Sponsored by

Mobile Marketing Handbook Series

contents

1. Introduction

2. Discovery

3. Apps vs Mobile websites

4. Location Based Services putting mobile

advertising on the map

5. Commerce - mobile vouchering and crediting

6. Commerce - mobile payment types

7. Mobile customer relationship management

8. Directory

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contents

to the customer experienceintroduction

Advertising on mobile phones? Whatever next!

Ever spent more than a few hours away from your mobile phone? Like losing an arm isn’t it? Mobile phones have an increasingly significant place in almost every aspect of a consumer’s life. Occupying a place throughout the whole customer experience, mobile acts like a remote control to the consumer’s life – from entertainment to communication and most vitally for advertisers, spending money and shopping!

By Alex Kozloff, Mobile Manager, IAB

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To really absorb the consumer experience mobile should be embraced at each stage of the purchase funnel, starting at building awareness right through to retention. At the IAB we have recently carried out research in an effort to understand the role mobile plays throughout the purchase funnel. We surveyed 1,039 UK mobile phone users alongside a qualitative dip of four friendship pairs.

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the UK. This includes checking out prices, looking for more information, or where to buy a product. Consumers are also increasingly bringing mobile into the purchase process due to the ease and convenience mobile offers. Indeed 42% of UK mobile users confirm that they use their mobile for researching and buying because quite simply, it’s the easiest way.

In the UK 43% of consumers carry out transactions via their mobile to pay for products or services, spending up to a not so shoddy average of £14.50 per transaction. The process doesn’t need to end there. Mobile continues to play an integral part of the shopping experience with 12.6m people in the UK choosing to use their mobile to keep updated on a purchase. Mobile really can be expanded on as part of a customer retention strategy.

By responding to customer’s usage of mobile from research to purchase to retention, advertisers have a wealth of new opportunities. This handbook sponsored by Orange will offer guidance on how best to utilise mobile in order to engage with consumers throughout the purchase funnel. With more research, tips and practical ‘how to’ advice we aim to show you how to really allow consumers to experience your brand on mobile, so you don’t miss out.

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The results show the true benefit of using mobile to engage consumers and the ever increasing presence of mobile. Truly emphasising how mobile can benefit your brand.

A whopping 43% of the mobile population currently use their mobile to research products they are interested in, that’s 19m people with mobiles in the UK. This includes checking out prices, looking for more information, or where to buy a product.

26.5m (59%) UK mobile phone owners access mobile media

19.3m (43%) UK mobile phone owners access mobile media

19.3m (43%) UK mobile phone owners use their mobile to transact (straight to bill or via credit cards/bank details)

12.6m (28%) UK mobile phone owners use their mobile to keep updated on a purchase

consideration

action

retention

awareness

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DISCOVERYWe’ve already seen why brands should be taking the mobile channel seriously to engage with their target audiences. So what are the next steps in developing a mobile strategy?

The first area to think about is your target audience and where they’re currently going to be in a mobile context. Broadly speaking, the market today is divided up into Smartphones (like iPhone, Android and Palm) and the simpler feature phones, which are cheaper and more prevalent.

Apart from raw computing power, Smartphones tend to be owned by more affluent audiences and so make a good focus for brands with this targeting criteria. As importantly though, Smartphone owners have proven consistently that they will use their mobiles for more than just voice and sms and, in particular, are power users when it comes to surfing the mobile web and downloading and using Apps.

By Russell Buckley, Mobile Evangelist,Google Inc

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From a marketing point of view, Smartphones also offer much richer possibilities in the type and quality of engagement that you can initiate. Rich media, such as graphics, video and other special ad formats have been developed for Smartphones and are proven to drive higher interaction rates.

If this type of audience sounds like one that you’re looking for, you may want to stop there and focus on the Smartphone as your mobile strategy. However, many brands have a much wider target audience and may wish to be more all-embracing in their approach to mobile. A great example of this is Kraft, who have a stated strategy of “no mobile left behind” and develop campaigns on that basis, which includes everything from sms up to and including their latest iPad App.

If you do decide to include feature phones in your marketing, factor into your forecasting that while this route offers larger volumes of potential inventory, response and engagement rates are often lower for display advertising.

The next chapter explores developing mobile web sites and Apps in more detail. However, developing a mobile website is usually the minimum requirement and has the advantage that it can be accessed by both Smartphone and feature phone audiences. Apps can then be developed tactically on more popular platforms, such as Android and iPhone, to drive better engagement experiences.

