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FedEx delivers thought leadership for busy execs via mobile

In a reflection of how all types of content, including business articles, are increasingly consumed on a mobile device, FedEx Corp. is bringing its annual publication, Access, to mobile readers via a new application. 

The mobile edition offers interactive features designed specifically for tablets and Android smartphones, including videos and dynamic slideshows.

?Access is about innovation and keeping a pulse on global connectivity, so with that in mind, it seemed only natural to digitize the magazine and make it available for mobile devices,? Tracee Smith, communications advisor at FedEx Corp., Memphis, TN, and manager of the Access program. 

?Additionally, mobile devices enable us to bring a level of interactivity to the magazine that we can?t achieve in print,? she said. ?If you download the magazine onto your device, you?ll see that we have slide   shows and videos that help to bring Access stories to life.?

Mobile crossroads
Access is the thought leadership platform of FedEx that is intended to fuel conversations about trends impacting business. The Access app is a digital version of the print magazine and launches with the annual Access 25 list, which features 25 people, places and ideas defining global connectivity.

The Access publication features articles focused on the trends, people, places and policies defining global opportunity and connectivity in 2015. 

The theme of this year?s publication is The Crossroads to Everywhere. The related content examines the intersection between virtual and physical networks via three megatrends: supercharged innovation, explosive growth and competition as well as shifting economic power. 

Other topics covered in the publication include smart cities, unbanking, botsourcing, the circular economy and more.

In addition to the digital app and annual print magazine, Access also features monthly online articles. 

Mobile magazines
A growing number of marketers are bringing their print publications to mobile in a reflection of how consumers are increasingly consuming content on these devices. 

For example, in January American Airlines revamped the design of its in-flight magazine American Way and enabled fans to read exclusive content on their mobile devices via the first-ever mobile application for the publication (see story). 

This is just one of the ways that mobile is impacting how content is published and consumed. 

Traditional publishers, who were one of the first to embrace digital versions of their publications for mobile, are these days taking their mobile strategies to the next level. 

Recently, Hearst, CNN and ESPN partnered with mobile messaging application Snapchat to bring content to the platform?s new Discover offering. For example, ESPN is transmitting a daily edition of five to 10 exclusive articles that users can easily swipe through (see story). 

?Ultimately, our goal for Access is to show how a more connected world is a better world and to generate dialogue around that concept,? Ms. Smith said. ?By branching out into the mobile arena, we?re hoping to tap into an audience that helps further the discussion around global opportunity.?

Final Take
Chantal Tode is senior editor on Mobile Marketer, New York