The Hobbit interactive e-books live on the iBookstore

Hot news! Our creative team here at YUDU have been working with Harper Collins on some stunning new interactive books, ahead of the upcoming Hobbit movies, using iBooks Author.

Richard Stephenson, YUDU CEO was quoted in The Bookseller: “Creating great iBA books like these is much easier if there is strong image content available. These books will set a trend and we see creative iBA books becoming part of the promotional mix of the film industry.”

The books feature interactive maps, puzzles and pinch-to-zoom images. There are 5 in total – The Visual Companion, The Official Movie Guide, The Official Annual, The World of Hobbits, and The Movie Storybook – just click on the links to preview them.

Apple are encouraging promotion to the iBookstore via their affiliate marketing programe which benefits any publisher promoting the store on their website. We think that the increase in interactive content, together with this affiliate scheme plus the launch of the iPad mini will result in a huge uptake in book buying this Christmas in the iBookstore.

YUDU Books team head to Frankfurt

Visit us at Frankfurt Bookfair

The YUDU Books team are at Frankfurt Bookfair from Wednesday 10th to Saturday 13th October. This year we’ll have two stands, one in Hall 8 (trade) and the other in Hall 4.2 (education).

YUDU Education (Hall 4.2 D1442)

Come and join us for the launch of YUDU Education, as mentioned in Digital Book World and The Next Web. We’ll be showcasing new features added on to the YUDU platform, such as note taking and page clippings. Great tools for Primary, Secondary and Higher Education. Check out this 2 minute video showing how this works.

To coincide with the launch, our CEO, Richard Stephenson, will be giving a talk on ‘How Textbook publishers can sell direct online’. (Friday 12th, 15.00 – 15.30 Hot Spot Education 4.2 C1437)

YUDU Media (Hall 8 L973)

As the digital landscape is expanding, so is the need for publishers to create content for a number of devices. Our team are now able to convert your books for digital distribution on the iBookstore, Kobo, Kindle Fire, Android tablets, Nook and the Web. There are a number of enhancements available for this such as read aloud features, multi – media insertions and a variety of animations.

We have developed a specialist team who can work with your content to create interactive, multi-media books in iBooks Author. Apple’s IBA was only launched this year and already there are a number of impressive titles showcasing the best in interactivity, at the fraction of the cost of an app build.

To find out more about iBooks Author, our CEO, Richard Stephenson, will be giving a talk on YUDU’s creative process of working in this new format. ‘Re-imagining books using iBA’. (Wednesday 10th, 13.00 – 13.30 Hot Spot Digital Innovation 8.0 L973)

Reader’s Digest E-books on iBooks

Recently, the YUDU books team had the pleasure of working on some beautiful Reader’s Digest e-books provided to us by Reader’s Digest books. Due to the illustrated nature of these books, the company felt that the four travel books should  be launched first on the iPad, which is so well suited  to displaying text and pictures to their best advantage.

Even-though you will find the e-books pixel-perfect and joy to read and browse, it is not their layout and design that excites us; It is their pricing.

Yes, they tied up with the Apple iBookstore team to do a feature on the first four e-books, however the limited time offer of £1.99 is a promotion we believe gains early traction and we would love to see publishers experimenting with this technique more often.

The beauty of digital products from music to ebooks is that there is no marginal cost involved once they are available to purchase. This allows publishers to experiment more with different price points. Once conversion and marketing costs have been recovered, there are no other costs per title, or better, costs per purchase.

You only need to look as far as the App market to know how digital delivery is completely changing business models, and the effects of the scalability are incredible. iBooks purchases can be made in 32 territories currently, so a coordinated internet marketing campaign could yield spectacular results. We are yet to see exponential purchases of e-books like we do with certain apps, such as Draw Something which has been downloaded some 20 million times in 79 territories. Much of this is to do with the social nature of this type of gaming, and ideas and applications around ‘social reading’ in the digital space are quite new and underdeveloped.

What Apple’s textbook vision means for publishers

In New York yesterday Apple announced their big play for the textbook market. It consists of three elements: a new iBooks Author tool, an update to the iBooks app, and an update to the iTunes University app.

iBooks Author

This is a completely new app for Mac OS, with a fair number of similarities with Apple’s KeyNote app for building presentations. It’s clearly designed with simplicity of use in mind, and allows users to build well presented books in a simple way. The focus of the announcement was on textbooks but the app can clearly be used for other types of content as well.

Content created with this tool can only be consumed through the iBooks app on an iPad or other iOS device, although it also provides the option to export to PDF (losing any interactive features) or to plain text (losing everything but the unformatted text).


The existing iBooks app is updated to support books produced by the iBooks Author tool, which can include interactive diagrams and custom HTML widgets; also user-generated notes and highlights which can be synced through iCloud and exported as flashcards. There’s also a new section of the store dedicated to textbooks.

iTunes U

Another update to an existing app, the updated iTunes U expands the media types that can be bundled as a course, supports progress tracking, and allows the course creator to send notifications to students using the course.

Currently all content is free, although Apple haven’t given any guarantees that it’ll remain that way.

