2019-02-16 13:10:50
What Happened When A Digital Textbook Company Was Forced To Redefine Its Customers | Fast Company | Business + Innovation books/market data/Scrapbook

MacInnis, who previously worked for Apple, knew the soon-to-be-launched iPad held great potential for the education market. Bringing a boring and bulky science textbook onto a tablet in an easy-to-digest format that incorporated quizzes and videos, would make learning fun.

The Industry That Didn’t Want to Innovate

The problem was textbook publishers were slow to want to digitize their content. “They were still making a lot of their money off books,” says McInnis. To make matters worse, the small number of textbook publishers that made up the industry weren’t feeling the competitive pressures to innovate. Despite these challenges, Inkling continued to focus on their vision of digitizing textbooks, without realizing the infrastructure they had built was applicable to many other area

via What Happened When A Digital Textbook Company Was Forced To Redefine Its Customers | Fast Company | Business + Innovation.

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