Looking through
       a black mirror.
A second view on content, media & advertising.

        by @ndecrock and @cvanrhijn
First view on ‘The Tablet’
A lean mean mobile machine
The story starts on November 19
                     2007

                3.000.000 Kindles
               630.000 book t...
Kindle was in 2009 the
     bestselling product of
    Amazon. For the first time
the webshop sold more e-books
       tha...
In April it broke through.
    2010

3.500.000 iPads
  25.000 apps


    August
    2010
3,3 million iPads sold in three months
Number of days it took to reach 1 mio units sold
Don’t compare a watch with a time machine.
The tablet is the first lean
back, lean forward device.
✓ Reading
✓ Watching
✓ Working
✓ Browsing
✓ Learning
✓ Gaming
✓ Communicating
iPad is not used like a desktop PC
Evening iPad reading on a sofa
Different usage in comparison to smartphones
iPad Consumer Usage Study
     iPad preferred method of reading newspapers and magazines


         7%

                  ...
iPad Consumer Usage Study
                        iPad preferred method of reading books


           7%

     4%

       ...
So, it’s better than a newspaper huh ?
But it’s the
apps, stupid.
iOS users have the widest choice
Number of mobile apps available (paid & free), in thousands




    285         130      ...
2. A second view on Content
  Inside Out the Newsroom
From Morning Paper to News Brand
                                                   always up to date

                   ...
Third Window or 3rd Dimension



       paper              internet and              tablets
                         mobi...
Redefining content for different dimensions
‣ Adapting to new media ‘consumption’ behaviour
‣ Profiled advertising
Key Success Elements for reader

         richness of the
         content offer


         open platform
                ...
Key Success Elements for publisher

          profitable pricing      a premium price for
          model                 ...
The ‘not invented here syndrome’ is gone. Finally.
3. A second view
on media & advertising.
A second view watching that other lean back medium. TV.
Watch F1 drivers LIVE from the iPad




  Formula One 2010 Timing and Track Positioning Application
Interact with exclusive ‘synced’ content




           ABC's My Generation Sync
Advertisers will like their glossy ads.
Advertisers like their ads to be exclusive.




Sponsoring is back in business. Free apps thx to advertisers.
Advertisers will like their ads BIG.
Extra large
            !
Advertisers (and consumers)
will like their interactive ads.
Introducing:
Lean Back Power
30 seconds
= user interaction with
online ad on iPad


6x
= six times longer than an
ad on de...
x

 live profiling
 > one2one
opportunities
Beware of the (r)Evolution in Media Land


           >                >


   local                      global
“iAd will turn the world of mobile
    advertising upside down"
              Rob Master,
North American Media Director of...
The first real b2B
                    mobile device




Improve Product Demos • Trade Show Info Capture • More Multimedia...
x

    1 out of 5
US doctors wants
   to buy iPad
But, no need to rush



                       It has only begun.
Thanks for
looking through
the black mirror.
  @ndecrock and @cvanrhijn
Looking through a black mirror
Looking through a black mirror
Looking through a black mirror
Looking through a black mirror
Looking through a black mirror
Looking through a black mirror
Looking through a black mirror
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Looking through a black mirror

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A second view on content, media and advertising for iPad and tablet devices in general. What is it all about and how can it affect our way of looking at media consumption.

Presented at the Digital Marketing seminar for the Marketing Foundation in Belgium.

