Issuu on Google+


8

Technology

Mobile Me 流動媒

The mobile phone has

become a powerful marketing tool, but its exciting commercial potential has yet to be fully realized on a truly global scale. For brands seeking to harness this ‘mobile media power’ and capture the lucrative attention of sophisticated media-savvy consumers, their top priority is to ensure that any communications are appropriate and relevant to the target customer’s circumstances. 流動電話已成為功能強大的行銷工具,但真 正就全球而言,流動電話的現有商業潛力仍 未完全實現。對品牌而言,若想尋求利用此 ASIAN TIGERS INVESTOR REPORT | MARCH 2010


Technology

9

dia Power 體的力量

『流動媒體力量』和吸引深諳媒體的成熟客 戶注意(從而實現盈利) ,首要工作是確保 任何通訊適合目標客戶的情況,且與之息息 相關。

Profile-based filtering and preferences established by marketers have come a long way in identifying how appropriate messages can reach target customers, but the recipients’ responses still remain largely in single digit percentages.

行銷人員基於個人檔案的篩選及所設定 的偏好,已在確定訊息如何有效達至目標 客戶方面取得了長足的進步,但接收人仍 反應平淡,回復率基本維持在 10% 以下。

The Mobile Marketing Association and several other industry bodies have recently

作者/by Steve Lunt

published articles on the increasing need for location-based targeting of customers, to optimise marketing communications. Location, relevancy and immediacy are increasingly regarded as the mobile’s essential ‘triple-play’. Most of the applications currently being developed for ‘smart phones’ (with GPS or cell site based triangulation capabilities) have built in location identification capabilities, and several leaders in the information and mobile devices industry have paid close attention to this evolution in developing their latest offers to the market.

近期,流動行銷協會及若干其他行業機 構發表數篇文章,對提高基於位置直達客

戶 , 優化行銷通訊的需求進行論述。位置 , 關聯性和即時性正逐漸被視為流動行銷必 不可少的『三大殺手鐧』。現時大多數針 對『智慧型電話』(帶有 GPS 或基於流動電 話站點的三角測量功能)開發的應用程式, 均已嵌入位置識別功能,且資訊及流動服 務業的幾間領先公司均在其最新推向市場 的服務中,密切關注這一發展動向。

Mobile Movers and ICE-Shakers ICE:流動行銷解決方案的「破冰者」 As everyday mobile-enabled activities continue to grow, it seems the practical applications of mobile devices are only limited by the imagination of product developers; and as mobile devices become MARCH 2010 | ASIAN TIGERS INVESTOR REPORT


10

Technology

has over 15 years of experience in telecommunications in Europe and in Asia, and he is extremely enthusiastic about the prospects for ICE Corp. He describes the company’s current position: “ICE Corp is at an exciting stage in its development, with some of the key and most sought after ingredients for success in the mobile marketing industry. We have access to mobile users, innovative mobile solutions and a customer base including successful brands that are increasingly featuring ‘mobile’ in their marketing campaigns.”

ICE are strategically located to exploit the fast growing mobile communications markets in Asia and the leading edge technological developments in Europe the most relevant means for reaching customers, marketers strive to march in step with shifts in their patterns of content consumption.

隨著日常流動業務持續增多,限制流動 裝置實際應用的唯一因素似乎是產品開發 人員的想像力 ;且隨著流動裝置成為直達 客戶的最相關途徑,行銷人員在改變內容 消費模式方面穩步挺進。

One Asia-based company aims to become industry leaders in satisfying these dynamic demands. The ICE Corp group offer global multimedia mobile marketing solutions, secure transaction authentication systems over mobile phones, and location based mobile applications. Their rather cool acronym stands for ‘Intelligent Communication Enterprise’, and

ASIAN TIGERS INVESTOR REPORT | MARCH 2010

the initials also neatly crystallize their product strategy, reminding clients and investors that their business comprises three key complementary strands: Information, Communications, and Entertainment — all provided by ICE over mobile devices.

