Introduction to E-book
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This document provides an outline and agenda for a presentation by Team E-book on the topic of e-books. The presentation covers definitions of e-books, their history and properties, technologies used in e-book publishing and devices, as well as the e-book market and business model. Key points include that while e-books have been discussed since the 1940s, their growth accelerated after 2007 with the launch of Amazon Kindle. E-books offer benefits like low prices, efficient storage and various formats for information delivery compared to print books.
Introduction to E-book
- 1. MSB 237 Introduction to MIS Copyright ⓒby KAIST. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means -electronic, mechanical, photocopying, recording, or otherwise -without the permission of KAIST. This document provides an outline of a presentation and is incomplete without the accompanying oral commentary and discussion. Introduction to E-book Team E-book 김기웅, 김범현, 원상연, 전상혁 Final Presentation 3December 2013 BTM KAIST Business and Technology Management This information was prepared by TeamE-book solely for the use of Final Presentation for KAISTMIS course; Documentis presented at December 2013 by TeamE-book
- 2. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book Agenda 2 Agenda •Introduction •Technology •Market Analysis •Issues •Business Model
- 3. 3 BTM KAIST Business and Technology Management Introduction Definition of E-book History of E-book Properties of E-book Devices Value Chain
- 4. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book E-book 이란도서혹은그와유사한문자저작물을디지털데이터로변환하는시스템임 4 Introduction Source: NTIS, OeBF, KEPA 美국립표준기술연구소(National Technical Information Service : NTIS) "책을보는것과유사한형태로표현되도록화면에표시되는전자적콘텐트또는전자적콘텐트를표시하는단말시스템그자체” 한국전자출편헙회(KEPA) “도서로간행되어있거나또는도서로간행될수있는저작물의내용을디지털데이터로CD-ROM,DVD등의전자책기록매체,또는저장장치에수록하고유무선정보통신망을경유하여컴퓨터또는휴대단말기등을통해그내용을읽고,보고,들을수있는것을의미” OeBF(Open eBook Forum) “문자저작물이구성되는것또는그전자책을읽기위해개발된하드웨어단말기자체” “종이재질,출판물제작공정의전산화를비롯하여,새로운소재인전자매체를이용한전자출판물의생산,그리고그응용•변환으로새로운매체와통신을이용한정보제공체계”
