INMA today released “The Smartphone Choices for Media Companies,” a strategic report that looks at developing products, audiences, and monetisation strategies for the fast-rising hand-held mobile device.

To access the INMA smartphone report:

• INMA members: The report is free to you if you are an INMA member on November 7, 2013, and may be accessed by clicking here (password required).  

• Non-members: Click here for information on the report and purchasing it online.     

Based on 18 case studies of media companies on six continents, the INMA report synthesizes best practices in smartphone development into a storyline of choices: 

• Are smartphone products designed to build new audiences or add value for existing audiences? 

• Is the smartphone a complement to other platforms or its own unique experience?

• Is the company objective to build audience volume or fill up a tightly defined audience niche? 

• Will the smartphone be used for the core news brand or the development of smaller passion niches?

Each media company’s choices drive the tactical realities of today: Mobile Web or app? Smartphone or tablet emphasis?

“The Smartphone Choices for Media Companies” by INMA looks at: 

• Market opportunities for publishers.

• Emerging strategies for publishers.

• A profile of the smartphone audience.

• Trends in smartphone product development.

• Monetisation, notably advertising.

• What publishers see next for the smartphone.

The 149-page INMA smartphone report is presented through two lenses:

• A narrative developed by INMA based on the case studies.

• The raw case studies themselves.

“This report breaks through 15 frustrating years of mobile product experimentation to answer the question: Where is the money with smartphones,” says Earl J. Wilkinson, executive director and CEO of INMA. “We answer that question – and then some – in this report.”

Click here for complete information on the report.

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