Report Web goes mobile 5

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Report Web goes mobile 5

  1. 1. Web Goes Mobile 5 report Tablets: new business for media?
  2. 2. Program <ul><li>Tablets: A second life for publishers? </li></ul><ul><li>@juansenor </li></ul><ul><li>Pecha Kucha: </li></ul><ul><ul><ul><li>Advertiser case Study: AXA on mobile </li></ul></ul></ul><ul><ul><ul><li>Tablets as a second screen, future possibilities </li></ul></ul></ul><ul><ul><ul><li>Smartphone and tablet advertising, first findings </li></ul></ul></ul><ul><ul><ul><li>Building Leadership in Mobile Publishing </li></ul></ul></ul><ul><li>The iPad: a new device, a new approach for Sanoma Digital @jorisheuk </li></ul><ul><li>Hope is not a strategy – How to develop a mobile publishing strategy </li></ul><ul><li>@steve_wing </li></ul>
  3. 3. Tablet landscape <ul><li>Ramping faster than any thing else </li></ul><ul><li>Hype </li></ul>
  4. 4. Every body wants a tablet Study Gartner & Boston institute
  5. 5. I need a dollar <ul><li>Only 1 out of 3 apps is paying </li></ul><ul><li>Angry birds </li></ul><ul><li>= Paid app Apple vs free app Android </li></ul><ul><li>Android has more revenue out of in-app advertising </li></ul>
  6. 6. Tablets: A second life for publishers? <ul><li>Juan Señor - Partner at Innovation Media Consulting </li></ul><ul><li>Innovation of magazines : </li></ul><ul><li>Searching for new life </li></ul><ul><li>Good journalism = good business </li></ul><ul><li>=> create information engine </li></ul><ul><li>Re invent the way we tell stories </li></ul><ul><li>to save the industry </li></ul>
  7. 7. Tablets: A second life for publishers? <ul><li>A story has a beginning and an end </li></ul><ul><li>So do magazines too </li></ul><ul><li>But the internet is infinite </li></ul>
  8. 8. Tablets: A second life for publishers? <ul><li>Re invent stories to save the industry </li></ul><ul><li>To do for journalists => deconstruct </li></ul><ul><li>New grammar = tablets </li></ul>
  9. 9. Tablets: A second life for publishers? <ul><li>iPad ≠ newspaper on steriods </li></ul><ul><li>Don’t use app as shovelware </li></ul><ul><li>App ≠ printy </li></ul><ul><li>App ≠ web </li></ul><ul><li>Bring news that users can touch, watch and read </li></ul>
  10. 10. Tablets: A second life for publishers? <ul><li>‘ why do we fall sir? so we can better learn to pick ourselves up’ Alfred the butler in Batman Begins </li></ul><ul><li>Info graphics </li></ul><ul><li>Unique videos </li></ul><ul><li>Slideshows </li></ul><ul><li>Satirical Caricatures / Art </li></ul><ul><li>App about Sarkozy’s women? -> there is a target audience </li></ul><ul><li>So unbundle because we can </li></ul>
  11. 11. Tablets: A second life for publishers? <ul><li>iPad means iPay </li></ul><ul><li>Change mentality </li></ul><ul><li>If the story is good, people will pay </li></ul><ul><li>Difference in content for payers and non-payers </li></ul><ul><li>Gather customer data by making apps payable so you attract advertisers </li></ul>
  12. 12. Tablets: A second life for publishers? <ul><li>Don’t impulsively bite the apple </li></ul><ul><li>Tablet & newspaper can co exist </li></ul><ul><li>Video morphing </li></ul><ul><li>Developers (5 devs/journalist) </li></ul><ul><li>A tablet workflow means a payroll which needs a business model </li></ul><ul><ul><li>Newsfeed </li></ul></ul><ul><ul><li>Developer </li></ul></ul><ul><ul><li>iPad editor </li></ul></ul>
  13. 13. Pecha kucha <ul><li>Smartphone & tablet advertising : Quick, ING, Keytrade, Starbucks </li></ul><ul><li>Rich internet experiences </li></ul><ul><li>Axa case </li></ul><ul><li>Corelio </li></ul>
  14. 14. What kept sticking from Pecha kucha
  15. 15. Break <ul><li>Cool twitter wall, only shown during break out of respect for the speakers </li></ul>
