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Mike Haney · New York · March 19, 2015 · Mobile Innovation
Put your Content Where your Audience is: On Mobile
magplus.com
What’s Mag+?
An end-to-end solutionfor creating and distributing
content for touchscreenmobile devices.
It’s your mobile content hub.
magplus.com
How does it work?
magplus.com
1. Create and curate your content.
Sources:•InDesign•Web•RSS•Newsfeed•CMS/DAM
magplus.com
How does it work?
magplus.com
2. Use our Web-based admin portal
• Upload content
• Build apps• Send
notifications• Set
entitlements
magplus.com
What do you do with it?
magplus.com
• Magazines—consumer, trade, custom
• Annual and financial reports
• Catalogs and e-commerce
• Sales enablement
• Internal communications
• Manuals
• Branded content
• Entertainment (music and video)
• Museums, education, sports …
magplus.com
History
• Founded in 2009
• Launched with the iPad in 2010
• Now 4,400+ public and private apps created across 1,900 brands
• 23 million app installs
• 60 employees in NYC, Stockholm
magplus.com
Supports all mobile devices
• Build apps for iPad, iPhone, Android tablet and phone,as well as Kindle Fire
• Distribute apps in public marketplaces or privately
• Create free or paid apps, newsstand or standalone
magplus.com
Multiple sources
• Design your own content using InDesign (CS4-CC)
• Use our Studios service
• Deliver content through embedded HTML, send in-app messages, live news and push notifications
magplus.com
Personalized content
• Add sign-in capabilities to gate content
• Segment content based on behavior
• Make the app increasingly personal
magplus.com
Analytics and marketing
• Built-in analytics to measure audience behavior and usage
• Marketing tools to reach new audiences
• Drive downloads, increase conversions, measure ROI
Pricing
OccasionallyPer Issue
• One app
• One device
• Pay per issue
$999/issue
FrequentlyMonthly
• One app
• One device
• Unlimited issues
$499/month
All features included at all levels. No mandatory download fees, ever
How often do you want to publish issues?
• Build a custom Mag+ app!
• Includes two components: the MIB reader and the Connection to the Mag+ backend
• Allows you to use the Mag+ design tools and backend, while creating a custom end user experience
• Customize the navigation, features, functions, menu, etc.
• Or build the Mag+ functionality into another app—add a content tab to games, utilities, larger apps
Mag+ app SDK
$3,499/month
magplus.com
Mobile is the first fundamentally new content distribution channel since desktop (web) 20 years ago.
The new universe
magplus.com
The reach, immediacy and intimacy of the mobile channel is disrupting publishing.
The new universe
magplus.com
The new universe
Does your brand tweet?
Have a Facebook page?
A Pinterest page?
A blog?
YES!
Congratulations,you’re a
publisher!
No! We don’t likeloyal consumers.
Good luck with that.
magplus.com
Every brand is now a publisher.• Gatekeepers aren’t dead, but they’re not required.• Twenty years ago, how many brands thought about
content?
The new universe
magplus.com
Every brand is now a publisher.• Gatekeepers aren’t dead, but they’re not required.• Twenty years ago, how many brands thought about
content?
The new universe
magplus.com
Publishing workflow is no longer linear.There are new (and many more) inputs and outputs.And there are new monetization ecosystems
The new universe
Writer / Editor
Media Audience
Audience
Media
Brand
Social
magplus.com
Publishing is now more multi-channel: content consumers expect content in a variety of forms, from a variety of curators and at a variety of frequencies
The new universe
magplus.com
The good news:In a world of unlimited information, curation matters.So do experts.Brands are experts.
The new universe
Mobile is where people live
magplus.com
91% of adults have their mobile phone within arms’ reach 24/7. (Nielsen)
57% of people say that the tablet is their favorite place to consume content. (Mequoda Tablet
Study)
Adults spend more time on mobile media than they do on newspapers and magazines combined. (Nielsen)
Apps are what they use
magplus.com
Customers are downloading more than 800 apps per second at a rate of over two billion apps per month in the App Store. (Apple)
As of February 2013, there are 224 million app users in the U.S. compared to 221 million laptop and desktop users. (Flurry)
In 2013 Flurry counted 1.126 trillion app sessions.
Apps are the language
magplus.com
• 80% of a mobile users time is spent in Apps rather than mobile web.
Flurry Analytics: April 2013
Apps are the language
magplus.com
App sessions on the tablet are four times longer than web sessions (24 minutes versus 6), and phone sessions three times as long. (Adobe)
magplus.com
Sales apps
EMC Interactive
• Tablet app for sales professionals and partners
• Demonstrates the value of EMC’s business solutions and technologies to EMC customers
• Internally distributed through private app store and through public Apple App Store
• Full user analytics gives sales manager insights into reps use of app
magplus.com
Product apps
VIC FIRTH
Vic Firth Product Catalog• Includes sample
drumming patterns and lessons
magplus.com
Product apps
Volvo Trucks• Used by Volvo sales force to
inspire and explain technical details
• Shows various vehicle options and configurations
• Volvo allows current customers, sales representatives and potential customers access to download this enterprise app
• This app has been translated into 29 different languages and published globally
magplus.com
Catalog apps
Famous Footwear
• Seasonal catalog featuring full lines of shoes
• Distributed to more than 1,000 stores and to consumers
• Built in m-commerce allows users to purchase shoes directly from Famous Footwear
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Companion apps
University of South Carolina Transitions 101• Companion to
textbook for a “welcome to campus” class for all freshmen
• Interactive sports schedules
• Assignment submission via app
magplus.com
Event apps
PetSmart Employee Conference app
• Includes interactive note-taking component
magplus.com
Strategy =
Goals + Content Inventory + Resources
What do I expect to get
out of this app?
What will I/we consider success?
What content do I have? What content could I
have? What content does the audience I want to get expect from this app?
What kind of money do I have?
What kind of talent do I have? What kind of
time do I have?
Have a goal
magplus.com
• I have to seek out your web site or print product.
• Once the app is on my device, you’re embedded.
• It’s like having a walkie-talkie with the user.
• You just have to speak into it!
• Apps can create an intimate connection.
Go from push to pull
magplus.com
• Issues/curated bundles of content
• Subscriptions (auto delivery)
• Push (real-time)
• In-app messages (get them when they open)
• Newsfeeds (up-to-date content)
• Web tools/apps (engagement)
Use all content channels