SELF INTRODUCTION EMELDA LIBANGA EMELDA LIBANGA PDMM STUDENT – 2012 PDMM STUDENT – 2012 NEW MEDIA TECHNOLOGIES AND CONVERGENCE MODULE NEW MEDIA TECHNOLOGIES AND CONVERGENCE MODULE

MOBILE MEDIA SERVICES AT SUB-SAHARAN AFRICAN NEWSPAPERS: A guide to implementing mobile news and mobile business – Kristina Buren

Mobile the 7 th Mass Media

BRIEFLY ABOUT MOBILE 7 th mass media 7 th mass media replicate all the capabilities of other six mass media and much more replicate all the capabilities of other six mass media and much more personal, always carried, always connected, built in payment device, available at point of inspiration and capability to measure audience accurately personal, always carried, always connected, built in payment device, available at point of inspiration and capability to measure audience accurately Rapid growth – Penetration is 65% in the world Rapid growth – Penetration is 65% in the world

COUNTRYMobile Penetration Rate Internet Penetration Rate Landline Penetration Rate South Africa Botswana Namibia Kenya Lesotho Zambia Uganda Zimbabwe MALAWI

MOBILE ACCESS POINTS VOICE VOICE SMS SMS PREMIUM SMS PREMIUM SMS MMS MMS MOBILE INTERNET MOBILE INTERNET STK STK USSD USSD VOICE SMS/IVR – Interactive voice response VOICE SMS/IVR – Interactive voice response

MOBILE MEDIA MARKET TRENDS IN AFRICA  Growth in mobile money – e.g Kenya’s M-PESA  Mobile web growth – South Africa  Social media – Popular among young people

CASE STUDIES: UGANDA UGANDA KENYA KENYA SOUTH AFRICA SOUTH AFRICA MONITOR, GROCOTT’S MAIL & NEWS24

Ugandan Daily N/P Ugandan Daily N/P Founded in 1992 Founded in 1992 Print circulation – 20, ,000 Print circulation – 20, ,000 MOBILE SERVICES SMS news alerts – breaking news – 30,000 subscribers SMS news alerts – breaking news – 30,000 subscribers Mobile website – ad space on site – top/bottom banner Mobile website – ad space on site – top/bottom banner Profitable features “Fantasy Football” Shout outs i.e. greetings, gossip, mother’s day, valentine’s day

Founded in 1870Founded in 1870 Owned by Rhodes/ David Rabkin project for experimental journalism Circulation – 2,000 per issueCirculation – 2,000 per issue Readership – 12,200 per issueReadership – 12,200 per issue MOBILE SERVICESMOBILE SERVICES  Free SMS news alerts since ,000  Mobile website/ city guide – Grahamstown Now - ad supported. 10,000 unique vistors per month10,000 unique vistors per month

Owned by Media24/Naspers MOBILE SERVICES 1. Mobile website – South Africa’s most visited site (700,000 monthly visits)  Deal with Opera Mini, Vodacom, MTN to include News24 site on their portals at a fee.  Mobile revenue through ads – i.e. sell own banner ads, collaborate with Google’s admob 2. Premium SMS news alerts with 2,000 subscribers at 5 ZAR 3. New24’s Mxit Bot – has 800,000 subscribers 4. Initiated application development for iPhone, iPad & Android

Challenges of mobile business Challenges of mobile business  Monetizing mobile services  Unprofitable revenue sharing model  Training of Staff  Public literacy  Infrastructure i.e. congestion of network  Mobile connectivity and internet penetration low (Kenya & Uganda)

NEWS24 CHARGES 5 ZAR FOR NEWS ALERT SMS

MOBILE BUSINES MODELS Paid for service s Paid for service s SMS news alerts, horoscopes sent to subscribers at a premium rate Advertising financed models Advertising financed models Different kinds of mobile advertising -Banner advertising – Mobile website -Sponsored content – Mobile apps -Message-based services – Commercial message at tail of SMS

CLASSIFICATION OF MOBILE SERVICES Content delivered to end-users’ phone ( via SMS or mobile website ) Extension of existing products and services to mobile channel Non-editorial services Horoscopes, Love quotes, games, competition New services/business only for mobile Information Services City guides, traffic info Editorial services News, sports, weather Potential benefits: Loyalty & r/ship building, reaching new readers, market positioning, revenue generation.

Mobile usages besides content delivered can be divided thus: Potential benefits  Loyalty & r/iship building, additional material  Loyalty, r/ship building and revenue generation  Internal benefits, improved workflow Service  News tips from readers, readers’ pictures  Classifieds, greetings, shoutouts and personal adverts from readers  Commercial customer clubs, loyalty clubs  Mobile as reporters’ tool

Critical Qs when going mobile Who is your audience? Who is your audience? What are your audience’ needs? What are your audience’ needs? What do you want to achieve with mobile? What do you want to achieve with mobile? What service could you offer? What service could you offer? How do you offer it? How do you offer it? How will you finance the services? How will you finance the services? Is your media house prepared? Is your media house prepared? How can mobile fit into overall digital media strategy? How can mobile fit into overall digital media strategy?

FREE ADVICE FOR MEDIA Mobile media is content snacking Mobile media is content snacking Give advertisers something for free first Give advertisers something for free first Go for as many products as possible Go for as many products as possible Web page must adapt to mobile screen Web page must adapt to mobile screen Create services for specific target market Create services for specific target market Combine citizen journalism and print Combine citizen journalism and print Integrate channels Integrate channels Remember text/SMS is a volume business Remember text/SMS is a volume business

REMEMBER! IT’S NOT AN OPTION NOT TO GO MOBILE BECAUSE THE WORLD IS GOING MOBILE CONCLUSION