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Mobile services in Finnish newspapersArena Partners Ltd.

Jan Laurén+358 500 563442

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Arena Partners Ltd.

• Established in 2000• Field: web and mobile services• Owned by 14 regional newspapers

– 1.5 million daily readers– 150 000 visit the online editions of the

newspapers weekly• Offices in Jyväskylä, Kuopio and Vaasa

• Purpose: to provide newspapers with leading e-business and mobile solutions for customer interaction and multi-channel operations

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Arena Partners Products andServices

Mobile services– APMM Toolset (SMS, WAP, MMS)– Mobile menu (graphical wap)– Mobilearena (www.mobilearena.net)

Classified ads solutions

Registration and billing tools for newspaper online editions

Consultation and training

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References - NewspapersFinland

Aamuposti – Hufvudstadsbladet - Hämeen Sanomat – Ilkka - Itä-Savo - Jakobstads Tidning – Karjalainen – Keskipohjanmaa – Keskisuomalainen - Keski-Uusimaa – Länsi-Savo - Länsi-Uusimaa - Nya Åland – Pohjalainen - Savon Sanomat - Tidningen Åland – Uusimaa – Vasabladet

Sweden

Arbetarbladet – Dala Demokraten - Dalarnas Tidning - Eskilstuna Kuriren – Folkbladet -Gefle Dagblad – Gävle Tidningar - Gotlands Allehanda – Gotlands Tidningar - Göteborgs-Posten - Ingress Media - Katrineholms Kuriren - Nerikes Allehanda – Norrbottenskuriren – Norrköpings Tidningar – Norrtäljetidningar - Sundsvalls Tidning - Sydsvenska Dagbladet - Upsala Nya Tidningar - Västerbottens Folkblad - Västerbottens Kuriren – Västervikstidningen - Örnsköldviks Allehanda – Östersundsposten - Östgöta Correspondenten

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Mobile Services History in Finnish Arena Newspapers

• 1998 SMS News (output)• 2001 News in WAP enabled phones (output)• 2002 Interactive Premium SMS services (input/output):

– Editorial: Tips, Feedback, Weather, Push News, Question of the Day, votes, sport services

– Marketing; Subscriptions campaigns, quizzes– Advertising; classified ads, services for advertisers– Mobile entertainment like ring tones, logos, picture messages

etc.• 2003 MMS News (output) and entertainment concept

www.mobilearena.net • 2004 Mobile menu, 2nd generation WAP (output) and

www.treffiarena.net (sms date)• 2005 Moblog and CRM

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Why mobile services in newspapers?

Its not only publishing .. Mobile is more than a channel for publish content and news.

Mobile is more than entertainment… and new revenues from ring tones, logos, and other entertainment.

… its changing the way a newspaper is interacting with its customer – both readers and advertisers

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Why mobile service innewspapers?In every pocket

- Mobile phones and SMS are used by most people

- Camera’s, MP3 players, streaming video are included in most new phones

Fastest channel

- SMS news are by far the fastest and the only way to reach customers regardless of place

Personal

– Identification of mobile number contributes to personal services and personal price

- extremely fast and effective marketing place

- VIP Programme

Billing channel

- Possible to charge up to 20 € for SMS, MMS and WAP (in Finland)

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Mobile service examples

• Subscriptions

- Campaigns

- Orders and breaks

- Competitions

• Advertising services

- Classified ads (SMS, MMS)

- SMS dating service with chats

- Mobile services for advertisers

- Group messages for advertisers to readers

And entertainment services..

• Editorial services

– Feedback and news tip

– Polls and opinion boards

– Question of the day

– News-, and sport push services

– Search services

(e.g. events, timetables,

television programmes)

– Moblogs

– Weather forecasts

– Stock quotes

– Group messages

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Mobile solutions in Finnish newspapers• All interactive mobile services with SMS and MMS for all

newspaper sections and departments.• Moblogs.• Mobile channel in WAP and 3G and device identification with

the right layout for the right mobile phone.• CRM with subscriber/reader and number identification and

billing.• All mobile services (SMS/MMS/WAP) integrated in one

solution with connections to newspaper systems and databases.

