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Ebooks: August 2008
How To Read O'Reilly EPUB eBooks on your iPhone with Stanza
Andrew Savikas
August 29, 2008
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Update 12/1/08: O'Reilly ebooks can now be downloaded directly to an iPhone or iPod Touch through Stanza. Learn more here.
Since we released 30 of our books as ebook bundles (including EPUB, PDF, and Kindle-compatible Mobipocket format) as a pilot program, a steady stream of customers has been asking how to view them on their iPhone.
The quickest and easiest way is to use the BookWorm EPUB reader, which has a slick iPhone interface; however, that still requires you be online to read your books. We are actively exploring several options for deploying standalone iPhone Apps (Houghton recently did the same with several reference titles, like the American Heritage Dictionary), but in the meantime some recent updates to the Stanza iPhone App mean it's now possible to transfer your O'Reilly EPUB ebooks to your iPhone for offline reading.
This post will show you how I did it on a MacBook Pro with an iPhone 3G. My attempts to do the same with Windows were unsuccessful, and I haven't tried it with an iPod Touch. As always, your mileage may vary. These instructions assume you've purchased at least one O'Reilly EPUB ebook, and saved it to your Mac, and that your Mac and iPhone are on the same wireless network (alternatives described on the Stanza site).
- Install the Stanza iPhone App and the Stanza Desktop Reader.
- From the Desktop Reader, open one of your EPUB books
- From the Desktop Reader, choose Tools→Enable Sharing
- Again, make sure both your iPhone and Mac are on the same wireless network
- Fire up the Stanza iPhone App, which should bring up the main Library screen:
- Choose "Shared Books," which should display the EPUB book you have open on your Mac:
- Next, select the book you want to download to your iPhone. Once it's finished downloading, the icon will change from the green down-arrow to the blue right-arrow as shown above. You can now read your book on your iPhone, offline or on. Here's a screenshot from the iPhone Missing Manual:
There's more info on the Stanza website, but a few things to note about reading these on the iPhone:
- A lot of the formatting isn't (yet) supported by Stanza, including lists and tables. The text appears, but without bullets or clear indentation.
- Images, on the other hand, look great
- Searching only operates on the current section
- Internal and external hyperlinks are not active
There will continue to be improvements among iPhone-based ebook readers, and I expect to see even more experimentation and innovation around turning book content into actual applications. (And if you do manage to get this working on Windows, let me know in the comments.)
On a related note, the response to our ebook pilot has been quite positive, and we're working hard to get many, many more O'Reilly books available very soon as full ebook bundles (in the meantime, remember that if you buy the PDF version or print-plus-PDF bundle, you'll get all of the ebook versions as a free update as soon as they're available).
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Q&A; with Developer Who Turns Ebooks into iPhone Applications
Mac Slocum
August 21, 2008
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Ebook files and e-reader software usually exist as separate entities, but Tom Peck of AppEngines merged the two to create individual ebook applications for the iPhone App Store. In the following Q&A;, Peck discusses his ebook software development process, consumer response to his apps, and future ebook projects.
Why did you opt to bundle individual ebooks as software applications rather than create a single e-reader program?
I have been reading ebooks (mostly from eReader.com) for many years. I wanted to make a book reader program for the iPhone that was as simple to use as possible. I feel that the way existing ebook solutions work is too complex for many users: they have to download the ebook software, then go to a separate Web site and create an account, enter credit card data, and then find and purchase content.
The iPhone App Store sales and distribution process makes it simpler and more convenient to have an ebook reader as part of an ebook itself. Developers can only distribute applications through the App Store; there is no way to distribute data files like ebooks. Therefore, it made sense to me that each book had to be a complete application.
Although this is more convenient for App Store customers to get a book, the process of making each book into an app takes more time for development. Each book becomes its own Xcode project, requires testing, and requires time to load all of the data (descriptions, screen shots, application file) to the App Store. I have developed tools and techniques that automate as much as possible, but each book takes several hours to complete, not counting the many hours spent writing the ebook reader itself.
Have you used any of the e-reader applications available through the App Store (e.g. Stanza, eReader, etc.)? If so, how do these compare to your own apps?
