geoff tan - pinpointing sustainable growth and new revenue strategies
DESCRIPTION
64th World Newspaper Congress and 19th World Editors ForumTRANSCRIPT
Pinpointing sustainable growth and new revenue
strategies
Geoff TanSVP Strategic Marketing DepartmentSingapore Press HoldingsSingapore
SSUUSSTTAAIINNAABBLLE E GGRROOWWTTHH
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CHANGICHANGINGNG T
HTHEE
GAM GAME! E!
UkraineUkraine
The LittleThe LittleRed DotRed Dot
SINGAPORESINGAPORE
IN THE 1960s…
LEE KUAN YEW
THE MAN WHOCHANGED THE GAMEFOR SINGAPORE!
TODAY
WORLD’S MOST BUSINESS-FRIENDLY ECONOMY
WORLD'S SECOND BIGGEST CASINO GAMBLING MARKET
WORLD'S FOURTH LEADING FINANCIAL CENTRE
WORLD‘S WEALTHIEST NATION BY GDP PER CAPITA
WORLD’S HIGHEST TRADE TO GDP RATIO
ONLY ASIAN COUNTRY TO HAVE AAA CREDIT RATINGS FROM STANDARD & POOR’S, MOODY’S AND FITCH
HOME TO MORE THAN 10,000 MNCS FROM THE UNITED STATES, JAPAN, AND EUROPE, CHINA AND INDIA
GEOFF
I’D LIKE TO START MY PRESENTATION BY TELLING YOU WHY I’M DRESSEDLIKE THIS FOR AN EVENT OF THIS STATURE …
POSSIBLY THE BEST COMMERCIAL GAME-CHANGERIN THE MODERN WORLD!
iPADTHE PORTABILITY OF A SMARTPHONE WITH THE VIEWABLE THE PORTABILITY OF A SMARTPHONE WITH THE VIEWABLE
SCREEN SIZE OF A LAPTOPSCREEN SIZE OF A LAPTOP
iPODONE THOUSAND SONGS IN YOUR POCKET ONE THOUSAND SONGS IN YOUR POCKET
iPHONEREDUCED COMPLEXITY IN THE SMARTPHONE CATEGORYREDUCED COMPLEXITY IN THE SMARTPHONE CATEGORY
BY ELIMINATING THE KEYBOARD.BY ELIMINATING THE KEYBOARD.
THE ONLY THING HE NEVER CHANGED?HIS FASHION.
NOW LET’S GET DOWN TOHOW SPH HAS CHANGED
THE GAME
APART FROM APART FROM OUR OUR
STRONGHOLSTRONGHOLDD
NEWSPAPERNEWSPAPERSS
BTW, SPH OWNS 18 OUT OF THE 19 BTW, SPH OWNS 18 OUT OF THE 19 TTLES CIRCULATED IN SINGAPORETTLES CIRCULATED IN SINGAPORE
NEWSPAPENEWSPAPERSRS
MAGAZINEMAGAZINESS
ONLINEONLINE MOBILEMOBILE RADIORADIO OUT OF OUT OF HOMEHOME
EVENTSEVENTS
WE HAVE SUCCESSFULLY EVOLVED FROM BEINGWE HAVE SUCCESSFULLY EVOLVED FROM BEING
A PRINT-ONLY PUBLISHER TO A MULTIMEDIA OWNER.A PRINT-ONLY PUBLISHER TO A MULTIMEDIA OWNER.
s
INVENTORY ALONE IS INVENTORY ALONE IS NOT NOT ENOUGHENOUGH!!
WE SHIFTED OUR PARADIGMWE SHIFTED OUR PARADIGM
WE DON’T SELL WE DON’T SELL BOXES.BOXES.
WE SELL SOLUTIONSWE SELL SOLUTIONS!
WE DON’T SELL INVENTORY.WE DON’T SELL INVENTORY.
WE SELL WE SELL IDEAS!IDEAS!
If we could bring together the most ideal combination of SPH media products and services for our advertisers in an INTEGRATED MANNER, it will result in more effective targeting and greater accountability.
OFFER OFFER INTEGRATEDINTEGRATED MEDIA MEDIA SOLUTIONSSOLUTIONS
ON ON TRACKTRACK ONON STRATEGYSTRATEGY ONON CALLCALL.. ..
THE “SPH IS ON” CROSS-MEDIA IDEOLOGY
SPH MEDIAPEDIA
WWW.SPHISON.COM
SPH MEDIA SPH MEDIA WIDGETWIDGET
INTEGRATED MEDIA SALES PACKAGES
TRAINED OUR TRAINED OUR SALESPEOPLE TO BE SALESPEOPLE TO BE INTEGRATED MEDIA INTEGRATED MEDIA
CONSULTANTSCONSULTANTS
DELIVERING DELIVERING CUSTOMISEDCUSTOMISEDCROSS-MEDIA CROSS-MEDIA PROPOSALS!PROPOSALS!
