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Sanoma Budapest, New Media Division June 08, 2009 , Tamas Szepvolgyi

Mobile for the MEDIA. Sanoma Budapest, New Media Division June 08, 2009 , Tamas Szepvolgyi. WELCOME to SANOMA BUDAPEST. 42 MAGAZIN. 42 MAGAZIN ES. 24 INTERNET SITES. 6 MOBIL SITES. ANNO 1900 – Media & Tele com. „Drótvezeték könnyen elromolhatik ” The wire may br e ak easily.

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Sanoma Budapest, New Media Division June 08, 2009 , Tamas Szepvolgyi

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  1. Mobile for the MEDIA Sanoma Budapest, New Media Division June 08, 2009, Tamas Szepvolgyi

  2. WELCOME to SANOMA BUDAPEST 42MAGAZIN 42MAGAZINES 24INTERNETSITES 6MOBILSITES Mobile for the media

  3. ANNO 1900 – Media & Telecom „Drótvezeték könnyen elromolhatik” The wire may break easily „A modern ember türelmetlenkedik! Modern men is impatient! Ábrándja villamos fül és villamos szem, hogy barátját ne csak hallja, de lássa is.”Dreams of electric ear and eye to hear and see the distance Mobile for the media Ábrándja a villamos fül és a villamos szem…

  4. Transitions of the NEW MEDIA • RADIO to TV • Radio mindset – Visual Radio • BBC – Forbid to show the news reader, he was a voice to public only„Visual Radio” only showed maps and flags • When finally there was a face to the voice, today’s news format was born • PRINT to INTERNET • In the beginning publishers used internet with a simple print layout • There were no interactive ads • INTERNET to MOBILE • Mobile publishing is NOT online publishing! • Mobile is in the early transitional phase Should find its own language • Always on • Always online Transitions are the challenges for the media companies and for the advertising industry Mobile for the media

  5. "I believe traditional newspapers have many years of life but, equally, I think in the future that newsprint and ink will be just one of many channels to our readers," he said, predicting a future in which "media becomes like fast food„withconsumers watching news, sport and film clips as they travel, on mobile phones or handheld wireless devices”. Content gets digital, change is inevitable Rupert Murdoch - News Corp. 2006 Mobile for the media

  6. We will access content in many different forms • Kindle version of New York Times USD13.99 / month • Paper version of New York Times USD46 /month(Pricing includes content and delivery) Relevance and user experience! Mobile for the media

  7. PRAVDA Mobile publishing is widespread • Open Internet browsing • Walls removed • Search tools • M-commerce • Advertising • Monetizing on mobile sites • No data charges on ad views • Beyond Browsers • On-Device Portals, Active Idle Screens, • Applications (application stores) From Russia with Love Mobile for the media

  8. Where are we now? Amount of content accessiblevia mobile WE ARE HERE t 2007 2008 2009 2010 2011 source: international research companies, Sanoma Mobile for the media

  9. Challenges for the media Enablers must be in place € € HANDSETs capabilities ACCESS (flat fee data) USABILITY, interfaces RELEVANCEof services BILLING, financing € € € • SMS paid • Operator’s clearance • Ad financed • other payment method Mobile for the media

  10. Challenges for mediacreating good user experience Smart phones and iPhones ok, but what about the remaining 90% of the phones? Mobile for the media

  11. Challenges for the mediacreating good user experience Optimization and tailoring is needed! Mobile for the media

  12. Challenges for the mediacreating usability – sites made for mobile Mobile for the media

  13. TRENDS - Changes in the mobile ecosystem Without advertising MOBILE OPERATOR € Publishers, Content owners € 3 years ago we were told there would be no advertisement on the operator portals With advertising MOBILE OPERATOR ADVERTISERS € € Adagencies, Search engines, Publishers € minutes Technology inspires media - media inspires technology AdFinanced Model – Blyk in Brittan , Vodafone’s international Ad strategy is here! Mobile for the media

