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10 – 12 October 2011, Vienna, Reed Messe Wien

Media Port
Session: Mobile Publishing Business
Title: Mobile apps
Speaker: Ronald Schwärzler, Member of the Board and Senior Executive,
Kurier, Austria
Mobile apps – opportunity for print
publishers in a digital media world




                              Ronald Schwärzler
                                  10th October 2011
Future of newspapers and the Internet
Skandinavischer Markt: Zeitungsleser
                                               - declining newspaper readership, with significant
                                                  decreases in some OECD countries.
                                               - newspaper readership is usually lower among
                                                  younger people who tend to attribute less
                                                  importance to print media.




Source: OECD Studie 2007 – 2009, http://www.oecd.org/document/48/0,3343,en_2649_33703_45449136_1_1_1_1,00.html
OECD report: Estimated newspaper publishing
market decline
     Austria          2%
   Australia            3%
     France               4%
     Mexico                 5%
   Denmark                    6%
Netherlands                   6%
 Czech Rep.                   6%
      Korea                   6%
   Portugal                     7%
    Sweden                      7%
     Finland                    7%
    Belgium                       8%
 Switzerland                      8%
     Norway                       8%
   Hungary                          9%
   Germany                            10 %
     Ireland                          10 %
     Poland                              11 %
New Zealand                                            13 %
      Japan                                                   15 %
     Turkey                                                      16 %
       Spain                                                     16 %
     Canada                                                         17 %
        Italy                                                          18 %
     Greece                                                                   20 %
          UK                                                                     21 %
        USA                                                                                               30 %
             0%             5%            10 %           15 %           20 %            25 %          30 %        35 %


 Source: OECD Studie 2007 – 2009, http://www.oecd.org/document/48/0,3343,en_2649_33703_45449136_1_1_1_1,00.html
Example: Scandinavia


                           Daily readers
                         incl. free newspapers

                         - Daily readers
                         excl. free newspapers



                       Difference
Example: Austria
   100 %

    95 %

    90 %

    85 %

    80 %

    75 %

    70 %

    65 %

    60 %

    55 %

    50 %
           MA MA MA MA MA MA MA MA MA MA MA MA MA MA MA MA MA MA MA
           93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11



Source: Media Analyse 10/11
Projection 2015:
More mobile-Users than Desktop-Users




Source: Morgan Stanley Research
Mobile market – a must-have (not only) for print

               - 5 billion mobile phones (worldwide)

               - most pesonal media

               - availability: in every trouser pocket and handbag

               - fastest way to communicate bidirectionally

               - payment-option and the willingness of users to pay via
                 mobile phone
Smartphone statistics and market outlook
                       - the worldwide mobile phone market
                         has already been established

                       - The smartphone market is growing

                       - Publisher have still the chance to
                         assure their position in this fast growing
                         sector

                       - and monetize their mobile sites or apps
Showcase: Aftonbladet
                    − Aftonbladet is Scandinavia’s biggest
                      newspaper in various channels: print,
                      online und mobile

                    − At the beginning of 2010 the online
                      newspaper reached a milestone five
                      million unique users every week.

                    − 300% increase of mobile reach - 600.000
                      unique users every week during last year
Key Learnings
- there is no „killer application“ – focus on your „killer business ideas“

- make it reachable from all channels

- do a small amount of functionality – do it well

- to control the revenues we have to take control over our parts of the eco-system:



   publishing                                    distribution




                       direct relationship to customer
Showcase: KURIER Newspaper App
                     Key learnings:

                      offer various content applications

                      rich embedded multimedia and

                      updating with breaking news

                      for all available devices

                      (iPhone, iPad, Android, …)

                      paid content strategy

                      relationship to the customer/ user
Showcase: KURIER Newspaper App
                  KURIER Bookshelf:
                   local editions of the newspaper
                   new digital ad for self promotion or
                   breaking news
Showcase: KURIER Newspaper App
                   optimized version of article for
                   mobile device

                   enriched with multimedia links

                   e-mail option
Showcase: KURIER newspaper App

                    one picture in the newspaper
                    multiple pictures in additional galleries
Showcase: KURIER Newspaper App
                   video embedded into the article
Showcase: KURIER Newspaper App
                             additional digital
                              tablet ads
APA White-Label-App V3.0 for Tablet-PC
                          Enhanced features:
                           editors choice
                           additional content is also
                           available in offline mode
                           personal archive
                           social media sharing-options
                           search within publications
                           remembering list
                           full screen view of articles,
                           "next article" function
iPad Apps Top-Charts: Downloads
                      KURIER-App – download for free

                      Category News

                      Top-Position – Version V2.200

                      available, over 50% Update-Quota

                      within 1 week
iPad Apps Top-Charts: Highest (inApp-)Selling
                       KURIER-App – download for free

                       Top-Position for weeks in the iTunes

                       Store Top 10 Apps – Turnover

                       Category News
iPhone Apps Top-Charts: Paid
                      KURIER.at App costs EUR 1,59.-

                      Top-Position for weeks in the iTunes

                      Store Top 10 Apps – Paid

                      Category News
iPhone Apps Top-Charts: Highest Turnover
                      Top-Position for weeks in the iTunes

                      Store Top 10 Apps – Turnover

                      Category News
Thank you!

