iPad Adoption Strategies for Enterprise Apps and Digital Publishing
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iPad Adoption Strategies for Enterprise Apps and Digital Publishing
- 1. iPad Adoption for the Enterprise Determining your Digital Publishing Strategy
- 2. Tablet and App Landscape Sustainable options Quark solutionsRequirements Opportunities for enterprise apps General and enterprise specific For creating, deployin g, and maintaining enterprise apps How Quark can help you get there Agenda
- 4. 0 100 200 300 400 2010 2011 2012 2013 2014 2015 SalesinMillions Rest of the World Asia (Excluding Japan) Western Europe United States Source: Morgan Stanley
- 5. 0% 25% 50% 75% 100% 2011 2012 2013 2014 2015 2016 2017 SalesinMillions Notebook PC Tablet PC Source: NPD DisplaySearch Quarterly Mobile PC Shipment and Forecast Report
- 6. 52.5 million tablets shipped in Q4 2012, increase of 75.3%* In 2013 smartphones/tablets will pass PC installed base 29% of USA adults now own tablet / eReader 1.1 billion smartphone subscribers iPad growth 3x iPhone initial growth and Android phone adoption is even faster – 6x iPhone Windows will ramp in 2014, gain almost a 30% share of tablets by 2016 *IDC Worldwide Quarterly Tablet Tracker, Jan 2013 KPCB 2012 Internet Trends Forrester Report: Windows: The next Five Years
- 7. Android Apple Wintel 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1996 1998 2000 2002 2004 2006 2008 2010 2012 MarketShareofPersonal ComputingPlatformsbyOperating Systems(%) 2012 Wintel – 35% 1998 - 2005 Wintel – 96% Source: Asymco.com (as of 2011), Public Filings, Morgan Stanley Research, Gartner for 2012E data. 2012E data as of Q3:12.
- 8. 73 119.8 188.9 287.9 0 50 100 150 200 250 300 350 2013 2014 2015 2016 (Billions) App Downloads Gartner, InfoWorld, September 2011
- 12. Forrester‟s Six Key Business Technology Themes For 2013 March 2013 “Six Business Technology Trends That Will Propel Your Firm In 2013”
- 14. Sales people in the field Retail Environment Anybody that needs real access to apps while on their feet Warehouse managers, retail floor staff, medical staff,…
- 15. Customer Magazines Research Reports Annual Reports Product Documentation Product Tours Thought Leadership Product Catalogs Sales presentations Management Reporting Sales Support Technical Documentation Service Manuals Digital Customer Engagement Mobile Enablement of People and Processes
- 16. 1. Business goals 2. Key requirements 3. Best implementation option
- 17. What do I need to accomplish? • Direct Revenue • Indirect Revenue • Customer Loyalty • Market Share / Defensive • Experimental New Media • Internal Information Sharing • Workforce Mobility • “Trophy or Vanity Apps”
- 18. Do I need a branded app? Is my content ready for smartphone and tablet devices? Are design control and a compelling user experience top priorities? Will my app and content be free or paid? What resources do I have and what is my budget? What are the prevalent devices in user by my customers/employees Yes No
- 19. Generation US online adults Mobile phone app users Tablet app users Gen Z (18 to 22) 8% 13% 13% Gen Y (23 to 31) 19% 30% 29% Gen X (32 to 45) 27% 33% 39% Younger Boomers (46 to 55) 18% 13% 11% Older Boomers (56 to 66) 17% 8% 6% Golden Generation (67+) 10% 3% 2% Gender Male 48% 54% 62% Female 52% 46% 38% Income Average household income $76,900 $89,000 $109,400 Source: Mobile Apps for Marketing, Sep 2012, Forrester Research Inc.
