Asian e-Marketing June 2011 by MediaBUZZ Pte Ltd

June 2011

Mobile Marketing & Advertising ( Part 2 )

Exclusive Interview with AnSpringboard Research’s Top 10 drew Grant, Akamai Predictions in 2011, page Tech22 nologies . Page 41

NXP Semiconductors’ World Leading (NFC) Mobile Experiences. Page 39

Yahoo: is Insight, Near Science Field Communication NotTechnology Hindsight!,Enables page 41New

The Long and Lasting Road

Out Media’s State-of-the-art to There Success of Asia’s Premier ICT Show. Page 50 Marketplace, Mobile Advertising page 44

EDITORIAL:

O N L I N E

V E R S I O N

Dear Reader, Location-based service (LBS) is the dominant topic for this issue of Asian eMarketing, which focuses on Mobile Marketing & Advertising. LBS is any information, entertainment, or social media service, that is available on a mobile device, which makes use of your geographical position determined by GPS, A-GPS, or Wi-Fi/cell tower triangulation and is provided via mobile applications (apps) or is built into the mobile device hardware and software. Such services can be query-based and provides end users with useful information such as "Where is the nearest ATM?" or is push-based by delivering coupons or other marketing information to customers who are in a specific geographical area. While location-based services have been around since 2000, they have been mostly used in commerce with a subscription-based business model. The release of Apple's 3G iPhone and Google's LBS-enabled Android operating system now allows developers to introduce millions of consumers to LBS so that the movement is definitely gaining momentum. As location-based services must, by law, be permission-based this means that end users must opt-in to the service in order to use it, so the industry expects huge growth simply due to the fact that LBS allows very targeted advertising at the point of sale. Get insights into whatâ&#x20AC;&#x2122;s hot and not in the mobile scene around the region or just keep informed. Best regards,

PS: If you couldnâ&#x20AC;&#x2122;t catch the previous issue of Asian e-Marketing here is another chance.

Exclusive Sponsor of this Issue

Daniela La Marca Editor-in-Chief Asian eMarketing

JUNE 2011

INSIDE THIS ISSUE:

MOBILE MARKETING & ADVERTISING (Part 2) RESEARCH, ANALYSIS & TRENDS

McAfee Threats Report Confirms Mobile Malware as the New Frontier of Cybercrime

Asia Marks a Key Milestone in Internet Progression

InMobi’s Latest Mobile Insights Report for Singapore

Fournaise: 73% of CEOs Think Marketers Lack Business Credibility

Up to 36% of Network Traffic a Blind Spot for Security Industry

Global fixed line VoIP market set to generate $40 billion a year by 2015

IDC Forecasts Security Appliance Market to Reach US$2.8 Billion in 2015

With New Generic Top-Level Domains (gTLDs) ICANN Approves Historic Change to Internet’s Domain Name System

Nielsen’s Study on the Rise of Smartphone Usage in Singapore

Broadband Forum Predicts India Soon to be One of the Top Ten Broadband Users in the World

Magnaglobal Releases Updated Global Advertising Forecast

The Concept of Virtuality Gains Ground by Supporting Agility at Work

Key Findings from Annual State of Marketing Singapore Industry Report 2011

BEST PRACTICES & STRATEGIES

Inaugural Global Research Study of MMA and Google Unveils Rise in Browsing the Mobile Web

Sybase mCommerce Guide 2011: Capitalize on the Fourth Screen

A New Mobile Search Engine Worth Watching 31 Art Meets Mobile

Yahoo! Helps Finding Apps of Desire

Exclusive Sponsor of this Issue

JUNE 2011

INSIDE THIS ISSUE:

MOBILE MARKETING & ADVERTISING (Part 2) Mediabrands Food for Thought on Data Collection and its Impact Microsoft Advertising’s Digital ZENSES Championship Now Open

TECHNOLOGIES & PRODUCTS

NXP Semiconductors’ World Leading Near Field Communication (NFC) Technology Enables New Mobile Experiences

Exclusive Interview with Andrew Grant, Head of Film & Interactive Entertainment Group, Akamai Technologies on Transforming the Cloud into a more Viable Place to Inform, Entertain, Advertise, Transact and Collaborate (Part I)

ASUS Combines Smartphone and Tablet PC

Frost & Sullivan Celebrates its 50th Anniversary and Honours Again the Best of Asia Pacific’s ICT Industry

COMPANIES & CAMPAIGNS

Gemalto Meets the Demands of Our Evolving Digital Society

The Long and Lasting Road to Success of Asia’s Premier ICT Show

SAS’s Outstanding Commitment to Invest and Develop Singapore’s Business Analytics Industry

Finalists for Asian Publishing Awards 2011 Elected

LEGISLATION

IAB-MMA Mobile Web Advertising Measurement Guidelines – Part I

IAB-MMA Mobile Web Advertising Measurement Guidelines – Part II

Every Cloud has a Silver Lining Cellphone Location Data and Privacy Issues

BUZZWORD

Sandboxing

APPOINTMENTS

IMPRINT

ADVERTISE WITH US! Take a look at our rates!

RESEARCH, ANALYSIS & TRENDS

McAfee Threats Report Confirms Mobile Malware as the New Frontier of Cybercrime The security technology company McAfee, a wholly owned subsidiary of Intel Corporation, unveiled in their recent Threats Report that Q1 2011 was the most active first quarter in malware history and confirms that mobile malware is the new frontier of cybercrime. With the ever expanding prevalence and growing importance of mobile applications, a further shift in focus to mobile application security, particularly client-side vulnerabilities in apps such as Mobile Safari, is both predictable and underway, according to McAfee. “The Q1 Threats Report indicates that it’s been a busy start to 2011 for cybercriminals,” said Vincent Weafer, Senior Vice President of McAfee Labs. “Even though this past quarter once again showed that spam has slowed, it doesn’t mean that cybercriminals aren’t actively pursuing alternate avenues. We’re seeing a lot of emerging threats, such as Android malware and new botnets attempting to take over where Rustock left off, that will have a significant impact on the activity we see quarter after quarter.”

Busiest Quarter in Malware History With more than six million unique malware samples in Q1, this period far exceeds any first quarter in malware history. February 2011 saw the most new malware samples of the quarter, at approximately 2.75 million. Fake anti-virus software had a very active quarter as well, reaching its highest levels in more than a year, totaling 350,000 unique fake-alert samples in March 2011. Symbian and Android Most Popular Mobile Malware Environments Malware no longer affects just PCs, but smartphones as well. As Android devices have grown in popularity, the platform solidified its spot as the second most popular environment for mobile malware behind Symbian OS during the first three months of the year.

RESEARCH, ANALYSIS & TRENDS

A McAfee Labs mobile application security whitepaper, released in conjunction with the report, discusses how most Android devices allow the “side-loading’ of apps – instead of a centralized app store, as they must with Apple. There is indeed no centralized place where Google can check all apps for suspicious behavior other than on the phone itself.

The researcher Lompolo recently found a series of Android applications carrying backdoor Trojans in the Android Market. The applications were discovered because Lompolo noticed that some of the Android apps in question appeared to have been republished by the wrong publisher - in other words, that they had been pirated and then repackaged.

Google was quick to remove offending applications from the Android Market and has also since released a tool to help affected users recover from the effects of this attack. It’s likely that the incident will cause Google to revisit its position of allowing applications to be posted to the Android Market in such an unrestricted fashion.

In the case of the widely publicized Geinimi, found on Android devices in China, the malware bound itself to popular apps to steal personal information from devices. This type of attack would be difficult for Google to detect, if the apps were distributed in the internet outside of the Android Market, as Google’s ability to secure the device is limited to on-device scanning.

This is not the usual case of piracy, in which someone attempts to use software without paying for it. Here, the malware author repackaged software from another publisher, presumably without permission or distribution rights.

In Q1 2011, McAfee Labs found that the most prominent types of Android mobile malware were Android/DrdDream, Android/Drad, Adnroid/StemySCR.A and AndroidBgyoulu, which affected everything from games to apps to SMS data.

Apple, on the other hand, analyzes apps when they are submitted to the store, with one notable exception that’s discussed below. Security-conscious users in the United States have also discovered malware-infected apps.

While reverse engineering one of the pirated apps, Lompolo noticed t h e a p p u s e d t h e “rageagainstthecage” Android sandbox escape exploit, as well as stored information in a local SQLite database, communicated with a suspect web server by IP address, and posted the device’s IMEI and IMSI codes (which could identify the device) to the remote server.

The cybercriminals behind the Zeus crimeware toolkit have also directed attacks toward the mobile platform by creating new versions of Zitmo mobile malware for both Symbian and Windows Mobile systems to steal user bank-account information.♦ Source: McAfee

RESEARCH, ANALYSIS & TRENDS

Asia Marks a Key Milestone in Internet Progression The year 2011 is a pivotal one for the internet as the address space used by the current version of the Internet Protocol, IPv4, was fully depleted earlier this year. Without action, there will be increased costs and limited online functionality for internet users everywhere.

support World IPv6 Day, to ensure a successful transition to IPv6. The campaign included an online survey on public awareness of IPv6 as well as listing websites which are already IPv6 enabled on the IPv6 Hong Kong Directory of www.ipv6world.asia.

The only long-term solution to this problem is the adoption of IPv6, which provides over four billion times more space.

Charles Mok, Chairman of ISOC HK, said, "ISOC HK has been supporting IPv6 and promoting IPv6 awareness since 2007. At APRICOT-APAN 2011 Hong Kong earlier this year, which was the largest ever internet conference in the Asia Pacific region, we deployed IPv6 for the internet network that we built for the conference, as a means of carrying out a real-world test of IPv6 deployment. This time, our campaign marks a key milestone in IPv6 deployment. It provides an opportunity for the internet industry to collaborate on testing IPv6 readiness. The 'Test Flight' lays the groundwork for large-scale IPv6 adoption and helps make IPv6 ready for prime time."

On the "World IPv6 Day", 8 June 2011, internet conglomerates such as Facebook, Google, and Yahoo! websites with more than one billion combined visits each day - joined major content delivery networks Akamai and Limelight Networks, as well as the Internet Society Hong Kong (ISOC HK), for the first global-scale trial of the new Internet Protocol, IPv6. The goal of their 24-hour “Test Flight Day” is to motivate organizations across the industry, such as Internet Service Providers, hardware makers, operating system vendors and web companies, to prepare their services for IPv6 and to ensure a successful transition as IPv4 addresses ran out. Leading IT companies and institutions such as Cyberport, HKIRC, PCCW, Cisco Systems, NTT Communications Group, Sony Corporation and Huawei also joined hands to

"IPv6 deployment requires involvement from the broader stakeholder community, including government, commercial and civil society representatives across the region. It's important because there are many different aspects to the project," said Geoff Huston, Chief Scientist of APNIC.♦ Source: Internet Society Hong Kong (ISOC HK)

RESEARCH, ANALYSIS & TRENDS

InMobi’s Latest Mobile Insights Report for Singapore InMobi, the world’s largest independent mobile ad network, just revealed that the Singapore mobile ad market grew by 18% to 139 million monthly ad impressions from January to April 2011 and that the Android platform saw a staggering increase of +12.7 share points in ad impressions over January 2011, now serving over 37 million impressions monthly. “Singapore is one of the most advanced mobile markets in the world. With a country population of five million, the 139 million monthly impressions served by InMobi are a testament to the country’s mobile potential. It’s not just the reach but also the quality of devices that makes it a truly exciting market for advertisers. The high penetration of smartphones along with a techsavvy audience allows advertisers to utilize the latest, most sophisticated ad technology to engage consumers” Atul Satija, VP & Managing Director - Asia Pacific at InMobi commented.

Smartphone share in Singapore is over 2.5 times the Asia average and nearly double the global average. •

Although Apple is still the top platform in Singapore it lost significant share to Android between January and April 2011. • Android saw a staggering increase of +12.7 share points in ad impressions over January, now serving over 37 million impressions monthly • iPhone OS lost 15.6 share points in just 90 days primarily due to the strength of Android in the market. • Android & iOS powered devices now represent 4 of every 5 ads in the market, providing an ideal ecosystem for advertisers.

•

Despite a decline of 15.6 share points in its share, Apple still maintains the majority of ad impressions in Singapore with a 54% market share. Manufacturers Samsung (+8.4 share pts), HTC (+1.5 share pts) and Motorola (+2.2 share pts) all gained share of ad impressions supporting the Android surge.

•

Apple iPhone saw a decline of 17.8 share points in its impressions share but remains the single most popular device in Singapore with a 47.4% share. Beyond the iPhone, fragmentation is clear without any single handset holding more than 6.1% share.

Key findings for Singapore are part of InMobi’s April 2011 Mobile Insights Report, the largest monthly report of its kind. •

•

Singapore mobile ad impressions grew by 18% from January to April 2011 on the InMobi network. InMobi now serves over 139 million impressions a month in Singapore up over 20 million monthly ad impressions from January 2011. Smartphones represent 89% of all impressions in this very advanced mobile market.

