Mobile Entertainment Issue 51, May 2009

FOR EVERYONE IN MOBILE CONTENT

MAY 2009 ISSUE 51

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MOBILE ENTERTAINMENT

Open door Niklas Savander spells out Nokia’s content vision as the Ovi Store finally goes live

ISSUE 51 May 09

Nokia’s open door

News 4-6

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Features 8 Meet-Up returns New! Improved! With better networking and a free drink thrown in

11 Good design is in your hands How do you make your mobile site better?

Wapple lays it out

12 Full FX Can Sun hit back against fragmentation with JavaFX?

17 Reel networks Can made-for-mobile film ever make it?

14 Nokia at your service

20 Here and Now

ME speaks to Nokia’s Niklas Savander on the eve of Ovi’s launch

Speakers confirmed for the Mobile Music Now event. Be there!

22 The metrics system Time to analyse the analytics The murderous Cat Bastard purrs on page 17

Reference Section 26 Appointments 29 Games Spotlight 30 Shows 31 Databox 32 Product Focus 34 Charts 37 Network Subs 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: 50,379 (Google Analytics) Email news digest subscribers: 13,869 Need to get your message across? Work with Mobile Entertainment magazine to maximise your exposure and reach all sectors of the industry, using print, online and events.

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

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y any measure Nokia has had a turbulent last 24 months. In summer 2007, the Finnish giant was bossing the smartphone market with a smash hit Nseries range; its N96 handset was the go-to device for every business exec who didn’t fancy a BlackBerry. And in the feature phone space, Nokia was locking up the market, and thereby making regions like India its own. At the end of 2007 its market share tipped 40 per cent.

Today, the climate is very different. Nokia launched a series of ho-hum devices in 2008 and is getting battered in the smartphone space by RIM and Apple. As ME went to press, the firm was confirming an alarm profit fall of 90 per cent in Q1. At the end Ignoring Ovi Store of 2008, its because the iPhone overall market looks cool would be share was a massive mistake. down to 38.6 per cent. Isn’t that awful?

Well, maybe if you’re a major Nokia shareholder. But 38.6 per cent is still over 400 million units a year, and a fine platform for launching what will be the world’s biggest app store in addressable devices. I’m speaking, of course, of Ovi Store, which goes live this month and will be downloadable immediately to 50 million users on 25 devices – and 300 million phones a year by 2013.

There are so many ways in which Ovi (Finnish for ‘door’) will be inferior to Apple’s App Store. It won’t look as nice or as consistent (how can it be across so many different form factors?). There may be countries where operator billing will be spotty and where credit cards are largely irrelevant.

But we’re talking about hundreds of millions of phones here. I read recently of a developer event in Silicon Valley at which someone asked the panel who was developing for Ovi. There followed a bemused and embarrassed silence from the assembled coders. This is US-centric iPhone-fixation gone mad.

Whatever its recent track record in devices, Nokia has an excellent record for developer support (ask a Forum Nokia member) and a vast user base. Ignoring Ovi Store just because iPhones look cool would be a massive mistake.

Still, I’ve no doubt plenty will make it.

Tim.Green@intentmedia.co.uk

May 2009 3

NEWS

Coming soon: ME Awards 2009 October 1st date and a return to the Royal Garden Hotel confirmed for industry showcase THE countdown to the 2009 ME Awards has begun, with this year’s starry night taking place on October 1st.

It’s back to the Royal Garden Hotel in Kensington, West London for the single biggest party in the mobile content calendar.

Since its debut in 2006, the ME Awards event has become the industry’s premier night for celebrating achievement and innovation. It’s simply a bloody great night out.

As before, we will be handing out gongs for success in services, development/publishing and handsets/operators. There will also be an ‘outstanding contribution’ award for a special industry individual.

But please don’t send in nominations yet. Full instructions will appear in the June issue of ME magazine and on the web site. For details of ticket sales and sponsorship please contact Jodie.holdway@bhpr.co.uk or call +44 (0)1462 456780. www.mobile-ent.biz

Check out the sheer physical beauty of the attendees at last year’s ME Awards – except ME’s Stuart O’Brien

Micropay way to play Virgin USA goes Russian publisher proves potential of free gaming MOSCOW-based Dynamic Pixels has built a user base of over 1.4 million for its micropayment-funded game series AquaPhone – and is now looking to target international markets.

The company has built this audience in two years across four versions of the tamogotchi-style game (called AquaSim in Russia).

Games are given away free via portals and operator partners but players can buy credits for enhanced gameplay using PSMS. Partners receive a rev share on every credit.

The publisher claims to have generated well over $1 million even after onerous Russian operator shares have been deducted. Pavel Liskin, Dynamic Pixels’ international business development manager, said: “Most games are played for

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Nothing fishy about the ongoing success of the AquaPhone games

a few hours and that’s it.

But we have customers who are still playing AquaPhone after two years. And they’re buying credits all the time.”

Dynamic Pixels has since launched a second micropayment game, Wireless Tanks, and will roll out a third product within weeks. Wireless Tanks generates up to $13 a month in ARPU. These games have been distributed in Indonesia,

Thailand, Philippines and Taiwan. Following a January launch, there are now 10,000 players in Poland.

The firm is now looking to achieve wider distribution.

Dynamic Pixels may be ahead in micropayments games space, but it’s not alone. Former Telcogames founder Jamie Conyngham is establishing a company called thedojo dedicated to the same strategy. www.softdp.com

to the Opera OPERA Software clinched its biggest US carrier deal when Virgin Mobile USA agreed to distribute its Opera Mini browser on eight handsets.

This marks a US breakthrough for Opera, which has previously worked with the defunct Helio MVNO and is present on one Samsung handset with Sprint. Globally, it has existing arrangements with 28 operators (nine of which own-brand the browser).

Such partnerships contribute one of three revenue-generating channels for the Norwegian company.

The others are OEM deals and customising the browser with paid-for links.

Opera’s CEO Jon S von Tetzchner said: “I can see that operators all over the world, and more recently in the US, are embracing the open mobile internet. So I’m

Tetzchner: Very tall in real life

confident we’ll make many more carrier agreements in the future.”

Opera now has more than 20 million unique users of its Opera Mini browser, while its Opera Mobile browser is embedded in over 125 million phones. It recently launched a new version of its Turbo desktop browser. www.opera.com

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Ovi Store: 20,000 products at launch Viewty two-ty LG has confirmed the eight megapixel second coming of its huge selling touchscreen favourite, the Viewty.

The South Korean vendor launched the first Viewty in 2007. Back then it was one of the first alltouschcreen devices, and has since sold over five million units.

The Viewty II, otherwise known as the Viewty Smart, has been scheduled for a summer launch. It manages to pack that eight megapixel camera into a 12.4mm thick casing. www.lge.com

Nokia’s big app store play to open this month and the shelves look pretty full already TWENTY months after its announcement, Nokia Ovi Store is ready to go live, and it will do so offering over 20,000 apps from day one.

The Finnish handset maker confirmed the figure in an exclusive interview with ME. It wouldn’t specify the number of developer partners, but it hinted at many thousands.

Niklas Savander, EVP of Nokia Services, said: “I can’t say how many partners we have at present, but I can say that it doesn’t require many products per company for us to hit 20,000.”

This month Ovi will be downloadable to an addressable base of 50 million users on 25 devices.

It will be embedded into the N97, which ships in the

summer, and most series 60 and series 40 launches thereafter. Nokia expects 300 million phones a year to integrate the store by 2013. Committed publishers include EA, Facebook, Fox, Lonely Planet, Shazam and others.

To promote developer support, the Forum Nokia community launched an Ovi Store instructional video that walks developers through the process of how they become a publisher on Ovi, submit content, get access to Forum Nokia developer support tools and resources.

The company also confirmed it is working on an Ovi Store promotional

[IN BRIEF] Metaflow chases Fox Fox has contracted content ingestion specialist Metaflow to get its catalogue submitted more quickly to operators around the world. With this deal, Fox will join a list of publishers such as EA Mobile, Namco Bandai and Player X in working with the Metaflow system.

CTIA shrinks by 15 per cent The economic downturn and a close proximity to Mobile World Congress contributed to a dramatic fall in visitor numbers to the CTIA spring show. Attendance was down from 40,000 in 2008 to 34,000 this year, but CTIA says the exhibitor number held steady. The number of booths was around 1,000, which roughly equalled the spring 2008 count.

CTIA put a positive spin on this in a tough economic climate.

Games format excess

project with cult TV show Heroes creator Tim Kring.

There are too many games development platforms, according to a poll of industry execs by TMRC. Its Mobile Games Industry Experts Panel says Palm, iMode/Doja, NGage, Symbian, BREW and even Java all face ‘serious long-term challenges’. Only 15 per cent of the 147 respondents felt Palm was ‘here to stay’, 43 per cent saw Nokia's NGage as a ‘fading star’ and 22 per cent said Java/J2ME was ‘unlikely to be around in five years time’.

www.ovi.com

Android and a half Lingerie Football League: as if feminism never happened

Betting moves to the browser

This licence is pants AS A sport it’s crap, but then it is played by models in underwear. And now Lingerie Football League is to be brought to wireless exclusively by Fox Mobile.

Lingerie Football League is based on the Super Bowl half-time Lingerie Bowl event in which hot babes ruck and tackle each other in skimpy underwear. The www.mobile-ent.biz

league version will kick off in September with ten franchises competing through a 20-week season.

Under the agreement, FMD has exclusive rights to distribute content including wallpapers, video clips and interviews as well as behindthe-scenes footage via its own channels and on-deck. www.foxmobile.com

MOBILE gambling specialist Spin3 is expecting a big pay-out from browser-based play.

The Israeli firm has upped its commitment to mobile web-based gambling in recent months, announcing games such as Blackjack, Roulette and Tomb Raider for iPhone and G1 browsers.

Because they're played online, the games eliminate the need to download and install. Spin3 says this can reduce the number of clicks needed to start playing from up to 12 for apps to just three.

Matti Zinder, head of Spin3, said: “We’re all about reducing barriers to play and browser-based play is really helping here.

It’s giving us the potential to reach hundreds of thousands of players.”

Google has given developers an 'early-look' at the latest version of its Android SDK. Version 1.5 is based on the cupcake branch soon to hit Android phones, featuring home screen widgets, an on-screen keyboard, live folders and speech recognition. The SDK's structure itself has also changed: from now on, SDK releases will include multiple versions of the Android platform, meaning that developers can target different platform versions within the same SDK.

tapMatch play

Zinder: “We reduce barriers”

Zinder remains optimistic about the mobile gambling space, despite regulatory obstacles. He said: “We can develop alternatives such as play for points, subscriptions, prize-based tournaments and so on to give people to the opportunity to join in even where regulation forbids more traditional gambling.” www.spin3.com

JumpTap has launched a new mobile ad marketplace that replicates Google’s AdWords skewed for mobile. tapMatch lets marketers bid on keywords and categories to run ads that appear on mobile web pages, above search results and in applications including iPhone. Jumptap believes tapMatch offers improved targeting to specific phones or operators, demographics or geographic location.

