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14.07.2011 Track 3 Fokus Publisher Best Practices Rebecca McPheters, McPheters & Company

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14.07.2011 Track 3 Fokus Publisher Best Practices Rebecca McPheters, McPheters & Company

  1. 1. iMonitor™ Trends & Best Practices July, 2011 Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company
  2. 2. Background • iMonitor™ was launched in June 2010 to allow publishers and agencies to share the cost of thoroughly monitoring developments in tablet apps. • iMonitor uses more than 100 variables to track iPad apps for: — All magazines released globally — National newspapers in English-speaking and Western European countries — Other news apps which compete with newspapers and magazines — Companion apps • We also track which other platforms these publishers are using, as well as pricing across all platforms Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company
  3. 3. •  Each app is subjected to rigorous evaluation and rated on a 5-point scale for: —  Design —  Functionality —  Media —  Advertising, if applicable (15% have no ads) •  We roll the first 3 into the iMonitor™ App Rating •  As of today, we have evaluated more than 2200 apps – most more than once. B • iMo age in t Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company • iMo — A —
  4. 4. Growth in Publication-Related iPad Apps Continues to Accelerate iMonitor™ Reported Apps 2500 2000 1500 1000 500 0 B Customer Trade Consumer • iMo age in t Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company • iMo — A —
  5. 5. It Is Still Very Early… •  Tablet adoption •  App development •  Publishers entry into marketplace •  Subscription availability •  App marketing Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company
  6. 6. The U.S. Market By 2015, the number of tablet users in the U.S. will be almost 7 times current levels. ()*+,-$.)+,/$ ()*+,-$./,0/$ )"% ,)#)% +"#!% *"% +)#)% *'#&% '*#*% ,"% *)#)% +"% ')#)% ()#*% ("% ''% ()#)% '&#$% $)#*% '"% $(#!% $)#)% &'% $"% &'#!% &)#)% &"% ")#)% !"#$% !"#$% !"% !)#)% "% )#)% !"#"$ !"##$ !"#!$ !"#%$ !"#&$ !"#'$ !"#"$ !"##$ !"#!$ !"#%$ !"#&$ !"#'$ Source: Forrester; McPheters & Company estimate of users in 2010 & 2011. Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company
  7. 7. The Importance Of Being Apple •  Apple is expected to retain a 60-70% share of tablet sales through 2012 •  To date, competitors to the iPad have failed to get substantial traction •  According to Laptop Magazine, a recent survey of tech-savvy consumers indicated: — 20% already have an iPad — 20% more expect to purchase an iPad — 7% expect to purchase another tablet — 53% don’t (yet) want a tablet Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company
  8. 8. Apple dominates the app marketplace, providing yet another reason for consumers to prefer the iPad. While Android is growing rapidly, the same is not true of Android apps developed specifically for tablets. #  of  Apps  Available 350,000 333,214 300,000 250,000 206,143 200,000 150,000 100,000 100,000 50,000 29,920 26,771 11,731 170 0 Apple:  iPhone Apple:    iPad Android Android  Honeycomb Ovi Blackberry Windows  7 Source: Distimo; The Apple Blog Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company
  9. 9. •  Not surprisingly, the evolution in the experience these apps provide consumers since the iPad’s introduction has been enormous. •  Nonetheless, we still find that 40% have significant glitches that negatively affect the user experience. —  Download issues —  Crashes —  Failed links —  Faulty video —  Difficult page turns Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company
  10. 10. Europe Accounts For 45% Of All Apps Tracked. Source: iMonitor 5/31 Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company
  11. 11. In Europe The Largest Number Of Apps Come From The UK, Italy, Germany And The Netherlands. Source: iMonitor 5/31 Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company
  12. 12. Many Major Publishers Are Still On The Sidelines •  Most major publishing houses have produced apps for only a few of their publications. •  In the US, half of major publications have produced no apps at all, and only 40% have produced apps for the iPad. Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company
  13. 13. Publications Outside of the U.S. Are More Likely to Monetize Content Revenue Model 90% 76% 79% 80% 70% 67% 60% 50% 51% 50% 50% 43% 39% 40% 35% 33% 30% 20% 15% 14% 10% 10% 7% 5% 5% 6% 7% 5% 3% 0% 0% 0% 0% 0% Consumer + Ad Consumer Only Ad Only Neither U.S. Magazines International Magazines U.S. Newspapers International Newspapers Other U.S. News Apps Other International News Apps Source: iMonitor 5/31 Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company
  14. 14. Most Apps Derive Their Consumer Revenue From Sales Of Individual Issues. Newspapers Are More Likely To Derive Consumer Revenues From Apps And Subscriptions. Consumer Revenue 100% 90% 82% 80% 68% 68% 70% 60% 55% 47% 47% 50% 44% 43% 43% 40% 36% 31% 27% 29% 26% 30% 18% 20% 20% 14% 11% 9% 7% 7%6% 6%7% 7% 10% 0% 0%0% 0% 0% 0%0% 0%0% 0%0% 0% Any App + Internal App Only Internal Only Issue Sub U.S. Magazines International Magazines U.S. Newspapers International Newspapers Other U.S. News Apps Other International News Apps Source: iMonitor 5/31 Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company
