Penguin UK Digital Publishing saw a large increase in digital turnover from 2009 to 2010. They discussed developing enhanced ebooks with color and interactivity, as well as apps based on book properties. When deciding between apps and ebooks, they considered factors like price, target audience, support requirements, and customer service. Successful digital reading experiences require considering the specific device interface and how to best utilize gestures and transitions. Designing quality apps requires thorough planning, testing, and marketing assets to supply to retailers.

1. Penguin UK Digital Publishing
Anna Rafferty
MD Penguin Digital
September 2010

2. Penguin digital publishing
2009 vs 2010 YTD
Turnover
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3. Spot Goes to School

4. eBooks – facsimile, colour and enhanced
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5. Apps vs. eBooks – internal business kick-
off questions
Why is this an app and not an eBook?
How much can we sell it for?
How many will we sell?
Who are the target market?
Who is going to support and update the app when
operating systems get upgraded (when there’s a new iPad
for example) or when the content needs to be refreshed?
What about customer service?
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6. Digital Reading – industry specific Qs
 Are we re-creating a physical book reading experience, a
magazine reading experience, a web reading experience or
does this require a new reading experience?
 How can we make the most effective use of the iPad
gestures and multi-touch interface?
 What do the transitions look like?
 Is there a difference between the portrait and landscape
view?
 How do we treat the navigation and settings controls?
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7. Designing apps
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8. Designing apps
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9. 4. Designing apps
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10. Designing apps
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14. The pay off
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15. Designing apps
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16. Summary
 Be sure you really know why you want to create this and
understand the work, costs and ongoing commitment
involved
 Be detailed and specific in the planning stage (for asset
management and budgeting if nothing else)
 Be fussy and make sure that you test, test and test again,
preferably with your target audience (esp. if you’re building
for children) – reviews and rating are everything
 Have all of your marketing assets ready so you can supply
them to the retailer in an instant if they request them
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17. QUESTIONS?
Anna Rafferty
MD Penguin Digital
September 2010