Emergic: Rajesh Jain's Blog

Emergic: Rajesh Jain's Blog header image 2

News and Content in a Digital World

August 3rd, 2008 · 42 Comments

On Friday (August 1), I was part of a panel at an event organized by afaqs – “The Future of News.” My panel’s topic was “Who will subsidise Digital Content?” Here is a gist of what spoke:

It’s not about subsidising but about monetisation: Thinking subsidies necessarily implies that the primary source of revenue is somewhere else. How can we look at the digital world independently and see how content can be monetised? On the Internet, the only revenue stream is advertising. My belief is that the mobile is where the big action and opportunities lie. On the mobile, one can create multiple monetisation streams – from not just advertisers, but also subscribers, merchants and enterprises. For this, creating a direct-to-consumer relationship is essential. In other words, content owners need to think of themselves as “VAS (Value-Added Services) Operators” [complementing the Voice Operators] in the mobile space.

Digital will be about M3 and N3: Content in the digital space needs to focus on Mobile, Mass and My (M3) and Now, New and Near (N3). The Mobile will be where we will get our news first – before any other medium. The sheer numbers make it the biggest Mass medium in India. We will also want “My” news and other content to be personalised – things we are interested in. We want to know about things Now – as they happen. We want to also be kept updated on the New stuff – the Naya Naya. We also want to know what’s happening Near us — in our neighbourhood. Putting all this together will create the foundation for the opportunities in the Digital space. The mobile can thus provide not just instant updates, but also offer a window into reach media services (images, audio and video).

First, Create a Right of Way: The first step towards moentisation involves creating services that touch people multiple times a day. On the Internet, Search has done this very effectively and thus created the foundation for companies like Google to take that attention and convert it into cash. On the mobile, I think it will be about SMS and Subscriptions. Use free, permission-based push services on SMS to create the right of way to consumers thus building a subscriber base and creating ‘Media on Mobile’, and then leverage that attention to creating multiple monetisation streams.

Become a VAS Operator: An operator has a direct-to-consumer relationship. In the mobile world, Voice operators have done phenomenally well in using voice as the anchor service to create additional revenue streams. But their focus is still not on VAS. What India needs (and can lead the world in) are VAS Operators. Besides the direct-to-consumer relationship [starting perhaps with SMS subscription services], VAS Operators have three additional characteristics: multiple services, multiple revenue streams, and alternate payment channels. The VAS Operator opportunity in India in the next three years is to reach 50 million subscribers, generating a monthly ARPU (average revenue per user) of Rs 50-100.

Mobile can be an excellent Youth Marketing Medium: Mobiles are increasingly the centre of our lives for communications and interactions for most of us. For Young India, it is even more so. In a world of fragmenting mainstream media attention, the mobile can become the magnet for reaching out to youth – because it is personal, and always available and always on. Digital content companies need to think of strategies to use all the mobile bearer channels (SMS, Voice and WAP) to reach out to the Youth.

MyToday provides a good case study: My company, Netcore Solutions, launched MyToday’s free SMS subscription services in October 2006. Since then, 3.6 million people have subscribed to an average of 3 channels each. MyToday sends out about 12 million SMS daily – about 4% of India’s SMS traffic. While SMS advertising is the first and most significant revenue stream, the Right of Way to the subscriber base is enabling us to create innovative new revenue streams in the form of Pull services (request-reply on SMS), Email2SMS, WAP traffic to our portal (mytoday.mobi), Lead Generation and as we set up alternate payment channels, Paid Channels and Transactions. News is one of our most popular services – reaching nearly 1.5 million, twice daily.

Summary: The Digital world of Internet and Mobile offer rich opportunities because of their inherently interactive nature. What news media and digital content companies need to do is to start thinking of them as platforms in their own right, rather than simply as extensions of print or TV (which starts implying subsidisation). By building a right of way to subscribers, they can create many more monetisation streams than just advertising. The game has just begun!

Tags: Uncategorized

42 responses so far ↓

  • 1 Rajesh Jain: How to Monetize Digital Media in India | Gauravonomics Blog // Aug 3, 2008 at 10:54 am

    […] miss my posts on marketing, technology and social media.Veteran Indian entrepreneur Rajesh Jain on why mobile will be the key to monetize digital media in India – Content in the digital space needs to focus on Mobile, Mass and My (M3) and Now, New and […]

  • 2 Girish // Aug 4, 2008 at 11:06 am

    The biggest fear in developed markets is that the mobile is moving the internet way, where almost everything is free. Esp. in markets with 3G and most users having advanced handsets, this is already starting to happen. The video download & pay per view revenues have started stagnating and will very soon start shirnking. So all content owners are trying to make as much revenue as possible in the short term, but in the medium term there is no market for paid content on the mobile as everything is slowing turning free.

