Mobile Entertainment Issue 54, August by Intent Media (now Newbay Media Europe)

SUE 54 AUGUST 2009 IS

.biz www.mobile -ent

INMENT A T R E T N E E IL B O M ONTENT NE IN MOBILE C FOR EVERYO

This edition of 365 is sponsored by Connect2Media

365 is the new place for you to kick back and relax with our range of games to suit every taste. You will be delighted by the brand’s beautiful interfaces, easy to use chat facilities and range of products designed just for you. Whether on mobile phone, BlackBerry or iPhone the 365 range will offer a wide choice of games from brain teasers to card games, quizzes to number puzzles, that will keep you entertained wherever you are in the world. 365 is your guarantee of great gameplay, choice and value.

LAUNCHING ON MOBILE • BLACKBERRY • IPHONE

COMING SOON TO MOBILE • BLACKBERRY • IPHONE

This edition of 365 is sponsored by Connect2Media

CONTENTS

HIDDEN GENDER? ME’s Top 50 Women list returns

THUMBS-UP

RIGHT FROM THE OFF-PORTAL

A serious look at casual gaming

Self-service ads beyond the decks

MOBILE MUSIC THEN

SEMPER ITALIA

Last month’s event reviewed

There are two places in the world where the queue for the men’s toilet is longer than the line-up for the women’s: a crowded sports stadium and Mobile World Congress. It’s embarrassing. And no, the answer is not to put more men’s loos in (although if you’re reading, GSMA...), but to employ more women. This month, ME pubishes its second Top 50 Women execs in mobile content list to prove that female talent is out there, even in a male-skewed market. We also look back to the Mobile Music Now conference, appraise the growth in self-service mobile ad exchanges and examine the casual gaming revolution and analyse why Italy is the home of mobile content…

Why do Italians dominate content?

4-6 News 26 Appointments 28 Shows 30 Databox 32 Charts 35 Network subs 37 Marketplace 44 Discontent www.mobile-ent.biz

August 2009 3

NEWS

The iPod shuffle o you remember alarm clocks? Wristwatches? Low spec digital cameras? If you’re under 20 (unlikely), I might as well be talking about steam radio and manual typewriters. Why? Because the multi-functioning mobile has chewed them all up and spat them out again. The cannibalising effect of the phone has been well-documented in ME (we even reported how teens are smoking less because they’d prefer to spend money on credit – a genuine tragedy), but the one device it couldn’t ever seem to undermine was the iPod. Despite the everimproving sound quality, feature set and memory capacity of embedded mobile MP3 players, Apple’s music icon just kept on selling thanks to its cool form factor, dreamy UI and a blood link to iTunes.

Not everyone is in the market for an iPhone, so if Apple believes iPod sales will continue to fall, the question is: who’s going to take up the slack? Could a mighty warrior arise to consign this behemoth to recycling along with all those 3 megapixel Fujis? Well, yes. And its name is – you’ve guessed it – Apple. Last month, the firm revealed that iPod sales reached 10.2 million in Q2, down 7.3 per cent year on year. It was the first ever decline in sales. What’s more, Apple conceded that ‘the MP3 player business will decline over time’. What’s done for iPod? Most likely, the iPod Touch and iPhone, which have collectively sold 40 million units. But, as we know, not everyone is in the market for iPhones, so if Apple really believes iPod sales will fall, one wonders who is going to take up the slack. Can this really be a chance – at last – for Nokia, Sony Ericsson, RIM et al to finally get some momentum in music? They keep trying, what with Nokia hammering the stripes off Comes With Music, and RIM locking U2 in a room till they got a content exclusive. But, as we found at our Mobile Music Now conference, the sector is still immature and the models have not been locked down. It’s possible, of course, that the movement to ‘access’ over downloads – moving music to the cloud – could shift things once more, and make the handset a dumb terminal for remotely stored songs. We’re already hearing about unlimited music with cars, accessed through the mobile. Tim.Green@intentmedia.co.uk; @TimGreen64 4

August 2009

ME Awards 2009: support swells And then there were five. Mobile Interactive Group, PlayPhone, Mplayit and PartnerTrans have joined The Nielsen Company as official sponsors of the industry showpiece

See these companies on the right? They’re helping us make the ME Awards wonderful. Be nice to them.

EXCITEMENT is building towards the ME Awards 2009 – not least from the growing rollcall of sponsors. Mobile Interactive Group has signed on as the exclusive ‘Operator Award’ partner, while D2C and B2B mobile content provider PlayPhone is the exclusive sponsor of our ‘Games Publisher’ Award. Localisation specialist Partnertrans will be a popular firm on the night: it’s the

‘Drinks Reception’ partner. And finally, the games service provider Mplayit has signed up as the sponsor of the Best Social Media Company award. These new additions join the already-confirmed Silver Partner, The Nielsen Company – and further sponsors will be announced in the coming weeks. The ME Awards will be the biggest night in the mobile

content calendar, with over 400 execs from all over the world travelling to The Royal Garden Hotel in London on Thursday October 1st. For details of bookings and sponsorship contact jodie.holdway@bhpr.co.uk or +44 (0) 1462 456780. www.mobile-ent.biz/events

Turn to page 6 for a list of this year’s awards finalists – or have a browse of the bundled supplement.

Symbian the publisher? FIRST OS, then open source, now full-on publishing for the shape-shifting technology platform. The Symbian Foundation's Horizon project has been established to help developers make, market, and distribute apps. It looks like an attempt to claw back some ground from Apple, Google and RIM, which have a smaller market share than Symbian but are each further ahead in app development. The move will also expand app availability for Symbian users beyond those catered for by Nokia Ovi. Indeed, Symbian says Horizon will be partnering across multiple device channels including Ovi Store

Williams: Wearing Foundation

for S60, Samsung’s application store, AT&T’s MEdia Mall, and others. The programme will assist with application certification, language translations and marketing programmes. It’s hoped that Horizon will alert

US developers to the potential of Symbian – which has never achieved any significant penetration Stateside. The Symbian OS has 49.3 per cent of the worldwide market for the first quarter of 2009. “Our goal is to encourage robust application development, increase revenue and application diversity in mobile stores, and improve the consumer experience,” said Lee Williams, executive director of the Symbian Foundation. The programme is expected to be taken out of beta in October, and developers can register for it on the Symbian Foundation’s website. www.symbian.org

www.mobile-ent.biz

Apps versus browsers Google evangelist says the mobile rich media of the future will run within the browser – and he said it as Apple passed App Store 1.5 billion downloads... IN THE week that Apple confirmed 1.5 billion App Store downloads, Google told an audience of Silicon Valley’s finest to forget about apps in the long run. Vic Gundotra, Google’s developer evangelist, told the MobileBeat conference in San Francisco that – eventually – the best mobile apps will be browser-based, not downloaded. “We believe the web has won and over the next several years, the browser, for economic reasons, will become the platform that matters.” He even claimed that Apple CEO Steve Jobs agrees. Possibly. But in the present tense, downloadable apps appear unstoppable. Last month Apple confirmed there are now 65,000 apps from 100,000 developers in its iPhone shopfront, and that more than 1.5 billion paid and free apps have been downloaded in a year. Jobs said: “The App Store is like nothing the industry has ever seen before in both scale and quality. It is going to be very hard for others to catch up.” Well, they’ll try. Last

Picsel: late THE Scottish UI firm Picsel has gone into administration, although PricewaterhouseCoopers is hopeful of selling it as a going concern. Rumours of Picsel’s demise grew when it cut its workforce earlier this year, but last month staff were sent home. Sources blamed cashflow and the delayed signing of contracts in Asia for the closure. Picsel was launched in 1998 and made a flying start with file-viewing and browser technology it embedded in over 250 million devices with handset companies and operators, notably Samsung and NTT DoCoMo. It won numerous export awards in the UK.

www.mobile-ent.biz

[IN BRIEF] O2 Litmus test The UK operator O2 has launched an iPhone App Showdown via its Litmus developer community project. All UK iPhone customers can apply to be a member of the judging panel, with a £10,000 prize on offer for the winning app. The winning developer will have their app promoted by O2. Litmus is a service that provides tech, marketing and promotional support for small developers.

Gamevil going public South Korean games publisher Gamevil is set to launch an IPO on KOSDAQ, offering 840,000 shares to raise 12.6 billion KRW ($10.1 million). Gamevil is probably best known in Western markets for its one-button casual games and exporting its Baseball Superstars franchise, which has now sold 10 million downloads globally.

Waat and Penthouse mutually sue

Vic Gundotra says the future of the app is on the browser, not in a download. But he does work for Google

month, GetJar confirmed it had passed 500 million app downloads from its off-deck store, joining Mobango, which hit the milestone earlier this year. Getjar revealed that Google Maps has racked up more than five million downloads, while messaging apps Nimbuzz and eBuddy generated 14 million

and 16 million respectively. Getjar’s CEO Ilja Laurs doesn’t agree with Gundotra. He told MobileBeat that apps will be “as big if not bigger than the internet. The full blossom will come in ten years and apps will become as popular as websites are today with consumers.” www.getjar.com

South Korea’s LG has joined Apple, Nokia, Sony Ericsson and RIM by launching its own app store. Reports say LG will provide 1,400 apps in 15 languages at launch in Singapore, Malaysia and Australia. There will be 2,000 applications by the time the store hits Europe towards the end of the year.

