The Inquirer Group and MobileJavier Vicente D. RufinoJrufino@inquirer.com.ph
The external situation (overall)• It’s a TV market; print has only small share of reach and advertising spend• But it’s an affluent, influential share.• Print is the rudder of the media ship.• Consumers are moving rapidly to digital.
The external situation (mobile)• High mobile penetration (over 90%)• SMS and voice revenue flat; data the next frontier• Smartphone usage being pushed.• Tablets where mobile phones were a decade ago (pricey status objects)
The internal situation• The old print business model is chugging along, but can’t and won’t last forever.• Digital revenues are there but not “there yet.”• Diverse business models in Group• How to manage the digital transition?
Where mobile comes in• Add new revenue streams/business models to Group to replace old ones• Help extend reach of Group brands to previously unserved segments• Drive traffic to other platforms and enhance cross-platform effects• Equalize the playing field with broadcast competition
More specifically…• Apply a freemium “glide path” approach to monetizing content on mobile• Use replica technologies as a transitional phase to quickly secure revenues and footholds.• Develop mobile-native content to further deepen footholds and effectively monetize.• Maintain a platform-agnostic approach; ecosystem engagement but not entanglement.
Yet more specifically…• Acquired a mobile development firm to boost in-house skills and control.• Worked closely with telcos for better revenue arrangements.• Worked closely with all platforms so that mobile is viewed as an enhancement, not an existential threat
Mobile web QuickTimeª and a decompressor are needed to see this picture.
Kindle edition QuickTimeª and a decompressorare needed to see this picture.
Digital edition newsstand• Apple iOS (iPhone, iPod Touch, iPad 1 and 2)• Android devices• Blackberries and Blackberry Playbook (via PressReader app)• Mobile-friendly web version works on almost any device• Multiple device access under one subscription.• All of Group’s print titles regardless of geographic area or web presence
With interactivity• Not just a replica• Combines the ease of use of print and online interactivity• Features: Comments, QuickTimeª and a social media sharing, decompressor are needed to see this picture. audio
Pricing• Single issues at $0.99• Subscriptions for regional titles $5.95/mo• Flagship Inquirer title $9.95/mo (cheaper than a print subscription)• Commuter freesheet Libre free with any subscription.• Hinge magazines free with any annual subscription.