The document discusses the International Newsmedia Marketing Association (INMA), its role in exploring the future of newspapers in the mobile era, and various trends in mobile usage and app development. It highlights the rapid growth of mobile internet and devices compared to traditional desktop options and considers the implications for news publishers regarding content management, advertisement strategies, and app development. It also mentions upcoming events and sessions focused on these topics, including the INMA/Opa Europe conference in Kraków in 2010.

1. Mobile Future
of Newspapers

2. What’s INMA?
International Newsmedia
Marketing Association
Non-profit news publishers’ association. 3000 members
in 80 countries. Offices in Dallas, Antwerp and New Delhi.
WWW.INMA.ORG

3. Who am I?
Grzegorz Piechota
Vice-President of INMA Europe
(office in Antwerp).
Head of Social Campaigns
at Gazeta Wyborcza in Warsaw.
PL.LINKEDIN.COM/IN/
GRZEGORZPIECHOTA

4. The first to report on tablets
Oxford Tablet
Summit 2010
Just on-time seminar organized
by INMA, Innovation and
Reuters Institute for the Study
of Journalism. May 2010.
WWW.FORUM4EDITORS/TAG/
OXFORD-TABLET-SUMMIT/

5. Where will we share more?
INMA/OPA Europe
Conference 2010
Three-day newsmedia
conference in Kraków.
September 29-October 1.
Co-organizer: Online
Publishers Association Europe.
WWW.INMA.ORG
WWW.OPA-EUROPE.ORG

6. Searching for the Holy Graal

7. What’s beyond print?

12. Jan 27, 2010

14. Hope & hype

15. What are
the facts?

16. 3,3 million iPads sold in three months
✖
Compare the number of days it took these devices to reach 1 mln units sold
Nintendo Nintendo
iPad iPhone Netbooks BlackBerry iPod
Wii DS
13 15 28 74 180 300+ 360+
Source: PC Magazine, “Apple reports record revenue on Mac, iPhone Sales”, 7/20/2010,
Morgan Stanley, “Internet Trends”, 7/6/2010

17. Mobile Internet ramping faster than desktop one ✖
Compare the number of subscribers of mobile and desktop
Internet services after 10 quarters since their launch
100
iPhone ~86 mln
80
+ iTouch Netscape
Subscribers (mln)
Start: 6/2007 Start: 12/1994
60
40 ~31 mln i-mode
Start: 6/1999
20
~18 mln AOL
Start: 9/1994
~8 mln
0
Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19
Source: Morgan Stanley,
Quarters since launch Internet Trends, 7/6/2010

18. In 2 years smartphone > PC shipments ✖
Global unit shipments of desktop PCs, notebooks and
smartphones: real data for 2005-08 and forecasts for 2009-13
700
Desktop PC 2012: inflection point
Annual unit shipments (mln)
600
Notebooks Smartphones > PC
Smartphones
500
400
300
200
100
0
2005 2006 2007 2008 2009(F) 2010(F) 2011(F) 2012(F) 2013(F)
Source: Morgan Stanley, Internet Trends, 7/6/2010

19. Mobile apps get as popular ✖
as mobile web browsing
How do Americans use their smartphones?
40 39 38
Mobile app
users
Mobile
US smartphone users (mln)
browser users
30 2x
20 18 18
10
0
Source: Morgan Stanley,
4/2009 4/2010 Internet Trends, 7/6/2010

20. Mobile app usage unprecedented ✖
Compare average number of apps downloaded by users
50 47
40
30
22
20
12 10
10 5
0
iPhone/iTouch Android iPad BlackBerry Nokia
Source: Morgan Stanley, Internet Trends, 7/6/2010

21. iPhone users have the widest choice of apps ✖
Number of mobile apps available (paid and free, in thousands)
212 50 10 8 11
iPhone/iTouch Android iPad BlackBerry Nokia
Source: Distimo App Store Analytics, “Mobile application stores. State of play”,18/6/2010

