Noves redaccions

11The Asahi Shimbun 2009 1

Digital Business Trendof Asahi Shimbun,Japan


Agenda Business of Japanese Media

Overview Asahi Shimbun Basic Facts Digital business of Asahi Shimbun Introduction of Asahi Mobile Services Trend and Issues Our Approaches Conclusion

Ｍａｋｏｔｏ　Ｏｔｓｕｋａ

Tall:181cm Married child:one boy( １２ years old) 1983~ 　　　　 journalist 1983~1988 local office + social sec. 1988~1989 Tehran

1989~1990 Warsaw 1992~1995 Vienna 1997~1999 Vienna 2007~ web section

The Asahi Shimbun 2008 3

44

JAPANpopulation:130M Area:378,000Km2Spainpopulation:43M Area:500,000Km2


55

Media in Japan

１１０　 Newspapers （６４ M Circulation per day ）

Population:130M １２７ TV stations Internet users 9 ０ M 　ｐｅｒｓｏｎｓ　（７５・３％　 of population)Mobile users 　１１０Ｍ

The Asahi Shimbun 20095

66

Point of newspaper media in Japan

Home delivery service 77,600 carriers(ex.Asahi)

3,000 delivery depots(ex.Asahi) 3,925yen(30euro) per month


77The Asahi Shimbun 2009

7

Asahi Basic Facts-1 Circulation

8M=Morning Edition4M=Evening EditionSecond-largest Newspaper in Japan

Five domestic publishing offices 300 local offices,35 foreign offices

About 5000 employees 　　　　　　　　　　　　


Asahi Basic Facts-2 Published since 1879 Business

Newspaper publishing Publishing magazines,

books, almanacs and other items, as well as other activities

Capital 5M Euro(650M YEN)

Annual Sales 3.0B Euro(400B YEN)

99

Ｄｉｆｆｉｃｕｌｔｙ to Media-1

The media companies facing to the difficulty under the influence of economic crises.

(in the past)High quality articles mean high reliability

High reliability created larger number of readers.

Ads were used to come to media together. Dicreasing the ads and circulations because of

the crises.


1010

Difficulty to Media-2

In case of Asahi Shimbun had deficit for 130 years history

for the first time

Breakthrough→Go to “Digital” because of no expense

for delivery


1111

Ad Price of Asahi Shimbun

Ad price of newspaper Asahi Shimbun

Full page 300,000 euroTV page 60,000 euro(B&H) 95,000 euro(color)


1212

Ad price of Asahi com Top super banner 15,000 euro( one week) Top rectangle 19,000 euro(one week) <4m imp guaranteed>*Low price in comparison with paperhttp://www.asahi.com


1313

Basic Facts Asahi Digital www.asahi.com ad(15M euro)

Data base contract (7.5M euro)

Mobile 　 Bill(7.5M euro)　　　　　　　　　　　　　　　　　 high

possibility



Introduction of Asahi Mobile Services 13 sites & Over Million subscribers

LOGO NAME Price/Month

Contents Main Function Start date

Asahi NikkanSports 1 USD General, Sports News, and Sports Result

Text, Photos, Mail Feb-99

Chiezo 1 USD Words Dictionary and Database service for Articles

Text Aug-01

Asahi Lifeline News 2 USD Emergency information Text, Mail Oct-02

CNN Mobile 3 USD Japanese & English CNN News Text, Mail Mar-02

Asahi Mobile Station 3 USD Streaming Video News for 3G Video, Text, Photo Jun-02

Nikkan Genino 2 USD Showbiz and entertainment news & info

Text, Photo Apr-03

World Baseball 2 USD MLB news & info Text, Photo Mar-03

Nikkan Keiba 2 USD Horseracing News Text, Photo Nov-01

Asahi Nikkan Melozo 1/3/5 USD Ring tones download Ring tone Dec-03

Nikkan Battle 2 USD K1,PRIDE,boxing,wrestling,smo-wresling news & info

Text, Photo Apr-04

Mobile Car Graphic 3 USD Motor News, Car Photos, Sound & Movie

Text, Photo, Video Dec-06

Asahi Otona no Hondana

3/5/10 USD

Electric book and comic Application for Book Reader

Aug-07

Asahi Nikkan Insight 2 USD Sports Column Text, Photo Nov-08


Basic Facts Asahi Digital-1 Digital Media Division

About 150 staffs(3%) Annual Sales 30M euro (1%)


Basic Ｆａｃｔｓ　 Asahi Digital-2

Internet(www.asahi.com) Data base Mobile service

1717

Contents of Asahi.com

Newspaper Asahi Shimbun 70~80% Original of Asahi.com 10~20% Outside 10%


大塚誠


Staff writer printCopy deskeditor

web Del.depot

reader

newspaperdigital

Flow of the news materials

19

Tokyo

Osaka

Seibu

nagoya

Tokyo HQTokyo HQ

Nagoya HQ

Seibu HQ

Osaka HQ Digital Edt. sec.

