positioning, designing and implementing mobile magazines for sanoma

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Sanoma Defining and Implementing Mobile Magazines Fabian Tilmant

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Page 1: Positioning, designing and implementing Mobile Magazines for Sanoma

SanomaDefining and Implementing Mobile

Magazines

Fabian Tilmant

Page 2: Positioning, designing and implementing Mobile Magazines for Sanoma

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

Page 3: Positioning, designing and implementing Mobile Magazines for Sanoma

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

Page 4: Positioning, designing and implementing Mobile Magazines for Sanoma

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

Page 5: Positioning, designing and implementing Mobile Magazines for Sanoma

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

Page 6: Positioning, designing and implementing Mobile Magazines for Sanoma

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

Page 7: Positioning, designing and implementing Mobile Magazines for Sanoma

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

Page 8: Positioning, designing and implementing Mobile Magazines for Sanoma

Demo

Questions?

Thank you!