Conversations with Facebook, NDRC, Meteor, FeedHenry, RTÉ Digital, Hailo, Coder Dojo, Treemetrics, Studio PowWow, iMob Media, Transact Carbon, and RadicalRadical
Meeting Audience needs is a fundamental part of our public service remit at RTÉ, and through a myriad of platforms and services such as RTÉ.ie, RTÉ Player, and Apps such as RTÉ News Now, we’re constantly evolving our products to try and keep up with and at times be ahead of audience behaviours and expectations. We recognise that today and tomorrow’s audiences can control when , how and with what device they consume media content and we strive to ensure our audiences are engaged with us, whether it is through traditional TV and Radio programmes, online or on mobile.
Mobile is ubiquitous, and our remit is to provide a first-class, multi-platform experience for our users at home and internationally. Through innovation, and collaboration, it is key we all maximise this step-change in our ecosystem, that is moving faster than we are.
Over 7bn mobile devices will be in use by the end of this year globally according to Cisco and RTÉ’s own mobile penetration has now passed the 60% mark, with 63% of our 128 million monthly page impressions coming from mobile devices. This migration is well-ahead of our nearest neighbours at the BBC, whose adoption rate is approximately half of this figure. Indeed the Irish market is more advanced that most European markets for mobile adoption. From the Diaspora’s perspective, of our 4.3 million unique browsers monthly, 42% are outside Ireland. Our News Now App has nearly 900,000 downloads with 20% of these accessing the App internationally, and our RTÉ Player App boasts nearly 650,000 downloads to date, with one quarter using the App from outside Ireland – we believe our success in the online and mobile space can be attributed to having access to great content, knowing our audiences, and being accessible on multiple devices.
The Future is Mobile Event
As content creators, technologists and marketers, we have sought to work collaboratively with Ireland’s Digital economy, supporting them, and leveraging best practice. As the digital heart of RTÉ, we’re at the coalface when it comes to changing technological trends, digital audience behaviours and platform and App development. As such we have developed a keen understanding of both the massive opportunities and inherent challenges of this new ecosystem, and this led us to partner with Mobile Monday’s Irish Chapter to address some key questions with our industry colleagues around the future of mobile, trends, and hurdles that we all face on a daily basis.
Hosted by Ben Hurley, CEO, NDRC, we brought our attendees on a journey through the mobile landscape from a myriad of perspectives, that of the Investor, the App Developer, the App Marketer and from industry giants such as Facebook, rounded off with a visionary look at Ireland’s mobile future with Coder Dojo co-founder James Whelton.
- comScore provided us with insight into the ever changing mobile world; with industry insight from App developers such as Marino Software, Treemetrics, iMob Media, Studio PowWow and Transact Carbon shed light on the App business models of today and in the future.
- Hailo, the Taxi App spoke about their business model and phenomenal global success. Coder Dojo’s James Whelton, talked of the future for Ireland’s coding kids and the vision that needs to be engendered at an early age to continue to place Ireland on an upward tech trajectory. Feedhenry – the “bad boys” of B2B App technology spoke about the absolute need in the Enterprise space for Apps – and that the appetite for this type of technology was already prevalent in the enterprise space.
- Monetisation and the key issues around measurement, technology fragmentation were discussed by Radical, RTÉ, iMob Media and Facebook, while the NDRC, RTÉ Digital looked at what business models work in the mobile market and how content, user-experience and data are “King” of the mobile world.
The opportunities for all Irish companies are phenomenal. With constant connection being the norm, all indigenous App developers are now playing on a global stage, and Ireland is well placed to take a chunk of this business. Doing so however is not without its challenges and as an industry we need to continue the conversation with leading experts in the field, forge partnerships amongst each other to maximise our collective strengths, highlight both the constraints and the massive opportunities, and work collaboratively to progress our participation in this incredible new media ecosystem.