Digital Discourse / Archives for Mobility

SIPAlert Daily – Learning the right mobile business model for you

September 16, 2013 By

I sat down next to Larry Schwartz, president of Newstex, at a roundtable at the recent SIPA Conference. The subject was tablets, and Schwartz showed me some of his company’s intricate and attractive mobile-design work—banner ads, interfaced rows of pictures, branded mobile apps.

“Things have changed a lot in the last 18 months,” he said. “There are a lot more self-serve tools. The hardest thing to figure out [for going mobile] is, how are you going to use it? What’s the purpose? What’s the model? There are some people who take all their time trying to find the perfect colors. Really.”

Schwartz will join Ed Keating, chief content officer for BLR, this Thursday in the second of SIIA’s Mobile Essentials Webinar series—Monetization and Business Models. SIPA/SIIA/ABM members can listen free by registering here. The first webinar made the business case; this one will help you build the right model.

Considering that this is just an hour of your time about something that might become a huge percentage of your business, it’s highly recommended. Mobile commerce now accounts for about one out of every 10 e-commerce dollars. Integrating mobile platforms into your overall business models and strategy is crucial.

A blog post on the comScore website at the end of last month listed five things that every marketer should know on this topic. It’s a helpful list:

1. Be there. “One out of every three monthly visitors to the average digital retailer website comes exclusively on mobile platforms. …retailers who do not (at a minimum) optimize their mobile browsing experience or introduce mobile apps are effectively turning away a third of their potential customers.”

2. Know thy customer. “Mobile apps drive smartphone retail engagement, while mobile browsing wins on tablets.” You probably don’t have the time or resources “to develop a fully optimized experience for every platform. Knowing how your customers engage with retail on their phones and tablets can help you better prioritize your efforts.

3. Prioritize. “Smartphones drive a higher share of m-commerce dollars than tablets, but less on a per device basis.” Tablets are gaining in numbers, however, so you’ll have an interesting decision on where to first focus your user experience.

4. Know thy content. “Retail category browsing can vary considerably by platform.” Basically it’s common sense but still important to think about. Is there a visual component to what you are selling or how you are selling? Perhaps you want people to see charts and graphs in your marketing? Speakers’ faces. That might do better on tablets, where apparel and home furnishing sales excel. Interestingly, health care is the only category listed that does better on smartphones, though it’s pretty close on books and consumer electronics.

5. Plan now. “M-commerce spending seasonality shows wider variance than traditional e-commerce.” It may be quiet now, but with holiday season lurking, expect a huge jump. “Consumers…are also increasingly comfortable using [their devices] to transact. Retailers with an advanced understanding of m-commerce will be able to most effectively deploy their assets and marketing resources during the year’s most crucial spending period.”

Schwartz went on to show me—on his tablet—a list of Time Inc.’s 25 top love story films of all time. It was impeccably designed. “They could easily do 100 and get sponsors for it,” he said. In other words, the sky’s the limit.

U.S. adults will spend more media time on mobile this year (19.8%) than on their laptops and PCs (19.5%). Tablets are sparking this trend. Last year, 10% of tablet time was spent watching videos; this year it’s 19%. Join us in this important webinar series. Register here now.

 

To subscribe to the SIPAlert Daily, create or update your SIIA User profile and select “SIPA interest.”

Ronn LevineRonn Levine began his career as a reporter for The Washington Post and has won numerous writing and publications awards since. Most recently, he spent 12 years at the Newspaper Association of America covering a variety of topics before joining SIPA in 2009 as managing editor. Follow Ronn on Twitter at @SIPAOnline

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SIPAlert Daily – Proposed college digital curriculum has strong resonance for us

August 28, 2013 By

Up until now—or at least a short while ago—the talk for small businesses focused on adding digital into your product mix. This has to be rephrased, and Cindy Royal, an associate professor at Texas State University, has done just that.

Her article, on the PBS site, is titled We Need a Digital-First Curriculum to Teach Modern Journalism. It reflects the idea that the traditional journalism school isn’t teaching the kinds of skills that modern journalists need, like HTML coding, building an audience on social media and mobile delivery. But for me, what makes it so effective is that what she recommends for colleges applies to businesses as well—that our focus on digital must be resolute.

