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Los 85 participantes del Mobile Media Day compartieron sus buenas prácticas de marketing móvil y se mostraron muy interesados en las estrategias iPad ya lanzadas y las que están todavía en desarrollo.
La nueva red publicitaria móvil de Apple, iAd, fue también objeto de debate para una audiencia que trata de adentrarse en este nuevo campo de la publicidad con el fin de monetizar sus plataformas móviles.
Poco tiempo después de la conferencia, Apple anunció que ya se había asegurado unos 60 millones de dólares para el lanzamiento de iAd en julio.
Stig Nordqvist, director de la unidad de negocio Plataformas Digitales Emergentes y Desarrollo de Negocios de WAN-IFRA, planteó la siguiente pregunta: ¿debería considerarse iAd como un peligro para los editores?
- Para Florian Gmeinwieser, director general de la agencia publicitaria alemana Plan.Net Media, “iAd permitirá llegar a los grupos objetivos más seductores para los anunciantes”; no obstante, Gmeinwieser también explicó a la audiencia que, como agencia publicitaria, estaban en contra de la tecnología y las reglas comerciales que Apple introducía con iAd.
- Omar Hamoui, director general de AdMob, manifestó su preocupación: “Apple ha propuesto nuevos términos para los desarrolladores de aplicaciones que, si se cumplen tal y como han sido formulados, les prohibirían utilizar soluciones publicitarias de AdMob y de Google en el iPhone. Estas condiciones relacionadas con la publicidad se dirigen tanto a compañías con tecnologías móviles competitivas, como Google, como a cualquier empresa cuyo negocio principal no consiste en ofrecer anuncios móviles. Este cambio amenaza con reducir –incluso hacer desaparecer- los ingresos de decenas de miles de desarrolladores. Las condiciones de Apple afectan negativamente a pequeños y grandes fabricantes al limitar considerablemente su elección sobre cómo hacer dinero. Y, dado que un gran número de aplicaciones gratuitas o de bajo coste se hallan financiadas por la publicidad, estas condiciones son igualmente negativas para los consumidores”.
Durante el MMD de este año se presentaron numerosas aplicaciones iPhone inteligentes, y Stig Nordqvist aprovechó la ocasión para compartir con los participantes una reciente conversación mantenida con Paul Burford, ‘embajador tecnológico’ de Apple, en el marco del Programa Ejecutivo eRev: “La gente olvida, entre otras cosas, algunas cuestiones básicas: diseñe un gran icono para una aplicación iPhone y regístrela adecuadamente”, narraba Nordqvist.
“Uno de los consejos que da Apple con frecuencia en materia de desarrollo de aplicaciones es empezar con el menor número de funciones posibles pero hacerlo bien (es útil, ofrece la solución esperada, es lúdica…). Después, ofrecer una actualización con funciones un poco ampliadas. En el diseño de una aplicación es fundamental tener una idea clara del propósito de la misma; una aplicación seria debe ofrecer muchos contenidos por los que navegar y estar fuertemente orientada al consumo; una aplicación útil (por ejemplo, noticias financieras) debe ser rica en gráficos y ofrecer una única pantalla y una navegación sencilla; y una aplicación de ocio debe ser ambiciosa en el aspecto gráfico y adecuarse bien a la interacción. Hay que distanciarse de un proceso de desarrollo basado en las funciones que se desean incluir en la aplicación y optar más bien por una fórmula más probada: cuál es su diferenciador, cuál es su solución y para qué audiencia. La gente aprecia las mejoras, y cuando se lanza una actualización se tiene la oportunidad de explicarle a los usuarios cuáles son las nuevas funciones. Plantéese tener una función ‘In-app purchase’ para generar ingresos adicionales, pero prevea contenido gratuito en su ‘in-app store’, porque atraerá la atención del cliente”.
