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the mobile phone and gaming magazine


Kevin Leonce Content Strategist A snapshot of my accomplishments in Digital Content & Marketing


Issue 16 - Content and Layout Creation. Editing and Proofreading of Issue. Negotiation and Execution of Media Partnership covering Nokia World 2010 & Nokia Developer Summit, Mobile Marketing Association Conference, Mobile App World & Smart Device and Mobile User Experience 2010. Secured and conducted exclusive interview with Ken Johnstone (Co-Founder of INQ Mobile).


Volume 2 Issue 3 - Content and Layout Creation. Editing and Proofreading of Issue. Negotiation and Execution of Media Partnership covering Launch of Sony Ericsson Xperia Play alongside Brando PR, Sony Ericsson and Gameloft. Secured interviews with Nathan Vautier (MD, Sony Ericsson UK & Ireland) and Julian Stocker (MD, Gameloft UK).


Issue 21 - Content and Layout Creation. Editing and Proofreading of Issue. Negotiation of Previews of Activision’s major E3 title launches before commercial release. Media Partnership covering E3, Los Angeles (Electronic Entertainment Expo).


Issue 23 - Content and Layout Creation. Editing and Proofreading of Issue. Coordination of Content & Development of Concept - Ode to Steve Jobs (Tribute). Oversaw the creative and editorial process of articles for this feature. Negotiated, secured and conducted interview with Martin Cooper (The Founder of the Mobile Phone).

Other Transferable Skills •

Excellent Communicator and Negotiator with a can do attitude.

• •


Excellent command of the English Language, writing, editing and proofreading abilities.

Ability to build, maintain and grow excellent working relationships with content providers and industry stakeholders.

Helicopter Approach to producing engaging Digital Content.

Experience in PR Initiatives and Strategies (including press releases).

Finalist: Technology & Gadget Magazine of the Year Category

Coverage of Lite Issue at Apps World

NEWS NOKIA MAKES IT EASIER, MORE LUCRATIVE FOR DEVELOPERS TO REACH THE WORLD’S LARGEST SMARTPHONE FAMILY DESIGN, DEVELOP, DISTRIBUTE KEY THEME FEATURED AT THE NOKIA DEVELOPER SUMMIT 2010 Nokia has unveiled a number of major improvements in developer tools making it simpler, easier and more lucra!ve for people to build fantas!c apps that can reach the world’s largest audience of mobile users. Highlights include: - Significant enhancements to the Nokia Qt So"ware Development Kit (SDK) resul!ng in a 70 percent reduc!on in the number of lines of code required when developing for the company’s family of Symbian smartphones; - Improvements in the Ovi Store user experience including a new look and feel, making it faster and making apps easier to find;

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- Lower barrier of entry and increased mone!za!on opportuni!es for developers, including free Java and Symbian signing, in-app purchase, improved revenue share, and advanced developer analy!cs. “Our announcements will certainly bring more great apps to Nokia products, especially our new family of Symbian smartphones announced today,” said Purnima Kochikar, Vice President for Forum Nokia. “We have made it much simpler, removed obstacles and made it more lucra!ve for people to build apps for our phones. We believe that this will convince more developers to build apps for the millions of people, in more than 190 countries, that are using the Ovi Store on their Nokia devices.”

DESIGN, DEVELOP Today, developers can distribute apps to approximately 175 million Nokia Symbian smartphones - the largest smartphone user base in the world. Qt is pre-installed on all new Nokia smartphones and downloadable to millions of smartphones people are already using. Using the Nokia Qt SDK to build their apps, developers will discover a complete, easy-to-use tool that brings a shortened workflow, simplified development and intui!ve UI libraries resul!ng in 70 percent fewer lines of code, cu"ng crea!on !me drama!cally. New opportuni!es for developers will include in-app purchase, enabling a wide range of app pricing op!ons in Ovi Store such as subscrip!on models, micro-transac!ons, or “try and buy.” This means if people enjoy the free version of the app, they can easily upgrade to the paid version. It also allows developers to build added value into their apps such as the sale of virtual goods, addi!onal levels for games, or enhanced or localized in-app features.

Mikael Hed, CEO of Rovio, the company behind one of the world’s most popular mobile games, Angry Birds, is pleased to bring the game to Nokia devices. Speaking about the new in-app purchase feature in Ovi Store, Hed said, “We now have an elegant mechanism for providing premium content within games, like Angry Birds, in a way that doesn’t interrupt people playing the game.”

“OUR ANNOUNCEMENTS WILL CERTAINLY BRING MORE GREAT APPS TO NOKIA PRODUCTS, ESPECIALLY OUR NEW FAMILY OF SYMBIAN SMARTPHONES “ With the Nokia Qt SDK, developers can also future proof their app by easily adap!ng them to run on future mobile pla#orms such as MeeGo, while taking advantage of any addi!onal features or APIs those pla#orms bring.

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DISTRIBUTE Nokia will focus on making developers more money by leveraging the largest operator billing footprint available and greatly improving the operator revenue share for payments made a!er October 1. Nokia has also removed the "me consuming and costly step of app signing. With one click, Java and Symbian apps signing is complete.

The reach of Ovi Store provides tremendous opportuni"es for developers with an ac"ve user base in more than 190 countries and strong local rela"onships with 91 of the world’s top operators. More than 50 publishers have seen more than 1 million downloads each, with some - like Offscreen - reaching more than 43 million downloads.

Nokia’s acquisi"on of Motally provides rich in-app analy"cs for developers and publishers to be#er track, report and mone"ze their content; these capabili"es will be extended to Qt, Symbian, MeeGo and Java pla$orms.


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FIRST SDK FOR TOUCH BASED MOBILE PHONES In addi!on to the refinements with the Nokia Qt SDK for smartphones and mobile computers, Nokia also announced an SDK for Series 40 Touch and Type - the industry’s first touch SDK for mobile phones.

Last year, Nokia shipped 364 million mobile phones around a million devices every day. The new Series 40 Touch and Type SDK brings the benefit of a touch interface to a new global audience. The SDK, available for download from, will make development for these devices extremely simple and allows easy por!ng of exis!ng apps created for current Nokia smartphones.

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NEWS MOBILE MARKETING ASSOCIATION HOSTED IS PREMIER INDUSTRY EVENT FOR MOBILE MARKETING THE FUTURE IS MOBILE The marke!ng landscape is changing, ever morphing as it adapts to keep in touch with the evolu!on of the world. Mobile Marke!ng, a rela!vely new playing field for marketers is showing how brands and companies can increase or maintain its success through the mobile channel. The Mobile Marke!ng Associa!on (MMA), in partnership with Informa Telecoms hosted its annual marke!ng forum in October. The MMA is a global non-profit trade associa!on represen!ng all par!es in the mobile marke!ng sphere. Its primary focus is to establish mobile as a permanent & vital arm of the marke!ng arena. With over 6 billion mobile phone connec!ons worldwide mobile marke!ng has besome increasingly popular in recent years. The forum started with an interes!ng segment from Coca Cola on how the world’s number one brand embraced mobile marke!ng, showing how they created great user experiences without viola!ng the permission and privacy of mobile users. As Jude Brooks, Interac!ve Marke!ng Manager of the Coca-Cola Company Europe Group, righ"ully said, “Mobile marke!ng is not just based on technology, but sound insight and ideas.” But how important is mobile marke!ng? Do companies see its value? Or do they believe it’s a rider strapped onto the marke!ng mix? In Turkey Pepsi has illustrated how syncing mobile marke!ng with your marke!ng campaign pays off. Backed by great ideas, a great operator and mobile agency Pepsi is now no1 in the Turkish market.

