Issue 43 • OCTOBER 2013
M-payments gain ground globally as consumers start to get comfortable
THIS MONTH... News
• 250m people to access mobile adult services by 2017... 4 • ... partly driven by lack of filtering on public wifi networks 5 • 50% of UK consumers prefer SMS marketing to any other form... 6 • ... partly because they have the attention span of a gnat 7 • Telefonica opens billing platform to mopay for one click digital buyin 8 • Hutchinson Drei Austria to monetise missed calls with Adaffix 8 • All growth in online sales now comes from mobile – fact 9 • One in three UK consumers now regulary uses a tablet 10
mobile payments is gaining some consumer traction globally, with transactions via mobile jumping 27% from 13.8% of all transactions in April 2013 to 17.5% by the end of August. The bulk of growth comes from users starting to do more shopping on smartphones and tablets, with Europe leading the charge. So finds the latest analysis of transactions running over Adyen’s global payments platform, which carries transactions for, amongst others, Vodafone, Mango, SoundCloud, KLM and PopCap Games. Adyen’s data also reveals mobile’s penetration into various sectors that are traditionally dominated by Point-Of-Sale or online transactions. Travel, which has seen growth in m-payments of 20.5% growing from 20% to 24.1% of all travel-related transactions, with smartphones edging over tablet devices 13.27% to 10.9%. Adyen notes that the travel sector still holds the highest percentage of mobile transaction of any sector. The travel sector has been quick to embrace mobile applications and services that enable shoppers to transact on-the-go. Retail, meanwhile, saw a more modest 16.75% as consumers used their mobile devices for nearly 17.5% of all retail purchases during this period, up from the 15% reported in the previous Index. Tablet use for retail purchases was nearly double that of smartphones (11.63% and 5.85% respectively), indicating a clear consumer preference
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Editorial Hard w**king Britons The UK government is waging war on porn, enlisting ISPs and now banks to police it. This is a worrying crusade says Paul Skeldon 11 OPINION In with the old Everyone designs digital services with the latest handsets in mind. Wrong, says Fadi Shuman, CEO Pod1, you should be thinking old school 12 OPINION Artistic or erotic? This month Rory Maguire takes a look at the how the BBFC’s take over of content rating will work – or not – in practice 19 ANALYSIS Game on for advertising Boom – everyone is gaming! Zapp – but on mobile, not consoles! Zinggg – great news for advertising ad telemedia, says Peter Driessen CEO and Co-Founder of Spil Games 14 ANALYSIS Destination Amsterdam World Telemedia Amsterdam is set to get going in October, but we need your input now. So see what we have planned and stick your oar in 16
The leading industry directory of services 22
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NEWS >>>from page 1 Mobile payments for the larger user-friendly screen when shopping via mobile device. Mobile ticketing purchases for concerts, movies, sports, theatre shows and other events represented 18.3% of all ticketing purchases, up from 15% – growth of 22%. Smartphone use in mobile ticketing was nearly twice that of tablet use (12.1% vs. 6.2%), indicating a strong consumer preference to pay on the spot, avoid queues and receive the electronic ticket directly on the phone to be scanned at the entrance. Mobile digital content purchases – which include books, movies, music, software, and services – increased from 15% to 16.5%. The share of smartphone purchases in this category grew significantly, by more than 25% this period (to 10.9%), while tablet use decreased more than 19.5% (to 5.6%). Adyen attributes this to rising sales of larger-screen smartphones, which are increasingly used for watching films and reading ebooks or news. Smartphones are also more convenient than tablets for downloading and listening to music on the go. Many tablets are only connected to the Internet via Wi-Fi, which inhibits people from purchasing digital goods on the go. Of all the sectors covered, only gaming showed an overall decline in mobile purchases, to 8.5% down from 9%. Smartphones, however, continue to be the platform of choice, representing 6.7% of mobile gaming transactions. The Index also found that the overall percentage of worldwide purchases made using both mobile phones and tablet devices increased during this period (smartphones from 6.5% to 9.2%, tablets from 7.4% to 8.3%). However, in a reversal from the previous Index published in May 2013, tablet devices lost share to smartphones, decreasing during this period from 53.2% to 47.4% – the lowest percentage since May 2012, while smartphone usage increased from 46.8% to 52.6% – the highest percentage since May 2012. A possible reason Adyen puts forward to explain this reversal is a changed behaviour in the summer vacation season, whereby highly portable smartphones are much more convenient for on-the-go mobile
purchases than less portable tablet devices. iOS devices accounted for nearly 75% of all mobile transactions on Adyen’s platform (which equals 13.1% of all transactions, up from 11% in April 2013) and Android devices were responsible for nearly 25% of mobile transactions (4.3% of all transactions, up from 3.1%). Windows Mobile captured 0.6% to BlackBerry’s 0.3%. In the last three months, Windows Mobile grew rapidly, with purchases made from the platform increasing by 20%. With its heavy concentration of mobile users, Europe still leads the world in terms of mobile payment transactions, with 18.16% of all transactions leveraging this channel, up from 15.4% in April. This is an increase of 18% over the four months from May to August. Broken down by form factor during this period, tablets represent an 8.4% share of total transactions in Europe; smartphones 9.7%. The share of mobile payments in North America has also surged, up from 11.2% of all transactions in May to 16.6% in August. Conversely, Asia saw a decline from 12.4% to 11.4%. South America’s mobile payments market is relatively nascent, but the Index recorded that 4.2% of all transactions were made via mobile device in August. In North America, smartphones remain the primary mobile transaction device, taking 10.8% versus 5.8% via tablet. In Asia, tablet use has eclipsed smartphones for payments with 6.3% compared to 5.1%, but in South America tablets reign, taking 2.8% of transactions, double the smartphone figure of 1.4%. “Mobile commerce continued its significant growth with a 27 percent increase in transactions over the last four months and double-digit growth across almost every sector,” explained Roelant Prins, Chief Commerce Officer, Adyen. “As our data sample increases in size and scope, clear patterns for mobile purchases are emerging, such as the increasing importance of tablet for retailers and smartphone payment for the ticketing industry. Armed with this data, merchants can tailor their sales strategies to increase mobile conversions.”
