Trends in mobile: Mobiletech and The Globe

and Mail
Growth and monetization strategies
• Mobile Context
• Workflow
Integration
• Business Models
Learn more

• Visit Mobiletech at booth 1.501,

Hall 1
• Visit our partners
–Vizrt and Escenic at booth# 1.410
–CCI Europe at booth# 1.310
–Saxotechat booth# 1.335
Globe and Mail Mobile: Our story so far…

Angus Frame
Vice President, Digital Media
Who are we? A Newspaper

• Canada’s National
Newspaper, almost one
million print-edition
readers a month
• Considered Canada’s
paper of record for
Business and National
news
• Popular with national
brand advertisers seeking
influential affluent
audience
Who are we? A family of websites
• Globeandmail.com -- a Leading
Canadian news destination,
around 100M page views/month
• Globeinvestor.com -- Dominant
Canadian finance site
(globeinvestor.com) focused on
investors; includes successful
subscrition service
GlobeInvestorGOLD.com
• Collection of smaller vertical sites
in niche categories (Automotive,
Education, Lifestyle etc.)
• Steady revenue growth driven by
display advertising for national
clients. Growing focus on premium
sponsorships and sophisticated
integrated solutions and
partnerships with advertisers
Only 1.5 years ago our mobile business was
insignificant
• Mobile site hosted
and managed
externally
• Minimal traffic
• Minimal revenue
• Low priority internally
Then opportunity knocked

• Vendor hosting our

mobile site terminated
our relationship
• Invested in
technology from
Mobiletech that
integrated with our
CMS (CCI+Escenic)
• Internal team
assumed control of
m.globeandmail.com
Why Mobiletech?

• Seamless integration with Escenic

platform (Globe went live on Escenic in
May, 2009)
• Gave us full control and flexibility over
revenue model
• Gave us full control over content and
presentation decisions
• Were able to meet our very tight deadline
Results: Organizational Change
• Globeandmail.mobi went
live on July 1, 2009
(exactly on deadline)
• Globe created small
internal team to focus on
mobile (product manager,
editor)
• Refined experience and
carefully directed traffic to
new mobile site with
email, SMS etc.
Results: Traffic

• Monthly unique visitors went from 45,807

in June 2009 to 544,887 in June 2010, an
increase of more than 1000%
Results: Revenue

• Once traffic volume was established, significant

advertising opportunities were available
• Created mobile sponsorship packages for major
brand advertisers that allowed them to purchase
a portion of all mobile inventory
• Mobile revenue for FY10 was 229% of plan, with
almost all of the revenue coming in final two
months of the year (Globe fiscal ends Aug. 31)
What’s next?

• Mobile a corporate priority for FY11,

believe growth in FY10 is only the
beginning
• Focused on product enhancements and
revenue generation
Thank-you