Telemedia Magazine - Issue 34

i ssue 3 4

Connecting consumers to media, content and billing

HIGH STAKES

FOR BILLING How m-payments will save telemedia

WINNING HAND

Playing the m-gaming card

RINGING THE CHANGES The rise of click to call adverts

GOING ROGUE

Uncovering the latest PRS scams

CONTENTS 18

21

24

REGULARS 05

06 06 07 08 08 09 10

Key to commerce

28

M-payments users drive m-commerce, says MEF

Every phone a bank

Paym launch links all bank accounts to a phone

Embracing m-banking

The UK goes mobile money mad – with banks

30

Play together nicely

Time to reap the rewards of iOS and Droid gamers playing each other

Rise of the twilight shopper

Tablets are making people buy all night – retailers must wake up

32

PPP sets budget

And sets its sights on a new CEO

Swiss operator

TelServ gains a telecoms licence in Switzerland

The Agenda

34

Our regular round up of what the trade bodies have been up to

42 Directory

The only exhaustive list of industry do-ers

46 People

36

The movers and shakers moving and shaking

FEATURES 12

16

The great game

In a world where everyone is talking about consumers using mobiles as an extension of their bank card to pay for things online and in shops, where does the opportunity now lie for direct operator billing services?

Neil Ainger reports

Into the mainstream

Guy Fietz, CEO of Triton Global, belives that direct carrier billing while now mainstream needs to be better positioned and suggests that all industry stakeholders need to do a better job of collaboration to take it to the next level

38

41

Transaction stations

We’ve turned our phones into cameras, music players and clocks. Will we ever turn them into wallets? A huge number of companies are betting we will, as Tim Green explains

Win, win, win

Mobile offers gamblers access to a variety of games both on the move and, with tablets, as a replacement for the PC. And with this shift comes the opportunity to get telemedia billing in front of millions of punters. Paul Skeldon explains

Summits in the air

We take a sneak peak at the up coming mPayments and mGaming summits taking place on 15 May at the Royal Mint in London. Come see what to expect

One click wonder

With more consumers than ever searching brands and seeing adverts on smartphones, the need to add click to call is starting to make a clear business case. Paul Skeldon reports

Grab your customers by their calls

With this rise in demand for click to call, Triton Global’s Vice President of Sales and Marketing, Martin Grace, contends that voice service providers are well positioned to fill this tidy market niche

Getting better all the time

PRS services have steadily become less problematic and less worthy of scorn, but still issues remain – with the wording and customer service aspects of these services.

But things are getting better. Paul Skeldon reports

New look, old threat

Affiliate marketing has brought the spotlight on problems with online and mobile advertising, but it’s the tip of the iceberg. It is all part of the rise of Malverts – and they are often just a new look gateway to some old favourite scams, warns Paul Skeldon

Welcome to Mobile 3.0

The global mobile industry today consists of a complex series of dynamic, interrelated ecosystems. It’s becoming an ecosystem of ecosystems. And many of the players in this new world – dubbed Mobile 3.0 – are not mobile companies. So where lie the new opportunities, asks Andrew Bud, MEF Global Chairman

The art of mobile engagement

Mobile is the key tool marketers have at their disposal to really engage consumer – and use that as the start of the commerce process. But how do marketers pull it off?

Anthony Wilkey, Strategic Client Director, SmartFocus, outlines how to paint with mobile

Queue Busting

The British, it turns out, don’t like to queue after all, and it’s costing business dear in lost sales. But MNO EE sees it as an opportunity to use mobile to not only bust the queues but to engage consumers, finds Paul Skeldon

ISSUE 34 TELEMEDIA 3

COMMENT

M-payments: the restoration of telemedia?

Just a few months in and 2014 is already very much the year of mobile payments. Not only are there set to be some very big launches later in the year of various bank-connected services, the retail, entertainment, gaming, gambling and media industries are all looking with interest at what m-payment could deliver.

The trouble is, there are so many companies squeezing into the space that what these potential customers for mobile payments services are eyeing with interest is a tangled, barely fathomable mess.

Banks want to own the space. Some retailers want to own the space. Credit card companies want to own the space. A raft of start ups of varying sizes and shapes want to own the space. And the telemedia industry wants to own the space. The result is that there are so many people offering ‘THE’ solution to the mobile payments problem that no merchant of any stripe is daring to back any of them.

This stand off – often wrongly likened to the Betamax verses VHS debate in the early 1980s – is preventing any progress. Even the big beasts such as Barclay’s PingIt or MasterCard’s MasterPass are being held at arms length by the merchant community. So what hope all the others, including direct carrier billing?

Well, telemedia does have an advantage. It is sort of in the ‘also ran’ category as far as many of the other payment providers are concerned – being tainted with the whiff of PRS scams and the like. However, this means that whether it likes it or not, carrier billing has been forced into a niche. And this is very much how telemedia may yet become one of the first key billing technologies to actually do battle in the hands of consumers looking to pay for things with their phones.

In fact, in many ways it already has been a cornerstone of mobile payments for some time. Charities have used PSMS for sometime now to garner immediate donations. Car parks are also starting to become the preserve of the texting commuter tired of rummaging amongst the pocket lint for change. In fact, even before things like Payforit came into the equation, telemedia billing on mobile has been letting people buy things.

All that needs to happen now is for the process of paying for car parks needs to be made much easier and for newsagents, vending machines, ticket machines and more to see how this is actually the way to do mobile payments. While much is made of NFC and even Bluetooth Beacons, sending text messages or using Payforit is actually, right now, the easiest way to do mobile payments right now. t u ab o n more Of course, mobile payments will only work if it makes the idea of To lear e telemedia wher ts fits into paying easier than using cash and cards. In fact, its real power lies n e ld p a y m y m e nt w o r a P in how to create a payment ‘journey’ that doesn’t actually involve the m n up to the it m sig m ‘paying’… And if you can do that you can really corner the market. u e nt s S Mpaym 15 May. on e 24 on p ag Paul Skeldon t De ails

Make sure you renew your annual subscription to continue receiving Telemedia Magazine AND now you will get 10 issues of Telemedia-month into the bargain! www.telemedia-news.com/signup.html 4 TELEMEDIA ISSUE 34

DIRECTEUR DE LA RÉDACTION Paul Skeldon paul@telemediamagazine.com ART DIRECTOR Victoria Wren victoria@wr3n.com CONTRIBUTORS & CONSULTANTS Matthew Leach, Aideen Shortt, Sheldon Johns, Andrew Darling, Peggy Ann Salz, Ritesh Gupta, Alexandra Franklin, Paul Dunone, Bruce Pharoah, Christabel Farrah, John Strand, Melvin de Vere, Victoria Hawes, Peter Welburn SALES & MARKETING info@telemediamagazine.com PRODUCTION DIRECTOR Annika Micheli annika@telemediamagazine.com PUBLISHER Jarvis Todd jarvis@telemediamagazine.com TO SUBSCRIBE www.telemediamagazine.com WHAT WE’VE BEEN LISTENING TO Everyday is like Sunday, Morrisey Countdown to a Breakdown, Viki Vortex and the Cumshots WHAT WE’VE BEEN AMUSED BY The History of Rock with Brian Pern WHO WE’VE BEEN FOLLOWING @TheMobileView WHAT WE’VE BEEN READING ABOUT How to do video overlays SPRING 2014 WILL BRING... the mSummits on 15 May TELEMEDIA MAGAZINE is published every six months and circulated in print to 8,000+ qualified readers and downloaded in digital format to 17,000+ requested readers.

BUSINESS ADDRESS: Ground Floor, Virginia Cottage, Nash Lane, Scaynes Hill, West Sussex, RH17 7NJ, UK. Web: www.telemediamagazine.com CIRCULATION ENQUIRIES TO: Ellie Gold ellie@telemedia-news.com Overseas subscriptions and non qualified readers can obtain Telemedia Magazine with an annual subscription rate of £15 / E20.

Refunds on cancelled subscriptions will be provided at the publisher’s discretion, unless specifically guaranteed within the term of subscription. © World Telemedia Ltd. All rights reserved.

No part of Telemedia Magazine may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying and recording on any information storage or retrieval system without the written consent of the publisher.

The contents of Telemedia Magazine are subject to reproduction in information storage and retrieval systems. Repro and Print by Trio Offset

ANALYSIS #PAYMENTS

M-Payments key to m-commerce People who use m-payments and mobile money are more likely to buy things via mobile and are spending much more per person than ‘normal’ consumers when they do buy, finds a global consumer study of how people buy digital goods carried out by MEF. In fact, according to the MEF, those that already use mobile money services in one way shape or form are 26% more likely to buy via the mobile channel – especially digital content.

the rather prosaic issue of m-payments services currently being too overly complicated to use.

A study into smartphone users’ attitudes towards mobile payments by integrated mobile solutions provider Oxygen8, has revealed simplicity as the driving factor to unlocking widespread adoption.

Despite having the capability to do so, a third (33%) of 18 to 44 year olds in the UK admit to never having made a payment using their phone. However, over half (56%) would be more encouraged to do so if it was as simple as paying with a single click.

And these mobile money users also spend more on individual purchases.

They are 10% less likely to make low The need for a more straightforward value payments and 14% more likely to payment method is consistent throughmake mid-value purchases. And mobile money users don’t just buy more than the average mobile user. They do more of everything. They are 12% more likely to scan barcodes, 11% more likely to make charitable donations and 10% more likely to use location based services.

phone payment options already exist.”

The importance of consumers having access to the right mobile payment mechanism is amplified further by a third (33%) of those surveyed confessing they would like the option to directly click through from a SMS marketing message advertising a product or service to pay for the goods.

However, 73% have abandoned shopping baskets for reasons including fiddly navigation, security concerns, off-putting pop-up adverts or a clunky checkout process. Businesses will need to address these concerns if they want to capitalise on the consumer appetite for direct payments from SMS marketing.

This is all excellent news. However, only 15% of mobile media users in 2013 used mobile to pay for anything: there is still a huge gap to bridge.

Part of the problem is consumer trust. In another global study by MEF – carried out with AVG Technologies – found that trust is the number one barrier to the growth of mobile content and commerce with 30% of mobile media users citing it as the single largest obstacle to purchasing goods and services via their mobile device, yet just nine per cent claim to have actually had a negative experience.

Moreover, the issue of consumer trust is growing. This year, 40% named trust as one possible barrier to purchasing via mobile. In 2013, the number was 35% against 27% in 2011. Looking ahead, therefore, a lack of trust will prevent one in two mobile media users from purchasing via their phone by 2015.

But trust is but one of the hurdles that is holding back m-payments. There is also

out the research findings, with 56% of smartphone users surveyed admitting that multiple steps put them off making mobile payments. 55% also stated they would be more likely to make further payments using their smartphone if a simpler method was universally available.

“We live in an age where secure hassle free payments, such as contactless and 1-click online payments, are a given,” comments Maria Grant, head of product development at Oxygen8 Group. “These findings show that consumers expect similar simplicity when it comes to mobile payments. Businesses, like ours, are able to provide this to merchants. But it’s clear that the industry needs to work to create more awareness with consumers that simple, secure and swift smart-

“To exploit the opportunity to engage with consumers via the smartphone businesses need to make sure the whole process is simple and seamless, from a targeted SMS through to payment,” concludes Grant. “If they can achieve this then it will create a direct way for them to build brand loyalty and increase sales.”

And this is really the nub of the issue with m-payments. Consumer issues with trust can be addressed and familiarity and good branding can help with that.

But no one is going to get to the point of using them in the first place if they don’t offer an experience and an ease of use that is better than anything that is around already. This is where the real work needs to be done.

ISSUE 34 TELEMEDIA 5

ANALYSIS #PAYMENTS

Payments Council’s Paym to link every bank account to a phone The mobile payment space is set to hot up with the imminent launch next month of Paym, a new payment service devised by the non-partisan Payments Council that links users banking apps to their phone number.

Final testing for Paym is on track and the launch date will be announced in April, when participating banks and building societies will be able to use the logo. The industry-wide collaborative project is the first service with the potential to link up every current account in the country with a mobile number.

Paym will be integrated into customers’ existing mobile banking or payment apps as an additional way to pay, making it possible to send and receive payments using just a mobile number. At launch, customers of nine bank and building society brands - Bank of Scotland, Barclays, Cumberland Build-

ing Society, Danske Bank, Halifax, HSBC, intention to join in early 2015, while Lloyds Bank, Santander and TSB Bank - Metro Bank and Ulster Bank head up the list of other interested parties who will be able to use the new service. are finalising their launch plans.

The nine launch brands will offer their Adrian Kamellard, chief executive of customers the opportunity to register the Payments Council, says: “We’re all their mobile number and select the used to the idea of a ‘mobile update’ to current account they want payments made into before the service goes live. improve our apps – Paym is a mobile update for payments that means you From launch in spring, Paym will be can pay securely using just a mobile the most wide-ranging payment sernumber. Paym will make it easier to vice capable of moving funds directly repay a friend for cinema tickets, split a from account to account, without the restaurant bill or settle up for a colneed for sort codes or account numleague’s birthday collection. Paym is a bers. great example of industry-wide collaboration that delivers tangible benefits Paym will expand further still later in 2014 – Clydesdale Bank, first direct, Isle for customers. The service has the of Man Bank, NatWest, RBS Internation- potential to link up every bank account in the country with a mobile number al trading as NatWest, The Royal Bank millions of people will be able to use of Scotland, and Yorkshire Bank have it this year and we look forward to excommitted to join, meaning Paym will panding Paym even further, so everyone be available on more than nine out of ten current accounts. Nationwide Build- can benefit from this easy, secure new way to pay.” ing Society have also confirmed their

#PAYMENTS

Millions of people, billions of transactions: UK embraces a banking revolution Mobile phone banking transactions made by British customers have nearly doubled in a single year, new industry figures compiled by the BBA show.

Customers are now making more than 5.7million transactions a day using smart phones and other internet-enabled technology.

The findings feature in the BBA’s opening Way We Bank Now study, a series of publications highlighting how Britain is embracing a range of easy-to-use technology that connects banks to their customers more closely than ever before.

The initial report shows that customers of the five biggest retail banks have: • Downloaded more than 12.4million bank apps • Used their mobile phones for 18.6million transactions a week in 2013 – up from 9.1million in 2012

6 TELEMEDIA ISSUE 34

• Made nearly 40million mobile and internet transactions a week in 2013 • 28.4million debit and credit cards fitted with contactless technology • Signed up to receive more than 457.7million SMS balance alerts and other text messages during 2013.

Anthony Browne, Chief Executive of the BBA, said: “A revolution is underway in how people spend, move and manage their money. This is not just about the

phenomenal growth of mobile banking, which has already allowed millions of British customers to make billions of transactions from the palm of their hand.

“Consumers are also rushing to use contactless cards, text alerts and a range of other easy-to-use technology. This is innovation that connects us more strongly to our banks than ever before and gives us greater freedom to handle our money wherever and whenever we please.

“Make no mistake, the branch will remain integral to banking services in the 21st century – especially for those big moments in life such as arranging a mortgage. But the day-to-day use of branches is falling and part of that is because there is a groundswell of people who now find that banking on the move is fast, easy and convenient.”

ANALYSIS #GAMING

Letting Android and iOS gamers play together Google Play game services, the backend that powers online features for many Android games, is expanding significantly to iOS. In an announcement, Google says it’s bringing turn-based and real-time multiplayer capabilities to iOS. Should developers choose to integrate the service with their games, they’ll be able to enable gamers with Android and iOS devices to play against each other cross-platform.

Play Games already supports iOS through a plug-in for the Unity game engine that supports achievements and leaderboards, and that plug-in will be updated soon adding the multiplayer element. An early version of a separate SDK for non-Unity games is also being released, but at launch it won’t support multiplayer gaming.

Microsoft is planning to expand Xbox Live to mobile platforms in order to facilitate multiplayer matchmaking,

Google’s decision to expand multiplayer capabilities to iOS, coupled with Microsoft’s anticipated announcement, could signal a change in the way the big three mobile operating systems approach gaming. Until now each company did its own thing — iOS has GameCenter, Android has Google Play game services, and Windows Phone has Xbox Live — while third parties like Facebook power the social and leaderboard aspects of popular games like Candy Crush Saga.