Published in: Business
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  • SHAHID AHMED
    E-MAIL : shahidahmed.net@gmail.com , shahidahmed.netbrain@yahoo.com .
    ADDRESS : Village Dhoke Bhartal C/O Bani Afghan ,Near peer Pehai,Post Office Dhoke Bhartal, District Mianwali Punjab, Pakistan, P/o Mari Indus 42350.
    Cell no:03245135839, CELL NU:03063954365
    SUBJECT APPLICATION FOR THE POST OF `SENIOR OPERATOR /SENIOR PLANT PRODUCTION TECHNICIAN |SENIOR SUPERVISOR PLANT.
    To seek a good position in an Organization where I could properly utilize & faster my operation skills . Petrochemical plants(EDC,VCM,PVC),oil&gas plants or well wire line operations, LPG extraction process , LNG,co2 production, ammonia & fertilizer productions plants(operations&processes),oil refineries , coke & Food beverage, Energy power plants(thermal,hydro,hydel,wind,solar etc), Care taker for all kinds of Grid stations , Awareness of water treatment system etc()all kinds of operations & processing plants .
    OBJECTIVES
    ACADEMIC CREDENTIALS 1. F.Sc (Pre. Engineering) XII
    Inter Science From Higher Secondary School
    Government National College, Karachi (KARACHI BOARD)
    2. Matriculation (With Science) X
    From secondary school Shama White Hall School Karachi (KARACHI BOARD)
    3. Under Graduate B.com from Karachi university. (past)

    COMPUTER SKILLS • MS-OFFICE
    


    PROFESSIONAL EXPERIENCE



    PROFESSIONAL TRAINING XVI years Experience in Commissioning, Eraction and Operation Experience. Work in Urea,Ammonia Chemical Plants + 09 years with Boiler&Gas Turbine Operation’s Engineering experience(Knowledge in Hydel , Hydro, Thermal, Wind, Solar Energy etc.).
    (09) 8.8 Years PAK-AMERICAN FERTILIZER(Ammonia Plant) with Boiler & Gas turbine operation engineering experience ( In PAFL Boiler engineering experience at the place of Ammonia Reforming section) AND very good knowledge of Oil &Gas plants also
    7 Years experience Chemical handling of leather Manufacturing (Dying and Processing) AND Clerk & accountability (and supervision of staff )duty done at the place of Karachi Pakistan in company of shaheen leather craft(korangi industrial area no31) & Al-jawad trading corporation (Botal gali light house)at another industry .
    Total = 16 years Experience.
    Toyo (Tech.) Engineering Corporation Japan 5 months training Program.
    PLANT SKILLS In Depth knowledge of plant operation with very good knowledge and experience in plant trouble shooting.
    Monitor and analyze performance of Process Flow Operations.
    Acquainting in Process Calculations such as thermal design and rating of heat exchangers , pump, and compressor hydraulic , pressure relief valve capacity hydraulic calculations and line sizing.
    Perform safety reviews and process hazard analysis.
    Experience in process simulation to validate & analyze plant change or problem.
    Experience in the implementation of advance process.
    INTERESTS Increase the knowledge about plant process & operation other Computer Science Work
    PERSONAL INFORMATION NAME : SHAHIDAHMED
    Father Name: : Sultan Ahmed
    NIC number : 38302-1242403-1 Nationality : Pakistani
    Date of birth : 17 Sep 1976 , National tax nu:1959271
    Driving License No: 5845-MI ,Religion: Islam
    Passport number : GY1154031
    National Guards Corps Certificate for 20% Merit advantage job NCC no is:689588
    References PEACE AUTOMATIC

    SHAHID AHMED
    E-MAIL : shahidahmed.net@gmail.com , shahidahmed.netbrain@yahoo.com .

    ADDRESS : Village Dhoke Bhartal C/O Bani Afghan ,Near peer Pehai,Post Office Dhoke Bhartal, District Mianwali Punjab, Pakistan, P/o Mari Indus 42350.
    Cell no:03245135839,CELL NU::03063954365,
    SUBJECT APPLICATION FOR THE POST OF `All kinds of CASHIER & Supervisor ,SALES MAN category any kinds of shops.

