Presentation from M-Publishing Conference on 1 June 2010 in London, www.camerjam.com/events/m-publishing

1. So you've got an iPhone app -
now what?
Paul Reddick
CEO, Handmark

2. The Opportunity
• People are consuming more news than ever from multiple
sources
• There is a growing urgency to be the first to hear the news
• Worldwide smartphone market to grow more than 30% each
year through 2012
• People using their phones as a primary source for accessing
news
• Mobile is one of the most dynamic, targeted mediums

3. An iPhone App = A Mobile Strategy

4. Considerations for Building a
Mobile Strategy
• Why am I doing this?
• What content assets should I mobilize?
• What technology should I use?
• What features should I build in?
• How do I drive distribution?

5. Considerations for Building a
Mobile Strategy
• Why am I doing this?
- Extend/build brand, audience and
loyalty
- Make money (via Advertising,
Cross-selling, Premium)
• What content assets should I mobilize?
• What technology should I use?
• What features should I build in?
• How do I drive distribution?

6. Considerations for Building a
Mobile Strategy
• Why am I doing this?
• What content assets should
I mobilize?
- Time-sensitive
- Reference
- Convenience
• What technology should I use?
• What features should I build in?
• How do I drive distribution?

7. Considerations for Building a
Mobile Strategy
• Why am I doing this?
• What content assets should I mobilize?
• What technology should I use?
- WAP/XHTML/HTML5
- Applications
- Which platforms
• What features should I build in?
• How do I drive distribution?

8. Considerations for Building a
Mobile Strategy
• Why am I doing this?
• What content assets should I mobilize?
• What technology should I use?
• What features should I build in?
- Print/slideshows/video
- Man/Machine interface
optimization
- Social/Sharing
- Links to online/print; favorites
• How do I drive distribution?

9. Considerations for Building a
Mobile Strategy
• Why am I doing this?
• What content assets should I mobilize?
• What technology should I use?
• What features should I build in?
• How do I drive distribution?
- Storefronts: getting in and being
discovered
- Leveraging your brand and
offline channels

10. Recommendations
• Build rich applications now
• Don’t stop at iPhone
• Define success
• Actively drive distribution
and monetization