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Success In Digital Publishing
How To Build Apps That Enhance Your Brand
And Grow Your Revenue.

Staffan Ekholm
EVP and Co-...
Success?

torsdag 6 mars 14
Tablets become our
robot overlords

Jobs introduces iPad

torsdag 6 mars 14
Tablets become our
robot overlords

Jobs introduces iPad

torsdag 6 mars 14
Mag+ ?

torsdag 6 mars 14
Full publishing ecosystem for designing
and distributing content through apps
on touchscreen devices

torsdag 6 mars 14
Mag+ pioneers since Day 1

torsdag 6 mars 14
Today: 2,000+ Apps Built

magplus.com
torsdag 6 mars 14
Today: 2,000+ Apps Built

50%+ are non publishers

magplus.com
torsdag 6 mars 14
Mag+ customers
frequently featured in
Apple’s Newsstand (US)

torsdag 6 mars 14
Mag+ customers
frequently featured in
Apple’s Newsstand (US)

torsdag 6 mars 14
Success In Digital Publishing
How To Build Apps That Enhance Your Brand
And Grow Your Revenue.

torsdag 6 mars 14
”...Enhance Your Brand
And Grow Your Revenue.”

torsdag 6 mars 14
”...Enhance Your Brand
And Grow Your Revenue.”
Why do we think this is possible?

torsdag 6 mars 14
torsdag 6 mars 14
1. Growing market

torsdag 6 mars 14
We’re buying tablets and
smartphones like...

torsdag 6 mars 14
We’re buying tablets and
smartphones like...

torsdag 6 mars 14
We’re downloading apps like...

torsdag 6 mars 14
45 billion downloads

We’re downloading apps like...

torsdag 6 mars 14
We pay for apps!

Source: Strategy Analytics, App Revenue Forecast, November 2012

torsdag 6 mars 14
Global App Revenue forecast - 2017 ($M)

We pay for apps!

Tablets
Source: Strategy Analytics, App Revenue Forecast, Novem...
We spend more time with apps!

torsdag 6 mars 14
Spent time: Mobile Web vs. Apps

We spend more time with apps!

torsdag 6 mars 14
1. Growing market

torsdag 6 mars 14
1. Growing market
2. Apps add something unique

torsdag 6 mars 14
Apps vs. Browsers

torsdag 6 mars 14

?
Browsers

torsdag 6 mars 14
Browsers
Open

Accessible
Templated

Shared
Efficient

One size fits all
torsdag 6 mars 14
Browsers
Open

Accessible
Templated

Shared
Efficient

One size fits all
torsdag 6 mars 14
Apps

torsdag 6 mars 14
Apps
Packaged
Curated, elegant
Engaged

Easy to monetize
Tactile experience
Works offline

Native to the device
torsdag 6 ...
torsdag 6 mars 14
Lets you add contextual value to digital content

torsdag 6 mars 14
Lets you add contextual value to digital content

No longer at the mercy of a Google search

torsdag 6 mars 14
It is not a wrist screen
running clock software.

torsdag 6 mars 14
It is not a wrist screen
running clock software.

It’s a watch!

torsdag 6 mars 14
torsdag 6 mars 14
torsdag 6 mars 14
1. Growing market
2. Apps add something unique

torsdag 6 mars 14
1. Growing market
2. Apps add something unique
3. You know how to curate and
package content to niche audiences

torsdag 6...
torsdag 6 mars 14
torsdag 6 mars 14
1. Growing market
2. Apps add something unique
3. You know how to curate and
package content to niche audiences

torsdag 6...
1. Growing market
2. Apps add something unique
3. You know how to curate and
package content to niche audiences
4. Easy-to...
Pioneering with one-offs was hard

torsdag 6 mars 14
Today is different

Mag+
Adobe DPS
Aquafadas
...

torsdag 6 mars 14
Today is different

Mag+
Adobe DPS
Aquafadas
...

torsdag 6 mars 14
Flexible easy-to-use tools...

torsdag 6 mars 14
Flexible easy-to-use tools...

...are democratizing creativity, production,
distribution and monetization

torsdag 6 mars ...
Flexible easy-to-use tools...

