Issue 27 • MAR 2012

Mobile ad spend doubles in 2011, as brands invest in display ads around apps

advertising on mobile devices rocketed by 157% in 2011, to a new high of £203.2 million, accord-ing to the annual IAB and PwC mobile advertising spend study, sparked by a boom in smartphone and tablet ownership, apps, second screening and cheaper data.

With smartphone ownership standing at 53% of the UK population, the proliferation of touchscreen technology, 3G, and soaring tablet sales have sparked a surge in interest from brands, especially in the Retail and Consumer Goods (FMCG) sectors, says the study.

The rapid take up of apps and social media, fuelled in part by cheaper data tariffs, has created a new genera-tion of “dual” and “triple screeners” – 51% of Britons now watch TV while surfing the internet using tablets, phones or laptops.

In response, advertisers are creating ever more engaging and interactive rich media ads – turning to apps, video and new formats to engage and enhance the mobile experience.

Mainstream advertisers are now taking a larger share of spend with Technology, Retail and FMCG performing particularly well.

Advertisers have recognised the rise of apps, with 54% of display advertising now on apps; while 46% of display advertising spend is on browser inventory. Display advertis-ing on mobiles more than doubled year on year, increasing by 186% to £68.9 million (£28.1million in 2010) and a market share of 34% (34% in 2010). In 2008 display advertis-ing on mobiles was worth £14.2 million, so the format has risen fivefold in three years.

As the medium matures, growth has been driven largely by standard display formats, such as banners and text links, which were up 196% to £59.4 million. However, the category including SMS and MMS advertising grew by 241% to £7.6 million (£2.5 million in 2010). Mobile video advertising (pre / post-roll) increased rapidly to £0.8 million (£0.2 million in 2010) as brand advertisers invest in new rich media formats.

Mobile search was up 145% to £134.3 million (£54.9 million in 2010) and a market share of 66% (66% in 2010). In 2008, search was worth £14.4 million, so has grown by nearly tenfold in three years.

Although only launched in 2010, tablets are now an everyday device with more than 4.1 million Britons owning one. As a consequence, the IAB has measured tablet-specific advertising for the first time and found that £2.4 million was spent in 2011.

Jon Mew, director of mobile and operations at the IAB, explains: “This study proves just how engrained mobile has become within both brands’ and consumers’ day to day lives. With 26 million smartphone owners now in the UK – the opportunities for brands to interact with consumers in a more innovative and relevant way are endless. So it’s no surprise to see mobile advertising continuing to grow at such an overwhelming and encouraging rate.’’

Anna Bartz, strategy manager at PwC, adds: “Mobile advertising is gaining momentum - with growing opportunities to target consumers with a range of innovative formats, on the web and in mobile applications. The rapid adoption of smartphones and tablets means mobile is offering a compelling new way for brands and advertisers across all sectors to reach people, making it an increasingly powerful platform in multi-media strategies.”

THIS MONTH...News The latest news from the industry, along with analysis of what that news means, including:• Eurovision Song Contest uses InternetQ for voting 3• Paddy Power mobile app a winner at Chelternham 3• Applicaster boosts multiscreen TV viewing with new platform 5• PayPal launches mobile payments reader for merchants 5• mopay launches multi country repeat billing for content 6• Goober Network uses mVoIP to roll out chat services and IM 7• Mail and Telegraph most read articles on Google+ 8• 1 in 10 consumers to pay bills on mobile by 2016, claims Juniper 8• Snapp! Social networking app works indoors 9• News app now matches content to user’s mood 9

Analysis EdItoRIAl Sport and Telemedia a winner Paul Skeldon looks at how Matt Le Tis-sier is backing the tie up between sport and telemedia 11AdVERtISING Getting Personal Dan Watson from SAY Media looks at how to make mobile advertising really personal 12oPERAtoRS Brands and Superbrands John Strand explains how Google, Microsoft, Apple and Facebook really impact network operators 13

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NEWSEurovision Song Contest and Fox select InternetQ Mobi-Dialogue for voting technology

Paddy Power wins at Cheltenham with mobile campaign

internetq, one of the leading pro-viders of mobile marketing and digital entertainment solutions, has signed deals with the renowned Eurovision Song Contest (ESC), Fox TV in Turkey and the Russian Universiad World University Games campaign, to provide seam-less televoting using its Mobi-Dialogue platform.

Watched by over 100 million people, the 57th edition of the ESC, which is beamed out of Baku, Azerbaijan, this year, is big business – especially when it comes to tracking votes for the 42 coun-tries lined up for a Pan-European sing-a-long-a-thon. Using legacy telephony kit to collate votes for the famed Eurovision leaderboard is no longer a viable option. That’s why digame, the company tasked with coordinating pan-European votes by ESC producer, the European Broad-cast Union (EBU), selected InternetQ’s Mobi-Dialogue platform to securely, reli-ably, and speedily manage the televot-ing for Greece.

Using Mobi-Dialogue, Euro-viewers will send their vote to a five digit short-code across relevant carriers including Vodafone and Cosmote. Once the view-ers have sent the number of the country for which want to vote, InternetQ’s plat-form will track the vast amount of data through SMS traffic in minutes to make sure all televotes get processed correctly.

The technology is so cost-effective, fast and stable that InternetQ has already signed other deals to use Mobi-Dialogue for other televoting solutions.

From 1 March 2012, InternetQ will hold the exclusive rights to the Turk-ish division of Fox TV’s interactive mobile services. That will include vot-ing, content downloading and more, via multiple channels such as IVR and SMS. The interactive mobile services will be promoted during Fox TV air time ad slots and will create a new revenue stream for Fox TV and offer viewers a more interactive experi-ence.

Mobi-Dialogue will also be rolled out in Russia for the 2013 World University Games in Kazan. Dubbed the Universiad Cam-paign, InternetQ was selected to provide a comprehensive mobile marketing campaign across Rus-sian mobile carriers including MTS, Beeline, and Megaphone. Using Mobi-Dialogue allows the Universiad campaign to build enough buzz and excitement using strategically aligned mobile marketing rather than televoting.

