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FOR EVERYONE IN MOBILE CONTENT

AUGUST 2010 ISSUE 66 WWW.MOBILE-ENT.BIZ

INSIDE THIS ISSUE Gettin’ down with Uplinq What was brewing in San Diego

MOBILE ENTERTAINMENT

Aural pleasure App makers – don’t neglect sound That’s a bit rich Mobile ads get all flashy ...and loads more

Equality street 50 women making an impact in mobile content

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CONTENTS AUGUST 2010 | ISSUE 66

FEATURE

STOP PRESS, GO FORWARD

9 CLASS CEILING It’s not a man’s man’s man’s man’s world. And thank God for that. Men can be so tiresome, with their endless sports chat and ill-fitting chinos. Here’s to diversity, we say. And here’s to the women making an impact in mobile content…

FEATURE

16 ON THE UPLINQ ME went to San Diego to find out what Qualcomm has planned in BREW, power-saving displays, healthcare, augmented reality and more…

INSIDE THIS ISSUE 4 OPINIONS Why mobile is perfect for 3D, and a warning about iPhone myopia.

12 SOUNDS INTERESTING App makers need to think about audio ‘design’, says Condiment Junkie

14 AD’S NEXT? What’s the alternative to the banner? And do we really need it?

19 EMERGENCY CONFERENCE ME’s next Monetising Mobile event will be on emerging markets. Be there!

22 PRIZE TIME The ME Awards are open, so sort yourself out and enter now. It’s free.

24 JOBS Who’s in? Who’s out? Who’s shaking it all about?

36 DISCONTENT Usually something in here about sex.

25 MARKETPLACE YOUR GUIDE TO THE MOBILE CONTENT INDUSTRY

Download the

Working in a new media industry like mobile makes you acutely aware of changing business models. And when you're a journalist, this awareness is sharpened by the fact that it's not just happening to those you write about: it's happening to you.

Penning all those stories about apps, ereaders, paywalls and so on – well it's pretty thought-provoking.

Here at ME, we're very excited about these new technologies. And again, not just because they give us a chance to report innovation and progress by others, but because they challenge us to ask ourselves questions about how we inform and entertain.

In the last year, we've invested heavily in our online presence, launched an iPhone app and established our Monetising Mobile conference brand. Meanwhile our awards and Meet-Up networking events go from strength to strength, consolidating their collective position as the industry’s best community-building destinations.

All this activity has inevitably moved attention away from the print title that started everything off. Let's be honest, in a world in which immediacy rules, it's becoming harder to justify the effort required to maintain a well-designed print publication.

We need to go where our readers are. Today, that's overwhelmingly online. Which is why we've taken the decision to close the magazine.

Our last issue will be October.

Yeah, it’s a bit sad. But for the team here, it’s also a tremendous opportunity, freeing us up to commit more time and resources to web, apps and events. Ultimately, it’s all about giving you speedier and richer access to news and analysis.

And that process will start immediately.

In November we launch a re-designed website incorporating: Richer social media integration Video interviews Video options for advertisers Revamped recruitment resource Customisable content Deep content archive (cross-referenced by company/product) Industry directory The re-launch will continue the amazing progress we've made online in the last year. Key to that process was hiring the peerless mobile journalist Stuart Dredge as online editor. His contribution undoubtedly helped us go from 36,000 uniques a month to 80,000.

That’s enough to convince us that pretty much anyone connected with mobile content anywhere in the world is now reading ME online.

Mobile content has changed drastically since we launched in 2005.

Today, because of smartphones and apps, it's right at the centre of the world. Thanks to the investment we've made and the expertise of the team here, ME has become premier source of news, analysis and community for the burgeoning content industry.

It might not be on paper any more, but we're ready to begin ME’s next chapter.

Tim Green Tim.Green@intentmedia.co.uk

iPhone app!

Available for free at the iTunes app store To sponsor the ME app contact Katy Grant on 01992 535647 or email katy.grant@intentmedia.co.uk now!

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57 per cent

5 billion

88m minutes

...of Android apps are free, says Distimo. No wonder.

In some regions, you can’t buy even if you want to.

The world has five billion mobile subs, which means there are 1,697,254,041 more to go before everyone has a phone.

That’s how many minutes of World Cup coverage were served by MobiTV.

IN BRIEF

OPINION

No Nexus Two Google has confirmed it will not be repeating its experiment in the hardware space. There will be no Nexus Two, despite Google’s claim that the first device was a massive success. Eric Schmidt, Google’s CEO, told The Daily Telegraph that the Nexus One served its purpose of pushing the abilities of the Android operating system, and paved the way for succeeding devices like the HTC Desire. He insisted it was never meant to grab significant market share in the hardware space. Of course, where the Nexus One failed was in its attempt to kickstart an online sales model for handsets and thus loosen the grip of the operators on the retailing of devices. This was a disaster, with Google accused of mishandling the logistics involved.

LG to make Android tablets Korean handset maker LG is set to launch the Optimus series, a multiplatform range that will include smartphones and tablets. The devices range from entry to premium level, and there’ll be around ten launched in the second half of this year. First up are two androidpowered smartphones, the LG Optimus One with Google and the fashionfocused LG Optimus Chic. The latter incorporates the Android 2.2 Froyo OS. Intriguingly, LG will be introducing its first tablet device as part of the series later this year. This makes it one of the first companies to use Android to ‘do an iPad’ – and it accelerates the blurring of the lines between smartphones and bigger form factors, and the companies making them.

Embed with Appsfire App discovery startup Appsfire has launched a new App Store search widget, which can be embedded on any website or blog. The company describes it as ‘a cool, neat widget to be placed on your blog, on your site or on your web page, that will search the app store in a fast and elegant way’.

The widget lets users search for an app, and brings up a list of suggestions.

Appsfire says it will share commissions on revenue generated by the widget with websites that embed it.

Kin canned Microsoft has ditched its Kin handset after just a couple of months on the market. The devices were aimed at bringing messaging, social features and music to young people in the US. Now, after a change of personnel, Microsoft has made the decision to focus on the Windows Phone 7 launch and will not ship Kin in Europe as planned. It will incorporate ‘valuable ideas and technologies from Kin into future Windows Phone releases’.

4 | August 2010 Mobile Entertainment

Three form Never mind TV and cinema, it’s mobile with its speedy replacement cycles that will embrace 3D first, says Movidius’s Sean Mitchell… t would be hard to have missed mention of 3D content over the last year. It seems to have been everywhere.

Due to heavy marketing by film studios and OEMs, consumers have been led to believe that the most natural home for 3D entertainment content is cinema and television. But they’re wrong. The place where 3D entertainment is going to get the quickest, strongest traction and really gain widespread acceptance before moving into the rest of the market, is mobile phones.

The market potential for 3D entertainment is clearly huge. Cinemas have seen huge returns on ‘3D event’ films such as Avatar. TV manufacturers are pushing the latest 3D-enabled sets. TV stations are marketing events that are most naturally suited to a spatial dimension; sports and documentaries, while console manufacturers such as Nintendo and Sony are producing various devices using 3D gaming technology.

However, cinema going is an occasional treat; an event. It’s not something you can experience dayin, day-out. And people only tend to buy new TVs every six to seven years.

Essentially, manufacturers are having to play off the desire for 3D against the expense of buying a new TV. And remember, half of the world has already spent money updating to HD LED TV sets; they’re not likely to pay for an entirely new set so soon.

In terms of technologies you can own, and therefore integrate into your life, mobile phones are not only cheaper than TVs and games consoles, but, critically, refreshed about every 18 months. Contract expiration periods and heavy subsidies ensure that the latest mobile technology is delivered to the hands of consumers in a way that is now semi-institutionalised.

It’s always been that way.

Mobile phones have proven very adept at picking up consumer trends such as imaging, video and internet early in order to differentiate themselves. To be honest, up to now the technology hasn’t really existed to reproduce a high-quality 3D experience on mobiles. But with the latest advances in processing, screen and

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power technology, it’s now happening. It looks likely that 3D will feature heavily in next year’s handset launches.

A very important factor is that mobiles are generally held about ten to 14 inches from the face. This is regarded as the ‘goldilocks zone’ for personal 3D; the sweet spot for 3D screens that do not require the user to wear 3D glasses, such as the ‘autostereoscopic parallax barrier’ screens used in Nintendo’s new 3DS 3D handheld gaming console. This is critical to the mass adoption of 3D on phones, as 3D glasses – expensive and cumbersome – are a barrier to adoption. Very few people would bother to carry around 3D glasses all the time, let alone continually take them on and off every time the phone is needed.

Phone cameras can also easily be placed at the perfect eyes’ distance apart (the intraocular separation), at either end of the phone, to achieve effective 3D images.

A simple thing that’s also generally overlooked in the context of 3D is the small size of mobile phones, and their constant presence in your pocket. This makes mobile phones ideal for ‘immersive’ video recording of everyday life. A pocketsized phone can easily be moved up to, into and around scenery and objects in a way that brings the best out of 3D. This, twinned with the fact that video editing is also about to hit phones in a big way, adds up to an enjoyable UGC (user generated content) experience.

There are also some really exciting licensing possibilities here. Networks and phone manufacturers can make some serious money out of 3D content due to its likely perception as ‘premium’ content. This will help it to explode.

I believe there is a very real possibility that mobile 3D platforms will outstrip other content delivery platforms, and will form most consumers’ first experience of owning 3D technology. Once again, in terms of mobile entertainment content, the humble mobile phone is going to lead the way.

Sean Mitchell is CEO of mobile multimedia processor company Movidius.

There is a real possibility that mobile 3D platforms will outstrip other content delievery platforms, and will form most consumers’ first experience of owning 3D technology. Once again, the mobile phone is going to lead the way.

www.mobile-ent.biz

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Four in five

1bn

8,810

...phones will offer GPS by 2011, says iSuppli. That's up from 56 per cent in Q1 2009. So now you know where you are.

The seven figure mark has been passed for Android downloads, says AndroLib. And there are 85,000 apps to choose from.

Microsoft responded to web rumours that the Kin sold 503 phones with an official figure of 8,810. Still terrible, of course.

IN BRIEF

OPINION

Sony Ericsson posts E12m profit The Swedish handset maker Sony Ericsson has continued its rehabilitation, posting earnings of e12 million for its second quarter ending June 30th, compared to a loss of e213 million in 2Q09. It’s the second successive quarter that the firm has posted a net profit, following earnings of e21 million in 1Q10. Sony Ericsson’s sales for the quarter were e1.76 billion, a 25 per cent increase sequentially and a 4 per cent increase year-on-year, from 11 million units shipped (down 20 per cent). The improved performance was underpinned by good sales of Satio, Xperia and other smartphones.

Admoda doubles mobile ad traffic in a year UK ad network Admoda has continued its rampaging progress: it now serves over 7.5 billion ads per month with sister firm Adultmoda. The firm, which is entirely self-funded and in profit, has grown steadily since launch four years ago. And it's done so despite rejecting around 70 per cent of all publisher registrations in order to maintain a high quality of sites and apps for its advertisers. It also recently updated its customer interface to include an overhaul of country and handset data presentation, a new campaign planner for advertisers and a comprehensive revenue breakdown per country for publishers.

Wave in a million Samsung has sold one million units of its flagship Bada phone, the Wave.

The announcement should be a source of pride for the handset firm, which has gambled on creating its own smartphone platform for its higher-end devices. The firm also makes Windows, Android and Symbian phones so its Bada move raised some eyebrows. The success of Wave should help vindicate its strategy to build a platform that can deliver an ecosystem and act as a source for apps.

If you want an Android app, do it yourself Google has launched the DIY App Inventor for Android, with a view to encouraging product development for those with no programming knowledge.

Google says the platform can be used for everything from games and quizzes to social apps. It also lets people tap into Android features like GPS and text-to-speech, as well as external sites like Twitter. The DIY space is currently dominated by third party firms like App Makr, although Nokia offers something similar called Ovi App Wizard.

