abannan UK
D I G I T A L

S O L U T I O N S

Abannan is an App based
digital publishing solution
that delivers branded
content for traditional
print media.

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We provide publishers of printed media with the most
cost effect means to deploy world leading, app based
publications. Utilising only the existing skill-set of a
publisher’s print design team, the solution harnesses the
full technical capabilities of tablets, smartphones and
computers to deliver the optimum experience to the user
and the maximum revenue to the publisher.

The abannan software solution and consultancy strategy
has been designed to harness the existing skill-set of the
publisher to allow them to create and ‘self-serve’ a world
class app-based digital version alongside the printed
title. The strategy protects the integrity of the brand and
provides an evolutionary path for the publishers existing
commercial model.

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Tablets SoLoMo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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The Abannan solution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Abannan – Market Leading Content Creation . . . . . . . . . . . . . . . .

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Support . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Opportunities for Advertisers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Stack Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Streamlined Workflow Designed for Publishers . . . . . . . . . . . . . . . 14
Content Management . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Delivery options . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Why only the Apple iPad/iPad Mini Tablet? . . . . . . . . . . . . . . . . . . 17
Market Share . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Maximising the Opportunity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
PC & Mac Reader . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Scalability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

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D I G I T A L

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abannan UK

Six key Advantages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

S O L U T I O N S

Contents

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We
provide
six key
Advantages

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Unsurpassed Quality - A much higher quality, more immersive experience for the reader
than any other solution. We facilitate the seamless integration of additional rich media
content (video, sound, interactive segments etc), to provide a much more interactive and
more ‘fluid’ experience to enhance the reader’s ‘journey’ through the publication.
Increased Effectiveness of Advertising - An ability to enhance the opportunities
for advertisers to utilise more appropriate formats for the 7” and 10” screen and
methods that will increase the effectiveness of the adverts that would have relied on
appearing opposite editorial content in the press version.
Increased Readership – Tablet optimised publications facilitate efficient and instant
growth in to a rapidly growing global market place. With the Abannan solution realising
the full potential of the tablet to deliver enhanced content, the publisher can differentiate
from potential competitors to fully exploit the opportunity.
Additional Revenue Stream – In most instances, registration for the app version of
the publication facilitates the capture of additional information (age, location etc) and
this can be used by Abannan to drive additional, targeted, advertising.
Control and Visibility - We give the publisher, complete visibility and control at all
times via the Abannan Content Management System and Campaign Management
System.
Hands on Support – Whilst we have an unrivalled content/campaign management
system, we are more than just a solution! We provide the face-to-face, hands on
assistance to help a club take the artwork they have produced for the existing printed
formats and develop a rich, immersive version that fully exploits the iPad’s interactive
capabilities and market the finished product to the customer.

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Tablets - SoLoMo

Publishers have had the opportunity to distribute electronic versions of printed publications
for many years, but research shows there has been very limited success. Consumers are
reluctant to take content delivered to desktop or laptop computers, due to the difficulty in
relaxing with a bulky device.
The tablet has created a unique environment that provides a powerful self-contained
device that is ideally suited to leisure uses.
The user interacts with the device like a magazine or book, in the relaxed environment
of the home (living room, kitchen and bedroom) and also in a variety of other relaxed
contexts such as travelling and holidays. Research predicts the tablet will increase in
volume and remain with the user more of the time due to the increased portability.
Whilst this means tablet users will increase their use individually, it will also mean that
the device will be used more collaboratively in social gatherings such as during pub
television audiences - deliver SoLoMo.
We have begun to accept that the consumer tends to interact with desktops and also laptops
in what we term a ‘lean forward’ experience and that ‘lean forward’ experience tends to
create a formal environment that is not suited to the consumption of leisure content.