           Ronald Schwärzler
ronald.schwaerzler@KURIER.at

         Consultant NewMedia
      ronald@schwaerzler.com

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Mobile Apps

  • 1. 10 – 12 October 2011, Vienna, Reed Messe Wien Media Port Session: Mobile Publishing Business Title: Mobile apps Speaker: Ronald Schwärzler, Member of the Board and Senior Executive, Kurier, Austria
  • 2. Mobile apps – opportunity for print publishers in a digital media world Ronald Schwärzler 10th October 2011
  • 3. Future of newspapers and the Internet Skandinavischer Markt: Zeitungsleser - declining newspaper readership, with significant decreases in some OECD countries. - newspaper readership is usually lower among younger people who tend to attribute less importance to print media. Source: OECD Studie 2007 – 2009, http://www.oecd.org/document/48/0,3343,en_2649_33703_45449136_1_1_1_1,00.html
  • 4. OECD report: Estimated newspaper publishing market decline Austria 2% Australia 3% France 4% Mexico 5% Denmark 6% Netherlands 6% Czech Rep. 6% Korea 6% Portugal 7% Sweden 7% Finland 7% Belgium 8% Switzerland 8% Norway 8% Hungary 9% Germany 10 % Ireland 10 % Poland 11 % New Zealand 13 % Japan 15 % Turkey 16 % Spain 16 % Canada 17 % Italy 18 % Greece 20 % UK 21 % USA 30 % 0% 5% 10 % 15 % 20 % 25 % 30 % 35 % Source: OECD Studie 2007 – 2009, http://www.oecd.org/document/48/0,3343,en_2649_33703_45449136_1_1_1_1,00.html
  • 5. Example: Scandinavia Daily readers incl. free newspapers - Daily readers excl. free newspapers Difference
  • 6. Example: Austria 100 % 95 % 90 % 85 % 80 % 75 % 70 % 65 % 60 % 55 % 50 % MA MA MA MA MA MA MA MA MA MA MA MA MA MA MA MA MA MA MA 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 Source: Media Analyse 10/11
  • 7. Projection 2015: More mobile-Users than Desktop-Users Source: Morgan Stanley Research
  • 8. Mobile market – a must-have (not only) for print - 5 billion mobile phones (worldwide) - most pesonal media - availability: in every trouser pocket and handbag - fastest way to communicate bidirectionally - payment-option and the willingness of users to pay via mobile phone
  • 9. Smartphone statistics and market outlook - the worldwide mobile phone market has already been established - The smartphone market is growing - Publisher have still the chance to assure their position in this fast growing sector - and monetize their mobile sites or apps
  • 10. Showcase: Aftonbladet − Aftonbladet is Scandinavia’s biggest newspaper in various channels: print, online und mobile − At the beginning of 2010 the online newspaper reached a milestone five million unique users every week. − 300% increase of mobile reach - 600.000 unique users every week during last year
  • 11. Key Learnings - there is no „killer application“ – focus on your „killer business ideas“ - make it reachable from all channels - do a small amount of functionality – do it well - to control the revenues we have to take control over our parts of the eco-system: publishing distribution direct relationship to customer
  • 12. Showcase: KURIER Newspaper App Key learnings:  offer various content applications  rich embedded multimedia and  updating with breaking news  for all available devices (iPhone, iPad, Android, …)  paid content strategy  relationship to the customer/ user
  • 13. Showcase: KURIER Newspaper App KURIER Bookshelf:  local editions of the newspaper  new digital ad for self promotion or breaking news
  • 14. Showcase: KURIER Newspaper App  optimized version of article for mobile device  enriched with multimedia links  e-mail option
  • 15. Showcase: KURIER newspaper App  one picture in the newspaper  multiple pictures in additional galleries
  • 16. Showcase: KURIER Newspaper App  video embedded into the article
  • 17. Showcase: KURIER Newspaper App  additional digital tablet ads
  • 18. APA White-Label-App V3.0 for Tablet-PC Enhanced features:  editors choice  additional content is also available in offline mode  personal archive  social media sharing-options  search within publications  remembering list  full screen view of articles, "next article" function
  • 19. iPad Apps Top-Charts: Downloads  KURIER-App – download for free  Category News  Top-Position – Version V2.200 available, over 50% Update-Quota within 1 week
  • 20. iPad Apps Top-Charts: Highest (inApp-)Selling  KURIER-App – download for free  Top-Position for weeks in the iTunes Store Top 10 Apps – Turnover  Category News
  • 21. iPhone Apps Top-Charts: Paid  KURIER.at App costs EUR 1,59.-  Top-Position for weeks in the iTunes Store Top 10 Apps – Paid  Category News
  • 22. iPhone Apps Top-Charts: Highest Turnover  Top-Position for weeks in the iTunes Store Top 10 Apps – Turnover  Category News
  • 23.
  • 24. Thank you! Ronald Schwärzler ronald.schwaerzler@KURIER.at Consultant NewMedia ronald@schwaerzler.com