Zonas horarias y ‘Simplexity’
Dos de los consejos de Philipp Sugai, director del Mobile Consumer Lab en la International University of Japan, estimularon especialmente el debate entre los expertos móviles presentes en la conferencia. El primero era definir zonas horarias (‘Time Zones’) como base de la concepción de servicios y aplicaciones: “Hoy día nuestras vidas son rápidas, todo programado y dirigido en función del calendario. Volamos de una cita a una reunión, de casa al trabajo, etc. Pero siempre hay momentos entre medias, ‘In-Between Times’, cuando nos movemos de un lugar a otro. Por definición, el contenido y los servicios que utilizamos durante estos instantes debe ser conciso, comprensible, de acceso sencillo y fácil de interrumpir y recuperar más tarde. En el otro extremo se encuentran la zona ‘Golden Time’, caracterizada por su duración y en la que tiene lugar el mayor uso móvil. En esta zona horaria, los contenidos y los servicios tienen mayor profundidad y amplitud. Desde la perspectiva del consumidor, según sus limitaciones temporales y sus necesidades, los momentos ‘In-Between’ y ‘Golden’ pueden ocurrir exactamente en el mismo lugar y a la misma hora del día. Si bien los consumidores aprecian los contenidos y servicios ‘In-Between’, lo que está orientado a tiempos ‘Golden’ debería tener prioridad”. Otro de los grandes principios que Sugai ha desarrollado es el de ‘Simplexity’: “El usuario móvil medio no es un experto. ‘Simplexity’ en el mundo móvil significa combinar tecnología, servicios integrados, análisis inteligentes (basado en las preferencias, el comportamiento) y una interfaz de fácil uso orientada a las necesidades y capacidades del usuario”.
Algunas imágenes que ilustran una pequeña parte de lo que se debatió este año en el Mobile Media Day...
Edipresse utiliza todas las posibilidades móviles, y Marc Lamarche, responsable de los servicios móviles en esta empresa, basó su presentación en la publicidad basada en el móvil: “La mayoría de nuestros contenidos son de acceso gratuito, excepto dos productos nicho. Y seguiremos manteniéndolo así, porque creemos en el potencial de la publicidad móvil”.
Jones describió detalladamente el lanzamiento y el modelo de negocio de la aplicación iPad de USA Today. Varias semanas después de su lanzamiento, está aplicación registró unas 375.000 descargas en Estados Unidos: “Nuestro objetivo es aumentar la audiencia y el tiempo que la gente pasa en el entorno de nuestra marca. No se trata de utilizar otra plataforma”.
El grupo RCS, editor del Corriere Della Sera y Gazzetta Dello Sport, ofrece la posibilidad de suscribirse a los contenidos de su diario nacional en el iPhone, pero también a través de la boutique ovi (Nokia) o las aplicaciones Blackberry, Vodafone o Samsung. Y Federico Vittadello, responsable de las actividades móviles, está satisfecho con los primeros resultados de sus ofertas de pago lanzadas este año.
Pero Vittadello considera que el iPad es algo más, y explica el porqué en la imagen de abajo:
CES (Consumer Electronics Show) Las Vegas, the world's largest consumer technology trade show is starting today (7 January). Two new e-reading devices, the Skiff Reader and the QUE proReader, developed with the press industry in mind, will be launched at the event. And it comes as no surprise that Amazon has chosen this very same week to announce that its Kindle DX (also designed for the press!) was ready for a worldwide shipment.
On January 5, 2010, Google announced its Nexus One wireless handsets powered by Android 2.1, only slightly more than a year after the announcement of the first Android-powered phone, HTC's G1. The phone is sold by Google and manufactured by HTC.
The number of announcements in the e-reader area confirms, should that be necessary, that the race is now on between all major electronics manufacturers.
Every month Quantcast measures more than 200 billion requests for Internet content. A growing portion of these requests originates from networked mobile devices. The boundary between mobile and PC (e.g the future tablets) is blurring, and Quantcast expects that it will push ‘web access on the go’ to new levels in 2010.
Above, mobile share of pageviews by continent
Independent.ie is the first Irish national newspaper publisher to launch an iPhone app on 22 October 2009. It also belongs to the the first wave of publishers worldwide to successfully charge for news apps.
