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Making it Mobile @ The Telegraph Mark Challinor, Director of Mobile, Telegraph Media Group
1 BLN March 2012
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H1 2012 MOBILE MASTERCLASS
Background – the mobile market
2007 2012
• Five years ago, the mobile landscape was…
• There were mobile phone apps, but the app store
concept as we know it now was still years away.
• Huge difference in speed and in scope than it is
today
2017
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Background – the mobile market
2012
• Keypad to touchscreen
• 2G to 3G/4G
• “social” as an afterthought, to social
intrinsic…
• …and to a world full of apps.
2007 2017
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Background – the mobile market
• Faster devices
• More complex - replace workstations and
notebooks
• Portable/wireless devices
2007 2017 2012
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The Kindle Fire
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Opportunities in 2012
2012
Companies are “waking up” to mobile
More awareness More questioning
The rise of smartphones (easier)
Increase in bandwidth (LTE)
Case studies now available!
Mobile metrics Better content availability: more local, personal, relevant, engaging…
Mobile advertising, sponsorship etc.
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this
changes
everything?
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Unexpected truths?
• There are more over 55s with iPads than under 35s
• 25% of iPad owners say their iPad usage has been additional to their current media consumption i.e. not at the expense of other media
• 50% of owners share their iPad with other members of their family (Understanding household consumption patterns is vital (2 per h/hold). “Fair use policy”)
Source: YouGov survey of iPad owners, 2011
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What has
The Telegraph
experienced reaching
mobile audiences?
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Mobile at the Telegraph
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Fantasy Games
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Formats
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The Telegraph iPad News
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Free but not free! Rolls Royce not Ferrari
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Continuous dialogue
+50% of app users gave
an email address
+100k tech email
database
+1,800 letters to the
editor
+12 focus
groups
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Continuous dialogue
What they liked…
• The product’s closeness to the newspaper rather than the website
• Conspicuous editorship
• Clean design, sections
• “finishability”
• Key content – main sections, letters, cartoons, puzzles.
• Advertising
• Visuals
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iPad advertising market
iPad advertising…
… is of premium value
… offers a new and differentiating way of engaging and attracting consumers
… attributes more value to brands
… is more likely to drive purchases
‘‘
Source: YouGov survey of iPad owners, 2011
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Our iPad audience
• 36% are over 55
• 72% of our iPad owners are male (85% originally)
• 27% live in London
• 24% Key executives (N. Index 312 for +£60k salary)
Source: Telegraph, 2012
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Telegraph iPad
• 40 pages per visit
• 16 minutes • 35 pages per visit
• 10 minutes
Source: Telegraph, 2012
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Day and Evening peaks
Weekday
peak is 7am
Weekend
peak is 8 -
9am
Source: Webtrends
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All part of a mobile and tablet strategy
Build customer interaction
Data collection opportunity
Generate new revenue
Facilitate content collection & distribution
Added value to advertisers
Provide bridge to younger audiences
Brand association new technology
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Growth and ‘joining up’
Mobile Apps
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New features for new audiences
• 700 editorial sections
• Personalisation
• Live market data
• Offline reading
• Embedded multimedia
• Breaking News push
alerts
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•Video highlights of all
Barclays Premiership
matches
•Available from 4.55pm on
Saturdays
•Shown as live for Sunday
& Weekday matches
Premiership video highlights
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Growth and ‘joining up’
Digital Pack Mobile Apps Print Pack
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Proven success – New York Times
300,000 digital subscribers
Increase in print subscriptions
Retained advertising revenue
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Growth and ‘joining up’
Digital Pack Mobile Apps Print Pack
Additional content added throughout 2012 to keep product fresh and re-marketable
Weekend supplements?
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Olympics on iPad
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Cascade
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Target by…
Network operator
Handset
Time of day
Day of week
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New formats
find your nearest
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New formats
slide show
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video banner
New formats
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New landscape, new
devices, new formats…
what else do we need to
consider?
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Measurement
How many?
For how long?
What did they do?
Active
users
Dwell times
Engagement
Need for clear and transparent measurement
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Increasing interaction…and making
money from mobile
1. Mobile payments
2. Quick Response (QR) Codes / Digital Watermarking
3. Augmented Reality (AR)
4. Location-based services
5. Mobile Social
6. SMS / Text messaging
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H1 2012 MOBILE MASTERCLASS
Mobile payments
• Take over from credit cards?
• NFC (Barclaycard/Oyster/Pingit)
• In-app Purchase (Bjork)
• QR/2D bar codes, mobile POS, and SMS transactions
• Apple, Amazon , Google and eBay
• Paypal claim…
• Trust/building confidence/UE is key!
$240bn
$670bn
2011 2015 Source: eMarketer, 2011
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Olympics
Samsung and Visa “Paywave”
3000 wireless payment terminals across venues
£15 max. Above…passcode required
Balance check/transaction history
Google Wallet only US.
Will they follow suit?
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Augmented reality
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H1 2012 MOBILE MASTERCLASS
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H1 2012 MOBILE MASTERCLASS
Telegraph app 2012
The Era of Consumer Choice/Voice
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Ultimately…
convergence
of Virtual and physical payments
of mobile networks & data services
of mobile and online platforms
of physical, augmented and virtual reality
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Key lessons
1. Thinking about our future audiences & where they’ll be.
2. Remembering it’s a new space for everyone. No panacea.
3. Not just about making money.
4. Have mobile strategies! Tailored. Build in experiments.
5. Dominate our markets with relevant mobile services/apps.
6. Focus on mobile optimisation of all content in our ecosystems.
7. Make our audiences feel important and entertain them
when possible
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The mobile opportunity
New
dimension
Revenue
stream
Content
distributor
Database
New,
modern
way
Enhance Rejuvenate
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Know your audiences
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The Telegraph Family
SMARTPHONE Breaking news, utility or fun
TABLET
Highly curated, once-a-day, aimed at time-poor, younger
demographic
WEB Search-driven; archive and multi-
media
Luxurious, complete, older demographic (weekday),
lifestyle (weekend)
NEWSPAPER
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Future of Newspapers?
• Traditional media is driving the
agenda for the reinvention of
the news industry
• Print remains an important
part of the mix
• Mobile is an integral part of
that future
• The Telegraph is committed to
a world class, multi-platform,
multi-channel future.
• Commitment to advertisers
and readers into the new
future!
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Making it Mobile @ The Telegraph Mark Challinor, Director of Mobile, Telegraph Media Group
Twitter: @Challinor BLN March 2012
Thanks for listening!