BMJ Group Mobile Applications and doc2doc Wednesday 15 th June 2011

Where we are Over 100k downloads Conducted User Research Delivered Native Apps Move to tablet Talking to –Customers –Carriers –Potential sponsors/partners –Device manufacturers

Our mobile work to date Mobilising some of our content via - Mobile sites, iPhone apps, iPad apps, … … “Test, Learn, Test”

Mobile site Careers Launched BMJ Careers November 2009 Vets July 2010 Runs on our own platform. Works on all high end mobiles Cost £ small (developed in house)

Mobile site Medical Journal Journal of Emergency Medicine launched January 2011 Developed as a pilot for Specialist Journals Developed by Highwire Usage – too early to tell

Mobile site onExamination Launched in Jan 2010 Developed ‘in house’ Uses ‘Work Hard’ technology Synchronised with onExamination’s exam products Free as part of their exam revision subscription 66% of users are referred from our main web site

iPhone App Differential Diagnosis Launched January 2010 Added functionality - can also take notes, photos, share, etc Sells at £4.99 Has clearly been a success story 3*

iPhone App Student BMJ Launched June 2010 A free app Downloads articles users want to read off line *

iPhone App Careers Launched September 2010 A free app Alerts users to new jobs fitting their profile

iPhone App onExamination Pilot launched July for 2 exams Price £9.99, £4.99 (100 questions) Sold 300+ units

iPhone App Best Practice Launched October 2010 Complex content, large image download Sells at £9.99 or £19.99 for any of 15 specialist collections. £59.99 for all.

iPhone App Best Health Launched December apps to date (more poss) –Depression in adults (1 topic) –Child Health (30+ topics) –Diabetes type 1 (1 topic) Experimental consumer facing, no first mover advantage, flat content, limited marketing Sell at £1.19 & £2.99

iPhone App Doctor’s Tool Bag Launched December 2010 Developed in conjunction with the CEBM (Oxford) A ‘bag’ of 60+ simple but useful tools aimed at helping Doctors in the patient consultation Sells at £4.99 (+in app purchase at £8.99) Still early days – sold around 400 in first four weeks, then 300 in a single day, and straight to ‘number 1’, after marketing campaign Usage Stats Total downloads:4,007 Chart position:59 Usage Stats Total downloads:4,007 Chart position:59

iPhone App BNF BNF 60 just launched Produced by Medhand Also available on Windows mobile and Palm Sells at £26.49 Consistently the best grossing app in the medical section BNFC just launched Tayside formulary app

iPad App The BMJ Launched January 2011 Brings ‘browse the journal’ weekly experience to a global audience Truly leverages the iPad’s capabilities –Slick navigation, Interactive, News feeds, Blogs, Podcasts, Video, Web links £9.99 for 4 weeks, £2.99 a back issue

iPad App Best Practice Just launched Same pricing as for iPhone app Looking at institutional access – voucher system?

User research Direct –91% pay for own Apps –63% use Smartphone or Tablet –52% use medical Apps –51% use Clinical decision aid Apps –Apple lead the way –Emerging markets paint a different story

User research Institutional subscribers –50% provide mobile devices –Split between iProducts and Bberry –88% expect end users to purchase own Apps –Primary usage of Apps Clinical decision aid Articles –Budget €10-20k (taken from online Journal budget) NHS – Approved suppliers –Blackberry –Dell – iPhone/iPad?

Landscape Fast paced Growing market –50bn Apps (2012) –$17.5bn (2012) Crowded market Emerging markets App store reliance (a thing of the past?) Consolidated market

The Major Players - Platforms PlatformNumber of AppsNumber of downloads Android200k*3bn to date iOS320k + 70k10bn to date Symbian40k4m a day Blackberry25k*23.5m to date Windows12k- Get Jar75k1bn to date

Growth of the mobile OS market Source:Gartner (April 2011). Figures as % Platform Android Microsoft Apple RIM Symbian Other

Growth of the Tablet market Source:Gartner (April 2011). Figures as % Platform iOS Android QNX WebOS MeeGo Other

Latest trends Tablets HTML5 WAC 4G QR Codes Cloud Data offloading Subscription: m-publishing –Google One pass –Yahoo!Livestand Consolidated platforms Operator billing

Potential Other platforms –WAC –HTML5 Sell direct Create new –Labtests –Evidence Centre Provide subscription model –Blackberry Enterprise Server –Blackberry Enterprise Store –App Store Volume Purchase Program –D4 –M-publishing platforms Enterprise model

RIM Institutional Structure AW WWW BBerry Tablet Firewall AW

Next steps Prioritise on what customers want –Existing –New Pilot –HTML5 –Device –Carrier –Primary & Secondary Care –m-publishing –Medical schools

Overview Launched January ,000 members 1,500 new members per month International 500 discussions a month Over 2,000 posts a month 20,000 unique visits a month Open and closed access Forums, blogs, people search, polls

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