What is happening in the world of app publishing for iPhone, iPad and other platforms ? And what does this mean for museums ? What are the opportunities for museums and other arts organisations created by the app publishing revolution and how can we take advantage ?

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

2. 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

3. Cogapp

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

5. Media Technology

6. 1454

7. 2007

9. Apple product range
iPad

14. App Publishing

15. The First App ?

16. 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

17. 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

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

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

22. Target Devices,
Markets and Models

23. Apple product range
iPhone iPod touch iPad

24. Android
Samsung Galaxy Tab

25. 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

27. Kindle

28. 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

29. 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%

30. 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 !

31. 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

32. 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]

34. Apple product range
iPhone iPod touch iPad

35. 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

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

37. Case Study

38. 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

39. 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

40. 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

42. iPad user testing rig

43. 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)

44. 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

46. Cogapp and Apps

47. 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)

49. 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

50. 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

51. Museum Content for
Apps

62. Museum Apps
& Opportunities

63. Apps for visitors

69. Exhibition Apps

73. Gauguin

81. General Apps

99. Magazine Apps

100. Wired Magazine

103. MEanderthal

108. Strategy and Tactics

109. 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

110. 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

111. 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?]

112. 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 ?

113. 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

114. 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

115. Thank You. Questions?
16th November 2010