Mobile Entertainment September 2010

FOR EVERYONE IN MOBILE CONTENT

SEPTEMBER 2010 ISSUE 67 WWW.MOBILE-ENT.BIZ

INSIDE THIS ISSUE Come to the crunch Introducing ME’s new online TV series

Pic credit: Photographer Ashish Maurya Source GSMA & Decisive Media

MOBILE ENTERTAINMENT

Banner headlines We catch up with ad giant InMobi Sweet streams Aspiro talks music ...and loads more

Going for growth Who needs 3G and smartphones? Find out how emerging markets are turning IVR, SMS and more into gold in an ME special issue...

Tuesday, September 28th • The Soho Hotel • London

CO NF ER EN CE

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CONTENTS

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SEPTEMBER 2010 | ISSUE 67

MUST BE CHOKING

FEATURE Pic credit: Photographer Lisa Young Source GSMA & Decisive Media

10 GOING FOR GROWTH Ahead of our Monetising Mobile: How To Get Ahead In Emerging Markets conference, we present a series of features on ‘growth regions’. Read on for insights into rural India, ad-funded games and more. Plus loads of stats.

FEATURE

FEATURE

18 THE CRUNCHY BIT

22 CLICKING ROUND THE WORLD

Introducing ME TV. First up, five interviews on the ‘data crunch’ sponsored by Amdocs.

In less than two years, InMobi as emerged as one of the major global players in the mobile ad space.

INSIDE THIS ISSUE 4 OPINIONS

28 SHOWS

You’re entitled to our opinions. This month: m-payments and Facebook Places.

New York, London, Paris, Munich… everybody’s talking about mobile conferences.

8 STREAM POWER

27 DEALS

Aspiro shares top tips for a successful music streaming service.

Illicit industry liaisons laid bare in our round up of who’s buying and who’s bagged a ton of VC cash.

24 ME AWARDS

28 CHARTS

The nominations are in, the shortlists are being considered. Book your ticket now!

Up or down, in or out. Anyway you look at it, it’s the charts.

26 APPOINTMENTS

30 DISCONTENT

In the words of OutKast, we like the way you move (between jobs).

This month’s topics: piss, polo, sumo and other unmentionables from the mobile content biz.

33 MARKETPLACE YOUR GUIDE TO THE MOBILE CONTENT INDUSTRY

Download the

Apps versus the browser: Is there a single issue of more significance to the mobile media than this? It's a question that's been debated since Apple ushered in the app era in 2008, and one that heated up this year when Steve Jobs rejected and rubbished Adobe Flash and bigged up HTML5. Of course, HTML5 is the technology that could bring app-type functionality to the browser and thereby stifle the growth of the app. Would Apple care if it did? Not sure. The App sSore is a great feature that helps to market the iPhone, but revenue wise it's hardware, not software, that counts.

Whatever Apple's stance, there's no doubt that the majority of brands, media companies and content providers will be cheering for apps. Why? Because apps give them a route to cash and control denied to them by the 'open' web. When I see stats like the one from Research2guidance that the app market generated $2.2 billion in 1H10 from 3.8 billion downloads, I have to pinch myself.

But, as I said, it's not just the money but the element of control that makes apps so attractive to content providers. Last month, Wired's Chris Anderson, penned a controversial article that argued the web is dying, and being replaced by 'semi-closed platforms that use the internet for transport but not the browser for display'. Apps, Skype, Xbox Live, podcasts, eReaders – they're all replacing Google and the web. They're easier to navigate. Quicker.

Of course, the upshot is that the web loses its openness – and control of access is concentrated into a small number of ‘choke points’. Anderson reasons that this is how capitalism works. The same thing happened to railways and landlines.

I suppose the worry here is that, while apps as a concept are more closed than the browser, the current set-up still allows indies to flourish. Witness the colossal success of Angry Birds, Shazam and the like.

If and when Apple, Google, Nokia, GetJar and the rest start favouring the big boys and shutting out the indie army, that’s when we should all worry.

Tim Green Tim.Green@intentmedia.co.uk

iPhone app!

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

2.6m

6.5m

0

Foursquare can safely be described as a new media phenomenon, with 2.6 million users and thousands more joining every day

Angry Birds is the latest iPhone game sensation, with 6.5 million sales and 11 million downloads of its Lite version

The number of Google Nexus One devices left after they were withdrawn and made available only to developers

IN BRIEF Itsmy gets more social The Gofresh-owned social network Itsmy has bolted extra communication tools into its service. The major addition is the ability for members to receive cross and in-game notifications whenever a friend starts playing a game in the Itsmy world.

Members can customise what the company calls ‘gamers playgrounds’, so that they can add favourite games, buddies and trophies with a single click. In-game gifting and in-game messaging has also been introduced – Itsmy says the latter will enable players to ask each other for help, plan strategies and exchange hints and tips.

Itsmy CEO Antonio Vince Staybl said: “We’ve built an easy-to-use and pure mobile gaming platform for the whole world, for all phones and with connections to all online and mobile social networks, so that people can play games on their mobile phones with their friends no matter where they are, without downloading an App or starting a PC.”

iPhone App Store is such a trial Apple has launched a Try Before You Buy section on its App Store highlighting lite versions of paid apps.

One of its sub-sections within Free On the App Store is called Try Before You Buy, and it lists some of the best ‘Lite’ versions of paid apps and games. These Lite versions have been around since its earliest days, but the fact that free and demo apps are being more heavily promoted by Apple is significant for developers, and may lead to a new boom in the creation of Lite versions of paid apps. Among the Try Before You Buy featured apps are Smule’s Leaf Trombone, Rockstar Games’ Grand Theft Auto: Chinatown Wars, and ALK’s CoPilot Live.

Saffron Digital heard on the Widevine UK video specialist Saffron Digital is integrating Widevine’s video optimisation and DRM technology into its own Saffron Locker cross-platform DRM offering. The firms say the deal will enable them to exploit video opportunities in the connected TV, Android, Apple and RIM environments.

Saffron’s proprietary technologies, which include the ability to support multi-device video delivery, encoding and Domain Based DRM, have been integrated into products by Nokia, Sony Ericsson, LG and Samsung, as well as services for Sony Pictures, Paramount, 20th Century Fox, Sky, T-Mobile and Vodafone. Shashi Fernando, CEO of Saffron Digital, said: “We are committed to enabling users to play content securely across multiple devices from different manufacturers and this partnership with Widevine takes us significantly closer to that goal.”

4 | September 2010 Mobile Entertainment

OPINION

Buying into m-commerce Retailers are the key to the next wave of mobile payments. They should grab the opportunity now, says AIME’s Andrew Darling... ntil now the credibility of mobile commerce has been largely built on the success of selling ringtones, games, screensavers and other bits and pieces of digital content. Thanks to a few unscrupulous content promoters that credibility was stretched to breaking point in the mid-noughties. It all came to a head after some high profile subscriptionbilling scandals rocked the industry and led to a regulatory crackdown in 2007.

Since then, revenues have dropped as consumers lost trust. However, over the past few months growing interest from major high street retailers looks set to pave the way for the second generation of m-commerce.

Although use of the mobile for end-to-end transactional services remains slight, recent m-commerce efforts from companies such as Ocado, M&S and Tesco are targeting a more mainstream shopping audience. Clearly retailers are recognising the platform-wide benefits as more and more people find the confidence to use their phones to access retailers.

Last month, trade bodies AIME, the IAB and IMRG released findings of research into this sector, and found that over half of UK retail brands expect revenues from mobile channels to rise over the next 12 months and 65 per cent plan to launch a transactional mobile site within two years. That’s all encouraging. But it’s clear that hopes for the future outweigh actual activity today. So while 94 per cent of those retailers surveyed cited mobile as a real opportunity for future growth, the research worryingly found that only 20 per cent of the 20 most popular UK retailer websites were actually optimised for mobile browsing.

Retailers must move faster to keep up with consumers who are already seeking out retail websites via their phones. According to the GSMA and Comscore, a staggering 4.2 million UK consumers are visiting retailers’ websites using the mobile internet every month. Even if m-commerce is still in its infancy as a transactional tool, retailers must act now to seize opportunities that already

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exist, by looking at mobile not just as a means for direct rev generation but also as a way for driving sales to other online and in store channels, CRM, couponing and loyalty programs – as part of a wider, joined up marketing mix.

Extending their presence onto mobile platforms can be a daunting prospect. Indeed, many companies have rightly questioned the perceived lack of ROI in launching a mobile website and asked whether consumer behaviour is ready for m-commerce. However, those concerns should be quelled now that there is clear evidence of a market opportunity to exploit. Consumers are driving demand for a new shopping channel, just as they did in the early days of online retailing.

The difference this time is that it’s easier. The cultural shift required for retailers to go from online to mobile is much smaller than moving from high street to web.

And in many cases it simply requires the optimisation of an existing web presence rather than a ‘ground-up’ development of a new technology.

Of course, there is a risk of doing too much. Mobile apps may be popular right now but in terms of cost versus reward, a lot of retail brands are probably better off investing in mobile CRM or simple text alerts.

Some are spending money on iPhone and other smartphone apps at the expense of improving their mobile websites that everyone with a mobile browser can access. With iPhone app development costs running at ten times more than mobile site costs and with a reach which is 50 times less, sex appeal and app vanity will only trump pragmatic reach for so long. Most retailers need tools that can drive traffic and generate sales at low cost.

In the coming months, AIME, the IAB and IMRG will be holding a series of events around m-commerce, as well as producing educational materials for retail brands and conducting further research into the behaviours and attitudes of UK consumers in this area. For more information, visit www.aimelink.org.

Andrew Darling is MD of West Pier Media, and the communications director for trade body AIME. He can be reached at andrew@westpiermedia.com

Retailers must move fast to keep up with consumers who are already seeking out retail websites via their phones.

According to GSMA and Comscore, 4.2 million UK consumers are visiting retailers’ websites every month.

www.mobile-ent.biz

25

298,000

2.6 billion

That’s the percentage of UK iPad owners that never take their device outside the home. Hope they bought the cheaper one.

…Symbian phones ship every day – that dwarfs iPhone and Android. But how media-savvy are those users?

There could be 2.6 billion wi-fi devices by 2014, driving market worth $250 billion a year, says Strategy Analytics.

OPINION

‘Where’ next for Facebook What does Facebook’s entry into the social location space mean for Foursquare and the rest? ME’s Stuart Dredge has some ideas… acebook must be big: two different UK TV shows have parodied it. Geeks roared with approval at the episide of The IT Crowd where social network 'FriendFace' played a prominent role, although they probably cringed at Ian Beale's recent adventures on 'MatesGate' in Eastenders. That said, there is no shortage of big numbers to show Facebook's meteoric rise. It recently sailed through the 500 million user mark, and claims that 150 million of those are actively accessing the service from their mobile phones.

That latter number is likely an underestimate, too.

According to Facebook's own published figures for its various official smartphone apps, it has more than 102 million people using its iPhone app, more than 57 million on its BlackBerry app, and 12 million on Android.

There's even nearly a million people still using the Facebook app for the now-venerable Sidekick messaging device.

Facebook's mobile ambitions have increased rapidly in the last couple of years, as it improved its applications, and rolled out its Facebook Connect technology, allowing apps and games to hook into its social graph.

In short, Facebook was already one of the 900lb gorillas of mobile entertainment even before last month's announcement of Facebook Places. So what are the implications of its move into the social location game? The simplistic way to describe Facebook Places is as a Foursquare killer. Like that startup, whose lingo it borrows, it's based around people 'checking in' to realworld locations, in order to ensure all their friends know exactly which pub/restaurant/office they're currently drinking, eating or messing about with apps in, instead of working.