It’s early days for Google Play game services’ cross-platform expansion.

Although it’s a popular game engine, a Unity plug-in won’t cut it for many developers, and its non-Unity efforts are still in the early stages of development.

The company says “most” of the features achievements, and friends lists. Xbox will have become available by Tuesday Live already powers some games on March 18th, and it’s holding a developer Microsoft’s Windows Phone platform, but day at the conference to try and perthe new mobile push will focus on iOS suade game makers to use its services and Android. over other companies’.

NUMBER 1 FOR MICROPAYMENTS • Industry leader since 1992

• Fully integrated Micropayment Platform

• Covering 94 countries with PSMS and PRS

• More than 20 exclusive international solutions • Direct bilateral agreements to secure traffic • Unbeatable access and coverage

• The Preferred Partner of Major Carriers Contact@atlasinteractivegroup.com or www.atlasgroup.bm

ISSUE 34 TELEMEDIA 7

ANALYSIS #RETAIL

Rise of the twilight shopper Retailers need to wake up to the growing number of ‘twilight shoppers’ using mobile, research suggests. Mobile is extending shopping hours with increasing numbers of shoppers buying from high street brands between 6am and 9am and between 5pm and midnight as they look to fit shopping in around being, as David “call me Dave” Cameron dubs them ‘Hard working people’.

The research, from performance marketing company, Tradedoubler, also shows how people can now shop whenever they like, and found that 40 per cent of big online spenders shop using their tablet devices, and 27 per cent shop using their smartphones between 9pm and midnight.

The recently published mobile commerce forecast from Forrester estimates that 49 per cent of all European online sales will come from mobile devices by 2018. This highlights the growing im-

portance of a mobile presence for retailers who wish to engage with consumers across the increasingly complex online journey.

“Our research demonstrates just how versatile marketers and retailers need to be,” said Dan Cohen, regional director at Tradedoubler. “Mobile has effectively extended shopping hours for both consumers and retailers, and created an environment where consumers can shop whenever and wherever they like.

“Retailers need to recognise that a strong mobile presence, as part of an integrated digital campaign, will not only increase their engagement with consumers but will also enable them to guide shoppers down their preferred purchasing path.”

Tradedoubler’s research also showed that mobile devices are enhancing the effectiveness of TV advertising. While

they are watching TV, over half of smartphone owners (57 per cent) use their device for activity related to the programme they are watching, and 59 per cent use their device to buy something they have seen advertised on TV, with the latter rising to 71 per cent for tablet owners.

“The convergence of TV and mobile has turned television from a passive into an active experience,” continued Cohen.

“Consumers constantly research, share and ultimately buy products they’ve seen on TV and retailers and advertisers have a unique opportunity to engage with consumers in their own homes, on their own time, with deals that generate an immediate impact.”

“We know that consumers turn to mobile devices for information and inspiration but it’s where the conversation starts and where the consumer goes next that matters,” said Cohen.

#REGULATION

PPP publishes budget for 2014/15 Following consultation with industry and other stakeholders, PhonepayPlus, the UK regulator of premium rate telephone services (PRS), today publishes its Business Plan and Budget 2014/15 – Adding Value in a Complex and Converging Market.

Improving the customer experience – PhonepayPlus will work with industry to raise standards of consumer care and redress, further improve its own consumer support and further develop protections for vulnerable consumers.

Future proof regulation – PhonepayPlus In this plan PhonepayPlus sets out how will work with industry, regulators and it will to continue to deliver effective and other partners to tackle the increasing forward-looking regulation in a rapidly risk from new online and security threats, changing market. update and future proof its Code of Practice and work with government and other bodThe PhonepayPlus Business Plan and Bud- ies to ensure that the regulatory framework get 2014/15 contains the following themes for low-value digital purchases, such as and priorities: premium rate services, keeps pace with Strengthening compliance and enforcechanges in the market. ment – PhonepayPlus will work with indus- Enhancing regulatory efficiency and eftry to build compliance through improved fectiveness – PhonepayPlus will further due diligence, risk assessment and control, strengthen its partnership working with make sure that polluters pay for the harm other bodies and continue to improve its that they cause in the market and help business systems and processes. to ensure that affiliate marketing is used compliantly.

The overall cost of regulation for 2014/15

8 TELEMEDIA ISSUE 34

is £4,444,645 including VAT. Following four years where we reduced our budget by 24.5% without compromising our overall effectiveness, this represents an increase of 3.3% in cash terms and 0.5% in real terms taking account of the current rate of inflation. The increase is due to rising legal costs and the increased volume and complexity of calls, enquiries and complaints that we receive. We are working with industry to increase compliance and improve to the consumer journey, which will bring down the number of contacts that we receive.

The Registration Scheme Budget is presented as a separate budget in the consultation published today. From 1 April 2014 the registration fee for those eligible to pay will increase from £135+VAT to £150+VAT. This will help to ensure that the costs of the scheme are covered and that the initial upfront costs are paid back over time.

ANALYSIS #TELECOMS

TelServ becomes an operator in Switzerland Dutch telecoms company TelServ has acquired a rare full operator licence in Switzerland, allowing the company to directly supply and sell shared cost numbers, DID numbers, toll free numbers, and premium rate numbers in Switzerland. The move also marks the beginning of the company focussing on obtaining operator status in more countries.

“This has major advantages,” says to Vincent Peek, CEO of TelServ. “For Swiss numbers, there is no intermediary anymore. Our customers buy directly from the source. This way we can offer the best conditions to our global customers. According to Dunhof, the focus this year This means better payouts, direct pairing was already on contracting operators and resellers worldwide. “We travel with our of the numbers, and direct billing.” own business stand to 14 international telecom events to meet new customers.

“We are very proud that we can now offer this service to our customers,” adds Having this type of service in our portfolio offers many additional prospects Marco Dunhof, CCO and co-owner of to our clients. We will be looking for opTelServ. “This is a big investment for us. portunities to take over other operators We see it as an important step for our this year.” future.”

TelServ is one of the biggest suppliers of telecommunications services such as DIDs, premium rate numbers, shared cost numbers, and toll free numbers (800 numbers) in more than 140 countries.

TelServ was nominated last year for a High Growth Award and a Global Carrier Award because of extensive growth and smart campaigns.

TRODAT TELECOM Your Direct Source for the Industry’s Most Reliable International Premium Rate Numbers Albania +355

Guinea +224

Belarus +375

Kazakhstan +780

Brazil 091

Latvia +371

Chile +56

*NEW RANGES

Liechtenstein +423

Comoros +269

Lithuania +370

Diego Garcia +246

Madagascar +261

Easter Island +5632

Moldova +373

East Timor +670

Morocco +212

Estonia +372

Sao Tome +239

Gambia +220

Sierra Leone +232

Somalia +252 Spain +345 Switzerland +417 Ukraine +380 United Kingdom +44

Services in Arabic, Hindi & Dozens of Languages.

High Rates with Fast Reliable Payments

www.trodat.com

info@trodat.com ISSUE 34 TELEMEDIA 9

AGENDA

agenda AIME AIME Board Elections Now Open AIME is pleased to announce that election process for the new AIME board 2014 to 2016 has now commenced, with Members able to cast their vote on the 10 nominated candidates put forward.

We are pleased to say that Edward Boddington will be staying on as Chairman for six months to help the Executive to bring in the new board members. The Manifestos of each candidate will be discussed at the forthcoming AIME General Meeting on 27th March.

Each Member organisation taking part in the election should choose, on a 1 to 10 ranking basis, their favourite candidates to ensure a democratic process.

AIME seeks full-time Managing Director AIME, the UK based trade organisation representing Member companies that operate in the interactive media, entertainment (digital and broadcast), and micropayment (premium rate and digital) industries, has now opened applications for the role of Managing Director for their growing organisation.

AIME is at the forefront of business and policy debates affecting the growth and development of the online, fixed, mobile and broadcast interactive enterprises and is looking for a talented and commercially driven leader to take the organisation into its next growth phase. The Managing Director is responsible for the effectiveness of the organisation and ensuring goals and annual

„Our Success is built on Your Trust.“ !

10 TELEMEDIA ISSUE 34

Josef Bruckschloegl, CEO

objectives are met in a timely and efficient manner as well as delivering the 3 year strategic plan. The role requires excellent commercial, organisational and leadership skills for the supervision and measurement of day-today operations.

The MD is also responsible for the organisation’s continued growth and representing the interests of a diverse membership to government, regulators and industry stakeholders. The role requires integrity and professionalism to impartially raise the profile of members’ business interests.

• “Misleading” is the highest reason for adjudications and is double any other reason • Competition Services received the most adjudications • There are fewer “very serious” cases in 2013 but more “serious cases” than in 2012 David Ashman, Director of Industry Affairs at AIME, who oversaw the study, said: “Analysing the adjudication trends is an essential exercise for all of our Member compliance departments and a helpful steer for those personnel involved in digital marketing. As a time consuming project this makes sense to be completed as AIME releases Adjudication an annual exercise by the industry Analysis 2012 to 2013 trade body, collectively saving over 150 man days, that would AIME today releases an indepth analysis report into adjudi- otherwise be extended by each cations made by the UK regulatory member completing this analysis in isolation.” agency PhonepayPlus over the last two years.

AIME launches new website The analysis, produced in-house and new features for Members

by AIME, examines data from 24 months of PhonepayPlus tribunals AIME is pleased to announce to examine emerging trends and the launch of its new website, to highlight particular services or which has been completely marketing methods that present redeveloped with a new look and increased risk. feel plus heavy focus on improved The full report is available usability and navigation. exclusively to AIME Members.

Visitors and Members can easThe key findings from the ily review summaries of AIME’s research include: recent and ongoing work within • Total fines for 2013 are the the Industry, with Members only same as 2012 being able to access the in-depth

Payforit Enhanced Single Click Payforit Enhanced Single Click now allows consumers to access your services using frictionless billing.

For ‘Paywalls’ consumers can select from multiple options to make a purchase with one click, quickly and easily.

Contact us now The leading Payforit provider, with direct connections to all UK operators.

e. t. w.

Sales@ImpulsePay.com 020 7099 2450 (ext 3) impulsepay.com

information after passing through a simple login.

Members can also choose the kind of information they wish receive via email from the Association and can update contact details as these change.

A new Members directory also gives Member organisations an individual profile page by which they can detail their products and services.

The AIME website is also in mobile and tablet friendly formats meaning it is now easier to check the latest news, meeting dates and meeting locations while on the move.

MEF MEF members elect new leadership teams for EMEA and Asia to champion Mobile 3.0 Six new directors join the MEF EMEA Board with three of six incumbent directors elected in new leadership roles for the new term.

Darren Foulds, Director of Barclays Mobile and Pingit, Barclays was elected as EMEA Chair along with Pietro Catello, Regional Managing Director, Buongiorno and Chris Davies General Counsel EMEA & Head of Privacy, InMobi, as Co-Vice Chairs for the EMEA Chapter.

Representatives from ooredoo, MyOrder / Rabobank and Vodacom make up the EMEA Board for 2014/2015. The newly elected directors are: • Johan Lindstrom - Vice President of Digital Commerce, Europe, MasterCard • Naji Bouhabib - CEO & Founder, Mobile TechnologyTomorrow, MT2 • Yannick Debaupte - Developer Relations Director, Europe, Nokia • Ken Murphy - Area Vice President and Managing Director EMEA, RealNetworks • Oliver Nitz - SVP Mobile Brand Licensing North & International, Viacom • Brett Loubser - Head of WeChat Africa, WeChat • For MEF’s Asia chapter, Colin Miles, Vice President of Corporate Marketing at InternetQ was re-elected as Chair with Dippak Khurana - Founder & CEO, Vserv. mobi newly elected as Vice Chair for the region. Incumbent directors from MassiveImpact, Maxis Communications, Nazara Technologies and One97 Communications, are joined by the following new directors: • Ravi Rajagopalan - CEO, Empays Payment Systems • Prashant Gokarn - Chief Strategy & Planning Officer, Indosat

• Raj Dhamodharan - Regional Head of Mobile & Ecommerce APAC and MENA, MasterCard • Thawatvongse Silamanonda – SVP, International Business, Mono Technology • Lito Villanueva - Head, Innovation, Ecosystem Build & Global Engagements, SMART E-money • Sissel Henriette Larsen - Telenor Digital – Business Units Asia, Telenor

mobile money users to the overall m-commerce market, as this group is 26 per cent more likely to purchase via mobile. Globally, 91 per cent made some form of mobile purchase in 2013 as opposed to 65 per cent of all mobile consumers.

Mobile money users also spend more on individual purchases. They are 10 per cent less likely to make low value payments and 14 per cent more likely to make mid-value purchases.

MEF Report Warns Against And mobile money users don’t Complacency on Consumer just buy more than the average Trust mobile user. They do more of evMEF also announced the results erything. They are 12% more likely to scan barcodes, 11% more likely of its second annual Global Trust to make charitable donations and Report. The 2014 report, car10% more likely to use location ried out in partnership with AVG based services.

Technologies N.V., analyses data MEF’s Mobile Money consumer from 10,000 mobile media users insight report suggests that mobile in 13 countries in order to exambanking is already mainstream ine the industry-wide issues of privacy, transparency and security in many regions, but for different to identify their impact on mobile reasons. In the US, UK and China content and commerce consumer the use of mobile apps for checking balances and paying bills is behaviours worldwide.

The study found that trust is the commonplace. Whereas in Africa number one barrier to the growth handsets are used to send airtime to other users, transfer funds and of mobile content and commerce with 30 per cent of mobile media seek credit. users citing it as the single largest obstacle to purchasing goods and MMA services via their mobile device, MMA Appoints Chris Babayode yet just nine per cent claim to as Managing Director for EMEA have actually had a negative Region experience.

Moreover, the issue of consumer The Mobile Marketing Associatrust is growing. This year, 40 per tion (MMA), has appointed Chris cent named trust as one posBabayode as Managing Director sible barrier to purchasing via for EMEA. He will be working mobile. In 2013, the number was alongside the organisation’s global 35 per cent against 27 per cent in leadership team, led by CEO Greg 2011. Looking ahead, therefore, Stuart, to expand the MMA’s voice a lack of trust will prevent one in and reach in the EMEA region. two mobile media users from purChris is a skilled and versatile chasing via their phone by 2015. international business leader with over 15 years’ experience workMEF’s 13-country Mobile Money ing across traditional and digital Insight Report reveals global media, including search, advertisconsumer trends and behaviours ing networks, mobile and apps. In in m-payments and m-banking his new role, Chris will continue MEF released the first report in the MMA’s thought leadership camits Global Consumer Insights Series paign within EMEA and increase on Mobile Money in February. The advertiser and agency awareness report analyses data from 10,000 of the potential of the mobile respondents in 13 countries, high- channel. lighting regional & global trends “I am very pleased to welcome in mobile money uptake and how Chris Babayode as Managing Diit is stimulating growth across the rector for EMEA. His international mobile value chain. experience in digital, advertising, In 2013, 15 per cent of mobile marketing and business growth media users made some form makes Chris the perfect candidate of mobile payment to make a for this position and a welcome purchase. The largest group of addition to our senior team,” said these users (7 per cent of the Greg Stuart, CEO, MMA. “As mobile total sample) did so via a mobile proliferation continues, marketwallet, especially those based on ers are recognising the role that Near Field Communications (NFC) mobile plays in driving marketing technology. innovation. It provides the ultimate The report, carried out in partstage for storytelling and will help nership with On Device Research, move marketers closer to consumhighlights the importance of ers than ever before.”

