Issue 16 • February 2011
TELEMEDIA TV
Mark Curtis, CEO of Flirtomatic, talks billing News
s Competitive MNO billing set to arrive as on-bill drives mobile revenues ahead of ad clicks mobile content owners, apps runners and developers are making more money through traditional billing tools – especially PRS and other on-billing billing channels – than ad clicks, and this could grow further as operators look set to offer more competitive rates, reveals Flirtomatic, speaking exclusively to Telemedia-news at Mobile World Congress in Barcelona this month. “Apple has established 70:30 as the price model, so offering anything better than that to developers is not just the icing on the cake, but the cake,” says Curtis, who believes that operators are poised now to start offering much more competitive rates on billing to try and corner this market. This backs up rumours circulating last year that two major operators in the UK were about to start offering much better pay out rates to leading retailers to becoming the billing partner of choice in the lucrative m-retailing sector. Until now many have thought of mobile ads as being the main chance for mobile content monetisation, but 2010 has failed to become the year of mobile advertising, says Curtis. In fact, he says, “supply is outstripping demand and will continue to do so for at least a couple of years”. “We have seen 50% revenue growth in 2010,” says Flirtomatic’s CEO, Mark Curtis, “and it has all come from in-app billing”. While Curtis is in no doubt that mobile advertising will be huge and will be the significant revenue generator for developers and anyone running content and apps, it won’t be so until 2013 at the earliest. With the shift to mobile advertising as a key revenue source some two years away, the mobile billing landscape is, however, continued page 2
THIS MONTH...
The latest news from the industry, along with analysis of what that news means, including: • Retailers see mobile as essential, but don’t know where to start 2 • ANALYSIS: PayWizard looks at the changing face of billing 3 • ANALYSIS: paythru adds to the billing and payment debate 4 • Intelligent SMS set to save hotels and restaurants £1000pcm 6 • Mobile internet now a daily habit for one in four in UK 7 • NameThatNumber identifies missed calls and creates revenue 8 • Liverpool FC creates first premiere league mobile shop 10 • Oxygen8 gives Manchester Airport a little affordable luxury using text 11 • Mobile music to reach $5.5bn by 2015 despite piracy, says Juniper 11 • Telcos damaging growth by failing enterprise customers 12 • Couch leaves Opal and sets up least cost mobile routing app 12
Analysis Editorial Banking on payments Mobile payments was the talk of the town at MWC11. But its not all good news for telemedia 13 NFC: Finger clicking good? Part of the payments revolution is everyone’s interest in NFC. But what does it really offer? 15 Marketing for m-commerce M-commerce changes how mobile marketing works and what it shoudl offer. Find out more 17 Mobile moves Chevy dealer Bobby Bentz looks at how a Virginian Chevy dealer is using mobile 18
Directory The leading industry directory of services 19
For more on the changing face of billing, see page 3 and 4 >>
Latest news at www.telemedia-news.com Catch our blog at www.telemedia360.blogspot.com
NEWS !
Retailers see mobile as a business essential, but many unsure how to maximise potential retailers are increasingly seeing mobile as a business essential, but many remain unsure as to how to maximise its potential, according to the latest industry research from M-Retailing and mobile marketing company Sponge. The second ‘Mobile in Retail’ bi-annual report saw a big increase in perceived importance of mobile, with the number of retailers stating that it was an essential part of extending brand or marketing activity doubling compared to the first wave of research last July, from 24% to 48%. Moreover, of the 78 retailers who took part, over 90% said they now considered mobile as an important direct sales channel. Mobile internet is seen as the mobile must-have. 84% agreed that making sure websites are optimised for mobile will be crucial for 2011. Location-based services and apps were next, with 69% and 67% respectively believing these will play a significant role in the multi-channel shopping experience. Almost half of those surveyed (49%) said mobile couponing was most important, while a third said SMS. Despite these findings, many retailers have yet to take action. While the number of respondents who have used mobile rose slightly from the last survey, 35% have yet to leverage the channel in any form. The latest research also saw a relatively
modest increase in the number of retailers optimising their websites for mobile; up from 32% to 40%. However, of the remaining 60%, more than 80% said they plan to optimise their sites within the next 12 months – with the majority creating a site specifically designed to make best use of mobile, rather than simply ‘scraping’ their current website. The number of retailers with apps has grown from 32% to 44%. Compared to the widespread enthusiasm for the mobile internet, however, nearly half of the 56% who don’t currently have an app have no plans to launch one. “Part of the challenge retailers seem to be facing is developing and implementing fully coherent strategies,” said Phil Gault, Client Services Director at Sponge. “Our second wave of research has found that only 42% of retailers use mobile to drive traffic to their websites or stores. That’s a massive missed opportunity. Similarly, there’s been hardly any increase in the number using mobile as a call-to-action within their ads (37% compared to 36%). What’s encouraging is that, in addition to overwhelmingly positive customer feedback, over half (53%) of retailers who use mobile are seeing evidence of sales from the channel. That’s a significant increase from 41% six months ago.”
MNO billing vs. ad clicks shifting. According to Curtis, the likes of Boku and Zong – and others – have turned their attentions now to actually providing mobile billing on the mobile, rather than using it to pay for things online, and this is a revolutionary move – and one that is good news for PRS, since that underpins what these companies offer. With Boku and Zong delivering Android one click billing, they are essentially offering a great alternative to Apple’s iTunes billing tool and are likely to inspire others to start looking at offering simplified user interfaces for mobile billing that are then underpinned by other offerings, either from operators or others. Google is soon to launch its own in-app billing solution and is rumoured to have already integrated with A&T and T-Mobile in the US and is in advanced discussion with Verizon and Sprint too. This would position
The M-Reatiling/Sponge research saw evidence that retailers who moved into the space early are now adding extra elements to their original offerings. When asked about how they use mobile, product reviews were up from 19% to 39%; barcode scanning has grown from 15% to 26%; while allowing customers to compare prices with those of other retailers has more than tripled from 7% to 23%. Those retailers with a mobile site or app (52%) had also added more functionality. The number of retailers showcasing product ranges was up to 59% from 46%, customer service solutions grew from 25% to 41% while those offering tools to help customers find stores or stock was up to 29%, from 17% last year. While revenues direct from mobile remain on average 1% to 2%, the survey found that retailers who have embraced mobile are already seeing excellent returns. Positive feedback from customers has increased from 65% to 82%; while 100% of those with a mobile site or app said results had either met or exceeded their expectations. The Christmas and January sales period led to retailers seeing an increase in mobile activity. Of those who had reviewed the data, 85% reported higher traffic, downloads or transactions.
