The document discusses a publisher's strategy for developing a mobile presence, including creating a cross-functional task force, developing native apps for iOS, Android, and other platforms, and deciding whether to transition to an HTML5 platform. It also covers lessons learned so far, such as the need to build specialty apps, capture user data, address monetization challenges, and ensure editors stay informed about mobile trends.

1. Taking Your Publication Mobile
• The mobile concept; first gasps;
shaping the strategy.
• The decision to go native:
Text
developing the CFO app portfolio.
• Mobile, stage two.
• The decisions ahead.
• Lessons learned so far.
Vincent Ryan
ASBPE 2012 Digital Bootcamp

2. Source: Mary Meeker, Kleiner Perkins

4. Developing the Portfolio
• Formation of a cross-functional mobile
strategy task force. Mobile optimization
versus app?
• “Deus ex machina” – an out-of-the-blue call
from a platform provider.

5. Developing the Portfolio (cont’d)
• Polar Mobile develops CFO
app for iOS, iPad, Android,
Blackberry, Windows 7.
• Decision to rollout, 2 to 3
months, including app store
approval. (Debut Sep. 2011)
The app was out quickly, we
only pay a monthly
maintenance fee.
• A couple of thousand new
subscribers per month,
70,000 page views per
month, represents about 6%
of web site traffic.
• “It’s not perfect.”

6. Mobile, phase 2
• Build a “killer” specialty app? There are a lot of
financial calculators out there.
• “Media everywhere” – A transition from native apps
to an HTML 5, hardware-agnostic platform. Do we
keep our native apps? (Native app market even more
fragmented.)
• Capturing user info for BPA audits – an interstitial
registration form.
• Yes, it will now cost $.
• The monetization question. Hey, even Facebook
hasn’t figured this one out yet.
• Evolution of a separate digital edition.

7. HTML 5 vs. Native
HTML5 Native
Cross-platform development Device-consistent user experience
Leverage existing staff technical skills Discovery via app stores
Discovery via search Push alerts
Branding and user exp. flexibility In-app purchase

8. Editors, Be Flexible!
• Read, read, read about mobile content trends and,
and get your publisher to BUY you a smartphone and
an iPad!
• (Otherwise you may find yourself without a seat at
the table)
• Propose products. If no ROI, can you sell it as a cost-
reduction measure?
• Ally with the emedia/web teams, but don’t expect
sales to be on board.
• “Give to get.”
• You’re probably going to have to accomplish this with
your existing personnel.