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Social
Local
Mobile

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Tablet users demand a better experience. More than just static pages of
content that PDF page flippers provide. Redesigned content fully exploits
the processing power and graphical capabilities in conjunction with the
‘gesture’ navigation of the touch screen environment to increase the value of the content with interactive features like slide-shows, navigable content and rich media, such
as video and sound.
The current success stories have been achieved by providing an enriched experience
when compared to printed publications. Many of the early success stories have seen
publishers use extensive research within their subscriber base to establish a need
before investing large sums of money to create bespoke solutions that will deliver the
editorial content in a format that the tablet user will purchase.
Abannan create a digital publishing solution optimised around the existing standard
workflows of Adobe® InDesign, Adobe® DPS and QuarkXpress® to facilitate publishers
access to the full capabilities of the tablet at a fraction of the cost of investing in a
bespoke solution.
Abannan’s digital publishing model provides the means for publishers to exploit
segmentation and analytic opportunities to generate additional revenue from targeted
advertising.

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The Abannan Solution

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Digital Publishing is in a transitional stage with regard to the content that is
being made available to the consumer. Publishers have had the opportunity
to distribute electronic versions of printed publications for many years, but
research shows there has been very limited success. The first significant factor has
been that the consumer has been reluctant to take content that is delivered to desktop
or laptop computer, due to the difficulty in relaxing with a bulky device. We have
begun to accept that the consumer tends to interact with desktops and also laptops
in what we term a ‘lean forward’ experience and that ‘lean forward’ experience tends
to create a formal environment that is not suited to the consumption of leisure content.

The introduction of the 10” tablet computer, first by Apple and then with other
manufacturers has created a unique environment that provides a powerful selfcontained computing device that is ideally suited to leisure uses. The way the user
interacts with the device is more akin to how the contents of magazines or books are
consumed, in the relaxed environment of the home (living room, kitchen and bedroom)
and also in a variety of other relaxed contexts such as travelling and holidays. With the
introduction of the 7” tablet, market research predicts that existing use will increase in
volume but it also predicted that the tablet will remain with the user more of the time
due to the increased portability. Whilst this means tablet users will increase their use
individually, it will also mean that the device will be used more collaboratively in social
gatherings such as during pub television audiences.

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Although some of the evolution of this market place for publishers is being driven by the
‘lean back’ relaxed consumer experience that tablet device provides, more importantly in the
current commercial success has been delivering the right content to the reader. Tablet users
expect more than just static pages of content that the ‘page flippers’ provide. The current
success stories have been achieved by providing an enriched experience when compared to
printed publications. The redesigned content fully exploits the processing power and graphical
capabilities in conjunction with the ‘gesture’ navigation of the touch screen environment to
increase the value of the content with interactive features (e.g. slide-shows, navigable content)
and rich media (e.g. such video and sound).

Many of the early success stories have seen publishers use extensive research within their
subscriber base to establish a need before investing large sums of money to create bespoke
solutions that will deliver the editorial content in a format that the tablet user will purchase.

With the demand proven, Abannan saw an opportunity to create a digital publishing solution
that was optimised around the existing standard workflows of Adobe® InDesign, Adobe®
DPS and Quark® to facilitate publishers having access to the same full capabilities of the
tablet at a fraction of the cost of investing in a bespoke solution.

It was also apparent to us that digital publishing provides the means for publishers to exploit
the segmentation and analytic opportunities to generate additional revenue from targeted
advertising.

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Abannan – Market Leading Content Creation
Backed up by face-to-face consultancy, the resulting Abannan
service and software allows publishers to self-serve and re-deploy
existing printed content as market
leading digital publications via an
easy to use content management
and publishing management solution.
Under the full control of the client,
the Abannan team will work with a
publishing team to create a template that will accommodate the
generic structure of a publication
and go on to release the first live
issue without the client having to
commit any hands-on resource.

