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"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@example.com +41-21-213-61-11
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" TV Radio Internet Mobile Telephone Internet
Information - news - weather - directories - maps / plans Entertainment - radio - music - films - books / texts Content - "Fusion" Services - messages - shopping
Advertising - “Integration" Key factors: Measurability& Personalization Advertising Integration Contents Fusion Technologies Convergence
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
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 • 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 • 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 Advertisers Audience Segmentation Consumers
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 • 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 • 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 • 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 • 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 • 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 • 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 • 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
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….
Advertisers Newspapers B2B Label management Real-time reporting B2C Functional architecture Campaign management Response management PC Phone Consumers
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) firstname.lastname@example.org +41-21-213-61-11