Cover Story: Four Publishers Reveal Their App Strategies
In
2012,
book apps
are a novelty
no more. Two
years after the launch of the iPad,
publishers are find
ing ways to make apps an integral part of their brand strategy.
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For Scholastic, the decision to include an app in an integrated product strategy does not proceed from a set formula. One of the key questions to be answered during the development process is whether the goal of an app is marketing or content enhancement: "Is it that there's a component about that brand that can be beautifully executed and differentiated on a mobile platform? … You don't need to do it if [the app experience] is the same as what you're doing everywhere else, and you don't need to do it if you can't execute it well."
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James Sturdivant
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