Subs slowdown The growth in mobile subscriptions will fall by more than half to 8.9 per cent in 2009, said In-Stat. It believes that although mobile shipments and subs have held up relatively well during the recession, the outlook is less rosy. In-Stat says subs grew 19.3 per cent in 2008, but that this will slip to 8.9 per cent in 2009 and 6.3 per cent in 2010. Handset shipments will fall 20.5 per cent in 2009.

May 2009 5

NEWS

Speaking of Mobile Music Now Execs from Sony Music, O2, Ogilvy, Nokia and more to speak at ME’s music conference REPRESENTATIVES from every link in the value chain will speak at ME’s Mobile Music Now event.

There will be a keynote presentation by Barney Wragg, formerly head of digital at EMI and a senior VP at Universal. Having been a label insider and now a consultant on the ‘outside’, he should have some fascinating insights into label culture, what works and what doesn’t.

Music Ally, the highly respected industry analyst, will then give an overview of the market and deliver highlight statistics from its recent industry report and consumer research projects.

All attendees will receive a copy of this presentation.

ME will soon confirm the final keynote speaker – a musician and entrepreneur who will give insights into the potential of mobile as a tool for artists.

Meanwhile the panel session speakers have been

What a line-up we’ve secured. They know their stuff, but let’s hope they disagree really violently

chosen to represent every part of the music value chain. The participants are: Alex Vlassopulos, head of business development (digital), Sony Music Antony Douglas, head of content, 02 Telefonica Jonathan MacDonald, consultant at OgilvyOne Tim Grimsditch, head of global product marketing (music), Nokia

Frank Taubert, CEO, 24-7 Entertainment The Mobile Music Now event takes place on July 9th at the BAFTA theatre in Central London. Over 150 senior professionals from the mobile space are expected to attend on the day, with delegates drawn from operators, handset manufacturers, record labels, service providers and more.

The event is being sponsored by 24-7 Entertainment, the power behind Omnifone’s Music Station subscription service and the TDC Play offering.

24-7 is the platinum partner and will be joined by the ringbacks firm Muzicall, which has signed up as a gold sponsor.

Delegate places cost only £259 + VAT. For general

information, please contact Tim.Green@intentmedia.co. uk or call +44 (0) 1992 535 646. For sponsorship opportunities, please contact Tom.Roberts@intentmedia. co.uk or call +44 (0) 1992 535 647. For delegate bookings, please contact Rob.Baker@intentmedia. co.uk or call +44 (0) 1992 535 647. www.mobile-ent.biz

App store epidemic spreads to Asia SK Telecom launch proves even Koreans are not too advanced for app store ethos

It was difficult, but we managed to find a pic of a Korean girl holding a mobile phone

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SOUTH Korea’s biggest mobile phone operator, SK Telecom, will launch its own app store in September.

This surely has to be the crowning achievement of the app store idea, since Korea is – with Japan – the most sophisticated mobile content territory in the world. With services like Melon (music rental, subs and downloads), Tu Media (broadcast TV) and Nate (content portal), SK is miles ahead of most Western operators.

But still the app store prevails.

The SK version will be an an open market that will give developers a platform to create content set their own prices. No rev share or registration fee details have been announced yet.

Oh Se-hyun, head of SK Telecom’s convergence and internet services unit, said: “We confident that our app store will inject new energy in the content development industry.”

SK’s announcement comes at a time of escalating activity in app stores, highlights of which include: Apple’s confirmation of one billion apps downloaded (see databox).

Nokia’s launch of Ovi store (see separate news story).

T-Mobile USA’s announcement that G1 owners have downloaded an average 40 apps each from Android Market.

Blackberry App World’s formal launch at CTIA. www.sktelecom.com

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eee ^]QYSbSf^`Saa Sc Pocket Express is the Gateway to Monetising Mobile Data HandmarkŽ introduces the new, fifth edition of Pocket Express - the leading on device news and information service with a built in mobile application store – now featuring free localised content in 8 languages.

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MEET-UP

is coming back!

New and improved, ME’s Meet-Up networking party returns on June 10th with MIG as its sponsor...

The format With its private alcoves, the 24 club offers up to four sponsors the opportunity to entertain their own guests. Sponsor areas are private, with stylish seating and interactive walls that can display product and brand imagery. A drinks service is provided. The main bar area is populated by guests that apply to ME for an invitation.

Meet-Up 6pm Wednesday, June 10th 24 London, 24 Kingly Street, London, W1B 5QP

Want to attend?

The sponsor: Mobile Interactive Group

Places at Meet-Up are shared between the sponsor and the ME readership. We expect demand to exceed supply, and we will allocate places on a lottery basis. To RSVP, please send an email to: Meetup@intentmedia.co.uk

We’re delighted to confirm Mobile Interactive Group (MIG) as the sponsor of the first new Meet-Up. MIG is the fastest growing privately-owned technology company in the UK serving the mobile and digital interactive markets. Businesses include:

Include your full name and job title. We will email you back by the end of May to tell you whether your application has been successful.

There’s no charge to come along.

Billing, messaging, services provision and mobile marketing – Mobile Interactive Group Mobile advertising – 4th Screen Advertising Multi-channel digital and applications solutions – Jigsaw Experiential design and live events – New Toy Meet-Up will be used to unveil two new businesses within MIG.

Why not sponsor?

Imagine hosting your own product launch party but getting someone else to do all the work. And then imagine getting masses of exposure in the world’s leading content trade publication and website into the bargain. This is what Meet-Up does. Contact Tim Green at 01992 53546 or email tim.green@intentmedia.co.uk

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MOBILE SITE DESIGN

A site more sticky Wapple’s web-based tools have created mobile sites for a list of clients from Metallica to The Washington Post. Here, Wapple sales director Jonathan Viney sets out ten tips for wannabe mobile site creators…

This young lady is clearly pleased with her mobile site experience, but it could all have been so different and that sweet smile coud have turned to cold rage

Brand and content integrity is key to your success. Make sure your mobile website actually renders perfectly to every phone, whatever the manufacturer or network. A distorted logo or poor styling reflect badly on brands and disassociate customers.

This kind of ‘fragmentation’ is one of the major obstacles to mobile site owners, but it can be tackled.

Don't use open source mobile device databases. Device profiling is only as reliable as the data stored in the system. And the data is only as reliable as its source, so carefully consider how the data is assembled and who has access to the system.

Use existing web content where appropriate. It makes financial and business sense to make sure you can easily optimise your existing web data, logic, content and applications for mobile devices without having to recreate them for mobile web. www.mobile-ent.biz

Don't just build for the iPhone. It’s tempting to follow the hype and become fixated on high-end devices.

Smartphones are nice, but they don’t represent the entirety of the worldwide marketplace. You should be able to serve the best experience for every handset from one single site, regardless of capabilities and network standards. If you’re finding yourself building multiple sites to serve different handsets then you’re on the wrong track.

exactly where your visitors are coming from, what handsets they use, operator they subscribe to, and what they do on your site.

Present targeted information. With the benefit of the above metrics, you should be able to maximise the value of your site by presenting specific content for specific groups of users or at an individual level.

Choose a technology provider you can grow with. Consider where your mobile presence will be in the future.

Pick a partner who is moving forward rather than flogging old technology.

Click to call. Some sites are for branding purposes, others include a specific call to action. Site owners should make sure their provider can identify handsets correctly and deliver features such as click to call or click to buy.

Deliver targeted marketing campaigns. Metrics are vital for any marketing-led activity, such as mobile site creations. So make sure you can track and report on your varying campaigns. You’ll want to know

Expect to make dynamic changes through a user-friendly content management system. A web-based content management should enable the user to make changes to your site as and when needed. And it should

make these functions simple enough for non-technical staff to understand.

So don’t find yourself fighting an authoring tool. Pick one that allows you to realise your vision efficiently and effectively.

Don’t pay over the odds. There are plenty of mobile web technology companies that will charge you a fortune for mobile site management, offering to build a multitude of sites using proprietary systems. They are a dying breed now that mobile internet technology has evolved and the mists have cleared. The mobile web is now available to all brands, business and agencies just as it is now available to just about every consumer.

May 2009 11

JAVAFX FOCUS

Sun in full FX

The big talking point at this month’s JavaOne event will surely be JavaFX, Sun’s attempt to reinvigorate its platform and hit back at iPhone, Flash, Silverlight and other alternatives. Param Singh, senior director of JavaFX marketing, offers his thoughts…

WRITE once, run anywhere. It was the original promise of Java, and it was broken. To this day, Java (more precisely its mobile variant J2ME) remains the dominant platform for games and apps on mobile. But the inability to write once and run anywhere has meant that fragmentation – and therefore costs – have soared out of control. Meanwhile, the rise of iPhone and of SVG technologies such as Flash and Silverlight has upped the pressure on Sun to do something about Java.

Its response is JavaFX, a product that Sun describes as ‘a scripting language designed to bring the benefit of Java to creative professionals and web authors – independent of the device targeted.’ We asked Sun’s senior director of JavaFX marketing, Param Singh, to elaborate… oday, end users expect their mobile or desktop apps to be functional, and also provide an immersive user experience. They want video, audio, 2D and even 3D graphics, animation and a host of other features and capabilities.

As a result, developers are seeking the most efficient way of building apps that operate seamlessly across multiple web browsers, OSs and devices without having to port or rewrite them for each configuration This is where JavaFX comes in.

JavaFX combines the best capabilities of the Java platform with immersive media functionality into a one-stop development environment.

It delivers rich content via a simple but powerful scripting language.

JavaFX is unique in that it provides a unified development and deployment

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model, which helps achieve a consistent look and feel for apps whatever the device. It also contains tools and technologies that enable developers to collaborate, create, and deploy apps with expressive content.

This means developers can work with other team members such as designers and media authors to exchange assets and thereby shorten the production cycle.

In this way, developers can build their apps based on samples that the designer creates. Plug-ins for Adobe Photoshop and Adobe Illustrator export graphic assets to JavaFX format. The developer can then incorporate changes as the design evolves and update the final version to their app.

Meanwhile designers save their graphic to JavaFX format and compare how it will look in desktop and mobile applications, and they can view metrics that help them minimise resource demands.

Developers can also leverage any Java library within a JavaFX application. This is particularly useful for mobile devices, in providing access to address book, Bluetooth, camera and other functions. In addition, they can also use JavaFX Mobile to extend Java-based games and solutions by adding expressive features and functionality.