- 5. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book E-book은약40년이상의긴역사를가지고있으나실제로성장세를보인것은2007년Amazon의Kindle 이후임 5 Introduction Source: - •1940년대에공상과학소설에서언급되기시작 •최초의전자출판은1971년미국마이클하트(Michael S. Hart)의‘Project Gutenberg’가그시초이며자발적지원자를중심으로저작권시효가만료된고전을입력한후전자책으로만들어배포 •국내에서는1994년10월28일㈜예인정보라는기업에서‘예인전자도서관’을하이텔, 천리안등5개의PC통신에서총1천여권의전자책서비스를시작한게그시초임 •2007년Amazon이Kindle을선보인후부터e-Book의폭발적인성장세가나타나게됨 •이후iPad의등장과더불어e-Book과e-Publishing은매우빠른속도로진화하기시작 •현재국내e-Book시장은안드로이드태블릿, 애플의iPad, 인터파크비스킷, 아이리버스토리, 커버스토리, 아마존킨들, 반스앤노블누크등다양한전자기기들의각축전이이뤄지고있음
- 6. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book E-book의특징은저렴한가격, 다양한방식의정보전달, 관리및저장효율성등임 6 Introduction Source: - •우수한비용절감효과 •인쇄, 유통등의중간과정이단순화되고신속한정보전달이가능함 •종이책과비교하여재고부담이줄어듦 •다양하고실감있는정보전달이가능 •멀티미디어등의다양한정보기술의응용이가능함 •동일한콘텐트의내용을영상혹은음성등의다양한방식으로전달가능 •방대한양의문자데이터를관리및저장하기위한효율성이우수함 •일반종이책과비교하여저장효율성이매우높음 •콘텐트의수명이영구적임 많은양의데이터를관리및저장하기위해서는종이로정보를관리하는일반도서보다전자책이비용,정보전달능력및저장및관리측면에서효율적임 TeamE-KAISTMIS Documentis TeamE-NOTE
- 7. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book E-book 단말기는크게전용단말기와, 일반적으로사용되는스마트디바이스로구분됨 7 Introduction Source: - •E-Book만을위한디바이스 •아마존킨들, 반즈앤노블누크) •전자잉크(e-ink) 를사용하는경우, 종이와거의유사한화면, 매우적은전력소모량등의장점이있으나페이지전환속도가느리고흑백만표현가능함 •Text에는적합하지만, 동영상을표현하기는힘들며컬러Ink는단가가높음 전용단말기 •기존의단말기에서어플리케이션을활용해e-book 리더로사용함 •백라이트를이용하는기존의LCD패널을사용하므로반응속도가빠르며Touch방식구현이용이하지만전력소모가빠름 •백라이트보다밝은자연광에서는화면이잘보이지않는단점존재 •기존에쓰던디바이스를그대로활용할수있는점에서장점을지님 스마트디바이스
- 8. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book E-book은기존출판업의Value Chain에서생산, 배급, 유통등의모든과정의비용을절감시킬수있으며, 콘텐트소비과정에서추가적인가치생산의여지가있음 8 Introduction 콘텐트생산 콘텐트 패키징 인쇄/배급 도매유통 소매유통 콘텐트소비 전문작가 Illustrator 출판사 인쇄사 도서관학교도매 전문유통 독자 작가 출판사 디지털 편집 DRM 보완 출판사디지털 도서관 PC, 전자책, 스마트폰, 태블릿, PDA, 스마트TV 등 독자 전자출판 구분 기존출판 출판사 도매업자 Book 클럽 서점 1인출판 온라인유통사 가치배분 20~25% 40~46% 4~5% 30% +a +a
- 9. 9 BTM KAIST Business and Technology Management Technology Overview Publish Technologies (Publish, Viewer, Security) Device Technologies (Display, OS, Application) Hype Cycle
- 10. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book E-Book에사용되는기술은출판기술,단말기술등으로구분되며, 출판은제작유통/배포및보호기술로분류되며, 단말기술은하드웨어와소프트웨어로나뉘어짐 10 Technology Source: 한국출판산업진흥원전자책바로센터, Google Image Search 등 출판기술 •Publisher: PDF vsePub등의표준화기술 •Viewer: Webkit, Mobile Application, Built-in Application 등의전자책표현방식 •Security: 불법복제를막기위한기술로, DRM(Digital Right Management), DOI(Digital Object Identifier) 등이존재함 단말기술 •Display: eInk, LCD, LED 등의기술 •OS: iOS, Andriod, Kindle 등의Device에직접탑재하는방식과Webkit등의방식이존재 •Application: 출판기술의Viewer와유사, 해당콘텐트를어떻게표현하느냐와관련됨
