This idea is both a consumer feature and a marketing opportunity

Imac-606765_1920We take it for granted that when we open our favorite ebook app it automatically jumps right into the last book we were reading. And while that’s handy, I’d like to see at least one other option when I open the app.

How about a reader-customized landing page? This page should be fully configurable, based exclusively on my particular interests. For example, we all have our favorite genres, topics and authors we like to follow. Let’s start off by allowing readers to place a widget on this landing page showing the top five bestsellers in their favorite category.

Another widget I’d love to see is a quick-and-easy way to grab samples of newly published (or upcoming) books in my preferred categories. So maybe a top five list again with a one-click-sample download button next to each cover.

Then there’s the social opportunity… I recently asked one of my good friends to tell me the best WWII books he’s read over the past few years. That was done through a combination of texting and email. How about adding a capability to this landing page so I can quickly find (or follow) my most trustworthy friends and answer that question right in the reader app? Both of us would have to opt in, of course, but what a great way to share and access highly relevant information, especially when it’s in such close proximity to the one-click sampling/buying process.

You’ve undoubtedly seen some of this functionality on your favorite retailer’s website or through their email marketing campaigns. That’s great, but sometimes I go to amazon.com to buy dog food, not books, and my email inbox is already overflowing with other marketing messages. Frankly, I think I’ve become numb to all the sales pitches that hit my inbox every day. Now compare that to the time when I’m opening the Kindle or Google Play Books apps on my iPad; that’s when I’m focused on books, but not just reading…I’m often ready for book discovery when I launch those apps, so why not help me find what I might be interested in?

I also realize most of the time we might want to just leave well enough alone and continue jumping right back into that last book we were reading. Great, but how about placing a button in the app’s nav bar to quickly take me to this configurable landing page?

Another nice touch would be to let me customize the feeds by day and time. For example, if I’m opening it up during business hours I’m probably looking for work-related content. But let me also configure it to show sports and history lists and samples when it’s after 5PM or on the weekend.

You’d think that Amazon would already offer something like this in the Kindle app. All the other reader apps tend to follow their lead and since books now represent such a small slice of Amazon’s overall revenue it would be great to see some other ebook retailer step up and innovate with a service like this.


Why is text-to-speech only an afterthought?

Buttons-304219_1280I spend a lot of time commuting to and from work in my car and I try to use the time wisely. I cycle through a playlist of podcasts every week but I feel like I’m missing out on other types of content. Regardless of your daily commute, I’ll bet you’d feel the same way if you’d stop to consider the possibilities.

I’m thinking mostly about short-form content such as website articles, whitepapers and other documents. If someone sends me a link or I discover an interesting article online it’s highly likely I won’t have time to read it immediately. That’s why I typically save it in Instapaper or Evernote.

This approach has turned me into an article hoarder as I have countless unread articles in both Instapaper and Evernote. So while I thought my problem was a lack of time at that moment, the truth is I rarely have time to read many of these things later either.

To its credit, the Instapaper app for Android has a text-to-speech feature built in. But the way it’s implemented tells me it was added as an afterthought. Sure, I can tap the “Speak” button and sit back and listen, but how useful is that when you’ve got a bunch of 2-4 minute articles stacked up and you’re trying to go hands-free while driving along the highway (or taking a walk, or running on a treadmill, etc.)?

Publishers sometimes talk of engaging with the consumer who’s reading their content while standing in the proverbial grocery store check-out line. Next time you’re in line at the grocery store look around. Nobody reads like that. Some people have their phones out but they’re probably scanning Facebook or sending a text message. Rather than heads-down reading you’re more likely to see people with ear buds in, listening to music while they shop or wait in line. And let’s face it: nobody reads while they’re running or doing other strenuous activities.

So along with all those “send to” buttons for various social and “read later” services, why isn’t there one built exclusively for text-to-speech conversions that open up all sorts of new use-cases for content consumption?

The service has to do much more than just transform text to audio though. There’s an important UI component that needs to be considered. The entire platform has to be audio-based, including voice commands. Picture an app on your phone that has all the voice command capabilities of Siri or Alexa, for example. Whether you’re driving or running, all you’d have to do is say things like “skip”, “next article”, “archive”, “annotate”, etc. The user should be able to manually create playlists and the service should offer the option of automatically detecting topics and placing each article in a relevant folder (e.g., sports, business, DIY, etc.).