Once the tools of engagement have been built, the marketer needs to think about how to encourage discovery of them. Perhaps not surprisingly, the best way of promoting a mobile property is on another mobile property. Yes, by all means experiment with other media, but it’s almost guaranteed that mobile will lead to the lowest waste and most cost-effective results.

If you’re thinking about promoting a mobile website, there are two main tools available for promotion. The first is optimising the mobile site for search so that it gets discovered organically when customers are specifically trying to find your brand. If the brand already has a close relationship via other media channels, this is going to drive traffic in its own right.

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However, there is also a strong case for paid-promotion via display advertising, as well as mobile search keywords.

As far as Apps are concerned, the key generators of discovery are getting excellent user rankings, achieving a high rating in the App charts or being lucky enough to appear as a special feature in one of the App marketplaces.

It might seem that there’s not much you can do to avoid the “curse of the one star” ranking, apart from doing your very best to achieve excellence in the first place. However, various companies offer special pre-testing services among potential users to make sure your App shines on launch.

But once you have a highly rated App, how do you make sure it gets a high chart place? The secret here is to allocate a relatively small budget to a short “burst” ad campaign run within other companies’ Apps. This has consistently proven to catapult an App up the charts, until it’s safe to stop spending. At that point, the App will start to enjoy volume organic downloads, which will maintain its position over time.

Getting your properties discovered is one of the greatest challenges in mobile today. But judicious use of the available tools will ensure that you maximise reach in this emerging channel.

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APPS VS MOBILE

By Ed Laws, Director of Mobile,

Yahoo!

websites

THREE

In this chapter we’ll look at some of the key criteria that a brand should consider when developing their mobile product strategy.

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The debate around Apps versus mobile web sites has been a long standing talking point. There is a growing consensus that both are relevant, but that a high quality mobile website should be at the core of any publishers mobile internet strategy.

The mobile internet has reached a critical scale hence it is important for publishers to have a clear strategy in place given users and customers are increasingly using mobile devices and tablets to access information, interact with social networks, explore and transact.

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Discoverability

Apps:

• App stores represent a key channel and starting point of discoverability for a publishers’ mobile product offering.

• In addition to Apple (250,000 Apps in-store) and Android (80,000), OEMs and operators are now introducing their own Apps stores. This proliferation of Apps and App stores can make it challenging for publishers to get exposure and drive downloads, especially for Apps not achieving a high in-store ranking or ‘featured’ status.

• Another consideration when interpreting the hype around Apps is that the most downloaded App category by a clear margin is games rather than mobile internet services (Nielsen Mobile Applications Playbook, Q2 2010).

Mobile Web:

• Mobile search drives significant volumes of traffic to mobile websites and efforts developing SEO on the desktop will have a cross over benefit for the mobile website.

• Mobile websites capture traffic from users who prefer to ‘type-in’ the site URL – it is important to have a re-direct in place to render the mobile website and not simply link to the desktop site.

Functionality

Apps:

• Provide the most rich, immersive mobile internet user experience with the ability to integrate native functions of the device – accelerometer, GPS, camera etc.

• Offer a great way to exhibit a product or service in a new light, create a buzz around a specific event and showcase the latest innovations on the mobile internet.

• Services requiring regular quick access are well suited to the utilities of an App - e.g. weather, stock quotes and email have worked well for Yahoo!

• However the need to build and update for different operating systems – e.g. iOS, Android, Symbian, can be costly and resource consuming.

Building Engaging Apps And Mobile Websites

What devices and operating systems?

• Mobile internet traffic on Smartphones is split : iOS (34%), Symbian (31%), RIM (19%) and Android (7%) (Comscore, Jun 2010). An underlying trend is that Android OS is on a very fast growth curve and shipping at higher volumes than iOS.

• A large proportion of users (~70%), are not yet using a Smartphone so publishers should still consider offering a product that will render effectively on low end devices.

Content & Functionality • Mobile internet is not just about snacking but is increasingly the

preferred way to access the internet at various times of the day.

• Mobile internet users expect a desktop like experience on mobile therefore content on mobile should have comparable depth, relevance and branding.

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Yahoo! Mobile web

Mobile Web:

• With HTML5 / CSS3 browser experiences are now very rich and, compared to Apps, the need to re-develop for different operating systems is much reduced.

• A rich mobile internet experience can easily be achieved on a mobile website and the trend is for more sophisticated mobile websites to also integrate native device functionalities.

