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5# Mobile Key Insights for Publishers

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5 Key Mobile Insights for Publishers:


#1 Existing Tablet Trends
Continue …

#2 Android is losing Developer Support
# app.ft.com

#3 30% of tablet usage is in front of TV

#4 Users are willing to pay for unique information
# the Times

#5 Soon happening: Social Guide next to TV Rankings
# Turntable.fm

Published in: Technology, Business
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5# Mobile Key Insights for Publishers

  1. 1. #5 Mobile Key Insights<br />Steven Selleslags<br /> 18 July 2011<br />
  2. 2. #5 Key Insights<br />#1 Existing Tablet Trends Continue …<br />#2 Android islosingDeveloperSupport<br /> # app.ft.com<br />#3 30% of tablet usage is in front of TV<br />#4Usersare willing to pay for unique information<br /> # the Times<br />#5 Soon happening: Social Guide next to TV Rankings<br /> # Turntable.fm<br />
  3. 3. #1 Existing Tablet Trends Continue …<br />Extremeinterest in purchasing a tablet the nextmonths (10-15% avg. EU)<br />230K tablets in Belgium by End of 2011<br />671K smartphonessold in 2010<br />Users<br />+60% male<br />Higherincome<br />50% between25-44y<br />89% ishighly or veryhighlysatisfied<br />Morningand eveningdevice<br />Most popularactivity on tablets: <br />Surfen<br />Email<br />Apps<br />Most popularapps:<br />Games / Social / Entertainment / News / Sports<br />
  4. 4. #1 Websurfing, News, Email is Most PopularActivityGaming is far lesspopular vs other countries<br />
  5. 5. #2 Android islosingDeveloper Support<br />
  6. 6. app.ft.com - Publishers BypassApple’siTunes Store<br />Case Study<br />Mission: secure a direct relationship with readers<br />Strategy: MaintainiOSappscombinedwith web app<br />Benefits:<br />Web browser access – No app store download needed<br />Automatic enhancements – No need to visit an app store for the latest version<br />Reading offline – The latest edition is automatically stored for offline access<br />Speed – Improved performance on most connections<br />Greater range of content – Including video on iPhone<br />
  7. 7. #3 – 30% of tablet usage is in front of TV<br />
  8. 8. #4 Users are willing to pay for unique information<br />
  9. 9. °July 2010 Strategy - no access to the site without first paying (paywall)<br />Resultsafter a year<br />Reach of 100K digital subscribers (+30% since March11)<br />35K newspaperdownloads per day on iPad (+40% since Feb11)<br />66% decrease of internet readership (vs 90% anticipated)<br />Learnings:<br />it's not turned out to be either/or<br />10K spend >45 min/day reading the paper on iPad<br />Future?<br />Will growth continue or stall?<br />Advertising? <br />Impact of paywall on social media sharing? <br />Case Study<br />
  10. 10. #5 Soon happening: Social Guide next to TV Rankings<br />
  11. 11. #Turntable.fm<br />Case Study<br />TURNTABLE.FM<br /><ul><li> Social DJ (chat)Room
  12. 12. 140K users in </li></ul>betaversion in a few <br />weeks time<br /><ul><li>Hyped as the best </li></ul> social service of 2011<br /><ul><li> Down outside US </li></ul>because of copyright <br /> violation<br />
  13. 13. Social Engagement Loop<br />
  14. 14. #5 Key Insights<br />#1 Existing Tablet Trends Continue …<br />#2 Android islosingDeveloperSupport<br /> # app.ft.com<br />#3 30% of tablet usage is in front of TV<br />#4Usersare willing to pay for unique information<br /> # the Times<br />#5 Soon happening: Social Guide next to TV Rankings<br /> # Turntable.fm<br />

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