Presentation by Herman Kienhuis, manager business development at Sanoma Media, about trends and experiences in mobile and tablet publishing and app development. To an audience of NS representatives, in Utrecht, January 12, 2012.

1. Planet of the Apps
Utrecht, January 12, 2011
Herman Kienhuis (@kienhuis), BusDev Sanoma Media

2. Sanoma Media: leading
multi-media company
in the Netherlands

3. • Mid-sized European media group
• Founded and headquartered in Finland
• Focused on Media and Education
• Present in Finland, Netherlands and Belgium and Russia &
Central Eastern Europe
• Leading media company in the Netherlands
• #1 Dutch magazine publisher (Hoofddorp)
• #1 Dutch online publisher (Amsterdam-West)
• #2 Dutch Commercial TV broadcaster (Amsterdam-East):
SBS6, Net5, Veronica

4. Sanoma Media NL

5. #1 Consumer magazine publisher
115,508,778 copies sold in 2010

6. #1 Online publisher

7. #2 Commercial broadcaster
10%
3.5%
3.1%
2010 viewing shares

8. Smartphone & tablet
adoption is changing the
Dutch media landscape

9. OPEN
REALTIME
MOBILE
PERSONAL
belofte komt uit!
source: Morgan Stanley

10. OPEN
REALTIME
MOBILE
PERSONAL
3 Voorwaarden
• Beschikbaarheid van devices: premium
handsets geschikt voor mobiel internet – in
2008 2 mln in omloop in Nederland; nieuwe
standaard gezet in 2007 door de introductie van
de apple iphone Beschikbaarheid van
transparante, betaalbare toegang: flat fee data
abonnementen gestart door T-mobile (web ‘n
walk) in 2007, gevolgd door andere
aanbiedersBeschikbaarheid van content:
websites en applicaties geschikt om te
consumeren op een klein scherm (met
touchscreen)

11. OPEN
REALTIME
MOBILE
PERSONAL
NL smartphone adoption growing to
50% in 2012
% Smartphone adoption by market
NL
NL data: telecompaper

12. OPEN
REALTIME
MOBILE
PERSONAL
Apps drive it
Android
iPhone
m.nu.nl
Source: Sanoma Media

13. OPEN
REALTIME
MOBILE
PERSONAL
Why Apps?
• Developers community: 500k apps (150k for iPad)
• Easy discovery and installation: App Store
• One click payment: iTunes
• Customizable: Personal, Social
• Esthetic Experience: Apple UI
• Speed and accessibility
• Native use of device capabilities: GPS, compass,
accelerometer, tilt-sensor, microphone, camera

14. OPEN
REALTIME
MOBILE
PERSONAL
what mobile devices can
Sensor of physical world:
• image(e.g. barcode) recognition:
Shopsavvy, Kieskeurig, Layarvision
• location:"
Nike+, Foursquare, TomTom
• sound:"
Shazam, ABC’s Grey’s Anatomy app
• movement:"
SleepCycle, Stappenteller

15. Image recognition

16. Voice recognition

17. OPEN
REALTIME
MOBILE
PERSONAL
Hardware becoming software

18. OPEN
REALTIME
MOBILE
PERSONAL
Hardware becoming software

19. OPEN
REALTIME
MOBILE
PERSONAL
Mobile advertising growing up
Source: eMarketer, Sep 2011

20. OPEN
REALTIME
MOBILE
PERSONAL
Mobile advertising growing up
Mobile messaging
Mobile search
Mobile display ads
Mobile video
Time targeting
Device targeting
Content targeting
Location targeting
Click to call
Click to App Store
Request form
Coupon
Click to buy

21. OPEN
REALTIME
MOBILE
PERSONAL
Mobile advertising growing up

22. OPEN
REALTIME
MOBILE
PERSONAL
M-commerce?

23. OPEN
REALTIME
MOBILE
PERSONAL
M-commerce?

24. OPEN
REALTIME
MOBILE
PERSONAL
NFC

25. OPEN
REALTIME
MOBILE
PERSONAL
beyond the phone

26. OPEN
REALTIME
MOBILE
PERSONAL
A new category of comfortable
computing devices
Entertainment/ Information/ Entertainment/ Communication/
Inspiration
Productivity
Creation
Monitoring
XL form
Short form
Medium form
XS form
Push
Pull
Pull
Push
TV/DVD
Software/ Websites
Apps/Websites
Apps/Widgets
Movies/
Search/Social/ Ebooks/Photos/ Music/
VideoGames
Video
Video
CasualGames
Hours
Hours
Quarters
Minutes

27. OPEN
REALTIME
MOBILE
PERSONAL
iPad sales faster than iPhone
15 mln iPads sold in
first 3 quarters (vs. 4
mln iPhones in first 3
quarters)

28. OPEN
REALTIME
MOBILE
PERSONAL
Strong uptake of iPad sales (>700.000)
and usage in NL
Source: Sanoma Media

29. OPEN
REALTIME
MOBILE
PERSONAL
Changing media consumption
phone
computer
tablet
38% 53% 9%
overall overall overall
views
views
views
In the morning, relative People reading on computers iPad readers read more news
readership across all three consumer their greatest share of on the device at night than
platforms ramps up quickly
online news that way during the day
during other times of day
Computer
Smartphone
iPad
Source: NU.nl (based on sample data)

30. OPEN
REALTIME
MOBILE
PERSONAL
intense household usage of iPad
How much time do you spend At home, what is your primary
How often do you use the iPad?
computer that you use most
on the iPad (on a day of usage)?
often now?
Source: Sanoma iPad user survey 2011

31. OPEN
REALTIME
MOBILE
PERSONAL
intense household usage of iPad
Source: Sanoma iPad user survey 2011

32. Sanoma Media:"
taking the lead in
smartphone & tablet
app development

33. Speed up Fund &
investment
guide
Share Create
concepts scale
new & code
skillset
>60 apps
new $
Measure
& Learn
Develop &
Learning market
Build-up of
by doing
internal
expertise

34. Learning by
doing

35. Sanoma & Apps
>60 apps published
Accelerated app
development
program with
Budapest
devcentre
started ‘Planet of
the Apps’ program
to speed up
learning and
development
first
first android
iphone app
app

36. Sanoma & Apps
4.3 mln downloads so far (in NL)

37. Flagship: NU.nl apps
(>2 mln downloads, >250 mln pageviews/mnth)
source: GfK

39. €2.39 in-app €2.39 in-app free
€0.79 €2.39 free
free €0.79 free

40. The Dutch Digital magazine store

41. Q&A
@kienhuis
/hermankienhuis
/kienhuis