1. Our Mobile Internet experience
Last update - 26/11/2010
Rossel
Advertising

2. Source:TijsVrolix presentation

3. Intro
Why ? 2010: year of the mobile web
DEVICE NETWORK DATA PLAN ADVERTISING

4. The growth of mobile

5.  Mobile Internet
 Browsing
 Applications
 E-Tablets
 Mobile challenges
Agenda

6. 1. Mobile Internet
Device
Penetration
Operating system (OS)
Data Connexion
Profile

7. Rossel Mobile Galaxy

8. Manufacturer
(Company)
OS
(Operating System)
(Software)
Mobile
Website
Application
Mobile
Content
Browser
App. stores
Data
Connexion
(Hardware)
User’s device
OrWiFi
Mobile Internet eco-system

9. Mobile Internet
Device (mobile phone)
Worldwide MobileTerminal Sales to End Users in 3Q10 (Thousands of units)
Source: Gartner, 10/11/2010
Company 3Q10 units 3Q10
Market
Share (%)
3Q09
units
2009
Market
Share (%)
Nokia 117,461.0 28.2 113,466.2 36.7
Samsung 71,671.8 17.2 60,627.7 19.6
LG 27,478.7 6.6 31,901.4 10.3
Apple 13,484.4 3.2 7,040.4 2.3
Research In Motion 11,908.3 2.9 8,522.7 2.8
Sony Ericsson 10,346.5 2.5 13,409.5 4.3
Motorola 8,961.4 2.1 13,912.8 4.5
HTC 6,494.3 1.6 2,659.5 0.9
ZTE 6,003.6 1.4 4,143.7 1.3
Huawei Technologies 5,478.1 1.3 3,339.7 1.1
Others 137,797.6 33.0 49,871.1 16.1
Total 417,085.7 100.0 308,894.7 100.0

10. Mobile Internet
Device (smartphone)
Worldwide Smartphone Sales to End Users by Operating System in 3Q10 (Thousands of
Units)
Source: Gartner, 10/11/2010
Company 3Q10 units 3Q10
Market
Share (%)
3Q09
units
2009
Market
Share (%)
Symbian 29,480.1 36.6 18,314.8 44.6
Android 20,500.0 25.5 1,424.5 3.5
iOS 13,484.4 16.7 7,040.4 17.1
Research In Motion 11,908.3 14.8 8,522.7 20.7
Microsoft Windows
Mobile
2,247.9 2.8 3,259.9 7.9
Linux 1,697.1 2.1 1,918.5 4.7
Other OS 1,214.8 1.5 612.5 1.5
Total 80,532.6 100.0 41,093.3 100.0

11. Mobile Internet
Device
Source: admob – May 2010
 Apple= 30% (ww)VS 62% (WE) based on ad requests

12. Mobile Internet
Operating System (OS)
 90% ofWW smartphone requests= iOS, Android & Symbian
 iOS = 73% in western Europe
Source: admob – May 2010

13. Mobile Internet
Device
 6.300.000 handsets <=2,5G
 2.300.000 handsets >3G
 Feature phone vs smartphone
 SOM Smartphones = 16%**
 1.200.000 smartphones ***
Source: Forrester research mobile adoption and sales forecast, 7/09 (western europe),
**GFK, 06/2010 - ***IDC via digimedia , 23/11

14. Mobile Internet
Operating System (OS)
74.04%
10.74%
5.36%
4.69%
2.90%
2.28%
OS Market - Belgium - May 20010
iOS
SymbianOS
Blackberry
Android
Windows
Others
Source: * Semetis, 19/08/2010,

15. Mobile Internet
Penetration
 Oct 2010: mobile= 1,23%*of
Internet visits (vs 0,73% in
May 2010)
 15,6%** - 1.300.000 users
Source: * Semetis, 10/112010,
**Forrester research mobile adoption and sales forecast, 7/09 (western europe)

16. Mobile Internet
Data connexion
 GPRS – 2G
 EDGE – 2,5G
 UMTS – 3G
 HSDPA – 3,5 G
 Data plan penetration:
7,9%* - 700.000 users
10%** (june 2010)
Source: **Forrester research mobile adoption and sales forecast, 7/09 (western europe)
** Internal (handset makers)

17. Mobile Internet
Profile
Source: Orange / Ipsos – etude exposure europe
Killing time
3 NEEDS
TOTAKE INTO
ACCOUNT
Control space
No wasting time
25-40
- 25
+ 40

