Telemedia Month September by annika micheli

Issue 42 • SEPTEMBER 2013

#PRS Misleading affiliate marketing set to rock the telemedia industry

THIS MONTH... News

• Rory Maguire appointed MD of AIME 3 • Dialogue adds Payforit to TablePouncer app 4 • Contactless NFC payments come to Iceland to cut queues 4 • BBFC takes over classification of mobile content 5 • PayPal brings ‘pay by face’ to Richmond in UK trial 6 • Online dating booms in UK, with Polish dates hitting top spot 8 • Digital Select revamps SMS platform and gets BT interconnects 9 • M-commerce doubles in a year finds IMRG-CapGemini 10 • Blippar uses AR to give Lads’ mags the “breast of both worlds” 11 • txtNation signs interconnect deal with Swisscom 11 • ImpulsePay to use C3 Fusion for Payforit call handling 12

Analysis despite some much needed xMany aggregators and service providers have been plunged into confusion over the summer as problems around affiliate marketing for services have landed firmly at their doorstep, with regulator Phonepay Plus warning them that they have to know if any affiliates marketing services for their clients are scamming consumers. Fines have already been issued and other legal proceedings are on going as we go to press, Telemedia-month has learned. The problem centres around service being marketed through smaller affiliates and individuals who are using the opportunity to offer prizes in return for sign ups to subs services that often turn out not to exist – without the knowledge of the service provider or the aggregator. However, these L2 and L1 companies are being held responsible. There is also the growing problem of individuals acting as de facto affiliates on sites such as Facebook, where they are offering fake promos and luring consumers unwittingly into subscription services. The problem has been further compounded by PPP discovering that malware from Russia called Ransomware has also seen a rise in online affiliate scams and a huge number of complaints to the regulator from consumers. In this instance, PPP’s monitoring evidenced affiliate marketing that appeared to utilise a form of malware known as ransomware to lock consumers’ internet browsers and force them to interact with online offers which directed them to the Level 2 provider, Greenwhale Holding “Funlodia” subscription services. Industry trade body AIME is concerned that with PPP issuing fines and looking into the affiliate marketing issue, many aggregators are going to be forced to abandon affiliate marketing as it is impossible to cost effectively track all of them on such tight margins. PPP has issued guidance notes on affiliates and recognizes that the problem of tracking what is happening to traffic. In it, it said: “The advantage for PRS providers in using affiliates can be two-fold. Firstly, they can gain access to marketing tools and techniques that they may not have in house. Secondly, because affiliates are paid on a performance basis, the

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Editorial Winter of discontent Tough regulation changes and a shake up of classification rules are going to hit us hard, worries Paul Skeldon 15 OPINION Payment Services Directive Don’t yawn, this is a big deal for telemedia, as AIME explains it could half the size of the industry overnig 17 OPINION Vanity insanity Rupert Staines, MD at RadiumOne UK looks at how social marketing needs some proper metrics 19 ANALYSIS End of an era: bye bye Nokia Nokia is swallowed by US giant Microsoft. So what? Find out 20 ANALYSIS Destination Amsterdam World Telemedia Amsterdam is set to get going in October, but we need your input now. So see what we have planned and stick your oar in 23

Directory

The leading industry directory of services 28

Latest news at www.telemedia-news.com Catch our blog at www.telemedia360.blogspot.com

NEWS >>>from page 1 Affililates merchant only pays for results and does not risk being saddled with marketing costs that are unrelated to commercial performance. “However, there are also potential risks to signing up with affiliates that merchants need to be aware of. Given the way in which they are paid, affiliates have strong incentives to drive consumers to purchase the relevant PRS service. This can be a good thing if it is done legitimately, but it can also incentivise less scrupulous affiliates to mislead consumers in order to increase their revenues. This can be particularly the case where affiliates are small and have no particular interest in maintaining relationships or a brand reputation in the UK. “The risk for PRS providers contracting with such affiliates is two-fold. Firstly, their brand can be damaged by being associated with such misleading practices. Secondly, under the Code of Practice, providers remain responsible for the promotion of their services, even where it is carried out by a third party. Therefore if an affiliate promotion has breached the Code, then the relevant provider will be deemed responsible by the PhonepayPlus Tribunal and may be subject to fines or other sanctions.” But a response from Zamano to the guidance suggest that it is harder to

pull off that you’d think. “There is a lot of action that can be taken to manage the affiliate marketing process and minimize risk, but it is impossible to track every element of the promotional process from when the consumer first sees the affiliate controlled pages, through the final PRS promotion. So, for example, an L2 can approve pre-lander pages, track them via referrer links and monitor these links on an on-going basis to check for compliance. What cannot be done is to monitor what he consumer sees before the pre-lander or their journey to the pre-lander. General live web monitoring can be done, but this is needle in the haystack stuff and it is very difficult to replicate a customer’s journey. The problems caused by affiliate marketing from small companies and individuals is on the rise and was highlighted in Telemedia some months ago by Rory Maguire, who is now Managing Director of AIME and is keen to get all interested parties around the table to discuss how to develop tools and strategies to ameliorate the problem. In fact he has fallen pray to the issue. “Some time ago, I was searching the internet to see if I could find a digital version of a long abandoned vinyl album,” he says. “I found to my joy, that someone had digitised it and I could have the MP3 tracks for free – all I had to do was

complete a survey. On clicking the “Survey” button, I was led to a separate site and a Payforit page for a subscription service. There was no link between the digital album, the survey and the subscription service, but they wanted to charge me a subscription of £8. Realising that I could send STOP after the first payment, I calculated that £8 was a reasonable price for the digitised album. I did not want the subscription product on offer, but after my £8 charge, that’s all I got and not the album. I had been misled. “In the complex way these relationships work the owner of the digital conversion probably received ad funds (cost per click) from the survey site without delivering any goods. The survey site was an affiliate and was getting paid by the ad network, which was then getting paid by the owner of the subscription service. “As an old hand in the industry, I felt humbled by being conned so easily, but as a regular consumer I would have complained. If there enough complaints like this then it raises red flags, possibly leads to a regulatory investigation and potentially gives us all a bad name,” he says. AIME and WORLD TELEMEDIA ARE WORKING TOGETHER TO PUT ON A SESSION AT WORLD TELEMEDIA AMSTERDAM ON 17 OCTOBER TO DISCUSS THE ISSUE. Sign up here

#PEOPLE Rory Maguire takes the AIME reigns rory maguire, formerly head of payment services at Three has been appointed as interim managing director of AIME, as long standing Toby Padgham stands aside to pursue other interests. Maguire is pledging to start to lay the foundations of a new three year strategy for the trade association while the hunt for a full time MD is carried out by the board. Within this plan, Maguire is planning to help AIME increase membership as, he says, “this is the only way to fund its activities and return value. Maguire also believes that AIME needs to drive a training programme for members and their customers that keeps them away from regulatory scrutiny and it needs to extend reach into alternative micropayments, apps communities, publishers and other forms of interactive

media supply and AIME needs to get better at publicizing it’s achievements and keeping members informed of its good work. Commenting on his appointment, Maguire said: “I have taken the reigns from Toby (although he still holds onto one or two and will remain on the board) at what feels like a very busy time for AIME and its members. Potential issues exist with the European Payment Service Directive under review; further delays to unbundling continuing to impact the introduction of higher rated fixed line services; UK implementation of European consumer protection rights eliminating hidden costs potentially impacts telecoms businesses providing 08 ranges; and continued issues with rogue affiliates dominate the mobile space.”

