El 90% de las editoriales invierte en la creación de apps para tablets

Las editoriales están realizando importantes inversiones en la creación de apps para iPhone y iPad, dispositivos que prometen muchas ganancias para las empresas especializadas en medios. Pero un estudio realizado por la agencia Bulletproof Media que analizó las diferentes estrategias de negocio que rodean a estos dispositivos, muestran que no generan gran disposición de compra en los clientes.

La apuesta por las apps de editoriales y marcas multinacionales, no es extraño. La tendencia del uso diario de smartphones y tablets, llama a las marcas a representar su imagen dentro de estos aparatos de moda. Sin embargo, los resultados de Bulletproof Media muestran que existen muchos errores dentro de estas innovadoras plataformas. Sobre todo, se habla de que en temas de usabilidad, las aplicaciones aún dejan mucho que desear. Lo que sí está claro es que las editoriales apuestan por diferentes apps tanto para el smartphone como para la tablet PC, porque reconocen que el uso de ambos dispositivos es diferente.

Las marcas de editoriales también tienen en cuenta que no todos los usuarios están dispuestos a pagar por aplicaciones, sobre todo, los usuarios de iPhones. Este tipo de target prefiere bajar una aplicación sin coste que sólo solicite dinero si se ofrecen contenidos exclusivos. Sin embargo, los usuarios de iPad están más dispuestos a pagar por suscripciones a revistas digitales. Es por eso que, las marcas entrevistadas aseguraron que este año el 90% de ellos crearía una app para el iPad.

Lo más mencionado en este estudio han sido los dispositivos de la compañía americana Apple, aunque las marcas entrevistadas por Bulletproof Media aseguran renunciar a este monopolio. La creación de aplicaciones para tabletas PC de otras casas se encuentra actualmente en marcha, ya que según los entrevistados, este cambio hará posible llegar a más personas.

Fw: Abbott renueva su web corporativa

Estimado/a amigo/a:

La nueva web corporativa de Abbott, www.abbott.es, integra las nuevas divisiones comerciales, los productos y los centros de operaciones que la compañía tiene en nuestro país. El nuevo diseño responde a la apuesta decidida de crecimiento y diversificación del modelo de negocio de Abbott en el mundo.

"Este nuevo site refleja perfectamente nuestra presencia en España", según Esteban Plata, Presidente y Consejero Delegado, quien añade que "era el momento de que nuestra presencia online reflejara la dimensión real y el papel que Abbott juega en el sistema sanitario español a través de su diversificado portafolio de productos farmacéuticos y médicos, los cuales incluyen productos nutricionales, dispositivos médicos y de diagnóstico". 

What Doctors Do With Their Smartphones // Pharmalot

What Doctors Do With Their Smartphones // Pharmalot: "What Doctors Do With Their Smartphones
1 Comment
By Ed Silverman // March 31st, 2011 // 7:34 am
Control yourselves. This is all business. A new survey of nearly than 5,500 docs finds that ownership, not surprisingly, is up, with 67 percent of specialists and 61 percent of primary care physicians now possessing these addictive little appendages. Pediatricians are lagging a bit as only 59 percent admit to ownership, but that represents an 11 percent increase from last year."

And what about tablets? These, too, are gaining ground - 27 percent of both specialists and PCPs have one, although we do not know if they favor the iPad over the Nook or Kindle, for instance. However, this would suggest five times as many docs own a tablet compared with the population at large, according to Knowledge Networks, which conducted the survey (see the statement).

But what are they doing with these devices? Besides more shopping, they look at medical apps. About three-quarters of specialists and PCPs view Epocrates, which appears to be the most widely used app of this sort. In general, 40 percent of pediatricians use drug reference apps, compared with 30 percent among specialists. But only 6 percent of specialists and PCPs use apps from drugmakers.

There is more, though. Last year, 24 percent of PCPs used a smartphone or tablet for e-detailing, up from 18 percent, while specialists indicated a similar increase - 22 percent, up from 17 percent. And more of them are using the devices for online surveys (such as this one, no doubt); half of PCPs use them in this way, up from 31 percent. Ditto for specialists - 41 percent, up from 24 percent.

Separately, the docs were asked about sales reps, a question that comes up in so many surveys these days. And so, 61 percent of PCPs and 50 percent of specialists still maintaining an open door policy. Why? A face-to-face meeting is preferred by 79 percent of PCPs and 74 percent of specialists, although docs older than 55 skewed higher than those 40 and under. E-detailing was cited by only 23 percent of PCPs and 28 percent of specialists, with the over-55 set only slightly less enamored.

Popular Science iPad Edition Has Sold 10,000 Subscriptions

| MediaWorks - Advertising Age: "
Only Apple Knows Who's Subscribing, but They're Paying for Digital Content

By: Nat Ives March 29, 2011

RELATED STORIES

Why Elle, Nylon and Pop Sci Said Yes to Apple's iPad Subscription Terms

Nylon Thinks Subscribers Will Share Data, but Will Settle for Their Money if Not

Popular Science magazine sold the 10,000th subscription to its iPad edition sometime on Sunday, nearly six weeks after accepting Apple's terms for selling subs on its tablet. That's a speck compared to the title's nearly 1.2 million print subscriptions, but a significant early foothold for digital magazine subscriptions on the iPad.

"We are very excited," said Gregg Hano, VP-group publisher at the Bonnier Technology Group, which includes Popular Science. "We really did not have any expectation of what would happen because we're really pioneers."

Issue-by-issue sales of magazines' iPad editions got off to a slow start last year, but many publishers said the new platform's real test wouldn't begin until they could offer subscriptions. Then when Apple finally introduced a system for iPad subscriptions last month, its terms left many publishers disappointed. Publishers can't know anything about their own subscribers through the App Store, Apple said, unless subscribers explicitly allow Apple to share their information. Most publishers, who want a direct connection with their readers for marketing purposes, passed.

But Popular Science jumped in, calling Apple's subscription system a step in the right direction. Now Pop Sci has 10,000 iPad subscribers, each paying $14.99 for a one-year subscription, a little more expensive than the $12.99 print subscription currently available on the magazine's website.

Pop Sci also sold about 2,500 individual copies of the iPad edition's March issue at $4.99 each, the same as it costs in print.

"We've been averaging 10,000 to 12,000 unit sales per month almost since the beginning," Mr. Hano said. "Now we're going to be above that in March. We're inching up over that. And we look forward to continuing to see subscriptions grow. Hopefully people keep testing Popular Science on their tablets and then hopefully come back and subscribing."

Apple's rules mean, however, that Popular Science does not know whether it's finding an entirely new audience or just shifting print subscribers, whose names and contact information it knows, to the considerably more opaque tablet.

"We don't have any information on where the subscribers are coming from or whether or not they are or are not print subscribers," Mr. Hano said. "Nor do we at this time know the number of people who have opted in to share their data with us."

Popular Science averaged total paid and verified circulation of 1.3 million over the second half of last year, according to its report with the Audit Bureau of Circulations.