At the BEA session on mobile apps the audience got an overview from Michael Cairns, co-founder of International Media Partners, and his fellow panelists, Josh Koppel, co-founder of Scroll Motion; Peter Costanzo, director of online marketing, Perseus Book Group; Linda Gagnon, senior v-p, digital media services, Baker & Taylor; and Dominique Raccah, CEO of Sourcebooks.
Both Cairns and Raccah cited the impact of the "State of the Internet Report" delivered by Morgan Stanley Internet analyst Mary Meeker on April 12 (a summary appears here). Meeker forecasts that within the next five years, "more users will connect to the Internet over mobile devices than desktop PCs."
Josh Koppel claimed that ScrollMotion's Iceberg platform was the first to bring major publishers onto the iPhone for a standalone book experience. "We defined the feature set," Koppel suggested, citing an e-book pagination that correlates with the print book, the ability to take notes and share pages all within the reading experience.
Iceberg Kids goes even further, creating what he called "an interactive space for graphic content." It simulates the experience of looking over a double-page spread or leafing through the book--an experience that Koppel described as a "motivated slide show"; children can scroll through frame by frame and navigate the pages. They can also "personalize the content" by reading aloud and recording the text. These features work with other illustrated content, such as art books and architecture plans.
For textbooks, such as MCAT study guides, ScrollMotion has created add-ons such as a glossary, an expandable table of contents, and a live practice quiz that can be graded immediately, along with the correct answers and an explanation of the solutions. Koppel demonstrated the next iteration of illustrated books with footage of a shark swimming, as text that appears below to explain what viewers are seeing.
Cathy's Book by Sean Stewart and Jordan Weisman, published by Perseus in 2006, was "the first book to include interactive elements," according to Peter Costanzo. "It was waiting for this moment." Before, the content was tethered to a PC and a landline, he explained, as thousands of callers phoned in to say, "Cathy, I found your book!" Now the Cathy's Book app allows kids to view video elements and hear the characters' voices. The first third of the book has already been submitted to Apple for the iPad, and the other two-thirds are forthcoming. Costanzo also demonstrated a new Perseus/Avalon Travel app featuring renowned travel guide Rick Steves pointing out works of art as he walks the halls of a museum.
B&T's Linda Gagnon demonstrated Blio, the e-reader that provides a "cross-platform solution," allowing for "low-cost entry, high impact and broad distribution." Like Koppel, she demonstrated both high-resolution graphics for magazines, newspapers, graphic novels and other illustrated books, as well as interactive possibilities with textbooks (such as test-taking) and other informational content. Gagnon said that Blio allows for "all books in the same environment."
Apps: Meeting the "Connectivity Expectation"
Sourcebooks' Dominique Raccah provided the most practical information for bookstores, publishers and writers who are contemplating creating an app. She began by citing Steve Jobs's new characterization of Apple as "a mobile device company," upon the release of the iPad. Like Cairns, Raccah evoked Mary Meeker's findings and posited that consumers are now driven by "connectivity expectation." Raccah asked, "With customers who expect to be connected 'anytime, anywhere, by any device, with any format,' how do we meet that expectation?" Mobile is ideal, Raccah suggested, because it's "personal, permanently carried, always on, with a built-in payment channel, and available at the point of creative impulse."
For those who are contemplating creating an app, Raccah suggested thinking through these elements:
- Determine the target audience and define the value the app will deliver (will it solve a specific problem? Is it for entertainment?). What is the "why"?
- Identify the revenue stream (if any).
- Define functionality and determine the book content that will support it.
Raccah then discussed the importance of "Wire Frames," the blueprint for developers like Koppel at ScrollMotion. "Josh defines the screens, and if it's not right, either it doesn't work, or it's not functioning," Raccah said. "But there's good news for publishers... we can fix it!" She gave a range of examples from Sourcebooks, such as Gruber's Shortest SAT iPhone app; iDracula, a retelling of Dracula through text messages and a Web site; and an iPhone app that's coming out three weeks before the book's release that will offer 30% of the content free (consumers will have to purchase the book or app to see how it ends). --Jennifer M. Brown