This document discusses mobile news services provided by Chinese newspaper groups. It uses the case study of Yunnan Daily Press Group to examine the development of value-added SMS services in China. Yunnan Daily Press Group launched a mobile news joint venture in 2002 with Yunnan Mobile that leveraged the newspaper's existing content. However, the service initially faced issues with unethical billing practices that undermined user trust. Over time, regulations and technological improvements helped address these problems and new opportunities emerged for multimedia mobile content delivery through 3G networks.

1. Mobile News in Chinese Newspaper Groups A Case Study of Yunnan Daily Press Group Juanyi Yang 3349259 Wenwan Tan 3354269

2. OUTLINE OVERVIEW History Situation VALUE-ADDED SMS SERVICE IN CHINA Problems Solutions CASE STUDY OF YUNNAN DAILY PRESS GROUP Why Effects Problems MOBILE SERVICES Problems Opportunities

5. 1992：The first SMS message——"Merry Christmas“

6. 1993：The initial success of SMS messaging services in Norway and UK

7. 1999: SMS messaging usage took off

9. 2000: “Monternet Plan”

10. 2002: SMS was said to “save” the Chinese Internet

11. 2000-2007: Chinese value-added SMS

14. Volume of messages

16. SMS USE IN CHINA

17. VALUE-ADDED SMS SERVICE IN CHINA Question: How does value-added SMS service work? Mobile telecommunication companies authorize a range of service providers (SPs) to deliver value-added services content by way of SMS to users.

18. VALUE-ADDED SMS SERVICE IN CHINA Service Brand China Mobile – Monternet China Unicom – Uni-info Contents News; Stock; Multimedia Download; Chatting etc.

19. PROBLEMS WITH THE MOBILE VALUE-ADDED SERVICES MARKET IN CHINA Lack management experience and governance rules for service providers （SPs） Illegal charges How Do They Charge fees? tell charge SPs calculate the fee mobile communications companies subscribers Problem: Introducing additional fees without notice; Subscribers find it’s hard to cancel the services; Texting users directly, charging fees without mobile carrier Etc

21. New Information Management Platform (MISC)

24. 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 Yunan Mobile products.

26. PROBLEMS WITH MOBILE SERVICES Unethical business practices until 2005 Poor management, lack of regulation Uninvited messages, inability to cancel Illegal billing practices

27. WHAT’S THE PROBLEM? Initial problem of technological limitations 70 Chinese characters per SMS message 2-5 messages per day Requires tight editing

29. REFERENCE Cheng, L and Bruns, A 2009, ‘Mobile News in Chinese Newspaper Groups: A Case Study’, in G Goggin and L Hjorth (eds) Mobile Technology: From Telecommunications to Media, London: Routledge, 186-200. (R) Levinson, P. 2004, Cellphone: The story of the world’s most mobile medium and how it has transformed everything. New York: Palgrave Macmillan. History of SMS Messaging: http://www.clearsms.com/blog/2008/3/5/history-of-sms-messaging.html Ministry of Information Industry of the PRC： http://www.mii.gov.cn/col/col166/index.htm Mobile SMS Implementation Technologies and Value-added Services: http://www.docin.com/p-47706951.html ChinaDaily Mobile News: http://www.chinadaily.com.cn/mobile/ SMG partners with Shanghai Unicom for mobile TV service: http://www.cn-c114.net/576/a287317.html Mobile value-added report： http://www.iresearch.com.cn/html/wireless_service/more_free.html.