18.  68% of the mobile Internet users (20 -35 yo) use Mobile Internet every day
48% don’t consider themselves such as trend setters
 Mobile doesn’t change their life but it simplifies it !
12-39 yo, high social classes and think and believe in new technologies because it allows them
to gain time
 Biggest activities :
 Search engine : 75%
 mail : 74%
Social network : 65%
Source : MEC Mobile study | May 2010
Watching video : 61%
 News sites : 61%
 Entertainment sites : 57%
 Local info : 55%
Mobile Internet
Profile

19. What can you do with 1 MB on
your mobile ?
 web pages
 0r emails
Flash QUIZ
50
100

20. Concerning Le Soir, most of the
traffic comes from:
Browsing mobile website
or
iPhone Application
432.000 (mobile websites)
VS
340.000 (iPhone)*
Flash QUIZ
Source: *adtech, sept 2010

21. 2. Browsing Mobile
Internet
Definition
Same ecosystem
Display advertising formats
Browsing Mobile Internet
Next steps

22. Fresh news from
(London, 29/09)
 Graham Darracott, MD at Digital Architect :
– « Mobile search on Google has increased 5 times over the past two years”
– «There has been 600% growth in visits to mobile websites in the last 12 months”
 Jason Barrett (Unanimis) :
– « contrary to popular perception, the majority of mobile traffic comes from when the
user is at home”
 EUROPE: Mmbil e media users prefer browsers to apps
– UK : 70%,
– France: 68% …*
*A study by TNS for Orange across Europe

23. Browsing Mobile Internet
Definition
 Mobile website = running on the BROWSER of a DEVICE using STANDARD
INTERNET TECHNOLOGY (HTML) than can be accessed via a DATA
CONNECTION
 Advantages:
 reach !
 single URL (NO installation)
 listed in Google
 content freedom (NO approval process)

24. Browsing Mobile Internet
Same ecosystem than online
ONLINE
MOBILE
Media Agency
Creative Agency
Sales House Adserver Websites
Media Agency
Creative Agency
Sales House Adserver
mobileWebsites
Saleshouses
Affiliation plateforms
Run of networks & blind
Unsold inventory
Database brokers
Applications

25. Browsing Mobile Internet
Display advertising formats

26. Browsing Mobile Internet

27. Try to Link !
 Nokia
 Samsung
 HTC
 RIM
 Apple
 LG
 Sony Ericsson
 Motorola
 Palm
Flash QUIZ

28. Browsing Mobile Internet
m.lesoir.be + i.lesoir.be
i(phone).lesoir.be  iPhone,iTouch,
iPad
= +
m.lesoir.be  other devices (Nokia, Blackberry…)
 +/- 410.000 impressions per month on m.lesoir.be & i.lesoir.be
 Adapted content from the web to the Mobile
 Average of 27.500 monthly unique visitors
 Average of 3 pages per visit

29. Browsing Mobile Internet
m.lesoir.be
Others
Source:Google analytics |June 2010

30. Browsing Mobile Internet
June vs september

31. Browsing Mobile Internet
Operator’s portals activation

32. Browsing Mobile Internet
Hardware activation : Samsung widgets
Results*: 100% mobile
traffic’s increase on
samsung devices (6
months)
* Source: google analytics

33. Browsing Mobile Internet
Appstore activation : Nokia ovistore

34. Browsing Mobile Internet
Results
 Keytrade, ING, Citroën, Dexia, 20thFox, Axa
 Average CTR for the global campaign : 0,70%

35.  Audit  Traffic optimization : redirection, device
identification
 Database recruitment
 Ergonomy
 Boost traffic: Mobistar “Wake UpYour mobile & pc”
 Continuous R&D
Browsing Mobile Internet
Next steps

36. 3. (Native)
Applications
3.1 General
3.2 iPhone
3.3 Android

37. 3.1. Applications
General

38. AN APPLICATION = PROGRAM created for a specific mobile platform
which must be INSTALLED  constructor approval
Advantages:
 make a game
 sell your services
 have hardware interaction (digital compass, camera, agenda…)
 be listed in the iTunes Appstore (or other App markets)
Applications
Definition

39.  Nokia
 Samsung
 Palm
 RIM
 Apple
 Google
 Microsoft
 iTunes
 Ovi store
 Android Market
Widget store
 AppWorld
 App catalog
 Market place
Flash QUIZ
Try to Link !