6 | August 2010 Mobile Entertainment

Majority rules Forget the hype around apps, and think about what works for mainstream users – especially those in developing markets, says Buzz City’s KF Lai… f companies are serious about making money from mobile, they mustn’t be dazzled by the latest technology. Instead, they should focus on understanding consumers and their engagement with their phones – how they use it, when they use it, what they use it for. Only then will they attract and retain the large audiences that in turn attract large ad revenues.

The current hype around the App market is a perfect example of how companies are putting technology ahead of their audiences. Due to all the hype around the space, many companies seem to think that all they need to do to create a profitable mobile strategy is to develop an app.

But apps can’t help companies reach the large audiences advertisers value. Apple’s iPhone accounts for 14 per cent of the global smartphone market – and the smartphone market is only 17 per cent of the total population of mobile users.

Far better to invest time and money trying to understand your audience. This is of particular importance if you are planning a panEuropean or even a global campaign. Consumer interaction with mobile phones differs greatly between regions as does the sophistication of handsets. So mobile strategies must be tailored accordingly.

At BuzzCity we are continually asking our communities for first hand feedback. We use this info to develop new content platforms that attract large numbers of consumers who remain engaged with, and loyal to, the platform.This is something that rates highly on an advertiser’s list of priorities.

Our latest venture – the free mobile gaming platform Djuzz – is a case in point. The fact that we are able to provide the content free of charge is due to the revenue we can generate from advertisers, attracted to the high level of interest and engagement from consumers.

The high consumer figures can also be attributed to the fact that the content is accessible via the mobile web and as such consumers do not require highly

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sophisticated smartphones. Browsing technology has been available for many years and so doesn’t receive the column inches of the latest App or augmented reality device.

But if it’s a diverse and profitable audience you’re after, it can certainly deliver the results.

Since it launched in January 2010, Djuzz has served 12.8 million free games to 22.6 million unique visitors across Java, Symbian and Android. We’ve learned that the service reflects events in the real world, with the most notable example being the World Cup. Djuzz delivered 8.3 million games to 14.8 million uniques in June. That's up 295 per cent in terms of downloads and 335 per cent in terms of unique visitors from May. Prior to the World Cup, football games grew on average 64 per cent in monthly downloads but between May and June this grew to 709 per cent.

Other sporting events such as The Indian Premier League, World Twenty20 and various international cricket tournaments in the first six months of the year also saw increased downloads of cricket games by surfers in India, Bangladesh and Sri Lanka.

Developing content on accessible technology platforms is becoming ever more important as the markets in the emerging world start to develop and offer significant opportunities for growth.

In markets where accessing the internet via the mobile is cheaper and easier than via landline connections, consumers are increasingly hungry for exciting new content and if this can be offered at low cost through advertising, large audiences will follow.

It is a win-win scenario for advertisers who are also able to promote their brands to what is often an entirely new market for them.

For those companies interested in tapping into larger and more profitable communities of mobile users, the only strategy to use is one that ensures audiences and not technologies, take centre stage.

KF Lai is CEO of Buzz City

In markets where accessing the internet via the mobile is cheaper and easier than via landline connections, consumers are hungry for exciting content. And if this can be offered at low cost funded through advertising, large audiences will follow. It’s a win win for advertisers

www.mobile-ent.biz

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g in es s i et dat n o up ew pp n a M et bile the ne G o n ho M o iP E M

How to get ahead in emerging markets India • Brazil • South Africa • Middle East • And more Tuesday, September 28th The Soho Hotel, 4 Richmond Mews, London

Conference & Dinner from £199 Gold Sponsor

An ME Event

For sponsorship and delegate booking information contact: Katy Grant on 01992 535647 or email katy.grant@intentmedia.co.uk

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TOP 50 FEMALE EXECS

These senior sisters are making mobile a more equitable and diverse industry for us all. Hurrah, we say. Clockwise from top left, they are: Forrester’s Julie Ask, Sony Ericsson’s Balbir Blugan, Layar’s Claire Boonstra, US Cellular’s Mary Dillon, Fox Mobile’s Amelia Gammon, Shazam’s Beatrice Farina, Vodafone’s Lee Epting, Cherry Media’s Julia Dimambro

Head girls ow that everyone from the retired schoolteacher to the teenaged school-leaver has a smartphone, it’s safe to say that mobile content has finally pulled away from its techno-centric roots to emerge blinking into the glare of mainstream adoption.

Mobile is for everyone. It’s supposed to be a communications medium, stupid. So we should expect its businesses to be reflect its diverse appeal.

To be honest, it doesn’t. Not yet. Those male-oriented tech roots endure. But talented women are in evidence, and we’re pleased to namecheck some of them here.

As ever, we may have missed some out.

Please email our omissions and your complaints to the usual address…

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JULIE ASK Principal analyst, Forrester When ME asked its audience to suggest names for this list, Ask came up more than most. One of the analysts that wields true influence in this space.

KATE BARRY General manager, PlayPhone PlayPhone is one of the big winners in the post-D2C era, one of the few to flourish in transferring its skills to B2B, social media more. Barry is one of its key players. www.mobile-ent.biz

Time again for ME to put the spotlight on the top 50 high-flying female execs in mobile content…

BALBIR BLUGAN App acquisition manager, Sony Ericsson As part of its reinvention around touchscreens, SE is looking afresh at apps – with former THQ exec Blugan in charge.

CHERYL DALRYMPLE CFO, Admob $750m sale to Google? AdMob must have a decent CFO. Step forward Cheryl Dalrymple, one of the original AdMobbers.

CLAIRE BOONSTRA Co-founder, Layar AR is undoubtedly mobile’s new new thing.

And Layar, the firm founded by Boonstra, is its biggest champion.

MARY DILLON CEO of U.S. Cellular The only female CEO of a US wireless carrier – albeit it a tier two carrier. Just a few months into the job. Will be interesting to see her approach to content

JENNIFER BYRNE Director of business development, Verizon Wireless Verizon has always been associated with content, thanks to Get It Now and V-Cast.

Byrne was involved with all of this, and is now taking the operator into new areas.

LAUREL CHAMBERLAIN Director of digital engagement, Turner Broadcasting EMEA Under Chamberlain, Turner has become deeply committed to mobile, and thanks to brands like Ben X, it has serious clout.

ERICA CHRISS VP of strategy and biz dev, Greystripe In the midst of the Apple/Adobe spat, Greystripe made much of its Appleapproved rich ad formats. Nice one, Erica.

Verizon’s Jennifer Byrne (top) and Accel’s Judy Gibbons

JULIA DIMAMBRO MD, Cherry Media We make no apologies for the perennial appearance of Dimambro in our various top exec lists – just as she makes no apologies for being the face of mobile porn.

LEE EPTING Director of branded content services, Vodafone Epting moved from Nokia to front Vodafone’s 360 launch. It was not the greatest success, but Voda ain’t giving up. And with WAC, JIL and the rest in the ascendant, Epting could yet make a huge impact.

BEATRICE FARINA Marketing communications director, Shazam Shazam has 75m users, and there are Mobile Entertainment August 2010 | 9

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TOP 50 FEMALE EXECS

Clockwise from top left: InMobi’s Anne Frisbie, GoFresh’s Sabin Irrgang, Beep Marketing’s Helen Keegan, Loopt’s Alice Lankester, Telenor’s Sissel Henriette Larsen, Gartner’s Carolina Milanesi, Neomedia’s Laura Marriott, Nokia’s Mary McDowell, Mach Mobile’s Bernadette Lyons, Sky’s Emily Lloyd

persistent rumours of a big-money acquisition. Farina’s job is a lot bigger than it used to be.

TANYA FIELD Director of mobile data group, Telefonica O2 One of the most senior figures in the European content space. Field oversees Telefonica group strategy in UI, advertising and mobile internet.

ANNE FRISBIE head of InMobi North America Some ad networks flare briefly and then fall off the radar. Others are like InMobi and seem to grow and grow. The firm’s next big project is Europe and the US. Frisbie will be taking on AdMob, Apple, Millennial, Mojiva…

AMELIA GAMMON VP of international, Fox Mobile With two years at Fox and a spell at Universal before that, Gammon knows as much as anyone about movie and TV licensing. Good at catching trout too.

JUDY GIBBONS Partner, Accel After a board level career in mobile companies, Gibbons started funding them in one of the telco world’s busiest VCs. Also CEO of Mippin.

TAMARA GRUBER VP of marketing, Crisp Big year for Crisp, which under Gruber launched new rich media ad formats and ran campaigns with Intel, Ford, VH1, Stanley, and other major brands.

MADELINE HERDRICH VP of mobile (North America), Paramount Formerly a senior exec at AT&T, Herdrich knows her way round US mobile, and now leads wireless strategy for one of the big league Hollywood studios.

10 | August 2010 Mobile Entertainment

DeNA’s Tomoki Namba (top) and Zed’s Michaelia Negri

SABINE IRRGANG COO, GoFresh Co-founder of the German firm, which forged a mobile social space long before Facebook entered the scene. The ‘itsmy’ service now has five million user created pages.

EMMA LLOYD Head of mobile, Sky Sky is big in mobile thanks to apps and streaming deals with operators. Former BT exec Lloyd has been its head of mobile for two years.

JESSICA KAHN VP of engineering, Tapulous Kahn may be the industry’s most acclaimed female engineer. She worked at Apple on the Safari bowser team before moving to one of the pioneers of the app space. Tapulous was, of course, bought by Disney this year.

CATALINA LOU European sales director, EA Lou paid her mobile dues at iFone and Glu and is now helping EA replicate its console success in mobile.

HELEN KEEGAN Founder, Beep Marketing Look up ‘networking’ in the dictionary and you’ll find a picture of Helen Keegan.

Everyone loves Helen, doyenne of MoMo, Swedish Beers and a myriad other mobile get-togethers…

SANYU KIRULUTA team lead, developer relations EMEA, RIM As the BlackBerry moves inexorably towards the consumer space, RIM is focusing more and more on its app strategy. Kiruluta is central to the planning process. Look at for ‘super apps’ – coming soon.

ALICE LANKESTER VP of marketing, Loopt This Silicon Valley veteran left Photobucket to join what has become one of the giants of the social location sector, with over four million users. Good move.

SISSEL HENRIETTE LARSEN director, apps and content, Telenor Group Been around since the dawn of our marvellous industry – first with Telenor then DRM firm Beep Science then back to Telenor again, where she heads up the operator’s content strategy. Larsen has also been a MEF board member.

BERNADETTE LYONS MD of Mach Mobile Big year for Lyons and Mach Mobile (formerly End2End), which is transferring what is learned as a games portal manager into the app store payments space.

LAURA MARRIOTT Director, Neomedia After a sticky start, there’s genuine movement in the barcode space that NeoMedia owns all the key IP for. Marriott has all the experience to maintain it.

SARAH MCCLUSKEY Commercial director, 4th Screen Advertising MIG’s ad division 4th Screen is starting bring in the big agencies and brands. McCluskey is a key member of the team.

KRISTIN MCDONNELL CEO, Limelife LimeLife operates at ‘the intersection of community, shopping, and entertainment’, and purchased Tapatap last year. McDonnell is a powerful driver of new retail ideas.

MARY MCDOWELL EVP, mobile phones unit, Nokia She’s been a board member since 2004, but last month McDowell got promoted to head of devices. Nokia’s poor recent form should give her lots of leeway to try new things. www.mobile-ent.biz

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TOP 50 FEMALE EXECS

Clockwise from top left: Com2Us’s Ji-Young Park, MEF’s Rimma Perelmuter, Google’s Diana Pouliot, Obopay’s Carol Realini, Nokia’s Liz Schimel, Motorola’s Christy Wyatt, Smaato’s Petra Vorsteher, Turkcell’s Melis Turkmen, Out There Media’s Kerstin Trikalitis, Quattro Wireless’s Lynn Tornabene

CAROLINA MILANESI VP of research, Gartner Mobile Devices Milanesi leads the research for mobile devices worldwide and is responsible for the forecasting and market share in this area.