NEWS

#PAYMENTS Dialogue helps TablePouncer use Payforit through app for bookings pouncermedia, the company behind last minute dining booking service TablePouncer, is to start using Payforit to allow hungry, skinflints to purchase ‘dining deals’ at local restaurants while on the go. TablePouncer, which has just this week launched its first mobile app on iOS and Android, offers exclusive deals by allowing consumers the opportunity to enjoy the finest local restaurants at discounted and affordable prices, whilst benefitting businesses by attracting new customers and increasing fill rates. Founded in 2011 in Bournemouth, TablePouncer has since launched in Bristol, Bath, Brighton & Hove, Southampton and most recently in London in July 2013. The service allows restaurants to freely advertise last-minute deals to customers on the website, who after a simple registration process can book reservations easily and securely through TablePouncer.com and

save up to 65%. When TablePouncer users book a table online or through their mobile app they will be charged a booking fee per person using Dialogue’s UK Payforit service. This charge will be applied directly to the consumer’s mobile phone bill, who in return will receive an exclusive deal, such as 65% off their food bill or a special set menu deal. The TablePouncer mobile app has been developed in response to increased demand from consumers to book tables via their mobile phones – last month alone over 27,000 visits to TablePouncer. com were from iOS devices and 10,000 from Android. The new TablePouncer app featuring Dialogue’s Payforit UK service, allows users to book last-minute discounted tables at the touch of a button. Thanks to integrated geo-sense technology, an SMS message will be automatically sent to mobile users when they walk within 250m of restaurants featured on the TablePouncer

app, ensuring users never miss the best deals in their area. “The launch of our mobile app and partnership with Dialogue means we can provide our customers with even easier access to our service using safe and trusted mobile platform technologies. Users just need their mobile phone to search, book and make a payment. Our aim is to make TablePouncer as user-friendly and convenient for customers as possible, saving them both money and time. Working with Dialogue is yet another step to ensuring the user-experience is the best on the market,” says Phil Lewis, COO, TablePouncer.com. TablePouncer is also investing heavily into a large-scale marketing campaign, worth £250,000, across the UK and includes bespoke in-carriage Tube promotion across the London Underground network. This will also see the delivery of a targeted SMS and digital campaign.

#PAYMENTS WorldPay contactless NFC transactions break 4m barrier for first time more than 4 million contactless card transactions were processed by WorldPay for the first time in July, the greatest level of contactless card usage that the payments provider has seen since the UK launch of the technology in 2008. The news comes as supermarket giant Lidl becomes the latest business in the UK to go contactless in partnership with WorldPay. The global retailer has just rolled out contactless technology with near field communication (NFC) capabilities to all 600 of its UK stores, following a pilot in February. Contactless technology was installed in all stores by the end of July, and within the first two weeks of August alone, 65,628 contactless transactions had already been made in Lidl stores. Lidl have ensured that their customers know that they now offer contactless payments by adding plastic surrounds to all payment devices, showing

that contactless is available, and displaying store entrance posters announcing NFC acceptance in all stores. Lidl Spokesperson Georgina O’Donnell, said: “We decided to implement contactless in order to speed up payments and reduce queuing time. We were also responding to consumer demand to move with the times and offer a wider range of payment acceptance options. Installing the technology across so many stores was a significant project, but WorldPay helped to make it a smooth process. It’s still early days, but just two weeks on from launch we’ve processed over 65,000 transactions and customer reaction has been very positive.” Ron Kalifa, Deputy Chairman of WorldPay said: “We recently undertook a major research project which found that one in ten consumers have already used contactless technology, and 60% recognise the contactless symbol. We

expect this number to continue to rise because, of those who have used it, 93% of users find contactless quick and efficient*. It’s important that businesses consider how consumer demand for new payment technologies is growing and choose to invest at the most optimum time to secure a return. The fact that Lidl has already seen such high levels of use is testament to the fact that consumer behaviours are changing as awareness of contactless payments grows.” Mark Austin, Vice President – Head of Contactless at Visa Europe, said: “With contactless spend in the UK growing five fold in the last twelve months, Lidl’s roll out of the payment technology is great news for Visa cardholders. We’re delighted to see monthly contactless spend increase to £45.2 million in June 2012 as consumers become increasingly confident with making every day contactless payments.”

NEWS

#ADULT BBFC replaces IMCB as the regulation framework provider for mobile internet content the british board of Film Classification (BBFC) has, as of the 2 September, taken over from the Independent Mobile Classification Board (IMCB) in providing the independent framework that underpins the Mobile Operators’ code of practice, established in 2004, for the self regulation of new forms of content on mobile. The Classification Framework enables mobile operators to restrict access to their commercial content that is unsuitable for customers under the age of 18. The Framework is applied to commercial content such as: video and audio/ video material; or mobile games. The framework is also used by the mobile operators to calibrate the internet filters that parents can use to restrict content accessible by children via a mobile operator’s internet access service. Hamish MacLeod, chair of the Mobile

Broadband Group, commented: “We are very grateful for the excellent work that the IMCB has done over the last 8 years to support our code. However, with customers increasingly consuming content via mobile networks, we feel that the BBFC’s unparalleled expertise will be best suited to provide us with the independent framework and guidance for the future.” David Cooke, Director of the BBFC said: “We are pleased to be able to use our experience and expertise, including the insight we have into public opinion about what kind of content is suitable for under 18s to help Mobile Operators to restrict access to content accessed via mobile networks by those under 18. Parents are concerned about the content children access via mobile devices and the BBFC Framework takes into account the same issues the BBFC con-

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siders when age rating a film or DVD, such as strong language, violence, drug use, discrimination, sex and nudity.” However, many in the telemedia industry have expressed concern that this will simply put all content with any adult themes behind an age restriction barrier, even content deemed ‘mid-shelf’ such as Lads’ mag content since the BBFC works by counting the number of instances of nudity, swearing and violence relative to the whole film length. There are also grave concerns that a ‘two tier’ content melee may emerge, as new content gets categorized by the BBFC, which it struggles to re-categorise the millions of clips already available on the mobile web.

