the future of mobile mediaMobile Convention, Amsterdam, May 8, 2012 Herman Kienhuis (@kienhuis), SanomaVentures
About me
1. The mobile future is now
Promise delivered                                            New Computing Cycle Characteristics                          ...
Smartphones rule in NL Handset                                                                       Consumershipments    ...
ja           pageviews                   n/                       10                m                           rt        ...
Tablets very quickly taking space in NL   Tablet                                                                          ...
More iPads sold than HP PC’s
2. It’s all about apps -hardware becomes software
0                                                 100,000,000                                                             ...
Why Apps?•Developers community: 500k+ apps•Easy discovery and installation: App Store•One click payment: iTunes•Customizab...
Sensor to the physical world      image scanning/recognition:      Kieskeurig, Layar, Goggles, Klik
Sensor to the physical world            location tracking:   Nike+, Foursquare, PlaceMe, Highlight
Sensor to the physical world      audio/voice recognition:       Shazam, Siri, IntoNow
Sensor to the physical world          movement/acceleration: SleepCycle, Stappenteller, Waterslide Extreme
Hardware becoming software
Hardware becoming software
Hardware becoming software
3. Changing our daily habits
Sleeping)   Waking)up)               Preparing)                           Personal)               for)next)day)           ...
intense usage of mobile phone   US ad spend and time spend per medium (%)   43%                                           ...
intense usage of iPad                          How much time do you                  At home, what is your   How often do ...
changing media consumption  phone                              computer                                                   ...
changing purchasing behaviorGetting relevant informationon your location                                                  ...
4. And changing our markets
mobile app store revenues $ bln   10         Paid downloads         In-app purchases    8    6    4    2    0             ...
mobile ad spend           1,585                                      2010                                      2011780    ...
mobile payments     Paypal (global)                      Ayden (NL)     mobile payments                    mobile payments...
4. So what’s the future of mobile media?
1. Personal
2. Snackable
3. Touchable
4. Shareable
5. Instant
6. Sticky
7. Freemium
8. Cross-device
and across platforms
9. Physical-linked
10. Location-aware
Mobile marketing case: ParkMobile              Goal:              new users              Channel:              NU.nl iPhon...
NU.nl targeting beurs van berlage
11. Transactionable
Mobile marketing case: NYPizza              Goal:              positive brand impact, mobile              site awareness  ...
12. Wearable?
5. Sanoma going ‘Mobile First’
Sanoma moving to mobile                    •Digital magazine publishingPrint to Mobile     •Digital media distribution    ...
investing in mobile advertisingMobile display ads      Content integration     Radicals / roadblocks / interstitials    Vi...
and investing in new     mobile initiatives               Internal          Mobile                     Planet of        In...
Aiming to double            mobile results in 2012    App downloads         Mobile pageviews             Mobile        (ml...
Are your ready?
