MOBILE NEWS IN CHINESE NEWSPAPER GROUPS

A Case Study of Yunnan Daily Press Group

Juanyi Yang 3349259

Wenwan Tan 3354269

OUTLINE OVERVIEWI. HistoryII. Situation

VALUE-ADDED SMS SERVICE IN CHINAI. ProblemsII. Solutions

CASE STUDY OF YUNNAN DAILY PRESS GROUPI. WhyII. EffectsIII. Problems

MOBILE SERVICESI. ProblemsII. Opportunities

OVERVIEW-History

HISTORY of World SMS Market

HISTORY of Chinese SMS Market

HISTORY OF WORLD SMS MARKET

1980s: Discusses about GSM (Global System of Mobile communication) services.

1992 ： The first SMS message——"Merry Christmas“

1993 ： The initial success of SMS messaging services in Norway and UK

1999: SMS messaging usage took off

Today: SMS messaging → available in 3G

HISTORY OF CHINESE SMS MARKET

1997: The first Chinese-language mobile-phone SMS

2000: “Monternet Plan”

2002: SMS was said to “save” the Chinese Internet

2000-2007: Chinese value-added SMS

2009: 3G trial service

OVERVIEW-SITUATION

Chinese Mobile Telephony Situation

MOBILE TELEPHONY BOOMS IN CHINA

Rapid growth in number of users

Volume of messages

Range of services (key areas: Shanghai, Beijing)

RAPID GROWTH IN NUMBER OF USERSChina Mobile Communication Corporation ( China Mobile )

China Unicom Limited ( China Unicom)

SMS USE IN CHINA

VALUE-ADDED SMS SERVICE IN CHINA

Question: How does value-added SMS service work?

Mobile telecommunication companies authorize a range of service providers (SPs) to deliver value-added services content by way of SMS to users.

VALUE-ADDED SMS SERVICE IN CHINA

Service BrandChina Mobile – Monternet China Unicom – Uni-info

Contents News; Stock; Multimedia Download; Chatting etc.

PROBLEMS WITH THE MOBILE VALUE-ADDED SERVICES MARKET IN CHINA

Lack management experience and governance rules for service providers

（SPs） Illegal charges

How Do They Charge fees?

SPs calculate the fee mobile communications companies subscribers

Problem:Introducing additional fees without notice;

Subscribers find it’s hard to cancel the services;Texting users directly, charging fees without

mobile carrierEtc

tell charge

SOLUTIONS

Penalty

New Information Management Platform

(MISC)

Regulations and Rules

CASE STUDY:Yunnan Daily press group

WHY THIS CASE?• Analyzing outstanding examples (Beijing, Shanghai

etc.) in this field may distort the overall picture. Yunnan Province is a less prominent and more remote area.

MOBILE NEWS IN YUNNAN PROVINCE Established in 2002:

Joint venture between Yunnan Mobile and Yunnan Daily Press

Harnessing existing content from Yndaily publications

Cross-promotion through Yndaily and Yunan Mobile products.

EFFECTS ON YNDAILY PRESS’S MOBILE NEWS SERVICES• Trust Crisis

Sep. 2002:1,500 users

Jan. 2005:290,000 users

Jan. 2006: 120,000 users

PROBLEMS WITH MOBILE SERVICES

Unethical business practices until 2005

Poor management, lack of regulation

Uninvited messages, inability to cancel

Illegal billing practices

WHAT’S THE PROBLEM?

Initial problem of technological limitations

70 Chinese characters per SMS message

2-5 messages per day

Requires tight editing

NEW OPPORTUNITIES

MMS newspaper Overcoming character limitations, incorporating

image, audio, video content.

3G services Problems with technology changeover and market

oligopoly.

COVERGENCE OPPORTUNITIES

Beyond mobile telephony: Restructuring of Yndaily as multimedia group Increasing focus on user involvement

Focusing on the technological trend, acknowledge about the audiences’ consumption of mobile news services.

REFERENCECheng, L and Bruns, A 2009, ‘Mobile News in Chinese Newspaper Groups: A Case

Study’, in G Goggin and L Hjorth (eds) Mobile Technology: From

Telecommunications to Media, London: Routledge, 186-200. (R)

Levinson, P. 2004, Cellphone: The story of the world’s most mobile medium and how it has transformed everything. New York: Palgrave Macmillan.

History of SMS Messaging:

http://www.clearsms.com/blog/2008/3/5/history-of-sms-messaging.html

Ministry of Information Industry of the PRC：http://www.mii.gov.cn/col/col166/index.htm

Mobile SMS Implementation Technologies and Value-added Services:

http://www.docin.com/p-47706951.html

ChinaDaily Mobile News:

http://www.chinadaily.com.cn/mobile/

SMG partners with Shanghai Unicom for mobile TV service:

http://www.cn-c114.net/576/a287317.html

Mobile value-added report：http://www.iresearch.com.cn/html/wireless_service/more_free.html.