Building Design Magazine - Mobile Apps for Publications
Digital income currently represents more than 30% of BDs revenue• Digital subscriptions increasingly important but publishers have yet to prove that the pay wall model for websites can provide sustainable growth• Consumers are more willing to pay for content in app form, but are very sensitive to pricing• The BD approach is to pursue growth through the introduction of multiple platforms and payment options.
Four cornerstones for content delivery; print, online, mobile and app print, online, mobile and app
Why are publishers so interested in apps? • Mobile is growing • Glamour - Apps get attention and win awards • The old publishing model appears to be broken • Paying for content on mobile devices is easy and consumers are used to it (thanks iTunes!)
A bit of background•Bdonline mobile currently generates over 50,000 page views a month from20,000 visits90% of mobile users in western Europe can use them to access the internetSmartphone ownership in the UK grew by 80% last year - a third of the populationApple app store just announced it had passed the 25 billion downloads mark -represents huge growth in the five year period since the store openedPeople user their phones more than their tablets - a recent survey by Gigaomfound that a quarter of uk iPad owners use the device only once a week or less,mainly due to connectivity issues••••
How readers expect their consumption of content to change • We asked 800 Bdonline readers how they saw the way they consume content changing over the next year...• Blue = dramatic change• Green = marginal change
The BD news app • Launched November 2011 • Subscription wall introduced February 2012 • Over 5000 downloads • Lessons learnt - you can never guarantee approval. In-app subscriptions aren’t always looked upon kindly by Apple
The WA100 app• Developed in partnership with Woobius• First of its kind• Two to three month development and build period• Launched February 2012 on iPad and iPhone• Sales from around the world including USA, Australia, China, Denmark, Nigeria, Italy, Spain, Sweden• Lessons learnt - it takes longer than you think! Marketing is key.