Android tablet gains in market share does not seem to be translating into dollars for publishers, at least not yetPosted: October 26, 2013
The common wisdom among publishers and digital publishing solution providers has been that when developing new tablet editions one should develop for iOS first, then Android and other platforms. The reason at first was simply that Apple was first with a popular tablet, and their sales dwarfed the competition. But as more Android, and then Kindle Fire, tablets appeared in the market the reason shifted somewhat: publishers were still seeing far more sales, more paid subscriptions from iPad owners than from owners of other tablets.
The theory for why this was true was that Apple had the top end of the market, first adopters, and those with more disposable income. Apple also had a system that allowed for easy purchases – and they also had all those credit cards on file.
But things have changed in the past year or so. Amazon.com launched the Kindle Fire for the holiday season and along with the tablet came a whole infrastructure that resembled Apple’s. Just as iPad owners were used to buying music and movies from iTunes, Kindle Fire owners were used to buying books and other goods from Amazon.com.
Nonetheless, there remains big differences in the way the various platforms are used and the kinds of publications seen inside the app stores. Replica editions are everywhere, but interactive magazines are more often found in Apple’s ecosystem. Many new tablet magazine vendors continue to choose to launch their solutions first for iOS and only later for Android and Windows. TNM’s own survey of digital publishing platform companies shows that close to 25 percent still do not provide solutions that will result in an app for the Google Play store – and close to 75 percent don’t service the Windows environment.
But surely we are starting to see this change, right? With so many new Kindle tablets being sold, with the soon to be released Kindle Fire HDX around the corner, are we seeing, or at least anticipating a change to the market?
Photo by Yutaka Tsutano (used under Creative Commons license)
“What we see is that there is still very much a stickiness to the iOS platform,” Alex Gruntsev, Chief Innovation Officer, NewspaperDirect, said.
Gruntsev said that the iPad reached people who were early adopters. He sees Android tablets, though, as being in the same category as the iPad, but that users remain more price sensitive.
“Amazon is moving the needle now,” said Graham Farrar of zuuka Group, the maker of the iStoryTime apps and bookstore app. “Which is not a surprise to me, if there is one Amazon know how to do is run a store.”
“As the Kindle Fire, and I think the Kindle Fire HDX, will accelerate this (growth),” Farrar said, though “it’s not iOS money yet.”
“When the Kindle Fire was released about 18 months ago I think that spurred additional uses of devices,” said Lynly Schambers, Group Product Marketing Manager, Digital Publishing Suite, Adobe, “because they were that much more affordable and accessible to people.”
“What we’ve seen, when we look at the growth of the Digital Publishing Suite business, we’ve seen the number of downloads really accelerate, especially over the past six to 12 months,” Schambers said.
Mike Haney of Mag+ said he thinks there may be regional differences, as well.
“I have read that there are real regional differences here—where Android is much more common in Europe and other parts of the world, users tend to spend more,” Haney said. “I hear that many of our customers are having good success on the Kindle, where people are more accustomed to buying content, particularly content to read.”
“I don’t know how soon, but the trend seems to be that like app spending everywhere, spending on Android is picking up, not slowing down. Google has done some nice work in improving the layout and features of its app store, and as more of those Android users—who may not have consciously purchased an Android phone, but rather took the least expensive smartphone their carrier offered—”discover” apps on their device, I think we’ll see spending steadily increasing, even if the price per app or per in-app purchase is driven down,” Haney said.
“We are seeing an increase in the number of people that are willing to pay for content, especially when we look at that year over year,” Adobe’s Schambers said. “Just in the past 12 months we’ve seen the number of digital subscriptions, paid for digital subscription increase almost three times over the past 12 months.”
For Gruntsev from NewspaperDirect, he sees a big difference between what readers are willing to pay for on tablets, and online.
“People are not willing to pay for repurposed web content,” Gruntsev said. “The moment they see replica for some reason it triggers comparison to the print.” (And hence a willingness to pay.)
For Haney from Mag+ he still puts the emphasis on the need to think of the new digital publications fresh.
“Our advice is unequivocally that you need to think of your presence on a tablet or smartphone app as a new product, not just a version of an existing product,” Haney said. “It is a unique ecosystem, with unique usage patterns and unique user needs.”
