Issue 25 • JAN 2012
Mopay launches mobile billing tool for online dating with Twoo.com Mobile payment company mopay has launched a new payment service customized for online dating. Twoo.com, one of the top 10 leading online dating sites worldwide, is among the first to offer mopay as a fast, secure and easy-to-use payment method. Using mopay’s new platform, site members are able to purchase single or subscription services and have them billed directly to any available telecommunications account. Twoo operates a social networks specializing in matchmaking and dating services, handling 2.88 million active users per month. With this implementation, mopay will handle both single and recurring subscription payments up to thirty British Pounds. Consumers simply enter their mobile or landline phone number at checkout, confirm via SMS text and are immediately able to enjoy the benefits of full membership to the dating service. The amount of the purchase will then be billed to the consumer’s landline or mobile phone bill respectively. According to the billing company, mopay’s quick and easy payment option increases the likelihood that consumers will purchase subscriptions, converting visitors into members at a faster rate. The risks associated with credit cards and identity theft are essentially removed as the only piece of information needed at check-out is a phone number; because an actual phone is needed to complete the purchase – not to mention nearly impossible to spoof – it’s difficult for hackers to run up unauthorized charges. With mopay as a payment option, these online dating sites can now reach a new consumer market: the unbanked, giving consumers who do not have bank accounts or credit cards a safe and easy option to leverage online dating services. “The online dating industry is a fast-paced, thriving and competitive market filled with young, mobile-savvy consumers. At mopay, we see a real opportunity to help online dating services realize their full potential by including an alternative payments strategy,” says Ingo Lippert, CEO of MindMatics AG, operator of mopay. “These consumers simply don’t want the hassles and risks associated with purchasing subscriptions with a 16-digit credit card number, billing address and CCV code. Using mopay as a payment option, online daters can focus on finding the perfect date – not the finding their credit card.” mopay supports 380 carriers in more than 80 countries globally, enabling online merchants to reach 3.3 billion users worldwide.
THIS MONTH... News
The latest news from the industry, along with analysis of what that news means, including: • Fremantle Media enters the dating game with ‘Take Me Out’ app 3 • Bouygues and Placecast bring gaming to IPTV in France 3 • HTML5 powered payments platform opens up m-payments 5 • Ultrabooks sales open up new category of ‘mobile device’ 5 • ‘Digital High Street’ a step closer as brands sign up to NearMe 6 • Half of free WiFi users in UK at risk of ID theft, warns YouGov study 6 • Email, news and social networking is what consumers want on mobile 7 • Paid for m-search clicks grow by 46% in 2011 7 • Telecom2 client to sell Alibi Aftershave with drop charge 7
Analysis Editorial Owner of a lonely heart – and mobile Dating through mobile has just got a whole lot more interesting with the roll out of Take Me Out’s app, says Paul Skeldon 9 MARKETING Understanding Gamification John Oswald, Business Design Lead of service design agency Fjord, discusses the rise in gamification on mobile 11 M-WEB Mobile is the internet Mobile internet access is outpacing fixed line globally for the first time, but while this is cause for celebration, there are issues, warns Rimma Perelmuter, Executive Director, MEF 14 SHOW PREVIEW Mobile World Congress 2012 It’s nearly that time of year again when we all live the continental mobile life for a week in Barcalona. Paul Skeldon looks at some of the key speakers and discussion topics on offer this year 15
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NEWS Fremantlemedia Enterprises adds mobile flirting to ‘Take Me Out’ TV brand through new app Fremantle media Enterprises (FME) has launched Take Me Out Flirting, a brand new app based on the hit ITV comedy dating show Take Me Out. The free to use app has now launched across iOS, Android, mobile web and web platforms, and is set to launch on Blackberry and Ovi soon. Take Me Out is the provocative, visual and electrifyingly funny dating show where one male contestant attempts to impress 30 women with the aim of securing a date with one of them by the end of the night. The Take Me Out Flirting app, developed by leading multimedia social app developers Handmade Mobile Entertainment, will enable users to set up their own profile and find their ideal dating partner by using the chat, flirt, virtual gifting and virtual currency features within the app. Fans of the show will be able to connect with each other, chat with past and
present contestants of the show, as well as have the chance to become a VIP in the virtual resort of ‘Fernandos’. The app can be downloaded from app stores or can be accessed on web and mobile web from www.takemeoutflirting.com. Matthew Dicks, CMO, Handmade Mobile said: “It is with great enthusiasm we have the opportunity to work with FremantleMedia Enterprises for the development, monetization and marketing of the Take Me Out Flirting service. The partnership is perfectly timed to execute a best in class app that builds on the reach of the TV broadcast.” FME has a number of licensing agreements in place for the brand, these include a deal with Rocket Games which produces the Take Me Out boardgame. The game has been distributed by Esdevium Games and is available from WHSmith, Tesco, HMV and Selfridges. Other deals include Somerbond which produces branded female and male
apparel collections of underwear, nightwear and T-shirts, these are available in Matalan, River Island, Tesco and Primark; and Roy Lowe will produce branded socks, which are set to hit retailers in 2012. Take Me Out first launched in the UK on ITV1 in January 2010 and has since achieved massive ratings in its primetime Saturday night slot. Local versions of the format are produced in 18 countries worldwide including Spain, Germany, China and Australia.