RESULTSRESULTS | INCREASE REVENUE ACROSS | INCREASE REVENUE ACROSS ALL PLATFORMSALL PLATFORMS
INTRODUCED DIGITAL CONTENT ON SMART INTRODUCED DIGITAL CONTENT ON SMART DEVICESDEVICES
NEW PLATFORMNEW PLATFORMSPONSORSHIP SPONSORSHIP
MODELMODELNEW REVENUESNEW REVENUES
SUBSCRIPTION BUNDLING = NEW SUBSCRIPTION BUNDLING = NEW REVENUESREVENUES
REMAIN POSITIVE!REMAIN POSITIVE!
NEVER GIVE UP NEVER GIVE UP ON NEWSPAPERS!ON NEWSPAPERS!
THE BCG MATRIXTHE BCG MATRIX
CONTINUE TO CONTINUE TO LEVERAGE ON OUR LEVERAGE ON OUR
CASH COWCASH COW
AT THE SAME TIME, AT THE SAME TIME, DEVELOP OUR DEVELOP OUR
STARSSTARS
INNOVATE & TRY INNOVATE & TRY OUT NEW THINGSOUT NEW THINGS
BELLS & WHISTLES STRATEGYBELLS & WHISTLES STRATEGY
CONSTANTLY REFRESHING THE PLATFORMCONSTANTLY REFRESHING THE PLATFORM
SUSTAIN CREATIVE RELEVANCE OF PRESSSUSTAIN CREATIVE RELEVANCE OF PRESS
COLLABORATE WITH EDITORIAL, CIRCULATION & COLLABORATE WITH EDITORIAL, CIRCULATION & PRODUCTIONPRODUCTION
INTRODUCE NEW ADVERTISING UNITSINTRODUCE NEW ADVERTISING UNITS
TAP ON TECHNOLOGYTAP ON TECHNOLOGY
THE WORLD’S THE WORLD’S FIRST 3D NEWSPAPERFIRST 3D NEWSPAPER
COMPRISING BOTH ADVERTISEMENTS & EDITORIALCOMPRISING BOTH ADVERTISEMENTS & EDITORIAL
CREATIVE CREATIVE ADVERTISADVERTIS
INGINGUNITSUNITS
HYBRITE 8PP GATEFOLDHYBRITE 8PP GATEFOLD TRANSLUCENT COVER WRAP
FRONT PAGE STICK-ONFRONT PAGE STICK-ON MAGNETIC LABELMAGNETIC LABEL ENVELOPE / FOLDERENVELOPE / FOLDER
AND AND MORE!MORE!
MULTISENSORY ADVERTISINGMULTISENSORY ADVERTISING
AUGMENTED REALITYAUGMENTED REALITY
TACTILETACTILE
SOUND CHIPSSOUND CHIPS
CODE TECHNOLOGYCODE TECHNOLOGY
ENCAPSULATED SCENTSENCAPSULATED SCENTS
TASTE STRIPSTASTE STRIPS
AUGMENTED REALITY | CODE AUGMENTED REALITY | CODE TECHNOLOGYTECHNOLOGY
MARKER-RECOGNITIONMARKER-RECOGNITIONBY WEB-CAM/SMARTPHONE BY WEB-CAM/SMARTPHONE
CAMERACAMERA
CATCH VIRTUAL CATCH VIRTUAL BUTTERFLIES = REDEEM AS BUTTERFLIES = REDEEM AS
VOUCHERSVOUCHERS
SCENTED ADVERTISEMENTSSCENTED ADVERTISEMENTS
ENCAPSULATED ENCAPSULATED Rose Rose Eucalyptus Eucalyptus Lavender Lavender CherryCherry OrangeOrange Lemon Lemon Mango Mango CoffeeCoffee Peach Peach Tangerine Tangerine CoconutCoconut WatermelonWatermelon VanillaVanilla Peppermint Peppermint Washing AgentWashing Agent Body Lotion Body Lotion ChristmasChristmas
PEEL ‘N’ TASTE STRIPS
STICK TASTE STRIPS STICK TASTE STRIPS ON ADVERTISEMENTSON ADVERTISEMENTS
A PHENOMENON CALLED A PHENOMENON CALLED TASTE-DRIVINGTASTE-DRIVING
TACTILE TECHNOLOGY
FANCY A PRINT FANCY A PRINT ADVERTISEMENTADVERTISEMENTFEATURING FEATURING BUBBLE-WRAPBUBBLE-WRAP
NEW INITIATIVES
IN THE PIPELINE
LOOK DEEP – LOOK DEEP – GEMS EVERYWHERE!GEMS EVERYWHERE!
