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Making it Mobile @ The Telegraph
  Mark Challinor, Director of Mobile, Telegraph Media Group

BLN March 2012
                                                              1
Background – the mobile market


          • Five years ago, the mobile landscape was…
          • There were mobile phone apps, but the app store
            concept as we know it now was still years away.
          • Huge difference in speed and in scope than it is
            today




           2007                    2012                        2017




MOBILE MASTERCLASS
H1 2012
Background – the mobile market


     • Keypad to touchscreen
     • 2G to 3G/4G
     • “social” as an afterthought, to social
       intrinsic…
     • …and to a world full of apps.




      2007                     2012             2017



 BLN March 2012
Background – the mobile market


     • Faster devices
     • More complex - replace workstations and
       notebooks
     • Portable/wireless devices




      2007                    2012               2017



 BLN March 2012
The Kindle Fire




 BLN March 2012
Opportunities in 2012
                          More awareness
   Companies are                                More questioning
   “waking up” to
   mobile                                                      The rise of
                                                               smartphones
                                                               (easier)




   Mobile
                            2012
   advertising,
   sponsorship                                              Increase in
   etc.                                                     bandwidth (LTE)



    Better content
    availability: more         Mobile metrics            Case studies
    local, personal,                                     now available!
    relevant, engaging…

 BLN March 2012
this
                 changes
                 everything?

BLN March 2012
Unexpected truths?


 • There are more over 55s with iPads than under 35s

 • 25% of iPad owners say their iPad usage has been
   additional to their current media consumption i.e. not at
   the expense of other media

 • 50% of owners share their iPad with other members of
   their family (Understanding household consumption
   patterns is vital (2 per h/hold). “Fair use policy”)


                                                  Source: YouGov survey of iPad owners, 2011




 BLN March 2012
What has
                    The Telegraph
                 experienced reaching
                  mobile audiences?



BLN March 2012
Mobile at the Telegraph




 BLN March 2012
Fantasy Games




 BLN March 2012
Formats




 BLN March 2012
The Telegraph iPad News




       Free but not free!   Rolls Royce not Ferrari

  BLN March 2012
Continuous dialogue


   +50% of app users gave
   an email address


   +100k tech email         +12 focus
   database                 groups


   +1,800 letters to the
   editor




 BLN March 2012
Continuous dialogue

     What they liked…
     • The product’s closeness
       to the newspaper rather
       than the website
     • Conspicuous editorship
     • Clean design, sections
     • “finishability”
     • Key content – main
       sections, letters,
       cartoons, puzzles.
     • Advertising
     • Visuals


 BLN March 2012
iPad advertising market



  ‘‘iPad is of premium value
    …
         advertising…

      …           offers a new and differentiating way
                  of engaging and attracting
                  consumers
      …           attributes more value to brands
      …           is more likely to drive purchases
                                                Source: YouGov survey of iPad owners, 2011




 BLN March 2012
Our iPad audience


 • 36% are over 55

 • 72% of our iPad owners are male (85% originally)

 • 27% live in London

 • 24% Key executives (N. Index 312 for +£60k salary)


                                                 Source: Telegraph, 2012




 BLN March 2012
Telegraph iPad

                          • 40 pages per visit
   • 35 pages per visit   • 16 minutes
   • 10 minutes




                                          Source: Telegraph, 2012




 BLN March 2012
Day and Evening peaks




          Weekday
          peak is 7am
          Weekend
          peak is 8 -
          9am




                        Source: Webtrends




 BLN March 2012
All part of a mobile and tablet strategy

                             Build customer interaction

                             Data collection opportunity

                               Generate new revenue

                      Facilitate content collection & distribution

                             Added value to advertisers

                        Provide bridge to younger audiences

                         Brand association new technology



 BLN March 2012
Growth and ‘joining up’



   Mobile Apps




 BLN March 2012
New features for new audiences




                                 • 700 editorial sections
                                 • Personalisation
                                 • Live market data
                                 • Offline reading
                                 • Embedded multimedia
                                 • Breaking News push
                                   alerts