...are democratizing creativity, production,
distribution and monetization
...lets you expe...
1. Growing market
2. Apps add something unique
3. You know how to curate and
package content to niche audiences
4. Easy-to...
1. Growing market
2. Apps add something unique
3. You know how to curate and
package content to niche audiences
4. Easy-to...
”...Enhance Your Brand
And Grow Your Revenue.”

torsdag 6 mars 14
”...Enhance Your Brand
And Grow Your Revenue.”
➡ Not extended reach
➡ Not the leanest production

torsdag 6 mars 14
”...Enhance Your Brand
And Grow Your Revenue.”
Requires growing customer base
and new revenue streams

torsdag 6 mars 14
Top 20 grossing U.S. apps

torsdag 6 mars 14
Top 20 grossing U.S. apps

Native: 20
PDF: 0

torsdag 6 mars 14
Top 20 grossing U.S. apps

Native: 20
PDF: 0

PDFs are disposables. You need valuables.

torsdag 6 mars 14
What to focus on
(#1 priority)

torsdag 6 mars 14
Product
value
torsdag 6 mars 14
And product values are
inseparable from the context

torsdag 6 mars 14
And product values are
inseparable from the context
(Values in other contexts
are almost irrelevant)

torsdag 6 mars 14
Your Brand

torsdag 6 mars 14

Apps
Your Brand

torsdag 6 mars 14

Apps
Your App

Your Brand

torsdag 6 mars 14

Apps
Re-think product values

torsdag 6 mars 14
Re-think product values
How strong are my customer relationships?
Why does my
audience love my
current products?

Which ar...
Re-think product values
How strong are my customer relationships?
Why does my
audience love my
current products?

Which ar...
That’s a challenge!

torsdag 6 mars 14
torsdag 6 mars 14
torsdag 6 mars 14
Enhanced brand and new revenue
requires going all in

torsdag 6 mars 14
Reaching your audience and
understanding user behavior

torsdag 6 mars 14
Go from push to pull

Subscriptions (auto-delivery)
Push (real-time)
In-app messages (get them when they open)
Newsfeeds (...
Create a genuine
connection with your user

torsdag 6 mars 14
Create a genuine
connection with your user
Once the app is on the device
– you’re embedded
It’s like having a walkie-talki...
Convert Non-Spenders into
Spenders

Track the conversion funnel
Use segmented messaging

torsdag 6 mars 14
Adopt to user behavior

torsdag 6 mars 14
Adopt to user behavior

torsdag 6 mars 14
Adopt to user behavior

•

•

•

torsdag 6 mars 14

table Cost per Customer
What’s your accep
and Download? £3? £0.5?
get
...
New revenue

torsdag 6 mars 14
New revenue

Single issues & Subscriptions
Trad ad space
Dynamic ads
Sponsorships
New products
New markets
...
torsdag 6 m...
New revenue

Single issues & Subscriptions
Trad ad space
Dynamic ads
Sponsorships
New products
New markets
...
torsdag 6 m...
My humble advice

torsdag 6 mars 14
Don’ts

torsdag 6 mars 14
Don’ts

➡ Don’t think this is a another version of print

torsdag 6 mars 14
Don’ts

➡ Don’t think this is a another version of print
➡ Don’t use only what you have for print

torsdag 6 mars 14
Don’ts

➡ Don’t think this is a another version of print
➡ Don’t use only what you have for print
➡ Don’t let streamlined ...
Don’ts

➡ Don’t think this is a another version of print
➡ Don’t use only what you have for print
➡ Don’t let streamlined ...
Do’s

torsdag 6 mars 14
Do’s

torsdag 6 mars 14
Do’s
➡ Remember what you do well:
delivering curated content to focused
audiences

torsdag 6 mars 14
Do’s
➡ Remember what you do well:
delivering curated content to focused
audiences

➡ Understand users’ expecations in
the ...
Do’s
➡ Remember what you do well:
delivering curated content to focused
audiences

➡ Understand users’ expecations in
the ...
Do’s
➡ Remember what you do well:
delivering curated content to focused
audiences

➡ Understand users’ expecations in
the ...
Do’s
➡ Remember what you do well:
delivering curated content to focused
audiences

➡ Understand users’ expecations in
the ...
Do’s
➡ Remember what you do well:
delivering curated content to focused
audiences

➡ Understand users’ expecations in
the ...
Do’s
➡ Remember what you do well:
delivering curated content to focused
audiences

➡ Understand users’ expecations in
the ...
Do’s
➡ Remember what you do well:
delivering curated content to focused
audiences

➡ Understand users’ expecations in
the ...
Do’s
➡ Remember what you do well:
delivering curated content to focused
audiences

➡ Understand users’ expecations in
the ...
Make Publishing Magic

PM22
Live demos every 30 min

Thank you!
magplus.com
torsdag 6 mars 14
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Success In Digital Publishing

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With imagination and intelligent investment, mobile publishing has a bright future as both traditional periodicals and new content brands reinvent publishing. At Publishing & Media Expo 2014 in London, Mag+ EVP discussed how to build apps that enhance your brand and grow your revenue.