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NEWS

#PAYMENTS PayPal’s ‘check in’ for payments arrives on the British high street consumers can now make payments on their mobile phone and be recognised by their first name and picture. A dozen businesses in the high street, including cafes, restaurants, shops, a hotel and even a fish and chip shop are now embracing cutting edge technology to allow their customers to pay with PayPal – while giving a more personal service. The Richmond breakthrough comes with the PayPal app for iOS, Windows OS and Android phones, which let customers check in to pay. The app highlights nearby shops and restaurants that accept PayPal; the customer then checks in to the shop by clicking on the retailer and pays by simply sliding a pin down in the app. Once a customer has checked in, their name and photo appears on the shop’s payment system, and once the customer agrees the

amount to be paid, the cashier charges them by clicking on this image. The customer gets an alert on their phone to let them know how much they’ve paid, as well as PayPal’s usual email receipt. The Richmond check in pioneers include Cook & Garcia, The Farmery, The Tea Box, The Bingham Hotel, Revolution, Caffé Paolo, The Cedar Coffee Shop, Urban Diner, Pier 1 Fish and Chips, Noble Jones, Hill Café and Knot Coffee and Pretzel. Richard Garcia, owner and proprietor of Cook and Garcia café on The Quadrant opposite Richmond station, said, “We’ve been using PayPal’s check in service within the business for several months, and have found it really efficient. Customers don’t have to worry about having cards, cash or change, just their phones - it is the quickest transaction through the till, which means

less queues and we never have to turn down a sale, both of which are great for business” Ismail Ahmed, the co-founder of The Farmery frozen yogurt store, also on The Quadrant in Richmond, said, “Using check in on PayPal’s app is easy. Lots of our customers have a mobile phone, and are familiar with using apps on their phones. What’s better is that we didn’t even have to change anything about the way we run our business – we’re still using the same tills and system, including iPads and iPhones to operate the technology. All the customer has to do is check in on their phone, we see them on our system and we can just charge them – they can even check in before they get to the shop for their frozen yoghurt, saving even more time.” Rob Harper, Head of Retail Services CONTINUED ON NEXT PAGE >>

NEWS at PayPal, said, “PayPal first brought ‘pay by mobile’ to the UK high street two years ago. Through our Richmond initiative, we’re pleased to help local businesses of all sizes offer a new more personal experience, while never having to turn away customers who don’t have enough cash on them to pay. Now locals in Richmond can leave their wallet or purse at home and be the first in the country to use their profile picture to pay. “This is another step on the journey towards a wallet-less high street, where customers will be able to leave their wallet or purse at home and pay using their phone or tablet. We predict that by 2016 this will become a reality.” Rob adds, “Our Richmond initiative shows that innovation is alive and well on the British high street.” To watch a video of the new check in feature, click the picture (right)

NEWS

#DATING Online dating booms in UK with Polish dating having the most pulling power uk consumers made more than 682,000 online dating-related web queries in June, finds a new report from leading independent digital marketing agency, Greenlight. In terms of culture and preferences-related searches, the research reveals that those pertaining to Polish dating proved to be most popular. The agency’s first quarterly ‘Online Dating Sector Report – Issue 1’ profiled consumer online dating search behaviour, revealing the most popular search terms consumers used on Google UK and how these varied by desktops and mobile devices. The research also analysed which websites, advertisers and brands were most visible to those searches. According to Greenlight, whilst the majority of online dating-related searches were made via desktops, a whopping 36% were made using mobile devices. Greenlight’s report shows free dating

websites were a popular draw, making up 15% of searches via laptops and 26% on mobile devices, with the term ‘free dating sites’ proving most popular across both. Queries for senior-related online dating were the most dominant in terms of age-related queries. ‘mature dating’ was queried 22,200 times accounting for the majority – 49% of searches made on desktops and 50% (4,400) on mobile devices. Location-wise, London was the most popular spot on laptop-made searches with the term ‘speed dating london’ queried 4,400 times. ‘london dating’ followed then ‘dating london’. However, on mobile searches, it was somewhat different. Whilst ‘speed dating london’ prevailed, ‘NZ dating’ was the second most queried term, followed by ‘speed dating manchester’. Queries pertaining to culture and preferences made up 15% (101,230) of overall online dating-related searches and the key-

word ‘polish dating’ came out tops on both laptop and mobile searches, accounting for 25% and 16%, respectively. It was followed by ‘asian dating’, then ‘christian dating’. ‘dating for parents’, ‘disabled dating’ and ‘single parent dating’ also featured prominently. The most visible sites overall for online dating-related searches in the organic listings* were telegraph.co.uk, eharmony. co.uk then freedating.co.uk, attaining a 46%, 40% and 37% share of visibility on desktops, respectively, and 56%, 55% and 47% on mobile devices. In the paid listings, top10bestdatingsites. co.uk was the most visible advertiser on desktops achieving a 46% share of visibility. It was followed by match.com with 44%, and zoosk.com with 39%. It was different on mobile devices with zoosk.com commanding a 70% share of visibility. match. com followed with 51% then top10bestdatingsites.co.uk in third with 50%.

NEWS

#PRS Digital Select revamps SMS chat platform and sets up direct BT interconnect leading PRS provider Digital Select has secured a direct interconnect into BT at Telehouse in London Docklands, and has revamped its SMS platform to offer customers big and small faster and lower cost premium rate numbers and a host of innovative SMS services. Digital Select is in the process of porting all its OFCOM numbers to the interconnect and is expecting to start offering services mid-September. The direct BT interconnect means that the company can build its own IVR and services rapidly and accurately. It also means that Digital Select gets the full interconnect rebate, which it can pass on the improved commercials to its customers, offering lower costs and higher rebates. The interconnect and IVR can also run all manner of specialist set ups, includ-

ing free intro messages for PRS numbers, so that consumers aren’t charged to listen to the pricing information before the services starts. “This is quite unique in the market and is a great USP, along with lower costs, of our services,” explains Digital Selects Shaun Freeman. “And locating at Telehouse in London Docklands means we have very resilient redundancy so we can absolutely minimize the risk of any down time.” While the company has been working on the BT direct interconnect deal, Digital Select has also been revamping its SMS platform, making it faster and much more manageable by users running chat services, competitions, voting and other services. Among the key new features on offer is the ability to manage service set ups on the fly, such as clients creating

their own competitions, and to get stats instantly at any point. It can also automatically pick winners in competitions as soon as the closing deadline has been hit. “This keeps the picking of winners completely independent and rapid,” says Freeman. “ The SMS platform also features a master account login for company level, sub accounts for operators (and operator overview stats), as well as letting operators be assigned to certain keywords/ services, or a mixture/all keywords. “The SMS Chat platform can operate on a Dedicated or Shared SMS Short Code - allowing you to setup this service without the fees of a dedicated code,” says Freeman. “The whole SMS platform rebuild is based around speed: speed to create services, speed to change services on the fly, speed to pick winners and speed to get stats.”

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NEWS

#DEVICES Mobile penetration doubles in a year and sales through m-commerce skyrocket the percentage of online sales completed through a mobile device (smartphones and tablets) has doubled in the space of a year according to figures from IMRG and Capgemini, illustrating just how quickly the popularity of using mobile devices for online shopping has grown. In Q2 of 2012 the percentage stood at 11.6%, but by Q2 of 2013 it had exactly doubled to 23.2%. Over the same period the percentage of online retail site visits through mobile devices has also shot up sharply, from 21.1% in Q2 2012 to 34% in Q3 2013. IMRG and Capgemini have been tracking sales through mobile devices for over three years, during which time its penetration of online sales has grown by more than 2,000%, with the penetration of online retail visits via mobile devices growing by 1,100%.

The switch in device types used for internet access appears to have had a knock-on effect for bounce rates however. At the beginning of 2010 over 97% of retail site access was through a desktop. Over the subsequent three years, as mobile device access began to grow rapidly, the bounce rate rose from 21.7% in 2010 to 23.7% in 2011, before reaching 27% in 2012. Year to date in 2013, the bounce rate is 26%. Tina Spooner, Chief Information Officer at IMRG explains: “There appears to be a correlation between the surge in mobile commerce over the past 3 years and the rise in visitor bounce rates on e-retail websites. While consumers have generally become more confident in using their mobile devices as a shopping tool, the latest data suggests they have also become more demanding.

