Telemedia-Month Newsletter

Issue 37 • FEB 2013

#PAYMENTS Consumers gain confidence in m-payments beyond micro

THIS MONTH...

News

The latest news from the industry, along with analysis of what that news means, including: • 4G heralds new services – but does anyone care?

3 • Tablet gamers set to spend £3bn on in app purchases...

4 • ... while former BetFair head launches UK’s largest m-poker 5 • Direct carrier billing drives m-shopping conversions 6 • Rory Maguire joins ImpulsePay as PayForIt takes off

7 • 59% of consumers as happy with m-ads as with TV ads 8 • App developers using SMS to drive engagement finds tyntec 8 • Sprint and Telefonica join forces to create m-ads behemoth 9

Analysis new research carried out by performance marketing specialists Intela has found that consumer willingness to purchase goods and services over their mobile devices has increased in the past year, with a half of UK smartphone owners now happy to spend more than £10 on their mobile. Similarly, 56% of American smartphone owners are happy to spend $10 on their mobile.

The ‘Intela Mobile Consumer Report 2013’, which polled 1,000 UK and 1,000 US smartphone owners, shows the positive impact of the ‘iTunes effect’, which has encouraged consumers to make regular micropayments for music or apps over mobile builds. Not only this, but the research also finds they are now ready to move beyond these minimal payments and are prepared to make more significant and larger mobile purchases. Businesses invested in the M-commerce space will be encouraged to learn that almost one in two US consumers (44%) and 40% of Brits are now more likely to make a purchase over their mobile device compared to a year ago.

Despite the recent attention mobile display ad formats have attracted, thanks to innovations such as real-time bidding, the findings found that M-commerce promotions which make use of mobile display, fail to influence to consumer purchasing decisions. In fact, the research identified that e-mail optimised for mobile is the key trigger for one in three Americans (36%) and one in four UK consumers (27%) – driving them to action and to make a mobile purchase. In contrast banner ads on mobile sites proved to resonate just one per cent UK smartphone owners, however no US smartphone owners highlighted these as effective in eliciting responses from them.

Guénolé Le Gall, Head of Mobile, Intela said, “Waves of innovation in smartphone technology has meant mobile commerce is finally becoming a tangible reality for consumer facing businesses. In line with this, we can expect the mobile channel to be the subject of increased performance for advertisers and marketers. As people get more dependent on their devices, mobile commerce’s prominence will grow – just as E-commerce did as online technologies improved.”

The ‘Intela Mobile Consumer Report 2013’ also reveals that the most popular purchases smartphone owners make on their mobile are for retail goods, with 40 per cent of UK and

Editorial Bill kill Mobile World Congress was dull, but offered a snapshot of the future of payments 11 TV TV – the new m-commerce arena Gaston de Frietas takes a look at how TV shopping channels are going mobile and where it might lead 12 COMMERCE Exploiting t-commerce Mark Inskip explains how tablet commerce is going to explode –and what the opportunities are 13 MOBILE WORLD CONGRESS Yawn! Its Mobile World Congress Bit of a retro outing this year, with no Google and no Apple (yet again) – but there were some things of note, which we note here in our review 14

Directory

The leading industry directory of services 17

continued page 3>>>

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

DON'T MISS! The mSport Summit

Join iGaming Business and Telemedia 360 for the only event dedicated to mobile gambling.

With two conference tracks over one day, numerous networking opportunities and an exhibition floor to enjoy this is an event not to be missed if you are serious about the mobile gambling market.

Expect to hear from and meet the leading players from the worlds of mobile and iGaming, and take the time to enjoy the mGaming Awards and an exclusive networking party.

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NEWS #NETWORKS 4G heralds rich mobile services – but does anyone care? the ofcom auction for the UK’s 4G licences has been completed in record time and has seen the treasury trouser a relatively paltry £2.3billion – the chancellor was expecting around £3.5 billion and the 3G licence auction saw the state earn £22 billion.

Unlike the 3G auctions, this latest round has spawned only one new ‘opertor’ – Niche Spectrum Ventures (VSV) – which has purchased shorter range 2.6GHz spectrum, most likely to roll out a tranche of ‘super wifi’ hotspots, probably for BT Broadband users.

O2 – which paid £550million to secure two 10MHz ranges at 800MHz – has confirmed that it is now planning to press ahead with plans to roll out its 4G services in the UK starting this summer. It is hoping to be able to cover 98% of the UK population (and stresses it will also work indoors) and has already commenced upgrading its network capability. The spare change the operators have after paying less for the licences than expected is likely to see much more rapid network upgrades.

But what does it mean for business?

Rhian Kelly, CBI Director for Business Environment, says that: “Digital networks are as vital today to growing the economy as road and rail links. Faster connections will drive private investment, underpin jobs, spark innovation, particularly with small firms. Globalisation means firms are increasingly ruthless in choosing where to base their operations, so the roll out of 4G services will be key to attracting inward investment as well as winning business overseas.”

According to O2 CEO Ronan Dunne:

“While 4G will indeed allow for faster data speeds and a more seamless mobile experience, it is our intention to go beyond what has already been offered in the market and give our customers a unique and exclusive range of digital experiences, marking a new generation for the mobile industry.

“This is a truly landmark moment for the UK, presenting a wealth of opportunity to transform mainstream services to improve people’s lives. Now the investment has been made for 4G to become a nationwide reality, we want all organisations across all sectors to ensure the true value of 4G is realised, so that together we can make Britain truly digital.”

But not everyone is as positive. EE’s early roll out of 4G using existing spectrum has not seen the kind of take up the industry was expecting and it has cut its charges twice since the launch at the tail end of last year.

And businesses aren’t so sure either.

The Forum of Private Business says recent research it carried out amongst small business showed few willing to invest in 4G technology.

The research was part of an investigation into the way small businesses use technology, and if or how they plan to use future technologies such as super-fast broadband and 4G to help them trade more profitably.

It showed when it came to investing in technology most firms (35%) were actually looking to spend on existing systems to get them working better rather than on complete new systems. A significant 31% were not looking to invest at all in the coming year.