The telemedia industry crosses so many business borders, its interests are tied up with a range of trade bodies and associations. Here we take a look who is doing what

ISSUE 34 TELEMEDIA 11

PAYMENTS

The great game In a world where everyone is talking about consumers using their mobile phones as an extension of their bank card to pay directly for things online and in shops, where does the opportunity now lie for direct operator billing services? The m-payment and billing world is developing fast but is there still a place in it for traditional players, says Neil Ainger The so-called great game in the 19th century revolved around the geopolitical jockeying for influence between Russia and Britain in the Crimea, Afghanistan and the ‘near east’. While world history centred on the Crimea repeats itself, the great technology game in the 21st century revolves around getting your apps, systems, partnerships, payment and billing services on to the mobile smartphone, so that you can gain influence with the modern consumer who is evermore reliant on their handset.

For many years traditional telemedia players offering premium SMS text message billing (PSMS), voice shortcodes and WAP billing services (now known as the payforit market in the UK) were all very successful businesses with in-built payment options. They earned lots of money from marketing, billing and ease-ofaccess instant ‘click and buy’ m-payment services or text donations and/or premium rate numbers.

plains Simon Coates, commercial director at Global Charge, a payments specialist, outlining the diverse mobile m-payment and m-commerce marketplace. “There’s currently a big focus on mobile wallets, and a variety have hit the marketplace within the last few months. Their success or otherwise will depend to a large extent on how seamless they make the checkout experience for the end user. In the future the m-payments, billing and the commercial ecosystem is likely to depend on mobile wallets. First they have to gain consumer acceptance, of course, but if they can clear this hurdle and make purchases a frictionless experience then they will prove a significant threat to traditional carrier billing services.”

According to Rob Weisz, CEO of start-up Fonix, however, “there is no reason why these existing services cannot continue”.

He launched his new business in January 2014 offering SMS text services, PSMS and direct billing services out of the ashes of Velti’s MIG, and as this 20-year vet“There are many direct operator billing eran of the interactive telemedia industry services available in many different coun- points out: “I wouldn’t have launched it if tries, across certain specific markets,” exI wasn’t confident about the future.”

12 TELEMEDIA ISSUE 34

Weisz maintains that despite the advent of mobile wallets and more integrated tethered card services there doesn’t have to be wholesale change or a diminution of the existing marketplace. “There will still be demand for traditional services and new end uses will be found.”

That may be true but traditional telemedia and m-payment players are likely to have to diversify and to start offering more services around en vogue games such as Candy Crush from King Entertainment, which has recently been floated for billions of pounds, and Farmsville from Zynga. These games provide new end-use drivers for consumer uptake and m-payments.

Businesses in this area are going to have to become more nimble offering instant in-app purchases, with no need to register for accounts becoming a key ‘immediacy’ selling point against newcomers to the market such as pingit or MasterPass. These often require users to register, adversely impacting uptake and conversion rates.

PAYMENTS

Traditional firms should also be looking to develop the vending machine, charitable donation and transport m-payment and billing services’ marketplaces. These services can be expanded and deepened allowing them to survive and prosper in the future as tethered card programmes come on stream and competition grows tougher. It is via games and other such new revenue streams that traditional players are likely to survive in this increasingly crowded marketplace with Zapp and others all likely to be providing much fiercer competition in the near future.

that completes the circle.”

In common with other firms, Oxygen8 sees sports scores, celebrity gossip, news, alert adverts, loyalty and marketing communications and other such telemedia content as ways to engage users and drive up interactivity and sales. “The ‘buyit-now’ instant click offers of classic direct carrier billing services’ is an important part of this mix,” adds Grant. “Richer SMS texts with bit links are also important as they can skip over the call centre and link directly to ‘click and pay’ services or enable instant charity donations as has recently been seen with the Sport Relief charity donation drive in the UK, linked to the BBC TV fundraising evening.”

when MNOs could sit on 30% of revenue in billing charges are gone, although they’ll naturally want to avoid commoditisation.

Sharan Rattan, manager of mobile payment services at Three, maintains that: “We don’t see these services as threats; more as complementary to carrier billing. Consumers will use the simplest and most relevant way to pay for things, depending on the context (i.e. it will be difficult to vote for a TV show using a bank card). Ultimately it comes down to consumer choice, so a variety of payment mechanisms should be available. Some “Parking is another potential opportucustomers may not want to put small nity,” says Maria Grant of Oxygen8, as she value digital purchases on a card – and reviews the growth opportunities still where there is no account relationship it available to traditional players. Although “I don’t necessarily think new payment is quite an awkward process to enter card opportunities are a threat,” says Grant, re- details. Carrier billing is secure as there is she does admit that she herself has ferring to near field communication (NFC) no personal data assigned to carrier billstruggled with this end use because the set-up procedure in order to pay for park- functionality and the advent of tethered ing transactions and also carrier billing ing on your smartphone is not always as cards linked to bank accounts. “It could goes out to all mobile users – even those conversely be an opportunity. Maybe in easy or quick as it should be. that may not have bank cards.” future in-store NFC Point-of-Sale (PoS) terminals could offer direct billing,” she Grant believes the corporate service asTelemedia services and payment options adds optimistically. pect of traditional players’ will continue will increasingly be offered directly by to be a unique selling point. Key clients banks, card schemes and new players in for her firm include United Utilities, Trav- Potential Rivals the sector to drive up usage figures and elodge, Hermes and Paddy Power. “We The marketplace is changing under the conversion rates. This may squeeze some allow companies to contact and engage impact of Zapp, pingit and perhaps even traditional players as these firms seek consumers via voice, social media, texts Weve, which recently announced a link-up to offer their own ‘all-in-one’ integrated and other functionality delivered to a with MasterCard to offer an in-store NFC channel. Zapp, for instance, is a shared smartphone and also provide a ‘response function on its smartphone payment app. service that offers mobile m-commerce, back’ facility with agents or automated so The latter Weve brand is an MNO-fronted loyalty, billing, online and in-store that customers can quickly order things UK joint venture from Vodafone, 02 and transactions and functionality all on one or investigate marketing offers such as EE, which has millions of mobile phone integrated ecosystem – and it is linked a subscription service to get around a customers on its marketing database to the vast majority of the UK’s banks. pay wall,” she explains. It is the immedithat it is looking to exploit in new and VocaLink, the firm behind the Zapp app ate service and ‘response back’ facility innovative ways. technology and ultimately the processor that provides a USP against newcomers of its m-payments via its UK Faster Paythreatening disintermediation.

The struggles of the O2 Money unit, ments Service (FPS) back-end technology now closed, and its US mobile wallet system, is signing up all the UK banks’ Grant believes that mobile m-payment equivalent Isis show how difficult it is various smartphone and tablet applicais a circle. “You can communicate with a for MNOs, however, to break into the mtions to the shared m-payment back-end consumer via effective customer service commerce world. It is for this reason that processing platform ahead of its launch and billing alert services. You market to partnering with MasterCard to gain more later this year. them simultaneously and interact with widespread NFC interoperable consumer them via good content and offers, driving uptake and added billing and service Santander, Nationwide, Metro Bank, HSBC them to engage again, creating a circle. functionality is an important move for and its first direct online offshoot are all The m-payment is at the end of this Weve. It shows how MNOs and others can already signed up by Zapp, alongside payconstantly revolving circle, but it is the perhaps remain in the game in future, ment processors like WorldPay, Optimal crucial part because at the end of the day via partnering, as competition intensifies. Payments, Realex and SagePay. Even UK it is all about getting that sale confirmed: Pricepoint is important too and the days banks that have carved out a successful

ISSUE 34 TELEMEDIA 13

PAYMENTS

front-end niche for themselves on the mobile media, content and m-payments arena such as Barclays with its pingit and buyit apps will ultimately be using the same shared back-end FPS payment processing platform, although it will of course retain the valuable front-end customer interface. This holistic offering could ‘trap’ consumers into the banking ecosystem as consumers blindly follow their banking brand into the mobile mcommerce and payment arena, disintermediating traditional players.

There is also MasterCard’s MasterPass payment channel to consider, which made a big splash at last year’s Mobile World Congress (MWC) trade show in Barcelona. This too is aiming at online web-based transactions, using loyalty and marketing techniques and content to ensure healthy user numbers, while also targeting in-store purchases. The m-payment completing the circle will remain in-house on the platform, potentially only leaving crumbs – or new in-app revenue alternatives – to established operators.

The likes of Zapp, PingIt and MasterPass are all fast developing rival channels to direct carrier billing and could eat into the market share of traditional telemedia players as many of them want to offer content, marketing, customer services and integrated billing services all via their own platforms, with the end payment remaining in-house. No doubt there are customer service and attraction contracts available to some partners but the mobile ecosystem will remain firmly within the MasterPass tethered card product or the payment and bank-led Zapp ecosystem.

As Adrian Sarosi, director of sales and marketing at OpenMarket says: “The biggest threats to carrier billing services are two-fold: either the use cases slowly disappear – unlikely in the immediate term and they certainly won’t be totally eliminated in my opinion – or the billing mechanic is trumped by a more convenient tool.”

“Traditional payment mechanics can

14 TELEMEDIA ISSUE 34

survive,” he continues, “but Payforit, PSMS, voice shortcodes and so forth will all need investment to update them. The landscape is moving, with new technology, regulations and carrier processes changing the marketplace.”

service that payforit is reliant upon. It’s an interesting move. Not a massive threat yet, as I believe the consumer – as opposed to the commercial merchant market – is still king for PayPal. It is, however, something to be aware of.

Future Opportunities

“Additionally Apple is a threat. They’ve already had one bite out of the industry when the AppStore was launched and could disintermediate again if they come up with a similarly revolutionary concept as iTunes, which changed digital music.”

There is no need to despair as change brings new opportunities. Game centred m-payment and integrated instant billing services offer traditional players growth prospects. There is an on-going place in the mobile ecosystem for them as it develops, believes Chris Newell, CEO of ImpulsePay. “I don’t worry overly about traditional banks or cards schemes,” he

The biggest threats to carrier billing services are two-fold: either the use cases slowly disappear – unlikely in the immediate term and they certainly won’t be totally eliminated in my opinion – or the billing mechanic is trumped by a more convenient tool.

The payforit market is ImpulsePay’s raison d’etre as its name implies and Newell thinks that it retains certain strengths that will inoculate it against threats from newcomers. “The core selling point of mobile services is it covers all the population and therefore has unrivalled reach,” he says. “When allied to the ‘click and pay’ functionality of payforit this reach can seamlessly bring millions of customers to market for corporations. The immediacy increases the conversion rate too, as there is no asking for customer details via registration, so marketing efforts translate directly into sales.”

According to OpenMarket’s Sarosi, “it is harder now than it was 10 years ago and, yes, the marketplace is changing.

But there are still huge opportunities for those willing and able to grab them.”

says, as he believes that the need to register accounts often diminishes consumers’ ability to immediately pay for mobile services, lessening the threat.

“Technology is questioning the demarcation of who owns the customer and who is the merchant – is it the network operator, the bank, the credit card company, the handset manufacturer, the social network, the search engine, the PoS provider, or just the plain old retailer,” he asks? “All of these entities are big guns with a lot to lose. Partnerships may help mitigate their risks for sustained success but if it confuses the end users then nothing will change.

Despite his sangfroid approach, Newell does admit he potentially sees completion from PayPal’s One Touch tool. “I think this is the first time an established player from the financial world has moved into the type of ‘one-click-to-buy’ immediate

“There is no clear winner today as the market is still evolving. As long as that is the case, all of the existing payment mechanics will survive for the moment … even coins!” Don’t expect, however, for that to always be the case. J

mGAMING

mPAYMENTS

15.05.14

Dexter House The Royal Mint London EC3N 4QN

Visit www.msummits.com for more information

PAYMENTS

In to the mainstream Guy Fietz, CEO of Triton Global, believes that direct carrier billing, while now mainstream, needs to be better positioned and suggests that all industry stakeholders need to do a better job of collaboration to take it to the next level It is now routine for most of us, especially the younger demographic, to pay for things on smartphones and tablets and charge those transactions to our mobile phone account. Not unlike the way digital payments companies piloted the PC-based e-commerce explosion, mobile direct billing companies are exploring how to make transactions easier, for shoppers and merchants alike.

widespread adoption rates. The concept of payment at a terminal with a single tap of your smartphone, while simple, is not really any more convenient than using cash or credit cards.

The hype of NFC payments over the past few years was strong because it had strong backers with both venture capital and conventional financial institution America and Europe. support. The message they delivered had clarity and offered promise.

From the humble origins of buying a Carrier billing companies have also been ringtone via text and adding the cost directly to a mobile bill, carrier billing is By contrast those of us in carrier billing marketing and promoting the concept rapidly going mainstream and the things had to do our own marketing. We had to that the payment method allows the “no credit card or unbanked” global combe evangelists and were greatly tested you can buy with your mobile phone as we positioned the service and gained munity to be accessed. While that is today have expanded. Moreover, carrier billing is now widely accepted as a pay- the acceptance and buy in required, par- true, it’s not a smart marketing message to deliver, suggesting that we can only ment method globally and is poised for ticularly from mainstream customers. be seen as attracting those who do not rapid growth.

In fact, the direct billing industry stake- have conventional ways of paying.

It has not been an easy march for those holders were often at loggerheads with That’s simply bad positioning. The core one another. Mobile carriers and payof us in the industry and part of the value of direct billing is the ease on the ment providers did not always see eye problem was that while other mobile payment methods such as NFC and mo- to eye and mainstream digital goods and part of the consumer to conclude transactions. A few simple steps and they bile wallets enjoy wide industry recogni- services providers were not excited or are done. Fewer steps in the payment eager to embrace the payment method tion due to their promotion by convendue to high carrier revenue share reten- process clearly lead to higher convertional payment providers and financial sions. This advantage is both universal tions and low consumer spend caps. institutions, carrier billing has no such and global irrespective of whether you vocal or widespread marketing support. are marketing in a developed or develPartially the lack of adoption to date oping country. That’s what needs to be is in some way our own fault. We have Ironically, now top payments industry promoted, that’s what will resonate with and trade publications suggest that NFC allowed the impression to be created digital goods and services providers and that it’s the emerging markets that are will not enjoy the wide adoption promencourage them to on board the direct the Holy Grail and that is simply not ised. Of course ultimately that will be a billing payment option. true. Most global carrier billing compaconsumer decision. However, it is clear nies make most of their money today that the technology is not providing All too often we also ignore the consumfrom the developed markets like North compelling reasons to accelerate more

16 TELEMEDIA ISSUE 34

PAYMENTS

hurdles if carrier billing is ever going to make it to the next level and take its full share of mobile payments volume.

In particular, the high prices currently charged by mobile operators for providing carrier billing services has kept many digital good and services companies away. That needs to change. The carrier’s desire is that their subscribers get value, but that can be difficult without their support required to lower their share of the transaction.

As carriers struggle to maintain revenue, and realize they are missing out on a big opportunity in digital goods, they are beginning to compromise on their rates in hopes that they will see a higher volume of carrier billing sales.

er side of the equation in our marketing efforts. We enable consumers to pay with simplicity, with no lengthy errorprone data entry required.

Equally we don’t very often vocalize the MNO perspective where revenue leakage versus traditional legacy payment methods is dramatically reduced through real-time fund checks and reservations.

Enhanced payment guarantee and refund capabilities are major features of direct billing, which reduces customer service and ensures accurate accounting and settlement.

This is in no way to discount the huge opportunity in the emerging markets that is substantial, especially in the highly populous countries. So far credit card companies are not willing or ready to move into many of these low-income markets and that opens the doors for carriers to take a big slice of the payment pie for digital goods and services.

So if we can align the consumer and the digital merchant or service provider, the only stakeholder left to align or perhaps realign is the mobile carrier. Outside of specific countries and carriers such as South Korea that have fully supported direct billing, the majority of the carriers in our western world are not as enthusiastic. We still see low transaction caps and high carrier revenue shares which make it difficult to excite many conventional businesses that market digital goods and services to adopt the payment method.

In fairness to the carriers, while the concept of adding charges to one’s mobile bill hasn’t changed, carrier billing technology has made some giant leaps.

Direct connections with the carriers SDKs now offers a smooth, frictionless way of paying and cross carrier payment processes and price points are getting less cumbersome as they are collaborating on common ground to make the industry more attractive and consistent.

