Dumbing Down of Textbook Publishing?

The textbook market has always offered high reward and with it high risk. Many have tried to corner the market including the big technology giants, chains, publishing joint ventures and new start-ups, but it remains, like its students and their courses - diverse.

Now Google has joined Amazon, Apple, Microsoft in its intent to go after what they all regard as ’low hanging fruit’, but what often turns out to be not Golden Delicious apples but high hanging and sour crab apples.

Of course Google believe that its new Nexus 7 Tablet is 'perfect for students', and therefore intends to stuff a special educational section of its Google Play store with textbooks. Its "comprehensive" selection of titles will be available for purchase and for rental over six-months periods and cover works from the five major textbook publishing houses. Just to add some spice Google is promising that they'll be at discounts of up to 80%. Google’s partners are Pearson, Wiley, Macmillian Higher Education, McGraw-Hill and Cengage Learning.

Given that textbooks are expensive an 80% discount would look attractive. The high cost is regarded as the reason why used textbooks and textbook rentals have been booming of recent years and this together with the entry of all the major technology giants has been heavily impacting the major textbook publishers. On one hand the used and alternative marketplace is stealing sales and on the other they are often have high discount terms being dictate to them.

One way the likes of Pearson and McGraw-Hill Education are trying to address this is to create a new model aimed at developing online versions of their texts that often have interactive features, and then selling the students access codes which expire at the end of the semester. However, persuading students to go digital isn't straightforward and according to research firm Outsell, only 27% of the textbook spend in US secondary schools and colleges was digital.

Pearson is undeterred and are restructuring to emphasize online content. Cengage Learning, has stated its intent to emerge from its recent bankruptcy filing more focused on digital. McGraw-Hill Education, has acquired an equity stake in one software company focused on digital learning and acquired another.

Just to confuse the issue further, the major publishers have created a joint venture called Coursesmart which was set up to offer a joint direct market service to promote and sell digital textbooks. However when one’s parents are spreading their bets it’s not surprising that it has become somewhat of an ‘also ran’.  

Some would say that the publishers are pursuing a multi-channel strategy others would suggest that it is less of a strategy and more of, ‘every which way but win’ and that to compete against yourself and your investment is at best questionable and not wise dot com.

But is digital a forgone conclusion?

In a survey last year by the National Association of College Stores, some 77% of college students said they preferred print to e-books. Another survey, by the research firm Student Monitor, found only 14% of students had classes that required online texts and only 2% bought the majority of their books in digital format.

So is it down to cost and availability through alternative markets or does physical textbook still serve the students’ needs better? One thing that is certain is that both the publishers and technology companies are betting on digital and are trying every which way to win the market. The alternative is seen by them as more used and second-hand Textbooks and stolen sales. Some may argue it’s a choice between a rock and a hard place.

Apple Education Plus iPad?

Before his death Steve Jobs had already targeted textbooks as the next opportunity His idea was to hire the best textbook writers to new create digital versions that were complimentary and exploited the iPad. Importantly he wanted to make them free so they would obviate the US state adoption and certification process, which he thought was “corrupt.” In chapter 38 of his biography he says “ if we can make the textbooks free, and they come with the iPad, then they don’t have to be certified. The crappy economy at the state level will last for a decade, and we can give them an opportunity to circumvent that whole process and save money.”

Apple have now announced a special event at the Guggenheim Museum in New York City on Jan. 19. It is widely reported that Apple will announce partnerships with textbook publishers aimed at positioning Apple at the heart of the multi billion dollar market. Apple will launch their new digital textbook business. We don’t know the plan, but expect that in a market dominated by a few large publishers such as Pearson Education, Cengage Learning, McGraw-Hill Education, John Wiley & Sons and Macmillan that some will be looking for that Apple magic to rub off on just on their sales but their share values.

A report, "Simba Information's 2011 National Textbook Adoption Scorecard and 2012 Outlook," claims that almost all adoption states now are either promoting or permitting the inclusion of digital textbooks and other digital resources and importantly this includes hardware. It states that "Texas jettisoned the term textbook and replaced it with instructional materials, expanding the adoption process…Recent changes have also allowed districts to acquire hardware using the adoption funds." With respect to Florida it reports that the state’s Board of Education has overhauled its instructional materials adoption process and placed a greater emphasis on the approval and spending for digital materials, By the 2015-2016 school year…districts are required to spend at least 50% of their funding on digital materials."

If Apple were to secure a significant foothold in the market and deliver a seed change in how textbooks get adopted and bought they could well see significant revenues both in devices and in collecting 30% commission on each textbook sale.

So apart from the industry stalwarts such as Follett who are some of the leading digital textbook players today and can they adapt top any disruptive change?

CourseSmart.
The company was founded by a consortium of higher education textbook publishers to both offer digital inspection copies and full titles. It currently has iOS app for reading textbooks and with the backing of the major publishers is a force in the market. It is questionable whether this is used as the content repository and vehicle and so bolster its position further, or is sacrificed by its publishers and will now find itself competing with Apple.

Kno.
Kno has moved from being a device company to a platform and software one and is reported to have some 150,000 textbooks from 45 publishers. Kno textbooks are already viewable on Apple devices and the company was the top-downloaded educational app in Apple’s App Store at the end of last year .

Inkling.
Inkling has an iPad textbook app), which combines reading school texts with social and interactive ways to study with others with links to external and authoritative sources. McGraw-Hill and Pearson have both invested in Inkling.

Vitalsource.
Is part of Ingram Content Group also has its own app, with 60,000 digital textbook titles available for download to any iOS device. Vitalsource now has two million students using its platform worldwide and providing feedback to tell a publisher, “Nobody is reading Chapter 8,” as well as enabling enhanced multimedia applications.

Then there is the wonderfully branded site http://www.appletextbooks.com/ . A few challenges here we think.

The iBookstore hasn’t lived up to the expectations that many had and the Apple agency model is subject to a number of fair trading reviews. Will textbooks fair differently and make the difference and how will impact others already trading digital content?
We then have the Appleworld rule against running apps on iOS devices that direct the user away from Apple's ecosystem to buy competing products without using Apple e-commerce engines to handle the transaction. Apple has imposed a 30% tool both and made it harder to buy from the likes of Amazon, Barnes and Noble and others. However as demonstrated by Amazon’s latest ipad optimized website its relatively easy to provide a clean and touch-friendly for iPad-based browsing experience for readers without a 30% toll booth. With increasingly powerful Web-based solutions using technologies like HTML5, Apple won't be able to keep its ecosystem as closed as it might like.

Amazon’s touch-optimized Kindle Store for iPad allows readers to purchase or read Kindle e-book selections via Safari. The HTML5-based reading app is available via amazon.com/cloudreader and provides access to e-books through the browser, offline and online, with no downloading or installation required. Cloud Reader automatically syncs with other Kindle apps.

The AAP (American Association of Publishers) estimates that the college textbooks industry was worth $4.58 billion last year. Student Monitor, a private New Jersey student market research company claims that autumn etextbook acquisitions where up over 100% on spring and accounted for some 5% of sales. Simba Information, estimates that etextbooks will rise by 44.3% and generate $267.3 million US sales this year and they also estimate that, sales generated from state textbook adoption programs in Texas totaled $660 million in 2011.

However, we have to be also mindful of Job’s intent was not just to shake up the ‘corrupt’ textbook supply chain but to make them affordable if not free! Whatever the outcome Apple appears determined to shake the tree and collect the fruit.