Digital service for enhancing the experience of buying and owning illustrated books

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There has been widespread digital disruption in the publishing industry from newspapers to magazines to books. However, most illustrated book publishers have remained firmly in the book-as-a-physical object domain, focusing on producing high quality books to collect and display or for professinal/academic use. Thames&Hudson (T&H) is a leading publisher and distributor of books on the visual culture, including art, architecture, design, fashion, film, music, and children's books. It has retained a traditional sales and distribution model working with bricks&mortar and online retailers. However, reaching and engaging with as well as understanding the needs of the end consumers remains a challenge and an opportunity. As the digital (ebook) consumption of illustrated books is minimal compared to non-illustrated fiction books, this project aims to investigate how mobile technology can enhance and augment the physical experience of discovering and buying and ultimately enjoying such books, what the main customer segments are, what are their motivations for owning a physical copy and what are their unmet needs in the digital space. T&H will be working with one subcontractor specialised in early stage design.