Formulate an Effective Mobile Strategy
Luby says Simon-Kucher & Partners would have two questions for a publisher coming to them for strategy advice, followed by a premise. The questions are: How will a mobile solution add value to your customers? What is your path to profit?
"The premise is that switching to a mobile platform to serve customers better should not make you ... financially or commercially worse off. You should 'win,'" he says. "Some argue that penetration is a better approach when you go mobile, because once you have an audience, you can upsell them later. Publishers really do wrestle with this question, and most-if you really force the trade off-remain conservative, take it slow, and build a paid user base before expanding."
Consider higher prices at the outset. "Even if you have a 'sweet spot' for your content, you should end there, not start there," Luby says. "The people who see the value in your service will pay the prices, because they get an advantage and see how they can share in the value you've created. Our most common example of this is our belief that digital music singles should have started at a higher price point when iTunes launched (maybe $1.99 each), before progressing down to today's tiered structure with the three price points."
Vice President of User Experience, Siteworx
Siteworx provides design and development services in the mobile and online space.
Start by evaluating your current properties. Look at how your current websites are performing. How well are they achieving the business goals you've laid out? Are they trying to do something that could be done better through mobile? If the reach of your site is overly broad, for instance, you might think about certain aspects that could be transferred to mobile.
Calabro echos Wiener's point about understanding how users are coming to your site, and for what reasons. If you offer games, and people are coming to your site from mobile to play those games, that could possibly make a great app.