Deck and session title: Taking Your Publication Mobile

1. Taking Your Publication Mobile
• The mobile concept; first gasps;
shaping the strategy.
• The decision to go native:
Text
developing the CFO app portfolio.
• Mobile, stage two.
• The decisions ahead.
• Lessons learned so far.
Vincent Ryan
ASBPE 2012 Digital Bootcamp

2. Source: Mary Meeker, Kleiner Perkins

4. Developing the Portfolio
• Formation of a cross-functional mobile
strategy task force. Mobile optimization
versus app?
• “Deus ex machina” – an out-of-the-blue call
from a platform provider.

5. Developing the Portfolio (cont’d)
• Polar Mobile develops CFO
app for iOS, iPad, Android,
Blackberry, Windows 7.
• Decision to rollout, 2 to 3
months, including app store
approval. (Debut Sep. 2011)
The app was out quickly, we
only pay a monthly
maintenance fee.
• A couple of thousand new
subscribers per month,
70,000 page views per
month, represents about 6%
of web site traffic.
• “It’s not perfect.”

6. Mobile, phase 2
• Build a “killer” specialty app? There are a lot of
financial calculators out there.
• “Media everywhere” – A transition from native apps
to an HTML 5, hardware-agnostic platform. Do we
keep our native apps? (Native app market even more
fragmented.)
• Capturing user info for BPA audits – an interstitial
registration form.
• Yes, it will now cost $.
• The monetization question. Hey, even Facebook
hasn’t figured this one out yet.
• Evolution of a separate digital edition.

7. HTML 5 vs. Native
HTML5 Native
Cross-platform development Device-consistent user experience
Leverage existing staff technical skills Discovery via app stores
Discovery via search Push alerts
Branding and user exp. flexibility In-app purchase

8. Editors, Be Flexible!
• Read, read, read about mobile content trends and,
and get your publisher to BUY you a smartphone and
an iPad!
• (Otherwise you may find yourself without a seat at
the table)
• Propose products. If no ROI, can you sell it as a cost-
reduction measure?
• Ally with the emedia/web teams, but don’t expect
sales to be on board.
• “Give to get.”
• You’re probably going to have to accomplish this with
your existing personnel.