M-payments fail consumers and merchants mobile moneyand payments is failing to live up to the hype and is not delivering anything for either consumers or merchants finds a study by mobile payments company MPayMe. The survey of 1500 UK adults shows that despite the plethora of mobile wallets and well over half of the UK population owning the smartphones needed to use these wallets, less than 10% of smartphone users made a point-of-sale payment. This, believes MPayMe, is because the industry is focused on payments, an area that’s not broken nor in need of being fixed. In terms of merchants, very few are set up to accept mobile payments. As part of the study, MPayMe examined merchants on Oxford Street – Europe’s busiest shopping district – and found that only 7.5% are able to accept mobile payments. According to MPayMe, mobile payments needs to be part of a wider focus on money and lifestyle management. The solutions on offer are also often restricted to a single channel, such as online or in-store, which means customers need multiple applications, while the majority can only be used domestically, unlike most credit and debit cards, and so are of limited overall use and unlikely to replace cards. MPayMe goes on to (rightly) criticize mobile wallets as being unable to actually offer the functionality to replace real wallets and, perhaps most tellingly, being aimed almost exclusively at retailers, despite retail spend making up only a very small fraction of the average household outgoings.
#ADULT 250m people to access adult on mobile by 2017, according to Juniper...
A new report from Juniper Research has found that by 2017, a quarter of a billion people will use their mobile or tablet device to access adult content, such as videos, images and live cams, up by more than 30% on current usage. The report highlighted that this was attributable to an emphasis on high-definition, niche-centric
product, as well as the flourishing availability of mobile-optimised free content. According to the report – Mobile Adult Content: Monetisation, Technologies & Legislation 2013 – 2018 – smartphones and tablets have become key distribution channels for adult service providers, with those at the forefront of the industry ensuring that content is differentiated for and tailored to the increasingly mobile audience. Furthermore, it argued that usage on tablets would be fuelled by the increasing trend towards tablets becoming personal, as opposed to shared household devices, thereby alleviating user concerns that other family members might view inappropriate content. Report author Siân Rowlands observed that ‘Whilst Juniper expects the total number of users of both desktop and mobile adult content to remain broadly consist-
ent, we expect to see continued migration to smartphones and tablets, as more enhanced, tailored content makes its way onto these personal devices.’ However, the report claimed that recently announced mandatory content blocks from leading UK ISPs was likely to restrict future growth in this market, with a drop-off in access amongst casual users. Although network operators throughout the EU routinely impose locks on adult content when users are browsing the mobile web via their cellular network, most access currently occurs via Wi-Fi, where default content blocks are not in place. The report also finds that subscription will continue to be the optimal mobile monetisation model, primarily through sales of niche content. The proportion of mobile adult revenues from adult videochat will grow substantially over the forecast period, at a CAGR of 25%.
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… probably because more than half of free wifi hotspots in the UK allow access to adult while juniper finds a burgeoning market for mobile adult, an investigation into public wifi led by mobile security leader AdaptiveMobile has found that 51% of free hotspots in the UK allow access to adult content. AdaptiveMobile examined wifi filtering measures across the UK and found that one in three UK cafés and restaurants have no filtering in place. Mystery shoppers in London, Manchester and Birmingham attempted to access adult content including pornography, drug- and violence-related websites. The investigation found that more than half (53%) of cafés and restaurants do not have any restrictions in place to block online stores selling knives and swords and four out of five (80%) also granted full access to drug-related content such as ILoveCocaine.com. While all this is good news for the adult industry – and, let’s face it, the major-
ity of grown ups – the fear-mongers at AdaptiveMobile think we should all feel very scared about this. “For every parent across the UK this report will come as an unwelcome surprise,” says Graeme Coffey, Vice President Product Strategy and Business Development at AdaptiveMobile. “In the last two years there have been two convergent trends: a big increase in public wifi or “hospitality wifi” and greater access to smartphones, gaming consoles and tablets with a wifi capability, the kind of device a child could have. Most people will instinctively block adult content when it comes to filtering, but what these results show is that we should also be looking at content related to drugs and violence which are just as harmful but frequently overlooked.” The report examined filtering protocol across cafés, restaurants, hotels, retailers and public spaces. Hotels scored the worst
out of the five categories, with three out of four (74%) not blocking pornography and only one in ten actively blocking online weapons shops. The research was conducted in parallel with a US investigation, the results of which showed that the problem there is far more severe. Three out of four (72%) American cafés and restaurants have no restrictions on access to pornography; more than double than in the UK. “Having filters in public spaces is just as important as other restrictions such as the smoking ban and modesty covers on adult magazines,” says Andy Phippen, Professor of Social Responsibility in IT, Plymouth Business School. “Simply having a filter doesn’t necessarily mean everything is protected. These results should encourage public outlets across the UK to review the wifi services that they have in place and ensure that they are fit for purpose and appropriate for their customers.”
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#MESSAGING 50% of consumers prefer SMS campaigns to other forms of m-marketing... a new survey by mBlox has revealed that 49% of UK consumers prefer SMS and push messages compared to other forms of mobile marketing, including video advertising, banner or standard display ads and email. Furthermore, 45% acknowledge that SMS messages are more persuasive than other forms of mobile marketing and the form most likely to convince them to make a purchase afterwards. The survey, conducted by Millward Brown Digital in eight countries including the UK, USA, Australia, New Zealand, France, Germany, and Spain, also discovered that 70% of UK consumers are likely to engage with marketing SMS messages, of which 66% are likely to engage with geo-targeted SMS messages and 69% are likely to engage with push messages. “These findings show that UK mobile marketers have a tremendous opportunity
to use mobile messaging as a preferred channel for highly personalised, micro-targeted marketing campaigns,” says Michael Becker, industry expert and strategic advisor to Somo. “They also show that marketers should use the channel with care, that trust and message value are critical to consumers, and that marketers must strategically utilize consumer preference, behavior and location data in their design to ensure effectiveness.” Of all the markets surveyed, UK consumers revealed that they receive more text or push messages than consumers anywhere else in the world, with 84% stating they have received a SMS or push notification from a company. Of these, 44% found the content sent to them of value. Furthermore, having downloaded a company app, 78% of UK consumers would sign up for push alert notifications based on their current location.
Globally, the report reveals that 80% of global respondents who downloaded an app from a company would share location data with that company in order to receive SMS or push messages with coupons, offers or deals. Some 59% of global respondents prefer SMS and push campaigns over other forms of mobile marketing. Meanwhile, 58% of global respondents say they would send a text message to a company to request more information and 54 % say they would send a text message to a company to enter a competition. “While UK consumers are slightly more skeptical about SMS and push messages than their global counterparts, it is still one of the strongest tools available to UK marketers. Smarter mobile strategies that utilise consumer preference by including behavior and location data in their design is the key to engaging consumers,” concludes Tom Cotney, CEO of mBlox.
