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The Unbundled App

Michael Kowalski
Michael Kowalski

As former Netscape CEO Jim Barksdale put it: There are only two ways to make money in business. One is to bundle. The other is to unbundle. Mobile is all about unbundling. The first wave of publisher apps did little more than replicate print editions. But new trends in card design, notification, and continuous publishing have changed the picture. This session will explore ways in which savvy publishers are rethinking how they can use their content in apps to create valuable new kinds of products, as well as using the card metaphor to extend their content reach beyond the confines of the app itself, out into the wider web ecosystem.

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The Unbundled App Michael Kowalski Contentment.io @micycle
Space is big. Really big. You just wont believe how vastly, hugely, mind-bogglingly big it is. I mean, you may think its a long way down the road to the chemist, but thats just peanuts to space. Douglas Adams
Or mobile. Mobile is big too.
90% of mobile time spent in apps 50% of world population owns a mobile 38% of all web tra鍖c, and rising More mobiles than people on the planet People look at their phones 150x a day
Source: Ofcom, Aug 2014 Viewing media is what people do all day
Always on you. Always on. More media being viewed more often than ever before. And rising.
Mobile is not digital.
Mobile is yet another revolution for publishing.
Replica editions really suck on mobile But: mobile is not just about making your design responsive
How often do you look at your phone 100x, 200x a day?
How often do you update your digital edition 1x a week? A month?
For mobile, need to think about product design not page design
Designing for mobile is like designing for anything else Its about putting the user at the heart of your design
Mobile-centric publishing is user-centric publishing.
What mobile users want Find out what's going on Find my way around Learn something Kill a few minutes Share with others
Why people like apps Simple user 鍖ow: one thing at a time Highly focused, even single purpose A mobile is not even a computer. It's more like an appliance You push a button to do something
Unbundling magazines for mobile users Break out speci鍖c use cases and value propositions Build highly focused apps that connect with the way people use their mobiles. What are the buttons people could push?
Q: What publisher has the time or resources?
A. Mobile means unbundling your work鍖ow too.
The Unbundled App
5:2 Diet Planner Repackaging recipes from back issues of a women's title has given Time Inc UK a hugely successful app. Nominated for App of the Year at the British Media Awards.
The Long + The Short A new themed season opens every couple of months. Fresh stories are posted frequently. Nominated for Launch of the Year at the Digital Magazine Awards.
Ready made continuous publishing apps Very low cost setup and work鍖ow Hits a common mobile use case on the head frequent, small updates Not just for magazines: membership organisations, company comms, PR, content marketing Introducing Channels
How Channels work
Channels jump straight into the content, rather than starting with a list of back issues Channels are frequently updated, so that they are worth checking every day
Channels are simple to navigate, with a 鍖uid reading experience Channel stories can be easily shared with other people
Channels can include stories reposted from elsewhere on the web Including video, audio, web previews and more
Card library Drop-in rich functionality without coding Cards are shareable and reusable VIDEOTWEET POST CHART MAPGALLERY HERO DATA CAPTURE
Low impact work鍖ow Repost straight from the web with our bookmark or smart paste Publish as frequently as you like 15minutes per day
Work on the go Our Contentment Mobile app lets you post updates right from your phone InDesign not needed
Find an interesting story on the web Choose Open in Contentment bookmark 1 2
Contentment app opens, importing card Add your own commentary and post to your Channel 3 4
Barksdale There are only two ways to make money in business. One is to bundle. The other is to unbundle.
Mobile is about unbundling
Find out more: hello@contentment.io @getcontentment

More Related Content

The Unbundled App

  • 2. Space is big. Really big. You just wont believe how vastly, hugely, mind-bogglingly big it is. I mean, you may think its a long way down the road to the chemist, but thats just peanuts to space. Douglas Adams
  • 4. 90% of mobile time spent in apps 50% of world population owns a mobile 38% of all web tra鍖c, and rising More mobiles than people on the planet People look at their phones 150x a day
  • 5. Source: Ofcom, Aug 2014 Viewing media is what people do all day
  • 6. Always on you. Always on. More media being viewed more often than ever before. And rising.
  • 7. Mobile is not digital.
  • 8. Mobile is yet another revolution for publishing.
  • 9. Replica editions really suck on mobile But: mobile is not just about making your design responsive
  • 10. How often do you look at your phone 100x, 200x a day?
  • 11. How often do you update your digital edition 1x a week? A month?
  • 12. For mobile, need to think about product design not page design
  • 13. Designing for mobile is like designing for anything else Its about putting the user at the heart of your design
  • 15. What mobile users want Find out what's going on Find my way around Learn something Kill a few minutes Share with others
  • 16. Why people like apps Simple user 鍖ow: one thing at a time Highly focused, even single purpose A mobile is not even a computer. It's more like an appliance You push a button to do something
  • 17. Unbundling magazines for mobile users Break out speci鍖c use cases and value propositions Build highly focused apps that connect with the way people use their mobiles. What are the buttons people could push?
  • 18. Q: What publisher has the time or resources?
  • 19. A. Mobile means unbundling your work鍖ow too.
  • 21. 5:2 Diet Planner Repackaging recipes from back issues of a women's title has given Time Inc UK a hugely successful app. Nominated for App of the Year at the British Media Awards.
  • 22. The Long + The Short A new themed season opens every couple of months. Fresh stories are posted frequently. Nominated for Launch of the Year at the Digital Magazine Awards.
  • 23. Ready made continuous publishing apps Very low cost setup and work鍖ow Hits a common mobile use case on the head frequent, small updates Not just for magazines: membership organisations, company comms, PR, content marketing Introducing Channels
  • 25. Channels jump straight into the content, rather than starting with a list of back issues Channels are frequently updated, so that they are worth checking every day
  • 26. Channels are simple to navigate, with a 鍖uid reading experience Channel stories can be easily shared with other people
  • 27. Channels can include stories reposted from elsewhere on the web Including video, audio, web previews and more
  • 28. Card library Drop-in rich functionality without coding Cards are shareable and reusable VIDEOTWEET POST CHART MAPGALLERY HERO DATA CAPTURE
  • 29. Low impact work鍖ow Repost straight from the web with our bookmark or smart paste Publish as frequently as you like 15minutes per day
  • 30. Work on the go Our Contentment Mobile app lets you post updates right from your phone InDesign not needed
  • 31. Find an interesting story on the web Choose Open in Contentment bookmark 1 2
  • 32. Contentment app opens, importing card Add your own commentary and post to your Channel 3 4
  • 33. Barksdale There are only two ways to make money in business. One is to bundle. The other is to unbundle.
  • 34. Mobile is about unbundling