Book to App Primer - IBPA 2011

262 views

Published on

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
262
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Book to App Primer - IBPA 2011

  1. 2. Beyond the Hype: A Book App Primer Adam Salomone The Harvard Common Press May 23, 2011
  2. 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>
  3. 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>
  4. 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>
  5. 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>
  6. 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>
  7. 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>
  8. 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>
  9. 10. Thank You! Questions? Twitter: hcpdishes LinkedIn: linkedin.com/in/asalomone

×