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When it comes to launching tablet and mobile apps, “the experience is everything,” says Greg Taylor, UX Strategy Director for Tigerspike which developed The Telegraph in the UK’s successful mobile and tablet apps.

Taylor presented the app roadmap that the Telegraph took in developing and ultimately launching its tablet app.

That roadmap included the experience of developing the app over a number of years, launching and testing the app to gain valuable feedback to improve the product, and ultimately creating a coherent monetisation strategy.

“Getting your head around how your users will use the app and content is absolutely critical and I don’t think companies do enough of that,” he said.  “I am interested in how people feel after they put that device down. And please make everything you do on these devices as simple as possible.”

For more on this story, please see our Digital Media Europe blog.


Dean Roper


2012-04-19 10:33

Like many media companies, the Telegraph in the United Kingdom is developing its digital business in many directions – mobile, tablets, video, subscriptions, data -- all at the same time.

“Do yourself a favour, the first area you need to transform is the technology area,” says Allan Marshall, a consultant who is helping the Telegraph make the transformation.

Mr Marshall, Joint Principal of Australia-based iMedia Advisory, is a strong advocate of outsourcing technological needs. “If anyone says you have to have the technology development in-house, I’m sorry, but they’re taking you back to the past,” he says.

Outsourcing the technological solutions will reduce personnel, save money and allow you to do more at once, he says.

“The days of having technology in-house means you were restricted,” he says. “If the team was focused on a major project, all other projects were put aside.”

“You need to work with outside partners – it will save you money. You’ll get arguments from the IT department, but it doesn’t hold water.”

Mr Marshall’s wide-ranging presentation of The Telegraph’s current digital transformation illustrated just how quickly the news media world is changing.

“It’s all about information and data being at the heart of what we do,” said Mr Marshall. “You need to look at a clear strategy, focused at the customer. And if you don’t do that, you’re in trouble. You also have to look at your quality.  Focus on quality, and give the audience what they want.”


Larry Kilman


2012-04-13 09:26

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