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The rise of mobile Steve Wing Guardian News & Media

Steve Wing

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Page 1: Steve Wing

The rise of mobile

Steve Wing

Guardian News & Media

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1. Growth

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2. Demand

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3. Ubiquity

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3. Ubiquity

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3. Ubiquity

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4. Expectations

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5. Expectations

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5. Expectations

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5. Expectations

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5. Revenue

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We’ve come a long way, baby

Growth

Demand

Ubiquity

Expectations

Revenue

Accelerated:

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1821

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1996

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2006

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2010

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Now

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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

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Key principles

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Browser

Broadcast & free

Ad funded

Accessible to all

Optimized for some

Depth and Breadth

Relevant

Discoverable

Key principles

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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

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Thinking it through

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Optimizing the experience

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Results?

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1,100,000

monthly unique users

8.7 millionmonthly

impressions

Source: Omniture Site Catalyst (Feb 2010)

Results?

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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?

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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

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Swine flu

Keyword page

Twitter updates

Content partnership with BMJ

Audio

Video Open platform API

Live blogs

Comment

Mobile siteiPhone app

Newspapers

Multiple platforms

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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?

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Challenges

Source: Wordle

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Speed of change

Fragmentation

Prioritization

Integration

Finally

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Too compelling to ignore

Expectations are changing. Fast

Big challenges & even bigger opportunities

The beginning of forever

Finally

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