Still of course, there are some major

Industry heavyweights predict that when people adopt carrier billing as a method for purchasing physical goods via ecommerce sites and apps. Only then will we truly have a sector of significance. If this were to happen, as it has in some countries, the carrier billing opportunity would be truly massive.

Recent reports in the USA by MobiThinking suggest that 25% of internet users are mobile only users and 91% of US citizens have their mobile device within easy reach, according to Morgan Stanley.

This means that payments are increasingly being initiated through the mobile channel.

In Europe, a survey in the UK and Germany by Opinium indicated that 29% of respondents preferred carrier direct billing as the payment method of choice, while 18% preferred credit cards and 10% debit cards. This data points to the fact that merchants and service providers must consider direct billing as a key part of any monetization strategy.

So we have the momentum but it will take a concerted and collective effort to reap the benefits of direct carrier (operator) billing, with such an effort the outlook is extremely bright, the opportunity truly enormous and we can together enjoy new sustainable revenue streams. J

ISSUE 34 TELEMEDIA 17

PAYMENTS

Transaction stations We’ve turned our phones into cameras, music players and clocks. Will we ever turn them into wallets? A huge number of companies are betting we will, as Tim Green explains Here’s the good news for anyone working in the mobile payments space: it’s already massive. And here’s the bad news: mobile payments are a joke. A mere rounding error in the context of worldwide consumer spending. So what gives? Why the apparent paradox?

Well, it’s all to do with how you define mobile payments. If you look at the sector as part of e-commerce, then clearly it’s flying. According to IMRG Capgemini, 46% of visits to e-retail websites now come via phone or tablet. This translates into 32% of all UK online sales – an increase of 18% from Q3 2013. IMRG Capgemini estimates shopping from mobile devices hit £3bn in December 2013 alone. Scale those figures up to global levels and you’ll have a $117bn market by 2017, says online payment processor WorldPay.

18 TELEMEDIA ISSUE 34

So clearly mobile online commerce is already here – although it does have its issues. Of which more shortly… But what about using the mobile to pay in-store?

Well, that’s another story. The fact is, offline mobile payments have so far failed to make any significant impact anywhere in the developed world. Here is some data: Javelin Strategy & Research said US retail grossed $3.98 trillion in 2012. Within that, mobile contributed $398 million. 0.01% – a risible amount.

But, despite that, the feeling persists that mobile has the power to reinvent retail. It can transform the in-store environment, and provide a link between online searches and high street transactions. It’s just a question of how. And there is no shortage of firms trying to find the answer – from giants like Google and PayPal to startups

like Droplet, YoYo and dozens more.

But first, let’s look more closely at what’s happening in the online space. It’s easier.

As we’ve established, this market is already mature. And what’s more, it’s actually changing shopping habits. According to Tradedoubler, 51% of mobile and tablet owners now shop between 5pm and midnight. So the issue here is not of persuading people to use mobile to shop, it’s about making it easier.

At present, payments forms take too long to fill. Abandoned payments run as high as 97% on mobile. Amazon says orders fall by one percent for every 100 millisecond increase in load times; the cost of these lost transactions is huge.

One way to solve this is to configure payment forms for mobile screens. That means making checkouts that display only the fields necessary and autofill where possible. Firms like Braintree, Judo, ZooZ and Stripe all do this – and use APIs that can be added in a few minutes to any site or app.

Even better, these services remember users so that, after the first payment, they offer a one-click option to returning shoppers.

Of course, the major credit card firms recognise the shortcomings of mobile

PAYMENTS

Paddle, Ensygnia, Znap, Zapp and Powa.

The issue they all face is winning over merchants. And here, it really seems to be a question of cash and profile. The latter, Powa, is certainly well-positioned in this respect. It has raised $96m and, at a launch event in March, declared over 200 brands had committed.

checkouts too. Both Visa and MasterCard have launched online wallets that let users register once and then pay with a PIN (like PayPal) when they see the V.me or MasterPass symbol. Both wallets have launched in Europe, though progress has been slow.

Other companies are approaching the problem in a different way by trying to bypass the payment form completely.

Many use QR codes. Here, a user downloads an app and assigns card details and delivery address to it. Then, when they see the app icon and barcode on a checkout, they can just scan and pay. This not only speeds up the process but also avoids the perceived fraud risk of entering card details into a merchant’s site.

Start-ups competing in this space include

Another interesting means to improving payment conversion online is to use the phone camera to capture card details. In other words, photograph the card and then let the app turn the picture into numbers and fill out the form automatically. Huge firms like Fiserv and startups like Jumio are trying to establish the process having had great success using the tech to help Americans pay in cheques this way.

Such firms are focused on improving online conversion because, as stated, this is where mobile consumers are already shopping.

But they’d like to migrate their innovations ‘offline’ too, where a bigger pot of gold awaits. Zapp, for example, will launch its system this autumn on mobile sites, but has already demonstrated how its systems can use QR codes or even BlueTooth to support in-store transactions too.

What’s different about Zapp is that it doesn’t have its own product. Instead, it wants to trigger mobile payments via the banking app. So, when a user clicks on the Zapp logo, the action opens his or her banking app and displays various account

Who’s doing what in mobile payments?

A quick guide to some of the UK players jostling for position…

QR Code online payments Paddle, Ensygnia, Zapp, Pingit QR code ‘offline’ payments Powa, Znap, Zapp, Pingit, PayPal, Starbucks, CloudZync, YoYo Cloud-based Droplet, PayPal Bluetooth Beacons Weve/EAT trial, Mubaloo NFC Vodafone SmartPass, EE Quick Tap Remote card capture Jumio ‘mPOS’ mobile card readers iZettle, Payleven, SumUp, WorldPay, PayPal, Swiff, JUSP, Handpoint

options and balances.

Zapp is an independent offshoot of the UK fast payments body Vocalink, and as such it’s very high profile. As of March it had five bank partners, of which Barclays and RBS were still absent.

But it has some big rivals in the offline world. The aforementioned Powa looks set to spend some of its VC money to make a big noise this summer, and the firm has been careful to demonstrate that its tech is not limited to pay-by-barcode, but can also be triggered by Shazam-style audio recognition, so shoppers could conceivably buy from the radio, YouTube or even a live concert.

What are the options?

This raises the question of which transmission tech is best for enabling a frictionfree offline mobile payment. Here are the likely options:

QR codes

Some systems use a QR code published on a product, which is scanned by the user.

Others generate a code on the phone, which is scanned by the retailers. Either way, barcodes are virtually free to produce

ISSUE 34 TELEMEDIA 19

PAYMENTS

and are almost universally recognised.

And it’s possible to argue that the world’s most successful in-store m-payment system uses them. This is the Starbucks wallet, which processes 5m transactions a week in US branches.

But QR codes are also ugly. And the act of firing up an app and scanning is not that quick.

NFC

In the first flush of mobile payments excitement, the talk was all about NFC contactless payments. Today, there are dozens of trials embedding NFC wallets into NFCenabled phones. In fact, at January 2014, Visa had 62 live or scheduled mobile contactless launches across Europe.

But today, barely anyone uses contactless cards let alone phone, thanks to low rates of merchant acceptance and poor consumer awareness. Then there’s the iOS issue. iPhones don’t support NFC, and probably never will.

BLE

The new version of BlueTooth, BLE, increases the range of transmission to 50 metres. When used in combination with Beacon transmitters, it raises the possibility of sending messages and taking payments from mobile users anywhere in store.

Apple is a keen supporter and is experimenting with the idea in its US stores, while US firms like Shopkick are helping retailers such as Safeway and Macys run trials.

Another interesting left-field idea is ‘pay with your face’, which is being tried by Square in the US and PayPal in the UK. In the UK, the tech is very much in its infancy, although one shopping centre, The Here, the user buys something from their app, which is registered by the merchant Swan Centre in Eastleigh, has gone live who has their profile picture on screen. with a BLE service.

When the shopper presents him or herself to the assistant, their pic is verified and Something else the payment approved.

Many believe that asking users to do something like scan or tap with their Really, the latter solution is more about phones is pointless. They contend that verification than payment. But then, if people’s money is moving to the cloud, all transactions become a question of accurate authentication.

Ultimately, what all of these innovators have to do is solve a genuine problem.

How to make mobile faster and more fun than cash or cards? That’s the big one.

Ultimately, what all of these innovators have to do is solve a genuine problem.

How to make mobile faster and more fun than cash or cards? That’s the big one.

The hurdles are colossal. But so is the prize. J in an age of cloud-based services, we shouldn’t need to do anything.

Birmingham-based startup UK-based Droplet lets users load funds to its app and then make payments to any participating retailer. The app is locationenabled so when they are in store, it will automatically display the retailer’s menu.

The user then enters the amount and pays the selected retailer instantly.

Critically, Droplet is entirely free for users

20 TELEMEDIA ISSUE 34

This may be at the heart of any move by Apple to move into the mobile payment space. It seems unlikely that Apple would start processing payments itself (with all the regulation and customer care grief that entails), but it may well give mobile wallet makers access to its fingerprint tech or iTunes passwords.

Suppliers also have to create services that take account of battery life, and concerns about security and surveillance. They also need beautiful mobile-centric design. And persuade merchants to buy in.

Stat attack

* 51 per cent of mobile and tablet owners shop between 5pm and midnight. * 73 per cent of shoppers will abandon purchases if they have to wait longer than five minutes. * 46 per cent of visits to e-retail websites now come via phone or tablet. * Visa has 62 live or scheduled mobile contactless launches across Europe. * Mobile contributed 0.01 per cent of US retail payments in 2012.

and merchants. All transactions are made from within the stored value account and transferred immediately.

GAMING

Win, win, win Mobile is taking the m-gambling world by storm, offering access to a variety of platforms both on the move and, with tablets, as a replacement to the increasingly arcane PC. And with this shift comes the opportunity to get telemedia billing out there in front of millions of punters. Paul Skeldon explains Anyone who has watched the mobile gambling space – or even just had a passing interest in the mobile industry – will have long predicted that mobile platforms were going to take a huge slice of the gaming pie. And it seems that 2013 has been the tipping point

– both in Europe and the US. In fact it could well be the catalyst for some significant changes in US gambling law.

pointing to it being hugely lucrative and generally marvellous.

The most conservative – and frankly probably the most reliable – come from PocketWinnings. According to its industry insights, mobile revenue currently make up 15% of the total gambling industry, but are expected to increase to 17% within a few years – a huge 19% growth rate for the entire mobile gambling industry.

So what state is the mobile gambling business in right now? Well, brace yourselves, there are many stats – all of them According to Pocket, the biggest and

ISSUE 34 TELEMEDIA 21

GAMING

fastest growing area of the industry, is the UK betting market. Paddy Power reported that 51% of its sportsbook turnover was from mobile, up from 22% per cent in 2011 and it has boomed since then.

Looking ahead, both Juniper Research and Hamburg-based secondary research organisation yStats.com both see a huge slice of gambling action coming through mobile both right now and even more so in the future.

The mobile customer has the option to purchase on the go, meaning the more impulsive the payment process allows them to be, the better

According to yStats.com, mobile gambling is expected to grow at doubledigit rates and to reach over 40% of the total online gambling market by 2018, as the number of mobile gambling users increases by 100 million.

Europe has been a leader in adopting regulation for online gambling, but as the activity spreads yStats.com notes

Making it social

Does playing at mobile casinos increase your social life? Well we think it does in several ways. Lets look at mobile bingo, there are around 1.5million players in the UK alone and the two top mobile bingo brands have chat rooms. Players can interact with each other on their mobile handsets regardless where they are and discuss games, wins, competitions and other chit chat.

Engaging in mobile chit chat, and sharing your wins, opinions and so on with your bingo buddy’s helps you to stay in touch, albeit at home or on the go.

This is a good example of mobile gambling being a good social interactive pass time.

Recent studies have found that mobile gaming actually connects people and can actually strengthen social interactions. You could argue mobile gaming is similar to social networks like Facebook where people meet and make new friends. Mobile gambling does actually help people connect and share a common interest which it seems is good for their general health and social wellbeing. There is also evidence that gambling can be good for stress relief, such as playing your favourite slots or a spin on the roulette wheel.

In today’s economic landscape we don’t suggest that you spend a fortune playing mobile casino games. Social interaction and a little stress relief is needed for all of us and playing the occasional casino game on our mobiles is just the ticket.

At the time of writing this article we are to date the only mobile gaming portal site that has been awarded the prestigious (Trusted Gaming Portal Award).

This award tells our visitors we only suggest those brands that we know are safe and secure. Our brand name is respected by the mobile gaming industry and the internet community alike, which acknowledges us as an expert source of information.

22 TELEMEDIA ISSUE 34

that new measures are being enacted.

Laptop and desktop computers are still the leading devices used for online gambling, but the use of smartphones and tablets is increasing.

Juniper, meanwhile, predicts a sixfold increase on the $10billion globally wagered on mobile between now and 2018 – hitting a whopping $62billion by then.

Globally operators have been spurred to develop mobile casino solutions following the success of free-to-play casinostyle games, which, although they do not serve as direct competition for realmoney sites, have shown how immersive games such as slots and poker can be on mobile devices, believes Juniper report author Siân Rowlands.

Lotteries were also found to be keen to expand into the mobile market according Rowlands, who goes on to claim that “lack of competition in the lottery space has meant that there has been little incentive to innovate. Realistically, only if retail outlet ticket sales slump will providers be incentivised to push distribution through online and mobile channels”.

Currently apps like Big Fish Casino, Poker by Zynga and Slotomania are amongst the highest grossing games on Apple’s App Store.

But what opportunities does this throw up for telemedia companies? The natural fit here between the m-gaming sector and telemedia is in payments and billing. Payforit is already garnering a lot of interest among gambling providers, but there is also the possibility to use PSMS and other premium products to add stakes.

Many of the leading payment providers in the industry such as ImpulsePay and txtNation are gearing up to target the m-gambling sector as they both see that it is clearly a space where these new billing products can really off rapid payments and enjoyment in gaming.

GAMING

“When acquiring new customers via mobile, a smooth payment process can be the key difference between a sale and a drop-off,” explains Michael Greenberg, txtNation’s NBDO for iGaming.

“The mobile customer has the option to purchase on the go, meaning the more impulsive the payment process allows them to be, the better.”

Greenburg believes that this is why Payforit is ideal for the burgeoning mgaming business. “Payforit offers a fast, seamless payment process in the UK, like no other option,” he says. “As a brand, it is becoming more and more trusted as it becomes more and more known, so customers can feel safe.”

As witnessed by recent research by Oxygen8, ‘Single-Click’ payments are the optimum solution for use on the mobile web, increasing conversion rates even more. Using MSISDN forwarding, the user’s mobile number is detected, eliminating the need to enter any information. They simply press the button and pay, being charged to their contract or pre-paid credit. This is the true power of mobile carrier billing, believe many in the industry.

“We recently announced that growing trend in both customers and clients have moved us to focus on optimising our mobile billing solutions for use on the mobile web,” concludes Greenberg.

“Smartphone penetration rates have grown a lot in recent years, all over the world and businesses are finding that their customers are accessing their online services on their handsets a lot more than they used to.” J

Why Payforit is perfect for m-gaming Here are some of the key points from txtNation’s recent white paper on Payforit for m-gaming showing how telemedia billing is idea for that gaming sector Mobile versions of service often demand players still administer certain parts of their account through the desktop. This means that things such as depositing more cash to play needs to be completed away from the mobile device.

This creates a barrier and disrupts continued play, reducing potential revenues.

Registration and deposit making in the initial instance with new member acquisition is also made difficult if requesting for a player to register and make a deposit using credit card on their mobile. New member acquisition is going to be more immediate and impulsive on the mobile, however this is not supported by then trying to use traditional registration flows to complete the opt-in.

Payforit 4 is the official ‘pay by mobile’ solution designed by the mobile network operators in the UK. Online Gambling and Casino Operators can enable mobile payments on their web and mobile web services by implementing the Payforit 4 payment screens to their existing registration opt-in page.