 BLN March 2012
Premiership video highlights



       • Video highlights of all
         Barclays Premiership
         matches
       •Available from 4.55pm on
         Saturdays
       •Shown as live for Sunday
         & Weekday matches




 BLN March 2012
Growth and ‘joining up’


   Mobile Apps     Digital Pack   Print Pack




 BLN March 2012
Proven success – New York Times




                   300,000 digital subscribers

                   Increase in print subscriptions

                   Retained advertising revenue


 BLN March 2012
Growth and ‘joining up’


   Mobile Apps                  Digital Pack                 Print Pack




 Additional content added throughout 2012 to keep product fresh and re-marketable
                             Weekend supplements?


 BLN March 2012
Olympics on iPad




 BLN March 2012
Cascade




 BLN March 2012
Target by…
                 Network operator
                      Handset
                    Time of day
                   Day of week




BLN March 2012
New formats

                  find your nearest




 BLN March 2012
New formats

                  slide show




 BLN March 2012
New formats

                  video banner




 BLN March 2012
New landscape, new
             devices, new formats…
             what else do we need to
                    consider?



BLN March 2012
Measurement
    Need for clear and transparent measurement




                                                 Active
                                                 users
  How many?

             For how long?             Dwell times


 What did they do?                         Engagement


 BLN March 2012
Increasing interaction…and making
money from mobile

  1. Mobile payments
  2. Quick Response (QR)
     Codes / Digital
     Watermarking
  3. Augmented Reality (AR)
  4. Location-based services
  5. Mobile Social
  6. SMS / Text messaging




 BLN March 2012
Mobile payments

                   $670bn   • Take over from credit cards?

                            • NFC (Barclaycard/Oyster/Pingit)

                            • In-app Purchase (Bjork)
          $240bn
                            • QR/2D bar codes, mobile POS, and
                              SMS transactions

                            • Apple, Amazon , Google and eBay

                            • Paypal claim…

                            • Trust/building confidence/UE is key!
          2011     2015
                                                                Source: eMarketer, 2011




MOBILE MASTERCLASS
H1 2012
BLN March 2012
Olympics
Samsung and Visa “Paywave”

3000 wireless payment terminals across venues

£15 max. Above…passcode required

Balance check/transaction history

Google Wallet only US.
           Will they follow suit?




 BLN March 2012
BLN March 2012
BLN March 2012
Augmented reality




 BLN March 2012
MOBILE MASTERCLASS
H1 2012
The Era of Consumer Choice/Voice




                           Telegraph app 2012




MOBILE MASTERCLASS
H1 2012
Ultimately…

                            of mobile
                            networks &
 of Virtual and             data services
 physical
 payments

            convergence

     of physical,      of mobile and
     augmented and     online
     virtual reality   platforms

 BLN March 2012
Key lessons


1. Thinking about ourfuture audiences & where they’ll be.
2. Remembering it’s a new space for everyone. No panacea.
3. Not just about making money.
4. Have mobile strategies! Tailored. Build in experiments.
5. Dominate our markets withrelevant mobile services/apps.
6. Focus on mobile optimisation of all content in our ecosystems.
7. Make our audiences feel important and entertain them
                                               when possible




 BLN March 2012
The mobile opportunity


                                                           New,
               New
                                  Database                modern
            dimension
                                                           way




                        Revenue                                     Content
  Enhance                                    Rejuvenate
                         stream                                    distributor




 BLN March 2012
Know your audiences




 BLN March 2012
The Telegraph Family
                            Luxurious, complete, older
            NEWSPAPER        demographic (weekday),
                               lifestyle (weekend)




            SMARTPHONE      Breaking news, utility or fun



                            Highly curated, once-a-day,
             TABLET        aimed at time-poor, younger
                                   demographic



                         Search-driven; archive and multi-
              WEB
                                      media



  BLN March 2012
Future of Newspapers?

