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Looking through
       a black mirror.
A second view on content, media & advertising.

        by @ndecrock and @cvanrhijn
First view on ‘The Tablet’
A lean mean mobile machine
The story starts on November 19
                     2007

                3.000.000 Kindles
               630.000 book titles


                     August
                     2010
Kindle was in 2009 the
     bestselling product of
    Amazon. For the first time
the webshop sold more e-books
       than paper books.
In April it broke through.
    2010

3.500.000 iPads
  25.000 apps


    August
    2010
3,3 million iPads sold in three months
Number of days it took to reach 1 mio units sold
Don’t compare a watch with a time machine.
DEAR IPAD USER,
            HAVE YOU LOOKED IN
            THE MIRROR LATELY ?

  “iPad user are Selfish, unkind,
over-achieving and power-hungry”
           Yeah. Yeah.
                          Source: Wired, August 2010
The tablet is the first lean
back, lean forward device.
✓ Reading
✓ Watching
✓ Working
✓ Browsing
✓ Learning
✓ Gaming
✓ Communicating
iPad is not used like a desktop PC
Evening iPad reading on a sofa
Different usage in comparison to smartphones
iPad Consumer Usage Study
     iPad preferred method of reading newspapers and magazines


         7%

                      12%

                                               24%

                                                     26%

                                                                 31%

0%              10%                   20%                  30%                    40%

     e-Reader          Mobile phone         Print           Laptop/PC           iPad


                                                              Source: Cooper Murphy Webb, 2010
iPad Consumer Usage Study
                        iPad preferred method of reading books


           7%

     4%

                                                             36%

                       12%

                                                                         41%

0%                   12,5%                  25%             37,5%                      50%

          e-Reader           Mobile phone         Print          Laptop/PC           iPad


                                                                   Source: Cooper Murphy Webb, 2010
So, it’s better than a newspaper huh ?
But it’s the
apps, stupid.
Source:
MobClix index,
July 2010
iOS users have the widest choice
Number of mobile apps available (paid & free), in thousands




    285         130         27          13          10
                                        Nokia     BlackBerry
2. A second view on Content
  Inside Out the Newsroom
From Morning Paper to News Brand
                                                   always up to date

                   quick scan                  iinteractivity                              internet          reference
  morning paper                    quick scan                      quick scan
 news overview        on the move             reading moment              on the move         backgrounds and analysis
         reading moment         breaking news                 information search      breaking news         reading moment


07:00



                                                                                                                     24:00

     getting up      commute         work or school          break        work or school               evening
        and                                                                                             relax
     breakfast
Third Window or 3rd Dimension



       paper              internet and              tablets
                         mobile (internet)

• news overview          • alerts            • current affairs and
• background and         • breaking news      backgrounds
 analysis                • geolocal info     • infographics
• that day’s debate or   • archives          • video
 hot topic               • reference         • interactivity
                         • interactivity
Redefining content for different dimensions
‣   Adapting to new media ‘consumption’ behaviour
‣   Profiled advertising
Key Success Elements for reader

         richness of the
         content offer


         open platform
                  different platforms of choice



         experience
                 ease of use, always-on connectivity
                 and providing an unique experience
Key Success Elements for publisher

          profitable pricing      a premium price for
          model                   premium content

          control the value chain
           keep the customer
                                 for subscriptions and profiled
          relationship
                                  advertising in the future
          multi-platform          keep you independence and
                                  have the opportunity to earn the
                                  investments back by leveraging
                                  on different platforms
The ‘not invented here syndrome’ is gone. Finally.
Looking through a black mirror
3. A second view
on media & advertising.
A second view watching that other lean back medium. TV.
Lean back + lean back = content2
Watch F1 drivers LIVE from the iPad




  Formula One 2010 Timing and Track Positioning Application
Interact with exclusive ‘synced’ content




           ABC's My Generation Sync
Advertisers will like their glossy ads.
Advertisers like their ads to be exclusive.




Sponsoring is back in business. Free apps thx to advertisers.
Advertisers will like their ads BIG.
Extra large
            !
Advertisers (and consumers)
will like their interactive ads.
Looking through a black mirror
Looking through a black mirror
Looking through a black mirror
Introducing:
Lean Back Power
30 seconds
= user interaction with
online ad on iPad


6x
= six times longer than an
ad on desktop PC
x

 live profiling
 > one2one
opportunities
Beware of the (r)Evolution in Media Land


           >                >


   local                      global
“iAd will turn the world of mobile
    advertising upside down"
              Rob Master,
North American Media Director of Unilever.
One more thing:
The Tablet means business.
The first real b2B
                    mobile device




Improve Product Demos • Trade Show Info Capture • More Multimedia Content
Looking through a black mirror
x

