Roughly about +50 newspapers in USA want to embrace mobile in the next 3 months. This webinar held on February 2, 2011 by Endeavour - The Mobility Company, provides insights on Mobility's role in Print Media. For more details, visit techendeavour.com

1. Revolutionizing Print & Media
Through New Form Factor
Devices – A Webinar
Avinash Misra
CEO – Endeavour Software Technologies
avinash@techendeavour.com
February 02, 2011

2. Agenda
1. Mobile app market & mobile devices trend
2. First and second generation apps
3. Value creation in digital advertisement
4. New revenue generator for media and publication companies
Total Duration : 1 Hour
Presentation : 45 min
Q&A : 15 min

3. Mobile Application Trends
 4 Billion mobile phones are our target
 May 2008 – the global mobility flipping point – no other medium has this kind of reach
 Mobile Apps dictate the choice of mobile OS
 The app race has caused mobile OS to consider Apps as central to their existence
 According to Nielsen, 74 percent of iPhone and Android owners say they make use of apps
 According to Gartner – Tablets to redefine mobility yet again
 Most popular category is Books with over 56,000 active titles on iPhone Appstore
 Connected TV though nascent today but cannot be neglected Mobile OS No of Apps
iPhone 367,000
 Apple is planning a new category for magazines
Android 110,000
 Richard Branson launches iPad only magazine which is highly interactive – Nov 2010
 New Corp launching iPad only newspaper today – Feb 02, 2011 with a budget of $30 Million

4. Mobile Device Usage Pattern
Mobile Device Usage Pattern
84%
90% 74% 69%
80% 64% 62%
70%
60% 47%
50%
40%
30%
20%
10%
0%
% of Users
Source: compete.com (n=1260)

5. Mobile devices overtaking PCs
Shipments per Quarter
90
80
70
60
in million
50
40
30
20
10
0
Q1 2010 Q2 2010 Q3 2010
PC Smartphones Smartphones +iPad,iPods iPad, iPad
Source: IDS Aug 2010
 Smartphones growing at 63% this year
 iPad Sales Rate Hits 4.5 Million per Quarter
 Over 60 tablets to be launched in 2011
Source: IDC Aug 2010

6. 60+ upcoming tablets in 2011
Manufacturer Model Manufacturer Model
Acer Iconia tab a500 Panasonic VieraTablet
AOC Breeze Rullingnet Vinci
Aluratek Cinepad Samsung Galaxy Tab WiFi
Archos 101 toshiba Toshiba Tablet
Asus Eee Pad Slider Velocity Micro Cruz tablet
Asus Eee Pad MeMo Velocity Micro Cruz tablet
Asus Eee Pad Transformer Velocity Micro Cruz tablet
Augen Doppio Viewsonic ViewPad 10s
Augen Espresso Viliv X10
Augen Latte Vilix X7
Augen Latte Grand Vizio Vizio (Via) Tablet
Azpen tablet Samsung Galaxy Tab 4G
Dell Streak 10 Viewsonic ViewPad 10
Dell Streak 7 Kno single screen
eFun Nextbook Next4 Kno dual-screen
eFun Nextbook Next6 BlackBerry PlayBook
Enspert Identity Tab E201 Pandigital Multimedia Novel
Enspert Identity Tab E301 Pandigital Multimedia Novel
Lenovo LePad PocketBook-USA, Inc. 902/903
LG Optimus tablet PocketBook-USA, Inc. 602/603
LG T-mobile G-Slate PocketBook-USA, Inc. 701 IQ
Motorola Xoom Freescale 24 different models
Entourage Pocket eDGe Acer Iconia W7 tablet
MSI WindPad 100A Asus Eee Slate EP121
MSI Kid Pad Azpen tablet
NEC Cloud Communicator LT-W Sharp Galapogas E-media Tablet
Gajah International multiple e-Readers Sharp Galapogas E-media Tablet
Hanvon WISEreader N500 Fujitsu unnamed Windows 7 tablet
Hanvon WISEreader N618 Fujitsu Lifebook T901
Hanvon WISEreader N628 Lenovo Windows7 slate
Hanvon WISEreader N638 Motion Computing CL900
Hanvon WISEreader N800 MSI WindPad 100W
iRiver StoryHD Netbook Navigator Nav7
Key Ingredient Demy OpenPeak OpenTablet 10
notion ink adam tablet Panasonic VieraTablet

