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MobileMediaStrategies11DominicJacquesson

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MobileMediaStrategies11DominicJacquesson

  1. 1. Mobile Strategies for Media Owners <ul><li>Dominic Jacquesson, Ink on Dead Trees </li></ul><ul><li>Mobile Media Strategies 2011, June 14th, London </li></ul>
  2. 2. Ink on Dead Trees <ul><li>Digital marketing and digital publishing consultancy </li></ul><ul><li>Work with several publishers, large and small, and also with several VC funded ‘disruptive tech’ start-ups </li></ul><ul><li>Subscription / recurring revenues speciality </li></ul><ul><li>Previously Chief Operating Officer at Institutional Investor Inc, and at Electric Word plc </li></ul><ul><li>February - published a business intelligence report on mobile strategies for publishers, with TheMediaBriefing </li></ul>
  3. 3. Some predictions that have been borne out... <ul><li>Smartphones become the norm in mobile </li></ul><ul><li>Tablet market still booming </li></ul><ul><li>Android penetration overtakes iOS </li></ul><ul><li>Blurring of line between apps and html5 </li></ul><ul><li>Pricing ceiling for apps at £/$3 </li></ul><ul><li>Integrated subscriptions will prevail </li></ul><ul><li>Digital replicas of print issues don’t work </li></ul><ul><li>Virality is the best form of marketing - be social </li></ul><ul><li>Think workflow, not issues - be innovative </li></ul>
  4. 4. ...with a few surprises <ul><li>Nokia choosing Microsoft Mobile rather than Android </li></ul><ul><li>Slower-than-expected rollout of tablets to compete with the iPad </li></ul><ul><li>Fewer mobile successes among traditional media than I had expected (hoped?) </li></ul>
  5. 5. Ten models for monetising mobile apps <ul><li>Freemium </li></ul><ul><li>Integrated subscriptions </li></ul><ul><li>Lead generation </li></ul><ul><li>Sponsorship </li></ul><ul><li>One-off sales </li></ul><ul><li>Embedded advertising </li></ul><ul><li>In-app issue purchase </li></ul><ul><li>Digital news-stand </li></ul><ul><li>Standalone subscription </li></ul><ul><li>Issue-based payment </li></ul>Decreasing effectiveness Increasing effectiveness
  6. 6. 1. Android will dominate this market <ul><li>BlackBerry will switch to Android (probably) within 18 months </li></ul><ul><li>Microsoft will keep playing a game of catch-up </li></ul><ul><li>Apple will retain a ‘profitable niche’ status </li></ul><ul><li>Makes your platform decisions fairly easy... </li></ul>IODT June 2011: mobile OS projections by 2015
  7. 7. 2. A new digital media landscape is emerging m.site www app.site www m.app www. Discoverability (marketing) Functionality (product) + + = = Paywalls
  8. 8. 3. Social media is drawing old media into mobile m.site iPhone Android B’berry Samsung Ovi millions of MAUs Facebook usage is already 40% mobile IODT time-series analysis, June 2011
  9. 9. 4. Apple is backing down on subscriptions <ul><li>30% revenue share is a good deal for consumer publishers compared to news-stand or subscription fulfilment costs </li></ul><ul><li>Data-sharing is getting better: </li></ul><ul><ul><li>Incentives being allowed to encourage opt-in </li></ul></ul><ul><ul><li>Print subscriber integration being explicitly allowed </li></ul></ul><ul><li>‘Best price’ rules are being covertly relaxed </li></ul>Android’s rise and the threat of app.sites have forced the re-think in Cupertino
  10. 10. 5. Innovation is working, replication is failing <ul><li>“Pay-once, access anywhere...and we’ll know” </li></ul><ul><li>Lead-generation revenue models </li></ul><ul><li>Location-aware functionality </li></ul><ul><li>Workflow from data </li></ul><ul><li>Joyful user experience </li></ul><ul><li>Social media integration </li></ul>
  11. 11. Thank You [email_address] Twitter: domjacquesson
  12. 12. Are you investing in innovation or managing decline? Revenue growth Profit margin %
  13. 13. Case Study: Top Table <ul><li>Online restaurant search and reservations </li></ul><ul><li>1.3 million registered users, 1 million reviews, 2.5 million visits/month, 70 staff </li></ul><ul><li>Earns a fee for every diner-reservation. £100 million booked in 2010 </li></ul><ul><li>iPhone app for 11 months - location and cuisine based search, real-time reservations </li></ul><ul><li>250,000 downloads and 10% of total reservations... and growing </li></ul>
  14. 14. Case study: Financial Times <ul><li>“ Most admired” app strategy in my survey of publishers in November </li></ul><ul><li>207,000 digital subscribers (+71% YOY), and over £200 million digital revenue </li></ul><ul><li>Integrated subscriptions, across print, online and apps - ie pay once </li></ul><ul><li>iPhone app 595,000 downloads, iPad app 487,000. Also Android and BlackBerry </li></ul><ul><li>Sponsorship supported 2 months full free access to iPad app, worth £1million </li></ul><ul><li>1 in 10 new digital subs now via iPad app </li></ul>
  15. 15. Digital issues aren’t working on tablets... Wired June = 105,000 November = 22,000 Glamour September = 4,300 November = 2,775 Men’s Health June = 2,800 October = 2,000

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