the unbundled app
TRANSCRIPT
The Unbundled App
Michael Kowalski Contentment.io @micycle
“Space is big. Really big. You just won’t believe how vastly, hugely, mind-bogglingly big it is. I mean, you may think it’s a long way down the road to the chemist, but that’s just peanuts to space.”
— Douglas Adams
Or mobile. Mobile is big too.
90%
of mobile time spent in apps
50%
of world population owns a mobile
38%
of all web traffic, and rising
• More mobiles than people on the planet • People look at their phones 150x a day
Source: Ofcom, Aug 2014
Viewing media is what people do all day
• Always on you. Always on. • More media being viewed more often
than ever before. • And rising.
Mobile is not digital.
Mobile is yet another revolution for publishing.
• Replica editions really suck on mobile
• But: mobile is not just about making your design responsive
How often do you look at your phone – 100x, 200x a day?
How often do you update your digital edition – 1x a week? A month?
For mobile, need to think about product design
not page design
• Designing for mobile is like designing for anything else
• It’s about putting the user at the heart of your design
Mobile-centric publishing is user-centric publishing.
What mobile users want • Find out what's going on
• Find my way around
• Learn something
• Kill a few minutes
• Share with others
Why people like apps • Simple user flow: one thing at a time • Highly focused, even single purpose • A mobile is not even a computer. It's
more like an appliance • You push a button to do something
Unbundling magazines for mobile users • Break out specific use cases and value
propositions • Build highly focused apps that connect
with the way people use their mobiles. • What are the buttons people could
push?
Q: What publisher has the time or resources?
A. Mobile means unbundling your workflow too.
5:2 Diet Planner Repackaging recipes from back issues of a women's title has given Time Inc UK a hugely successful app. Nominated for App of the Year at the British Media Awards.
The Long + The Short A new themed season opens every couple of months. Fresh stories are posted frequently. Nominated for Launch of the Year at the Digital Magazine Awards.
• Ready made continuous publishing apps • Very low cost setup and workflow • Hits a common mobile use case on the
head – frequent, small updates • Not just for magazines: membership
organisations, company comms, PR, content marketing…
Introducing Channels
How Channels work
• Channels jump straight into the content, rather than starting with a list of back issues
• Channels are frequently updated, so that they are worth checking every day
• Channels are simple to navigate, with a fluid reading experience
• Channel stories can be easily shared with other people
• Channels can include stories reposted from elsewhere on the web
• Including video, audio, web previews and more
Card library • Drop-in rich functionality without coding • Cards are shareable and reusable
VIDEOTWEET
POST CHART
MAPGALLERY
HERO DATA CAPTURE
Low impact workflow • Repost straight from the web with
our bookmark or smart paste • Publish as frequently as you like
15 minutes per day
Work on the go • Our Contentment
Mobile app lets you post updates right from your phone
• InDesign not needed
Find an interesting story on the web
Choose “Open in Contentment” bookmark
1 2
Contentment app opens, importing card
Add your own commentary and post to your Channel
3 4
— Barksdale
“There are only two ways to make money in business. One is to bundle. The other is to unbundle.”
Mobile is about unbundling
