NEWPEOPLE - An introduction to mobile
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A Sanoma presentation given at VIP Connect (NEWPEOPLE) together with Tim Akkerman. It gives an overview of the development of Media since Gutenberg's press and how Mobile has taken hold of us. It continues to outline the changes in media consumption and advertising spend per platform. A few lessons learned at Sanoma for better mobile presences are mentioned (in the talk, the slide is just a placeholder:)) and the talk closes with a few of signals of new developments at the horizon.
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NEWPEOPLE - An introduction to mobile
- 1. AN INTRODUCTION TO MOBILE NEWPEOPLE
- 2. CONTEXT 2 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 3. Media: a short history Last 24 hours 3 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 4. Media: a short history Last week 4 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 5. Media: a short history – Google Glass Last year 5 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 6. Media: a short history – iPad Last 4 years 6 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 7. Media: a short history – iPhone Last 7 years 7 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 8. Media: a short history – GSM Last 22 years 8 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 9. Media: a short history – Desktop PC Last 40 years 9 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 10. Media: a short history – Television Last 85 years 10 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 11. Media: a short history – Radio Last 103 years 11 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 12. Media: a short history – Magazines Last 282 years 12 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 13. Media: a short history – Newspapers Last 412 years 13 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 14. Media: a short history – Printing Press Last 569 years 14 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 15. Media: a short history – Printing Press Last 569 years 15 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 16. Printing Press till newspapers 407 years 16 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 17. Newspapers till website 145 years 17 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 18. Website till mobile app 12 years 18 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 19. Mobile app till tablet app 2 years 19 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 20. Changing media consumption pattern The speed of innovation is drasticly accelerating. New mass-media emerge in ever shorter time-cycles. 20 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 21. CONSUMPTION 21 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 22. The Netherlands in top-5 European mobile internet
- 23. 2013 a disaster for Dutch PC sales
- 24. 65+ taking the leap to mobile
- 25. US Consumer Media Consumption 50 45 40 35 30 25 20 15 10 5 0 2009 2010 2011 2012 2013 TV 25 20 November 2013 Online NEWPEOPLE – AN INTRODUCTION TO MOBILE Radio Print Mobile
- 26. Media Consumption: Time spent vs Advertising spent (US’12) 50 45 40 35 30 25 20 15 10 5 0 Time spent Ad spent TV 26 20 November 2013 Online NEWPEOPLE – AN INTRODUCTION TO MOBILE Radio Print Mobile
- 27. Media Consumption: Time spent vs Advertising spent (US’12) 50 45 40 35 30 25 20 15 10 5 0 Time spent Ad spent TV 27 20 November 2013 Online NEWPEOPLE – AN INTRODUCTION TO MOBILE Radio Print Mobile
- 28. Pageviews per platform NU.nl since 2010 28 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 29. Pageviews per platform NU.nl since 2011 29 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 30. App usage globaly Google Maps Facebook Youtube Google+ WeChat Facebook Messenger Skype Twitter Whatsapp Instagram 30 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE 54 44 35 30 27 22 22 22 17 11
- 31. App usage globaly Google Maps Facebook Youtube Google+ WeChat Facebook Messenger Skype Twitter Whatsapp Instagram 31 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE 54 44 35 30 27 22 22 22 17 11
- 32. LESSONS 32 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 33. Mobile-friendly site 33 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 34. Keep it really simple 34 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 35. Follow the guidelines 35 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 36. Measure and learn 36 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 37. Listen to your users 37 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 38. FUTURE 38 20 November 2013 NEWPEOPLE – AN INTRODUCTION TO MOBILE
- 40. Quantified self
- 41. Smarter services
- 42. The internet is leaking
Editor's Notes
- Gutenbergpressvs a print copy of the NYT
- A physical copy of the NYT vs the NYT website
- The NYT website towards the NYT application.
- The mobile app of the NYT versus the tablet app of the NYT
- We could go on: NYT also is available on connectedTVs, in carsand microwaves. The point is clear: innovation speeds are ramping up, andyou’dbetterbe ready forthose changes.
- CBS,June 2013
- Gartner, November 2013
- GfK,June 2013:TABLETThe Netherlands has about5,6mln tablet users. This is anincrease of 1,3mln comparedto 6 monthsearlier, and the number of users doubled in the year (summer 2012: 2,8mln tablet users)MOBILEThe Netherlands has 8mln mobile (smartphone) users. This is anincrease of 1mln comparedto 6 monthsearlier. The amount of smartphone users grewby 2mln in the past 12 months.These increasednumbers are mainlyduetoelderlywho are joining the tablet andsmartphone users.
- eMarketeer, August 2013Media consumption is changing, are youfollowing the crowd?
