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BREAKING NEWS & VIEWS
Mobile Will Overtake Desktop Web in Three YearsThursday, January 14, 2010 Whether or not your content brands are ready for mobile, your users are. And by 2013 more of your site visitors may be clicking in via a smart phone than from a desktop Web browser. Gartner projects that in three years the installed base of smart phones and Web-enabled mobile devices will outnumber PCs worldwide. By 2013 there should be 1.78 billion PCs and 1.82 billion Internet-enabled phones in the market. And yes, that does change everything. If more people are accessing even a standard Web site from a mobile device this fundamentally changes the kinds of usage that goes on at your site. Mobile users do not click as often on sites from a mobile browser. Publishers without a credible mobile presence will lose that mobile traffic. “Websites not optimized for the smaller-screen formats will become a market barrier for their owners," Gartner analysts say in their brief. “Much content and many sites will need to be reformatted or rebuilt.” But is there much of an upside yet to mobile content? Companies like Weather Channel and ESPN say there is considerable gold to be mined in this platform. These mobile pioneers already have dedicated sales teams monetizing millions of unique users to their mobile Web sites and apps. But according to recently released figures from the U.K.-based Guardian, a well-crafted app just on the iPhone can realize substantial returns. According to the Guardian, since its iPhone app launched on December 14, 2009, through January 12, it has been downloaded 68,979 times. The fee-based app costs $3.99, which means Guardian's app has generated over $275,000 in revenue in a month. Even under Apple's 70/30 revenue split with developers, the run rate points to several millions of dollars in revenue for the news company in a year. On January 26, min will host a Webinar “Mobile + Magazines = Money: How Media Brands Are Already Profiting From the Next Dominant Platform.” Presenter Jeffrey Litvack, general manager for mobile and emerging product at AP News will explain how his and other media properties are already generating mobile revenue and how to work with the developers and ad networks that can make money for your brand. Rodale’s vice president of online operations and external online marketing, Sean Nolan, will be discussing how unique franchises like “Eat This, Not That,” a calorie counter from Prevention, and Men’s Health’s mobile Web site are exploring different paths to revenue and new audiences. And Kunal Gupta, CEO of Polar Mobile, will show how distribution and product design both have been critical to the monetization strategies for Food Network and Time magazine apps. And in the pages of next week’s respective issues of min and min’s b2b we look at some of the magazine brands that seem to have slipped under the radar onto the iPhone lately. PennWell energy news and Horizon magazine puzzles for kids – are there really apps for that? Oh, yes. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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The mobile web is coming, for sure, but we're a long way from staring at web pages on our all day, as we do from our computers.
While Quantcast's number reflects overall Web access it does not reflect well the share of Web traffic that is coming from mobile devices at major media destinations. With Facebook now seeing more than 25% of its traffic coming from mobile and major players like ESPN, Weather.com and others getting 8 million unique users or more a month to their mobile sites alone, the mobile Web is already a very important factor for major categories of media. More than a handful of media companies saw their mobile Web share kick past 10% this year, and the smart phone wave has yet to hit the levels we will see as contracts expire and these Web devices become the preferred replacement for feature phones.