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Issue 22 • Sept 2011

PhonePay Plus extends its remit to look at apps and other digital services phonepay plus, the UK regulator of premium rate telephone services (PRS) is looking to extend its remit to tackle not just premium rate services, but to also position itself to protect consumers from rogue practices around the wider mobile media and content environment. Following the implementation of its latest Code of Practice – which shakes up how it regulates the PRS business – PPP has now issued a consultation to the telecoms and digital industries in order to tackle hidden threats to consumers from apps on smartphones. The PhonepayPlus consultation around apps makes clear to providers a number of risks to both consumers and the digital and m-commerce markets. These risks were identified through PhonepayPlus monitoring, consumer complaints to the regulator and discussions with industry stakeholders. The consultation contains a number of key recommendations to providers aimed at both ensuring consumers are protected and that rogue providers are not allowed to wreck havoc in the growing digital economy. These recommendations include: • Consumers’ consent to charge must be clear. • Services operating on a ‘freemium’ model must make clear what is and is not free and consumers must be clearly informed of the price of any extra purchase options before they interact with the service. • Where malware is found, a Tribunal may not consider any proof of consent, such as records of text messages or calls, to be robust enough evidence of a consumer’s consent. • Stored applications must require that the password is re-entered every time the application is opened – this helps prevent children purchasing digital goods (such as virtual credit) without the phone owner’s permission, empowering parents by giving them better control and choice. • ‘Exchange rates’ and ‘expiry dates’ for virtual currencies must be clear (eg 100 credits = £1). In recent months, PhonepayPlus has taken action on apps which maliciously charge consumers without their knowledge or consent. In one example, a ‘free battery saver’ app contained malware – identified by PhonepayPlus monitoring – that accessed the phone’s text message function, allowing texts to be automatically sent and received. Text messages were sent that subscribed consumers to a premium rate subscription service without the consumer’s knowledge or consent. PhonepayPlus immediately shut down the service and, following a full investigation, imposed a fine of £135,000.

 Paul Whiteing, PhonepayPlus’ Chief Executive, urged a collaborative effort with the communications and creative industries to ensure those industries retain consumers’ digital trust.
“We will not hesitate to use our robust sanctioning powers to drive out rogue providers who could damage a vital part of the UK’s growing and innovative digital and creative economies. We ask all businesses involved in the digital market, and the provision of smartphones and apps, to work with us to ensure we retain consumer confidence in digital content.”

THIS MONTH... News 

The latest news from the industry, along with analysis of what that news means, including: • Channel Five uses Facebook for Big Brother voting 3 • 40% of Fortune500 have trouble with multiple platforms 4 • New Look sees sales surge with HTML5 mobile site 5 • Roamers use more data than voice for first time, finds MACH 6 • Kindmags goes digital with raft of apps 7 • Ukash hits top spot in Sunday Times Microsoft Tech 100 8 • ImpulsePay allows Virgin Train users to pay by mobile for wifi 8 • Momac takes French magazines group digital 9 • PayWizard offers vouchers and p2p payments 9

Analysis Editorial iPhone5: whatevs iPhone 5 will be out by 14 October, but why should we care as everything goes social – and Kindle Fire 11 FRAUD In Kwak we trust Telemedia-month talks to Josef Bruckschloegl about how Kwak is cleaning up PRS 13 CHARITY Giving it up Paul Skeldon reports from AIME’s Empowering the Charitable sector event in London last month 15 MARKETING Hip to be square Bob Bentz from ATS talks us through the potential of branded QR codes 16 WORLD TELEMEDIA AMSTERDAM A look at what is on offer from our international PRS show in Amsterdam on 12-14 October 18

Directory The leading industry directory of services 13

Latest news at www.telemedia-news.com Catch our blog at www.telemedia360.blogspot.com


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NEWS

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Channel Five uses Facebook voting for Endemol reality show Big Brother UK broadcaster Channel 5 and programme maker Endemol are to deliver voting via Facebook for the next Big Brother season. The broadcaster has developed a specially created Facebook application that will run alongside the current series which it bought the rights to from Endemol earlier this year. The application will allow viewers to vote for contestants using Facebook Credits through MIG’s mVoy Engage platform casting votes in real time through to the live show alongside traditional interactive voting methods. The platform is also integrated into the Official Big Brother UK iPhone and Android Applications offer a true multichannel voting experience. Rebecca Whitlock, Commercial Dev Controller, Channel 5 explains: “Trends in the broadcast and entertainment industry are constantly evolving, yet providing the best and most innovaA5 ad.pdf

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tive interactive services for our viewer’s remains a core focus for us. We’ve worked with MIG for several years, and their knowledge and insight into the broadcast industry ensures our viewers receive the best and most engaging multi-channel experience possible.” Rob Weisz, Commercial Director, Mobile Interactive Group adds: “This is a major development in the broadcast interactive space. It is widely acknowledged that viewers are moving to multi-channel experiences when watching traditional shows and we are delighted to announce this partnership with Channel 5 and Endemol. This technology has been developed specifically to create an exciting and engaging interactive experience regardless of whether you interact with a TV show via Facebook, iTunes, Android, traditional web and mobile web. “We strongly believe this will allow global broadcasters and production

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companies a seamless way to monetise their audiences, whilst creating a deeply social experience within the show format and on the second screen. It is unlike anything this industry has seen before but defines exactly where interactive television is going. This is a watershed announcement for this industry.”