- 20. Do I require security? Are their any regulatory compliance requirements my app content has to meet? Do I need to integrate my app with other internal or external IT systems Do I need to push content to devices quickly? Does my mobile content need to be consistent with other sources of information? Do I need to provide an internal app and if so how do I deploy it? Can I do this in a way that is sustainable long-term? Yes No
- 23. Apple‟s iOS Developer Enterprise Program About the program: For in-house iOS apps “that you can distribute to employees or members of your organization.” $299/year Details on apple.com Secure access through: Wireless, or “over-the-air” distribution: Secure URL accessible through your intranet Add your own authentication mechanism Can install and update anywhere Ad hoc distribution – manual installation
- 26. Standard format Portable Easy to create A static, monolithic document Limited interactivity Cannot adapt to context – one size fits all Complex to sell Updates problematic No Analytics
- 27. Standard format Works on all platforms Real, selectable, searchable text Accessible Small file size Latest technology Easy to update Analytics Good interactivity (some restrictions) Layout/design limitations User experience is browser-like Selling difficult
- 28. Standard format Works on all platforms Not difficult to create Selling easy Good for text heavy books Very(!) limited in layout/design Experience can differ Not easy to update No Analytics
- 29. Not difficult to create Layout stays as designed Selling easy Good interactivity Apple proprietary (iPad only!) Import of standard formats difficult Not easy to update No Analytics
- 30. Layout stays as designed High-end interactivity Tablet-like user experience Marketing easier Analytics Selling easy Easy to update „Home Screen‟ branding Platform-specific Difficult to create
- 32. Developed internally or externally Meet more comprehensive, sophisticated requirements Knowledge of your existing system Flexibility Feature richness Internal integration Security, control Require highly skilled developers IT support Multiple work for multiple apps Slow to deploy Costly to maintain
- 33. From vendors in page layout, design, and corporate publishing Closing gap with custom-developed solutions Out of the box functionality Get started fast Can utilize existing resources Much more affordable than custom app development solutions Lower cost to maintain Can be deployed internally and externally Secure Options for automation New breed of solutions can increasingly also meet custom app feature requirements
- 34. Native (iOS, Android etc) Web (HTML5, CSS, JavaScript) Desktop Publishing Tools Technology Complexity Reuse / Resource Availability
- 35. Combining the best of both worlds, content is HMTL5, wrapper is a native app User gets an „app experience‟ Layout stays as designed with high-end interactivity Sell via app stores Wrapper (the app) is platform specific BUT you don‟t need to develop it
- 38. PDFs, iBooks, eBooks Custom apps Digital publishing software Do it myself without coding Yes No Yes Create my own branded app No Yes Yes Control the design Yes No Yes Create a unique experience No Yes Yes Design once for multiple devices, resolutions, orientations No No Yes Affordable Yes No Varies No long-term commitment Yes No Varies Option to sell app, content Yes Yes Yes Secure No Yes Varies Automation No No Varies Can use for internal apps No Yes Yes Option for highly customized app functionality No Yes Yes
- 40. Pew Research Center, September 2012 34 38 30% 41 38 23%23 24 17% 20 12% 0 5 10 15 20 25 30 35 40 45 2002 2006 2012 Read a book in print Read a print newspaper Read a print magazine Wrote or received a personal letter
- 41. Print
- 42. Print Web
- 43. Print Web Mobile
- 47. Number of Apps 3 1 App Platforms (iOS, Android, Windows 8) 2 1 Channels (Print, Web, Mobile, Email) 3 2 Publications / Reports 1 1 Languages 17 1 Frequency (Daily, weekly, monthly, real-time) 12 12 Annual Total 1,632 24
- 48. LOW VOLUME HIGH VOLUME HAND CRAFTED AUTOMATED Sustainable Solutions $$$ Inefficient $$$ Inefficient Desktop Digital Publishing Software Enterprise Digital Publishing Solutions
- 49. Similar level of development for each app Copy/paste creates redundancy Lack of compliance control Manual review and approval workflows Mass-produced – not individualized Doesn‟t scale
- 50. Streamline & Automate Authoring Collaboration Workflow Multichannel publishing Publishing automation requires smart content Solution = Dynamic Publishing!
- 51. What is smart content? Knowledge-captured, media-independent content components Can be assembled for different publications and audiences Why is it important? Foundation for automation Enables: Content reuse, repurposing of information Use of metadata, discoverability Personalization
- 52. Protected Legal Text Database Data Graphics and Multimedia (slide show or video for digital) Reuse Design “Chrome” and Formatting (from Template) Personalization Controlled Branding
- 53. Quark Publishing Platform Workflow Services Collaboration Services Automation Services Publishing Services QuarkXPress Enterprise Edition Quark XML Author Adobe Creative Suite Microsoft Office Web Client Web CMS Web site E-mail CMS Flash PDF QuarkXPress Databases Digital RSS Digital Design Templates
- 54. Quark XML Author External Systems QuarkXPress 9 InDesign Quark Publishing Platform App Studio App Content Hosting Service Enterprise App Store Ad Hoc Distribution Branded Apps
- 55. 6 Months Fully automated dynamic publishing solution Solutions: - Dynamic publishing solution - Digital publishing software - Flipbook style - Custom development Pros: - Brings efficiencies to print, web and other channels - Future proof your publishing/communication - Cost savings and greater organizational effectiveness through a) Simplification b) Consistent business models across the enterprise - Faster time to market Cons: - Cross functional considerations, change management and planning associated with such a project - Large initial investment 3 Months Handcrafted Solutions: - Digital publishing software - Flipbook style Custom development Pros: - Create an app fast - Complete design control Cons: - Not sustainable 3 Weeks Handcrafted Solutions: - Digital publishing software - PDFs Pros: - Create an app fast - Complete design control Cons: - Not sustainable
- 57. Products • Structured Authoring • Cross-Media Design • Brand Management • Publishing automation • Digital publishing • Founded 1981 • Denver headquarters • 30-year leadership • Global Footprint • Track record delivering enterprise solutions 2012-2013
- 58. Publishing Magazines, Newspapers, B ooks, Printers Research reports, Customer communications Financial Government Intelligence, Legislation, Regulation ManufacturingTechnical documentation, marketing materials
- 64. LOW VOLUME HIGH VOLUME HAND CRAFTED AUTOMATED Quark Digital Publishing Solutions $$$ Inefficient $$$ Inefficient Desktop Software Enterprise Solutions QuarkXPress, InDesign or HTML5 with App Studio Quark Enterprise Solutions
- 68. Thank You
Hinweis der Redaktion
- Hello and welcome to today’s eSeminar, iPad Adoption for the Enterprise. My name is Gavin Drake and we’re going to look today at how to determine a sustainable digital publishing strategy for your business. It’s great to see such significant interest in this eSeminar, which really speaks volumes to the interests in reaching customers, employees and partners on the iPad and other digital devices.