I have used the eReader software. I am a long-time eReader customer, having purchased dozens of their books and read them on my Treo. I have not used Stanza.
The biggest difference is that those products let the user download content from the Internet. Some let users create their own content and download it to the iPhone, which is nice. My reader is purely a book reader.
The eReader app supports a bookshelf list, showing all the ebooks. With my apps, each ebook appears as its own icon on the home screen.
My current reader program compares nicely to eReader. At the moment, I do not support landscape mode, which eReader does. Both offer text search and table of contents. I admit that the search function in my first batch of books was not very usable; newer books have a much better implementation, even better than eReader's. Both programs support different font sizes, images embedded within the text, layout options such as indenting and centering, and font styles.
One feature my reader has is instant repagination when the user changes font size. Using my reader, the user can increase or decrease font size using the "pinch" gesture, similar to zooming in and out of photos, and the results are immediate. I spent a lot of time to make this very, very fast. Changing the font size in eReader requires the program to repaginate in the background, a process that can take over 30 seconds for the entire book.
How many ebooks have you made available through the App Store?
Currently, about 140. More are in the pipeline; all newer, copyrighted works from other publishers and authors.
What has the response been like?
Response has been very good. My current download numbers for all books (not counting several free books) is almost 1,000 books a day. The numbers per book vary day by day, with some books having as many as 50 downloads a day. Most of the public domain titles have counts around five per day.
Most encouraging are that the newer works are selling just as well as the classic stuff. iPulp, a publisher of science-fiction and adventure short stories for young adults, has four works in the store right now with six more in review. These are priced at $0.99 and $1.99 and have sales of about 10 per day. The two Max Quick novels sell for $5.99 each. Currently they are selling about 13 copies per day and the numbers are increasing (they've been in the store for less than two weeks).
Are you selling ebooks or ebook applications through other platforms?
Right now, I am only working with the App Store. I am watching to see what other cell phone vendors and carriers do. As some of your blog postings have noted, the success of the App Store is making other carriers look at copying Apple.
I have spent time with Google's Android platform and have a version of the ebook software that runs on Android.
How much of your ebook content comes from Project Gutenberg?
My initial group of books, about 110, were all from Project Gutenberg. I constantly get requests from customers to add new books, so I have added more Project Gutenberg stuff. Now that I am working with publishers and authors to produce their works as ebooks, I will focus primarily on new works.
Can you list some of these publishers/authors? How did your relationships with these publishers and authors come together?
In the store now are a book on computer security by Neal Puff and a memoir by Teresa Wright. All relationships came about because of my presence in the App Store with the initial set of ebooks. I've been contacted by small publishers and individual authors to turn their works into ebooks for the iPhone. I work with them to get the content in an appropriate format, get the various graphic elements (cover art, icons, etc.), produce the ebook app, have them review the app, and put the app into the App Store.
Do publishers pay you a flat fee to prep App Store titles or is it a revenue share?
Revenue share.
Did you anticipate this type of publisher response?
I was a bit surprised at how quickly publishers contacted me. I thought I would have to market to them.
Are there other content sources or types you'd like to incorporate?
One publisher I am working with offers textbooks. That would be an interesting type of content. A textbook could take advantage of the ebook being a standalone app, offering more interactive content for quizzes that would appear within the book.
Some App Store reviewers complain that you're making money off of public domain content. How do you address these complaints?
The Project Gutenberg license clearly allows people to sell works based on the Gutenberg files. I am following the license, and I do send 20 percent of the revenue earned to the Project Gutenberg Foundation. Mobipocket, eReader and Amazon Kindle all sell public domain works for much more than $0.99.
Each book requires a lot of manual work. The Project Gutenberg text files are a good starting point, but I have to edit each one to add information about chapter starts, poems, songs, emphasized text, etc. Many files have extra data like page numbers that have to be cleaned up. I tried to automate this part, but there is so much variety in the files that only hand editing can get the correct results.
Since your ebooks are applications, and iPhone apps are stored on the device's docking screens, is there a concern about clutter? Do you have any organization tips for people who buy multiple ebook apps?
