July 29, 2009

EPUB: The next PDF?

The open standard format for reflowable text is driving e-book sales. Why the standard could become as important as the PDF

EPUB, an XML format for reflowable text composed of three open standards and developed by the Toronto-based International Digital Publishing Forum (IDPF), is quickly becoming an e-book industry standard as support from publishers and tech giants such as Adobe Systems Inc., Sony Corp. and Google Inc. continues to grow.

This is good news for both publishers and readers, according to Evan Leibovitch, open source architect at York University who recently presented a session at BootCamp Toronto titled, "Kindle Shmindle: The future of eBooks in Canada."

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Currently involved in a York University project called The Homeless Hub that aims to provide information and resources to the public on homelessness using e-books in EPUB format, he anticipates the open standards format is about to play a huge role for eBooks in Canada.

Leibovitch attributes former e-book struggles to the lack of standards and about 20 different formats, but the standard is now here with EPUB, he said. "I see a lot of opportunities," he said.

The publishing industry is hurting, but this isn't the case with e-books, said Michael Smith, executive director of IDPF. E-book sales are the fastest growing segment of the industry, while U.S. book sales are declining across all markets, he pointed out.

eBooks got a big boost when Amazon.com Inc. entered the market with the Kindle in 2007, according to Smith, but recent investment in the e-book space by large companies have also helped the market take off. This includes Sony's Reader Digital Book, Google's release of a half million public domain e-book titles to Sony, and publishers such as Harlequin Enterprises Ltd. leading the space.

Penguin Group USA reported an increase in e-book sales of nearly 500 per cent from 2007, according to a March 2009 release on Penguin Group 2008 profits. The publishing company has 6,400 e-books currently available in the U.S. market.

Stanza, a free eBook reader app for the iPhone and iPod touch, was downloaded by two million users in its first year on the market. Developed by Seattle-based Lexycycle Inc., which was acquired by Amazon in April, the native EPUB reader has supported over 12 million book downloads since it launched in July 2008.

Five electronic book formats are utilized in North America, although publishers in the U.K., Germany and France have taken an EPUB-only approach, noted Smith. "The use of a standard always helps for a healthy ecosystem, so I can see EPUB continuing to grow," he said.

EPUB became in standard in September 2007, but the big step came in May 2008 when the Association of American Publishers (AAP) issued an open letter to IDPF announcing their support of the open standards format, said Smith. EPUB titles started hitting online bookshelves early this year.

What the EPUB standard has done is help get publishers more involved in the space, said Smith. It's an open and non-proprietary standard, which means it doesn't cost the publishers to use it, he noted. Another benefit is they don't have to rely on the benevolence of another company who might offer proprietary formats that could potentially close down and cause them to lose their files, he said.

Also, because EPUB is XML-based, it can be converted into other proprietary formats, which means publishers create one EPUB file and distributors convert it behind-the-scenes. This saves publishers conversion costs, which allows them to enter more titles into the supply chain and create that critical mass of content necessary, said Smith.

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