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Following Australian Startups and Tech Trends Discovering the next generation of startups, innovation & tech trends in Australia Home Aussie Startups List Analysis Interviews Carnival 20008 Contact Find GoDigital will be about M3 and N3 Site Sponsors: Subscribe Vishal Thursday, September 18, 2008 Article , GuestPost , Media , News , Trends Subscribe via RSS FeedThis is a second guest post by Rajesh Jain, an entrepreneur based in Mumbai, India, and or, Subscribe via email:Founder and Managing Director of Netcore Solutions Pvt Ltd. He has put together histhoughts on News and Content in a Digital World. Lets explore what he has to say: Enter your email GoOn Friday (August 1), I was part of a panel at an event organized by afaqs - “The Future ofNews.” My panel’s topic was “Who will subsidise Digital Content?” Here is a gist of what Australian Startups Carnival 2008spoke: Summary - Australian StartupsIt’s not about subsidising but about monetisation: Thinking subsidies necessarily Carnival 2008implies that the primary source of revenue is somewhere else. How can we look at the Archivedigital world independently and see how content can be monetised? On the Internet, the June 2012 (2)only revenue stream is advertising. My belief is that the mobile is where the big action andopportunities lie. On the mobile, one can create multiple monetisation streams - from not April 2009 (5)just advertisers, but also subscribers, merchants and enterprises. For this, creating a March 2009 (5)direct-to-consumer relationship is essential. In other words, content owners need to think February 2009 (1)of themselves as “VAS (Value-Added Services) Operators” [complementing the Voice December 2008 (2)Operators] in the mobile space. October 2008 (1)Digital will be about M3 and N3: Content in the digital space needs to focus on Mobile, September 2008 (13)Mass and My (M3) and Now, New and Near (N3). The Mobile will be where we will get our August 2008 (27)news first - before any other medium. The sheer numbers make it the biggest Mass July 2008 (9)medium in India. We will also want “My” news and other content to be personalised - June 2008 (14)things we are interested in. We want to know about things Now - as they happen. We want May 2008 (3)to also be kept updated on the New stuff - the Naya Naya. We also want to know what’s April 2008 (7)happening Near us — in our neighbourhood. Putting all this together will create the March 2008 (43)foundation for the opportunities in the Digital space. The mobile can thus provide not just February 2008 (9)
instant updates, but also offer a window into reach media services (images, audio and April 2007 (1)video). DownloadFirst, Create a Right of Way: The first step towards moentisation involves creating Copyrightservices that touch people multiple times a day. On the Internet, Search has done this veryeffectively and thus created the foundation for companies like Google to take that attentionand convert it into cash. On the mobile, I think it will be about SMS and Subscriptions. Use This work is licensed under afree, permission-based push services on SMS to create the right of way to consumers thus Creative Commons Attributionbuilding a subscriber base and creating ‘Media on Mobile’, and then leverage that attention 2.5 Australia License.to creating multiple monetisation streams.Become a VAS Operator: An operator has a direct-to-consumer relationship. In themobile world, Voice operators have done phenomenally well in using voice as the anchorservice to create additional revenue streams. But their focus is still not on VAS. What Indianeeds (and can lead the world in) are VAS Operators. Besides the direct-to-consumerrelationship [starting perhaps with SMS subscription services], VAS Operators have threeadditional characteristics: multiple services, multiple revenue streams, and alternatepayment channels. The VAS Operator opportunity in India in the next three years is toreach 50 million subscribers, generating a monthly ARPU (average revenue per user) of Rs50-100.Mobile can be an excellent Youth Marketing Medium: Mobiles are increasingly thecentre of our lives for communications and interactions for most of us. For Young India, itis even more so. In a world of fragmenting mainstream media attention, the mobile canbecome the magnet for reaching out to youth - because it is personal, and always availableand always on. Digital content companies need to think of strategies to use all the mobilebearer channels (SMS, Voice and WAP) to reach out to the Youth.MyToday provides a good case study: My company, Netcore Solutions, launchedMyToday’s free SMS subscription services in October 2006. Since then, 3.6 million peoplehave subscribed to an average of 3 channels each. MyToday sends out about 12 millionSMS daily - about 4% of India’s SMS traffic. While SMS advertising is the first and mostsignificant revenue stream, the Right of Way to the subscriber base is enabling us to createinnovative new revenue streams in the form of Pull services (request-reply on SMS),Email2SMS, WAP traffic to our portal (mytoday.mobi), Lead Generation and as we set upalternate payment channels, Paid Channels and Transactions. News is one of our mostpopular services - reaching nearly 1.5 million, twice daily.Summary: The Digital world of Internet and Mobile offer rich opportunities because oftheir inherently interactive nature. What news media and digital content companies needto do is to start thinking of them as platforms in their own right, rather than simply asextensions of print or TV (which starts implying subsidisation). By building a right of way to
subscribers, they can create many more monetisation streams than just advertising. Thegame has just begun!Bio: Rajesh Jain is an entrepreneur from Mumbai, India. He is the Founder and ManagingDirector of Netcore Solutions Pvt Ltd (messaging and security solutions,and mobile data services), and have made a number of investments invarious companies as part of his own fund (Emergic Venture Capital). Hehad earlier set up IndiaWorld, India’s first Internet portal which waslaunched in 1995, which was acquired by Sify in November 1999 for USD115 million (then, Rs 499 crore). He blogs at Emergic.org Digg!No comments:Post a CommentNewer Post Home Older Post