Published in: Business
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Success In Digital Publishing

  1. 1. Success In Digital Publishing How To Build Apps That Enhance Your Brand And Grow Your Revenue. Staffan Ekholm EVP and Co-founder Mag+ February 25, 2014 · London torsdag 6 mars 14
  2. 2. Success? torsdag 6 mars 14
  3. 3. Tablets become our robot overlords Jobs introduces iPad torsdag 6 mars 14
  4. 4. Tablets become our robot overlords Jobs introduces iPad torsdag 6 mars 14
  5. 5. Mag+ ? torsdag 6 mars 14
  6. 6. Full publishing ecosystem for designing and distributing content through apps on touchscreen devices torsdag 6 mars 14
  7. 7. Mag+ pioneers since Day 1 torsdag 6 mars 14
  8. 8. Today: 2,000+ Apps Built magplus.com torsdag 6 mars 14
  9. 9. Today: 2,000+ Apps Built 50%+ are non publishers magplus.com torsdag 6 mars 14
  10. 10. Mag+ customers frequently featured in Apple’s Newsstand (US) torsdag 6 mars 14
  11. 11. Mag+ customers frequently featured in Apple’s Newsstand (US) torsdag 6 mars 14
  12. 12. Success In Digital Publishing How To Build Apps That Enhance Your Brand And Grow Your Revenue. torsdag 6 mars 14
  13. 13. ”...Enhance Your Brand And Grow Your Revenue.” torsdag 6 mars 14
  14. 14. ”...Enhance Your Brand And Grow Your Revenue.” Why do we think this is possible? torsdag 6 mars 14
  15. 15. torsdag 6 mars 14
  16. 16. 1. Growing market torsdag 6 mars 14
  17. 17. We’re buying tablets and smartphones like... torsdag 6 mars 14
  18. 18. We’re buying tablets and smartphones like... torsdag 6 mars 14
  19. 19. We’re downloading apps like... torsdag 6 mars 14
  20. 20. 45 billion downloads We’re downloading apps like... torsdag 6 mars 14
  21. 21. We pay for apps! Source: Strategy Analytics, App Revenue Forecast, November 2012 torsdag 6 mars 14
  22. 22. Global App Revenue forecast - 2017 ($M) We pay for apps! Tablets Source: Strategy Analytics, App Revenue Forecast, November 2012 torsdag 6 mars 14 Phones
  23. 23. We spend more time with apps! torsdag 6 mars 14
  24. 24. Spent time: Mobile Web vs. Apps We spend more time with apps! torsdag 6 mars 14
  25. 25. 1. Growing market torsdag 6 mars 14
  26. 26. 1. Growing market 2. Apps add something unique torsdag 6 mars 14
  27. 27. Apps vs. Browsers torsdag 6 mars 14 ?
  28. 28. Browsers torsdag 6 mars 14
  29. 29. Browsers Open Accessible Templated Shared Efficient One size fits all torsdag 6 mars 14
  30. 30. Browsers Open Accessible Templated Shared Efficient One size fits all torsdag 6 mars 14
  31. 31. Apps torsdag 6 mars 14
  32. 32. Apps Packaged Curated, elegant Engaged Easy to monetize Tactile experience Works offline Native to the device torsdag 6 mars 14
  33. 33. torsdag 6 mars 14
  34. 34. Lets you add contextual value to digital content torsdag 6 mars 14
  35. 35. Lets you add contextual value to digital content No longer at the mercy of a Google search torsdag 6 mars 14
  36. 36. It is not a wrist screen running clock software. torsdag 6 mars 14
  37. 37. It is not a wrist screen running clock software. It’s a watch! torsdag 6 mars 14
  38. 38. torsdag 6 mars 14
  39. 39. torsdag 6 mars 14
  40. 40. 1. Growing market 2. Apps add something unique torsdag 6 mars 14
  41. 41. 1. Growing market 2. Apps add something unique 3. You know how to curate and package content to niche audiences torsdag 6 mars 14
  42. 42. torsdag 6 mars 14
  43. 43. torsdag 6 mars 14
  44. 44. 1. Growing market 2. Apps add something unique 3. You know how to curate and package content to niche audiences torsdag 6 mars 14
  45. 45. 1. Growing market 2. Apps add something unique 3. You know how to curate and package content to niche audiences 4. Easy-to-use tools torsdag 6 mars 14
  46. 46. Pioneering with one-offs was hard torsdag 6 mars 14
  47. 47. Today is different Mag+ Adobe DPS Aquafadas ... torsdag 6 mars 14
  48. 48. Today is different Mag+ Adobe DPS Aquafadas ... torsdag 6 mars 14
