Mobile news in chinese newspaper groupsPresentation Transcript
Mobile News in Chinese Newspaper Groups A Case Study of Yunnan Daily Press Group Juanyi Yang 3349259 Wenwan Tan 3354269
OUTLINE OVERVIEW History Situation VALUE-ADDED SMS SERVICE IN CHINA Problems Solutions CASE STUDY OF YUNNAN DAILY PRESS GROUP Why Effects Problems MOBILE SERVICES Problems Opportunities
HISTORY of World SMS Market
HISTORY of Chinese SMS Market
HISTORY OF WORLD SMS MARKET
1980s: Discusses about GSM (Global System of Mobile communication) services.
1992：The first SMS message——"Merry Christmas“
1993：The initial success of SMS messaging services in Norway and UK
1999: SMS messaging usage took off
Today: SMS messaging -> available in 3G
HISTORY OF CHINESE SMS MARKET
1997: The first Chinese-language mobile-phone SMS
2000: “Monternet Plan”
2002: SMS was said to “save” the Chinese Internet
2000-2007: Chinese value-added SMS
2009: 3G trial service
OVERVIEW-SITUATION Chinese Mobile Telephony Situation
MOBILE TELEPHONY BOOMS IN CHINA
Rapid growth in number of users
Volume of messages
Range of services (key areas: Shanghai, Beijing)
RAPID GROWTH IN NUMBER OF USERS China Mobile Communication Corporation ( China Mobile ) China Unicom Limited ( China Unicom)
SMS USE IN CHINA
VALUE-ADDED SMS SERVICE IN CHINA Question: How does value-added SMS service work? Mobile telecommunication companies authorize a range of service providers (SPs) to deliver value-added services content by way of SMS to users.
VALUE-ADDED SMS SERVICE IN CHINA Service Brand China Mobile – Monternet China Unicom – Uni-info Contents News; Stock; Multimedia Download; Chatting etc.
PROBLEMS WITH THE MOBILE VALUE-ADDED SERVICES MARKET IN CHINA Lack management experience and governance rules for service providers （SPs） Illegal charges How Do They Charge fees? tell charge SPs calculate the fee mobile communications companies subscribers Problem: Introducing additional fees without notice; Subscribers find it’s hard to cancel the services; Texting users directly, charging fees without mobile carrier Etc
New Information Management Platform (MISC)
Regulations and Rules
CASE STUDY:Yunnan Daily press group
WHY THIS CASE?
Analyzing outstanding examples (Beijing, Shanghai etc.) in this field may distort the overall picture.
Yunnan Province is a less prominent and more remote area.
MOBILE NEWS IN YUNNAN PROVINCE Established in 2002: Joint venture between Yunnan Mobile and Yunnan Daily Press Harnessing existing content from Yndaily publications Cross-promotion through Yndaily and Yunan Mobile products.
PROBLEMS WITH MOBILE SERVICES Unethical business practices until 2005 Poor management, lack of regulation Uninvited messages, inability to cancel Illegal billing practices
WHAT’S THE PROBLEM? Initial problem of technological limitations 70 Chinese characters per SMS message 2-5 messages per day Requires tight editing
NEW OPPORTUNITIES MMS newspaper
Overcoming character limitations, incorporating image, audio, video content.
Problems with technology changeover and market oligopoly.
COVERGENCE OPPORTUNITIES Beyond mobile telephony: Restructuring of Yndaily as multimedia group Increasing focus on user involvement Focusing on the technological trend, acknowledge about the audiences’ consumption of mobile news services.
REFERENCE Cheng, L and Bruns, A 2009, ‘Mobile News in Chinese Newspaper Groups: A Case Study’, in G Goggin and L Hjorth (eds) Mobile Technology: From Telecommunications to Media, London: Routledge, 186-200. (R) Levinson, P. 2004, Cellphone: The story of the world’s most mobile medium and how it has transformed everything. New York: Palgrave Macmillan. History of SMS Messaging: http://www.clearsms.com/blog/2008/3/5/history-of-sms-messaging.html Ministry of Information Industry of the PRC： http://www.mii.gov.cn/col/col166/index.htm Mobile SMS Implementation Technologies and Value-added Services: http://www.docin.com/p-47706951.html ChinaDaily Mobile News: http://www.chinadaily.com.cn/mobile/ SMG partners with Shanghai Unicom for mobile TV service: http://www.cn-c114.net/576/a287317.html Mobile value-added report： http://www.iresearch.com.cn/html/wireless_service/more_free.html.