Issue 49 • APRIL 2014
PAYM’s payments via mobile number starts this month
News
THIS MONTH...
• Tablet ownership up 63% as m-ad spend hits £6.3bn 3 • 50% of UK consumers shun complicated m-pay, says O8 5 • 118 DX services told to up their game by PPP 5 • Telefonica teams with JCDeceaux to M2M enable the world... 6 • ... and it rolls out M2M solution for Tesla electic cars across Europe 7 • UK retailers now lag behind US counterparts in mobile 8 • Majority of US shoppers don’t want to be tracked by beacons 9 • 50% of online sales in UK to come from mobile this year 10 • Majority of British travellers want to text at 30,000 feet 10
Analysis
CONSUMERS WILL BE able to use their mobile phone numbers to make bank payments from 29 April, it has been announced by the Payments Council, as it clarifies the launch of its Paym service. And with plans for it to eventually become a consumer to business payment tool, it could have huge implications for Payforit and telemedia billing. For consumers, the launch of Paym means that account-holders will be able to pay friends, family or traders without having to ask for their bank details. Instead, they will only need to ask for their mobile number, according to the Payments Council. However both parties will have to register to use the service, known as Paym - pronounced “Pay Em”. Similar systems have already been introduced by Barclays and RBS NatWest leading many to think that p2p payments is already getting too baffling for consumers. And that’s before the likes of Zapp and Znap enter the market. There are also concerns that it will lead to security risks and that it will make it increasingly hard for consumers to budget their spending. It is also likely to be something that providers of Payforit will look at closely as it potentially – if opened up to be used as a consumer to business payment tool, which the Payments Council hasn’t ruled out – could hit some of the areas that telemedia companies are trying to target with Payforit services. Customers of Bank of Scotland, Barclays, Cumberland Building Society, Halifax, HSBC, Lloyds, Santander and TSB can now all regeister for the service (only one account per phone number, mind). Other banks - including NatWest, RBS and First Direct - will join the scheme later in the year. The Payments Council, which supervises banking transactions in the UK, has rejected fears about fraud. Neil Aitken, from the Payments Council, told BBC Radio 5 live that the system was secure. “The only thing that people would be able to do if they got your mobile number is pay you - it will be integrated in to your existing banking app so it’s password protected,” he said.
continued page 2>>>
EDITORIAL Future time M-payments is just the start of a revolution in how we use money – and it means curtains for banks, finds Paul Skeldon 11 ANALYSIS SMS is dead, long live SMS Many have written SMS off as a dead technology in the What’sapp age, but as Alex Kinch, CEO of Ziron, explains, A2P is going to save it 12 ANALYSIS Into the mainstream Gary Fietz, CEO of Triton Global, explains how direct carrier billing needs to now be better positioned to hit the mainstream – and the whole industry has to work together to do it 14 ANALYSIS The winner takes it all Mobile is taking m-gambling by storm. Where does telemedia billing fit in? Paul Skeldon takes a look ahead of the mGaming and mPayment summits 16 SHOW PREVIEW mSummits: the power of two Take a sneak peak at what is happening on 15 May at the industry leading gaming and payments events 18
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NEWS #ADVERTISING Tablet ownership up 63% as UK digital ad spend hits record £6.3bn OVER ONE IN four British consumers now owns a tablet, as advertisers spent a record £6.3 billion in 2013 to reach people surfing the internet across an increasing array of devices, according to the latest Internet Advertising Bureau UK (IAB) Digital Adspend report, conducted by PwC. Over one third (36%) of people accessing the internet are now doing so via tablets, according to UKOM/ comScore, as tablet ownership grew 63% year-on-year from 11.0 million to 17.9 million Britons in February 2014. Due to the proliferation of new devices, two-thirds of people online now access the internet using a PC/laptop and one other device – such as a smartphone or tablet. Almost six in 10 (57%) tablet owners online say it’s their “go-to” device to surf the internet at home. Two-thirds of owners (66%) say it’s easier to go online using a tablet. Almost two-thirds (65%) like to use them while watching TV. Banking/finance is the area of people’s lives that would be most affected without the internet or mobile phone – cited by almost half (48%) of Britons online – followed by keeping up with current affairs (37%) and relationships with friends and family (35%). IAB/PwC data shows that advertising on the internet and mobile phones overall increased, like-for-like, by 15.2% or £853 million to £6.30 billion in 2013 – up from £5.45 billion in 2012. Among media owners who submitted revenue figures to the IAB/PwC, tabletdedicated advertising has grown over 400% to reach at least £34.4 million in 2013; up from £6.8 million in 2012.
