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Mark Seabroook Random House Struik & Bertus Preller epub


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Case Study: Technical aspects of print to mobile & monetising of this change

Published in: Technology, Spiritual, Business

Mark Seabroook Random House Struik & Bertus Preller epub

  1. 1. Mark Seabrook (New Holland) & Bertus Preller (DigiWords)
  2. 2. Mobile, should publishers bother?
  3. 3. The seven mass media in order of their introduction are: Print (books, pamphlets, newspapers, magazines, etc) from the late 1400s Recordings (records, tapes, cassettes, cartridges, CDs, DVDs) from the late 1800s Cinema from about 1900 Radio from about 1910 Television from about 1950 Internet from about 1990 Mobile phones from about 2000 Each mass media has its own content types and its own business models The Internet was the first channel which could challenge & cannibalize previous media
  4. 4. Seven unique benefits of mobile as a media channel Mobile is the first personal mass media Mobile is permanently carried Mobile is always-on Mobile has a built-in payment mechanism Mobile is available at the point of creative inspiration Mobile has the most accurate audience measurement Mobile captures the social context of media consumption Others mobile device benefits Become a true multipurpose device Becoming a location aware device Ongoing technology upgrade
  5. 5. Mobile in South Africa Covers all LSMs Mobile device often viewed as a status symbol Mobile web access almost double traditional (desktop) web access Large market segment who will only ever access internet via a mobile phone Estimated 9.5 million mobile wap users (Vodafone, Nov 08) Massive audience, always connected, hungry for content and payment just a click away… it’s perfect!
  6. 6. The flip side How do you reach this massive mobile audience Who is currently talking to them Mobile networks & device manufacturers Mobile content aggregators Device & network content platforms Form right relationships
  7. 7. Key challenges for publishers
  8. 8. Formulate a strategy Communication (internally & externally) Be flexible and adapt Generate interest Full time team, not part-time role t h e b a s i c s
  9. 9. What have you got What can you use Low hanging fruits Re-publishing Conversion processes Adding value, enhancing content u n l o c k i n g c o n t e n t
  10. 10. Editorial controls RAD mentality User acceptance testing/feedback Involve content experts Pricing strategies q u a l i t y c o n t r o l
  11. 11. Who are you targeting Can you access them Can you afford it Channels to market Go it alone, partner or both g e t t i n g t o m a r k e t
  12. 12. Mobile developers Content converters Mobile operators Mobile aggregators Device manufacturers Platforms Sponsors s t r a t e g i c p a r t n e r s
  13. 13. Mobile landscape & content formats
  14. 14. Mobile OS (operating systems): Symbian (45%), iPhone (17%), Blackberry (15%), Windows Mobile (13%), Linux (5%), Palm, Google’s Android Device manufacturers: Over 50 manufacturers, bigger names are Nokia (39.5%), Samsung (15.2%), Motorola (10%), LG (8.8%), Sony Ericsson (7.5%) Mobile handsets: Over 2,500 individual handsets, Nokia (253), Sony Ericsson (143), Blackberry (27), Lg (224), Apple (2), HTC (36), Motorola (228), Samsung (443) w h a t i s o u t t h e r e
  15. 15. One size does not fit all, unfortunately But, do not over complicate it Lowest level, open format Device reach vs Quality Mobile delivery mechanisms (OTA, WAP, off platform, via PC) Mobile billing mechanisms (MT, MO, WAP) c o n t e n t f o r m a t s
  16. 16. DigiWords “Publishers should develop content, build their business and make revenue not just from the sale of the book, but from the other back end products and services they help to generate. Publishing is far too focused on the pub day. The event of the publication. This is a tiny drip, perhaps the least important moment in a long timeline. As soon as publishers see themselves as marketers and agents and managers and developers of content, things change”. Seth Godin
  17. 17. DigiWords Company Profile <ul><ul><ul><li>Formally known as CellBook, established in 2007 in Cape Town. </li></ul></ul></ul><ul><ul><ul><li>Shareholders – Pieter Traut and The Mobile Investment Trust. </li></ul></ul></ul><ul><ul><ul><li>First to deliver a complete java book on a mobile phone by sending a keyword to a short code and utilizing over the air installation (OTA) technology. </li></ul></ul></ul><ul><ul><ul><li>Clients include: </li></ul></ul></ul>
  18. 18. DigiWords Services <ul><ul><ul><li>Developing solutions to publish content on wireless devices, such as iPhone, Brew, Symbian, Java, Blackberry, Google Android and Windows Mobile operating systems. </li></ul></ul></ul><ul><ul><ul><li>In process of developing the CLIPP platform. </li></ul></ul></ul><ul><ul><ul><li>A secure integrated digital content delivery solution aimed to use source book content without conversion time and cost; that will protect the publisher’s IP; generate annuity revenue; provide a cross platform user tool; facilitate user participation and review (viral marketing); and allow user annotation. </li></ul></ul></ul>
  19. 19. Development Team <ul><ul><ul><li>`Pieter Traut (B.Com Accounting) – CEO. </li></ul></ul></ul><ul><ul><ul><li>Herman Lintvelt - Hons B.Com (Cum laude) in Computer Science – CTO. Certified Apple iPhone developer and presenter of the Java Specialists Course for Sun Microsystems at Torque-IT, South Africa. </li></ul></ul></ul><ul><ul><ul><li>Pool of five additional developers. </li></ul></ul></ul><ul><ul><ul><li>Team members also designed and implemented various technology products for companies like Siemens AG (Germany), Spescom Datavoice (South Africa), Maximum Solutions (South Africa), VASTech (South Africa), Sun Chemical Corporation (USA). </li></ul></ul></ul>
  20. 20. South Africa is the world’s fourth fastest and Africa’s fastest growing mobile market, with a coverage of almost 80% of the total population. 43 million users, representing according to the Wireless Federation a market value of US$2.4 billion. South Africa offers an extraordinary penetration rate in this burgeoning market, one of the highest in the developing world. The South African Mobile Market
  21. 21. The three main mobile operators in South Africa are Vodacom, CellC and MTN. Vodacom: market leader, subscriber base 22.16 million, market share 51.4%. MTN: subscriber base 15.5 million, market share 36.1%. CellC: subscriber base 5.4 million, market share 12.5%. Mobile Operators in South Africa
  22. 22. Declining economy have affected the mobile operator’s market position domestically and globally. Mobile operators will refocus innovation by offering new content-based services, targeted advertising and user-generated content and partnerships with publishers. 2009 and beyond will see dramatic changes in the mobile world from an operator’s perspective, with mobile operators expanding their business models into new and untapped traditional content markets. The Global Credit Crunch
  23. 23. Mobile Network Platforms Publisher + Mobile Network Mobile Business Models
  24. 24. Mobile Billing and Delivery Platform Partner Publisher + Mobile Network + Platform Partner Mobile Business Models
  25. 25. Own Platform - Outsourced Publisher + Mobile Network + Platform fee Mobile Business Models
  26. 26. Mobile Voucher Card Publisher + Distributor + Retailer Mobile Business Models
  27. 27. Once-off purchases – via Premium sms billing. Subscription based transactions via premium sms on a single book. Subscription based transactions via sms – Book Club example. Packaged deliveries. Time based WAP billing via a Mobile Storefront. Pre-loaded mobile phone content. Mobile Revenue Models
  28. 28. Case Study Web Mobile Facebook
  29. 29. Mark Seabrook (New Holland) Bertus Preller (DigiWords) Thank you Questions?