WoodWing introduces Inception – a cloud-based tool to create responsive mobile content

Zaandam, The Netherlands, June 25, 2015 — WoodWing Software, a thought leader in digital publishing, today announced WoodWing Inception. With the cloud-based HTML authoring tool, WoodWing offers publishers and brands a one-stop solution for the creation of interactive responsive content for all digital devices and channels. Users can directly publish to the Adobe Digital Publishing Solution, Apple News, Facebook Instant Articles, any Web CMS and more. Online content created with Inception complies with Google´s new mobile-friendly algorithm. Inception enables the easy collaboration with internal and external contributors and allows the efficient repurposing of existing print and digital content. 



With the new HTML authoring tool Inception, WoodWing enables publishers and brands to easily create interactive responsive content for all digital devices and channels (left: text components, right: slideshow). 


In the modern world of media and marketing, it is essential to offer an optimum content experience on any device and via any channel. According to a study conducted by the research agency Millward Brown, a typical global multi-screen user consumes 417 minutes screen content per day, of which 35% is via the smartphone, 26% percent with the laptop and 12% with the tablet. As a result of the findings, the researchers stressed "be consistent" as one of the main principles for success across screens – whatever screen the readers are using and wherever they are, the brand experience and messaging should be uniform.

Creation of responsive content made easy

Inception enables publishers and brands to quickly and easily create responsive HTML5 content for optimum and reader-friendly presentation on any device. By using Inception’s easy editing tools and customizable templates, users can quickly compose and design an article. It’s as simple as selecting and filling article components, including title, subtitle, body, quotes, slideshows, videos, responsive images and more. Knowledge of the various devices and HTML5 is not necessary – the users can fully concentrate on their content. Inception offers features for basic image editing, including cropping and scaling as well as serving the optimal resolution for any device.

Content repurposing through Integration with WoodWing Elvis DAM and Enterprise 

Inception uses WoodWing's digital asset management solution Elvis DAM as its cloud-based backend, enabling users to quickly find and select required content. Thanks to the integration with WoodWing's publishing system Enterprise, users can also import content from print editions as well as transmit content created in Inception to Enterprise for repurposing. 

Efficient collaboration with internal and external contributors

From the ground up, Inception was built to work with internal and external contributors. As the tool is browser-based, stories can be easily created by remote freelancers, and internal staff can share content with external partners and assign jobs. Inception offers a review workflow including change of status, comments and notes.

It's our mission to enable our customers to realize the full potential of their content as well as to help them to streamline their content creation, management, distribution and to make content consumption an outstanding experience,” said Roel-Jan Mouw, CEO of WoodWing Software. “Inception is the perfect implementation of this philosophy in the field of digital publishing and cements our status as one of the thought leaders in this segment.

As of now, the new cloud-only tool can be tested as public beta providing the basic feature set. The final version will be available toward the end of the third quarter.