It also found that almost half (44%) of businesses felt 4G mobile technology would have only a slight effect on the way businesses operate, with just 4% of the opinion it would be significant. A significant number at 34% felt it would make no difference.

“We’re really not too surprised with the news 4G is proving to be something of damp squib,” said the Forum’s Head of Policy, Alex Jackman. “Our own research with our members shows most businesses have little appetite for the technology at present, many unable to see how it can help their business for the costs involved.

“4G is still in its infancy though, and we think most firms will be taking the ‘wait and see’ approach. That is waiting for the price to come down and for coverage to be extended, and seeing if it can help their businesses in any way. At the minute it seems many in the UK have yet to be convinced,” he adds.

The current crop of operators who have bought licences have also viewed 4G with caution. According to Victor Basta, managing director of Magister Advisors: “The disappointing revenues from the 4G auction, well below Government forecasts, are a reflection of the challenges that mobile operators face in growing revenues from their users in the social media age. Data-heavy social media services are causing huge growth in data traffic across mobile networks. Mobile operators increasingly find themselves in a role that is about supporting end users’ social networking habits, with little, if any, commercial benefit. Social networking has effectively turning mobile network operators into digital drug mules.”

>>>from page 1 Consumers move beyond mobile micropayments 47% of smartphone owners most likely to purchase these over anything else. Over one in five (22%) UK smartphone owners and 39% of US smartphone owners would redeem offers or make purchases relating to lifestyle and entertainment products and services. Offers relating to travel would prompt 17% of British and 23% of US smartphone owners to make a purchase over their mobile device.

Le Gall continued, “Generally people decide to make purchases for two reasons, the first being urgent need and the second, irrational passion. Mobile performance marketing responds particularly well to the ‘irrational passion’ mind-set, tapping into people’s aspirations, such as wanting a holiday or the latest gadget. For businesses wishing capitalise on the rising tide of M-commerce but still

remain cautious about investing in the space, mobile performance marketing represents a win-win situation. Firstly, mobile performance marketing solutions have proved to be effective at garnering responses from consumers and more importantly, businesses only have to pay for secured leads or tangible results that are generated on the back of mobile performance campaigns.”

NEWS

#GAMING Tablet gamers to spend over $3bn on in-app purchases in 2016, finds Juniper Research a new study into the fast moving Mobile & Tablet Games market has highlighted the pivotal role of tablet devices in the future growth of the sector. The rapid take-up of tablets, combined with the growing acceptance of in-game purchasing and virtual currencies will result in an estimated $3.03 billion of sales in 2016, reaching over ten times the $301 million figure calculated for 2012.

The report, which investigates the impact of mobile games on the wider video games industry, found that there had been a clear migration of users from dedicated portable gaming devices across to tablets, and to some extent, smartphones.

The freemium model, which is being embraced by tablet users, cannot be implemented as easily on portable gaming devices, as games have to be purchased upfront and the devices themselves often do not allow for a 3G or 4G connection.

Increasingly, developers are using virtual currencies to monetise their handset or tablet games, rather than offering ingame items or pay-per-download titles.

This can increase users’ engagement with the game, as once the virtual currency is purchased, it can only be spent within that game. Developers are now beginning to focus more on the stickiness of their game, as they realise that creating a high-quality game is not enough to guarantee a profit.

Report author Siân Rowlands added that ‘when we consider that only a small amount of gamers actually make in-game purchases, and those that do typically only spend a few dollars, it becomes apparent that there are a small proportion of consumers spending thousands annually on these virtual currencies, who subsidise the game for everyone else.’

Furthermore, the report went on to

point out how free-to-play casino style games were beginning to see increased profits from in-app purchases, even though users are not playing for real money stakes. Games such as Slotomania, Poker by Zynga and Texas Poker were seeing a sharp increase in the number of users buying chips and other in-game items, in some instances spending as much as $100 in one transaction, to allow for a lengthy, uninterrupted gameplay session.

The report also finds that the majority of in-game purchase revenue on tablets will be made in the Far East & China and North America, which will account for over 86% of users’ spend in 2016. Smartphones will remain the primary device which users make in-app purchases on, with more than $6 billion spent on them in 2016, over double the amount spent on tablets.

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NEWS

#GAMING Former Betfair executive launches the largest, mobile, real money casino in UK gerard cunningham Gerard Cunningham, founder and CEO of Koolbit (and former President Betfair USA) has announced that Koolbit, the San Francisco-based Virtual Currency Mobile Casino Network, has expanded into real money wagering by launching iGoSlots.com, the largest, real money, mobile casino in the UK. Koolbit’s partnership with Cozy Games Management Limited, the leading specialist provider of online, mobile and social gaming technology, has enabled it to rapidly enter the highly competitive, real money, iGaming market with the largest mobile casino in the UK. www.iGoSlots.com will launch with 25 of Cozy’s games including slot machines, scratchcards, roulette, blackjack, video poker and bingo.

Focused on building mobile, casino games, Koolbit, the Mobile Casino Network, has built a leading presence

in the $3B virtual currency casino game market. The company’s flagship game, City Slots, is regularly ranked in the top 20 on Google Play’s Cards and Casino Games page. Now, with the launch of iGoSlots.com, Koolbit has entered the highly competitive $44B real money online iGaming market. iGoSlots.com is open for registrations in the UK today. Players can access the mobile friendly site on all major mobile devices including iPhones, iPads, Android phones and Tablets, and more.

Cunningham says, “With the launch of iGoSlots.com, Koolbit is one of the first virtual currency game companies to make the leap into real money gaming, and is doing so with a unique, mobilefirst site, with more content than any other mobile casino in the world.”

“Koolbit was started in 2011 to build the largest mobile casino network, and with its ability to rapidly build and deploy mobile casinos, has built a

significant network of apps, including the flagship “City Slots.”

He added, “Having led Betfair’s entry into the American market where rules are tight, and having led a virtual currency game company as well, it is exciting to now be moving back into real-money gaming. I believe this will be a great partnership with Cozy Games. We are also looking for additional partners to maintain a leadership position as we scale and grow the business.”

