SlideShare a Scribd company logo
Commercial Launch of
       The Guardian’s
       Open Platform

       ...now open for business

Thursday, 20 May 2010
Welcome
            Introduction                 Mike Bracken
            Commercial context          Adam Freeman
            Working with us               Matt Gilbert
            Case Study: Enjoy England     David Fisher
            Summary                       Matt Gilbert
            Q&A                                  Team
            Developer Challenge             Everyone



Thursday, 20 May 2010
From publisher to
         platform
                        http://www.flickr.com/photos/heliopaz/2007012694/

Thursday, 20 May 2010
CONTENT API               DATA STORE              POLITICS API               MICROAPPS

        A service for selecting   A directory of useful   Open database of           A framework for
        and collecting            data curated by         candidates, voting         integrating 3rd party
        Guardian content for      Guardian editors. It    records,                   applications into
        re-use                    includes the Datablog   constituencies, election   guardian.co.uk.
                                  and the World Govt      results, live data on
                                  Data search engine      election day




Thursday, 20 May 2010
Adam Freeman
                         Director Consumer Media




Thursday, 20 May 2010
Context
     •     Difficult economic times can make innovation feel a luxury
          •  More important than ever

     •     Digital Media back in growth
          •  Time to raise expectations
     •     Alignment of our commercial strategy and commitment to
           open editorial vision

     •     £50k Guardian media support available


Thursday, 20 May 2010
Guardian’s strong digital track record




Thursday, 20 May 2010
.co.uk   network




Thursday, 20 May 2010
Thursday, 20 May 2010
“Our most interesting experiments lie in
                   combining what we know with the
                experience, opinions and expertise of the
               people who want to participate rather than
                           passively receive.”

                           -- Alan Rusbridger, Cudlipp Lecture 2010


Thursday, 20 May 2010
Being part of the web




Thursday, 20 May 2010
110 sites delivering 1.5M users




Thursday, 20 May 2010
New ways of working

       •     New technology blurs old distinctions
       •     Take advantage of new platforms
       •     Belief in operating behind closed doors simply not
             sustainable
       •     Open Invitation to experiment and explore with us…




Thursday, 20 May 2010
Matt Gilbert
                        Head of Business Development




Thursday, 20 May 2010
The Open Platform is open for business

           1. Open in and Open Out
           2. Tiered access
           3. Revenue Models


Thursday, 20 May 2010
Open In                   Open Out
                  Applications built by      Applications using Guardian
              partners that are integrated     content built by partners
              into the Guardian network       for other digital platforms


Thursday, 20 May 2010
Open In



Thursday, 20 May 2010
xxxxxx




Thursday, 20 May 2010
Open Out



Thursday, 20 May 2010
Thursday, 20 May 2010
Thursday, 20 May 2010
Open In and Open Out



Thursday, 20 May 2010
Thursday, 20 May 2010
Thursday, 20 May 2010
3 Tiers of access
                        3 Revenue models
  Keyless:
  Free access to headlines, data, tags and meta data. No key required.
  Partner keeps associated revenue from page.
  Approved:
  License to publish articles in full.
  Guardian keeps embedded ad revenue, partner keeps rest of page revenue.
  Bespoke:
  Custom solutions for licensing content and integrating rich applications.
  Sponsorship, revenue share, co-development options available.



Thursday, 20 May 2010
•   Official, Guardian-branded
      Core              •   Commission-based partnership
                        •   Core to Guardian mission and goals
                        •   High level engagement                          <10 apps



                        •   ‘Powered by’ or Guardian branded
     Niche              •   Revenue share, or ad model partnership
                        •   Topical, targeted, focused
                        •   Light engagement                            10-100 apps


                        •   Powered by the Guardian
      Open              •   Ad model partnerships
                        •   Innovative, experimental
                        •   Self-serve engagement                    100’s or 1,000’s



Thursday, 20 May 2010
Case Study: Enjoy England
                        David Fisher, Head of Guardian Plus




Thursday, 20 May 2010
Guardian Plus,Visit England, Mediacom, lingoBee




Thursday, 20 May 2010
Thursday, 20 May 2010
VisitEngland data


                         User uploads,
                           Articles




                        Open Platform




Thursday, 20 May 2010
Thursday, 20 May 2010
Thursday, 20 May 2010
•    Wider content distribution
               •    Enhanced functionality
               •    Live, local and social
               •    Extending Communities
               •    Reach communities in natural environments
               •    Longer term deals
               •    New revenue and ownership models
               •    Infinite distribution through applications and
                    widgets



Thursday, 20 May 2010
Partnership concepts
                           proprietary data

                                              MicroApp
                              Brand
             Search          Content           iPhone

                               Hub            Facebook


                           other    Open         ...
                           APIs    Platform



Thursday, 20 May 2010
The Open Platform is now
           open for business



Thursday, 20 May 2010
Summary of benefits

               •    Full, unique commercial content, openly available
               •    Create new, sustainable marketing IP
               •    Opportunity to experiment and innovate
               •    Developer resource




Thursday, 20 May 2010
Thursday, 20 May 2010
Advertising Sales:
           •     David Fisher, Head of Guardian Plus
           •     Richard Chambers, Emerging Ad Revenue


                 Business Development:
           •     Matt Gilbert, Head of Business Development
           •     Steve Wing, Content Sales & Mkting



Thursday, 20 May 2010
Thank you.



