Small is beautiful: Smart publishing for Smart phones

Marc Hartog Founder & CEO apptitudemedia.co.uk !Say Hello at Stand PM22 (right outside this theatre)

1 Billion smartphones sold in 2013 (IDC)

That’s 32 smartphones per second

Which means 7.5 smartphones are born for each baby born

And that’s a LOT

91% of all people on earth have a mobile phone.

56% of people own a smart phone

50% of mobile phone users use mobile as their primary

internet source

80% of time on mobile is spent inside apps

Mobile web adoption is growing x8 faster than web adoption did in the 1990s and early 2000s

Full-year app revenues forecasted to grow to $20.4 billion in 2013 and $63.5 billion in 2017

82 billion apps were downloaded worldwide in 2013 growing to 200 billion+ by 2017

Local Mobile Ad Spend is going to grow from $800M to $18B by 2016

61% of people have a better opinion of brands when they offer a good mobile experience

Android selling more than iPhone But iPhone users spend more on apps

25% of international media and marketing executives see mobile as the most disruptive force in their industry

What about the other 75%? What about you?

Apple Newsstand is far from great, But Android is non-existent.

Disclaimer*

*We are making it up as we go along!

Jobs introduces iPad

Tablets become our robot overlords

Established1854

BJP app development

Success of iPhone/Apps Font renditionToo much material

Shrink it? Rethink it.

Bite-sized chunks of content -£0.69 vs £6.99

Same vs different? Content/frequency/purpose?

30 magazines in WHSmiths !218 in newsstand category

!

!

‘good enough’ is not

good enough

Combined iPad+iPhone subs!42%!

iPhone only subs!18%!

Single issues - iPad!21%!

Single issues - iPhone!19%!

Paid sales by type!

More people buying iPad access than iPhone (62%)

iPad!65%!

iPhone!34%!

iPod touch!1%!

Sessions by device!

A third of all sessions activated from iPhone 17% of iPad sessions from a mini Nearly 2,000 sessions from an iPod touch!

iPhone 3G!3%!

iPhone 4/4S!48%!

iPhone 5/5C/5S!49%!

iPhone 6!0%!

Sessions by phone type!

Equally important to test on 4's and 5's No longer supporting older devices 2 sessions from an iPhone 6!!!

iPhone 5!82%!

iPhone 5C!2%!

iPhone 5S!16%!

And by the latest iPhone range!

7x more engagement from iPhone 5S vs 5C

3

Apple, the Apple logo, iPad, iPhone, iPod touch and iTunes are trademarks of Apple Inc, registered in the US and other countries. App Store is a service mark of Apple Inc

Image © Damien Demolder

Designed for the screen size and device

Content flow & design is key: Reductive

Content flow & design is key: Reductive

Bite-sized chunks of content

Downloadable on the go - file size is important

Use the right tools, and the right team

Embed social right in to the heart of the experience

Engage Free trials Promote

100.0%!

8.1%!3.7%! 5.9%!

0.4%!

13.6%!

0.0%!

20.0%!

40.0%!

60.0%!

80.0%!

100.0%!

Downloads! Free monthly trials! Monthly renewal! Free annual trials! Annual renewals! Single issue sales!

28% engagement post-download. Not bad. But 72% have gone away!

Monthly free trials outperforming annual by 140% - go figure?

Monthly renewals outperforming annual renewals by 300% - eh???

Single issue sales much higher than anticipated

Biggest wins will come from increased conversions

At each stage of the funnel

The funnel of love

What is the ARPD?

Rich & targeted push notifications

Segmentation & detailed analytics

Give your app to key influencers Give it to your staff

and your clients !

Let your print readers trial it free !

Visibility is really hard !

(So cheat) !

www.subs-plus.com

Advertisement **KLAXON**

magplus.com

Profitable Digital Publishing Developing Your App Strategy

What’s next?

What will you be wearing?

Stand PM22 Right outside this theatre WE HAVE BISCUITS