Pricing Digital Products

AN AN (O'Reilly Media, Inc.), Sara Lloyd (Pan Macmillan), Neelan Choksi (Lexcycle)
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Is $9.99 the new “normal” for ebook pricing? Or is the sweet spot
closer to $3.99, or $1.99, through the iTunes store? As the age of
ebooks dawns, publishers are struggling to find pricing that works for
their customers and their business models. It’s a time of transition
fraught with challenges and opportunities. Join panelists Allen Noren
of O’Reilly Media, Sara Lloyd of Macmillan, Neelan Choksi of Lexcycle,
and Michael Serbins of Short Covers as they gaze over the horizon.

Photo of AN AN


O'Reilly Media, Inc.

Allen Noren is VP Online at O’Reilly Media. He’s been with the company since 1992 when one of his first jobs was to maintain the O’Reilly Gopher site. He was a founding member of the GNN team that built one of the first commercial web portals, and was part of the group that created Safari Books Online, the O’Reilly ebook program, and online events. Allen is in charge of, the company’s ecommerce, news, and marketing portal.

Photo of Sara Lloyd

Sara Lloyd

Pan Macmillan

Sara Lloyd is Digital Director for the UK trade publishing house,
Pan Macmillan. She is responsible for developing the company’s digital
strategy and publishing programme, management of Pan’s Web platform,
applications and tools and leading the organisational, cultural and
operational change to enable Pan Macmillan to position itself for an
increasingly digital future. Sara’s career over the last 15 years has
spanned newspaper, academic, reference, STM and trade publishing and she
has played a key role in transforming many publishing businesses from
print to digital. She is a regular presenter and writer on all matters
digital, and recently made waves in the global publishing scene with
her article ‘A Book Publisher’s Manifesto for the Twenty First Century’, originally
written for the US journal, Library Trends.

Photo of Neelan Choksi

Neelan Choksi


Neelan Choksi is the CEO of Lexcycle, the company behind Stanza. With over 2.0 million users in over 60 countries and over 12 million eBooks downloaded, Stanza is the most popular eBook reader for the iPhone and IPod Touch.

Lexcycle was acquired by Amazon in April. Prior to joining Lexcycle, Neelan was the COO at SpringSource (recently acquired by VMWare), the company behind the popular open source Spring Framework. Neelan served as the co-founder and President at SolarMetric, a leading object relational mapping provider, which was acquired by BEA Systems in 2005. Neelan also worked for TechTrader, Andersen Consulting Strategic Services and Exxon Research and Engineering. He currently serves on the board of Tasktop Technologies. Neelan is a graduate of MIT (and was part of the often-publicized MIT Blackjack team), Stevens Institute of Technology, and the University of Chicago Booth Graduate School of Business.

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Guy Paddock
02/10/2009 11:49am EST

I felt we didn’t really converge on a key point. I mean, saying books should be priced the same online as in print is one thing, but it fails to recognize the different affordances a book provides in each medium to each type of reader.

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