Tim Green, COO at Cozy Games Management Ltd commented, “We were really impressed with the drive and enthusiasm shown by Koolbit. They are ahead of the pack on building out virtual currency and real money casino networks and we proud to be a partner.”

FOR MORE ON MOBILE GAMBLING COME TO mGaming Summit on 24 April London.

Check out http://www.mgamingsummit. co.uk for details

NEWS

#PAYMENTS Direct carrier billing drives app transactions and conversion rates, finds study ott (over the top) storefronts such as Google Play and Windows Phone Store that have implemented Direct Carrier Billing solutions have experienced a sharp increase in transaction volumes, average transactions values and conversion rates, a new White Paper from Juniper Research and Amdocs has found.

The White Paper, Mobile Payments in the App Store Economy: Winning Strategies for Telcos, found that while operator storefronts and portals now account for less than 7% of the 55.9 billion app downloads in 2012, the introduction of Direct Carrier Billing solutions on third-party storefronts enabled operators to substantially increase their content revenues.

According to the White Paper, Direct Carrier Billing allows storefronts to enable payment amongst a far wider and diverse user base, both in developed and

developing markets. In the latter case, bank account and credit card ownership is often extremely low; in the former, it provides a billing option to the prepaid sector and younger demographics. Furthermore, it enables few-click purchases, thereby making it a particularly attractive option for impulse purchases.

As White Paper author Dr Windsor Holden observed, “For the operator, the storefront and the developer, Direct Carrier Billing is an increasingly attractive option. Storefronts and developers can monetise demographics which either do not possess credit cards or are unwilling to give out card details online; the operator can retain and enhance its role in the content value chain.”

In addition, with storefronts such as Google Play and Windows Phone Store both expected significantly to increase their share of app downloads over the

next five years, the scale of the opportunity for app monetisation through this mechanism will grow. According to Rebecca Prudhomme, vice president of product and solutions marketing at Amdocs, “Direct Carrier Billing helps operators grow new revenue streams by leveraging their key asset: the billing relationship with consumers. In 2012, we processed on behalf of our operator customers three times more Google Play purchases over Direct Carrier Billing than in the year before.

This reflects operators’ important role in app store monetization and consumers’ preference for charging their mobile accounts. In the future, beyond payments, we expect operators to leverage their big data to enable personalization of various m-commerce use cases, from content discovery to coupon redemption.”

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NEWS

#PAYMENTS Maguire joins ImpulsePay as Payforit starts to gain user traction rory maguire, the former head of payment services for the mobile network Three, and one of the founders of the Payforit Scheme, has joined ImpulsePay as a part-time consultant. Rory will help ImpulsePay increase the usage of Payforit across small merchants, individuals and innovative enterprises. Much of the UK mobile payments industry is stagnating, but ImpulsePay’s figures show that Payforit offers an exciting, profitable and easy-touse mobile billing alternative.

The news comes as ImpulsePay reveals that Payforit clients conversion rates for consumers completing the payment process can be as high as 80% (with one client achieving a 79.1% conversion rate over more than 70,000 transactions). While many merchants achieve an average spend of over £6 per customer. In fact ImpulsePay has found that higher tariffs attract a much better return for merchants, as once a consumer is willing to spend they will spend more for for a service with Mobile Strategies Sport a greater perceived value.

These great conversion rates are testament to the payment flow that exists within Payforit, making it both quick and easy for consumers to complete the payment. Payforit also allows merchants to create a variety of different tariffs, enabling them to create the tariff that best matches their product or service.

Combining these two factors – a smooth payment process for consumers to follow and multiple price points to match the product or service on offer – means that some of ImpulsePay’s merchants achieve a return of over £3,000 for each 1,000 visitors to their payment page.

“Currently the wider mobile payments industry in the UK has stalled due to too much complexity and the absence of a common approach to collecting payments from mobile consumers,” says Chris Newell, CEO of ImpulsePay. “Most of the UK’s digital merchants now want to offer a mobile option for their customers, and Sporting Eventsbut are often confused by the complex state of

mSPORT SUMMIT

DON’T MISS!

the market and by the highly complicated process required to set up many of the curThe mGaming Summit rent payment services. Yet our figures show 25th April that mobile billing can be a huge success for merchants.”

“We need to drive simplicity to both ends of the spectrum, creating new innovative services in the process and democratising internet commerce to the UK population,” adds Maguire, m-commerce consultant at ImpulsePay. “This revolution will also need mobile operators to take bold steps, restore the competitive edge of mobile payments, support new and innovative businesses models and change some entrenched practices.”

“My role is to support ImpulsePay’s growth and to further engage with the mobile operators,” says Maguire. “ImpulsePay is uniquely positioned as a pure Payforit provider, they can lead and develop new areas of the mcommerce market and I’m here to help accelerate that leadership position.”

Join SportBusiness Group and Telemedia 360 for a NEW event dedicated to the opportunities of mobile sport With two conference tracks over one day, numerous networking opportunities and an exhibition floor to enjoy this is an event not to be missed if you are serious about the mobile sport market.

The sport industry has already seen an influx of mobile technologies connecting fans to events, teams, brands and athletes – through mobile websites, apps and social media.

With increased penetration of smartphones and tablets, mobile has become the primary content distribution channel and crucial to building brands and generating audience participation - by enhancing the live event experience.

Mobile can also impact every facet of the sporting ‘journey’ through marketing, ticketing, merchandising, CRM, mCommerce and “in-play” betting.

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the industry andand take advantage Joinfrom SportBusiness Group Telemedia 360 of forfantastic the event networking dedicated to the opportunities opportunities at this landmark event. of mobile sport. With two conference tracks over one day, numerous networking opportunities and an exhibition floor to enjoy, this is an event not to be missed if you are serious about the mobile sport market.

The sport industry has already seen an influx of mobile technologies connecting fans to events, teams, brands and athletes - through mobile websites, apps and social media.

