A second view on content, media and advertising for iPad and tablet devices in general. What is it all about and how can it affect our way of looking at media consumption.
Presented at the Digital Marketing seminar for the Marketing Foundation in Belgium.
8. DEAR IPAD USER,
HAVE YOU LOOKED IN
THE MIRROR LATELY ?
“iPad user are Selfish, unkind,
over-achieving and power-hungry”
Yeah. Yeah.
Source: Wired, August 2010
9. The tablet is the first lean
back, lean forward device.
18. iOS users have the widest choice
Number of mobile apps available (paid & free), in thousands
285 130 27 13 10
Nokia BlackBerry
19. 2. A second view on Content
Inside Out the Newsroom
20. From Morning Paper to News Brand
always up to date
quick scan iinteractivity internet reference
morning paper quick scan quick scan
news overview on the move reading moment on the move backgrounds and analysis
reading moment breaking news information search breaking news reading moment
07:00
24:00
getting up commute work or school break work or school evening
and relax
breakfast
21. Third Window or 3rd Dimension
paper internet and tablets
mobile (internet)
• news overview • alerts • current affairs and
• background and • breaking news backgrounds
analysis • geolocal info • infographics
• that day’s debate or • archives • video
hot topic • reference • interactivity
• interactivity
22. Redefining content for different dimensions
‣ Adapting to new media ‘consumption’ behaviour
‣ Profiled advertising
23. Key Success Elements for reader
richness of the
content offer
open platform
different platforms of choice
experience
ease of use, always-on connectivity
and providing an unique experience
24. Key Success Elements for publisher
profitable pricing a premium price for
model premium content
control the value chain
keep the customer
for subscriptions and profiled
relationship
advertising in the future
multi-platform keep you independence and
have the opportunity to earn the
investments back by leveraging
on different platforms