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John Einar Sandvand

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Presentation at the INMA seminar in Copenhagen "Re-creating Value in An Age of Abundance".

Presentation at the INMA seminar in Copenhagen "Re-creating Value in An Age of Abundance".

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  • 1. Finding new digital revenue streams, but how? John Einar Sandvand jes@aftenposten.no Twitter: @johnei
  • 2. Aftenposten’s product portfolio in brief Morning edition Online and mobile •!Subscription paper (>90% newspaper subscription) •!No subscription •!Published Mon. – Sun. •!1,1 million unique users •!Ca. 240k circulation (2nd weekly largest in Norway) •!4th largest online •!Content newspaper in Norway •!National & int’l news •!45k weekly mobile users •!Arts & Leisure •!Newsletters •!Editorials and MOBILE •!Content from the morning commentaries edition + original content •!Business (e.g., oslopuls) Evening edition Supplementary •!Subscription paper publications, e.g., (bundled with Morning) •!‘A-magasinet’ included •!Published Tue.. – Thu. weekly w/ morning edition •!Ca. 110k circulation (3rd •!Various specials (e.g., largest in Norway) Executive Education) •!Content •!Niche websites (e.g., E24, •!News/feature/utility Norway’s largest business for readers living in site) Greater Oslo area •!Commercial inserts •!Eight super-local editions •!Magazines (e.g., Innsikt) (for neighborhoods within Oslo) distributed to all 3 households in Oslo weekly
  • 3. Norway: 7 national news sites * * * * * * * Weekly unique visitors – week 50, 2009
  • 4. Aftenposten.no •!User profile: Higher education, higher income •!Most of the content from newspaper + original content •!Separate sites for travel and Oslo guide
  • 5. What to do?
  • 6. 2008 Minus 3 million euros Revenues: About 9 million
  • 7. 2009 Minus 3 million euros
  • 8. Three step strategy for new revenue streams Classified User Display ads ads payment
  • 9. Developing more revenue streams Ad-revenue ap.no Mill. kroner
  • 10. 1. Making our ad products work better Classified User Display ads ads payment
  • 11. Developing premium ad formats
  • 12. Premium formats: The T ad
  • 13. Premium formats: Info sections
  • 14. Premium: Behavioral targeting
  • 15. 2. Classified ads as new revenue stream Classified User Display ads ads payment
  • 16. Finn.no: Online classified success
  • 17. There is an attractive No. 2 position Active job seekers Passive job seekers
  • 18. Using business news to attract passive job seekers Search in job listings Upselling good positions Special deals with recruitment companies
  • 19. Adding context with job section
  • 20. Same technique used with property
  • 21. Coming up: Cars and public announcements
  • 22. 3. Develop user-paid services Classified User Display ads ads payment
  • 23. But how to do it?
  • 24. Embarrasing discovery 1 We were very bad at selling our products online •!Near impossible to discover the products •!Cumbersome buying process •!Hard to find the products after you buy them •!No efficient and simple payment system •!Different login systems not coordinated •!Very hard to put new products up for sale •!Improvement projects not coordinated
  • 25. First step: Build a customer frontend New project: Online Sales and Service •!Involves editorial, ads, subscription, IT, business development •!Goal: Build a completely new frontend for all sales and customer relationships •!High emphasis on simple interaction and user friendliness •!Easy to add new products •!First version will be launched in May
  • 26. Users will only pay for Unique Value Creating Unique Value ? ? ? ? ?
  • 27. Unique Content •!Content you don’t think you can find anywhere else •!Local, niche, experts, etc
  • 28. Unique Convenience •!Access in specific situations or areas •!Extremely easy to use •!Flexibility
  • 29. Unique Usefullness •!Content and services you •!How to’s, guides, weight can use to reach personal club, apps, tools, tests of goals products, etc
  • 30. Unique Packaging •!Premium presentation and design •!Selection of content, for instance personalization or for niches
  • 31. Unique Experience •!Gives an emotional •!Brand value, community, attachment, entertainment, entertainment, unique user social connections, etc. experience …