                        • Traditional media is driving the
                          agenda for the reinvention of
                          the news industry

                        • Print remains an important
                          part of the mix

                        • Mobile is an integral part of
                          that future

                        • The Telegraph is committed to
                          a world class, multi-platform,
                          multi-channel future.

                        • Commitment to advertisers
                          and readers into the new
                          future!

 BLN March 2012
Thanks for listening!


          Making it Mobile @ The Telegraph
  Mark Challinor, Director of Mobile, Telegraph Media Group

BLN March 2012                             Twitter: @Challinor

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4. mark challinor

  • 1. Making it Mobile @ The Telegraph Mark Challinor, Director of Mobile, Telegraph Media Group BLN March 2012 1
  • 2. Background – the mobile market • Five years ago, the mobile landscape was… • There were mobile phone apps, but the app store concept as we know it now was still years away. • Huge difference in speed and in scope than it is today 2007 2012 2017 MOBILE MASTERCLASS H1 2012
  • 3. Background – the mobile market • Keypad to touchscreen • 2G to 3G/4G • “social” as an afterthought, to social intrinsic… • …and to a world full of apps. 2007 2012 2017 BLN March 2012
  • 4. Background – the mobile market • Faster devices • More complex - replace workstations and notebooks • Portable/wireless devices 2007 2012 2017 BLN March 2012
  • 5. The Kindle Fire BLN March 2012
  • 6. Opportunities in 2012 More awareness Companies are More questioning “waking up” to mobile The rise of smartphones (easier) Mobile 2012 advertising, sponsorship Increase in etc. bandwidth (LTE) Better content availability: more Mobile metrics Case studies local, personal, now available! relevant, engaging… BLN March 2012
  • 7. this changes everything? BLN March 2012
  • 8. Unexpected truths? • There are more over 55s with iPads than under 35s • 25% of iPad owners say their iPad usage has been additional to their current media consumption i.e. not at the expense of other media • 50% of owners share their iPad with other members of their family (Understanding household consumption patterns is vital (2 per h/hold). “Fair use policy”) Source: YouGov survey of iPad owners, 2011 BLN March 2012
  • 9. What has The Telegraph experienced reaching mobile audiences? BLN March 2012
  • 10. Mobile at the Telegraph BLN March 2012
  • 11. Fantasy Games BLN March 2012
  • 13. The Telegraph iPad News Free but not free! Rolls Royce not Ferrari BLN March 2012
  • 14. Continuous dialogue +50% of app users gave an email address +100k tech email +12 focus database groups +1,800 letters to the editor BLN March 2012
  • 15. Continuous dialogue What they liked… • The product’s closeness to the newspaper rather than the website • Conspicuous editorship • Clean design, sections • “finishability” • Key content – main sections, letters, cartoons, puzzles. • Advertising • Visuals BLN March 2012
  • 16. iPad advertising market ‘‘iPad is of premium value … advertising… … offers a new and differentiating way of engaging and attracting consumers … attributes more value to brands … is more likely to drive purchases Source: YouGov survey of iPad owners, 2011 BLN March 2012
  • 17. Our iPad audience • 36% are over 55 • 72% of our iPad owners are male (85% originally) • 27% live in London • 24% Key executives (N. Index 312 for +£60k salary) Source: Telegraph, 2012 BLN March 2012
  • 18. Telegraph iPad • 40 pages per visit • 35 pages per visit • 16 minutes • 10 minutes Source: Telegraph, 2012 BLN March 2012
  • 19. Day and Evening peaks Weekday peak is 7am Weekend peak is 8 - 9am Source: Webtrends BLN March 2012
