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Issue 26 • FEB 2012

Operators set to abandon network cost-based pricing in favour of services Mobile operators will abandon network cost-based pricing to focus on premium services, as they look to reduce churn and maintain revenues according to a new paper released by global telecoms, media and technology (TMT) adviser Analysys Mason. This transformation, enabled by new end-to-end approaches to network management, arrives in the face of growing competition from over-the-top (OTT) services and rapidly rising data costs. The report estimates that the volume of wireless data traffic worldwide will grow at an annual rate of 67% between 2010 and 2015. During the same period, data revenue per gigabyte is projected to fall from USD23.21 to USD4.27. The report reveals that, in order to handle this growth whilst assuring revenues, operators are increasingly looking to offer new services such as temporary network speed boost and tiered bandwidth allocation to create a premium service for high value customers. Patrick Kelly, Research Director at Analysys Mason, believes that average revenue per user (ARPU) will increasingly be related to additional services: “Operators are facing increasing pressure to deliver a high quality service despite growing data demands. The only realistic way to do that is to decouple ARPU from network costs and instead align it to the delivery of premium services. “Previously, there was a lack of availability of tools to support complex segmentation of mobile data services. As the focus shifts towards maintaining revenue for data services, more operators are adopting the increasingly sophisticated tools to manage tiered services,” said Kelly. Interviews with operators have shown that the main obstacle to the delivery of these services is their ‘silo’ approach to network delivery, which hinders a full view of the customer experience. Operators are increasingly employing end-to-end network monitoring solutions to eliminate these silos and create real-time, end-to-end monitoring. “The rise of data has created a clear and urgent need for operators to introduce new ways of dealing with network traffic such as prioritisation of higher tier subscribers. End-to-end monitoring and analytics make that possible, but operators need to educate customers about the requirement for tiered traffic to ensure continued quality of service,” commented Lars Pederson, CEO, CommProve. Operators implementing this new, unified approach to network monitoring including Vodacom, part of Vodafone - reported reduced churn, increased levels of customer care and a renewed ability to differentiate and remodel their services around premium offerings. In the report, Analysys Mason urges operators to increase adoption of network monitoring to eliminate silos and more fully understand the user experience and to take advantage of real-time data collection and analysis to enable traffic prioritisation and tiered billing models, while adopting open platforms to unify the entire network management system.


The latest news from the industry, along with analysis of what that news means, including: • Location, shopping and tablets driving m-commerce... 3 • ... but retailers failing to make right investment to exploit it 3 • Sports Illustrated’s swimwear issue goes mobile 5 • StrikeAd rolls out targetting m-adveritising solution 5 • HTML5 based direct carrier billing set to shake up m-payments 6 • Microsoft extends carrier m-payments through MACH 7 • Masabi bring m-ticketing to all UK rail services 8 • Momac open first office in the US and installs SVP 8 • WorldPay and BOKU join forces for global m-payments 9 • Self destructing text service goes live for wannabe spies 9

Analysis Editorial Don’t bamboozle your users Paul Skeldon finds that this year’s Mobile World Congress is focussed on mobile payments 11 PAYMENTS Pulling it all together Gabriel Hopkins from WorldPay takes a look at what the recent EC green paper on payments means for telemedia 12 OPERATORS Brands and Superbrands Big operators can’t continue as single superbrands, argues John Strand. Instead they must re-evaulate how they sell what they do 15 SHOW PREVIEW Mobile World Congress 2012 It’s that time of year again when we all live the continental mobile life for a week in Barcalona. Paul Skeldon looks at some of the key speakers and discussion topics on offer this year 16


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NEWS Location, shopping and tablets drive consumer adoption of m-commerce, finds JiWire... consumers are increasingly responding to location based advertising, shopping from their mobiles, buying tablets and even looking to use mobile to help buy a car in the next 12 months. So finds JiWire’s latest Mobile Audience Insights Report, which examines connected-device adoption, location and mobile-shopping trends and public Wi-Fi trends. JiWire’s report discovered that 80 per cent of the on-the-go audience prefers locally relevant advertising and 75 per cent are more likely to take an action after seeing a location-specific message. The top three actions include clicking on location-specific ads (31%), searching for the nearest location (21%) and/or conducting additional research (21%). Behaviour further varies by smartphone device type. After clicking on an ad, iPhone users are most likely to conduct additional research (22%), Android users search for the nearest location (25%), and Blackberry users immediately make a purchase (21%). “It is exciting to see how important location-specific messaging is to consumers today,” said David Staas, senior vice president of marketing at JiWire. “As the on-the-go audience demands locally relevant information, brands need to focus on reaching consumers in and around

their locations.” Comparison shopping on a mobile device while in store has become the number one mobile behaviour consumers take across all ages and gender. Similar to Pew Research’s findings that, “One third (33%) used their phone specifically for online information while inside a physical store,” JiWire also found this trend to be true with 34 per cent of on-the-go consumers participating in comparison-shopping behaviour. The report delves a little deeper and found that 39 per cent of consumers between the ages of 25-34 are the most likely to comparison shop in store with 13% actually making a purchase on their mobile devices instead of in the store. In a world of constant connectivity, it’s no surprise that consumers rely on the their mobile devices to make purchases. This recent phenomenon has caused online coupons to take off and become more popular over the years. In fact, 34 per cent of consumers have redeemed an online coupon in the past 90 days. Additionally, mobile coupon redemption is rapidly nearing newspaper coupon redemption thresholds with 18% redeeming mobile coupons and 22% redeeming newspaper coupons.

