CONTENTS JUNE 2010 | ISSUE 64
14 EVERYBODY SAY AR Augmented Reality is shaping up as the next, ‘next big thing’. We put the technology into focus.
7 PRIZE OPEN
Time to start thinking about what dress or suit to wear: yes, the build-up to the ME Awards 2010 has begun.
9 MONETISING MOBILE So, how do you make money from apps? We created our own conference to answer that very question...
INSIDE THIS ISSUE 4 OPINIONS
Who’s that shouting? ME gives airtime to its team and industry insiders for the letting off of steam.
A round-up of new services and technologies adding money-making options for app developers.
12 HELLO BUONGIORNO
Mobile’s original D2C giant is diversifying hard in the era of apps, B2O, mobile marketing and more.
People still buy ringtones? The proof is here in ME’s chart compendium.
17 PAD ON PAPER
The iPad: Oversized iPod Touch or salvation of the world’s old media publishers? ME tried one out.
Stat collectors, your operator data has been lightly toasted and is ready for you now.
Exciting new starts, and ends of eras all rounded up here. Also, fresh apologies to Ben Phillips. Sorry, Ben.
All your favourite lightweight industry nonsense is here. Now with added trivia.
25 MARKETPLACE YOUR GUIDE TO THE MOBILE CONTENT INDUSTRY
It’s taken 26 years for the future imagined by The Terminator to crank into life. I’m not suggesting Arnie is going to materialise from nothing into a windswept Nuneaton town centre, but it seems the era of the intelligent machine is here. To a degree. Suddenly, everyone in mobile is very interested in machine to machine (M2M). At present, just one per cent of cellular connections are inside industrial devices. But the advent of ‘broadband everywhere’ is opening the way for intelligent machines capable of exchanging info with each other. Indeed, last month, Ericsson AB’s strategic marketing director, Bo Ribbing, argued there would be more than 50 billion devices connected via broadband by 2020, and that everyone would be surrounded by an average of ten such devices. Operators are rubbing their hands at this potential bounty. Margins are being strangled by VoIP, IM and so on. So putting SIM cards into inanimate objects could provide some kind of respite for put-upon carriers. Unlike us, machines have simple ‘needs’ and don’t ring expensive-toassemble call centres when their signal gets weak. They breed faster than homo sapiens too. So, where are the new opportunities in M2M? There are obvious ones – home appliances, automotive and utilities. Mobile specialist Comverse is working with Intel on solutions that sit inside electricity meters, not just to measure power consumption, but also to regulate it for more efficient use. This will please Nicholas Negroponte immensely. I remember hearing the digital guru speak wistfully of a time when he naively imagined the SIM slotting in and out of multifarious devices for multiple uses – only to see the mobile industry trap its precious cards underneath batteries inaccessible to all. M2M isn’t quite the ‘hot swapping’ idyll he had in mind, but it’s a step closer. And it does usher in the start of the wholly connected world – where cars speak to heating systems – most of us assume is coming. Or maybe something more sinister. Back to Terminator. “A few years from now, this whole place, everything, it’s gone. Just gone... Nobody even knew who started it. It was the machines... Defense network computers. New... Powerful... Hooked into everything, trusted to run it all. They say it got smart, a new order of intelligence. Then it saw all people as a threat, not just the ones on the other side. Decided our fate in a microsecond: extermination.” On the one hand, this is depressing. On the other, think of the quarterly earnings boost from M2M before the machines kill everyone. Tim Green Tim.Green@intentmedia.co.uk Mobile Entertainment June 2010 | 3
For Everyone in Mobile Content