Mobile Entertainment issue49, March 2009 by Intent Media (now Newbay Media Europe)

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FOR EVERYONE IN MOBILE CONTENT

MARCH 2009 ISSUE 49

www.mobile-ent.biz

MOBILE ENTERTAINMENT

are helping s e d o rc a b en How mobile arrier betwe b e th n w o d to tear ital content ig d d n a d rl l wo the physica

BARC

E L I B O M O G ODES

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ISSUE 49 March 09

Not much fun

News 3-6 Features 8 Weird wide mobile web The most bizarre services on the planet.

11 All the things QR Can barcodes link physical locations with mobile content?

14 Let it Beeb We put questions to the BBC’s new head of mobile.

16 Nuts about Brazil The fast-growing, content-loving country in focus.

18 Back to front We assess the return of Toshiba, Palm and others to the handset space.

11 21 Touching distance GfK research reveals the effect of form factor on content downloads.

24 Commercial message How Turkcell sold ads via the medium of the ringback.

Reference Section 26 Appointments 29 Games Spotlight 30 Product Focus 32 Charts

35 Network Subs 37 Marketplace 45 Discontent

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: 37,518 (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 535 647

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LAST month I was listening to the News Quiz on BBC Radio 4. It’s very funny, if you have a taste for lefty, middle class comedians. So you can imagine how surprised I was when the host, Sandy Toksvig, started talking about the fun she was having on her Wii. You expect Radio 4 panellists to sneer at video games, not eulogise about them. But that’s the wonder of Wii isn’t it? By sheer power of gameplay and that ‘everyone join in’ UI, it’s even charmed fiftysomething satirists. I say this with wistfulness. After all, this inclusiveness was supposed to be the destiny of mobile gaming – the sector with 100 per cent penetration, a ready made payment system and universal Off the record, mobile games execs connectivity. But no. will tell you the Instead, we sector’s problems wonder what are systemic. to make of a space that still can’t get more than four per cent of users to download. Make for the exit, in the case of Vivendi and the now significantly downsized THQ Wireless. Their abandonment and restructuring, respectively, leaves mobile gaming as a virtual duopoly comprising Gameloft and EA, with Glu kind of hanging on in third. Very depressing. Off the record, games execs will tell you the sector’s problems are systemic: a 400 million euro market in the hands of a dozen or so operator product managers – some of whom (let’s be honest) don’t really care that much about gaming. Too many barriers to going live, crappy portals. Must I say more? It’s boring to bang on about the Apple App store. But, for all its faults, it’s a product manager-free route to market for anyone with a good idea. The BlackBerry app store, Android Market, N-Gage… bring them all on, I say. As fast as possible. And let’s see what happens with those operator widget storefronts too. Operators get a lot of stick, not all of it deserved. But surely anyone can see that, in games, the whole stinking carrier-oriented system needs to be torn down and re-built somewhere else. Tim.Green@intentmedia.co.uk

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NEWS

July date for Mobile Music Now High summer slot and a return to the BAFTA centre for the popular conference event GET your diaries out – Mobile Music Now will take place on Thursday July 9th at BAFTA in London. The unique conference, recently acquired by ME owner Intent Media from Prestige Media, will be a highlight of the summer for every exec involved in the music space. Over 150 senior professionals from the sector are projected to attend, with delegates drawn from operators, handset manufacturers, record labels, service providers and more. Mobile Music Now is a new kind of conference for a maturing market sector. It’s been conceived to deliver a succinct amount of market intelligence with an unprecedented opportunity for business networking at an affordable price. The key benefits are: Convenience The action starts at 4.30pm and continues till late to give every delegate the

opportunity to complete a day’s work before arrival. Insight Two keynotes and a snappy panel session will deliver genuine market intelligence – but not a whole day of it. Networking All delegates are given the chance to book a speed networking session with

of event for the busy music exec who wants to cement existing business alliances and build new ones. I’m delighted to confirm its return this summer, and feel very confident that the entertaining format and recession-busting price tag will guarantee a sell-out event.” Look out for more details, including speaker line-up, in ME magazine and at www.mobile-ent.biz over the coming weeks. For general information, please contact Tim.Green@intentmedia.co. uk, for sponsorship email Tom.Roberts@intentmedia. co.uk and for delegate

panelists and industry ‘VIPs’. Then there’s a three course dinner and drinks. Affordability Delegate places cost only £199 + VAT if ordered

before May 1st. That’s a tenth of the cost of some industry conferences. Stuart Dinsey, MD of Intent Media, said: “Mobile Music Now is the right kind

bookings contact Rob.Baker@intentmedia.co. uk. All three can also be reached by calling 00 44 1992 535646. www.mobile-ent.biz

Mobile metrics for sale: Summer 2009 THE GSMA will launch its ‘media packs for mobile’ service in the second half of this year. It has greenlighted the project for a UK roll-out following the completion of the 'media metrics’ feasibility study launched at Mobile World Congress in 2008. That project was conducted with the five UK operators – Telefónica O2, Vodafone, Orange, T-Mobile and 3 – plus data gathering specialists such as ComScore/M:Metrics. It aimed to create a base of ‘anonymised, aggregated and audited’ data, and then make it available to agencies and brands so that they can target mobile users by geography, age, gender, time of day and so on. The idea is to make mobile a legitimate option alongside TV, radio and posters when agencies buy media.

March 2009

The project has massive potential. Although the GSMA is playing down the $250 billion market figure mentioned last year, the initiative clearly represents a tremendous financial opportunity for an industry looking to counter falling voice ARPUs. But what about the global recession? The GSMA believes this actually makes it the perfect time for action. Henry Stevens, director of media and entertainment at the GSMA (pictured), told ME: “It’s more important than ever to get it going now. Advertising goes in cycles: this is our chance to get mobile metrics in place for the next upturn.” He also hopes that the project will spread quickly into other geographies. “Every region has its own way of doing things, but it's

Stevens: Smiling because he’s got a launch date

going to be so much quicker to roll out when you have a live launch to study and replicate,” he added. The GSMA will now establish three further working groups, one each for advertisers, media/advertising agencies, and publishers. These working groups will confirm the measurement and reporting needs of each, and establish ‘common currency’ for mobile. The Mobile Entertainment Forum has launched a ‘Smart Pipe Enablers Initiative’ to define shared APIs for mobile services. The initiative, led by the BBC, mBlox and Vodafone, will devise a workable model for ‘enabling’ services such as age-verification, location, identity authentication, quality of service and so on. www.gsma.org

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App stores everywhere The content portal is so last year: only app stores will do in 2009 NO doubt about the theme of Mobile World Congress 2009: app stores. Every year the giant trade show has a fresh obsession. We all remember past fixations on mobile TV, advertising and social networking. Last month, the trade turned its attention to app stores. Inspired by the success of Apple (a predictable absentee in Barcelona), there were a rash of announcements: Nokia unveiled the Ovi app store, targeting 50 million users when it launches in May. The process begins this month with the roll out of publish.ovi.com – a platform through which publishers can upload content to the store. Products can be billed by credit card or operator billing, with a 70 per cent rev share (after the operator cut). Amdocs unveiled the Amdocs App Store to provide operators with an app store ‘out of the box’. It describes the platform as a collection of 'digital commerce, personalisation capabilities and development tools’. Comverse also tried to ease operator

entry into the apps space, with its Application Store service. It’s part of the Comverse HUB of value-added services that spans voice, messaging, mobile internet and advertising. Microsoft unveiled Windows Marketplace for Mobile, a content store to be embedded on all Windows Mobile 6.5 OS handsets. The Orange Application Shop was extended to support more operating systems in 2009. It first launched in November 2008 in the UK and France, and is being rolled out across Orange opcos in 2009. Samsung launched its Mobile Applications store in the UK. It’s a channel for members of Samsung’s Mobile Innovator developer community and will offer 1,100 apps for Symbian Series 60 and Windows Mobile handsets. www.ovi.com

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Materna is set to launch a system that lets two mobile users play a game on a giant Jumbotron. The German company is speaking to football clubs across Europe and hopes to have the solution in place for the start of next season in August. Gamers make a voice call to initiate the game and control the action using the numeric keypad.

BuzzCity’s open API Mobile social network BuzzCity is giving third party developers the chance to integrate their apps with the MyGamma community via the myGamma Developer Platform. myGamma now has 3.2 million members and provides users with various resident apps including chatting, blogging and photosharing tools.

Mobile World Congress drew in 47,000 visitors, 15 per cent down on the 55,000 that attended in 2008. The GSMA said people from 189 countries visited, and that there were 1,300 exhibitors.

