10_– 12 October 2011, Vienna, Reed Messe Wien

Session: Mobile Publishing BusinessTitle: Mobile appsSpeaker: Ronald Schwärzler, Member of the Board and Senior Executive,Kurier, Austria

Media Port

Mobile apps – opportunity for print

publishers in a digital media world

Ronald Schwärzler

10th October 2011

Skandinavischer Markt: Zeitungsleser Future of newspapers and the Internet

- declining newspaper readership, with significant

decreases in some OECD countries.

- newspaper readership is usually lower among

younger people who tend to attribute less

importance to print media.

Source: OECD Studie 2007 – 2009, http://www.oecd.org/document/48/0,3343,en_2649_33703_45449136_1_1_1_1,00.html

OECD report: Estimated newspaper publishing

market decline

30 %

21 %

20 %

18 %

17 %

16 %

16 %

15 %

13 %

11 %

10 %

10 %

9 %

8 %

8 %

8 %

7 %

7 %

7 %

6 %

6 %

6 %

6 %

5 %

4 %

3 %

2 %

0 % 5 % 10 % 15 % 20 % 25 % 30 % 35 %

USA

UK

Greece

Italy

Canada

Spain

Turkey

Japan

New Zealand

Poland

Ireland

Germany

Hungary

Norway

Switzerland

Belgium

Finland

Sweden

Portugal

Korea

Czech Rep.

Netherlands

Denmark

Mexico

France

Australia

Austria

Source: OECD Studie 2007 – 2009, http://www.oecd.org/document/48/0,3343,en_2649_33703_45449136_1_1_1_1,00.html

Example: Scandinavia

Daily readers

incl. free newspapers

- Daily readers

excl. free newspapers

Difference

Example: Austria

Source: Media Analyse 10/11

50 %

55 %

60 %

65 %

70 %

75 %

80 %

85 %

90 %

95 %

100 %

MA 93

MA 94

MA 95

MA 96

MA 97

MA 98

MA 99

MA 00

MA 01

MA 02

MA 03

MA 04

MA 05

MA 06

MA 07

MA 08

MA 09

MA 10

MA 11

Source: Morgan Stanley Research

Projection 2015:

More mobile-Users than Desktop-Users

Mobile market – a must-have (not only) for print

- 5 billion mobile phones (worldwide)

- most pesonal media

- availability: in every trouser pocket and handbag

- fastest way to communicate bidirectionally

- payment-option and the willingness of users to pay via

mobile phone

Smartphone statistics and market outlook

- the worldwide mobile phone market

has already been established

- The smartphone market is growing

- Publisher have still the chance to

assure their position in this fast growing

sector

- and monetize their mobile sites or apps

Showcase: Aftonbladet

− Aftonbladet is Scandinavia’s biggest

newspaper in various channels: print,

online und mobile

− At the beginning of 2010 the online

newspaper reached a milestone five

million unique users every week.

− 300% increase of mobile reach - 600.000

unique users every week during last year

Key Learnings

- there is no „killer application“ – focus on your „killer business ideas“

- make it reachable from all channels

- do a small amount of functionality – do it well

- to control the revenues we have to take control over our parts of the eco-system:

publishing

distribution

direct relationship to customer

Showcase: KURIER Newspaper App

Key learnings:

offer various content applications

rich embedded multimedia and

updating with breaking news

for all available devices

(iPhone, iPad, Android, …)

paid content strategy

relationship to the customer/ user

Showcase: KURIER Newspaper App KURIER Bookshelf:

local editions of the newspaper

new digital ad for self promotion or

breaking news

Showcase: KURIER Newspaper App

optimized version of article for

mobile device

enriched with multimedia links

e-mail option

Showcase: KURIER newspaper App

one picture in the newspaper

multiple pictures in additional galleries

Showcase: KURIER Newspaper App

video embedded into the article

Showcase: KURIER Newspaper App

additional digital

tablet ads

APA White-Label-App V3.0 for Tablet-PC

Enhanced features:

editors choice

additional content is also

available in offline mode

personal archive

social media sharing-options

search within publications

remembering list

full screen view of articles,

"next article" function

iPad Apps Top-Charts: Downloads

KURIER-App – download for free

Category News

Top-Position – Version V2.200

available, over 50% Update-Quota

within 1 week

iPad Apps Top-Charts: Highest (inApp-)Selling

KURIER-App – download for free

Top-Position for weeks in the iTunes

Store Top 10 Apps – Turnover

Category News

iPhone Apps Top-Charts: Paid

KURIER.at App costs EUR 1,59.-

Top-Position for weeks in the iTunes

Store Top 10 Apps – Paid

Category News

iPhone Apps Top-Charts: Highest Turnover

Top-Position for weeks in the iTunes

Store Top 10 Apps – Turnover

Category News

Thank you!

Ronald Schwärzler

ronald.schwaerzler@KURIER.at

Consultant NewMedia

ronald@schwaerzler.com