Date post: | 09-May-2015 |
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Technology |
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SanomaDefining and Implementing Mobile
Magazines
Fabian Tilmant
Sanoma media power and strategy
• Leader on female target (61,8% reach) for printed media• Leader on female target (75% reach) for online media• First media group to propose mobile media to
advertisers with a focus on women– First, commodity positioning (co-branded MVNO with Proximus),
then a real new media– Not only on our Customer Base but also on our extended User
Base– On a segment that haven’t been really targetted yet: women– Content diffusion and community stimulation through all mobile
channels (IVR, SMS, MMS, Mobile Internet...)
Co-branded MVNO is not the ultimate solution, Mobile Products, Applications and Services are!
Company confidential
Mobile Market positioning
• Sanoma is building a strong community of members through Flair Mobile, Libelle Mobile and Femmes d’Aujourd’hui Mobile offerings
• Sanoma is also providing Mobile Services to the whole Belgian GSM-enabled population, creating a Mobile Services Users Community
• Sanoma needs advertisers in orderto make this users communitygrowing
• Sanoma is handling at the same time actions for having itsMembers community growing too! Members
Users
Belgian MobilePopulation
Company confidential
Mobile possibilities
• Sanoma is investigating, testing and launching mobile services in all possible medias:– IVR: Voice Deposits, Order line...– SMS: SMS&Win, Contests, UG actions, Coaching
services...– WAP: Vodafone live! mini-site– Games: downloadable games– MMS: Fun&Info MMS services– Applications: On Device Portal– Mobile Videos: investigating Gossip
Company confidential
Let’s focus on On Device Portals
Why ODP rather than Mobile Internet ?
• 5 years ahead User Experience– Better Look&Feel, Flash-like– Rich Content better displayed– Compatible with Phone Functions (Mobile Internet, Bluetooth,
SMS, MMS, Calls, Address Book, Agenda...)• Upgradable, Fully Customizable• Single Access Point for many Sales and Marketing
Activities– Accessing Browsable Content – Selling VAS and Premium VAS– Interacting with Sanoma during events thanks
to Bluetooth– Interaction between Sanoma Mobile users
communities– Support for Advertising
Company confidential
Product Positioning
• SMB On Device Portals ARE NOT Portals• They are Mobile Magazines• Mobile mags will be distributed for free to all interested
Mobile phone owners• This is an acquisition tool for our Mobile
Services• This is an acquisition, stimulation
and loyalty tool for our Mobile Members
• Increasing content will be exclusive to our Members
• Viral aspect: send to a friend
Company confidential
Product Positioning
• Regular web advertising is possible: bannering, integrated content, contestsSOON: video, profiling, m-payment...
• First level is the homepage: interesting articlesare put 1st level, no matter if they belong to Mode, Culi or to Beauty
• Most of the content is accessibleoffline; additional content is downloaded in the interface
• Education on “Mobile web” : reviews and links to Mobile Web (Facebook, Youtube, Google Mobile...)
Company confidential
Demo
Questions?
Thank you!