Facebook Places is currently only available in the US, and only within the Facebook iPhone app and the company's touch.facebook.com mobile website. Users can check in at their current location, and also check-in the friends that are with them. The latter feature is already controversial, with Facebook being accused of a habitual disregard for people's privacy. You can prevent people from checking you in by changing your privacy settings on the social network, but there's a big debate around whether this should be opt-in or opt-out, and whether users will realise they can do it.

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Beyond this, Facebook Places poses two key questions for the emerging area of social location. First: will it take the idea of check-ins mainstream? Very probably. Compare those 150 million-plus Facebook mobile users to the three million-odd people using services like Foursquare and MyTown. Check-ins are about to leap the chasm from geeks to, well, everyone.

The second question: will Facebook Places really kill Foursquare? The company was on-stage at the Facebook Places launch along with rivals Booyah and Gowalla, backing the pitch that Facebook wants its new service to be a rising tide for the social location startups, helping them grow rather than choking off their lifesource.

In theory, this is true. Facebook Places isn't just a feature in the company's own app: it's an API that other developers can use for their own apps – much like Facebook Connect. At the launch, Booyah announced a new app called InCrowd that uses the API, while its rivals promised they'd be integrating it into their own services as soon as possible. The show of unity was cracking even before the launch, when both Booyah and SCVNGR told ME that Foursquare had most to lose from the launch of Facebook Places, since it's more reliant on pure checkins than their own apps.

Meanwhile, Foursquare CEO Dennis Crowley's testy response to an interview question a week after the launch was enlightening: “It’s not that great or interesting. It’s a pretty boring service, with barely any incentives for users to keep coming back and telling their friends where they are.”

That may be true at launch, but there’s already evidence that Facebook is planning to add more sticky features to Facebook Places over time. Recently, it acquired a startup called Hot Potato, whose service was based around users checking in to activities and live events, rather than just places.

Finally, though, it’s important to note that in the longterm, the social location war isn’t Facebook versus Foursquare, but Facebook versus Apple versus Google versus Nokia. In that context, Facebook Places is just one of the opening salvos.

Stuart Dredge is the online editor of ME

There’s already evidence that Facebook is planning to add more sticky features to Places.

www.mobile-ent.biz

IN BRIEF RIM carries the Torch BlackBerry maker RIM has hailed its ‘best BlackBerry’ ever – the Torch qwerty slider. The new handset is an exclusive to AT&T in the US, and will come to Voda in the UK. It’s a touchscreen device with a slideout keyboard, five-megapixel camera, BlackBerry 6 OS complete with a WebKit browser, aggregates feeds from Facebook, Twitter and MySpace, and WiFi 802.11.

Nokia totally sold on Motally Yet another bit of M&A business for Nokia, which has signed an agreement to acquire Motally, a US-based mobile web and app analytics specialist.

Motally’s service offers in-application tracking and reporting, and is designed to enable developers and publishers to optimise their content. Nokia says it will adapt Motally’s technology for Qt, Symbian, Meego and Java developers, while continuing to serve the company’s existing customer base.

Dell joins app store stampede Months after it launched into the smartphone space, Dell has unveiled its own app store. The Dell Mobile Applications Store has 50,000 apps available, and is the result of a partnership between Dell and PocketGear.

Supported smartphones include Android, BlackBerry, Palm OS, Symbian and Windows Mobile. Users on US and some of the bigger European operators are catered for, with pricing in dollars, pounds or Euros.

Scoreloop inks first operator deal Mobile social gaming platform Scoreloop has signed its first contract to provide a connected gaming community for an operator - Taiwan’s Chunghwa Telecom. Scoreloop is working with Chunghwa subsidiary Spring House Entertainment to provide a customised version of its Scoreloop SDK to developers making games for the operator’s service.

PayPal bumps into Android The e-money giant PayPal has added bump tech to its Android app giving users the ability to ‘bump’ two handsets together in order to transfer money between two PayPal accounts.

The update also means users can ‘split the check’ – a nifty little function that allows people to split a bill an then collect the cash when on a night out.

Mobile Entertainment September 2010 | 7

ASPIRO

Streams and reality What’s the secret behind a successful music streaming operation? ME asked Aspiro, the firm behind the WiMP service, to share... hanks to Spotify, Napster and others, the idea of music streaming has entered the mainstream in many European markets. But in Nordic countries, it’s Aspiro’s WiMP that’s making all the running. The service launched to Telenor’s Norwegian and Danish customers via PC, Mac and mobile (Linux and Android) in April. WiMP lets users access three million tracks for 99 kroners per month. New users can try the service for free for 30 days.

A few months later Aspiro submitted the service to the iPhone app store for approval.

The iPhone app features most of the functionality from the PC-version of WiMP, and like the Android-version also features an offline mode, so users can play music from WiMP with or without an internet connection.

The firm is adamant that the streaming habit actually increases the consumption and spending on music. Last month it revealed survey findings that showed one in three Norwegians have now streamed

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Stats, stats, stats Collect statistics and use that knowledge. With good feedback on user behaviour, listening habits and promotional effectiveness, you can learn a lot about what works and what doesn’t, and modify your product accordingly.

Streaming is not about technology – that is irrelevant – it’s all about the music and the joy it brings. music, and that 68 per cent listen to more music as a result. The survey also concluded that streaming reduces the extent of illegal music file sharing, with 54 per cent saying they’ve stopped downloading music illegally as a result.

In the process of launching WiMP, Aspiro has learned a lot about what makes a streaming service successful. We asked Gunnar Larsen, global sales director of Aspiro, for his top ten tips.

Get your retailing right Even if millions of songs are just a few clicks away, it’s essential to guide users to music they know, like and probably would like.

Recommendations, interesting editorials and the latest news make the service more fun and rewarding.

8 | September 2010 Mobile Entertainment

Pick your partners Guess what. Some of your partners are better than you at some things. Team up with firms who have complementary services, and together you can offer an even better user experience.

Above: Gunnar Larsen, global sales director at Aspiro, has recently launched the successful streaming service, WiMP

Make yourself accessible Work towards being present on PC, Mac, Linux, mobile (iPhone, Android, Symbian) – and try to make a similar experience on each platform. But if a platform cannot meet a specific user demand, don’t dilute it and confuse your customers.

Socialise your service Let users share their views, invite others to join, and make your service more attractive.

Use existing social networks though, rather than trying to build your own.

Be deep and wide It’s OK to offer a large and varied catalogue, but it’s not OK to make it bland or just big. Be local. One size does not fit all, and you need to cater for the users in each of your markets.

Operational excellence is not just a bullet on a PowerPoint It’s a mistake to focus only on uptime and response times. You also need to increase the speed of making new music live, while ensuring metadata and categorisations are clean and up-to-date. Customers are fickle, and they will walk if they aren’t satisfied with your performance.

Get the rights Make sure you work with whoever holds the rights. There is a lot of trialing of different business models at the moment, but music should not be a zero-sum game (but it’s okay to have a good argument along the way).

Build to last If you don’t plan and build for the longterm, then how can you ask your customers to invest time, money and energy in your service? A successful streaming service is a service to which users return and use daily.

That commitment must be treated with respect and gratitude, and rewarded with setting up your service to last.

Make the user experience magnificent.

There should be no difficulty setting up and enjoying your service. Streaming is not about technology – that is irrelevant – it’s all about the music, the fun of music and the joy it brings. A minute to learn, a lifetime to enjoy. www.mobile-ent.biz

Book your place at Monetising Mobile now

Innovation nations They say necessity is the mother of invention. It’s certainly the case in emerging markets, where wildly innovative services are constantly rolled out. Ahead of this month’s Monetising Mobile conference, ME picked out a few… t’s easy to tie yourself in knots when you’re a westerner talking about socalled ‘emerging markets’. Such an unsatisfactory term. But what’s better?

Growth markets? Developing regions? All imply some kind of backwardness when these markets are actually brimming with innovation, and numerically out-punch virtually all Western territories.

One simple point of difference is inescapable though: these regions are the only ones with growing subscriber bases.

Look at China – 750m connections and still 650 million to go.

So mobile content makers are watching carefully. According to Informa Telecoms & Media, emerging markets will help take VAS revenues from $200 billion in 2009 to $340 billion in 2014. It says China, India, Indonesia, South Africa, Nigeria, Egypt, Turkey, Israel, Saudi Arabia, Brazil, Mexico, Argentina, Russia, Poland and the Ukraine will account for 36 per cent of global mobile data revenues by the latter date.

Without doubt the infrastructure in these countries will be transformed by then. But for now, VAS specialists have to dream up services that use voice, SMS and IVR. The fact is, these restrictions have only served to nurture creativity. Earlier this year, IMImobile launched Cell Shakti to deliver voice-based information to the most remote rural mobile users (see feature on page 12). And then there’s the BubbleMotion service, Bubbly. It’s best described as a kind of Twitter that uses voice messages instead of text. You record your message and broadcast it to a group of followers. Whenever there’s a new audio update, followers are notified via SMS with instructions on how to listen.

BubbleMotion works because it addresses the population that can’t read, works in any language and relies on the widely available 2G voice network. Like Twitter, it’s been enthusiastically adopted by ‘regular’ users and also embraced by celebs as a hybrid of PR and performance.

Bollywood actor Amitabh Bachchan, for example, has more than 350,000 followers to his Bubbly voice-blog, compared to 250,000 on Twitter. Even the BBC is using it.

Bubbly users actually pay 30 rupees ($0.65 USD) per month to be notified in real

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10 | September 2010 Mobile Entertainment

Services like BubbleMotion (top) and SMS GupShup (bottom) have discovered a way to monetise voice and text

time of voice-blog updates per celebrity they are following. It has well over 1.2 million paid subscribers across multiple operators in India. And Bubble Motion is adding 100,000 new paid users per week.

For literate Indian phone users, the textual equivalent of BubbleMotion is SMS GupShup, which enables one-to-many, many-to-many and many-to-one SMS messages. It has over 26 million users now, and the ad inventory available on its messages has been purchased by eBay, Pepsi, Indian Idol and more.

Intriguingly, the firm recently launched AppShup, an app store dedicated to SMSbased products. It runs an open developer platform to encourage third parties to build apps and get them hosted on operators channels. Close to 100 SMS apps are already available. Mostly, they consist of simple cricket info services or word jumbles.

Meanwhile, GupShup has also created a brand channel through which firms can build communities around these alerts.

The sheer accessibility of tech such as SMS has led some entrepreneurs to dream up socially-useful concepts around them.

One of the best known is Bangladesh’s CellBazaar. It’s like eBay and uses SMS to bring the trading of basic goods to a previously unwired rural population.

It’s available to 22 million Grameenphone subscribers and has 51,000 registered sellers and 1.5 million users paying the standard SMS or GPRS charges for accessing the service. There are no monthly or posting fees. The service has won numerous awards, and keeps Grameenphone happy by improving loyalty and generating voice calls. It says a popular item can generate calls from up to 30 people.

SMS, IVR and voice are clearly powerful www.mobile-ent.biz

Email katy.grant@intentmedia.co.uk

Don’t miss the Monetising Mobile conference

Snaptu is bringing the mobile web to millions of consumers in emerging markets

For valuable insights into emerging markets and great networking, you simply must attend ME’s Monetising Mobile conference on Tuesday, September 28th at the Soho Hotel in London.

It follows our hugely successful May event and will examine the market for mobile content in regions such as Russia, Eastern Europe, India, South Africa, the Middle East and more. The event starts at 4.30pm, with two and half hours of presentations and debate before dinner, drinks and networking, which lasts until midnight.

Our speakers are: Anu Shah, CEO, IMI Europe – An overview of the content market in key regions from one of the sector’s biggest specialists Simon Davies, MD Europe of Snaptu – Putting the internet into the hands of feature phone users David Ryder, director of marketing, Oxygen8 – an insight into South African mobile VAS market Neeraj Roy, Hungama – what does the Indian content consumer want?

