- Android apps are growing in popularity, with Sanoma creating over 80 apps for Android and other platforms in 2011. This includes kids apps, magazine apps, shopping guides and more. - Sanoma's app program has been successful, with over 1.1 million downloads and €800,000 in revenues by the end of 2010. Downloads and revenues continue growing. - Lessons learned from creating over 40 apps in 2010 include owning property rights, designing for touchscreens instead of clicks, getting feedback, and leveraging the App Store and Android Market distribution.

1. Planet of the Apps
Part II - Android strikes back
Sanoma MediaParade, April 7, 2011
Herman Kienhuis (@kienhuis), BusDev

3. market developments;
mobile internet & tablets
sanoma app development program;
results, plans & learnings

4. Mobile: Always On

5. 1 in 3 people now have a smartphone;
in 2012: 1 in 2
% Smartphone adoption by market
NL
NL data: telecompaper

6. Mobile internet usage booming,
driven by proliferation of apps
NU.nl mobile pageviews
200,000,000
Android
150,000,000
100,000,000
iPhone
50,000,000
m.nu.nl
0
May-09
Jun-09
Jul-09
Aug-09
Sep-09
Oct-09
Nov-09
Dec-09
Jan-10
Feb-10
Mar-10
Apr-10
May-10
Jun-10
Jul-10
Aug-10
Sep-10
Oct-10
Nov-10
Dec-10
Jan-11
Feb-11
Mar-11
Source: Sanoma Media

7. Why Apps?
•Developers community: 350.000 apps
•Easy discovery and installation: App Store
•One click payment: iTunes
•Customizable: Personal, Social
•Esthetic Experience: Apple UI
•Speed and accessibility
•Native use of device capabilities: GPS, compass,
accelerometer, tilt-sensor, microphone, camera

8. the Dutch iPhone user*
Male Female
<25 25-44 >44
<HBO HBO/WO
0 0.25 0.5 0.75 1
* based on NU iPhone App users survey (Q3, 2010) Source: Sanoma Media

9. Mobile advertising growing up
US mobile advertising spend (USD mln)
3000
2000
1000
0
2009 2010 2011 2012 2013 2014
Source: eMarketer, Sep 2010

10. Mobile advertising growing up
! &
Mobile messaging Mobile search Mobile display ads Mobile video
Time targeting Device targeting Content targeting Location targeting
Click to call Click to App Store Request form Coupon Click to buy

11. http://www.flickr.com/photos/schnaars/4544419991/
Tablets: Touching

12. A new category of comfortable
computing devices
Entertainment/ Information/ Entertainment/ Communication/
Inspiration Productivity Creation Monitoring
XL form Short form Medium form XS form
Push Pull Pull Push
TV/DVD/iTV Software/ Websites Apps/Websites Apps/Widgets
Movies/ Search/Social/ Ebooks/Photos/ Music/
VideoGames Video Video CasualGames
Hours Hours Quarters Minutes

13. iPad selling faster than iPhone
15 mln iPads sold in 3 quarters*, >300.000 in NL
40,000,000
30,000,000
20,000,000
10,000,000
Actual sales
Analyst projections
0
Apr-10 Jul-10 Oct-10 Dec-10 Apr-11 Jul-11 Sep-11 Dec-11
* vs. 4 mln iPhones in first 3 quarters

14. Strong uptake of iPad sales
(>300.000) and usage in NL
NU.nl iPad app downloads & pageviews
200,000 15,000,000
150,000 11,250,000
100,000 7,500,000
50,000 3,750,000
0 0
Jul-10
Aug-10
Sep-10
Oct-10
Nov-10
Dec-10
Jan-11
Feb-11
Mar-11
Downloads Pageviews Source: Sanoma Media

15. the Dutch iPad user:
men, 25-44, well educated
Male Female
<25 25-44 >44
<HBO HBO/WO
0 0.25 0.5 0.75 1
* based on NU iPad App users survey (Q3 2010, n=5000) Source: Sanoma Media

16. the Dutch iPad user:
uses it every day, an hour per day
<15 min.
once a day or less
>3 hrs 15-30 min
2-3 hrs
30 min - 1 hr
30%
1-2 hrs
more than once a day 32%
94%
Source: Sanoma Media