“Higher search volumes will inevitably result in an increase in bounce rates as shoppers will often compare products and pricing across several brands. However, by offering an engaging and relevant experience for customers across all channels retailers will ultimately achieve the end goal of higher conversion rates and an increase in customer loyalty.” Chris Webster, Vice President / Consumer Products and Retail, Capgemini adds: “The record high levels of online sales via mobile devices corresponds with record high rates for click and collect, which now stands at 16% of all eCommerce orders. This correlation of mobile ordering and location flexible collection is at the heart of the mobile internet and the impact it will have on consumer behaviour. Maybe we are truly entering the Martini age - anytime, anyplace, anywhere”.

NEWS

#MEDIA Blippar gives “breast of both worlds” to lads mags blippar is offering a novel solution that will suit both sides in the debate over whether lads’ mags should cover up the scantily clad women that feature on their front pages. The prudish amongst us need only ‘Blipp’ the front cover of each magazine to reveal a selection of overlaid images presenting a more ‘modest’ dress code for the ladies in question. Ordered yesterday by the Co-operative to sell their magazines in modesty bags or risk being removed from sale, lads’ mags such as Zoo, Front, Loaded and Nuts have six weeks in which to comply. In the meantime Blippar, the pioneering mobile visual discovery and augmented reality app, has ‘got it covered’ and suggests complainants simply Blipp the magazine to bypass the offending images.

Jess Butcher, CMO and co-founder of Blippar, explains: “We’re not here to take sides in the debate, merely offer people the best of both worlds in a fun and entertaining way. The app allows people to turn a static front cover into an interactive experience, providing those of us that are easily offended with the opportunity to ‘cover up’ the images in question.”

#BILLING txtNation signs deal with Swisscom for teir 1 SMS txtnation has signed a deal for brand new direct operator billing connectivity in Switzerland for txtNation clients, giving us exclusive access to consumers via the country’s largest operator, Swisscom. As part of txtNation’s strategy for delivering first tier SMS messaging on a global scale, the addition of Swisscom will mark a significant expansion of the company’s European operations. With agreements now in place, the company plans to integrate the new Swiss service by the end of this year, providing txtNation’s clients with access to the country’s largest user base. Talking positively of the expansion,

Michael Whelan, txtNation’s CEO, says: “The Swisscom deal is a positive further sign of our commitment to direct carrier relations, providing businesses with another channel for premium messaging and billing on a superb MNO. We’ve worked hard to get Swisscom aboard and we’re hard at work now to integrate them into our platform.” txtNation has invested heavily in direct connections to the world’s mobile operators, continuing a trend that has seen lucrative first tier access to markets across Europe, including Ireland, Norway, Belgium and Sweden. Switzerland is another step in the company’s strategy for global reach.

NEWS

#TECH ImpulsePay chooses C3’s Fusion IVR software for enhanced call handling capability IMPULSEPAY, the UK’s leading Payforit provider, is using C3’s Fusion IVR to develop interactive consumer assistance as the company undergoes a period of expansion, with new merchants coming on board and Payforit transactions increasing month-on-month. The company, pioneers of the Payforit mechanism, was already using a competitor’s IVR solution but that didn’t provide the granularity of control, or the flexibility, that ImpulsePay required as a dynamic and growing business. “Fusion IVR offers us significant functionality, at the same time as being incredibly easy to use” says Adam Williams, Chief Operating Officer at ImpulsePay. “This means we can quickly launch advanced voice services and change them at the click of a button. That level of flexibility is important to us as we continue to grow the business.”

With Payforit gaining real momentum, ImpulsePay has been working on new developments, such as enhanced single-click payment, which has helped merchants significantly increase their mobile revenues. The company has also been busy expanding its customer services team to ensure quality of support remains high as the business continues to grow. “We are always working hard to make sure ImpulsePay provides the best Payforit offering available.” says Adam. “An increase in overall capacity, as well as heavy investment in our server infrastructure, means we’re able to provide the most robust Payforit solution on the market.” ImpulsePay is deploying Fusion IVR as a hosted service, initially to develop intelligent scripts for its customer service lines.

Meanwhile, Unloc, a specialist in cloud-based industry solutions, is using C3’s Fusion IVR Software to develop new services for its target markets in Real Estate, Education, Healthcare, Hospitality, Banking, Insurance and Retail. Unloc, whose name stands for Universal language of communication, specialises in Vertical Applications as Service (VaaS) solutions that improve business processes within specific industry segments. Deploying its vertical applications worldwide is a strategy that Unloc is committed to. The company is currently using Hosted Fusion IVR to develop a unique selfservice application for its customers in the UK Real Estate market, which will be rolled out to the United States, Australia, New Zealand, Singapore and Dubai.

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OPINION

FROM THE EDITOR

Now is the winter of our discontent? And unlike the bard’s couplet, it won’t be made summer in any way shape or form: Onerous regulation from the Payment Services Directive to the British Board of Film Classification – not to mention affiliate marketing – are all set to shake up the industry, worries Paul Skeldon welcome back from the long hot summer. And much has been happening while we have all been away – things that are likely to really shake up the telemedia world. As you have already read in this issue the issue of misleading affiliate marketing campaigns has become a gathering storm, with many telemedia companies getting in hot water for something that is, largely, beyond their control. But if that wasn’t enough, the European Payments Directive is set to potentially play havoc with the telemedia value chain, with AIME estimating that it could halve the amount of money made by the sector should it come into force. And on the back of that, this month has also seen the switch to the British Board of Film Classification as the arbiter of what is and isn’t ‘adult’ content on mobile – something that is likely to have enormous repercussions across the industry and marks a new low in the UK governments seeming war on adult services, coming as it does just weeks after plans to make online access to adult content something that you have to opt in to, rather than block. All these things together mark a perfect storm for the industry and come at a time when the recession’s effects are really starting to bite with consumer spending. So why is all this happening now? It seems that every few years things get an almighty shake up. We had the change of regime at PPP a few years ago which brought about a much revamped template for regulation – which was widely welcomed and which seemed to be working well. Now, several years down the line and it seems that the powers that be (and by that I don’t mean just PPP, but across the whole quasi-governmental world of regulation) seems to have itchy feet to change things again. Regulation is one of those topics that is, like payments technology, taxes and what to have for dinner, ‘boring but important’ and it seems that we are in for several months – or, in the case of the payment services directive, years – of uncertainty and upheaval. The affiliate marketing issue is perhaps the easiest one to deal with: it needs some guidance and it needs the industry and regulator, the ad networks and affiliates to work together to devise tools and a framework to avoid the issue. This can be easily achieved round a table and World Telemedia Amsterdam will see this process begin with a special session on the subject. AIME is also planning to do its own workshop to get some clarity. But the classification of mobile content is another kettle of fish altogether: not least because it is now in place and is something of a fait au compli. How BBFC is going to have the time to classify the tens of millions of clips already out there remains to be seen, but we are in for interesting times. Again we will be looking at this topic in Amsterdam. The Payments Services Directive, however, is perhaps the most onerous of all these pressures. If ratified and put in place it could see whole swathes of the telemedia/m-commerce value chain come not under the watchful eye of PPP and its rules, but the FSA. There may be some good things in this, but the fact that under FSA rules monies have to be passed down the value chain within a day could open up telemedia to some spectacular scams. While the sun is still shining as I write this, dark days could well lie ahead. Editorial Editor Paul Skeldon paulskeldon@me.com | Sales & Marketing info@telemediamagazine.com | Production Director Annika Micheli annika@telemediamagazine.com | Publisher Jarvis Todd jarvis@telemediamagazine.com To subscribe, please go to www.telemedia-news.com What we’ve been listening to In Love – Peace | What we’ve been amused by Family Tree | Who we’ve been following The impeding war in Syria/World War 3 | What we’ve been reading about War, destruction, the end of capitalism – and footabll| Sept 2013 will bring... iOS7