    Yes, India is a still has some way to go. And yes, we will have multiple markets in the same country, so the top 10 million customers will be similar to the European market, but a huge chunk of market will still continue to consume SMS based and other paid content.

  • 3 my essay help // Apr 3, 2018 at 2:33 pm

    On the Internet, the only revenue stream is advertising. My belief is that the mobile is where the big action and opportunities lie. On the mobile, one can create multiple monetisation streams – from not just advertisers, but also subscribers, merchants and enterprises.

  • 4 All Assignment help review // May 28, 2018 at 4:56 pm

    A superior all assignment Help review offered by this website with the advantage of online support with high proficiency level based on its latest research and information by professional reviews writers. Wide ranges of subjects are covered with separate writers for each subject.

  • 5 Finance Project Assignment Help // Jun 12, 2018 at 8:52 am

    I Appreciate This Work Amazing Post For Us I Like It.

  • 6 Finance Project AAssignment Help | HomeworkAustralia.comssignment Help // Jun 12, 2018 at 10:23 am

    Things Are Very Open And Intensely Clear Explanation Of Issues. Was Truly Information. Your Website Is Very Beneficial.

  • 7 Cheap dissertation writing services // Dec 24, 2018 at 4:12 pm

    This is really attention-grabbing, you are a very professional blogger. I have joined your feed and look forward to searching for more of your excellent post. Additionally, I have shared your website in my social networks

  • 8 Best Research Paper Writing Services // May 30, 2019 at 2:47 pm

    So all content material owners are looking to make as a good deal revenue as viable in the short term, however, in the medium time period, there may be no marketplace for paid content on the cell as the whole lot is slowing turning to lose. On the internet, the most effective revenue stream is advertising and marketing. https://idealthesis.com/write-my-research-paper/

  • 9 dissertation writing services // Jun 27, 2019 at 9:33 am

    Content is so important to your overall marketing strategy: It educates your audience to make smarter purchasing decisions. You can fuel content with SEO, helping you attract more leads through search engines. Content can be shared to enhance your social media strategy

  • 10 Write my uk assignment // Jul 31, 2019 at 7:20 pm

    The digital world means inter connected through digital devices, media or we can say digital marketing services that are available to everyone day in and day out. It is the world full of ideas, opinions, learning and opportunities.

  • 11 Naveed // Aug 26, 2019 at 8:09 pm

    Thank you very much for this great post.
    venta de banderas publicitarias

  • 12 Naveed // Sep 2, 2019 at 8:32 pm

    No doubt this is an excellent post I got a lot of knowledge after reading good luck. Theme of blog is excellent there is almost everything to read, Brilliant post.
    buy instant instagram likes

  • 13 Naveed // Sep 7, 2019 at 6:39 pm

    Super-Duper site! I am Loving it!! Will come back again, Im taking your feed also, Thanks.
    hampton bay

  • 14 Naveed // Sep 11, 2019 at 6:56 pm

    I found that site very usefull and this survey is very cirious, I ‘ ve never seen a blog that demand a survey for this actions, very curious…
    koe mexico

  • 15 Naveed // Sep 12, 2019 at 7:36 pm

    I really appreciate this wonderful post that you have provided for us. I assure this would be beneficial for most of the people.
    monodosis ESE

  • 16 Naveed // Sep 12, 2019 at 7:59 pm

    Very interesting blog. Alot of blogs I see these days don’t really provide anything that I’m interested in, but I’m most definately interested in this one. Just thought that I would post and let you know.
    acero estructural

  • 17 Naveed // Sep 12, 2019 at 8:52 pm

    This article gives the light in which we can observe the reality. This is very nice one and gives indepth information. Thanks for this nice article.
    seaquarium punta cana

  • 18 Naveed // Sep 13, 2019 at 7:58 pm

    Admiring the time and effort you put into your blog and detailed information you offer!..
    cursos de ingles escuelas

  • 19 Naveed // Sep 14, 2019 at 7:11 pm

    Please continue this great work and I look forward to more of your awesome blog posts.
    Como organizar una boda