  14. from kissing Eskimos… TRENDS - Changes in the mobile ecosystem Evolution of services Revenue of mobile (media) services Rich media Handset customization(wallpapers, ringtones) TV shows Gaming M-commerce 2000 2001 2002 2003 2004 2005 2006 2007 2008 2011 2009 2010 Mobile for the media

  15. TRENDS - Changes in the mobile ecosystem Revenue of mobile (media) services Revenue of mobile (media) services Rich media Handset customization(wallpapers, ringtones) MOBILE ADVERTISING Gaming TV shows M-commerce 2000 2001 2002 2003 2004 2005 2006 2007 2008 2011 2009 2010 From kissing Eskimosto interactive mobile campaigns! More complex services needed, service bundles! EXAMPLE: In the Far East there are countries with no ordinary music business anymore. All music is available in streaming format – operators became gatekeepers. Mobile for the media

  16. hahahaa hahahaa haha-haa TRENDS - Mass marketing vs. individual targeting € 20k Mobile is not a broadcasting tool! Russian gentlemen, spending 20k to find the girl with a letter published. He had a message to one single person. Most of us have, most of the companies who come to us, have – Newspapers & Magazines to raise awareness – mobile for the interaction! He never received an answer…(Media agencies: nonsufficient activation) Would have been cheaper if he dares to ask the girl’s number. Get closer to the audience, and building up a proper relationship. The more intimate the relationship is, the more meaningful content there is for the user. Mobile for the media

  17. EXAMPLES - Where is mobile in the media mix? Let’s play! Please read the codes on the walls! First message to Tommi wins a FANTASTIC PRIZE Mobile for the media

  18. EXAMPLES Let’s play! Please read the codes on the walls! Do you know what this is? Japanise grave stonewith a mobile code (QR code) „Ishi no Koe„ - „voice of the stone” Always turned on, always connected. A Japanese motorcycle gang is keeping connection with a deceased friend. Mobile for the media

  19. online print events 360 TV mobile EXAMPLES - Where is mobile in the media mix? • 360 approach • Integrated digital media environment • Mobile is just an element • Advertiser needs a trusted and well-targeted environment, • cross media publishers have thisenvironment already • Aim >> media offset >> mobile plays its role:personal massage delivery, interactivity Mobile for the media

  20. MUST haves for a media company in 2009 • Interactions in Magazine, Online, TV, Mobile • competitions; vote-lines; • reader feedback forums; • reader subscription-based services • text in services, paid content • call TV • micropayments At Sanoma over 100 interactive services via mobile Mobile for the media

  21. The mobile Inventory New media tools – Mobile is a medium Startlap (startlap.hu) NLCafe (NLC.hu) FigyelőNet (fn.hu) Vezess.hu (vezess.hu) StoryOnline(storyonline.hu) + 4 applications Mobile for the media

  22. The mobile Inventory New set of media tools Mobile advertisement 1.) ON SITE handset dependent advertisements, advertorials to create engagement, brands provide trusted environment 2.) APPLICATIONS Further engagement with brand 3.) SMS servicesAd sponsored useful information/infotainment 4.) LBS – Location based services PLS. TURN YOUR BLUETOOTH ON! Tonight we will have a surprise for you. 5.) QR codes – mobilkód, - capable of drive readers/viewers from one medium to another Mobile for the media

  23. The mobile Inventory – QR Code / mobilkód Hungarian introduction of QR T-mobile, Pannon, Sanoma – free download Print is measurable. Lucky FHM subscriber from PÉCS – won a trip to China. Via mobilecodes (QR codes) in Figyelő, our business weekly updates the printed magazine (extra information on an article) Mobile for the media

  24. Takeaways from a MEDIA company • stakeholder’s cooperation! • Remove obstacles of access • data tariffs! • opening up ecosystems • Usability - rich media experience • Digitally integrated campaigns! Less hype, more action! Let’s do it! Mobile for the media

  25. Thank you for your attention Mobile for the media

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