Also in the mobile shopping realm, Quick Response (QR) codes seem to be a confusing technology. 34% of consumers surveyed don’t know if they have a QR scanner on their mobile device. However, 18% of all consumers have scanned a QR code representing half of consumers who know they have QR scanners in the first place. Tablets make significant market share growths across both the U.S and U.K. The iPad dominated the tablet ecosystem and saw substantial market share gains in the U.S. and in the U.K. for Q4. Likewise, the iOS and the Android have increased in market share while Windows OS has decreased. For the first time, the HP Touchpad, Kindle Fire and the Samsung Tablet have entered the Top 10 mobile devices. The report also looked at brand loyalty and found that iPhone owners are more likely to stay loyal to the Apple brand with 89.3% either owning or planning to purchase an iPad. While the majority of Android users are planning to purchase an iPad, Android has made fast strides in gaining customer loyalty considering they just launched their Tablet June of last year. However, the Blackberry Playbook sees extremely little brand loyalty with four per cent of consumers even considering owning one.

... but retailers need to invest in the tech needed to deliver on these demands, warns Stibo despite consumer research pointing to a rapid embrace of location services in m-commerce, only a quarter of retailers are looking to invest in location based and geo-spatial technology this year, finds a study by Stibo Systems. The research suggests that retailers are looking to invest in transactional mobile websites that are rich in multimedia and strengthened by detailed product information. However, retailers reported lack of budget (58%) and legacy technology systems (37%) as the biggest barriers to investment in these mobile strategies. Half of retailers state that consumers expect shopping on the move via transactional mobile sites. Mark Thorpe, Managing Director UK at Stibo Systems, explains: “Mobile is

a growing facet of a retailer’s multichannel strategy, and while retailers have long been aware of it, most have not actively moved towards putting a proper mobile strategy in place. Our previous research has found that consumers aren’t satisfied with their mobile shopping experience, so it is promising that retailers now recognise the need to focus on their multi-channel offerings. Worryingly, lack of ‘know how’ was cited by 15% of retailers as a reason for slow implementation of m-commerce. This, coupled with consumer demands for a more enriched shopping experience including more social interactions and product information, shows that retailers need to invest in the right technology to underpin their multi-channel offering to

manage master product data across all channels.” Ian Parkes, Director at Coleman Parkes, the company that carried out the research among 100 senior execs at leading UK retailers, adds: “This research shows that ‘SoLoMo’ (social, location and mobile) seem to be the biggest growth areas. We have found that retailers recognise the importance of m-commerce, and realise that consumers are moving on from using mobile devices simply for browsing to actively purchasing. Our findings suggest that the shrewdest retailers will now be preparing for internationalisation and geo-spatial retailing, yet maintaining detailed product information across multiple channels remains the biggest priority.”

DON'T MISS! The mSport Summit 26th April

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NEW FOR 2012! The mGaming Awards

April 25th, 2012 The King’s Fund, 11–13 Cavendish Square London, W1G 0AN

NEWS Sports Illustrated swimsuit edition gets interactive mobile makeover for the second year in a row, the digital extensions of the annual Sports Illustrated Swimsuit franchise includes a mobile campaign. Behind-the-scenes videos of the 19 different swimsuit model photo shoots can be launched from the magazine’s pages using the new mobile Swimsuit Viewer App for iPhone, iPad and Android. Each video is launched by scanning one of the digitally watermarked photos using the Digimarc Discover Platform. The 2012 Swimsuit Issue is the first top 100 US magazine to use digital watermarking for promoting a video. Digimarc’s digital watermarking technology embeds an imperceptible pattern into the image that can be detected by a smartphone, but not by the human eye. Unlike a QR code, watermarks do not cover a part of the image or ruin the page design. The SI Swimsuit Viewer 2012 mobile app and high quality video delivery process were built and are managed by Nellymoser, a Massachusetts-based mobile marketing and technology services company. The app and video are powered by Nellymoser’s mobile engagement platform, which enables marketers to optimize, deliver and present digital content across desktops, tablets and phones. It is available for free from the iTunes App

Store and Android Market. The SI Swimsuit Viewer 2012 app provides a completely branded mobile experience that enhances the print issue. Readers use the app and point their smartphone’s camera at the model’s photo. The digital watermark is automatically detected, which triggers the associated interactive content. Satellite TV company, DirecTV, is sponsoring the free Swimsuit Viewer app and will feature Supermodel Kate Upton in a brief DirecTV ad at the end of each video. “The Sports Illustrated swimsuit issue has become the gold standard for showcasing cutting edge, high-quality print-tomobile experiences. Nellymoser is pleased to be a part of this popular issue for a second year in a row,” says John Puterbaugh, Founder and CEO of Nellymoser. “Given that millions of readers look forward to this issue, we anticipate a tremendous amount of viewing activity. Nellymoser’s mobile engagement platform is designed to handle these large numbers of users while ensuring fast downloads, crisp video and clear sound.” “The annual Swimsuit Issue is an American institution and we’re thrilled that

Sports Illustrated selected our technology to create a fun, engaging experience for its readers,” said Ed Knudson, EVP, Sales & Marketing of Digimarc Corporation. “SI has really showcased the creative versatility of Digimarc Discover as a next generation print-to-mobile platform.” 

