Thirty-Six Tips for Developing a Successful Mobile Publishing Strategy
Science and health publisher Elsevier has experienced success with mobile apps targeting audiences in the medical field.
19. In app development, centralize the support process.
While idea generation is driven by editorial, Elsevier has found it works best to create a team of specialists to help bring these ideas to fruition. The company's Mobile Center of Excellence supports the development process with technology and technical support. "Essentially, an editor will come with an idea, and they'll be able to work with the Mobile Center to refine that idea, get the business case ready and then send to the ... appropriate developer to get the product to market," Charles says. "We've effectively created a new role which includes a small group of people that act as consultants and help editors/product managers flesh out ideas for apps."