Paul ReddickCEO, Handmark

Oh, how far

we’ve come….

The Opportunity

• U.S. smartphone market expected to quadruple to 160 million over the next four years (Yankee Group, 2009)

• ¼ of Americans now getting their news via mobile (Pew, March 2010)• 60% of smartphone users carry their phone with them at all times, even when at

home (Knowledge Networks, 2008)

Considerations for Building a Mobile Strategy

• What content assets should I mobilize?- Time-sensitive- Reference- Convenience

• What technology should I use?• What features should I build in?• How do I drive distribution?• Why am I doing this?

Considerations for Building a Mobile Strategy

• What content assets should I mobilize?

• What technology should I use?- WAP/XHTML/HTML5- Applications- Which platforms

• What features should I build in?• How do I drive distribution?• Why am I doing this?

Considerations for Building a Mobile Strategy

• What content assets should I mobilize?• What technology should I use?

• What features should I build in?- Print/slideshows/video- Man/Machine interface optimization- Social/Sharing- Links to online/print; favorites

• How do I drive distribution?• Why am I doing this?

Considerations for Building a Mobile Strategy

• What content assets should I mobilize?• What technology should I use?• What features should I build in?

• How do I drive distribution?- Storefronts: getting in and being discovered- Leveraging your brand and offline channels

• Why am I doing this?

Considerations for Building a Mobile Strategy

• What content assets should I mobilize?• What technology should I use?• What features should I build in?• How do I drive distribution?

• Why am I doing this?- Extend/build brand, audience and loyalty- Make money (via Advertising, Cross-selling,

Premium)

Recommendations

• Build rich applications now

• Don’t stop at iPhone

• Define success

• Actively drive distribution and monetization