  • 32. Creating Unique Value Unique Convenience Unique Content Unique Usefullness Unique Packaging Unique Experience
  • 33. Unique Value for main products Newspaper Unique Unique Unique Unique Unique content Convenience Usefullness Packaging Experience 1980s Strong Strong Strong Strong Strong Today Medium Strong Medium Medium Medium Web site Unique Unique Unique Unique Unique content Convenience Usefullness Packaging Experience Today Low Medium Medium/low Low Low
  • 34. Exploring three directions Repackage Special Mobile old and/or services services and make new and/or clubs apps core content
  • 35. Some premises in our work •!Must find products which serve the needs of our most loyal users •!General paywall for web site carries too big risks – at least for now •!Looking for products where some users pay for some content/services •!Digital products should build on and strengthen core values of the Aftenposten brand •!Only experiments will teach us what will work or not
  • 36. Repackage old or make new content Repackage Special Mobile old and/or services services and make new and/or clubs apps core content
  • 37. Projects for repackaging content •!Revitalizing the e-paper •!Digital archives •!New digital versions of Aftenposten •!Niche products
  • 38. Re-vitalizing the e-paper •!New and more user- fiendly solution •!Make it easier to buy •!Market campaigns
  • 39. Digital archives as paid service •!150 years of history – and a unique position as Norway’s newspaper of record •!1,7 million newspaper pages
  • 40. User-friendly solution
  • 41. Business model •!Single day access or subscription •!Special campaigns for newspaper subscribers •!Considering bundling with e- paper •!Launch in connection with 150 year anniversary in May
  • 42. New digital versions of Aftenposten E- Tablets? Adobe Pay level readers? Air? on site? Our goal is to make paid digital versions of Aftenposten offering premium quality and reader experience
  • 43. Two very different e-reader roads Based on e-ink Tablets •!Kindle, Sony •!iPad •!Primarily book reading •!Primarily multimedia tool. Excellent for text tool. Excellent for web and battery life browsing, video, apps, •!No color/interactivity yet gaming, tools. •!Limited web browsing •!Full web access •!Cheap devices •!Higher prices •!Most content paid •!Lots of free content
  • 44. Strong growth estimated
  • 45. Content will be consumed on many platforms … and users will expect seamless transfer
  • 46. Analyzing user situations How do we serve users’ needs in specific situations during the day?
  • 47. How to produce? Copiers Social media iPad Net TV Tablets Unknown Print and web digital channels Unknown print channels Net books API/Widgets Mobile E-readers
  • 48. Embarrasing discovery 2 We had very little control of our information structure •!Not able to get a good XML-feed out of our CMS •!Editorial staff cheated on meta data to achieve design goals •!Information structure mainly defined for print •!Big trouble in delivering XML-feed consistently
  • 49. A cultural challenge How to become a multi-product company? •!A big mental shift in the organization •!Putting the content, not one end-product, in the center •!Content without metadata has no value •!Challenges of organizing the work flow •!Creating a culture of experiments
  • 50. Special services and/or clubs Repackage Special Mobile old and/or services services and make new and/or clubs apps core content
  • 51. Ordspill.no – online scrabble game •!Free service today •!Extremely loyal users •!Very long user sessions •!72 % of users under 40 years
  • 52. Finding the good ideas
  • 53. Mobile services and apps Repackage Special Mobile old and/or services services and make new and/or clubs apps core content
  • 54. Apps Hva skjer? I nærheten Inspirasjon Søk
  • 55. Appendix: An extra story of reusing content
  • 56. Summing up 1 Classified User Display ads ads payment
  • 57. Summing up 2 Creating Unique Value Unique Convenience Unique Content Unique Usefullness Unique Packaging Unique Experience
  • 58. Summing up 3 Repackage Special Mobile old and/or services services and make new and/or clubs apps core content
  • 59. Thank you! John Einar Sandvand Mail: jes@aftenposten Twitter: @johnei Blog: BetaTales.com