CASSANDRA MILLHOUSE Director of product marketing, Amdocs OSS With data and payments moving centre stage, Amdocs is in high demand. Millhouse is an eloquent communicator for the firm that bought MX Telecom earlier this year.

TOMOKO NAMBA CEO, DeNA DeNA’s Mobage Town social network makes $500m a year. Under Namba, the Japanese firm has moved into the US and China, and launched apps on iPhone.

MICHAELIA NEGRI Country manager, Zed UK Negri is the woman re-fashioning the UK from one of Zed's blind spots to its flagship B2B operation. An eye-catching deal with games retailer Game has already been done.

JI YOUNG PARK CEO, Com2Us Park is one of the most successful of all female CEOs in our business. She founded Com2uS in 2000, and it’s still the Korean games publisher with the biggest global footprint.

RIMMA PERELMUTER Executive director, MEF The face of the industry’s own trade body – one she has guided to well over 150 members since her recruitment a decade ago.

DIANA POULIOT Director of mobile advertising, Google Given Eric Schmidt’s pronouncements about mobile – and that swoop for AdMob – you can imagine how significant Pouliot’s contribution could be. www.mobile-ent.biz

LUCIA PREDOLIN Director of international marketing, Buongiorno Ten years ago Buongiorno sold ringtones.

Now it’s a veritable giant of mobile marketing, B2B and community services. Predolin is part of the team behind the transformation.

CAROL REALINI CEO, Obopay Among the dozens of acquisitions made by Nokia, Realini’s Obopay is one of the most intriguing. The market for person to person payments could eclipse anything seen so far.

PETRA VORSTEHER EVP, Smaato Co-founder of one of the German firm, which is one of the world's fastest growing ad 'optimisers' – now in 220 countries with 40 plus networks.

HTC’s Cher Wang. If you have a Desire phone, you’ll know what a great job she’s done.

LAUREN WALTER Head of international, Flirtomatic Being head of international at Flirtomatic is quite a role given that the multi-award winning social networking has expanded into German, US and Oz – and is clearly looking at other destinations.

LIZ SCHIMEL SVP of music, Nokia Nokia has successfully reached out to the record labels, with Schimel directing the strategy. Fair to say, some Nokia music services have worked better than others, but hers is still a massive job.

CHER WANG Chair, HTC From maker of crap Windows phones to Apple’s closest competitor in the sexy smartphone space in less than five years .

The transformation is a total credit to Taiwanese founder Wang.

LYNN TORNABENE CMO, Quattro Wireless/Apple Formerly with Google's DoubleClick division and now – wouldn’t you know it – with Apple, thanks to the latter’s purchase of Quattro earlier in 2010.

CHRISTY WYATT Corporate VP, software and services, Motorola Wyatt has been with Moto for years, so she must be enjoying the company’s renaissance thanks to sleek Android devices like the Droid.

KERSTIN TRIKALITIS CEO, Out There Media Out There’s concentration on largely message-based operator campaigns has been a huge success. Trikalitis is the high profile boss, but she should share her inclusion here with co-CEO Daphne Loukas.

JEANNIE YANG Diirector of product alchemy, Smule Products like Ocarina, which combine music with play and community, have made Smule one of the boundary-pushers in mobile apps. Yang guides such projects ‘from concept through completion’.

MELIS TURKMEN Head of mobile marketing and advertising, Turkcell Some of the best innovation comes out of emerging markets. That’s the case with Turkey, where mobile marketing is wellestablished and often experimental.

Turkmen is one of the space’s premier execs.

FIAMMA ZARIFE Diirector of value added services and roaming, Claro The country that put the B in BRIC is a magnet for content makers, with its vast and music-mad subscriber base. Claro has over 30 million subs, and Zarife is directing the VAS strategy.

Mobile Entertainment August 2010 | 11

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SOUND IN GAMES

Interesting

sounding app The graphical quality of mobile content has improved beyond recognition in the app era. But usually the audio is primitive.

“Missed opportunity,” says Condiment Junkie’s Russ Jones.

Stuart Dredge asked why…

n the games space, sound and music has always been integral to the whole play experience – from the electronic melodies that supported early Mario games to the orchestral suites written for today’s epics. Now, with smartphones becoming genuine games platforms in their own right that attention to detail is being carried over into the mobile space.

But can the same be said of apps? The honest answer must be no. Fact is, many apps come with rudimentary sound at best, but often no audio at all.

London-based sound specialist Condiment Junkie thinks this is pretty terrible, and a lost opportunity both creatively and commercially.

The company describes itself as a sonic art and sound design house, and works with brands to create ‘sonic identities’ across different platforms, including TV, radio, websites and now mobile. If you’ve used Jamie Oliver’s 20 Minute Meals iPhone app, that’s them – working with developer Zolmo.

Russ Jones, Condiment Junkie’s creative director, expresses bemusement at the plethora of silent smartphone apps, saying that adding sound creates a ‘tactile element’ and reinforces whichever brand has commissioned the app. He thinks developers have often had their priorities in other areas, whether it’s back-end tech, graphics or user interfaces.

“It’s not been foremost in their priorities, and unless you pay attention to it, you don’t necessarily miss it,” he says. “Once you do see it, it’s a much fuller experience. Time is running out for the old attitudes though: in two to three months, if you don’t have sound, you’re going to stand out.”

Jones admits that sound can be seen as somewhat intangible – if people are deciding how to spend their development

I

12 | August 2010 Mobile Entertainment

budget, splashing the cash on audio may seem like it’s unlikely to make them extra money or generate more downloads.

However, Condiment Junkie’s preferred method is to work with brands on all aspects of their sonic branding, including mobile, rather than just tack on sounds to an existing mobile app at a late stage in development.

Jones talks about how the company might work with a hybrid car manufacturer to design the way the vehicle sounds – but then carry that through to its advertising and any spin-off mobile apps too. “If someone’s been in the app and then logs onto the website, it’s the same. We’ll do any individual part of it, but ideally you’re involved in every single touchpoint of that brand.”

In the case off the Jamie Oliver app – which won an Apple Design Award –there were navigational and button noises, as well as a ‘sonic ID’ for the start of the video clips.

“It was also things like sonic ergonomics.

They were going to have Jamie reading out each step in the recipes, but we suggested that this would get annoying over time, so we had him doing one line every four or five steps,” says Jones. “It’s another major part of our approach: when you’re doing sound for an app like that, silence is as important.”

Needless to say Jones sees the app space as full of potential, and is already formulating ideas for how sound could bring a new dimension to the iPad. It’s already worked on one app: Phaidon Design Classics, which is a collection of design milestones – taking in Le Corbusier, Starck, the clothes peg and the Braun portable radio, among 1,000 products.

“Every sound had to have a certain craftsmanship and quality to it,” says Jones.

“So we went to a watch museum and recorded all these beautiful sounds – clicks and chimes – and used that as the basis for the sound in thes app.”

Time is running out for the old attitudes though: in two or three months, if you don’t have sound, you’re going to stand out.

Above, top: Russ Jones, creative director at Condiment Junkie.

Below: The Jamie Oliver app won an Apple Design Award

www.mobile-ent.biz

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MOBILE AD MARKET

Is it better to be rich?

The birth of Apple’s iAd format has focused attention and hype on rich media in-app ads. Mobile advertising with video, expandable banners, GPS and more is certainly the new thing, but is it the best thing, ponders Tim Green… ast your minds back to 2007 if you can. I know. Seems like a million years ago. In a way, it was. That was the year of the first mobile advertising feeding frenzy, the year that Microsoft, AOL and Nokia made big money swoops for Screentonic, Third Screen Media and Enpocket respectively. They were prescient moves, if you think about it – correctly guessing that advertising would be one of mobile's hottest new sectors. But like so much M&A activity in tech, it's not what you gamble on that counts, but when you gamble on it.

Spool forward to 2009/10 and suddenly the investors are hot for mobile advertising again, with Google paying $750m for AdMob and Apple bringing Quattro under its wing. These deals are being transacted in

C

14 | August 2010 Mobile Entertainment

Ads for Toy Story 3 (main pic) were used to show off the iAd format. 4th Screen’s Mark Slade (above) believes the format is a good thing for the market.

a market governed by client-based apps, and companies like Screentonic with their carefully cultivated operator relationships are no longer at the centre of things.

The emergence of the app and the explosion in off-portal mobile sites has decreed a new complexion for the ad market. On one side is the 'blind network' offering money for traffic, with banner ads placed on an unspecified but targeted publisher sites. One the other is the ad network offering premium inventory and increasingly enabling rich media formats through which to communicate. Typically these formats are expandable, run video and can interrogate the internal functions of the phone such as camera, contacts, calendar, GPS and accelerometer.

Apple has wasted little time entering and

attempting to own the latter. We shouldn't be surprised. This is where the premium brands and the premium publishers can be found – brands and publishers that rather like the iPhone and all it stands for. The iAd format Apple launched on July 1st is pitched squarely at them.

And it seems to be working. Apple CEO Steve Jobs told the Worldwide Developer Conference that he estimated 48 per cent of spending on mobile advertising in the US from July to December would go via iAd, with $60m already committed from brands like Nissan, Chanel, GE, Sears, JC Penny and Disney among the buyers.

He showed a Nissan iAd incorporating a mini-app showing you how far you can drive on $1 in the new Nissan LEAF compared to other cars. www.mobile-ent.biz

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MOBILE AD MARKET

This iPhone ad for Dockers was one of the first to incorporate the accelerometer feature in the Apple device.

Within a few weeks, bold claims from individual developers were already being made, with one claiming $1,372 in iAd revenues in one day. That was Justin Ting, who said that his LED flashlight app had delivered an unheard-of CPM of $147.55, and a click-through rate of 11.8 per cent.

But even he admitted it was based on novelty and hype.

Typically Apple’s entry into the market has been simultaneously cheered and hissed by competitors – even though many dispute its ‘we got there first’ claims. On the supportive side is 4th Screen, the UK firm that’s been chipping away at the premium publishers for years and believes Apple’s halo effect can only help.

Mark Slade, MD of 4th Screen, says: “I’m chuffed with iAd, and I hope it has a big impact because it can only bring major advertisers into the space. And if they want Shazam, MTV and Global Radio they have to come to us.”

Of course, 4th Screen can support ads as rich as anything iAd can offer. Indeed, it recently launched an ‘Engagement Platform’ to do just this, with access to iSlide, video, intersticials, location, augmented reality and www.mobile-ent.biz

Admoda’s Terry Jackson says 90 per cent of clients re-book on his mostly blind network.

overlays. Slade believes these rich formats are helping mobile become the medium for a genuine emotional engagement with a brand. “Mobile should be about more than direct response,” he says.

It seems to be working. Slade confirms that 100 per cent of ads served in the US, and 25 per cent in the UK, are rich media.

Other firms have been equally keen to showcase their new ad formats. Greystripe has already developed one authored with Adobe Flash (forbidden by Apple) but converted into HTML5 (supported by Apple), so ads built with it could be deployed in apps and mobile sites. It claims to reach 14 million unique users a month.

“Apple’s selection of an ad format almost identical to ours is a testament to the incredible potential of interactive, rich media mobile advertising and the value of customer engagement,” says Michael Chang, CEO of Greystripe. “After iAd, Madison Avenue will begin to change its expectations on what mobile advertising should really be.”

Needless to say, the real drama in Apple's entry into the ad space was never going to be about mere formats.

No, the juice was in the strategy. It hit when Apple revealed in a June 7th blog that it would disable iOS 4 ads (in particular their vital reporting tools) from networks associated with rival OSs. AdMob/Google in other words.

What excitement. AdMob Founder Omar Hamoui was understandably alarmed.

“This change threatens to decrease – or even eliminate – revenue that helps to support tens of thousands of developers.

The terms hurt both large and small developers by severely limiting their choice of how best to make money. And because advertising funds a huge number of free and low cost apps, these terms are bad for consumers as well,” he said at the time.