- KPBC (2013) – the advertisers are notoriously slow in following the crowd
- KPBC (2013) – This means there is a 20bln opportuntiywith internet connected services.
- NU.nl pageviews per platform fromJanuary 2010 till September 2013.While desktop is top of mind for most, the people are mostlyshiftingtotheir more portable screensforconsumption. Thisexample is forNU.nl, but we can name severalother websites for big brandswhich have substantialy more visitorsthrough mobile and tablet thanthrough desktop. Do youknowwhat percentage of visitors is comingfrom mobile? What do you do to service them?
- NU.nl pageviews per platform fromJanuary 2009 till September 2013.While desktop is top of mind for most, the people are mostlyshiftingtotheir more portable screensforconsumption. Thisexample is forNU.nl, but we can name severalother websites for big brandswhich have substantialy more visitorsthrough mobile and tablet thanthrough desktop. Do youknowwhat percentage of visitors is comingfrom mobile? What do you do to service them?
- Global Web Index (Q3 2013).Mobile users are different from desktop users. Just look at these numbers of globalappusage. It’s mostlyfunctional, and most likely does notmirrortheirusage on a desktop machine.
- Global Web Index (Q3 2013).Mobile users are different from desktop users. Just look at these numbers of globalappusage. It’s mostlyfunctional, and most likely does notmirrortheirusage on a desktop machine.
- Little screen estate, sensor rich,always on, alwayswith the user. It’s very different from desktop, learntouseit in the right way.A great way toscareyourvisitoraway is bynotoptimizingyour website for mobile. Think of your mobile user as a vistor in another context then the visitorfrom desktop. They have a specific goal andyou’dbetter make surethatit’s easy forthemtofulfilltheir goal. [ADVERTISERS – MOBILE OPTIMIZED LANDINGPAGES]
- Mobile is a tool, make itusefull. No needto put all the possiblefunctionalityyoucanthink of in a single app. Instead focus on onespecificthingand do itreally well. Remember the globalappusage? Thoseappsall serve a single purpose.Example:For fashion website StyleToday we built anadvancedapplicationthatallowedfemale users to upload every piece of theirwarderobe. The user couldindicatewhatseasonit was, andwereableto select pieces of theirwarderobeand have itcompletedthrough a complicatedalgorithm. It was a huge project with high expectations, but unfortunatelyitdidnotperformonceit was released. The user didnotunderstand. [STYLE TODAY vs WHAT TO WEAR]Notmuch later we launchedWhattoWear: anapplicationwith a dailystyleadvice. The application shows a set of clothesand links to sites thatsell the outfit shown. Thisapplication was a lot lessdifficulttobuild, had way less features, and is continueingto show a steady growth in users whilegeneratinggrowingrevenues.It’s really important to make sureyourapplication does onething right. Andit’svery hard too.Is ABN Amro in the audience? They have a greatapplicationfordoingyour banking business. It does whatitneedsto do: sending money andchecking on your accounts. Recentlytheyaddedanotherfunctionality: aninboxforsendingmessages. I don’tunderstandwhythiscan’tbedoneby email. I don’t want to monitor anotherinbox. I do understanditfrom the business perspective: theybankssee more interactionwith the client in the applicationthan in their bank andseektousethisinsight. But by building aninbox in their banking applicationthey are failing. [ABN AMRO EMAIL INBOX?]
- Onlydevelop native. Don’tuse a on size fits allgrid or framework. It’s bad for the user experience, andwillcostyoudeerlyonceyourapp starts togaintraction, as the platforms are usualyverylimited in theircapabilities.Example:In the earlydays print innovative print titleswere forward thinking. Theywerenotwaitingfor the company tocomewithan overall mobile strategyandpioneeredwiththeir first mobile applicationbased on the knowledgethey had frominteraction design (a mix of print and a bit of website design). Grazia is onesuchexample. Once we had a look at the applicationanddid a rebuild of the application, we managedto double the amount of pageviews in the applicationandbuild a steady increase of readership. NowGrazia has more readers on their mobile applicationthan on their website. [OPTIMIZED WITH GUIDELINES: DOUBLES THE ENGAGEMENT]
- Learnbymeasuring. UseDistimo, use Google Analytics for mobile, etc. Tounderstand as much as youcanabouthowpeople are usingyour service.Example:Keeping upyour systems isn’talways easy. At Sanoma we also have anoutageeveryonce in a while. This is annoyingto the user, andcouldcostyou users. We neededtoillustratethisto the business, because the mobile user is unforgivingifyou are notessentialtotheirdaily routine. In a particular timeframe in the earlydays of our mobile activities we had quitesome IT troublewith the content delivery of our content. We couldclearlysee the the effect of suchoutages. [OPTIMIZE FOR ERRORS]
