Summary:

This is perhaps the most exciting piece of revelation that came out of the IFRA conference. Sydsvenska Dagbladet, the fourth largest newspap…

This is perhaps the most exciting piece of revelation that came out of the IFRA conference. Sydsvenska Dagbladet, the fourth largest newspaper in Sweden (and the dominant newspaper in southern Sweden), has developed a new content delivery platform it calls “Instant News”. It is not really groundbreaking in terms of technology, but it is on terms of the usage it is trying to promote. The company is branding it as the “Where It’s At” Concept, or at least the Swedish language version of it.

Notes from the session by Peter Mayerhofer, business development head for the online version: We have to give people what they want, when they want it, where they want, and however they want it. We developed a product called “Instant News”, based totally on instant delivery of news, but on user’s conditions. The concept of push, cropping up again, in a sense. We working with SMS, IM and e-mail. IM can be used to deliver instant news wtih follow up links.

Here’s how they are testing it: Time based factoring of news: A user decides, when i’m online, send me breaking news through IM. Between 4 pm and 10 pm (after office and before I go to sleep), send me news on my mobile through SMS, and after that till I am online again in the morning, send the news through e-mail. The service is subscription based, and easy to integrate with payment systems and with the universal ID/logon system, if you have one for your site….

Results from the tests we made: large interest in information through the IM client. SMS has been very popular.

The instant news platform enables personalized WAP pages for users, has built in MMS capabilities, can be used to build communities. Charging consumers: haven’t decided yet, but lower for print subscribers, about 3 euros a month. We charge user for SMS on top of the subscription fee, about 4 [Euro] cents for an SMS.

The coverage of this trip is sponsored by Yaga.

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