Mobile Entertainment Issue 50, April 2009

APRIL 2009 ISSUE 50

FOR EVERYONE IN MOBILE CONTENT www.mobile-ent.biz

MOBILE ENTERTAINMENT

The MEX Manifesto for better mobile user experience 19th - 20th May 2009 WallaceSpace St Pancras, London

MEX is a very different style of conference, bringing together 100 of the industry's leading thinkers and challenging them to deďŹ ne the cutting edge of mobile user experience. This is our Manifesto.

#1 User interface design is key to leadership in application stores We believe...current app stores are little more than glorified lists. They are time consuming to browse and innovative applications are often buried by poor interface design. The opportunity is for a next generation provider to transcend the traditional scrolling list and establish market leadership through innovative UI design, an open approach to commercial partnerships and advanced customer understanding.

#5 Investment in input and display modalities must increase We believe...enhanced input methods and font handling are key foundation technologies for revenue growth in mobile services.

Combining these elements will allow customers to create, manipulate and share rich data more easily. With data-driven services now accounting for 20% of global mobile revenues and rising, investment in input and display modalities must increase to a similar percentage of R&D budgets.

#2 Achieving great tactile experience is a subtle art

#4 Changing economics will facilitate increased diversity in handset portfolios We believe...too many manufacturers are trying to copy Apple by focusing their resources on developing a single 'blockbuster' handset. Greater long-term success will be achieved by creating a unifying software platform and using it to deliver a wide range of devices, differentiated by the user experience factors which really matter to customers: form factor, colour, price, usability and applications.

We believe...the tactile nuances of mobile products are of much greater importance to customers than the industry realises. Adding a touchscreen does not automatically equate to better user experience. The overall customer experience will be enhanced through a combination of touchscreens, additional touch-enabled surfaces, haptics and introducing new materials for device casings, buttons and accessories.

The delicate art of balancing commercial imperative and user experience

Customer research methodology must be enhanced to close the reality gap We believe...the industry must enhance its methodology for understanding customer experience and translating that knowledge into better mobile products. The continuing disconnect between the lifestyle of real customers and the experiences they're offered points to an urgent need for new research methods and new ways of using that research within the product management structure.

#6 The next billion customers are already here

#7

#3

We believe...the industry's highly anticipated 'next billion customers' are already here, creating a wealth of new user experience requirements. While executives from established telecom markets continue talking about when opportunities may emerge in developing markets, innovative companies in these regions are already using their unique knowledge of local conditions to deliver what users want.

#8 Location data forms an integral part of user experience We believe...the potential for location to enrich the mobile user experience increases exponentially as the number of location-aware objects grows. Showing users where they are on a map or personalising data according to location is just the start. The ebb and flow of location data can itself form an integral part of the user experience.

We believe...mobile advertising is not the only way to monetise applications and services. A more sustainable revenue source can be found by identifying where and how customers perceive value, focusing on user experience and creating a revenue model which reflects the reality of user behaviour.

Read the full Manifesto and ďŹ nd out how to be a part of MEX at www.pmn.co.uk/mex/ What 5th annual MEX Mobile User Experience conference. When 19th - 20th May 2009.

Where WallaceSpace St Pancras, London. Price GBP 1499 (+ VAT @ 15% where applicable).

Registration www.pmn.co.uk/mex/ or contact Marek Pawlowski (mp@pmn.co.uk or +44 (0)7767 622957).

Title sponsor

Platinum sponsor

Silver sponsor

Silver Sponsor

ISSUE 50 April 09

A Spotify of bother?

News 3-6 Features 8 Musically speaking A look ahead to our summer Mobile Music Now event.

Mark Frieser of MyVIPRoom takes a sideways look at the US adult space.

11 Come and CTIA We’re heading to Vegas to blow ME’s freelance budget.

12 Identity parade Interrogating Shazam and Gracenote.

14 Unclean sweep How law and lawyers are hold back the US premium service market.

19 Porn in the USA

16 Widget gem

Bypassing the opcos for a blue future using credit cards, bluetooth and more.

Qualcomm’s widget masterplan revealed.

22 Search for a store ME convened industry execs to debate the promise of the app store.

25 Texting testing times Nick Lane says messaging could sustain mobile through the downturn.

Reference Section 26 Appointments 29 Games Spotlight 30 Shows 31 Databox 32 Product Focus 34 Charts 37 Network Subs

Message for you: SMS is still very important

46 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 535647

www.mobile-ent.biz

The greatest joy of DRM disappearing from the mobile music space is having the ability to swap your tracks between devices. The second greatest, from my journalist’s POV, is not having to write about the OMA any more. Penning long articles that attempted to unpick the technology always filled me with dread.

Reading them must have been worse. I apologise. It must have been awful for you.

Last month Vodafone removed DRM from its music store, adopting a strategy that had already been embraced by iTunes, Amazon and others. The move towards MP3 is unstoppable now, and still feels surprising when you consider that the labels were passionately defending DRM just two Just as downloads years ago. are going ‘open’, How fast streaming services things change. might make them But the bitter irony could be irrlevant anyway that, just as downloads are going ‘open’, streaming services might render them irrelevant anyway.

Like everyone else, we at ME are keen Spotify users. For the uninitiated, Spotify streams music instantly and offers millions of tracks.

Sounds like Real’s Rhapsody service, doesn’t it? Should do. It is. But with the crucial difference that there’s no subscription: Spotify makes money from broadcasting ads every half an hour. The other difference is timing.

Rhapsody was too early to market; Spotify has emerged with broadband in most homes.

Obviously, the mobile world is watching.

With an all-you-can-eat HSPA data plan, Spotify on mobile is a fascinating proposition.

Fascinating and potentially terrifying, if you own iTunes, Music Station or Amazon. Spotify has hired a head of portal solutions. Now, everyone is waiting to see whether Apple will allow a Spotify app on its store. Spotify could even test the openness of Android, which has a close relationship with Amazon MP3.

Comes with Music. Shazam. PlayNow. Music Station. Now Spotify. After a period of stasis, mobile music is starting to look very interesting again. Maybe we should run a conference about it. Hang on, we are! The Mobile Music Now event takes place on Thursday July 9th.

Book your place now.

Tim.green@intentmedia.co.uk

April 2009 3

NEWS

24-7 and Muzicall sign up as Mobile Music Now sponsors First two partners sign up, as momentum gathers around the July music conference 24-7 ENTERTAINMENT, the digital music delivery specialist, has become the platinum sponsor of the Mobile Music Now event.

The Danish company is one of the most innovative players in the mobile space, powering Omnifone’s Music Station subscription service and the TDC Play offering, which bundles ‘free’ mobile and digital music with a broadband subscription.

Frank Taubert, CEO of 24-7 Entertainment, said: “There’s so much happening in mobile music at the

moment. It’s the perfect time for an event like Mobile Music Now, which will focus on debate and networking.

I’m delighted to support it.”

24-7 will be joined by the ringbacks firm Muzicall, which has signed up as a gold sponsor. Muzicall is currently pioneering the launch of offportal ringbacks in Europe and taking the channel to advertisers.

Mobile Music Now takes place on July 9th at the BAFTA theatre in London.

Over 150 senior professionals from the space

are expected to attend, with delegates drawn from operators, handset manufacturers, record labels and more.

Delegate places cost only £199 + VAT if ordered before May 1st. For general information, please contact Tim.Green@intentmedia.co. uk or call 01992 535646. For sponsorship, contact Tom.Roberts@intentmedia. co.uk or call 01992 535647.

For delegate places, contact Rob.Baker@intentmedia.co. uk or call 01992 535647. www.mobile-ent.biz

N-Gage in print MIG launches viral NOKIA is launching a free N-Gage magazine in 12 countries and six languages in March and April.

Your Guide To N-Gage, written and published by the mobile games specialist Steel Media, will be distributed through Nokia’s own stores and also partner outlets. It has also been bundled with this issue of ME. The magazine is available in both print and digital form, and aims to promote the games platform that’s accessible directly from a various Nokia smartphones.

It contains news and reviews about N-Gage first and third-party games along with profiles of supporting

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content sharing tool

handsets, guides to downloading, features about the Arena and more. The confirmed territories so far include: UK, US, Sweden, Denmark, Norway, China, Australia, Italy, Spain, Thailand, Singapore, Russia.

MOBILE Interactive Group believes it has opened up the ultimate distribution channel for content: the mobile user.

The services specialist has developed a Java app that automatically links to the address book in the phone so users can forward a link in a few clicks.

Crucially, the system is set up so that users are incentivised to forward content links with rewards such as free games, discounts and so on.

Houlihan: Great feedback

Furthermore, the message itself is free to send. It’s all

possible because MIG is linking the application to its own MIDAS messaging and transactional backbone.

Barry Houlihan, CEO of MIG, told ME: “The clever bit is not the code, but the integration with billing, messaging and so on. This is the industry’s first real chance to market their products virally, and to set up genuine affiliation marketing. We’re getting tremendous feedback already.” www.migcan.com

www.n-gage.com

www.mobile-ent.biz

MEX launches its 2009 UE manifesto PMN has described app stores as ‘glorified lists’ that need a shake-up if they are to sustain consumer interest.

The firm issued the rallying cry as it builds towards its MEX Mobile User Experience Conference in May. It stated: “We believe... current app stores are little more than glorified lists. They are time consuming to browse, and innovative apps can be buried by poor interface design.”

The statement was made within the following eight point manifesto addressing mobile usability, handset design and emerging markets.

User interface design is key to leadership in app stores Achieving great tactile experience is a subtle art Customer research methodology must improve to close the reality gap

Changing economics will facilitate increased diversity in handset portfolios Investment in input and display modalities must increase The next billion customers are already here Mobile advertising is not the only way to monetise applications and services Location data forms an integral part of user experience Marek Pawlowski, PMN’s editorial director, said: “The manifesto… is a call to action for the industry to join together in responding and enhancing its collective knowledge of these topics.”

The MEX Mobile User Experience Conference & Awards takes place on May 19th to 20th at WallaceSpace in London. Places cost £,1499. www.pmn.co.uk

Pawlowski: He knows what’s coming MEX

BBC more The BBC has revamped its mobile site to offer users customisable options. It let users personalise the content they view for the first time. The overall feel is a lot like the full BBC website, with users able to expand/shrink tabs to achieve their ideal mix of music, news, sport, TV and radio content. BBC Mobile is the UK’s most visited mobile site.

Blinko better Buongiorno has given its Blinko mobile social network an update, adding the ability to better manage communication with friends. Blinko users can now select 20 'favourites' – a group of people they are happy to receive SMS updates from throughout the day without having to start a browsing session.

Apptly named RIM has revealed the audacious new name for its app store: BlackBerry App World. The project was first unveiled last October. App World will allow developers to set their own prices for content and retain 80 per cent of revenues.

Help in store

Last rights for DRM? VODAFONE drove another nail into DRM’s coffin when it removed copy protection from its full track downloads.

