Issue 35 • NOV/DEC 2012
88% of the world’s mobile users now engage in content and m-commerce
nearly nine in ten (88 per cent) of the world’s mobile media users now engage in mobile content and commerce – up from 82 per cent in 2011 – according to the findings of the MEF’s latest annual global consumer survey. Conducted in partnership with On Device Research, the study across 10 countries – which defines mobile commerce as “anyone using a mobile phone for research, purchase or banking” – reveals that the mobile market is maturing, with 80 per cent of all consumers using their phones for research, rising to 88% among over. Similarly 55 per cent of people have purchased from their mobile but the figure is 64 per cent for over 35s. The biggest rises in mobile content and commerce are in growth markets, including Qatar (73 per cent in 2011 to 86 per cent in 2012), India (85 to 90 per cent) and South Africa (89 to 95 per cent). In contrast mature markets such as the UK have remained static at 91 per cent for 2011 and 2012. The lion’s share of mobile commerce is still centred on digital purchases rather than ‘real’ ones, however considerable growth is taking place in the ‘physical’ sector. In 2012, 54 per cent bought digital products, unchanged from 2011. But 31 per cent purchased physical items in 2012 rising from 24 per cent in 2011. The report reveals that 80 per cent of people now use their phone for research, up from 58 per cent in 2011, of which 69 per cent then went on to make a purchase via mobile. There is also a rise in mobile banking, with 64 per cent of consumers now use their devices to conduct mobile banking (up from 57 per cent in 2011). Interestingly, payment via card has taken over from operator billing, with 27 per cent of those surveyed used a card for m-commerce, against just 14 per cent making payments via the phone bill (not including purchasing airtime). Entertainment (25 per cent) and convenience (26 per cent) are the primary reasons for engaging in mobile commerce but trust is also important with 13 per cent citing ‘from a brand I know and trust’ as a key reason for purchasing via mobile. 35 per cent of respondents admit that concerns around trust are acting as a barrier to purchasing more from a phone.
THIS MONTH... News
The latest news from the industry, along with analysis of what that news means, including: • Choice of device shapes shoppers path to purchase 3 • Bango offers operator billing on Google Play in Oz 4 • Mobile now the ‘go to’ place for news, says Mojiva 5 • GlobalCharge goes live with operator billing from MACH 6 • Juniper scales back NFC forecast thanks to pesky iPhone5 7 • Sports fans embrace free wifi in stadia, finds EasyNet study 8 • mfortune scoops best mobile gambling award 9 • Orca Digital gets on the Deloitte Fast 500 list 9 • Cherry Sauce paints explicit picture of mobile adult 9
Analysis Editorial 2013: the year of telemedia? 2012 was the year of mobile. 2013 promises even more for telemedia, Paul Skeldon believes 11 TELECOMS A world without mobile On the 25th anniversary of GSM, John Strand thinks the unthinkable 12 TELEMEDIA VCS dominate iTV Ed Boddington explains how voice short codes have come to be the new taste of interactive TV 13 RETAIL Loyalty pointers Krishna Subramanian, CMO, Velti explains why iOS6’s Passbook is so significant 14 THe future 2013: bring it on As 2012 draws to a close, experts from Accenture look at how 2013 is shaping up for telemedia 16
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NEWS Mobile device shapes a shopper’s path to purchase, TradeDoubler report shows with the Xmas 2012 shaping up to be the biggest m-commerce event to date, brands and retailers need to make the most of the opportunity. A real understanding of how a shopper’s path to purchase is influenced by their specific device and operating system is vital to making the most of that opportunity, according to Tradedoubler’s research report Mobile Devices & Behaviour, released this week. Mobile Devices & Behaviour reveals that on the path to purchase, iPhone owners are canny and confident users of apps and performance-based channels to enhance their shopping experiences and search for bargains. 75% of iPhone owners surveyed use apps daily and 28% search for vouchers and coupons at least once a week. 25% search for vouchers in-store and 22% receive location-based special offers. 21% have price comparison apps and 23% have daily deals installed on their iPhones, whilst 20% use their phone as a loyalty card. iPhone owners are the most engaged users, and are most likely to access the mobile web daily (80%), research products weekly (46%) and make purchases weekly or more often (20%). Despite BlackBerry owners being most likely to describe m-commerce as a frustrating experience, they are still active shoppers, representing an affluent and time-poor group second only to iPhone owners in regularly researching products
(31% at least weekly), hunting down coupons and purchasing weekly or more often using their handsets (13%). Android owners are the second most likely group to describe mobile purchasing as a frustrating experience and they lag behind when it comes to engaging with their device for mobile commerce with only 10% purchasing weekly, making them currently the least important target. The rapid growth in tablet ownership adds complexity, but also opportunity to the mobile commerce landscape. 23% of smartphone owners already own a tablet and an additional 36% plan to acquire one within the next year. Tablet owners are more likely to convert research on their device into a purchase, with 35% saying it is a preferred means of purchasing products. They are significantly more likely to buy higher ticket items, with nearly one in five (18%) having spent more than £500 in one transaction. An effective mobile site is essential for those targeting a broad mobile audience. Android owners are far more likely to research purchases on the mobile browser, 19% versus 9% who use apps. A place on price comparison sites, offering strong integration with barcode apps, becomes essential for influencing purchase decisions for this group. “Our research shows that shoppers’ paths to purchase on mobile can resem-
ble a maze,” says Dan Cohen, Market Unit Leader, Tradedoubler. “So understanding how different mobile devices and operating systems influence and drive consumer behaviour – from the initial research through to the point of purchase – is vital. “For example, unlike experienced iPhone users, many Android owners are experiencing a smartphone for the first time. However, given the platform’s growing share, it will become increasingly important to engage Android owners effectively,” he says. The report recommends that brands and retailers looking to take advantage of mobile should adopt a seamless approach across online and off-line channels with mobile-optimised websites and tracked affiliate programmes, reinforced by special daily deals, voucher codes and other relevant performance marketing initiatives to drive additional revenues. “The varying patterns of behaviour across different devices eave marketers with two options when it comes to developing a mobile strategy for performance marketing: target solutions at the groups who are most engaged with shopping on their devices, or develop a strategy that can work across devices and channels by side-stepping the limitations and frustrations of certain platforms. We believe that by targeting investment carefully, brands and retailers may be able to achieve both,” advises Cohen.
