Asian e-Marketing February 2012 by MediaBUZZ Pte Ltd

February 2012 Mobile Marketing—Websites & Apps

Apps’ Spin the Digital Industry, Page 19

Increasing Mobile Marketing Adoption will re-emphasize Marketing’s “P’s”, Page 11

Mobile App or Mobile Portal: an on-going debate, Page 20

EDITORIAL:

Dear Reader, Welcome to the latest issue of Asian e-Marketing that is dedicated to Mobile Portals & Apps this month. With more than one billion smartphones in the world, maintaining a mobile site that satisfies is vital to stay competitive. So consider redesigning your website to get mobile ready or launch an iPhone application in the near future to attract a new target audience. Personalizing and simplifying the customer experience is an important aspect as well, which you should always keep in mind, when approaching all those who use their smartphones non-stop. Enjoy reading!

Daniela La Marca Editor-in-Chief Asian eMarketing

FEBRUARY 2012

INSIDE THIS ISSUE:

MOBILE MARKETING—WEBSITES & APPS RESEARCH, ANALYSIS & TRENDS

Grey launched Facebook App that gives Netizens first-hand Experience of Dementia

It’s about people – telling stories

Agence France-Presse (AFP) released first "Pay for" Photo App for the iPad

COMPANIES & CAMPAIGNS

Mobile will continue to dramatically overhaul how we all do Business

The Struggle of Agencies to evolve in today’s Digital Age

Netbiscuits: Web + App = Maximum Mobile Reach

Akamai: Half of all Online Attacks observed are from Asia

MMA makes it easier to buy and sell Mobile Ads for Smartphone and Tablets

Increasing Mobile Marketing Adoption will re-emphasize Marketing’s “P’s”

Huge Potential for Mobile Healthcare Applications

Microsoft Advertising supports Brands in telling their Stories at Scale, across Screens and at every Stage in the Purchase Cycle

In-App Business Model is New Standard for Mobile App Revenues

The Internet Show Asia 2012: calling all digital explorers!

LEGISLATION

Gloomy Economic Outlook could steady Growth of the Enterprise Applications Software Market in the Region

Apple’s Privacy Controversy

BEST PRACTICES & STRATEGIES

BUZZWORD

Apps’ Spin the Digital Industry

Geo-targeting

Mobile App or Mobile Portal: an on-going debate

APPOINTMENTS

Think BIG when thinking Apps

IMPRINT

Stimuli for an Optimized Mobile User Experience

Overcoming the Barriers to Growth: Culture is Key

TECHNOLOGIES & PRODUCTS

Alcatel-Lucent simplifies Customer Interactions with its Motive CXS Portfolio

ADVERTISE WITH US! Take a look at our rates!

RESEARCH, ANALYSIS & TRENDS

It’s about people – telling stories The mobile platform is unique, and lets advertisers tap connectivity and cutting-edge technology to create unique, intensely personal brand experiences for consumers, at the same time reaching into their social graphs. Mobile makes distribution to large numbers easy, but each and every marketing message is presented at point of contact directly to a single individual. The opportunities for mobile marketing are many – and while we’re seeing some great work all over Asia, there is still a great deal of unexplored territory, or spaces where marketing efforts are still in their youth. The size of the Asian market is its greatest strength, followed shortly after by the incredible growth in mobile phone users over time. The space still has a ways to go – infrastructure is still developing, and service is far from universal. Once the infrastructure issue is solved, connectivity and mobile data will be widely available (hopefully at affordable prices) then the pre-conditions will be set for a real explosion. So where is mobile marketing headed? In the short term, expect to see first forays into mobile to repurpose existing assets. Television commercials or web campaigns for example, can be easily reworked and then redistributed to mobile devices. In the longer term mobile will be strategically incorporated into the overall marketing mix, as much a part of a campaign as print or other media. In this instance, assets will be mobile specific: created for the platform and catering to its strengths and other features, including elements of interactivity or connectivity that are unique to mobile.

In its early days, mobile was all about technology, and about numbers. This is changing. The focus has shifted, and once again, marketers are going back to basics. It’s not about subscribers. It’s not about users. It’s about people. Creating engaging brand experiences is about using media as effectively as possible, but what is important is the story. It is crucially important for people to be able to identify with the stories, and for those stories to move people. Whether you’re making them laugh or cry, it is the campaigns with the greatest emotional resonance that people remember the best. This is a strategy that will pay off, particularly in the long term. This is a particularly heartening development in the mobile space, as the industry is showing clear signs of maturing. Moving away from gimmicks, and returning to creativity is the pathway for future growth, and only time will tell what wonderful innovative campaigns lie in wait for the industry. ♦ By Rohit Dadwal, Managing Director, Mobile Marketing Association Asia Pacific

RESEARCH, ANALYSIS & TRENDS

Mobile will continue to dramatically overhaul how we all do Business According to the newly released report from TNS The Impact of Digital on Growth Strategies: CMO Imperatives for 2012, mobile devices are for many Chief Marketing Officers (CMOs) just another digital touch point to access the web. Based on one-to-one interviews with CMOs from a range of international organizations, the report sheds some light on the extent to which 'digital' has and continues to dramatically overhaul how we all do business. As the number of people who use their mobiles to access the internet increases, and the time they spend online is going up as well, there will definitely be more and more investment in mobile search advertising, mobile versions of owned websites, mobile couponing and in-store apps. For most companies, for instance, mobile apps must first and foremost be functional, allowing consumers to search for information and make a purchase. Unquestionably, mobile is an opportunity as well as a challenge for brick-based retailers, especially as consumers see tangible benefits from being able to access coupons or information and recommendations on products and services, even when they are in-store and crucially close to the final point of purchase. TNS’s report actually shows that globally an average of 8% of mobile users shop with their phones on a daily basis. For tablets, a significant jump to 22% has been observed, which adds evidence to the intuitive notion that the tablet is more important for commerce than either the PC or the phone. Not to mention that new mobile-based payment methods are growing in awareness in more developed markets, including couponing, near-field communications (NFC) and digital wallets. For some retailers, mobile payment could even become a real differentiator in adding value by providing, for example, the option to pay via phones to avoid check-out queues and receive other benefits.

Apple, for instance, recently announced a scheme for iOS device users, enabling them to self-scan and pay in-store. With this technology, retailers can deliver a more personalized online shopping experience that consumers are coming to expect when they go in-store. Further, customers get a chance to explore the story behind the product or the marketing via QR codes and product recognition through camera apps, which are used for this purpose, providing at the same time opportunities for retailers who arm their sales associates with mobiles so that they can check the latest information on stock levels and product information. A sales person may even be able to access information about the customer they are serving - through CRM data or a customer’s social profile - in order to deliver a more tailored recommendation. Despite the industry press and marketing and technology conference hype, mobile is not highlighted as a major ‘head-scratcher’ for CMOs. There are some technical trials and errors anticipated, especially around mobile commerce platforms, and arguably more headscratching will be seen amongst retailers and shopper marketing specialists. More insight into consumer mobile usage and uptake is still welcomed for CMOs as this data is often held by the telcos rather than the brands themselves. Otherwise the consensus is that mobile can slot within the broader frameworks and strategies already in play. As technology continues to innovate across areas including 3D printing, Augmented Reality, 4G, LTE mobile networks and next generation web search, there are many new opportunities for an enhanced retail experience. Mobile will be a crucial component of these trends, showing signs of particular influence at the end of the path-topurchase, at point of sale and now also in-store.♦ (Extract from TNS - The Impact of Digital on Growth Strategies, CMO Imperatives for 2012, Digital Life) By Daniela La Marca

RESEARCH, ANALYSIS & TRENDS

The Struggle of Agencies to evolve in today’s Digital Age The Chief Marketing Officer (CMO) Council report More Gain, Less Strain says the shift to digital, social, and mobile channels is significantly impacting agency relationships, compensation models, and use of marketing technology as well as measurement systems.

noted Donovan Neale-May, CMO Council Executive Director. “Our members report quite a bit of switching of digital marketing resources, as well as a view that big, global agencies don’t have a truly integrated offering and capacity to execute in an effective, localized way in emerging markets.”

Just 9% of senior marketers believe traditional advertising agencies are doing a good job of evolving and extending their service capabilities into the digital age, while 22% viewed their agencies as struggling to transition their business models and service offerings. Another 51% saw their agencies as playing catch-up with regards to new technology, or acquiring but not integrating digital marketing capabilities.

As a result, many are turning to specialized boutique agencies in regional markets that have deep domain knowledge in specific geographies and vertical industry sectors.

The CMO Council’s analysis of how its global members are “optimizing marketing partner performance and value in a digital world” was conducted during the second half of 2011 with partner Ace Metrix. The report included best-practice discussions with more than 20 leading brand advertisers like Colgate-Palmolive, CocaCola, Kia Motors, Ricoh, PepsiCo, L’Oreal, Weight Watchers, The North Face, and Renault. “There’s an underlying level of frustration among senior corporate marketers worldwide when it comes to agency contributions to business value creation, strategic thinking, and digital marketing development,”

The report also included perspectives from CMO Council board members worldwide who found that:  Agencies are struggling to evolve as marketing and traditional media go digital in all areas of campaign execution and audience activation;  There is a power shift from master agency control of accounts to a more digitally empowered client wielding new partner and provider connections and resources;  The advent of informal, viral, and mobile devicedriven “developing nation” markets is straining and testing traditional agency capabilities and client relationships.

RESEARCH, ANALYSIS & TRENDS

Traditional agencies are likely to be challenged in their retention of client relationships, as 48% of survey respondents reported they are hiring specialized digital marketing solution and service providers to implement new social, mobile, and interactive strategies; another 47% plan to build internal capabilities and use incumbent agency services less. In addition, 45% are bringing in outside consultants to help set up and structure digital programs.