Device Anywhere has clinched three new customers for its testing service – Telefonica, Zed and Motorola. The US firm is to power remote services for Telefonica and Moto that will reduce the resources required to develop, test and deploy apps. Zed will work with DeviceAnywhere to give coders remote access to more than 2,000 devices.

Out There hits100m

Clavelski for best documentary, Star Chicks by Jay Lee for best horror/scifi, Enough by Tor Kristoffersen for best drama and Pushkin by Trevor Hardy for best animation. www.funlittlemovies.com

Vodafone plus Android = Magic THE Android OS has received a boost, with Vodafone set to launch the Android-powered HTC Magic exclusively in the UK, Spain, Germany and France. It’s the first fruit of Vodafone’s membership of the Google-led Open Handset Alliance and will roll out in the spring. The device sports a 3.2”

touchscreen display, trackball and navigational buttons, Gmail, Google Talk Google Maps and YouTube. After all the speculation, this is the second major Android launch after TMobile began selling the G1 late last year. For Vodafone, it’s another attempt to hit back at O2 and Apple, whose iPhone is grabbing so much attention and so many high-end users. Voda launched a similar exclusive, the touchscreen Blackberry Storm, in November 2008. www.vodafone.com

MWC down 15 per cent

Three cheers for Device Anywhere

Fun Little prizes THERE were tears, expletives and fabulous frocks when Frank Chindamo (pictured) bagged two Mofilm statuettes at MWC last month. Fun Little Movies' CEO accepted the best comedy prize for Turbo Dates: English as a Second Language (written by Jocelyn Stamat). The mini-movie also won the overall grand prix at the awards event run by Mofilm to promote the cause of short mobile movie making. The other winners were The Science of Attraction by

Games on a 40ft screen

Ad specialist Out There Media claims its Mobucks platform now reaches over 100 million subscribers across Europe. The firm has pursued a policy of locking up operator inventory in less mature economies, especially in Eastern Europe. It has 15 operator agreements in 14 European countries.

It’s a kind of magic, a Voda kind of magic

Do you take this phone? Idou SONY Ericsson has described its new Idou phone as ‘the pinnacle of what we’ve been working towards since 2001’. The handset is the flagship for the new Entertainment Unlimited proposition that broadly unites Walkman music, Cyber-shot imaging and Java gaming with messaging integrated with services and applications. It comprises a 12.1 megapixel camera, touch features and Xenon flash. Internally, Idou is based on Symbian OS and links to thousands of applications via Sony Ericsson’s PlayNow content store. Dick Komiyama, president of Sony Ericsson, said: “Entertainment Unlimited is at the core of Sony Ericsson's philosophy,

Komiyama can see the future clearly in those glasses

building on the strength of our great entertainment assets such as Walkman and Cyber-shot phones and our unique service and applications integration.” The Idou will be available in H2 2009. www.sonyericsson.com/idou

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NEWS

Richer content, fewer clicks MoMac harnesses Ajax technology to transform the user experience of mobile sites THE ‘carousels’ and ‘accordians’ that typify page layout on the most advanced websites are coming to the mobile internet. In an effort to re-think the usability of the mobile web, MoMac has upgraded its GoMac content management platform to reduce the number of clicks needed to get to a user’s favourite content, whether it’s news, downloads or weather. This is acheived by integrating the Ajax technology that has enabled some of the most popular sites on the desktop internet to be customised by their users. Sham Careem, UK MD of MoMac, told ME: “User

experience and discoverability have always been key to the success of the mobile web – and they’ve usually been lacking. We set out to reduce the number of clicks to content, using Ajax to create thumbnails you can sideways scroll across, short menus that cascade downwards into longer ones, and so on. It’s such an important innovation, because there’s a direct link between available real estate and revenue.” The upgrade has been made possible by the integration of Ajax into Series 60 and other high-end devices. MoMac says six of the top ten devices support

it, and that this comprises 80 per cent of the most active mobile internet users. Careem adds that, while many suppliers would be able to build such sites for single handsets, MoMac’s offering is ‘write once, run many’.

The new site features appear to have convinced a lot of the big operators: 3 UK and Vodafone are already rolling the technology out, while KPN in the Netherlands and O2 will do shortly. MoMac is also

CAREEM – The mobile web user experience has been lacking

demonstrating the innovations to its growing list of direct-to-consumer customers such as MTV, Bauer, Sony and IPC. www.momac.net

Whatever you Now for some good news Mobile demand to stay strong despite recession really font SMARTPHONE users’ desire for personalisation is even stretching to their menu and text fonts, says typeface specialist Monotype Imaging. The company’s FlipFont solution has been available to Vodafone live! users across Europe since October. It enables owners of selected Nseries devices to download a choice of ten typefaces to replace the factory-installed, default font for £1.99 each. Additional fonts will be available soon. Julie Strawson, director of marketing at Monotype, said: “We already work with OEMs, but it seemed an obvious step to try making fonts available direct to users. So far the reaction has been very positive. It’s clearly another area of selfexpression that some consumers are keen to embrace.” Apparently, ‘Musclehead’ is very popular with users at the moment. Is it possible for a font to be scary? Sounds like it.

DON’T worry, be happy – the global meltdown won’t affect the mobile content business. In fact, demand is going to get stronger. A Nielsen survey of over 50,000 consumers for Tellabs says half of the approximately 200 million mobile data users in Europe and the US expect to increase use in the next two years. It found 58 per cent of US consumers and 55 per cent of European users fall into this category. Among non-users, 27 per cent and 28 per cent, respectively, plan to start consuming VAS. The services covered include mobile internet browsing,

e-mail, apps, photo uploading and picture messaging. However, Tellabs did warn than this promise will not be fulfilled unless operators invest in their networks to make bandwidth, speed and affordable tariffs available to users. “Mobile data services are not a luxury, but a necessity that consumers

plan to purchase despite economic conditions,” said Pat Dolan, VP of EMEA at Tellabs. “By planning urgent and strategic network upgrades, operators can quickly and cost-efficiently address users’ issues and meet increasing demands on networks.”

www.tellabs

Top five services that non-users intend to take up (%) Mobile Internet MMS Uploading photos App download E-mail

US 49 38 34 30 28

Europe 34 39 27 30 32

Source: Tellabs

www.monotypeimaging.co.uk

March 2009

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WEIRD CONTENT

World wide weird A handset with arms and legs? A ringtone that screams at teenagers? Tim Green rounded up some of the oddest mobile applications for the 2009 Netsize Guide… n 1998 the Finnish mobile engineer Vesa-Matti ‘Vesku’ Paananen woke up and heard his phone ring with the same tone he’d heard a thousand times before. By the end of the day, he’d created the customisable ringtone, and a mobile content revolution was begun. Ever since, innovators have sought to develop strange and (sometimes) wonderful apps. Here are some of the most outlandish…

Mosquito tone When UK company Melodi realised that teenagers’ ears are different from those of adults, it created a screaming ‘mosquito’ tone only youngsters could hear. What a shame adults still have to hear Emo music.

Bowlingual Wouldn’t it be amazing to get a call from your dog? Well, the Japanese app Bow-lingual would record Rover’s desperate yapping and translate it using phrases such as ‘Someone I know and really like is coming up the walk!’ Or ‘Stop trying to humanise me, it’s humiliating.’ Background tones The background tone keeps playing while you’re trying to carry on a conversation. Now, that doesn’t sound at all annoying does it? They were popular in India, with devotional chants a particular favourite. Japanese Robot Phones The 815T PB handset was developed by Toshiba to promote a TV drama called Keitai Sousakan 7. Owners could attach flexible robot limbs to it,

March 2009

Lynx – Get In There This app for the Lynx male grooming brand used sound effects to turn the handset into a ‘pulling tool’, letting the horny young man play the harmonica, scan for body piercings, honk a hooter and loads more. and it even talked back to the user. Probably saying things like “Don’t pull my leg off. Ow, that hurts.” Condom ringtone What’s the best way to educate the developing world about family planning? A joined-up strategy of education, practical advice and subsidised contraception. Or a tone that shrieks ‘condom, condom’ when the phone rings? BBC World Service Trust did the latter last year in India. Mills & Boon mobile books The strong masculine arms of mobile embraced the waif-like romantic book publisher Mills & Boon last year, lifted it on to its muscular steed and transferred its titles into a phone-friendly format.

