Mark Challinor, Director of Mobile at Telegraph Media Group, discusses the mobile landscape and opportunities for mobile in 2012. The mobile market has changed dramatically from 2007 to 2012, with touchscreens, faster speeds, and the rise of apps and social media on mobile devices. The Telegraph has launched apps and optimized its content for mobile, seeing success on iPad with 40 pages per visit and 16 minutes spent on average. Challinor advocates for clear mobile strategies tailored for different platforms and audiences to dominate markets and enhance the customer experience across a company's ecosystems.
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
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
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
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
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
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
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
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
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