StrikeAd partners with Cognitive Match to deliver personalised mobile ad campaigns strikead, the London and New York based mobile advertising specialist, and the developer of the industry’s first mobile-specific demand-side platform (DSP), is to partner with Cognitive Match, developer of market leading Dynamic Creative Optimisation (DCO) solutions, to deliver powerful personalised mobile ad campaigns. The partnership will now enable StrikeAd – whose mobile platform already includes advanced features such as location-based tracking and real-time bidding – to offer advertisers the opportunity to place real-time mobile-specific DCO ads in front of the right consumers with the goal of increasing engagement, reach

and overall mobile ad campaign RoI. Alex Rahaman, CEO of StrikeAd explains: “This partnership is one of the first of its kind in the industry, and is going to dramatically change the way the mobile ad market develops. Using our platform, combined with Cognitive Match’s learning engine designed to deliver creatives that visually inspire the individual to action, advertisers will be able to see the effectiveness of their mobile ad campaigns, all in real-time.” The Cognitive Match software uses a blend of the latest advances in artificial intelligence, psychology and semantic technologies, to build hundreds of data points to make split-second decisions

about what content to display at every impression. The partnership with Cognitive Match will enable StrikeAd to provide advertisers with increased acquisition and reach for mobile ad campaigns by matching elements of a campaign which appeal to individual consumers – based on consumer data collected in real-time – and deliver them on to their mobile. “By optimising every stage of a mobile ad campaign with our DCO solution, advertisers can achieve much more from each individual campaign, and learn more about their audience as a result”, commented Alex Kelleher, CEO and Founder of Cognitive Match.


HTML5 m-payment API lets developers use direct carrier billing for cross platform apps paymentone, a a global leader in mobile payments, has launched the PayOne HTML5 API, which provides an HTML5 compliant web based payment flow for developers of mobile games and applications looking to monetize their offerings across all platforms and devices with a highly secure and frictionless “charge it to my mobile phone bill” payment method. HTML5 is enjoying strong momentum in the market, emerging as the fastest growing platform for developers seeking a richer experience for their games and apps. HTML5 solves fragmentation challenges with the ability to develop once and reach all platforms while avoiding the walled garden restrictions that characterize the traditional platform-specific app stores. “There isn’t any question about the adoption of HTML5; it’s fast becoming the de facto standard,” says Janel Garvin, CEO of Evans Data. “There is

special strength in HTML5 for mobile and cross-platform mobile apps, which is the direction the industry is moving for client devices, and that has made it extremely attractive to developers everywhere in the world.” “HTML5 makes every device a potential commerce opportunity for developers of games and apps,” said Brad Singer, PaymentOne executive vice president. “The rise of HTML5 means developers can easily expand their reach across platforms, and the PayOne HTML5 API lets developers build once and monetize everywhere via the open Web.” Service developers who previously had to choose which platform and device to develop their service for can now create their offering in HTML5, expanding its reach to every connected device where the service can be played within the browser. With its HTML5 support, PaymentOne makes it simple for

these developers to offer in-app Mobile Web payments capabilities where gamers can place their in-app purchases directly on their mobile phone bill. Around the globe carriers are removing the restrictions that previously handicapped developers’ ability to add in-app purchasing options to their Mobile Web games and apps that could be billed directly to a consumer’s mobile phone bill. Carrier support for mobile Web based in-app purchases coupled with the rising tide of HTML5 is a powerful combination that will ultimately empower developers to break away from the limits imposed by the walled gardens of the traditional app stores. PaymentOne has already processed in excess of $5 billion in direct to carrier billings with micro transactions typical of in-app purchases and game subscriptions for clients including Blizzard Entertainment, America Online, Gaia and WeeWorld.


Microsoft extends direct carrier billing to its m-commerce platform in MACH deal microsoft has extended its successful direct operator billing agreement with MACH, the world leader in direct operator billing. The extended agreement sees MACH integrate with Microsoft’s new Commerce Platform, opening the way for operators to quickly and easily connect to the Microsoft Marketplace through its Direct Billing Gateway. The agreement also sees MACH deliver direct operating billing services to Windows Phone users on TELUS’s network in the strategic Canadian market, enabling frictionless apps payments with the charge for the app being placed on the subscriber’s phone bill. By connecting to Microsoft’s new Commerce Platform through MACH, operators will benefit from a much quicker and easier integration process and access to the Microsoft Marketplace, securing them a faster time to market and

enabling them to benefit from ongoing revenue shares sooner. While the frictionless billing experience for users that MACH’s Direct Billing Gateway provides, will enable increased sales conversions on Microsoft’s Windows Phone Marketplace, stimulating the apps economy for both the software provider and operators, while allowing developers and merchants to maximise revenues. “Direct operator billing is a popular feature among Windows Phone customers because it makes purchasing the latest apps and games quick and easy,” says Todd Brix, Senior Director, Windows Phone Marketplace. “MACH’s solution is now integrated with our new Commerce Platform bringing simple direct billing to TELUS subscribers in Canada.” Charles Damen, Vice President Mobile Billing and Payments, MACH, adds: “Direct operator billing is the

future of payments for apps and digital goods. It provides online merchants and content providers with a range of potential features, including frictionless purchase, real-time charging, flexible pricing points as well as direct refund capabilities. Not only does it make the user experience better, but it makes great business sense too, delivering a high conversion rate to apps stores and maximising revenues for apps developers and merchants.” MACH’s Direct Billing Gateway was launched in response to the need for a more effective billing mechanism for apps commerce. Offering a much more sophisticated and direct billing method than credit cards, PSMS or WAP billing, MACH’s Direct Billing Gateway creates a simple to use frictionless buy process, making it easier than ever for mobile subscribers to purchase apps and digital content, so maximising the revenue for app stores and content providers.