We hope that these more expressive applications will help carriers to invigorate their content offerings. JavaFX has been endorsed by several handset manufacturers.

Indeed, LG and Sony Ericsson will launch JavaFX enabled mobile handsets shortly.

$25,000 to be won!

To encourage developers to try JavaFX, Sun is sponsoring the JavaFX coding challenge where contestants can submit their JavaFX apps to win up to $25,000.

Developers should go to www.javafx.com for more details.

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Thursday July 9th, BAFTA,195 Piccadilly, London 09.07.09

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

Platinum sponsor

Gold sponsor

NOKIA Q&A

Nokia’s huge content project, Ovi Store, is days from launch. Tim Green got the big picture from Niklas Savander, EVP of Nokia Services…

It’s over 18 months since you announced this. Are you all set for Ovi Store’s May launch?

We’re on target for May, and expecting to have 20,000 content items available from day one. I can’t say how many partners we have, but it doesn’t require many products per company for us to hit 20,000.

Since the various Nokia content services have launched, there has been inevitable resistance from operators. Does this still hold true?

Honestly, in the 18 months since we announced Ovi, the biggest single change has been the relationship with the operators. There are small and mid-tier operators that would struggle to say anything bad about Ovi. The bigger carriers, with their own ambitions in services, have mostly moved from principle to pragmatism. Of course, it’s possible that in some countries not all operators will support Ovi. But most are saying to us: ‘let’s compete in some areas but not all’. I think the economic downturn will be an interesting factor here. It could change things even faster.

Ovi and out

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The option to charge using operator billing is a big differentiator for Ovi against, for example, iPhone. It must be difficult to implement though.

We don’t want to rely on credit card payments. We can’t. Clearly we are strong in countries where there’s negligible credit card penetration, and in many of these regions the operator is a well-established channel for payments of all kinds – and that’s okay with subscribers. The biggest issue is technical integration. Any operator would tell you that billing is the single most complex issue in running a network. That’s what’s holding us back from launching more quickly. Having said that, we will run the Ovi Store on the basis of a single sign-in and one user identity – just like you get on a credit card-based store like iPhone. www.mobile-ent.biz

NOKIA Q&A

Ovi numbers

Ovi will be downloadable to millions of devices, but the best experience will be the embedded one. The eagerly awaited N97 will pre-load Ovi this summer

Launch device: N97 Addressable users: Ovi is downloadable to 50m users on 25 devices. Nokia expects 300 million phones a year to integrate the store by 2013.

Launch apps: Around 20,000 across all genres from games to music to location to, er, farts.

Committed publishers: ‘Thousands’ including EA, Facebook, Fox, Lonely Planet, Shazam and others.

Rev share: 70 per cent on credit card, around 50 per cent via operator billing. Revs paid quarterly.

Price bands: 15 starting from 99c or equivalent.

Ovi Store has a huge addressable audience. But this must present a problem in terms of UI...

True. This is clearly not an issue when you only have one product. But we’re trying to get to a broader audience than iPhone. The main aim is consistency – there has to be logic even across different devices or when there is co-branding with operators.

We’ve made a dozen or so acquisitions in the run-up to this so now we have to connect them to each other. In everyday terms that means, for example, making sure the log-in to Maps is the same as Ovi – same shopping cart, same billing gateway, navigation, etc.

Is there a future for paid-for products when so much of what we see on existing app stores is free?

I think the products have to be free or fantastic. But free only means the consumer is not paying. It doesn’t mean there’s no revenue. We need to build ad-enabling into the offer, and we bought Enpocket to do just this.

We’ve done trials, but it’s not easy.

You can ask Blyk how tough it is. I think we all recognise there will be a new mobile model. It’s easy to imagine a situation, for example, in which a user might ask ‘where can I hire a car?’ and Hertz will pay. www.mobile-ent.biz

Other app stores have been criticised for rejecting apps that might compete with the host’s own services. What’s Nokia’s stance?

Anything goes, whether it competes with our content or not. Consumers want a mash-up of products and we must follow their lead. Obviously, there are default settings where we can promote our products. But there’s no question of us barring competitors, absolutely not.

the way we have integrated Maps, for example.

What’s your stance on the taste and decency issue in apps?

It’s difficult because this is not just about adult content but about less clear questions like ‘when does gameplay become violence?’ So it’s about legality, but also morality.

Something like Mosh was different, because we operated a safe harbour

In the 18 months since we announced Ovi, the bigger carriers have mostly moved from principle to pragmatism.

But surely there are some products, like Spotify for example, that have the potential to destroy a music download store like Nokia’s…

I agree that where there are cheap ubiquitous networks, this is possible.

But in mobile there is a limit to bandwidth: you can’t put wires in the sky. And there will always be a bottleneck in the radio frequencies.

So in my view we have to build apps that make efficient use of bandwidth, which process data in the client and minimise what goes over the air. It’s what we’ve done in

policy where we took down content when an objection was raised. We take the role of publisher on Ovi, so all content is pre-approved. We have editorial teams working on the service, and there will be different offerings in different countries to protect cultural differences.

What about operator partners?

They may not be too happy about a VoIP app on Ovi… In every market there will be two variants of Ovi – an open market version and one developed with a

partner operator. For example, an Orange Signature Ovi might be different from a Phones 4U Ovi. We leave it to the operator to make decisions about what’s acceptable.

Nokia has tried twice before to get into content, with Club Nokia and Nokia Entertainment Services.

Both times it walked away. Why is Ovi different?

I was working for the infrastructure side of Nokia back then, so I was trying to build the servers that would run those services. It wasn’t easy. All I can say is that every good idea has to be accompanied by good timing.

Maybe the timing wasn’t so good then. It is now.

Finally, what kind of company does Nokia want to be? Is it an entertainment distributor now? Or is the real purpose behind Ovi to sell more phones?

We are a product company. There are still billions of people looking for telephony and we have no intention of leaving that market for anybody else. But we are also a solutions company. We have to change because it’s where our consumers are leading us. They are moving their spending to the digital domain and we hope to extract a larger part of that spending.

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MADE FOR MOBILE VIDEO

Unreel expectations?

Can made-for-mobile video ever stand on its own two feet, or will it always be a showcase for film makers who want to graduate to ‘proper’ media like TV and cinema? Tim Green ponders… f you’ve been in the mobile content since the beginning, you’ll know that discussing the mobile video sector is a little like music fans talking about Britpop. It’s, like, so four hype-cycles ago.

And yet, as so often is the case, just when the hype turns to indifference a genuine market starts to develop. Although the official figures remain uninspiring – according to comScore, 6.5 million US subscribers (2.8 per cent) watch mobile video a month – use the evidence of your eyes. People are watching video on their iPhones, Toccos and Viewtys.

But what’s changed – and what’s slightly disappointing – is the fact that the mobile video market has

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become a re-purposing market. Most of the clips watched are just that: music videos, scaled down Aardman highlights and so on. Nothing wrong with this. It’s just that in 2005/6, I was constantly being alerted to ambitious made-for-mobile commissions. It was exciting, as if a new art form was being born.

Who remembers Nokia’s Nseries Studio, an attempt by the handset maker to showcase the video capabilities of its N93 phone?

Impressively, Nokia hired Gary Oldman to shoot his own film. Less impressively, the actor delivered a movie called Donut, which showed a rubber ring in sub-dappled water.

More ambitious was Cell, a 20-part thriller by Endemol that told the

story of a man who wakes to find himself trapped in a prison cell with no knowledge of how he got there. It was distributed by O2, which offered free instalments with contract upgrades. O2 was also the distributor of horror series, When Evil Calls, created by Zone Mobile and Pure Grass Films. At around the same time, Denmark’s Inmobia created the multi-part soaps POV Murder and Almost Hollywood, while in Singapore MediaCorp made the 30-part PS I Love You romance.

These films emerged at a time when major organisations were also looking at original mobile content.

The UK broadcaster ITV hired Melissa Goodwin from Fremantle to head up its mobile unit. Under her

The N93 was the first real ‘camcorder’ phone, and was good for viewing original mobile films like Endemol’s Cell

May 2009 17

MADE FOR MOBILE VIDEO

tenure, ITV Mobile commissioned The Gym, Chaving It, New Fix, Hot Desk and Bitter Barney. The fact that Hot Desk was eventually turned into a TV series by ITV2 alone proved the unit’s worth. Goodwin says: “Mobile is a good way to establish a brand without having to take it to mainstream TV. That was always my job: developing ideas for ITV and expanding the ITV brand.”

Sadly, although ITV Mobile balanced its books, the rest of ITV didn’t and the division will close this summer. Although Goodwin believes mobile video will come of age in a couple of years, she admits that original programming is a hard sell.

“You need a big brand and big talent to get distribution now. But how do you pay for it? Advertisers want results especially in today’s climate, so it’s hard to get sponsorship,” she says.

It doesn’t help that so many producers are unrealistic about the technical and fiscal realities of the medium. “I got approaches all the time,” recalls Goodwin. “But most producers had no idea about basic

For founder Frank Chindamo, himself a screenwriter, the medium is all about the script. “Mobile is a writer’s medium,” he says. “It all depends on the writing. You could make a film on a phone and it would work if the script is right.”

Having said that, production values do count. Turbo Dates was lit and acted beautifully and co-written

by Shrek writer Terry Rossio. Small wonder the episode ‘English As A Second Language’ won the Mofilm Grand Prize at Mobile World Congress earlier this year.

This kind of work illustrates that the medium can work artistically.

And there are many festivals around the world – Denmark’s Dogma Mobile, Canada’s Mobifest, Holland’s Viva La Focus, Brazil’s Festival Do Minuto – showcasing the talent of amateur mobile film makers. One example is Mobile Postcard series by Peter Vadocz, which makes a movie of thousands of still pictures taken on a Nokia N95.

Mofilm remains the biggest festival.

It has become a fixture of the Barcelona show, with its contest and

Although the mass market has not tuned into original mobile video, a small and devoted audience does exist. things like pixellation and aspect ratios. Many weren’t interested in a revenue share and expected to make a fortune, which was never realistically going to happen.”

Although the mass market has not yet tuned into original mobile video, a small devoted audience – and a number of channels on which to reach it – does exist. This presents a sliver of opportunity to wellestablished, talented film makers.

MTV, for example, has run a successful mobile unit since 2006 and developed original titles such as Meet Or Delete and TR3s. Over 100 million clips were viewed in 2008.

MTV has its own distribution, which helps. Fun Little Movies, on the other hand, has been delighting us with genuinely funny mobile series like Love Bites and Turbo Dates since 2005 with no network of its own.

Instead, it relies on Sprint TV, Verizon, MTV, Comedy Central and others for visibility.