The operator signed deals with Universal, Sony Music and EMI Music to offer DRM free tracks across both mobile and PC. Customers who have already bought tracks from these three labels in WMA format (with DRM) will be able to upgrade them to MP3 at no extra charge.

Warner and the various indie labels have not yet committed, but Voda says discussions are on-going.

www.mobile-ent.biz

Pieter Knook, director of Vodafone Internet Services, said: “Vodafone customers will now have the freedom to download tracks from their favourite artists without any device restrictions, allowing them to experience their music however they want it, wherever they are.”

Vodafone is following Apple, Amazon and other digital music leaders in abandoning DRM on à la carte downloads.

Music DRM is widely believed to have a future only on subscription services. www.vodafone.com

PlayPhone has launched a ‘Wireless Retailer Program’ that will provide stores, agents and resellers with an ‘easy way’ to merchandise and sell mobile content at the point of sale. The initiative will combine PlayPhone’s ringtones, games and video with various marketing mechanisms, including in-store sales agent training, POS materials, branded customer care and more.

PayPal’s bright future in hand PAYPAL expects to double revenues in three years – and believes mobile will drive the growth.

The firm says it will process up to $120 billion in payments by 2011. It sees mobile, with its vast base of non-PC owning consumers, as vital to the expansion.

Paypal demonstrated its mobile commitment by joining the GlobalPlatform standards body, which governs mobile smartcard and contactless payments.

Then, of course, there’s the deal to process payments on Blackberry App World.

Today, PayPal has about 70 million active users, and processed $60 million in transactions in 2008. The firm has made unsuccessful moves into mobile before, making a lot of noise but little headway in 2006.

However, the arrival of app stores and full web pages on mobile should make its latest push more promising. www.paypal.com

iPhone is the next of Kindle AMAZON marked a major new chapter in m-reading by extending its Kindle project to the iPhone.

A new app lets iPhone and iPod Touch users read the same e-books, mags and newspapers that were previously available only to Kindle hardware owners.

It’s not the first e-book reader for the iPhone, but it does bring Kindle content to a phone for the first time.

The iPhone app does not

connect to the Kindle store, however, so users must access the web browser to buy the content.

Amazon’s Kindle device has been an unexpected success: analysts estimate the device has sold 500,000 overall since launch in 2008. The book giant launched a new skinnier version of Kindle in March, which is capable of holding 1,500 e-books. www.amazon.com

Out in the Balkans Ad specialist Out There Media has extended its reach to over 100 million subscribers across Europe and closed Bulgaria’s first ad deal. The firm’s Mobucks platform is now being employed by M-Tel Bulgaria to power ad delivery on the Vodafone live! portal. It’s another first for Out There, which has pursued a policy of locking up operator inventory in less mature mobile economies.

April 2009 5

NEWS

Globo makes cloudy smartphone forecast Could an app that makes feature phones ‘smart’ drive data revenues?

GLOBO is projecting up to eight operator partners by the end of 2009 for its CitronGo! ‘cloud’ app.

CitronGo!, which launched at Mobile World Congress, has been described as a service that makes dumb phones smart. Its does this with a client that accesses rich services like email, social networking and IM on the cloud. CitronGO! can sync and integrate all the main email services, plus IM, YouTube, contacts, calendars, files, social networking accounts and document reading/conversion.

Greece-based Globo believes the product could prove an powerful anti-churn tool for operators, and persuade many subscribers to

Papadimitrakopoulos’ firm is targeting the 90 per cent of users that don’t own smartphones

upgrate to flat rate data plans. It’s reporting strong interest from operators in developing markets, where there is huge enthusiasm for mobile comms but a low smartphone base.

Globo says its Java app ports across 450 MIDP 2.0 handsets. It’s also working on Symbian, RIM, Windows and iPhone clients. Costis Papadimitrakopoulos, CEO of Globo, said: “Around 90 per cent of consumers are not smartphone owners, and yet no-one is targeting them.

We believe that there is a tremendous opportunity to sell this group data plans with the right service. We’re targeting operators and we’ve been getting great feedback.”

Nokia’s Xpress delivery THERE’S no let-up in the Nokia services drive, with the device maker rolling out four new Ovisupporting handsets.

The firm may have made redundancies last month, but its music and games push continues.

It unveiled three new music devices, the 5730 XpressMusic, 5330 XpressMusic and 5030.

All of them support Comes With Music. They launch as Nokia extends thec all-you-can-eat dwnload service to Australia, Italy, Sweden and Mexico.

Meanwhile the 5730 XpressMusic is the latest non-Nseries device to support Ngage gaming. www.ovi.com

www.citrongo.com

Know your rights history Monitor your tech licences or pay over the price, says Tahir Basheer, partner at Sheridans DIFFERENT organisations have different approaches to enforcing their licences. But the start point is always the same: review the terms. Most licences contain an audit provision to ensure terms are adhered to, and most businesses keep records of who has acquired them. This makes it straightforward to carry out an audit.

Audits and reviews achieve two objectives: secure further revenue if, for example, new licences are needed for new hardware that might have been acquired; market any new product the licensor might have created.

Needless to say, the licensor will be quick to check the terms of existing agreements. While some may possess perpetual licences, it’s often the case that these licences were for a specific use or hardware that the licensee might no longer use.

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Organisations should therefore carry out regular reviews to see whether they are under or over licensed, and whether they can renegotiate packages when changing technologies.

In our experience, organisations are very direct with copyright infringers.

One waged a campaign of spot checks by sending in an investigator using a ‘sting’ to verify whether there had been a infringement.

The consequences of infringement can be draconian. Compensation is substantial and there is even the possibility of criminal proceedings. Equally, large businesses faced with a software audit could be looking at massive fees and disruption to bring their agreements up to date.

This is why we recommend that businesses should identify one person to review the scope, duration, renewal

and audit requirements of all licences.

To be compliant as a user of technology, follow these rules: Inspect the terms of the licence; Check the duration of the licence; Enforce the terms; Notify the staff as to the application; Supervise appropriate implementation; Enjoy the product. www.mobile-ent.biz

MOBILE MUSIC NOW CONFERENCE

Let’s talk

music wo summers ago, representatives from operators, handset companies, labels and more arrived at the BAFTA theatre in London to debate the future of mobile music. The conversations, networking and fun lasted till the early hours.

Everyone agreed Mobile Music Now was a special conference.

Well, now it’s back, under new ownership. Mobile Entertainment’s parent company Intent Media bought the rights to the show earlier this year.

We won’t change much. Every attendee enjoyed the late afternoon start, focus on networking and

T

affordable ticket price. These elements will stay. But we’ll market the event much harder to guarantee a 150-plus full house and stellar speaker line-up.

There’s certainly plenty to discuss.

With the physical music business in decline, much is expected of mobile.

However, it’s accepted that mobile – despite its ubiquity and improvement in handset memory and audio quality – has struggled to find its niche.

Now, there are encouraging signs.

Services like Shazam, Play Now, Nokia’s Comes With Music, OTA iTunes and many more mark a fresh momentum in the space. Join us in July to find out more.

A word about our sponsors...

ME is delighted to confirm 24-7 Entertainment as the platinum sponsor, and Muzicall as the gold sponsor, of Mobile Music Now. The former is a pioneer in the digital music space, the power behind initiatives such as TDC Play, the first service to bundle all-youcan-eat mobile and online music with a home broadband subscription. It also

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powers the technology behind Omnifone’s MusicStation, and the 3 Austria and Sunrise music stores.

Muzicall is single-handedly reviving the ringbacks sector in Western Europe, building a platform that lets off-portal providers sell ringback services, and also selling the medium to advertisers and brands.

This July every mobile music exec that matters will be at ME’s first conference event, Mobile Music Now, in association with 24-7 Entertainment…

Mobile Music Now Thursday July 9th BAFTA 195 Piccadilly, London W1 Ticket price: £199 + VAT (if ordered before May 1st) £259 plus VAT thereafter.

Want to know more?

Any questions about attending, speaking or sponsoring should be addressed to the following: Content: Tim.Green@intentmedia.co.uk Sponsorship: Tom.Roberts@intentmedia.co.uk Delegate Bookings: Rob.Baker@intentmedia.co.uk

www.mobile-ent.biz

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CTIA PREVIEW

Las is more Poetry, ballet, topiary? Get away from them all and throw yourself at the cultural void of Las Vegas.

Yes, CTIA Wireless 2009 is back in the desert... here’s something wonderful about Al Gore giving a keynote at CTIA 2009 in Las Vegas, where the last thing anyone thinks about is turning off the lights to save on electricity. But be still my British sense of irony, this is Vegas we’re talking about! And the idea is to take the temperature of the mobile industry not obsess over the air conditioning.

T Vegas: In a downturn, the shrine to excess may be CTIA’s first ironic show venue

Show Stats Pre-show business Over 40,000 people braved the warm weather and constant entertainment stimuli to attend CTIA 2008. Such courage. A similar number is expected to visit the forthcoming show, and to check out over 1,000 exhibitors across more than 300,000 sq ft of floor space.

You can find the following among them:

Every content-minded exec will get to CTIA a day early for the traditional Billboard Mobile Entertainment Live! conference event. Sessions will be held on the second floor of the south hall: Rooms S219 and S221. ME is an official partner, and there will be a mag in every delegate bag.

Highlights include:

Bango ...................................2280 Comverse .........................MR-101 DeviceAnywhere ..................6644 dotMobi ............................6310-B InfoGin ............................MR-548 mBlox.....................................5354 Medio Systems .................MR-19 Mobiclip ...............................7424 MobiTV.............................MR-179 Movidilo .............................7502-J Movius .................................7206 MX Telecom ..........................426 Netbiscuits ...........................1428 NewBay Software .............MR-67 OpenMarket .........................6241 Opera Software ...................6724 Picsel ...............................MR-279 PlayPhone..........................1400-X QUALCOMM........................6945 RealNetworks .......................6766 Shazam.............................MR-579 Surfkitchen .......................MR-455 uclick ...............................MR-349 Vantrix...............................MR-532 Velti....................................MR-111

www.mobile-ent.biz

Brand Keynote The mobile world according to the ever-entertaining Greg Clayman, EVP of digital dstribution, MTV Networks

Just over a month after Mobile World Congress reported a 15 per cent fall in attendees it will be interesting to see how CTIA holds up. Certainly, there are many reasons to feel optimistic. South America is still in growth mode, and the rapid rises of iPhone, Android and social networking are combining to keep the domestic US market fresh. See you by the sphinx.

Making Content Pay: The profits and pitfalls of mobile advertising Moderator: Mike Wehrs, MMA

Teen Panel Focus Group: From the Mouths of Babes Kristin Dykstra, research associate, Frank N Magid & Associates

Q&A with Rob Thomas Interview with the front man of Matchbox Twenty.

Moderator: Bill Werde, Billboard

Mobile Marketing Un-Conference Join Ogilvy, NeoMedia, JumpTap and others in an open floor discussion.

Bring in the Agencies: Panel session helmed by Paul Palmieri, CEO of Millennial Media

Official Mobile Entertainment Live After-party Blush Boutique Nightclub inside the Wynn Las Vegas hotel.

