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Report Web goes mobile 5
 

Report Web goes mobile 5

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    Report Web goes mobile 5 Report Web goes mobile 5 Presentation Transcript

    • Web Goes Mobile 5 report Tablets: new business for media?
    • Program
      • Tablets: A second life for publishers?
      • @juansenor
      • Pecha Kucha:
          • Advertiser case Study: AXA on mobile
          • Tablets as a second screen, future possibilities
          • Smartphone and tablet advertising, first findings
          • Building Leadership in Mobile Publishing
      • The iPad: a new device, a new approach for Sanoma Digital @jorisheuk
      • Hope is not a strategy – How to develop a mobile publishing strategy
      • @steve_wing
    • Tablet landscape
      • Ramping faster than any thing else
      • Hype
    • Every body wants a tablet Study Gartner & Boston institute
    • I need a dollar
      • Only 1 out of 3 apps is paying
      • Angry birds
      • = Paid app Apple vs free app Android
      • Android has more revenue out of in-app advertising
    • Tablets: A second life for publishers?
      • Juan Señor - Partner at Innovation Media Consulting
      • Innovation of magazines :
      • Searching for new life
      • Good journalism = good business
      • => create information engine
      • Re invent the way we tell stories
      • to save the industry
    • Tablets: A second life for publishers?
      • A story has a beginning and an end
      • So do magazines too
      • But the internet is infinite
    • Tablets: A second life for publishers?
      • Re invent stories to save the industry
      • To do for journalists => deconstruct
      • New grammar = tablets
    • Tablets: A second life for publishers?
      • iPad ≠ newspaper on steriods
      • Don’t use app as shovelware
      • App ≠ printy
      • App ≠ web
      • Bring news that users can touch, watch and read
    • Tablets: A second life for publishers?
      • ‘ why do we fall sir? so we can better learn to pick ourselves up’ Alfred the butler in Batman Begins
      • Info graphics
      • Unique videos
      • Slideshows
      • Satirical Caricatures / Art
      • App about Sarkozy’s women? -> there is a target audience
      • So unbundle because we can
    • Tablets: A second life for publishers?
      • iPad means iPay
      • Change mentality
      • If the story is good, people will pay
      • Difference in content for payers and non-payers
      • Gather customer data by making apps payable so you attract advertisers
    • Tablets: A second life for publishers?
      • Don’t impulsively bite the apple
      • Tablet & newspaper can co exist
      • Video morphing
      • Developers (5 devs/journalist)
      • A tablet workflow means a payroll which needs a business model
        • Newsfeed
        • Developer
        • iPad editor
    • Pecha kucha
      • Smartphone & tablet advertising : Quick, ING, Keytrade, Starbucks
      • Rich internet experiences
      • Axa case
      • Corelio
    • What kept sticking from Pecha kucha
    • Break
      • Cool twitter wall, only shown during break out of respect for the speakers
    • The iPad: a new device, a new approach for Sanoma Digital
      • @jorisheuk - Director Digital Publishing at Sanoma Digital
      • Shared their very first experiences of their app strategy
      • Compared to first websites
      • => much has changed
      • So will tablet apps do too
      • Why do people use an iPad?
        • To browse the net
        • For things they already know
      • iPad is not regular hardware
      • iPad is multi touch browsing experience
    • The iPad: a new device, a new approach for Sanoma Digital
      • Sanoma Digital want to get the most out of multi touch browsing for the best possible user experience
      • Magazine contains blocks of information => easy to use
      • Start thinking how to use these blocks on tablets so they’re easy to use as well
      • Don’t copy/paste (ironic because that’s how the nu.nl app was brought to life)
    •  
    • The iPad: a new device, a new approach for Sanoma Digital
      • Learnings:
        • Don’t repack the old medium
        • Don’t overestimate existing brands (some brands will be hot on tablets)
        • A magazine on a tablet is more than a private journey (use social features)
        • Success is measured by time spent on
        • Don’t re invent the wheel (cfr star trek pad)
        • Provide multiple entry points (tab is not lineair, make sure your users don’t get lost – Goedele app)
        • Design for fingers, not for eyes only
        • Compared to the web, clicking is boring
        • Get user feedback
    • Hope is not a strategy – How to develop a mobile publishing strategy
      • @steve_wing - Head of Mobile and Digital Attraction at The Guardian
      • Interest in mobile – feel the future
      • Business principles
      • Challanges
      • Mobile = over hyped on short term
      • Mobile = under hyped on long term
    • Hope is not a strategy – How to develop a mobile publishing strategy
      • On mobile since 2000 – bad experience
      • Doing better now
      • Content & experience
        • let users pay for customization
        • Let users pay for experience
        • Give content for free
        • Consumers will provide the requirements for your app's next release. They tell you your blind spots.
    • Hope is not a strategy – How to develop a mobile publishing strategy
      • The Guardian will soon release a new version of their app
      • A lot of users’ expectations have been reworked in the new version
      • e.g. cross word puzzle
      • The Guardian is thinking of making an API for users so they can get the info they want out of the news database
      • Data rich, info poor.
      • Content is king
    • Audience questions
      • Web or App?
        • If no budget => web as an app
      • Inhouse developers or outsource?
        • Outsiders are better, afterwards we’ll bring the knowledge inhouse
      • Mobile advertising?
        • If advertisers want to be on mobile or on tablets, they should develop their own apps
      • Making money out of apps?
        • Not for the moment, but invest, learn and be available for the customers on the platforms they expect you to be
      • Mobile is here and happening
      • It’s the beginning of the future