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Sanoma Planet of the apps (Kienhuis) @ NUV (UVW) round table

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Presentation (by Herman Kienhuis) on tablet developments, Sanoma Media's app development program results and key learnings on tablet publishing @ NUV-UVW Round Table (June 21 2011, Amsterdam ZO, ...

Presentation (by Herman Kienhuis) on tablet developments, Sanoma Media's app development program results and key learnings on tablet publishing @ NUV-UVW Round Table (June 21 2011, Amsterdam ZO, Netherlands)

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    Sanoma Planet of the apps (Kienhuis) @ NUV (UVW) round table Sanoma Planet of the apps (Kienhuis) @ NUV (UVW) round table Presentation Transcript

    • Planet of the Apps NUV(UVW) Round Table, June 21, 2011Herman Kienhuis (@kienhuis), BusDev Sanoma Media
    • tablet market developmentssanoma app development programresultssome learnings
    • http://www.flickr.com/photos/schnaars/4544419991/Tablets: Touching
    • A new category of comfortable computing devicesEntertainment/ Information/ Entertainment/ Communication/Inspiration Productivity Creation MonitoringXL form Short form Medium form XS formPush Pull Pull PushTV/DVD Software/ Websites Apps/Websites Apps/WidgetsMovies/ Search/Social/ Ebooks/Photos/ Music/VideoGames Video Video CasualGamesHours Hours Quarters Minutes
    • iPad selling faster than iPhone 15 mln iPads sold in 3 quarters*50,000,00037,500,00025,000,00012,500,000 Actual sales Analyst projections 0 Apr-10 Jul-10 Oct-10 Dec-10 Apr-11 Jul-11 Sep-11 Dec-11 * vs. 4 mln iPhones in first 3 quarters
    • Strong uptake of iPad sales (>400.000) and usage in NL NU.nl iPad app downloads & pageviews300,000 20,000,000 15,000,000200,000 10,000,000100,000 5,000,000 0 0 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Downloads Pageviews Source: Sanoma Media
    • the Dutch iPad user*•Majority of users is male, 25-44, well educated•94% uses the iPad multiple times per day•84% uses the iPad more than 30 minutes per day, 54% uses it more than an hour per day!•3/4 uses it in the evening on the couch, 2/3 at breakfast, 1/2 in bed, 1/4 on the toilet * based on NU iPad App users survey (Q3 2010, n=5000) Source: Sanoma Media
    • the Dutch iPad user:uses it for rich media consumption News Browse web Search Email Games TV/video PhotosSocial networking/blogging Reading magazines Reading books Notes / word processing Music Shopping Business presentations Chat / messengingDrawing / image processing 0 25 50 75 100 Often Sometimes Source: Sanoma Media
    • Changing news consumption phone computer tablet 31% 62% 6% 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)
    • Why Apps?•Developers community: 350k apps (75k for iPad)•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
    • tablet market developmentssanoma app development programresultssome learnings
    • Speed up Createinvestment scale Build-up of Learning internal by doing expertise
    • Speed up Fund &investment guide Create Share concepts scale & code 2010: >40 apps Measure & Learn Develop Learning & market Build-up of by doing internal expertise
    • Growing app downloads; revenues getting serious 250,000 Downloads (mobile & 200,000tablet apps) Sep. 2010: >1 mln downloads 150,000 March 2011: >2 mln downloads! 100,000 50,000 0 €250,000 Revenues (mobile & €200,000 tablet) €150,000 €100,000 €50,000 €0 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Source: Sanoma Media
    • NU HD App downloads 300,000 200,000 100,000 0 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11• Content: dynamic news feeds• Format: native iOS app with visual interface and customizable features• Business model: advertising (interactive display ads)
    • Autoweek Magazine App downloads 80,000 60,000 40,000 20,000 0 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11• Content: • dynamic part: news feed, car info database • static part: weekly rich media magazine edition• Format: native iOS app with Woodwing magazine reader• Business model: • in-app purchasing of magazine editions • advertising (banners & full page ads with interactive landingspages)
    • Gamer.nl App downloads (incl. iPhone since March) 40,000 30,000 20,000 10,000 0 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11• Content: dynamic news feeds, including video & reviews• Format: native iOS app• Business model: • advertising (sponsoring, display ads, featured games) • custom publishing (e.g. EA gamerelease)
    • Viva Magazine App downloads 30,000 20,000 10,000 0 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11• Content: • dynamic part: blog & forum feeds • static part: biweekly rich media magazine edition• Format: native iOS app with Woodwing magazine reader• Business model: • in-app purchasing of magazine editions • advertising (full page ads with interactive landingpages)
    • Tablet Apps 2011 (NL) €1.59 €1.59 €0.79 €0.79 €2.39 free free €0.79 PREVIEW
    • Tijdschrift.nl digital magazine kiosk MING SOON CO TO A TABLET NEAR YOU!
    • tablet market developmentssanoma app development programresultssome learnings (and a preview)
    • Learning by doing
    • Own property rights
    • Don’t repackthe old medium
    • Compared to a touch,clicking is boring
    • Design for fingers,not for eyes only
    • Provide multipleentry and exit points
    • It’s about the App Store
    • Get feedback
    • Future of Digital Magazines!•Tablet adoption growth: +300% sales expected in 2011•New tablet-native formats: overcoming Marshall McLuhan•In-app subscriptions: PopularScience sold 10,000 iPad subs in 5 wks•Better in-app & subs marketing: we’re on learning curve
    • Future Digital Magazines...…will embrace new ways to layout content (flipboard, bright screenzine, prezi, nalden) ...will embrace new ways to navigate (search, related articles, custom menu) ...will embrace real-time availability (dynamic updates, live feeds, stats) …will embrace social interaction (comments, rating, sharing, user uploads) ...will embrace commerce (compare, wishlist, buynow)
    • What does it mean for B2B publishing Tablet as professional productivity tool: new opportunities in software & services Willingness to pay for content/ convenience/service Branded content vs. advertising vs. research vs. commerce Existing brands vs new brands HTML5 web-app vs. native apps
    • Thank youApplause @kienhuis