(Audio available as well) An introduction to Enhanced Editions, delivered at the London Bookseller Magazine's futureBook conference in December 2009.

1. Enhanced Editions The evolution of the book
The Bookseller Digital Peter Collingridge
Conference 2009 peter@enhanced-editions.com

2. 1. Enhanced Editions: Team 2
Our team is made up of experts in publishing, technology, strategy,
A proposal
design, film-making and mobile application programming. This
combination of publishing, production and technology expertise ensures
• Peter Collingridge has 12 years experience in • Jim Bonner has worked as a management
trade publishing, web, technology, and digital consultant for the past 5 years, including 5
marketing, working at Canongate Books, publishing industry projects with Apt Studio.
Screenbase Media and Apt Studio. He has an MBA from London Business
School.
He was named in the Evening Standard’s
“Most Influential” in publishing, and has been • David Graham has worked in the publishing
shortlisted for the British Council’s Young industry for 20 years. He was Managing
Publishing Entrepreneur award. Enhanced Director of Canongate Books from
Editions will be featured as one of Wallpaper* 1998-2006, and Granta Publications from
magazine and Wolff Olins’ “Ten Companies 2006 - 2009.
That Will Change The World in 2010”
• Other members of the team have award-
• Rhys Cazenove studied Computer Science winning design and typographic experience;
and Artificial Intelligence, and worked with many years in web and publishing
Peter at Screenbase Media from 1999-2003 development; and the development team are
before moving to MTV as Product Director. ex-Apple.

3. 2. Why the iPhone?
3
A proposal
The Challenge Competitors Landscape Mission
How to bring e-Ink devices Most apps “Think
literature to a are great for simply aim to Different” about
device that heavy reading, recreate the the reading
shares many of but not great book experience
our senses: for attracting experience
• Eyes new readers
• Ears
• Mouth
• Knows where
it is
• Knows which
way it is
pointing?

4. 2.1 The iPhone opportunity
4
The iPhone has quickly emerged as a high value distribution channel
A proposal
offering rights holders an ability to tap into an attractive user base and
unparalleled potential for innovation
Market Attributes Evidence
1. Large, engaged user base — • 70m iPhone and iPod Touch devices sold in over 70 countries
growing fast • Growing at 250% / year
• Expanding across networks
2. Premium customers • Most aged 22-44; well-educated, higher than average income
• But — also growing fast in teen and business
3. App store potential only just • Over 2 billion App downloads in 15 months
becoming apparent • 75,000 Apps in store
• 70% paid-for Apps
• $1m Apple revenue per day
• Other networks desperate to emulate this success
Source: Greystripe iPhone Consumer Research; Apple

5. 2.2. iPhone for Reading
5
Books and reading are proving to be one of the iPhone’s “killer’ apps;
A proposal
however we think the device’s full potential remains untapped
Insight Evidence Observation
• Backlit touch screen,wireless • By mid 2009: • Amazon’s acquisition of Stanza
purchase and “halo effect” • Stanza: > 2m confirmed iPhone’s strength in
have made iPhone a hit with • Kindle: < 1m books
readers — and a surprise entry • Sony: < 500k
into the e-reading space
• Books are fastest growing App • # of unique apps grew almost • Books are already successful
category; they now outnumber 3x in last 3 months on the iphone — and people
games as the largest category
pay for them. There appears to
on the app store • Books now outnumber games be a recognition of the inherent
on the app store value of the book.
• The research to the right
suggests that consumers are • Category % Paid % Free • However, all apps remain
not only willing to pay for
resolutely focused on
books, they expect to do so.
• Games 22% 25% recreating the book
Compare this to news, music
and social network which have
• Books 14% 3%
• Education 7% 4% • Possibility to meet fuller
the opposite perceived value
• Travel 6% 3% potential and create further
• Music 2% 5% value by creating dedicated
• Soc. Network 1% 4% enhancements for carefully
• News 1% 3% selected products.
Source: O’Reilly

