DPS version 2 is here….!


By Henrik Malmgreen, Editor in Chief


Today is DPS Day. Digital Publishing Solution - former known as Digital Publishing Suite - is here. But is it just an ordinary update, that Adobe launches? No, absolutely not…! DPS version 2 is a brand new ballgame for those who want to drive digital publishing a giant step further. A fact, that applies both to traditional publishing houses and companies.


With Digital Publishing Solution Adobe makes it easier than ever to create apps and deliver content to smartphones and tablets, and as the company expresses it in their press release, “Adobe is pioneering new ways for brands to deliver high-impact content to mobile apps”.


Notice the word “brands” - along with “it is easy to repurpose existing content, empowering marketers and designers to create immersive apps, without writing code” and “these apps can be targeted at internal audiences or made available, through popular app stores, for the general public”.


A big step into marketing

Notice another word, namely “marketers”. At Adobe Summit EMEA in London earlier this year, Adobe did an intense job preaching the possibilities for using digital publishing as a marketer. In London the connectivity with both Creative Cloud, Marketing Cloud as well as Experience Manager - all well known Adobe platforms - for sure was the gospel.


That’s why as well as being available as a standalone offering, Adobe DPS now is a core component of the 2015 release of Creative Cloud for enterprise and available as part of Adobe Experience Manager (AEM) Apps, that is a part of Adobe Marketing Cloud. But wait - there is more…!


It would be very difficult to encapsulate all of the major differences between DPS Version 1 - Digital Publishing Suite - and DPS Version 2 - Digital Publishing Solution - in just a few words. But cut down to basics one of the biggest newsworthy topics is the possibility to present and package content in several new forms.


Business as usual - up to now

Even if Digital Publishing Suite gave a variety of ways to publish interactive content, the whole concept of publishing pretty much has been business as usual. Whether a magazine was presented on the shelf at the newsstand round the corner or on the shelf in Newsstand on the iPad, it still was in the form of articles published as a periodical magazine.


New ways of presenting and packaging the content is now possible, because Digital Publishing Solution offers a much clearer separation between content and app structure. With Digital Publishing Suite - DPS 1 - you were limited to two views: the library, where readers saw a bunch of covers, and inside the folio itself.


So new ways of packaging content, continuous publishing with capabilities to push content live, readers now have more reasons to return frequently to DPS apps for fresh content and updates. Brands have more control over content through integration with AEM, content management systems like Drupal and WordPress as well as HTML design tools from Adobe and others - all while still supporting InDesign CC based workflows.


Embracing smartphones big time

It would not be fair to say, that digital publishing has left the tablet platform, but it is obvious, that digital publishing now embraces the smartphone platform big time. As Senior Product Manager Scott Dreier said it at Adobe Summit EMEA: “Users want content on mobile - not animated print on mobile”.


Apps created with Adobe DPS now deliver high-impact content to audiences in a uniquely intuitive way, and with the new collections feature, content is grouped together and delivered to smartphones and tablets on both iOS, Android and Windows. Absolutely parallel and with the same functionality, which up to now not has been the case.


Digital Publishing Solution also offers all of the app services needed to acquire and retain audiences, including push notifications, in-app messaging, intuitive search, content discovery and social network integration.


Analyzing reader behavior

With DPS 2 it is also easier to analyze, how the readers interact with the content. Access built-in analytics, powered by Adobe Analytics, captures online as well as offline data, and deliver retention analysis, acquisition tracking, funnel conversion and more. Adobe DPS also supports a variety of payment options for apps, such as single purchases, subscriptions and all-access models for publishers and enterprises who want to monetize content.


Furthermore, Adobe DPS now provides a new accounts control system that has been elevated to the enterprise level, enabling organizers to assign permissions to each person involved in the app creation process, both employees and outside agencies.


With more than 6,700 apps created by leading brands, including Audi, Celebrity Cruises, and Condé Nast, there have been more than 315 million app downloads to digital devices since the original launch in 2010, and customers who have released or are planning to release apps today built on this new release of DPS include Barneys, Qantas and the National Theatre of Great Britain.


The big question about pricing….!

Adobe Digital Publishing Solution is available as of today July 29th. But I am sure, you sit back with one big question: What is the price tag? To be honest - we do not know. As Adobe puts it in the press material: “Pricing is available upon request”.


Existing Adobe Digital Publishing Suite customers will get access to Adobe Digital Publishing Solution as part of their current license agreements and by clicking here potential customers get the opportunity to  explore the next generation of digital publishing through a free 30-day trial.


But if you are used to buying your DPS Pro version at your retailer or in Adobe’s web-shop, you will see, that the pricelist has vanished into thin air. You have to do some serious negotiation directly with Adobe - just as enterprise customers have been used to - and with this launch, Adobe at the same time introduces a brand new “Pay pr. Use Scheme”.