success in digital publishing

February 25, 2014 · London

Success In Digital Publishing How To Build Apps That Enhance Your BrandAnd Grow Your Revenue.

Staffan EkholmEVP and Co-founder Mag+

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Success?

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Jobs introduces iPad

Tablets become our robot overlords

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Jobs introduces iPad

Tablets become our robot overlords

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Mag+ ?

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Full publishing ecosystem for designingand distributing content through apps

on touchscreen devices

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Mag+ pioneers since Day 1

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magplus.com

Today: 2,000+ Apps Built

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magplus.com

50%+ are non publishers

Today: 2,000+ Apps Built

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Mag+ customers frequently featured in Apple’s Newsstand (US)

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Mag+ customers frequently featured in Apple’s Newsstand (US)

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Success In Digital Publishing How To Build Apps That Enhance Your BrandAnd Grow Your Revenue.

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”...Enhance Your BrandAnd Grow Your Revenue.”

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”...Enhance Your BrandAnd Grow Your Revenue.”

Why do we think this is possible?

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1. Growing market

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We’re buying tablets and smartphones like...

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We’re buying tablets and smartphones like...

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We’re downloading apps like...

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We’re downloading apps like...

45 billion downloads

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We pay for apps!

Source: Strategy Analytics, App Revenue Forecast, November 2012

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We pay for apps!

Source: Strategy Analytics, App Revenue Forecast, November 2012

Global App Revenue forecast - 2017 ($M)

Tablets Phones

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We spend more time with apps!

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We spend more time with apps!

Spent time: Mobile Web vs. Apps

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1. Growing market

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1. Growing market

2. Apps add something unique

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vs.Apps Browsers ?

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Browsers

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Browsers

Open

Accessible

One size fits all

Shared

Templated

Efficient

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Browsers

Open

Accessible

One size fits all

Shared

Templated

Efficient

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Apps

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Apps

PackagedCurated, elegant

Tactile experience

Native to the device

Easy to monetizeEngaged

Works offline

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Lets you add contextual value to digital content

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Lets you add contextual value to digital content

No longer at the mercy of a Google search

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It is not a wrist screen running clock software.

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It’s a watch!

It is not a wrist screen running clock software.

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1. Growing market

2. Apps add something unique

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1. Growing market

2. Apps add something unique

3. You know how to curate and package content to niche audiences

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1. Growing market

2. Apps add something unique

3. You know how to curate and package content to niche audiences

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1. Growing market

2. Apps add something unique

3. You know how to curate and package content to niche audiences

4. Easy-to-use tools

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Pioneering with one-offs was hard

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Mag+ Adobe DPS Aquafadas ...

Today is different

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Mag+ Adobe DPS Aquafadas ...

Today is different

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Flexible easy-to-use tools...

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Flexible easy-to-use tools...

...are democratizing creativity, production, distribution and monetization

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Flexible easy-to-use tools...

...are democratizing creativity, production, distribution and monetization

...lets you experiment at a low cost

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1. Growing market

2. Apps add something unique

3. You know how to curate andpackage content to niche audiences

4. Easy-to-use tools

torsdag 6 mars 14

1. Growing market

2. Apps add something unique

3. You know how to curate andpackage content to niche audiences

4. Easy-to-use tools

1. Growing market

2. Apps add something unique

3. You know how to curate andpackage content to niche audiences

4. Easy-to-use tools

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”...Enhance Your BrandAnd Grow Your Revenue.”

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”...Enhance Your BrandAnd Grow Your Revenue.”

➡ Not extended reach➡ Not the leanest production

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”...Enhance Your BrandAnd Grow Your Revenue.”

Requires growing customer baseand new revenue streams

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Top 20 grossing U.S. apps

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Top 20 grossing U.S. apps

Native: 20PDF: 0

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Top 20 grossing U.S. apps

Native: 20PDF: 0

PDFs are disposables. You need valuables.

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What to focus on(#1 priority)

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Product value

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And product values are inseparable from the context

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And product values are inseparable from the context

(Values in other contexts are almost irrelevant)

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AppsYour Brand

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AppsYour Brand

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AppsYour Brand

Your App

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Re-think product values

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Re-think product values

How strong are my customer relationships?

Why does my audience love my

current products?

Which are my key assets?

How does that translate to the App world?

What other assets do I have?

What do consumers expect?

Question price, frequency, size

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Re-think product values

How strong are my customer relationships?

Why does my audience love my

current products?

Which are my key assets?