Shailendra Pandey, senior analyst, Informa – key stats and insights from the world’s emerging markets

tools for reaching users without data connectivity. But the mobile internet is expanding its reach all the time. And plenty of companies targeting this growing addressable market.

Just a few weeks ago, Facebook announced it would launch a stripped down, text-only version of its social site in emerging markets. Importantly, the service will incur no data charges. Third party destinations will, but writing on walls and updating status will be completely gratis.

The audacity of the strategy proves how high the stakes are for Facebook. Yes, it’s spreading fast in all regions, but there are powerful incumbents such as Orkut (Brazil, India) and VKontakte (Russia) to take on.

And then there’s South Africa’s MXit, which lets feature phone users message each other in groups or individually without paying data charges. They can also www.mobile-ent.biz

download wallpaper, ringtones and games.

MXit has become a phenomenon, with 20 million users in a population of 50 million people. It is now eyeing expansion into other territories.

The question of how best to deliver mobile web services across low-end devices in a 2.5G world has not been overlooked. In April Vodafone announced it would collaborate with Opera on a stripped down browser with complementary data tariff, for example (see box on page 14).

Meanwhile, Snaptu developed an app that directs users to the web’s primary online services. It’s achieved over 3.5 million downloads across India, Indonesia and South America. This footprint obviously opens up the market for advertising, and there are no shortage of advanced CPC performance networks to go to – not least the region’s biggies BuzzCity and InMobi.

Anuj Khanna, CEO, Wireless Expertise – a statistical snapshot of the Indian market James Lamberti, VP of global research and marketing, InMobi – The mobile advertising market in India, Asia and the Middle East Andreas MacMahon, account director, Accumulate UK – preloaded content distribution in emerging markets

Monetising Mobile: Emerging Markets Tuesday, September 28th, 2010 Soho Hotel, London To reserve a place now for just £229 +VAT, please contact Katy.Grant@intentmedia.co.uk or call her on +44 (0) 1992 535 647 for more information.

Dave Moreau, CEO, Fonestarz – How to get your content into the Middle Eastern region KF Lai, CEO, BuzzCity – Profiling the mobile internet user. This session will provide insight into the consumer behaviour of today’s mobile internet user in emerging markets.

Balbir Blugan, applications manager, Sony Ericsson – the market for apps in Russia and the Middle East

Mobile Entertainment September 2010 | 11

Book your place at Monetising Mobile now Email: katy.grant@intentmedia.co.uk

The rural deal With its Cell Shakti service, IMImobile is targeting India’s most remote rural users with value added mobile content. And it’s picking up ideas that could be applied in the west. Tim Green found out more from IMI’s Anu Shah and Madhavan Iyer... t’s a common mistake in ‘developed’ regions to focus on consumers at the highest end of the market. Witness all those brands making iPhone apps that still don’t have a decent mobile website. If anything, this approach is even more erroneous in the world’s emerging territories, where the mass of users have basic feature phones and pre-pay contracts.

Yes, they have relatively low incomes, but the sheer scale of this user base is so vast that it cannot be ignored.

In India, IMImobile is helping operators target these consumers with a specialised mobile VAS offering for rural India called Cell Shakti. It says 70 per cent of India’s population lives in the rural areas and that 64 per cent of the nation’s expenditure comes from its villages. Significantly, India’s rural tele-density currently stands at 13 per cent so there’s huge growth to come.

Cell Shakti aims to give information on weather, healthcare, basic law and order, and more. Madhavan Iyer, VP of managed services at IMImobile, says the service is helping rural users to improve their lives.

“We’re giving farmers info about commodity prices, for example,” he says. “Every village has a market, and we collate information about crops and husbandry that Cell Shakti users can access before they arrive.”

Clearly, this information has to be presented with a view to the capabilities of its audience. For this reason, the chosen method is SMS alerts or IVR using shortcodes and spoken messages. This is common sense given the relative lack of data-enabled phones and the fact that many users are unable to read. IMI is also mindful of the myriad of dialects spoken so it presents the service in 16 languages.

At present, IMI is working with Airtel on Cell Shakti. Airtel charges one rupee a day for access, and attracted 48,000 users in its first week. Iyer believes the marketing of the service is critical to its success and would like to see special Cell Shakti SIMs that activate the service when the device is powered up.

For IMI, the emerging market dimension of Cell Shakti is not too significant. It prefers to see it as an example of how it targets a vertical and creates a service specifically for it – wherever it is in the world. It’s done the same in the ringback space, launching the

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12 | September 2010 Mobile Entertainment

Pic credit: Photographer Ashish Maurya, Source GSMA & Decisive Media

Caller Ring Back Tone (CRBT) service with BSNL. Among the innovations it introduced is the ability to listen to live news and cricket while waiting for the caller to pick up. Intriguingly, IMI is now teaming up with European ringbacks specialist Muzicall to open up the space in the EU zone.

It wouldn’t be the first time an emerging market success has travelled west. The Music Radio service, which provides Indian subscribers with a dial-in music service listened to on the voice network has been a huge success in India – and is said to have inspired the Orange Monkey concept launched earlier this year in Europe.

Anu Shah, MD of IMImobile Europe, says: “Music Radio works because there are so many people who have moved to cities and want to listen to music in their own language.

It’s been reported that mobile radio has overtaken broadcast radio in terms of revenues. The fact that Orange Monkey is based on it shows that the most sophisticated services aren’t always right for the market.”

Cell Shacki’s emphasis on commodity prices is giving workers in rural regions important economic benefits

Meet at Monetising Mobile IMImobile’s Anu Shah will be presenting at ME’s Monetising Mobile conference on September 28th at the Soho Hotel in London. He’ll give an overview of the content space in various growth regions across the world, and share IMI’s experience in creating World Cup content with MTN and other high profile case studies.

IMI offers a portfolio of managed services for operators, media companies and enterprises. This currently enables over 77 operators in 66 countries and reaches over 780 million subscribers.

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World services Apps in China, Vodafone’s ultra cheap handsets, Hungama’s channel for Indian rock acts – Mobile Entertainment rounds up more nuggets from the world’s emerging mobile content markets…

The great call of China Mobile

The mobile way to pay

China Mobile’s own app store knocks all the others into a cocked hat; it’s got 500,000 developers for a start…

In cash-dominated societies with negligible broadband, mobile payment is the only feasible digital alternative. No wonder these services are exploding across the world…

China does things differently. With its mix of rampant economic capitalism and oldschool political socialism, it's a curious mix alright. It's also very far harder to penetrate for outsiders than its BRIC counterparts India, Russia and Brazil.

China has two massive operators, although they are run like quasigovernment departments, and they do things their own way.

China Mobile, the world's biggest operator with 554 million subscribers in June 2010, is already preparing for the post-voice era with Mobile Market, its own riposte to the iTunes App Store, which it launched in August 2009 to sell video, software, e-books, music, games and other content (rival operator China Unicom launched an official iPhone app store in August 2009).

Unbelievably, it has over 500,000 registered developers and offers 200,000 apps across multiple devices. By the end of Q2 2010, 25 million apps had been downloaded, putting China Mobile on target for 200 million users by 2012.

The results reflected the general

success of China Mobile's value-added services drive. VAS revenues increased 13.4 per cent in FY2010, contributing 29.5 per cent to overall operating revenue.

Within this, its mobile video service exceeded six million users, and China Mobile was also rather proud of accumulating over five million M2M (machines to machine) customers.

This has all been achieved with a negligible 3G build-out. China Mobile's TD-SCDMA network had just 10.46 million customers by the end of June, which is 1.89 per cent of its total subscriber base.

The operator's music download service had over 3.2 million paying users and over one million songs available, and this along with the still-powerful ringback tone business makes China Mobile a formidable player in the music space.

Mind you, it didn’t stop Google announcing a free, ad-supported (online) music download service with Top100.cn.

Or Nokia choosing China as the first destination for Comes With Music with DRM-free downloads.

Kenya's M-PESA payments system has a good claim to being the most transformative of all mobile products launched in emerging markets. Run by local operator Safaricom, it has changed people’s lives by turning 18,000 airtime-selling retailers into quasi banks. Customers pay to have money credited to their mobile wallet, which they can then use to pay for goods or transfer to others so that they too can buy stuff – or exchange credit for cash – in the same shops.

The service has boosted the productivity of Kenyans who would otherwise spend hours queueing to pay bills. It’s used by 9.5 million people, or 23 per cent of the population, and transfers an astonishing 11 per cent of Kenya’s GDP each year.

M-PESA has inspired dozens of similar schemes across the world. Africa’s biggest operator, MTN, is rolling out m-payments in several countries, and signed up 890,000 in Uganda alone.

The scheme has also alerted payments superpowers to what's possible in emerging markets. It’s Interesting that PayPal chose Malaysia as the first country in which to launch an operator partnership. The firm is deeply committed to mobile apps, but is working with Maxis on a service that’s offered direct from an operator. It lets customers log-in from their handsets and then click to purchase high street items.

Africa goes browsing Want proof of the voracity with which the 'unwired' are embracing the mobile web? Look no further than Opera Software’s State of the Mobile Web special report on Africa. It shows how triple-digit annual growth rates are routine in the region, while illustrating that Africans are checking Facebook and Google, just like the rest of us. Here are some highlights: The top 12 countries using Opera Mini in Africa are South Africa, Nigeria, Kenya, Egypt, Ghana, Sudan, Libya, Tanzania, Ivory Coast, Namibia, Mozambique and Mauritius.

From June 2009 to June 2010, page views in the top 12 countries in Africa increased by 182 per cent, unique users increased by 124 per cent, and the amount of data transferred increased by 160 per cent.

Sudan and Ghana led the top 12 countries of the region in terms of page-view growth with a staggering 4,645.6 per cent and 916.5 per cent respectively.

Kenya leads the countries in the region for page views per user, with each one browsing an average 639 pages a month.

Facebook is the top-ranked site in six of the twelve listed countries, and Google is ranked #1 in the remaining six countries.

14 | September 2010 Mobile Entertainment

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Voda’s drive on the cheap Ultra-affordable handsets and complementary tariffs are spearheading Voda’s ongoing drive into emerging markets…

When Vodafone announced betterthan-expected profits in the summer, it was frank enough to admit that nearly all the growth had come from Africa, India and Asia. The operator has been targeting these regions for years, and now the policy is paying off. But the strategy involves more than just buying up operators like Airtel.

Earlier this year Voda made two announcements that showed just how carefully it wants to nurture users in emerging markets. First, it unveiled ultra low cost handsets for users in India, The Democratic Republic of Congo, Kenya, Mozambique, Qatar, South Africa and Tanzania.

The Vodafone 150 and Vodafone 250 offer voice, SMS and support for mobile payment services. They retail at at below $15 and $20 respectively.

A few weeks later Voda confirmed a deal to launch a customised version of the Opera Mini browser to run on 20 low-cost handsets over 2G networks in India, South Africa, Turkey, Tanzania and Egypt. Since the Opera Mini 5 browser can compress data by up to 90 per cent, it's quicker – especially in remote locations. The move was backed by competitive data tariffs for worry-free browsing and a simplified UI for newbie users.

India for indies is a rocking good deal Content giant Hungama is known for its close links with Bollywood and the established Indian music biz. But, with ArtistAloud, it's also doing its bit to support the indie scene...

India is not readily associated with rock and soul. Isn't it all Bollywood? Well, no, it's not. Which is why Hungama Digital Media launched ArtistAloud.com as a platform for the country's army of independent musicians who may not have record labels, but want a platform for promoting their music.

Hungama immediately signed 30 independent artists including Abhijeet Bhattacharya, Shibani Kashyap, Thermal And A Quarter and Parikarama.