I would say that this is a general problem with the iPhone Home Screen user interface. iPhone blog sites describe users with 100 apps or more on their devices, and finding a specific app can become a problem.
iTunes does allow users to selectively install apps on individual devices. This is probably the best way to deal with lots of apps: for users to only install the apps they need, and keep the rest on their desktop machine. Personally, I tend to read about two books at a time, then I remove them from the device when finished.
What near-term features or products are you planning?
I am working on a new version of the reader software that adds many new features: bookmarks, notes, landscape mode, etc. Once completed, I will re-release all existing books with the new features. Customers will get the updates for free.
I also am working on several non-ebook iPhone apps.
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Books Fail to Crack Top 100 in iTunes App Store
Mac Slocum
August 15, 2008
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Over at Radar, Ben Lorica analyzes sales and category data for the iTunes App Store and makes an interesting discovery about the store's book section:
The Book category is comprised mostly of ebooks and while there are over 150 such "apps", it was the only category not represented in the Top 100 rankings ...
As Ben notes, most of the applications in the App Store's book category are individual ebooks -- most drawn from Project Gutenberg -- wrapped up as stand-alone software packages. The user reviews attached to these ebook apps fall into two camps: critics who cry foul over public domain titles repurposed with a price tag, and advocates who see value in the applications' low cost (most are $0.99) and easy access.
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A Big Boost to Books as Apps?
Andrew Savikas
August 14, 2008
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Perhaps inspired by Apple's success with their iPhone App Store (which is already bringing in $1 million a day), T-Mobile has announced plans to add a similar storefront across all of their phones -- reaching more than 30 million subscribers. From Silicon Alley Insider:
This fall, T-Mobile is planning to gut its current, lousy method of distributing mobile apps -- favoring software companies that it has revenue-sharing deals with, according to MocoNews. In its place: An iPhone-like app store that's organized by popularity, not payola. The platform will be open to "almost any developer" that agrees to T-Mobile's revenue split, which one developer says is "very generous."
Books as standalone apps (and as collections, such as Shakespeare) have already proven popular enough for Apple to add "Books" as a category. There are several important implications of this for publishers:
- Disintermediation. This is yet another channel for individual content creators to reach an audience, and some part-time app developers are already earning a nice payday. Surely some will be vanity press material; just as surely some will not.
- Pricing and discount structure. Right now Apple takes a 30% cut, and paid app prices are settling around tiers like $0.99, $1.99, $4.99 and $9.99 (amusing $1,000 outliers aside). The thrashing continues on this front, and consumers will be the ultimate arbiter.
- Distribution. Publishers are rightfully wary of Amazon's growing power, and the wireless delivery is arguably the driver behind the bullish outlook on the Kindle. The iPhone App Store and now T-Mobile are welcome competition, though carry a double-edged sword as gatekeepers controlling which content gets in front of their customers.
- Form, not just format. Smart publishers (and as usual, I use the term loosely) will go beyond just displaying printed book content in these new devices. Digital, networked environments require rethinking how best to do the "job" of a book.
The distinctions between content and software are falling away, and smart publishers need to begin adjusting accordingly.
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Optimizing Web Content for the Kindle Browser
Liza Daly
August 13, 2008
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Amazon's Kindle store is convenient, easy-to-use and stocked with thousands of titles.
But what about publishers and content distributors who want to reach the
estimated 240,000 Kindle users without going through Amazon's program? And what about content formats that the Kindle does not directly support?
One selling point of the device is its free, ubiquitous Internet service and Web browser. Amazon has filed the browser under "Experimental" but it's quite usable as-is. With a few simple changes to a Web site's HTML code, it's even possible to specially cater to Kindle users.
The screenshots used in this article are from the mobile version of Bookworm, my Web application for reading ebooks in the EPUB format. Although what's being displayed is ebook content, it's being delivered by the Kindle's browser, not the Kindle ebook technology, which does not yet support EPUB.
Because the mobile Web version is already heavily optimized for small devices, the layout is simpler than a traditional Web site. What works for an iPhone or other wireless device will also be a good starting point for the Kindle, although we'll see there are some special considerations that don't apply to any other device.
Default or Advanced Mode?
