mobilemediastrategies11dominicjacquesson
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Mobile Strategies for Media Owners
Dominic Jacquesson, Ink on Dead Trees
Mobile Media Strategies 2011, June 14th, London
Ink on Dead Trees• Digital marketing and digital publishing consultancy
• Work with several publishers, large and small, and also with several VC funded ‘disruptive tech’ start-ups
• Subscription / recurring revenues speciality
• Previously Chief Operating Officer at Institutional Investor Inc, and at Electric Word plc
• February - published a business intelligence report on mobile strategies for publishers, with TheMediaBriefing
Some predictions that have been
borne out...• Smartphones become the norm in mobile
• Tablet market still booming
• Android penetration overtakes iOS
• Blurring of line between apps and html5
• Pricing ceiling for apps at £/$3
• Integrated subscriptions will prevail
• Digital replicas of print issues don’t work
• Virality is the best form of marketing - be social
• Think workflow, not issues - be innovative
...with a few surprises
• Nokia choosing Microsoft Mobile rather than Android
• Slower-than-expected rollout of tablets to compete with the iPad
• Fewer mobile successes among traditional media than I had expected (hoped?)
Ten models for monetising mobile
apps• Freemium
• Integrated subscriptions
• Lead generation
• Sponsorship
• One-off sales
• Embedded advertising
• In-app issue purchase
• Digital news-stand
• Standalone subscription
• Issue-based payment
Decreasingeffectiveness
Increasingeffectiveness
1. Android will dominate this
market• BlackBerry will switch
to Android (probably) within 18 months
•Microsoft will keep playing a game of catch-up
• Apple will retain a ‘profitable niche’ status
•Makes your platform decisions fairly easy...
IODT June 2011: mobile OS projections by 2015
2. A new digital media landscape is
emergingm.site
www
app.site
wwwm.app
www.Discoverabilit
y(marketing)
Functionality(product)
+
+
=
=
Paywalls
3. Social media is drawing old media
into mobilem.site
iPhone
Android
B’berry
SamsungOvi
millions of MAUs
Facebook usage is already 40% mobile
IODT time-series analysis, June 2011
4. Apple is backing down on
subscriptions• 30% revenue share is a good deal for consumer publishers compared to news-stand or subscription fulfilment costs
•Data-sharing is getting better:
- Incentives being allowed to encourage opt-in
- Print subscriber integration being explicitly allowed
• ‘Best price’ rules are being covertly relaxedAndroid’s rise and the threat of
app.sites have forced the re-think in Cupertino
5. Innovation is working, replication
is failing• “Pay-once, access anywhere...and we’ll
know”
• Lead-generation revenue models
• Location-aware functionality
•Workflow from data
• Joyful user experience
• Social media integration
Thank Youdominic@inkondeadtrees.com
Twitter: domjacquesson
Are you investing in innovation or managing
decline?R
evenue
gro
wth
Profit margin %
Case Study: Top Table• Online restaurant search and
reservations
• 1.3 million registered users, 1 million reviews, 2.5 million visits/month, 70 staff
• Earns a fee for every diner-reservation. £100 million booked in 2010
• iPhone app for 11 months - location and cuisine based search, real-time reservations
• 250,000 downloads and 10% of total reservations... and growing
Case study: Financial Times
• “Most admired” app strategy in my survey of publishers in November
• 207,000 digital subscribers (+71% YOY), and over £200 million digital revenue
• Integrated subscriptions, across print, online and apps - ie pay once
• iPhone app 595,000 downloads, iPad app 487,000. Also Android and BlackBerry
• Sponsorship supported 2 months full free access to iPad app, worth £1million
• 1 in 10 new digital subs now via iPad app
Digital issues aren’t working on
tablets...WiredJune = 105,000November = 22,000
GlamourSeptember = 4,300November = 2,775
Men’s HealthJune = 2,800
October = 2,000
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