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With imagination and intelligent investment, mobile publishing has a bright future as both traditional periodicals and new content brands reinvent publishing. At Publishing & Media Expo 2014 in London, Mag+ EVP discussed how to build apps that enhance your brand and grow your revenue.
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February 25, 2014 · London
Success In Digital Publishing How To Build Apps That Enhance Your BrandAnd Grow Your Revenue.
Staffan EkholmEVP and Co-founder Mag+
torsdag 6 mars 14
Success?
torsdag 6 mars 14
Jobs introduces iPad
Tablets become our robot overlords
torsdag 6 mars 14
Jobs introduces iPad
Tablets become our robot overlords
torsdag 6 mars 14
Mag+ ?
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Full publishing ecosystem for designingand distributing content through apps
on touchscreen devices
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Mag+ pioneers since Day 1
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magplus.com
Today: 2,000+ Apps Built
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magplus.com
50%+ are non publishers
Today: 2,000+ Apps Built
torsdag 6 mars 14
Mag+ customers frequently featured in Apple’s Newsstand (US)
torsdag 6 mars 14
Mag+ customers frequently featured in Apple’s Newsstand (US)
torsdag 6 mars 14
Success In Digital Publishing How To Build Apps That Enhance Your BrandAnd Grow Your Revenue.
torsdag 6 mars 14
”...Enhance Your BrandAnd Grow Your Revenue.”
torsdag 6 mars 14
”...Enhance Your BrandAnd Grow Your Revenue.”
Why do we think this is possible?
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1. Growing market
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We’re buying tablets and smartphones like...
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We’re buying tablets and smartphones like...
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We’re downloading apps like...
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We’re downloading apps like...
45 billion downloads
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We pay for apps!
Source: Strategy Analytics, App Revenue Forecast, November 2012
torsdag 6 mars 14
We pay for apps!
Source: Strategy Analytics, App Revenue Forecast, November 2012
Global App Revenue forecast - 2017 ($M)
Tablets Phones
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We spend more time with apps!
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We spend more time with apps!
Spent time: Mobile Web vs. Apps
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1. Growing market
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1. Growing market
2. Apps add something unique
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vs.Apps Browsers ?
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Browsers
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Browsers
Open
Accessible
One size fits all
Shared
Templated
Efficient
torsdag 6 mars 14
Browsers
Open
Accessible
One size fits all
Shared
Templated
Efficient
torsdag 6 mars 14
Apps
torsdag 6 mars 14
Apps
PackagedCurated, elegant
Tactile experience
Native to the device
Easy to monetizeEngaged
Works offline
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torsdag 6 mars 14
Lets you add contextual value to digital content
torsdag 6 mars 14
Lets you add contextual value to digital content
No longer at the mercy of a Google search
torsdag 6 mars 14
It is not a wrist screen running clock software.
torsdag 6 mars 14
It’s a watch!
It is not a wrist screen running clock software.
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torsdag 6 mars 14
torsdag 6 mars 14
1. Growing market
2. Apps add something unique
torsdag 6 mars 14
1. Growing market
2. Apps add something unique
3. You know how to curate and package content to niche audiences
torsdag 6 mars 14
torsdag 6 mars 14
torsdag 6 mars 14
1. Growing market
2. Apps add something unique
3. You know how to curate and package content to niche audiences
torsdag 6 mars 14
1. Growing market
2. Apps add something unique
3. You know how to curate and package content to niche audiences
4. Easy-to-use tools
torsdag 6 mars 14
Pioneering with one-offs was hard
torsdag 6 mars 14
Mag+ Adobe DPS Aquafadas ...
Today is different
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Mag+ Adobe DPS Aquafadas ...
Today is different
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Flexible easy-to-use tools...
torsdag 6 mars 14
Flexible easy-to-use tools...
...are democratizing creativity, production, distribution and monetization
torsdag 6 mars 14
Flexible easy-to-use tools...
...are democratizing creativity, production, distribution and monetization
...lets you experiment at a low cost
torsdag 6 mars 14
1. Growing market
2. Apps add something unique
3. You know how to curate andpackage content to niche audiences
4. Easy-to-use tools
torsdag 6 mars 14
1. Growing market
2. Apps add something unique
3. You know how to curate andpackage content to niche audiences
4. Easy-to-use tools
1. Growing market
2. Apps add something unique
3. You know how to curate andpackage content to niche audiences
4. Easy-to-use tools
torsdag 6 mars 14
”...Enhance Your BrandAnd Grow Your Revenue.”
torsdag 6 mars 14
”...Enhance Your BrandAnd Grow Your Revenue.”
➡ Not extended reach➡ Not the leanest production
torsdag 6 mars 14
”...Enhance Your BrandAnd Grow Your Revenue.”
Requires growing customer baseand new revenue streams
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Top 20 grossing U.S. apps
torsdag 6 mars 14
Top 20 grossing U.S. apps
Native: 20PDF: 0
torsdag 6 mars 14
Top 20 grossing U.S. apps
Native: 20PDF: 0
PDFs are disposables. You need valuables.
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What to focus on(#1 priority)
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Product value
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And product values are inseparable from the context
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And product values are inseparable from the context
(Values in other contexts are almost irrelevant)
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AppsYour Brand
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AppsYour Brand
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AppsYour Brand
Your App
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Re-think product values
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Re-think product values
How strong are my customer relationships?
