Digital Directions: 3 Keys to an Effective Mobile Strategy
3. The unique characteristics of the mobile media platform. The mobile platform is an intelligent, connected, location-aware multimedia device. The more of these attributes the mobile offering uses, the more likely it will deliver a new type of value.
When these three factors are well-understood, exciting and relevant product options can be successfully created and deployed.
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.
This is one of the most important intersections in the history of publishing. Publishers must demonstrate their continued relevance to our increasingly digital society in the form of mobile offerings that deliver real value. The alternative is too unpalatable to contemplate: the slow decline of the publishing industry brought on due to irrelevance and the inability to change. BB
Andrew Brenneman is founder of Finitiv (Finitiv.com), a consulting and services organization that develops and executes transformative digital strategy for publishers and other content organizations.