Mobile Revolution is moving on

1
Mobile Revolution is moving on

• News sites on a small device is spreading its
  branches
• The 2002 Editor and Marketeer Conference Expo
• 2002.11.22.

2
Basic Facts about Asahi Shimbun

• Worlds second-largest newspaper
• Circulation
• 8MMorning Edition
• 4MEvening Edition
• Weekly and Monthly Magazines
• 24 local TV station in a group

3
Brief History in Digital field

• 1995.8 asahi.com
• 1999.2 news site on
• Mobile Phone Asahi Nikkan News(free)
  i-mode(service on J-Phone DDI,au
• started in June)
• 2000.1 start to charge for i-mode
• (start to carge on J-Phone in
  June, on au in Oct.)

4
asahi.com and our mobile site
5
Business Model of mobile service

• Subscription Fee
• Micropayment
• the Mobile Phone service operators collect fee
  with the connection fee
• Ad Revenue 94 by 26 banner on the top page
• Rvenue in 2001 28million yen

6
Asahi Nikkan Sports

• Basic News Site
• real-time news from asahi.com
• micro asahi.com
• real-time news from Nikkan Sports (sports
  news paper in a group)
• 1 million subscribeers(2002.10)
• largest news site on mobile phone 100yen
  per month

7
Contents

• 5 Headlines from Asahi
• 3 Sports Headlines from Nikkan Sports News
• Daily Column
• Baseball Game Results
• Soccer Game Result
• English News

8
Subscribers of Asahi Nikkan Sports
9
Mobile Internet in Japan

• Launched in Feburary 1999
• Subscribers 51.93 million (2002.3)

10
Trends in the Number of Cell Phone and the Mobile
Internet
11
Cell Phone Internet Compatibility Rate
12
Diversified contents for Mobile Internet in Japan

• Information Service News, Entertainment
  information
• Purchasing tickets
• Engaging in commercial transactions bank
  transaction, music, picture

13
Who is making money on mobile phone site

• Download service
• Ringer Melody
• Screensaver
• Game
• Contents which appeal to younger generation.
• thenNot News only but a taste of
  entertainment

14
News is not enough

• Introducing new mobile news site
• News x ?
• 4 other mobile site by Asahi

15
Adding a taste of entertainment to news

• We added Music download service for sports event
• High School Baseballbaseball anthem
• World Cup SuccorNational anthem of
  participating teams
• Visual apprication for sports news
• adding virtuality

16
Spreading the branches of News Site
17
News ? Battle

• Launched 2001.3.
• Co-Brand Site with Nikkei Shimbun (economic
  news paper)
• 100 yen per month
• 36 thousand subscriber
• News and Quiz
• Latest news and column from both papers
• Quiz on news give score on line

18
Chiezo

• Launched 2001.8.
• An article search for The Asahi Shimbun and Key
  word search from current news terms archive
• 100 yen per month
• 28 thousand subsciber(2002.9)

19
Asahi Mobile Station

• Streaming Video News site for Third Generation
  Mobile Telephones
• Launched in 2001 as trial
• Start charging 2002.10
• 300 yen per month
• 1000 subscribers

20
Asahi Mobile Station

• Video News Clips from TV Satations in our Group
• Video data updated 3 times a day

21
Asahi Lifeline

• Launched 2002.10.
• Breaking News and Emergency information
• 200 yen per month
• 1700 Subscriber
• Personalized menu and mail service
• User can choose the area and rail road line

22
Important aspects of mobile service --TIME

• To turn dead time into productive time
• To reach users anytime

23
Access Pattern of asahi.com
24
Access Pattern of Asahi Nikkan News on Mobile
25
Important aspects of mobile service Younger
Generation

• Japanese pay more on mobile service
• Expenditure in household
• decreased eating out, clothing, travel
  leisure
• increased expenditure for mobile
  service(31.4).among unmarried women (47)
• (survey by Dentsu marketing)

26
Younger generation reads papers less than 10
minutes a day
27
Expenditure for communication is increasing
28
Younger generation spends more for Mobile Phone
29
Demography of each Media
30
Utilize all types of Media
31
Why do we use all types of Media?

• To cover all generations
• To cover all time and aspects of users daily life

32
Thank You

• Hiromi Ohnishi
• Asahi Shimbun
• ohnishi_at_emb.asahi-np.co.jp