When the Kindle ships, its Web browser is in "default mode." It will not load images or CSS styles, but it does render basic HTML tags like the italic tag <i>. Personally, I prefer "advanced mode," which displays Web pages more like a traditional browser, but some sites can be unreadable in this mode.
When optimizing for the Kindle it's best to consider that most users will not change from "default mode," or even realize that the option exists.
How different are these modes? Here is a comparison shot of the same screen from Bookworm in both modes:
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| My list of books in Advanced mode, showing tabular layout and more advanced font styles | My list of books in Default mode |
In Default mode, all the information about the books runs together. It would be better to present this as a simple vertical list, the way the Amazon Kindle store does, rather than as a table.
Font Size Considerations
You can choose from six font sizes in the Kindle browser. As a content creator, you can provide a wider range of font sizes in your Kindle-formatted Web page, but take care that they aren't too small. The device doesn't clearly display fonts that are smaller than its default six sizes.
In this screenshot, the table of contents for a Bookworm book is not readable, even though this page has already been tailored for the small display of mobile phones:
This problem is only likely to occur in Advanced mode where stylesheets are activated.
Usability
The Kindle's method of selecting and traversing hyperlinks is unique. The user activates links by selecting along the vertical, or Y-axis, using the scroll wheel. When multiple links fall on the same line, the Kindle will open a dialog box so the user can clarify which link is the target.
In Bookworm, users move to the next or previous chapter by selecting navigation links lined up horizontally (see the top row of the first image). In the Kindle, this presentation forces the user to click a second time to select the appropriate one:
For commonly-used navigational items like this, line up the links in a vertical row:
- Next
- Contents
- Previous
Now no second click (and accompanying page refresh) is necessary.
It's also important to remember that the Kindle is a black-and-white device. If your site uses text color to convey any useful information (such as what is or is not a hyperlink), re-work the design to accommodate a grayscale display.
Finally, keep pages short. The Kindle cannot scroll; long Web pages are paginated like books. Pagination with E Ink devices is slow relative to scrolling on a computer screen. If possible, keep all your content on the first Kindle "page" when viewed at the default font size.
Targeting the Kindle
Web browsers are identified using their "user-agent" string. The current
version of the Kindle is broadcasting this user-agent:
Mozilla/4.0 (compatible; Linux 2.6.10) NetFront/3.3 Kindle/1.0
(screen 600x800).
It's beyond the scope of this article to describe how to set up your
Web site to deliver different kinds of content to different browsers,
a process that varies considerably with your site's technology.
How do you test your layout if you don't have a Kindle? There's no substitute for having the real device (tell your boss it's for "research"), and currently Amazon does not offer any kind of browser emulator. Some possibilities:
- Disable stylesheets on your browser and look at the output. Does it still make sense? (Instructions for disabling stylesheets; Firefox users should install the Web Developer add-on)
- Use a text-only browser like Lynx
Some Last Advice
Don't spend too much time on this process. The next version of the Kindle is expected soon, no doubt with an improved browser. Indeed, Amazon could offer a new version of the existing browser at any time. Most of the changes recommended above should take little time and money to implement, and can make a great difference in user experience.
In addition, optimizing your site for small-screen browsers can have other benefits: they allow an increasing number of mobile users to get quick access to your content, and aid accessibility for screen-readers and other non-standard browser types.
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Pricing Digital Book Content: Where's the Sweet Spot?
Andrew Savikas
August 12, 2008
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A recent post from Adam Hodgkin over at the Exact Editions blog on book pricing kicked off a great thread on Peter Brantley's Reading 2.0 list. (Pricing also popped up quite quickly in the comments thread around our recent ebook pilot.) Adam argues that deriving digital prices from print ones is the wrong way to go:
At this stage in the development of the ebook market, book publishers who think about digital pricing tend to work back from the print price, to find a satisfactory, ebook price at 50% or 60% or X% of the list price of the print work (think of £195 annual subscription as the mortgage payment on a book -- I bet that is the way OUP fixed their subscription price). It will take a bit of time before publishers and marketers realise that the cost of production, in the sense of 'unit cost', has no conceivable bearing on the digital pricing, whether for outright sale or for an annual subscription. The chances are that in the medium term ebook prices will migrate to some more or less fixed pricing levels: $2.99, $4.99, $9.99, perhaps $19.99. Simplicity will be a virtue and digital books will be seen as having some natural price points (cf CDs or DVDs).