The campaign will include website creation, games to keep users engaged, added content like wallpapers, SMS noti-fications, and trivia competitions to keep users coming back. Fans will also be able to text keywords to a particular short code and qualify to win a selection of great prizes and InternetQ will support allocated charity projects.

“Mobi-Dialogue is an entirely scalable and modular technology that can be

per-sonalized so customers can use it for anything from televoting to tracking analytics and monetized metrics for mobile marketing campaigns,” said Konstantinos Korletis, CEO at InternetQ.

He added: “Once Eurovison, Fox TV and Universiad saw how cost-effective, reliable and secure the Mobi-Dialogue platform was, they knew that it was the perfect solution.”

somo and paddy Power have raced to victory in their bid to win over the crowds at Cheltenham racecourse with the Paddy Power Sportsbook iPhone app. On day two of The Festival the app was in 9th position. Within 24 hours it was up at 4th place in the com-petitive Sports category.

Cheltenham visitors are some of the biggest fans of horse racing, so a mobile app is the perfect companion for the outdoor event. But there is a huge increase in the number of apps fighting

for people’s attention during such occa-sions, making competition more intense for brands looking to get the coveted top spots. Using Somo’s mobile market-ing expertise and unique proprietary forecasting tools, the team hit the goal set by Paddy Power.

Carl Uminski, Chief Operating Officer at Somo, said: “We went out believing we could nail this and the team hasn’t disap-pointed. In such a fast-paced environ-ment, we have to make quick decisions, but also the right decisions. Using our

technology and understanding, that’s exactly what we did. Somo and Paddy Power both raised a glass to toast Chel-tenham’s successes.’

Johnny Devitt, Display Manager at Paddy Power, said: “We know that mo-bile has to be part of the marketing mix so that we’re everywhere our customers are. Cheltenham is one of the biggest events on the racing calendar and it is important to get this period of market-ing activity correct. We gave Somo a difficult task and they delivered.”

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NEWSApplicaster boosts prime time TV viewer habits through cross media applicationsapplicaster, a cutting-edge provider of broadcast solutions for authoring, production and delivery of multi-screen experiences, is reporting for the second MIP running on actual usage results from among its popula-tion of over 4 million active viewers, showing how the adept integration of cross media into the programming lifecycle is able to impact and leverage changing mobile lifestyles. Utilization of Applicaster’s technologies has been shown to increase primetime viewing by 24% from an average of 45 minutes to 56 minutes through the use of com-panion screens resulting in a respective increased exposure to advertising.

Applicaster has been empowering world-leading formats, broadcasters, cable and mobile operators for the past 3 years, helping them bring drifting eyeballs back to the prime screen with innovative mobile solutions including real-time experience management, SAAS-based server platforms and flex-ible mobile applications supporting all business models and even working with limited/no internet connectivity.

“Over 35% of our TV viewership has downloaded our multi-screen applica-

tion for use in the 2012 season and one in five of our viewers has become actively involved in the program every week,” said Liat Sternthal, Director of New Media, The Voice Israel. “Actual TV viewing increased with broadcast ratings exceeding 40 %, almost 10 points higher than comparable broadcast at the same time slot prior to using cross-media. We believe this is as a result of our totally integrating new me-dia into our planning of the entire season. We identified each stage of the brand’s evolution: Pre-season engagement ramp-up, real-time broadcast synchronized experiences, constant notifications keep-ing viewers in-tune, unique activities in-between shows, and, no less important, caring for the longevity of the impact by priming the national audience for next season. The direct relationship built with our viewers, the new opportunities we were able to present to our advertisers, and the overall buzz around the program has been amazing.”

The company’s analytics clearly outline the impact of multi-screen inte-grated programming:• 25% of those viewing the program played the Blind Audition & Duel games, Lip Singing, voted or took a poll

• 10% of the viewers utilized applica-tions to vote, with peak usage as a result of push notification• Substantial increase in advertisers us-ing lead screens, banners, live stream-ing and VOD overlays and web redirects• Viewing of live channel increased 30% as a result of synchronized activities• 28% of those viewing the program shared the experience with their friends via social media or email.

“Cross media is not about simply broadcasting on all screens,” said Jonathan Laor, CEO, Applicaster. “Most recent studies have shown that 86% of smartphone and tablet users use their mobile device while watching TV. It’s a mind-boggling realization. I think that technology providers should not be preaching the ‘death of the linear-TV living room experience’. The New TV era is about creating programming which holistically and simultaneously utilizes different screens at different times and locations to create a ‘content-craze’: ex-cited and highly stimulated consumers that stay involved much longer through an all-day engagement hype. These consumers ultimately deliver greater profitability for a broadcaster.”

PayPal launches rival mobile payment service to Squarepaypal has launched a mobile payments service that turns smartphones into credit card readers.The service, dubbed PayPal Here, puts the company in competition with Square, the mobile payments ecosystem launched by Twitter founder Jack Dorsey.

Square posted revenues of $4billon last year and is installed in New York taxi cabs.

PayPal Here allows merchants, from retailers to builders, to accept payments wherever they are by swiping credit cards on an attachment that plugs into a smart-phone’s headphone jack. It means they do not need to install costly terminals to accept payments other than cash.

The company will take 2.7% per transac-tion, slightly less than Square’s 2.75% charge.

PayPal Here will initially launch for Ap-ple and Android smartphones in the US, Canada, Hong Kong and Australia next

month and will then roll out to the rest of the world.

The company claims PayPal Here is supe-rior to other mobile payment solutions such as NFC terminals and app payment systems because it includes “world-class” fraud management capabilities and 24-hour customer support. Consum-ers have raised concerns about the security levels of other payment ecosytems.

