Around 50 percent of Germans are now online via mobile devices, a third of whom almost exclusively use the mobile Internet. An important trend that was also reflected in the number of visitors to the third Mobile Media Day in Würzburg yesterday: with around 500 trade visitors, students and media experts discussing the future of mobile media use at the Vogel Convention Center under the motto "mobile, personal and smart", almost twice as many attended as last year.



"Mobile online use is one of the strongest drivers of change in the media landscape" - Siegfried Schneider, President of the Bavarian Regulatory Authority for New Media, opened the event with this reference to a paradigm shift in the media sector.



In his keynote speech, technology blogger Sascha Pallenberg used the example of the automobile to illustrate what happens when mobile concepts change fundamentally. While the personal car has previously stood for individual mobility, the networked and self-driving car will offer completely new opportunities for media content. In his eyes, this "third living space" between work and home will become "the mobile media market of the future".



As host of the Mobile Media Day, Stefan Rühling, CEO of Vogel Business Media, explained why the networked mobile world has been a focal point of the major specialist media company for years. With its start-up workshop, Vogel Business Media has already created a place for start-ups in Würzburg.



Representatives from Vice, Blendle, Pylba and Bayerischer Rundfunk, among others, showed just how competitive the mobile market for media brands already is. The ability to reach customers anywhere and at any time presents providers with a key challenge: relevance. In this context, Vice sees itself as the world's fastest growing media company and wants to reach its young target group with distinctive and unique content. Bayerischer Rundfunk, on the other hand, uses personalized news in its BR24 app to provide a tailored offering for every user.



When asked what journalists, programmers and web designers can have in common, Lina Timm, Head of Media Lab Bayern, gave a short answer: "A start-up!" However, for a start-up to be successful, it needs the right environment. The Media Lab Bayern therefore offers a place and support for founders in the start-up phase.



Philipp Steuer presented impressive figures in his presentation: there are now 30 billion WhatsApp messages, one billion mobile views on YouTube and six billion Snapchat messages every day. For Philipp Steuer, it is clear where this huge appeal of such mobile services comes from: authentic, direct, personal and - as in the case of Snapchat - time-limited content is created that people want to access on their mobile devices.



Pictures, presentations and videos from Mobile Media Day can be found at www.mobilemediaday.de



The Mobile Media Day is an event organized by Bayerische Medien-Servicegesellschaft mbH (BayMS) in cooperation with Vogel Business Media, Bayerische Landeszentrale für neue Medien, Coworking Würzburg, Mediennetzwerk Bayern and iwelt. The event was sponsored by the Bavarian State Ministry of Economic Affairs and Media, Energy and Technology.



Vogel Business Media is Germany's largest trade media company with 100+ trade journals, 100+ web portals, 100+ business events as well as numerous mobile offerings and international activities. Its headquarters are in Würzburg. The print and online media primarily serve the industrial, automotive, information technology and legal/business/tax sectors. The company is celebrating its 125th birthday in 2016.