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CONTENTS

SEPTEMBER 2016

IN THIS ISSUE : 5

VIEWPOINT DMA MD Rachel Aldighieri looks at the implications of Brexit for data privacy in the UK

Hello and welcome to our latest print edition. We hope you had a great summer and managed to get at least a few days’ digital detox. My two-week break this year was at Disneyland in Florida, doing the rounds of the theme parks – a roller-coaster ride in every respect. At my family’s behest, I managed to stay away from email for the duration, but I couldn’t really escape the tech. We were staying in a Disney hotel so when we arrived, we were all handed a ‘Magic Band’. This clever piece of wearable tech doubles/triples/ quadruples up as a mobile wallet, room key, personal identifier and location tracker, which I personally have no problem with, but it did freak out one of my family when we got to the end of one of the rides and a message flashed up on screen thanking her for trying it out. In fact, Walt was a big fan of technology, and always envisaged his theme parks as being something of a sandbox for trying new stuff out. I’m sure some of you reading this will have been to one of the Disney parks, EPCOT. But did you realise that the seemingly meaningless name is an acronym for Experimental Prototype Community Of Tomorrow? What I really liked about the Magic Band was how much sense it made in the context of the holiday. You’re on roller coasters or in the Lazy River in one of the Water Parks – the last thing you want to worry about is money. The tech meant that me and my family could leave the hotel with nothing more than some sun cream and the Magic Band and we were set for the day. It reminded me of the fact that tech is at its best when it’s designed with the needs of the customer in mind, though we all know that’s not always the case. Whatever you did this summer, I hope you had a good one, and as ever, hope you enjoy the issue.

6 THE DIGITAL

ELECTION

Mobile’s role in the US presidential race

30 COMICAL ATTRACTION

OF THE ART 12 STATE How museums are getting connected

ON THE LEVEL

The comic strip goes mobile

TabMo co-founder Renaud Biet talks programmatic and creativity

Adsquare CEO Tom Laband explains how to get the most out of data

POKÉMON GO 101

PERSONAL SERVICES

All you need to know about the monster mobile hit

Has mobile fulfilled its potential as the ultimate 1-2-1 marketing channel?

MOBILE WORKING How SAP Mobile Services are improving engagement in the digital enterprise

Why video and in-app advertising are made for each other

38 PAYDAY How mobile payments are making their way into the mainstream

How BidSwitch’s tech joins the programmatic dots

GOLD MINE

How publishers can get some of the ad dollars back from Google and Facebook

PERFECT PARTNERS

WELL CONNECTED

22 MUSIC ON TAP Mobile music streaming services compared

40 OPTIMISATION

OVERLOAD

Voluum global MD Gavin Stirrat explains what optimisation really means

42 FUTURE

PROSPECTS What the next incarnation of programmatic might look like

FIGHTING FRAUD

YouAppi CEO Moshe Vaknin explains how to beat the bad bots

David Murphy, editorial director

SUBSCRIBE If you want to be sure of receiving your copy of the print edition of Mobile Marketing three times a year, you can subscribe today to go on our controlled circulation list. It costs just £30 (UK); or £40 (rest of the world). To take out a subscription, just send an email to: subscriptions@ mobilemarketingmagazine.com and we’ll tell you what you need to do.

Editorial director: David Murphy – david.murphy@mobilemarketingmagazine.com +44 (0)7976 927 062 Managing director: John Owen – john.owen@mobilemarketingmagazine.com +44 (0)7769 674 824 Commercial director: James McGowan – james.mcgowan@mobilemarketingmagazine.com Business development manager: Richard Partridge – richard.partridge@mobilemarketingmagazine.com Designer: Alistair Gillan – jag@aQ2.info Production editor: Kathleen Steeden – kathleen.steeden@hotmail.co.uk Online editor: Alex Spencer – alex.spencer@mobilemarketingmagazine.com Reporter: Tim Maytom – tim.maytom@mobilemarketingmagazine.com Contributors: Rachel Aldighieri, Owen Hanks Print: Crystal Print – cwiggins@crystalcp.net For a paid subscription please email: subscriptions@mobilemarketingmagazine.com One Year Subscription Rates – UK: £30.00; ROW: £40.00 Mobile Marketing is published by Dot Media Ltd., 86-90 Paul Street, London EC2A 4NE www.mobilemarketingmagazine.com

www.mobilemarketingmagazine.com

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Mobile Marketing September 2016  

The September 2016 print edition of Mobile Marketing

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