In this interview, Patrick Lenehan, Chief Technology Officer for the digital business of Independent News and Media in Ireland, explains the launch process and customer feedback.
“I'm not going to talk about these black times, but instead about opportunities;” with these words Stig Nordqvist, Executive Director,Emerging Digital Platforms and Business Development for WAN-IFRA kicked off Beyond the Printed Word in Barcelona 2009.
Instead of waiting for the Japanese launch of Apple's iPad, Sony, Toppan Printing, KDDI Corporation, and the Asahi Shimbun have announced they will establish a joint venture to develop an eBook distribution company that will build and manage a common distribution platform for books, comics, magazines and newspapers for the Japanese market. And the door is opened for other companies.
Mariam Mammen Mathew, CEO of Manorama Online painted an altogether brighter picture drawn from the other side of the world. Being from India “best known for its technology boom and the film Slumdog Millionnaire”, Mathew sketched a market many in the room could only dream of; 1.2 billion citizens, 60,000 publications, more than 4,000 daily newspapers selling 100 million copies and the only market where newspaper circulation is rising– the numbers were staggering.
Wolfgang Blau, editor in chief of Zeit Online in Germany came to talk about user-centric design but as he quickly pointed out “all design should be user centred”. 
“We like to call ourselves the newspaper of a new generation; faster, shorter, clearer” explained Tomislav Klaric, MD of Croatia's 24sata MMM brand (“MMM stands for anything, anytime, everywhere”), a hybrid of website, paid editions and a free afternoon edition.
Soitu.es closed two weeks ago so when its director, Gumersindo Lafuente, stepped up to talk about the future it was as the head of 'an exquisite corpse' rather than a live online paper. That certainly didn't take away from his message however, as he explained the importance of new ways of working for journalists who “must understand how technology works so that technologists don't end up setting the agenda.
The Boston Consulting Group has entered the paid content debate this month with a valuable contribution. It’s “Willingness to pay for news online” report presents key findings from an international survey.
Without a shred of doubt, 2009 has been the year of the e-reading device, and new models will come out quickly next year. But computer manufacturers are trying hard to shift consumer attention to the tablet PC.
Apple’s tablet is still a rumor, as is Microsoft’s in-process "tablet-booklet" Courier (in the "late prototype" stage of development, according to the CNET gadget blog). But ICD has released concrete information on its Vega Tablet, which will run Android 2.0:
The deal of the summer is undeniably the agreement between Microsoft and Yahoo! It is their common rival, Google, that brought about this relationship between two unlikely partners. If it results in a (minor) re-shuffling of the cards in the competition between search engines, its impact will be concentrated mainly in the American market. The members of the Yahoo! Newspaper Consortium hope that in the future all Yahoo!’s efforts will focus on an area that is an exception to the deal: display advertising.
ADGA, The Financial Times' effort to calculate the net number of readers that access daily its content (online and in print), answers one of the most frequently questions asked by the sales team of any newspaper: how many people will see my ad today? Anita Hague, global research director at the FT, explains.
While Internet users are spending more and more of their time with social networks, advertising spend continues to be directed towards more traditional web uses. What are the reasons for this paradox? Jean-Nicolas Reyt analyses the situation*.
It might be that Apple just made life easier for publishers pondering if they should start developing for smaller-sized devices.
Apple Chief Executive Steve Jobs commented during the company’s quarterly earnings call yesterday (Monday 18) that he did not believe on an “avalanche of tablets” about to enter the market: “It appears to be just a handful of credible entrants, not exactly an avalanche”.
Google, who has been aggregating news from newspaper websites for a long time without providing remuneration to the publishers, have now reached a revenue sharing agreement with 36 newspapers and magazines.
An example of the Fast Flip application for the Washington Post…and the advertising possibility on the right
Amazon has announced new revenue-sharing terms for magazines and newspapers wishing to join the Kindle platform. Publishers will keep 70 percent of the retail price (minus delivery costs) of each publication sold.