Don’t forget the social aspect and opportunities here. Using voice commands I should be able to quickly and easily share an interesting article via email, Twitter, etc. Let me also keep track of the most popular articles other users are listening to so I don’t miss anything that might be gaining momentum.

One business model option is probably quite obvious: insert short audio ads at the start of each article, similar to the plugs I’m hearing more frequently in podcasts. And since the article topic and keywords can be identified before streaming it’s easy to serve highly relevant ads that are closely aligned with the articles themselves; think Google AdSense for audio. Give publishers an incentive to feature new “send to audio” buttons on their articles by sharing that well-targeted ad income with them.

Doesn’t this seem like it’s right in Google’s wheelhouse? I suppose they’ve got bigger fish to fry but this looks like an existing marketplace gap that’s just waiting to be filled.


Another way to monetize ebooks

Coins-948603_1920In today’s market there are typically two methods for ebook distribution: free or paid. I’ve said before that one day we’ll see an ad-subsidized model take hold. Purists generally reject that concept, saying they won’t let advertisements interfere with their reading experience. That’s fine. They can pay full price but I’ll sometimes opt for the cheaper (or free) ad-subsidized version.

There’s another option that could become popular one day and it will be almost as as frictionless as the free model.

Are you familiar with Google’s Opinion Rewards app? I learned about it a couple of years ago and now I use it to buy three or four ebooks per year. Once the app is installed on your mobile device you’ll get periodic notifications asking you to respond to a survey. These questions can feel kind of creepy as Google uses the geo service in your device to ask specifics about stores you recently visited, for example. It takes about 10 seconds to answer and each survey nets me anywhere from 10 to 50 cents, sometimes even more; I usually end up with $10-$12 in my Google account every two to three months and I always use it to buy an ebook in the Google Play store.

With that in mind, imagine a service where you can download all the ebooks you want, for no charge. The content is locked and it becomes accessible as you answer a survey question every few pages. Or maybe you answer a few survey questions at the start of each chapter. Either way, rather than cash or credit card, you’re paying for the ebook with your data and opinions.

Again, this model isn’t for everyone. Privacy freaks will definitely choose the traditional option, paying full price to avoid sharing more data or opinions.

In order to make this happen we’ll need an ebook application and platform that supports a survey-driven business model. Google would be the logical choice as they could easily integrate their Opinion Rewards service in their ebook app. I doubt that will happen though as Google has expressed almost zero interest in the ebook marketplace. Doesn’t it seem as though they only released an ebook application because Apple has one?

In order for any company to offer this option they’d have to place a high value on the survey data. That means they’d either use the results to improve their own business (unlikely) or sell the anonymized results to others (more likely).

The key difference with this model for publishers is that they’ll earn only as their content is read. So if most users download the book then lose interest after a chapter or two, that’s all the survey income the publisher will earn; this pay-as-you-go model scares the heck out of most publishers because they’d rather get full price up front and not worry about whether the content was engaging or if readers finished the book.

There’s a huge ecosystem of free ebooks today. Publishers and authors typically give these books away and hope some number of readers will buy the next title in the series or another book from that author. A pay-as-you-go model, which doesn’t really force the user to open their wallets, could become a more viable option, helping authors and publishers better understand how their content is being consumed.


Maximizing mobile micro-moments

Girl-925284_1920Google recently published a document entitled Micro-Moments: Your Guide to Winning the Shift to Mobile. You can download the PDF here. It’s a quick read and worth a close look.

I’ve long felt the publishing industry is too focused on simply delivering the print experience on digital devices, something often referred to as “print under glass.” That strategy has created new revenue streams over the past 10 years but it’s not the end game. Mobile represents opportunities for new methods of engagement and discovery; that’s precisely what Google’s document outlines with plenty of interesting stats.

For example, the document notes that “we check our phones 150 times a day” and then reminds us that each session is barely a minute long. That might be an average length but I’ll bet the mean is even shorter. How often do you pull your phone out for only a quick, 10-20 second peek at your email inbox or news? That’s probably my typical session length and based on what I see around me I’m confident it’s the case for plenty of others as well.

