Achieving Mobile Success

1
Achieving Mobile Success

• Kathleen D Kennedy
• Senior Vice President, Strategy
• Technology Review, Published by MIT

2
Disruptive Technologies

• Disruptive technologies introduce a radical
  change to business communications.
• Printing press
• Telegraph
• Television
• PC
• Internet
• Mobility
• Embrace new technology to create path for success!

3
The Law of Mobility

• The Law of Mobility observes that the value of
  any product or service increases with its mobility

• Traditional communication is constrained by time
  and place
• Mobility
• Increases Availability
• Enhances Context
• Add mobility to your products
• Increases Overall Value

4
The Basics for Publishers

• Digitize Content for Mobile
• XHTML website with content designed for small
  screen
• Content that works on mobile
• Availability Context ABC
• News, alerts, or information with sense of
  immediacy
• Data based content weather, scores, quotes,
• Geo targeted or location specific information
• Multimedia specifically developed for mobile
  platform
• Audio or Video podcasts
• Ringtones
• Images for wallpaper

5
Monetization and Marketing

• Push technologies
• Mobile newsletter
• SMS
• Monetization options
• Display advertising
• Google or ad networks
• Integrated sponsorships
• Content subscription
• Unique mobile programs

6
Display Ads and Integrated Sponsorships
728x90
300x250
Mobile display ads
client
Sponsored by
Sponsorship on website combined with mobile
7
Unique Mobile Programs

• Mobile Vlog
• T2S Audio Podcasting
• Mobile _at_ Events

8
1. Integrated Mobile Vlog Program

• Mobile Event Print
• Benefits
• Leverage mobile to enhance other media platforms
• Created unique program for client to own
• Increased audience engagement
• Doubled sponsorship revenue
• Inexpensive way to generate video content

9
2. T2S Podcasts
T2S

• Text-to-Speech (T2S) audio podcasts of all online
  content
• Benefits
• Cutting-edge text-to-speech (T2S) technology
• Cost effective solution for podcasting
• Engage audience with high propensity to own iPod
  or MP3 player
• Increases audience engagement with editorial
• Over 50,000 subscribers within 4 months
• Unique sponsorship opportunity
• Boost monthly online revenue by 15-20

10
2. Integrated Sponsorship Opportunity
T2S
Sponsor logo on Audio drop down menu
Sponsor banner on Audio player
Sponsor logo
728x90 banner
Audio Player for Listen Now
11
2. Album Artwork on iTunes iPod
12
3. Mobile _at_ Events

• Interactive Name Tags
• Benefits
• Increase sponsor ROI
• Additional sponsorship programs
• Improve networking
• Facilitate audience participation and feedback
• Real-time attendee tracking
• Boost overall sponsor and attendee satisfaction

13
3. Mobile _at_ Events in Action
14
Emerging Platforms

• Re-capture subscription revenue through new crop
  of mobile devices
• New opportunities to come -- iPhone, Android and
  OHA

15
Whats Next?

• Social network with mobile messaging features
• Multimedia explosion on mobile platforms
• Transactional aspects of business go mobile i.e.
  QR codes
• Next generation operating systems and networked
  devices
• Complete integration with Semantic Web