Presentation from P&ME 2015

1. @jonnykaldor - pugpig.com - kaldorgroup.com

2. @jonnykaldor - pugpig.com - kaldorgroup.com
Are apps all they're cracked up to be?
(Or should we just embrace mobile web instead?)

3. What are we talking about here?
@jonnykaldor - pugpig.com - kaldorgroup.com

4. @jonnykaldor - pugpig.com - kaldorgroup.com
Mobile Web
Apps
Apps
Apps

5. In 2010, apps seemed to have such a bright future...
@jonnykaldor - pugpig.com - kaldorgroup.com

6. But are publishers becoming sceptical of their value?
@jonnykaldor - pugpig.com - kaldorgroup.com

7. Firstly let’s get a few things straight...
@jonnykaldor - pugpig.com - kaldorgroup.com

8. You MUST have a mobile optimised website
It’s not an optional extra
@jonnykaldor - pugpig.com - kaldorgroup.com

9. Apps don’t have to be expensive
And mobile web isn’t necessarily cheap
@jonnykaldor - pugpig.com - kaldorgroup.com

10. This is more about phones than tablets
(they outnumber them by an order of magnitude)
@jonnykaldor - pugpig.com - kaldorgroup.com

11. Apps don't have to be digital replicas
(In fact they probably shouldn’t be)
@jonnykaldor - pugpig.com - kaldorgroup.com

12. It’s always hard to take money for content, so don’t be
surprised when free content online performs better
than paid content in apps
@jonnykaldor - pugpig.com - kaldorgroup.com

13. Ok we get all that but which approach is better?
@jonnykaldor - pugpig.com - kaldorgroup.com

14. It all really depends on what you’re after...
@jonnykaldor - pugpig.com - kaldorgroup.com

15. What sort of audience am I looking for?
Smaller but more loyal and
valuable audience
Massive transient
audience

16. Where is my audience coming from?
Building a new
customer base
Large existing
subscriber base

17. How am I going to take payment?
I need an easy way
to take cash
I already have
a paywall

18. Does my audience need to access content offline?
I’ll need my content when
I’m on Dartmoor
Online only is fine

19. Is my content edition-based or continuous?
Give me my cover
to cover read
Keep it flowing baby

20. How do my readers want to consume content?
Curated journey
through less content
(relax)
More content,
search-based or
dipping in and out
(research)

21. How will I keep them coming back?
I want push, background
download, today widget,
home screen, badges
Direct mails are good

22. What sort of experience on the device do I want?
Dedicated native
experience on
each device
Consistent basic
experience across
all devices

23. Do I need to tap into the features of the device?
Yeah I want location,
calendar, contacts,
camera, audio player and
the rest
No thanks - let’s stick to
the content

24. How will readers save content?
I want a scrapbookBookmarks work for me

25. What skills do I have in house?
I have loads of app
developers (yeah right)
or I have access to an app
framework
I have loads of great
HTML developers

26. What do I want to sell to my advertisers?
Interstitial ads
under a new deal
Well understood web-
based CPM model

27. How much am I willing to invest?
I’m willing to
invest a little
I need to keep
costs very low

28. But the most important thing to know..
@jonnykaldor - pugpig.com - kaldorgroup.com

29. Is that the two models can sit together beautifully
@jonnykaldor - pugpig.com - kaldorgroup.com

30. As long as you remember a couple of things:
@jonnykaldor - pugpig.com - kaldorgroup.com

31. Be clear about which product does what for consumers
@jonnykaldor - pugpig.com - kaldorgroup.com

32. And for advertisers
@jonnykaldor - pugpig.com - kaldorgroup.com

33. And take a risk - what’s the worst that can happen?
@jonnykaldor - pugpig.com - kaldorgroup.com

34. @jonnykaldor - pugpig.com - kaldorgroup.com