Why does my audience love my
current products?
Which are my key assets?
How does that translate to the App world?
What other assets do I have?
What do consumers expect?
Question price, frequency, size
torsdag 6 mars 14
Re-think product values
How strong are my customer relationships?
Why does my audience love my
current products?
Which are my key assets?
How does that translate to the App world?
What other assets do I have?
What do consumers expect?
Question price, frequency, size
Aling yourself with users’ expectations
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That’s a challenge!
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torsdag 6 mars 14
torsdag 6 mars 14
Enhanced brand and new revenue requires going all in
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Reaching your audience and understanding user behavior
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Subscriptions (auto-delivery)
Push (real-time)
In-app messages (get them when they open)
Newsfeeds (up-to-date content)
Web portals (engagement)
Encourage good iTunes Ratings
Go from push to pull
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Create a genuine connection with your user
torsdag 6 mars 14
Once the app is on the device – you’re embedded
It’s like having a walkie-talkie with the user
You just have to speak into it
Track behavior and adopt
Create a genuine connection with your user
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Track the conversion funnel
Use segmented messaging
Convert Non-Spenders into Spenders
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Adopt to user behavior
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Adopt to user behavior
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Adopt to user behavior
• What’s your acceptable Cost per Customer
and Download? £3? £0.5?
• What’s your App Store Optimization budget
for 2014?
• Use best practices
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New revenue
torsdag 6 mars 14
Single issues & Subscriptions
Trad ad space
Dynamic ads
Sponsorships
New products
New markets
...
New revenue
torsdag 6 mars 14
Single issues & Subscriptions
Trad ad space
Dynamic ads
Sponsorships
New products
New markets
...
New revenue
Be creative!
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My humble advice
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Don’ts
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➡ Don’t think this is a another version of print
Don’ts
torsdag 6 mars 14
➡ Don’t think this is a another version of print➡ Don’t use only what you have for print
Don’ts
torsdag 6 mars 14
➡ Don’t think this is a another version of print➡ Don’t use only what you have for print➡ Don’t let streamlined workflow be your
primary goal (produce once, publish many)(although tools lets you be cost efficient)
Don’ts
torsdag 6 mars 14
➡ Don’t think this is a another version of print➡ Don’t use only what you have for print➡ Don’t let streamlined workflow be your
primary goal (produce once, publish many)(although tools lets you be cost efficient)
➡ Don’t judge success based on early downloads
Don’ts
torsdag 6 mars 14
Do’s
torsdag 6 mars 14
Do’s
torsdag 6 mars 14
Do’s
➡ Remember what you do well: delivering curated content to focused audiences
torsdag 6 mars 14
Do’s
➡ Remember what you do well: delivering curated content to focused audiences
➡ Understand users’ expecations in the App context
torsdag 6 mars 14
Do’s
➡ Remember what you do well: delivering curated content to focused audiences
➡ Understand users’ expecations in the App context
➡ Break free! Product, Revenue, Price and packaging
torsdag 6 mars 14
Do’s
➡ Remember what you do well: delivering curated content to focused audiences
➡ Understand users’ expecations in the App context
➡ Break free! Product, Revenue, Price and packaging
➡ Think about this as a new channel, for revenue growth
torsdag 6 mars 14
Do’s
➡ Remember what you do well: delivering curated content to focused audiences
➡ Understand users’ expecations in the App context
➡ Break free! Product, Revenue, Price and packaging
➡ Think about this as a new channel, for revenue growth
➡ Keep it simple and clear – No bells and whistles just because you can
torsdag 6 mars 14
Do’s
➡ Remember what you do well: delivering curated content to focused audiences
➡ Understand users’ expecations in the App context
➡ Break free! Product, Revenue, Price and packaging
➡ Think about this as a new channel, for revenue growth
➡ Keep it simple and clear – No bells and whistles just because you can
➡ Question everything: price, frequency, size
torsdag 6 mars 14
Do’s
➡ Remember what you do well: delivering curated content to focused audiences
➡ Understand users’ expecations in the App context
➡ Break free! Product, Revenue, Price and packaging
➡ Think about this as a new channel, for revenue growth
➡ Keep it simple and clear – No bells and whistles just because you can
➡ Question everything: price, frequency, size
➡ Measure, analyze, adopt
torsdag 6 mars 14
Do’s
➡ Remember what you do well: delivering curated content to focused audiences
➡ Understand users’ expecations in the App context
➡ Break free! Product, Revenue, Price and packaging
➡ Think about this as a new channel, for revenue growth
➡ Keep it simple and clear – No bells and whistles just because you can
➡ Question everything: price, frequency, size
➡ Measure, analyze, adopt
➡ Go all in!torsdag 6 mars 14
Do’s
➡ Remember what you do well: delivering curated content to focused audiences
➡ Understand users’ expecations in the App context
➡ Break free! Product, Revenue, Price and packaging
➡ Think about this as a new channel, for revenue growth
➡ Keep it simple and clear – No bells and whistles just because you can
➡ Question everything: price, frequency, size
➡ Measure, analyze, adopt
➡ Go all in!
It begins with an attractive Product
torsdag 6 mars 14
Thank you!magplus.com
Make Publishing Magic
PM22Live demos every 30 min
torsdag 6 mars 14