Users can listen to song previews of one minute and then buy a single MP3 download for 10 rupees, or four songs for 20 rupees.

What's interesting is that there's so much more that's novel and innovative about the deal than the content itself. In the summer, for example, Hungama announced that consumers can access and buy songs through all three digital screens – mobile, internet and DTH. But even more radical than this is the way Hungama promotes the store via live web concerts, which it calls web certs.

ArtistAloud.com is an intriguing move for Hungama, because it’s so solidly part of the music

establishment in India now. In fact, the firm concluded a huge deal in December with record label Reliance Big and local distributor T-Series to handle their catalogue across telcos, internet, IPTV and mobile networks in India and 37 other countries. The channels include Hungama.com, iTunes, Rhapsody, Amazon MP3 and more.

The firm has become the premier digital music player in India thanks to a series of creative ideas, of which web-certs are just the latest. Another example is MusicConnect, which lets Aircel subscribers listen to music on the voice network via IVR. They can also make recommendations to friends and share playlists online via Facebook, Twitter et al.

Hungama is a Gold Partner of the Monetising Mobile conference.

Here you go, an article about Indian entertainment and not a single Bollywood female belly button to be seen. Instead, feast your eyes on the indie stars of Hungama’s ArtistAloud service – Thermal And A Quarter (bottom) and Parikarama (top).

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Mobile Entertainment September 2010 | 15

Book your place at Monetising Mobile now Email: katy.grant@intentmedia.co.uk

Growth markets in play Want to reach the vast army of mobile gamers in emerging territories? If so, BuzzCity wants to hear from you. Its Djuzz portal hosts free games and already generates eight million downloads a month. ME quizzed BuzzCity’s CEO KF Lai… What were the origins of Djuzz?

It grew out of MyGamma, which is our mobile social network. We were looking at how we could offer advertisers new channels to reach consumers in emerging markets. Gaming is hugely popular, so it was an obvious move.

How does it work? How is it monetised?

All the games are free, and they’re a mix of demos and complete versions. We host ads on the site, but there’s no revenue share.

Instead, the idea is that developers acquire new users and keep 100 per cent of any sales that come from this. It’s really a marketing channel for publishers, sometimes for physical products.

How has it performed so far?

It’s become very successful very fast. We launched in February and there are now around 6,000 games available from over 100 publishers. At present, we’re running at around 50 million page views a month and eight million downloads in the same period.

The top three territories are India, Indonesia and South Africa, but the service has users in Vietnam, Thailand, Sri Lanka and even western markets like the US. Which games companies are participating?

Cellufun, Hovr, HeroCraft, Glu Kiloo and others from the west along with Indian companies like IGFun, and more from Asia and Russia.

BuzzCity. We’re now up to 300 partners including operators, handset manufacturers, content providers and portals in Sri Lanka, Malaysia and elsewhere. Around 70 per cent of all traffic comes via them. With the Djuzz Catalogue we do give partners a share of ad revenues, but the upside for us is the added promotion and the sheer number of new users coming into the network. The partners get an offering they can optimise by geographic area and game type – and they keep their customers on portal for longer.

What’s been the response from advertisers?

Advertisers like the clear proposition, and the fact that there are options other than CPC, such as sponsorships. It meant we could attract brands like Puma and Adidas.

They both did campaigns around sports titles during the World Cup. Soon advertisers will be able to advertise inside the games, too. The SDK for this is out there, and over 100 developers have downloaded it.

As Djuzz is all about downloads, has this restricted its growth in some markets?

Are there enough addressable handsets?

It’s not really an issue. Most phones are Java enabled now. Take a country like Indonesia.

Nokia has a 70 per cent market share, and all its devices now ship with Java. Data is affordable for most customers. It’s around 39 rupees a month – that’s less than a dollar.

In May, you launched a syndication programme, Djuzz Catalogue, to give third parties the chance to host the service.

How has that affected its progress?

I think syndication has been the biggest boost of all for Djuzz. We launched with the idea of giving partners the chance to create their own branded games portal, hosted by

Have you considered turning Djuzz into a fully-fledged app store like GetJar? I can see the argument, but for me it’s a branding and discovery issue. We want to keep Djuzz as a games channel – although it’s true we do have some products that could be described as lifestyle – so that customers know what to expect and don’t

16 | September 2010 Mobile Entertainment

There’s an army of keen mobile gamers in emerging markets.

They’re downloading eight million a month from Djuzz

get lost inside it. So what we’ll do instead is launch new services using the Djuzz engine but offer different product types. We already did this with the Now Cook channel for recipes. That’s been great for bringing in new advertisers like Nestle. And in a few months, we’ll launch a music service around independent artists. That will start in Indonesia, where there is a big community of local artists looking for exposure.

Meet at Monetising Mobile Sign up for to ME’s Monetising Mobile conference on September 28th at the Soho Hotel in London to hear KF Lai speak in more detail about mobile web users in emerging markets.

BuzzCity runs a vast ad network across multiple territories in Asia, the Middle East and Africa, so it has deep insight into all the trends.

BuzzCity is a Gold Partner of the Monetising Mobile event.

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Get Monetising Mobile updates on the new ME iPhone app

MONETISING MOBILE

SPEAKERS: ANU SHAH, CEO, IMI Europe An overview of the content market in key regions from one of the sector’s biggest specialists SIMON DAVIES, MD, Europe, Snaptu Putting the internet into the hands of feature phone users in India and elsewhere.

DAVID RYDER, director of marketing, Oxygen8 An insight into South African mobile market from the UKbased VAS specialist.

NEERAJ ROY, CEO, Hungama What do Indian consumers want? Expert insight from the region’s content powerhouse.

SHAILENDRA PANDEY, senior analyst, Informa Key stats an insights into the world’s emerging markets from Pandey’s recent report.

ANUJ KHANNA, CEO, Wireless Expertise A statistical snapshot of the Indian market from the former Tanla exec.

JAMES LAMBERTI, VP of global research and marketing, InMobi The mobile ad market in India, Asia and Middle East

How to get ahead in emerging markets India • Brazil • South Africa • Middle East • And more

ANDREAS MACMAHON, account director, Accumulate UK Pre-loaded content distribution in emerging markets

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

DAVE MOREAU, CEO, Fonestarz How to optimise your content for the Middle Eastern content market.

Conference & Dinner £229

KF LAI, CEO, BuzzCity Profiling the mobile internet user – insights from the exec behind Buzz City, MyGamma and Djuzz.

Gold Sponsors

BALBIR BLUGAN, applications manager, Sony Ericsson The market for apps in Russia and the Middle East An ME Event

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

Fo more details go to www.mobileent.biz/events for updates.

ME TV – ‘TACKLING THE DATA CAPACITY CRUNCH’, LIVE ON WWW.MOBILE-ENT.BIZ SPONSORED BY

Tackling the data crunch: an ME TV online production This month, Mobile Entertainment will introduce its new ME TV online feature. Each series will comprise five one-to one video interviews with senior industry execs on the thorniest issues of the moment. The first, sponsored by Amdocs, will focus on the ‘data capacity crunch’.

Here, we examine the issue and introduce those interviewees… ver since the first phone shipped with a web browser and a video player, the mobile industry has been hurtling towards unsustainable network congestion.

Now, the number of apps that consume data and perform frequent status checks has led to such congestion that even voice calls are being missed. According to a Cisco report, mobile data traffic will increase by a factor of 39 times in the next four years, reaching 42 exabytes annually by 2014, and 66 per cent of this will be video.

This year, the industry finally confronted the ‘tsunami’ launched by video streaming, apps and broadband dongles. RIM’s CEO Mike Lazaridis said: “No matter how you slice it, bandwidth is not free. If we don't set up economic incentives now, research and innovation for new networks won't happen for the future.” Shortly after Ronan Dunne, O2's UK CEO, added: “There isn’t a CEO or CTO in the industry who doesn't have this (issue) on their desk.” Shortly after O2 moved to abandon flat-rate data tarriffs.

It’s in everyone’s interest to tame this capacity crunch. Not least the mobile

E

18 | September 2010 Mobile Entertainment

Does this picture successfully communicate crowded networks and heavy mobile activity? It was the best we could do.

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ME TV – ‘TACKLING THE DATA CAPACITY CRUNCH’, LIVE ON WWW.MOBILE-ENT.BIZ SPONSORED BY

content companies finally enjoying success after years of struggle. Happily, there are solutions – and not all of them are technical. Instead of simply installing ever more cellsites and new equipment, service providers need to develop an approach that thinks more “out of the box”.

We asked networks specialist Amdocs to provide a list of techniques that could be used by all affected to fix the problem…

Offload data to wi-fi and femtocells Wi-fi hotspots at home can remove significant traffic from the networks. 3G signals at the common 2.1GHz frequency are poor at penetrating indoors, further enhancing the value of this approach. The downside is the drain on battery life.

Femtocells operate seamlessly as part of the 3G network, with factors of 100 to 200 times the current capability of outdoor cellsites.

Deploy Metro-Femto Here, large numbers of low-cost cellsites are installed in high data traffic areas, such as transport hubs, stadiums and city centres.

Backhaul connectivity is done through existing copper wires such as DSL, cable modems or fibre. The estimated capacity is around 3Gbit/s per square km.

Sideload content Obvious one. Already common on iPhone.

Traffic shaping Here, resources are allocated to each user based on their demands so that, for example, web pages show up quickly while heavy traffic activity like file downloading takes longer. Alternatively the customer profile can be used to track data usage and tweak it depending on permitted allowance. This avoids individual users being able to hog a large proportion of the available capacity in any individual cell.

Expand the range of data tariffs Education is important here. Users need to know how much data certain activities consume and how to use wi-fi or off-peak hours to reduce data-hungry activity.

Streaming Studies of those viewing YouTube videos uncovered that most do not watch each complete scene. This means that downloading the whole clip in advance wastes a lot of capacity. Conversely, reducing the size of buffered video saves capacity for everyone.

Optimising for mobile If a video is sent in a format suitable for larger screen sizes, it wastes capacity. Far www.mobile-ent.biz

About Amdocs Amdocs is one of the world’s longestestablished ‘customer experience’ specialists.

It works behind the scenes to help service providers such as mobile operators explore new business models and streamline operations. It indirectly serves hundreds of millions of end users in more than 60 countries. The firm’s newest release, Amdocs OSS 8, offers multiple techniques for easing congestion on mobile networks.

Who’s on ME TV? ME’s first-ever video series premieres on the www.mobile-ent.biz site this month. The subject is ‘Tackling the data capacity crunch’, and it’s sponsored by Amdocs. Over five weeks, we’ll introduce five high-level interviews with execs from all links in the value chain. Here they are…

Jonathan Earle, head of consumer marketing for Telefónica O2 UK In the UK, O2 can claim to be the operator with the most proactive approach the to data crunch. It has begun to phase out flat-rate plans in favour of limited allowances and bolt-ons.

It claims that 97 per cent of its subscribers do not need to buy additional data allowances, as the lowest bundle (500MB) provides 2.5 times the average customer’s current use. In this interview, Jonathan Earle will elaborate on what prompted the re-think and how customers have responded.

Dean Bubley, founder, Distruptive Analysis You won’t find a more knowledgable and acerbic telco analyst than Mr Bubley. His Distruptive Analysis site is required reading for operators – even if it makes occasionally disturbing reading.

Bubley has strong opinions on the proposed methods for taming the data crunch and making a ‘happy pipe’, whether it’s wi-fi offloading, intelligent caching or LTE. But he’s equally compelling on the behavioural impact of crunch-taming measures, such as customers hammering their data allowances at the end of the month, or operators requesting their users sign up to access adult material to shame them into less consumption.