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OPINION AIME

Payment services

DIRECTIVE

AIME identifies a potential £229 million loss to UK Telemedia industries should proposed changes to the European Payment Services Directive be ratified. Other EU countries will also be affected unless credit card payments sit alongside mobile operator payments inside your digital or telephony based service you would probably have paid scant attention to a mighty tome called the Payment Services Directive issued in 2007 from the European Union or even the perimeter guidance issued by the FSA in 2009 and rightly so. An exemption placed into the document effectively carved out payment services offered by fixed and mobile networks from the requirement to become registered as Payment Service Providers and allowed them to continue to operate premium rate services as normal, as long as certain conditions were met. These conditions were easy to meet for premium rate services as the name itself implies that the telecommunication provider was not solely acting as a payment intermediary but was “adding value”. Becoming a Payment Service Provider would not be an easy thing to do for any telecoms operator as it would require splitting the financially regulated payments (for 090, shortcodes, Payforit etc) away from the telecoms regulated consumer account and making significant changes to accounting and capital provision practices. It would also mean significant changes to how the service supply chain is regulated as well. Six years on and in the face of significant technological changes across Europe to payment processing and rapid consumer adoption of different electronic payment methods, a review of the whole directive has resulted in tightening up of the current exemption, the equivalent to a nip and a tuck but not so glamorous. AIME immediately spotted three potentially significant issues that could result in a 30 to 50% decline in the range of premium rate services available to consumers with the subsequent collapse in associated companies by end 2014. Magnify that across Europe and the effect is catastrophic. The new exemption, as it reads, is only for digital content, purchased as an ancillary service to the telecoms provider’s service, of no greater than €50 per transaction and no greater than €200 per month aggregate per consumer. Our initial concern is that there are a lot of third party services that consumers pay for through their telecommunications bill that are not digital. Directory Enquiries perhaps, chat, international call time, TV competitions. In fact, anything that is voice based. Our second concern is the use of “ancillary”. We believe that EU meant the payment service was ancillary to the telecoms provider’s business, but the actual wording says “....purchase of digital content as ancillary services...”. While we believe that

a good lawyer could argue around intent, it would mean the Telecoms provider would have to be in a court room to prove EU’s intent versus interpretation. Non ancillary services would include charity donations, virtual currencies, TV interactivity, chat, dating, gambling etc. Our third concern is the monthly cap on expenditure by consumers. While there is only a very small percentage of consumers that happily go beyond €200 per month on services, to impose a cap would require every originating operator to perform significant billing system changes. AIME has issued a white paper showing the effect that this change to the exemption could result in a £229million annual loss to industry from 2015 onwards, high potential for decimation of the Telemedia industry and removal of the wide variety of services that consumers are enjoying. It would also have a significant effect of depriving young and unbanked consumers from their only route to digital commerce. AIME is spearheading a campaign on behalf of our Telemedia industry for the UK government to lobby Europe either for changes to the proposed wording or to issue guidance to UK industries that details a supporting interpretation. As the PSD has a cross border impact, AIME is also contacting similar trade bodies in Europe to gain their views. If you feel your company could be affected by the proposed PSD exemption wording, please contact AIME (psd@aimelink. org) to discuss how you can support us further. Collective representation and weight in numbers will add significantly to the influence we can bring to bear on the UK Treasury and the EU. We would also welcome an introduction to any relevant European contacts that would be interested in working with AIME. The full AIME White Paper can be downloaded from http://aimelink. org/initiatives/PSD_Whitepaper.aspx

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OPINION MARKETING

Shares before likes

VANITY INSANITY

With the rise in social marketing, the idea of vanity metrics – the number of likes you get – is gaining creedance. But it shouldn’t, warns Rupert Staines, Managing Director UK and Europe, RadiumOne UK. It should all be about sharing never before in the world of online media has the phrase “sharing is caring” been more relevant, and marketers are beginning to realise it. Far too often, the success or failure of a campaign is measured on the number of likes and follows it generates. Using these so called vanity metrics as a standard needs to stop as they only tell a small part of the story. Content shared is much more valuable. Likes and follows are a passive, almost thoughtless, gesture whereas a share implies a certain level of endorsement – far more valuable for businesses. In their own right, vanity metrics aren’t a bad thing. The problem is that they are frequently used when a share would be far more indicative of return on investment. A like or a follow is effectively an opt-in for future messages and each one increases the reach of future messages by one, provided they continue to like or follow the brand. It tells us little more than that a consumer enjoyed a post and pressed a button, requiring only slightly more commitment than doing nothing at all. On the other hand, a share exponentially increases the reach of content to all of that user’s connections. Shares are more valuable for a number of reasons. Firstly, shares mean content is distributed far more widely and these additional impressions can be highly valuable. Secondly, if a user is going to make the additional effort of sharing content, it implies endorsement – these potential customers are telling their social connections that they believe your content is worth the attention. It’s the power of word of mouth, except now it can be tracked and measured online and you can start to see what part it really plays in the customer journey. Thirdly, there are technical benefits to shares over other metrics - although changeable, Facebook’s News Feed algorithm gives around 1,300 per cent more weight to shares than likes when it comes to activities shown near to the top of a user’s feed, meaning that the content is massively more visible on the network when shared. This weighting can be crucial in ensuring that your content cuts through the chatter and noise. This makes it vital that web pages and ad creative provide users with easy ways to share directly to Facebook and other social networks in as few clicks as possible. To put it bluntly, shares are worth more in terms of ROI than a like or a follow. Eventbrite has carried out analysis of its internal data on the value of a social share for its customers, finding

that each share generates an average of $3.23 in ticket revenue across all networks. Compelling stuff, but it doesn’t end there. By tracking shares across networks and the internet as a whole, it becomes possible to create a picture of a user’s interests and purchasing habits over time. This in turn enables advertisers to better target relevant audience segments with pinpoint accuracy – ensuring that the adverts served are both timely and relevant. After all, it’s no good serving ads for a pair of trainers that have already been purchased – or a leather jacket looked at just once on a whim. Beyond better targeting at an individual level, we can extrapolate the interests of a user’s social connections through their sharing habits and serve adverts that are likely to be of interest to those users as well. This combines the exponential reach of a share with the power of relevancy in real-time. The impact this can have from an advertising perspective is truly exciting and the impact it can have on conversions is astonishing. It’s high time that we, as an industry, turn our backs on vanity metrics and look at metrics which really add value and contribute to sophisticated campaigns.

