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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Flash Forward: the Kaplan approach
Educational publisher Kaplan has found that, even with an audience that skews young, users of their products are looking for the evolutionary, rather than the revolutionary.
"A consistent theme in our students' feedback is that they're not looking for apps that substantively change their learning experience," says Maureen McMahon, President of Kaplan Publishing. "What appeals most to them are apps that enable them to do something they already do—just in a more convenient or portable way. For example, our students have always found flashcards to be useful study tools. Delivering the same content in mobile apps that can shuffle the 'cards' and track right and wrong answers is more convenient and more helpful."
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James Sturdivant
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