David Marcus, PayPal’s vice president of mobile, says: “Helping small businesses grow and accept payments has been in PayPal’s DNA since its inception 14 years ago. We’ve heard small businesses loud and clear. They don’t want to miss sales opportunities because they can’t accept the payment type that their customers want to use. They want quick access to their money,

a reliable card reader, and one transparent, low fee to process these payments.”

PayPal revenues accounted for nearly 37% of owner company eBay’s revenues in the last quarter of 2011. Revenue grew 28% year on year to $1.2billion.

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NEWSmopay first to introduce multi country recurring billing option for digital contentmopay, a global leader in innovative payment solutions for online merchants, has added an extended recurring billing feature to its global mobile payments platform. With this new billing option, mopay provides online merchants who offer subscription-based services and content to consumers with a new, easy-to-use payment capability.

The new feature enables consumers to subscribe to a variety of different services from magazines to movies to online inter-active games. Utilizing mopay’s onetime purchasing process feature, users will be automatically billed in daily, weekly or monthly cycles without further interac-tion needed. The new capability will be aggressively rolled out across the majority of mopay’s connected countries within the next 12 months.

mopay clients from various industries have already implemented the new bill-ing option. Longtime client Bigpoint, one of the largest online game developers

and publishers worldwide, offers its users special bonuses and premium features that can be ordered via mopay’s recurring billing option, giving the gamers an edge in the online battle.

The new feature has resonated espe-cially well with online dating companies, enabling users to subscribe to features that make their profiles standout in order to make new friends more easily.

Online merchants utilizing the mopay recurring billing capabilities are able to offer regular subscriptions as well as trial or sample subscriptions, the latter being temporary subscriptions automatically terminating after a defined period of time.

Subscribing to services via mopay brings the convenient mopay purchasing process for single payments to a broad spectrum of recurring billing scenarios. At check-out, consumers enter their mobile phone number, receive a PIN via SMS and enter that PIN online to complete the

purchase process. Unlike mopay’s single payment process, instead of authorizing a one-time payment, the consumer triggers a recurring payment which he is informed of both on the site’s check-out page and the payment window itself.

The subscription fee will automatically be billed to the mobile phone account at the start of a new cycle without the consumer having to go through another payment process.

“mopay’s recurring billing option opens up a new avenue for online merchants to combine their offers with an easy-to-use payment method while simultaneously expanding global reach,” said Ingo Lip-pert, CEO of MindMatics AG, the operator of mopay. “As online content continues to grow, so does consumer demand; thus it behooves online merchants to offer their customers convenient, safe and fast pay-ment solutions that make the purchase process easy, resulting in more completed transactions.”

NEWSGoober Networks uses mVoIP to create an all-in-one free calling and chat solutiongoober networks has launched a mobile VoIP solution, ChatCube, which provides users with a rich feature set including HD-quality VoIP calling, auto-sync contact management, photo/video sharing, voicemail, call forward-ing, push notification and, coming soon, video calling.

Initially available for Apple’s iOS, Chat-Cube will be available on multiple mobile and desktop operating systems and platforms later this year. It is available now for free in Apple’s App Store.

ChatCube represents the evolution of mobile VoIP from apps that only provide limited functionality to an all-in-one solution for users. It combines features and functionality found disparately in other mVoIP offerings, plus adds several unique and powerful capabilities, and is packaged into one, elegant and easy-to-use product.

“The mobile VoIP market is clearly booming, yet, besides a few offerings

with early-adoption penetration, there is no clear leader grabbing major mar-ket share because they are all working within their own silos,” said Peter Uhlich, goober Networks’ CEO. “Integration is lacking with the current mVoIP apps. They rely on users and all of their friends and contacts being members of the same club, which makes it harder than it needs to be for users. ChatCube allows users to auto-sync all their contacts, even their social network friends, and make calls to non-ChatCube users. It brings all these features into a single communica-tion solution, which represents a signifi-cant step forward in the mVoIP space.”

Uhlich continues: “We believe that ChatCube—with all its features and capa-bilities that others don’t have—will raise the bar in this space and finally answer the demand from consumers and businesses for universal, cross-platform quality and free mobile calling.”

ChatCube allows users to make 100

percent free calls and chat worldwide to other ChatCube users over Wi-Fi, EDGE, 3G and 4G networks. It delivers “universal” HD-quality calling to any landline or mobile phone, including non-ChatCube users. Global flat-rate calling plans are available for non-ChatCube-to-ChatCube calls at rates up to 50% cheaper than current of-ferings. A free $1 calling credit is available upon signup.

Key capabilities offered during this initial rollout include simplified con-tact management that makes it easy to auto-sync contacts, add Facebook friends, access a user directory, locate nearby ChatCube users and add users through “shake,” a function that allows contact information to be exchanged when nearby users shake their phones. ChatCube also supports push notifica-tion, photo/video sharing and sending voice messages, contacts and locations. Other capabilities include an “is typing” feature and profile picture selection.

NEWS

1 in 10 mobile users to pay bills via mobile by 2016, Juniper findsa new report from Juniper Research finds that a growing user ac-ceptance of ‘push’ mobile banking and a sharp rise in smartphone adoption will drive users of transactional mobile banking services up from 185 million in 2011 to over 550 million in 2016.

The ‘Mobile Banking for Developed & Developing Markets’ report found that mobile phone banking is gain-ing considerable traction, thanks to the exploitation of advanced func-tionalities such as banks bundling MBPP (Mobile Bill Presentment and Payment) services within their overall mobile banking platform and addi-tional momentum from easy-to-use smartphone apps.

Additionally, those users that do make bill payments are expected to continue conducting transactions ac-tively and aggressively as they become more accustomed to usage. As con-sumers engage in increasingly mobile

lifestyles, approximately 80% of total mobile banking customers will pay their bills via a mobile device by 2016.

According to Juniper’s Research Di-rector Windsor Holden, ‘Customers are becoming increasingly more confident in using basic informational mBanking services. The natural progression is to engage in transactional banking, as they demand tighter control over their finances within a turbulent economic environment and busier lifestyle which are at odds with a 9 to 5 branch-based service.’

