Strategy+Business: Taking Your B2B Publication Mobile (Deck and Session Title).

1. Taking Your B2B Publication Mobile
This document is confidential and is intended solely for
the use and information of the client to whom it is addressed.

2. The digital and mobile marketplace is fundamentally changing the
publishing industry
 112.5 million US adults are expected to own a tablet in 2016 (Forrester, March 2012).
 Tablet adoption has gone up by 400% in the past year (Nielsen, June 2012).
 Users spend ~14 hours per week with their tablets
(Online Publishers Association, June 2012).
 People love to read on their tablet, preferring it to
their mobile phone, computer & the newspaper
(Online Publishers Association, June 2012).
 88% of tablet owners use it in their living room,
24% at work & 79% in the bedroom (AdWeek, April
2012).
 55% of respondents in an MPA survey said they
read or tapped advertisements in a magazine’s
tablet edition (MPA, November 2011).
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3. At s+b, we wanted
to diversify our
content platforms
in order to better
meet our reader
demands
strategy+business
Brand Map
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4. Your mobile analysis should begin with four key steps, evaluating:
content, platforms, pricing models, and marketing strategies
1 2 3 4
Evaluate content Consider platforms Select pricing model Plan marketing strategy

5. Content trumps technology, particularly for a lean team with a
limited budget

1 Start small by experimenting with
Interactive content what you already have
required?
“People thought we’d

2 Research partners who can provide
the right level of support, at the right
reimagine the magazines to
price point
take advantage of the
technology behind the

3 Branch out into other platforms that
device, but consumers
repackage your existing content
prefer this replica
version, and in reality  Google Currents, Google
we’re much better at doing Newsstand
this.”
-Duncan Edwards, CEO of Hearst  Mobile optimized website
Magazines International  Compendium apps
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6. Your content, reader preferences, resources, and market demand
will dictate which platforms you publish on, and in what format
Content
type
Required
Resources
Market
demand
Reader
preferences

7. We initially experimented with a digital edition and then
expanded into iOS, s+b mobile, Currents, and Android
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8. Your strategic goals should dictate whether you should develop a
“free app” or “paid app” pricing strategy
Free apps Free apps
• More eyeballs, better for • No subscription revenues
establishing ad base • Reduced perceived
• Faster development publication value
process, few complications
Paid apps
Paid apps • Requires integration with
• Subscription revenue fulfillment vendor
opportunities • Research into legal
• Greater reader commitment requirements (e.g., tax)
• Smaller pool of readers
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9. Apply an integrated marketing approach to getting the word out
about your new digital or mobile product
Advertising Direct Marketing
Social Media
Website

10. Questions?
CHARITY DELICH
strategy+business
Marketing and Public Relations Manager
Tel: 212-551-6255
charity.delich@booz.com
http://www.linkedin.com/in/charitydelich
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