 So, hello everyone, thanks for the invitation to speak at this brilliant conference, it's really a pleasure to be here. My name is Sebastian Post and you can follow me at S-Post on Twitter. I would like to add some additional information on my person, so I am a publisher, a publishing consultant and an entrepreneur in publishing, especially in e-book publishing since 2005. So I have founded the first company in Germany to distribute e-book content to retailers in 2007, so I have been involved into e-book production, e-book conversion and distribution of e-books as well as marketing and now data analysis. By the way, this is my blog Publishing Hurts, so I occasionally also write on topics related to e-book publishing. In April this year I founded a company that is called Publishing Data Networks together with Bucherport, which is one of the three magazines for the publishing industry in Germany and 100% subsidiary of der Spiegel magazine, which you obviously know and Bucherport has been dealing with market research for books for a long time and is also creating the Spiegel bestseller list. Six weeks ago we launched our first product, which is called Monitor and it's a tool for publishers, authors as well as retailers to analyze e-book sales trends, marketing data and context information, and I would like to provide some additional information on the following charts about this product and our business. Our company goal is to create an infrastructure for the mutual exchange of data between the publishers on the one hand and the retailers as well as libraries on the other hand, so to optimize data-driven retail marketing and distribution of digital content. So we post ourselves two questions. One is what data is actually relevant for publishers when it's about e-book distribution? So what data can help publishers to learn about marketing and distribution of digital content? And on the other hand, what publishing data is relevant for retailers and libraries in order to sell more books, buy the right content, purchase license the right content that the readers actually would like to have presented and actually like to read? And I will give some examples on what data there is out there for publishers to learn and to know about distribution and success of their campaigns. So of course, publishers receive monthly sales reports from the retailers. They are the basis for accounting and for the royalty settlement, but you have to take into account that it's a monthly information that you receive at the beginning of the following month. So in between publishers until now had no information about sales, so more and more retailers now start offering daily sales information, sales trends or even real-time sales information back to the publishers, so which can be used to indicate sales and to have more current information on the actual, on your sales as a publisher. But there are data or there are more data that are not only related to sales, so sales transaction that can indicate the level of engagement of readers with e-book content. So it's very interesting, for instance, for publishers to have a look at reviews that are written on websites or professional or non-professional blogs. I don't know the situation in Sweden, but in Germany there are loads of blogs and websites of ordinary readers that are writing about the books they love and they like to read. We would like to inform publishers and try to establish a relation with these readers talking, writing about the books. We have detailed user feedback in customer reviews and you have these reviews in most of the e-book stores out there, so you have these reviews and five-star ratings on review sites, just like Goodreads or lovely books in Germany where thousands of users writing about their reading reads and reviewing it. Or social reading platforms where you not only have comments or five-star ratings but also reviews, longer passages, how the book was experienced. Library aggregators, digital and you mentioned it, are able actually to report back data to the publishers on library landings and subscription services or these social reading platforms can present numbers of reads back to the publishers. So these kind of data is available out there. You have, every time you open your app on your reading device, there is tracking of your reading habits, so all these data outside, that is available in principle for the publishers. We have e-book charts, we have top 100 lists and they provide extremely interesting information back to publishers to think about pricing, to think about genres, etc. So there's a lot of information out there and of course the bus created on Facebook or Twitter that can tell publishers and authors as well, provide information on the traction of their marketing campaigns and their ambition to communicate the titles out there. So a lot of data, I don't want to mention all of it, so you have e-commerce data from e-commerce related aspects like upselling rates from reading samples. You have page impressions, number of followers of authors and publishers, etc. And not the least data that you receive when you have marketing campaigns or do marketing campaigns on Google or via Facebook. So there's actually a lot of data out there and it's a goal not only to randomly present all the data that is available out there but to somehow coherently try to answer specific and relevant questions to publishers and thus make little data out of big data. But moreover and furthermore we would like to take the sales data and the context information and generate something that we would like to call the trade impact factor which is a measure for trending titles and the social impact. So the trade impact factor will be able to tell publishers and authors which titles are trending, where on which platforms titles are being discussed and maybe even how they are being discussed. So and it, of course, it's very relevant information that can provide valuable insights for publishers in terms of marketing their e-books and digital content in a different way than they're used to market print books and maybe provide insights when it comes to the right pricing of the titles. But it's not only that we will be providing data from the shops and the libraries like sales trends and additional data back to the publishers. It's our idea that publishers will provide data, trade impact data back to the shops and the libraries. So we try to create an infrastructure for a better communication between the publishers on the one hand and the libraries, the retailers on the other. Because I'm convinced that the exchange of information on distribution, on marketing, on campaigns, on budgets for marketing, on trending titles is very important to accurately adjust what I would call 360 degrees marketing campaigns that you have. All the aspects of marketing really focused to the point. And if we ask ourselves what are the digital bookpiles, we might come up with an answer that they are the landing pages, the starting pages of the stores. That they are the list, the recommendation lists, the journal lists, that they are the mentions in the newsletters or the promotions. So that the retailers are necessary or as necessary, it's good, it's helpful for the retailers to have all this information to improve the sales and maybe for libraries. The trade impact factor, this additional data can help to put the right books on the shelves as well to license the content that readers like to read at this moment and that are being discussed at this moment. So as we are speaking about libraries, I would like to introduce you in two slides or three slides to the German library market just for you to know about the market over there. So we have for public libraries two library aggregators, one is called DVBIP and they're selling the on-liar, it's called to the libraries and the other company is called Seattle to give you some numbers. So the DVBIP on-liar system is used by more than 1100 libraries with more than 120,000 e-books from more than 800 publishers and it's estimated and it's their number, so I don't know whether it's true, but it's estimated for 2013 that they have between six and seven million digital landings in 2013. And the library purchase one reader at a time license. So this for a fixed retail price currently at the moment. So one reader can borrow a book for two weeks and if there's someone else interested in a book he has to wait or she has to wait until the two weeks have inspired. So if the library wants to sell content to more than one person, it's necessary to purchase another or more licenses. So this is a model which results in very long waiting list. You can imagine that if you want to read a book that is published now and that is being discussed now, you don't want to wait for eight weeks or ten weeks or even longer to have it. So this is a situation there, but it's a market leader for the providing content to public libraries. And since two years time we have subscription service called Scooby. It's a joint venture of the two major publishing groups Random House and Hold Spring Macmillan. They have about 20,000 titles or maybe even more right now. And it starts, the pricing starts from 10 euros a month to have access to this library. For academic titles there's a company called Paper C and they have more academic content that they offer mainly to students. But of course we have a third offering in the German market that is a pirate site. And the pirate site is very influential in the German market and is that successful so to say that they started in order to cope with all the traffic and to deal with all the costs involved in all these downloads. They began offering a subscription service. Of course completely illegal, but they said okay we just can't deal with all the number of downloads and you can see a little number. So for July, so last month, they had 1.4 million downloads of ebooks. And if you compare the official numbers for 2012, I mean last year, it's about 1 million of legal downloads, paid content downloads per month. So you can see how big this platform is and what they announce or what they say is okay we're just trying to find out what the reader wants and it's DRM free download without any hassle, broad assortment so possibly all titles available on the market and reasonable price which they offer via some obscure payment method I can't recall between three and five euros per month. I mean this is of course completely without the consent of the publishers, but it's and to come to my last slide and to make the point, if you are dealing with innovation especially with new business models and it is very important that you try to find legal business models with new ways of licensing content and for this you have to have a very close look on the data that is available because it can tell you what the users like, what models they prefer, what pricing they prefer, and so this is the end. Thanks. So.