However, the report cautioned that user security concerns, heightened by the rapid growth in spyware and mal-ware, would act as a brake on adoption, particularly amongst older demograph-ics. It argued that this situation would continue unless and until consumers are convinced that mobile device security is of the same grade as online security, if not better.

Mail and Telegraph get most Google +1 recommendationsthe financial times has more followers for its page on the fast growing Google+ social network than any other UK national newspaper site. But Google+ users are most frequently recommend-ing stories and content from the Daily Mail and the Telegraph web sites, despite these having fewer Google+ followers.

The findings come from a study examining the visibility of 13 top UK national newspapers on Google+, which is quoted by Google as having over 100million signed up user accounts. The research was conducted by search and social analytics company, Searchmetrics.

Nine of the 13 UK newspapers analysed by Searchmetrics had created Google+ pages at the time of the study (19 March 2012), with a combined total of 544,545 followers. No official Google+ page could be found for The Times, The Sun, Daily Express and Daily Star. This compares with a total of 1,284,674 fol-lowers (fans) on Facebook, currently the world’s biggest social network, for which all 13 newspaper sites maintain official

pages.372,159 people were recorded as

following the Financial Times’ page on Google+ (or having the newspaper’s page in their Google+ ‘Circles’) beating the Guardian’s page which came second with 75,255 followers. The Independent came third with 60,195 people having its page in their Google+ circles.

Weekly data from Searchmetrics showed stories and content from the Daily Mail web site (dailymail.co.uk) received the most +1 recommendations (content is recommended by clicking the Google+ ‘+1’ button - similar to the Facebook ‘like’) with approximately 10,493 +1s a week on average. Second came the Telegraph web site (telegraph.co.uk) with around 5,822 +1s a week and third the Guardian’s guardian.co.uk web site (approx 3,367+1s a week).

The Financial Times, while it may have the most followers, averages around 670 +1s a week for its FT.com site, pos-sibly getting fewer recommendations because of its paywall restrictions.

NEWSSocial networking app snapp! extends reach indoors

News app now comes with ‘moods’

sensewhere, a leader in hyper-local and indoor positioning solutions, has launched snapp! an indoor location app, which blends sensewhere’s world-leading indoor location technology with social mapping, allowing users to view their friends’ updates in their geographi-cal context across a variety of social networks.

In the last few years social networks have used location to add a whole new dimension of fun and engagement to their services. Consumers are well-engaged with concepts such as geotagging status updates and pictures, and are increasingly beginning to use other location-based services on social networks such as friend-tracking, location-based gaming and geocaching.

The problem is that check-ins are gener-ally not accurate indoors. Most consumers know the frustrating experience of being ‘checked in’ to the next-door building, or scrolling through a list of places they ‘might’ be. Despite the fact that 80% of social network use occurs under a roof, social networks can only get a vague fix on where you are when you’re indoors; mak-ing the whole experience less smooth, and preventing people from using location to its full potential.

sensewhere’s snapp! app allows hyper-local checkins on a room-by-room basis. Able to tie into your Facebook, Twitter

and FourSquare accounts, snapp! allows you to easily post geotagged, shoutouts, tweets and status updates with pictures with an unprecedented level of indoor accuracy from a single easy-to-use interface.

Whereas before status updates might not even place you in the correct building, snapp! will pinpoint you right down to the room you’re in using nothing more than an ordinary phone.

“Sometimes a technology comes along that feels like another little bit of the future just landed,” commented Rob Palfreyman, CEO, sensewhere. “This powerful and fun new app will suddenly let Facebook, Twit-ter and FourSquare users locate them-selves right down to the room they’re in, or potentially even the object they’re stood next to. What social networks, phone com-panies and app developers can dream up with this level of indoor-accuracy is limited only by their imaginations.

“People have asked us how we did this, just by developing an app. The truth is it’s not ‘just’ an app. snapp! ties into some highly specialised backend technology that sensewhere has been developing for years.

“sensewhere has developed a way to achieve indoor locations very accurately using a normal Android phones. What’s more, our service automatically give a more accurate position the more people use it.”

mobiles republic, a leading pub-lisher of applications for smartphones, tab-lets and connected devices, has released News Republic 2.0 for Android Smart-phone and iPhone. The free news app has been revamped with a more elegant, mosaic-based interface and several new features, including photo and video galler-ies, enhanced customization options and a social media feature that allows users to express their “moods” about the articles as they read.

“News Republic 2.0 makes it even easier for users to personalize the way they receive news, as well as providing a whole new way for them to share their feelings about a piece they’ve read,” said Gilles Raymond, CEO of Mobiles Republic. “Not

only is it our most stylish and robust smart-phone offering yet; it is also the first to be available in a specific Ice Cream Sandwich version, designed to maximize the specific strengths and capabilities of this new Android OS.”

News Republic delivers over 10,000 full articles each day from leading news sources, and allows users to create custom-ized “myNews” channels that filter this mass of information down to their exact topics of interest.

This customization feature has been enhanced for News Republic 2.0, allow-ing users to select or unselect content sources for all channels, which in turn can be filtered by “date,” “moods” or “videos only.”

