Cell Phone SMS News in Chinese Newspaper Groups: A Case Study of Yunnan Daily Press Group

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12 Νοε 2013 (πριν από 3 χρόνια και 7 μήνες)

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Cell Phone SMS News in Chinese Newspaper Groups:

A Case Study of Yunnan Daily Press Group

Liu Cheng & Axel Bruns

Creative Industries Faculty

Queensland University of Technology

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Mobile Telephony and Yndaily


Continuing mobile boom in China:


rapid growth in number of users, volume of messages, range of
services


but focus of studies largely on key areas (Shanghai, Beijing, etc.)


dominated by China Mobile and China Unicom


Yunnan Daily Press Group:


key regional news organisation


case study for developments in other regional areas


SMS, WAP, MMS news services since 2002


overseen by Liu Cheng, vice
-
director of Yndaily information and
network centre

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Rapid Growth in Users

Amounts of mobile phone users in China
X:Time
Y:Amount


Unit: Million

Sources: The Ministry of Information Industry of the P.R.C
43.3
84.533
145.222
161.5
176.169
190.391
206.616
221.491
234.472
249.974
268.693
290.305
305.283
320.071
334.824
349.05
363.168
377.924
393.428
0
20
40
60
80
100
120
140
160
180
200
220
240
260
280
300
320
340
360
380
400
420
440
Sep-99
Dec-99
Mar-00
Jun-00
Sep-00
Dec-00
Mar-01
Jun-01
Sep-01
Dec-01
Mar-02
Jun-02
Sep-02
Dec-02
Mar-03
Jun-03
Sep-03
Dec-03
Mar-04
Jun-04
Sep-04
Dec-04
Mar-05
Jun-05
Sep-05
Dec-05
Mar-06
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SMS Use in China


SMS development initially slow:


limitation to Latin script until 1997


thus absence of SMS value
-
added services


China Monternet (Mobile+Internet) as first key service in 2001



Common value
-
added services today:


Information, including news, weather, examinations, and English
learning;


Entertainment, including short message games, mobile phone pictures,
ring tones downloads, jokes, and other entertainment participation;


Communications, including mobile chat, and email;


Commercial, including mobile phone stock trading and mobile phone
banking; and


Special services, including location
-
based services (similar to GPS)
(China Mobile, 2006)

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The SMS Explosion

2000-2005 Chinese SMS Usage Volume
Unit: Billion Messages
Sources: The Ministry of Information Industry of the P.R.C
1
18.9
90
137.1
217.76
304.65
0
20
40
60
80
100
120
140
160
180
200
220
240
260
280
300
320
340
1999
2000
2001
2002
2003
2004
2005
2006
Year
Billion Messages
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Market Development

2001-2006 China Mobile
Value-added market and forecast

Unit: Billion Yuan (RMB) 1AU$=6Yuan RMB
1.98
9.36
22.677
41.5
57.15
25.256
0
10
20
30
40
50
60
70
2000
2001
2002
2003
2004
2005
2006
2007
Year
Total income
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The Mobile Services Downturn


Problems with mobile services:


unethical business practices until 2005


poor management, lack of regulation


uninvited messages, inability to cancel


illegal billing practices


government intervention, some providers shut down


also negative effect on legitimate providers


still overall market growth, but notably slowed


emergence of key market leaders / oligopolists

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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 Yunnan Mobile products


initial problem of technological limitations


70 Chinese characters per SMS message


2
-
5 messages per day


requires tight editing


growth and decline echoing market development



New opportunities:


MMS newspaper


3G services

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Key Strategies


Yndaily’s key options for growing the market:


Leveraging existing content sources


building on established news brands


Interactive options and participatory journalism


user participation growing in spite of overall market downturn


MMS Services


overcoming character limitations, incorporating image, audio,
video content


3G Services


but problems with technology changeover and market
oligopoly

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Convergence Opportunities


Beyond mobile telephony:


especially 3G devices no longer phones


restructuring of Yndaily as multimedia group


increasing focus on user involvement



Towards new models


growing focus on product R&D: e.g. through the China Digital
Newspaper Lab


but need for better and more streamlined government regulation


threat of oligopoly led by China Mobile (especially in 3G market)


need for further insights beyond the rapid growth in use