World Association of Newspapers and News Publishers

Cost and Revenue Streams of Tablets and Mobile apps

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Cost and Revenue Streams of Tablets and Mobile apps

To begin with, she gives a snapsot of India, the Indian media landscape, and the Indian advertising market. India is the world’s fastest growing telecom market, with overall 80% tele-density. However, since there is an increased fragmentation of media, crossed platforms are employed to retain customers and attract the youth.


As India is one of the youngest nations on the planet (with more than 65% under the age of 35) and the young population tends to use mobiles a lot, she strongly believes that mobile and tablet content have huge latent demand, which needs to be promoted and monetized by content owners and partners.


In her opinion, those who rely on apps are power news customers. “Readers are willing to pay for apps, something which we all missed in web,” she says. Nevertheless, she highlights the importance to find the optimum price to get the maximum subscription revenue thorough user feedback and focus group discussions.


Afterwards, Mathew delivers the core of her presentation, i.e. the cost and revenue streams of tablets and mobile apps. The cost mainly lays on content-making, distribution and promotion costs and the platform (native app or HTML 5). For the revenue streams, they include ads that create business solutions, mobile specific revenue models such as SMS & voice, subscription fees, app sales, M commerce, etc.


Finally, Mathew gives a brief introduction of Malayala Manorama. It is the leading website in India providing news, info and entertainment, as well as online classifieds available across various platforms. Their editorial strategy is: “mobiles are not an extension of print or web, it’s all about mobility and instant publishing. Empower editors, don’t discount the value of contents.”


Jolie Ho


2011-11-25 05:19

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