    1 out of 5
US doctors wants
   to buy iPad
But, no need to rush



                       It has only begun.
Thanks for
looking through
the black mirror.
  @ndecrock and @cvanrhijn

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Looking through a black mirror

  • 1. Looking through a black mirror. A second view on content, media & advertising. by @ndecrock and @cvanrhijn
  • 2. First view on ‘The Tablet’ A lean mean mobile machine
  • 3. The story starts on November 19 2007 3.000.000 Kindles 630.000 book titles August 2010
  • 4. Kindle was in 2009 the bestselling product of Amazon. For the first time the webshop sold more e-books than paper books.
  • 5. In April it broke through. 2010 3.500.000 iPads 25.000 apps August 2010
  • 6. 3,3 million iPads sold in three months Number of days it took to reach 1 mio units sold
  • 7. Don’t compare a watch with a time machine.
  • 8. DEAR IPAD USER, HAVE YOU LOOKED IN THE MIRROR LATELY ? “iPad user are Selfish, unkind, over-achieving and power-hungry” Yeah. Yeah. Source: Wired, August 2010
  • 9. The tablet is the first lean back, lean forward device.
  • 10. ✓ Reading ✓ Watching ✓ Working ✓ Browsing ✓ Learning ✓ Gaming ✓ Communicating
  • 11. iPad is not used like a desktop PC
  • 12. Evening iPad reading on a sofa Different usage in comparison to smartphones
  • 13. iPad Consumer Usage Study iPad preferred method of reading newspapers and magazines 7% 12% 24% 26% 31% 0% 10% 20% 30% 40% e-Reader Mobile phone Print Laptop/PC iPad Source: Cooper Murphy Webb, 2010
  • 14. iPad Consumer Usage Study iPad preferred method of reading books 7% 4% 36% 12% 41% 0% 12,5% 25% 37,5% 50% e-Reader Mobile phone Print Laptop/PC iPad Source: Cooper Murphy Webb, 2010
  • 15. So, it’s better than a newspaper huh ?
  • 18. iOS users have the widest choice Number of mobile apps available (paid & free), in thousands 285 130 27 13 10 Nokia BlackBerry
  • 19. 2. A second view on Content Inside Out the Newsroom
  • 20. From Morning Paper to News Brand always up to date quick scan iinteractivity internet reference morning paper quick scan quick scan news overview on the move reading moment on the move backgrounds and analysis reading moment breaking news information search breaking news reading moment 07:00 24:00 getting up commute work or school break work or school evening and relax breakfast
  • 21. Third Window or 3rd Dimension paper internet and tablets mobile (internet) • news overview • alerts • current affairs and • background and • breaking news backgrounds analysis • geolocal info • infographics • that day’s debate or • archives • video hot topic • reference • interactivity • interactivity
  • 22. Redefining content for different dimensions ‣ Adapting to new media ‘consumption’ behaviour ‣ Profiled advertising
  • 23. Key Success Elements for reader richness of the content offer open platform different platforms of choice experience ease of use, always-on connectivity and providing an unique experience
  • 24. Key Success Elements for publisher profitable pricing a premium price for model premium content control the value chain keep the customer for subscriptions and profiled relationship advertising in the future multi-platform keep you independence and have the opportunity to earn the investments back by leveraging on different platforms
  • 25. The ‘not invented here syndrome’ is gone. Finally.
  • 27. 3. A second view on media & advertising.
  • 28. A second view watching that other lean back medium. TV.
  • 29. Lean back + lean back = content2
  • 30. Watch F1 drivers LIVE from the iPad Formula One 2010 Timing and Track Positioning Application
  • 31. Interact with exclusive ‘synced’ content ABC's My Generation Sync
  • 32. Advertisers will like their glossy ads.
  • 33. Advertisers like their ads to be exclusive. Sponsoring is back in business. Free apps thx to advertisers.
  • 34. Advertisers will like their ads BIG.
  • 36. Advertisers (and consumers) will like their interactive ads.
  • 40. Introducing: Lean Back Power 30 seconds = user interaction with online ad on iPad 6x = six times longer than an ad on desktop PC
  • 41. x live profiling > one2one opportunities
  • 42. Beware of the (r)Evolution in Media Land > > local global
  • 43. “iAd will turn the world of mobile advertising upside down" Rob Master, North American Media Director of Unilever.
  • 44. One more thing: The Tablet means business.
  • 45. The first real b2B mobile device Improve Product Demos • Trade Show Info Capture • More Multimedia Content
  • 47. x 1 out of 5 US doctors wants to buy iPad
  • 48. But, no need to rush It has only begun.
  • 49. Thanks for looking through the black mirror. @ndecrock and @cvanrhijn