With smartphones now accounting for over three quarters (76%)² of handsets, advertisers are continuing to invest more in mobile advertising. It grew, like-forlike, by 93% to £1.03 billion in 2013 from £529 million in 2012. Mobile now accounts for 16% of all digital advertising spend – £1 in every £6 – compared to 10% in 2012. Social media advertising spend on mobile increased to £221.8 million in 2013. Across digital overall, social media advertising grew 71% to £588.4 million. Consequently, mobile now accounts for over one third (35%) of total digital social media advertising. “Digital advertising continues to grow at impressive rates simply because marketers are becoming more responsive and savvy to the increasing ways people consume content across different devices,” says Tim Elkington, Director of Research & Strategy at the UK’s Internet Advertising Bureau. “However, there’s still a lot of work for the industry to do when it comes to tablet advertising. Spend on ads designed specifically for tablets is growing fast but it’s still a very small part of the pie – despite the increase in tablet ownership, and the crucial role they play in people’s internet use at home. The tablet has moved from the offices of early adopters to the nation’s living rooms and advertisers should be following suit.” “Mobile’s huge rise is down to advertisers taking advantage of key developments in the way people use their mobile devices - particularly social media platforms,” says Dan Bunyan, Manager at PwC.
“Mobile is now more of a story-telling tool for advertisers rather than just an information device. Almost half of mobile ad spend is accounted for by TVs biggest advertiser categories – consumer goods and entertainment brands – which is testament to how important mobile has become for brands.” But there is a caveat. Many industry watchers express caution. Mike Harris, VP EMEA, Monetate, warns that, while it is important to recognise that the increased visibility mobile advertising can bring, “it isn’t as easy as waving a magic wand. With higher visibility, businesses need to ensure they target the right people with the right offers. If this isn’t done correctly, it can damage a brand in the eyes of a consumer. To counter this, companies must make sure their advertising is targeted correctly. Through using metadata such as location, device and weather, companies can personalise their offerings to the individual. This can drive higher conversion rates and assist in developing the company’s brand. Now retail is a global and multi-channel activity, businesses cannot ignore the power of personalisation if they want to prosper.” Dan Cohen, regional director at Tradedoubler, adds: “Pouring money into mobile advertising is one thing, but actually being able to offer customers a complete retail experience, with mobile shopping working in tandem with their traditional bricks and mortar offering, is what will really define their ability to take that next step and nurture the transition between a virtual window shopper and a paying customer.”
a smartphone, or they do not use mobile banking. • To send money, a user will have to log into their bank’s mobile banking app, using a pass code as normal. • They will then have to select the recipient of the payment, using their existing contacts or by typing in that person’s mobile phone number.
• After confirming the name of the recipient, they will have to check the amount being paid, type in a reference for it (such as “dinner”), and then press send. • A confirmation message will then be sent to them. Current levels of security will apply and payments will not be possible without an app’s pass code being entered.
>>>from page 1 Payments Those wishing to make payments via mobile phone numbers will still need to use their banking apps, which require customers to log on to their accounts. HOW DOES IT WORK? People who wish just to receive money - as opposed to paying it - will still be able to use the system, even if their phone is not
NEWS #PAYMENTS 50% of UK consumers shun ‘complicated’ m-payments finds Oxygen8 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 18-44 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. The need for a more straightforward payment method is consistent throughout 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 smartphone 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, offputting 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. “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.”