- Hardware is only as good as the software it runs so the purpose of this eSeminar is going to be to focus on enterprise app creation, which is really what’s at the heart of the iPad and the enterprise. What we’ll cover today doesn’t just apply to the iPad, it applies broadly to digital publishing.We’ll start by looking briefly at the changes we’re seeing in the market that’s driving this interest in the iPad within large organizations and we’ll take a look at some examples of the types of apps that would be applicable for enterprises. Then we’ll cover both requirements that you’ll need to consider when thinking about creating enterprise apps, what the options are for creating them– and given that many organizations feel the pressure to get something done quickly we’ll cover both the quick approach and the sustainable long term approach. Finally you’ll get a short view of the types of solutions that Quark has available for enterprise app creation and digital publishing.
- So we’re seeing huge tablet growth and according to the KPCB 2012 Internet Trends report, not only will tablet sales pass notebook PC sales in 2013, the actual global installed base of smartphones and tablets combined will pass the PC installed base20% of US adults now own a tablet or eReaderThere are more than a billion smartphone subscribersAnd when you look at smartphone growth, we all know how fast the iPone grew, the iPad grew at 3x the iPhone initial growth for the same period and Android phone adoption is growing even faster at 6x the iPhoneAnd in case you thought it was all iOS and Android, Windows is expected to start to take a significant share of tablets tooOf course that would be quite a comeback for Microsoft
- Just another slide that I really like to remind us all how things can change and how quickly that change can occurIn just 3 years from a market dominated by Wintel to one that is dominated by Android and iOS, Two platforms that have 45% combined market share
- So what’s driving the growth in tablets and smartphones?One of the primary answers, certainly that made everyone want any iPhone in the early days is content and specifically appsWhile many predicted the rapid decline of the app, according to these Gartner figures, they expect 73 billion app downloads this year growing to 287 billion in 2016.
- When I think about about apps from the perspective of businesses I look at two different types of use of mobile and this chart by Forrester highlights it very clearlyThese are the six business technology trends that Forrrester believe will propel your firm in 2013I’ve circled two of these that describe very well the opportunities for businesses when it comes to the iPad and tablets and apps in general
- So to describe these two use cases even more simply, I’m going to break it down into two core groupsThe first is the one that the general public is most familiar with, which is external audiences such as customers, prospects and investors who likely access apps through public app storesThis is enterprises looking at external communication and digital customer engagement
- Then we have the mobile enablement of people and processes i.e. apps for employees. These are apps that are far less seen unless you happen to work for a company that has themFor sales people in the field to be able to access up-to-date product information, presentations and sales resources as well as to even present directly to the customer using a tabletIn a retail environment to enable retail staff to access product information and the latest special offers, campaigns and promotions that they need to know about when interacting with customersAnd in fact anyone who needs real access to apps and information while on their feet – or not working primarily in front of a computer so for example in manufacturing companies and organizations with engineers out in the fieldIn Apple’s Q2 2012 earnings call, Tim Cook, Apple CEO, said the iPad was enjoying “rapid adoption” and the number of iPad tablets was than tripling among Fortune 500 companies. Cook went on to say that 94 percent of the Fortune 500 and 75 percent of the Global 500 testing or deploying iPads.I was intrigued to discover that Forbes even maintain a blog site that tracks all of the large scale deployments of iPads the point being that a lot of companies are investing in tablet and smartphone devices for employees.http://ipadpilots.k12cloudlearning.com
- Here are some more concrete examples of some of these enterprise app types
- Embarking on a corporate app strategy begins with three steps:Identifying your business goals, or what you need to accomplish with your app or apps. It goes without saying to make sure you build in up front what success looks like. The car manufacturer example that Julie gave is a great one, where they build the ability to request a test drive, right inside the app. That way the manufacturer can measure directly the success from the app as a driver of test drives and ultimately sales.Determining your key requirements – Think about Must haves and nice to haves. If this is your first iPad app, don’t try to boil the ocean. I know in the social media arena we look at conducting small scale experimental projects, judge the success and then invest further. The same applies here. So if you have the choice between doing a one-off app versus a weekly or monthly digital publication for example, start with the one-off so you’re not over-committing yourself on technology choices.Identifying the best option for achieving these goals but also with an eye to the future in terms of what might be a sustainable digital strategy – everything can’t be a one-off