Apple’s vision

It’s easy to see how Apple intends this set of apps to be used. The Author tool will make it easier for a much wider group of people to create textbook content, making iBooks a key resource for students. Educators can assemble their course materials through iTunes U, including links to required textbooks in iBooks. A generation of students – and the institutions educating them – suddenly find that an iPad is an essential study tool. And anyone who wants to create that content will need a desktop or laptop Mac to run the Author tool as well as an iPad or other Apple mobile device to test it on.

The huge potential upside for Apple here is the boost this could give to hardware sales; if their strategy takes off, that will be vastly greater than the 30% revenue cut on textbook sales through iBooks.

It’s far from certain that it will play out this way though. School administrators will baulk at providing students with iPads as standard school equipment; even at university level, few educators will want to provide course materials in a form that’s only accessible to those of their students who own Apple equipment. Factor in possible IP complications and piracy concerns and Apple have their work cut out for them.

What does this mean for publishers?

iBooks Author is not designed as a specialist tool for publishing professionals – it’s for the everyman. It’s easy to get going with it and straightforward to use. People no longer need training in specialist software tools to be able to produce great looking content; nor do they need to pay expensive licence fees. For all those reasons, Author will no doubt be a huge boon to a great many people.

However, professionals will find it frustratingly feature-light compared to existing creation tools. It’s also much more suitable for creating content from scratch than for re-purposing existing content. In any case, publishing houses are (and should be!) very reluctant to tie themselves in to a tool that restricts their content to a single distribution channel, on a single OS – particularly when that leaves them paying Apple 30% on all sales.

Textbook publishers will doubtless experiment with putting their content on iBooks, but will be wary of lock-in; even Houghton Mifflin Harcourt, one of Apple’s launch partners for the new apps, was quoted in the press emphasising the need to not restrict their content just to the iPad. As with magazines and other print content, the suspicion is that Apple’s game plan leaves them as the sole point of contact between authors and consumers, gradually marginalising publishers.

And with the Author tool, Apple don’t need to rely on the big publishers to fill iBooks and iTunes U with content; they’re hoping that individuals and small-scale content creators will swarm to the new tools. Many of those creators have previously been barred from publishing by the cost, and will be delighted to get their content out to the public at all; they’ll care much less that it’s only available through Apple’s ecosystem.

So where does that leave publishers? While these tools are focused on the textbook market, the same question applies more widely, to any publishers of books with richly formatted content: childrens’ books, cookery books, coffee-table picture books, and many more. They need to be able to deliver cross-platform; they need to be able to stand out from what may be a sudden influx of self-published content; they need their content to be easily discoverable by users who may not be searching for their brand specifically. They need to be able to charge for their content. They want a workflow that fits well with existing print workflows. And they need to not end up producing each publication repeatedly, once for each of the many formats and distribution channels now available.

For the serious players, this makes apps a still more appealing option, particularly if the app can be rolled out across multiple platforms. In the absence of any clearly dominant textbook platform on Android, the app route can provide consistency of experience across platforms and a lasting channel of communication with users. There are ways to publish to apps that avoid Apple’s 30% revenue cut (such as Yudu’s dual subscription system :-)). The app needs to be easily discoverable, but publishers have the marketing clout to achieve that, through tie-ins to print products or direct targeting of relevant educators. Since iTunes U courses can link to iOS apps, publishers can even get users through Apple’s eco-system without getting locked into it.

Apple’s announcement is great news for students and consumers, and will allow many more people to produce and consume digital content. It will further boost tablet ownership (already in rude health!) and ups the standards for what a digital book should be able to do. However, it should be a danger sign to publishers – if they stay still they’ll find they get increasingly squeezed out. The big winners will be those who can rise to Apple’s challenge and succeed in innovating aggressively with their digital strategy – while managing to achieve a good return on that investment.

Increased e-book interactivity set to revolutionise revenue streams for publishers.

As readers of this blog will no doubt be aware there are massive changes happening in the way that we interact with traditional book content. High consumer expectations of digital reading came from Apple and then Android Apps. Apps have meant that readers and publishers no longer simply thought just about text and images but came to expect greater functionality and interactivity from content. However the main issue with Apps was how expensive they were to produce. But the recent announcement from Apple that iBooks 1.5 now supports Javascript is set to change all that. Interactivity is set to increase and costs of production reduce

A great example of this new functionality can be seen in The Beatles: Yellow Submarine, which is free to download from the iBookstore. The introduction of Javascript to this Fixed Layout means that animation and interaction are now fully supported within eBooks on the iBookstore. For example within this book you can do things that were only previously possible in bespoke applications such as touching the screen to change the colour of Sergeant Peppers Band’s clothes or watch embedded video.

This is incredibly exciting for the illustrated eBook world. Over the coming months we’ll no doubt see increasing experimentation with this new functionality that the inclusion javascript enables. Not only will traditional revenue streams be supported but cross revenue will also be opened up; for example with the Yellow Submarine book, readers can purchase music from within the application. Who knows what opportunities there may be in the various forms of illustrated books such as selling ingredients in recipe books or toys within children’s books?