How do you keep pace with the dynamics of the Mobile Revolution?
No other instrument has created a greater impact in our lives, at least in recent decades, than the mobile phone. There are more than a billion users in India of the mobile phone, but more than the numbers it is the sheer power of the instrument, especially the smartphone, that is amazing. If at home it may not be surprising to see silence reign and members of a family engrossed in texting, pinging, chatting or whatever with their eyes glued to the small hand-held screen, the transformation of the media landscape and publisher business has been quite dramatic, so much so that several organisations, including the majors, are now focused on meeting the challenge of catering to the customer of today and tomorrow – Generation Z – who, according to Dushyant Khare of Google India, is likely to be a mobile-only user.
For owners, publishers, editors and technical heads, riding the “smartphone wave” hasn’t been easy and it is unlikely to be smooth in the days ahead. For the mobile revolution is still as dynamic as ever. As Khare says, the question that is uppermost in their minds relates to money, especially at a time when print subscribers have dwindled. So who is going to make sense of the “digital phenomenon”? We may have to wait a while for that to happen.
The latest World Press Trends Report has found that for the first time, circulation revenue of newspapers across the globe has surpassed advertising revenue. Declining advertising revenues are posing yet another challenge for publishers – how to make print more attractive.
Kasturi Balaji, director of Kasturi & Sons who now heads the World Printers Forum, suggests that a redefinition of the newspaper may be required if the printed newspaper and the printing plant are to be sustained. Can newsprint compete visually with high-quality displays on mobiles, tablets, he asks. We all know the answer to that. So, what’s the way forward? One of the ways could be users buying the articles they wish to read. Blendle’s micropayments system holds promise for publishers not only as a revenue stream but also as a gateway to selling subscriptions. The concept as far as I know is yet to take shape in India but it is an interesting concept nevertheless.
Then there is the whole issue of mobile revenues not keeping pace with the rising number of people using smartphones to consume news. Google, Facebook and Twitter seem to be making all the money while others are left wondering what to do. More than half the readers of four UK national titles (Independent, Daily Mirror, Express, Guardian) access content only on mobile devices (smartphone or tablet), not in print or on a desktop computer. And that not only makes the picture clear but also strengthens the view many of us have – that the future will be more about mobile devices.