So what about that oft-used scenario of pulling the phone out to read an ebook while standing in line at the grocery store? That’s clearly something publishers fantasize about but consumers rarely, if ever, do. It’s more info snacking and short, bite-sized pieces of content that are consumed in most of these mobile sessions.

That trend isn’t changing anytime soon. As the Google doc states, in the past year mobile sessions have increased 20% while session time has decreased 18%. We’re shifting from longer desktop sessions to shorter mobile sessions.

Google asks this very important question: How does your brand perform on keywords searches that are vital to your business? Don’t just focus on search results ranking, btw. You may appear at the top but does the resulting link take a visitor to a terrific mobile experience? Responsive design is part of that but the more important point is that the destination page is constructed with content or a call-to-action perfectly designed for those 10-20 second mobile session bursts.

What does a great, mobile-optimized destination page look like? For one thing, it’s probably a single screen requiring no scrolling on even the smallest of phones. If you can’t deliver on that promise you need to focus on giving the visitor a reason to provide their email address for more details. Again, everything should be designed for an extremely short user session.

On page 8 Google says that that video how-to searches are still on an extremely steep growth trajectory. They’re up 70% year-over-year and far from plateauing. Your business is probably built around written content, but if you’re in the how-to space you’ve got to think about how to remain relevant as more solutions are discovered via mobile searches and delivered in video, not written, format.

Take a few minutes to read and highlight elements of Google’s report. There’s a lot of terrific information here and I guarantee it will both inspire you as well as force you to think about the importance of reframing your brand around mobile. There’s so much here, in fact, that I want to revisit the document in next week’s article. So stay tuned for part two where I’ll highlight several other important points as well as share a use-case for how mobile can complement, not replace, print.


How Amazon Underground will affect content pricing and business models

Screen Shot 2015-08-31 at 9.29.05 AMAs interesting as the all-you-can read models from Next Issue, Oyster Books and Scribd are, I believe Amazon just introduced a new model that’s likely to be much more disruptive in the long run. I’m talking about Amazon Underground, where paid apps go to be free.

If you haven’t heard about Underground it’s a collection of paid Android apps that are now available free if you download them directly from Amazon. The initial collection is mostly games but it will undoubtedly grow over time. It’s also important to note that the catalog includes paid apps as well as those with in-app purchases (e.g., additional levels for a game); those in-app options also become free in the Underground world.

App developers get paid for engagement in the Underground model. So if their app gets downloaded but never used they earn nothing. On the other hand, if their app is wildly successful and used extensively, Underground represents a whole new developer revenue stream.

Any app developer will tell you there’s an enormous difference between the number of downloads of a 99-cent app and that same app as a freebie. Amazon gets that and may have cracked the code in leveraging free while also driving revenue.

It all has to do with advertising revenue. You may not see much (any?) advertising in some of these apps today. For example, I haven’t seen a single ad in a casino game and Office app tool I downloaded. That will undoubtedly change in the future. After all, in order to keep investors happy, Amazon’s losses today always need to point to profits and other benefits in the future.

What are those benefits?

First of all, it’s an interesting way to co-opt the Google Play store. Remember, you can only get these Underground apps direct from Amazon, not Google. I’ve got to believe Amazon’s own app store isn’t exactly thriving, so this is a great way to give it a gentle boost.

Second, all those Underground apps you download ultimately pull you deeper and deeper into the Amazon walled garden. This too might not be apparent today but it will become crystal clear when those ads start popping up. And don’t forget that you’re opting into a model where all your app usage is closely tracked. After all, that’s how Amazon determines how much to pay developers. If you’re a privacy freak, Underground is not for you.

Why should publishers care about Amazon Underground? It sounds like an interesting model for game developers but not all that applicable for books, newspapers and magazines, right?

Wrong.

I’ve been talking about advertising in books for quite awhile now and I think Underground represents a viable, incremental business model for this vision. It’s obviously not the best option for some content but I’m convinced enough publishers and authors will embrace it, so much so, in fact, that naysayers will even have to consider it.

Let’s be clear about this though: I’m not suggesting an ad-based model will generate the same amount of per-unit revenue as the paid edition. That’s simply not going to happen. If a publisher is earning $5 per copy sold of an ebook today they might only earn ten or twenty cents (at best) from each download of the Underground version.

So why would any publisher ever agree to this?