Bouygues Telecom chooses Playcast to launch Europe’s first console-quality gaming on IPTV in France
bouygues telecom and leading cloud gaming company Playcast Media Systems have launched Bbox games, a cloud gaming service set to change the way video games are played in France. For the first time in Europe, Bouygues Telecom triple play subscribers will be able to play console-quality video games on their TVs without requiring additional hardware. Bouygues Telecom’s Bbox IPTV subscribers will have access to Playcast’s cloud gaming service through their SetTop Box (STB). Bouygues Telecom will introduce the new service this spring. Playcast’s service is already live at Portugal Telecom and
Singtel in Singapore. Playcast partners with renowned publishers such as Activision, Atari, Capcom, Codemasters, Disney, Sega, THQ, Warner Bros and more, and the service will go live with some of the world’s leading game titles, such as Street Fighter, Sonic Generations, MotoGP, Call of Duty, Homefront and Lego Batman. Olivier Roussat, Bouygues Telecom CEO commented, “We are very proud to be the first telecom operator in the French market to bring such high profile games franchises and AAA titles directly to our customers’ TVs, through an easy-to-use interface.” Guy de Beer, Playcast Media CEO: “France is one of the most advanced markets in the world when it comes to video games and digital TV services. Bouygues Telecom recognises that it can differentiate itself in a competitive marketplace by offering this new service which features AAA games. “We are now bringing high-end games
to a more casual audience, for example users who play games on their mobiles or Facebook but would like to refrain from buying a console and games, particularly when both are soon out of date,” continued de Beer. “Pay-TV subscribers across the world tell us they already have enough boxes and remote controls in their living room. For this audience, the concept of choosing games from their existing EPG is really appealing.” According to Agnès Touraine, former Chairman and CEO of Vivendi Universal Publishing and a newly appointed member of the board at Playcast, “Playcast is ideally positioned to lead the fast-growing market for games-on-demand on the TV front, with its breakthrough, low-latency technology. Operators can now take advantage of Playcast’s state-of-the-art video processing technology to deliver a better consumer experience, allowing players to access popular games from their TV sets without having to buy game DVDs or consoles.”
DONT MISS! The mSport Summit 26th April
Join iGaming Business and Telemedia 360 for the only event dedicated to mobile gambling. With two conference tracks over one day, numerous networking opportunities and an exhibition floor to enjoy this is an event not to be missed if you are serious about the mobile gambling market. Expect to hear from and meet the leading players from the worlds of mobile and iGaming, and take the time to enjoy the first ever mGaming Awards and an exclusive networking party.
NEW FOR 2012! The mGaming Awards
April 25th, 2012 The King’s Fund, 11–13 Cavendish Square London, W1G 0AN
www.mgamingsummit.com
NEWS Cross-platform payment gateway makes m-pay quick and secure for customers and merchants Skrill, one of the world’s largest digital wallet providers, has launched Skrill 1-Tap – a new product connected to Skrill’s digital wallet that brings quick and easy mobile payments to merchants and customers. By implementing Skrill 1-Tap, merchants can offer customers the opportunity to pay for goods in ‘one tap’ on any device, rather than having to re-enter login details or credit card information. Research shows that 33% of UK smartphone users made a purchase on a mobile device in 2011. Skrill 1-Tap allows merchants to make the most of this emerging trend by taking the hassle out of m-commerce. When customers make a payment via Skrill with a merchant for the first time, they will be required to enter their payment details as usual. Once complete, they will then be given the option to enable Skrill 1-Tap for future purchases, meaning that the one tap functionality will be enabled next time they come to pay with that specific merchant.
Furthermore, Skrill has also launched an extension to its Quick Checkout Enterprise payment suite, which enables direct card processing, by introducing a brand new HTML5 payment gateway specifically targeted at mobile devices, such as smartphones and tablets. The new mobile payment gateway enables merchants to process payments on any mobile device, whether through a mobile website and/or through an application designed specifically for mobile operating systems. Using responsive design, the gateway will automatically resize so that it is optimised for viewing on any smartphone or tablet device, making life easier for merchants and customers alike. “With new the smartphone revolution, m-commerce has finally the potential to really take off,” said Martin Ott, co-CEO at Skrill. “But the truth is that, for many onthe-go consumers, the idea of using their mobile to enter payment information ap-
pears difficult and time-consuming. Skrill 1-Tap changes all this by offering a quick and easy way to mobile payments. Finally merchants have a solution that makes mcommerce much more convenient, opening up exciting new business channels and giving customers a seamless mobile shopping experience.” With ease-of-use and security at the heart of Skrill 1-Tap, other key features include: • All information displayed on one page to maximise conversion • No card details stored on the device itself • Security code to confirm payments • Instant field validation Skrill is currently used by more than 20 million customers worldwide and has over 100,000 merchants. It is used by global brands such as Skype, eBay and Facebook. Skrill 1-Tap and Skrill Quick Checkout Enterprise are available to new and existing Skrill merchants.