How does that translate to the App world?

What other assets do I have?

What do consumers expect?

Question price, frequency, size

Aling yourself with users’ expectations

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That’s a challenge!

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Enhanced brand and new revenue requires going all in

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Reaching your audience and understanding user behavior

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Subscriptions (auto-delivery)

Push (real-time)

In-app messages (get them when they open)

Newsfeeds (up-to-date content)

Web portals (engagement)

Encourage good iTunes Ratings

Go from push to pull

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Create a genuine connection with your user

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Once the app is on the device – you’re embedded

It’s like having a walkie-talkie with the user

You just have to speak into it

Track behavior and adopt

Create a genuine connection with your user

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Track the conversion funnel

Use segmented messaging

Convert Non-Spenders into Spenders

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Adopt to user behavior

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Adopt to user behavior

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Adopt to user behavior

• What’s your acceptable Cost per Customer

and Download? £3? £0.5?

• What’s your App Store Optimization budget

for 2014?

• Use best practices

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New revenue

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Single issues & Subscriptions

Trad ad space

Dynamic ads

Sponsorships

New products

New markets

...

New revenue

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Single issues & Subscriptions

Trad ad space

Dynamic ads

Sponsorships

New products

New markets

...

New revenue

Be creative!

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My humble advice

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Don’ts

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➡ Don’t think this is a another version of print

Don’ts

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➡ Don’t think this is a another version of print➡ Don’t use only what you have for print

Don’ts

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➡ Don’t think this is a another version of print➡ Don’t use only what you have for print➡ Don’t let streamlined workflow be your

primary goal (produce once, publish many)(although tools lets you be cost efficient)

Don’ts

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➡ Don’t think this is a another version of print➡ Don’t use only what you have for print➡ Don’t let streamlined workflow be your

primary goal (produce once, publish many)(although tools lets you be cost efficient)

➡ Don’t judge success based on early downloads

Don’ts

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Do’s

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Do’s

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Do’s

➡ Remember what you do well: delivering curated content to focused audiences

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Do’s

➡ Remember what you do well: delivering curated content to focused audiences

➡ Understand users’ expecations in the App context

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Do’s

➡ Remember what you do well: delivering curated content to focused audiences

➡ Understand users’ expecations in the App context

➡ Break free! Product, Revenue, Price and packaging

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Do’s

➡ Remember what you do well: delivering curated content to focused audiences

➡ Understand users’ expecations in the App context

➡ Break free! Product, Revenue, Price and packaging

➡ Think about this as a new channel, for revenue growth

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Do’s

➡ Remember what you do well: delivering curated content to focused audiences

➡ Understand users’ expecations in the App context

➡ Break free! Product, Revenue, Price and packaging

➡ Think about this as a new channel, for revenue growth

➡ Keep it simple and clear – No bells and whistles just because you can

torsdag 6 mars 14

Do’s

➡ Remember what you do well: delivering curated content to focused audiences

➡ Understand users’ expecations in the App context

➡ Break free! Product, Revenue, Price and packaging

➡ Think about this as a new channel, for revenue growth

➡ Keep it simple and clear – No bells and whistles just because you can

➡ Question everything: price, frequency, size

torsdag 6 mars 14

Do’s

➡ Remember what you do well: delivering curated content to focused audiences

➡ Understand users’ expecations in the App context

➡ Break free! Product, Revenue, Price and packaging

➡ Think about this as a new channel, for revenue growth

➡ Keep it simple and clear – No bells and whistles just because you can

➡ Question everything: price, frequency, size

➡ Measure, analyze, adopt

torsdag 6 mars 14

Do’s

➡ Remember what you do well: delivering curated content to focused audiences

➡ Understand users’ expecations in the App context

➡ Break free! Product, Revenue, Price and packaging

➡ Think about this as a new channel, for revenue growth

➡ Keep it simple and clear – No bells and whistles just because you can

➡ Question everything: price, frequency, size

➡ Measure, analyze, adopt

➡ Go all in!torsdag 6 mars 14

Do’s

➡ Remember what you do well: delivering curated content to focused audiences

➡ Understand users’ expecations in the App context

➡ Break free! Product, Revenue, Price and packaging

➡ Think about this as a new channel, for revenue growth

➡ Keep it simple and clear – No bells and whistles just because you can

➡ Question everything: price, frequency, size

➡ Measure, analyze, adopt

➡ Go all in!

It begins with an attractive Product

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Thank you!magplus.com

Make Publishing Magic

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