Complimentary VIP entrance, and complimentary open bar from 11pm-midnight.

10:00pm – late

Nielsen Mobile Data Presentation Some stats from Jerry Rocha, director of mobile media & advertising, Nielsen

Mobile Entertainment eXpo (MEX)

ME stacks up!

CTIA describes MEX as a ‘show within a show’. It comprises an exhibition area (embracing Accessories Pavilion, Mtertainment Pavilion and Mobile Marketing Pavilion) and dedicated conference programme. The latter takes place at the MEX Stage, Hall S2 and includes the following:

ME is an official media partner of both CTIA Wireless 2009 and Billboard’s Mobile Entertainment Live! conference event. We will be sending several thousand mags over to Vegas for the event. Check out the dump bins and grab one.

They disappear fast.

Mobile Monday Session April 1st Start Time: 3pm

Networking group Mobile Monday New York hosts a discussion on the progress of the content market.

NXT STAGE Mobile Entertainment Festival April 1st Start Time: 11am Delegates with small square eyes should check out this showcase for short-form film productions from around the world.

CTIA 2009 Las Vegas Conference Center Las Vegas April 1st to 3rd www.ctiawireless.com

April 2009 11

MUSIC ID SERVICS

Due some recognition When people hold their phones aloft at music venues, they’re either enjoying a power ballad or indulging in a bit of song recognition. Tim Green checks the progress of the music ID sector… or all its undoubted progress, it’s arguable that the mobile content business has taken just two brands into the public consciousness. One is Crazy Frog.

The other is Shazam. Late last year, Fox pronounced the moped-riding amphibian dead. So that just leaves the music ID service. Happily, it’s never been in better health: Shazam currently claims around 35 million regular users.

The music ID sector, which essentially consists of Shazam and its close competitor Gracenote, always looked like a good bet for long term success. While other mobile services could be seen as online offerings scaled down for the phone (what’s an operator download store if not iTunes but slower?), music ID is uniquely

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App stores have created valuable opportunities for music ID. And the PR is stupendous. mobile: wherever you are, hold up that phone, ‘capture’ a few bars and wait for the results. Can’t do that with a Dell PC. Of course, Shazam began life as an IVR system accessed by shortcode and monetised through premium SMS just like any off-portal service.

But there was only so much life in that old model. The longer term vision was to get music ID apps embedded into handsets. That way, the service could be enriched (making it possible, for example, to tag tracks for later identification) and – crucially – the system could link users with content stores so that songs identified could be turned into ringtones or tracks bought.

So it was that Shazam and Gracenote began approaching

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handset manufacturers and operators with their compelling business propositions. Didn’t take long to bear fruit. Shazam closed a deal with Motorola in 2005, while Gracenote subsequently announced embedding deals with Sony Ericsson, LG and Samsung. It also works with AT&T, Virgin Mobile USA, KDDI, SK Telecom, KTF and Orange. In total, more than 200 million consumers used Gracenote’s mobile and other applications in 2008.

The momentum is still strong.

Significantly, a Shazam app is available on Android and the firm was one of the few partners mentioned when Nokia revealed those developing for its forthcoming app store launch. It will be interesting to see the approach of Gracenote here, given that it is owned by the Sony Corporation.

Generally, the emergence of the app store model has created valuable opportunities for the music ID firms – giving them a platform to encourage downloads to millions of devices that could be otherwise difficult to reach. On top of that, the PR can be stupendous. Sprint has run a TV ad for the iPhone App Store based around Shazam alone, while newspaper ads in the UK have also featured it heavily. Andrew Fisher, CEO of Shazam, says: “We’ve got around four million iPhone users now, which is amazing. But the spinoff publicity boost has been just as important for us.”

Of course, the true commercial test of all this progress is the extent to which users are clicking through to download stores. Fisher adds: “On average 10 per cent click through to purchase. The category is really turning the corner. Music ID is not a novelty any more; it’s more like a utility. Our users now use Shazam ten times a month on average, compared to three to four when we first started offering the application.”

Shazam’s Andrew Fisher believes music ID has moved from novelty to utility. It helps that the tech is embedded in handsets like the Sony Ericsson W350 (below), powered

by Gracenote

Although a rev share on downloads is one obvious business model for music ID specialists, it’s also possible to monetise consumers directly. Shazam and its partners sometimes charge users for premium versions of the app – AT&T, for example, charges $4.

You could barely get a ringtone for that.

www.mobile-ent.biz

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

THE SWEEPSTAKES RULES MAP

Inconsistent state laws and litigious lawyers have held back the mobile sweepstakes and premium rate market in the US. Steve Masur, of law firm Masurlaw, believes sharing information can help kickstart the sector…

Read it and sweep he mobile sweepstakes, promotions and premium rate competitions market in the UK is reportedly worth £50 million.

Other European countries report a similar market size relative to population and SMS use.

Applying the same logic, the US market should be worth up to $400 million. When you add the historically higher sweepstakes adoption rates in the US, and factor in premium voting activity, which is rare but rising among Americans, the figure could hit £1 billion.

That’s the theory. The reality is a market that was worth $35 million in 2007. Back then an estimated 41 million subscribers regularly used SMS. Today, there are some 57 million texting, and 11 million that have used premium SMS services at some point.

So what’s wrong? It’s simple: the law. The risk of litigation is just too high for mobile sweepstakes and promotion operators to contemplate.

They recall examples such as NBC and its sweepstakes operator Endomol, each blindsided by a class action lawsuit brought by an opportunistic Georgia law firm based on a 19th century state gambling statute. NBC and Endemol faced

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potential liabilities reaching tens of millions of dollars. Although NBC prevailed, the risks were amply illustrated.

Cases like these, and the threat of conflicting legislation and case law to which mobile sweepstakes and promotions may be subject, creates a chilling effect among those considering a launch in the Americas.

To be fair, operators in all regions have their problems. The British Office of Fair Trading has estimated that more than 500,000 people in the United Kingdom fall victim to sweepstakes-related fraud every year, collectively losing £320 million, for example.

Even so, if operated correctly, there is nothing wrong with mobile sweepstakes and promotions that rely on premium SMS. And properly regulated, they could help to stimulate the creation of new mobile advertising models. This could aid the content business generally, stimulating the economy and creating new jobs. Worthy goals indeed.

So what are lawmakers and regulators in the United States doing to help? For a start, the Mobile Entertainment Forum and MasurLaw have launched the Mobile

MASUR: “The threat of conflicting legislation and case law can create a chilling effect among those considering a launch in the Americas”

Sweepstakes and Promotions Initiative. The aim is to raise awareness of the legal problems and pitfalls surrounding the issue, and provide a tool to help companies chart a course through the rugged legal terrain surrounding mobile sweepstakes in the US. This tool is the ‘Sweepstakes Rules Map: US’ interactive map. When it goes live on the MEF website, users will be able to roll a mouse over a

state to see a summary of the rules for that state, along with a bibliography, which can serve as a research aid for the legal counsel of any company that plans to launch a premium SMS promotion or sweepstake in the US. In addition to providing a tool to which services can safely be launched in any state, the tool also illustrates how inconsistent laws can, and should, increase awareness of this issue for law makers and the industry as a whole.

MasurLaw is also working with leading law firms in Brazil, Latin America, Mexico and Canada to launch similar maps covering these territories. The goal is to launch them by the end of 2009.

The last 18 months have seen the mobile marketing and entertainment industries reignited with new possibilities – especially in the maturing US market. But these complex legal issues need to be resolved and simplified in order to drive us further.

I believe the Sweepstakes Rules Map and other initiatives like it are doing just that.

To find out more about the Sweepstakes Rules Map, visit the MEF site at www.m-e-f.org.

www.mobile-ent.biz

WIDGETS

Widgety grab Why is everyone so excited about mobile widgets? Good question, and one that Mobile Entertainment put to Noam Raffaelli, MD of Plaza for Qualcomm Internet Services… n phase one of the mobile content story, when operators held sway with their walled gardens, Qualcomm created a self-sustaining ecosystem, BREW, through which operators could present content products and developers monetise them. Although BREW still endures, there’s no doubt that the changing nature of mobile data provision calls for a new approach.

Step forward Plaza, a ‘platformagnostic’ mobile internet service

I

based on widgets. Here’s the thinking: as voice and text get squeezed, operators are working hard to upgrade their users to flat rate data bundles. It’s the clearest route available to maintaining ARPUs. But data plans are driven by attractive data services. And clearly those operator decks are not really up to the job.

Widgets, on the other hand, offer up the diverse riches of the mobile internet in digestible form – and you don’t necessarily need a smartphone to access them. Specifically, widgets are tiny apps residing on the mobile screen that connect users directly to the web without having to go through a browser. They should be pretty familiar to PC users, and have been launched on mobile already via Nokia Widsets and others.

What Qualcomm wants to do with Plaza is build a resilient widget ecosystem that can be licensed by major channels – be they operators or brands. Plaza provides a common framework for developers too, to keep the content fresh.

Crucially there’s also an ad proposition here too. Yes, widgets can drive revenue by upgrading consumers to higher data plans, but with advertising built in there’s a lip-smacking opportunity to genuinely cash in on all mobile web activity – not just what takes place on-portal. This explains why Qualcomm announced last

November a partnership with Amobee to develop an ad insertion proposition.

We asked Noam Raffaelli, managing director of Plaza for Qualcomm Internet Services, to explain the Plaza idea…

Why should operators be considering a widget offering? And why from Qualcomm?

Widgets offer an excellent mobile internet user experience to consumers because of the small screen. They’re a window into the mobile web from the mobile desktop, and they really do open up the long

So how do operators make money from widgets?

The business model for monetising the mobile internet is clearly not there yet. But it will be. Google and Yahoo make money from virtually every page searched on the fixed web. How can we do that on mobile?

Well, moving away from the operator portals would be a start.

A lack of inventory is one reason why mobile advertising is struggling.

But if you build a system around targeted ads on widgets you open up the whole mobile internet to advertisers. I think this is something the operators should explore, and it’s

Widgets are a window into the mobile web from the mobile desktop, and they open up the long tail of the internet. tail of the internet for operators.

With so much focus now on data plans, services are needed that migrate users over to these tariffs.

Widgets can help. Also, they’re very data efficient, so they don’t put pressure on the network.

Why Qualcomm? Well, if you think about it, BREW was a successful app store in a sense: 60 carriers, $1 billion in revenues back to developers. Plaza leverages that BREW experience to build an ecosystem that’s more relevant for the way the mobile internet is evolving now. But it’s important to stress that the Plaza ecosystem doesn’t just work across devices with Qualcomm (QC) chipsets. It’s a Java based system that works on Sony Ericsson, Nokia and so on.

What’s the business model?

We’re looking at a licence fee. Plaza is an enabling platform, so we don’t think it works to take a revenue share. We don’t want to monetise the upside for our partners.

why we’ve set up a deal with Amobee to pursue it.

Haven’t we seen this all before with on-device portals? Wasn’t that all about rich media apps and ‘personalising the desktop’?