  • 20 Naveed // Sep 15, 2019 at 5:10 pm

    I have a hard time describing my thoughts on content, but I really felt I should here. Your article is really great. I like the way you wrote this information.
    volquete zona norte

  • 21 Naveed // Sep 15, 2019 at 8:19 pm

    Positive site, where did u come up with the information on this posting? I’m pleased I discovered it though, ill be checking back soon to find out what additional posts you include.
    Desarollo de apps mexico

  • 22 Naveed // Sep 15, 2019 at 8:22 pm

    This is very educational content and written well for a change. It’s nice to see that some people still understand how to write a quality post!
    Desarollo de apps mexico

  • 23 Naveed // Sep 16, 2019 at 5:53 pm

    Its a great pleasure reading your post.Its full of information I am looking for and I love to post a comment that “The content of your post is awesome” Great work.
    crear aplicaciones para android

  • 24 Naveed // Sep 17, 2019 at 4:39 pm

    Excellent article. Very interesting to read. I really love to read such a nice article. Thanks! keep rocking.
    Sponsored post

  • 25 Naveed // Sep 17, 2019 at 7:59 pm

    Great post, and great website. Thanks for the information!
    curso de trading

  • 26 Naveed // Sep 18, 2019 at 5:01 pm

    Thank you so much for sharing this great blog.Very inspiring and helpful too.Hope you continue to share more of your ideas.I will definitely love to read.
    Fobias simples

  • 27 Naveed // Sep 18, 2019 at 8:40 pm

    I recently found many useful information in your website especially this blog page. Among the lots of comments on your articles. Thanks for sharing.
    API whatsapp business software CRM

  • 28 Naveed // Sep 19, 2019 at 9:07 pm

    Some truly wonderful work on behalf of the owner of this internet site , perfectly great articles .
    Massage Services

  • 29 Naveed // Sep 24, 2019 at 5:07 pm

    Thankyou for this wondrous post, I am glad I observed this website on yahoo.

  • 30 Naveed // Sep 29, 2019 at 2:45 pm

    thanks for this usefull article, waiting for this article like this again.
    excursions in Punta Cana

  • 31 RajputSahab // Oct 1, 2019 at 8:11 pm

    Your article has piqued a lot of positive interest. I can see why since you have done such a good job of making it interesting. Carpet Cleaning Fayetteville

  • 32 Naveed // Oct 3, 2019 at 8:59 pm

    Some truly wonderful work on behalf of the owner of this internet site , perfectly great articles .

  • 33 asimseo // Oct 5, 2019 at 2:09 pm

    These are some great tools that i definitely use for SEO work. This is a great list to use in the future..
    best moving companies Richmond VA

  • 34 asimseo // Oct 5, 2019 at 5:45 pm

    This is a brilliant blog! I’m very happy with the comments!..
    Airport Service

  • 35 Naveed // Oct 7, 2019 at 7:10 pm

    Your work is very good and I appreciate you and hopping for some more informative posts. Thank you for sharing great information to us.

  • 36 asimseo // Oct 9, 2019 at 10:57 am

    This is a great post. I like this topic.This site has lots of advantage.I found many interesting things from this site. It helps me in many ways.Thanks for posting this again.

  • 37 asimseo // Oct 11, 2019 at 5:34 pm

    Thanks so much for sharing this awesome info! I am looking forward to see more postsby you!

  • 38 Naveed // Oct 13, 2019 at 4:13 pm

    Really a great addition. I have read this marvelous post. Thanks for sharing information about it. I really like that. Thanks so lot for your convene.

  • 39 Naveed // Oct 14, 2019 at 10:22 pm

    This is a great article thanks for sharing this informative information. I will visit your blog regularly for some latest post. I will visit your blog regularly for Some latest post.

  • 40 Naveed // Oct 16, 2019 at 10:00 pm

    Nice to read your article! I am looking forward to sharing your adventures and experiences.
    dạy makeup cá nhân

  • 41 Naveed // Oct 17, 2019 at 9:06 pm

    Thanks for the blog post buddy! Keep them coming…
    live train status

  • 42 sameer // Oct 17, 2019 at 9:59 pm

    This content is written very well. Your use of formatting when making your points makes your observations very clear and easy to understand. Thank you.
    track 1 and 2 dumps with pin

Leave a Comment