Oke Okaro was named general manager and global head of mobile at Bloomberg in March 2010 after spending almost six years as VP-mobile at ESPN. Over the past 13 months, he has led the rollout of four innovative new mobile applications using the popular Apple iOS operating system—Bloomberg TV+ and Bloomberg Businessweek+ for the iPad, and Bloomberg Radio+ and Bloomberg Businessweek+ for the iPhone. He has also made sure all the company's websites are optimized for viewing on any mobile device. As a result, Bloomberg's mobile audience grew 92% from March 2011 to March 2012 to 7.8 million unique monthly visitors.
In a world where technology and media are converging, Bloomberg can leverage a heritage and core competency in technology, Okaro said. Not only is Okaro able to take advantage of Bloomberg's in-house development team to build innovative apps and mobile sites cost-efficiently, he can also use the company's data analytics capabilities to understand exactly how audiences are interacting with them. “We have a deep understanding of our audience, which gives us a level of insight beyond what most media companies have,” he said.
“Our strategy for mobile is a portfolio strategy,” Okaro said, explaining that Bloomberg's brands have been aligned with the devices that provide the best user experience, such as pairing the Bloomberg TV+ app with the high-quality video viewing experience of the iPad. Links among Bloomberg's media brands have also been built into the apps. For example, a user can click a company's stock market symbol in a Bloomberg Businessweek+ story and get instant stock quotes from Bloomberg's financial division.