Presented during the 35th annual conference for the Specialized Information Publishers Association (SIPA), Astek Consulting spoke on mobile technology and marketing and what that means for the publishing industry, and industries in general.

1. Mobile Web and Tablet for Publishers: Ready or Not, Here They Come Andy Swindler President, Astek Consulting Ben Bassi President, CommonPlacese-Solutions

2. Cisco Report on Mobile Data Use 260% growth 2009 – 2010 2,600% growth by 2015(788 million mobile-only users) Source: http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-520862.pdf

3. Projected Mobile Data Use in 2015

4. Mobile Publishing Options Device-Specific Apps iPhone/iPad (Apple), Android (Google/Amazon) Blackberry (RIM), Windows Phone (Microsoft), Palm Optimized HTML, RSS or PDF via mobile browser, reader, or email Proprietary Content Platforms Kindle (Amazon)

5. Mobile Web Tech Terms Mobile Optimize Mobile Format Mobile Versioning Multi-Siting Adaptive Content Rendering

6. Objectives for Publishers Distribute paid or free content Generate revenue via subscriptions or ads Protect paid content from unauthorized distribution & sharing Expand audience by increasing brand recognition & trust in quality Cross-sell with compatible publications

7. Publishing with an App: Advantages Maximum control over brand, user experience, and rights management Expanded options for ad revenue (iAd) Enhanced feature set for media-rich content Enhanced ability to view content offline (plane) “Cool” factor

8. Publishing with an App: Disadvantages Typically higher production and maintenance cost & time Access is limited to devices you can support Potentially more difficult to integrate with existing publishing solutions Reduced flexibility for quick changes

9. App Top Dogs: Apple v. Google v… Amazon iPhone/iPad/iPod Touch have largest and highest quality app store (controlled by Apple) Android (Google) has largest mobile market share, fastest growing app platform & recently overtook Apple for # of free apps iPhone limited to AT&T/Verizon networks and Apple devices Android available on multiple devices and networks Apple controls user experience with consistent screen size Android allows for more customization, lacks UI consistency Amazon making a big play for Android App marketplace

10. Mobile App Markets Apple iOS Android OS Apple produces 3 basic devices for consistency (iPhone+iPad+ iPod Touch) Wikipedia lists 249 Android devices Apple App Store (In-App Purch/Sub) Google Android Market (In-App Purch/Sub) Amazon Appstore AppBrain

11. Source: The Nielsen Company

12. Source: The Nielsen Company

13. Source: Gartner

14. App Revenue Apple proprietary iAd network (60% revenue share) AdMob/AdWhirl Sell or distribute content only, apps are free or $0.99 – with or without ads Price apps with additional value or functionality higher

15. Apple In-App Subscription Service Launched Feb 15, 2011 Apple receives 30% of subscription revenue generated through your app App can no longer link to your subscription website Must offer same or better subscription deal in app that you have on website

16. Who Has Your Content? Rights Management via App Control the content available to users by requiring login/password Tie subscription cost to accessible content tiers – go for upsell Lock down features such as copy, email, forward, text

17. Optimized HTML: Advantages Standard rich content formatting for Web/Email Free, flexible and open Typically reduced production cost/time Typically easier CMS integration Easier viral distribution and linking, with methods to deter unauthorized copying Control Access (Rights Management)

18. Optimized HTML: Disadvantages Reduced offline content access without additional software support Lack of complete control over brand and user experience (esp. with RSS) Fewer options for flexible rights management Fewer embedded/easy ad revenue options Reduced ability to add interactive features

19. Optimizing HTML for Mobile Devices KISS: Optimized HTML removes unnecessary website features and delivers only your content to the user with limited navigation and options A mobile-savvy CMS can deliver existing content via a mobile template (Web or Email), allowing the publisher to control everything in one place HTML 5 is the future standard, becoming more stable and common with additional features (Flash vs. HTML 5) Webany CMS

20. Where Do You Go From Here? Your friendly Web professional can help you determine the best strategy for going mobile (we’re happy to help :) You will need a technical team to build an app or optimize HTML, whether internal or outsourced Think carefully about your current audience, its needs, and how you believe those will change in five years

21. Thanks! See you online Website and ePiphany: www.astekweb.com Blog: www.astekblog.com Twitter: @aswindler, @astekweb LinkedIn: www.linkedin.com/in/andyswindler Facebook: www.facebook.com/astekweb