Formulate an Effective Mobile Strategy
Consider your security needs. Some companies have thus far not adopted tablet-based applications due to security concerns. With tablets being increasingly adopted by corporations and used like PCs, waiting until more security solutions are in place for tablet operating systems might not be a bad idea for firms that rely on sensitive information.
Have a "brand-global" view. Basing tablet products off of current content offerings without thinking about added value for users is a mistake. Brand-global thinking is also important as you look beyond content questions. "If you have different price strategies [for various platforms] ... it will be like pieces of a puzzle that don't fit together," Ehrhardt says. "So stop and rethink that strategy across the board."
When considering ROI, first clarify what your goals are. Are you looking primarily for profit, new revenue, new subscribers, keeping existing subscribers, brand awareness, to be hip and fashionable? "In order to understand how to get to our goals, it's helpful to break the goals down and [consider] measures like the number of new subscribers and revenue or profit numbers," Ehrhardt says. Revenues in mobile may be considerably lower than print, but profit margins higher due to lower overhead costs—these are the sort of considerations that should be factored into a revenue strategy.
Be patient, and plan long term. "Patience is something we need at this point because you cannot be sure what will work out in a trial-and-error phase," she adds. If you are trying a subscription model, understand how many subscriptions you need to do at a certain price to make back your investment in one, three or five years. "If I would need 10x more subscriptions then I [currently] have to make money, then I have to ask myself, 'Can I really be on track?'"