NEWS 40% of Fortune 500 say mobile challenge is developing across multiple operating systems

today’s fragmented mobile landscape is directly affecting many organisations’ mobile plans, with 40% of Fortune 500 companies stating that developing applications across multiple operating systems and devices is the biggest challenge to their mobile strategy. Other top challenges ranked by corporations include keeping up with changes in the mobile market (27%) and supporting connectivity and technology challenges/updates (20%). The findings come from the second annual Mobile Marketing and Commerce Study commissioned by Kony,

a mobile platform provider. The study surveyed Fortune 500 corporations to uncover valuable information relating to their mobile computing challenges and strategic initiatives. “As companies increasingly look to mobile to help them achieve strategic business goals, they are faced with very real challenges due to the fragmentation of the mobile industry,” explains Raj Koneru, founder and CEO of Kony. “With the rate at which the mobile landscape is evolving, it’s vital for these companies to choose a partner with capabilities across a multitude of devices and channels, including tablets, to ensure their offering reaches their full customer base.” In a report from March 2011, Gartner predicted that nearly 70 million tablets would be sold worldwide in 2011. When considering how rapidly the tablet market is growing, along with the vast potential that the iPad and other tablets

offer businesses, it’s surprising that the survey reveals only 25% of respondents have plans to deploy a tablet offering in the near future. On top of that, only 2% of respondents believe developing an offering for the iPad is a priority The lack of urgency these companies are taking toward developing tablet offerings is not due to lack of resources. In fact, the survey revealed that many companies are now finding it easier to procure necessary funding to develop and deploy their mobile offerings. 89% of respondents expressed they can obtain funding with reasonable or little effort; up from 73% in Kony’s 2010 survey. Along with this, only 11% of companies find it difficult to fund their mobile initiatives, a figure that is down from 27% a year ago. >>CLICK HERE FOR THE RESEARCH >>


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New Look drives up m-commerce sales by over 500% with optimised transactional mobile site in the three months since launch in April 2011, high street fashion retailer, New Look, has seen its fully transactional mobile site, which displays New Look’s full product range, far exceed key performance indicators with conversions at times outstripping internet transactions. Results to date include a year on year increase in mobile sales of more than 500%, plus an increase in site visits by over 800%. Since the mobile site launch, statistics reveal there has been an increase in orders of over 60% and increase in revenue of over 45%. Dom McBrien, Multi-Channel Director, New Look said: “We’ve seen some incredible results since going live with our mobile internet site in April, totally exceeding initial KPI’s. Plus we have more plans in place over the coming months to ensure we are providing an outstanding multi-channel customer experience.

We’ve utilised the latest technology to create a feature-rich mobile shopping experience that offers our customers an easy and convenient way to shop whenever they choose. Features such as the fast ‘One Click’ purchasing and engaging browse, zoom and view functionality deliver a seamless and rewarding user experience, which since launch has seen the mobile conversion rate double.” Matt Cockett, commercial director, Mobile Interactive Group adds: “The past twelve months have seen mCommerce move to being a central strategy for all major retailers. We are particularly proud of the design and build for New Look as it perfectly demonstrates how far we can push the possibilities of the mobile internet, transactions, and social media and also work with the native device features, like mapping and location, to deliver an amazing user experience and deep user engagement.” MIG worked extensively on the usabil-

ity of the site to reduce the user journey from enquiry to product to check-out, developing a ‘One Click’ purchase option for registered users. Non registered shoppers are also able to browse the site and make one-off purchases. The company also pushed deep in to the functionality enabled by HTML5 to deliver product zooming and spinning, the ability to browse products in one, two or three column formats, seamless viewing with accordion navigation to reduce page refreshes and a single consumer shopping basket between the website and the mobile site. In addition, the site gives users the option to locate their nearest store and use social networking to share products via Facebook, Twitter and also email.

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NEWS Roamers use data more than voice for the first time, MACH traffic analysis demonstrates

data consumption and data sessions have shown rapid year-onyear growth (97 per cent and 69 per cent respectively) and have, for the first time, exceeded voice traffic volumes for roaming sessions. In contrast to the rise of mobile data traffic, voice traffic growth is flat across the period. So finds the latest data from MACH, the leading provider of hub-based mobile communication solutions, global mobile roaming traffic analysis. Artur Michalczyk, Chief Product Officer, MACH, explains: “These results clearly show how the evolution of smarter mobile devices is changing how we communicate when travelling. The decline in the popularity of voice

speaks to the rise of alternative, yet immediate, communications platforms such as instant messaging and social networking, while SMS and email have continued to erode the volumes of voice traffic for roaming sessions. The huge increase in download volumes also demonstrates just how popular apps are becoming, with consumers wishing to download and interact with them even while abroad.” The roaming traffic analysis shows that while data sessions are also growing, they are doing so at a slower rate than data consumption. This is most likely because smartphones and tablet devices are designed to connect once and then stay connected, whereas traditional handsets connect each time the user requests an action. SMS traffic volumes, meanwhile, have continued to grow (by 23 per cent), illustrating the continued popularity of this communication channel.

Michalczyk concludes: “Our analysis shows that roaming subscribers are using double the data that they were using a year ago. However, it is worth noting that users in their home networks consume 300 times the data that they do when they are abroad. For the industry there is enormous potential in removing this disparity and empowering users to roam without boundaries. This can only be achieved by providing pricing choice and transparency to the user, so removing the current issue of ‘bill-shock’.” Solutions, such as MACH’s Data Roaming Engine, are now available to introduce service-based pricing which allows users to sign up for the services that they want at a transparent price. This approach also prevents background data consumption – caused by apps continuously communicating with the ‘cloud’ – driving up users’ phone bills, which is becoming an increasing problem for subscribers. >>CLICK HERE FOR THE RESEARCH >>


