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Digital Publishing - Globalocal Event Presentation

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eReader/Tablet Platforms

Picking winners and thriving on them

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Digital Publishing - Globalocal Event Presentation

  1. 1. eReader/Tablet Platforms
Picking winners and thriving on them © 2011 Copyright Apptility Software
  2. 2. Background• Apptility is a creative technology company, aiming to emotionally connect users with digital content• ~100 apps on Touch platform including award winning app• Products – eReader, Picture Book, iPad Magazine Reader, eTextbook and Fliplog Cloud Service © 2011 Copyright Apptility Software
  3. 3. Publishing Industry – Big Opportunity Two thousand years ago, Socrates argued that the book would destroy people’s ability to reason. He believed in dialogue, in conversation and debate. But with a book, there is no debate; the written word cannot answer back Donald A. Norman in The Design of Future Things © 2011 Copyright Apptility Software
  4. 4. Publishing Market in Transition Challenge Opportunity•  eBooks now 8 to 10% of •  200 million tablets overall sales worldwide by 2012•  New players/Battle for •  800 million mobile talent users•  Platform Controlled •  ~750 million Pricing Facebook users•  Territorial Issues/ •  Indian broadband Content Piracy & P2P market 40% yoy/8% impact/DRM penetration rate © 2011 Copyright Apptility Software
  5. 5. Opportunity – New Architecture of DigitalPublishing Engagement Experience eCommerce Data Design Distribution XML is Not Digital Publishing! © 2011 Copyright Apptility Software
  6. 6. 
New Architecture of Digital PublishingEngagement
 • Facebook •  Trend Discovery • Twitter •  Author-to-Reader • Youtube •  Cause/value based • Email publishing • And who knows •  No big bang/lot of what… small steps •  Knowing your readers by name Engagement is Not a Budget Problem Culture of Listening/Give & Take © 2011 Copyright Apptility Software
  7. 7. 
New Architecture of Digital PublishingExperience
 • iPad, Galaxy Tab •  Multi-touch device • Kindle Fire •  Animation, Audio, • Kindle/Nooks Video • iPhone/iPod •  Physics Touch •  Social • Android Phones •  Local and who • Niche Devices knows what… ~30 tricks to design content experience © 2011 Copyright Apptility Software
  8. 8. 
New Architecture of Digital PublishingeCommerce
 • AppStore •  There are many • Bundling •  In-app, Free, Ad • Timing Based, Subscription • Approval cycles •  App download = Google search dynamics •  Playing by their rules Operating in a world of limited control © 2011 Copyright Apptility Software
  9. 9. 
New Architecture of Digital PublishingData
•  Platform adoption •  Reader information numbers •  Engagement data •  Engagement data •  Book meta data –•  Which experience managing discovery trick is working? •  Analytics to drive•  Social media content strategy mentions You will be battling with platform owners for the content analytics © 2011 Copyright Apptility Software
  10. 10. 
New Architecture of Digital PublishingDistribution
•  Primary distribution •  Mobile, Digital or•  Multi-channel, Print? Story first? multi-platform, •  More distribution = pricing and legal more decision issues points•  Hub strategy •  Driving distribution•  Social Media with your Commerce <brand>.com Distributing with your brand © 2011 Copyright Apptility Software
  11. 11. 
New Architecture of Digital PublishingDesign
•  Addressing multiple •  Casual reading, reading contexts Scanning and long•  Enhanced book has reads different design •  Device capability is than App setting new•  Content bundling expectation•  Managing rich •  Cross media content storytelling Finger+Brain do the reading! © 2011 Copyright Apptility Software
  12. 12. Globalocal OpportunitiesGlobal Local•  Global distribution •  Akash and clones•  Ride on “India •  Demographic Story” dividend•  Indian diaspora •  Slow market•  Market discovery •  3G will change•  835 million many things Smartphone –  23million, 3% Penetration, 1050%•  5.6B mobile users yoy growth © 2010 Copyright Apptility Software
  13. 13. Local Opportunities – Akash is The Limit?• INR 3000 Device with 1st phase targeting 25000/400 universities• It has YouTube! = Khan Academy video will work on this• Android 2.2• Price setter and market maker?• Other players – Wink, Pi, Reliance Tab, Niche Devices and soon branded devices © 2010 Copyright Apptility Software
  14. 14. Digital Publishing- Team Changes •  uthor A Publisher Editor • llustrator I •  ranslator T •  Audio •  Marketing •  Animation •  Software •  Social Media •  Mobile Exp •  App Store •  Meta data Designer expert © 2011 Copyright Apptility Software
  15. 15. New Architecture - New Digital Skill Map Engagement Experience eCommerce AppStore Content Software Marketing Connectors Device/ Open Experience Market Content Architects Experts Experts Data Design Distribution © 2011 Copyright Apptility Software
  16. 16. Thankswebsite: http://www.fliplog.comemail: brij@fliplog.comTwitter: @brij © 2011 Copyright Apptility Software

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