Mike Shatzkin followed up with his own insights:
This triggers a few thoughts about ebook pricing which are neither conclusive nor particularly consistent.
Ebook pricing for IP that is sold in single-title print book form (i.e.stand-alone trade and professional books) will inevitably refer to the unit cost of manufacturing the print book. Since that was a component of the print book price, it becomes a factor in the publisher's formulation of the ebook price. Why?
Because the author and the retailers will expect it to be that way and anything that fails expectations results in friction, contentious conversation with important trading partners a publisher would prefer to avoid.
Amazon is doing their best to break this linkage by having seized control of Kindle book pricing in ways that only they can. (It is highly unlikely that Sony would see value in selling a book below cost in order to establish a $9.99 pricing standard, as Amazon has done.) So far, publishers have not been forced to alter their pricing to Amazon to make wholesale prices conform to that retail price.
There is a "Soapbox" piece in this week's PW -- not available online as far as I can tell -- by superagent Andrew Wylie advocating (with flawed facts and flawed logic, in my opinion) that ebook retail prices should be the same as printed book retail prices and that the author's royalty should go up to 22.5% on the ebook. That's the author expectation I was referring to earlier, expressed by a powerful agent.
Wylie's argument is that if ebooks are cheaper than the corresponding print book, printed books will be abandoned and publishers will then and therefore no longer be necessary.
There is actually an analogy between Kindle pricing and book club pricing. Publishers told retailers for generations not to worry about lower prices offered by book clubs, because club membership (the obligations...) created a hurdle that left most book readers out and the PR generated by the clubs were a catalyst to sales elsewhere. Similarly, Kindle pricing is only available (useful) to people who plunked down their $349 or $399 for the Kindle, which relatively few people have done. So the Kindle pricing shouldn't affect the printed book pricing. In fact, with overall sales levels still having trouble cracking 1% of the total, NO ebook pricing should have much impact on printed book pricing. Yet. Despite the concerns of retailers and authors.
We are many experiments away from settling this question, which is a moving target. What makes sense when ebooks are 1% of the market may not when they are 10%, or 30% (and we'll be working our way up to those levels for a VERY long time.)
Bill Janssen, who addressed this recently in a post of his own, then weighed in:
Excellent point.
But there are many facets to this. It's interesting that many booksellers for the iPhone (well, eReader, Stanza) are essentially repeating what they did with the Palm, by distributing an app that is both a bookstore and a reader. The books are hidden behind the retailer's icon. Is that the best idea? Would authors prefer their books to be "first-class" apps? That is, the book would have its own icon on the iPhone "desktop"? Perhaps the app would have links of some sort to other works by the same author? Author branding instead of publisher/distributor branding?
I still feel that there's a powerful economic pressure for more disintermediation here...
But i2s' Alain Pierrot isn't quite ready for publishers to step aside:
I'd hate having the narrow space of any of my mobile devices clogged by a dozen or more 'disintermediated' author's egoes...
Which doesn't mean either that I'm not a faithful 'fan' of individual authors. (I used to buy anything Julio Cortázar would issue and wait for the next...) But I do appreciate branding from a publisher as the good mix between time saving, quality warranty (whatever this can mean for each individual) and serendipity: obviously, some readers used to make a safe and fast bet when they bought latin american litterature from Gallimard's "La Croix du sud" collection without having been introduced to such or such an author.
Author branding might be a very short-sighted fantasm, nearer last century's most silly situations such as Enver Hodja's control of Albania's publishing, than any realistic situation where a brand offers good value to save time and attention.
Pricing also popped up in the comments thread around our recent ebooks pilot, including this one:
It seems to me though that your attempts to price "at a discount" from print books are misguided at best and silly at worst.
You need to start thinking in terms of "at an increment" from ZERO. The web is a huge place and offers amazing content for free. You would be wise to consider how much EXTRA you want to make from your existing paper publishing business. If you were only publishing digitally then I do agree that you need to take the discount approach.