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Kindmags scores App Store win with five Magazine digital launch digital publishing platform, Kindmags, is celebrating the successful launch of 5 Magazine for the Apple iOS. The magazine, edited by Manchester United and England footballer Rio Ferdinand, achieved first position in the UK Lifestyle category for the iPhone, as well as a top 10 position on the iPad on the first day of launch. Jordan Hancock, Associate Director at Kindmags, commented: “5 Magazine clearly demonstrates the demand for digital versions of magazines. Given the forecast sales figures for smartphone and tablet devices and the imminent launch of Apple Newsstand, all publishers should begin to review their digital strategies.” Unlike most digital magazines 5 Magazine released a universal app, meaning it is available on the iPhone as well as the iPad. The number one chart position on the iPhone demonstrates that whilst magazine content is optimally viewed on tablet devices, publishers

should not neglect smartphones, which allow for much wider digital distribution and mass market appeal. Previously 5 Magazine was published using Flash, which excluded the increasing smartphone and tablet population. Now it uses Kindmags’ digital publishing platform, which uses the latest open web standards such as HTML5. This has significantly increased the reach of the magazine by making it available on virtually any internet-connected device. The Kindmags platform is built to cater for existing publishing processes. It accepts print-ready files such as PDF and converts them into digital, rich media layouts. It also enables publishers to take advantage of the unique features of digital devices, allowing them to incorporate interactive features such as Video, Audio, Animations and Dynamic Data Feeds. With the platform already updated to capitalise on Apple’s upcoming iOS5

and Newsstand functionality, Kindmags is strongly positioned to help publishers make the digital switchover. Hancock concluded: “To date digital publishing has been complicated and fragmented. When we developed Kindmags we wanted to simplify the process both technically and commercially. The availability of individual purchases and recurring subscription options in our platform, combined with a simple flatrate pricing structure, means we can offer publishers a quick and cost effective route to the digital market place.”


NEWS Ukash gets top spot on Sunday Times Microsoft Tech Track 100

UKASH, a global eMoney network for the online gaming sector, has today announced that the business has been ranked number 23 on the Sunday Times Microsoft Tech Track 100. Also featured in the list from the online gaming sector is online gaming operator BET365, search marketing agency Sticky Eyes and London based software supplier GameAccount Network. Ukash achieved its first year of profitability in 2011, a remarkable 80% year-on-year business growth as a result of its continued global expansion and now processes over £500million of safe online transfers worldwide every year. The Sunday Times Microsoft Tech Track 100 league table ranks Britain’s 100 private tech (TMT) companies with the fastest-growing sales over the last

three years. Tech Track 100 is compiled by Fast Track and published in The Sunday Times each September, with an official awards event in November. The league table champions the UK’s topperforming private companies. David Hunter, Chief Executive Officer of www.Ukash.com, said: “Being a Tech Track 100 company is a fantastic triumph. Not only does it recognise the company’s commercial growth, the achievement signifies that every day, Ukash is enabling even more players all over the world to use cash online, simply and safely. On behalf of the whole company, I would like to thank our staff, partners and customers for their remarkable contribution to Ukash.” Since its inception in 2005, Ukash has enabled players to use their cash online without having to reveal financial information. Cash can be exchanged for a unique 19 digit Ukash voucher at over 420,000 physical points of purchase, or issued online from the company’s website.

Virgin trains lets customers purchase wi-fi access with their mobile phones customers of UK rail operator Virgin Trains are now able to purchase onboard Wi-Fi access using their mobile phones. Nomad Digital, a leading provider of high-speed, end-to-end wireless connections on transportation fleets, has announced that it is using ImpulsePay’s mobile purchasing solution to enable customers to pay for Wi-Fi access on any Wi-Fi enabled Virgin Train, using their mobile phones. The agreement means that, as of 14th June 2011, Virgin Trains customers are able to use their mobile phones to pay for Wi-Fi access on board any Wi-Fi enabled Virgin train, with payment being taken from their available pay as you go credit or added to their monthly mobile phone bill. Virgin Trains operate a free-access

Wi-Fi model in First Class and charge in Standard. Initially customers were only able to purchase Wi-Fi access using their credit or debit cards. Nomad Digital, who provide the Wi-Fi access on Virgin’s entire fleet of 75 trains, were looking for ways to further monetise the service and enable a wider choice of payment methods for travellers. Billing via ImpulsePay is carried out over the internet as opposed to via a text message. Using Payforit, the ImpulsePay solution, enables Virgin Trains customers to pay for and access Wi-Fi in three simple steps. Customers enter their mobile number on screen, receive an SMS with a PIN code and then enter this back into the screen to complete the process. Wi-Fi access is available for a period of either 75 or 200 minutes, and costs £5 or £10. In the first week, over 400 Virgin Trains customers took advantage of the new payment method and take-up has continued to grow.


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Momac teams with AFP to deliver news app for iPad to develop the latest phase of its growing mobile presence, international news giant AFP joined forces with long time partner and leading mobile solutions provider Momac on a cutting-edge AFP news application for iPad. The free application draws from the AFP news feed and brings together breaking news articles, high quality photo and video galleries, feature stories and more. “Momac and AFP have worked together as partners for many years on a mobile approach that makes AFP’s extensive news coverage accessible, and the new iPad application is the next step in this strategy,” says Momac Chief Marketing Officer Olivier Milcent. “It is a unique application in its layout and has been carefully designed to maximise the iPad user experience.” AFP application users can simultaneously read articles, watch embedded video reports and scroll through content menus. News content is perusable by article, by theme: Analysis, Feature Stories, or by topic: World News, World Sports, US News, Africa, Middle East, Asia-Pacific,

Earth&Science, etc… and is grouped likewise according to subject. A great deal of attention was given to small details, explains Otman Meriche AFP Business Development Director. A breaking news ticker scrolls across the home page, alerting users of the latest headlines; rich-media scrolling menus appear throughout the application; and embedded video means that users can access corresponding articles and videos at the same time. “The AFP iPad application enables users to discover AFP content in a variety of different ways, all of which are intuitive to the end-user,” Otman Meriche says. “This app delivers a high level of technology while providing access to enormous amounts of AFP articles, images and videos.”