“It is critical for companies to adopt measurement tools and technologies that can be deployed broadly within and across organizations, because the client/agency relationship is now far broader in its organizational scope than at any time in the past.” Fundamental economic pressures and internal competency considerations are influencing agency selection and use across the marketing mix. Among the top five cited in the survey are:

When it comes to new areas of outside service provisioning and agency use, survey results focused on the following priorities:

 Breakthrough creative, new skills, approaches are needed in marketing



Mobile apps and mobile content (62%)



 Budgets are flat and more value must be realized from marketing investments

Social media engagement and buzz building (60%)



Multi-channel digital marketing, including email, mobile messaging, social, and web (52%)



Web design, development, improvement (51%)



Search marketing optimization - paid and organic (51%)



Customer relationship marketing (47%)

and

performance

“Marketing expenditures are under incredible pressure from both CFOs and CMOs in today’s business environment. Objective, quantifiable measurement of creative effectiveness is a requirement - not just to address the concerns around accountability, but also to provide a platform for communication between the client and agency,” noted Peter Daboll, Ace Metrix CEO, a study partner.

and

fresh

 New digital marketing competencies are lacking inside the organization  There is a greater need to integrate both online and offline marketing campaigns  An increasingly metrics-driven driving greater accountability

environment

In today’s “Digital Age” there are many challenges the agency business must evolve to overcome: client/ agency relationship management, performance measurement, and accountability. The ever growing number of new contenders, keen to displace advertising agencies by taking a strategic leadership role in helping global marketers, embrace integrated multi-channel digital marketing practices, which means that all of us - agencies and their clients - must not only keep up to date on all trends digital but go digital too! ♦ By Ralph Leonard

RESEARCH, ANALYSIS & TRENDS

Akamai: Half of all Online Attacks observed are from Asia Akamai recently published its quarterly "The State of the Internet" (SOTI) report that included data gathered from across the Akamai Intelligent Platform on broadband adoption, mobile connectivity, attack traffic and other relevant topics concerning the Internet and its usage, as well as trends seen in the data during this time. Their latest report identified Asia as the source for more than half of all online attacks and a 2,000% increase in the number of DDoS attack incidents that Akamai has investigated on behalf of customers over the past three years. Akamai further observed that port-based attacks are still prevalent and being launched from around the globe. While the origin of this detected attack traffic could be individuals searching for easily compromised systems or botnets looking to recruit new participants, the report makes a strong case for a defence-in-depth strategy and is also very clear as to why a solid network and systems hygiene is vital to help prevent further system compromises and infections. Attack Traffic from Asia During the third quarter of 2011, attack traffic originated from 195 unique countries or regions, up from 192 in the second quarter. In examining the continental distribution of observed attack traffic, Akamai discovered that slightly more than 49% originated in the Asia Pacific/Oceania region, up from 47% in the last quarter. Indonesia vaulted to the top of the list this quarter, generating 14% of observed attack traffic. Taiwan and China held second and third place, respectively, accounting for just under 20% of observed attack traffic combined.

Myanmar, which suddenly appeared at the top of the list in the prior two quarters, disappeared just as suddenly, potentially indicating that attack traffic has either been shut down, or is now coming from other places. With Myanmar dropping out of the top 10 list, South Korea moved in. The country more than tripled its observed level of attack traffic, representing 3.8% in the third quarter. In addition to South Korea and Indonesia, Taiwan, China, India, and Egypt were all responsible for higher percentages of attack traffic when compared to the prior quarter. Attack traffic originating in Europe was down slightly to 28%; North and South America accounted for nearly 19%; and the remaining 4% came from Africa. Top Ports for Attack Traffic Attack traffic concentration declined slightly from the second quarter, with the top 10 ports seeing 68% of observed attack traffic. Attacks targeting Port 80 (WWW/HTTP) dropped by about a third when compared to the second quarter, while attacks targeting Port 23 (Telnet) grew by almost the same amount. The growth in attacks targeting Port 23 is likely due to attacks apparently sourced in Egypt and South Korea in Egypt there were over 18 times as many attacks targeting Port 23, and in South Korea, nearly four times as many attacks as the next most targeted port, which was Port 445 for both countries. Reviewing observed attack traffic from known mobile networks, overall attack traffic concentration declined from the prior quarter, with the top 10 countries generating 76% of observed attacks. The list of top ports targeted remained consistent with the second

RESEARCH, ANALYSIS & TRENDS

quarter, with Port 445 remaining the target of an overwhelming majority of observed attacks as compared to the other ports in the top 10.

2010. Nearly 200 countries/regions saw year-over-year growth, with Brazil, Italy, and China all experiencing growth of 25% or more.

Additional highlights from the report include:

As more end-user networks roll out native IPv6 connectivity to their subscribers, and as more and more popular content is made available over IPv6, the number of unique IPv4 addresses making requests to Akamai from a given network provider should decline. Over the long-term, the company expects measurements to show movement of unique addresses from IPv4 to IPv6-based.

Internet Adoption

and

Broadband

The global average connection speed was recorded at 2.7 Mbps, and the global average peak connection speed was 11.7 Mbps. At a country level, South Korea had the highest average connection speed, at 16.7 Mbps, as well as the highest average peak connection speed, at 46.8 Mbps. Cities in Japan and South Korea continued to hold many of the top spots for highest peak connection speeds. Globally, high broadband (>5 Mbps) adoption grew to 29% with South Korea leading at 79%. Global broadband (>2 Mbps) adoption increased to 66%, with Bulgaria continuing to have the highest level of broadband adoption at 96%. Global narrowband (<256 kbps) adoption continued to decline, dropping to 2.5%. Libya’s 55% narrowband adoption rate placed it as the country with the highest level of connections in this speed range. In the third quarter, more than 615 million unique IPv4 addresses from 239 countries/regions connected to the Akamai platform - 1.8% more than the second quarter, and 15% more than in the third quarter of

Mobile Connectivity Average connection speeds on known mobile providers ranged from 6.1 Mbps down to 327 kbps, while average peak connection speeds in the quarter ranged from 22.2 Mbps to 1.4 Mbps. Looking at mobile content consumption, users on nine mobile providers consumed an average of more than one gigabyte (1 GB) of content from Akamai per month, while users on an additional 75 mobile providers downloaded more than 100 Mb of content per month. In addition, based on data collected by Ericsson, mobile data traffic continued to double on a year-overyear basis, and grew 18% between the second and third quarters of 2011. 100 Fastest Cities Worldwide In the third quarter of 2011, analysis of the top 100 fastest cities

around the world, based on average connection speeds, reflected the following:

 Cities in Asia continue to dominate the list, including South Korean cities rounding out the top five and 57 cities in Japan making the list;

 Amsterdam, Netherlands is the fastest city in Europe (#33 out of 100);

 23 US cities made the list, with San Jose, CA ranking as the fastest (#13 out of 100). A few highlights from the report include: Connection speeds

 Among the 100 fastest cities worldwide, cities in Asia continue to dominate the list, including South Korean cities rounding out the top five and 57 cities in Japan making the list;

 South Korea had the highest average connection speed, at 16.7 Mbps, as well as the highest average peak connection speed, at 46.8 Mbps;

 Singapore ranked fourth on table and 33rd in the world with 4.5 Mbs (broadband);

 Based on data collected by Ericsson, mobile data traffic continued to double on a yearover-year basis, and grew 18% between the second and third quarters of 2011.

Figure 1: Attack Traffic, Top Originating Countries

RESEARCH, ANALYSIS & TRENDS

Narrowband connectivity

 Countries in the region experienced decline with losses of more than 50% in Taiwan and Singapore

 An unusually large quarterly increase was seen in Thailand – probably due to the massive and widespread flooding that occurred there in Q3 2011

 South Korea saw increase year-over-year but still retains scant adoption rate at 0.3% (just over 61,000 unique IP addresses connecting to Akamai at speeds below 256bps) Connection speeds/data consumption on mobile networks



A provider in Singapore saw average peak connection speeds grow by more than 100% quarter-over-quarter



A carrier in Thailand posted strong growth in content download volume - this may point to more Thais relying more heavily on their mobile devices for Web-based communications and to obtain critical information during their time of crisis Attack traffic



Indonesia became the top attack traffic source, accounting for 14% of observed attack traffic in total



Taiwan and China held second and third place, respectively, accounting for just under 20% of observed attack traffic combined.♦ By MediaBUZZ

RESEARCH, ANALYSIS & TRENDS

Increasing Mobile Marketing Adoption will re-emphasize Marketing’s “P’s” Forrester Research believes that by 2016 advertisers will spend around $77 billion on interactive marketing, which would be as much as that spent on television today. The firm further predicts that search marketing, display advertising, mobile marketing, email marketing, and social media will grow to 35% of all advertising as they are embedded in the marketing mix. The key factors that will enable this growth over the next few years, according to Forrester are: Excitement about emerging media: Marketers now buy into mobile, social, or online video more than when the recession forced them to stick with standby interactive tools like email or search. Interactive marketing effectiveness: Marketers will invest more in interactive channels and programs that show measurable returns simply due to the fact that anything digital can be measured easily. Customer obsession: In this age of the customer, companies will invest into customized experiences across their customers’ preferred touch points, which will augment existing online media efforts and inspire development for new platforms like smartphones and tablets. Forrester projects that by 2015 smartphone adoption will grow 150% and 82 million consumers will own a tablet. Bigger interactive teams: Marketers have more interactive staff than ever before that allows for program expansion but this doesn't necessarily mean more mature interactive programs or increased budgets. Forrester’s prediction in 2009, that mobile marketing adoption would hit its stride mid-2011, turned out to be true. For this year, the research firm predicts spend on mobile paid advertising and search to surpass email as well as social and that it will rocket at a 38% CAGR to $8.2 billion by 2016. The reasons given are:  Marketers will create more relevant mobile ads: Today, marketers primarily re-purpose online ads into mobile search and display, but as mobile analytics firms like Bango mine more smartphone

data, and mobile ad servers like Crisp Media mature, advertisers will spend to create user-centric mobile ads through better ad targeting and dynamic content. Just think about geo-targeting, behavior or intent data to fine-tune the targeting.  Tablets - along with their expensive ad units will become mainstream: Forrester expects tablets to contribute to mobile marketing investment due to their rapid adoption, but also because of the innovative ad formats they enable. Livestand, for instance, Yahoo’s digital newsstand for tablets, allows advertisers to interact with users through rich, customized, immersive content experiences.  Buyers will embrace mobile commerce and the advertising that drives it: Advertisers, ravished by the mobile commerce outlook that is expected to top $31 billion in five years, will buy ads to promote more mobile transactions. Consequently, more mcommerce will induce more mobile ad investment. For example, Intercontinental Hotels is ramping up its location-based marketing since its room bookings from mobile devices increased 1,000% in the first five months of 2011. The coming explosion of tablet adoption will only amplify this virtuous cycle, considering that 47% of tablet owners have already shopped and bought on their devices. In a nutshell: When mobile marketing becomes more influential it has a higher impact on marketing budgets and CMO agendas. Therefore, I am convinced that Forrester will be right again with its statement that the growing impact of mobile marketing will re-emphasize marketing’s four “P’s” and turn consumer electronics into audience-targeting tools, so we will see. ♦ By Daniela La Marca

RESEARCH, ANALYSIS & TRENDS

Huge Potential for Mobile Healthcare Applications mHealth, a term used for health services and information that are supported by mobile devices such as mobile phones, tablet computers and PDAs, showed significant growth in 2011. This year, the mHealth app market is expected to nearly double. The use of mobile devices offers many benefits such as conveniently collecting community and clinical health data, easy delivery of health care inform ation to practitioners, researchers, and patients, as well as real-time monitoring of patient vital signs and direct provision of care.

going medical education and training for health workers. Taking into consideration all these benefits, it is no surprise that research2guidance predicts the smartphone application market for mobile health care to reach US$1.3 billion this year - up from US$718 million in 2011. In spite of this substantial growth, the mHealth market is still in its infancy given that the overall global health care market is worth US$6 trillion. What’s for sure is the fact that this can only grow with the ever growig market share that smartphones will achieve in the next couple of years.

mHealth is the perfect application for developing countries given the high penetration of mobile phones in those countries that often have populations that are otherwise very hard-to-reach. It can support the diagnosis and tracking of diseases in a timelier and more actionable way while providing access to on-

research2guidance also expects that the increase in revenue will come from downloads, in-app advertisements, mHealth services, direct transactions and sensor sales, as a number of big health care companies have published mHealth apps in 2011 that go far beyond a simple allergy tracker or

pill reminder (e.g. Sanofi Aventis’ sensor-based iBGStar Diabetes monitoring app). According to their Mobile Health Market Report 2011 – 2016, the number of mHealth application users – mobile users who downloaded a smartphone mHealth application at least once – will reach 247 million in 2012. This is almost double the 124 million users who downloaded mHealth smartphone applications in 2011. Indeed, the motivation behind the development of mHealth is the fact that greater access to mobile phone technology can be leveraged to mitigate the numerous pressures faced by developing countries’ health care systems, namely: 1. The rapid rise in mobile phone penetration in developing countries provides the potential to lower information and transaction costs in the delivery of health care; 2. The numerous constraints faced by developing nation health care systems - high population growth, high burden of disease prevalence, few health care workforce resources, large numbers of rural inhabitants, and limited financial resources - to support health care infrastructure and health information systems; According to a June 2011 World Health Organization report, higherincome countries show more mHealth activity than lower-income countries, which is consistent with the finding that countries in the European Region are currently the most active while those in the African Region are the least active.

