Presentation (by Herman Kienhuis) on tablet developments, Sanoma Media's app development program results and key learnings on tablet publishing @ immovator crossmedia café (May 24 2011, Hilversum, Netherlands)
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