Great step in the right direction!!! Will also potentially help with native app purchases etc. looking forward, which is where we need to get to =D
Regarding new player entry -
One suggestion I would say to consider adding to the "Summoners Spellbook" is to add a single Untamed (or current expansion) pack. It feels bad to spend $10 on essentially an anti-spam account fee, and opening packs are addictive - could end up selling a lot more packs for you guys in the long run. Another potential idea would be to sell a "Deluxe Spellbook" with 5 boosters added ( or a few essence orbs/combination of each ) for $25...
TLDR; People like deals, and people don't like buying "nothing" =)