Royal writes that we must no longer approach “digital in a piecemeal fashion—injecting digital topics into existing courses…I think there is a better route, another way to conceptualize an entirely new curriculum around Digital and Data-Driven Communication.”

She is writing about a whole new way of thinking that must be adopted—not how an article will look in a print newsletter or magazine on a Tuesday morning or Thursday afternoon but how that article or webinar invitation or blog post will look on a tablet or smartphone at 5:30 a.m. on a weekday or 3 p.m. on a Saturday.

Let me interject here that this is what the new bloc of content providers that SIIA has assembled—SIPA, The Association of Business Information and Media Companies (ABM) and SIIA’s excellent Content Division—has set out to do. The new Mobile Essentials series got off to an amazing start a couple weeks ago and continues in September. The Content Division’s thought-leading Data Content Conference takes place in October in Philadelphia and then SIPA’s Marketing Conference visits Las Vegas in December.

The comparison of business to academia works here because most of us are to digital what students entering college are to journalism: novices. Royal has three guiding principles:
1. Flip the Curriculum;
2. New Concentrations;
3. Experience Learning.

In Flip the Curriculum, she wants students to take courses in which “digital is the foundation, and the basic skills of writing, reporting and editing are injected into digitally focused courses, as opposed to inserting a digital lesson or two into traditional classes.” The courses include Multimedia/Mobile Writing and Reporting, Digital Media Law and The History and Culture of Digital Media.

Already, students in Advanced Online Media at Texas State University learn Web development, responsive design, data visualization, Web scraping and content management system customization. Think most of us couldn’t use those courses? Her point in knowing the history and culture of digital is that’s where innovation often comes from. “This approach offers a mindset that encourages students to think innovatively about what could or should come next.” Sign me up.

For New Concentrations, Royal would like to see a visual emphasis where graphic design would focus on Web and mobile delivery. “Courses would introduce more advanced programming concepts, Web [and] mobile development [etc.],” she writes. “This concentration could be supported by collaborations with other departments or with local professionals or organizations, with the goal of ultimately co-opting these skills with a communications context.”

And, of course, social media. She wants students focused on “engagement and “advanced social media implementations, like the use of analytics and the creation of comprehensive social media campaigns.” Again, I‘m there.

The third principle Royal puts out there is Experience Learning. The key here, she writes, might be getting a faculty that is more digitally clued in. Similarly, businesses need to find those people as well. At SIPA’s Las Vegas Conference, you will meet some of them. My fellow track chairs include digitally-oriented folks like Nancy Brand of Chartwell and Jenny Fukumoto of Ragan, in addition to Tom Gale who runs a company, MDM, that is ahead of the digital curve in almost all areas.

Here’s Royal’s last sentence: “It’s time that curriculum reflects the future of media, rather than its past, creating a comprehensive framework and courses that establish an innovative mindset amongst our students and ourselves.” Just substitute “our businesses” for curriculum, “atmosphere” for courses, and “colleagues” for students, and you have what should be our mantra moving forward.

Join us as we lead you down this intricate but necessary road. We can’t put you back in college unfortunately—sorry, we’re not that good—but we can help you put forth this digital-first mindset in everything you do.

 

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Talk, Don’t Run: First ‘Mobile Essentials’ webinar yields firm but guarded business case

August 28, 2013 By

You would expect “communication” to be the buzzword for a panel on relationships, public policy or workplace harmony. But mobile optimization?

Yet, talking meaningfully to your subscribers/members was one of the keys that came out of Making the Business Case, the first webinar in SIIA’s new Mobile Essentials series titled The Guide to Creating a Mobile Business.

“Talk to readers to see how they’re using your content,” advised Greg Krehbiel, director of marketing operations for The Kiplinger Washington Editors, Inc. “Communicate with your customer service rep to see what he or she is hearing. How are your readers accessing your information?”

The webinar laid the groundwork for content providers to get started with mobile. Although the majority of B2B websites are not optimized for mobile, a growing percentage of your audience is connecting with you via a mobile device. In addition, an ABM study found that 75% of respondents would engage more with a mobile-optimized version of your website.

But Matt Kinsman, vice president of content and programming for ABM, and the webinar’s first speaker, cautioned publishers to take that extra step. “Before you spend all that money on mobile, understand what your customers want and how they want it,” he advised.