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Tiffany Gerhardt from Best Buy and Sienne Viet of Marks & Spencer shared how their companies are using mobile marke!ng to drive sales in the retail market. Tiffany talked about Best Buy’s mobile marke!ng experience, one great success being the QR or sms short codes, which allows customers to get more informa!on on a product direct on their mobile. Sienne also shared how sound research backed by an integrated mobile marke!ng campaign saw the engagement and mobiliza!on of M&S mobile users, resul!ng in increased sales. “Always start with the end in mind.” Sienne says.

“AS JUDE BROOKS, INTERACTIVE MARKETING MANAGER OF THE COCA-COLA COMPANY EUROPE GROUP, RIGHTFULLY SAID, “MOBILE MARKETING IS NOT JUST BASED ON TECHNOLOGY, BUT SOUND INSIGHT AND IDEAS.” Now all these experiences are great.They sound simple, fairly straight forward to use (from a consumer perspec!ve) and engages the user. But at what cost? How much of our mobile data is captured, if any at all, to make these campaigns so successful? Thomas Labarthe, VP of Mobile Adver!sing; Alacatel Lucent shared some interes!ng sta!s!cs on permission marke!ng:


83% of people find it very important to ask for their permission before receiving mobile ads 71% wanted control of their profile to address privacy concerns 76% felt that ads should be interes!ng and preference based Gaming on mobile devices has surged drama!cally in recent !mes (thanks to the likes of the Cuper!no guys and smart phones running on more powerful OS pla"orm). It accounts for 75% of Apple’s App Revenue (how they wish they could have a million more Angry Birds success stories!). So it was no surprise when Elizabeth Harz and Chris Gibbs from Electronic Arts and Electronic Arts Mobile got us gamers’ undivided a#en!on.

EA’s mantra of building fantasies using sound, sight and mo!on is the core of its success. Gaming is a huge part of the mobile eco system and EA understands this well, making them #1 on all mobile pla"orms. Chris Gibbs was keen to share an insight on what it took to develop FiFA: 21,000 Man Hours to Build 3,500 Man Hours to Test 12,000 Different Players 10,000 Unique Anima!ons 2,000 Commentary Phrases And how long did it take to complete playing? No wonder developers hate cheat codes! As consumers become more engaged with mobile devices brands and companies alike will have li#le choice in accep!ng the real value in mobile marke!ng…all to the benefit of the consumer. We !p our hats to MMA and Informa Telecoms for a well produced insight on Mobile Marke!ng: Past, Present and Future.

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THE CURIOUS DOG DELIVERS THE FUTURE OF MOBILE APPS AT MOBILE APP WORLD APPS…EVERYONE IS CRAZY ABOUT THEM! Feeling crea!ve? Want to be entertained? Listen to the radio or just get down to business? There’s an app for that! Everyone is app-tuned, whether it’s from your Apple devices, your Ovi store, the Android Marketplace…or the new darkhorse, Windows Marketplace.But with the prolifera!on of apps now available how can the consumer find what they want or need? And when they do what is the quality or user experience like?

“AND THE NETWORKS AREN’T ROLLING OVER AND PLAYING DEAD.” Mobile App World gave us an insight on what companies, developers and app stores are doing to ensure users get the best out of the apps that are being churned out.

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Even though we were treated to some exci!ng apps that have hit the market our new dark horse surprisingly was on the lips of everyone. Windows Phone 7 and its App Marketplace…eh? Yes, you heard me correct..the Microso" team deserves all the praise they are raking in. Taking such feedback and retrea!ng to the design table to recreate the Windows experience was well worth it. With the ability to connect to Xbox Live, Zune and its budding Marketplace the punters are contempla!ng their bets on current Android predic!ons. And the networks aren’t rolling over and playing dead. With the confidence and trust they realised we’ve placed in them (not fully for recep!on and data coverage tho) they are placing a lot of a#en!on and development on their own app stores, en!cing developers to pry away from the Cuper!no guys and use their pla$orms instead. Whatever they decide, consumers are looking to top apps…now back to Angry Birds Well done Mobile App World


SMART DEVICE & MOBILE USER EXPERIENCE SUMMIT 2010 THE AGE OF THE SMARTPHONE IS HERE Technology, technology…the prime of our existence (well for some). Armed with a vivid imagina!on, a few wonka bars, a mad ha"er and a R&D team in China and any device is possible to create. Who would have guessed that the tablet, a#er its debut at Mount Sinai thousands of years ago, would have resurfaced? Hosted by Informa Telecoms, the Smart Device & Mobile User Experience Summit looked at the innova!ve ways smart devices are being used across industries not only to the benefit of companies, but to the end user and the wonderful experience you get from its use.

Smart devices are everywhere. They are slowly filtering into hospitals and medical ins!tu!ons, schools, universi!es, the home, the underground…and s!ll on Star Trek. As we heard from different companies on how they are adap!ng and viewing smart devices, along with the emphasis they place on the user’s experience when they come into contact with these devices I started envisioning what 2020 might look like. I’m sure we’d all look forward to the day our one device becomes our wallet, keys, passport, mobile music & entertainment player. Un!l then, just embrace smart devices!

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EXCLUSIVE INTERVIEW WE HAD A CHANCE TO CATCH UP WITH KEN JOHNSTONE, CO FOUNDER & DIRECTOR OF PRODUCT & DESIGN OF INQ MOBILE Kevin: Skype is changing the way mobile users communicate using their handsets – especially on the 3 network. How much of a threat is 3’s partnership with Skype to devices running on Android?

Kevin: Touchscreen as opposed to keypad – is the consumer losing interest in the tradi!onal keypad model? Or is the touchscreen s!ll considered a weakness for some manufacturers? Has the Apple iPhone 4 HD touchscreen done much to lead the way for other smartphones?

Ken: I don’t think that Skype on any mobile device should be viewed as a threat to any network provider. If a customer is able to download and use Skype on a pc or mac, accessing Skype services through a broadband connec!on why shouldn’t they have access to it (Skype) on their mobile device accessing it through a data or Wi-Fi plan? At INQ we’re a very user design centric company. Once we are able to achieve the balance cost and userability of our devices then we are happy.

Ken: We don’t see consumers losing interest in tradi!onal keypad devices. All for the simple reason of text entry and voice calling..areas in design and manufacturing that s!ll are neglected in one form or another, and one of the key areas INQ focuses on. We are more focused on ge"ng our users to buy into our unique user design experience, then to choose whether they want a touchscreen or a tradi!onal keypad phone.

We’re currently working on a few android based devices and don’t see having Sype on any device as a threat. Customers should be able to choose whether or not they wish to have Skype on their devices.

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I wouldn’t say it’s a’s all down to user preference. Manufacturers have to know what their buyers want and work towards mee!ng and surpassing those needs.The Apple iPhone 4 HD touchscreen has done a bit for smartphones in the touchscreen arena, but we all did expect more from it than what’s been given so far.


“WE ARE MORE FOCUSED ON GETTING OUR USERS TO BUY INTO OUR UNIQUE USER DESIGN EXPERIENCE, THEN TO CHOOSE WHETHER THEY WANT A TOUCHSCREEN OR A TRADITIONAL KEYPAD PHONE.” Kevin: As a complete contrast to the smart phone, is the tradi!onal, simpler format of Nokia’s feature phones. These are o"en favoured amongst the older genera!on – how much of a gap in the market will they hold, or is this tradi!onal model also in danger of being phased out? Ken: Remember only 20% of the market is smartphone based, so I don’t see 80% of the market being tradi!onal based disappearing any!me soon. For a large manufacturer such as Nokia, change may not be as fast as with a smaller manufacturer such as ourselves. Nokia s!ll focuses heavily on that 80% tradi!onal market. It’s going to take a long while for this 80% to whi#le away... a"er all it took us ten plus years to reach to this point in the smartphone arena.