>from page 1 88% of global mobile users now using m-commerce Andrew Bud, Global Chair MEF explains: “MEF’s 2012 report shows how far mobile has come as a channel for both consumer engagement and entertainment. Across the world, mobile content and commerce is increasingly the most convenient way to discover, to choose and to buy. The data has profound implications for brands, retailers and financial institutions, as well as the content and entertainment industry. We cannot be complacent: the report also reveals that trust is still a significant barrier for consumers and the industry must collaboratively address that to sustain growth.”
NEWS
Telstra first to offer Bango billing in Google Play, as operator billing starts resurgence telstra subscribers using Google Play can now purchase digital content without resorting to sending SMS messages or the limitations of credit cards, as Bango’s integration of Google Play goes live. Users now enjoy frictionless operator billing powered by Bango, paying on their phone bill, without the need to register personal details. Bango expects to deliver further operator connections into Google Play in the coming year, as Android continues to forge ahead in the connected device market. More than an application store, Google Play is all the stuff you love in one place, delivering music, books, movies and apps straight to hundreds of millions of users around the world. Operator billing is emerging as an ideal billing method for such a wide-range of digital categories. The proliferation of content rich devices running Android, coupled with the sim-
plest online payment method available, is the basis for a truly transformative global business. Bango is one of the world’s leading mobile payments and analytics companies. App stores, publishers and content providers use Bango to collect payment from mobile device users for online content and services. Bango’s pervasive presence across app stores and the mobile web creates a platform effect for its partners, leading to more identified mobile users and maximizing the number of single-click payments. The result is a one click payment experience and significantly higher rates of collection. This is the experience that Telstra subscribers on Google Play will now enjoy. Telstra’s Director of Consumer Applications and Services, Freddie Jansen Van Nieuwenhuizen, said the new service
would make it easier for Australians to acquire the latest games and content for their mobile devices. “Aussies love their mobile apps. Telstra research shows that on average we download 36 apps each year and one in five of those are paid for. With more than 700,000 games, apps, books, movies and magazines now available on Google Play, including a wide selection of paid titles, many of our customers have told us they would like a simpler way to buy. Bango CEO Ray Anderson added: “Android is winning the battle for smartphone market share. As user numbers soar, we will see an increasing flow of developer talent and compelling content channelled through Google Play. We’re expecting that operator billing from Bango will boost conversion rates and developer monetization. It’s a new weapon in Google’s armoury”.
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NEWS
Mobile now the ‘go to’ source for news, but it all depends on experience finds Mojiva “people who read the news aren’t necessarily giving up one platform in favour of a different or newer platform, but are instead morphing into ‘multi-platform’ consumers for different news ‘experiences’.” So says Amy Vale, VP, Global Research and Strategic Communications of Mojiva, following the launch of the company’s latest report: the state of mobile news consumption. The Mojiva report supports industry research that indicates the United Kingdom has the highest percentage of frequent mobile news users at 46.8 percent, and is the EU5 country (France, Germany, Italy, Spain and the United Kingdom) with the highest smartphone-based news consumption. The study also finds that 20 percent of UK respondents get their primary news updates from their smartphone or tablet and more than half of UK smartphone owners (52 percent) check two
or more news sites or apps from their devices daily. Eight percent of UK smartphone owners read news on their devices while watching TV in the evenings and 65 percent will pay more attention to mobile ads if the content is relevant to the actual news story they are reading or watching on their mobile device. The top three factors for mobile advertising receptiveness in the UK are personalization/relevance (24 percent), humour/entertainment (20 percent), and a minimal presence of fewer ads overall (16 percent). Nearly 70% of UK smartphone respondents would not pay for a subscription to access their favourite news source from their smartphone or tablet. “Reading the news in print, or even online, is a much more immersive experience given the nature of the screen size, whereas reading news on a mobile device gives consumers up-to-the-min-
ute information on breaking news the second it becomes available, wherever they may be,” explains Vale.
NEWS
GlobalCharge goes live with direct operator billing in Germany with MACH micropayments specialist GlobalCharge is now live with MACH’s direct operator billing service in Germany. This latest move has allowed GlobalCharge to rollout frictionless payment capabilities across its client’s mobile apps, broadening customer reach and creating new revenue streams by allowing charges to be made directly to an end-user’s mobile phone bill. According to MACH research carried out earlier this year, 37% of smartphone users in Germany use direct operator billing as their preferred payment method. Using MACH’s Direct Billing Gateway, GlobalCharge is now supporting end-users in Germany with this fast and convenient one-click payment method, charged directly to their mobile phone bill, when purchasing apps or in-app goods. By offering a direct and sophisticated billing method, MACH provides a
new revenue stream for app stores and content providers, while also supporting dynamic app pricing and innovative business models. Simon Coates, Commercial Director, GlobalCharge, said: “With MACH’s Direct Billing Gateway we are now delivering direct operator billing capability to our clients without them having to set up individual agreements with each German operator in the market. MACH’s ability to enable real-time monitoring of transactions and flexible price points means that we can provide our merchant and developer customers with true e-commerce functionality across their app propositions. “Additionally, of course, merchants and developers are also benefiting from the ability to rapidly expand their customer bases by monetizing pre-and post-paid mobile users who don’t own
a credit card,” he added. Michael De Jongh, Global Head of Sales, Mobile Billing & Payments, MACH, concluded: “Through this agreement, MACH is providing the glue that unites apps and content developers with operators, simplifying the apps landscape in Germany. The ease of use that direct operator billing brings, especially when compared to other payment methods like credit cards, has been shown to impact how often consumers buy goods from app stores. As a result, direct operator billing both stimulates merchants’ revenue streams and elevates the role of the operator, placing it directly in the ecommerce value chain. As purchasing becomes easier, consumer spending increases leaving direct operator billing with the potential to boost the entire mobile content ecosystem.”