The latest InMobi Mobile Insights Report can be downloaded here: www.InMobi.com/research. ♦

RESEARCH, ANALYSIS & TRENDS

Source: InMobi

RESEARCH, ANALYSIS & TRENDS

With New Generic Top-Level Domains (gTLDs) ICANN Approves Historic Change to Internet’s Domain Name System ICANN’s Board of Directors has approved a plan to usher in one of the biggest changes ever to the Internet’s Domain Name System. During a special meeting, the Board approved a plan to allow an increase in the number of Internet address endings - called generic top -level domains (gTLDs) - from the current 22, which includes such familiar domains as .com, .org and .net. “ICANN has opened the Internet’s naming system to unleash the global human imagination. Today’s decision respects the rights of groups to create new Top Level Domains in any language or script. We hope this allows the domain name system to better serve all of mankind,” said Rod Beckstrom, President and Chief Executive Officer of ICANN. New gTLDs will change the way people find information on the Internet and how businesses plan and structure their online presence. Virtually every organization with an online presence could be affected in some way. Internet address names will be able to end with almost any word in any language, offering organizations around the world the opportunity to market their brand, products, community or cause in new and innovative ways. “Today’s decision will usher in a new Internet age,” said Peter Dengate Thrush, Chairman of ICANN’s Board of Directors. “We have provided a platform for the next generation of creativity and inspiration.” The decision to proceed with the gTLD program follows many years of discussion, debate and deliberation with the Internet community, business groups and governments.

Strong efforts were made to address the concerns of all interested parties, and to ensure that the security, stability and resiliency of the Internet are not compromised. ICANN will soon begin a global communications program to tell the world about this dramatic change in Internet names and to raise awareness of the opportunities afforded by new gTLDs. The application process will also use this period to elaborate on what is involved in applying for a new generic top-level domain. Under the plan, new gTLDs applications will be accepted beginning on January 12, 2012. The decision to launch the new gTLD program raised the curtain on ICANN’s 41st public meeting, taking place in Singapore. It is just one of the issues that will dominate the weeklong meeting, where the focus will turn to cyber security with the inauguration in Singapore of a specially built “hardened” facility, the first of three around the world that are helping to secure the domain names of all countries.♦ To see a video recording of the Board’s decision, go here: http://www.icann.org/. To see the schedule for ICANN’s Singapore meeting, go here: http://singapore41.icann.org/full-schedule To learn more about new generic top-level domains, go here: http://www.icann.org/en/topics/new-gtldprogram.htm and http://www.icann.org/en/topics/newgtlds/factsheet-new-gtld-program-14apr11-en.pdf

RESEARCH, ANALYSIS & TRENDS

Nielsen’s Study on the Rise of Smartphone Usage in Singapore While Singapore may have the highest smartphone penetration in Southeast Asia, sales of smartphones will continue to benefit from significant netizen buying interest in the country.

Operators are also wooing existing customers by offering upgrades on a mobile device just before his/her subscription plan expires,” said Kaushal Upadhyay, Director, Telecom Practice, Nielsen Singapore.

Based on a recent survey by The Nielsen Company, four in 10 online consumers, who claim they do not own a smartphone, said they will or are likely to buy one in 2011.

Who’s more likely to buy a smartphone?

Almost half of the online consumers surveyed in Singapore claimed they already own a smartphone. Netizens aged between 35-39 years old are the largest group who claimed to own a smartphone (59% out of the total in the age group), followed by those aged between 2529 and 30-34 years old (both groups 51%). The percentage of netizens who said they own a smartphone grew 8% to its current level over 2010. “Launches of newer mobile devices such as the iPhone, Blackberry, Windows Phone 7 OS, the influx of Android phones, as well as the different affordable data plan packages offered by telecommunication operators to increase or maintain their subscription base, present consumers with a kaleidoscope of choices.

The smartphone penetration in Singapore looks set to increase further, with 39% of online consumers indicating they intend to purchase a smartphone within the next 12 months. Male and female netizens are equally likely to purchase a smartphone. The tendency to purchase a smartphone is highest among consumers aged between 45-49 years old and those under 20 years old – 58% and 49% respectively indicated they will definitely or will probably buy a smartphone. Apple OS is preferred choice for netizens in Singapore With the rising popularity of smartphones, usage of mobile apps will grow in tandem. One in three online consumers in Singapore said they have downloaded an app in the past 30 days. The potential to grow is also strong: 55% of online consumers said they know about mobile applications and are interested to download these to their smartphones.

RESEARCH, ANALYSIS & TRENDS

Online consumers who use apps chose to do so via Apple OS (68%), Nokia (31%), Android (24%), Blackberry (18%), Microsoft (14%) and others (8%). While Apple OS is most commonly used in Singapore, Nokia is the preferred choice of netizens in countries like Indonesia and Philippines. Mobile internet usage to grow too While SMS is still the most popular activity on a mobile phone (95% of online respondents claimed to have used SMS in the past 30 days), mobile handset manufacturers and operators should be ready for the next, if not current, demand from Singapore consumers: mobile internet.

This number is set to increase in 2011 as 59% of consumers plan to access mobile internet in next 12 months. “The growing usage of mobile internet is related to the rising popularity of smartphones and/or multimedia feature phones that provide user-friendly features for consumers to access the internet. This will inadvertently present many opportunities for advertisers to reach out to current or potential customers via this channel, as consumers become more sophisticated users of the mobile internet. However, for mobile internet to really take off, consumers will be looking out for more flexible and affordable data plans,” said Upadhyay. ♦ Source: The Nielsen Global Online Omnibus Survey

Based on Nielsen’s research, 51% of online consumers have used mobile internet in the past 30 days, with more than a third accessing the internet at least once a day.

RESEARCH, ANALYSIS & TRENDS

Magnaglobal Releases Updated Global Advertising Forecast Magnaglobal, a division of IPG’s Mediabrands, released an updated global advertising forecast alongside a comprehensive model including data for more than 60 countries covering the years 2000 to 2016. Following an 8% rebound in 2010, Magnaglobal forecasts that media suppliers around the world will grow their advertising revenues during 2011 by +5.2% to total US$428.3 billion on a constant currency basis, revised downward from their previously published expectations of +5.6%. Long-term growth rates, however, are upgraded, reflecting stronger expectations for emerging markets through 2016, with compounded annual growth rate (CAGR) for the global industry of +6.8% over the next five years, compared to previous expectations of +6.3% in late 2010. Video bounced back strongly in 2010 and continues to be the dominant advertising medium, claiming over 40% of the global advertising market. Traditional television advertising is expected to grow 8.3% on average through 2016, gaining more advertising market share in North America, the world’s largest TV market, than in any other region. Concurrently, Magnaglobal expects online advertising

to overtake newspapers as the second-largest advertising medium by 2012, reaching US$129 billion in 2016. Technological advancements in ad serving, targeting and measurement, improvements in search quality, and rapid growth of social media will all help the medium attract more investment. By contrast, print media will see renewed weakness in 2011, with a slight decline in revenue for the sector compared to previous expectations of positive growth of less than 1%. Over the next five years, however, newspapers and magazines collectively should grow 1.6% on average, an upward revision from a previous estimation of 1.2%. In many emerging countries, particularly in those where literacy rates are rising and the threat of online substitutes remains limited, newspapers remain a popular medium to distribute content to consumers. Radio estimates remain largely unchanged, but out-ofhome should continue to see relatively more favorable trends, which will help make it the second fastest growing medium after online over the next five years. In dynamic USD terms – important to a media owner or advertiser who does not hedge currency exposure – global advertising will rise by +9.2% during 2011, and continue to grow by a CAGR of +8.1% through 2016, assuming a depreciating US dollar against most other currencies over the next five years.

RESEARCH, ANALYSIS & TRENDS Regional Overview Advanced economies are showing signs of weakness this year as they confront several headwinds. In the US, the world’s largest advertising market, manufacturing activity is stagnating and retail sales missed market expectations in May. The recent economic weakness may be protracted in light of a depressed housing market, sluggish employment conditions, and fiscal retrenchment at all levels of government. Therefore Magnaglobal adjusted their forecast only slightly downward to +2.9% in 2011 from +3.1% previously, excluding the impact of political and Olympic advertising. In addition to weakness in the periphery, Europe’s major economies appear to be stumbling as well. Industrial output in Germany, the strongest of Europe’s major economies and the region’s key exporter, declined 0.6% in April from March. Though there may be volatility in many economic indicators following the Japan earthquake, there were signs Europe’s major advertising markets were slowing before the event. Developed markets in Asia Pacific are also showing some signs of a growth lull. Japanese exports declined 9.3% in the first 20 days of May compared to a year ago after two months of declines.

While this may strengthen the claim that its customers, the emerging economies, are also slowing, it is believed that the development of their advertising markets will offset any drag from slower economic growth, as reflected in the revised advertising estimates for Asia Pacific where growth slows to 8.1% in 2011 from previous estimate of 10.2%. However, over the long term, Magnaglobal remains optimistic on these markets, which are forecast to grow 9.5% on average from 2011-2016, modestly above their previous estimate of 9.4%. Latin America is forecast to remain strong in 2011, up 15.8%, approximately the rate it is assumed to grow each year on average 20112016. China and India are expected to remain key drivers of the global

economy China’s advertising economy should grow 20.4% in 2011 to RMB188.7 billion or US$28.1 billion and become the world’s second largest market by 2012, worth US$33.6 billion on a constant currency basis, and expected to nearly double that amount by 2016, assuming the country’s currency is allowed to appreciate. India’s advertising economy should rise by 21.6% in constant currency terms during 2011, generating R243.9 billion (US$5.3 billion). Over the next five years, a growth rate of 18.6% on average in local currency terms is forecast. Paired with currency appreciation, India’s advertising economy should grow to US$16.5 billion by 2016. ♦

RESEARCH, ANALYSIS & TRENDS

Key Findings from Annual State of Marketing Singapore Industry Report 2011 GetIT Comms and the Singapore Infocomm Technology Federation (SiTF) presented recently the results of their annual State of Marketing Singapore Industry Report 2011. Based on a survey conducted to determine preferred marketing platforms and methods, the report revealed that the majority of survey respondents (52%) have seen an increase in their overall marketing budgets for 2011. The increase is largely driven by new media initiatives with 66% of all respondents attesting that their marketing budgets for social and interactive digital media have increased as compared to last year. “From the budget distribution and social media marketing effectiveness standpoint, this year’s results continue to indicate that most respondents comprehend the changing marketing landscape and are willing to commit higher budgets for social and interactive digital media. A whopping 83% of the survey respondents agreed that social media is effective for marketing. In addition to brand and product awareness, social media marketing is now also being looked at as the ideal platform for lead/demand generation, lead nurturing and showcasing thought leadership - a very exciting prospect for marketers,” said Anol Bhattacharya, Director and CEO, GetIT Comms.

Key survey findings include: •

52% of respondents said that their marketing budgets have increased in 2011 as opposed to 43% in 2010.

•

Close to 66% of respondents attest that their marketing budgets for social and interactive digital media have increased as opposed to 43% in 2010. ◊

A significant amount of respondents (83%) said that their web presence is primarily aimed at providing information and news about the company.

◊

It is noteworthy, however, that almost 70% of companies also leverage their web presence for sales generation.

◊

Social media continues to be a key driver for this change indicating that a majority of companies have embraced progressive uses for their web presence and are keen on getting more value from it.

RESEARCH, ANALYSIS & TRENDS

• This year’s top social media channels are Facebook, Twitter and LinkedIn. ◊ Facebook still reigns supreme in Singapore with 65% reporting that they are primarily active on it. The results also indicate an almost 23% growth for the social media giant when compared to last year. ◊ Twitter (42%) has snatched second place from LinkedIn and blogs. ◊ With video becoming a stronger platform in light of the improving quality of internet speed and access, YouTube has jumped to third place with 38%. ◊ Usage of blogs as a medium stands at 34%. ◊ 10% fewer people are reporting that they are not using social media as opposed to 2010. • Leading uses of social media include lead generation (43%), brand awareness (63%), product awareness (57%), customer engagement (42%) and thought leadership (25%). ◊ The figures increase somewhat proportionately for social media use in the next 612 months, with lead generation and customer engagement spiking to 61%. • A significant improvement from last year, 83% of respondents say they agree or strongly agree that social media is effective for marketing. ◊ Only 2% say they see no value in it. • 77% of respondents reported that they manage social media efforts in-house. ◊ 15% of companies outsource aspects of their social media marketing.

•

A good number of respondents (63%) say that they use social media for two hours or more each week and an additional 31% use it for more than five hours a week. ◊

•

64% of survey respondents attested to using search engine marketing (SEM). ◊

•

The search engine platform of choice is Google Adwords.

32% of survey respondents reported an increase in print, advertising and broadcast budgets as opposed to just 20% last year. ◊

•

This signifies a keen and sustained commitment to social networking and maintaining a social presence.

Even as marketing efforts are being diverted towards social media channels and interactive digital media, traditional channels are still holding their own and remain quite relevant.

31% of respondents reported an increase in trade show budgets while 32% reported an increase for public relations budgets.