  • 20. All part of a mobile and tablet strategy Build customer interaction Data collection opportunity Generate new revenue Facilitate content collection & distribution Added value to advertisers Provide bridge to younger audiences Brand association new technology BLN March 2012
  • 21. Growth and ‘joining up’ Mobile Apps BLN March 2012
  • 22. New features for new audiences • 700 editorial sections • Personalisation • Live market data • Offline reading • Embedded multimedia • Breaking News push alerts BLN March 2012
  • 23. Premiership video highlights • Video highlights of all Barclays Premiership matches •Available from 4.55pm on Saturdays •Shown as live for Sunday & Weekday matches BLN March 2012
  • 24. Growth and ‘joining up’ Mobile Apps Digital Pack Print Pack BLN March 2012
  • 25. Proven success – New York Times  300,000 digital subscribers  Increase in print subscriptions  Retained advertising revenue BLN March 2012
  • 26. Growth and ‘joining up’ Mobile Apps Digital Pack Print Pack Additional content added throughout 2012 to keep product fresh and re-marketable Weekend supplements? BLN March 2012
  • 27. Olympics on iPad BLN March 2012
  • 29. Target by… Network operator Handset Time of day Day of week BLN March 2012
  • 30. New formats find your nearest BLN March 2012
  • 31. New formats slide show BLN March 2012
  • 32. New formats video banner BLN March 2012
  • 33. New landscape, new devices, new formats… what else do we need to consider? BLN March 2012
  • 34. Measurement Need for clear and transparent measurement Active users How many? For how long? Dwell times What did they do? Engagement BLN March 2012
  • 35. Increasing interaction…and making money from mobile 1. Mobile payments 2. Quick Response (QR) Codes / Digital Watermarking 3. Augmented Reality (AR) 4. Location-based services 5. Mobile Social 6. SMS / Text messaging BLN March 2012
  • 36. Mobile payments $670bn • Take over from credit cards? • NFC (Barclaycard/Oyster/Pingit) • In-app Purchase (Bjork) $240bn • QR/2D bar codes, mobile POS, and SMS transactions • Apple, Amazon , Google and eBay • Paypal claim… • Trust/building confidence/UE is key! 2011 2015 Source: eMarketer, 2011 MOBILE MASTERCLASS H1 2012
  • 38. Olympics Samsung and Visa “Paywave” 3000 wireless payment terminals across venues £15 max. Above…passcode required Balance check/transaction history Google Wallet only US. Will they follow suit? BLN March 2012
  • 41. Augmented reality BLN March 2012
  • 43. The Era of Consumer Choice/Voice Telegraph app 2012 MOBILE MASTERCLASS H1 2012
  • 44. Ultimately… of mobile networks & of Virtual and data services physical payments convergence of physical, of mobile and augmented and online virtual reality platforms BLN March 2012
  • 45. Key lessons 1. Thinking about ourfuture audiences & where they’ll be. 2. Remembering it’s a new space for everyone. No panacea. 3. Not just about making money. 4. Have mobile strategies! Tailored. Build in experiments. 5. Dominate our markets withrelevant mobile services/apps. 6. Focus on mobile optimisation of all content in our ecosystems. 7. Make our audiences feel important and entertain them when possible BLN March 2012
  • 46. The mobile opportunity New, New Database modern dimension way Revenue Content Enhance Rejuvenate stream distributor BLN March 2012
  • 47. Know your audiences BLN March 2012
  • 48. The Telegraph Family Luxurious, complete, older NEWSPAPER demographic (weekday), lifestyle (weekend) SMARTPHONE Breaking news, utility or fun Highly curated, once-a-day, TABLET aimed at time-poor, younger demographic Search-driven; archive and multi- WEB media BLN March 2012
  • 49. Future of Newspapers? • Traditional media is driving the agenda for the reinvention of the news industry • Print remains an important part of the mix • Mobile is an integral part of that future • The Telegraph is committed to a world class, multi-platform, multi-channel future. • Commitment to advertisers and readers into the new future! BLN March 2012
  • 50. Thanks for listening! Making it Mobile @ The Telegraph Mark Challinor, Director of Mobile, Telegraph Media Group BLN March 2012 Twitter: @Challinor