Modelos de Negócio Abertos

Carolina Rossini29/11/2010

São Paulo

1) forças e tendências

forças e tendências

forças e tendências

forças e tendências

• Agregação de conteúdo

forças e tendências

forças e tendências

2) Setores “rompidos”

music

Apple had net revenue of $4.9 billion for “Other music related products and services”. According to a footnote in the 10-K, that includes “iTunes

Store sales, iPod services, and Apple-branded and third-party iPod accessories.” The category

represented 7.6 percent of total net revenue.http://www.bnet.com/blog/technology-business/itunes-scores-with-the-beatles-but-apple-8217s-music-sales-still-lag/6807

"If they want to raise the prices, it means they are getting greedy." [...] Jobs

“Others have faced similar battles in recent times, including Blockbuster who

filled for Chapter 11 in September of this year, clearly signaling the near death of physical

distribution of DVDs.”http://www.finextra.com/community/fullblog.aspx?ID=4754

vídeo

http://www.nytimes.com/2010/11/25/business/25netflix.html?hpw

jornais

“Roll over, Gutenberg! Publishing legend Jason Epstein says the only way to save the book

industry is to get rid of all the books.”http://www.thedailybeast.com/blogs-and-stories/2009-01-08/an-autopsy-of-the-book-business/full/

livros

O que está sob ataque aqui não é o DVD, não são os Beatles, livros ou CDs e vinil – o que está

sob ataque é a distribuição física de mercadorias que podem ser facilmente digitalizadas.

3) Ruptura no mercado editorial de livros didáticos e científicos

iChapters

iChapters is Cengage Learning's discount online store for more than 15,000 printed textbooks, eTextbooks, individual eChapters, study help tools, including online homework solutions like CengageNow, OWL, Aplia, Personal Trainer etc. [...,] audio study tools sold as a complete audio book or individual eChapters and select video study tool products"

All materials fall under traditional copyright. Downloadable materials are PDFs secured with DRM software from Oracle's SealedMedia and require a proprietary special "unsealer" plug-in for Adobe Acrobat to read the electronic content

Iniciativas de autores “self-publishing”

Reações

“Digital textbooks done wrong”

E-textbooks are too expensive

• The e-textbooks we surveyed cost on average exactly the same as a new hard copy of the same title bought and sold back to the bookstore.• The e-textbooks we surveyed cost on average 39% more than a used hard copy of the same title bought and sold back online.

Printing is costly and difficult

• Printing was limited to 10 pages per session for each of the e-textbooks we surveyed.• Buying and printing half of an e-textbook was three times the cost of buying a used hard copy and selling it back to the bookstore, for the books we surveyed.

E-textbooks are difficult to access

• Students have to choose between using the book online or using it offline - they cannot do both.• Most (75%) of the e-textbooks we surveyed expired after 180 days, so students do not have the option to access their books in the future.

http://www.studentpirgs.org/textbooks/reports/course-correction

Preço e acesso

Preco médio do livro didático sofreu um aumento de 217% no período de 1994 a 2005, subindo de R$2,20 para R$6,97. (IPEA (2007)

Dispositivos e acesso

http://seattletimes.nwsource.com/html/localnews/2013373872_textbooks08m.html

Abertura e acesso

“…The open provision of educational resources enabled by information and

education technologies, for consultation, use and adaptation by a

community of users…” (UNESCO, 2002)

Learning Content Tools

Intellectual property licenses to promote open publishing of materials, design-principles, and localization of content.

Full courses, course materials, content modules, learning objects, collections, journals

Software to support the creation, delivery, use and improvement of open learning content including searching and organization of content, content and learning management systems, content development tools, and on-line learning communities.

IP

•Reference materials•Open textbooks/learning materials

•Platforms•Open courses•Tools

Open textbooks "are textbooks that are freely available with nonrestrictive licenses. Covering a wide range of

disciplines, open textbooks are available to download and print in various file formats from several web sites and

OER repositories. Open textbooks can range from public domain books to existing textbooks to textbooks created

specifically for OER. Open textbooks help solve the problems of the high cost of textbooks, book shortages, and access to textbooks as well as providing the capacity

to better meet local teaching and learning needs" (ISKME).

