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App Publishing for Museums - iPhone, iPad and beyond


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What is happening in the world of app publishing for iPhone, iPad and other platforms ? And what does this mean for museums ? What are the opportunities for museums and other arts organisations created by the app publishing revolution and how can we take advantage ?

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App Publishing for Museums - iPhone, iPad and beyond

  1. App Publishing Opportunities for Museums 16th November 2010 Presented by Alex Morrison -
  2. Agenda Introductions Media Technology App Publishing Target Devices and Markets Case Study Cogapp and Digital Publishing Museum Content for Apps Museum Apps and Opportunities Strategy and Tactics Q & A
  3. Cogapp
  4. Cogapp Profile Founded 1985 Dedicated digital agency 35 staff UK and US operations 50% of turnover is work for museums
  5. Media Technology
  6. 1454
  7. 2007
  8. Apple product range iPad
  9. App Publishing
  10. The First App ?
  11. 1987 - HyperCard Early 1990s - first consumer CD-ROMs 1995 - web revolution January 9, 2007 - iPhone launches July 10, 2008 - App Store opens (via an update to iTunes) April 3, 2010 - iPad launches October 20, 2010 - App Store features > 300,000 3rd party apps A history of app publishing
  12. CD-ROM - the revolution that failed By comparison with books: Cheap to manufacture Media capability - illustrations, video, sound, animation Media capacity - thousands of illustrations at no additional cost But: Many issues around distribution Compatibility Standardisation Consumer confidence
  13. Less is more iPhone a computer minus keyboard and file system plus phone iPad an iPhone minus phone
  14. Integrated distribution Lightweight purchasing (< 10 secs) Foolproof installation Reliable operation Standard business model [Apple delivers all the above] App publishing - five key differences
  15. Target Devices, Markets and Models
  16. Apple product range iPhone iPod touch iPad
  17. Android Samsung Galaxy Tab
  18. Android vs. iOS iTunes App Store is currently dominant (>95% of the market) Many commentators predict that Android will grow to be number one But app development and publishing for Android is more problematic and less profitable for now RIM, Symbian, Windows Phone and Palm are also rans for now
  19. Kindle
  20. Why is this not a Kindle seminar ? No colour Very limited interactivity Book reader rather than an app player Colour support still a way off
  21. iPhone & iPad - Market Size Projections (millions) 2009 2010 2011 2012 2013 iPhone iPod Touch iPad Total Growth 40.0 90.0 126.0 162.0 198.0 24.6 36.9 44.3 53.1 63.8 0.0 12.5 31.2 62.3 124.6 64.6 139.4 201.4 277.4 386.4 170% 44.5% 37.7% 39.3%
  22. iPhone & iPad - App Sales iPhone users purchase about five paid apps per year Market for paid apps > 600 million units in 2010 US market is largest need to target US sales Free apps can make money via in-app purchase some of the most profitable apps are free !
  23. iPhone vs iPad - Average App Prices iPhone Lifestyle - average price of top 12 in UK store £1.94 iPad Lifestyle - average price of top 12 in UK store £2.67
  24. App store economics Price £4.99 VAT £0.87 (at 21%) Apple £1.24 (at 30%) Net £2.89 (58% of sale price) Model is identical for in-app purchases [Advertising supported apps also possible - but not likely to be suitable for museums]
  25. Apple product range iPhone iPod touch iPad
  26. iPhone & iPad - Screen Formats Dimensions Aspect Ratio Resolution iPhone 3, iTouch iPhone 4 iPad iPad 2 ? Samsung Tab 480 x 320 3:2 (1.5) 163 ppi 960 x 640 3:2 (1.5) 326 ppi 1024 x 768 4:3 (1.3) 132 ppi 2048 x 1536 4:3 (1.3) 264 ppi 1024 x 600 17:10 (1.7) 169 ppi Standard monitor resolution is 72 ppi - higher resolution -> better experience Provide high quality assets in anticipation of increased screen resolution
  27. for a compilation of statistics and research
  28. Case Study
  29. Case Study Client: Major International Illustrated Book Publisher Project: iPad apps based on successful book series Business model: Paid apps plus localisation with co- editions Mutual investment in first product with amortisation over long term and many products Uses Cogapp publishing platform iCav
