ten steps to launching your mobile strategy

8/6/2019 Ten Steps to Launching Your Mobile Strategy

http://slidepdf.com/reader/full/ten-steps-to-launching-your-mobile-strategy 1/19

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

* Morgan Stanley

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



$57 Billion in 2014 70% of Total Online(Borrell)

Mobile Web Advertising Forecast



STEP 2: Recognize that mobile is essential future

for local media

*TRADITIONAL NEWSPAPER MODEL ISNT

WORKING TOO WELLANYWHERE.

*REAL, BREATHTAKING CHANGE IS NEEDED TO

SURVIVE THE NEW MEDIA ECONOMY.

*RIGHT NOW, INTERNET CATCH-UP PLAN

ISNT WORKING.

MOBILE IS THE CHANGE AGENT FOR NEXT

GENERATION PUBLISHING.

* ALLOWS PAPERS TO BECOME THE LOCAL

INFORMATION UTILITY



Step 3: Recognizemobile is not Internet LiteProfusion of mobile platforms and operating systems

Mobile Web Apps

Carriers OS¶s



Step 4: Obtain corporate buy-inDemand sufficient resourses for Mobile Strategy.

National Local Percent of

Market (in millions) (in millions) Total total on-line

Albany-Schenectady-Troy NY $33.94 $4.26 $38.20 11.60%

Bangor, ME $4.27 $0.54 $4.81 15.60%

Binghamton, NY $5.55 $0.70 $6.25 14%

Boston, MA $276.56 $34.67 $311.24 24.50%

Buffalo $34.02 $4.26 $38.28 14.70%

Burlington Vt-Plattsburgh NY $18.12 $2.27 $20.39 14.90%

Portland-Auburn ME $20.81 $2.61 $23.42 $14.90

Presque Isle ME $0.52 $0.06 $0.58 11%

Providence RI-New Bedford MA $52.24 $6.55 $58.79 26%

Rochester NY $29.90 $3.72 $33.41 21%Syracuse NY $22.57 $2.83 $25.40 17%

Utica NY $5.50 $0.69 $6.18 16%

Watertown NY $3.74 $0.47 $4.12 17.20%

**Borrell Associates Mobile LA$R

New England Mobile Local Revenues by DMA



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 orhigher that has access to publisher and can obtain

cooperation of internet technology staff and digital

advertising team.

� Make sure mobile isnt part-time diversion of the

web guy.



Step 6: Dont try this at homeHas never worked. Anywhere



Avoid ReadyShootAim tactics.

Step 7: Develop a Strategy

Messaging

Photos

Applications

Mobile Sites

Video

Advertising

Reporting

?

Do I Need

Mobile Weband Apps?

Who manages

the advertising?

What if I get

diff erent

reports?

Whos going to

manage all

this?



Need a system to manage news and advertising

across all platforms, all devices

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 f eeds and servers requires f ull-time atten

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

Avoid The Dark Side of mobile and partner with technology partner who

does it ALL

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!

Sports Videos

Beer Week Citizen News Pet Photos

Fan Photos WallpapersDoppler Radar Facebook



Step 9: Above all Keep it Local

Leverage your brand.



Local media will own mobile

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

� Trusted local brands

� Leading source of news and information

� Local ad sales force ± 150,000 in US

Mobile Offers New Local Audiences

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

years.

09

(Center for Media Research Annual Study)

40% of local content providers believe that mobile may be significant some day 08

Sept.



Step 10: Include Local advertisingLocal ads alongside local content improves the mobile experience

Rich MediaNational Local



Step #11: Think about charging

� Mobile off ers best possibility for digital subscription.

� Immediate, efficient.

� Can be customized/personalized into content

channels.

� Valuable advertising tie-ins like FSIs.

ten steps to launching your mobile strategy

Documents