Presentation given on the 31st March highlighting the potential for B2B marketeers to create compelling content for tablet devices.

1. Bright Blue
Day
Harnessing the
potential of iPad for
MAG+
Seminar content
business
DRAFT 1
A Brighter Thinking Seminar
31st May 2012
Bedford Square, London
31st May 2012

2. Introduction
Richard Calvert Jeremy Baldwin Richard West David Ford
Bright Blue Day Bright Blue Day Mag+ Bright Blue Day
The Tablet Imperative The Content App The Mag+ Experience Applying it to B2B

3. The Tablet Imperative
Richard Calvert
Bright Blue Day

4. Content marketing is marketers
becoming publishers; owning the
media instead of renting it.
Attracting and retaining customers
by creating/curating valuable,
compelling and relevant content to
maintain or change behaviour.
Joe Pulizzi, Founder of Junta42 and Content Marketing Institute quoted in B2B Content Marketing:
Formats, Distribution and Measurement. October 2011

5. Content is key in B2B
9 out of 10 B2B organisations market with content
51% of B2B marketers plan to increase their content
marketing budgets within the next year
On average marketers spend >25% of their budget on
content marketing
A key driver in the use of digital channels is the
accessibility of technology, making the production
and distribution of content cost-effective.
2012 SEO Benchmark Report, eConsultancy

6. Hype Cycle 2010
Garther.com
Gartner.com
3D Flat panel
TVs & Display
Wireless Power Cloud Computing
Augmented Reality
Gesture Recognition
Speech-to-Speech
Translation
3D Printing
Tablet PCs
Mobile Robots Micro Blogging
Location Aware
Video Search Speech recognition
Applications
E-bookreader Electronic Paper
Internet micropayment
Video tele-presence
Mobile application
Computer-brain stores
interface Public Virtual Worlds
Human
Augmentation
Technology Trigger Peak ofinflated
Pocket inflated Trough of disillusionment Slope of Plateau time
Plateau of
expectations
expectations enlightment of productivity
productivity
Years to mainstream adoption
< 2 years 2-5 years 5-10 years >10 years

7. Two years later we see mass adoption
Tablet shipment outpacing Growth rate of iPad owners
amongst mobile audience
notebooks by 10:1
Germany
+ 50%
132m Tablet sales up to Italy
132 million in 2013
+ 75%
UK
44% could not be Feb Jan
+ 115%
separated from tablet 2011 2012
France
15% of men would give up + 95%
car to keep tablet
Spain
+ 37%
25% of women would
give up sex
Yahoo 2012
Cisco IBSG Horizons Study

8. Impact on working life
Today’s B2B buyers are adopting...mobile platforms
to consume information and conduct purchase
research
90% of professional owners use 95% of organisations allow
it for work employee owned devices
60% use it primarily for work 76% said they were great for
business
90% of said tablet increased
productivity 24% of SMEs supply
employees with tablet
3.3 connected devices per
employee by 2014
Cisco IBSG Horizons Study

9. Practicality and convenience drive adoption

10. Usage throughout the day
During a Typical Day,
at What Times Do You Usually Use Your Device? Laptop/ Desktop Smartphone Tablet
70%
60%
50%
40%
30%
20%
10%
0%
6AM–8:59AM 9AM–11:59AM 12PM–2:59PM 3PM–5:59PM 6PM–8:59PM 9PM–11:59PM 12AM–2:59AM 3AM–5:59AM
42% of tablet users say tablets 72% of tablet users report Dual
‘allow me to explore new things’ Screen behaviour with TV
63% of tablet users in the UK 51% use a tablet to fill what
agreed that it is easier to would previously have been
access media content on a ‘dead time’
tablet than on a mobile or
laptop/desktop
IAB 2012

11. Tablets join worlds and shift paradigms
Geography
Fast Intimacy Slow
Curation

12. Tablets offer new opportunities to engage
with content in new ways
• Accessing content is no longer time constrained
• Content can be integrated into cross-channel, multi-screen
conversations
• Businesses are able to offer unique depth of engagement to
better engage senior stakeholders and decision makers
when and where it matters
• Ability to repurpose and reuse content across audiences and
locations
• Deliver value across protracted sales and re-purchase cycles

13. We have a clear opportunity to
leverage tablets to deliver compelling
and effective content and services to
customers, prospects and
employees across an engaging and
convenient digital platform.