For more information, please download the complete survey report ♦ Source: GetIT Comms & SiTF’s Digital Media Chapter (DMC)

RESEARCH, ANALYSIS & TRENDS

Inaugural Global Research Study of MMA and Google Unveils Rise in Browsing the Mobile Web The Mobile Marketing Association (MMA) and Google will be presenting key findings from a new global research study designed to provide insights into how people are using their mobile devices and the readiness of businesses to engage consumers via mobile. Two separate surveys informed this study:

• •

a consumer-facing survey, which included interviews with thousands of smartphone users in 30 different countries, and a business-facing survey conducted in five countries (U.S., U.K., France, Germany, Japan) which incorporated over 1,000 interviews with marketing decision makers.

The initial research results have been presented at the MMA Forum New York on June 16-17, 2011 in New York City, with additional data and insights being rolled out over the course of the next few months. The research, conducted on behalf of Google by Ipsos GmbH and TNS Infratest, was presented by Owen Charlebois, Global Manager, Advertising, Marketing and Media Research at Google. “Our collaboration with Google is the latest example of

the MMA’s commitment to providing the industry with actionable research insights,” said Michael Becker, North American Managing Director, MMA. “As the study shows, smartphones are used extensively by consumers and are a powerful new tool in engaging the marketplace. We look forward to working with Google to help mobile ecosystem members identify opportunities worldwide, leveraging the results of this research,” he added. “A mobile user study of this scope is unprecedented and offers a truly global view of how smartphones are transforming the lives of individuals,” said Mr. Charlebois. “Further it offers a valuable perspective on how marketers are adapting to the increasingly mobile world.” The MMA’s other research products include the awardwinning International Journal of Mobile Marketing (IJMM), which is peer-reviewed by a 14-member board that includes researchers from topic academic institutions and companies such as SnapTell and Yahoo! For more information about IJMM and the MMA’s other research products, visit http://mmaglobal.com/research.♦ Source: The Mobile Marketing Association (MMA)

RESEARCH, ANALYSIS & TRENDS

Sybase mCommerce Guide 2011: Capitalize on the Fourth Screen Sybase 365, a subsidiary of Sybase, Inc. the global leader in mobile messaging and mobile commerce services, unveiled the inaugural edition of its annual Sybase® mCommerce Guide 2011.

Leading with a holistic look at the current mCommerce landscape, the first section of the guide provides the readers with a picture of the opportunities and challenges for mCommerce in various parts of the world, delving into opportunities for financial institutions.

A compilation of articles by Sybase executives, partners, and industry analysts, the guide examines the transformation of commerce via the fourth screen - the mobile device.

The second section looks at growth potential for firms that want to implement an mCommerce strategy today.

The comprehensive guide explores global market opportunities for financial institutions, enterprise and mobile operators through the viewpoints of those who are deeply involved in successful executions of various mCommerce strategies that are transforming lives both in developed and emerging economies. “The strategies behind mCommerce executions vary from region to region and are driven by local social and economic realities,” said Marty Beard, president, Sybase 365. “The goal of this guide is to be a vehicle for today’s most innovative minds to share practical information and paradigm-shifting examples with the global market.”

Mobile operators play a key role in driving mCommerce adoption around the world, so the third section of the guide is a compilation of success stories from operators in developed and developing countries such as Austria, Germany, Afghanistan and Kenya. Finally, the last section is dedicated to the profitability of mCommerce for enterprises, with highlights of successful mCommerce strategies. Download a copy of the Sybase Mobile Commerce Guide, and watch Sybase 365 President Marty Beard introduce the Guide at http://www.sybase.com/ mobilecommerceguide. ♦

RESEARCH, ANALYSIS & TRENDS

Fournaise: 73% of CEOs Think Marketers Lack Business Credibility Seventy-three percent of CEOs think Marketers lack business credibility and are not the business growth generators they should be: they are still too far from being able to demonstrate how the cross-channel marketing strategies and campaigns they deploy grow their organizations’ top line in terms of more customer demand, more sales, more prospects, more conversions or more market share. That’s one of the key findings that The Fournaise Marketing Group, one of the global leaders in Customer Acquisition through Marketing ROI, identified through its 2011 Global Marketing Effectiveness Program in which it interviewed more than 600 large corporate and SMB CEOs and decision-makers in the US, Europe, Asia and Australia. The top issues CEOs have with their Marketers are: 1. They keep on talking about brand, brand values, brand equity and other similar parameters that their top management has great difficulty in linking back to results that really matter: revenue, sales, EBIT or even market valuation (77%). 2. They focus too much on the latest marketing trends such as social media, because they believe they represent the new marketing frontiers - but can rarely demonstrate how these trends will help them generate more business for the company (74%). 3. When asked to increase their Marketing ROI, they tend to understand it as cost cutting through better economies of scale or negotiations with their thirdparty partners and agencies, instead of top-line growth generation: more revenue, more sales, more prospects, and more buyers (73%).

4. They are always asking for more money, but can rarely explain how much incremental business this money will generate (72%). 5. They bombard their stakeholders with marketing data that hardly relates to or means anything for the company’s P&L (70%). 6. Unlike CFOs and sales forces, they don’t think enough like businesspeople: they focus too much on the creative, “arty” and “fluffy” side of marketing and not enough on its business science, and rely too much on their ad agencies to come up with the next big idea (67%). The worrying part: while 73% of CEOs think Marketers lack business credibility and are not effectivenessfocused enough to generate incremental customer demand, 69% of the Marketers Fournaise talked to feel their strategies and campaigns do make an impact on the company’s business, even though they can’t precisely quantify or prove it - confirming the great CEOMarketer disconnect. “Until Marketers start speaking the P&L language of their CEOs and stakeholders, and until they start tracking the business effectiveness of all their strategies and campaigns to prove they generate incremental customer demand, they will continue to lack credibility in the eyes of their CEOs and will continue to be seen more as a cost centre than an asset” said Jerome Fontaine, CEO and Chief Tracker of Fournaise. ♦ Source: Fournaise

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Up to 36% of Network Traffic a Blind Spot for Security Industry The network security company Palo Alto Networks enables with its next-generation firewalls policy control of applications and content - by user, not just IP address. Based on patent-pending App-IDâ&#x201E;˘ technology, their firewalls accurately identify and control applications regardless of port, protocol, evasive tactic or SSL encryption and even extended recently their network security offers to remote users with the release of GlobalProtectâ&#x201E;˘. Even more interesting is Palo Alto Networkâ&#x20AC;&#x2122;s new research that comments on the fact that roughly 36% of enterprise network traffic is comprised of hundreds of applications that can evade the controls of conventional security solutions by either using SSL or port-hopping capabilities. Contrary to conventional wisdom, the majority of this traffic however is not from browser-based applications using HTTP over SSL on port 443, which represents a significant blind spot that most IT organizations have not yet adequately addressed and one that is rarely discussed in the security industry. The findings, besides many others, are specified in the 7th edition of its Application Usage and Risk Report, which provides a global view into application usage by assessing 28 exabytes of application traffic from 1,253 enterprises between October 2010 and April 2011.

The report focuses on three primary findings:

1. Exposing the elephant in the room: more than 40% of the 1,042 applications that Palo Alto Networks identified on enterprise networks can now use SSL or hop ports to increase their availability within corporate networks. This segment of applications will continue to grow as more applications follow Twitter, Facebook, and Gmail, who all have enabled SSL either as a standard setting or as a user-selectable option in an effort to create the perception of improved security for its end-users. 2. The workplace has become more social: contrary to popular opinion, social networking has not meant the death knell of webmail and instant messenger (IM). Compared with 12 months ago, IM traffic, as a percentage of overall traffic has more than doubled, while webmail and social networking increased nearly five times. 3. File transfer technologies are evolving rapidly: as browser-based file sharing applications now use peer-based technology and add clients as a "premium", the question arises: will the business and security risks introduced by browser-based file sharing follow the same path as those that were introduced by P2P? The frequency of file transfer applications - 92% of FTP, 82% of P2P, and 91% browser-based file sharing - each provide business value, but represent security and business risks that may include exploits, malware vectors, and data loss. "What we learned from analyzing this tremendous

RESEARCH, ANALYSIS & TRENDS

amount of enterprise application traffic, which is arguably the largest sample set ever published, is to never assume anything about end-user behavior," said Rene Bonvanie, vice-president of marketing at Palo Alto Networks. "This data should be a wake-up call for IT teams who assume encrypted traffic is mainly HTTPS or for those who still believe that social networking usage is not taking place on their corporate networks." Information on the more than 1,200 applications that are identified by Palo Alto Networks can be found in Applipedia, part of the company's Application and Threat Research Center at http://www.paloaltonetworks.com/ researchcenter/.â&#x2122;Ś Source: Palo Alto Networks

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Global fixed line VoIP market set to generate $40 billion a year by 2015 Voice over IP now has over 120 million subscribers worldwide, according to the latest analysis from Point Topic, and its growth looks set to accelerate as predictions indicate a $40 billion annual VoIP market by 2015. Point Topic’s data revealed a global growth in VoIP of 12.6% during 2010 and shows that there is plenty of headroom left for VoIP around the world. “The growth of VoIP has been bumpy but shows signs of acceleration,” said John Bosnell, Senior Analyst at Point Topic. “VoIP has all the hallmarks of a classic substitution commodity. This is where customers look at the service that is delivered by a new product and decide that it meets, or exceeds, the service they are currently receiving so when it is appropriately priced they will switch from one to the other.” Referring to the above, for example, consumers are switching from the standard telephone system to an end to end IP service that provides voice services at a very attractive cost and adds other possibilities. “France has been something of a test bed for VoIP. Driven by an active supplier base that has made VoIP available to a large percentage of the population over the last decade, the providers have been rewarded with significant take-up,” added Bosnell. The result has been a rapid shift away from PSTN. In France by 2010, over 50% of telephony traffic originat-

ing on fixed networks was started on a VoIP phone. The scale of the opportunity The whole broadband market and all its consumers are potential customers, and there is good evidence that consumers see VoIP as a superior substitute for traditional PSTN calls. “We expect there to be over three quarters of a billion fixed line broadband subscribers by the end of 2015, in theory all of them are targets for VoIP,” said Bosnell. Any projections about the size and value of the VoIP market should be treated with caution however, according to Point Topic. At this stage in the development of a market there are so many variables that forecasting models can easily be off by a significant margin. For example, an increasing number of subscribers are doing without a fixed line telephone service at all, relying instead on mobile. Bosnell added: “Given a number of assumptions, relatively consistent ARPU, regulatory easement, a cautious set of projections and so on, we expect the global fixed line VoIP market to be generating at least $40 billion a year in five years’ time.” The extended opportunity Point Topic’s analysis on VoIP has so far focused on

RESEARCH, ANALYSIS & TRENDS

fixed line services, however internet telephony, where services like Skype are active, is a more enigmatic market.

ers generating $8 a month on average. Again it is the potential size of the cake that makes for some attractive opportunities.

“It is highly fragmented and generally served by companies who don’t or won’t report regular statistics and revenues. However Skype, the market leader, has had considerable publicity recently and does report some numbers. From these we estimate that there are more internet telephony than VoIP users, with Skype alone accounting for almost 150 million regular callers,” said Bosnell.

“If Skype continues to grow as it has been and manages to keep its ARPU at the current level then it will be generating in the region of $2 billion a year by the start of 2016. If you work hard and manage to marry your internet telephony service with a major mobile device manufacturer and solve any number of technical and regulatory issues, the market could really explode,” concluded Bosnell. ♦

However revenue generated is much lower. At the end of 2010 it had around nine million paying us-

Source: This analysis is taken from Point Topic’s updated report on Voice over IP

RESEARCH, ANALYSIS & TRENDS

IDC Forecasts Security Appliance Market to Reach US$2.8 Billion in 2015 According to IDCâ&#x20AC;&#x2122;s Asia Pacific Quarterly Security Appliance Tracker, the security appliance market in the Asia Pacific region excluding Japan (APEJ) grew to US$318.2 million in factory revenues in the fourth quarter of 2010, which represents a growth of 6% from the same quarter in 2009.

safeguarding of information," says Naveen Hegde, Senior Market Analyst of Asia/Pacific Software Research at IDC. "This is why many CIOs do not consider security as an overhead function but as a revenue driver. In short, they need to spend on security products for sustainability of the business."

Overall, the security appliance market enjoyed a healthy growth of 14% from 2009 and reached US$1.1 billion in factory revenues in 2010. The strong growth was largely driven by Firewall/VPN, Unified Threat Management (UTM), and Intrusion Prevention System (IPS) appliances.

Overall in 2010, Cisco remained market leader in the overall security appliance market. Juniper placed second, followed by Check Point, Fortinet and TopSec.