- 1. Direct RevenueClassic consumer publishing motive where they want to sweat the assets as much as possible. The consumer already has the expectation of paying for this content because of the nature of the content and/or the brand behind it. Tablets also have an advantage here over the Web, because consumers have a broad expectation of paying for content on a tablet device. This is where publishers are ahead of the music industry at the same point in the digital music life cycle in that they are able to make money from this media from day one.2. Indirect Revenue (could include ad revenue)This could include free, ad-funded content. A great example is Metro Newspaper in the UK. Metro is a free circulation, ad-funded publication. When they launched in October they sold out their tablet advertising through to April the following year! That’s advertising driven but it’s not the only indirect revenue approach. Data acquisition is another one. The British Medical Journal developed a suite of tablet applications that they have used to seed email list acquisition, particularly with young people going into the medical profession. They have created a free app for diagnosis that the users have to register for. BMJ now acquire more emails from this app strategy than everything else they do put together. This isn’t a new strategy, publishers and marketing teams have done this for years but it’s certainly more cost effective to execute when it doesn’t involve shipping out print publications.Some people also use digital to drive revenue from related products through bundling. If you are a member of this association or you subscribe to the print publication, you get access to the digital edition(s) for free. Mo direct revenue might be derived from the digital edition but it’s adding value to a bundled purchase3. Customer LoyaltyWe see the use of content apps by marketing departments as a growth area. However one of the biggest challenges when using apps early in the customer life cycle is awareness. For this reason we would advocate using apps later in the customer lifecycle once brand awareness and affinity have been achieved, so the customer will proactively download an app — and marketers can then enhance the brand experience or boost loyalty. Examples might include a customer magazine or thought leadership appEmerson, who are a huge global brand, use App Studio to produce an app called the Emerson Gateway which tackles issues such as Innovation, Collaboration and Thought Leadership to re-enforce these values with their clients.4. Market share / defensiveThe fear factor that your key competitor will take market share from you because they have released a great app. This is particularly prevalent in advertising driven industries like newspaper publishing where market share and addressable advertising market is a rollup of your circulation across all channels. Any perception (real or otherwise) that your competitor has more and growing market share can shift advertising from you to them. I mentioned earlier that there are some scenarios where PDF would be an appropriate app strategy. A defensive play where you purely want to get something to market quick so you can say you have one too, might be when PDF-based apps are considered but ultimately the most successful apps are not PDF-based.5. Experimental New MediaThe best advice I ever received on Social Media was to experiment. Don’t bet big budgets on social media channels or strategy, run some small scale experiments and see what happens. Many organisations have this as an approach for any new media or channels that come out. They give it a go, learn, refine and then decide how much to invest moving forward.6. Increased Information SharingIf you invest in a good mobile app for your business, you can decide what information you can share with your potential clients. Useful links to product information, videos and service options placed skillfully within the app can provide information from your Website in easier ways for clients to use. You can also attract attention by announcing new deals, innovations or any such information via your mobile app and directly connected unique Twitter feeds for specific departments. This way, you can ensure the information has a greater opportunity to be seen by your customers.7. Workforce MobilityThere is a huge investment in this area and a lot of different examples including equipping field and retail sales teams with access to the latest presentations, product information and promotions, field service engineers maintaining complex industrial equipment needing access to the latest service manuals, management getting real-time access to management reports and key performance indicators. These apps often have a huge cost saving component too as updating large volumes of printed service manuals for example is a significant business cost.8. Trophy or vanity appsThe CEO has a nice shiny new iPad and they want to see their brand on that iPad. No particular business case, but given the motivation it means budgets are made available and managers will be looked on favourably if they succeed. This is a more common driver than you might think.