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... probably because they now have the attention span of a gnat, finds study uk consumers are on average spending 30 seconds or less reading or listening to marketing communications, leaving brands with a very limited amount of time to catch their attention – all because they are using two or more devices at once, according to a YouGov poll. There is also evidence buried in the details of the report that these distracted consumers are being so bombarded with marketing messaging from brands that they simply can’t read everything and so turn off. The online survey – commissioned by Responsys, a marketing cloud software and services vendor – quizzed more than 2000 UK adults and found that the practice of dual screening – using two or more technology devices with screens simultaneously – has given rise to a new breed of individual popularly known as the ‘distracted consumer.’
As these consumers move within seconds from Twitter to online shopping to watching TV, they are spending less time reading marketing content from brands. 50% of consumers spend on average between 5 and 30 seconds on incoming marketing emails and 32% spend the same amount of time on marketing texts. Incoming social posts from brands are less likely to be read; 27% of consumers spend 5 and 30 seconds reading tweets, Facebook posts or content posted on other social channels. But the report also indicated that almost half of respondents (49%) receive between two and 10 emails per day from all brands they actively subscribe to and almost a fifth (19%) receive 11 or more marketing emails per day. However, only 8% of them are reading every marketing email they receive, compared to 43% who are reading less than half of emails sent by marketers.
Simon Robinson, Senior Director of Marketing and Alliances for Responsys EMEA explains: “The premise of a distracted consumer creates an interesting challenge for 21st century brands, which have a very small amount of time to engage consumers. Because modern consumers are both more tech-savvy and time-strapped, brands need to look at changing the techniques they are using to engage with customers if they want to be heard above the noise of today’s modern distractions.” ‘Dual screening’ is becoming an increasingly prevalent habit, with 44% of those polled engaging in the practice at least once a week. 25-34 year-olds are the age group most likely to dual screen, with 26% admitting to doing this every day. Unsurprisingly, the older the consumer, the less likely they are to dual screen – 64% of 55+ year-olds stated they have never participated in this modern habit.
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#PAYMENTS Telefonica opens platform to mopay for digital TELEFóNICA has signed a deal with payments company mopay, giving it access to its mighty carrier billing platform, connecting mopay directly to the telco’s subscriber base worldwide. Consumers using mopay can purchase digital goods and services frictionlessly in nine countries where Telefónica Services are currently available and charge the purchases to their phone bill. The integration of Telefónica’s billing platform not only elevates the consumer experience to a new level, but also improves commercial agreements for mopay’s global merchant base. The integration is a valuable addition to mopay’s global carrier network, particularly for the emerging markets of Latin America where the ability to pay via a mobile phone with charge to mobile billing is very popular. The mobile penetration rates of more than 120% versus barely 50% for credit card penetration speak for themselves, and looking at the young demo-
graphics, the imbalance is even more significant. mopay is a clear frontrunner in making payments of digital and virtual goods as easy as possible. Regardless of whether the transaction is initiated via a PC or mobile device, mopay manages the complexity of literally hundreds of carrier connections through an easyto-integrate API, which now includes the full reach of Telefónica globally. The mopay payment process itself is very simple: consumers select mopay when purchasing a digital or virtual item online. Once the phone number has been provided and the user is authenticated, the purchased amount will be billed to the respective mobile phone account. No registration or further information needs to be provided in order to successfully complete the transaction. This simplicity drives conversion rates and makes mobile carrier billing one of the most important payment channels—especially in emerging markets.
#VAS Hutchison Drei Austria to monetise missed calls using ID service mobile Caller identification specialist, Adaffix has partnered with Global MNO, Hutchison Drei Austria, to provide its NameThatNumber service, increasing average revenue per user and retention rates with its Austrian customers. Adaffix’s technology enriches the mobile user experience by identifying any caller by personal or business name after a missed call. It adds the name of the caller to the Missed Call Notification SMS and links to a dedicated mobile site containing more details such as the caller’s address. Users see exactly who has called them rather than an anonymous number that resides outside of a customer’s contact book. Integrated with Hutchison’s existing Call Completion system, NameThatNumber provides an additional top-line revenue stream to operators who bill the service as an add-on to standard tariffs and call procedure. Typically
NameThatNumber is provisioned to the entire customer base and charged at EUR 1 flat fee per month for limitless look-ups, or EUR 0.30 cent per query to reveal any given number identity. Günter Lischka, Senior Head of Marketing at Hutchison Drei Austria said: “NameThatNumber is a great way for our customers to identify and manage their missed calls, introducing a level of convenience that adds major value to our existing services.” Claudia Dreier-Poepperl, CEO and founder at Adaffix said: “Our proven call identification technology has the advantage of meeting two major priorities for carriers: creating service differentiation that builds customer retention whilst simultaneously growing ARPU. The deal with Hutchison 3 Austria is a significant win for us and we are looking forward to rolling out our NameThatNumber service to its customer base throughout Austria.”
#COMMERCE All growth in online sales comes from mobile figures from IMRG and Capgemini reveal , for the first time, that whilst total online retail has averaged around 15% growth, figures excluding mobile have seen a steady decline, flat-lining in Q2 2013. It also reveals that 23% of all online retail sales in Q2 2013 came from mobile devices. In January, IMRG and Capgemini predicted the Index would record annual growth of 12% in 2013, however, driven by the strength of m-retail and its penetration of the UK online retail sector, they have reforecast their prediction upward to 15%. The findings represent a significant change in consumer behaviour, as UK online shoppers migrate from desktops and laptop computers to smartphones and tablet devices. During a roundtable session on Thursday, IMRG and Capgemini presented their findings to a host of leading UK retailers and discussed possible contributing factors to the emerging trend. Those include: • Accessibility: with increasingly affordable contracts, more people and a wider demographic of consumers have access to smartphone technology than laptops. • Convenience: fast and easy to shop online – one click of the button and shoppers are online and browsing. The ease of using a tablet device means that shoppers can casually browse online whilst engaged in other activity, such as watching television –typically, visits via a tablet result in a higher number of pages per visit due to the leisurely nature of the interaction. • Confidence: shoppers are becoming increasingly confident in m-retail, particularly as retailers improve their mobile sites and user experience. • Interestingly, whilst tablet devices account for 85% of mobile sales year-to-date, smartphones have seen a greater rate of growth, year-on-year increasing 210% compared with 130% for tablets during Q2 2013 over Q2 2012. The retailers reported that in terms of defining mobile technology, the lines are becoming increasingly blurred as tablets become smaller, smartphones are getting larger and laptops can be converted to tablet devices. Tina Spooner, Chief Information Officer, IMRG explains: “Online retail is a sector that sometimes receives a strong boost from supporting technology and mobile is certainly providing that at the moment. The latest findings, together with the
continuing trend of triple-digit growth in mobile commerce, provide clear evidence of a culture change in digital shopping. Smartphones and tablets offer the kind of experience the modern consumer wants – quick access, wherever and whenever they want it. Second screening in front of the TV has turned online shopping into a leisure activity that is fully compatible with our home entertainment lifestyles.” Chris Webster, head of retail and technology, Capgemini adds: “As e-retail becomes ubiquitous, the annual growth in the Index has been slowly declining – 18% in 2010, 16% in 2011 and 14% in 2012. However, similar to the impact the introduction of broadband had on the Index in 2006, the access to new technology and connectivity has supported an increase in the rate of growth once again. “The fact that more people are using mobile devices reflects the huge strides retailers have made in user experience and accessibility in m-retail sites. However, we are still only scratching the surface of they ways we will use mobile devices to interact with digital services in our daily lives. Finger print identification available on the latest smartphones will increase trust and personalisation of these digital services.” Neil Sansom, E-commerce Director at Moss Bros believes that “The growth figures emphasise the important of mobile commerce now and going forward. The days of just optimising full version sites are over and retailers are now going to have find new levels of skill to optimise mobile as part of the customer journey. Tracking journeys across multiple devices and giving customers relevant content will be a new exciting challenge for Ecommerce and it is sure to be the next frontier for retailers to embrace.” While Kate Smyth, Director of Ecommerce at Dune told us: “The findings from the IMRG study completely agree with what we have been seeing at Dune, mobile and tablets are becoming the dominant devices used to interact with a brand online. Mobile has been our priority for a while and the possibilities are really exciting. We have a mobile version of the site, developed content designed for touch and we use mobile technology in store to help locate stock and reduce queues - but the roadmap for mobile and tablets is key as the devices become part of every household.”