Ultrabook growth to triple as they become new form of mobile computing, Juniper Research points out a new report from analyst firm Juniper Research forecasts that shipments of Ultrabooks – that’s ultrapowerful, portable netbooks like the MacBook Air – will grow at three times the rate of tablets over the next five years. However, tablets volume will remain higher, with 253 million shipped in 2016, compared with 178 million Ultrabooks. The report finds that while vendors have quickly responded to Apple’s launch of the iPad with an array of competing products, the industry has been slow to respond to 2008’s Macbook Air; leading vendors only launched the first Ultrabooks – a new category in mobile computing driven by the world’s largest semiconductor manufacturer, Intel – in late 2011. While the market is bursting with new products post-CES, a number of challenges remain for the industry. As we have seen in the tablet market, without products which are significantly dif-
ferentiated from those of Apple in terms of price and features, gaining traction for its competitors is a difficult value proposition. Furthermore, Intel’s Ultrabook specs bring their own challenges. According to report author Daniel Ashdown: “While Intel’s control of the brand ensures that Ultrabooks stand out from traditional notebooks, vendors face a balancing act in terms of product strategy. Meeting Intel’s specification secures brand status and funding, but the stepchange from notebooks means many of today’s Ultrabooks are too expensive for many consumers.” Juniper’s report also suggest that, Flash-based storage – behind many of the enhancements in Ultrabooks – provides superior performance, which comes at a price, but vendors will need
to augment solid state drives with hard disk drives or cloud storage in the long term. The study also points out that Windows 8 will play a pivotal role in driving Ultrabook adoption, with extended battery life, always-on-always-connected and other functionalities coming with Microsoft’s next OS. Netbooks shipments will comprise just a third of today’s volumes by 2016, as tablets and low-cost, but superior performance notebooks continue to cannibalise this short-lived segment.
NEWS ‘Digital High Street’ comes a step closer as leading brands sign up to NearMe the idea of the Digital High Street has come a step closer with leading retailers Everything Everywhere, Asda and Tescos joining the growing list of retailers signing up to appear on search and discovery app NearMe – adding potentially more than 30million customers to the service that already has an organically grown user base of 500,000. Near me is a mobile guide app – that currently works on iOS only – that lets consumers search for the things they need that are near them, from specific shops, to pubs, hospitals, parking and so on. But what makes this different is that brands can now pay to appear on the home screen of the search service, creating something akin to a digital high street. Everything Everywhere – the latest to join – and Asda and Tescos will all appear on the app and will have branded experiences therein. They join B&Q, French Connection, Fullers Pubs, Young’s Breweries, ScrewFix, Giraffe Restaurants and a host of others now appearing on the app. While consumers can still search the app for what is near them, the brands
that are signing up in droves to the service get to have a preferential presence on the home screen, as well as getting branded space within the app. In addition, they also get to push messages and offers out to the consumers, based on where they are and what they are doing. “Customers can not only see what is around them and find what they are looking for, but they can also engage and be engaged by brands as well,” says a spokesman for NearMe. “Retailers can target offers at specific countries, cities, towns or even individual stores that can then be seen by users. This can be offers, invites, information or even job ads for those stores.” For retailers the NearMe service offers the chance to get listed on maps that users use to find what is near them, as well as to engage with consumers. Starting at £35 per venue for a year, listings are already in the hundreds of thousands worldwide. The addition of Everything Everywhere is significant as it now means that the telco – made up of Orange and T-Mobile
– will now be extensively marketing NearMe to its 28million consumers over the next 10 weeks – something that is hoped to transform near me into a household name and the go to site for finding things when out in the real world. “It really does bring search, discovery and engagement on mobile into the real world,” says NearMe. “It creates a digital High Street on the phone and also digitises the real High Street and adds in a range of social commerce and social engagement to the idea of going shopping.” John Skinner, Group Digital Manager, Fuller, Smith & Turner adds: “When looking for a great pub, our customers know a Fuller’s pub is the natural choice. If they’re out and about with NearMe installed on their smartphones, they’ll now be able to find us in just a few taps. Because NearMe™ will also help them find all sorts of other businesses, we think it will become an invaluable part of their app arsenal.” More retailers, banks and hotel chains are expected to be announced on NearMe in the coming weeks.