- I’ve split the requirements up into a couple of categories. This first set are general requirements that you’ll need to consider whether you’re a small company or a large global enterprise.
- If you’re talking about enterprise iPad apps and especially internally deployed apps for employees, you have a second set of requirements to consider.Internal app deployment - Pretty much irrespective of the type of app you create and the route you go down for creating it, you’re going to have to become an Apple iOS developer.
- Apple currently has 2 different iOS developer programs which are going to be of interest for enterprise apps.The standard iOS Developer Program for a Company is what you’ll need if you want your app to appear in the Apple App Store. This costs $99 per year. You’ll get access to the online developer portal and the development tools. Even if you’re using a solution such as the ones from Quark that don’t require you to code your app, you’ll still need this account in order to submit your app to the store, setup payment methods if you’re charging for your app etc.If you’re developing apps that you don’t want to be in the public App Store and need to distribute them internally or to a controlled list of customers, then you will need the iOS Developer Enterprise Program, which is $299 per year. It’s important to note that the enterprise program and the standard developer programs are mutually exclusive. So if you want to distribute in the Apple App Store and have internal apps you will need to be a member of both programs.
- This is the page from Apple’s Web site that you can see outlines the high-level features of the iOS Developer Enterprise Program, the big differences being distribution of in-house apps and code-level support, which hopefully depending on the solution you choose you won’t actually need.
- Now one word of caution here is that Apple doesn’t provide you with your own internal app store. You have to build that. There are a couple of ways you can distribute your secure apps internally:1. Through “wireless” or “over-the-air” distribution. This means providing users with a secure URL, or posting links to your internal app store on your intranet, where they can access your apps. Because this method uses a regular Web page, you can add your own authentication mechanism so that only authorized employees are allowed to access your apps.2. An alternative approach is to manually install apps on each iPad one by one. This approach requires physical access to the iPad and is called “ad hoc distribution.” – Probably not something you want to do if you have a large pool of people to provide the app to.
- PDF is probably the best understood and the most misused of these format options. When you think back to what we just looked at in terms of fragmentation, it’s understandable why PDF might be seen as the easy option. It’s a standard format, easy to create and very portable. However it’s also a very limiting format when it comes to the type of user experience that people expect on smartphones and tablets. Zooming in and out of pages, panning to the next article, limited interactivity, no easy way to sell it and no real analytics make it a problematic format for digital publishing. That’s not to say there aren’t some use cases where it’s appropriate and we’ll cover a couple of examples where the business motivation might make it a reasonable option.
- HTML5 has the advantage of being an industry standard so you’re not locked into a proprietary file format, it works across platforms, easy to update, analytics have long been a part of Web technology and if you know anything about HTML5 you should know that it has some great native interactivity for example built-in video support so you don’t need browser plugins any longer for video playback. However HTML5 does have some limited in terms of being able to product pixel perfect layouts, the user experience is browser-like and there aren’t stores readily available that you sell your content in.
- ePub is also an industry standard format with ePub 3 being based closely on HTML5. It also works across platforms and is easy to create. There are however a couple of different flavours when it comes to ePub. There is the reflowable format that you see in eBooks where you have text and images all in a sequential format. There’s also a fixed layout ePub format. The challenges overall with ePub are that the representation of your content can look very different on different devices, and when you think about reflowable content, the user actually controls fonts and font sizes so you don’t even get to control line and page breaks. The other challenges are that you’re within someone else’s ready usually such as the Sony eReader, there’s no analytics and it’s not easy to update. So for text heavy books it’s great but not if you want rich layout and rich interactivity.
- iBook is an Apple format consumed within their iBooks app. Its easy to create in the iBooks Author software, it supports rich layouts and interactivity but if has many of the disadvantages of ePub plus you can only create it using iBook Author and it’s only on the iPad so it doesn’t do a lot to help you with the fragmentation challenge.