ANALYSIS

DEVICES

End of an era

FAREWELL NOKIA? So the last European handset maker is going, swallowed up by Microsoft. But while it's the end of an era, Paul Skeldon takes a look at what it really means for the mobile ecosystem and whether it really can challenge Apple, Google and Samsung in a move that marks the end of any real mobile hardware design in Europe, Microsoft is buying out Nokia’s Devices & Services business in a deal worth £4.6billion (€5.44billion). Microsoft hopes that the deal will help it catch up with rivals Apple and Google in getting its Windows mobile OS taken seriously by consumers and developers. In an open letter from outgoing Microsoft CEO Steve Ballmer and now-outgoing Nokia CEO Stephen Elop, an exMicrosoft man himself who many believe was brought on board to engineer such a deal, the pair said the move marked a “moment of reinvention”. This is something both companies need desperately, having rested on their respective laurels for far too long and found themselves struggling in recent years, in markets they both used to dominate. “With the commitment and resources of Microsoft to take Nokia’s devices and services forward, we can now realize the full potential of the Windows ecosystem, providing the most compelling experiences for people at home, at work and everywhere in between,” the pair said. Microsoft will acquire all of Nokia’s Devices & Services business, including the Mobile Phones and Smart Devices business units as well as personnel amounting to 32,000 staff, and operations including all Nokia Devices & Services production facilities, Devices & Services-related sales and marketing activities, and related support functions. The operations that are to be transferred to Microsoft generated an estimated €14.9bn, or almost half, of Nokia’s net sales for the full year 2012. Nokia’s CTO organisation and patent portfolio will remain within the Nokia Group, however, and the company will grant Microsoft a ten-year, non-exclusive license to its patents. Nokia will grant Microsoft an option to extend this mutual patent agreement to perpetuity. Microsoft has also agreed to a ten-year license arrangement with Nokia to use the Nokia brand on current Mobile Phones products but Nokia will continue to own and maintain the Nokia brand. Under the terms of the transaction, Microsoft has agreed to a ten year license arrangement with Nokia to use the Nokia brand on current and subsequently developed products based on the Series 30 and Series 40 operating systems. Upon the closing of the transaction, Nokia

would be restricted from licensing the Nokia brand for use in connection with mobile device sales for 30 months and from using the Nokia brand on Nokia’s own mobile devices until December 31, 2015. Nokia, for its part, will remain in the mobility space and actively develop products. The company plans to focus on its three established businesses: NSN, the network infrastructure and services firm; HERE, a mapping and location services firm which grew out of the €8.1bn Navteq acquisition and which launched a connected car offering last week; and Advanced Technologies, the patents and licensing unit. Microsoft will become a strategic licensee of the HERE platform, and will separately pay Nokia for a four year license. This revenue stream is expected to substantially replace the revenue stream HERE is currently receiving from Nokia’s Devices & Services business internally. But the news hasn’t been so widely welcomed in mobile land. Hours after the news broke, Microsoft’s share price dropped nearly 5% as many wondered as to the wisdom of the move. Rather than creating a more simple company that focuses on the enterprise like everyone wants, Microsoft seems poised to become an even bigger, more complicated company with more money-losing consumer businesses. Xbox barely makes any money. Windows Phone is a money loser. Bing is a money loser. Consumer PCs are in decline (though they make lots of money). Meanwhile, Office and Servers & Tools are growing, profitable businesses. “While enabling Microsoft to face industry rivals such as Apple, Google and Samsung on more equal terms, it also represents an indicator for the future of consumer tech industry more generally and a symbolic end to the mobile phone industry we’ve known until today,” believes Tony Cripps, principal device analyst at Ovum. “Nevertheless there is still much to resolve if the acquisition is really to have meaningful impact,” warn Cripps. “While Microsoft and Nokia have jointly been increasing the money flow through the Windows Phone marketing faucet of late it will take mega bucks to take on Apple and Android head-cheerleader Samsung for marketing volume and volume shipments. We need to see that kind of commitment coming before we can really count Microsoft in the same league as its two main competitors.

ANALYSIS DEVICES

But this is only the beginning of a real change in the mobile ecosystem. The market has moved from a product to an ecosystem battlefield. In this new world, phone makers need to excel in the hardware and design, but more importantly they need to excel in the user experience, as well as services and content offering, which is extremely cash demanding. Moreover, as smartphone penetration continues to grow, manufacturers will only be able to increase their sales by attracting users from competitors, which requires huge investments. Nokia realized it didn’t have the financial resources to become the third alternative to Apple and Samsung in the smartphone segment. Instead of waiting to see whether that would change and eventually risk running out of cash, it decided to sell itself to the only company really keen to invest in Windows Phone. “We will probably see more agreements like this one in the future,” says Francisco Jeronimo, Research Director, European Consumer Wireless and Mobile Communications, IDC EMEA. “The time for pure-play vendors has ended and the remaining ones haven’t understood that yet. The market will become more concentrated as economies of scale are important to survive in a market where profits will come from several slices of a pie rather than one single business, particularly if that business is hardware. Mobile phone vendors will realize that the only chance to succeed is by merging with content providers, with bigger manufacturers, or less likely with an operator or a large retail chain. Whatever form it takes, concentration is key to survive as margins will continue to be squeezed by the dominant players. While Nokia has realized that and is taking action, others will continue to see their financial situation deteriorate and will take the same decision when bankruptcy is a reality.” However, the deal doesn’t automatically make Microsoft a shoe-in for the coveted third place in the smartphone mar-

ket. According to Analysys Mason Principal Analyst, Ronan de Renesse, The acquisition will have a limited impact on the smartphone market in short/medium term. Nokia and Microsoft have been working hand-in-hand for two and a half years on the Lumia device range and de Renesse doesn’t expect the acquisition to fundamentally change the Lumia team and its product roadmap for the next 12 months. “The biggest opportunity for Microsoft is in the non-smartphone space,” says de Renesse. “Microsoft will gain a foothold in developing market via Nokia’s non-Lumia device portfolio; 45.5% of Nokia mobile device shipments went to Greater China, Middle East & Africa and Latin America in 2012. This strengthen Microsoft’s position versus Google in connecting the next billion people.” And there are other advantages, believes Ovum’s Cripps.“Microsoft has some areas of definite advantage over its rivals across this vast battleground, especially in gaming (via Xbox), in consumer-business crossover services such as VoIP (Skype) and in the ease of integration of Windows Phone with its own Office 365,” he says. “Moreover, we shouldn’t forget its huge global installed base of PCs, which are as much a part of the complete picture as smartphones, tablets and online services. Cripps continues: “What is almost for certain is that beyond Apple and Google, Microsoft is the best equipped of today’s consumer tech giants to be able to put all the requisite pieces in place to succeed long term. Execution is another matter though and Ovum needs to see sustained progress in Windows Phone shipments over the next three or four years – 15% market share is a good target to aim for – to be convinced that Microsoft can establish itself as a real consumer tech market maker rather than a follower. “The heat may be off for Nokia’s shareholders but for Microsoft’s investors the fire is only just being stoked.”

