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Augmenting Your Mobile App Strategy

Thursday, April 12, 2012

Kunal Gupta
At this point, there is really an app for everyone (especially cat lovers it seems!). That said, a slight adjustment in strategy can be very meaningful in showing results at this early stage of the app economy.

Here are a few tips to augment your mobile app strategy.

   1. There‘s reason to build a presence beyond iOS
Apple through iOS has done wonders to drop the barrier to develop and monetize mobile applications, and the hardware powering this platform is among the most profitable in the world. When smartphones are considered, the iPhone makes up 30% of the installed base in the U.S. A strategy that only focuses solely on the iPhone abandons 70% of the addressable market.

There are a number of studies that show a disproportionate number of page views coming from iPhone devices, but there are great examples of brands who have profitably reached a greater percentage of their audience by building their apps for multiple platforms.

A case in point: Advertising Age is a publisher that has launched apps cross-device for iPhone, Android, BlackBerry and Windows Phone devices. An interesting pattern we’ve seen is that the loyalty of non-iPhone users is much higher than iPhone users. As a publisher that is monetizing the “user” versus the “download,” the loyalty reported between iPhone, Android and BlackBerry users becomes meaningful.

  2. Complement “print replica” with “purpose-built"
A number of magazine publishers have launched "digital editions" (also knows as "print replicas," "page-turners." or "print behind-the-glass") for the iPad, which are generally issue-based, paid content that is driven by the print editorial teams (versus the Web teams). It is important to understand that the profile of the print content is very different than that of the Web content in that the latter is real-time, multimedia-heavy and social-friendly. The opportunity here is to use the rapid adoption of smartphones and apps to extend the Web content into apps while maintaining the ‘digital edition’ subscription model.

House and Home magazine is one example of a brand that has seen success with this dual-stream strategy. H&H's iPad app has a digital edition that drives revenue from print advertising and subscriptions, while its smartphone apps are an extension of the Web content that is monetized through digital advertising.

 3. Find success in vertical-focused mobile apps

Although you may have one dot-com Web site online, that should not limit you from launching additional brands on mobile. The new distribution channels in mobile present new opportunities to launch mobile-first brands and to segment your existing content based on relevance for users. Why segment your content? It gives you a greater opportunity to sell targeted advertising. By launching a vertical-focused mobile brand, you are aggregating an attractive audience for marketers and will be able to drive greater engagement from users.

A best-in-class example of this is Pro Football Weekly. It is one Website online that is represented in mobile by an entire portfolio of apps each focused on particular subsets of their audience.The traffic on PFW's fantasy apps, for example, is higher than its flagship app. There is an opportunity here to monetize the users and traffic at higher values due to the focused nature of the content.

This article is an excerpt from the premium article by Kunal Gupta is Polar Mobile CEO.

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