40. Applications
Application’s stores
Source: Journaldugeek
Source: Businessinsider, http://read.bi/cNOUzb , 25/10/2010
 Ovistore (Nokia): 27.000

41.  Nokia has most paid apps
 Android largest share free apps
FREEVS PAID
PRICES
Applications
Application stores
Source: Distimo

42. 3.2. Applications
Le Soir iPhone application

43. Applications
The app store economy
• July 10, 2008: iTunes App
Store launch
• 275 000 apps (oct 2010)
• 6 500 000 000 downloads
(sept 2010)
• 40 apps/user (sept 2010)
• 75% free
• 2,62 € price
Source:TijsVroloks presentation,

44.  The iPhone= 4% of the EU5 mobile market
(UK, France, Germany, Spain and Italy)
 The iPhone= 18% of the overall EU5
smartphone market.
Applications
iPhone Market
Source: Comscore via Mobie marketer, 26/06/2010)

45. Applications
iPhone Market
 SOM phones+ smartphones: iPhone= 2%*
 385.000 iPhones in Belgium**
 iPhone = 47% of mobile traffic in october (vs 60%
in january 20010)***
Sources: *GFK - 06/2010, **Fnac -July 2010, Proximus - 06/2010, ***semetis – 10/11/2010

46.  94% of iPhone owners use mobile media.
 Male with a majority of 18-44 yo
Applications
iPhone users Profile
Source: Comscore via Mobile marketer, 26/06/2010)

47. Applications
iPhone users profile
 50% of iPhone users regularly
download 1 or more apps a month
 Users spend roughly $9 a month and download 5 paid apps per month
Source: Admob | May 2010

48. Applications
Le Soir iPhone app
 Launch :V1 | January 2010
 Strategy : free application
Why ?
- build ad inventory (Like Le Monde & Lagardère)
- up sell (paying content) ( Like De Standard)
Timing:
- 1 month for conception and needs analysis
- 2 months for development (Apple approval)

49. The Launch ! V1
 Buzz on Belgium iPhone.be (12.000 UV/day)
 Exclusive mini site on lesoir.be
 Media campaign on Le Soir, lesoir.be and all websites of Rossel’s group.
 PR campaign (press release & communication in our brands)
 Social networks (Facebook &Twitter)
 Keytrade : our launch partner & sponsor for the 3 first months
Applications
Le Soir iPhone app

50. 62% 60%
46%
20% 19%
10%
13%
0%
10%
20%
30%
40%
50%
60%
70%
Searching for a specific
type of app
Browsing through top
app store rankings
WOM See ads while using
other apps
Press/news articles or
blogs
A brand I know
introduces an app and
reaches out to me
Other
HOW DO IPHONE USERS DISCOVER APPS ?
 How do you discover the apps you decide to download ?
Applications
Le Soir iPhone app

51. Version 2.0 (start 26 March 2010)
 paying newspaper of the day (0,79€)
Text new & PDF
 Cover flow : turn page of newspaper in cover flow mode
Applications
Le Soir iPhone app

52. Applications
Le Soir iPhone app: key figures
 Average CTR : 1 %
 46.113 downloads (80% Be)
 46.055 updates
 1.797 daily newspapers sold ( conversion= 4% )
 382.731 imps/month (sept 2010)
 Alaune > Sport > Culture > Autres
Source: interne, septembre 2010

53. Applications
Le Soir iPhone app: Formats

54. Applications
Le Soir iPhone app: Formats

55. Applications
Le Soir | Results EXKI
 Period : 24/05– 6/06
 Impressions :
- 120.440 (splash)
- 140.791 (floorad)
 Clicks: 2.810
 CTR: 2% !!!
 Downloads BE: 1.691
 Conversion rate : 60% !!!

56.  Appli LeSoir Symbian 3 ?
 Appli Bada Le Soir (Samsung) ?
 Rossel Mobile survey
Applications
Next steps

57. Which Operating system has the
fastest growth ?
 Blackberry OS
 i OS
Android
 Symbian
Windows mobile
Flash QUIZ

58. 3.2. Applications
Le SoirAndroid application

59.  More than 50 android
devices
 HTC, Motorola, Samsung
 WW: 160.000 androids
devices activated per day
(5.000.000 per month )
Applications
Android Market
Source: Juniper research, 2010

60.  11. 209 Android devices in Belgium*
 9% of mobile visits in oct 2010
(vs 3% in March 2010)**
Source: *AdMob Network, April 2010
**Semetis, 10/11/2010
iPhone iPod touch iPad iPhone OS Total
Worldwide 27.411.081 13.056.019 294.653 40.761.753
Belgium 100.711 51.585 894 153.190
Android
Worldwide 11.566.140
Belgium 11.209
Applications
Android Market