RESEARCH, ANALYSIS & TRENDS

The report was the result of a mHealth survey module designed by researchers from the Earth Institute's Center for Global Health and Economic Development at Columbia University that also revealed that mHealth is most easily incorporated into processes and services which historically use voice communication through conventional telephone networks. However, the technical aspects of the health care landscape are changing rapidly, consistently driving the growth of health care data, the number of health care apps and their usage on mobile phones. Smartphone technologies, in particular, have the potential to open up doors for mHealth projects such as technology-based diagnosis support, rem ote diagnostics, telemedicine, web browsing, GPS navigation, access to web-based patient information, and decentralized health management information systems (HMIS).

Increased availability and efficiency in both voice and data-transfer systems, in addition to rapid deplo ym ent of wireless infrastructure, will most likely accelerate even faster the deployment of mobile-enabled health systems and services throughout the world. Beyond that, wireless-enabled laptops and specialized healthrelated software applications are being gradually developed, tested, and marketed for use in the mHealth field, strongly supported by free and open source software. Not to mention advances in capabilities such as integrating voice, video and Web 2.0 collaboration tools into mobile devices that achieve significant benefits in the delivery of health care services. New sensor technologies such as HD video and audio capabilities or GPS are able to enhance the methods of describing and studying cases,

which includes diagnosis, education, treatment and monitoring. Mobile communication technologies, overall, are tools that can be leveraged to support existing workflows within the health sector and between the health sector and the general public, catapulting mHealth into the forefront of the science and technology arena. â&#x2122;Ś By Daniela La Marca

RESEARCH, ANALYSIS & TRENDS

In-App Business Model is New Standard for Mobile App Revenues According to eMarketer, more than 95% of smartphone apps have been downloaded for free in 2011, as in-app purchases have been a major driver of growth in the smartphone apps business last year. The fact is that today’s smartphone users are increasingly closing their wallets at app stores and instead prefer free app downloads. While some free apps are monetized only through advertising - and some may not be monetized at all there is a shift toward the “freemium” model as mobile marketers are challenged to embrace new sources of revenue, including the in-app business model that is expected to become the new standard for mobile app revenues. The freemium model involves consumers downloading an app for free and then being drawn to make purchases within the app. The gaming industry in particular made ample use of this business model and could prove to be successful with charging users for accessing new tiers of content. Therefore, IHS Screen Digest findings are not surprising, predicting that in-app purchases will account for 64% of total smartphone app revenue in 2015, up from 39% in 2011, especially since free apps represented nearly half of the top-earning iPhone applications and 31% of the top-earning Android Market applications in Q3 2011.

Localytics, on the other hand, pointed out that creating app stickiness is extremely important to generating repeat app visits and subsequent in-app purchases. The mobile analytics company showed in its study that loyal app users generated 25% more in-app purchases than average customers. Localytics data also showed that 44% of smartphone users who made an in-app purchase did nt do so until they had interacted with the app at least 10 times. It also found that users who made in-app purchases did so, on average, 12 days after first launching the app.

In 2011, Localytics found that 26% of apps were used only once after download, that just emphasizes that user experience and engagement are crucial for generating repeat app usage and subsequent in-app purchases. Therefore, look out for best practices around the in-app business model to stay tuned with your mobile marketing strategy.♦ By MediaBUZZ

RESEARCH, ANALYSIS & TRENDS

Gloomy Economic Outlook could steady Growth of the Enterprise Applications Software Market in the Region According to IDC, the enterprise applications (EA) software market experienced good growth of 18.6% year-on-year in the Asia Pacific excluding Japan (APEJ) region in 2011. Growth was mainly driven by the increased interest of companies to utilize enterprise applications for business process automation and faster time-to-value. The upward trend in growth could be affected by the uncertainty surrounding the European economic crisis and the threat of a doubledip recession looming large in 2012. IDC expects these conditions to negatively affect the market and slow down growth and thus forecasts a compound annual growth rate of 10.2% to reach US$8.0 billion till 2015 (see Figure). “Although the need to extend newer functionalities and capabilities to end-users, which in turn help in improving internal efficiencies and reducing operating cost, has been driving growth over the past 18 months or so, companies will take a cautious approach on software investments in 2012 due to the negative economic scenario,” says Sabharinath Bala, Research Manager of IDC’s Asia Pacific Enterprise Applications Software Research Group. On the other hand, technology trends like cloud computing, mobility, analytics, social media, as well as the regulatory and compliance environment do not give organizations much of a choice, but to invest in new software or upgrade their existing software to accommodate these trends and remain competitive and compliant in the marketplace. Vendors, therefore, will have to focus on delivering core value propositions for faster time-to-market, positive ROI, and business process improvement, rather than just concentrating on factors like innovation, deployment flexibility, and platform integration.

Key points from IDC’s study included:



Owing to critical demands of the business environment, most of the top tier vendors are adding vertical-specific applications to their portfolio, either through organic development by incorporating industry-specific functionalities to their existing horizontals offerings or inorganically by acquiring products from niche vendors.



Software-as-a-Service (SaaS) deployment of enterprise applications will gain traction, with small and medium enterprises opting for SaaS based offerings due to the low cost of deployment. This increased adoption of SaaS EA will cannibalize traditional on-premise deployments, but comparatively the overall size of the SaaS market will still be small.



Vendor consolidation will continue, due to the eagerness of tier-1 vendors to acquire niche products and capabilities that will fortify their product portfolio. The drivers for vendor consolidation include technology trends like cloud, mobility, and socialytics.

At the secondary market level, the enterprise resource management market saw a minor increase in percentage share in the first half of 2011 and stood at 52.1% as compared to 51.6% in 2010, while there was a slight decline for product supply chain applications; customer relationship management market remained flat when compared between 2010 and 2011. Although not the biggest contributor to the overall market, enterprise asset management applications experienced the largest growth and manufacturing applications the least growth on a year-on-year basis among the functional markets. (Source: IDC) ♦ By MediaBUZZ

RESEARCH, ANALYSIS & TRENDS

In todayâ&#x20AC;&#x2122;s â&#x20AC;&#x153;Digital Ageâ&#x20AC;? there are many challenges the agency business must evolve to overcome: client/agency relationship management, performance measurement, and accountability.

BEST PRACTICES & STRATEGIES

Apps’ Spin the Digital Industry Small software applications, so-called apps, are revolutionizing the digital industry, and hence marketing. Apps are all-rounders that can be loaded on a variety of devices over the internet, thus it is not surprising that about fifty billion app downloads worldwide are forecast for 2012. Internet access via mobile devices can be expected to be used more than on desktop PCs and notebooks. In addition, there are up and coming app stores for desktop PC applications, games consoles, televisions, and even regular phones apps can be downloaded, adding value through Skype, Facebook and weather forecasts. App-enabled devices have become mass media. Excess supply of software The number of applications available is exploding with users downloading on an average around eight new apps per month. The battle which app will make it onto the devices, however, is pretty tough and often just the "Top 10" are getting the attention of users. To be among the top 25 free apps in the Apple iTunes store, an average of more than 50,000 downloads are in general necessary—every day. Still, the real art is not only to get the app installed, but to inspire consumers to use it on a regular basis. Unfortunately, what is even more difficult is to deal with the highly fragmented market. There are more than 4,500 devices with partially different software and hardware components using currently five to six mobile operating systems and apps stores all following the different philosophies of the operators. All this poses a great challenge to marketing decision makers and developers, as its adoption as a universal marketing weapon must be planned strategically and conceptually extremely well, since the respective apps are technically not compatible. Hardly any software vendor or agency provides cross-platform solutions or can operate in all mobile operating systems. Your market and target audience, therefore, decides on which operating system serves what kind of end device. It is that simple. If you are dealing with a business-to-business (B2B) target group, you have to develop an app for, at least, Apple and BlackBerry; business-to-consumer (B2C) for Android and Windows. Hence, you usually have to deal with two to six software projects on your own, not to mention the maintenance and upgrades you need later on.

Therefore, from an economic point of view it is often not possible to achieve high coverage effectively. A shortterm solution could be provided by mobile websites in HTML5 and CSS3, but many in the industry share the view that both developments are needed. Always keep in mind that the browser remains the first contact point between business, brand and interested parties in the long run - even mobile. Advantages and disadvantages of both approaches In general, cross-platform app solutions are cheaper and have lower maintenance costs, but differentiation, unique features, added value and sustainable use can only be guaranteed by providing access to devicespecific apps, where software such as Smart Web App from Yoc or crOSs-App of conVISUAL can help a bit. Alternatively, HTML5 apps can be used to behave like apps. Parts of the services, such as accessing databases or accounting systems, are attained via the Internet. Distribution, service and maintenance are much more efficient, while the look and feel is like having a real app. In addition, at the core of any strategy should be mobile and touch-optimized pages that can be used via all kinds of internet-enabled devices - via smartphone, tablet, the TV in the living room, the clock radio next to the bed, the telephone at work or the navigation device in the car, making clear that everybody has to deal with any technology and gain step by step a unique experience. Complex websites will definitely complement mobile in the future, but be aware that mobile isn't just a reduced version of the site – it is unique and therefore requires its own ideas. ♦ By Daniela La Marca

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Mobile App or Mobile Portal: an on-going debate We all have a mobile device these days - whether it's a smartphone like the iPhone or a touchscreen tablet like the iPad - and most of us in the industry will use many different features of our mobile devices for various purposes. We can now access the Mobile Web which is the key reason why you should consider launching a product in this space. What was predicted just a few years ago as the trend of the future has now become a booming market. Indeed, the explosive growth of mobile devices seems to be unstoppable as a communication channel, sparked by ongoing technological development, lower telecommunications tariffs, and the enormous demand from the consumer side. There are now globally around six billion mobile subscribers â&#x20AC;&#x201C; mainly spearheaded by China and India that account for over 30% of the growth. Fueled by the Asian markets the data released by market analyst firm Canalsys makes sense, revealing that total smartphone sales overtook PC sales around the world for the first time in 2011. Nearly 487.7 million smartphones were shipped in 2011, compared to 414.6 million PCs. (see table below) The rise of the smartphone was simply exorbitant last year, growing by 63% in 2011, with Nokia and Samsung shipping record numbers and Apple reporting even an incredible 93.1 million iPhones worldwide in 2011, which meant a growth of 96% over 2010.