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those celeb backers such as Kevin Spacey and Isabella Rossellini. This June a new competition at the Cannes Lions 2009 Advertising Festival will be fronted by Spike Lee. With $120,000 in prizes, it’s a big deal. Still, it’s a big deal led by brands like Kodak, Visa and Unilever seeking cool associations, not really by consumer demand.

For those that depend on users actually buying stuff, the market is trickier. Mobile Streams bought Cyoshi, maker of Cat Bastard, Suicidal Squirrels and other gleefully twisted content, but has since remodelled the studio as a technical resource rather than a programmer.

Simon Buckingham, CEO of Mobile Streams, says: “Made for mobile is challenging. There hasn’t been a made for mobile video hit yet.

No equivalent of Crazy Frog or Tetris.

I believe there is a market, but for the moment the handsets and the data plans are inhibiting it.”

Fun Little Movies’ Frank Chindamo (top), Mobile Streams’ Simon Buckingham (middle) and the new face of Mofilm’s Cannes-based festival, Hollywood film director Spike Lee

Maybe what’s also needed is a reassessment of what mobile video actually is. This is the conclusion of Richard Morris, head of video at Player X. Although Player X has made original content for its own GeekTV channel, Morris admits that new thinking is needed to fully exploit the medium. He says: “Seven years ago, internet film was driven by companies like Atom, with a pretty

conventional approach to film. Back then no one could have foreseen mash-ups on YouTube. I believe we’re at a similar stage in mobile and my hunch is that programming needs to be linked to community, apps and games. Imagine a ‘hot or not’ type show that viewers can rate or an adfunded film channel where users can vote on movie trailers. I’m sure this is where the market is going.” www.mobile-ent.biz

MOBILE MUSIC NOW

Lead

vocalists

The speakers have been confirmed for the Mobile Music Now event, and what a stellar line-up it is… he Mobile Music Now event is designed to get people talking, and now that the speakers have been confirmed, we’re confident those in front of microphones will do their bit to heat up the debate too.

We’ve recruited a group of star names, one from each of the major stakeholders in mobile music – operators, handsets, labels, advertising and technical services.

Here’s the list:

T

Barney Wragg Formerly head of digital at EMI and a VP at Universal Barney knows what it’s like to be on the inside of a music major. Now ‘liberated’ as an independent consultant, expect some fascinating insights on the view of mobile from the record companies.

Alex Vlassopulos Head of business development (digital), Sony Music Alex has been a key digital exec at Sony for three years, and last year helped launched the business’s first artist-based mobile stores.

Antony Douglas Head of content, O2 Telefonica Antony has been involved in O2’s deals with Napster and the partnership with Sony on artist sites.

He should also have a unique view on the role of Apple in mobile music, given O2’s exclusive with the iPhone.

Jonathan MacDonald Consultant at OgilvyOne Jonathan is not just a consultant at ad agency OgilvyOne, he’s also a gigging musician and author of The Music Industry Manifesto. This guy has got serious opinions and is not afraid to share them.

Tim Grimsditch Head of global product marketing (music), Nokia 20

May 2009

Barney Wragg

Alex Vlassopulos

Antony Douglas

Jonathan MacDonald

Tim Grimsditch

Frank Taubert

A former exec at music industry analyst Frukt, Tim made the leap to Nokia in 2007 – just in time to help the handset giant prepare its unprecedented entry into music. He will give the latest on Nokia Music Store, Comes With Music and more.

Frank Taubert CEO, 24-7 Entertainment Frank is the boss of the event’s platinum sponsor, 24-7, which has cemented its place among the leaders in digital music delivery. 24-7 powers leading edge services like Omnifone and TDC Play. As such, Frank is well-positioned to comment on the mobile music ‘big picture’.

Juan Paz, Head of research, Music Ally Music Ally monitors consumer attitudes and launched a mobile music report just weeks ago. Paz will provide stats and insight – and everyone will get a copy.

ME will also reveal a final keynote from a musician and entrepreneur who will give a unique insight into the creative and commercial potential of mobile for artists.

So join these speakers, ME and around 150 other industry execs to gain insights, ask questions and meet valuable new business contacts.

Mobile Music Now Thursday July 9th BAFTA 195 Piccadilly London W1 Ticket price: £259 plus VAT.

A word about our sponsors: 24-7 Entertainment The platinum sponsor of the first Mobile Music Now conference is 24-7 Entertainment. This pioneer in the digital music space offers a platform that has powered millions downloads for retailers, telcos, software and hardware manufacturers, record labels and media companies. It boasts a catalogue of full tracks, ringtones and video from over 12,000 music labels. Customers include TDC, Omnifone, 3 Austria, Sunrise and many more.

Muzicall Gold sponsor Muzicall is currently reviving the European ringback market with a service and shared platform that enables offportal brands to sell ringbacks, and also invites brands to access the ringback as an advertising channel.

Juan Paz

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

www.mobile-ent.biz

May 2009 21

MOBILE ANALYTICS

Vital statistics Mobile can only deliver on its promise of being a genuinely targetable medium with the right analytics in place. Happily, more and more specialist companies are providing them, writes Tim Green… f ME had a pound for every time we’ve been told that mobile is a unique medium because it’s personal and targetable, well, you wouldn’t be reading this article now.

There’d be no article. We’d be getting a massage from our trophy wives on a yacht somewhere, not writing features about it. Sadly we don’t get a pound. And anyway, is mobile that targetablee? Are there too many complexities in those legacy operator back-end systems?

That’s been the received wisdom.

Bit it’s changing fast. Clearly there’s so much riding on making mobile work as an advertising channel that huge progress is being made on solving these issues. Consequently, a group of companies are now offering platforms that can gather intelligence on all manner of demographic and behavioural information about users of mobile value-added services and the mobile web.

I

Back to the operator space, things are a little more straightforward.

Although legacy systems built to handle voice minutes have struggled to adapt to the complexity of value added services, the pro-activity of infrastructure partners is helping to redress this. Openwave, for example, now delivers reports back to six of its 75 operator customers. Its Business Intelligence Platform tracks all the traffic that goes through its gateway to reveal information about time spent online, location, downloads, messaging, failure rate and so on.

Mayur Pitamber, product management strategist at Openwave, says: “It used to be the engineering departments that needed this data, but it’s an indication of how things are changing that it’s now the marketing departments. Basically we can offer over 60 different types of report that give a 360 degree profile of the subscriber. And this can be

JavaScript is the preferred means of collecting data for web analytics, but not all mobile browsers execute it.

Broadly, mobile analytics splits into two areas. The first is the operatorcentric space, in which a number of infrastructure providers (such as Acision, Sybase, Openwave, Amdocs and more) provide metrics back to their carrier partners based on information travelling from the gatways they have installed. This is fairly straightforward, and is the basis of much of the marketing carried out by operators via SMS/MMS and so on direct to subscribers.

The second area relates to the mobile browsing taking place on offportal mobile web sites. For a whole bunch of reasons, this is far more complicated. Yet it’s becoming pressing as an increasing number of brands take to the mobile channel – and expect to replicate the Google Analytics experience they find so pain-free on the wired web.

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May 2009

used not just by the operator, but as the basis for aggregated data to pass on to advertisers and brands.”

Such insight can help operators tweak their offerings and send more targeted communication to subscribers. But some providers go a step further and build systems that can personalise the portal experience for the consumer. The ClixSmart platform offered by ChangingWorlds, for example, monitors usage trends, behaviour and revenue.

Barry Smyth, chief scientist at ChangingWorlds, says: “By recording where people spend their time in a mobile portal we can begin to understand their preferences… so this raw behavioural data must be transformed into an actionable profile.” ChangingWorlds claims such profiling now tracks approximately 50 million mobile subscribers.

This was the most exciting visual of a graph we could find. One for all you auditors out there

Of course, as well as improving the customer experience, this intelligence can also be used as a profit centre in itself. This impulse led to the GSMA’s partnership with comScore and others to provide ‘aggregated, audited and anonymised’ data to be sold to advertisers. The project goes live across UK operators this summer.

For all the complexity, operators are not short of options when it comes to analytics. It’s only relatively recently that the same could be said of off-portal brands. On the fixed

web, thanks to Google Analytics, it’s very easy to track and ID users. But there are multiple reasons why this experience cannot be simply replicated. Here are a few: JavaScript and cookies JavaScript is the preferred means of collecting data for web analytics, but not all mobile browsers execute it.

The same is true of cookie support, which assists with identifying users when they return. Although this is changing and newer smartphones do www.mobile-ent.biz

MOBILE ANALYTICS

Bango’s Bovingdon (top) and Openwave’s Pitamber look appropriately analytical

support cookies, there are still plenty of devices that delete them when the phone is powered off.

Traffic source Users might be arriving at a mobile site via a search, RSS feed or WAP push – but it’s hard to tell which from conventional analytics.

Location Increasingly important, but only really possible by detecting the operator source, which is difficult. www.mobile-ent.biz

Unsurprisingly, a host of new analytics vendors have leapt into the space to address these hurdles. Some fixed web firms now offer mobile versions of their products, but they face competition from purely mobile providers such as Mobilytics, Motally and Amethon. Perhaps the most visible mobile specialist is Bango, which is a logical entrant given its expertise in the off-portal space.

Bango’s Analytics service addresses the JavaScript/cookies issue by rerouting traffic to Bango’s own servers.

Site owners just add a line of HTML code to each page that needs tracking. The resultant reports – which measure traffic by country, operator and handset – can be viewed in real time by the hour on a web front end. And the new version – it’s now up to v4 – lets businesses track unique visitors, whether via operator, Wi-Fi or home. Current customers include MTV, the Financial Times and Autoglass.

For Andy Bovingdon, Bango’s vice president of product marketing, these

details are what distinguish bespoke mobile systems from those ported from the web. He says: “There has been progress on JavaScript and cookies, but mostly this relates to smartphones. If you want to track the vast majority of feature phones, you need a genuinely mobile system.”

Another visible participant in the space is mobile advertising network AdMob. The company’s offering tracks unique visitors, duration of visits, operator and device source, user location and more. Like Bango’s solution AdMob’s works by adding a line of code to mobile web pages (although the technology doesn’t deliver real-time updates). However, unlike many such services, it’s also free as its main role is to improve conversion rates on the AdMob advertising network.

May 2009 23

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

Title sponsor

Platinum sponsor

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 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.

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.

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).

Silver sponsor

Silver Sponsor

Sponsored by

RECRUITMENT

Bango gathers Moss UK transactions and billing specialist brings in Tim Moss to run its hard working data centres MIKE REID, a former director of technology, media and telecoms investment at 3i, has been appointed managing partner of Frog Capital. The €100m fund will look to invest in IT and digital media startups. Frog is backed by the GermanSpanish Engelhorn family.