日前,《亞洲虎雜誌》訪問了 ICE Corp 執行董事 Bala Balamurali,以更深入瞭 解該公司的業務及前景。Balamurali 在歐 洲及亞洲擁有逾 15 年電訊經驗,對 ICE Corp 的前景極為樂觀。他這樣形容該公司 的現狀 : 「ICE Corp 正處於令人激動的發 展階段,流動行銷業的關鍵和大多數備受 推崇的成功因素,我們都具備。我們可以 接觸到流動用戶 , 創新流動解決方案和客 戶基礎,我們的客戶基礎包括逐漸在行銷 活動中營造『流動』特色的成功品牌。」

Headquartered in Singapore with offices in Malaysia, the Philippines and Switzerland, ICE are strategically located to exploit the fast growing mobile communications markets in Asia and the 一間亞洲公司希望透過滿足這些旺盛的 leading edge technological developments 需求,成為行業佼佼者。ICE Corp 集團 in Europe. ICE aim to deliver mobile 提供全球多媒體流動行銷解決方案,獲得 content to consumers using the most 流動電話交易認證系統和基於位置的流動 appropriate means of transmission, and 應用程式。該公司全稱為『Intelligent their companies are likely to feature in Communication Enterprise』,其簡寫「ICE」 more and more stages of the mobile 剛好意為冰,相當夠「酷」,亦明確展示出 transaction value chain. 該公司的產品策略,提醒客戶及投資者 該公司從事三大主流業務,這些業務相 輔相成,包括 :資訊 , 通訊及娛樂,而 所有三大業務均由 ICE 透過流動裝置提 供。

Asian Tigers caught up with Bala Balamurali, Executive Director of ICE Corp, to get a better insight of the company’s operations and prospects. Balamurali


Technology

11

The ‘ICE’ was recently formed — by a group of companies with the common goal of delivering world

class mobile marketing and communications solutions ICE 總部位於新加坡,在馬來西亞 , 菲 律賓及瑞士設有辦事處,策略上而言,有 利於該公司利用亞洲快速發展的流動通訊 市場及歐洲最新科技發展。ICE 旨在採用 最適當的傳輸方式,向客戶提供流動內容, 且該公司可能會在流動交易價值鏈的更多 環節中發揮重要作用。

The ‘ICE’ was recently formed — by a group of companies with the common goal of delivering world class mobile marketing and communications solutions. It comprises three players in mobile messaging, mobile fraud prevention and advanced mobile marketing technologies: Solesys SA, which pioneered the Swiss premium mobile market; Radius-ED, a global technology service provider; and MobiClear, which has developed ‘PIVOT’, a state-of-the-art transaction authentication system to eliminate fraud during electronic transactions, conducted on a global level.

『ICE』由若干有著相同願景的公司於近 期成立,它們的共同目標是交付世界級流 動行銷及通訊解決方案。其中包括三間流 動訊息 , 流動欺詐防範及進階流 動行銷技術公司 :Solesys SA, 瑞士高級流動市場的表表者 ;

Radius-ED,一間全球技術服務供應商 ;及 MobiClear,曾開發出『PIVOT』,即避免全 球性電子交易欺詐的先進交易認證系統。

Balamurali explains ICE Corp’s strategy: “We have been vigorously pursuing interests in mobile marketing technologies to enable us to stay ahead of the continued evolution of the mobile world. Specifically targeted acquisitions are a key part of our strategy to stay at the forefront of this fastmoving industry.” He believes that “we are still only at the very early stages of a mobile advertising explosion. ICE Group’s introduction of its new iCEsync platform is expected to fit perfectly into a significant

opportunity that exists in the mobile marketing world for communications that are location relevant.”

對於 ICE Corp 的策略,Balamurali 解 釋說 : 「我們堅持不懈地尋求流動行銷技術 的創新,以使我們可在全球流動業的持續 發展中處於領先地位。目標明確的收購是 我們策略的關鍵環節,藉助收購我們方可 在這一發展迅速的行業利於不敗之地。」他 認為「我們仍處在流動廣告激增的最前期。 ICE 集團推出的全新 iCEsync 平台, 有望完美契合流動行銷業界位 置相關通訊的重大商機。」

The ICE group have just announced they will commence customer trials of their new location based ‘iCEsync’ platform in early March, which will be a comprehensive, global ‘mobile ecosystem’ that offers more than any existing LBS. As a mobile client that sits and works in the background on mobile phones, the iCEsync

MARCH 2010 | ASIAN TIGERS INVESTOR REPORT


12

Technology

to communicate efficiently across geographical and network boundaries,” says Balamurali. The iCEsync network will effectively be a layer across GSM networks worldwide, as the technology allows users to enjoy a truly mobile suite of services across all GSM and WiFi networks on a multitude of devices. Service providers and other mobile marketing entities will be able to target their customer segments more accurately than ever before, and achieve much higher returns on their marketing dollars. 

application is less than 500kB in size, and can be downloaded via mobile internet or relayed via Bluetooth or any other form of mobile-to-mobile transmission. After launching the application, consumers are provided with a log-in ID and password; users can then personalise their profile on the www.ice-sync.com website before enjoying a range of features, including ‘iCEchat’, ‘iCEcall’ and ‘iCEvideo’ free of charge (excepting data charges from mobile operators). Users can create their own mobile world by forming communities, broadcasting messages and sharing captions — just as they would on an online social network.