• New mobile services can be built in just two minutes.

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SMS: Opinion service

• Pohjalainen’s opinion service• Published in the newspaper and on

website• 0,70 € per SMS opinion• In one month over 3000 opinions

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SMS: Consumer classifieds

VOLVO F-85 vm.-78 12 tonnin vetolavalaitteet

content

billing

To the print

To the web

• Newspaper Ilkka in Seinäjoki Finland• Every 4th ad is received by sms• Price 15 - 20 €• Including pictures with MMS

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Arena classified services

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SMS: Mobile for subscriptions

• An alternative way to receive subscriptions– Billing where available

• Cheap and effective tool for after-sales marketing

• Successful campaigns for many newspapers, e.g. Goteborgs Posten

• Many people rather use SMS that return a paper form, even though it is more expensive

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SMS: Subsciption campain

Subscribe, name address

Create GroupFree Campaign 1 week 2005

Get Group, where subscriptionis ending

Send message

Your free subscription is about to end.If you would like to continue yourSubsciption just reply to this message.Your subsciption will be continued by 4Weeks and 20 euros will be billed to yourPhone bill

Add order toSubscription system

Many people rather use SMS that return a paper form

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SMS: SMS Payment on Web Edition

Content DB

Payment OK

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SMS: SMS Date

• Published in the newspaper weekly and online at mobilearena.net

•1,20 € per SMS ad and chat message

•Over 40 chat messages/ad

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SMS: Mobile Services for advertisers

• Supplementary services for print ads• Increased interaction for the advertiser• Sold/bundled with regular print ad – new income• Production at advertising department, a turn-key solution for

the advertiser• Services include

– Feedback etc.– Catalog order– Voting– Moblog for sales campaign– Etc.

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MMS: Moblog in a newspaper?

• By using Moblog, readers can become editors of the newspaper’s Web edition

• Editors can get their pictures and stories easily to the Web edition1. Take a picture or a video with your camera phone, write

text and send it as an MMS message or e-mail to newspaper’s number. Message may be charged.

2. In APMM you can revise pictures, edit text and approve messages for publishing. Possibility to send short messages to the author.

3. Content will be published in a customized website.- Entries can be commented using SMS.- Messages may be chargeable.

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How can a newspaper use a Moblog?1. Tips to newspaper from readers, e.g. post images or videos

of natural disasters, traffic accidents or cultural events in your area

2. Moblog editors with online connection to the website

3. Classified ads with pictures

4. Happenings and seminars

5. Interests; Dogs and Cats

These are just a few of the many possible uses for your Moblogs.

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Moblog

On the Web

APMM Moderation

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WAP: The mobile service menu

”Pocket newspaper”• The graphical WAP/3G menu

can be enabled via a text message

• News service with pictures, the virtual office of the newspaper with billing capabilities, vehicle and estates search service, Mobilearena, local services, entertainment and external content.

=> Everything in one place without having to remember keywords or numbers

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From WAP to Mobile Service Menu

• WAP is reborn with graphics and 3G!• Simplifies the use of mobile services • OTA settings. The reader sends SET PHONE MODEL to

number 16323 and receives the correct WAP settings.• The site can be linked to from other portals.• Device detection enables the right size and format for

different kinds of phones; monochrome, color, WML, XHTML and HTML. Phone number detection is also supported

• Enables dynamic prices on all links and/or different prices for different.

• The end-user cannot get to the content without paying for it

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Device detectionMake, model, xhtml/wml support, screen size,

color support...

MSISDN detection (number)phone number and operator

Session handling

ContentAPMM structure and menu.

Content from external sources

Billingoperators wap billing links

APMM Mobile Menu

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WAP: Mobile menu in Pohjalainen

Price list:

News 0,70 € Weather 0,40 € Stock exchange rates 0,70 €Freetime 0,40 €

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WAP:Kaleva’s News and Weather forecasts

•News 0,70 €/day

•Weather forecasts 0,40 €/day

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WAP: Kaleva’s ice hockey.

•Ice hockey 0,70 €/week

•Entertainment 0 €/week

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Thank you!

Jan Laurén

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