It’s all about extending reach. Sure, nobody wants to trade a $5 sale for one netting ten cents. But what about all those readers who aren’t going to buy the book, newspaper or magazine to begin with? You’re netting zero from them today and possibly ten cents from each of them in the future. All that, with no cost of goods, btw.

Here’s another interesting use-case: Underground becomes a better sampling solution. Once the service is loaded with a bunch of ebooks, readers will be able to download the entire catalog without paying a penny. Amazon won’t be on the hook for any payment till pages are read. Consumers who like what they see but get frustrated with all the ads will always have the option to go back and actually pay for the original, ad-free edition. The rest of us will simply deal with the ads and enjoy the free ride.

That sounds like a win-win model for quite a few books, newspapers and magazines.


Disney shows how to tear down walled gardens

Tired of dealing with the fragmented mobile marketplace that iOS and Android represent? The imagineers at Disney have come up with a terrific way to address that problem. It’s both a much-needed solution for consumers and also a clever way for Disney to maintain a direct relationship with consumers who buy indirectly.

I’m referring to the Disney Movies Anywhere initiative, which lets you buy a movie on one platform and watch it on either platform. Imagine a world where all those ebooks you bought on the Kindle platform could also be read now on the Nook platform, and vice versa. You’d be free to choose the lowest price, no longer worrying about ebook library lock-in, where you’ve bought so many titles you can’t imagine abandoning that retailer.

Sounds like a nightmare for the big retailers but a huge win for consumers and publishers.

Of course, how many publishers have the Disney muscle to force retailers into such a model? Very few.

But wouldn’t it be cool if one or more of the Big Five book publishers pushed for something just like this? The first thing a reader would see when they open that ebook from Amazon, B&N, or anywhere else is a message from the publisher thanking them for their purchase and showing the steps necessary to register the purchase with the publisher so the book can be read on any ebook platform.

The publisher not only does the reader a service, they also establish a direct link to all their customers. That leads to a better understanding of customer interests and trends as well as the opportunity to upsell other products directly.

Every retailer except the largest should support this concept as well. If you’re the distant #2 or #3 ebook retailer, you should totally embrace the opportunity to level the playing field with this; you’ll suddenly gain more relevance as all those books bought on the #1 retailer’s platform could now be read on yours.

Here’s another interesting byproduct: How long would the #1 retailer continue selling ebooks at a loss when every sale no longer reinforces consumer lock-in and, in fact, becomes yet another ebook the consumer can read on competitor platforms?


The future of content recommendation services

If you’re overly concerned about data privacy you’ll want to stop reading right now because I’m about to give you a glimpse of the future that will make you bristle.

For the rest of you, I’d like to describe a vision I have of how content services will dramatically improve, become widely used, and even paid for, in the not too distant future.

You’re probably familiar with services like Taboola and Outbrain. They’re the technologies behind all the “You may also like” or “Sponsored content” blocks of links that have become ubiquitous on websites. They use sophisticated algorithms to suggest related content you might be interested in reading. 

Then there’s Google. My Android phone’s Google app does a terrific job presenting nuggets of information I might find useful. It’s equally awful at it too though. On a recent trip through Atlanta it suggested the CDC as one of the nearby attractions I might want to check out. I realize Ebola is a hot topic right now but is there really anything in my Google-accessible content stream that would suggest the CDC as an interesting destination for me? 

Google’s app, as well as its News service, are both casting an extremely wide net in the hopes that something in their recommendation stream will cause me to click. Every year I find Google’s stream suggesting fewer and fewer truly relevant articles for me. This, despite the fact that they have access to so much of what I’m doing, where I’m going and what I’m interested in.

What’s wrong with this picture? These services should be improving, not simply providing an even wider pipeline of content, most of which doesn’t interest me at all.

What’s missing is a service that pays much closer attention to who I am and what’s likely to engage me. That’s one of the things I always liked about Zite, the content service that recommends more content based on what you’ve previously read in the app. I used to spend a great deal of time in Zite every day. Then they got acquired and for some reason their stream just isn’t as engaging for me as it used to be.