From Page 1
Google to be the billing partner for in-app billing on all four Tier One US mobile operators. “What is unknown is when this will happen,” says Curtis, but its coming. Meanwhile, as we go to press, Amazon is poised to launch its apps store and Facebook is about to roll out Facebook Credits. These two new launches, along with Google’s in-app billing, suddenly make the mobile billing space rather an exciting place to be – as well as perhaps finally being the lever to get operators to agree better pay out rates on mobile billing services. Flirtomatic’s discussion on billing comes as the company launches a major rebrand, based around putting its offering out as what it describes as a “flagship iOS app”. Until now the company has
used Webviews to get its service onto mobile – a technology that scrapes the website and mobile optimises it, delivering it to phones in an app-like framework. However, this doesn’t allow for the kind of touch-screen based interaction users now crave and so the company has been forced to drop its web only plans and create the app. “We didn’t want to do an app, but a proper mobile web experience with HTML5 is still at least two years away and even then just designed really for the iOS,” says Curtis. “This is too long to wait so we have built a new flagship app that delivers a great experience and some spiffing new services based around location. It has also given us a chance to rebrand after five years.”
For more on the changing face of billing, see page 3 and 4 >>
ANALYSIS Billing & Payments
Brief Encounter Stephen Petheram, Marketing Director, PayWizard discusses why Apple and Google’s payment systems aren’t a marriage made in heaven for content owners the recent flurry of announcements from Apple and Google over subscription-based payments has brought the topic of digital media payments into the spotlight once again. As content owners search for the right payment solution for today’s sophisticated new media landscape, the idea of flirting with these industry behemoths can seem attractive. But while falling into the arms of Apple or Google might provide a tempting, short-term diversion, do they really offer all the attributes that you’d look for from a loyal and long-term payments partner? Think about it: a robust and scalable digital payments system is a necessity for any new media player, but settling for this basic set of requirements is rather outdated and ignores the significantly greater rewards that can come from initiating a long-term relationship with an end-to-end, independent digital media payment solutions provider. While Apple and Google can provide rudimentary subscription capabilities – albeit at a price - their payment systems do not empower content owners to move beyond the norm and stay ahead of the pack. Opting for Apple or Google as a payment systems partner is the digital equivalent of burying your head in the sand, to say nothing of the inflexible and device-specific world that such portals enforce upon the unwary. Giving today’s consumers what they want necessitates the creation of bundles and pricing packages to monetise content in exciting, friction-free ways. Full, real-time and ‘actionable’ transaction information must be passed back from the payment solution into the business to inform market-led and targeted discounts and allow offers to be deployed intelligently to increasingly sophisticated consumers across multiple devices. Total customer care is back on the agenda in a big way – consumers are difficult to win, and even more difficult to keep, so choosing a payment system that actively and positively drives the direct relationship with the consumer, rather than handing that relationship over to a gatekeeper, has to be the correct approach. For content companies making the transition from a well-understood traditional business model into successfully monetising new media content on multiple devices there is a requirement for more than just a payment system. This is a journey on which a flexible, independent and trusted solution partner is required. Such a partner should enable all the current commercial models from the outset, and must be committed to adapting quickly and flexibly along the route to continue to optimise opportunities as they arise – providing a truly futureproofed solution. Choosing a long-term end-to-end payments solution partner to enable these opportunities can increase revenues, bring content owners closer to their customers and improve customer loyalty across all devices – something that a brief encounter with a restrictive basic payments system provider just can’t do.
ANALYSIS Billing & Payments
Everyone wants some Payments is the new rock and roll – well it is in mobile. Everyone from device makers, to service providers to brands want to add it to what they offer. Keith Brown, managing director, paythru, offers his views from MWC 11 suddenly the race is on to offer consumers the option to pay on their mobile phone. Of course, a few of the most innovative organisations have been ahead of the game on this. Perhaps the most notable retailer is M&S, whose mobile payment option is being used for high-value purchases, with M&S recently reporting that a customer had purchased two sofas worth £3280 over a mobile phone within days of the retailers mobile site going live. Other organisations, naturally, are sitting up and taking notice. It appears that consumers really are ready to spend serious money through their mobile phones, not least because of the convenience factor and the fact that many now trust online payments and don’t have the slow adoption issues with mobile that many showed online. But other drivers of mobile payments are, at first glance, less obvious. Charities – such as our own client, the NSPCC (as reported in last month’ the NSPCC – are using mobile to reach a younger demographic for regular donations and to create more of a dialogue with their supporters. At the other end of the scale, organisations from local councils to debt collection agencies are also finding that a mobile payment service is an effective way to recoup money owed. What’s happening now, as we saw at the GSMA Mobile World Congress last week in Barcelona, is that every part of the mobile supply chain is falling over themselves to get a piece of the action. Handset and tablet manufacturers want to offer a payment button on their kit; mobile operators – who traditionally took a slice of mobile payments via reverse billing solutions – want to make sure they don’t lose out; app developers want in-app mobile payments so they don’t lose customers from the app during the payment process. And then there are the banks. Logic says that the banks should be the pioneers of mobile payments, but the truth is that it is often more nimble and early adopter companies who are better equipped to adapt to new technologies and changes in consumer behaviour. And consumer behaviour is changing. Twenty-three million Brits have used their mobile phone to make payments, redeem coupons or research products and services, according to research from the IAB. That’s a staggering 51 per cent of British mobile phone owners. This adoption is only going to increase. But consumers don’t want overly complicated payment systems, or to pre-register every time they buy via a mobile. They’ll adopt mobile payments in the way they adopted internet payments (only much faster): if the way they can pay is familiar to them. They’ll want to pay by a credit or debit card, or voucher redemption, in the same way they pay in stores or online. This will drive the real revolution in mobile payments – not inventing new ways of paying for things, but using familiar payment methods over new platforms. For more information on paythru and mobile payment options, visit www.paythru.com.
