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Planet of the Apps


 Immovator Cross Media Café, May 24, 2011
Herman Kienhuis (@kienhuis), BusDev Sanoma Media
tablet market developments


sanoma app development program
results


some learnings
http://www.flickr.com/photos/schnaars/4544419991/




Tablets: Touching
A new category of comfortable
           computing devices




Entertainment/   Information/         Entertainment/   Communication/
Inspiration      Productivity         Creation         Monitoring
XL form          Short form           Medium form      XS form
Push             Pull                 Pull             Push
TV/DVD           Software/ Websites   Apps/Websites    Apps/Widgets
Movies/          Search/Social/       Ebooks/Photos/   Music/
VideoGames       Video                Video            CasualGames
Hours            Hours                Quarters         Minutes
iPad selling faster than iPhone
             15 mln iPads sold in 3 quarters*

40,000,000



30,000,000



20,000,000



10,000,000
                                                                 Actual sales
                                                                 Analyst projections
        0
              Apr-10   Jul-10   Oct-10 Dec-10 Apr-11            Jul-11   Sep-11 Dec-11


                       * vs. 4 mln iPhones in first 3 quarters
Strong uptake of iPad sales
          (>400.000) and usage in NL
      NU.nl iPad app downloads & pageviews
300,000                                                                                                15,000,000




200,000                                                                                                10,000,000




100,000                                                                                                 5,000,000




     0                                                                                                          0
          Jul-10


                   Aug-10


                            Sep-10


                                     Oct-10


                                              Nov-10


                                                       Dec-10


                                                                 Jan-11


                                                                          Feb-11


                                                                                   Mar-11


                                                                                            Apr-11
                                     Downloads                  Pageviews                            Source: Sanoma Media
the Dutch iPad user*


•Majority of users is male, 25-44, well
 educated
•94% uses the iPad multiple times per day
•84% uses the iPad more than 30 minutes per
 day, 54% uses it more than an hour per day!
•3/4 uses it in the evening on the couch, 2/3 at
 breakfast, 1/2 in bed, 1/4 on the toilet




         * based on NU iPad App users survey (Q3 2010, n=5000)   Source: Sanoma Media
the Dutch iPad user:
uses it for rich media consumption
                     News
              Browse web
                    Search
                     Email
                   Games
                 TV/video
                   Photos
Social networking/blogging
        Reading magazines
            Reading books
  Notes / word processing
                     Music
                 Shopping
    Business presentations
         Chat / messenging
Drawing / image processing
                             0           25        50     75         100

                                 Often        Sometimes
                                                               Source: Sanoma Media
Changing news consumption
  phone                             computer                                                           tablet
    31%                                62%                                                              6%
  overall                            overall                                                          overall
   views                              views                                                            views




 In the morning, relative       People reading on computers                     iPad readers read more news
 readership across all three    consumer their greatest share of                on the device at night than
 platforms ramps up quickly     online news that way during the day             during other times of day

10%
8%                                               Computer
7%
5%                                          Smartphone

3%
                                                        iPad
2%
0%
      6     7   8   9   10     11     12    13    14    15     16   17     18     19   20   21   22     23
                                    Source: NU.nl (based on sample data)
Why Apps?




•Developers community: 350k apps (75k for iPad)
•Easy discovery and installation: App Store
•One click payment: iTunes
•Customizable: Personal, Social
•Esthetic Experience: Apple UI
•Speed and accessibility
•Native use of device capabilities: GPS, compass,
 accelerometer, tilt-sensor, microphone, camera
Sanoma planet of the apps @ immovator (kienhuis)
tablet market developments


sanoma app development program
results


some learnings
Speed up      Create
investment      scale

             Build-up of
 Learning
               internal
 by doing
              expertise
Speed up     Fund &
investment     guide
                                           Create
                                 Share
                                concepts    scale
                                 & code
                      2010:
                     >40 apps

           Measure
           & Learn        Develop
  Learning                & market    Build-up of
  by doing                              internal
                                       expertise
Sanoma planet of the apps @ immovator (kienhuis)
Growing app downloads;
                        revenues getting serious
   250,000
 Downloads
 (mobile &
   200,000
tablet apps)     Sep. 2010: >1 mln downloads
   150,000      March 2011: >2 mln downloads!
   100,000
    50,000
          0

  €250,000
 Revenues
 (mobile &
  €200,000
  tablet)

  €150,000
  €100,000
   €50,000
         €0
               Jan-10

                        Feb-10

                                 Mar-10

                                          Apr-10

                                                   May-10

                                                            Jun-10

                                                                     Jul-10

                                                                              Aug-10

                                                                                       Sep-10

                                                                                                Oct-10

                                                                                                         Nov-10

                                                                                                                  Dec-10
                                                                                                                           Source: Sanoma Media
NU HD
                                               App downloads
          300,000



