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Astek Mobile Presentation: SIPA 2011

Astek Mobile Presentation: SIPA 2011



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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    Astek Mobile Presentation: SIPA 2011 Astek Mobile Presentation: SIPA 2011 Presentation Transcript

    • 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
      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
    • Source: The Nielsen Company
    • Source: The Nielsen Company
    • Source: Gartner
    • 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
    • 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