Thumbplay has hired THOMAS TRACEY as its VP of product. He will spearhead the development and launch of products in rich media sectors like full tracks and videos.

He arrives from Vindigo, where he was director of product development. Thumbplay has also recruited SERGIO BAUZILE as senior designer to be responsible for the company’s web and WAP sites.

Bango has appointed TIM MOSS as chief data officer to lead the team that ensures Bango's data centers and databases run smoothly. The firm has over 50 network connections serving more than 40 million subscribers worldwide. Prior to Bango, Moss was at Sportal International.

MySpace veteran JAMIE KANTROWITZ is moving from London to new York to join

MySpace’s Jamie Kantrowitz (left) is US-bound; Andrew Chorzelski joins Partnertrans

MySpace Music as SVP of strategy and global marketing. And MySpace has another new friend in BJORN LAURIN. He has been appointed the social network’s director of mobile (international).

MIKE DUNPHY has done the unthinkable and joined Liverpool

from Man Utd. Having done a highly visible job of building Man Utd’s mobile activities, the consultant has now been hired by Liverpool to lead a similar transformation. Overseas readers may not be aware of the rivalry between the two clubs, but it’s really huge.

VP Media Global Entertainment Company

London or Germany. €120,000 bonus package

Account Manager Mobile Marketing London. Good basic bonus stocK

UX Manager Mobile Agency

Germany. €400/daY

ONLINE MARKETING MANAGER Mobile Content Singapore. Excellent basic bonus package

Account Manager Mobile Entertainment

Netherlands. €50,000 bonus

looking to further your career in the Mobile and Digital markets?

VISIT OUR WEBSITE for a full list of our current opportunities.

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May 2009

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26-27 ME51_Final

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RECRUITMENT

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

US mobile payments company Billing Revolution has poached MARC SAULINO from Bango to be its new VP of biz dev.

He will oversee the technology platform and customer relationships.

Melissa Goodwin: set to depart ITV

Partnertrans has made games industry veteran ANDREW CHORZELSKI its new head of sales for Europe. He will assume responsibility for PC, console and mobile business development. Prior to this new post, Chorzelski worked for Trymedia, Macrovision, Cosmi Europe and Jaleco Entertainment.

www.mobile-ent.biz

A few people have left their jobs in the last month. Among those waiting to pop up elsewhere are Zed’s EDUARDO ROMERO, MCN’s PATRICK BARILE and ITV’s MELISSA GOODWIN. The latter will leave later in the summer.

LG Electronics has a new sales director for networks. She is CHRISTINE HOWARD and in her new role she’ll be responsible for sales strategies and business growth. She was previously global sales director for Sony Ericsson’s global customer unit.

May 2009 27

source Stuck for a stat or just looking to expand your mind? Find everything you need right here...

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umbers. We love them. You love them. And they’re all here in Mobile Entertainment magazine’s reference section. It’s a one-stop shop for all the contentbased numerological and statological information you can possibly imagine.

Our run-down of key operator subscriber numbers is here again. As usual, our Games Spotlight page focuses on the hot new titles coming out soon. We also have a round-up of all the latest industry research, a comprehensive show and conference guide, and a run-down of best-seller charts from across the mobile content market.

There’s also the Product Focus, which picks out a selection of the content, hardware and services either just launched or coming to market.

What’s more, every month Mobile Entertainment magazine publishes the Mobile Marketplace, an invaluable directory of key product and service providers in the space. Put simply, there’s something here to satisfy every number cruncher and any PowerPoint presentation.

If you have any queries about the data, or would like to submit information for any of the pages in this section, just send an email to: tim.green@intentmedia.co.uk.

INDEX GAMES SPOTLIGHT

P29

SHOWS

P30

DATABOX

P31

PRODUCT FOCUS

P32

CHARTS

P34

NETWORK SUBS

P37

MARKETPLACE

P39

Great tidings of joysticks to come ME’s very own travel guide, with MWC instead of Thailand Be warned: contains content of a statological nature Best of this month’s content, hardware and services The ups and downs of a typical content sector Who’s got the most connections?

Mobile content product and service providers

The Industry’s Original and Most Established Mobile Media Gathering Official annual event of

VIP CU11 Code 77/M E

All New for 9th Year!

Join the MEM linked-in Community

Visit www.mem09.com/ linkedin

Attend the Industry’s Most Prestigious Awards and Mix with the Mobile Elite The entries are now in for the 6th annual Meffy Awards and tension is mounting to see who’ll scoop the big prizes. This year’s winners will be celebrated at the end of day one of MeM ‘09 at an exclusive gala awards dinner at London’s stylish, Floridita, located right in the heart

23rd - 24th June, 2009, Queen Elizabeth II Conference Centre, London

of Soho.

Places for the sit-down dinner are limited and sure to sell out quickly so book NOW to celebrate with the mobile entertainment industry’s

Monetising Mobile Media

crème de la crème! Hosted by renowned BBC presenter, and comedian Hardeep Singh Kohli and attended by C-Level execs from

MeM returns to London – the Mobile Media Capital of the World

across mobile media this will be a night to remember for everyone, not just the delighted winners of a Meffy.

Over 50 Visionary Speakers including: Mauro Montanaro, Chief Executive Officer, Fox Mobile

Tanya Field, Director, Mobile Data Group, Telefónica O2

Jackie Brock-Doyle, Director of Communications and Public Affairs, London 2012

Richard Titus, Futur e Media Controller, Audio and Music & Mobile, BBC Future Media And Technology

To reserve your place at the Gala Awards Dinner on23 June (£200/ticket; £175 for MEF members),please email: ITMevents@informa.com

Andrew Bud, Chairman, MEF and Executive Chairman, Mblox

Tom Eslinger, Worldwide Creative Director, Interactive, Saatchi & Saatchi

For branded tables please email Renee.Harris@informa.com

Pieter Knook, Internet Services Director, Vodafone

Marco Argenti, Vice President, Media, Nokia & Vice Chairman, MEF

www.mem09.com 28

May 2009

Official Media Partner:

MOBILE ENTERTAINMENT

ITMevents@informa.com

For brand profiling opportunities at the Meffys Gala Awards Dinner please contact sponsors@m-e-f.org

+44 (0)20 7017 5506 www.mobile-ent.biz

SOURCE: GAMES SPOTLIGHT

Where’s Waldo? waltzes on to mobile Cult puzzler aims to bring the search for enigmatic character to the phone It might come as a bit of a surprise, but Waldo – or Wally pretty much everywhere else other than North America – is actually younger than the mobile phone. First created in 1987, Martin Handford’s character has become one of the most recognisable the world has ever seen, making him an ideal figurehead for the latest IP from Capcom Mobile.

Where’s Waldo?, which is released this month, is the first in what Capcom is promising to be a multi-year, multi-game deal.

Playing to the brand’s strengths, the game will be a timed observation puzzle, challenging players to find a number of items within the time limit.

The game will feature six original puzzles and scenes based on the long-running series, offering a new and unique spin through the three

available game modes, including practice, challenge and classic.

But with such an illustrious title, questions have rightly been raised about how successful Capcom will be at transferring the timeless puzzles to mobiles.

“Capcom is no stranger to celebrated IP, with our own stable of successful franchises and licensed properties, but Waldo is something special,” comments Capcom Interactive’s president, Midori Yuasa. “We’re excited to be working on this treasured franchise and thrilled to be bringing Waldo to mobile.”

TITLE: Where’s Waldo? Mobile GENRE: Puzzle RELEASED: May PUBLISHER: Capcom Mobile PLATFORM: iPhone, BlackBerry and Java

Flip Zoo goes for the cuddly factor Latest game from Distinctive Developments has a little hint of Lemmings about it Saving things has long been a staple of the video games genre – from Sonic the Hedgehog plucking the cute animals from the clutches of Dr Robotnik, to players saving their alter egos in The Sims from wetting themselves due to an inability to use the loo without being told to do so.

Distinctive’s latest game uses this long-running theme and injects a unique spin – literally – to its latest game, Flip Zoo. The objective of the game is to save a plethora of animals from themselves as they teeter ever closer to the edge of a platform, and into the abyss.

Avoiding the urge to somehow squeeze the iPhone’s altimeter into the game, Distinctive instead uses the device’s touch screen to allow the gamer to turn on and off the spinning platforms as they guide their furry brethren to safety.

Borrowing heavily from Lemmings stock – and not in a www.mobile-ent.biz

bad way – the game is loaded with fiendishly smart level design, intended to make players think about their actions.

The one-touch system and simple gameplay pay dividends.

And with over 66 levels across three different worlds, there should be plenty of action and variety in Flip Zoo to keep mobile players happy.

TITLE: Flip Zoo GENRE: Puzzle RELEASED: Out now PUBLISHER: Distinctive Developments PLATFORM: iPhone/iPod

May 2009 29

SOURCE: EVENTS

FORTHCOMING HIGHLIGHTS May 19th-20th MEX: Mobile User Experience conference

2009 CALENDAR May May 19th-20th MEX: Mobile User Experience conference London, UK www.pmn.co.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.

June June 2nd-4th E3 2009 Los Angeles, USA www.e3expo.com Its format keeps changing, but E3 is still the place to be for game publishers, developers and distributors.

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 returns to San Diego. What with this and the BREW event (see below), it’ll be hard to get a hotel.

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.

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

July 14th-16th Develop Conference Brighton, UK www.developconference.com

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.

The developer event likes to be beside the seaside (see box).

June 10th Meet-Up London, UK www.mobile-ent.biz

July 21st Casual Connect Seattle Seattle, US http://seattle.casualconnect.org Brings together the most talented and knowledgeable experts in casual gaming.

Back and better than ever. New format, new venue, same excellent networking opportunities. Sponsored by MIG.

August

June 10th-11th Open Mobile Summit London, UK www.openmobilesummit.com

edinburghinteractivefestival.com

Network with the power players in mobile and internet today.

June 23rd Mobile Internet Summit 2009 Singapore www.mobilenetasia.com June 23rd Mobile Entertainment Market (MeM) 2009 London, UK www.mem09.com 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.

August 13th Edinburgh Interactive Festival Edinburgh, UK

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

September

Mobile Entertainment Market (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.

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

The Develop Conference 2009 (July 14th-16th) takes place in its traditional British seaside setting of Brighton. This magnet for games developers is changing a little this year, and mobile execs will be drawn to the new Evolve element. This will focus on how to enter new media markets like mobile, iPhone, and Facebook.

www.mobile-ent.biz

SOURCE: DATABOX

databox

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

China gets ad Buzz Mobile banner ad deliveries on the BuzzCity mobile ad network went up by 67 per cent in China in 1Q2009.

