Selling Cultural Content

Via Mobile Ian Barham 17th July 2012

Selling Visual

Content

• Sector already very multi-channel

• Continued Mobile “Buzz”

• Increased pressure to generate revenue

Easyart App

• Search artworks

• Change room sets

• View frame choices

Easyart App

• Utilizes iPhone camera

• Launched in 2010

• Over 25,000 downloads

Mobile Transactions In app transactions Jan 2010 – June 2012

Mobile traffic on site transactions Jan 2010 – June 2012

Mobile traffic on site generated 52 times revenue of app

Source: Google Analytics

App Traction

• Launch strategy needed

• App store ranking is vital

• Managing feedback and reviews key (as impact ranking)

App Engagement

• 26% downloaded apps used only once

• Engagement needs to be managed

- push messages

- new releases

- email drives

Source: www.localytics.com/blog/2011

Take Aways - Selling

Visual Content App:

Excites stake holders

x Requires new investment and skills

? Customer acquisition cost

Mobile Browser:

Proven potential

Leverages existing investment (some optimization beneficial)

? Future Proof