Orange UK goes DRM-free ANOTHER blow was dealt to music DRM when Orange UK began offering unlocked MP3 full tracks from its portal. The operator secured the support of Universal Music, EMI and a few indie labels for the scheme, amounting to 700,000 DRM-free tracks that will be sideload-able to any MP3 compatible device or phone once downloaded. Orange is also introducing new tiered pricing, with downloads now available from 79p, and is also working on improvements to search and navigation. In its move to DRM-free, it follows Vodafone, which pursued the same policy on its portal storefront earlier this year. Meanwhile Virgin Media has pledged to remove DRM from its forthcoming unlimited music subscription service. www.orange.com

Penthouse sued Waat $4m for nonpayment of a royalty guarantee in March, and now Waat is countersuing for 'failure to promote'. SEC filings by Waat's parent Twistbox stated that Penthouse terminated its agreement when WAAT failed to pay $485,000, but Waat has now counter-sued on the basis that Penthouse didn’t promote its brands sufficiently.

Sold: Image Semantics Swedish mobile software provider Mobispine has snapped up the company behind Funtext enhanced messaging for an undisclosed sum. The deal was completed with a new issue of 11.5m Mobispine shares and is subject to regulatory and shareholder approvals. Image Semantics has deals in place with Sprint, 3 UK and T-Mobile Germany/Netherlands/UK.

AIME takes aim The UK trade body for transactions firms, AIME, has launched a best practice initiative to clamp down on rogue premium rate service vendors. It has agreed a series of measures to reduce the incidence of merchants that cause consumer harm by breaching the PhonepayPlus Code of Conduct and other regulations. The first five to sign up are Zamano, mBlox, WIN Plc, 2ergo and Oxygen8.

Dell phones Acer The Dell rumour mill trundles on, with new reports suggesting the PC maker will team with Taiwanese consumer electronics giant Acer to launch several smartphones this year. Dell hinted as much at an analyst presentation, and also that it is planning to use Android as the OS for its device range. Acer has already pledged to make a family of Window-based smartphones available across Europe this year.

August 2009 5

NEWS

ME Awards: the finalists Heads have been scratched, chins have been stroked. But at last the shortlisted companies for the fourth annual ME Awards have been selected. Here they are… DEVELOPMENT & PUBLISHING

SERVICES

OPERATORS & HANDSETS

Best Gambling Company

Best Video & TV Service Provider

Best Handset Company

Cellectivity Spin3 Probability Gamesys Netplay Last year’s winner: Probability

Quickplay Mobiclip Player X Dilithium Saffron Digital Mobix Last year’s winner: QuickPlay

Best Adult Company

Best Games Service Provider

Mobile Streams Cherry Media Private Media Katina Leisure A3 Media Last year’s winner: Waat Media

Best D2C Company

Selatra PartnerTrans Mplayit Babel Accumulate Metaflow Last year’s winner: Selatra

Neomobile Hungama Playphone TIM w.e. Flycell Last year’s winner: Zed

Best Games Developer

Best Transactions Provider

Best Games Publisher Gameloft Glu EA Mobile Ngmoco Connect2Media Namco Last year’s winner: EA Mobile

Best Music Publisher

Shazam Omnifone 24/7 Muzicall RealNetworks Last year’s winner: Shazam

SPECIAL AWARD Outstanding contribution to mobile content An award for the individual who’s done most to further the cause of mobile entertainment – whether through commercial success, evangelism or technological innovation. Last year’s winner: Anssi Vanjoki

Best Mobile Publishing Platform Mobile IQ Wapple NetBiscuits Kilrush Mobrool Fonestarz Last year’s winner: Volantis

Best Search and Location Company abphone Useful Networks Taptu MCN Yahoo Last year’s winner: Taptu

Best Video Company

Best Marketing & Advertising Company

Fun Little Movies Orange France Sky Mofilm BBC Last year’s winner: Sky

Velti Out There mKhoj Admob 4th Screen Ring Ring Last year’s winner: Admob

Best Social Media Company

Best App Store

August 2009

Orange Vodafone O2 Telenor Vodacom Last year’s winner: O2

Mobile Interactive Technology Ericsson IPX Bango mBlox txtNation Netsize Last year’s winner: Bango

Sony Music Ministry of Sound UrbanWorld Wireless Universal Music Last year’s winner: Sony BMG

Mocospace Buongiorno Flirtomatic GoFresh BuzzCity Last year’s winner: Flirtomatic

Best Operator

Best Music Service Provider

Firemint Digital Chocolate Gamelion Fishlabs Mr Goodliving Dynamic Pixels Last year’s winner: Ideaworks3D

Apple Nokia Sony Ericsson INQ RIM

When are the Awards? Thursday, October 21st at The Royal Garden Hotel, London, UK What’s the judging process? The winners are decided by a judging panel, which is drawn from the ME contacts book and consists of around 400 execs from all sectors of the business. Members of the jury are sent a PDF containing details of the shortlisted companies. They base their decisions on this document and their own industry experience. How much is it to attend? A single place costs £295 +VAT and tables of ten are priced at £2750 +VAT. For details of table sales and other ticket enquiries contact Jodie.holdway@bhpr.co.uk or +44 (0) 1462 456 780.

GetJar Mobango Ovi Apple App Store Blackberry App World Android Market

www.mobile-ent.biz

August 2009

www.mobile-ent.biz

TOP 50 WOMEN

Putting the

she in ME

Twelve months ago Mobile Entertainment put the spotlight on the high-flying female execs in our sector. We’re happy to do so again. So here are 2009’s top women in mobile content… s it a good idea to isolate highflying mobile execs on the basis of their gender? It’s a tricky one, but so encouraging was the response to ME’s first ever Top 50 Women In Mobile Content last year we decided to do it all again in 2009. Let’s hope it shines a spotlight on the achievements of our female talent, and reminds us all that mobile still mostly overlooks women in the boardroom and on the High Street. In the era of iPhones, Toccas and Pearls, women are embracing content the way they have previously embraced voice and text. It’s commercial idiocy to ignore this. If you’re outraged at any omissions from the list, we’re sorry. Fact is, we may be know-alls but we don’t actually know all. Thanks to everyone that emailed in with suggestions…

INDRA ÅSANDER Head Of Product Management for Mobility Services, Teliasonera Sweden’s TeliaSonera broke down its walled garden long before most, with its SurfOpen service. Asander has led this initiative and many others. JULIE ASK Principal Analyst, Forrester Ask is one of a small number of mobile content analysts that wield significant influence in this space. Formerly with Jupiter, she really knows the market. KATE BARRY General Manager, PlayPhone Barry helped to launch communities specialist Pitch, and is now leading EMEA operations for PlayPhone, which bought Pitch in 2008. RITA BERESKI VP of Global Accounts, wMode Joined the Wmode team in 2001, and www.mobile-ent.biz

developed the ClearMode Content Partner Program, which now has over 200 partners. JILL BRAFF SVP of Global Publishing, Glu Mobile The games space has seen many departures of late, but Glu Mobile is in there fighting. There since 2003, Braff is currently managing its transition from WAP stores to app stores and more casual content. ERICA CHRISS VP of Strategy and Business d]Development, Greystripe Former Digital Chocolate exec Chriss has helped Greystripe become a big noise in the ad-funded and social gaming space. CAMILLA CRABBE Head of Content, Blyk Crabbe is the brains behind the content strategy of the revolutionary ad-funded MVNO. This emerged in January as a service that embeds rich media in messaging. A radical approach, designed in partnership with Velti. CHERYL DALRYMPLE CFO, AdMob AdMob’s transformation of the mobile ad space – and its astonishing success (over six billion ads served a month) – could not have been achieved without Dalrymple’s strategic and financial nous. JULIA DIMAMBRO MD, Cherry Media Gotta love la Dimambro. She was there at the birth of mobile adult content and remains its most high profile proponent, banging the drum for responsible services – and doing so with fruity language and immense personal charm.

Clockwise from top left – Indra Asander, Jill Braff, Rubaba Dowla, Sissel Henriette Larsen, Bernadette Lyons, Emma Lloyd, Alice Kim, Julia Dimambro

August 2009 9

TOP 50 WOMEN

LOTTA LAUTSUO COO, Starcut US Lautsuo’s involvement in mobile goes right back to the days of Springtoys. Remember them? She is now running the US operation of this mobile comms agency.

RUBABA DOWLA Head of Marketing, GrameenPhone Bangladesh Regrettably, women execs are not too populous in emerging markets. Dowla is a highly visible counter to this, and one of the sub-continent’s most visible mobile senior managers.

EMMA LLOYD Head of Mobile, Sky Sky takes mobile very seriously, with original programming like 24-7 Football and a formidable presence on operator decks. Lloyd was a big name appointment last year and is leading the team.

VENETIA ESPINOZA Director, Mobile Applications and Partner Programs, T-Mobile USA Leading the much-publicised strategy to give developers open access to the T-Mobile ecosystem, and its D2C business too.

CATALINA LOU European Sales Director, EA EA has flexed its muscles since committing to mobile. Its division is flying, and Lou has delivered impressive results across Europe.

TANYA FIELD Director of Mobile Data Group, Telefonica O2 Certainly, one of the most senior of all female execs on this list. Field was recently promoted from head of content in the UK and is now overseeing Telefonica group strategy in UI, ads and mobile internet.

BERNADETTE LYONS MD of End2End Under Lyons, End2End is cashing in on the operator outsourcing trend by winning numerous games storefront management deals – Optimus and Vodafone Essar this year, for example.