What this means for advertisers, we all know, is namely the opening of entire new worlds in terms of marketing and customer loyalty. No other communications channel brings brands, products and services to the disposal of the mobile phone. So how can companies best exploit the potential of this market? Is a mobile app that is downloaded directly onto the mobile phone of the user the best method of choice? Or does a mobile website (portal) promise to lead to a resounding success in the long run? It's just a question of the right strategy Mr. Han-Shen Yuan, Director Platform Business Solutions and Mobile Engineering for eBay Inc. already pointed out that it is possible to actively divert millions of users from mobile websites to iPhone, Android and BlackBerry apps. Despite his company's activity of proactively diverting traffic, mobile web revenue growth is generally increasing at the same pace as mobile app business. Therefore, it is important to have a mobile strategy that includes both mobile sites and apps, he suggests.

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Indeed having a mobile strategy in place is essential, whether to decide on having an "app or portal", or both. International conglomerates or national brands have to make up their minds and ask themselves: What does the target audience want and how is it made up from a sociodemographical aspect? Is the focus more on brand management or sales? How can mobile be integrated into the existing marketing strategy? Answers to these questions are a precondition for mobile services that are relevant to the company and its customers. Basically, companies that have a very diverse and broad audience should opt for a mobile portal since it offers the advantage that all mobile devices can be operated with a single service and is wide reaching. Apps, in contrast, have to be designed and developed individually for each mobile operating system platform - iPhone, Android, BlackBerry, et cetera - but they offer interesting possibilities for brand promotion and sales and are, in particular, suitable for creative campaigns and the implementation of sophisticated sales services with a high ROI. In many cases, however, it may be the best solution to employ both measures in parallel. More and more companies are following the strategy of a mobile website for general information, accompanied by apps for new products, promotions or similar activities. A good example is Audi: via their mobile portal m.audi.de the existing website has been made available in the first step for use via mobile phones. For the launch of the new Audi A1, for instance, a special iPhone app was developed, tailored to the needs of young, urban audiences, allowing customers to check via a style consultant what A1-style suits them best, or even to design their individual A1 in 360째 view. For the new top model, the

Audi A7 Sportback, however, an exclusive iPad app was drawn up that allows the user to experience first-hand everything from the development of the first line sketches to the completion of the car.

Apple is particularly notorious for its strict rules. Changes and updates can be done immediately without further consultation. Their crucial disadvantage, however, is the lower flexibility in design and usability.

Pros and Cons

Solutions from the Web- or hybrid apps

Creating Web apps and sites for the mobile Web has its own sets of challenges and techniques, such as optimizing it for touchscreen devices or bandwidth limitations that most portable personal devices have, but let's take a quick look at apps pros and cons. Aspects in favor of apps: In terms of design, there are fewer limits than with mobile portals, in addition to the fact of having much better usability. In addition, there is a greater freedom regarding the integration of mobile-related added values, such as GPS and motion sensors. For users who access a mobile service on a regular basis, it is usually more convenient and sometimes even faster via the mobile. Moreover, studies show that users of apps order products more often than users of the mobile internet. The big downside: There are more and more technical platforms around that make it obvious that for many companies an iPhone app often isn't enough to meet their appropriate target group. Lufthansa has solved this problem, for instance, in quite a sophisticated manner. Depending on the number of hits evaluated on the mobile portal they can identify which devices were used most frequently. Consequently, on the basis of these results, in addition to their version for the iPhone, one app for Blackberry, Android and J2ME is put into practice. In direct comparison with the app, mobile portals can be implemented faster and cheaper. They run on all devices, don't have to be installed separately, and are not subject to the review of an external authority -

browser:

A hybrid app refers to an opportunity to take advantage of a combination of app and portal by displaying it in the "app-frame" content of the mobile portal. For the user this is hardly noticeable, but it offers the company a big advantage. Instead of programing all services anew for every app, existing mobile internet services can be used. So-called Web apps go even one step further, where by means of Web and Java technologies optimized Web pages supersede apps. These Web apps combine the benefits of the internet in terms of range and support with the typical look and feel of apps. Data can be stored directly on the device so that the use of the Web app is possible even without a data connection. Conclusion Without a sound strategy, the question if an "app or portal" is better can't be answered seriously. To avoid the unnecessary wastage of resources from unsuccessful portable measures, an analysis, as thorough as possible, is crucial. The current hype around apps doesn't necessarily mean that they are providing the best solution. Actually, right now it seems that the mobile Web still has much more to offer with its omnipresent ease of access while mobile app strategies are still challenging to successfully realize. This is, not to mention, according to Pinch Media that around a quarter of all apps are never used again after the first day, and they have even noted that 95% of downloaded mobile apps are never used again after the first month.

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So, to no surprise, a widespread norm right now is the strategy of a mobile portal plus iPhone app. Since your competition never sleeps, the spread of alternative technological platforms such as Android is growing by leaps and bounds. In the long term, solutions that achieve the best possible results with the minimum use of resources will be ahead of others,

such as Web-based mobile apps that work the same way as a Website would - loading the content of a page when a user requests to view that page, using the browser cache to make things speedier for users with primed caches, but all graphics, images, scripts and data are loaded from your Web server as opposed to being on the client's device (in the case of most native apps).

So far, the mobile Web has more to offer. Still, a mobile Web app differs from a mobile version of a website due to it being tailor-made for the mobile platform, UI will generally be more customized and include more mobile-device-centric user interfaces. We will see what comes next! â&#x2122;Ś By Daniela La Marca

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Think BIG when thinking Apps Before deciding which of the operating systems suits your company best, or in which way an app should be developed, the examination and elaboration of basic concepts and possible targeting is relevant. Then, depending on the strategy and idea, the most appropriate technical solutions can be identified. Apps are typically related to marketing themes and all kind of areas in a company, since they can support internal processes, improve customer relationships, reduce costs through self-service, but especially portray brands and sell directly. Apps are not only an advertising medium, but are as universal as the Internet itself. The basic procedure in your app strategy can be based on four pillars: 1. Optimization of the stationary web presence towards mobile and app-capable phones, which is quite complex due to the fact there are some 4,500 different devices available; 2. Guidance to the mobile site with mobile marketing; 3. Development of at least one app with a differentiating value of benefit; 4. Use of mobile and app-enabled end devices as a business tool. Always ask yourself the question where and how all your internal and external audiences are connected with your company/brand and in particular, which mobile situations. The app usage is always behaviourally- or situationally-oriented, which makes the service more important than information or

advertising communication. The app must be something valuable and present a kind of support in the (daily) personal or professional lives of the audience. Thus, it's absolutely not about advertising, but the challenge to enrich the respective situation or the brand -related behavior with more appropriate values. This may be related to the timeliness of the situation, which means the supply of available information on the spot, or a combination of the behavior with the social network of the user, or in combination with the location and time of the user - or all together, paired with appropriate business processes. App Marketing will therefore develop more towards specific business models that complement the purely physical products to products with integrated marketing and communications services. Cost of an app Regardless of the platform, three broad cost dimensions can be identified, which can be used for the classification of idea and functionality. If the idea for another platform gets implemented, the budget should be increased by at least another two-thirds. Further it should be calculated in an appropriate media budget for publicizing the app which should be at least as much as the cost of the development itself. The third cost factor to consider is on-going maintenance and expansion, which accumulate costs that are comparable with the development cost per year. The following magnitude orders, in the development of an app, need to be multiplied at least by three to have any chance of success in the App Economy.

BEST PRACTICES & STRATEGIES Success Factors Make sure that the app has a specific benefit, a relevant service or entertainment, or both: does it bring joy and make people laugh, or give access to extraordinary content? Does the app have an impressive usability? Is the content automatically updated and does it grow over time? Can the content enrich social web activities or interact with them? Does the app solve a problem or meet the needs of a specific niche audience? Is the idea new, innovative or evaluating an existing one, does it bring out the best of the hardware and software? Does the app provide something that your website still doesn't?

Longer term you should have more in mind to create, namely a platform, not a campaign. Provide regularly updates and new features and respond to comments and requests of the users. Furthermore, make sure to develop locally relevant content: market-specific in the national language, suitable to the culture and end devices available in the market. If the app is available in the local language, the increase in the number of downloads is usually 18% to 22%. Give agencies and developers sufficient time and budgets for well thought-through concepts, planning, implementation and testing. Incorporate your app

strategy into the overall marketing strategy of your company and introduce your app across all channels - externally and internally. Finally, never stop developing new ideas. Take advantage of new trends and try new things out! A step into the App Economy is necessary and will never be completed as it is a continuing progress. Right after launching your app will come the optimization and the development of new apps - just as the fast paced online marketing has been and always will be in the future. â&#x2122;Ś By Daniela La Marca

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Stimuli for an Optimized Mobile User Experience Optimize your newsletter for mobile readers by considering a few simple suggestions: Create optimal usability It is obvious and therefore shouldn't be neglected: the recipient of your e-mail is mobile, which means is on the go, does not have much time and expects to receive information and offers with just one click. Thus, make it as easy as possible for him to find his way in your newsletter. Subject lines or sender data that are too long are frequently cut off, so that the recipient of the contents of the mailing can't fully grasp. Concise, brief details convince instead at this point. Don't forget to leave even in short emails sufficient space between the text and links so that the touch-screen remains easy to operate. Adjust the layout accordingly Different operating systems, resolutions, or mail clients means that the design of the mobile mailings should be tested on the most common devices, for example with the Inxmail newsletter software that can provide a direct preview of what it would look like on the iPhone. Avoid Flash, JavaScript, frames and pop-ups on mobile websites or landing pages, since some devices cannot correctly display such sites. In addition, readers should also get the opportunity to read the newsletter on a web version, so therefore a link comes with the territory. The average resolution of a smartphone is 320 x 480 pixels. Art design and visuals must be mobilecompatible, which means small enough but still readable, especially since not all are using flat data rates. Users who cannot or do not want to view pictures should see alternative texts that should be maintained by ALT tags.

Deliver relevant content In mobile mailings the content must be more convincing than anywhere else. Reduce any complexity to the essentials and concentrate on the intention of the recipient in reading the newsletter. Successful email marketing is based on a deep understanding of target groups and a decided content strategy. In mCommerce, the small display especially hampers the sales strategy, so it is more important to have in mind relevant and succinct content. On the most personal of all technical equipment, junk mail is more annoying than on the fixed PC. Contact options provide an additional return path for the receiver. Expand your mailing list continuously Via the mobile channel the distribution list for your newsletter can be enhanced and expanded. Therefore, set always up a prominent registration link to the mailing on your mobile website version. Another possibility to generate readers is the direct log-on at the point of sale, in addition to the option for customers to register via SMS in the local store for the mobile mailing. Conduct tests periodically Testing is the alpha and omega in email marketing and applies mutatis mutandis to mobile mailing. Whether layout, usability, content focus or link placement for optimum usability - have different test runs. Only then will your mobile email campaign be a success and open up a new audience for you. â&#x2122;Ś By Daniela La Marca

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Overcoming the Barriers to Growth: Culture is Key "The secret of success is to understand the point of view of others," said the US car maker Henry Ford, a man who knew a few things about successful and sustained corporate growth. Ford's advice is especially worth remembering at a time when businesses of all sizes are looking for growth opportunities overseas. Evidence suggests that this strategy of looking for new markets is the right one. Companies operating internationally are generally reporting better results - in terms of revenues, profits, or both - than companies that focus only on domestic markets. Whilst there is evidence of the benefits of expanding into new markets, there is also plenty of evidence of failed expansions overseas. Just look at Vodafone, Carrefour and eBay, which all failed to understand Japanese consumers' tastes and buying habits. Culture may seem a minor issue when you are considering a new market, with issues like premises, competitors, market size and regulation far higher up the list of priorities. However, never underestimate the importance of cultural insight. Merger of equals or merger of incompatibles? Among those who wish they'd had more such insight are the former directors of Daimler and Chrysler. When the two companies merged in 1998, the numbers suggested it would be an ideal fit, a "merger of equals" whose strengths and capabilities would benefit each other. The reality proved very different, in large part because the American Chrysler and German Daimler had such different cultures: the former "relaxed [and] freewheeling", the latter "more formal and structured".

