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BREAKING NEWS & VIEWS
Review: FT Brings Hybrid Model to iPhoneWednesday, July 15, 2009 In another sign that print media brands are looking to mobile platforms for innovative business models, The Financial Times yesterday  launched an impressive iPhone application that extends the FT.com tiered access model to mobile platforms. Users who are not currently registered at FT.com are allowed to access only three full articles per month. Registered non-paying users can read 10 articles a month. This model mirrors the access scheme of the full Web site. Only paid subscribers to FT.com ($3.49 a week) can have full access to all content. In its announcement yesterday, FT described the app as “initially available as a free download,” suggesting that a front-end fee may be imposed at some point. WSJ.com, which released its free iPhone application last month, has also hinted that it may move to some form of pay model. FT’s application seems to be taking direct aim at Bloomberg’s well-regarded market news and statistics-driven application, which has been on the iPhone since the App Store launched a year ago. In addition to articles from the FT brand, the app has an extensive range of charts for worldwide markets. Using the phone’s built-in accelerometer, the FT app detects when it is turned to landscape mode and then lets the user alter chart styles, adjust timelines and even overlay other charts for comparisons. In another case, twisting the app into a landscape orientation brings up a world map with current market stats. There is also a currency converter synched with current exchange rates. FT clearly is moving the model of a mobile news source towards a utility and service. While miniaturized, the app feels like a financial services console. The free areas also merchandise the pay/registered model very effectively. Almost all aspects of the FT app move users toward registration or paid subscription. Non-registered and registered free users can see a countdown of remaining articles available to them for free this month, and a registration form is available for them when they reach their monthly limit. Siemens is FT’s sole sponsor at launch. A banner ad at the bottom of most screens initiates an overlay that invites the user to visit the mobile version of the Siemens’ general information site and then launches the iPhone’s Safari browser. Publishers often argue that a hybrid model involving registration or fees can deliver higher value to advertisers even as a subscription or registration wall tends to diminish overall traffic. The users who do access the content are carefully targeted and more responsive to the right advertiser and more likely to convert. Registration and the iPhone’s location awareness will allow future advertisers to tailor promotions to a user’s interests or geo-location, FT says. FT has succeeded here in extending both the look and feel of its brand to mobile and at the same time maintain a consistency of business model. Some users of WSJ’s app, which gives readers more open access to WSJ content than even the Web site does, seem to be waiting for that company to decide on an eventual model. FT’s approach maintains clarity with its users through a consistent application of its model on Web and mobile. The prospects for fee-based models on mobile will be covered in min’s July 21 Webinar, “Cracking the Paid Content Code.” Josh Koppel, co-founder and chief creative officer, ScrollMotion (maker of the People magazine iPhone app), will speak to the models magazines are exploring on mobile. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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