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Case De Standaard hd on iPad
1. 1
Delight your Readers with a
Tablet Optimised Newspaper
- Case Study: De Standaard HD -
Danny Lein
CEO
Twipe Mobile Solutions
@TwipeMobile
DME 2012. London, United Kingdom
April 18th, 2012
2. 2
Delight your Readers with a Tablet Optimised Newspaper
Case Study: De Standaard HD
Why? Growth and market leadership through innovation
• What? Offer a Tablet Optimised Version of the newspaper
• How? Fast time-to-market using Twipe Publishing Platform
• How much? 160% increase in digital subscriptions
3. 3
De Standaard: 10 years of sustained growth
Evolution of paid circulation
4. 4
Delight your Readers with a Tablet Optimised Newspaper
Case Study: De Standaard HD
• Why? Growth and market leadership through innovation
• What? Offer a Tablet Optimised Version of the newspaper
• How? Fast time-to-market using Twipe Publishing Platform
• How much? 160% increase in digital subscriptions
5. 5
Summer 2010 – Launch iPad version 1.0
Key facts & figures:
• 1st to market (5 months before
competitor)
• Replica PDF-version + extra features like
EyeWitness
• 50 % increase in digital subscriptions
• Reader research: 88 % satisfied – very
satisfied
• The ‘best sold app in the world’ in
Belgium (beating Angry Birds)
6. 6
What should De Standaard HD look and feel like?
• First of all: Newspaper, not a website
• Have all the key elements of De Standaard newspaper:
– Beginning and an end
– Look and feel, typography, rhythm and hierarchy of DS
– Best possible navigation, indication of weight and importance
– Serendipity
BUT this time tablet optimised:
– Without pinch-and-zoom, but touch and swipe enabled
– With extra’s: multiple photo’s, video’s, infographics,…
– Some sexiness wouldn’t hurt either
• Last but not least: Keep our readers happy!
– Create a ‘wow!’ user experience
14. 14
Delight your Readers with a Tablet Optimised Newspaper
Case Study: De Standaard
• Why? Growth and market leadership through innovation
• What? Offer a Tablet Optimised Version of the newspaper
• How? Fast time-to-market using Twipe Publishing Platform
• How much? 160% increase in digital subscriptions
15. 15
About Twipe
Brief history
• 2008: first mobile site for De Standaard
• 2009: first iPhone app De Standaard
• 2010: first iPad app De Standaard
• 2011: Het Nieuwsblad, L’Avenir, HUMO, NRC
Handesblad
• 2012: Gazet Van Antwerpen, Het Belang van
Limburg, …
Company:
• Separate company founded in 08/2011;
previously app division of MobileWeb
16. 16
Mission of Twipe
• To offer best-in-class newspaper and media
apps on a cloud based publishing platform
• Key differentiators:
– Design: user experience and usability
– Technology: “out-of-the-box” solution based on
standard modules
17. 17
Fast time-to market
Concept and Testing and roll-
Implementation
Scope out
• Content export • Template • Beta testing
• Newspaper Look development • Training
and feel • Template Editor • Launch
• Template design • Back-end • Iterate
processes
3-4 months
19. 19
Twipe Mobile Publishing Platform
• Custom Apps for smartphones and tablets
– Newspaper look and feel
– User experience
– Design
• Out-of-the box technical platform (SaaS)
– Standard modules
– Integrated central platform
– Scalable and reliable
20. 20
More than 500.000 publication downloads per month
Publication Downloads
600000
500000
400000
300000
200000
100000
0
sept.-07 oct.-07 nov.-07 déc.-07 janv.-08
21. 21
Twipe Template Editor
Only 2-3 hours needed to create a newspaper tablet version
26. 26
Delight your Readers with a Tablet Optimised Newspaper
Case Study: De Standaard HD
• Why? Growth and market leadership through innovation
• What? Offer a Tablet Optimised Version of the newspaper
• How? Fast time-to-market using Twipe Publishing Platform
• How much? 160% increase in digital subscriptions
27. 27
Delighted customer feedback
• Positive user ratings
• Twitter comments
« For DS HD I am happy to pay 5€/week.
Such a pleasure to read. I am really impressed! »
« This is exactly what I expect
from a newspaper on iPad! »
28. 28
Significant impact on app & newspaper downloads
Launch with 1 month
free trial sponsored
by ING
+46%
Number of paid
August
newspaper downloads
29. 29
Strong increase in newspaper
downloads in only 3 months time
6.000 Free launch
offer
5.000
+160%
4.000
3.000
2.000
1.000
0
augustus september oktober november december
30. 30
iTunes Subscriptions: continuous
growth, high opt-in and retention rates
76%
opt-in
