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This time last year, we launched the first ever print edition of Mobile Marketing at Mobile World Congress 2010. The feedback to that issue was universally positive, and we’ve had a similar response to the three issues produced since. We hope you enjoy this one just as much. Since that first issue, a lot has happened here. We have a new website, our first awards programme is under our belt, and we’ve also produced an iPad version of the print mag, and a mobileoptimised version of our website. We are also running Webinars, and there’s our Mobile Masterclass series, in which we bring together experts in all aspects of mobile marketing, and executives from different verticals such as Retail, Publishing and Financial Services, who can benefit from their knowledge. There’s much more to come, but for the moment, we are delighted to bring you this issue, to coincide with Mobile World Congress 2011. And it’s another bumper edition, packed with analysis and insight. Julien Theys, from the analyst, Screen Digest, cuts through the hype around mobile marketing and advertising to offer a considered look at the barriers they still face. David Glennie from Mobile Interactive Group urges brands to put their customers first when developing mobile apps. And in her regular missive, Helen Keegan considers tablets, and what they mean for mobile marketing. In our cover story, we talk to Upstream CEO, Alex Vratskides, about the firm’s work with mobile operators. We also look at the world of b2b apps, and reveal all about a mobile money scheme that has been successfully deployed in Haiti. And in the latest in our regional focus series, we turn the mobile marketing spotlight on Africa, where the mobile phone is an indispensable tool for many. Even with all that, there’s still room for more analysis on mobile in the retail industry; geo-targeting in mobile advertising; and opt-in mobile messaging programs. Plus, of course, a preview of Mobile World Congress itself. If you’re at the show, enjoy it. And if you’re not out in Barcelona, stay tuned to www.mobilemarketingmagazine.com for all the news coming out of the event.
David Murphy Editor
February 2011 MM Issue 5.indd 5
Cover story 18 Upwardly mobile Alex Vratskides, CEO of Upstream Systems, explains how the company works with mobile operators to help them increase loyalty, reduce churn and boost revenues
Thought leadership 7
New frontiers Screen Digest’s Julien Theys considers the hurdles that mobile marketing still faces
17 Dev zone David Glennie urges brands to put customers first when developing apps
30 Future perfect James Lamberti, from ad network InMobi, takes a look at the future of mobile advertising
32 The Shopping Channel Tim Dunn, from Mobile Interactive Group, investigates how the retail sector is embracing mobile marketing and mobile commerce
36 Location, Location, Location Paul Childs from Adfonic considers the increasing use of geo-targeting in mobile advertising
The real world
42 Off-deck Helen Keegan considers the avalanche of tablet devices about to hit the market
Technology 21 Security service How the people of Haiti are benefitting from an innovative mobile money service, launched in the aftermath of the 2010 earthquake
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It’s showtime! We look ahead to this year’s Mobile World Congress
Business models
26 Focus on Africa We turn the mobile marketing spotlight on Africa, a country with low levels of landline penetration, where mobile is filling the void
12 Open for business We investigate apps in the enterprise
25 The opt-in revolution How Velti helped one operator grow revenue and loyalty
Best practice 39 Application Showcase A look at some of the mobile apps that have caught our eye recently
Issue Five | February 2011
News | Views | Analysis
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MAD FOR MOBILE BILE HOW BRANDS ARE TAPPING PPING INTO AFRICA’S LOVE AFFAIR WITH MOBILE MARKETING TING
BUSINESS TIME ME MOBILE APPS IN THE ENTERPRISE
SWEETENING G THE PILL WHAT THE TABLET REVOLUTION MEANS FOR MOBILE MARKETING ING
SECURITY SERVICE MOBILE MONEY SCHEME EME PROVIDES A SAFER ALTERNATIVE TO CASH H
UPWARDLY MOBILE Upstream CEO Alex Vratskides on the company’s payment-by-results success story
W or M ld ob Ed Co ile iti ngre on ss
One Year On...
MOBILE WORLD CONGRESS: WHAT YOU CAN EXPECT TO SEE AT THIS YEAR’S SHOW
If you want to be sure of receiving your copy of the print edition of Mobile Marketing four times a year, you can subscribe today to go on our controlled circulation list. It costs just £30 (UK); or £40 (rest of the world). To take out a subscription, just send an email to: subscriptions@mobilemarketingmagazine.com and we’ll respond telling you what you need to do.
Editor: David Murphy - david.murphy@mobilemarketingmagazine.com +44 (0) 7976 927062 Commercial Director: John Owen - john.owen@mobilemarketingmagazine.com +44 (0) 7769 674824 Contributors: George Cole, Martin Conway, Helen Keegan Production: Alistair Gillan, AQ2 Mobile - info@aq2.info Print: DS Print - sales@dsprintltd.com Special thanks this issue to: Jo Murphy, Rowan Chambers, Alistair Gillan For a paid subscription please email: subscriptions@mobilemarketingmagazine.com One Year Subscription Rates – UK: £30.00; ROW: £40.00 Mobile Marketing is published by Dot Media Ltd., 15 Loraine Gardens, Ashtead, Surrey KT21 1PD. www.mobilemarketingmagazine.com
www.mobilemarketingmagazine.com 27/01/2011 05:56