#5 Mobile Key Insights

Steven Selleslags 18 July 2011

#5 Key Insights

#1 Existing Tablet Trends Continue …

#2 Android is losing Developer Support# app.ft.com

#3 30% of tablet usage is in front of TV

#4 Users are willing to pay for unique information# the Times

#5 Soon happening: Social Guide next to TV Rankings# Turntable.fm

#1 Existing Tablet Trends Continue …

• Extreme interest in purchasing a tablet the next months (10-15% avg. EU)230K tablets in Belgium by End of 2011671K smartphones sold in 2010

• Users +60% male Higher income 50% between 25-44y

• 89% is highly or very highly satisfied

• Morning and evening device

• Most popular activity on tablets: – Surfen– Email– Apps

• Most popular apps: Games / Social / Entertainment / News / Sports

#1 Websurfing, News, Email is Most Popular ActivityGaming is far less popular vs other countries

#2 Android is losing Developer Support

app.ft.com - Publishers Bypass Apple’s iTunes Store

• Mission: secure a direct relationship with readers

• Strategy: Maintain iOS apps combined with web app

• Benefits: Web browser access – No app

store download needed Automatic enhancements – No

need to visit an app store for the latest version

Reading offline – The latest edition is automatically stored for offline access

Speed – Improved performance on most connections

Greater range of content – Including video on iPhone

Case Study

#3 – 30% of tablet usage is in front of TV

#4 Users are willing to pay for unique information

• °July 2010 Strategy - no access to the site without first paying (paywall)

• Results after a year Reach of 100K digital subscribers (+30% since March11) 35K newspaper downloads per day on iPad (+40% since

Feb11) 66% decrease of internet readership (vs 90% anticipated)

• Learnings: it's not turned out to be either/or 10K spend >45 min/day reading the paper on iPad

• Future? Will growth continue or stall? Advertising? Impact of paywall on social media sharing? 

Case Study

#5 Soon happening: Social Guide next to TV Rankings

#Turntable.fm

TURNTABLE.FM

• Social DJ (chat)Room

• 140K users in betaversion in a few weeks time

• Hyped as the best social service of 2011

• Down outside US because of copyright violation

Case Study

Social Engagement Loop

• Like• Chat : hard not to engage

• Recruit friends• Reminder at start of show

• Desire more followers• Unlock new items

• Earn points to represent social status

• Specific avatars for newbies and veterans

1. Visible Progress 2.Motivati

ng Emotion

3. Social Call to action

4. User Re-engagement

#5 Key Insights

#1 Existing Tablet Trends Continue …

#2 Android is losing Developer Support# app.ft.com

#3 30% of tablet usage is in front of TV

#4 Users are willing to pay for unique information# the Times

#5 Soon happening: Social Guide next to TV Rankings# Turntable.fm