05/10/2010 1

Mobile platform for regional publishersThe VSZV-cooperation model

presented by C. Bertheau (Airweb) andA.Kratzer (SIR)

05/10/2010 2

Agenda

• Introduction

• Platform Description

• Project Status

• SIR project showcase

• Conclusion

05/10/2010 3

IntroductionThe Environment

• On the migration path from paper to digital „Mobile“ is ofrapidly growing importance to the complete publishing industry

• Mobile access to the Internet is in sharp increase• Mobile opens new dimensions in accessing the audience

• Localisation• Permanent availability• High degree of interactivity

• Mobile as a medium is complex to adress

• How to extend online to all mobile devices ?• How to adress the multiple app platform environment?• What‘s the role of Mobile in the tablet PC environment?

05/10/2010 4

IntroductionThe Motivation

• OPPORTUNITY: Regional publishers are in a good position tofully exploit the mobile opportunites

• Exclusive content in the relevant area of coverage• Strong brand

• BUDGET: Regional publishers cannot afford to „try it all“• Total customer base is limited compared to national publishers• Internal ressources are limited as well

• COMPETITION: Regional publishers have a bigger commoninterest than fear of competition among themselves

• Competition is entering from other sectors rather than from thegeographical neighbours

There is a common interest to join forces for implementing asuccessful mobile strategy!

05/10/2010 5

VSZV Cooperation ModelTarget

• The idea was born to propose a common basic solution for mobileactivities to all members of the VSZV

• Designed for the specific needs of regional publishers, by regionalpublishers

• including the ongoing adaptation to the fast changing market andtechnological environment

• at the same time affordable for all participating members

05/10/2010 6

Mobile Services and ApplicationsPlatform Description

ContentManagement

Ad Serving

Statistics/CRM

Messaging

PremiumBilling

Mobile Sites &Applications

Localisation

OptimisedRendering

05/10/2010 7

Browser-based Mobile SitesFeature Overview

• Content types• Ordinary articles• Image galleries• Video• Live-Ticker

• Multi-device Rendering• Local guide / event calendar• SEO optimisation• Send-to-a-friend• Ad Serving• Reporting

05/10/2010 8

iPhone AppFeature Overview

• Content types• Ordinary articles• Image galleries• Video• Live-Ticker

• Regional personalisation• 2 different options

• Local Guide• Google maps integration

• Push-Alert notifications• Feedback and Send-to-a-friend• Off-line reading• Ad Serving• Premium Billing• Reporting

05/10/2010 9

Feature evolutionsRoadmap

• Adaptation to other app platformenvironments

• Android Market (in 2010)• Blackberry App World (in 2010)• Samsung Bada (in 2011)• Windows Mobile (in 2011)• Nokia Ovi (in 2011)

• Integrated tablet PC concept• iPad (in 2010) and other tablets (in

2011)

• Browser-based Mobile Sites• Location-based services (in 2011)• Personalisation (in 2011)

• Community Feature enhancements• Increased interactivity (2011)• Augmented reality integration

(2011/2012)• Ad Serving

• Location-based ad serving (2011)• Voucher system (2011)

• Premium Billing• Customer Database integration (in

2010)• Direct Debiting (2011)

• Reporting• Detailed analysis of user behaviour

(2011)

Multi-channel distribution Feature evolution

05/10/2010 10

VSZV CooperationProject Status

• Very good response rate among the VSZV members• 20 iPhone apps• 18 mobile sites

• Longer than expected initial implementation phase• it has proven to be rather challenging to manage the optimum trade-off

between flexibility for individual add-on features and scalability for fastroll-out for all participating members

• Founding members (3 Mobile Sites, 6 iPhone apps) will be able tolaunch within the next two weeks

• 4-6 weeks later than planned• The other participating members will follow now and benefit from theindustrial approach to the project

• next members are about to terminate their system adaptations along thecommon set of requirements and to deliver the needed element input

• Kick-Off Meetings with almost all participating members have been held (4missing)

05/10/2010 11

SIR Project ShowcaseMobile Sites

• Mobile extension of the existingwebsites with a focus on

• Live information• VfB-Ticker• Regional Traffic information (Antenne 1)

• Event calendar• Rich database on regional events

• Automatic Re-Direct for mobile deviceaccess on web-URL to the mobile site• Ad Serving as unique source of revenue• Launched in Q3/2009

05/10/2010 12

SIR Project ShowcaseiPhone Apps

• iPhone Apps as a premium version ofthe mobile site with the following featurehighlights

• Location-Based event calendar• Google maps integration• ergonomic presentation and intuitve

navigation

• Push Alerts• 4 Kanäle

• Off-line navigation• will be provided after first launch inside an

ammended version

• App Store Submission imminent• this week

• Revenue model as a mix of Ad Servingand premium subscription for thepremium feature set

05/10/2010 13

Conclusion

• The VSZV-cooperation model for the operation of mobileservices

• is designed for the specific needs of regional publishers and bythe regional publishers themselves

• is based on a modular core feature set and open to individualenhancements as well as to the requirements of a fast changingmarket and technological environment

• remains affordable even for smaller regional publishers

• is scalable in view of an even broader roll-out for the otherregional associations, even though the project start has proven tobe rather ambitious concerning the realisation schedule for thefounding partners

05/10/2010 14

Contact

Claudius BertheauAirweb AG

CEOclaudius.bertheau@airweb.de

+49 2161 54987 10

Alexander KratzerStuttgart Internet RegionalGeschäftsführera.kratzer@sir.zgs.de+49 711 7205 8400

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