17. the Dutch iPad user:
uses it everywhere at home
0% 25% 50% 75% 100%
2/3 shares it with partner, 1/2 with kids
Source: Sanoma Media

18. the Dutch iPad user:
uses it for rich media consumption
News
Browse web
Search
Email
Games
TV/video
Photos
Social networking/blogging
Reading magazines
Reading books
Notes / word processing
Music
Shopping
Business presentations
Chat / messenging
Drawing / image processing
0 25 50 75 100
Often Sometimes
Source: Sanoma Media

19. Tablets changing reading habits?
Source: Read It Later

20. Tablets changing reading habits?
31%* 62%* 6%*
Source: Comscore/WSJ - *pageviews % changed to NU.nl data (march 2011)

21. Future of Digital Magazines?

22. Future of Digital Magazines!
Autoweek in-app edition sales growing slowly
CENSORED
• Tablet adoption growth: +300% sales expected in 2011
• Other formats: ST: more simple; LT: more dynamic:
personalized, real-time, video
• Subscriptions: PopularScience sold 10,000 iPad subs in 5 wks
• Better in-app & subs marketing: we’re on learning curve
Source: Sanoma Media

23. TV Print
[audiovisual, emotion, social] [tangible, inform, inspire]
Online Mobile
[interaction, targeting] [portable, always-on]

25. market developments;
mobile internet & tablets
sanoma app development program;
results, plans & learnings

26. Part I: A New Dawn
Speed up Create
investment scale
Build-up of
Learning
internal
by doing
expertise

27. Speed up Fund &
investment guide
Create
Share
Part I: A New Dawn
concepts scale
& code
2010:
>40 apps
Measure
& Learn Develop
Learning & market Build-up of
by doing internal
expertise

28. Apps (NL)
Q2 2010 Q3 2010 Q4 2010
Grazia Autoweek iPad (2.39) EHBO kids (2.39)
Hier.nl Kieskeurig Playboy Android
NUsport Zwanger (1.59) Viva iPad (2.39)
WK voetbal (1.59) Gamer Lekker 2011 (4.99)
NU24 Gamer iPad Weekmenu
NU iPad GameRelease Kwaak Wekker
Dnews iPad

29. Growing app downloads;
revenues getting serious
250,000
Downloads
200,000
150,000
100,000
>1.1m
50,000
0
€250,000
Revenues
€200,000
€150,000
€100,000
>€0.8m
€50,000
€0
Jan-10
Feb-10
Mar-10
Apr-10
May-10
Jun-10
Jul-10
Aug-10
Sep-10
Oct-10
Nov-10
Dec-10
Source: Sanoma Media

30. 2011:
Part II: Android Strikes Back
>80 Apps (int.)
Kids apps
Android apps
App directories
Shopping apps
Magazine apps
Location based
Interactive ads
Custom apps

31. Apps (NL)
Q1 2011 Q2 2011 Q3/Q4 2011
Jaar in beeld iPad (1.59) Viva Forum Kieskeurig Android
GoeieVraag Playmate clock NUsport iPad
GameTron StartApp+ NUsport Android
Gamer Android Autoweek Android VTwonen iPad
Horoscoop iPad (0.79) Autotrader iPad Linda iPad
QRscanner.nl Autotrader Android Styletoday iPad
Memory+ (2.39) Tellen+ Lekker 2012
Woordjes+ (1.59) Puzzelen+ Delicious iPad
CENSORED
Keet iPad
Mahjong iPad
VTwonen shopgids
Shopping guides
Shopping catalogues+
Styling
NUtvgids iPad Gardening
Belegger Coloring
GameTron iPad Dieting
Ooggetuige+ DIY
Styletoday Quiz
Margriet routegids Planner
Tijdschrift.nl iPad Walking
Sanoma Media+ Skating
Etc.

32. Previews !
CENSORED

33. Learnings

34. Learning by
doing

35. Own property rights

37. Don’t repack
the old medium

38. Compared to a touch,
clicking is boring

39. Design for fingers,
not for eyes only

40. Provide multiple
entry and exit points

41. Don’t reinvent the
wheel, unless...

42. Cause Steve said so

43. It’s about the App Store

44. Get feedback

45. Thank you
Applause
@kienhuis