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.

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
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2. Success?
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3. Tablets become our
robot overlords
Jobs introduces iPad
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4. Tablets become our
robot overlords
Jobs introduces iPad
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5. Mag+ ?
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6. Full publishing ecosystem for designing
and distributing content through apps
on touchscreen devices
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7. Mag+ pioneers since Day 1
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8. Today: 2,000+ Apps Built
magplus.com
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9. Today: 2,000+ Apps Built
50%+ are non publishers
magplus.com
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10. Mag+ customers
frequently featured in
Apple’s Newsstand (US)
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11. Mag+ customers
frequently featured in
Apple’s Newsstand (US)
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12. Success In Digital Publishing
How To Build Apps That Enhance Your Brand
And Grow Your Revenue.
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13. ”...Enhance Your Brand
And Grow Your Revenue.”
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14. ”...Enhance Your Brand
And Grow Your Revenue.”
Why do we think this is possible?
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15. torsdag 6 mars 14

16. 1. Growing market
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17. We’re buying tablets and
smartphones like...
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18. We’re buying tablets and
smartphones like...
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19. We’re downloading apps like...
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20. 45 billion downloads
We’re downloading apps like...
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21. We pay for apps!
Source: Strategy Analytics, App Revenue Forecast, November 2012
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22. Global App Revenue forecast - 2017 ($M)
We pay for apps!
Tablets
Source: Strategy Analytics, App Revenue Forecast, November 2012
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Phones

23. We spend more time with apps!
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24. Spent time: Mobile Web vs. Apps
We spend more time with apps!
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25. 1. Growing market
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26. 1. Growing market
2. Apps add something unique
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27. Apps vs. Browsers
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?

28. Browsers
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29. Browsers
Open
Accessible
Templated
Shared
Efficient
One size fits all
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30. Browsers
Open
Accessible
Templated
Shared
Efficient
One size fits all
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31. Apps
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32. Apps
Packaged
Curated, elegant
Engaged
Easy to monetize
Tactile experience
Works offline
Native to the device
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34. Lets you add contextual value to digital content
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35. Lets you add contextual value to digital content
No longer at the mercy of a Google search
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36. It is not a wrist screen
running clock software.
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37. It is not a wrist screen
running clock software.
It’s a watch!
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38. torsdag 6 mars 14

39. torsdag 6 mars 14

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

43. torsdag 6 mars 14

44. 1. Growing market
2. Apps add something unique
3. You know how to curate and
package content to niche audiences
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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
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46. Pioneering with one-offs was hard
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47. Today is different
Mag+
Adobe DPS
Aquafadas
...
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48. Today is different
Mag+
Adobe DPS
Aquafadas
...
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49. Flexible easy-to-use tools...
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50. Flexible easy-to-use tools...
...are democratizing creativity, production,
distribution and monetization
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51. Flexible easy-to-use tools...
...are democratizing creativity, production,
distribution and monetization
...lets you experiment at a low cost
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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
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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
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54. ”...Enhance Your Brand
And Grow Your Revenue.”
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55. ”...Enhance Your Brand
And Grow Your Revenue.”
➡ Not extended reach
➡ Not the leanest production
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56. ”...Enhance Your Brand
And Grow Your Revenue.”
Requires growing customer base
and new revenue streams
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57. Top 20 grossing U.S. apps
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58. Top 20 grossing U.S. apps
Native: 20
PDF: 0
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59. Top 20 grossing U.S. apps
Native: 20
PDF: 0
PDFs are disposables. You need valuables.
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60. What to focus on
(#1 priority)
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61. Product
value
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62. And product values are
inseparable from the context
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63. And product values are
inseparable from the context
(Values in other contexts
are almost irrelevant)
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64. Your Brand
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Apps

65. Your Brand
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Apps

66. Your App
Your Brand
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Apps

67. Re-think product values
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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?
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Question price,
frequency, size
What do
consumers
expect?
How does that
translate to the
App world?

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?
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How does that
translate to the
App world?

70. That’s a challenge!
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71. torsdag 6 mars 14

72. torsdag 6 mars 14

73. Enhanced brand and new revenue
requires going all in
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74. Reaching your audience and
understanding user behavior
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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
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76. Create a genuine
connection with your user
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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
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78. Convert Non-Spenders into
Spenders
Track the conversion funnel
Use segmented messaging
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79. Adopt to user behavior
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80. Adopt to user behavior
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81. Adopt to user behavior
•
•
•
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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. New revenue
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83. New revenue
Single issues & Subscriptions
Trad ad space
Dynamic ads
Sponsorships
New products
New markets
...
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84. New revenue
Single issues & Subscriptions
Trad ad space
Dynamic ads
Sponsorships
New products
New markets
...
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Be creative!

85. My humble advice
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86. Don’ts
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87. Don’ts
➡ Don’t think this is a another version of print
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88. Don’ts
➡ Don’t think this is a another version of print
➡ Don’t use only what you have for print
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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)
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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
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91. Do’s
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92. Do’s
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93. Do’s
➡ Remember what you do well:
delivering curated content to focused
audiences
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94. Do’s
➡ Remember what you do well:
delivering curated content to focused
audiences
➡ Understand users’ expecations in
the App context
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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. 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. 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. 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. 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. 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. 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!
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102. Make Publishing Magic
PM22
Live demos every 30 min
Thank you!
magplus.com
torsdag 6 mars 14