Thank you for your attention      Questions?        @kienhuis        /hermankienhuis        /kienhuis
© 2012
future of mobile media (kienhuis) @ mobile convention amsterdam
future of mobile media (kienhuis) @ mobile convention amsterdam
future of mobile media (kienhuis) @ mobile convention amsterdam
future of mobile media (kienhuis) @ mobile convention amsterdam
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future of mobile media (kienhuis) @ mobile convention amsterdam

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Presentation by Herman Kienhuis (SanomaVentures) on developments and best practices in mobile & tablet publishing and marketing

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  • super...our company just launched a nex apps:Taxiloc to allow people to take a taxi easily in Paris whenever the customer is..Go to see our blog:nadia1tax1histoire.wordpress.com
    regards
    gabriel
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future of mobile media (kienhuis) @ mobile convention amsterdam

  1. the future of mobile mediaMobile Convention, Amsterdam, May 8, 2012 Herman Kienhuis (@kienhuis), SanomaVentures
  2. About me
  3. 1. The mobile future is now
  4. Promise delivered New Computing Cycle Characteristics Reduce Usage Friction Via Better Processing Power + Improved User Interface + Smaller Form Factor + Lower Prices + Expanded Services = 10x More Devices Computing Growth Drivers Over Time, 1960-2020E More than Just Phones 1,000,000 Mobile iPad Internet Smartphone 100,000 Kindle Devices/Users (MM in Log Scale) Desktop Tablet 10,000 Internet MP3 Cell phone/ PDA 1000 10B+ Car Electronics PC GPS, ABS, A/V Units??? 100 Mobile 1B+ Units/ Video Minicomputer Users 100MM+ Home 10 Entertainment Units Mainframe Games 10MM+ Units 1 Wireless Home Appliances 1MM+ Units 1960 1970 1980 1990 2000 2010 2020Note: PC installed base reached 100MM in 1993, cellphone/Internet users reached 1B in 2002/2005 respectively;Source: ITU, Mark Lipacis, Morgan Stanley Research. source: Morgan Stanley 49
  5. Smartphones rule in NL Handset Consumershipments penetration (mln)6.0 50% 45%5.0 40% 35%4.0 30%3.0 25% 20%2.0 15% 10%1.0 5% - 0% 2008 2009 2010 2011 Feature phone sales Smartphones sales Penetration smartphone (Q4) source: TelecomPaper, GFK
  6. ja pageviews n/ 10 m rt /1 0 m ei /1 0 ju l/ 10 se p/ 10 no v/ 10 Mobile ja n/ 11 m PC rt /1 1 m ei /1 1 ju Tablet l/ 11 se p/ 11 no v/ 11 ja n/ 12 source: Nu.nl Mobile rules news consumption
  7. Tablets very quickly taking space in NL Tablet Consumer shipments penetration (mln) 1.6 35% 1.4 30% 1.2 25% 1.0 20% 0.8 15% 0.6 10% 0.4 0.2 5% - 0% 2009 2010 2011 2012FC Tablet sales Penetration tablets (Q4) source: GFK, Telecompaper
  8. More iPads sold than HP PC’s
  9. 2. It’s all about apps -hardware becomes software
  10. 0 100,000,000 200,000,000 May-09 300,000,000 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 NU.nl mobile pageviews Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Apps drive mobile usage>44 iPhone m.nu.nl Android Source: Sanoma Media
  11. Why Apps?•Developers community: 500k+ apps•Easy discovery and installation: App Store•One click payment: iTunes•Customizable: Personal, Social•Esthetic Experience: Apple UI•Speed and accessibility•Native use of device capabilities: GPS, compass, accelerometer, tilt-sensor, microphone, camera
  12. Sensor to the physical world image scanning/recognition: Kieskeurig, Layar, Goggles, Klik
  13. Sensor to the physical world location tracking: Nike+, Foursquare, PlaceMe, Highlight
  14. Sensor to the physical world audio/voice recognition: Shazam, Siri, IntoNow
  15. Sensor to the physical world movement/acceleration: SleepCycle, Stappenteller, Waterslide Extreme
  16. Hardware becoming software
  17. Hardware becoming software
  18. Hardware becoming software
  19. 3. Changing our daily habits
  20. Sleeping) Waking)up) Preparing) Personal) for)next)day) care) Checking) Going)out)in) news) the)city) Having)Parking)car) breakfast)Shopping) Commu.ng)in>store) Watching) Working)in) news) the)office) Having) Mee.ng)at) dinner) event) Lunchbreak) Relaxing)on) entertainment)) couch) Working) out) Planning) Buying)last> tasks) minute) Chat)with) friends)
