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Mobile Technology

Fri, 6 May 2011|



My name is Mark Heinburg, I am Pennwell's director of research and development. This is a new title within the company of Pennwell, and it's an exciting position that we're in to be able to offer a research and development department that continues to stay abreast of technology and work on specifically mobile applications at the moment. Dianne mentioned how long she's been in the internet, which got me thinking how long I'd been in the internet. And I, I think it's 24 years, it goes back even before it was called the internet. So I've been in the matrix for a long time. To get started I wanted to talk a little bit about mobile market share. Obviously there are a lot of different platforms out there. Apple, the Apple products suite, iOS, being one of the largest in the U.S.. >> [COUGH] >> And you can see these percentages, 35% roughly, using Apple products and another 28% almost using Blackberry and An, Android is at 27% and this operating system has been around for less than two years so this is pretty phenomenal adoption. In the past six months Android has risen 17%, Blackberry is declining, and IOS is down 3%, but this predates the release of the Verizon I-Phone, and it predates the release of the I-Pad 2, so these numbers will be in flux. I'm going to start with a little quiz here. How many people out here have a smart phone? Okay pretty much everybody. How many people have an Apple smartphone, 'Kay. And how many have an Android-powered smartphone? How many have Blackberry? All right, still some Blackberry users out there. The market is definitely changing though. iOS, the Apple product suite, accounts for 2% of overall web browsing. So, that's a pretty staggering statistic as you look at the percentages that I showed on the previous slide, and those were U.S. based. And in the international markets, iOS represents an even smaller market share. For 2% of world wide web browsing coming from Apple devices is pretty phenomenal. Apply users, love their internet access. And mobile browsing continues to grow, and right now it's at 4.3% of traffic globally. So you can see that iOS is accounting for roughly half of all mobile web browsing. And mobile web browsing between now and 2015 is expected to grow 26 times. Which is just a staggering amount of data. And to put that into somewhat tangible terms. That the equivalent of 19 billion DVDs in web browsing. or six hundred thirty six quadrillion text messages. So if any of you have teenagers, this could be a challenge for them to get that many text messages out. And by 2013 its anticipated that internet video usage will grow at- - 65% will come from mobile devices. So a smaller fraction of that will come from internet based DVR's and things like that, that are capable of streaming Netflix and from typical computers, laptop computers and, and so on. User behavior is also changing. For a media company like Penwell with a publication like Fire Engineering typically we had magazines and we had websites. And we had a pool of audience that we knew very well and we knew all kinds of things about them and we had a fairly one directional flow of information. But now we have magazines and websites, of course. We continue to expand that suite with videos, social media, mobile browsing, mobile applications. And technology next, whatever that proves to be. And now we're sending that out to our same group of users, but there's a few more people out there as well that we're now able to interact with. And the big shift here is not so much the scope of the audience, so much as the fact that the audience is now able to communicate back to us, so we have a bidirectional relationship with these people. Which is fantastic. We push information out, we get feedback back from the users in much greater volume, and we're able to adapt our content and our technology platforms to suit those needs. Penwell's focus right now is on. Native apps for two platforms. iPhone, and or the iOS suite including iPad, and android based devices as well. For iOS or the apple suite for Penwell, it's mission accomplished. We have a fire engineering iPhone app out today. And we also have a fire engineering iPad app. Out, app out today. And our next mission starting as early as april first, will be to migrate all of that to android. Here's a quick look at our app, does anyone have the app installed on their device? Okay we've got a few, that's great. If you have an Apple device and you're here at the show, there's also FDIC content nested within the app now. So you can get all your schedules and things like that. There are shuttle schedules, event schedules and all kinds of good, goodness in there. And we also have an iPad app that came out, it was released on, February 28. And you can see here, we have over 8,000 downloads of our iPhone app. And that amounts to, the number here is obsolete actually, it's over 80,000 pages views a month going on within the app itself. We're not linking people back to a website but displaying full content that users can interact with within the app. And the fire engineering app, as I mentioned, was approved on February 28th by Apple. And we haven't done a lot of promotion yet because everyone was gearing up for this main event, and, already we have over 500 downloads from that application. Android apps are a little bit trickier, because the marketplace is quite fractured. There are tons of device manufacturers from Samsung to Motorola to Archos and others. My mike is, conking out here. So it's, it's a little bit more difficult to develop for these platforms, because there are. Almost an, a seemingly infinite number of screen resolutions and sizes and manufactures. So we will focus on this, we will get this solved for Android. And that is David talked about earlier for other platforms including Blackberry. For the time being, we're going to rely on a mobile-enhanced website presence so that we, we can essentially become device agnostic with our content. Before I transition things over to Michael who will talk all about SEO the thing I wanted to stress here is that Penwell's mission is not to adopt any particular technology it's not that we have a great relationship with Apple and we want to continue that or we want to. Pony up with Google and the Android operating system. It's really, we want to make sure that we get our content to where users are, and when they want that content. So, no matter where they go, what they're doing, we'll make sure that we're there with technology next.

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