2. What’s INMA?
International Newsmedia
Marketing Association
Non-profit news publishers’ association. 3000 members
in 80 countries. Offices in Dallas, Antwerp and New Delhi.
WWW.INMA.ORG
3. Who am I?
Grzegorz Piechota
Vice-President of INMA Europe
(office in Antwerp).
Head of Social Campaigns
at Gazeta Wyborcza in Warsaw.
PL.LINKEDIN.COM/IN/
GRZEGORZPIECHOTA
4. The first to report on tablets
Oxford Tablet
Summit 2010
Just on-time seminar organized
by INMA, Innovation and
Reuters Institute for the Study
of Journalism. May 2010.
WWW.FORUM4EDITORS/TAG/
OXFORD-TABLET-SUMMIT/
5. Where will we share more?
INMA/OPA Europe
Conference 2010
Three-day newsmedia
conference in Kraków.
September 29-October 1.
Co-organizer: Online
Publishers Association Europe.
WWW.INMA.ORG
WWW.OPA-EUROPE.ORG
16. 3,3 million iPads sold in three months
✖
Compare the number of days it took these devices to reach 1 mln units sold
Nintendo Nintendo
iPad iPhone Netbooks BlackBerry iPod
Wii DS
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
17. Mobile Internet ramping faster than desktop one ✖
Compare the number of subscribers of mobile and desktop
Internet services after 10 quarters since their launch
100
iPhone ~86 mln
80
+ iTouch Netscape
Subscribers (mln)
Start: 6/2007 Start: 12/1994
60
40 ~31 mln i-mode
Start: 6/1999
20
~18 mln AOL
Start: 9/1994
~8 mln
0
Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19
Source: Morgan Stanley,
Quarters since launch Internet Trends, 7/6/2010
18. 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
700
Desktop PC 2012: inflection point
Annual unit shipments (mln)
600
Notebooks Smartphones > PC
Smartphones
500
400
300
200
100
0
2005 2006 2007 2008 2009(F) 2010(F) 2011(F) 2012(F) 2013(F)
Source: Morgan Stanley, Internet Trends, 7/6/2010
19. Mobile apps get as popular ✖
as mobile web browsing
How do Americans use their smartphones?
40 39 38
Mobile app
users
Mobile
US smartphone users (mln)
browser users
30 2x
20 18 18
10
0
Source: Morgan Stanley,
4/2009 4/2010 Internet Trends, 7/6/2010
20. Mobile app usage unprecedented ✖
Compare average number of apps downloaded by users
50 47
40
30
22
20
12 10
10 5
0
iPhone/iTouch Android iPad BlackBerry Nokia
Source: Morgan Stanley, Internet Trends, 7/6/2010
21. iPhone users have the widest choice of apps ✖
Number of mobile apps available (paid and free, in thousands)
212 50 10 8 11
iPhone/iTouch Android iPad BlackBerry Nokia
Source: Distimo App Store Analytics, “Mobile application stores. State of play”,18/6/2010
22. In general, most mobile apps are paid
✖
Share of paid apps on different platforms and their average price
iPad 20% 80% $4,99
iPhone/iTouch 27% 73% $4,01
BlackBerry 25% 75% $7,52
Nokia 25% 75% $2,89
Android 57% 43% $3,29
0% Free Paid 100%
Source: Distimo App Store Analytics, “Mobile application stores. State of play”,18/6/2010
23. 26% apps developed for iPad ✖
go into books or news category
Categories of 10,000 apps (paid and free)
Books, reference
Games 18%
22%
News
8%
Social networking
2%
Utilities, productivity
9%
Entertainment, music
15%
Lifestyle, hobbies
13% Source: MacStories.net,
Education, health Federico Viticci, “Tha App
13% Store has now over 10,000
apps”,12/6/2010
24. iPad: is this a device for a weekend?
✖
Web browsing activity of iPad users grows significantly
on Saturdays and Sundays
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
Source: NetMarketShare.com, “iPad Share Jumps Upon International Release”,21/6/2010
25. Evening iPad reading on a sofa
✖
Here’s when exactly iPad users browse the website
of a Norwegian daily Aftenposten.no during an average day
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
Source: John Einar Sandvand, “Aftenposten”,21/6/2010
26. iPad is NOT used like a mobile phone
✖
Compare when Aftenposten.no users browse the site
using their mobile phones and iPads
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
Source: John Einar Sandvand, “Aftenposten”,21/6/2010
27. iPad is NOT used like a desktop PC
✖
Compare when Aftenposten.no users browse the site
using their desktop PCs and iPads
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
Źródło: John Einar Sandvand, “Aftenposten”,21/6/2010
28. 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
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
Source: John Einar Sandvand, “Aftenposten”,21/6/2010
29. So how to unlock
the future
of newspapers
on new devices?
32. Do we need to make apps?
iPad is so
great for
browsing,
so maybe
you don’t
Aftenposten.no need an app
Recoded home page’s serving at all?
ads just for iPad users.
33. If you believe you need an app...
Do publishers
really need to
invest in making
iPad apps in-
house? What
other options
are there?
34. To charge or not to charge?
Wall Street Journal Financial Times
Paid subscription: $3,99/week Free (sponsored) app.
10 000 SUBSCRIBERS 250 000 DOWNLOADS
Source: PaidContent.co.uk, 2/6/2010; 27/7/2010
35. Give them all or just a selection?
New York Times Guardian
“Editors’ choice only” app. Free news photo app.
350 000 DOWNLOADS 90 000 DOWNLOADS
Source: PaidContent.co.uk, 2/6/2010; MediaGuardian.co.uk, 8/6/2010
36. To fight aggregators or not?
Are we
going
to allow
the history
Pulse to repeat
Paid RSS aggregator itself?
in a conflict with the “NY Times”.
35 000 DOWNLOADS SOLD
Źródło: PaidContent.co.uk, 2/6/2010; New York Times
37. How to sell ads for iPads?
30 second
is an average time a user
is interacting with an online ad
on the iPad.
6x
It’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?
Source: “Pointroll & AdMarvel Report” via BizReport.com, 16/6/2010