- Android apps are growing in popularity, with Sanoma creating over 80 apps for Android and other platforms in 2011. This includes kids apps, magazine apps, shopping guides and more.
- Sanoma's app program has been successful, with over 1.1 million downloads and €800,000 in revenues by the end of 2010. Downloads and revenues continue growing.
- Lessons learned from creating over 40 apps in 2010 include owning property rights, designing for touchscreens instead of clicks, getting feedback, and leveraging the App Store and Android Market distribution.
5. 1 in 3 people now have a smartphone;
in 2012: 1 in 2
% Smartphone adoption by market
NL
NL data: telecompaper
6. Mobile internet usage booming,
driven by proliferation of apps
NU.nl mobile pageviews
200,000,000
Android
150,000,000
100,000,000
iPhone
50,000,000
m.nu.nl
0
May-09
Jun-09
Jul-09
Aug-09
Sep-09
Oct-09
Nov-09
Dec-09
Jan-10
Feb-10
Mar-10
Apr-10
May-10
Jun-10
Jul-10
Aug-10
Sep-10
Oct-10
Nov-10
Dec-10
Jan-11
Feb-11
Mar-11
Source: Sanoma Media
7. Why Apps?
•Developers community: 350.000 apps
•Easy discovery and installation: App Store
•One click payment: iTunes
•Customizable: Personal, Social
•Esthetic Experience: Apple UI
•Speed and accessibility
•Native use of device capabilities: GPS, compass,
accelerometer, tilt-sensor, microphone, camera
8. the Dutch iPhone user*
Male Female
<25 25-44 >44
<HBO HBO/WO
0 0.25 0.5 0.75 1
* based on NU iPhone App users survey (Q3, 2010) Source: Sanoma Media
9. Mobile advertising growing up
US mobile advertising spend (USD mln)
3000
2000
1000
0
2009 2010 2011 2012 2013 2014
Source: eMarketer, Sep 2010
10. Mobile advertising growing up
! &
Mobile messaging Mobile search Mobile display ads Mobile video
Time targeting Device targeting Content targeting Location targeting
Click to call Click to App Store Request form Coupon Click to buy
12. A new category of comfortable
computing devices
Entertainment/ Information/ Entertainment/ Communication/
Inspiration Productivity Creation Monitoring
XL form Short form Medium form XS form
Push Pull Pull Push
TV/DVD/iTV Software/ Websites Apps/Websites Apps/Widgets
Movies/ Search/Social/ Ebooks/Photos/ Music/
VideoGames Video Video CasualGames
Hours Hours Quarters Minutes
13. iPad selling faster than iPhone
15 mln iPads sold in 3 quarters*, >300.000 in NL
40,000,000
30,000,000
20,000,000
10,000,000
Actual sales
Analyst projections
0
Apr-10 Jul-10 Oct-10 Dec-10 Apr-11 Jul-11 Sep-11 Dec-11
* vs. 4 mln iPhones in first 3 quarters
15. the Dutch iPad user:
men, 25-44, well educated
Male Female
<25 25-44 >44
<HBO HBO/WO
0 0.25 0.5 0.75 1
* based on NU iPad App users survey (Q3 2010, n=5000) Source: Sanoma Media
16. the Dutch iPad user:
uses it every day, an hour per day
<15 min.
once a day or less
>3 hrs 15-30 min
2-3 hrs
30 min - 1 hr
30%
1-2 hrs
more than once a day 32%
94%
Source: Sanoma Media
17. the Dutch iPad user:
uses it everywhere at home
0% 25% 50% 75% 100%
2/3 shares it with partner, 1/2 with kids
Source: Sanoma Media
18. the Dutch iPad user:
uses it for rich media consumption
News
Browse web
Search
Email
Games
TV/video
Photos
Social networking/blogging
Reading magazines
Reading books
Notes / word processing
Music
Shopping
Business presentations
Chat / messenging
Drawing / image processing
0 25 50 75 100
Often Sometimes
Source: Sanoma Media
26. Part I: A New Dawn
Speed up Create
investment scale
Build-up of
Learning
internal
by doing
expertise
27. Speed up Fund &
investment guide
Create
Share
Part I: A New Dawn
concepts scale
& code
2010:
>40 apps
Measure
& Learn Develop
Learning & market Build-up of
by doing internal
expertise