#PRS 118 DX services told to improve pricing info following PhonepayPlus investigations PHONEPAY PLUS has has called on 118 directory enquiry services to ensure that consumers are properly informed of the cost of calling, following recent cases in which directory enquiries services’ pricing were found not to have been properly advertised. Earlier this month a fine of £80,000 was announced against directory enquiries service 118 118, which ran adverts on London buses and its website that did not comply with the PhonepayPlus Code of Practice. Consumers said that they weren’t aware how much the service cost and a number of complainants had experienced bill shock. PhonepayPlus’ Tribunal ruled that 118 118 customers who have already made a valid complaint by the date of this decision’s publication should be refunded. 118 118’s promotions ran on 1,220
London buses, almost a quarter of all buses in the city, between late January and early February this year. At the peak of 118 118’s campaign approximately 1,380,000 people would have used a bus featuring the directory enquiry service’s promotion. Jo Prowse, PhonepayPlus’ Director of Operations, comments: “Consumers trust directory enquiries services and we want to help the industry keep it that way. Under our regulations, 118 services must tell consumers what the price is when they promote their services, and consumers that call directory enquiries should be able to get the number they are looking for without any unreasonable delay. These regulations exist to protect consumers and good business, and 118 providers must stick to them. This is an issue PhonepayPlus will continue to monitor closely.”
118 DX providers must:
• include pricing info wherever the service is promoted; • on websites, pricing info should be proximate to the DX service and in no circumstances should it be displayed ‘below the fold’; • make clear the difference between any non-PRS they operate and the DX service, so consumers do not confuse the non-PRS web service with a PRS call to action; • if promotional material is displayed on a moving object such as a bus, or a billboard that is likely to be seen fleetingly from moving objects, providers should ensure the cost of the DX service as well as the number is in a font size that is clear even when seen quickly or from a distance.
NEWS #M2M Telefónica partners with JCDecaux to roll out new M2M solutions for urban environments TELEFONICA HAS partnered with JCDecaux, a world leader in outdoor communications and self-service bicycle stations, for the development of a new range of smart Machine-tomachine (M2M) powered solutions for urban environments. Telefónica’s M2M technologies will bring enriched connectivity and new digital features and experiences to JCDecaux’s municipal information devices, digital screens and self-service bicycle stations in Europe and South America. The new state-of-the art solutions will enable advertisers to enhance campaigns and bring the innovation and insight usually seen online to the outside world. For outdoor digital advertising, Telefonica’s M2M technology enables the transmission and reception of prerecorded or real time advertising content on digital screens. Municipal information messages can also be delivered through remote
management features. This managed connectivity capability will save out-of-home advertising companies significant maintenance costs due to the continuous data flows reporting the status of the displays. In shared bicycle schemes, Telefónica’s M2M devices offer remote tracking data for numerous parameters such as geolocation, mileage and usage. This data is collected and processed with business analytics techniques, helping companies and public administrations to efficiently manage urban bike fleets and save significant costs in unit losses and maintenance. The scale and adoption rate of M2M solutions is increasing rapidly. There are already more than 4 million active M2M cards in France and there will be up to 20 billion objects connected by 2020 according to the GSMA. In 2004 only 92 million devices were connected
worldwide. This continuous growth will not only generate substantial economic benefits, but will also play a significant role in improving resources and efficiency. José Luis Gamo, CEO Multinational Business Unit of Telefónica Global Solutions said: “This agreement with JCDecaux will allow us to provide M2M services internationally to the world’s leader outdoor advertising companies. Our solution will be available on a wide range of platforms, such as street furniture, self-service bike stations or digital screens, which represents a significant step forward in solutions for urban environments managed by our corporate and multinational customers.” Telefónica offers end to end solutions through global connectivity in more than 40 countries across three continents. This connectivity is available in a variety of objects - from vehicles to street furniture.