TO BE CONFIRMED, RIM In February RIM’s CEO Mike Lazaridis caused a few ripples at Mobile World Congress by speaking out against the untrammelled expansion of traffic across mobile networks. He called this the ‘capacity crunch’ and accused iPhone supporting operators of doing most of the damage, before adding that BlackBerrys are five times more network efficient. So how does RIM square its sense of responsibility with reinventing its browser and preparing the way for ‘super apps’. We hear the answers in this interview.

Emma Lloyd, business development director, Sky It’s hard to think of a media company as committed to the mobile medium as Sky, which was among the first to offer live streaming TV via operators, to offer a multi-channel ad sales service to advertisers and create iPhone, Android and iPad apps around its various TV channels. It even has an app for programming your Sky+ box from remote locations. So how does the broadcaster feel about the crowding of the networks?

Has it examined new business models around the issue?

Nick East, general manager, Amdocs OSS Division For years, Amdocs has worked closely with operators on improving network efficiency. It’s observed the ‘tsunami’ in data consumption and has very clear ideas on how to tackle it (see main article). In this interview, Amdocs’ general manager (OSS division) Nick East examines the short and long term fixes available to operators.

better to transcode it into smaller and more efficient formats.

Better app design Developers should consider the impact on network resources in their products.

Software updates, for example, could be timed to download at offpeak times.

Various network-centric technical upgrades…

These require significant spend, but address the long term health of the network. They include expanding cellsite capacity, upgrading to HSPA+ or LTE, installing more carriers per cellsite or rolling out new macro cellsites and buying more spectrum.

Mobile Entertainment September 2010 | 19

2010

AWARDS

The Mobile Content Industry’s

Premier Awards Event Thursday, November 18th 2010 The Royal Garden Hotel, Kensington, London W8

2,750 + VAT Tables of ten ÂŁ ÂŁ295 + VAT Single Places

AWARD CATEGORIES

DEVELOPMENT & PUBLISHING

Best Gambling Company Best Adult Company Best Games Company Best Location Company Best Social Media Company Best Mobile Book Company Best D2C Company

SERVICES

Best Video Service Provider Best Music Service Provider Best Games Service Provider Best Transactions Provider Best App Developer Best Mobile Web Publishing Platfor m Best Advertising Network Best B2B Content Provider Best App Store

OPERATORS & HANDSETS

Best Handset Company Best Developer Programme Best Operator

SPECIAL AWARD

Outstanding Contribution to Mobile Content

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

INMOBI Q&A

Inside Two years ago InMobi was an Indian-based ad network serving 500 million ads a month. Now it’s a mobile ad powerhouse, serving 40 times more ads and operating all over the world. Tim Green asked Rob Jonas, Inmobi’s VP and MD of Europe, what’s next for the firm…

It’s fair to say InMobi is riding the mobile advertising wave as successfully as anyone. What are the topline figures?

We’re up to 20 billion impressions across the network a month. That’s up from half a billion in January 2009. And we’re operational in 150 countries, with offices in India, the UK, South Africa, Singapore, the US and Tokyo.

What sort of pressure does this put on the operation?

From the start, the company’s effort went into engineering and the platform, so it has always been robust. The challenge was more about business development and people, and clearly that has been where the expansion has come in the last year or so.

We are up to 130 employees now, and still hiring.

22 | September 2010 Mobile Entertainment

Above: InMobi’s VP and MD of Europe, Rob Jonas

It’s fair to say mobile advertising is intensely competitive. There are dozens of networks out there. How will InMobi differentiate itself?

Well, if you think about it, all networks have three key components to handle: there’s the initial ad request, the serving piece and the click. You have to get those working reliably and fast. And when you have a network that spans 150 countries and thousands of publishers, it’s not trivial to get that working in sub milli-second speeds. Now, clearly the more established networks can all do this.

So we are focusing on what happens after the click, and also how we can improve targeting before the ad request.

tool called AdROIt that gives advertisers metrics to show which ads are delivering the best results. But the important thing is that it’s ‘self-learning’ and creates a real-time feedback loop. So it shows where advertisers should place their ads, and which campaigns work best. In the next few months, we’ll be developing tools that help advertisers discover the ‘lifetime value’ of customers.

How will the post-click activity change?

Specifically, offering a change from cost per click to cost per acquisition. We now have a

So that’s after the click. How can InMobi improve user targeting before any action has taken place?

But that means advertisers are spending less. Seeing as InMobi represents publishers, is this a good thing?

History shows InMobi that the more effective ad spend is, the more advertisers spend overall. Ultimately, everyone benefits.

www.mobile-ent.biz

INMOBI Q&A

Right now, the only intelligence available to advertisers is based on handset type, operator, OS and so on. But we all know that advertisers want to be able to target in mobile the way they can in other media – by gender, social class, income, precise location and behaviour. This is another project for us, and it involved us teaming up with operators and other data sources like network service providers to open up that data. It’s quite a challenge, but we’re hoping to have something live next year.

That kind of targeting is what Blyk do.

Could InMobi be interested in that kind of permission-based push activity?

No, we are a blind performance-based network. The fact is, if you crack targeting then you reduce the desire to target by site.

Interesting, because you have made formal announcements on the back of partnerships with Jumbuck, Hi5 and others. Why do that if advertisers can’t choose where their ads go?

Those deals really just help to reflect the size and scale of the network. But most publishers prefer anonymity – and we always honour that.

The mobile ad space is incredibly hot at the moment, probably the most active in terms of M&A activity. Do you think there will be further consolidation or will the market continue to support dozens of networks?

I think the space breaks down into those companies that can be described as multiterritory performance networks – us, AdMob, Quattro, for example – and those that focus on their own domestic market.

There will be a shake-out, but it will come when those single territory firms look to compete globally and choose to get bought or merge.

Will InMobi seek out acquisition targets?

It’s not a priority, but we have the means to do it if the opportunity comes along.

What effect has Apple and iAd had on InMobi?

Honestly, it’s been great. We’ve all benefited from the exposure.

But I’m assuming InMobi doesn’t really go in for that kind of rich media format…

Most of the ads we serve are banners, and most of the advertising is direct response for telcos and handset makers and so on. It’s interesting, though, how the many regions we operate in differ from one another. In Asia it’s more about brand-building than direct response, because of the vast reach www.mobile-ent.biz

Find out more about InMobi at the Meet-Up Come and meet Inmobi at the next Meet-Up social event on Monday September 20th…

ME’s legendary networking party – Meet-Up – returns later this month. Come along and you’ll get the chance to find out about Inmobi’s ad network and its expansion plans in Europe.

To secure your place, please send an email to: meetup@intentmedia.co.uk. Please include your full name and job title in the email. If demand exceeds supply, we’ll allocate spaces on a lottery basis.

Meet-Up • 24 London • 24 Kingly Street • London W1B 5QP Monday September 20th 2010 Email: meetup@intentmedia.co.uk we can offer advertisers. Ten billion ad requests a month is pretty compelling.

Clearly there’s still a great deal of growth potential in mainstream brands and agencies. But what about the multitude of small businesses that have made Google Adwords such a success, for example?

We see the market in terms of the ‘head, torso and tail’, with the head being top agencies and brands, the torso being the next level of brands and the tail being the small businesses you mention. The agency business is growing incredibly fast, and we have teams in place to handle those accounts. But it’s definitely the case that the tail piece really needs to kick in. I think the key will be when a certain sector really embraces the channel. Then we’ll see smaller providers rush in to replicate them.

Another evening of socialising and networking is on the cards at the next ME Meet-Up

It’s happening online with travel and financial services, for example.

Finally, it seems to me there’s a big elephant in the room – and that’s Facebook. How can networks compete against Facebook when it finally opens up its inventory?

I agree that Facebook is the big unknown. And when a company has 42 per cent of all mobile web traffic – as it does in the UK I believe – you have to wonder at its impact. I do know people at Facebook and I have some idea of what they’re planning. It’ll be interesting, but there’s so much growth in the ad space. It continuously surprises me.

So I’m confident we can keep growing whatever happens in terms of competition.

Mobile Entertainment September 2010 | 23

ME AWARDS 2010

AWARDS

Best of all

We’ve received hundreds of nominations for the fifth ME Awards, which take place on Thursday November 18th at London’s Royal Garden Hotel.

Book your ticket quick before they all go...

What’s the nominations process?

The submissions deadline has passed, so now it’s down to the ME team to decide who makes the shortlists, basing its decisions on nomination pitch documents and consultation with industry insiders.

magine spending the evening in the company of your treasured industry colleagues. Picture yourself getting slowly and pleasantly inebriated. Maybe even winning a prize and making a short speech about how you couldn’t have done it without your team (even if you don’t actually believe it).

Well, your reverie could come true at the ME Awards. On November 18th. At the Royal Garden Hotel, London.

It’s the highlight of the year for the mobile content space. Everyone who’s anyone attends. And we always have a comedian host who swears a lot – and what’s not to like about that?

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

We’ve introduced a new Best Location Company award to reflect the rise of companies making GPS-enabled products, and there’s also recognition for m-book specialists.

Next month we’ll publish our list of finalists. But in the meantime book a ticket.

They’re going fast…

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24 | September 2010 Mobile Entertainment

What’s the judging process?

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

We send them a PDF of the special awards brochure that details the shortlisted finalists. This supplement will be bundled with the October issue of ME.

ME AWARDS 2010 DEVELOPMENT AND PUBLISHING Best Gambling Company Best Adult Company Best Games Company Best Location Company Best Social Media Company Best Mobile Book Company Best D2C Company

Can I sponsor the event?

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

SERVICES Best Video Service Provider Best Music Service Provider Best Games Service Provider Best Transactions Provider Best App Developer Best Mobile Web Publishing Platform Best Advertising Network Best B2B Content Provider Best App Store OPERATORS AND HANDSETS Best Handset Company Best Developer Programme Best Operator SPECIAL AWARD Outstanding Contribution to Mobile Content

When are the Awards?

Thursday November 18th at The Royal Garden Hotel, London UK.

Picture yourself among the handsome and successful people pictured here. It could happen. Buy a ticket.

How much is it to attend?

A single place costs £295 + VAT and tables of ten are priced at £2,750 + VAT. For details of table sales and other ticket enquiries contact kathryn.humphrey@intentmedia.co.uk or +44 (0) 1992 535647.

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Sponsored by

RECRUITMENT

GREG CLAYMAN

IAN ARTHURS

DAVID JARVIS

How’s Zatt for a recruitment drive?

Casual gaming specialist Zattikka adds three, and Greg Clayman dances away from MTV… Former Symbian CTO CHARLES DAVIES has departed Nokia to join SatNav giant TomTom. He was formerly head of Nokia’s R&D’s strategy and architecture team.

DAVID TEMKIN is the new VP of mobile at AOL. He will report to Brad Garlinghouse, president of consumer applications, and be based in AOL’s Mountain View office. Temkins previously worked for Palm.

Zattikka has furthered its made three senior exec hires. DAVE MUTTON (pictured, top) joins as VP of sales and marketing following tenures with Amazon, Yahoo and others. His task is to grow Zattikka’s network of flash gaming sites, and its portfolio of iPhone, Blackberry and Android games.

Meanwhile JIM MCDONAGH (pictured, middle) has been recruited as external producer after three years in the same role for Ubisoft. Finally, PETER JONES (pictured, bottom) joins as executive producer. He will be reunited with his former Argonaut colleague Matt Spall.

26 | September 2010 Mobile Entertainment

GREG CLAYMAN has left Viacom to run News Corp’s new iPad project. The role brings to an end Clayman’s association with Viacom (and more specifically MTV) that saw him become one of the industry’s most familiar faces. Few will forget his badass rap on stage during CTIA 2007. His appointment indicates News Corp’s serious intentions in the new media space, and its desire to find new delivery models.