    To seek a good position in an Organization where I could properly utilize & faster my operation skills

    OBJECTIVES
    ACADEMIC CREDENTIALS 1. F.Sc (Pre. Engineering) XII
    Inter Science From Higher Secondary School
    Government National College, Karachi

    2. Matriculation (With Science) X
    From secondary school Shama White Hall School Karachi

    3. Under Graduate B.com from Karachi university.(past)
    COMPUTER SKILLS • MS-OFFICE
    



    PROFESSIONAL EXPERIENCE

    KNOWLEDGE AND SKILLS


    INTERPERSONAL COMMUNICATION SKILLS
    LANGUAGE

    5 Years experience in S. Abdul Khaliq sweat shop at Karachi bahadurabad Pakistan .
    Now a days I duty perfume at Bake well bakery F-10 / F-11 Markaz Islamabad Pakistan.
    XVI years Experience in Commissioning, Eraction and Operation Experience. Work in Urea,Ammonia Chemical Plants + 09 years with Boiler&Gas Turbine Operation’s Engineering experience(Knowledge in Hydel , Hydro, Thermal, Wind, Solar Energy etc.).
    (09) 8.8 Years PAK-AMERICAN FERTILIZER(Ammonia Plant) with Boiler & Gas turbine operation engineering experience ( In PAFL Boiler engineering experience at the place of Ammonia Reforming section) AND very good knowledge of Oil &Gas plants also 7(seven)years experience of Clerk & accountability (and supervision of staff )duty done at the place of Karachi Pakistan in company of shaheen leather craft(korangi industrial area no31) & Al-jawad trading corporation (Botal gali light house).
    Good knowledge of the handle local people rules and all kinds of order booking, packing & delivering, skills in clean the shop and material .A high degree of punctuality and reliability is store. Safe good manners.Good sense of direction and knowledge of local conditions.Abblity to handle people & staff with extended working hours..

    Polite and friendly attitude and handle people with utmost respect.Atidy appearance , and a high level of trustworthiness are essential personal attributes .
    Good knowledge(level B) of the official language used at the duty station (English,Urdu etc)
    INTERESTS Increase the knowledge about our professional & other increase the computer skills.
    PERSONAL INFORMATION NAME : SHAHIDAHMED
    Father Name: : Sultan Ahmed
    NIC number : 38302-1242403-1 Nationality : Pakistani
    Date of birth : 17 Sep 1976 , National tax no: 1959271
    Driving License No: 5845-MI , Religion: islam
    Passport number : GY1154031
    National Guards Corps Certificate for 20% Merit advantage job NCC no is:689588
    References
    PEACE AUTOMATIC

    SHAHID AHMED
    E-MAIL : shahidahmed.net@gmail.com , shahidahmed.netbrain@yahoo.com .

    ADDRESS : Village Dhoke Bhartal C/O Bani Afghan ,Near peer Pehai,Post Office Dhoke Bhartal, District Mianwali Punjab, Pakistan, P/o Mari Indus 42350.
    Cell no:03245135839, CELL NO:03063954365
    SUBJECT APPLICATION FOR THE POST OF `UPER DIVISION CLERCK For any kinds of departments AND DATA ENTRY OPERATOR computer operator.
    To seek an excellent position there I will improve my skills.
    OBJECTIVES
    ACADEMIC CREDENTIALS
    1. F.Sc (Pre. Engineering) XII
    Inter Science From Higher Secondary School
    Government National College, Karachi (KARACHI BOARD)
    2. Matriculation (With Science) X
    From secondary school Shama White Hall School Karachi (KARACHI BOARD)
    3. Under Graduate B.com from Karachi university.(past)
    COMPUTER SKILLS • MS-OFFICE
    


    PROFESSIONAL EXPERIENCE




    IIPROFESSIONAL EXPERIENCE XVI years Experience in Commissioning, Eraction and Operation Experience. Work in Urea,Ammonia Chemical Plants + 09 years with Boiler&Gas Turbine Operation’s Engineering experience(Knowledge in Hydel , Hydro, Thermal, Wind, Solar Energy etc.).
    (09) 8.8 Years PAK-AMERICAN FERTILIZER(Ammonia Plant) with Boiler & Gas turbine operation engineering experience ( In PAFL Boiler engineering experience at the place of Ammonia Reforming section) AND very good knowledge of Oil &Gas plants also
    07 Years experience at another industry .
    Total = 16 years Experience.
    Toyo (Tech.) Engineering Corporation Japan 5 months training Program.