PayWizard adds voucher payments and p2p transfers paywizard, the provider of payment solutions to the digital TV industry, is adding a voucher capability and free account-to-account transfers to the already highly functional PayWizard payment and monetisation platform. Content owners and other merchants can now generate and manage vouchers, including merchant-specific promotional vouchers, which can be usage or time limited. The viewer is thereby encouraged to spend that voucher or, depending on the merchant’s preferences, the voucher can be stored in the account for later use. Vouchers can be partially used with the balance ready for the next time the viewer makes a purchase against the relevant merchant. These vouchers facilitate an entirely new class of consumer promotion, including point-of-sale impulse purchasing and consumer-to-consumer gifting

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COMMENT

iPhone5 cometh... ... and “so what?” we cry. Is it really going to change anything or is it just Apple finally getting its hands on what The Daily Mash calls “the last of the money? so iphone 5 – and at least one other new iPhone (the 4S? A mini iPhone? An iPhone that makes the tea?) – are set to hit the streets on or just before 14 October. While this is headline news, it sort of belies the fact that there are many other devices now that aren’t iOS based out there and all of them are consuming content and interacting with media. So why is everyone so fixated? Well, the iPhone sort of sets the bar. And let’s face it, most people in our industry either have one, have an iPad or have both. Its what we set all services by and what generally gives the best user experience. But as we enter a world where everything is web-based and where consumers are looking more and more at how to interact using social media (not to mention a world where we are running out of money), the device is starting to become immaterial. So long as it can run Facebook, Twitter or Google+, then media companies, brands, retailers and everyone else who wants to engage with consumers can happily do so. Hell, you will soon even be able to pay using social. This is the kind of thinking that will prevail at World Telemedia Amsterdam on 12-14 October (see page 18): where how to engage is more important than on what device we engage. I will of course get iOS5 as soon as I can. I will probably get an iPhone5 eventually, but I am starting to wonder as to why. Maybe I should just cut my loses and get a Kindle Fire? Decisions, decisions... Editorial Editor Paul Skeldon paulskeldon@me.com | Sales & Marketing info@telemediamagazine.com | Production Director Annika Micheli annika@telemediamagazine.com | Publisher Jarvis Todd jarvis@telemediamagazine.com To subscribe, please go to www.telemedia-news.com What we’ve been listening to Skying, The Horrors | What we’ve been amused by Crouching Tramp, Hidden Pound | Who we’ve been following Muammar Ghaddaffi (well news of him) | What we’ve been reading about Recession 2| October 2011 will bring... World Telemedia Amsterdam


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INDUSTRY

Fraud

In Kwak we trust With fraud a growing drain on both revenue and reputation, Kwak Telecom is tackling the issue to make PRS a better place. We talk to Josef Bruckschloegl, Chief Operating Officer at Kwak about what it is doing

Kwak COO Bruckschloegl: fighting fraud

fraud in PRS and telemedia is nothing new, but as the industry becomes ever more useful to the likes of media companies, TV companies and other mainstream activities, so the need to protect its reputation grows. And leading the fight against fraud – and preserving the reputation of telemedia in the modern era – is Kwak, which has invested heavily in making sure it can cut fraud to a minimum and make the industry truly mainstream. Telemedia-month caught up with the company’s Josef Bruckschloegl to find out more ahead of the special panel at World Telemedia Amsterdam on 12 October about this very issue. Telemedia-month: Can you give us an example why we should consider Kwak as one of the good guys? Josef Bruckschloegl : We are an industry leader in fraud prevention and also in the documentation of fraud cases. Our customers can rely on us fighting for their payment if we are convinced that traffic was not fraudulent. But they also can rely on being charged back if they are sending crap. We are reliable. TM: You have hired extensively and

invested heavily in staff and technology to spot patterns that might be fraud: what is the ROI? JB: To lead on fraud prevention we have to make sure we spot fraud – old kinds and look out for new kinds – and that takes manpower and technology. But the bottom line is that it helps to clean up the reputation of PRS internationally and domestically and so we get more traffic from media companies and broadcasters who are not put off from using PRS. TM: You are one of the few industry leaders who have, frankly, committed to supporting arbitrage traffic – why so? JB: I personally consider arbitrage to be an extremely important part of the international telecoms market, because it helps to clean mispricing out of the market. In both the retail and in the wholesale markets we are seeing price dumping in the last years. Arbitrage swaps out prices that are too low. And in a long term view this is extremely important for the health of the overall market. TM: Isn’t this a rather prosaic cover for a very materialistic motivation? JB: We are out there for one reason: to make money. And because our customers believe in our ability to earn money they are joining us. Yes arbitrage traffic is very welcome with us – the more the better. TM: So can you give us a definition where arbitrage ends and fraud begins? JB: That’s quite easy. With arbitrage you always pay for the traffic on the market. You make your margin by buying the traffic cheaper than the payout for the number is. Fraud means stealing and not paying for the traffic. Like hacking a PBX. There’s a big difference. TM: Kwak Telecom is one of market leaders for international PRS. What about your activities in the field of

Domestic PRS? JB: We have always had a great reputation internationally as being fast and agile to adapt and deliver, so we think it is time to bring this expertise to bear on the domestic market. So, in spring this year our board decided that we want to put more resources into this field and we assigned Dieter Krebs to build our Domestic PRN unit. We could achieve good progress and are growing. Our experience from international business really helps and customers wonder how convenient domestic PRN business can be done. TM: You started your career as at Telekom Austria, becoming director of e-commerce at the age of 21. How do you end up in the premium rate industry? JB: Because I’m loving the suspense of the business. It’s the fastest and most intense field of telecom industry and it has a lot of trading like known in investment banking. You have to be very quick in decisions and in evaluating risk. TM: Is this complexity of the business why you hire staff with a university education? JB: No. Some of our best people have not been to university. But we are a service company and we realize that without the best people we cannot be the best firm. TM: There are Indians, Arabs, Chinese, Americans and Europeans in your team. Is Kwak the prototype of a global medium sized company? JB: Indeed we are. We are servicing customers in more than 50 countries. They appreciate to have counterparts at Kwak who understand their language and their culture. And for me it’s really inspiring to work with top talents from around the world. >>Click here to register for World Telemedia Amsterdam>>


