Delo Revije
2.12.2009
The publisher Delo Revije decided to enlarge seven magazine editions to the mobile phone in order to reach even bigger circle of readers and increase the potential new incomes. The fact is that most female readers leave their lipstick at home more easily than a mobile phone, which is a new challenge for editors and a big opportunity for advertisers who want some fresh communication on the overloaded advertising market.
Goals
- Expansion of the news distribution to the mobile channel,
- Personal and interactive contact with readers,
- Added value to the press through the multimedia contents,
- Integration of the mobile and web portal,
- Integration of the web and mobile community,
- Additional “web 2 mobile” services,
- New incomes from mobile contents and
- New incomes from mobile marketing.
Solution
Magazines Stop, Lady, Anja, Eva, Jana and Smrklja are making the net of portals on the internet. We adapted and optimized them for the mobile phone environment, but it could not satisfied itself all of the readers expectation.
Kitio mobile, in cooperation with the global digital editor, so provided specially adapted contents for mobile phones like »paparazzi« video tapes, music videos and java applications which complete the content part of portals. The contents also complete the commercial services, music service, web and mobile community and other contents, specially adapted for Delo Revije portals.
Integration with press and web
The press, web and mobile integration is one of most important parts of the project. Mobile portals are communicated in the press through the graphic signs and 2D QR codes which enable a quick access by short SMS key words or photo camera on the mobile phone. The passage from web to mobile phone is implemented without an annoying typing of SMS messages, using the simple pop up windows where the visitor can write his number.
In this way all the content like video spots and other multimedia elements that the classic media like press can not provide and other digital content form the web just a click away.
Web and mobile community
Digital communities allow to the media not only the environment for socializing and communication between users, but it is also an interesting source of UGC (user generated content) content. Due the big number of personal data the communities enables also the very precise profiling and a target oriented advertising. In this way they are getting more and more interesting for many brands that want a dialogue with the target group of youngsters. Kitio used already developed platform of the well known community iSPACE for the project, which is graphically and conceptually totally adapted and it offers beside the web version the mobile version also.
Mobile marketing
Mobile advertising in the Delo Revije portal net includes one of most effective forms of advertising today. Its key is a natural central position of the mobile phone and the personal contact with an individual. The information about the usage and user's habits are the key value for advertisers and advertising campaigns. Kitio here also offers the turnkey services that enable an immediate appearance on the market and inflow of income.