- 11. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book 11 Technology Source: Why Google Acquired a eBook Technologies(Link is in slide note)
- 12. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book E-book 제작기술은ePub, PDF, Flash, Application 등의방식이존재하며, 모바일단말기가중심인현재가장일반적으로쓰이는방식은ePub방식임 12 Technology Source: - •ePub은가장많이쓰이는기술이지만제한적인표현방식을가지고있음 •높은확장성과뛰어난호환성이장점임 •책과같은디자인이힘들며글꼴의선택도제한적이기때문에표현력이한정된다는단점이존재함 •PDF는ePub보다표현방식은다양하지만Handheld device에적합하지않음 •원본종이책에서디자인한화면혹은판형을그대로구현할수있음 •또한전체자료의크기를작게할수있다는장점또한존재함 •6인치보다작은화면에서는구동이어려우며작은화면에서확대를했을때화면사이즈를벗어난다는단점이존재함 •Flash는영상삽입및interactive한전자책제작이가능하지만구동되는Device가제한적임 •다양한영상삽입이가능하며터치,클릭등의인터페이스를활용해interactive하게구현가능 •대부분의Mobile Device에서사용이제한적이며특히iOS에서는구동자체가되지않음 •Application은가장자유도가높지만개발비용이들어가고표준화가어려우며Device도제한적임 •스마트폰혹은태블릿등의센서및터치인터페이스의적극적인활용이가능함 •Application을구현하는데에존재하는제약사항이외의표현의제약이존재하지않음 •전자책하나당Application을개발해야하므로비용이많이들고표준화가어려움
- 13. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book 보안기술의과도한적용으로인하여유통/배포기술의파편화가일어나사용자들의eBook 접근성이매우떨어지고있고있는상황임 13 Technology Source: 한국출판산업진흥원전자책바로센터 ePub, PDF등의표준기술 표준화되고일반화된일반ePub및PDF viewer 예: AbobeAcrobat DRM의적용 •무료로배포되는책인경우조차도라이선스보호기술인DRM이적용되어있는경우가대부분임 •때문에대부분의제조사별로Viewer가따로존재하고있는상황이며, Application이제한되어소비자는제조사별로다른Viewer를사용해야하는불편함을겪게됨 •뿐만아니라, 일부제조사의경우라이선스보호를너무강하게적용하여웹으로꼭볼필요가없는콘텐트조차웹으로봐야하는등의조치를취해놓음으로인하여사용자들의접근성을심각하게떨어뜨리고있는상황이기도함 •결국시장을독점하고있는일부기업들이외에는사용자들을끌어모으기매우어려운상황임 콘텐트제작자및유통업자를보호하기위하여도입한보안기술의과도한적용으로인하여가장중요한사용자경험을크게저해하고있는상황임 NOTE
- 14. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book E-ink는현재까지개발된모든디스플레이기술중가장종이와유사한자연스러운표현이가능하지만,색상표현이어려운등의여러단점들로인하여많이사용되고있지않음 14 Technology Source: Wikipedia (http://en.wikipedia.org/wiki/E_Ink) •LCD나OLED와는달리발광소자대신흑백색상의입자들이포함된작은캡슐형태의화소를사용 •각각의캡슐에전하를가해색상입자들의배열을변화시켜화상을표현하는방식 •장점 •백라이트가따로필요없기때문에가볍고얇으며휘어지는화면도구현이가능 •화소가발광하는형식이아니기때문에전력소모가매우적음(일반전자책단말기에서한번충전에약한달간사용이가능함) •반사식이기때문에발광식보다눈의피로가적음 •백라이트나유기물질의수명에비하면거의반영구적인수명을보유함 •단점 •어둡고다양한색상표현이어려움 •다른기술에비해반응속도가느리고잔상이남음
- 15. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book Hype Cycle 상에서E-book은Slope of Enlightenment로접어든상황이며단기간내에크게대중적으로성장할가능성이높음 15 Technology Source: Gartner 2009~2012 2009 2010 2011 2012 2 to 5 years less than 2 years 2013 자료없음 2008 late 90’s (e-ink)