“If you run a monthly magazine and your publisher asks you to make a book, you wouldn’t just slap a hard cover on the July issue and call it done, would you?”
Haney also says that publishers need to understand that on tablet devices, as elsewhere, they are competing for the attention of the user. “Your replica that you clearly put no effort into is not going to lure me away from Zite or Facebook. ut if you give me a compelling bundle of content that is engaging and easy to consume and fits what I do with that device — Atlantic Weekly being a great example — then you will become part of my app habit.”
The latest release of Digital Publishing Suite – Release 27 – is now available. With support for Pinterest, device GPS integration and Free Article Preview with Metering, the latest features in Digital Publishing Suite are designed to help you drive awareness of, interest in, and revenue from your publications. In addition, we have refined Folio Producer Service so that you can streamline and accelerate production.
New features that are now available, in release 27, among others:
- Social Sharing through Pinterest
- Device GPS Integration
- Free Article Preview with Metered Content
- Copy Folio
For a full list of features available in release 27, visit Bob Bringhurst’s Help Site, What’s New in this Release.
Pinterest Added to Social Sharing
Socially sharing images has become mainstream, and DPS apps lend themselves to this medium since they are often well designed with striking visuals. In addition to existing social sharing functionality, you can now allow readers to share the image of an article page on their Pinterest boards. Their followers can be hooked in by great visuals and subsequently experience the interactive and informational content in your app, such as recipes, infographics, fashion, and home improvement techniques. The goal with this feature is to increase the reach of your content through your readers’ social networks. With this capability, corporate publishers can drive brand awareness and magazine and newspaper publishers can develop new readership. Available for iPad and iPhone.
The following visuals illustrate the flow of the Pinterest reading experience in DPS.
- A reader shares the image of an article page from the app and posts it on her Pinterest page.
- Her follower clicks on the Pinterest image.
- Once the image is open, she clicks on “Visit Website.”
- After clicking, readers can experience interactive article content on device or in the Web Viewer.
- Read the updated article on the DPS DevNet: Integrated Social Sharing with Digital Publishing Suite
- Watch Colin Fleming’s video of Pinterest social sharing on Adobe TV.
Device GPS Integration
Mobile readers are exactly that: mobile. Your consumers are reading content on the bus, at home, and at work, in different geographies and locations. You may need to deliver different types of content to people based on location. GPS integration allows you to deliver targeted content through integration with GPS location data from the device. Available for iPad and iPhone.
Consider the following use cases:
- Promotional Entitlement Banner Enterprise customers can place a geo-specific promotional banner in the custom store or library. For example, if you’re sponsoring an event in Los Angeles, you can promote a free folio to each attendee in LA by showing a targeted banner. When users click on the banner, they can enter login credentials and be entitled to the folio. This allows you to connect with the audience and capture data from attendees. Once attendees download the folio, they remain entitled to it after they leave Los Angeles. The geolocation does not change the content that they are entitled to, but only changes the banner that they see in the custom store or library.
- Region-specific folios If you have a sales enablement app, you may want to entitle sales team members to region-specific content, such as lists of pricing, regional distributors, and retail locations. For example, your U.S. sales team will see a different set of folios in their library from the Latin America sales team. As in the use case above, if a rep downloads a folio from the U.S. and then travels to Latin America, the folios downloaded in the U.S. will still be available on her device. Requires custom store or library.
- Region specific article or ad The first two use cases cover GPS integration with the custom store or library. In this use case, you can change content within the article based on geography. For example, you may have an article on farmers markets, and want to provide HTML content on local markets. In the case of an advertisement, GPS integration allows you feature local vendors to help drive regional sales. In the image below, the advertiser is a European railroad company that has different travel agents in each U.S. city.
- Read the DPS DevNet Article: Getting Started with the Geolocation API
- Watch Colin Fleming’s video on GPS Device Integration.
Free Article Preview with Metered Content
In our last release, we enabled Free Article Preview, allowing publishers to pique reader interest by providing selected free articles in a folio, and offering upsell or subscription prompts once consumers click on a protected article. Previously, articles were either designated as “free” or “protected” in the Folio Producer Service. As promised in Colin Fleming’s Release 26 video on Free Article Preview, you can now set up an additional content type — “metered” — and define a certain number of articles available for free to engage readers before encouraging them to purchase premium content. Once readers encounter the paywall, convert them into buyers with subscription and upsell prompts.