Ovum has appointed NICOLE MCCORMICK as senior analyst for consumer mobile communications in the Asia-Pac region. She will lead Ovum’s research, providing strategic advice to wireless operators, vendors and regulators. She joined from Informa Telecoms and Media.

Velti has confirmed two additions to its management team: SALLY RAU joins

as chief administrative officer and general counsel, and IAN ARTHURS as VP of customer development. Rau has 25 years of experience in corporate law to the role and arrives from DLA Piper.

Arthurs joins Velti from Google, where he led sales and account management for the travel and retail verticals.

Former Private Media exec DAVID JARVIS has set up his own consultancy, The Cue Project. The adult-focused mobile marketing agency already has clients including Cherry Media, Nomad and Twistbox.

The Official Charts Company has appointed GILES JONES as head of commercial development. Jones arrives at the firm with a long career in sales and business development roles at Ubisoft, LEGO Software and The Game Factory behind him. He will oversee sales of music/video consumption data to new destinations.

Movius has hired two new execs to strengthen its presence throughout Latin America. RONALDO VENCI is the new VP of sales for the CALA region

while FABIO DE ALMEIDA is sales director for the Caribbean, Central America and Mexico. Movius recently signed a multi-national agreement with Telefonica to supply its new Side-Line app in 12 Latin American countries.

Gaikai, the cloud-based game streaming service, has appointed DAVID REITMAN as VP of business development. Reitman has 20 years experience in online gaming, having worked on World of WarCraft, EverQuest and Asheron’s Call.

PAUL COCKERTON has left text-foranswers service AQA after eight years.

He founded the company after departing Psion and helped guide it to mainstream glory. Cockerton is taking a well-deserved rest before weighing up new offers. Maybe we should text ‘what is Paul doing next’ to 63336.

Mobile marketing firm Upstream has appointed ASSAF BACIU as VP of product management in order to develop next gen solutions. Baciu has over ten years experience in the B2O and enterprise space.

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

www.mobile-ent.biz

RECRUITMENT

Sales and Business Development Manager Mobile Advertising London – Excellent basic bonus benefits

Sales Manager – Mobile Advertising Network Global Media Agency London – Excellent basic bonus benefits

CONTACT KATY GRANT TO

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

www.mobile-ent.biz

Sales Manager Mobile Advertising Network Germany – Excellent basic bonus equity

Proposition Manager Mobile Operator Germany – Excellent package

Account Director Mobile Marketing London – Excellent package

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

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

Mobile Entertainment September 2010 | 27

EVENTS

2010 Calendar

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

SEPTEMBER 2010 September 14th Netbiscuits Partner day Cologne, Germany www.netbiscuits.com Netbiscuits’ client showcase and discussion summit comes back to the firm’s home town.

It will feature a business and technology track, and takes place a day before the demexco new media ad showcase, also in Cologne.

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

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

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

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

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

The Mobile Marketing Association rolls into London for the EMEA leg of its MMA Forum series. This Informa Telecoms and Media produced event will gather together senior executives for two full days of debate and discussion. Guest speakers will be drawn from the mobile space, plus executives from BMW, Marks & Spencer, Coca-Cola and many more.

October 6th Adweb 3.0 Cornell Club, New York http://adweb30.com A conference designed to foster deal making, networking and discovery of solutions for buyers and sellers in digital advertising.

October 6th-8th CTIA Wireless and Entertainment 2010 San Francisco, USA

OCTOBER 2010

The autumn CTIA event is more contentfocused than its spring counterpart. It’s located in San Fran this year, so remember to wear flowers in your hair...

Oct 5th-6th MMA Forum: EMEA (London) Thistle Hotel, London www.mobilemarketingforum.com

October 19th-20th Mobile Marketing Asia 2010 Kuala Lumpur, Malaysia

28 | September 2010 Mobile Entertainment

UPCOMING...

September 14th Netbiscuits Partner day September 14th-15th Nokia World September 20th ME Meet-Up September 28th Monetising Mobile: Emerging Markets September 28th29th Mobile VAS Asia Oct 5th-6th MMA Forum: EMEA (London) October 5th-6th The Mobile Marketing Forum, Europe October 6th Adweb 3.0 October 6th-8th CTIA Wireless and Entertainment 2010 October 19th-20th Mobile Marketing Asia 2010 October 19th-20th Mobile Apps World November 9th-10th SEE 2010 November 18th ME Awards 2010

Top executives examine mobile marketing in Asia emergent territories.

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

NOVEMBER 2010 November 9th-10th SEE 2010 Beurs van Berlage, Amsterdam www.seefuturemobile.com Symbian gets a lot of crap thrown at it, but remains the world’s biggest smartphone OS. With Symbian v3 imminent, this could be the most interesting SEE event for years.

November 18th ME Awards 2010 Royal Garden Hotel, London www.mobile-ent.biz/events Now into its fifth year, the ME Awards evening rewards companies doing outstanding things in the mobile content space. Best event of the year, and you know it.

www.mobile-ent.biz

DEALS

Deals

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

PARTNERSHIPS

DEAL

GetJar is to power white-label browser based app stores for Malaysian operator DiGi and Virgin Mobile India.

Telenor will co-brand, distribute and run the Opera Mini mobile browser across its handset portfolios.

OF THE MONTH

MobileActive has inked a deal to provide apps produced by its RingRing Studios division via Swisscom’s content portal.

Saffron Digital will integrate Widevine DRM to enable multi-device access for its video content.

Bitstream will host GetJar apps via its Bolt mobile web browser.

Mobcast has confirmed T-Mobile and Orange distribution deals for its e-book store.

SERVICE/PRODUCT LAUNCHES RIM has launched a BlackBerry Podcasts service with participants including Reuters, Speed TV, The Onion and more.

Mauj buys Mobango

Facebook has launched into the geolocation space with Facebook Places, offering check-ins like Foursquare.

Qualcomm has unveiled its Qualcomm Services Labs innovation unit. Announced projects include Vive and Qilroy.

BuzzCity has released its BlackBerry SDK to enable developers to embed ads in BlackBerry apps on its network.

Vodafone increased its commitment to MiFi with a device called the R201. It incorporates memory, media player and media sharing.

Virgin Media has launched a mobile music store powered by IMImobile’s DaVinci platform.

Oxygen8 has unveiled a white-label mobile services platform to help brands launch quizzes, competitions and more for no outlay.

Dell has gone live with its own mobile applications store managed by Pocketgear. It hosts 50,000 apps on multiple platforms.

3 Hong Kong has teamed with Swanbay to offer local and international content ad-funded mobile TV. German content specialist mobivention has opened a D2C mobile shop on Voda Czech Republic.

Knocking is to launch one-to-many live video broadcast service for Android and iPhone this autumn.

Foursquare has opened its own merchandise store selling badges based on achievements in the SoLo world.

Amazon has formally opened its UK Kindle e-books store. Another boost for literary giants like Jordan.

Carphone Warehouse has launched a cloud music service in partnership with Catch Media. It’s called Music Anywhere.

FUNDING BlackBerry has invested in mobile payments firm Payfone as part of an $11m Series B round with Opus Capital and RRE Ventures.

PocketGear has raised $15m in Series B funding from BlackBerry Partners Fund and others.

Israeli ad specialist Inneractive has raised $2.3 million from Evergreen Venture Partners.

Medialets has raised $6m in Series B funding to develop its rich media mobile ad platform.

M&A Zynga has acquired the Japanese mobile social games firm Unoh. The deal takes it into the heart of the social gaming country.

Indian content giant Mauj Mobile has purchased the Italian apps specialist Mobango.

Yahoo Japan has bought location-based ad company Cirius Technologies.

Nokia has acquired the mobile analytics firm Motally and will optimise its services for Symbian, Meego and Java.

Remember when Western companies used to buy firms in emerging markets to get an ‘in’ into the developing world? Well, they still do occasionally, but these days it’s far more likely to be the other way round. Last month’s swoop by Indian content giant Mauj Mobile for Italian apps specialist Mobango is a perfect case in point.

Mobango has been around since 2006, nurturing a service that offers user generated content and professionally produced apps for free to registered users. By the start of this year it had over seven million visitors a month and claimed to be helping firms such as Nimbuzz to generate 250,000 downloads. There’s no doubt the company is in a hot space right now, but few would have predicted Mauj as the eventual purchaser. Unlike compatriots such as IMI, it’s not too familiar to Western observers and those that do know it probably perceive it as an old school mobile content retailer. This deal should alter that perception.

And it shows just how critical the app store has become compared with the old D2C and B2O models when it comes to distribution.

Buongiorno has invested in the Glamoo shopping club, which targets affluent consumers with deals on products and services. www.mobile-ent.biz

Mobile Entertainment September 2010 | 29

CHARTS

Charts

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

RINGTONES

TAGGING

ARTISTS & HANDSETS

RINGTONES.COM TOP EURO MUSIC TONES, AUGUST

SHAZAM TAGGING, AUGUST

FLYCELL US TOP RINGTONES, AUGUST

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

ARTIST YOLANDA BE COOL AND D CUP

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

1 2 3 4 5

RINGTONES

6

B.O.B FT. HAYLEY WILLIAMS

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

SONG/ARTIST WE SPEAK NO AMERICANO YOLANDA B COOL FT. D CUP STEREO LOVE EDWARD MAYA PACK UP ELIZA DOOLITTLE CLUB CAN’T HANDLE ME FLO RIDA FT. DAVID GUETTA LOVE THE WAY YOU LIE EMINEM FT. RIHANNA AIRPLANES

7

ARTIST ACHMED THE DEAD TERRORIST

FAMILY GUY MEERKAT CRAZY FROG FAMILY GUY

MEERKAT STAN FAMILY GUY SAW FAMILY GUY

I NEED AIR MAGNETIC MAN 8 DYNAMITE TAIO CRUZ 9 BILLIONAIRE TRAVIE MCCOY 10 ONE SWEDISHE HOUSE MAFIA SOURCE: SHAZAM

SONG 1 LOVE THE WAY YOU LIE 2 CALIFORNIA GURLS 3 NOT AFRAID 4 MISS ME 5 FIND YOUR LOVE 6 LOSE MY MIND 7 BEDROCK 8 RUDE BOY 9 I’M SINGLE 10 PRETTY BOY SWAG SOURCE: FLYCELL

FLYCELL US TOP DOWNLOAD HANDSETS, AUGUST ARTIST EMINEM FT. RIHANNA KATY PERRY EMINEM DRAKE DRAKE YOUNG JEEZY YOUNG MONEY RIHANNA LIL WAYNE SOULJA BOY TELL’EM

MODEL 1 8530 (CURVE) 2 8520 (CURVE) 3 8330 (CURVE) 4 SGH-A877 (IMPRESSION) 5 SGH-A887 (SOLSTICE) 6 GT365 (NEON) 7 SPH-M540 (RANT) 8 SGH-T749 (HIGHLIGHT) 9 VM265 (RUMOR2) 10 ANDROID GENERIC SOURCE: FLYCELL

MUSIC MELODI SOUTH AFRICA REALTONE SOUNDALIKES, AUGUST SONG 1 BILLIONAIRE 2 WE SPEAK NO AMERICANO 3 AIRPLANES 4 LOVE THE WAY YOU LIE 5 CLUB CAN’T HANDLE ME 6 ALEJANDRO 7 CALIFORNIA GURLS 8 NEED YOU NOW 9 GETTIN’ OVER YOU 10 NOTHIN’ ON YOU SOURCE: MELODI MEDIA

