Mediafacts Uitgeverscongres 2012 FT

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  • Over 1 million unique users since June45% saved shortcut to homescreenBoosting mobile traffic – now 20% of all page viewsBoosting subscriptions – 15% of all new FT.com subs from mobileOver 2 million users have used the web app - more usersthan ever downlaoded the native iPhone and Ipad apps have downloaded the webapp
  • Mediafacts Uitgeverscongres 2012 FT

    1. 1. Steve PinchesGroup Product Manager, Emerging Platforms
    2. 2. 2001-6 2007 2008/9• Flat paywall: Some content • revised the model to ‘metered • FT begins to learn to be a free, some premium. Didn’t model’ where people can retailer. Gradually ratchet the work very well. Price of a sub sample up to 30 articles /mo wall down to 8 a month ca $992012 2011 2010• Pushing the prices constantly • Global print circulation around • Mobile powers up to $350+ using careful price 350,000. We will surpass this subscriptions with launch of testing. Almost charging the in digital subscriptions later iPad. same online as we are in print this year
    3. 3. Transforming the business model Revenue Split by Type : 2007 - 2014 100% 7% 9% 9% 10% 11% 11% 12% 13%Shift in revenue base: 90% 7% 8% 4% 10%• In 2012: majority of revenue from 4% 15% 80% 5% 18% content and events. Advertising 23% 20% 4% 28% below 50% of revenue. 70% 22% 5% 34%• By 2014, advertising will drop to less 28% 5% than 40% of revenue. 35% of our 60% 25% 24% 5% revenue will be digital, with the seeds sown to achieving close to 50% 50% 25% 5% digital revenues by 2014. 23% 40%• Our target is 313,000 paid for digital 21% subscribers by the end of 2012; this 30% 62% 57% will exceed print circulation. 48% 46% 20% 43% 36% 31% 26% 10% 0% Current audience figures: 2007 2008 2009 2010 2011 2012 2013 2014 Average Daily Global Audience: 2.2m Print Advertising Revenue Print Content Revenue Events Revenue Total paid-for circulation: 604,856 Online Content Revenue Online Advertising Revenue Digital subscribers: 285,475 Web app users: 2m
    4. 4. Our mobile product strategy? The pleasure of leisurely newspaper browsing combined with the immediacy and interactivity of a website. Quick access plus a pleasurable browse, especially at the weekend. An experience which feels tailored, no matter how you access FT.com.
    5. 5. Our mobile business strategy Anonymous users can see homepage, all section pages, video, markets data for free Registered users read up to 8 articles free over 30 days Subscribers get unlimited access to articles
    6. 6. A unified business: one customer, one access Web app m.ft.com www.ft.comFront endAdserverAnalyticsPersonalisation layerContent managementLogin/subscription
    7. 7. 2009-2010 • 1st proper, dynamic media iPad app • Won Apple Design Award • Huge contribution to overall FT.com subs and ad revenues
    8. 8. 2011…web app • Available from the browser just visit app.ft.com • Read whole FT offline, updated throughout the day • Automatic updates – you’re always on the latest version
    9. 9. 2011/12…hybrid/web
    10. 10. 2012…hybrid/web
    11. 11. Life outside iTunes Today: FT Web-App Launch: Migration & Traffic Growth -Over 2 million downloads -iOS native no longer availableLaunch June, 2011 HTML5 iOS wk wk wk wk wk wk wk wk wk wk wk wk wk wk wk wk wk wk wk wk wk wk 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40
    12. 12. Weekend readers Proportion of platform consumption throughout the week20% Desktop18% Tablet16%14%12%10%8%6%4%2%0% Monday Tuesday Wednesday Thursday Friday Saturday Sunday
    13. 13. The mobile web is huge(and around 9% of our traffic to www.ft.com comes from mobile too!)
    14. 14. 2012…Acquire Assanka! 
    15. 15. A few things we learnt along the way…• Things that are difficult: – Storing large amounts of content offline in a browser, reliably – Testing web apps is very difficult indeed – The advertising ecosystem isn’t webapp ready. No clear ad sizes, putting HTML5 ads into an HTML5 page causes formatting issues, no partners who do everything we need – Payments not elegant – ‘Installation’/bookmarking of app not consistent between platforms – Managing screen sizes elegantlyIn conclusion• Web apps aren’t necessarily easier to build, but they make future cross- platform feature development easier. It’s no silver bullet though
    16. 16. Questions?

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