"The year 2010 started off with overall enhanced security awareness, after a number of highly publicized security breaches made the news headlines. This increased awareness of security threats drove firms to spend more on security appliances helping make 2010 a good year. Recent security breaches have fuelled significant growth in the number of security offerings and standards in the marketplace. Organizations have to protect sensitive information and, in many cases, need to fulfil specific regulations to ensure the proper

The global provider of market intelligence and advisory services for the ICT technology, further states that the content management market, which includes Web and messaging securities, has registered a strong 48% year -on-year growth in 2010. Web 2.0 presents a significant information leakage challenge for enterprises which need to deal with social media risks as well as compliance driven demands. The trend of users choosing cost effective and easy-tomanage security appliances with combined functionalities continued in the region. Thus the UTM market saw a 16% year-on-year growth. IPS market grew 13% for the same period.

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Security Appliance Market forecast (in customer revenue) 2011-2015 in Asia Pacific (excl. Japan) The security appliance market in Asia Pacific is set to grow to US$2.8 billion by 2015 in customer revenue at a compound annual growth rate (CAGR) of 15.6%, representing the quickest and fastest growing region. IDC expects the growth to be strong especially in emerging markets like India, China and ASEAN.

Security is mission critical and increases in complexity of infrastructure, making CIOs and end users in all industries working to optimize it. The UTM function is leading the demand curve taking a share of 39% of the total security appliance market by 2015 as against 27% in 2010. The expert Hegde adds, "Security is one of the hottest technology concerns today - and with good reason.

With the continuous maturing of the Asia Pacific market, the growing number of highly publicized security breaches and threat events that impact awareness and revenue, IDC expects the security appliance market to enjoy healthy growth across various market segments, particularly in the UTM, content management and IPS segments." â&#x2122;Ś Source: IDC

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Broadband Forum Predicts India Soon to be One of the Top Ten Broadband Users in the World

At least that is the message being delivered at the Convergence India event in New Delhi by Broadband Forum Chief Executive Officer Robin Mersh.

Looking at the global picture, 2010 was also a landmark year for international broadband subscriptions following the milestone half billion lines achieved in July 2010, subscriber figures continued to climb steadily and ended the year at 523,066,022 – a net addition of over 55 million lines worldwide during the year according to the figures prepared by Point Topic, not to mention that IPTV subscription had a record 34.6% growth in 2010.

India added more than 2.5 million new lines of broadband last year and now stands at No. 13 in the world, having been barely in the top 50 broadband countries just six years ago.

With more and more devices coming online and broadband growing at such a steady rate, the timing could not be better for the release of BroadbandSuite™ 4.0, the IPv6 Toolkit of the Broadband Forum.

“India has been steadily climbing the rankings in terms of broadband subscribers for the last six years. It has gone from 50th to 13th in only six years and will be knocking on the door of the top 10 within a year or two,” says Oliver Johnson, Chief Analyst with Point Topic.

The BroadbandSuite™ 4.0 IPv6 Toolkit defines the network support of IPv6 from core to user, brings IPv6 to all TR-101 based network deployments, allows remote management of IPv6 devices, is scalable to address trillions of devices, and future enhancements have the potential to enrich the user experience, such as supporting secure, mobile and nomadic applications, and enabling the proliferation of connected user devices. Most importantly, this IPv6 toolkit will help service providers reduce the impact of IPv4 protocol exhaustion on their services today while ensuring that the growth of

India’s phenomenal growth in broadband in 2010 - second only to China and the United States - is fuelling predictions that the country could soon become one of the top ten broadband users in the world.

“There has been tremendous and consistent growth in broadband across India in recent years, yet this is just the tip of the iceberg,” said Mr. Mersh. “Both fixed and wireless broadband options abound, and the Broadband Forum is doing all it can to help India’s providers engineer smarter and faster networks.”

RESEARCH, ANALYSIS & TRENDS

new users, devices and applications continues un-hampered. Europe held on to its number one regional spot, but the growth rate was lower in comparison to other markets, mostly due to maturing IPTV territories such as France and Belgium. Asia showed strong growth with over 50% for the year and is the one to watch to overtake Europe in 2011 as the largest IPTV subscriber base. While the region started with a low overall number of subscribers, the Middle East and Africa (MEA), had the strongest percentage growth at 63.5%. Six of the top 10 IPTV countries are in Europe, with France remaining the leading IPTV nation, passing the 10 million mark for the first time. China (including Hong Kong, Macau and Taiwan) also passed 10 million, and is closing the gap on France. It will almost certainly overtake France in Q1 or Q2 2011. 2010 saw a steady rise in the number of new broadband subscribers with 56 million subscribers added, accounting for 12% annual growth. Asia is moving to become the largest broadband region in the world and is likely to overtake Europe during 2011 in terms of total broadband subscribers. The Americas and the Middle East and Africa are still showing plenty of activity, but Europe and Asia show faster broadband adoption. Asia is made up of a mixture of rapidly growing as well as relatively saturated mature markets and a large and increasingly affluent population. This means growth from new subscribers as well as a number of users trading up to higher speed broadband options as their broadband usage increases and local availability allows.

naut continues to overshadow other markets. Growth is accelerating and this quarter is a significant improvement on the same period in 2008 and 2009,” says Oliver Johnson, Chief Analyst at Point Topic. While China dominates, there continues to be plenty of growth in other parts of the market. The US, Japan and the UK all fared better in 2010 than they did in 2008 and 2009. Germany is doing reasonably well too, however there are indications of a slowing in other areas, such as France, Russia and Italy due to these being well established markets. India, meanwhile, continues its progress towards the Top 10. It will overtake Spain in the next quarter in terms of total fixed broadband subscribers and there is a possibility it will be in the top 10 by the end of the year. Conclusion The final quarter of 2010 followed a similar pattern to the rest of the year in terms of percentage growth in broadband subscribers, reflecting a steady and sustained increase which was broadly in line with the previous two years. Asia is set to overtake Europe during 2011 with China still dominating the rankings both for total subscribers and net additions, as well as in percentage growth terms.

had reached almost 45.4 million, representing over 11.5 million new subscribers over the year and an annual increase of 34.6%. The fourth quarter was the strongest quarter for IPTV growth, adding more than 3.4 million new subscribers and accounting for 8% of the total growth. “As broadband continues to reach new corners of the world” Kevin Foster, Broadband Forum President, said “we will do all we can to ensure providers are equipped with all the tools necessary to succeed.” Their technical reports and free white papers can be found at www.broadband-forum.org. ♦ Source: Data provided by Point Topic

Meanwhile by the end of 2010, the total number of IPTV subscribers

China continues to dominate the rankings both for total subscribers and net additions as well as the most rapidly growing, in percentage terms, market in the top 10 over the last 12 months. “The Chinese broadband jugger-

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The Concept of Virtuality Gains Ground by Supporting Agility at Work Regus, the global provider of workplace solutions, and Unwired have launched a global workplace report VWork: Measuring the benefits of agility at work. The report has revealed that nearly 60% of respondents from large organizations predict a decrease in the need for office space as a result of future work styles. The report examines current opinions about the world of work and highlights how companies are responding to agile working. Through extensive research and surveys of top global executives VWork has established a measure for companies to monetize agility that will impact their bottom lines. As part of the report, Regus and Unwired surveyed 600 executives from around the world to gauge their thoughts on the current state of the workplace. In an online survey, respondents were asked about topics such as virtual working, mobility, collaboration, and utilization of office space. “As the concept of virtuality gains ground, monetizing agility and creating a robust business case for changing the way we work will become essential,” said William Willems, Regional Vice President, Australia New Zealand and South East Asia, Regus. “The future of work will involve organizations moving toward a more flexible

work model where employees will be allowed to buy their own office space.” Nearly 60% of survey respondents from large organizations predicted a decrease in the need for office space as a result of future work styles, with only 7% predicting an increase in space required. Over half of the respondents (51%) indicated that the office will become a place for occasional use. “It will be critical for companies to find a new measure for the cost of ‘provisioning work’ that leaves behind the traditional approaches of rent and rates in a ‘per square foot’ fixed world,” said Phillip Ross, Chief Executive Officer, Unwired. “As the utilization of an office today is typically only 45%, empty desks no longer make sense in a world where mobility and agility will become accepted by people as the most effective and sustainable way of working.” As part of the report, Regus and Unwired have established a measure for monetizing agility at work. Corporations will be able to leverage this as they move away from the historic one-person-one-desk approach to work provision as it is simply a fact that nowadays many employees prefer to have greater freedom in choosing their workspace, buy their own technological gadgets and simply experience satisfaction in making their own choices.

RESEARCH, ANALYSIS & TRENDS

•

Currently, 32% of respondents that work for large organizations spend 41 to 60 minutes commuting every day and 27% spend over an hour.

Bricks and Clicks

•

• Photo: William Willems, Regional Vice-President, Regus, Australia, New Zealand and South East Asia In their study, Regus and Unwired have identified a series of value dividends that shape a vision of ‘provisioning work’ in a ‘buy your own’ world, which includes:

•

59% of respondents said they no longer struggle to work effectively outside the workplace. Going Local

• ‘New Ways of Working’

•

• 62.5% of large enterprises surveyed have already rolled out new ways of working.

Only 12% of people would like to work from home. 64% of respondents believe the ideal commute to work is under 20 minutes and 25% want less than a 10 minute commute.

79% of respondents feel they have the right technology to be productive in their workplace and increasingly are being given technology enablers to be able to work from any location. More than half (51%) are enabled with everything they need, while 42% have a few tools but expressed that technology capabilities could be improved.

Generational 71% of those surveyed believe that younger workers, the millennial and the generation still at school, will be more accepting of virtual working and reject the traditional office. ♦ Source: Regus

As the concept of virtuality gains ground, monetizing agility and creating a robust business case for changing the way we work will become essential. The future of work will involve organizations moving toward a more flexible work model where employees will be allowed to buy their own office space.â&#x20AC;? ~ W. Willems, Regus

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A New Mobile Search Engine Worth Watching The Israeli start-up do@ has developed an app that browses other apps and their innovation has gained a lot of attention at the IT convention TechCrunch Disrupt in New York, where the company launched its mobile search platform. Even for established search engines like Google, the search of app-content has been a blank spot until today. Everybody can imagine that it would be helpful for smartphone owners not only to browse mobile websites but also the hundreds of thousands of apps. The do@ platform changes the traditional search paradigm of web links by merging search and apps in realtime, delivering the top web apps that specifically answer any query a user posts. Do@ is an open platform, connecting directly to mobile optimized web apps developed by publishers and app developers.

Instead of delivering links for each query, do@ returns a series of HTML5 based "web-apps" from top publishers who specialize in the topic of the query. Results from do@ are unique for every user and prioritized based on a user's preference and the preferences of their social networks. The platform was launched with hundreds of web apps across the top 50 mobile "experience" categories. While do@ canâ&#x20AC;&#x2122;t browse any native apps as of now, currently only web apps, investors like the approach and have already given US$8.6 million in venture capital. Seven million was provided by Draper Fisher Jurvetson, a five billion dollar venture capitalist from California that has already invested in Skype, Hotmail and Baidu. Time will tell if do@ will keep up the momentum and live up to its promise, but it is definitely worth watching! By Daniela La Marca

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Art Meets Mobile

The city of Frankfurt, Germany equips sculptures and other exhibits in public spaces with Quick Response (QR) codes to provide passersby background on the artwork and their creator. At the same time smartphone users get tips on what else could be of interest to see and also recommendations on other objects to look at in the surrounding area. For the pilot project there are currently 23 items marked for a one-year test phase with the two-dimensional code but it is planned that gradually all 500 art objects in the "outdoor museum" in downtown Frankfurt will have a QR code. In that way locals and tourists receive more information on the exhibits, as soon as they snap the corresponding QR code with their smartphone, connecting to the mobile Website that provides additional background information. The QR codes are engraved on 15 x 20 cm stainless steel plates that contain the title of the object, the name of the artist, the year of installation at the current location and the URL for those who want to read more at home and don’t have a smartphone at hand.