What’s needed is a service that is much more closely aligned with everything I do, or as much of my life as I’m willing to let it access. I’m talking about my email in-box as well as the websites I visit and even my work and personal calendars. Here are a few use cases for the service I’d like to see: 

  • Prepare for trips – It’s nice that Google shows a card for this afternoon’s flight status, but they could do so much more. How about tracking my personal interests and serving up recommendations for downtime activities? Knowledge of my interests would hopefully prevent an app from suggesting I visit the CDC, for example. This service could also interact with my TripIt account, notice that I made a car rental reservation and suggest a better alternative (e.g., a better rate with another carrier, one that earns me miles on my preferred airline, or a better option like Uber or Lyft, etc.) How about a few facts and figures about where I’m heading? This destination info is available on Wikipedia, so it would be easy to tap into that content source as well as many others.
  • Provide news and research for upcoming meetings – The assumption here is that I’ll allow this service to access my daily calendar. When it sees I have a 2-hour meeting with XYZ Corp next week it begins early by creating and sending me a snapshot of the organization as well as noteworthy news about XYZ Corp. The detailed version arrives a week before the meeting, giving me plenty of time to become an expert on the company. The day before or the morning of the meeting I then get a shorter follow-up with any updates that weren’t available earlier.
  • Stay on top of the competition – The key here is to know the company I work for and the industry we’re part of. Better yet, if it’s a large, multi-sector company, it knows exactly which area I focus on and tailors everything around that space. The service then uses all the publicly available data sources to feed me updates and insights about the competition.
  • Tap into streams from leaders and celebrities – How would you like to gain access to the news and content streams being delivered to people like Warren Buffet or Jeff Bezos? Obviously they’ll want to filter their public version to avoid accidentally leaking confidential information, but there would still be enough content to make for some very interesting reading. Rather than waiting for Bill Gates to tell us what books he read and recommended from last year, let’s see what’s on his inbound content stream today.
  • All this, with no manual configuration required – Some elements of what I’ve described above are available today, if you’re willing to spend a lot of time configuring your keywords and splicing together multiple services. Don’t forget that your interests change over time…and so does your calendar, of course. I want a service that is always up-to-date based on what it sees me doing throughout the day and week. It needs to be fully automated and change as my interests and focus change.

I can see multiple flavors of this service. The simplest one is free and is funded by ads and sponsorships, just like many of Google’s existing services. A paid version eliminates the ads and comes with more bells and whistles. And remember that leaders/celebrities idea? Those could be structured as subscriptions to that individual’s feed. Plenty of people would pay a monthly fee for access to these streams. And although Warren Buffett doesn’t need this additional income, he could always have it flow to his favorite charity.

We’ve got a long way to go before we’ll see a service like this, but I’ll be among the first in line to sign up for it when one arrives.


Why Amazon Firefly is important

At any given point in time it’s easy to assume that search engines have evolved as much as they’re ever going to. Sometimes it’s hard to avoid falling into the logic that was allegedly uttered long ago by Charles Duell: “Everything that can be invented has been invented.”

Putting the gimmicky eye candy called “Dynamic Perspective” aside for a moment, there’s another element to Amazon’s recently-announced Fire phone that everyone in the content industry needs to focus on: Firefly.

On the surface, Firefly also feels like a Fire phone gimmick. In reality, it’s a next generation search platform and likely to be the first significant Google challenger. I’m not suggesting Google will disappear or feel the pain anytime soon, but Firefly will force them to evolve.

Firefly lets you snap pictures of objects so you can buy them from Amazon. It’s the next step in showrooming, the process brick-and-mortar retailers loathe. Publishers need to look beyond Firefly’s ability to enable one-click purchase of a physical book sitting on a table. Rather, publishers need to consider how Firefly will eventually enable the discovery and consumption of all types of digital content as well.

Let’s say you’re at the ballpark watching the Pittsburgh Pirates play. You snap a picture of the beautiful city skyline, looking out from behind home plate in PNC Park. You’re curious to learn more about the park, the team or maybe even the city itself.

Instead of clicking the camera button, click the Firefly button on your Fire phone. Rather than just getting a photo you might not ever look at again, your screen is filled with search results. These aren’t just the website links you get from Google though. You’re looking at all sorts of free and paid content you can consume now or later.

All the usual suspects are included here. You’ll see links to books about the team, park and city. But you’ll also have an opportunity to buy the program, print or digital, from today’s game. And maybe there’s a link to purchase a digital edition of today’s local paper or just portions of it (e.g., the sports section, just those articles covering today’s game, etc.) The results could also include articles about the team/park/city, accessible via either a trial subscription or maybe they’ll ultimately be free thanks to the ever-expanding reach of Amazon Prime. 

