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The first keynotes were introductory ones by Hans Janssen, CEO, and Erik Schut, President of WoodWing Software. After that, attendees were enlightened by further speeches provided by Simon Regan-Edwards of The Sunday Times, Marica Finnsiö of Aftonbladet Mobile and John Einar Sandvand and Kjetil Palmquist of Media Norway Digital.

How we made the world's Number 1 newspaper app, The Sunday Times experience
During his presentation on what has made The Sunday Times the world's number one news app, Simon Regan-Edwards admitted that the paper's goal of getting every section and every story into a tablet app was a challenge. He advised that other companies with fewer resources may want to consider an Editor's Choice approach to news delivery instead of total coverage. Regan-Edwards also admitted that on the road to tablet production, some people and some ideas simply don't work and that an organization shouldn’t be afraid to shuffle resources and try new approaches. He confirmed, however, that The Sunday Times' tablet app was driving growth at the paper, not only in tablet readership but in overall digital subscriber numbers.

Combining efficient production & great concepts & tablet experience
John Einar Sandvand and Kjetil Palmquist gave a presentation on combining efficient production and great concepts and tablet experiences. They reiterated that declining print sales and abundant advertiser opportunities were creating challenges for traditional publishers but that the key for tablet success came from analyzing product trends and keeping an eye out for content opportunities. Sandvand said that "Publishers have to find unique value for their apps: unique content, unique convenience, and unique usefulness, packaging and experience." While Media Norway took several approaches to developing their next generation news experience, and not all of them successful, each attempt taught valuable lessons that were put to use in the next product in the queue. After detailing the company's latest digital product strategy, Sandvand concluded by saying that "Organizations must change to adapt new skills. Launch and learn."

Following presentations by WoodWing’s product evangelist Victor Cardoso on publishing to every channel and building a tablet app from A-Z, Marica Finnsiö of Aftonbladet Mobile spoke about her company's experiences in the digital landscape. She revealed that Aftonbladet, Sweden's largest news daily was reorganizing its workflow so that digital platforms came first, and print second.

The digital success of Aftonbladet
Aftonbladet has several apps on the marketplace, two custom apps and three made with WoodWing's Tablet Publishing Solution. Has tablet apps been the salvation for the company? "No, not yet," she admitted, but she revealed that Aftonbladet had learned to listen to their readers through closed test groups on products one month prior to their launch. She also said that a mix of app content and pushing readers to Aftonbladet's website seemed to be the right mix of approaches to secure digital success.

After the last break, Andre Valkenburg of the Saints came on stage to give away a sneak peek on the implementation of the Sanoma html kiosk tijdschrift.nl (translated, magazine.nl), which had just been released the same day. The day concluded with a showcase of all the WoodWing apps in the online gallery by WoodWing’s channel manager Arjan Bonte.

At the end of the day people had heard a lot of interesting news, spoken with colleagues and WoodWing partners and went home inspired and full of new ideas!