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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

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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

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De Standaard: 10 years of sustained growth

Evolution of paid circulation

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• 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

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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)

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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

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Dual approach

Pdf- & tablet optimized version in 1 app

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Template driven approach

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Easy navigation: sections & newspaper scan

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Extra’s: photo galleries and video

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Extra’s: animated HTML5 infographics

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Rich HTML5 Advertising integration

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• 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

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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

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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

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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

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Twipe Publishing Process

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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

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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

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Twipe Template EditorOnly 2-3 hours needed to create a newspaper tablet version

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Workflow Manager

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Reporting and statistics

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More than 500.000 newspapers downloaded per

month

• Portfolio

• + 500.000 publication downloads per month

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Custom apps on a cloud based publishing platform

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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

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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! »

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Significant impact on app & newspaper downloads

Launch with 1 month

free trial sponsored

by ING

Number of paidnewspaper downloads

+46%

August

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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%

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iTunes Subscriptions: continuous

growth, high opt-in and retention rates

76%

opt-in

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Significant increase in sales digital

subscriptions

+98%

subscriptions

+98%Increase in

digital

subscriptions

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Advertising

• Launch sponsors

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Thanks!

Visit us on www.twipemobile.com

Follow us @TwipeMobile

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Template driven approach

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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

Facebook

Twitter

35Confidential and Proprietary, 2012