    7(seven)years experience of Clerk & accountability (and supervision of staff )duty done at the place of Karachi Pakistan in company of shaheen leather craft(korangi industrial area no31) & Al-jawad trading corporation (Botal gali light house).
    INTERESTS Increase the knowledge about Our Professionals and other Computer Science Work
    LANGUAGE Good knowledge(level B) of the official language used at the duty station (English, Urdu etc)
    Interpersonal Communications skills
    Polite and friendly attitude and handle people with utmost respect. A tidy appearanace, discretion and a high level of trustworthiness are essential personal attributes.
    PERSONAL INFORMATION NAME : SHAHIDAHMED
    Father Name: : Sultan Ahmed
    NIC number : 38302-1242403-1 Nationality : Pakistani
    Date of birth : 17 Sep 1976 , National tax nu:1959271
    Driving License No: 5845-MI
    Passport number : GY1154031 , National Guard Cadet Corps 20% Merit advantage for job no is:NCC689588
    References PEACE AUTOMATIC






    SHAHID AHMED
    E-MAIL : shahidahmed.net@gmail.com , shahidahmed.netbrain@yahoo.com .

    ADDRESS : Village Dhoke Bhartal C/O Bani Afghan ,Near peer Pehai,Post Office Dhoke Bhartal, District Mianwali Punjab, Pakistan, P/o Mari Indus 42350.
    Cell no:03245135839,CELL nu::03063954365,
    SUBJECT APPLICATION FOR THE POST OF `Hotel Receptionist, Hospital Receptionist , Driver,Hotel Customer services,Hotel room services , Chemist shopes and others.
    To seek a good position in an Organization where I could properly utilize & faster my operation skills
    OBJECTIVES
    ACADEMIC CREDENTIALS 1. F.Sc (Pre. Engineering) XII
    Inter Science From Higher Secondary School
    Government National College, Karachi

    2. Matriculation (With Science) X
    From secondary school Shama White Hall School Karachi

    3. Under Graduate B.com from Karachi university.(past)
    COMPUTER SCEINCE SKILLS • MS-OFFICE
    



    PROFESSIONAL EXPERIENCE



    LANGUAGE

    KNOWLEDGE AND SKILLS
    INTERPERSONAL COMMUNICATION SKILLS

    5 Years experience in USE Personal car and Suzuki pick up and full Knowledge about engines mechanical auto engineering front wheel and back wheel cars desiel ,petrol and gas turbines engines(BMW,sports cars).full knowledge about engines Mechanical works don’t worry. XVI years Experience in Commissioning, Eraction and Operation Experience. Work in Urea,Ammonia Chemical Plants + 09 years with Boiler&Gas Turbine Operation’s Engineering experience(Knowledge in Hydel , Hydro, Thermal, Wind, Solar Energy etc.).
    (09) 8.8 Years PAK-AMERICAN FERTILIZER(Ammonia Plant) with Boiler & Gas turbine operation engineering experience ( In PAFL Boiler engineering experience at the place of Ammonia Reforming section) AND very good knowledge of Oil &Gas plants also 7(seven)years experience of Clerk & accountability (and supervision of staff )duty done at the place of Karachi Pakistan in company of shaheen leather craft(korangi industrial area no31) & Al-jawad trading corporation (Botal gali light house).
    Good knowledge(level B) of the official language used at the duty station (English,Urdu etc)

    Good knowledge of the local driving rules and registration ,skills in minor vehicle repair.A high degree of punctuality and reliability is store. Safe driving manners.Good sense of direction and knowledge of local conditions.Abblity to cope with extended working hours..

    Polite and friendly attitude and handle people with utmost respect.Atidy appearance, direction and a high level of trustworthiness are essential personal attributes .
    INTERESTS
    Increase the knowledge about Our Professionals and other Computer Science Work.
    PERSONAL INFORMATION NAME : SHAHIDAHMED
    Father Name: : Sultan Ahmed
    NIC number : 38302-1242403-1 Nationality : Pakistani
    Date of birth : 17 Sep 1976 , National tax no: 1959271
    Driving License No: 5845-MI , NOW HTV apply ,Religion:Islam
    Passport number : GY1154031
    National Guards Corps Certificate for 20% Merit advantage job NCC no is:689588
    References PEACE AUTOMATIC



    SHAHID AHMED
    E-MAIL : shahidahmed.net@gmail.com , shahidahmed.netbrain@yahoo.com .