Thus far, Apple does not appear to have carried through its threat. But the story is far from over.

But all this drama ignores the fact that iPhone remains a small part of the overall mobile ad marketplace. There are dozens of networks flourishing by addressing the market eschewed by rich media specialists: that of direct response ads targeting mobile sites visited by feature phone users.

Look at BuzzCity. Its ad impressions were up 61 per cent in Q2, with a 25 per cent increase in the number of publishers joining a network targeting mass market subscribers in 200 plus countries.

Meanwhile its close competitor InMobi says its mobile ad network generates 16.9 billion monthly impressions across 108 countries.

In the UK, Admoda/Adultmoda has stealthily doubled its traffic in a year to over 7.5 billion ads per month across over 2,000 publishers. And it's done so despite rejecting around 70 per cent of all publisher registrations in order to maintain a high quality of sites and apps for its advertisers.

Terry Jackson, CEO of Admoda, attributes growth to a focus on client and advertiser needs. “We only develop features and tools that the majority of our clients need, to maximise current and upcoming market opportunities in mobile traffic,” he said.

Although Admoda does offer the option to premium advertisers to choose their inventory, most traffic is blind. But plentiful metrics ensure 90 per cent of Admoda clients rebook.

Total spend on mobile advertising still barely registers on total global ad outlay.

Still, the solid track record of companies like Admoda, AdMob and InMobi – and the agency excitement around rich formats provided by Apple, Greystripe, 4th Screen and the rest is keeping the mobile ad space very hot right now.

Got a few million to spare?

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Mobile Entertainment August 2010 | 15

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UPLINQ CONFERENCE 2010

Uplinqed In Just because it doesn’t have a show named after it, doesn’t mean BREW has gone away. Tim Green went to San Diego to hear about Qualcomm’s plans for the OS – and its other tech projects… hat’s in a name? Quite a lot when you are Qualcomm’s head of naming (it must have one, surely).

You don’t change the identity of the firm’s showpiece event from BREW to Uplinq just because it sounds better.

No, the switch was all about Qualcomm’s embrace of the multi-platform market.

Gone are the days when Qualcomm could focus all its efforts in the content space around its own BREW channel. Today, Qualcomm wants to support developers on all platforms.

Well, all except the one beginning with ‘i’.

As CEO Paul Jacobs said in his keynote, ‘the BREW conferences were focused on just one platform; Uplinq focuses on many.’

When he revealed that Qualcomm’s Snapdragon processor powers 37 Android

W

16 | August 2010 Mobile Entertainment

handsets, including the 4G HTC EVO, you could see his reasoning.

Interesting then, that so much of the talk at the show was about BREW – or more specifically the new iteration BREW MP. Those with longer memories will know that the platform could be described as a ‘first gen’ app store, one that has generated $2bn for developers since 2001. But since iPhone, Android and the rest smashed the operator walled garden, it has been looking for a new identity.

According to Jacobs, 250 million subscribers use BREW MP handsets, and with sexy new devices like the HTC Smart bringing the platform into 2010, Qualcomm clearly believes BREW MP can bring apps and smartphone functionality within the grasp of the masses. In fact, Qualcomm

Bill Stone, president of FLO TV

made the platform free to carriers and developers in January and as a result landed new commitments from AT&T, Sprint, HTC and Samsung.

“We’re uniquely positioned to create lowcost smartphones for the masses,” Jacobs says. “We think Brew MP platform represents the largest developer opportunity out there in terms of scale and consumer reach.”

So, how does this square with Qualcomm’s obvious backing for Android?

Jacobs says: “We support Android, but we feel BREW can function a tier down from it.

Operators are looking for a diversity of OSs. I must admit I thought BREW was headed for the very low end, but operators wanted it to deliver richer media so that’s the way we’ve developed the platform.”

Specifically, it will do this by tightening up its approach to APIs so that developers can leverage advanced capabilities like touchscreens, rich multimedia and window management while setting clear guidelines with device makers on things like memory storage and screen size.

The market has reacted positively, albeit with caveats. There was evidence of the potential for BREW MP in emerging markets when Qualcomm confirmed that the Chinese portal Sina, would host a new application store to bring BREW to Asian buyers. www.mobile-ent.biz

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UPLINQ CONFERENCE 2010

Meanwhile Verizon, the operator most closely associated with BREW MP thanks to its Get It Now portal, responded by reducing developer fees, implementing an app-recommendation feature and shortening app approval time to drive sales.

However, the carrier’s chief marketing officer John Stratton added: “We remain committed to the BREW platform. It’s a huge addressable opportunity. But we need to work harder to unleash it and turn it into something meaningful.”

Away from BREW, Qualcomm did its usual job of showcasing the various innovations it’s committed to. Although the firm makes vast revenues from network technologies and chipsets, it recognises its responsibility to nurture concepts that stimulate great demand for those processors and infrastructure services.

All of which explains the historic investment in broadcast TV (MediaFLO nee FLO TV), widgets (Plaza), personalisation (Xiam), apps (BREW), display (Mirasol) and even healthcare.

Here are the main developments:

www.mobile-ent.biz

FLO TV Bill Stone, president of FLO TV, was candid enough to admit that Qualcomm is not happy with the performance of the service (still didn’t divulge user numbers). Now, though, it looks as if there could be a way back for FLO as a datacasting channel. There was much talk about how FLO could play a major role in the distribution of new publishing formats. The 580MB Wired iPad download was mentioned many times.

Funnel that overnight through FLO rather than over the cellular network, and everybody wins – went the argument.

AUGMENTED REALITY Qualcomm announced a development platform in partnership with Unity (just on Android for now) and a $200,000 developer competition. Interestingly, it is focusing on what it calls ‘vision-based’ AR, rather than the kind that uses a compass and GPS. Vision-based AR uses a planar map, which is recognised by the camera and contains a trigger that generates graphics. The initial focus is on games, but the team did hint at

intriguing applications such as overlaying an in-car radio with instructions on how to use it.

MIRASOL DISPLAYS This MEMS-based tech offers a battery life somewhere between the weeks offered by the electrophoretic display in e-readers, and the ten hours offered by iPad. Importantly, though, Mirasol can be used in sunlight and runs video at 30 frames per second. The tech’s been around a while, but Qualcomm confirmed it will be live on an e-reader this winter.

Rumours it will be Kindle won’t go away.

MOBILE HEALTH Qualcomm’s heavy involvement in healthcare is a little beyond the remit of ME, but what about the revelation that medicinal pills are being trialled with radio functionality inside them? They’re not used for diagnosis, but compliance. In other words, the pills communicate with an external receiver, so medics can be sure you’ve taken your dosage.

Mobile Entertainment August 2010 | 17

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Book your place at Monetising Mobile: How to get ahead in emerging markets Email katy.grant@intentmedia.co.uk

Region to be cheerful So much of the growth and innovation in mobile is coming from emerging markets such as India, South Africa and Brazil.

That’s why ME’s next Monetising Mobile conference in September will be dedicated to these exciting new markets…

Our speakers Keynote: Anu Shah, CEO, IMI Europe An overview of the content market in key regions from one of the sector’s biggest specialists Simon Davies, MD Europe, Snaptu Putting the internet into the hands of feature phone users Gary Corbett, commercial director, Oxygen8 An insight into South African VAS market Neeraj Roy, Hungama What does the content-buying Indian consumer want?

ast month, Vodafone delivered its quarterly results. They were very good – and the bumper was mostly due to the operators’ performance in emerging markets, with turnover down 1.7 per cent in and up 10.5 per cent in Asia Pacific and the Middle East.

It’s a pattern that’s being repeated across the mobile market, in all areas from handset sales to voice revenue to value added services.

Global mobile penetration now stands at 69 per cent, with 45 per cent of the world's mobile users coming from the Asia region.

There’s no doubt that emerging markets present a tremendous opportunity for mobile companies both within them and overseas. What’s more, the unique conditions inside these territories (relative absence of broadband, cash economies etc) are nurturing new and innovative business models that could have applications in every mobile market.

This is why Mobile Entertainment has chosen to emerging markets as the focus of its next Monetising Mobile event. Previous attendees will know that Monetising Mobile is a new kind of conference that combines informed discussion with networking.

The event includes a three-hour conference running from 5pm to 8pm followed by dinner and networking from 8.00pm to midnight.

It will address topics such as: Operator strategy on mobile value added

L

www.mobile-ent.biz

Shailendra Pandey, senior analyst, Informa Key stats an insights from the world’s emerging markets

services – walled gardens v D2C Availability of carrier billing Successful content services: ringbacks in India, ad-funded SMS in South Africa...

Handset penetration and brand market shares What type of mobile advertising works best – and how to implement it The enduring power of IVR services The best aggregators to know How to localise and when not to

Anuj Khanna, CEO, Wireless Expertise Data and analyses of the Indian market Rob Jonas, VP for Europe & Middle East, InMobi The mobile advertising market in India, Asia and the Middle East Andreas MacMahon, account director, Accumulate UK Ppre-loaded content distribution in emerging markets

Monetising Mobile: How to get ahead in emerging markets

Dave Moreau, CEO, Fonestarz How to get your content into the Middle Eastern region

Tuesday, September 28th The Soho Hotel 4 Richmond Mews, London

KF Lai, CEO, Buzz City Djuzz and the market for try ‘n’ buy games

Tickets cost £229 plus VAT

Plus more speakers to be confirmed...

To book your ticket contact: Katy Grant on 01992 535647 or email katy.grant@intentmedia.co.uk

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2010

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For sponsorship opportunities con tact: Katy.Grant@intentmedia.co.uk or call +44 (0) 1992 535647 For table sales and ticket enquiries contact: Kathryn.Humphrey@intentmedia.c o.uk or call +44 (0) 1992 535647

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ME AWARDS 2010

AWARDS

And the winner could be… You

You have days left to nominate your company for the fifth annual ME Awards, which takes place on Thursday November 18th at London’s Royal Garden Hotel. Read on and then do it...

ou’re brilliant you are. Your product/service is outstanding. We love everything about it. If only you could get some kind of recognition. If only there was an industry event of some description that brought together the cream of the mobile content business to celebrate all that’s brilliant in this wonderful industry.

You’re not going to believe this.

There is such an event. The ME Awards. On November 18th. At the Royal Garden Hotel.

Amazing.

You really should enter. It costs nothing – and we’ve extended the deadline to Monday August 16th to give all the stragglers a chance to nominate themselves.

This year we’ve tweaked the categories a little to reflect changing trends in the space.

We’ve introduced a new Best Location Company award to reflect the rise of companies making GPS-enabled products, and there’s also recognition for m-book specialists. We have also reprieved the D2C award after an outcry when we decided to sideline it.

Think you can win? Enter now…

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ME AWARDS 2010 DEVELOPMENT AND PUBLISHING Best Gambling Company Best Adult Company Best Games Company Best Location Company Best Social Media Company Best Mobile Book Company Best D2C Company SERVICES Best Video Service Provider Best Music Service Provider Best Games Service Provider Best Transactions Provider Best App Developer Best Mobile Web Publishing Platform Best Advertising Network Best B2B Content Provider Best App Store OPERATORS AND HANDSETS Best Handset Company Best Developer Programme Best Operator SPECIAL AWARD Outstanding Contribution to Mobile Content

22 | August 2010 Mobile Entertainment

The ME Awards is a night devoted to celebrating the best of the best in the industry

How can my company enter?

Send a short pitch document (no more than 500 words), containing information about your successes and innovation in the mobile content space – and stating the category you wish to enter – to ME-awards@intentmedia.co.uk

When is the deadline for submissions?

August 16th.

What’s the nominations process?

The ME team decides on the shortlists, basing its decisions on nomination pitch documents and consultation with industry insiders.

Can I sponsor the event?

Yes. There are a number of promotional possibilities available. Please contact katy.grant@intentmedia.co.uk or +44 (0) 1992 535647.

What’s the judging process?

The winners are decided by a judging panel, which consists of around 400 execs from all sectors of the business.