  15. 15. Typically, Magazine Apps Are Free–While Publishers Charge For Issues. Distribution of Prices, All Magazines 100% 90% 77% 80% 70% 60% 50% 40% 30% 30% 26% 20% 7% 8% 9% 10% 5% 7% 4% 7% 6% 3% 1% 1% 3% 1% 4% 0% 0% Free $0.99 $1.99 $2.99 $3.99 $4.99 $5.99 >$5.99 NA App Issue Source: iMonitor 5/31 Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company
  16. 16. What We Refer To As A Print Advertising Model Is Dominant For Most Publication Types Ad Model 90% 86% 86% 78% 77% 80% 70% 67% 62% 60% 50% 50% 44% 38% 40% 33% 29% 29% 26% 30% 21% 21% 20% 15% 14% 14% 10% 7% 9% 9% 8% 10% 5% 4% 4% 0% 0% 0% 0% 0% None Print Premium Sponsored Any Other U.S. Magazines International Magazines U.S. Newspapers International Newspapers Other U.S. News Apps Other International News Apps Source: iMonitor 5/31 Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company
  17. 17. Links Are The Most Common Form Of Ad Enhancements. Ad Enhancements 100% 100% 100% 90% 83% 80% 75% 69% 70% 60% 54% 48% 46% 50% 42% 41% 38% 38% 40% 29% 30% 25% 25% 25% 25% 18% 21% 18% 16%17% 20% 16% 15% 15% 11%11% 12% 8% 8% 6% 6% 10% 6% 4% 2% 0% 0% 0% 0% 0% 0% 0% 0% None Web Links Video Transactional Social Media Interactivity Any Other Capabilities U.S. Magazines International Magazines U.S. Newspapers International Newspapers Other U.S. News Apps Other International News Apps Source: iMonitor 5/31 Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company
  18. 18. WHAT MAKES A GREAT APP? Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company
  19. 19. A Great App Provides A Significantly Enhanced Experience WELL DESIGNED •  Has features which make it easy to navigate app, issue, sections (newspapers), and articles •  Optimized for orientation •  Extra points awarded for — Subscriptions — Unique features such as: •  Shopping Lists •  The Daily’s article shuffle Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company
  20. 20. A Great App Provides A Significantly Enhanced Experience HIGHLY FUNCTIONAL • Driven by adherence to evolving set of best practices related to time and resource conservation — Reasonable download time — In-app purchase — Navigation guide — Internal browser — Resumable download and reading — Ability to delete issues • Points added for unique features such as — Macumag: Adjust screen brightness within app — Sunday Times of London: Download and delete by section — Quattroruote: Navigation guide overlaid on page • Points deducted for replicable malfunctions Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company
  21. 21. A Great App Provides A Significantly Enhanced Experience LOTS OF RICH MEDIA CONTENT • Points added for various types of features (links, audio, video, animation, social media, live newsfeeds, localization, interactivity, transactional capabilities) • Points added for unique media features — EPICURIOUS RECIPES & SHOPPING LIST: Create shopping list for multiple recipes — EVERYDAY FOOD: Send recipes via text message — GEO MAG N°4: speak a country's name to bring up photo gallery — NY POST: Design your own cover for the day’s newspaper Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company
  22. 22. When We Apply Our Criteria To Apps In This Market, The Standouts Are: Best Consumer Apps App Country Publisher Developer iMonitor App Rating CHIP Germany Hubert Media Adobe 14.0 DIE WELT Germany Axel Springer AG Unidentified 14.0 ZEIT ONLINE Germany Holtzbrinck Adesso 14.0 plus Publishing Group News Magazin Austria Gruner + Jahr 13.5 Weekend Austria Mediengruppe Adobe 13.5 Magazin Lengauer + Partner Frankfurter Germany Mediengruppe M. WoodWing 13.5 Rundschau DuMont Schauberg GmbH & Co. KG Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company
  23. 23. Key Drivers Of Consumer Traction • Quality matters • Less to do with circulation and more with audience characteristics • Availability of subscriptions • Issue/update frequency Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company
  24. 24. Development Partners Large Multi-Publisher Developers Top Range # of Avg. App Avg. Design Avg. Avg. Media Apps Rating Rating Function Rating Rating Woodwing 142 11.1 3.9 4.3 3.0 Adobe 177 10.6 3.6 4.2 2.8 Texterity Inc. 82 8.8 3.4 3.6 1.8 BlueToad, Inc. 71 8.6 3.0 4.6 1.1 Pixelmags 135 8.0 2.9 4.0 1.0 Pocketmags 216 7.8 3.0 3.8 .9 Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company
  25. 25. However, Having A Good Development Partner Doesn’t Ensure Great Results. Minimum & Maximum Ratings By Developer 15.0 14.5 14.5 12.0 11.0 11.0 9.5 9.5 9.0 7.5 7.0 6.0 6.0 6.0 5.0 5.0 3.0 0.0 Woodwing Adobe Texterity Inc. BlueToad, Inc. Pixelmags Pocketmags Min App Rating Max App Rating Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company
  26. 26. It Is Still Very Early… •  Tablet adoption •  App development •  Publishers entry into marketplace •  Subscription availability •  App marketing Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company
  27. 27. THE END Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company

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