Buzz City, which also runs the myGamma mobile social network, says the performance indicates mobile web usage is standing firm despite economic concerns. In total, it delivered 8.5 billion paid banners in the quarter – representing an increase of 11 per cent over the previous quarter.

China grew fastest with 130 million banners served, but Indonesia was once again the lead nation in BuzzCity's Global Mobile Advertising Index with 4.4 billion banners served in 4Q2009 – up 23 per cent on the previous quarter.

Appwards of one billion iPhone owners have downloaded over one billion App Store apps.

As ME went to press, Apple was running a clock that showed about 100 apps being downloaded every second – that’s 8.6 million a day. It was at 950 million in mid-April, so we’re presuming it’s hit one billion by the time you’re reading this. The 500m total was hit in January, six months after launch, so this second half a billion has come in half the time. Apple’s list of the top 20 paid and free apps is listed below: All-Time Top Free Apps 1. Facebook 2. Google Earth 3. Pandora Radio 4. Tap Tap Revenge 5. Shazam 6. Pac-Man Lite 7. Backgrounds 8. Touch Hockey FS5 9. Labyrinth Lite Edition 10. Flashlight 11. Urbanspoon 12. Movies 13. iBowl 14. Lightsaber Unleashed 15. Sol Free Solitaire 16. MySpace Mobile 17. Virtual Zippo Lighter 18. The Weather Channel 19. BubbleWrap 20. Remote www.mobile-ent.biz

All-Time Top Paid Apps 1. Crash Bandicoot Nitro Kart 3D 2. Koi Pond 3. Enigmo 4. Bejeweled 2 5. iBeer 6. Moto Chaser 7. PocketGuitar 8. Flick Fishing 9. Tetris 10. Texas Hold'em 11. Super Monkey Ball 12. Pocket God 13. Cro-Mag Rally 14. Ocarina 15. Fieldrunners 16. iFart Mobile 17. Touchgrind 18. iHunt 19. iShoot 20. Monopoly Here & Now Edition

The UK featured in the top ten for the first time with 113 million banners delivered during the period. Italy, Spain, Sweden and France all recorded double-digit growth but didn't make the top ten.

The full 1Q2009 top ten is as follows: Rank

Banners served 1. Indonesia 4.4bn 2. India 842m 3. US 527m 4. South Africa 428m 5. Egypt 162m 6. Romania 161m 7. China 130m 8. Philippines 125m 9. UK 113m 10. Bangladesh 112m

Growth (%) 23 16 38 8 8 9 67 8 54 16

Ringback in the USA Sales of ringback tones will pass $235 million in the US this year – an increase of 68 per cent over the 2007 estimate of $140 million. So says music trade body BMI, which also asserts that over ten million subscribers in the US are signed up for ringback tone services, and that the penetration rate is about four per cent. As evidence of the adoption of ringbacks in the US, Verizon recently launched a service for which its own scriptwriters create the 30-second custom tones for customers.

The tones cost $1.99 per line.

Mobile rides surfing wave Seventy per cent of users now surf the web more on mobile than on the PC. That was the key finding when GetJar surveyed 2,000 mobile users.

Forty three per cent of those surveyed access the mobile web when travelling on public transport, 17 per cent before going to sleep and 14 per cent when bored.

Overall, GetJar says its users are downloading 30 million free apps a month from its store, with word of mouth recommendation (33 per cent) and mobile browsing/search (17 per cent) the main drivers.

3G to a third Around a third of all mobile subs will be connected to 3G and 4G networks by the end of 2013. The research, from In-Stat, says this represents a tripling of the current rate of around 11 per cent. InStat expects mobile WiMAX to be attractive in developing countries and remote locations where fixed broadband networks are not yet deployed, but isn’t convinced it will be competitive in places with existing 3G and fixed broadband networks.

May 2009 31

SOURCE: PRODUCT FOCUS

new stuff A selection of new content, hardware and services...

Avanquest SendPhotos Available: Out now in beta PC utility software specialist Avanquest has entered the mobile content space with the launch of its own photo-sharing service and application.

SendPhotos Mobile is an ambitious product for the firm, which is best known for its desktop utilities and a PC-to-mobile synchronisation app.

The new service is essentially a device memory management technology – like LifeBlog or Shozu before it – that automates the uploading of images to an online locker. Avanquest claims to be able to do this in one click: the pressing of the shutter sends the pic to a server.

All Slots Casino (Brightstar) Available: Now With BlackBerry and Android handsets selling well, it should come as no surprise that Brightshare has launched versions of its Flash-based casino for the devices. Following a strong launch on Apple’s platform and a higher than anticipated uptake by users, Brightshare is looking to repeat that success as it expands its market.

Designed as a free-to-enter game – but with a real play option – All Slots Mobile Casino’s selling point is that it is web-based, meaning that players don’t have to worry about downloading software via the marketplace. It’s a unique approach that has paid dividends for the Israel-based outlet.

At the launch of the Apple versions of the software, Candice Evans, mobile account manager at Brightshare, said: “The advantage to our web partners is the opportunity to market the iPhone and iPod Touch applications, as those devices allow users to freely surf the web just like on a traditional computer.”

The same applies for the BlackBerry and Android versions of the browser game.

IN A NUTSHELL: Brightstar’s popular browser-based iPhone gambling game comes to Android and BlackBerry

32

May 2009

Avanquest says operators can customise and deploy the client software, which works across 140 devices. Its business model gives 1GB of storage away free, but charges for extra and for photo accessories such as t-shirts, mugs, etc.

A mobile-optimised website will launch in September, and Avanquest expects over one million users within the first year.

IN A NUTSHELL: A picture-sharing app and back-up service pitched at mobile photography

Sony Ericsson W205 Walkman Available: Q3 2009 Sony’s latest Walkman phone is set to target the lower end of the market, with the vendor launching the device with the slogan ‘your first Walkman phone’. The W205 is the follow-up to its W200 model – currently the cheapest Walkman-branded phone available.

Sony has stripped away some non-core features for the Walkman range. For example, the W205 sports a mere 1.3 megapixel camera and a 1.8-inch screen with a 128 x 160 pixel resolution. It may not be the best quality camera and screen out there, but considering the target market for the phone, it is more than suitable.

The device shows several more signs of being targeted at the money conscious music-lover with an FM radio, multimedia player and expandable memory slot all included in the package. Users can record radio onto the 5MB of external memory or 2MB of external memory. The W205 is due for release in the third quarter of 2009.

IN A NUTSHELL: A Walkman phone aimed at the lower end of the market that includes plenty of useful features

www.mobile-ent.biz

be inspired

14 -16 JULY 2009

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

KEYNOTE

Other sessions include:

NEW! Evolve. 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. Evolve takes place all day on Tuesday 14 July with three dedicated tracks, and then as a new track within the conference on Wednesday 15 July.

Taking Your Game to iPhone and Android, Without Killing Your Team Chris White, Glu Mobile Panel: Opportunities and Hurdles for Mobile Gaming Chair: Dan Scott, Global Head of Production, Nokia How Today's Social Networks Will Change How You Make, Play and Sell Games Tomorrow Kristian Segerstrale, CEO and Co-founder, Playfish

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

Panel: The Fight For Playtime: What Do Social Networking Sites Have To Offer The Games Industry?

Tom Armitage, Writer, Schulze & Webb Limvirak Chea, Android Market and OpenSocial Leader, Google Mark Ollila, Director of Technology & Strategy and Head, Nokia Chris Thorpe, MySpace

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.

10 Things Nobody Tells You About Digital Distribution and Self-Publishing That You Must Understand to Succeed Martyn Brown, Co-Founder, Team 17

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

DESIGN

CODING

BUSINESS

Moving Games To a New Beat: The Development of Nokia's Dance Fabulous Mark Ollila, Director of Technology & Strategy and Head, Nokia

20 Great Innovations in Casual, Social and Mobile Games That You Should Steal Stuart Dredge, Editor, Pocket Gamer

ART

AUDIO

PRODUCTION

EVOLVE

Make sure you stay ahead of the game – come to Develop in Brighton!

www.developconference.com Mobile Sponsor

Media Sponsor

International Media Sponsor

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gamesindustry.biz

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Member Discounts

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Organised by

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, April

Song 1 2

Poker Face Moving Eyebrows

Artist

Flycell US Top Ringtones, Mar

Lady Gaga

Song

Model

Vendor

Cadbury’s Advert

1

Kiss Me Thru The Phone Soulja Boy

1

CU920/CU915/Vu

LG

Crack A Bottle

Eminem

2

Shine (CU720)

LG Kyocera

3

Use Somebody

Kings Of Leon

2

4

Sex On Fire

Kings Of Leon

3

Turnin’ Me On

Keri Hilson

3

(WIld Card) M1000

4

Gives You hell

All American Rejects 4

SGH-A767 (Propel)

Samsung

5

Beep

Bobby Valentino 5

SGH-A737/A736

Samsung

5

Dead And Gone

T.I. Ft. ustin Timberlake

6

Beuatiful

Akon Ft. Colby O’Donis

7

Right Round

Flo Rida

6

Ain’t I

Yung LA

6

W580/i

Sony Ericsson

Disturbia

Rihanna

7

W350i/a/c

Sony Ericsson Motorola

8

Halo

Beyonce

7

9

Please Don’t Leave Me

Pink

8

Mad

Ne-Yo

8

Razr V3r

AC/DC

9

Poker Face

Lady Gaga

9

8310 (Curve)

RIM

10

Rockin’ That Thing

The Dream

10

6085

Nokia

10

Back In Black

Source: Mobilestreams

Source: Flycell

Ringtones.com top Euro voicetones, April

1

Moving Eyebrows

2

Answer That You Tart

Del Boy

3

Only Fools And Horses

OST

4

Easter Bunny Fart

SFX

5

You’re Fired

Apprentice

6

Homer’s Singing Ringtone

The Simpsons

7

Who The Hell’s Ringing? Peter Kay

8

Spider Pig

9

The Fartman’s Calling

Family Guy

10

Gummi Bear Song

Gummi Bears

Source: Flycell

Cadbury’s Advert

The Simpsons

Music

Source: Mobilestreams

USA realtone soundalikes, Mar

South Africa realtone soundalikes, Mar

Ringtones Zed top truetones, 15th March - 15th April Song

Artist

1

Poker Face

Lady GaGa

2

I Hate This Part

Pussycat Dolls

3

Liberata

Pep’s

4

I Kissed A Girl

Katy Perry

5

Sweet About Me

Gabriella Cilme

6

American Boy

Estelle

7

Infinity

Guru Josh Project

8

Don’t Stop The Music

Rihanna

9

The Boy Does Nothing

Alesha Dixon

10

Disturbia

Rihanna

Source: Zed Zed games, 15th March - 15th April Game Publisher

Shazam Tagging April 1 In For The Kill La Roux 2 I’m Not Alone Calvin Harris 3 Jai Ho! Pussycat Dolls 4 Poker face Lady GaGa 5 Love Story Taylor Swift 6 Right Round Flo Rida 7 Shake It Metro Station 8 Don’t Upset The Rhythm Noisettes 9 Every Word Ercola Ft. Daniella 10 Beautiful Akon Ft. Colby O’Donis 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