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NEWS #M2M Telefónica to provide connectivity for Tesla electric vehicles in major European markets TESLSA, THE world’s leading electric vehicle (EV) manufacturer, has signed a deal with Telefónica to provide MachineTo-Machine (M2M) connectivity for the Tesla Model S in Europe. Telefonica and its M2M World Alliance partners will provide connectivity for Model S across multiple countries in Europe, including in Germany and the United Kingdom on Telefonica’s O2 network, in Spain on Movistar, and in the Netherlands on KPN. Telefónica’s global M2M solution - powered by Jasper - will enable connectivity for Tesla’s industry-leading in-car infotainment telematics including navigation, online music, and internet browsing, and remote vehicle diagnostics that relay information about the car’s safety, security and performance to the driver and Tesla service in real time. The Tesla Model S, an award winning
five-door sedan, was launched in 2012, with deliveries beginning in Europe in 2013. Its state of the art features include remote driver support and a connected infotainment control centre. The 17 inch touchscreen puts rich content at the fingertips of drivers and passengers, seamlessly integrating media, navigation, communications, cabin controls and vehicle data. The agreement, which establishes Telefónica as Tesla’s largest European connectivity partner, is supported by KPN in the Netherlands and Belgium as part of the M2M World Alliance, simplifying Tesla’s deployment of connected cars. With its proven M2M technology, Telefónica’s services offer flexible and reliable connectivity solutions for Model S customers across Europe. The ability of Telefónica and KPN to work together locally will further improve the customer experience
GLOBAL PROVIDER OF INTEGRATED MOBILE SOLUTIONS
by maintaining a smaller pool of suppliers with a common M2M service. Jose Luis Gamo, CEO at Telefónica Multinational Solutions, said: “As we accelerate our transformation into a digital telco we see lots of opportunities to empower consumers. Connected cars that provide drivers with more information and a better and safer driving experience is a perfect example of this. Tesla is one of the world’s most forward thinking and exciting businesses. We share their passion for innovation and are thrilled to be working with them to deliver a superb connected in-car experience to Tesla drivers across Europe.” Peter Carlsson, Vice President of Supply Chain at Tesla says: “The full Model S experience requires reliable and flexible connectivity solution. Tesla looks forward to our partnership with Telefónica to provide our European customers with a whole new class of connected car.”
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NEWS #RETAIL UK retailers lag behind US when catering to growing swathes of mobile shoppers
JUST OVER three quarters (76%) of the top 100 UK retailers have optimized their websites for mobile devices – compared to 100% of top US retailers, with only 25% of the top 20 UK online retailers by revenue having optimized for mobile shoppers. This is a 26% increase on the 50% of UK retail-
ers who had optimized for mobile by March 2013. So finds research conducted by provider of multi-touch point retail technology Skava. “As mobile traffic continues to grow exponentially and consumers become more comfortable shopping on mobile devices, the onus is on retailers to build bestof-breed mobile websites that provide a seamless user experience from browsing to checkout,” says Arish Ali, Skava CEO. “Our US clients have seen strong ROI on their mobile investment by drastically increasing conversion rates with a design-driven approach. UK retailers have made ground since last year,
with 26 more of the top 100 retailers optimizing for mobile in the last year, but it¹s time for them to follow their US counterparts and make a high preforming mobile optimized website mandatory.” Research firm Forrester estimates that by 2017, revenue from mobile will account for 6.8% of overall retail sales, equating to €19 billion. To highlight the financial implications of a retailer’s poorly performing mobile website, Skava developed the SkavaOne Calculator. By calculating a retailer’s average order value, amount of traffic and conversion rates from across platforms, the SkavaONE Calculator displays with speed and clarity the serious long-term financial implications for retailers who possess a poorly converting mobile website.
NEWS #RETAIL 80% of consumers likely to refuse to be tracked by location in stores, US study finds MORE THAN 80% of consumers are likely to refuse to have their to their movements tracked in retail stores via their smartphones, according to a new survey in the US by Chicago-based OpinionLab. The news is a bit of a blow to the growing swell of interest in beacons and location based services. Of the 1042 people quizzed in midMarch, eight out of 10 consumers don’t want to be tracked without giving their explicit consent and 64% will only permit tracking of what they do and where they go if they opt-in or sign up to participate in a programme – and ideally gain something. Nearly a quarter of shoppers or 24% believe retailers shouldn’t do any instore tracking at all. Even promises of a better shop-
ping experience didn’t change consumers’ minds with 88% saying it wouldn’t make any difference. This is a response that is directly contrary to the opt-out platform adopted by 11 mobile location analytics firms. But what might make a difference is if retailers provided some incentive for participating, like discounts or free products. In the wake of data breaches at big retailers such as Target in the US, consumers simply
don’t trust retailers. A vast majority of shoppers – 81% – do not trust retailers to keep their data private and secure.