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INDUSTRY

Charity

Giving it up Paul Skeldon reports from AIME’s second technology in charity conference in London mary michell was born and made an orphan on the same day, 12 January 2010. A wall collapsed on her mum and dad shortly after birth as a major Earthquake struck Haiti. In 35 seconds 220,000 people died. 3million more were affected. 620,000 made homeless. 600,000 more displaced to rural areas. Mary Michelle survived. Her grandmother reached in and saved her from the ruins of her home. Every road was a mountain of rubble. Her grandmother climbed over it and the bodies and got her to a UNICEF feeding centre, which has fed her ever since. Every penny that funded that came from people all over the word giving small amounts – often through SMS. “On 12 January 2010 at 21:53 I got an SMS alert from GDAX – the global disaster awareness network – to say an earthquake had hit Haiti,” says Michael Newsome, Director of Individual Giving at UNICEF. And both how he was contacted and how the relief effort was effected – not to mention how we work on the ground in the devastated country – shows just how much technology, particularly mobile, is impacting the charity sector. Charities are all about giving and many of those at the AIME’s Empowering the Charitable Sector with Technology event in London in September are looking at how to use technology plays an holistic role in engaging the public, helping them share, generating new – and more – donations, as well as what it can be used for on the ground where charities work. There is, to coin a phrase, everything to play for. “Technology is incredibly important to the charity sector,” says AIME event sponsor Richard Craig, Chief Executive of the Charities Technology Trust (CTT), a body that looks to help keep the third sector up to speed with technology and what its impact on charities may be. “Most people now live a mobile life, and work in a mobile way, so mobile is increasingly becoming something that charities need to look at – not least how to use the technology to engage and, ultimately, get people signing a direct debit.” And with the work that CTT is doing

with AIME in the UK – as well as with consumers voting with their thumbs – the message is getting through the charities. “Haiti was the turning point when UNICEF realised the scale of what mobile can do – not just in reconnecting the phones in Haiti, but in delivering all these small donations,” Newsome. “There is something in this mobile lark – thanks to its scale: 4 billion people worldwide have one. Traditional charity channels have been falling, but we have found that most people would want to give through SMS, especially at the young end of the spectrum. “ Newsome believes that, currently, UNICEF uses mobile in 41 ways. “We use mobile vouchers in Africa to deliver money to people; we use it all over the place to deliver health care and child protection information – not least cholera in Haiti. We also do drought monitoring in Ethiopia, to get try and get early warning system in place to prevent the effects of drought spreading. Mobile is very important and getting more important.” While Newsome paints an interesting picture of how mobile and comms technology is being used on the ground with charities, many of those at AIME’s event, are looking at how mobile and social media are coming together to create new ways of letting people donate, as well as becoming the channel of choice for getting the often hard to reach teenage demographic – the donors of the future – to get involved. “Technology is very important to Comic Relief, as it not only lets our viewers engage with us and donate, but it can also help us run our business more efficiently,” says Marcus East, CIO, at Comic Relief. “But using it to engage young people is becoming even more important. And mobile and social networks is how kids want to do things.”

East stresses that mobile’s role is becoming increasingly important to his organization as many kids are using mobile while watching TV – and so it is vital to look at how to get them to engage with the charity on the night using this channel. Now mobile in charity can deliver many things, but mostly it is being looked at right now as a means of getting donations – either from the hard to reach young audience who no longer read newspapers or want to be ‘chugged’ in the street, or from getting regulator donors to donate more on a spontaneous basis. Mobile here provides a clear donation channel for charities: the built in billing mechanisms of mobile and the fact that now mobile PayPal also works – something not lost of Comic Relief – means that mobile can be used to make the act of giving pretty simple, which appeals greatly to the charities. Oisin Lunny, senior market development manager at OpenMarket used the event to point out just how simple mobile – thanks, in part to OpenMarket’s technology – was making donating. “Thanks to the work we have done to get VAT agreed and to get all UK operators to give all the money over to charity, we can now offer donors the ability to send a short word to a five digit shortcode and donate. A message comes back and a simple reply then allows for them to give gift aid too. It makes it very simple for people to do.” The technology provided by companies like OpenMarket also means that charities can start a dialogue with their donors and engagement them on an on going basis. This is what today’s consumers want, says CTT’s Craig.


INDUSTRY

Marketing

Hip to be square QR codes are rethinking how consumers use mobile to interact, and brands have not been slow to adopt them. But how can you make yours stand out from the crowd? Bob Bentz from ATS, explains perhaps you’ve seen them on a business card, an M&M’s magazine ad, in Times Square, or even on the bikini bottoms of a British beach volleyball team. They are those little square boxes with the black and white squiggly patterns inside of them. They look like a miniature crossword puzzle on steroids. Scan them with your smartphone and, hey presto, you get something back immediately on your cell phone. It’s the latest mobile marketing craze and they are called QR Codes. A QR Code is a specific matrix barcode that is readable by bar code

readers that are easily downloaded to smartphones. QR Codes have been popular in Japan and Korea for many years, but marketers in North America are just beginning to realize their potential. When a user scans a QR Code with his smartphone, he might receive a video about the product, more detailed information than is available on the packaging, or even a shortcut to download an app. Virtually anything that you can put on a web site can be received when a consumer scans the QR Code. It’s easy to see why savvy marketers are using them.

According to the first ever study of their use by ComScore, 14 million Americans used a QR Code in a recent month. That’s 6.2% of the total American mobile phone population. Users tend to be young adults (53.4%), male (60.5%), and high income (36.1% earn $100,000+). Simply put: QR Codes are most likely to be used by the market segment that advertisers covet the most. While QR Codes are certainly sexy and fun to use, marketers should not rely on them exclusively for their promotion. For most marketing efforts, it is important to also offer a text message


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Marketing

marketing promotion as well since texting provides far greater penetration, at least for now. One of the other raps against QR Codes is that ordinary black and white codes don’t provide sufficient branding. One company’s QR Code, therefore, looks like all of the others. Some

companies are alleviating this concern by the use of “Custom QR Codes” which provide the company logo or brand within the QR Code itself. ATS’s QR Codes, products and organizations can brand custom QR codes with easily recognizable logos and graphics. This gives added emphasis to the QR code and enables it to better represent the brand or product and stand out in the advertisement to secure larger amounts of scans from consumers. “One of the raps against QR codes has been that it is nothing more than a square box of squiggly black and white lines that don’t represent one brand over another,” explains Bob Bentz, president of Advanced Telecom Services. “Custom QR codes are able to enhance the look and feel of the customer interaction.” According to Bentz, custom QR codes have been one of the most talkedabout mobile marketing products in

the last few months. Companies are using them mostly because of the unique design. And, they are enhancing the promotions with a mobile web site that shows up better on the smaller screen of the mobile phone. “It is important to look like your brand from the outside and the inside,” added Frank Mazza, lead designer for Advanced Telecom Services’ QR code division. “A custom QR code does just that.” Sometimes it’s hip to be a square. And to prove the point. Bib Bentz will be speaking at World Telemedia Amsterdam on 12 to 14 October on how QR codes can be used in retail and other sectors to increase mobile marketing efforts. >>Click here to register for the show>>


