Taking Your Publication Mobile • The mobile concept; first gasps; shaping the strategy. • The decision to go native:Text developing the CFO app portfolio. • Mobile, stage two. • The decisions ahead. • Lessons learned so far.Vincent RyanASBPE 2012 Digital Bootcamp
Developing the Portfolio• Formation of a cross-functional mobile strategy task force. Mobile optimization versus app?• “Deus ex machina” – an out-of-the-blue call from a platform provider.
Developing the Portfolio (cont’d)• Polar Mobile develops CFO app for iOS, iPad, Android, Blackberry, Windows 7.• Decision to rollout, 2 to 3 months, including app store approval. (Debut Sep. 2011) The app was out quickly, we only pay a monthly maintenance fee.• A couple of thousand new subscribers per month, 70,000 page views per month, represents about 6% of web site traffic.• “It’s not perfect.”
Mobile, phase 2• Build a “killer” specialty app? There are a lot of financial calculators out there.• “Media everywhere” – A transition from native apps to an HTML 5, hardware-agnostic platform. Do we keep our native apps? (Native app market even more fragmented.)• Capturing user info for BPA audits – an interstitial registration form.• Yes, it will now cost $.• The monetization question. Hey, even Facebook hasn’t figured this one out yet.• Evolution of a separate digital edition.
HTML 5 vs. NativeHTML5 NativeCross-platform development Device-consistent user experienceLeverage existing staff technical skills Discovery via app storesDiscovery via search Push alertsBranding and user exp. flexibility In-app purchase
Editors, Be Flexible!• Read, read, read about mobile content trends and, and get your publisher to BUY you a smartphone and an iPad!• (Otherwise you may find yourself without a seat at the table)• Propose products. If no ROI, can you sell it as a cost- reduction measure?• Ally with the emedia/web teams, but don’t expect sales to be on board.• “Give to get.”• You’re probably going to have to accomplish this with your existing personnel.