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NEWS
Juniper scales back NFC growth forecast thanks to Apple’s iPhone 5 ommission juniper research has revised its forecasts for the global NFC market, significantly scaling back its growth estimates for the North American and Western European markets. While the report finds that by 2017 the proportion of NFC-enabled smartphones will be only marginally below previous estimates, global NFC retail transaction values are now expected to reach $110bn in 2017, significantly below the $180bn previously forecast. According to the report, Apple’s decision to omit an NFC chipset from the iPhone 5 has reduced retailer and brand confidence in the technology, leading to reduced POS (Point of Sale) rollouts and less NFC campaigns. This in turn will lead to lower NFC visibility amongst consumers and fewer opportunities to make payments, threatening a cycle of “NFC indifference” in the short term. “While many vendors have introduced NFC-enabled smartphones,
Apple’s decision is a significant blow for the technology, particularly given its previous successes in educating the wider public about new mobile services” said report author Dr Windsor Holden. “Without their support, it will be even more difficult to persuade consumers – and retailers – to embrace what amounts to a wholly new means of payment.” The report found that Apple’s move would impact most dramatically on markets in North America and Western Europe, where transaction values would exhibit a “two year lag” on previous forecasts as retailers delay POS investments. Conversely, retail transactions in NFC’s heartland in Japan and Korea are likely to experience little or no impact from the decision. It also observed that lower than expected adoption of Google Wallet allied to a delayed launch of the ISIS NFC project in the US would
also have a negative effect on that market. The report does suggest, however, that despite Apple’s decision, NFC trial consumer feedback – e.g. at the London Olympic venues and in Singapore - has been extremely positive, suggesting strong latent interest when services are more widely deployed. Also, both MasterCard and Visa have certified several NFC service solutions and datacentres, including those of Giesecke & Devrient and Gemalto.
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NEWS
Sports fans embrace idea of fast, free, stable wifi at events
research released this month by Easynet and iBAHN shows sports fans are waking up to the idea of free, fast and stable WiFi connectivity when they attend a match. One in five (19%) respondents said that they had checked for WiFi in a sports venue and 37% of those who have checked said they had used it to go online. The survey clearly shows sports fans’ preference for free WiFi: only 3% of respondents said that they would pay for WiFi access at a stadium/ track. Interestingly, although the vast majority of the 1,945 respondents in the YouGov SixthSense report said that they would not pay for WiFi to get special content, 11% of those who had visited a venue in the past two years said that they would pay for WiFi to get live commentary, and 12% said they would pay to get real-time replays. 19% agreed with the idea of being able to order and pay for half time refreshments on their mobile devices through WiFi. Easynet and iBAHN, as part of the Connected Everywhere* consortium, champion the benefits of the connected fan and the rich, interactive stadium experience. Adrian Thirkill, Easynet’s UK managing director says: “We need to show fans and event-goers that technology can enhance a visit to a stadium rather than detract from the main event. As the ‘second screen’ evolves, using a tablet to access information synchronised with an event will become second nature”.
Thirkill cites the example of Reflink in rugby at the very basic level, a single station radio available at major matches and international games for £10, on which fans can hear what the officials are saying to the players. Just listening brings the pitch experience to life, gives an insight into the game and helps explain the rules to fans who are new to the sport. This has huge potential to evolve into a visual media-rich experience. In the US, visitors to events including the Super Bowl get a rich, personalised, interactive and collaborative experience and can even order, and pay for, half time refreshments without having to queue. Graeme Powell, managing director iBAHN EMEA says: “We think that the British sports fan is on the cusp of embracing fast, secure and stable WiFi at events. If we look back to pre-broadband internet, users would not dream of downloading video or even music. The availability of broadband transformed the way people used the internet. In the same way, the availability of free WiFi will fundamentally change and improve the sports fan’s experience at stadiums.” He continues: “Technology doesn’t have to be intrusive. Collaboration and information-rich integrated content can create an unforgettable experience. Think about London 2012: it was classed as the first truly digital games, with unprecedented use of social media. The volume of tweets, images and videos was huge.”
NEWS
mFortune beats off stiff competition to claim m-award
mobile sportsbook specialist mFortune has beaten off stiff competition in the EGR 2012 awards to win Best Mobile Product award – beating William Hill, Betfair, Sky Bet, and Paddy Power. EGR official judges said: “Mobile sportsbook operators have dominated this category for a number of years, however mobile casinos are coming of age. The judges felt that mFortune’s huge growth
in the last year and its laser-like focus on mobile was hugely impressive generating even more impressive results. More than 2.3m unique players have played mFortune games since its launch three and a half years ago representing a breakthrough number of players through a standalone mobile offering. James Goode, Head of Marketing and Strategy for mFortune added: “In a sector where hundreds of millions of pounds are spent to maintain competitiveness, it is mFortune who have stolen the lead in the mGaming sector. Understanding the core dynamics that are linked to delivering an mGaming experience, is the key reason for mFortune‘s rapid growth and success. It’s such an incredible recognition and we are all extremely proud and very hungry for more success in this sector”.
