Göteborg: DN is going mobile - a status report

61st World Newspaper Congress
15th World Editors Forum
Digital Media Round Table
Johan Brandt - Director of Mobile, Dagens Nyheter, Sweden

Last year Dagens Nyheter, DN, launched a mobile designed for the DN-company. The mobile site is getting more and more complete, but Johan Brandt wants it to become it's own, not a replica to the web site. "We should not take the web and squeeze it into the mobile. That's very important I think." It's also important to get to the mobile-site by just one click. "Many people weren't aware that they could reach news my the mobile internet." But Johan Brandt don't think people know what they are paying for - what is a megabyte? "It's very important with flat free mobile browsing. The costs have to be predictable when searching for news by the mobile."

To show the users the way to DN's site, bookmarks were factory-installed in the Nokia´s N82. And to make the mobile site useful to the users DN made their popular guide to Stockholm in a mobile style with user-generated content (give your own view of the restaurant etc.).
 
Johan Brandt says the mobile is a social media - contacts, pictures, friends, chat and so on. The media company involves things as ratings to let the user give instant feedback, and give place for the users to share their opinions in the form of comments. "If we don't do this the users will go somewhere else. People want to be involved!"

You, as a media company, must find a way to get paid - but still get "free" content to users. DN uses banners, premium services, revenue sharing and sponsorships, but as a user you don't pay anything exept to the telecom company.

Johan Brandt also wants a standardisation of the techniques used in mobile telephones.

A man from Finland asked about the deal with Nokia. Johan Brantd couldn't talk about the details, but is happy with the deal.