An all-consuming interest in mobile content

 By Clare Mitchell Crow

As mobile penetration increases and sophisticated handheld platforms mature and develop it’s extremely interesting to study the impact of trends in consuming published content, and how printed media is adapting to changing times.

As we went to press this week, we awaited the imminent release of a long-awaited new iPad device from Apple. This will join existing published content consuming devices available in the UK which include Apple’s own iPhone, the Sony eReader and the Amazon Kindle in vying for the eyes of readers worldwide.

One unique selling point of these platforms is that they were built to store and display large volumes of published content and digital media within a single portable device. In the case of the iPhone and presumably the new iPad, they are also adept at consuming rich multimedia and running third-party applications. They have their differences of course, and from a customer experience point of view people want to know how to get the most from each of these devices and which are supported by the best content model. Amazon offers 1-Click ordering from a trusted, familiar, comfortable storefront. Apple offers its iTunes software and the highly marketable AppStore.

Apps are relatively new concept in mobile content consumption. Earlier this month, Penguin UK launched its first iPhone app and promptly secured top spot in iTunes’ free books apps chart just five days after release. The ‘digital sampler’ for novel ‘The Left of God’ has now been downloaded by more than 10,000 users. The obvious attraction to Penguin UK of taking the app approach is that they learn about consumption figures immediately, rather than waiting for reports of sales from either iTunes itself or Amazon. Sales control is back in the hands of the publisher – as a customer can purchase the remaining chapters from the app, avoiding the need for Penguin to pay a middle-man for the sale.

Penguin’s digital publisher Jeremy Ettinghausen said: “When Apple changed its policy to allow the purchase of a full title from a free book app we knew that this could be a great way of distributing a sampler and encouraging purchase of the full title. We hope that the success of this app has a positive effect on sales of both digital and physical editions – its success on iTunes has certainly provided the perfect launch pad.”

So there are certainly new published content consumption models available for old media like books, newspapers and magazines – but a little work and thought has to be invested in their success. The Guardian is another example of a title that has successfully launched its own iPhone app, this time using a slick push model that allows users to pay just once then browse content online and offline. Just last week the New York Times announced plans to make paid-for content available in 2011, while the Wall Street Journal is exploring ‘Professional Edition’ avenues. How quickly will we see these models and other paid-for strategies that involve monthly fees for premium content copied in the UK for mobile internet users?

Beyond developing content management services, delivery models and revenue plans though, there are clear barriers to widespread adoption associated with some of these devices themselves. iPhone and potentially new iPads look likely to be adopted readily, but Kindles and eReader are making a much, much smaller impact in the UK. How many do you see on the train, bus or tube? I work in central London and own an eReader myself, and yet I have only spotted two others and one Kindle in the past year. Capital cost is huge barrier to entry for what are seemingly one dimensional products costing £200-300. Consumers compare this unfavourably to the cost of more flexible iPhones, tablets and eBooks. The cost model for content is also extremely high in the UK, where eBooks incur VAT and often work out at close to ten pounds a title – more expensive than many physical books cost these days.

There are both exciting developments and disappointing realities ahead in the world of mobile published content consumption. Making costs more realistic is crucial, but the experience of downloading content, connecting to a service provider and actually physically using the device itself must also be intuitive and enjoyable, otherwise adoption will continue to falter. The good news is that it’s extremely likely that the future will be bright – as well as proving less expensive for end-users. The rapid rate of change in the mobile world is such that book publishers, the media and device manufacturers will drive the market and make it work. With the help of customers input and feedback, they will create new attractive delivery models and lower price structures that will appeal to a wider and more receptive audience of mobile content consumers looking for both value and an excellent customer experience.

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