56% of public WiFi users potentially putting themselves at risk of ID theft, survey finds new research from web hosting experts UK2 and YouGov has revealed that more than half of the UK’s public WiFi users are potentially putting confidential data at risk by connecting mobile devices to unsecured networks. According to the survey, over half of all UK adults who ever use public WiFi (56%) do not check or only “rarely” check whether a public WiFi network is encrypted before use. Public WiFi networks in places such as coffee shops, pubs, airports or hotels, are often unsecured connections which can expose personal data and leave devices open to online threats such as malware, spyware and cyber-snooping. The research also shows that many consumers are in fact aware of the risks presented by public WiFi networks. According to the research 46%
of all online UK adults are concerned about viruses, 41% admitted to worries about phishing or pharming, and 40% are anxious about the threat of cyber-snooping or hacking while using mobile devices. Yet despite these concerns 22% of UK WiFi users have entered their email password when using public WiFi, 21% have logged into their Facebook account and 8% have sent their online banking password. 15% of those questioned had entered credit or debit card details to make purchases over public WiFi. Without a secure VPN tunnel, this information is freely available to any hackers who might be snooping on a public WiFi network. The findings have been announced by UK2 as it launches VPNHQ, a new brand enabling users to set up a VPN (Virtual Private Network) quickly and easily. VP-
NHQ employs native features of mobile devices to encrypt wireless communications, which makes using public WiFi networks far more secure and greatly reduces the chance of private information such as passwords or bank details being stolen or compromised. “The results of our research on public WiFi usage suggest that users prioritise convenience over taking sensible security precautions,” says Russell Foster, managing director of VPNHQ. “The amount of personal data transmitted from mobile devices is growing, making them increasingly attractive targets for cyber criminals. Using a VPN is a simple, cost-effective and unobtrusive solution which exploits technology already native on almost every internet-enabled device on earth to provide security and peace of mind when using any wireless network.”
NEWS Email, news and social media are key mobile activities personal email access is the most popular use for mobile phones In the EU5 (France, Germany, Italy, Spain and UK), with more than 65.4 million mobile users accessing it in during the three months ending November 2011. News, Weather, and Social Networking are showing strong growth, finds a study published by ComScore. Among the categories accessed daily, the fastest growing category is General Reference, including sites such as BBC, Wikipedia and IMDB. The research from comScore is a clear demonstration that the informative and social aspect of mobile is dominating mobile activities. Comparing the EU5 countries in 2010 and 2011 (3 month average, ending in November), it emerges that the
category Personal E-Mail stays on top with a growth of 41 percent. Social Networking ranks second with a growth of 45 percent. The third most accessed category in Europe was Weather, which might not come as a surprise. Looking at growth rates of categories that are accessed daily, General Reference comes out on top. This includes requests of sites like BBC, Wikipedia, and IMDB. Financial News and News are following on the second and third place considering growth data, with social networking coming up on the fifth rank. The date is part of comScore MobiLens, which measures device trends and behaviour of mobile users aged 13 years and above.
49% increase in UK mobile paid search click share during Q4 2011, says Marin mobile and tablet users accounted for 12% of all UK paid search clicks in December 2011, says Marin Software, a provider of online ad management platforms. This represents a 49% increase in click share as a percentage of the total since October 2011. Over the same period, spend share of mobile and tablet devices increased by 29% to a 7.5%
share of overall search spend. The disparity between mobile click share (12% ) and mobile spend share (7.5% ) highlights favourable performance conditions for mobile advertisers. Relative to desktop search, volumes are growing faster than budgets, resulting in less expensive clicks on mobile campaigns.
And finally…. Telecom2 client to launch in the UK using Pay for Product a south african strip club, which is also a client of telemedia industry stalwart Telecom2, has launched a range of aftershaves aimed at giving men alibis as to their whereabouts. The scents recreate the smells of locations that are commonly cited by men when they lie to their other halves about where they’ve been. The aptly named Alibi range claims to cover the smells of the strip club by using aromas associated with more innocent activities. The ‘My Car Broke Down’ aftershave
is said to recreate the smell of fuel, burnt rubber, grease and steel, while ‘I Was Working Late’ contains the scents of coffee, wool suits, cigarettes and ink. The fragrances cost £24 a bottle and were launched by South African lap dancing club Mavericks. The club confessed that it never expected the idea to be so popular, but revealed it’s received orders from countries in the Far East and Europe - including Britain. “Men seem desperate to get their hands on this stuff,” boss Shane Harrison said.