The point about on-device portals, and the reason they didn’t work, was that they were all based on proprietary systems. That approach never works. Plaza is based on open standards. I can’t emphasise enough how important this is. For example, we did a developer challenge recently, and we ended up with a group of students creating a locationbased cinema finder in just 48 hours.

Open standards will also bring thousands of web developers to mobile, which is really important for importing fresh ideas into the space.

When will we see the first Plaza offerings?

We’re talking to tier one operators with a view to launches in the second half of the year.

www.mobile-ent.biz

WIDGETS

This time, it’s personal Qualcomm’s personalisation subsidiary Xiam is applying its technology to Plaza. We asked Xiam’s general manager Colm Healy all about it…

How does Xiam work?

The system analyses the individual user's purchases, likes and past click-behaviour to deliver a personalised browsing experience.

We’ve been very analytical, always testing it with users. Typically when we give one group our system and another ‘editorial choices’ chosen by a specialist team, we see two to three times more activity in the Xiam group. They come back more, because every time they do they see new things.

Xiam was founded in 1999. How has the market for your technology changed?

The big difference we’ve seen is that, when we started, the mobile internet was the operator portal.

The key then was navigation. Now, with the whole mobile internet to

www.mobile-ent.biz

explore – whether via browsing or widgets or whatever – it’s about discovery.

People can be paralysed by choice, so there should be the ability to discover the unexpected.

Why do you think Xiam appealed to Qualcomm?

Qualcomm saw that it could integrate our personalisation platform into its various services.

At first that was BREW, but in time there was also MediaFLO and the new widget experience too.

Anything that aids discovery in the mobile content space is going to have value.

Is there a danger with personalisation that you offer a prescriptive experience, and remove the ‘happy accident’.

It’s a good question. You have to pay careful attention to tone of voice, saying ‘we suggest’ for

Gee wiz The success of mobile widgets depends on handset companies developing friendly user-interfaces.

Samsung’s new Touchwiz UI is one of the first to pull it off. Touchwiz devices like the Omnia HD feature a vertical scroll bar that displays widgets, which are activated when dragged on to the main screen. This panel can then be populated with an operator’s own widget offering.

example, and also giving people the power to turn the technology off. Most operator partners ask users to opt-in, and we find that 90 per cent do. We recognise that people can be paralysed by choice, and also that there should be the ability to discover the unexpected.

We try to build that in to our offer.

But fundamentally, I think people do want a customised experience. Ultimately it comes down to human behaviour.

For example, you’d assume that most people on a mail order DVD store like Netflix would know what they want, but they don’t. In reality, they forget the films they want to see and end up not using the service, then cancelling. Giving them informed suggestions when they come into the store does keep them coming back.

April 2009 17

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ADULT CONTENT

Porn In The USA Traditionally, US operators locked out mobile adult content providers. But smartphones, full web mobile browsers and offdeck billing are letting them back in, says Mark Frieser, founder of My VIP Room... hile the European and East Asian markets for mobile adult content have been well served for years, the US market barely registers. Revenue is $30 million at most in an overall premium services market worth $34 billion. It’s baffling, when you consider that the overall adult market generates $14 billion a year.

The explanation is an obvious one.

It all comes down to the carriers.

Right from the start, the US operators have made it policy not to process adult services billing – whether directly through their portals or off-deck via Premium SMS. This lack of reliable billing effectively

W

The carriers know the profit potential but are mindful of regulator issues and religious groups. locked out all but a small number of content providers offering PG-rated content (no nipples, no hair). And while the carriers know the revenue potential here (bikini shots are their most popular image downloads), they are too mindful of regulators and religious groups to rock the boat.

It’s all very different from Europe, where the existence of age verification and more relaxed cultural attitudes have allowed companies like Cherry Media to build successful white-label services for operators.

But I believe underying demand for adult content in the US is just too strong to be resisted. My faith in the market comes from launching the ClubJenna Chat premium SMS service in 2005. Although it was PGrated, we faced huge challenges. At one point, MTV returned a $200,000 ad buy because Jenna’s name was www.mobile-ent.biz

used in the advertising. Yet, the monthly profit after paying for technology, revenue shares and ads was consistently in six figures.

Clearly, US mobile consumers have always been ready to pay for real adult content: they just lacked the billing system and handsets to do so.

Now a convergence of disruptive technologies has come together to change things. In recent months, we’ve seen mobile offerings from Vivid, Playboy, iPorn, Penthouse, PornHub and others. They offer access to video, images and other content from $4.99 to $29.99 a month. No surprise that four of the top ten most trafficked iPhone sites are adultrelated.

Let’s look at those disruptive factors: Smartphones and Bandwidth Perhaps the biggest factor in the creation of a viable US mobile porn market is the growth in smartphones and 3G. Together they allow the rapid video streaming and downloading of content and pages. Today, an installed base of 50 million smartphones can access and buy adult content away from the carrier billing system. The UI of smartphones also helps with search and discovery. It’s meant that start-ups such as iPorn and My VIP Room, as well as established players like Vivid Video and Naughty America, are all going mobile on their own terms.

ADULT CONTENT

Direct Credit Card Billing People are used to taking out their credit card to pay for porn. Now, it’s possible for them to use this billing system to pay for it on mobile.

Whether subscription, per-item, timed or token-based charges, people can sign up directly through a web or mobile site for direct access.

This is the method being used by most adult mobile content providers, either as an add-on to an existing subscription, or as a stand-alone offer.

Simpler access to and marketing of content Even the marketing and discovery process for adult content has evolved

to offer a route around reluctant carriers and traditional media outlets.

They include search engine optimisation/marketing on the web, promotion to an existing user base on an adult web portal, or banner advertising. All of these methods are more directly relevant to the potential audience, and unlike traditional advertising media, are more adult-friendly.

Thanks to these disparate factors, I’m convinced 2009 is going to be a breakout year for mobile porn in the US, prompting a generation of new services, growing revenue streams and high-levels of consumer adoption. And most offerings will

2009 is going to be a breakout year for mobile porn in the US, promping a new generation of services.

Mark Frieser is the founder of US mobile adult specialist My VIP Room

bypass mobile carriers to create adult services that are tailor-made for consumers, simple to pay for, easy to access and – dare I say it – profitable.

Mark Frieser is the founder of the US mobile adult firm My VIP Room.

Affiliate to accumulate Two UK firms are building ring-fenced networks of off-portal adult sites to maximise revenues...

It’s well known that adult drives off-portal traffic, but how can content providers ensure that once they have attracted users they keep them? Vertigo Agency and Katina Leisure think they have the answer. These two firms are building affiliate networks that generate a network of ring-fenced, off-deck WAP sites. The idea is to create a virtuous circle of traffic that benefits both site promoters and content providers alike.

Vertigo’s system is based on its web-based MPEX (Mobile Portal Exchange) platform. This gives a promoter the chance to choose what content it offers on its sites from the catalogue of approved MPEX providers. That site then contains banner links to other sites within the marketplace, thus keeping users within the network.

Revenue from content purchases is split between Vertigo (typically 25 per cent), site promoter (50 per cent) and content provider (25 per cent). The firm already has extensive relationships with providers such as New Sensations, Playhouse, Load XXX and Harmony. Vertigo account director Dean Butler says: “Promoters and content providers can change their selections on what earns them the best revenue.”

Katina Leisure is building something similar around its RawXXX brand. The programme allows affiliates to sign up for free and get a set of unique URLs, passwords, banners and so on.

They then use these tools to link to the RawXXX sites in exchange for a percentage of the generated subscription or download revenue.

Providers in the US are going off-portal to give horny Americans more than just bikini shots

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April 2009

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April 2009 21

INDUSTRY VOX POP

“Can the ‘app store’ concept work for anyone else but Apple?“ That’s what we asked a selection of industry execs as Nokia, Microsoft, Samsung, RIM and others prepare to launch their own offerings. Here’s what they said…

Antony Douglas, Telefónica O2 UK “Apple has shown that simplicity, superior user experience and smart marketing can elevate something from niche to mass market in one stunning move.

Catching Apple will be difficult; who truly competes with iTunes for music?

Everyone else should look to their strengths. O2, for example, can be a trusted facilitator and can work with tier one or start-up developers (through our developer community, O2 Litmus) to market their apps.

When we pitched our first iPhone app at Christmas 50 per cent of customers redeemed the offer. Device vendors need to think beyond replicating apps stores and start using their kit more readily to promote services, by utilising the idle screen, for instance.”

Peter Cowley, Endemol “However much I would like the rest of the industry to catch up with Apple and provide consumers with an open, easy to use app store, no-one is positioned to match the success of the Apple app store. Apple has the advantage of supporting one device that is extremely easy to use. This has attracted thousands of developers, big and small, who create sophisticated apps without the need for testing on multiple devices and aren’t at the mercy of the operators to get carriage

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April 2009

on their mobile portals. Things might change once all mobiles become high speed internet devices open to all browser based applications.”

Patrick Mork, GetJar “It’s important to keep in mind that the Apple Store has unique advantages that make it difficult to replicate: the device, the brand and the iTunes ecosystem. That said, it is possible to make progress given breadth and depth of content, easy discoverability and an offering that’s

The Apple Store has unique advantages that make it difficult to replicate.

Robin Jewsbury, Mippin.

“Yes, they can if they take the same care of attention to detail in the user experience Apple did. This means single click access to choose, purchase, download and run the app without any annoying security and connection confirmations questions. There is a lot wrong with Apple’s approach – particularly the approval process taking more than a week. Android’s answer is to allow all apps in but allow money back if un-installed within a time period.

This is surely a better approach.

Nokia is adding social discovery features almost identical to those we built into Mippin. This can make for a more serendipidous user experience.”

There’s a lot wrong with Apple’s approach – particularly the long approval process. www.mobile-ent.biz

INDUSTRY VOX POP

Martin Gossling, Movidilo “Solutions already exist that can link any type of device to a ‘store’ where apps or widgets that have been built for that device, can be downloaded.

Other technology such as binary portability from OpenKod, Antix and others ensure that a game, for example, can run on multiple devices. The Movidilo platform is specifically built to provide a rich user experience across all manner of devices and a cross platform app store has already been considered.

The only limitation is that Apple has

independent of device/platform.

Community also plays an important role through feedback and the sharing of experiences. GetJar even allows certain consumers to beta test apps. The final piece of the puzzle is independence. By supporting all handsets and platforms you encourage viral marketing among consumers. Recommendations are easy if consumers don’t have to worry about what handsets their friends have. Then you only have 1,000 other things to worry about…”

Alex Meisl, Sponge “Without a doubt other app stores can succeed. We shouldn’t forget that while Apple has made great strides, its market share is still pretty low. What Apple has done is raise the profile of handset apps by making the process seamless and intuitive. It can only encourage the rest to work on their interfaces: if I download an app on my Nokia, I do not want a message saying ‘warning, you are about to download from an untrustworthy source.’ Vendors need to ensure that consumers can use their devices without resorting to complex userguides. Apple has shown that it can be done.”

www.mobile-ent.biz

We shouldn’t forget that while Apple has made great strides, its market share is still low.