When are the Awards? Thursday November 18th at The Royal Garden Hotel, London, UK. How much is it to attend? A single place costs £295 +VAT and tables of ten are priced at £2,750 +VAT. For details of table sales and other ticket enquiries contact kathryn.humphrey@intentmedia.co.uk or +44 (0) 1992 535647.

www.mobile-ent.biz

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Jimmy Mac is coming back James McDonald departs 2ergo for big role at Adfonic, and there are key moves at Mojiva, Wapple, Nokia and Aspiro…

JAMES MCDONALD, aka Jimmy Mac, has joined Adfonic as commercial lead. The former O2 Media sales chief will take responsibility for all sales and biz dev at the UK mobile ad network.

He arrives after a relatively short stint at 2ergo.

JEFF JORDAN has joined booyah’s board of directors. The CEO of OpenTable will bring many years of experience to the maker of the MyTown social location app. Jordan had seven years at eBay and PayPal, before joining OpenTable in May 2007. MyTown grows by more than 100,000 players a week and users spend about an hour per day in the service.

CHARMAINE EGGBERRY is the new SVP of marketing at Nokia, with responsibility for Go-To-Market Operations (GTMO). She was previous MD of EMEA, at RIM. ALISTAIR HILL has left ComScore, where he was a senior analyst for four years, to set up his own business.

Mobile Interactive Group has three new strategic advisers, namely PETER PARMENTER (director of business development at EA Mobile EMEA), SUSIE MOORE, (head of brand at O2) and PAUL WRIGHT (formerly director of sales at Sky Digital Media). They will consult on respectively, OEM and international biz dev, agency 24 | August 2010 Mobile Entertainment

comms business and global mobile ad strategy.

in Carlsbad, California. Hoffman joins from Netbiscuits.

Mojiva has begun its expansion into Europe with the opening of a London office and the appointment of NICK MARSH as director of sales, EMEA. The ad network is well-established in the US, but less well-known across the pond. Marsh was previously with Microsoft as group head of strategic agency and client partnerships. He has also worked for News International and Yellow Pages.

The former CTO of Vodafone UK, CHRIS BURKE, is the new chair of GPS and location-based services specialist Navmii.

GUNNAR LARSÉN is Aspiro Music’s new head of international sales and business development. He is well known to the mobile content business after five years at RealNetworks working with both the games and music divisions.

The Mobile Data Association has three new board members. They are: OSCAR JENKINS, CEO of Dynmark International; SHAWN BROWN, head of sales at Dialogue Communications; and ROGER CRAVEN, CEO of Vir2.

ASH CHOUDHURY has been appointed head of digital marketing, Nokia UK & Ireland. He spent the last two years working for Fiat Group HQ and previously worked for Xerox and Canon.

FABIO PEZZOTTI has departed Italian web-based app specialist Mobango for fresh challenges.

Mobile web specialist Wapple has appointed ED HOFFMAN to drive growth in America and to head-up a new office. He will be the MD of Wapple North America, and be based

The TV equipment firm Telegent has made FORD TAMER its new CEO. Tamer brings more than 20 years of experience to the role, from Khosla Ventures, Broadcom, Agere and Dazel Corporation.

There are three new directors at Velti London. They are: HONEY ARNEJA, who joins as director of loyalty; ROB BEECROFT, the new director of brand and agency; and CHRIS BODDICE, director of advertising.

MEF has confirmed its new global board as follows: RON CZERNY (Playphone), MARK HARDING (KPMG), GERRIT JAN KONIJNENBERG (Vodafone), ROB LEWIS (Omnifone), LUCA PAGANO (EA Mobile), PATRICK PARODI (Shazam), JAMES PARTON (Telefónica), NEERAJ ROY (Hungama), GARY SCHWARTZ (Impact Mobile), BILLY WRIGHT (Nokia).

Aussie content specialist MobileActive has appointed DREW KELTON as nonexecutive director. He was formerly president of enterprise services at Bharti Airtel.

New York based adsmobi has added two new sales directors. THOMAS ANDERSON departed JumpTap to become the new sales director, while WANDRILLE PRUVOT joins as sales director EMEA. He was recently with Buzz City, and will be based in Paris.

Both report to RAMY YARED, the new MD of adsmobi.

ChaCha keeps on adding execs. The text for answers service has recruited MICHAEL KLEIN as director of sales, and TIFFANY ASHLAND and KEVIN BLAINE as senior account executives.

ASSAF BACIU, formerly of Nuance, has been made Upstream’s VP of product management. He will lead the development of next generation mobile marketing solutions.

Does your firm have a position to fill? If so, you should advertise on the appointments page that’s read by everyone in the content business: yes, this one. We also offer a complementary online service. Either way, every exec in the business will be reading about your vacancy. Contact Katy Grant at Katy.Grant@intentmedia.co.uk or call +44 (0)1992 535647 for more info.

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EVENTS

2010 Calendar

This year’s diary is full to bursting with must-see industry events. Which ones are you taking your expense account to...?

AUGUST 2010 August 25th-26th Edinburgh Interactive Edinburgh Film House, Edinburgh, Scotland www.edinburghinteractivefestival.co.uk Edinburgh Interactive is pitched at execs from film, TV and interactive media.

SEPTEMBER 2010 September 14th-15th Nokia World ExCel, London http://events.nokia.com/nokiaworld Nokia is in one hell of a fight right now, and its annual showcase – located in London for the first time – will reflect how it’s getting on. Expect to see lots of N8 goodness, and plenty of focus on Symbian 3 and Meego.

September 20th ME Meet-Up, sponsored by InMobi 24 London club, London www.mobile-ent.biz The industry’s premier networking event returns to its cool London home. This one will be supported by InMobi, which will be on hand to discuss its plans for expanding its ad networking in the UK and Europe.

September 28th Monetising Mobile: Emerging Markets Soho Hotel, London www.mobile-ent.biz ME’s second Monetising Mobile conference will examine the potential of mobile content markets in regions such as Russia, Eastern Europe, India and the Middle East.

September 28th-29th Mobile VAS Asia Intercontinental Grand Stanford, Hong Kong www.informatm.com/mobilevas This event returns for its second year, putting the spotlight on mobile media services across the Asia Pac region.

OCTOBER 2010 October 5th-6th The Mobile Marketing Forum, Europe Thistle Marble Arch Hotel, London www.mobilemarketingforum.com MMA’s moving roadshow rolls into the UK.

26 | August 2010 Mobile Entertainment

Monetising Mobile: Emerging Markets (September 28th) ME’s second Monetising Mobile event will retain the formula that proved so successful with the 150-plus attendees of the app-focused show in May. But this time the subject under discussion will be the growing power of the world’s emerging mobile regions. We’ll be looking at how to get a foothold in these regions – and find out what they can teach the ‘mature’ territories too.

October 6th Adweb 3.0 Cornell Club, New York http://adweb30.com

UPCOMING...

NOVEMBER 2010

August 25th-26th Edinburgh Interactive

A conference designed to foster deal making, networking and discovery of solutions for buyers and sellers in digital advertising.

September 20th ME Meet-Up

November 9th-10th SEE 2010 Beurs van Berlage, Amsterdam www.seefuturemobile.com

October 6th-8th CTIA Wireless and Entertainment 2010 San Francisco, USA The autumn CTIA event is more contentfocused than its spring counterpart. It’s located in San Fran this year, so remember to wear flowers in your hair...

October 19th-20th Mobile Marketing Asia 2010 Kuala Lumpur, Malaysia Top executives examine mobile marketing in Asia emergent territories.

October 19th-20th Mobile Apps World Prospero House, London A new event hits the UK this autumn, exploring the apps space. Speakers are from Microsoft, INQ, BBC and more.

September 28th Monetising Mobile: Emerging Markets October 5th-6th The Mobile Marketing Forum, Europe October 6th-8th CTIA Wireless and Entertainment 2010 October 19th-20th Mobile Marketing Asia 2010 October 19th-20th Mobile Apps World November 9th-10th SEE 2010 November 23rd-24th Cross Video Days November 30thDecember 1st Apps World

Symbian gets a lot of crap thrown at it, but remains the world’s biggest smartphone OS. With Symbian v3 imminent, this could be the most interesting SEE event for years.

November 23rd-24th Cross Video Days Paris, location tbc www.mobilevideodays.com This European film-orientated event takes place over two days, and includes a mobile stream – Mobile Video Days.

November 30th-December 1st Apps World Olympia, London www.apps-world.net This event will look at the rise of the app marketplace across three workshop zones: marketing, developers, and TV apps/operator and handsets. Speakers include Telenor’s Sissel Henriette Larsen, Verizon’s Scott Ellis and others.

www.mobile-ent.biz

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DEALS

Deals

It’s back by popular demand. Yes, the deals page has returned at last. And it’s now in 3D and with a free carry case…

FUNDING Zattikka has secured $5.5m to fund further R&D and geographic expansion of its social games business.

Social shopping startup Shopkick has banked $15m in a Series B funding round led by Greylock Partners.

InMobi has raised $8m in Series B funding to open a Japanese office and expand operations in existing markets.

DEAL

OF THE MONTH

Social network Flirtomatic has raised $9 million in a Series C round to fund further international growth.

India’s fast-expanding ad network InMobi has raised $8 million to fund further geographic expansion.

Google has invested $100m in social games giant Zynga, and the result could be a service called Google Games.

Glu has raised $13.5m from existing shareholders and new investors to fund ‘persistent, cross-platform mobile games’.

Foursquare has closed a $20 million funding round of Series B funding led by VC firm Andreessen Horowitz.

M&A Disney has bought superstar iPhone app developer Tapulous for an undisclosed sum. Expect lots of Mouse-based products.

Aspiro has sold its business to Lobus Mobil for SEK 42 million ($5.4 million). It will now focus on music services.

HP purchased mobile music specialist, Melodeo. The firm is best known for its nuTsie service and streaming music apps for iPhone.

SERVICE AND PRODUCT LAUNCHES FoneStarz has signed its first full track deal, supplying music products for Vodafone NZ. Apples’ iPad is now available in Austria, Belgium, Hong Kong, Ireland, Luxembourg, Mexico, Netherlands, New Zealand and Singapore.

Mini phone maker Modu is to launch its range of devices and accessories in the UK via PurelyGadgets.

Flurry has unveiled an AppCircle cross-selling network, which lets developers promote apps within the apps of other developers.

Shazam has launched its premium app on Android after huge success on iPhone.

Gamecot has opened a B2B app marketplace to facilitate deals between developers and publishers.

Google has unveiled a DIY app building tool called App Inventor to stimulate product creation from non-techie users.

Sharpcards has been re-born as Jeego ahead of the launch of its own m-greetings app on iPhone and Android. adaffix has exported its caller lookup app to the US. It’s teamed up with Yellowbook to power the search function in the service.

Opera has released the Opera Mini 5.1 browser to improve the browsing experience on feature phones.

LG has revealed its Optimus series of smartphones and tablet devices. Should be ten by the end of the year.

Puma has launched its sport-oriented touchscreen phone in 19 countries across Europe and Africa.

Qualcomm has launched the Vive recommendation service to help people share app preferences with friends.

PARTNERSHIPS AND LICENSING Zed has snapped up the mobile rights to all Monty Python content. It’ll also power the mobile storefront for games retailer Game.

GetJar has signed a deal with Belgacom to offer its free app storefront from the Belgian operator’s portal.

Muzicall and IMImobile have formed a partnership to promote ringback adoption in Europe.

4th Screen has won a deal to handle mobile advertising inventory for vouchercloud. It’s been downloaded by half a million consumers.

Disney/Tapulous The app store era is barely two years old but such has been its impact that the sector has already produced a handful of superstar companies. You’d put Shazam, ngmoco, Gowalla and Foursquare firmly in this group. But arguably topping the tree would be Tapulous.