Thursday, 20 May 2010

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The Guardian's Open Platform is open for business

  • 1. Commercial Launch of The Guardian’s Open Platform ...now open for business Thursday, 20 May 2010
  • 2. Welcome Introduction Mike Bracken Commercial context Adam Freeman Working with us Matt Gilbert Case Study: Enjoy England David Fisher Summary Matt Gilbert Q&A Team Developer Challenge Everyone Thursday, 20 May 2010
  • 3. From publisher to platform http://www.flickr.com/photos/heliopaz/2007012694/ Thursday, 20 May 2010
  • 4. CONTENT API DATA STORE POLITICS API MICROAPPS A service for selecting A directory of useful Open database of A framework for and collecting data curated by candidates, voting integrating 3rd party Guardian content for Guardian editors. It records, applications into re-use includes the Datablog constituencies, election guardian.co.uk. and the World Govt results, live data on Data search engine election day Thursday, 20 May 2010
  • 5. Adam Freeman Director Consumer Media Thursday, 20 May 2010
  • 6. Context • Difficult economic times can make innovation feel a luxury • More important than ever • Digital Media back in growth • Time to raise expectations • Alignment of our commercial strategy and commitment to open editorial vision • £50k Guardian media support available Thursday, 20 May 2010
  • 7. Guardian’s strong digital track record Thursday, 20 May 2010
  • 8. .co.uk network Thursday, 20 May 2010
  • 10. “Our most interesting experiments lie in combining what we know with the experience, opinions and expertise of the people who want to participate rather than passively receive.” -- Alan Rusbridger, Cudlipp Lecture 2010 Thursday, 20 May 2010
  • 11. Being part of the web Thursday, 20 May 2010
  • 12. 110 sites delivering 1.5M users Thursday, 20 May 2010
  • 13. New ways of working • New technology blurs old distinctions • Take advantage of new platforms • Belief in operating behind closed doors simply not sustainable • Open Invitation to experiment and explore with us… Thursday, 20 May 2010
  • 14. Matt Gilbert Head of Business Development Thursday, 20 May 2010
  • 15. The Open Platform is open for business 1. Open in and Open Out 2. Tiered access 3. Revenue Models Thursday, 20 May 2010
  • 16. Open In Open Out Applications built by Applications using Guardian partners that are integrated content built by partners into the Guardian network for other digital platforms Thursday, 20 May 2010
  • 22. Open In and Open Out Thursday, 20 May 2010
  • 25. 3 Tiers of access 3 Revenue models Keyless: Free access to headlines, data, tags and meta data. No key required. Partner keeps associated revenue from page. Approved: License to publish articles in full. Guardian keeps embedded ad revenue, partner keeps rest of page revenue. Bespoke: Custom solutions for licensing content and integrating rich applications. Sponsorship, revenue share, co-development options available. Thursday, 20 May 2010
  • 26. Official, Guardian-branded Core • Commission-based partnership • Core to Guardian mission and goals • High level engagement <10 apps • ‘Powered by’ or Guardian branded Niche • Revenue share, or ad model partnership • Topical, targeted, focused • Light engagement 10-100 apps • Powered by the Guardian Open • Ad model partnerships • Innovative, experimental • Self-serve engagement 100’s or 1,000’s Thursday, 20 May 2010
  • 27. Case Study: Enjoy England David Fisher, Head of Guardian Plus Thursday, 20 May 2010
  • 28. Guardian Plus,Visit England, Mediacom, lingoBee Thursday, 20 May 2010
  • 30. VisitEngland data User uploads, Articles Open Platform Thursday, 20 May 2010
  • 33. Wider content distribution • Enhanced functionality • Live, local and social • Extending Communities • Reach communities in natural environments • Longer term deals • New revenue and ownership models • Infinite distribution through applications and widgets Thursday, 20 May 2010
  • 34. Partnership concepts proprietary data MicroApp Brand Search Content iPhone Hub Facebook other Open ... APIs Platform Thursday, 20 May 2010
  • 35. The Open Platform is now open for business Thursday, 20 May 2010
  • 36. Summary of benefits • Full, unique commercial content, openly available • Create new, sustainable marketing IP • Opportunity to experiment and innovate • Developer resource Thursday, 20 May 2010
  • 38. Advertising Sales: • David Fisher, Head of Guardian Plus • Richard Chambers, Emerging Ad Revenue Business Development: • Matt Gilbert, Head of Business Development • Steve Wing, Content Sales & Mkting Thursday, 20 May 2010