Inkling takes aim at Amazon
Inkling, the three-year-old start-up that transforms bulky textbooks into an interactive experience for the iPad and other tablet devices, launched on Tuesday an ambitious new publishing and search platform aimed for non-fiction content such as books on wine and cooking or ones that covers topics like pregnancy.
Inkling is taking on the big cheeses of distribution by making content produced on the Inkling platform easier to search through Google. So the titles or chapters or just a page of a relevant book will pop up when someone is seeking a specific topic.
“The problem is people don’t start to search on Amazon,” said Matt MacInnis, founder and CEO of Inkling. “They start on Google and end up on Amazon.”
It also introduced a new open publishing platform that lets multiple people work on one project giving authors a tool to create books expressly for an interactive environment. Anyone can use the platform called “Habitat” to create material. Inkling gets roughly a 30 percent cut of sales or a publisher can license the platform.
Pearson (which is an investor in Inkling), HarperCollins, McGraw-Hill and Wolters-Kluwer are just some of the publishers who are using Inkling’s Habitat.
“They are about two or three years ahead for creating next generation interactive learning product,” said Jerome Grant, chief learning officer at Pearson Education.