ICE 集團剛剛宣佈,將於 3 月初啟動基 於位置的全新『iCEsync』平台的客戶試用 活動,該系統將成為全球綜合性『流動生 態系統』,其功能超過任何現有 LBS。作為 安裝於及用於流動電話中的流動客戶端, iCEsync 應用程式不足 500kB,可透過流動 互聯網下載,或透過藍芽傳輸,或進行任 何其他形式的流動到流動傳輸。客戶安裝 該應用程式後,將獲提供登入 ID 及密碼 ; 然後,使用者可登入網站 www.ice-sync. com,個人化其檔案,之後便可免費(但須 支付流動運營商收取的數據費)享用一系 列功能,包括『iCEchat』,『iCEcall』和 『iCEvideo』。使用者可透過編寫通訊 , 發 送訊息及分享標題,建立自己的流動世界, 猶如使用社交網絡。

“With iCEsync, our goal was to develop a platform that is device and network agnostic, making it possible for users to enjoy seamless connectivity, and for service providers and advertisers ASIAN TIGERS INVESTOR REPORT | MARCH 2010

Balamurali 說 : 「我們的目標是,借助 iCEsync 開發一個兼容任何裝置及網絡的 平台,令使用者可享受順暢無歇的連接, 令服務供應商及廣告客戶跨越地理及網絡 界限,有效傳播訊息。」iCEsync 網絡無疑 將成為遍佈全球 GSM 網絡的基礎,因為透 過該技術,使用者即便使用各種各樣不同 的裝置,亦可享受到跨所有 GSM 和 WiFi 網

— GPRS, 3G or WiFi — in a consumer’s home country, roaming country or when using a temporary SIM: it’s a single ‘Global Mobile Network’, no matter who the mobile operators are, and no matter where they are based. Basically, wherever you can connect to the internet with your smart phone, you can have iCE.

該公司稱其將支援個人檔案 , 偏好及位 置均準確映射的眾多使用者,同時採用將 來自不同網絡及國家的人合而為一的系統, 保護使用者的私隱。iCEsync 的『萬維網』 在客戶本國 , 漫遊國家或在使用臨時 SIM 時,均可使用任何數據網絡—GPRS,3G 或 WiFi :這是一個單一『全球流動網絡』,而 不論流動運營商是誰 , 位於何地。基本而 言,不論在哪里,只要有 iCE,便可連接 至互聯網。

This launch version of iCEsync will work with mobile phones using the Windows Mobile and Symbian S60

The company says it will support a network of users whose profile, preferences and location are precisely mapped — while preserving the user’s privacy — using a system that combines people from different networks and countries into one 絡的 , 真正的流動服務組合。服務供應商 及其他流動行銷機構將能夠以前所未有的 準確性,直達目標客戶群體,並實現更高 的行銷投資回報。

The company says it will support a network of users whose profile, preferences and location are precisely mapped — while preserving the user’s privacy — using a system that combines people from different networks and countries into one. The iCEsync ‘worldwide web’ can use any data network

operating systems, which includes Nokia, Sony Ericsson and Samsung smart phones, amongst others. ICE also says it’s on track with mobile client development work for BlackBerry users and devices using the Android operating system.

此安裝版的 iCEsync 將用於裝有 Windows Mobile 及 Symbian S60 操作系統的流動電 話,包括 Nokia,Sony Ericsson 及 Samsung 等智慧型電話。ICE 亦表示其正在開發供 BlackBerry 使用者及裝有 Android 操作系 統的裝置所使用的流動客戶端。

Leveraging their three subsidiaries Mobiclear, Radius-ED and Solesys SA, the ICE group can offer its users a new way of staying connected over their mobile phones, while also providing its corporate customers unprecedented capabilities for location targeted mobile marketing. iCEsync is aimed at helping users get the most out of their smart phones. Combining location based capabilities with social networking


A New Mobile World A global locationtargeted audience for marketers to address more accurately than ever before

A single Global Mobile Network no matter who is or where your mobile operator is from

The system that combines people from different networks and countries into one

iCEsync is a global mobile platform provided by Intelligent Communication Enterprise (ICE Corp) OTC BB: ICMC ICE Corp provides global multimedia mobile marketing solutions, secure transaction authentication systems over mobile and location based mobile applications. ICE Corp is headquartered in Singapore with ofďŹ ces in Malaysia, Philippines and Switzerland. For more information visit www.ice-sync.com or www.icecorpasia.com