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NEWS Intelligent broadcast SMS helps restaurants save £1000 a month automating confirmations restaurants and hotels are automating their reservation processes – and saving themselves a fortune in reservation confirmation – using a clever twoway SMS technology from Boomerang. Boomerang, which provides intelligent SMS technology, has added its functionality to QuadraNet, a leading restaurant reservation and point of sale system, – used by the likes of The Ritz, Mal Maison Hotels, Oxo Tower, Fifteen London and IRC, Living Ventures, and Galvin’s Restaurants – so that users of QuadraNet can now programme reservations to send automatic SMS reminders a day (a fixed pre-defined time) before a customer’s visit which, upon receipt of their response, automatically updates the booking status within their reservation system. Through the integration of Boomerang SMS technology, QuadraNet Systems’ can save restaurants thousands of pounds each year, whilst improving their customers’ experience.
“No shows cost restaurants a huge amount in lost revenue every year,” says Mike Edworthy, Service and Sales Director, QuadraNet Systems. “So, an extensive amount of time and resource is invested in confirming bookings prior to a diner’s visit. At present, restaurateurs face the necessary and time-consuming task of calling diners one by one to confirm bookings, often only to be confronted by their voicemails. Boomerang’s two-way intelligent SMS technology solves this problem by automating this daily procedure. From within QuadraNet Reservations an automated message is sent asking the customer to confirm their booking prior to dining. The customer is then able to respond by confirming their booking, automatically updating the reservation from a booked table to a confirmed table through intelligent pairing of the response with the outbound message.” Edworthy continues: “The Boomerang intelligent SMS communication solution
allows restaurateurs to quickly communicate with its customers without human intervention; bookings are confirmed in an instant enabling owners and managers to see real-time reservation updates. SMS used intelligently will save restaurateurs money, remove resource-hungry admin and free-up phones, computers and most importantly staff. QuadraNet RESv5 users are able to regularly achieve overall savings of over £1000 per month – based on the average hourly wage, cost of call and hours spent on the task. Edworthy adds: “Furthermore, intelligent SMS is an extremely attractive offering for our clients’ customers. SMS offers the diner a quick and instant way to confirm their reservation. Our clients already using the service have seen a phenomenal 82% average response rate. Hospitality organisations can not only save money, but ensure tables are filled and improve customer satisfaction through the use of intelligent SMS.”
NEWS Mobile internet now a daily habit for one in four Brits, though user experience holds back growth one in four British consumers are now using the mobile internet every day, nearly twice as many as a year ago, according to the 2011 Mobile Internet Attitudes Report from Antenna Software. The growth has been driven in part by a demand for staying in touch with friends through instant messaging (21% in the UK and 22% in the US) and social networking (27% in both countries). However, poor user experience is holding most consumers back. According to the report, more than one in three (39%) British and 44 per cent of American consumers, who can access the mobile internet on their device, never use the service. Antenna, which acquired Volantis, a mobile internet specialist, in February 2011 commissioned YouGov to poll the views of a representative sample of 2,296 consumers, aged 18+ in the UK and 2,079 in the US. With one in five US consumers (20 per cent) now using the mobile internet every day (up from 17 per cent in 2010), British
consumers have taken the lead and are more active on the mobile internet than their transatlantic counterparts. One in three British (34 per cent) and American (33 per cent) consumers are now accessing the internet using their mobile phone at least once per week, up from 27 and 28 per cent respectively in 2010. “The mobile internet has become an important part of daily life for consumers on both sides of the Atlantic,� says Jim Hemmer, president and CEO, Antenna. “The desire for convenience and developments in technology mean that today more people than ever can enjoy good mobile internet experiences regardless of their handset. But clearly our 2011 Mobile Internet Attitudes Report has found that there is still some way to go for operators and enterprises to ensure that consumers are getting a compelling and consistent experience of the brand.� Nearly half UK consumers with mobile internet access would be more likely to use
mobile web browsing if the experience was more like that offered by the internet on their PC. With comparable speed, functionality and appearance of web sites, the 2011 Mobile Internet Attitudes Report has found that there is opportunity for operators and enterprises to improve the mobile experience on the wide array of handset models in use by the public. For companies looking to grow m-commerce opportunities in 2011 and beyond, the results show that having a mobile internet experience that is comparable with that on a PC will drive one in two (50% ) ABC1 consumers to use it. According to the 2011 Mobile Internet Attitudes Report, 27 per cent of consumers in both countries that can access the internet on their mobile phone are still put off using the mobile internet by websites that don’t display or function properly on their mobile screens. 32 per cent of British and 28 per cent of US consumers have specifically been put off doing so due to difficulty in navigating mobile internet sites.
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NEWS NameThatNumber identifies missed calls and adds important new revenue stream for MNOs namethatnumber, a new service which empowers mobile network operators to provide their customers with added value while also improving their top line revenues, has been introduced by adaffix. NameThatNumber enhances the all too common Missed Call Notification SMS, adding the name of the missed caller. If users decide to click on the link within the SMS, they are directed to a dedicated mobile site containing additional information about the person or company who made the call (address, fax number etc). adaffix powers this service with a global network of yellow and white page telephone databases. The very first mobile operator to offer this service to it’s customers is Orange Austria. NameThatNumber greatly enhances the standard missed call notification SMS: “1 missed call from +43 123456789“ now reads “1 missed call
from JOHN DOE +43 123456789. More info about the caller http://….“. “In our fast paced world, users expect convenience security and time saving. Knowing the caller’s name rather than an alien number makes a significant difference. Our experience shows this type of service leads to significantly higher call return rates” says Claudia Poepperl, CEO adaffix. “Furthermore, we feel NameThatNumber is very exciting from a commercial perspective. Now network operators can monetise on missed call notification traffic by offering NameThatNumber as a subscription included in their tariff structure. A carrier with 5 million subscribers can generate a top line revenue of 125 million Euro within 5 years” For Orange Austria there were 3 crucial factors in deciding to implement NameThatNumber. “First off the service offers a significant benefit to our
customers” says Michael Krammer, CEO of Orange Austria Telecommunication GmbH. “Secondly, it proves to be an additional source of income and finally, NameThatNumber has been easily implemented from a technical viewpoint. The integration has taken less than 4 weeks”. adaffix is offering NameThatNumber in a carrier grade setup, integrated between the Voice Mail System (VMS) and the Short Message Service Centre (SMSC) of an operator. It can also be used for voicemail alerts, visual voicemail, fax and email. On average, the time for the implementation is no longer than four weeks. adaffix’ worldwide partners of yellow and white page telephone databases include Yellowbook, Yellowpages.ca, DasTelefonbuch, Herold, auskunft.at, Zlatestranky.cz, Zlatestranky.sk, Lokaldelen, De Gule Sider and Telefonkonyv.