Peter Sells, BBH “Will it work for others? Yes. Will it work as well or as quickly?

No. Apple holds all the cards: massive experience in selling digital content, millions of legacy users, absolute control over what content is available, the most useable handset, and a single platform that reduces development time, ensures compatibility and attracts content creators. Finally, but just as importantly, its brand is so trusted that consumers are happy to offer up their credit card details. This perfection is not easily replicated.

The question should really be whether it will work for the consumers? I suspect that the new app stores may suffer in comparison but anything that allows better discovery and supports content consumption is ‘A Good Thing’.”

Neeraj Roy, Hungama Mobile “I believe the App Store is a first step toward a complete mobile lifestyle – an extension of the online experience most of us are becoming used to. The success of app stores on other handsets is completely dependent on their devices, ease of discovery, display and navigation capability. In May, the N97 will either pave the way for more to follow or the iPhone will remain a singular phenomenon for sometime to come.”

As you increase the handsets, not all of them will have access to the same number of apps only one device and as you increase the number of handsets on the store, not all of them will have access to the same number of apps as other platforms.”

Gautam Sabharwal, Tanla Mobile “An applications store is a universal concept that can work for any operator or handset manufacturer.

Apple has done a good job and set a precedent, but it is not the market leader for smartphones.

Symbian, Palm, RIM, Windows and others have considerable market share. I believe innovation in application licence management, mobile payments and handset operating systems will enable many new application stores in the market.”

Patrick Hagenaar, Ministry of Sound “New app stores can succeed as long as the following criteria are met: one platform should be used that enables developers to create one cost effective app that ‘fits all’; users must be able to sideload files (which gives developers more freedom to developer high quality apps); handsets need to be high end, but run on the same platform and carry the same core functionalities; reach must be global and mass market.

So far, I think that Google is the only company that really meets these criteria right and has the biggest chance of catching up with Apple.

However, the other handset manufacturers are still way off, in my opinion.”

April 2009 23

be inspired

14 -16 JULY 2009

The Develop Conference is an inspiring place to be. Now in its fourth year, it’s where the European games developer community gathers to share ideas and experiences, learn from each other and network.

Find New Content With over 1,200 games developers in one place for three day this is a great opportunity to source original content.

EVOLVE

Stay One Step Ahead Get up-to-date with new trends, learn about new technologies and discover how games could be more lucrative for you in the future.

“

This year there’s a new addition to the programme, which will focus on how to develop games for new platforms including mobile, iPhone, XBLA, new technologies and new markets like social and casual gaming.

There's a huge shift going on in the games industry with many exciting new platforms and business models becoming available.

Develop 2009 with its innovative new content will provide a great perspective on where the industry is going next. It's one of the must attend events in 2009.

After hours there are numerous social and networking events where you can meet new people and catch-up with colleagues.

“

Make New Contacts

Kristian Segerstrale, CEO, Playfish

There’s only one place to be in July – Develop Conference in Brighton.

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NEXT GEN TEXT

Text alert ack in 1985 when men wore leg warmers and Ernie Wise made Britain’s first mobile phone call, renowned entrepreneur Sir Clive Sinclair was looking to build on his previous inventions of the pocket calculator (1972) and range of ZX home computers. He came up with the Sinclair C5, an electric car with a cruising speed of 15 mph. It was to become a byword for the tragically misconceived product launch. The delusional 17,000 that bought into Sinclair’s C5 vision ended up possessing a plastic opentopped tricycle providing no protection from fellow road users and their ridicule.

Jump forward a quarter of a century and electric vehicles are all the rage. Was Sinclair wrong, or just ahead of the curve?

The mobile fraternity is full of Sinclairs, all looking to create the next big thing. And why not? Mobile, with its vast user base, is a mouthwatering space to enter. But which market sector to target? As Direct2 Mobile has highlighted, many UK consumers are retreating to the shelter of talk and text as the downturn bites. Messaging has been largely overlooked in the last decade as the entrepreneurial spirit explored the potential of killer apps. Yet text is alive and well. In fact, so healthy is text that it is has consistently

B

www.mobile-ent.biz

surpassed analyst forecasts and outflanked the prophets of doom that have long predicted its demise.

A global survey carried out by Direct2 Mobile for Airwide Solutions in February revealed that almost twothirds of operators believe SMS is the foundation for next-generation advanced data services such as mobile social networking and location-based services. What’s more, three-quarters of operators said mobile social networking will play a ‘very important’ role in expanding the messaging market. A further 12.5 per cent said mobile social networking would be central to their messaging strategy, while the same percentage agreed the service would be ‘somewhat important’.

Meanwhile, messaging in the form of PSMS and as a channel to deliver WAP push links, has been instrumental in expanding the mobile content market. Given that SMS has 100 per cent penetration and ubiquity, messaging continues to provide the gateway to the mass market for the mobile content industry. The survey for Airwide highlighted that operators are seeking tighter integration between messaging and their data services, and in particular social networking aligned with presence and location.

The business models for social networking and presence/location

As the downturn bites, content firms should think about how boring but ubiquitous text can help them flourish. So says Nick Lane, director of Direct2 Mobile…

ME Research: Now open for business ARE you looking for targeted research into a specific area of mobile? Got a business plan to prepare? Maybe a speech? These are the kinds of projects that ME Research can help with. Mobile Entertainment has teamed up with Direct2Mobile to deliver targeted intelligence into the content space.

Projects are carried out by Nick Lane and his team. Interested?

LANE: “Text continues to surpass analyst forecasts”

Send a mail to: meresearch@intentmedia.co.uk

remain unclear, but to grasp this requirement from the operators and understand how this philosophy can be capitalised presents a sound opportunity for the mobile entertainment market during these dark times.

Mobile entertainment services remain largely niche. They have an element of the ‘Sir Clives’ about them; they’re definitely onto something but they’re time hasn’t fully come. Now it’s all about getting that ‘message’ to the mass market, and using text to help get there.

April 2009 25

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RECRUITMENT

24 does Oberhaus swap Mobile music pioneer 24-7 provides Oberhaus with a new home...

Mobile barcode firm NeoMedia has unveiled DEAN WOOD as its VP of business development. He was formerly commercial VP at ShoZu.

Meanwhile MIG’s 4th Screen Advertising has promoted SARAH MCCLUSKEY to commercial director.

Handmark has hired VINCENT GUINIER as VP and MD of its EMEA team. His arrival indicates a fresh push into Europe for the content retailer.

PhonepayPlus, the UK ‘phone-paid services’ regulator, has confirmed PAUL WHITEING as its new CEO. Whiteing had the gig on an acting basis since the resignation of George Kidd in December 2008.

CHRISTINA GREULICH has joined the content distributor Mobile Streams as its new major accounts executive. She’ll manage business partnerships with AT&T, Verizon, Sprint and others in the North American market.

Fast growing UK mobile services specialist Mobile Interactive Group has made JAMES BOOTH a senior advisor. He will provide consultancy to all MIG Group companies.

26

April 2009

Voice to text pioneer SpinVox, has hired OSCAR RODRIGUEZ as general manager of its Latin America operation.

24-7 Entertainment has appointed CHRISTOPH OBERHAUS as its new CFO. Oberhaus joins the Danish digital and mobile music specialist from Germany’s World of Music, where he was managing director.

PAUL JACOBS has finally landed the chair of Qualcomm. The CEO will succeed his father, Irwin Mark Jacobs.

Thumbplay’s CPO JOE BILMAN and CTO MARKUS THORSVELT have left the company, not long after the SVP of content acquisition and strategy, MITCH ROTTER, departed for Universal Music.

BEN PHILLIPS has joined Mofilm as VP of Licensing. He arrives with six years of experience in mobile behind him, most recently with MoMac and Puca. Phillips will be responsible for the distribution and licensing of Mofilm’s short movie content.

www.mobile-ent.biz

RECRUITMENT

Inter-continental search mission Multi-national focus aligns IMR with globalising clients IMR is an international executive search company that specialises in the mobile and digital content areas. It seeks out opportunities that can offer the optimum in career progression and finds the executives that can embrace these challenges.

IMR’s founders have over 20 years of international search experience, which means the organisation can work with clients at every stage in the value chain.

Placements are primarily business leadership positions across clients’ strategic management boards, including all senior level sales and marketing roles as well as leading technology positions.

As its clients have gone global, so has IMR Executive’s reach. This is critical given market opportunities in emerging regions. It currently offers positions in the US, Russia, India and Europe.

IMR can also claim to be at the forefront of online activity. In June it launched a new website to introduce a fresh new virtual environment, which is easy to use for both clients and candidates. The site has improved job functionalities

www.mobile-ent.biz

so that all opportunities can be found quickly. Plus, there are added extras available for IMR website subscribers, such as SMS, email and phone alerts, RSS feeds, downloads, event news and specialist advice.

In 2008, the introduction of new digital music services enabled content owners to experiment with new models for monetising music.

With this in mind, IMR Executive put together a specialist department dedicated to sourcing talent for the digital music industry, headed by senior consultant Louisa Killeen.

Choosing a preferred recruitment partner is best done when it is an informed process. To this end IMR Executive is making a trial offer: for the first assignment that it takes on with a new client, it will offer to work on a trial basis and at an introductory fixed rate.

IMR Executive offers a reliable and trustworthy service and will listen closely to specifications before introducing a broad shortlist of candidates. Its knowledge of the industry helps to provide someone that will add great value to any company, anywhere.

April 2009 27

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April 2009

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SOURCE: GAMES SPOTLIGHT

Watchmen brings justice to MMObile Cult movie franchise title created exclusively for the iPhone and iPod Touch

TITLE: Watchmen: Justice is Coming GENRE: Action MMO RELEASED: Out Now PUBLISHER: Warner Bros PLATFORM: iPhone, iPod Touch

The Watchmen movie has taken the cinema world by storm, with critics and fans praising the film for its dark edges and explosive action sequences. Little wonder that the title has been created as a massively multiplayer online game for mobile.

Developed by Last Legion Games, Watchmen: Justice is coming is a fighting role playing game that takes advantage of the developer’s proprietary CloudMMO technology.

It also utilises Amazon’s web services to allow players from across the globe to compete or co-operate.

The game itself is a prequel, which generates a personality for the player based on responses to an inkblot test. The action takes place in the dystopic alternative Manhattan of the original film and book, complete with rainy alleyways and pimp-filled streets.

Players will be able to complete storyline quests, discover hidden artifacts, defeat criminals and challenge one of potentially thousands of other players.

Watchmen: Justice is coming has been developed exclusively for iPhone and iPod touch. More information can be found at watchmenjusticeiscoming.com.

Gameloft brings Salvation to the masses French publisher acquires exclusive mobile game rights to the fourth film in the enduring sci-fi series Gameloft has been in mobile gaming since the beginning, and it’s still here – right at the top of the tree. It recently sold its 200 millionth game and with a back catalogue of over 300 titles.