Kevin: Any idea on which other large brands are looking to make partnerships with network providers or phone manufacturers to lead the smartphone trend? Will Spo!fy or similar companies look to and profit from partnering with a major network as 3 have done? Ken: I can’t say which other large brands are looking to make partnerships with major network providers to lead the smartphone trend. But many will also be looking to manufacturers to increase brand visibility. Yes the likes of Spo!fy and others will look for partnerships with major networks such as 3. Whether it will be successful or how successful depends on the user’s preference. At INQ we keep our pulse on what our users have to say. Many complain their device is crammed with content or widgets they don’t want or prefer not to have. Many of these are even locked (either through manufacturer or their network provider). It’s as challenging deciding what to include as it is to decide what not to include. At INQ we put our customers at the centre of our design process...we consider ourselves to be totally design and usability focused. We want our customers to have as much choice in the customiza!on of their handsets as’s the only way.

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the mobile phone and gaming magazine

Volume 2



Yes, oh yes. Finally the sun is gracing us with its warm embrace. I couldn’t resist an office day at the park, so armed with my iPad 2 (which I stood in the queue from 4:30am for) and my XPERIA Play I decided to take advantage of the 20 degrees of sun rays hi"ng the park while I wrote this. With the li#le twinge of sunshine everyone seems to be in a happier mood. The iPad 2 is here, NHS reform is on hold and the XPERIA Play is here to entertain. A$er a#ending Sony Ericsson’s launch of this phone it is evident this phone manufacturer is once again the talk of London town…all for good reasons I must say. By launching the one and only true smartphone with D-Pad integrated controls for gaming Sony Ericsson has created a new category, shaking the industry the same way the Cuper%no guys did when the iPhone was first launched. Awesome, isn’t it? Well I’d quit bragging about this device and let you decide a$er reading our review of the Play and our feature interviews with Nathan Vau%er, Managing Director of Sony Ericsson UK & Ireland and Julian Stocker, Managing Director of Gamelof UK. And if you fancy ge"ng an XPERIA Play be sure to enter this issue’s compe%%on, as we’d be giving one away courtesy the lovely folks at Sony Ericsson! Okay I finish now…back to my tan at Hyde Park. Enjoy reading, Your Editor in Chief

Kevin Leonce

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NEWS SONY ERICSSON SURE KNOWS HOW TO THROW A PARTY! The date had been circled in people’s diaries for months beforehand. Mee!ngs were cancelled, dinners postponed and families sent away for the night. All this for the launch party for the Sony Ericsson Xperia PLAY, the first true gaming phone that everyone has been talking about for months. It’s said to be the next best thing in mobile gaming that recent advancement in smartphone technology was preparing us for: the first smartphone with dedicated gaming bu"ons. And voila, the XPERIA Play arrived! We had difficulty finding The Old Sor!ng Office on To"enham Court Road at first, relying on good old faithful Google Maps to send us to the right place. Instead it sent us about five minutes down the road from where we were meant to be. And, as we didn’t know this at the !me, we walked around aimlessly for half an hour trying to find the right place. Once we found the building though, there was no confusion. The walls were covered in Sony Ericsson logos! Inside, the place was decorated in an Ancient Chinese theme; with big Chinese symbols everywhere... there were a few things that weren’t what you think of as typically Chinese, like a broken helicopter and surface-to-air missiles!


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But we were all there to see the Xperia PLAY, it was the launch party a$er all, and this was clear as soon as you walked in. With XPERIA Players mingling amongst the crowd, swamped by clusters of eager persons desperate to get their hands on this gaming smartphone for a demonstra!on I managed to get my !me with the Play. With the Sony Ericsson team extremely excited and well informed it was a pleasant interac!on, engaging in debates while showing off their extensinve knowledge on the XPERIA Play.

“INSIDE, THE PLACE WAS DECORATED IN AN ANCIENT CHINESE THEME; WITH BIG CHINESE SYMBOLS EVERYWHERE...” A well executed launch this event had everything a successful smartphone launch party was made of: a great device, an eager crowd, drinks, food and a good atmosphere backed by great entertainment (thanks to Tinchy Stryder). All in all, despite the trouble finding the place, it was a very good party with a great vibe and an impressive phone…stay tuned for our review! Ma" Foley

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NATHAN VAUTIER, MANAGING DIRECTOR OF SONY ERICSSON UK & IRELAND AND JULIAN STOCKER, MANAGING DIRECTOR OF GAMELOFT UK. So it’s here. Someone finally decided to take the game straight to the Cuper!no’s doorstep. From the first leak of the XPERIA Play the wri!ng was on the wall; a smartphone with the ul!mate gaming experience on a pro Apple pla"orm. But this mobile device with its gaming func!onality is in a league of its own. So much so I had to have a chat with Sony Ericsson, the company behind its success and Gamelo#, the first game publisher to fully back the Play for its gaming func!onali!es. At the launch for the XPERIA PLAY I managed to have a quick chat with Nathan Vau!er, Managing Director of Sony Ericsson UK & Ireland and Julian Stocker, Managing Director of Gamelo# UK.

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MATT FOLEY: Hi Nathan, thanks for taking the !me to have a chat. Tell our readers, how did the idea for the XPERIA Play come about? NATHAN VAUTIER: One thing I need to say about the XPERIA Play is it isn’t a comparison with PS3, or PSP, or the new NGP. This mobile device was exci!ng for us to bring to the market, something we’ve wanted to do it since the start of the joint venture. The PLAY provides a strong, massively fun way to game on the strength of its smartphone func!onality. We’ve designed this together as one Sony por"olio, and it’s been coming for years, with the Walkman phones, the Cybershot phones, integra!ng key mobile phone elements into a credible music device, a credible camera device...a credible gaming device was the next logical step.


“SONY ERICSSON NEEDS TO BE BACK ON THE FORFRONT OF INNOVATION.” MATT: XPERIA Play (XP) is considered the Android gaming device of the year. Will other handsets or manufacturers make future use of PlaySta!on Store? NATHAN: I can’t say if future products or other manufacturers will make use of the PlaySta!on Store. The impact of XP, bringing it to the market, and the excitement surrounding it is enormous. We see a huge opportunity here, and Sony Ericsson needs to be back on the forefront of innova!on. It’s the first compelling gaming mobile phone, enabling gamers to play games as they were designed while s!ll having their smartphone all in one.

MATT: So who are your main compe!tors? NATHAN: Looking at what XP does, we have no direct compe!tors. We take market posi!oning very importantly, but there are no hard key gaming devices. Looking at other devices, taking FIFA 10 for example, it’s difficult to play on a touch screen, you need hard keys. As for indirect compe!!on, the usual suspects really.

MATT: Are the bu#ons the main selling point of XP? NATHAN: To be honest the XPERIA Play in its en!rety is the selling point of this device. Many things are important; it’s easy to concentrate on the hardware. We’re one of the first phones to ship with Gingerbread, with the dedicated graphics processor providing a great experience. While we don’t want to compare it with a console, looking at what it provides against another mobile phone, the Play definitely has several leading-edge innova!ve things. MATT: I’ve heard whispers of cross-pla$orm gaming with XP... NATHAN: This is true. We’re going to do games that are peer to peer and mul!player. Just the mere reality that you could play on your XP against someone on another pla$orm is pre#y exci!ng. It’s all about how we access this, opening up the new dynamic of cross-pla$orm gaming. MATT: Thanks Nathan for sharing this with our readers. NATHAN: Thanks Ma# for the opportunity.