Don’t forget that all these results won’t just appear in random order. Amazon will develop a search algorithm as sophisticated as Google’s, but with the benefit of all Amazon’s “customers who viewed x also viewed y” data and capabilities.

Most importantly, don’t forget the power of paid placement in these results. Amazon has generated plenty of revenue from publishers for placement and promotional campaigns. Firefly will open the door to an enormous number of new ways Amazon can charge publishers for premium placement in those Firefly search results.

I haven’t forgotten that you’re sitting at a baseball game and the last thing you want to do is flip through search results and spend time reading content on your phone. That leads me to another model I suspect we’ll see from the Firefly search platform: save for later.

Web searches today focus exclusively on the here and now. You search, find what you need and you move on. Firefly opens the door to a lengthier relationship between user and search results.  You can’t be bothered with all the Firefly details when you’re trying to watch the baseball game. That’s why you’ve configured Firefly to save those results for later retrieval. They could sit in a holding area in your Amazon account, similar to your Amazon Wish List, or maybe they’ll be delivered to you via email. The more likely scenario is that Amazon will do both, of course. Amazon knows the value of data and reminding customers of what they like, so expect to see plenty of notifications about these potential one-click purchase opportunities.

None of this functionality exists today, of course. And most of it won’t be available when the Fire phone ships in July. But rest assured that these and plenty of other innovations will eventually be available through the Firefly feature. Amazon’s #1 goal is to get consumers to buy things and Firefly is a huge step forward in making those transactions happen more frequently and conveniently.  


Making apps a core part of your digital publishing strategy

Arun BentyOn May 15, 2013, Apple celebrated 5 years of the App Store and released some astounding statistics.  Over 50 billion apps have been downloaded and that number jumped to 60 billion just 5 months after that announcement. That’s an average of 800 apps downloaded per second! With Apple paying out $15 billion to developers and December alone recording $3 billion in sales, do publishers need more reasons to look at the app store seriously? Let’s not forget, we haven’t spoken about the Google Play store yet, for which numbers are difficult to come by.

But aren’t customers tuned to buying books from iBooks and apps from app stores?
The answer is no. 10 to 30 times as many books are sold on the app store as compared to iBooks. The iBookstore pales in comparison to the Appstore in terms of traffic. So why would you place your wares in a store that has no footfalls? App Stores have changed the way we buy and install software and this begs the question: Aren’t ebooks software in a sense?

What’s the most important benefit of using apps for publishing?
It’s a common notion among publishers that apps makes sense only if you want to plug in some “interactivity” into your book. But there’s so much more to publishing books as apps than just this. Apps give you direct access to the consumer so it opens the doors to promotions, up-selling and cross-selling. It creates a channel to sell direct and increase margins. With the ever increasing focus on direct-to-consumer methods, apps can help publishers build a relationship with their readers despite the control exerted by dominant ebook retailers. With 90% of book sales driven through word-of-mouth marketing, engaging with your influencers is becoming increasingly important.

Aren’t apps expensive to build and maintain?
Yes, apps are expensive to build and maintain. This is where the Papertrell platform comes in. With an easy to use, feature rich, do-it-yourself app publishing CMS that simultaneously builds for all device platforms natively, Papertrell dramatically reduces the cost of app development and maintenance. It’s a platform that’s built for scale: an interactive app can be repurposed from an ePub file in under 48 hours. The platform also supports tools to import and repurpose from InDesign, PDFs and even blogs.

What about distribution? Isn’t it a complex ecosystem across multiple device platforms?
Manually managing titles across app stores is a complex process. The Papertrell platform takes care of end-to-end app distribution, publishers can now automatically submit or update to 7 different app stores with a single click. This also makes managing price promotions and meta-data management simple across multiple app stores. Publishers have a choice of distibuting as a paid app or as a “collection” of titles within a Shelf app with in-app purchase or subscrition as a payment option. The Shelf is fully cusomtizable with a host of features like banners, collections, a fully-featured EPUB and PDF reader, a cloud synced library, offline access, social reading with Facebook and Twitter integration.