With increased penetration of smartphones and tables, mobile has become the primary content distribution channel and crucial to building brands and generating audience participation - by enhancing the live event experience.

Expect to hear from and meet the leading players from the industry and take advantage of fantastic networking opportunities at this landmark event.

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NEWS

#ADVERTISING 59% of m-web users as happy with m-ads as they are with TV and online advertising

according to a global study of consumers carried out by InMobi, 59% of mobile users are now as comfortable with mobile advertising as they are with TV or online advertising. Whilst mobile ads in apps are the most noticed among mobile users, the study highlighted that different format of mobile ads appeal to different segments of consumers.

Globally, 54% of users discover mobile ads via apps, 40% on a search engine, 27% on a retailer website and 23% on a video website.

According to the research, mobile advertising is proving to be effective across the entire purchase funnel with 75% of

respondents admitted they’d been introduced to something new via their mobile device and 67% feel that it had provided them with better options. 46% said they had made purchases using their mobile device and 45% said it has influenced their in-store purchases.

Overall analysis reinforces the shift towards mobile with 50% of the average global mobile web user now using mobile as either their primary or exclusive means of going online. This has resulted in mobile devices becoming an indispensable shopping tool, gaining popularity as a viable shopping channel and now used throughout the research and decision-making process of a purchase. m-commerce continues to evolve and consumer adoption is high with 66% of consumers surveyed having spent money on an activity via a mobile device. This will continue to increase significantly as 80% of consumers plan to conduct mobile commerce in the next 12 months, a 21% increase from where we are today.

Mobile apps can offer brands remarka-

ble opportunities to engage with consumers on a more personal level all across the globe. The findings of the research reveal the accelerated usage of mobile apps and found that the average consumer actively uses 6.5 apps throughout a 30 day period.

Encouragingly, 54% of respondents reported that they had noticed ads while engaged in an app. In fact, a considerable 80% of respondents were influenced by a mobile ad to download an app and 67% went on to visit a brand’s website immediately afterwards. Mobile advertising is not only helping to drive app downloads but also increase website traffic.

Naveen Tewari, CEO and co-founder at InMobi, comments: “Mobile devices now permeate every aspect of modern life. The study reveals that mobile users are alwayson, whether surfing the mobile web while spending time with family (48%), at a social event (45%), commuting (60%) and shopping (43%). This creates a huge opportunity for brands and marketers to engage with consumers throughout the day unlike traditional advertising like print and TV.”

#MESSAGING App developers use SMS to drive engagement and revenues finds tyntec study text messaging has huge potential to help app developers market and distribute their products. This is the key takeaway of “COMMUNICATE, CONNECT & CURATE: 3 ways you can encourage mobile app re-engagement with SMS”, a new, free whitepaper from mobile interaction specialist tyntec.

Drawing from app company case studies, the white paper shows how developers use text messaging to attract new users and increase engagement with existing customers. Engagement is critical for app developers that have chosen a freemium model to monetize their app. Their business — making money via in-app purchases — relies on how well they can keep customers coming back.

One example of this is BLUE LION mobile, a German company that has devel-

oped Qeep, one of the world’s largest mobile social discovery platforms with more than 16 million users in over 200 countries.

BLUE LION uses text messaging to reach and retain high-value Qeep users. It has developed a detailed process to reactivate app users who haven’t accessed their app for days or weeks in order to bring them back into the community.

According to Christian Schulte, cofounder of BLUE LION, these targeted campaigns achieve an impressive response rate of “slightly above 10% .” In addition, the company uses text to power ‘invite-a-friend’ campaigns. These allow users to invite other users to try out the app and deliver even more value, generating a conversion rate of 50% , and an activation rate of another 10%.

“SMS is the only technology that’s truly

harmonized between all mobile operators globally,” Schulte observes. “This reach means that an app developer with global scale can ensure consistency across markets, driving increased engagement and lower cost and complexity.”

Text messaging is also key because, unlike in-app notifications, developers can use SMS to reach people who don’t have their app open on the device — or who have deleted the app altogether.

“Telling your audience to find your app in an app store is like sending them into a warehouse piled high with competing products,” says Steve Gleitsmann, GET IT President. “Using a mechanism like text ensures that people download your app when they get to the app store, not a similar app from your competitor.”

NEWS

#ADVERTISING Sprint and Telefónica create advertising behmoth reaching 370m users us operator Sprint has joined with Telefónica to create one of the largest mobile advertising alliances in the world.

Through this agreement, between Telefónica Digital, the digital innovation arm of Telefónica, and Pinsight Media+, powered by Sprint, the two companies will collaborate on ways to enable global brands to potentially reach more than 370 million mobile customers across the United States, Europe and Latin America with targeted advertising.

As investment in mobile advertising accelerates, global brands are increasingly seeking media partners who can deliver insights and access to scaled audiences at a global level. The alliance between Telefónica Digital and Pinsight Media+ will deliver obvious benefits to advertisers through the potential for increased audience reach across key regions, with a portfolio of impactful advertising formats that are powered by deep customer insights.

Together, Sprint and Telefónica will explore efficient ways of providing global advertisers and agencies with new and easier options to plan multicountry mobile campaigns. The intention is that the network will grow further in scale, particularly to include Asia.

“Telefónica Digital has led the way in Europe and Latin America in mobile advertising, championing consumer privacy, innovative targeting and impactful formats to create a fresh approach for brands to reach their most relevant customers with the right message at the optimal time,” says Simon Birkenhead, director of Global Advertising Sales at Telefónica Digital.

“Joining forces with Pinsight Media+ extends Telefónica’s reach and builds on our ongoing strategy to make it easier for global brands to gain access to global audiences, no matter where they reside.”

“This agreement fulfills a need in the advertising market for meeting the mobile advertising requirements of global brands,” adds Mike Cooley, vice president of New Ventures at Sprint. “Through this alliance, we are seeking to efficiently expand our capabilities to deliver mobile marketing solutions for US-based advertisers into Europe and Latin America, while Telefónica Digital aims to do the same for their regional customers in the United States.”

