Introductions

Internet Summit

November 8, 2012

Tom Rouillard

VP of Product StrategyStepLeader, Inc.

• 6 years: Mobile development & publishing• 8 years: Internet development & publishing• 8 years: Newspaper reporter & editor

@tomroutom@stepleaderdigital.com

StepLeader, Inc.

• 2006: Started as News Over Wireless• 2012: Spun out of Capitol Broadcasting Company• Work with 200+ media companies across the U.S.

• Carrier-based subscription apps & video• Mobile Web• iOS, Android, Kindle Apps• Yahoo! TV Widgets

Monetization

We deliver billions of ads for our partners

• Local Direct Sales• National Direct Sales• Backfill Partnerships

The Good, The Bad

If you build it, will they come?

Assuming that you have already:

• Built an app• Marketed your app• Developed an audience

What makes an app engaging?

• Quick Start: Easy to use, navigate• Content: Updated and engaging• Reminders: Alerts, upgrades, marketing• Fulfillment: Deliver on your promises

Why do people abandon apps?

• Quick Start: Confusing, requires account• Content: It’s never updated• Reminders: Forgot they

downloaded it• Fulfillment: Didn't do what it

promised

Case Study: Android Navigation

Hidden Navigation

• Users expected to tap the menu

• Analytics showed most users accessing content only on home screen

• Developers insisted this was the “Android Way”

Effect on Engagement

iOS55%

Android22%

Mobile Web22%

The Problem

• We knew Android was growing as a platform• Our usage was not growing with the audience• It was the same content as in the iPhone apps• Stats showed users were not leaving the home

screen

Exposed Navigation

• Added iOS-like tab bar to bottom of screen

• Users can slide the navbar to expose more menus

• Developers resisted this as an iPhone standard

Effect on Engagement

iOS51%

Android34%

Mobile Web15%

The Result

• Instantly doubled Android page views• More content categories were used• Android is our most engaged platform

Measuring Engagement

Monthly Pages Per User

PPU

Android iOS Mobile Web

Monthly Videos Per User

VPU

Android iOS Mobile Web

Monthly Sessions Per User

Sessions

Android iOS Mobile Web

stepleaderdigital.com

facebook.com/stepleaderdigital

@StepLeaderDigi

youtube.com/stepleaderdigital

Thank You!