The Sun newspaper

The goals

Sell a wide choice of Sun branded content from a mobile portal that's under the newspaper's control
Develop a direct, interactive relationship with its readers on mobile across all networks
Build awareness of The Sun brand in the youth market who feel more comfortable with mobile
Expand reach and capitalize on traffic from the US and Canada visiting Sun online website
Innovate by taking content from magazine and re-purpose for mobile
Determine the success of campaigns with detailed analysis tools

The solution

News International, publishers of The Sun newspaper, signed up to the Bango Pro package (now called Bango Payment World) to gain all the advanced features of the Bango Service. Bango provides the services to ensure easy access to Sun branded content, collection of micro-payments, detailed tracking of user spending patterns and the tools for peer-to-peer viral marketing.

News International is marketing the mobile site, developed by Blue Star Mobile, to its 9 million Sun newspaper readers and to the 3 million people who access the Sun Online website. Fast, easy access to the mobile service was provided by Bango via two different methods – Bango Web Trigger and Bango Txt Trigger.

The results

Sun Mobile is accessible to users anywhere in the world who can choose to pay for content on their phone bill, using their credit or debit card or by other methods using Bango technology. Bango enables users in over 130 countries to experience the smooth, browse and buy easy payment experience that they get from their operator portal.

The Sun highlights that their mobile service is not a subscription service so consumers don't need to worry about any hidden charges. Using the Bango Free Txt Trigger, people can text to receive a link to the mobile site, without any charge. They only pay for content once they have browsed and selected an item they want to buy.

"The Sun and News of the World continue to have a strong presence across all publishing platforms which gives us direct and interactive engagement with our customers. With Bango's help our mobile platform has created a new and fast growing revenue stream. News Group recognizes the importance of extending its brands into the wireless market and is embracing the growth in mobile internet access and customer transactions, whilst expanding audience reach."
Andrew Bagguley, Head of Mobile Strategy at News Group Digital, News Group Newspapers Ltd

50% of traffic for Sun Online comes from the US and Canada. "Bango's ability to provide easy access from these countries and collect payment from them, whatever network they choose, will enable us to capitalize on the cross-fertilization between the web and mobile channels", added Ashley.

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