Kinsman pointed to Farm Journal Pulse, a magazine that has enjoyed great success with targeted mobile messaging. “They are doing a lot with iPad apps and advanced mobile strategies,” Kinsman said. “They have developed one of the aggressive mobile platforms in B2B by understanding what their customers want and how they want it. Because 97% of farmers take their cell phones with them every morning, the company recently launched text-driven mobile solutions, including text message updates and coupons delivered through text.

Both Kinsman and Andy Swindler, president of Astek Consulting, spoke of the importance of business plans and talking to your subscribers—instead of trusting generic statistics. “There is a pressure to go mobile, a fear of being left behind” that motivates some publishers, Swindler said. Instead, there should be a business plan that tells exactly what you are attempting to accomplish. “It’s really easy to go in the wrong direction,” Kinsman added.

Greg’s 10 Rules of Thumb

“What’s the purpose of your mobile product?” asked Krehbiel. “What’s mobile about it?” Here are 10 rules he believes you should abide by in weighing your decision to go mobile:

1. Be careful with generic stats. They show us there’s movement in a certain direction, he said. But it may not be your direction. “You want to look at what your customers are doing in the mobile space. The average mobile behavior probably doesn’t have and never will have much to do with your business.”

2. Pay close attention to what you do. What’s your behavior on mobile? Look at how you use different devices and what you use them for.

3. Data is not the plural form of anecdote.  Do not confuse the two. Learn from your own experience and listen to other people.

4. Get your own stats. How many of your people are reading your emails on a mobile device? Look at time of day.  Measure your traffic from mobile devices vs. paid subscription.

5. Going mobile doesn’t happen overnight.  It happens in stages. Are your marketing emails or product delivey being opened on mobile?

6. How and when do your customers use your content?  What’s particularly mobile about farmers? “That was genius what Farm Journal did,” Krehbiel said. That’s meeting your customers where they are.”

7. Distinguish mobile web vs. apps. Apps give readers a better experience, but you have to jump thru Apple’s hoops. And it’s not just about the experience; it has to fit in with your business model.

8. Tablet vs phone-sized screens. Know how they’re consuming your content. An iPad allows more engagement. Are you on an open-source platform that has mobile plug-ins?

9. Don’t listen to the geniuses. Remember the paperless office, the flying car.

10. Where are you earning your revenue?  Don’t major in minors. Make sure you do a cost-benefit analysis. Increase that revenue to serve your customers better.

A case study

Swindler then presented a case study that Astek undertook for SIPA member EB Medicine. The goals were to get in touch with EB Medicine’s readers, understand what the true value proposition of mobile would be for them, and finally separate the mobile buzz from reader reality.

“Overall, they showed good growth in mobile traffic,” Swindler said. But he questioned if that was enough to justify a huge financial outlay. “Don’t let fear guide a critical decision. Anecdotes, buzz, a couple survey responses, is that enough to say this is a direction? They had done quantitative research.” But Swindler decided that they needed some qualitative research as well.

Astek spoke in-depth with five emergency room physicians—the EB Medicine audience—to truly understand what they needed, “rather than just get answers to survey questions.” They wanted to know “how they think, how they are using this technology. How are they using their iPhones in the emergency room? Would a quick reference guide help them do their jobs better?”

The findings were critical in guiding EB Medicine’s next steps. It made them think about their content differently. It helped them understand that they had more than one kind of reader. “It’s not enough to just say this is our readers,” Swindler said. “We needed a deeper understanding of that core value of EB Medicine.” They found that the best way to spread the word about their app would be one doctor telling another—and, if possible, hooking the residents, even if they couldn’t pay yet.

Engagement gets better

The final presenter was Jeffrey S. Litvack, senior VP & chief digital officer for American Lawyer Media. He said that with sales of smartphones overtaking PCs in 2012, 2013 would be the “tipping point” for mobile.

‘How did we approach mobile? We looked at what our users are doing,” Litvack said. “How are they interacting with us? Is it through the mobile Web, e-newsletters, mobile apps, digital editions for mobile devices?” He spoke of the decision to go either with responsive design—a scaling down of your site—or native—an all new-for-mobile site. ALM chose native. They were able to launch from Day 1 with a positive ROI by selling the ad rights to a sponsor.