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NEWS and Masabi launch m-rail ticketing, an award winning online travel retailer, is using Masabi, a developer of mTicketing technology for the transport sector, for its mobile ticketing service. The mobile application allows travellers to search for train times, buy tickets and earn loyalty points for any route in the UK, with displayable mTickets available on certain routes, eliminating the need for many passengers to use ticket machines. The apps currently support iPhone, Android, Blackberry and Nokia smartphones, as well as most everyday phones, with a Windows Phone 7 version launching soon. Customers can quickly and easily search for and buy train tickets and earn loyalty points without paying any booking fees - repeat purchases are even faster, requiring only a few key presses. mTickets are supported on certain routes, such as the Chiltern Railways network, in the form of 2D barcodes. Where mTickets are not available, customers can collect their tickets using a booking reference number at most UK rail stations. The application also has the option to link purchases to the user’s web account, giving them a single

convenient place to view all purchases, or print out receipts for expenses claims. “It is now possible to get the great service on the go where customers can check train times and buy the cheapest possible tickets whilst earning loyalty points using their mobile phone, whether it’s the latest smartphone or a basic everyday handset,” explains James Bain,’s Director and Co-Founder. “We look forward to continuing to work with Masabi to further develop the mobile applications and offer more advanced features, ultimately improving our customers’ experience.” “As more and more consumers opt to travel by rail, there is a need to find new ways to sell tickets without necessarily expanding every station. This application allows consumers to completely bypass ticket machines, making their journeys as effortless and enjoyable as possible, from buying the ticket to boarding the train,” adds Giacomo Biggiero, CPO of Masabi. “We are extremely pleased to be working with forward-thinking online rail ticket vendors like in bringing this innovative service to the public.”

Momac expands presence in Americas and installs regional SVP momac, a leading provider of customer engagement interface solutions for mobile operators, has committed to growing operations in the Americas by opening the first US-based Momac office dedicated to serving and expanding clientele on both continents. To further this aim, Momac welcomes Gabriel Gallegos – the former General Manager of Latin America for a major mobile VAS player – as Senior VP of Business Development for the Americas. Gallegos brings 20 years of experience in growing technology companies, and will spearhead Momac business expansion within mature North American telecommunications markets and emerging markets in South America. In the past year, Momac has grown significantly in operator clients, with

increasing requests coming out of South America, particularly Brazil, Argentina and Chile. Momac CCO Sham Careem says the new location in Florida will allow Momac to support and grow its expanding client base and intensify Momac’s market penetration in this region of the world. “Due to the huge potential for different partnerships in North and South America, and an impressive demand for the Momac mobile platform mvolve, Momac decided to open a fourth office in the US,” says Careem. “This is really a testament to the strength of our platform. Mvolve is being adopted all over the world as a superior customer engagement platform that delivers measurable results in terms of mobile customer experience management and we are excited to develop our offering in these markets.”

NEWS M-payment options grow as WorldPay integrates BOKU worldpay has selected BOKU as its global mobile payments partner, integrating BOKU’s payments platform into its payment network, allowing WorldPay’s merchants’ customers to make a purchase and pay directly via their mobile operator bill. This partnership demonstrates that mobile payments are becoming a mainstream payment vehicle that allows merchants to acquire new customers, and provides consumers with a simple and seamless checkout experience. WorldPay merchants will now be able to instantly offer a secure, convenient and fast mobile payment experience, as well as enabling payments for mobile users without a credit or debit account. BOKU’s mobile payment network is available in 67 countries through more than 260 mobile network operators, offering merchants a potential customer base of up to 4 billion consumers. “WorldPay is a leading payment service provider with an outstanding network of merchants,” said James Patmore, SVP and Managing Director, BOKU. “Our technology helps do the hard work for our merchants, things like foreign exchange, granular price points, multiple currencies & languages, and more. We believe BOKU offers WorldPay merchants a powerful tool for the acquisition of new customers and an opportunity to enhance their purchase experience, leveraging the convenience of BOKU for all types of digital goods and services.”

BOKU is the global leader in providing bank-grade mobile payments technology to merchants online. Through BOKU’s direct APIs, merchants can easily integrate mobile payments into their checkout and leverage BOKU’s pricing and transaction technology built by industry veterans from Amazon, Google, Paypal, Yahoo, Bank of America, and AT&T. Existing WorldPay merchants will now have extended capabilities to add carrier billing as an option by registering with BOKU and activating the service using their WorldPay account. Gabriel Hopkins, Head of eCommerce Products, WorldPay comments: “mCommerce has grown in popularity among consumers over the past few years and mobile transactions are now a viable way to pay for goods and services. Yet, research has shown that there is still room for improvement when it comes to meeting consumer requirements for mobile payments. BOKU has continued to address such demands with a platform that has proven to be a convenient and trusted option for mobile shoppers. As platform carriers have entered the payments space with competitive commercial rates and true payment APIs, this is the ideal time to offer our merchants a mobile payments checkout option. BOKU’s broad reach, extensive direct API carrier connections, global scale and innovative technology makes it the best option for WorldPay and its merchants.” >>FOR MORE ONE MOBILE PAYMENTS SEE PAGE 13<<

My Destructible Text goes live: once its read the message is dead my destructible Text is the first iPhone application that allows you to send a text message to another mobile phone that will disappear once read. SOA Networks has built this service to give you peace of mind, allowing you to send advice, opinions or make a statement with the security of knowing that the message disappears once it has been read. Sam Seller of SOA Networks says “We know there is demand and believe that it

will become second nature for people to use this service”Where can this applica@ on be used? “At present it is available on the UK App Store and will soon be available worldwide.”What if I don’t have an iPhone and I want to send a destruc@ble message? “There will soon be applica?ons and ways for other devices to send these messages” The application is free to download from the App Store.

