2 page Case Study - Posted 9/21/2009
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Publishing Firm Improves User Experience, Increases Revenue with Mapping Solution
Finland-based publishing company Sanoma News wanted to incorporate interactive mapping into its Web sites to provide users with a rich and informative online experience. It built three solutions based on Bing™ Maps for Enterprise mapping technology where users can search local news stories, explore a local directory, and post travel advice. Consumer response has been enthusiastic, boosting the number of visitors to the site and generating additional revenue.
Business Needs
Sanoma News is one of the leading newspaper publishing companies in Finland. Based in Helsinki, it prints the country’s highest-selling subscription-based daily newspaper, the Helsingin Sanomat. In addition, it publishes other national and regional newspapers, their affiliated supplements, and online editions. It also provides online services such as local directories and travel advice. Sanoma News is part of Sanoma Group, a large media group that operates in 20 countries across Europe.
Sanoma News has always been forward thinking in its deployment of business technology to enhance its print publications and Web offerings. One of its most recent innovations is an online mapping application that consumers can use to find local points of interest and companies in the Helsinki region.
Lassi Kurkijärvi, Business Development Manager, Sanoma News, says: “Our research suggested that users wanted a search service that could show the physical locations of businesses such as restaurants or plumbers, rather than providing a long list of addresses. To satisfy this need, we worked with a local partner to build a mapping solution into our Web site.”
However, the technology used to create the initial application was unable to offer a sophisticated Web tool. Lassi says: “The technology wasn’t as advanced as we’d hoped. The application programming interface didn’t support many features we wanted to integrate, which meant, for example, users couldn’t browse all search results on the map at once.”
Sanoma planned to use integrated mapping in other areas of the business and wanted to redevelop the application to increase its performance and functions. Lassi says: “To give consumers a completely immersive experience, we decided to use the mapping tools to show locations of news stories as well as a travel service based on user-generated content.”
Solution
In January 2008, Sanoma News evaluated a range of integrated mapping technologies from different providers. After careful consideration, the organisation decided to implement Bing Maps for Enterprise mapping technology. Lassi says: “We explored several options, but Microsoft quickly stood out as the best option for us. Its Bing Maps for Enterprise solution can be used to display a lot more data than our previous tool and the quality of its imagery is very high.”
The company developed three separate services using Bing Maps for Enterprise. These comprise:
- Oma kaupunki—a local search directory, which includes the details and locations of local points of interest, businesses, and events in the Helsinki region. Users can also augment the directory by adding, rating, and reviewing their favourite locations.
- Oma maailma—a travel information service that is reliant on user-generated content. Customers in Finland can create their own accounts and share their travel experiences, advice, and photos on the map. This service alone has more than 30,000 unique visitors a week.
- News maps—embedded in the organisation’s live news Web site, this solution displays the location and details of all the major current stories in the Helsinki region. News maps at the main news Web site of Helsingin Sanomat show visitors where a specific event is taking place.
As well as providing its visitors with an improved online experience, Sanoma News considered Bing Maps for Enterprise as an attractive business opportunity. Lassi says: “We can place advertisements on each of the maps. We have already signed up R-Kioski, the largest convenience store chain in Finland, giving us an additional source of revenue.”
Sanoma News is working towards implementation of a mobile offering. Lassi says: “We want our users to be able to look at our map applications from wherever they are. So far, we have been impressed with the range of options available for mobile devices and expect to begin prototyping later this year.”
Benefits
By deploying Bing Maps for Enterprise, Sanoma News can not only be more creative in the way it presents its information, but it has also generated extra revenue. The company has experienced an increase in unique visits to each of its Web sites and user feedback has been very positive. Lassi says: “Interactive mapping with Bing Maps for Enterprise has created a whole new experience for our customers that keeps them engaged and wanting more.”
- Boosts user satisfaction. The three services provide users with seamless and immersive experiences. They can browse detailed 3D depictions of locations without being interrupted by performance issues such as low definition and jumping screens.
- Generates additional revenue stream. Sanoma News can place advertisements on its interactive maps, which is providing a new source of revenue.
- Enhances quality and quantity of information. Bing Maps for Enterprise can incorporate a large amount of information into its maps, helping Sanoma News show as much information as it wants. Image quality has also been standardised worldwide so users can zoom in to a high level of detail from anywhere in the world.
- Increases unique Web visits. Since deploying the solution, the organisation has experienced a rise in the number of people accessing its Web sites.
- Provides better technical support. Microsoft technicians work in close collaboration with the company’s IT department to resolve issues quickly. This reduces the possibility of downtime, which could potentially deter site visits.
For More Information
For further information about Microsoft products and services, please visit
www.microsoft.com/uk
or call 0870 60 10 100*
For hearing impaired customers with a Minicom, contact: 0870 50 30 400*
*Lines are open 8am–6pm, Monday to Friday. Please note, numbers prefixed 0870 will be charged at national call rates. For details of national call rate charges, please contact your telecommunications provider.
This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY. Document published September 2009.
