Ron Martinez - The State of the Art for Illustrated eBooks

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Publishers Launch will take a look at the commercial realities and the current state of play for illustrated ebook publishing today. With the proliferation of devices and formats and the high costs of …

Publishers Launch will take a look at the commercial realities and the current state of play for illustrated ebook publishing today. With the proliferation of devices and formats and the high costs of one-off development, how can publishers make and distribute digital illustrated books more efficiently and effectively? What new opportunities for discovery and marketing direct-to-consumers do these emerging digital tools and platforms present?

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  • 1. Illustrated eBooks@RonMartinez@Aerbookfacebook.com/AerbookPublishers LaunchSan Francisco • Los Angeles • New York • Paris
  • 2. Illustrated, interactive paperback by Aerbook founder, Ron Martinez. Bantam, 1984.
  • 3. Design Palette = Device CapabilitiesText,Some ImagesNetworked:Some Sharing
  • 4. iPad
  • 5. “We’re gonna need a bigger boat.”
  • 6. Text andImagesRich media:Animation,videoAny kind ofinteractivitySensors: geo-location,orientationMediaCreation:Camera, MicNetworked:live data,social sharingTactile,TouchableLocal StorageCommunication:voice, text,emailDesign Palette = Device Capabilities
  • 7. BEHOLD!THE ERA OFILLUSTRATEDMEDIA RICHMAYBE EVENINTERACTIVEeBOOKS!
  • 8. BEHOLD!ILLUSTRATEDMEDIA RICHMAYBE EVENINTERACTIVEeBOOKS!
  • 9. BECAUSEINCOMPATIBLEPROPRIETARYFORMATSAND DEVICECAPABILITIES
  • 10. Apple iBooks: Most CapableEPUB3, Static, FXL, JS, CSS3, Multi-TouchKindle KF8: Mostly StaticStatic FXL, No JS, CSS3, PanelView,Text zoomNook: Static or Proprietary (Kids)PagePerfect (PDF), Nook Kids (proprietary)Kobo: Static, Supports ReadaloudEPUB3 FXL, media overlays, no JSGoogle Play: StaticStatic FXL, no JS or media overlays
  • 11. SO,WHAT DOYOUMAKE AND HOWDOYOU MAKE IT?
  • 12. Definitions:What Are These Things?
  • 13. eBook, n.A text-based bookin digital form.(Piece of cake.)
  • 14. Enhanced Book, n.A perfectly goodeBook ruined bydistracting,superfluous video.
  • 15. Once true, but no longer.
  • 16. Creatavist by AtavistReflowable text, images, audio, video.
  • 17. Vook: Tool + ServicesImage, audio, video within reflowable text.Will build FXL, multiple formats, distribute.
  • 18. Illustrated eBook, n.An eBook thatclosely resemblesprint, fixed layout.“Easiest” to buildand bring to market.
  • 19. Photography
  • 20. Comics, Manga, Graphic Novels
  • 21. Graphically Rich,Typographically ComplexPublisher: SimpleTruths
  • 22. Fine Art Books
  • 23. How To
  • 24. InDesignExports/plugins for illustrated, fixed layout,responsive designs. See also CircularFLO.
  • 25. Conversion HousesGenerally convert from InDesign filesBest when little adaptation requiredNote: iBooks requires live text(necessary?)
  • 26. Book Creator, an iOS app.redjumper.netLimited functionality,iOS only, but usefuland well designed.
  • 27. Aerbook: Create in BrowserFixed layout, for iOS,Kindle KF8, EPUB3, Web
  • 28. Aerbook: Convert PDF
  • 29. Kindle Comic CreatorComics-centric, guided panelnavigation, tap/zoom. Ingest images.
  • 30. iBooks AuthorApple excellence. Not ideal for conversion.Output restricted to iBookstore
  • 31. Book App, n.An interactive, touchablefiction or non-fictionnarrative, built withnative technology.Sold in app store.
  • 32. ConsiderationsWhat is the fun, informative,delightful thing that reader does?Native dev expensive.Apps generally sell for less thaneBooksDiscoverability an issue.
