Overview of all things digital created for presentation to editors of a major Christian publishing house.

1. DIGITAL PRODUCTS.: an overview :.

2. HOW WILL WE INTERACT WITH CONTENT IN 10 YEARS?

3. .:did you know:.

4. WHY IS DIGITAL SO IMPORTANT? We are raising a generation of “digital natives” – future customers who live and breathe digital media Digital can be a cost-effective marketing tool in a very crowded marketplace Digital content enhancements can add perceived value to products we already produce A way to reach a whole new group of customers through word-of-mouth and social networking Digital is expected to reach 25-50% of print sales by 2015

5. So . . . what’s ePub??(a.k.a. . . . What the Hell is XML?) A highly flexible and open “content container” that separates the formatting of the content from the content itself ePub XML is the basic starting point for many digital projects – eBooks, apps, websites, etc. ePub allows you to “flow” the same content to many different templates or formats, without making changes to the content itself

6. Most Digital Editions start life as an ePub file

7. MOBILE APPLICATION DEVELOPMENT DEFINED Wikipedia says: Mobile application development is the process by which applications are developed for small low-power handheld devices such as personal digital assistants, enterprise digital assistants or mobile phones. These applications are either pre-installed on phones during manufacture, or downloaded by customers from app stores and other mobile software distribution platforms. Simply stated: Mobile apps are like teeny, tiny crosses between a desktop application (MS Word) and a website that you can download onto your Apple, Droid, or BlackBerry mobile device to perform very specific tasks or functions.

8. .: digital business models :.

9. DIGITAL BUSINESS MODELS Devotional Group or Individual Bible Study Game Enhanced eBook/Vook Planning Resources Reference Audio Digital is a delivery mechanism – yet one more way for customers to consume content.

10. Dracula

11. Alice

12. Sports Illustrated

13. The Daily

16. AND YET . . . App reportedly cost News Corp. $30 million to create (which they wrote off as startup costs) The current average rating on The Daily appis 2-1/4 stars, with 122 1-star ratings out of 257 total ratings The Daily needs 500,000 weekly subscribers at $0.99/day to break even Running costs are “less than half a million a week” Downloads are massive – between 250-500 500 Mb of data to be downloaded EVERY DAY Yearly budget for The Daily is around $30 million SUSTAINABLE??

17. ENHANCED EBOOKS AREN’T GAME CHANGERS . . . YET Magazines/newspapers for tablets are often little more than PDFs with photo slideshows and video thrown in Huge download files (upwards of 250Mb) No web links (essentially “walled gardens”) Few opportunities to share content Same content as the print edition JUST LIKE PRINT: Out of date as soon as they’re published (TechCrunch says: A “daily” already sounds too slow) Not social enough – we want to see what our friends like and are reading or discussing Kindles and Sony eReaders won’t handle the uber-enhanced multi-media and interactive content

18. FLIPBOARD

19. .:late-breaking news:. Android market started selling eBooks YESTERDAY -- Feb 24, 2011

20. .: the market :.

21. KNOW YOUR COMPETITION A competitor for digital resources isn’t necessarily an analog or print resource . . . it could be something else entirely. Like YouTube, or audio books, or even Angry Birds--which has over 10 MILLION downloads at $0.99 each (you do the math!)

22. Smartphone vs. Feature phone 28% of U.S. mobile market in Q3 2010 have Smartphones In the last six months, 41% of people purchasing a new phone chose a Smartphone rather than a standard feature phone (up 6% from last quarter) Mobile handset market expected to reach $341.4 billion by 2015 Smartphones expected to triple in sales over the next four years

23. APPLE vs. ANDROID What’s the difference, where are our apps found (and why)? Apple and Android are the two dominant mobile platforms in the US market Currently, UMPH apps are all Apple-only Can add Android functionality for a separate charge (needs to be built into the business plan) Android is quickly closing the gap, but Apple store is still considered “The Place To Be” Easy, one-click ordering from iTunes store makes it one of the best customer experiences—driving more sales

25. How big is the mobile app market? (Yeah, I know these numbers are probably wrong) Worldwide iPhones Jan 2008: 3.7 million Jan 2009: 17.3 million Jan 2010: 42.4 million Apr 2010: 50 million Jan 2011: 90 million (TOTAL IPHONES SOLD TO DATE) Worldwide iPads 14.8 million in 2010 Projected to sell 40 million MORE in 2011 Worldwide Android phones 71 million (???) Supposedly 300,000 plus Android phones are activated per day

26. Do apps really sell? In a recent survey of the mobile app industry (all averages): Total number of units sold: 101,024 Time frame: 261 days (about 9 months) Units per day 387 Most common price $0.99 Number of updates 3.89 Cost $6,453 (not including developer’s personal time) So….an “average” app would make $101,024 on an investment of $6,453 in around 9 months.

27. Is 2011 the tipping point? Smartphones will likely blow away traditional computers in 2011 as the way most of the world gains access to the internet Likely half a billion Smartphones will be sold in 2011 eBooks are expected to reach at least 25% of print book revenue in 2011 Smartphone prices (for Android-based phones) are expected to sell at retail for below $100 (and maybe below $75) in 2011 The US population is around 308 million people iPads, iPhones, & Android-based devices alone will sell around 216 million units in 2010/2011

28. .:more late-breaking news:. As of Tuesday, Feb 22nd Amazon.com now offers thousands of TV shows and movies FREE as an added-value to Amazon Prime members

29. .:a case study:.

30. 24 Hours That Changed the World Hardcover Book DVD with Leader guide Student guide Younger children study Older children study Youth study Spanish edition 40 Days of Reflection

31. Have you seen these versions of 24 Hours?

32. FREE vs. PAID Why it pays to make an app or eBook free Way to help customers decide between types of curriculum (VBS app) Drive sales for a related for-sale product (Hallmark Jingle All the Way) Free-for-a-time promotion to drive sales can wildly successful You have to provide solid value to the customer even if the app is free if you want to be gainevangelists

33. How can you decide the best digital format for your content? Why different types of products make great eBooks, great apps, or great “other”

34. .:in conclusion:.

35. Mobile is the next step in content evolution The same content can work with different delivery mechanisms without conflict Websites are NOT the same as apps Digital is a wild frontier What comes next??