SIMPLYCONNECT

ConnectedSummit.com

The King’s Fund, London 15 & 16 MAY 2012

CONNECTING CONSUMERS TO MEDIA, CONTENT & BILLINGAs more consumers use their telephones, mobiles, tablets, games consoles etc. to interact with TV, print, advertised media content and social networks – the ability to CONNECT is creating a whole new world of entertainment and commerce. This event showcases how innovative services, technologies and solutions are returning ROI by delivering on the key strategic and commercial objectives for a range of creative and technical sectors: • MediaCompanies&DataOwners• Marketers,Agencies&Brands• PremiumContent&ServiceProviders• LiveEventOrganisers&Retailers• NetworkOperators&ISP• Technology&BillingProviders

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CONTACT – TO BECOME A SPONSOR & PROMOTER Tel +44 (0)1444 831 991 / +44 (0)7711 927 092Email jarvis@telemedia360.com, Skype jarvis.todd

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To subscribe, please go to www.telemedia-news.com

What we’ve been listening to Now that’s what I call music 1 | What we’ve been amused by PhoneShop Series 2 | Who we’ve been following Connected Summit 2012 | What we’ve been reading about Adaptive Web Design | April 2012 will bring... mobile wallets from some big names

INDUSTRY WATCHER

Telemedia and sport team up with Le TissierWith the MGaming and Msport Summits taking place next month, Oxygen8 has signed up the services of Matt Le Tissier to exploit the growing link between sport and telemedia

as telemedia month gears up for the MGaming and MSport Summits on 25 and 26 April in London, our chums at Oxy-gen8 have teamed up with former England footballer – and superb goal scorer – Matthew Le Tissier to launch a new football tipster service for our customers to resell.

The service will provide football betting fanatics with weekly Premium SMS and Voice predictions that will offer educated tips on weekend football matches, as well as competitions and a reverse auction service to win some great prizes.

Matt Le Tissier and Oxygen8 will provide the readymade competitions, with top prizes provided by Matt himself and a suite of tipster services that will include the Sky Soccer Saturday pundit’s picks for the weekend, accompanied by reasoning behind his picks. Prizes will include having dinner or a golf day with Matt with or backstage passes for Soccer Saturday and the Soccer Saturday live tour.

The tie up shows that (a) premium rate is doing very nicely thank you, but also that the world of sport is not immune to its charms – something the MSport Summit is seeking to exploit. For more details see page 16.

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Amid reports of the explosion of mobile advertising, Dan Watson, Solutions Director at SAY Media says it’s not about the size of your budget, but what you do with it that counts

the european Commission has recently published its greenpaper, Towards If anyone needed proof that we have entered the decade of the mobile, then they need look no further than recent reports in the marketing press. There’s no better sign that a me-

dium has become firmly established than when it has been embraced by the advertis-ing industry; in 2011 the number of mobile ads delivered was double that of 2010 at 126 billion, driven in part by the rapid ascent of in-app ads.

Debatably, what’s more interesting than the amount of investment that’s being directed into mobile advertis-ing, is the different ways in which advertis-ers are experi-

menting with it. Delivering a strong brand message on a mobile device is a challenge, as there are a limited amount of pixels to play with and less space available – even on tablets. But this is more than compen-sated for by the fact that the technol-ogy offers some amazing capabilities to tap into.

To fully realise the potential of mobile advertising, marketers need to take a different approach than they

would to standard online advertising. We have a far more personal relation-ship with our smartphones and tablets than we do with laptops, desktop com-puters and TV. In fact, the smartphone is a highly personal communication tool that never strays far from our sides – with the tablet not too far behind. As a result, people see their mobile device as a friend - they demand engage-ment, interaction, information and entertainment – even conversation. This is what mobile advertising has to deliver to be effective.

Talk about getting personal; take SAY Media’s campaign for a well-known high street retailer. This actu-ally got people licking their mobile phones – and you’d have to be pretty close to someone (or something) to do that! ‘Lick to win’ was more that just an advertisement; it was an engaging, interactive and fun brand experience placed at scale across SAY’s mobile network of three million people.

This really is the strength of mobile advertising; the growing range of functionality that you can tap into. This can be incredibly interactive through inviting consumers to shake, tilt, blow and, yes, even lick their mobile devices. It can be entertaining through the use of video, or useful and informative by offering alert or location-finding services. It can also help to seal the connection between consumer and brand through encouraging direct email or call contact, and immediate sharing of the experience via Twitter and Facebook.

Highly personal and engaging - in the future, all brand experiences will be like this.

INDUSTRYADVERTISING

MobIlE ADVErTISING This time it’s personal

How will companies such as Google, Microsoft, Apple and Facebook influence future willingness to invest in telco infrastructure that is vitally important to modern society? John Strand is worried

there is a great deal of focus in the media about the new and exciting serv-ices that companies like Google, Micro-soft, Apple and Facebook are continu-ally launching. But have you stopped a moment to consider the influence that these multinational companies are hav-ing on people and companies that are contemplating investing in future telco infrastructure - infrastructure that is vital for the further development of our modern society?

The telco industry is one big value chain. At one end of the value chain you have the companies that are build-ing and selling access to mobile telco infrastructure. At the other end of the value chain you have the end-users that are purchasing access to mobile infra-structure and then using different types of applications and services that are being created and offered by various different market players. Among these market players are of course the telco companies like mobile operators, but there are also other “outside” compa-nies including Google, Microsoft, Apple and Facebook.

It is common knowledge that there is already an ongoing battle between the telco companies on one side and market players like Google, Microsoft, Apple and Facebook on the other. In France, President Sarkozy has been talking about finding some way to tax a company like Google. Google’s response was to try and create some political goodwill by announcing plans to set up centres in France that are to focus on French culture. Needless to say, culture is very popular both amongst the French population and politicians.

There is also a battle in the network

neutrality area between companies like Google on one side and the telco companies that are investing in mobile infrastructure on the other. In practice this is a battle about what quality of service should cost and who should be paying for the mobile capacity that is needed when Google, Microsoft, Apple and Facebook deliver services to end users?

Unfortunately we often see that the focus on this debate is off-track and that many politicians simply do not understood how vitally important mobile communication is to modern society and its citizens today it - and will be even more so in the future. If we allow companies that deliver mobile services to piggyback for free on the expensive mobile infrastructure that the telco industry is designing financing and building - at no cost to a country and without using taxpayer’s money - it can only have a negative in-fluence on the telco industry’s willing-ness to invest in future telco infrastruc-ture expansion.

