Astek Mobile Presentation: SIPA 2011

Mobile Web and Tablet for Publishers: Ready or Not, Here They Come
Andy Swindler
President, Astek Consulting
Ben Bassi
President, CommonPlacese-Solutions

Cisco Report on Mobile Data Use
260% growth 2009 – 2010
2,600% growth by 2015(788 million mobile-only users)
Source: http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-520862.pdf

Projected Mobile Data Use in 2015

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)

Mobile Web Tech Terms
Mobile Optimize
Mobile Format
Mobile Versioning
Multi-Siting
Adaptive Content Rendering

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

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

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

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

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
AppBrain

Source: The Nielsen Company

Source: Gartner

App Revenue
Apple proprietary iAd network (60% revenue share)
AdMob/AdWhirl
Sell or distribute content only, apps are free or $0.99 – with or without ads
Price apps with additional value or functionality higher

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

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

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)

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

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

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

Thanks! See you online
Website and ePiphany: www.astekweb.com
Blog: www.astekblog.com
Twitter: @aswindler, @astekweb
LinkedIn: www.linkedin.com/in/andyswindler
Facebook: www.facebook.com/astekweb

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Astek Mobile Presentation: SIPA 2011

by Astek Consulting on Jun 16, 2011

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Astek Mobile Presentation: SIPA 2011 — Presentation Transcript