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Astek Mobile Presentation: SIPA 2011


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Presented during the 35th annual conference for the Specialized Information Publishers Association (SIPA), Astek Consulting spoke on mobile technology and marketing and what that means for the …

Presented during the 35th annual conference for the Specialized Information Publishers Association (SIPA), Astek Consulting spoke on mobile technology and marketing and what that means for the publishing industry, and industries in general.

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  • 1. Mobile Web and Tablet for Publishers: Ready or Not, Here They Come
    Andy Swindler
    President, Astek Consulting
    Ben Bassi
    President, CommonPlacese-Solutions
  • 2. Cisco Report on Mobile Data Use
    260% growth 2009 – 2010
    2,600% growth by 2015(788 million mobile-only users)
  • 3. Projected Mobile Data Use in 2015
  • 4. Mobile Publishing Options
    Device-Specific Apps
    iPhone/iPad (Apple), Android (Google/Amazon)
    Blackberry (RIM), Windows Phone (Microsoft), Palm
    Optimized HTML, RSS or PDF via mobile browser, reader, or email
    Proprietary Content Platforms
    Kindle (Amazon)
  • 5. Mobile Web Tech Terms
    Mobile Optimize
    Mobile Format
    Mobile Versioning
    Adaptive Content Rendering
  • 6. Objectives for Publishers
    Distribute paid or free content
    Generate revenue via subscriptions or ads
    Protect paid content from unauthorized distribution & sharing
    Expand audience by increasing brand recognition & trust in quality
    Cross-sell with compatible publications
  • 7. Publishing with an App: Advantages
    Maximum control over brand, user experience, and rights management
    Expanded options for ad revenue (iAd)
    Enhanced feature set for media-rich content
    Enhanced ability to view content offline (plane)
    “Cool” factor
  • 8. Publishing with an App: Disadvantages
    Typically higher production and maintenance cost & time
    Access is limited to devices you can support
    Potentially more difficult to integrate with existing publishing solutions
    Reduced flexibility for quick changes
  • 9. App Top Dogs: Apple v. Google v… Amazon
    iPhone/iPad/iPod Touch have largest and highest quality app store (controlled by Apple)
    Android (Google) has largest mobile market share, fastest growing app platform & recently overtook Apple for # of free apps
    iPhone limited to AT&T/Verizon networks and Apple devices
    Android available on multiple devices and networks
    Apple controls user experience with consistent screen size
    Android allows for more customization, lacks UI consistency
    Amazon making a big play for Android App marketplace
  • 10. Mobile App Markets
    Apple iOS
    Android OS
    Apple produces 3 basic devices for consistency
    (iPhone+iPad+ iPod Touch)
    Wikipedia lists 249 Android devices
    Apple App Store
    (In-App Purch/Sub)
    Google Android Market (In-App Purch/Sub)
    Amazon Appstore
  • 11. Source: The Nielsen Company
  • 12. Source: The Nielsen Company
  • 13. Source: Gartner
  • 14. App Revenue
    Apple proprietary iAd network (60% revenue share)
    Sell or distribute content only, apps are free or $0.99 – with or without ads
    Price apps with additional value or functionality higher
  • 15. Apple In-App Subscription Service
    Launched Feb 15, 2011
    Apple receives 30% of subscription revenue generated through your app
    App can no longer link to your subscription website
    Must offer same or better subscription deal in app that you have on website
  • 16. Who Has Your Content?
    Rights Management via App
    Control the content available to users by requiring login/password
    Tie subscription cost to accessible content tiers – go for upsell
    Lock down features such as copy, email, forward, text
  • 17. Optimized HTML: Advantages
    Standard rich content formatting for Web/Email
    Free, flexible and open
    Typically reduced production cost/time
    Typically easier CMS integration
    Easier viral distribution and linking, with methods to deter unauthorized copying
    Control Access (Rights Management)
  • 18. Optimized HTML: Disadvantages
    Reduced offline content access without additional software support
    Lack of complete control over brand and user experience (esp. with RSS)
    Fewer options for flexible rights management
    Fewer embedded/easy ad revenue options
    Reduced ability to add interactive features
  • 19. Optimizing HTML for Mobile Devices
    KISS: Optimized HTML removes unnecessary website features and delivers only your content to the user with limited navigation and options
    A mobile-savvy CMS can deliver existing content via a mobile template (Web or Email), allowing the publisher to control everything in one place
    HTML 5 is the future standard, becoming more stable and common with additional features (Flash vs. HTML 5)
    Webany CMS
  • 20. Where Do You Go From Here?
    Your friendly Web professional can help you determine the best strategy for going mobile (we’re happy to help :)
    You will need a technical team to build an app or optimize HTML, whether internal or outsourced
    Think carefully about your current audience, its needs, and how you believe those will change in five years
  • 21. Thanks! See you online
    Website and ePiphany:
    Twitter: @aswindler, @astekweb