EHow mobilizes content, extends brand with Android app

By Chris Harnick

January 7, 2010

Knowing how to reach consumers

EHow.com, a how-to Web site, has launched its first application for Google’s Android smartphones to help on-the-go consumers complete projects and share their experiences.

The application lets consumers search, retrieve and playback instruction videos and articles. EHow.com already has a WAP site at http://ehow.com

“It’s about extending eHow’s content and services beyond the wired desktop,” said Greg Boudewijn, general manager of eHow.com, Santa Monica, CA. “Completing a project is so fundamental to our everyday lives that we just simply aren’t always in front of a computer when we need to find an answer or a solution to a problem.

“The Android app makes eHow accessible from anywhere,” he said. “Of course, the Android platform also allows us to take advantage of features that wouldn’t be possible on the wired site.”

Mr. Boudewijn said eHow.com started with Android because of its rich features and ability to play and record video.

Mobile brand extension

EHow.com, a part of Demand Media, is an online community that provides consumers the ability to research, share and discuss solutions for life’s everyday projects.

Demand Media is a distributor of social media content and communities.

How-to reach consumers
The site is home to a library of more than 1 million articles and videos. It also features a community of consumers that share their experiences and advice.

Knowledge on the go

Within the application and the PC and mobile Web sites, consumers can watch videos and read articles such as “How to Get a Job in Internal Audit (Accounting) as a CIA” and “How to Get a Guy to Call You Back.”

According to the most recent comScore metrics, eHow.com is ranked the 20th most-trafficked Web site in the United States and it sees about 60 million unique visitors per month.

EHow.com’s WAP site offers a readership experience, whereas the application is an optimized experience that lets consumers read, watch and share information on the go.

Mobile know how
The application is being promoted on eHow.com and has been featured in television campaigns for Verizon Wireless and Best Buy.

The application integrates eHow.com’s I Did This feature that makes it possible for consumers to contribute personal experiences, photos and videos while connecting with the eHow.com community.

Currently the application is free and does not feature advertisements, but Mr. Boudewijn said ads will be integrated in the future.

EHow.com designed the application for the Android 2.0 operating system, but it is compatible with earlier versions.

“The eHow Android application lets us reach consumers beyond the wired site and puts over a million articles and videos in their hands wherever they are,” Mr. Boudewijn said. “It’s also a way for our members to share their experiences on the go.”