Bubble Wrap Take the insanely satisfying sensation of making plastic mini-explosions and combine it with Tetris-style gameplay, and you have this madly addictive iPhone app. Fart-o-matic The UK may be the country of Shakespeare and Dickens. But it’s also the home of Fart-0-Matic, the

app that gives phones the power to parp on demand. Options include the Trouser Trumpet and Swamp Thing. Japanese m-books One of the best selling books of recent years in Japan was Moshimo Kimiga. It’s a ‘keitai shosetsu’ – an mbook conceived on, and occasionally read on, a mobile. What the flock? The mobile has replaced the alarm clock. Can it sideline the humble shepherd? In Iceland sheep have been fitted with GPS-enabled transmitters that send SMS messages with their locations. Christmas cards will never be the same. Love Detector In South Korea, KTF launched the Love Detector service to analyse voice patterns and see if your lover is speaking honestly. Who would you trust? Your wife of 23 years or your LG Viewty?

Get your own guide This feature first appeared in the Netsize Guide, which comprises interviews with senior industry execs plus market data on all major countries. It can be downloaded for free as a PDF from www.netsize.com. ME readers can buy the hard copy for a discount price of 45 euros (RRP is 75 euros) by filling out the form at www.netsize.com/me.

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BARCODES

Scan you believe it n mobile, there’s a lot to be said for benign dictatorship. Take the Japanese market. The actions of all-powerful NTT DoCoMo, with its ‘do as I say’ approach to handset specifications, might never work in liberal-minded Europe, but it certainly makes the barcodes run on time, as it were. At the beginning of 2004, seven per cent of Japanese mobile subscribers used 2D barcodes. By Q3 2006 this figure increased to 60 per cent, and today it’s over 70 per cent. The practice of scanning mobile barcodes in public places is now so commonplace that codes have even been placed on tombstones to that grieving visitors can access pics and info on the deceased (see box). This enviable state of affairs has been made possible by operator compulsion. Simply, the

www.mobile-ent.biz

carriers make sure that virtually all handsets embed the same reader application so that every printed code can be successfully scanned for painless routing to the destination. The rest of the world can only look on in envy. There’s no doubt that, for content providers and marketers, the mobile barcode (also referred to as the Quick Response or QR code), presents a wonderful opportunity – a seamless link between the physical world and the digital domain. Scanning a code printed on a magazine, poster or, er, tombstone to link to content, discounts or info is so much quicker and more foolproof than texting a shortcode or typing in a URL. But when was the last time you Western readers did it? Well, some have. Thanks to the energy of barcode specialists like

Mobile barcode technology has been around for some time, but is it now at a tipping point in the West? Tim Green investigates... Neomedia, plenty of brands have rolled out trials. Last year, for example, pizza maker Papa John’s sent a mailer to selected consumers that asked them to text a shortcode to download the Neomedia reader app. Once installed, they could scan a barcode printed in the mailer to access delicious promotions. Meanwhile, in December 2007 UK newspaper The Sun launched a barcode promotion (left) with Inigma, using several pages to explain how readers could download the application that would enable them to scan for videos of Premier League goals, film trailers, music and images of ‘Page 3’ girls. It reported 11,000 participants within a month. Is that good? Yes, considering the hoops users had to jump through. No, when compared with the numbers of consumers that text shortcodes to take part in promotions every day. The heart of the problem comes down to fragmentation, that scourge March 2009 11

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BARCODES

Neomedia’s Iain McCready (left) and OgilvyOne’s Scott Seaborn see a bright future for mobile barcodes as a search and marketing channel

of the mobile market in so many verticals. There’s a tussle going on between companies like Neomedia that favour an open approach with universal codes that can be read by one agreed reader application, and companies like Scanbuy who believe the only way to get the market moving is to propagate a proprietary system. The latter has partnered with Billboard and Wired, and has deals with Sprint and Telefonica. It’s easy to see why two large operators might wish to team up with Scanbuy. The alternative is waiting for the industry to agree common standards. This process is underway, headed by the GSM Association and the Open Mobile Alliance. They launched the MC2 cross-industry

as-scanner. He says: “If you look at the barriers in the way of barcodes, you have to conclude that shortcodes or even typing in a URL are simply much better. And it will stay this way for three years at least. For me, any barcode promotions being done now are merely by brands that are interested in experimentation.” Scott Seaborn, head of mobile at OgilvyOne, is well placed to judge on the attitude of brands towards QR codes. “Every one of them is aware of the technology. They know what’s happening in Japan, and are keen to see how and when they can expect to use QR codes here,” he says. Seaborn believes the curiosity of mobile savvy users and the determination of operators and handset manufacturers

There’s a tussle going on between open standards and proprietary solutions. group to push for shared standards. But that was in December 2007, so progress has been slow. Iain McCready, CEO of NeoMedia, is hopeful: “The trade bodies are working hard on technical specifications, and what they’re doing is really helpful. I’m confident we will see a universal standard in place soon, and then suppliers like us can compete on the quality of our readers, financial model and reporting rather than on who’s got the best technology.” Others are less optimistic. App developer Masabi has accelerated fast into barcodes for ticketing, but in reverse: it sends pictures of codes to phones, which can then be read by a regular retail scanning device. Masabi’s Ben Whitaker is unconvinced by the idea of phone12

March 2009

to force the technology through will bring QR into the mainstream sooner than we think. Seaborn has plenty of previous in the area (sort of), having managed a campaign with Universal and Magnet Harlequin that enabled mobile users to take a picture of a Mr Bean poster and then MMS it to a shortcode to access content. Although this channel is not instant and free (there’s a messaging cost), it is universal. Seaborn believes that this kind of ‘visual search’ could set in motion one of the biggest transformations mobile has ever seen. He explains: “I think we’ll see the development of a visual search mechanism that’s like Google on crack. It will turn any object in the real world into a banner, and any phone into a mouse.”

The barcode FAQ How many Western subscribers can use mobile barcodes? In theory, nearly all. But only if they download a reader app to their device. Just a handful of phones (mostly Nokia Series 60) ship with the app embedded. Which companies are active in the market? Loads, including Neomedia, Inigma, Snaptel, Scanbuy, Mobiletag, Mobiqa. Companies like Wapple in the UK have started offering codes as part of their mobile site offerings. What’s in it for these companies? They can charge for the creation and distribution of codes, then offer management fees around reporting and CRM. What kinds of codes exist? Mobile doesn’t really bother with the striped ‘1D’ barcode seen on packaging (and on our front cover – creative licence there). Square 2D barcodes carry much more information. Until The GSMA’s MC2 consortium makes a recommendation, there are

multiple 2D options all based on open standards. The main three are: 2D QR codes, data matrix and ShotCode. What progress is being made towards industry-wide standards? The GSMA launched a consortium in December 2007 to bash heads together. The UK supply chain body GS1 is also working on a similar initiative. In September the CTIA ruffled feathers by declaring support for the open Data Matrix code standard and ScanBuy’s proprietary EZ Code technology. What’s the difference between ‘direct’ and ‘indirect’ codes? A direct code routes a user straight to a site/destination, whereas an indirect code takes the user to a third party server to be ‘resolved’. The latter is more complex, but it prevents rogue companies launching bogus codes and ‘phishing’. How widespread are mobile barcode campaigns? A recent Pepsi campaign put codes on 400m cans in the UK.

“I see dead people… on my phone” Barcodes are so ubiquitous in Japan that even the dead are using them. Ishinokoe, a Japanese tombstone maker, has created codes that link to photos and other information about the late resident inside. They’re displayed behind lockable stone doors so only relatives can scan them. www.mobile-ent.biz

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09.07.09

Thursday July 9th, BAFTA,195 Piccadilly, London

The essential conference for mobile music professionals returns this summer Limited sponsorship and delegate places available Delegate price: ÂŁ199 + VAT early bird rate (before May 1st). ÂŁ259 plus VAT thereafter. For more information contact Tim.Green@intentmedia.co.uk

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BBC Q&A

The man

from auntie Recent Nielsen research said the BBC is the UK’s top mobile destination. Tim Green quizzed Richard Titus, the Beeb’s controller of future media, audio, music and mobile… There’s been some internal reorganisation at the BBC and a lot of noise around iPlayer. What’s happening? Well, it’s been the ‘year of mobile’ for five years, but there’s no doubt that we have finally hit some kind of inflection point now. Fixed rate data has made a massive difference. And you can’t underestimate the effect of the iPhone. In fact, three per cent of all iPlayer traffic is now coming from iPhone or iPod Touch. That’s pretty impressive. But what Apple has also done is advertised the mobile web, and that’s increased awareness among even non-Apple users. We have 3.4 million UK visitors to the mobile site.

True. The BBC is not like other organisations. It’s a public service, so our remit is to maximise licence fee value and make our programming available to the public in as many channels as possible. The idea is always that we take our content to people in the media they’re using, not that we pull them to us. We’re also aware that BBC is not engaging enough with the younger audience, and mobile can help change this. I’ve seen research that says 20 per cent of the mobile audience doesn’t engage with the BBC in any other way, so it’s a vital channel.