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I THEN MANAGED TO CATCH UP WITH JULIAN RIGHT AFTER TINCHY’S PERFORMANCE. MATT FOLEY: Hi Julian, thanks for the taking to !me to chat with me. Do you have a favourite game type? JULIAN STOCKER: Personally it’s hard for me to say, as I have more than one! But at Gamelo", we cater for every gamer’s needs by producing games for everyone. Quality is always at the forefront of our minds and thanks to our dedicated teams of over 4,000 employees you’re never going to get a diluted experience no ma#er the game or genre. MATT: How about a favourite pla$orm? JULIAN: My pla$orm tastes vary; it’s about content...with smartphones now powerful enough to plug into your TV and play in 1080p the mobile gaming market is the one to watch.

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MATT: Very true, so are there any other exci!ng upcoming games that Gamelo" is planning to launch? JULIAN: We have a !tle called BackStab coming exclusive to Xperia PLAY (XP) soon. It’s an 18th century ac!on-adventure set in the Caribbean featuring an epic tale of revenge and betrayal.


“AT GAMELOFT, WE CATER FOR EVERY GAMER’S NEEDS BY PRODUCING GAMES FOR EVERYONE.” MATT: Sound exci!ng! We’d be on the lookout for BackStab then. Is N.O.V.A. 2 being op!mised for use on XP? JULIAN: The biggest change is op!mising the controls to suit the dedicated bu"ons. FPS’s have tradi!onally been built for bu"ons, hence the natural transi!on. As such with N.O.V.A. 2 you’ll get the high-quality experience seen in iOS versions.

MATT: Any games in the Gamelo# back catalogue coming on XP? JULIAN: Indeed. We hope to bring all our successful !tles across to XP, including an addi!onal 10 !tles within 6 months. As XPERIA Play grows into a highly successful device we will bring more !tles across on a case-by-case basis. MATT: I couldn’t resist this, and I am sure our readers are clamouring to know. Is there any chance of a Shadow Guardian sequel? JULIAN: Shadow Guardian was an exci!ng !tle to develop, because it started life as a demo to showcase some of our engine’s new features before growing into a full !tle...a sequel will be considered – though it’s s!ll far too early to say.




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THE MOBILE GAMING WORLD HAS BEEN ON EDGE SINCE THE ‘PLAYSTATION PHONE’ WAS ANNOUNCED. FINALLY, THE SONY ERICSSON XPERIA PLAY HAS BEEN RELEASED, WITH A MUCH WELCOMED FANFARE. AND THIS WAS NO DISAPPOINTMENT! Appearance-wise, you’d be forgiven for mistaking the Xperia Play for the Vivaz. It uses the same ‘human curvature’ design seen on the flagship cameraphone. However, you soon realise that it’s quite different to the Vivaz. It’s bigger, heavier, and once you slide the handset open, the comparisons stop. Here you’ll find the dedicated gaming controls, unique to this phone, and exactly what makes this a game-changer (sorry!) in terms of mobile gaming.

Mobile browsing is a massive part of any smartphone experience these days, and is pre#y much make-orbreak for whether a handset is going to be a market leader or not. The browser that comes with the Xperia PLAY is very fluid, with web pages loading fast and problem-free. It supports flash, giving it a one-up over Apple, and any videos you decide to stream straight from the web buffer very quickly. The user interface on the browser is refreshingly minimalist, with almost everything disappearing, and more op"ons available using the menu bu#on.

But, before we get to the gaming aspects, let’s talk about what this device is primarily…a smartphone and so much more than just a mobile gaming device. The opera"ng system, as most will know, is Gingerbread, or Android 2.3, and the Play is one of the first commercially available handsets to ship with Gingerbread straight from the box. It’s actually my first experience with the updated opera"ng system, and I have to say I’m very impressed. Now this version isn’t the same as the one you’ll find on other handsets, it differs slightly, and that’s because Sony Ericsson have adapted the opera"ng system to include their own elements, including the highly-acclaimed Timescape social media integra"on. Personally, I think this works very well, and the 1GHz processor gives one of the most fluid and enjoyable opera"ng system experiences I’ve ever had.

“HERE YOU’LL FIND THE DEDICATED GAMING CONTROLS, UNIQUE TO THIS PHONE, AND EXACTLY WHAT MAKES THIS A GAME-CHANGER” It doesn’t seem like the most important feature on this phone, ironically, but the call clarity on the Xperia Play is top quality, with the speaker giving ample volume to hear the other person, and the microphone delivering perfect sound, u"lising the dual microphones for noise cancella"on.

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REVIEWS Sony Ericsson are usually quite good with their media capabili!es, and the Xperia PLAY is no excep!on. The sound quality from the two stereo speakers is really good, the volume is loud, there’s no no!ceable distor!on and the user interface is very easy to use. Music is laid out in four tabs: Ar!sts, Albums, Tracks and Playlists, which will look very familiar to fans of other phones in the Xperia range, as will the Infinity Bu"on, which, for those who don’t know, when pressed will bring up YouTube videos relevant to the ar!st playing. The video player does not disappoint either, with playback up to 720p problem-free. When I saw that the Xperia Play was only going to have a 5 megapixel camera, I was disappointed. It seems that I shouldn’t judge a book by its cover though, as this is a 5mp camera that delivers well. Admi"edly, there’s no shu"er bu"on, but the X bu"on can be used if the phone is open, and other than that the camera interface is easy to understand, with all the op!ons required available on-screen, rather than having to scroll through menus as seen on older Sony Ericsson camera phones.


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And, so, onto the func!on of this phone that everybody wants to use first. For most people, me included, the first thing they will do when they get their hands on this handset, is slide it sideways, freeing the gaming controls. These controls will be recognised by most as the iconic Playsta!on controls, with the D-Pad, the four famous shape bu"ons, Start and Select and two of the four shoulder bu"ons all retained by the Xperia PLAY. You’ll also find here an innova!ve take on the analogue s!cks of the later Playsta!on consoles, as well as the menu bu"on for Android.

When the controls are opened, it automa!cally launches the Xperia PLAY applica!on, and here is where you’ll find any Xperia PLAY games on the handset. The phone comes with four games – Bruce Lee, FIFA 10, Star Ba"alion and The Sims 3 – pre-installed, all four have been op!mised for use on the phone, and all four look, in one word, stunning. The graphics on them are sublime, especially Star Ba"alion, which we’re told is HD op!mised, and the two other games on the phone – Tetris and Crash Bandicoot – certainly don’t look bad, but they don’t look anywhere near as nice as these games.

“ON THE WHOLE THOUGH, WHAT SONY ERICSSON HAVE CREATED IN THE XPERIA PLAY IS AN INNOVATIVE HANDSET WHICH WILL UNDOUBTEDLY CHANGE THE FACE OF MOBILE GAMING WITH THE UNIQUE DEDICATED PLAYSTATION GAMING KEYS.” Whilst this phone does a lot of things right, it’s not perfect. The screen resolu!on could be be"er, and whilst the 5 megapixel camera is very good, the Arc and the Neo, the two other Sony Ericsson phones launched at the same !me, both have 8 megapixel cameras. Too much to ask for maybe? On the whole though, what Sony Ericsson have created in the Xperia Play is an innova!ve handset which will undoubtedly change the face of mobile gaming with the unique dedicated Playsta!on gaming keys. The Playsta!on brand is world-renowned, and this handset is unparalleled in that it will appeal to smartphone users, hardcore gamers, children, teenagers....most people, in fact! Well done Sony Ericsson!

phonica magazine uk





A NEW WAY OF USING CALL OF DUTY MULTIPLAYER ONLINE! Call of Duty was the main talking point at Ac!vision’s Pre-E3 event recently, but that was to be expected. We all thought it was just going to be about Modern Warfare 3, which will undoubtedly be one of the games of the year. How wrong we were! Of course, we did get to see some Modern Warfare 3, more on that later, but there was also a new piece of so"ware (I won’t call it a game, and I’ll explain why later), codenamed Project Beachhead. The actual name for this is Elite, and it’s been described as a ‘new connected service’ which is looking to ‘enrich the mul!player experience’ of Call of Duty by colla!ng all sta!s!cs to do with the users’ complete Call of Duty career and taking a deep look at it.