#DEVICES One in three UK consumers uses a tablet – are you catering to their needs? tablet ownership is fast becoming the norm in the UK, as a sizeable chunk of the population uses such a device at least monthly, and growth has passed the early-adopter stage, according to eMarketer. This year, eMarketer estimates, 20 million people – more than one in three consumers in the UK – will use a tablet. This includes individuals who own their own tablet and use it monthly, as well as people who share a tablet with family members or others and also use the device on a monthly basis. By 2017, the tablet will become a mass-market device with more than half the UK population using one regularly. One reason behind the growing tablet audience is the increased availability of low-end tablet alternatives. Many consumers reluctant to pay for expensive models have not yet adopted tablets. But eMarketer believes that the Amazon Kindle Fire,
along with other tablet alternatives such as the smaller-format Hudl launched by supermarket giant Tesco in late September, will offer cheaper pricing options and boost user numbers. Also, as audiences become more accustomed to going online via mobile devices, they are more likely to become comfortable with tablets. That increasing comfort level could help push tablets past the group of early adopters who first bought and used the devices. The fastest growth in the tablet audience expected for this year will happen among those under 12 and over 65, with higher-than-average increases also predicted for those ages 12 to 17 and 55 to 64. While the bulk of tablet owners are still in the 25-to-54 age range, the distribution of tablet users by age will normalize significantly by the end of our forecast period.
Meanwhile, it’s not all about the iPad. Though 59% of tablet users will use an iPad this year-whether alone or in combination with other tablets-the growth rate for iPad users is expected to be a little over half that of tablets overall. Next year, eMarketer forecasts, the growth rate for iPad users will drop to single digits and stay there through 2017. eMarketer bases all of our forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, countryand demographic-specific trends, and trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.
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FROM THE EDITOR
Penalising the hard w**king people of Britain With an election 18 months away, UK prime minister has declared war on digital porn – with ISPs and Banks now charged with making sure no one can get it easily. But the plan is flawed and has huge ramifications for all aspects of telemedia, says Paul Skeldon funny the lengths (oo-er) some politicians will go to try and get elected. With the economy on the up – along with racism, xenophobia and a lack of compassion – David Cameron should be feeling smug. With Labour virtually unelectable for no other reason than no one likes adenoids and hard working people are all now safe in the knowledge that Milliband senior “hated Britain” (© Daily Mail Group) a Tory landslide should be inevitable. However, to be on the safe side, Dave has decided to declare war on porn. I always thought he was a tosser: clearly not. Clearly only deviants, immigrants, the feckless and the work-shy like that sort of thing. You’d never find a Tory doing anything pervy now would you? Anyway, back at the start of the summer, the government announced that it was going to make ISPs set the web up so that new customers (to start with – us exisiting customers will feel this down the line) had to opt in to get adult services. Now, the government has spent the summer talking to Britain’s banks about how to get them to be able to without hold money earned by companies that fail to stop children accessing porn online. This latest blow to the hard wanking, sorry working, people of Britain has now opened the floodgates for everyone to jump on board the attack on adult. And what amusing reading it makes. An internet security company called AdaptiveMobile did a survey of wifi hotspots up and down the country and found that 51% let anyone access over 18 content. The tenor of Adaptive’s press statements on the back of this was that it meant all our kids were now going to get sexualized and porned up and, and, and… and who knows what. Bearing in mind that the whole research and PR project by AdaptiveMobile was carried out to shill its hardware is distasteful enough, but this attitude that seems to have ejaculated from the pages of the Daily Mail and into the moral code of a nation is horrendously disingenuous. First up, its up to parents to stop kids doing stuff, not the state’s, not ISPs’, not MNOs’ and not AdaptiveMobile’s. Secondly, the media, the advertising industry and profiteering business championed by these very organisations is doing far more to sexualize and harm kids yet no one bats an eyelid. Thirdly, there is no way you can ban porn. Like booze, fags and drugs, no degree of prohibition stops people doing things they like. The latest research by Juniper Research suggests that mobile adult will be regularly accessed by 250 million people a year worldwide by 2017. It’s a service that people want. So why then are the powers that be seeking to put a stop to this enterprising, entrepreneurial, technology pace-setting business? As an easy ‘moral crusade’ that they know no one is going to stand up to – who wants to publically admit they are rampant onanist and that they want more porn? But, can we really let a ephemeral political whim totally destroy – or worse force underground – a multi-billion dollar industry? And what does it mean for chatlines and dating and gambling and all the other things that are ‘adult’ entertainments? We are on a slippery slope and someone has to stop us falling.
