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Telegraph Media Group (UK) – A Year with the iPad

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Tim Rowell, Director of Mobile Product Development

How the Telegraph’s iPad product development has evolved over the last 12 months culminating in the recent launch of Telegraph for IPad v2.0. Tim flew over from London to give an insight into the decision-making process and the customer research that led to The Telegraph’s first paid for iPad product.

Published in: Technology, News & Politics
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Telegraph Media Group (UK) – A Year with the iPad

  1. 1. A year with the iPad <ul><li>Tim Rowell </li></ul><ul><li>Director, Mobile Product Development </li></ul><ul><li>Telegraph Media Group </li></ul><ul><li>[email_address] </li></ul><ul><li>+44 7775 410 645 </li></ul>
  2. 2. Who we are <ul><li>Publishers of the Daily Telegraph, Sunday Telegraph and telegraph.co.uk </li></ul><ul><li>Daily Telegraph - circulation 651,000 (Jan 2011) </li></ul><ul><li>Sunday Telegraph - circulation 500,000 (Jan 2011) </li></ul><ul><li>Telegraph.co.uk - 31 million U.U. (Jan 2011) </li></ul><ul><li>Profitable newspaper group. </li></ul><ul><li>Pre-tax profits £53.1m (2009) </li></ul><ul><li>Largest quality daily newspaper in the UK </li></ul><ul><li>340,000 print subscribers </li></ul>
  3. 3. January 2010
  4. 4. The key questions <ul><li>Who would buy the iPad? </li></ul><ul><li>Would they be Telegraph readers? </li></ul><ul><li>How would people use the device? </li></ul><ul><li>A live breaking news product or an edition? </li></ul><ul><li>What should the difference be between telegraph.co.uk and the iPad app? </li></ul><ul><li>How will we deliver content to the iPad? </li></ul>We could only answer some of the questions
  5. 5. Telegraph for iPad v1 Sept 2010
  6. 8. 160,000 downloads
  7. 9. 70,000 individual users in April
  8. 10. Average user used the app 7-10 times a month
  9. 11. Weekends are more popular than weekdays
  10. 12. Peaks at 7am and after 9pm
  11. 13. 60,000 gave us their data
  12. 14. Who are the users? Age
  13. 16. Research, research, research <ul><li>Surveyed 20,000 users (response rate of 32%) </li></ul><ul><li>8 focus groups </li></ul><ul><li>Reviewed the competition constantly </li></ul><ul><li>Feedback in the app </li></ul>
  14. 17. What the users wanted <ul><li>Finite, finishable </li></ul><ul><li>Print </li></ul><ul><li>Once a day edition (no updates) </li></ul><ul><li>Familiar elements of the newspaper </li></ul><ul><li>Crossword, Sudoku, Cartoons </li></ul><ul><li>Archive </li></ul><ul><li>Simple to use </li></ul><ul><li>Unwilling to pay... </li></ul>
  15. 18. Launch <ul><li>May 2011 </li></ul><ul><li>Free to download </li></ul><ul><li>Auto-renewable subscription and daily edition </li></ul><ul><li>Free for our 340,000 print subscribers </li></ul>
  16. 19. Lessons learned <ul><li>iPad is not a direct substitute for print (yet...) </li></ul><ul><li>Users wanted a curated product </li></ul><ul><li>Content production is the headache, building the app is trivial </li></ul><ul><li>More over 55s with iPads than there are under 35s </li></ul><ul><li>Apple... </li></ul><ul><li>Readers are willing to pay </li></ul>
  17. 20. Thank you

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