  16. 16. The iPad: a new device, a new approach for Sanoma Digital <ul><li>@jorisheuk - Director Digital Publishing at Sanoma Digital </li></ul><ul><li>Shared their very first experiences of their app strategy </li></ul><ul><li>Compared to first websites </li></ul><ul><li>=> much has changed </li></ul><ul><li>So will tablet apps do too </li></ul><ul><li>Why do people use an iPad? </li></ul><ul><ul><li>To browse the net </li></ul></ul><ul><ul><li>For things they already know </li></ul></ul><ul><li>iPad is not regular hardware </li></ul><ul><li>iPad is multi touch browsing experience </li></ul>
  17. 17. The iPad: a new device, a new approach for Sanoma Digital <ul><li>Sanoma Digital want to get the most out of multi touch browsing for the best possible user experience </li></ul><ul><li>Magazine contains blocks of information => easy to use </li></ul><ul><li>Start thinking how to use these blocks on tablets so they’re easy to use as well </li></ul><ul><li>Don’t copy/paste (ironic because that’s how the nu.nl app was brought to life) </li></ul>
  18. 19. The iPad: a new device, a new approach for Sanoma Digital <ul><li>Learnings: </li></ul><ul><ul><li>Don’t repack the old medium </li></ul></ul><ul><ul><li>Don’t overestimate existing brands (some brands will be hot on tablets) </li></ul></ul><ul><ul><li>A magazine on a tablet is more than a private journey (use social features) </li></ul></ul><ul><ul><li>Success is measured by time spent on </li></ul></ul><ul><ul><li>Don’t re invent the wheel (cfr star trek pad) </li></ul></ul><ul><ul><li>Provide multiple entry points (tab is not lineair, make sure your users don’t get lost – Goedele app) </li></ul></ul><ul><ul><li>Design for fingers, not for eyes only </li></ul></ul><ul><ul><li>Compared to the web, clicking is boring </li></ul></ul><ul><ul><li>Get user feedback </li></ul></ul>
  19. 20. Hope is not a strategy – How to develop a mobile publishing strategy <ul><li>@steve_wing - Head of Mobile and Digital Attraction at The Guardian </li></ul><ul><li>Interest in mobile – feel the future </li></ul><ul><li>Business principles </li></ul><ul><li>Challanges </li></ul><ul><li>Mobile = over hyped on short term </li></ul><ul><li>Mobile = under hyped on long term </li></ul>
  20. 21. Hope is not a strategy – How to develop a mobile publishing strategy <ul><li>On mobile since 2000 – bad experience </li></ul><ul><li>Doing better now </li></ul><ul><li>Content & experience </li></ul><ul><ul><li>let users pay for customization </li></ul></ul><ul><ul><li>Let users pay for experience </li></ul></ul><ul><ul><li>Give content for free </li></ul></ul><ul><ul><li>Consumers will provide the requirements for your app's next release. They tell you your blind spots. </li></ul></ul>
  21. 22. Hope is not a strategy – How to develop a mobile publishing strategy <ul><li>The Guardian will soon release a new version of their app </li></ul><ul><li>A lot of users’ expectations have been reworked in the new version </li></ul><ul><li>e.g. cross word puzzle </li></ul><ul><li>The Guardian is thinking of making an API for users so they can get the info they want out of the news database </li></ul><ul><li>Data rich, info poor. </li></ul><ul><li>Content is king </li></ul>
  22. 23. Audience questions <ul><li>Web or App? </li></ul><ul><ul><li>If no budget => web as an app </li></ul></ul><ul><li>Inhouse developers or outsource? </li></ul><ul><ul><li>Outsiders are better, afterwards we’ll bring the knowledge inhouse </li></ul></ul><ul><li>Mobile advertising? </li></ul><ul><ul><li>If advertisers want to be on mobile or on tablets, they should develop their own apps </li></ul></ul><ul><li>Making money out of apps? </li></ul><ul><ul><li>Not for the moment, but invest, learn and be available for the customers on the platforms they expect you to be </li></ul></ul><ul><li>Mobile is here and happening </li></ul><ul><li>It’s the beginning of the future </li></ul>

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