- Now we move onto native apps. Depending on how you create them, you can have your pixel perfect layouts, fantastic interactivity, the tablet like experience and marketing apps tends to be easier because you can link to them in the app stores, you get your own branding control, there are defined market places to sell them through, they’re easy to update and you can have analytics built in. So all upside so far BUT native apps as the name suggests are platform specific. So if you’re creating a native app bear in mind that when you want to go to another mobile platform operating system it’s likely going to be at least a 50% redo effort to get you there. They’re far more difficult to create and maintain and require specialist development skills. Advantages:Knowledge of your existing systemFlexibilityFeature richnessInternal integrationSecurity, controlDisadvantages:Require highly skilled developersIT supportMultiple work for multiple appsSlow to deployCostly to maintain
- Now we move onto native apps. Depending on how you create them, you can have your pixel perfect layouts, fantastic interactivity, the tablet like experience and marketing apps tends to be easier because you can link to them in the app stores, you get your own branding control, there are defined market places to sell them through, they’re easy to update and you can have analytics built in. So all upside so far BUT native apps as the name suggests are platform specific. So if you’re creating a native app bear in mind that when you want to go to another mobile platform operating system it’s likely going to be at least a 50% redo effort to get you there. They’re far more difficult to create and maintain and require specialist development skills. Advantages:Knowledge of your existing systemFlexibilityFeature richnessInternal integrationSecurity, controlDisadvantages:Require highly skilled developersIT supportMultiple work for multiple appsSlow to deployCostly to maintain
- At the other end of the spectrum are custom-developed solutions that can be developed externally or by hiring internal development resources. These are often the primary option for meeting more sophisticated requirements, such as creating custom functionality like integration with banking systems, secure apps, and providing unique experiences through interactivity and user engagement, and the ability to deliver information to internal users. The primary drawbacks of custom-developed solutions are that they require highly skilled developers and ongoing IT support, and they’re both slow to deploy and more costly to maintain. Typically you should be thinking in terms of an additional 50% development cost for each additional platform that you create apps for. In addition, your in-house publishing and IT teams likely do not have the expertise to create and deliver personalized content to the iPad and may require consultation from specialists.
- To help corporate users meet their iPad publishing goals without the expense of building custom in-house solutions, vendors that have strong backgrounds in page-layout, design, and corporate publishing solutions offer digital publishing software. Even during the short time since such digital publishing solutions have become available, they are fast closing the gap in functionality between them and custom developed apps. Looking at these options helps meet more sophisticated requirements than possible with flipbook-style solutions, can reduce the costs of custom-developed solutions while meeting many of your more advanced requirements, and allows you to maintain control over the content with existing in-house resources.
- Just a note here on cost effective content production. If any of you have tried to hire native app developers you’ll know that they are in short supply – good ones at least. That’s not surprising given the complexity of the technology. At the other end of the spectrum you have desktop publishing tools with low complexity and high availability of resources and they likely already exist within your organisation. Sitting somewhere between these two extremes are Web developers with HTML5, CSS and Javascript skills. So having a solution that can utilise the more widely available resources but still allows for feature development that might not be “out of the box”, would be a good thing for a cost-effective solution.
- So what if you could get all the benefits of a Native App and HTML5 without the downsides? Wouldn’t that be great?That’s what a hybrid app is and essentially how I would describe App Studio apps. You get all the benefits of a Native app and a native user experience but with the benefits of the content being in HTML5Part of the “Magic Sauce” of App Studio is the work the development team did to get you pixel perfect representations of your layout in HTML5The end consumer of the app has no idea that it’s utilising HTML5 for the content because it comes across as an app-like user experience but they do see all of the benefits of smaller download sizes, real, selectable, searchable text and richer interactivity.Now the downside that’s still there is the native app wrapper that is still platform specific but the good news is we take care of that so you can focus on the content.
- So let’s take a look at the landscape for digital publishing and what are probably the two most important measurement sticks for digital. What level of user experience do I want and how much resource (people and money) can I afford to invest. Without doubt the quickest route to digital publishing is repurposing PDFs and you can see why this might be attractive given the device fragmentation. A step above this would be to overlay some interactivity on those PDFs. In both cases while it’s low effort, the user experience is very basic and digital devices owners expect more. The first generation digital publishing solutions provided a much richer user experience for a little more effort. Of course if you want the ultimate user experience you build a custom app but this is high effort and expensive. I should note that custom app doesn’t necessarily mean a great user experience but I’m going to assume here that this is what you would be looking for. Then lastly we have 2nd generation HTML5-based solutions like App Studio, that are starting to push the boundaries of user experience without the high cost and complexity associated with custom apps.
- To help understand a little better from a technology perspective why what we call second generation HTML5-based apps out-perform first generation overlay apps you need to look at the technology. First generation digital publishing solutions use a large portion of native app functionality combined with images of rasterized text and overlaid interactivity, much like an interactive PDF. The result is large file sizes, limited interactivity, and a lack of agility to reach emerging devices with a user experience that matches customer expectations. In contrast, the next generation HTML5-based apps take a hybrid approach that brings consumers engaging and familiar smartphone and tablet features but using HTML5.
- This chart provides a snapshot of some key considerations for iPad publishing and how the options we’ve discussed meets them.I should point out that not all solutions are equal. For example not all digital publishing solutions are going to provide all of the requirements that we’ve outlined here so this should provide a good checklist as you do your research.As a reminder, you’ll be able to get a copy of the presentation after the eSeminar.
