Trends in mobile: Mobiletech and The Globe and Mail
Transcript of Trends in mobile: Mobiletech and The Globe and Mail
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Trends in mobile: Mobiletech and The Globe
and MailGrowth and monetization strategies
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Mobile Context
Workflow
Integration
Business Models
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Learn more
Visit Mobiletech at booth 1.501,Hall 1
Visit our partners
Vizrt and Escenic at booth# 1.410
CCI Europe at booth# 1.310
Saxotechat booth# 1.335
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Globe and Mail Mobile: Our story so far
Angus Frame
Vice President, Digital Media
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Who are we? A Newspaper
Canadas NationalNewspaper, almost onemillion print-editionreaders a month
Considered Canadas
paper of record forBusiness and Nationalnews
Popular with nationalbrand advertisers seekinginfluential affluent
audience
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Who are we? A family of websites
Globeandmail.com -- a LeadingCanadian news destination,around 100M page views/month
Globeinvestor.com -- DominantCanadian finance site(globeinvestor.com) focused oninvestors; includes successfulsubscrition service
GlobeInvestorGOLD.com Collection of smaller vertical sitesin niche categories (Automotive,Education, Lifestyle etc.)
Steady revenue growth driven bydisplay advertising for nationalclients. Growing focus on premiumsponsorships and sophisticatedintegrated solutions andpartnerships with advertisers
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Only 1.5 years ago our mobile business was
insignificant
Mobile site hosted
and managed
externally
Minimal traffic
Minimal revenue
Low priority internally
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Then opportunity knocked
Vendor hosting ourmobile site terminatedour relationship
Invested intechnology fromMobiletech thatintegrated with ourCMS (CCI+Escenic)
Internal team
assumed control ofm.globeandmail.com
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Why Mobiletech?
Seamless integration with Escenicplatform (Globe went live on Escenic in
May, 2009)
Gave us full control and flexibility overrevenue model
Gave us full control over content and
presentation decisions
Were able to meet our very tight deadline
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Results: Organizational Change
Globeandmail.mobi wentlive on July 1, 2009
(exactly on deadline)
Globe created small
internal team to focus on
mobile (product manager,editor)
Refined experience and
carefully directed traffic to
new mobile site with
email, SMS etc.
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Results: Traffic
Monthly unique visitors went from 45,807
in June 2009 to 544,887 in June 2010, anincrease of more than 1000%
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Results: Revenue
Once traffic volume was established, significantadvertising opportunities were available
Created mobile sponsorship packages for major
brand advertisers that allowed them to purchase
a portion of all mobile inventory Mobile revenue forFY10 was 229% of plan, with
almost all of the revenue coming in final two
months of the year (Globe fiscal ends Aug. 31)
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Whats next?
Mobile a corporate priority for FY11,believe growth in FY10 is only the
beginning
Focused on product enhancements and
revenue generation
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Thank-you