How could the OTHER media’s clients use mobile (lecture 8)
Written by: Jonathan Briggs
April 9, 2005 [3898 views]
You should by now have started to prepare your case study for use in the exam. To help you I thought it would be useful to consider how some of the OTHER media’s clients could make effective use of mobile technology. Some, such as the ECB, already do while others are considering the possibilities. Here are some of the clients that we can consider:
- Zoological Society for London (London Zoo) www.zsl.org.uk
- England and Wales Cricket Board www.ecb.co.uk
- Abbey Box Office www.abbeyboxoffice.co.uk
- Delia Smith www.deliaonline.co.uk
- Bright Journals www.brightjournals.com
Before we look at each of the clients we should remind ourselves of some of the key criteria for using mobile information systems
- Do we want to deliver information that is needed immediately?
- Does the customer want to access our information immediately while they are travelling or away from their PC?
- Do we want to target information or services according to location or geography?
- Can we select customers who will be receptive and respond to the messages we send or the services we offer?
- Do the audience have terminals (mobile phones/PDAs) that can receive the messages we want to send?
- Is there a business model that will deliver greater value for the client than the cost of implementation?
How do each of the clients make money online and offline?
Zoological Society for London (London Zoo) London Zoo
- Ticket revenue
- Sponsorship, membership, donation and adoption schemes
- Retail revenue
- Cutting process costs
England and Wales Cricket Board ECB
- Ticket sales
- Retail revenue including branded merchandise
- Hospitality
- Commercial sponsorship
- TV, mobile and Internet rights
- Advertising
Abbey Box Office Abbey Theatre Tickets
- Ticket sales
- Wimbledon tickets
- Cutting selling costs
Delia Smith Delia's site
- Book sales
- Syndication of content
- E-commerce commission
- Advertising revenues
- Sponsorship opportunities
Bright Journals E-mentoring from the Brightside Trust
- Funded by HEFC’s “Aim Higher” programme
- Could syndicate content
- Could licence software
You need to think about which of these revenue streams could be improved by using mobile services. Are there any other new revenue streams that could be created? Here are some possible opportunities. Which of them do you think would be successful?
Zoological Society for London (London Zoo) Could London Zoo use mobile?
- Mobile version of the site already developed
- Use mobile alerts to tell visitors who come into the area about the zoo (or Whipsnade) and offer them a discount on entry
- Exclusive ringtones and logos
- Use mobile alerts to tell locally registered visitors about special events and opportunities (Free entry if you come in the next 2 hours)
- Updates on animal events
- Video clips for those who sponsor an animal
- Mobile version of ticketing online
- Tickets or coupons sent to mobile phone
- Chat with a keeper
- Information displays (Bluetooth) available as you walk round the Zoo
- Intranet functionality to enhance/replace existing radio communication with staff
England and Wales Cricket Board How would a mobile version of ECB be different?
- Mobile version of the site already developed
- Ticket purchase
- Notification of special events and breaking news
- Special offers
- Ball by ball scores (needs an applet)
- Competitions
- Event notification for those in the local area
- WiFi/Bluetooth information within the Venue
- Games
Abbey Box Office Could theatre tickets be sold via a mobile device?
- Alerting of special offers
- Account holder ticket purchase
- E-ticketing to the device
Delia Smith Mobile recipes?
- Already syndicating content to Vodafone Live (payment per access)
- Competitions
- Send shopping list (ingredients) to phone
- In store recipes and special offers via in-trolley terminals (if partner supermarket wanted to do it)
Bright Journals Improved e-mentoring with mobile?
- Already using SMS to alert when e-mentoring partner asks question or posts an entry
- Mobile version of the site would allow posting on the move
- Alerting for co-ordinators and moderators
- Posting of camera-phone images (although moderation would be essential for child protection)
Issues to think about?
- What technologies would you use for each of these applications
- How would you integrate the mobile services with the existing online and offline information systems?
- What sort of pricing/charging model would you use for each component?
- Which of the above proposals do you think would be most successful?
What do you think?
