Momo Sanoma


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

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  • Momo Sanoma

    1. 1. Sanoma Budapest, New Media Division June 08, 2009 , Tamas Szepvolgyi Mobile for the MEDIA
    3. 3. 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
    4. 4. Transitions of the NEW MEDIA <ul><li>Always on </li></ul><ul><li>Always online </li></ul><ul><li>RADIO to TV </li></ul><ul><ul><li>Radio mindset – Visual Radio </li></ul></ul><ul><ul><li>BBC – Forbid to show the news reader, he was a voice to public only „Visual Radio” only showed maps and flags </li></ul></ul><ul><ul><li>When finally there was a face to the voice, today’s news format was born </li></ul></ul><ul><li>PRINT to INTERNET </li></ul><ul><ul><li>In the beginning publishers used internet with a simple print layout </li></ul></ul><ul><ul><li>There were no interactive ads </li></ul></ul><ul><li>INTERNET to MOBILE </li></ul><ul><ul><li>Mobile publishing is NOT online publishing! </li></ul></ul><ul><ul><li>Mobile is in the early transitional phase </li></ul></ul>Should find its own language Transitions are the challenges for the media companies and for the advertising industry
    5. 5. <ul><li>&quot;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 ,&quot; he said, predicting a future in which &quot; media becomes like fast food„ with consumers watching news , sport and film clips as they travel, on mobile phones or handheld wireless devices”. </li></ul>Content gets digital, change is inevitable Rupert Murdoch - News Corp. 2006
    6. 6. <ul><ul><li>Kindle version of New York Times USD 13.99 / month </li></ul></ul><ul><ul><li>Paper version of New York Times USD 46 / month ( Pricing includes content and delivery ) </li></ul></ul>We will access content in many different forms Relevance and user experience!
    7. 7. <ul><li>PRAVDA </li></ul>Mobile publishing is widesprea d From Russia with Love <ul><li>Open Internet browsing </li></ul><ul><li>Walls removed </li></ul><ul><li>Search tools </li></ul><ul><li>M-commerce </li></ul><ul><li>Advertising </li></ul><ul><li>Monetizing on mobile sites </li></ul><ul><li>No data charges on ad views </li></ul><ul><li>Beyond Browsers </li></ul><ul><li>On-Device Portals, Active Idle Screens, </li></ul><ul><li>Applications (application stores) </li></ul>
    8. 8. 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
    9. 9. Challenges for the media HANDSET s capabilities ACCESS (flat fee data ) USABILITY , interfaces RELEVANCE of services BILLING , f inancing Enablers must be in place <ul><li>SMS paid </li></ul><ul><li>Operator’s clearance </li></ul><ul><li>Ad financed </li></ul><ul><li>other payment method </li></ul>€ € € € €
    10. 10. Challenges for media creating good user experience Smart phones and iPhones ok, but what about the remaining 90% of the phones?
    11. 11. Challenges for the media creating good user experience Optimization and tailoring is needed!
    12. 12. Challenges for the media creating usability – sites made for mobile
    13. 13. 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
    14. 14. 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…
    15. 15. 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
    16. 16. 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
    17. 17. 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
    18. 18. 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 !
    19. 19. <ul><li>Advertiser needs a trusted and well-targeted environment, </li></ul><ul><li>cross media publishers ha ve this environment already </li></ul>EXAMPLES - Where is mobile in the media mix? <ul><li>360 approach </li></ul><ul><li>Integrated digital media environment </li></ul><ul><li>Mobile is just an element </li></ul><ul><li>Aim >> media offset >> mobile plays its role : personal massage delivery, interactivity </li></ul>360 print online events TV mobile
    20. 20. MUST haves for a media company in 2009 <ul><li>Interactions in Magazine , Online , TV, Mobile </li></ul><ul><ul><li>competitions; vote-lines; </li></ul></ul><ul><ul><li>reader feedback forums; </li></ul></ul><ul><ul><li>reader subscription-based services </li></ul></ul><ul><ul><li>text in services, paid content </li></ul></ul><ul><ul><li>call TV </li></ul></ul><ul><ul><li>micropayments </li></ul></ul>At Sanoma over 100 interactive services via mobile
    21. 21. The mobile Inventory New media tools – Mobile is a mediu m Startlap ( FigyelőNet ( NLCafe ( ( StoryOnline ( + 4 applications
    22. 22. 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
    23. 23. 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)
    24. 24. Takeaways from a MEDIA company <ul><li>stakeholder’s cooperation ! </li></ul><ul><li>Remove obstacles of access </li></ul><ul><ul><li>data tariffs! </li></ul></ul><ul><ul><li>opening up ecosystems </li></ul></ul><ul><li>Usability - rich media experience </li></ul><ul><li>Digitally integrated campaigns ! </li></ul>Less hype , more action! Let’s do it!
    25. 25. Thank you for your attention