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NEWS Liverpool becomes world’s first football club with its own mobile store, with tickets to come liverpool football club has become the first football club in the world to launch a fully transactional mobile store. The new mobile site, developed by Liverpool FC’s e-commerce service provider Snow Valley, lets fans visit the club’s online store, browse the full range of kit and other merchandise, and securely make purchases – all from their mobile phones. The service is based around a mobileoptimised version of the football club’s online store and offers the same experience to mobile customers as they get online, allowing for the purchase of goods using credit card. PayPal is set to be added to both online and mobile sites presently. The club is also looking at developing the mobile site to offer fans different content through the handset, including ticketing, and to develop “a proper strategy for engaging with mobile-using customers”, says Chris Jennions, internet sales manager at LFC.
“Our new mobile store was driven by our fans; we could see that they were visiting the site with their phones in their thousands and so it made sense to provide them with a really good mobile-optimised shopping experience,” adds Jennions. The mobile store is the first to be launched on Snow Valley’s MUSE e-commerce platform. The MUSE multi-device capability allows retailers on the MUSE platform to easily extend their online store to mobile phones, kiosks, other in-store devices, and additional channels such as Facebook. Sarah Lynch, Development Director at Snow Valley, adds: “The way that we shop is changing all the time. You only need to look at the massive growth in mobile, web-in-store, and Facebook for a clear demonstration of this. These channels all present retailers with great opportunities for growth, but the trick is to treat each channel as part of a broader strategy and not as individual, tactical routes to market.
NEWS Manchester Airport passengers get cheap taste of luxury through text passengers at Manchester Airport are saving money of last minute access to the airport’s Escape Lounge thanks to an innovative text marketing campaign being run by mobile messaging company Oxygen8, which allows them to get money off on entering the lounge by texting a shortcode. The campaign has already seen an increase in revenue for the Escape Lounge in Terminal One and is now set to be rolled out across Terminal Two at the airport. All passengers need to do is text the word ‘escape’ to a shortcode provided in the terminal and they can then receive special offers and discounts to the Escape Lounge. Since implementing this campaign in December Manchester Airport have already seen extremely positive results. Caroline Plant, Marketing Director at Manchester Airport said: “Being able to connect with our passengers is very important to us and as so many people are using smartphones for information it makes perfect sense to provide promotional offers this way. As an airport we want to continue providing our customers with the best service possible whilst still ensuring that our passengers are not overloaded with irrelevant informa-
tion. We also have a free Manchester Airport app which allows passengers to check the status of flights, features terminal guides and car park booking via their mobile phones.” Terminal 1 Escape Lounge opened in July 2010 and offers a relaxed environment to start your holiday early and in style. The lounge has separate areas for relaxation and business, including a selfcontained meeting or private function room. With fresh food made to order by an onsite chef, there are also some quirky touches such as the Scalextric track and Wii, which will appeal to all ages. Shane Leahy, Group CEO of Oxygen8 Communications comments, “There is a huge potential for mobile marketing within the travel industry from simple SMS based booking confirmations to transforming the entire travel process. Manchester Airport has taken the first step to unlocking the potential of mobile technologies. This campaign has been a great way to demonstrate the results a mobile campaign can deliver, and we are now looking forward to rolling this service out to the second terminal and working with Manchester Airport on future mobile projects.”
Mobile music to reach $5.5bn by 2015, but growth threatened by online piracy juniper research forecasts that music consumed on mobile handsets will generate $5.5 billion annually in 2015, a rise of $3.1 billion from 2010. The report finds that mobile music is becoming an increasingly important part of the digital music sector, which is propping up a failing industry hit by over a decade of widespread online piracy. Since the popularisation of P2P file sharing at the end of the last century, the music industry’s sales have gone into free fall, as consumers rejected the physical distribution of music in favour of easier, but illegal, means of acquiring it. The industry response was initially slow, but legal digital distribution services, such as Apple’s iTunes, are now blossoming and mobile handsets are increasingly becom-
ing the key platform for them. Report author Daniel Ashdown argues: “Initially, PC downloading and sideloading to MP3 players was the only way to go, but the development of mobile devices has now reached the point where they match the technical specs of dedicated MP3 players. Add in connectivity – just one click to buy and download – along with all the other smartphone features, and there is no competition between the two.” However, the report warns that piracy still remains a significant threat – both online and on the mobile. Juniper Research finds that P2P file sharing is slowly migrating to the mobile, with BitTorrent applications now available on Android Market, for example.
NEWS Telecoms providers damaging growth by failing to help business results of a nationwide research study of 200 IT and telecoms managers have revealed that communications service providers are jeopardising revenues from business customers by failing to provide clear visibility of spend for mobile, fixed line telephony and broadband services. Two thirds of telecoms managers say they are under increasing pressure to justify comms spend, with a further 38% of businesses admitting they plan to reduce the number of service providers they deal with as they strive to gain better control of existing costs; the main priority for 69% of telecoms and IT managers in the UK. The poll, commissioned by enterprise customer experience management expert MDS, also revealed that nearly all companies (96%) are planning to introduce unified communications across their mobile, fixed and broadband services, with an astonishing 46% saying they are planning to make the move in the next year. For service providers looking to retain
business customers as they consolidate their suppliers, the biggest challenge will be providing them with analytics services that can provide clear visibility of spend. Half of those asked (49%) said that this was not a capability currently provided to them by their suppliers, with a further 54% saying they would like to access analytics online to better understand how their company uses its communications services. Drew Rockwell, CEO for MDS, commented on the research, “These results indicate this to be a market shaping moment – with significant supplier consolidation on the short-term agenda for business customers. For telecoms managers in businesses there is a recognised need to make savings by looking in greater detail at their bills with a higher degree of analytic capability. Coupled with a desire to reduce the number of suppliers and introduce unified communications, the market has become fraught with challenges for service providers looking to cement ongoing profitability from business customer bases.”