With more players wishing to access their gaming accounts and play through the mobile there is an demand for an easier, more natural, native mobile deposit payment flow to help create a more seamless play experience. Payforit 4 enables a very quick, 2-step payment process with the player accepting the charge on their mobile network account.

With credit card, once you have requested for a player to input their name, card number, expiry, CSV, and email address can be up to 120 clicks That just doesn’t work on a mobile device.

The contents of payment pages are the same for all gambling and casino operators, presenting customers with the same payment screen wherever the play.

By adopting this approach, the Payforit scheme provides UK consumers with an unprecedented level of consistency, transparency and security. This delivers a trust in mobile payments which ultimately also helps convert payments.

When a user accesses a mobile web page whilst on their mobile network then Payforit simply identifies their mobile number for them and they click ‘Buy now’ to complete the signup. If they are on WIFI then they are asked to enter their mobile number first and then click ‘Buy now’. txtNation statstics show that in countries where direct mobile billing is available, conversion rates rise to 85%. This data surpasses every other available payment option – especially credit cards, where the conversion rates can be as low as 7%.

Imagine a payment base consisting of even as little as 20,000 online players with such low conversion rates. It spells out a painful truth about conversions that’s unacceptable to any business.

Simple usage makes direct billing conversion rates so high. This way, players don’t need to fill in any additional forms or leave additional personal data that can discourage them from completing the payment.

So what does it cost? Using Payforit, direct billing conversion rates have been seen to rise to 85%. With credit cards, conversion rates are as little as 7%.

And Payforit transaction fees are as low as 10%, compared to credit card fees around 3 to 4%.

ISSUE 34 TELEMEDIA 23

SUMMITS IN THE AIR

The power of two Two of the biggest topics in mobile right now are payments and gambling – and the two things are inextricably linked. Gambling firms need to offer as many and as convenient of ways to pay to play, while mobile payments delivered via the phone bill are the obvious way to fulfill these two central demands.

And so, we are bringing together in one location the long-running and highly successful mGaming Summit and the inaugural mPayments Summit so that key industry knowledge leaders from both sides can learn from each other and hopefully make contact and thrash out new designs for gaming services and payment services.

So what do these two Telemedia Power Summits have to offer?

SPONSORS We Know Sports

PARTNERS 24 TELEMEDIA ISSUE 34

SUMMITS IN THE AIR

15TH MAY 2014 Dexter House, The Royal Mint London EC3N 4QN www.msummits.com GAMING

Hitting a moving target

Turnover through mobile already accounts for well over 40% of the leading online betting company’s business – and it’s surely set to continue growing. As smartphones become ever more powerful – companies with the best mobile strategies will gain the biggest share.

Mobile is now an essential platform for today’s progressive high value “CONNECTED” gambling sector.

Research also suggests that mobile also attracts new, younger more sports-minded customers, whilst still driving higher yields from existing customers. Turnover through mobile already accounts for over 40% of the leading online betting company’s business – and it’ll surely grow as smartphones become ever more powerful.

The channel isn’t just about smartphones either – now revolving around four screens; mobile, tablet, laptop with TV catching up gradually.

Combined with the vast array of new payment mechanisms, direct marketing and CRM tools; companies with robust mobile strategies will gain the biggest markets share. So it’s clear that mobile now has to be a key strategic direction that needs to be proactively developed by all igaming operators. mGaming Summit provides the very best business networking environment to help develop solid revenues through the full range of mobile gambling solutions.

PAYMENTS Top billing

The latest Global Mobile Payment Index from Adyen, a global provider of international and multichannel payment solutions, shows that mobile payments accounted for almost 20% of all transactions worldwide in December – growth of 55% in a year, up from 12.6% the previous December.

Already worth billions and growing exponentially, mPayments represent an undeniably lucrative opportunity. Mobile users and businesses are now faced with hundreds of different billing and payment options - all purporting to seamlessly enhance the exchange of money in new and innovative ways!

In the battle to win over consumers – who are often perfectly happy with cash and credit, too many payment service providers (PSPs) try to completely “revolutionize the industry”, whilst others pursue minor innovations that have little impact or at best, become minor features in a full-fledged product. So whether it’s mobile wallets from giants like PayPal, Google or Apple, operator billing solutions such as PayForIt and PSMS or one of the many “purpose-built” apps, gadgets and websites – it’s certainly a crowded marketplace where not everyone is going to succeed. mPayments Summit provides the very best business networking environment for PSPs to fully understand the complexity of the market, tackle the challenges, identify the most lucrative verticals and develop the right long term commercial strategies This year mPayment Summit runs alongside mGaming Summit – focusing on how mobile Payment Service Providers can provide the right billing products to the right merchants in the right vertical sectors, and then how to successfully run “compliant” services that genuinely satisfy consumer demand and client expectation.

ISSUE 34 TELEMEDIA 25

SUMMITS IN THE AIR

mPayments Summit Preview 09.00 – 09.10 Chairman’s Introduction

digital payments services up and running and assess what they do and why it works.

09:10 – 10:00 Featuring case studies from: The payments eco-system – Charity and where your opportunity Speaker TBC, OpenMarket will lies discuss how the charity sector We open by taking a look has led the way in m-payments at the complex world and what lessons can be learned m-payments ecosystem and Retail assess where the opportunity Speaker TBC, EE will discuss how lie today and tomorrow for its Connected Retail strategy has telemedia mobile payments in been implemented at Asda vertical markets.

Gaming Sharan Rattan, Three Ian Woodgate, business Simon Wingrove, EE Development director, txtNation Jeremy Stafford-Smith, Vodafone explains how carrier billing and Rory Maguire, CEO, AIME Payforit can aid gaming and Speakter TBC, PhonePay Plus gambling Media 10:05 – 10:40 Speaker TBC Merchant Conversion Social Step one of upping the use Speaker TBC of digital payments tech is to whet the appetite of the right 13.00 – 14.30 merchants and verticals. We LUNCH AND NETWORKING take a look at how to: • Find the merchants and verticals 14:30 – 15:00 to exploit • Get merchants to Focus on m-Gambling use your services • Working With the m-gambling summit with potential and sign-up running alongside the merchants on data sharing mPayments Summit, we take data • Work out who owns the a look at the specific demands customer… of this sector, which is ripe PRESENTATION for using digital payments for How outpayments can seal the quick gratification. Come and deal hear from leading m-gambling Chris Newell, CEO, ImpulsePay providers about: FURTHER PRESENTERS tbc • What they need from payments 10.40 – 11.30 • The specific challenges of COFFEE & NETWORKING their sector • The rules and regulations of 11:30 – 13:00 the gaming sector as they Leading by example pertain to payments So who is doing a great job with vertical markets and 15:05 – 15:45 what are the secrets of their Gaining consumer trust success?

On-bill payments have had We line up a range of key more than their fair share of players who already have bad publicity. They are also

26 TELEMEDIA ISSUE 34

something of a new concept to many consumers. Here we look at some of the key sticking points and how to address them, including: • Security • Data handling • Data security • Branding and marketing these services – including a look at the impact of bad affiliate marketing • What and the relevant rules and regulations you need to be aware of • What is the best way to meet these • The views of PPP, Ofcom, FSA and more that can help shape what you do PRESENTATION What are the rules and regulations Outlining its research into consumer trust and what the rules are around m-payments in all sectors, industry regulator PhonepayPlus sets the scene Speaker TBC, PhonepayPlus PRESENTATION Auditing PSMS and Direct Billing 94% of PSMS billed services are pretty robust, but work goes on to make it even better. We take a look at research into 2500 UK PSMS services and how they perform Jeremy Flynn, Empello

both, including: • Handling complaints • Handling bill shock • Strategies for mitigating refunds and charge backs • Managing data around consumers and clients alike PANEL featuring Chris Newell, CEO, ImpulsePay Sharan Rattan, Three Simon Wingrove, EE Rory Maguire, CEO, AIME 16.45 – 17:30 Other payment sector tech – friend or foe?

Mobile payments is one of the hottest topics in mobile and it is a hot and crowded space. We start to wrap up the summit with a look at what kinds of technology and services your digital on-bill payments are up against and where they are likely to be winners and losers.

Including overviews of: • Zapp • Paym • Znap • PayPal • Apple • Google Wallet • Third party payment tools

17: 30 – 18:00 Future Opportunities With such a crowded and complex market – and one that is attracting such a lot of investment heat – you have to box-clever to really develop a future proof strategy for your 15.45 – 16.15 payment tools. So where is the TEA & NETWORKING market going and what can you do to stop its boil-over 16:15 – 16:45 burning your spuds? We hear Customer service from investment experts and Running digital payment leading mobile strategists. services for any vertical market PANEL sector requires a ever more Ian Woodgate, business careful handling of consumers development director, txtNation and of clients. We address Rory Maguire, CEO, AIME some of the key issues with Chris Newell, ImpulsePay delivering customer service to Speaker TBC, Phonepay Plus

SUMMITS IN THE AIR

mGaming Summit Preview 09.00 – 09.10 Chairman’s introduction

11.30 – 12.15 Mobile First: A case study from LeoVegas 09.10 – 09.40 This is a Case Study on mGaming Overview LeoVegas; who used a mobile Snapshots, Trends, Predictions first strategy to successfully and the Numbers gain market share in an This session will look at the overly crowded and highly current state of the mobile competitive online gambling betting and gaming industry market despite being a late and will extrapolate current market entrant to iGaming. trends into future revenue Johan Stryen - CEO, Leo Vegas and growth. This session will help identify and quantify 12.15 – 13.00 tomorrow’s opportunities and Mobile and Social: The growth draw a picture of the future of of Social Gaming on Mobile mobile. he future of Casino-Style Aideen Shortt - Gambling Social Games is in the palm Consultant of your hand.This session addresses the dominance 09.40 – 10.40 of mobile play in the social Innovating in mobile gaming casino-gaming space and Mobile is now a standard, looks at the trend of social not an innovation; but that games on the go and its doesn’t mean that there implications for operators and can’t be radical innovation in suppliers. mobile gaming. This session, The mobile payments chaired by Charles Cohen, landscape is rapidly changing will look at three new and in response to a new and disruptive innovations in unpresidented flush of motivation that may turn the mCommerce. This panel industry on its head. will ask some the leaders Charles Cohen - CEO, in mPayments what are the Probability hurdles today and what they Ohad Narkis, Managing Director have planned for the future of B2C & Managed Services, mCommerce. Additionally, this Williams Interactive panel will discuss the unique Andrew Hughes, CEO, Abzorba issues surrounding iGaming Games payments, will explore Alex Czajkowski, eGaming and new alternative payment eCommerce Marketing Director, mechanisms including Bitcoin Agencylex and will explore Pay By Leigh Nissim, Commerical Mobile billing.

Director, IGT 13.00 – 14.30 10.40 – 11.30 LUNCH & NETWORKING COFFEE & NETWORKING

14.30 – 15.00 Mobile Payments: The groundwork being laid for your future The mobile payments landscape is rapidly changing in response to a new and unpresidented flush of mCommerce. This panel will ask some the leaders in mPayments what are the hurdles today and what they have planned for the future of mCommerce. Additionally, this panel will discuss the unique issues surrounding iGaming payments, will explore new alternative payment mechanisms including Bitcoin and will explore Pay By Mobile billing.

Rob Fernandes Product Director, Paypoint Joel Leonoff - CEO, Optimal Mark Bell, Business Development, EMEA, Worldpay Jon Prideuax, Chief Business Officer,Boku’s 15.00 – 15.45 Speaker title to be confirmed Dorothy Creaven, Element Software & Element Wave

qualified traffic, but will improve loyalty and brand awareness. On the flip side, when done wrong results will be disastrous Join Tom Ben who will help you get your Cross-Promotion strategy right.

Tom Ben – CEO & Founder, Maudau 16.45 – 17.30 Mobile Game Design, Implementation and RETHINKING EVERYTHING! Successful mobile game design is about forgetting what you think you know, and starting fresh from concept through to publication.

Hear from some of the best mobile game designers in the business about what makes good mobile content, what make good usability and what everyone is doing wrong!

Learn the practicle differences between designing for tablet and designing for smartphone, and walk away ready to make some dramatic changes in your business.

Shiaz Miraz, Chief Technical Officer, Gtech Rory shanahan, Head of Marketing, Williams Interactive 16.15 – 16.45 Vince Marti, CEO & Founder, Mobile Cross-Promotion Done Akamon Right Paul McNea, CEO, Betfuze Cross-promotion can be the most effective traffic source for mobile gamers. When done correctly Cross-Promotion creates a win-win situation that will not only bring you 15.45 – 16.15 TEA & NETWORKING

Please note: This is a guide to what is taking place and should not be used as a show guide as timings will change between going to print and the event taking place

ISSUE 34 TELEMEDIA 27

TELECOMS

One click wonder Once the most obvious way that online advertising was going to work, click to call adverts have since been written off as a dumb idea – and have been usurped by instant messaging. But, with more consumers than ever search brands and seeing adverts on smartphones, the need to add click to call is starting to make a clear business case.

Paul Skeldon reports Adding voice calling to the web was, for a while back in the early 2000s, flavour of the month. But with more people using instant messaging, text, email and OTT messaging services from their handsets, the idea of actually talking to someone fell out of favour.

But the rise of the smartphone – especially as a means of browsing and shopping – has seen a strange phenomenon occur: consumers actually wanting to talk to brands and retailers. And not letting them is potentially costing companies dear.

In fact research from Google reveals that 94% of UK smartphone users have, at some point, needed to call a business directly when searching for information on a smartphone. Of the 1,500 respondents surveyed, just under one third (32%) regularly need to call a business when searching for services or products on their smartphone.

The research, which was commissioned to understand the

28 TELEMEDIA ISSUE 34

TELECOMS

use of the click-to-call option in mobile search, found that almost half of those surveyed (42%) had used this function, with the need to talk to a real person stated as the main motivation. Wanting answers more quickly and needing more information than a website could provide were the other main reasons provided for using click-to-call. The average click-to-call conversation is six minutes, suggesting the option can lead to high level of engagement for companies.

(63%), automotive (42%) and tech (38%) businesses. Travel (36%) and hospitality (27%) followed.

strong in terms of upper-funnel, brandoriented goals; engagement, awareness and capturing events and moments …

Direct response is thinking about the lower-funnel conversion-oriented goals.”

Google isn’t alone in seeing this trend and acting on it. Twitter too is trialling click to call advertising as it scrabbles to The offering is a reflection of Twitter’s generate some value following its IPO fast-maturing advertising platform. For last year. the feature to work well, Twitter’s ability to target specific users is crucial. Twitter The new ad type is being offered to has invested time and money to make certain brands – as yet unnamed – as its targeting options more sophisticated. part of a trial in the US and will disAdvertisers can now target users based play a large button alongside the ad on postal code, for example.

Click-to-call is seen as most important or sponsored tweet. The user will then for mobile searchers in the purchase be able to quickly call the advertiser The click-to-call feature makes use phase. 48% find it extremely important with one click. This would be an attracof Twitter’s lead generation card, an to be able to call the business when tive option for a variety of advertisers expandable tweet product it launched in they are about to make a purchase and including local businesses looking for May that allows advertisers to use rich 36% need it when researching an item bookings, events or reservations, or for media such as photos. The card, which or service. lead generation. Mix this with some of can be prepopulated with the user’s the other targeting options that Twitname, Twitter handle and email address, The findings also suggest that busiter offers – such as tailored lists – and comes with a button that encourages nesses that do not offer the option risk advertisers can try to spur phone calls users to join its mailing list. damaging their brand image and could lose customers. 36% of mobile searchers from a current user base or target a specific user set that hasn’t yet interacted With click-to-call, advertisers can pre-fill indicated they would be more likely to the card with their phone number so explore other brands if click-to-call was with the brand. that users can, instead of clicking to join not offered. 32% would feel frustrated Twitter’s VP of global online sales, Rich- a mailing list, click to call the business or annoyed and 30% would be disapard Alfonsi, ‘explained’ it thus to US me- directly from Twitter. J pointed in the brand. dia outlet Digiday: “We’ve always been The business value is further highlighted through previous Google Adwords research, which found that the service increases average ad click-through rate While Google and Twitter have their own solutions for building click to call by 8%. into their ads – and they both are not offering any sort of PRS service, the move to make voice calling an integral part of smartphone advertising throws Ian Carrington, Director of Performance up some interesting opportunities.

