Momo Sanoma

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Published on June 9, 2009

Author: prezista

Source: slideshare.net

Description

Szépvölgyi Tamás (Sanoma Újmédia-divízió Mobilmédia üzletág lapigazgató) prezentációja a Mobile Monday rendezvényen volt látható. A téma a mobilhirdetések.

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

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 „ A modern ember türelmetlenkedik! M odern men is impatient ! Ábrándja a villamos fül és a villamos szem… 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

Transitions of the NEW MEDIA Always on Always online 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 Transitions are the challenges for the media companies and for the advertising industry

Always on

Always online

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

"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„ with consumers 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

"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„ with consumers watching news , sport and film clips as they travel, on mobile phones or handheld wireless devices”.

Kindle version of New York Times USD 13.99 / month Paper version of New York Times USD 46 / month ( Pricing includes content and delivery ) We will access content in many different forms Relevance and user experience!

Kindle version of New York Times USD 13.99 / month

Paper version of New York Times USD 46 / month ( Pricing includes content and delivery )

PRAVDA Mobile publishing is widesprea d From Russia with Love 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)

PRAVDA

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)

Where are we now? Amount of content accessible via mobile t 2007 2008 2009 2010 2011 WE ARE HERE s ource: international research companies, Sanoma

Challenges for the media HANDSET s capabilities ACCESS (flat fee data ) USABILITY , interfaces RELEVANCE of services BILLING , f inancing Enablers must be in place SMS paid Operator’s clearance Ad financed other payment method € € € € €

SMS paid

Operator’s clearance

Ad financed

other payment method

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

Challenges for the media creating good user experience Optimization and tailoring is needed!

Challenges for the media creating usability – sites made for mobile

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

TRENDS - Changes in the mobile ecosystem 2008 2009 2010 2011 200 7 200 6 200 5 200 4 200 3 200 2 200 1 200 0 Revenu e of mobile (m edia ) services Handset customization ( wallpapers, ringtones ) Rich media Gaming TV shows M-commerce Evolution of services f rom kissing Eskimos…

TRENDS - Changes in the mobile ecosystem 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 . From kissing Eskimos to interactive mobile campaigns ! 2008 2009 2010 2011 200 7 200 6 200 5 200 4 200 3 200 2 200 1 200 0 Revenu e of mobile (m edia ) services Handset customization ( wallpapers, ringtones ) Rich media Gaming TV shows M-commerce MOBILE ADVERTISING Revenu e of mobile (m edia ) services

TRENDS - Mass marketing vs. individual targeting 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 . M ost of us ha ve , most of the companies who come to us, ha ve – Newspapers & Magazines to raise awareness – mobile for the interaction ! He n ever received an answer … (M e dia agencies: nonsufficient activation) Would have been cheaper if he dares to ask the girl ’ s number. G et 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. € 20k hahahaa hahahaa haha-haa

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

EXAMPLES Do you know what this is? Japanise grave stone with 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 . Let’s play! Please read the codes on the walls !

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

Advertiser needs a trusted and well-targeted environment,

cross media publishers ha ve this environment already

360 approach

Integrated digital media environment

Mobile is just an element

Aim >> media offset >> mobile plays its role : personal massage delivery, interactivity

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

Interactions in Magazine , Online , TV, Mobile

competitions; vote-lines;

reader feedback forums;

reader subscription-based services

text in services, paid content

call TV

micropayments

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

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 wit h brand 3.) SMS services Ad 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

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

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!

stakeholder’s cooperation !

Remove obstacles of access

data tariffs!

opening up ecosystems

Usability - rich media experience

Digitally integrated campaigns !

Thank you for your attention

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