Couch leaves Opal and sets up least cost routing app for mobile non-geo and PRS after 12 years heading up Opal Telecom’s (now rebranded TalkTalk Business) Media and Wholesale Inbound business – telemedia industry veteran Tony Couch is moving on, setting up his own start-up that is looking to offer what he describes as “a least cost routing app for mobile” that will try and end the lack of clarity of pricing for consumers calling various 09, 08 and 118 numbers from their mobiles. The app, which has been five years in development, allows callers to dial these numbers and will then work out the charges and, where possible, find alternative, lower-cost routes for those calls. If it can’t it simply connects as usual. The free app is downloaded once and then lets the user dial through their normal phone mode on their device. Couch is looking to offer this app direct to consumers via distribution channels, on a revenue share per call basis, through brands, in-bound resel-
lers and media companies. These companies can offer consumers a cheaper way to access many services and the brand gets a cut of the call costs they do pay. “For mobile callers to these nongeo type numbers it’s like going to a night club which offers a £5 admission charge, but the customer is being forced to give £10 to the bouncers to get access to the club door itself,” explains Couch. “The customer feels ripped-off and the club’s owners wonder why they don’t attract the necessary repeat business that they need. I’ve decided that, rather than fight these bouncers – I’ll probably loose anyway – it would be easier to work with them.” Couch is, through www.greycourtconsultancy.com , also offering a range of other mobile voice short-code based service to brands and media companies, so expect more news soon.
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Mobile banks on billing & payments And we all thought Mobile World Congress 11 would be about m-commerce, microsoft-Nokia and who could drink the most Estrella Damm... it’s heartening to know that, as Mobile World Congress raged around us, my discussions with Mark Curtis, CEO of Flirtomatic, quickly turned from the promise of in-app billing to how PRS and operator billing still underpin how Flirtomatic makes money (see our lead story and the video on the front cover). In fact, the whole trip to Mobile World Congress revealed that billing – and in particular the burgeoning world of m-payments – was one of the stand out topics of the show. Sure there is much to be said about mobile advertising – although supply is currently way outstripping demand – bit still revenues come from simply selling things to people through mobile. Couple this with the fact that retailers and other m-commerce players are all starting to look at how to sell tangible goods over mobile and all of a sudden mobile as a payment tool looks pretty hot. In fact, so hot that Google and Apple are both muscling in on the show, and Amazon and Facebook are waiting in the wings to start their own initiatives in the payment space. And then there are the banks. Finally, the banks – who have had some problems of their own over the past few years – are starting to see that, in retailing banking at least, offering simple account management tools over mobile is not enough and are teaming up with card companies, network operators and third party billing providers to start to look at how they can extend the reach of their payments processes to the mobile device. These are all massive developments, not just for the mobile payments and banking eco-systems, but also for the entire mobile world: it fundamentally changes how consumers interact with mobile and then how they spend their money. For instance, the fact that Google and Apple have both now announced forays into subscription payments suddenly makes subs services all right again. Big name brands that people trust are doing it, so it must be ok. Then there is the idea that Facebook and Amazon are offering payments for, respectively, Facebook apps and services and Amazon’s own apps store and the idea of one click payment for things on a mobile is again cemented in the consumer’s mind. Adding the fact that trusted payment people such as banks and card companies now want you to add them to your handset and start to pay using NFC in shops – or with the built in chip when shopping online and on mobile – makes mobile payments sit at the very heart of how consumers spend their hard earned. All great news. But where does this leave telemedia billing players? For years we had the channel as a payment stream that could be stuck on the operator’s bill. Now there is fierce – and I mean really fierce – competition. The networks now realise this and are sure to up their pay out rates very soon – not least to appease the mighty powerful retail sector, but we’ll all benefit. The key is for telemedia to be ready for this with some ground breaking payment tools that can harness these competitive – and let’s hope flexible – billing rates and grab a chunk of the mobile payment space in the mainstream market. Editorial Editor Paul Skeldon paulskeldon@me.com | Sales & Marketing info@telemediamagazine.com | Production Director Annika Micheli annika@telemediamagazine.com | Publisher Jarvis Todd jarvis@telemediamagazine.com To subscribe, please go to www.telemedia-news.com What we’ve been listening to Only Living Boy in New Cross, Carter USM | What we’ve been amused by Nathan Barley | Who we’ve been following An array of (ex) Middle Eastern Dictators | What we’ve been reading about Interactive magazines| Q2 2011 will bring... NFC for an array of things, not least payments
ANALYSIS Telemedia and Travel
comment & opinion >>
NFC: Finger clicking good? The talk of the town in Barcelona was Near Field Communications (NFC) – and it offers to revolutionise mobile payments and how ‘heavy’ content such as video is shared. Paul Skeldon reports the year 2009 saw theI spent most of my time at Mobile World Congress looking for a KFC to supplement the endless parade of microwaved tapas, but instead all I kept coming up against was NFC – near field communications – the short range radio service that allows devices to ‘talk’ to each other from a short distance apart. Like Bluetooth on steroids. There has been much talked and written about how contactless payments done in this way are going to revolutionise how mobile is used as a payments tool. But there is another side to NFC, that could see it being used for everything from improved ticketing a railway stations, to allowing much faster data transfer between users, by-passing the ever more clogged networks. But first to NFC’s role in payments. As you will have seen from the rest of this issue of Telemedia-monthly, mobile payments is becoming one hot mama. And there is a pincer movement happening, with the likes of Google and Apple looking at how to build in one click billing into their offerings – while tweaking them to offer great subs services – and the banks coming from the other side, looking at how they can get some valuable real estate beneath the hood of the handsets and start turning the phone into an extension of their credit and debit cards. In between are a host of third parties looking to either leverage either or both of these pincers, or looking at how to dump their own mobile billing tools on the mobile user – often, as in the case of Boku and Zong and many others, with something akin to operator billing and even PRS sitting behind it. The rise of NFC based mobile payments will not only shake up the whole billing and m-payments world, as well as changing eons of banking traditions,
