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"Editor and Marketer conference" WAN - Lisbonne - Nov, 29 th -30 th 2001 The "printeractive" newspaper PowerPoint PPT Presentation


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"Editor and Marketer conference" WAN - Lisbonne - Nov, 29 th -30 th 2001 The "printeractive" newspaper A convergence enabler : A cell phone-based global platform for cross-media advertising [email protected] +41-21-213-61-11 Joint project by Swisscom Mobile & Publigroupe Mobile

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"Editor and Marketer conference" WAN - Lisbonne - Nov, 29 th -30 th 2001 The "printeractive" newspaper

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Editor and marketer conference wan lisbonne nov 29 th 30 th 2001 the printeractive newspaper l.jpg

"Editor and Marketer conference"WAN - Lisbonne - Nov, 29th-30th 2001The "printeractive" newspaper

A convergence enabler:

A cell phone-based global platform

for cross-media advertising

[email protected]

+41-21-213-61-11


Joint project by swisscom mobile publigroupe l.jpg

Joint project by Swisscom Mobile & Publigroupe

  • Mobile

    • Mobile arm of Swisscom group

    • Market share: 68% among 3 swiss operators - Number 1 by far !

    • Customers: 3'500'000 customers

    • Turnover: 2.85 billions CHF

    • Member of Vodafone group (25% participation)

    • UMTS licensee

    • 4'300 employees in 28 countries

    • 2.7 billions CHF turnover - > 60% of CH print advertising market

    • Core business: sales representation for advertising in :

      • press & magazines

      • directories & yellow pages

      • online advertising


Infrastructure convergence l.jpg

Infrastructure - "Convergence"

TV

Radio

Internet

Mobile

Telephone

Internet


Content fusion l.jpg

Information

- news

- weather

- directories

- maps / plans

Entertainment

- radio

- music

- films

- books / texts

Content - "Fusion"

Services

- messages

- shopping


Advertising integration l.jpg

Advertising - “Integration"

Key factors:

Measurability& Personalization

Advertising

Integration

Contents

Fusion

Technologies

Convergence


Newspapers versus internet l.jpg

Newspapers versus Internet:

Our aim:

get the best of 3 worlds

using

mobile phone as a bridge:

- paper: easy access

- phone: efficiency, immediacy, billing

- web: space and look

  • Situation - Newspapers:

  • +++ Strong brand

  • +++ Massive local penetration

  • -- Time limit (printing deadline)

  • -- space limit (paper)

  • -- No interactivity

  • -- No measurability

  • Situation - Online & WWW:

  • +++ Instant interaction

  • +++ Up to date to the minute

  • +++ Atomic measurability

  • +++ / - - Huge content

  • --- Low penetration (esp. local)

  • --- Spamming

  • --- URLs getting too long / searches too complex


Slide7 l.jpg

Infos under

Q703 01

Quick & More concept

1. Consumer reads newspaper

2. He spots an interesting ad or article

3. He dials the Q-Code

on his cell phone

*141*

703 01

#

NYT Speedster

price :xxxx $

4. Response on

phone and/or Web


Mobile phone l.jpg

Mobile phone

  • Currently, mostly a tool for voice communication

  • very high penetration

  • complete geographical coverage

  • Tomorrow, a very powerful marketing medium:

  • always on

  • always connected

  • personal (everybody has its own)

  • 2-way interactivity (SMS as return channel)

  • Sophisticated data services to appear (GPRS, UMTS)

  • In our services, it will be used as the remote control (TV-like) to animate static / printed / disconnected objects around us

key CRM

advantages !


Operating model revenue streams l.jpg

Operating model – Revenue streams

  • Advertising: 100% free service for the consumer / billing on performance by the advertiser (per "dialthrough") in addition to mllimeters

  • Editorial: sponsored (free) or billed (0900-like SMS)

  • Print is the starting point / mobile phone is the input device / www as content source

  • Instant Interactivity via the phone

  • Augmented printed content via WWW (multimedia)

  • Editorial & value-added services to support advertising

  • Extensions toward e-commerce & m-commerce: newspaper as print pos-of-sale for 1-dial shopping (even anonymous)


Operating model cross leverage l.jpg

Operating model – Cross-leverage

Advertisers

Audience

Segmentation

Consumers


Print mobile l.jpg

Print & Mobile

  • Mobile penetration(70%) > Internet penetration(25-30%)

  • Many services (polls, contests, e-coupons, live updates, etc…) don't need web at all

  • Mobile content much simpler to create

Entire population

Newspapers readership

Mobile phone users

Internet surfers

frequency and penetration of newspapers:

help in mobile education !