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Abannan
solution
provides
to the following
The AbannanThe
solution
provides
access
to theaccess
following
®
DigitalSuite
Publishing Suite
within Digital
the Adobe
opportunitiesopportunities
within the Adobe®
Publishing

• Hyperlinking (interactive contents)
·

Scrolling fields (text or imagery)

·

‘Click for more’ text and thumbnail images

·

Tabs and sliding tabs

·

Slideshows & Multistate Objects

·

Audio content (Autoplay or controlled)

·

Video content (Autoplay or controlled)

·

Hot Spot Toggle Buttons to choose image in main frame

·

Pan and zoom

·

Image Sequencing

·

Live Web content

·

HTML5 compatible

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Following the first issue, Abannan typically create the
second issue and in the process hand over the template
to the client and provide guidance for achieving an optimised workflow alongside the printed version. Once the
client gets to the third issue, they are self-serving with
minimal effort to create a digital version of their publication that maintains their branding but fully exploits the
full potential of the tablet, PC and Mac delivery channels.

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The Abannan Client Service team continue to work with the
client to optimise the use of the solution and evolve the design
of the digital publication in line with the evolution of their brand
and editorial requirements and also in line with analytical data
gathered about the customer journey.

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The Opportunities for Advertisers
AD

Tablet advertising presents a powerful new media opportunity,
allowing advertisers’ campaigns to deliver greater impact and
dwell time through video, sound and interactive content.
Rich media interactivity delivers significant uplifts in ROI. The
ability to insert pages according to known variables about the
consumer combined with geo targetting provide comprehensive
analytics deliver a completely new advertising model and non
traditional revenue stream.

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Rich media
advertising
represents
a powerful
creative
opportunity

Currently Available:
Content Downloads
What
Who (if provided)
When
How long it took
Hyperlinks to any external websites
Captured
Logged by time
Reporting
Automated delivery of raw data
in previously agreed format

Analytics
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Stack Plan
Below is an example of how an issue could look in a Plan or Stack view, it displays your content
in stacks (columns) reading left to right through the issue as you would in a magazine but
additional content contained in an article will scroll/swipe downward.

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Streamlined Workflow
Designed for Publishers

Adobe InDesign©

The Abannan Publisher Tool is desktop software that enables publishers/editors to
assemble their digital magazines seamlessly from Adobe InDesign©, QuarkXpress©
or PDF files.

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Desktop
Publisher tool

Key features:

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·

Content stacks can be easily added, removed and rearranged using any 		
mixture of the above products. Full or partial editions can be built at the click
of a button

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Publications can be viewed using the built-in Desktop Reader or sideloaded to
an iPad running the Publisher App

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Advert content can easily be viewed for approval

PC & Mac
Reader

App Store®

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Content Management
Once the content stacks are loaded to the publishing tool
the client approves the content, choose to allocate the
available advertising and publish at the touch of a button.

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Abannan takes a pragmatic approach to the devices that it supports
OVERVIEW

and will provide the means to target any viable digital device with an
app based reader that provides access to all of the advanced content that 		
Abannan takes a pragmatic approach to the devices that it supports and we provide
our publishing suite facilitates.
the means to target any viable digital device with an app based reader that provides
access to all of the advanced content that our publishing suite facilitates.

The current supported devices are
Apple iPad & iPad Mini
PC
Mac

The devices within our current development roadmap are
Apple iPhone

DELIVERY
OPTIONS
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Android phone & tablet
Windows Surface
Kindle Fire

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50.4%
18%
8.6%
9.4%

Why the Apple
iPad/iPad
Mini Tablet?
Existing Market Share
Apple currently dominates the tablet
market, although at first this may not
be obvious.
When you look at the latest market
share figures, Apple has 50.4% with
Android following up with 18% of the
market. Whilst the 18% that Android
suggests a significant opportunity
for more consumers you have to
also consider that this is made up
of 7 variants with 3 screen sizes/
proportions, with the largest single
variant only having 8% of the market.

