With thanks to: Mobyaffiliates
It has been some time since I first remember trying to sign The Guardian to the YOC media network, sometime in 2009. From memory at the time, 4th Screen were selling around 1 million page views per month. I have posted below the latest figures from their site**, that figure now stands at 6.2 million and generates more unique browsers and monthly page views than their iOS, Android and iOS tablet apps combined. These figures are somewhat surprising but not because their mobile internet has the biggest pull, rather that their mobile traffic has only 6 fold in 4 or so years and all their mobile channels are not generating significant page impressions.
I have always been an advocate for mobile internet and I do get and understand that having an app strategy for print and digital publishers makes perfect sense. After all, I have personally been involved in building so many for clients as such, why wouldn’t I think this. My bigger question is why is their mobile internet site and apps not generating higher levels of uniques or monthly page impressions? We know they have an award winning app and their paid for model seemed to work and made them a small profit after development costs.
But… why is their mobile internet site generating far less monthly page impressions in ratio to their applications? And… are their applications generating enough impressions in ratio to the unique users?
Generating 6.2 million page impressions from 2.5 million unique browsers can be averaged out that for every one customer visiting the site once a month is only generating 2.5 page impressions per visit. I am guessing that their customers are visiting more than once a month which would mean they are generating even less impressions per visit (just divide the impression number by the number of visits). As you can see from these states it becomes somewhat disappointing and raises some concern. Maybe I am interpreting unique browsers wrongly as unique users, but it sounds like the same thing to me.
Again applying the same principle generating 1 million page impressions from 34,000 uniques can be averaged out that for every 1 customer using the app once a month is generating about 30 impressions per visit. Like their mobile internet users the reality is they are visiting more than once a month and therefore the impressions they generate per visit are even less.
Lets look at the rest, again applying the same methodology…
45,113 monthly uniques generating 3.45 million page impressions equates to 1 customer visiting once a month generating 75 page impressions per visit.
11,000 monthly uniques are generating 1.2 million page impressions equates to 1 customer visiting once a month generating 110 page impressions per visit.
In summary, it shows that their Android app is generating a much richer experience than their other channels. Or maybe Android users are just more engaged than iOS users. We have to be careful here as their mobile internet site will have traffic from all devices but overall the statistics suggest that most of their mobile site users are less engaged than their app users.
In my experience, working with print and digital publishers it is typical for a user to generate up to 10 impressions per visit but at an absolute minimum of visiting the site or apps 2 to 3 times a week. This would mean you would have to divide those impressions (generated by the users) by approximately 12. In doing that, the numbers would suggest that only their Android app and iPad app are delivering a rich experience where the user is most engaged generating 9 to 6 impressions per visit respectively. The others fall well short of this and their mobile internet site alarmingly so.
2.5 million monthly unique browsers
6.2 million monthly page views
Users are accessing a broad range of content through m.guardian with the top five most visited sections being world news, football, sport, technology and Comment is free. Comment is free alone delivers over 250,000 page views per month – an indication that users are valuable opinion leaders.
An award winning iPhone app featuring video, live blogs and more that is available free to users in the US.
34,000 monthly unique browsers
1 million monthly page views
With steady growth in unique browsers of almost 50% over the last four months, the iPhone app is another strong performer in GNM’s mobile portfolio. What’s more, the proportion of heavy users is high at just over 50%. That, combined with a strong frequency metric for user behaviour, indicates a very loyal and engaged audience.
In addition to the regular news content, users have a strong preference for football, sport and business content.
We launched our critically acclaimed iPad app in October 2011 and since then it has been downloaded more than 500,000 times (globally). With a clean, modern design and easy navigation the Guardian iPad app is immensely readable.
45,113 monthly unique browsers
3.45 million monthly page views
Free to download and available from the Android market worldwide it contains the latest news, sport, comment, reviews, videos, podcasts and picture galleries from the Guardian website.
11,000 monthly unique browsers
1.2 million monthly page views
The app delivers a globally minded audience of opinion leaders and the most popular sections include football, Comment is free and world news.
Furthermore, over one in three are heavy users and this has steadily increased over the last few months – an indication that user loyalty and engagement is growing.
SOURCE**: Guardian (http://www.guardian.co.uk/advertising/mobile?newsfeed=true)
Posted By ] RAY CLANCY
New European Union telecoms rules to ensure a more competitive telecoms sector and better services for customers are implemented. They include the right for customers to switch telecoms operators in just one day without changing their phone number, the right to more clarity about the services customers are offered and better protection of personal data online.
New oversight powers for the European Commission and regulatory powers for the Body of European Regulators for Electronic Communications (BEREC) will create more regulatory certainty and help telecoms operators to grow in a single, pan-European telecoms market. The EC said it has worked closely with member states to seek swift implementation of these EU rules and will consider launching infringement proceedings against those who do not implement them on time.