- 16. 16 BTM KAIST Business and Technology Management Market Analysis 5 Force Analysis Market size Platform Case Study 1: Sony vsAmazon Case Study 2: Amazon & Apple
- 17. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book E-book Reader 시장을Five Force Model을사용하여분석해보면, Threat of New Entrant와Degree of Rivalry가강하고Supplier와Buyer의Power가약함 17 Market Analysis Degree of Rivalry HIGH Apple, Amazon의확고한제품경쟁력 Threat of Substitutes Medium -HIGH 스마트기기사용목적의동일화, 종이책존재 Buyer PowerLow -Medium 소수Key player 제품만이다수소비자들의선택을받음 Supplier PowerLow -Medium 소수Key player와다수부품업체계약체결 Threat of New Entrant HIGH 제품제작능력을보유한IT기업들의Rush
- 18. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book 성장률이정체되거나하락추세를보이는세계출판시장에서전자책시장은확실한성장추세를보이고있으며특히미국에서는2016년까지전자책이전체출판시장의전체판매비중에서50%이상을차지할것으로예상됨 18 Market Analysis Source: PWC(2012), Global Entertainment & Media Outlook 2012~2016 BISG&APP, BookStats2012 0 500 1000 1500 2010 2011 2012 2013(E) 2014(E) 2015(E) 2016(E) 세계출판시장현황및전망 종이책시장(오디오북포함) 전자책시장 단위: 억달러 0 10 20 30 40 50 60 0 20 40 60 80 100 120 2010 2011 2016 (E) 미국전자책시장전망 매출(억달러) 전체시장비중(%) (%) (억달러)
- 19. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book 모바일단말기는크게전용단말기와태블릿PC로나뉘어지며, 각각의분야에서Amazon과Apple등일부선도업체들이전체시장을주도하고있음 19 Market Analysis Source: BISG&APP, BookStats2012 62% 22% 16% Kindle Nook 기타 61% 14% 25% iPad KindleFire 기타 전용단말기점유율 태블릿PC 점유율 전용단말기에서는Amazon이다양한콘텐트및저렴한가격으로, 그리고Apple은태블릿시장의선점효과를노려각자시장을독점중임 NOTE
- 20. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book 국내전자출판시장역시가파른성장세를보이고있으며, 최근Kindle 출시및구글‘디지털도서관’, iBooks, Google Books등의영향으로국내기업들의본격적인전자책사업진출이진행중임 20 Market Analysis Source: 한국전자출판협회, PWC 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 2006 2007 2008 2009 2010 2011 국내전자책시장성장현황 매출(억원) 34 127 105 230 0 50 100 150 200 250 2007 2009 국내기업진출현황 전자책제작업체수 전자출판관련업체수
- 21. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book Case Study 1: Sony vsAmazonSony는Amazon보다시장진입도빠르고기기성능도좋았으나시장은Amazon이석권하게되었음 21 Market Analysis Sony Librie Amazon Kindle 출시연도 2004년 2007년11월19일 해상도 170dpi 167dpi 내장메모리 10MB 256MB 사용시간 약1만페이지 무선미접속시일주일 화면크기 800x600, 6인치 800x600, 6인치 출고가격 4만엔(약370달러) 359달러 무게 180g 292g 네트워크 없음 EV-DO 네트워크지원 참고: •일반컴퓨터해상도는75dpi •메모리10MB당250페이지책20권 세계최초로전자종이를탑재한기기는SonyLibrie에지만시장은오히려더늦게출시되고더좋지않은성능을지닌Amazon Kindle이석권함