14. What are the options?
Jeremy Baldwin
Bright Blue Day

15. The rise of the app economy?
The growth of smartphones and tablets fuelled a whole new economy
with shift from web to app platforms:
$38
billion
App market App economy 1 billion Android App
estimated to drives half a downloads in 2011
be $38 billion million jobs in US
by 2015
TechNet

16. The rise of the app economy?
But whilst consumer and social apps enjoy all the buzz there is massive
investment from B2B:
£590K
25%
43% 42%
43% of businesses 25% growth in Average investment
are currently creating Mobile Enterprise in mobile projects
apps for customers Applications will rise to £590K in
42% for employees next 18 months
IDC

17. 2 App ‘flavours’
Utility Apps Content Apps
Add value by helping Apps that add value by
people to do things more giving more convenient
efficiently, to be more and compelling access to
productive. content that drives
stakeholder engagement.

18. Rise of the content app
• Tablet is a natural device for ‘slow’ content like
books, articles, magazines and video.
• Offers convenient and enhanced experience
through interactivity, rich media and connectivity.
• Opportunity for B2B marketers is to create
experiences dedicated to the tablet that drive
deeper engagement with stakeholders.

19. Many are already taking it...

20. There is a clear need for a tablet
content strategy.
Not just as an adjunct to web, mobile
or offline plans, but as a channel in
its own right.

21. ...but not in isolation
Coherence Synchronisation Screen sharing
Device shifting Complementarity Simultaneity
Courtesy of Christophe Stoll

22. App options
Many ways to create the content experiences, and this complexity
makes it hard to know where to invest.
But there are some clues....
OPEN CLOSED
(browser/desktop) (app
store)
CONTENT
Adapted Published
Website App
hybrid
UTILITY
Web Native
App App

23. Choosing a platform for content apps
recency Italy
PUBLISHED
APP
replication
WEB
APP
UK
completeness
technical
France
Web content apps are about finding, Published content apps are designed for deeper, more
distributing, organising and sharing content. considered consumption. The enjoyment and value
The container is less important, the value is in comes from the complete pixel perfect experience.
the content itself.

24. It is all about the kind of
experience you want to create.
This comes from detailed
understanding of audience, their
expectations and needs.

25. We have a clear opportunity to
deliver compelling, rich,
interactive and connected
content experiences in an
efficient and measurable way
that leverages existing skills and
assets.

26. The Mag+ Experience
Richard West
Mag+

27. A huge varierity of apps
...
magplus.com

28. Credentials so far
Digital Magazine of the Year
Popular Science+ awarded by
MIN Online (U.S.)
Tablet App of the Year
Popular Science+ awarded by
MIN Online (U.S.)
Innovator of the Year award
Bonnier Corp (U.S.) awarded by the
Publishing Executive Magazine (U.S.)
magplus.com

29. Mag+ Philosophy
It’s about recreating the
1 experience: immersive,
intimate, easy.
Make content that feels
2 like it was made for this
device.
Create a simple and flexible
3 system that lets creators do
what they do best: designing
pages, telling stories,
connecting with readers.
magplus.com

30. Show me
magplus.com

31. Mag+ overview
Create Produce Publish AppStore Android market Enterprise
plug in produce publish
Review
magplus.com

32. Research Methods
magplus.com

33. Corporate customers
• Sandvik • Sybase
• Telenor • Ericsson
• SKF • Thule
• IC Company • Nato
• ABB • Volkswagen
• Ernst & Young • Toyota
• Unilever • Thule
• TetraPak
magplus.com

34. Why tablet publishing?
• New market opportunities
• Increased quality, package and design content
• Cost effective distribution
• Efficient communication (push/online/offline)
• Easy to get started (test and evaluate)
• Low entry of barrier (no initial cost)
• Accurate information available
• Engaging the customer/employee
magplus.com

35. Application in B2B marketing
David Ford
Bright Blue Day

36. The app becomes a new channel?
Approach can be applied to:
• Existing publications
• Existing communication assets
• Face to face presentations
• Company reports
• Internal communications
...or completely new content-led services

37. Direct connection to your audience
Customers and
prospects
Deeper engagement
building on-going
relationships and Employees
enhanced revenue aligned and productive
workforce
Investment
community
Accurate, up-to-date and
detailed picture of Management
corporate activity and Greater clarity and insight
performance from enhanced customer
and stakeholder interaction
and data

38. Bright Blue Day
Content Content
Planning Production
Content Experience Publish
strategy Design
Touchpoint Issue
Planning Production

39. Already out there

40. Let’s Play!