Thirty-Six Tips for Developing a Successful Mobile Publishing Strategy

20. Stick to your strengths.

Elsevier uses apps to strategically target its existing core audience of physicians and medical students. "We continuously conduct extensive customer-needs research and strive to gain a better understanding of the workflow and demanding needs of that client base," Charles says. "Though we're always looking for new audiences, our loyalty will continue to be with the physicians and medical students and being able to provide them with the richest content available."

21. Maximize mobile's 
ability to fill needs.

Elsevier's most successful mobile products to date are the Netter's Flash Cards apps, which allow medical students to study and review information on their smartphones. These apps build on Elsevier's established and trusted Netter's brand to fill a critical student workflow need, Charles says, and also capitalize on young medical students' enthusiasm for mobile devices and content.

22. Brand awareness is key to app success.

"The biggest challenge people have when they go to the App Store is knowing what they're buying," Charles notes. "Because of the sheer amount of apps available, it's hard to have anyone know you exist. By having content with a brand name that someone might search for, as well as the ability to reach potential customers directly (and not just in the App Store), you maximize your chances for success."

Tips From … Hugh Park Jedwill, CEO, Mobile Anthem

Mobile Anthem is a mobile marketing agency specializing in helping companies match brands to mobile consumers.

23. Understand reader 
habits.

If you know that 50 percent of Britons sleep with their phones, and 25 percent of couples sleep in separate beds because their partners keep them up texting (which, according to one survey, is true), "what's the implication for book publishing?" Jedwill asks. Understanding people's habits and needs (such as reading to help fall asleep) can go a long way to helping publishers decide what type of content and distribution modes to offer.