- 22. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book Case Study 1: Sony vsAmazon후발주자이며동시에기기성능도좋지않았지만기존에존재하는막대한분량의데이터베이스와네트워크연결기능을통해Amazon이시장을석권할수있었음 22 Market Analysis •Kindle은Wi-fi와더불어EV-DO 방식의휴대폰망을이용하여언제어디서든Amazon에직접연결하여책을구입할수있었으나Sony는그렇지못했음 •책을구매하는데필요한통신비용은Kindle의판매가에포함되어있어별도의통신비를내지않아도됨 •기기에내장된통신모듈을통해아침마다킨들에무선으로신문을배달하여주는등의다양한부가서비스를제공하였으며소비자들의호응도좋았음 •미국에서팔리는책들의대부분은최소$30에이상이었으나Kindle에서읽을수있는책의가격은대부분$9.99로일반도서의1/3 수준에구매가능하였음. 뿐만아니라거대한유통망과데이터베이스를바탕으로더많은전자책콘텐트를확보하였음 •Kindle의소비자들이Amazon의거대한데이터베이스에서막대한콘텐트를즐기는동안, Sony Librie사용자들은Sony가만든Market에서, 매우적은숫자의콘텐트를다운로드받아야만했으며,존재하는콘텐트조차질이매우낮은콘텐트밖에사용할수있었음 결국기기자체의성능이더우수한Sony가아니라기존에보유하고있던DB를바탕으로콘텐트확보에더주력한Amazon의Kindle이성공함 NOTE
- 23. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book Case Study 2: Amazon & AppleeBook 시장에서Amazon은텍스트기반콘텐츠및최적화된서비스를요구하는고객층을, Apple은멀티미디어기반콘텐츠및최적화된서비스를원하는고객층을타겟함 23 Market Analysis •Amazon은10,000~30,000 단어(약30~90페이지분량)의단편eBook 콘텐츠를주요타겟으로하는1인출판플랫폼인‘Kindle single’을출시함 •킨들콘텐츠와마찬가지로킨들싱글을통해구입한eBook 또한Kindle 외에도애플iOS기반디바이스전체, 블랙베리및안드로이드기반단말에서이용가능함 •아마존은책을중심으로고객의의견을모아서평(UGC)문화를만들고개인의구매이력을통해신규구매를유도하는등아마존의웹플랫폼, 소셜문화를아마존플랫폼경쟁력강화의핵심전략으로삼아옴 •Apple을선두로하는태블릿PC 진영이eBook 시장에주목하는것은멀티미디어를활용하고상호연결성(Interaction)이확보된북애플리케이션사업임 •잡지및신문, 영․유아의그림책, 초․중․고의학습교재등이웹페이지링크, 소리, 동영상, 2D, 3D, AR 등멀티미디어기법을통해구현될것이며, 이러한멀티미디어eBook은화면크기나지원SW 등을고려할때대부분이태블릿PC를통해구현될것으로예상됨 Amazon은기존의종이책시장강점을, Apple은태블릿PC 강점을통해성공적으로eBook 시장에서사업모델을구축함 NOTE
- 24. 24 BTM KAIST Business and Technology Management Issues Overview Pros Cons
- 25. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book 전자책은효율적이고보다다양한표현방식을사용할수있는등의발전가능성은높지만, 아날로그의느낌, 불법복제등의이슈를가지고있음 25 Issues Source: PWC <The Future of e-Book> 장점 Resource Efficient (생산원가가낮음) 많은데이터를보관가능해휴대하기용이함 유통과정이많이간략해져개인작가가출판사없이출판하는것이용이함 다양한기술을활용한동적인콘텐트를표현하거나부가적인기술적용이가능함 단점 종이책만의아날로그감성을따라잡지못하고전재매체의이질감이존재함 E-ink 계열의기기는어두운곳에서보기힘들며, LCD기반의단말기는눈이피로함 아직까지콘텐트가많지않음(베스트셀러10권중2권만e-book으로발간) 불법복제문제가존재하며이를막기위한DRM의적용이오히려사용자경험을저해하는요소가되고있음 하드웨어소프트웨어가표준화되어있지않고플랫폼의통일없이파편화되어있음 “콘텐츠의접근성(69%), 단말기(59%), 소비자습관의변화(46%), 이동접속성(45%), 저렴한가격(38%), 이용자친화성(31%) 등이전자책의성장동력이될것” PWC <The Future of e-Book>
