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4. mark challinor

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  • 1. Making it Mobile @ The Telegraph Mark Challinor, Director of Mobile, Telegraph Media GroupBLN March 2012 1
  • 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. 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. Background – the mobile market • Faster devices • More complex - replace workstations and notebooks • Portable/wireless devices 2007 2012 2017 BLN March 2012
  • 5. The Kindle Fire BLN March 2012
  • 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. this changes everything?BLN March 2012
  • 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. What has The Telegraph experienced reaching mobile audiences?BLN March 2012
  • 10. Mobile at the Telegraph BLN March 2012
  • 11. Fantasy Games BLN March 2012
  • 12. Formats BLN March 2012
  • 13. The Telegraph iPad News Free but not free! Rolls Royce not Ferrari BLN March 2012
  • 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. 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. 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. 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. Telegraph iPad • 40 pages per visit • 35 pages per visit • 16 minutes • 10 minutes Source: Telegraph, 2012 BLN March 2012
  • 19. Day and Evening peaks Weekday peak is 7am Weekend peak is 8 - 9am Source: Webtrends BLN March 2012
  • 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. Growth and ‘joining up’ Mobile Apps BLN March 2012
  • 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. 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. Growth and ‘joining up’ Mobile Apps Digital Pack Print Pack BLN March 2012
  • 25. Proven success – New York Times  300,000 digital subscribers  Increase in print subscriptions  Retained advertising revenue BLN March 2012
  • 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. Olympics on iPad BLN March 2012
  • 28. Cascade BLN March 2012
  • 29. Target by… Network operator Handset Time of day Day of weekBLN March 2012
  • 30. New formats find your nearest BLN March 2012
  • 31. New formats slide show BLN March 2012
  • 32. New formats video banner BLN March 2012
  • 33. New landscape, new devices, new formats… what else do we need to consider?BLN March 2012
  • 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. 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. 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. BLN March 2012
  • 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. BLN March 2012
  • 40. BLN March 2012
  • 41. Augmented reality BLN March 2012
  • 42. MOBILE MASTERCLASSH1 2012
  • 43. The Era of Consumer Choice/Voice Telegraph app 2012MOBILE MASTERCLASSH1 2012
  • 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. 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. The mobile opportunity New, New Database modern dimension way Revenue Content Enhance Rejuvenate stream distributor BLN March 2012
  • 47. Know your audiences BLN March 2012
  • 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. 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. Thanks for listening! Making it Mobile @ The Telegraph Mark Challinor, Director of Mobile, Telegraph Media GroupBLN March 2012 Twitter: @Challinor