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NEWS #RETAIL 50% of online sales to come via mobile by end of 2014 AS MANY AS 11% of retailers said they expect over 50% of online sales to be made on a smartphone or tablet device by the end of this year, according to the latest IMRG e-Retail Survey published this month. This figure is up from just 4% in 2013, when the last e-Retail Survey was conducted, highlighting the growing importance of the mobile channel for UK e-retailers. Tina Spooner, Chief Information Officer at IMRG, said: “Mobile continues to dominate the e-retail landscape, with sales via mobile devices now accounting for a third of UK e-retail sales. The latest survey results also reveal that mobile has a key part to play in the multichannel retail environment, with three-quarters of high street / multichannel retailers now having a mobile-optimised website, compared with just over half of pureplay merchants. “With an increasing number of consumers now using their mobile devices to browse and compare products while
in-store, it is no surprise that mobile has become an integral part of retailers’ multichannel strategies. “Our latest survey results also reveal an increasing optimism among retailers around their expectations of online sales growth during 2014. While almost all merchants surveyed said they expect to see positive year-on-year sales growth, a significant proportion (42%) forecast sales growth to reach in excess of 20%”. We also learned that 72% of e-retailers surveyed offer international delivery - this is unchanged from October 2013’s findings. This rises to 88% for clothing and apparel retailers. In addition, around two thirds (67%) of multichannel retailers surveyed now offer Click & Collect, a significant increase from 54% in October. The convenience of Click & Collect and certainty of not missing deliveries encourages customers to opt for this method, enhancing the overall customer experience.
#TRAVEL Mobile data and text messaging at 30,000ft prove a hit with Brits BRITISH TRAVELLERS are more likely to pick up their mobile phones inflight to send an email or browse the web than to make a call from the aircraft cabin. More than three quarters of travellers surveyed by AeroMobile, a leading mobile phone operator for the aviation industry, said they would use mobileenabled internet access to check emails, browse the internet or update their Facebook or Twitter status at 30,000ft. More than half (55 per cent) would opt to send a text message and a quarter would use an instant messaging service, but fewer than a third (17 per cent) would make a call inflight. Almost half of respondents said that inflight mobile services would help them alleviate the boredom of long hours spent in an aircraft cabin and over a third are looking to their own mobile devices to keep them entertained.
Almost half of people questioned said they expect inflight mobile connectivity to become standard in the next few years and over a third believe an airline with an inflight mobile service is cutting edge. “The results of this survey certainly reflect our experience at AeroMobile,” said Kevin Rogers, CEO of AeroMobile. “In 2013 we saw close to an 80 per cent increase in the number of travellers using their mobile phones in the aircraft cabin and data usage on our network went up ten-fold. We also saw a 50 per cent increase in SMS traffic.” The AeroMobile network allows passengers to roam just as they would abroad. The company has live roaming agreements with over 250 mobile phone operators worldwide, including EE, O2, Vodafone and Three in the UK. The service is available across eleven airlines including Virgin Atlantic, Etihad, Emirates and Lufthansa.
