The Apple iPad – A New Canvas for Publishers
by GinaAs Apple unveiled the iPad last week I’m sure the Apple-loyalists lined up to reserve their very own precious iPad. But, what they get in return for the price is still to be seen, or better yet, realized.
The iPad is anticipated to provide a simple and convenient experience for consumers seeking high-value digital content. Already, Apple has designed an app for delivering books via the iPad (called iBookstore), but will they be able to compete with the Kindle or Netbook that’s already out there? If you own one of those other e-book readers, are you really going to put out another $500 for yet another cool tech device that serves the same function? I’m not so sure.
Publishers, Get Your Paintbrush, the Canvas is in Front of You
I believe the real opportunity may lie with the news and magazine publishers. The New York Times presentation of their news on the iPad looked pretty impressive. It had a nice layout, nice flow. Now that Apple – who has a pretty loyal following (more than 20% of Americans own at least one Apple product) — has created a canvas, it’s time for innovative publishers to start building their apps. A much larger canvas than was available via the iPhone and iPod, now might be the time for publishers to consider an alternate business model that may help and even speed the transition of consumers’ willingness to pay for digital content.
Many Limitations… Exercise Some Caution
I want to be fair here so let’s consider a few limitations of the iPad. Publishers are going to need to provide non-Flash versions of their content that consumers are willing to pay for.
There’s no browser choice. So make sure you build your iPad app with Safari in mind!
The iPad is truly a managed device so anything and everything that appears on it will be a direct choice/preference of the owner. Your iPad app will need to be something special. As mentioned in the Fox Business interview with Outsell’s Ned May the other day, the iPad is like a coffee table book. To me, it has the potential to be a coffee table book on steroids.
No More Magazine and Newspaper Clutter… Just One Device (Well, Maybe)
As I look at the pile of magazines and scattered newspaper sections sitting on my coffee table, the iPad may offer an attractive alternative. Rather than paying for my current subscriptions, I can just read these magazines and newspaper articles on my iPad. No more recycle bins overflowing from the page-worn periodicals I’ve read over the past few weeks!
But wait, I haven’t placed an order for my iPad yet… My newspaper and magazine publishers haven’t built their apps yet… Guess I’ll just have to deal with the paper clutter a little while longer.
Ready to design your iPad app? Contact Connotate to explore the possibilities.
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