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Phones or shoes?
Double the 2-5 year olds can play with a smartphone app
(19%)…
…than can tie their shoes (9%)
2010 AVG study
Mobiles and Tablets:
A new interaction and revenue stream … lessons from the news publishing industry
Mark Challinor, Director of Mobile and Interactive Services, Telegraph Media Group
We envision literally, a billion people
getting inexpensive, browser-based
touch-screen devices over the next
few years”
Eric Schmidt, CEO, Google, 2011
1
UK quality newspaper market
Average Daily Readership (000's)
2,000
1,800
1,751
1,600
1613
1,400
1,200
(000's)
1,000 1130
800
600
556
400
391
200
0
es
ph
es
n
t
en
ia
m
m
ra
rd
nd
Ti
Ti
g
a
le
pe
e
Gu
l
ia
Te
Th
de
nc
e
ily
In
Th
na
Da
e
Fi
Th
Source: NRS Oct 09 – Sep 10
Europe
Newspapers: 2,398
North America
Newspapers: 1,577
Middle East
Newspapers: 272 Asia
Newspapers: 5,071
Africa
Newspapers: 400
Latin America South Pacific
Newspapers: 1,400
Newspapers: 89
2
INMA: Our members
• 400 top newsmedia
companies worldwide
• 5,000 executives
• 80 countries
• Strong in elite, market-
leading companies
• Key channels of
members: audience,
advertising, strategy,
marketing
inma.org
INMA: Our focus in 2011
Theme: practicalities of transition from “news on paper” to multi-media
1. Culture change,
processes to support
transition
2. Paid content
opportunities in
“passion niches”
3. Integrating advertising
sales
4. Reallocation of
marketing
5. Revenue opportunities
with mobiles/tablets
Background (The market)
• Five years ago, the mobile landscape was, a world apart
from where we are today. While smartphones existed, the
devices were really more like PDAs with a phone built-in,
rather than mobile computing devices as we know them
today.
• There were mobile phone apps, but the app store concept
as we know it now was still years away. And while many
mobile phones had the ability to access the web, the
experience was far different in speed and in scope than it is
today.
Background (The market)
• Now? We’ve transitioned from keypad to touchscreen,
from 2G to 3G broadband, from “social” as an
afterthought, to social as an intrinsic part of the mobile
web…and to a world full of apps.
• Whilst it’s almost impossible to predict the next five
years, we can imagine that mobile devices will
continue to get faster, more complex and slowly but
surely replace workstations and notebooks in a range
or portable/wireless devices.
Mobile advertising is growing
exponentially
Total UK mobile advertising revenues:
???
£86m
Mobile advertising revenues (m)
£83m
£50m
£38m
2009 2010 2011
Source: First partner 2010
UK mobile internet market maturing rapidly
23% UK pop’n with smartphone (11m/up 70% in last yr)
31% Regular users of mobile internet
41% Retailers with mobile site/app in the next year
Consumers have made purchase via handset with
37% payment going directly to their mobile bill
Consumers have made purchase via their handset
27% using a credit or debit card
August 2010 data. SIMs = comScore; users = Nielsen; others = IAB.
Background (The market…
…and The Telegraph)
• Some of our audiences have never engaged with us in
the mobile arena. We need to have a range of services
and products to bring those audiences to the game: some
basic, some more rich, but ultimately, a “mix strategy”…
• …incorporating interaction tools, database builders,
content distributors… and revenue generators.
Today’s environment: multi channel
Mobile
Increase the number
of brand touchpoints… Desire for new
profitably interaction/revenue streams
Advertiser demands
Customer expectations
Print Online
Telegraph mobile strategy
Build customer interaction
Data collection opportunity
Objectives/Advantages to Generate new revenue
mobile marketing strategy Facilitate content collection & distribution
Added value to advertisers
Provide bridge to younger audiences
Brand association new technology
Strategy
• Review existing mature platforms and services.
• Increase amount of user generated content. Create a dialogue!
• Get readers familiar with using mobile with TMG
• Introduce advertisers to a range of relevant, mobile/phone
services (including and beyond apps).
• Have the internal structure to deliver the above.
• Identify best services and service providers to
deliver the maximum profitability
• Under take market research/ focus groups to
determine future focus.
Mobile at The Telegraph 2010 into 2011
Free mobile internet site 2m unique users a month
(Telegraph.co.uk)
300,000+ News app downloads
Free iPhone apps (e.g. News,
World Cup, Crosswords Lite) 280,000+ World Cup app downloads
Paid apps (e.g. Fantasy Fantasy Football app #2 in the paid
Football, Crosswords Full) download chart (250,000+ teams)
Sponsored apps (e.g. F1,
TaylorMade Golf, Jaguar) Commercially-lucrative potential
Tablets: iPad v1 Free. 126,000 downloads. Sponsored
Compare the no. of days it took to
reach 1m units sold!
iPad 2 sold ½m in first weekend!
Interactive (mobile) advertising
Location services across
platforms/devices
Sponsorship formats
-Home page takeovers
-Integrated adverts
-Icons
-text links
-in-movies
-news or ent sections
Overlays: Rich media
M-commerce
Mobile video
Next generation mobile web
Platform Agnostic: Fully integrated into internal CRM system
Importance of SMS still!
• The first commercial text message
was sent in December 1992.
• Today, the number of text messages
sent and received everyday, exceeds
the population of the planet!
Mobile advertising
• Mobile ads:
• Many choices: SMS, rich media/video…
• Education is key: getting on the media plan, education of
agencies/clients
• All about engagement: mobile v online = mobile advantage due to
engagement people have with mobile
• (Frequency, depth, duration, download rate, users…)
• Need for creativity: consumer expectation is more
on mobile
We know all this due to analytics
PHONE COMPUTER TABLET
Key takeaways/lessons?
• Think about your future audiences and where they will be!
• Talk to mobile experts who can guide you. Remember it’s a new
space for everyone. Don’t be afraid!
• Have a mobile strategy
• Keep abreast of new developments: new ideas/trends
• Dominate your market with relevant apps/mobile services
• Focus on mobile optimisation of all the content in your ecosystem.
• Be relevant!
• Do something!
An exciting time…
to be in an exciting space…
within an exciting environment
Thanks for listening!
mark.challinor@telegraph.co.uk
