joris van heukelom
TRANSCRIPT
Mobile publishing and beyond
Mobile internet usage has reached critical mass in the Netherlands
Mobile internet usage has reached critical mass in the Netherlands
source: PWC, 2009
More than 6 mln Dutch mobile internet subscribers
NU.nl delivering >60 mln pageviews per month on mobile devices
Mobile vs. online usage over time – illustration NU.nl
Mobile media offerunique marketing
opportunities
Mobile media offerunique marketing
opportunities
Key benefits of mobile marketing
• Mobile is most personal mass medium• Permanently connected and always carried• Available at creative and commercial impuls• Most accurate audience info to target• Captures local and social context• Integrates with online & offline (barcodes, AR)• Click to call• Built-in payment channel
Sanoma is increasing the investments in
‘mobile’ media
Sanoma is increasing the investments in
‘mobile’ media
Directories: Startpagina & HIER.nl
Mobile web Mobile apps
PREVIEW!PREVIEW!
Comparison: Kieskeurig.nl
Mobile web iPhone app (Q2 2010)
PREVIEW!PREVIEW!PREVIEW!PREVIEW!
Automotive: Autoweek & Autotrader
Mobile web Mobile apps iPad app(Q3 2010)
Ca.100,000 downloads (combined)
Ca.100,000 downloads (combined)
Sport: NUsport / Sportweek
Mobile web iPhone app(Q2 2010)
PREVIEW!PREVIEW!
Women : Viva
Mobile web iPhone app(Q3 2010)
iPad app(Q3 2010)
Ca. 1 mln pageviews/
mnth
Ca. 1 mln pageviews/
mnth
PEAR
BANANA
GRAPEFRUIT
APPLE
Google HTC
MSI Tablet (concept)
HP slate
source: MorganStanley, 2009
source: MorganStanley, 2009
6
0,154
11% 2% 49%
Global Units shipment share..
6 4 0,15
mobile pageviewshare/shipment …
So our journey began ...
.. with a typical digital question
A. Try to match a Magazine experience
B. Make it broadly applicable towards magazines
C. Highly automated
D. Make sure that it can be rolled out towards numerous digital publishing devices
informationstructurehead
lead image
intro
image 1, 2 en 3
image 4
image 5
text 1
text 2
text 3 text 4
Subhead 1
Subhead 2
Subhead 3
Quote
Easy translated..head
leading-image
Introduction image
1, 2 en 3
image 4
image 5
Text 1
Text 2
Text 3
Text 4
Subhead 1Subhead 2Subhead 3
Quote
?
A journey with …
unprejudiced optimistic
explorative methodological
puberal enthusiasm..
Some learnings gathered on our journey
compared to a touch, clicking is boring…
a magazine is not a book
…. a Magazine on Tablet is more
than a private journey
The old medium is NOTThe new medium
provide plenty ofstarting points…
… sound is an option, never default
… as in Magazines, the rule of the inverted
pyramid … > start with the
conclusion
… don’t overestimate current
brands
success doesn’t equals ‘read all’time spend does …
demo
THX