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Don’t bamboozle your users With Mobile World Congress upon us, Paul Skeldon finds that it is shaping up to be all about mobile payments – and that means things that aren’t as confusing as NFC hopefully you are reading this at Mobile World Congress. Or, if not, you are reading it during Mobile World Congress, but somewhere nice and not fighting for taxis with mobile execs from all over the world. While the global mobile industry is in Barcelona for the week, many can be happy in the knowledge that mobile is now an integral part of everyday life for virtually the entire world population. But while this started out as a means of communication, it has over the last couple of years morphed into something much more central to the way people live and do business – and nothing exemplifies this more clearly than the proliferation of mobile payment offerings. In fact, you could be forgiven for thinking that the theme of this year’s Mobile World Congress was mobile payments. While m-commerce has been the talk of the town for the past two years, this year mobile payments are now the thing that everyone is launching. And this is set to revolutionise the reach of m-commerce into mainstream society. So what’s on offer? Well back in the UK last week Barclays Bank unveiled, to much media fanfare, its PingIt app which ties phones numbers to bank accounts and allows for really simple peer-to-peer money transfer. The UK banking industry is working now on creating a database of phone number-bank accounts and this service will be available across all banks very soon. But what makes this interesting is that, while it is p2p right now, very soon it will be p2b – and that changes everything. That closes the m-commerce loop: marketing-research-location-purchase-payment. Job done. This scheme is not here yet, but it will be. While that happens, though the likes of WorldPay and BOKU are teaming up to offer merchants the ability to connect to consumers mobile wallets, again facilitating p2b payments via mobile in a simple and effective way. There is also going to be a raft of NFC-based payment offerings doing the rounds in Barcelona this week and, while the industry believes that NFC will be the payment platform of choice (well, the enabling technology, the payment platforms are another story), I think that the other, less technically dependent offerings by the likes of Barclays, WorldPay, BOKU and others will be what consumers opt to use. Let’s face it, they are simple, cheap, effective and use facilities that we are all pretty much familiar with. NFC requires tech in the phone, tech in the stores – and none of this is remotely mainstream right now. I don’t doubt that eventually the ecosystem will be NFC driven, but for now mobile payments is likely to seed itself and then grow using these other, more simple solutions that don’t bamboozle the user. Editorial Editor Paul Skeldon | Sales & Marketing | Production Director Annika Micheli | Publisher Jarvis Todd To subscribe, please go to What we’ve been listening to Love you til the end, The Pogues | What we’ve been amused by The Maryrdom of St Pancake | Who we’ve been following NTT DoCoMo –now in English! | What we’ve been reading about The Dark Web | March 2012 will bring... some interesting news around M-gambling



Pulling it all together The recent publication of a greenpaper on integrating card, web and mobile payment processes from the European Commission could potentially have far-reaching implications for businesses in Europe and beyond, changing transactions for the better. Gabriel Hopkins, Head of eCommerce Products, WorldPay, takes a deeper look at what the paper means for European merchants the european Commission has recently published its greenpaper, Towards an Integrated European Market for Card, Internet and Mobile Payments, with the ultimate aim of integrating the myriad European regulations that currently govern this sector, to remove the barriers impacting the future growth of e and mCommerce and to create a single payment market. Throughout the paper, the European Commission has outlined some of the current payment issues caused by the lack of regulations, as well as some suggestions on how to improve. The retail market in Europe is huge. In 2009 alone, more than 58 billion retail transactions were made in the European area alone, according to statistics from the European Central bank. Breaking this down into separate payment methods, card payments represented a third of all retail payments in 2009. Forrester has forecast that the number of online shoppers in Europe will increase dramatically, from 141 million in 2009, to 190 million by 2014. With the eCommerce sector estimated to grow at 10% annually over the next five years, there is a huge opportunity for retailers, particularly as the average spend per capita is predicted to grow from €483 to €601 in 2014, and current market penetration of eCommerce is only 3.4% of all European trade. These statistics, in conjunction with the timing and motivations behind the publication of the paper are particularly pertinent, as on a smaller scale, we are seeing increased levels of cross-border transactions. This is set to be a major priority for many businesses in the coming years. According to the greenpaper, within eCommerce, there are three main issues that need to be addressed: the cost of payments for consumers and merchants, the diversity of payment methods across

member states and payment security. The cost of payments for merchants and consumers is particularly noteworthy and it is interesting that the greenpaper has chosen to highlight it. The European Commission has so far worked to provide increased transparency from some of the larger players such as the major card schemes. Already some of those controls have distorted the markets with large retailers and providers in-part choosing to domicile themselves in specific smaller European countries to take advantage of low intra-European acquiring rates. So far in Europe the changes have been generally good for consumers, but the so-called Durbin amendment in the US offers some salutary lessons about what can go wrong when governments or regulators choose to intervene too much in commerce. Durbin was supposed to reduce the price of debit card payments for consumers. In fact, it has done the reverse and enriched retailers and other intermediaries, while proving to be a disincentive for debit cards to consumers. Currently, there is a broad range of payment instruments available across Europe. Of these, real-time bank transfers (popular in the Netherlands and Germany in particular), provide the best deal for merchants and consumers. The real cost of payments is often difficult to forecast as the costs of handling fraud need to be factored in to your overall equation. Realtime and other bank transfers eliminate much of these risks and are relatively cost efficient in the first place. The second issue from the greenpaper is the diversity of payment methods used across member states, which is a key area to take into account for any standardisation. Here, we confront an interesting question – concerning the short and medium-term benefits of standardisation. While these remain to be seen, it is