“With the idea of affixing QR codes on monuments, fountains and artworks in the city, Frankfurt has started a pioneering pilot project that is linked in regards to content with the already existing portal www.kunst-imoeffentlichen-raum-frankfurt.de” said their spokesperson Prof. Dr. Felix Semmelroth. “The Website, which was established years ago by the Cultural Office, is an exemplary source of information about public art,” he added. QR codes have established themselves as an interface to the digital world. They are signs that signal: with a smartphone, you can find out more! "More" in this case, not only means quantity, but mainly regards the quality of the information. The handling technique for smartphone owners is quite simple: the QR-code reader scans the code that is shown on the object’s signage which then opens the respective mobile Website, providing the mobile user detailed information about the artwork, its creation and the artist. QR code readers are available from several manufacturers for all Smartphone models. In case there is no program pre-installed on your phone yet, you might want to download a reader for free from i-nigma or BeeTagg. ♦ By Daniela La Marca

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Yahoo! Helps Finding Apps of Desire The sheer number of mobile apps has exploded in the past year making it that much quite harder for users to separate the apps they are interested in from those that they are actually not. That’s the reason why Yahoo! recently launched AppSpot and App Search, applications that intend to help users more easily find iPhone and Android Apps. According to Yahoo! AppSpot is a literal app that can be downloaded and used to find other apps. The first time you load AppSpot, it asks if it can be allowed to look at what’s on your device and it is recommended to say yes, because it will then use that information to make recommendations based on your tastes. Picks are largely pulled from what’s popular, but your own tastes and searches help color the selection as well. With 425,000-plus apps in the Apple App Store and 200,000 apps in the Android Market, Yahoo!'s crossplatform to search for different smartphone apps takes on quite a challenge, simply due to the fact that the App Store, Android Market and Co. are after all rarely collocated in one device. However fast search through distribution channels of different platforms is now possible, allowing users to zero-in on any app by showing match-

ing app titles with a comprehensive description, details on price, the overall star rating from users, and screenshots, conveniently presented at a glance – in addition to daily recommendations for apps that should be watched. These suggestions are determined on the basis of previously loaded apps, similar to Apple’s Genius feature. There's also a built-in search function, which gives you instant results as you type. Available on Android and iOS, AppSpot presents a fast and easy way to discover new apps that are just right without having to go through the hundreds of thousands of listings in the Android Market or the Apple App Store. To avoid returning irrelevant results, AppSpot uses your geo-location as yet another search input. Yahoo! also released a desktop tool called App Search, which essentially does the same. I am now just wondering when AppSpot and App Search will be available in Asia? Well, who knows, as all such new apps usually have plenty of room for improvement, we may get it just when it is more perfected. ♦ By Daniela La Marca

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Mediabrands Food for Thought on Data Collection and its Impact The mobile phone is, in general, everyoneâ&#x20AC;&#x2122;s constant companion, catapulting the medium into the reign of the most personal mass media and first advertising medium in the pocket. The mobile web, applications and text messaging are changing the way consumers search, shop, and interact with one another. Since mobile advertising is becoming increasingly location and context-aware, consumers are able to conveniently find nearby points of interest, locate coupons and special offers, and employ their mobile browsers to enhance their shopping experience.

development teams, as the proliferation of data has always been part of the impact of information and communications technology. The scale and scope of the changes, however, that the collection of data is bringing about has reached an inflection point. Companies capture trillions of bytes of information about customers, suppliers, and operations and are starting to make people suspicious considering the amount of data accumulated on every aspect of their lives. They feel uncomfortable and their privacy intruded upon. Big data is the next frontier

Having mobile portals up their sleeve, smartphones offer marketers a new generation of promotional environments that makes their brand a constant consumer companion by reaching users personally, anytime, and anywhere.

Discussing this issue and its implications has been an interesting conversation with Arun Kumar, Head of Digital Asia Pacific of Mediabrands, who believes that collecting, storing, and mining big data is the next frontier for innovation, competition, and productivity.

All this sounds like a veritable love fest, but â&#x20AC;Ś As digital technology enters more and more into our lives, we are consequently producing more data. Computers and cell phones continue to pervade our daily activities and as millions of networked sensors are being embedded in these devices, the amount of data available for analysis is exploding, which is of course attractive to marketers, customer service and product

Arun is dealing on a daily basis with digital data by researching and studying how large data sets can create value for marketers, consumers, organizations, or policy makers and what could be the implications to fully capture big dataâ&#x20AC;&#x2122;s potential. Not to mention misaligned incentives around issues such as privacy and security, access to data, and technology deployment. Kumar is aware of the fact that big data sets, accessi-

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ble at the right time, could unlock a great deal of value such as more accurate and detailed information. Consequently, it is influencing performance by enabling marketers to tailor their products and services precisely to meet customer needs, as well as supporting sophisticated analytics that can substantially minimize risks and unearth valuable insights that would otherwise remain hidden. According to Arun, the emergence of real-time location data has created a new set of location-based mobile services that should be watched closely - from navigation to people tracking. At the same time it raises the question of what is actually being done with the increasing digital accumulation of data today and how is it used? Most data still resides in inaccessible log files, but why? Mediabrands Head of Digital believes that most information still resides in inaccessible log files, although the technology for collating it is actually already achievable and affordable. He is further convinced that companies, organizations and governments are still considering how to make use of their collected data without infringing privacy. He gives even more food for thought when looking back at the Web development progress: from the Web 1.0, that was about documents and e-commerce, to the Web 2.0, which was about social community and user-generated content, to the future Web 3.0 that revolves around the web itself, called the Semantic Web. This term was actually coined by Sir Tim Berners-Lee, the inventor of the World Wide Web, who defines it as "a web of data that can be processed directly and indirectly by machines”.

What will the future bring? In the future, machines will understand the semantics or meaning of information on the World Wide Web, due to the fact that the network of hyperlinked humanreadable web pages is extended by inserting machine-readable metadata about pages and how they are related to each other, enabling automated agents to access the Web more intelligently and perform tasks on behalf of users. Expect systems that enables machines to understand and respond to complex human requests based on their meaning. Arun believes that it could be possible if enough data from different sources comes together one fine day. Hasn't Google, supposedly, already tweaked its PageRank algorithms to boost the rankings of semantically marked-up content over nonsemantic content? In general, remarkable insights can be provided with today’s social web analytics services, particularly those that move beyond keyword analysis and that try to overlay a semantic interpretation of the content they discover. Yet this connection that is typically dependent on algorithms developed from a field of computer science and linguistics known as natural language processing, does not achieve the analytical or computational power of a natively semantic Web. You can, however, imagine that the first marketer that manages to connect the data records appropriately in each database relating to the same stakeholder has a chance to reap the fruits of such tedious analytical work.

Mobile phone omnipresence is vital for data collection The mobile industry is, due to the omnipresence of the medium, in a good position to win the race. The mobile phone, which is both a media to promote messages and an interactive channel to sell and transact, is simply predestined to collect consumer data by engaging with nearly everyone who carries an end device, enabling marketers to start a dialog with their target group through interactive attempts and ensure that the audience is dealing with their brand. We are talking about vital requirements which are needed especially in times of increasing resistance to advertising. If a real added value is offered on top, the impact of advertising can be increased significantly. In addition to developing a one-to-one relationship with consumers, mobile advertising builds brand awareness, extends special offers and coupons, increases sales and in-store traffic, acquires and retains customers, enhances multichannel campaign efforts, or stimulates word-of-mouth and social media engagements. If you’re excited by your analytics gained through data, be assured that you most probably just scratched the surface, as with more and more data produced, deeper insights into the brain of consumers will be provided, starting a trend that will certainly continue to tap its full potential in the future. So far, so good! Still there remains the question, how to cope with privacy concerns - but that’s a different story. ♦ By Daniela La Marca

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Microsoft Advertising’s Digital ZENSES Championship Now Open The Digital Quotient, test launched in 2010 by Microsoft Advertising to help digital marketers in Asia gauge their digital aptitude, is back! This time, however, it is an even more exciting challenge - the Digital ZENSES Championship. Reaching a state of ZEN, the ultimate state of enlightenment, requires wisdom that can only come from experience, a realization of one’s own knowledge, and the art of innovation. To reach a state of digital Zen is not so different: insightful individuals must be able to distinguish the good from the bad, have the vision to realize that digital marketing is here to stay, and the senses to work it well. In other words, you need to be a ‘Digital ZENSES Master’. Find out if you make the cut by joining Digital ZENSES Championship has been specifically designed by Microsoft Advertising for the digital advertising industry. The Championship will require digital marketers to put their numeric instincts, skills, knowledge and speed of response to the test by first answering three questions in the warm-up period and then facing an eight-round challenge which covers 20 questions in the match period.

The further into the game you go, the tougher the questions The contender reaching the furthest round, with the highest cumulative score, with the fastest time will be awarded the title of Digital ZENSES Master. That honour also comes with a trophy and a special invitation to SPIKES 2011 in Singapore hosted by Microsoft Advertising. The silver and bronze winners will receive an Xbox360 250Gb console with a Kinect bundle, and an Xbox360 4Gb console with a Kinect bundle respectively. Microsoft Advertising has also included an award for the ‘Digital ZENSES Agency of the Year’, which goes to the agency with the highest cumulative score of their top three participants. The ‘Digital ZENSES Agency of the Year’ will also be awarded the same prizes as the individual category. Kenneth Andrew, Marketing Director, Microsoft Advertising, Greater Asia Pacific, said that the championship was designed to enlighten marketers on the nuances of digital marketing and to recognise the direction it is taking. “Digital marketing will evolve well into the future and as one of the world’s leading players in digital advertising, we want to extend our depth of knowledge to our industry partners to keep them up to date with the latest digital trends and new developments in technology and the industry.

BEST PRACTICES & STRATEGIES

Our extensive research in this area, coupled with our strong global network, provides the means for brands to make the best and most timely connections with their target consumers, who are spending increasing amounts of time online.” As he noted, the Digital ZENSES Championship is the second challenge of its kind, following the successful Digital Quotient (DQ) test that Microsoft Advertising launched last year. This latest challenge sets a benchmark to help industry players assess their knowledge in the rapidly evolving digital marketing industry.

The results of the first DQ test revealed a need for marketers in the Asia-Pacific region to brush up their knowledge of the digital universe. “The DQ test highlighted the importance of having a different type of intellectual aptitude in today’s online world,” said Andrew. “It helped create a standard for industry players within the digital sphere to gauge and compare their knowledge levels with their peers. “The majority of DQ test participants came from the advertising, marketing or public relations sectors, and averaged a score of 60

percent on the test. Obviously there is room for improvement.” In addition to the two challenges, Microsoft Advertising also conducts a series of digital workshops with professionals of varying levels of experience. Aspiring digital ‘ZENSES masters’ can participate in the Digital ZENSES Challenge at http:// advertising.microsoft.com/asia/ dzchamp ♦

Reaching a state of ZEN, the ultimate state of enlightenment, requires wisdom that can only come from experience, a realization of oneâ&#x20AC;&#x2122;s own knowledge, and the art of innovation. ~ Microsoft

TECHNOLOGIES & PRODUCTS

NXP Semiconductors’ World Leading Near Field Communication (NFC) Technology Enables New Mobile Experiences NXP is a leading state-of-the-art semiconductors company, originally founded by Philips more than 50 years ago, that was sold to a consortium of private equity investors in 2006.

chases or connect to a point of sale (POS) terminal, ticketing terminal or location-based promotional tag simply and securely with their NFC-enabled smartphones.

NXP, which stands for the consumer's "next experience", co-invented in 2002 Near Field Communication (NFC) technology, which was the focus of this exclusive Asian e-Marketing interview with Sanders Arts, Vice President, Marketing Communications and Corporate PR, NXP Semiconductors during his recent business visit in Asia.

Google Wallet allows consumers to replace a multitude of physical cards typically carried in wallets with a NFC enabled phone delivering convenience, personal interactivity and security for many different types of transactions.

NXP supplies NFC chip sets which enable mobile phones to pay for goods and store as well as exchange data securely. The company also provides complete embedded, secure NFC solutions and recently announced that its NFC software is open source on the Android platform, which is enabling the Google Wallet application. What this means, is that by using simple touch gestures, consumers will be able to make pur-

Google Wallet Product Launch Short Video Presentation “With NXP’s secure contactless NFC solution (PN65), consumers can simply wave their phones over intelligent surfaces to pay for goods, apply a discount coupon, or receive loyalty points”, Sander Arts explains, adding proudly that his company produces some 70 billion chips per year.

TECHNOLOGIES & PRODUCTS The man responsible for all marketing and communications in the company confirms that NXP needs to push hard to ultimately make sure that it is known everywhere within the engineering community. Singapore is an important hub for NXP that has its NFC R&D facility in town as well as their APAC operations headquarters. In addition, the company has offices in India, the Philippines, Japan, Korea, Taiwan, China, Malaysia, Indonesia, and in Thailand where NXP is even the biggest foreign employer. “We don’t breakdown revenue per business unit, though in total we made $4.5 billion last year”, Sanders said. “If you look at industry and analyst reports, you will see that NFC has great potential and I think it will grow like there is no tomorrow”, he added. Although today it is a relatively small portion of the IT business, just a couple of hundred million in revenue, NFC has started to get a lot of attention and it is expected to grow at a very rapid pace. As a matter of fact, everybody is already designing it into their products “and then we will be taking in a fair bit of that market, because we invented it seven years ago”, NXP’s spokesperson said. “The sky is the limit, as it can be used anywhere. We shipped, for instance, two million pieces by Q3 last year and then in one quarter alone we sent out a couple of times that amount. In the future it is going to be in the car, it’s going to be everywhere and the adaptation is going to be quick.”