Strand Consult has spent a great deal of effort analysing this very important challenge to the telco industry and modern society. Through our work we have close contact with mobile op-erators, politicians and the regulative authorities about these issues. One enormous problem for politicians is that defending the telco industry gen-erates absolutely no votes, compared to defending companies like Google, Microsoft, Apple and Facebook that de-liver well-known and popular services.

Our reports http://www.stran-dreports.com/sw3293.asp and http://www.strandreports.com/sw4045.asp closely examine these challenges

that mobile broadband providers are currently facing. In these reports we describe a number of services that mobile broadband providers can offer to create new revenue streams that can partially compensate for the decreasing mobile traffic prices and the increas-ing competition that companies like Google, Microsoft, Apple and Facebook are creating.

While mobile operators are currently battling to do business with tough competition among themselves and tackling many different complicated challenges, a number of companies like Google are simply doing business as a type of service provider that is taking advantage of the existing mobile net-works that the operators are building and operating. It is a fact that Google does not believe that operators should be allowed to charge customers to prioritise bandwidth for different types of mobile services!

What Google is in fact saying is that they are not willing to pay to ensure the quality/bandwidth of the traffic that there mobile services are generating on an operator’s network and furthermore that their customers should not have to pay extra to ensure access to Google’s services at a certain quality/bandwidth level.

Google believes that all service pro-viders should be offered the same qual-ity of service/bandwidth on all mobile networks and that mobile operators should not be allowed to differenti-ate the quality/bandwidth of different types of mobile traffic that is being transmitted through their networks, to thereby be able to sell different levels of service quality to either service provid-ers or end-users.

All CHANGEHow the telco world is shifting

INDUSTRYTELECOMS

INDUSTRYMARKETING

THE CoMPETITIVE EDGEFollowing on from its hugely successful inauguration last summer, the M-Gaming Summit is back. Here we take a look at what is on offer at the UK’s premier mobile gambling event

2011 was finally the year when mobile stopped being ‘next big thing’ and started to become an essential platform for today’s progressive gambling industry. Certainly the signs were there in 2010 - during the World Cup - when key operators reported massive increases in mobile platform usage. Supporting research also suggests that mobile attracts new, younger and more sports-minded customers whilst still driving higher yields from existing gamblers - after all, everyone has one all of the time! Casino games, slots, bingo and lotteries are also now seeing the kind of uptake we’ve been promised; with smartphones and tablets now delivering an exciting high value “on the move” proposition that can often complement and augment both the online and real world gaming experience. Combined with the vast array of new billing and direct marketing tools, companies with a strong mobile proposition look set to gain the biggest share of this hugely lucrative market. It’s therefore no surprise that operators, affiliates, software providers, poker rooms, gaming companies and mainstream consumer brands are all in the race to not only embrace mobile platforms and tech-nologies – but to master them.MGS “Brings mobile solutions and expertise to an industry that’s in a hurry”

EVENTSM-GAMING SUMMIT 2012

DELEGATE PROFILEHeads of Mobile Gambling, C-Level Executives, Heads of Product Development, Marketing Managers, New Channels Managers, Affiliate Mangers, Mobile Managers, Heads of Strategy, Product Managers, Business Development Managers, Investors, Data Managers and Brand Managers LEADING PROVIDERSCasino Operators, Bookmakers, Mobile Network Operators, Remote Gaming Consultancies & Agencies, Payment & Billing Ser-vices, Regulators & Law Firms, Management Consultancies, Telecom Service Providers, Aggregators & Resellers, Media Groups & Data Owners, Content Providers, Marketing Agencies and Brands BUSINESS NETWORKINGIn response to delegate feedback MGS offers even more opportunties to rub shoulders, pick brains and get to know the people that really count: Mobile meeting and information applicationTea & coffee breaks, refreshments & working lunchMobile operator consultationsClosing drinks receptioniGaming Social Doctor will see you now...Six 20 minute consultations will be available for you to pick the brains of the industry’s most respected expert in this field – Bill Randall. With 20 years’ experience working as Head of Commercial Partnerships for the world’s largest international mobile network – Vodafone, Bill was responsible for commercial partnerships and set up and ran Vodafone’s network operators mobile gambling portal. Make an appointment to meet Bill and get an unbiased view of the operator landscape. • Want to gain a unique insight into how mobile operators work?• Need to understand how best to approach them and to exploit gambling and gaming opportunities?• Understand how to work with operators for mutual benefit• Learn about the operators’ take on html5 and apps• Find out why mobile billing is good for you

ClICK HErE To book your place at the M-gaming Summit 2012

TRACK 1 PRACTICAL & TACTICAL

10:00 MOBILE GAMBLING 101For those only just getting to grips with mobile, we offer the ultimate practical and tactical guide to what it is and how to make it work• Aideen Shortt, Gambling Industry Consultant

11.15 APPS & M-WEB• Peter Swain, MD, Alwaysonmessage.com• Henrik Mandal, Kyoogi ]• Justin Wenczka, 4th Screen Advertising• Richard Downey, Fetch Media• Paul Sanders, technical director, Apps4

12.00 BRINGING IN THE PUNTERS• Fintan Costello, Google• Jo Wightman, Director of Client Services, Fiksu• Rob Weisz, MIG • James Goode, Mfortune • James Hilton, M&C Saatchi Mobile

14.00 SHOW ME THE MONEY• Oisin Lunny, senior market development manager, Openmarket • David Hunter, UKASH• Lefras Coetzee, VP eCommerce Product Proposition, WorldPay• Alex Mifsud, ixaris

15.00 LICENCES, REGULATION AND JURISDICTIONS• Hilary Stewart-Jones, Berwin Leighton Paisner• Jorn Stark, Director Compliance, Alderney Gambling Control Commission• Wes Himes, Policy Action

