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Mobile news in chinese newspaper groups
 

Mobile news in chinese newspaper groups

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MDIA5003 Week10

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    Mobile news in chinese newspaper groups Mobile news in chinese newspaper groups Presentation 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
    • OVERVIEW-History
      • 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
    • SOLUTIONS
      • Penalty
      • 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.
    • EFFECTS ON YNDAILY PRESS’S MOBILE NEWS SERVICES
      • Trust Crisis
      Jan. 2005:
      290,000 users
      Sep. 2002:
      1,500 users
      Jan. 2006: 120,000users
    • 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.
      3G services
      • 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.