Although it does create its own IP, most notably titles such as Block Breaker Deluxe, Asphalt: Urban GT and New York Nights, it is arguably in licensed content that Gameloft’s strength lies. The company holds licensed partner agreements for a huge range of brands, from entertainment companies such as ABC, Ubisoft, Viacom or 20th Century Fox, to personalities like Kobe Bryant, Paris Hilton, Jonny Wilkinson and Chuck Norris.

The latest addition to its growing portfolio is the official mobile game for the forthcoming www.mobile-ent.biz

Terminator Salvation movie, which is due to be released at the same time as the film. Gameloft acquired full rights to develop, publish and distribute the game in partnership with The Halcyon Company.

“The Terminator franchise is one of the world’s most recognised brands and Gameloft is pleased to create the game that brings the excitement of the movie to your fingertips,” said Gameloft’s senior VP of publishing, Gonzague de Vallois.

The game will be based on the film and follows the adventures of rebel leader John Connor and former death row inmate Marcus Wright as they embark on an odyssey that takes them into the heart of Skynet’s operations.

Here, they uncover the terrible

secret behind the possible annihilation of mankind. Like the movie, the game will feature lots of cover-based shooting and should make full use of the graphics capabilities of new handsets.

The movie was in the news recently when its star Christian Bale was recorded ranting like a baby on set.

TITLE: Terminator Salvation GENRE: Action RELEASED: May 22nd PUBLISHER: Gameloft PLATFORM: iPhone, Brew, Java, Symbian April 2009 29

SOURCE: EVENTS

FORTHCOMING HIGHLIGHTS April 1st-3rd CTIA Wireless

April 2nd AIME seminar

April 22nd-24th Wireless Telco Symposium

2009 CALENDAR April April 1st-3rd CTIA Wireless 2009 Las Vegas, USA www.ctiawireless.com Mobile Entertainment magazine will once again be a media partner for the foremost trade event in North America. It’s in Vegas, God help us.

April 2nd AIME Seminar: Mobile advertising and social networking London, UK www.aimelink.org One of the trade body’s regular roundtable and networking events. This one explores the rise of communities and their impact on advertising.

April 22nd-24th Wireless Telecommunications Symposium Prague, Czech Republic www.csupomona.edu/wtsi

June 2nd-4th Licensing International 2009 Las Vegas, USA www.licensingexpo.com More than 525 exhibitors with 6,000 brands and properties all in just three days.

June 2nd-5th Java One 2009 San Diego, USA java.sun.com/javaone Sun Microsystems’ annual Java developer conference.

June 3rd-5th Brew 2009 San Diego, USA brew.qualcomm.com Qualcomm’s annual developer and partner conference. Visitors should expect a bit of BREW, some MediaFLO and a whole lot of Plaza.

June 3rd-4th Mobile Web 2.0 Summit London, UK www.mobilewebsummit.com

May Osney Media presents this

conference looking at the next generation of mobile. Expect social networking, UCG, widgets and mnore to be high on the agenda.

June 23rd Mobile Internet Summit 2009 Singapore July July 9th Mobile Music Now London, UK www.mobile-ent.biz Mobile Entertainment has revived this popular music networking event and conference in association with the digital music specialist 24-7 Entertainment. Ringbacks pioneer Muzicall is also supporting the BAFTA event.

July 21st Casual Connect Seattle Seattle, US http://seattle.casualconnect.org Casual Connect Seattle brings together the most talented and

May 19th to 20th MEX: Mobile User Experience conference London, UK www.pmn.co.uk

Mobile Entertainment Markets (June 23rd-24th) is the Mobile Entertainment Forum’s annual exhibition and conference event, produced in partnership with Informa. After a few years away in Monte Carlo and Cannes, the event is coming back to London at the Queen Elizabeth II centre. ME will be an official partner. knowledgeable experts in the casual gaming August August 13th Edinburgh Interactive Festival Edinburgh, UK

This very popular event returns for the fifth time at a very apposite moment – with smartphones finally rising to the UI challenge. A MEX manifesto has been published already, and the awards are also scheduled to return.

edinburghinteractivefestival.com

Part of the Edinburgh Festival, the EIF will embrace game development, publishing and hardware.

September

June June 2nd-4th E3 2009 Los Angeles, USA www.e3expo.com The place to be for game publishers, developers and distributors.

30

April 2009

CTIA Wireless 2009 – The big US event brings key audiences such as enterprise users, solution providers, content owners and mobile distribution channels together to form strategic partnerships, service industry needs and create new innovations in wireless data. Takes place in Las Vegas, April 1st-3rd.

September 11th-15th IBC Amsterdam, Netherlands www.ibc.org The annual shindig for the broadcast TV business. There’ll be blinking lights everywhere, but also a growing mobile zone.

October October 5th-9th MIPCOM Cannes, France www.mipcom.com Back to Cannes for the annual event for ‘key decision-makers in the TV, film, digital and audiovisual content, production and distribution industry’.

October 6th-9th CTIA Wireless IT & Entertainment San Diego, USA www.wirelessit.com CTIA Wireless’s fall (that’s autumn for Limey readers) event arrives in San Diego for the first time.

October (tbc) Mobile Congress Asia Hong Kong

www.mobile-ent.biz

SOURCE: DATABOX

databox A selection of stats from across the mobile industry...

Data at the Booming double m-payment The market for messaging, internet and content will hit $340 billion by 2013, says Informa.

The market watcher predicts in its Mobile Content and Services 7th Edition report that the total revenue generated will virtually double from $183 billion in 2008.

It says that messaging and mobile internet contribute over 80 per cent of total data revenues at present. That makes the content download space worth around $35 billion.

Informa says the arrival into the market of Google and Apple, and the opening up of off-portal will have the biggest impact on the sector.

This rise of NFC, m-banking and mobile money transfer will generate 300 billion transactions worth more than $860 billion by 2013.

So says Informa, which estimates that of the $71 billion generated in 2008, a third was spent on purchases of mobile content.

However, it says that by 2013, over 95 per cent will be for physical goods and services with 445 million subscribers regularly using their phone for this purpose. Around 11 per cent of all handsets shipped will be NFC enabled and over 178 million subscribers will use them.

No end of high end

HSPA speeding past 290m

Smartphones are proving recession proof, with IDC reporting that Western European shipments leapt 26 per cent in 4Q08.

The firm’s European Mobile Phone Tracker found 9.3 million smartphones were shipped during 4Q08, up 25.9 per cent from a year earlier. For the full year, IDC says 31.9 million smartphones shipped, representing a 36.1 per cent increase from 2007.

The research giant attributes the growth to the sheer volume of device launches during the period, including the BlackBerry Storm, BlackBerry Bold, T-Mobile G1 and the HTC Touch HD. Of course, this growth has inspired Acer, Hyundai, Toshiba and others to join in too.

At present, Nokia is the market leader and accounted for 53.6 per cent of European shipments in 4Q08, followed by RIM, Apple, HTC and Samsung.

There were 100 million new HSPA connections in 2008 – the third year in a row that the 3.5G technology has added 100m new subs. 3G Americas says there are now 290 million HSPA users worldwide, compared to 186 million a year earlier. Subscriptions could reach 455 million by the end of this year.

Western European Smartphone Market Share, 2008 Company Nokia RIM Apple HTC Samsung Others Source: IDC

www.mobile-ent.biz www.mobile-ent.biz

Shipments (m) 16.98 3.80 3.57 2.77 1.38 3.43

Share (%) 53.2 11.9 11.2 8.7 4.3 10.8

Same old story Latest on Older people are indifferent to the mobile web, and they can remember when the internet was all fields.

According to research by the Consumer Cellular MVNO (which targets the older consumer), only five per cent of respondents regard the ability to access news, sports and weather as important, with just 10 per cent noting text services as a key feature.

browser war iPhone overtook Opera as the world’s most popular mobile browser during February, says StatCounter.

The researcher says Apple's device now commands 24 per cent of the global mobile browser market, followed by Opera with 22 per cent. Amazing given iPhone’s relatively low base.

Nokia has 18 per cent, iPod Touch 14 per cent, BlackBerry 5.8 per cent and Sony PSP 3.4 per cent.

April 2009 31

SOURCE: PRODUCT FOCUS

NEW STUFF A selection of new content, hardware and services...

Netbiscuits Available: Out now Creating a mobile website is a tricky business.

Compatibility can be a headache as a myriad of devices introduce variables that must all be accounted for. Issues with screen size, supported formats, markup language or OS can ruin the experience for some users, greatly reducing the likelihood of a return visit.

In the past, some publishers have built basic websites composed of text and weblinks. They work well with any device, but lack sparkle. The alternative is to make a fancy site and re-optimise it multiple times for different devices.

Neither is satisfactory, which is why Netbiscuits offers a web-based publishing API that creates mobile websites optimised to any mobile device on the planet. The platform implements CSS, scripting and AJAX to enable next-generation mobile website layouts and effects such as multicolumn layouts, sliding and fading.

Netbiscuits recently added full interaction for high-end devices such as the iPhone, Nokia Series 60, Blackberry and Android. A free 30-day trial can be found at www.netbiscuits.com.

IN A NUTSHELL: A mobile site building platform that nails the fragmentation issue.

Aspiro Music Solution Available: Out now Music streaming is growing fast, as flat rate online and mobile data bundles permit limitless archives of music. The fact that streaming music does not involve a physical download process means that there are no DRM issues. Great for both the record companies and consumers.

It is with these developments in mind that Aspiro developed its Music Solution, which offers music streaming and download to fixed or mobile platforms.

It’s an intelligent system, so any one of Aspiro’s 1.8 million music tracks can be streamed to a user’s device. But if the connection is lost then downloaded content can be played as an alternative, allowing for a seamless music experience.

Aspiro says a lot of interest has been generated by this software and that it’s currently talking to a number of operators about live launches.

A demo version of the Aspiro Music Solution with live capabilities is currently up and running and further information can be found at www.aspiro.com.

Metaflow Marketplace Available: Out now Metaflow’s Marketplace is a searchable catalogue of mobile apps. Providers can stock it with compatibility information, images, videos, descriptions and a single Nokia n95 demo build in order to give customers the chance to assess an app or even download an evaluation version.

Full reports show which apps have been viewed, when and by whom.

Until now it’s been difficult for advertisers and technology companies to link into a single catalogue that matches brands to the best available apps.

But adding new content to the marketplace from the Metaflow client involves almost zero resource, meaning catalogue updates are

32

April 2009

simple and advertisers have the potential to review every possible app.

In a competitive market every resource needs to be leveraged effectively to increase sales and reduce costs. Metaflow’s Marketplace provides accurate information on demand, automatically taking away the burden of many of the traditional account management tasks. This means that the sales channel can be managed profitably.

IN A NUTSHELL: An easily updatable, browsable content database that can match brands with the best available applications.

IN A NUTSHELL: A streaming music service to fixed or mobile platforms comprising 1.8 million tracks and a back-up download option.

