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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  • Differences of opinion“We have to be on the device, regardless of cost”“It must be live breaking news content”“We should deliver the newspaper on the iPad, produce a page turner”“We need interactive advertising & video advertising”“It must be a paid-for product with a monthly subscription”“The costs of production should be small”
  • FreeOnce a day editionSeven days a weekA selection of contentSimple to usePrint content not web/SEO’d contentOptional data capture
  • 70% UK
  • 11,000 per day
  • This is not a substitute for a print product, it complements print readership
  • 70% UK
  • This is content that is 24 hours old.
  • Name, Email, Age, Gender, Location
  • Average age 4752% are regular Telegraph paper readers30% had no relationship with us before31% are print subscribersAffluent, middle class
  • Name, Email, Age, Gender, Location
  • Oldest user was 94 and loved it but wanted the text size to be a bit bigger
  • Letters page, obituaries, journalists identity, Couldn’t really be further away from the original concept
  • 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 </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> - 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 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