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@jonnykaldor - pugpig.com - kaldorgroup.com
Are apps all they're cracked up to be? (Or should we just embrace mobile web instead?)
You MUST have a mobile optimised website
It’s not an optional extra
@jonnykaldor - pugpig.com - kaldorgroup.com
Apps don’t have to be expensive
And mobile web isn’t necessarily cheap
@jonnykaldor - pugpig.com - kaldorgroup.com
This is more about phones than tablets
(they outnumber them by an order of magnitude)
@jonnykaldor - pugpig.com - kaldorgroup.com
Apps don't have to be digital replicas
(In fact they probably shouldn’t be)
@jonnykaldor - pugpig.com - kaldorgroup.com
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
What sort of audience am I looking for?
Smaller but more loyal and
valuable audience
Massive transient
audience
Does my audience need to access content offline?
I’ll need my content when
I’m on Dartmoor
Online only is fine
How do my readers want to consume content?
Curated journey
through less content
(relax)
More content,
search-based or
dipping in and out
(research)
How will I keep them coming back?
I want push, background
download, today widget,
home screen, badges
Direct mails are good
What sort of experience on the device do I want?
Dedicated native
experience on
each device
Consistent basic
experience across
all devices
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
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
What do I want to sell to my advertisers?
Interstitial ads
under a new deal
Well understood web-
based CPM model