AMELIA GAMMON VP of Interntational, Fox Mobile Moved from Universal last year to the new Fox set-up. Now responsible for international content distribution, licensing and marketing. CLARE GRANT Global Marketing Director, Velti Grant joined from ntl:Telewest in 2008, just as Greece-based Velti was poised to take its marketing and advertising services to the big league. Must be a huge in-tray.

Six more of mobile content’s leading ladies: Clockwise from top left – Laura Marriott, Rosemary Tan, Helen Keegan, Liz Schimel, Julie Ask, Erica Chriss

TAMARA GRUBER VP of Marketing, Crisp Gruber arrived at the US ad specialist Crisp with over 11 years of experience in mobile, and is helping it expand a client base that includes Time and USA Today.

EMMA KAYE CEO, Gate7 Kaye’s Gate7 is one of the best established mobile media agencies in Africa. However, her global profile is enhanced by her membership of the MEF EMEA board.

MADELINE HERDRICH VP of Mobile (North America), Paramount Herdrich has overall control of distribution, marketing and operations for mobile content at the film studio. Previously with AT&T.

HELEN KEEGAN Founder, Beep Marketing No one in the world knows more than Keegan about mobile marketing – and we doubt anyone else is as well-connected. She organises the Swedish Beers evenings, MoMo London gatherings and more.

SABINE IRRGANG COO, GoFresh Irrgang was a co-founder of the German firm, whose mobile social network itsmy.com has over one million members. 10

August 2009

LOUISA JACKSON Director of Content and Sales, Vidzone Co-founder of UK music and video distributor with deals all over the

world. Also the power behind the PS3 music service. ALICE KIM SVP of Business Development, MTV Networks Kim left Enpocket to join MTV, where she manages mobile distribution deals for MTV Networks’ diverse brands, including Nickelodeon, VH1, Comedy Central and more. SISSEL HENRIETTE LARSEN Director of Broadband, Internet and Services, Telenor Norwegian Larsen has been a familar face in mobile content since the beginning. She founded DRM firm Beep Science before returning to Telenor to head up the operator’s content strategy. Well-known for her work with the MEF.

SARAH MCCLUSKEY Commercial Director, 4th Screen Advertising McCluskey got a big promotion earlier this year after helping secure agreements across 4th Screen’s ad network with O2 UK, Virgin Mobile and others. KATIE MCMAHON VP of Business Development, Shazam MacMahon has helped propel Shazam to heady heights. It claims around 35 million regular users, and is positioned as one of the killer apps (among 50,000) on the Apple App Store. LAURA MARRIOTT Director, Neomedia Marriott departed the presidency of the MMA to join the board of barcode specialist Neomedia in January. She was highly successful at the MMA; expect more of the same. CINDY MESAROS SVP of Marketing, Moderati Moderati was there in the ringtone days, and is one of the few content specialists to survive and flourish in the app store era – as its lauded Zippo lighter app proved last year. www.mobile-ent.biz

TOP 50 WOMEN

YEN ONG General Manager of SouthEast Asia, Soundbuzz Asia has enthusiastically embraced mobile music, much of it supplied by local aggregator Soundbuzz. Ong’s huge geographical remit includes Singapore, Brunei, Indonesia, Vietnam and Thailand.

making technological breakthroughs in mobile internet site development. Thomas is a co-founder. KERSTIN TRIKALITIS CEO, Out There Media While everyone else was crowding into Western Europe, Out There was cornering Eastern Europe and the Balkans for itself. Now, Trikalitis is plotting serious expansion. Definitely one to watch.

JI YOUNG PARK CEO, Com2Us Park founded Com2uS in 2000, and it remains the best known Korean games publisher active in global markets. The firm is growing too, thanks to wildly successful MMORPGs. Recently launched in Brazil.

MELIS TURKMEN Head of Mobile Marketing and Advertising, Turkcell Turkey is an absolute hotbed of innovation in mobile marketing, and much of it is due to the leadership of Turkmen. One Turkcell project, TonlaKazan ad-funded ringback service, has reverberated across the whole industry.

RIMMA PERELMUTER General Secretary, MEF In 2001, when Perelmuter joined, the MEF was a techno-centric body with a handful of members. It’s got around 150 now including the BBC and other media firms, and is at the heart of the content business in every continent.

LAUREN WALTER Head of International, Flirtomatic Flirtomatic has taken the mobile social media world by storm with its innovative model and (ahem) actual revenues. Now it’s going international – into Germany and the US. All eyes on Walter.

LORANE POERSCH CEO, Crazyfunbabe Anyone pioneering female-oriented content products should be on this list. Step forward Lorane Poersch, who’s doing just this with her USbased company. LUCIA PREDOLIN Director of International Marketing, Buongiorno Part of the team re-aligning Boungiorno as a one-stop for marketing, B2B, B2O and community services such as the recentlylaunched peoplesound. Buoyant company financials suggest it’s working. KARIN DU RIETZ Content Director, Rubberduck Du Rietz recently joined Norway’s mobile TV pioneer after a spell with the huge Nordic media group Schibsted. She’s busy accelerating Rubberduck’s influence in the region. DESIREE RODRIGUEZ Director, Business Development, MobiTV The world’s original streaming TV company is now up to 7m live subscribers, and flame-haired Rodriguez has been there since almost the start. www.mobile-ent.biz

CHER WANG Chair, HTC Wang has nurtured Taiwan’s premier handset vendor from a maker of unremarkable Windows phones to a pioneer in touchscreens with valuable brand equity. Multinational female power: Clockwise from top left – Kerstin Trikalitis, Melis Turkmen, Ann Williams, Desiree Rodriguez, Lucia Predolin, Cher Wong

KIM DE RUITER Head of Mobile, Mercury Music Group A highly respected exec who has launched ‘firsts’ including the Dirty Pretty Things/Nokia N91 campaign, the first made-for-mobile hip hop video with Ludacris and more. JESSICA SANDIN Associate Partner, Thinktank Incredibly knowledgeable about the market after long spells with Informa and then Fathom. Now driving qualitative research projects at the Thinktank agency. SUZANNE SCHANTZ Global Head of Digital Retailing, Vodafone Global Big year ahead for Voda, opening up its API to drive app sales. As head of digital retailing services across mobile

and web, it’s a pretty momentous time for Schantz too. LIZ SCHIMEL SVP of Music, Nokia Can Comes With Music break into the mainstream? Can Nokia Music Store challenge iTunes? Can Schimel make it happen? ROSEMARY TAN, Director of Mobile Entertainment, Sony Pictures TV International Tan has formidable new media experience, having worked for Universal Music and BMG prior to her current role. She is also a member of the MEF Asia board. ANNE THOMAS Head of Business Development, Wapple Wapple is still pushing boundaries and

ANN WILLIAMS CEO, Okto The founder of Brazilian content and transactions specialist. Okto offers SMS and WAP services to operators, brands and financial institutions. MIDORI YUASA President, Capcom Mobile Yuasa has been with Capcom since 2005. The Japanese publisher is currently driving into Western markets with its own products plus eye-catching IP like Where’s Waldo? FIAMMA ZARIFE Director of Value Added Services, Claro Brazil is the object of much fascination for the content community, with its spiralling mobile population and passion for entertainment. Claro has over 30 million subs, and Zarife is directing the VAS strategy. August 2009 11

CASUAL MOBILE GAMES

Bubbling over It took a technological revolution to take the technology out of mobile gaming and give it back to the masses. Tim Green takes a serious look at Bubblewrap, Peggle and all things casual… any years ago I watched the visionary games developer Peter Molyneux give a keynote at Midem about the future of gaming. This was during the heyday of PlayStation and Xbox, when all talk was of graphics acceleration and how to make the cars in Gran Turismo look like, well, real cars. But Molyneux had already seen the next phase of gaming, well ahead of everyone else. He said the future was in the user interface. I’ve always remembered that, because it struck me as so profound and yet so obvious. Take away the confusing controller with its squares and circles and dual-shock and you remove the thing that frightens 95 per cent of the population. Within a year or two, that’s just what the industry had done. Sony had

All that graphical power, and the touchscreen applies it to running Bubblewrap sims invented Singstar and EyeToy. Not long after that there was DS and then Wii. Voila! After 30 years of trying, the console market moved beyond action, RPG and football and embraced yoga. A vocal few in mobile sang the same song. David Gosen used to bang on about the vital significance of the ‘one thumb’ game all the time before his will to live was sapped by the Java/operator storefront stranglehold and he quit I-play for Xbox. But, at last, change has come to the mobile sector. The iPhone – and its associated self-publishing model for games developers – has ushered in a new era of mobile casual gaming. Ironic that just when devices started to support PS2-quality gaming, the touchscreen nullified the hideousness of the numeric keypad and all that 12

August 2009

Connect2Media’s Eric Hobson (above, left) is remaking casual PC hits; Peter Molyneux (top right) and David Gosen saw it all years ago

graphical power was applied to, er, the bubblewrap sim. The Apple App Store is drowning in casual games, with companies such as Firemint, Ngmoco and others emerging from nowhere – and others like Fishlabs diverting their energies entirely – to exploit iPhone’s easyaccess publishing model and eager user base. According to a survey by PocketGamer, 52 of the top 100 best sellers in 2008 were original IP and 36 cost less than $1. How different from the operator portal norm.

