App Publishing Opportunities for Museums
16th November 2010 Presented by Alex Morrison - alexm@cogapp.com

Agenda Introductions Media Technology App
Publishing Target Devices and Markets Case Study Cogapp and Digital Publishing Museum Content for Apps Museum Apps and Opportunities Strategy and Tactics Q & A

Cogapp

Cogapp Profile Founded 1985 Dedicated
digital agency 35 staff UK and US operations 50% of turnover is work for museums

Media Technology

1454

2007

Apple product range
iPad

App Publishing

The First App ?

1987 - HyperCard Early 1990s
- first consumer CD-ROMs 1995 - web revolution January 9, 2007 - iPhone launches July 10, 2008 - App Store opens (via an update to iTunes) April 3, 2010 - iPad launches October 20, 2010 - App Store features > 300,000 3rd party apps A history of app publishing

CD-ROM - the revolution that
failed By comparison with books: Cheap to manufacture Media capability - illustrations, video, sound, animation Media capacity - thousands of illustrations at no additional cost But: Many issues around distribution Compatibility Standardisation Consumer confidence

Less is more iPhone a
computer minus keyboard and file system plus phone iPad an iPhone minus phone

Integrated distribution Lightweight purchasing (<
10 secs) Foolproof installation Reliable operation Standard business model [Apple delivers all the above] App publishing - five key differences

Target Devices,
Markets and Models

Apple product range iPhone iPod
touch iPad

Android
Samsung Galaxy Tab

Android vs. iOS iTunes App
Store is currently dominant (>95% of the market) Many commentators predict that Android will grow to be number one But app development and publishing for Android is more problematic and less profitable for now RIM, Symbian, Windows Phone and Palm are also rans for now

Kindle

Why is this not a
Kindle seminar ? No colour Very limited interactivity Book reader rather than an app player Colour support still a way off

iPhone & iPad - Market
Size Projections (millions) 2009 2010 2011 2012 2013 iPhone iPod Touch iPad Total Growth 40.0 90.0 126.0 162.0 198.0 24.6 36.9 44.3 53.1 63.8 0.0 12.5 31.2 62.3 124.6 64.6 139.4 201.4 277.4 386.4 170% 44.5% 37.7% 39.3%

iPhone & iPad - App
Sales iPhone users purchase about five paid apps per year Market for paid apps > 600 million units in 2010 US market is largest need to target US sales Free apps can make money via in-app purchase some of the most profitable apps are free !

iPhone vs iPad - Average
App Prices iPhone Lifestyle - average price of top 12 in UK store £1.94 iPad Lifestyle - average price of top 12 in UK store £2.67

App store economics Price £4.99
VAT £0.87 (at 21%) Apple £1.24 (at 30%) Net £2.89 (58% of sale price) Model is identical for in-app purchases [Advertising supported apps also possible - but not likely to be suitable for museums]

Apple product range iPhone iPod
touch iPad

iPhone & iPad - Screen
Formats Dimensions Aspect Ratio Resolution iPhone 3, iTouch iPhone 4 iPad iPad 2 ? Samsung Tab 480 x 320 3:2 (1.5) 163 ppi 960 x 640 3:2 (1.5) 326 ppi 1024 x 768 4:3 (1.3) 132 ppi 2048 x 1536 4:3 (1.3) 264 ppi 1024 x 600 17:10 (1.7) 169 ppi Standard monitor resolution is 72 ppi - higher resolution -> better experience Provide high quality assets in anticipation of increased screen resolution

www.delicious.com/cogapp/stats www.delicious.com/cogapp/mobile for a compilation
of statistics and research

Case Study

Case Study Client: Major International
Illustrated Book Publisher Project: iPad apps based on successful book series Business model: Paid apps plus localisation with co- editions Mutual investment in first product with amortisation over long term and many products Uses Cogapp publishing platform iCav

Case Study - Why an
app ? Why not an ePub electronic book ? Non-linear content Richly illustrated Interactivity adds great value Taking advantage of features including bookmarks e-mail mapping image zoom printing

Case Study - Process Initial
Planning User research Wireframes Design Prototypes Design and Style Production Debugging App store wrangling User research and testing crucial Learn where users find value Bring value to the fore Contrast with the book - browse not read Contrast with the web - browse not search Need for design guidelines and interpretation of brand Need for accessibility and usability work and testing

iPad user testing rig

Case Study - Teams Publishers
Team Steering Committee Digital Publisher Project Manager Content Co-ordinator Content Team inc. Rights Authors, Editors, Illustrators Cogapp Team Steering Committee Producer/Project Manager Tech Lead Tech Team Design Lead Design Team UX Team (user testing & research)

Submission is aptly named Variable
experience with review/ approval Not possible to be sure of date Submit early and often Reviews and ratings In App purchases App store confidential

Cogapp and Apps

Cogapp and Digital Publishing Making
money for clients from digital publications since 1992 Deep understanding of user needs, technology infrastructure and publishing business processes Our publications have won numerous awards and driven millions of dollars in sales (≈ $20 m)

iCav - Cogapp’s mobile publishing
system Cross-platform mobile publishing system Targets: iPhone, iPad, Android, Blackberry etc... Produce once, publish many times Data format is standard XML Built to support and integrate with standard publishing processes Common features built in e.g. e-mail, zoom images, hotspots, maps, bookmarks, q.a. tools, in-app purchase Updates improve all publications Model based on decades of digital publishing

What we offer Industrial-grade cross-platform
technology Aggressive programme of enhancements and upgrades Creative and practical producers Flexible approach to business model including free development in return for royalties and/or recoup Long-term, series-based approach Your organisation makes money while enhancing its reputation and delivering its mission

Museum Content for
Apps

Museum Apps
& Opportunities

Apps for visitors

Exhibition Apps

Gauguin

General Apps

Magazine Apps

Wired Magazine

MEanderthal

Strategy and Tactics

Business Models & Revenue Opportunities
Business Models Self-financed production, work for hire Profit share with producer Licence content to third-party Sponsored production - this app made possible by ABC Co. Economics Favour production of series Do not underestimate initial cost of production Good economies on subsequent titles and localisations In-app purchases look like a promising commercial model

Thinking about what might work
“Readers on the iPad want very little text, lots of images and a small amount of video.” James Tye, CEO at Dennis Publishing

Museum App Possibilities Visitors Guide
In-gallery wi-fi is transformative Highlights Catalogue Exhibition = Objects + Theme current, past or imaginary exhibition Reference e.g. Timeline, Atlas, Glossary, Course Text Magazine = Articles + rich media + interactivity Puzzles, games and amusements [Use of iPad for delivery of interactive labels?]

Outline for a museum app
publishing strategy Set expectations Short term - revenue £10s k Long term - revenue £100s k Organise a publishing programme - staff and resources Integrate app publishing in the organisation Maintain standards - aim for a five star rating Experiment and learn Price Format Marketing strategies ?

iPhone & iPad App Pricing
iPhone iPad Price Phaidon Design Art Authority Tate Gauguin NG Love Art New Yorker no yes £11.99 no yes £5.99 yes yes £1.79 yes yes £1.79 no yes £2.79/issue iPad specific apps can command a premium price

Thoughts on marketing App Store
restrictions Uniform prices No general offer codes or discounts Use existing channels Website E-mail lists Twitter (with appeal for retweets) Press Media partnerships Tactical price reduction to drive traffic and improve chart position Encourage supporters to provide reviews and ratings Five star ratings and positive reviews make a big difference to sales

Thank You. Questions? 16th November
2010