The iPlayer is clearly at the heart of the BBC’s mobile activities now. Can you sum up its progress? On mobile it’s an extension of the web service that lets audiences view 400 hours of BBC TV and radio up to seven days after transmission. It’s available over Wi-Fi and across 3G – via 3 and Vodafone in the UK so far. Owners of compatible handsets can download it as a widget or via a dedicated mobile portal.

Where does radio fit into this? It’s a good point. Radio is often overlooked even though there are five radio shows for every TV show on iPlayer. I think it will drive demand, especially in the daytime. It already is. At present, the BBC has the most radio podcasts on iTunes, for example. But radio is not easy enough on mobile. You should be able to download on the move, or tag a show you’re listening to, or set up the phone to subscribe to a podcast. This is all too difficult for most users at the moment. That’s my challenge.

What is the BBC trying to achieve in mobile? Obviously not profit…

There’s been some disquiet from ISPs about the amount of traffic

generated by iPlayer on the web. Are you expecting a backlash from mobile operators? Clearly, the BBC wants to be a good digital citizen. It’s a complex issue. Who consumes most bandwidth? How does the BBC compare with corporates, for example? Also, you can argue that services like iPlayer drive handset replacements and data tariffs to the benefit of the wider industry. I think in the future the issue will be tamed because we’ll all be smarter about how we manage cellular networks, Wi-Fi, wiMax and even broadcast. Ultimately, the user doesn’t care.

with flashing lights. The vision is to have a BBC icon on every phone. Do you envision resistance to this? After all handset vendors are developing their own rich media content offerings. We see operators and handset companies as aggregators. They have to be. Consumers will gravitate to the devices and networks that give them the best value. You wouldn’t buy a TV set in the UK that didn’t let you watch BBC.

You’re right. Users don’t care about technology. But how can they avoid it when there are still barriers to access? These barriers are falling, thank God. I think widgets, for example, present a fantastic opportunity. It seems to me that they are realizing the old Java dream of ‘write once, run anywhere.’ Widgets help us deliver content across multiple handsets without building a load of new boxes The BBC’s Richard Titus and his mobile iPlayer

March 2009

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BRAZIL FOCUS

Going nuts The country that puts the ‘B’ into BRIC added ten million new mobile subscribers in the last quarter of 2008. No wonder it’s attracting so much attention from the content market, as Tim Green discovered… razil is truly a land of cliché. Think of Brazil and it’s impossible to avoid mental images of football, samba, street parades and – frankly – attractive women. I can’t tell you how hard it was to resist illustrating this feature with a picture of a young female in a too-tight Brazilian football jersey. But perhaps it’s time to attach another stereotype to the Brazilian national – the mobile content fanatic. Brazil is, of course, the ‘B’ in the BRIC group, that quartet of nations with the largest and most upwardly mobile economies in the world. Having achieved a degree of political stability in recent years, the Brazilian economy is finally doing justice to the vast potential of a country, that is the world’s fifth largest by area and is home to 195 million people. This is reflected in its mobile industry. There are currently 144 million subscribers in Brazil, shared almost equally across four highly competitive operators. And never mind the downturn, it’s growing faster than ever. The Brazilian regulator, Anatel, stated that 4Q 2008 was the country’s best quarter ever, with 9.85 million new connections taking the national total past 150 million. The four big operators Vivo, TIM, Claro and Oi, together hold about 91 per cent of the market between them. But it wasn’t always so. Until quite recently, the market consisted

of many small regional carriers. When consolidation came, it transformed the sector. Anne Williams, CEO of Brazil’s biggest VAS provider Okto (pictured), says: “The market really switched around 18 months ago when there was sudden consolidation among the operators. Mobile stopped being so fragmented and it just became easier to build services that could reach the vast majority of subscribers.” Okto was well-positioned to benefit, having entered the market in

When operator consolidation came, it drastically transformed the industry. 2003 to provide cross-operator SMS connectivity and services. By 2007, the market started to fly and Okto’s turnover doubled, as content companies surged into Brazil to exploit the new access to contentmad consumers. Today, pretty much all the usual suspects are present in Brazil, with Southern European companies such as Dada, Buongiorno, Zed and Flycell all locally active. This has made the market a strong one for the off-portal space. According to Okto numbers, D2C is

Brazil snapshot GENERAL MOBILE MARKET INFORMATION Population 195m Mobile subscribers 150m Penetration 79% 3G subs 1.37m (0.7m EV-DO,0.67m UMTS) Monthly ARPU 12 euros DATA REVENUES Sector Mobile internet Music Games TV Video Monthly content ARPU Operator Vivo TIM Brasil Claro Oi Brasil Telecom Nextel Source: Informa, Netsize Guide, Okto

Revenue (million of euros) 496.5 175.6 36.18 3.56 17.54 0.55 Subs (millions) 43 35.84 35.37 22.36 5.4 1.65

GET YOUR MESSAGE OUT THERE

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BRAZIL FOCUS

worth R$300 million of a R$500 million market. One D2C company enjoying particular success is Portugal’s TIM w.e, which operates in Brazil under the Natta D2C brand. As a Portuguese operation, it shares close linguistic and cultural links with Brazil. Diogo Salvi, CEO of TIM w.e (pictured), says Brazil’s unique and highly localised entertainment tastes have helped content providers. “Brazilians are passionate about local music, which means the market is controlled by independent labels. They are happier to negotiate with us, and be more flexible about terms, than the major international labels might be,” he says. Similarly, when the US firm PlayPhone (whose CEO Ron Czerny is Brazilian) entered the market in 2007 it did so by announcing content deals with local artists such as Cachorro Grande, Ivete Sangalo, Pitty and others, and by ranging its ringtones in categories like ‘Brega, ‘Forró and ‘Sertanejo’. The prevalence of music is overwhelming in Brazil. According to figures from the Netsize Guide, it contributes E175 million to a content market worth around E230 million. This has utterly overshadowed the other content areas, although it’s notable that TIM and Vivo have each launched live mobile TV, and this remains an interesting area for a market with a passion for those flamboyant soaps. Elsewhere, the main growth area is mobile marketing, with local brands quickly adopting the medium as a valuable channel to reach a growing population that has access to mobile but not always to TV and web. Okto is a highly active enabler here, as are other local aggregators such as Takenet and Supportcomm. Meanwhile, content companies are

G Print Edition

establishing mobile marketing agencies in Brazil, with TIM w.e. taking its MKTM business into the region and Dada launching Dada Ad, and then winning a contract with the operator Oi. There’s so much optimism about Brazil that it’s a

refreshing counter to the gloom overwhelming so much of the rest of the world. Diogo Salvi is extremely bullish about the future for mobile content here, as much for macroeconomic reasons as anything mobile-specific. He says: “If you go to Sao Paolo, you don’t get that feeling of economic gloom at all. Most of the population don’t have mortgages or debt, so there aren’t the indicators that would make people feel worried about the future as they do in Europe.” Hurrah para Brasil!

Happiness via Coke An example of how mobile has become an essential strand of FMCG marketing in Brazil came when drinks giant Coca Cola launched its Happiness Factory campaign in the country last year. Happiness Factory was a global promotion based on a three minute movie, which was adapted locally by the McCann Erickson and Gringo agencies. There was even a shorter version of the movie available via Bluetooth in public areas. The campaign invited visitors to view the film and then play one of four especially created games. Crucially, they could then redeem points accumulated in the games to claim ringtones, wallpapers and themes created exclusively by mobile specialist Okto. The campaign even had a user-gen element in which participants could take their pictures along with the cast of the movie, and receive it as a gift via SMS. Around 70 per cent of those who had their picture taken proceeded to order the pic to their mobiles.

G Digital Edition

Christ The Redeemer casts its shadow over Brazil; mobile’s catching up.

G Mobile Edition G Online Leader

Contact Tom.Roberts@intentmedia.co.uk for more details on the exciting opportunities ME can offer.