This is the iPhone games developer whose apps incorporate music tracks that users pay for through in-app payments. Tapulous’s pioneering business model is now part of the Disney empire, and its tech will doubtless be employed in apps from the Mouse’s music stars (Jonas Brothers, Miley Cyrus, etc) and its movie and TV releases. It’s the first example of an app specialist being bought by a traditional media company and, for Disney, it represents the first major mobile acquisition since it went on a bit of a spree in the mid-noughties and bagged Living Mobile, Starwave and Enorbus. All eyes will now be on the other app sector giants. We keep hearing rumours about Shazam...

Qualcomm is taking BREW to China. Its new Chinese app store will be managed by web portal SINA. www.mobile-ent.biz

Mobile Entertainment August 2010 | 27

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CHARTS

Charts

Check here every month for the best selling games, ringtones and mobile apps from across the market...

RINGTONES

TAGGING

RINGTONES.COM TOP EURO MUSIC TONES, AUGUST SONG 1 WE SPEAK NO AMERICANO 2 THE CLUB IS ALIVE 3 LOVE THE WAY YOU LIE 4 WAVING FLAG 5 NOT AFRAID 6 SHOUT 7 BILLIONAIRE 8 GETTING OVER YOU 9 ALL THE LOVERS 10 SURFIN BIRD SOURCE: MOBILESTREAMS

SHAZAM TAGGING, AUGUST ARTIST YOLANDA BE COOL AND D CUP

JLS EMINEM FT. RIHANNA KNAAN EMINEM SHOUT FOR ENGLAND TRAVIE MCCOY DAVID GUETTA KYLIE MINOGUE THE TRASHMEN

1 2 3 4 5

RINGTONES

6

TRAVIE MCCOY

RINGTONES.COM TOP EURO FUNTONES, AUGUST

SONG 1 SILENCE I KILL YOU 2 GIGGETY GIGGETY GIGGETY GOO 3 PICK UP YOUR PHONE, SIMPLES 4 RING DING DING 5 MOM, MOM, MUMMY, MUMMY, LOIS 6 YOU HAVE A MEERKAT MESSAGE 7 OH MY GOD YOU KILLED KENNY 8 WHERE’S MY MONEY MAN 9 SAW! LET THE GAME BEGIN 10 A PHONE CALLE, FRICKING SWEET SOURCE: MOBILESTREAMS

7

ARTIST ACHMED THE DEAD TERRORIST

FAMILY GUY MEERKAT CRAZY FROG FAMILY GUY

MEERKAT STAN FAMILY GUY FAMILY GUY

RINGTONES

SONG 1 RUDE BOY 2 BEDROCK 3 MY CHICK BAD 4 NEED YOU NOW 5 BABY 6 ALL THE WAY TURNT UP 7 ROGER THAT 8 BREAK YOUR HEART 9 4 MY TOWN 10 TELEPHONE SOURCE: FLYCELL

MUSIC

MELODI SOUTH AFRICA REALTONE SOUNDALIKES, AUGUST SONG 1 NOTHIN ON YOU 2 ALEJANDRO 3 CALIFORNIA GURLS 4 NEED YOU NOW 5 BILLIONAIRE 6 ACAPELLA 7 EENIE MEENIE 8 IN MY HEAD 9 WHEN I LOOK AT YOU 10 STEREO LOVE SOURCE: MELODI MEDIA

FLYCELL US TOP DOWNLOAD HANDSETS, AUGUST

ARTIST MODEL RIHANNA 1 8520 (CURVE) YOUNG MONEY 2 SGH-T749 (HIGHLIGHT) LUDACRIS FT. NICKI MINAJ 3 SCH-U450 LADY ANTEBELLUM 4 8330 (CURVE) JUSTIN BIEBER 5 SGH-A877 (IMPRESSION) ROSCOE DASH 6 GT365 (NEON) YOUNG MONEY 7 VX9200 (ENV3) TAIO CRUZ 8 VX11000 (ENV TOUCH) BIRDMAN FT. DRAKE 9 GR500 (XENON) LADY GAGA 10 SGH-A887 (SOLSTICE) SOURCE: FLYCELL

VENDOR RIM (BLACKBERRY) SAMSUNG SAMSUNG RIM (BLACKBERRY) SAMSUNG LG LG LG LG SAMSUNG

MELODI USA REALTONE SOUNDALIKES, AUGUST ARTIST B.O.B FT BRUNO MARS LADY GAGA KATY PERRY LADY ANTEBELLUM

SONG 1 CALIFORNIA GURLS 2 ALEJANDRO 3 NOTHIN ON YOU 4 AIRPLANES TRAVIS MCCOY FT BRUNO MARS 5 FIND YOUR LOVE KELIS 6 BILLIONAIRE SEAN KINGSTON 7 HEY SOUL SISTER JASON DERULO 8 NOT AFRAID MILEY CYRUS 9 BULLETPROOF EDWARD MAYA 10 BREAK YOUR HEART SOURCE: MELODI MEDIA

FONESTARZ TOP VIDEOS, AUGUST ARTIST KATY PERRY B.O.B YOLANDA B COOL AND D CUP

RIHANNA PROFESSOR GREEN ENRIQUE IGLESIAS 3OH!3 LADY GAGA KYLIE MINOGUE EXAMPLE

ARTIST KATY PERRY LADY GAGA B.O.B FT BRUNO MARS B.O.B FT. HAYLEY WILLIAMS

DRAKE TRAVIS MCCOY TRAIN EMINEM LA ROUX TAIO CRUZ

FONESTARZ TOP WALLPAPERS, AUGUST

VIDEOS 1 LUCY PINDER 2 HAYLEY IN PINK 3 LADY GAGA – TELEPHONE 4 WII-FIT GIRLFRIEND 5 FAT LES – VINDALOO 6 DAVID AFTER THE DENTIST - YOUTUBE 7 BABY HULK - YOUTUBE 8 TINCHY STRYDER BEHIND THE SCENES 9 BEACHED AS BRO! 10 MICHAEL JACKSON - MAN IN THE MIRROR SOURCE: FONESTARZ

ARTISTS & GAMES

GAMES

BINBIT LATIN AMERICA TOP ARTISTS, AUGUST

JAMSTER TOP GAMES, AUGUST GAME 1 THE SIMPSONS ARCADE 2 HOTEL TYCOON RESORT 3 FARM FRENZY 4 WEDDING SALE MADNESS 5 JOJO’S FASHION SHOW 2 6 PREDATORS 7 DOWNTOWN TEXAS HOLD’EM 8 MONOPOLY WORLD 9 SUPER COLLAPSE 10 BEJEWELED TWIST SOURCE: JAMSTER

CALIFORNIA GURLS KATY PERRY 8 BANG BANG BANG MARK RONSON 9 ONE SWEDISH HOUSE MAFIA 10 CLUB CAN’T HANDLE ME FLO RIDA FT. DAVID GUETTA SOURCE: SHAZAM

FLYCELL US TOP RINGTONES, AUGUST

VIDEOS & WALLPAPERS

JAMSTER TOP RINGTONES, AUGUST

SONG 1 CALIFORNIA GURLS 2 AIRPLANES 3 WE SPEAK NO AMERICANO 4 LOVE THE WAY YOU LIE 5 JUST BE GOOD TO GREEN 6 I LIKE IT 7 MY FIRST KISS 8 ALEJANDRO 9 ALL THE LOVERS 10 KICKSTARTS SOURCE: JAMSTER

SONG/ARTIST WE SPEAK NO AMERICANO YOLANDA B COOL FT. D CUP PACK UP ELIZA DOOLITTLE AIRPLANES B.O.B FT. HAYLEY WILLIAMS STEREO LOVE EDWARD MAYA LOVE THE WAY YOU LIE EMINEM FT. RIHANNA BILLIONAIRE

ARTISTS & HANDSETS

PUBLISHER ELECTRONIC ARTS EFUSION GMBH UNITED FUN TRADERS DIGITAL CHOCOOLATE CONNECT2MEDIA GAMELOFT ELECTRONIC ARTS ELECTRONIC ARTS GAMEHOUSE POPCAP GAMES INTERNATIONAL

28 | August 2010 Mobile Entertainment

SONG 1 ESTUVE A PUNTO DE...

2 GIVE IT 2 ME 3 YO NO SE MANANA 4 DESDE CUANDO 5 COMO DUELE 6 COLGANDO EN TUS MANOS 7 TE QUIERO 8 MENTIA 9 LOOKING FOR PARADISE 10 MARIPOSA TRAICIONERA SOURCE: BINBIT

ARTIST MIGUEL BOSE MADONNA LUIS ENRIQUE ALEJANDRO SANZ RICARDO ARJONA CARLOS BAUTE NIGGA MIRANDA ALEJANDRO SANZ MANA

WALLPAPER 1 ENGLAND CREST 2 SUN-KISSED MARIA 3 BUTTERFLY SWIRL 4 TIGER STORM 5 PLAYBOY FLAMES 6 HUG ME 7 PLAYBOY RAINBOW LOGO 8 DIAMOND THEME 9 MONKEY TEASE 10 NEON DICE SOURCE: FONESTARZ

BINBIT LATIN AMERICA TOP GAMES, AUGUST SONG ARTIST 1 X-RAY SCANNER MOBILEACTIVE 2 X-RAY SCANNER 2.0 MOBILEACTIVE 3 LIE DETECTOR KIT MAKER 4 DEVILS AND DEMONS HANDY-GAMES 5 SEX SAFARI HANDY-GAMES 6 TOURNAMENT ARENA SOCCER THUMBSTAR GAMES 7 DEATH PREDICTION KIT MAKER 8 ASSAULT TEAM 3D MOBILITY ZONE 9 WWE SMACKDOWN VS. RAW ‘09 THQ 10 GHOST SENSOR MOBILEACTIVE SOURCE: BINBIT

www.mobile-ent.biz

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Page 1

Title

Publisher

Title

Artist

1

Mafia Wars

Digital Chocolate

1

I Gotta Feeling

Black Eyed Peas

1

Title Cool Fire-Breathing Dragon

Category Versaly

2

Deal or No Deal MDM

I-play

2

California Gurls

Katy Perry

2

Lion

conVISUAL Versaly

3

Fishlife

Thumbstar

3

Rock That Body

Black Eyed Peas

3

Burning Phoenix Rising

4

Pillowfight

I-play

4

Baby

Justin Bieber ft. Ludacris

4

Toy Story 3

Toy Story 3

5

Klitschko Boxing

Artificial Life

5

ESPN Sportscenter Theme

ESPN

5

Rainbow Summer Breeze

Mobstar Media

6

Fast Food Calorie Counter

Concrete Software

6

OMG

Usher ft. will.i.am

6

Lots-O'-Huggin' Bear: Hug Me!

