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Mobile services in Finnish newspapersArena
Partners Ltd.Jan Laurén358 500 563442
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Arena Partners Ltd.

• Established in 2000
• Field web and mobile services
• Owned by 14 regional newspapers
• 1.5 million daily readers
• 150 000 visit the online editions of the
• newspapers weekly
• Offices in Jyväskylä, Kuopio and Vaasa
• Purpose to provide newspapers with leading
  e-business and mobile solutions for customer
  interaction and multi-channel operations

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Arena Partners Products andServices

• Mobile services
• APMM Toolset (SMS, WAP, MMS)
• Mobile menu (graphical wap)
• Mobilearena (www.mobilearena.net)
• Classified ads solutions
• Registration and billing tools for newspaper
  online editions
• Consultation and training

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References - Newspapers

• Finland
• Aamuposti Hufvudstadsbladet - Hämeen Sanomat
  Ilkka - Itä-Savo - Jakobstads Tidning
  Karjalainen Keskipohjanmaa Keskisuomalainen -
  Keski-Uusimaa Länsi-Savo - Länsi-Uusimaa - Nya
  Åland Pohjalainen - Savon Sanomat - Tidningen
  Åland Uusimaa Vasabladet
• Sweden
• Arbetarbladet Dala Demokraten - Dalarnas
  Tidning - Eskilstuna Kuriren Folkbladet -Gefle
  Dagblad Gävle Tidningar - Gotlands Allehanda
  Gotlands Tidningar - Göteborgs-Posten - Ingress
  Media - Katrineholms Kuriren - Nerikes Allehanda
  Norrbottenskuriren Norrköpings Tidningar
  Norrtäljetidningar - Sundsvalls Tidning -
  Sydsvenska Dagbladet - Upsala Nya Tidningar -
  Västerbottens Folkblad - Västerbottens Kuriren
  Västervikstidningen - Örnsköldviks Allehanda
  Östersundsposten - Östgöta Correspondenten

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Mobile Services History in Finnish Arena
Newspapers

• 1998 SMS News (output)
• 2001 News in WAP enabled phones (output)
• 2002 Interactive Premium SMS services
  (input/output)
• Editorial Tips, Feedback, Weather, Push News,
  Question of the Day, votes, sport services
• Marketing Subscriptions campaigns, quizzes
• Advertising classified ads, services for
  advertisers
• Mobile entertainment like ring tones, logos,
  picture messages etc.
• 2003 MMS News (output) and entertainment concept
  www.mobilearena.net
• 2004 Mobile menu, 2nd generation WAP (output) and
  www.treffiarena.net (sms date)
• 2005 Moblog and CRM

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Why mobile services in newspapers?

• Its not only publishing .. Mobile is more than a
  channel for publish content and news.
• Mobile is more than entertainment and new
  revenues from ring tones, logos, and other
  entertainment.
• its changing the way a newspaper is interacting
  with its customer both readers and advertisers

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Why mobile service innewspapers?

• In every pocket
• Mobile phones and SMS are used by most people
• Cameras, MP3 players, streaming video are
  included in most new phones
• Fastest channel
• SMS news are by far the fastest and the only way
  to reach customers regardless of place
• Personal
• Identification of mobile number contributes to
  personal services and personal price
• extremely fast and effective marketing place
• VIP Programme
• Billing channel
• Possible to charge up to 20 for SMS, MMS and
  WAP (in Finland)

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Mobile service examples

• Subscriptions
• Campaigns
• Orders and breaks
• Competitions
• Advertising services
• - Classified ads (SMS, MMS)
• SMS dating service with chats
• Mobile services for advertisers
• Group messages for advertisers to readers
• And entertainment services..

• Editorial services
• Feedback and news tip
• Polls and opinion boards
• Question of the day
• News-, and sport push services
• Search services
• (e.g. events, timetables,
• television programmes)
• Moblogs
• Weather forecasts
• Stock quotes
• Group messages

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Mobile solutions in Finnish newspapers

• All interactive mobile services with SMS and MMS
  for all newspaper sections and departments.
• Moblogs.
• Mobile channel in WAP and 3G and device
  identification with the right layout for the
  right mobile phone.
• CRM with subscriber/reader and number
  identification and billing.
• All mobile services (SMS/MMS/WAP) integrated in
  one solution with connections to newspaper
  systems and databases.
• New mobile services can be built in just two
  minutes.

