Selection & Expectations
Oceanhouse Media (OM) is the little publisher that could. Set alongside giant publishing houses with accomplished children's publications such as HarperCollins, Random House and Scholastic, Oceanhouse Media is doing something different. Instead of focusing on physical books to sell to readers, they set out to establish an exclusive app based publication that was available across multiple platforms such as Apple and Android. This was the primary reason that I chose Oceanhouse Media. In a publishing world that has started to establish itself as digital, Oceanhouse was already operating with an all-digital platform. I wanted to choose an unconventional publisher who was dedicated to trying something new and keeping up with the changing technology. While publishers are slow to embrace digital technology, I wanted a publisher who was waist deep in it and that is what I found with Oceanhouse Media.
My initial expectations on tracking OM was to learn something new about establishing a presence in an app based publication. With e-readers such as the Kindle and Nook as well as all the Apple products, I was interested to learn how OM was capable of letting consumers know that they existed. I also was expecting to get a better understanding of how often books were made available and the accessibility that OM had to beloved children's authors.
Digital Strategy
Since Oceanhouse media only publishes ebooks, its’ digital strategy is to continue to bring license digital rights from publishers to make more children's ebooks available. Currently, OM has license agreements to publish books from Dr. Seuss Enterprises, Hougton Miffin Harcourt Publishing Company, HarperCollins, Child Matters Media and others. Employee software engineers with video game backgrounds, OM has the tools needed to remain competitive and make their apps more interactive and fun for young readers. One testimonial about OM expertise stated:
“Talent doesn't grow on trees. You've either "got it" or you don't. Oceanhouse Media have "it": an outfit that not only knows what they WANT to do, but have also mastered HOW to do it; and, most importantly, how to improve by what they learn: our original art looks great, the gameplay is smooth, the sounds are excellent, and the overall support and interaction – with both licensor and customer – is calm and joyous. We were consulted and encouraged to contribute as little or as much as we felt was important, and our overall take-away feeling makes us want to keep coming back for more. How many editors, producers or partners can YOU say that about?”
— Ari Frankel, Founder, child matters media, Once Upon a Potty: Boy, Once Upon a Potty: Girl
Coupled with an all-digital platform, the positioning of the apps available on the home page makes OM sales strategy strong.
http://www.oceanhousemedia.com/products/
If you'll notice, the first thing the potential customer views is a preview of about twelve omBooks that are available to purchase. I am a firm believer that if you post them, they will buy. I know for myself that I am more likely to buy a book based on the cover. When searching for titles on my Nook, covers are rarely available and hence the reason I only have about five books on my e-reader. However, Oceanhouse Media has not only provided the cover of the titles for sale, they are on the first page and the first thing you see before any traditional written information. The first page says it all: we're a publisher who has these titles available. Please buy.
Now, in contrast to another children's book publisher, Ruckus Media Group, their webpage still has apps on their home page but not as readily in your face as Oceanhouse Media. On Ruckus' page, I had to think about what was going on instead of knowing that they sell children book's apps:
http://www.ruckusmediagroup.com/
Another strategy is the power of a sale and social media. Every few weeks, there is a featured title that is on sale. With the regularity of the sales, OM can entice more consumers to come back each week to check out the sale and buy. Most of the books that are featured on sale are from beloved childhood books such as The Berenstain Bears.
Featured App
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Also, OM has taken advantage of the power of social media, especially Twitter. @OceanhouseMedia has engaged followers in discussions and Twitter parties. The discussions are based on topics about the new apps available, issues that are affecting children and usually include sales and prizes for those who participate. It also is a good marketing technique to use twitter because it helps update followers on what new apps are available. Examples are below:
OceanhouseMedia Natalie Aller
OK - about to post giveaway number 2! This one is for Mr. Brown Can MOO! #OMApps
OceanhouseMedia Natalie Aller
Our last giveaway will be for Dr. Seuss’s ABC. Enter to #WIN by guessing how many earths can fit inside the sun! #OMApps
OceanhouseMedia Natalie Aller
Let’s begin! When do your kids use iPads/smartphones most? At home, school, in the car, while they’re out with you? #OMApps
I created a post that incorporates one of the Twitter parties that OM had for Halloween and also to discuss the national trend of childhood bullying:
http://whatchadoingoceanhousemedia.blogspot.com/2011/10/pick-pumpkin-not-person.html
I believe OM primary digital publishing strategy is to make their apps to every digital consumers. Apps are available on the iPhone, iPad, iPod Touch, Android and NOOK Color. Also, a huge win for OM was obtaining the digital rights for the Dr. Seuss books. When I think of books from my childhood, I can guarantee that I had almost all the Dr. Seuss books available and my nephew is still being read Dr. Seuss. Now that OM has obtained the rights, the library of children's books just got a boost. That being said, a major strategy is to get books that are by renowned authors that children have read for generations. Dr. Seuss and The Berenstain Bears are just two collections that OM have obtained that have now transitioned to the digital world.