Toy Story 3

7

Ace Roller Texas Hold Em

Handy X

7

BedRock

Young Money ft. Lloyd

7

Rest in Peace

conVISUAL

8

Aces Solitaire Pack

Concrete Software

8

Not Afraid

Eminem

8

3D Hearts

Versaly

9

Cocktail Mixer Remixed

Handy X

9

Find Your Love

Drake

9

Absolutely Alice

Alice in Wonderland

10

Ace Roller Slots

Handy X

10

Your Love Is My Drug

Ke$ha

10

Poolside Hottie

Pink Frosty

11

Lego Batman

Player X

11

Hey, Soul Sister

Train

11

Eye Danger

conVISUAL

12

Clash of the Titans

Glu

12

How Low

Ludacris

12

Hot Rihanna Washes Car

Rihanna

13

Ghost Sensor

Mobile Active

13

There Goes My Baby

Usher

13

Orbital Drop

Nick Acosta

14

My Mileage Tracker

Handy X

14

TiK ToK

Ke$ha

14

International Soccer

conVISUAL

15

AOE III: The Asian Dynasties

Glu

15

American Honey

Lady Antebellum

15

Kristen Stewart In Black

Versaly

16

Scarface Last Stand

Disney

16

Rude Boy

Rihanna

16

Bar Code

Slipknot

17

TextTwist Turbo

Real Networks

17

Forever

Drake Kanye Lil Wayne Eminem

17

Brunette All Wet

Pink Frosty

18

Jewel Quest Deluxe

I-play

18

College Football Gameday

ESPN

18

Snarling Wolf

Versaly

19

Diner Dash: Flo on the Go

Glu

19

Nothin' On You

B.o.B ft. Bruno Mars

19

African Lion

National Geographic

Digital Chocolate

20 Cowboy Casanova

Carrie Underwood

20 Love Doggie

20 Brain Tester 24-Pack vol 2

conVISUAL

30 ME66_Final

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CHARTS

BPLAY SMARTPHONE ENTERTAINMENT CHARTS THRU JULY 15, 2010 TOP 20 THEMES

TOP 20 GAMES

SMARTPHONE ENTERTAINMENT CHARTS THRU JULY 15, 2010

SMARTPHONE ENTERTAINMENT CHARTS THRU JULY 15, 2010

TITLE

CATEGORY

PUBLISHER

TITLE

CATEGORY

PUBLISHER

1

IBERRY 2.0 TODAY PLUS

TODAY PLUS

MAGMIC

1

BEJEWELED

PUZZLE

EA

2

SLIPSTREAM

NEXT GEN

MAGMIC

2

TEXAS HOLD'EM KING 3

CARDS/CASINO

MAGMIC

3

IBERRY PINK TODAY PLUS

TODAY PLUS

MAGMIC

3

MAHJONG SOLITAIRE

CARDS/CASINO

MAGMIC

4

IWIDGETS

NEXT GEN

MAGMIC

4

TETRIS

PUZZLE

EA

5

EXPLORER 2.0

NEXT GEN

MAGMIC

5

FAMILY FEUD

STRATEGY/BOARD

GLU

6

IBERRY HORIZON

TODAY

MAGMIC

6

SOLITAIRE LEGENDS 2

CARDS/CASINO

MAGMIC

7

GLITTER TODAY PLUS

TODAY PLUS

MAGMIC

7

THE SIMS 3

STRATEGY/BOARD

EA

8

PRIMEBLACK

ZEN

COCKY CULTURE

8

SPADES

CARDS/CASINO

MAGMIC

9

SALTWATER

ANIMATED

MAGMIC

9

SCRABBLE

STRATEGY/BOARD

EA

10

TINKER BELL

DISNEY

DISNEY

10

PHASE 10

CARDS/CASINO

MAGMIC/FUNDEX

11

IHD

ZEN

COCKY CULTURE

11

RISK

STRATEGY/BOARD

EA

12

PINK MAGIC

ANIMATED

MAGMIC

12

ARMIES OF WAR

STRATEGY/BOARD

GLU

13

LEATHER EXECUTIVE

ZEN

COCKY CULTURE

13

COD: MODERN WARFARE 2

ACTION/ARCADE

GLU

14

GLITTER MOTION

ANIMATED

MAGMIC

14

TWILIGHT: ECLIPSE

PUZZLE

REALARCADE

15

RAINFOREST

ANIMATED

MAGMIC

15

BLACKJACK HIGHROLLER

CARDS/CASINO

MAGMIC

16

BEACHES OF THE WORLD

ROTATING BACKGROUND

MAGMIC

16

SUDOKU

PUZZLE

MAGMIC

17

TINKER BELL PINK

DISNEY

DISNEY

17

BRAIN UP

PUZZLE

MAGMIC

18

IBERRY PSYCHEDELIC

TODAY PLUS

MAGMIC

18

SIMCITY DELUXE

STRATEGY/BOARD

EA

19

IBERRY EDGE TODAY PLUS

TODAY PLUS

MAGMIC

19

CHUZZLE™

PUZZLE

POPCAP

20

URBAN GRAFFITI

ROTATING BACKGROUND

MAGMIC

20

WHO WANTS TO BE A MILLIONAIRE® 2010

STRATEGY/BOARD

CAPCOM

SOURCE: MAGMIC GAMES - BPLAY

SOURCE: MAGMIC GAMES - BPLAY

RAISE YOUR BRAND PROFILE: SPONSOR THE INDUSTRY'S PREMIER NETWORKING EVENT! IT WORKED FOR ZED, QUALCOMM, NOKIA, SAMSUNG, MIG, WIN, HANDS-ON AND OTHERS. IT’LL WORK FOR YOU. An ME Event

NEXT MEET SEPTEMBE -UP R 20TH 201 0 @ 24 LOND O N in ass ociation w

ith InMobi

Meet-Up sponsors receive:

MEET-UP was created by ME magazine to bring together mobile execs for a night of networking and fun. With so many key industry

people in one room, it’s a superb opportunity for sponsors to launch products and boost brand awareness.

Huge pre and post-event coverage via ME’s magazine, website and email alerts Branding at the event on interactive video walls Opportunity to invite clients and suppliers Access to list of all event attendees Meet-Up events take place at the 24 club in London’s West End.

For more information call Katy Grant on 01992 535646 or email katy.grant@intentmedia.co.uk 30 | August 2010 Mobile Entertainment

www.mobile-ent.biz

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MOBILE MARKETPLACE

MOBILEMARKETPLACEINDEX The Mobile Marketplace offers a complete marketing package of print, online and editorial visibility, allowing companies to maintain contact with readers each month without the cost of full display advertising.

ADMODA 08707 661 992 www.admoda.com

LOGIC 3 01923 471 000 www.logic3.com

INLOGIC +421 904 628 889 www.inlogic.eu

PARTNERTRANS 01273 229030 www.partnertrans.com

INMOBI 020 3286 6785 www.inmobi.com

SMART SMS +966 149 403 46 www.smartsms.com.sa

KATINA 078 3366 4075 www.katinaleisure.com

SPLASH 0870 934 2666 www.splashnews.com

WWW.MOBILE-ENT.BIZ/MARKETPLACE MOBILE ADVERTISING

www.mobile-ent.biz

The Mobile Marketplace and its associated online version has also been designed to offer readers a directory of all products and services in the content industry. A presence in this section ensures that your company’s details are easily found, keeping you one step ahead of your competitors.

The standard package includes: 1/4 page advert in each issue Regular editorial coverage in the dedicated column Company details listed in the online directory with web link and marketplace index

To get your company featured here contact

Katy.Grant@intentmedia.co.uk t: +44 (0) 1992 535647

VIDEO/PICTURE AGGREGATION

Mobile Entertainment August 2010 | 31

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MOBILE MARKETPLACE AFFILIATE PROGRAMS

MOBILE SERVICE PROVIDER

LOCALISATION

SOFTWARE DEVELOPER

32 | August 2010 Mobile Entertainment

www.mobile-ent.biz

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MOBILE MARKETPLACE SMS SERVICES

MARKETPLACE NEWS

And now for something completely mobile Spain-based mobile content provider Zed Worldwide has snapped up global mobile rights to cult British comedy brand Monty Python.

As part of a deal struck with rights holder Space Enterprises, Zed will create and sell exclusive games, apps and personalisation content – including video clips from the TV series and movies. The Monty Python content will be available at the beginning of Q3 2010 across various platforms, including the iPhone.

It was a busy July for Zed, which inked a deal to power the mobile content storefront for UK games retailer GAME.

mobivention’s first Android adventure German content specialist mobivention has launched a wallpaper series for Android. Its new app, a first for the company on Android, bundles four background images featuring Hello Kitty and others. They can be purchased at €0.99 or €0.50 on Android Market. The Sony Ericsson PlayNowTM portal will also offer these apps to users of the Sony Ericsson X8, X10, X10 Mini and X10 Mini Pro. mobivention’s next product launches will include Android themed apps and live wallpaper. They should be available in Q3 2010.

GetJar gets Belgian CONTACT KATY GRANT TO ADVERTISE IN

MOBILE MARKETPLACE Katy.Grant@intentmedia.co.uk tel: +44 (0) 1992 535647

Browser based app store GetJar is to make its 75,000 free apps available on Belgacom’s portal. The deal makes Belgacom the latest carrier to license GetJar’s App Catalogue Express (ACE) white label catalogue solution. Others include Sprint, Sony Ericsson, Rogers, 3UK, The Carphone Warehouse and Virgin Mobile France.

Ilja Laurs, GetJar’s CEO, said: “The demand for apps continues to soar and many operators and other third parties are eager to introduce an app store, without needing to manage the sourcing and moderating of thousands of individual apps.”

InMobi raises $8 million The ad network InMobi has raised funds that will be used to open a Japanese office and support the expansion of operations in the US, Europe, Asia Pacific and Africa. The $8 million Series B injection came from Kleiner Perkins Caufield & Byers and Sherpalo Ventures. The latest round of funding brings the company’s total to $15 million to date. InMobi says its mobile ad network generates 16.9 billion monthly impressions across 108 countries.

SEND YOUR NEWS TO TIM.GREEN@INTENTMEDIA.CO.UK www.mobile-ent.biz

Mobile Entertainment August 2010 | 33

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MOBILE MARKETPLACE DISTRIBUTION

MARKETPLACE NEWS

Ringback to front Muzicall and IMImobile have formed a partnership to promote the adoption of ringbacks in Europe. These two giants will offer a fully managed service.

IMImobile will draw from its experience in delivering RBT technology in Asia-Pacific and Africa, while Muzicall will use its best practice framework to maximise the impact of ringback marketing.

The two companies are on a mission to prove that the relative underperformance of RBT in Europe is not to do with any cultural aversion, but purely down to awareness and implementation. In the past 12 months Muzicall has grown the number of RBT subscribers across its managed services by more than 300 per cent.

BuzzCity makes a good impression Asia-based ad specialist BuzzCity enjoyed a 61 per cent rise in impressions in Q2, delivering 12.8bn across 200 countries.

BuzzCity revealed the stats in the latest Global Mobile Advertising Index.

During the quarter, 44 markets delivered monthly traffic exceeding ten-million impressions per month – an increase from 32 markets in Q1. New advertisers including Malaysia Airlines, Adidas, Puma and South African football brand, Homeground, were also added. TV, media and web players such as Google, Yahoo and MSN also increased their mobile advertising spend.

There was a 25 per cent increase in the number of publishers joining the network.

Gamecot’s B2B app marketplace A new online trading area that facilitates deals between developers and publishers has been launched by India’s Gamecot. The site invites developers to sign up and submit images and videos with some information about their app or game. This is then made available to publishers that are also site members. Interested publishers can then purchase licences for titles.

ImpulsePay adds Payforit 3 Mobile payments specialist ImpulsePay is offering Payforit 3 to merchants in the UK market. Payforit was established a couple of years ago as a standardised and transparent way for accredited intermediaries to take mobile micropayments for content and services. According to ImpulsePay, the update offers a better graphical flow and a clearer 3-step purchasing process.

SEND YOUR NEWS TO TIM.GREEN@INTENTMEDIA.CO.UK 34 | August 2010 Mobile Entertainment

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OPERATORS

Network Subs Key operator subscriber numbers from around the world...

