For Publishers: Case Studies and Market Research for Mobile B2B Digital Marketing

www.astekweb.com © 2013 Astek Consulting LLC
Mobile Essentials:
Making the Business Case
Andy Swindler, President, Astek
Greg Krehbiel, Director of Marketing Operations, Kiplinger

Mobile Trends

Mobile Growth
Mobile Traffic as % of Global Internet Traffic =
Growing 1.5x per Year & Likely to Maintain Trajectory or Accelerate
0%
5%
10%
15%
20%
25%
30%
12/08 12/09 12/10 12/11 12/12 12/13 12/14
%ofInternetTraffic
Global Mobile Traffic as % of Total Internet Traffic, 12/08 – 5/13
(with Trendline Projection to 5/15E)
0.9%
in 5/09
2.4%
in 5/10
15%
in 5/13
Source: StatCounter Global Stats, 5/13. Note that PC-based Internet data bolstered by streaming. 32
6%
in 5/11
10%
in 5/12
Trendline
E E

Smartphone OS Market Share – 2 Years

iPads Outpacing iPhones
0
10,000
20,000
30,000
40,000
50,000
60,000
0 1 2 3 4 5 6 7 8 9 10 11 12
GlobalUnitShipments(000)
Quarters After Launch
iPad iPhone
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
0 1 2 3 4 5 6 7 8 9 10 11 12
GlobalUnitShipments(000)
Quarters After Launch
iPad iPhone
First 12 Quarters Cumulative Unit Shipments, iPhone vs. iPad
Source: Apple, as of CQ1:13 (12 quarters post iPad launch).
Launch Dates: iPhone (6/29/07), iPad (4/3/10).
Tablet Growth =
More Rapid than Smartphones, iPad = ~3x iPhone Growth
44

How Do People Read?

Where Do People Read?

Adults to spend 2 hours and 21 minutes
per day on nonvoice mobile activites
DigitalSurpassing All Other Media

B2B Revenue

What’s Next?
Image Source: Computersciencelab.com, Wikipedia, IBM, Apple, Google, NTT docomo, Google, Jawbone, Pebble.
Technology Cycles Have Tended to Last Ten Years
Technology Cycles – Still Early Cycle on Smartphones + Tablets,
Now Wearables Coming on Strong, Faster than Typical 10-Year Cycle
Mainframe
Computing
1960s
Personal
Computing
1980s
Desktop Internet
Computing
1990s
Mobile Internet
Computing
2000s
Mini
Computing
1970s
Wearable /
Everywhere
Computing
2014+
Others?
49

Star Trek Predicted This Shift

Mobile for Publishers

Mobile Opportunities for Publishers
Content Delivery
 Deliver content when and where it’s needed
 Use device features to enhance content/convenience
(e.g., geo location, push notifications, offline access)
 Aggregation &Curation
Advertising
 Expand reach into new demographics
 CPMs vary by device
Branding
 Exposure on devices and in stores
 Perception of keeping up or leading
Sales
 Up-sell, cross-sell and bundling opportunities
Continuing Education / Certification

10 Rules of Thumb #1
Be careful with generic stats
 Time spent on mobile
 Sales of desktops vs. tablets
 General consumer behavior is not an
accurate tool to gauge value for your readers

Pay close attention to your behavior on
various devices
 “Email triage” on phone or tablet
 Get recipes, check weather, web search on
tablet
 True productivity on laptop or desktop
 What is benefit of each device for each task?

Don’t confuse anecdotes with data
 Learn from your own experience
 Listen to other people
 Nobody behaves the same way
 Quantitative vs. Qualitative research

Get your own stats
 Compare web & email, for example
 Align the mobile data with the medium/task
 Kiplinger mobile survey experience

Go mobile in stages
Evaluate discreet functions:
 Content creation
 Content curation
 Email (differentiate marketing and product delivery)
 Web pages (differentiate by type, audience?)
• Product pages
• E-commerce pages
• Customer service pages
• Free content vs. paid content
 Forms, tools, databases

Learn how and when your customers use
your content
 What's "mobile" about this content or this
function?
 Are they sitting in their office, or are they on
the road?
 Do they need it for a presentation?
 Is it part of their workflow?

Distinguish between Web and apps
 Mobile Web = good starting point
 Mobile Apps provide “better” experience
• Do you need offline content access?
• Do you need push notifications?
 Hybrid options closing the gap, but not yet

Distinguish between tablet and small
screens
 Well-formatted websites work well on tablets
 How do your readers read your content?
 Do they want to read on the go?
 Are you on an open source platform that has
mobile plug-ins? (e.g., Wordpress/Drupal)

Don’t listen to the geniuses
 Remember the “paperless office”?
 The PDA?
 The Segway?

Remember where you are earning your
revenue
 Don’t major in minors
 How does mobile fundamentally impact your
business model?
 Is mobile a convenience or necessity?
 Does it increase engagement?

Mobile Case Study:
EB Medicine
Market Research

Case Study: EB Medicine Goals
Get in touch with readers to reveal
EB Medicine’s true value proposition
Translate into ideal mobile experience for
subscribers

Case Study: EB Medicine
Astek helped to:
 Separate mobile buzz from reader reality
 Ascertain & define market opportunity for
mobile app
 Analyze competitive apps and publications
 Review technical capacity of EB website &
content to support recommended mobile app
 Review existing EB mobile Web solution

EBMedicine.net: Mobile Visits

Why Market Research?
 Don’t let fear guide a critical decision
 Increasing subscriber requests to be mobile
 General trend of mobile device usage increasing
 Survey responses reflected this:
• But who is responding?
• Is this data reliable for decision-making?
• Are we asking the right questions?
 Didn’t want to go mobile prematurely
 Mobile buzz increasing at SIPA

Qualitative Market Research
 In-Depth Interviews of 5 ER physicians
 Focus on:
• How they think
• How they use technology in their lives
 Time, Place & Purpose
• Where EB Medicine content fits in
 Short vs. Long

Key Findings:
 Two reader settings (research & clinical)
 Our greatest value is long-form in-depth content
for research
 Interest in short-form clinical reference
 Most of our readers are on Apple (iOS) devices
 Our people find apps via word-of-mouth
• You must be worth talking about
 Younger generations are app-centric
• We get residents “hooked” young

EBMedicine.net: Mobile Devices

Opportunities:
 Medical Reference app
• Create abstracted content that is easier for
reference purposes
• Huge job to do it retroactively
• More realistic to focus on new content
 Continuing Medical Education app
 Continue refining mobile Web experience

Advice from Stephanie Williford:
 Stick to your core value
 You need to be doing something in mobile
 Start small
 Do your homework / learn from your readers
• Now + Ongoing
 Your mobile website should link to full
version
 Don’t annoy people!
• You don’t get many second chances

Thank You!
Andy Swindler, Astek
andy@astekweb.com
Twitter.com/aswindler
Twitter.com/AstekWeb
LinkedIn.com/in/AndySwindler
www.astekweb.com
Greg Krehbiel, Kiplinger
GKrehbiel@kiplinger.com
www.kiplinger.com

For Publishers: Case Studies and Market Research for Mobile B2B Digital Marketing

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