Abertura e acesso: Livros didáticos abertos“open source textbooks”

http://cnx.org/content/m15767/latest/

Iniciativas “non-profit”

Introduction to Economic Analysis

R. Preston McAfee, Caltech

ISBN: 160049000X

Used at:Harvard, NYU, Cal Poly, UC-Santa Barbara, Caltech, Oregon State,

Claremont McKenna….

www.introecon.com

Online: FreePDF/Word: Free

Hard copy: $11.10

Collaborative Statistics

Barbara Illowsky & Susan Dean

ISBN: 9780978745973

Online: FreePDF/Word: Free

Hard copy: $31.98

For more information:www.collegeopentextbooks.org

Publisher: Wiley Open: Connexions & QOOP

Downloadable version: $77.50

Downloadable & online versions: FREE

Printed bound version: $141.95 new $110.25 used

Printed bound version: $31.98 new

Comparação de livros de estatística

• "Flexbook” - "high quality educational content that will serve both as core text as well as provide an adaptive environment for learning"

• "through a combination of author donations, licensing partnerships, incentives for community-based authorship, and university collaborations"

• Future content is planned to be commons-based peer-produced and moderated by CK-12 to align with "an expanding base of learning standards like McREL Compendium“

• Content is available under Creative Commons Attribution-Share Alike licenses with any on-demand printing costs born by users (print on home computer or through on-demand company).

• Users are encouraged to customize the downloadable content as well

• a Physics Flexbook for use in the Commonwealth of Virginia. Thirteen scientists, teachers, and professors volunteered to write the book with CK-12's support. The book was written in 2.5 months, including diagrams in high resolution (added to the CK-12 reposition, "keeping in line with the philosophy of open content"), "with another two weeks for quality assurance". (Park 2008)

CK-12

Curriki• the first and only Internet site for Open Source

Curriculum (OSC), which will provide universal access to free curricula and instructional materials for grades K-12.

• Focus: online repository for K-12 curricula in the areas of

mathematics, science, technology, reading and language arts, and languages.

• Relevant Press: http://www.nytimes.com/2007/11/25/technology/25iht-curriki26.1.8466585.html?_r=1

Modelos de Negócio Abertos

• Bloomsbury Academic is a new imprint of Britian's Bloomsbury Publishing Group Plc focused on academic works in the humanities and social sciences.

• All works can be leased for free online under a Creative Commons non-commercial license, and print-on-demand (POD) copies are available "at reasonable prices“. Some will also be available for purchase in a number of e-book formats, many with enhanced features.

• A presentation by Dr. Pinter: http://webcast.oii.ox.ac.uk/?view=Webcast&ID=20081121_268

Bloomsbury Academic

Modelos de Negócio Aberto

• Caso de Estudo:

The Flatworld Model

• Flatworld Knowledge e uma editora startup de livros diadticos abertos que opera com base em renda proveniente de modelos opcionais de consumo de recursos educacionais como copias impressas, digitais e materiais complementares (“study aids”).

• Dr. Mason Carpenter, um autor tanto da Flat World e Pearson, afirma que os royalties provenientes de seus livros abertos esta alcancando o proveniente de seus livros abertos.

Open Textbooks

Affordable Choices

Authors

The Flatworld Model

Social Learning

Open Textbooks

Affordable Choices

The Flatworld Model

Top Authors

Social Learning

Fully Supported

Professionally Developed

Peer Reviewed

Open Textbooks

Affordable Choices

Authors

The Flatworld Model

Top Authors

Social Learning

Open

Open License

Open Platform

Open Textbooks

Affordable Choices

Authors

The Flatworld Model

Top Authors

Social Learning

Open

Open Textbooks

Affordable Choices

Authors

The Flatworld Model

Top Authors

Social Learning

Open Free

Open Textbooks

Affordable Choices

Authors

The Flatworld Model

Top Authors

Social Learning

Open Free

No Access Codes

Inside LMS

Open Textbooks

Affordable Choices

Authors

The Flatworld Model

Top Authors Free Open

Social Learning

Alternate Formats

Softcover Print

Audio

Self-Print

Kindle/Sony (coming)