- For me, one of the most important items on this list of enterprise requirements is sustainability which means efficient digital publishing for the long-term.
- I love this take from Pew Research on trends in the market where they ask people if they did one of these things ‘yesterday’. No surprises here really, in that we do less of all of the things that involve print than we did 12 years ago, 6 years ago and likely even since last year. That doesn’t mean people are reading less, it means they aren’t reading print.
- I haven’t put years and percentages on these slides but I just wanted to illustrate that the audience hasn’t gone away, people aren’t reading less or consuming less information but the audience is fragmenting. Let’s ignore tv and radio, both of which you could argue have been impacted less by the digital revolution, So once we had print and with it, we could reach our entire audience.
- Then the Web came alongand took a big chunk out of the print market. Companies responded by building Web sites and giving away content online but the effort to produce print content didn’t get any less, it just reached less people.
- Then there was mobileand specifically the mobile web followed by apps that ate into both print and non-mobile Web.
- And then eReaders and Tablets, smarphones and of course increasingly a number of other devices like Smart televisions and games consoles. The point is that the audience is still there. The pie is the same size, maybe it’s even bigger now reaching new demographics but if you still only communicate through print in most cases you’re now only communicating with a fraction of your original audience….but wait it’s worse that this because whereas for print we have well, just print, for tablets we have another layer of complexity to add on top…
- In case anyone here was under any illusion as to the challenge of publishing to mobile devices (and this is just tablets, not smartphones!)Different devices with different operating systems and different dimensionsEven worse, this isn’t a static list of devices. This image is already out of date!We are living in a world of fragmentation and You CANNOT afford to build for all of these. Even Google recently commented at an event that even with their resources they can’t afford to build native apps for every device so what chance do the rest of us have?
- And by the way it’s not just devices that are causing fragmentation, let’s break this down a little further. I’m going to just work with 3 of the most popular mobile operating systems but there are othersThere are different versions that you need to support – it isn’t good enough to only support the current oneAs we just saw there are multiple manufacturesEach with different devices that have different capabilities, screensizes and some of the manufacturers even support multiple OSsThen there are multiple app stores – there’s a page on Wikipedia that lists more than 30 Android app stores currently. Of course the Apple App Studio, Google Play and the Amazon Android App Store cover the majority of the market but it’s a complex and fragmented distribution channelThen of course there is a geographic overlay which includes language and things like taxation. Actually geography is the only one of these that also provides some opportunity as opposed to just pain. Unlike print, apps can get you into countries that you might never have been in before and international reach so that’s definitely something to bear in mind.It might seem like doom and gloom and an impossible challenge but don’t worry, help is at hand.
- The question of efficiency and the approach you take is going to be driven by the volume of digital publishing and publishing in general that you expect to do in your business. So how many apps are you looking at creating, how many platforms do you want to support, is the content only for your app or is it being used elsewhere in other communication channels for example your employee intranet, on your Web site in print. Is it just English or multiple languages, how frequently are you going to be updating the content in your apps?You can see there is a huge multiplier effect here that can make doing this efficiently a big deal and depending on the answers to these questions and your other requirements you’ll need to consider what’s going to be sustainable. Note also that it isn’t just about iPad publishing, it’s about all of your publishing to all of your channels and how you make this overall publishing process efficient.
- You can see from this diagram that there are optimal approaches to app creation and app publishing depending on the scale of your digital publishing. There are also some obvious approaches that don’t make sense and are not sustainable for example hand-crafting high volumes of digital publishing.So we’ve taken a look at the desktop software approaches and also spent some time on custom app development. So hopefully you have a sense for some of the ways you can get going more immediately in the low volume hand-crafted quadrant.But what if you are someone withLarge volumes of content to publishMultiple communication channels that you need to addressHigh frequency of content updatesMultiple languages evenWhat are your options because it’s clear you can’t do this manually.So let’s explore the top right quadrant and look at enterprise digital publishing solutions.
- There are definitely lots of places where hand-crafted apps make sense but there are also a number disadvantages too.
- Enterprise dynamic publishing is based on the use of smart, or structured content which from a technology file format perspective means XML.Smart content really means media-independent components of information. By authoring small information components not associated with a media or format, they can be assembled dynamically for different publications and audiences.This is important because format-free content is the foundation for automating your publishing process, which speeds up the delivery of information to more channels. It also enables reuse of those components of information and lets you repurpose them for different publications. Plus, you can associate metadata with each information component so that specific information is discoverable, or easier to find.
- For example, here you can see how different content components are used in different publications produced for different media types. Headlines are reused across data sheets and websites as well as iPad publications, as are legal descriptions, images, and in the case of web and digital output you can even reuse videos and multi-media assets.