    ADDRESS : Village Dhoke Bhartal C/O Bani Afghan ,Near peer Pehai,Post Office Dhoke Bhartal, District Mianwali Punjab, Pakistan, P/o Mari Indus 42350.
    Cell no:03245135839, CELL NU:03063954365
    SUBJECT APPLICATION FOR ` THE POST OF “ SPECIAL AGENT ..
    To seek an excellent position there I will improve my skills.
    OBJECTIVES
    ACADEMIC CREDENTIALS 1. F.Sc (Pre. Engineering) XII
    Inter Science From Higher Secondary School
    Government National College, Karachi (KARACHI BOARD)

    2. Matriculation (With Science) X
    From secondary school Shama White Hall School Karachi (KARACHI BOARD)

    3. Under Graduate B.com from Karachi university.(past)
    COMPUTER SKILLS • MS-OFFICE 


    PROFESSIONAL EXPERIENCE


    PROFESSIONAL TRAINING XVI years Experience in Commissioning, Eraction and Operation Experience. Work in Urea,Ammonia Chemical Plants + 09 years with Boiler&Gas Turbine Operation’s Engineering experience(Knowledge in Hydel , Hydro, Thermal, Wind, Solar Energy etc.).
    (09) 8.8 Years PAK-AMERICAN FERTILIZER(Ammonia Plant) with Boiler & Gas turbine operation engineering experience ( In PAFL Boiler engineering experience at the place of Ammonia Reforming section) AND very good knowledge of Oil &Gas plants also 7(seven)years experience of Clerk & accountability (and supervision of staff )duty done at the place of Karachi Pakistan in company of shaheen leather craft(korangi industrial area no31) & Al-jawad trading corporation (Botal gali light house).
    Total = 16 years Experience.
    Toyo (Tech.) Engineering Corporation Japan 5 months training Program.
    National Cadet Corps Tanning Program.
    INTERESTS Increase the knowledge about Our Professionals and other Computer Science Work
    LANGUAGE Good knowledge(level B) of the official language used at the duty station (English, Urdu etc)

    Knowledge and skills Good knowledge of skills. Ability to cope with extended working hours.And very High Brave Person ( Beast Fighter men with Judo Crate AND BEST STEMNA )
    Interpersonal Communications skills
    Polite and friendly attitude and handle people with utmost respect. A tidy appearance, discretion and a high level of trustworthiness are essential personal attributes.
    PERSONAL INFORMATION NAME : SHAHIDAHMED
    Father Name: : Sultan Ahmed
    NIC number : 38302-1242403-1 Nationality : Pakistani
    Date of birth : 17 Sep 1976 , National tax nu:1959271
    Driving License No: 5845-MI , Religion : islam Muslim
    Passport number : GY1154031
    National Guards Corps Certificate for 20% Merit advantage job NCC no is:689588
    References PEACE AUTOMATIC
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Looking through a black mirror

