Lightweight Content Protection (LCP) Alternative to the valuedestroying Adobe DRM Nicolas Pastorino VP Product, Marketing, Customer Service npastorino@teaebook.com @jeanvoye Feb 2015–Brussels Joint EIBF/FEP meeting 1. 2. 3. 4.
Lightweight Content Protection (LCP) Alternative to the valuedestroying Adobe DRM
Nicolas Pastorino VP Product, Marketing, Customer Service npastorino@teaebook.com@jeanvoye
Feb 2015–Brussels Joint EIBF/FEP meeting
1. 2. 3. 4.
Agenda
The reality of ebook aftersales support Moments of truth: enduser tests Cost, impact of Adobe DRM on the ebook industry Economic & technical alternative : LCP
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Support Activity at TEA: Facts & Figures
1 support ticket per200purchased books 60% of tickets related to Adobe DRM
12,00% 10,00% 8,00% 6,00% 4,00% 2,00% 0,00%
10,45% 7,31% 8,11%
6% 7%
1% 1% 2% 2% 1% 0% 4%
5%
Total; Autre; 129; 18%
21%
32%
Support tickets type breakdown, since Nov 2012
Ratio between amount of support tickets processed and amount of purchased books
Test conditions •Recruited in points of sale •upfront tendency towards ereadingWith or without •Tested without external help (ondemand only) Test scenario 1. Account creation 2. First purchase 3. Reading of the purchased ebook Tested devices •Inkreader •iPhone/iPad application •Android application
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Main takeaway
How many tested endusers successfully read (without help) ebooks protected by an Adobe DRM ? 0%
5
Our first reaction…
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Enduser perception of Adobe DRM
18%
30%
4%
0%
26%
22%
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Does not under the difference with bookseller account
Thinks it is a kind of reader
Does not understand and does nothing
Proceeds without understanding
Knew from before
Understood by himself
Adobe captures much value
•
Adobe DRM hurts us, 4 times rather than 1 •Slows down adoption of ebook, •Slows down innovation & technology, •Exhorbitant cost: ~100K€only,/y for TEA •Theft of customer data + usage data Damages the entire bookchain
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A Painful Way to Protect Authors & Publishers •French ebookscatalog (~190’000 titles):•Adobe DRM (metadata)60% forced under •Alternatives (watermarking) not used a lot •Cost of aftersales support •People solving aftersales issues instead of selling, •Cost of opportunity • “You don’t have twice the chance to make a good first impression”•Adobe DRM creates a deceptive first purchasing/reading experienceDamages customer loyaltymuch less sales on the longrun 9
But…
•Generally positive attitude: Despite serious hurdles, endusers still project themselves in the usage of ebooks, •Some « quickfixes » may marginally improve the user experience:Better guidance, or changes in userinterface wording to workaround the most frequent mistakes.