Tablets are eating ereaders
Gartner forecasts (May 2013)
2011 2012 2013 2014 2015 2016
New distribution channels and revenue models
Recurring subscriptionsIn-App Purchase (IAP)
Picture books, travel
magazines, etc etc
Fiction is diverging from other publishing
Fixed format - not suitable for
Can’t directly sell in
EPUB3 standardised but not widely
Limited functionality and customisation
Reader apps (eg. iBooks) are a bit
No standardisation – all special snowflakes
Can work on all devices
Must distribute through app stores
More easily monetisable
74% of download
revenue on iOS
Playing by the Apple rules
• Apple will take 30% + VAT
• All apps are subject to an approval process
• You can only sell apps through the Appstore
• Consumer data capture is opt-in
You can’t open a rival Appstore.
But you can open your own shopfront app.
You can’t sell PDFs in the Appstore.
But you can sell them through your own app.
You can’t sell content in your app
except through Apple.
But you can give people access to
content they have bought elsewhere.
You can’t insist on getting user details.
But you can offer discounts in exchange for
Advantages of storefront apps
• Direct channel to customer
through push notificationsSingle
focus for marketingInitial technical
investment reused over many
content titlesSimple route to
digitising existing content at low
• Vary price over timeSet different
“natural” prices in different
territories, eg. 99c but 99p
• More or less real-time
A tipping point for app publishing
• Reduced costs = lower risk, easier ROI
• Returns creative control to publishers
• Can begin to move beyond
experiments, start thinking about
New skills for publishers
How do I get to the
How long will it
take to finish?
Where am I?
Is there a place I can
stop coming up?
How far have I got?
How do I find what I’m
How do I know what
there is to look for?
Am I missing
Experience design is not
sugar for your medicine.
Experience design is about
“Let’s jazz up our content
with a bit of interaction”
What does the
user want to do?
How can we
make that easy
For some content, the best
interaction is very simple
“Just keep swiping”
Short, closed journey
A beginning and an end
Never how we read other types of books
Dip in and out.
Look up a
Skip a bit we’re
interested in. Choose our own
path through the
It’s all about the user. What they
want and when.
Work with web designers.
The page is dead. Scrolling is your
Don’t get too attached to your print
fonts. You probably can’t afford
Don’t overcomplicate. Keep
your app as simple as it can be.