SELF INTRODUCTIONEMELDA LIBANGAPDMM STUDENT – 2012NEW 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 7th Mass Media

BRIEFLY ABOUT MOBILE7th mass media replicate all the capabilities of other

six mass media and much morepersonal, 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

COUNTRY Mobile Penetration Rate

Internet Penetration Rate

Landline Penetration Rate

South Africa

94.76 9.02 8.82

Botswana 90.73 5.81 6.98

Namibia 56.67 5.91 6.62

Kenya 47.15 9.73 1.62

Lesotho 34.34 3.99 2.08

Zambia 31.75 5.88 0.65

Uganda 27.11 9.25 0.67Zimbabwe 24.75 11.78 3.19

MALAWI 15.11 4.51 1.10

MOBILE ACCESS POINTS

VOICE SMS PREMIUM SMS MMS MOBILE INTERNET STK USSD 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: UGANDAKENYASOUTH AFRICA

MONITOR, GROCOTT’S MAIL & NEWS24

• Ugandan Daily N/P•Founded in 1992•Print circulation – 20,000 -23,000

MOBILE SERVICES•SMS news alerts – breaking news – 30,000 subscribers

•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 1870Owned by Rhodes/ David Rabkin project for experimental journalism

Circulation – 2,000 per issueReadership – 12,200 per issue

MOBILE SERVICES

Free SMS news alerts since 2009 - 30,000

Mobile website/ city guide – Grahamstown Now - ad supported.

10,000 unique vistors per month

Owned by Media24/NaspersMOBILE SERVICES1. 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 admob2. Premium SMS news alerts with 2,000 subscribers

at 5 ZAR3. New24’s Mxit Bot – has 800,000 subscribers4. Initiated application development for iPhone, iPad

& Android

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 servicesSMS news alerts, horoscopes sent to subscribers at

a premium rateAdvertising financed modelsDifferent 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

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 mobileWho is your audience?What are your audience’ needs?What do you want to achieve with

mobile?What service could you offer?How do you offer it?How will you finance the services?Is your media house prepared?How can mobile fit into overall digital

media strategy?

FREE ADVICE FOR MEDIAMobile media is content snackingGive advertisers something for free

firstGo for as many products as possible Web page must adapt to mobile

screenCreate services for specific target

marketCombine citizen journalism and printIntegrate channelsRemember text/SMS is a volume

business

REMEMBER! IT’S NOT AN OPTION NOT TO GO

MOBILE BECAUSE

THE WORLD IS

GOING MOBILE

CONCLUSION