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Best practices in Mobile Internet
From a publisher perspective
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Learn from the pro’s: Google
Mobile website as entry point Mobile app to create stickiness Simple user interfaceNo click-and-wait
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Learn from the publishers:De Standaard (Belgian newspaper)
Mobile website made attractive Mobile relevant content Dynamic links for stickiness
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Learn from the broadcasters:VT4 (Belgain TV channel)
Create brand identity Install on phone Mix content with adds Focus on premium content
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Learn from the magazines: Flair
Distribute by SMS Install on phone Works on “normal” phones
News Polls Advertising Lifestyle
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Mobile content strategy evolution from Sanoma (magazine publisher)
2007: mobile websites launched“Everyday, you get a one-hour
session for free on the Vodafone live! portal. This way, users can access the mobile websites of our magazines Flair Mobile, Libelle Mobile en Femmes d’Aujourd’hui”
2008: mobile applications launchedAimé van Hecke, CEO of Sanoma
Magazines Belgium: “This development is truly innovative and gives a real value add to the mobile offering for women. We found that they want the mobile offering to be more flexible. With the mobile application, they can now consult the mobile magazine at all times, without worrying about connection costs or how long they are using it.”
Distribute: SMS “MOB” to 3309
Distribute:Open browser on your mobile phone,Find a menu entry that says something like “enter URL” or “enter address”Type “http://www.flair.be/mobile” If you want to return to the site later you need to make a bookmarkConsult your phone manual to see how
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Citylive approach
Mobile application(containingup to date widgets)
Mobile website Fixed website
Lead generation Plug-ins (in-situ preview)
ExtraTurnover(adds)
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Citylive approach: future (now possible)
Mobile application(containingup to date widgets)
Mobile website
Fixed website
Lead generation Plug in (in-situ preview)
Widgets in own
website
Widgets in facebook,
blogs
Widgets created by
users
Enrich content Personalised website Distribution the Web 2.0 way
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Mock-up HBVL
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Advantages of a widget solution• Monetisation through in-app advertisement• Gradual adoption path: web -> mobile -> app• Multiple distribution of same content• User generated content becomes possible• Ultimate personalisation becomes possible
Innovate by combining :• mobile website• mobile application• widget approach
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