Mohit Sureka, CEO of Spiel Studios in India, can understand why smaller developers would go casual with iPhone. He says: “One of the major reasons for casual games flooding the market is due to the cheap cost of production, faster turnaround times and higher ROIs. Casual games are far less complex than hardcore games and sometimes lack complete storylines. With publishers refraining from backing big projects, many developers have turned to the casual market.”

And so, indeed, have the larger ones. It’s obvious that a name publisher like PopCap, for example, would gravitate to mobile: it has a heritage in casual PC gaming. Thus, it released Peggle for the iPhone in May in the knowledge that the PC version had been downloaded nearly 50 million times from the web. But last month there were a few gasps when it was revealed that EA had opened a new iPhone unit – 8lb Gorilla – and that it was looking to deliver a new title every month for www.mobile-ent.biz

MOBILE CASUAL GAMES

99 cents a shot. This from a company used to selling $60 games at retail. Ben Parfitt, editor of CasualGaming.biz (a sister title of ME) is not surprised. He says: “The major console publishers started to realise that they could spend millions of dollars and many years developing these huge games and, if they were lucky, they’d sell 10 million. “But more often they’d sell a fraction of that. Meanwhile, there were all these cheap casual games on the web being played by 20, 30, 50 million. They started to see the opportunity in casual.” But this prompts the question: where’s their USP. In console, they had the retail relationships, the replication facilities, the sales fleets. What use is all this in mobile casual gaming? “It’s a good question,” says Parfitt. “They still have brands, and a lot of marketing cash and nous. They have to use this to compete.” Established mobile games publishers like Connect2Media are using these qualities to secure the

Big publishers saw casual games being played by millions and wanted in online world’s most intriguing IP. It recently snapped up Tumblebugs, a game with over 35 million downloads or free-plays to date on the web version. The thinking is that mobile, the ultimate connected medium, can add a new dimension to the play. Eric Hobson, CEO of Connect2Media, says: “We build some kind of connectivity into all games. It might not be full multi-play, it could be just leader boards, but it’s absolutely essential.” Let’s hope that the casual revolution ushered by iPhone can sweep across ‘traditional’ mobile portals too. Distributor Selatra has noticed a slight shift, and says 25 per cent of its sales are now casual. The precise future of mobile casual gaming is far from certain. No one can say whether free will become the dominant price and if so how micropayments will be made. Then there’s the app v browser question. Flash mobile gaming is huge in Japan; it’s yet to take off in the West. www.mobile-ent.biz

Seriously casual: The $1.5bn business In 2005, the casual games industry grossed $713 million (including $314 million in North America). By 2006, it was nearly $1 billion, and according to the IGDA, this figure is now close to $1.5 billion. Over 150 million people worldwide have downloaded at least one demo version of a casual game from the internet.

This has been led by portals such RealArcade, Yahoo! Games, Bigfish Games and others. On the web, casual gaming is heavily skewed to the top titles, with the world's top five games accounting for about 35 per cent of the revenue; and the top 20 making up over 75 per cent.

Fish scales up Kristian Segestrale left Glu to launch one of the world’s fastest growing online social gaming companies, Playfish. However, he still has faith in the mobile format, as he told ME’s sister site CasualGaming.biz… “The 3G iPhone’s combination of usability, fast network access and large touchscreen have huge potential for casual gaming. Add to that the emotional component of playing to beat your realworld friends instead of just playing games to kill time, and you wonder if there’s a better handheld game platform around. Any challenges are more likely to be commercial than technical. Most pressing is how consumers will pay for games in the future, and thus what the overall user experience will be. Mobile has traditionally been a pay-per-download environment for games, and

anything aside from that (and some limited subscription models) has struggled to take off. However, online games companies like Sulake (Habbo Hotel), Nexon (Maple Story) and others have shown that web-based models using micro transactions supported by advertising can be compelling for consumers, and profitable for game publishers. As an open internet device, the iPhone should be capable of both models, so it’ll be interesting to see which takes hold over time. Having helped build a mobile games company previously, I still believe that mobile is the future mass market entertainment platform. However, rather than growing through the closed digital retail environments of network operators, mobile will be just another access method to the open internet in the future. Social games are the most engaging form of casual gaming online, and we believe that will translate to mobile in the long run.”

Mohit Sureka, CEO of Spiel Studios, believes major publisher cutbacks have helped smaller developers consider casual projects

August 2009 15

MOBILE AD EXCHANGES

Exchange is in the air Self-service ad exchanges used to mean one thing: AdMob. But now, with the company serving 6.3 bn ads a months, competition is coming from all over the world. Mobile Entertainment looked closer… n March 2006, Omar Hamoui set out to solve the problem of how to get advertisers onto his mobile site, without involving the operators or negotiating with multiple agencies. He came up with a self-service ‘exchange’ model, and the resulting firm – AdMob – is still making the running four years later. But Hamoui will have to keep innovating, because suddenly he has competition. AdMob’s model lets publishers strip code into their sites in minutes, so any site with traffic can make money fast. Meanwhile, advertisers bid for space. It’s a bit like Google or eBay – and in fact, observers wonder why the big online firms didn’t come up with the idea first. Especially now that AdMob serves 6.3 billion ads a month across mobile sites, and increasingly within smartphone apps. Well, if Microsoft and Google don’t offer direct competition, others will. In 2008, US firm Mojiva was launched by Dave Gwozdz (ex of DoubleClick) as a self-service ad network in AdMob’s image. Soon after, it unveiled a Premium Network that lets users target sites by name rather than just location, platform or keyword. Mojiva served two billion ads in ten months. Meanwhile, things were simmering in the east. BuzzCity, which sells ad inventory based on its UGC MyGamma and publisher site network, surged on. It served 7.5 billion paid ad banners in Q2 2009 alone. By 2008, it faced fresh competition in India from mKhoj, which recognised that a country of 400 million people with little access to online advertising, would be perfect for a self-service mobile ad network. mKhoj is less than a year old, but already generates two billion impressions a month across India, South East Asia, Africa and the Middle East. It can display ads in hundreds of languages, including Afrikaans, Arabic and Zulu. Now mKhoj is targeting Europe, undeterred by the stature of AdMob and the volume of premium networks like 4th Screen, Yahoo and Velti.

August 2009

mKhoj’s Naveen Tewari (left) is eyeing ad exchanges, but not Stock Exchanges

Naveen Tewari, CEO of mKhoj, believes Europe is dominated by relationships rather than systems, and that the mKhoj platform offers intelligence that will attract attention by reducing the cost of acquisition. “I have confidence in the power of our system because it’s helped us grow ten times in six months,” he says. By the time mKhoj is up and running, it will have to compete with Adfonic, which launched formally last month. Like mKhoj, Adfonic believes it can carve a niche with new levels of targeting and matching. Its CEO Victor Malachard says: “We heard of ads being served on the basis of operator and handset only, whereas we can target by time, tagging and even gender and age. And it’s all done using a bidding model to keep costs low.”

“There’s an ad for that…” If the mobile internet is mutating into a world of apps and widgets, then it makes sense to for ad exchanges to target these new channels. AdMob wasted little time setting up an iPhone division, which opened in March. Admob says the iPhone now accounts for 50 per cent of web traffic from smartphones in the US; it accounted for ten per cent in August 2008. Meanwhile, Android captured five per cent just three months after launch. Such is the richness possible from app advertising that it has prompted big brands to make big statements on the small screen. Earlier this year, Jaguar and Land Rover pledged a collective $1.6 million spend for 2009 and revealed eye-catching iPhone placements. Overall, AdMob served 51.8 million iPhone ads in June alone, while more than 1,000 of its 5,500 publishers used its Apple platform.

www.mobile-ent.biz

August 2009 17

Tuned in

The discussion started on the podium, continued over dinner and was still raging at midnight. Mobile Entertainment reports from a superb Mobile Music Now conference… obile Music Now got off to a rather alarming start. ME’s first ever conference was highly successful in every way, but it was a little worrying when the first keynote began with a slide of a gravestone with ‘Mobile Entertainment’ written on the front. That was former label man and music guru Barney Wragg talking about the end of old-school mobile personalisation and not, happily, the grisly demise of our magazine. Wragg’s point was that the first phase of mobile content is over. Indeed, it’s wrong to think of mobile as a distinct platform any more. Instead, in the iPhone era, we should view it as part of a networked experience that embraces other areas of digital life such as social networking. He said: “The iPhone

August 2009

has shown us that it’s possible to integrate various internet experiences with the mobile device – whether it’s Facebook, LinkedIn, Twitter or iTunes. And we can see this moving and evolving with Ovi and some of the things operators are doing with devices and platforms.” Wragg went on to scare us all by re-hashing the arguments about the death of traditional media – whether professional journalism (eek!) or record labels. But he was merely softening us up. “Rumours of our death are exaggerated,” he said. “No artists have broken without label investment early in careers. Yes, we will see some structural changes, but the industry can adapt.” Well, that’s certainly one way of looking at it, but the explosive presentation by JMA’s Jonathan

MacDonald suggested otherwise. He concluded that, in a digital world, centralised companies will invariably die to be replaced by agile, open organisations. He drew on the analogy of the spider – which dies when you remove its legs – and the starfish, which self-replicates because it is a de-centralised organism. AlQaeda is a starfish; the Catholic church and record companies are spiders. They should adapt and embrace openness or die. So far, record companies are struggling, MacDonald claimed, because they are retro-fitting new models to their existing structures instead of re-inventing themselves. It was a radical analysis. But according to the stats presented by Music Ally’s Juan Paz, some of these new models are bearing fruit, and helping to

reverse the decline in mobile music brought about by years of falling ringtone revenues and unsuccessful operator full-track download stores. He stressed that Europe is the home of the most advanced new ideas. It was here that Nokia launched Comes With Music first, and Vodafone Spain rolled out its subscription-service with RealNetworks. Then there’s TDC Play, the ‘free with broadband’ package, which has seen a country of six million people download 100 million tracks in a year. Just as important, it has reduced TDC’s churn by 30 to 40 per cent. The panellists at Mobile Music Now were united in their praise for the 24-7 powered service, not least because it has rendered illegal file sharing pointless in Denmark. In fact, www.mobile-ent.biz

Mobile Music Now was a bustling hive of activity, ripe for networking, loud conversation and developing good ideas to take mobile content forward into the digital future. We’re already excited about the next Mobile Music Now. Are you...?

