I wrote a short piece for The Conversation (a website that disseminates academic research and provides analysis of news by academic researcher on) on the rationale behind Mills & Boon’s move into mobile apps.
Mills & Boon, like other book publishers, has been dramatically impacted by digital technology and the associated changes in consumer behaviour, such as the move from physical to electronic books. Unlike other publishers, though, Mills & Boon has embraced and quickly adapted to these changes, for instance setting up their own e-commerce platform, or selling books and e-books through Amazon and its e-reading platform Kindle. Earlier this year, Mills & Boon went one step further and launched their own mobile reading app.
In this article I review the pros and cons of launching a branded mobile app, and discuss whether it is possible for other publishers to do the same.
Do you prefer to buy your e-books from a third party like Amazon, or do / would you like to buy directly from the publisher?