certainly true that standardisation is likely and will almost certainly be beneficial over the long-term as it will reduce barriers and increase cross-border trade. Over the last 10 years we have seen a steady move towards European standards in card acceptance. We have started to see consolidation of many of the global schemes to the largest players in the market. For example, schemes such as Switch in the UK have been consumed by global giants like MasterCard. Other portfolios have been converted over to Visa’s debit scheme. There’s some deep irony here, as the very European nature of the consolidation has wholly empowered non-European players – Visa and MasterCard. Overall the consolidation has been good for merchants. For example, they don’t need to change their systems to accept Solo or Laser cards and be relevant in the UK and Irish markets. And consumers have ended up with plastic that doesn’t become valueless when they get on a plane. However the issue has not run its full course, and there are still some regional differences that need to be accounted for. For example, for merchants to appeal to the mass French consumer market, they still need to accept Carte Bancaire. For Danish consumers, merchants need to accept Dankort. Almost certainly, time rather than regulation will resolve those issues in the few remaining markets. The story for alternative payments is trickier. Take Holland for example. iDEAL, one of the real-time band transfers mentioned earlier, now accounts for well over half the eCommerce transactions that Dutch consumers make. The scheme was nurtured by a handful of Dutch banks and has grown up very quickly as both merchants and consumers love it because of the way it operates.



However, I canâ&#x20AC;&#x2122;t realistically imagine a central European committee designing a successful European scheme that could have gone from concept to a 50% market share in less than 10 years. So we should not decry unilateral moves if they result in strengthening the overall payments infrastructure. What iDEAL in the Netherlands, Giropay in Germany and EPS in Austria have taught us is that consideration of the ultimate functionality and the interests of local consumers and merchants are paramount to any schemeâ&#x20AC;&#x2122;s success, and should underpin any attempts at standardisation. The European Payments Commission has set up an interoperability framework to go some way to alleviate this, which allows competition between schemes and give banks the choice of which provider they choose. Conversely one area where standards seem crucial is mobile payments. Currently it is difficult, if not impossible for portability of mPayment applications to occur, due to a stalemate between mobile network and virtual network operators (MNOs, MVNOs), Payment Service Providers (PSPs), banks and other groups such as manufacturers and app developers. For mPayments to become mainstream, each party needs to give up some ground to make payment portability between operators more viable. Finally, and perhaps most importantly, are the security issues around these new payment methods. While the introduction of Chip and PIN technology has helped to reduce card fraud, fraudulent activity in general is now moving to remote card transactions, especially in regards to payments over the internet.

Non-card payments are also vulnerable to fraud, as are micropayments (those for low-value transactions). The European Commission needs to take these fraud areas into account and make it easier for merchants and consumers to be safe, whichever payment methods are used. While security measures such as two-factor authentication help address the issue, there is the continued trade-off between security and transaction speed to take into consideration. To add a final consideration for security, the European Commission also needs to take into account data protection laws across Europe, to which all players in the transaction chain have to adhere. Without single laws and regulations, this can be an incredibly complicated area. A changing landscape The European Commission has laid out a number of drivers for market integration in its greenpaper, all of which provide sound business reasons for standardisation and unification across Europe. Perhaps one of the most important reasons for this integration is to encourage competition between service providers. This will expand business opportunity and provide incentives for innovation as businesses look to cater for developing technologies and customer preferences. Additionally, increased innovation will benefit consumers as they will have better and faster payment experiences, encouraging them to spend more, and more frequently. Competition and innovation will also be encouraged from countries that may not currently be thought of as payments innovators. This

will in turn encourage more development in countries who have long-established payment methods and may have become complacent. Both merchants and customers will also benefit from increasingly secure payment methods, giving peace of mind, clarity, and reassurance that both sides of the transaction are protected from fraudulent activity, although comprehensive fraud and risk management strategies will still be required. Additionally, customers will benefit from more payment choices, and increased transparency on payments from merchants. Customers will be encouraged to go for the most effective payment instrument for their transaction, which may not be one that they are currently using. The European Commission also needs to take into consideration the impact that new payment methods will have on consumers and merchants. In the greenpaper, the commission outlines that the lines between ePayments and mPayments will become increasingly blurred. While this may be the case, there still needs to be due consideration given to the specific needs and regulations of each method separately. For example, currently, each country self-regulates when it comes to mobile payments, which obviously is not an ideal scenario in the long-term. Where ePayments are concerned, there needs to be a framework addressing interoperability standards, technical standards, security and the requirements of different markets to make integration a reality.



eCommerce and new payment methods offer a substantial revenue stream for businesses across Europe, and the greenpaper could have a significant impact on improving the opportunities for overseas trading, however it is dependent on the outline intentions being fulfilled. The paper is a positive step forward in the efforts to make it easier for consumers and merchants to transact throughout

Europe, if no changes are made, the situation could be even more confusing for all parties than it currently is. Currently, the lack of unified standards means that merchants can be susceptible to fraud from overseas customers as local knowledge is needed to identify and protect themselves against fraudulent transactions from less well-known territories. While fraud and risk solutions still need to be a part of a merchantâ&#x20AC;&#x2122;s toolkit, unified standards across multiple geographies will make the process of identifying fraud a lot easier. If the European Commission is successful in its efforts to make payments simpler

and safer through single payment regulations, merchants and consumers alike will have peace of mind and a greater opportunity to take advantage of trading across Europe. Ultimately, unification of payment methods is something that will benefit sellers and buyers in Europe, and promote retail opportunities at a time when the economy is looking for a cash injection. The appetite is certainly there for increased buying and selling opportunities, the key for the European Commission is to make sure that these proposals become a reality, and donâ&#x20AC;&#x2122;t get stuck in an endless circle of bureaucracy.