‘Citizens and businesses should take full advantage of the opportunities these new rules give them to get more competitive telecoms services. I will do my utmost to help them to do so. If these rights are not made available in practice, I will take the measures necessary to fix that situation,’ said Neelie Kroes, vice president of the European Commission for the Digital Agenda.
The rules also introduce a maximum length of 24 months for customer’s initial sign on contracts and an obligation on operators to offer 12-month contracts. This will allow customers to switch more easily to a different operator if they find a better deal and gives clearer information on services to which a customer is subscribed.
Consumer contracts must also give information about minimum service quality levels. In particular, internet subscribers must be given information about traffic management techniques and their impact on service quality, as well as any other limitations such as bandwidth caps, available connection speed or the blocking or ‘throttling’ of access to certain services such as Voice Over Internet Protocol.
Contracts also must give details of compensation and refunds available if these minimum levels are not met.
They also give improved online privacy and safety including better protection against personal data breaches and spam as well as mandatory notifications for personal data breaches and better information and consent requirements for storing or accessing information in users’ devices such as cookies not related to the service currently accessed.
Other new elements in the package include better access to emergency services including 112, Europe’s single emergency number.
The Commission said it is closely following the implementation of the new telecoms rules by member states and will use its full powers, recently enhanced by the Lisbon Treaty, to ensure full and timely implementation of the EU’s updated telecoms rules in national law.
The revised EU rules on telecoms networks and services were formally adopted by the European Parliament and Council in late 2009. The Parliament and Council agreed that the rules must be implemented into the national laws of the 27 Member States by 25th May 2011.
According to BBC, it made the decision based on value for money and usage of the service compared to other services available. Two years ago, WML made up 20% of the BBC mobile internet traffic – today it is less than 1%. In light of the traffic decline, the BBC stated that it cannot justify the expense of maintaining the WML version for an ever-decreasing number of users. They have therefore decided to focus development on the standard XHTML mobile site.
Those devices that support XHTML will be redirected to the XHTML mobile site. People using older WAP phones will get the following message if they try to visit the WAP sites: “We’ve now closed the WML version of BBC Online. We’re sorry for any inconvenience this causes you. However, if your phone supports XHTML, then you can still access BBC Mobile.
In the UK, BT Cellnet (now O2) was heavily criticized within the industry for running marketing campaigns promoting the new WAP phones as having internet like services, when in fact it was a heavily cut down version of what people were expecting to see.
Posted BY ] Stacey Higginbotham
Sources inside European carriers have reported that Apple has been working with SIM-card manufacturer Gemalto to create a special SIM card that would allow consumers in Europe to buy a phone via the web or at the Apple Store and get the phones working using Apple’s App Store.
It’s rumored that Apple and Gemalto have created a SIM card, which is typically a chip that carries subscriber identification information for the carriers, that will be integrated into the iPhone itself. Then customers will then be able to choose their carrier at time of purchase at the Apple web site or retail store, or buy the phone and get their handset up and running through a download at the App Store as opposed to visiting a carrier store or calling the carrier. Either way, it reduces the role of the carrier in the iPhone purchase. Gemalto and Apple have not responded to requests for comment. I’m also waiting to hear back from other sources to get more details.
However, if Apple is doing an end run around the carrier by putting its own SIM inside the iPhone, it could do what Google with its NexusOne could not, which is create an easy way to sell a handset via the web without carrier involvement. Much like it helped cut operators out of the app store game, Apple could be taking them out of the device retail game. Yes, carriers will still have to allow the phone to operate on their networks, which appears to be why executives from various French carriers have been to Cupertino in recent weeks.
The Gemalto SIM, according to my sources, is embedded in a chip that has an upgradeable flash component and a ROM area. The ROM area contains data provided by Gemalto with everything related to IT and network security, except for the carrier-related information. The flash component will receive the carrier related data via a local connection which could be the PC or a dedicated device, so it can be activated on the network. Gemalto will provide the back-end infrastructure that allows service and number provisioning on the carrier network.
The model should work well in Europe, where the carriers tend to use the same networking technology and are far more competitive. It also means that customers can roam more easily with the iPhones, swapping out the carriers as needed. The iPhone has lost its exclusivity in much of Europe and other markets of the world, which makes this model a compelling one for consumers, but a nightmare for carriers. Apple could change the mobile game once again.
