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Mobile news in chinese newspaper groups


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Mobile news in chinese newspaper groups

  1. 1. Mobile News in Chinese Newspaper Groups<br />A Case Study of Yunnan Daily Press Group<br />Juanyi Yang 3349259<br />Wenwan Tan 3354269<br />
  2. 2. OUTLINE<br />OVERVIEW<br /> History<br /> Situation<br />VALUE-ADDED SMS SERVICE IN CHINA<br /> Problems<br /> Solutions<br />CASE STUDY OF YUNNAN DAILY PRESS GROUP<br />Why<br />Effects<br />Problems<br />MOBILE SERVICES<br />Problems<br />Opportunities<br />
  3. 3. OVERVIEW-History<br /><ul><li>HISTORY of World SMS Market
  4. 4. HISTORY of Chinese SMS Market</li></li></ul><li>HISTORY OF WORLD SMS MARKET<br /><ul><li>1980s: Discusses about GSM (Global System of Mobile communication) services.
  5. 5. 1992:The first SMS message——"Merry Christmas“
  6. 6. 1993:The initial success of SMS messaging services in Norway and UK
  7. 7. 1999: SMS messaging usage took off
  8. 8. Today: SMS messaging -> available in 3G</li></li></ul><li>HISTORY OF CHINESE SMS MARKET<br /><ul><li>1997: The first Chinese-language mobile-phone SMS
  9. 9. 2000: “Monternet Plan”
  10. 10. 2002: SMS was said to “save” the Chinese Internet
  11. 11. 2000-2007: Chinese value-added SMS
  12. 12. 2009: 3G trial service</li></li></ul><li>OVERVIEW-SITUATION<br />Chinese Mobile Telephony Situation<br />
  13. 13. MOBILE TELEPHONY BOOMS IN CHINA<br /><ul><li> Rapid growth in number of users
  14. 14. Volume of messages
  15. 15. Range of services (key areas: Shanghai, Beijing)</li></li></ul><li>RAPID GROWTH IN NUMBER OF USERS<br />China Mobile Communication Corporation ( China Mobile )<br />China Unicom Limited ( China Unicom)<br />
  16. 16. SMS USE IN CHINA<br />
  17. 17. VALUE-ADDED SMS SERVICE IN CHINA<br />Question: How does value-added SMS service work?<br />Mobile telecommunication companies authorize a range of service providers (SPs) to deliver value-added services content by way of SMS to users.<br />
  18. 18. VALUE-ADDED SMS SERVICE IN CHINA<br />Service Brand<br />China Mobile – Monternet<br />China Unicom – Uni-info<br />Contents<br /> News; Stock; Multimedia Download; Chatting etc.<br />
  19. 19. PROBLEMS WITH THE MOBILE VALUE-ADDED SERVICES MARKET IN CHINA<br />Lack management experience and governance rules for service providers (SPs)<br />Illegal charges<br />How Do They Charge fees?<br />tell<br />charge<br />SPs calculate the fee<br />mobile communications companies<br />subscribers<br />Problem:<br />Introducing additional fees without notice;<br />Subscribers find it’s hard to cancel the services;<br />Texting users directly, charging fees without mobile carrier<br />Etc<br />
  20. 20. SOLUTIONS<br /><ul><li>Penalty
  21. 21. New Information Management Platform (MISC)
  22. 22. Regulations and Rules</li></li></ul><li>CASE STUDY:Yunnan Daily press group<br />
  23. 23. WHY THIS CASE?<br /><ul><li>Analyzing outstanding examples (Beijing, Shanghai etc.) in this field may distort the overall picture.</li></ul>Yunnan Province is a less prominent and more remote area.<br />
  24. 24. MOBILE NEWS IN YUNNAN PROVINCE<br />Established in 2002:<br />Joint venture between Yunnan Mobile and Yunnan Daily Press<br />Harnessing existing content from Yndaily publications<br />Cross-promotion through Yndaily and Yunan Mobile products.<br />
  25. 25. EFFECTS ON YNDAILY PRESS’S MOBILE NEWS SERVICES<br /><ul><li>Trust Crisis</li></ul>Jan. 2005:<br />290,000 users<br />Sep. 2002:<br />1,500 users<br />Jan. 2006: 120,000users<br />
  26. 26. PROBLEMS WITH MOBILE SERVICES<br />Unethical business practices until 2005<br />Poor management, lack of regulation<br />Uninvited messages, inability to cancel<br />Illegal billing practices<br />
  27. 27. WHAT’S THE PROBLEM? <br />Initial problem of technological limitations<br />70 Chinese characters per SMS message<br />2-5 messages per day<br />Requires tight editing<br />
  28. 28. NEW OPPORTUNITIES<br />MMS newspaper<br /><ul><li> Overcoming character limitations, incorporating image, audio, video content.</li></ul>3G services<br /><ul><li> Problems with technology changeover and market oligopoly.</li></li></ul><li>COVERGENCE OPPORTUNITIES<br />Beyond mobile telephony:<br />Restructuring of Yndaily as multimedia group<br />Increasing focus on user involvement<br />Focusing on the technological trend, acknowledge about the audiences’ consumption of mobile news services.<br />
  29. 29. REFERENCE<br />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<br /> Telecommunications to Media, London: Routledge, 186-200. (R)<br />Levinson, P. 2004, Cellphone: The story of the world’s most mobile medium and how it has transformed everything. New York: Palgrave Macmillan.<br />History of SMS Messaging:<br /><br />Ministry of Information Industry of the PRC:<br /><br />Mobile SMS Implementation Technologies and Value-added Services:<br /><br />ChinaDaily Mobile News: <br /><br />SMG partners with Shanghai Unicom for mobile TV service:<br /><br />Mobile value-added report:<br /><br />