Only 3 percent of college students use a digital textbook as their primary course material, according to one survey. Even as Amazon sells more digital books than print books, college students haven't embraced digital textbooks.
The start-up Packback hopes to change this.
"We're a gateway to convert students, which right now have a strong preference for the physical format," said co-founder Mike Shannon. The start-up received a $250,000 investment two weeks ago from Mark Cuban on ABC's Shark Tank.
Packback rents digital textbooks to students for $3-5 for a 24-hour period. For students who rarely use their textbooks, renting a book for a couple of cram sessions is preferable to paying for a new or used book.
One huge question mark is getting publishers to opt-in. Why would they agree to rentals, where the payoff appears smaller than the full price of a print textbook? The reality of the situation is most students go to great lengths to avoid buying new textbooks.
"They scour online and go to secondary used book retailers," Shannon said. When this happens, publishers aren't making any money. With Packback, they can at least recoup some money from a student interested in renting a book.
There's also another gain for publishers, expediting digital adoption. Packback's prices could put digital textbooks in the hands of significantly more students.
The Packback team did the pilot test at its alma mater, Illinois State, last fall. It found that 27 percent of students rented or purchased a digital textbook through Packback.
Packback is now available nationwide, but will have to deliver on deals with publishers. Shannon says it currently has 2,500 titles available, and expects to have about 5,000 in roughly a month.
Shannon can envision further growth potential, such as tracking learning behaviors and providing helpful feedback to students.
Cuban offered a big vision as well, saying on Shark Tank: "If you look at it as pay-per-view for text, then the fact that it's textbooks now, that's just a start."