What about updating content?
One of the most important features in Papertrell is the ability to quickly respond to customer issues related to content. App stores are notoriously slow in reviewing apps and this can sometimes kill the chance of an app being successful. A Papertrell app can be updated instantly without the need for time consuming app store reviews and will still work in an offline mode.

Can any type of book be converted to an interactive app using Papertrell?
It’s important to define what we mean by interactivity. Most content apps use audio, video and animations to add interactivity, but Papertrell uses a completely different approach. The idea is use existing book assets and repurpose it into a usable, interactive app without relying too much on “bells and whistles”. There are many instances here and here where this principle has been effectively applied. These are examples of books that contain no multimedia but the products have been repurposed into commercially successful apps by simply “gamefying” the content around usage, for example, unlocking chapters based on the quiz result. This is how “interactivity” is defined in Papertrell.

How scalable is app production in Papertrell? Can the process be automated?
Papertrell automatically ingests content from EPUB and other digital formats into a structured content dictionary using pattern recognition methods. Once the content is mapped, and a template is created, an app can produced from a subsequent EPUB in the same series in a matter of seconds. Here’s an example of a series that was produced using automation. This makes it incredibly easy to quickly make changes to the design and look and feel. The structured content dictionary also helps in reusability as new titles can be easily produced by remixing content across a series.

What sort of publishers are best suited for Papertrell?
Papertrell provides a robust platform for publishers who want to build a direct-to-consumer sales channel. Today this pretty much covers every type of publisher: trade, educational, comics, graphic novels, STM, Illustrated, non-fiction and even B2B publishing. With a range of options available to reach out, acquire, sustain and nurture readers, Papertrell provides depth and breadth in terms of features and flexibility to suit any requirement. Whether it’s creating highly engaging and interactive interpretations of books, social reading, ebook promotion and bundling or direct selling and subscription, Papertrell can play an integral part in your digital publishing strategy.

This article was written by Arun Benty. Arun is responsible for Papertrell's business development and product strategy. He is also the Co-founder and Director of Business Development at Trellisys.net, Papertrell's parent company. He has guided several globally recognized app projects for publishers including HarperCollins and Hachette including The SAS Survival Guide - a Webby Award winning app.


Location-based content in the future

I’m one of the hundreds of millions of people who use Google News in a variety of ways. Long ago I configured it for the keywords I like to track so that I can scan the latest headlines on my favorite topics. I also have it set up to show me the latest goings-on in my hometown.

I’ve got to say the local element of Google News isn’t exactly the service’s greatest feature. It’s littered with stories that aren’t exactly news, they’re not in line with my interests and, in some cases, they have only a very loose association with my town.

It’s amazing that in this day and age of geo-tracking, data capture and rich content there’s no killer app for location-based content.

I’m talking about a service that does the following:

  • Knows precisely where I am, whether that’s at a ballgame, in the supermarket or sitting in a coffee shop
  • Knows who I am, including my interests and habits, whether this is the first time I’ve been in this location or if I come here regularly
  • Provides me with information, stories, and yes, even deals on purchases I might want to make while I’m in that location 

I’ve seen bits and pieces of these requirements but I haven’t seen them all rolled into one service.

The first point is pretty simple. Every modern phone has geo built in, so it’s just a question of this service tapping into those capabilities. 

The second point may sound spooky, especially if you’re concerned about data privacy. Then again, anyone who thinks they can avoid being tracked and measured these days is pretty naïve. Opt out when you can but know that data is still being collected, even if it’s nothing more than your location from cell tower triangulation.

I figure that since all this data is being gathered, why not use it to my advantage as a consumer?

The second point also sounds a lot like how Zite, now part of Flipboard, tracks my reading habits to gauge my interests and uses that information to provide more relevant content tomorrow. That’s a terrific application of data gathering and one that always resulted in a more efficient reading experience.

The third bullet is where all the work still needs to happen. Tagging is critical here. When stories are written, what level of tagging is included so those same stories can be presented in a location-based service? I’ll bet there are few, if any, geo-based tags included with most articles today, so this is an important point to consider when creating content. 

Finally, the game-changer here isn’t a bunch of apps. You don’t want to force mobile users to download a new app every time they visit a new city or go to a museum. This has to be one single service that provides access to all the big stories and hidden tidbits of information no matter where you are. Sort of like Google News, only much, much better.