Solutions and Innovation at Google, Google’s click to call offering is merely an option that brands can add to their explains: “Globally, we know that 40 milGoogle ad – simply switching it on and adding the phone number they want lion calls are driven by Google Ads each calls to go to (and times when they want the call button to appear – no point month so it’s fair to say that click-to-call offering it if everyone has gone home). is a clear sales driver. Moreover, for busiBut with this out in the market and generating results and familiarity, we are nesses that haven’t yet built a responsoon going to see it become standard on many mobile ads and mobile websive or mobile site, click-to-call is a sites. And herein lies the opportunity for the telemedia sector. Offering the great way to ensure consumers can still ability to have Freephone numbers or multiple numbers for different camreach your business easily, showing that paigns will open up a whole new world for providers. While it won’t be the mobile advertising doesn’t just have to glory days of premium rate numbers, there will be many businesses willing to be for the mobile-ready.” pay to have calls carried and even handled that are free to the consumer.

There are of course myriad companies out there offering click to call services, The research also compared behavbut for larger brands looking to add this to websites, adverts and other mobile iours across different verticals. It found presences we could well see a small return of the glory days of third party call that consumers use click-to-call across centres and service centres, number ranges and so on. There is everything to different sectors but are most likely to play for: why should Google get all the glory? need the capability for local services

What’s in it for telemedia?

ISSUE 34 TELEMEDIA 29

TELECOMS

Grab your custom With consumers actively wanting to talk to businesses they come across on the web when on their smartphones, Triton Global’s Vice President of Sales and Marketing Martin Grace contends that voice service providers are well positioned to fill a market niche by enabling Smartphone users to quickly connect with businesses Voice services, once somewhat the Cinderella of mobile marketing is making an explosive comeback. Fuelled by mobile searches and enabled largely by the exponential adoption rates of Smartphones, inbound phone calls to contact centres are booming. Savvy marketers have long recognized the value created when consumers are connected in real time to a business. Telephone calls continue to be rated the number 1 most valuable lead source. Talking to a potential customer has significantly higher conversion rates generally 10 to 15 times greater than clicks.

Desktop searches are quickly reaching a plateau and research suggests that they will continue to decline as consumer switch to Smartphone searches. It is estimated that 61% of mobile searches result in a phone call. Therefore the availability of click-to-call technology is paramount to allow consumers to connect to businesses conveniently and initiate the purchase phase of the shopping process.

30 TELEMEDIA ISSUE 34

This simple but vital tool grabs the customer while they are hot enabling them to get the answer they need, talk to a real person, get the most accurate information, or ensure they get whatever they need as quickly as possible. With 47% of mobile searchers abandoning if a brand does not have a phone number attached to its search results, embracing such technology makes strong business sense. When you also examine the benefits of talking rather than typing and consider the ability to immediately engage mobile consumers, click-to-talk clearly emerges as a winner for mobile marketing.

screened callers to agents who have initiated the communication based on the call to action of the campaign.

This affirmative action ensures the brand or company product or service is already of interest to the consumer reThe inbound call channel and click- tosulting in significantly higher conversion talk technology provides brands and ad- rates. Routing phone traffic to an IVR vertisers with a unique engagement tool platform ensures all calls are consistentfor mobile audiences. It provides the ly and accurately reported and analysed opportunity for direct and immediate and extremely valuable data such as call interaction with consumers to optimize dates, calling parties, call duration and any targeted mobile campaign. geographical location are collected and collated. This allows meaningful perThe technology integrates seamlessly formance based data to be captured so into any call centre presenting pre the effectiveness of a given marketing

TELECOMS

mers by their calls the service. Mobile marketers are often not familiar with voice services and since many campaigns are performance driven, they need to accurately measure all calls generated and track the disposition of the calls from inception to completion. Applying unique identifiers to each campaign and using IVR technology to answer and route the calls to the contact centre fills this requirement with consistency and provides an audit trail so marketers can establish performance based criteria such as the call duration for their clients.

Consumers want to talk rather than filling in contact forms for a variety of reasons.

campaign can be established as well as providing a clear audit trail for agreed CPA performance criteria.

Consumers take affirmative action by pressing the call button which indicates a real interest in the campaign content.

So agents are assured of more than a casual interest in the product or service and know that they have a strong sales lead.

With, billions of Smartphone users using their devices to inquire about products and services, click-to-call technology from voice service providers represents the next significant competitive advantage in marketing

The following exhibits show the market secWith smartphones making calls a finger- tors experienctap away, smart companies are seeing ing the most how lucrative the inbound call channel growth and the has become. The inbound call channel is highest converbecoming marketing’s next big competi- sion rates. tive advantage.

With a somewhat declining market in traditional voice services, adopting to new voice applications is a smart move for service providers and an easy new source of recurring revenue. Partnering with marketing agencies that create and manage brand and product campaigns is clearly the best option to market

Did you know that the number of mobile devices exceeded the world’s population in 2012 (Source; Cisco) and that mobile drove one third of paid clicks by the end of 2013? (Source: ClickZ) Voice service providers can now offer marketing agencies an innovative CPA product that inte-

grates seamlessly into call centres to provide a better indication of caller intent. The product evolves traditional Click-to-Call (C2C) and mobile CPA campaigns to a new level and provides a more accurate representation of acquisition through analytics and software integration. J

ISSUE 34 TELEMEDIA 31

Getting better all the time PRS services have steadily become less problematic and less worthy of scorn, but still issues remain – with the wording and customer service aspects of these services. But things are getting better. Paul Skeldon reports

nificant consumer harm. 94% are pretty compliant,” explains Jeremy Flynn, Director of Empello. “A White Card might be a psychic promo missing “for entertainment purposes only”. That’s the rule, but the absence does not cause consumer The PRS industry has, to be fair, had its While Empello put a very positive spin on harm. A Yellow Card might be for a promo ups and downs over the years. It used its findings – majoring on the fact that without a care line number, or a care to be riven by problems, scams and just 6% of the services tested against line number that isn’t answered on one other issues – many of them bordering PhonepayPlus regulations actually warattempt. The consumer might be inconon criminal. Its been a long and rough ranted a red card (or were causing such venienced, but it is surely not significant ride, but it has slowly been knocked into consumer harm that the service needs to harm.” shape by regulators and the industry be taken down on radically overhauled itself starting to get its collective act within 24 hours) – the bulk of these ‘fails’ And this is increasingly becoming an together. were in fact caused by services falling issue for the industry – a shame really short on a range of minor problems. as much has been done to make PRS a Changes in the regulatory process has mainstream success. seen significant strides being made, but And many of those problems were still all is not rosy. A recent and lengthy deemed to be one that centre around New research into customer service in study conducted by compliance manage- poor wording in adverts, not answering the premium rate services industry (PRS) ment company Empello into 2500 PSMS the phone rapidly enough and, interestpublished by PhonepayPlus suggests services in the UK hit the headlines be- ingly, poor customer service. that customer service in the PRS industry cause it demonstrated that 43% of them is ‘suboptimal’ and that getting it right failed in some way to meet compliance “What matters is that only 6% of services is going to help lower service provider with PPP regulations. had problems that could result in sigoverheads.

32 TELEMEDIA ISSUE 34

PRS

The study finds that a quarter of consumers make the bulk of complaints and that they hold the companies who provide the services and the phone provider responsible.

helps ensure that all players follow the same rules and gives the market confidence to develop further and innovate in areas of promotion and new products.”

The study, conducted by Jigsaw research for the regulator found that more than a quarter (26%) of those who contact PhonepayPlus make seven or more contacts about their issue with organisations without resolution. Another 37% have made contact between three and six times.

However, the report is not all negative: there are positives for both the PRS industry and PhonepayPlus to take from this report. Since PhonepayPlus’ 2009 research into the consumer journey, the number of unnecessary complaint journeys have reduced and become somewhat more straightforward.

On average, complainants to PhonepayPlus have been charged £32.14 by the PRS they complain about, while 62% of PhonepayPlus complainants held the company behind the service responsible for their issue, a further 33% consider that their phone provider is responsible.

The Mystery Shopping element of the research and complainants’ interviews

A mystery shopping exercise conducted during the research revealed that many callers have difficulties getting through to the provider of the service and those who contacted their phone network reported that they were not put at ease by that contact.

“In short, this report confirms the PRS industry and PhonepayPlus’ suspicions and anecdotal reports that the customer enquiry and complaint experience is sub-optimal and must improve if consumers are to continue using such services over the longer term,” says Paul Whiteing, outgoing CEO of PPP. “The cost of this repeated customer service is borne as much by businesses in their overheads as by the consumers experiencing bill shock – averaging £32 in the case of complainants to PhonepayPlus. Improving this situation means clear benefits for PRS providers’ balance sheets and reputations.” Largely the industry is behind moves to sort this stuff out and feel that much has already been done. Jonny Brown, MD of SB7, a PRS promoter commented: “A level playing field is important for our mobile business and indeed the whole sector. An industry-wide compliance program, enforced efficiently and fairly,

each rated PhonepayPlus highly for customer support and contact and found examples of good practice amongst the industry’s own customer services. If the industry recognise and digest these findings, they will find solid foundations for customer service improvements.

Rob Weisz, CEO of Fonix, a new payments aggregator commented: ‘It’s important that the industry itself works to ensure that consumers trust premium rate services. The industry has a responsibility to work through the value chain to nip non-compliance in the bud before consumers are harmed and heavy regulatory action is avoided.” J

The cost can be high

While it appears that poor wording and lack of customer service would be yellow or white card offences, not getting the wording right on a service can be a very costly problem – for both the consumer and the company.

For example, PhonepayPlus recently fined Australian based Bongo Operations £70,000 and ordered refunds for its Ask Bongo service, after complaints from parents. Some parents reported bills of hundreds of pounds including one parent who reported that their 11 year old had run up charges of £200.

Users of Ask Bongo text their name, town and a question – that was replied to – to a premium rate shortcode. But some children were unaware the texts cost £2.50 a time because the cost wasn’t made clear. This meant that some children were sending a large number of texts without knowing that they would be charged, leaving their parents to pick up the bill.

Ask Bongo was advertised during reality TV shows and at live music events, some of which were largely attended by children, including One Direction concerts and Capital VIP events. Wrist bands were distributed at the events with the number to text, but the cost of texting was written on the inside of the wristband in small print.

In a recent study, PhonepayPlus found that parents were just as concerned about high phone bills as they were about their children accessing inappropriate content. PhonepayPlus has taken action in a number of cases involving children’s use of digital goods and it has led the debate about the risk of children running up large app bills with the Children as Connected Consumers report.

The regulator advised parents to talk to their children about phone charges and to visit the PhoneBrain website that has information for both parents and children about avoiding shock bills.

Patrick Guthrie, PhonepayPlus’ Director of Strategy & Communications, explains: “This case involved some high charges and in many cases users were children. This highlights the need for providers to be absolutely transparent about the cost of their service and for parents to discuss with their children how to use services without running up high bills. The PhoneBrain website, which we run, gives advice to parents about how to talk about phone charges and has an interactive quiz for children to help them recognise services that will charge them.”

ISSUE 34 TELEMEDIA 33

ADVERTISING

Increasing problems with affiliate advertising issues that have blighted the telemedia and wider online and mobile advertising world is the tip of an iceberg that is threatening to suffocate the digital advertising business as it increasingly erodes consumer trust.

New look, old threat Affiliate marketing has brought the spotlight on problems with online and mobile advertising, but it’s the tip of the iceberg. It is all part of the rise of Malverts – and they are often just a new look gateway to some old favourite scams.

Paul Skeldon reports

Stages of a mobile attack

The rise of so called ‘Malvertising’ has been a growing problem since the inception of online advertising in the late 1990s. Today it has grown to huge proportions and is threatening to overrun this lucrative channel.

But there are two things happening here.

First up is the issue that every one in telemedia is familiar with: rogue affiliate advertising, which misdirects people and leads to all manner of problems (not least who is responsible for the consumer harm, which we shall come to in a bit).

But the other factor in the advertising crunch is malverts. Malvertising, the mobile adverts which leaves mobile

The types of mobile attacks that are common are ones that require users to take action – to change their security settings, download an app or otherwise give control of their device to a third-party. This type of social engineering remains the primary way cybercriminals shape user behavior to make unsafe decisions that compromise their device.

Blue Coat does not see a widespread use of exploit kits or methods which do not require user interaction to infect Android devices with malicious APKs. Users are typically prompted heavily, using social engineering techniques, to disable the “trusted market sources” restriction settings within Android.

We do see a number of malicious apps originating with porn websites that have a mobile component. Many of these sites have a link that allows users to download the app, which in some cases contain malicious SMSbot components buried among the code running the declared APK functions.

We’ve also seen growth in the number of rogue Android antivirus “products” touted through advertising networks or the use of scripting on mobile websites to promote them via popup windows in the mobile browser. The threat relies on the user’s own gullibility to follow fairly complex instructions and make changes to the security profile of their mobile devices that are detrimental to their device.

A tried and true method that has been the bread and butter of mass market malware attacks for years, such as fake antivirus scams, these types of scams are now being successfully adapted to mobile devices. In a recent attack tracked by the Blue Coat Security Lab, a mobile advertisement was the first step in a four-stage (Figure 1) socially-engineered attack: • Stage 1: Mobile advertising from legitimate sounding security alerts suggests the user has a virus and they click <OK> to remove it • Stage 2: An official looking Android warning pops up and prompts the user to agree to removing the virus • Stage 3: This is the classic social engineering fake anti-virus scam used to target PCs for years, in which a ‘scan’ is made and returns information about the purported virus – including about what it has supposedly done (things such as stealing passwords and so on). It then prompts the user to install an App that will prevent this • Stage 4: Once the App has been downloaded it prompts the user to change the third party apps installation setting in <settings> and this opens the way for non-Google approved apps to be secretly installed on the phone without the users knowing.

34 TELEMEDIA ISSUE 34

ADVERTISING

users vulnerable to attacks, has replaced pornography as the biggest threat on mobile devices and this threat has tripled in size from 2013, says Blue Coat security labs, which assesses 850 petabytes of data per year and protects 75 million people worldwide, in its report on mobile security.

Despite a significant increase in the number of mobile devices in use, mobile threats are still defined by the types of socially engineered attacks that simply trick the consumer into accepting what the cybercriminal is selling. The Blue Coat Security Lab has yet to see the types of malware, which fundamentally break the security model of the phone.

The most prolific mobile threats are spam, poisoned links on social networking sites and rogue apps. The social engineering nature of these threats means that user behavior is key in both identifying where attacks might occur (social networking sites, for example) and understanding how attacks may evolve.

Likewise, the various mobile malware Trojans that are capable of data theft are able to operate over either the mobile phone network or any connected Wi-Fi network. When these applications transmit their information over mobile phone networks, they present a large information gap that is difficult to overcome in a corporate environment.

Old favourites

Advice for ad publishers

For enterprises who publish ads on their own websites, the risks of malvertising can threaten both your users and your reputation. Becoming the source of an infection that can infect thousands, or even millions, is not an ideal customer relations strategy.

Businesses who accept direct advertising – that is, you accept ads directly from advertisers – need to have a well-crafted vetting strategy: • Run background checks on creative content and ad agencies using a tool like Google’s Anti-Malvertising Research Engine.

• Follow more “Tips for Publishers” from Google, which will help you vet an organization submitting ads to your site.

• Run a risk evaluation for new advertisers as laid out by the Online Trust Foundation.

Rather than accept ads directly from agencies or advertisers, many companies today run advertisements served by third-party networks. This is a popular solution for outsourcing ad management, but it also transfers the burden of vetting ads to the third-party platform. Consequently, you have less control over the risk of serving infected advertisements.

