Mike Haney · New York · March 19, 2015 · Mobile Innovation

Put your Content Where your Audience is: On Mobile

Hi, we’re Mag+

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What’s Mag+?

An end-to-end solutionfor creating and distributing

content for touchscreenmobile devices.

It’s your mobile content hub.

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How does it work?

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1. Create and curate your content.

Sources:•InDesign•Web•RSS•Newsfeed•CMS/DAM

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How does it work?

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2. Use our Web-based admin portal

• Upload content

• Build apps• Send

notifications• Set

entitlements

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How does it work?

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3. Distribute to a white-label or custom mobile app

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What do you do with it?

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• Magazines—consumer, trade, custom

• Annual and financial reports

• Catalogs and e-commerce

• Sales enablement

• Internal communications

• Manuals

• Branded content

• Entertainment (music and video)

• Museums, education, sports …

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History

• Founded in 2009

• Launched with the iPad in 2010

• Now 4,400+ public and private apps created across 1,900 brands

• 23 million app installs

• 60 employees in NYC, Stockholm

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Supports all mobile devices

• Build apps for iPad, iPhone, Android tablet and phone,as well as Kindle Fire

• Distribute apps in public marketplaces or privately

• Create free or paid apps, newsstand or standalone

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Multiple sources

• Design your own content using InDesign (CS4-CC)

• Use our Studios service

• Deliver content through embedded HTML, send in-app messages, live news and push notifications

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Personalized content

• Add sign-in capabilities to gate content

• Segment content based on behavior

• Make the app increasingly personal

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Analytics and marketing

• Built-in analytics to measure audience behavior and usage

• Marketing tools to reach new audiences

• Drive downloads, increase conversions, measure ROI

Pricing

OccasionallyPer Issue

• One app

• One device

• Pay per issue

$999/issue

FrequentlyMonthly

• One app

• One device

• Unlimited issues

$499/month

All features included at all levels. No mandatory download fees, ever

How often do you want to publish issues?

• Build a custom Mag+ app!

• Includes two components: the MIB reader and the Connection to the Mag+ backend

• Allows you to use the Mag+ design tools and backend, while creating a custom end user experience

• Customize the navigation, features, functions, menu, etc.

• Or build the Mag+ functionality into another app—add a content tab to games, utilities, larger apps

Mag+ app SDK

$3,499/month

So what?

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Mobile is the first fundamentally new content distribution channel since desktop (web) 20 years ago.

The new universe

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The reach, immediacy and intimacy of the mobile channel is disrupting publishing.

The new universe

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The new universe

Does your brand tweet?

Have a Facebook page?

A Pinterest page?

A blog?

YES!

Congratulations,you’re a

publisher!

No! We don’t likeloyal consumers.

Good luck with that.

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Every brand is now a publisher.• Gatekeepers aren’t dead, but they’re not required.• Twenty years ago, how many brands thought about

content?

The new universe

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Every brand is now a publisher.• Gatekeepers aren’t dead, but they’re not required.• Twenty years ago, how many brands thought about

content?

The new universe

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The new universe

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Brands as publishers

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Publishing workflow is no longer linear.There are new (and many more) inputs and outputs.And there are new monetization ecosystems

The new universe

Writer / Editor

Media Audience

Audience

Media

Brand

Social

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Publishing is now more multi-channel: content consumers expect content in a variety of forms, from a variety of curators and at a variety of frequencies

The new universe

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The good news:In a world of unlimited information, curation matters.So do experts.Brands are experts.

The new universe

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Church

Content matters

State

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Editorial

Content matters

Ads

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Good content

Content matters

Shitty content

Mobile is where people live

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91% of adults have their mobile phone within arms’ reach 24/7. (Nielsen)

57% of people say that the tablet is their favorite place to consume content. (Mequoda Tablet

Study)

Adults spend more time on mobile media than they do on newspapers and magazines combined. (Nielsen)

Apps are what they use

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Customers are downloading more than 800 apps per second at a rate of over two billion apps per month in the App Store. (Apple)

As of February 2013, there are 224 million app users in the U.S. compared to 221 million laptop and desktop users. (Flurry)

In 2013 Flurry counted 1.126 trillion app sessions.

Apps are the language

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• 80% of a mobile users time is spent in Apps rather than mobile web.

Flurry Analytics: April 2013

Apps are the language

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App sessions on the tablet are four times longer than web sessions (24 minutes versus 6), and phone sessions three times as long. (Adobe)

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What should you do?

AppsYour Brand

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What should you do?

AppsYour Brand

Your App

Some examples

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Sales apps

EMC Interactive

• Tablet app for sales professionals and partners

• Demonstrates the value of EMC’s business solutions and technologies to EMC customers

• Internally distributed through private app store and through public Apple App Store

• Full user analytics gives sales manager insights into reps use of app

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Report apps

United Nations Annual Report

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Product apps

Maserati Product Catalog

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Product apps

VIC FIRTH

Vic Firth Product Catalog• Includes sample

drumming patterns and lessons

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Product apps

Volvo Trucks• Used by Volvo sales force to

inspire and explain technical details

• Shows various vehicle options and configurations

• Volvo allows current customers, sales representatives and potential customers access to download this enterprise app

• This app has been translated into 29 different languages and published globally

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Catalog apps

Famous Footwear

• Seasonal catalog featuring full lines of shoes

• Distributed to more than 1,000 stores and to consumers

• Built in m-commerce allows users to purchase shoes directly from Famous Footwear

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Companion apps

Emory Riddle Admissions App• Companion to the

print Admissions Brochure

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Companion apps

University of South Carolina Transitions 101• Companion to

textbook for a “welcome to campus” class for all freshmen

• Interactive sports schedules

• Assignment submission via app

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Training apps

Ford training app for dealers

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Event apps

PetSmart Employee Conference app

• Includes interactive note-taking component

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Event apps

Joe Gibbs Racing Guide to 2013 NASCAR Chase

Take-aways

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Strategy =

Goals + Content Inventory + Resources

What do I expect to get

out of this app?

What will I/we consider success?

What content do I have? What content could I

have? What content does the audience I want to get expect from this app?

What kind of money do I have?

What kind of talent do I have? What kind of

time do I have?

Have a goal

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• I have to seek out your web site or print product.

• Once the app is on my device, you’re embedded.

• It’s like having a walkie-talkie with the user.

• You just have to speak into it!

• Apps can create an intimate connection.

Go from push to pull

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• Issues/curated bundles of content

• Subscriptions (auto delivery)

• Push (real-time)

• In-app messages (get them when they open)

• Newsfeeds (up-to-date content)

• Web tools/apps (engagement)

Use all content channels

Don’t just think about being a publisher.

Think about being a communicator.

Be relevant.

Be timely.

Make the conversation two-way.

Establish a relationship with your user

and it will pay off.

Parting advice …