Orca Digital ranked 90th fastest growing tech firm on the Deloitte EMEA 500 bango has announced Orca Digital, the leading provider of telecoms and converged media solutions, today announced that it number 90 on the Deloitte Technology Fast 500 EMEA 2012, a ranking of the 500 fastest growing technology companies in EMEA. Rankings are based on percentage revenue growth over five years. Orca Digital grew 1,371% percent during this period. Orca Digital’s CEO, Will Neale, credits technical innovation and a rapidly evolving landscape with the company’s revenue growth, “Behind Orca Digital’s growth is strong demand for its voice short code products, which enable enterprises to provide a more memorable and price transparent contact number for mobile phone
users, as well as growing interest in our multi-platform broadcasting and event streaming solutions.” David Halstead, Deloitte United Kingdom and partner in charge of the Deloitte Technology Fast 500 EMEA programme said “Being one of the 500 fastest growing technology companies in EMEA is an impressive accomplishment. We commend Orca Digital for making the Deloitte Technology Fast 500 EMEA with a phenomenal 1,371% growth rate over five years.” Alongside other high growth Londonbased technology companies, Orca Digital is emerging as one of Europe’s key success stories. With only 15 staff it generated over £5m in revenue in its last financial year.
NEWS CherrySauce paints explicit mobile adult picture
OPINION
FROM THE EDITOR
2013: the year of telemedia? 2012 could have finally been “the year of mobile” that pundits have hankered after since the mid 1980s. But now that mobile is well accepted, could 2013 be the year of telemedia? Paul Skeldon takes a look beyond the turkey and trimmings so that was 2012. On a personally level it wasn’t one of my favourites, but also I think from an industry point of view it went a lot better than perhaps we all thought it would at the start of the year. We only have to stay out of triple dip recession in the first half of 2013 and we are laughing. 2012 was notable of course for the 25th and 20th anniversaries of GSM technology and SMS respectively, but it also marked the watershed point at which more smartphones than normal phones were in use in the US (with the UK not far behind). The year also saw the rise of the tablet – with more than 10% of m-commerce likely to be carried out on a tablet this Christmas: a massive increase on last year. In many regards I think that in years to come, technologists may well deem 2012 to have been the year of mobile. And let’s face it we have been waiting for it to be the year of mobile for at least the 25 years since GSM technology was mooted. But what does it mean for 2013 that everything is now so mobile? From a commerce point of view, Christmas 2012 offers a great insight into how mobile is likely to be used across the retail sector in the coming months. And its not as straightforward a picture as you might imagine. Shoppers are not simply switching to a smartphone or a tablet and lying back on the couch and buying things there instead of on their PC or in a store. Oh no. For starters, different devices are being used for different (and often multiple) parts of the sales journey. Advertising on websites, TV, in magazines and newspapers and on mobile itself often prompts some smartphone based research. This initial research is often then done in more depth on a laptop or tablet. For small ticket items the purchase often then occurs on one of these channels from home, but for the bigger ticket items, a visit to a retailer is often done and then how the goods are purchased can be anything from there and then in the store, to showrooming to click and collect to going home to think about it then buying on mobile. Tablets, meanwhile, are being grabbed when the mood takes and lead to surfing and some buying but also a lot of social interaction about potential purchases. Location services and mobile targeted ads are some way off the mainstream, but 2013 is likely to see these things also added into the mix. So retail and mobile is a heady mix, with some really interesting things to come in 2013. But the wider telemedia world also has some really key developments taking shape. Media is increasingly becoming interactive and digital and consumers are increasingly ready to pay for some things. Growing numbers of consumers are using digital channels to consume ‘multimedia’ content and increasingly are seeing that paying for value-adds –often in app – has some real value. On the back of this, but with a much wider remit, ,microbilling is about to explode on mobile in 2013 for everything from buying a can of coke to paying for carparking to having a flutter on the nags to buying things in app. And there is a growing move to make operator billing easier and more straightforward to deliver these services. We are, I believe, going to see some true telemedia payment coups in the coming year and, but this time next year, operator microbilling will be a natural part of the mix. We might even see retailers starting to get on board with that too: which will make 2014 look even more interesting. Merry Christmas and a Happy New Year!
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 James Arthur | What we’ve been amused by Jarvis Todd’s tales from the old days | Who we’ve been following #telemedia | What we’ve been reading about Neil Young | Jan 2013 will bring... a very slow start with a lot of wobbles, but hopefully some green shoots before spring
OPINION
John Strand
A world without mobile
more than 5.6 billion people in the world use a mobile phone. Teenagers who grew up with mobile phones cannot imagine how their parents lived in the dark ages without mobile phones and personal computers. Today many people consider mobile technology as a natural thing, something that you use without thinking. It is important to reflect on life before the GSM standard. Before the digital mobile technology came along, there were a number of analog solutions. In Europe and the Nordic countries people used the NMT 450 analog technology. Twenty-five year ago on 7 September 1987, the GSM vision was launched when a group of operators from 13 countries signed a memorandum of understanding in Copenhagen. There were 15 representatives in total: France, Germany, Italy, Sweden, Norway, Denmark, Finland, Spain, Netherlands, Belgium, Portugal, Ireland the United Kingdom, and two independent operators, Cellnet and Racal-Vodafone. The Copenhagen agreement created the framework for Europe’s response to the mobile technology race, which at the time was a competition between the Americans, Japanese and Europeans. The objectives were many, but one of them was to ensure that Europe and European technology were the foundation for the next generation of mobile telephony. Many of the leading mobile technology companies have their origin in the Nordics. Nokia and Ericsson are leading lights. The question is whether the Nordic region will play a key role in mobile technology in the future. Although the chances of a new Nordic behemoth, for example a new Nokia or Ericsson is limited, we believe that the heroes of the future will come from small innovative companies that will join together in large networks, so their services and products can enter the global economy. In addition to the shift in power, there is also a shift in consciousness. People no longer focus on the region or nation where a company comes from, except if it comes from China.
