Bright Blue Day MAG+ SeminarDRAFT 1

31st May 2012

Harnessing the potential of iPad for business content

A Brighter Thinking Seminar

31st May 2012

Bedford Square, London

Introduction

Richard Calvert

Bright Blue DayThe Tablet Imperative

Jeremy Baldwin

Bright Blue DayThe Content App

David Ford

Bright Blue DayApplying it to B2B

Richard West

Mag+The Mag+ Experience

The Tablet Imperative

Richard Calvert

Bright Blue Day

Content marketing is marketers becoming publishers; owning the

media instead of renting it. Attracting and retaining customers

by creating/curating valuable, compelling and relevant content to

maintain or change behaviour.

Joe Pulizzi, Founder of Junta42 and Content Marketing Institute quoted in B2B Content Marketing: Formats, Distribution and Measurement. October 2011

9 out of 10 B2B organisations market with content

51% of B2B marketers plan to increase their content marketing budgets within the next year

On average marketers spend >25% of their budget on content marketing

Content is key in B2B

A key driver in the use of digital channels is the accessibility of technology, making the production

and distribution of content cost-effective.

2012 SEO Benchmark Report, eConsultancy

Human

Augmentation

Computer-brain

interface

3D Printing

Speech-to-Speech

Translation

Cloud Computing

Gesture Recognition

Micro Blogging

E-bookreader

Video tele-presence

Mobile application

stores

Internet micropayment

Electronic Paper

Speech recognition

Tablet PCs

Public Virtual Worlds

Video Search

Mobile Robots

Technology Trigger Pocket inflated

expectations

Trough of disillusionment

Hype Cycle 2010Garther.com

< 2 years

Years to mainstream adoption

2-5 years 5-10 years >10 years

Slope of

enlightment

Plateau time

of productivity

Location Aware

Applications

Augmented Reality

Wireless Power

3D Flat panel

TVs & Display

Peak of inflated expectations

Plateau ofproductivity

Gartner.com

Tablet shipment outpacing notebooks by 10:1

132m Tablet sales up to 132 million in 2013

Two years later we see mass adoption

15% of men would give up car to keep tablet

+ 115%UK

Italy

Germany

France

Spain

+ 95%

+ 75%

+ 50%

Feb2011

Jan2012

+ 37%

Growth rate of iPad owners amongst mobile audience

44% could not be separated from tablet

25% of women would give up sex

Yahoo 2012Cisco IBSG Horizons Study

Today’s B2B buyers are adopting...mobile platforms to consume information and conduct purchase research

95% of organisations allow employee owned devices

76% said they were great for business

24% of SMEs supply employees with tablet

Impact on working life

90% of professional owners use it for work

60% use it primarily for work

90% of said tablet increased productivity

3.3 connected devices per employee by 2014

Cisco IBSG Horizons Study

Practicality and convenience drive adoption

Usage throughout the day

42% of tablet users say tablets ‘allow me to explore new things’

72% of tablet users report Dual Screen behaviour with TV

63% of tablet users in the UK agreed that it is easier to access media content on a tablet than on a mobile or laptop/desktop

51% use a tablet to fill what would previously have been ‘dead time’

During a Typical Day, at What Times Do You Usually Use Your Device?

70%

60%

50%

40%

30%

20%

10%

0%6AM–8:59AM 9AM–11:59AM 12PM–2:59PM 3PM–5:59PM 6PM–8:59PM 9PM–11:59PM

Laptop/ Desktop Smartphone Tablet

12AM–2:59AM 3AM–5:59AM

IAB 2012

Fast SlowIntimacy

Curation

Geography

Tablets join worlds and shift paradigms

Tablets offer new opportunities to engage with content in new ways

• Accessing content is no longer time constrained

• Content can be integrated into cross-channel, multi-screen conversations

• Businesses are able to offer unique depth of engagement to better engage senior stakeholders and decision makers when and where it matters

• Ability to repurpose and reuse content across audiences and locations

• Deliver value across protracted sales and re-purchase cycles

We have a clear opportunity to leverage tablets to deliver compelling and effective content and services to

customers, prospects and employees across an engaging and

convenient digital platform.

What are the options?

Jeremy Baldwin

Bright Blue Day

The rise of the app economy?