but it will also reshape how consumers decide what products to buy, where they buy them from and how they will pay for them, according to ‘NFC Business Models’, a new research report published this week. With many companies – both groupings of ‘traditional’ banks, network operators and device makers, as well as many new start-ups – all vying for a slice of the mobile payment business, NFC is still seen as the front runner as it offers security for consumers and more control for the established players. Apple’s plans to build NFC chips into iPhone5 may still be a rumour, but its not a wild rumour. And many other handset makers are looking to do the same. The new NFC phones contain a high security chip known as a secure element which acts like an electronic version of your wallet and can be used to replace everything from credit cards and loyalty cards to bus and train tickets, library cards, door keys, coupons and even cash. The tiny secure element chips can be built into mobile phones and other devices by the manufacturer, they can be integrated into SIM cards issued by mobile networks to their subscribers and they can be added to existing phones via special microSD cards or stickers issued by banks and other organisations. “Whoever provides a consumer with a secure element can then generate new revenues by leasing space on the chip to other businesses that also want to offer next-generation mobile services to their customers,” says Sarah Clark, author of ‘NFC Business Models’. “Mobile network operators, banks, handset manufacturers and technology providers around the world are all planning to create major new revenue streams by providing consumers with these mobile wallets,” she explains. “But understand-
ing of the business models that are most likely to succeed is still in its early days and there will be winners as well as losers in the NFC revolution.” But it is really only the banks and network operators – and handset makers – who are starting to gain traction with NFC as a contactless payment tool. The UK is set to pioneer a contactless mobile payment system with the launch this summer of an NFC powered payments network following a partnership between Everything Everywhere (the chimera formed from the merger of T-Mobile and Orange) and credit card provider Barclaycard. “This is the beginning of a revolution in how we pay for things on the high street,” said Gerry McQuade, chief development officer, Everything Everywhere. “It’s a cultural shift that is as important as the launch of the personal credit card or ATMs.” Barclaycard claims customers will be able to use their existing cell phones to make payments at more than 40,000 re-
ANALYSIS Telemedia and Travel
comment & opinion >> tailers after swapping out their current SIM cards for new ones equipped with NFC. MasterCard will provide the payments capabilities. Gemalto provides Barclays with Trusted Service Management operated services, which enable the secure deployment and management of mobile contactless payment. “I believe that future generations will find it surprising that early this century we were still carrying separate items to buy goods and to communicate with each other,” said David Chan, CEO, Barclaycard Consumer Europe. “As payment experts, our role is to make it easier, more convenient and incredibly secure for people to make purchases and manage their money while on the move.” But there is another facet to what NFC offers: it will allow people to transfer huge files between themselves very rapidly and by-pass the ever slower data networks. NFC offers the chance to get around the data tariffs and share
video, say, with your mates on mobiles, simply by using the NFC. It is much faster and robust than Bluetooth and offers a wealth of new applications. Certainly one to watch. “Many companies are looking to profit from NFC,” says Clark. “Global organisations like Apple, Google, Visa, PayPal and Facebook are all working on the technology, along with retailers, travel firms, public transport operators, financial institutions, brands, car manufacturers, security firms, central and local government, marketers and advertisers — even your local supermarket. “The stakes are high and success will rely on meeting the needs of three key groups — consumers, merchants and the widest possible range of service providers,” Clark explains. “The companies that succeed will be those that take the time to gain an understanding of the needs of each of the parties
involved and then design an infrastructure that provides a win:win:win solution for all.” Five building blocks of NFC According to Sarah Clark, author of ‘NFC Business Models’, there are five fundamental building blocks required to make an NFC service a success. • the core infrastructure that will form the backbone upon which NFC services are delivered; • the business models available to the mobile network operators, banks and handset manufacturers who will provide consumers with their mobile wallets; • the issues involved and strategies for success in the NFC payments market; gaining buy-in from consumers and from service providers; • the launch strategies that are most likely to succeed.
ANALYSIS M-Commerce
comment & opinion >>
Marketing for m-commerce In a world where mobile commerce and mobile retailing are starting to become predominant forces in shaping how the mobile world works, much attention is being placed on how to integrate mobile marketing into this commerce mix. Paul Skeldon reports from a roundtable in Manchester the growth of mobile commerce is forcing marketers and advertisers to think more creatively about how to interact with consumers and those who grasp the concept of the mobile web quickly have the potential to make big money. That was the consensus amongst five m-commerce experts who gathered at the head offices of hosting firm UKFast to discuss the state of the mobile web market and its future. Following on from Mobile World Congress in February – where advertising on the mobile phone dominated the agenda – the round table event in Manchester discussed how marketers and advertisers need to adjust to the growing trend. Paul Harris, marketing director of UKFast said: “There is a huge potential pitfall waiting for those who choose to do what they have always done because this isn’t appropriate for mobile. It needs a new level of thought and a much cleverer approach. Applying your tested formula to a new medium is the wrong way to go about it entirely. The use of a banner advert on a free app for example is intrusive – it completely misses the point and doesn’t work on mobile in my opinion.” Matthew Ryan, chief technical director of Web Comms – an iPhone applications development and training company, added: “The bigger question is how you promote apps themselves. Traditionally through the web there are established techniques like payper-click and SEO. But what is there for mobile apps? It’s a new area full of opportunity.” Deri Jones, CEO of SciVisum, emphasised how tough a challenge the advertising industry faces. “At the extreme, it’s the end of advertising. The small screens mean there’s nowhere to
put advertisements. Throughout the history of the web, we’ve put more and more ads in different places. On mobile devices there’s no place for that. It’s definitely a challenge.” Harris cited Starbucks’ Card Mobile app – that allows its customers to pay with the use of a barcode flashed at their screens and incorporates special offers and codes – as an intelligent development of mobile commerce. Panellists agreed that the increased popularity of smartphones has given consumers more control over the information they receive. They advised businesses to consider that when developing their mobile presence. Andy Whitwood, founder of Mobiomic, said: “At the minute it’s iPhone apps that businesses are asking for as opposed to web apps. That’s the trend and when they think about how to get info onto someone’s phone they think of the iPhone apps. They’re not considering that once they’ve developed the iPhone app, they need an android app, then Palm and something for the Blackberry and all of those need to be supported and updated. The route they should have gone down is a web app or a mobile-friendly website that can be the same across all handsets.” A firm should focus on creating a tailored design and something that is optimised for mobile use, the panel said. A half-hearted attempt to “tick the box of mobile” won’t cut it with users of mobile web. Whitwood warned: “The last thing you should do is take your website and squeeze it down onto a mobile phone because people don’t interact in the same way on the mobile. Users of mobile sites are more time pressured, they’re on the move, they want to find what they want and get off again. Navigation and content needs to be
stripped down for a mobile user.” Paul Reilly from MyDestinationInfo predicted an opportunity for locationbased businesses as the m-commerce market grows. He said: “What will emerge is a location-aware model that will enable advertisers in location-based businesses to bring customers from the street into their businesses. That’s a fundamental shift that we’ve never had before That’s possible because of GPS, location-aware devices. That’s pretty ground breaking.”
