Browsing articles from "November, 2013"

Adobe DPS Summit Sydney

Nov 26, 2013
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Not only was it Halloween but time for scary statistics and lots of great take outs from Adobe’s line up of guest speakers at the Adobe Digital Publishing summit in Sydney on October 31st. This event was all about how leading corporates and publishers have successfully produced great apps using Adobe DPS, and their insights given through thought provoking presentations and discussion panels.

You can still download the DPS Summit App with access to the presentations.
Speakers included; Chris Skelton (Head of Digital Media Adobe), Nick Bogaty (Director Business Development & Marketing Adobe), Karla Courtney (Director of Digital Strategy Bauer Media Group), Steve Hallam (Deloitte Digital), Paul Zurlini (Director of Marketing Communications Stryker Orthopaedics), Emma Cornwell (NRMA) to name a few…

My top ten takeouts

 1. Scary stat #1: By 2014 it is estimated 54% of Australians will own a smart phone and 24% a tablet. Users already making 30% and 19% of their online purchases using this technology in 2013.

Source: Frost & Sullivan Australian and NZ online shopping market 2013

 2. Scary stat #2: % of time spent in media compared with the % of advertising spend: Print came in at 23% of the advertising spend, however only captured us for 6% of our time, compared with Mobile at 12% but lagging behind with only 3% of our advertising spend.

Reference: Mary Meeker & KPCB

 3. Scary stat #3: Did you know that 97% of all DPS downloads are on iOS devices (10% to iPhones) with 3% going to Android? We’re also seeing similar stats in the general app market. This does tell us something about the willingness of those with an iPad or iPhone to spend a few dollars (little more than a flat-white) on an app for their device. No doubt Apple will see some big spikes in app downloads over the days following Christmas.

4. Brands are the new content publishers, and with online purchase stats changing who can blame them. Check out some of our local retail content publishers – Wallace CottonColliers ANZ, or Oasis Magazine from Plumbing World. Wait till December to check out the new Stevens app.

5. Segmented push notifications are coming very soon to DPS! So now you have your app on your customers’ smartphone or tablet, why not keep them up to speed with what’s going on by sending in-app push notifications. If you knew the interests of your subscribers, you might push interest specific issues i.e if you were an auction house and you knew a subscriber was interested in modern art, you might ‘push’ the upcoming modern art auction catalogue out to those subscribers.

6. Stryker Orthopaedics use Adobe DPS to privately publish to their sales team, resulting in a 68% decrease in print costs – that’s not even including the costs for shipping, storage and destruction of out-of-date print material! Tablets are becoming table stakes for sales reps providing for more engaging presentations, product brochures and real-time data access leading to bigger pipe lines and higher closure rates. With the capability of in-app Custom Store Front, the technology lends itself to provide us with the secure communication portals we’ve been trying to build using the web.

7. Research what your audience use – The University of Queensland found 98% of their students own a tablet – hence the move to producing their campus news, study guides and campus information in an app. In a competitive overseas market place, engaging apps showcasing campus life and what’s on offer has also empowered potential students to make more informed decisions on their university of choice.

8. Reinforce the value of choosing content in digital format – promote iPad exclusive content, not just video but exclusive photos, stores, articles etc. Bauer Media Group promote exclusive iPad-only Weight Watchers recipes for example. For many global publishers this has enabled a print + digital subscription model.

9. Will our customers settle for a static PDF in the future? Not likely. TopGear sees engagement increase 300% – readers were re-reading (4 times as much!) and reading for longer (double the time!) once the TopGear magazine moved up a level to include video and other interactive content under the Adobe DPS app platform. Watch the Stig vs the iPad here.

10. So what are the expectations of our future generations. Check out this 1 year old’s expectations of a magazine in 2013.

So, all in all this summit really reinforced how digital publishing will give you a way to extend the influence of your brand, bring your comms to life and connect deeply and memorably with customers, whilst reducing cost and time to market. These kind of events provide an excellent way to pick other people’s brains in your industry, see how they’ve approached their apps – gather gems of info at these forums and if you want to make sure you’re at the 2014 Auckland summitregister your interest and we’ll keep you in the loop.

Want to talk more about Adobe Digital Publishing Suite? Give me a call on +64 9 477 0396.