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NEW HANDSETS

Smart work Long forgotten vendors and unlikely electronics companies are planning fresh assaults on the European smartphone market. Tim Green ponders the reasons behind the trend... t the launch of Vodafone’s 3G network back in December 2004, the former CEO of the company Arun Sarin proudly unveiled a small range of high-spec handsets up to the task of handling all that rich media scrumptuousness. Of them all, it was pretty clear that the Sharp 902 was the big daddy. It had a screen that swiveled as if it were a camcorder – and it was about the same size as one too. Oh, and it came in cream. At the time Sharp was quite a force in the European handset space. It was inextricably linked to Vodafone, and as a result its handsets were heavily promoted by Voda instore and on TV. UK readers will remember the TV slots featuring David Beckham and Gary Neville that pushed the camera/MMS capabilities of Sharp’s hugely successful GX range. Alongside Sharp were other far Eastern vendors such as NEC and Panasonic, while Sanyo and Toshiba – though less established – also launched the occasional device. But then, one by one, they all exited Europe to leave the region in the hands of a familiar quintet: Nokia, Sony Ericsson, Motorola, LG and Samsung. The five seemed immovable, but now once again the market is in flux and the other Asia Pac manufacturers are targeting Western markets. In the last few weeks, Toshiba has unveiled its extraordinary new TG01 device, while Hyundai, Garmin and Acer have also announced plans for a fresh assault on Europe. Meanwhile, rumours persist that Chinese vendors such as Lenovo will try their luck too. And, don’t forget that other non-Asian companies are back in the action. Palm has announced the Pre, and there’s rising speculation that Dell is readying a mobile device as well. Finally, there’s INQ, an entirely new vendor set up

March 2009

Toshiba’s Med Jeeworth (left) and Qualcomm’s Roberto Di Pietro (right)

The ‘Top Five’ handset manufacturer rankings once seemed immovable, but once again the market is in flux. to ride the mobile social media wave. So what’s turning the cycle again? It’s possible to sum it up in one word. A horrible word. A meaningless word. Smartphones. From a consumer point of view, the pull of the high-end handset with connectivity, GPS, video and so on is getting stronger. No wonder Juniper Research recently projected annual sales of smartphones will hit 300 million units in 2013, 95 per cent up on 2008. But simultaneous to this rise in consumer demand has been a falling barrier to entry for manufacturers. It’s now relatively straightforward for a vendor to shop for a third party OS such as Windows, Symbian or Android (the latter already open source, with Symbian soon to be too), and use extremely powerful multitasking processors from a bunch of eager suppliers.

This is exactly what Toshiba did, for example, with its TG01 device – loading Windows Mobile 6.0 with Qualcomm’s 1GHz Snapdragon QSD8250 chipset. Indeed, Qualcomm chips are already powering established phones like the Sony Ericsson Xperia X1, T-Mobile G1, BlackBerry Storm and the INQ ‘Facebook’ phone. Roberto Di Pietro, Qualcomm CDMA Technology’s VP of marketing, says: “It’s undoubtedly easier and cheaper for manufacturers to make high-end phones than a few years ago. I think this explains why the handset market is so active now.” There are other factors too. The rise of flat rate data, GPS and touchscreen interfaces have all combined to re-invent what a phone is for. Within the last 18 months, the template for the ultimate phone has changed from the N95 to the iPhone.

You can see this writ small in Toshiba’s strategy. Check out the world of difference between 2008’s Portege range, looking like some kind of so-so HTC cloning project, and 2009’s TG01 with its ultra-skinny yet widescreen vital statistics and iPhone styling. Med Jeewoth, Toshiba’s country manager for UK and Ireland, sums up thus: “We listened to what users want – great speed, and the interaction of a touchscreen, but also very slim and very sexy.” Of course, the success of these new arrivals depends not just on the succulence of their product designs, but also their ability to be ranged by operators and break the product loyalty among consumers to other vendors. It’s going to be tricky. Soheb Panja, managing editor of UK mobile retail trade magazine Mobile, says: “Sharp’s problem was that it got too close to Vodafone. It did everything Vodafone wanted, so it didn’t invest in new ideas and had no other outlet when the consumers lost interest. That balance is something all the new manufacturers will have to work out as they come back into the market.”

www.mobile-ent.biz

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NEW HANDSETS

Toshiba TG01

Garmin-Asus G60

Palm Pre

INQ1

Looking very much like an iPhone but skinnier and wider, the TG01 is an outside bet for the must-have handset of the year. Toshiba describes it as a ‘revolution in entertainment’ and it’s easy to see why given the clarity of the video. It’s the first mobile to run Qualcomm's Snapdragon chipset.

Barrier-breaking hybrid of mobile phone and SatNav device from the Taiwanese partners. Details of the full nüvifone range are sketchy, but the G60 will hit in 1H 2009. It’s described an "all-in-one, LBScentric phone, mobile webbrowser and personal navigator."

All but written off after it missed the transition from PDAs to smartphones, Palm has now burst back into the game with the Pre – a 3.1-inch touchscreen with pull-out QWERTY keyboard running a new proprietary webOS. Palm shares shot up 36 per cent when device was announced.

An entirely new arrival owned by Hutchison, whose first handset, the INQ1, is based on the integration of Facebook, Skype and Windows Live Messenger. It also has RSS feeds, free Skype-to-Skype calling, unlimited instant messenger capabilities and a 3.2 megapixel camera.

Acer

Hyundai

Dell

Acer has taken the wraps of its smartphone range with handsets targeted firmly at the pro-sumer demographic. Four Windows Mobile 6.1 devices have been unveiled, led by the M900, with Acer stating that there will be at least four more before the year is out.

Cars to mobiles isn’t a typical path – don’t expect to see a Chrysler touschcreen this year. But Korean corporations are well known for their broad product ranges. Hyundai Mobile is building a team and a distribution network ahead of a European launch.

Persistent rumours of an entry into the smartphone market for the giant PC manufacturer, with The Wall Street Journal reporting that engineers have been working for more than a year on a device based on Google’s Android OS.

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MARKET DATA

Prize guise t’s one of the enduring clichés of the content business that mobile browsing and content services are nearing an inflection point because of flat rate data. Enduring because it’s true. However, the dramatic success of the iPhone proves that when you add form factor into the mix, the adoption rate reaches a new level altogether. At the Future of the Mobile World conference in London last month, GfK put the extent of the handset effect into hard numbers. Analysts Aaron Rattue and Wolfgang Wanders

Smartphones and touchscreens are changing the way consumers perceive mobile, as the following GfK research proves…

Touchscreen handsets remain a minority choice, but a growing one – the candybar is king. presented insights based on the continuous monitoring of consumer habits. Here are some of the key findings…

The changing face of hands Remember when clamshells were the future, and when Motorola wowed everyone with its sexy swivel phones? No, me neither. It was a long time ago. Today, the candybar is king, with the slider confirmed in second. Touchscreens remain a minority choice, but a growing one.

Sales by form factor (EU region) 1Q 2008

4Q 2008

Candy bar

51%

50%

Slider

28%

Clamshell

16%

15%

Touchscreen

Others

Feature packed First is was the wristwatch, then the alarm clock but there’s so much more that the mobile can, and will, cannibalise. GfK numbers show just how much technology is being packed into a handset now – and just how accepted these extras are becoming. In January 2007, 28 per cent of all phones in Europe shipped with an MP3 player and FM radio; by the end of 2008 that figure more than doubled to 58 per cent. In the same period Wi-Fi capability grew from 1.6 per cent to 9.5 per cent, while GPS went from negligible to ten per cent.

Embedded features (EU region) Camera

1Q 2007

4Q 2008

68%

78%

FM radio/MP3

28%

58%

Wi-fi

1.6%

9.5%

Open OS

7.6%

13.2%

10%

GPS www.mobile-ent.biz

The touchscreen factor Incredible how pervasive the touchscreen has become in such a short time. Two years ago, when the LG Prada emerged just before the iPhone’s formal launch, they were regarded as a peculiar niche. Now, the form factor is well on its way to becoming the de facto smartphone standard. GfK says that in Europe, 98 per cent of smartphones sold had hard numeric keys only in 4Q 2007. Within 12 months, this figure was 92 per cent, with touchscreens coming from nowhere to command six per cent. The research also revealed the effect of touchscreens on content downloads. It showed that 3G had a huge impact, with 62.2 per cent of downloads (in November 2008) driven by users with advanced connectivity. However, an amazing 33.8 per cent were made by touchscreen users. Meanwhile, the ARPU of touchscreen owners dwarfs the industry average – around £4 compared with less than £1. And the revenue doesn’t decline in time as it does for ‘majority’ users. March 2009 21

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LOCATION-BASED SEARCH

Where to next? Adding a location element to mobile search is such a no-brainer it almost hurts. But it’s not easy to get right. Tim Green examined some of the current thinking… he search engine defined the fixed internet. No, it is the fixed internet. What Google did was make the web accessible to us all, and then create an awesome business model for making unheardof revenues from it. That template was so strong it defined – and still overshadows – much of the early work done in mobile search. Think about it. We still type letters into a search box, and we still browse lists of results. But all of us know that there’s a limit to the effectiveness of this model. Mobile is different: less real estate, fiddly input system. In time, new norms will emerge to define the way we all conduct mobile search. None of us knows for sure yet what they are. However, location simply must be at the heart of the new user experience. Why? Because location defines the essential difference between the mobile device and the one that sits on your desk with 18inch screen, speakers and a power cable attached to it. The drive towards location-based search is nothing new. Even before colour screens and fast connections there were companies that specialised in mobilising directory services so that users could get relevant results once they had defined their own location. In the UK companies such as m-spatial and Mobile Commerce quickly established themselves as forces in the space, winning plenty of deals with information companies and then becoming the white-label providers of location search for mobile operators. Mobile Commerce, for example, has partnered with Thomson Directories, Visa, TeamTalk, Multimap, toptable.co.uk and many more. It also found customers among the handset companies keen to enhance the search capabilities of their devices. Last year, Sony Ericsson announced its 8.1 megapixel Cybershot 905 would be pre-loaded with Mobile Commerce’s ‘NearMe’ app.