What was surprising Sander Arts, is the fact that such an incredible innovation didn't get the attention it deserved in the beginning. It seems that nobody grasped the concept of where it could lead. “Our CEO always says, we created it, but nobody came to buy it until Google got in and changed the game”, Sanders exposed. Indeed, the seven years old technology has just had its breakthrough in the market ecosystem. According to Sanders everybody wants to talk to them right now, including all the prestigious newspapers and magazines, as the association of the NXP brand with Google has pushed them into the limelight and helped accelerate NFC adaptation in the market. It has also positively influenced the NXP brand as well and had a great impact on investors, with rising share prices, since their partnership with Google was announced. “I attribute the whole thing to the fact that Google came in and now the sky is the limit. I don’t have a more sophisticated answer for that”, Sanders admits. If you take into consideration that now, according to IDC, there have been more than 90 million smartphones shipped in 2010 alone you get a picture of the potential the NFC chip industry has - and that’s just the beginning.

opportunities in our hands” Sanders reveals. An outstanding marketer in his own league, who has been selected as number 19 on the list of most successful marketers in the Netherlands and who takes all opportunities to grow a little bit further as an individual, he is a great presenter of his company. Sanders Arts is responsible globally for NXP's marketing and communications functions. NXP has helped to standardize the technology that has evolved from a combination of contactless identification (RFID) and interconnection technologies and has now been ranked as the number one contactless IC vendor by ABI Research for three years in a row. NXP is the global leader in NFC solutions, field proven in over 150 NFC trials and landmark commercial deployments worldwide, that has a great present and an even greater future. ♦ By Daniela La Marca

“We are the only company who has the whole puzzle and we have the right spirit. So, the ingredients are definitely there and we have all the

TECHNOLOGIES & PRODUCTS

Exclusive Interview with Andrew Grant on Transforming the Cloud into a more Viable Place to Inform, Entertain, Advertise, Transact and Collaborate (Part I) During Digital Matters, held last month in Singapore, I had the honour to hold an exclusive interview with Akamai’s genial and inspiring Head of Film & Interactive Entertainment Group, Andrew Grant, who leads the development and execution of Akamai Technologies marketing efforts in the areas of Film and Interactive Entertainment. Since 2002, Andrew has focused his attention on the emerging mass market for digitally delivered Hollywood content with the intention to deepen Akamai’s strategic relationships with the major studios and their distribution partners. The company has the most pervasive, highlydistributed cloud optimization platform with over 90,000 servers in 72 countries within nearly 1,000 networks, which is able to transform the cloud into a more viable place to inform, entertain, advertise, transact and collaborate. Let me give you more insights into this exceptional company by presenting an excerpt of the exclusive interview with Andrew Grant (AG) that I intend to continue in the next issue of Asian e-Marketing: Q: Akamai’s revenue in 2010 was more than US$1 billion, up 19% year-over-year. How do you explain the success? What makes Akamai special? AG: “Working for Akamai is an incredible experience, which is part of why Akamai’s network has been so

successful, but there are actually two other reasons that come to my mind:

1. It is just the incredible founding team of Danny Lewin and Tom Leighton and their ability of having the long-term vision to see the inconsistency associated with how data moves from one place to the next over the Internet Protocol and realize that there was a unique mathematical response that would define the surest path from Point A to Point B. The idea there is really fundamental, if we can improve the quality of that delivery, there is a whole world of innovations that will grow up around the promise of the Internet, and the improved economics delivering by IP. 2. Another reason for Akamai's uniqueness is due to the scale and breadth of the network put in place. Through relationships with telco providers and ISPs, the sort of last mile bandwidth providers, we have deployed over 90,000 servers world-wide and that means that whenever you are making a request, whether that is for an application, for a commerce purpose, or for a HD quality video stream, it is being delivered from the surest and closest path to your end user request. We work with companies in health care, media, finance, business, and commerce, where quality, security, scale and reliability are all really key elements of an overall value proposition and without those components you can’t really innovate the way that you want to or to keep pace with consumer expectations.

TECHNOLOGIES & PRODUCTS

Photo: Andrew Grant

That is really the breakthrough for us that makes us innovative and unique, because nobody else in the world has developed a network of this scale like Akamai. You have telcos that have networks that are sort of limited in scope by geography or by network deployment but we have sort of built this Internet Plus that sits on top of all of those different end points that allows for really highly efficient service delivery to take place. Basically nine out of the ten top finance companies world-wide use us, because they know that in order for them to maintain the quality of the relationship that they have with the consumer they need to have quality delivery. Now for us to go from one billion to five billion, which is really the next goal it’s more about how do we take that network ware and continue to innovate internally, but also to open the network to allow other companies to plug in and use it to support their own innovation as well.” Q: We know that Akamai was founded in 1998, but when did it start operations in Asia and how is it positioned in the region? AG: “Akamai now has offices throughout Asia Pacific with our Asia Pacific headquarters here in Singapore. For Akamai it is the fastest growing geographic market in our business today and that is a function of the massive investment being made in fiber infrastructure to support high bandwidth delivery.

Obviously the rate of innovation around consumer electronics, but also the sophistication of each country individual market and their consumers, have raised high expectations. Everywhere I go, for instance, in Singapore, I am amazed by the consistent demand for quality in a retail experience and that certainly plays out in the media domains. So for us, it’s about consistently opening new markets here in Asia Pacific as we expand the deployment of the network in order to be able to meet the very sophisticated needs of that end consumer and to support media and brands coming together through mobile applications in a way that they never have had in the past. We see Asia particularly as the place where there will be a huge innovation in the consumer experience as mobile networks build out and fiber infrastructures are rolled out. It’s really going to require a lot of scale and consistency, and the simplicity that Akamai can present is that we put a lot of the traditional complexity of those services into the network itself. So it is growing fast here, faster here than anywhere else. The other interesting element about Asia Pacific is the blend of content for each individual country is quite specific. There is incredible Malaysian content or Bollywood movies that are not necessarily are ready for the mass markets overseas, but can be easily available world-wide now when you go into the Internet delivery domain. Suddenly you can have large scale media businesses that are serving expatriate communities and require high quality, global, consistent delivery. That’s definitely the case for the games business as well, where there are not any restrictions associated with the players but for media. Particularly, it is about us being able to deliver the content and the quality that local markets demand for their native content, so that they can consume it again across multiple devices.” Q: What would you see here as

the opportunities and the challenges? AG: “I think in terms of the opportunities we see massive, massive adoption of mobile consumer electronic devices. Akamai’s ability to serve at the highest possible quality to all different kinds of devices is really the hallmark of our network. We see that as a massive opportunity to deliver these very interactive mobile media experiences to a broad swath of end user devices. If you think about that from a media company’s perspective, if you make movies for a living, whether you make them in Malaysia, Singapore or Hollywood, what you don’t do is deal with the complexity, by nature, of serving such a constantly changing array of consumer devices. For us the opportunity is to simplify that prospect for those media companies by putting all of that innovation into the network itself. I think the challenges for the market at large, not necessarily for Akamai, is keeping apace of the incredible growth. We see today large scale events that are increasingly global like the Cricket World Cup or the (British) Royal Wedding, where you have millions of simultaneous requests for content streams. Being able to deliver to more and more consumers connected to the Internet creates an incredible challenge as associated to scale. We expect further that in the very near future there will be a 100 fold increase in the bandwidth demands of the global media market, which is a tremendous media opportunity to ensure that we have a secure, scalable network. The other challenge is about security. There have certainly been some well-known public events recently, where we had large scale denial of service or hacking attacks, as more and more of the global economy is interconnected through the Internet in a real and meaningful way. Therefore, Akamai is in-

TECHNOLOGIES & PRODUCTS

vesting heavily into th security of its network. We know that we don’t own the consumer relationship. What we do is provide a tool set that will allow for a much better and richer understanding of that consumer relationship so that quality can improve over time.”

passion for his company and job, that magically drove the whole conversation, I am looking forward to presenting you the second half of this very informative interview in the next issue of Asian e-Marketing. ♦ By Daniela La Marca

Overwhelmed by Andrew Grant’s

TECHNOLOGIES & PRODUCTS

ASUS Combines Smartphone and Tablet PC In the run up to the COMPUTEX TAIPEI electronics fair in Taiwan, ASUS has unveiled its Padfone, which makes a smartphone, docked into a touch screen display, to become a full-fledged tablet PC that of course enables calls to be made as well.

The presented prototype included a 4.3-inch smartphone and a 10.1-inch tablet dock, but the company says it hasn't yet settled on the final dimensions of the eventual retail product.

The processing power comes from the smartphone that runs like the tablet on Android.

Thanks to a flap on the back of the tablet the smartphone disappears completely in the display and is thus protected if the Padfone is for instance on the table.

Display switching is done dynamically, so that reading emails or browsing the web on the phone portion expands itself seamlessly once it's connected into the pad. Battery life will also expanded by the extra cell included in the slate.

According to ASUS, the Padfone has been specifically created to fulfil a demand for both smartphone and tablet users. It is a first of its kind innovation that allows switching seamlessly between pad and phone at any time. Internet access from the 3G network connection is shared between the phone and tablet, as data storage is streamlined through a single storage pool. Other advantages, for instance, are that one SIM card is used for two devices, which eliminates any data transfer hassle with a single storage pool, or that the pad can be used as an extended battery to charge your phone or for a great video conferencing experience. The price for the revolutionary Asus Padfone will be released in the coming weeks, but in the mobile device segment it is right now in a simply extraordinary position. â&#x2122;Ś By Daniela La Marca

TECHNOLOGIES & PRODUCTS

Frost & Sullivan Celebrates its 50th Anniversary and Honours Again the Best of Asia Pacificâ&#x20AC;&#x2122;s ICT Industry Frost & Sullivan is proud to be among the top 25 companies, with a history of over 50 years, that participates in the Information and Consulting Industry worth US$366 billion globally. In its pursuit of enabling their clients to accelerate growth and achieve best-in-class positions in growth, innovation and leadership, the company provides their clients with research and best-practice models to drive the generation, evaluation, and implementation of powerful growth strategies. At the Eighth Annual Frost & Sullivan Asia Pacific ICT Awards Banquet on June 9, 2011, Frost & Sullivan honored the best companies in the Enterprise, Telecom, and Service Provider segments of the Information, Communication and Technology industry at the Shangri -La Hotel, Singapore. Notable recipients include Ericsson, Telecom Managed Services Provider of the Year; Nokia Siemens Networks, Wireless Infrastructure Vendor of the Year; and SingTel, Managed Service Provider of the Year, while Cisco Systems, Huawei, XL Axiata, and ZTE were even recognized multiple times throughout the awards ceremony (see list below). â&#x20AC;&#x153;2010 was a year of muted recovery for the Asia Pacific ICT sector and in that environment certain players clearly demonstrated an outstanding performance in the market. Relentless focus on issues impacting their customers, product and service innovation with unflinching execution have been the hallmarks for their performance.

These award recipients are shaping the Asia Pacific ICT landscape,â&#x20AC;? said Nitin Bhat, Partner and Senior Vice President of ICT at Frost & Sullivan. Frost & Sullivan identified the outstanding industry achievements in the past year by companies in the regional and global markets, through in-depth interviews, market analysis, performance measurements, and benchmarking of market participants to bring unique best practices to the forefront. Award recipients were evaluated based on their revenue growth, market share gains, leadership in new product introduction and innovation, breadth of products and solutions, major customer acquisition, and business and market strategy. The results are then presented to an independent panel of judges, comprised of influential personalities, decision-makers and thought leaders from the ICT sector across Asia pacific. Looking back on half a century of collective experience in partnering with Global 1000 companies, emerging businesses and the investment community from more than 40 offices, Frost & Sullivan has proven to be one of the best in the league themselves. Congratulations and all the best for the next 50 years to come!

TECHNOLOGIES & PRODUCTS

By Daniela La Marca

COMPANIES & CAMPAIGNS

Gemalto Meets the Demands of Our Evolving Digital Society Billions of people worldwide increasingly want the freedom to communicate, travel, shop, bank, entertain, and work anytime and anywhere, in ways that are convenient, enjoyable and secure. Gemalto, the international digital security company, is meeting the demands of our evolving digital society by providing secure software, a wide range of secure personal devices, and managed services to wireless operators, banks, enterprises and government agencies and has gotten the attention of Asian e-Marketing. I interviewed Saurabh Ohri, Gemalto’s Mobile Marketing Manager, Solutions and Services for Asia to give you some insights into the company’s business and success.

tracking and tracing, payment, remote maintenance and control, automotive and mobile computing. More importantly, Gemalto is able to deploy end-to-end converging solutions between telecommunications, financial and retail businesses”. He adds: “In the security industry, Gemalto stands out as the leading provider for electronic passports and identity cards, two-factor authentication devices for online protection, smart credit/debit and contactless payment cards. To operate these solutions and remotely manage the software and confidential data contained in the secure devices, Gemalto also provides consulting services, software and solutions to help our customers achieve their goals.”

Unique value propositions

Prediction for the future when it comes to mobile security

Gemalto is the world’s leading supplier of SIM and UICC cards, as well as client-server software and services. According to Ohri, his company is helping more than 450 network operators worldwide to achieve more from their platforms and solutions, from building loyalty and boosting revenue per user to developing convergence and mobile TV services. He claims that: “Gemalto is the number one supplier of secure, durable and long-lasting Machine Identification Modules (MIM) for machine to machine connectivity for a broad range of industries such as healthcare, metering, security,

Ohri knows that Asia is a unique region for the mobile industry as players get to experience a diversity of regions in terms of customer segmentation. Due to the emerging business scenario, the Asian ecosystem enables big players to experiment with various business strategies depending where in the region, exemplifying this for instance: “Singapore, Korea and Japan have high penetration rates for smart phones and mobile data, on the other hand the Philippines is the SMS capital of the world.”

