This deck was presented at TOC Bologna 2012. Questions, comments, and permissions, please e-mail me at kristen*at*bookigee*dot*com. Enjoy!

1. Kristen McLean
TOC Bologna 2012

2. Kristen McLean
Founder & CEO
Bookigee, Inc.
@BKGKristen

3. SHORT TERM TRENDS
• Overall kids (and adults) reading more than ever
• Kids are omnivorous consumers of media
• High reading households are high technology
households
• In 2010 Kaiser Family study of Media Use by 8-18
yrolds - books the only “traditional media” that didn’t
lose ground to screen media
Source: Bowker Pubtrack: Understanding the Children’s Book
Consumer in the Digital Age, 2011

4. SHORT TERM TRENDS
• Children’s one of the fastest growing areas of iTunes
• Apple the aspirational platform amongst US teen
consumers
• Consumer data - US teens who had “read an e-book
at least once” rose from 4% to 9% in 2011
• Consumers report 7% of Juvenile and 11% of YA
books now being consumed as e-books
Source: Bowker Pubtrack: Understanding the Children’s Book
Consumer in the Digital Age, 2011

6. FOUR
LONGTERM
TRENDS

7. TREND 1:
GLOBAL MOBILE

8. 79%
people
have
mobile
phones
in developing
countries

9. 11.6%
have
fixed
phones

10. 50%
use
mobile
to access
the
internet
every day

11. 11% of
Kenya’s
GDP
flows
thru M-Pesa,
a mobile
pay service

12. G A Africa – 53%
l d
o o Asia & Pacific – 74%
b p
Arab States – 97%
a t
l i The Americas –103%
o
n Europe – 120%
CIS – 143%
2011 Global Cell Stats: mobithinking.com

13. www.worldreader.org
@worldreaders
94,446+
e-books delivered to Africa
via mobile infastructure since October 2010

14. www.worldreader.org
@worldreaders
kids spend 50%
more time reading
& report 13% higher comprehension

15. The first SMS message was sent in 1992
Today the number of SMS messages
sent and received every day
exceeds the population of the planet

16. Leapfrogging: Emerging economies & groups
can evolve rapidly without going through intermediary
[technological] steps.

17. MOBILE IS DELIVERING
A FLATTENED WORLD
WITH INFINITE
POSSIBILITY AND
RADICAL NEW WAYS OF
DOING BUSINESS

18. CORE QUESTIONS
• What effect will this trend have on global
literacy?
• Will children coming of age in a Mobile
world approach content differently?
• Are you taking this “mobile effect” into
account in your long-term publishing and
marketing strategy?

19. TREND 2:
A MARKETPLACE
MODEL OF EDUCATION

20. CATHEDRAL
One dominant pedagogy –
rewards compliance & diligence

21. MARKETPLACE
Many choices & pedagogies –
rewards curiosity & critical thinking

22. Education is a
self-organizing system,
where learning
is an emergent
phenomenon.”
-Sugata Mitra, professor
of educational technology at
Newcastle University (UK)
http://www.ted.com/talks/sugata_mitra_the_child_driven_education.html

23. “If children have interest, then education
happens…” – Isaac Asimov

24. THE REMARKABLE ADVENTURE OF GRIFFIN
BLACK
14 year-old built his own replica of guitarist Mike Campbell’s iconic
guitar, and then got the Heartbreakers to play it live onstage.
Wrote an article & got own byline in the Washington Post about it.
http://www.washingtonpost.com/wp-dyn/content/article/2010/08/13/AR2010081306140.html

25. CHILDREN ARE GOING
TO BE FUNDAMENTALLY
IN CHARGE OF THEIR
OWN INQUIRY

26. CORE QUESTIONS
• Are we prepared for the fact that our
opinions & knowledge are secondary to the
users?
• What are the implications in other areas of
our business?
• How do we re-engineer our business to be
better at advance understanding of our
users needs?

27. TREND 3:
PRICE IS IN THE EYE
OF THE CONSUMER

30. COVER PRICE IS
NO LONGER FIXED.
VALUE IS INFINITELY
NEGOTIABLE.

31. CORE QUESTIONS
• Where is the baseline? What is a P&L?
• Are there new ways to approach & value
the production of content?
• Are we ready for a world where the price
and definition of our product comes
exclusively from our customer?

32. TREND 4:
SOCIAL MEDIA BRINGS
THE FAMILY TOGETHER

33. STEFANA BROADBENT
SOCIAL ETHNOGRAPHER - UNIVERSITY COLLEGE,
LONDON
“The internet is
enabling intimacy..”
http://www.ted.com/talks/stefana_broadbent_how_the_internet_enables_intimacy.html

34. STEFANA BROADBENT
SOCIAL ETHNOGRAPHER - UNIVERSITY COLLEGE,
LONDON
Facebook average= 120 friends
Regular 2-way conversations = 4-6 people
80% of cell calls are to the same 4 people
80% of Skype calls are to just two people
http://www.ted.com/talks/stefana_broadbent_how_the_internet_enables_intimacy.html

35. REINFORCED BY US CONSUMER DATA
• US teens cite “parents” as the number two
influencer on book choice, right after “friends”
• 23% of US parents report “co-gaming” with their
kids 0-12
• 20% of US parents report that they let their kids 0-12
use their mobile device to play games
• “My child asked for it” is the #1 source of
recommendations for books for 7-12

36. THE BULLSEYE PATTERN OF INFLUENCE
A BULLSEYE PATTERN
OF INFLUENCE

37. THE FAMILY &
COMMUNITY ARE MORE
IMPERVIOUS TO YOUR
MESSAGES BUT WILL
EVANGELIZE MORE
AUTHENTICALLY ALSO

38. CORE QUESTIONS
• What is our opportunity here?
• How does this change our notion of
“gatekeepers”?
• Can we facilitate this trend with
platforms or content like co-gaming?
• What does marketing mean?

39. Kristen McLean
Founder & CEO
Bookigee, Inc.
@BKGKristen
THANKS!