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

 Download
(PDF 77.2kb)
 

Or sign up for a free trial

Download Article:

Abstract:

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.

Document Type: Short Communication

DOI: http://dx.doi.org/10.1087/20120403

Publication date: October 1, 2012

More about this publication?
  • Interim Editor in Chief: Pippa Smart
    North American Editor: Judy Luther
    Reviews Editor: Pippa Smart

    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.

    Learned Publishing articles are available free online to members of ALPSP and SSP.
    ALPSP members: log in to www.alpsp.org. If you do not have a password contact info@alpsp.org
    SSP members: log in to the Member Center using your membership username and password. Further information info@sspnet.org

Related content

Tools

Favourites

Share Content

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more