Open Textbooks

Affordable Choices

Authors

The Flatworld Model

Top Authors

Social Learning

Alternate FormatsFree Open

Open Textbooks

Affordable Choices

Authors

The Flatworld Model

Top Authors

Social Learning

Alternate Formats Efficient Study AidsFree Open

Open Textbooks

Affordable Choices

Authors

The Flatworld Model

Top Authors

Social Learning

Alternate Formats Efficient Study Aids

Audio Study Guides

Online Practice Quizzes

Digital Flashcards

Free Open

Open Textbooks

Affordable Choices

Authors

The Flatworld Model

Top Authors

Social Learning

Alternate Formats Efficient Study Aids CollaborationFree Open

Open Textbooks

Affordable Choices

Authors

The Flatworld Model

Top Authors

Social Learning

Alternate Formats Efficient Study Aids CollaborationFree Open

Diferentes formatos e preços

Funciona?

c

BooksAuthors(56) (27)

Platform(3)

tttForthcoming Titles

1. Basics of Oral Business Communication by McLean (Nov 09)2. Basics of Written Business Communication by McLean (Nov 09)3. Exploring Business by Collins (Dec 08)4. Financial Accounting by Hoyle and Skender (Nov 09)5. Franchising: A Graphic Novel by Combs, Ketchen, Short,, & Simon (Aug 09)6. Fundamentals of Income Tax Theory & Practice by Kiefer (Jan 09)7. Introduction to Economic Analysis (Iterm. Micro) by McAfee (Jan 09)8. Launch! Advertising and Promotion by Solomon, Duke, & Nizan (Dec 08)9. Digital Compass: A Managers Guide to Harnessing IT by Gallaugher (Mar 09)10. Managing to Succeed: A Graphic Novel by Short, Bauer, Simon, & Ketchen (Mar 09)11. Money and Banking by Wright & Quadrini (May 09)12. Organizational Behavior by Bauer and Erdogan (Mar 09)13. Principles of Management by Carpenter, Bauer, & Erdogan (Mar 09)14. Principles of Marketing by Tanner, Raymond, & Schuster (Mar 09)15. Principles of Microeconomics by Rittenberg and Tregarthen (Dec 08)16. Principles of Macroeconomics by Rittenberg and Tregarthen (May 09)17. Principles of Economics by Rittenberg and Tregarthen (Jun 09)18. Risk Management by Baranioff, Brockett, and Kahane (Jun 09)19. The Path to Sustainable Business by Larson20. Creative Destruction: The Economics of E-Commerce and the Internet by James Koch21. Project Management in a Virtual World by Darnall & Preston22. Personal Finance by Siegel

Allyn & BaconAllyn & Bacon

McGraw HillMcGraw Hill

Prentice Hall

McGraw Hill

McGraw Hill

Bedford Freeman Worth

Bedford Freeman WorthBedford Freeman Worth

Bedford Freeman Worth

Harcourt

Norton

Cal Tech / Yahoo

Boston College

NYU / USCPortland State

U of VA – Darden School

Prentice Hall

Prentice Hall

Top 10 - Razões

① Get a great books & supplements.② Use new editions on your terms.③ Make your book like your course (or not).④ Don’t change your life very much.⑤ Do change theirs – choice for the first time.⑥ Level the playing field – everyone has access. And

Immediately. ⑦ No more access codes. Ever. ⑧ Integration into your LMS. ⑨ Did we say no more access codes? ⑩ Support a market-based solution.

Adoção de Modelos Abertos

Phase 1 page

Pearson, US CEOPeter Cohen

• “We are now in a transformational period. Everything we have has to be two worlds: print and digital.”

• “The future of learning is going to be high-quality online material and, to a lesser extent, textbooks.’’

Houghton MifflinWendy Colby, senior vice president

• “The textbook is no longer the center of the educational universe.”

Conclusões

• Existem forças e tendências que estão “rompendo” radicalmente as indústrias de conteúdo e essas não vão desaparecer

• Novos modelos de negócio estão absorvendo essas forças e tendências mas esses modelos ainda estão sob prova

• Voce deveria começar a experimentar com conteúdo aberto e agregação dentro de seus modelos de negócios

74

Obrigado!

Carolina RossiniCarolina.rossini@gmail.comwww.rea.net.br

Anexo

Mais sobre a Flat World Knowledge

• http://publishingperspectives.com/2010/08/flat-world-knowledges-freemium-textbooks-gain-140000-users-average-34-per-sale/

• http://creativecommons.org/tag/flatworld-knowledge

• http://arstechnica.com/old/content/2008/09/flat-world-knowledge.ars

• http://www.bnet.com/blog/media/flat-world-knowledge-a-disruptive-business-model/3790

• http://www.reuters.com/article/idUSTRE52U3OQ20090331