EMBRACING MOBILE
Australian Broadcasting Corporation
Manuela Davidson Mobile Executive Producer, ABC Innovatione: [email protected]: @manueladavo
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2005 – Content Licensing
2007 – Movietime 2009 – ABC Mobile
Foundations
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Foundations
Why did we do it?
Potential as media channel
Need to reach Australian audiences anywhere
Understanding that mobile would fall into our PB’s obligations
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Foundations
ABC’s role as the national public broadcaster
Inform
Entertain
Educate
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80 Years Perspective
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Fixed appointment
Flexible catch up“This day was for me, what the mobile phone is to people now. It was the day that an interest in current affairs and news became part and parcel of our family's 'must see' activity.” Lorraine, 80 Days That Changed Our Lives
Australian trends
Source: Nielsen, February 20126
Smartphone ownership continues to grow
64%
201036%
2012
ABC trends
15 to 20% of all visits to www.abc.net.au are from mobile devices
iOS 78%
Android 16%
BlackBerry 2%
Symbian 0%
Source: Webtrends Analytics, 14-20/05/2012 (weekly figures) 7
78%
16%
2% 0% 4%
iOS
Android
BlackBerry
Symbian
Others
ABC trends
Source: Webtrends Analytics (monthly figures) 8
Apr 2009253,152 visits
Apr 20126,349,012 visits
84%
11%
1% 0%
4%
iOS
Android
BlackBerry
Symbian
Others
58%
0%
28%
11% 3%
iOS
Android
BlackBerry
Symbian
Others
ABC trends
Top 20 devices visiting http://m.abc.net.au are: iOS 62% [up from 44% in Aug/10]
BlackBerry 5% [down from 24% in Aug/10]
Symbian 4% [down from 18% in Aug/10]
Android 28% [up from 6% in Aug/10]
Source: Origin Analytics 27/08/2010 and 20/05/2012 9
62%
28%
5% 4% 1%
iOS
Android
BlackBerry
Symbian
Others
ABC trendsApps in downloads
Source: iTunes Connect, Google Play Store, OVI, Samsung Apps, Flurry 22/05/2012
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Name Total accumulatedABC iPhone app 2,154,483ABC iPad app 706,854ABC Android app 63,904ABC News widget (bada) 8,475ABC Java app 10,043ABC BlackBerry app 1,651ABC Foodi 196,291ABC iview 928,741Poh’s Kitchen 330,508ABC At The Movies 215,972Play School Art Maker (AU) 111,502Play School Art Maker (INT) 93,468Good Game 71,39550 Four Corners 40,502Rage 182,922triple j 424,806triple j Unearthed 839,312
39 Apps in 5 years
5 Operating systems
Audience feedback
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Contact
Social Media
App Store Reviews
Audience feedback
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ABC on Android
Yes, it took us a long while toupdate... 3 years of user feedback!
Growth is slow when compared to iOSbut significant when compared to competitors on Google Play
ABC committed to more updates soon;new apps are under production now
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Over 63,000 downloads8,000+ active users per week
ABC iPhone app
Building a daily habit
Strong demand for rich media+ WiFi and 3G + Live and on demand+ Short form and long form
3rd party dependencies+ designing for retina and non-retina+ multitasking+ social media API changes
Over 2.1 million downloads70,000+ active users per week
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ABC iview
The most engaging app distributedby the ABC; developed in-house
Demand for iPhone and video over 3Gleading to new universal app in June; discussing Android version
Multiplatform strategy; 350h of new content each week; 27% of all video accessed from mobile devices
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Over 900,000 downloads97,000+ active users per week
Play School Art Maker
Tested to exhaustion with targetaudience (2-4 Aussie kids)
Different versions for the Australian and international markets (content rights)
Quality services needs clear goals, experimentation and can’t be rushed
16Over 200,000 downloads54,000+ active users per week
triple j Unearthed
It’s all about passion and convenience+ music 24/7, anywhere you are
Single sign on between site and app+ Synchronised playlists
Raising awareness via social media
App Store and discoverability
Over 830,000 downloads17
Australia Votes
Single purpose/event application
There are no miracles in mobile app development
Getting the metadata right+ twitter #tags+ Antony Green predicts+ Subtle changes on AEC feed
Social media can make it or break it+ top 100 global chart before 6pm, 21/08+ technical failures exposed virally fast
Around 60,000 downloads
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The future ahead
Forget mobile phone, think mobile computing
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The future ahead
Some food for thought... Do we have media files encoded in the right format?
Do we have servers, storage and distribution capacity?
Should we stream or download?
Do we have content rights?
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Only the tip of the iceberg
Content production+ Our goal is to make our content available in more places, at any time+ Success of the broadcaster in an IP world poses business challenges+ ABC Online must become mobile friendly+ Mobile services will require ongoing support for sustainable growth
Content gathering+ Mobile no longer as a consumption device+ How do we share mobile produced content with other ABC channels+ MDM to enable reliable and secure BYO environment
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QUESTIONS?
Signing off...
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Manuela Davidson Mobile Executive Producer, ABC Innovatione: [email protected]: @manueladavo