Britney Spears

Source: Melodi Media

Video & wallpaper Fonestarz top videos, April

Fonestarz top wallpapers, April

1

Lady GaGa – Poker Face

1

2

FLo Rider – Right Round

2

Laser Skulls Pink Dolphin

3

The Saturdays – Just Can’t Get Enough

3

Peek A Boo Monkey

4

Lady GaGa – Just Dance

4

Nodding Puppy

5

T.I. Ft. Justin Timberlake – Dead And Gone

5

Orange Flame

6

Wii Fit Girlfriend

6

Pink Butterfly

1

Bubble Boom Challenge

Zed

2

Life Is A Love Story

Zed

3

Life Is A Fiesta

Zed

4

Pumpet Adventure

Zed

5

Bacterium

Zed

6

Sniperops

Zed

7

Brain Coach 2

Zed

7

Single Ladies – Beyonce

7

Raining Heart

8

Trash Racer

Zed

8

Taylor Swift – Love Story

8

Playbiy Script Logo

9

4online

Zed

9

Kings Of Leon – Use Somebody

9

Disco Stars

10

The Hangman SHow

Zed

10

Glamour Girl Greetings

10

Roxanne Pallet

Source: Zed

34

Flycell US Top Download Handsets, Mar

Artist

May 2009

Source: FoneStarz

Source: FoneStarz

www.mobile-ent.biz

SOURCE: CHARTS

Bplay Smartphone Entertainment Charts Thru April 14, 2009 Top 20 games

Top 20 themes

Thru April 14, 2009

Smartphone Entertainment Charts

Smartphone Entertainment Charts

Title

Category

Publisher

Title

Category

Publisher

1

Texas Hold'em King 3

Cards/Casino

Magmic

1

iBerry 2.0 Today Plus

Next Gen

Magmic

2

Mahjong Solitaire

Cards/Casino

Magmic

2

Saltwater

Animated

Magmic

3

Hunting Unlimited: Big Game

Action/Arcade

Hands-On

3

Beaches of the World

Next Gen

Magmic

4

Chuzzle™

Puzzle

PopCap

4

iBerry 2.0

Icon

Magmic

5

Call of Duty 4: Modern Warfare

Strategy/Board

Glu Mobile

5

Tinker Bell

Disney

Disney

6

Sudoku

Puzzle

Magmic

6

FlowBerry

Next Gen

Magmic

7

TETRIS Mania

Puzzle

EA

7

Solar Slideshow

Next Gen

Magmic

8

Text Twist Turbo

Puzzle

Real Arcade

8

Cities of the World

Next Gen

Magmic

9

Spades

Cards/Casino

Magmic

9

iBerry Neo Today Plus

Next Gen

Magmic

10

Mini Golf 99 Holes

Sports

Digital Chocolate

10

Tranquil Garden

Animated

Magmic

11

Solitaire Legends

Cards/Casino

Magmic

11

Tinker Bell Pink

Disney

Disney

12

Guitar Hero® World Tour

Action/Arcade

Hands-On

12

iBerry 2.0 Today

Today

Magmic Magmic

13

The Sims 2

Strategy/Board

EA

13

Amaranth Zen

Zen

14

Spider Solitaire

Cards/Casino

Magmic

14

Tickled Pink Today

Today

Magmic

15

Golden Tee® Golf Mobile Edge

Sports

InFusio

15

Beachfront

Animated

Magmic

16

Bookworm

Puzzle

PopCap

16

iBerry 2.0 Zen

Zen

Magmic

17

Brain Tester 24-Pack

Puzzle

Digital Chocolate

17

iBerry Neo Zen

Zen

Magmic

18

Wheel of Fortune Deluxe

Action/Arcade

Sony/Handmark

18

Pooh and Tigger

Disney

Disney

19

Ka-Glom

Puzzle

Magmic

19

Mickey and Minnie

Disney

Disney

20

Guitar Hero 3 Mobile

Action/Arcade

Hands-On

20

Reflex Color

Icon

Magmic

The Getchart - March 2009 GetJar – Apps for everyone!

Top 20 Applications

Top 20 Devices March 2009

March 2009

Downloaded

Top 20 Devices March 2009

North America

Global

Application

Category

1

eBuddy

Email & Messaging

1

Samsung Instinct M800

1

Nokia 3110c

2

Nimbuzz

Email & Messaging

2

LG CU920

2

Nokia N70-1

3

Opera Mini Web browser

Productivity

3

Nokia 6120c

3

Nokia 6600

4

mig33

Email & Messaging

4

LG CU720

4

Nokia 6300

5

Google Maps for mobile featuring Latitude

Maps

5

Motorola MOTOROKR Z6m

5

Nokia N73

6

MajiPlayer Music Player

Music

6

Nokia N70-1

6

Nokia 7610

7

Super Bluetooth Hack

Lifestyle

7

Samsung T919 Behold

7

Nokia 5300

8

Dictionary

Information

8

Nokia N73

8

Nokia 6120c

9

qeep

Social & community

9

Sony-Ericsson W580i

9

Nokia 6233

10

Bluetooth File Transfer OBEX FTP

Productivity

10

Nokia 5310 XpressMusic

10

Sony-Ericsson W200i

11

Facebook Mobile

Social & community

11

Motorola V3r

11

Nokia 6630

12

KD Player

Music

12

Motorola RAZR V3a

12

Nokia 5200

13

Yamee

Email & Messaging

13

BlackBerry 8310

13

Nokia 3500

14

GlassPlayer music player

Music

14

Nokia 6300

14

Nokia 3230

15

Windows Live

Social & community

15

BlackBerry 8100

15

Sony-Ericsson K550i

16

MagicBlueHack

Lifestyle

16

Nokia 7610

16

Samsung SGH E250

17

Pleex

Productivity

17

Samsung SGH i617

17

Nokia 5310 XpressMusic

18

FileExplorer

Productivity

18

Nokia 6630

18

Sony-Ericsson K800i

19

FaceWarp

Entertainment

19

Nokia N95

19

Nokia N95

20

YouTube

Entertainment

20

Nokia 6600

20

Sony-Ericsson K530i

www.mobile-ent.biz

Devices

Devices

May 2009 35

Title

Artist

Title

Category

Dead And Gone

T.I. ft. Justin Timberlake

1

JEOPARDY! Clue Crew

Jeopardy

Tonight

Jonas Brothers

2

Haters Make Us Famous Pink Frosty

Want It, Need It

Plies ft. Ashanti

3

I pooted

Foster's Home for Imaginary Friends

Jamie Foxx ft T-Pain

4

Spider-Man Swing

Spider-Man 3

Title

Publisher

1

Jeopardy! Deluxe

Sony Pictures

1

2

Bounce Out

Real Networks

2

3

Collapse! Chaos

Real Networks

3

4

Win At Texas Hold'em

I-play

4

Blame It

5

Wheel of Fortune Deluxe

Sony Pictures

5

Kiss Me Thru The Phone Soulja Boy Tell'em

5

Amazing City Scape

Pink Frosty

6

Family Feud Deluxe

Mobliss

6

The Climb

Miley Cyrus

6

Catalina Nature

Artwork

7

Flavor of Love

IGfun

7

I Run

Slim Thug

7

Lara - Climbing Mountain Tomb Raider: Underworld

8

2008 Weakest Link

I-play

8

Stanky Legg

GS Boyz

8

Shut Up and Kiss Me

Pink Frosty

9

Call of Duty 4

Glu

9

Never Never Land

Lyfe Jennings

9

Glittering Cross

Christian

10 Gem Drop

Real Networks

10

Hoedown Throwdown

Miley Cyrus

10

Keep Hatin

Pink Frosty

11

Diner Dash 2

Glu

11

Rockin' That Thang

The Dream

11

One Shall Stand

Transformers

12

Deal or no Deal: Million Dollar Mission I-play

12

You Complete Me

Keyshia Cole

12

Clemson paw

Clemson

13

Wheel of Fortune Road Trip

Fulep

14 Pop! Trivia Deluxe 15

Hannah Montana Star Moves

16 Slinky

Sony Pictures

13

Lost

Gorilla Zoe

13

You Suck

Skyzone Mobile

14

Beep

Bobby Valentino ft. Yung Joc

14

Spring Tink I Love Flowers Peter Pan

Disney

15

You Can Get It All

Bow Wow

15

Dolphins True Love

Romance

I-play

16

If This Isn't Love

Jennifer Hudson

16

Burberrys

Cool Designs

17

Hangman Deluxe

LemonQuest

17

It's Yours

J. Holiday

17

Barack Obama

Versaly

18

Rocky Boxing

Skyzone Mobile

18

La La Land

Demi Lovato

18

Adios and Ciao Ciao

Tokidoki

Glu

19

Main Themes

Lucas Films

19

Riley Mugshot

20 World Series of Poker Pro Challenge Glu

20

Turnin Me On

Keri Hilson ft. Lil Wayne

20 Purple Haze

19 Super Breakout

The Boondocks Pink Frosty

SOURCE: OPERATORS

network subs Key operator subscriber numbers from around the world

Operator

Subscribers

18,537,000

Mobile TeleSystems

54,420,000

16,794,000

VimpelCom

42,200,000

Kyivstar GSM

23,456,000

Ukrainian Mobile (MTS)

19,910,000

O2

413000

Country

Operator

Subscribers

Western Europe UK

Vodafone T-Mobile 3 (includes Ireland)

4,868,000

O2

19,080,000

Orange

15,815,000

Vodafone

23,068,000

Italy

France

Greece

Israel Netherlands

Ireland

Sweden

Norway Germany

Denmark

Belguim

Poland

Portugal

Switzerland Spain

Eastern Europe Czech Republic Russia

Country

Ukraine Slovakia Asia Pacific Australia

3

8,450,000

3

1,892,000

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

Sprint

50,031,035 32,100,000

USA

Sonofon

1,783,000

T- Mobile USA

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

May 2009 37

MOBILE MARKETPLACE

MOBILE

DEVELOPER

MARKETPLACE

MARKETPLACE INDEX 26 CONTENT............................................+49 9547 870 120 www.26content.com BANGO...................................................+44 08700 340 365 www.bango.com BRIGHTSHARE .....................................+972 (54) 307 49157 www.brightshare.com DIALOGUE COMMUNICATIONS ..............08700 790 300 www.dialogue.net DYNAMO...............................................+44 (0)1382 348635 www.dynamogames.com ELITE ........................................................+44 01543 268826 www.elite-systems.co.uk FLUID PIXEL STUDIOS ...........................+44 01642 384336 www.fpstudios.com FROGGIE ...................................................+34 954 98 08 48 www.froggie-mm.com GENIE .........................................................+44 844 415 5531 www.broadbandgenie.co.uk/mobile INLOGIC...................................................+421 904 628 889 www.inlogic.eu KATINA......................................................+44 78 3366 4075 www.rawmobileporn.com MOBIVENTION.....................................+49 2203 906 0210 www.mobivention.com