“THIS SHOULD SHAKE THE CALL OF DUTY GAMING WORLD TO ITS CORE” This process is split up into four different sec!ons: (1) Career, which will take an in-depth look at your Call of Duty career, (2) Connect, which will incorporate social media elements, allow Facebook integra!on, and have things like Groups of similar users, (3) Compete, which will be compe!!ons to win prizes from badges and achievements in-game to games consoles and cars, and (4) Improve, which will give you !ps on how to improve your game with level guides, weapon guides, the best weapon that you should use and much more. The part of this that surprised me the most was the weapon guides. Not

only will it tell you about the weapon, manufacturer and so on, but it will give you informa!on on the damage poten!al, range, accuracy, mobility and fire-rate, as well as professional video guides for every weapon in the game. We’re told that Elite is going to ship with Modern Warfare 3, and there will be a premium membership as well. Any further informa!on on this is being held behind !ght lipped, but we will update when Ac!vision no!fies or someone give a slip (whichever comes first!). Elite will be available cross-pla$orm, and in four different ways: on the web via a pc, on a mobile phone, on the television and in-game. Again, more informa!on will be released when the product goes live. All in all, it seems that when the developers are saying that Elite will change the way Call of Duty mul!player is played that they know exactly what they’re talking about. It is incredibly in-depth, more so than can be described here, and the kind of detailed sta!s!cs that it can tell you about your Call of Duty career are amazing. Things like your accuracy with every weapon, your kill/death ra!o, number of kills, number of !mes killed by, your headshots, number of assists with every weapon and so forth. It really is something that needs to be experienced! This should shake the Call of Duty gaming world to its core (again), and, combined with Modern Warfare 3, could turn out to be the best first-person-shooter for years.


Ma% Foley





Recently it was announced that Canadian researchers have created a prototype flexible phone made of electronic paper. If you’re now thinking that you read that sentence wrong, go back and read it again, I did say a phone made out of paper.

fingerprint when you first buy the laptop, and have to put it on the reader every !me you turn it on, if it doesn’t read your fingerprint you can’t use the laptop. So why not on a phone? It would be so much more secure than a password or a pa"ern, and it takes seconds to read your fingerprint, so it’s a possibility.

The phone, imagina!vely called the PaperPhone, is s!ll only in development, but the developers are calling it the world’s first flexible smartphone, and it can do all that a normal smartphone can do, including sending messages, playing music, and making and receiving calls, as well as being wri"en on with a pen.

Obviously some people will make the counter-argument of what if you sell your phone, or give it to someone, but that’s why the phone will have a list of allowed users, where you register their fingerprint too, and they can use the phone as well. But, the main user of the phone, the creator of the Allowed List, decides what features they can use on the phone, in the same way you can do this if you’re the main user of a computer, which opens up the possibility of parental control, where a mother can let her young son use her phone, but he can only go on games and take photos, he can’t make calls or go on the internet. Again, this has been seen in a similar style in the past, where Samsung gave you the op!on of password protec!ng every folder and sub-folder on the phone.

This got us thinking: what will your ideal phone be, if technology had no boundaries? What will you put into this phone of your dreams, however crazy and irra!onal the idea might be?

“FOR YEARS, CONSUMERS HAVE BEGGED FOR ALL-IN-ONE COMPATIBILITY, AND IT’S BEEN IN THE PIPELINE FOR AGES.” Personally, I’d love to have a phone that you don’t need to touch at all. Building on Apple’s Voice Control technology for the iPhone, I’d like to be able to tell my phone what to do, and it does it automa!cally, whether that be reading out a text message for it to send to someone, or telling my phone to order a cab, and 5 minutes later the cab is at my door. (And I mean five minutes later!) I think most people will agree with me here when I say that I dislike people using my phone, especially when I’m not there. We’ve all seen it, you’re in the pub, go to the toilet, come back and someone’s updated your Facebook status, or sent a text to your aunty. So what if phones had op!ons so that they could be locked to the user. I’m not talking a 4-digit pass code or a swipe pa"ern, we need something much more technical. What about a fingerprint reader, or some eye-recogni!on so#ware? We’ve seen the former in laptops, where you register your

For years, consumers have begged for all-in-one compa!bility, and it’s been in the pipeline for ages. It’s finally coming to frui!on with the ruling that all phones have to have micro-USB connec!ons built in, but an actual all-encompassing, one-size-fits-all phone? It will never happen, but imagine it, taking the best bits from Apple products, Samsung, Sony Ericsson, Nokia and the rest, and pu$ng them all into one phone, running off a completely new opera!ng system. It will completely revamp the mobile phone market, and do away with the constant arguments that Android is be"er than iOS, or Sony Ericsson beats Samsung, but will also make the market a monopoly and probably break several laws, so unfortunately this is one that definitely won’t happen. Phones nowadays are improving at such a fast rate that before we know, most of the technological advances we speak of in this ar!cle will be a reality in no !me at all. They’re star!ng to replace our home computers, or at least certainly be used more o#en, and there will be a !me when, in my opinion at least, we won’t use computers any more because of our mobile phones, or possibly even tablets.


Ma" Foley






When I interviewed Nathan Vau!er - Managing Director of Sony Ericsson UK & Ireland - a couple of issues ago, regarding the XPERIA Play, one of the first points he had to make was that it was not to be compared with the PS3, PSP or Sony’s up-and-coming NGP. At this point, as he men!oned the next-genera!on portable console that Sony was releasing as a successor to its well-received PSP, my eyes widened, but sadly he had nothing else to say. I thought that this would be the last we heard on the ma"er for a while, but then, Sony surprised us all at E3. It was here that Sony announced the console - no longer called the NGP, but rather the PSVita - will be released before the end of 2011! Vita apparently means life in La!n, and Sony will release two models: the Wi-Fi only model, and the 3G and Wi-Fi mode, with the price range being roughly $250-$300.

“IT SEEMS THAT THE PSVITA WILL BE A LOT MORE THAN JUST GAMING.” The PSVita will have a 5-inch touchscreen on the front, capable of mul!-touch gestures, as well as a mul!-touch pad on the reverse. Gamers will use both screens in unique “touch, grab, trace, push and pull” mo!ons, as well as the standard dual analogue-s!cks as seen on the original PSP, and the obvious

Playsta!on-specific direc!onal, ac!on, shoulder and Start and Select bu"ons. It’s basically an updated PSP. It seems that the PSVita will be a lot more than just gaming though, incorpora!ng a lot of social-media related features, including a pre-installed app which will tell users what other nearby gamers are playing, as well as game informa!on, which doesn’t sound too dissimilar to a loca!on-based informa!on the PS3 has to offer about your friends. There’s also ‘Party’ which will allow users to chat, both through text and voice, in-game and whilst browsing the internet. Gaming will be the central focus of the PSVita, though, and it seems that in this respect it will be very successful, judging by the array of !tles Sony had on display. Cross-pla$orm gaming was announced (which, as anyone who read my XPERIA Play review will know, is one of the most exci!ng announcements in recent !mes in my opinion) and the list of games to come on the console already looks fantas!c, with !tles like Wipeout 2048, Street Fighter X Tekken, Li"leBigPlanet and, definitely my favourite, Uncharted: Golden Abyss! Will the PSVita be popular enough to compete with Nintendo’s 3DS? It’s debatable, as Nintendo have the handheld market well and truly sown-up. But, if Sony can implement the Vita correctly, it may stand a chance, as it’s a seriously top-end piece of kit, and the ideal device for the serious gamer on the go. Only !me will tell…




Sonic Colours on the Wii was one of our favourite !tles of last year. Sega and the Sonic Team got the declining, rather flabby Sonic series, gave it a slap, got it on a treadmill and hey presto, the first decent Sonic adventure for nearly 10 years was released. And at E3 this year, Sega were on hand to promote their newest, spruced Sonic !tle: Sonic Genera!ons.

