July 29, 2013

CNN is enhancing the user experience of its iOS mobile application with new features similar to weather forecast, video sharing, added movies and easier browsing.

The cable network launched the unique Apple app about four years ago, however the company is continuously adding new features to further develop the product. The CNN iPhone app now lets users access additional features, reminiscent of viewing a long ten-day climate forecast and skimming through story pages by swiping to the left or right.

“We’re always attempting to update and evolve our products to ensure that consumers have become the perfect experience possible,” said Craig Kirkland, senior director of product strategy for CNN Digital, Atlanta, GA.

“Mobile is increasingly a key element of the style consumers engage with CNN every day, especially as an increasing number of consumers depend on their mobile devices to get news,” he said.

App amp-up
In addition to weather and skimming updates, the CNN app now allows users to share videos while they watch.

A new Shows section lets users watch movies from CNN shows which includes New Day, Piers Morgan Live and Anderson Cooper 360°.

Additionally, the CNN logo disappears as users scroll down a narrative page in order that it not covers headlines and photos. This actual update will greatly benefit users and lower reader frustration that accompanies content being blocked by a symbol.

Mobile news
CNN have been a pacesetter in mobile news, frequently rolling out new mobile initiatives.

For example, CNN partnered with Time Inc. to roll out a mobile app for the 2012 political conventions (see story). 

Additionally, the corporate launched a Kindle Fire app in September 2012 to ensure its content was available on as many platforms as possible (see story).

CNN also created an app specifically for the iPhone 5 to reinforce the mobile experience (see story).

“I believe the CNN app is one of the best mobile apps ever built,” said James Ramsey, CEO of FiddleFly, Columbia, MD. “With an app like CNN, you are making updates because users expect improvement and corporations that like to lead the mobile shift comprehend it.”

Mr. Ramsey seriously is not affiliated with CNN. He commented in accordance with his expertise at the subject.

“Mobile consumers devour content all day long,” he said. “They expect to have relevant and ever-improving experiences. So in the event that your company’s mobile strategy fails to incorporate a plan of continuous upgrades, you might have already lost.

“This app needs to be making CNN the leader in news. Here is essentially the most-used app on my phone. They’ve built a super content display system that introduces information in a method that feels natural and non-structured.”

Final Take
Rebecca Borison is editorial assistant on Mobile Marketer, New York