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Goal

Metrics

Audience Growth

Forecasted Audience Size (e.g., expected downloads or monthly visits)
Engagement Indicators (i.e., expected avg. sessions per month, avg. time spent per session, etc.)
Reach to New / Under-Served Audiences (i.e., what % of the audience do you expect to be new or under-served?)

Revenue Generation

Expected Net Revenues
(please deduct fees and commissions to the platform owner, e.g., Apple, or to sponsorship sales before calculating net revenues)

Innovation

This is a qualitative metric. Innovation can be technological or originality of content/feature set, but it must be innovative in the context of all things mobile, not just public media. The bar for meeting this goal is high.

Serving member stations  

Concept

 

 

  • What are the key features and functionality?
  • How does it serve audience needs?

Developing concepts

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PBS has developed some recommendations to help you as you develop your concept:

  • Create concepts that offer more than just entertainment.  The goal of the app concept and marketing message should be enrichment in addition to entertainment. 
  • Keep it locally relevant.  Strive to find a local or geo-targeted angle to the extent feasible or relevant to the content.
  • Create an interactive experience.  Seek opportunities to allow users to collaborate, compete, share or have some form of social interaction around your content or even contributing to it. Mobile is a great opportunity to let the "public" shine through in public media!
  • Make your app stand out from the rest.  Develop a unique angle.  Look for features and functionalities that are natural offshoots of the content and what your audience wants to do with that content.
  • Maintain high quality.  Your audience expects the same high editorial standards you have on-air and online so be sure those standards carry over to your app.

Planning

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Some elements that need to be considered in the planning phase include:

  • intended platform type
  • native app or mobile web app/site
  • app updates
  • functionality changes
  • content refresh

When considering platforms, please think about whether a native app is necessary or if your audience could be better served with a Mobile Web application or site.  Below is a table outlinining the specifics of each option. 

(warning)  Keep in mind that third parties have total control over native applications – it is their sandbox – whereas PBS offers much greater control and flexibility with your Mobile Web site on pbs.org.

 

Native Apps

Mobile Web

Development Skills

Specialized programming

Web design

Functional Capabilities

Tied to device

Tied to browser

Audience Strategy

Depth
(45M people – fragmented by OS)

Breadth
(250M people in USA alone)

Distribution Strategy

Push

Pull

Channel Control

Apple, Google, RIM, Wireless Carriers

PBS and stakeholders