Schibsted: Shaping the media of tomorrow today


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Schibsted: Shaping the media of tomorrow today

  1. 1. ”Something old, something new” Innovation at Schibsted Sverre Munck, EVP Schibsted Media Group
  2. 2. Agenda Brief history Schibsted Media Group 2 examples of historic innovation Todays innovation challenge: the mobile Reflections on innovation
  3. 3. Revenue and EBITDA split FY 2011Revenues EBITDANOK and percent NOK and percent Online Online share 35 share 55 Media percent Media percent* Houses Houses online Online online 10 % classifieds 11% 24% NOK Media Houses NOK Media 14,378 offline advertising Online 2,185 Media Houses Houses 26 % classifieds other million 45 % million offline 45 % 9% Media Media Houses Houses single copy subscription 18% 12% *) Share of EBITDA excluding HQ 6
  4. 4. Traditional history– successful transition to online
  5. 5. Two strategic pillars – one more “in themaking”? MEDIA HOUSES  Leading positions in print and online editorial media in Norway, Sweden and international (Spain, France, Baltics) ONLINE CLASSIFIEDS  Global leader in fast growing online classifieds ONLINE GROWTH VENTURES*  New growth initiatives in Digital Media *Not formally introduced
  6. 6. Agenda Brief history Schibsted Media Group 2 examples of historic innovation Todays innovation challenge: the mobile Reflections on innovation
  7. 7. Innovating newspapers 10
  8. 8. Anatomy of a classic newspaperPaid distribution Breaking news Classified ads
  9. 9. Breaking up the classic newspaper model along 3 dimensionsBreaking news Classified ads Paid/Free distribution 12
  10. 10. Learnings: New technologies make possible – thereby inevitable – the ”debundling” of legacy integrated models (content, operations, business models) Traditional publishers have traditionally focused on circulation as proxy for readership and hence success and importance. This is the wrong measure Focus on your brand and total reach. Be totally agnostic wrt channel 13
  11. 11. Innovating digital traffic 14
  12. 12. Strategic development 15
  13. 13. Strategic objectives✓Use our national presence and traffic to secure future opportunities in the online space.✓Maximize the use of our network of sites to drive overall traffic and profit growth.✓Mature local concepts into international success stories 16
  14. 14. Every weekSource: Orvesto Internet, net reach Schibsted Sweden 2010Aftonbladet, Blocket,, Prisjakt, SvD,, Tasteline, E24, TV.NU 17
  15. 15. 18
  16. 16. Traffic vs ARPU 19
  17. 17. Creating new businesses 20
  18. 18. Agenda Brief history Schibsted Media Group 2 examples of historic innovation Todays innovation challenge: the mobile Reflections on innovation
  19. 19. “The rise of online advertising is as predictable as the decline of adrevenue in magazines and newspapers, which has been slipping since2007……Although delivering content via mobile devices will generate revenue forpublishers, it won’t be nearly enough to offset the slump in print ads. Spendingon internet ads will surpass that on periodicals in 2013.” The World in 2013 – Economist
  20. 20. Todays innovation challenge: themobile 23
  21. 21. Christmas eve single day year-on-year comparison – VG Mobile 2009 2010 2011 Rituals the same, and breaking news seldom distrupt these
  22. 22. Mobile devices seem to havecapped desktop traffic… Share of visits Share of visits 24th of December to front pages of VG, Desktop, Mobile and Tablet. Source: Xiti
  23. 23. Change in share by access devicehas so far been strictly linear… 26
  24. 24. …in a linear world, mobile willovertake desktop in w. 13 2014
  25. 25. So what? ARPU Challenge 20 Minutes France Readers / Revenues 2010 ARPU / year Innovating consumer month (MEUR) / reader and advertiser 5M 50 € 10 pa per relationships to 5M 5 €1 web secure and sustain 1M 0,5 € 0,5 mobi l e future growth
  26. 26. Worries about mobile ARPU canmove markets…….
  27. 27. Consumer-centricinnovation SINGLE SIGN-ON 1-CLICK PURCHASE 30
  28. 28. Advertising centric innovation: what’s in an app?Monday morning … … Tuesday morning Tirsdag morgen
  29. 29. Agenda Brief history Schibsted Media Group 2 examples of historic innovation Todays innovation challenge: the mobile Reflections on innovation
  31. 31. Why is innovation key for us?DINOSAUR – $ 1bn Value In our industry, dinosaurs are dead or dying Status quo is not an alternativeWINNER – $ 1bn Value Today, new winners come from product innovation Disrupt and conquer, Instagram sold to Facebook 550 days after inception 34
  32. 32. No fear of cannibalization 35
  33. 33. No fear of making mistakes "I have missed more than 9,000 shots in my career. I have lost almost 300 games. On 26 occasions I have been entrusted to take the game winning shot, and I missed. And I have failed over and over and over again in my life. And that is precisely why I succeed.” Michael Jordan 36
  34. 34. First steps to create group-wideinnovation methodology Doblin – ”ten types of innovation” Et praktisk verktøy for å utvide perspektivet i ideskapingsprosessen Finance Process. Offering Delivery Business Networking Enabling Core Product Product Service Channel Brand Customer model process process performance system experience  Doblin er et USA basert selskap i Monitor Gruppen som har jobbet med innovasjonsprosesser i ca 30 år  De har identifisert 10 innovasjonsområder som gir større effekt enn andre  Det er stor forskjell på hvor innovasjonsvolumet ligger – og hvor det største potensialet for profitt er  Viktigste utbytte av modellen:  Sikre utvidet perspektiv både når en henter inn innsikt og når en skal utvikle nye ideer 52 37
  35. 35. FINN examples of innovationculture 38
  36. 36. Elementary, my dear Watson……….. 39
  37. 37. As we speak……… 40
  38. 38. What’s wrong on this picture?
  39. 39. There is a lot of room between the legs of the elephants…
  40. 40. Lot’s of disruption coming for TV channels 44
  41. 41. Adapt or die– sounds easy, but lot’s of resistance ”It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” Charles Darwin 45