Session A Mobile Platforms for Digital Publishing: Potential and Limitations Robert Bosch Berlin, 4. March 2008
Axel Springer AG at a Glance <ul><li>The Axel Springer AG is Germany‘s biggest newspaper publishing house and one of the l...
DIE WELT aggregated Net paid circulation   : 275,597 Circulation: 734,000 readers WELT am SONNTAG   Net paid circulation: ...
WELT MOBIL: the line-extension to the mobile internet of the WELT Group <ul><li>Phase I: Launch in October 2006 </li></ul>...
Usability study shows: Order of priority of mobile content different from classical online usage <ul><li>Main relevance: T...
WELT Mobil reaches the premium target group and  enables access to interesting consumers <ul><li>Welt Mobil – Customers re...
WELT MOBIL focuses on content, performance and usability <ul><li>Phase III of WELT MOBIL in January 2008 </li></ul><ul><li...
Dynamic growth through permanent print and online promotion High public recognition and awareness due to constant crossmed...
High public recognition and awareness due to constant crossmedia promotion campaigns Relaunch  02/2008 (Phase III) Online ...
QR-Codes promote WELT Mobile through print content  After decoding these codes, the user can be directly linked to the cor...
Potential of QR Codes: Interaction and Dialogue  <ul><li>Increase up-to-date-ness and depth of content through the cross l...
WELT Group with its own sales team offers tailor made campaigns  <ul><li>First Media  </li></ul><ul><li>Set up of an own c...
Content and technology drives an attractive and fast  growing field for readers and advertisers <ul><li>Enablement of suff...
<ul><li>Thank you! </li></ul>Welt Mobil
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  • Voiceover Die Multi-Channel-Strategie der WELT: One Brand – All Media Nutzung der Kanäle je nach Eignung und medialer Eigenschaften Echtzeit-Publishing in neuen Channels flankiert durch Klassische Distribution über Abo und Einzelverkauf Zusätzlich Sondervertrieb in Premium-Zielgruppen
  • Session A Mobile Platforms for Digital Publishing: Potential ...

    1. 1. Session A Mobile Platforms for Digital Publishing: Potential and Limitations Robert Bosch Berlin, 4. March 2008
    2. 2. Axel Springer AG at a Glance <ul><li>The Axel Springer AG is Germany‘s biggest newspaper publishing house and one of the leading international media enterprises </li></ul><ul><li>It was established in 1946 and became a listed stock corporation (Aktiengesellschaft) in 1985 </li></ul><ul><li>Its core business are newspapers, magazines and digital distribution channels </li></ul><ul><li>The WELT Group is one of the leading media brands in Germany </li></ul><ul><li>The WELT Group stands for quality journalism oriented towards a well-educated, strong income and opinion-leading readership </li></ul><ul><li>With 5 premium titles in it’s media portfolio, the WELT Group is unique in the German publishing market </li></ul>
    3. 3. DIE WELT aggregated Net paid circulation : 275,597 Circulation: 734,000 readers WELT am SONNTAG Net paid circulation: 409,729 Circulation: 1,225,000 readers mobile online IP TV WELT MOBIL 1,5 million ad impressions per month Quellen: Nielsen Jan 2008, IVW Jan 2008 Editorial: A strong media brand with different products in different channels WELT ONLINE PI‘s: 124 million Visits: 16 million UA: 2,3 million <ul><li>The WELT Group is using Germany’s first integrated newsroom </li></ul><ul><li>The basic principle here is: „Online First“ </li></ul><ul><li>This enables a powerful „ news production“ </li></ul><ul><li>This provides WELT ONLINE with an unequalled choice of </li></ul><ul><li>content, always up-to-date </li></ul>
    4. 4. WELT MOBIL: the line-extension to the mobile internet of the WELT Group <ul><li>Phase I: Launch in October 2006 </li></ul><ul><li>Welt Mobil launched as a beta version only six weeks after the project started </li></ul><ul><li>All main channels available with articles and pictures </li></ul><ul><li>Full online archive with over 600.000 articles </li></ul><ul><li>Finance & trading information, including charts </li></ul><ul><li>Phase II: Relaunch in February 2007 </li></ul><ul><li>Brand new design of WELT MOBIL </li></ul><ul><li>WELT MOBIL as an own brand </li></ul><ul><li>Services like sport and weather information </li></ul>
