1. 10 – 12 October 2011, Vienna, Reed Messe Wien
Media Port
Session: Mobile Publishing Business
Title: Mobile apps
Speaker: Ronald Schwärzler, Member of the Board and Senior Executive,
Kurier, Austria

2. Mobile apps – opportunity for print
publishers in a digital media world
Ronald Schwärzler
10th October 2011

3. Future of newspapers and the Internet
Skandinavischer Markt: Zeitungsleser
- declining newspaper readership, with significant
decreases in some OECD countries.
- newspaper readership is usually lower among
younger people who tend to attribute less
importance to print media.
Source: OECD Studie 2007 – 2009, http://www.oecd.org/document/48/0,3343,en_2649_33703_45449136_1_1_1_1,00.html

4. OECD report: Estimated newspaper publishing
market decline
Austria 2%
Australia 3%
France 4%
Mexico 5%
Denmark 6%
Netherlands 6%
Czech Rep. 6%
Korea 6%
Portugal 7%
Sweden 7%
Finland 7%
Belgium 8%
Switzerland 8%
Norway 8%
Hungary 9%
Germany 10 %
Ireland 10 %
Poland 11 %
New Zealand 13 %
Japan 15 %
Turkey 16 %
Spain 16 %
Canada 17 %
Italy 18 %
Greece 20 %
UK 21 %
USA 30 %
0% 5% 10 % 15 % 20 % 25 % 30 % 35 %
Source: OECD Studie 2007 – 2009, http://www.oecd.org/document/48/0,3343,en_2649_33703_45449136_1_1_1_1,00.html

5. Example: Scandinavia
Daily readers
incl. free newspapers
- Daily readers
excl. free newspapers
Difference

6. Example: Austria
100 %
95 %
90 %
85 %
80 %
75 %
70 %
65 %
60 %
55 %
50 %
MA MA MA MA MA MA MA MA MA MA MA MA MA MA MA MA MA MA MA
93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11
Source: Media Analyse 10/11

7. Projection 2015:
More mobile-Users than Desktop-Users
Source: Morgan Stanley Research

8. Mobile market – a must-have (not only) for print
- 5 billion mobile phones (worldwide)
- most pesonal media
- availability: in every trouser pocket and handbag
- fastest way to communicate bidirectionally
- payment-option and the willingness of users to pay via
mobile phone

9. Smartphone statistics and market outlook
- the worldwide mobile phone market
has already been established
- The smartphone market is growing
- Publisher have still the chance to
assure their position in this fast growing
sector
- and monetize their mobile sites or apps

10. Showcase: Aftonbladet
− Aftonbladet is Scandinavia’s biggest
newspaper in various channels: print,
online und mobile
− At the beginning of 2010 the online
newspaper reached a milestone five
million unique users every week.
− 300% increase of mobile reach - 600.000
unique users every week during last year

11. Key Learnings
- there is no „killer application“ – focus on your „killer business ideas“
- make it reachable from all channels
- do a small amount of functionality – do it well
- to control the revenues we have to take control over our parts of the eco-system:
publishing distribution
direct relationship to customer

12. Showcase: KURIER Newspaper App
Key learnings:
 offer various content applications
 rich embedded multimedia and
 updating with breaking news
 for all available devices
(iPhone, iPad, Android, …)
 paid content strategy
 relationship to the customer/ user

13. Showcase: KURIER Newspaper App
KURIER Bookshelf:
 local editions of the newspaper
 new digital ad for self promotion or
breaking news

14. Showcase: KURIER Newspaper App
 optimized version of article for
mobile device
 enriched with multimedia links
 e-mail option

15. Showcase: KURIER newspaper App
 one picture in the newspaper
 multiple pictures in additional galleries

16. Showcase: KURIER Newspaper App
 video embedded into the article

17. Showcase: KURIER Newspaper App
 additional digital
tablet ads

18. APA White-Label-App V3.0 for Tablet-PC
Enhanced features:
 editors choice
 additional content is also
available in offline mode
 personal archive
 social media sharing-options
 search within publications
 remembering list
 full screen view of articles,
"next article" function

19. iPad Apps Top-Charts: Downloads
 KURIER-App – download for free
 Category News
 Top-Position – Version V2.200
available, over 50% Update-Quota
within 1 week

20. iPad Apps Top-Charts: Highest (inApp-)Selling
 KURIER-App – download for free
 Top-Position for weeks in the iTunes
Store Top 10 Apps – Turnover
 Category News

21. iPhone Apps Top-Charts: Paid
 KURIER.at App costs EUR 1,59.-
 Top-Position for weeks in the iTunes
Store Top 10 Apps – Paid
 Category News

22. iPhone Apps Top-Charts: Highest Turnover
 Top-Position for weeks in the iTunes
Store Top 10 Apps – Turnover
 Category News

24. Thank you!
Ronald Schwärzler
ronald.schwaerzler@KURIER.at
Consultant NewMedia
ronald@schwaerzler.com