Press - Richard Waring, Millward Brown

1. Some Thoughts from a
Research Perspective
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2. 4 Points to make:
Smart phones are Radically changing our lives Now
The Audience for newspaper consumption has never
been Greater
The audience is greatest amongst the Wealthiest
But its Digital & the consumers in Control
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3. iPods Changed Media Industry…iPhones Ramped Even Faster…
iPad Growth (3x iPhone) Leaves “Siblings” in Dust
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4. Android „Phone‟ Adoption Has Ramped Even Faster – nearly 6x iPhone
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5. Smartphone User Adoption Has Huge Upside
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6. Global Smartphone + Tablet Installed Base Should Exceed PC Installed
Base in Q2:13E
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7. Global Mobile Traffic Growing Rapidly to 13% of Internet Traffic
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8. Mobile Monetization Growing Rapidly (71% Apps, 29% Ads)
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9. Mobile Internet Usage Surpassed More Highly Monetized Desktop Internet
Usage in May, 2012, in India
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10. But Globally Press has Twice as many readers as Internet users
Audience is not the issue. Revenue model still is.
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11. And Newspaper appetite is greatest where the wealth is
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12. This is leading to a
significant shift in
consumers lives
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14. The Switch is from Asset Heavy to Asset Light
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22. But by 2015 - 85% of books will still be paper
22.

23. Magnitude of Upcoming Change Will be (is) Stunning –
We are Still in Spring Training
• Nearly Ubiquitous High-Speed Wireless Access in Developed Countries
• Unprecedented Global Technology Innovation
• Ultra Competitive Markets for Mobile Operating Systems + Devices
• Difficult ‘What Do I Have to Lose’ Economic Environment for Many
• Fearless (& Connected) Consumers
• Inexpensive Devices / Access / Services (Apps)
• Ability to Reach Millions of New Users in Record (& Accelerating) Time
• Nearly ‘Plug & Play’ Environment For Entrepreneurs – Marketplaces /
Web Services / Distributed Work / Innovative Productivity Tools / Low
‘Start Up’ Cost
• Beautiful / Relevant / Personalized Content for Consumers
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24. Some Thoughts from a
Research Perspective
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