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Getting mobile right: start with who and why, not what and how

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Mobile dominance is imminent. Getting mobile wrong means losing market share to disruptors; getting it right gives us an opportunity to rebuild relationships with our audience. It is the audience, therefore, that should direct mobile strategy. This means starting by researching the workflows and challenges of different segments, to understand how to add value (not just bells-and-whistles). We must prioritize mobile in our product development and innovation, freeing it from the 'print + online' paradigm so that it can fulfil different kinds of information needs and objectives. This article advocates a back-to-basics approach that puts audiences (not content, and not technology) at the centre of mobile strategy, and explores market segmentation and research, innovation, business models, development choices, and the wider organizational implications of getting mobile right.
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Document Type: Short Communication

Publication date: 2012-10-01

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  • Editor in Chief: Pippa Smart
    North American Editor: Judy Luther

    Learned Publishing is the journal of the Association of Learned and Professional Society Publishers, published in collaboration with the Society for Scholarly Publishing. The journal is published quarterly in January/April/July/October.

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    Learned Publishing will be moving to Wiley-Blackwell as of January 1, 2016. Please contact the publisher at for information on how to continue access to this title.
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