Szépvölgyi Tamás (Sanoma Újmédia-divízió Mobilmédia üzletág lapigazgató) prezentációja a Mobile Monday rendezvényen volt látható. A téma a mobilhirdetések.

1. Sanoma Budapest, New Media Division June 08, 2009 , Tamas Szepvolgyi Mobile for the MEDIA

2. WELCOME to SANOMA BUDAPEST 42 MAGAZIN 42 MAGAZIN ES 24 INTERNET SITES 6 MOBIL SITES

3. ANNO 1900 – Media & Tele com „ Drótvezeték könnyen elromolhatik ” The wire may br e ak easily „ A modern ember türelmetlenkedik! M odern men is impatient ! Ábrándja a villamos fül és a villamos szem… Ábrándja villamos fül és villamos szem, hogy barátját ne csak hallja, de lássa is.” Dreams of electric ear and eye to hear and see the distance

8. Where are we now? Amount of content accessible via mobile t 2007 2008 2009 2010 2011 WE ARE HERE s ource: international research companies, Sanoma

10. Challenges for media creating good user experience Smart phones and iPhones ok, but what about the remaining 90% of the phones?

11. Challenges for the media creating good user experience Optimization and tailoring is needed!

12. Challenges for the media creating usability – sites made for mobile

13. TRENDS - Changes in the mobile ecosystem Technology inspires media - media inspires technology AdFinanced Model – Blyk in Brittan , Vodafone’s international Ad strategy is here ! MOBILE OPERATOR Publishers, Content owners € € Without advertising MOBILE OPERATOR Ad agencies, Search engines, Publishers € € With advertising minutes ADVERTISERS € 3 years ago we were told there would be no advertisement on the operator portals

14. TRENDS - Changes in the mobile ecosystem 2008 2009 2010 2011 200 7 200 6 200 5 200 4 200 3 200 2 200 1 200 0 Revenu e of mobile (m edia ) services Handset customization ( wallpapers, ringtones ) Rich media Gaming TV shows M-commerce Evolution of services f rom kissing Eskimos…

15. TRENDS - Changes in the mobile ecosystem More complex services needed, service bundles ! EXAMPLE: In the Far East there are countries with no ordinary music business anymore . All music is available in streaming format – operators became gatekeepers . From kissing Eskimos to interactive mobile campaigns ! 2008 2009 2010 2011 200 7 200 6 200 5 200 4 200 3 200 2 200 1 200 0 Revenu e of mobile (m edia ) services Handset customization ( wallpapers, ringtones ) Rich media Gaming TV shows M-commerce MOBILE ADVERTISING Revenu e of mobile (m edia ) services

16. TRENDS - Mass marketing vs. individual targeting Mobile is not a broadcasting tool! Russian gentlemen, spending 20k to find the girl with a letter published . He had a message to one single person . M ost of us ha ve , most of the companies who come to us, ha ve – Newspapers & Magazines to raise awareness – mobile for the interaction ! He n ever received an answer … (M e dia agencies: nonsufficient activation) Would have been cheaper if he dares to ask the girl ’ s number. G et closer to the audience , and building up a proper relationship . The more intimate the relationship is , the more meaningful content there is for the user. € 20k hahahaa hahahaa haha-haa

17. EXAMPLES - Where is mobile in the media mix? Let’s play! Please read the codes on the walls ! First message to Tommi wins a FANTASTIC PRIZE

18. EXAMPLES Do you know what this is? Japanise grave stone with a mobile code (QR code) „ Ishi no Koe „ - „voice of the stone” Always turned on, always connected. A Japanese motorcycle gang is keeping connection with a deceased friend . Let’s play! Please read the codes on the walls !

21. The mobile Inventory New media tools – Mobile is a mediu m Startlap (startlap.hu) FigyelőNet (fn.hu) NLCafe (NLC.hu) Vezess.hu (vezess.hu) StoryOnline (storyonline.hu) + 4 applications

22. The mobile Inventory New set of media tools Mobile advertisement 1.) ON SITE handset dependent advertisements, advertorials to create engagement, brands provide trusted environment 2.) APPLICATIONS Further engagement wit h brand 3.) SMS services Ad sponsored useful information/infotainment 4.) LBS – Location based services PLS. TURN YOUR BLUETOOTH ON! Tonight we will have a surprise for you. 5.) QR codes – mobilkód, - capable of drive readers/viewers from one medium to another

23. The mobile Inventory – QR Code / mobilkód Hungarian introduction of QR T -mobile, Pannon, Sanoma – free download Print is measurable. Lucky FHM subscriber fr o m PÉCS – won a trip to China. Via mobilecodes (QR codes) in Figyelő, our business weekly updates the printed magazine (extra information on an article)

25. Thank you for your attention