1 / 18

Non Stop Music Non Stop Revenues

Non Stop Music Non Stop Revenues. Dan BOABES General Manager Simplus - Romania. Who we are?. Simplus - part of the ParlaTel Group, dedicated to innovative mobile applications ParlaTel is a Holding Group of companies, one of the main alternative telecom operators in Romania

atalo
Download Presentation

Non Stop Music Non Stop Revenues

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Non Stop MusicNon Stop Revenues Dan BOABES General Manager Simplus - Romania

  2. Who we are? • Simplus - part of the ParlaTel Group, dedicated to innovative mobile applications • ParlaTel is a Holding Group of companies, one of the main alternative telecom operators in Romania • ParlaTel lines of business: • fixed telephony • -ISP • -Value Added Services (Premium SMS, Premium IVR)

  3. About Simplus • Simplus – mass mediae - revenue share collaborations • Contracts with 8 national TV stations OTV

  4. Strategy - I • Focuse to specialised TV channels: • Music channel – no. 1 • Music channel – no. 2 • Sports channel – no. 1 • News Channel – no. 1

  5. Strategy - II • Continuous innovation and new services: • Music dedications – Dec 02 • SMS chat – Jan 03 • SMS voting – Feb 03 • Premium IVR – March 03 • Ring-tones – Jun 03 • SMS News – Jul 03 • M-payment – Aug 03 • TV Chat – Sep 03 • Integrated SMS/IVR app – Dec 03 • SMS Games – Feb 04

  6. Romanian music channels Notes: 1 – One rating point = 1.2 million viewers; prime time, Dec 03 2 – According to IMAS study – March – May 2004

  7. Killer applications • Music dedications • Hangman • M-payment • TV SMS Chat “Killed” applications • One2One SMS chat • Ring-tones • Integrated IVR/SMS applications

  8. Killer applications • Music dedications • Description: • SMS messages are received by Simplus servers from the mobile operators • Messages are filtered – automatic (bad words list) and manual (screening by human agents) • Messages are delivered to the broadcast equipment • Text is displayed as a crawling text • Non-stop service

  9. Reasons for success • Music dedications • Non-stop service • Easy to use and understand • Occasions throughout the year (Christmas, Easter, St Valentine’s Day, Birthdays etc) • Almost no human intervention • People instantly receives nationwide exposure (“egocentric”)

  10. Killer applications • Hangman • Description: • The user sends a keyword (“Hangman” –eg.) to a PSMS short code • The system delivers the word to be discovered • (“H - N - - - N”) • The user sends letters and receives a number of points for each discovered word • Video

  11. Reasons for success • Hangman • - Non-stop service • Easy to use and understand – people are already accommodated with the game • No human intervention • Players receive their rank after each play (by SMS and website) • Weekly prizes for top players • Low cost/message, high number of repetitive plays • 50% of traffic is made close to the deadline (last 24 hours) as players compete for top positions • Fair play system (players have all info, no cheats or tricks)

  12. Killer applications • M-payment • Description: • The user sends a a high value SMS (1$ - 3$ / SMS) with a code associated with the ordered services • The system delivers a code for payment confirmation • The user uses the purchased service: dial-up access, website access, personalized horoscope, personals etc. • Video

  13. Reasons for success • M-payment • - Non-stop service, comfortable use • Easy to use • No human intervention, completely automatic • Nationwide delivery (Internet dial-up throughout the country etc) • Fair pricing • Easy to adapt data-mining procedures (tracking users purchasing behaviors, monitoring usage a.s.o) • Exploit “other party pays” concept

  14. Killer applications • TV SMS Chat • Description: • The user sends a a low value SMS to a short code • The message is displayed in a chat window on TV during night hours • A host proposes discussion subject and manages the show content • Messages are filtered for badwords and phone numbers

  15. Reasons for success • TV SMS chat • - Easy to use • A well known working principle (users are already accommodated with the web chat) • Host can keep alive and encourage conversations • Constant traffic as chatter community is built • Fair pricing (low cost) • Real time (caution: sensitive to technical flaws on the communication chain)

  16. “Killed” applications • One2One SMS chat • Customer perceives no benefit • Other alternative methods of communications at lower cost • Ring-tones • Difficult to use (codes usage, various phone types etc.) • Integrated IVR/SMS applications • Too complex procedure

  17. Success pattern • - Non-stop service • Easy to use • Completely automatic (“humans bring errors”) • - Fair mechanism (users feel served, not cheated) • Instant usage • Adequate awarding to foster competition (prizes)

  18. About failures • - There is no universal success recipe • Cultural adaptations needed (the success of a certain could vary widely from country to country) • Simple mechanism, use simple advertising messages • “Try and error” – unavoidable; previous experience counts • Some services have a short lifetime (e.g.: sms-games) of several months compared with music dedication (several years)

More Related