embracing mobile

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EMBRACING MOBILE Australian Broadcasting Corporation Manuela Davidson Mobile Executive Producer, ABC Innovation e: [email protected] t: @manueladavo 1

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Page 1: Embracing Mobile

EMBRACING MOBILE

Australian Broadcasting Corporation

Manuela Davidson Mobile Executive Producer, ABC Innovatione: [email protected]: @manueladavo

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Page 2: Embracing Mobile

2005 – Content Licensing

2007 – Movietime 2009 – ABC Mobile

Foundations

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Foundations

Why did we do it?

Potential as media channel

Need to reach Australian audiences anywhere

Understanding that mobile would fall into our PB’s obligations

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Foundations

ABC’s role as the national public broadcaster

Inform

Entertain

Educate

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80 Years Perspective

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Fixed appointment

Flexible catch up“This day was for me, what the mobile phone is to people now. It was the day that an interest in current affairs and news became part and parcel of our family's 'must see' activity.” Lorraine, 80 Days That Changed Our Lives

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Australian trends

Source: Nielsen, February 20126

Smartphone ownership continues to grow

64%

201036%

2012

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ABC trends

15 to 20% of all visits to www.abc.net.au are from mobile devices

iOS 78%

Android 16%

BlackBerry 2%

Symbian 0%

Source: Webtrends Analytics, 14-20/05/2012 (weekly figures) 7

78%

16%

2% 0% 4%

iOS

Android

BlackBerry

Symbian

Others

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ABC trends

Source: Webtrends Analytics (monthly figures) 8

Apr 2009253,152 visits

Apr 20126,349,012 visits

84%

11%

1% 0%

4%

iOS

Android

BlackBerry

Symbian

Others

58%

0%

28%

11% 3%

iOS

Android

BlackBerry

Symbian

Others

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ABC trends

Top 20 devices visiting http://m.abc.net.au are: iOS 62% [up from 44% in Aug/10]

BlackBerry 5% [down from 24% in Aug/10]

Symbian 4% [down from 18% in Aug/10]

Android 28% [up from 6% in Aug/10]

Source: Origin Analytics 27/08/2010 and 20/05/2012 9

62%

28%

5% 4% 1%

iOS

Android

BlackBerry

Symbian

Others

Page 10: Embracing Mobile

ABC trendsApps in downloads

Source: iTunes Connect, Google Play Store, OVI, Samsung Apps, Flurry 22/05/2012

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Name Total accumulatedABC iPhone app 2,154,483ABC iPad app 706,854ABC Android app 63,904ABC News widget (bada) 8,475ABC Java app 10,043ABC BlackBerry app 1,651ABC Foodi 196,291ABC iview 928,741Poh’s Kitchen 330,508ABC At The Movies 215,972Play School Art Maker (AU) 111,502Play School Art Maker (INT) 93,468Good Game 71,39550 Four Corners 40,502Rage 182,922triple j 424,806triple j Unearthed 839,312

39 Apps in 5 years

5 Operating systems

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Audience feedback

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Contact

Social Media

App Store Reviews

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Audience feedback

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ABC on Android

Yes, it took us a long while toupdate... 3 years of user feedback!

Growth is slow when compared to iOSbut significant when compared to competitors on Google Play

ABC committed to more updates soon;new apps are under production now

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Over 63,000 downloads8,000+ active users per week

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ABC iPhone app

Building a daily habit

Strong demand for rich media+ WiFi and 3G + Live and on demand+ Short form and long form

3rd party dependencies+ designing for retina and non-retina+ multitasking+ social media API changes

Over 2.1 million downloads70,000+ active users per week

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ABC iview

The most engaging app distributedby the ABC; developed in-house

Demand for iPhone and video over 3Gleading to new universal app in June; discussing Android version

Multiplatform strategy; 350h of new content each week; 27% of all video accessed from mobile devices

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Over 900,000 downloads97,000+ active users per week

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Play School Art Maker

Tested to exhaustion with targetaudience (2-4 Aussie kids)

Different versions for the Australian and international markets (content rights)

Quality services needs clear goals, experimentation and can’t be rushed

16Over 200,000 downloads54,000+ active users per week

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triple j Unearthed

It’s all about passion and convenience+ music 24/7, anywhere you are

Single sign on between site and app+ Synchronised playlists

Raising awareness via social media

App Store and discoverability

Over 830,000 downloads17

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Australia Votes

Single purpose/event application

There are no miracles in mobile app development

Getting the metadata right+ twitter #tags+ Antony Green predicts+ Subtle changes on AEC feed

Social media can make it or break it+ top 100 global chart before 6pm, 21/08+ technical failures exposed virally fast

Around 60,000 downloads

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The future ahead

Forget mobile phone, think mobile computing

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The future ahead

Some food for thought... Do we have media files encoded in the right format?

Do we have servers, storage and distribution capacity?

Should we stream or download?

Do we have content rights?

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Only the tip of the iceberg

Content production+ Our goal is to make our content available in more places, at any time+ Success of the broadcaster in an IP world poses business challenges+ ABC Online must become mobile friendly+ Mobile services will require ongoing support for sustainable growth

Content gathering+ Mobile no longer as a consumption device+ How do we share mobile produced content with other ABC channels+ MDM to enable reliable and secure BYO environment

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QUESTIONS?

Signing off...

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Manuela Davidson Mobile Executive Producer, ABC Innovatione: [email protected]: @manueladavo