Looking througha black mirror.

A second view on content, media & advertising.

by @ndecrock and @cvanrhijn

First view on ‘The Tablet’A lean mean mobile machine

November 192007

August2010

3.000.000 Kindles630.000 book titles

The story starts on

Kindle was in 2009 the bestselling product of

Amazon. For the first time the webshop sold more e-books

than paper books.

April2010

August2010

3.500.000 iPads25.000 apps

In it broke through.

3,3 million iPads sold in three monthsNumber of days it took to reach 1 mio units sold

Don’t compare a watch with a time machine.

“iPad user are Selfish, unkind,over-achieving and power-hungry”

DEAR IPAD USER,HAVE YOU LOOKED IN THE MIRROR LATELY ?

Source: Wired, August 2010

Yeah. Yeah.

The tablet is the first lean back, lean forward device.

ReadingWatchingWorkingBrowsingLearningGamingCommunicating

✓✓✓✓✓✓✓

iPad is not used like a desktop PC

Evening iPad reading on a sofaDifferent usage in comparison to smartphones

iPad Consumer Usage Study

0% 10% 20% 30% 40%

31%

26%

24%

12%

7%

iPad preferred method of reading newspapers and magazines

e-Reader Mobile phone Print Laptop/PC iPad

Source: Cooper Murphy Webb, 2010

iPad Consumer Usage Study

0% 12,5% 25% 37,5% 50%

41%

12%

36%

4%

7%

iPad preferred method of reading books

e-Reader Mobile phone Print Laptop/PC iPad

Source: Cooper Murphy Webb, 2010

So, it’s better than a newspaper huh ?

But it’s the apps, stupid.

Source: MobClix index, July 2010

iOS users have the widest choiceNumber of mobile apps available (paid & free), in thousands

27285 130 13 10Nokia BlackBerry

2. A second view on ContentInside Out the Newsroom

always up to date

07:00

24:00

From Morning Paper to News Brand

morning paperinternet

information search

quick scan quick scanquick scanon the move on the move

breaking newsreading momentreading moment backgrounds and analysis

reading moment

iinteractivity

breaking news

reference

news overview

getting up and

breakfast

commute work or school break eveningrelax

work or school

• news overview

• background and analysis

• that day’s debate or

hot topic

• current affairs and

backgrounds

• infographics

• video

• interactivity

paper internet and mobile (internet)

tablets

• alerts

• breaking news

• geolocal info

• archives

• reference

• interactivity

Third Window or 3rd Dimension

Redefining content for different dimensions‣ Adapting to new media ‘consumption’ behaviour‣ Profiled advertising

experienceease of use, always-on connectivity and providing an unique experience

Key Success Elements for reader

richness of the content offer

open platformdifferent platforms of choice

profitable pricing model

a premium price for premium content

control the value chain

for subscriptions and profiled advertising in the future

keep the customer relationship

multi-platform keep you independence and have the opportunity to earn the investments back by leveraging on different platforms

Key Success Elements for publisher

The ‘not invented here syndrome’ is gone. Finally.

3. A second viewon media & advertising.

A second view watching that other lean back medium. TV.

Lean back + lean back = content2

Watch F1 drivers LIVE from the iPad

Formula One 2010 Timing and Track Positioning Application

Interact with exclusive ‘synced’ content

ABC's My Generation Sync

Advertisers will like their glossy ads.

Advertisers like their ads to be exclusive.

Sponsoring is back in business. Free apps thx to advertisers.

Advertisers will like their ads BIG.

Extra large !

Advertisers (and consumers) will like their interactive ads.

30 seconds= user interaction with online ad on iPad

6 x= six times longer than an ad on desktop PC

Introducing:Lean Back Power

live profiling> one2one

opportunities

x

local

Beware of the (r)Evolution in Media Land

> >

global

“iAd will turn the world of mobile advertising upside down"

Rob Master,North American Media Director of Unilever.

One more thing:The Tablet means business.

The first real b2B mobile device

Improve Product Demos • Trade Show Info Capture • More Multimedia Content

1 out of 5US doctors wants

to buy iPad

x

But, no need to rush

It has only begun.

Thanks for looking throughthe black mirror.

@ndecrock and @cvanrhijn