Your SlideShare is downloading. ×
0
Book to App Primer - IBPA 2011
Book to App Primer - IBPA 2011
Book to App Primer - IBPA 2011
Book to App Primer - IBPA 2011
Book to App Primer - IBPA 2011
Book to App Primer - IBPA 2011
Book to App Primer - IBPA 2011
Book to App Primer - IBPA 2011
Book to App Primer - IBPA 2011
Book to App Primer - IBPA 2011
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Book to App Primer - IBPA 2011

121

Published on

Presentation by Adam Salomone, Director of Digital Initiatives of The Harvard Common Press, on the pros and cons of book apps.

Presentation by Adam Salomone, Director of Digital Initiatives of The Harvard Common Press, on the pros and cons of book apps.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
121
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1.  
  • 2. Beyond the Hype: A Book App Primer Adam Salomone The Harvard Common Press May 23, 2011
  • 3. Quick Intro to HCP <ul><li>Boston-based independent publisher </li></ul><ul><ul><li>Founded in 1976 </li></ul></ul><ul><ul><li>Focus on cookbooks & books on pregnancy/childbirth </li></ul></ul><ul><li>Lots of experience over the past 2-3 years with digital </li></ul><ul><ul><li>eBooks </li></ul></ul><ul><ul><li>Websites </li></ul></ul><ul><ul><li>Enhanced eBook development </li></ul></ul>
  • 4. Apps…? <ul><ul><li>Can cover any number of platforms, hardware manufacturers </li></ul></ul><ul><ul><ul><ul><li>When talking today, primarily related to Apple OS, but Android should be considered as well </li></ul></ul></ul></ul>
  • 5. Anatomy of an App <ul><li>Preplanning </li></ul><ul><ul><li>Identifying authors/books </li></ul></ul><ul><ul><li>Deciding on content </li></ul></ul><ul><li>Finding a developer </li></ul><ul><ul><li>Criteria – design vs publisher experience </li></ul></ul><ul><li>Initial Design </li></ul><ul><ul><li>In-house vs out-of-house </li></ul></ul><ul><li>Development of App </li></ul><ul><ul><li>Q&A and distribution </li></ul></ul><ul><ul><li>User feedback, updating, etc </li></ul></ul>
  • 6. But What Does it Cost…? <ul><li>Have to think about both the financials and the time involved </li></ul><ul><ul><li>$10,000 - $50,000 or more </li></ul></ul><ul><ul><li>Internal resources / advocates to move project along </li></ul></ul><ul><ul><li>Investment in video, multimedia </li></ul></ul>
  • 7. Different Use Cases <ul><li>Marketing </li></ul><ul><ul><li>Integrated web/social campaign </li></ul></ul><ul><ul><li>Author with a pre-built platform </li></ul></ul><ul><ul><li>App enhances book content </li></ul></ul><ul><ul><li>Subject expertise rather than individual book expertise </li></ul></ul>
  • 8. Different Use Cases (cont’d) <ul><ul><li>Revenue generation </li></ul></ul><ul><ul><ul><ul><li>Author with big brand recognition </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Pre-built user base requesting app </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Significantly different experience from the print/ebook </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Ex/ Penguin’s demo some time ago of their star-gazer app, interactive, full of features </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Enhanced content is a good starting block, but more can be done </li></ul></ul></ul></ul></ul>
  • 9. One Publisher’s Take <ul><li>Negative on apps </li></ul><ul><ul><li>Prohibitively expensive </li></ul></ul><ul><ul><li>No clear path to monetization </li></ul></ul><ul><ul><li>Unclear consumer interest </li></ul></ul><ul><ul><li>Doesn’t take into account multiple platforms </li></ul></ul><ul><ul><li>Beholden to app platforms for distribution </li></ul></ul>
  • 10. Thank You! Questions? Twitter: hcpdishes LinkedIn: linkedin.com/in/asalomone

×