Ten Essential Steps to Launching Your Mobile Site

NENPA October 21st Arthur Howe, CEO Verve Wireless

Step 1: Understand that Mobile will be the No. 1 screen for news and advertising.

Microsoft platform(Q4,2010)

What industry trends are telling us

The number of mobile internet users around the world will exceed desktop internet users by 2014* Mobile web usage growing 34% annually. One third of people already read news on devices --Pew

*

Morgan Stanley

Mobile Web Advertising Forecast
$57 Billion in 2014 70% of Total Online
(Borrell)

STEP 2: Recognize that mobile is essential future for local media
*TRADITIONAL NEWSPAPER MODEL ISN T WORKING TOO WELL ANYWHERE. *REAL, BREATHTAKING CHANGE IS NEEDED TO SURVIVE THE NEW MEDIA ECONOMY. *RIGHT NOW, INTERNET CATCH-UP PLAN ISN T WORKING.

MOBILE IS THE CHANGE AGENT FOR NEXT GENERATION PUBLISHING. * ALLOWS PAPERS TO BECOME THE LOCAL INFORMATION UTILITY

Step 3: Recognizemobile is not Internet Lite
Profusion of mobile platforms and operating systems
Mobile Web Apps

Carriers

OS¶s

Step 4: Obtain corporate buy-in

Demand sufficient resourses for Mobile Strategy.
New England Mobile Local Revenues by DMA
National Market Albany-Schenectady-Troy NY Bangor, ME Binghamton, NY Boston, MA Buffalo Burlington Vt-Plattsburgh NY Portland-Auburn ME Presque Isle ME Providence RI-New Bedford MA Rochester NY Syracuse NY Utica NY Watertown NY
**Borrell Associates Mobile LA$R (in millions)

Local
(in millions)

Percent of Total total on-line $38.20 $4.81 $6.25 $311.24 $38.28 $20.39 $23.42 $0.58 $58.79 $33.41 $25.40 $6.18 $4.12 11.60% 15.60% 14% 24.50% 14.70% 14.90% $14.90 11% 26% 21% 17% 16% 17.20%

$33.94 $4.27 $5.55 $276.56 $34.02 $18.12 $20.81 $0.52 $52.24 $29.90 $22.57 $5.50 $3.74

$4.26 $0.54 $0.70 $34.67 $4.26 $2.27 $2.61 $0.06 $6.55 $3.72 $2.83 $0.69 $0.47

Multiple technology layers to deliver content

Sites & Applications

Messaging

Videos and Images

Step 5: Appoint a Mobile Manager
‡ Requires a Mobile Manager at the director level or higher that has access to publisher and can obtain cooperation of internet technology staff and digital advertising team. ‡ Make sure mobile isn t part-time diversion of the web guy.

Step 6: Don t try this at home
Has never worked. Anywhere

Step 7: Develop a Strategy
Avoid Ready Shoot Aim tactics.
Messaging

What if I get Who s going to Who manages Do I Need different manage all the reports Mobile Web advertising this and Apps? ? ?

?

Mobile Sites Advertising Applications Video Photos Reporting

Need a system to manage news and advertising across all platforms, all devices
Avoid The Dark Side of mobile and partner with technology partner who
does it ALL Building a mobile application is expensive:
Identifying, hiring, and managing mobile developers is difficult and costly

Building a mobile application is time intensive:
Native applications can take months to develop and standards are constantly evolving

Hosting and maintaining an application is complicated:
Customer service, trouble-shooting, maintaining feeds and servers requires full-time attent

Upgrading, improving and adapting requires constant attention:
Experience, innovation, and a strong team are required to keep your app competitive

Apps for multiple platforms require multiple vendors with different expertise:
Multiple vendors can cause consistency issues, posing problems for users and advertisers

Strategy is to get in the market quickly without heavy investment and time sync.

Step 8: Offer more than just headlines.

Pizzazz works!

Citizen Journalism works

Keep it fun!
Beer Week Citizen News Sports Videos Pet Photos

Fan Photos

Doppler Radar

Wallpapers

Facebook

Step 9: Above all Keep it Local

Leverage your brand.

Mobile Offers New Local Audiences
Local media will own mobile
‡ Trusted local brands ‡ Leading source of news and information ‡ Local ad sales force ± 150,000 in US

News and local info key mobile web driver
‡ ‡ ‡ ‡ 65% of mobile content consumed is local Mobile news generate highest frequency of use Breaking News ± a mobile killer app New media to generate 22% of local advertising revenue by 2013
(Center for Media Research Annual Study)

Sept. 08

40% of local content providers believe that mobile may be significant some day

09

80% of local content providers believe that mobile will be their main distribution channel within 3 years.

Step 10: Include Local advertising
Local ads alongside local content improves the mobile experience
Local National Rich Media

Step #11: Think about charging

‡ Mobile offers best possibility for digital subscription. ‡ Immediate, efficient. ‡ Can be customized/personalized into content channels. ‡ Valuable advertising tie-ins like FSIs.

Sign up to vote on this title
UsefulNot useful