Publishing App Expo Keynote 12-8-11

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Pub Apps: You Have No Idea How Much You Don’t Know

Rebecca Lieb@lieblinkAnalyst, Altimeter Group

(But asking these 10 questions can help)

© 2011 Altimeter Group

1. Competition

2. Technology & Platform

3. Content & Audience

Agenda2

© 2011 Altimeter Group

1. Competition

2. Technology & Platform

3. Content & Audience

Agenda3

#1 Who are your competitors – Brands?

© 2011 Altimeter Group

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Content marketers plan to beef up their mobile strategy

in the next one to three years. Where will you be?

© 2011 Altimeter Group

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Recommendations

What can you offer that a 500 lb. gorilla can’t?

• Subject matter expertise• Presentation

• Speed-to-market• A more compelling experience

#2 Who are your competitors – agency side?

© 2011 Altimeter Group

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“Content types we’ll be adding within the next three years? Mobile’s the easy answer”

– David Berkowitz, 360i

© 2011 Altimeter Group

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Recommendations

Remember that agencies are frenemies

Keep them close, but don’t show all your cards too early

© 2011 Altimeter Group

1. Competition

2. Technology & Platform

3. Content & Audience

Agenda10

#3 What will mobile advertising look like?

© 2011 Altimeter Group

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© 2011 Altimeter Group

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Recommendations

Experiment. Be flexible.Develop new models & explore custom solutions.

Test, test, and test some more.

#4 Who will win the format war?

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© 2011 Altimeter Group

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Recommendations

If you put all your eggs into one basket, pick that basket very carefully.

Content for Mac fans? iPhone!Business users? Blackberry

Largest smartphone user base? Android

#5 Apps are mobile. So what’s “mobile,” anyway?

© 2011 Altimeter Group

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© 2011 Altimeter Group

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Recommendations

Determine what mobile is – it shapes what you publish.

#6 Who supports development efforts – both internally and

externally?

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Who will you turn to for mobile strategy and app

development? An agency, internal resources, or both?

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Recommendations

Build strategy into technology considerations for scale

Simple as a mobile-enabled CMS?Vastly more complex & multiplatform?

© 2011 Altimeter Group

1. Competition

2. Technology & Platform

3. Content & Audience

Agenda23

#7 What is “publishing” on an app?

© 2011 Altimeter Group

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© 2011 Altimeter Group

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Recommendations

Apps don’t conform to classic editorial models

• Functionality & utility• Hyperlocal relevance

• Ultra-vertical search engine• Gamification

#8 Who’s the audience for your app?

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© 2011 Altimeter Group

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Recommendations

Research your audience to make determinations on platform, content, pricing and functionality.

#9 How will you measure success?

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26% of apps downloaded in 2010 were only used once. Amount of downloads, like

ratings, can be an inaccurate measure of

success.

© 2011 Altimeter Group

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Recommendations

Don’t measure everything. Determine KPIs.

• Establish a measurement plan• Target metrics that indicate desired behaviors

• Gather feedback

#10 Do apps fit into your cross-media strategy?

© 2011 Altimeter Group

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© 2011 Altimeter Group

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Recommendations

What’s the multiplier effect that will increase reach and awareness without colliding into platform issues?

© 2011 Altimeter Group

1. Who is your competition – brand side?

2. Who is your competition - agency side?

3. What will mobile advertising look like?

4. Who will win the format war?

5. Apps are mobile. So what's mobile, anyway?

6. Who supports development efforts - internally and

externally?

7. What is “publishing” on an app?

8. Who's your audience?

9. How will you measure success?

10. How will mobile apps fit into your cross-media strategy?

Question Checklist36

© 2011 Altimeter Group

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Rebecca Liebrebecca@altimetergroup.co

m

rebeccalieb.com/blog

Twitter: lieblink

WHAT ARE YOUR

QUESTIONS?

With assistance from Researcher Jaimy Szymanski & Industry Analyst Chris SIlva