Rupert Murdoch is making news this week, having announced that henceforth - at least by summer 2010, all of his publications and television news channels will charge for web content. In May, said the Fiancial Times (www.ft.com/cms/s/0/7f6edc2c-821f-11de-9c5e-00144feabdc0.html) his company had planned to test pay models at its stronger properties.
Anders Stenbäck, Business Development Manager at Hesingin Sanomat of Finland explained the secrets of making money from hyperlocal, in this case with a mapping/directory product called My Own City which answers such questions as where to find a good restaurant/plumber/tailor/hairdresser etc.
Ramón Salaverría is one of the most influential Spaniards in the Internet area (according to El Mundo yearly ranking). He will be the co-chairman of the 17th WAN-IFRA digital publishing conference Beyond 2009 (Barcelona, November 5 and 6).
Adobe Systems Incorporated and Omniture, Inc. announced that the two companies have entered into a definitive agreement for Adobe to acquire Omniture in a transaction valued at approximately $1.8 billion. The company is now in good position to provide a complete range of tools for Self-Service Advertising portals.
Few knew what to expect when Inmaculada Martinez of Stradbroke Advisors took to the stage to talk about 'Positive Deviants and the Agents of Change' but what followed was a lively canter through media predictions and Generation Y – the generation that grew up with digital and which in 2010 will outnumber the baby boomers. 90 per cent of them have joined a social network and with that social media has overtaken porn as the number one activity online.
Philippe Jannet, CEO of Le Monde Interactif talked about that paper's mobile experience. Le Monde already has a paid for model online with a subscription scheme that sees some content published for free and other services, including the right to contribute UGC charged for. Jannet mused on the idea of charging users to write for the paper as he didn't invent the model but it works and ads sell for more on subscriber pages than free ones.
“We are relaxing all restrictions on the development tools used to create iOS apps, as long as the resulting apps do not download any code” said Apple in a recent statement. Designers can now develop apps with Flash and compile them into a native iOS format. Apple also published for the first time its App Store Review Guidelines to help developers understand how they review submitted apps.
International publishing group Axel Springer and Swiss-based media agency PubliGroupe together purchased a 50.1 percent stake in Digital Window Ltd (founded in 2000). The company is one of the leading affiliate networks in Great Britain, the biggest European market for performance-based online marketing. Plans would be to expand the Digital Window concept to other European countries.
At no time in the foreseeable future will digital advertising revenues replace those
lost to print, making the search for new business models including paid-for online access for news a pressing concern for the news publishing industry, the World Association of Newspapers and News Publishers (WAN-IFRA) said in its annual world press trends update.
Urs Gossweiler, publisher of Jungfrau Zeitung, thinks LOCAL is the key for the future of the newspapers. The search engine launched by the Swiss company for its 45.000 inhabitants community has been welcomed by readers and advertisers.
Theo Huibers is the managing partner of Thaesis (www.linkedin.com/in/theohuibers) and a professor and researcher in search technologies at the University of Twente in the Netherlands. He works or has worked for several Dutch and German publishing companies. In parallel he is also developing a search engine specifically dedicated to kids: a four-million euros research project that can be followed on this web site: http://hmi.ewi.utwente.nl/puppyir/
AdLizard is well known at IFRA Expo and in the newspaper industry for its self-service print advertising technologies. The company has expanded its print platform by offering a web advertising solution to help newspaper publishers and ad networks capture small to medium sized business (SMB advertisers). Danny Gruber presents this new technology, “AdLizard for Web”*, which will be launched at IFRA Expo.
Mariam M. Mathew, chief operating officer, Manorama Online, Malayala Manorama, will serve as co-chair of this year’s Beyond 2009, the 17th World Digital Publishing Conference in Barcelona on 5 and 6 November.
Christine Perey has her own company, PEREY Research & Consulting (www.perey.com), that is focusing on emerging technologies since 1991. One of her areas of expertise is Mobile Augmented Reality.
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