I am now working as Managing Director for Ubiyoo Ltd, a YOC AG subsidiary. After nearly three years of growing YOC Ltd in the UK market, I am now moving on to take responsibility of ubiyoo, a global web-based self-serve advertising platform. It has been great working for YOC Ltd, and since its birth when I joined in March 2008, it has become the UK’s leading open premium network. Working with many of the UK’s leading media owners and print publishers reaching over 5 million people and generating over 250 million monthly page impressions, it is an impressive accomplishment to achieve in a short time in a very competitive market. I would like to thank the team at YOC Ltd for all their hard work and commitment to achieving the success for all our clients and partners. This was possible due to the great work ethos and a mindset that is rarely seen. May it long continue. We had the privilege to acquire the very successful Bluestar Mobile Ltd in the middle of 2009 and this great team is now fully integrated into YOC Ltd, offering services across our three main business lines of mobile advertising, mobile marketing and mobile internet.
As a company it does not get much better, with mobile the insight and vision YOC has is above most. Their ‘Passion’ for mobile is at the heart of everything.
For more information on Ubiyoo Ltd, please visit http://www.ubiyoo.com
Posted By ] Lance Whitney
The global smartphone market of 2014 could see Android in second place with a 25 percent share, followed by BlackBerry, Apple, and Windows Mobile, according to IDC’s new “Worldwide Quarterly Mobile Phone Tracker.”
Though annual growth in the hot smartphone market may slow in another four years, certain key players will continue to drive sales and grab more market share. No one vendor will dominate the landscape, but Android will enjoy the fastest growth, IDC forecasts.
Nokia’s Symbian will hang on to its No. 1 spot with 32.9 percent of the market in 2014. But it will lose some customers to Android, which will see its share climb from 16.3 percent this year to 24.6 percent.
“Phone vendors have been drawn to Android because it allows them to present their own approach to what a smartphone experience can be,” Ramon Llamas, a senior research analyst with IDC’s Mobile Devices Technology and Trends team, said in a statement. “In addition, users have quickly warmed to Android, comparing it to iOS due to its ease of use and a growing mobile application storefront. Now that HTC and Motorola have leapt out in front with their own respective devices, other vendors such as Dell, Kyocera, LG Electronics, and Samsung will soon help grow the Android market.”
BlackBerry’s share will stay about the same, though Apple’s iOS is expected to lose some share, falling from 14.7% this year to 10.9% in 2014. Rounding up the top five, Microsoft will recapture some of its lost mobile market share through its new Windows Phone platform.
“IDC believes the market will comfortably support up to five OS players over the next five years,” Kevin Restivo, a senior research analyst with IDC, said in a statement. “Shorter replacement cycles and an ample feature phone to smartphone upgrade opportunity means the smartphone OS market will remain fragmented but healthy for the foreseeable future.”
Looking at the near term, consumer demand higher than expected should help the market grow 55.4 percent this year over 2009, 10 percent higher than IDC’s previous forecast last quarter. Amid launches of the iPhone 4, BlackBerry Torch, and HTC Evo 4G, 269.6 million smartphones will ship this year, compared with 173.5 million last year, estimates IDC.
The surge in demand will lead to overall growth of 14.1 percent this year, 1.5 percent higher than IDC’s prior forecast and a nice improvement over last year when the market dropped 2.8 percent. The smartphone market will enjoy further gains of 24.5 percent next year before declining to annual growth of 13.6 percent in 2014.
In a separate report earlier this week, Piper Jaffray was especially bullish on Android, saying it would likely control half of the smartphone market within five years.
Apple’s iAds faces some early challenges
Aug 17, 2010
iAds to account for 48% of the mobile advertising market
How Apple is planning to stay ahead of the game
Tech giant and advertising innovator Apple is already facing a number of challenges with its iAds platform, with many campaigns experiencing delays.
Advertisers and marketers are both still learning how to master the new platform as they also come up against Apple’s tight controls.
Since launching its iAd mobile advertising service on July 1, Apple has been slow to roll it out, according to a new report in the WSJ.com.
Of the 17 launch partners Apple named for iAds – which also included Citigroup and Walt Disney – only Unilever and Nissan had iAd campaigns for much of July.
The remaining 15 are said to still be in the planning stages of their iAds campaigns.
Part of the reason some marketers are experiencing delays in getting their iAds to market is that Apple has kept tight control on the creative aspects of ad-making, something advertisers aren’t used to, says the WSJ.com.
Such tight controls have led to one client – Chanel – apparently dropping any plans at all to use the new mobile advertising platform. Meanwhile, Citigroup is said by the paper to be taking a “phased approach” to its creative on the iAds platform.
Announced by CEO Steve Jobs to much fanfare back in April, iAds delivers interactive ads inside iPhone apps without users having to leave or close the app they are currently using.
The platform provides a way for Apple to make money from free apps. Developers—who Apple said receive 60% of revenue from the ads—also have more incentive to focus on the App Store, rather than other app marketplaces run by rivals such as Google.
Apple said in early June that it had iAd commitments from advertisers for 2010 totalling more than $60 million. Jobs also said that he expects iAds to account for 48% of the total mobile advertising market.