Daran, dass das Internet in Zukunft immer mobiler wird, hat wohl kaum jemand Zweifel: Anstatt am Rechner werden Nachrichten und Infos in den nächsten Jahren mehr und mehr über mobile Geräte konsumiert. Den Anfang hat Apple mit dem iPhone gemacht und google zieht mit dem Android Betriebssystem nach; auch wenn google mit dem Nexus One wohl nicht wie erhofft punktet.
Nur von den Verlagen ist bisher noch nicht viel zu sehen. Es gibt zwar Versuche, spezielle Apps anzubieten (wie z.B. von Bild, Welt und der Sueddeutschen) aber die meisten beschränken sich leider darauf, die Internetinhalte 1:1 mobil zur Verfügung zu stellen. Das größte Potenzial wird von den Meisten verschenkt: die lokale und geortete Nachricht. Gerade übers Handy wünsche ich mir Nachrichten aus meinem direkten Umfeld. Die Nachricht, dass zwei Straßen weiter ein Haus brennt, bekommt auf einem mobilen Gerät plötzlich einen höheren Stellenwert als der Bombenanschlag im Irak.
google bringt neue lokale Werbung
Es sind in dem Zusammenhang mal wieder die Jungs von google, die vielleicht ganz neue Impulse in den Markt bringen. In den USA läuft gerade ein Testlauf mit einer Hand voll Kunden, bei denen lokale Werbung auf mobile Geräte eingeblendet wird (GPS-Ortung sei Dank). Die Kunden können über einen Klick auf die Anzeige direkt bei dem Anbieter anrufen. Gezahlt wird google-typisch: Der Werbekunde zahlt nur für die Kunden, die ihn auch angerufen haben. Die Werbung an sich ist kostenlos.
Genau wie bei den Inhalten, wird über mobile Geräte auch eine andere Art von Werbung interessant. Mobil will ich nicht wissen, was Vodafone gerade für eine nationale Kampagne hat. Mobil will ich wissen, ob ein Laden um die Ecke vielleicht zufällig Schlussverkauf hat, oder was es beim Italiener als Mittagsangebot gibt und über welche Nummer ich den Tisch reservieren kann.
Im Lokalen haben Verlage ihre Stärken
Das eigentlich Verrückte ist aber: das Lokale ist nicht googles Revier. Im Lokalen sitzen Verlage oft seit zig Jahren und haben mehr und schnellere Informationen über ihr direktes Umfeld als jede Suchmaschine der Welt. Diese Stärke zu nutzen, wird die Aufgabe der kommenden Jahre. Das mobile Internet bietet hier ganz neue Möglichkeiten für zielgerichtete Informationen, Veranstaltungstipps und natürlich auch für Werbung.
Verschenken werden Verlage diese Stärke aber, wenn sie nach wie vor bis zum nächsten Tag warten, bis sie ihr Wissen in gedruckter Form an den Leser weitergeben. Und verschenkt wird das Potential auch, wenn lediglich die Inhalte der Printausgabe 1:1 ins Online-Angebot wandern und irgendwann am Ende auf dem Handy landen.
Hier mal noch eine ganz interessante Präsentation, was uns im mobilen Markt der nächsten Jahre erwartet:
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- Das geht App!!! – ein bisschen zumindest Das klingt schon mal gar nicht so schlecht: 100.000 App-Downloads im ersten Monat. Wie sich die 100.000 Downloads auf Bild und Welt verteilen, will Axel Springer allerdings lieber nicht verraten. Ich gehe ja mal ganz...
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