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MOBILE NEWS IN CHINESE NEWSPAPER GROUPS
A Case Study of Yunnan Daily Press Group
Juanyi Yang 3349259
Wenwan Tan 3354269
OUTLINE OVERVIEWI. HistoryII. Situation
VALUE-ADDED SMS SERVICE IN CHINAI. ProblemsII. Solutions
CASE STUDY OF YUNNAN DAILY PRESS GROUPI. WhyII. EffectsIII. Problems
MOBILE SERVICESI. ProblemsII. Opportunities
OVERVIEW-History
HISTORY of World SMS Market
HISTORY of Chinese SMS Market
HISTORY OF WORLD SMS MARKET
1980s: Discusses about GSM (Global System of Mobile communication) services.
1992 : The first SMS message——"Merry Christmas“
1993 : The initial success of SMS messaging services in Norway and UK
1999: SMS messaging usage took off
Today: SMS messaging → available in 3G
HISTORY OF CHINESE SMS MARKET
1997: The first Chinese-language mobile-phone SMS
2000: “Monternet Plan”
2002: SMS was said to “save” the Chinese Internet
2000-2007: Chinese value-added SMS
2009: 3G trial service
OVERVIEW-SITUATION
Chinese Mobile Telephony Situation
MOBILE TELEPHONY BOOMS IN CHINA
Rapid growth in number of users
Volume of messages
Range of services (key areas: Shanghai, Beijing)
RAPID GROWTH IN NUMBER OF USERSChina Mobile Communication Corporation ( China Mobile )
China Unicom Limited ( China Unicom)
SMS USE IN CHINA
VALUE-ADDED SMS SERVICE IN CHINA
Question: How does value-added SMS service work?
Mobile telecommunication companies authorize a range of service providers (SPs) to deliver value-added services content by way of SMS to users.
VALUE-ADDED SMS SERVICE IN CHINA
Service BrandChina Mobile – Monternet China Unicom – Uni-info
Contents News; Stock; Multimedia Download; Chatting etc.
PROBLEMS WITH THE MOBILE VALUE-ADDED SERVICES MARKET IN CHINA
Lack management experience and governance rules for service providers
(SPs) Illegal charges
How Do They Charge fees?
SPs calculate the fee mobile communications companies subscribers
Problem:Introducing additional fees without notice;
Subscribers find it’s hard to cancel the services;Texting users directly, charging fees without
mobile carrierEtc
tell charge
SOLUTIONS
Penalty
New Information Management Platform
(MISC)
Regulations and Rules
CASE STUDY:Yunnan Daily press group
WHY THIS CASE?• Analyzing outstanding examples (Beijing, Shanghai
etc.) in this field may distort the overall picture. Yunnan Province is a less prominent and more remote area.
MOBILE NEWS IN YUNNAN PROVINCE Established in 2002:
Joint venture between Yunnan Mobile and Yunnan Daily Press
Harnessing existing content from Yndaily publications
Cross-promotion through Yndaily and Yunan Mobile products.
EFFECTS ON YNDAILY PRESS’S MOBILE NEWS SERVICES• Trust Crisis
Sep. 2002:1,500 users
Jan. 2005:290,000 users
Jan. 2006: 120,000 users
PROBLEMS WITH MOBILE SERVICES
Unethical business practices until 2005
Poor management, lack of regulation
Uninvited messages, inability to cancel
Illegal billing practices
WHAT’S THE PROBLEM?
Initial problem of technological limitations
70 Chinese characters per SMS message
2-5 messages per day
Requires tight editing
NEW OPPORTUNITIES
MMS newspaper Overcoming character limitations, incorporating
image, audio, video content.
3G services Problems with technology changeover and market
oligopoly.
COVERGENCE OPPORTUNITIES
Beyond mobile telephony: Restructuring of Yndaily as multimedia group Increasing focus on user involvement
Focusing on the technological trend, acknowledge about the audiences’ consumption of mobile news services.
REFERENCECheng, L and Bruns, A 2009, ‘Mobile News in Chinese Newspaper Groups: A Case
Study’, in G Goggin and L Hjorth (eds) Mobile Technology: From
Telecommunications to Media, London: Routledge, 186-200. (R)
Levinson, P. 2004, Cellphone: The story of the world’s most mobile medium and how it has transformed everything. New York: Palgrave Macmillan.
History of SMS Messaging:
http://www.clearsms.com/blog/2008/3/5/history-of-sms-messaging.html
Ministry of Information Industry of the PRC:http://www.mii.gov.cn/col/col166/index.htm
Mobile SMS Implementation Technologies and Value-added Services:
http://www.docin.com/p-47706951.html
ChinaDaily Mobile News:
http://www.chinadaily.com.cn/mobile/
SMG partners with Shanghai Unicom for mobile TV service:
http://www.cn-c114.net/576/a287317.html
Mobile value-added report:http://www.iresearch.com.cn/html/wireless_service/more_free.html.