  49. 49. Flexible easy-to-use tools... torsdag 6 mars 14
  50. 50. Flexible easy-to-use tools... ...are democratizing creativity, production, distribution and monetization torsdag 6 mars 14
  51. 51. Flexible easy-to-use tools... ...are democratizing creativity, production, distribution and monetization ...lets you experiment at a low cost torsdag 6 mars 14
  52. 52. 1. Growing market 2. Apps add something unique 3. You know how to curate and package content to niche audiences 4. Easy-to-use tools torsdag 6 mars 14
  53. 53. 1. Growing market 2. Apps add something unique 3. You know how to curate and package content to niche audiences 4. Easy-to-use tools torsdag 6 mars 14
  54. 54. ”...Enhance Your Brand And Grow Your Revenue.” torsdag 6 mars 14
  55. 55. ”...Enhance Your Brand And Grow Your Revenue.” ➡ Not extended reach ➡ Not the leanest production torsdag 6 mars 14
  56. 56. ”...Enhance Your Brand And Grow Your Revenue.” Requires growing customer base and new revenue streams torsdag 6 mars 14
  57. 57. Top 20 grossing U.S. apps torsdag 6 mars 14
  58. 58. Top 20 grossing U.S. apps Native: 20 PDF: 0 torsdag 6 mars 14
  59. 59. Top 20 grossing U.S. apps Native: 20 PDF: 0 PDFs are disposables. You need valuables. torsdag 6 mars 14
  60. 60. What to focus on (#1 priority) torsdag 6 mars 14
  61. 61. Product value torsdag 6 mars 14
  62. 62. And product values are inseparable from the context torsdag 6 mars 14
  63. 63. And product values are inseparable from the context (Values in other contexts are almost irrelevant) torsdag 6 mars 14
  64. 64. Your Brand torsdag 6 mars 14 Apps
  65. 65. Your Brand torsdag 6 mars 14 Apps
  66. 66. Your App Your Brand torsdag 6 mars 14 Apps
  67. 67. Re-think product values torsdag 6 mars 14
  68. 68. Re-think product values How strong are my customer relationships? Why does my audience love my current products? Which are my key assets? What other assets do I have? torsdag 6 mars 14 Question price, frequency, size What do consumers expect? How does that translate to the App world?
  69. 69. Re-think product values How strong are my customer relationships? Why does my audience love my current products? Which are my key assets? Question price, frequency, size What do consumers expect? Aling yourself with users’ expectations What other assets do I have? torsdag 6 mars 14 How does that translate to the App world?
  70. 70. That’s a challenge! torsdag 6 mars 14
  71. 71. torsdag 6 mars 14
  72. 72. torsdag 6 mars 14
  73. 73. Enhanced brand and new revenue requires going all in torsdag 6 mars 14
  74. 74. Reaching your audience and understanding user behavior torsdag 6 mars 14
  75. 75. Go from push to pull Subscriptions (auto-delivery) Push (real-time) In-app messages (get them when they open) Newsfeeds (up-to-date content) Web portals (engagement) Encourage good iTunes Ratings torsdag 6 mars 14
  76. 76. Create a genuine connection with your user torsdag 6 mars 14
  77. 77. Create a genuine connection with your user Once the app is on the device – you’re embedded It’s like having a walkie-talkie with the user You just have to speak into it Track behavior and adopt torsdag 6 mars 14
  78. 78. Convert Non-Spenders into Spenders Track the conversion funnel Use segmented messaging torsdag 6 mars 14
  79. 79. Adopt to user behavior torsdag 6 mars 14
  80. 80. Adopt to user behavior torsdag 6 mars 14
  81. 81. Adopt to user behavior • • • torsdag 6 mars 14 table Cost per Customer What’s your accep and Download? £3? £0.5? get pp Store Optimization bud What’s your A for 2014? Use best practices
  82. 82. New revenue torsdag 6 mars 14
  83. 83. New revenue Single issues & Subscriptions Trad ad space Dynamic ads Sponsorships New products New markets ... torsdag 6 mars 14
  84. 84. New revenue Single issues & Subscriptions Trad ad space Dynamic ads Sponsorships New products New markets ... torsdag 6 mars 14 Be creative!
