eReader/Tablet Platforms
 Picking winners and thriving on them

1. eReader/Tablet Platforms
Picking winners and thriving on them
© 2011 Copyright Apptility Software

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. 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. 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. Opportunity – New Architecture of Digital
Publishing
Engagement
Experience
eCommerce
Data
Design
Distribution
XML is Not Digital Publishing!
© 2011 Copyright Apptility Software

6.
New Architecture of Digital Publishing
Engagement
• 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.
New Architecture of Digital Publishing
Experience
• 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.
New Architecture of Digital Publishing
eCommerce
• 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.
New Architecture of Digital Publishing
Data
• 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.
New Architecture of Digital Publishing
Distribution
• 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.
New Architecture of Digital Publishing
Design
• 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. Globalocal Opportunities
Global
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. 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. 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. 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. Thanks
website: http://www.fliplog.com
email: brij@fliplog.com
Twitter: @brij
© 2011 Copyright Apptility Software