Employee satisfaction plummeted, especially at Chrysler; predicted synergies did not materialize; and performance suffered. The Daimler and Chrysler cultural mismatch was on a huge scale, but every business or individual with any experience of crossing frontiers has fallen into cultural potholes at some stage - from conflicting management styles, to cultural faux pas (very often involving table manners or food), or linguistic disasters. Remember a certain soft drink's slogan that it "gives you zest for life" being translated into Chinese characters as "brings your ancestors back from the grave", or the Vauxhall Nova car sounding in Spanish like the "Vauxhall Doesn't Go"? The challenges of expansion So how does any would-be exporter overcome the hurdles of doing business in a new country? Isn't it just too difficult? Businesses themselves put "Property" and "People" as the key perceived obstacles to expansion. Globally, around a third (34%) of firms say that setting up an office/workspace presence is the biggest obstacle to overseas expansion. As for hiring people, opinion is split about how to manage a cross-border venture: 53% believe in having a manager from the home country, and 47% think local management is the better option. Around two-thirds (64%) find it difficult to recruit foreign staff. The split over recruitment strategies emphasizes that there is no right or wrong recipe for successful expansion. There is research to do, contacts to make, consumer tastes to gauge, suitable partners to find - it's an exploratory process, and there are seldom instant answers.

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Build in the flexibility to explore Any expansion plans should include two elements: firstly, time to explore, and secondly, the agility to scale up or down without being locked into inflexible financial arrangements. By limiting their upfront investment and on-going overheads, businesses can give themselves more flexibility and time to explore. O ne wa y t o lim it upf r ont expenditure is to look at flexible working platforms as an alternative to taking fixed leases on premises. These platforms allow businesses to pay only for the space that they need at any time, scaling up or down in line with their progress in the new market. They also shelter new market entrants from some of the hidden costs of setting up abroad, such as buying equipment and furniture, sourcing IT, and hiring reception and security staff.

Another option is to use virtual office solutions: these provide a fixed office address in a new market, and telephone answering and mail services, without requiring you to take physical space. Learn from example The use of flexible working premises in new markets is not just limited to small companies with a limited budget for new premises. It's also a technique that large international companies attest to.

managing the facilities, you just start working," explains Pankaj Parshotam, Marketing Manager, Consumer, TomTom. Since it was founded in 1991, TomTom has already expanded into 40 countries. Like Henry Ford, therefore, it has a great deal to teach about opening up new markets.â&#x2122;Ś

Take TomTom, the world's leading supplier of location and navigation products. When it sets up a new opera ti on, it us es f lex ibl e workspace at local Regus business centres while it explores the new location, learns the culture, and gains a market foothold. "Every time we open a local operation we start with Regus because it's easy. Instead of the complexities of starting a business in a new country, such as

By William Willems, Regional Vice-President for Australia, New Zealand and Southeast Asia, Regus

As the number of people who use their mobiles to access the internet increases, and the time they spend online is going up as well, there will definitely be more and more investment in mobile search advertising, mobile versions of owned websites, mobile couponing and in-store apps.

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Alcatel-Lucent implifies Customer Interactions with its Motive CXS Portfolio People want to have all their communication devices, such as smartphones, tablets, or TV set-top-boxes, doing what they are supposed to do, which means connecting them with others, services and content that they seek. They want their devices to work properly, all the time, wherever they happen to be, without any hassle. Alcatel-Lucent knows that the communications service provider that can deliver this kind of experience will be the most attractive, since customer loyalty is and always will be the one and only asset in the market that keeps revenues flowing and profitability growing. Aware of this fact, the company recently launched an extended portfolio of software and services designed to improve the experience that consumers have with their smartphones, tablets and other connected devices. What is unique about their approach is that their expanded portfolio goes way beyond network performance and addresses the widest variety of 'touch points' where customers interact with their service provider. Adolfo Hernandez, President of Alcatel-Lucent's Software, Services & Solutions group said: "AlcatelLucent has established a strong reputation in customer experience with hundreds of communications service providers around the world. What we are announcing is a commitment to continue our investments in the area of customer experience with the introduction of our new portfolio, which we have called Motive Customer Experience Solutions." The four solution suites of Motive CXS portfolio Alcatel-Lucent's Motive CXS portfolio is based on four solutions, each of which addresses various critical touch-points in the relationship between communications service providers and their customers:



Motive CX Management is focused on getting new devices, applications and services up and running quickly, by simplifying their introduction on the network, managing upgrades and service modifications, and providing a consistent, lowhassle experience for customers.

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Motive CX Analytics provides monitoring tools that track the performance of the devices, applications and services running on the network. These tools which leverage unique algorithms developed by Bell Labs - provide key insights and dashboards that infer overall customer experience and allow for detailed customer experience insights.

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Motive CX Optimization em powers communications service providers to provide their customers with the best service experience possible while making better use of network capacity. Using historical data about customers, devices, applications and the network, communications service providers can examine trends, experiences and usage patterns segmented by types of users - and take accurate and proactive actions with yield management and loyalty.

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Motive CX Consulting consists of a dedicated team that - using a patent-pending methodology identifies unique opportunities to improve the wide range of customer experience touch points within a service provider organization.

In a nutshell, Alcatel-Lucent's portfolio of Motive Customer Experience Management (CXM) solutions automates broadband services activation, troubleshooting and problem resolution to make customer interactions easy, efficient and effective.

TECHNOLOGIES & PRODUCTS

Transforming the customer experience According to McKinsey, 70% of customers who switch to a competitor do so because of a poor customer experience and now you can imagine what that means for businesses. Expectations of good service are continuously growing and becoming more and more difficult to satisfy, considering that today's society uses multiple devices to access a dizzying array of applications, services and content. As more complex devices and services are connected to fixed line and mobile networks, the effort to deliver a consistent, quality customer experience is multiplying costs for communications service providers. Alcatel-Lucent is simplifying customer interactions, is helping service providers to improve their quality of experience (QoE), and is supporting them to build stronger, longer-lasting, and more profitable customer relationships with its Motive Customer Experience Solutions that is able to: 

Increase profitability by simplifying customer interactions: Stand out and succeed by creating simple, compelling experiences that customers want.

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Improve business performance using customer insights: Thrive in a complex and competitive environment with analytics and insights that strengthen customer relationships and increase customer lifetime value.

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Enhance loyalty and profitability : Create an experience that positively influences usage behavior in a way that reduces the impact on the network while improving profitability.

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Take action to improve the customer experience: Develop a prioritized actionable plan to help your entire business improve the customer experience.

Service providers struggle to provide fast, reliable networks but they can't win over every customer, at least Alcatel-Lucent can make their lives easier and help them to can stand out and deliver a market leading customer experience by making offers simpler to buy, own and use. ♦ By Daniela La Marca

TECHNOLOGIES & PRODUCTS

Grey launched Facebook App that gives Netizens first-hand Experience of Dementia The Singapore branch of Grey, the global advertising network of Grey Group that belongs to WPP, launched in January 2012 a Facebook application that allows netizens a first-hand experience of the effects of Alzheimer, a brain illness that erodes mental abilities. Working in partnership with Alzheimer's Disease Association (ADA) Singapore, the agency developed an innovative app called, "Sort Me Out", that simulates an Alzheimer's person's loss of memory to help increase public awareness about the disease. The app was designed to get into 'the head' of a person with Alzheimer's disease to highlight the gradual memory loss they suffer. It is activated when a Facebook user logs in to accept the app. It then launches and gives the appearance of initializing the sorting out process of the user's content. The user then witnesses his/her Facebook content being slowly 'erased'; starting with the wall posts, followed by friends list, personal profile and lastly, photographs. On the social media platform however, that process was fast forwarded to create a sense of helplessness and anxiety amongst netizens to help drive awareness of the effects of the illness. As people with Alzheimer's exhibit challenging behaviors; caring for them can be exhausting both physically and emotionally. People with dementia need to be treated with as much dignity and independence

as possible and their caregivers, who usually are immediate family members, need support from their network of family and friends. The goal of the campaign was to give people a first-hand experience of the disease to understand its nature by demonstrating realtime, the identity and memory loss felt by people with dementia. "Grey's novel digital campaign, harnessing the power of social media to create greater dementia awareness and acceptance amongst the public, was the right direction we were looking for. We hope this would ultimately lead to early intervention for diagnosis and integrated care in Singapore", said Theresa Lee, Executive Director of ADA. "The app is a creative way to highlight the seriousness of Alzheimer's", said Ali Shabaz, Chief Creative Officer, Grey Group Singapore, Indonesia and Thailand. "Currently there are more than 2.6 million Facebook users in Singapore and for many it is a carefully cultivated online depository of self-identity and memoirs. Losing it would be devastating; likewise memory loss for people with Alzheimer's is a life crippling situation. Facebook was therefore the ideal platform to launch such a campaign and digital was used in a way like never before to create awareness of the illness", he added. The campaign developed by Grey Singapore and Yolk, a Grey Group company, was launched in December last 2011 on Facebook and Twitter.â&#x2122;Ś By MediaBUZZ

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Agence France-Presse (AFP) released first "Pay for" Photo App for the iPad Adapted from the book The Shock of the New Century in 2010, AFP is featuring the best images from the first decade of the new millennium as its first Photo App for the iPad. Events which marked the first decade of the 21st Century are vividly recalled through the images in the app that is called "Eye on a New Century", showing, for instance, the Concorde crash, Yves Saint Laurent's farewell to the fashion industry, Zidane's head-butt, the death of Michael Jackson, or the September 11, 2001 terrorist attacks. Each of the 130 photos has a corresponding caption and commentary from the photographer. The menu consists of 12 images linking to the photo gallery for the corresponding year. Once inside the gallery, photos appear in full screen. Just scroll vertically to move to the next photo and horizontally to switch years. A banner can be called up displaying all the years and their content.