Litvack said that with more readers opening email on their smartphones, the importance of optimization increases. That view may determine if the reader saves or deletes. Since the launch of ALM’s mobile optimized websites, click thrus have increased 120%. “That’s hockey-stick growth,” he said. “Very rare. We’ve had 144% more traffic coming from mobile and 40% in average click-thru rates for advertisers.” The mobile breakdown has been 2/3 smartphone and 1/3 tablet.

Though valuable, Litvack said that apps can be very expensive to build and maintain. He warned of going the Apple route, where you have to abide by their timing for both launch and updates. Apps can be effective, he added, but with almost a million apps in the app store, “getting noticed is very hard.”

He believes that engagement and the number of times people come back will always be higher through an app than on the desktop. “The users will be more interactive with that content. People will look at more pages, because it will download the information [easier] and make [the process] more a seamless.”

Lastly, Litvack stressed the opportunities that mobile offers for attracting print advertisers. “Digital editions resonate with print advertisers. They allow interactivity. You can sell them at print rate. Smaller screen sizes mean less content,” but less can be more. He also spoke of the importance of taking a different approach with mobile—from headlines to delivery. “Organizational and process changes are needed,” Litvack said. “Mobile is not a standalone channel; it’s part of the entire customer experience. And it’s becoming the predominant way for accessing your sites.”

The next big thing, Litvack pondered. “How mobile will be connected to cars.”

The second webinar, The Guide to Creating a Mobile Business, will take place Sept. 19.  Sign up here.

Ronn LevineRonn Levine began his career as a reporter for The Washington Post and has won numerous writing and publications awards since. Most recently, he spent 12 years at the Newspaper Association of America covering a variety of topics before joining SIPA in 2009 as managing editor. Follow Ronn on Twitter at @SIPAOnline

 

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SIPAlert Daily – The importance of talking meaningfully with your customers

August 20, 2013 By

To create new norms, you have to understand people’s existing norms and barriers to change. You have to understand what’s getting in their way.

—Atul Gawande in his July 29 New Yorker magazine article on innovation

Last week I spoke with Joe May, the marketing director for SIPA member Pro Farmer. They are currently in the middle of their biggest week of the year: Crop Tour. The Wall Street Journal, Bloomberg and Reuters all cover it. He told me that more and more farmers are using mobile devices, and that tablets are “exploding” for his audience. “The commercials you see probably don’t show that,” he said. iPads on a tractor? Who knew?

Pro Farmer does. They are helping to create new norms for farmers by talking to them, meeting with them and understanding their situations. Out of that understanding comes:

• Pro Farmer Text Quotes sent three times daily to cell phones;

• voice alerts with market advice and breaking news;

• Pro Farmer Today, seven profit-building reports, easy to read on any device; and

• an audio Monday Morning wake up call.

In the first webinar of SIIA’s new Mobile Essentials series held last week, Andy Swindler, president of Astek Consulting, presented a case study they did for SIPA member EB Medicine. (If you are a member and missed this, let us know and we will send you the link. It was an amazing session.) The goals were to get in touch with EB Medicine’s readers, understand what the true value proposition of mobile would be for them, and finally separate the mobile buzz from reader reality.

“Overall, they showed good growth in mobile traffic,” Swindler said. But he questioned if that was enough to justify a huge financial outlay. “Don’t let fear guide a critical decision. Anecdotes, buzz, a couple survey responses, is that enough to say this is a direction? They had done quantitative research.” But Swindler decided that they needed some qualitative research as well.

Astek spoke in-depth with five emergency room physicians—the EB Medicine audience—to truly understand what they needed, “rather than just get answers to survey questions.” They wanted to know “how they think, how they are using this technology. How are they using their iPhone in the emergency room? Would they look up some medical fact? Would a quick reference guide help them do their jobs better?”

The findings were critical in guiding EB Medicine’s next steps. It made them think about their content differently. It helped them understand that they had more than one kind of reader. “It’s not enough to just say this is our readers,” Swindler said. “We needed a deeper understanding of that core value of EB Medicine.”

In the article that Gawande wrote for The New Yorker, he tried to figure out why certain worthwhile innovations don’t spread, and how they can be spread. He quotes the scholar Everett Rogers: “Diffusion is essentially a social process through which people talking to people spread an innovation.” And his “talking” does not mean through social media.