          200,000



          100,000



               0




                    Jul-10

                             Aug-10

                                      Sep-10

                                               Oct-10

                                                        Nov-10

                                                                 Dec-10

                                                                          Jan-11

                                                                                   Feb-11

                                                                                            Mar-11

                                                                                                     Apr-11
•   Content: dynamic news feeds
•   Format: native iOS app with
    visual interface and
    customizable features
•   Business model: advertising
    (interactive display ads)
Autoweek Magazine
                                                     App downloads
                       80,000


                       60,000


                       40,000


                       20,000


                           0




                                Sep-10


                                         Oct-10


                                                  Nov-10


                                                           Dec-10


                                                                    Jan-11


                                                                             Feb-11


                                                                                      Mar-11


                                                                                               Apr-11
• Content:
  • dynamic part: news feed, car info database
  • static part: weekly rich media magazine edition
• Format: native iOS app with Woodwing magazine reader
• Business model:
  • in-app purchasing of magazine editions
  • advertising (banners & full page ads with interactive
    landingspages)
Gamer.nl
                                                      App downloads
                                                   (incl. iPhone since March)
                        40,000


                        30,000


                        20,000


                        10,000


                            0




                                 Sep-10


                                          Oct-10


                                                   Nov-10


                                                            Dec-10


                                                                     Jan-11


                                                                              Feb-11


                                                                                       Mar-11


                                                                                                Apr-11
•   Content: dynamic news feeds, including video & reviews
•   Format: native iOS app
•   Business model:
    • advertising (sponsoring, display ads, featured games)
    • custom publishing (e.g. EA gamerelease)
Viva Magazine
                                                    App downloads
                         30,000



                         20,000



                         10,000



                             0




                                  Nov-10



                                           Dec-10



                                                      Jan-11



                                                               Feb-11



                                                                        Mar-11



                                                                                 Apr-11
• Content:
  • dynamic part: blog & forum feeds
  • static part: biweekly rich media magazine edition
• Format: native iOS app with Woodwing magazine reader
• Business model:
  • in-app purchasing of magazine editions
  • advertising (full page ads with interactive landingpages)
Tablet Apps 2011 (NL)
   €1.59      €1.59      €0.79




   €0.79      €2.39       free




   free       €0.79     PREVIEW
tablet market developments


sanoma app development program
results


some learnings (and a preview)
Learning by
      doing
Own property rights
Sanoma planet of the apps @ immovator (kienhuis)
Don’t repack
the old medium
Compared to a touch,
clicking is boring
Design for fingers,
not for eyes only
Provide multiple
entry and exit points
It’s about the App Store
Get feedback
Future of Digital Magazines?
Future of Digital Magazines!


•Tablet adoption growth: +300% sales
 expected in 2011
•New tablet-native formats: overcoming
 Marshall McLuhan
•In-app subscriptions: PopularScience sold
 10,000 iPad subs in 5 wks
•Better in-app & subs marketing: we’re on
 learning curve
Future Digital Magazines...

…will embrace new ways to layout content
 (flipboard, bright screenzine, prezi, nalden)
   ...will embrace new ways to navigate
   (search, related articles, custom menu)
   ...will embrace real-time availability
      (dynamic updates, live feeds, stats)
     …will embrace social interaction
 (comments, rating, sharing, user uploads)
        ...will embrace commerce
        (compare, wishlist, buynow)
what does the consumer want?
Sanoma planet of the apps @ immovator (kienhuis)
PREVIEW:
Tijdschrift.nl digital magazine kiosk




                          MING SOON
                       CO
                        TO A TABLET
                         NEAR  YOU!
Thank you




Applause



 @kienhuis

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Sanoma planet of the apps @ immovator (kienhuis)

