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SELF INTRODUCTION

SELF INTRODUCTION. EMELDA LIBANGA PDMM STUDENT – 2012 NEW MEDIA TECHNOLOGIES AND CONVERGENCE MODULE. MOBILE MEDIA SERVICES AT SUB-SAHARAN AFRICAN NEWSPAPERS: A guide to implementing mobile news and mobile business – Kristina Buren. Mobile the 7 th Mass Media. BRIEFLY ABOUT MOBILE.

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SELF INTRODUCTION

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  1. SELF INTRODUCTION • EMELDA LIBANGA • PDMM STUDENT – 2012 • NEW MEDIA TECHNOLOGIES AND CONVERGENCE MODULE

  2. MOBILE MEDIA SERVICES AT SUB-SAHARAN AFRICAN NEWSPAPERS: A guide to implementing mobile news and mobile business – Kristina Buren

  3. Mobile the 7th Mass Media

  4. BRIEFLY ABOUT MOBILE • 7th mass media • replicate all the capabilities of other six mass media and much more • personal, always carried, always connected, built in payment device, available at point of inspiration and capability to measure audience accurately • Rapid growth – Penetration is 65% in the world

  5. MOBILE ACCESS POINTS • VOICE • SMS • PREMIUM SMS • MMS • MOBILE INTERNET • STK • USSD • VOICE SMS/IVR – Interactive voice response

  6. MOBILE MEDIA MARKET TRENDS IN AFRICA • Growth in mobile money – e.g Kenya’s M-PESA • Mobile web growth – South Africa • Social media – Popular among young people

  7. CASE STUDIES: • UGANDA • KENYA • SOUTH AFRICA MONITOR, GROCOTT’S MAIL & NEWS24

  8. Ugandan Daily N/P Founded in 1992 Print circulation – 20,000 -23,000 MOBILE SERVICES SMS news alerts – breaking news – 30,000 subscribers Mobile website – ad space on site – top/bottom banner Profitable features “Fantasy Football” Shout outs i.e. greetings, gossip, mother’s day, valentine’s day

  9. Founded in 1870 • Owned by Rhodes/ David Rabkin project for experimental journalism • Circulation – 2,000 per issue • Readership – 12,200 per issue • MOBILE SERVICES • Free SMS news alerts since 2009 - 30,000 • Mobile website/ city guide – Grahamstown Now - ad supported. • 10,000 unique vistors per month

  10. Owned by Media24/Naspers MOBILE SERVICES 1. Mobile website – South Africa’s most visited site (700,000 monthly visits) • Deal with Opera Mini, Vodacom, MTN to include News24 site on their portals at a fee. • Mobile revenue through ads – i.e. sell own banner ads, collaborate with Google’s admob 2. Premium SMS news alerts with 2,000 subscribers at 5 ZAR 3. New24’s MxitBot – has 800,000 subscribers 4. Initiated application development for iPhone, iPad & Android

  11. Challenges of mobile business • Monetizing mobile services • Unprofitable revenue sharing model • Training of Staff • Public literacy • Infrastructure i.e. congestion of network • Mobile connectivity and internet penetration low (Kenya & Uganda)

  12. NEWS24 CHARGES 5 ZAR FOR NEWS ALERT SMS

  13. MOBILE BUSINES MODELS • Paid for services SMS news alerts, horoscopes sent to subscribers at a premium rate • Advertising financed models Different kinds of mobile advertising -Banner advertising – Mobile website -Sponsored content – Mobile apps -Message-based services – Commercial message at tail of SMS

  14. CLASSIFICATION OF MOBILE SERVICES Content delivered to end-users’ phone (via SMS or mobile website) Extension of existing products and services to mobile channel New services/business only for mobile Non-editorial services Horoscopes, Love quotes, games, competition Editorial services News, sports, weather Information Services City guides, traffic info Potential benefits: Loyalty & r/ship building, reaching new readers, market positioning, revenue generation.

  15. Mobile usages besides content delivered can be divided thus: Potential benefits • Loyalty & r/iship building, additional material • Loyalty, r/ship building and revenue generation • Loyalty, r/ship building and revenue generation • Internal benefits, improved workflow Service • News tips from readers, readers’ pictures • Classifieds, greetings, shoutouts and personal adverts from readers • Commercial customer clubs, loyalty clubs • Mobile as reporters’ tool

  16. Critical Qs when going mobile • Who is your audience? • What are your audience’ needs? • What do you want to achieve with mobile? • What service could you offer? • How do you offer it? • How will you finance the services? • Is your media house prepared? • How can mobile fit into overall digital media strategy?

  17. FREE ADVICE FOR MEDIA • Mobile media is content snacking • Give advertisers something for free first • Go for as many products as possible • Web page must adapt to mobile screen • Create services for specific target market • Combine citizen journalism and print • Integrate channels • Remember text/SMS is a volume business

  18. CONCLUSION REMEMBER! IT’S NOT AN OPTION NOT TO GO MOBILE BECAUSE THE WORLD IS GOING MOBILE

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