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Best Practices In Mobile Internet


Published on

screenshots from a few mobile solutions, both websites and applications, from Belgian publishers.
With an analysis of why a mobile website is not always the best solution.

Published in: Business, Technology
  • Flair is a leading lifestyle magazine in Belgium targetting the age group of 16-35 year old woman.
    They launched a mobile application that users can download and install on their phone. It's a Java application dynamically adapted to the screensize and capabilities of your device.

    As a distribution mechanism they opted for SMS. In Europe, users are already familiar with content distributiuon through SMS thanks to the popularity of ringtone, logo and game download services.

    Just like when downloading a game, the user receives a download url and clicks on it. The Java application install on the phone and starts to run. From that moment on, users can read the contents of the current magazine.
    Besides articles (news, lifestyle) they have also included interactive content. An example is the popular poll-type of content (e.g. answer 10 questions to see what type of lover you are). This can work completely offline, since the content is already in the application.

    Even the advertising that is included in the application is available offline. When the user wants to engage with the advertiser, a connection is established and the user data is transferred.

    When the user wants to update the content to the latest edition, he selects the 'update' icon in the main interface (main interface visible above the 'works on normal phones' text). A connection is established and a 'downloading magazine' progress bar is displayed. The application is then updated internally on the phone. This means the user only needs to install the application once and from that point, new editions of the magazine are only 1 click away.
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Best Practices In Mobile Internet

  1. 1. Best practices in Mobile Internet From a publisher perspective
  2. 2. Learn from the pro’s: Google Mobile website as entry point Mobile app to create stickiness Simple user interface No click-and-wait
  3. 3. Learn from the publishers: De Standaard (Belgian newspaper) Mobile website made attractive Mobile relevant content Dynamic links for stickiness
  4. 4. Learn from the broadcasters: VT4 (Belgain TV channel) Create brand identity Install on phone Mix content with adds Focus on premium content
  5. 5. Learn from the magazines: Flair Distribute by SMS Install on phone Works on “normal” phones News Polls Advertising Lifestyle
  6. 6. Mobile content strategy evolution from Sanoma (magazine publisher) <ul><li>2007: mobile websites launched </li></ul><ul><li>“ Everyday, you get a one-hour session for free on the Vodafone live! portal. This way, users can access the mobile websites of our magazines Flair Mobile, Libelle Mobile en Femmes d’Aujourd’hui” </li></ul><ul><li>2008: mobile applications launched </li></ul><ul><li>Aimé van Hecke, CEO of Sanoma Magazines Belgium: “This development is truly innovative and gives a real value add to the mobile offering for women. We found that they want the mobile offering to be more flexible. With the mobile application, they can now consult the mobile magazine at all times, without worrying about connection costs or how long they are using it.” </li></ul>Distribute: SMS “MOB” to 3309 Distribute: Open browser on your mobile phone, Find a menu entry that says something like “enter URL” or “enter address” Type “” If you want to return to the site later you need to make a bookmark Consult your phone manual to see how
  7. 7. Citylive approach Mobile application (containing up to date widgets) Mobile website Fixed website Lead generation Plug-ins (in-situ preview) Extra Turnover (adds)
  8. 8. Citylive approach: future (now possible) Mobile application (containing up to date widgets) Mobile website Fixed website Lead generation Plug in (in-situ preview) Widgets in own website Widgets in facebook, blogs Widgets created by users Enrich content Personalised website Distribution the Web 2.0 way
  9. 9. Mock-up HBVL
  10. 10. Advantages of a widget solution <ul><li>Monetisation through in-app advertisement </li></ul><ul><li>Gradual adoption path: web -> mobile -> app </li></ul><ul><li>Multiple distribution of same content </li></ul><ul><li>User generated content becomes possible </li></ul><ul><li>Ultimate personalisation becomes possible </li></ul><ul><li>Innovate by combining : </li></ul><ul><li>mobile website </li></ul><ul><li>mobile application </li></ul><ul><li>widget approach </li></ul>