YUDU Media anticipates commercial benefits for publishers as Apple launches Subscriptions on the App Store

London, UK - 16th February 2011 - Digital publishing company YUDU Media openly supports Apple's move to enforce the "one click to buy, one click to confirm" model through the App Store. Yudu expects the move to be advantageous for both publishers and consumers.

The move will enforce the 30% commission to be paid to Apple through the App Store that many publishers currently do not pay however, despite this, Yudu expect that the two click enforcement will result in a commercial net benefit to the publishers. This assumption is substantiated with empirical research from third parties (see notes) that clearly illustrate the significant "fall out" when consumers are required to undergo a purchase process longer than two clicks. Yudu Media anticipate that with the two click purchase system publishers will convert in excess of the 43% more customers needed to compensate for the 30% commission obligation to Apple.

However, Apple is also are allowing publishers to keep 100% of the revenues from the sales of digital subscriptions made on external sites so long as the consumer is offered the subscription at the same price or cheaper on the App Store. If publishers implement this option they can mitigate the 30% commission to Apple, however Apple are not allowing sign posting in the app for customers to buy away from the App Store therefore Yudu believes the large majority of subscriptions will be bought through the App Store.

Yudu also believe that the consumers will give credit to publishing brands who offer the best online buying experiences. Today consumers demand immediate accessibility to products with the option to purchase instantaneously. Apple has been instrumental in setting these expectations through the likes of the App Store and continue to facilitate best in class transaction experiences. On Apple's move to enforce the two click rule, Richard Stephenson, CEO of Yudu Media commented,

"Contrary to popular belief in the publishing industry, this is good news for all involved. Spontaneous purchases are critical to online sales and fewer clicks to purchase ensures less fall out and greater sales conversion. Publishers need to look beyond the 30% commission and see the App Store as a unique platform that will give them potential for far greater volume of sales through a channel that is fast becoming the preferred choice for content consumption."

About YUDU Media:

YUDU Ltd. is a privately held company delivering award-winning multi-media e-Publishing and application development solutions to the publishing industry since 2003.

Using its proprietary technology, Yudu enables publishers to create interactive web publications almost instantaneously. Modules allow publishers to embed audio, video and rich media into their online publications. Currently, Yudu process up to 1200 publications a day.

Yudu also develops apps for the growing tablet and smart phone market including for iPads, iPhones, and e-reading solutions for the Apple's iBookstore, Kindle, Sony e-reader, Nook and the Samsung Galaxy Tab. This service offers publishers important new marketing and sales channels cost effectively and with minimum risk.

Yudu is based in London with offices in Lancashire and Boston, Mass.

www.yudupro.com

YUDU Media Named One of the UK's Fastest Growing Technology Companies in the 2010 Deloitte Technology Fast 50

Research statistics:

• Industry publications estimate that the average shopping cart abandonment rate is currently around 60%-70% eCommerceOptimization.com.
• On average, 34.7 percent of consumers exit a site after viewing just one page of the site. InternetRetailer.com.
• Nearly one in ten (9%) customers who were asked "Why would you abandon an order when shopping online" said it would be primarily be due to a "Lengthy checkout process", WebCredible survey, May 2010
• When asked "What is required for a high converting website?" 47 percent of responders believed a "Simple, intuitive process" was necessary. SeeWhy Research, March 2010
• 8 percent of responses to a market Sherpa survey stated if they were "uncomfortable with the buying process" they were more likely to abandon their purchase. Marketing Sherpa survey, 2007
• Akamai research found of 1048 surveyed consumers 57% "insist on a rapid checkout process", while 47 percent expect an eCommerce page to load in two seconds or less, September 14, 2009