AFP will release as well "Rugby 2011" an easy to navigate application celebrating the best of the Rugby World Cup 2011 through the lenses of AFP prize winning photographers. The nine high-definition photo galleries feature bone-crunching tackles and spectacular tries, the emotional highs and lows on the way to a dramatic final won by hosts New Zealand. Future "AFP Photo Book" applications will be devoted to highlights of current events and key personalities and AFP plans, in addition, a number of other photo apps that will deal with themes like the environment, faith, rituals and traditions as well as offbeat features, like a retrospective of the Arab revolutions to mark the first anniversary of the uprising in Tunisia are in the making. Other themes will appear during 2012. With their new "pay for" apps, AFP is strengthening its presence on the mobile market, which is one of the agency's key development areas. â&#x2122;Ś By MediaBUZZ

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Netbiscuits: Web + App = Maximum Mobile Reach The digital agency Reading Room recently organized an event on Smart and Effective Mobile Innovation, where I once again got a chance to meet Joerg Krahnert, Managing Director of Netbiscuits' Asian headquarters in Singapore. The business infrastructure and superb strategic regional location of the 'Island Republic' make it an ideal choice for Netbiscuits expansion plans that uses Singapore as a springboard to access the entire region. With the rapid increase of smartphones, tablets and other smart mobile devices; end users are consuming more and more digital content whilst on the move. However, the proliferation of these mobile devices has rendered the mobile environment highly fragmented, which is where the German company comes in. Netbiscuits' Mobile Cloud Platform was developed to provide an attractive development environment and highly efficient publishing platform. The mobile sites and apps built there guarantee maximum mobile reach, especially as they are highly customized, personalized and deliver optimal mobile browsing experience. By leveraging the cloud, the platform promises to be more dynamic and viable, hence escalating business productivity and performance efficiency. That apart, via the cloud, customers have a greater market reach and gain a significant competitive edge. According to Netbiscuits, mobile websites are the easiest and most efficient way to create cross-platform mobile experiences by utilizing industry standards such as HTML5, CSS3 and JavaScript. The company provides adaptive UI components, they call them "Biscuits", which let you efficiently create touch and non -touch optimized mobile experiences.

Further, Netbiscuits includes prebuilt mobile websites for various in dus tr ies a nd a pp li anc es , providing a solid foundation for getting to market quickly. The prebuilt web applications are based on best practices and can be customized to individual needs, with full access to Netbiscuits' sophisticated mobile marketing web tools, an open development environment for mobile web application customization, and the efficiency and power of next-generation mobile cloud computing. Looking at the digital marketing industry, it seems like the future belongs to mobile and Netbiscuits is on the road to success. What's important now is to make use of the opportunities the mobile internet opens up, such as display banners, branding to rich media or click-tovideo - provided that usability is satisfying, which means that sites load quickly and look good on multiple devices and operating systems. Striking are the various targeting methods based on factors such as location, past behavior, time of day and demographics which can help to make mobile ads extremely effective. Mobile is a channel for driving more focused engagement with consumers, whom in turn respond with greater enthusiasm. With renowned customers such as eBay, Universal Music, MTV Networks, or Time Inc. and a persistent drive to expand and enhance their product portfolio, we can expect to see Netbiscuits growing even stronger in the coming years. â&#x2122;Ś By Daniela La Marca

COMPANIES & CAMPAIGNS

MMA makes it easier to buy and sell Mobile Ads for Smartphone and Tablets The Mobile Marketing Association (MMA), the leading global trade association for the mobile industry, released an updated version of the MMA Universal Mobile Ad Package. Created by MMA members, with added input from the industry gathered during a public comment period, the new 2.0 version makes it easier to create, buy and sell mobile ads for smartphones, feature phones and tablets. "We've taken 60-plus ad unit sizes and streamlined them down to just six. That simplicity frees brands and agencies to focus on developing innovative, compelling mobile campaigns that span the widest possible variety of devices and demographics," said MMA Global CEO Greg Stuart. "As a result, the new guidelines make it easier than ever to buy and sell ads for phones and tablets." The finalized version of the MMA Universal Mobile Ad Package v.2.0 incorporates input from the industry gathered during a 30-day public comment period that concluded in mid-January 2012. Ad networks and publishers now have until 30 April 2012 to become compliant. At that time, the MMA will promote those companies by issuing MMA Universal Mobile Ad Package Compliance stamps that members can use on their websites and marketing materials.

The final standards, which are supported by the Newspaper Association of America, the Interactive Advertising Bureau and the 4A's, mark a true collaboration between the sales side, including networks, rich media vendors and publishers, and the buy side at global ad agencies. The MMA Universal Mobile Ad Package was created by the MMA North America "SWAT" Team and the Global Mobile Advertising Committee. MMA "SWAT" Companies include AT&T Adworks, WDIG, ESPN Mobile, Google, InMobi, Joule, Jumptap, Medialets, Microsoft, Millennial Media, Ogilvy, Tribune, Turner and The Weather Channel. Attention all readers: MMA Forum Singapore 2012: Smarter Tomorrow, 23-25 April 2012, Grand Hyatt Singapore. The Forum will bring together the world's mobile leaders who are focused on building smarter campaigns that lead to smarter branding, smart sales and ultimately a smarter tomorrow. Sign up today at [http://mmaglobal.com/ events/forums/singapore2012/overview ] and qualified brands can apply for a complimentary pass.

To create the Universal Mobile Ad Package v.2.0, the MMA, with support from ImServices Group, analyzed hundreds of billions of mobile ad impressions delivered across the global mobile advertising marketplace in 2Q 2011. The data - sorted by smart phone and feature phone, networks and publishers, including mobile Web and app - helped determine the six unit sizes that serve as the standard Mobile Universal Ad Package v.2.0.

COMPANIES & CAMPAIGNS

Microsoft Advertising supports Brands in telling their Stories at Scale, across Screens and at every Stage in the Purchase Cycle Microsoft Advertising recently shared insights from a social marketing study that the company conducted with more than 700 social media advertisers. The resulting report Social Advertising & Word of Mouth, the Social Advertiser's View aims to assist marketers in understanding the benefits, challenges and insights on what lies ahead in social media by outlining top-ofmind opportunities and risks for social media marketers. Without a doubt, social media is on the rise. Consequently, many are convinced that it will get a bigger share of the advertising spend and will definitely increase this year. Still, it begs the question if social media marketing is, in the end, the way to go and worth the bucks. "Brands must listen and engage", states Microsoft's study and it shows that managing word of mouth (29%) and enhancing their brand (29%) are the main reasons why brands in Singapore invest in social media, followed by reasons to achieve a direct response (25%), i.e. for sales purposes or to build traffic on a website. These findings are actually consistent with those coming from the rest of the globe with an average of 27% for word of mouth, 26% for branding and 21% for a 'call to action'. Other reasons for investing in social media include customer support and engagement, and to garner feedback.

"Social media is a platform for people to communicate with each other, whether it is one-to-one, or one-tomany. It allows brands to engage with their audiences in ways that were previously not possible. However, brands must understand how social media has changed word of mouth communication," said Bruno Fiorentini Jr., General Manager, Microsoft Advertising & Online APAC, adding: "Social media has the power to make or break a brand" and it made clear that marketers cannot control what's being said about them on their social platforms, but they have to listen and then respond in a way that's seen by fans as engaging, rather than telling. The study also highlights that virtually all Singaporean marketers surveyed (97%) have a presence on at least one social media platform, since they believe that it is equally important as advertising. While social media engagement is vital to build and strengthen relationships with current fans, it must be complemented with other marketing channels, such as paid advertising, to not just assist in engagement, but also to attract new consumers. According to the study, some 40% of online marketing resources in Singapore are currently spent keeping fans engaged, and even 60% of the respondents mentioned that they were not satisfied with the appropriateness of their fan or follower base, while half of online advertising resources

COMPANIES & CAMPAIGNS

are spent on attracting new consumers. Less than half (46%) of social media marketers find it too expensive to grow their fan or follower base, and almost two-thirds (62%) of the respondents said their fan or follower base has a higher turnover, i.e. people like their page, but leave very soon after. "Many marketers tend to look at using social media platforms with the highest reach. This has to be one of the biggest mistakes marketers make. Brands need to think about social media marketing in the same way that they look at traditional, and cannot overlook their target audience. It's vital that brands connect with the right people, with the right messages, using the right platform" said Andrew Pickup, Chief Marketing Officer, Microsoft Asia Pacific. The results of the study show that brands cannot run an ad-hoc social media plan without a proper social media strategy. For a brand to be successful in social media, marketers need to realize a few things: 

Firstly, social media is a way to help them achieve their goals, and that it is not a goal in and of itself;



Secondly, marketers need to be authentic and understand how to lead conversations with their audiences without dominating them;



Lastly, they need to think about how to be involved and which platforms are best used to connect with their target audiences.

"When an advertiser's objective is to be social, it's critical to help them understand that no social marketing strategy can succeed if it only runs on one site. Customers are everywhere and brands need to connect with them wherever they are", revealed Bruno Fiorentini Jr. "To succeed, brands must build a strategy that combines both paid and owned media. When used together as part of a well-planned digital marketing strategy, brands can create greater awareness and drive consumer engagement," he added. Microsoft aims to help brands in telling their stories at scale, across screens and at every stage in the purchase cycle by understanding consumer behavior and advertiser practices. The study's insights will definitely be useful for a brand's efforts to integrate their messages in more relevant and impactful ways, since social media has become an invaluable tool.

The winners will also be awarded an exclusive VIP trip as Microsoft Advertising's guests to the Cannes Lions Festival of Creativity 2012 taking place from 17-23 June in Cannes, France. Marketers are asked to submit a hypothetical digital media plan and creative idea for the brand or non-profit of their choice that addresses a 'key business challenge' for that organization's 2012 or 2013 calendar year. Unlike other industry award competitions, this contest does not judge work that has already been executed, instead it challenges marketers across the globe to tell a brand's story using Microsoft Advertising technology and solutions - including MSN, Mobile, Windows Live, Xbox, Messenger, etc. - to solve real marketing challenges. Do keep in mind, if you are game for the challenge, the following checklist for submitting a strong and successful entry: 

Combine a strong creative idea with storytelling at its heart;



Innovative use of Microsoft Advertising's storytelling assets within the media plan;



Place a strong emphasis on measurability and the extent to which the brand or non-profit's target audience could be been reached and influenced.

It might be helpful for you to take a look at a short video starring Felicia Day, actress and creator of The Guild web series which Microsoft Advertising created as a benchmark, before you start working on your entry for the contest? Or check out the Microsoft Advertising Story Awards website, or follow the competition on the Asia Community page, Facebook or on Twitter using #MSAStoryAwards. May the best digital player win!♦ By Daniela La Marca

So, if you want to test how good you are, join Microsoft's creative storytelling contest - The Microsoft Advertising Story Awards (MSAs) - which invites marketers from 30 countries across the world including Japan, India, Hong Kong, Singapore, Malaysia, Thailand, Vietnam, Philippines, and Indonesia to submit a campaign idea for a brand or non-profit of their choice using Microsoft Advertising's storytelling platforms.

COMPANIES & CAMPAIGNS

The Internet Show Asia 2012: calling all digital explorers! The Internet Show Asia, now in its third year, will bring Asia’s biggest and best gathering of the digital community for non-stop networking, learning and innovation.

3. 4. 5. 6.

This year’s show has six co-located conferences to maximize the digital learning, sharing and exploring with leading speakers from around Asia.

Follow the show’s blog for all the latest updates from the show’s speakers, partners, and digital experts from around Asia and indeed the world.

