A snapshot of mobile web usage growth in Australia as seen by the Australian Broadcasting Corporation (ABC). Presented at the CeBIT Mobile Conferecence, May 2012.
3. Foundations
Why did we do it?
Potential as media channel
Need to reach Australian audiences anywhere
Understanding that mobile would fall into our PB’s obligations
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5. 80 Years Perspective
Fixed appointment
“This day was for me, what the mobile phone is to people now. Flexible catch up
It was the day that an interest in current affairs and news became part and
parcel of our family's 'must see' activity.” Lorraine, 80 Days That Changed Our Lives 5
9. ABC trends
Top 20 devices visiting http://m.abc.net.au are:
iOS 62% [up from 44% in Aug/10]
BlackBerry 5% [down from 24% in Aug/10]
Symbian 4% [down from 18% in Aug/10]
5% 4% 1%
Android 28% [up from 6% in Aug/10]
iOS
28% Android
62%
BlackBerry
Symbian
Others
Source: Origin Analytics 27/08/2010 and 20/05/2012 9
10. ABC trends
Apps in downloads
Name Total accumulated
ABC iPhone app 2,154,483
ABC iPad app 706,854
39
ABC Android app 63,904
ABC News widget (bada) 8,475
ABC Java app 10,043
ABC BlackBerry app 1,651
ABC Foodi 196,291
ABC iview 928,741
Apps in 5 years
5
Poh’s Kitchen 330,508
ABC At The Movies 215,972
Play School Art Maker (AU) 111,502
Play School Art Maker (INT) 93,468
Good Game 71,395
50 Four Corners 40,502 Operating systems
Rage 182,922
triple j 424,806
triple j Unearthed 839,312
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Source: iTunes Connect, Google Play Store, OVI, Samsung Apps, Flurry 22/05/2012
13. ABC on Android
Yes, it took us a long while to
update... 3 years of user feedback!
Growth is slow when compared to iOS
but significant when compared to
competitors on Google Play
ABC committed to more updates soon;
new apps are under production now
Over 63,000 downloads
8,000+ active users per week
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14. ABC iPhone app
Building a daily habit
Strong demand for rich media
+ WiFi and 3G
+ Live and on demand
+ Short form and long form
3rd party dependencies
+ designing for retina and non-retina
+ multitasking Over 2.1 million downloads
70,000+ active users per week
+ social media API changes
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15. ABC iview
The most engaging app distributed
by the ABC; developed in-house
Demand for iPhone and video over 3G
leading to new universal app in June;
discussing Android version
Multiplatform strategy; 350h of new
content each week; 27% of all Over 900,000 downloads
97,000+ active users per week
video accessed from mobile devices
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16. Play School Art Maker
Tested to exhaustion with target
audience (2-4 Aussie kids)
Different versions for the Australian and
international markets (content rights)
Quality services needs clear goals,
experimentation and can’t be rushed
Over 200,000 downloads
54,000+ active users per week 16
17. triple j Unearthed
It’s all about passion and convenience
+ music 24/7, anywhere you are
Single sign on between site and app
+ Synchronised playlists
Raising awareness via social media
App Store and discoverability
Over 830,000 downloads
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18. Australia Votes
Single purpose/event application
There are no miracles in mobile app
development
Getting the metadata right
+ twitter #tags
+ Antony Green predicts
+ Subtle changes on AEC feed
Social media can make it or break it
+ top 100 global chart before 6pm, 21/08
+ technical failures exposed virally fast
Around 60,000 downloads
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20. The future ahead
Some food for thought...
Do we have media files encoded in the right format?
Do we have servers, storage and distribution capacity?
Should we stream or download?
Do we have content rights?
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21. Only the tip of the iceberg
Content production
+ Our goal is to make our content available in more places, at any time
+ Success of the broadcaster in an IP world poses business challenges
+ ABC Online must become mobile friendly
+ Mobile services will require ongoing support for sustainable growth
Content gathering
+ Mobile no longer as a consumption device
+ How do we share mobile produced content with other ABC channels
+ MDM to enable reliable and secure BYO environment
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