The document summarizes a presentation on tablet publishing trends given on October 10-12, 2011 in Vienna. The presentation discusses 8 strategies for publishers to be successful in tablet publishing: 1) address the multiplatform challenge, 2) treat multiple platforms as one product, 3) partner with leading tech providers, 4) enhance workflows, 5) rethink digital portfolios, 6) partner with Amazon, 7) implement social media strategies, and 8) prepare for constant improvement through agile development. Hybrid apps are also discussed as an effective cross-platform solution.

1. 10 – 12 October 2011, Vienna, Reed Messe Wien
Media Port
Session: Tablet Publishing Trends
Title: Storytelling on Strategie
Speaker: Heiko Scherer, KircherBurkhardt GmbH,

2. Storytelling on Strategy
Montag, 10. Oktober 2011

3. What´s next -
successful cross-media and tablet strategies
for news publisher
Heiko Scherer, KircherBurkhardt
powered by
WAN IFRA
Vienna, 10.10.11
Montag, 10. Oktober 2011

4. Short introduction
Digital Publishing services and consulting for various major clients
Publishers Brands
Montag, 10. Oktober 2011

5. After one year tablet publishing
No, it won´t save us - at least not immediately
Hype th
G row
a ble d els
n
tai Mo
Sus es
s
s in
Bu
N ew
Change
Dissapointment
Montag, 10. Oktober 2011

6. How can we be successfull here?
Prepare yourself for a mass market of tablet PC´s
h
rowt
G
Hype a ble
tain
S us
d els
Change
s Mo
es
sin
Bu
N ew
Dissapointment
Montag, 10. Oktober 2011

7. 1. Adress the multiplatform challenge
Media consumption spreads over a growing number of devices
Contents
Brand
Montag, 10. Oktober 2011

8. 2. Many platforms - but one product
NEW FORMS OF ACCESS
NEW FORMS OF ACCESS
FORMS OF ACCESS
NEW
Media consumption spreads over a growing number of devices
One Brand - one Product = One Price
device agnostic
entertainment / / /
Entertainment&
entertainment
entertainment Information&
information / / /
information
information Entertainment&
entertainment // /
entertainment
entertainment Communication& /
communication / /
communication
communication
inspiration
inspiration
Inspiration
inspiration productivity
Production
productivity
productivity creation
Consumption
creation
creation monitoring
Monitoring
monitoring
monitoring
XL XL form Form
formform
XL XL short form
short form
short Shortform
form medium form
medium form
medium Form
Medium form XS XS form
form
XS form
XS Form
push push
push Push pull
pull
pull Pull pull
pull
pull Pull push
push Push
push
TV/DVD
TV/DVD TV/DVD
TV/DVD software//websites
software
software / websites
Software/Websites
websites apps / /websites
apps websites
Apps/Websites
apps / websites Apps //widgets
Apps widgets
Apps/Widgets
Apps / widgets
movies / videogames
movies / videogames
Movies search / social
search Social/Search
/ social ebooks / /photos
ebooks photos
eBooks/Photos musicMusic
music/ / /
movies / videogames search / social ebooks / photos music
hourshours video Video
video video
video Video casual games
casual Games
Casual games
hours Games video video casual games
Hours hours Hours
hours quarters
Quarters
quarters minutes
Minutes
minutes
hours quarters minutes
maandag 30 mei 2011
maandag 30 mei 2011
Montag, 10. Oktober 2011
maandag 30 mei 2011

9. 3. Partner with leading tech providers
And use HTML to customize your product
Hybrid App
Digital Publishing Tools Customize
Team Up of Market Leaders using HTML
+ +
Woodwing Enterprise Digital Publishing Suite
Smart Plug Ins / Tools Content Delivery Embedded
Reader Application Reader Application Widgets
Montag, 10. Oktober 2011

10. 4. Enhance your workflows
Don´t try to produce leading digital products with old print workflows
Woodwing Enterprise
CDS
+ Smart Plug Ins/Tools
Preparation Assembly Output
Content Station Adobe InDesign Content Station
Reader
App
Access all kinds Maximal creative Multichannel
of contents freedom Distribution
Montag, 10. Oktober 2011

11. 5. ReThink your digital portfolio
Not just transfer your existing brands and products
So far: Print goes iPad Future: iPad-specific
Enhancement of New iPad-only
existing titles titles
+
„A Newspaper on the iPad“ „Multimedia user experiences
based on written content“
Montag, 10. Oktober 2011

12. 6. Amazon as a new key player
Don´t rely on Google for a working pay model
Paid Free
iOS Android
iPad Kindle/Kindle Fire Various Android Tablets
Walled Gardens Open
Montag, 10. Oktober 2011

13. 7. Mobile devices push the social web
Future digital publishing should always implement a social media strategy
Search Web Social Web
Based on links to Based on relationships
websites and documents between users
Montag, 10. Oktober 2011

14. 8. Prepare for „Permanent Beta“
Constantly improve and develope with agile methods and in short cycles
"The New York Times runs in
permanent beta mode."
Janet Robinson, CEO of the New York Times
Company (October 2010)
Montag, 10. Oktober 2011

15. Thanks for listening!
Montag, 10. Oktober 2011

16. Hybrid app solutions will rise
..as they enable e ective cross platform publishing combining best of both worlds
Hybrid
Web
Native
HTML5
Native Platforms
Full Feature Set
vs. Web Kit
Limited Features
Device Agnostic
App Stores
Preferes Free Models
Enables Paid Models
Montag, 10. Oktober 2011