“PAST AND PRESENT SONIC MEET AND TEAM UP, EACH BEING ABLE TO PLAY IN EITHER’S ZONES.” Sonic Genera!ons is set in three selec!ve !me zones of the blue one’s history, with both Mega Drive era Sonic and HD modern day Sonic ac!ng as playable characters. When an unknown evil causes splits to form in !me, past and present Sonic meet and team


up, each being able to play in either’s zones. This basically means that old-school Sonic will play his levels from a classic 2D perspec!ve, with future Sonic going 3D, making full use of the controversial boost and enemy targe!ng abili!es. It’s a clever idea, and the footage on show at E3 2011 was no less that staggering. The two main levels Sega displayed were a jazzed-up Green Hill, which had a fantas!c depth – even for a 2D style - and drama!c playable areas such as waterfalls and underground caves; and a reworked level that appeared on the Dreamcast !tle, Sonic Adventures, called City Escape, which involves the hedgehog bel!ng through a Manha"an-angled city, while being chased by a massive truck-monsterthingy. To be frank, we’ve never seen pace like it, with Sonic flashing from pla#orm to pla#orm like a housefly in a wind tunnel. Although a few of the classic characters of the original games will appear, Sega were adamant that


Sonic Genera!ons is expected in November this year, available on the PS3 (in full 3D) and Xbox 360, with a streamlined version also due on the 3DS.

humanly possible to keep up (at !mes we felt like the couple in 101 Dalma!ans, struggling to fully admire a fresh puppy before another one came along), so apologies if we’ve missed your favourite !tle or gadget; we’ll surely revisit a lot of this year’s extravagance at some point in the near future.


Our star of E3 2011 is undoubtedly the Wii U, as although there were some truly spectacular !tles on show this year, nothing beats a glimpse into the future, and that’s what Nintendo showcased with the Wii U. Honourable men!ons should also go out to the magnificence of Uncharted 3, the exhilara!ng speed of Sonic Genera!ons, the lusciousness of Far Cry 3, the flair of Halo 4 and the staggering detail of Batman: Arkham City. There wasn’t a bad game to be seen this year, but those !tles really took the event by storm.

Genera!ons would be a sole player game, with the emphasis on the story rather than group play.

Phew, what an event! As usual, we’ve struggled to men!on everything, as E3 2011 was churning out new !tles and fresh trailers faster than it was

Well, un!l next year…E3 2012…12 months rest is just what we need!


Ma" Foley and Sco" Tierney


The mobile phone and video gaming magazine

Issue 24

ODE TO STEVE JOBS I’ve have always been a diehard PC fan. It was my comfort zone, and for many others I am sure. Coupled with Microso! there was no way I would shi! to anything else…pre"y much the same way I felt about my tradi#on of Nokia phone ownership. Enter Steve Jobs and what truly became the start of the Apple era. Now Jobs was no newbie to the Apple camp. A!er all he did co found the company. His #me away did something not only for the mastermind but for Apple as well. To us it showed he had the ‘Midas Touch’ in crea#vity and innova#on. To Apple it proved without him they will amass to nothing. Steve Jobs did for Apple what Mar#n Cooper did for Motorola…unleash mass genius, a"en#on to detail and a passion to reinvent from the inside out to create ground breaking advances in technology. Under his Modern Caesarean rule the world watched as Jobs breathed life back into Apple. Not every product launched was a massive success. But at its core is the founda#on many companies are now trying to replicate or adopt…a balance between business governance, crea#vity and innova#on, the employee and the needs & feedback of the consumer. My PC s#ll plays an important part in the day to day opera#ons; but now so does my iPhone, iPad and soon to be MacBook Pro. Join us as we take a moment or two to acknowledge and salute Steve Jobs….and congratulate Tim Cook. Stay Hungry, Stay Foolish Enjoy reading, Your Editor in Chief

Kevin Leonce






THE MAGIC OF THE FLAVORED ORB When I was a!ending school during the mid-1990s, the computer was s"ll a rare commodity. Unlike today when the PC is abundant as head lice and truancy, in my youth, the sight of the “school’s computer” was entrancing. It was a fresh way to learn, and more importantly, it was a new way of ge#ng into mischief. Copy-pas"ng vast extracts of Encarta 95 was a "me saving method of subs"tu"ng homework, and typing “fat "ts” into the library’s search engine then running away in a fit of giggles, ensured lunch"mes passed with a chuckle. But, although computers were technologically exci"ng, as blocks of cubular gray plas"c, they were just plain ugly. Fast-forward to the late 90s - past the puberty, sudden weight gain and the revela"on of inadequacy - and I’m at college, studying Art & Design. At this point, the computer in the educa"on sector was rela"vely common place, but s"ll, pre-millennium’s PC was the cubic elephant in the room - a block of dreary nothingness. Enter a design studio and you’d be greeted with rays of bright watercolour, heaving cabinets of luxurious materials, waves of fresh enthusiasm: an environment designed to s"mulate crea"vity. But there, stacked awkwardly in the corner like a tax officer at Mardi Gras, was the PC - its greyness and lack of any conceivable flair, sucking the energy from the room. PHONICA MAGAZINE UK


Desktop publishing was growing ever rabidly at this point, with the computer con!nuing to revolu!onize the graphic design industry thanks to the current versions of Adobe’s Photoshop and QuarkXPress compe!tor, InDesign. As part of my course, several days a week my fellow students and I would take a CAD class. Great, an hour in a Colosseum of dirty gray cheese. 30+ computers in a room, aligned precisely in rows like a vast humming graveyard. For the first term, this was CPU hell. A"er I’d spent the week in crea!ve nirvana - in studios of young adult flamboyance and hangover rainbows - to be ushered into a visually stagnant computer room was u#erly depressing. But, the following term, everything was about to change... Monday morning, 9am, third floor, 7B, !me for the room of gray. This was hardly the ideal restart of term I was hoping for. But, on opening the door, I wasn’t greeted by the usual tombstones, but rather...orbs. Strange, fluorescent, glowing orbs. Greens, pinks, oranges, blues; just wave a"er wave of mysterious mul!coloured orbs! What the hell were these things? On moving a li#le closer, I was even more confused. Where was the tower? Where were all the wires?


Where did the disc go? Why was the keyboard glowing, and why the hell was the mouse shaped like a psychedelic Jaffa Cake? The answer, of course, was the iMac G3: the computer that made compu!ng cool.

“WHEN COMPARED ALONGSIDE THE PC, THE G3 LOOKED AS IF IT CAME FROM AN ENTIRELY ALTERNATE DIMENSION.” The G3 was a revela!on, a complete game changer. When Steve Jobs returned to Apple in 1997 a"er being unceremoniously elbowed out, the whole company was in a bit of a mess, churning out uncompe!!ve, uninspiring electricals. When compared to the all-conquering Microso" PCs, Apples were nowhere. But with the release of the iMac G3 in 1998, the world of home compu!ng was blown apart by a piece of hardware that was not only technically astute, but also beau!ful. When compared alongside the PC, the G3 looked as if it came from an en!rely alternate dimension, let alone another company. It


had gorgeous curves of translucent acrylic whereas the PC had only lines of ver!cal and horizontal. Where Microso" ’s entry required a monitor and a tower, Apple’s i had everything built into one compact, economic space. Where Bill Gates squawked of geeky specifica!ons, Jobs spoke of design, aesthe!c, and most importantly, beauty. For crying out loud, the G3 came in 13 different “flavors”! Classy Lime, sexy Strawberry; the now iconic Bondi Blue and Snow. What did the PC taste like? Stale yeast? From this point onwards, the computer was no longer simply just a tool: it was special.

