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future of mobile media (kienhuis) @ mobile convention amsterdam

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Presentation by Herman Kienhuis (SanomaVentures) on developments and best practices in mobile & tablet publishing and marketing

Presentation by Herman Kienhuis (SanomaVentures) on developments and best practices in mobile & tablet publishing and marketing

Published in: Business, Technology

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  • super...our company just launched a nex apps:Taxiloc to allow people to take a taxi easily in Paris whenever the customer is..Go to see our blog:nadia1tax1histoire.wordpress.com
    regards
    gabriel
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  • 1. the future of mobile mediaMobile Convention, Amsterdam, May 8, 2012 Herman Kienhuis (@kienhuis), SanomaVentures
  • 2. About me
  • 3. 1. The mobile future is now
  • 4. Promise delivered New Computing Cycle Characteristics Reduce Usage Friction Via Better Processing Power + Improved User Interface + Smaller Form Factor + Lower Prices + Expanded Services = 10x More Devices Computing Growth Drivers Over Time, 1960-2020E More than Just Phones 1,000,000 Mobile iPad Internet Smartphone 100,000 Kindle Devices/Users (MM in Log Scale) Desktop Tablet 10,000 Internet MP3 Cell phone/ PDA 1000 10B+ Car Electronics PC GPS, ABS, A/V Units??? 100 Mobile 1B+ Units/ Video Minicomputer Users 100MM+ Home 10 Entertainment Units Mainframe Games 10MM+ Units 1 Wireless Home Appliances 1MM+ Units 1960 1970 1980 1990 2000 2010 2020Note: PC installed base reached 100MM in 1993, cellphone/Internet users reached 1B in 2002/2005 respectively;Source: ITU, Mark Lipacis, Morgan Stanley Research. source: Morgan Stanley 49
  • 5. Smartphones rule in NL Handset Consumershipments penetration (mln)6.0 50% 45%5.0 40% 35%4.0 30%3.0 25% 20%2.0 15% 10%1.0 5% - 0% 2008 2009 2010 2011 Feature phone sales Smartphones sales Penetration smartphone (Q4) source: TelecomPaper, GFK
  • 6. ja pageviews n/ 10 m rt /1 0 m ei /1 0 ju l/ 10 se p/ 10 no v/ 10 Mobile ja n/ 11 m PC rt /1 1 m ei /1 1 ju Tablet l/ 11 se p/ 11 no v/ 11 ja n/ 12 source: Nu.nl Mobile rules news consumption
  • 7. Tablets very quickly taking space in NL Tablet Consumer shipments penetration (mln) 1.6 35% 1.4 30% 1.2 25% 1.0 20% 0.8 15% 0.6 10% 0.4 0.2 5% - 0% 2009 2010 2011 2012FC Tablet sales Penetration tablets (Q4) source: GFK, Telecompaper
  • 8. More iPads sold than HP PC’s
  • 9. 2. It’s all about apps -hardware becomes software
  • 10. 0 100,000,000 200,000,000 May-09 300,000,000 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 NU.nl mobile pageviews Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Apps drive mobile usage>44 iPhone m.nu.nl Android Source: Sanoma Media
  • 11. Why Apps?•Developers community: 500k+ apps•Easy discovery and installation: App Store•One click payment: iTunes•Customizable: Personal, Social•Esthetic Experience: Apple UI•Speed and accessibility•Native use of device capabilities: GPS, compass, accelerometer, tilt-sensor, microphone, camera
  • 12. Sensor to the physical world image scanning/recognition: Kieskeurig, Layar, Goggles, Klik
  • 13. Sensor to the physical world location tracking: Nike+, Foursquare, PlaceMe, Highlight
  • 14. Sensor to the physical world audio/voice recognition: Shazam, Siri, IntoNow
  • 15. Sensor to the physical world movement/acceleration: SleepCycle, Stappenteller, Waterslide Extreme
  • 16. Hardware becoming software
  • 17. Hardware becoming software
  • 18. Hardware becoming software
  • 19. 3. Changing our daily habits
  • 20. Sleeping) Waking)up) Preparing) Personal) for)next)day) care) Checking) Going)out)in) news) the)city) Having)Parking)car) breakfast)Shopping) Commu.ng)in>store) Watching) Working)in) news) the)office) Having) Mee.ng)at) dinner) event) Lunchbreak) Relaxing)on) entertainment)) couch) Working) out) Planning) Buying)last> tasks) minute) Chat)with) friends)