COMPANIES & CAMPAIGNS He continues: “If you talk about the subscriber numbers, out of 5.2 billion mobile phone users across the world almost 2.3 billion are accounted for in Asia. Network operators are continuously looking for new ideas to increase the average revenue per user (ARPU). Looking from the perspective of operator revenue numbers, China Mobile stands as the number two player in the world after Vodafone. In the coming years, I see the industry working towards rolling out new technologies such as LTE, Mobile Money, etc. and a business model of increasingly non-capex based investments.” “Mobile security is becoming an increasingly important area of focus for the industry players, other value chain partners and end users. Security can have multiple aspects: securing data on the mobile, securing the device from hackers and securing the transactions enabled by the mobile. With more and more user cases that focus on financial transactions, security is the first challenge to overcome in order to convince the banks and retailers to jump on the bandwagon”, states Saurabh. Banking transactions utilizing One Time Password for verification are now being replaced by mobile digital IDs, thanks to Gemalto’s mobile signature solution and with the advent of Near Field Communication (NFC) technology in Asia, security is key in preparing the ecosystem for the handling of bill payments, etc. Key trends in Asian mobile communications According to Ohri, Mobile Money would have a big impact in the mobile communications market with more banks and retailers already on board to support the operator’s mobile wallet initiative. This service is key for markets that see many remittances or where retailers are ready to adopt the mobile wallet platform from operators to support their transactions. Mobile Marketing would be another

topic of deep interest for Asia as it commands almost 50% of all the mobile phones in the world. While SMS marketing makes up the majority of dollars spent, mobile web and banner advertising are also gaining traction. In addition to this, brands are also experimenting with some innovative methods such as location-based advertising, augmented reality, QR codes and in-app advertising. With a high degree of interactivity offered by mobile marketing, brands can ensure that consumers are not merely viewing advertisements but also assimilating the marketing message. “Asia is advanced in terms of testing different mobile marketing formats. In addition, Asia is at the forefront for permission-based marketing, with the Maxis, Globe and Aircel programs notably”, Gemalto’s spokesperson explains. Threats that could abate the current momentum of mobile proliferation “Governments needs to play a pivotal role to ensure telecom regulations favour the growth of the industry”, Saurabh believes, while this growth can be hampered if very stringent regulations are imposed on importing technology, pricing and 3G license auctioning, etc. For mobile operators the threat they face is declining ARPUs from their customer base and hence profitability. This can sometimes discourage them from investing in infrastructure upgrades or introducing new services to the market. Consumers, nevertheless, will definitely always be hungry for welldesigned and adapted mobile value -added services (VAS) according to the market. Therefore, VAS will be the key for mobile operators to boost ARPU, with a key focus on services such as entertainment, education, social networking and even health. Data services provide consumers with an additional channel to access content like streaming videos and gaming.

What the future will bring… Formed in June 2006 by the merger of Axalto and Gemplus International, Gemalto specializes in personal devices such as SIMs in mobile phones, smart bankcards, e -passports, identity credentials and USB tokens that resulted in total revenue of €1.91 billion for Gemalto in 2010 alone. Olivier Piou, Gemalto Chief Executive Officer, commented: “Gemalto recorded another quarter of solid revenue expansion, in line with its expectations. Secure Transactions continued to outperform, as chipand-PIN and high-end contactless payment solutions deploy worldwide. Near Field Communication mobile payment generates considerable interest and our current investments have already led to key service contract wins. Together with a record level of bookings in Security, this reinforces our strategic positioning and long-term growth prospects.” Indeed, in 2011 Gemalto targets another year of expansion in revenue and profit from its ongoing operations, progressing in its 20102013 development plan. The company expects a substantially lower contribution from patent licensing activities in 2011, stable or expanding profits in Mobile Communication, with a pronounced seasonality due to the large deployments of NFC mobile contactless services and LTE fourth generation networks announced for the latter part of the year; and they reiterate their expectation to have Secure Transactions delivering a high single-digit profit margin from operations in 2011.♦ By Daniela la Marca

COMPANIES & CAMPAIGNS

The Long and Lasting Road to Success of Asia’s Premier ICT Show Asia’s premier business event for the global ICT industry showcases this week innovative and live demonstrations of ICT breakthroughs at the 22nd CommunicAsia2011 in Singapore. Mr. Victor Wong, Project Director for Communications Events, Singapore Exhibition Services (SES), shared in an interview with Asian e-Marketing the long journey of the show and its rise to fame over the years. Taking place this year at a brand new venue, Marina Bay Sands, from 21 to 24 June 2011, the organizer recorded again positive responses, which proves its continuing relevance and importance. “With a seven percent increase in exhibitor participation, we see more companies investing in CommunicAsia as their platform of choice to grow their business in Asia and beyond”, Mr. Victor Wong confirms. In fact, CommunicAsia2011’s total sourcing budget submitted by registered visitors has increased by 12 percent compared to 2010, spurred by debut and returning exhibitors alike. How the journey began … Set up in 1976, Singapore Exhibition Services (SES) established itself over the years as one of the most innovative and respected exhibition and conference organizers in Asia that was running CommunicAsia as a bi-annual event until 1999, when there was a sharp increase in activity for the ICT industry; only from 2000 onwards was it organized annually.

There was another event called Network Asia held at the same time that actually encompassed Mobilecom Asia and Satcom Asia, but which were all included under CommunicAsia later and have helped to create the event you see now. Mr. Wong confirmed: “It was a long journey for us and if you look back you see the progress and how CommunicAsia has now grown to be one of the largest and most influential events for Asia.” SES’s spokesperson added: “Initially we talked about communications all the time - telecommunications - but now if you look at whatever products that needs to be displayed, or issues that want to be discussed at CommunicAsia, it’s all about IP. That is how the event is moving along – with all its ups and downs, of course.” The reason why the event moved from Singapore Expo to the prestigious Marina Bay Sands is so simple: SES realized that most companies participating in CommunicAsia are not just looking for a pure exhibition booth space year after year to display their products and applications, but actually to gain closer interaction with their clients. The new venue allows exhibitors to show their whole suite of products to the industry during the show at the exhibition booths in Basement 2 and Level 1, while having at the same time the option of running their own conference in meeting rooms on Level 3. “Exhibitors like Huawei or Nokia, for instance, have booked in addition to their booth hospitality suites to

COMPANIES & CAMPAIGNS

ence at the event compared to previous years. For example, the Chinese contingent will span more than 50 companies, and the largest group – represented by Zhongguancun – will return 150 percent bigger when compared to 2010. The Malaysian group pavilion led by MCMC will return 29 percent larger.

hold their conferences, host their VIP clients in an exclusive environment, or to have their own workshops and private closed door events. Now being located in downtown Singapore, exhibitors have more options in F&B, hospitality, and entertainment, providing more interaction between buyers and sellers”, explained Mr. Wong. CommunicAsia, Enterprise IT, and Broadcast Asia – what’s the difference? A few years ago it was more readily evident: broadcast was about broadcast, CommunicAsia was about communications – for example a phone was still a phone and a TV simply a TV - and Enterprise IT offered technology solutions. But when the industries converged, SES realized that many of the solutions that the telcos have been delivering to their clients actually can be used in the enterprise. Just consider enterprise mobility, where for instance a Blackberry phone can be a communications device, but also push emails and be used as an enterprise’s device to manage a sales force and staff. Another example is the emergence of IPTV and mobile TV where the regulators, for instance, have a hard time to decide whether IPTV should be included under the juris-

diction of the telco regulator or the broadcast regulator, as IPTV is the first time a telco can actually deploy television shows into households. SES saw during their journey a lot of integration between these three events, and in fact, Enterprise IT, as part of CommunicAsia, now occupies about 40% of the show. As the core industries are actually converging over the past few years, SES gives their exhibitors and visitors a choice of what they want and target by being the only event in the world where communications and broadcast are held at the same time in the same city, in the same venue. “We all know that technology is really into convergence and that products are ready. Nowadays it is more up to governments to decide whether they are ready for convergence or if they still need time to sort out regulation or protocols”, explained Mr. Wong and he added that it is therefore no surprise that it is once again one of the hottest topics this year. National ICT capabilities on display This year, CommunicAsia2011 hosts 26 group pavilions, many of which have increased their pres-

Making their first appearance at the show are four group pavilions from Thailand, Sri Lanka and Korea. They will be led by The Association of Thai Software Industry (ATSI), the Telecommunications Research and Industrial Development Institute (TRIDI), the Sri Lanka Export Development Board, and the Goyang Industry Promotion Agency (GIPA) respectively. Some 200 companies from Singapore alone will participate to garner greater awareness and forge new partnerships with potential stakeholders and buyers from abroad. These include well-known brand names such as Aztech Technologies, Ecquaria, EON Reality, NCS, CrimsonLogic, ST Electronics, ST Teleport and SQL View. Meanwhile, more than 85 companies will promote their business competencies and showcase revolutionary products, solutions and technologies under the umbrella of the Singapore Infocomm Technology Federation (SiTF) and the Singapore Manufacturers’ Federation (SMa), supported by International Enterprise Singapore (IE Singapore). The slogan for this year - Shaping Vision, Creating Reality “At the show, visitors get a glimpse into the future of the industry and get to know what is the latest breakthrough that is going to lead to commercial success in the next few years” said SES’s Project Director when asked to explain what SES had in mind with the slogan. CommunicAsia is presenting, once again, quite a number of product launches and is focusing on the

COMPANIES & CAMPAIGNS

ever growing and ever changing needs of the ICT industry, proved by nine tracks addressing the major topic areas of: Next Generation Broadband, Mobile VAS Strategy, Cloud Computing, Satellite Communications, and Convergence of Television, Consumer Electronics & Telecom-munications, as well as two workshops, all designed to meet the needs of IT executives who will benefit from the 150 experts sharing case studies and best practices. Not to mention the lineup for Visionary Address and CEO Perspectives this year, with a

"Vision for the Mobile Industry" topic that discusses the agendas of telcos for 2012. As can clearly be seen, providing relevance has top priority for SES, be it introducing the right topics, the right venue, the right topics, or the right tech zones whereby participants can better connect buyers and sellers. “When people find that CommunicAsia is a must attend event for them, they will come back next year and even in the future. That will help us secure a critical mass of

people coming to the show. I think being the largest show is a derivative of being relevant and being com-prehensive”, Mr. Wong concluded the much appreciated interview. Thank you! ♦ By Daniela La Marca

COMPANIES & CAMPAIGNS

SAS’s Outstanding Commitment to Invest and Develop Singapore’s Business Analytics Industry SAS, a leader in business analytics software and services, forged a strategic partnership with four of Singapore’s Institutes of Higher Learning (IHL) to increase the skills, resources and competencies in Business Intelligence (BI) and Business Analytics (BA) in Singapore. These collaborations allow SAS to enable the IHLs, by providing the necessary know-how, technologies and skills to align with what the industries need. The first phase of this collaboration includes Singapore Management University, National University of Singapore Business School, Nanyang Polytechnic, and Republic Polytechnic. The signing ceremony took place at Business Analytics 2011, a two-day SAS forum event where business users, experts and industry leaders met to exchange business analytics knowledge and experience on May 26, 2011. “Today’s MOU signing reinforces our commitment to work with government, industry stakeholders and IHLs to develop a sustainable business analytics ecosystem. We aim to solidify Singapore’s position in this region as a hub for advanced analytics capabilities with a strong supporting knowledge work force. To do this, we need to build stronger collaboration between the three parties.

This win-win partnership is a significant milestone for the Business Analytics community in Singapore as we look to deepen competencies in Business Analytics and inject the industry with a continuous pool of talent,” said Bill Lee, Managing Director of SAS Singapore. Business Analytics has been selected as one of the key focus areas by the Infocomm Development Authority of Singapore (IDA) which will strengthen the development of information and communication technology skills that are critical to Singapore’s long-term economic growth. The MOU signing between SAS and the IHLs is a crucial step in advancing this agenda by providing students, faculty and staff with training, scholarships, SAS’s BI and BA solutions and internship opportunities. This complements SAS’s certification program aimed at countering the shortage of skilled advanced analysts in Singapore. “Analytics is emerging as an important competitive differentiator for business in today’s ICT-enabled world. Having the appropriate structure and relevant skills are critical ingredients for success for any enterprise that chooses to embrace analytics. IDA is pleased to announce that we have added the job roles and competency areas for business analytics under the National Infocomm Competency Framework (NICF), in consultation with our industry partners.

COMPANIES & CAMPAIGNS

We applaud SAS for being the first to establish an extensive training collaboration with the IHLs. This arrangement is a complement to IDA’s new four-year manpower development road-map, MDEV 2.0, which aims to develop Singapore’s local infocomm workforce for highend, high value-add jobs to meet the evolving industry needs”, said Mr. Andrew Khaw, Senior Director, Industry Development Group of the IDA.

