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The market for the sale of textbooks for higher education is declining and threatened by increasing piracy and second-hand book sales. There is no up-to-date and flexible value proposition with sufficiently relevant content for students - a target group that is primarily between 18 and 25 years old, and modern consumers who do not necessarily want to own, but go for convenience and flexibility. The solution is Studybox - a platform that brings together all textbooks in one digital service, which is offered directly to students in an all-you-can-eat subscription model: Streaming for textbooks. Full access to all your study books, on all devices, no matter where you are. Merkle Anne Sofie Østergaard Product Development Manager Bjarke Kongstad Experience Design Director, Northern Europe Ida Olesen Project Manager Mads Bruun Færch-Jensen Digital Designer Michael Hansen Fly Senior CX Designer Katrine Krogshede Project Manager Niels Bjørsted IT Developer Pia Hausmann Sebell CX Director Nicholai Reinseth CXO, Northern Europe Sebastian Franck Chief Strategy Officer Wendy Wiese COO Oliver Pedersen Junior Web Analytics Consultant Jesper Nyboe Executive Director Luna Winther Worm Media Consultant Gyldendal Eva Møller Kommerciel chef Anne Sofie Cramer Marketing Project Manager Søren Troldborg Senior UX- and Business Consultant Maria Nordal IT Project Manager Peter Sahl Solution Architect Henrik Gejlager Markedsdirektør Henriette Thiesen Publishing Director Baggrund Markedet for salg af studiebøger til de videregående uddannelser er faldende og truet af stigende piratkopiering og brugtbogssalg. Der findes ikke et tidssvarende og fleksibelt værditilbud med tilstrækkeligt relevant indhold til de studerende – en målgruppe, der primært er mellem 18 og 25 år, og moderne forbrugere, der ikke nødvendigvis vil eje, men går efter convenience og fleksibilitet. Studiebøger er et need to have produkt, da de studerende skal bruge det for at gennemføre deres studier. Der er således ikke tale om, at de studerende fravælger studiebøgerne, men de anskaffer sig dem på alternative måder, bl.a. foregår der et stort salg af ulovlige pdf’er til mellem 20 og 50 kroner på fx DBA, og der findes et hav af Facebook-grupper med det formål at købe og sælge brugte studiebøger. De studerende bruger således både tid og penge på studiebøger, men uden om branchens økonomi. Det anslås, at det faktiske marked for branchen er ca. 30 % af det totale marked, dvs. at 30 % af de tekster, der bliver læst på uddannelserne, er handlet på markedet, mens resten er tilgået via brugtbogsmarkedet og piratmarkedet (Epinion, 2019). Som branchens største udgiver af dansksproget studielitteratur er det af stor strategisk betydning for Gyldendal at få knækket den negative udvikling og låse op for det voksende sorte marked. Men det er også tydeligt at det ikke er en situation der kan løses med markedsføring alene – der er brug for nye værditilbud, nye forretningsmodeller og nye, innovative services der passer til de studerendes behov og virkelighed. Løsning Løsningen er Studybox – en platform der samler alle studiebøger i én digital tjeneste, som tilbydes direkte til de studerende i en all-you-can-eat abonnementsmodel: Streaming for studiebøger. Fuld adgang til alle dine studiebøger, på alle devices, uanset hvor du er. E-bøger er langtfra nyt, heller ikke for studiebøger. Men i modsætning til andre forsøg på digitale tilbud er Studybox 100% skabt til den studerendes behov: Designet til at tilbyde virkelighedens pensum, ikke hvad forlaget har på hylden. Gennem et tæt samarbejde med lærebogsforfattere og undervisere på videregående uddannelser kan Studybox sikre at være pensumdækkende på en række specifikke uddannelser. Studybox er derfor ikke blot et alternativ, men en komplet løsning. Den studerende kan dermed allerede før signup vide sig sikker på at Studybox dækker alt på pensumlisten – og naturligvis mere til. Derfor er Studybox også designet som en brancheløsning, hvor konkurrerende forlag inviteres med til at distribuere deres indhold, så der tilbydes én samlet løsning for de studerende, og ét fælles, nemt og bekvemt alternativ mod piratkopiering. Og derfor har vi også udviklet Studybox som sin egen, selvstændige enhed med eget brand. Både brandidentitet og digital platform er bygget fra bunden i samarbejde med Gyldendal. Studybox giver adgang til mere end bare lærebøger: Det er også et avanceret studieværktøj. Studerende kan søge lynhurtigt på udvalgte emner, på titler og forfatter, eller direkte ned i bogteksterne på tværs af hele pensum, bruge noteværktøj eller highlighter-funktionalitet, med mappefunktioner og mangle studiefeatures på vej. Hele Studybox universet er designet, bygget og lanceret på 7 måneder. Platformen er skabt i en moderne, smidig frontend baseret på Next.js framework med ”bandwidth-first” fokus, som skaber en lynhurtig oplevelse selv i studiemiljøer med begrænset netværk, og giver et godt fundament for kontinuerlig produktudvikling hvor vi konstant arbejder på at tilføje nye features. Resultat Med lanceringen af Studybox har Gyldendal taget første skridt mod et attraktivt alternativ til piratkopiering. Samtidig har lancering ført til vigtige strategiske milepæle: Gyldendal har indtaget den strategisk vigtige, men indtil nu ledige position som distributionsled for digitale studiebøger. Abonnementsformen giver også en helt ny adgang til direkte kundekontakt og dermed også værdifulde data om de studerendes præferencer. Blandt Studybox’ første store succeser har været at få Gads Forlag, Forlaget Samfundslitteratur og senest Djøfs Forlag ombord på platformen. 