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Mobile development case study that chronicles a company's foray into mobile development, native app development, responsive design and mobile marketing. Highlights a publishing company overcoming resource, bandwidth and structural issues to deliver its content to mobile devices.
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Making Mobile Work for You
SIPA
May 21, 2012Mary Kay Lofurno
Making Mobile Work for You
• What we’ll cover– Introduction– WIS– Background– Challenge– SAPinsider and insiderPROFILES apps• Outcomes/Impact
–WebSphereinsights digital magazine• Outcomes/Impact
– SAPinsider Event Scheduler app• Outcomes/Impact
Mary Kay Lofurno, Director of Interactive Marketing at WIS
• Online marketing since 1997• Before that, traditional direct marketing• Areas of expertise:
Search Engine Marketing/Online Marketing Search Engine Optimization Web Analytics Social Media Database Marketing, including LTV, LFM, RFM, and LMA
• MBA, Marketing, University of Hartford• Certificate in Internet Systems, Bentley University• “Marketing Geek”
• Conferences and Seminars
• Custom Training
• Online Communities
• Books
• Magazines
• Knowledgebases
• Journals
• And more!
Subsidiary of the UCG Corporation
Wellesley Information Services (WIS)
• WIS’s longest-running magazine
• Available in print, online, and mobile app formats
• Controlled circulation, free to subscribe
• The premier source of information on product and service initiatives coming from SAP and its partners
• Subscribers enjoy: Strategic direction and guidance from
top SAP executives Practical advice on how to make the
most of their SAP investment Insiders’ insights on new SAP products
Background: SAPinsider
• insiderPROFILES is the companionmagazine to SAPinsider
• Launched in Q1 2010• Also available in print, online
and mobile app formats• Represents the voice of the
SAP customer
• Offers detailed profiles of today’s most influential business and IT leaders: Their strategies Their best practices How they deploy SAP systems to
achieve their objectives
Background: insiderPROFILES
Quick Stats: Our Readership
• 125,000+ qualified readers worldwide Our readers include SAP install base customers, SAP partners,
and SAP employees
• 65% of readers are based in North America, 24% in EMEA, 9% in APAC, and 2% in other worldwide locations
• Audience roles include senior-level management, directors, analysts, developers, and project team members Key decision makers responsible for their companies’
strategy and technology investments
• We straddle both a business and IT readership
The Business Challenge
• Market conditions• Mobile device use for the
audience we serve• How do we best serve our
European customers?• Organizational barriers to entry
• Antiquated, homegrown CMS• Versions behind in Adobe
InDesign, InCopy, and Woodwing • Limited IT bandwidth• No experience with mobile on:
Management team Product team Marketing team IT team Art department
WHAT DO WE DO?
We need to maintain our edge!
Course of Action: We Waded into the Water…
• Evaluated a full range of options from native app development to software tools
• Chose Texterity Digital magazine solution
• Driving factors: PDF Authentication option Cost Least obtrusive solution to org challenges Gave us a starting point
It was enough to get our feet wet!
Our Mobile Apps
• Launched 4/25/2011• iPad, iPhone, Android,
and Kindle Fire versions• 61,444 sessions• 14,055 new users• Geographical distribution:
North America 39%Europe 30%Asia 17%
• Launched 10/17/2011• iPad, iPhone, Android,
and Kindle Fire versions• 3,186 sessions• 1,022 new users• Geographical distribution:
North America 50%Europe 28%Asia 11%
Our Mobile Apps (continued)
• Outcomes:• Advertiser supported, immediately 250% profitable
• 50% of subscribers are new names
• Instant credibility with end users and partners
• Organizational benefits:• Product – Content development model shift
• Marketing – Mobile marketing
• IT – Mobile subscription pages
• Art – Designing with mobile in mind
• Management Team – Update systems, ushered in new CMS
Next Step: Time for a Swim with Mobile App
• New product, first all-digital magazine, optimized for tablets and smart phones
• Lead with the digital magazine before magazine Web site (Phase 2)
• C-level executives, managers, and developers in the IBM WebSphere space
• Known thought leader with an established track record in the WebSphere vertical
• Content originates from our new Sitecore CMS
• Content is rendered by new CMS to fit the device
• Hired a development group to help us build the framework of the mobile app delivered through the new CMS
WebSphereinsights digital magazine launch
Mobile App
Outcomes:• 400 subscribers in the first
week and climbing• 24,315 PVs, 1,443 Vs, 871
UVs, 10 min 30 sec TOS• Social Buzz on the UI
Mobile App (continued)
Organizational benefits:• Product – Launch innovation; digital magazine/mobile
first, then Web• Marketing – Sophistication with analytics and marketing
tactics• IT – More familiar with the new CMS and mobile delivery• Art – Now truly designing for new media• Management Team – The right technology in place, a
roadmap for implementing mobile across all our products and services
• Template developed for digital magazine (including code and installation) will be used again for other publications (shared costs)
Wait…What about Native App Development?
• Background: • Event Schedule App
Mobile Scheduler App for Event Attendees Vendor went out of business
• Course of Action: We built our own• SAPinsider Mobile Agenda• https://secure2.wispubs.com/mobile/events/SCMPPC2012/
Orlando• Works on Safari and Chrome
• Outcome:• Attendees could download their session schedule on their
phones at events.
So Come on in … The Water is fine!
Thank you!Mary Kay Lofurno
www.linkedin.com/in/marykaylofurno Email: [email protected]
Phone: 781-751-8672