- 26. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book 전자책은종이책에비해자원효율성이높고온실가스배출량이작아새로운친환경기술로각광받고있으나이에대한반대의견도존재하고있음 26 Issues Source: SERI 이산화탄소배출량비교연구 •전세계가종이를생산하는데단하루동안약1200만그루의나무를소모 •종이를매립할시이산화탄소보다23배강력한온실가스인메탄이배출됨 •많은사람들이전자책의등장이산림의보존과이산화탄소배출감소측면에서자원의효율성을증가시키리라예상 •반면일부전문가들은전자책단말기생산과정에서배출되는이산화탄소의양과전자책에들어가는데이터를관리하는데쓰이는전력증가를고려했을때자원의감소가아닌자원의대체에불과하다고비판하고있음 종이책(300pg) 전자책단말기(킨들) Life Cycle내의전체이산화탄소배출량 0.4kg 25.5kg •전자책콘텐트한권을제작하는데에는종이책에비해이산화탄소배출량이1.1%에불과함 •결론적으로전자책단말기를이용해63권이상의독서를하는경우, 그이후부터는전자책이권당100배정도의이산화탄소저감효과를가져다줌
- 27. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book 10MB당250페이지책20권이저장가능하며이는같은부피및무게대비전자책이관리가능한자원의양은종이책에비해비교할수없을정도로효율적임을의미함 27 Issues •디지털화된한글자의크기= 4 Byte •일반적인Mobile Device의내장메모리> 1GB •1GB = 1024 * 1024 * 1024 Byte •1GB에는약10억개의문자가보관가능함 •팔만대장경에는경판당644자, 총81258개의경판을가지고있으므로, 총약5천만자가존재하나이를디지털화하여저장하면겨우200MB 남짓한용량에저장가능함 •그림이많이포함되어있는두꺼운전공책조차겨우10MB 내외의용량으로저장됨 •반면, 종이에인쇄할경우A4를기준으로한페이지에들어갈수있는글자는약1000자정도밖에되지않아, 전자책에비해다룰수있는정보의양이매우적음 물리적으로큰제약이존재하는종이책과는다르게전자책은사실상거의무한하게많은책을보관가능하며, 콘텐트가늘어난다고물리적으로무게가늘어나거나부피가커지는등의단점이존재하지않음 따라서이러한특성등을통해Portable Library 즉, 움직이는서재를구축하는것이가능함 NOTE
- 28. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book E-book은유통과정에필요한비용을급격하게감소시킴으로인하여1인출판대중화에크게기여할수있으며개인출판시장의성장속도도크게증가할것으로예상됨 28 Issues Source: Lulu homepage 콘텐트의접근성, 단말기보급, 전자책에대한인식개선이이루어진다면 개인출판시장의성장속도도훨씬빨라질것 NOTE •E-Book의대중화로1인출판이라는새로운출판형태가파생되고있음 •단말기제공사의서비스를이용 •애플‘아이북스스토어’, 아마존‘싱글즈’ •직접출판전자책사이트를이용 •룰루(Lulu), 왓패드(Wattpad) 등 •국내성공사례 •페르시아의왕자개발일지 •스타트업바이블
- 29. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book E-book은종이책에비해훨씬다양한표현을하는것이가능하며특히문자정보뿐아니라영상및음성정보도전달할수있으며터치인터페이스를활용한Interactive한콘텐트를제공할수있음 29 Issues 예시: 월간윤종신http://www.youtube.com/watch?v=Y3JV0I6uqvY 모글루http://www.youtube.com/watch?v=PI6WCW6cqYM •기존일반서적들은종이로만정보를전달할수있었기때문에문자정보만을전달할수있었으나, E-Book은영상및음성정보를전달하는것이가능하기때문에훨씬효과적인정보의전달이가능함 •터치인터페이스등을활용하여실시간으로사용자와Interact하는콘텐트를제공하는것이가능하며이는특히동화책등의유아용서적과잡지등에유용함 기존의종이책이줄수없었던새로운형태의사용자경험을전달할수있으며새로운형태의콘텐트시장을개척할수있는가능성이존재함 NOTE
- 30. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book 그러나아직도종이책이주는고유한아날로그감성을재현하지못하고전자매체특유의이질감과익숙하지않은사용자경험으로인하여특히일반도서와학습용교재에서부진한모습을보이며, 그나마잡지저널신문등의매체에서활용할여지가있음 30 Issues 일반도서(소설, 교양서적등) •종이를넘기는감촉을전혀느낄수없음 •책갈피, 메모등의느낌이나, 빠르게책장을훑는등의고유한느낌또한재현불가능 •책이공간을차지하지않는장점이있으나책으로가득찬책꽂이가주는고유한느낌또한사라짐 •서로책을빌려주거나책에메모를해서전해주는등의느낌또한재현불가능 학습용교재(문제집, 참고서등) •실제로는순차적으로읽는대신그때그때필요한부분을찾아읽는데에반해아직까지전자책은빠르게원하는부분으로찾아가는것이매우불편함 •필기가되지않거나필기가되더라도종이에쓰는필기감을기대하기가어려워서도움이안됨 •눈에피로도가금방쌓여오랜기간봐야하는문제집이나참고서에는매우부적절 잡지, 저널, 신문등의일회성콘텐트 •기존조판방식을활용하는것이불가능 •하지만매체의특성상오래보관하는사람이드물고, E-book을통해책을읽을때느끼는불편한점들이전체사용자경험을다른서적들에비해작은편임 •또한다양한표현을할수있다는점에서새로운가치를창출할수있는매력적인요소가존재함