7. The last impact on print and media
– The Web
• Media and Publication still adapting to the influence of the web
• Wall street journal , The time of London , Sunday Times have installed Pay Walls
• Pay walls caused 99% of the readership to disappear at the London times
• Online advertizing revenues will eclipse news paper/magazine advertizing revenues
for the first time in 2011
Lessons
• Forget about being a destination – be where people are.
• ALL media is social – the value of the community is immense
• Use all tools – even if you don’t own them. Daily deals on newsites from
Groupon/Tippr is a great example.
• Don’t pave cart paths – i.e. don’t dump existing content to devices, rather leverage
the new channel for its new features
• Be prepared to “burn the boats” – Christian Science Monitor and some others have
completely shut down their print operations.

8. Print media Subscriber Target
Mobile Eyeballs = Unprecedented Revenue Potential
Medium of Addressable Future Growth Explanation
Content Market Size (M) Market
Paper Based 100 Low Distribution
Reach. City
concentrated
PC Based 1300 Medium Worldwide PC
user.
Mobile Based 5000 Exponential Worldwide
Growth including tablets
 Mobile based content is the way moving forward
 Cost effective and highly scalable
Source: Gartner 2009, Informa, Survey

9. Two waves of mobilization in print
media
First Wave – Mobile devices / Smartphones – Utilitarian
Second Wave – Mobile devices / Tablets – Immersive
Media and Publication companies cannot afford to ignore the new form factors
to provide rich content , immersive experience

10. Why Mobility for Print / Magazines
For the Publishers
• The audience is Mobile! " In a recent survey, 90% of digital
magazine readers reported taking action
• Tracking Mechanism to know what your readers liked with an advertised product or service, with
• Social Integration the majority - 65% - visiting the
• Link Readers directly to Advertisers advertiser's web site instantly.“ - Gartner
• Click Based Advertisement
• Not a simple translation to Mobile
• Need both creative and technical inputs

11. iPad Digital Sales of Magazine
iPad sales of Wired, GQ and Glamour are all flat for the last six months
Lesson : Simply replicating print editorial in digital formats will not sustain
magazine publishing

12. Tablet - The New Form Factor
250+ Magazine
Related Apps
Available on
iTunes

13. Digital Magazines need to get
richer as the mobilize
• Greater Engagement, Immersion
• Reach a larger audience
• Extended Advertising Opportunity
• Engaging Ads with Videos
• Know Your Readers Better
• Clarity, Readability
• Direct Access to Index/ Search /
compelling human interactions
• Interactive Social Community
• Live Feeds
• True to print sections
• Finally, Audio-Video-Imagery-Text
interplay – tell a more compelling
story
The Digital Future is Mobile!
But only if Utilitarian and Immersive are both catered to.

14. Magazine positioning Apps
Marketing both
editions when digital
content is around
20% different Enhancing photography with video
Focused magazines are
bringing in stickiness by linking tips
reader needs to content –
Premier Guitar

15. Magazines positioning Apps
Vogue magazine co-branding
with style.com mobile mall
C&D - Archived Info
DC - premium content priced categorized
individually

16. Time Magazine
• 1st generation App on all leading
platforms
• Local Library to read offline/archive
content
• Widget based - customize what the
reader wants to see
• Video content
• Social Networking
• Free app

17. Wired Magazine
• Emphasis on videos and
exclusive video content
• Exclusive interviews
• à la carte purchase of
content
• Free app but paid content

