![]() ![]() ![]() ![]() On smartphones, generally, the need is for information, concise and served fast, whereas when using tablets, users tend to be more relaxed and wanting a deeper lean-back experience and richer content.”ĭespite the challenges, no one seriously questions the dominance of mobile, or the fact that publishers need to be as creative and innovative in mobile as they are already in print and on desktop. The smartphone and tablet reading experience is, of course, completely different. “The industry as a whole, and not just in the UK, continues to grapple with the ideal content mix and reader experience between smartphone, tablet and desktop (and print for that matter) and how to add value and enrich the reader experience on each. HTML authoring skills remain in short supply in the publishing sector, although this is slowly changing.” “There is an appreciation that HTML is the best authoring tool for mobile, but the fact is that the vast majority of publishers use InDesign and will continue to do so for the foreseeable future. “System proliferation is also a headache, with publishers having to deploy different systems for app creation (often creating the content in one environment and the app in another) and then using a whole different set of solutions for distribution and for controlling access entitlements.” Recent significant price rises by some platform providers are putting a question mark over the very affordability of mobile publishing, especially for small and medium sized publishers.” “Monetisation continues to be a real challenge and publishers are grappling with paid-for, free and freemium strategies. There is a great deal of experimentation going on, but publishers don’t want to be rushed into new ways of working. Barriers are coming down and some publishers are rethinking their offering from the ground up, to see what new utility and experience they can serve up to their audiences. People are using their smartphones for things that would have been unimaginable a couple of years ago. “In general terms,” he says, “the publishing market is still centred around the digital edition, but there is a growing awareness of the potential of continuous publishing models and the rise of mobile. How, I start by asking Laurent Gerniers, marketing director of Twixl media, does he see the current state of play in the UK mobile market? ![]()
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