  • 33. How To:Native Apps: expensive,proprietary developmentHybrid Apps: Written inHTML5, native wrapper (e.g.PhoneGap: less expensive,portable, some limitations
  • 34. Baker eBook Frameworkbakerframework.comFree and open source. Tech expertiserequired, but worth a look.
  • 35. PugPigpugpig.comA bit expensive, magazine oriented
  • 36. True Native: DemiBooksComposer app ~$500 per title.demibooks.com
  • 37. App-Like eBook, n.An interactive, touchablefiction or non-fictioneBook (not a native app).Sold in the bookstore.
  • 38. App-Like eBook IssuesFormat fragementation: How do youaddress broadest market?As for apps, what is the informative,delightful thing that reader does?Consider conversion/adaptation ofexisting titles: add in meaningful stuffOriginal dev costs can be higherBeware download fees
  • 39. iBooks Author: “Multi-Touch”3D images, video, interactive diagrams,galleries, maps, and more.
  • 40. 10,000 iBooks Author Titles in iBookstore(and only the iBookstore).
  • 41. Inkling HabitatText, audio, video, widgets. Scrolling chapters.Free to try, good team support, iOS, Web, andevolving support for ePub export
  • 42. Inkling: RetailIntegrated commerce, sell for use on Web or withinInkling Apps, sell by chapter, single title apps
  • 43. Aerbook: Widgets, Animation, MediaHTML/JS/CSS, Hype, Sencha Animator, etc.
  • 44. Thanks!(and a preview...)
  • 45. Native Retail NetworkCreate and package content in the browser,market or sell it within social streamsFocus: graphical ebooks and web appsExtending to text-centric eBooks, printbooks, games, media, physical goods
  • 46. Meeker, Apple, GOOG 2012 (link)Content + mobile + social: huge opportunityMeeker, Gartner, 2012 (link) Bowker 2012 (link)Comscore Digital Future 2013 (link)Google: Highest Audience. Facebook: Highest Engagement.eBooks: Low Single Digits to 28% of $7bn Market in 3 yearsMobile is Huge Social OwnsEngagementPaid ContentDwarfing AdseBooks: AMeteoric Rise
  • 47. but there are NUMEROUS IMPEDIMENTSFormatFragment-ationHeftyRetailer FeesHigh FrictionProcesses,(Lots ofRigmarole)Little/NoCustomerInformationLoss ofBusinessControl toPlatformsProduct DevCostly,ConversionsTrickyNo UseMetrics orAnalyticsCustomersIgnore Ads,Live in SocialStreams
  • 48. CREATE orCONVERTPRODUCTPACKAGEMULTIPLEFORMATSPRICE and addSOCIAL DRMDISTRIBUTE,SHARE andPREVIEWAerbook addresses these problems.Roadmap:Print onDemand
  • 49. SELL DIRECTSELL in STORES
  • 50. POST DIRECTLY or in AFFILIATE VENUESWithin LinkedIn (Web)Relevant Web and Social Properties can Easily Earn Retail Revenue by Posting LinksWithin StumbleUponPreview, checkout, andfulfillment in posts native toeach network.Affiliate venues deliverpotential buyers, visibility inexchange for revenue share.
  • 51. MARKET, SELL in SOCIAL STREAMS: NATIVE RETAILWithin Twitter AppWithin Facebook AppLike Fast-Growing Native Advertising, But Posts are Buyable Products
  • 52. PublishersChannel PartnersInternationalContenteBook/App StoresAffiliate VenuesNative RetailProductGross RevenueNet RevenueService FeesLess Affiliate Rev ShareRetail in any online, social venue.Aerbook Native Retail Network: VALUE FLOW
  • 53. RETAIL AS A SERVICEBuild Once,Export toMultipleFormatsKeep MoreRetail Revs(15% vs 30%or more)ReducedFriction, NoRigmaroleGet eMailAddresses,CustomerInformationEnd-to-EndControl ofYourBusinessSpend Less,Easily Make,ConvertProductGetVisibility,Metrics, UseAnalyticsPreview/SellProducts inRight SocialStreams
  • 54. Will extend to: Full text eBooks, Print Books, WebApps, Services, Games, Diverse Physical GoodsGamesePub3Packagingfor Apps:live now.MediaServicesSimple eBooks,Print Books
  • 55. Thanks!ron@aerbook.com