On the 25th anniversary of the development of GSM technology, John Strand wraps up 2013 for us wondering what the world may have been like had there not been a mobile revolution
It is almost impossible to quantify the advances made to our society by the GSM agreement in Copenhagen 25 years ago. Few of us imagined how much modern mobile communications would change our lives for the better. Indeed mobile technology has transformed in a number of areas such as economy, growth, employment and innovation, creating no less than a revolution. The list of benefits from the GMS standard is long, but how about the fun? Here are some observations from a humorous angle. 1. Who would be the world’s richest man today if Carlos Slim had not invested in mobile telephony in Latin America? What would have happened to all the other wealthy people if they had no mobile technology to invest in? 2. What would all the Apple fans have done for an icon if there were no iPhones? 3. How would the world look like if Motorola, Nokia, RIM and other mobile technology companies never had their ups and down? 4. How else might we have learned about all the stupid and embarrassing stuff that celebrities do, if we had no SMS or MMS which later ended up in the press? 5. How else would have so many corrupt politicians and officials have made fortunes if not by issuing mobile licenses? 6. How many journalists would be out of a job if they did not have mobile technology to write about? 7. With all the court cases about mobile patents, how else would judges, lawyers, and patent experts have a made a living with the advances in mobile technology and its intellectual property spinoffs? 8. What would it have meant for the camera industry had there been no mobile technology? Would Kodak and Agfa still be dominant players? Would there be a market for digital cameras? 9. What would it be like to ride in a train or bus or be in public place if there were not cell phones ringing? How much more cumbersome would it be if we still had to use phone booths? 10. How many romantic relationship would never have blossomed because shy men and women could not flirt with SMS? There is no shortage of changes that mobile technology has brought to our lives. The fact is that modern mobile commutation is here to stay thanks to the GSM agreement signed 25 years ago We at Strand Consult can only say congratulations, and thank you, to the vision of founders of the GSM standard. Given the excitement of the last 25 years we look forward to the next 25, and hope in that in 2037 we will write yet another note of congratulation on the 50 years of GSM technology.
OPINION
AIME
Voice short codes: dominating interactive TV Over the months we have seen Vopice Short Codes become ever-more popular – especially around interactive TV services. Edward Boddington, chairman of AIME and CEO of Harvest Media group charts their rise and looks at what they might have to offer in 2013 and beyond
over the last few months we have seen the successful launch of Voice Short Codes (VSCs) on TV screens for voting formats including BBC’s ‘The Voice’ and ‘Strictly Come Dancing,’ ITV’s ‘Britain’s Got Talent’ and ‘The X Factor’ and Five’s ‘Big Brother.’ This is after a number of years of lobbying by AIME with VSCs having been top of the Interactive Broadcast Forum’s agenda during this period. The successful launch of VSCs is a prime example of Industry stakeholders all working together to achieve a collective objective. Particular credit should go to the Mobile Operators, BT, Broadcasters and AIME for driving this through. I am delighted to write about the success of VSCs, both operationally and from a viewer’s perspective and have highlighted some details below. VSCs allow viewers to vote from mobiles and landlines at the same cost that is promoted on screen. Previously, viewers had to pay a premium for calling a 09 premium number from a mobile and this could often be as much as three or four times the stated cost. Hardly an ideal situation and I estimate that several hundreds of thousands of pounds have already been saved as a result of VSCs and this will turn into millions of pounds of savings to consumers shortly. I expect that VSCs will be used more than 09 in due course and have been pleasantly surprised by the uptake so far. This clearly demonstrates that viewers appear to have understood the on-screen messaging and credit should go to the Broadcasters and Production companies for getting this right. VSCs are quick and easy to use and there have been very, very few viewer complaints and or queries so far. From a service provider’s perspective, we have been delighted by the way VSCs have been integrated so successfully into BT RIDE’s platform for high volume TV events, also allowing for easy reporting. Capacity has not been an issue. There is no latency with VSCs, so they’re easy and practical to use where it’s not always feasible to use other channels such as SMS with the short voting windows. Due to the shorter 5-7 digit numbers for VSCs, they are easier to remember than the 11 digit standard telephone numbers; something I expect will help build volumes over time. The clearer price messaging on screen also contributes to a better viewing experience, removing some of the clutter on screen. As well as this clarity, consumers who ring outside the announced voting window are protected by the ability for VSCs to be set to non-chargeable, unlike text voting methods. I expect that over time, VSCs will result in more sponsorship in-
tegration as it will be possible to use SMS bounce backs to mobile handsets assuming opt-in from the audio message. The one area that I would like to see progress on is better payouts from the mobile operators to service providers. Currently, VSC out-payments are around 25% less than 09 and this gap needs to be narrowed and preferably eliminated entirely! To summarise, the successful launch of VSCs is a real feather in the cap for the Industry. Too often, we focus on the negatives and not enough on the positives. VSCs have resulted in the following: · Cost savings to viewers which will be substantial over time · Better viewing experience · Another channel to interact with from mobile handsets · Greater opportunities to integrate sponsors · Reduced payouts and so lower margins for industry.
