Astek Mobile Presentation: SIPA 2011


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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

  1. 1. Mobile Web and Tablet for Publishers: Ready or Not, Here They Come<br />Andy Swindler<br />President, Astek Consulting<br />Ben Bassi<br />President, CommonPlacese-Solutions<br />
  2. 2. Cisco Report on Mobile Data Use<br />260% growth 2009 – 2010<br />2,600% growth by 2015(788 million mobile-only users)<br />Source:<br />
  3. 3. Projected Mobile Data Use in 2015<br />
  4. 4. Mobile Publishing Options<br />Device-Specific Apps<br />iPhone/iPad (Apple), Android (Google/Amazon) <br />Blackberry (RIM), Windows Phone (Microsoft), Palm<br />Optimized HTML, RSS or PDF via mobile browser, reader, or email<br />Proprietary Content Platforms<br />Kindle (Amazon)<br />
  5. 5. Mobile Web Tech Terms<br />Mobile Optimize<br />Mobile Format<br />Mobile Versioning<br />Multi-Siting<br />Adaptive Content Rendering<br />
  6. 6. Objectives for Publishers<br />Distribute paid or free content<br />Generate revenue via subscriptions or ads<br />Protect paid content from unauthorized distribution & sharing<br />Expand audience by increasing brand recognition & trust in quality<br />Cross-sell with compatible publications<br />
  7. 7. Publishing with an App: Advantages<br />Maximum control over brand, user experience, and rights management<br />Expanded options for ad revenue (iAd)<br />Enhanced feature set for media-rich content<br />Enhanced ability to view content offline (plane)<br />“Cool” factor<br />
  8. 8. Publishing with an App: Disadvantages<br />Typically higher production and maintenance cost & time<br />Access is limited to devices you can support<br />Potentially more difficult to integrate with existing publishing solutions<br />Reduced flexibility for quick changes<br />
  9. 9. App Top Dogs: Apple v. Google v… Amazon<br />iPhone/iPad/iPod Touch have largest and highest quality app store (controlled by Apple)<br />Android (Google) has largest mobile market share, fastest growing app platform & recently overtook Apple for # of free apps<br />iPhone limited to AT&T/Verizon networks and Apple devices<br />Android available on multiple devices and networks<br />Apple controls user experience with consistent screen size<br />Android allows for more customization, lacks UI consistency<br />Amazon making a big play for Android App marketplace<br />
  10. 10. Mobile App Markets<br />Apple iOS<br />Android OS<br />Apple produces 3 basic devices for consistency<br />(iPhone+iPad+ iPod Touch)<br />Wikipedia lists 249 Android devices <br />Apple App Store<br />(In-App Purch/Sub)<br />Google Android Market (In-App Purch/Sub)<br />Amazon Appstore<br />AppBrain<br />
  11. 11. Source: The Nielsen Company<br />
  12. 12. Source: The Nielsen Company<br />
  13. 13. Source: Gartner<br />
  14. 14. App Revenue<br />Apple proprietary iAd network (60% revenue share)<br />AdMob/AdWhirl<br />Sell or distribute content only, apps are free or $0.99 – with or without ads<br />Price apps with additional value or functionality higher<br />
  15. 15. Apple In-App Subscription Service<br />Launched Feb 15, 2011<br />Apple receives 30% of subscription revenue generated through your app<br />App can no longer link to your subscription website<br />Must offer same or better subscription deal in app that you have on website<br />
  16. 16. Who Has Your Content?<br />Rights Management via App<br />Control the content available to users by requiring login/password<br />Tie subscription cost to accessible content tiers – go for upsell<br />Lock down features such as copy, email, forward, text<br />
  17. 17. Optimized HTML: Advantages<br />Standard rich content formatting for Web/Email<br />Free, flexible and open<br />Typically reduced production cost/time<br />Typically easier CMS integration<br />Easier viral distribution and linking, with methods to deter unauthorized copying<br />Control Access (Rights Management)<br />
  18. 18. Optimized HTML: Disadvantages<br />Reduced offline content access without additional software support<br />Lack of complete control over brand and user experience (esp. with RSS)<br />Fewer options for flexible rights management<br />Fewer embedded/easy ad revenue options<br />Reduced ability to add interactive features<br />
  19. 19. Optimizing HTML for Mobile Devices<br />KISS: Optimized HTML removes unnecessary website features and delivers only your content to the user with limited navigation and options<br />A mobile-savvy CMS can deliver existing content via a mobile template (Web or Email), allowing the publisher to control everything in one place<br />HTML 5 is the future standard, becoming more stable and common with additional features (Flash vs. HTML 5)<br />Webany CMS<br />
  20. 20. Where Do You Go From Here?<br />Your friendly Web professional can help you determine the best strategy for going mobile (we’re happy to help :)<br />You will need a technical team to build an app or optimize HTML, whether internal or outsourced<br />Think carefully about your current audience, its needs, and how you believe those will change in five years<br />
  21. 21. Thanks! See you online<br />Website and ePiphany:<br />Blog:<br />Twitter: @aswindler, @astekweb<br />LinkedIn:<br />Facebook:<br />