BRAND AND MULTIBRAND Companies such as Vodafone, T-Mobile, Orange and Telefonica that believe they can continue to use a single brand to service all their customers will need to re-evaluate their brand strategy, warns John Strand in the early days all mobile operators believed that they could service all their customer segments across multiple countries using one single brand - in the same way that some religions hope that they will one day convert the whole world’s population to their belief. Back in the 1990s, a number of large mobile operators were created either organically or via M&A and started using one brand to service millions of customers across many different countries. The best known market players from that era are companies like Vodafone, Orange, T-Mobile and Telefonica. You will often notice when you read about these operators in the media that they often almost magically manage to get a little bit extra media attention, simply because they have created some very large multinational brands that are known and available in many different countries. In some ways there are similarities in the way these multinational mobile operators profile themselves to the way some large religions profile themselves. The mobile operators believe that they can use one single brand and a standardised message across many different countries and cultures to service all types of customers and companies. But if you take a closer look, exactly how successful are these operators at the moment and can they be successful in the future by continuing their singlestrand strategy? Or will they have no choice than to revise their brand strategy sometime in the future? Strand Consult has been working with mobile operators around the world for 17 years and it became very apparent to us a long time ago, that a single brand strategy is not the way forward for becoming a successful mobile operator in the future. Just like the religious world is very fragmented, with many religions having numerous subcultures that emphasise some parts of the religion more than others, the mobile markets are also be-

coming increasingly fragmented. This global fragmentation is increasing and is being driven forward by MVNOs and multibrand strategy mobile operators. We have chosen to divide operators into two types of operator, based on their brand strategy: The Empire builders - These are operators that believe they can use one single brand to service all customers. Their primary objective is to acquire as many customers as possible using one brand across multiple countries. The value creators - These are the operators that focus on getting traffic on their network. Some of their customers will be using their premium brand, others will be using their discount brand and they will still have even other customers using other smaller brands that they control, or users that are customers of the many MVNOs that the mobile operator also has agreements with and that are using the operator’s mobile network. During our business travels meeting and holding workshops for operators around the world, it is very noticable that most operators are battling to do business on saturated markets with high penetration, where most operators end up attracting and thereby swapping customers by lowering their prices. We do not believe that a future mobile operator can service all customer segments with one single brand. How do you build a brand that is equally attractive to business customers, ordinary private customers and teenagers at the same time? The security and quality that the corporate customer needs is very different from the coolness and hype in demand from the youth segment. In our opinion all mobile operators should use multibrand strategies. Some operators already have a multibrand strategy, but not all are comfortable with that strategy. On the one hand there are some operators that have embraced the multibrand strategy. Operators like KPM in Holland, Belgium

and Germany and TDC in Denmark are using multiple own brands in combination with an aggressive MVNO strategy that together form a strong multibrand business strategy. Other operators are still reluctant to focus too heavily on a multibrand strategy and are still primarily focusing on one single brand, but at the same time have felt obliged to enter the MVNO market. These operators are primarily using MVNOs to target customer segments that they have traditionally had trouble acquiring with their single brand strategy. The primary difference between the two above “multibrand” strategies is whether the operator owns many different brands himself and is willing to sign agreements with MVNOs that actually create head-to-head competition with their own brands. Strand Consult has no doubt that operators that are looking to be part of the volume game and that focus on a multibrand strategy, will be the most successful market players in the future. Operators that want to be part of the volume game but continue to believe that they can service all customer segments with one individual brand will face difficulty in the future. Strand Consult has been working with multibrand strategies in the mobile world for many years. In 2001-2002 we published a number of reports about the Korean mobile market, where we described Korean mobile operator KTF’s enormous success with their multibrand strategy. Those reports played a central role when Strand Consult later held workshops for Stan Millers team at KPN. The report, together with our extensive knowledge about the MVNO markets provided KPN with a great deal of information and inspiration to create the multibrand strategy that subsequently resulted in KPN’s success on a number of markets. >>The full report is available to download here<<



TOP TIPS FOR MWC Mobile World Congress is upon us. Of the millions of things on show, here are the key things we think you should be looking out for – or if you can’t make it to Barcelona, the things that you are missing

1. NFC

There is going to be no escaping NFC this year at Mobile World Congress. It is poised to ‘come of age’ and this year’s show will be awash with networks, equipment makers, service providers and all the peripheral suppliers looking to entice the 60,000 delegates to start thinking seriously about it. So what is on offer? Companies such as Gemalto will be on hand to offer a view on the technicalities of getting NFC up and running and what is possible with it – beyond simple payments, right through to how it fits in for ticketing as well as short range high bandwidth content distribution and its role in the marketing mix. Meanwhile the likes of Digimo will also be at the show aiming to show retailers how easy it can be to start to integrate NFC at point of sale and link it to the back end. This is perhaps the crucial – and oft overlooked – part of the NFC puzzle. “NFC continues to penetrate new markets across the world,” said Remi De-Fouchier, Senior Vice President, Trusted Services Management at Gemalto. “Gemalto has been there every step of the way, providing our customers and the mobile NFC ecosystem as a whole with the reliability and security our products and solutions deliver from our TSM solutions to digital wallet and beyond.”