Telefónica is one of the largest telecom-

munication companies in the world with more than 314 million customers across 25 countries. It has been pioneering mobile advertising, particularly in the United Kingdom, since 2009.

At the heart of the Pinsight Media+ service is Sprint’s commitment to provide customers transparency and privacy choices for interest-based targeted advertising. Building on the existing segmentation targeting used today, Pinsight Media+ allows customers to choose whether they would like to share anonymous information about the way they use their mobile device. Pinsight Media+ then uses this information to provide targeted ads on Sprint-owned and -operated properties, such as Sprint Web on-deck portal for mobile and Sprint Zone.

Sprint customers will continue to see advertisements online and in ad-supported applications and content, regardless of whether they have opted in to receive usage-based targeted ads. If a user chooses to opt in, the interest-based targeted ads will be more relevant to the user’s personal interests.

Building cross-operator cooperation is becoming increasingly important in a sector where scale matters. In addition to the agreement with Pinsight Media+, Telefónica, in partnership with Vodafone and Everything Everywhere, has also created the Weve joint venture in the United Kingdom to accelerate the development of mobile marketing and m-commerce services there. Telefónica is committed to further partnerships in order to meet the needs of global advertisers.

OPINION

FROM THE EDITOR

Bill kill?

Mobile World Congress was dull - but it did offer an insight into the world of payments and what it might mean well that’s ANOTHER Mobile World Congress done and dusted – my 15th. God I am a glutton for punishment. It was striking this year, however, that it was a bit like some of the early Barcelona events in 2004/5 when the thing was dominated by Nokia and Sony (in partnership with Ericsson back then) were offering cool new handsets. There was a distinctly ‘old skool’ feel to proceedings here in 2013.

The problem (well one of the many) at this year’s MWC was that Apple and Google weren’t there. OK, so Apple never is, but Google used to have a stand so big it had a slide on it. This time out no big stand and, perhaps more tellingly, not Eric Schmidt giving the keynote.

On its own this wasn’t such a downer – Android probably no longer needs to really blow its horn loudly in the mobile world to get noticed. But taken all together, these omissions marked out the show as pretty second rate for me.

It also left the way clear for Nokia and Sony to hog the limelight. Where once these two companies were cutting edge behemoths that had the show in the palm of their hand, these days they are very much the also rans of the mobile world. OK, so they got a lot of press coverage, but they don’t really bring anything new to the party. Worse, they give a twisted view of the industry to the outside world.

Aside from this, there was one interesting phenomenon at the show: payments.

Mobile payments was everywhere. Visa and MasterCard became the doyens of the show – trying to fill Apple and Google’s golden slippers – with their announcements and pronouncements on mobile payments. Visa is very much in the NFC camp and is hoping, I think, to force that on us all whether we want it or not by sheer pressure. That and getting it installed in Samsung’s next gen handsets.

MasterCard is taking a more delicate approach, extending its PayPass mobile wallet to be more secure and more useful.

All good stuff, but is it a threat to telemedia? It is interesting that these two giants of the financial services industry now appear to be really driving mobile payments. Operators at the show seemed to just lap it up, finally grateful for some leadership on this. But could these bank products for mobile see things like Payforit take a tumble?

The general consensus at the show was ‘Payforwhat?� Of those that had heard of direct operator billing, most foresee a bright future in microbilling and beyond (see our lead story). It will be years before NFC-enabled mobile wallets will be ubiquitous. For now direct operator billing has the chance to make a killing.

Decisions decisions Direct carrier billing is suddenly all the rage again (see page 6), but if you are unsure as to whether it s for you or not, txt. nation has come up with a handy Direc[ O Decision Tree to help you out. A mere fragment is shown above, but to see the whole thing go to: Direct Operator Billing Decision Tree. http://pinterest.com/ pin/202732420698107906/

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 The Parma Violetes | What we’ve been amused by Ben & Holly’s Little Kingdom | Who we’ve been following #Harlemshake | What we’ve been reading about The Harlem Shake | March 2013 will bring... The skinny on m-commerce at IRX2013

TV

OPINION

John Strand

the new m-commerce arena?

TV is becoming the place consumers shop – but the power of combining this with mobile is where the real potential lies.

Gaston de Freitas investigates

tv shopping channels in Europe have developed into modern multi-channel providers. The active providers in the core European markets of Germany, the UK, Italy and France currently generate an annual turnover of almost €4 billion. Strategy consultant Goldmedia predicts an increase to €5.3 billion by 2017.

These are the results of the study “The Future of TV Shopping – Key trends and market forecasts to 2017 in France, Germany, Italy and the UK”, conducted by Goldmedia on behalf of the European Retailing Association – ERA. Furthermore, the study examined various shopping areas such as classic live shopping, auction television, DRTV (Direct Response TV) and travel shopping.

Germany leads ahead of the UK – Italy with the highest growth potential A total of 68 providers in the examined TV shopping markets of Germany, the UK, Italy and France reached a turnover of about €3.8 billion in 2011. Recording 7,000 employees and a turnover of around €1.7 billion (2011), Germany is the largest TV shopping market in Europe. According to the study, the turnover will continue to increase by 6 percent to €2.4 billion in 2017.

The UK, being the second largest TV shopping market in Europe, offers the greatest supplier variety: 31 providers with about 5,500 employees generated an annual turnover of €1.4 billion in 2011. In this section, more than half of the total turnover was achieved by e-commerce. In contrast to Germany, the TV shopping market in the UK is already highly saturated.

Italy has the highest growth potential in the European TV shopping market. An annual turnover increase by 13.6 percent from €420 million in 2011 to €905 million euros in 2017 is

expected, particularly through ongoing digitization. The French market, however, with a turnover of €230 million euros in 2011 and a growth rate of only about 2 percent per year, is comparatively small and its development is rather static.