  85. 85. My humble advice torsdag 6 mars 14
  86. 86. Don’ts torsdag 6 mars 14
  87. 87. Don’ts ➡ Don’t think this is a another version of print torsdag 6 mars 14
  88. 88. Don’ts ➡ Don’t think this is a another version of print ➡ Don’t use only what you have for print torsdag 6 mars 14
  89. 89. Don’ts ➡ Don’t think this is a another version of print ➡ Don’t use only what you have for print ➡ Don’t let streamlined workflow be your primary goal (produce once, publish many) (although tools lets you be cost efficient) torsdag 6 mars 14
  90. 90. Don’ts ➡ Don’t think this is a another version of print ➡ Don’t use only what you have for print ➡ Don’t let streamlined workflow be your primary goal (produce once, publish many) (although tools lets you be cost efficient) ➡ Don’t judge success based on early downloads torsdag 6 mars 14
  91. 91. Do’s torsdag 6 mars 14
  92. 92. Do’s torsdag 6 mars 14
  93. 93. Do’s ➡ Remember what you do well: delivering curated content to focused audiences torsdag 6 mars 14
  94. 94. Do’s ➡ Remember what you do well: delivering curated content to focused audiences ➡ Understand users’ expecations in the App context torsdag 6 mars 14
  95. 95. Do’s ➡ Remember what you do well: delivering curated content to focused audiences ➡ Understand users’ expecations in the App context ➡ Break free! Product, Revenue, Price and packaging torsdag 6 mars 14
  96. 96. Do’s ➡ Remember what you do well: delivering curated content to focused audiences ➡ Understand users’ expecations in the App context ➡ Break free! Product, Revenue, Price and packaging ➡ Think about this as a new channel, for revenue growth torsdag 6 mars 14
  97. 97. Do’s ➡ Remember what you do well: delivering curated content to focused audiences ➡ Understand users’ expecations in the App context ➡ Break free! Product, Revenue, Price and packaging ➡ Think about this as a new channel, for revenue growth ➡ Keep it simple and clear – No bells and whistles just because you can torsdag 6 mars 14
  98. 98. Do’s ➡ Remember what you do well: delivering curated content to focused audiences ➡ Understand users’ expecations in the App context ➡ Break free! Product, Revenue, Price and packaging ➡ Think about this as a new channel, for revenue growth ➡ Keep it simple and clear – No bells and whistles just because you can ➡ Question everything: price, frequency, size torsdag 6 mars 14
  99. 99. Do’s ➡ Remember what you do well: delivering curated content to focused audiences ➡ Understand users’ expecations in the App context ➡ Break free! Product, Revenue, Price and packaging ➡ Think about this as a new channel, for revenue growth ➡ Keep it simple and clear – No bells and whistles just because you can ➡ Question everything: price, frequency, size ➡ Measure, analyze, adopt torsdag 6 mars 14
  100. 100. Do’s ➡ Remember what you do well: delivering curated content to focused audiences ➡ Understand users’ expecations in the App context ➡ Break free! Product, Revenue, Price and packaging ➡ Think about this as a new channel, for revenue growth ➡ Keep it simple and clear – No bells and whistles just because you can ➡ Question everything: price, frequency, size ➡ Measure, analyze, adopt ➡ Go all in! torsdag 6 mars 14
  101. 101. Do’s ➡ Remember what you do well: delivering curated content to focused audiences ➡ Understand users’ expecations in the App context ➡ Break free! Product, Revenue, Price and packaging It begins with an attractive Product ➡ Think about this as a new channel, for revenue growth ➡ Keep it simple and clear – No bells and whistles just because you can ➡ Question everything: price, frequency, size ➡ Measure, analyze, adopt ➡ Go all in! torsdag 6 mars 14
  102. 102. Make Publishing Magic PM22 Live demos every 30 min Thank you! magplus.com torsdag 6 mars 14

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