4. mark challinor

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4. mark challinor

  1. 1. Making it Mobile @ The Telegraph Mark Challinor, Director of Mobile, Telegraph Media GroupBLN March 2012 1
  2. 2. Background – the mobile market • Five years ago, the mobile landscape was… • There were mobile phone apps, but the app store concept as we know it now was still years away. • Huge difference in speed and in scope than it is today 2007 2012 2017MOBILE MASTERCLASSH1 2012
  3. 3. Background – the mobile market • Keypad to touchscreen • 2G to 3G/4G • “social” as an afterthought, to social intrinsic… • …and to a world full of apps. 2007 2012 2017 BLN March 2012
  4. 4. Background – the mobile market • Faster devices • More complex - replace workstations and notebooks • Portable/wireless devices 2007 2012 2017 BLN March 2012
  5. 5. The Kindle Fire BLN March 2012
  6. 6. Opportunities in 2012 More awareness Companies are More questioning “waking up” to mobile The rise of smartphones (easier) Mobile 2012 advertising, sponsorship Increase in etc. bandwidth (LTE) Better content availability: more Mobile metrics Case studies local, personal, now available! relevant, engaging… BLN March 2012
  7. 7. this changes everything?BLN March 2012
  8. 8. Unexpected truths? • There are more over 55s with iPads than under 35s • 25% of iPad owners say their iPad usage has been additional to their current media consumption i.e. not at the expense of other media • 50% of owners share their iPad with other members of their family (Understanding household consumption patterns is vital (2 per h/hold). “Fair use policy”) Source: YouGov survey of iPad owners, 2011 BLN March 2012
  9. 9. What has The Telegraph experienced reaching mobile audiences?BLN March 2012
  10. 10. Mobile at the Telegraph BLN March 2012
  11. 11. Fantasy Games BLN March 2012
  12. 12. Formats BLN March 2012
  13. 13. The Telegraph iPad News Free but not free! Rolls Royce not Ferrari BLN March 2012
  14. 14. Continuous dialogue +50% of app users gave an email address +100k tech email +12 focus database groups +1,800 letters to the editor BLN March 2012
  15. 15. Continuous dialogue What they liked… • The product’s closeness to the newspaper rather than the website • Conspicuous editorship • Clean design, sections • “finishability” • Key content – main sections, letters, cartoons, puzzles. • Advertising • Visuals BLN March 2012
  16. 16. iPad advertising market ‘‘iPad is of premium value … advertising… … offers a new and differentiating way of engaging and attracting consumers … attributes more value to brands … is more likely to drive purchases Source: YouGov survey of iPad owners, 2011 BLN March 2012
  17. 17. Our iPad audience • 36% are over 55 • 72% of our iPad owners are male (85% originally) • 27% live in London • 24% Key executives (N. Index 312 for +£60k salary) Source: Telegraph, 2012 BLN March 2012
  18. 18. Telegraph iPad • 40 pages per visit • 35 pages per visit • 16 minutes • 10 minutes Source: Telegraph, 2012 BLN March 2012
  19. 19. Day and Evening peaks Weekday peak is 7am Weekend peak is 8 - 9am Source: Webtrends BLN March 2012
  20. 20. All part of a mobile and tablet strategy Build customer interaction Data collection opportunity Generate new revenue Facilitate content collection & distribution Added value to advertisers Provide bridge to younger audiences Brand association new technology BLN March 2012
  21. 21. Growth and ‘joining up’ Mobile Apps BLN March 2012
  22. 22. New features for new audiences • 700 editorial sections • Personalisation • Live market data • Offline reading • Embedded multimedia • Breaking News push alerts BLN March 2012
  23. 23. Premiership video highlights • Video highlights of all Barclays Premiership matches •Available from 4.55pm on Saturdays •Shown as live for Sunday & Weekday matches BLN March 2012
  24. 24. Growth and ‘joining up’ Mobile Apps Digital Pack Print Pack BLN March 2012
  25. 25. Proven success – New York Times  300,000 digital subscribers  Increase in print subscriptions  Retained advertising revenue BLN March 2012
  26. 26. Growth and ‘joining up’ Mobile Apps Digital Pack Print Pack Additional content added throughout 2012 to keep product fresh and re-marketable Weekend supplements? BLN March 2012
  27. 27. Olympics on iPad BLN March 2012
  28. 28. Cascade BLN March 2012
  29. 29. Target by… Network operator Handset Time of day Day of weekBLN March 2012
  30. 30. New formats find your nearest BLN March 2012
  31. 31. New formats slide show BLN March 2012
  32. 32. New formats video banner BLN March 2012
  33. 33. New landscape, new devices, new formats… what else do we need to consider?BLN March 2012
  34. 34. Measurement Need for clear and transparent measurement Active users How many? For how long? Dwell times What did they do? Engagement BLN March 2012
  35. 35. Increasing interaction…and makingmoney from mobile 1. Mobile payments 2. Quick Response (QR) Codes / Digital Watermarking 3. Augmented Reality (AR) 4. Location-based services 5. Mobile Social 6. SMS / Text messaging BLN March 2012
  36. 36. Mobile payments $670bn • Take over from credit cards? • NFC (Barclaycard/Oyster/Pingit) • In-app Purchase (Bjork) $240bn • QR/2D bar codes, mobile POS, and SMS transactions • Apple, Amazon , Google and eBay • Paypal claim… • Trust/building confidence/UE is key! 2011 2015 Source: eMarketer, 2011MOBILE MASTERCLASSH1 2012
  37. 37. BLN March 2012
  38. 38. OlympicsSamsung and Visa “Paywave”3000 wireless payment terminals across venues£15 max. Above…passcode requiredBalance check/transaction historyGoogle Wallet only US. Will they follow suit? BLN March 2012
  39. 39. BLN March 2012
  40. 40. BLN March 2012
  41. 41. Augmented reality BLN March 2012
  42. 42. MOBILE MASTERCLASSH1 2012
  43. 43. The Era of Consumer Choice/Voice Telegraph app 2012MOBILE MASTERCLASSH1 2012
  44. 44. Ultimately… of mobile networks & of Virtual and data services physical payments convergence of physical, of mobile and augmented and online virtual reality platforms BLN March 2012
  45. 45. Key lessons1. Thinking about ourfuture audiences & where they’ll be.2. Remembering it’s a new space for everyone. No panacea.3. Not just about making money.4. Have mobile strategies! Tailored. Build in experiments.5. Dominate our markets withrelevant mobile services/apps.6. Focus on mobile optimisation of all content in our ecosystems.7. Make our audiences feel important and entertain them when possible BLN March 2012
  46. 46. The mobile opportunity New, New Database modern dimension way Revenue Content Enhance Rejuvenate stream distributor BLN March 2012
  47. 47. Know your audiences BLN March 2012
  48. 48. The Telegraph Family Luxurious, complete, older NEWSPAPER demographic (weekday), lifestyle (weekend) SMARTPHONE Breaking news, utility or fun Highly curated, once-a-day, TABLET aimed at time-poor, younger demographic Search-driven; archive and multi- WEB media BLN March 2012
  49. 49. Future of Newspapers? • Traditional media is driving the agenda for the reinvention of the news industry • Print remains an important part of the mix • Mobile is an integral part of that future • The Telegraph is committed to a world class, multi-platform, multi-channel future. • Commitment to advertisers and readers into the new future! BLN March 2012
  50. 50. Thanks for listening! Making it Mobile @ The Telegraph Mark Challinor, Director of Mobile, Telegraph Media GroupBLN March 2012 Twitter: @Challinor

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