Mobile development case study that chronicles a company's foray into mobile development, native app development, responsive design and mobile marketing. Highlights a publishing company overcoming resource, bandwidth and structural issues to deliver its content to mobile devices.

1. Making Mobile Work for You
SIPA
May 21, 2012
Mary Kay Lofurno

2. Making Mobile Work for You
• What we’ll cover
– Introduction
– WIS
– Background
– Challenge
– SAPinsider and insiderPROFILES apps
• Outcomes/Impact
–WebSphereinsight digital magazine
s
• Outcomes/Impact
– SAPinsider Event Scheduler app
• Outcomes/Impact

3. Mary Kay Lofurno, Director of Interactive Marketing at WIS
• Online marketing since 1997
• Before that, traditional direct marketing
• Areas of expertise:
 Search Engine Marketing/Online Marketing
 Search Engine Optimization
 Web Analytics
 Social Media
 Database Marketing, including LTV, LFM, RFM, and LMA
• MBA, Marketing, University of Hartford
• Certificate in Internet Systems, Bentley University
• “Marketing Geek”

4. Wellesley Information Services (WIS)
Subsidiary of the UCG Corporation
• Conferences and Seminars
• Custom Training
• Online Communities
• Books
• Magazines
• Knowledgebases
• Journals
• And more!

5. Background: SAPinsider
• WIS’s longest-running magazine
• Available in print, online,
and mobile app formats
• Controlled circulation, free to subscribe
• The premier source of information
on product and service initiatives
coming from SAP and its partners
• Subscribers enjoy:
 Strategic direction and guidance from
top SAP executives
 Practical advice on how to make the
most of their SAP investment
 Insiders’ insights on new SAP products

6. Background: insiderPROFILES
• insiderPROFILES is the companion
magazine to SAPinsider
• Launched in Q1 2010
• Also available in print, online
and mobile app formats
• Represents the voice of the
SAP customer
• Offers detailed profiles of today’s
most influential business and
IT leaders:
 Their strategies
 Their best practices
 How they deploy SAP systems to
achieve their objectives

7. Quick Stats: Our Readership
• 125,000+ qualified readers worldwide
 Our readers include SAP install base customers, SAP partners,
and SAP employees
• 65% of readers are based in North America, 24% in EMEA,
9% in APAC, and 2% in other worldwide locations
• Audience roles include senior-level management, directors,
analysts, developers, and project team members
 Key decision makers responsible for their companies’
strategy and technology investments
• We straddle both a business and IT readership

8. The Business Challenge
• Market conditions
• Mobile device use for the
audience we serve
• How do we best serve our
European customers?
• Organizational barriers to entry
• Antiquated, homegrown CMS
• Versions behind in Adobe
InDesign, InCopy, and Woodwing
• Limited IT bandwidth
• No experience with mobile on:
 Management team WHAT DO WE DO?
 Product team
 Marketing team We need to maintain
 IT team our edge!
 Art department

9. Course of Action: We Waded into the Water…
• Evaluated a full range of options from native app
development to software tools
• Chose Texterity
 Digital magazine solution
• Driving factors:
 PDF
 Authentication option
 Cost
 Least obtrusive solution to org challenges
 Gave us a starting point
It was enough to get our feet wet!

10. Our Mobile Apps
• Launched 4/25/2011 • Launched 10/17/2011
• iPad, iPhone, Android, • iPad, iPhone, Android,
and Kindle Fire versions and Kindle Fire versions
• 61,444 sessions • 3,186 sessions
• 14,055 new users • 1,022 new users
• Geographical distribution: • Geographical distribution:
North America 39% North America 50%
Europe 30% Europe 28%
Asia 17% Asia 11%

11. Our Mobile Apps (continued)
• Outcomes:
• Advertiser supported, immediately 250% profitable
• 50% of subscribers are new names
• Instant credibility with end users and partners
• Organizational benefits:
• Product – Content development model shift
• Marketing – Mobile marketing
• IT – Mobile subscription pages
• Art – Designing with mobile in mind
• Management Team – Update systems, ushered in new CMS

12. Next Step: Time for a Swim with Mobile App
WebSphereinsight digital magazine launch
s
• New product, first all-digital magazine, optimized for tablets and
smart phones
• Lead with the digital magazine before magazine Web site
(Phase 2)
• C-level executives, managers, and developers in the IBM
WebSphere space
• Known thought leader with an established track record in the
WebSphere vertical
• Content originates from our new Sitecore CMS
• Content is rendered by new CMS to fit the device
• Hired a development group to help us build the framework of the
mobile app delivered through the new CMS

13. Mobile App
Outcomes:
• 400 subscribers in the first
week and climbing
• 24,315 PVs, 1,443 Vs, 871
UVs, 10 min 30 sec TOS
• Social Buzz on the UI

14. Mobile App (continued)
Organizational benefits:
• Product – Launch innovation; digital magazine/mobile
first, then Web
• Marketing – Sophistication with analytics and marketing
tactics
• IT – More familiar with the new CMS and mobile delivery
• Art – Now truly designing for new media
• Management Team – The right technology in place, a
roadmap for implementing mobile across all our products
and services
• Template developed for digital magazine (including code
and installation) will be used again for other publications
(shared costs)

15. Wait…What about Native App Development?
• Background:
• Event Schedule App
 Mobile Scheduler App for Event Attendees
 Vendor went out of business
• Course of Action: We built our own
• SAPinsider Mobile Agenda
• https://secure2.wispubs.com/mobile/events/SCMPPC2012/O
rlando
• Works on Safari and Chrome
• Outcome:
• Attendees could download their session schedule on their
phones at events.

16. So Come on in … The Water is fine!
Thank you!
Mary Kay Lofurno
www.linkedin.com/in/marykaylofurno
Email: marykay.lofurno@wispubs.com
Phone: 781-751-8672