ANALYSIS
Loyalty pointers
Retail
Amid the excitement surrounding the iPhone 5 launch, some critics pointed out that lack of NFC was a real retail turnoff. But was it that Passbook is really the key to Apple’s place in m-retailing? Krishna Subramanian, CMO, Velti explains consider what matters more to retailer and consumers: providing one more way to pay for things (when your wallet is already full of cards) or delivering an entirely new way to deliver coupons, loyalty points, and other value-added shopping offers and services? Apple calls its new shopping service Passbook, and this is perhaps the most under-rated feature of iOS 6. While the sudden appearance of the Passbook icon on the iPhone’s home screen may have some users scratching their heads, its premise is simple: Passbook is an app for receiving, managing, and using offers, tickets, and loyalty points. People can receive these items—called “passes”—via email, web, or SMS, or a brand-specific, Passbook-capable app from the App Store can deliver them directly into Passbook. To redeem the “pass,” the user simply clicks on it and a barcode appears. The merchant then scans it to apply the discount, redeem loyalty points, etc. Brands and consumers in the US have already been quick to embrace the new service, and Passbook-enabled apps for brands such as Ticketmaster and American Airlines quickly entered the top 10 free apps in the App Store. Uptake in the UK has not yet been as rapid, but once brands begin integrating and promoting the new service it is likely to become equally as successful here. On the face of it, Passbook is a nice convenience and offers consumers a simple way to manage and make use of the offers they find beneficial— without having to stuff their wallets with coupons. However, on closer consideration it delivers much more than that, and Passbook is poised to become a major force in retail and in the customer loyalty space. Now, brands have a direct channel to deliver offers right into their customers’ pockets—no waste, no coupons to be left at home, so no missed opportunities. Passbook apps give the brand a dedicated, persistent presence on the most personal device in the consumer’s life; in-app notifications of newly received offers re-engage customers where other apps can fade from memory and use. The potential to integrate location-based services with Passbook makes the offer even more compelling and means passes can be sent according to time and location-specific triggers; for example, a customer walking past a store or café can get an alert to highlight that Passbook contains relevant offers or promotions. Passbook may also make it easier for brands to track the performance of the offers they push out to customers. By seeing which coupons are actually redeemed, and how, brands could finally close the loop and apply robust analytics to their conversions. Customer loyalty programs often seem better on paper than they do in practice. By rewarding customers with loyalty points
that they can redeem for goods and services, you build stronger relationships, encourage higher spending, and foster brand affinity. However, it’s clear that not all customers find points useful. 34% of reward points go unredeemed and expire, and to a large extent this is because they are difficult to track and redeem. That means that typically more than a third of loyalty programmes represent wasted effort by the brand and undelivered value for the customer. But help is finally at hand. Loyalty is going to get a makeover this decade, driven by the personal connection with consumers that the mobile device facilitates. And Passbook will be the vehicle that takes loyalty to the next level. It provides convenience, ease of use, and provokes action (via geo fenced features, push notifications, etc.) that drives conversion and loyalty on the device consumers depend on most in daily life. With Passbook, loyalty points are updated in real-time as they’re accrued; customers can see how many they have at a glance, and can redeem them as easily as swiping their phone. Higher redemption rates may require brands to reconfigure the economics of their programmes but the impact on customer loyalty makes them well worth the effort. It is worth considering how Passbook will impact existing loyalty programmes, such as Nectar in the UK. Whereas you might think that Passbook would erode some of the value in these schemes, it’s far more likely to augment the schemes already in the market by adding more convenience and boosting redemption options. With so many points going unredeemed in the current loyalty landscape, Passbook adds a further redemption layer, giving the consumer increased flexibility to redeem points when they are in shopping mode in store or at point of sale. Furthermore, Passbook enhances the ability of consumers to track their loyalty points and review their reward status in real time. This process was far from intuitive previously, requiring consumers to log in to their accounts and carry cards, but Passbook streamlines this through a single app, delivering the information that shoppers need straight to their device. With these factors in mind, Passbook is entirely complementary to existing loyalty schemes and will make a positive contribution to the way that consumers are able to engage with them. Brands and retailers stand to benefit from the increased sales and conversion rates that Passbook will help to drive. But thinking about the model more broadly, there is no real reason why the Passbook concept should be confined to iOS devices alone. To deliver even broader relevance to the retail chain, Passbook could
ANALYSIS
Retail
also be translated onto other platforms to work with Android and/ or Google devices as well, becoming a truly device-agnostic brand engagement channel in the process. This would increase the relevance of Passbook even further from brands in the knowledge that they could reach all consumers, regardless of device type, direct to the shop-in-their-pocket. Indeed, the failure to migrate Passbook-like functionality to other operating systems may well lead to reluctance by brands to support those devices, effectively robbing the retail environment of a large chunk of its customer base and potentially contributing to a decline in sales for the device manufacturers. The question really is not ‘if’, but ‘how quickly’ the Passbook model can be integrated with other devices. By enabling brands to offer a differentiated loyalty solution for the age of mobile, Passbook will effectively add new life to loyalty programs. Not only will it stimulate redemption, it will also enable brands to capture new kinds of customer interactions and track the detail in conversions, thereby facilitating the future customisa-
tion of loyalty and marketing programs in the effort to make them even more attractive. Passbook is the just the beginning of a previously untapped dimension in mobile that stimulates consumer interaction to turn unknown customers into clearly defined brand advocates. By creatively integrating existing consumer data with Passbook data, brands can benefit from unrivalled, actionable insights about their customers. They can then use this insight to build differentiated loyalty programmes that offer high-value and high relevance. In this way, Passbook delivers innate potential to play a key role in Customer Intelligence and to become the foundation on which brands and retailers will be able to make infinitely better-informed decisions about engaging effectively with individuals within the consumer audience.
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2013
ANALYSIS
Predictions for 2013
A very big year?
With the new year just around the corner, we asked some of the boffins at consulting form Accenture to give us their views on what 2013 has in store for media and telecoms.
