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Mobile Revolution is moving on

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  1. 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.

  2. 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

  3. 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.)

  4. asahi.com and our mobile site

  5. 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

  6. “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

  7. Contents • 5 Headlines from Asahi • 3 Sports Headlines from Nikkan Sports News • Daily Column • Baseball Game Results • Soccer Game Result • English News

  8. Subscribers of “Asahi Nikkan Sports“

  9. Mobile Internet in Japan • Launched in Feburary 1999 • Subscribers 51.93 million (2002.3)

  10. Trends in the Number of Cell Phone and the Mobile Internet

  11. Cell Phone Internet Compatibility Rate

  12. Diversified contents for Mobile Internet in Japan • Information Service:News, Entertainment information • Purchasing tickets • Engaging in commercial transactions:bank transaction, music, picture

  13. 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

  14. News is not enough • Introducing new mobile news site • News + x =? • 4 other mobile site by Asahi

  15. 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

  16. Spreading the branches of News Site

  17. 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

  18. “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)

  19. 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

  20. Asahi Mobile Station • Video News Clips from TV Satations in our Group • Video data updated 3 times a day

  21. 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

  22. Important aspects of mobile service --TIME • To turn dead time into productive time • To reach users anytime

  23. Access Pattern of asahi.com

  24. Access Pattern of “Asahi Nikkan News” on Mobile

  25. 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”)

  26. Younger generation reads papers less than 10 minutes a day

  27. Expenditure for communication is increasing

  28. Younger generation spends more for Mobile Phone

  29. Demography of each Media

  30. Utilize all types of Media

  31. Why do we use all types of Media? • To cover all generations • To cover all time and aspects of users’ daily life

  32. Thank You Hiromi Ohnishi Asahi Shimbun ohnishi@emb.asahi-np.co.jp