Mobile Convention Amsterdam - Sanoma Media - Herman Kienhuis

Planet of the Apps Part II - Android strikes back Mobile Convention, April 19, 2011Herman Kienhuis (@kienhuis), BusDev Sanoma Media

market developments;mobile internet & tabletssanoma app development program;results, plans & learnings

Mobile: Always On

1 in 3 people now have a smartphone; in 2012: 1 in 2 % Smartphone adoption by market NL NL data: telecompaper

Mobile internet usage booming, driven by proliferation of apps NU.nl mobile pageviews200,000,000 Android150,000,000100,000,000 iPhone 50,000,000 m.nu.nl 0 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Source: Sanoma Media

Why Apps?•Developers community: 350.000 apps•Easy discovery and installation: App Store•One click payment: iTunes•Customizable: Personal, Social•Esthetic Experience: Apple UI•Speed and accessibility•Native use of device capabilities: GPS, compass, accelerometer, tilt-sensor, microphone, camera

Mobile advertising growing up US mobile advertising spend (USD mln)300020001000 0 2009 2010 2011 2012 2013 2014 Source: eMarketer, Sep 2010

Mobile advertising growing up ! &Mobile messaging Mobile search Mobile display ads Mobile videoTime targeting Device targeting Content targeting Location targetingClick to call Click to App Store Request form Coupon Click to buy

http://www.flickr.com/photos/schnaars/4544419991/Tablets: Touching

A new category of comfortable computing devicesEntertainment/ Information/ Entertainment/ Communication/Inspiration Productivity Creation MonitoringXL form Short form Medium form XS formPush Pull Pull PushTV/DVD Software/ Websites Apps/Websites Apps/WidgetsMovies/ Search/Social/ Ebooks/Photos/ Music/VideoGames Video Video CasualGamesHours Hours Quarters Minutes

iPad selling faster than iPhone 15 mln iPads sold in 3 quarters*40,000,00030,000,00020,000,00010,000,000 Actual sales Analyst projections 0 Apr-10 Jul-10 Oct-10 Dec-10 Apr-11 Jul-11 Sep-11 Dec-11 * vs. 4 mln iPhones in ﬁrst 3 quarters

Strong uptake of iPad sales (>300.000) and usage in NL NU.nl iPad app downloads & pageviews300,000 15,000,000200,000 10,000,000100,000 5,000,000 0 0 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Downloads Pageviews Source: Sanoma Media

the Dutch iPad user*•Majority of users is male, 25-44, well educated•94% uses the iPad multiple times per day•84% uses the iPad more than 30 minutes per day, 54% uses it more than an hour per day!•3/4 uses it in the evening on the couch, 2/3 at breakfast, 1/2 in bed, 1/4 on the toilet * based on NU iPad App users survey (Q3 2010, n=5000) Source: Sanoma Media

the Dutch iPad user:uses it for rich media consumption News Browse web Search Email Games TV/video PhotosSocial networking/blogging Reading magazines Reading books Notes / word processing Music Shopping Business presentations Chat / messengingDrawing / image processing 0 25 50 75 100 Often Sometimes Source: Sanoma Media

Tablets changing reading habits? phone computer tablet 31% 62% 6% overall overall overall views views views In the morning, relative People reading on computers iPad readers read more news readership across all three consumer their greatest share of on the device at night than platforms ramps up quickly online news that way during the day during other times of day10%8% Computer7%5% Smartphone3% iPad2%0% 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Source: NU.nl (based on sample data)

Future of Digital Magazines?

Future of Digital Magazines! Autoweek in-app edition sales Chart N/A• Tablet adoption growth: +300% sales expected in 2011• Other formats: ST: more simple; LT: more dynamic: personalized, real-time, video• Subscriptions: PopularScience sold 10,000 iPad subs in 5 wks• Better in-app & subs marketing: we’re on learning curve Source: Sanoma Media

market developments;mobile internet & tabletssanoma app development program;results, plans & learnings

Part I: A New Hope Speed up Createinvestment scale Build-up of Learning internal by doing expertise

Speed up Fund &investment guide Part I: A New DDope Create Share concepts scale & code 2010: >40 apps Measure & Learn Develop Learning & market Build-up of by doing internal expertise

Apps (NL) Q2 2010 Q3 2010 Q4 2010 Grazia Autoweek iPad (2.39) EHBO kids (2.39) Hier.nl Kieskeurig Playboy Android NUsport Zwanger (1.59) Viva iPad (2.39)WK voetbal (1.59) Gamer Lekker 2011 (4.99) NU24 Gamer iPad Weekmenu NU iPad GameRelease Kwaak Wekker Dnews iPad

Growing app downloads; revenues getting serious 250,000 Downloads (mobile & 200,000tablet apps) 150,000 Sep. 2010: >1 mln downloads 100,000 March 2011: >2 mln downloads! 50,000 0 €250,000 Revenues (mobile & €200,000 tablet) €150,000 €100,000 €50,000 €0 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Source: Sanoma Media

2011: Part II: Android Strikes Back >80 Apps (int.) Android apps Kids apps App directories Shopping apps Magazine apps Location based Interactive ads Custom apps

Apps (NL) Q1 2011 Q2 2011 Q3/Q4 2011Jaar in beeld iPad (1.59) Autoweek Android Kieskeurig Gamer Android Autotrader Android GoeieVraag Android NUsport Autotrader Android GameTron iPad NUsport iPad Horoscoop iPad (0.79) VTwonen iPad GameTron iPad QRscanner.nl Linda iPad Viva Forum Memory+ (2.39) Playmate clock Styletoday Woordjes+ (1.59) Margriet iPad actief Lekker 2012 StartApp+ Delicious iPad Tellen+ Shopping Puzzelen+ guides Keet iPad Shopping Mahjong iPad catalogues+ VTwonen Styling shopgids Gardening NUtvgids iPad Coloring Belegger Dieting Ooggetuige+ DIY Styletoday Quiz Tijdschrift.nl Planner iPad Walking

Previews !

Some learnings

Learning by doing

Own property rights

Don’t repackthe old medium

Compared to a touch,clicking is boring

Design for ﬁngers,not for eyes only

Provide multipleentry and exit points

It’s about the App Store

Get feedback

Thank youApplause @kienhuis

Mobile Convention Amsterdam - Sanoma Media - Herman Kienhuis

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Mobile Convention Amsterdam - Sanoma Media - Herman Kienhuis — Presentation Transcript