Sanoma
Defining and Implementing Mobile
Magazines
Fabian Tilmant

Sanoma media power and strategy
• Leader on female target (61,8% reach) for printed media
• Leader on female target (75% reach) for online media
• First media group to propose mobile media to
advertisers with a focus on women
– First, commodity positioning (co-branded MVNO with Proximus),
then a real new media
– Not only on our Customer Base but also on our extended User
Base
– On a segment that haven’t been really targetted yet: women
– Content diffusion and community stimulation through all mobile
channels (IVR, SMS, MMS, Mobile Internet...)
Co-branded MVNO is not the ultimate solution, Mobile
Products, Applications and Services are!
Company confidential

Mobile Market positioning
• Sanoma is building a strong community of members
through Flair Mobile, Libelle Mobile and Femmes
d’Aujourd’hui Mobile offerings
• Sanoma is also providing Mobile Services to the whole
Belgian GSM-enabled population, creating a Mobile
Services Users Community
• Sanoma needs advertisers in order Belgian Mobile
to make this users community Population
growing
• Sanoma is handling at the same Users
time actions for having its
Members community
growing too! Members
Company confidential

Mobile possibilities
• Sanoma is investigating, testing and launching mobile
services in all possible medias:
– IVR: Voice Deposits, Order line...
– SMS: SMS&Win, Contests, UG actions, Coaching
services...
– WAP: Vodafone live! mini-site
– Games: downloadable games
– MMS: Fun&Info MMS services
– Applications: On Device Portal
– Mobile Videos: investigating Gossip
Let’s focus on On Device Portals
Company confidential

Why ODP rather than Mobile Internet ?
• 5 years ahead User Experience
– Better Look&Feel, Flash-like
– Rich Content better displayed
– Compatible with Phone Functions (Mobile Internet, Bluetooth,
SMS, MMS, Calls, Address Book, Agenda...)
• Upgradable, Fully Customizable
• Single Access Point for many Sales and Marketing
Activities
– Accessing Browsable Content
– Selling VAS and Premium VAS
– Interacting with Sanoma during events thanks
to Bluetooth
– Interaction between Sanoma Mobile users
communities
– Support for Advertising
Company confidential

Product Positioning
• SMB On Device Portals ARE NOT Portals
• They are Mobile Magazines
• Mobile mags will be distributed for free to all interested
Mobile phone owners
• This is an acquisition tool for our Mobile
Services
• This is an acquisition, stimulation
and loyalty tool for
our Mobile Members
• Increasing content will be
exclusive to our Members
• Viral aspect: send to a friend
Company confidential

Product Positioning
• Regular web advertising is possible: bannering,
integrated content, contests
SOON: video, profiling, m-payment...
• First level is the homepage: interesting articles
are put 1st level, no matter if they belong to
Mode, Culi or to Beauty
• Most of the content is accessible
offline; additional content is
downloaded in the interface
• Education on “Mobile web” : reviews
and links to Mobile Web
(Facebook, Youtube, Google Mobile...)
Company confidential

Demo
Questions?
Thank you!