Mobile Futureof Newspapers

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International Newsmedia Marketing Association

Non-profit news publishers’ association. 3000 members in 80 countries. Offices in Dallas, Antwerp and New Delhi.WWW.INMA.ORG

What’s INMA?

Who am I?

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Grzegorz PiechotaVice-President of INMA Europe (office in Antwerp). Head of Social Campaigns at Gazeta Wyborcza in Warsaw.PL.LINKEDIN.COM/IN/GRZEGORZPIECHOTA

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Oxford Tablet Summit 2010Just on-time seminar organized by INMA, Innovation and Reuters Institute for the Study of Journalism. May 2010.WWW.FORUM4EDITORS/TAG/OXFORD-TABLET-SUMMIT/

The first to report on tablets

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INMA/OPA Europe Conference 2010Three-day newsmedia conference in Kraków. September 29-October 1. Co-organizer: Online Publishers Association Europe.WWW.INMA.ORG WWW.OPA-EUROPE.ORG

Where will we share more?

Searching for the Holy Graal

What’s beyond print?

Jan 27, 2010

Hope & hype

What are the facts?

✖3,3 million iPads sold in three monthsCompare the number of days it took these devices to reach 1 mln units sold

Nintendo Wii

Nintendo DS iPad iPhone Netbooks BlackBerry iPod

13 15 28 74 180 300+ 360+Source: PC Magazine, “Apple reports record revenue on Mac, iPhone Sales”, 7/20/2010,

Morgan Stanley, “Internet Trends”, 7/6/2010

0

20

40

60

80

100

Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19Quarters since launch

Subs

crib

ers

(mln

)

Source: Morgan Stanley, Internet Trends, 7/6/2010

AOLStart: 9/1994

NetscapeStart: 12/1994

i-modeStart: 6/1999

~86 mln

~31 mln

~18 mln

~8 mln

✖Mobile Internet ramping faster than desktop oneCompare the number of subscribers of mobile and desktop Internet services after 10 quarters since their launch

iPhone + iTouchStart: 6/2007

✖

0

100

200

300

400

500

600

700

2005 2006 2007 2008 2009(F) 2010(F) 2011(F) 2012(F) 2013(F)

Ann

ual u

nit s

hipm

ents

(mln

)

Source: Morgan Stanley, Internet Trends, 7/6/2010

In 2 years smartphone > PC shipments Global unit shipments of desktop PCs, notebooks and smartphones: real data for 2005-08 and forecasts for 2009-13

Desktop PCNotebooksSmartphones

2012: inflection pointSmartphones > PC

0

10

20

30

40

4/2009 4/2010

38

18

39

18

US

smar

tpho

ne u

sers

(mln

)

Source: Morgan Stanley, Internet Trends, 7/6/2010

✖Mobile apps get as popular as mobile web browsingHow do Americans use their smartphones?

Mobile app usersMobile browser users2x

01020304050

iPhone/iTouch Android iPad BlackBerry Nokia

51012

22

47

Source: Morgan Stanley, Internet Trends, 7/6/2010

✖Mobile app usage unprecedentedCompare average number of apps downloaded by users

✖iPhone users have the widest choice of appsNumber of mobile apps available (paid and free, in thousands)

Source: Distimo App Store Analytics, “Mobile application stores. State of play”,18/6/2010

212 50 10 8 11iPhone/iTouch Android iPad BlackBerry Nokia

✖In general, most mobile apps are paidShare of paid apps on different platforms and their average price

iPad

iPhone/iTouch

BlackBerry

Nokia

Android

0% 100%

43%

75%

75%

73%

80%

57%

25%

25%

27%

20%

Free Paid

Source: Distimo App Store Analytics, “Mobile application stores. State of play”,18/6/2010

$4,01

$7,52

$2,89

$3,29

$4,99

✖26% apps developed for iPad go into books or news categoryCategories of 10,000 apps (paid and free)

Source: MacStories.net, Federico Viticci, “Tha App

Store has now over 10,000 apps”,12/6/2010

Games22%

Social networking2%

Utilities, productivity9%

Lifestyle, hobbies13% Education, health

13%

Entertainment, music15%

News8%

Books, reference18%

iPad: is this a device for a weekend?Web browsing activity of iPad users grows significantlyon Saturdays and Sundays

Source: NetMarketShare.com, “iPad Share Jumps Upon International Release”,21/6/2010

4/15 4/18 4/21 4/24 4/27 4/30 5/3 5/6 5/9 5/12 5/15 5/18 5/21 5/24 5/27 5/30

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Evening iPad reading on a sofaHere’s when exactly iPad users browse the website of a Norwegian daily Aftenposten.no during an average day

Source: John Einar Sandvand, “Aftenposten”,21/6/2010

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0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00

iPad is NOT used like a mobile phoneCompare when Aftenposten.no users browse the site using their mobile phones and iPads

Source: John Einar Sandvand, “Aftenposten”,21/6/2010

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0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00

iPad is NOT used like a desktop PCCompare when Aftenposten.no users browse the site using their desktop PCs and iPads

Źródło: John Einar Sandvand, “Aftenposten”,21/6/2010

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0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00

Morning e-edition for an iPad? Wrong!Compare when readers of “Aftenposten” use the paper in print i when do they browse Aftenposten.no on their iPads

Source: John Einar Sandvand, “Aftenposten”,21/6/2010

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0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00

So how to unlock the future

of newspapers on new devices?

To focus on iPad or not?

What about Android phones,Kindle etc.?

Do we need to make apps?

Aftenposten.noRecoded home page’s serving ads just for iPad users.

iPad is so great for browsing, so maybe you don’t need an app at all?

If you believe you need an app...

Do publishers really need to invest in making iPad apps in-house? What other options are there?

To charge or not to charge?

Wall Street JournalPaid subscription: $3,99/week10 000 SUBSCRIBERS

Source: PaidContent.co.uk, 2/6/2010; 27/7/2010

Financial TimesFree (sponsored) app. 250 000 DOWNLOADS

Give them all or just a selection?

New York Times“Editors’ choice only” app.350 000 DOWNLOADS

GuardianFree news photo app.90 000 DOWNLOADS

Source: PaidContent.co.uk, 2/6/2010; MediaGuardian.co.uk, 8/6/2010

To fight aggregators or not?

Źródło: PaidContent.co.uk, 2/6/2010; New York Times

PulsePaid RSS aggregator in a conflict with the “NY Times”.35 000 DOWNLOADS SOLD

Are we going to allow the history to repeat itself?

How to sell ads for iPads?

Source: “Pointroll & AdMarvel Report” via BizReport.com, 16/6/2010

30 secondis an average time a user is interacting with an online ad on the iPad.6 xIt’s six times longer than he is when seeing the ad on his desktop PC.

How to make ads on iPad more engaging than those online?

How to manage our content?

Content

Where to look for all the answers?

Special session on tabletsat the INMA/OPA EuropeNewsmedia Conference29/9-1/10/2010Kraków, Polandwww.inma.org/inmaopaeurope