ANALYSIS

WORLD TELEMEDIA AMSTERDAM

Destination Amsterdam BUilding on the success of the Marbella event last spring, World Telemedia Amsterdam is now gearing up to deliver a wider range of insight, learning and case studies for the industry, that this time will see drill down into not only the vertical markets where telemedia can be put to use, but also in looking inwards and the very workings of the industry in turbulent times. Outlined here is the beginnings of the show programme and of course a call for your input to make it the show that you want it to be. This year we are majoring on the issues facing the telemedia industry – particularly the issues around international markets, traffic and of course fraud, crime and arbitrage. We will of course also be looking at how telemedia technology is being used in everything from chat and dating to retail, gaming and marketing. The event will also feature, running alongside it, the second mAdult Summit, looking at how to capitalize on growing numbers of smartphone users if you work in the adult business – both from a content point of view and a billing and service provision environment. LEARN • DISCUSS • INSPIRE  Everyone attending the conference at World Telemedia Marbella should leave having learned something new, discussed their key issues with colleagues and been inspired (or inspired themselves) with some of the most innovative uses of technology in the premium communications space. To

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ANALYSIS

WORLD TELEMEDIA AMSTERDAM

DRAFT AGENDA TELEMEDIA BUSINESS OPPORTUNITIES

VERTICAL MARKET OPPORTUNITIES

mADULT SUMMIT

STATE OF THE TELEMEDIA MARKET Telemedia services are changing as consumer demands, devices and the way the international telecoms market changes. We kick off with an overview of where telemedia has been and where it is heading – and what opportunities it offers.

OPPORTUNITIES IN TV, PRINT AND MEDIA • Latest trends in Print, TV, radio and media interaction • Where social media fits in with telemedia monetization • Revenue models • Upselling from freemium models • Exploiting second and third screening • Exploiting online services

BUSTING THE MOBILE MYTHS • Mobile cannibalises online and DVD revenues • Mobile doesn’t have a great business model • Operators take too much of the money • Mobile isn’t the ideal platform for consuming adult • The tablet will save the industry • Its now all about selling to couples • Chat, dating and flirt services are the only things that work on mobile

IPRS • International PRS market opportunities • Assessing pan-national regions such as the Middle East for single number services • Arbitrage and traffic security • International SMS payments

RETAIL & COMMERCE THE CASE FOR MOBILE • Latest trends • Market opportunities for what you do • What retailers are looking for • • Mobile revenue forecasts • Consumer behaviour • Mobile device penetration • The What consumers want operator perspective • Using mobile to cross sell online and other channels • How mobile GAMES & GAMBLING OPPORTUNITIES FOR IPRS IN WHOLE• What games companies, gambling opera- can drive up traffic • New partnerships, SALE MARKETS tors and events companies are looking for providers and value chains • How does wholesale affect your IPRS • The opportunities in payments, ticketing business • How does traffic flows globally and service delivery • Market opportunities REAL MOBILE STRATEGIES & CONTENT • How to avoid hijacking • How wholesales for your existing tech • A breakdown of the value chain for adult markets are changing • What opportunites on mobile • How different business models these changes offer service this value chain • Options for going ADVERTISING AND MARKETING • Latest technology • Consumer interaction mobile – m-sites, apps, affiliates or mix and BUSTING THE AFFILAITE MARKETING with ads • Social media • Traditional teleme- match? • Licencing versus direct to conFOR PRS ISSUES sumer • Local versus global • Macro versus dia in new roles With record fines for the UK industry and micro • Breakdown financials • Working with confusion as to who is responsible for han- TICKETING & LIVE EVENTS operators dling affiliate marketing – and paying for • How to use SMS, PSMS, IPRS and more breaches – we get the key players together to create interactive offerings around live MOBILE PAYMENTS to discuss the issue. • Credit card versus mobile billing • Overevents • Where M2M SMS helps ticketing PLUS special invite only ‘closed session’ services • How to create marketing and rev- view of the different mobile payment tools lunch to really get into the issues enue opportunities with mobile telemedia available • Direct operator billing verses third party tools • Economic flow of mobile around live events • Extending the event NEW TECHNOLOGY SCAMS AND FRAUD beyond the confines of time – and how to payment and getting a share of profit • • What the new frauds are • How to overCommercial relationships through paymake money from it come them • The role of regulation • Where ments • How to manage a global mobile technology fraud goes next offering • How to service markets that don’t CHAT, DATING & SOCIAL MEDIA • What are the trends in chat and dating… have credit card • Reaching the unbanked • BEATING THE TRAFFIC HIGHJACKERS • … and what do they mean for traditional VAT and the UK market (PayForIt) • Traffic flow and where the jackers fit in telemedia players? • Where are the new op• How hijacking works • How to prevent portunities… • … and how can you exploit hijacking these openings? • What role does telemedia play in social media P2P interaction? • where M2M PSMS OPPORTUNITIES Chat and dating fits in with other verticals. • Tracking everything from packages and vehicles to your kids • How to monetize BILLING & PAYMENTS tracking applications • How to use SMS to • Latest trends in billing, payouts and billing generate communication between systems services across platforms • How consum• How SMS can be used to update social me- ers are using payments • Where Bitcoins dia sites • Using SMS to pay for web access, and other virtual currencies fit in • Mobile Got a better idea of things we can access to venues and any other ‘content’ • wallets? Really? • Payforit4 verses other paycover? Consider yourself or your SMS as a verification mechanism ment tools • where telemedia billing fits in company a thought-leader on any of with Apple, Amazon and PayPal the above? CALL MANAGEMENT SYSTEMS Get involved. • What’s on offer call management-wise • PAYFORIT4 SPECIAL WORKSHOP To propose speakers or subjects, How to do it on a budget • Do it yourself Our team of PAYFORIT4 experts set out to contact paulskeldon@me.com or outsource… • … and what are the ROI show you how the payment tool has develimplications on doing each? • How do you oped, where it is set to go next and what it build your own call management system? offers all vertical markets.

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ANALYSIS

WORLD TELEMEDIA AMSTERDAM

Xxxxxx

each year it seems another person in our industry feels the terrible effects of cancer, but on the 8th February this year, the Telemedia world felt a collective sense of loss at the news that our dear friend Alex Ruff had died aged 45 after an 18 month battle with cancer. Alex had been the life and soul of numerous World Telemedia events (parties) – many of which have of course been held in Amsterdam. So after consultation with his family and in response to the many individuals that have approached us , we’d like to dedicate this year’s show to his memory and launch “The Ruff Riders Appeal” to support The Bobby Moore Fund for Cancer Research UK which raises money for research into bowel cancer. Starting on Tuesday 15th at Telecom 2’s offices in Canary Warf, London, representatives from a wide range of Telemedia companies will embark on an epic 210km bike ride to Amsterdam. There will also be a second meeting point approximately 10km outside of Amsterdam where additional participants can join the group on rented bikes, taking a canal side ride route through Vondel Park and into the city. We have also extended an invitation to Alex’s many friends and

colleague across mainland Europe to coordinate a similar event on his beloved motor cycles. Both groups will complete their journey at the NH Barbizon Palace Hotel at exactly 17:30 on the 16th October – where gathering supporters will cheer them all home in time for “WELCOME DRINKS. World Telemedia 2013 will officially open later that evening. All participants and supporters will be asked to wear CURLY WIGS in homage to Alex’s own unique image – providing us (and Alex’s family) with some unforgettable photos to enjoy for many years to come. FREE DRINKS will only be given to those wearing a curly wig! • BECOME A RIDER 190km or 10km • SPONSOR THE RIDERS • PROMOTE THE APPEAL • WELCOME WITH A WIG. Please note this event is not exclusive to World Telemedia attendees, so please do spread the word throughout your personal and professional networks.