The Pro Farmer Crop Tour is basically about touching the people with information. More than 100 volunteer crop scouts are going out every day this week to take corn and soybean measurements with reports given each night in meetings across the Midwest. Can you imagine how much Pro Farmer gains from a week like this? They are gathering key information and meeting many of their members—their word, not mine. “This is followed closely by the farmers we serve,” May said. “…There’s a video crew embedded in the tour and it blew up on Twitter.” (Pro Farmer actually has a video studio in their Cedar Falls, Iowa, offices.)

Gawande tells a story that he says “salespeople understand well.” He asked a pharmaceutical rep how he persuaded typically stubborn doctors to “adopt a new medicine. Evidence is not remotely enough, [the rep] said, however strong a case you may have. You must also apply ‘the seven rules of touches.’ Personally ‘touch’ the doctors seven times, and they will come to know you; if they know you, they might trust you; and, if they trust you, they will change.”

It’s hard for publishers to touch all of their customers in the way that this pharmaceutical rep started stocking doctors’ closets with free samples and then asking how their daughter’s soccer game went. But you can duplicate that human interaction in other meaningful ways, either through live events, in-depth interviews or maybe some kind of Twitter Chat or webinar Q&A.

Regardless, publishers, like any other business, need to reach out to their own markets in a meaningful way before making the big decisions that affect the bottom line.

To subscribe to the SIPAlert Daily, create or update your SIIA User profile and select “SIPA interest.”

Ronn LevineRonn Levine began his career as a reporter for The Washington Post and has won numerous writing and publications awards since. Most recently, he spent 12 years at the Newspaper Association of America covering a variety of topics before joining SIPA in 2009 as managing editor. Follow Ronn on Twitter at @SIPAOnline

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Webinar: Mobile Will Transform Your Finance Operation – Are You Ready?

March 28, 2013 By

Cloud-based financial applications are helping businesses streamline the process of paying bills, projecting cash flow, and conducting business transactions. It is no secret that companies are taking the next step to deliver these solutions via mobile devices in order to help executives manage their businesses – anytime and anywhere.

Listen to this pre-recorded webcast as SIIA members Saugatuck Technology and Bill.com explore the need for and the role of mobile financial management. Now is the time to learn:

  • How mobility has become a key driver
  • Advantages of mobile platforms
  • Risk & fraud issues with on-premise solutions
  • Importance of a loosely-coupled architecture
  • How to create a Boundary-free EnterpriseTM

Presenters:
Alex Bakker
Senior Research Analyst, Saugatuck Technology

Mike West
Vice President and Distinguished Analyst, Saugatuck Technology

Darren Linscott
Vice President of  Product, Bill.com

Presentations
Click here to view Saugatuck Technology’s presentation slides

Click here to view Bill.com’s presentation slides

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FTC: Don’t Confuse Mobile with Personal

February 1, 2013 By

SIIA is supportive of the FTC’s effort to provide guidance for the multistakeholder approach to mobile privacy protection being led by the NTIA.

Today’s mobile guidance report from the FTC provides some useful input to that end. However, SIIA continues to strongly disagree with some of the high-level conclusions reached by the Commission. Particularly, SIIA strongly disagrees with the FTC’s conclusion that “[m]ore than other types of technology, mobile devices are typically personal to an individual, almost always on, and with the user.”

While this may be true when applied to smartphones and the model for their use today, SIIA strongly believes that this vision misses the mark for tablets, and it most certainly inaccurately portrays the evolving nature of Internet-based technology and new-age devices. On the contrary, SIIA is confident that the larger trend in technology with products and services offered seamlessly across a wide range of platforms and devices, coupled with the increasing saturation of Internet-powered devices reflects the shift to an environment where devices are less “personal” and less linked to a particular individual than personal computers.

For instance, just several years after the introduction of the tablet computer, and less than a decade after the introduction of the the modern smartphone, it is not uncommon for a household to have a wide range of internet-connected devices, with perhaps the majority of those devices being mobile devices shared by numerous users.

SIIA believes that the FTC’s fundamental misunderstanding about the increasing personalization of devices sets an inappropriate basis on which to build a foundation of privacy practices, either voluntary or mandatory. In order to develop an effective privacy framework for rapidly evolving technology, it is critical that we fully understand how this evolution is taking place, and all the opportunities that this innovation brings.