March 2009

Rummble CEO Andrew Scott is pushing ‘trusted’ reccommendations

Of course, what’s fuelling so much LBS growth is the potential for ad revenue. Of course, such deals are being done all over the world. In Europe the Danish company MobilePeople has enjoyed continuous growth with its ‘liquid’ local search solution. It launched in 2002, and reckons more than 220 million people now use the service every month. Partners whose listings are included in the solution include Holland’s Gouden Gids, Portugals’s Paginas Amarelas, Norway’s Schibsted and many more. And now, these kinds of directory

solutions are embracing Wi-Fi too, with BT and io Global creating the BT MyPlace project in Westminster to offer local information to hotspot users. Of course, what’s fuelling so much activity is the potential for ad revenue. Every search for a good restaurant is a commercial opportunity, right? The analysts certainly think so. Juniper Research says nearly 1.3 billion mobile users will use local mobile search services by 2013. It adds that because response rates are expected to be significantly higher than for general mobile web search, the sector could account for 43 per cent of cumulative mobile search advertising revenues by the same year. The US – home of advertising – should be especially advanced. No surprise, then, that The Kelsey Group, which gave the US space a $33.2 million valuation in

2007 projects this will rise to $1.4 billion in 2012. These are impressive figures. But everybody recognises the user experience of local mobile search must change before the real money kicks in. It helps that both Google and Apple are doing their bit to drive public awareness and uptake. Google Maps is now a staple of mobile, and the firm’s recent launch of its ‘friend finder’ app Latitude, though not really a mobile search solution, has shone more light on the space. Meanwhile the plethora of rich userfriendly apps on the iPhone is having the usual halo effect on all users, whether iPhone or not. What iPhone and Android clearly want to bring about is an ecosystem in which location and mapping are such seamlessly integrated elements of a search application that advertisers will be able to specify in a

www.mobile-ent.biz

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LOCATION-BASED SEARCH

few clicks what they are prepared to pay and where they want their ads to run. This goal, along with developments in personalisation, has driven many acquisitions and startups across the industry in recent years. Basically, everyone’s chasing the same dream. It’s why Qualcomm bought the personalisation specialist Xiam Technologies in 2007. Xiam provides tech that customises portals around user preferences, but it was telling that last year the firm added new algorithms to make location-based recommendations and assisted mobile internet discovery part of the mix. With Qualcomm doing a lot of work around its widgets platform Plaza, it will be intriguing to see how location and recommendations can be integrated into a widget offering. Inextricably linked to the advances in personalisation technology is, of course, social media. The community

Nokia’s Point & Find – a revolution in the making?

dynamic is encroaching into all areas of mobile, and search is no different. After all, whose judgement do you trust when scanning recommendations? Such thinking has inspired a bunch of start-ups, from Loopt and Whrrl to Zyb, Dopplr and Plazes. All of them promise to map you and your friends’ locations so you can explore places, share opinions and swap info and pics. It’s telling that Germany’s Plazes was bought in 2008 by Nokia, which had previously spent $8 billion buying Navteq and has aggressive plans for its Nokia Maps service. But it would be wrong to lump all social media companies together with the same thinking. One UK company attracting a lot of attention is Rummble, which vigorously dismisses most previous attempts at providing directories and recommendations on mobile. Instead, its system is based around small networks of trusted ‘rummblers’ with similar tastes. This means there are no long lists of anonymous recommendations to plough through, and it even means that one person may get an eight out

of ten review while another will get a five out of ten (for the same subject) because of their different tastes. Andrew Scott, CEO of Rummble, says: “Most services rely on you to do

Social media is inextricably linked to the advances in personalisation technology. the work and also to trust reviews and recommendations that you know nothing about. They really just regurgitate what’s online. We set out to reduce the noise and give users ratings that are relevant because they come from a network they trust.” Rummble is still in the early stages, although an iPhone app is now out and the firm is working on widget with Vodafone. However, it already has an army of devoted users, who have even used the system to rate

things like the best bench in Hyde Park. Rummble is also resistant to the kind of hijacking that infects services like Amazon and IMDB where commercial interests submit glowing reviews of their own services. Scott says: “Those reviews would struggle for visibility in our service because the system is about relationships between trusted users, not looking through a long list.” Clearly, Rummble is trying to rethink the received wisdom around local search. And it may be that a similar revolution is needed in the user interface as well. In the barcode feature on page 11 in this month’s ME, marketers talked about the potential for ‘visual search’ – using the camera to discover and retrieve information. It’s equally applicable in mobile search too. Watch out for Nokia’s ‘Point & Find’ project, in which the user trains a cameraphone on a real life object to trigger a selection of web links associated with thast object (the Eiffel Tower, for example). The technology came out of Nokia’s 2007 acquisition of Pixto. It could change everything.

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AD-FUNDED RINGBACKS

Jingle all the wait Turkcell’s Tone&Win project has proved the viability of the ringback tone as an advertising medium. Melis Türkmen, Turkcell’s head of mobile marketing and advertising, told ME all about it… hen it comes to ad inventory, there is no end to mankind’s powers of invention. Over the years we’ve seen ads placed on petrol caps, eggs, eyelids and even cows. Anything that holds an audience captive is deemed worthy of consideration. Which makes it all the more baffling that the ringback tone – which plays when you’re waiting for your call to be connected – has not been exploited earlier. Ringbacks are hugely popular in some parts of the world, but operators and agencies have been slow to use the channel for advertising. Maybe the example of Turkcell’s Tone & Win (or TonlaKazan) service will change their minds. Turkcell and its partner 4play launched it in May, and ran 72 campaigns for over 50 brands before the end of the year. We asked Turkcell’s Melis Türkmen about the project…

What are latest subscriber numbers for Tone&Win? We now have over 200,000 subscribers, and we estimate that this base generates 50 million calls a month and enables the ads to reach over 7.5 million consumers. We’ve attracted more than 50 brands including Proctor & Gamble, Coca Cola and Nestle. Has it been hard to win them over? It was a hard sell at first. It’s a new channel, and quite expensive compared to traditional media. But we’re fortunate in having over 20 pure mobile marketing agencies in Turkey, so there was a lot of support. What’s the basic sales pitch? We have a cost per listening, or CPL, model that charges according to the amount of advertising that has been listened to. The reporting is a very important part of the appeal. We can show the number of listeners, the total number of minutes, the time of

March 2009

The key is to incentivise people to use ad-funded ringback tones. day – you just don’t get this with radio and TV. We can also target by region, demographics and so on. To give an example, Warner ran a Qantum Of Solace-branded ringback tone that could only be selected by members who were male, aged 13-54 and living in the 26 Turkish cities where the movie launched. In less than 14 days, it was heard by 30,000 people, 110,000 times for a total of 1.2 million seconds. And what about subscribers? What’s in it for them? The key is to incentivise people: they can earn up to 40 minutes of calling time by joining Tone&Win. When a subscriber logs in by web or mobile, they create a profile and they can choose which ads they want as their ringback. Some ads get them more rewards than others. For advertisers it’s like a Google Adwords system – they can get more availability by offering higher rewards than the rest. I can see how rewards get the ads selected, but how do you get them listened to? Make them entertaining. So, for example, Whirlpool ran a campaign

challenging people to say the word Whirlpool over and over. It’s very hard to say for Turkish people! Isbank also did well because they created special Tone&Win jingles that complemented an existing campaign. In general, over 70 per cent of people listen for more than five seconds. How have you advertised the service to consumers? Mostly word of mouth or by direct mobile marketing such as SMS, MMS and WAP push. Over half of subscriptions are by word of mouth.

