What's the real value of a publisher's iPad investment, today? Beyond usership numbers -- which are still quite modest -- the branding possibilities "can't really be overstated," says Sarah Rotman
Epps, Analyst, Consumer Product Strategy, Forrester Research. "Numbers tell part of the story, but not the whole thing." Also of note, the revenue for impression that publishers can charge on
something like an iPad is very attractive.
More broadly, the future for publishers is "app centric and multiplatform," according to Rotman. "Even browsers are starting to feature apps." Why?
Apps allow publishers to deliver this curated experience to users -- some which they can charge a premium for. Users increasingly want go "go deeper" with apps, Rotman says. Browsers will play a role,
but it will be different, she added. Also, publishers and device-makers should take heart in Rotman's belief that Apple isn't indestructible.