Harnessing Potential of iPads for Business Content
Bright BlueDay Harnessing the potential of iPad forMAG+Seminar content businessDRAFT 1 A Brighter Thinking Seminar 31st May 2012 Bedford Square, London 31st May 2012
IntroductionRichard Calvert Jeremy Baldwin Richard West David FordBright Blue Day Bright Blue Day Mag+ Bright Blue DayThe Tablet Imperative The Content App The Mag+ Experience Applying it to B2B
The Tablet ImperativeRichard CalvertBright Blue Day
Content marketing is marketers becoming publishers; owning the media instead of renting it.Attracting and retaining customers by creating/curating valuable,compelling and relevant content to maintain or change behaviour. Joe Pulizzi, Founder of Junta42 and Content Marketing Institute quoted in B2B Content Marketing: Formats, Distribution and Measurement. October 2011
Content is key in B2B 9 out of 10 B2B organisations market with content 51% of B2B marketers plan to increase their content marketing budgets within the next year On average marketers spend >25% of their budget on content marketing A key driver in the use of digital channels is the accessibility of technology, making the production and distribution of content cost-effective.2012 SEO Benchmark Report, eConsultancy
Hype Cycle 2010Garther.comGartner.com 3D Flat panel TVs & Display Wireless Power Cloud Computing Augmented Reality Gesture Recognition Speech-to-Speech Translation 3D Printing Tablet PCs Mobile Robots Micro Blogging Location Aware Video Search Speech recognition Applications E-bookreader Electronic Paper Internet micropayment Video tele-presence Mobile application Computer-brain stores interface Public Virtual Worlds Human Augmentation Technology Trigger Peak ofinflated Pocket inflated Trough of disillusionment Slope of Plateau time Plateau of expectations expectations enlightment of productivity productivityYears to mainstream adoption < 2 years 2-5 years 5-10 years >10 years
Two years later we see mass adoption Tablet shipment outpacing Growth rate of iPad owners amongst mobile audience notebooks by 10:1 Germany + 50% 132m Tablet sales up to Italy 132 million in 2013 + 75% UK 44% could not be Feb Jan + 115% separated from tablet 2011 2012 France 15% of men would give up + 95% car to keep tablet Spain + 37% 25% of women would give up sexYahoo 2012Cisco IBSG Horizons Study
Impact on working life Today’s B2B buyers are adopting...mobile platforms to consume information and conduct purchase research 90% of professional owners use 95% of organisations allow it for work employee owned devices 60% use it primarily for work 76% said they were great for business 90% of said tablet increased productivity 24% of SMEs supply employees with tablet 3.3 connected devices per employee by 2014Cisco IBSG Horizons Study
Usage throughout the day During a Typical Day, at What Times Do You Usually Use Your Device? Laptop/ Desktop Smartphone Tablet 70% 60% 50% 40% 30% 20% 10% 0% 6AM–8:59AM 9AM–11:59AM 12PM–2:59PM 3PM–5:59PM 6PM–8:59PM 9PM–11:59PM 12AM–2:59AM 3AM–5:59AM 42% of tablet users say tablets 72% of tablet users report Dual ‘allow me to explore new things’ Screen behaviour with TV 63% of tablet users in the UK 51% use a tablet to fill what agreed that it is easier to would previously have been access media content on a ‘dead time’ tablet than on a mobile or laptop/desktopIAB 2012
Tablets join worlds and shift paradigms Geography Fast Intimacy Slow Curation
Tablets offer new opportunities to engagewith content in new ways• Accessing content is no longer time constrained• Content can be integrated into cross-channel, multi-screen conversations• Businesses are able to offer unique depth of engagement to better engage senior stakeholders and decision makers when and where it matters• Ability to repurpose and reuse content across audiences and locations• Deliver value across protracted sales and re-purchase cycles
We have a clear opportunity toleverage tablets to deliver compellingand effective content and services to customers, prospects and employees across an engaging and convenient digital platform.
What are the options?Jeremy BaldwinBright Blue Day
The rise of the app economy? The growth of smartphones and tablets fuelled a whole new economy with shift from web to app platforms: $38 billion App market App economy 1 billion Android App estimated to drives half a downloads in 2011 be $38 billion million jobs in US by 2015TechNet
The rise of the app economy? But whilst consumer and social apps enjoy all the buzz there is massive investment from B2B: £590K 25% 43% 42% 43% of businesses 25% growth in Average investment are currently creating Mobile Enterprise in mobile projects apps for customers Applications will rise to £590K in 42% for employees next 18 monthsIDC
2 App ‘flavours’Utility Apps Content AppsAdd value by helping Apps that add value bypeople to do things more giving more convenientefﬁciently, to be more and compelling access toproductive. content that drives stakeholder engagement.
Rise of the content app• Tablet is a natural device for ‘slow’ content like books, articles, magazines and video.• Offers convenient and enhanced experience through interactivity, rich media and connectivity.• Opportunity for B2B marketers is to create experiences dedicated to the tablet that drive deeper engagement with stakeholders.
There is a clear need for a tablet content strategy.Not just as an adjunct to web, mobile or offline plans, but as a channel in its own right.
...but not in isolation Coherence Synchronisation Screen sharing Device shifting Complementarity SimultaneityCourtesy of Christophe Stoll
App optionsMany ways to create the content experiences, and this complexitymakes it hard to know where to invest.But there are some clues.... OPEN CLOSED (browser/desktop) (app store) CONTENT Adapted Published Website App hybrid UTILITY Web Native App App
Choosing a platform for content apps recency Italy PUBLISHED APP replication WEB APP UK completeness technical France Web content apps are about ﬁnding, Published content apps are designed for deeper, more distributing, organising and sharing content. considered consumption. The enjoyment and value The container is less important, the value is in comes from the complete pixel perfect experience. the content itself.
It is all about the kind ofexperience you want to create. This comes from detailedunderstanding of audience, their expectations and needs.
We have a clear opportunity to deliver compelling, rich, interactive and connected content experiences in an efficient and measurable waythat leverages existing skills and assets.
Credentials so far Digital Magazine of the Year Popular Science+ awarded by MIN Online (U.S.) Tablet App of the Year Popular Science+ awarded by MIN Online (U.S.) Innovator of the Year award Bonnier Corp (U.S.) awarded by the Publishing Executive Magazine (U.S.) magplus.com
Mag+ Philosophy It’s about recreating the1 experience: immersive, intimate, easy. Make content that feels2 like it was made for this device. Create a simple and ﬂexible3 system that lets creators do what they do best: designing pages, telling stories, connecting with readers. magplus.com
Corporate customers• Sandvik • Sybase• Telenor • Ericsson• SKF • Thule• IC Company • Nato• ABB • Volkswagen• Ernst & Young • Toyota• Unilever • Thule• TetraPak magplus.com
Why tablet publishing?• New market opportunities• Increased quality, package and design content• Cost effective distribution• Efficient communication (push/online/offline)• Easy to get started (test and evaluate)• Low entry of barrier (no initial cost)• Accurate information available• Engaging the customer/employee magplus.com
Application in B2B marketingDavid FordBright Blue Day
The app becomes a new channel?Approach can be applied to:• Existing publications• Existing communication assets• Face to face presentations• Company reports• Internal communications...or completely new content-led services
Direct connection to your audience Customers and prospects Deeper engagement building on-going relationships and Employees enhanced revenue aligned and productive workforce Investment communityAccurate, up-to-date and detailed picture of Management corporate activity and Greater clarity and insight performance from enhanced customer and stakeholder interaction and data
Bright Blue Day Content Content Planning Production Content Experience Publish strategy Design Touchpoint Issue Planning Production