“FROM THIS POINT ONWARDS, THE COMPUTER WAS NO LONGER SIMPLY JUST A TOOL: IT WAS SPECIAL.” For me, the iMac G3 epitomizes Apple’s range of current, world renowned gadgets: style – albeit gorgeous - over substance. The iPhone is the

ul!mate accessory for communica!ng, but both Nokia and HTC have produced handsets that are equally as func!onal. There’s no sleeker way of listening to your tunes of an a"ernoon than with an iPod, but Archos have some truly biblical personal entertainment players that, from a technical standpoint at least, can blow the pants off any of the i genera!ons. Even the iPad is coming under a$ack from various other tablets, such as the Kindle Fire and the Lenovo ThinkPad. But, Apple’s incarna!ons are s!ll the dominant trend se$ers, the cool cats, all thanks to their insa!able foresight, style, glamor and appeal. This all steams from the incomparable iMac G3. There may be be$er products available for calling, surfing or chilling, but there are none more beau!ful than Apple’s, and for that alone, the iMac G3, with its ability to revolu!onize an industry and sex-up a computer room, will always hold a special place in my heart. Kudos Steve Jobs.


Sco$ Tierney





It may shock some of the regular readers to learn this, but I haven’t always been a fan of Apple. I’m not afraid to admit that up to around 2008, I was ignorant to Apple, thinking that they were just high-specifica!on, expensive pieces of kit only useful for music, photo or video edi!ng. However, that all changed when, in August 2008, I decided to take an iPhone 3G as my upgrade for my Sony Ericsson K850i. Since then, I’m not afraid to say that I have become an Apple convert, having bought 3 different iPhone models, as well as an iPod and a Mac Mini. Apple has quickly become an obsession for me, so much so that using a Windows-based computer, or any non-iOS mobile phone, feels strange and alien to me. I think the main reason that the iPhone changed everything for me was that it was such a revolu!onary phone. On its release in the summer of 2007, mobile phones were stuck in a rut where the market leader was the Nokia N95 which, although a very good phone, was ul!mately flawed by poor manufacturing and being slightly ahead of its !me. S!ll, Nokia have arguably not made as good a phone since, including two failed successors, and in that !me Apple have been growing from strength to strength. Touch-screen phones that were available in 2007 were limited to mainly PDA’s, with an excep!on being the LG Prada KE850, a phone which was more concerned with being a fashion accessory than a func!oning handset, and as a result didn’t rank well in the minds of consumers. That’s not to say that the iPhone 2G was flawless; it has its shortcomings, but it was so revolu!onary that I am not surprised when, even now, I some!mes see people using an iPhone 2G, but more o#en they’re the 3G and 3GS handsets, which are over three and two years old respec!vely. Also, the impact that the iPhone has had on other manufacturers is stunning, in a word. I regularly see a handset made by another manufacturer that is not all too dissimilar to the iPhone, whether that is in appearance or, more o#en, in opera!ng system. And that, in my opinion, is the main selling point of the iPhone, and is the reason that I ul!mately won’t go back to another phone un!l I have to: iOS is so

enjoyable to use. The interface is all but perfect, user-friendliness is at a premium, and the updates, although irregular, are so important, the main updates at least, that every one that comes through means that the iPhone feels like a newer, be$er model.

“I THINK THE MAIN REASON THAT THE IPHONE CHANGED EVERYTHING FOR ME WAS THAT IT WAS SUCH A REVOLUTIONARY PHONE.” The iPhone has changed my life, there’s no doubt about that. Before the iPhone, I was using standard mobile phones, ones that might do the internet, but it wasn’t a service I regularly used, and social networking integra!on was unheard of, handsets like the Nokia 6300, or the closest thing that I had to a smartphone, the Nokia N80, which, although a good handset, was years ahead of its !me in terms of the features that it had on it in comparison with what the market actually needed. Now, the iPhone means that I am always on my phone, always on the internet, whether I like it or not. I can now check websites three or four !mes a day, emails come straight to my phone instead of having to wait un!l I get to a computer to read them, and social networking has become an hourly obsession. Music is now a daily occurrence thanks to the in-built iPod, and travelling has become enjoyable, unless I forget my headphones, in which case going to anywhere further than the kitchen becomes a chore. All in all, the iPhone has had a massive impact on me. I’m now very technologically adept, whereas before I had nothing more than a working knowledge, and I am now a self-confessed Apple-phile, I recently had to be without my iPhone for just over four weeks, and they were without a doubt the most difficult four weeks of my life, technologically. To Steve Jobs and Apple, thanks. You’ve changed my life!


Ma$ Foley





PHONICA MAGAZINE UK: Hi Mar!n. I have to start by asking, where did the idea for a phone that you can carry around with you come from? And how was the reac!on from the people to such an idea? I imagine it must have been one of scep!cism? MARTIN COOPER: The concept of personal mobile communica!ons, in contrast with the “copper cage”, the telephone wires that tethered people to their desks and homes for over a hundred years, occurred to me as a result of observing my customers at Motorola as early as the 1960’s. People are inherently mobile. People appreciate and demand freedom; the telephone wire is obviously wrong. While many people agreed with this idea, very few considered it prac!cal. I was told by a marke!ng “expert” that the total market for personal portable phones in London was only twelve thousand people. PHONICA MAGAZINE UK: I can’t imagine that you ever thought when you created that first ‘cell phone’ that we would be relying on them as much as we do now? What’s your opinion on how technology-centric the 21st century is? MARTIN COOPER: Technology is wonderful when it improves the lives of people; that observa!on is usually true for the cell phone and for many other devices and services. But technology that consumes !me without benefit to society and people is bad technology. Many aspects of personal computers have been in this category. Only recently have personal computers evolved to the point that they actually improve produc!vity. Technology for the sake of technology is reprehensible.

PHONICA MAGAZINE UK: Over here in Britain we were a li"le behind in terms of mobile phones, with the first call made in 1985 by a certain Ernie Wise of Morecambe & Wise fame. Why do you think it took us so long a$er the launch of your inven!on to catch up? MARTIN COOPER: Actually, it took the U.S 10 years from the !me the first mobile phone was demonstrated un!l the first commercial service was offered in Chicago so you see, Britain was not all that behind. The delay was not in technology but rather the poli!cal process of deciding who was going to get the radio licenses to offer cellular service to the public. Britain was a bit slower than the U.S. in establishing a truly compe!!ve market for mobile telephones but this really provided an advantage. Britain’s operators were na!onwide while those in the U.S. were splintered into many local operators. Ul!mately, the U.S operators consolidated and there are four na!onal companies and a number of regional companies. Compe!!on has driven operators around the world to offer comparable service.


PHONICA MAGAZINE UK: The phone that you made the first call on, which I’m led to believe was a prototype which was released 10 years later as the Motorola DynaTAC cos!ng nearly $4,000 ($10,000 in today’s market) was a staggering price to pay for a mobile phone then. Did you ever imagine that phones would be sold for as li"le as $1 today?

PHONICA MAGAZINE UK: Mobile phones are now an everyday part of life. Many people, can’t go ten minutes without using their phones, let alone a day. What technological advances do you envision coming in the foreseeable future for the mobile phone market?

MARTIN COOPER: In 1973, when the cell phone was created, there were no sub miniature integrated circuits and the science of digital processing was in its infancy. A transistor cost about 20 cents. A modern cell phone can contain a billion transistors which would have priced it at 50 million dollars in 1973. No, we never imagined then that phones would be given away, or even be as affordable as they are today.