Mobile Music Now sponsors:

Platinum sponsor: 24-7 Entertainment This digital music pioneer offers a platform that powers millions of downloads for retailers, telcos, hardware vendors, record labels and media companies. Customers include TDC, Omnifone, 3 Austria, Sunrise and more.

Gold sponsor: Muzicall

TDC play now outsells iTunes by ten to one and it shows the long tail in action with 147,000 artists having had a purchase of some description. Its success was welcomed by Scott Cohen, who represents independent labels on his Orchard distribution network. “Play has been great for us. It has drastically increased the royalties of our artists in Denmark,” he said. The conversation then moved on to the general notion of bundling music with subs or even devices. At MEM a few weeks earlier, Rob Lewis of Omnifone remarked that this model will become ubiquitous and that ‘in a few years the idea of an MP3 player that doesn’t come with bundled music will be as ridiculous as a PC without an operating system’. The panellists were not so sure. 24-7’s Phil Shepherd was concerned about the perceived value of music. “There’s a disconnect between what the manufacturer wants to pay and what the rights holder thinks the music is worth. Most deals fall down here,” he said. Nokia’s Tim Grimsditch was concerned about the way such bundles would be sold. “We never use www.mobile-ent.biz

the world bundle with Comes With Music. It’s about giving consumers the best device. TomTom doesn’t describe itself as a navigation solution with map bundles – it’s a bit of kit that tells you where you’re going.” Others believe in a segmented approach, skewed for different demographics. In a ubiquitous bundled music world, everyone pays for music whether they want it or not. That’s a poll tax, and O2’s Antony Douglas was dubious. “We can’t base the whole model on it. My granny doesn’t want a handset bundled with Florence and the Machine, and she shouldn’t have to buy one,” he commented. Scott Cohen agreed, but added that it’s hardly unusual to own a device and only use some of the functions. “I know I do. The important thing is to have a basic tier. It’s easier to upsell from something than nothing.” Of course, there’s a perception that as music moves from downloads to access, it all gets devalued – and artists don’t get paid. Sony’s Alex Vlassopulos countered that artists are remunerated fairly, but agreed that this hasn’t been communicated well.

He said: “There’s a pool of money that goes to labels and is then split up by usage and paid to the bands. There’s a very clear line back to them in our deals with Spotify, We7, Nokia and others.” Still, some disquiet does persist. And this has given rise to the notion of a DIY artist – the musician that runs a site, posts MP3s, does his or her own marketing and makes money from performing. Nonsense, countered Cohen. “All these stories of DIY artists… they’re not alone. They have a big team behind them. Actually, labels are more important than ever. Will Spotify do deals with 500,000 artists? Will a musician call up O2 and say we’re an unsigned artist, give me a deal? No!” There was widespread agreement with the comment until Jonathan MacDonald gave his address. “Why shouldn’t an unsigned artist work with O2? I think it’s a great idea,” he suggested. “What we need are platforms and for labels and operators to build them and then get out of the way.” There wasn’t time for MacDonald to explain how. But we’ll ask him to do so at the next Mobile Music Now.

Muzicall is reviving the European ringback market with a platform that enables offportal brands to sell ringbacks, and also promotes the ‘product’ as an advertising channel.

Gold sponsor: Hungama The Indian content market is dominated by Hungama, whose business relationships with Bollywood studios have given it unrivalled access to the country’s top music talent. The firm is now experimenting with India’s first music subscription packages.

Gold sponsor: Materna Materna’s micro music store concept extends the online shopping experience with a widget that can be integrated into any website, while maintaining the content owner’s look and feel.

August 2009 19

The Social Mobile Application Store

WANT TO REACH MILLIONS OF MOBILE APP DOWNLOADERS? Upload and promote your application on Mobango to boost your downloads!

Mobango supports Java, Symbian, Android, Windows Mobile, Flash Lite Applications To find out more visit www.mobango.com or contact us at: promote@mobango.com or +44(0)2071001897

August 2009

www.mobile-ent.biz

ITALY FOCUS

Forza

Italia! here’s been a little disquiet in the Italian mobile space. Why? Because the country’s overall subscriber rate has fallen to 152 per cent, down from 152.7 per cent a year ago. Yes, ‘only’ 152 per cent. Thankfully, the Italian VAS market keeps growing. According to the Politecnico di Milano, it’s now worth e777 million a year. However, what’s more interesting than Italians’ appetite for content is their domination of the space for it outside of their home country. Between them Buongiorno, Dada, Flycell and Neomobile control a sizeable chunk of the world’s D2C market. Meanwhile, Mobango is a rising force in the emerging apps market and modomodo is making interesting noises in LBS. Most insiders agree it’s because of the early pre-pay boom in Italy, and the fact that there was SMS by 1994 and an on-deck content market as early as 1996. Alberto Montesi, CEO of Flycell, says: “We had a headstart

www.mobile-ent.biz

The country that gave us Michelangelo and Dante is also the cradle of mobile personalisation. Tim Green ponders why, and talks to two rising Italian content specialists…

Italy’s content market in numbers Value in 2008.............................................................................................e777m Content market by category Personalisation .............................................................................................35 % Other infotainment ......................................................................................33 % TV and video ................................................................................................14 % Games ............................................................................................................7 % Community.....................................................................................................7 % Music..............................................................................................................2 % Other ..............................................................................................................3 % • 94 per cent of people are aware of mobile content • 25 per cent have purchased at least one content product in the past year • 14 per cent have purchased more than one type of content • 6 per cent but mobile content at least once a month Source: Politecnico di Milano Flycell’s Alberto Montesi, based in New York, is one of the high-flying Italians to have taken mobile personalisation into overseas markets.

and I remember carriers from other countries coming to visit TIM to understand how to do things.” According to Fabio Pezzotti, CEO of Mobango, the early maturity of mobile gave entrepreneurs somewhere to go when the dotcom

bubble burst in 2000. “There was a lot of energy around and it was redirected at mobile content, probably before it happened in other countries,” he says. Ultimately, of course, all of this activity is built on the innate Italian

love of ‘chiacchierare’ (chat). This has given Italy’s content firms a springboard for expansion into world markets that is now unassailable. It looks as if mobile VAS can join fashion, sports cars and olives as a distinctly Italian export… August 2009 21

ITALY

Bang getting louder Mobango (UK registered, run by Italians) launched in 2006, but the simultaneous rise of the ‘free’ model and of the mobile app has seen its fortunes transformed in 2009. Tim Green spoke to its CEO, Fabio Pezzotti…

And these downloads are all free, right? Yes, everything is free. There are a host of companies that want an installed base rather than revenue – Nimbuzz, Opera and so on. They believe payments will eventually come from within apps, and we’re helping them grow their footprint. Top products are up to 250,000 in their lifetime and 15,000 a day.

Neomobile is arguably the least well-known of Italy’s D2C giants. But that’s all set to change, says its CEO Giancarlo D'Agostino… When people think of Italian D2C companies they think of Buongiorno, Flycell and Dada. Why not Neomobile? All those companies have been moving into B2B and operator services. But we have focused on pure D2C services so we haven’t needed to push our trade profile so much. We’re not active in the US and the UK either. But in Italy, we’re the market leader.

I suppose observers would group Mobango with Getjar, Ovi and other app stores. Is this a fair comparison? Well, I agree that we do compete closely with Getjar, but I think the issue with app stores in general is that they make it hard for users to separate professional and amateur products. We have a platform for hosting both. And we can offer the full range of billing options, which others can’t. Uploading is quicker than it would be on an operator deck, where there are so many processes. How does this uploading process work? We re-launched at the start of the year with a self-service tool to make it simpler for any member to put their app on the site. For user-gen content, it just takes a few seconds to get content live. For developers with rich media apps, the process is a little longer. We now have around 20,000 registered devs, with several hundred products live. Since launching the platform the traffic has increased dramatically. We’ve doubled the number of registered users to 4.8 million, and we’re getting around seven million visitors a month. The average downloads per visit used to be 0.6, now it’s 1.2.

A whole Neo world

So how does Mobango make money? We charge professional developers for placement on the site and per download. They pay around 5c to 30c a download, but they don’t pay for clicks. It’s a model that might work for Google, but it doesn’t for us and our customers. More recently we have begun to make money from direct marketing – in which our customers can have access to opted-in users – and also via white-label content deals. You recently did such a deal with Neomobile. How does that work? Neomobile selected 10,000 applications and have made them available as the VipMobile on a weekly all-you-can-eat basis that includes a newsletter to inform users about the newest applications. We’re looking to do more deals outside of Italy. But can’t consumers get these products for free from Mobango? Yes, but they’re paying for the convenience and the content selection.

