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Mobility Webinar on Revolutionizing Print Media through new form factor mobile devices

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Roughly about +50 newspapers in USA want to embrace mobile in the next 3 months. This webinar held on February 2, 2011 by Endeavour - The Mobility Company, provides insights on Mobility's role in ...

Roughly about +50 newspapers in USA want to embrace mobile in the next 3 months. This webinar held on February 2, 2011 by Endeavour - The Mobility Company, provides insights on Mobility's role in Print Media.
For more details, visit techendeavour.com

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Mobility Webinar on Revolutionizing Print Media through new form factor mobile devices Presentation Transcript

  • 1. Revolutionizing Print & MediaThrough New Form FactorDevices – A Webinar Avinash Misra CEO – Endeavour Software Technologies avinash@techendeavour.com February 02, 2011
  • 2. Agenda1. Mobile app market & mobile devices trend2. First and second generation apps3. Value creation in digital advertisement4. New revenue generator for media and publication companiesTotal Duration : 1 HourPresentation : 45 minQ&A : 15 min
  • 3. Mobile Application Trends 4 Billion mobile phones are our target May 2008 – the global mobility flipping point – no other medium has this kind of reach Mobile Apps dictate the choice of mobile OS The app race has caused mobile OS to consider Apps as central to their existence According to Nielsen, 74 percent of iPhone and Android owners say they make use of apps According to Gartner – Tablets to redefine mobility yet again Most popular category is Books with over 56,000 active titles on iPhone Appstore Connected TV though nascent today but cannot be neglected Mobile OS No of Apps iPhone 367,000 Apple is planning a new category for magazines Android 110,000 Richard Branson launches iPad only magazine which is highly interactive – Nov 2010 New Corp launching iPad only newspaper today – Feb 02, 2011 with a budget of $30 Million
  • 4. Mobile Device Usage Pattern Mobile Device Usage Pattern 84% 90% 74% 69% 80% 64% 62% 70% 60% 47% 50% 40% 30% 20% 10% 0% % of UsersSource: compete.com (n=1260)
  • 5. Mobile devices overtaking PCs Shipments per Quarter 90 80 70 60 in million 50 40 30 20 10 0 Q1 2010 Q2 2010 Q3 2010 PC Smartphones Smartphones +iPad,iPods iPad, iPad Source: IDS Aug 2010  Smartphones growing at 63% this year  iPad Sales Rate Hits 4.5 Million per Quarter  Over 60 tablets to be launched in 2011Source: IDC Aug 2010
  • 6. 60+ upcoming tablets in 2011Manufacturer Model Manufacturer ModelAcer Iconia tab a500 Panasonic VieraTabletAOC Breeze Rullingnet VinciAluratek Cinepad Samsung Galaxy Tab WiFiArchos 101 toshiba Toshiba TabletAsus Eee Pad Slider Velocity Micro Cruz tabletAsus Eee Pad MeMo Velocity Micro Cruz tabletAsus Eee Pad Transformer Velocity Micro Cruz tabletAugen Doppio Viewsonic ViewPad 10sAugen Espresso Viliv X10Augen Latte Vilix X7Augen Latte Grand Vizio Vizio (Via) TabletAzpen tablet Samsung Galaxy Tab 4GDell Streak 10 Viewsonic ViewPad 10Dell Streak 7 Kno single screeneFun Nextbook Next4 Kno dual-screeneFun Nextbook Next6 BlackBerry PlayBookEnspert Identity Tab E201 Pandigital Multimedia NovelEnspert Identity Tab E301 Pandigital Multimedia NovelLenovo LePad PocketBook-USA, Inc. 902/903LG Optimus tablet PocketBook-USA, Inc. 602/603LG T-mobile G-Slate PocketBook-USA, Inc. 701 IQMotorola Xoom Freescale 24 different modelsEntourage Pocket eDGe Acer Iconia W7 tabletMSI WindPad 100A Asus Eee Slate EP121MSI Kid Pad Azpen tabletNEC Cloud Communicator LT-W Sharp Galapogas E-media TabletGajah International multiple e-Readers Sharp Galapogas E-media TabletHanvon WISEreader N500 Fujitsu unnamed Windows 7 tabletHanvon WISEreader N618 Fujitsu Lifebook T901Hanvon WISEreader N628 Lenovo Windows7 slateHanvon WISEreader N638 Motion Computing CL900Hanvon WISEreader N800 MSI WindPad 100WiRiver StoryHD Netbook Navigator Nav7Key Ingredient Demy OpenPeak OpenTablet 10notion ink adam tablet Panasonic VieraTablet
  • 7. The last impact on print and media – The Web• Media and Publication still adapting to the influence of the web• Wall street journal , The time of London , Sunday Times have installed Pay Walls• Pay walls caused 99% of the readership to disappear at the London times• Online advertizing revenues will eclipse news paper/magazine advertizing revenues for the first time in 2011Lessons• Forget about being a destination – be where people are.• ALL media is social – the value of the community is immense• Use all tools – even if you don’t own them. Daily deals on newsites from Groupon/Tippr is a great example.• Don’t pave cart paths – i.e. don’t dump existing content to devices, rather leverage the new channel for its new features• Be prepared to “burn the boats” – Christian Science Monitor and some others have completely shut down their print operations.
  • 8. Print media Subscriber Target Mobile Eyeballs = Unprecedented Revenue Potential Medium of Addressable Future Growth Explanation Content Market Size (M) Market Paper Based 100 Low Distribution Reach. City concentrated PC Based 1300 Medium Worldwide PC user. Mobile Based 5000 Exponential Worldwide Growth including tablets  Mobile based content is the way moving forward  Cost effective and highly scalableSource: Gartner 2009, Informa, Survey
  • 9. Two waves of mobilization in print media First Wave – Mobile devices / Smartphones – Utilitarian Second Wave – Mobile devices / Tablets – ImmersiveMedia and Publication companies cannot afford to ignore the new form factors to provide rich content , immersive experience
  • 10. Why Mobility for Print / MagazinesFor the Publishers• The audience is Mobile! " In a recent survey, 90% of digital magazine readers reported taking action• Tracking Mechanism to know what your readers liked with an advertised product or service, with• Social Integration the majority - 65% - visiting the• Link Readers directly to Advertisers advertisers web site instantly.“ - Gartner• Click Based Advertisement• Not a simple translation to Mobile• Need both creative and technical inputs