OPINION
FROM THE EDITOR
The future’s bright, the future is bank free A FUTUROLOGUST TOLD ME the other day – or was it tomorrow? – that mobile has a huge role to play in how we use money, but that it isn’t just about payments and it certainly isn’t about banks. According to Mark Stevenson, author of the book An optimists tour of the future, we need to look at mobile payments and banking in one go and look at it in terms of how the mobile and social media has turned us from readers of media to readers and publishers. Stevenson contends that the same should happen with payments: we are payers and spenders. While there is much happening to get the mobile payment space moving – much of which you can learn about at our mPayment Summit on 15 May (see page 18) – really where mobile fits in is in liberating us from the tyranny of the banks hegemony over payments and spending. Once we have cracked this – something that telemedia has in its gift – the sooner we will all be enjoying m-payments to the full. Cutting encumbent banks out of the equation – certainly at the consumer facing layer – seems made since they are still the trusted brand to handle money. However, looking longer term it is exactly the right thing to do if we are to see innovative ways of using technology and money. And it doesn’t end with payment. The real key to widespread m-money is in mobile enabling micro loans too. Now that is where it gets very interesting. Editorial Editor Paul Skeldon paulskeldon@me.com | Sales & Marketing info@telemediamagazine.com | Production Director Annika Micheli annika@telemediamagazine.com | Publisher Jarvis Todd jarvis@telemediamagazine.com To subscribe, please go totowww.telemedia-news.com What we’ve been listening Everyday Robots – Damon Albarn | What we’ve been amused by Big Bang Theory | Who we’ve been following @peaches | What we’ve been reading about Mobile payments| APRIL 2014 will bring... Linking my bank account to my mobile number
ANALYSIS
MESSAGING
SMS is dead
LONG LIVE SMS
Many people have written SMS off (lol)… but thanks to application to person services, it has a long and assured future – even if you are chatting to your kids on Whatsapp (or if you are cool like me, Telegraph). Alex Kinch, CEO of Ziron, explains
IF YOU BELIEVE everything you read, you’d be forgiven for thinking that SMS has suffered the same fate as brickshaped handsets and red telephone boxes. The tech-dinosaurs may still be using them, but today’s savvy consumer is far more likely be communicating via a ‘over the top’ (OTT) messaging app like WhatsApp, BBM and Viber – or if they are really down with the kids, Telegram, which has just exceeded 35 million users. However, even though person-to-person (P2P) SMS is
decreasing, this is being more than offset by the rise application-to-person (A2P) SMS. According to Ovum, A2P SMS is growing at a rate of 6% CAGR, compared to the 3% decrease in total messaging traffic. It estimates over 2.19 trillion A2P SMS messages will be transacted by 2018. A2P SMS is a huge growth market, and a massive opportunity for operators. Take a quick look at your own message history – it is highly likely more than 50% are automated messages from businesses and other organisations.
OPENMARKET BASES BUSINESS GROWTH AROUND A2P
IWhile application to person may be the key to SMS’s future, there is also a growing number of businesses using it too. According to OpenMarket, increasing numbers of Global 2000 companies are realizing the immense value of SMS in optimizing their business processes and enhancing their relationships with customers and employees. A 2013 survey of enterprise decision makers by market research firm Forrester found that 86% of respondents plan to use SMS in their business operations this year – the highest rate of any mobile technology across businesses worldwide. “It’s clear that SMS has moved beyond basic marketing campaigns,” says Steve French, Global Vice President of Product Management and Marketing of OpenMarket. “Companies are using mobile to more efficiently serve two-way communication needs across the entire organization, including customer service, human resources, IT and security, operations and logistics, and sales and marketing.” From appointment reminders, shipping confirmations and customer surveys, to mission-critical messages like fraud notifications, emergency alerts, and secure PIN authentication, companies can use mobile for numerous use cases. But to fully take advantage of the benefits mobile has to offer, enterprises need reliable two-way SMS connectivity available on a worldwide level from a trusted partner – which is where OpenMarket comes in.
ANALYSIS MESSAGING
Think about how quickly this has happened and how it compares to even a year ago. Whilst the media has been in a frenzy over the growth of OTT messaging applications, partly because of the WhatsApp acquisition by Facebook, the fact remains that SMS is the only messaging solution that works on every mobile handset, regardless of make, model, features or the availability of 2G or 3G data. Consumers have made it clear that they prefer SMS to other forms of communication, such as post, email and phone calls. So it’s no wonder the amount and type of A2P SMS is increasing. In previous years, A2P messaging was synonymous with the growth of spam SMS – and, despite the best attempts by legislators and regulators to enforce marketing opt-in regulations, consumers were increasingly complaining to their provider over the increasing tide of unsolicited messages. However, the past couple of years have seen operators working to reduce the backdoors into their network previously used by the spammers, and, more importantly, support the increase in ‘solicited’ messages that users are happy to receive.