TV remains main distribution channel, but online and mobile increasingly important TV is still the most important TV shopping medium, the telephone being preferred for product purchases. While in 2011 the share of revenues generated from TV in the four markets examined was 68 percent in total, this share will be merely 50 percent in 2017. In contrast to this, the Internet, social networks, smart TV and mobile apps gain further in importance being distribution and communication channels. Due to the rapid spread of smartphones and tablet PCs, the growth rates of e-commerce are rising particularly. While this share was only 26 percent in 2011, more than one third of the revenue (37 %) from the analyzed TV shopping providers will be generated on the Internet by 2017.

But the rise of mobile is coming. Music identification service Shazam has teamed up with ecommerce firm Delivery Agent to let viewers buy products featured on NBCUniversal TV shows from their mobile phone.

Consumers will be prompted to use the Shazam service during Shazam-recognised TV shows and be served contextually relevant products, such as fashion brands seen during the show or merchandise from the programme, to their Apple iOS or Android mobile devices.

NBCUniversal will be first channel to use the technology with Season 3 of USA Networks’ spy drama series Covert Affairs. The programme will be followed by other NBCUniversal shows.

Shazam CEO Andrew Fisher said: “We believe social TV should provide viewers with a reason to engage beyond simply ‘checking in’. This first integration of merchandise and shopping features is a unique addition to the already rich experience we currently offer.

“This capability now gives our network partners an enhanced experience for their programming as well as for consumers who want a simple, fulfilling way to interact with the shows they love.

OPINION FMG GROUP

Exploiting the iPad and the t-commerce explosion Tablets – and the iPad in particular – are rapidly reshaping how e-commerce works and they are starting to drive consumer behavior. Here Mark Inskip, UK managing director for Group FMG offers his insight into t-commerce retail marketing is becoming more complex than ever: budgets remain tight, media options have fragmented, data now comes in terabytes and consumer touch points have exploded. The largest of these “explosions” is happening around mobile usage, particularly with tablets, and it’s the iPad that’s turning out to be the real game changer in the retail sector.

As a result, it’s not really any surprise to see that the groundswell in tablet-based purchases is rapdily eroding the share of sales made from traditional browsers. The latter saw its figures drop from 92.33% to 81.6% in one year as mobile devices like smartphones and tablets more than doubled their respective marketshare, according to US-based e-commerce solutions provider Monetate, in its Ecommerce Quarterly report for the third quarter of 2012. For the three-month period ending in September, tablets accounted for 8.37% of all website traffic, up from 3.16% in 2011, while smartphones jumped from 4.51% to 10.03% over the same period.

The survey also showed that for the third quarter, the iPad accounted for 88.94% of all website visits originating from tablets, followed by Android devices with 6.34% and the Kindle Fire with 4.71%. As for smartphones, the iPhone’s 60.85% led the 37.59% of traffic garnered by Android-based handsets. Windows Phone accounted for only 0.91% of all visits tallied by Monetate.

And the story in the UK is following a similar trajectory. In July 2012, Screen Pages research showed that 20.8% of visits to e-commerce site were coming from mobile devices, and of that 84.5% were from Apple devices. Within this, iPad usage increased to 54.9% from 46.4%, while iPhone usage dropped from 35.5% to 29.6%. Most interestingly though, iPad shoppers buy more; average conversion rates on iPads are 22.5% higher than on other platforms.

Amidst all the speculation about the impact that the explosion of mobile is having on e-commerce, what’s clear is that customers want a great tablet shopping experience, or they will go somewhere else. Apple’s iOS excels in this area, with mobile Safari being largely consistent with its desktop counterpart. Backing up that claim is mobile Safari’s massive share of the browser market, which in quarter three was bettered only by the desktop version of Chrome and the well-entrenched Internet Explorer.

Apple’s Safari has grown from 7.50% of the market to 17.25% over the past year, while Microsoft’s Internet Explorer saw four straight quarters of decline and dropped from a 47.02% share to 35.95% in the three-month period ending in September.

Unsurprisingly, retailers are now recognising the importance of T-commerce, as tablet users are becoming some of the most

valuable online shoppers. On average they spend 54% longer on site than smartphone users and purchase 20% more than desktop users (source: Adobe Holiday 2011 Study). iPads are used by 76.4% of tablet users, according to Emarketer in June 2012, but have a stronger foothold in households with higher income, so they account for a larger percentage of online purchases.

With this new consumer behaviour, printed magazines and catalogues have been given a new lease of life in digital format, frequently as apps. The larger screen size of tablets, compared to smartphones, and portability of the tablet means that valuable content can be repurposed and “commerce-enabled” to provide a quality shopping experience.

New innovations are also helping to improve the online tablet shopping experience and reduce the frustrations that used to plague early tablet usage. For example, shopping baskets now can be ‘contained’ within the app. This means that your customers don’t have to experience the confusing transfer from your app to your web page to shop, and back again. Instead they browse the catalogue and add products to the shopping basket in one click. Only when you have finished your app browsing do you check-out from your shopping basket at the website.

Indeed, a recent iPad app for Marks & Spencer produced by Group FMG, found that conversion was dramatically higher as a result of this built-in shopping capability.

The increased interactivity of the tablet is opening up some interesting new opportunities that are perfectly suited to the strengths of this device.

In October, US retailer Target launched the “first ever” shopable video called Falling for You, which showcased over 100 products, in a reality style series, that can be added to your shopping basket and shared with friends as you watch the video.

Although no results have yet been published, this interesting experimental blend of content, commerce and social interact seamlessly with the touch screen nature of the iPad. Most importantly, this new advertising model reflects the usage patterns of today’s tablet consumers, which are biased more towards entertainment, shopping and social networking than traditional PC users.

The astonishing growth of the tablet has required a period of adjustment for marketers. Now that the tablet has hit the mainstream, urgent action is needed to better accommodate the needs and desires of the consumer. The brands that do this first will reap the greatest rewards.

SHOW REVIEW

Yawn!

MWC 2013

It’s mobile world congress Mobile World Congress – that orgy of all things mobile – has had its first outing in the new Fira Gran Via but, while the venue is shiny and new, the event seems jaded and missing sparkle. Could it be to big or just too big for its boots, wonders Paul Skeldon

Shiny grumpy people it has to be said that Mobile World Congress may have a bigger, snazzier shiny new exhibition centre to live in for now, but it does rather lack the grandeur of the old Fira in the city centre. Not many exhibitions can have claimed to have an esplanade that terminates at the steps to a grand royal palace.

