Mobile News

A Case Study of Yunnan Daily Press Group

-- Liu Cheng and Axel Bruns

[Course Reader pp.158-172]

Presented By Jiayi Zhu (Synge)

3310945

in Chinese Newspaper Groups

Brief history of World Sms market

1980s’: Telecommunication experts started discussing the technical specifications of sending short messages between mobile phones thru a network. This would be known later as GSM services.

December 3, 1992 ： It was said that Neil Papworth, an engineer of Airwide Solutions, sent the first SMS message from his personal computer to Richard Jarvis of Vodafone. The message was a short and sweet "Merry Christmas".

This initial success was later followed in the succeeding year with the successful deployment of SMS messaging services in Norway and UK.

1999: SMS messaging usage took off Today: SMS messaging is not only a part of GSM but also available on

other networks like 3G

Brief history of Chinese Sms market

1997: Tianjin launched the first Chinese-language mobile-phone SMS Nov. 2000: China Mobile launched the “Monternet Plan” 2002: SMS was said to “save” the Chinese Internet 2000-2007: Chinese value-added SMS enjoyed rapid development

(the SMS usage Volume increased from 1 billion in 2000 to 570 billion in 2007; the total size of the market reached 100 billion Yuan in 2006, the statistics in 2001 was 1.98 billion)

2009: China Telecom launches commercial 3G trial service

Value-added SMS Service in China

How dose it work?• Mobile telecommunication companies authorize a range of service

providers (SPs) to deliver value-added services content by way of SMS to users.

• There are two main mobile telecommunications companies in SMS service field in China -- China Mobile & China Unicom

Service Brand• China Mobile – Monternet

• China Unicom – Uni-info

Contents• News; Stock; Multimedia Download; Chatting etc.

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.

Main issues in the first phase of yndaily sms news service

News content management process

The service’s technical feasibility

The development of a strategy for the new medium *

Problems with the mobile value-added services market in china

Lack management experience and governance rules for service providers Illegal charges

How Do They Charge fees?

SPs calculate the fee mobile communications companies subscriberstell charge

I don’t believe you!!

Solusions

Penalty New Information Management Platform (MISC) Regulations and Rules

Effects on yndaily press’s mobile news services

Trust Crisis

Future possibilities of yndaily mobile news services

Leveraging Established Content Sources

Participatory Journalism and Related Interactive Options

MMS Services

3G Services

Eg. ChinaDaily (http://www.chinadaily.com.cn/mobile/)

Eg. SMG mobile TV service(http://www.cn-c114.net/576/a287317.html)

Future strategy

Short-term strategy: further develop the MMS-based mobile newspaper

Long-term strategy: turn into a multimedia company

China Digital Newspaper Lab

New regulations in the future

Mobile News in Australia

SMHhttp://mobile.fairfax.com.au/smh/

News.com.au mobile:http://m.news.com.au/

Australia Network News: Mobile Version (ABC Radio Australia News):http://australianetworknews.com/?mobile

Course reader : Mobile News in Chinese Newspaper Groups – A Case Study of Yunnan Daily Press Group pp.158-172

History of SMS Messaging: http://www.clearsms.com/blog/2008/3/5/history-of-sms-messaging.htmlTalking About Mobile SMS Implementation Technologies and Value-added Services:http://www.docin.com/p-47706951.htmlChinaDaily Mobile News: http://www.chinadaily.com.cn/mobile/SMG partners with Shanghai Unicom for mobile TV service:http://www.cn-c114.net/576/a287317.htmlSMH mobilehttp://mobile.fairfax.com.au/smh/News.com.au mobile:http://m.news.com.au/Australia Network News: Mobile Version (ABC Radio Australia News):http://australianetworknews.com/?mobile