- 31. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book 위와같은종이책만의고유한감성을따라가기위하여단말기제조업체들은디자인개선및인터페이스개선등을통한노력을기울이고있음 31 Issues •디자인개선 •구입한전자책을책장속에보관된형태로볼수있게끔디자인하여서재에도서를보관할수있는아날로그의고유성을표방 •전자책을넘길때마치종이책을넘기는듯한디자인을구현하여사용자들이보다전자책에익숙해질수있는환경을구현 •인터페이스개선및발전하는디지로그(Digilog) 기술 •디지로그(Digilog) = 디지털(Digital) + 아날로그(Analog) •예: 2011년발표된카이스트IT 융합연구소이호원교수팀의스마트전자책시스템 •터치한손가락수에따라여러장의페이지를넘길수있는‘페이지플립핑’ •드래그속도에따라페이지넘어가는속도가달라지는기술등 •시연영상: http://youtu.be/rVyBwz1-AiE?t=24s
- 32. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book 플랫폼유통방식이파편화되어있고제조사별로다른기술을적용했기때문에호환성이떨어지는문제점이있어서이에대한개선이시급한상황임 32 Issues •유통업체는오직판매채널로서의의미만가지고, 가격측정은전적으로출판사에서결정 •유통업체는책이판매되면30% 정도의수수료를받는식으로수입을얻음 •판매되는책값을서점등의유통업체가책정 •출판사가정한책의가격과는상관없이유통회사가마진율을고려해책의판매가를정함 플랫폼유통방식비교 Apple –대행모델 Amazon –도매모델 •최근에는애플의유통모델이정착되고있는추세이나법무부의애플담합제재등의사건으로인해플랫폼시장의경쟁은심화되고있음 •이로인하여시장점유율확보및선점효과를차지하기위해범용적호환성보다는기업내닫힌생태계내부의호환에만신경쓰고있는상태임 •결국높은Switching cost와낮은Network Effect로인해사용자유인요소가부족해짐 전자책시장의도약을위해서는지금과같이기업간파편화된플랫폼을제공하기보다는우선소비자의편익을공동적으로증가시킬수있는방안을마련해전체시장의크기를넓히는과정이필요함 NOTE
- 33. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book 그밖에아직도불법복제는심각한문제이며이에대한대응방안인DRM이좋은효과를거두고있지못하지만별다른대안이존재하지않는상황임 33 Issues Source: BISG&APP, 2012 47.3 52.2 2011년프랑스베스트셀러불법복제비율 합법적전자책제작비율 불법복제된전자책비율 70 30 독일2011년월간베스트셀러불법복제비율 불법복제된도서 불법복제되지않은도서 프랑스, 독일등의선진국도불법복제로인해전자책시장이큰위협을받고있음 한국의경우불법복제의주된경로는장애인을위한전자도서파일 Torrent 등의P2P를통해1차적으로유포, 이후간단한변환으로구독가능한전자책파일로재배포
- 34. 34 BTM KAIST Business and Technology Management Business Model Overview Individual Publisher Interactive E-book Scenario: 학습지
- 35. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book 팀E-book은E-book으로인해일어나는산업변화와전자책이줄수있는고유의가치를종합적으로검토하였을때결국Long tail 1인출판사와Interactive E-book이라는두개의큰흐름으로귀결될것이라고판단함 35 Business Model 사용자가전자책을통해새로얻을수있는가치 재미 정보습득 독서가주는가치 기존서적을디지털콘텐트로옮기기만했을때사용자가추가적으로받는가치 없음–오히려종이책만줄수있는감성을없애가치가떨어짐 없음–오히려기존책보다가독성이떨어져가치가떨어짐 Interactive E-Book 등을사용했을때사용자가추가적으로받는가치 종이책에서느낄수없는새로운형태의재미를느낄수있음 음성및영상정보까지전달가능하므로더원활한정보습득가능 기존출판서적을디지털콘텐트로옮기기만하였을때오히려사용자는더가치가떨어지는사용자경험을하게되는반면, Interactive & Multimedia E-Book은사용자에게추가적인가치제공가능 E-Book 으로인해일어나는산업변화 출판비용감소 출판절차간소화 전자책이도입되면서출판비용이감소될뿐아니라출판의절차까지간소화되기때문에수많은아마추어작가들이자신의책을직접전자책을출간할수있는강한Motivation이될수있음
