Now part of the World Association of Newspapers and News Publishers
Advertisement Space
Rudy De Waele is a well-known mobile blogger and event organizer. He decided this year to ask many contributors to publish their thoughts about the coming mobile decade. This slide show sums up the contributions. It is remarkable and very inspiring.
Summaries of the presentations will be posted soon!
For inquiries, please contact Gilles Demptos at gilles.demptos@wan-ifra.org
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:
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.
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.
How can I build mobile device-friendly websites? This question will be one of the most frequently asked at the coming IFRA Expo in Vienna (12 - 15 October 2009 www.ifraexpo.com).
UK-based analyst firm Canalys, released its findings on smartphone market share based on Q2 2009 unit shipments : "Nokia maintains global lead, although its performance varies by region.Touchscreens become the preferred interface, representing 40% of all shipments. Apple’s success continues, as the iPhone takes 23% of the North American market. But RIM continues to gain share, succeeding with its push into the consumer market. Finally, Operating system choices are proliferating, primarily at Microsoft’s expense" are the main findings.
On September 2-3, Nokia held its Nokia World conference -- the biggest annual event for the Finnish giant -- in Stuttgart, Germany. Several announcements were made, including forays into new business areas for the company: the launch of a connected mini-PC called Booklet 3G and the start of a promising financial service called Nokia Money (based on Obopay’s mobile payment platform). On the "handset" side, Nokia is focusing innovation on the successful smartphones market, and its Ovi platform is now open to developers.
It’s all over the press this week: The Wall Street Journal will start asking for money to read its stories on BlackBerrys, iPhones and other mobile devices. It is working against a trend that shows that media companies are massively embracing mobile devices, but few dare to ask money for their news applications.
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:
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.
The good news is that media are massively “embracing the iPhone”, the worrying aspect is that not a lot dare to ask money for their applications. Following the announcement mid-July by Apple that customers have downloaded more than 1.5 billion applications in just one year from its App Store (the largest applications store with more than 65,000 apps), Ben Lorica, Senior Analyst at O'Reilly Media, checked the data warehouse of all apps available in the U.S. iTunes app store that O’Reilly maintains.
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”.
In U.S, Android, with its open platform, appears to have the best chance of mounting a comeback against Apple's platform. “With a wave of 18 more Android handsets shipping in 2009, the chase pack is growing and looking for signs of fatigue from the leader” reports Peter Farago, Vice-president marketing of Flurry.
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.
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.
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.
After weeks, if not months, of continuous rumours and leaks, last night Apple unveiled its new iPhone, the 3GS, the "S" standing for speed, as the company claims its new model is twice as fast as its previous one. Among the improvements, a three-megapixel camera and the possibility to take video, as well as a landscape keyboard and copy, cut-and-paste functionalities. Did it live up to its hype? Your take.
See iPhone 3GS description in Apple’s official site
The Associated Press announced early this week the availability of an AP Mobile news widget preloaded or available for download on the new Nokia N97 mobile computer, as part of its strategy to be present with quality and up-to-date news on all major mobile operating systems – and all over the world.
AP Mobile for the Nokia N97 enables users to choose their news, offering personalised delivery of content.
AdMob, a company that serves graphical banner and text link ads on mobile web pages for more than 6000 publishers all over the world, just released its April 2009 report that offers a number of insights and trends regarding mobiles. Based on its own data, the AdMob April report compares market share of smartphones sold by operating system (OS) to that of mobile web and application usage in the AdMob network, as well as smartphone browsing of mobile websites vs. smartphone browsing of HTML sites.
Now that the debate about micropayments for online content is back and at full steam, USA Today Publisher David Hunke thinks mobile news is ideally suited for this strategy as well, reports AP. “I’m not sure we realized what we had,” he said about the successful iPhone application of the daily. “I think that is a value readers will be willing to pay for.”
“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.
Awards in more than 30 categories of mobile applications were presented at the First Annual Mobie Awards in New York on 18 March. The Awards were held in association with ThinkMobile, 18-19 March, a major mobile conference and expo produced by Mediabistro.com (a division of Jupitermedia Corporation). Among the winners, The New York Times took tops in the News category and Bloomberg Mobile in Finance.
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.
The iPad is a crystal clear reminder of the news industry's failure to produce an effective news show online. The challenge facing newspapers today is not only to embrace the iPad's abilities in sophisticated apps, but to learn how to turn links into a consistent, continuous news show across all devices: web, mobile, and tablet. As the eyeballs leave the newspapers' web sites, this can be a major step in bringing them back.
Advertisement Space
English
Français
Deutsch
Русский
