The Rise and Rise of Mobile: a Guardian Case Study

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Presentation delivered by Steve Wing, Business Director, Mobile, Guardian News and Media

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  • First, You will no doubt hear a huge amount about this during the conference so I won’t labour the point, just to say that the use of mobile internet is growing very very fast, right in front of our eyes.There was a 28% growth in mobile internet users in 2008 and recent surveys have shown that 1in 3 people with phones now access it. This is a very real, sizeable and addressable market. 
  • This chart basically shows that rapid growth since Jan.Huge – 35% mobile audienceWhat happened in Jan? 3GS launched JulyOrange and Vodafone offered iphone contracts end of 2009 – grown from 11 million
  • 4th - No one, even in this recession looked set to give up either their internet browsers or indeed their mobile phones so the growth we are witnessing now is unlikely to dim, making mobile a bright light worth investing in during these somewhat bleak times.
  • 4th - No one, even in this recession looked set to give up either their internet browsers or indeed their mobile phones so the growth we are witnessing now is unlikely to dim, making mobile a bright light worth investing in during these somewhat bleak times.
  • This was a slide I was shown by someone who came to see me last year, which I have kept because it is great.It shows how mobile ready we were and I love the assessment – Overall really Bad. It will definitely display very poorly on a mobile phone! And this for a company who had been successfully publishing on the internet for 10 years! It seemed crazy, but if you had tried to access the guardian 7 to 8 months ago on a handheld device we would have simply thrown the whole website at you. Great if you're on a iphone or blackberry..not so good for anyone else. It was and is no longer acceptable to provide a poor user experience on a handheld device.We wouldn't anywhere else in our business so this had to change and change quickly.
  • This was a slide I was shown by someone who came to see me last year, which I have kept because it is great.It shows how mobile ready we were and I love the assessment – Overall really Bad. It will definitely display very poorly on a mobile phone! And this for a company who had been successfully publishing on the internet for 10 years! It seemed crazy, but if you had tried to access the guardian 7 to 8 months ago on a handheld device we would have simply thrown the whole website at you. Great if you're on a iphone or blackberry..not so good for anyone else. It was and is no longer acceptable to provide a poor user experience on a handheld device.We wouldn't anywhere else in our business so this had to change and change quickly.
  • And lastIn the face of such rapid change, there comes a point when you can no longer watch from the sidelines, trying to second guess what might work.If you really want to find out, if you really want to be involved in the conversations that will help shape the future of this medium, and we do,  then you have to be involved, and we believed that this year was the right year for us. And thank god we did because the pace of change has only accelerated since we launched – this certainly is not a market standing still
  • The Rise and Rise of Mobile: a Guardian Case Study

    1. 1. The rise and rise of mobile: a Guardian case study@steve_wing
    2. 2. “Mobile has been over-hyped in the short term but under-hyped in the medium term to long term” Sir Martin Sorrell 2009
    3. 3. 1. Growth
    4. 4. Number of mobile internet users, UK 0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 Apr-06 Jul-06 Oct-06 Jan-07 Apr-07 Jul-07 1. Growth Oct-07 Jan-08 Apr-08 Jul-08 Oct-08 Jan-09 UK unique monthly mobile internet users Apr-09 Jul-09 Oct-09 Jan-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-2011 Mar-2011 Apr-2011 May-2011 Jun-2011 Jul-2011 Aug-2011 Sep-2011 Oct-2011 Nov-2011Sources: comScore Intelligence Bay Report 3 months rolling average (Apr 2006 – Jan 2011); GSMA MMM (Feb 2011 – Feb 2012) Dec-2011 Jan-2012 Feb-2012 51% phone mobile internet browsers accessed of UK mobile
    5. 5. 1. Growth
    6. 6. 2. Demand
    7. 7. 2. Demand
    8. 8. 2. Demand
    9. 9. 3. Ubiquity
    10. 10. 3. Ubiquity
    11. 11. 3. Ubiquity
    12. 12. 3. Ubiquity
    13. 13. 4. Expectations
    14. 14. 4. Expectations
    15. 15. 4. Expectations
    16. 16. 5. Revenue
    17. 17. 1821
    18. 18. 1996
    19. 19. 2006
    20. 20. 2012
    21. 21. Now
    22. 22. Now
    23. 23. Guiding Principles
    24. 24. Browser AppBroadcast NarrowcastAd funded Best of BreedAccessible to all Paid and FreeDepth and Breadth CustomizableLive UtilityDiscoverable Vertical
    25. 25. Browser AppBroadcast NarrowcastAd funded Best of BreedAccessible to all Paid and FreeDepth and Breadth CustomizableLive UtilityDiscoverable Vertical
    26. 26. Current Portfolio Mobile Internet Phone Apps Tablet Apps eReader Distribution
    27. 27. m.guardian.co.uk 3.2 million US monthly unique browsers 12.2 5.5 million million UK monthly monthly unique unique browsers browsers Source: Adobe Discover, March 2012
    28. 28. iOS Apps 91K 831K Subscribers downloads since launch 238K 845K 121K global global V2 monthly monthly downloads browsers users since launch 840K downloads since launch 181K monthly Source: Adobe Discover, March 2012 browsers
    29. 29. Android Apps 212K global monthly browsers 134K 281K UK active monthly installs browsers since launch 12K global monthly browsers Source: Adobe Discover, March 2012
    30. 30. Other Launches 37K downloads 26K since launch global Recently monthly launched browsers Source: Adobe Discover, March 2012
    31. 31. More than half a million daily UK browsers (30% of our UK daily traffic) access our content through mobile devices Guardian Eyewitness Guardian iPhone App m.guardian.co. guardian.co.u iPad App (v1 + v2) uk k iPad Apps Phone Apps m.guardian guardian.co.uk All Content iPadTablets 17,857 1,662 6,651 85,060 111,230 phones Mobile 77,258 363,829 441,087devices Other All Devices 17,857 78,920 370,480 85,060 552,317 Source: Adobe Discover, March 2012
    32. 32. Loyalty: apps encourage more frequent visits iPhone/ Android Apps iPad App guardian.co.uk m.guardian.co.uk 76% 60% 54% 45% Source: Adobe Discover, March 2012
    33. 33. Weekly engagement behaviour similar but a dramaticswing to mobile on weekends 17% 16% iPad App – weekend readership 15% m.guardian – high on iPad Sunday (football scores?) 14% iPhone/Android App iPhone/Android Apps m.guardian.co.uk deliver more even guardian.co.uk readership 13% Guardian.co.uk – weekday readership 12% 11% Mon Tue Wed Thu Fri Sat Sun Guardian digital content accessed by day of week (UK) Source: Adobe Discover, March 2012
    34. 34. Different product portfolio serves consumers at differenttimes of the day 12% Tea-time 10% Commute Breakfast Commute Lunch-time Before bed 8% Prime-time guardian.co.uk m.guardian 6% iPhone/Anroid Apps iPad App 4% Facebook App Print 2% 0% -2% Guardian digital content accessed by time of day (UK, weekday) Source: Adobe Discover, March 2012
    35. 35. Challenges Target Audience Speed of change Fragmentation and dilution Prioritization Integration Distribution Geography – US, Europe & ROW
    36. 36. Finally Mobile is too compelling to ignore App vs. mobile internet should be considered carefully Landscape is changing – HTML5 on the rise Both platforms have different but important roles in building reach, engagement and loyalty Both platforms have different roles to play in the revenue mix – ads vs. direct Audience comes first when making the decisions
    37. 37. Thank you

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