What are the problems with cheap phones which make up 80 per cent of all models? They cannot display Vietnamese language and are running on different operating systems. To deliver the good content on mobile to Vietnamese, the application has to be compatible with different systems, pre-installed in handsets and is easy to use. 

Minh launched Vietnam+, the first and only licensed multi-language mobile news application in Vietnam which runs on 2G and 3G phones. By 1 Nov  2011, the number of VietnamPlus' mobile subscribers reaches 160,000 and in this year, they have at least 500 new subscribers each day. The company right now sells advertisements on the application and will be providing paid content on top of free content on a premium model. 

Technologies and mobile are developing at lightening speed. Thomson Reuters right now has over eight million uniques per month and 15 per cent of the page views coming from mobile phones. When it comes to delivering news to their mobile sector audience, Griffin says mobile journalism is all about speed, multimedia and accuracy. "Mobile empowers journalists to do better at the field," he says. 

Reuter's paid app downloads on iPhone reach 150,000 and 30,000 on iPad. 

The global media agency have been looking into China, Japan and India for market niche. "You have to be in it to win it," he says. Reuters is launching a new mobile subscription service next year in Japan to get a share of the large and mature market. Then what is the challenge in China? It takes time to build relationship with the officials so brand power is significant in creating the trustworthiness in the market. 

Griffin illustrates macro trends

• Adoption is happening across all ages and levels of seniority
• Laptops are becoming less useful for business leaders
• Mobile usage is more strategic and selective
• iPhone usage has polarized corporations but it is not the only horse in town
• HTML5 can help to empower companies to develop more rapidly. 

  Lesons learnt:

• Respect geographical differences
• Decide what you do best and outsource the rest
• Place a premium on business development and key partnerships
• Innovation builds a halo effect around your brand

APC Magazine is currently using the Adobe Digital Publishing Suite for the print editing as well as iPad version. Sarno says the software turns tablet layout into an interactive app and send it off to App Store, adding:"Adobe gives you some of the really fundamental interactive elements that you need in an iPad edition and you can do it easily."

"It's interesting that it is possible to create the iPad version affordably," he says.

Yet it takes some failures before landing on the Adobe publishing softwares. He had launched eight Adobe PDF versions of the print and went into the corporate's "magshop" app but then sales of the magazine on iPad dropped by 90 per cent. "I know i need to get back to Apps Store with a more interactive app. I need to look for a different solution," he says.

The new APC tablet edition produced purely by print magazine staff is launching in Apps Store within two weeks.  

The tablet industry is thriving. 38 per cent of users use their iPads more than two hours a day. Figuerola-Ferretti says tablet market will increase tenfold in 5 years, with the Android and Windows devices boosting growth from 2012. Content consumption time is higher than 90 minutes a day on iPads. "Tablets create new ecosystem for news consumption," he adds.

What do publishers do with the opportunities to find new revenue streams? Figuerola-Ferretti explains monetising paid content via the subscription model. They offer single issue and joint sale to enhance the value of aggregation, alongside promotion to existing print subscribers.

Figuerola-Ferretti introduces the "KyM" application on whichreaders can keep articles, comment and publish contents to social media in a simple way. They can gain access to the PDF format, similar to the print reading experience and everything is on the screen with fingertips. With an optimisation of reader experience, he says:"It keeps circulation of its publication in constant growth.

The company also allows subscriptions on multiple devices.

At the end of the presentation, Figuerola-Ferretti says bundle sales of print and digital ads are offered to advertisers as a new strategy but it is yet to be popular:"Advertisers are slow in getting used to this form."