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Owner of a lonely heart – and a mobile Dating has long had a lot of potential on mobile, but finally it looks like it is entering the mainstream thanks to billing and a certain TV show. Paul Skeldon assesses what it means for telemedia and TV dating is one of the cornerstone services of the telemedia world and it has long had some exposure on mobile. But like so many services that we deal with, complete mainstream appeal seems to have alluded mobile dating. I know that the likes of Isomob would disagree, but it is still a niche service and not yet entrenched in the public psyche. But that is all set to change. A TV dating show here in the UK called Take Me Out has, as our news story on page 3 reveals, launched an app based round the show. The TV show involves one ‘lucky’ lad having to whittle down a coven of 30 young fillies to select the one he wishes to go on a hot date to the show’s own ‘nightclub’ Fernando’s. Along the way he has to do all manner of demeaning things and its all pretty cheap and nasty. It has, however, become something of a hit. Not only does it have mass appeal – filling the shoes of Blind Date on a Saturday night – but also it has become something of a guilty pleasure among the chattering classes too. This broad appeal has seen the show attract millions of viewers and seen the production company roll out an app. The thing is, the app has its own dating functionality built in to it too. Mobile dating, boys and girls, has arrived. The spin off app is designed to let users set up their own profile and chat, flirt and virtual gift their way to a date with fellow users on iOS, Droid and the web, with Ovi and Blackberry versions coming soon. What is clever about this new approach – aside from the great branding, ready made audience and air of OK-ness awarded by being related to a mainstream hit TV show – is that is sort of ‘gamificates’ dating through flirting. Unlike other TV show apps such as those for X-factor and Britain’s Got (no) Talent, which were rather flat and lifeless (although they were a great toe in the water for how TV shows and apps can work together), this app offers a real value add for both the viewer and the TV company. First and foremost the viewer gets a way of engaging with other fans of the show and having social interaction, game play and, if they are lucky, a hot date (or more!). The TV company then gets happy viewers. The TV company also gets an additional revenue stream through the sale of virtual goods – something already seen to be hugely successful on other dating/flirting offerings such as Flirtomatic. All this leads to a double win for the viewers and the TV industry and marks, to my mind, a great moment in interactive telemedia. Now we have a mainstream programme creating additional revenue using a branded mobile offering that engages the consumer and extends the brand from the hour on TV on Saturday night, to all the time. This is exactly what mobile TV interaction should be about. Expect more of these clever spin offs through 2012. 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 Never Stop, Echo & the Bunnymen | What we’ve been amused by “I will not calm down and you can f**k off” | Who we’ve been following Take Me Out | What we’ve been reading about The late great Christopher Hitchens | Febraury 2012 will bring... Mobile World Congress
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Gamification Getting to grips with the desig John Oswald, Business Design Lead of service design agency Fjord, discusses the rise in gamification on mobile
NEVER UNDERESTIMATE the power of a badge. Everyone who was ever a scout knows that earning badges can be an extremely rewarding experience, particularly when it involves an element of competition. But in recent days, we have moved away from sewing patches onto jumpers and displaying trophies on shelves, as rewards go mobile. Today, game mechanics have an increasingly prominent role in our daily lives. Whether this has resulted from the rise of social games, boredom with traditional platforms or savvy shoppers on the lookout for new rewards (or a combination of these factors) is not fully known – but the fact is that ‘gamification’ is a massive trend that’s on the rise. Gamification recently featured at the peak of Gartner’s Hype Cycle Model - a big step for a trend that remained relatively unknown until the beginning of this year. Games are increasingly transforming our experiences, and will continue to be a trend for service designers well into next year.
In essence, gamification is the weaving of mild game dynamics into every day services, to try and improve user engagement. Sometimes it can work well, but success pivots on whether the use of the game tactics actually suit the brand. This process works particularly well on mobile, for example by tapping into a users’ location and social networks. However, gamification should not be approached with a ‘one size fits all’ mindset. The word ‘gamification’ itself often has negative connotations, overcomplicating what is actually a commonly used and simple process. The notion of rewarding customers has always been effective, and for some services such as commerce, can work particularly well: British high street giant Topshop recently partnered with gamification firm SCVNGR to launch a locationbased app, encouraging users to rack up points in exchange for discounts. Subsequently, the company has seen an 8% rise in mobile sales. BEYOND TOPSHOP Yet it is not just Topshop that has jumped on the gamified service initiative: many brands at the moment are encouraging users to earn rewards, whether this is by checking in, or competing for points, medals or places on a leader board. Indeed, it seems that mobile is being leveraged for gaming and is infiltrating our lives. However, it is useful to consider the idea of gamification from a design perspective, rather than a marketing perspective. There is a lot of buzz around encouraging user engagement, but without great design a gamified platform will surely fail. When embarking on a design project, the first step is to consider the brand values and the nature of the experience that the client is trying to bring to market. There needs to be a