The growth of smartphones and tablets fuelled a whole new economy with shift from web to app platforms:

1 billion Android App downloads in 2011

App economy drives half a million jobs in US

App market estimated to be $38 billion by 2015

$38

billion

TechNet

The rise of the app economy?

But whilst consumer and social apps enjoy all the buzz there is massive investment from B2B:

25% growth in Mobile Enterprise Applications

Average investment in mobile projects will rise to £590K in next 18 months

43% of businesses are currently creating apps for customers 42% for employees

£590K

25%

43% 42%

IDC

2 App ‘flavours’

Utility Apps

Add value by helping people to do things more efficiently, to be more productive.

Content Apps

Apps that add value by giving more convenient and compelling access to content that drives stakeholder engagement.

• Tablet is a natural device for ‘slow’ content like books, articles, magazines and video.

• Offers convenient and enhanced experience through interactivity, rich media and connectivity.

• Opportunity for B2B marketers is to create experiences dedicated to the tablet that drive deeper engagement with stakeholders.

Rise of the content app

Many are already taking it...

There is a clear need for a tablet content strategy.

Not just as an adjunct to web, mobile or offline plans, but as a channel in

its own right.

...but not in isolation

Courtesy of Christophe Stoll

Coherence Synchronisation Screen sharing

Device shifting Complementarity Simultaneity

App options

Many ways to create the content experiences, and this complexity makes it hard to know where to invest.

But there are some clues....OPEN(browser/desktop)

CONTENT

UTILITY

CLOSED(app  store)

hybrid

Adapted

Website

Web

App

Native

App

Published

App

Choosing a platform for content apps

Web content apps are about finding, distributing, organising and sharing content. The container is less important, the value is in the content itself.

Published content apps are designed for deeper, more considered consumption. The enjoyment and value comes from the complete pixel perfect experience.

UK

Italy

France

recency

PUBLISHED  APP

WEB  APP

replication

completeness

technical

It is all about the kind of experience you want to create.

This comes from detailed understanding of audience, their

expectations and needs.

We have a clear opportunity to deliver compelling, rich,

interactive and connected content experiences in an

efficient and measurable way that leverages existing skills and

assets.

The Mag+ Experience

Richard West

Mag+

magplus.com

A huge varierity of apps

. . .

magplus.com

Tablet App of the Year  

Bonnier Corp (U.S.) awarded by the Publishing Executive Magazine (U.S.)

Innovator of the Year award

Digital Magazine of the Year Popular Science+ awarded by

MIN Online (U.S.)

Popular Science+ awarded by MIN Online (U.S.)

Credentials so far

magplus.com

Mag+ Philosophy

It’s about recreating the experience: immersive, intimate, easy.

1

2Make content that feels like it was made for this device.

3Create a simple and flexible system that lets creators do what they do best: designing pages, telling stories, connecting with readers.

magplus.com

Show me

magplus.com

Mag+ overview

Create Produce AppStore

Review

Publish Android market

produce publishplug in

Enterprise

magplus.com

Research Methods

magplus.com

Corporate customers

• Sandvik

• Telenor

• SKF

• IC Company

• ABB

• Ernst & Young

• Unilever

• TetraPak

• Sybase

• Ericsson

• Thule

• Nato

• Volkswagen

• Toyota

• Thule

magplus.com

Why tablet publishing?

• New market opportunities

• Increased quality, package and design content

• Cost effective distribution

• Efficient communication (push/online/offline)

• Easy to get started (test and evaluate)

• Low entry of barrier (no initial cost)

• Accurate information available

• Engaging the customer/employee

David Ford

Bright Blue Day

Application in B2B marketing

The app becomes a new channel?

Approach can be applied to:

• Existing publications

• Existing communication assets

• Face to face presentations

• Company reports

• Internal communications

...or completely new content-led services

Direct connection to your audience

Employeesaligned and productive workforce

ManagementGreater clarity and insight from enhanced customer and stakeholder interaction and data

Investment community

Accurate, up-to-date and detailed picture of

corporate activity and performance

Customers and prospects

Deeper engagement building on-going relationships and

enhanced revenue

Content strategy

ContentPlanning

TouchpointPlanning

ExperienceDesign

ContentProduction

IssueProduction

Publish

Bright Blue Day

Already out there

Let’s Play!