6. 3. Introducing Enhanced Editions

7. 4. Core Features
7
The core features of all Enhanced Editions apps create a new user
experience that is unrivalled at the cutting edge of digital media and
reading.
Read Listen Watch Update
The book Audiobook Video Exclusive
Updates
Beautiful, Switch to Watch video
customisable audiobook inline or as Receive
typography on and read separate exclusive
tilt-to-scroll along with chapters. updates from
pages. the text, or the author
Adjust type listen on its DVD “Extras” direct to your
size, settings own. for books. phone.
and day / night
mode. Never lose
Bookmark and your place.
send quotes to
a friend via

8. A. Case Study: The Death of Bunny Munro, by Nick Cave 8

9. Impact: Bunny Munro by Nick Cave 9
A proposal (£14.99) has been the most visible publication for a new title
Bunny Munro
in the UK, with media coverage, reviews, and sales all pointing towards
an exciting and viable new channel (and business model) for a product
that delights consumers and rights holders.
• “Fantastically impressive. It's masterly After first week sales:
extraordinary and brilliant. So well
conceived and devised. I love the elements • Top 5 in “Books” category (where it is 20x
that have been brought together. ” more expensive than the average app)
Stephen Fry
• Top 30 in “Highest Grossing”
• “In coming years we may look back on
Bunny Munro as the book with which digital • Featured by Apple, globally on front page
publishing came of age.” The Bookseller
• Media coverage in most UK broadsheets
• “I've always been very sceptical of eBooks. and both print and online coverage
This is simply breathtaking. All for the price internationally
of a standard hardback. I would definitely
urge you to buy this.” User • International English language release with
cooperation of overseas publishers
• “This is how audiobooks should be on
iTunes!” User • UK highest sales location, followed by US
(growing fast)
• “This is a fantastic way to read a book.
Filled with the best features an ebook • Unanimous consumer delight

10. App store reviews for full book 10
45 written reviews. “This is the future of “I spent £15 on a pdf file that scrolls up and down when tilted. I'm sure there was supposed to
audiobooks. The format is be sound! Where is it? - Video and loadsa stuff that has been mentioned. Well I'm not stupid.
36x fantastic, you can alternate Downloaded, installed and its just the equivelent of a pdf. WTF is all the hype about.
4x between reading and listening I really expected something spesh and thats why I paid the money. What's the deal?
2x to Cave's excellent narration. £15 on a text file.................”
1x Videos of him reading also UK
2x included. The book is graphic
immediate and haunting. The “An excellent story that comes with a whole lot of bells and whistles. Personaly, I do find that the
only reason I'm not giving it 5 price is a nbit steep & I'm a tad bothered by just how much space this rather large app takes
“The book itself is fantastic, stars is it's a little buggy from up,.. But those details aside, the product itself is excellent.
but the integration of the time to time. Very happy I Excellent story, awesome reading of the story,.. If I could change anything it'd be for the app to
theme music, the narration/ shelled out the $$$ for this.” be accessable via iPod audiobooks on the iPhone. But that might not be a possible request..
audio book, cool extras like CANADA Anways, I hope that more unique stories get released in this fashion and I hope that future similar
Nick Cave "performing" the releases get a price drop.”
“Fantastic story and method
book, and really useful USA
of delivery. Only one small
features including the ability to gripe as previously mentioned, “Nick Cave is his own sort of genius and this is fantastic. Ebook. Audio book. Video elements.
email quotes from within the why does it require user input Tick. Given where ebooks are today I think this is a wonderful evolution. It could be more
text of the book, sophisticated to follow on to the next interactive/collaborative, but in fairness I'm thinking of a book that doesn't quite exist (at least
synched bookmarking, and an chapter?? Can we have an not on an iPhone). It's $30 and it's 850mb and it's worth every cent.”
up to date newsfeed make update to sort this out pls. AUSTRALIA
this the new (and hard to beat) As for the Reading part this is
standard for the book as app. “Sensational... You can tell everything has been lovingly crafted here. The choice of text/ audio/
the first e-book I have
I'm really blown away. Well both (interspersed with video) keeps the momentum going for the attention-span-challenged
purchased prefering proper
worth the price of admission. amongst us; the transitions and auto-bookmark features make for a seamless experience. The
tangible books, but am now
And, I'm really looking forward package looks great; the lay-out and font are well attended to. And to have the option of Mr
converted due to not having to
to future offerings from Cave reading his own flowingly, profanely poetic text in its entirety- and also provide the
have another light source or
Enhanced Editions.” background music- is something else. Very very impressed; highly recommended! [Looking
squinting with a torch as wife
USA forward to more from this crew- I see a couple of David Simon (The Wire) books are in the
sleeps. Can't really
“I've read the first three understand the pricing of e- pipeline!]”
chapters; it's been great. books though given the only AUSTRALIA
Totally immersive, I think real cost is in delivery of the “After spending this much money and having to clear so much space on my phone I exepect a
books should all be done this data yet almost always costs little more considertion on the interface. The 'designers' who put this app together have used off
way. But this isn't a more than the physical book, the shelf iphone menu styling and transitions which cheapens the whole experience.
gimmick...everything is done but that's another story......” That said it has some nice features and the content is all there where it counts.
to complete what is a brilliant UK The videos must be what really tips the scale on this HUGE app and with them not being the
book to read. £15? It's been complete book I'll have to watch them in conjunction with reading and the book with the voice
worth it.” “Book 2.0 - text, audio and
video beautifully combined. over.
UK I'm sure this will be the first of many artists making iPhone 'concept albums'”
I'm so happy Cave went for
this format.” UK
SWEDEN

