joris van heukelom

Mobile publishing and beyond

Mobile internet usage has reached critical mass in the Netherlands

Mobile internet usage has reached critical mass in the Netherlands

source: PWC, 2009

More than 6 mln Dutch mobile internet subscribers

NU.nl delivering >60 mln pageviews per month on mobile devices

Mobile vs. online usage over time – illustration NU.nl

Mobile media offerunique marketing

opportunities

Mobile media offerunique marketing

opportunities

Key benefits of mobile marketing

• Mobile is most personal mass medium• Permanently connected and always carried• Available at creative and commercial impuls• Most accurate audience info to target• Captures local and social context• Integrates with online & offline (barcodes, AR)• Click to call• Built-in payment channel

Sanoma is increasing the investments in

‘mobile’ media

Sanoma is increasing the investments in

‘mobile’ media

Directories: Startpagina & HIER.nl

Mobile web Mobile apps

PREVIEW!PREVIEW!

Comparison: Kieskeurig.nl

Mobile web iPhone app (Q2 2010)

PREVIEW!PREVIEW!PREVIEW!PREVIEW!

Automotive: Autoweek & Autotrader

Mobile web Mobile apps iPad app(Q3 2010)

Ca.100,000 downloads (combined)

Ca.100,000 downloads (combined)

Sport: NUsport / Sportweek

Mobile web iPhone app(Q2 2010)

PREVIEW!PREVIEW!

Women : Viva

Mobile web iPhone app(Q3 2010)

iPad app(Q3 2010)

Ca. 1 mln pageviews/

mnth

Ca. 1 mln pageviews/

mnth

PEAR

BANANA

GRAPEFRUIT

APPLE

Google HTC

MSI Tablet (concept)

HP slate

source: MorganStanley, 2009

source: MorganStanley, 2009

6

0,154

11% 2% 49%

Global Units shipment share..

6 4 0,15

mobile pageviewshare/shipment …

So our journey began ...

.. with a typical digital question

A. Try to match a Magazine experience

B. Make it broadly applicable towards magazines

C. Highly automated

D. Make sure that it can be rolled out towards numerous digital publishing devices

informationstructurehead

lead image

intro

image 1, 2 en 3

image 4

image 5

text 1

text 2

text 3 text 4

Subhead 1

Subhead 2

Subhead 3

Quote

Easy translated..head

leading-image

Introduction image

1, 2 en 3

image 4

image 5

Text 1

Text 2

Text 3

Text 4

Subhead 1Subhead 2Subhead 3

Quote

?

A journey with …

unprejudiced optimistic

explorative methodological

puberal enthusiasm..

Some learnings gathered on our journey

compared to a touch, clicking is boring…

a magazine is not a book

…. a Magazine on Tablet is more

than a private journey

The old medium is NOTThe new medium

provide plenty ofstarting points…

… sound is an option, never default

… as in Magazines, the rule of the inverted

pyramid … > start with the

conclusion

… don’t overestimate current

brands

success doesn’t equals ‘read all’time spend does …

demo

THX