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All the news around mobile technology and services centres on the latest handsets – but these make up a fraction of the ones in use. Start designing for the old guard if you want mass market, says Fadi Shuman, CEO, Pod1
it goes without saying that the mobile web is nowadays a crucial part of an ecommerce brand’s armory. Yet recent research suggests there is a danger that large numbers of mobile devices are being ignored by brands when they develop their small screen strategies. July’s Quarterly Web Trends Report by Netbiscuits suggests that the top 10 mobile devices – i.e. the Apple and Samsung Galaxy’s of this world, actually account for only 48% of total traffic, with regional variances across the globe leading to the danger of an increasingly broken experience for users. Drawing data from the Netbiscuits Cloud Platform, which handles billions of global mobile impressions every month, the report discovered that despite the popularity of brand new devices – such as the iPhone 5 which sold five million units in its first week alone last year – that it is older devices that continue to dominate the market. In the US for example, it’s the iPhone 4S that continues to dominate – with a 15.5% of hits on the Netbiscuits platform, followed by the iPhone 4 with 10.5% and the Samsung Galaxy S3 with 3.9%. In the UK, findings are perhaps even more surprising – at the top of the list is the Blackberry 8520 with a 16.8% share, leaving the iPhone 4 and 4s trailing with 8.5% and 12.9% respectively. Even the Blackberry 9300 – long considered overtaken in the consumer market by its Apple and Samsung counterparts in the UK – features in the top ten.
The reason for findings like these lie in the fact that no matter how popular newer smartphone models are, it takes time for them to embed into the marketplace – the top profile on the Netbiscuits platform is the 21 month old iPhone 4S running iOS 6, whereas the newer iPhone 5 is languishing in 13th place. Other findings from the survey suggest the variances in the popularity of Apple versus Android in different territories. For example, in Singapore, 62% of Netbiscuit’s traffic among the country’s top ten devices arrives via Android devices, versus just 45% in Australia. So this present for ecommerce brands with a conundrum: Can they really afford to be ignoring research like this? Well no, not if they want the maximum traction from the mobile channel. So how can they afford to cover the cost then of developing efforts that work across all mobile platforms and devices? For many, the initial step is to deploy server-side web services, or a device database in order to map out which mobile hardware and software platforms customers are using. The main danger is not to simply focus on mobile solutions that will give a satisfying user experience only to those on the latest devices. When it comes to mass consumption on mobiles, its not quite as simple as out with the old and in with the new.
Waiting for the
EROTIC SHOUT OUT
As the IMCB is wound up and the British Board of Film Censors (BBFC) takes over the rating of mobile content, the difference between ‘artistic’ and ‘erotic’ – always a subjective choice – becomes key. Rory Maguire ponders how it may work in practice and whether anything will change if no one complains? its not everyday that I get to see pictures and videos of naked or slightly undressed people as part of my job, but as some of the AIME membership include companies that are involved in some way with the provision of glamour and adult commercial content, we asked the Mobile Network Operators to help AIME and its members understand the differences between the rating body that the MNOs set up in 2003, (the IMCB) and the newly appointed, but widely recognised film rating body, the British Board of Film Censors (BBFC). Twenty AIME members and myself attended a BBFC hosted workshop in late September reviewing glamour and adult visual content to see what the effect of the change would be on the glamour and adult mobile entertainment industry. I was part of the team that helped to set up the IMCB (Independent Mobile Classification Body) some ten years ago when mobiles were just starting to get screens that could show images. With the change over, I was disappointed to see it go and concerned about the recruitment of the BBFC mainly as their current policy is to treat any content designed to be sexually stimulating automatically as 18 rated. The key word here is “designed” and in the eyes of the film maker and not the viewer. The IMCB was set up and funded by the MNOs to provide rating guidance to the fledgling visual content industry on what content would be considered to be only suitable for adults (over 18) and by self-applying this rating, commercial content could then sit behind the mobile operators age verified access control systems. If a content provider disagreed with the MNOs rating guidance, then the IMCB would arbitrate. To my knowledge, a very small amount of content was debated in ten years, the providers put their adult visual content behind the access controls and left their glamour content where anyone could access it. Just like the traditional magazine stand display of mid-shelf and top-shelf, it worked. As a self regulatory facility (although run under contract to the MNOs by PhonepayPlus), it was a shining model of how things could be done. It was not broken. To help providers self-rate their content, a set of rules was established which left providers with no room for “interpretation”. As handsets developed and more consumers became big screen enabled, it was not the commercial content that caused issues, but the freely available internet content that led to the resulting government concerns over the sexualisation of children. Despite the networks best endeavours to apply internet filters to help prevent access to internet adult
content, any savvy teenager could just switch their smartphone to wifi and browse free porn all night long. But not the commercial (premium rate) content as this had self-rated controls over it. Ten years later, and probably because the IMCB was not widely recognised by government despite its good record, the MNOs have moved their ratings body to the BBFC. While the BBFC is very experienced in rating the film industry and has provided significant expertise to other content producers, there is a big difference between a 90 minute film containing brief moments of nudity contextual to the story line and a two minute glamour video promoted through Google advertising using virtually every pornographic term known to mankind. The workshop was initiated by AIME in September to attempt to understand if this move was a bad thing or good thing for our members in the adult and glamour entertainment industries. The BBFC is clear in its guidelines for the distinction between “glamour” and “sex works”, the latter being only for adults. If the content’s primary purpose is for sexual arousal, then it is a sex work. However, the context stretches to the site / service that the video is on and in some way towards the promotion. Any content, that is designed either by promotion, service or the content itself for sexual arousal will be considered to be adult, even if the content itself falls short of being erotic. A great example of the potential for confusion was a video clip we were shown providing a close-up shot of the cleavage of a fully dressed female, running on a treadmill but in slomo. To the workshop audience, this was either a very good lesson in physics, showing both the effect of gravity on the human body and Newton’s law of equal and opposite reactions, or it would feature well in a Benny Hill sketch (showing my age!). However, the content was rated by the BBFC as 18 as the producer had designed it as a sexually stimulating video and it featured the cleavage only. In another example, a fully undressed sleeping woman, which would have been rated as “adult” under the old IMCB rules, was rated by the BBFC as “not adult” as the pose was artistic rather than erotic. With a potential 3 million “glamour” videos available in the commercial content industry, either someone has to look through them all to see if the intent was erotic or artistic and whether the promotion and positioning moves it from artistic to erotic. Alternatively, I suspect the industry will leave everything alone, carry on under the old prescriptive rules and wait for someone to shout.
