The Unbundled App

The Unbundled App

Michael Kowalski Contentment.io @micycle

“Space is big. Really big. You just won’t believe how vastly, hugely, mind-bogglingly big it is. I mean, you may think it’s a long way down the road to the chemist, but that’s 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 traffic, 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

• It’s 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 flow: 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 specific 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 workflow too.

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 workflow • 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 fluid 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 workflow • Repost straight from the web with

our bookmark or smart paste • Publish as frequently as you like

15 minutes 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: [email protected]

@getcontentment