Palette of services l.jpg

Palette of services

  • Polls

  • Games

  • Contests

  • E-coupons

  • E-tickets

  • Live updates on events (votes, sport, etc…)

  • postal interactions (paper, samples, etc..)

  • Links to the www

  • Access to multimedia content

  • Easy & efficient access to customer service

  • Opinions / questions of other consumers

  • Forums

  • E-commerce or m-commerce

Phone is enough

PC needed

Via PC or Phone


Target media l.jpg

Target media

  • 1) Newspapers / magazines

  • 2.1) Barcodes on products

  • 2.2) Yellow pages

  • 3.1) Radio

  • 3.2) TV

  • 4) Billboards

  • 5.1 ) Company reports, leaflets, documents (products)

  • 5.2) Textbooks, novels


Anonymity permission l.jpg

Anonymity & Permission

  • Very strong European legislation under construction (opt-in & privacy)

  • Quick&More will

    • collect (time-limited) permissions from consumer

    • prepare answers according to requests

    • deliver them to telecom operator

    • profile the anonymous consumers

  • Telco is

    • the proxy toward the consumer

    • the gatekeeper toward its personal data (phone, postal address,email,etc,…

    • the payment system switch (m-payment, credit card, etc…)

  • Permission-based and anonymous interactions only


  • Profiling l.jpg

    Profiling

    • 1) Creation of the largest audience

    • 2)Accumulation of (anonymous) knowledge about habits, preferences, etc… across all areas of life

    • 3)Segmentation in groups (from several perspectives). Upcoming mobile geolocation services of greatest interest ! (esp. dailies with spread / national audience)

    • 4) Advertisers can eventually provide different answers to same (anonymous) request in a specific (1-to-1) relationship

    • Long-term effort with low initial value beyond pure counting !


    Real time reporting l.jpg

    Real-time reporting

    • What: form of content used by consumers

    • Who: (anonymously): by segment

    • When: real-time requests to portal

    • Where (1): different labels on each newspapers

    • Where (2):inclusion of location-based services

    • Real time access via B2B portal through customizable graphical interface


    Global platform l.jpg

    Global platform

    • Newspapers will in their editorial sections:

    • Support the platform

    • by committing to a minimum quantity of Q&M enabled-content

    • by featuring the various services in articles

    • by providing advertising space

    • Why ?

    • to demonstrate that it is can provide added value beyond advertising !

    • to enhance the attractiveness of the newspaper

    • to strengthen the relationship with readers: in touch throughout the entire day ! to (re-)attract the young readership

    • A key component of CRM initiatives with readers

    • The service can't be perceived as "yet another advertising channel" !


    Vision of mobile operator l.jpg

    Vision of mobile operator

    • Attractive & new use of cell-phone

      • minimal prerequisite: phone only

      • increase use of cell phone

      • anchor it in daily activities

      • make it a source of value-added information

  • Re-use of existing infrastructure

  • Image of innovator in the beginning

    • advantage of first-mover

    • desire of other operators to join

  • Many extensions foreseen

    • (personal) value-added services, geo-location, m-commerce, one-to-one marketing platform, service provider in internationalization of platform


  • Technical architecture l.jpg

    Q 123456

    GSM

    Network

    Gateways

    Portal

    Internet

    Web

    sites

    Advertisers

    Newspapers

    Technical architecture

    Root technology:

    USSD

    (GSM standard)

    Telco

    =

    proxy / gatekeeper

    for coordinates

    • SMS,

    • Voice

    • Email

    • Post

    • Payment

    • etc….


    Functional architecture l.jpg

    Advertisers

    Newspapers

    B2B

    Label

    management

    Real-time

    reporting

    B2C

    Functional architecture

    Campaign

    management

    Response

    management

    PC

    Phone

    Consumers


    Questions opinions l.jpg

    Questions / Opinions ?

    Thanks for your attention !

    Monitor the Swiss dailies to discover

    our pioneer partner in CH

    ------

    Interested ? Get in touch…

    (international extension under way)

    [email protected]

    +41-21-213-61-11


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