June 30th, 2011
I hope that today’s blog is read by publishers and authors everywhere. While today’s post is not your regular social media insights type, it does bring you insights as to how new business models can help you identify product development ideas and strategies to grow your business. Particularly, when you take on the perspective of the end user – after all – we are not only marketers – we are customers and consumers as well.
Like many of you – I just acquired a shiny new iPad2 – it has not only improved on-the-go productivity but has increased my book readership by over 500%, whereas I used to read about a book a month, now I am reading 5+. Why, you may ask – my favorite time to read is at bedtime (yes I am of those people that now wake up with the iPad next to them). Before the well lighted screen of the iPad, I wrestled with anything that would provide a reading light, including the “itty bitty light” – they never worked well. And falling asleep with the bedside lamp would only guarantee a restless sleep as I would always fall asleep with the lights on.
At first the whole idea of ebooks bothered me, I couldn’t imagine not being able to fold the page corner – but being a 21st century guy, I did buy a Kindle. While it was good to read in the subway or the beach – I still needed a night light source for my favorite reading time. When I learned that I could download Kindle books to my iPhone and now my iPad, my reading life changed forever. There is nothing like finishing a book in a series (Think The Girl With the Dragon Tattoo, the Lincoln Lawyer novels by Michael Connelly) at 2:00 AM and being able to instantly download the next one to find what happens next. Or in cases that you are stuck waiting at the DMV or the doctor’s office, being able to whip out your iPhone and keep reading is “priceless.”
So what is the insight for “product development” in this case:
As an author or publisher:
1. Make sure that there are sequels to the book.
2. Time the sequels as close in time as possible – you want to leverage the “2:00 AM” download (even consider digital previews over hardcover)
3. Ignore the e-readers versus tablet controversy – as long as you have an open platform like Kindle that can be used across all OS´s – the argument is moot. This is one area where Apple has not gained a proprietary hold.
4. If you have not started publishing digital books – prepare for a quick death – I recently had to purchase a business book as a pre-read for an upcoming executive seminar and the fact that it was not available for download made me think twice about long term survival of McGraw-Hill.
This is only one example of what I find to be a great digital business model – I would love to hear from you about your examples and insights in this or many of the other new digital opportunities in this brave new world.
Stay tuned for my next blog. In the meantime, please share your thoughts below; I appreciate each and every one of your insightful comments, and I promise to pay extra attention to any opposing point of view. You can also contact me via email: firstname.lastname@example.org, Twitter: @zeusofmarketing and Facebook: Zeus of Marketing. You can also find additional contact information via LinkedIn: http://www.linkedin.com/in/jrgrana
Entry Filed under: Marketing Basics