Digital Directions: 3 Keys to an Effective Mobile Strategy
Some market verticals are a bit easier to develop mobile solutions for than others. Medical publishers, for example, have migrated from delivering print products to providing clinical workflow solutions, which lend themselves well to mobile platforms.
But opportunities exist for all publishers to discover relevant mobile experiences, even outside the low-hanging fruit in reference, education and professional information. For example, a young-adult fiction publisher may identify its mission as "to develop and sustain the love of literature in young people." This mission could clearly be supported with mobile experiences, which occupy a growing role in the lives of young people. A practicable mobile product strategy would be one that leverages existing content assets (titles), rather than the creation of new ones. Finally, such a strategy would use the unique characteristics of the mobile medium to propel the mission for this hypothetical publisher.