BILD goes App - Axel Springer

BILD goes App
Donata Hopfen, Managing Director BILD digital
Capital Markets Day, December 10, 2010, Berlin
BILD is the leading media brand in Germany
in print and across all digital platforms
2
Print
Online
WAP
iPhone
iPad
1952
1996
2007
2009
2010
Dec. 10, 2010
BILD goes App
BILD reaches the user on every digital
internet-enabled device
3
Dec. 10, 2010
BILD goes App
An individual story-telling on every device is
crucial for the success of the different products
4
Dec. 10, 2010
BILD goes App
Definition of the term „App“
ƒ Locally stored Uniform Resource Identifier (URI)
Bookmark
ƒ Allows the user to save defined URLs as favourite
ƒ Dynamic bookmarks allow to save RSS-Feeds
WAP
(Wireless
Application
Protocol)
5
ƒ Makes online content available for mobiles (slower transfer rate,
longer answer times and smaller displays than in www)
ƒ WAP supports push services
App
ƒ App is computer software designed to help the user to perform
specific tasks
(Application)
ƒ But: App is used as synonym for modern smart phone software
available in online shops integrated in the operating system
Dec. 10, 2010
BILD goes App
Premium content strategy started with Apple‘s
iPhone
High market share of iPhone
High and rising share
of visits on BILDmobil
portal from iPhone
Visits on BILDmobil portal
per mobile type1)
Other
42%
iPhone 33%
Jan. 09
Oct. 09
Willingness to pay
High willingness to pay for
premium content on mobile
devices
App sales Germany2)
Existent infrastructure
Apple store with ideal infrastructure
for premium content, accessible with
easy payment method
1) Source:
2) Source:
Nedstat
Bitkom
6
Dec. 10, 2010
BILD goes App
+81%
2009
2010e
Start of premium
content strategy
with iPhone App
iPhone App with various device-optimized
features
iBILD-View
(innovative, graphic
navigation)
Current news from all
channels, weather,
horoscope, traffic
news…
Push services and live
ticker for news and
soccer
Multimedia: videos
und photo galleries
“BILD Girl to shake”
+ BILD as a PDF at 10 pm the day before
+ Multimedia alarm clock
+ Personalized homepage and regional news
7
Dec. 10, 2010
BILD goes App
Success of the initiative has dramatically
exceeded expectations
„…right now the greatest
offer of paid media for
Apple‘s iPhone concerning
presentation“
(SPIEGEL ONLINE;
Dec. 10, 2009)
100.000
iPhone-Apps
sold within
one month
BILD App
on first
place in App
Store1)
1)
8
„Springer surprised with
perfect ‘Bild’ app for the
iPhone”
(Dwdl.de, Dec. 10, 2009)
1. BILD
Nachrichten
Screenshot Dec. 10, 2009, 12:30 hrs
Dec. 10, 2010
BILD goes App
BILD iPhone App shows our paid content
strategy works – more than 400.000 transactions
Follow-up
subscription (in €)
Trial period
(1 month)
0.79
1.59
1 month
without PDF
3.99
1 month
with PDF
7.99
3 months
with PDF
29.99
1 year with
PDF
BILD App transactions1)
~400.0002)
1)
2)
9
Sum of paid download, 1-month, 3-month and 12-month subscriptions
December 2009 to December 2010
Dec. 10, 2010
BILD goes App
Apple is only the beginning…
Share of visits on BILD mobile portal
according to operating system (Sep 2010)
Worlwide smartphone sales
according to operating system (in million)
20.9 (51%)
25.4 (41%)
Other
7.8 (19%)
11.2 (18%)
26%
0.8 (2%)
50%
Android
10.6 (17%)
Mac OS
(mobile)
5.3 (13%)
8.7 (14%)
10%
3.8 (9%)
3.1 (5%)
5%
RIM OS
1.9 (5%)
1.5 (2%)
9%
Symbian OS
Others
Source: webtrekk
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Dec. 10, 2010
BILD goes App
2009
2010
0.5 (1%)
1.1 (2%)
Source: Gartner August 2010
Next step in premium strategy is BILD iPad App
Learnings iPhone App
Device optimized product is
important success factor
Premium content (convincing quality
and functionality) works successfully
in Apple App store
Continuous updates and new
features increase number of users
and user activity
Access to new customer groups
11
Dec. 10, 2010
BILD goes App
Chances of iPad
New device class: hybrid
products between print, online
and mobile
Closed storytelling possible
Use of known Apple
infrastructure
Access to new customer
groups with high willingness
to pay
BILD iPad App – the best of print, online and
mobile in one product
Layout is oriented towards print – App is
a closed product with a fixed number of
pages
Articles have interactive elements and
additional content, e.g. Videos and
pictures
Ongoing additions for relevant news and
topics
App includes the PDFs of all regional
editions
From January on advertisements of
print are transferred to iPad App – in
addition possibility to book “App-only
advertisements “
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Dec. 10, 2010
BILD goes App
Video: BILD iPad App demonstration
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Dec. 10, 2010
BILD goes App
BILD iPad App pricing and campaign
Follow-up
subscription (€)
Trial period
(1 week)
0.79
1 day
12.99
1 month
34.99
3 months
129.99
1 year
0.79
14
Dec. 10, 2010
BILD goes App
Amazing response following launch on Dec 8th
BILD App No 1 in App Store
Top-Charts1)
1)
Screenshot Dec. 8, 2010, 12:30 hrs
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Dec. 10, 2010
BILD goes App
„BILD HD is a kind of
showcase –
demonstrating
everything that is
possible with media
on the iPad“
(meedia.de;
Dec. 08, 2010)
„BILD on the iPad is a
little bit like a playing
field: Boulevard to
touch, swap and
wave…articles can be
read on the second
level; the first level is
dominated by pictures
and headlines“
(kress.de;
Dec. 08, 2010)
App – also on the large screen
Internet enabled TV devices in Germany
in million
Households with internet
enabled TV
Household with
regularly use
BILD.de already available on huge number of TV devices, e.g. on NetTV from
Philips
Source: Goldmedia, 2010
16
Dec. 10, 2010
BILD goes App
The digital distribution of BILD is only just
getting started…
New kinds of
storytelling on
existing devices
BILD on all
additional new
internet-enabled
devices
?
Innovative
High quality
Quick
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Dec. 10, 2010
BILD goes App
Premium
At home
At work
On the go
BILD products add up to 100% availability of BILD
content during the course of the day
12 a.m.
BILD WAP
18
4 a.m.
8 a.m.
BILD Online
Dec. 10, 2010
BILD Print
BILD goes App
12 p.m.
BILD iPhone
4 p.m.
8 p.m.
12 a.m.