For advertising? While everyone has gone mad for games – not least my three year old son – it has been on phones and tablets, rather than consoles. Bad news for console makers, great news for advertising and marketing – and telemedia, says Peter Driessen CEO and Co-Founder of Spil Games the wide reaching popularity of games such as Angry Birds or Candy Crush, coupled with the rapid adoption of tablets and smartphones in several markets have ensured that gaming is now available everywhere and very much part of our everyday lives. On top of this, the quality of online games is improving rapidly, encouraging people to spend more and more time playing them. Gaming is now a much more mainstream activity and can no longer only be associated with lone teenagers hunched over consoles while locked in their bedrooms. In fact, today’s gamers play everywhere and at all times during the day. They might start on their smartphones while commuting to work, continue on their desktop or laptop during the work day, and go on playing on their tablets at home in the evening. With iPads and other mobile devices (particularly Androidbased systems) becoming cheaper and more widespread, and their users seeking out more and more opportunities to play games, in-browser gaming is exploding. In response, game developers are improving the in-game experience available on PC and touch devices, and as such, people are tending to play less on consoles. Looking further ahead, it’s inevitable that more devices will develop to support this growing area and browser or app-based games will draw in the mass market as they offer the easiest entry point into gaming. This is not to say that console gaming will disappear entirely. Traditional console games still offer the best in-depth experience for things like one-person shooter games. But for puzzle games, racing games or other similar types of “bite-size” games, the quality is so good on PC or mobile that people are unlikely to look to consoles for similar gaming experience. There are even 3D worlds, such as Minecraft, coming up for PC and mobiles, which clearly demonstrates how much the experience is improving. While this may seem like bad news for console manufacturers and the companies that produce games for these systems, it’s great news for advertisers. One of the first things we need to do – particularly when talking about gaming from an advertising perspective – is make the distinction between casual and hardcore gaming.
Casual games hold the most interest to brands as hardcore gamers do not want to be distracted while playing their games. We define casual gaming as any game where the only equipment a user needs is a browser and an internet connection. Casual gaming is typically used for short bursts or “snack” moments of entertainment and stress relief. Despite huge growth in this area, gaming is still seen by many as having a niche audience. A quick look at the figures underlines the fact that this is far from the truth. July stats from comScore showed that of the entire internet population of 1.6 billion people, on average 703 million – or 44% – of these people play online games. This percentage is only going to grow as online gaming content becomes more readily available, internet penetration increases and gaming-compatible mobile devices become even more prevalent. Indeed, analysts estimate that the global online and mobile gaming market will show an increase in value of almost 60% by 2016 reaching $46 billion, from $29 billion in 2012. Furthermore, comScore and industry stats in general show that the penetration of online games is something that crosses both gender and age divides. This is also highlighted by another recent set of stats from the Netherlands National Gamers Survey conducted by Newzoo, which showed that there was only one demographic where gaming didn’t have over 50% penetration, and that was men over 50… but even that segment saw 45% penetration. With the growth of online and mobile advertising continuing unabated, the gaming market is likely to become a hugely important channel for brands. According to eMarketer, the US mobile gaming audience alone has continued a steady double-digit growth since 2011 and will reach 162.4 million people by 2015. To put that in perspective, that’s 50.5% of the US population that will actively play games on mobile devices. If that wasn’t enough, gaming sites produce better return on investment for online advertisers. A report by MediaBrix, an ad network for mobile and social gaming, shows that video ads associated with gaming sites generate an average Click Through Rate (CTR) of 3%, which is roughly 30 times higher than the CTR of standard online advertising campaigns (0.10%) and Facebook ads (0.03% to 0.11%).
Essentially, gaming sites are producing better engagement rates with online advertising than other entertainment sites because the audiences are both more engaged and they are spending more time on site. Across our platforms we’re seeing an average session time of around 30 – 40 minutes, with some regions even as high as 50 minutes. Compare this with the average news site where around 80% of visitors are on site for less than five minutes, or even YouTube, which claims an average visit time of around 15-16 minutes, and it’s clear why gaming sites have the edge. People playing games also tend to be in a more positive frame of mind than those visiting news sites or most other types of entertainment sites. The main reasons people visit gaming sites include entertaining themselves, gaining a quick sense of achievement, relaxing, unwinding and looking to get away from things. Because this means they are in a more relaxed frame of mind, they are also more responsive to advertising.
Furthermore, casual gamers often have a strong sense of loyalty to individual games and/or sites and, almost more importantly, they also understand the trade-off advertising offers them, i.e. in order to keep being able to play their game for free, they need to perhaps first watch a video. This means that they are often happy to spend time with a brand—to engage and interact with it. Video, of course, works particularly well in this case as the format is so similar to the gaming environment. The reality is that mobile devices and the internet have transformed the gaming sector. Online casual gaming is now the mass-market media of the day, with broad demographic appeal. With access to a wide range of free browser- and appbased games that are increasing in quality on an almost daily basis, tablets and other mobile device offer advertisers the perfect opportunity to exploit this rapidly expanding market at scale and to tap into a powerful community that is much more than just teenagers locked in their rooms.
WORLD TELEMEDIA AMSTERDAM
BUilding on the success of the Marbella event last spring, World Telemedia Amsterdam is now gearing up to deliver a wider range of insight, learning and case studies for the industry, that this time will see drill down into not only the vertical markets where telemedia can be put to use, but also in looking inwards and the very workings of the industry in turbulent times. Outlined here is the beginnings of the show programme and of course a call for your input to make it the show that you want it to be. This year we are majoring on the issues facing the telemedia industry – particularly the issues around international markets, traffic and of course fraud, crime and arbitrage. We will of course also be looking at how telemedia technology is being used in everything from chat and dating to retail, gaming and marketing. The event will also feature, running alongside it, the second mAdult Summit, looking at how to capitalize on growing numbers of smartphone users if you work in the adult business – both from a content point of view and a billing and service provision environment. LEARN • DISCUSS • INSPIRE Everyone attending the conference at World Telemedia Marbella should leave having learned something new, discussed their key issues with colleagues and been inspired (or inspired themselves) with some of the most innovative uses of technology in the
premium communications space. To facilitate this, we are creating a conference programme that will offer – in three very different environments around the show – the chance to do just this. LEARN Uncover the issues, technology developments and trends that are shaping the tele- media industry, through panels, presentations and the ancient art of conferencing DISCUSS Join your industry peers to discuss, debate and shape the key issues facing the telemedia industry in a series of roundtable discussions INSPIRE Learn from what works and who is doing what innovatively with technology, servic- es and tools of the telemedia trade through a series of case studies, live demos and more on the show floor. CALL FOR PAPERS What we are looking for: • keynote speakers with good ‘state of the industry’ addresses to give • Leading case studies across the topics laid out in the conference programme showcasing new technology and service use, new revenue streams • Key clients within the print, TV, online, adult, Gaming, Gambling, advertising, marketing and retail industries to co-present how telemedia is revolutionising these and all other vertical markets • Telemedia industry experts in international markets, arbitrage, security, fraud, hijacking and business models • Experts in mobile payments.
