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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.

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

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  • Transcript

    • 1. Sanoma Budapest, New Media Division June 08, 2009 , Tamas Szepvolgyi Mobile for the MEDIA
    • 2. WELCOME to SANOMA BUDAPEST 42 MAGAZIN 42 MAGAZIN ES 24 INTERNET SITES 6 MOBIL SITES
    • 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. Transitions of the NEW MEDIA
      • Always on
      • Always online
      • RADIO to TV
        • Radio mindset – Visual Radio
        • BBC – Forbid to show the news reader, he was a voice to public only „Visual Radio” only showed maps and flags
        • When finally there was a face to the voice, today’s news format was born
      • PRINT to INTERNET
        • In the beginning publishers used internet with a simple print layout
        • There were no interactive ads
      • INTERNET to MOBILE
        • Mobile publishing is NOT online publishing!
        • Mobile is in the early transitional phase
      Should find its own language Transitions are the challenges for the media companies and for the advertising industry
    • 5.
      • "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 ," he said, predicting a future in which " media becomes like fast food„ with consumers watching news , sport and film clips as they travel, on mobile phones or handheld wireless devices”.
      Content gets digital, change is inevitable Rupert Murdoch - News Corp. 2006
    • 6.
        • Kindle version of New York Times USD 13.99 / month
        • Paper version of New York Times USD 46 / month ( Pricing includes content and delivery )
      We will access content in many different forms Relevance and user experience!
    • 7.
      • PRAVDA
      Mobile publishing is widesprea d From Russia with Love
      • Open Internet browsing
      • Walls removed
      • Search tools
      • M-commerce
      • Advertising
      • Monetizing on mobile sites
      • No data charges on ad views
      • Beyond Browsers
      • On-Device Portals, Active Idle Screens,
      • Applications (application stores)
    • 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. Challenges for the media HANDSET s capabilities ACCESS (flat fee data ) USABILITY , interfaces RELEVANCE of services BILLING , f inancing Enablers must be in place
      • SMS paid
      • Operator’s clearance
      • Ad financed
      • other payment method
      € € € € €
    • 10. Challenges for media creating good user experience Smart phones and iPhones ok, but what about the remaining 90% of the phones?
    • 11. Challenges for the media creating good user experience Optimization and tailoring is needed!
    • 12. Challenges for the media creating usability – sites made for mobile
    • 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. 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. 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. 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. 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. 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.
      • Advertiser needs a trusted and well-targeted environment,
      • cross media publishers ha ve this environment already
      EXAMPLES - Where is mobile in the media mix?
      • 360 approach
      • Integrated digital media environment
      • Mobile is just an element
      • Aim >> media offset >> mobile plays its role : personal massage delivery, interactivity
      360 print online events TV mobile
    • 20. MUST haves for a media company in 2009
      • Interactions in Magazine , Online , TV, Mobile
        • competitions; vote-lines;
        • reader feedback forums;
        • reader subscription-based services
        • text in services, paid content
        • call TV
        • micropayments
      At Sanoma over 100 interactive services via mobile
    • 21. The mobile Inventory New media tools – Mobile is a mediu m Startlap (startlap.hu) FigyelőNet (fn.hu) NLCafe (NLC.hu) Vezess.hu (vezess.hu) StoryOnline (storyonline.hu) + 4 applications
    • 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. 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. Takeaways from a MEDIA company
      • stakeholder’s cooperation !
      • Remove obstacles of access
        • data tariffs!
        • opening up ecosystems
      • Usability - rich media experience
      • Digitally integrated campaigns !
      Less hype , more action! Let’s do it!
    • 25. Thank you for your attention