- 36. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book 복잡한과정을거쳐야하며비용도많이들어가는기존출판에비해E-book으로출판을하게되면비용도거의들어가지않으며개인이출판하기에매우편리한구조가됨 36 Business Model Remind: page 8, 28
- 37. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book 이미Amazon에서도전체매출의절반이상을랭킹13만위이하의책에서올리고있을정도로출판산업은매대진열및유통비용이감소한다면Long tail이강한산업이므로수많은개인출판사의등장은전반적인출판시장의크기를키울수있을것으로예상됨 37 Business Model 0 50 100 150 200 250 도서재고(단위: 만권) 도서재고 아마존 반스앤노블스 43% 57% 판매비율 공통으로판매하는도서들 아마존만다루는도서들 •아마존과반스앤노블스가동시에보유하고있는도서의수는13만종류이지만, 실제아마존에서나오는수익의절반이상은13만위밖에있는223만권에서나오고있음 •저렴한출판가격및쉬운과정으로인하여개인출판사가활성화된다면지금보다출간되는도서의양이급격하게증가할것으로예상되며그결과그꼬리는더길어질것으로예상됨
- 38. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book E-book은종이책이제공할수없는음성및영상정보를제공할수있음은물론이며터치인터페이스등의새로운사용자경험을제공할수있음 38 Business Model Remind: page 29 Note: 아동도서시장은낮은출산율, 출판시장의하락세등에도불구하고상승중임
- 39. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book 크게교육용서적과정기간행물등에서Interactive E-Book이유용할것으로예상되며, 교육용시장중에서는유아용교육서적및초중학생보조교구, 정기간행물에서는신문, 잡지등의콘텐트가적절할것으로판단함 39 Business Model 사용자가전자책을통해새로얻을수있는가치 재미 정보습득 종이책에서느낄수없는새로운형태의재미를느낄수있음 음성및영상정보까지전달가능하므로더원활한정보습득가능 •책을읽는것에재미를붙이지못하는어린아이들에게독서를하도록유인요소를부여할수있음 •정보전달등의목적이약하고온전히그내용의재미만을위해제작되는잡지등의도서등에접목시킨다면소비자들에게더좋은가치를제공할수있음 •문자정보이외의다른정보를추가적으로활용하여정보를전달했을때더효율적인정보전달을할수있는신문등의콘텐트를강화할수있음 •문자정보만으로온전히정보가전달되기어려운교육용교재등에시청각자료를첨부하여보조교구로사용가능 •위의특징들을바탕으로교육용서적과정기간행물에접목할수있을것으로예상됨 •특히어린아이들을위한교육용교재는현재시장이형성되어있는상태이며, 플랫폼의통일만이루어진다면충분히성장가능성이높은시장으로판단됨
- 40. 2013 Fall MSB237 Introduction to MIS Group Project This information was prepared by Team E-book solely for the use of Final Presentation for KAIST MIS course; Document is presented at December 2013 by Team E-book Scenario: 웅진씽크빅, 구몬, 빨간펜눈높이등의정기학습지앞서설명한BM을현재존재하는학습지에적용하였을때높은초기비용을감수할수있다면학생들의학습흥미유발및높은성취도로시장선도기업이될수있을것으로예상됨 40 Business Model •이미한자따라그리기등의콘텐트는존재하고있으며, 특히획을따라그리면서점수를판정받을수있다는장점때문에수요가점점증가하고있음(예시:http://youtu.be/AoY3Ql4hcY8) •수학, 국어, 과학등전자책콘텐트가더나은정보전달을행할수없는과목보다한자와외국어처럼추가적인시청각보조교구가필요한과목에서더효율적인결과를이룰것으로예상됨 •구몬스마트펜등의교구(http://www.kumon.co.kr/product/edu3_pen.asp) 를적용한새로운형태의BM이나올수있을것으로예상됨
- 41. END OF DOCUMENT BTM KAIST Business and Technology Management This information was prepared by TeamE-book solely for the use of Final Presentation for KAISTMIS course; Documentis presented at December 2013 by TeamE-book