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Tablet Publishing – A potent synergy

abcm
April 02, 2012
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Tablet Publishing – A potent synergy

15TH ABC MEDIA WORKSHOP Presentation by Mr. Remco Koster

abcm

April 02, 2012
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Transcript

  1. WoodWing Software 2012 Remco Koster Managing Director WoodWing Asia Pacific

    Friday March 2, 2012 15th ABC Media Workshop Bandung, Indonesia Tablet Publishing Revolution!
  2. WoodWing Software 2012 Revolution! !   A revolution is a

    fundamental change in power that takes place in a relatively short period of time.!
  3. WoodWing Software 2012 ISP’s Tablet suppliers OS Re- tailers Publishers

    Retailers Consumers Publishers Consumers Change in power (tablets)!
  4. WoodWing Software 2012 Reading Magazines source: SEVEN, March 2011 13%

    incl NEWS sites iPad Media Consumption Analysis!
  5. WoodWing Software 2012 Wednesday Thursday Friday Saturday Sunday Monday Tuesday

    source: Woodwing CDS, Oct 2010 It’s a lean back device (magazines)!
  6. WoodWing Software 2012 Hype Curve: There are always sceptics!! Startup

    companies, first round of venture capital funding time Slope of Enlightenment Trough of Disillusionment Peak of Inflated Expectations Technology Trigger Plateau of Productivity R&D First-generation products, high price, lots of customization needed Early adopters investigate Mass media hype begins Negative press begins Supplier consolidation and failures Second/third rounds of venture capital funding Methodologies and best practices developing Supplier proliferation Activity beyond early adopters Less than 5 percent of the potential audience has adopted fully Second-generation products, some services Third-generation products, out of the box, product suites High-growth adoption phase starts: 20 to 30 percent of the potential audience has adopted the innovation expectations Phases of the Hype Cycle 2011 2012
  7. WoodWing Software 2012 Streamed! Personalized Magazine! Designed Issue! PDF viewer!

    Web! Cost ! +! --! +! +! ++! Reproducible ! ++! ++! +! +! ++! Paid for ! -! -! +! +/-! -! UX! -! -! +! --! --! Works off-line! +/-! +! +! +! +/-! Store! +! +! +! +! -! Examples!
  8. WoodWing Software 2012 New advertising opportunities! !   Web failed

    advertising! !   Tablets fuel ad engagement!
  9. WoodWing Software 2012 New threats for publishers who do not

    produce engaging apps:! !   Brands! !   Events!
  10. WoodWing Software 2012 Monetization - Multiple payment options! !  

    Subscription purchase
 through app store! !   Direct entitlement
 through web site!
  11. WoodWing Software 2012 Monetization - Direct Entitlement (Subscriptions)! !  

    Print offer transaction! !   Publisher offers in web banner! !   In-app subscriptions!
  12. WoodWing Software 2012 Business Insights - Recent Adobe Findings! !

      68% of DPS downloads are paid for! !   15% through single issues! !   26% subscriptions through app store! !   27% direct entitlement (publisher`s subscriptions)! !   Readers engage with 48% of interactive features used in DPS publications! !   Video and web views are most popular! !   Readers open a DPS publication avg 5 times per month; 55% spend more than 25 minutes!
  13. WoodWing Software 2012 Business Insights - Apple iTunes Subscriptions! !

      Popular Science: 10,000 subscriptions of 14.99US$/year sold in first six weeks ! !   1.2 million print subscribers so still small, but significant!
  14. WoodWing Software 2012 Business Insights - Apple Newsstand Experiences! !

      Future CEO Mark Wood:! !   It`s clear that Newsstand creates an amazing opportunity for publishers! !   Daryl Rayner:! !   Apple seems to have got this just right! !   Pixelmags statement:! !   1150% growth increase in first week of launch! !   Conde Nast`s Wired Magazine:! !   268% spike in subscriptions after launch!
  15. WoodWing Software 2012 Case Study - New kids on the

    block: TRVL Magazine! !   lTwo Dutch entrepreneurs that manage to fuse gorgeous, compelling content with a disruptive business modelz - TheNextWeb! !   Highest rated travel magazine in the app store! !   40,000 new consumers every month (content is free)!
  16. WoodWing Software 2012 Case Study: New kids on the block:

    Andaman 365 (Thailand)! !   Printing company starting a digital-only publishing company: Sirimedia! !   Highest ranked and rated publishing app in Thailand! !   No. 9 worldwide in McPheters iMonitor survey!
  17. WoodWing Software 2012 Case Study: New kids on the block:

    Joe Zeff Design! !   New York Design Studio launches its own digital magazine apps! !   Final Hours Of Portal 1: no. 1 paid app in US! !   Joe Zeff:! !   What you did before belongs in a scrapbook. What you do next is what truly matters! !   Focus; Extend your brand, or create a new one; Turn passive experiences into active experiences; Price it sensibly.!
  18. WoodWing Software 2012 Apple Newsstand Experiences: Mainichi Shimbun`s PhotoJ weekly!

    !   Before Newsstand not that successful! !   After Newsstand:! !   Thousands of paid issues sold daily! !   Hundreds of new subscriptions sold every day! !   Reinvigorated their weekly magazine!
  19. WoodWing Software 2012 Case Study - Sports Illustrated! !  

    Mashable case study: http://mashable.com/2011/07/31/sports- illustrated-inside-look/! !   Digital revenue up 22% 2009 to 2010! !   Sports Illustrated uses a software program called WoodWing, which allows designers to lay out the issue in multiple formats (both print and tablets) simultaneously. If a change to the copy is made in the print version, for instance, those changes will be automatically replicated in the different tablet versions! !   No digital department!
  20. WoodWing Software 2012 Get rated: McPheters! ! www.mcpheters.com! !  

    Tracking 3,000 apps from 60 countries! !   News Ltd`s Masterchef app rated 5 stars!
  21. WoodWing Software 2012 Business questions:! !   Issue content: copy/follow

    print/re-think! !   Which platform to publish to: iPad/Android/HTML5! !   Which organizational changes necessary! !   Which technology to use: own/third party! !   Pricing: free/low/medium/high! !   Subscriptions: own/iTunes/both! !   Newsstand: yes/no! !   Own newsstand: yes/no! !   Advertising: extension of print/stand-alone!
  22. WoodWing Software 2012 Recap! !   Tablets are here to

    stay! !   Design for a happy finger!! !   Engagement + Analytics = Monetization! !   Evolve in a quickly changing landscape! !   Advice: Get rated (McPheters)! !   Improve efficiency!! !
  23. WoodWing Software 2012 Please contact me:! !   E-Mail: [email protected]!

    !   LinkedIn: http://www.linkedin.com/in/jrkoster! !   Twitter : @wwapac! !