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

1. Al Jazeera Mobile
Understanding Al Jazeera’s global mobile app strategy

2. Agenda
A brief introduction to the mobile app strategy at Al Jazeera
• Intro
• Why mobile?
• User Acquisition
• Content Discovery
• Distribution
• Newsgathering

4. Al Jazeera for BlackckBerry® PlayBook™
Now available for free in BlackBerry App World

5. Reach more people in more places.

6. 6,909,500,000
number of people on earth
World’s population as of July 2011 – http://en.wikipedia.org/wiki/World_population

7. 2,095,006,005
number of internet connections in the world
30% of the world’s population at the beginning of 2011 – http://www.internetworldstats.com

8. 5,000,000,000
number of people with mobile devices
Wikipedia – http://en.wikipedia.org/wiki/List_of_countries_by_number_of_mobile_phones_in_use

9. Change behavior by 10% and
change the world.
Thomas Goetz, Wired Magazine
MLOVE Confestival 2011 – http://www.mlove.com

10. Fish where the fish are.

11. User Acquisition
Attract 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

12. You can buy and audience, but you
can’t buy a community.

13. Content Discovery
Content 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

14. Apps are the single biggest digital
channel since the web.

15. Distribution
Extending 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

16. The most popular device doesn’t
necessarily have the largest user base.

17. Newsgathering
Crowdsourcing 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

18. Thank you