  1. 1. Looking through a black mirror. A second view on content, media & advertising. by @ndecrock and @cvanrhijn
  2. 2. First view on ‘The Tablet’ A lean mean mobile machine
  3. 3. The story starts on November 19 2007 3.000.000 Kindles 630.000 book titles August 2010
  4. 4. Kindle was in 2009 the bestselling product of Amazon. For the first time the webshop sold more e-books than paper books.
  5. 5. In April it broke through. 2010 3.500.000 iPads 25.000 apps August 2010
  6. 6. 3,3 million iPads sold in three months Number of days it took to reach 1 mio units sold
  7. 7. Don’t compare a watch with a time machine.
  8. 8. DEAR IPAD USER, HAVE YOU LOOKED IN THE MIRROR LATELY ? “iPad user are Selfish, unkind, over-achieving and power-hungry” Yeah. Yeah. Source: Wired, August 2010
  9. 9. The tablet is the first lean back, lean forward device.
  10. 10. ✓ Reading ✓ Watching ✓ Working ✓ Browsing ✓ Learning ✓ Gaming ✓ Communicating
  11. 11. iPad is not used like a desktop PC
  12. 12. Evening iPad reading on a sofa Different usage in comparison to smartphones
  13. 13. iPad Consumer Usage Study iPad preferred method of reading newspapers and magazines 7% 12% 24% 26% 31% 0% 10% 20% 30% 40% e-Reader Mobile phone Print Laptop/PC iPad Source: Cooper Murphy Webb, 2010
  14. 14. iPad Consumer Usage Study iPad preferred method of reading books 7% 4% 36% 12% 41% 0% 12,5% 25% 37,5% 50% e-Reader Mobile phone Print Laptop/PC iPad Source: Cooper Murphy Webb, 2010
  15. 15. So, it’s better than a newspaper huh ?
  16. 16. But it’s the apps, stupid.
  17. 17. Source: MobClix index, July 2010
  18. 18. iOS users have the widest choice Number of mobile apps available (paid & free), in thousands 285 130 27 13 10 Nokia BlackBerry
  19. 19. 2. A second view on Content Inside Out the Newsroom
  20. 20. From Morning Paper to News Brand always up to date quick scan iinteractivity internet reference morning paper quick scan quick scan news overview on the move reading moment on the move backgrounds and analysis reading moment breaking news information search breaking news reading moment 07:00 24:00 getting up commute work or school break work or school evening and relax breakfast
  21. 21. Third Window or 3rd Dimension paper internet and tablets mobile (internet) • news overview • alerts • current affairs and • background and • breaking news backgrounds analysis • geolocal info • infographics • that day’s debate or • archives • video hot topic • reference • interactivity • interactivity
  22. 22. Redefining content for different dimensions ‣ Adapting to new media ‘consumption’ behaviour ‣ Profiled advertising
  23. 23. Key Success Elements for reader richness of the content offer open platform different platforms of choice experience ease of use, always-on connectivity and providing an unique experience
  24. 24. Key Success Elements for publisher profitable pricing a premium price for model premium content control the value chain keep the customer for subscriptions and profiled relationship advertising in the future multi-platform keep you independence and have the opportunity to earn the investments back by leveraging on different platforms
  25. 25. The ‘not invented here syndrome’ is gone. Finally.
  26. 26. 3. A second view on media & advertising.
  27. 27. A second view watching that other lean back medium. TV.
  28. 28. Lean back + lean back = content2
  29. 29. Watch F1 drivers LIVE from the iPad Formula One 2010 Timing and Track Positioning Application
  30. 30. Interact with exclusive ‘synced’ content ABC's My Generation Sync
  31. 31. Advertisers will like their glossy ads.
  32. 32. Advertisers like their ads to be exclusive. Sponsoring is back in business. Free apps thx to advertisers.
  33. 33. Advertisers will like their ads BIG.
  34. 34. Extra large !
  35. 35. Advertisers (and consumers) will like their interactive ads.
  36. 36. Introducing: Lean Back Power 30 seconds = user interaction with online ad on iPad 6x = six times longer than an ad on desktop PC
  37. 37. x live profiling > one2one opportunities
  38. 38. Beware of the (r)Evolution in Media Land > > local global
  39. 39. “iAd will turn the world of mobile advertising upside down" Rob Master, North American Media Director of Unilever.
  40. 40. One more thing: The Tablet means business.
  41. 41. The first real b2B mobile device Improve Product Demos • Trade Show Info Capture • More Multimedia Content
  42. 42. x 1 out of 5 US doctors wants to buy iPad
  43. 43. But, no need to rush It has only begun.
  44. 44. Thanks for looking through the black mirror. @ndecrock and @cvanrhijn

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