Thomson Reuters is the world's leading source of intelligent information. Andrew McGrath's mission is to make Thomson Reuters serious about mobile. He has two strategies: 1) Improve mobile experiences and 2) Change employee attitudes towards mobile. iOS is the lead mobile platform, while Android and HTML5 are increasing. Adobe Air has been key but is being unsupported, so native apps or HTML5 must be chosen. A decision tree can help determine the best approach based on factors like performance, reach, costs, and updating. McGrath wants to understand the B2B context of high-touch sales, subscriptions, multiple niche products, and mobile tools for sales and dashboards. Changing minds requires multi-screen service design,

1. ANDREW MCGRATH
MOBILE ENGAGEMENT IN THOMSON REUTERS
REUTERS/Cheryl Ravelo
September 2013
andrew.mcgrath@thomsonreuters.com

2. 2
ABOUT THOMSON REUTERS
• The world’s leading source of intelligent information for
businesses and professionals
• We are the world’s most trusted news organization
• We serve professionals in the financial and risk, legal, tax
and accounting, intellectual property and science and
media markets
• We employ approximately 60,000 people and operate in over
100 countries

3. 3
MEDIA
• Newswires
• Video
• Pictures
• Digital Syndication
• Graphics
• Financial Information
REUTERS/Carlo Allegri
Reuters is also the world's largest international news agency, a leading
provider of real-time, high-impact, multimedia news and information
services to newspapers, television and cable networks, radio stations
and websites around the globe

4. 4
OUR BUSINESSES & CUSTOMERS
FAST FACTS
LegalFinancial & Risk IP & ScienceTax & Accounting
• The 25 largest
global banks
• More than 5,000
investment firms
and hedge funds
worldwide
• Over 40,000
customers and
400,000 end users
in over 155
countries
• 100% of the Top
100 U.S. law firms
• 100% of the ABA
accredited law
schools
• Over 80% of the
Fortune 500
• Leading global
provider to national,
state and local
governments
• All of the “Big 4”
accounting firms
• 94 of the Top 100
law firms
• 95 of the Fortune
100
• 100 of the Top 100
CPA firms
• Leading global
provider to national,
state and local
governments
• More than 15,000
customers and 20
million end users
globally
• Academic
institutions,
researchers,
government
agencies,
corporations,
pharmaceutical and
biotech companies

5. 5
Mobile in Thomson Reuters.

6. 6
I have
one mission

7. 7
make
Thomson Reuters
serious about
mobile

8. 8
2
AND TWO STRATEGIES
improve our mobile
experiences
change TR
employees attitudes
to mobile

9. 9
MOBILE LANDSCAPE IN TR
• there is a perception that our products are not
suitable for mobile…
• iOS is the lead platform
• android and html 5 increasing
– we tried hybrid…
– windows and blackberry no more than a watchlist activity
• adobe air has been a key platform choice
– but is about to go unsupported
• so native or html 5?
• understand and respond to b2b context

11. 11
MOBILE LANDSCAPE IN TR
• there is a perception that our products are not
suitable for mobile…
• iOS is the lead platform
• android and html 5 increasing
– we tried hybrid…
– windows and blackberry no more than a watchlist activity
• adobe air has been a key platform choice
– but is about to go unsupported
• so native or html 5?
• understand and respond to b2b context

12. 12Source: Kleiner, Perkins, Caufield & Byers - Mary Meeker Internet Trends 2013
SMARTPHONE AND TABLET GROWTH
GLOBALLY

13. 13CONFIDENTIAL – NOT FOR REDISTRIBUTION
Smaller Tablets Are More Popular
Smaller is better.
In 2011, the most popular
device screen size was 11 inches. In
2012, it was 8 inches.
Source: IDC

14. 14CONFIDENTIAL – NOT FOR REDISTRIBUTION
mobile engagement in TR
• iOS is the lead platform
• android and html 5 increasing
• we tried hybrid…
• windows and blackberry no more than a watchlist activity
• adobe air has been a key platform choice
• so native or html 5?
• understand and respond to b2b context

15. Native or html
5?
A decision tree
is the answer
decisions like
1. performance
2. reach
3. animation
4. developer costs
5. updating
6. stand alone or 3
screen

16. 16
MOBILE ENGAGEMENT IN TR
• iOS is the lead platform
• android and html 5 increasing
• we tried hybrid…
• windows and blackberry no more than a watchlist
activity
• adobe air has been a key platform choice
• so native or html 5?
• understand and respond to b2b context

17. 17
RESPONDING TO B2B CONTEXT
• b2b reality
– high touch sales
– subscription
– buyer is not always the
user
– multiple niche products
engagement
– mobile tools for sales
– reward usage
– dashboards for decision
makers
– don’t try and look for a
single Point of Entry

18. 18
CHANGING MINDS
• understand and respond to b2b
context
• multi screen service design
• be obnoxiously mobile 1st
• innovate to embarrass
• governance

19. Mobile Double 1st: Tablet first, finessed for desktop,
smartphone equal first

20. Thank
You.