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The rise of mobile
Steve Wing
Guardian News & Media
1. Growth
2. Demand
3. Ubiquity
3. Ubiquity
3. Ubiquity
4. Expectations
5. Expectations
5. Expectations
5. Expectations
5. Revenue
We’ve come a long way, baby
Growth
Demand
Ubiquity
Expectations
Revenue
Accelerated:
1821
1996
2006
2010
Now
Emily Bell, director of digital content, Guardian News and Media
The idea that the internet looks like a computer screen is long over. It looks increasingly like a mobile phone with a touch screen...
It’s only just beginning
Key principles
Browser
Broadcast & free
Ad funded
Accessible to all
Optimized for some
Depth and Breadth
Relevant
Discoverable
Key principles
Browser App
Broadcast & free Narrowcast
Ad funded Paid and Free
Accessible to all Best of Breed
Optimized for some Customizable
Depth and Breadth Utility
Relevant Vertical
Discoverable API developed
Key principles
Thinking it through
Optimizing the experience
Results?
1,100,000
monthly unique users
8.7 millionmonthly
impressions
Source: Omniture Site Catalyst (Feb 2010)
Results?
Source: Omniture SiteCatalyst
"A smart, flexible and stylish way to access a great digital brand on the move."
- Wired.co.uk
100,000+
downloads by end of Feb ‘10
91,000 Active users (Feb)
Results?
guardian.co.uk
Audio
Video
m.guardian.co.uk
iPhone App
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
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% o
f to
tal v
iew
s/li
ste
ns
Guardian digital content accessed by time of day (weekday)
Source: Omniture SiteCatalyst, 1 – 17 March 2010
Multiple touchpoints
Swine flu
Keyword page
Twitter updates
Content partnership with BMJ
Audio
Video Open platform API
Live blogs
Comment
Mobile siteiPhone app
Newspapers
Multiple platforms
Twitter fall
Mobile
Photo evidence from Tehran and G20
Ian Tomlinson video, G20
10:10 campaign
Guardian Local
‘Your pictures’
Twitter outcry over Trafigura
Role of mobile?
Challenges
Source: Wordle
Speed of change
Fragmentation
Prioritization
Integration
Finally
Too compelling to ignore
Expectations are changing. Fast
Big challenges & even bigger opportunities
The beginning of forever
Finally