Swanify appointed to develop mobile app framework for IPC Media titles


By The Drum | Editorial

July 5, 2012 | 2 min read

Swanify mobile app agency has confirmed its appointment as IPC’s preferred mobile app agency following the recent launch of IPC’s MarieClaire.co.uk app.

IPC’s Golf Monthly app sponsored by Cleveland Golf/Srixon was also developed by Swanify with other titles apps to launch shortly. Swanify’s companion app framework for IPC aims to drive traffic to digital content including videos, galleries and articles, in delivering web content straight to mobiles readers can still access breaking news and features while offline.

Paul Cheal, IPC digital publishing director, said: “Mobile is a key part of IPC’s digital plans.

“These apps developed by Swanify mean consumers can access our content across iPhone, Android and Blackberry, throughout the day and wherever they are.”

Distribution of mobile apps is an increasing issue for businesses today, Cheal added that specialised apps give “increased inventory for commercial partners, in a made-for-mobile environment”.

By specialising in cross platform development using HTML5 technology to build a core framework and re-configuring it for each platform (e.g. Android, IOS, etc.) Swanify create a direct link between the printed magazine and digital content. The framework then means Swanify does not need to re-develop the app for each platform creating huge savings.

Matt Lanham, Swanify’s CEO, commented: “Being appointed as IPC’s preferred app agency is fantastic. By developing a framework we can rapidly roll out apps for multiple IPC brands on every platform, accelerating their digital strategy.

“There are huge opportunities for IPC to be really creative about the way they engage with their readers and we are delighted to be working with them.”

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