Angry Birds Overturn The Book Publishing Cart

Rovio announces Angry Birds book app: Live from Frankfurt Book Fair

Rovio Entertainment, the Finnish company whose “Angry Birds” app has now been downloaded over 1 billion times, announced its first book app, an iOS cookbook app called “Bad Piggies’ Best Egg Recipes,” at the Frankfurt Book Fair on Thursday afternoon.

The print version of the book, which Rovio published last year, goes by the same title, but the app is “not just a book,” said Peter Vesterbacka, Angry Birds CMO. “We took the content from the book, 41 egg recipes, but didn’t want to just take the book, make a PDF and sell it to people. We actually made it a lot more interactive.”

“Bad Piggies’ Best Egg Recipes” is on sale for an introductory price of $0.99 or €0.79 in the iTunes Store and includes step-by-step photo instructions, an egg timer and photos of the finished dishes. Users can also upload their own pictures of the recipes they make. A Chinese-language version of the app, featuring some additional recipes and photos, will be available in the Chinese app store soon.

Boldfaced emphasis added by me.

Why is this such a frikkin big deal?

Because this is the price of the print edition:

Click = big

So they are selling an app-book for one-tenth of the print version’s discount price. One-tenth!

It’s Thursday, but I just know they’ve started to break out the liquor in NYC at the publishing houses without waiting for tomorrow, their traditional day! All of them thought app-books would lead to an increase in price and profits through fatter margins!

And this:

“We’re not looking thousands or tens of thousands of downloads,” he [Peter Vesterbacka, Angry Birds CMO] continued, “we’re looking for millions of downloads of this book…We’re going for massive, massive volume.”

Boldfaced emphasis added by me.

He gets it. None of the Big Six of publishing — or the Little Sixes of it — do.

What if the Big Six started massively discounting their frontlist titles, going for that volume instead of trying to bleed each reader for the most they could squeeze out of them? They’d be able to transition their businesses to e faster and make lots more money in the process — and also help to thwart piracy!

Prior posts about pricing:

Kill Agency Pricing Dead, Ms. Pozen!
1915: How Price Fixing Really Works
Barnes & Noble: We Don’t Want Ninety-Nine Cent eBooks!
The Road To 2015
The Ninety-Nine Cents Of Doom
Free Is The Last Resort Of Bad Marketing
But Could It Have Been FOUR Million?
What Are Kindle Sample Conversion Rates?
A Pricing Post For The Future
Interesting Angle On eBook Pricing
Writer Barry Eisler On eBook Pricing
Tell Publishers Why You Didn’t Buy A Book
How To Price Anchor
More About Pricing
The Bonfire Of The Print Publishing Dunces
Price-Fixing Agency Model Titanic Hits Iceberg
The Price Revolution Begins
The Forgotten Lesson
The Desperate Mood Swings Of John Sargent
The Desperate Mood Swings Of Carolyn Reidy
Print Publishing: You’re NOT OPEC!
eBook Publishers: Listen To Jane!
DC Comics Slashes Prices, Will eBooks Learn?
Random House’s Marcus Dohle Has A Moment Of Stupid
Rattling The Publishing Cage Again
Pretty Pricing Picture For Print Publishing



Filed under Digital Book, Digital Overthrow, Marketing, Pricing

3 responses to “Angry Birds Overturn The Book Publishing Cart

  1. Pingback: Books. News. Books. | The Wapshott Press

  2. Pingback: Angry Birds Overturn The Book Publishing Cart | Pobre Gutenberg |

  3. Bill

    Finally, a little sense in the eBook world. I agree, $9.99 for a book I could buy at the library sale for 25cents is an OUTRAGEOUS markup. And, I can’t give it back to the library for them to see again when I’m done. I am a voracious reader and go through two to three paperbacks a week. I’d go broke doing it using eBooks. If the publishers would have some 99cent deals, I’d bite. But to pay ten to twenty times that? Hellsnooo

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