clear link between the brand and what it stands for, and the gamified service that has launched, otherwise it is pointless. Similarly, the gamified platform needs to be simple and interesting - it needs to keep people coming back for more. The idea of using gaming techniques to encourage engagement has been around for years, in the form of air miles, happy hours, credit cards, etc. The notion of rewarding customers has always worked, particularly in commerce. With the rise of smartphones and smart services, it was inevitable that platforms that incorporate innovative rewards, which make users feel like they have earned prizes, would be launched. Foursquare is a well known mobile service that has become incredibly successful, simply by offering users a gamified platform on which to compete. The beauty of Foursquare is in its simplicity - checking into a location in one easy gesture enables businesses to provide relevant offers, while the user competes with peers and is able to broadcast rewards socially. FUN-DANE! Games can also make chores and necessities fun and novel. Take Chromaroma for example, a mobile game which shows users their movements and location as they swipe an Oyster Card in and out of the Tube - connecting communities of people and essentially turning an everyday commute into a game. Nike Plus is another good example of game mechanics in action - driving sports activity through an app. It is these kinds of novel, simple services which become overnight successes. Next year we may see the design thinking in services like these spreading further to sectors such health and wellness, and increasingly into marketing. Indeed,
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gn behind the reward game mechanics are already becoming a core component of new marketing. Doubtless, some very innovative services are likely to emerge in 2012 as people grow more used to gamification. WOW FACTOR The most successful designs are those which just seem to work; services that are so good that you keep on using them, rather than services with an initial ‘wow’ factor, but few long-term offerings. As such, gamification should not be its own element of design; rather it
should be embedded into the service proposition. Like many design fads that crop up every so often, 90 per cent of a gamified service ends up having no value. Not everything can be ‘gamified’; leader boards and badges do not represent what is engaging or effective about gaming. We are seeing a much more social dynamic in terms of the gaming techniques that brands are using; experiences are centred on competition and sharing, reward and enjoyment. >>>>>
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>>>>> At the moment, the market may seem flooded with these sorts of services, as is the nature of trends; last year everyone would have been talking about ‘viral.’ Gartner may be right – the hype around gamification may peak soon, but brands will not stop wanting to use gaming techniques as long as they keep people engaged. Supermarkets have been in the loyalty game for years, with coupons and loyalty cards and this can translate well into digital, helped along with gamification. As such, when considering whether a gamified platform will be right for a brand
it is worth remembering that a badly executed service could devalue a brand. This could also lead to a damaging backlash on social media platforms. And importantly, if you approach a brief using the word ‘gamification,’ it is already game over. For gamification to be successful, it must be seamless and intuitive for the end user. Designers are increasingly beginning to realise this and implement accordingly. As the public increasingly adopts smartphone useage, 2012 is poised to take the gamification trend further. It will be interesting to see how gamification evolves and penetrates even deeper into our daily experience, with mobile designers at the helm.
INDUSTRY
M-WEB
Mobile is the internet Mobile internet access is outpacing fixed line access globally for the first time, but while this is cause for celebration, there are issues, warns Rimma Perelmuter, Executive Director, MEF the nature of the mobile device has changed significantly in recent years. It has become an indispensable, multifaceted tool for consumers everywhere and the way it is used extends far beyond its traditional role as a communication device. The way consumers pay for and use content and services over mobile is changing rapidly, as is their motivation for using mobile devices in this way. Traditionally, mobile payments were predominantly used to pay for simple digital goods or services consumed on the device, such as ringtones or games. In recent years, the range of applications and services available over both feature phones and smartphones has exploded, while mobile is also increasingly providing a convenient discovery and payment mechanism for physical goods. New opportunities for consumer engagement, brand positioning and recognition, along with advances in payment business models, are fuelling interest in mobile commerce and the mobile device itself. As a result, mobile is increasingly the primary platform for internet access, according to the Global Consumer Survey (GCS) report from MEF, published late last year. Based on research conducted among more than 8000 respondents in nine countries across five continents, the GCS found that 72% access the mobile internet on a daily basis with 18% no longer using fixed-line internet access whatsoever. In each individual market, the number of consumers accessing the mobile internet daily is higher than the number accessing fixed-line internet. It is clear that mobile has become an important channel for all types of services. Consumers are much more likely to access the mobile than fixed internet on a daily basis. Interestingly, in some markets, more than 20% of respondents who use the mobile internet daily say they don’t access the web on a PC
or laptop at all. A much greater share of the same respondents access both the mobile and fixed internets daily, however, the fixed internet will remain important going forward. Consumers are likely to choose the access channel that is most relevant to them at any given moment. Businesses looking to reach consumers will have to consider both. PURCHASING POWER Seventy-one per cent of consumers have used their mobile phone to make a purchase, with digital products being the items most commonly bought. However, consumers are also paying for physical goods such as tickets, books and electronic goods via their mobile. Meanwhile, 82% of those quizzed reported using their mobile phone to research or purchase a digital or physical product. Findings across all regions concur that the vast majority of respondents are actively using their mobile for the purchase of goods and items. Consumers are making their purchases in a range of different locations, with the mobile web the most common, followed by in-app and app-stores. While mobile operator sites are no longer dominating as a source of mobile purchase, mobile operator billing is still the most commonly used way of paying for purchases. Thirty-eight per cent of respondents had used this method. Credit cards and online payment systems are also fairly common mobile payment mechanisms, however. There is considerable scope for MCommerce growth, but such concerns must be addressed for the full potential to be realised. A substantial amount of respondents don’t have access to either a bank account or other types of stored-value
