Reuters Mobile News Strategy: Launches iPhone and Nokia Apps

By on 06/15/2009 10:53 AM @beet_tv

Reuters, the giant global news and information company, is expanding the offering of its content via mobile with the launch of an iPhone application and an application for Nokia's OVI store.

Late last month, I caught up with Alisa Bowen, who heads consumer publishing for Thomson Reuters.  I interviewed her at the Wall Street Journal's D: All Things Digital conference.

Reuters now has app for the iPhone and for the new Nokia E72 via Nokia's OVI store. News is booming on mobile and Reuters is putting a great deal of resources into it, as David Kaplan reported last month in paidContent

As David points out, Reuters is playing catch up in the mobile news space.  The AP launched its iPhone application a year ago. Earlier this month, the AP announced a big expansion of the popular iPhone. Last month, the AP has announced an app for the Nokia E97.

Andy Plesser, Executive Producer

Video Transcript

Alisa Bowen:  Two weeks ago we launched an application on the iPhone device and the Blackberry device. The reason we moved on from just providing web-based services is there's so much more interactivity and great user experiences that can be generated using these application platforms. So we decided to take the next step forward and build in additional functionality: things like offline caching so that people can browse our content when they're in elevators or in subways, things like a better pictures experience that allows people to browse the news using a mosaic of pictures from the day, increased use of video, data, portfolios, and watch lists, and that kind of functionality which you just simply can't do very well without using the applications.

I think the applications in general are changing the game in terms of the volume of content people can consume. We found that with some of these applications the piece, the individual items of content that people are consuming are up ten or even a hundred fold on what they through through a web browsing experience. It changes both the ability to quickly navigate and to quickly consume large amounts of content, as well as the way that you might organize, or save, or share that content as well.

Andy Plesser:  You know here we, we, we saw just a presentation from Nokia. What is the…what do you think of the new device? What do you think of the opportunities of…or what are you doing with Nokia and and the new operating system?

Alisa Bowen: 
We've had a very long standing relationship with Nokia. We work very closely with them particularly in Europe. We've participated in a number their R&D projects, particularly in recent times what being dubbed the "MoJo" experiment, "Mobile Journalism," where we worked closely with Nokia to help them refine the video capture, uploading, editing software that's in-built into their forthcoming devices. And it's been a fabulous learning experience for both organizations. We've been able to share with them some of the work flow issues that make the technology that much more usable. And they've been able to share with us some of the directions in terms of the technical capabilities that we've been able to develop for. So we have our video automatically pre-loaded into the Ovi Store and a number of shortcuts to Thompson Reuters content and, in particular, Reuters.com content pre-loaded into the Ovi Store and it's a different model. You know the Ovi Store allows not only full applications, but RSS content be accessible and that's a big difference so it's really important to us to be working with a broad range of partners: Nokia, RIM [Research in Motion Ltd], Apple, Google, to really understand the strengths and the opportunities of all of these different platforms so we can ensure that we stay ahead of what consumer demand is.

Andy Plesser:  Very good. What you think about the new device? What were your impressions that you saw onstage?

Alisa Bowen:  I think it's fabulous. I think it's certainly feature packed. There are certainly, you know, a lot of capabilities built in there and what I really admire about Nokia is their ability to transcend the literal capabilities of the technology and really think about what the user experience is. And there are other technology companies who are also very good at that, but I think Nokia, particularly in the US marketplace, hasn't necessarily had a profile that matches their expertise and I'm looking forward to seeing them penetrate this marketplace lost more strongly.

The Reuters.com family of products which is seventeen web sites, globally mobile applications and mobile browsing experiences offline and then also digital out of home is really designed to provide information and news to business professionals, so it fits very neatly in the family of customer segments that Thompson Reuters serves, which is business professionals at large. And our goal is to really provide a broader proposition to business professionals and then allow them to dig into deep niche verticals of high value content that Thompson Reuters is particularly well placed to provide.

Everything from financial services and financial information for people who are involved in the financial services sector through to legal and tax and accounting information. So a small example of that is we recently, last week, launched a small business vertical on Reuters.com. So this is a place where small business owners and operators and entreprenuers can come, find news and information that's relevant to helping them run their business more effectively, and in addition to that we've provided a series a reference informations from our colleagues in Find Law in the legal division that helps people think through some of legal issues and some of the business start up issues that face entreprenuers around how to hire staff, how to write contracts, how to lease space, how to prepare a business plan, how to deal with your tax accountant or your bank manager. So through Reuters.com we're actually able to provide a retail face to the depth and breadth of Reuters content that's primarily designed for b-b marketplace.

