Apps for Publishing? Old Content has a New Home Now

Digital content has come to us in many avatars. From e-books to iTunes, content is delivered to us in different ways these days. With the app economy becoming bigger, content has a new home: mobile app stores.

As more and more people get used to smartphones, tablets and app stores, there is an opportunity to repackage old content or create new content and have it delivered on mobile.

Take for instance, the newly launched digital publishing division at Winjit Technologies. Abhishek Gureja quit his job at the Times Group late last year to start this division. The idea is simply to churn out applications built around good content. How, you ask? “Say we acquire rights to a book on power yoga and build an app using the content, many people will buy,” says Gureja.

But buying rights can be expensive. So Gureja has figured out a smarter way to go about it. When he spots a promising bit of content, a revenue share model is worked out between the content creator and Gureja’s division. “We partner with content creators and build the app for free,” he says. It opens up an additional revenue stream for the creator with no new costs.But why not make one app or an online bookstore and get users to buy new content from there time after time? Gureja believes that Indian consumers aren’t very loyal when it comes to buying online. “Buyers go where they see value,” he says. You can’t build a store and wait for people to come and look for hanuman chalisa or 100 ganesha songs.

Across different platforms, the digital publishing division has seen 19 million downloads already. Applications on health and wellness and kids animation sell a lot, he says.

With the number of smartphones and tablets expected to touch 2 billion in 2014, led by growth in India and China, the app economy is expected to to touch $25 billion this year, according to ABI Research. India is set to add nearly 20 crore additional devices to the worldwide installed base by 2014 and the app economy is also set to grow larger.

The argument is that content will remain king!

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