Thirty-Six Tips for Developing a Successful Mobile Publishing Strategy
Ricoh Innovations, the California-based research subsidiary of Ricoh Co., is developing document-recognition technology for mobile devices that takes readers of print books to publisher-indexed sites. During conversations with publishers and content creators, Behrendt says three pre-requisites emerged as essential for publishers looking to build a mobile strategy.
16. Prepare your content.
"It's not only about digitizing your content," he says. "It's about tagging, indexing and allowing smaller units of content to be consumed by readers. (Think about the 'buying a song versus buying a CD' metaphor.)
17. The experience counts.
"Create a simple user experience around one purpose (like 'find, buy or read similar'). Don't overwhelm readers with too many options. The mobile experience is about narrowing options for your readers so they can expand and navigate further," says Behrendt.
18. Scale and conversation.
"Ride the wave. Allow readers to share, tag and annotate your content. Your content is already part of your readers' conversation. Give yourself the credit by participating," he says.
Tips From … Randy Charles, managing director, global clinical reference, Elsevier Health Sciences
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."