Is there a concern that rewards can take revenue away from the operator? There’s this perception that the service cannibalises voice and text revenue, but it’s just not true. In addition to the advertising revenue, we’re also finding that churn among subscribers to Tone&Win is less than the average for a Turkcell customer. Also, the service can help attract subscribers because customers from rival networks are making calls and hearing directly what is on offer at Turkcell.

www.mobile-ent.biz

develop advert 1 V2

23/1/09

11:31

Page 1

be inspired

14 JULY 2009

evolve Video games are evolving. The way video games are developed is evolving. To reflect this the Develop Conference 2009 announces evolve. evolve will focus on how to develop games for new platforms including mobile, iPhone and XBLA, new technologies such as Facebook and YouTube and new markets like social and casual gaming. It will help game developers tackle the issues arising from emerging platforms and digital marketplaces, connected gaming, user-generated content and cross-over between games and Internet services. evolve takes place on Tuesday 14 July and consists of three dedicated tracks - Coding & Production, Art & Design and Business. On top of that there will be a new evolve track added to the Develop Conference on 15-16 July which will sit

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26 ME49_final

24/2/09

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Category

eBuddy

Email & Messaging

Nokia N70-1

Opera Mini Web browser

Productivity

Nokia 3110c

Nimbuzz

Email & Messaging

Nokia 6600

mig33

Email & Messaging

Nokia N73

MajiPlayer Music Player

Music

Nokia 6300

Super Bluetooth Hack

Lifestyle

Nokia 7610

Dictionary

Information

Nokia 6120c

Magickbluehack

Lifestyle

Nokia 5300

qeep

Community

Nokia 6233

Yamee

Email & Messaging

Nokia 6630

Google Maps for mobile

Maps

Sony-Ericsson W200i

FileExplorer

Productivity

Sony-Ericsson K800i

FileLock

Productivity

Samsung SGH E250

Azan

Regilion

Sony-Ericsson K550i

Strands Social Player

Community

Nokia 5200

YouTube

Entertainment

Nokia 3230

GetJar Apps

Lifestyle

Nokia N95

Mobile Fighter

Games

Nokia 5310 XpressMusic

Devices

Bluetooth File Transfer OBEX

Productivity

Nokia 3500

Q-FileHide

Business & Productivity

Sony-Ericsson K530i

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35 ME49_final:networks

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SOURCE: OPERATORS

NETWORK SUBS Key operator subscriber numbers from around the world Country

Operator

Western Europe UK

Vodafone

18,537,000

T-Mobile

16,794,000

3 (includes Ireland)

4,868,000

19,080,000

Orange

15,815,000

Italy

France

Greece

Israel

Netherlands

Ireland

Sweden

Norway

Germany

Denmark

Belguim

Poland

Portugal

Switzerland Spain

Subscribers

Country

Eastern Europe Czech Republic Russia

Operator

Subscribers

Orange

11,224,000

T-Mobile

5,300,000

5,187,000

Megafon

41,740,000 54,420,000

Vodafone

23,068,000

Mobile TeleSystems

8,450,000

VimpelCom

42,200,000

Wind

16,400,000

Tele2

9,934,000

TIM

35,274,000

Kyivstar GSM

23,456,000

Orange

24,524,000

Ukrainian Mobile (MTS)

19,910,000

SFR

19,300,000

413000

Bouygues

9,300,000

1,892,000

Ukraine Slovakia Asia Pacific Australia

Tele2

462,000

Vodafone

5,542,000

Optus

7,238,000

Cosmote

6,280,000

Telstra

9,300,000

Vodafone

3,740,000

China Mobile

457,250,000

Wind (Previously-Qtelecom)

16,400,000

Cellcom Israel

3,117,000

Pelephone

2,400,000

China Unicom

133,365,000

873,000

Tibet Telecom

1,176,000

1,276,000

Vodafone

4,360,000

T-Mobile

4,900,000

KPN

1,937,000

China

Hong Kong India

Smart tone

1,118,000

Bharti Airtel

85,650,000

Tele2

477,000

BSNL

46,228,000

Vodafone

2,247,000

Idea Cellular

34,210,000

1,713,000

Tata Indicom

31,763,997

3 (includes UK)

4,868,000

Reliance

61,345,000

Meteor

1,002,000

3 (includes Denmark)

1,079,000

Telenor Tele 2 Djuice (Pannon)

3,475,000

Telenor Netcom Tele2

441,000

Japan Thailand

NTT DoCoMo

54,155,100

AIS

26,774,000

1,837,000

Dtac

18,213,000

3,118,000

True Move

12,448,000

Singtel

2,870,000

2,396,000

StarHub

1,742,000

1,580,000

MobileOne

1,631,000

Movistar

14,652,700

Movistar

9,702,000

Vodafone

34,412,000

T-Mobile

36,000,000

13,978,000

E-Plus

17,027,000

Debitel

13,140,000

Victorvox (Drillisch)

2,236,000

3 (includes Sweden)

1,079,000

TDC

3,011,000

Sonofon

1,783,000

Mobistar (Orange)

3,752,000

BASE

3,241,000

Belgacom Mobile

3,705,000

Vodafone

2,642,000

Orange

Singapore

Latin America Argentina Columbia Brazil Mexico Venezuela North America Canada

USA

Comcel

27,024,000

Vivo

42,276,000

Claro

35,668,000

Telcel

54,381,000

Movistar

14,662,000

Movistar

10,280,200

Bell

6,449,000

Rogers

7,338,000

Telus

5,981,000

Sprint

50,031,035

14,054,000

T- Mobile USA

32,100,000

T-Mobile

13,000,000

Verizon Wireless

70,800,000

Vodafone

5,267,000

Alltel

13,319,000

TMN

6,732,000

US Cellular

6,200,000

Optimus

3,058,000

AT&T

74,871,000

Orange

1,510,000

Vodafone

16,039,000

Movistar

23,436,000

www.mobile-ent.biz

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

March 2009 35

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MOBILE MARKETPLACE

MOBILE

PUBLISHING PLATFORM

MARKETPLACE

MARKETPLACE INDEX 26 CONTENT............................................+49 9547 870 120 www.26content.com ABSOLUTE QUALITY ...............................+44 141 220 5600 www.absolutequality.com BANGO...................................................+44 08700 340 365 www.bango.com BRIGHTSHARE .....................................+972 (54) 307 49157 www.brightshare.com DIALOGUE COMMUNICATIONS ..............08700 790 300 www.dialogue.net DYNAMO...............................................+44 (0)1382 348635 www.dynamogames.com ELITE ........................................................+44 01543 268826 www.elite-systems.co.uk FLUID PIXEL STUDIOS ...........................+44 01642 384336 www.fpstudios.com FROGGIE ...................................................+34 954 98 08 48 www.froggie-mm.com GENIE .........................................................+44 844 415 5531 www.broadbandgenie.co.uk/mobile INLOGIC...................................................+421 904 628 889 www.inlogic.eu MOBIVENTION.....................................+49 2203 906 0210 www.mobivention.com

VIDEO/PICTURE AGGREGATION

NETBISCUITS GMBH .............................+49 631 303 1400 www.netbiscuits.com PARTNERTRANS ..............................................01753 247731 info@partnertrans.com SPIEL STUDIOS .......................................info@spiel-s.com www.spielstudios.com SPLASH .......................................................+1 310 8212 666 www.splashnews.com THUMBSTAR..............................................+44 151 203 3445 www.thumbstargames.com UNIVERSALLY SPEAKING....................+44 (0)1480 210621 www.usspeaking.com WAPPLE..................................................+44 (0)1527 558247 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

Splash News TV - the Paparazziâ&#x20AC;&#x2122;s own TV Channel. Unique ready-for- mobile Snack TV shows from the streets of Hollywood voiced in any language. Our short form clips are already streamed over a million times daily. Available for easy download or push. Raw video, images and text feeds also available. We have a global network team of over 1000 photographers shooting pictures of A-List stars Whatever your mobile needs entertainment Programming, wallpaper, text alerts and mobile video - the largest paparazzi archive with more than 20,000 videos, over 2 million images and a comprehensive daily text feed is at your disposal.

To discuss licensing our content or partnering with us on portals contact us: Phone: Jessica Townsend on +448709342666 Email: jtownsend@splashnews.com or mobile@splashnews.com Blog: www.splashnewsonline.com

To get your company featured here contact tom.roberts@intentmedia.co.uk t: +44 (0) 1992 535647 www.mobile-ent.biz

Web: www.splashnews.com Video: www.splash-video.com

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MOBILE MARKETPLACE CONTENT PROVIDER

GAMES DISTRIBUTOR

GAMES DEVELOPER

MOBILE ANALYTICS

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 & GDC 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. We will be attending GDC this March please get in contact to meet up at the conference.