People have been so down on D2C since 2006. How have you managed to thrive? We’ve adapted and we respond fast to what consumers want. So in terms of marketing we’ve moved from TV and print to online, which is more targeted and cost effective. We’re actually one of Google’s top customers in Italy. Product wise, we make sure that we change the lineup to reflect things happening on TV and with celebrities etc. You have to do this constantly to keep people subscribing because they can stop at any moment. We offer one-off downloads, but 50 per cent of customers subscribe.

And the Arena deal is taking Neomobile into white-label operator services too isn’t it? Yes, it’s behind the flat rate Music Box concept with TMN. Generally, we see the operators switching strategies along social media lines, and letting their subscribers customise their services as they please. It’s taken a while, but I think this change gives us an opportunity to move into the B2B space. Handset companies are also moving this way, and we’re working with LG now for example.

So now Neomobile is expanding into new sectors... Well, in terms of geography, we’ve been growing for a while. We expanded into Turkey in 2006, and then bought Arena Mobile which gave us access to Spain, Portugal and Latin America. We’re top five in Turkey and Spain and now generate nearly E100m a year across 13 countries.

How else can Neomobile grow? We’re looking at selling mobile advertising inventory now. This is an under-developed market in Italy – It’s worth maybe e35m – and we should know, we buy a lot of mobile advertising. We’re talking to a major food company at the moment about a pretty big deal, which I hope will be the first of many more.

The big five BUONGIORNO Buongiorno is active in 57 countries, and claims to reach more than 100 million consumers, with over six million D2C subscribers. It has moved smartly into B2O services and now has agreements with 120 networks. Eighty per cent of revenues come from outside Italy. DADA Dada is best known for its Dada.net D2C operation, and within this for music services that

August 2009

offer DRM-free MP3 subs in more than 15 countries. But it also runs blog networks and the Dada.pro mobile ad service. Dada employs over 600 people. In 2008, 45 per cent of revenues were generated in Italy. FLYCELL Flycell, a subsidiary of messaging firm Acotel, launched in 2004, and remains focused entirely on D2C business. The company has succeeded most visibly in the US, where it is now based, and

has four million subs worldwide with just 400,000 in Italy. NEOMOBILE Italy’s market leading D2C company, now moving into international markets and B2B (see box). MOBANGO The community-oriented free app store is on a roll after launching a self-service platform for UGC and pro members to upload content (see box).

www.mobile-ent.biz

Festival Partner

Retail Partner

Part of the Edinburgh Festival Festival Partner

Conference Partner

Festival Partner

VIP Reception Partner

Expanding the Creative Culture of Games 13th - 14th August 2009 Come to Edinburgh and share your ideas and innovations. Meet interactive industry decision makers from video games publishing, development, TV, film and media. Discover the latest trends and thinking. Network at festival parties.

SPEAKERS AND SESSIONS INCLUDE: Peter Moore (EA): The Challenges of Reinventing the Iconic Sports Brand Games Peter Cowley (Endemol): Evolution of Branded Games Timo Soinnen (Sulake Corp), Simon Guild (Bigpoint Games) and Simon Seedfelt (Jagex): It’s All in the Browser Mike Bennett (Oil): Grow Up and Stop Playing with Yourself Ian Livingstone (Eidos), Ray Maguire (Sony Computer Entertainment), Peter Moore (EA), Kristian Segerstrale (PlayFish): The Great Debate FREE PUBLIC AREAS INCLUDE: Games Screenings • Scottish Developers Area • Free Play Area • Live music and more

www.edinburghinteractivefestival.com Media Partners

Scottish Developers

Associates

To discuss sponsorship opportunities contact jodie.holdway@bhpr.co.uk or tel: 01462 456 780

The Mobile Con

Premier Aw

AWAR

Thursda

The Royal Garden Hotel, K

Award Ca DEVELOPMENT & PUBLISHING Best Gambling Company Best Adult Company Best D2C Company Best Games Developer Best Games Publisher Best Music Label Best Video Company Best Social Media Company

OPERATORS & HANDSETS Best Handset Company Best Operator

For more information and sponsorship Telephone: +44 (0) 1462 456780 â&#x20AC;˘

Silver Partner

Exclusive Operator Award Partner

Exclusiv Receptio

ntent Industryâ&#x20AC;&#x2122;s

2009

wards Event

RDS

ay, October 1st 2009

Kensington, London W8

ategories SERVICES Best Video and TV Service Provider Best Music Service Provider Best Games Service Provider Best Transactions Provider Best Mobile Publishing Platform Best Marketing & Advertising Company Best Search and Location Company Best App Store

SPECIAL AWARD Outstanding contribution to mobile content

p opportunities contact Jodie Holdway Email: jodie.holdway@bhpr.co.uk

ve Drinks n Partner

Exclusive Games Publisher Award Partner

Exclusive Best Social Media Company Award Partner

Category

JEOPARDY! Clue Crew

Jeopardy Home for Imaginary Friends

Wheel of Fortune Deluxe

Sony Pictures

Knock You Down

Keri Hilson

Double Statues - WATER Angels & Demons

TextTwist Turbo

Real Networks

Not Anymore

LeToya

Amazing City Scape

Pink Frosty

Hannah Montana in Action

Disney

Tonight

Jonas Brothers

Catalina Nature

Fun

Brain Genius 2

Glu

Come On Get Higher

Matt Nathanson

Bastardino Face

tokidoki

10 Call of Duty 4

Glu

La La Land

Demi Lovato

Dog after his bath

National Geographic

Wheel of Fortune Road Trip

Sony Pictures

The Dedication

Jibbs

Hannah Montana: Color Fun Disney

Transformers: Revenge of the Fallen

Glu

Music 2 Fly 2

Glittering Silver Cross

Christian

Hannah Montana Secret Star

Disney

Wizards of Waverly Place Theme

Selena Gomez

Queen

Pink Frosty

14 I-play Bowling

I-play

You're A Jerk

New Boyz

English Rose Glow

Artwork

Real Networks

Ego

Beyonce

Mickey & Minnie: Lucky Kiss Disney

16 3D Formula Racing

Celander

I Need A Girl

Trey Songz

Dolphin Fantasy

Artwork

Gem Drop

Real Networks

Always Strapped

Birdman ft. Lil Wayne

Dolphins True Love

Romance

2008 Weakest Link

South Park 10: The Game

I-play

Last Time

Trey Songz

I Dont Want To Be In Love Pink Frosty

19 God of War - Betrayal

Sony Pictures

All The Above

Maino

Dont Call Me Text Me

20 1942 Air Combat

LemonQuest

20 Blame It

Jamie Foxx

20 Adios and Ciao Ciao

Pink Frosty tokidoki

SOURCE: OPERATORS

network subs Key operator subscriber numbers from around the world Country

Operator

Subscribers

Western Europe UK

Vodafone

18,716,000

T-Mobile

16,675,000

3 O2

Germany

Italy

France

Spain

Netherlands

Ireland

Sweden

Norway Denmark

Greece

Belguim

Portugal

Switzerland

Austria Eastern Europe Poland

Hungary Czech Republic

Country

Operator

Subscribers

4,782,800

Megafon

43,500,000

5,381,000

Mobile TeleSystems

65,100,000

20,416,500

VimpelCom

49,400,000

Orange

15,850,000

Tele2

10,642,000

Vodafone

35,471,000

Kyivstar GSM

23,052,000

T-Mobile

38,984,000

Ukrainian Mobile (MTS)

17,900,000

14,506,000

E-Plus

18,038,000

Freenet (debitel + mobilcom)

18,530,000

Drillisch (Victorvox)

2,310,000

Vodafone

22,914,000

8,885,000

Wind

Russia

Ukraine Slovakia

365200

Orange

2,901,000

T-mobile

2,331,000

2,190,000

Optus

7,789,000

16,900,000

Telstra

9,300,000

TIM

34,797,000

Vodafone

3,970,000

Orange

25,076,000

China Mobile

477,164,000

SFR

19,652,000

Bouygues

9,594,000

Vodafone

16,910,000

Movistar

23,614,700

Asia Pacific Australia

China Hong Kong India

China Unicom

137,692,000

1,340,000

Smart tone

1,139,000

Bharti Airtel

93,923,248

Orange

11,426,000

BSNL

52,144,234

Vodafone

4,618,000

Tata Indicom

35,121,964

T-Mobile

5,235,000

Reliance

72,666,192

KPN

6,821,000

Vodafone

2,175,000

1,710,600

3 (inc in UK)

Japan

Thailand

NTT DoCoMo

54,601,000

Softbank

20,630,000

NTT DoCoMo

30,840,000

AIS

27,582,000 19,985,000

Meteor

1,024,000

Dtac

3 (includes Denmark)

1,293,000

True Move

15,000,000

Telenor

1,912,000

Singtel

2,976,000

Singapore

Tele 2

3,380,000

StarHub

1,815,000

Netcom

5,412,000

MobileOne

1,619,000

Telenor

2,900,000

Netcom

1,591,000

Movistar

15,002,400

3 (included in Sweden figures)

Vivo

45,641,500

TDC

3,096,000

Sonofon

1,833,000

Vodafone

5,906,000

Cosmote

7,690,000

Latin America Argentina Brazil Mexico North America Canada

Claro

39,587,000

Telcel

57,533,000

Movistar

15,517,700

Wind (Previously-Qtelecom)