SCHEDULE & ROUTE

TUES 15 OCTOBER 130km London to Harwich 10:00: start from Telecom2 office, 1 Canada square, Canary Wharf London 18:00 - arrive in Harwich (meet at The Mayflower pub for dinner) 21:00: board the ferry (departs 23:00)

WEDS 16 OCTOBER 80km Hook of Holland to Amsterdam 08:00: depart the ferry, Hook of Holland 13:00 - lunch in Noordwijk (Pub tbc)  16:00: 10km riders meet in Schiphol for canal side ride through Vondel Park and into Amsterdam 17:30: arrive “wearing wigs” for Welcome Drinks

ANALYSIS

WORLD TELEMEDIA AMSTERDAM

SPONSORSHIP & TERMS • Individuals can Donate Here • WT Event Pass – if you are attending please don’t opt out of the €30 addition • Corporate (Rider) - cover your rider costs and get corporate credits • Corporate (Event) – The Welcome Drinks will not be for profit so corporate credits will be available in exchange for contributions COST £250 • Ferry crossing (Captain’s cabin 1st class) • Support vehicle with spares and refreshments • Transport back for your bikes •Free drinks for “wig wearers” at the Welcome Party ADDITIONAL COSTS • 2 lunches and one dinner •“Ruff Riders Team Jersey” with all company and charity logos (£tbc) • Buy your wig here:  http://www.wonderlandparty.co.uk/ Wig/Afro-Wigs-Unisex/Afro-Wig,-Mega-Huge-112194.aspx (£4.64)

10km COSTS TBC • Costs will cover bike rental and transportation to meeting point • Meet here for canal side ride through Vondel Park and into Amsterdam:  http://www.restaurantmeerzicht.nl/Nederlands/ Contact-en-route.html TERMS •All riders agree to raise a minimum of £100 worth of sponsorship • Riders may join at any agreed stage of the route if associated costs are covered

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The leading global specialist provider of cloud-based mobile data infrastructure and mobile technology

Contact: Tom Broadfoot, tom.broadfoot@imimobile.com Mob +44 (0)7500 700 665, www.imimobile.com

Digital Select Ltd

01x/02x, 0800, 0844, 0871, Premium Rate, IVR, SMS & International numbers.

Contact: info@digital-select.com, Tel: 02071939700 www.Digital-Select.com

Ahooly

Premium rate numbers; value added services; weekly payment; IVR; white labelled platform

Contact: Tel: +43 732 24 11 24; Mail: office@ahooly.com; www.ahooly.com

AGMO

Micropayments, Premium SMS, Premium Voice, Web Billing, Credit cards, Poland, Czech Republic, Hungary, Slovakia

Contact: Tel: +420 234 718 555, Email: info@agmo.eu www.agmo.eu

International Premiums

IPRN, IVR, Live Stats, Audiotext, Highest Payment, Daily Payment, Micropayment, Sierra Leone, Guinea, Somalia

Contact: info@interprems.com, Tel +961 1 795016 www.interprems.com

OpenMarket

Mobile Messaging, Direct Billing, IVR, Video Shortcodes, Location-Based & Mobile Crediting Services

Text sales to 88600 in the UK. Tel +44 (0) 20 8987 8855 www.openmarket.com/europe

Cheers International

Best UK Outpayments • Largest Range Price Points 0.5p to £1.53 • IVR • Numbers Accessible from Abroad

Contact: info@cheers.co.uk Tel: 0844 489 6446 www.cheers.co.uk/uknumbers4u

Crazy4Media

Mobile marketing, Mobile advertising, Online advertising, Video streaming, Mobile Databases

Contact: Alex Hind , Tel +34 954 98 08 48, alexhind@froggie-mm.com, www.froggie-mm.com

VoiceBlade

Provider of quality wholesale & retail telephony applications

Contact: Tel 0800 031 9141 or email sales@globaltelecall.com www.globaltelecall.com

Luv2Chat

Britain’s Favourite Live Chat Provider Great Hold Times, Unbeatable Retention

Contact: Richard Smallbone, Tel +44 (0) 1903 884245 Email: richard@luv2chat.com, www.luv2chat.com

Xonadu

White label providers of real text dating & sms chat. Real women = real revenue

Contact: Will Douglas, E. will.douglas@xonadu.com, Tel: 0333 332 0133 www.xonadu.com

Telemedia Industry Directory Masvoz

Spanish leading provider in Voice Services, Micropayments solutions & Sms services

Contact: Carlos Jiménez. 0034 902 500 807, carlos.jimenez@masvoz.es www.masvoz.es

Oxygen8

Global Billing, Communication & Mobile Services from Worldwide Offices

Contact: 0808 206 2062 E-mail: sales.uk@oxygen8.com www.oxygen8.com

tyntec

SMS interaction: 2-Way SMS Dialogue, Outbound & Inbound, Mobile Authentication & Number Lookup.

Contact: Scott Crowley Tel+49-89-202451204, crowley@tyntec.com www.tyntec.com

Paul Markham

Paul Markham content provider for Mobile Phones and iPods.

Contact: www.paulmarkham.com/all-adult-content.php

telequest & Internet Solutions GmbH !!! Domestic Numbers Worldwide !!!

Contact: 00800 102 502 22 or info@telequest.com www.telequest.com

Enarpee

Global Regulatory/Compliance/Service Audit and support services organisation

Contact: Neil or Paul on +44 844 357 3938 or email info@enarpee.com ww.enarpee.com

ImpulsePay

ImpulsePay is the fastest growing provider of Payforit.

Contact: office@impulsepay.com, tel: +44 (0) 20 7099 2450 www.impulsepay.com

Telecoming Connectivity Solutions

LEADING CONNECTIVITY SOLUTIONS SMS Gateway - Routing Manager Direct Operator Billing - ALL IN ONE billing solution

Contact:Robert Nijeboer, rnijeboer@telecoming.com +34 911 137 000 / +34 661 63 65 77, www.telecoming.com

Goodman Associates

Advertising: digital/search/social, TV, Radio, Press & Outdoor – we make it happen!

Contact: +44 (0)845 225 55 55, mail@goodmanassociates.co.uk www.goodmanassociates.co.uk

Viatel

Specialist for Premium Rate Number in Scandinavia Sweden • Norway • Finland

Contact: Phone: +46 850 601 020, Email: sales@viatel.se www.viatel.se

Kwak Telecom Ltd

Leading provider of International payouts numbers & domestic premium rate numbers

Contact: Tel +357 22 022300, sales@kwak-telecom.com www.premium-rates.com

Text121Chat Premium Rate Operators Services

www.text121chat.com

Contact: UK 0871 872 6154, helen@text121chat.com, USA 1-888-711-0121, lorna@text121chat.com

Orca Digital

UK’s leading provider of interactive platforms for mobile, web and TV

Contact: hello@orcadigital.com // 020 8819 5710 www.orcadigital.com

Core Telecom

Non Geographic Numbers, SMS Services, Call Management Solutions, BT Wholesale, Carrier Pre-select, Indirect Access

Contact: t: 0844 504 0000, e:info@coretelecom.co.uk www.coretelecom.co.uk