10 – 12 October 2011, Vienna, Reed Messe WienMedia PortSession: Mobile Publishing BusinessTitle: Mobile appsSpeaker: Ronal...
Mobile apps – opportunity for printpublishers in a digital media world                              Ronald Schwärzler     ...
Future of newspapers and the InternetSkandinavischer Markt: Zeitungsleser                                               - ...
OECD report: Estimated newspaper publishingmarket decline     Austria          2%   Australia            3%     France    ...
Example: Scandinavia                           Daily readers                         incl. free newspapers                ...
Example: Austria   100 %    95 %    90 %    85 %    80 %    75 %    70 %    65 %    60 %    55 %    50 %           MA MA M...
Projection 2015:More mobile-Users than Desktop-UsersSource: Morgan Stanley Research
Mobile market – a must-have (not only) for print               - 5 billion mobile phones (worldwide)               - most ...
Smartphone statistics and market outlook                       - the worldwide mobile phone market                        ...
Showcase: Aftonbladet                    − Aftonbladet is Scandinavia’s biggest                      newspaper in various ...
Key Learnings- there is no „killer application“ – focus on your „killer business ideas“- make it reachable from all channe...
Showcase: KURIER Newspaper App                     Key learnings:                      offer various content applications...
Showcase: KURIER Newspaper App                  KURIER Bookshelf:                   local editions of the newspaper      ...
Showcase: KURIER Newspaper App                   optimized version of article for                   mobile device        ...
Showcase: KURIER newspaper App                    one picture in the newspaper                    multiple pictures in a...
Showcase: KURIER Newspaper App                   video embedded into the article
Showcase: KURIER Newspaper App                             additional digital                              tablet ads
APA White-Label-App V3.0 for Tablet-PC                          Enhanced features:                           editors choi...
iPad Apps Top-Charts: Downloads                      KURIER-App – download for free                      Category News  ...
iPad Apps Top-Charts: Highest (inApp-)Selling                       KURIER-App – download for free                      ...
iPhone Apps Top-Charts: Paid                      KURIER.at App costs EUR 1,59.-                      Top-Position for w...
iPhone Apps Top-Charts: Highest Turnover                      Top-Position for weeks in the iTunes                      S...
Thank you!           Ronald Schwärzlerronald.schwaerzler@KURIER.at         Consultant NewMedia      ronald@schwaerzler.com
Mobile Apps
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Mobile Apps

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Mobile Apps

  1. 1. 10 – 12 October 2011, Vienna, Reed Messe WienMedia PortSession: Mobile Publishing BusinessTitle: Mobile appsSpeaker: Ronald Schwärzler, Member of the Board and Senior Executive,Kurier, Austria
  2. 2. Mobile apps – opportunity for printpublishers in a digital media world Ronald Schwärzler 10th October 2011
  3. 3. Future of newspapers and the InternetSkandinavischer Markt: Zeitungsleser - declining newspaper readership, with significant decreases in some OECD countries. - newspaper readership is usually lower among younger people who tend to attribute less importance to print media.Source: OECD Studie 2007 – 2009, http://www.oecd.org/document/48/0,3343,en_2649_33703_45449136_1_1_1_1,00.html
  4. 4. OECD report: Estimated newspaper publishingmarket decline Austria 2% Australia 3% France 4% Mexico 5% Denmark 6%Netherlands 6% Czech Rep. 6% Korea 6% Portugal 7% Sweden 7% Finland 7% Belgium 8% Switzerland 8% Norway 8% Hungary 9% Germany 10 % Ireland 10 % Poland 11 %New Zealand 13 % Japan 15 % Turkey 16 % Spain 16 % Canada 17 % Italy 18 % Greece 20 % UK 21 % USA 30 % 0% 5% 10 % 15 % 20 % 25 % 30 % 35 % Source: OECD Studie 2007 – 2009, http://www.oecd.org/document/48/0,3343,en_2649_33703_45449136_1_1_1_1,00.html
  5. 5. Example: Scandinavia Daily readers incl. free newspapers - Daily readers excl. free newspapers Difference
  6. 6. Example: Austria 100 % 95 % 90 % 85 % 80 % 75 % 70 % 65 % 60 % 55 % 50 % MA MA MA MA MA MA MA MA MA MA MA MA MA MA MA MA MA MA MA 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11Source: Media Analyse 10/11
  7. 7. Projection 2015:More mobile-Users than Desktop-UsersSource: Morgan Stanley Research
  8. 8. Mobile market – a must-have (not only) for print - 5 billion mobile phones (worldwide) - most pesonal media - availability: in every trouser pocket and handbag - fastest way to communicate bidirectionally - payment-option and the willingness of users to pay via mobile phone
  9. 9. Smartphone statistics and market outlook - the worldwide mobile phone market has already been established - The smartphone market is growing - Publisher have still the chance to assure their position in this fast growing sector - and monetize their mobile sites or apps
  10. 10. Showcase: Aftonbladet − Aftonbladet is Scandinavia’s biggest newspaper in various channels: print, online und mobile − At the beginning of 2010 the online newspaper reached a milestone five million unique users every week. − 300% increase of mobile reach - 600.000 unique users every week during last year
  11. 11. Key Learnings- there is no „killer application“ – focus on your „killer business ideas“- make it reachable from all channels- do a small amount of functionality – do it well- to control the revenues we have to take control over our parts of the eco-system: publishing distribution direct relationship to customer
  12. 12. Showcase: KURIER Newspaper App Key learnings:  offer various content applications  rich embedded multimedia and  updating with breaking news  for all available devices (iPhone, iPad, Android, …)  paid content strategy  relationship to the customer/ user
  13. 13. Showcase: KURIER Newspaper App KURIER Bookshelf:  local editions of the newspaper  new digital ad for self promotion or breaking news
  14. 14. Showcase: KURIER Newspaper App  optimized version of article for mobile device  enriched with multimedia links  e-mail option
  15. 15. Showcase: KURIER newspaper App  one picture in the newspaper  multiple pictures in additional galleries
  16. 16. Showcase: KURIER Newspaper App  video embedded into the article
  17. 17. Showcase: KURIER Newspaper App  additional digital tablet ads
  18. 18. APA White-Label-App V3.0 for Tablet-PC Enhanced features:  editors choice  additional content is also available in offline mode  personal archive  social media sharing-options  search within publications  remembering list  full screen view of articles, "next article" function
  19. 19. iPad Apps Top-Charts: Downloads  KURIER-App – download for free  Category News  Top-Position – Version V2.200 available, over 50% Update-Quota within 1 week
  20. 20. iPad Apps Top-Charts: Highest (inApp-)Selling  KURIER-App – download for free  Top-Position for weeks in the iTunes Store Top 10 Apps – Turnover  Category News
  21. 21. iPhone Apps Top-Charts: Paid  KURIER.at App costs EUR 1,59.-  Top-Position for weeks in the iTunes Store Top 10 Apps – Paid  Category News
  22. 22. iPhone Apps Top-Charts: Highest Turnover  Top-Position for weeks in the iTunes Store Top 10 Apps – Turnover  Category News
  23. 23. Thank you! Ronald Schwärzlerronald.schwaerzler@KURIER.at Consultant NewMedia ronald@schwaerzler.com
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