Personally, I just did not like the direction of the new film franchise. For new fans coming to Star Trek, those films may be their benchmark, and that's fine. So novels directed to that universe would appeal to them.
I think the same complaint could be leveled against most of the Trek films. Even the TOS and TNG movies were very different from the shows they were based on. They've mostly been geared more toward action, more superficial in their storytelling, more focused on fighting bad guys than exploring ideas, etc. Movies just aren't the ideal medium for telling Trek stories. But the Prime Universe movies exist in the context of the richer, deeper TV universe, so their shortcomings aren't as evident. So far we have nothing
but a couple of movies for Kelvin, so that hampers that universe's ability to really establish itself. If the new TV series were to be set in Kelvin, it would be an opportunity to deepen and flesh out that universe in the way only a TV series can -- since of course a TV series would
have to be focused more on plot and character and less on action and spectacle, purely for reasons of budget and practicality.
And it's the same with novels. Of course novels would not be written exactly like movies, any more than our novels are written exactly like TV episodes. Each medium has its own strengths, and moving to another medium lets you do things you couldn't do in the previous medium, which is why it would be pointless just to try to copy the same approach. Sure, when I wrote
Seek a Newer World, I tried to capture the flavor of the '09 movie -- bigger action and spectacle, more irreverent humor, etc. -- but I also took advantage of the freedom of the novel medium to flesh out the characters and ideas more, to get into their heads and explore their feelings and relationships, to slow down and give them long conversations, all the things that you could do in a novel better than in a movie.
Even with just the Prime timeline, there are people who like the novels better than the shows. A lot of people like Kirsten Beyer's
Voyager novels better than they liked the show. I may have heard a comment or two to that effect about my
Enterprise novels. Our goal is to complement and expand on the canon, not merely to duplicate it. So if there were Kelvin novels, I doubt they'd be in exactly the same vein as the movies. What would be the point?