There are more iPhones sold every second of the day then babies born on Planet Earth. The way people consume content on their smartphone has kick-started a publishing revolution and the award-winning Apptitude Media have produced some of the worlds first dedicated smartphone magazines. In this keynote given at the UK's Publishing Expo in February 2014, CEO Marc Hartog delivers some helpful tips and shares some of the lessons learned along the way. More about Apptitude here: http://vimeo.com/85234900

1. Small is beautiful: Smart publishing for Smart phones
Marc Hartog
Founder & CEO
apptitudemedia.co.uk
!
Say Hello at Stand PM22
(right outside this theatre)

9. 1 Billion smartphones sold in 2013 (IDC)
That’s 32 smartphones per second
Which means 7.5 smartphones are born for each baby born
And that’s a LOT
91% of all people on earth
have a mobile phone.
56% of people
own a smart phone
50% of mobile phone users
use mobile as their primary
internet source
80% of time on mobile is spent inside apps
Mobile web adoption is growing x8 faster
than web adoption did in the 1990s and early 2000s

10. 82 billion apps were downloaded worldwide in 2013
growing to 200 billion+ by 2017
Full-year app revenues forecasted to grow to $20.4 billion in 2013 and $63.5 billion in 2017
Local Mobile Ad Spend is going to grow from $800M to $18B by 2016
61% of people have a better opinion of brands
when they offer a good mobile experience
Android selling more than iPhone
But iPhone users spend more on apps
Apple Newsstand is far from great, But Android is non-existent.
25% of international media and marketing executives see mobile
as the most disruptive force in their industry
What about the other 75%? What about you?

13. Disclaimer*

14. *We are
making it
up as we
go along!

16. Tablets become our
robot overlords
Jobs introduces iPad

18. Established
1854

27. BJP app
development
Too much material
Success of iPhone/Apps
Font rendition

36. Shrink it?
Rethink it.

37. Bite-sized chunks of content -£0.69 vs £6.99

38. Same vs different? Content/frequency/purpose?

41. 30 magazines !in WHSmiths
218 in newsstand category
!
!
‘good enough’
is not
good enough

43. Paid sales by type!
Single issues - iPhone!
19%!
Combined iPad+iPhone
subs!
42%!
Single issues - iPad!
21%!
iPhone only subs!
18%!
More people buying iPad access than iPhone (62%)

44. Sessions by device!
iPod touch!
1%!
iPhone!
34%!
iPad!
65%!
A third of all sessions activated from iPhone
17% of iPad sessions from a mini
Nearly 2,000 sessions from an iPod touch!

45. Sessions by phone type!
iPhone 6!
0%!
iPhone 5/5C/5S!
49%!
iPhone 3G!
3%!
iPhone 4/4S!
48%!
Equally important to test on 4's and 5's
No longer supporting older devices
2 sessions from an iPhone 6!!!

46. And by the latest iPhone range!
iPhone 5S!
16%!
iPhone 5C!
2%!
iPhone 5!
82%!
7x more engagement from iPhone 5S vs 5C

47. Image © Damien Demolder
Apple, the Apple logo, iPad, iPhone, iPod touch and iTunes are trademarks of Apple Inc, registered in the US and other countries. App Store is a service mark of Apple Inc
3

48. Designed for the screen size and device

49. Content flow & design is key: Reductive

50. Content flow & design is key: Reductive
Bite-sized chunks of content
Downloadable on the go - file size is important

51. Use the right tools, and the right team

52. Embed social right in to the heart of the experience

53. Engage
Free trials
Promote

56. The funnel of love
28% engagement post-download. Not bad. But 72% have gone away!
Monthly free trials outperforming annual by 140% - go figure?
Monthly renewals outperforming annual renewals by 300% - eh???
100.0%!
Single issue sales much higher than anticipated
100.0%!
Biggest wins will come from
increased conversions
80.0%!
60.0%!
At each stage of the funnel
40.0%!
20.0%!
13.6%!
8.1%!
3.7%!
0.0%!
Downloads!
5.9%!
0.4%!
Free monthly trials! Monthly renewal! Free annual trials! Annual renewals! Single issue sales!
What is the ARPD?

57. Rich & targeted
push notifications
Segmentation &
detailed analytics

58. Give your app to key influencers
Give it to your staff
and your clients
!
Let your print readers trial it free
!
Visibility is really hard
!
(So cheat)
!
www.subs-plus.com

61. Advertisement
**KLAXON**

62. Profitable Digital Publishing
Developing Your App Strategy
magplus.com

65. What’s next?

66. What will you be wearing?

68. Stand PM22
Right outside this theatre
WE HAVE BISCUITS