MELODI USA REALTONE SOUNDALIKES, AUGUST ARTIST TRAVIS MCCOY FT BRUNO MARS

YOLANDA BE COOL B.O.B EMINEM FT. RIHANNA FLO-RIDA LADY GAGA KATY PERRY LADY ANTEBELLUM DAVID GUETTA B.O.B FT. BRUNO MARS

SONG 1 LOVE THE WAY YOU ARE 2 DYNAMITE 3 I LIKE IT 4 CALIFORNIA GURLS 5 NOTHIN’ ON YOU 6 AIRPLANES 7 FIND YOUR LOVE 8 BILLIONAIRE 9 HEY SOUL SISTER 10 ALEJANDRO SOURCE: MELODI MEDIA

RINGTONES

VIDEOS & WALLPAPERS

JAMSTER TOP RINGTONES, AUGUST

FONESTARZ TOP VIDEOS, AUGUST

SONG 1 CALIFORNIA GURLS 2 BEAUTIFUL MONSTER 3 WE SPEAK NO AMERICANO 4 BILLIONAIRE 5 LOVE THE WAY YOU LIE 6 ALL TIME LOW 7 CLUB CAN’T HANDLE ME 8 THE WRITER 9 MISSING YOU 10 AIRPLANES SOURCE: JAMSTER

ARTIST KATY PERRY NE-YO YOLANDA B COOL AND D CUP

TRAVIE MCCOY EMINEM FT RIHANNA THE WANTED FLO-RIDA ELLIE GOULDING THE SATURDAYS B.O.B

VIDEOS 1 SHOWER GIRL LOUISE 2 NAUGHTY LUCY PINDER 3 YOUTUBE WII FIT GIRLFRIEND 4 YOUTUBE THE MUSICAL GOLDFISH 5 LADY GA-GA – TELEPHONE 6 A PUPPY’S FIRST HOWL 7 YOUTUBE CHARLIE BIT MY FINGER! 8 YOUTUBE DAVID AFTER THE DENTIST 9 BABY HULK - YOUTUBE 10 SCOOBY-DOO THE STRONG SOURCE: FONESTARZ

GAMES

ARTISTS & GAMES BINBIT LATIN AMERICA TOP ARTISTS, AUGUST PUBLISHER EFUSION GMBH UNITED FUN TRADERS DIGITAL CHOCOOLATE EA MOBILE DISNEY GLU MOBILE CONNECT2MEDIA GAMEHOUSE MOBILE EA MOBILE EA MOBILE

30 | September 2010 Mobile Entertainment

SONG 1 ESTUVE A PUNTO DE...

2 GIVE IT 2 ME 3 NO MAS MENTIRAS 4 YO NO SE MANANA 5 HOT N COLD 6 COLGANDO EN TUS MANOS 7 TDESDE CUANDO 8 REGALAME UNA NOCHE 9 COMO DUELE 10 LOOKING FOR PARADISE SOURCE: BINBIT

ARTIST EMINEM FT. RIHANNA TAIO CRUZ ENRIQUE IGLESIAS KATY PERRY B.O.B FT. BRUNO MARS B.O.B FT. HAYLEY WILLIAMS

DRAKE TRAVIS MCCOY TRAIN LADY GA-GA

FONESTARZ TOP WALLPAPERS, AUGUST

JAMSTER TOP GAMES, AUGUST GAME 1 HOTEL TYCOON RESORT 2 FARM FRENZY 3 WEDDING SALE MADNESS 4 THE SIMPSONS ARCADE 5 ALICE IN WONDERLAND 6 BLUR RACING MOBILE 7 ICARLY 8 THE A-TEAM 9 TIGER WOODS PGA TOUR 11 10 SIM CITY DELUXE SOURCE: JAMSTER

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

WALLPAPER 1 GORGEOUS MARIA 2 BUTTERFLY EXPLOSION 3 TIGER IN THE STORM 4 RETRO PLAYBOY LOGO 5 ELECTRIC SKULL 6 BURNING FLOWERS 7 PINK BUTTERFLY BLING 8 NEON DICE SIRENS 9 LOTS OF LOVE HEARTS 10 WE BELONG TOGETHER SOURCE: FONESTARZ

BINBIT LATIN AMERICA TOP GAMES, AUGUST ARTIST MIGUEL BOSE MADONNA MAELO RUIZ LUIS ENRIQUE KATY PERRY CARLOS BAUTE ALEJANDRO SANZ MAELO RUIZ RICARDO ARJONA ALEJANDRO SANZ

SONG 1 X-RAY SCANNER 2 X-RAY SCANNER 2.0 3 LIE DETECTOR 4 DEATH PREDICTION 5 DEVILS AND DEMONS 6 ASSAULT TEAM 3D 7 BUPUPPIES 8 TOURNAMENT ARENA SOCCER 9 GHOST SENSOR 10 SEX SAFARI SOURCE: BINBIT

ARTIST MOBILEACTIVE MOBILEACTIVE KIT MAKER KIT MAKER HANDY-GAMES MOBILITY ZONE KIT MAKER THUMBSTAR GAMES MOBILEACTIVE HANDY-GAMES

www.mobile-ent.biz

Title

Publisher

Title

Artist

1

Mafia Wars

Digital Chocolate

1

I Gotta Feeling

Black Eyed Peas

1

Title Cool Fire-Breathing Dragon

Category Versaly

2

Deal or No Deal MDM

I-play

2

Not Afraid

Eminem

2

Lion

conVISUAL Versaly

3

The Price Is Right

Mobliss

3

Love The Way You Lie

Eminem

3

Burning Phoenix Rising

4

Fishlife

Thumbstar

4

OMG

Usher feat. will.i.am

4

Eye Danger

conVISUAL

5

Pillowfight

I-play

5

Sexy Chick

David Guetta ft. Akon

5

3D Hearts

Versaly

6

Klitschko Boxing

Artificial Life

6

Hey, Soul Sister

Train

6

Earth Map

conVISUAL

7

Alien Assault

Handy X

7

My Chick Bad

Ludacris ft. Nicki Minaj

7

Bears in Love

conVISUAL

8

Aces Solitaire Pack

Concrete Software

8

ESPN Sportscenter Theme

ESPN

8

Smoke On A Skull

MOBIBASE

9

Ace Roller Texas Hold Em

Handy X

9

Break Your Heart

Taio Cruz ft. Ludacris

9

Fire Volutes On A Skull

MOBIBASE

10

Euro Fighter

UFT

10

Your Love

Nicki Minaj

10

Absolutely Alice

Alice in Wonderland

11

Fast Food Calorie Counter

Concrete Software

11

Stylo

Gorillaz ft. Mos Def & Bobby Womack

11

Sweety

conVISUAL

12

My Expense Tracker

Handy X

12

Alejandro

Lady Gaga

12

Taylor Made

Airborne

13

Farm Frenzy

UFT

13

College Football Gameday

ESPN

13

Magic

conVISUAL

14

M.U.M.U.

UFT

14

Shut It Down

Pitbull ft. Akon

14

Naughty But Nice

Pink Frosty

15

World Series of Poker Pro Challenge Glu

15

Headboard

Hurricane Chris ft. Mario & Plies

15

X Games Disturbia BMX2

Disney

16

Ace Roller Slots

Handy X

16

Meet Me Halfway

Black Eyed Peas

16

Orbital Drop

Nick Acosta

17

Revival 2

UFT

17

I Like It

Enrique Iglesias ft. Pitbull

17

Sphinx 1

conVISUAL

18

Paradise Quest

I-play

18

Need You Now

Lady Antebellum

18

Ice Skull

MOBIBASE

19

Batman: Guardian of Gotham

Glu

19

Find Your Love

Drake

19

Taylor Made

Airborne

conVISUAL

20 Nothin' On You

B.o.B ft. Bruno Mars

20 Kristen Stewart In Black

20 Extra Spacials 3D

Versaly

CHARTS

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

TOP 20 GAMES

SMARTPHONE ENTERTAINMENT CHARTS THRU AUGUST 15, 2010

SMARTPHONE ENTERTAINMENT CHARTS THRU AUGUST 15, 2010

TITLE

CATEGORY

PUBLISHER

TITLE

CATEGORY

PUBLISHER

1

IBERRY PINK TODAY PLUS

TODAY PLUS

MAGMIC

1

BEJEWELED

PUZZLE

EA

2

SLIPSTREAM

NEXT GEN

MAGMIC

2

TEXAS HOLD'EM KING 3

CARDS/CASINO

MAGMIC

3

IBERRY EDGE TODAY PLUS

TODAY PLUS

MAGMIC

3

MAHJONG SOLITAIRE

CARDS/CASINO

MAGMIC

4

IBERRY 2.0 TODAY PLUS

TODAY PLUS

MAGMIC

4

TETRIS

PUZZLE

EA

5

LEATHER EXECUTIVE

ZEN

COCKY CULTURE

5

THE SIMS 3

STRATEGY/BOARD

EA

6

IBERRY 2.0 TODAY

TODAY

MAGMIC

6

ROCK BAND

ACTION/ARCADE

EA

7

EXPLORER 2.0

NEXT GEN

MAGMIC

7

PHASE 10

CARDS/CASINO

MAGMIC/FUNDEX

8

FLOWBERRY

NEXT GEN

MAGMIC

8

FAMILY FEUD

STRATEGY/BOARD

GLU

9

URBAN GRAFFITI

ROTATING BACKGROUND

MAGMIC

9

SOLITAIRE LEGENDS 2

CARDS/CASINO

MAGMIC

10

TROPICO

ROTATING BACKGROUND

MAGMIC

10

SUDOKU

PUZZLE

MAGMIC

11

IBERRY HORIZON

TODAY

MAGMIC

11

BUILD-A-LOT 2: TOWN OF THE YEAR

STRATEGY/BOARD

GLU

12

TINKER BELL

DISNEY

DISNEY

12

SPADES

CARDS/CASINO

MAGMIC

13

CROSSBAR 2.0

NEXT GEN

MAGMIC

13

BUBBLE REVOLUTION

PUZZLE

DIGITAL CHOCOLATE

14

IHD

ZEN

COCKY CULTURE

14

EA SPORTS TIGER WOODS PGA TOUR 11 SPORTS

EA

15

PINK MAGIC

ANIMATED

MAGMIC

15

NO LIMIT CASINO 12 PACK

CARDS/CASINO

DIGITAL CHOCOLATE

16

SALTWATER

ANIMATED

MAGMIC

16

BLACKJACK HIGHROLLER

CARDS/CASINO

MAGMIC

17

CITIES OF THE WORLD

ROTATING BACKGROUND

MAGMIC

17

GUITAR HERO 5

ACTION/ARCADE

GLU

18

GLITTER MOTION

ANIMATED

MAGMIC

18

YAHTZEE ADVENTURES

STRATEGY/BOARD

EA

19

TINKER BELL PINK

DISNEY

DISNEY

19

SCRABBLE

STRATEGY/BOARD

EA

20

ROCKER CHIC

ZEN

COCKY CULTURE

20

SIMCITY DELUXE

STRATEGY/BOARD

EA

SOURCE: MAGMIC GAMES - BPLAY

32 | September 2010 Mobile Entertainment

SOURCE: MAGMIC GAMES - BPLAY

www.mobile-ent.biz

MOBILE MARKETPLACE

MOBILEMARKETPLACEINDEX ADMODA 08707 661 992 www.admoda.com

PARTNERTRANS 01273 229030 www.partnertrans.com

INLOGIC +421 904 628 889 www.inlogic.eu

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

INMOBI 020 3286 6785 www.inmobi.com

SPLASH 0870 934 2666 www.splashnews.com

KATINA 078 3366 4075 www.katinaleisure.com

WWW.MOBILE-ENT.BIZ/MARKETPLACE MOBILE SERVICE PROVIDER

www.mobile-ent.biz

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

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

VIDEO/PICTURE AGGREGATION

Mobile Entertainment September 2010 | 33

MOBILE MARKETPLACE AFFILIATE PROGRAMS

MARKETPLACE NEWS

Voda’s MiFi adventure Vodafone has launched its own MiFi offering with a device called the R201, capable of providing mobile broadband to up to five other devices at once.

