The digital publishing initiative was meant to enhance customer experience, considerably reduce development time, publish multiple formats for the mobile platform, and complement existing content (marketing resources, materials and communications) and in some cases replace it.
The customer is moving from traditional devices to the mobile platform. Marketing needed to engage them quickly and effectively. Existing content, in the form of clunky websites, presentations and learning (PowerPoint, BrainShark, Learning and training) modules, are fragmented and do not render well on smaller screens.
Existing PDFs also do not render well on small devices, the websites were not optimized or responsive for that segment. Marketing was required to generate content in a form that is adaptable to a large number of devices and platforms. There is no one solution for all. Perhaps a combination of HTML5, ePUB, and DPS will work admirably.
In the existing scenario, marketing messages are pushed out at least once weekly by email. This ends up in junk mail; the recipient may choose to ignore it; if they do click on the link(s) from a smaller device, they will not render properly; if the link is a PDF, they are not readable on a small screen.
Although this solution may never completely replace all of the existing content, over time, some of the existing content will migrate to the newer formats.