5,267,000

Bell

6,527,000

Mobistar (Orange)

3,421,000

Rogers

8,014,000

BASE

3,497,000

Telus

6,177,000

Belgacom Mobile

3,787,000

Sprint

49,083,000 33,173,000

USA

Vodafone

5,639,000

T- Mobile USA

TMN

6,959,000

Verizon Wireless

86,552,000

Optimus

3,219,800

AT&T

78,232,000

Vodafone

18,941,000

Orange

1,558,000

Swisscom

5,414,000

Sunrise

1,770,000

T-mobile

3,418,000

Vodafone

5,639,000

Orange

13,681,000

T-Mobile

13,287,000

T-mobile

5,347,000

T-Mobile

5,411,000

Vodafone

2,909,000

www.mobile-ent.biz

Africa Egypt Morocco Nigeria South Africa

ECMS

21,180,000

Ittissalat Al-Maghrib

14,456,000

Globacom

22,000,000

MTN Nigeria

23,000,000

MTN

17,000,000

Vodacom

19,807,000

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

August 2009 35

MOBILE MARKETPLACE

MOBILE

MOBILE ADVERTISING

MARKETPLACE

MARKETPLACE INDEX 26 CONTENT............................................+49 9547 870 120 www.26content.com BANGO ..........................................................08700 340 365 www.bango.com BRIGHTSHARE .....................................+972 (54) 307 49157 www.brightshare.com DIALOGUE COMMUNICATIONS ..............08700 790 300 www.dialogue.net DYNAMO ........................................................01382 348 635 www.dynamogames.com ELITE...............................................................01543 268 826 www.elite-systems.co.uk FLUID PIXEL STUDIOS .................................01642 384 336 www.fpstudios.com FROGGIE ...................................................+34 954 98 08 48 www.froggie-mm.com GENIE ..............................................................0844 415 5531 www.broadbandgenie.co.uk/mobile INLOGIC...................................................+421 904 628 889 www.inlogic.eu KATINA ...........................................................078 3366 4075 www.rawmobileporn.com MKHOJ .........................................................+1 650 521 6150 www.mkhoj.com

PUBLISHER

MOBIVENTION.....................................+49 2203 906 0210 www.mobivention.com PARTNERTRANS ..............................................01753 247731 info@partnertrans.com SPIEL STUDIOS .......................................info@spiel-s.com www.spielstudios.com SPLASH ........................................................0870 934 2666 www.splashnews.com THUMBSTAR...................................................0151 203 3445 www.thumbstargames.com UNIVERSALLY SPEAKING .............................01480 210 621 www.usspeaking.com WAPPLE ...........................................................01527 558 247 www.wapple.net XIAM ............................................................+353 1 483 2000 www.xiam.com

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. 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 tom.roberts@intentmedia.co.uk t: +44 (0) 1992 535647 www.mobile-ent.biz

August 2009 37

MOBILE MARKETPLACE CONTENT DISCOVERY

MOBILE GAMING PARTNERSHIPS

LOCALISATION

INTERACTIVE MOBILE SOLUTIONS

(

August 2009

)

www.mobile-ent.biz

MOBILE MARKETPLACE AFFILIATE PROGRAMS

MARKETPLACE NEWS

Partnertrans teams with The Porting Lab LOCALISATION specialist Partnertrans and QA firm The Porting Lab have pooled resources to deliver a broader service to their collective customers. Partnertrans already offers localisation for iPod, iPhone and NGage. This now extends to J2ME, BREW, iPhone, Palm OS, Windows Mobile and Android. Indeed the partners can now offer localisation with porting and testing services to 2,500 devices. Vishal Lamba, CEO of The Porting Lab, said: “By aligning with Partnertrans, we will now be able to offer seamless localised porting and testing needs to all our current and potential clients.”

Lamba: A world of localised porting opens

Brightshare gets trade media thumbs-up VIDEO/PICTURE AGGREGATION

PRESTIGIOUS media outlet Online Gambling Insider has lavished praise on Brightshare's affiliate programme. Such programmes have become widespread lately, but their quality can vary greatly. However, Ryan D, editor of Online Gambling Insider, believes Brightshare is up with the best. He said: “While some programmes have built up a really good reputation and work hard to differentiate themselves, others can be awful. When it comes to offering first

grade customer service, quality brands, exceptional creative and usable technology, Brightshare ticks the boxes.” “But the most important ingredient is always people, and in this department, the Brightshare team has few peers. If you are not promoting the Brightshare brands, you're making a big mistake.” BrightShare is the exclusive affiliate programme of the Jackpot Factory group. Its brands include All Slots Mobile and Wildjack Mobile.

Dialogue calls for PayForIt’s expansion UK BILLING specialist Dialogue has told an industry forum that the WAP payment platform PayForIt must evolve beyond the mobile content market. Since its inception in 2006, Payforit has seen two major developments as far as Dialogue's MD Guiom Peersman is concerned. These include Web Payforit and Single Click. He believes they can take the medium into new markets. He told the AIME audience: “We need to get away from Payforit being seen solely as a mobile content buying solution. The launch of web PayForIt is opening new markets, such as e-vouchers, CDs and books. This is widening its appeal and providing the consumer with another payment option while reaching buyers who don’t have bank accounts, credit or debit cards.”

As for the core mobile space, Peersman conceded that there is work to be done. He said: “We have a way to go in making Payforit a consistent and recognisable brand for consumers across all WAP sites.”

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

August 2009 39

MOBILE MARKETPLACE LOCALISATION

SOFTWARE DEVELOPER

Specialist Games Services Localisation • Global network of games specialised linguists • Translators to cover all genres of games • All languages covered • In game, scripts, paper parts and marketing translations

Quality Assurance • All platforms (Sony, Microsoft, Nintendo, PC and Mobile) • Localisation QA • Compliance checks for TRC, TCR and LOT approval • Functionality QA

Audio • Voice overs across all languages • Full casting service • Pre and post production including lip synching • Highly experienced voice directors and engineers

Universally Speaking Priory Chambers, Priory Lane, St Neots, Cambs, PE19 2BH, UK Tel: +44 (0)1480 210621 info@usspeaking.com www.usspeaking.com

GAME DEVELOPMENT STUDIO

GAMES DEVELOPER

BAFTA award winners DYNAMO GAMES are celebrating their FIFTH BIRTHDAY in style with their latest games excelling in the market: CRYSTAL MAZE Retro Classic - Best selling mobile game in June, Mobile Game FAQ's - 82% - Gold Award

CHAMPIONSHIP MANAGER MOBILE SERIES Winner of a prestigous BAFTA award. Five versions and counting. 98% - MobileGameFAQ's, 9/10 PocketGamer Gold Award

DYNAMO SPORTS Under a new branding of games from the company, Dynamo will be specializing in Sports Strategy games for Football, Baseball, American Football, Basketball, Ice Hockey, Golf, F1, NASCAR, Cricket & Tennis.

FOOTBALL TYCOON ® This is Dynamo's first game to be unveiled under the Dynamo Sports umbrella. It is due for release at the end of May 2009 and has already been nominated for an IGF Mobile award. www.football-tycoon.net

If you are looking for high-quality mobile game development by an experienced player, look no further:

J2ME development BREW iPhone development Handheld Console development for DS and PSP Google Android, Flash Lite & Blackberry

Check out our new company website: www.dynamogames.com and get in touch.

August 2009

www.mobile-ent.biz

MOBILE MARKETPLACE DEVELOPER

MARKETPLACE NEWS

Shinagawa: Home of Univerally Speaking in Japan

Speaking Japanese UNIVERSALLY SPEAKING, the UKbased provider of localisation and QA services, has opened a new office in Japan. The new satellite, Universally Speaking Tokyo (UST), is based in the Shinagawa district of Central Tokyo, where leading Japanese publishers are also located. The new fully secure Tokyo operation will be headed by a Tokyo born manager Toru Sasaki, who has been with the company since March 2008.

MOBILE BROADBAND

UST will mirror the range of full product localisation, QA, audio and DTP services provided by Universally Speaking in the UK, alongside local account management, and act as a base for sales and marketing activity in Japan. UST will take full advantages of its geography and time zone, and cover not only Japanese language, but also Korean and Chinese (both simplified and traditional), to fulfil the industryâ&#x20AC;&#x2122;s growing needs.

ICE one from InLogic GAMES developer InLogic is helping ICE Games to creates its first title. ICE is the parent company of Mobile Games Unlimited and Cheats Unlimited, which run portals dedicated to mobile gaming. It recently confirmed the global expansion of its WAP services, starting with the Irish market, as well as a move into games publishing. Initially designed in-house, with development duties then handed on to InLogic, the game will be available on Java and native platform, including iPhone.

Animentals as anything FLASH games developer Fluid Pixels is working on Animentals, which will emerge first for Nokia phones. The UK-based coder says the game, designed by Foof Productions of Sleeze Brothers fame, has the backing of Adobe and Nokia through their Open Screen Project and NStar Finance initiatives. The first incarnation will see

life on Nokia devices, with other platforms following closely behind. Fluid Pixel is one of the few developers embracing the new mobile market for Adobe Flash Lite and the Apple iPhone. It has positioned itself as a forerunner in the Flash marketplace and has built a client base from all over the world.