TRACK 2 STRATEGY MATTERS

10:00 NAVIGATING THE APP LANDSCAPE• Henrik Mandal, Kyoogi

10:20 APP STORE MARKETING• Jo Wightman, Director of Client Services, Fiksu

10:40 NAVIGATING M-WEB MARKETING• Neil Fairweather, Mobile Latitude

11:15 DESIGN, IMPLEMENTATION & USER EXPERIENCE• Cem Temur, Rockabee• Páll Þór Pálsson, BetWare• Geoff Reid, Mfuse

12:00 CASINO GAMING GOES MOBILE• Simon Murphy, Head of Gambling EMEA, Freman-tleMedia Enterprises• Matt Sunderland, Probability• Bryan Hurwitz, Bodog • Marcel Puyk, Cellectivity• Name TBC, Cozy Games

14:00 LOTTERIES, BINGO & BETTING GO MOBILE• Andy Letting, Ladbrokes• Neale.Deeley, William Hill• Jamie Lewis, Mobile Product Manager, Betfred• Mark Maydon, Sporting Index• Adriaan Brink, Lightmaker Lotteries• Tom Horsey, Crazy4Media Group

15:00 NEXT STEPS• Oisin Lunny, senior market development manager, Openmarket • Richard Downey, Fetch Media• Ben Letherbridge, Everything Everywhere• Bryan Hurwitz, Bodog• Anthony Ballardy, MIG

17.00 MGAMInG AwARdSThe winners in the booming m-gambling market are revealed at the stylish No5 Club

EVENTSM-GAMING SUMMIT 2012

Conference at a glance: 25 April

ClICK HErE To book your place at the M-gaming Summit 2012

09.00 OPEnInG KEYnOTE The state of mobile gambling – what consumers want; what the market is worth•Darren Mark Noyce, Founder & Managing Director, SKOPOS market insight & consultancy UK•0Dr Windsor Holden, senior analyst. Juniper Research

INDUSTRYMARKETING

ENGAGING MobIlE FANSMobile is the ultimate engagement medium and nowhere is it becoming more compelling than in the sports business. Join us for the inaugural M-Sport Summit in London to find out more

mobile communications is now a primary content distribution channel. It’s crucial for building brand awareness and is one of the very best ways to generate audience participation by enhancing the live experience. Supporting research also suggests that mobile attracts new, younger, sport-minded customers that represent a lucrative new market segment.With the ever increasing penetration of smartphones and tablets, the race is on to deliver exciting high value “on the move” interac-tive propositions that will complement and augment both the online and real world experience and deliver an array of untapped revenue streams.This event will also reveal how mobile technology can improve on a variety of traditional systems by saving time, improving effi-ciency and scoring environmental points - as [eco-friendly] digital mobile commerce replaces paper-based ticketing, CRM and other out dated marketing processes.Co-organised by the world’s leading provider of information to the sport industry, SportBusiness Group and Telemedia the indispen-sable source of what is happening in the mobile sector this event is sure to sell out so book today to avoid disappointment.

TIME TO MOBILISE YOUR SPORTThe sport industry is already seeing an influx of mobile technologies that connect fans to events, teams, brands and the athletes themselves - through mobile websites, apps and social media. But mobile can impact every facet of the sporting ‘journey’ from mar-keting events and ticketing through to merchandising and live “in-play” betting. MSS presents the business cases for all these mobile applications and reveals how on-going revenues can be generated with techniques that keep fans “sticky” and engaged between games or events - in a way that creates a unique and highly valuable on going customer relationship. Expert representatives from both the mobile and sporting sector will explain how mobile technology can be successfully be de-ployed and provide clear guidance on how best to implement a successful mobile strategy in your sports business.

EVENTSM-SPORT SUMMIT 2012

KEY DECISION MAKERSSponsorship Directors & Managers , Commercial Managers, New Business Execs, Event Managers, Venue & Stadia Directors , Lawyers, Heads of Mobile Gambling, C-Level Executives ,Heads of Product Development à Marketing Managers , New Channels Managers, Mobile Managers, Heads of Strategy, Product Managers, Business Development Managers, Investors, Data Managers and Brand Managers.

LEADING PROVIDERSSports Teams & Major Sports Brands, Sport Federations & Governing Bodies, Sponsorship & Marketing Agencies, Mobile Network Operators, Payment & Billing Services, Regulators & Law Firms, Management Consultancies, Telecom Service Providers, Aggre-gators & Resellers, Media Groups & Data Owners, Content Providers, Remote Gaming Consultancies & Agencies, Bookmakers.

BUSINESS NETWORKINGThe mSport Summit offers a wide range of opportunities to rub shoulder, pick brains and get to know the people that really count.

Table top exhibits & sponsored hospitalityMobile meeting and infromation applicationTea & coffee breaks, refreshements & working lunchMobile operator consultantsClosing drinks reception

ClICK HErE To book your place at the M-Sport Summit 2012

TRACK 1 MOBILE In STAdIA11:15 M-TICKETING & PAYMENTSPRESENTATION Mats Nilsson, StubHubPANEL DISCUSSION• Mats Nilsson, StubHub• David Hunter, UKASH• Mike Burden, Consult Hyperion

12:00 IN-VENUE COMMERCEPRESENTATION In-venue Commerce Josh Robinson, Sports RevolutionPRESENTATION Engaging through QR and NFCMark Fraser, zappit PRESENTATION CASE STUDY Speaker name TBC, Oxygen8

14:00 SPONORSHIP AND MARKETING PRESENTATION The role of mobile advertisingDusan Hamlin, M&C Saatchi Mobile PRESENTATION The view from the USAStephen O’Reilly, Mobile RoadiePANEL DISCUSION Stephen O’Reilly, Mobile RoadieDusan Hamlin,, M&C Saatchi Mobile Justin Wenczka, 4th Screen advertisingTom Horsey, Crazy4Media Group

14.45 GETTING THE TECH TO WORKPRESENTATION Using Wifi in stadiaTim Craven,O2PRESENTATION Samuel Buttarelli, CommScopePRESENTATION Creating Apps on a budgetPaul Sanders, Apps4

