editor and marketer conference wan lisbonne nov 29 th 30 th 2001 the printeractive newspaper
Download
Skip this Video
Download Presentation
"Editor and Marketer conference" WAN - Lisbonne - Nov, 29 th -30 th 2001 The "printeractive" newspaper

Loading in 2 Seconds...

play fullscreen
1 / 21

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


  • 269 Views
  • Uploaded on

"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

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about '"Editor and Marketer conference" WAN - Lisbonne - Nov, 29 th -30 th 2001 The "printeractive" newspaper' - albert


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
editor and marketer conference wan lisbonne nov 29 th 30 th 2001 the printeractive newspaper

"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
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
Infrastructure - "Convergence"

TV

Radio

Internet

Mobile

Telephone

Internet

content fusion
Information

- news

- weather

- directories

- maps / plans

Entertainment

- radio

- music

- films

- books / texts

Content - "Fusion"

Services

- messages

- shopping

advertising integration
Advertising - “Integration"

Key factors:

Measurability& Personalization

Advertising

Integration

Contents

Fusion

Technologies

Convergence

newspapers versus internet
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
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
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
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
Operating model – Cross-leverage

Advertisers

Audience

Segmentation

Consumers

print mobile
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
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
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
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
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
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
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
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
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
Advertisers

Newspapers

B2B

Label

management

Real-time

reporting

B2C

Functional architecture

Campaign

management

Response

management

PC

Phone

Consumers

questions opinions
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

ad