Mobile news in chinese newspaper groups
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Mobile news in chinese newspaper groups

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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.