The decision to build smartphone apps primarily for iPhones has been based largely on Apple’s dominance of the Australian market. That has started to change dramatically in the past year and called this strategy into question.Technology analyst firm Telsyte predicts there will be four million Android phone users in Australia by the end of 2012. Apple is expected to retain its position at the head of the market, with more than five million iPhones in use, but the gap is closing.The Android community is forecast to be bigger within three years, thanks largely to the broader choice of phones at different prices that make them affordable to consumers who can’t afford an iPhone.
It’s not simply a matter of converting the magazine content for viewing online but transitioning that content to take advantage of context, connectivity and convenience. At its very least it explodes the publishing paradigm. Editorial budgets and calendars for finite content off line do not make much sense in a 24x7x365 world.CPA was grappling with this challenge when they sought out help from HotHouse. They needed to take their award-winning, custom print magazine, In the Black, online. In doing so, they wanted to optimise their content for both desktop and mobile consumption. They needed a robust content management system to support it, the ability to manage video content and images and the infrastructure to build community.
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Managing and Mobilising Content Simon van Wyk
“Maybe you’ve been too busy fiddling with your smart phone to notice, but the mass media andmass marketing structures that have more or lessdefined your connection with the world for more than half a century are in flames." - Bob Garfield
INTERNET BROWSING VIA MOBILE Source: Nielsen Online Traffic (Mobile Market Intelligence – December 2011)
MOBILE USAGE HABITS Note: Inactives, Talkers and Communicators are distinct group while there is some crossover between Connectors, Entertainers and Super Connectors. Source: Forrester
WHAT THIS MEANSPeople are migrating from using desktop devices to mobiledevices and mobile phones as a means to access the Internet.The usage is being driven by social media and represents anew way to use the mobile phone - social media is likeInternet banking was for desktop - it drives usage andexpectations.The growth is extremely fast and our task is to deliversatisfactory experiences for these customers.There are some critical elements about the successfulapps: Largely about connection – an extension of why we have these devices. Used regularly – often daily. Very personal – the user gets a real benefit from using the applications. Perfectly integrated with the desktop experience.
SMARTPHONE PLATFORM MARKET SHARE Blackberry 4% Microsoft Blackberry 5% 6% Microsoft 12% iOS 42% SymbianiOS39% 15% 2010 Symbian 29% 2011 Other 5% Android 6% Other 8% Android 29% AIMIA/Telsyte Digital Nation 2011
ABOUT MORE THAN IPHONES. IT’S ABOUT MOBILEINTERNET.
ANZ Banking Group customers have hadDominos launched its Coles launched an access to an iPhonehighly successful iPhone iPhone app more than payments app for almostapp in November 2009. two years ago. Shoppers 18 months. An AndroidIts Android version was were not offered an option is not expectednot released until Android version until until mid 2012.September 2011. December 2011. Brands that focus on iOS and fail to recognise Android and others will render their applications useless for almost half of Australian smartphone users.
AUSTRALIANS ARE SEARCHING MORE FROM MOBILE DEVICES Mobile web adoption 8x faster than the desktop web Android Nexus One Moto Droid & Eris 12% of all Google queries in Dec 2010 came from mobile devices Android myTouch 3,000% + growth in 3 years Blackberry Storm iPhone 3GS Palm Pre Android G1 iPhone 3G iPhone 2008 2009 2010Source: Google Internal Data, based on a basket of 20,000 keywords
AND THEY USE IT CONSTANTLY THROUGHOUT THE WEEK Mobile provides the opportunity to remain constantly connected to your customers as they ‘go mobile Desktop Search Queries Mobile Search QueriesSource: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010 16
PEOPLE USE THEIR PHONE DIFFERENTLYMobile provides the opportunity to remain constantly connected to yourcustomers as they ‘go mobile’ 17
Theimmediatechallenge is towork outwhether youneed an appor a mobilewebsite
TRANSITIONING AN AWARD-WINNING MAGAZINE TO WEB AND MOBILE The challenge: Translate a physical magazine to the online space. This utterly disrupts the existing publishing model.
TRANSITIONING AN AWARD-WINNING MAGAZINE TO WEB AND MOBILE Mobile Platform Rich VideoContent Platform Dynamic Branded EnvironmentRobust CommunityPlatform Engine CMS Integration
TRANSITIONING AN AWARD-WINNING MAGAZINE TO WEB AND MOBILE
SO HOW DOES THIS IMPACT BRANDS?We still believe:Spread your message as wide as you can(make sure as many people as possible get toremember your brand).Maximise your distribution (online & offline)
MOBILE CHANNEL STRATEGY BEST PRACTICES1 Understand the mobile behaviour of 2 Develop mobile marketing goals 3 Determine the best approach objectives 4 Choose the technologies your target audience Consumers increasingly turn to Spread your messages mobile as the most SMS is the most widely as far as possible by convenient Brand Awareness used mobile considering devices & information source technology after voice operating systems because it’s always within reach Target the right Mobile search and Fragmentation affects consumer at the best display targets the your ability to reach Acquisition location and/or time of right user at the right consumers interaction with the time right call to action Determine offers that Mobile-optimized Branded iPhone apps are most effective at email & SMS opt-in only reach a segment Retention capturing repeat programs allow the of your audience business greatest distribution Consumers’ interaction with A mobile app will Branded mobile brands in mobile space Loyalty appeal to your true application can deliver differs from other advocates high degree of utility channels
REMEMBER, IF IT DOESN’T WORKHERE…. IT DOESN’T WORK.
7 THINGS YOU NEED TO TAKE AWAY1. You need a mobile strategy now2. Normal people will transact on mobile3. No payments winner yet4. Pay attention to privacy5. Mobile advertising is a mess6. Don’t think of mobile as just an extension of the web7. Apps are not dead yet
SIMON VAN WYK Founding Partner email@example.com 0417 482 548 ANTHONY SLATER Account Directoranthony.firstname.lastname@example.org 0402 854 342