INDUSTRY

EXHIBITION, WORLD TELEMEDIA AMSTERDAM SEMINARS & NETWORKING 12-14 OCTOBER 2011 HOTEL RENAISSANCE, AMSTERDAM

Recession? What recession? Despite the global recession – or depression if you are of a pessimistic bent – the telemedia business across Europe is booming. In the UK alone, PPP estimates the PRS market to be worth about £816millon. In Germany it is a billion Euro business, and we are seeing growth across all European markets. Slow growth, but growth nonetheless. But recession is often a good thing for the telemedia industry. People don’t have the money they did to spend on big ticket items, but the gloom and despair of having to go without the big ticket items usually drives people to have a bit of a fluttered on micropayment-based services. In recessions past that meant adult chat lines, but here in the 21st Century that means interactive media, social gaming, mobile gambling, mobile and online shopping and, believe it or not, charity donations. And adult chat services. In fact the full gamut of micro-billable services that you can possibly imagine that can be accessed from a mobile, a phone or online are now all generating significant traffic and revenues. Which is why World Telemedia Amsterdam (12-14 October) has joined forced with World Intertainment to put on two events in one, seeking to bring together the whole telemedia and European online communities from around the world to talk shop, learn about new services, technologies and trends and to, of course, mingle, network and do deals. The central pillar of the event(s) is as ever the conference, which brings together a host of European speakers and panelists to offer a truly international take on what is happening in the telemedia world in terms of interactive media services, interactive and p-TV, social media, retail, m-commerce, billing and payments, as well as offering special insight into international networking, fraud prevention and of course regulation and legal issues. Speaker from some of Europe’s leading telemedia SP brands will be on hand, along with network operators, media companies, retailers and developers to bring you the most up to date view of how your market is going to look in the coming 12 months. On the next few pages we offer a view of the conference and more to guide you round the show . For more details on all this as it develops, on the speakers and more, go to www.wtevent.co .uk. See you in Amsterdam.

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telemedia issue 29

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INDUSTRY

EXHIBITION, SEMINARS & NETWORKING 12-14 OCTOBER 2011 HOTEL RENAISSANCE, AMSTERDAM

dayone daytwo WORLD TELEMEDIA AMSTERDAM

15.00 – 17.00

INDUSTRY SUMMIT FRAUD PREVENTION

Perhaps the biggest issue facing the telemedia industry –both your business and you personally – is fraud. Our panel of experts from across the value chain will look at solutions to new media fraud, learning from European best practice as we pull together the whole industry to meet this challenge Stephane Allimant, Atlas Interactive Josef Bruckschloegel, Kwak Telecom Lee Campion, O-Bit Telecom Mike Charlesworth, Mediatel Luke Blackwell, Carrier Solutions

15.00 – 17.00

INDUSTRY CLINICS EUROPEAN LEGAL & REGULATORY UPDATES

Hear from leading regulators and governments from key markets around Europe on how the changing face of communications is calling for a radical overhaul of the way web, mobile and PRS are regulated – and learn what you need to be ready for Including Q&A session featuring PPP Action4 FST Ofcom

WORLD TELEMEDIA

EXPLOITING THE VERTICALS: 10.00 – 10.30

SETTING THE SCENE EXPLOITING THE VERTICALS What telemedia is doing successfully across vertical and regional markets and cross-pollinating ideas – the theme for the next two days Keynote Speaker TBC

10.30 – 11.30

THE INTERACTIVE MEDIA OPPORTUNITY

10.30 – 10.45

PRESENTATION WHAT THE CONSUMERS WANT Darren Mark Noyce Founder, SKOPOS

10.45 -11.00

PRESENTATION HOW TV CAN MONETISE FACEBOOK Stephen George, Orca Digital

11.00 – 11.15

PRESENTATION MAKING ADVERTISING INTERACTIVE Speaker TBC, Mojiva

11.15 – 11.30

PRESENTATION MOBILE MARKETING FOR ENTERTAINMENT Tom Horsey, Crazy4media

11.30 – 12.00

COFFEE & NETWORKING

12.00 – 13.00

THE GAMING, GAMBLING AND EVENTS MARKET OPPORTUNITY

s s s s s s s

5NDERSTANDINGANDMONETISINGSOCIALGAMES 7HEREONLINEGAMESBECOMEAMOBILEBILLINGOPPORTUNITY 'AMIFICATIONOFCONTENTANDMARKETING 'AMBLINGCOMESINTOITSOWN 4ELEMEDIAATLIVEEVENTS 4ECHNOLOGYANDDEVICESnANDTHEIRIMPACT #ASESTUDIESFROMACROSS%UROPE

12.00 -12.10

PRESENTATION GOING LIVE

How to make interactive services at live events actually work Lee Booth, CEO, IMT

12.10-12.20

PRESENTATION TWITTER AND SPORT: THE PERFECT ENGAGEMENT? Eilidh Donaldson, TweetSport.co.uk

