Case De Standaard hd on iPad

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Case De Standaard hd on iPad

  1. 1. 1 Delight your Readers with a Tablet Optimised Newspaper - Case Study: De Standaard HD -Danny LeinCEOTwipe Mobile Solutions@TwipeMobileDME 2012. London, United KingdomApril 18th, 2012
  2. 2. 2Delight your Readers with a Tablet Optimised Newspaper Case Study: De Standaard HD Why? Growth and market leadership through innovation • What? Offer a Tablet Optimised Version of the newspaper • How? Fast time-to-market using Twipe Publishing Platform • How much? 160% increase in digital subscriptions
  3. 3. 3De Standaard: 10 years of sustained growth Evolution of paid circulation
  4. 4. 4Delight your Readers with a Tablet Optimised Newspaper Case Study: De Standaard HD • Why? Growth and market leadership through innovation • What? Offer a Tablet Optimised Version of the newspaper • How? Fast time-to-market using Twipe Publishing Platform • How much? 160% increase in digital subscriptions
  5. 5. 5Summer 2010 – Launch iPad version 1.0 Key facts & figures: • 1st to market (5 months before competitor) • Replica PDF-version + extra features like EyeWitness • 50 % increase in digital subscriptions • Reader research: 88 % satisfied – very satisfied • The ‘best sold app in the world’ in Belgium (beating Angry Birds)
  6. 6. 6 What should De Standaard HD look and feel like?• First of all: Newspaper, not a website• Have all the key elements of De Standaard newspaper: – Beginning and an end – Look and feel, typography, rhythm and hierarchy of DS – Best possible navigation, indication of weight and importance – Serendipity BUT this time tablet optimised: – Without pinch-and-zoom, but touch and swipe enabled – With extra’s: multiple photo’s, video’s, infographics,… – Some sexiness wouldn’t hurt either• Last but not least: Keep our readers happy! – Create a ‘wow!’ user experience
  7. 7. 7
  8. 8. 8 Dual approachPdf- & tablet optimized version in 1 app
  9. 9. 9Template driven approach
  10. 10. 10Easy navigation: sections & newspaper scan
  11. 11. 11Extra’s: photo galleries and video
  12. 12. 12Extra’s: animated HTML5 infographics
  13. 13. 13Rich HTML5 Advertising integration
  14. 14. 14Delight your Readers with a Tablet Optimised Newspaper Case Study: De Standaard• Why? Growth and market leadership through innovation• What? Offer a Tablet Optimised Version of the newspaper• How? Fast time-to-market using Twipe Publishing Platform• How much? 160% increase in digital subscriptions
  15. 15. 15 About TwipeBrief history• 2008: first mobile site for De Standaard• 2009: first iPhone app De Standaard• 2010: first iPad app De Standaard• 2011: Het Nieuwsblad, L’Avenir, HUMO, NRC Handesblad• 2012: Gazet Van Antwerpen, Het Belang van Limburg, …Company:• Separate company founded in 08/2011; previously app division of MobileWeb
  16. 16. 16 Mission of Twipe• To offer best-in-class newspaper and media apps on a cloud based publishing platform• Key differentiators: – Design: user experience and usability – Technology: “out-of-the-box” solution based on standard modules
  17. 17. 17 Fast time-to market Concept and Testing and roll- Implementation Scope out• Content export • Template • Beta testing• Newspaper Look development • Training and feel • Template Editor • Launch• Template design • Back-end • Iterate processes 3-4 months
  18. 18. 18Twipe Publishing Process
  19. 19. 19 Twipe Mobile Publishing Platform• Custom Apps for smartphones and tablets – Newspaper look and feel – User experience – Design• Out-of-the box technical platform (SaaS) – Standard modules – Integrated central platform – Scalable and reliable
  20. 20. 20More than 500.000 publication downloads per month Publication Downloads 600000 500000 400000 300000 200000 100000 0 sept.-07 oct.-07 nov.-07 déc.-07 janv.-08
  21. 21. 21 Twipe Template EditorOnly 2-3 hours needed to create a newspaper tablet version
  22. 22. 22Workflow Manager
  23. 23. 23Reporting and statistics
  24. 24. 24 More than 500.000 newspapers downloaded per month• Portfolio• + 500.000 publication downloads per month
  25. 25. 25Custom apps on a cloud based publishing platform
  26. 26. 26Delight your Readers with a Tablet Optimised Newspaper Case Study: De Standaard HD • Why? Growth and market leadership through innovation • What? Offer a Tablet Optimised Version of the newspaper • How? Fast time-to-market using Twipe Publishing Platform • How much? 160% increase in digital subscriptions
  27. 27. 27 Delighted customer feedback• Positive user ratings• Twitter comments « For DS HD I am happy to pay 5€/week. Such a pleasure to read. I am really impressed! » « This is exactly what I expect from a newspaper on iPad! »
  28. 28. 28 Significant impact on app & newspaper downloads Launch with 1 month free trial sponsored by ING +46% Number of paid Augustnewspaper downloads
  29. 29. 29 Strong increase in newspaperdownloads in only 3 months time6.000 Free launch offer5.000 +160%4.0003.0002.0001.000 0 augustus september oktober november december
  30. 30. 30 iTunes Subscriptions: continuousgrowth, high opt-in and retention rates 76% opt-in
  31. 31. 31Significant increase in sales digital subscriptions +98% Increase in digital subscriptions
  32. 32. 32 Advertising• Launch sponsors
  33. 33. 33Thanks!Visit us onwww.twipemobile.comFollow us @TwipeMobile
  34. 34. 34Template driven approach
  35. 35. 35 The platform? TWIPE MOBILE PUBLISHING solution LICENSED SOFTWARE PLATFORM LICENSED SOFTWARE Device Detection APPLICATION(S) Device Database Web Paper Content TV IMPORT AdaptationCustomer Content PUBLISH DOWNLOAD Unified Content Mobile Website ACCESS Advertising AdServer Ordering iTunes CHECK / PAY PAY Billing Billing Smartphone application Messaging INTERACT TRANSMIT Enduser Contact Facebook Participation Twitter Social Media Notifications Reporting MIS EXPORT Financial flows Tablet application Confidential and Proprietary, 2012 Statistics 35 Analytics

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