Mobile Centrum.cz – e-mail, news, weather, magazine and TV listings in mobile phones

The challenge

Major net-media house with 3.8 million users of its services in the Czech Republic decided to strategically confirm its presence in dramatically growing online media – the mobile Internet. The aim of its strategic concept was the design and implementation of key Internet services in mobile form and their mutual interlacing so the users can make the best of possibilities of mobile alternative within the situation and outdoor context, apart from point-to-point Internet connection. Business models of designed services needed to be simultaneously created in order to bring opportunities for generating new sources of income from the media in future.

The solution

We designed and implemented website services based on mobile Internet, including users’ interfaces for different categories of mobile phones, and we introduced tools for implementation of monetizing channels. We have also secured for Centrum Holdings the partnership with company Telefónica O2 Czech Republic, bringing to the users of mobile services of Centrum.cz its free use as the first ones without additional payments in the Czech Republic (10/2007). In this way the product and media support brought mass utilization of the mobile services of Centrum.cz.

The results

Six months project brought primacy in its category and related strategic hold of the mobile Internet market. Tens of thousands users work with the mobile services daily and hundreds of thousands every month (12/2009). Position of Centrum Holdings was considerably consolidated in comparison with the leading player of the Internet services market – Seznam.cz. Hundreds of thousands users have been intensively using the mobile content services (Aktuálně.cz, Žena.cz, sport etc.), communication services (Centrum.cz Multimail, Mail Atlas.cz) and community services (XChat or Fotoalba) for more than three years already. All mobile services are interlaced with editorial and advertising systems for ordering banner or context marketing campaigns with possibility of very detailed targeting on selected groups of users.