And I think that the show was all the poorer for it. This time out it felt like just another trade show. The staff were their usual oppressive self (‘No you can’t use that escalator’; ‘No you have to go in that door, not this one’; ‘Sorry that seat is someone with a different coloured jumper’ etc…) but somehow without the fading grandeur of the usual backdrop it just felt like some bloke in a conference hall pissing on one’s chips simply because he had a security guard hat on.

These personal gripes aside, the show also felt a bit lacking in sparkle this year. OK, so a few second (and third) tier handset makers rolled out some new phones and there was a rash of new OSs on show – but overall it was very much a case of so what?

Even the BBC – who’s coverage usually borders on the gushing – managed only some half arsed stuff about Sony launching some new handsets and who was going to be the third biggest handset maker in the world.

Which brings us to the main problem with the show for

me: no Apple. Love them or loathe them, they reinvented the mobile industry and they stay away. I notice too that many of you guys stayed away too. Its almost as if this event is not for the likes of us. Which is a shame. Let’s hope we can grow World Telemedia Events to fill the gap, eh?

I have also found that, over the past few years, MWC has gone from being a cool mobile show with some funky people at it, to a deathly dull corporate clusterf**k (with some cool people there, but basically sidelined by all the suits).

Operators were out in force and everyone was congratulating themselves on 4G and what its going to bring (more money for them). No mention, as far as I saw, of the fact that most consumers aren’t that bothered about it – with many expecting to get it for the same price as they already pay for their service. That’s a vibe you don’t pick up on from the shiny grey suits of the operators.

But while it is easy to be cynical about the event – especially as I write this sitting at the airport after five days of it an never wanting to see a bloody mobile phone again – there were some interesting initiatives out there that could be lucrative developments for the telemedia sector: albeit perhaps some through fairly big leaps of the imagination. But I want to future gaze here, so bear with me while we take a look at some of the bits and bobs that stood out...

SHOW REVIEW

MWC 2013

Free money

Mobile payments were high on the agenda, but to make NFC payments work, the GSMA had to hand out NFC phones... mobile payments and mobile banking were one of the key themes at this year’s Mobile World Congress, with some notable speeches outlining how, any day now, we are all going to be using our mobiles to pay for things.

Only, in reality it is still very thin on the ground.

However, Monetise – a mobile banking and mobile money delivery platform – did outline how the value of transactions going through its technology has tripled, and is signing up users with abandon.

The value of payments and transfers initiated via the Monitise Enterprise Platform is now more than $31billion on an annualised basis, compared with $10billion a year ago. The global Mobile Money business is handling 2bn transactions on an annualised basis, compared with 0.48billion in February 2012, underpinned by registered customers climbing to 20million from 6m in January 2012. North America is a significant market for Monitise with 10m direct registered end users.

Visa announced that it has signed a deal with Korean handset maker so that Visa Mobile Provisioning Service (MPS) will work on Samsung NFC enabled handsets. In addition Samsung has agreed to load Visa’s payWave applet onto its NFC devices.

Visa’s MPS deal with Samsung is significant for the banking world as it means that next generation Samsung handsets will have NFC and financial institutions will be able to load payment information over-the-air to secure chips in the device.

This, along with embedding payWave into handsets suggests that soon off-the-shelf Samsung phones will be able to deliver integrated mobile payments and a personalised Visa service to users.

It is a key move in getting mobile payments – not least NFC enabled mobile payments – up and running and marks a bold move for both Visa and Samsung.

“We all know that the center of commerce will be these devices,” said Jim McCarthy, head of global product at Visa.

“It’s not just about using these devices to pay, but also the fact that today in the Visa ecosystem we have 30 million merchants but the fact is there are over 7 billion of these devices that can be turned into terminals and turn consumers into merchants for payment.”

To achieve this Visa has taken the wise step of opening up this process not only to handset makers such as Samsung (not Nokia, who’s star continues to fade), but also to third parties and merchants, which will be key to getting mobile payments out to the masses.

Meanwhile MasterCard used the event to roll out MasterPass, an enhanced version of its PayPass mobile wallet, that will support checkout services for merchants through a gamut of technologies, including NFC, QR codes, tags and mobile devices at points of sale. It will be rolling thos out in Australia and Canada in March and aims to have it also out there in the US, UK and then eventually Belgium, Brazil, China, France,

Italy, Netherlands, Singapore, Spain and Sweden by the end of the year.

MasterCard now has 27 financial institutions, 21 technology partners and 16 merchants on board for the effort as it looks to expand to more than 5,900 merchants. The company also announced new partnerships with mFoundry’s mobile banking solutions and Orange in Spain.

Finally, MasterCard released a new study at the show – in partnership with Prime Research – that found that “early adopters have a 58 percent favorable rating of mobile payment technology while those yet to adopt have a more positive outlook overall at 76 percent”. At least they all seem to be barking up the right tree.

While the big guns at Visa, MasterCard and Google hogged the spotlight, PayPal announced that it was revving up its mobile payments offering too – and that it saw no need to get bogged down in NFC. PayPal’s thinking bypasses NFC completely. You simply pull out your phone on the way to a store, open the PayPal app to make your order and pay for it in advance. When you arrive, the cashier already has your picture and your order and hands it over.

The other notable payments service at MWC was the GSMA’s determination that we are all going to be using NFC in the not-too-distant future. As part of the NFC Experience at Congress, four partners came together to deliver a mobile contactless payment experience. CaixaBank, Gemalto, Telefónica and Visa Europe delivered a payments application that offered 3500 delegates and some press the chance to try it out.

The app, developed by Telefónica Digital, allowed the lucky 3500 to make mobile contactless payments using a pre-paid card especially developed for mobile payments, which has been enabled to work with Visa’s contactless payment technology.