It will take on 3 UK’s existing MiFi service, but include Digital Living Network Alliance (DLNA) technology. This means users can store music, videos and photos on an SD card of up to 32GB in size, which can then be accessed via the R201 on their other DLNA-certified devices. The device uses an application called Twonky, developed by PacketVideo, for digital media sharing.

The R201 will be made available in ‘various countries’ this year. In the UK, it’s already available on a £25 monthly price plan, which includes 5GB of data.

Qualcomm incubates to accumulate LOCALISATION

San Diego chipset giant Qualcomm has unveiled its new Qualcomm Services Labs division, describing it as an internal VC fund for good ideas.

It says the wholly owned subsidiary has been ‘created to develop and introduce new services and applications that tap into the advantages of mobile technology’. The idea is to nurture concepts that can drive the adoption of Qualcomm’s technologies, but also stand alone as commercial services.

The first four services have already been launched to consumers. They are: Neer A geo-fence based location sharing service pitched primarily at 25 to 50year-old women. It’s designed to solve communication and co-ordination problems by sharing location with the user’s inner circle. Available today on the Android Market, and coming soon to Brew MP and Apple’s App Store.

Qilroy Introduces a concept called peer-toplace communication, which enables location-based conversations to take place anywhere in the world. Qilroy users can find people around them or at any interesting place in the world and then chat, post questions, share thoughts, reply to people or just get the vibe of an area. Available today on Apple’s App Store and coming soon to Brew MP and Android Market.

Tapioca It’s like a bit.ly link for rich media.

Tapioca’s Magic Link is an intelligent URL shortening service that allows content providers to run multimedia (video, Web/WAP) across multiple device types (smartphones, feature phones, PCs and smartbooks).

Vive A free, friends-based social recommendation service that allows users to share recommendations, ratings, purchases and other activities with friends and other users in the Vive community. Available today on Facebook, and coming soon to Brew MP and Apple’s App Store.

The launch of QSL increases Qualcomm’s commitment to innovation, which has always been strong, and can be seen in concepts such as Mirasol (display tech), various mobile healthcare ideas, in-car, Xiam (personalisation) and more.

Isaac Babbs, general manager of QSL, said: “When we consider any new project we ask ourselves two questions: Is the market big enough for us? And, can we bring differentiation to it? In all cases we’re looking at participating in markets that can be worth over three billion dollars a year in three to five years.” Babbs told ME it has three more concepts in development in addition to those already announced.

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MOBILE MARKETPLACE SOFTWARE DEVELOPER

MARKETPLACE NEWS

One million new users a week discover Shazam Music discover specialist Shazam marked its tenth birthday by revealing that it’s now adding one million new users every week. The figure suggests that the firm is on target to hit 100 million users by the end of this year.

After plying its trade for many years as a white label service outside its home market of the UK, Shazam has reaped rewards from the apps revolution. In May its user base topped 75 million, having added 25 million in the previous six months, with apps available for Android, iPhone, BlackBerry, Nokia, iPad and Windows Phone.

Shazam CEO Andrew Fisher said: “Building the momentum so that Shazam is adding one million new users a week is an incredible achievement.”

GetJar inks two operator deals MOBILE ADVERTISING

Browser-based app giant GetJar is to white label its store with Virgin Mobile India and Malaysian operator DiGi Telecommunications.

Both operators now have access to 70,000 products including games and apps, spanning social networking, entertainment, finance, food, health, search, lifestyle and utilities. Virgin India is a joint venture between Tata Teleservices and Richard Branson’s Virgin Group. The GetJar link is currently

live on Virgin Mobile India’s WAP portal (Vbytes) on its GSM platform.

Ilja Laurs, founder and CEO at GetJar, said: “It’s a pleasure to partner with a youth focused brand like Virgin Mobile in India. We look forward to garnering a significant mindshare among the youth with this alliance.”

It’s been a busy summer for GetJar, which also concluded a deal to act as the official app destination for the Bolt browser.

Developers looking at Windows Microsoft has revealed that 300,000 developers have downloaded the Windows Phone 7 Developer Tools, and that big names like eBay and Le Figaro are among them.

The firm’s Brandon Watson (pictured) hailed the growing momentum of the OS leading up to Windows Phone 7’s launch this Autumn.

“Throughout the process, the developer community has continued to astound us with their creative ideas,” he said.

“Their use of the unique Windows Phone 7 features – like our design system, Live tiles, and location and notifications services – demonstrate that the experiences a developer can build on Windows Phone 7 match their imaginations.”

Committed brands include eBay, Flixster, Jobsite UK, Le Figaro, Photobucket, Seesmic, The Associated Press, Touchnote and Viadeo.

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

Mobile Entertainment September 2010 | 35

MOBILE MARKETPLACE SMS SERVICES

MARKETPLACE NEWS

LG and Samsung take tablets Korean device makers LG and Samsung are prepping their Android based tablets – and they’re not shy about hyping them up.

LG’s tablet will be part of the LG Optimus range, and will run the Android OS. It is due to launch later this year and the company’s VP of mobile device marketing Chang Ma said: “Our tablet will be better than the iPad. It is going to be surprisingly productive”.

The launch will be part of a wider push for Android within LG’s mobile devices division, which will include devices using Nvidia’s latest dual-core processor by the end of this year, and an LTE handset early in 2011.

Meanwhile, Samsung has begun previewing its Galaxy Tab, with seveninch screen and Android Froyo OS. The firm clearly believes it’s hit on a winning brand with galaxy after the success of its high-end Android smartphone.

Google Maps gets 100m users Google has announced that its Google Maps for mobile service is now being used by more than 100 million people a month.

The stat was revealed in a blog post

by Google’s VP of engineering Vic Gundotra. The figure presumably covers both mobile web and app users of the service. In his post, Gundotra highlights the features that have been added to Google Maps since its mobile debut five years ago, including My

Location, Latitude, Navigation and Place Pages.

The timing of the blog post, the day after Facebook unveiled its new Facebook Places service, was surely no co-incidence. Gundotra says that since releasing the latest Android version of Google Maps, which supports Google’s Places directory of local businesses, users are ‘now searching for places almost three times as often, doubling how many Place Pages are seen a day.’

Facebook Places, everywhere Social network Facebook has taken aim at Foursquare et al and launched its geolocation offering, Facebook Places.

It’s described by the company as a way to ‘share where you are and the friends you’re with in real time from your mobile device.’ That means check-ins (Facebook has adopted the lingo popularised by Foursquare), which all take place using a new update to Facebook’s iPhone app, or its HTML5 touch.facebook.com mobile website.

Users can check in to places near their current location, or add their own if they don’t find it on Facebook’s database. Facebook Places is US-only for now – and restricted to iPhone on the app side.

The incumbent SoLo pace makers are trying to capitalise on this significant new development. In Foursquare and Gowalla’s case, they’ll be integrating their apps with Facebook Places, allowing people to publish their check-ins and achievements on those services to Facebook.

To sponsor the ME app contact Katy Grant on 01992 535647 or email katy.grant@intentmedia.co.uk now!

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OPERATORS

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

COUNTRY WESTERN EUROPE UK

GERMANY

ITALY

FRANCE

SPAIN

NETHERLANDS

IRELAND

SWEDEN

NORWAY

DENMARK GREECE

BELGUIM

POLAND

PORTUGAL

SWITZERLAND

AUSTRIA

www.mobile-ent.biz

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

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

COUNTRY EASTERN EUROPE HUNGARY CROATIA CZECH REPUBLIC

RUSSIA

UKRAINE SLOVAKIA ASIA PACIFIC AUSTRALIA

CHINA

HONG KONG INDIA

JAPAN THAILAND

SINGAPORE

LATIN AMERICA ARGENTINA COLUMBIA BRAZIL MEXICO VENEZUELA NORTH AMERICA CANADA

USA

OPERATOR

SUBSCRIBERS

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

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

MOVISTAR MOVISTAR COMCEL VIVO CLARO TELCEL MOVISTAR MOVISTAR

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

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

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

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

Mobile Entertainment September 2010 | 37

FAVOURITES Battery life? You’re taking the pissnew techologies for

Noam Rafaelli, VP of product management, Qualcomm Internet Services

It’s such a pressing problem that up every few weeks. improving battery life seem to popidea so far. Why? y ever on s pisse ly But the latest frank rt by New Scientist repo Because it proposes using urine. A experimenting are land Scot in rs rche revealed that resea er. The idea is to pow of ce sour a as stuff w yello the with urea in urine contains extract hydrogen from it because the ly bound to the four hydrogen atoms that are less tight ting these bonds Split r. wate in molecule than the hydrogen has already run therefore requires less energy. The team r on expenses. lage their successful tests. Hope they claim

WHICH PHONE DO YOU CURRENTLY USE? Nexus One. WHAT’S THE BEST PHONE YOU’VE EVER HAD AND WHY? Best voice device ever – Ericsson T39.

Still looking for the best mobile internet device.

WHAT PHONE WOULD YOU LIKE NEX T? I’m still looking.

Sumo champs keep taking the tablets

HOW MANY TEXTS DO YOU SEND A DAY? 30.

on your smartphone?

Struggling with the touch keyboard are either Stuart O’Brien you are ces chan , Well Fingers too fat? o wrestler. Last month Sum a (stop eating so many pies, OB) or ers of Japan’s tition prac t ulen corp it emerged that the touchscreens y ancient sport are so hopeless with fanc s to Japan’s iPad out ed hand body that their governing hang out and tlers wres the re whe s, club o Sum 51 elite concerned eat lard. Apparently, the authorities are you’re case In ils. ema and s sage mes ed about miss . iPad an have wondering, yes, O’Brien does

CURRENT RINGTONE? Run To You, guitar riff, by Brian Adam s.

‘Its nt u its me’ Guess what? There’s a new use for mobile besides finding your location on a map and checking sports scores. You can use it to break someone’s heart. Yep, such is the triumph of new media in human communication that it’s now the preferred method for splitting-up with the person you used to love.

Ilana Gershon wrote a book confirming the fact, The Breakup 2.0: Disconnecting Over New Media, after quizzing students about their love splits. What’s the best wording for that terminal text? We like Homer Simpson’s classic: “Welcome to Dumpsville.

Population: you”

Your dress is ringing rable Another month, another piece of wea rent from diffe little a is ess M-dr The electronics. e the wearer previous efforts in that it doesn’t mak ring, in fact. But look like a massive twat. Quite flatte s conceals an dres only on a woman. The CuteCircuit ers a answ and nna ante and embedded sim card “It doesn’t ear. the to lifted is hand the n whe call the make you look completely crazy like gner desi said le,” peop e rpiec h-ea Bluetoot really.

Francesca Rosella. Mmmm, it does

ack eBooks on horsineb mobile content or

Is Mobcast the poshest company argue over that. just really nouveau riche? We’ll let you of its CEO Tony pic this out k chec e, ntim mea But in the Party at Ham Polo mer Sum Lunch at the firm’s annual d. mon Rich Polo Club in

WALLPAPER? My music room.

FAVOURITE MOBILE GAME? Papaya on Android.

FAVOURITE APP? Instant messaging.

MOBILE INTERNET BOOKMARKS? BBC Sports, My Yahoo, GigaOM, NYT and Business Week.

ANYTHING YOU’D PAY FOR ON A MOBILE THAT YOU CAN’T CURRENTLY GET? Good business card scanning and storage solution.

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

Stuart Dredge

Stuart O’Brien

Lisa Foster

Katy Grant

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

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

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

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

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

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

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

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

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

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

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