User preferences

• Yahoo! research indicated most users (55%) do not have a preference between Apps and mobile websites - of those indicating a preference, 33% opted for the mobile website and just 12% for Apps. (Appetite, Yahoo March 2010).

• Users indicate that a more important factor is the quality of the experience and that a brand will be blamed for a poor product.

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• Integrating native device features such as location, barcodes, camera and such can take the internet experience to new levels on the mobile.

Yahoo! Apps gallery

User Acquisition And Engagement

Apps:

• Free Apps download at much higher volumes than premium, so question the need to charge.

• Apps should be indexed appropriately in the relevant categories in the App Store to enable maximum discoverability.

• Apps should have a clear purpose and utility – just releasing a plethora of Apps for the sake of being in the game might confuse the market and users might end up giving them all a miss.

• One flagship App might stand a better chance of achieving a high ranking in the store than many fragmented App offerings.

General:

• Mobile websites should be set up to benefit from existing desktop SEO.

• Mobile should be promoted across existing owned and operated media such as PC, TV, Print etc – mobilizing existing users and customers is low hanging fruit for a publisher seeking to grow its mobile audience.

• Marketing campaigns should integrate mobile by default – “get it on your mobile”.

• Co-marketing efforts with operators and OEMs can get exposure beyond your existing user base.

• Content should be kept relevant, refreshed and in sync with information available on other media.

Conclusion

• Many publishers have started their mobile internet strategy launching an App which is a relatively quick and easy way to get a presence in the mobile internet space. However a surprising number of publishers do not have a mobile web site and it is highly recommended that this should be given consideration.

• Apps offer the opportunity for publishers to innovate and experiment, introduce new products and services, use native device features and work well for services requiring frequent fast access. However in most cases they will not constitute a successful mobile internet strategy but rather support one.

Yahoo! As An Example

• Yahoo! introduced a basic WAP site in the UK 8 years ago which then evolved considerably in getting to today’s full featured html version. Yahoo!’s core PC verticals have been ‘mobilized’ and optimised to 8 different internally defined classes of device. The mobile website is complimented with a variety of Apps that utilize the native features

of the device eg the Yahoo! iPhone Flickr App allows quick and easy upload of a photo from the device photo gallery to a user’s Flickr account and our Instant Messenger App enables voice and video calls using the 3G data network and WiFi.

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putting mobile advertising on the mapLocation Based ServicesFOUR

ByJenni Jones, Marketing Director, NAVTEQ Media Solutions

A Location-Based Service (LBS) is any service which uses a mobile consumer’s current location, obtained from the mobile device or entered by the user, to provide a service to that individual. Examples are mapping, local search, navigation, friend finders (social networking), and enterprise resource management. Location-based advertising can also be considered an LBS, though it is usually implemented as a part of a more general consumer LBS service and not standalone.

Location Based Services (LBS) are becoming an integral part of mobile phone applications and services for 5 key reasons.

• Advancements in mobile infrastructure - 21% of mobile users have subscriptions to 3G services worldwide. This will reach over 43% by 2014.*

• Increase in Smartphone usage - Juniper Research believes that in 2009 approx 16% of mobile devices sold worldwide were Smartphones. By 2014 this is likely to be around 26%.**

• Increase in mobile internet usage - Juniper Research estimates that in 2009 25% of global mobile subscribers accessed the mobile internet. By 2014 this will have reached nearly 44%.**

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• Increase in GPS enabled phones - According to Juniper Research, in 2009, some 40% of Smartphone shipments were models with GPS and this will increase through to 2014 by which time GPS will virtually be a standard Smartphone feature in many markets.***

• Consumer interest - LBS applications are among those most desired, and most used, by consumers.

LBS is evolving from being driven mainly by standalone services like MapQuest, Google Maps and Ovi Maps, to becoming an integral part of other mobile services such as social networking (e.g. Four Square, Facebook Places, and Twitter). At the same time, device location is accessible within Smartphone browsers as well as for native apps. Both factors are greatly extending the reach of LBS in the consumer market, and leading to innovation in monetisation models, as well as increased awareness of location privacy.

Location Based Advertising (LBA) is one of the key innovations, and it is emerging as a key way in which LBS applications are monetised. LBA uses the geographic location of the user to select and deliver locally relevant advertising content. For merchants who depend on physical store visits for their livelihood, such local relevance is critical. ABI Research predicts that aggregate spending for the geo-targeted portion of mobile ad campaigns will grow from $43 million this year to $1.9 billion at the end of 2015. In addition, LBA is viewed positively by consumers, because it complements LBS and provides useful local information, including coupons and other incentives. In fact, according to research conducted by MRSI, NAVTEQ Media Solutions has seen the following results for their location enabled campaigns.