14

Technology

features that most users are familiar with, iCEsync is expected to introduce a whole new dimension of connectivity

ICE 集團透過三間附屬公司 Mobiclear,Radius-ED 及 Solesys SA,向 使用者提供透過流動電話聯網的全新方式, 同時亦向公司客戶提供在針對位置的流動 行銷方面前所未有的功能。iCEsync 的目 標是幫助使用者充分利用其智慧型電話。 iCEsync 將基於位置的功能與大多數使用 者熟悉的社交網絡功能融為一體,有望帶 來煥然一新的連接方式。

A New ICE-Age? 新ICE時代? Working on a wide range of projects from basic mobile messaging through to full blown campaigns, the ICE Corp group’s credentials seem impressive, having acquired over 10 years of mobile marketing experience. During the course of their first decade, Radius built up a customer base of major aggregators in the mobile messaging market and several large corporate accounts, including blue chip brands. They are connected to over 600 mobile networks worldwide, delivering messages to over 350 million mobile users worldwide. Radius operate from their offices in Malaysia and the Philippines, providing marketing coverage that includes Europe and the USA.

客戶基礎,由流動訊息市場的主要集團和 幾個大型企業客戶組成,包括首屈一指的 品牌公司。該等公司連接至全球逾 600 個 流動網絡,向全球逾 3.5 億流動使用者發 送訊息。Radius 透過位於馬來西亞和菲律 賓的辦事處經營業務,行銷範圍涵蓋歐洲 及美國。

The ICE Corp group reported revenues of approximately US$10m for the year 2009. Innovative new messaging solutions and expanded network coverage helped Radius end the year on a high note, and strengthened their revenue base substantially. Radius have been the major revenue contributor to the group in 2009, while Mobiclear and Solesys SA have been vigorously pursuing development projects to set the ICE group on course for its next growth phase.

從基本的流動訊息傳送到全面的宣傳活 2009 年,ICE Corp 集團錄得約 1,000 萬 動,ICE Corp 集團參與過各種各樣的項目, 美元收入。創新訊息解決方案及擴大後的 積累了逾 10 年的流動行銷經驗,其資歷令 網絡覆蓋範圍,幫助 Radius 於該年度獲 人印象深刻。前十年,Radius 逐步建立了 得出色業績,並切實鞏固了其收入基礎。 Radius 已於 2009 年成為該集團的主要收 入貢獻者,而 Mobiclear 及 Solesys SA 一 直在積極參與開發項目,幫助 ICE 集團進 入下一發展階段。

With the experience and extensive market reach to mobile users of Radius, the mobile security features of Mobiclear, and the location based capabilities of Solesys, it seems that the ICE Corp group have an ideal foundation for success in delivering their next generation mobile marketing platform, iCEsync — and they hope to reach millions of users with this new service, within a very short time.

ICE Corp 集團憑藉 Radius 的經驗及觸及 流動使用者的廣泛市場範圍 ,Mobiclear 的 流動安全功能及 Solesys 基於位置的功能, 為交付下一代流動行銷平台 iCEsync 奠定 了理想的成功基礎,而該集團希望透過此 ASIAN TIGERS INVESTOR REPORT | MARCH 2010

項新服務,在非常短的時間內獲得數百萬 使用者。

As we’re now living in such a dynamic new era of increasingly mobile media, Balamurali is confident about the financial prospects for ICE Corp: “More information is now available on the economic dimensions of social networks. We hear recent estimates of revenues per user per year in the most popular social networks of anywhere between US$2 and US$5 per year – with limited location targeting. We are anticipating a fast global take-up of the iCEsync mobile application. With hundreds of millions of potential users, we are very optimistic about the future.”

由於我們現在處於瞬息萬變 , 流動媒體 不斷增多的新時代,Balamurali 對 ICE Corp 的財務前景充滿信心 : 「目前,有關 社交網絡的經濟效益有了更多資訊。近期, 我們聽說,某地最受歡迎的社交網絡每個 使用者的收入估計為每年 2 美元至 5 美元, 而且該網絡的位置目標還非常有限。我們 預期,iCEsync 流動應用程式將迅速在全 球推廣。我們擁有數億潛在使用者,因此 我們對未來非常樂觀。」

So it looks like we may be about to see the beginning of our next ICE-age —much sooner than we think.

所以,我們似乎即將見證下一個 ICE 時代 的開始—其到來速度超出我們的想像。|AT| Intelligent Communication Enterprise, Corp. Headquarters: Singapore

Offices:

Singapore, Malaysia, Philippines, Switzerland

Employees: 60

ICMC (USA) www.icecorpasia.com


iCEsync