The document discusses the future of digital products, emphasizing the growth of digital media and its importance for engaging with a new generation of 'digital natives.' It explains the significance of EPUB formats for content creation and mobile app development, highlighting the competition between platforms like Apple and Android. Additionally, it addresses the current state and challenges of digital content distribution, including the rising relevance of smartphones and the evolving landscape of digital business models.

1. DIGITAL PRODUCTS.: an overview :.

2. HOW WILL WE INTERACT WITH CONTENT IN 10 YEARS?

3. .:did you know:.

4. WHY IS DIGITAL SO IMPORTANT?We are raising a generation of “digital natives” – future customers who live and breathe digital mediaDigital can be a cost-effective marketing tool in a very crowded marketplaceDigital content enhancements can add perceived value to products we already produceA way to reach a whole new group of customers through word-of-mouth and social networkingDigital is expected to reach 25-50% of print sales by 2015

5. So . . . what’s ePub??(a.k.a. . . . What the Hell is XML?)A highly flexible and open “content container” that separates the formatting of the content from the content itselfePub XML is the basic starting point for many digital projects – eBooks, apps, websites, etc.ePub allows you to “flow” the same content to many different templates or formats, without making changes to the content itself

6. Most Digital Editions start life as an ePub file

7. MOBILE APPLICATION DEVELOPMENT DEFINEDWikipedia says: Mobile application development is the process by which applications are developed for small low-power handheld devices such as personal digital assistants, enterprise digital assistants or mobile phones. These applications are either pre-installed on phones during manufacture, or downloaded by customers from app stores and other mobile software distribution platforms.Simply stated: Mobile apps are like teeny, tiny crosses between a desktop application (MS Word) and a website that you can download onto your Apple, Droid, or BlackBerry mobile device to perform very specific tasks or functions.

8. .: digital business models :.

9. DIGITAL BUSINESS MODELSDevotionalGroup or Individual Bible StudyGameEnhanced eBook/VookPlanning ResourcesReferenceAudio Digital is a delivery mechanism – yet one more way for customers to consume content.

10. Dracula

11. Alice

12. Sports Illustrated

13. The Daily

14. EBOOK vs. APP?Why eBooks (are)n’t apps

15. Does reading an eBook on a mobile phone make the eBook an app?The DailyThe first built-from-scratch content engine, updated throughout the day with original content ONLY for the iPadFull color content enhanced with interactive and scalable video, audio, and images100 full time journalists providing original contentApple programmers created the app (so they should fully understand the platform and potential)Will allow “subscription” to content without full app updates (critical for user experience)Enables social sharing of original content with your networkConsumer price is only $0.99/week or $40/year

16. AND YET . . . App reportedly cost News Corp. $30 million to create (which they wrote off as startup costs)The current average rating on The Daily appis 2-1/4 stars, with 122 1-star ratings out of 257 total ratingsThe Daily needs 500,000 weekly subscribers at $0.99/day to break evenRunning costs are “less than half a million a week”Downloads are massive – between 250-500 500 Mb of data to be downloaded EVERY DAYYearly budget for The Daily is around $30 millionSUSTAINABLE??

17. ENHANCED EBOOKS AREN’T GAME CHANGERS . . . YETMagazines/newspapers for tablets are often little more than PDFs with photo slideshows and video thrown inHuge download files (upwards of 250Mb)No web links (essentially “walled gardens”)Few opportunities to share contentSame content as the print editionJUST LIKE PRINT: Out of date as soon as they’re published (TechCrunch says: A “daily” already sounds too slow)Not social enough – we want to see what our friends like and are reading or discussingKindles and Sony eReaders won’t handle the uber-enhanced multi-media and interactive content

18. FLIPBOARD

19. .:late-breaking news:.Android market started selling eBooks YESTERDAY -- Feb 24, 2011

20. .: the market :.

21. KNOW YOUR COMPETITIONA competitor for digital resources isn’t necessarily an analog or print resource . . . it could be something else entirely. Like YouTube, or audio books, or even Angry Birds--which has over 10 MILLION downloads at $0.99 each(you do the math!)

22. Smartphone vs. Feature phone28% of U.S. mobile market in Q3 2010 have SmartphonesIn the last six months, 41% of people purchasing a new phone chose a Smartphone rather than a standard feature phone (up 6% from last quarter) Mobile handset market expected to reach $341.4 billion by 2015Smartphones expected to triple in sales over the next four years

23. APPLE vs. ANDROIDWhat’s the difference, where are our apps found (and why)?Apple and Android are the two dominant mobile platforms in the US marketCurrently, UMPH apps are all Apple-onlyCan add Android functionality for a separate charge (needs to be built into the business plan)Android is quickly closing the gap, but Apple store is still considered “The Place To Be”Easy, one-click ordering from iTunes store makes it one of the best customer experiences—driving more sales

25. How big is the mobile app market? (Yeah, I know these numbers are probably wrong)Worldwide iPhonesJan 2008: 3.7 millionJan 2009: 17.3 millionJan 2010: 42.4 millionApr 2010: 50 millionJan 2011: 90 million (TOTAL IPHONES SOLD TO DATE)Worldwide iPads14.8 million in 2010Projected to sell 40 million MORE in 2011Worldwide Android phones71 million (???)Supposedly 300,000 plus Android phones are activated per day

26. Do apps really sell?In a recent survey of the mobile app industry (all averages):Total number of units sold: 101,024Time frame: 261 days (about 9 months)Units per day 387Most common price $0.99Number of updates 3.89Cost $6,453 (not including developer’s personal time)So….an “average” app would make $101,024 on an investment of $6,453 in around 9 months.

27. Is 2011 the tipping point?Smartphones will likely blow away traditional computers in 2011 as the way most of the world gains access to the internetLikely half a billion Smartphones will be sold in 2011eBooks are expected to reach at least 25% of print book revenue in 2011Smartphone prices (for Android-based phones) are expected to sell at retail for below $100 (and maybe below $75) in 2011The US population is around 308 million peopleiPads, iPhones, & Android-based devices alone will sell around 216 million units in 2010/2011

28. .:more late-breaking news:.As of Tuesday, Feb 22ndAmazon.com now offers thousands of TV shows and movies FREE as an added-value to Amazon Prime members

29. .:a case study:.

30. 24 Hours That Changed the WorldHardcover BookDVD with Leader guideStudent guideYounger children studyOlder children studyYouth studySpanish edition40 Days of Reflection

31. Have you seen these versions of 24 Hours?

32. FREE vs. PAIDWhy it pays to make an app or eBook freeWay to help customers decide between types of curriculum (VBS app)Drive sales for a related for-sale product (Hallmark Jingle All the Way)Free-for-a-time promotion to drive sales can wildly successfulYou have to provide solid value to the customer even if the app is freeif you want to be gainevangelists

33. How can you decide the best digital format for your content?Why different types of products make great eBooks, great apps, or great “other”

34. .:in conclusion:.

35. Mobile is the next step in content evolutionThe same content can work with different delivery mechanisms without conflictWebsites are NOT the same as appsDigital is a wild frontierWhat comes next??