  • 1. Planet of the Apps Immovator Cross Media Café, May 24, 2011 Herman Kienhuis (@kienhuis), BusDev Sanoma Media
  • 2. tablet market developments sanoma app development program results some learnings
  • 4. A new category of comfortable computing devices Entertainment/ Information/ Entertainment/ Communication/ Inspiration Productivity Creation Monitoring XL form Short form Medium form XS form Push Pull Pull Push TV/DVD Software/ Websites Apps/Websites Apps/Widgets Movies/ Search/Social/ Ebooks/Photos/ Music/ VideoGames Video Video CasualGames Hours Hours Quarters Minutes
  • 5. iPad selling faster than iPhone 15 mln iPads sold in 3 quarters* 40,000,000 30,000,000 20,000,000 10,000,000 Actual sales Analyst projections 0 Apr-10 Jul-10 Oct-10 Dec-10 Apr-11 Jul-11 Sep-11 Dec-11 * vs. 4 mln iPhones in first 3 quarters
  • 6. Strong uptake of iPad sales (>400.000) and usage in NL NU.nl iPad app downloads & pageviews 300,000 15,000,000 200,000 10,000,000 100,000 5,000,000 0 0 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 Downloads Pageviews Source: Sanoma Media
  • 7. the Dutch iPad user* •Majority of users is male, 25-44, well educated •94% uses the iPad multiple times per day •84% uses the iPad more than 30 minutes per day, 54% uses it more than an hour per day! •3/4 uses it in the evening on the couch, 2/3 at breakfast, 1/2 in bed, 1/4 on the toilet * based on NU iPad App users survey (Q3 2010, n=5000) Source: Sanoma Media
  • 8. the Dutch iPad user: uses it for rich media consumption News Browse web Search Email Games TV/video Photos Social networking/blogging Reading magazines Reading books Notes / word processing Music Shopping Business presentations Chat / messenging Drawing / image processing 0 25 50 75 100 Often Sometimes Source: Sanoma Media
  • 9. Changing news consumption phone computer tablet 31% 62% 6% overall overall overall views views views In the morning, relative People reading on computers iPad readers read more news readership across all three consumer their greatest share of on the device at night than platforms ramps up quickly online news that way during the day during other times of day 10% 8% Computer 7% 5% Smartphone 3% iPad 2% 0% 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Source: NU.nl (based on sample data)
  • 10. Why Apps? •Developers community: 350k apps (75k for iPad) •Easy discovery and installation: App Store •One click payment: iTunes •Customizable: Personal, Social •Esthetic Experience: Apple UI •Speed and accessibility •Native use of device capabilities: GPS, compass, accelerometer, tilt-sensor, microphone, camera
  • 12. tablet market developments sanoma app development program results some learnings
  • 13. Speed up Create investment scale Build-up of Learning internal by doing expertise
  • 14. Speed up Fund & investment guide Create Share concepts scale & code 2010: >40 apps Measure & Learn Develop Learning & market Build-up of by doing internal expertise
  • 16. Growing app downloads; revenues getting serious 250,000 Downloads (mobile & 200,000 tablet apps) Sep. 2010: >1 mln downloads 150,000 March 2011: >2 mln downloads! 100,000 50,000 0 €250,000 Revenues (mobile & €200,000 tablet) €150,000 €100,000 €50,000 €0 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Source: Sanoma Media
  • 17. NU HD App downloads 300,000 200,000 100,000 0 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 • Content: dynamic news feeds • Format: native iOS app with visual interface and customizable features • Business model: advertising (interactive display ads)
  • 18. Autoweek Magazine App downloads 80,000 60,000 40,000 20,000 0 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 • Content: • dynamic part: news feed, car info database • static part: weekly rich media magazine edition • Format: native iOS app with Woodwing magazine reader • Business model: • in-app purchasing of magazine editions • advertising (banners & full page ads with interactive landingspages)
  • 19. Gamer.nl App downloads (incl. iPhone since March) 40,000 30,000 20,000 10,000 0 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 • Content: dynamic news feeds, including video & reviews • Format: native iOS app • Business model: • advertising (sponsoring, display ads, featured games) • custom publishing (e.g. EA gamerelease)
  • 20. Viva Magazine App downloads 30,000 20,000 10,000 0 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 • Content: • dynamic part: blog & forum feeds • static part: biweekly rich media magazine edition • Format: native iOS app with Woodwing magazine reader • Business model: • in-app purchasing of magazine editions • advertising (full page ads with interactive landingpages)
  • 21. Tablet Apps 2011 (NL) €1.59 €1.59 €0.79 €0.79 €2.39 free free €0.79 PREVIEW
  • 22. tablet market developments sanoma app development program results some learnings (and a preview)
  • 23. Learning by doing
  • 27. Compared to a touch, clicking is boring
  • 28. Design for fingers, not for eyes only
  • 30. It’s about the App Store
  • 32. Future of Digital Magazines?
  • 33. Future of Digital Magazines! •Tablet adoption growth: +300% sales expected in 2011 •New tablet-native formats: overcoming Marshall McLuhan •In-app subscriptions: PopularScience sold 10,000 iPad subs in 5 wks •Better in-app & subs marketing: we’re on learning curve
  • 34. Future Digital Magazines... …will embrace new ways to layout content (flipboard, bright screenzine, prezi, nalden) ...will embrace new ways to navigate (search, related articles, custom menu) ...will embrace real-time availability (dynamic updates, live feeds, stats) …will embrace social interaction (comments, rating, sharing, user uploads) ...will embrace commerce (compare, wishlist, buynow)
  • 35. what does the consumer want?
  • 37. PREVIEW: Tijdschrift.nl digital magazine kiosk MING SOON CO TO A TABLET NEAR YOU!