International App development and challenges

Mobilize Yourself!

"We understand that the new rule is mobile first.”

"Mobile first in everything. Mobile first in terms of applications. Mobile first in terms of the way people use things. And it means ... that we have a role now to inform, to educate through all these devices."

Eric SchmidtCEO, Google (2010)

Real Smartphones Are Everywhere

Moore’s Law Kills Costs

It’s Contagious

Our Lives Have Turned Mobile

49

New Computing Cycle Characteristics Reduce Usage Friction Via Better Processing Power + Improved User Interface + Smaller Form Factor + Lower Prices + Expanded Services = 10x More Devices

1MM+ Units

100MM+ Units

10B+ Units???

10MM+ Units

Car Electronics GPS, ABS, A/V

Mobile Video Home

Entertainment Games

MP3

Wireless Home Appliances

Cell phone/ PDA

Smartphone Kindle Tablet

Computing Growth Drivers Over Time, 1960-2020E

1B+ Units/ Users

1

10

100

1000

10,000

100,000

1,000,000

More than Just Phones

iPad

Note: PC installed base reached 100MM in 1993, cellphone/Internet users reached 1B in 2002/2005 respectively; Source: ITU, Mark Lipacis, Morgan Stanley Research.

Minicomputer

PC

Desktop Internet

Mobile Internet

Mainframe

1960 1970 1980 1990 2000 2010 2020

Dev

ices

/Use

rs (M

M in

Log

Sca

le)

source: Morgan Stanley

A Promise Delivered

And It’s Still Early

NL

FI

0

50 000

100 000

150 000

200 000

250 000

300 000

350 000

400 000

Helsingin Sanomat mobiili

Ilta-Sanomat mobiili

Taloussanomat mobiili

2009$ 2010$ 2011$ 2012$

Exponential Growth in Mobile Usage

0

5

10

15

20

25

30

1 2 3 4 5

iPad

iPhone

Symbian

Android mobiili

Android tablet

Windows Mobile

500.000.000

In the NL, Mobile Use Beats the Web

jan/10

mrt/10

mei/10

jul/10

sep/10

nov/1

0

jan/11

mrt/11

mei/11

jul/11

sep/11

nov/1

1

jan/12

Mobile PC Tablet

source: Nu.nl

• European media group• Founded and headquartered in Finland

• Revenue 2.7bln eur (2011), 14 000 employees

• Focused on Media and Education

• Present in Finland, Netherlands, Belgium, Russia and Central & Eastern Europe (Hungary, Poland, Czech etc.)

• Leading media company in the Netherlands• #1 Dutch magazine publisher (70+ titles)

• #1 Dutch online publisher (60+ sites)

• #2 Commercial TV broadcaster: SBS6, Net5, Veronica & other TV and radio channels

•Leading media company in Finland• #1 Finnish magazine publisher (50+ titles)

• #1 Finnish newspaper publishers (20+ titles), including largest newspaper in the Nordics (HS)

• #1 Finnish online publisher (50+ websites)

• #2 Commercial TV broadcaster (Nelonen, JIM, Liv & other TV and radio channels)

•Leading media company in Russia & CEE• #1 media company in Hungary (online, tv, magazines)

• Joint ventures with Hearst in Russia (online, magazines & newspapers) and other CEE countries

• Leading Learning Solution provider across 20 markets

About Me

Media Must Catch Up

We Are Going Mobile First

A Big Leap

Over 100 Mobile Apps Published

Start Innovating

Sanoma Investing In Mobile

External

Internal

Ideas Execution


Mobile Innovation

Fund

External

Internal

Ideas Execution


Mobile Innovation

Fund

Planet of the Apps

External

Internal

Ideas Execution


Mobile Innovation

Fund

Sanoma App

Challenge

Planet of the Apps

External

Internal

Ideas Execution


Mobile Innovation

Fund

Sanoma App

Challenge

Sanoma Ventures

Planet of the Apps

External

Internal

Ideas Execution

A Huge Opportunity

We Produce Touchpoints

It’s All About The Audience

Entertainment/InspirationXL formPush TV/DVDMovies/Video GamesHours

Information/ProductivityShort formPullSoftware/ WebsitesSearch/Social/VideoHours

Entertainment/CreationMedium formPullApps/WebsitesEbooks/Photos/VideoQuarters

Communication/ MonitoringXS formPushApps/WidgetsMusic/Casual GamesMinutes

New Categories of Devices

It’s Their Choice

Tablet shipments

(mln)

Consumer penetration

source: GFK, Telecompaper

0%

5%

10%

15%

20%

25%

30%

35%

-

0.2

0.4

0.6

0.8

1.0

1.2

1.4

1.6

2009 2010 2011 2012FC Tablet sales Penetration tablets (Q4)

Software Rules

All Replaced By My Phone

Expectations Game

Instant

Source: Sanoma iPad user survey 2011

N/A2%

PC/laptop36%

iPad62%

At home, what is your primary computer that you use most often now?

How often do you use the iPad?

Once per day or less4%

Multiple times a day96%

How much time do you spend on the iPad (on a day of usage)?

>2 hrs25%

1-2 hours30%

30-60 min.29%

<30 min16%

Intense Usage: New Habit

New Deal

Changing media consumptionphone44%

overall views

Source: NU.nl (based on sample data)

>44

HBO/WO

0%

2%

3%

5%

7%

8%

10%

6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Computer

Smartphone

iPad

computer48%

overall views

tablet9%

overall views

In the morning, phones are where people start to engagewith their chosen media

People that read on computers consume their greatest share of online news during the day

iPad readers read more news on the device at night than during other times of day

4 – 5 – 8 – 30

Remember Nokia?

People Don’t Change

Sometimes You Repackage Smart

Don’t Reinvent People’s Needs

Be Where They Are

Personal

Super Targeted

iPad Ads Are Nice

Tech Serves You

HTML5 Will Make our Sites App-like

The New Lean Back

Browsing is Fun

Chains Change

Making a Decision

Considering Options

Visiting the Dealership Transaction

Follow Up & Future Engagement

Driving Physical Traffic

It’s Transactionable

Fashion Chick Works

But It Can Be Indirect At Times

Redefine Yourself

TRAINING & BUSINESS CASESix Module Track to Develop Idea into Concept

SELECTION OF APPLICANTSOpen application process to join Mobile First Accelerator

DEVELOPMENT

PROOF OF CONCEPTBootcamp to Develop Prototype

September 2012: Mobile Accelerator

71

Transforming Print to Mobile

Developing Digital to Mobile

New Mobile First Services

Sanoma’sNew Mobile

Offering

By driving internal innovation,intrapreneurship & culture change,the Mobile FirstAccelerator willallow us to explore new opportunitiesin Mobile Media

You Can’t See The Future

Don’t Fear To Experiment

Text

Budapest

Tech Development

AmsterdamBizDev & Design

Function, Not Just Content

For The New Generation

Thank You – follow @lassi

International App development and challenges

Business

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