WORLD TELEMEDIA AMSTERDAM
DRAFT AGENDA DAY ONE TRACK 1
DAY ONE TRACK 2
TELEMEDIA BUSINESS OPPORTUNITIES
VERTICAL MARKET OPPORTUNITIES
STATE OF THE TELEMEDIA MARKET Telemedia services are changing as consumer demands, devices and the way the international telecoms market changes. We kick off with an overview of where telemedia has been and where it is heading – and what opportunities it offers. OVERVIEW PRESENTATION David Ashman, Director of Industry Affairs, AIME PANEL DISCUSSION David Ashman, Director of Industry Affairs, AIME Mark Birkett, Square 1 Communications
SETTING THE SCENE Rob Thurner, author of ‘Winning with Mobile: Creating a Strategy for Mobile Marketing, Mobile Commerce and Mobile CRM’ outlines how everything now revolves around customer engagement and conversion
IPRS & OPPORTUNITIES FOR IPRS IN WHOLESALE MARKETS PRS is increasingly an international business – so how can you exploit it and what are the opportunities and how can you generate more business from them. Our panel of experts and presenters will look at: • International PRS market opportunities • Assessing pan-national regions such as the Middle East for single number services • Arbitrage and traffic security • International SMS payments • How does wholesale affect your IPRS business • How does traffic flows globally.. • .. and how to avoid hijacking • How wholesales markets are changing… • … and what opportunites these changes offer FEATURING Josef Bruckschlögl, Kwak Telecom • Danny Marino, txtNation • Marco Dunhof, telserv • Eric Pomeroy, BFT Enterprises BUSTING THE AFFILAITE MARKETING FOR PRS ISSUES With record fines for the UK industry and confusion as to who is responsible for handling affiliate marketing – and paying for breaches – we get the key players together to discuss the issue. FEATURING PPP • AIME • Louisa Harris, Director, Velti Pay • Representatives from MNOs NEW TECHNOLOGY SCAMS AND FRAUD • What the new frauds are • How to overcome them • The role of regulation • Where technology fraud goes next • Traffic flow and where the jackers fit in • How hijacking works • How to prevent hijacking.
OPPORTUNITIES IN TV, PRINT AND MEDIA • Latest trends in Print, TV, radio and media interaction • Where social media fits in with telemedia monetization • Revenue models • Upselling from freemium models • Exploiting second and third screening • Exploiting online services FEATURING Adam Maxted, VP Sales – media, Velti • Ibs Ali, OpenMarket • Javier Correo, Froggy Media • Speaker TBC, ScribbleLive RETAIL & COMMERCE • Latest trends • Market opportunities for what you do • What retailers are looking for • What consumers want FEATURING Rob Thurner, Burner Mobile GAMES & GAMBLING • What games companies, gambling operators and events companies are looking for • The opportunities in payments, ticketing and service delivery • Market opportunities for your existing tech FEATURING Rob Thurner, Burner Mobile Glen Elliott, Probability Anthony Baladi, Velti PLUS SESSIONS ON: ADVERTISING AND MARKETING • Latest technology • Consumer interaction with ads • Social media • Traditional telemedia in new roles CHAT, DATING & SOCIAL MEDIA • What are the trends in chat and dating… • … and what do they mean for traditional telemedia players? • Where are the new opportunities… • … and how can you exploit these openings? •
CENTURIONS SUMMIT 2013 Digging deep into new tech for the Centurions and the Telemedia industry to share and discover ideas Social Media No smoke and mirrors allowed, only the whole truth and nothing but the truth – Lilach Bullock, Socialable Social Discovery The new way to search (and find!) With the launch of its new discovery app for smartphones, we take a look at how discovery is how you get your services in front of the punters – Romano Toscano, Founder and CEO, Loyd Mobile Mobile Money Creating and using effective mobile money solutions is going to be key to the next wave of m-commerce and payments. Learn where its going from one of the world’s experts – Tim Green, Mobile Money Revolution Panel discussion Our speakers get together to talk about the impact of digital entertainment on the m-commerce market and what opportunities it offers everyone in telemedia and beyond. Featuring Lilach Bullock, Socialable • Romano Toscano, Founder and CEO, Loyd Mobile • Tim Green, Mobile Money Revolution • Tony Pearce, GamesGRABBR
WORLD TELEMEDIA AMSTERDAM
DAY TWO: BILLING & PAYMENTS SUMMIT
THE STATE OF EUROPEAN PAYMENTS Adyen outlines its latest research into how consumers are using mobile payments and sets the scene for the day ahead. Roelant Prins, CCO, Adyen BILLING & PAYMENTS DEBATE It’s all about making money, and billing and payments is what telemedia can really bring to any vertical market sector. Find out: • Latest trends in billing, payouts and billing services across platforms • How consumers are using payments • Where Bitcoins and other virtual currencies fit in • Mobile wallets? Really? • Payforit4 verses other payment tools • where telemedia billing fits in with Apple, Amazon and PayPal WITH Sharan Rattan, Head of Payments, Three • Simon Wingrove, EE • Gary Corbett, Oxygen8 • Speaker TBC, Velti • Chris Cole, OpenMarket • Javier Correo, Froggy Media CHAIR: Tim Green, Payment Revolution BILLING & PAYMENTS DEBATE It’s all about making money, and billing and payments is what telemedia can really bring to any vertical market sector. Find out: • Latest trends in billing, payouts and billing services across platforms • How consumers are using payments • Where Bitcoins and other virtual currencies fit in • Mobile wallets? Really? • Payforit4 verses other payment tools • where telemedia billing fits in with Apple, Amazon and PayPal WITH Sharan Rattan, Head of Payments, Three • Simon Wingrove, EE • Gary Corbett, Oxygen8 • Speaker TBC, Velti • Chris Cole, OpenMarket • Javier Correo, Froggy Media CHAIR: Tim Green, Payment Revolution
WORLD TELEMEDIA AMSTERDAM