22. In general, most mobile apps are paid
✖
Share of paid apps on different platforms and their average price
iPad 20% 80% $4,99
iPhone/iTouch 27% 73% $4,01
BlackBerry 25% 75% $7,52
Nokia 25% 75% $2,89
Android 57% 43% $3,29
0% Free Paid 100%
Source: Distimo App Store Analytics, “Mobile application stores. State of play”,18/6/2010

23. 26% apps developed for iPad ✖
go into books or news category
Categories of 10,000 apps (paid and free)
Books, reference
Games 18%
22%
News
8%
Social networking
2%
Utilities, productivity
9%
Entertainment, music
15%
Lifestyle, hobbies
13% Source: MacStories.net,
Education, health Federico Viticci, “Tha App
13% Store has now over 10,000
apps”,12/6/2010

24. iPad: is this a device for a weekend?
✖
Web browsing activity of iPad users grows significantly
on Saturdays and Sundays
4/15 4/18 4/21 4/24 4/27 4/30 5/3 5/6 5/9 5/12 5/15 5/18 5/21 5/24 5/27 5/30
Source: NetMarketShare.com, “iPad Share Jumps Upon International Release”,21/6/2010

25. Evening iPad reading on a sofa
✖
Here’s when exactly iPad users browse the website
of a Norwegian daily Aftenposten.no during an average day
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
Source: John Einar Sandvand, “Aftenposten”,21/6/2010

26. iPad is NOT used like a mobile phone
✖
Compare when Aftenposten.no users browse the site
using their mobile phones and iPads
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
Source: John Einar Sandvand, “Aftenposten”,21/6/2010

27. iPad is NOT used like a desktop PC
✖
Compare when Aftenposten.no users browse the site
using their desktop PCs and iPads
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
Źródło: John Einar Sandvand, “Aftenposten”,21/6/2010

28. Morning e-edition for an iPad? Wrong!
✖
Compare when readers of “Aftenposten” use the paper
in print i when do they browse Aftenposten.no on their iPads
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
Source: John Einar Sandvand, “Aftenposten”,21/6/2010

29. So how to unlock
the future
of newspapers
on new devices?

30. To focus on iPad or not?

31. What about
Android
phones,
Kindle etc.?

32. Do we need to make apps?
iPad is so
great for
browsing,
so maybe
you don’t
Aftenposten.no need an app
Recoded home page’s serving at all?
ads just for iPad users.

33. If you believe you need an app...
Do publishers
really need to
invest in making
iPad apps in-
house? What
other options
are there?

34. To charge or not to charge?
Wall Street Journal Financial Times
Paid subscription: $3,99/week Free (sponsored) app.
10 000 SUBSCRIBERS 250 000 DOWNLOADS
Source: PaidContent.co.uk, 2/6/2010; 27/7/2010

35. Give them all or just a selection?
New York Times Guardian
“Editors’ choice only” app. Free news photo app.
350 000 DOWNLOADS 90 000 DOWNLOADS
Source: PaidContent.co.uk, 2/6/2010; MediaGuardian.co.uk, 8/6/2010

36. To fight aggregators or not?
Are we
going
to allow
the history
Pulse to repeat
Paid RSS aggregator itself?
in a conflict with the “NY Times”.
35 000 DOWNLOADS SOLD
Źródło: PaidContent.co.uk, 2/6/2010; New York Times

37. How to sell ads for iPads?
30 second
is an average time a user
is interacting with an online ad
on the iPad.
6x
It’s six times longer than he is
when seeing the ad on his
desktop PC.
How to make ads on
iPad more engaging
than those online?
Source: “Pointroll & AdMarvel Report” via BizReport.com, 16/6/2010

38. How to manage our content?
Content

39. Where to look for
all the answers?

40. Special session on tablets
at the INMA/OPA Europe
Newsmedia Conference
29/9-1/10/2010
Kraków, Poland
www.inma.org/inmaopaeurope