The card is issued by MoneyToPay, the new subsidiary for the prepaid business created by CaixaBank. Delegates got to experience the service on an Xperia smartphone provided by Sony, and using wallet technology developed by Telefónica Digital.

The app came pre-loaded with €15, allowing delegates to make payments at contactless payment terminals across the Fira Gran Via. In addition, the app allowed payments at any of the 16,000 Visa contactless payment terminals in stores, commercial centres and city markets, as well as 700 taxis installed

by CaixaBank around Barcelona.

The shortcoming of the scheme however was obvious. The GSMA and its partners had to give people special phones – and money – to make it work. Therein lies the problem with NFC: if you don’t have an NFC handset, you can’t play. The only reason this project worked at MWC was that there were handsets handed out.

Will it ever catch on? I really can’t see it…

SHOW REVIEW

MWC 2013

Growing, growing, gone

With some 1.6billion new mobile connections to consumers across the world expected in the next 4 years, there are plenty of opportunities... according to ovum Research there will be 1.6 billion new mobile connections across the world in the next 4 years, with 61% of these coming from APAC with the region’s 4.4 billion connections by 2017 making it the greatest contributor to global connections.

Africa will be the fastest-growing region with mobile connections growing at a compound annual growth rate of 6.5% between 2012 and 2017, increasing from 683 million in 2012 to 935 million in 2017.

How can carriers get cheaper devices into the hands of lowARPU users and maintain a profitable business strategy? The experience of operators in Vietnam, India, and Pakistan demonstrate how they can operate in markets where ARPU is below $3 per month.

Meanwhile, LTE-capable smartphones that cost around US$200 without subsidies are hitting the market.

Microsoft entered the smartphone market via an agreement with Nokia. It now wants to focus on the African smartphone market and earlier this month announced its new “4Africa” strategy.

The “4Afrika” initiative is in partnership with Huawei, who already offer a range of lower cost handsets for emerging markets such as the Y200 and the G300. Huawei will launch the Huawei “4Afrika” Windows 8 phone in Angola, Egypt, Ivory Coast, Kenya, Morocco, Nigeria, and South Africa. Although its retail price is expected to be relatively expensive for most emerging markets at $150, these

markets increasingly demand more advanced handsets.

Huawei also manufactures the Y210 which retails at $92 in India and features the Android 2.3 Gingerbread OS, support of dual SIM cards, a 3.5 inch screen and a 1GHz Qualcomm Cortex A5 processor.

VMK, an African smartphone manufacturer founded in 2009, targets the market with its Elikia smartphone designed in the Republic of the Congo and assembled in China. It currently retails for $170. It uses Android 2.3 OS, a 650MHz processor and has a 9 hour “in use” battery life. VMK has even developed its own “App Store” as Google does not accept credit facilities originating from the Congo.

The $20.00 Nokia 105 aimed at “the 2.7 billion people who don’t have a mobile phone” is not a smartphone but has a 1.4-inch display, FM radio, a splash-proof keyboard, basic games and a built-in flashlight. No browser, no camera, and no social networking—but targets markets where any kind of voice and text service is welcome. Nokia also says the battery can last a month on stand-by.

One up-shot of this is that brands and mobile networks now have an even greater impetus to work together as they need to both sell more stuff: the brands direct to consumers and the networks, well, direct to consumers. mPowered Brands area of the Apps Planet Hall brought together these worlds so that they can start the ball rolling on developing apps, games and other marketing tricks that can benefit the brands and can help operators create more traffic and reach these 1.6billion extra consumers.

Here in my car

The connected car was one of the more interesting sideshows at MWC. And it has a strong telemedia appeal... a glance through the conference It used to always be about cars and girls, but there are now very strong moves by car makers to start to really get to grips with car connectivity. This was one of the key themes at Congress this year, with Ford making some big announcements that made the mainstream media.

Ford’s executive chairman Bill Ford outlined a plan for connected cars to help avoid a potential future of crippling congestion.

He told delegates at the show that the number of cars on the world’s roads is forecast to grow from one billion now to up to four billion by 2050. And he proposed that one way of avoiding the potentially global problem of overcrowded roads is to create a global transportation network that utilises communication between vehicles, transport infrastructure and individual mobile devices.

But while the big picture may be that Ford’s connected minivan – for that is how they chose to demo this – is going to save the world from gridlock, the real impact of the connected car is somewhat different.

According to Giesecke & Devrient (G&D), in the future, cars will increasingly be equipped with emergency call functions or infotainment applications – and these systems rely on

the vehicle being connected to the mobile network. G&D, together with two German automakers and four international network operators, were demonstrating at this year’s Mobile World Congress (MWC) how network-operator-specific information (subscriber data) can be installed in a tailored, secure way via the mobile network at the time of vehicle delivery and later amended.

The key thing about connecting cars is that they can start to do stuff – especially around entertainment content, retail and so on – that require payment mechanisms, which is where telemedia comes in.

We have already seen out in the real world how Square1 uses SMS to let students pay for hired bikes. Imagine the possibilities of your car paying for parking, car-washes, drive through food and even shopping.

There is also the opportunity for carrier billing services to enhance entertainment content in cars as well as upgrade maps and even car control software.

The connected car seems like one of those technologies that is a bit out there, bit really the telemedia opportunities are immense – and now is the time to get into it before standards are set.

Telemedia Industry Directory Xonadu

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Oxygen8

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tyntec

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Paul Markham

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Enarpee

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ImpulsePay

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EG Telecom

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

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Viatel

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Kwak Telecom Ltd

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Silverstreet BV

Silverstreet provides global, mobile advertising and broadcast solutions.

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Text121Chat Premium Rate Operators Services

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Orca Digital

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

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Telemedia Industry Directory txtNation

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

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Preferred Telemedia

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Sundial Telecom

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World Wide Premium Telecom

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Digital Select Ltd

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paythru

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

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AGMO

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OpenMarket

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

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

Cheers International

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Crazy4Media

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

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VoiceBlade

Provider of quality wholesale & retail telephony applications

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TalkTalk

Build customer bases and aid retention with TalkTalk Business’ Inbound Solutions.

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