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The Rise and Rise of Mobile: a Guardian Case Study

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Presentation delivered by Steve Wing, Business Director, Mobile, Guardian News and Media

Published in: Technology, Business
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The Rise and Rise of Mobile: a Guardian Case Study

  1. 1. The rise and rise of mobile: a Guardian case study@steve_wing
  2. 2. “Mobile has been over-hyped in the short term but under-hyped in the medium term to long term” Sir Martin Sorrell 2009
  3. 3. 1. Growth
  4. 4. Number of mobile internet users, UK 0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 Apr-06 Jul-06 Oct-06 Jan-07 Apr-07 Jul-07 1. Growth Oct-07 Jan-08 Apr-08 Jul-08 Oct-08 Jan-09 UK unique monthly mobile internet users Apr-09 Jul-09 Oct-09 Jan-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-2011 Mar-2011 Apr-2011 May-2011 Jun-2011 Jul-2011 Aug-2011 Sep-2011 Oct-2011 Nov-2011Sources: comScore Intelligence Bay Report 3 months rolling average (Apr 2006 – Jan 2011); GSMA MMM (Feb 2011 – Feb 2012) Dec-2011 Jan-2012 Feb-2012 51% phone mobile internet browsers accessed of UK mobile
  5. 5. 1. Growth
  6. 6. 2. Demand
  7. 7. 2. Demand
  8. 8. 2. Demand
  9. 9. 3. Ubiquity
  10. 10. 3. Ubiquity
  11. 11. 3. Ubiquity
  12. 12. 3. Ubiquity
  13. 13. 4. Expectations
  14. 14. 4. Expectations
  15. 15. 4. Expectations
  16. 16. 5. Revenue
  17. 17. 1821
  18. 18. 1996
  19. 19. 2006
  20. 20. 2012
  21. 21. Now
  22. 22. Now
  23. 23. Guiding Principles
  24. 24. Browser AppBroadcast NarrowcastAd funded Best of BreedAccessible to all Paid and FreeDepth and Breadth CustomizableLive UtilityDiscoverable Vertical
  25. 25. Browser AppBroadcast NarrowcastAd funded Best of BreedAccessible to all Paid and FreeDepth and Breadth CustomizableLive UtilityDiscoverable Vertical
  26. 26. Current Portfolio Mobile Internet Phone Apps Tablet Apps eReader Distribution
  27. 27. m.guardian.co.uk 3.2 million US monthly unique browsers 12.2 5.5 million million UK monthly monthly unique unique browsers browsers Source: Adobe Discover, March 2012
  28. 28. iOS Apps 91K 831K Subscribers downloads since launch 238K 845K 121K global global V2 monthly monthly downloads browsers users since launch 840K downloads since launch 181K monthly Source: Adobe Discover, March 2012 browsers
  29. 29. Android Apps 212K global monthly browsers 134K 281K UK active monthly installs browsers since launch 12K global monthly browsers Source: Adobe Discover, March 2012
  30. 30. Other Launches 37K downloads 26K since launch global Recently monthly launched browsers Source: Adobe Discover, March 2012
  31. 31. More than half a million daily UK browsers (30% of our UK daily traffic) access our content through mobile devices Guardian Eyewitness Guardian iPhone App m.guardian.co. guardian.co.u iPad App (v1 + v2) uk k iPad Apps Phone Apps m.guardian guardian.co.uk All Content iPadTablets 17,857 1,662 6,651 85,060 111,230 phones Mobile 77,258 363,829 441,087devices Other All Devices 17,857 78,920 370,480 85,060 552,317 Source: Adobe Discover, March 2012
  32. 32. Loyalty: apps encourage more frequent visits iPhone/ Android Apps iPad App guardian.co.uk m.guardian.co.uk 76% 60% 54% 45% Source: Adobe Discover, March 2012
  33. 33. Weekly engagement behaviour similar but a dramaticswing to mobile on weekends 17% 16% iPad App – weekend readership 15% m.guardian – high on iPad Sunday (football scores?) 14% iPhone/Android App iPhone/Android Apps m.guardian.co.uk deliver more even guardian.co.uk readership 13% Guardian.co.uk – weekday readership 12% 11% Mon Tue Wed Thu Fri Sat Sun Guardian digital content accessed by day of week (UK) Source: Adobe Discover, March 2012
  34. 34. Different product portfolio serves consumers at differenttimes of the day 12% Tea-time 10% Commute Breakfast Commute Lunch-time Before bed 8% Prime-time guardian.co.uk m.guardian 6% iPhone/Anroid Apps iPad App 4% Facebook App Print 2% 0% -2% Guardian digital content accessed by time of day (UK, weekday) Source: Adobe Discover, March 2012
  35. 35. Challenges Target Audience Speed of change Fragmentation and dilution Prioritization Integration Distribution Geography – US, Europe & ROW
  36. 36. Finally Mobile is too compelling to ignore App vs. mobile internet should be considered carefully Landscape is changing – HTML5 on the rise Both platforms have different but important roles in building reach, engagement and loyalty Both platforms have different roles to play in the revenue mix – ads vs. direct Audience comes first when making the decisions
  37. 37. Thank you

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