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Panpa Bulletin : February 2010
12 | The PANPA Bulletin | MARCH, 2010 Alex Burke, managing director of TigerSpike, has developed apps and mobile websites for clients including Fairfax Media, News Ltd, Time Out, the Daily Telegraph of London, Daily Mail Group, the BBC, and America s NBC. Here s his advice to publishers: Apps provide ten times more user engagement than mobile websites A successful app doesn t mean you need to stuff it full of features A good launch and marketing strategy is critical, pro- mote the app across traditional and online media Create a pre-launch site where people can sign up be- fore the app launch and be notified once it s available. This will give you more downloads in the first few days, making your app more visible in the iTunes store. The app rating system is user-based. Eighty percent of feedback is useful to providing a roadmap for further development Consider launching your app as a "Version 1", or proof of concept; and then refine it based on user feedback • • • • • • Tips for Publishers iPhone Entertainment orientated smart phone. Small colour display Touch screen Video capable Apple app store High market penetration • • • • • THE determined fight to grow print cir- culations and advertising revenues is now being joined on an equal footing by digital strategies that will influence the shape and culture of publishers for the next decade and beyond. While the big players are leading the way, smaller newspapers and publish- ing companies cannot afford to ignore these new innovations. Consumer technologies, such as the iPhone, are now beginning to secure significant and meaningful market pen- etration. If mobile phones revolutionised our connected state and the way we com- municate, then so-called smartphones and e-readers like Amazon s Kindle are transforming the way society gathers and distributes information, including our journalism. Today, our industry is awash with an- nouncements of new e-readers, news- paper applications on sale at Apple s online store and almost endless specu- lation about whether this new spirit of technology-based endeavour signals a new chapter for our businesses. Few people who are paid to know would dispute the technology roll-out we are witnessing is significant for our societies and, more specifically, the fate of the Fourth Estate. The 2010 Consumer Electronics Show in Los Angeles began the tsunami of e-reader and tablet announcements, some of which were specifically aimed at newspapers. Many newspaper publishers, includ- ing Rupert Murdoch and colleagues from Australia, attended the show and reportedly held talks with companies such as LG and Apple. Apple s iPad has more than captured the imagination of pundits who like to speculate whether this technology will emerge as a publishing format for main- stream journalism, and what that might mean on an industry scale. The device currently leading the pack is Apple s iPhone, which has attracted more publishers than other devices due to the growth of its "app store", a mar- ketplace for iPhone applications. Google s smartphone operating sys- tem, Android, is also being used as the basis for applications, and a correspond- ing app store on a number of handsets, including Google s own Nexus One. The Bulletin has collected the major handsets to summarise the pros and cons of each. Nick Evershed NPA Fate of the Fo iPad Apple s latest, yet to be released tablet computer. Large colour display Apple app store Video capable Touch screen • • • • Skiff e-Reader Yet to be released E-reader produced by Skiff, owned by Hearst Corporation, a publishing company. Black and white "electronic ink" display Long battery life Touch screen Plans for Skiff store • • • •