Earlier this month, Apple did something which by now they seem to have mastered - launch yet another killer product that has left everyone spellbound.  Even those who are picking holes in the product can’t stop talking about it.  Because, notwithstanding all the shortcomings (Read, no flash, just one USB port, 4:3 screen display, etc.), everybody knows that it will sell in millions.

For those in the publishing industry the launch of iPad meant a little more. By launching a device that supports rich multimedia, eBooks, eBook Reader, etc. backed by a full fledged iBookstore, Apple has sounded their arrival into the eBook market in style.  While the Amazons, Barnes & Nobles, Sony, etc will go in to a huddle in their respective boardrooms to devise a counter strategy, the Publishing community has much to cheer about.  So, what could be the single most talked about topic in the publisher organization.  May be figuring out how to get their content ready for the iPad.

Isn’t that quite obvious.  Here is a device that packs eBook functionality unlike any of its predecessors.  The leap from e-ink to full color graphics, and complete multimedia support opens exciting opportunities for the publishers. It is said that the iPad supports epub format, and has proprietary DRM in the mix to allay any copyright worries for the publisher.  Publishers that have already have an epub strategy will probably find it easier to capitalize than those that do not.  But, they still have the challenge of devising a strategy for the iPad specifically as their earlier strategies were probably built around the standard devices like the Kindle, Sony Reader, etc. In other words, having their content in epub format is just not going to be enough for publishers; not if they want to harness the power and performance of iPad optimally.

Let’s just give it some thought.  STM Publishers can now have eBooks that are rich in multimedia illustrations, and exciting ancillary content built around their existing content that makes the learning experience more interesting and absorbing.  K-12 publishers can build Talking eBooks, animated storybooks, etc. that redefines the way a child interacts and relates to books and characters in books. There are many that agree that the iPad could be the ultimate plaything for a child. A child likes to touch and feel, hold, push buttons, etc, and the iPad allows all this and more, making a very strong case for more and more interactive content for children. WARREN BUCKLEITNER, in his blog on NY Times, stresses that this is a new outlet for storytellers.  And, publishers are storytellers, and the iPad has just made it more exciting.

Like many of us in the publishing industry, I have been closely monitoring the recent wave of e-book coverage in the consumer media. We have seen powerful headlines such as “B&N Launches Kindle Killer” (Wall Street Journal) and “Is Amazon Taking Over the Book Business” (Time Magazine) and questions abound: Are we nearing Malcolm Gladwell’s proverbial tipping point? Will e-books sales capture a substantial share of the overall market in the next few years? Are Jeff Bezos and Steve Riggio going to rumble? Possibly.

Amazon and Barnes & Noble certainly continue to move the needle by developing new technologies, engaging new partners and driving consumer awareness. But I would like to offer a slightly less “sexy” story angle. Perhaps this isn’t a race for inter-stellar domination between two massive companies. Perhaps the story is not about one viewer or one “e-book megacenter” as the NY Times so eloquently described it. Perhaps this isn’t even about Amazon or B&N or Google, Apple, Sony or whoever comes next.

In my opinion, this is not an “either/or” proposition. This is about how publishers can learn from each other; how we all benefit from technological advancements; and, what we can discover from the new business models that are currently being tested.

Beyond the technology, the alliances and the giant marketing budgets of Amazon and B&N, the key to success for publishers of all sizes is building platforms that connect them with their end-users in meaningful ways. Publishers need to harness that data and produce strong, lasting consumer relationships. The publishers who best understand their consumers and grasp what they really want will lead the way.

The future is bright for the Davids and the Goliaths.