    5. 5. Usability study shows: Order of priority of mobile content different from classical online usage <ul><li>Main relevance: Topicality </li></ul><ul><li> News ticker </li></ul><ul><li>Still relevant: Infotainment </li></ul><ul><li> Weather, Sports </li></ul><ul><li>Results from the mode of </li></ul><ul><li>usage: </li></ul><ul><li> en-route </li></ul><ul><li> on the way to work/uni </li></ul><ul><li> “ the mobile minutes” </li></ul>Mobile users are focused on the latest News
    6. 6. WELT Mobil reaches the premium target group and enables access to interesting consumers <ul><li>Welt Mobil – Customers reach a premium target group </li></ul><ul><li>High End Devices </li></ul><ul><li>Apple iPhone (without Apple Touch) </li></ul><ul><li>MDA II/III (PDA) </li></ul><ul><li>Nokia N95 </li></ul><ul><li>BlackBerry 8800 </li></ul><ul><li>BlackBerry 8700 </li></ul><ul><li>K800i </li></ul><ul><li>NokiaE61 </li></ul>WELT MOBIL is mainly used by innovators, early adapters and opinion leaders <ul><li>Target group </li></ul><ul><li>Business customers with high end </li></ul><ul><li>devices </li></ul><ul><li>Trendy </li></ul><ul><li>the Iphone, which is the number 1 </li></ul><ul><li>used devices in Feb 2008 for WELT </li></ul><ul><li>MOBIL  Iphone users are 30 times </li></ul><ul><li>more active online than normal </li></ul><ul><li>mobile phone users </li></ul>
    7. 7. WELT MOBIL focuses on content, performance and usability <ul><li>Phase III of WELT MOBIL in January 2008 </li></ul><ul><li>Major goals </li></ul><ul><li>Better usability </li></ul><ul><li>Higher performance </li></ul><ul><li>Enhanced content </li></ul><ul><li>Solution </li></ul><ul><li>New design with enhanced usability </li></ul><ul><li>High Performance Backend (300% faster) </li></ul><ul><li>New sports- and breaking news ticker </li></ul><ul><li>Interlinking of Content </li></ul>
    8. 8. Dynamic growth through permanent print and online promotion High public recognition and awareness due to constant crossmedia promotion Print campaign Print integration Online promotion Successive print promotion in several newspapers and magazines of Axel Springer (WELT, WELT am Sonntag, Computerbild etc.) On going integration of WELT MOBIL in all newspapers of WELT group. Promotion through advertising, references in articles and QR-codes References and links to mobile as well as online ads
    9. 9. High public recognition and awareness due to constant crossmedia promotion campaigns Relaunch 02/2008 (Phase III) Online Promotion Print Pageimpressions
    10. 10. QR-Codes promote WELT Mobile through print content After decoding these codes, the user can be directly linked to the corresponding website. Provide easliy accessible background information of print articles Constant promotion and explanation of the usage creates awareness. It is possible to save various data types in the codes, although in terms of mobile tagging predominantly url are ciphered . Awareness / Promotion Integration Experience
    11. 11. Potential of QR Codes: Interaction and Dialogue <ul><li>Increase up-to-date-ness and depth of content through the cross linking of additional information, such as picture galleries or videos (Youtube) </li></ul><ul><li>Possibility to open an interactive feedback channel (surveys, votings etc.) </li></ul><ul><li>Further revenue sources due to use codes in advertisements (BMW) </li></ul><ul><li>Prominent look of the codes leads to an innovative branding </li></ul><ul><li>Combination of print and online </li></ul>
    12. 12. WELT Group with its own sales team offers tailor made campaigns <ul><li>First Media </li></ul><ul><li>Set up of an own cross media sales team </li></ul><ul><li>Display Ads and integration into cross media campaigns are key business driver for mobile </li></ul><ul><li>WELT Mobil highly attractive for advertisers </li></ul><ul><li>Offers unique audience in a fast growing and developing market </li></ul><ul><li>Reaches the early adapters and users with high technical affinity </li></ul>mobile customers Campaign example
    13. 13. Content and technology drives an attractive and fast growing field for readers and advertisers <ul><li>Enablement of sufficient bandwidth </li></ul><ul><li>Optimization of end devices </li></ul><ul><li>Personalization and more direct targeting through Mobile Ad-Server solutions </li></ul><ul><li>Measurement of the mobile Internet: content and technical providers need to supply the right procedure </li></ul><ul><li>Advertisers have to realize the potential as a highly successful way to communicate with their customers </li></ul>
    14. 14. <ul><li>Thank you! </li></ul>Welt Mobil

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