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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Pfeiffer worked with an outside vendor, Float Mobile Learning, to develop the app. "We needed to work with a vendor … [who] had some experience in the training and development space and understood what we were trying to do," Shannon says.
The publisher also saw opportunity for bringing in new audiences through the app. "We built the app so it can not only be used by people who know the content and want to go deeper into it, but it can also provide an introduction [to the program]," Shannon says. "Let's say they do a search for leadership in the App Store and they find this app. It would become a way for us to introduce this model to them. So in that sense it's a sales lead. It's helping more people to get familiar with this product."
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James Sturdivant
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