Significant Events
Business:
A huge, and previously noted, business event was when OM secured the digital rights to publish all of Dr. Seuss' books.
http://whatchadoingoceanhousemedia.blogspot.com/2011/09/dr-seuss-has-landed.html
“Oceanhouse Media has been a great partner to assist us in navigating the digital landscape. Dr. Seuss revolutionized picture books with his classic The Cat in the Hat. Now the digital versions of his books captivate young readers just like Dr. Seuss would have wanted. What a wonderful way to continue his legacy!”
— Susan Brandt, President, Dr. Seuss Enterprises
This huge deal definitely made a ripple in the children's publishing world. Dr. Seuss is probably the most popular children's author of all time and OM secured the digital rights to develop the book into Apps. Press of the news:
http://www.10news.com/video/29055825/index.html
http://www.fox5sandiego.com/news/kswb-seuss-application,0,6277749.story
Technology
OM has done an excellent job in keeping up with new technology that has become available. When the Kindle Fire came out, Oceanhouse was sure to post a message on its’ website to allow readers know that OM books were available in the Kindle Fire App's store. Similarly, when HP's touch pad was available, OM made sure OM apps were available in HP's App Catalogue:
http://whatchadoingoceanhousemedia.blogspot.com/2011/11/oceanhouse-conquers-new-territory.html
It is evident that as technology crosses over to a variety of different operating systems and reader platforms, OM has made sure that its’ products are available for purchase. Although Ruckus Media is a smaller, start-up publishing company, I could not find on their website what operating systems and devices their books were available on.
It was also interesting to note that OM started a new educational line of books called The Cat in the Hat Learning Library. Their first book in the line, There's No Place Like Space, introduced special features that including allowing children to move planets and expose star constellation. Instead of having static images, the feature allowed reader interaction with what was on the screen.
http://whatchadoingoceanhousemedia.blogspot.com/2011/11/educational-line-gets-started.html
Children using ebooks to learn is another innovation that can enhance the learning experience. As the NPR article below states, downloading apps to read for your children is a new way for children to learn:
http://www.npr.org/2011/03/28/134663712/childrens-book-apps-a-new-world-of-learning?sc=tw&cc=share
Awards
Over the tracking period, the most notable event was when OM won the TechAmerica High Tech Award. This award celebrates excellence in technology and most notably, OM won the award for bringing over 250 children's apps to multiple devices. It is quite a distinguished award given to a deserving company that uses technology to be innovative. It is just another example of why I chose Oceanhouse Media because they obviously have a grasps on what publishing is becoming and have created a niche.
http://whatchadoingoceanhousemedia.blogspot.com/2011/11/oceanhouse-media-awarded-high-tech.html
http://news.yahoo.com/oceanhouse-media-named-winner-techamerica-high-tech-award-220223029.html
Trends
There was one notable trend that I noticed while tracking OM. It was each time a new device came out, i.e. The Kindle Fire or the HP Touch Pad, the publisher would update its’ News section to inform readers that OMbooks were available on these new devices. Ebook availability is limited so it was a point of interest that OM made sure to let readers know that if they purchased a new device, OM was probably available on that platform. OM has a library of over 250 apps and if OMis available on your device, you had access to the same 250 apps.
http://www.oceanhousemedia.com/news/03nov11/
For me, this was great. I know that there are times when I wish that I knew beforehand whether a book I wanted was available as an e-book. With OM making an announcement that their books were available, there was no guesswork. Less guess works makes for a happy consumer. When I went to HarperCollins Children's book website, I was overwhelmed with the different options just to reach the "buy" a book:
http://www.harpercollinschildrens.com/
Once I selected a book I wanted to purchase, I was given more options for ebook retailers, and that did not guarantee that those books were available.
http://www.harpercollinschildrens.com/Kids/Purchase.aspx?isbn13=9780061962783
Since OM is an app based publisher, all the books they have are available as ebooks. Simplicity makes them brilliant.
Analysis of Prospects
I can openly and proudly say that I believe Oceanhouse Media is going to go far in the digital world. Although it has started as a children's publisher, it would not be hard to imagine that they would soon venture out into the world of young adult and adult literature. I was quite impressed with the expansion of the learning wing of the publisher because it makes sense. Children are always learning so why not have an entire branch of the company dedicated to books where children can play and learn.
I think this is a company that is moving forward. They clearly have a grasps that the reading world is going digital. Devices are being made available and as more adults go digital, the more their children will learn digital. With that in mind, OM continued to make their apps available across multiple platforms.
Recommendations
I do not have any recommendations for Oceanhouse Media. Their apps are available on all Apple devices, HP tablet, Nook and Droid. I believe this publisher is a head of the curve for digital publishing. They are creating innovative apps, they are winning awards and they have integrated social media for marketing. I do not believe I could add anything to make them anymore successful.
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