These are the slides from our talk at Figaro Digital's mobile seminar in May 2014. We provide an overview of an innovative publishing project Building Blocks delivered for Lloyd’s Register, a global engineering and professional services organisation.

1. Lloyd’s Register &
Building Blocks
Digital Publishing Case Study
8th May 2014
Building Blocks

2. Introductions "
"
Background
Wez Blake
Brand Manager, Lloyd’s Register
Jonathan Whiteside
Principal Consultant, Building Blocks

3. Lloyd’s Register (LR) "
"
Background
§ Global engineering, technical and business services
§ Founded in 1760 as a marine classification society
§ 9,000 employees based in 78 countries
§ £1bn in annual revenue
§ Working together for a safer world
§ Innovation at the heart of what LR do
§ Owned by Lloyd's Register Foundation, a UK Charity

4. Insight Magazine "
"
Background
§ Periodical published by LR
§ Print based magazine
§ For business leaders and industry experts
§ Trends, opinions and thought leadership
§ Distributed globally

5. Digital First "
"
Background
§ Lloyd’s Register aiming for Digital First
§ Faster time to market
§ Reduced costs (especially print related)
§ Demonstrate innovation
§ Taking publications digital a key goal
§ Bring essential, but sometimes flat, subjects to life

6. MakingInsightMagazineDigital
What was the solution?"

7. What it needed to do"
"
Solution
§ Magazine in digital format
§ Add convenience for key audience
§ Bring the print version to life
§ Automatically distribute to subscribers
§ Utilise investments made in digital by LR
§ Not require dedicated resource
§ Demonstrate innovation

8. Work offline"

9. Hybrid mobile app"
"
Solution
Power of a native mobile app
§ Rich, fast, smooth and stable
§ Installed on audience’s mobile device
Flexibility of HTML5
§ Allow for interactivity, readability, accessibility,
searchability, personalization and fast downloads
§ Reuse content across channels

10. News edition features"
Analytics
Automatic &
regular content
updates
Basic page
builds and
animation
Customise and
branded iOS /
Android
app
CMS connector
Social & video
integration
Link to live
content

11. Reduce costs"
No print and distribution
overheads.
Push updates"
Audience subscribe and
automatically receive
new editions.
Existing skills"
New issues only require
content editor, HTML5,
CSS 3 and JavaScript.
Perceived benefits"
"
Solution

12. Content reuse"
Reuse and repurpose
content created for other
channels.
Rich media"
Embed audio, video and
interactive features to
bring content to life.
Analytics"
Capture insights through
app usage stats.
Perceived benefits"
"
Solution

13. Subscriptions"
Generate revenue streams
from subscriptions.
Reinforce brand"
Supports brand values of
technological innovation.
Personalisation"
Deliver personalised
editions to each subscriber.
Perceived benefits"
"
Solution

14. Used existing framework"
"
Solution
§ Chose PugPig framework (commercial)
§ Everything required for a basic digital publication
§ iOS and Android (now Win 8 and Blackberry too)
§ Documentation on how to customise
§ Access to CMS connectors

16. Which mobile platforms?"
"
Solution
§ Corporate IT standardising on Android tablets
§ Board members use iPads
§ Web analytics show Android is surprisingly high
§ So both iOS and Android
§ Windows 8 and Blackberry not used

17. Insight magazine - iPad"
Solution

18. Insight magazine - iPad"
Solution

19. Insight magazine - iPad"
Solution

20. Insight magazine - iPad"
"
Solution

21. Insight magazine - iPad"
"
Solution

22. Insight magazine - iPad"
"
Solution

23. Insight magazine - iPad"
"
Solution

24. MakingInsightMagazineDigital
How does it work?"

25. Process?"
"
Solution
1. Download and
install App
2. Publish new
editions to server
3. App checks for new
editions and prompts to
download

26. 1. Setup"
App customisation, CMS
templates and CMS
connectors.
2. Publishing"
The process of creating a
new edition and publishing
to newsstand.
3. Consuming"
How the end users install
the app and get new
editions of the
publication
Effort?"
"
Solution

27. 1. Setup"
"
Solution
Cutomise the App
§ Add branding, logos and new features
§ Configure subscription locations
§ Submit to app store(s)
Create CMS templates
§ Create a new setup of responsive HTML5 templates
§ Optimised for magazine layouts
Implement CMS connector
• Workflow for publishing and packaging

28. 2. Publishing"
"
Solution
Create pages in CMS
§ Create or reuse content in CMS
§ Upload images and multimedia assets
§ Apply new magazine templates
§ Preview and test with “staging” app
§ Publish and package the edition

29. 3. Consuming"
"
Solution
Download the App from App Store
§ Locate and install app
§ Open insight app in Newsstand
§ Read latest editions and download previous editions
§ Wait for notification of new editions

30. MakingInsightMagazineDigital
What did we learn?"

31. Learnings"
What did we learn?
ü Little on-going technical effort
ü Publishing requires no platform
knowledge
ü Subscription process works
ü Integrates well with CMS
ü Experience is well suited for tablets
ü Share content across web and app
Good" To watch out for"
x Responsive HTML templates take
time – particularly for Android
x iOS is smooth – Android is
clunky
x Interactive elements require
planning and dedicated effort
x Newsstand Apps don’t promote
themselves
x App store process for iOS

32. Use cases"
§ Magazines
§ Newsletters
§ Brochures
§ Sales team tools
§ Guides
§ Reports

33. Thank you
Building Blocks