Andy Plesser:  So it's a gateway to subscription, to the paid business.

Alisa Bowen:  Yeah, it's a gateway and it's also a tremendous marketing vehicle for the rest of the firm as we're able to introduce people to the quality content that Thompson Reuters specializes in.

Recent Videos
image
Data is an “Enabler” of Creativity, JWT’s Jeffrey

When J. Walter Thompson’s Non-Executive Chairman Bob Jeffrey got his start in advertising, it was normal for agencies to present a single TV spot to prospective clients in order to prove their credentials. For example, at Chiat/Day, where he worked early in his career, they showed the “1984” Apple ...

image
Addressable TV will Provide Unprecedented Granularity, SMG’s Scheppach

CANNES — So-called “addressable TV”, in which TV sets can now speak back to broadcasters, are tantalizing with the promise of household-level ad targeting. But addressable TV is not just about more refined TV targeting – the device in the living room is one platform that will feed ...

image
Careers in AdTech Will be Powered by Digital Transformation, AOL CEO Tim Armstrong

Less than 10 percent of e-commerce and advertising is powered digitally —  but that will inevitably change. And the looming transformation will provides a twenty to thirty-year “tailwind” for the entire adtech and media industry which will mean vast opportunities for young people ...

image
Big Changes in the Values of Brands Powered by Geography and Technology, Sir Martin Sorrell

In the past 10 years, since the WPP-owned global brand consultancy Millward Brown has tracked the value of brands with its BRANDZ 100 rankings, there have been many changes.  Over that period, nearly half of the companies have changed.  This upheaval  has been powered by two major factors:  geography and ...

image
Addressable TV Advertising is Changing the “Lumascape,” Banker Kawaja

CANNES – As addressable TV advertising emerges, so are a number of companies including Visible World (recently bought by Comcast), Clypd, Simulmedia and others.  For the new medium to succeed, one essential will be companies that focus on yield management around addressable TV, says investment banker ...

image
A “Whole New World” of Video Advertising Coming to Comcast/NBCU, Driven by Set-top Data

CANNES – Comcast’s data from its twenty millions set-top boxes, coupled with marketers’ first party data, will create a “whole new world” for NBC Universal, for both advertising and content creation, explains Linda Yaccarino, Chairman, Advertising Sales and Client Partnerships ...

image
WPP’s Sorrell Wants Nikkei To Make FT More Ad-Friendly

It was a WPP agency that devised The Financial Times’ once-famous marketing slogan, “No FT, no comment.” So, what does WPP CEO Sir Martin Sorrell think of Pearson’s sale of its newspaper to Japan’s Nikkei for £844m ($1.3bn) this week? Speaking with Beet.TV in this video ...

image
Millennials Will Transform the Way Agencies Work: JWT’s Jeffrey

When considering setbacks over the course of his career, J. Walter Thompson’s Non-Executive Chairman Bob Jeffrey thinks of losing accounts, which he always took “very personally and emotionally.” In particular, he remembers when the agency lost most of its Microsoft business. “That was very painful ...

image
JWT’s Mirum Brings “Deeper Technology Expertise”

CANNES – “I think what clients are looking for from agencies now is a partner that helps them navigate,” says Lyle Tick, chief growth officer for J. Walter Thompson. “And that’s a lot of what we’ve been doing at J. Walter is restructuring ourselves in order to deliver those types of ...

image
Addressable TV Can Unleash TV Ad Creativity

CANNES — The $72 billion US TV advertising industry is premised on making 30-second spots that target consumers. Imagine what happens when TV sets give advertisers the cues they need to target customers individually. Michael Bologna, president of GroupM’s Modi Media division, which is working on ...

image
The Future Is The Vast, Unconnected World: Facebook’s Everson

These days, Pets.com is part of internet folklore – an early dot.com juggernaut that, in its mission to sell pet supplies direct to consumers, burned bright, launching in August 1998 and going from an IPO to liquidation in 268 days. Carolyn Everson remembers the site with horror, too – but, ...

image
Oculus, Microsoft HoloLens, Snapchat and the Inevitable Transformation of Media: Daily Mail’s Steinberg

CANNES — When considering the future of media over the next decade, the Daily Mail’s North America CEO Jon Steinberg thinks we have to be open to what may have seemed impossible even two years ago. “When I look at my 6-year-old daughter, I’m pretty sure she’s not going to drive a car,” he ...

loader