Top Tips for Developing a Mobile Presence • Focus on making your app interesting – it should add value and shouldn’t be a bit of your normal website broken off and put on the mobile. • Remember there’s scope to damage a brand and lose sales if you don’t invest in the development of your mobile presence. • Invest in infrastructure and technology – it will be a significant revenue channel in the long term so it’s worthwhile. • Consider the user at all times – they’re time poor, on the move and operating on a small screen.
ANALYSIS Mobile Marketing
comment & opinion >>
Mobile moves Chevy dealer Bobby Bentz takes a look at how an old school Virginia Chevy dealer has embraced mobile and social networking to boost sales and take his business into the 21st Century with style like any gm auto dealers in recent years, Jim Stutzman Chevrolet-Cadillac has not had an easy road. But, it hasn’t kept the affable Stutzman from continuing to persevere and move his Virginia auto dealership forward during difficult economic times by continuing to utilize innovative advertising methods and thinking outside of the proverbial “box.” Of course, it doesn’t hurt that the 51year-old Stutzman has a new media star in his office either, 23-year-old son Bryan, a recent graduate of West Virginia University who is following his father’s and his grandfather’s lead as a third generation employee in the auto business. “I like to think I keep up with new things pretty well,” said Jim Stutzman who uses a Blackberry, owns an MP3 filled with tunes ranging from Stan Kenton and Patsy Cline, to The Beatles, Pink Floyd( and of course… Jimmy Buffett), and is an albeit-infrequent user of social network sites Facebook, Plaxo, and Linked In. “But, Bryan has taken our social media and mobile ventures to a new level that I would not have been able to do.” After graduating from college, Bryan began working in the general accounting office- a good grooming ground for the young man who may one day allow his father to spend more time on the golf course and traveling to away Redskins games rather than agonizing over unsold inventory and how to compete with cheaper imports. The younger Stutzman set up a Facebook account for the dealership linked in with their website, manufacturer, and Washington Marketing Association. The immediate interaction with customers is invaluable and the dealership has sold several vehicles simply by having the ability to be responsive to customer needs and fulfilling their need. Until recently, the dealership had spent some time promoting on the internet, but almost none with the emerging mobile in-
ternet and mobile marketing. It had run one text message promotion, but the results were not overwhelming. That’s when it learned about Advanced Mobile Solutions and its Cars2Go product. Cars2Go bills itself as the only complete mobile solution for the auto industry. With the Cars2Go “Triple Play,” auto dealers are supplied with a mobile website, text message marketing solution, and an app. The investment? $750 per month. Jim Stutzman Chevrolet is now working on increasing its mobile database of potential users through the text message marketing tool. In its advertising, the dealership asks customers and prospects to text a keyword to a short code (Text Stutzman to 50123) to receive items like discounts on oil changes. When the prospect participates in the interactive text message campaign, he or she has then “opted-in” to the mobile database and Jim Stutzman Chevrolet-Cadillac has the ability to send them broadcast text messages in the future. Such broadcast text messages might be to notify the customers of upcoming sales, special offers, or new model releases. “With mobile regulations, we can’t just spam people with our text messages,” said Bryan Stutzman. “But, if they opt-in, we are able to keep them informed of what is going on at the dealership. This is why we find it works better than email does.” The other thing that Stutzman likes is that Cars2Go allows consumers to search the entire inventory of his dealership from the mobile website or the app. The mobile phone user is able to see detailed information about the cars plus images. “It enables those people who like to window shop on Sundays to see what we have available,” added Jim Stutzman. “Our sales team can then follow up directly with the prospect.” One thing about mobile apps is that
most apps are only used for a short time and then just remain on the phone unused in the future. You could see where this might be common with an auto app; after all, once the new car buying process is over, what is the real incentive to continue using the app? The app from Cars2Go solves this by offering tools that will keep the user involved with the app and keep Jim Stutzman Chevrolet-Cadillac in the forefront of the user’s smart phone. “We have added some cool auto-related tools on the app to keep users involved with the app other than just through direct dealer promotions,” said Bret Dunlap, president of Advanced Mobile Solutions. A Meter Minder feature, for instance, will remind the driver when the parking meter is about to expire. The app will also utilize its GPS to help find the car in a large parking lot at a mall or stadium. “That would have helped me at Fed Ex Field this season,” said Jim Stutzman who is a Redskins season ticket holder. Stutzman believes that his new mobile marketing tool is not lost on auto buyers and will help drive more car sales to Jim Stutzman Chevrolet-Cadillac. “Let’s face it, everything is moving to the mobile phone so why should car buying be any different?” Stutzman’s auto dealership is certainly on the move. Now, his marketing is too. Bobby Bentz is co-owner and Director of Marketing of Advanced Mobile Solutions—a mobile marketing company that provides mobile solutions to retailers, advertisers, and media.
Telemedia Industry Directory BT Agilemedia
Telecom 2 Ltd
The UK’s No.1 provider of participation media and payment services
UK geographicals, Mobile, IVR Solutions, PRS, Audiotext & VOIP
Contact: Email info@agile.co.uk Helpdesk 0800 731 3050
Contact: Alex Perez, E-mail: alex.perez@telecom2.net www.telecom2.net
Orca Digital
Twistbox Entertainment
UK’s leading provider of interactive platforms for mobile, web and TV
We provide an extensive portfolio of award-winning games, WAP sites, and mobile TV channels worldwide
Contact: hello@orcadigital.com // 020 8819 5710 www.orcadigital.com
Contact:Tel: +44 (0) 1628 405660 http://twistbox.net
Sundial Telecom
Trodat Telecom
Voice, Fax, Web, WAP & IM integration
Your direct source for the industry’s most reliable international premium rate numbers
Contact: sales@sundialtele.com, +44 1223 238300 www.sundialtele.com/imcash
Contact: info@trodat.com, www.trodat.com
Core Telecom
Froggie Group
Non Geographic Numbers, SMS Services, Call Management Solutions, BT Wholesale, Carrier Pre-select, Indirect Access
Mobile marketing, Mobile advertising, Online advertising, Video streaming, Mobile Databases
Contact: t: 0844 504 0000, e:info@coretelecom.co.uk www.coretelecom.co.uk
Contact: Alex Hind , Tel +34 954 98 08 48, alexhind@froggie-mm.com, www.froggie-mm.com
Admoda / Adultmoda
BCH Digital
Mobile Advertising. Mainstream or Adult. Advertise or Publish. Mobile Web/Apps.
