swiss tablet trends & the codex project
DESCRIPTION
Philippe Gendret, Digital Manager Edipresse & MobiletechnicsAn update on the Codex project and current trends from Swiss Publishing Houses,TRANSCRIPT
TabletsUpgrade from Codex project Current trends from Swiss publishing house
Zürich 6th of June 2011Philippe Gendret
65% advertising decreasing ? 2-5% / year
35% readers decreasing 2-5% / year
│Web
99% advertising + 15-25% / year
│Mobile
99% advertising + 20-50%/ year
│Tabletts
99% advertising sponsoring + (print abo + free iPad access)
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Current Swiss Media House business model
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Nomads monetizations
Edipresse April 2011
│WEB
• Back to established brands for News sites
• Pay-wall = quality content = niche = ‘’quality paper’’
MOBILE
1995-2008 logos & ringstones (services + print ad)
2009- 2012 premium SMS contests- advertising paid contents 2%
2010 paid-services
premium 49%
advertising 49%
Codex = One eKiosk - multiple formats - devices download
04.0
3.20
10
4
Tre
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gung
Onl
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eize
r eR
eadi
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kt
Verlage Verlage Verlage Verlage
Endgeräte
Internet / Mobile Provider
Browser “Content Stores”
Etc.
Inhaltsangebote über verschiedene Kanäle
„CH eKiosk“
Codex project
04.0
3.20
10
5
Tre
ndta
gung
Onl
ine
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r eR
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kt
Kunde Verlage
eBooks
Content
Existierende XML Schnittstellen
Content Server
Codex Pilot-PlattformNetz
Nutzungsdaten
Web-Shop
Log-File
eReader Frontend
PC Frontend
User DB
Verschiedene Anbindungen (ePub Generierung ausprobieren
ePub
Der Pilot hilft uns, die technologischen Herausforderungen anzugehen
Wir erhalten Rückmeldungen von interessieren Testkunden Wir bauen Know-How auf für eine kommerzielle Umsetzung Wir schaffen eine Grundlage für die Diskussion mit Lieferanten
Results of 2010 Codex‘s survey
04.0
3.20
10
6
Tre
ndta
gung
Onl
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eize
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kt
Surfen, suchen, Links folgen, Lesen, Videos schauen, Fotos betrachten
Lesen
„Konvergente“ Geräte?
7
E-ink process a 10 years disappointment
Présentation Presse Suisse 23.04.2010
A4 Max 200 $
iPhone leader 95% Edipresse’s traffic
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2 to 5% for Edipresse
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In years 2005-2008 Publishers wanted to invest in radiosfor increasing their audiences in the evening !
Source: Xiti
Web = offices hoursMobile = transportation + free time
source Edipresse News websites april 2011
Which device, which content, which business model?
Présentation Presse Suisse 23.04.2010
10
Homogenous portfolio (modélisation WePad-G.Waller 15.04.2010)
Web• Free web• Freemium
web
USPInfo snacks• Actualité• Reduced
content- depth & width
Free(mium)
prix
Proche de l’expérience print
Publishers challenges
Web• Free web• Freemium
web
Mobile• apps• SMS
USPInfo snacks• Actualité• Reduced
content- depth & width
USPMobile news • Services geo• Peu de
temps/d’espace
Free(mium) Fast-forward « need »-fee
Web• Free web• Freemium
web
Mobile• apps• SMS
Web ePubl• AIR reader• eInk• flash
USPInfo snacks• Actualité• Reduced
content- depth & width
USPMobile news • Services geo• Peu de
temps/d’espace
USPlecture• Print layout• mm storytelling• ff (fast-forward)
active / search info
• lb entertainment
Free(mium) Fast-forward « need »-fee
Print ./.~20%
Web• Free web• Freemium
web
Mobile• apps• SMS
Web ePubl• AIR reader• eInk• flash
Apple ePubl• different SDKs
USPInfo snacks• Actualité• Reduced
content- depth & width
USPMobile news • Services geo• Peu de
temps/d’espace
USPlecture• Print layout• mm storytelling• ff (fast-forward)
active / search info
• lb entertainment
USPlecture• Apple brand• Device
sensuality• Ff info• lb (lean back)
entertainment
Free(mium) Fast-forward « need »-fee
Print ./.~20%
Print./.~x%
Web• Free web• Freemium
web
Mobile• apps• SMS
Web ePubl• AIR reader• eInk• flash
Apple ePubl• different SDKs
Print• journal• magazine• Livre
USPInfo snacks• Actualité• Reduced
content- depth & width
USPMobile news • Services geo• Peu de
temps/d’espace
USPlecture• Print layout• mm storytelling• ff (fast-forward)
active / search info
• lb entertainment
USPlecture• Apple brand• Device
sensuality• Ff info• lb (lean back)
entertainment
USPlecture• Sensualité du
papier• ff info• lb
entertainment• archive
Free(mium) Fast-forward « need »-fee
Print ./.~20%
Print./.~x%
Web• Free web• Freemium
web
Mobile• apps• SMS
Web ePubl• AIR reader• eInk• flash
Apple ePubl• different SDKs
Print• journal• magazine• Livre
Rich SMS ePubl• Plate forme ouverte
USPInfo snacks• Actualité• Reduced
content- depth & width
USPMobile news • Services geo• Peu de
temps/d’espace
USPlecture• Print layout• mm storytelling• ff (fast-forward)
active / search info
• lb entertainment
USPlecture• Apple brand• Device
sensuality• Ff info• lb (lean back)
entertainment
USPlecture• Sensualité du
papier• ff info• lb
entertainment• archive
USPLecture avec des services média sociaux intégrés• Social reading along
with ff & lb• Flash fascination • Recherche &
publicité individualisées
• Fonction archives
Free(mium) Fast-forward « need »-fee
Print ./.~20%
Print./.~x% Print > x%
Présentation Presse Suisse 23.04.2010
11
Paid iPad = print + web + services one App/brand
Philippe Gendret_ Actualités Digitales_26.05.2011
rédactions
webfactory
commercial
diffusion
services & technologies
Best practice
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2011: IPAD END USER PROCESS
App MobileFree
App TitleFree
Single copy
Subscription
$
Publisher
$
App MobileFree
App TitleFree
Free Content
(web)$
App CodexFree
Single copy
Subscription
$ $ 30%
+ CODEX COST
$
Single copy
Subscription
$ $
2010 2011
iPad futur business model?
Devices volume Lay-out web Volume de lecteurs Advertising Aut. Content Ergonomy Learning curve
Philippe Gendret_ Actualités Digitales_26.05.2011
Phase IFreemium
Phase IIPaid
Content monetization Lay-out print + digital Customers niche Ad + readers revenues Ergonomy
Phase III 1 Application / brand
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?
Thanks for your attention
Philippe Gendret
079.455.25.20
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Philippe Gendret_ Actualités Digitales_26.05.2011