  • 11. iPad Digital Sales of MagazineiPad sales of Wired, GQ and Glamour are all flat for the last six monthsLesson : Simply replicating print editorial in digital formats will not sustain magazine publishing
  • 12. Tablet - The New Form Factor 250+ Magazine Related Apps Available on iTunes
  • 13. Digital Magazines need to get richer as the mobilize• Greater Engagement, Immersion• Reach a larger audience• Extended Advertising Opportunity• Engaging Ads with Videos• Know Your Readers Better• Clarity, Readability• Direct Access to Index/ Search / compelling human interactions• Interactive Social Community• Live Feeds• True to print sections• Finally, Audio-Video-Imagery-Text interplay – tell a more compelling storyThe Digital Future is Mobile!But only if Utilitarian and Immersive are both catered to.
  • 14. Magazine positioning Apps Marketing both editions when digital content is around 20% different Enhancing photography with videoFocused magazines arebringing in stickiness by linking tipsreader needs to content –Premier Guitar
  • 15. Magazines positioning AppsVogue magazine co-brandingwith style.com mobile mall C&D - Archived Info DC - premium content priced categorized individually
  • 16. Time Magazine • 1st generation App on all leading platforms • Local Library to read offline/archive content • Widget based - customize what the reader wants to see • Video content • Social Networking • Free app
  • 17. Wired Magazine • Emphasis on videos and exclusive video content • Exclusive interviews • à la carte purchase of content • Free app but paid content
  • 18. Wall Street Journal • Essential News and Information • Real-time Feed • Customized content • Save Articles locally • Banner Ads • Free app
  • 19. Motor Trend MagazineKey Features• Map integration• Buddy tracker – Trail Tracker• My trip summary• Additional first drives and road tests not available in the print edition• Live news feed from the global resources of MOTOR TREND
  • 20. Leanings from the current trend• Magazine Apps/ Mobile device editions are building much more interlinked – immersive content• Mobile App content can generate higher revenue through purchase of selective content• Disintermediation - Direct link between advertiser , content and reader• New Channel , New Competition, New Opportunity. Brands which have no prior print magazine experiences are now exploring iPad/Android device specific magazines. – Magazines are going global with apps - easy distribution – Archived contents are used effectively through apps
  • 21. Next Gen Advertisements- (AxA Ad) Interactive Advertisement with Audio and Video Location Based Advertising – Better understand of customers leads to effective campaign  Innovative ads which are bringing a blend of print and digital effectively Readership is moving online and to mobile and advertisers are not far behind.
  • 22. Catalog based AdvertisementLook no further to purchase / explore items which are displayed in various articles – simpler linking , greater immersionExample: Interior decors used in the articles are listed in a catalog for purchase through Mobile
  • 23. Super app Mobile Advertisement FunctionsA combination of following Device Camera and Location - Augmented Reality Interactive Videos Location Based, Hyper Local Advertising Idle Screen Advertisement Application  Digital Coupons  Virtual Loyalty Points  Special offers  Catalog  Store Locator  Stickiness around Brand eg. Games, Quiz
  • 24. Revenue streams for print media industry extending to mobile device?Activity DescriptionApp revenue Similar content can bring in revenues apart from print edition. However this is only possible for specialized content.Mobile Ads revenue – 3rd party Revenue generated from integrating 3rd party ad enginesMobile Ad revenues – linked to print editions Ads currently placed in magazines can be extended to mobile devicesmCommerce Selling products within the appContent Creative content for the new form factor Many reports suggest digital edition revenue are catching up print edition revenue in certain content areas
  • 25. Mobilizing print media - Channel / application options Features Generic Mobile Apps Customized Mobile Apps Digital Media Platform Ready to Deploy in few mobile OS Ready to Deploy on all major platforms – platforms but takes longer Flexibility Predefined Template Completely Customizable Video and Audio Yes, but not tweaked for Phone model Optimized videos for various models specificIntegrating Camera, LBS, compass, AR Not possible Much more richness possible Blogs, Photos Some Extend Highly Customized Catalog and Stores May not support Robust with CMS integration Services to Monitor UGC Available AvailableExtending the same platform for internal Not possible Can be customized based specific use needs
  • 26. What are the print media’s options towards mobilization?• Relevant touch based content• Interactive content• Revenue generations• Devices to target• Native device functions• And many more such decision points….. What is actually needed is an over all Mobile Strategy !
  • 27. Need for Mobility Strategy for Print and Media players• What should go-to-mobile strategy for short term, medium term and long term?• Multi mobile platform support and strategy?• Thin application vs. Thick client mobile application vs. content distribution framework?• Tablets, Smartphones, iPTv ….• Mobile Advertisements - provision adverts using mobile platform?• Options and selection of pricing models?• Competitor Study and Analysis? Models?• Mobile Infrastructure & technology requirements and support?• User Experience Design Guidelines?• Application possibilities quick wins / short term / medium term / long term platform?• Security considerations for the online content distribution?• Mobility strategy and roadmap
  • 28. Thank You+44 20 7193 0986 (UK)+1 214 306 6848 (US)info@techendeavour.comwww.techendeavour.com