Android Variant Spread

DONUT 1.6
ECLAIR 2.1
FROYO 2.2
GINGERBREAD 2.3+
HONEYCOMB 3.1+
ICE CREAM SANDWICH 4.0+
JELLYBEAN 4.1+

Daily Telegraph 6th November 2012

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0.2%
2.4%
9%
47.6%
1.5%
29.1%
10.2%

IMPORTANT NOTES
Android currently comprises
of over 7 variants (Jan 2013)
There are 3 aspect ratios of
screens across Android
Apple lost Market share due
to customers waiting for mini

Market Share through 2013
According to the investment banks, Apple will increase its global dominance
into 2013 with an overall 65% of the market, giving a total number sold of c.
200 Million by the end of 2013

Apple - Maximising the Opportunity
Android have fragmented their own market with the multiple variants of their operating
systems and the variations of screen size, meaning publishers have to create multiple versions of artwork for small numbers of potential users.
Apple have followed Samsung and others in the release of a smaller and cheaper version
of their tablet (the iPad Mini), but they have maintained the exact aspect ratio of the screen
(the proportion of the width to the height). The screen, combined with the fact that they
utilise an identical operating system across both, means any content that has been produced for a full size iPad will work seamlessly on an iPad Mini.

1024

apple

65%

samsung

16%

768

768

1024

4:3

iPad Mini

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4:3

iPad

kindle
asus

8%
7%

Apple will
increase
its global
dominance
into 2013 with
an overall
65% of the
market

Apple also enhanced their market place early on with their
unique approach to the app Store. To publish an app onto
the Apple iOS operating system, app developers have to
submit apps through a manual Apple vetting process that both ensures
that apps meet a minimum quality standard and that they also do not
saturate the market with duplicated apps. Using this system Apple
have built up a much higher degree of customer trust and controlled
piracy to much greater level than other providers.
Combined with a global billing solution that allows users to purchase
anywhere in the world in their local currency (including China where
Android has yet to set-up a billing solution), it has delivered a much
more stable, robust and ultimately viable market place.

Apple have built up a
much higher degree
of customer trust and
controlled piracy

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Unless anything significant changes, Abannan believe that Apple will
provide the only viable global tablet market for digital publishing until later
in 2013. We will continue to enhance the Apple solution in
conjunction with the PC and Mac apps and maintain
the Android and Microsoft development path in
readiness for market developments.
In January 2013 Abannan will also release an
Apple iPhone App version of the reader and
as the publishing market adopts the smaller
‘skinny’ format opportunities we will bring an
Android Phone reader version along shortly after.

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PC & Mac Reader

Abannan firmly believe that the tablet computer users will
increase in their dominance as the leading consumers of digital publishing content due to the availability and usage behaviour that the
tablet computer encourages. However, Abannan also recognise that
for the foreseeable future the Laptop and Desktop PC & Mac will still
be a viable market place for the right ‘reader product’ delivering the
right optimised content due to the sheer volume of PC users and Mac
users that are out there.
Abannan are still therefore firmly committed to providing the market
leading PC & Mac based technology to exploit all of the same interactive and rich media content that makes our publishing solution the
leader that it is. The PC & Mac reader will be developed in line with
tablet readers to ensure that there is consistency of the content that
is delivered across all the formats.

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Scalability
In recognition of the large spikes in demand associated with delivery of digital
publications in conjunction with live televised events, Abannan have developed an
infinitely scalable delivery mechanism utilising Windows Azure Cloud Platform.
The platform allows Abannan to deploy scalable instances of the solution to multiple
data centres across Europe, North America and Asia, minimising customer download
times and eliminating the potential for demand to exceed ability to deliver.

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Abannan

App Store®

Infinitely scalable
in line with demand

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Apple will
increase
its global
dominance
into 2013 with
an overall
65% of the
market

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abannan UK
D I G I T A L

S O L U T I O N S

Go to abannan.com for more information or
contact your abannan sales representative