61.  Appli Lesoir Android
 Launch: April 2010
 Development costs : very high due to the multiple devices !
“In May 2010, 14 devices generated 92% of Android traffic,compared to one device a year ago”*
 Number of downloads : 5.219 (20/10/2010)**
Nb of imps per month : 71.500 (sept 2010)**
Source : * Admob, may 2010 - **Adtech
Applications
Le Soir Android app

62. Applications
Le Soir Android
Ping-ping partnership

63. Applications
Le Soir Android app

64.  Boost traffic
 Other brands ?
 Android tablets ?
Source: AdMob Network, April 2010
Applications
Le Soir Android app | Next steps

65. 4. E-Tablets
General
iPad

66. E-Tablets
Definition
 Tablet,Tablet pc, E-Tablet: handled computing device

67. E-Tablets
iPad Definition
 E-tablet launch by Apple the 27 of January 2010
 Dimensions : 24 x 19 x 1,3 cm
 Weight : 680 g (WiFi), 730 g (3G)
 Screen : 9.7-inch LED
 Processor: SoC Apple à 1 GHz
 Memory : 16, 32 ou 64 Go
 OS : iPhone OS
 4.200.000 sales (october 2010)
 Forecast: 20 to 30.000.000 sales in 2011

68. E-Tablets
iPad Market
22 june: Apple Sells 3.000.000 iPads
in 80 Days*
Source : http://tech.fortune.cnn.com , 5/10/2010

69. E-Tablets
iPad Market
 +/- 45.000 iPads
(estimated)
 30 % of mobile Internet
visits in october 2010 *
(vs 1.87% in April)
Source: *Semetis (10/11/2010)

70. E-Tablets
iPad user profile
Source : Online survey was fielded in August to more than 500 adult iPad owners by re-contacting them after being
identified by screening the NPD Opt in Online panel., http://www.npd.com/press/releases/press_101001.html ,
* Survey on GQ, Vanity Fair, Wired and Glamour readers, http://paidcontent.org , 12/10
 Nearly 90% Percent of Initial iPad Sales are Incremental and not Cannibalizing the PC Market
 iPad owners are significantly more likely to own Apple products and newer technologies, such as e-readers
and smartphones.
 "Early adopters, like iPad owners, follow a traditional pattern of consumer behavior; they purchase
products because they want them, not because they need them,“
 the profile of an iPad owner is much more likely to mirror the overall tech population.
 Satisfaction : 80% (early adopters) vs 65% (after 2 months launch) -- > USB – Printing – Multitasking
 45 min vs 160 Min : iPad and iPhone readers seem to spend more time with the digital replicas in
comparison to the print versions *

71. E-Tablets
iPad user profile
(Rossel mobile survey exclusivity)
Source : Rossel mobile survey oct
 143 iPad owners (883 participants)
 Men= 92 %
 post-university: 15%
 Not only geeks: IT (20 %), Media (17 %), Finance (10 %),
Internet: (7 %)

72. 49%
43%
54%
47%
45%
54%
51%
48%
47%
30%
35%
26%
33%
33%
26%
26%
32%
35%
16%
16%
17%
15%
18%
15%
18%
17%
14%
4%
6%
3%
5%
4%
5%
5%
4%
4%
Population(15-74)
Men
Women
15-29
30-49
50 +
Secondarylow
Secondaryhigh
Highschool, university…
nothing will never replace the
paper - reading
daily press will be saved thanks
to mobiles, tablets (ipad)
daily press replaced by news
webwites
daily press is old-fashion
Source : Online survey Deepblue & iVox, 3.577 interviews, field: end of May 2010, context « 20 years old in 2010 » presentation
E-Tablets
iPad | Perception of
Newspaper’s future
 1 out of 2 are attached to the paper-reading
With no significant differences between ages … even for the youngest

73. E-Tablets
Launch | Le Soir iPad app
20/06 : LaunchV1.0
 30/06:
• 1.703 paying downloads although iPad still not
available in Belgium !
• 80% of buying in the Belgian appstore
• 155 daily editions sold (+/- 10% conversion)
15/07 :V1.1 (offline usage)

74.  Web approach
1,59 €
+
 Print approach
0,79€ / day  6€ monthly subscription
E-Tablets
Business Model | Le Soir iPad app

75.  75.000 Imps / month - (september)
Average CTR : 8%
 6.482 downloads (85% Be)
 1.388 updates
 1.361 daily newspapers sold ( conversion= 21% )
 566 monthly subscriptions sold (conversion=
9%)
 rem: free effect (downloads – conversion)
E-Tablets
Key figures | Le Soir iPad app
Source: internal, 8/10/2010