  • 21. intense usage of mobile phone US ad spend and time spend per medium (%) 43% Ad spend 40% 39% Time spend 22% 23% 16% 11% 9% 6% 1% TV Print Web Radio Mobile Source: Flurry (VSS, KPCB, Comscore, Alexa)
  • 22. intense usage of iPad How much time do you At home, what is your How often do you spend on the iPad (on a primary computer that use the iPad? day of usage)? you use most often now?Once per day or less N/A 4% <30 min 2% >2 hrs 16% PC/laptop 25% 36% 30-60 min. iPad 29% 62% Multiple times a day 1-2 hours 96% 30% Source: Sanoma iPad user survey 2011
  • 23. changing media consumption phone computer tablet 44% 47% 9% overall overall overall views views views In the morning, relative People reading on computers iPad readers read more news readership across all three consumer their greatest share of on the device at night than platforms ramps up quickly online news that way during the day during other times of day10%8% Computer7%5% Smartphone3% iPad2%0% 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Source: NU.nl (based on sample data) >44
  • 24. changing purchasing behaviorGetting relevant informationon your location 58%Making small payments viaSMS for parkings, bus 55%Getting a discount/couponwhen you walk past a shop 50%Banking via mobile phone 49%Getting detailed productinfo in a shop 48%Purchase products via yourmobile phone 38%Took picture of a 20%product in store*Scanned productbarcode in store* 18%Location-based ads 11% Source: IAB/Insites consulting (NL, interest) *Comscore (EU5, action taken)
  • 25. 4. And changing our markets
  • 26. mobile app store revenues $ bln 10 Paid downloads In-app purchases 8 6 4 2 0 2011 2015 source: emarketer (IHS screen digest)
  • 27. mobile ad spend 1,585 2010 2011780 203 83 10 2 US ($) UK (GBP) NL (EUR) source: IAB
  • 28. mobile payments Paypal (global) Ayden (NL) mobile payments mobile payments ($bln) (% of transactions)10 7%8 6%6 4%4 3%2 1%0 0% 2010 2011 2012F Sep ‘11 Dec ‘11 Mar ‘12 Source: Paypal, Ayden
  • 29. 4. So what’s the future of mobile media?
  • 30. 1. Personal
  • 31. 2. Snackable
  • 32. 3. Touchable
  • 33. 4. Shareable
  • 34. 5. Instant
  • 35. 6. Sticky
  • 36. 7. Freemium
  • 37. 8. Cross-device
  • 38. and across platforms
  • 39. 9. Physical-linked
  • 40. 10. Location-aware
  • 41. Mobile marketing case: ParkMobile Goal: new users Channel: NU.nl iPhone app Results: CTR (Run of app): 1,7% CTR (Geo-targeted): 4,0% High app ranking Increased user growth
  • 42. NU.nl targeting beurs van berlage
  • 43. 11. Transactionable
  • 44. Mobile marketing case: NYPizza Goal: positive brand impact, mobile site awareness Channel: NU.nl mobile site, time-targeted between 16h-20h Results: •Significant increase in aided brand awareness 72% (vs 48%) •Significant increase in positive brand perception •Mobile orders: +80%
  • 45. 12. Wearable?
  • 46. 5. Sanoma going ‘Mobile First’
  • 47. Sanoma moving to mobile •Digital magazine publishingPrint to Mobile •Digital media distribution •Premium mobile services •Mobile content publishingDigital to Mobile •Mobile directories •Mobile advertising •International (kids) app publishing New Mobile •Premium mobile services services •Custom (branded) app development •M-commerce
  • 48. investing in mobile advertisingMobile display ads Content integration Radicals / roadblocks / interstitials VideoTime targeting Device targeting Content/channel targeting Location targetingClick to Call Click to App Store Click to Calender Click to Buy Coupon
  • 49. and investing in new mobile initiatives Internal Mobile Planet of Innovation the Apps FundIdeas Execution Sanoma App Sanoma Challenge Ventures External
  • 50. Aiming to double mobile results in 2012 App downloads Mobile pageviews Mobile (mln) (mln/mnth eoy) revenues5 5004 4003 3002 2001 1000 0 2010 2011 2012F 2010 2011 2012F 2010 2011 2012F
  • 51. Are your ready?
  • 52. Thank you for your attention Questions? @kienhuis /hermankienhuis /kienhuis
  • 53. © 2012