  30. Case Study - Why an app ? Why not an ePub electronic book ? Non-linear content Richly illustrated Interactivity adds great value Taking advantage of features including bookmarks e-mail mapping image zoom printing
  31. Case Study - Process Initial Planning User research Wireframes Design Prototypes Design and Style Production Debugging App store wrangling User research and testing crucial Learn where users find value Bring value to the fore Contrast with the book - browse not read Contrast with the web - browse not search Need for design guidelines and interpretation of brand Need for accessibility and usability work and testing
  32. iPad user testing rig
  33. Case Study - Teams Publishers Team Steering Committee Digital Publisher Project Manager Content Co-ordinator Content Team inc. Rights Authors, Editors, Illustrators Cogapp Team Steering Committee Producer/Project Manager Tech Lead Tech Team Design Lead Design Team UX Team (user testing & research)
  34. Submission is aptly named Variable experience with review/ approval Not possible to be sure of date Submit early and often Reviews and ratings In App purchases App store confidential
  35. Cogapp and Apps
  36. Cogapp and Digital Publishing Making money for clients from digital publications since 1992 Deep understanding of user needs, technology infrastructure and publishing business processes Our publications have won numerous awards and driven millions of dollars in sales (≈ $20 m)
  37. iCav - Cogapp’s mobile publishing system Cross-platform mobile publishing system Targets: iPhone, iPad, Android, Blackberry etc... Produce once, publish many times Data format is standard XML Built to support and integrate with standard publishing processes Common features built in e.g. e-mail, zoom images, hotspots, maps, bookmarks, q.a. tools, in-app purchase Updates improve all publications Model based on decades of digital publishing
  38. What we offer Industrial-grade cross-platform technology Aggressive programme of enhancements and upgrades Creative and practical producers Flexible approach to business model including free development in return for royalties and/or recoup Long-term, series-based approach Your organisation makes money while enhancing its reputation and delivering its mission
  39. Museum Content for Apps
  40. Museum Apps & Opportunities
  41. Apps for visitors
  42. Exhibition Apps
  43. Gauguin
  44. General Apps
  45. Magazine Apps
  46. Wired Magazine
  47. MEanderthal
  48. Strategy and Tactics
  49. Business Models & Revenue Opportunities Business Models Self-financed production, work for hire Profit share with producer Licence content to third-party Sponsored production - this app made possible by ABC Co. Economics Favour production of series Do not underestimate initial cost of production Good economies on subsequent titles and localisations In-app purchases look like a promising commercial model
  50. Thinking about what might work “Readers on the iPad want very little text, lots of images and a small amount of video.” James Tye, CEO at Dennis Publishing
  51. Museum App Possibilities Visitors Guide In-gallery wi-fi is transformative Highlights Catalogue Exhibition = Objects + Theme current, past or imaginary exhibition Reference e.g. Timeline, Atlas, Glossary, Course Text Magazine = Articles + rich media + interactivity Puzzles, games and amusements [Use of iPad for delivery of interactive labels?]
  52. Outline for a museum app publishing strategy Set expectations Short term - revenue £10s k Long term - revenue £100s k Organise a publishing programme - staff and resources Integrate app publishing in the organisation Maintain standards - aim for a five star rating Experiment and learn Price Format Marketing strategies ?
  53. iPhone & iPad App Pricing iPhone iPad Price Phaidon Design Art Authority Tate Gauguin NG Love Art New Yorker no yes £11.99 no yes £5.99 yes yes £1.79 yes yes £1.79 no yes £2.79/issue iPad specific apps can command a premium price
  54. Thoughts on marketing App Store restrictions Uniform prices No general offer codes or discounts Use existing channels Website E-mail lists Twitter (with appeal for retweets) Press Media partnerships Tactical price reduction to drive traffic and improve chart position Encourage supporters to provide reviews and ratings Five star ratings and positive reviews make a big difference to sales
  55. Thank You. Questions? 16th November 2010