6 hele studieretninger er nu pensumdækket på Studybox, og flere er på vej. "Studybox er vores digitale tilbud der kan rumme hele studielivet, så de studerende kan få adgang til alle bøgerne ved at tegne blot et abonnement. Ambitionen med Studybox er bl.a. at komme den massive piratkopiering af studiebøger til livs. Nu kommer vi med et tilbud, der er så fleksibelt og nemt at benytte, at vi regner med at kunne mærke en positiv effekt.” Hanne Salomonsen, direktør for Gyldendal Uddannelse. Feedback fra de studerende er forrygende: ”Studybox er hamrende genialt, især når man sidder til eksamen med tid på, … jeg bliver kun mere forelsket i produktet for hver gang, jeg benytter det!” – Aviaja Kafton, pædagogstuderende, København ”Jeg har lyst til at alle studerende skal kende til Studybox simpelthen af den simple årsag at det er… simpelt…!” – Merethe Kjeldsen, sygeplejerskestuderende, Viborg ”Tilgængeligheden er guld værd!” – Christian Strandgaard Rasmussen, Fysioterapeutstuderende, Århus. (English translation + Google translate) Background The market for the sale of textbooks for higher education is declining and threatened by increasing piracy and second-hand book sales. There is no up-to-date and flexible value proposition with sufficiently relevant content for students - a target group that is primarily between 18 and 25 years old, and modern consumers who do not necessarily want to own, but go for convenience and flexibility. Textbooks are a need to have product as students need to use it to complete their studies. Thus, it is not a question of the students opting out of the textbooks, but they acquire them in alternative ways, e.g. there is a large sale of illegal pdfs for between 20 and 50 kroner at eg DBA, and there is a sea of ​​Facebook groups for the purpose of buying and selling used textbooks. The students thus spend both time and money on textbooks, but outside the industry's finances. It is estimated that the actual market for the industry is approx. 30% of the total market, ie. that 30% of the texts read in the programs are traded on the market, while the rest are accessed via the second-hand book market and the pirate market (Epinion, 2019). As the industry's largest publisher of Danish - language study literature, it is of great strategic importance for Gyldendal to break the negative development and unlock the growing black market. But it is also clear that this is not a situation that can be solved with marketing alone - there is a need for new value propositions, new business models and new, innovative services that suit the students' needs and reality. Solution The solution is Studybox - a platform that brings together all textbooks in one digital service, which is offered directly to students in an all-you-can-eat subscription model: Streaming for textbooks. Full access to all your study books, on all devices, no matter where you are. E-books are far from new, not even for study books. But unlike other attempts at digital offerings, Studybox is 100% created for the student's needs: Designed to offer the curriculum of reality, not what the publisher has on the shelf. Through close collaboration with textbook authors and lecturers in higher education, Studybox can ensure that it covers the curriculum of a number of specific educations. Studybox is therefore not just an alternative, but a complete solution. The student can thus already before signup know for sure that Studybox covers everything on the syllabus list - and of course more. Therefore, Studybox is also designed as an industry solution, where competing publishers are invited to distribute their content, so that one comprehensive solution is offered to the students, and one common, easy and convenient alternative to piracy. And that is why we have also developed Studybox as its own, independent unit with its own brand. Both brand identity and digital platform are built from scratch in collaboration with Gyldendal. Studybox provides access to more than just textbooks: it is also an advanced study tool. Students can search light-heartedly on selected topics, on titles and author, or directly into the book texts across the entire syllabus, using note-taking tools or highlighter functionality, with folder features and missing study features on the way. The entire Studybox universe is designed, built and launched in 7 months. The platform is created in a modern, flexible frontend based on Next.js framework with "bandwidth-first" focus, which creates a lightning-fast experience even in study environments with limited networks, and provides a good foundation for continuous product development where we are constantly working to add new features. Result With the launch of Studybox, Gyldendal has taken the first step towards an attractive alternative to piracy. At the same time, the launch has led to important strategic milestones: Gyldendal has taken on the strategically important but hitherto vacant position as a distribution link for digital textbooks. The subscription form also provides a completely new access to direct customer contact and thus also valuable data about the students' preferences. Among Studybox's first major successes have been getting Gads Forlag, Forlaget Samfundslitteratur and most recently Djøfs Forlag on board the platform. 6 full fields of study are now covered in the curriculum at Studybox, and more are on the way. "Studybox is our digital offer that can accommodate the entire student life, so that students can access all the books by simply signing up for a subscription. The ambition with Studybox is, among other things, to get rid of the massive piracy of study books. Now we come with an offer that is so flexible and easy to use that we expect to be able to feel a positive effect. ” Hanne Salomonsen, director of Gyldendal Education. Feedback from the students is terrific: "Studybox is hammering ingenious, especially when you sit for exams with time on,… I only fall more in love with the product every time I use it!" –Aviaja Kafton, pedagogy student, Copenhagen "I want all students to know about Studybox simply for the simple reason that it is 'simple'!" - Merethe Kjeldsen, nursing student, Viborg "Availability is worth its weight in gold!" - Christian Strandgaard Rasmussen, Physiotherapy student, Aarhus. https://studybox.dk/ https://studybox.dk/det-siger-studerende-om-studybox
Brand
Verified (4)

Anne Sofie Cramer Rasmussen

Marketing Project Manager

Henrik Gejlager

Markedsdirektør - Studybox

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