small is beautiful: smart publishing for smart phones
DESCRIPTION
There are more iPhones sold every second of the day then babies born on Planet Earth. The way people consume content on their smartphone has kick-started a publishing revolution and the award-winning Apptitude Media have produced some of the worlds first dedicated smartphone magazines. In this keynote given at the UK's Publishing Expo in February 2014, CEO Marc Hartog delivers some helpful tips and shares some of the lessons learned along the way. More about Apptitude here: http://vimeo.com/85234900TRANSCRIPT
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