4. mark challinor

Making it Mobile @ The Telegraph Mark Challinor, Director of Mobile, Telegraph Media Group

1 BLN March 2012

H1 2012 MOBILE MASTERCLASS

Background – the mobile market

2007 2012

• Five years ago, the mobile landscape was…

• There were mobile phone apps, but the app store

concept as we know it now was still years away.

• Huge difference in speed and in scope than it is

today

2017


2012

• Keypad to touchscreen

• 2G to 3G/4G

• “social” as an afterthought, to social

intrinsic…

• …and to a world full of apps.

2007 2017

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• Faster devices

• More complex - replace workstations and

notebooks

• Portable/wireless devices

2007 2017 2012

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The Kindle Fire

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Opportunities in 2012

2012

Companies are “waking up” to mobile

More awareness More questioning

The rise of smartphones (easier)

Increase in bandwidth (LTE)

Case studies now available!

Mobile metrics Better content availability: more local, personal, relevant, engaging…

Mobile advertising, sponsorship etc.

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this

changes

everything?

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Unexpected truths?

• There are more over 55s with iPads than under 35s

• 25% of iPad owners say their iPad usage has been additional to their current media consumption i.e. not at the expense of other media

• 50% of owners share their iPad with other members of their family (Understanding household consumption patterns is vital (2 per h/hold). “Fair use policy”)

Source: YouGov survey of iPad owners, 2011

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What has

The Telegraph

experienced reaching

mobile audiences?

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Mobile at the Telegraph

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Fantasy Games

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Formats

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The Telegraph iPad News

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Free but not free! Rolls Royce not Ferrari

Continuous dialogue

+50% of app users gave

an email address

+100k tech email

database

+1,800 letters to the

editor

+12 focus

groups

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Continuous dialogue

What they liked…

• The product’s closeness to the newspaper rather than the website

• Conspicuous editorship

• Clean design, sections

• “finishability”

• Key content – main sections, letters, cartoons, puzzles.

• Advertising

• Visuals

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iPad advertising market

iPad advertising…

… is of premium value

… offers a new and differentiating way of engaging and attracting consumers

… attributes more value to brands

… is more likely to drive purchases

‘‘

Source: YouGov survey of iPad owners, 2011

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Our iPad audience

• 36% are over 55

• 72% of our iPad owners are male (85% originally)

• 27% live in London

• 24% Key executives (N. Index 312 for +£60k salary)

Source: Telegraph, 2012

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Telegraph iPad

• 40 pages per visit

• 16 minutes • 35 pages per visit

• 10 minutes

Source: Telegraph, 2012

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Day and Evening peaks

Weekday

peak is 7am

Weekend

peak is 8 -

9am

Source: Webtrends

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All part of a mobile and tablet strategy

Build customer interaction

Data collection opportunity

Generate new revenue

Facilitate content collection & distribution

Added value to advertisers

Provide bridge to younger audiences

Brand association new technology

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Growth and ‘joining up’

Mobile Apps

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New features for new audiences

• 700 editorial sections

• Personalisation

• Live market data

• Offline reading

• Embedded multimedia

• Breaking News push

alerts

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•Video highlights of all

Barclays Premiership

matches

•Available from 4.55pm on

Saturdays

•Shown as live for Sunday

& Weekday matches

Premiership video highlights

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Digital Pack Mobile Apps Print Pack

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Proven success – New York Times

300,000 digital subscribers

Increase in print subscriptions

Retained advertising revenue

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Digital Pack Mobile Apps Print Pack

Additional content added throughout 2012 to keep product fresh and re-marketable

Weekend supplements?

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Olympics on iPad

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Cascade

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Target by…

Network operator

Handset

Time of day

Day of week

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New formats

find your nearest

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New formats

slide show

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video banner

New formats

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New landscape, new

devices, new formats…

what else do we need to

consider?

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Measurement

How many?

For how long?

What did they do?

Active

users

Dwell times

Engagement

Need for clear and transparent measurement

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Increasing interaction…and making

money from mobile

1. Mobile payments

2. Quick Response (QR) Codes / Digital Watermarking

3. Augmented Reality (AR)

4. Location-based services

5. Mobile Social

6. SMS / Text messaging

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Mobile payments

• Take over from credit cards?

• NFC (Barclaycard/Oyster/Pingit)

• In-app Purchase (Bjork)

• QR/2D bar codes, mobile POS, and SMS transactions

• Apple, Amazon , Google and eBay

• Paypal claim…

• Trust/building confidence/UE is key!

$240bn

$670bn

2011 2015 Source: eMarketer, 2011

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Olympics

Samsung and Visa “Paywave”

3000 wireless payment terminals across venues

£15 max. Above…passcode required

Balance check/transaction history

Google Wallet only US.

Will they follow suit?

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Augmented reality

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Telegraph app 2012

The Era of Consumer Choice/Voice

Ultimately…

convergence

of Virtual and physical payments

of mobile networks & data services

of mobile and online platforms

of physical, augmented and virtual reality

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Key lessons

1. Thinking about our future audiences & where they’ll be.

2. Remembering it’s a new space for everyone. No panacea.

3. Not just about making money.

4. Have mobile strategies! Tailored. Build in experiments.

5. Dominate our markets with relevant mobile services/apps.

6. Focus on mobile optimisation of all content in our ecosystems.

7. Make our audiences feel important and entertain them

when possible

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The mobile opportunity

New

dimension

Revenue

stream

Content

distributor

Database

New,

modern

way

Enhance Rejuvenate

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Know your audiences

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The Telegraph Family

SMARTPHONE Breaking news, utility or fun

TABLET

Highly curated, once-a-day, aimed at time-poor, younger

demographic

WEB Search-driven; archive and multi-

media

Luxurious, complete, older demographic (weekday),

lifestyle (weekend)

NEWSPAPER

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Future of Newspapers?

• Traditional media is driving the

agenda for the reinvention of

the news industry

• Print remains an important

part of the mix

• Mobile is an integral part of

that future

• The Telegraph is committed to

a world class, multi-platform,

multi-channel future.

• Commitment to advertisers

and readers into the new

future!

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Making it Mobile @ The Telegraph Mark Challinor, Director of Mobile, Telegraph Media Group

Twitter: @Challinor BLN March 2012

Thanks for listening!

4. mark challinor

Technology