This document discusses selling cultural and visual content via mobile apps and mobile browsers. It notes that the mobile sector is already multi-channel and there is increased pressure to generate revenue. An app called Easyart is described that allows users to search artworks, change room sets, and view frame choices. While the Easyart app had over 25,000 downloads, mobile traffic on the company's website generated 52 times more revenue than the app. The document concludes that selling content via mobile browsers has proven potential and leverages existing investments, while apps require new investments and skills and have uncertain customer acquisition costs.

1. Selling Cultural Content
Via Mobile
Ian Barham 17 th July 2012

2. Selling Visual
Content
• Sector already very multi-channel
• Continued Mobile “Buzz”
• Increased pressure to generate revenue

3. Easyart App
• Search artworks
• Change room sets
• View frame choices

4. Easyart App
• Utilizes iPhone camera
• Launched in 2010
• Over 25,000 downloads

5. Mobile Transactions
In app transactions Jan 2010 – June 2012
Mobile traffic on site transactions Jan 2010 – June 2012
 Mobile traffic on site generated 52 times revenue of app
Source: Google Analytics

6. App Traction
• Launch strategy
needed
• App store ranking is
vital
• Managing feedback
and reviews key (as
impact ranking)

7. App Engagement
• 26% downloaded
apps used only once
• Engagement needs to
be managed
- push messages
- new releases
- email drives
Source: www.localytics.com/blog/2011

8. Take Aways - Selling
Visual Content
App: Mobile Browser:
 Excites stake holders  Proven potential
x Requires new  Leverages existing
investment and skills investment (some
? Customer acquisition optimization beneficial)
cost ? Future Proof