steve wing
DESCRIPTION
TRANSCRIPT
![Page 1: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/1.jpg)
The rise of mobile
Steve Wing
Guardian News & Media
![Page 2: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/2.jpg)
![Page 3: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/3.jpg)
![Page 4: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/4.jpg)
![Page 5: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/5.jpg)
1. Growth
![Page 6: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/6.jpg)
2. Demand
![Page 7: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/7.jpg)
3. Ubiquity
![Page 8: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/8.jpg)
3. Ubiquity
![Page 9: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/9.jpg)
3. Ubiquity
![Page 10: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/10.jpg)
4. Expectations
![Page 11: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/11.jpg)
5. Expectations
![Page 12: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/12.jpg)
![Page 13: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/13.jpg)
5. Expectations
![Page 14: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/14.jpg)
5. Expectations
![Page 15: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/15.jpg)
5. Revenue
![Page 16: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/16.jpg)
We’ve come a long way, baby
Growth
Demand
Ubiquity
Expectations
Revenue
Accelerated:
![Page 17: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/17.jpg)
1821
![Page 18: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/18.jpg)
1996
![Page 19: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/19.jpg)
2006
![Page 20: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/20.jpg)
2010
![Page 21: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/21.jpg)
Now
![Page 22: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/22.jpg)
Emily Bell, director of digital content, Guardian News and Media
The idea that the internet looks like a computer screen is long over. It looks increasingly like a mobile phone with a touch screen...
It’s only just beginning
![Page 23: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/23.jpg)
Key principles
![Page 24: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/24.jpg)
Browser
Broadcast & free
Ad funded
Accessible to all
Optimized for some
Depth and Breadth
Relevant
Discoverable
Key principles
![Page 25: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/25.jpg)
Browser App
Broadcast & free Narrowcast
Ad funded Paid and Free
Accessible to all Best of Breed
Optimized for some Customizable
Depth and Breadth Utility
Relevant Vertical
Discoverable API developed
Key principles
![Page 26: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/26.jpg)
Thinking it through
![Page 27: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/27.jpg)
Optimizing the experience
![Page 28: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/28.jpg)
Results?
![Page 29: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/29.jpg)
1,100,000
monthly unique users
8.7 millionmonthly
impressions
Source: Omniture Site Catalyst (Feb 2010)
Results?
![Page 30: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/30.jpg)
Source: Omniture SiteCatalyst
"A smart, flexible and stylish way to access a great digital brand on the move."
- Wired.co.uk
100,000+
downloads by end of Feb ‘10
91,000 Active users (Feb)
Results?
![Page 31: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/31.jpg)
guardian.co.uk
Audio
Video
m.guardian.co.uk
iPhone App
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
00
:00
01
:00
02
:00
03
:00
04
:00
05
:00
06
:00
07
:00
08
:00
09
:00
10
:00
11
:00
12
:00
13
:00
14
:00
15
:00
16
:00
17
:00
18
:00
19
:00
20
:00
21
:00
22
:00
23
:00
% o
f to
tal v
iew
s/li
ste
ns
Guardian digital content accessed by time of day (weekday)
Source: Omniture SiteCatalyst, 1 – 17 March 2010
Multiple touchpoints
![Page 32: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/32.jpg)
Swine flu
Keyword page
Twitter updates
Content partnership with BMJ
Audio
Video Open platform API
Live blogs
Comment
Mobile siteiPhone app
Newspapers
Multiple platforms
![Page 33: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/33.jpg)
Twitter fall
Mobile
Photo evidence from Tehran and G20
Ian Tomlinson video, G20
10:10 campaign
Guardian Local
‘Your pictures’
Twitter outcry over Trafigura
Role of mobile?
![Page 34: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/34.jpg)
Challenges
Source: Wordle
![Page 35: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/35.jpg)
Speed of change
Fragmentation
Prioritization
Integration
Finally
![Page 36: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/36.jpg)
Too compelling to ignore
Expectations are changing. Fast
Big challenges & even bigger opportunities
The beginning of forever
Finally
![Page 37: Steve Wing](https://reader035.vdocuments.us/reader035/viewer/2022081412/540d0b388d7f72747e8b47f0/html5/thumbnails/37.jpg)