Planet of the Apps           Part II - Android strikes back      Mobile Convention, April 19, 2011Herman Kienhuis (@kienhu...
market developments;mobile internet & tabletssanoma app development program;results, plans & learnings
Mobile: Always On
1 in 3 people now have a smartphone;            in 2012: 1 in 2       % Smartphone adoption by market                     ...
Mobile internet usage booming,    driven by proliferation of apps                                                  NU.nl m...
Why Apps?•Developers community: 350.000 apps•Easy discovery and installation: App Store•One click payment: iTunes•Customiz...
Mobile advertising growing up             US mobile advertising spend (USD mln)300020001000  0             2009           ...
Mobile advertising growing up                                                               !                   &Mobile me...
http://www.flickr.com/photos/schnaars/4544419991/Tablets: Touching
A new category of comfortable           computing devicesEntertainment/   Information/         Entertainment/   Communicat...
iPad selling faster than iPhone             15 mln iPads sold in 3 quarters*40,000,00030,000,00020,000,00010,000,000      ...
Strong uptake of iPad sales          (>300.000) and usage in NL      NU.nl iPad app downloads & pageviews300,000          ...
the Dutch iPad user*•Majority of users is male, 25-44, well educated•94% uses the iPad multiple times per day•84% uses the...
the Dutch iPad user:uses it for rich media consumption                     News              Browse web                   ...
Tablets changing reading habits?  phone                             computer                                              ...
Future of Digital Magazines?
Future of Digital Magazines!               Autoweek in-app edition sales                         Chart N/A• Tablet adoptio...
market developments;mobile internet & tabletssanoma app development program;results, plans & learnings
Part I: A New Hope Speed up      Createinvestment      scale             Build-up of Learning               internal by do...
Speed up     Fund &investment     guide                   Part I: A New DDope Create                               Share  ...
Apps (NL)   Q2 2010              Q3 2010              Q4 2010     Grazia         Autoweek iPad (2.39)    EHBO kids (2.39) ...
Growing app downloads;                        revenues getting serious   250,000 Downloads (mobile &   200,000tablet apps)...
2011:        Part II: Android Strikes Back                   >80 Apps (int.)                    Android apps              ...
Apps (NL)      Q1 2011                      Q2 2011                Q3/Q4 2011Jaar in beeld iPad (1.59)    Autoweek Android...
Previews !
Some learnings
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
Thank youApplause @kienhuis
Sanoma Planet of the Apps @ Mobile Convention Amsterdam 2011 (kienhuis)
Sanoma Planet of the Apps @ Mobile Convention Amsterdam 2011 (kienhuis)
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Sanoma Planet of the Apps @ Mobile Convention Amsterdam 2011 (kienhuis)

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Presentation at Mobile Convention Amsterdam (April 19, 2011) by Herman Kienhuis (busdev @ Sanoma Media) on mobile and tablet developments and Sanoma Media's international app development program with results, plans and learnings.

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Sanoma Planet of the Apps @ Mobile Convention Amsterdam 2011 (kienhuis)

  1. 1. Planet of the Apps Part II - Android strikes back Mobile Convention, April 19, 2011Herman Kienhuis (@kienhuis), BusDev Sanoma Media
  2. 2. market developments;mobile internet & tabletssanoma app development program;results, plans & learnings
  3. 3. Mobile: Always On
  4. 4. 1 in 3 people now have a smartphone; in 2012: 1 in 2 % Smartphone adoption by market NL NL data: telecompaper
  5. 5. Mobile internet usage booming, driven by proliferation of apps NU.nl mobile pageviews200,000,000 Android150,000,000100,000,000 iPhone 50,000,000 m.nu.nl 0 May-09 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 Source: Sanoma Media
  6. 6. Why Apps?•Developers community: 350.000 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
  7. 7. Mobile advertising growing up US mobile advertising spend (USD mln)300020001000 0 2009 2010 2011 2012 2013 2014 Source: eMarketer, Sep 2010
  8. 8. Mobile advertising growing up ! &Mobile messaging Mobile search Mobile display ads Mobile videoTime targeting Device targeting Content targeting Location targetingClick to call Click to App Store Request form Coupon Click to buy
  9. 9. http://www.flickr.com/photos/schnaars/4544419991/Tablets: Touching
  10. 10. 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
  11. 11. iPad selling faster than iPhone 15 mln iPads sold in 3 quarters*40,000,00030,000,00020,000,00010,000,000 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
  12. 12. Strong uptake of iPad sales (>300.000) and usage in NL NU.nl iPad app downloads & pageviews300,000 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 Downloads Pageviews Source: Sanoma Media
  13. 13. 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
  14. 14. 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
  15. 15. Tablets changing reading habits? 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)
  16. 16. Future of Digital Magazines?
  17. 17. Future of Digital Magazines! Autoweek in-app edition sales Chart N/A• Tablet adoption growth: +300% sales expected in 2011• Other formats: ST: more simple; LT: more dynamic: personalized, real-time, video• Subscriptions: PopularScience sold 10,000 iPad subs in 5 wks• Better in-app & subs marketing: we’re on learning curve Source: Sanoma Media
  18. 18. market developments;mobile internet & tabletssanoma app development program;results, plans & learnings
  19. 19. Part I: A New Hope Speed up Createinvestment scale Build-up of Learning internal by doing expertise
  20. 20. Speed up Fund &investment guide Part I: A New DDope Create Share concepts scale & code 2010: >40 apps Measure & Learn Develop Learning & market Build-up of by doing internal expertise
  21. 21. Apps (NL) Q2 2010 Q3 2010 Q4 2010 Grazia Autoweek iPad (2.39) EHBO kids (2.39) Hier.nl Kieskeurig Playboy Android NUsport Zwanger (1.59) Viva iPad (2.39)WK voetbal (1.59) Gamer Lekker 2011 (4.99) NU24 Gamer iPad Weekmenu NU iPad GameRelease Kwaak Wekker Dnews iPad
  22. 22. Growing app downloads; revenues getting serious 250,000 Downloads (mobile & 200,000tablet apps) 150,000 Sep. 2010: >1 mln downloads 100,000 March 2011: >2 mln downloads! 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
  23. 23. 2011: Part II: Android Strikes Back >80 Apps (int.) Android apps Kids apps App directories Shopping apps Magazine apps Location based Interactive ads Custom apps
  24. 24. Apps (NL) Q1 2011 Q2 2011 Q3/Q4 2011Jaar in beeld iPad (1.59) Autoweek Android Kieskeurig Gamer Android Autotrader Android GoeieVraag Android NUsport Autotrader Android GameTron iPad NUsport iPad Horoscoop iPad (0.79) VTwonen iPad GameTron iPad QRscanner.nl Linda iPad Viva Forum Memory+ (2.39) Playmate clock Styletoday Woordjes+ (1.59) Margriet iPad actief Lekker 2012 StartApp+ Delicious iPad Tellen+ Shopping Puzzelen+ guides Keet iPad Shopping Mahjong iPad catalogues+ VTwonen Styling shopgids Gardening NUtvgids iPad Coloring Belegger Dieting Ooggetuige+ DIY Styletoday Quiz Tijdschrift.nl Planner iPad Walking
  25. 25. Previews !
  26. 26. Some learnings
  27. 27. Learning by doing
  28. 28. Own property rights
  29. 29. Don’t repackthe old medium
  30. 30. Compared to a touch,clicking is boring
  31. 31. Design for fingers,not for eyes only
  32. 32. Provide multipleentry and exit points
  33. 33. It’s about the App Store
  34. 34. Get feedback
  35. 35. Thank youApplause @kienhuis

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