Could going digital change the fortunes of the publishing industry in Kenya?

The increased pervasiveness of technology in today’s society and its impact on digitization has, and will, transform the publishing industry in Kenya. Despite the advent of new technologies for knowledge distribution, such as the Internet and other computer-based innovations, traditional books and newspapers remain a primary source of information. Consequently, publishing remains pertinent to the kind of reading material that is produced and distributed. However against the backdrop of increased digital platforms, it is highly likely that digitization will revolutionize the way Kenyans read, publish and even store reading material.  

The ongoing Nairobi International Book Fair, now in its 18th year is themed “Twende Digital”, directly translated, ‘let’s go digital” will see book publishers congregate to showcase their products. The question begs whether digital publishing will change the landscape of the industry. The answer to this will depend on the ability of the industry to use existing infrastructure to innovate lucrative business models, map stakeholders needs and expectations and also enforce policies that will enhance market structures and demand for digital publishing in the country.

Notwithstanding the exponential growth of the publishing industry in Kenya in the last decade, its contribution to economic development of the country remains minimal. However, digital publishing may just change this fact.

In Kenya, the publishing industry is estimated to be about 12 billion Kenyan shillings.  According to a 2012 survey conducted by the Goethe Institute, textbooks alone generated 95 percent of the total revenue which is approximately US$300 million per year. Digital publishing provides an opportunity, which if exploited, can result in immense industry growth. The transition within the publishing industry from analogue to digital has been sluggish, digital publishing should be embraced to reap the associated benefits.

For electronic publishing to succeed, technological infrastructure should be in place.  Indeed Kenya has made many strides, evidenced by ranking top in championing digitization in the African continent.  The number of digital platforms accessible to Kenyans is enormous, especially the mobile phone. According to 2015 sector statistics report by the Communications Authority of Kenya (CAK), Kenya has a mobile penetration rate of 80.5 percent, approximately eight out of every 10 Kenyan adults has access to a mobile phone. The number of estimated internet users stood at 23.2 million in 2015 with mobile data/internet subscriptions rising to by 5.9 per cent to reach 14.7 million up from 13.9 million recorded in 2014.

From 2009 the Kenyan government undertook a major project to roll-out fiber-optic cable across the country. The target to increase internet speeds and provide broadband at reduced cost was met coupled with increased competition from mobile phone providers providing enormous digitization possibilities.

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The winning strategy

This notwithstanding, what will be fundamental to a successful framework for digital publishing in Kenya? Information about sales figures by publishing companies for digitally published resources in progressive jurisdictions through platforms such as Amazon are not publicly available. The challenge therein lies in not only lacking a best practice model for Kenya to adopt but also in developing price setting mechanisms as well as applying digital rights, but also in having a profitable model for publishers.

First, price factors will form the foundation of luring companies to venture into electronic publishing. The argument for digital publishing is that publishers have only to contend with fixed costs as variable costs are almost negligible in digital publishing. This couldn’t be further from the truth.

Publishers will need to provide subscriber services such as maintaining subscriber records, sending renewal notices and billing.  Variable costs will be inevitable as publishers will to provide innovative services to authors and new readers. What digital publishing is guaranteed to do is temper costs which should improve publishing houses profit margins.

Second, market demand by readers and libraries for electronic publishing, will determine the extent of penetration, uptake and even costing of digital publishing services. This will only be informed by empirically establishing demand and supply factors that is the needs and expectations of local authors and readers on digital publishing.

The Kenyan publishing industry was in the past dominated by subsidiaries of international companies due to high investment for print. However even with concerns multinational companies influence on the publishing local books, indigenous companies have emerged on a large scale. Digital publishing is rapidly changing and smaller companies that have more flexibility are able to take risks with smaller investments on newer platforms and have the opportunity to develop their organizations in an adaptable way

As the rallying call for this year’s Nairobi International Book Fair is “to go digital”, the questions surmount whether the publishing industry in Kenya is ready for electronic publishing. While it remains a daunting task, opportunities in this digital age are numerous for the publishing industry in Kenya.

Hannah Wang’ombe is a research analyst while Winnie Nguyu is Librarian- KIPPRA