Maximize your Media-Investment! #1 Media-Buyer in the Mobile Entertainment Industry

Media-Agent Global Media & Advertsing Network | +34 971 213 041 | www.media-agent.com/mobile USA - Europe - Latin America - Asia

M LH G R OU P

SOURCE: CHARTS

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

Tagging

Ringtones

Artists & handsets

Ringtones.com top Euro music tones, March

Song

Artist

Flycell US Top Ringtones, Feb

1

Just Dance

Lady Gaga

Song

Artist

2

Use Somebody

Kings Of Leon

1

Crack A Bottle

Eminem

3

Sex On Fire

Kings Of Leon

2

Beep

4

Let Your Love Flow

Bellamy Brothers

3

Mad

5

Broken Strings

James Morrison

4

Addicted

6

Breathe Slow

Alesha Dixon

5

7

The Fear

Lily Allen

6

8

Hallelujah

Leona Lewis

7

Kiss Me Thru The Phone Soulja Boy

9

Moving Eyebrows

Cadbury’s advert

8

Disturbia

Rihanna

10

Single Ladies

Beyonce

9

Right Now (Na Na Na)

10

Arab Money

Source: Mobilestreams 1

Laughing Baby

SFX

2

Giggety Giggety Goo

Family Guy

3

Moving Eyebrows

Cadbury’s advert

4

You Gotta Text

Gavin & Stacey

5

Only Fools And Horses

OST

6

Na Na Na Na

Fun Alerts

7

What’s Occuring?

Gavin & Stacey

8

Pick Up!

Gavin & Stacey

9

Mom, Mom, Mommy, Lois Family Guy

10

The Fatman’s Calling

Zed top truetones, 15th Jan - 15th Feb Song

Artist

1

American Boy

Estelle

2

Bohemian Rhapsody

Queen

4

Beautiful Girls

Leona Lewis Sean Kingston

5

Chasing Pavements

Adele

6

Cookie Jar

Gym Class Heroes

7

Cleaning Out My Closet Eminem

8

Fascination

Alphabeat

9

Do You Really Like It?

DJ Pied Piper

10

Disturbia

Rihanna

Source: Zed Zed games, 15th Jan - 15th Feb Game

Publisher

1

Trash Racer

Zed

2

Brain Coach 2

Zed

3

Bubble Boom Challenge

Zed

4

Bacterium

Zed

5

Block Runner

Zed

6

Planet Golf

Zed

7

Ninya Ninja: Rescue

Zed

Shine (CU720)

LG

Ne-Yo

3

CU920/915/Vu

LG

Saving Abel

4

SGH-I617 (Blackjack II)

Samsung

Turnin’ Me On

Keri Hilson

5

SGH-A767 (Propel)

Samsung

Ain’t I

Yung LA

6

SGH-A737/A736

Samsung

7

W580/i

Sony Ericsson

8

Razr V3r

Motorola

Akon

9

Super Slice (CDM-1450)

UTStarcom

Busta Rhymes

10

Razr V3xx

Motorola

Source: Flycell

USA realtone soundalikes, Feb

Shazam Tagging March 1 Dead And Gone T.I. Ft Justin Timberlake 2 Love Story Taylor Swift 3 Right Round Flo Rida 4 Show Me Love Steve Angello 5 Breathe Slow Alesha Dixon 6 Poker Face Lady Gaga 7 Use Somebody Kings Of Leon 8 Take Me Back Tinchy Stryder 9 I’m Yours Jason Mras 10 Don’t Upset The Rhythm Noisettes Source: Shazam

1

If I Were A Boy

Beyonce

1

Circus

2

Crush

David Archuleta

2

If I Were A Boy

Beyonce

3

Can You Hear Me

Enrique Iglesias

3

Live Your Life

TI ft Rihanna

4

I Hate This Part

Pussycat Dolls

4

Single Ladies

Beyonce

5

Green Light

John Legend

5

Just Dance

Lady Gaga

6

Disturbia

Rihanna

6

Whatever You Like

TI

7

Womanizer

Britney Spears

7

Love Story

Taylor Swift

8

The Man Who...

The Script

8

Let It Rock

Kevin Rudolf

9

Beggin

Madcon

9

Paper Planes

MIA

10

Single Ladies

Beyonce

10

Womanizer

Britney Spears

Source: Melodi Media

Video & wallpaper Fonestarz top videos, March

Fonestarz top wallpapers, March

1

Lady GaGa – Just Dance

1

2

Beyonce – Single Ladies

2

Pink Dolphin

3

Glamour Girl Greetings

3

Laser Skulls

4

Lily Allen – The Fear

4

Peek A Boo Monkey

5

Wii Fit Girlfriend

5

Colour Change Skeleton

6

Kid Cudi Vs Crooker – Day ‘N’ Night

6

Raver Skeleton

7

Brand New Sexy Cam

7

Love You Forever

Tinchy Stryder – Take Me Back

8

Animated Hearts & Roses

Raining Heart

8

Strett Basketball

Zed

9

Island Quest

Zed

9

Laughing Baby

9

Michelle Heaton

10

NBA Hangman

Zed

10

Kings Of Leon – Use Somebody

10

Disco Stars

April 2009

Britney Spears

Source: Melodi Media

8

Source: Zed

34

Kyocera

Bobby Valentino 2

South Africa realtone soundalikes, Feb

Ringtones Bleeding Love

Vendor

M1000 (Wild Card)

1

Music

Family Guy

Source: Mobilestreams

3

Model

Source: Flycell

Ringtones.com top Euro voicetones, March

Flycell US Top Download Handsets, Feb

Source: FoneStarz

Source: FoneStarz

www.mobile-ent.biz

SMARTPHONE ENTERTAINMENT CHARTS from Bplay.com Thru March 12, 2009 TOP 20 GAMES Title

TOP 20 THEMES Category

Publisher

Title

Category

Publisher

1

Texas Hold'em King 3

Cards/Casino

Magmic

1

iBerry 2.0 Today Plus

Next Gen

Magmic

2

Guitar Hero® World Tour

Action/Arcade

Magmic

2

iBerry 2.0

Next Gen

Magmic

3

Guitar Hero 3 Mobile

Action/Arcade

Hands-On

3

Cities of the World

Next Gen

Magmic

4

Monopoly

Action/Arcade

EA

4

Tinker Bell

Disney

Disney

5

Crash Bandicoot Nitro Kart

Action/Arcade

Vivendi

5

Beachfront

Animated

Magmic

6

Chuzzle

Puzzle

PopCap

6

FlowBerry

Next Gen

Magmic

7

Frogger

Action/Arcade

Konami

7

Solar Slideshow

Next Gen

Magmic

8

Call of Duty 4: Modern Warfare

Action/Arcade

Glu Mobile

8

Saltwater

Animated

Magmic

9

Mahjong Solitaire

Puzzle

Magmic

9

Tranquil Garden

Animated

Magmic

10

The Sims 2

Puzzle

EA

10

Deep Blue 2.0

Animated

Magmic

11

Are You Smarter Than A 5th Grader?™

Cards/Casino

Capcom

11

Fireplace

Animated

Magmic

12

Brain Tester 24 Pack

Cards/Casino

Digital Chocolate

12

Reflex Color Today

Today

Magmic

13

Golden Tee Golf Mobile Edge

Cards/Casino

Infusio

13

Mickey and Minnie

Disney

Disney

14

Bookworm

Strategy/Board

PopCap

14

iBerry 2.0 Today

Today

Magmic

15

Sudoku

Puzzle

Magmic

15

Mickey

Disney

Disney

16

Spades

Sports

Magmic

16

Pooh and Tigger

Disney

Disney

17

Wheel of Fortune Deluxe

Puzzle

Sony/Handmark

17

iBerry Neo Today Plus

Next Gen

Disney

18

Mini Golf 99 Holes

Puzzle

Digital Chocolate

18

Explorer

Next Gen

Magmic

19

Super Street Fighter 2

Puzzle

Capcom

19

Amaranth Zen

Zen

Magmic

Cards/Casino

Magmic

20 Tickled Pink Today Plus

Next Gen

Magmic

20 Ka-Glom

THE GETCHART – FEBRUARY 2009 GetJar – Apps for everyone!

TOP 20 APPLICATIONS

TOP 20 DEVICES

TOP 20 DEVICES

(downloaded)

(North America)

(Europe)

Application

Category

1

eBuddy

Email & Messaging

1

Samsung Instinct M800

1

Sony-Ericsson K800i

2

Nimbuzz

Email & Messaging

2

LG CU920

2

Nokia N70-1

3

Opera Mini Web browser

Productivity

3

BlackBerry Storm 9530

3

Nokia 6300

4

mig33

Email & Messaging

4

Sony-Ericsson W580i

4

Nokia N95

5

MajiPlayer Music Player

Music

5

Nokia 6120c

5

Nokia N73

6

Google Maps for mobile featuring Latitude

Maps

6

LG CU720

6

Sony-Ericsson W910i

7

Super Bluetooth Hack

Lifestyle

7

Nokia N73

7

Samsung SGH E250

8

Dictionary

Information

8

Nokia N70-1

8

Nokia N95 8GB

9

MagicBlueHack

Lifestyle

9

BlackBerry 8100

9

Sony-Ericsson K550i

10

qeep

Email & Messaging

10

Nokia 5310 XpressMusic

10

Nokia 5310 XpressMusic

11

Bluetooth File Transfer OBEX FTP

Productivity

11

Motorola MOTOROKR Z6m

11

Sony-Ericsson K810i

12

Yamee

Email & Messaging

12

BlackBerry 8310

12

Nokia 6630

13

KD Player

Music

13

Motorola V3r

13

Sony-Ericsson W580i

14

Facebook Mobile

Social & community

14

Nokia 6300

14

Nokia 6500s

15

YouTube

Entertainment

15

Motorola RAZR V3a

15

Nokia 3110c

16

FileExplorer

Productivity

16

BlackBerry 8320

16

Sony-Ericsson K530i

17

Strands Social Player

Music

17

BlackBerry 8330

17

Sony-Ericsson W200i

18

Windows Live

Social & community

18

Nokia N95

18

Nokia 5200

19

Filelock

Productivity

19

Sony-Ericsson W810i

19

Sony-Ericsson W810i

20

GlassPlayer music player

Music

20

Nokia 5300

20

Sony-Ericsson W880i

Devices

Devices

SOURCE: OPERATORS

NETWORK SUBS Key operator subscriber numbers from around the world Operator

Subscribers

Operator

Western Europe UK

Vodafone

18,537,000

Mobile TeleSystems

T-Mobile

16,794,000

VimpelCom

42,200,000

3 (includes Ireland)

4,868,000

Kyivstar GSM

23,456,000

Ukrainian Mobile (MTS)

