Earlier this week I attended the Mobile Media Strategies event organized by TheMediaBriefing.com. I’ve collated the key notes here. A good insight into what’s coming round the corner I hope.
Summary
You must have a mobile phone offering. It must be in-line with your overall digital strategy. Give them what they want, add a layer of serendipity and make them go ‘wow’ through fantastic innovation.
Key Takeaways
- Smartphones currently comprise 25% of UK mobile market/will be 50% by 2015
- Android will dominate (50% of market by 2015)
- Gartner: by 2013 there will be more mobiles than PCs
- Wap/app need to be part of your core offering. Margin will always be low so see this as a value add for your users, rather than a credible, separate revenue stream
- HMTL5 is a wake-up call to those who assumed Apps would dominate market. FT is delivering good work here.
- Before you launch anything, write the press release – does it sound good? Or does it sound like a ‘crap app’?
- You don’t need to be the first, but you definitely need to be in it to win it.
Ronan de Renesse: Screen Digest
- Your mobile is your ‘personal media unit’.
- iPad has pushed up price of apps (sometimes by double). But, overall the type of apps you get on iPad vs iPhone are very similar.
Ilicco Elia
- How well do you know your audience? How are you using this data to inform your strategic decisions?
- Don’t try to rebuild everything. Why not use WordPress to feed your mobile CMS?
- It’s all about how technology makes you feel (Apple)
- Make sure you make it easy for consumers to feedback on your product
- How are you tapping into the next generation of mobile phone users?
Tim Rowell – Telegraph
- Give people the opportunity to browse and filter as much as they want
- Telegraph launched first app in Sept 2010
- Users did not want constant updates, they just wanted one package/edition per day. How did they know this?
- Data capture on first install (60k users)
- Webtrends in App
- Feedback form in the App
- Do Telegraph users want live breaking news? (No)
- Reviewed competition constantly
- Readers used 7-10 times per month. Weekends more popular (x2) 90% used App over Wi-Fi
- Peak viewing use 7am and 9pm
- Average duration of visit: 20 mins
- Average PV/Visit: 41
- Average age of Telegraph paper reader is 55. Web reader is 38-40 but iPad reader is 45-55
- Completely global – App was downloaded in 177 countries
- Simple to use
- V2 app launched in April 2011
Tom Standage (Economist)
- The Economist strategy: Sift, crunch, pack – what’s the most important things this week? Concentrate on the hot topics right now
- Users say ‘I used to think, now I just use the Economist!’
- A magazine gives you a sense of completion which Economist tries to replicate in App.
Dominic Jacquesson
- The price of the average mobile app is £3. £4 for iPad Apps
- Wap is all about discovery of your brand
- App – all about functionality
- Facebook consumption is already 40% mobile
- Av. User 1 hour per day on FB
- Share everything! Subscribe, look, comment, share
- New york times -excellent example of metered paywall with ‘socially porous content’ (easily shared to social media)
David Gibbs: Sky
- The Sky digital Mobile strategy: Watch/discover/control/engage
- Watch: Sky is going to ramp up Entertainment content over next 18 mnths
- Discover: Get the EPG in multiple formats
- Control: Use mobile/iPad as your remote controller. Block or secure certain content
- Engage – interact
- Must be the Music (xfactor like show) – vote off in realtime via mobile. Downloads on iTunes. You be the judge (dual screen engagement)
