Special Report: Digital Comics Leverage Apple iPad Tablet PC

Digital comics existed before the Apple iPad, but it was previously limited to PCs or smartphones with smaller screens. iPad has brought new vitality to digital comics due to its large display size, rich colors, and portability.

After the iPad was released in 2010, Comixology launched the first digital comics application Comixology for the iPad, allowing users to purchase, store, and read comics on the iPad.

Later in 2009, the iPhone version of the Comixology app was available, but it was not until the launch of the Comixology app for iPad that the potential of digital comics was discovered. Comixology flaunts the digital comic reading experience close to the cinema experience, using the Guided View mode to mimic the effects of eye tracking print pages.

In Guided View mode, users can read the entire page in full, rather than page by page. David Steinberger, CEO of Comixology, said that about 50% of users use Guided View mode instead of full-page mode.

As Comixology began to supply comics published by comics giants Marvel and DC, content transactions followed. Comixology helped the two largest publishers launch their proprietary apps on the Apple iTunes App Store. Comixology also developed specific applications named after the comic titles, such as the Scott Pilgrim application for running only Scott Pilgrim books. The reason for this is simple: search for the specific application in the iTunes App Store is the easiest. When a film of the same name is released, specific applications are more useful. People want to read books with the same name as the movie.

Audience diversity and growth According to Sternberg, one of the interesting effects of digital comics on tablets and smartphones is the ability to attract new consumers who are unfamiliar with comics. For example, digital viewers prefer pop culture compared to traditional comic books. After the series' walking dead comic "Walking Dead" comics debuted, the sales of digital comics sold through the Comixology app surged, perhaps because casual users didn't know the location of local comic bookstores or why they didn't want to go to comic bookstores.

Stenberger said: “Traditional comic distribution channels are no longer smooth, comics are no longer sold through newsstands, traditional stores, and are sold only by distributors. Distribution channels are declining. But the digital comic market has great potential.”

Stenberger pointed out that the Comixology application includes a retailer looking for tools, and that Comixology is helping to enhance the position of competitors such as traditional retailers. This may seem weird, but it is actually a win-win model. He said: "Everybody thinks that we will steal the market share of the traditional manufacturers. We think the comic market has just started and there is a huge opportunity to expand the market. We think it is a good thing for everyone to come to know comics. ”

Publishing and pricing The most important reason for choosing digital comics is that users can have a lot of storage space and content. It is also very easy to look through previous comics. Users no longer have the trouble of losing one or two copies of a large collection of comics.

To please real comic fans, Comixology and competitors Graphic. Ly needs to publish the digital version on the same day as the print comics. This model has been released on the same day and is usually released on Wednesday. Some publishers already use this model.

Another issue is pricing. Most digital comics are priced at 99 cents and $1.99 per issue. The current price is $2.99 ​​or the same price as the printed version. Because the comics are protected by DRM, some readers will find the pricing unreasonable.

Stenberg admitted that DRM may be awful, but he has to do it. If you do not accept DRM protection, publishers will not allow comics to be digitized. Because Comixology not only delivers content through the iOS platform, but also delivers content over the web and Android devices, these seamless reading and downloading experiences are expected to make DRM less obtrusive.

One of the ways publishers can lower their prices is not to distribute digital comics through third-party distributors, but to publish them on their own. For example, Viz Media and Dark Horse have developed their own applications that users can download through the iTunes App Store. The digital comics are cheaper than the printed cartoons. The Digiz comics are sold at half price. The Dark Horse charges about 1.49 US dollars per comic. Dark Horse further reduced prices by avoiding Apple’s e-commerce system, redirecting users to the mobile version of the Safari app for comics, much like the Amazon Kindle app.

Expansion of the market Comixology first entered the digital comics market,. Ly is about to become a considerable competitor to Comixology. Graphic. Ly has developed applications for iPhone, iPad and Android devices. Although the vendor has not developed too many applications, it has reached an agreement with Marvel to become the only Android application vendor to release Marvel Comics. Android apps developed by Comixology block Marvel content. Graphic. Ly also adds social elements to the app, allowing users to form discussion groups, share reviews on Facebook, and view friend reviews.

Comixology focuses on the iOS platform and has recently been optimistic about the Android platform by working with Google to improve the in-app purchase experience. But Stenberg admitted that everything should be attributed to Apple. He said: "Without Apple, there will be no digital comics market. Apple makes users realize that they need to use Apple devices to buy digital content. Apple devices are for rich picture content."

Digital future Stengberg said when talking about the future of digital comics, publishers first need to accept digital copies of the same day release model, retailers and publishers are worried that the distribution model will weaken its sales.

He said: “A large amount of data obtained through the sale of the “Walking Dead” comics shows that sales of the “Walking Dead” printed version have also increased substantially. We are expanding the market, not bringing disaster to retailers and helping them. Popularity is good for everyone."

Comixology recently launched a digital retail store for retailers, and retailers can sell comics online. Stenberger said that digital retail stores are the revenue-generating approach of retailers and they hope retailers can do better.

Comixology also launches a distribution portal for self-publishers and independent creators. After users register, they can submit books, set Guided View system, use their own software to create digital comics, and the comics will enter the Comixology store for sale. Obviously, Comixology will extract 1% of sales, but this is not the best way for users to distribute their own published comics.

Stenberger said: “There is room for growth in the digital comics market. We still love print comics. But the digital format is suitable for people who have given up on space for comics in 20 years. It is suitable for those who travel and do not want to carry a lot of comic books. People. We heard a lot of stories about comic fans. They put the collection of comics in the garage or basement a few years ago because we launched digital comics and rekindled previous passions."