MARTIN COOPER: Most people s!ll use their mobile phones for talking and tex!ng. Smart phones allow people to do many of the things they formerly did using computers but I would hardly call this revolu!onary. But on the horizon and in trials are medical services that promise to revolu!onize our health care systems. The ability to measure and monitor the physiology and health of people as they move about their daily tasks and have these



measurements analysed by computers will result in a health care system that prevents diseases instead of wai!ng !ll these disease discomfit us and then curing them. Also, social networking is evolving from a form of entertainment into a tool of enterprise. This evolu!on is going to engender a revolu!on in the way we do business, a revolu!on that will improve the efficiency of everything we do. This has the poten!al of elimina!ng poverty, which I believe is the biggest problem in the world today.

“I’M PRESENTLY USING MOTOROLA’S “BIONIC” ANDROID PHONE.” PHONICA MAGAZINE UK: What phone do you currently use? Are you an all-singing, all-dancing smartphone user, or do you prefer to keep it simple? MARTIN COOPER: All of the above: I always adopt the most advanced mobile phones as soon as they hit the store shelves. But when I want a reliable and no-hassle experience, I use the Ji#erbug phone and service. Ji#erbug is a simple phone and service that provides superior voice service (and tex!ng, too, but only if you want that capability on your phone).


The bu#on numbers are large, the other bu#ons are single func!on and labelled, and the operator (a real, live human) knows who I am and will even populate my phone book for me. Incidentally, my wife, Arlene Harris, invented the Ji#erbug phone and system. Ji#erbug is not yet available in the U.K. but we’re working on that. I’m presently also using Motorola’s “Bionic” Android phone. It’s the first smart phone I’ve owned that equals, and in some respects surpasses, the iPhone I also have an iPad, several notebook computers, and a computer in my office, all of which are synchronised to contains the same data. PHONICA MAGAZINE UK: The most expensive phone at the moment is a limited-edi!on iPhone 4 which is valued at just over $ 8 million. I don’t imagine you ever thought your brainchild would become such an item? MARTIN COOPER: I could not possibly have thought of that and s!ll find it unbelievable. The mobile phone is a tool that has the poten!al to improve one’s life. An 8 million dollar phone would have to be treated like an art work, and one that is very likely to go out of style very quickly.


PHONICA MAGAZINE UK: Tell us about your company, ArrayComm? MARTIN COOPER: I formed ArrayComm in 1992, along with two partners, with the aim of crea!ng technology that would make mobile phone service more reliable and much cheaper. The technology is some!mes called “smart antennas” but we call it “Mul!-antenna Signal Processing” (engineers always have a talent for making thing sound more complicated than they are). This technology makes mobile phone service much more efficient by sending the radio waves directly to each user instead of broadcas!ng them in all direc!ons as with exis!ng technology. Smart antennas will be part of all future mobile phone systems. PHONICA MAGAZINE UK: What do you think of Google’s purchase of Motorola Mobility for $12bn? Are you happy with such a move or does it worry you? MARTIN COOPER: The Google purchase of Motorola will be a good thing for Motorola and for the public if Google lets Motorola exercise its superior hardware skills enhanced by Google pla#orm and applica!on skills. If Google tries to second guess the hardware

people, Motorola is doomed. I should point out that the other part of Motorola, Motorola Solu!ons, Inc., is s!ll an independent company and is s!ll powerful in its markets that include communica!ons systems for public safety and such products.

“WE NEED MORE COMPETITION AND MORE CREATIVITY. THE AUTO COMPANIES DO IT, WHY NOT THE MOBILE PHONE COMPANIES?” PHONICA MAGAZINE UK: Is there anything in today’s ever-increasing mobile phone market that concerns you? MARTIN COOPER: It is distressing that the mobile phone industry is apparently unable to produce a wide range of products that are responsive to the widely varying demands of people. The product varia!on in the mobile phone stores is minimal; important segments of the market are being neglected. We need more compe!!on and more crea!vity. The auto companies do it, why not the mobile phone companies?



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UK mobile phone and gaming magaizne to cover Mobile Web & Applications event By Phonica Magazine UK Dated: Oct 01, 2009

Industry professionals get together to discuss application development, mobile web, social media and networking. Today Phonica Magazine UK has announced its plans to cover the 4th Annual Mobile Web & Applications event. This year’s event takes place on October 20 – 22 at The Cumberland, London. Mobile Web & Applications plans to showcase exciting developments in the mobile web and social networking industries. Those attending the event have the opportunity to hear from industry leader and representatives of My Space, Shazam, Orange UK, T-Mobile International, London Smartphone and many more. “Mobile web development, social media and networking has gained widespread popularity, becoming useful tools in our lives (business and personal). Mobile Web & Applications is a great forum for us to collaborate and explore the next stage of development, hearing from those who have been successful in these areas,” says Kevin Leonce, Editor in Chief, Phonica Magazine UK. “With this in mind we look forward to being a part of this year’s event.” Due to the overwhelming interest Mobile Web & Applications would be host to two exclusive apps showcases, highlighting the very best in new apps, widgets and add-ons. For more information and to register for the event visit or call +44 (0) 20 7017 5506 or email, remembering to quote I087N/PM when registering. About Mobile Web & Applications 2009 Mobile Web & Applications is an annual event produced by Adam Shaw of Informa Telecoms to discuss and share information on mobile web, application development, social media and networking. With crucial changes within the industry we to encourage discussion, not limit it to a break between powerpoints. Mobile Web and Applications is unquestionably the only event to answer all of your demands and questions. Media Enquiries Phonica Magazine UK Kevin Leonce Editor in Chief Email: Twitter: PhonicaMagUK Mobile Web & Applications Mubenah Khan Marketing Executive Email: Twitter: mobilewebevent

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Phonica Magazine UK supports Angry Birds Day By Phonica Magazine UK Dated: Dec 11, 2010

Phonica Magazine UK joins thousands of fans expected to attend the 'Angry Birds Day' flash mob meet-up in London's Trafalgar Square, on December 11. To celebrate the one year anniversary of the popular game, Rovio will be dedicating 11 December as Angry Birds Day. The day will be celebrated worldwide, with 470 meeting locations arranged over the globe. Since its launch a year ago, the game has been downloaded over 20 million times and attracts users from many different mobile platforms. Rovio have celebrated much success worldwide, and have kept their users happy with special edition games for Halloween and Christmas. “What better way to engage with users and fans all over the world than through a worldwide day to celebrate the anniversary of the much loved game. It is also the perfect opportunity for Rovio to announce news as well as widen their fan base during the festive period.” Says Kevin Leonce, Editor in Chief of Phonica Magazine UK. "Look out for our exciting tribute to Angry Birds in our upcoming issue!" There will be Finnish tribute bands, many activities for fans of all ages, news and stats at the Trafalgar Square location in London. There is speculation of new announcements on the day. If you want to join one or start your own meeting place follow this link: http://

About Rovio Rovio is an award-winning Finnish game developer, and one of the leading independent developers of mobile games worldwide. Previously, Rovio has developed games for some of the biggest names in the mobile space, including Electronic Arts, Nokia, Vivendi, Namco Bandai, and Mr.Goodliving/Real Networks. To visit Rovio, go to Media Enquiries Phonica Magazine UK Ashka Thacker PR Manager Email: Twitter: @PhonicaMagUK ### About Phonica Magazine UK Phonica Magazine UK is a mobile phone and gaming magazine. We keep readers informed on what’s taking place in the industry. Delivering news and reviews in an interactive format we create the ultimate reader experience. Category

Games, Free, Entertainment

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Kevin Leonce Ph: +44 (0) 7815 555 352

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