• On average, 19% of people who recall seeing a specific ad reported clicking through for information on nearby locations.

• Up to 6% of navigation device users visit a business location because of seeing a advertisement on their navigation device.

Consumers are interested in LBA because the ads actually provide relevant and actionable information, e.g. enabling a single click-to-route to get directions to the advertiser’s nearby store. Research conducted by MRSI concluded that, “72% of consumers find the ads to be acceptable on their navigation devices”.

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Businesses whose marketing objective is to increase awareness of, and traffic to, their store locations, should seriously consider including LBA in their marketing mix. LBA campaigns may require some additional upfront work – for example, compiling an accurate list of store locations - but the results can be both direct and measurable. Providing an enticement for the consumer, in the form of a promotion or coupon, is also highly recommended and has been shown to increase campaign response rates and consumer satisfaction.

*emarketer.com (source Morgan Stanley based

on Ovum, “Internet Trends”, June 7, 2010)

**juniper research “Mobile Location Based

Services”, March 2010

mobile vouchering and creditingCOMMERCE

By David Fieldhouse,

Strategy Director, Lucidity Mobile

Mobile vouchering has promised much over the years but delivered little. The situation has now changed and brands can seamlessly enable the delivery, redemption and reporting of mobile vouchers in-store or via the web. This opens up a lucrative new revenue stream and footfall driver for brands. Below are four key areas to consider when approaching mobile vouchering.

SMSSMS (short message service) is the most ubiquitous form of mobile media. SMS is available to all consumers regardless of device and can be a good way of generating scale for an advertiser. Brands can distribute unique codes via SMS and prompt consumers to go in-store or input the code on a web page to redeem an offer or discount. Consumers can text to a shortcode (Text OFFER to 67777 for example) to receive a unique code from the brand or you can distribute via SMS media partners such as Orange and O2.

FIVE

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Sales assistants can input the unique codes at the point of sale or the offer can be released on a secure web page. By using unique codes and secure redemption mechanics all consumer interactions can be monitored and tracked. If the offer is not unique to individuals you can also prompt consumers to forward their texts to a friend thus creating a viral effect. However it is not possible to track forwarded texts.

Barcodes Brands can send barcodes down to web enabled mobile devices which can be scanned in-store to release an offer. The easiest way to do this is via SMS as above however consumers then click on a link within the SMS to display the code. Codes can have a shelf life (i.e be deleted when the offer is over) and can also be updated and changed in real time.

Consumers are then able to go in-store and show the barcode to the retailer which is then scanned in the normal way. An important point to note is that not all retailer scanners can read mobile phone screens – additional equipment may be required although this is easy to install.

ApplicationsThe rise of applications has been well documented and now apps which host location-aware vouchers are available for advertisers. Voucher Cloud and Local Sale Finder are the leading mobile voucher companies currently. Consumers download a Smartphone App to view all the discounts available in their local area. Advertisers can distribute their offers via the platform and consumers just show their mobile voucher to the retailer to redeem.

Large retailers are also seeing the CRM potential of voucher apps. Subway and Tesco now have mobile loyalty cards which can be scanned at the point of purchase. This means they can also send timely and relevant offers to consumers based on their shopping habits.

Operator CreditingOperators have a unique billing relationship with consumers. This means that consumers can purchase goods and services across the mobile internet in just a few clicks and be billed directly by their mobile provider. (Mobile operators do however take up to 35% for this service). Operators are also able to add “vouchers” to mobile phone bills as in the case on the next page. Consumers can text unique codes in order to receive extra credit on their bills.

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mobile payment typesCOMMERCE

By Julie Fairclough,

Trade Marketing Manager,

Everything Everywhere

I was rather happy recently to discover a fascinating article on the subject of Captology – the study of changing people’s attitudes and behaviours through computing technology (PDAs, mobile etc). In it, Dr. BJ Fogg, stated that mobile is the single most persuasive technology in influencing user behaviour.

The reason is very simple – it’s available anywhere, any time and in a contextual manner. And no technology is as powerful as one which catches the customer at the ‘purchase point’, and provides a simple solution to do so.

mCommerce is big business! According to Portio research, the European mCommerce market was worth $24.9 billion in 2009, with this is set to grow by almost 500% to $147.1 billion by 2014*.