Digital explorers will discover all new ways of:

     

Driving up the ROI of their online marketing spend Closing the gap between their company and their customers with social media Leveraging on creative web and video content to grow their revenue Boosting sales with multi-channel marketing strategies and sale points Building a flexible and agile IT department with the cloud Growing their competitive advantage within the ever exciting e-space

The six co-located conferences cover the key areas in our ever expanding digital marketplace in Asia: 1. 2.

Digital Advertising World Asia Social Media World Asia

Cloud Computing World Asia Content Management World Asia On-LiVe Asia e-Commerce & Payments World Asia

Enhance and expand your knowledge and skills as a digital leader. Be a change agent for your company while delivering real and tangible improvements to your human capital capabilities and capacities. The wealth of connections, knowledge and new ideas should arm all digital explorers to succeed in an ever competitive and ever growing digital marketplace in Asia.♦ By MediaBUZZ

LEGISLATION

Appleâ&#x20AC;&#x2122;s Privacy Controversy Time is ticking for Apple to comment on its privacy policies by next week. The current dispute on how developers have been able to access users' private address book data on its popular iOS mobile platform has gotten the iPhone manufacturer into hot water. Now the company has to clarify its developer guidelines and the measures taken to screen apps that are sold in its App Store. Criticism was triggered by a Singaporean developer who discovered that Path, a San Francisco based startup that makes a Facebook-like social networking app for iPhones, had been quietly uploading his contacts' names and phone numbers onto Path's servers. Later, other technology bloggers discovered that iPhone apps like Facebook, Twitter, and foursquare upload user data the same way - partly without permission. All these incidents raised the question of whether Apple's iOS app developer policies and practices fall short when it comes to protecting the information of iPhone users and their contacts. An independent blogger even claimed that it is quite common and widely accepted among iOS app developers to send a user's entire address book without their permission to remote servers and then store it for future reference. The fact is that Apple's privacy policy is under scrutiny and questions are being raised as to why Apple has not placed any protections on the Address Book in iOS from the beginning. It is even more confusing because Apple's spokesperson Tom Neumayr stated: "Apps that collect or transmit a user's contact data without their

prior permission are in violation of our guidelines. We're working to make this even better for our customers, and as we have done with location services, any app wishing to access contact data will require explicit user approval in a future software release." Apple's privacy policies within apps will certainly be improved by requiring explicit permission to collect such data in the future, but it is still unclear whether iOS 5.1 will address this issue, or the fix will come in a separate update. Right now the company is even indicating plans to put some form of a setting on contact data that would allow users to control who views the data, similar to the way Apple locks down location data. Still, we just have to shake our heads about the company that has promoted itself as more private and secure than anybody else, with its stringent app approval process. It's weird to read that this company has flaws, by leaving people's address books unprotected as if it would be nothing. Not to mention that iOS apps have full access to everything in the iOS app sandbox, such as pictures, music, movies, calendars, and a host of other data. Any of this content is literally open for developers to freely transmit to their own servers while apps are open. Not to mention that approved apps have access to the iPhone's camera and microphone, too, so photos, videos, and audio could be transmitted securely or insecurely to servers that Apple does not even necessarily know about. Maybe crooked developers or even shady government entities are already using such apps to gather information?

LEGISLATION

Don't let us tempt fate, instead we should think positively that most developers and companies would never consider doing something like this as they are afraid of getting caught red-handed which would be their own downfall. In addition, any desktop application can suck up data and send it to a server somewhere as well, so it is not solely an iOS problem.

Unfortunately, what adds fuel to the fire right now is the fact that another privacy violation was reported where Google bypassed privacy settings in Apple's Safari web browser in order to track people's online behavior.

websites. It has even been speculated that Apple purposely set default privacy settings in mobile Safari against third party cookies to control iPhone users' experience. Let's see how Apple troubleshoots this situation. â&#x2122;Ś

So, again all fingers are pointing at companies that make iPhone apps, social networking services and

By Daniela La Marca

"To succeed, brands must build a strategy that combines both paid and owned media. When used together as part of a well-planned digital marketing strategy, brands can create greater awareness and drive consumer engagement." ~ Bruno Fiorentini Jr., Microsoft Advertising

BUZZWORD

Geo-targeting Geo-targeting in geomarketing and internet marketing is the method of determining the geo-location of a website visitor and delivering different content to that visitor based on their location, such as country, region/ state, city, post/zip code, organization, IP address, ISP or other criteria. A common usage of geo-targeting is found in online advertising, as well as internet television with sites such as iPlayer and Hulu restricting content to those geolocated in specific countries (also known as digital rights management). Use of proxy servers and virtual private networks may give a false location. Geographical information provided by the visitor In geo-targeting with geolocation software, the geolocation is based on geographical and other personal information that is provided by the visitor or others. Different content by choice A typical example for different content by choice in geotargeting is the UPS website where users have the choice to select their country location first and are then presented with different site or article content depending on their selection. Automated different content In internet marketing and geomarketing, the delivery of different content based on the geographical geolocation and other personal information is automated. A good example is the Ace Hardware website at www.acehardware.com. The company utilizes geolocation software to power the “My Local Ace” section of its website. Based on a site visitor’s location, the website's online locator service can show the visitor how many stores are in their area, as well as a citylevel locator map to help the customer find the store closest to their address. IP spidering The automated discovery of user person/organization/ city-level geolocation information based on IP addresses by traceroute, pings, and a combination of other tools and methods is far more advanced.

It is dependent on the pre-analysis of the entire IP address space. There are more than four billion possible IP addresses, and detailed analysis of each of them is a Herculean task, especially in light of the fact that IP addresses are constantly being assigned, allocated, reallocated, moved and changed due to routers being moved, enterprises being assigned IP addresses or moving, and networks being built, expanded or changed. In order to keep up with these c hanges , c om plex algorithm s , bandwidt h measurement, mapping technology, and finely tuned delivery mechanisms are necessary. Once all of the IP space is analyzed, each address must be periodically updated to reflect changes in the IP address information, without invading a user's privacy. This process is similar in scale to the task of Web spidering. IP delivery in SEO IP delivery for search engine optimization (SEO) is the method of delivering different content to search engine spiders (also known as robots and crawlers) than to human visitors. The determination of whether the visitor is a known search engine spider is done based on the IP address. SEOs compare the visitor's IP address with their list of IP addresses, which are known to be servers that are owned by a search engine and used to run their crawler applications (spiders). The delivery of different content to search engine spiders than to human visitors is called “cloaking” and is against most search engines' webmaster guidelines. Although search engine guidelines might seem to imply that any type of cloaking is bad, there are cases where cloaking might be legitimate. The subject is very controversial and SEO experts continue to debate about when cloaking might be acceptable and when not. "Cloaking" via IP delivery works differently from cloaking via "user agent". While IP address spoofing is harder than user-agent spoofing and more reliable, it is also harder to keep the list of IP addresses used by search engines for their crawlers up-to-date. An outdated list with active crawler IP addresses missing enables the search engines to detect the cloaking and may result in a removal of the site from the search engine's index.

BUZZWORD Common uses  Content localization for webmasters who want to serve local content on a global domain.  Copyright owners and delivery networks who want to restrict streams based on geographical information.  Pay per click advertisements to have ads appear only to users who live in selected locations.  Display advertisements where banner or other multimedia ads are selected to be displayed based on visitor location.  The use of connection speed data correlated to IP address to tailor content.  Online analytics to identify live the correlation of citylevel geography, connection speed data and certain demographic data to IP addresses.

 Enhanced performance networks provide superior customer targeting to advertisers.  Fraud prevention identifies suspicious payment transactions live by correlations between IP address and additional information (billing records, email header).  City advertising on web sites with extensive content related to particular cities. Such web sites can connect large city audiences with products/services for sale in those cities. Surfers searching for information about particular cities find adverts at such web sites as a result of city name related searches rather than product/service keyword searches. In this way businesses, e.g. shops, restaurants, can advertise and reach out to consumers located in the real-world localities of their product/service offerings.  Content based on local time using IP geolocation ♦

APPOINTMENTS

Buddy Media, the social enterprise software of choice for eight of the world’s top ten global advertisers, announced the addition of two new members to its growing team in Asia. To support the company’s expansion plans, Lena Savitsky and Eddie Cliff will champion Buddy Media’s sales and client relations programs, respectively, in the Asia Pacific region. Lena Savitsky is a digital media and technology specialist with more than seven years of experience in the industry. Lena has been a driving force in selling integrated and display solutions across portal, vertical and network products across European and Asia Pacific markets. Currently, Lena is spearheading the team for Buddy Media Sales as the company's Regional Account Director, based in Singapore. Lena Savitsky In 2006, Lena worked to launch one of the UK’s first behavioural targeting products, Tacoda, which was later sold to AOL. Originally from Moscow, Russia, Lena has been based in Singapore since 2009, where she most recently worked for Yahoo! APAC as Head of Agency Development. In this role, Lena managed key regional agency partnerships including Group M, Omnicom, Publicis and IPG.♦ Eddie Cliff is a digital marketing specialist with over nine years of experience working with global brands. Originally from Tennessee, he currently resides in Singapore, where he is spearheading Buddy Media’s client relations team in the region as Senior Account Manager, Asia Pacific. Eddie joined Buddy Media in 2010, and has played a major role in leading the company through strategic brand and agency partnerships. Having been drawn to the world of start-ups since 2004, he previously held senior roles at companies including Blackbaud, Benefitfocus.com and avVenta Worldwide. Eddie graduated from the University of Tennessee in 2003 with a BS in Computer Science. Buddy Media opened its Singapore office late last year, along with other offices in London and San Francisco. Reporting record growth in 2011, Buddy Media has doubled its workforce from over 100 employees in January 2011 to 225 by February 2012.♦

Eddie Cliff

InMobi has strengthened its leadership team with the appointment of Phalgun Raju as Regional Director and General Manager for Southeast Asia, Hong Kong and Taiwan. Phalgun will spearhead the company’s business strategy, sales, business development, and marketing for the region. She joined InMobi from Google, where she led sales and business development efforts for strategic new advertising products with Fortune 500 brands and top agencies.

Phalgun Raju

Prior to joining InMobi and Google, Phalgun worked with Nokia and McKinsey. At Nokia, Phalgun led global product marketing for the Emerging Devices business. Prior to Nokia she was one of the youngest Engagement Managers in the history of McKinsey. She has a MBA from Harvard Business School and a Masters in Mechanical Engineering from Massachusetts Institute of Technology.♦

TripAdvisor® appointed Jean Ow-Yeong as Senior Media Relations Manager for its Asia Pacific business in Singapore. She is responsible for leading all media relations across the region, including consumer, corporate and trade. Jean joins TripAdvisor from eBay where she was Head of PR for its Southeast Asia business. TripAdvisor-branded sites make up the largest travel community in the world, with more than 50 million unique monthly visitors, and over 60 million reviews and opinions. The sites operate in 30 countries worldwide, including China under daodao.com. TripAdvisor also includes TripAdvisor for Business, a dedicated division that provides the tourism industry access to TripAdvisor's millions of monthly visitors.♦

APPOINTMENTS

Paddy Crawshaw has been promoted to the position of Head of Communications Planning, Asia Pacific, for OMD. With his promotion, Paddy will play a pivotal role in enhancing OMD’s strategic planning capabilities and strengthening the marketing effectiveness of client campaigns across the Asia Pacific region.

