Intro: While Time Inc. and Hachette Filipacchi Media both have mobile Web sites and applications, executives from each company took different stances on the debate at Netbiscuits Partner Day 2010.
Points of View:
- “The mobile browser is the killer app—mobile Web sites will come up in search results, as opposed to downloadable apps, where discoverability is an issue,” said John Paris, director of mobile products at Time Inc., New York.
- Hachette Filipacchi Media’s focus has gradually shifted from the mobile Web to applications. In 2009, the publisher launched several mobile applications, including Car and Driver Buyers Guide, Woman’s Day Cooking Assistant, Elle Shopping Guide and Elle Astrology.
The iPad is a top priority for Hachette.
Conclusion: “You’re missing the boat if you don’t have both,” she said. “We have a mobile Web strategy and we have an app strategy, and they should work in concert with one another.”
My take: agrees… you just need to invest on all reasonable platforms now and test several monetization patterns in order to roll them out and harvest later. Be customer-centric, be where they are. And be smart and partner with people who are interested into what you do. You’ll learn big time, build strong and valuable partnerships and be there when audience and advertisers will need you!