CONTENT PROVIDER

MKHOJ .........................................................+1 650 521 6150 www.mkhoj.com PARTNERTRANS ..............................................01753 247731 info@partnertrans.com SPIEL STUDIOS .......................................info@spiel-s.com www.spielstudios.com SPLASH .......................................................+1 310 8212 666 www.splashnews.com THUMBSTAR..............................................+44 151 203 3445 www.thumbstargames.com UNIVERSALLY SPEAKING....................+44 (0)1480 210621 www.usspeaking.com WAPPLE..................................................+44 (0)1527 558247 www.wapple.net XIAM ............................................................+353 1 483 2000 www.xiam.com

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

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

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

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

May 2009 39

MOBILE MARKETPLACE

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May 2009

LOCALISATION

GAMES DISTRIBUTOR

ADULT CONTENT

MOBILE ANALYTICS

www.mobile-ent.biz

MOBILE MARKETPLACE AFFILIATE PROGRAMS

COMPANY SPOTLIGHT

PartnerTrans GAME DEVELOPMENT STUDIO

www.mobile-ent.biz

Localisation is incredibly important. Mistranslations like ‘All your base are belong to us’ don’t give out a great impression. So some insiders within the sector are wondering why it doesn't get the attention they believe it deserves.

PartnerTrans is among them.

“Localisation is hardly being recognised,” argues PartnerTrans’ Iris Ludolf. “There is, or should be, a lot of work and thought involved in creating a quality localised game, so this hard work should be recognised as well.”

Happily, the firm is beginning to see this support materialise. It has gathered the backing of several bodies within the gaming industry, including, most prominently, the German GAME association. “We were asked to head a roundtable at last month’s German ‘Gamestage’ event,” added Ludolf. The event, which was packed with industry figures of all levels, including publishers and developers – as well as students – saw the firm discuss the pitfalls and problems of not putting enough emphasis on localisation services.

PartnerTrans was joined at the roundtable by several other firms involved in the localisation market, including Trilobit, which was responsible for the translation and localisation of EA’s MMORPG Warhammer Online and 2 PI Team, which handles community management for several games

throughout Europe.

“The 2 Pi Team know exactly what the effects of bad localisation are on a product, especially when it comes to games,” comments Ludolf. “That's why it is important to recognise not just how important it is to put significant emphasis on the role localisation plays in making the gaming experience complete – especially in Europe where there are so many different languages in a relatively small area – but also to honour those who have done a good job in the process.”

The latter point was picked up by the IGDA's localisation special interest group at the Game Developers Conference in March.

According to Ludolf, the vice chair of the SIG, Miguel Barnal-Merino agreed that something needed to be done about the issue.

She is keen to hear from companies involved or who work with localisation services. You can contact her at: iris.ludolf@partnertrans.com.

May 2009 41

MOBILE MARKETPLACE MOBILE ADVERTISING

INTERACTIVE MOBILE SOLUTIONS

(

)

SOFTWARE DEVELOPER

GAMES DEVELOPER

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

CHAMPIONSHIP MANAGER MOBILE SERIES Winner of a prestigous BAFTA award. Five versions and counting.

98% - MobileGameFAQ's, 9/10 PocketGamer Gold Award

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

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

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

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

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

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May 2009

www.mobile-ent.biz

MOBILE MARKETPLACE MOBILE GAMING PARTNERSHIPS

COMPANY SPOTLIGHT

MOBILE BROADBAND

mKhoj India-based mKhoj describes itself as a mobile advertising marketplace, with a variety of solutions designed to help its clients reach their customers in the most efficient way on mobile.

Founded in 2007, the solutions provider concentrates on helping its advertiser clients extend their reach into Asia Pac, Africa and the Middle East.

A specialist in targeted advertising solutions, mKhoj says its mission is providing the business model and technology to enable the growth of the mobile internet, especially in the regions it targets. To this end, it creates contextual ads for clients and helps regional operators monetise their traffic and services.

A policy of monitoring regional mobile traffic patterns has enabled mKhoj to identify a group of advertisers that market exclusively to Symbian and Windows-based smartphones. As a result, advertisers can design products based on certain platforms and handset types. The can then create campaigns around these www.mobile-ent.biz

parameters. This is the extent of smartphone coverage, as the iPhone hasn't gained market share in mKhoj’s operating zone.

The firm asserts that this approach reduces the problem of drop-outs from the conversion funnel and leads to a higher return on investment on any campaign run through its solution.

Now a couple of months into its launch, mKhoj’s latest features – namely full support for Windows Mobile and S60 handsets – is having a major impact on ROIs for its customers in all regions. Its push email and video downloads have also been benefiting from a successful launch. Among the many satisfied customers are major FMCG brands such as Yamaha and Reebok. www.mkhoj.com

May 2009 43

MOBILE MARKETPLACE VIDEO/PICTURE AGGREGATION

CONTENT DISCOVERY

Splash News TV - the Paparazzi’s own TV Channel. Unique ready-for- mobile Snack TV shows from the streets of Hollywood voiced in any language.

Our short form clips are already streamed over a million times daily. Available for easy download or push. Raw video, images and text feeds also available.

We have a global network team of over 1000 photographers shooting pictures of A-List stars Whatever your mobile needs entertainment Programming, wallpaper, text alerts and mobile video - the largest paparazzi archive with more than 20,000 videos, over 2 million images and a comprehensive daily text feed is at your disposal.

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

PUBLISHER

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

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May 2009

www.mobile-ent.biz

MOBILE MARKETPLACE PUBLISHING PLATFORM

COMPANY SPOTLIGHT

Splash SALES AND MARKETING

www.mobile-ent.biz

The wave of celebrity news and photos that started when the digital era began in the 1990s has now reached tsunami proportions.

This has not just given the public more opportunities to consume the stuff, but also the chance to create and monetise their own celeb material.

Hence, all those images of Lindsay Lohan in the supermarket.

Mobile phones – specifically cameraphones – have been the driver of this phenomenon. And companies like Splash News have emerged to sit between those who create the content and those who wish to serve public hunger for celeb news, videos and pictures.

This US-based independent entertainment news and picture agency has become a leader in the space, thanks largely to skills honed in the ultra-competitive UK newspaper market by its founding team of British expats. The company essentially aggregates and syndicates pics on behalf of over 1,000 photographers, ranging from professionals to amateurs and bloggers. It now serves 55 countries worldwide with millions of images and clips.

Inevitably, the company has diversified from the mainstream world of old media into mobile, offering wallpaper, text alerts, video and more to the world’s consumerfacing mobile channels. It has a

catalogue of 2m images and 20,000 clips, and uses facerecognition to check published pics against archived images.

Splash recently launched Splash News TV, an in-house unit providing entertainment programmes totalling nine minutes of footage, five days a week. Splash News also makes a three-minute round-up of the day’s and week’s best celebrity news.

Each show is available for download from the website in all major formats. As well as providing the shows in several languages, Splash also offers a ‘no voiceover’ option with downloadable script, allowing customers to record their own voiceover. Splash News TV claims its brand of celebrity news content has now become a fixture in the many countries in which it is broadcast. www.splashnews.com

May 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 Michael Ohajuru, Director, Materna

Which phone do you own?

Professionally, the N96. Privately, iPhone for podcasting, twittering and surfing.

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

6310i had a battery life measured in weeks.

What the truck?

Voicemail-to-text is Hell

Going to Vegas is always a mind-blowing experience for callow Europeans used to medieval streets and daylight. At CTIA the excess of the city spilled over to the showfloor. Generally, most exhibitors spice up their stands with a free pen.

Antenna firm Powerwave went one further and brought in a juggernaut. We wondered whether it was some kind of giant metaphor for mobile infrastructure. On reflection, no. It was a truck.

Elsewhere on the CTIA showfloor, Spinvox decorated its stand with male action figures in black suits with orange boxes on their heads. The effect was oddly disturbing. Where had we seen it before? Ah yes, the hideous sculpture Hell, by British artists The Chapman Brothers. Not sure that Spinvox would relish the link. Whatever you think of voicemail-to-text, it’s not up there with mankind’s worst atrocities.

Feather-brained mobile billing

MIG’s towering achievement UK homeless charity, Shelter, challenged people to run up the 600 feet high NatWest Tower – not on the outside, but using the stairs. Among those rising to the challenge was MIG, which supplies text services to the charity. The five strong team (pictured) raised £750. Special congrats to Matt Bawden (far left) who reached the top first.

MOBILE ENTERTAINMENT

Online Editor: Stuart O’Brien Stuart.Obrien@intentmedia.co.uk Managing Editor: Lisa Foster Lisa.Foster@intentmedia.co.uk Reporter: Ben Furfie Ben.Furfie@intentmedia.co.uk

O’Brien

Green

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

CONTACTS

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

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

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

Mobile Entertainment is published 12 times a year

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

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

46

May 2009

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

Current ringtone?

Neil Young – Keep on Rocking in the Free World Favourite mobile game?

TapTap Revenge.

Favourite mobile site?

BBC’s RSS newsfeed.

You wait years for a decent homing pigeon-based mobile April Fool’s story to come along, and then two arrive at once. Bango was pleased to announce its Pigeon Send Money Service as a form of operator billing, quoting mFlocks’ Andrew Bird as one high profile convert. At the same time, Qualcomm unveiled its plan to place tiny base stations into the bodies of animals such as the Frankenstein-like Wolf Pigeon.

Amusing, but in all seriousness, more consumerfriendly than PSMS.

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

What phone would you like next?

Palm Pre. It’s taken iPhone’s UI on much further with Linux-like openness.

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

Augmented reality maps of any Renaissance city.

Which content company do you most admire?

Sprite Interactive.

Worst idea in mobile?

Surf The Mobile Internet campaign by BT Cellnet.

SUBSCRIPTIONS UK: £50 Europe: £75 Rest of World: £90 Intent Media is a member of the Periodical Publishers Association.

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

Total average monthly net circulation per issue for January 1st 2007 to December 31st 2007 was 8,012. © Intent Media 2009. 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

www.mobile-ent.biz