the rise and rise of mobile: a guardian case study
DESCRIPTION
Presentation delivered by Steve Wing, Business Director, Mobile, Guardian News and MediaTRANSCRIPT
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@steve_wing
The rise and rise of mobile: a Guardian case study
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“Mobile has been over-hyped in the short term but under-hyped in the medium term to long term”
Sir Martin Sorrell 2009
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1. Growth
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Sources: comScore Intelligence Bay Report 3 months rolling average (Apr 2006 – Jan 2011); GSMA MMM (Feb 2011 – Feb 2012)
51%of UK mobile
phone browsers accessed mobile internet
UK unique monthly mobile internet users
Num
ber
of
mobile
inte
rnet
use
rs, U
K
1. Growth
Apr-0
6
Oct-0
6
Apr-0
7
Oct-0
7
Apr-0
8
Oct-0
8
Apr-0
9
Oct-0
9
Apr-1
0
Jun-
10
Aug-1
0
Oct-1
0
Dec-1
0
Feb-
2011
Apr-2
011
Jun-
2011
Aug-2
011
Oct-2
011
Dec-2
011
Feb-
2012
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
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1. Growth
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2. Demand
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2. Demand
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2. Demand
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3. Ubiquity
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3. Ubiquity
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3. Ubiquity
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3. Ubiquity
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4. Expectations
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4. Expectations
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4. Expectations
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5. Revenue
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1821
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1996
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2006
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2012
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Now
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Now
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Guiding Principles
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Browser App
Broadcast Narrowcast
Ad funded Best of Breed Accessible to all Paid and FreeDepth and Breadth CustomizableLive UtilityDiscoverable Vertical
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Browser App
Broadcast Narrowcast
Ad funded Best of Breed Accessible to all Paid and FreeDepth and Breadth CustomizableLive UtilityDiscoverable Vertical
![Page 28: The Rise and Rise of Mobile: a Guardian Case Study](https://reader030.vdocument.in/reader030/viewer/2022012913/554af5d7b4c905fc0e8b48f2/html5/thumbnails/28.jpg)
Mobile Internet
Phone Apps
Tablet Apps
eReader
Distribution
Current Portfolio
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m.guardian.co.uk
12.2 million
monthly unique
browsers
5.5 million UK
monthly unique
browsers
3.2 million US
monthly unique
browsers
Source: Adobe Discover, March 2012
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181K
monthly browsers
238Kglobal
monthly users
840Kdownloads
since launch
845Kglobal V2
downloads since
launch
iOS Apps
91KSubscribers
831Kdownload
s since launch
121K
monthly browsers
Source: Adobe Discover, March 2012
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281Kactive installs since
launch
212K
global monthly browsers
Android Apps
134KUK
monthly browsers
12K
global monthly browsers
Source: Adobe Discover, March 2012
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37Kdownloads
since launch
26K
global monthly browsers
Recently
launched
Source: Adobe Discover, March 2012
Other Launches
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m.guardian.co.uk
Guardian Eyewitness iPad
App
Guardian iPhone App (v1 + v2)
guardian.co.uk
iPad
Oth
er
devic
es
17,857 1,662 85,060
363,829
All Devices 17,857 370,480 85,060
More than half a million daily UK browsers (30% of our UK daily traffic) access our content through mobile devices
All Content
111,230
441,087
6,651
552,317
77,258
78,920
Source: Adobe Discover, March 2012
iPad Apps Phone Apps m.guardian guardian.co.uk
Tab
lets
Mob
ile
ph
on
es
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iPhone/ Android Apps m.guardian.co.ukiPad App
Source: Adobe Discover, March 2012
Loyalty: apps encourage more frequent visits
45%76% 60% 54%
guardian.co.uk
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Mon Tue Wed Thu Fri Sat Sun11%
12%
13%
14%
15%
16%
17%
iPadiPhone/Android Appm.guardian.co.ukguardian.co.uk
Guardian digital content accessed by day of week (UK)
iPad App – weekend readership
m.guardian – high on Sunday (football scores?)
iPhone/Android Apps deliver more even readership
Guardian.co.uk – weekday readership
Source: Adobe Discover, March 2012
Weekly engagement behaviour similar but a dramatic swing to mobile on weekends
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Source: Adobe Discover, March 2012Guardian digital content accessed by time of day (UK, weekday)
Different product portfolio serves consumers at different times of the day
00:0
0
01:0
0
02:0
0
03:0
0
04:0
0
05:0
0
06:0
0
07:0
0
08:0
0
09:0
0
10:0
0
11:0
0
12:0
0
13:0
0
14:0
0
15:0
0
16:0
0
17:0
0
18:0
0
19:0
0
20:0
0
21:0
0
22:0
0
23:0
00%
2%
4%
6%
8%
10%
12%
guardian.co.ukm.guardianiPhone/Anroid AppsiPad AppFacebook AppPrint
BreakfastCommute
Lunch-time
Tea-time
Prime-timeBefore bed
Commute
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Target Audience
Speed of change
Fragmentation and dilution
Prioritization
Integration
Distribution
Geography – US, Europe & ROW
Challenges
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Mobile is too compelling to ignore
App vs. mobile internet should be considered carefully
Landscape is changing – HTML5 on the rise
Both platforms have different but important roles in building reach, engagement and loyalty
Both platforms have different roles to play in the revenue mix – ads vs. direct
Audience comes first when making the decisions
Finally
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Thank you