76.  1) Splash Page at the opening of the application (3 or 4 seconds)
3 formats for the sponsor :
Splash Page
E-Tablets
Ad formats | Le Soir iPad app

77. Floor ad
Vertical right
 2 formats
 Floor ad
Vertical right
E-Tablets
Ad formats | Le Soir iPad app

78. 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Series1 2,89 1,35 682 475 512 617 1,67 4,17 5,30 4,86 3,87 3,32 3,51 3,35 3,14 3,13 3,25 3,83 4,81 5,32 5,27 5,92 6,58 5,48
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
5,500
6,000
6,500
7,000
Source: Adtech, 1/07 – 31/08
E-Tablets
Le Soir iPad app
Evening reading on a sofa

79. E-Tablets
iPad | A device for a weekend?
0
500
1,000
1,500
2,000
2,500
3,000
3,500
Wednesday,
September
1,
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Thursday,
September
2,
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Saturday,
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Monday,
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Tuesday,
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Wednesday,
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Thursday,
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Friday,
September
10,
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Saturday,
September
11,
2010
Sunday,
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12,
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Monday,
September
13,
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Tuesday,
September
14,
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Wednesday,
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15,
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Thursday,
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Friday,
September
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Saturday,
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Sunday,
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Monday,
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Tuesday,
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Wednesday,
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Thursday,
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Friday,
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Saturday,
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Sunday,
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Monday,
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Tuesday,
September
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Wednesday,
September
29,
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Thursday,
September
30,
2010
Impressions
Imps with Defaults
Source: adtech, septembre 2010

80.  BoostTraffic: iPad app for free
during september !
 New Advertising formats (interactivity)?
New Content (video, wave, pdf, etc…) ?
Other tablets development (Android ???)
Ad formats creation ?
 Buying ? online ? Print ?
 Measurements ?
 Complementarity print + tablet ?
E-Tablets
Next steps

81. 5. Mobile Challenges

82.  Analytics  measure & authentify (cim mobile taskforce)
 Standardization  formats & offers (sales house association)
 Trafficking  specialized adserver ?
 Synergy between Data Providers , device makers & content providers:
Mobistar “wake up…”, Samsung Bada…
 Data plans  unlimited ???
 M commerce & geolocation Marie-Claire , Foursquare
Mobile Challenges

83. Audience authentification

84. Fresh news from Mobile Squared
2010 (London, 29/09)
 Trend 1: UTILITY !
– Examples:The new electric scooter concept from Smart

85. Fresh news from Mobile Squared
2010 (London, 29/09)
 Trend 2: VALUE!
 Jonathan MacDonald, co-founder of this
fluid world:
– “people will only pay for what they value, and
challenged brands to think about how they can
become more valuable to people”

86. See you at the next session about
creativity in Mobile ?
Thank you
for your
attention.

87. Annexes

88. Business models

89. 3GVS WiFi
 24% of traffic in the US came overWiFi in May 2010
 60% of US traffic came fromWiFi capable devices
The iPhone is used more onWiFi than other smartphones

90. Devices

92. Data plans in Belgium

93. Data plans in Belgium

94. Data plans in Belgium

95. How does it works ?
Source : cnet /Washington post

96. Applications

97. Applications
Market (WW)
Source: www.research2guidance.com, 19/08/2010

98. iPhone application
Market (EU5)
 SOM (mobile market): Nokia’s Symbian
(15%), Apple (4%), Microsoft’sWindows
Mobile (3%), RIM’s BlackBerry (2%), Google’s
Android (1%).
 The iPhone= 4% of the EU5 mobile market
(UK, France, Germany, Spain and Italy)
 The iPhone= 18% of the overall EU5
smartphone market. (Source:Comscore via Mobie marketer, 26/06/2010)

99. Q1:What’s the of Rossel’s
mobile advertising revenues from 2009
to 2010 ?
 50%
 100%
 500 %
Flash QUIZ

100. Fresh news from Mobile Squared
2010 (London, 29/09)
 5 billion subscribers globally
 1 billion of these are 3g subscribers
 By 2014 it is predicted there will be 2.8 billion
3g subscriptions
 60% of mobile phones users in the EU will be
on smart phones next year
 In 2014 70% of Europe will be on 3g
 Android growth 763%
Source: Joe Barret, Qualcom’senior Strategic Director, 29/09/2010

101. E-Tablets
iPad user profile
 Less personal than
smartphones

102. E-Tablets
iPad user profile
 News

103. E-Tablets
iPad user profile

104. E-Tablets
iPad user profile

105. E-Tablets
iPad user profile