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Mobile Revolution is moving on News sites on a small device is spreading its branches The 2002 Editor and Marketeer Conference & Expo 2002.11.22. Basic Facts about Asahi Shimbun World ’ s second-largest newspaper Circulation 8M=Morning Edition 4M=Evening Edition

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mobile revolution is moving on

Mobile Revolution is moving on

News sites on a small device is spreading its branches

The 2002 Editor and Marketeer Conference & Expo

2002.11.22.

basic facts about asahi shimbun
Basic Facts about Asahi Shimbun
  • World’s second-largest newspaper

Circulation

8M=Morning Edition

4M=Evening Edition

Weekly and Monthly Magazines

24 local TV station in a group

brief history in digital field
Brief History in Digital field
  • 1995.8 asahi.com
  • 1999.2 news site on

Mobile Phone “Asahi Nikkan News”(free) =i-mode(service on J-Phone &DDI,au

started in June)

2000.1 start to charge for i-mode

(start to carge on J-Phone in June, on au in Oct.)

business model of mobile service
Business Model of mobile service
  • Subscription Fee

Micropayment

the Mobile Phone service operatorscollect fee with the connection fee

Ad Revenue 94 by 26 banner on the top page

Rvenue in 2001: 28million yen

asahi nikkan sports
“Asahi Nikkan Sports”

Basic News Site

real-time news from asahi.com

=micro asahi.com

real-time news from “Nikkan Sports” (sports news paper in a group)

1 million subscribeers(2002.10)

=largest news site on mobile phone 100yen per month

contents
Contents
  • 5 Headlines from Asahi
  • 3 Sports Headlines from Nikkan Sports News
  • Daily Column
  • Baseball Game Results
  • Soccer Game Result
  • English News
mobile internet in japan
Mobile Internet in Japan
  • Launched in Feburary 1999
  • Subscribers 51.93 million (2002.3)
diversified contents for mobile internet in japan
Diversified contents for Mobile Internet in Japan
  • Information Service:News, Entertainment information
  • Purchasing tickets
  • Engaging in commercial transactions:bank transaction, music, picture
who is making money on mobile phone site
Who is making money on mobile phone site
  • Download service

Ringer Melody

Screensaver

Game

Contents which appeal to younger generation.

then…Not “News only” but a taste of entertainment

news is not enough
News is not enough
  • Introducing new mobile news site
  • News + x =?
  • 4 other mobile site by Asahi
adding a taste of entertainment to news
Adding a taste of entertainment to news
  • We added Music download service for sports event

High School Baseball:baseball anthem

World Cup Succor:National anthem of participating teams

Visual apprication for sports news

adding virtuality

news battle
News ☆ Battle
  • Launched 2001.3.
  • Co-Brand Site with “Nikkei Shimbun” (economic news paper)
  • 100 yen per month
  • 36 thousand subscriber
  • News and Quiz

Latest news and column from both papers

Quiz on news: give score on line

chiezo
“Chiezo”
  • Launched 2001.8.
  • An article search for The Asahi Shimbun and Key word search from current news terms archive
  • 100 yen per month
  • 28 thousand subsciber(2002.9)
asahi mobile station
Asahi Mobile Station
  • Streaming Video News site for Third Generation Mobile Telephones
  • Launched in 2001 as trial
  • Start charging 2002.10
  • 300 yen per month
  • 1000 subscribers
asahi mobile station20
Asahi Mobile Station
  • Video News Clips from TV Satations in our Group
  • Video data updated 3 times a day
asahi lifeline
Asahi Lifeline
  • Launched 2002.10.
  • Breaking News and Emergency information
  • 200 yen per month
  • 1700 Subscriber
  • Personalized menu and mail service

User can choose the area and rail road line

important aspects of mobile service time
Important aspects of mobile service --TIME
  • To turn dead time into productive time
  • To reach users anytime
important aspects of mobile service younger generation
Important aspects of mobile service –Younger Generation
  • Japanese pay more on mobile service
  • Expenditure in household

decreased : eating out, clothing, travel & leisure

increased : expenditure for mobile service(31.4%)….among unmarried women (47%)

(survey by “Dentsu marketing”)

why do we use all types of media
Why do we use all types of Media?
  • To cover all generations
  • To cover all time and aspects of users’ daily life
thank you

Thank You

Hiromi Ohnishi

Asahi Shimbun

ohnishi@emb.asahi-np.co.jp