Upload

Upload onlyNo

coverage

10~20% original coverage

Staff writer

mobile

Tokyo

50~60%

50~60%

2020

Advantage

As business ad&bill

As journalistic way rapidness accuracy reliability


2121

Outline of asahi.com Page view per day(09 Sep) 9,651,388 Page view per month(09 Sep.) 289,541,645

*Unique User 9,656,799


2222

The model Pc web site ad model certification model　　　　　　　　　　　　 (free charged) bill model

Mobile service bill model


2323

Points of Japanese Mobile Phone call E-mail Internet(news,shopping,ec.) TV Music downloading Camera & Movie Digital purse Sports function



Japanese Mobile Business Overview-1

Main Mobile Operators & Share

NTT Docomo:55,186,500 （ 50.3 ％） KDDI: 31,232,700 （ 28.5 ％） Softbank: 21,316,900 （ 19.4 ％）TOTAL 109,633,800(Sep. 2009)

ARPU Ave. 53.2 USD(5322 YEN) ↓11 ％ Down


Japanese Mobile Business Overview-2 Content Service System on Mobile Phone

User Access(ex. Docomo imode)

Billing System• Charged including Phone Bill• About 10% Commission

• Asahi-Nikkansports Monthly Fee 1 USD• Docomo commission 9%=0.1 USD

1 iMenu

2 Message

3 Bookmark

4 iMode request

5 Flame Memo

6 Internet

1 My Menu

2 Menu/Search

3 Weekly Guide

4 Valuable Menu

5 Auction

6 iArea

Search

1 Weather

2 News

3 Business

4 Banking

6 iArea

1 Mainichi

2 Asahi

3 Nikkei

4 Sankei

5 Yomiuri

2626The Asahi Shiun 2009 26

Introduction of Asahi Mobile Services Brief History

Feb.1999 News site on Mobile Phone 　　　　　　　　“Asahi Nikkan Sports” (free) Jan.2000 start to charge Apr.2001 500,000 mobile Subscribers Aug.2002 1,000,000 mobile Subscribers

After 2004 Subscriber Number is decreasing slowly…


Introduction of Asahi Mobile Services Asahi-Nikkansports Subscribers

Asahi- Nikkansports Subscribers

0

200000

400000

600000

800000

1000000

1200000

2000

01

2000

04

2000

07

2000

10

2001

01

2001

04

2001

07

2001

10

2002

01

2002

04

2002

07

2002

10

2003

01

2003

04

2003

07

2003

10

2004

01

2004

04

2004

07

2004

10

2005

01

2005

04

2005

07

2005

10

2006

01

2006

04

2006

07

2006

10

2007

01

2007

04

2007

07

2007

10

2008

01

2008

04

2008

07

2008

10

Date

Num

ber

Subscribers

2000 2001 2002 2003 2004 2005 2006 2007 2008


Trend and Issues Smart Phone (iPhone)

High Functional and Expensive Major Market?

Decrease of Free Content Service World Economic Depression Review of Advertisement Business

Long Article Improvement of handset function Straight news -> review, interview, column, etc


Trend and Issues Charged Content Service by Mobile Operator

NTT Docomo : i-channel (2006)• Weather, News, Sports, Entertainment, etc• Monthly Charge : 3 USD• 16 M Subscribers

NTT Docomo : i-conceir (2008)• User Customized Info Service• Monthly Charge : 2 USD• 1 M Subscribers

SoftBank : Contents Pack (2009)• 3 USD : about 20 site• Low Price Strategy


Our Approaches Corporation with

Mobile Operators Partially provided

article with link

←1st Paragraph

←Link to Asahi-Nikkansports


Conclusion Competition of Digital Business is

really hard. Mobile Media is changing fast.

Advertisement Business is reviewed. Charged Content Service has chance?

Get User Traffic to control free and charge content.


Thank you If you have any question, please

contact with me by e-mail;

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