Formulate an Effective Mobile Strategy
President and CEO, Applico
Applico is a mobile product development firm that has worked with Rodale, Pearson, NBC and others on mobile strategy and design across multiple platforms.
Don't repeat the mistakes of the early days of the Web. People are already used to paying for content on mobile to an extent they never were on the Internet, Moazed says. With the variety of monetization models available, publishers must think in terms of how, rather than whether, to charge for content. "You're are able to get back to your original business model of convincing people why they should pay for your content rather than your competitors', [whereas] on the Internet you are fighting over convincing people that they should buy into your business model of paying for your content versus the other people who are free."
Consider whether to build out a custom platform or license one from an outside vendor. If you can afford it, the advantages of a custom platform include owning all the rights and IPs, as well as complete customization. If you choose to work with a vendor such as Adobe, what you sacrifice in design flexibility you make up for in cost and design predictability, affordability and a faster time to market.
Custom applications allow the developers to differentiate the reading and viewing experience. "You can make the platform accentuate certain types of content, design it the way you want it to be [and] translate the user experience that you think your readers like," says Moazed—whether visual features carried over from print (brand-defining elements such as the quality of the paper or printing) or other digital products. "But if you're more skeptical, if you want to try to hedge your investment and get familiar with the platform by trying something that's already there vs. really going all in and building your own custom platform, then using someone else's platform really makes a lot of sense," he adds.