18. Wall Street Journal
• Essential News and
Information
• Real-time Feed
• Customized content
• Save Articles locally
• Banner Ads
• Free app

19. Motor Trend Magazine
Key Features
• Map integration
• Buddy tracker – Trail Tracker
• My trip summary
• Additional first drives and road tests not available in the print edition
• Live news feed from the global resources of MOTOR TREND

20. Leanings from the current trend
• Magazine Apps/ Mobile device editions are building much more interlinked –
immersive content
• Mobile App content can generate higher revenue through purchase of
selective content
• Disintermediation - Direct link between advertiser , content and reader
• New Channel , New Competition, New Opportunity. Brands which have no
prior print magazine experiences are now exploring iPad/Android device
specific magazines.
– Magazines are going global with apps - easy distribution
– Archived contents are used effectively through apps

21. Next Gen Advertisements- (AxA Ad)
 Interactive Advertisement with Audio and Video
 Location Based Advertising – Better understand of customers leads to
effective campaign
 Innovative ads which are bringing a blend of print and digital effectively
Readership is moving online and to mobile and advertisers are not far behind.

22. Catalog based Advertisement
Look no further to purchase / explore items which are displayed in various
articles – simpler linking , greater immersion
Example: Interior decors used in the articles are listed in a catalog for
purchase through Mobile

23. Super app Mobile Advertisement
Functions
A combination of following
 Device Camera and Location - Augmented Reality
 Interactive Videos
 Location Based, Hyper Local Advertising
 Idle Screen Advertisement
 Application
 Digital Coupons
 Virtual Loyalty Points
 Special offers
 Catalog
 Store Locator
 Stickiness around Brand eg. Games, Quiz

24. Revenue streams for print media
industry extending to mobile device?
Activity Description
App revenue Similar content can bring in revenues apart from print edition. However
this is only possible for specialized content.
Mobile Ads revenue – 3rd party Revenue generated from integrating 3rd party ad engines
Mobile Ad revenues – linked to print editions Ads currently placed in magazines can be extended to mobile devices
mCommerce Selling products within the app
Content Creative content for the new form factor
Many reports suggest digital edition revenue are catching up print edition
revenue in certain content areas

25. Mobilizing print media - Channel /
application options
Features Generic Mobile Apps Customized Mobile
Apps
Digital Media Platform Ready to Deploy in few mobile OS Ready to Deploy on all major platforms –
platforms but takes longer
Flexibility Predefined Template Completely Customizable
Video and Audio Yes, but not tweaked for Phone model Optimized videos for various models
specific
Integrating Camera, LBS, compass, AR Not possible Much more richness possible
Blogs, Photos Some Extend Highly Customized
Catalog and Stores May not support Robust with CMS integration
Services to Monitor UGC Available Available
Extending the same platform for internal Not possible Can be customized based specific
use needs

26. What are the print media’s options
towards mobilization?
• Relevant touch based content
• Interactive content
• Revenue generations
• Devices to target
• Native device functions
• And many more such decision points…..
What is actually needed is an over all Mobile Strategy !

27. Need for Mobility Strategy for Print and
Media players
• What should go-to-mobile strategy for short term, medium term and long term?
• Multi mobile platform support and strategy?
• Thin application vs. Thick client mobile application vs. content distribution framework?
• Tablets, Smartphones, iPTv ….
• Mobile Advertisements - provision adverts using mobile platform?
• Options and selection of pricing models?
• Competitor Study and Analysis? Models?
• Mobile Infrastructure & technology requirements and support?
• User Experience Design Guidelines?
• Application possibilities quick wins / short term / medium term / long term platform?
• Security considerations for the online content distribution?
• Mobility strategy and roadmap

28. Thank You
+44 20 7193 0986 (UK)
+1 214 306 6848 (US)
info@techendeavour.com
www.techendeavour.com