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.
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