David LeDuc is Senior Director, Public Policy at SIIA. He focuses on e-commerce, privacy, cyber security, cloud computing, open standards, e-government and information policy. Follow the SIIA public policy team on Twitter at @SIIAPubPolicy.

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All About the Cloud Program Committee: Russell Hertzberg, SoftServe

February 1, 2013 By

I recently sat down with AATC Platinum Sponsor and Program Committee member Russell Hertzberg, Vice President Technology Solutions for SoftServe, Inc. to discuss AATC 2013, their goals for the conference and what we hope to see from the program and our industry in the coming year.


Russell Hertberg
Vice President Technology Solutions, SoftServe

Rhianna:Why was it important to you to be a part of the AATC Program Committee?

Russ: Being a part of the Program Committee helps SoftServe give input into the shape, structure, and content of the event agenda, while staying abreast of the latest developments with respect to the event plan.

Rhianna: What are your goals for the conference this year?

Russ: As always, to get some strong new ISV leads, or to further nurture existing prospects. We do this through networking, speaker presentations, and the sponsorship.

Rhianna: What is unique about AATC that makes it so valuable to ISVs?

Russ: AATC is the premier event for ISVs who are just entering or already leading in various segments of the Cloud Computing market. This event has it all: thought leaders, great panels, practical education, and how to content.

Rhianna: What are some of the topics you are excited to see in the program this year?

Russ: Mobile + cloud monetization strategies, the evolution of PaaS technology, a report card on Azure, and the role that Big Data platforms are playing in various SaaS offerings.

Rhianna: What are your industry predictions for what’s in store for 2013-2014?

Russ: 1. SaaS. Large ISVs are in an adaptive race to both build and buy SaaS capability. In this race, the course of 2013 will show increasing gaps between executing leaders and confused or denying followers. This race is the single most important determinant of the future value of the 100 largest ISV providers. The leaders will not simply make more SaaS acquisitions. They will also create hybrid solutions for current install bases. They will deliver new SaaS offerings in the SMB market by refactoring current on-premises technology. And they will adapt channel, sales and marketing models to the economics of the SaaS business.

2. DevOps. Cloud computing is changing the skill set and composition requirements of technical teams. Designing and developing software is now the front end for the long-run challenge: service delivery management and continuous application enhancement. Development operations (DevOps) are one of the critical disciplines for the new technical team. The skill set of a DevOps tech lead includes systems programming, build management, configurations management, service monitoring, security, backup, recovery and more. Over time, the technical team composition for a large SaaS deployment will trend towards an equal number of software engineers and DevOps engineers.

3. PaaS. PaaS remains a clever software technology for rapid application development or refactoring rather than a specific market. Small PaaS players can survive by deploying their technology primarily to create conventional and nimble SaaS solutions in established markets. PaaS technology will be combined with Big Data platforms to create new services and sites in several business and consumer markets.

4. Health Information Exchanges. The firmer establishment and acceptance of The Patient Protection and Affordable Care Act of 2009 (“Obamacare”) resulting from the re-election of Obama is driving acceleration in construction and deployment of Healthcare Information Exchanges and Health Insurance Exchanges. HIE construction and operation is attracting large hardware/software providers and major systems integrators. The cloud-based security and data integration requirements for HIEs will introduce new software and security technology like JSON and Oauth into the healthcare IT market. Other industry-specific community clouds may begin to develop in public education, finance, retail and manufacturing.

5. Social media. The technology behind the massive horizontal scalability of major social and search platforms is driving into the smaller-scale footprints of independent colocation facilities, hosters, ISPs, and enterprise data centers. Enterprises will refactor and redeploy more and more applications into hybrid and private cloud deployments, taking advantage of virtualization, multi-tenancy and horizontal scalability to become more competitive with public cloud-computing metrics and price points.

6. Mobile. Scalable back-end cloud services continue to be the anchor for mobile business and consumer applications. Mobility and cloud computing enjoy a virtuous synergy that can be seen in the rich native mobile applications for popular social networks, the hugely successful online store models for application purchase and delivery from Google/Apple/Amazon, and the overall growth in mobile device traffic on popular cloud-based sites and services.

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