Unlocking the complex ecosystem In 2013 we will see the key players evaluating their own ecosystems and establishing what their niche is in order to identify revenue generation opportunities, and as a result we will see more creative thinking about strategic alliances By Stuart Orr, Managing Director, Communications Industry, Accenture UK & Ireland 2013 is a year that we expect to herald more major developments in the communications and media industries, as operators battle to compete and keep pace with rapidly evolving consumer demands. 2012 was marked by a flurry of mergers and acquisitions, such as Google’s $12.5bn purchase of US phone maker Motorola Mobility and Sony’s acquisition of Ericsson’s 50 percent in the two companies’ smartphone manufacturing joint venture. Perhaps the most noteworthy element of Sony’s deal is that it typifies what has become clear to many within the industry, that communications businesses need a wider ecosystem to really compete on the global stage. This realisation drove many of 2012’s deals, and will continue to influence operator strategies as we move into 2013. Gone are the days of being able to pick up new customers through inter-operator churn, or even rely on growth by offering impressive hardware or network coverage. In order to simply survive, the service provider of today is locked in a struggle to add value by building an ecosystem that provides customers with compelling content and services. Operators have realised that they need to break out into new areas of the value chain, and over the next 12 months we will see the key players evaluating their own ecosystems and establishing what their niche is in order to identify revenue generation opportunities. Some will follow players such as KPN and BT in building IPTV platforms, and developments such as BT’s acquisition of football and rugby broadcast rights
in the UK have set the scene for intense competition to win highly prized triple play customers. Many will look at the competition and conclude that the answer lies outside their own company walls. Consequently it is likely that we’ll witness several deals where communications companies are buying media companies, and vice versa. We will also see more strategic alliances as a result. Indeed, the changing dynamic of the ecosystem is there for all to see in the newfound willingness of traditional rivals to strike deals and alliances. The new mobile commerce scheme established by Vodafone, O2 and EE and the network sharing deals between Vodafone and O2, are the kind of scale plays which will be crucial to long-term success. Recognising those opportunities for sharing capital investments with a competitor, whilst unpalatable to some, is becoming standard across the industry. It’s essential that operators evolve their offering and partner with industry players or even rivals to remain competitive. However, in today’s saturated telecoms market there is one more critical and sometimes overlooked factor in the battle for consumer loyalty – customer service. Consumers have demonstrated their willingness to switch between operators, and as the services operators offer increase in volume and complexity, the customer experience will be key. Any operator that can differentiate and personalise its customer service will be well-positioned in the battle for brand loyalty in 2013.
ANALYSIS
Predictions for 2013
The consumer is king of content Consumer content creation and curation is set to dominate in 2013 as more consumers are given the tools to create and access content on demand, with more control as to how, where and when they access this content across multiple platforms, changing the very concept of the ‘channel’ as we know it By Charlie Marshall, Strategy Lead, Media & Entertainment Industry, Accenture UK & Ireland the way in which consumers engage and interact with content over the past few years has changed exponentially. In 2013, we expect this trend to continue as consumers move further towards two specific categories; content creation and content curation. Looking at content creation, we anticipate that consumers will start taking greater ownership and control of the actual creation process. In addition, the content they will produce will challenge the industry as it becomes increasingly professional in output. This will in part be driven by the increased availability of the tools and the technology required to create professional user generated content, but also by a step change in consumers’ mentality as their concept of the nature of the editorial process shifts.
Where once the camera in mobile handsets was a curse that added no value to service providers, now companies are asking how they provide ever more sophisticated tools for consumers to capture, edit, upload and share more content, whilst ensuring that it boosts the bottom line. What does this mean for businesses in the media and communications industries? They must respond to the demand and provide the tools and the devices that can deliver this content directly into consumers’ hands. And they must accept – and harness – consumers’ roles as part of the content creation process. The second, and arguably most impactful, development we are expecting in 2013 is the way that consumers engage with content, taking charge of curating their own content experiences.
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ANALYSIS
Predictions 2013
Traditionally, when a consumer wanted to choose what content to engage with, they would reach for the nearest local TV or radio listing. Here, the schedule dominated, with content curated for consumers by the media owners themselves. In many ways the content and associated behaviours were being dictated to consumers by broadcasters – yet now those roles are reversing. This has evolved radically in the last few years as consumers have found their own tools to access content on demand, with more control as to where and when they access that content across multiple platforms. In 2013 we will see more consumers bundling different types of content together. Through a mix of linear, on demand and archive, consumers will curate content into their
own channels and playlists. This new experience may be less about the content itself, and more about the wider digital experience around that content and how consumers engage with it. Communications service providers need to think about how they create platforms for providers to publish content and the shift in consumer behaviour that will ensue. They will also need to identify just how that content is orchestrated across multiple screens, both creatively and technically. We can expect to see platforms and tools set up to manage this curation concept, with YouView an excellent early stage example of that. Towards the end of 2013 we might even begin to find ourselves asking “What is the future of the traditional channel?”
Operating model optimisation
Global operators are already driving down costs by harmonising their IT estate and processes across their footprint, while independent operators need to leverage their own strengths by focusing on consumer segmentation, personalised customer service and innovative local partnerships By Stuart Orr, Managing Director, Communications Industry, Accenture UK & Ireland the next 12 months are going to see some of the most challenging in memory for mobile network operators not just in Europe, but right across the globe. Economic turbulence, declining revenues and rising debt levels are piling pressure on the operators. And while they struggle to manage these conditions, they are fighting off increased competition from disruptive players and chasing growth along with global expansion. How can operators ensure they are ready to meet these challenges? The rapidly evolving marketplace has already led to major organisational change, but operators need to do more still to optimise their operating models for efficiency and competitive advantage in a global arena. Global operators have already started to harmonise their IT estate and process across their footprint, and we will see a continued trend for centralising everything within the business, from network and service operations all the way to buildings and business process. These developments present both an opportunity and a threat to smaller independent operators. These players face particular challenges, as they struggle to obtain competitive deals on network equipment, while their inability to purchase at scale limits access to the most sought-after smartphones and tablets in advance of their rivals.
Access to capital for multinationals, able to raise money on the global stage, is also significantly cheaper than for those that need to raise money locally. The interest rates on borrowing can be eye watering compared to what the global operator networks enjoy. In addition, new products and services also require constant innovation, and the global operators are better-equipped to drive this between their various country operations. So how can the independent operators compete? They lack the scale to make significant cost and efficiency savings by consolidating their functions. However such consolidation carries the risk of becoming more remote to customers, and while global operators are driving down costs in this way local players can seize the opportunity to maximise their local presence and knowledge. Consumer segmentation, personalised customer service and innovative local partnerships are just some of the areas where independent operators can focus their operating models to achieve competitive advantage. Given the dramatic changes the industry is experiencing, both sets of operators will continue to face major challenges. However those that can optimise their operating models, whether it’s to drive efficiencies or differentiate their services, will be best-equipped to succeed.
