Al Jazeera Global Mobile App Strategy


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Presentation by Derrick Fountain during GITEX 2011 as part of the Service2Media Dubai office launch event.

Al Jazeera Global Mobile App Strategy

  1. Al Jazeera MobileUnderstanding Al Jazeera’s global mobile app strategy
  2. AgendaA brief introduction to the mobile app strategy at Al Jazeera• Intro• Why mobile?• User Acquisition• Content Discovery• Distribution• Newsgathering
  3. Al Jazeera for BlackckBerry® PlayBook™ Now available for free in BlackBerry App World
  4. Reach more people in more places.
  5. 6,909,500,000 number of people on earthWorld’s population as of July 2011 –
  6. 2,095,006,005 number of internet connections in the world30% of the world’s population at the beginning of 2011 –
  7. 5,000,000,000 number of people with mobile devicesWikipedia –
  8. Change behavior by 10% and change the world. Thomas Goetz, Wired MagazineMLOVE Confestival 2011 –
  9. Fish where the fish are.
  10. User AcquisitionAttract and retain loyal users App On-Air Marketing Promo Deck Campaigns PR Placements Co- Social Marketing Media App Stores Social Sharing New User Loyal User
  11. You can buy and audience, but you can’t buy a community.
  12. Content DiscoveryContent discovery through personalization • Most users view less that 3 pages within an app on average • Surface relevant content outside of the default editorialized view • Personalization and serendipity not an issue • User has the choice of following more of the same, or discovering something new
  13. Apps are the single biggest digital channel since the web.
  14. DistributionExtending the worldwide footprint on mobile devices• Apps (major platforms, and low-end devices)• Syndication (Pulse, Flipboard, etc)• Live streaming within branded apps• VOD for long and short-form content: programs, documentaries, news clips• International audience brings challenges to content delivery across a wide variety of devices
  15. The most popular device doesn’tnecessarily have the largest user base.
  16. NewsgatheringCrowdsourcing content directly from within apps • We want to get the voices of people on the ground • Latest version of AJ is now integrated with our UGC platform • Crowdsource content directly from within our apps
  17. Thank you