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

August 2009 41

MOBILE MARKETPLACE

CONTENT PROVIDER

PUBLISHING PLATFORM

MOBILE ANALYTICS

CONTENT PROVIDER

August 2009

www.mobile-ent.biz

MOBILE MARKETPLACE GAMES DISTRIBUTOR

MARKETPLACE NEWS

Bango unveils a new Enterprise UK BILLING specialist Bango is targeting big brands with a new platform, Bango Enterprise. It will target music, games, video and social networking providers, and says it has put together an entirely new team around the new service. Enterprise will offer global customer service, pro-active account management and early access to new technologies,

ADULT CONTENT

and service level guarantees. Anyone using Bango Enterprise will have direct access to the company's product roadmaps and beta programmes, in addition to a single point of technical integration for their billing and analytics needs. Clients can also integrate their own systems and existing third party solutions to Bango if they wish.

Wapple rolls out new Architect build MOBILE SITE developers will be able to adapt and optimise existing web content and applications for multiple handsets using Wapple’s recently launched Architect product. Wapple says applications created using Architect will automatically work on any phone and can be accessed via the same URL used for PC users. The

solution is built on Wapple's WAPL XML-based language and works in the same way as HTML/XHTML for web. It enables developers to handle device detection by integrating with Wapple's other web services – this identifies when a mobile browser is being used to access the URL in question and serves the appropriate mobile experience.

mobivention’s Gulf tour CONTENT specialist mobivention has just returned from a new business building excursion to the Middle East. The German firm had a stand at Arabcom, which attracted investors, operators and service providers from across the globe. mobivention exhibited its content products at the show. It reserved a special focus for its new Flash Litebased wallpapers and screensavers. By using Flash, it’s possible to create animations with higher frame rate and a smaller file size than normal GIF animations. mobivention’s other innovations include shaking wallpaper,

which uses the accelerator to make personalisation richer and easier. The firm is also promoting widgets, which it describes as little ‘helpers’ for delivering news, stock prices, maps and more through a rich user interface.

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

August 2009 43

DISCONTENT

(Dis)content

We take content extremely seriously in Mobile Entertainment. But not here...

City of MEM MEM 2009 provided its usual mix of entertainment and enlightenment. Some of the sessions were superb, others, well let’s just say that know-it-alls like ME staff didn’t hear anything new at them. Firmly in the former camp was the apps/widgets panel session hosted by the Mobile Industry Review’s voluble Scotsman Ewan Macleod. He managed to coax the experts out of their media-trained comfort zone so well he even got O2 Litmus’s James Parton to admit that he didn’t really know the difference between apps and widgets. It’s not just us then. Parton was on excellent form. At one point he jokingly described the networks’ attempts to sell content as like bus companies owning shops. Warming to his theme, he then described handset companies as being like shopping trolleys. He stopped there. Shame. We wanted to know what the in-store bakery was… The music session was also excellent, with Ralph Simon starting it off by producing a stream of (fake) dollar bills from his sleeve. (They could have been real given the millions he got for selling Zomba). Gotta love that man. The session itself was distinguished by Gracenote’s Jim Hollingsworth talking about the scenario of free music bundled with cars and controlled by voice. It’s coming – and it could be next year… Finally there was Hungama’s Neeraj Roy, introducing a session on new markets by telling us about cricket ringbacks in India. “People are sending texts to each other saying, ‘don’t pick up when I ring’ I just want to hear the score!” 44

August 2009

www.mobile-ent.biz

Send your pictures and gossip to tim.green@intentmedia.co.uk

it’s terminals! ME remembers the weird and the woeful... THIS MONTH’S PHONE:

NOKIA 7600

Gammon and trout You wouldn’t immediately associate Fox Mobile’s Amelia Gammon and trout. As far as we know Amelia’s lips are not collegen-enhanced, and she doesn’t have the look of a wizened old fly fisherman. But don’t go by appearances. Amelia is a farm girl who grew up with trout. And now, once a year, she returns to bucolic Somerset with friends for ‘troutfest’. Much merriment is had, and Amelia emasculates all the males present by expertly dispatching, gutting and cooking the fish.

Chart-topping skulduggery ME’s Tim Green recently wrote his Friday email column about the unreliability of ratings in the digital sphere. Who to believe? Well, in response, he got an interesting mail from a former games exec that said: “In the old days it was possible to influence the Vodafone Live games charts by buying a bunch of SIMs, loading them up with credit and getting a bunch of people to sit there for hours buying your game. Once the game made it into the top 10 it stayed there.” Mmmm, that could never happen in the brave new world of the app store could it?

Every family has its misfits. Sometimes they can be eccentric geniuses. Sometimes just weirdos. Nokia has a special place for its experiments: the 7000 series. From here sprang the 7600 in 2005. You might remember it as the UK’s first ever 3G Nokia device. Or you might recall it as ‘the thing that looked like a lemon’. Yep, it was a strange one. One reviewer memorably compared it with Uma Thurman. “You either think she the most gorgeous thing on two legs or an gangly ugly bird with big feet.”

Dougie by land and sea The idea of O2’s Antony Douglas dripping wet in a figure-hugging wetsuit is enough to make most of the women and many of its men go weak at the WAP deck. That bald head, those muscles, the sardonic quips – all emerging from one sculpted mass of masculine perfection. Well, here it is in print. Last month, Dougie did what all middle aged men in possession of a large mid-life crisis do and put himself through a triathlon. He’s only just stood up from his wheelchair. www.mobile-ent.biz

August 2009 45

Send your pictures and gossip to tim.green@intentmedia.co.uk

DISCONTENT

favourites Ralph Cochrane, CEO, Mofilm Which phone do you currently own? Apple iPhone What’s the best phone you’ve ever had? iPhone for the apps, but not the camera! What phone would you like next? Would like to try the N97 Current ringtone? Standard Apple. But I fancy Primal Scream “Can't go back”. Favourite mobile game? GLO Ball

You saucy intellectual

Anything you’d pay for on a mobile that you can’t get? A pub finder. Nobody has cracked that one.

Is there any more fascinating company in mobile content than Flirtomatic? Maybe it’s just that it’s a social network that makes money. Maybe it’s because Mark Curtis is a boss who doesn’t mind sharing numbers. Whatever, ME was amused to hear that Flirtomatic – the company that sponsored Miss Great Britain – is now monetising search key words within its network. Generously, it’s agreed to let ME’s Tim Green own ‘bald intellectual’ for a day. Beauty queen-magnet that’ll be. We’ll let you know how he gets on.

Content company do you most admire? You can't beat the BBC and iPlayer Worst idea you’ve seen in mobile? So many horrific 'touchscreen' devices with useless content.

Martin’s got bottle A strange thing happened at ME’s Mobile Music Now event last month. Bango’s Martin Harris started taking pictures of beer. Actually, it wasn’t that unusual. He’s been doing it for years, apparently. Martin told us that he began recording his whereabouts using ale-based photography many years ago, creating ‘beerwap’ and using Pereronity and Bango’s off-deck network to spread the hoppy love. He’s got hundreds of regular visitors. We wonder if Mobile Streams’ Simon Buckingham is one. He has a Coke bottle fetish. As we all know, Autism is a spectrum all men are on somewhere.

MOBILE ENTERTAINMENT

SUBSCRIPTIONS UK: £50 Europe: £75 Rest of World: £90 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

Stuart O’Brien

Tim Green

Lisa Foster

Tom Roberts

Stuart Dinsey

Please note that this is a controlled circulation title and subscription criteria will be strictly adhered to.

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

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

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

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

Editoral Production Manager: Helen French Helen.French@intentmedia.co.uk

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

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

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

www.mobile-ent.biz

Mobile Entertainment is published 12 times a year by Intent Media ~ Saxon House, 6A St. Andrew Street, Hertford, Herts SG14 1JA, England

Advertising Sales Executive: Tom Roberts Tom.Roberts@intentmedia.co.uk

Intent Media is a member of the Periodical Publishers Association.

Total average monthly net circulation per issue for January 1st 2007 to December 31st 2007 was 8,012.

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-to-desk print circ: 8,012 Monthly digital downloads: 2,236 Online uniques: 50,379 (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 Tom.Roberts@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 46

August 2009

www.mobile-ent.biz

TARGET ALL YOUR CUSTOMERS WHILE SLASHING DEVICE DETECTION COSTS Are you spending days and weeks making your solution work with new devices? Try DetectRight 30 days for free and find out why leading companies prefer an enterprise device detection tool. • DetectRight has 14,000 profiles for devices from all over the world - more than three times the closest competitor

• DetectRight updates hourly with new devices and new device information

• DetectRight handles mobile devices, Opera Mini, Novarra Transcoder Proxy and even non-mobile devices

• DetectRight offers multiple schemas, e.g. WURFL, DeviceAtlas, and fits into your existing device detection solution • For new devices, DetectRight does onthe-fly data harvesting and delivers a full profile within milliseconds

DetectRight has been around for five years. We know our stuff.

PLUG AND PLAY

UP TO THE MINUTE UPDATES

TRY NOW FOR FREE!

DetectRight can plug into your existing infrastructure and you will be using DetectRight in minutes.

When new devices hit the market or devices are updated with new software DetectRight automatically updates your profiles.

For a limited time only we offer a 30 days trial of DetectRight.

We see on average 140 new datapoints every day.

or call us at +442084642295 and try out your own enterprise class device detection

DetectRight delivers profiles in WURFL, W3C (DeviceAtlas compatibile), J2MEPolish, UAProfile and Forum Nokia formats. DetectRight API is available in php, .net and java.