You can track malvertisement infections to see which ad networks are repeatedly vulnerable. But interpret this data with care. Many ad networks, such as Google’s own, deliver a large variety of advertisements targeted at different markets. Ads delivered to a “risky” market – like, say, gambling websites – may be more prone to be infected than ads delivered to a specialized niche like medical research. It’s not enough to simply identify that a particular ad network has been hit with malvertisements; you should determine whether those are in a niche likely to be served on your site.

While high-profile ad networks like Google Doubleclick and Yahoo Publisher Network are not immune from malvertising, they do have clear incentives to transparently find and stop infections as quickly as possible. Lesser-known ad networks may offer higher click rates but at the risk of potentially offering less well-vetted advertising content.

ity during a natural disaster is the same system being exploited by cybercriminals.

Each SMS text message of $5 or more to a number owned by the cybercriminal is added to your mobile bill.

According to the study, pornography is now seen as a threat by 16.5% of users, compared with 22.16% in 2012. Today, ads are seen as more risky among 19.5% of people, compared with just 5.69% in 2012.

The SMS text messages are often sent without mobile phone users being able to detect it and could run up hundreds of dollars in charges before the users receives their mobile phone bill.

The study also finds that PSMS scams around ads and apps are also causing problems for consumers, especially using Android phones. Premium SMS apps have quickly become the most popular piece of Android malware due to the fact that mobile devices have a banking system built into it. The functionality that allows someone to donate money to a char-

But smartphone users should not forget the threat pornography has as it is still the most potent threat. Although requests for pornography on mobile devices don’t even reach one percent of all requested content, yet it accounts for more than 16 percent of all attacks. In comparison, users are being served far more web adverts (12 percent of request-

ed content), with only a slightly higher (20 percent) rate of infection.

In fact PSMS scams and porn still go hand in hand. Most of these malicious apps have some connection with mobile porn sites. Either the sites have links to download a mobile porn app that is really a malicious SMSbot APK or social engineering techniques on a mobile porn site are used to convince a user to download the malicious app.

As a result of the volume of consumer complaints about premium SMS scam applications, some mobile phone service providers are actively working to thwart these scams by giving phone users the ability to block this type of service entirely. And that can only be bad news all round. J

ISSUE 34 TELEMEDIA 35

MOBILE

Welcome to Mobile 3.0

The mobile ecosystem of ecosystems The global mobile industry today consists of a complex series of dynamic, interrelated ecosystems. It’s becoming an ecosystem of ecosystems. And many of the players in this new world – dubbed Mobile 3.0 – are not mobile companies. So where lie the new opportunities, asks Andrew Bud, MEF Global Chairman Regardless of the focus of your mobile activities, you will have business-critical relationships with other technology providers, marketplaces, developers, brands and consumers. You are part of an ecosystem – a fast and dynamic network for converting innovation into new and exciting services to consumers.

consumer. They worked in partnership with the handset manufacturers who powered so much of the innovation. Premium billing was a powerful nutrient in this first mobile ecosystem. Today, this world survives, but as a business model it is far less potent.

The Mobile 2.0 ecosystem was – and What we are now seeing is a shift to a new remains – dominated by Silicon Valley big era of mobile ecosystems – Mobile 3.0. beasts. Behemoths like Google, Apple and Facebook have brought game-changing The original mobile model – call it products and services to market and Mobile 1.0 - was largely characterised by maintained their dominance at the top of the dominance of mobile operators and the ecosystem. handset vendors. Operators controlled access to anything worth having in mobile, Mobile 3.0 is the next phase in mobile and dominated the relationship with the content and commerce. In it, the mobile

36 TELEMEDIA ISSUE 34

has become the primary tool for engagement and transaction in consumers’ digital lives and in consequence, an integral part of every business model — including those outside the traditional mobile space.

What we are now seeing is businesses and brands from outside the mobile technology space making this change. Progressive corporates and organisations increasingly also realise that there is crucial innovation springing from the world of mobile-savvy start-ups, and that they need it.

Nike, Barclays, TFL, Red Bull and countless others are building their own ecosystems and adapting both their organisational culture and business models to

MOBILE

harness the potential of mobile technolo- sealed off within a walled garden. This is gy, enabling them to drive mission critical true symbiotic creation of value. parts of their business forward.

For example Transport for London is datarich and arguably innovation poor, yet it These changes do not happen as part of has brilliantly created user value by creata short-term technology initiative; rather, ing an ecosystem that supports mobile they take place at the heart of an organcompanies bringing innovative transport isation and often require a rethink of business structure, so that where formerly services to market. companies’ immune systems made them Similarly, Spotify’s numerous partnerships resistant to change, a complete inversion of approach is now happening, necessarily with mobile network operators exemplify driven from the top down.

Evidence of this transition abounds; some of the world’s most visible brands are adapting their business models, embracing change and capturing innovation to stay competitive in an increasingly demanding and mobilised market place.

And it’s not just mobile apps or sites that these companies are building. They are keen to leverage broader innovations in payments, behavioural analysis and the gathering and analysis of big data, creating mash-ups that bring together location, e-commerce, payments or loyalty into an integrated, mainstream user experience.

Transport for London is data-rich and arguably innovation poor, yet it has brilliantly created user value by creating an ecosystem that supports mobile companies bringing innovative transport services to market

Open APIs which enable developers to tap into a consumer brand’s huge data resources, partner programmes and partner friendly contracts, new revenue sharing models, marketplaces and testing & certification programmes all combine to usher in disruptive companies and deliver this expanded ecosystem, elevating innovation to a central business process. how relationships in the Mobile 3.0 ecosystem work. One can invert the Mobile 1.0 perspective, and argue that mobile operators are now part of the Spotify ecosystem, which integrates music, transactions, entertainment and technology.

A consistent characteristic of Mobile 3.0 is that the benefits are bi-directional. A large company can hope to achieve much lower or negligible mobile service development costs, accelerate speed to market and deliver products that add value to an existing service, while keeping them relevant As a service it adds value to mobile operators and highlights another aspect of Moin the fast-paced mobile space. bile 3.0 – super-apps displacing one-off purchases to offer months of immersive For the disruptive company the benefits game-play, ongoing subscription-based might include larger, faster market reach, access to much greater marketing resourc- content streaming or ongoing relationship sustenance. Only five years ago, es or huge data sets that strengthen and during the Mobile 2.0 era, branded apps often underpin the service that they are were perhaps a gadget, a fleeting feature bringing to market and were otherwise

of the zeitgeist. Now brands understand that mobile services are a fundamental part of their core propositions, since the consumer today expects an integral and long-term mobile window on service and engagement.

It is also interesting to see how different companies address innovation and the development of organic ecosystems in different ways. Some are building disruption into their metabolism by creating incubated, skunkworks teams that are able to move quickly, unencumbered by corporate structures and processes from within.

One example of this is how Orange brought its OTT service, Libon, to market.

In many ways it – like an increasing number of external protagonists – challenges the carrier’s own traditional services of SMS and voice. The specially created intrapreneurial unit was protected from Orange itself and able to launch a disruptive service. The benefits to Orange have been many, not least in the service’s appeal to non-Orange customers (only 20 per cent of Libon users are actually Orange customers) and in helping the network to grow international voice and messaging traffic. These benefits might not have happened had Orange not realised the potential of disruption and made significant efforts to allow that process to happen.

At MEF we are helping to shape the growth of Mobile 3.0. It’s clearly significant that companies from beyond the Mobile 1.0 and 2.0 envelope - like financial services powerhouses Barclays, Rabobank and Mastercard - have been elected to our Chapter boards and sit alongside disrupters such as Mozilla and WeChat as well as operators like Telefonica and Smart. This reflects how the mobile industry is growing in its diversity, keen to harness innovation and disruption. Our community is working together to drive Mobile 3.0, bring newcomers into our fold and connect them with those whose expertise has grown up over many years. Together, we will build long-term, sustainable strategies for the ongoing growth of this new ecosystem of ecosystems. ✪

ISSUE 34 TELEMEDIA 37

MARKETING

The art of being mobile: engaging customers on the go The way consumers access and interact with content on mobile devices has evolved considerably over the last five years. With the advent of smartphones, browsing, purchasing, staying on top of email – be it personal or for work – and keeping up to date with social media and the latest news ‘on the go’ has never been easier.

Indeed, recent figures suggest that by 2019, global smartphone penetration will have exploded to 60%, from the 25 to 30% it is today. The prevalence of smartphone and tablet use by today’s consumer makes mobile a key channel for marketers to employ, engage and interact with their audience.

A mobile state of mind

Mobile is the key tool marketers have at their disposal to really engage consumer – and use that as the start of the commerce process. But how do marketers pull it off? Anthony Wilkey, Strategic Client Director, SmartFocus, outlines how to paint with mobile 38 TELEMEDIA ISSUE 34

Just as data is critical for fuelling relevant and engaging campaigns, it is equally critical for you to understand the driving factors behind your customers’ mobile mind-set when developing your mobile marketing strategy. Knowing how subscribers engage with their devices will help ensure you are creating a positive user experience for those on the go, on their couch, or at their desk.

Here are some questions that you should ask to help get into your customers’ mobile state of mind: • Which of your customers read your

emails on their mobile devices?

• When do your customers read their emails on their mobile devices?

• What types of phones do your customers use?

• Do customers purchase from their mobile devices?

• What proportion of your customers are making purchases from their mobile devices?

• How are these figures trending?

78% of business people use their mobile device to check email. The way people check their inbox on their smartphone differs from how they check them on other devices, like a tablet or desktop. Time is often at a premium and smartphone owners are likely to review their inbox during their commute, or on a break between meetings.

Bringing the experience to life

Another aspect to be considered when bringing a mobile, multi-channel strategy to life is the broader customer experience. To connect with customers, brands should look to create an all-encompassing, consistent and emotional experience from the outset. Interacting with customers before, during and after a product or service is used or purchased is essential.

Equally, understanding when and how to connect with your mobile customers in-

MARKETING

cludes considering the actual experience your customers will have on their mobile devices.

and make sure to send a compelling and relevant email when they are most likely to see it, read it and respond to it?

As strategies are established, it is important to make sure actual campaigns are optimised for viewing on a mobile phone or tablet. If email, web pages or forms are hard to view or slow to load, it will be difficult and often impossible to keep visitors engaged – especially if the information isn’t relevant or of value to them. When promoting a purchase or sharing information by email, it is important to consider the experience that is being provided.

However, testing isn’t limited to the time an email is sent or subject line that’s used.

When creating campaign templates, you should test each asset to ensure the experience is simple, effortless and engaging. It is more important than ever to send the right message at the right time in the right format to the right person to ensure marketing messages stand out in the inbox.

Understanding when a customer is likely to use their smartphone or tablet, where Unlocking this behaviour can be achieved they will be and how they will be using by testing campaigns in their mobile state. it is vital to a mobile marketing strategy.

Findings can identify how many subscrib- Getting this right could just be the difers are opening the email campaign, what ference between an unread email in the device they are using, how long they are inbox, a message sent to the trash or a viewing the email for and whether or browser converted into a buyer. not they are clicking through to links. For Build on a traditional approach example, if it is found that most mobile users will access their device during their With the help of modern marketing techcommute at 8am – why not use this infor- nology, brands have the opportunity to mation and inject it into future campaigns truly engage customers with one-to-one

Announcing...

personalised, real-time messages. While the approach is evolving with the emergence of new online channels, many of our traditional, foundation marketing rules remain true and still apply today.

Rather than replace traditional strategies entirely with new online and mobile channels, consider building on your marketing foundations and extending these offers across the channels with which you engage. It is important to recognise that mobile experiences are one part of a multi-channel marketing approach that is constantly evolving. As part of an integrated strategy, it has the ability to complement a brand and become a cornerstone of marketing efforts.

Marketers have only begun to scratch the surface of how mobile marketing can be used, but when it reaches its full potential, it will influence and guide customers, giving you another channel that provides relevancy, immediacy and enables successful engagement with today’s ‘connected consumer’. ✪

50th WORLD TELEMEDIA EVENT

wtevent.co.uk

EXHIBITION, SEMINARS & NETWORKING 15 - 17 October 2014 H10 Hotel Andalucia, Marbella, SPAIN

Premium Content, Billing & Traffic

ISSUE 34 TELEMEDIA 39

Felix Telecom IPRN, Audiotex, Premium Rate, SMS Solutions

Felix Telecom is expanding. If youâ&#x20AC;&#x2122;d like to enjoy the benefits of working with a team of experts that have been leading the way in audiotext since 1994 - get in touch.

Contact sales@felixtelecom.com www.felixtelecom.com MEE

TU SA T

15-1 7 MAR Octob wte BELL er ven t.co A .uk

Building quality business relationships since 1994

RETAIL

Queue busting The British, it turns out, don’t like to queue after all, and it’s costing business dear in lost sales. But MNO EE sees it as an opportunity to use mobile to not only bust the queues but to engage consumers, finds Paul Skeldon The joke around the world that British people like to queue is clearly a fallacy.

It would appear that actually British people hate to queue: especially in shops. Two recent studies have found that being made to queue in a shop for more than 5 minutes (according to Omnico) or 6 minutes (according to MNO EE) usually results in the consumer giving up and going elsewhere. What’s more, they are usually so disgruntled that they don’t ever return.

Retail is an industry solution that retailers can use to build closer relationships with customers by engaging with them in an integrated, omni-channel way. It can help retailers better understand their customers’ buying behaviour, registering when they arrive at their local store and how long they spend shopping. With this knowledge, retailers can send customers personalised offers and

And this is a big business headache.

According to the EE study, British retailers stand to lose £1.04 billion a year because of long queues at the check-out – with 73% of shoppers abandoning purchases if they have to wait longer than five minutes to pay.

According to EE’s bumpf, Connected

And it seems to working for Asda. EE is already working with the supermarket chain to explore and activate Connected Retail strategy and technology in its 575 stores around the UK. Asda’s branded in-store WiFi instantly attracted over 100,000 customers and now has more than 800,000 subscribers. Asda store managers are now able to complete admin tasks from the shop floor using tablet PCs, which has given them back seven hours a week to spend with customers and colleagues.

Cross-referencing WiFi data with customers’ use of online shopping apps gives Asda a more holistic view of buying behaviour, enabling the retailer to provide even better-targeted services and communications across online, mobile and in-store channels.

In fact, EE’s survey backs up one carried out at the end of last year by Omnico which found that on average shoppers walk out of a store after 6 minutes of queuing and 56% of them are unlikely to return to that store because of that poor experience.

Naturally, both EE and Omnico have solutions that use mobile to help bust queues. EE is introducing Connected Retail, a new managed service that uses mobile connectivity in-store to improve the customer experience and open new revenue streams. Connected Retail is the first proposition in EE’s new Total Enterprise Mobility approach for business, designed to help corporate and public sector organisations become truly mobile in every way.

enhanced shopping experience that customers will value and keep coming back for. Heat mapping can also help retailers plan and update store layout to optimise traffic flow through the store.

Max Taylor, Director of Corporate Business at EE, explains the rationale behind the launch: “Consumers are always online, always mobile, shopping on the go. By 2016, 80% of consumers will be using mobile to make informed buying decisions. As they find, compare, share and buy, retailers have the opportunity to exploit digital channels and create a far more engaging in-store experience.”

By combining technology with wireless connectivity specifically for use in a retail environment, Connected Retail opens up new possibilities, such as ofBuilding on this, by using real-time data fering spontaneous promotions based analytics to develop time-based commu- on a customer’s location within the store nications with customers, combined with and known buying preferences, or even to set up an instant digital marketplace heat mapping technology to anticipate to provide customers with a choice of queues at the checkout before they arcompeting offers. J rive, retailers can ultimately deliver an promotions to their smartphone while they are in-store.

ISSUE 34 TELEMEDIA 41

DIRECTORY

#BILLING

Atlas Interactive provides you with a unique international portfolio of Web, SMS and voice billing solutions.