I'll add that within our own Safari Books Online (our joint venture with Pearson), subscription pricing is not directly related to print prices, though the formula for paying out royalties to publishers does include the book's MSRP.
A lot of people are trying to figure out where prices are headed for digital book content, and to date there's not much consensus (among publishers or among customers). Add your own thoughts in the comments section -- what do you think?
Reinventing the Book and Killing It are Separate Things
Mac Slocum
August 11, 2008
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Richard Cohen has a bone to pick with Amazon, the Kindle, digital books, and anyone who threatens the welfare of bookstores, children and unknown literature. From Cohen's Washington Post column:
... over at Amazon they are inadvertently thinking of ways to make the world worse for children and for the grown-ups who love them to pieces. What Jeffrey P. Bezos, Amazon's founder, wants more than anything is to do away with the book as we know it. "Jeff once said that he couldn't imagine anything more important than reinventing the book," said Steven Kessel, one of Bezos's top guys. Kessel is in charge of digitizing everything in sight.
Nothing more important than reinventing the book? Not ending world hunger? Not taking Rush Limbaugh off the air? None of these? What's wrong with the book? I understand that it's bulky and expensive to ship and that it entails the consumption of paper, which is probably not green, but then what is? The book has been around for a very long time (Google the exact number of years, please), and I love it so.
Cohen's column adheres to the "book lover overreaction" we've discussed previously. Market forces and changing consumer tastes may indeed signal the end of traditional bookstores, and that's something to lament and fight against. But this idea that digital books have been set loose by entrepreneurial masterminds -- diabolical sorts intent on destroying the print universe -- is overwrought. "Reinventing" the book is not synonymous with "killing the print book." Digital books are nothing more than alternative delivery mechanisms for content. Their intent (if ebooks can have intent) is to expand choice, not eradicate the printed volume.
I can't tell if Cohen is saying goodbye to print books or bookstores or some combination of the two. His column is clearly a cathartic exercise, not a market analysis, but the association he seems to make between a downturn in bookstores and the rise of digital books is incorrect. Bookstores are in decline partly because consumers are purchasing their core product -- print books -- through online retailers like Amazon. Ebooks may eventually achieve widespread adoption and, by extension, lead to the shuttering of traditional bookstores, but that's not currently the case.
Related Stories:
What if Ebooks Were the Dominant Platform?
Mac Slocum
August 5, 2008
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I recently came across an old blog post from Harvard Business School professor Andrew McAfee that discusses the utility of the "technology flip test". McAfee writes:
At a conference years back I was sitting on a panel that was asked to talk about future of the book. As the discussion was heating up about the inevitability of the electric media, someone on the panel (I wish it had been me) proposed a flip test. He said "Let's say the world has only e-books, then someone introduces this technology called 'paper.' It's cheap, portable, lasts essentially forever, and requires no batteries. You can't write over it once it's been written on, but you buy more very cheaply. Wouldn't that technology come to dominate the market?" It's fair to say that comment changed the direction of the panel.
The ebook vs paper flip test is intriguing for a number of reasons:
- It inverts the offense and defense: Ebook advocates become defenders and paper-book supporters become disruptors. Shaking off the vestiges of a default argument is always a good idea -- think of it as a "debate cleanser."
- It amplifies the strengths of each format ... initially: When I ran through the flip test on my own, I at first honed in on the cost savings of ebooks (no paper, no printing, no shipping) and the sensory aspects of print books. But further review revealed deeper complexities to this debate. And that led me to ...
- It upends assumptions: Print's dominant position in the real world causes me to challenge pro-print arguments, most notably the tactile experience overreaction that often derails discussions. But placing ebooks in the hot seat gave me a new perspective on ebook defenses. For example, if my default reading environment was electronic and networked, would I want (or need) a disconnected outlet? Would I crave solitude and a languid pace? Does the upside of ebook economics supersede the other reading/storytelling experiences I'm looking for, or would I welcome a print alternative the way I now welcome an electronic option?
What's your take on the flip test? Does inverting the argument open the discussion, or is this a diversionary trick that detracts from the issues at hand? Please share your thoughts in the comments area.
(Original idea and McAfee link via Reading 2.0 list.)
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