FOOTBALL TYCOON 速 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: G G

J2ME development G BREW G iPhone Development - Approved Developer Handheld Console development for DS and PSP

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

March 2009

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MOBILE MARKETPLACE PUBLISHER

COMPANY SPOTLIGHT

MOBIVENTION GAME DEVELOPMENT STUDIO

www.mobile-ent.biz

ME Award nominee mobivention is a mobile content provider based in Cologne. Formed in 2003 under the name Mobile Entertainment Factory, it initially concentrated on ringtone production but has since grown to encompass graphics, videos, games, apps and services. Currently, its main focus is on the development and distribution of innovative entertainment content for the mobile sector, targeted primarily at network operators, portals and handset manufacturers. In addition to creating its own IP, mobivention licences, produces and distributes branded content from well-known franchises such as Hello Kitty, Peanuts, Star Wars, Indiana Jones, Twisted Whiskers and Care Bears. As well as producing content, mobivention also offers services like master content provision and the creation and operation of mobile portals. Its optimised business model and content portfolio has helped the company win clients in over 60 countries across the globe.

Mobivention says an emphasis on quality and compatibility has been major factors in its growth, in particular the integration of new handsets prior to their launch. This approach, coupled with its branded products, has enabled it to explore the market for new content types like Flash Lite, which has in turn generated a significant number of operator deals. After seeing approximately 40 per cent revenue growth in 2007 and 30 per cent growth in 2008, mobivention acquired the download business of fellow German company Airmotion in May last year and has now fully integrated it in to its own operations. Since then it has launched its own D2C offering with a leading European network operator group. This year we will see mobivention strengthening its brand and widening its business focus from a B2B model to its own B2C brand Pixel Party, which will expand its end consumer offering. www.mobivention.com

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MOBILE MARKETPLACE MOBILE BROADBAND

INTERACTIVE MOBILE SOLUTIONS

(

SOFTWARE DEVELOPER

March 2009

)

MOBILE MARKETING AND ADVERTISING

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MOBILE MARKETPLACE MOBILE GAMING PARTNERSHIPS

COMPANY SPOTLIGHT

BROADBAND GENIE

ADULT CONTENT

www.mobile-ent.biz

Broadband Genie is an independent comparison service for UK broadband consumers. As well as maintaining a large database of home, business and mobile broadband packages, it also publishes news and guides to help customers choose their ideal ISP through its website. The company was established in 2004 by Kelkoo UK and Crowdstorm founder Philip Wilkinson and the former director of the Workplace Law Network, Ciaron Dunne. At that time, broadband was just taking off but it was â&#x20AC;&#x201C; and in the words of Broadband Genie has continued to be â&#x20AC;&#x201C; a spectacularly confusing product for users. Broadband Genie was founded to fill the niche of an independent comparison website for consumers. Despite the frosty economic climate and the broadband market reaching saturation, the last 12 months have been extremely strong for Broadband Genie. The main proponent of this expansion has been the growth of the mobile broadband space and a growing awareness of price comparison services, fostered by the major advertising campaigns from certain financial comparison websites. Broadband Genie attributes its success to a number of factors. Firstly, the company says its independent status and lack of allegiance to any particular broadband ISP has increased its credibility as a price comparison site and its commitment to

carrying up to date information ensures accuracy. Secondly, its brand and editorial-led approach to price comparison has helped build up good relationships within the industry, which has in turn helped generate media coverage and search engine visibility. As well as being one of the most prominent brands in consumer, business and mobile broadband comparison, Broadband Genie also holds membership in independent industry bodies such as the Internet Service Provider Association and the Broadband Stakeholders Group. As a pro-consumer, independent and forward-looking company, Broadband Genie says it will be keeping a close eye on the mobile broadband sector and is ready to keep pace with the future development of the industry. www.broadbandgenie.co.uk

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MOBILE MARKETPLACE LOCALISATION

SALES AND MARKETING

LOCALISATION

TESTING AND LOCALISTION

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

March 2009

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MOBILE MARKETPLACE DEVELOPER

COMPANY SPOTLIGHT

FLUID PIXEL

SOFTWARE DEVELOPER

Middlesbrough-based Fluid Pixel Studios has been operating in the games segment for nearly two years now and in that time it has developed a number of titles for the mobile, PC and Sony PSP platforms. Founded in 2007 by Adobe mobile and devices UK user group manager Stuart Varrall and technical expert Paul Ivorra, Fluid Pixel has had great success in creating and marketing its own IP and has worked with major clients on applications and games. Fluid Pixel has been well received since its inception. It was awarded a Nesta Insight Out award, a Dragon’s Den style competition intended to help creative start-up businesses in the UK. It was one of ten companies selected for the BBC Innovation Labs, became an officially recognised iPhone developer and was a runner up in the UK Business Incubation Awards in 2008. It has also created a range of dynamic and reactive wallpapers for various devices, as well as a number of games such as Revolve and Mix n’ Match. Its latest title, KamiCrazy for the iPhone, has

been downloaded over half a million times. In addition to creating its own IP, Fluid Pixel is open to working with licensed content and can produce a variety of solutions to meet the needs of the client, from full scale multi-platform games to prototype application. Fluid Pixel says it’s proud to count itself among developers that have embraced Flash Lite and the Apple iPhone. It has moved to position itself as a forerunner in those markets and says as a result of this specialisation it can boast a speed and cost advantage over competitors. Its efforts in the iPhone market especially has also created demand in consultancy and development work. www.fpstudios.com

YOUR AD HERE Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a of

www.mobile-ent.biz

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Send your pictures and gossip to tim.green@intentmedia.co.uk We take content extremely seriously in Mobile Entertainment. But not here...

(Dis)content EA and Carphone draw guns The missing Lara Croft adventure ‘Tomb Raider: The SIMfree Chronicles’ was re-enacted in real life when the new Lara (Alison Carroll), brought her two big ‘guns’ to the Carphone Warehouse on Oxford Street to celebrate the launch of EA’s new Tomb Raider mobile game. She’s pictured here with (left to right) Carphone’s Ruth Leach and EA’s Lindsay Iveson and Kirsty Sclanders.

favourites Matti Zinder, head of Spin3

Which phone do you currently own? Nokia E71 and an iPod Touch to access mobile web content. What is the best phone you’ve ever had? I’m loving my Nokia as it’s got more cool features and accessories than Gordon Ramsay’s kitchen. My favourite has to be the Sports Tracker. It’s an incredible tool. Current ringtone? Miles Davis: Kind of Blue Favourite mobile game? PGA Golf and Roulette.

Mobile music goes to the pub

Hyde is a right jerk

It was a mutual acquaintance rather than a press conference that threw together Blyk’s Daniel Solomons and ME’s Tim Green last month. Suddenly the two were in a band together, churning out cover versions for a charity gig in North London. The rock gods are badly pictured here (Green far left, Solomons right).

First we discover Digitana’s James Sharpe represented the Antilles at the 1992 Olympics in the 110m hurdles. Now, we find T-Mobile’s UK boss Jim Hyde was a US weightlifter at the 1988 Olympics. Any other mobile Olympians we should know about?

what was that about? Video calling Remember the last time you video-called your spouse? No, of course you don’t, because you’ve never video-called your spouse, lover, milkman or anyone else. Nobody does. When 3G launched, one of the opportunities dangled by all that bandwidth was the chance to see the person you

www.mobile-ent.biz

called. Didn’t work. So then the operators moved on to the ‘see what I see’ angle. Didn’t work. Maybe it was the price (video calling still costs more than voice), more likely it was cultural – there’s no benefit to making your hideous face part of a short conversation about being on a train.

Favourite mobile internet sites? Bicycling.com is a great site to indulge the mountain biking enthusiast in me. Anything that you would pay for on a mobile that you can’t currently get? Barcodes for discount vouchers in places like Starbucks. We don’t have this technology in Israel yet. Then again, we don’t have Starbucks either. What’s the worst idea you’ve seen in mobile? The ‘I am Rich’ 3G iPhone app was a crazy idea. Paying $1,000 for a screensaver is outrageous. Some users thought it was a wind-up and downloaded it anyway.

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

DISCONTENT

Assorted pictures from

Well done IMGA award winners. Amazing to see a games dev event featuring a monkey and a woman

Everyone worked really hard at MWC. Here are some pics of people toiling

MOBILE ENTERTAINMENT

Executive Editor: Tim Green Tim.Green@intentmedia.co.uk Online Editor: Stuart O’Brien Stuart.Obrien@intentmedia.co.uk Managing Editor: Lisa Foster Lisa.Foster@intentmedia.co.uk Staff writer: Matt Grainger Matt.Grainger@intentmedia.co.uk

O’Brien

Green

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

CONTACTS

Design: Rebecca Almond Rebecca.Almond@intentmedia.co.uk

EDITORIAL: +44 (0)1992 535646 ADVERTISING: +44 (0)1992 535647 FAX: +44 (0)1992 535648

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

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

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

March 2009

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

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@ccms.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.

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

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Saffron

17/2/09

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Wistone

17/2/09

14:59

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