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Panpa Bulletin : February 2010
The PANPA Bulletin | MARCH, 2010 | 13 Currently, there are three options for publishers Secret apps business Amazon Kindle E-reader produced by Amazon. Black and white "electronic ink" display Long battery life Low price Amazon online store • • • • Blackberry Business orientated smart phone. Small colour display Blackberry app store High market penetration Video capable • • • • Nexus One Smart phone produced by Google, run- ning the Android OS. Small colour display Touch screen Google app store Video capable • • • • urth Estate ? 1. DEVELOPING THE APP IN HOUSE This takes more time, as devel- opers need to learn the systems and code involved, but it allows more creative and quality con- trol than the other options. It s probably cheaper than hiring a third party developer, and better-suited to larger pub- lishers. You also develop these skills and keep them in-house. If apps, or the next iterations, become a fundamental part of the business, then you will need those skills; and they ll need to be a fundamental part of your culture. Jonathon Moore, of The Guard- ian says . . ."We didn't have the skills internally to develop an app for the iPhone. That said, it was clear that we weren't going to outsource to project to third party. You understand your au- dience, you should understand your business objectives, and you should understand your brand" 2. HIRE A THIRD PARTY DEVELOPER This allows much quicker devel- opment than doing it in-house and you won t need a budget for full-time or contract employ- ees, and the overheads they bring. But you will have less creative control, and it may cost more if you set aside in-house establishment costs. Using a third party encourages greater customisation and creativity than a "pre-packaged" app, and it is better suited to larger publishers. Matthew Pinkney, of heraldsun. com.au , says ..."We needed to get to market reasonably quickly, so we felt a dedicated iPhone de- veloper would be the way to go, and we'd have a direct client rela- tionship with them that would al- low us to speed up the timetable if necessary" 3. CUSTOMISE A PRE DESIGNED APP A growing number of companies, such as WoodWing and Kanchoo, are specialising in pre-packaged apps for newspapers, which you can customise with your content. This is much cheaper than the first two options and suitable to smaller publishers without digital media depart- ments, but has much less crea- tive control. (PANPA has taken this option and will be reporting on our experience in the next is- sue of The Bulletin). Remco Koster, of software developer WoodWing, says . . ."The Malaysian Reserve is a small financial daily with a cir- culation of around 10,000 per day. They can offer this app as a service to advertisers, such as sponsorship opportunities or banner advertising" Page 23 > Prophets find profits