TitleSubtitleWeb Goes Mobile 5

report Tablets: new business for media?

Program

• Tablets: A second life for publishers? @juansenor

• Pecha Kucha: • Advertiser case Study: AXA on mobile• Tablets as a second screen, future possibilities• Smartphone and tablet advertising, first findings• Building Leadership in Mobile Publishing

• The iPad: a new device, a new approach for Sanoma Digital @jorisheuk

• Hope is not a strategy – How to develop a mobile publishing strategy @steve_wing

Tablet landscape

• Ramping faster than any thing else

• Hype

Every body wants a tablet

Study Gartner & Boston institute

I need a dollar

• Only 1 out of 3 apps is paying

• Angry birds

= Paid app Apple vs free app Android

Android has more revenue out of in-app advertising

Tablets: A second life for publishers?

• Juan Señor - Partner at Innovation Media Consulting

• Innovation of magazines : Searching for new life

• Good journalism = good business=> create information engine

• Re invent the way we tell stories to save the industry

Tablets: A second life for publishers?

• A story has a beginning and an end

• So do magazines too

• But the internet is infinite

Tablets: A second life for publishers?

• Re invent stories to save the industry

• To do for journalists => deconstruct

• New grammar = tablets

Tablets: A second life for publishers?

• iPad ≠ newspaper on steriods

• Don’t use app as shovelware

• App ≠ printy• App ≠ web

• Bring news that users can touch, watch and read

Tablets: A second life for publishers?

• ‘why do we fall sir? so we can better learn to pick ourselves up’ Alfred the butler in Batman Begins

• Info graphics• Unique videos• Slideshows• Satirical Caricatures / Art

• App about Sarkozy’s women? -> there is a target audience• So unbundle because we can

Tablets: A second life for publishers?

• iPad means iPay

• Change mentality• If the story is good, people will pay• Difference in content for payers and non-payers

• Gather customer data by making apps payable so you attract advertisers

Tablets: A second life for publishers?

• Don’t impulsively bite the apple

• Tablet & newspaper can co exist• Video morphing• Developers (5 devs/journalist)

• A tablet workflow means a payroll which needs a business model– Newsfeed– Developer– iPad editor

Pecha kucha

1. Smartphone & tablet advertising : Quick, ING, Keytrade, Starbucks

2. Rich internet experiences

1. Axa case

2. Corelio

What kept sticking from Pecha kucha

BreakCool twitter wall, only shown during break out of respect for the speakers

The iPad: a new device, a new approach for Sanoma Digital

• @jorisheuk - Director Digital Publishing at Sanoma Digital

• Shared their very first experiences of their app strategy

• Compared to first websites• => much has changed• So will tablet apps do too

• Why do people use an iPad?– To browse the net– For things they already know

• iPad is not regular hardware• iPad is multi touch browsing experience

The iPad: a new device, a new approach for Sanoma Digital

• Sanoma Digital want to get the most out of multi touch browsing for the best possible user experience

• Magazine contains blocks of information => easy to use

• Start thinking how to use these blocks on tablets so they’re easy to use as well

• Don’t copy/paste (ironic because that’s how the nu.nl app was brought to life)

The iPad: a new device, a new approach for Sanoma Digital

• Learnings:– Don’t repack the old medium– Don’t overestimate existing brands (some brands will be hot on

tablets)– A magazine on a tablet is more than a private journey (use social

features)– Success is measured by time spent on– Don’t re invent the wheel (cfr star trek pad)– Provide multiple entry points (tab is not lineair, make sure your users

don’t get lost – Goedele app)– Design for fingers, not for eyes only– Compared to the web, clicking is boring– Get user feedback

Hope is not a strategy – How to develop a mobile publishing strategy

• @steve_wing - Head of Mobile and Digital Attraction at The Guardian

• Interest in mobile – feel the future• Business principles• Challanges

• Mobile = over hyped on short term• Mobile = under hyped on long term

Hope is not a strategy – How to develop a mobile publishing strategy

• On mobile since 2000 – bad experience• Doing better now

• Content & experience – let users pay for customization– Let users pay for experience– Give content for free

• Consumers will provide the requirements for your app's next release. They tell you your blind spots.

Hope is not a strategy – How to develop a mobile publishing strategy

• The Guardian will soon release a new version of their app

• A lot of users’ expectations have been reworked in the new versione.g. cross word puzzle

• The Guardian is thinking of making an API for users so they can get the info they want out of the news database

• Data rich, info poor. • Content is king

Audience questions

• Web or App?– If no budget => web as an app

• Inhouse developers or outsource?– Outsiders are better, afterwards we’ll bring the knowledge inhouse

• Mobile advertising?– If advertisers want to be on mobile or on tablets, they should develop

their own apps

• Making money out of apps?– Not for the moment, but invest, learn and be available for the

customers on the platforms they expect you to be

• Mobile is here and happening• It’s the beginning of the future