TRACK 2 COnTEnT And SERVICES11:15 MONETISATION OPTIONS FOR BROADCASTERSPRESENTATION Ellen Marzell, NokiaPRESENTATIONAlan Fagan, ESPNPANEL DISCUSSIONEllen Marzell, NokiaAlan Fagan, ESPNRhys Beer, Perform

12:00 FROM KIOSKS TO AUGMENTED REALITYPRESENTATION Dan Sodergen, goAugmented PRESENTATION Stephen Shaw, blipparPRESENTATIONName TBC, AurassmaPANEL DISCUSSIONDan Sodergen, goAugmented • Jo Vertigan, Obidos • Tamara Roukaerts, Autonomy • Stephen Shaw, blippar • Name TBC, Aurassma

14:00 MONETISATION OPTIONSPRESENTATIONMartin Copus, Sports Revolution DigitalPANEL DISCUSSIONDavid Price, O2 • Martin Copus, Sports Revolution Digital • Speaking Name TBC, Qustodian • Justin Wenczka, 4th Screen advertising • Will Muirhead, Fanatix

14:45 GAMBLING ON LIVE EVENTSPRESENTATION Designing the ultimate m-gaming experiencePáll Þór Pálsson, BetWarePANEL DISCUSSIONDavid Price, O2 • Páll Þór Pálsson, BetWare • Andy Letting, Ladbrokes • Mark Maydon, Sporting Index

16:00 CLOSInG KEYnOTE whAT MOBILE dELIVERS TOdAY And TOMORROw In SPORTName TBC, The Football League

EVENTSM-SPORT SUMMIT 2012

Conference at a glance: 26 April

ClICK HErE To book your place at the M-Sport Summit 2012

09.30 OPEnInG KEYnOTE The mobile and sports what is the opportunity• Speaker name TBC, O210:00 ThE BUSInESS CASE FOR MOBILE In SPORTS & LIVE EVEnTS•Darren Mark Noyce, Founder & Managing Director, SKOPOS market insight & consultancy UK

Telemedia Industry Directory

AdultXpandadultXpandmobile affiliate programTurns mobile traffic into cash!

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paythruThe world’s first mobile, PCI Level 1, card payment provider

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Trodat TelecomYour direct source for the industry’s mostreliable international premium ratenumbers

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Sundial TelecomVoice, Fax, Web, WAP & IM integration

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Mobile marketing, Mobile advertising, Online advertising, Video streaming, Mobile Databases

Crazy4Media

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OpenMarket

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AGMOMicropayments, Premium SMS, Premium Voice, Web Billing, Credit cards, Poland, Czech Republic, Hungary, Slovakia

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txtNation Mobile, Billing, Payments, Content,WAP, SMS, MMS, IVR, Phone, Credit Card

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ellisons* EllisonsUK Advertising agency - media planning/buying - press, TV, online, mobile

www.ellisonuk.com

Preferred TelemediaPreferred Telemedia is a leading VoIP Solutions, providing Premium numbers, wholesale, callcenters ..

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Telemedia Industry Directory

Spain & France • SMS Premium • 123ticket.com• Micropayments • IVR • Worldwide coverage• Voice premium • subscription • billing platform

EG Telecom

Contact: Robert Nijeboer on rnijeboer@egtelecom.es and mobile (+34) 661636577

DimocoDIMOCO is the international mobile payment and messaging transaction partner

Contact: Tel +43 1 33 66 888-0, sales@dimoco.orgwww.dimoco.org

EnarpeeGlobal Regulatory/Compliance/Service Audit and support services organisation

Contact: Neil or Paul on +44 844 357 3938 or email info@enarpee.comww.enarpee.com

Text121ChatPremium Rate Operators Serviceswww.text121chat.com

Contact: UK 0871 872 6154, helen@text121chat.com,USA 1-888-711-0121, lorna@text121chat.com

ImpulsePayImpulsePay is the fastest growing provider of Payforit.

Contact: office@impulsepay.com, tel: +44 (0) 20 7099 2450www.impulsepay.com

telequest & Internet Solutions GmbH !!! Domestic Numbers Worldwide !!!

Contact: 00800 102 502 22 or info@telequest.comwww.telequest.com

Oxygen8Global Billing, Communication & Mobile Services from Worldwide Offices

Contact: 0808 206 2062 E-mail: sales.uk@oxygen8.comwww.oxygen8.com

C3 LtdA PCI compliant technology and application provider for VAS operators

Contact: info@c3.co.uk, Tel +44 (0) 1223 427700www.c3.co.uk

Goodman AssociatesGoodman Associates maximizes your profits by making advertising work harder!

Contact: mail@goodmanassociates.co.uk, Tel.+44 (0)845 225 55 55 www. goodmanassociates.co.uk

Paul MarkhamPaul Markham content provider for Mobile Phones and iPods.

Contact: www.paulmarkham.com/all-adult-content.php

tyntecSMS interaction: 2-Way SMS Dialogue, Outbound & Inbound, Mobile Authentication & Number Lookup.

Contact: Scott Crowley Tel+49-89-202451204, crowley@tyntec.comwww.tyntec.com

CellcastCellcast is a leading provider of participatory television programming and interactive technology

Contact: Tel +44 207 190 033, web@cellcast.tvwww.cellcast.tv

Get your company listed herecontact Jarvis todd on tel +44 (0)8707 327 327 or

email jarvis@telemedia360.com

ViatelPremium SMS • Premium rate numbers • IVR • Specialists in Scandinavia• Safe payments

Contact: Phone: +46 8 50601015, Email: premium@viatel.se www.viatel.se

Kwak Telecom LtdLeading provider of International payouts numbers & domestic premium rate numbers

Contact: Tel +357 22 022300, sales@kwak-telecom.comwww.premium-rates.com

MasvozSpanish leading provider in Voice Services, Micropayments solutions & Sms services

Contact: Carlos Jiménez. 0034 902 500 807, carlos.jimenez@masvoz.eswww.masvoz.es