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.
HotHouse recognised the opportunity to create a dynamic branded content environment that could deliver rich engaging content at the same time as perfectly optimised content for users on the go. Ruby on RailsWith a tight deadline to manage, HotHouse developed the new website on the Ruby on Rails framework and integrated a Radiant CMS. Ruby on Rails allowed our developers to focus on figuring out the business logic rather than how the code works. This meant we could deliver the project within a tight timeframe without compromising the quality of the work. HotHouse built a back-end that would allow for multiple editors to manage the content, and employed cloud based services to deliver video and community involvement. The site was integrated with Netbiscuits to facilitate automatic updates of the mobile site directly from the website CMS point of entry. Cloud based servicesThe cloud based services were selected to provide scale for escalating mobile video consumption and commentary. HotHouse integrated Ooyala video management platform to deliver web and mobile video to viewers wherever they are, on whatever device. Disqus community engine was deployed to offer a forum for readers to discuss, debate and ponder In the Black topics, boosting interactivity with readers of the printed title.
Use Forrester paper
Van wyk hothouse mobile 2012 sydney
“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% iOSiOS 42% Symbian39% 15% 2010 Symbian 29% 2011 Other Android 5% 6% Other 8% Android 29% AIMIA/TelsyteDigital Nation 2011
ABOUT MORE THAN IPHONES. IT’S ABOUT MOBILEINTERNET.
ANZ Banking Group Coles launched an customers have had iPhone app more than access to an iPhone two years ago. Shoppers payments app for almostDominos launched its were not offered an 18 months. An Androidhighly successful iPhone Android version until option is not expectedapp in November 2009. December 2011. until mid 2012.Its Android version wasnot released untilSeptember 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
The immediate challenge is towork out whether you need anapp or a mobile
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 Netbiscuits Mobile Platform Ooyala Rich Video Content Platform Dynamic Branded Environment Disqus Ruby on Community Rails Engine Radiant CMS
TRANSITIONING AN AWARD-WINNING MAGAZINE TO WEB AND MOBILE
1 Understand the mobile behaviour of your 2 Develop mobile 3 Determine the best 4 Choose the marketing goals approach objectives technologies target audience Consumers increasingly turn to mobile as the Spread your messages SMS is the most widely most convenient as far as possible by Brand Awareness used mobile technology information source considering devices & after voice because it’s always operating systems within reach Target the right Fragmentation affects consumer at the best Mobile search and your ability to reach Acquisition location and/or time of display targets the right consumers interaction with the user at the right time right call to action Determine offers that Mobile-optimized email Branded iPhone apps are most effective at & SMS opt-in programs only reach a segment of Retention capturing repeat allow the greatest your audience business distribution Consumers’ interaction Branded mobile with brands in mobile A mobile app will appeal Loyalty application can deliver space differs from other to your true advocates high degree of utility channels