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1. The Inquirer Group
and Mobile
Javier Vicente D. Rufino
Jrufino@inquirer.com.ph

2. The external situation (overall)
• It’s a TV market; print has only small share
of reach and advertising spend
• But it’s an affluent, influential share.
• Print is the rudder of the media ship.
• Consumers are moving rapidly to digital.

3. The external situation (mobile)
• High mobile penetration (over 90%)
• SMS and voice revenue flat; data the next
frontier
• Smartphone usage being pushed.
• Tablets where mobile phones were a
decade ago (pricey status objects)

5. The internal situation
• The old print business model is chugging
along, but can’t and won’t last forever.
• Digital revenues are there but not “there
yet.”
• Diverse business models in Group
• How to manage the digital transition?

6. Where mobile comes in
• Add new revenue streams/business
models to Group to replace old ones
• Help extend reach of Group brands to
previously unserved segments
• Drive traffic to other platforms and
enhance cross-platform effects
• Equalize the playing field with broadcast
competition

7. More specifically…
• Apply a freemium “glide path” approach to
monetizing content on mobile
• Use replica technologies as a transitional phase
to quickly secure revenues and footholds.
• Develop mobile-native content to further deepen
footholds and effectively monetize.
• Maintain a platform-agnostic approach;
ecosystem engagement but not entanglement.

8. Yet more specifically…
• Acquired a mobile development firm to
boost in-house skills and control.
• Worked closely with telcos for better
revenue arrangements.
• Worked closely with all platforms so that
mobile is viewed as an enhancement, not
an existential threat

9. Examples

10. Free scheduled alerts with ads

11. Premium real-time alerts

12. Free sponsored mobile apps

13. Mobile web
QuickTimeª and a
decompressor
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14. Kindle edition
QuickTimeª and a
decompressor
are needed to see this picture.

15. Digital edition newsstand
• Apple iOS (iPhone, iPod Touch, iPad 1 and 2)
• Android devices
• Blackberries and Blackberry Playbook (via PressReader app)
• Mobile-friendly web version works on almost any device
• Multiple device access under one subscription.
• All of Group’s print titles regardless of geographic area or web
presence

16. Newsstand on the iPad

17. With interactivity
• Not just a replica
• Combines the ease of
use of print and online
interactivity
• Features: Comments, QuickTimeª and a
social media sharing,
decompressor
are needed to see this picture.
audio

18. Pricing
• Single issues at $0.99
• Subscriptions for regional titles $5.95/mo
• Flagship Inquirer title $9.95/mo (cheaper
than a print subscription)
• Commuter freesheet Libre free with any
subscription.
• Hinge magazines free with any annual
subscription.

20. E-Books

21. E-Books

22. E-Books

23. E-Books