accounts. Banking and other financial services represent a relatively new area for mobile, but encouragingly, 57% of respondents have used at least one type of mobile financial service. However, despite all the good news, there are issues. The GCS Report cites security as the biggest barrier to mcommerce adoption. As MEF Global Board Chairman, Andrew Bud explains: “This global research illustrates many positive findings regarding consumer engagement across a wide range of mobile content and commerce activities in developed and developing markets. However, with 27% of consumers stating they would use mobile to make purchases more often if security was addressed, the need to build trust further in order to satisfy growing consumer demand is a clear industry call to action. There is work to be done, and MEF’s Global M-Commerce initiative is already addressing the issue of security as a core focus. We invite all forwardlooking companies to take part.” The full report is available to download here http://www.mefmobile.org/initiatives/ mef_industry_surveys/mef_global_ consumer_survey/
INDUSTRY
SHOW PREVIEW
Destination Barcelona Well its here again; another Mobile World Congress looms – the last one at the Fira. So what is on the cards for the telemedia visitor? Paul Skeldon reports
60,000 people. That’s the number expected at this year’s Mobile World Congress in Barcelona next month. 60,000 people all looking to make a buck from the mobile sector. Of course, a lot of it is masts, networking boxes with lights on and, in Hall 2, loads of stuff that no one really understands the function of at all. But for the telemedia visitor there are many things to sink your teeth into – especially up the back there in Hall 7, where let’s face it, all the cool people go. Anyway, there will be much more to come in terms of MWC coverage across the Telemedia product portfolio, but for now, here are some of the key things that are in place and that we are all looking forward to being at and bringing to you guys across all our media channels…
New for 2012
mPowered Brands: Accelerating Mobile Marketing At the 2012 Mobile World Congress, the GSMA is introducing mPowered Brands, a new, multi-faceted programme which focuses on building marketers’ knowledge and accelerating their use of mobile as a marketing medium. The mPowered Brands programme provides an indispensible opportunity for professionals across the mobile marketing ecosystem to gain important and timely insights, practical knowledge and innovative solutions from the companies at the forefront of mobile marketing today. The mPowered Brands programme comprises three key elements: • mPowered Brands Zone - a dedicated mobile marketing-centric exhibition featuring mobile advertising solutions providers including advertising research, ad networks and mobile operator ad solutions; • mPowered Brands Theatres – an environment for marketers, ad agencies, media companies and advertising technology companies to host clients and prospects and provide company and solutions updates, product and service demonstrations, case studies and workshops related to mobile marketing; and • mPowered Brands Mobile Ambassadors - designed as an exclusive, first-class mobile industry learning and tour programme to help marketers and brand leaders share perspectives and make connections for achieving business objectives. App Planet: The Centre of the Apps Universe For the third year, the GSMA will host App Planet, its award-winning developer-focused “event within an event”, providing a unique venue to explore the many dimensions of the ever-changing and critically important mobile apps market. App Planet presents opportunities for the developer community and mobile professionals, from operators to value-added service providers to equipment and device manufacturers to expand their knowledge as well as connect with other major apps influencers. App Planet is open to all Congress attendees and will feature: • Exhibition - focusing on the latest technology from the fast-moving mobile application industry with more than 200 app-specific exhibitors; • App Developer Conferences (ADCs) – sessions with partner-led keynotes, guidance and go-to-market knowledge on successful app development; • Networking - an ideal place for the developer community to connect, network and explore how to redefine mobile; and • App Challenges – competitions designed to engage the application community in creating cutting-edge mobile apps. The Generalitat de Catalunya is the sponsor of App Planet and Samsung is an ADC partner in App Planet.
INDUSTRY
SHOW PREVIEW
Industry CEOs to take the stage at Mobile World Congress The 2012 conference programme will feature 10 keynote sessions, including the Mobile World Congress opening keynote, which will officially kick off the event on the morning of Monday, February 27th, and Mobile World Live keynote sessions, which will conclude the conference programming each day and will be streamed live to tens of thousands of viewers globally via the Mobile World Live portal. Executives who are confirmed to speak at the 2012 Mobile World Congress include: • Ben Verwaayen, CEO, Alcatel-Lucent • Ralph de la Vega, President and CEO-AT&T Mobility and Consumer Markets, AT&T • Sunil Mittal, CEO and MD, Bharti Airtel
• René Obermann, CEO, Deutsche Telekom • Hans Vestberg, President and CEO, Ericsson • Peter Chou, CEO, HTC • Ryuji Yamada, President and CEO, NTT DOCOMO • Franco Bernabé, Chairman and CEO, Telecom Italia Group • Jon Fredrik Baksaas, President and CEO, Telenor Group In addition to the keynote programme, the 2012 conference will also feature dedicated tracks on applications, embedded mobile, mobile advertising, mobile health, mobile money, next-generation technologies and OSS/BSS, as well as sessions exploring business strategy, cloud comput-
ing, developing markets, devices, network capacity, regional issues and social media, among other topics.