Atlas Group global presence allows you to monetize your content and internationalize your business all over the world

Billing solutions and media applications in +94 countries: ✓ Web Billing ✓ PSMS ✓ PRS and IPRS ✓ Full payment Platform ✓ IVR Platform ✓ Service numbers ✓ Media Consulting Please contact our sales team P: +44 (0) 208 779 8700 E: contact@atlasinteractivegroup.com W: www.atlasgroup.bm

engaging telemedia services since 1996

sundial telecom

TRODAT TELECOM

Your Direct Source for the Industry’s Most Reliable International Premium Rate Numbers

Services in Arabic, Hindi & Dozens of Languages.

High Rates with Fast Reliable Payments www.trodat.com

The leading Payforit provider, with direct connections to all UK operators.

* voice & text chat platform & fulfilment * virtual chat for the Irish market * WEB & WAP instant messaging platform * iPhone and iPad app development * menu driven customer service numbers for regulatory compliance

+ 44 1223 200 000

sales@sundialtele.com sundialtele.com/telemedia

Direct Carrier Connections & Billing • Direct Carrier Billing White Label Service Canada & USA • Premium 900 Services Canada • Voice Short Codes ( Abbreviated Dial Codes ) Canada • Comprehensive Voice Services With In House IVR/IVVR Platform • Private Carrier Grade Coast to Coast Network • Knowledgeable, Trusted and Professional Carrier Relations • 17 Years Industry Experience • Easy integration & Implementation • Front Line Customer Service • Strong Predictable Payouts • Comprehensive Reporting & Analytics 24/7

(Canada and USA)

Premium Fixed Line Services

Abbreviated Dial Codes Services

Dial #3221

Extensive Coverage | Dynamic Pricing | High Conversions | Negligible Refunds | Secure Partner

Tel: 1 (403) 257.7090 • Visit www.tritonglobal.ca • sales@tritonglobal.ca

#CONTENT PROVIDER 42 TELEMEDIA ISSUE 34

Contact us now: t. 020 7099 2450 (ext 3) e. Sales@ImpulsePay.com w. ImpulsePay.com

info@trodat.com

Now providing Payforit Enhanced Single Click Frictionless billing that allows consumers to access your content with just one click.

- Paywalls - Voting

- Competitions - Many other uses

Call us now to see how you can use Single Click

THT CONSULTING LTD THT is a specialist consultancy with over 15 years experience in the Telemedia and Interactive Media sectors. With an unrivalled network of: Domestic & International Operators • Service Providers • Interactive Technology Specialists • Content Owners • Applications Providers • Media & Promotion Suppliers THT can help you achieve your development aspirations and support all your sales and marketing efforts from original concepts through to campaign management.

Contact Jarvis: +44 (0)1444 831 909 or +44 (0)7711 927092

Connecting Business with Consumers

Specialist of Premium Rate Calls in Sweden, Norway & Finland

We know the rules, taxation and regulations +130 countries for Premium Connectivity www.mobileconnectivity.com

www.viatel.se sales@viatel.se +46 8 50 60 10 00

sales@mobileconnectivity.com +41 43 544 00 15

#SP & AGGREGATOR

DIRECTORY

txtNation txtNation is an Award-Winning Mobile Aggregator and Tier-One provider of Mobile Billing and Mobile Messaging. From Premium SMS, Bulk SMS, Short-Code services to Direct Billing, we have it all. txtNation provide a range of mobile solutions to businesses worldwide that include Mobile Billing, Messaging, Campaigns and Content.

Contact: Web www.txtnation.com E-Mail: sales@txtnation.com Tel: London, UK: +44 (0)203 283 8828 | HQ: +44 (0)1752 484 333

ice about serv We care Service call numbers worldwide Over 80 countries from one source • In business since 2001 • FreeCall & SharedCall Numbers • Premium Rate & Voting Numbers • MassCalling & Call-IN • Audiotex & IVR Solutions • Mobile & VoIP Solutions

Plüddemanngasse 106/I 8042 Graz, Austria Tel.: +43 (0)316 46 824 82 office@telequest.com

www.telequest.com

OX YGEN

Global Provider of Integrated Mobile Solutions

GROUP

Your ideal partner for mobile payments and mobile messaging.

IMImobile is an industry leading mobile service provider and aggregator with direct connection to all UK operators. We manage over 40 million text messages every month and offer: • Mobile payments (Payforit, Premium SMS) • Mobile messaging • International messaging routes (such as Africa and India)

M: + 44 (0) 1494 750 586 | E: tom.broadfoot@imimobile.com

Oxygen8 is at the forefront of interactive communications, offering global reach with local service to all clients including: • Global PSMS & PRS services • Mobile Marketing & Messaging • Direct Billing/Payforit • IVR, Call Handling & Voice Broadcasting • HLR Lookup and MSISDN Capture We can help you integrate new revenue streams, improve business efficiency and increase customer loyalty. Find out what Oxygen8 can do for you – call 0808 208 0808, email info@oxygen8.com or visit www.oxygen8.com

Advertise in the leading directory for the telemedia industry.

Contact Jarvis for rates on +44 (0)7711 92 70 92 oxygen8-90mm_48mm.indd 1

02/04/2013 13:59

ISSUE 34 TELEMEDIA 43

DIRECTORY

#SUPPORT SERVICES

Felix Telecom We provide DDRC, Compliance, Regulatory, Legal and Business Support UK, Europe, APAC, LatAm, covering Telecommunications, Broadcast and Gaming Sectors. With 50+ years combined experience & knowledge and a clientbase that ranges from small start-ups to large corporates, we deal with everything from Contracts, Due Diligence, Product & Service Audits & Review through to complex legal and Breach cases.

For more information contact us +44(0)8443 573 938 or visit us at enarpee.comor Email for further information info@enarpee.com

How hard did your advertising money work today? #MEDIA & MARKETING

Goodman

Go direct.Go

IPRN, Audiotex, Premium Rate, SMS Solutions Felix Telecom is expanding. If you’d like to enjoy the benefits of working with a team of experts that have been leading the way in audiotext since 1994 - get in touch.

Contact sales@felixtelecom.com www.felixtelecom.com Building quality business relationships since 1994

HEART COMMUNICATIONS 24/7 Live Call Handling Heart Communications operate a bureau call centre in London, which is supported by a network of homeworkers. We handle calls and texts (SMS) covering adult and non-adult.

Call: 0844 745 1915, email: admin@heartcommunications.co.uk or visit: www.heartcommunications.co.uk/telemedia.html

The Response Agency

TELEPHONE: 084 52255555 | WWW.GOODMANASSOCIATES.CO.UK

glad all that work paid off!

Graphic design, publication design and websites.

Creative, efficient, professional & just a little bit quirky.

me variation on our burning money ad please - we have someArrowredTelemediaAd09:Layout copy running in a trade 2 website for the telecoms market that I'd like to use this for please? Can you run our web 5 225 55 55

10:09

Page 1

TELEMARKETEERS Let’s get interactive.

gazine directory entry artwork: Size: 90 x 48mm landscape Format: CMYK

We do just what it says on our label: astute advertising, miraculous marketing and cunningly creative design. Speak now to Duncan McAusland 300dpi .pdf file+44 (0)20 8960 0535

nth Newsletter Half page ad - 182mm wide x 122mm tall. RGB and 150dpi. Preferably as

#TECHNOLOGY PROVIDER

ws.com website 125x125 pixel banner - as .gif or .jpg

ce:

13/3/09

duncan@arrowred.co.uk

A TRUSTED PARTNER FOR:

0843 / 0844 numbers

/ 0872 numbers e JNF- bastards0871 US$'s when& they pay up our (final) March bill - hopefully this week!! www.Digital-Select.com 01/02/03, 0800/0808 070 numbers Number ranges from freephone to £1.53 per minute PSMS + outbound marketing SMS Online SMS platform with API’s Bespoke IVR builds & API ‘s Real-time online stats and emailed CDR’s Flexible payment terms International numbers

Tel: +44(0) 1603 949494 Skype: DigitalSelectLTD

44 TELEMEDIA ISSUE 34

Email: info@digital-select.com

#NETWORK OPERATOR

DIRECTORY

TALKTALK BUSINESS

Unified Communications ■ UK /International numbers & sms ■ PRS, IVR & call handling ■ Payment, hosting & business solutions 29th Floor 1 Canada Square Canary Wharf London E14 5AA +44(0) 207 058 1000 www.telecom2.net info@telecom2.net

TalkTalk Business provides communications solutions including Hosted Voice and Call Handling and Data Connectivity, to over 400,000 businesses and public sector customers, and work with over 350 wholesale partners.

With over 16 years’ experience in serving the needs of business customers, our dedicated team can provide you with solutions to suit you.

Visit us at www.talktalkbusiness.co.uk/partners Call us on 0800 954 0764 Email us at getintouch@talktalkbusiness.co.uk

CORE TELECOM

INTERNATIONAL PAYOUT NUMBERS

Core Telecom is an independent Tier 1 network operator providing a full range of powerful inbound telephony solutions, including non-geographic numbers, sophisticated call management services and industry leading outpayments, to large businesses, resellers and service providers.

Kwak is one of the leading providers for international payout numbers and domestic premium rate numbers, we offer ■ Extensive portfolio of international payout numbers with worldwide access ■ Domestic premium rate numbers from over 25 countries worldwide ■ New interactive neutral client area with the ability to generate sub-customers

Contact: t: 0844 504 0010, e: marketing@coretelecom.co.uk www.coretelecom.co.uk

Contact us at: sales@kwak-telecom.com Phone: +357 220 28812 www.premium-rates.com

PREMIUM O Premium O is a specialist B2B telecom solutions provider & network operator within the interactive communications industry.

We offer a range of solutions such as Premium Rate and Mobile Numbers , IVR Solutions, SMS, Call Management and all ranges of Non-Geographic Numbers.

Premium O has proven to be a significant source of new revenue, improved efficiency and enhanced customer retention for many of its clients.

Tel: 0800 849 8877 Email: info@premiumO.co.uk Web: www.premiumo.co.uk

Grab your ticket.

Advertise your services in Europe's number 1 directory. jarvis@telemedia-news.com VoiceBlade is a high availability hosted telecommunications platform.

It combines the capabilities of a switch, an IVR and a billing system and makes all these elements acessible via an easy to use web interface.

Visit www.voiceblade.com for more details or contact us on +44(0)800 031 9141

TeSlaTel S p e cial iz e d in I t al ian and S wis s PRN , fur t he r mor e :

Premi um Rate Numb ers Busi ness Numb ers Tol l F ree Numb ers Shared C ost Numb ers Geog rap hi c Numb ers (DI Ds) I ntel l i g ent Netw ork Ser vi ces Voi ce Anti -fraud Tool s

Voice & VAS for Smart People

VOICEBLADE

www.teslatel.net +39 02 87366405

90x48.indd 1

ISSUE 34 TELEMEDIA 45 24/03/14 09.41

PEOPLE

moves Whiteing steps down as CEO of PPP Paul Whiteing as CEO of PhonepayPlus has resigned in order to take up a role as Lead Ombudsman with the Financial Ombudsman Service.

He will leave PhonepayPlus in May. While an open recruitment exercise gets underway to find his successor, Director of Operations, Joanne Prowse will be Acting Chief Executive.

Commenting on Whiteing’s departure, Andrew Pinder, Chairman of PhonepayPlus, said: “We sincerely thank Paul for all of his efforts in driving the organisation forward over the last 5 years as CEO, and in other roles within the organisation for many years before that – a period during which the regulatory framework was transformed to ensure it remains fit for purpose for the digital age, whilst continuing to ensure effective protection for consumers, and a light regulatory burden for participants in the market. I know I speak for everyone at PhonepayPlus, along with our stakeholders, in wishing Paul the very best in his new role. We’re very sorry to see him go.”

Whiteing himself adds: “It has been an immense pleasure to have worked at PhonepayPlus and at the heart of convergence in such a fast-changing market. I am very proud of the work PhonepayPlus does to protect consumers whilst at the same time allowing legitimate industry providers to of-

46 TELEMEDIA ISSUE 34

fer services unencumbered by unnecessary regulation. None of what PhonepayPlus does would be possible without the skills and dedication of a fantastic staff, supported by an equally excellent and supportive Board alongside fair and impartial tribunal members.” txtNation appoints Ian Woodgate as NBDO UK txtNation, has appointed Mobile Billing and Messaging focused Business Development professional, Ian Woodgate as NBDO UK as it pushes to increase its market share over the next 12 months.

With 15 years of experience in the industry, Ian has previously worked across several aggregators and service providers.

He has enjoyed much success and has built a strong reputation for himself.

This appointment follows the recent news that Michael Greenberg has joined txtNation as NBDO for the iGaming industry and the appointment of Hans Tjolle as Territory Manager for Benelux.

Danny Marino, txtNation’s Chief Business Development Officer said “Ian brings years of experience to our Business Development team in the UK. He has a great track record and extremely strong commercial awareness of mobile payments and messaging; and how these technologies can aid achieving business goals.

We are excited to be working with him.”

Telemedia magazine is part of a stable of media products covering the value chain for media and content companies, to third party service developers and providers to network operators and billing companies. Our products comprise: Telemedia-news.com an online news source, updated as the news happens and the home page for all we do

Telemedia Week a weekly email news digest of the news from the week served with an incisive and witty comment on key events

Telemedia360 a monthly fully interactive PDF newsletter featuring comment and analysis behind the headlines and backed up with full web linkage and, new for 2010, video interviews

TelemediaTV our dedicated YouTube channel featuring news interviews, background interviews, conference coverage, demos and all sorts of video material to embellish what we do through traditional media channels

Telemedia360 Blogspot our regularly updated thoughts on what is happening in the fixed line, mobile and web worlds Telemedia Magazine our bi-annual gazette of in-depth industry analysis and comment, industry survey data and research

World Telemedia Events we also put on conferences and expositions all over the world

We’ll put your logo

absolutely everywhere VALUE - MARKETING PACKAGES

for as little as £95 per month

The following packages offer a fully managed marketing solution which blends traditional ads and PR with greater interactivity and accountability for your campaign. Contact Jarvis@telemedia-news.com, Tel +44 (0)7711 92 70 92

Telemedia Magazine

Specifications / Details

Display Ad

182mm x 122mm / 190mm x 277mmm

Silver •

Gold

Platinum

1/2 PC

1 FPC

•

•

Directory Listing

70 Words, logo & contact details 1/10 page

Editorial

Guaranteed lead story, feature or opinion piece

•

Email Shot

HTML broadcast to database sample

•

Telemedia Month news

Specifications / Details

Display Ad

Full page 184 x 244mm

Display Ad

Half page or Strip 184mmx122mm /184x50mm

Mini Banner

45mm x 45mm

Directory Listing

10 words, logo & contact details 1/10 page

Issue Sponsorship

Guaranteed lead feature full template branding

Editorial

Guaranteed posting of news story

Telemedia Week news

Specifications / Details

Mini Banner

Exclusive 125 x 125 pixels

PR

Guaranteed posting of all press releases

Editorial

Guaranteed lead story, feature or opinion piece

Telemedia Week news

Specifications / Details

Main Banner

468 x 60 pixels rotating on Home Page

Mini Banner

125 x 125 pixels rotating on Home Page

Company Profile

Unlimited words, fully searchable in supplier directory

•

•

•

Rotating Logo

Rotating on Directory page

•

•

•

PR

Guaranteed posting of all press releases

•

•

•

1 week

1 week

1 week

•

•

Silver

Gold

Platinum

1 issue

3 issues

1 issue

2 issues

2 issues

1 issue

2 issues

•

•

• 1 issue

•

Silver •

Silver

•

Gold

Platinum

1 issue

3 issues

•

•

•

•

Gold

Platinum

7 weeks 15 weeks 3 weeks 6 weeks 11 weeks

Get to Know Profile

Photo linked to “30 sec interview” on Home Page

Editorial

Guaranteed lead story, feature or opinion piece

TOTAL

For 6 months package

£720

£2,500

£3,800

TOTAL

For 12 months package

£1,150

£4,000

£6,080