Download - Case De Standaard hd on iPad
1
Delight your Readers with a
Tablet Optimised Newspaper
- Case Study: De Standaard HD -
Danny LeinCEOTwipe Mobile Solutions@TwipeMobile
DME 2012. London, United Kingdom April 18th, 2012
2
Delight your Readers with a Tablet Optimised NewspaperCase Study: De Standaard HD
Why? Growth and market leadership through innovation
• What? Offer a Tablet Optimised Version of the newspaper
• How? Fast time-to-market using Twipe Publishing Platform
• How much? 160% increase in digital subscriptions
3
De Standaard: 10 years of sustained growth
Evolution of paid circulation
4
• Why? Growth and market leadership through innovation
• What? Offer a Tablet Optimised Version of the newspaper
• How? Fast time-to-market using Twipe Publishing Platform
• How much? 160% increase in digital subscriptions
Delight your Readers with a Tablet Optimised NewspaperCase Study: De Standaard HD
5
Summer 2010 – Launch iPad version 1.0
Key facts & figures:• 1st to market (5 months before
competitor)
• Replica PDF-version + extra features like
EyeWitness
• 50 % increase in digital subscriptions
• Reader research: 88 % satisfied – very
satisfied
• The ‘best sold app in the world’ in
Belgium (beating Angry Birds)
6
What should De Standaard HD look and feel like?
• First of all: Newspaper, not a website
• Have all the key elements of De Standaard newspaper:
– Beginning and an end
– Look and feel, typography, rhythm and hierarchy of DS
– Best possible navigation, indication of weight and importance
– Serendipity
BUT this time tablet optimised:
– Without pinch-and-zoom, but touch and swipe enabled
– With extra’s: multiple photo’s, video’s, infographics,…
– Some sexiness wouldn’t hurt either
• Last but not least: Keep our readers happy!
– Create a ‘wow!’ user experience
7
8
Dual approach
Pdf- & tablet optimized version in 1 app
9
Template driven approach
10
Easy navigation: sections & newspaper scan
11
Extra’s: photo galleries and video
12
Extra’s: animated HTML5 infographics
13
Rich HTML5 Advertising integration
14
• Why? Growth and market leadership through innovation
• What? Offer a Tablet Optimised Version of the newspaper
• How? Fast time-to-market using Twipe Publishing Platform
• How much? 160% increase in digital subscriptions
Delight your Readers with a Tablet Optimised NewspaperCase Study: De Standaard
15
About Twipe
Brief history
• 2008: first mobile site for De Standaard
• 2009: first iPhone app De Standaard
• 2010: first iPad app De Standaard
• 2011: Het Nieuwsblad, L’Avenir, HUMO, NRC
Handesblad
• 2012: Gazet Van Antwerpen, Het Belang van
Limburg, …
Company:
• Separate company founded in 08/2011;
previously app division of MobileWeb
16
Mission of Twipe
• To offer best-in-class newspaper and media
apps on a cloud based publishing platform
• Key differentiators:
– Design: user experience and usability
– Technology: “out-of-the-box” solution based on
standard modules
17
Fast time-to market
Concept and
ScopeImplementation
Testing and roll-
out
• Content export
• Newspaper Look
and feel
• Template design
• Template
development
• Template Editor
• Back-end
processes
• Beta testing
• Training
• Launch
• Iterate
3-4 months
18
Twipe Publishing Process
19
Twipe Mobile Publishing Platform
• Custom Apps for smartphones and tablets
– Newspaper look and feel
– User experience
– Design
• Out-of-the box technical platform (SaaS)
– Standard modules
– Integrated central platform
– Scalable and reliable
20
More than 500.000 publication downloads per month
0
100000
200000
300000
400000
500000
600000
sept.-07 oct.-07 nov.-07 déc.-07 janv.-08
Publication Downloads
21
Twipe Template EditorOnly 2-3 hours needed to create a newspaper tablet version
22
Workflow Manager
23
Reporting and statistics
24
More than 500.000 newspapers downloaded per
month
• Portfolio
• + 500.000 publication downloads per month
25
Custom apps on a cloud based publishing platform
26
Delight your Readers with a Tablet Optimised NewspaperCase Study: De Standaard HD
• Why? Growth and market leadership through innovation
• What? Offer a Tablet Optimised Version of the newspaper
• How? Fast time-to-market using Twipe Publishing Platform
• How much? 160% increase in digital subscriptions
27
Delighted customer feedback
• Positive user ratings
• Twitter comments
« For DS HD I am happy to pay 5€/week.
Such a pleasure to read. I am really impressed! »
« This is exactly what I expect
from a newspaper on iPad! »
28
Significant impact on app & newspaper downloads
Launch with 1 month
free trial sponsored
by ING
Number of paidnewspaper downloads
+46%
August
29
Strong increase in newspaper
downloads in only 3 months time
0
1.000
2.000
3.000
4.000
5.000
6.000
augustus september oktober november december
Free launch
offer
+160%
30
iTunes Subscriptions: continuous
growth, high opt-in and retention rates
76%
opt-in
31
Significant increase in sales digital
subscriptions
+98%
subscriptions
+98%Increase in
digital
subscriptions
32
Advertising
• Launch sponsors
33
Thanks!
Visit us on www.twipemobile.com
Follow us @TwipeMobile
34
Template driven approach
35
The platform? TWIPE MOBILE PUBLISHING solution
Web
Paper
TV
Customer Content
LICENSED
SOFTWARE
APPLICATION(S)
LICENSED SOFTWARE PLATFORM
AdServer
Enduser Contact
IMPORT
Ordering
BillingCHECK /
PAY
ACCESS
EXPORTMIS
Analytics
Advertising
Reporting
Financial flows
Content
Adaptation
Statistics
PAY
PUBLISHDOWNLOAD
Device Database
Smartphone application
Mobile Website
Tablet application
Device
Detection
Billing
iTunes
Unified Content
Social MediaNotifications
Messaging
ParticipationTRANSMITINTERACT
35Confidential and Proprietary, 2012