MONETISATION INITIATIVE MONETISATION INITIATIVE DATABASE DATABASE MARKETINGMARKETING
MONETISATION MONETISATION INITIATIVEINITIATIVECONTENT CONTENT
EXTENSIONSEXTENSIONS
- EXAMPLE -- EXAMPLE -REPACKAGE ARCHIVED REPACKAGE ARCHIVED
CONTENT CONTENT
ELECTRONIC DIRECT ELECTRONIC DIRECT MAILERMAILER
MICRO-SITEMICRO-SITEPHONE APPPHONE APP
COFFEE TABLE BOOKCOFFEE TABLE BOOKRADIO PROGRAMMERADIO PROGRAMME
MONETISATION MONETISATION INITIATIVEINITIATIVEAUCTION-AUCTION-FINANCED FINANCED
ADVERTISING ADVERTISING MODELMODEL
AUCTION ADVERTISERS’ PRODUCTS/SERVICES - GENERATE REVENUE
RECIPROCATE WITH MEDIA INVENTORY - INDUCE “AD” TRIAL
APPEAL TO APPEAL TO YOUTHS BYYOUTHS BYIMBEDDING IMBEDDING CONTENTCONTENT IN GAMESIN GAMES
--------------------------------SPONSORSSPONSORSHIP MODELHIP MODEL
MONETISATION INITIATIVE MONETISATION INITIATIVE GAMIFICATIONGAMIFICATION
MONETISATION INITIATIVE MONETISATION INITIATIVE VIDEO PRE-ROLLVIDEO PRE-ROLL
CAPITALISE ON CAPITALISE ON SMART TV & SMART TV &
WIDGETSWIDGETSCONTENT PLUS CONTENT PLUS SPONSORSHIPSSPONSORSHIPS
MONETISATION INITIATIVE MONETISATION INITIATIVE OVER-THE-TOP OVER-THE-TOP TVTV
MERGERS & ACQUISITIONMERGERS & ACQUISITION
MONETISATION INITIATIVE MONETISATION INITIATIVE DEVELOP THE DEVELOP THE VALUE CHAINVALUE CHAIN
PUBLISHERSPUBLISHERS LOVE LOVE TO DO TO DO THISTHIS
outinside
PUBLISHERSPUBLISHERS NEEDNEED TO DO TO DO THISTHIS
inoutside
CONSUMER CENTRICITY IS CONSUMER CENTRICITY IS KEY!KEY!
MO
NETIZ
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MO
NETIZ
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VER
TIC
ALL
YV
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TIC
ALL
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M O N E T I Z E H O R I Z M O N E T I Z E H O R I Z O N T A L L YO N T A L L Y
IPAD, IPAD, IPHONE, IPHONE, ANDROIDANDROIDVERSIONSVERSIONS
MULTI-MULTI-SENSORY SENSORY
ADVERTISINGADVERTISING
NEW AD NEW AD UNITSUNITS
CONTENT CONTENT EXTENSIONSEXTENSIONS
GAMIFICATIOGAMIFICATIONN
DATABASEDATABASEMARKETINGMARKETING
OTTOTT
APPSAPPS
CODE CODE TECHNOLOGYTECHNOLOGY
SUBSCRIPTION SUBSCRIPTION BUNDLINGBUNDLING
BRANDED BRANDED EVENTEVENT
PAPER PAPER TECHNOLOGYTECHNOLOGY
INK TECHINK TECH
STEVE JOBS
CREATED PRODUCTS THAT WE NEVER EVER THOUGHT WE WOULD NEED
MARK ZUCKERBERG
BUILT A COMMUNITY THAT IS ONE OF THE MOST POPULATED IN THE WORLD.
REINVENTED THE CIRCUS
A CIRCUS WITHOUT ANIMALS
"Shoot for the moon! "Shoot for the moon! Even if you miss,Even if you miss,
you'll still be among the stars."you'll still be among the stars."
GEOFF TANGEOFF TAN
SENIOR VICE PRESIDENTSENIOR VICE PRESIDENT
HEAD – SPH STRATEGIC MARKETINGHEAD – SPH STRATEGIC MARKETING
SINGAPORE PRESS HOLDINGSSINGAPORE PRESS HOLDINGS
[email protected]@SPH.COM.SG
DYAKUYUDYAKUYU
THANK THANK YOUYOU