Apps for publishers sept 2013
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Transcript of Apps for publishers sept 2013
APPS FOR PUBLISHERS
What we’re going to cover
1. Overview of the app landscape
2. Product development for apps
Refreshment break
3. Experience design for apps
4. Data and consumers
5. Getting started: next steps
The Landscape
Tablets and smartphones already selling 4x PCs
Google research
Tablets are eating ereaders
Gartner forecasts (May 2013)
25m
15m
2011 2012 2013 2014 2015 2016
Units sold
New distribution channels and revenue models
Global marketplace
Recurring subscriptionsIn-App Purchase (IAP)
Crowd funding
Tablet & smartphone
Desktop web
Peak usage
10pm9am
Fiction
Everything elsePicture books, travel guides, childrens, magazines, etc etc
ebooks
Fiction is diverging from other publishing
?
Ubiquitous format
Fixed format - not suitable for phonesCan’t directly sell in Appstore
EPUB3 standardised but not widely adoptedLimited functionality and customisation
Reader apps (eg. iBooks) are a bit funky
No standardisation – all special snowflakes
Can work on all devices
Must distribute through app stores
More easily monetisable
EPUB3
APP
Ecosystems
Vibrant, growing ebook ecosystem(slightly hobbled by DRM)
The app ecosystem is Apple (mostly)
Mobile ecommercetraffic
iPhone
iPad
Android
phone
74% of downloadrevenue on iOS
Q1 2013
iOS
Android
App revenue
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
Interesting loopholesYou 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 user data.
Amber Military Books - storefront for PDFs
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 cost
Flexible pricing• Vary price over timeSet different
“natural” prices in different territories, eg. 99c but 99p
• More or less real-time
APP
(Worst case scenario)
In-App Purchase
Sharing
iTunesConnect
AppStore
Pushnotificatio
n
Vouchers
Analytics
Data capture
CMS
Content updates
Your app
Email, Facebook,Twitter, Pinterest,...
OtherAPIs ?
Library
Bookmarks
Search
Sharing
iTunesConnect
AppStore
AnalyticsYour app
Email, Facebook,Twitter, Pinterest,...
Content
Device features
Geolocation
Motion Camera
TouchContacts
Calendar Audio
A new printing press for every book
The early days of app production
The technology Hype Cycle
From trough to slope
Frameworks Platforms
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 sustainable workflows
Experience design
User experience design
Industrialdesign
Informationarchitecture
Communicationdesign
User interfaceengineering
Usabilityengineering
Humanfactors
Human-computerinteraction (HCI)
Interactiondesign
The overlapping disciplines ofinteraction design.
New skills for publishers
Navigation
Position
Progress
Sharing
How do I get to the next page?
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 looking for?
How do I know what there is to look for?
?Am I missing something?
Experience design is not sugar for your medicine. Experience design is about user-centric thinking.
“Let’s jazz up our content with a bit of interaction”
What does the user want to do?
How can we make that easy and
delightful?
For some content, the best interaction is very
simple
“Just keep swiping”
Linear narrativeShort, closed journeyA beginning and an
end
Never how we read other types of books
Dip in and out.
Look up a certain thing.
Skip a bit we’re not that interested in. Choose our own
path through the book.
1. CasualPicture galleryFavouriting
2. SelectionFilter by:•ingredients•group size•time of day/year•formality•etc3. Pre-
cookShopping listScheduling
4. CookingStep by step guideInstructional videosConversionsTiming
5.AfterwardsShare (Pinterest, Instagram)
NotesNext recipe?
Cookbook
= a better cookbook than print?
PDFs on phones are rubbishFixed
layouts
iOS screen sizes
Android
You cannot build a practical workflow around fixed page sizes and distribute to multiple devices.
Scrolling and responsive design solve this problem.
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2
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Responsive design
Responsive design is a big, hard change for print designers
Web designers are your friends
WARNING
Device screens are mostly smaller
So keep tap targets large
Fingers are fat
Progressive reveals
’
Text
Video
Great content
Commodity technology
Simple interaction
The Wasteland app
You may need to re-licence or change fonts
It’s all about the user. What they want and when.
Work with web designers.
The page is dead. Scrolling is your friend.
Don’t get too attached to your print fonts. You probably can’t afford them.Don’t overcomplicate. Keep your app as simple as it can be.
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SUMMARY