Mobile money and payments – closely connected to NFC, although not predicated on the latter taking off – has been a big topic in telemedia for years and this year’s mobile world congress will showcase how the entire mobile industry is focusing in on the movement of mobile money and the use of mobile and mobile channels for payments. While the likes of premium rate and PSMS don’t really get a fair look in at this behemoth of a show, they are often the underlying payment tools that make much of what happens in the App Planet Hall actually work. But mobile payments have come a long way in recent times and this year’s MWC is likely to show how mainstream players

are starting to see them. Barclays PingIt is an obvious example and its simplicity is likely to be the talk of the show. Tech companies such as Sybase 365 and even Nokia are also likely to be pushing interesting solutions and technology: much of which is already starting to be used in anger in Africa. Ericsson Converged Wallet can unlock the potential of the m-wallet for operators and financial institutions by converting the accounts of over a billion consumers already on the Ericsson Billing & Charging Solution to m-wallets. Some 1.6 billion people worldwide who are already using a type of ‘first generation’ mwallet voice accounts (pre and post-paid accounts), can now be easily converted to ‘next generation’ m-wallets through Ericsson Converged Wallet The Ericsson Merchant Wallet service will help provide large Internet brands and merchants with a solution for payments including payments; virtual currency transactions, loyalty points. Ericsson Wallet Platform delivers software solutions and hosted services to enable secure and convenient mobile financial services, e.g. person to person money transfer, bill payment, merchant payments and micro loans


Allied to mobile money and payments will of course be mobile commerce (m-commerce) a subject close to my heart – and my bank manager’s as I await the royalties for the book I wrote on it (put Paul Skeldon into Amazon and buy a copy) – and it is increasingly becoming the driving force behind the growth and expansion of the mobile industry. As part of its growing portfolio of products, Ericsson’s M-commerce Interconnect acts as an eco system hub for money transfer; payment transactions and services between subscribers of Mobile Network Operators and other service providers (e.g. banks, money transfer organizations, payment service providers, Internet service providers) The new services within Ericsson’s m-commerce portfolio follow on from the launch of Ericsson M-commerce Interconnect showcased at MWC 2011. Following last year’s event the Interconnect service went live in the Philippines connecting through



partnerships with operators Globe Telecom (GCash) and Smart Communications (Smart Money) m-wallet schemes. Adam Kerr, Head of M-commerce, Ericsson, says: “This is an exciting time for the m-commerce industry, which is expected to process over USD 800 billion globally by 2016*. At Ericsson M-commerce we are in a unique position to work with strategic partners to kick-start the next wave of growth of the M-commerce eco-system.” “Right now we are very focused on providing services that give our partners across the eco-system a fast route to provide their consumers with more m-wallet and platform independent services and greater payments choice. Through our enhanced suit of services we will enable partners to get closer to their customers through differentiated wallet services that connect and add value to their consumers,” he adds. But many mobile network operators are missing out on potential revenues from commerce because their networks aren’t

up to the job, suggests findings from TNS research on behalf of BelAir Networks. The survey of GB and US respondents reveals that while 56% of people find the quality and speed of their mobile internet connection in metro areas to be adequate, that number drops to 43% for smartphone users. However, if service providers were to charge extra for a consistently great mobile broadband experience, the survey also reveals a willingness to pay an incremental amount for this, with that increment being slightly higher among smartphone users. As little as $7 – 8 per mobile broadband subscriber would constitute nearly $20 Billion in annual revenue* but more than 36% of smartphone users in the US and more than 22% in GB claim that they are willing to pay an additional $10 (7 pounds Sterling) or more per month. “With the high growth of mobile broadband, with traffic doubling every year, and continued pressure on existing mobile and fixed networks in metropolitan areas driven by increased

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video and application usage, access to wireless broadband has become like oxygen for smartphone users,” said Ronny Haraldsvik, CMO/SVP Marketing, BelAir Networks. “There is a particular challenge in metro areas where the high density of people and buildings makes ensuring a great mobile broadband experience very complex, but subscribers’ willingness to pay more shows that an untapped market opportunity exists for fixed and mobile service providers and affiliated commerce partners.” The survey highlights some interesting similarities and differences among US and GB smartphone users, and their attitudes towards mobile broadband services and service providers. It finds that nearly two thirds (59%) of respondents surveyed say they are unlikely to use their mobile phone for online shopping and services due to unreliable mobile internet connections. This figure rises to 64% among US smartphone users and 78% for GB smartphone users.

4. UX

Since Apple launched the iPhone 4S last year, much attention has been focussed on how users interact with their devices. The 4S introduced the world to Siri, Apple’s voice control software (with, it has to be said, ‘flexible’ results), and for several years games consoles have brought motion control to the mainstream. Well now, the two are coming together, with a host of voice, gesture and motion control offerings for mobile at the show. Chief among these is eyeSight Mobile Technologies which will present new and exciting gesture recognition solutions at the Mobile World Congress, including: • SoundWave app for iOS – the first gesture-controlled music



player app for iOS, allowing users to control their iPhones and iPads using simple hand gestures. The app will be available for download on iTunes. • Android Gesture control Smart TV - in partnership with the Hiesense group, a leading Chinese consumer electronics manufacturer, eyeSight will present the first connected TV with built-in gesture recognition technology.

5. AR

While the world has gone QR code crazy – even we have, check out our QR code link to our website on, errr, our website – those with an eye on the next wave of real world-virtual world integration are looking at augmented reality.

Ironically, it was at Mobile World Congress in 2009 that I first saw AR in action (well, sort of) when Layar launched its rudimentary service. Since then it has come a long way and now is being used in all manner of applications from supermarkets to publishing to TV. One of the chief protagonists in its rise has been UK company blippar, which is on hand at MWC – on the Avenida no less, at the UKTI stand – to showcase its brilliant offerings that run on everything from tomato ketchup labels – where the label becomes a recipe book on the phone – to ourlandishly slick adverts for fast cars. While this offers an excellent interactivity path, what AR really brings is a way to link the real world and the web. This is proving itself lucrative in the advertising realm already, but once it starts to become standard in retail outlets and everywhere else, it will suddenly make the world a very different place. It truly will augment reality and that can only be a good thing. So check it out at the show.

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