For my case
study, I looked at an innovative digital publishing start-up called Inkling.
The company primarily works with educational publishers to convert their paper
textbooks into a digital format. However, rather than simply scanning a copy of
the textbook to achieve this aim, Inkling instead re-builds the books
specifically for use on an iPad. The result is that the textbooks are
transformed into multimedia-enriched interactive experiences complete with
graphics, 3D diagrams, audio clips, videos and a variety of interactive
features. It is undoubtedly an incredible product which has the ability to
engage students and change the entire learning experience. Students no longer
just simply read the book, but instead play a part in creating its content.
What I
found particularly interesting about Inkling, however, is that despite being
confident in the quality of its product, the company realises that it does not
matter how good it is if no one knows about it. That is why the company has
developed a strategy to use Google as a storefront for its titles in the hope
that it can get to customers before they get to Amazon. It is a lesson that
companies always must look at the big picture and constantly strive to achieve
new ways of improving, promoting, distributing and ultimately selling their
products in order to be successful.
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