12.20-13.00

PANEL DEBATE

featuring Bob Bentz, ATS Lee Booth, CEO, IMT Eilidh Donaldson, TweetSport.co.uk

24

13.00 – 14.00 telemedia issue 29

LUNCH


EXHIBITION, SEMINARS & NETWORKING 12-14 OCTOBER 2011 HOTEL RENAISSANCE, AMSTERDAM

TELEMEDIA AT THE HEART OF BUSINESS 14.00 – 14.50

STRATEGIES FOR DEVELOPING MEDIA, MARKETING AND CONTENT SOLUTIONS

15.45 – 16.00 PANEL

Andy Rogers, Enteraction

s 4ELEMEDIADRIVESM COMMERCESERVICES s 4RAVEL TICKETINGANDCOUPONS s 4HEROLEOFINTERACTIVESERVICES s -AKINGSALESFROMMOBILEMARKETING s )N STOREEXPERIENCE s 3ELLINGONLINEWITHMOBILEPAYMENTS Stephen Upstone, Velti Michiel Verberg, Whatser Bob Bentz, ATS

14.10 – 14.20

16.00 – 16.30

14.00 – 14.10

PRESENTATION MONETISING MEDIA THROUGH VIRTUAL GOODS VIA GAMES AND SOCIAL VOTING PRESENTATION MOBILE SOCIAL: THE KEY TO MARKETING INTERACTION? Michael de Souza, Vice President (Media), BuzzCity

14.20 – 14.30

THE POWER OF THE BARCODE

How to use 2D barcodes to start the interactive journey Speaker TBC NeoMedia

14.30 – 14.40

SING WHEN YOU’RE WINNING How mass calling is making a record for heroes Lee Booth, CEO, IMT

TEA & NETWORKING

16.30 – 17.30

TELEMEDIA ESSENTIALS

The latest developments in s #HAT s $ATING s 0SYCHIC(OROSCOPE s !DULT s ,IFESTYLE#OACHING s .EWSERVICES s 4ECHNOLOGYANDDEVICESnANDTHEIRIMPACT s #ASESTUDIESFROMACROSS%UROPE Speaker line up TBC

14.30 – 14.50 PANEL DEBATE

s 4HEMEDIAWORLDSCHALLENGESANDDEMANDSnANDHOWTOMEETTHEM s 7HATMARKETEERSWANTFROMMOBILE s %VERYTHINGISCONTENTnSOWHATWORKSWHERE s 7HEREDEVICE LOCATIONAND@SECONDSCREENINGDRIVEBUSINESS s 4ECHNOLOGYANDDEVICESnANDTHEIRIMPACT Andy Rogers, Enteraction Michael de Souza, Vice President (Media), BuzzCity Lee Booth, CEO, IMT Speaker TBC NeoMedia

15.00 – 16.00

OPPORTUNITIES IN RETAIL

15.00 – 15.15

PRESENTATION WHAT OPPORTUNITIES EXIST IN M-RETAIL NOW THAT IT IS MAINSTREAM Looking at research into consumer behaviour around m-retail and m-commerce, we find out what opportunities m-commerce offers Stephen Upstone, Velti

15.15 – 15.30

PRESENTATION SOCIAL RETAILING

How Dutch start-up Whatser has cornered the market in using mobile social media to drive footfall and loyalty Michiel Verberg, Whatser

15.30 – 15.45

10.00 – 13.00

SEARCH ENGINE OPTIMISATION FOR THE ENTERTAINMENT INDUSTRY

s 5NDERSTANDINGWHATCUSTOMERSARELOOKINGFORxANDONWHAT platform s (OWTOBESTINVESTYOUR3%/BUDGET s 'ETTINGROUNDISSUESWITHADULTSEARCHTERMS s -AKING3%/PAN %UROPEAN s 4URNINGONLINE3%/INTOMOBILE3%/ s 'ETTINGTHEMOSTFROMYOUR3%-BUDGETANDEXPLOITINGFUTURE developments Full Speaker line up to be announced

14.00 – 17.00

WHERE NEXT FOR PRINT MEDIA IN THE ENTERTAINMENT SPACE

s 4URNINGYOURPRINTBUSINESSINTOAMULTIPLE PLATFORMBUSINESS s ,EVERAGINGSOCIALMEDIA s 7HERETHEWEBMEETSMOBILEANDBEYOND s !PPSVERSES- WEB s 7HATCONTENTFORWHATDEVICE s 'ETTINGBETTERADVERTISINGREVENUESFROMNEWMEDIA s "ILLINGTOOLS s 4RACKINGYOURUSERS Full Speaker line up to be announced

PRESENTATION CUSTOM QR CODES

What they are, how to use them and how they fit into the marketing mix for m-commerce Bob Bentz, ATS

telemedia issue 29

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EXHIBITION, SEMINARS & NETWORKING 12-14 OCTOBER 2011 HOTEL RENAISSANCE, AMSTERDAM

daythree WORLD TELEMEDIA

RISING TO THE CHALLENGE: TELEMEDIA BILLING, M-PAYMENTS & NETWORKING 11.00 – 11.50

TELEMEDIA BILLING IN THE INTERACTIVE WORLD

s s s s s s

$OES023STILLHAVEAROLE #UTTINGOPERATORMARGINS $EVELOPINGCROSSBORDERBILLING 023ANDIN APPBILLING 023ASAMARKETINGTOOL 4ELEMEDIABILLINGANDINTERACTION

11.00-11.15

PRESENTATION SMS BILLING LIVES ON

!LOOKATHOW03-3ISBECOMINGCHARGE  MOBILEAND4RANSACTIONAL 3-3BILLINGFORGOODSANDSERVICES Danny Marino, txtnation

11.15 – 11.50 PANEL DEBATE

12.00 – 13.00

USING NEW BILLING AND PAYMENT SOLUTIONS TO EXPAND YOUR BUSINESS

s 7HATNEWBILLINGTOOLSAREAVAILABLEnANDHOWYOUCANEXPLOITTHEM s 7ORKINGWITH!PPLE 'OOGLE !MAZONANDTHENEWBREEDOFSALES channels s 5NDERSTANDINGHOW- 0AYMENTSANDM WALLETSWILLCHANGEYOUR business s 7HERETOFITINWITHBANKS OPERATORSANDMERCHANTS

