App, meet eBook. Presentation by Ron Martinez at Publisher's Launch conference, eBooks for Everyone Else, San Francisco and New York, 2011. For more information, email to contact at aerbook dot com.

1. App, meet eBook.
@RonMartinez
@Aerbook
facebook.com/Aerbook
aerbook
Aerbook • San Francisco • Los Angeles • New York • Paris

2. Aerbook
We design, develop, and co/publish next
tablet-centric books
App-like eBooks, book apps
Premium original development and
adaptations, packaging, w/ rev share
Not a conversion house. ~A dozen
projects in development, more in pipeline

3. The Law of Surprise and Demand
On new platforms...
Surprise (and delight) people with
useful new experiences
And they will demand more of them
And bigger surprises

4. Siri.

5. Why Tablet Publishing?
Categories that have sat out the
revolution can now play.
New platforms (temporarily) level
playing fields.
Suddenly there are a lot of
tablets.

6. iPad

10. “We’re gonna need a bigger boat.”

11. Definitions:
What Are These Things?

12. eBook, n.
A text-based book
in digital form.
(We’re covered.)

13. Enhanced Book, n.
A perfectly good
eBook ruined by
distracting,
superfluous video.
2009-2011, R.I.P.

14. Examples.
Numerous attempts.
But, you know, non-
fiction with tv news clips,
author interview, etc.

15. How To.
Don’t. Even market
leaders have moved on to
richer experiences.
(But give them credit for innovating.)

16. Check out the new Vook

17. Illustrated Book, n.
A book with a
lot of pictures.
Typically, “fixed
layout,” non-
reflowable text.

18. Examples
• Children’s Picture Books
• How To
• Education
• Special Interest
• Culinary Titles...

19. How To
Conversion house.
Sign up with iTunes, get
samples and guides.
Get Liz Castro’s guide:
PigsGourdsAndWikis.com

20. Try out Book Creator, a
$6.99 iPad app.
redjumper.net

21. Book App, n.
An interactive, touchable
fiction or non-fiction
narrative, built with
native technology.
Sold in app store.

22. Examples

23. Activity Books

24. Considerations
What is the fun, informative,
delightful thing that you do?
Native dev expensive.
Apps generally sell for
less than eBooks
Discoverability an issue.

25. How To
Native Apps: expensive,
proprietary development
Hybrid Apps: Written in
HTML5, with native
wrapper: less expensive,
portable, some limitations

26. Baker eBook Framework
bakerframework.com

27. PugPig
pugpig.com

28. True Native: DemiBooks
Composer app ~$500 per title.
demibooks.com

29. App-Like eBook, n.
An interactive, touchable
fiction or non-fiction
eBook (not app).
See: ePub 3
(Sold in bookstore)

30. Example
Featured in iBookstore

31. New Experiences in eBooks
Animation
Touch Controls Quizzes
Testing Activities Social Sharing

32. App-like Children’s eBooks
Read To Me, Ambient Soundtracks,
Highlighted Words now Standard, iBooks

33. Graphic Novels, Animation

34. Culinary
How To
Rich presentation
Interactive
diagrams
Ingredient mailers
Social sharing
more...

35. Numerous
Untapped
Categories
Special Interest
Biography
Humor
History
more...

36. Considerations
What is the fun, informative,
delightful thing that you do?
iBooks now, ePub 3, new
platforms coming
Attention-getting, higher prices,
discoverable, less expensive

37. As The Medium Evolves...
“Conversions” won’t cut it.
Digital first titles will make the
best use of device capabilities.
Includes originals, adaptations.
Different set of talents required.

38. Thanks!
Happy to talk in more detail
this afternoon.
contact@aerbook.com