Bild positions itself as virtual operator and gains users

摘要

"The oligopolistic structure of the mobile telecommunications market makes it difficult to reach the user with any content offering," says Tanja Hack-ner, BILDmobil project manager. "Each and every mobile network operator has its portal, and users have to perform several operations to access our website from their telephones."rnThis has led the popular German daily to choose to offer a prepaid card that facilitates cost-rnand obstacle-free access to its portal. Convinced of the cost transparency of data transfer, Bild customers have increased the paper's average web usage by nearly 25 percent. Hackner offers more details about this use: "Mobile users are more interested in the contents and services we offer than in-rnternauts using landlines. The average visit time (60 seconds per page and eight-plus minutes per visit) pleasantly surprised us at first. The most popular sections are the ones devoted to news, sports and entertainment, followed by services such as the weather forecast and television programming."