ANALYSIS
Predictions for 2013
Brave new business models
As the communications and media industries continue to re-evaluate their business models, we can expect to see more focus on specific verticals, while consumers move to new forms of payment for content and services By Charlie Marshall, Strategy Lead, Media & Entertainment Industry, Accenture UK & Ireland the fact that most organisations in the communications and media industries are re-evaluating their business models and how they make their money is by no means a new trend for 2013. It doesn’t however make it any less relevant. The whole value ecosystem around communications and media is changing. What’s interesting is how this has been driven in large by arguably the three major players in the digital space; Apple with hardware, Amazon with ecommerce and Google with search advertising. Of course, there are many other organisations such as Facebook and eBay you could look to as well, but it is the way in which these three have leveraged themselves into the media and communications markets and shaped business models around them where we can draw our lessons. What many organisations operating in the communications and media space need to be asking themselves is “How do my
economics fit into this new world, and how do I preserve, protect and diversify my revenue streams?” Organisations need to consider how they can participate in the new models around them. How can I, as a broadcaster, explore ecommerce services? How can I, a mobile operator, deliver a better and more integrated hardware experience for my customers than I have previously? How can these companies better leverage brands and new content? For communications service providers, the age old question of voice and text revenues remains, as well as how they finally begin to properly monetise data services. It’s not a new question, but it’s as critical in 2013 as it’s ever been. Life is now multiplatform. So how do the different screens we have as part of our daily media lives interact with each other and what forms of creativity and technology are required to orchestrate the consumer experience across those screens?
ANALYSIS
Predictions 2013
One immediate challenge for the content industries will be how to respond to the potential trend of the all you can eat subscription models moving towards an à la carte world. In the next five years, we will see fewer people spending the same fixed sum with one provider on a monthly basis, as they move to spend more with a number of different direct providers to suit their content needs. All this will be enabled by new “super platforms” that high speed broadband can make a reality. Alongside this, there will be considerations for advertisers as the pull of more targeted, interactive experiences continues to challenge traditional linear advertising models. In particular, will we reach a point in 2013 where the whole industry can move together? Or will individual media owners still be wrestling on their own with
the risks and challenges of moving to a new world of advertising? The way in which we look at social will also change. Content providers, operators and broadcasters alike will evaluate whether it is simply a form of marketing, or whether it can become a form of actual distribution for getting their content out to their customers. It’s not just about direct consumer revenues. We can also expect to see a lot more telco companies, those that are unsure of whether they can own a significant enough piece of the consumer pie, trying to come up with industry B2B propositions based on providing efficient and effective routes to market for other players. Arguably this is the only remaining source of revenue beyond consumers and an area that still represents real opportunity.
The end of the downturn: tech implications
While operators remain under cost pressure, savings and operational efficiencies in the network will be only one focus, with new growth opportunities through content, payments and the connected home becoming an increasing priority By Warren Tucker, Network Lead, Accenture UK & Ireland whether or not 2013 sees the end of the economic downturn, the continuing decline in telco revenues is a challenge to be met by converting growth in subscribers and data to revenue and identifying adjacent markets, while freeing up cash for investment in the network. The speed and quality of networks are now key differentiators in the competition for revenue and market share (Accenture Mobile Web Watch research 2012). In order to remain profitable operators need to find innovative ways to reduce network costs while ensuring they can deploy capacity quickly. One key strategy will be further network sharing agreements, already a notable feature of next-generation network deployments during the downturn, particularly in developed markets. Network sharing not only reduces costs; it also accelerates deployment speed while filling gaps in network coverage. Network outsourcing is relatively early in the maturity curve and could represent an opportunity for companies to achieve a competitive edge in 2013. Operators will turn to centralising, consolidating and outsourcing across broader sets of back-office network activities, including testing, provisioning, inventory data management and expense management, as well as related applications and infrastructure. We also expect some operators to pursue an aggressive simplification agenda, decommissioning products that are driving cost up in the network and focusing investment on “greenfield” builds instead of maintaining expensive legacy products. The demand to invest in new technology will continue to build but we predict operators will focus their innovation drive on reducing operational costs as economic uncertainty lingers into 2013. Accenture analysis shows that return on invested capital (ROIC) for operators in the past 10 years has declined by up to 32 percent, but that content, platform and device manufacturers all showed
growth – of up to 50 percent in some cases. So it is clear that, currently, operator investments are being monetised by content, device and over the top (OTT) players. Driving their revenues up requires that telcos find their place in the ecosystem and compete with the OTT players. We note three key areas which could make a difference: video, payments and home security. Content remains a differentiator and requires a clear strategy. Video represents over 50 percent of network traffic today and services like YouView have shown how operators can find a place in the ecosystem and take a stake in the OTT world. We believe that this model could transpose to mobile, especially with the advent of 4G services and emerging mobile content delivery network (CDN) players. Operators have a unique and trusted billing relationship with their customers – and time is running out to capture serious market share in charging and payments. Companies like Barclays, Visa, MasterCard and PayPal already have services in the marketplace. These are at the application layer and research such as Accenture’s Mobile Web Watch shows that 70 percent of consumers are still worried about data security, so this could provide a short-term opportunity for operators to step in. Finally, the overall connected home market is expected to grow to over $300Bn by 2016 (GSMA Vision of Smart Home 2012), so the router as the point of technology consolidation in the home is an opportunity for telcos to grab an early share. Home security is a massively under-penetrated market in the UK, in stark contrast to the numerous customisable, managed and monitored services available for a monthly fee from the US operators. Few companies offer this in the UK but it can raise ARPU annually by around £400 per household. While publicity around video and content abounds, the GSMA Vision of Smart Home report predicts home security market revenues in 2016 will be worth $110bn versus OTT/VOD at $31bn.
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