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News Roundup
INDUSTRY
SHOW PREVIEW
Gfk to reveal how Loyalty to smartphone brand increases with greater use of digital content a simple, integrated user experience (UX) is driving consumers’ brand loyalty to their smartphone and they are less likely to switch brands the more applications and services they use on the device, new research from GfK, to be presented at MWC, finds. Nearly one in five (19%) of consumers that own both an iPad and an iPhone believe that changing types of smartphone is more difficult than changing bank accounts or gas or electricity providers. As consumers build digital ecosystems and their own world of content on handsets, the study shows that their loyalty to their smartphone brand increases with the number of apps and services they use. The research reveals that the tipping point for loyalty is when a consumer uses seven or more services on their device.
Consumers in the US are the most likely to use seven or more services (61%), followed closely by China (56%) and Brazil (53%). In comparison to this, European countries use fewer services on their smartphone; France and Italy (46%), Germany (45%), Spain (43%) and the UK (42%). The research also examines the impact of three core areas when it comes to consumers’ user experience; simplicity of use, integration of features and access to content. Simplicity is key and 72% of smartphone users say they find it easy to access their device’s applications and navigate the menu system. Therefore, moving from a smartphone that they are familiar with is the biggest challenge to switching devices. In fact, the research reveals that the main barriers to switching all relate to user experience:
Here in my car
• 33% of respondents cited disrupting their current smartphone set-up (i.e. the apps and features I use) • 29% - having to learn how to use another type of smartphone • 28% - having to move their content (music, video, books, apps) from one type of smartphone to another. Consumers that build a library of media and content are demanding access to all of their digital content, irrespective of the device they are using. Almost three-quarters (72%) of smartphone owners think it is important to access the content such as music, books and apps on any internet enabled device, such as smartphones, tablets and TVs. This figure increases to 80% and becomes even more important to consumers that own all three devices; a tablet, smartphone and PC.
Ford executive chairman to outline personal mobility vision Ford Motor Company Executive Chairman Bill Ford will deliver a keynote address to the 2012 Mobile World Congress on 27 February outlining the company’s future vision for smart transportation and personal mobility. Bill Ford will be the first automotive leader to deliver a keynote address to the Mobile World Congress – among the world’s most influential mobile technology events. He will discuss how technology and innovation can enhance personal freedom and mobility despite increasing vehicle populations and rapid urbanization. Ford Motor Company has been actively developing both car-to-car communications and cloud-based vehicle systems, as part of its strategy of creating a connected vehicle future. At the conference, Ford will demonstrate its EVOS Concept vehicle, a visionary technology experience that seamlessly connects the vehicle and the driver’s “personal cloud” of information. Drawing on historical driver behavior, travel patterns, weather information and even the driver’s schedule, the EVOS Concept delivers a personalized driving experience that can enhance fuel efficiency, safety, time management and driving enjoyment. Ford also will demonstrate Ford SYNC, the advanced in-car communication system developed with Microsoft. Already popular in the U.S., Ford SYNC debuts in Europe this year. Mobile World Congress is the world’s foremost mobile communication industry event which hosts the industry’s leading innovators and service providers. In 2011, the event attracted more than 60,000 attendees.
INDUSTRY
SHOW PREVIEW
UKTI stand to showcase all that is great about UK mobile technology ahead of the Olympic Games in London the uk will once again have one of the largest country delegations at Mobile World Congress through exhibitors and visitors to the show. At last year’s MWC, an estimated 15% of delegates were from the UK. The eyes of the world will be firmly focused on the UK in 2012. As well as the Queen’s Diamond Jubilee, the UK will also showcase its world-leading arts and creativity in Festival 2012, the country’s largest-ever series of cultural events. Then on 27 July, the Opening Ceremony of the ultimate technology showcase, 30th Olympic Games, will get underway.
At MWC, UKTI is working with the ICT Knowledge Transfer Network (ICT KTN) to deliver a programme that will demonstrate UK thought leadership in the sector through seminar sessions and bring together UK companies from around MWC with global decision makers. The UKTI stand (AV35) provides a snapshot of the UK’s success in mobile and wireless, showcasing examples of the country’s leading-edge innovation. It features solutions, services and products developed by a selection of UK technology SMEs, who have been selected to
feature on the stand as exemplars in the sector or have won their place through a national competition that was run by the ICT KTN. Companies will be featured as examples of hot topic areas that include: Smart Infrastructure, High capacity solutions, Mobile Services & Applications and Cloud & Internet. Advice and support is on hand from UKTI advisers, who are ready to discuss and support companies to further their global business strategies and help them realise their international ambitions.
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Core Telecom
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AdultXpand
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txtNation
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Telemedia Industry Directory Kwak Telecom Ltd
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tyntec
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Paul Markham
Dimoco
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telequest & Internet Solutions GmbH
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