The following images show samples of metered content and upsell prompts.
- Read the updated article on Adobe DPS DevNet: Free Article Preview
In release 27, production staff can also streamline the production process and improve collaboration with new Copy Folio functionality. With this feature, you can copy an entire folio to your account using one-click access from the Folio Producer Service, eliminating the need to copy and rebuild a folio article-by-article. Production staff can insert content, including editorial and advertising, from content contributors and agencies more easily with this streamlined Copy Folio workflow. In addition, you can automate folio copying with access to the Copy Folio API. Watch the Copy Folio video from Colin Fleming on Adobe TV.
Vjoon, a leading maker of cross-media publishing platforms and a global Adobe Digital Publishing Suite (DPS) reseller, announced on July 26th that vjoon K4 now supports the new interface to Adobe DPS Folio Producer services. This constitutes an unprecedented level of integration that boosts efficiency by enabling tablet publishers to upload their Folio files after planning, managing and organizing digital content in vjoon K4. This allows publishers to fully exploit the Adobe Folio Producer’s extensive feature set and eliminates the need for using Adobe Content Bundler, along with all its limitations.
“The new interface to the Folio Producer is a tremendous asset for customers because it integrates publishing systems such as vjoon K4 with the Adobe Digital Publishing Suite far more efficiently than anything that came before,” said Zeke Koch, Senior Director of Product Management for Digital Publishing at Adobe. “With recently released groundbreaking new features and automated functions, publishers now have access to one of the most innovative and efficient tablet publishing workflows on the market today.”
“vjoon customers such as Condé Nast, Credit Suisse, National Geographic and Red Bull are among the first and most successful users of the Adobe Digital Publishing Suite worldwide,” says Andreas Schrader, CEO of vjoon. “In a joint effort with Adobe, we have now developed the tools our customers need to continue optimizing their publishing workflows, thereby freeing up time and resources that they can devote to creating premium-quality print and digital publications.”
From day one, vjoon played a big part in developing this interface, so it benefited from the valuable experience gained with vjoon K4 customers’ many successful tablet publications. As a result, customers can now make full use of Adobe Folio Producer’s functionality. For example, push notifications, which let users determine when subscribers are alerted to a new edition, can now be used for integrated publications. Publishers can also pinpoint through vjoon K4 precisely which content of the published edition readers can share with friends and business partners via Web Viewer.
vjoon K4’s extended set of automated functions are a boon to the tablet publishing workflow. vjoon K4 uploads all content to Adobe Folio Producer, directly and automatically at the touch of a button. Automated functions also enable agencies to deliver individual ads in the required format, allowing the publisher to integrate them with their content and then upload them along with the layout for the entire magazine.
As the company recently announced, the new version of vjoon K4 also supports Adobe Creative Suite® 6. This release is available now and being tested by many integration partners.
For further information please see www.vjoon.com.
A fixture on the publishing market since 1990, vjoon is a leading developer of workflow solutions based on Adobe® Creative Suite®. vjoon rapidly integrates all Adobe innovations into its solutions and consistently develops its products to meet market needs. vjoon’s flagship product vjoon K4™ is one of the most innovative cross-media publishing platforms available in the market and lets you deliver your valuable content to any output channel – print, online, mobile, tablet. Based on the time- and cost-saving Unified Publishing Process vjoon K4 provides the tools that allow your team to publish anywhere, smoothly and efficiently – whether you produce magazines, newspapers, sales materials, annual reports or books. Renowned customers worldwide and in configurations from 10 to more than 1,200 concurrent users benefit from this sophisticated solution. Headquartered in greater Hamburg, Germany, vjoon partners with a global network of more than 30 qualified integrators to deliver premium system integration and support services to its customers.
In four years, your laptop could be as outdated as that bulky 8-track player gathering dust in your basement.
Well, notebook computers may not become extinct by 2016, but they are expected to fall short – very short – of tablet PC sales before the end of the decade, according to a forecast report from NPD DisplaySearch.
Laptop shipments are expected to hit 393 million units by 2017, while NPD expects exponential tablet progress, 121 million shipments this year to 416 million by 2017.
