Current scenario of eBooks Market in India

Download Report on ePublishing Industry in India

It is difficult to come out with an exact or a close approximate figure for turnover of the eBook market in India. The demand for eBooks in India at present is lower than the other ePublications such as eJournals and certainly behind its print counterpart. The reasons are varied and can range from psychological factors to lack of availability or limited circulation of economically priced eBook readers. A report by Forrester indicates that the US will lead the demand for eBooks content with sales over US $500 million and for eText books through 2010 but acknowledges that the dynamics for higher growths vests with consumer markets like India and China. Advantage India lies in its high quality and low cost of output.

Segment wise classification of availability of eBooks in India

• Research related
• Educational material
• Medical eBooks
• Travel related eBooks
• Information Technology
• Business eBooks
• Other fiction and non fiction

Demand for eBooks in India and Industry Dynamics

The demand for eBooks enjoys a positive linear relationship with a few factors such as increase in computer, internet and mobile phone usage. Moreover, from a bottom up approach point of view, the acceptance of an eBook depends upon the degree of convenience that the reader enjoys with the electronic medium and the vernacular in which the book is available. Industry association such as CII is lobbying for orchestrated growth of the industry and the Government of India’s education sector reforms through its current 5 Year Plan can make the industry conducive for attaining quick growth.

Growth Drivers of the eBooks Market in India

• Publishers’ recognizing the early bird advantage
• Younger population
• Big time acceptance amongst students for studying and amongst organizations conducting research
• Literacy rates consistently improving
• eBooks provide quick access to information and all downloadable forms provide the search functionality
• Consistent increase in mobile telephony, internet and computer usage
• Industry initiatives
• Intensive engagement with international publishers
• Public and sponsored libraries may usher in a radical change

Perceived Challenges of the eBooks Market in India

There is a general feel of lack of transparency in the pricing of the eBook. Unlike printed books which are tangible, prices verifiable and often can be availed at a discount from the store, eBooks offered for sale on a website does not instil that confidence. Not the least, pirated copies can be bought at prices which the cost structure for publication of a genuine publisher can never justify.

Other Marketing Challenges of the eBooks Market in India

Among other challenges worth reckoning are:

• Still lower internet penetration and lower broadband speeds
• Low eCommerce and online purchasing activities
• Lack of confidence in using secured payment gateways, low internet banking and credit/debit card penetration
• Copyright infringements
• Lack of proper eBook reading devices
• Inadequate governmental support and handholding

eBook Consumers’ Demographic Profile in India

Indian consumers are becoming accustomed to reading eNewsletters, eNewspapers, eCoursewares, eJournals issued by business entities and academic institutions etc but not eBooks to the same extent. It is probably the reading habits and the lack of the feeling of a “book in hand” which is hindering the growth of the medium. Still, eBooks of the non-text, reference reading variety are more readily accepted for digital reading. The availability, price, convenience, coverage and internet access charges of eBook reading devices are also standing in the way of growth.

Although free eBook sites exists which provide zero cost download for the content, Indians have a withdrawal symptom when they are asked to pay for the content they download. This mental block will however cease to exist over a period of time when the newer generation especially the student community with its keenness for the electronic media and conscious upbringing by embracing eLearning methods takes more readily to “pay as you use” mode of transacting.

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