Today, A2P messaging is widely used as basis for what is termed as ‘transactional SMS’ – from one-time passwords and two-factor authentication, to time-sensitive alerts and reminders, such as appointment confirmations and banking anti-fraud alerts. In the UK, the NHS is increasingly using SMS to remind patients that they have a doctor’s appointment, and retailers such as Amazon and Ocado are using SMS to confirm the time a home delivery is due. In addition, an increasing number of banks and financial services institutions are using SMS to alert their customers to suspicious account activity. A2P SMS is evolving all the time. The move from one-way communication to two-way interaction by SMS, which opens up some exciting possibilities – including rumours that voting for the forthcoming UK general election may have an SMS element. The argument over whether SMS is dead is null and void. The real question is how operators can leverage and monetise this huge increase in A2P SMS - but you’ll have to read my next article to find out the answer to that.
ANALYSIS
M-PAYMENTS
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
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. From the humble origins of buying a ringtone via text and adding the cost directly to a mobile bill, carrier billing is rapidly going mainstream and the things you can buy with your mobile phone today have expanded. Moreover, carrier billing is now widely accepted as a payment method globally and is poised for rapid growth as the following chart asserts. Is has not been an easy march for those of us in the industry and part of the problem was that while other mobile payment methods such as NFC and mobile wallets enjoy wide industry recognition due to their promotion by conventional payment providers and financial institutions, carrier billing has no such vocal or widespread marketing support. Ironically, now top payments industry and trade publications suggest that NFC will not enjoy the wide adoption promised. Of course ultimately that will be a consumer decision. However, it is clear that the technology is not providing compelling reasons to accelerate more 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 support. The message they delivered had clarity and offered promise. By contrast those of us in carrier billing had to do our own marketing .We had to be evangelists and were greatly tested as we positioned the service and gained the acceptance and buy in required, particularly from mainstream customers. In fact, the direct billing industry stakeholders were often at loggerheads with one another. Mobile carriers and payment providers did not always see eye to eye and mainstream digital goods and services providers were not excited or eager to embrace the payment method due to high carrier revenue share retentions and low consumer spend caps. Partially the lack of adoption to date is in some way our own fault. We have allowed the impression to be created that it’s the emerging markets that are the Holy Grail and that is simply not true. Most global carrier billing companies make most of their money today from the developed markets like North America and Europe. Carrier billing companies have also been marketing and promoting the concept that the payment method allows the “no credit card or unbanked “global community to be accessed. While that is true it’s not a smart marketing message to deliver, suggesting that the we can only be seen as attracting those who do not have conventional ways of paying. That’s simply bad positioning. The core value of direct billing is the ease on the part of the consumer to conclude transactions. A few simple steps and they are done. Fewer steps in the payment process clearly lead to higher conversions. This advantage is both universal and global irrespective of whether you are marketing in a developed or developing country. That’s what needs to be promoted, that’s what will resonate with digital goods and services providers and encourage them to on board the direct billing payment option. All too often we also ignore the consumer side of the equation in our marketing efforts. We enable consumers to pay with simplicity, with no lengthy error- prone 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
ANALYSIS M-PAYMENTS
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 SDK’s 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 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 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. Industry heavyweights predict that when people adopt carrier billing as a method for purchasing physical goods via e-commerce 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.
ANALYSIS
M-GAMING
The winner
TAKES IT ALL
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. So what state is the mobile gambling business in right now? Well, brace yourselves, there are many stats – all of them 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. According to Pocket, the biggest and 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. According to yStats.com, mobile gambling is expected to grow at double-digit rates and to reach over 40% of the total online
Making it social
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 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 casino-style 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.
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.
ANALYSIS M-GAMING
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 mgambling 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. “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 m-gaming 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.”
ENARPEE SERVICES LIMITED - since 2006 Independent Compliance Specialists Operating in UK, Ireland, Europe, Africa, APAC & Lat.Am Enarpee Services provides DDRC, Compliance, Regulatory, Legal and Business Support across the Globe, covering Telecommunications, Broadcast and Gaming Sectors With 50+ years combined experience & knowledge and a client base that ranges from small start-ups to large corporates, we deal with everything from Contracts, Due Diligence, Product & Service Audits and Review through to complex legal and Breach cases. For more information contact us on +44(0)844 357 3938 or visit us at enarpee.com or email for further information – info@enarpee.com
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
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.
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
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
7
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Project1:Layout 1 07/04/2014 19:06 Page 1
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