  21. intense usage of mobile phone US ad spend and time spend per medium (%) 43% Ad spend 40% 39% Time spend 22% 23% 16% 11% 9% 6% 1% TV Print Web Radio Mobile Source: Flurry (VSS, KPCB, Comscore, Alexa)
  22. intense usage of iPad How much time do you At home, what is your How often do you spend on the iPad (on a primary computer that use the iPad? day of usage)? you use most often now?Once per day or less N/A 4% <30 min 2% >2 hrs 16% PC/laptop 25% 36% 30-60 min. iPad 29% 62% Multiple times a day 1-2 hours 96% 30% Source: Sanoma iPad user survey 2011
  23. changing media consumption phone computer tablet 44% 47% 9% overall overall overall views views views In the morning, relative People reading on computers iPad readers read more news readership across all three consumer their greatest share of on the device at night than platforms ramps up quickly online news that way during the day during other times of day10%8% Computer7%5% Smartphone3% iPad2%0% 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Source: NU.nl (based on sample data) >44
  24. changing purchasing behaviorGetting relevant informationon your location 58%Making small payments viaSMS for parkings, bus 55%Getting a discount/couponwhen you walk past a shop 50%Banking via mobile phone 49%Getting detailed productinfo in a shop 48%Purchase products via yourmobile phone 38%Took picture of a 20%product in store*Scanned productbarcode in store* 18%Location-based ads 11% Source: IAB/Insites consulting (NL, interest) *Comscore (EU5, action taken)
  25. 4. And changing our markets
  26. mobile app store revenues $ bln 10 Paid downloads In-app purchases 8 6 4 2 0 2011 2015 source: emarketer (IHS screen digest)
  27. mobile ad spend 1,585 2010 2011780 203 83 10 2 US ($) UK (GBP) NL (EUR) source: IAB
  28. mobile payments Paypal (global) Ayden (NL) mobile payments mobile payments ($bln) (% of transactions)10 7%8 6%6 4%4 3%2 1%0 0% 2010 2011 2012F Sep ‘11 Dec ‘11 Mar ‘12 Source: Paypal, Ayden
  29. 4. So what’s the future of mobile media?
  30. 1. Personal
  31. 2. Snackable
  32. 3. Touchable
  33. 4. Shareable
  34. 5. Instant
  35. 6. Sticky
  36. 7. Freemium
  37. 8. Cross-device
  38. and across platforms
  39. 9. Physical-linked
  40. 10. Location-aware
  41. Mobile marketing case: ParkMobile Goal: new users Channel: NU.nl iPhone app Results: CTR (Run of app): 1,7% CTR (Geo-targeted): 4,0% High app ranking Increased user growth
  42. NU.nl targeting beurs van berlage
  43. 11. Transactionable
  44. Mobile marketing case: NYPizza Goal: positive brand impact, mobile site awareness Channel: NU.nl mobile site, time-targeted between 16h-20h Results: •Significant increase in aided brand awareness 72% (vs 48%) •Significant increase in positive brand perception •Mobile orders: +80%
  45. 12. Wearable?
  46. 5. Sanoma going ‘Mobile First’
  47. Sanoma moving to mobile •Digital magazine publishingPrint to Mobile •Digital media distribution •Premium mobile services •Mobile content publishingDigital to Mobile •Mobile directories •Mobile advertising •International (kids) app publishing New Mobile •Premium mobile services services •Custom (branded) app development •M-commerce
  48. investing in mobile advertisingMobile display ads Content integration Radicals / roadblocks / interstitials VideoTime targeting Device targeting Content/channel targeting Location targetingClick to Call Click to App Store Click to Calender Click to Buy Coupon
  49. and investing in new mobile initiatives Internal Mobile Planet of Innovation the Apps FundIdeas Execution Sanoma App Sanoma Challenge Ventures External
  50. Aiming to double mobile results in 2012 App downloads Mobile pageviews Mobile (mln) (mln/mnth eoy) revenues5 5004 4003 3002 2001 1000 0 2010 2011 2012F 2010 2011 2012F 2010 2011 2012F
  51. Are your ready?
  52. Thank you for your attention Questions? @kienhuis /hermankienhuis /kienhuis
  53. © 2012

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