- Don’tjustuseyouranalytics input forimprovingyourapplication. Of course it’s important toupdate fastand updateoften. Keep aneye on the soft side of the experience: reviews, andobservational studies of your users help yougaininsight in whatit is thatthey want. It’s greattohearwhat users think of yourapplication, andtoseehowtheyactuallyuse it. Sometimesitturns out theyuseit in totally different waysthananticipated.Example:At Sanoma we have a lot of applicationsoriginatingfrom a print magazine brand. Print magazines think in terms of print, andthereforetheyfindit important to have a link to the print magazine in the application. Statisticsand user interviews pointed out thatfor most applications the user doesn’t care thatmuchabout the magazine. This is reflected in the location of the print button. [MAGAZINE TAB]
- [NEW SCREENS] Optimizefor a world of unknownscreens. Glass has a small, low resolution screen, whileyourconnected TV will have a large screen and a remote tooperate it.[AUTOMOTIVE] Preparefor new placesto get acces to the internet. Google, Blackberry, Microsoft and Apple are allactive in the automotive sector andflirtingwith the big guys. In the next few years new carswillincreasinglysellwithwifi access in the car, andalreadysomecars are sellingwith a premature appstore on board. It will take time for a traditional industrylike Automotive toadaptto the web, andthey are luckywith the barrierto entry.I have someknowlegde of how the automotiveindustryworks. A fast project takes about 3 years. Thiswouldbealreadylightning speed for a specific service in the car. Ifyoucomparethisto a 3 months lead time foranavarage mobile project, youcanimaginethat the industry is ripefordisruption.[GLASS]The car as an interface is justoneexample. Otherexamplesinclude google glass. Considerhowthiswillgive a very different user experienceand context than the desktop website. Glassisn’t made to browse the web as we know it. Keep it Simple for mobile wouldbarelybesimpleenoughforGlass.
- Nike Fuel band /Narrative clip[DATA OWNERSHIP]Notjustmeasuringyourself, but also new hardware that does justthat. We’llencounter new ethicalquestionsandwe’ll have toevaluateonceagainwhat privacy means andwho’sowner of the data generated.[TYPES OF DATA] Data is no longersomethingthatjustcomesfrombrowsingbehavior. All kinds of data are collected. Yourphoneknowswhenyou wake up andwhenyou go to sleep. It knowswhoyou have contact with the most andit’slikely a compagnon in running relatedactvities.[NEW DEVICES]Besidesyourphone, a whole new category of devices is comingto the market. The smartwatchseemsto make a revival: no calculators aroundyourwristlike in the ‘80s, or tiny TV screenslike in Japan in the ‘90s, but devicesthatmeasureyouractivityandotherbodily data. All the large Consumer electronics companies are working on products in thissegement. Philips came out with Philips Directlifealready a couple of yearsago, There are variousAndroidsportsWatches, Samsung has a band to monitor activityand we have yettosee the rumoured Apple smartwatch. So far the marriage with Nike+ seemstobe holding.
- Google NowServices will get smarter. The daysyoucouldjust start the next facebookfrom the attic are numbered. The big techcorporations are widening the gap with the data and the processing power they have at hands. It’s gettingto a point whereit’sgettingincreasinly hard toseewhat is at the horizon.WhoknowsJeopardy? It’s anamerican game show format whereyou get all the answers, andyouneedtocome up with the question. IBM has build the grandson of DeepBlue, the computer whobeatedKasparov in chess: Watson. Watson is a supercomputer with the abilitytounderstandlanguage. In 2010 Watson beat the best Jeopardyplayers 3 times in a row.This is a gameshow, youmightthink. Still the implications are a lot largerand span across a lot more industriesthanjust entertainment. SinceJeopardy made a public appearance, it’susedtosolve traffic issues, searchesforsolutionstocomplicatedmedicalproblemsandit’stryingtopredict crime beforeithappens.Supercomputers andsupercomputingpower are a big thingand IBM is not the only company working on this. Google is veryopenlyusingGoogle Now, the service thataimstoansweryourquestions right beforeyou have them. Stillquite hit and miss, but youcanseewhereit’sgoing. Theywillknow the time it takes foryouto get fromhereto home whenyouleaveafterthis event. Andthey’ll do a decent job at predictingwhat form of transportation you’llbeusing. Ifyou are notgoing home, they’ll most likelywillknowsotoo.
- Internet of Things, 3D printing, QuantifiedSelf.[INTERNET OF THINGS]Thisincreaseddifficulty is amplifiedby the leaking internet. It peersinto the real world, and is comingtous in otherformsthan computers, laptops or phones.Think of the NEST, an internet connectedThermostatthat is aware of yourhabitsbecauseitcan sense whenyou are around. Besidesthatitknows the weather forecast anditrememberswhenyou are at home andtriestodetermineyourdailypatternfor energy saving.