11. Twitter chat 11
“iPhone app is pretty cool. So many “Nick Cave novel 'The Death Of Bunny “Just downloaded Nick Cave's new ebook
features to enhance the book” Munro' av as iphone app, inc text, audio & app "Bunny Munro." Can't wait.”
@alisanader video http://bit.ly/L2wT (via @cynhatch
@sitepointdotcom) how cool!”
“combined ebook/ audiobook is very @shellemusic “Downloaded the Nick Cave iPhone app
nicely done.” for Death of Bunny Munro. The book set
@timdifford “I can't believe The Death of Bunny to awesome Nick Cave music. I'm about
Munroe is the same price in smiths as it is as excited as I get.”
“Let us know when Sum is released on the iPhone apps. iPhone apps it is. @owenjay
please. Bunny Munro is fantastic. Kudos Nick Cave read to me.”
to you for a job well done. Let Cave know @drew692 “Can't decide what format I want "The
too” Death of Bunny Munro" in... The US cover
@SMontalbano “listening to bunny munro iPhone app on sucks. The iPhone app looks awesome
the commute, being slowly perved out by (but it's expensive).”
“Checking out the Death of Bunny Munro sinister jackanory from parallel universe” @benkerney
on the iPhone ahead of Mr Cave's visit on @bodjamac
Monday http://bit.ly/IWCEd” “meanwhile, NEW nick cave is Bunny
@pbenson “I enjoyed it as an enhanced book but Munro... a book as an iphone app, fuck
would buy 'the next' Bunny Munro only if me it's the future for £14.99 with a rabbit
“I have to admit that the Nick Cave 'Bunny it had unabridged audio: that was the best on the front.”
Munro' combined ebook/audiobook is bit for me.” @jippso
very nicely done. Try the free sampler.” @twittizenkane
@timdifford “Nick Cave: Death of Bunny Munro
“yep! which is my more publishers need to 'Enormously Liberating': 'The Death of
“i am a huge fan of the guys who did offer more channels to get at that book - Bunny Munro' is a novel and an
bunny munro (and saw print edition in the like the iphone app of Bunny Munro - audiobook, it’s a http://url4.eu/bjHa”
wild yesterday!). they had a plan going in.” genius” @iphonejailbreak
@booksquare @nextread
“23 to go + Midnight Man/Nick Cave & the
“Bought my first e-book for iPhone: "The Bad Seeds (also...Bunny Munro is quite
Death of Bunny Munro" by Nick Cave. It possibly the best reason ever to get an
contains full text, audiobook, and videos iphone/ipodtouch)”
of Cave reading...” @carolinealex
@romanstanek