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Mobile media revolution: overview from Innovation

December 3, 2010 by  

The opening presentation of “Tablets, a second life for newspapers” conference from Juan Antonio Giner, Founder and President, Innovation Media Consulting framed the big picture with the latest data and trends about tablets, notably the iPad, and the mobile media revolution. Examples were presented of what has been done since the last INMA Tablet Summit in May 2010 in Oxford in the United Kingdom.

Juan Antonio Giner gave the audience key 5 messages:

  • media future will be mobile media
  • new digital narratives will rule
  • it’s not the platform it’s the content (it’s not the bottle, it’s the wine!)
  • publishers need to focus on content and audiences
  • publishers are the best media integrators

1. Think mobile first
Tablets are the future, and there should be no argue about that. As Eric Schmidt, the CEO of Google said: “That’s where the action andthe growth is: it’s a completely unwashed landscape”.
In the United Kingdom the daily average usage of mobile phones is 3 hours. It is the same with internet. Within 4 years, mobile users will overpass the desktop users. This pattern is to be seen all over the world. The new reading world is a mobile media world.

Newsmedia publishers should think not only about how to distribute their content, but also how to interest the readers in device itself. Financial Times for example is preparing a christmas marketing offer, giving away 1.800 free tablets to the readers.

2. New digital narratives will rule
The savior for paper products are not the tablets themselves. Content must be delivered in a new way. If it’s not newsmedia companies, new startups with young specialists will do that. Take Applied Works as an example – a group of creative young people prepare wonderful, full of data infographics for the “Times of London”

3. It’s not the bottle, it’s the wine. In this sentence, the real value of the content is included. What is crucial in tablet strategies for newsmedia publishers:

  • long term strategic vision
  • digital creativity
  • new work flows
  • embedded newsroom IT support
  • new patterns

4. Focus on content and audiences instead of paid models or platforms to use. The basics of economics says that the key to success is serving the needs of the customer. Same with tablets. Focus on consumers and be obsessed with how can they be engaged into interaction. Whatever the platform is, publishers should be there, where their consumers look for them.

Web is surfing, print is swimming, and tablets are diving

5. Tablets are best media integrators, as they include all characteristics of all other platforms. But the future is not here yet. As the example of what future might look like, Juan Antonio Giner showed the NewsSlate prototype, a device that could be available on the market within the next three years. This is the Innovation’s vision of the future of the tablets: “all in one, anywhere, any time, all the time”. Unfolding, and flexible device”:

Juan Antonio Giner concluded his lecture with the advice about not to be afraid to fail. So: “Fail, Forward, Fast”

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