World Association of Newspapers and News Publishers

Brand building in mobile world

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Brand building in mobile world

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


Crystal Chui's picture

Crystal Chui


2011-11-25 04:58

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