December 20, 2013

The Associated Press recently redesigned and streamlined its Android application, leveraging tile-based navigation to make it easier for users to personalize and access content.

The AP Mobile Android app update includes both cosmetic and functional revisions, inclusive of a brand new tile-based interface, faster performance and debunked bugs. The revamped Android app builds on an ongoing strategy that the AP is carving out in giving mobile users the very best experience.

“For AP making a successful mobile app is a mild balancing act between the user experience, adding value for our greater than 1,100 contributing members and making a viable business that could support growth ongoing,” said Michael Boord, global director of mobile products at AP, Long island. “The hot Android app takes some cues from our successful iOS version on this regard with a more flexible interface.

“The recent design allows us to expand the content offering with non-feed type content, similar to AP radio broadcasts or our popular AP Top 25 polls,” he said. “It also allows us to surface and have engaging member content, equivalent to a chain on sea change by The Seattle Times, while enabling more unique advertising and monetization opportunities.”

New, improving
The wire news agency released its updated AP Mobile iOS app last October. The Android and iOS apps can be found at no cost download on Google Play and the Apple App Store, respectively.

AP has experienced quick growth in mobile, predominately on iOS, in step with Mr. Boord.

Much of its growth on iOS might be attributed to ease of use and AP’s ability to surface new content and new advertising opportunities.

The Android app update reflects AP’s like to drive similar growth on Android with features and usefulness to be able to excite both users and marketers, in keeping with Mr. Boord.

The redesigned app has native Android features and tile-based navigation, which enables faster access of content.

Users can customize the tiles to expose only preferred features.

Streamlining, speeding up and simplifying consumers’ reading, listening and viewing experiences are vital to news media.

AP Mobile Android updated app

Dominating others 
AP’s new app is the most recent example of the way publishers are scrambling to maintain with consumers who are gobbling up content on multiple screens by developing their very own top-notch apps and sites.

“Consuming news on mobile is instantly becoming the dominant platform,” said Tony Vlismas, senior director of selling at Polar, Toronto. “It’s estimated that next year it’ll be greater than half [of all news consumption].

Mr. Vlismas isn’t affiliated with AP News. He commented in line with his expertise at the subject.

“Whereas we lived in an international where mobile was for snacking or curation, now individuals are using it as their primary source above desktop,” he said. “AP News, and other media companies are seeing the significance of providing a local experience on a reader’s phone.

AP isn’t the only news media it truly is updating existing or launching new apps.

CNBC recently overhauled its Android app to provide more real time data, news and analysis (see story):

Going forward
As print media increasingly moves toward mobile, news media outlets are expanding and improving their mobile offerings (see story).

AP is the world’s oldest and biggest news-gathering organization, it’s a non-profit cooperative, owned by its subscribers who contribute to and draw from its news materials.

Moving into 2014, AP will continue to innovate with exciting new features around customization, new tools to improve its story telling ability with more mobile-friendly content types and layouts and higher integration of advertising units, in keeping with AP’s Mr. Boord.

“We’re also putting more emphasis on video, better surfacing local member content and exploring how you can better leverage the ability of sharing and social media,” he said. “And we’re constantly seeking methods to keep growing our user base both domestically and internationally.”

Final Take
Kari Jensen is staff writer on Mobile Marketer, New York