Page 35 - AC/E's Digital Culture Annual Report 2015

AC/E Digital Culture Annual Report 2015356.- Inserted advertisingThis is a variant on the Freemium model, in which the free part contains advertising.In the case of Ebookplus,44 the author is paid 35% of the advertising inserted in the books provided free of charge.7.- Open AccessOpen Access (OA) accounted for 50% of the articles in academic magazines published between 2008 and 2011 in most countries.8.- P2P– MOOCThis model is part of the collaborative economy, exchange between peers. In the case of educa- tion, MOOCs (Massive Open Online Courses) have witnessed major development, such as Khan Academy,45 with 70 million lessons and more than 2,500 tutorials on YouTube and a million students per month. Other examplesin other sectors are Uber, Cabify,46 zypcar,47 Blablacar48 and Airbnb.499.- Pay what you want or donation, such as leedona.com,50 where you pay what you want for reading.10.- Bundles of products or services, such as the Humble Bundle game packs.5111.- Gamification as a business model that encourages customer conversion and loyalty. According to Gartner, by 2015 more than 50% of the organisations that administer innovation processes will use gamification.12.- ecommerce. According to Paid Content, 39% of readers purchase from publishers’websites and 25% from authors’ websites. In 2013, Internet penetration stood at 70% in Spain, 35% of Internet users purchased online and there were 85,000 online stores with 20% of visits through mobiles; more than 50% growth.13.-Self-publishing. Self-publishing grew by 79% in one year in the United Kingdom. Book Country52 is one of the first cases of a major publisher that created its own self-publishing platform, along with Amazon Kindle Direct Publishing53 and Bubok,54 an online self-pub- lishing platform that makes it possible to edit, publish and sell books on demand, in both paper and digital format.14.-Big Data. The big data model can be a good source of income for publications as a complement to advertising.15.-Prosumer. Inviting your readers to recom- mend reading material. Such as First to Read,55 which invites readers to read the digital “proofs” of forthcoming publishing novelties, or Red Lemonade,56 where readers themselves can steer the course of a book through their recommenda- tions and comments.Just as Darwin stated that “it is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change”, companies unable to adapt to this constantly changing world will not survive.Joana Sánchez