19,910,000

O2

413000

3

1,892,000

Italy

France

Greece

Israel Netherlands

Ireland

Sweden

Norway Germany

Denmark

Belguim

Poland

Portugal

Switzerland Spain

Eastern Europe Czech Republic Russia

Subscribers

Country

Country

O2

19,080,000

Orange

15,815,000

Vodafone

23,068,000

Ukraine Slovakia Asia Pacific Australia

54,420,000

3

8,450,000

Wind

16,400,000

Optus

7,238,000

TIM

35,274,000

Telstra

9,300,000

Orange

24,524,000

Vodafone

3,740,000

SFR

19,300,000

China Mobile

457,250,000

Bouygues

9,300,000

Vodafone

5,542,000

China Hong Kong

China Unicom

133,365,000

3

1,276,000

Smart tone

1,118,000

Bharti Airtel

85,650,000

Cosmote

6,280,000

Wind

16,400,000

Cellcom Israel

3,117,000

BSNL

46,228,000

Pelephone

2,400,000

Idea Cellular

34,210,000

Vodafone

4,360,000

Tata Indicom

31,763,997

T-Mobile

4,900,000

Reliance

61,345,000

KPN

1,937,000

Vodafone

2,247,000

India

Japan Thailand

NTT DoCoMo

54,155,100

AIS

26,774,000 18,213,000

O2

1,713,000

Dtac

3 (includes UK)

4,868,000

True Move

12,448,000

Meteor

1,002,000

Singtel

2,870,000

3 (includes Denmark)

1,079,000

StarHub

1,742,000

Telenor

1,837,000

MobileOne

1,631,000

Tele 2

3,118,000

Djuice (Pannon)

3,475,000

Movistar

14,652,700

Telenor

2,396,000

Vivo

42,276,000

Netcom

1,580,000

Vodafone

34,412,000

T-Mobile

36,000,000

O2

13,978,000

Singapore

Latin America Argentina Brazil Mexico North America Canada

Claro

35,668,000

Telcel

54,381,000

Movistar

14,662,000

E-Plus

17,027,000

Bell

6,449,000

Debitel

13,140,000

Rogers

7,338,000

3 (includes Sweden)

1,079,000

Telus

5,981,000

TDC

3,011,000

Sonofon

USA

Sprint

50,031,035

1,783,000

T- Mobile USA

32,100,000

Mobistar (Orange)

3,752,000

Verizon Wireless

70,800,000

BASE

3,241,000

Alltel

13,319,000

Belgacom Mobile

3,705,000

US Cellular

6,200,000

Vodafone

2,642,000

AT&T

74,871,000

Orange

14,054,000

T-Mobile

13,000,000

Vodafone

5,267,000

TMN

6,732,000

Optimus

3,058,000

Orange

1,510,000

Vodafone

16,039,000

Movistar

23,436,000

Orange

11,224,000

T-Mobile

5,300,000

O2

5,187,000

Megafon

41,740,000

www.mobile-ent.biz

Africa Algeria Egypt Morocco Nigeria South Africa

Algerie Telecom

2 880 538

Wataniya Telecom

4,989,491

Vodafone

15,202,000

ECMS

18,911,000

Ittissalat Al-Maghrib

13,327,000

Globacom

22,000,000

MTN Nigeria

20171000

MTN

16,173,000

Vodacom

36,000,000

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

April 2009 37

MOBILE MARKETPLACE

MOBILE

DEVELOPER

MARKETPLACE

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VIDEO/PICTURE AGGREGATION

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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

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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

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MOBILE MARKETPLACE

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April 2009

CONTENT PROVIDER

GAMES DISTRIBUTOR

LOCALISATION

MOBILE ANALYTICS

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MOBILE MARKETPLACE PUBLISHER

COMPANY SPOTLIGHT

Elite Systems GAME DEVELOPMENT STUDIO

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In the ‘80s, the British developer Elite Systems dominated the gaming landscape. There was not an Amiga or Commodore 64 gamer in the land who didn’t own an Elite title such as Paperboy, Commando or Bombjack.

These successes lead to the company being awarded the ‘Software House of the Year’ in 1986. Four years later, further recognition came when the codeshop became one of the first European firms to develop games for the Nintendo Entertainment System.

After further successes in the arcade sector and with the Sony Playstation format, 2001 saw the firm return to Nintendo as it developed software for the Game Boy Advance.

In subsequent years Elite built on its expertise in portable gaming with deals to develop games for varius PDAs and, inevitably, mobile phones. In 2003, the company signed an agreement with Vodafone that enabled the network to distribute Elite’s Java-based games to its 150 million subscribers.

It was the first of many such deals. After securing the rights from 20th Century Fox to develop its Aliens vs Predator franchise, for example, the company signed a distribution deal with T-Mobile.

Now, in 2009, with 25 years of continuous operation behind it.

and mobile games including RType, Double Dragon, Ikari Warriors, Chuckie Egg and other classics in its current portfolio, Elite is returning to its roots as it develops a 25th Anniversary version of Paperboy for mobile platforms.

The game is to be published later this year by In-fusio as Paperboy: Wheels on Fire. Middle aged gamers all over the world will be rubbing their hands.

Today, Elite is a highly regarded developer and publisher of portable games. Its place in the history of gaming is assured. Yves Guillemot, CEO of Ubisoft, recently credited Elite as one of the key reasons for his founding of Ubisoft. Praise indeed.

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MOBILE MARKETPLACE ADULT CONTENT

INTERACTIVE MOBILE SOLUTIONS

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SOFTWARE DEVELOPER

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CONTENT DISCOVERY

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MOBILE MARKETPLACE MOBILE GAMING PARTNERSHIPS

COMPANY SPOTLIGHT

MOBILE BROADBAND

26CONTENT The adult industry has seen steady growth over the last decade. It’s well known that adult content can generate very high sales with a very small initial investment. It has been estimated that every second 28,000 internet users are viewing pornography and that the industry generates revenues of $180,000 every minute.

In fact, the adult internet industry is one of the few success stories of the sector in commercial terms and well-positioned to withstand the current economic climate – a stark contrast to the music industry, for example.

Now, the mobile internet access has greatly expanded the potential user base for adult content on the web. Research firm Juniper has predicted that, by 2010, revenues from the sector will reach nearly $3.5 billion (£1.9 billion).

Future growth is anticipated from a number of sectors. Despite being the world’s largest producer of adult content, the US mobile adult services market is currently underdeveloped due to trenchant operator restrictions on portal content, while Eastern Europe has seen a much higher uptake than www.mobile-ent.biz

previously expected. Western European consumers are widely expected to continue to be the largest consumers of mobile adult content, with revenues predicted to reach around $1.5 billion for the region by 2012.

Given the potentially large profit margins for the industry, it is no surprise that there is now an estimated 420 million adult web pages on the world wide web and with the proliferation of adult content websites, the need for adult content providers has grown.

26Content is one such provider.

A visit to its website will reveal a catalogue of nearly 30,000 pictures and around 7,500 minutes of video clips of hardcore content from a variety of formats such as solo, straight, gay, lesbian and fetish.

In terms of pricing, a mobile clip will cost licensors upward of €29, although the purchase includes licensing for both web and mobile retail stores and allows for a limited number of TV uses as well.

Additionally a full package of 150 mobile video clips can be purchased complete with licensing for €1,299, while high definition content can be had for €1,450.

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MOBILE MARKETPLACE AFFILIATE PROGRAMS

LOCALISATION

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

GAMES DEVELOPER

PUBLISHING PLATFORM

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 ® 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.

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MOBILE MARKETPLACE VALUE ADDED SERVICES

COMPANY SPOTLIGHT

KATINA LEISURE SOFTWARE DEVELOPER

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

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Formed as a dedicated mobile-only content publisher in 2005, Katina Leisure has built upon its foundations as one of the UK’s most commercially successful offportal wireless service providers, and has recently expanded its innovative adult affiliate programme to offer services internationally.

Katina’s openly stated strategy has been based almost entirely upon the tried and much trusted internet re-seller model, which continues to generate hundreds of millions of dollars annually for webmasters and their affiliates on the fixed line internet.

“The obvious gap in the market was to create a mobile affiliate programme,” says Katina MD Steve Shields. “We set out to provide end users with a similar experience on their mobiles to what they have become used to on the web, while offering our affiliate partners the opportunity to extract greater value from their existing traffic, and attract all-new users.

We succeeded on all counts.”

Katina believes the real driver of the mobile internet is the user and, specifically, handset replacement.

As consumers upgrade their phones they demand an improvement in services. Many existing sites are proving inadequate, so demand for mobile optimised sites is increasing.

“In meetings with new clients, I always begin with the same introduction. I inform my guests I’ve no Breitling wristwatches as gifts, no silver plated pen sets, or goodie bags of any kind,” jokes Shields. I add that I’ll not be inviting them for dinner afterwards, either. I tell them, instead, I am offering up to 90 per cent in revenue share payments, a free set-up, and no running costs.

That always focuses their attention.”

By offering affiliate partners a fast, risk and cost free set-up, combined with some very high pay-out rates (up to 90 per cent), as well as an integrated SMS remarketing programme, which sits on the back of the content services platform and automatically repromotes additional services to opted-in affiliate customers, Katina Leisure is confident its business strategy is a winner.

It is little wonder, then, that the company claims to be attracting so much industry attention, and describes itself as a ‘one to watch’ in 2009.

April 2009 45

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

(Dis)content

favourites Dominic Pride, Director of Product Marketing, Shazam Which phone do you currently own?

Vodafone V1615 for mail and GPS. Also have an iPhone and a G1 to demo Shazam.

What’s the best phone you’ve ever had?

Sharp GX10. It played realtones. The joy!

ME – now with horoscopes and gossip Since ME changed to glossy pictorial covers we’ve been looking an excuse to put our favourite babes on the front. Tim is waiting for a Penelope Cruz opportunity, Stu wants Megan Fox. But we’re working for the wrong ME. We should join Montreal Extraordinaire. Even the logo is similar.

Ben in show

Dog emerges from Apple

Mofilm’s Ben Phillips has gone to the dogs. Yes, the former MoMac man is breeding crazy. He was at Cruft’s last month showing his Hungarian Vizsla. If they can sniff out stories too, we’ll buy one.

They say the iPhone camera is crap.

But this pic surely disproves it. It looks like the dog is actually emerging fully formed out of the screen. Mind you, Apple really does need to make the iPhone smaller, eh?

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

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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

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April 2009

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

Qualcomm’s lead guitarist The news that Kylie Minogue had checked into a Barcelona hotel at the same time as MWC was in town was of particular interest to Qualcomm’s MD of Plaza Noam Raffaelli.

Not because he’s a connoisseur of ‘80s Australian soaps, but because the suited exec used to play guitar in her touring band.

Looked a bit alarmed when we asked him about it, mind. Can’t think why. Playing guitar in the world’s biggest venues? What could be better?

What phone would you like next?

The Nokia N97 with Comes With Music. I dreamed of such a device when mobile music was a pipe dream.

Current ringtone?

U2: Pride (In The Name of Love).

Wallpaper?

A photo of my kids, Emily and Oliver.

Favourite mobile apps?

Samsung’s BeatDJ. Favourite mobile sites?

Twitter.

Anything you’d pay for on a mobile that you can’t get?

The ability to move T9 between devices.

Worst idea in mobile?

DRM on a la carte music.

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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