With the number of users this isn’t that surprising. A recent IAB study said 51% of people in the UK alone have engaged in mCommerce, with 37% having billed something directly to their phone and 27% have used a credit / debit card, paypal or straight to bank**.

Despite this, just 8% of retailers questioned had a transactional site or application**.

SIX

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It seems crazy to me that customers are accustomed to transacting on mobile yet most of the major retailers are playing catch up.

Having said that, retailers are now catching on with 41% stating they intend to have a transactional site or app in the next year**. John Lewis and ASOS launched their sites in October, and you can be sure lots of others will be following suit.

So, what products can be used to allow customers to buy things via mobile.

On-bill;

These are payments which are charged straight to your mobile using products such as Payforit and premium messaging. Payforit is a payment service developed by the UK operators to allow customers to purchase low cost items via their mobile phone, without the need for a credit card or even a bank account.

A great example of this was from Pot Noodle, who ran an on-pack sales promotion, the ‘Fork Me’ campaign, which gave customers the chance to win a twisty fork. What’s clever is Unilever capitalised on the appetite of customers who didn’t win by offering an immediate route to purchase the fork for £3.99 via Payforit.

In 2009, the Red Nose Day appeal used premium SMS shortcodes, set at a £1 and £5 price point, allowing viewers to donate to the appeal directly from their mobile phone. In total, these shortcodes received 4.75 million donations, raising £7.8 million.

The clever part was they were able to offer a simple ‘donation’ solution, just after the point it had been promoted (particuarly just after the celebrity Kilimanjaro climb screening).

The recently launched Mobile Exposure 2010 study showed there was demand from mobile media users interested in specific vertical markets to buy products under £10 using the mobile phone. These verticals included beauty (53%), travel (45%) and soft drinks (64%)***.

Off-bill;

These are payments which use the mobile as the access point but not the payment mechanism, or simply where customers enter credit / debit card numbers into a transactional website or app. Those retailers who have already jumped into this method have really seen the benefits.

Between February and April this year, the ‘Ocado on the go’ application launch, took over £15 million in grocery transactions, and the app is now used in approximately 6% of orders****. And Marks and Spencers’ mobile website allows all users with internet enabled phones to purchase the full product range. It has seen over 1.2 million visitors and taken over 13,000 orders.

So quite simply, mCommerce works as it gives users a simple route to buy stuff at the point they are ready. Those companies who are using mobile now are already reaping the benefits, and I for one will be very excited to see more and more doing exactly the same over the next year.

* Portio Research, Mobile Payment 2010 – 2014

** IAB / IMRG / AIME Mcommerce study, Oct 2010

*** Mobile Exposure 2010, Orange Advertising Network, Oct 2010

**** Internet Retailing, April 2010

Have a mobile marketing or mCommerce question? Text name and email EEQ to 83300 and we’ll call you back. It’s free.

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relationship management Mobile CUSTOMER

By Alex Moir, General Manager

Europe, OpenMarket

Agencies, brands, retailers, enterprises and merchants are increasingly using mobile to promote their products directly to consumers and gain invaluable feedback which shapes their marketing and sales programmes. Businesses across all industry sectors have started to make mobile messaging an integral part of their communications strategy, building relationships and engaging customers in more meaningful ways as consumers’ needs and behaviour patterns evolve around the mobile lifestyle. It is fundamentally important that businesses seizing the opportunities mobile offers continue to gain access to innovative, evolutionary and above all, reliable services from companies in the mobile industry.

Mobile CRM is no different to traditional CRM except for the fact that people are now more ‘mobile enabled’. This means the way we collect data about customers and the way we deliver sales and marketing messages to them has to be thought about in the mobile context so that they remain relevant, meet individual interests and help drive sales revenues.

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An example of this concept is a sales promotion and CRM campaign OpenMarket has run over the past two summers on behalf of mobile marketing agency Sponge and Coca-Cola. The promotion utilised SMS to help drive sales of three soft drinks giant’s brands, while simultaneously engaging and rewarding loyal customers with monetary credit to their PAYG or contract phone accounts. The promotion also helped to build a valuable mobile database of a key market demographic for Coca Cola: 16-24 year olds.

The “Every Pack Gets 50p” Gimme Credit promotion was featured on bottles and cans of Fanta, Dr Pepper and Sprite, as well as on special cups sold in Cineworld and Vue cinemas across the UK. The promotions offered a unique code with every purchase that could be redeemed by submission to an SMS short code or via an online portal in return for monetary mobile phone credit to both pre pay and contract customers.

