Egmont is investing in mobile integration

With an annual turnover of NOK 13bn, Egmont is unquestionably Scandinavia’s largest media group. Despite the economic crisis, the group is well in the black, and one of Egmont’s successful initiatives is its investment in the mobile market.

Egmont comprises several different divisions that include: Magazines, Kids Media, Books, Nordisk Film and TV2 Group. Every day the group sells in excess of 600,000 magazines, 200,000 books and 16,000 cinema tickets – and Egmont’s customers are increasingly prone to buying their products via SMS:

“We are experiencing a marked increase in interest in mobile media on the part of our customers. Our mobile products have proved extremely successful and one of the greatest strengths is that we are able to control mobile investment at group level. This means that we achieve optimal knowledge sharing between the different business areas,” says Cathrine Adams, Nordic Mobile Manager at Egmont.

Closer to customers
Unwire has supplied the technical system that has made Egmont’s numerous mobile solutions possible. Among other things, the systems enable Egmont’s customers to order subscriptions via their mobile phone, watch film trailers from their mobile browser and read their favourite magazines on their mobile phone regardless of their physical location. According to Cathrine Adams, these flexible options offer numerous advantages:

“There is no doubt that our mobile investment strategy brings us closer to our customers. This also means that our magazines, books and films are read and seen by more people. An added advantage is that our mobile activities enable us to measure the success of our different business initiatives. It is a tremendously useful tool.”

More future investments
Egmont subscribes to all of Unwire’s mobile platforms. Thus the group always has access to the latest versions of mobile products developed by Unwire. This means, for example, that Egmont’s mobile Internet pages are always shown so that the content best matches the user’s mobile phone platform. According to Cathrine Adams, the company’s investment in mobile media is a clear investment in the future:

“The mobile area is without a doubt one that Egmont will continue to invest in. In the future we will strive to be an innovative group, and mobile products give us numerous business development options and the ability to forge closer ties with customers.”