IVR • SMS • VoIP • Billing • Hardware • Inbound & Outbound Solutions • Hosted • Bespoke
Admoda/Adultmoda, Enterprise House, 1-2 Hatfields, London, SE1 9PG. www.admoda.com / www.adultmoda.com
Contact: BCH Digital Ltd, 0844 556 7676, info@bchdigital.com www.bchdigital.com
paythru
Fusion Telecom
The world’s first mobile, PCI Level 1, card payment provider
IVR like you’ve never experienced before
Contact: 01494 736008, Email: hello@paythru.com www.paythru.com
Contact: Michelle Marriott, Tel 0207 197 3005 michelle@fusiontelecomltd.com, www.fusiontelecomltd.com
Viatel
Square 1 Communications
Premium SMS • Premium rate numbers • IVR • Specialists in Scandinavia • Safe payments
IVR, PRS, SMS, & web platforms offering total integrated solutions
Contact: Phone: +46 8 50601015, Email: premium@viatel.se www.viatel.se
Get your company listed here Contact Jarvis Todd on Tel +44 (0)8707 327 327 or email jarvis@telemedia360.com
Contact: Mark Birkett, Tel 07899 961 965, mark@sq1.co.uk www.square1communications.co.uk
Kcom Managing critical communications solutions for the media channel
Contact: Tel 0800 915 5345, channelpartners@kcom.com, www.kcom.com/partners
Telemedia Industry Directory txtNation
EG Telecom
Mobile, Billing, Payments, Content, WAP, SMS, MMS, IVR, Phone, Credit Card
Spain & France • SMS Premium • 123ticket.com • Micropayments • IVR • Worldwide coverage • Voice premium • subscription • billing platform
Contact: Michael Whelan, E. m.whelan@txtnation.com T.+44 (0) 1752 273491, www.txtnation.com
Contact: Robert Nijeboer on rnijeboer@egtelecom.es and mobile (+34) 661636577
Oxygen8
Advanced Telecom Services
Global Billing, Communication & Mobile Services from Worldwide Offices
900 numbers, premium sms, telemedia, mobile marketing, dating, audiotext, IVR
Contact: 0808 206 2062 E-mail: sales.uk@oxygen8.com www.oxygen8.com
Mediatel Int’l Premium Numbers. Audiotext, IVR, Live Stats, Fast Payments, Best Rates, Micropayments
Contact: Tel+44-207-308-5555, telemedia@mediatel.com www.mediatel.com
Skype : ballparkbob
*
ellisons
UK Advertising agency media planning/buying - press, TV, online, mobile
www.ellisonuk.com
Dimoco
Get your company listed here Contact Jarvis Todd on Tel +44 (0)8707 327 327 or email jarvis@telemedia360.com
Ellisons
DIMOCO is the international mobile payment and messaging provider
Contact: Tel +43 1 866 70 21050, sales@dimoco.at, www.dimoco.org
telequest & Internet Solutions GmbH
Welburn & Co
!!! Domestic Numbers Worldwide !!!
Commercial lawyer; prs / broadcast media expertise; Contracts, Regulatory, IPR, Employment
Contact: 00800 102 502 22 or info@telequest.com www.telequest.com
www.welburn.co.uk
Global Telecall
Text121Chat
Provider of quality wholesale & retail telephony applications.
Premium Rate Operators Services
Contact: +44 (0)20 8099 9066 or email sales@globaltelecall.com www.globaltelecall.com
www.text121chat.com Contact: UK 0871 872 6154, helen@text121chat.com, USA 1-888-711-0121, lorna@text121chat.com
Wapple
C3 Ltd
Mobile web, Mobile marketing, Mobile browser, device detection & optimisation Mobile advertising, Mobile web development
A PCI compliant technology and application provider for VAS operators
Contact: Tel 0844 800 8514 (UK) and +44 1527 558247 (International) http://wapple.net
Contact: info@c3.co.uk, Tel +44 (0) 1223 427700 www.c3.co.uk
UnwiredPlaza.com
Cellcast
Best of Breed Mobile Messaging & Media Solutions
Cellcast is a leading provider of participatory television programming and interactive technology
Contact: Tel +44(0) 207 1939230, enquiries@unwiredplaza.com, www.unwiredplaza.com
Contact: Tel +44 207 190 033, web@cellcast.tv www.cellcast.tv
Telemedia Industry Directory AGMO
Open Market
Micropayments, Premium SMS, Premium Voice, Web Billing, Credit cards, Poland, Czech Republic, Hungary, Slovakia
Mobile Messaging, Direct Billing, IVR, Video Shortcodes, Location-Based & Mobile Crediting Services
Contact: Tel: +420 234 718 555, Email: info@agmo.eu www.agmo.eu
Text sales to 88600 in the UK. Tel +44 (0) 20 8987 8855 www.openmarket.com/europe
Keyzone Company Ltd
Goodman Associates
Live Chat Operator, Innovated, Dynamic, Reliable, Competitive - One stop shop
Goodman Associates maximizes your profits by making advertising work harder!
Contact: sales@keyzone-telemedia.com www.keyzone-telemedia.com
Contact: mail@goodmanassociates.co.uk, Tel.+44 (0)845 225 55 55 www. goodmanassociates.co.uk
Madvert
Kwak Telecom Ltd
Advanced Mobile Marketing, Mobile Advertising & Mobile Affiliation
Leading provider of International payouts numbers & domestic premium rate numbers
Contact: Dean Butler on +447780695769 or dean.butler@madvert.net
Contact: Tel +357 22 022300, sales@kwak-telecom.com www.premium-rates.com
CSINFO S.p.A
Paul Markham
CSINFO is the main carrier running premium rate numbers in Italy
Contact: Via Matteucci 34 - 56124 Pisa (Italy) - Phone +39 050 782 000 wholesale@csinfo.net, www.csinfo.net
Paul Markham content provider for Mobile Phones and iPods.
Contact: www.paulmarkham.com/all-adult-content.php
NEWS Latest news as it happens covering all areas of the Telemedia Value chain.
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