OpenMarket is also working with mobile agencies like Rapide that has built a customer engagement platform which gathers information from travellers on National Express trains, providing insightful feedback via SMS. Once the feedback has been provided it gets analysed using a Sentiment Engine that analyses comments by looking for sentiment and provides a score (1-5). It then places the comments into multi-categories based on what the customer is saying. The Engine also identifies actions; these are immediately sent to a relevant person at National Express who acts on them right-away.

Sprite, Fanta & Dr Pepper.

Mobile crediting is also ideal for applying mobile refunds, potentially saving the significant overhead of generating and sending cheques. It doesn’t stop there though - the potential of crediting is as far reaching and dramatic as mobile payments, from innovative new marketing campaigns through to game-play rewards. The facility allows customers to add money to practically any mobile phone account for competition prizes and incentives for mobile gaming too.

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The National Express Rant & Rave service immediately responds to the customer by SMS, letting them know how the train operator will solve any reported problem or thanking them for their positive comments. National Express promotes Rant & Rave by fixing a sticker at either end of their carriages.

It is clear that there are big CRM opportunities in mobile messaging for brands and retailers. However, many have not started doing anything yet on the basis that they either do not know how to go about it, or it’s just not sexy enough for them in a mobile world dominated by iPhone apps. Given the ubiquity of text messaging, however, and the fact that the majority of brands are yet to embrace it, the reality is that mobile messaging is going to be with us as a marketing and CRM tool for a long time to come.

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DirectoryAdMob /GoogleMatt Brocklehurstbrocklehurst@google.com

AdfonicPaul Childsinfo@adfonic.com

Amobee Media Systems Inc.Salem LassouedSalem@amobee.com

Blismobile MediaGreg Isbistergreg@blismobile.com

Candyspace MediaNick Shadbolt0208 141 0008

comScore, Inc.Jeremy Coppjcopp@comscore.com

Everything Everywhere (Orange and T-Mobile)Julie FaircloughJulie.fairclough@everythingeverywhere.com

Evolution Mobile PlatformCourtney Andersoncourtney.a@empuk.net

ExperianAlex Kuhnelalex.kuhnel@uk.experian.com

Google UK LtdMike Schipperschipper@google.com

Grapple MobileAlistair Crane / Amy Shannonhello@grapplemobile.com

IncentivatedJason Crossjasonc@incentivated.com

Lucidity MobileDavid Fieldhousedavidf@luciditymobile.com

ExperianAlex Kuhnelalex.kuhnel@uk.experian.com

GoogleMichael Schipperschipper@google.com

IncentivatedRobert Thurnerrobert@incentivated.com

InMobiRob Jonas020 7470 7475

Lucidity MobileDavid Fieldhousedavidf@luciditymobile.com

MediaCom Peter Fyfe Peter.Fyfe@mediacom.com

MediamindUK Sales Teamuksales@mediamind.com

Microsoft AdvertisingPaul Lyonette palyonet@microsoft.com

millennialmediaGavin Stirratgstirrat@millennialmedia.com

MobiAD NewsJim Cookjimcook@mobiadnews.com

Mobile Commerce LtdSteve Pagealex.moir@openmarket.com

MoMac LimitedChris Hanagec.hanage@momac.net

MovementClive Baker clive@movementlondon.com

NAVTEQ Media SolutionsMandeep Masonmandeep.mason@navteq.com

O2 MediaShaun GregoryShaun.Gregory@o2.com

OMDAlex NewmanAlex.Newman@OMDuk.com

On Device Research Alistair Hill020 3239 2598

OpenMarketAlex Moir0845 6667778 option 2

Rapid Mobile Ltd.Shankar Bhadurishankar.bhaduri@rapid-mobile.com

Sky MediaMike Newcombemike.newcombe@bskyb.com

Somo AgencyAndrew Frenchandrew@somoagency.com

ThreeJoanna Judgejoanna.judge@three.co.uk

TigerSpikeNic Newman020 7802 8005

Yahoo!John Tigg 020 7131 1691

YOCOli Roxburgholi.roxburgh@yoc.com

Yodel DigitalJustyn Lucasjustyn@yodeldigital.com

For more information on mobile please contact the IAB or any of our members.

Jon Mew, head of mobile, IABjon@iabuk.net, 0207 050 6969

With thanks to our sponsor

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