HS.fi/Mobiili Finland’s largest mobile site

HS.fi/Mobiili is the largest mobile service in Finland Helsingin Sanomat / Kurkijärvi HS.fi/Mobiile weekly unique visitors more than (DoP Visual Site) That’s more than 70 % of Sanoma News mobile traffic! Media sales started in 2008 with pilot campaigns with Sonera (click-to-call), Nissan, Fonecta (CPC/download), Nokia, Verkkokauppa.com Three releases in one year (rel 1 07/2008, rel 2 10/2008 and rel 3 12/2008) Even with aggressive pricing moves in 2009, media sales remain brisk Sufrport Awards -finalist, Sanoma Award -finalist 2008, Grand One -finalist 2009 Rel 1 Rel 3 Rel 2

More than page views, visit lasts for close to five minutes Growth has been excellent in both visitor numbers and page views Average time on site has gone from 2 min 47 s (week 35/2008) to 4 min 57 s (week 4/2009) Active feedback management; 99 % of feedback positive (”will use service again”)

Helsingin Sanomat / Kurkijärvi Key functionalities: Excellent news service (HS.fi:n web news in mobile format) Best sports score service (live results, fixtures, tables) Mobile links (HS.fi/mobiili is the starting page for mobile browsing) News Videos Daily poll AdManager Integration Free Mobile Weather Best comics: Viivi & Wagner, Fingerpori Text version for increased handset support

Usage numbers show commuters most active, mobile also has a ”third hump” Breakdown of daily use shows differences between mobile behaviour Online: two peak times Mobile: a third peak time e.g. ”hump” in the figures late in the evening at bedtime A new media for a formerly medialess time

iPhone was the deal-clincher: biggest mobile handset at HS.fi/mobiili A good browsing experience is essential to creating successful services: a combination of optimizing for different technologies and waiting for the potential userbase to grow Finding reliable analytics data is a challenge: HS.fi/mobile uses DoP (Omniture)

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