12.00 -12.15

PRESENTATION TODAY’S M-PAYMENTS LANDSCAPE AND WHAT WORKS FOR YOUR BUSINESS A look at where m-payments is right now, what consumers want and how to implement it Gavin McConnon, BoxPay

12.15 – 13.00

Panel line up TBC

PANEL DEBATE Panel line up TBC

13.00 – 14.00

LUNCH & NETWORKING

14.00 – 15.00 11.00 – 13.00

ONLINE AND MOBILE MARKETING STRATEGIES

s #REATINGWINNINGADFORMATSONLINE s EXTENDINGADVERTISINGANDMARKETINGTOMOBILE s ,EVERAGINGSOCIALMEDIA s 7HERETHEWEBMEETSMOBILE s #REATINGTHERIGHTCAMPAIGNSFORTHERIGHTDEVICESANDUSERLOCATION s 'ETTINGBETTERADVERTISINGREVENUESFROMNEWMEDIA s -AKINGITINTERACTIVETOOLS s 4RACKINGYOURCLICKS Full Speaker line up to be announced

14.00 – 16.00

THE EVOLUTION OF TV ON NET AND BEYOND

s #REATINGWINNINGFORMATS s ,EVERAGINGSOCIALMEDIA s !PPSVERSES- WEB s 7HERETHEWEBMEETSMOBILE s 7HATCONTENTFORWHATDEVICE s 'ETTINGBETTERADVERTISINGREVENUESFROMNEWMEDIA s "ILLINGTOOLS s 4RACKINGYOURUSERS Full Speaker line up to be announced

CAPITALISING ON DOMESTIC AND INTERNATIONAL NETWORK CAPABILITIES s 5NDERSTANDINGTHEEVER changing world of network infrastructure s #HOOSINGTHERIGHT networks for your business and routes for your service s -AKINGTHEMOST of the wholesale exchanges for voice and data s .EWGENNETWORKSAND platform technologies for resellers and brokers s 4HEAFFECTSOFLOWER termination rates and the importance of value added services Stephane Allimant, Atlas Interactive Josef Bruckschloegel, Kwak Telecom Lee Campion, O-Bit Telecom Bob Bentz, ATS

For the latest information about the event and how to sign up

26

www.wtevent.co.uk

telemedia issue 29


Telemedia Industry Directory Kwak Telecom Ltd

EG Telecom

Leading provider of International payouts numbers & domestic premium rate numbers

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

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

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

Oxygen8

Advanced Telecom Services

Global Billing, Communication & Mobile Services from Worldwide Offices

900 numbers, premium sms, telemedia, mobile marketing, dating, audiotext, IVR

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

Skype : ballparkbob

tyntec

Viatel

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

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

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

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

Paul Markham

Dimoco

Paul Markham content provider for Mobile Phones and iPods.

DIMOCO is the international mobile payment and messaging transaction partner

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

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

telequest & Internet Solutions GmbH

Cellcast

!!! Domestic Numbers Worldwide !!!

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

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

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

Global Telecall

Text121Chat

Provider of quality wholesale & retail telephony applications.

Premium Rate Operators Services

Contact: 0800 031 9141 or email sales@globaltelecall.com www.globaltelecall.com

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

ImpulsePay

C3 Ltd

ImpulsePay is the fastest growing provider of Payforit.

A PCI compliant technology and application provider for VAS operators

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

Goodman Associates Goodman 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

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

Get your company listed here Contact Jarvis Todd on Tel +44 (0)8707 327 327 or email jarvis@telemedia360.com


Telemedia Industry Directory BT Agilemedia

International Premiums

The UK’s No.1 provider of participation media and payment services

IPRN, IVR, Live Stats, Audiotext, Highest Payment, Daily Payment, Micropayment, Sierra Leone, Guinea, Somalia

Contact: Email info@agile.co.uk Helpdesk 0800 731 3050

Contact: info@interprems.com, Tel +961 1 795016 www.interprems.com

Orca Digital

Open Market

UK’s leading provider of interactive platforms for mobile, web and TV

Mobile Messaging, Direct Billing, IVR, Video Shortcodes, Location-Based & Mobile Crediting Services

Contact: hello@orcadigital.com // 020 8819 5710 www.orcadigital.com

Text sales to 88600 in the UK. Tel +44 (0) 20 8987 8855 www.openmarket.com/europe

Sundial Telecom

Trodat Telecom

Voice, Fax, Web, WAP & IM integration

Your direct source for the industry’s most reliable international premium rate numbers

Contact: sales@sundialtele.com, +44 1223 238300 www.sundialtele.com

Contact: info@trodat.com, www.trodat.com

Core Telecom

Crazy4Media

Non Geographic Numbers, SMS Services, Call Management Solutions, BT Wholesale, Carrier Pre-select, Indirect Access

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

Contact: t: 0844 504 0000, e:info@coretelecom.co.uk www.coretelecom.co.uk

Contact: Alex Hind , Tel +34 954 98 08 48, alexhind@froggie-mm.com, www.froggie-mm.com

AdultXpand

24 Seven Communications

adultXpand mobile affiliate program Turns mobile traffic into cash!

Bespoke IVR • VoIP • PSMS • Live Stats WE DO THE LOT!

www.adultxpand.com

Contact: info@24seven.co.uk, Tel 08000 247 247 www.24seven.co.uk

paythru

Fusion Telecom

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

IVR like you’ve never experienced before

Contact: 01494 736008, Email: hello@paythru.com www.paythru.com

Contact: Michelle Marriott, Tel 0207 197 3005 michelle@fusiontelecomltd.com, www.fusiontelecomltd.com

txtNation

Preferred Telemedia

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

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

Contact: Michael Whelan, E. m.whelan@txtnation.com T.+44 (0) 1752 273491, www.txtnation.com

Get your company listed here Contact Jarvis Todd on Tel +44 (0)8707 327 327 or email jarvis@telemedia360.com

Contact: Tel (+961)-1352691, contact@preferredtelemedia.com www.preferredtelemedia.com

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

Contact: Tel: +420 234 718 555, Email: info@agmo.eu www.agmo.eu


Telemedia Month September