NETworking & happenings OPENING EXPO DRINKS Starting as we mean to go on with networking events of the highest quality, all delegates are invited to meet for a welcome drinks reception in our fantastic new venue. Drinks and canapés will be served amidst an expo lounge packed full of commercial talent. 18:30 to 20:00 (16th October) NH Barbizon Palace Hotel, St Olof’s Chapel / Main Expo Lounge INTERNATIONAL PREMIUM’S WELCOME PARTY Delegates can really look forward to seeing how International Premium will top their fantastic opening party in Marbella last year! Early indications are that one of the very best venues in Amsterdam has already been lined up – so look forward to great entertainment, free flowing drinks and wonderful cuisine…. but only if you’re wearing your World Telemedia event pass. 21:30 to 23:30 (16th October) SupperClub - upstairs Sponsored by International Premiums EXPO HOSPITALITY Thanks to the generosity of our sponsors World Telemedia 2013 offers more delegate services, exhibits and hospitality than ever before. Make sure you make full use of the specially designed meeting and lounge facilities and keep an eye out for a feast of complementary food and beverages. Sponsored by Oxygen 8, Telserv EXPO BAR, LOUNGE & VIP HOSPITALITY – IT’S TELECOM 2 TOWERS This year delegates will be wowed by one of the most spectacular bar and lounge areas we’ve ever been lucky enough to have. With no expense spared Telecom 2 promises to create a business networking environment worthy of this magnificent venue. The Expo Bar & Lounge will be open throughout the show, serving a full range of drinks plus free tea and coffee. So arrange your meetings in the lounge area or simply rub shoulders with the people that count - by “doing business at the bar”. Sponsored by Telecom 2 MOBILE LIFE PARTY Expectations will be high that the networking events in Amsterdam will be second to none and we’re delighted that another repeat sponsor will be aiming to build on their reputation in Marbella (2012). Delegates will be invited to enjoy a great hospitality in Amsterdam’s most colourful district. 20:30 to 22:00 (17th October) Player’s Bar Sponsored by MobileLife DELEGATE LUNCH & REFRESHMENT AREAS There’s no need to stop doing business at lunchtime as we’ll be serving all event pass holder a feast of complimentary dishes in our two “café style refreshment areas. In addition to a buffet lunch menu 13:00 to 15:00, a variety of light bites will be served throughout the show – WT continues to feed minds and bodies. 11:00 to 17:00 (16th & 17th October) NH Barbizon Palace Hotel, St Olof’s Chapel / Mezzanine Floor & Main Expo Lounge Sponsored by Kwak Telecom EXPO DRINKS RECEPTION As day one draws to a close everyone is invited to start mingling in the main expo hall for a very Happy Hour of FREE drinking and nibbling! 17:30 to 19:00 Sponsored by ImpulsePay BLIND SPEED NETWORKING – “MOVERS” MEET “SHAKERS” It is not what you know, it’s “who” you know and this very popular event delivers 6 new contacts in just 30 minutes. Forget the simple buyer / seller relationship - this format ensures that you expand your business network and gets you closer to the solutions you’re looking for. Sponsors and exhibitors enjoy guaranteed host “shaker” status - restricted numbers of “movers” need to apply in advance when registering 12:00 & 15:45 (17th October) and 14:30 (18th October) NH Barbizon Palace Hotel, St Olof’s Chapel / Mezzanine Floor / Main Expo Lounge Sponsor: To be announced NEW DIRECTOR’S LUNCH - THE LUNCH HOUR OF POWER! This new event brings together only the most senior representatives from 70 individual companies - for a gourmet lunch with a difference. Only CEOs and directors can enjoy three courses with specially selected wines in the hotel’s award winning restaurant – but don’t get too comfortable as each course will be enjoyed at a different table – with different diners! One representative per company / €70 supplement for non-sponsors 13:00 to 14:00 (17th October) NH Barbizon Palace Hotel Restaurant Sponsor: To be announced
WORLD TELEMEDIA AMSTERDAM
each year it seems another person in our industry feels the terrible effects of cancer, but on the 8th February this year, the Telemedia world felt a collective sense of loss at the news that our dear friend Alex Ruff had died aged 45 after an 18 month battle with cancer. Alex had been the life and soul of numerous World Telemedia events (parties) – many of which have of course been held in Amsterdam. So after consultation with his family and in response to the many individuals that have approached us , we’d like to dedicate this year’s show to his memory and launch “The Ruff Riders Appeal” to support The Bobby Moore Fund for Cancer Research UK which raises money for research into bowel cancer. Starting on Tuesday 15th at Telecom 2’s offices in Canary Warf, London, representatives from a wide range of Telemedia companies will embark on an epic 210km bike ride to Amsterdam. There will also be a second meeting point approximately 10km outside of Amsterdam where additional participants can join the group on rented bikes, taking a canal side ride route through Vondel Park and into the city. We have also extended an invitation to Alex’s many friends and
colleague across mainland Europe to coordinate a similar event on his beloved motor cycles. Both groups will complete their journey at the NH Barbizon Palace Hotel at exactly 17:30 on the 16th October – where gathering supporters will cheer them all home in time for “WELCOME DRINKS. World Telemedia 2013 will officially open later that evening. All participants and supporters will be asked to wear CURLY WIGS in homage to Alex’s own unique image – providing us (and Alex’s family) with some unforgettable photos to enjoy for many years to come. FREE DRINKS will only be given to those wearing a curly wig! • BECOME A RIDER 190km or 10km • SPONSOR THE RIDERS • PROMOTE THE APPEAL • WELCOME WITH A WIG. Please note this event is not exclusive to World Telemedia attendees, so please do spread the word throughout your personal and professional networks.
SCHEDULE & ROUTE
TUES 15 OCTOBER 130km London to Harwich 10:00: start from Telecom2 office, 1 Canada square, Canary Wharf London 18:00 - arrive in Harwich (meet at The Mayflower pub for dinner) 21:00: board the ferry (departs 23:00)
WEDS 16 OCTOBER 80km Hook of Holland to Amsterdam 08:00: depart the ferry, Hook of Holland 13:00 - lunch in Noordwijk (Pub tbc) 16:00: 10km riders meet in Schiphol for canal side ride through Vondel Park and into Amsterdam 17:30: arrive “wearing wigs” for Welcome Drinks
WORLD TELEMEDIA AMSTERDAM
SPONSORSHIP & TERMS • Individuals can Donate Here • WT Event Pass – if you are attending please don’t opt out of the €30 addition • Corporate (Rider) - cover your rider costs and get corporate credits • Corporate (Event) – The Welcome Drinks will not be for profit so corporate credits will be available in exchange for contributions COST £250 • Ferry crossing (Captain’s cabin 1st class) • Support vehicle with spares and refreshments • Transport back for your bikes •Free drinks for “wig wearers” at the Welcome Party ADDITIONAL COSTS • 2 lunches and one dinner •“Ruff Riders Team Jersey” with all company and charity logos (£tbc) • Buy your wig here: http://www.wonderlandparty.co.uk/ Wig/Afro-Wigs-Unisex/Afro-Wig,-Mega-Huge-112194.aspx (£4.64)
10km COSTS TBC • Costs will cover bike rental and transportation to meeting point • Meet here for canal side ride through Vondel Park and into Amsterdam: http://www.restaurantmeerzicht.nl/Nederlands/ Contact-en-route.html TERMS •All riders agree to raise a minimum of £100 worth of sponsorship • Riders may join at any agreed stage of the route if associated costs are covered
YOU CAN STILL DONATE SO DIG DEEP Please contact: email@example.com +44 (0)1444 831 909 +44 (0)7711 92 70 92
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