- Here’s a look at what a dynamic publishing solution might include. You can see that it starts with content creation in this case using Quark XML Author to create smart content. Quark XML Author is a plug-in to Microsoft Word. So content creators can create structured content upfront without having to deal with the complexities of XML. We can also ingest content from other applications such as design tools. Quark Publishing Platform acts as the central hub for the workflows, content and publishing services. It also integrates with other organizational databases, enterprise content management systems etc. The smart content is merged with the design to drive output to all of the different publishing channels. This includes digital publishing to tablets and Smartphones.
- Here’s a simplified version that just shows you this in the context of a digital publishing workflow. Content can come from multiple sources, both highly structured and highly designed. The Structured content and design is managed by Quark Publishing Platform in this example and App Studio takes care of both the app creation and the delivery of the content to your branded app.
- Now I want to set some expectation as to which type of approach you might choose depending on your timescales. We’ll take a look at a 3 week, 3 month and 6 month approach. None of these are mutually exclusive. So if you have an urgent project now and all of the content is ready to go, then using digital publishing software such as App Studio to get you onto the iPad fast would be perfectly valid. If you have 3 months, the solutions are similar, perhaps with the addition of custom app creation but certainly allowing you more time to plan, design and deploy your app. However if you want to look at a dynamic publishing solution then you are likely looking at a longer deployment timeframe because it’s going to involve new workflows, processes, systems and cross departmental collaboration. That doesn’t preclude you getting started now with one of the other options. The important point here is that deciding to build your digital publishing strategy on a dynamic publishing solution will provide a sustainable long-term efficient approach that will benefit all aspects of your publishing, not just iPad apps, and sets you up for whatever the future might hold.
- Now let’s take a look at some specific digital publishing solutions that Quark offers for enterprise organizations.
- And we’re helping organizations in a wide range of industries create and deliver a sustainable digital publishing strategy.
- This is the type of app that relies on those more widely available resources that we mention i.e. creative professionals that use desktop publishing tools like QuarkXPress and InDesign to create content, add interactivity and publish.
- Of course not everyone either wants to or has a business that can support hand-crafting app content in QuarkXPress and InDesign. So you can also create apps from structured content like XML. This could be because of speed to market with information. In the financial services industry, getting to market with analyst opinons ahead of your competition by just a minute or two could have a multi-million dollar impact trading volumes through your platform. In the case of journal publishers like this one here, they already produce all of their content in XML. All they have to do is upload the XML to an FTP server and App Studio picks up the XML and automatically paginates their content into an app including adding interactivity. What’s great is when you look at the app it doesn’t feel like it’s been created automatically. It’s properly paginated with all of the bells and whistles.
- Of course you can also combine desktop publishing with structured data. In this example you can see Metro’s print version, then the PDF version they went to for their initial app and their current App Studio produced apps. They have a team that manually design pages in a page layout tool, they have HTML5 ads and there is automated content that is ingested into the app content at the time of publishing. For example their system automatically creates an HTML5 weather page that’s current at the time the app is published but can update dynamically when a user is online.
- Lastly there are the types of apps that you may or may not ever see publicly. This example is a Louis Vuitton app that is used internally at Louis Vuitton by employees and in retail environments. In this specific case they utilised the App Studio SDK to provide all of the App Studio features that they needed but then extended the app with Louis Vuitton specific features. It saved them having to re-invent all of the features we already support. They can continue to create all of the content in QuarkXPress and then they use multiple deployments of Quark Publishing Platform as a content distribution server to distribute content to everyone’s devices based on their user login credentials. It’s an entirely internally hosted environment that doesn’t go anywhere near a public app store.So I just wanted to give you a sense of what customers are already doing today from straight forward desktop publishing based design through to secure enterprise-scale internal app development and distribution.
- Quark’s philosophy is to enable users to use the tools they already know and so we have options for hand-crafting apps with QuarkXPress or InDesign using App Studio. However our digital publishing solutions scale up to the enterprise where we combine highly engaging interactivity with XML automation.
- If you want to find out more about dynamic publishing, there is a wealth of information onwww.quark.com to get you started. A couple of places to start are clicking on Solutions to go to our Enterprise Solutions page or visiting the Resource Center for white papers, eSeminars and more.
- It just leaves me to thank you for your time. Don’t be shy. If you need help or advice, while this is a very new area for most people, we have people around the world that have been involved in app creation and the related technologies for a relatively long time and we would love to be your trusted partner as you hopefully get to the iPad not just fast, but with the right business goals, apps and technology solutions that will drive sustainable success for your organization.Thank you.