Paddy Crawshaw

Paddy is an Omnicom Media Group acolyte, having spent his formative media years in London working primarily on automotive, retail and government clients as Brand Communication Account Director at Manning Gottlieb OMD, before relocating to China. In Shanghai, Paddy took up the role of Communications Planning Director for OMD China and spent two years growing the communications planning product in the country before moving to Singapore. He will report in his new role to Steve Blakeman, CEO, OMD, APAC, and take on his regional responsibilities based out of OMD’s regional headquarters in Singapore.♦

Autumn Martin has been appointed as Director – Digital Media, Omnicom Media Group, Singapore. In her leadership role, Autumn is responsible for enhancing the local digital offerings for Omnicom Media Group’s business and value-adding to the group’s core digital expertise. Autumn relocates to Singapore from Omnicom Media Group, UK, where she headed the HP account for EMEA, as an Associate Director. While working on HP’s digital strategy and implementation, Autumn successfully created and managed a B2B pan-regional EMEA program that received many accolades for its performance. Prior to Omnicom Media Group, Autumn occupied the post of Digital Communications Director, EMEA at Universal McCann. During the course of her career, Autumn has worked with blue-chip technology accounts like Microsoft and Intel and well-known brands in verticals like travel, retail, and logistics. She will report to Torie Henderson, CEO, Omnicom Media Group, Singapore.♦

Autumn Martin

Epsilon appointed Regina Leung as Vice President, Marketing, International, expanding her prior responsibilities as Vice President, Marketing, Asia Pacific (APAC), to now include marketing leadership for the company’s operations in the EMEA (Europe, Middle East and Asia) region.

Regina Leung

In this new role, Regina will continue to be instrumental in shaping and driving Epsilon’s marketing and thought leadership initiatives in both Asia Pacific and Europe. She will also be tasked with providing support to Epsilon’s global growth strategy. The close collaboration between the two regions will enable Epsilon to strengthen its relationships with multinational organizations, helping them to gain better customer insight in today’s globalised world. Currently based in Hong Kong, Regina will report to Dominic Powers and Heather Wilkerson, Senior Vice President, Corporate Marketing, who are based in the US.♦

APPOINTMENTS

Kenshoo, a global leader in digital marketing software, announced the appointment of Philip G. Chiu as Kenshoo’s Asia Pacific (APAC) Managing Director as the company continues its rapid global expansion and meets increasing demand in the region for advanced digital marketing software.

Philip G Chiu

Chiu will oversee Kenshoo’s sales and account management for the region, with a focus on key markets in Japan, Australia, China, and Korea. He and his team will be responsible for helping agencies and brands achieve their marketing and business objectives with Kenshoo’s robust platform to deliver scalable results and operational efficiencies. He will also be in charge of recruiting top talent, unifying customer service procedures, sharing best practices and embedding customer feedback into the product roadmap.

Philip joins Kenshoo from Beyond Media Global (BMG), a trusted and preferred partner of Kenshoo. Under his leadership, BMG quickly became a well-known and preferred service provider of cross-channel campaigns for leading agencies and advertisers in Australia, China, Japan, Brazil, India and across Asia. An industry expert and frequent speaker at conferences all over Asia, Chiu previously served as the Senior Vice President, Global Business Development & Corporate Partnerships for SearchForce and Regional Manager, Asia Pacific at Yahoo. Chiu has a B.S. in Mathematics & Computer Science from The Johns Hopkins University.♦ iris has appointed Dan Pankraz, from M&C Saatchi, to the newly created role of joint regional planning director for Asia Pacific, following a period of continued growth for the agency in the region. Pankraz brings with him 12 years of experience at agencies including Saatchi and Saatchi Sydney, BBH New York, DDB Sydney and most recently M&C Saatchi, where he was deputy planning director leading the Google account. Based in Sydney, Pankraz will be strategic lead on key local and regional accounts such as Adidas, Sony and Shell. Pankraz’s hire is a key development in the agency’s investment in its planning function globally, which has been underway since the announcement of its global strategic partnership with US media and marketing giant Meredith at the end of 2011. It has since been working with the 110-year old content network to share strategic tools and assets in terms of content, platforms, data and insight, allowing it to deepen its specialisms in retail, CRM and social.

Dan Pankraz

Pankraz has built up a reputation as a youth marketing and social media expert having worked on award winning global campaigns for Axe whilst at BBH New York as well as Google, Gatorade, McDonald’s, Telstra and SEGA locally. He has won numerous Effies, APG and Cannes awards working with clients across the automotive, telecommunications, fashion, airline, retail, alcohol and tourism industries. iris’ Sydney office has been responsible for such acclaimed campaigns as ‘The Great DVD Amnesty’ for Sony featuring Jean Claude Van Damme and specializes in creating extraordinary ideas for brands which give extraordinary results. It forms a key hub in iris’ expanding network across Asia Pacific, which includes offices in Singapore, Melbourne, Beijing, Shanghai, New Delhi and Jakarta..♦

Bazaarvoice and BuddyMedia announced a partnership to help brands integrate online customer conversations in their social media campaigns. Westin Hotels & Resorts is the first to use the joint offering on facebook.com/westin. “What’s Popular Right Now” is the first social application, or “sapplet,” to result from the partnership, allowing companies to seamlessly integrate Bazaarvoice customer-generated content into their Buddy Media-powered brand pages and social media campaigns. Brands first define the category of products or services to feature in their campaigns. The most popular products or services - based on customer conversations such as ratings, reviews, comments and shares - are then promoted within the sapplet, encouraging consumers to scroll through and interact with the brand’s Bazaarvoice content and share their experiences with their friends and across their online networks. In addition, fans clicking through the sapplet are directed to the specific brand destinations, increasing traffic to the brand site. ♦

APPOINTMENTS

Greenlight, the digital marketing agency, officially announced that it's domain name changed from greenlightsearch.com to greenlightdigital.com. Over the past year, Greenlight has been adding new strings to its bow in response to constant changes in the search industry, and more recently, the announcement by Google of the arrival of relevant personalized Social Media references in search results pages, which include: evolving the pay-per-click (PPC) media offering into a 360 Paid Media service including re-targeting and performance display; a full service Social Media department which has developed a suite of integrated search and social services designed to help clients maximise their presence in their audience’s increasingly personalized search experience; launching the One technology platform from Hydra, an independent Greenlight Company; and, the development of a unique and revolutionary content management system shortly to be unveiled - designed to allow global organizations to respond to the search and social demands of the modern online business. ♦ Buddy Media appointed Singapore-based Rice Communications as its PR partner for stakeholder outreach in the Asia Pacific region, supporting programs in Singapore, Malaysia, India, Indonesia, the Philippines and Thailand. Buddy Media recently reported record growth in 2011, and doubled its workforce from over 100 employees in January 2011 to 225 in early 2012, they have also opened new offices in London, San Francisco in addition to Singapore. ♦

Network Box announced that it has reached the first milestone in its endeavor to attain IPv6 Ready - Phase 2 criteria certification. IPv6 Ready is an internationally recognized certification that is awarded to vendor products after they undergo a comprehensive set of tests that measure the compliance of the products IPv6 networking stack against constructs, features and behaviors defined in the official IPv6 internet standards. IPv4 currently directs almost all internet traffic. However, the last top level block of free IPv4 addresses were assigned in February 2011, so organizations everywhere will soon be faced with the very real need to migrate over to IPv6. For this reason, IPv6 support and innovation are foundational aspects of the upcoming Network Box NBRS-5 product line. ♦ Fuji Xerox (China) Ltd. received the Outstanding Contribution Company to China IT Industry Green Development Award, organized by China Information World. The award was made for their energy saving products, public recycling system for used products and printer cartridges and also for their “Print Green” ecoawareness campaign. Fuji Xerox also received the China CSR Award - evaluated by more than 100 Chinese public organizations, leading media outlets and specialists - for their work in providing educational scholarships and enhanced facilities/tools for rural students. Fuji Xerox was commended for their on-going work to realize a sustainable society based on the principle that “CSR is synonymous with good corporate management.” ♦ Viewquest has partnered with Zhone Technologies to provide an all-in-one modem to customers with the Zhone 2426, which encompasses Wi-Fi, Routing and two Voice Ports. Viewqwest also launched, in January 2012, their residential Next Generation Nation Broadband Network (NGNBN) in Singapore through their Fibernet service. All other Internet service providers currently issue their customers with two separate devices; a modem and a router, which requires more space and power points - the Zhone 2426 will give users an all-inone complete experience. Viewqwest also provides NGNBN solutions for organizations and plans to be active in all nine Singapore exchanges by April 2012. ♦ Akamai Technologies, Inc. acquired Blaze Software Inc., a provider of front-end optimization technology, to complement Akamai’s market-leading site acceleration solutions with technology designed to optimize the speed at which a web page is rendered, regardless of end user device. With the rapid adoption of rich internet applications and the increase in mobile browsing, new performance bottlenecks are emerging. As a result, content providers face a growing set of challenges in maintaining a high-performing site and assuring a superior end-user experience. Blaze automatically optimizes the code on a web page during the delivery process to ensure faster transmission of content and a faster rendering of the page. As a cloud-based service that requires no software or code changes by the customer, Blaze works with any web site. Akamai will integrate the technology into its global cloud platform to help enterprises provide secure, high-performing user experiences on any device, anywhere. ♦

APPOINTMENTS

Komli Media, Asia Pacific’s leading media technology company, acquiired Admax Network, South East Asia’s (SEA) largest digital media network. This acquisition will provide Komli Media with the region’s largest and most diverse publisher network of 4,600 local and international websites, including Admax’s exclusive sales partnership with Facebook in Thailand, Indonesia and Philippines and with MSN in Thailand. Komli will consequently have the greatest reach of the total SEA online audience and access to the region’s largest local language sites. Furthermore, Admax’s experienced team and sales relationships with over 350 premium advertisers such as Sony, Citibank and Blackberry will fortify Komli’s leadership presence in the region. Komli Media will integrate its current SEA team, operating as Aktiv Digital, with that of Admax’s, under the Komli Media brand. With this acquisition, Komli Media will be more than 400 people strong and will service more than 1000 active advertisers across Asia Pacific with a reach of over 150 million unique monthly users, making the company the largest independent media network in the region.♦

Angela Chua, Marcel de Bruin and Eric Kwan proudly display their award

HARTING Hong Kong and Zhuhai HARTING (factory) received the Green Medal in the Hang Seng Pearl River Delta Environmental Award organized by Hang Seng Bank. The Hang Seng PRD Environmental Award honors and encourages manufacturing companies in Hong Kong and the Pearl River Delta (PRD) region to continually enhance their environmental performance by recognizing and rewarding their green achievements. This year, a record-breaking 182 manufacturing companies entered competition, under the “One Factory – One Year – One Environmental Project” Program. HARTING won the medal due to its outstanding and long-term dedication to environmental protection strategies. Their practice in energy saving and water pollution counter measures impressed the panel committee. Environmental and climate protection have been a key part of everyday working life at HARTING companies worldwide for decades. Energy-efficient and environmentally-friendly practices have been firmly enshrined in the HARTING philosophy since 1996. ♦

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