Mobile Apps
24
10_– 12 October 2011, Vienna, Reed Messe Wien Session: Mobile Publishing Business Title: Mobile apps Speaker: Ronald Schwärzler, Member of the Board and Senior Executive, Kurier, Austria Media Port
-
Upload
wan-ifra -
Category
Technology
-
view
570 -
download
2
Transcript of Mobile Apps
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
