Inma mobilefuureofnewspaper

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Mobile future of newspaper

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Inma mobilefuureofnewspaper

  1. 1. Mobile Future of Newspapers
  2. 2. What’s INMA? International Newsmedia Marketing Association Non-profit news publishers’ association. 3000 members in 80 countries. Offices in Dallas, Antwerp and New Delhi. WWW.INMA.ORG
  3. 3. Who am I? Grzegorz Piechota Vice-President of INMA Europe (office in Antwerp). Head of Social Campaigns at Gazeta Wyborcza in Warsaw. PL.LINKEDIN.COM/IN/ GRZEGORZPIECHOTA
  4. 4. The first to report on tablets Oxford Tablet Summit 2010 Just on-time seminar organized by INMA, Innovation and Reuters Institute for the Study of Journalism. May 2010. WWW.FORUM4EDITORS/TAG/ OXFORD-TABLET-SUMMIT/
  5. 5. Where will we share more? INMA/OPA Europe Conference 2010 Three-day newsmedia conference in Kraków. September 29-October 1. Co-organizer: Online Publishers Association Europe. WWW.INMA.ORG WWW.OPA-EUROPE.ORG
  6. 6. Searching for the Holy Graal
  7. 7. What’s beyond print?
  8. 8. Jan 27, 2010
  9. 9. Hope & hype
  10. 10. What are the facts?
  11. 11. 3,3 million iPads sold in three months ✖ Compare the number of days it took these devices to reach 1 mln units sold Nintendo Nintendo iPad iPhone Netbooks BlackBerry iPod Wii DS 13 15 28 74 180 300+ 360+ Source: PC Magazine, “Apple reports record revenue on Mac, iPhone Sales”, 7/20/2010, Morgan Stanley, “Internet Trends”, 7/6/2010
  12. 12. Mobile Internet ramping faster than desktop one ✖ Compare the number of subscribers of mobile and desktop Internet services after 10 quarters since their launch 100 iPhone ~86 mln 80 + iTouch Netscape Subscribers (mln) Start: 6/2007 Start: 12/1994 60 40 ~31 mln i-mode Start: 6/1999 20 ~18 mln AOL Start: 9/1994 ~8 mln 0 Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19 Source: Morgan Stanley, Quarters since launch Internet Trends, 7/6/2010
  13. 13. In 2 years smartphone > PC shipments ✖ Global unit shipments of desktop PCs, notebooks and smartphones: real data for 2005-08 and forecasts for 2009-13 700 Desktop PC 2012: inflection point Annual unit shipments (mln) 600 Notebooks Smartphones > PC Smartphones 500 400 300 200 100 0 2005 2006 2007 2008 2009(F) 2010(F) 2011(F) 2012(F) 2013(F) Source: Morgan Stanley, Internet Trends, 7/6/2010
  14. 14. Mobile apps get as popular ✖ as mobile web browsing How do Americans use their smartphones? 40 39 38 Mobile app users Mobile US smartphone users (mln) browser users 30 2x 20 18 18 10 0 Source: Morgan Stanley, 4/2009 4/2010 Internet Trends, 7/6/2010
  15. 15. Mobile app usage unprecedented ✖ Compare average number of apps downloaded by users 50 47 40 30 22 20 12 10 10 5 0 iPhone/iTouch Android iPad BlackBerry Nokia Source: Morgan Stanley, Internet Trends, 7/6/2010
  16. 16. iPhone users have the widest choice of apps ✖ Number of mobile apps available (paid and free, in thousands) 212 50 10 8 11 iPhone/iTouch Android iPad BlackBerry Nokia Source: Distimo App Store Analytics, “Mobile application stores. State of play”,18/6/2010
  17. 17. In general, most mobile apps are paid ✖ Share of paid apps on different platforms and their average price iPad 20% 80% $4,99 iPhone/iTouch 27% 73% $4,01 BlackBerry 25% 75% $7,52 Nokia 25% 75% $2,89 Android 57% 43% $3,29 0% Free Paid 100% Source: Distimo App Store Analytics, “Mobile application stores. State of play”,18/6/2010
  18. 18. 26% apps developed for iPad ✖ go into books or news category Categories of 10,000 apps (paid and free) Books, reference Games 18% 22% News 8% Social networking 2% Utilities, productivity 9% Entertainment, music 15% Lifestyle, hobbies 13% Source: MacStories.net, Education, health Federico Viticci, “Tha App 13% Store has now over 10,000 apps”,12/6/2010
  19. 19. iPad: is this a device for a weekend? ✖ Web browsing activity of iPad users grows significantly on Saturdays and Sundays 4/15 4/18 4/21 4/24 4/27 4/30 5/3 5/6 5/9 5/12 5/15 5/18 5/21 5/24 5/27 5/30 Source: NetMarketShare.com, “iPad Share Jumps Upon International Release”,21/6/2010
  20. 20. Evening iPad reading on a sofa ✖ Here’s when exactly iPad users browse the website of a Norwegian daily Aftenposten.no during an average day 0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00 Source: John Einar Sandvand, “Aftenposten”,21/6/2010
  21. 21. iPad is NOT used like a mobile phone ✖ Compare when Aftenposten.no users browse the site using their mobile phones and iPads 0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00 Source: John Einar Sandvand, “Aftenposten”,21/6/2010
  22. 22. iPad is NOT used like a desktop PC ✖ Compare when Aftenposten.no users browse the site using their desktop PCs and iPads 0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00 Źródło: John Einar Sandvand, “Aftenposten”,21/6/2010
  23. 23. Morning e-edition for an iPad? Wrong! ✖ Compare when readers of “Aftenposten” use the paper in print i when do they browse Aftenposten.no on their iPads 0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00 Source: John Einar Sandvand, “Aftenposten”,21/6/2010
  24. 24. So how to unlock the future of newspapers on new devices?
  25. 25. To focus on iPad or not?
  26. 26. What about Android phones, Kindle etc.?
  27. 27. Do we need to make apps? iPad is so great for browsing, so maybe you don’t Aftenposten.no need an app Recoded home page’s serving at all? ads just for iPad users.
  28. 28. If you believe you need an app... Do publishers really need to invest in making iPad apps in- house? What other options are there?
  29. 29. To charge or not to charge? Wall Street Journal Financial Times Paid subscription: $3,99/week Free (sponsored) app. 10 000 SUBSCRIBERS 250 000 DOWNLOADS Source: PaidContent.co.uk, 2/6/2010; 27/7/2010
  30. 30. Give them all or just a selection? New York Times Guardian “Editors’ choice only” app. Free news photo app. 350 000 DOWNLOADS 90 000 DOWNLOADS Source: PaidContent.co.uk, 2/6/2010; MediaGuardian.co.uk, 8/6/2010
  31. 31. To fight aggregators or not? Are we going to allow the history Pulse to repeat Paid RSS aggregator itself? in a conflict with the “NY Times”. 35 000 DOWNLOADS SOLD Źródło: PaidContent.co.uk, 2/6/2010; New York Times
  32. 32. How to sell ads for iPads? 30 second is an average time a user is interacting with an online ad on the iPad. 6x It’s six times longer than he is when seeing the ad on his desktop PC. How to make ads on iPad more engaging than those online? Source: “Pointroll & AdMarvel Report” via BizReport.com, 16/6/2010
  33. 33. How to manage our content? Content
  34. 34. Where to look for all the answers?
  35. 35. Special session on tablets at the INMA/OPA Europe Newsmedia Conference 29/9-1/10/2010 Kraków, Poland www.inma.org/inmaopaeurope

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