Sanoma budapest new media division june 08 2009 tamas szepvolgyi
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Mobile for the MEDIA. Sanoma Budapest, New Media Division June 08, 2009 , Tamas Szepvolgyi. WELCOME to SANOMA BUDAPEST. 42 MAGAZIN. 42 MAGAZIN ES. 24 INTERNET SITES. 6 MOBIL SITES. ANNO 1900 – Media & Tele com. „Drótvezeték könnyen elromolhatik ” The wire may br e ak easily.

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Sanoma Budapest, New Media Division June 08, 2009 , Tamas Szepvolgyi

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Sanoma budapest new media division june 08 2009 tamas szepvolgyi

Mobile for the MEDIA

Sanoma Budapest, New Media Division

June 08, 2009, Tamas Szepvolgyi


Welcome to sanoma budapest

WELCOME to SANOMA BUDAPEST

42MAGAZIN

42MAGAZINES

24INTERNETSITES

6MOBILSITES

Mobile for the media


Anno 1900 media tele com

ANNO 1900 – Media & Telecom

„Drótvezeték könnyen elromolhatik”

The wire may break easily

„A modern ember türelmetlenkedik!

Modern men is impatient!

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

Mobile for the media

Ábrándja a villamos fül és a villamos szem…


Transitions of the new media

Transitions of the NEW MEDIA

  • 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

  • Always on

  • Always online

Transitions are the challenges for the media companies and for the advertising industry

Mobile for the media


Sanoma budapest new media division june 08 2009 tamas szepvolgyi

"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„withconsumers 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

Mobile for the media


Sanoma budapest new media division june 08 2009 tamas szepvolgyi

We will access content in many different forms

  • Kindle version of New York Times USD13.99 / month

  • Paper version of New York Times USD46 /month(Pricing includes content and delivery)

Relevance and user experience!

Mobile for the media


Sanoma budapest new media division june 08 2009 tamas szepvolgyi

PRAVDA

Mobile publishing is widespread

  • 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)

From Russia with Love

Mobile for the media


Sanoma budapest new media division june 08 2009 tamas szepvolgyi

Where are we now?

Amount

of content

accessiblevia mobile

WE ARE HERE

t

2007

2008

2009

2010

2011

source: international research companies, Sanoma

Mobile for the media


Sanoma budapest new media division june 08 2009 tamas szepvolgyi

Challenges for the media

Enablers must be in place

HANDSETs

capabilities

ACCESS

(flat fee data)

USABILITY,

interfaces

RELEVANCEof services

BILLING,

financing

  • SMS paid

  • Operator’s clearance

  • Ad financed

  • other payment method

Mobile for the media


Sanoma budapest new media division june 08 2009 tamas szepvolgyi

Challenges for mediacreating good user experience

Smart phones and iPhones ok, but what about the remaining

90% of the phones?

Mobile for the media


Sanoma budapest new media division june 08 2009 tamas szepvolgyi

Challenges for the mediacreating good user experience

Optimization and tailoring is needed!

Mobile for the media


Sanoma budapest new media division june 08 2009 tamas szepvolgyi

Challenges for the mediacreating usability – sites made for mobile

Mobile for the media


Sanoma budapest new media division june 08 2009 tamas szepvolgyi

TRENDS - Changes in the mobile ecosystem

Without advertising

MOBILE

OPERATOR

Publishers,

Content

owners

3 years ago we were told there would be no advertisement on the operator portals

With advertising

MOBILE

OPERATOR

ADVERTISERS

Adagencies,

Search

engines,

Publishers

minutes

Technology inspires media - media inspires technology

AdFinanced Model – Blyk in Brittan , Vodafone’s international Ad strategy is here!

Mobile for the media


Sanoma budapest new media division june 08 2009 tamas szepvolgyi

from kissing Eskimos…

TRENDS - Changes in the mobile ecosystem

Evolution of services

Revenue

of mobile

(media)

services

Rich

media

Handset customization(wallpapers, ringtones)

TV shows

Gaming

M-commerce

2000

2001

2002

2003

2004

2005

2006

2007

2008

2011

2009

2010

Mobile for the media


Sanoma budapest new media division june 08 2009 tamas szepvolgyi

TRENDS - Changes in the mobile ecosystem

Revenue

of mobile

(media)

services

Revenue

of mobile

(media)

services

Rich

media

Handset customization(wallpapers, ringtones)

MOBILE

ADVERTISING

Gaming

TV shows

M-commerce

2000

2001

2002

2003

2004

2005

2006

2007

2008

2011

2009

2010

From kissing Eskimosto interactive mobile campaigns!

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.

Mobile for the media


Sanoma budapest new media division june 08 2009 tamas szepvolgyi

hahahaa

hahahaa

haha-haa

TRENDS - Mass marketing vs. individual targeting

€ 20k

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.

Most of us have, most of the companies who come to us, have – Newspapers & Magazines to raise awareness – mobile for the interaction!

He never received an answer…(Media agencies: nonsufficient activation)

Would have been cheaper if he dares to ask the girl’s number.

Get 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.

Mobile for the media


Sanoma budapest new media division june 08 2009 tamas szepvolgyi

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

Mobile for the media


Sanoma budapest new media division june 08 2009 tamas szepvolgyi

EXAMPLES

Let’s play!

Please read the codes on the walls!

Do you know what this is?

Japanise grave stonewith 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.

Mobile for the media


Sanoma budapest new media division june 08 2009 tamas szepvolgyi

online

print

events

360

TV

mobile

EXAMPLES - Where is mobile in the media mix?

  • 360 approach

  • Integrated digital media environment

  • Mobile is just an element

  • Advertiser needs a trusted and well-targeted environment,

  • cross media publishers have thisenvironment already

  • Aim >> media offset >> mobile plays its role:personal massage delivery, interactivity

Mobile for the media


Sanoma budapest new media division june 08 2009 tamas szepvolgyi

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

Mobile for the media


Sanoma budapest new media division june 08 2009 tamas szepvolgyi

The mobile Inventory

New media tools – Mobile is a medium

Startlap

(startlap.hu)

NLCafe

(NLC.hu)

FigyelőNet

(fn.hu)

Vezess.hu

(vezess.hu)

StoryOnline(storyonline.hu)

+ 4 applications

Mobile for the media


Sanoma budapest new media division june 08 2009 tamas szepvolgyi

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 with brand

3.) SMS servicesAd 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

Mobile for the media


Sanoma budapest new media division june 08 2009 tamas szepvolgyi

The mobile Inventory – QR Code / mobilkód

Hungarian introduction of QR

T-mobile, Pannon, Sanoma – free download

Print is measurable. Lucky FHM subscriber from PÉCS – won a trip to China.

Via mobilecodes (QR codes) in Figyelő, our business weekly

updates the printed magazine

(extra information on an article)

Mobile for the media


Sanoma budapest new media division june 08 2009 tamas szepvolgyi

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!

Mobile for the media


Sanoma budapest new media division june 08 2009 tamas szepvolgyi

  • Thank you for your attention

Mobile for the media


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