COUNTRY WESTERN EUROPE UK

GERMANY

ITALY

FRANCE

SPAIN

NETHERLANDS

IRELAND

SWEDEN

NORWAY

DENMARK GREECE

BELGUIM

POLAND

PORTUGAL

SWITZERLAND

AUSTRIA

www.mobile-ent.biz

OPERATOR VODAFONE T-MOBILE 3 O2 ORANGE VODAFONE T-MOBILE O2 E-PLUS FREENET (DEBITEL + MOBILCOM) DRILLISCH (VICTORVOX) VODAFONE 3 WIND TIM ORANGE SFR BOUYGUES VIRGIN VODAFONE MOVISTAR ORANGE YOIGO VODAFONE T-MOBILE KPN TELE2 VODAFONE O2 3 METEOR 3 (INCLUDES DENMARK) TELENOR TELE2 NETCOM TELENOR NETCOM TELE2 TDC SONOFON VODAFONE COSMOTE WIND (PREVIOUSLY-QTELECOM) T-MOBILE MOBISTAR (ORANGE) BASE BELGACOM MOBILE VODAFONE ORANGE T-MOBILE VODAFONE TMN OPTIMUS ORANGE SWISSCOM SUNRISE T-MOBILE

SUBSCRIBERS 18,704,000 16,608,000 5,591,000 20,960,800 16,110,000 34,774,000 39,330,000 15,400,300 18,712,000 17,621,000 1,969,000 22,403,000 8,931,000 17,900,000 31,921,000 25,354,000 20,226,000 9,894,000 1,600,000 17,069,000 23,993,200 11,620,000 1,318,000 4,708,000 5,474,000 6,739,000 417,000 2,119,000 1,717,500 1,200,000 1,017,000 1,423,000 1,958,000 3,343,000 5,608,000 2,977,000 1,650,000 463,000 3,202,000 2,018,000 6,255,000 8,800,000 4,967,000 9,064,000 3,421,000 2,992,000 3,829,000 3,451,000 13,736,000 13,482,000 5,813,000 7,084,000 3,326,900 1,566,000 5,543,000 1,487,000 3,387,000

COUNTRY EASTERN EUROPE HUNGARY CROATIA CZECH REPUBLIC

RUSSIA

UKRAINE SLOVAKIA ASIA PACIFIC AUSTRALIA

CHINA

HONG KONG INDIA

JAPAN THAILAND

SINGAPORE

LATIN AMERICA ARGENTINA COLUMBIA BRAZIL MEXICO VENEZUELA NORTH AMERICA CANADA

USA

OPERATOR

SUBSCRIBERS

T-MOBILE T-MOBILE T-MOBILE O2 VODAFONE MEGAFON MOBILE TELESYSTEMS VIMPELCOM TELE2 KYIVSTAR GSM UKRAINIAN MOBILE (MTS) O2 T-MOBILE 3 OPTUS TELSTRA VODAFONE CHINA MOBILE CHINA UNICOM TIBET TELECOM 3 SMARTTONE BHARTI AIRTEL BSNL IDEA CELLULAR TATA INDICOM RELIANCE VODAFONE NTT DOCOMO AIS DTAC TRUE MOVE SINGTEL STARHUB MOBILEONE

5,207,000 2,885,000 5,458,000 4,922,700 2,984,000 49,117,000 68,700,000 49,971,000 13,302,000 22,285,000 17,780,000 463,100 2301000 6,052,000 8,225,000 10,191,000 3,274,000 508,367,000 142,799,000 46,780,000 1,456,000 1,164,000 110,511,416 58,756,598 51,454,402 46,796,033 86,117,663 82,846,000 55,186,000 28,282,300 19,271,000 15,400,000 2,976,000 1,884,000 1,718,000

MOVISTAR MOVISTAR COMCEL VIVO CLARO TELCEL MOVISTAR MOVISTAR

15,453,400 8,810,900 27,357,000 48,847,200 42,278,000 58,360,000 16,518,400 10,613,800

BELL ROGERS TELUS SPRINT T-MOBILE USA VERIZON WIRELESS US CELLULAR AT&T

6,707,000 8,365,000 6,413,000 48,281,000 33,420,000 89,013,000 6,131,000 81,596,000

Source: Mediacells was established in 2004 to assist clients in making more money out of mobile. The company provides accurate and actionable intelligence to the mobile, media, retail, research and information sectors. www.mediacells.com

Mobile Entertainment August 2010 | 35

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p party, sponsored by Zed… Memories of last month’s ME’s Meet-U On the morning of July 19th, Zed announced that it had won the deal to mobilise Monty Python film and TV content. By the evening, it was time for something completely different. A networking party, no less.

Yep, over 150 content execs descended on the exclusive 24 London venue for an evening of conversation, drinking and business development. Among the attendees were representatives of Nokia, Vodafone, GetJar, 3UK, RIM, WWE, e.

IPC Media, Mobcast and many mor t wha es prov that ry galle Here’s a a good time they all had. If you missed it, make sure you sign up for the next one…

Zed alert!

After more than ten years, Zed has established itself as one of the world’s giants in mobile content. In 2009, it bought Player X as part of a strategy to grow its business beyond D2C and move into the operator and media space. In the UK, this strategy is starting to deliver.

Zed has already closed a deal to power a mobile storefront for the market leading UK games retailer Game, and has also become the official mobile content partner for Monty Python – and iconic brand that has traditionally been underrepresented in wireless.

If you would like to speak to Zed about a potential partnership, email the UK sales director Adam Maxted at Adam.Maxted@zed.com.

36 | August 2010 Mobile Entertainment

Check out those smiles. What exactly is making Strike New Media’s Alex Rahaman (left), Wireless Expertise’s Anuj Khanna (middle) and Bango’s Nandi Gurprasad (right) so happy? Could be the flourishing content market. Could be beer.

www.mobile-ent.biz

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Meet-Up on September 20th Save the date!

ME is delighted to confirm the next Meet-Up, sponsored by the fast-growing ad network InMobi.

As before, the venue will be the opulent 24 London venue in the UK capital. Come along and you’ll get the chance to find out about InMobi’s rapid expansion plans in the company of key mobile content execs.

Please send an email to: meetup@intentmedia.co.uk.

Include your full name and job title in the email. If demand exceeds supply, we’ll allocate spaces on a lottery basis. There’s no charge for entry.

Meet-Up Monday September 20th 24 London 24 Kingly Street London W1B 5QP

ME’s executive editor Tim Green (below) has Zed’s UK country manager Michaelia Negri locked in a vice-like embrace. He’s just so incredibly grateful she paid for all the drinks. She’d obviously like to get away, but the force is too strong...

Email: meetup@intentmedia.co.uk

Drinking, biz dev, trying to remember who you’re speaking to. So many ways to occupy your time at an ME Meet-Up. Try to spot WWE’s Gillian Hughes, Voda’s Aaron Johnstone and others turning the networking up to 11...

BE A MEET-UP SPONSOR Imagine hosting your own profile-raising product launch party but getting someone else to do all the work! And then imagine getting masses of exposure in the world’s leading content trade publication and web site into

the bargain. This is what Meet-Up does. It’s a hassle-free and affordable way to launch a new product or service – or just raise your company’s industry profile – in front of your own invited guests and a general industry audience.

Contact Katy Grant at 01992 535647 or email katy.grant@intentmedia.co.uk for more. www.mobile-ent.biz

Mobile Entertainment August 2010 | 37

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FAVOURITES That’s yer slot

MAREK PAWLOWSKI, founder, MEX conference

mobile Most of the time, the whole point of d experience worl realcate repli to is t men rtain ente handset: you the of ium med the conveniently through No need for tion. func tilt the g usin car a drive can play t. Well, not men part com e pedals, dashboard or a glov Consider way. this up s thing tidy to ts everyone wan your iPhone s sform tran Jackpot Slots, a peripheral that But with ally. virtu Not . hine mac slot le into a casino-sty le lever. it-sty band d the addition of an actual one arme caught ne anyo ld wou so And s. ulou Frankly it looks ridic ine genu that for ins using one. What’s next? Some curta e? night-mode experienc

WHICH PHONE DO YOU CURRENTLY OWN? iPhone.

WHAT’S THE BEST PHONE YOU’VE EVER HAD AND WHY? Motorola Timeport. There’s nothing better than manually re-entering WAP settings each time you want to go online.

WHAT PHONE WOULD YOU LIKE NEX T? Preferably one in a colour other than silver, white or black.

Apple’s melody Mann

HOW MANY TEXTS DO YOU SEND A DAY? A few.

much hilarity and The antenna-gate issue prompted le refuseniks in our App of s rank the from e reud schadenf through the medium back ht industry. But one fanboy foug hundreds of topical of r pose com n, Man than of song. Jona ditties, rhymed as follows: called worse things ‘And you can call me a fan-boy, I’ve been apple strings antitheir But gizmodo just ridiculous, pulling move on and it over get , type proto n You bought a stole .’

Or hey even better, let’s all sing this song admire his devotion It’s not Cole Porter, but you have to to the cause.

WALLPAPER? A photo of an old boat yard on the River Arun, near Littlehampton.

FAVOURITE MOBILE GAME? Hooked on Angry Birds.

FAVOURITE APP? I’ve been missing Nokia SportsTracker since moving to iPhone.

The mollusk you must ask

had his day in the The real Paul the Psychic Octopus has may well be being and – aps) perh , sun (month in the tank his legend and But . served with a light dressing right now on. live commercial potential world’s favourite The inevitable mobile cash-in on the came last month in it pund usk clairvoyant cephalopod moll pus app. Here’s Octo the Ask new bs’ chLa uTou the form of ner: Android), (win ne iPho vs. what we asked him: Android ser (winner: brow vs. apps ), Jolie ner: (win Jolie vs. Aniston metaverse). ner: (win e browser), string theory vs. multivers

MOBILE INTERNET BOOKMARKS? Dabr, Google Reader and BBC. ANYTHING YOU’D GLADLY PAY FOR ON MOBILE THAT YOU CURRENTLY CAN’T GET? Half price money?

WHAT’S THE WORST IDEA YOU’VE SEEN IN MOBILE? The unwinnable ‘I’m more open than you’ debate in the mobile platform space.

Qualcomm’s big drive

Karazuba couldn’t It’s a safe bet that QuickLogic’s Paul q conference last wait for the end of Qualcomm’s Uplin because he was but g, borin was it month. Not because motorbike offered as a the winner of the Harley-Davidson home, eh? go to way a t prize to delegates. Wha

MOBILE ENTERTAINMENT SUBSCRIPTIONS UK: £50 EUROPE: £75 REST OF WORLD: £90 Tim Green

Stuart Dredge

Stuart O’Brien

Lisa Foster

Katy Grant

Executive Editor: TIM GREEN Tim.Green@intentmedia.co.uk

Sub-Editor: GEMMA MESSINA Gemma.Messina@intentmedia.co.uk

Production Manager: ABIGAIL FANGER Abigail.Fanger@intentmedia.co.uk

Online Editor: STUART DREDGE Stuart.Dredge@intentmedia.co.uk

Managing Editor: LISA FOSTER Lisa.Foster@intentmedia.co.uk

Subscriptions Manager: HANNAH SHORT Hannah.Short@intentmedia.co.uk

Associate Editor: STUART O’BRIEN Stuart.Obrien@intentmedia.co.uk

Advertising Sales Manager: KATY GRANT Katy.Grant@intentmedia.co.uk

Publisher/Managing Director: STUART DINSEY Stuart.Dinsey@intentmedia.co.uk

Editorial Production Manager: HELEN FRENCH Helen.French@intentmedia.co.uk

Design: JAMES MARTIN James.Martin@intentmedia.co.uk

If you or one of your colleagues would like to request a subscription to Mobile Entertainment, please email mob.subscriptions@c-cms.com or call 01580 883848 Please note that this is a controlled circulation title and subscription criteria will be strictly adhered to.

Intent Media is a member of the Periodical Publishers Association.

© Intent Media 2010. No part of this publication may be reproduced in any form or by any means without prior permission of the copyright owners. Printed by Pensord Press, NP12 2YA Mobile Entertainment is published 12 times a year

by Intent Media ~ Saxon House, 6A St. Andrew Street, Hertford, Herts SG14 1JA, England

Mobile Entertainment magazine – your direct link to the content biz No other B2B mobile content news source hits more eyeballs.

Here’s why: Monthly direct-todesk print circ: 8,012 Monthly digital downloads: 2,236 Online uniques: 80,124 (Google Analytics) Email news digest subscribers: 13,869 Need to get your message across? Work with Mobile Entertainment magazine to maximise your exposure and reach all sectors of the industry, using print, online and events.

Contact Katy.Grant@intentmedia.co.uk for more details or call +44 (0) 1992 535647

EDITORIAL: +44 (0)1992 535646 ADVERTISING: +44 (0)1992 535647 FAX: +44 (0)1992 535648 30 | August 2010 Mobile Entertainment

www.mobile-ent.biz

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