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
Marketers Need KPIs by Campaign, Channel & Individual, MediaCom’s Lampert

To succeed in a cross-device world, advertisers should develop personalized experiences for each screen with messages tailored to the device and, when possible, to the consumer, says Michael Lampert, Managing Partner and Group Digital Director at MediaCom in an interview with Beet.TV. That kind of ...

image
Content Marketing Needs Better Metrics, Rigorous Distribution, MEC’S LaVecchia

Content marketing is on the cusp of breaking through, and needs a few best practices in place to become a powerful marketing tactic, says  Gian LaVecchia, Managing Partner, Digital Content Marketing at MEC, in an interview with Beet.TV. Linking strong storytelling, with metrics and distribution is vital, he ...

image
Radio’s Cumulus Upping Video Strategy In 2015

US radio network Cumulus Media may be best known for its on-air content. But, if JT Batson has his way, the group will soon also be profiting from on-line multimedia presentations. The company’s chief revenue officer tells Beet.TV about plans for Cumulus’ Nash country music station: ”On ...

Screen Shot 2014-08-18 at 6.55.47 PM
Under News Corp, Storyful Put To Work On Brand Content

It may have started life as a tool for editors to validate user-generated content for editorial stories but, following its acquisition by News Corp, Storyful is also being set to work for advertisers’ commercial goals. “We saw a social radar,” News Corp. video SVP Rahul Chopra tells Beet.TV ...

image
BrightRoll Eager For Slice Of Linear TV Ad Business

After signing a deal with Clypd this summer allowing it to buy ad inventory for its clients from TV providers like Cox and DISH, video ad tech vendor BrightRoll reckons it can take a piece of the traditional TV advertising sector. Video is video. whether it’s own on a phone, an iPad, a television set in ...

image
Nielsen: Measuring Consumer Engagement is Key

For marketers to move more money from TV to digital, they need true parity in measurement, says David Hohman, Nielsen’s agency solutions EVP  in an interview with Beet.TV. “Parity is a consistent measurement across digital and TV. You need to be able to consider the devices, and you need to be ...

image
Mindshare’s Migliozzi on Best Practices for Branded Video

As marketers expand deeper into video content, they would be smart to apply best practices to the creation of videos, says Joe Migliozzi, Managing Director of Digital Media at Mindshare in an interview with Beet.TV. That means advertisers should produce content that fits the platform,  use assets of ...

image
Facebook Closes on LiveRail Acquisition, our Interview with CEO Mark Trefgarne

SAN FRANCISCO – Facebook’s acquisition of LiveRail for a reportedly $400 – $500 million, which was announced on July 2, closed yesterday, reports TechCrunch. Last week in San Francisco, we interviewed LiveRail CEO Mark Trefgarne about next steps.  While LiveRail will operate and serve its ...

image
Forcing Pre-Rolls On Viewers Could Hurt Brands: Ebuzzing’s Daily

Today, the 15- or 30-second pre-roll ad is the primary mechanism for monetizing online video through advertising. But could it actually be having the opposite of marketers’ desired effect? According to Ebuzzing and Teads North America MD Jim Daily: ”The user sitting there, forced to sit ...

518370725_cv2_600_368
Publishers Surfacing Native Video Ads in Rich Display, on Pages Outside the Pre-Roll

The idea drew John Oliver’s ridicule last week, but publishers who are growing increasingly comfortable with branded content production for text are looking next at servicing brands with video opportunities, according to a panel convened by Beet.TV.  These and other publishers are surfacing native ...

image
Mail Online Aims To ‘Radically’ Increase Original Video Production

The world’s biggest newspaper website intends to start making more digital video of its own, to satisfy advertiser demand for more premium inventory. “We produce 900 stories a day ,” says Mail Online’s North America sales VP Matt Kaplan in this video. “Maybe 20% of those pages ...

image
VivaKi’s Bertozzi Aims For Consistency Amid Ad Tech ‘Swirl’

The recent deal signed by ad agency Publicis’ digital unit VivaKi to buy ads from Amazon’s new self-service display tool crystallizes the outfit’s ethos, says company exec Marco Bertozzi. “The Amazon announcement is the fruition of 18 months of working with them -it’s a case study ...

loader