Myth-busting Publisher Smartphone and Tablet App Review – Part 1Do iPhone or iPad Apps Cannibalise Print or Impact Brand Loyalty?
If you aren’t yet curious about apps or you believe that they can cannibalise print, then perhaps you would be interested in our myth-busting facts.
Readers downloading many of our clients’ apps actually increase their tendency to buy print editions, with 18 per cent new to these brands altogether.
Maybe you doubt apps’ longevity in comparison to print, which can be quashed by evidence that 95 per cent of our publishers’ branded apps are still installed on readers’ handsets some six months post download… the remaining five per cent is probably just the competition.
One Thousand Strategies and Potential Successes
You will have not escaped the many recent iDevice, Tablet and Smartphone launches, culminating in a wave of media and social comment; upon which we as publishers are looking to make key strategic decisions.
Firstly you must define your own success – whether it is enticing new customers or customer demographics, being best in class, invigorating advertisers, driving data capture or increasing good old-fashioned profit.
Across all of our clients’ apps, PageSuite has achieved each of the above; developing three number one news apps in multiple territories, whilst six have been marketed in iTunes’ featured listings, increasing downloads by 350-500 per cent, with sales and advertising revenues following suit.
In our experience, which goes beyond mobile into digital publishing, nearly every one of our 1000 clients has a different strategy, agenda and future goal. These strategies are now being further challenged in a burgeoning and opportunity-laden marketplace, which is accelerating at tremendous pace and with tenacity.
Maximise Today and be Future Proof
Will the iPad be a Christmas bestseller? You bet. Will Apple and Google stock prices continue to soar in 2011? Yes again. Does the next decade see continued mobile growth and the proliferation of tablets both locally and globally? It is going to happen.
The best place to learn of and gain exposure to this expanding market is by being part of it - competing, trialling and delivering optimised content on a range of devices. The Scotsman have a paid-for iPhone app that combines print replica and live news content, whilst KoS Media’s free iPad app even includes video and classified advertising searches
In comparison, our bespoke app to a white label app is very much like your Saville Row suit to an off the peg, designer label. Both are expertly crafted and designed, with the price difference reflecting how many expert tucks and alterations you require.
To read the second part of the article... please click here