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.
Use Forrester paper
Hot house istrategy_presentation_february_2012_original-1
“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
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.
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
‘ Desktop Search Queries Mobile Search QueriesSource: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010 16
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
1 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