Everything about international app development, the differences with webdevelopment and the future of mobile, differences between tablets and mobile and some great opportunities and examples.

1. Mobilize Yourself!

2. "We understand that the new
rule is mobile first.”
"Mobile first in everything.
Mobile first in terms of
applications. Mobile first in
terms of the way people
use things. And it means ...
that we have a role now to
inform, to educate through
all these devices."
Eric Schmidt
CEO, Google (2010)

3. 1.

4. Real Smartphones Are Everywhere

5. 2.

6. Moore’s Law Kills Costs

7. 3.

8. It’s Contagious

10. Our Lives Have Turned Mobile

11. 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 2020
Note: 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

17. A Promise Delivered

18. FI
NL
And It’s Still Early

19. 400 000
30
350 000
25
iPad
300 000
20 iPhone
250 000 Symbian
Helsingin Sanomat mobiili
15
Ilta-Sanomat mobiili
Android
200 000
Taloussanomat mobiili mobiili
10 Android
150 000 tablet
Windows
5 Mobile
100 000
0
50 000 1 2 3 4 5
0
2009$ 2010$ 2011$ 2012$
Exponential Growth in Mobile Usage

20. 500.000.000

21. In the NL, Mobile Use Beats the Web

22. ja
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

23. • European media group • Leading media company in Finland
• Founded and headquartered in Finland • #1 Finnish magazine publisher (50+ titles)
• Revenue 2.7bln eur (2011), 14 000 employees • #1 Finnish newspaper publishers (20+ titles), including
largest newspaper in the Nordics (HS)
• Focused on Media and Education
• Present in Finland, Netherlands, Belgium, Russia and • #1 Finnish online publisher (50+ websites)
Central & Eastern Europe (Hungary, Poland, Czech etc.) • #2 Commercial TV broadcaster (Nelonen, JIM, Liv &
other TV and radio channels)
• Leading media company in the Netherlands • Leading media company in Russia & CEE
• #1 Dutch magazine publisher (70+ titles) • #1 media company in Hungary (online, tv, magazines)
• #1 Dutch online publisher (60+ sites)
• Joint ventures with Hearst in Russia (online,
• #2 Commercial TV broadcaster: SBS6, Net5, Veronica & magazines & newspapers) and other CEE countries
other TV and radio channels
• Leading Learning Solution provider across 20 markets

24. About Me

25. Media Must Catch Up

26. We Are Going Mobile First

27. A Big Leap

28. Over 100 Mobile Apps Published

29. Start Innovating

30. Sanoma Investing In Mobile
Internal
Ideas Execution
External

31. Sanoma Investing In Mobile
Internal
Mobile
Innovation
Fund
Ideas Execution
External

32. Sanoma Investing In Mobile
Internal
Mobile
Planet of
Innovation
the Apps
Fund
Ideas Execution
External

33. Sanoma Investing In Mobile
Internal
Mobile
Planet of
Innovation
the Apps
Fund
Ideas Execution
Sanoma
App
Challenge
External

34. Sanoma Investing In Mobile
Internal
Mobile
Planet of
Innovation
the Apps
Fund
Ideas Execution
Sanoma
Sanoma
App
Ventures
Challenge
External

35. A Huge Opportunity

36. We Produce Touchpoints

37. It’s All About The Audience

38. New Categories of Devices
Entertainment/Inspiration Information/ Entertainment/Creation Communication/
XL form Productivity Medium form Monitoring
Push Short form Pull XS form
TV/DVD Pull Apps/Websites Push
Movies/ Software/ Websites Ebooks/Photos/Video Apps/Widgets
Video Games Search/Social/Video Quarters Music/Casual Games
Hours Hours Minutes

39. It’s Their Choice

40. 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
source: GFK,
Tablet sales
Penetration tablets (Q4)
Telecompaper

41. Software Rules

42. All Replaced By My Phone

43. Expectations Game

44. 1.

45. Instant

46. How much time do you spend on the iPad At home, what is your primary computer
How often do you use the iPad?
(on a day of usage)? that 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%
Intense Usage: New Habit
Source: Sanoma iPad user survey 2011

47. 2.

48. New Deal

49. Changing media consumption
phone computer tablet
44% 48% 9%
overall overall overall
views views views
In the morning, phones are People that read on computers iPad readers read more news
where people start to engage consume their greatest share of on the device at night than
with their chosen media online news during the day during other times of day
10%
8% Computer
7%
5% Smartphone
3%
iPad
2%
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)

50. 4 – 5 – 8 – 30

51. Remember Nokia?

52. 3.

53. People Don’t Change

54. Sometimes You Repackage Smart

55. Don’t Reinvent People’s Needs

56. Be Where They Are

57. 4.

58. Personal

59. Super Targeted

61. iPad Ads Are Nice

62. 5.

63. Tech Serves You

64. HTML5 Will Make our Sites App-like

65. 6.

66. The New Lean Back

67. Browsing is Fun

68. 7.

69. Chains Change

70. Follow Up &
Considering Making a Visiting the Transaction Future
Options Decision Dealership Engagement
Driving Physical Traffic

71. It’s Transactionable

73. Fashion Chick Works

74. But It Can Be Indirect At Times

76. 8.

77. Redefine Yourself

78. DEVELOPMENT
PROOF OF CONCEPT
Bootcamp to Develop Prototype
TRAINING & BUSINESS CASE
Six Module Track to Develop Idea into Concept
SELECTION OF APPLICANTS
Open application process to join Mobile First Accelerator
September 2012: Mobile Accelerator

79. Transforming Print to Mobile Sanoma’s
New Mobile
Offering
Developing Digital to Mobile By driving internal
innovation,
intrapreneurship &
culture change,
the Mobile First
Accelerator will
allow us to explore
new opportunities
New Mobile First Services in Mobile Media

80. 9.

81. You Can’t See The Future

82. 10.

83. Don’t Fear To Experiment

84. Text
Ams
terd
BizD
ev&
am
Des
ign
est
dap ent
Bu pm
o
evel
Tech D

85. Function, Not Just Content

86. For The New Generation

87. Thank You – follow @lassi