Tablet growth will get a push from growing popularity in what NPD called mature markets – North America, Japan, and Western Europe, which will account for 66 percent of shipments this year, and remain in the 60 percent range through 2017.
NPD DisplaySearch senior analyst Richard Shim said that while the lines between tablet and notebook PCs are blurring, consumer preference for mobile computing devices is shifting in the direction of slimmer, sleeker tablets.
“Tablet PCs are expected to evolve in form factor and performance,” the report said, “making them a compelling alternative to notebook PCs.”
As tablet technology advances, so will the machines’ features, bringing instant-on capabilities, long battery life, and extreme portability, along with multi-core processors, stable operating systems, growing app libraries, and high-resolution displays, DisplaySearch said.
Still, laptops are expected to remain a large segment of the mobile PC market, accounting for almost 50 percent of the market by 2017.
Overall mobile PC shipments, including notebooks, mini notebooks and tablets, are expected to grow from 347 million units this year, to more than 809 million by 2017, NPD reported.
The data is in line with a similar DisplaySearch report from May.
In February, Apple chief Tim Cook reiterated that tablets will one day outsell PCs. That same month, IDC reported that the smartphone market eclipsed the PC market in terms of sales during the previous quarter for the first time.
WoodWing evangelist Victor Cardoso wrote this article:
“Publishing to the iPad and other tablet devices has been a welcome boon to the publishing industry. It’s established that customers are willing to pay for quality content in a portable, electronic form. And yet, the iPad — which has been the most successful tablet device — represents only 67 million devices worldwide. The iPhone, introduced earlier and available at a lower price point with carrier subsidies, has almost three times as many users with a 175 million device footprint.
The good news is that WoodWing’s Digital Publishing Tools, in conjunction with Adobe DPS, offers quick and easy creation of iPhone content with the option of creating universal apps — those that work on both iPhone and iPad.
As an example of how lucrative iPhone publishing can be, I offer up a business case of a particular WoodWing customer: Mainichi Newspapers, publishers of the popular TAP-i daily newspaper in Japan. With their iPad edition, TAP-i received a respectable 70,000 daily readers. But — hold on to your hats — with the recent inclusion of an iPhone edition, TAP-i readership swelled to over 200,000 readers daily. That’s not to say that every iPhone edition will receive similar success, but it certainly goes to show the potential inherent in the smartphone form factor.
For information on how to get started with an iPhone edition in your WoodWing Enterprise installation, check out our recent webinar,Adding iPhones to Your Digital Publishing Strategy, available on our YouTube channel.”
source: Victor Cardoso from WoodWing
Hello DPS users \ fans, here is a good document from ADOBE which explains what exactly can be monitored through DPS analytics using either the DPS PRO, ENTERPRISE of with a full SiteCatalyst account. Take for good that most of the “juicy” counters are not available to DPS PRO subscribers.
For example, what good is it to know if a page has been viewed when you could know how much TIME has been spent on it? How often has happened to us to flip carelessly through the pages of a Digital Magazine without actually “seeing” the content? Would we really care to monitor that kind of action?
Anyhow some counters are really handy, for example the fact that you can track ads and videos opened in them. There would be a lot to be explained for many metrics but most of them speak for themselves.
Baseline analytics are included in both the Professional and Enterprise editions of Digital Publishing Suite. Publishers with an Adobe SiteCatalyst subscription can access digital publishing data directly in SiteCatalyst for advanced analysis, leveraging the full suite of SiteCatalyst report categories. Also, Baseline provides pre-defined reports, while SiteCatalyst data views are configurable.
Here are the available metrics:
|Application Installs / App First Time Launch||✓||✓|
|App Startups / launches||✓||✓|
|Time Spent per Visit||✓|
|Issue Buy and downloads|
|Issue Purchase Starts||✓||✓|
|Issue Download Starts||✓|
|Issue Download Recoverable Errors||✓|
|Issue Download Failed||✓||✓|
|Issue Download Pathing||✓|
|Issue Download Cancelled||✓||✓|
|Issue Download Error Type||✓|
|Publications & Issues|
|Issue Fulfillment ID||✓|
|Articles and Content|
|Custom HTML tracking||✓|