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SMS Opinion service

• Pohjalainens opinion service
• Published in the newspaper and on website
• 0,70 per SMS opinion
• In one month over 3000 opinions

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SMS Consumer classifieds

• Newspaper Ilkka in Seinäjoki Finland
• Every 4th ad is received by sms
• Price 15 - 20
• Including pictures with MMS

To the print
content
To the web
VOLVO F-85 vm.-78 12 tonnin vetolavalaitteet
billing
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Arena classified services
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SMS Mobile for subscriptions

• An alternative way to receive subscriptions
• Billing where available
• Cheap and effective tool for after-sales
  marketing
• Successful campaigns for many newspapers, e.g.
  Goteborgs Posten
• Many people rather use SMS that return a paper
  form, even though it is more expensive

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SMS Subsciption campain
Add order to Subscription system
Subscribe, name address
Create Group Free Campaign 1 week 2005
Get Group, where subscription is ending
Your free subscription is about to end. If you
would like to continue your Subsciption just
reply to this message. Your subsciption will be
continued by 4 Weeks and 20 euros will be billed
to your Phone bill
Send message
Many people rather use SMS that return a paper
form
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SMS SMS Payment on Web Edition
Content DB
Payment OK
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SMS SMS Date

• Published in the newspaper weekly and online at
  mobilearena.net
• 1,20 per SMS ad and chat message
• Over 40 chat messages/ad

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SMS Mobile Services for advertisers

• Supplementary services for print ads
• Increased interaction for the advertiser
• Sold/bundled with regular print ad new income
• Production at advertising department, a turn-key
  solution for the advertiser
• Services include
• Feedback etc.
• Catalog order
• Voting
• Moblog for sales campaign
• Etc.

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MMS Moblog in a newspaper?

• By using Moblog, readers can become editors of
  the newspapers Web edition
• Editors can get their pictures and stories easily
  to the Web edition
• Take a picture or a video with your camera phone,
  write text and send it as an MMS message or
  e-mail to newspapers number. Message may be
  charged.
• In APMM you can revise pictures, edit text and
  approve messages for publishing. Possibility to
  send short messages to the author.
• Content will be published in a customized
  website.
• - Entries can be commented using SMS.- Messages
  may be chargeable.

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How can a newspaper use a Moblog?

• Tips to newspaper from readers, e.g. post images
  or videos of natural disasters, traffic accidents
  or cultural events in your area
• Moblog editors with online connection to the
  website
• Classified ads with pictures
• Happenings and seminars
• Interests Dogs and Cats
• These are just a few of the many possible uses
  for your Moblogs.

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Moblog
On the Web
APMM Moderation
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WAP The mobile service menu

• Pocket newspaper
• The graphical WAP/3G menu can be enabled via a
  text message
• News service with pictures, the virtual office of
  the newspaper with billing capabilities, vehicle
  and estates search service, Mobilearena, local
  services, entertainment and external content.
• gt Everything in one place without having to
  remember keywords or numbers

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From WAP to Mobile Service Menu

• WAP is reborn with graphics and 3G!
• Simplifies the use of mobile services
• OTA settings. The reader sends SET PHONE MODEL to
  number 16323 and receives the correct WAP
  settings.
• The site can be linked to from other portals.
• Device detection enables the right size and
  format for different kinds of phones monochrome,
  color, WML, XHTML and HTML. Phone number
  detection is also supported
• Enables dynamic prices on all links and/or
  different prices for different.
• The end-user cannot get to the content without
  paying for it

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APMM Mobile Menu
Device detectionMake, model, xhtml/wml support,
screen size, color support...
MSISDN detection (number)phone number and
operatorSession handling
Billingoperators wap billing links
ContentAPMM structure and menu.Content from
external sources
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WAP Mobile menu in Pohjalainen
Price list News 0,70 Weather 0,40 Stock
exchange rates 0,70 Freetime 0,40
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WAPKalevas News and Weather forecasts

• News 0,70 /day
• Weather forecasts 0,40 /day

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WAP Kalevas ice hockey.

• Ice hockey 0,70 /week
• Entertainment 0 /week

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Thank you!

• Jan Laurén

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