news roadmap 20090120 a

January 22, 2009CBS News Mobile Roadmap

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A Look at What We Do Today

• Mobile Web

• Mobile Video

• MMS Alerts

• CBS Eye Mobile

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CBS News Mobile Web

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Month Over Month Growth

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•3X Growth in pages and uniques in 2008

•Optimized for iPhone and all devices

•Now sold with the News group @ CNET

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CBS News Mobile Web On Deck

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53 million subscribers

71 million subscribers

13 million subscribers

Source: RCR Wireless News

CBS News Mobile Video

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Off Deck Video Usage Grows

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•Partnered with Transpera, which also operates as an ad network

•Introduced in February and growth since Q2 has been explosive

•Offers download and streaming options

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Mobile Video On Carrier Portals

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•Averaged 23k clips/month in 2008

•Q4 growth topped 20% month to month

•Averaged 49k clips/month in 2008

•Flat growth against 2007 usage

•Averaged 32k clips/month in 2008

•Grew usage from 10k in Jan to 50k in December

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Mobile Video Syndication (Off Deck)

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•Barter video files for marketing banners

•Average 200k visitors/month combined

•Average 150k streams/month combined

•$5k/month guarantee

•Rev Share after that

MMS Alerts

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The First (Still Only) MMS News Alert

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•50% Growth in users in 2008

•Third party ad-network now being used to monetize

•Flexible platform allows video, pictures and text in the alert message

CBS News Eye Mobile

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Successful Tie-Ins to Web and On-Air

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Looking Ahead to 2009

• Promotion on CBSNews.com

• A Single Social and Community Strategy

• New Platform For MMS Alerts

• Mobile Video Partnership

• The New CBS Eye Mobile

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Promotion on CBSNews.com

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A New Web Home for CBS News Mobile

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•Maintains News Content

•Sustains branding

•Delineated navigation for mobile pages

•Rankable listing of Mobile News programs and offerings

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Deeper Content On News.com

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•Consistent look and feel to first page

•Mixed media capabilities including images and video

•Description of dynamic products

A Single Social and Community Strategy

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Bringing Share and Community to CBS News Mobile

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Allowing users to share with their existing networks to drive consumption

A New Platform for MMS Alerts

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More Robust Product, More Ad Opps

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•New MMS partner replacing Verisign

•Richer platform and MMS delivery to all major carriers

•Powerful driver to content and shows

•Better tools for sponsor placement

Mobile Video Partnership

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Produce Once and Publish Everywhere

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•Fully leverage all video being produced in the newsroom•Maximize ROI•Increase exposure of the CBS News brand•Grow core CBS News audience

•Working with CNET engineers to unify video publishing•A push would not hurt

•Sustaining MMS product should return to editorial team•Working to unify publishing tool with new platform•Should be part of the thinking when an email goes out

The New CBS Eye Mobile

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Build On Cross Platform Wins

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•Find the right opportunities to build UGC into planned events

•Include Eye Mobile in sponsor pitches

•Generate a permanent home for Newsworthy content on CBSNews.com

•Use Eye Mobile to build community

•Good place to be experimental

•Active participants

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Forming a Strong Cross Promotional Plan

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•Re-Brand CBS Mobile News to CBS News Mobile

•Begin promotion of CBSNews.com for all digital platforms

•Create breaking news Eye Mobile widget for instant use

•Push best of Newsworthy content to CBSNews.com

•Develop community and social strategy that will work cross platform

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Open Discussion and Questions

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