A snapshot of mobile web usage growth in Australia as seen by the Australian Broadcasting Corporation (ABC). Presented at the CeBIT Mobile Conferecence, May 2012.

1. Australian Broadcasting Corporation
EMBRACING MOBILE
Manuela Davidson
Mobile Executive Producer, ABC Innovation
e: davidson.manuela@abc.net.au 1
t: @manueladavo

2. Foundations
2005 – Content Licensing
2007 – Movietime 2009 – ABC Mobile
2

3. Foundations
Why did we do it?
 Potential as media channel
 Need to reach Australian audiences anywhere
 Understanding that mobile would fall into our PB’s obligations
3

4. Foundations
ABC’s role as the national public broadcaster
 Inform
 Entertain
 Educate
4

5. 80 Years Perspective
Fixed appointment
“This day was for me, what the mobile phone is to people now. Flexible catch up
It was the day that an interest in current affairs and news became part and
parcel of our family's 'must see' activity.” Lorraine, 80 Days That Changed Our Lives 5

6. Australian trends
Smartphone ownership continues to grow
64%
2012
36% 2010
6
Source: Nielsen, February 2012

7. ABC trends
15 to 20% of all visits to www.abc.net.au are
from mobile devices
2% 0% 4%
 iOS 78% 16%
iOS
 Android 16% Android
 BlackBerry 2% 78% BlackBerry
Symbian
 Symbian 0%
Others
Source: Webtrends Analytics, 14-20/05/2012 (weekly figures) 7

8. ABC trends
Apr 2009 Apr 2012
253,152 visits 6,349,012 visits
1% 0%
3% 4%
11% 11%
iOS
iOS
Android
28% Android
58% BlackBerry 84% BlackBerry
Symbian
Symbian
Others
Others
0%
Source: Webtrends Analytics (monthly figures) 8

9. ABC trends
Top 20 devices visiting http://m.abc.net.au are:
 iOS 62% [up from 44% in Aug/10]
 BlackBerry 5% [down from 24% in Aug/10]
 Symbian 4% [down from 18% in Aug/10]
5% 4% 1%
 Android 28% [up from 6% in Aug/10]
iOS
28% Android
62%
BlackBerry
Symbian
Others
Source: Origin Analytics 27/08/2010 and 20/05/2012 9

10. ABC trends
Apps in downloads
Name Total accumulated
ABC iPhone app 2,154,483
ABC iPad app 706,854
39
ABC Android app 63,904
ABC News widget (bada) 8,475
ABC Java app 10,043
ABC BlackBerry app 1,651
ABC Foodi 196,291
ABC iview 928,741
Apps in 5 years
5
Poh’s Kitchen 330,508
ABC At The Movies 215,972
Play School Art Maker (AU) 111,502
Play School Art Maker (INT) 93,468
Good Game 71,395
50 Four Corners 40,502 Operating systems
Rage 182,922
triple j 424,806
triple j Unearthed 839,312
10
Source: iTunes Connect, Google Play Store, OVI, Samsung Apps, Flurry 22/05/2012

11. Audience feedback
Contact
Social Media
App Store Reviews
11

12. Audience feedback
12

13. ABC on Android
 Yes, it took us a long while to
update... 3 years of user feedback!
 Growth is slow when compared to iOS
but significant when compared to
competitors on Google Play
 ABC committed to more updates soon;
new apps are under production now
Over 63,000 downloads
8,000+ active users per week
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14. ABC iPhone app
 Building a daily habit
 Strong demand for rich media
+ WiFi and 3G
+ Live and on demand
+ Short form and long form
 3rd party dependencies
+ designing for retina and non-retina
+ multitasking Over 2.1 million downloads
70,000+ active users per week
+ social media API changes
14

15. ABC iview
 The most engaging app distributed
by the ABC; developed in-house
 Demand for iPhone and video over 3G
leading to new universal app in June;
discussing Android version
 Multiplatform strategy; 350h of new
content each week; 27% of all Over 900,000 downloads
97,000+ active users per week
video accessed from mobile devices
15

16. Play School Art Maker
 Tested to exhaustion with target
audience (2-4 Aussie kids)
 Different versions for the Australian and
international markets (content rights)
 Quality services needs clear goals,
experimentation and can’t be rushed
Over 200,000 downloads
54,000+ active users per week 16

17. triple j Unearthed
 It’s all about passion and convenience
+ music 24/7, anywhere you are
 Single sign on between site and app
+ Synchronised playlists
 Raising awareness via social media
 App Store and discoverability
Over 830,000 downloads
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18. Australia Votes
 Single purpose/event application
 There are no miracles in mobile app
development
 Getting the metadata right
+ twitter #tags
+ Antony Green predicts
+ Subtle changes on AEC feed
 Social media can make it or break it
+ top 100 global chart before 6pm, 21/08
+ technical failures exposed virally fast
Around 60,000 downloads
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19. The future ahead
 Forget mobile phone, think mobile computing
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20. The future ahead
Some food for thought...
 Do we have media files encoded in the right format?
 Do we have servers, storage and distribution capacity?
 Should we stream or download?
 Do we have content rights?
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21. Only the tip of the iceberg
 Content production
+ Our goal is to make our content available in more places, at any time
+ Success of the broadcaster in an IP world poses business challenges
+ ABC Online must become mobile friendly
+ Mobile services will require ongoing support for sustainable growth
 Content gathering
+ Mobile no longer as a consumption device
+ How do we share mobile produced content with other ABC channels
+ MDM to enable reliable and secure BYO environment
21

22. Signing off...
QUESTIONS?
Manuela Davidson
Mobile Executive Producer, ABC Innovation
e: davidson.manuela@abc.net.au 22
t: @manueladavo