Among the cutting edge developments arising from the collaboration between SAS and SMU is a SAS Advanced Analytics Lab (SAAL) for students and faculty of the university. The facility will offer students and faculty hands-on experience with SAS solutions and access to SAS experts. The collaboration also makes provisions for facilitating student training, scholarships, and internships, as well as for continuing education and training for industry professionals. The new SAS Advanced Analytics Lab builds on the success of the SAS Enterprise Intelligence Laboratory at SMU which was set up in 2008. “The new SAS Advanced Analytics Lab at SMU will enable us to accelerate and expand our efforts to get students working with Business Analytics applications in the context of real-world business scenarios and data sets. Students enrolled in SMU degree programmes, as well as working professionals who will enrol in our Continuing Education

and Training Programs, will benefit from the way SMU and SAS work together to create highly interactive learning labs and living cases,” said Steven Miller, Dean of SMU’s School of Information Systems. “Our approach to education is especially innovative and relevant in that it combines real-world business scenarios, real data, and hands-on usage of analytics applications. We teach our students about the enabling technology and IT systems that make this all work, and about the end-to-end enterprise processes and architecture required to implement and sustain business analytics in company settings”. Bill Lee, Managing Director Singapore & Regional Accounts, SAS Institute, will give more insights into his company’s journey and commitment to educate the industry in the next issue of Asian e-Marketing. ♦

COMPANIES & CAMPAIGNS

Finalists for Asian Publishing Awards 2011 Elected The Fifth Asian Publishing Convention (APC) will be held at The Landmark Bangkok, Thailand, on July 7 and 8, 2011. This year’s theme is Savvy Content Management for Multimedia Business Extension - What Editors & Publishers need to learn to leverage Digital channels hosted by the Magazine Association of Thailand (TMAT). The annual magazine and digital publishing event recently announced the 26 finalists for the Asian Publishing Awards 2011 that were shortlisted by international judges:

Innovative Business Models Category

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Effective Digital Publishing Category

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Multimedia Consumer Research Category

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Alphabet Media Pte. Ltd., FutureGov Research, Singapore

Advertising Delivery Category

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Alphabet Media Pte. Ltd., Channel Sponsorship, Singapore Singapore Press Holdings, Singapore Blog Awards 2010, Singapore

CommonWealth Publishing Group, An In-depth Guide to Shanghai World Expo, Taiwan Hinge Inquirer Publications, Targeted Multimedia Platform (TMP), Philippines

Adobo Magazine, Adobo Magazine “Adobo Digital”, Philippines CommonWealth Magazine Group, Do Active Green Living and Eliminate CO2 from Taiwan!, Taiwan

Best Use of UGC (User-Generated Content) Category

• • •

Alphabet Media Pte. Ltd., GovNet, Singapore CommonWealth Magazine Group, Do Active Green Living and Eliminate CO2 from Taiwan!, Taiwan Singapore Press Holdings Limited, Singapore Blog Awards 2010, Singapore

COMPANIES & CAMPAIGNS

Best Use of Screen Tablet Platform Category

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ABS-CBN Publishing, Inc., Metro Magazine iPad Edition, Philippines

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MediaCorp Pte. Ltd., Style: magazine iPad application, Singapore

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Trends Media Group, Special Issue of Trends Cosmopolitan for iPad, China

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Maverick House Publishers, A Secret History of the Bangkok Hilton by Chavoret Jaruboon & Pornchai Sereemongkonpol, Thailand

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Paiboon Publishing, The Interpreter’s Journal, Thailand

Innovative Corporate Communications in a Multi-Media World Category

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Hong Bao Media (Holdings) Pte. Ltd., Cable & Wireless Worldwide Low Latency Networks, Singapore

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Manila Water Company, Inc., The Path of Pat Tubig: Water and Wastewater Trail Program, Philippines

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Sirimedia Co., Ltd., Andaman 365° Application on iPad in App Store, Thailand

Best Use of Social Networks Category

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Alphabet Media Pte. Ltd., FutureGov Asia Pacific Magazine, Singapore

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U Magazine, HKET, Pursuing Social Power: U Magazine Facebook fanpage, Hong Kong

Best Use of Design, Layout and Presentation Category

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MediaCorp Pte. Ltd., ELLE Spring/Summer 2011 Trends booklet, March 2011, Singapore

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Technology Review India, (1) PHOTO ESSAY (2) DEMO, India

Best Use of Multimedia Marketing by a Book Publisher Category

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CommonWealth Publishing Company, You Can Make a Difference, Too, Taiwan

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HarperCollins Publishers India, The "Who is Johnny?" Campaign, India

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One Media Group Limited, Sammi Cheng – eBOOK, Hong Kong

Best Book /Best Writer on Asian Socio-Economic or Media Scene Category

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Katha, Chouboli and Other Stories, India

The Asian Publishing Awards recognize best multimedia practices in magazine, book and corporate communications sectors, covering multimedia consumer research, advertising delivery, new business models, effective digital publishing, user-generated content, screen tablet platforms, social networks and design. While the book awards recognize multimedia marketing and writing on media or socioeconomic aspects relevant to Asia. In addition, there are awards for corporate communications which identify best multimedia usage and innovative campaigns in a multimedia context. This year's APC will also inaugurates the Photo Awards, that has FASHION as its theme. There will also be a photo gallery of works from the region's leading fashion photographers. The Asian Publishing Convention interfaces print editors and publishers with digital, mobile, screen platform and social media experts in intensive 90-minute workshops over two days.

About 40 international experts will be engaged in transferring critical “how-to” practical coaching to print publishers and editors. APC's mission is to ensure the transformation of content into profitable multimedia channels with new business models. The national magazine associations who are APC partners include: Society of Publishers in Asia (SOPA), ASEAN Book Publishers Association (ABPA), Asian Media Information & Communication Centre (AMIC), Association of Indian Magazines (AIM), Magazine Business Association of Taipei (MBAT), Magazine Publishers Association of Malaysia (MPA), Magazine Publishers Association of Singapore (MPAS), National Book Development Council of Singapore (NBDCS), National Book Development Board (NBDB) and VietnamMarcom. APC is the Premier Learning Conference and Expo for Publishing Managers in Asia, presenting this year 40+ new media experts and colleagues. Mr. Cyril Pereira, APC 2011 Cochair, emphasized, “This regional event can be leveraged by magazine associations and members at multiple levels - solid learning in New Media, strategic thoughtleader value, networking with potential licensing partners or JV ventures, development of promising editors and commercial managers.” For additional information visit the APC website www.publishingconvention.com ♦

The Asian Publishing Convention interfaces print editors and publishers with digital, mobile, screen platform and social media experts in intensive 90minute workshops over two days.

LEGISLATION

IAB-MMA Mobile Web Advertising Measurement Guidelines – Part I The Mobile Internet has helped marketers across the globe achieve the dream of anytime, anywhere, targeted and personalized access to their consumers. The medium has proven to be effective in its own right as well as when combined with other online and traditional channels. While the merits of the medium are widely known, the next step in the industry’s evolution is the commitment to create a transparent and consistent business environment for buying and selling ads. The creation of a standardized set of measurement guidelines for any marketing platform eliminates a huge barrier to entry for advertisers and opens the market to enormous opportunities and innovations. The establishment of such guidelines for the Mobile Internet is therefore key to encouraging brands and their agencies to devote resources towards marketing campaigns unique to the mobile web. For the first time, standardized key metrics for measuring advertisements have been established for the mobile interactive industry. Developed in a joint effort by the Interactive Advertising Bureau (IAB) and the Mobile Marketing Association (MMA) with the assistance of the Media Rating Council (MRC), the “Mobile Web Advertising Measurement Guidelines” provide a framework to govern how ad impressions are counted on the mobile web.

The objectives of the “Mobile Web Advertising Measurement Guidelines” include:

• •

Defining the mobile web ad impression Creating a common methodology that will be widely adopted in the U.S. and globally for counting mobile web ad impressions • Encouraging U.S. mobile web ad servers to have their impression counts audited by an independent third party • Providing marketers and agencies with greater clarity and certainty (via the auditing process) that key metrics used for buying mobile web ads are methodologically sound and meet the highest standards available to the media industry • Reducing levels of discrepancies and spurring the industry’s growth by offering internet publishers and ad servers a consistent, rigorous way to count the delivery of ad impressions The following guidelines cover the measurement of WAP/Mobile Web advertising activity and serves as a guide to become accepted practice for mobile marketers, wireless operators, mobile publishers and ad serving organizations. Measurement Definitions: Advertisements served on mobile devices can be measured in various ways depending on the marketing channel used and its associated measurement capabilities.

LEGISLATION

Ad Impressions: An ad impression across all marketing channels is the measure of the delivery of an advertisement from an ad delivery system in response to a user request. To the fullest extent possible, there should be some assurance that the ad was rendered on the device in order to count it as a valid ad impression. Ad Impression Measurement Approaches: Two methods are used to deliver ad content to the user server-initiated and client-initiated. Server-initiated ad counting uses the site’s web content server for making requests, formatting and redirecting content. Client-initiated ad counting relies on the user’s browser to perform these activities (in this case, the terms “client” refers to a user’s browser). Client side measurement involves a recognition on the client side of the rendering of ad content in response to an ad request, and this information is communicated to a counting server for reporting. Server side measurement involves the recognition on the ad server side that an ad tag has been delivered, but with no assurance that the ad was actually rendered on the user’s browser. Tracking Assets: A tracking asset is any piece of content associated with an ad or the page on which an ad appears that is designated to serve as the “trigger” by which the ad is counted. The content that serves as a tracking asset often may be, but is not limited to, a 1x1 pixel image, a 302-redirect, a Javascript code, or the ad itself. User Ad Requests: An user ad request is the result of an active or passive act on the part of the user of a mobile marketing channel. The user may explicitly call for the ad to be delivered, or a request to the ad delivery system is triggered based on other user’s actions.

Ad Delivery: Two methods are used to deliver ad content to the user – server-initiated and clientinitiated. Mobile Device: A handset or other communication device used to access the internet wirelessly, usually through a mobile carrier or Wi-Fi network. Traditional PCs and laptops are not considered mobile devices for the purposes of these guidelines. Ad Measurement Guidelines: Ad impressions are measured either on the Client (device) Side or the Server Side. Client side ad impression measurement is preferred because this approach to counting occurs when the client renders the ad request, which occurs at a later stage in the cycle and therefore is likely to mean that the user had the greatest possible “opportunity to see” the ad. Recognizing that different mobile measurers may have different capabilities at present for implementing a client-side measurement system, mobile measurers who employ server-side measurement only should fully disclose this. In addition, server side measurers are encouraged to commit to move toward implementation of client-side measurement under a clearly defined timeline. This section provides recommendations and considerations in counting the number of advertising impressions. Ad Impression Tracking: The following details are key components of the Guideline in instances where client-side measurement is utilized: 1. A valid ad impression may only be counted when an ad counter receives and responds successfully to a request for a tracking asset from a client. This count happens after the initia-

tion of retrieval of underlying page content. For client-side ad serving, the ad content itself could be treated as the tracking asset and the ad server itself could do the ad counting. 2. A successful response by the ad counter can include but is not limited to:

∗ Delivery of a “beacon,” which may be defined as any piece of content designated as a tracking asset. Beacons will commonly be in the form of a 1x1 pixel image, but this Guideline does not apply any restrictions to the actual media-type or content-type employed by a beacon response; or

∗ Delivery of a “302” redirect or HTML/ JavaScript (which doubles as a tracking asset) to any location; and

∗ Delivery of ad content 3. Measurement of any ad delivery may be accomplished by measuring the delivery of a tracking asset associated with the ad. As a recommendation, sites should ensure that every measured ad call is unique to the page. There are many valid techniques available to do this, including the generation of random strings directly by the server, or by using JavaScript statements to generate random values in beacon calls. Compound Tracking: The following item is applicable in both server -side and client side counting applications. It is allowable for one tracking asset to register impressions for multiple ads that are in separate locations on the page, as long as reasonable precautions are taken to ensure that all ads that are recorded in this fashion have loaded prior to the tracking asset being called (for example, the count is made after loading of the final ad).

LEGISLATION

This technique can be referred to as “compound tracking.” For example, an ad group may be counted if reasonable assurance exists that all grouped ads load prior to counting, such as through the placement of the tracking asset at the end of the HTML string. Enhancing Ad Impression Tracking Accuracy: Those advertisements that are delivered to mobile users without an accompanying request for the ad (such as with pushed content) should not be counted as ad impressions unless there is evidence that the ad is rendered on the device. This principle should also apply to idle screen ads, offline ads, and cached ads. If it is not currently possible for the measurement organization to determine that an ad has been rendered on the device, this should be prominently disclosed in the reporting of these delivery counts. The following techniques are recommended in order to ensure accuracy in ad impression measurement: Cache Busting: In some cases an ad can be served from a device’s cache, and there is a risk that the client or server will not record the Ad Impression. Cache busting techniques should be in place to ensure that overall impressions are not undercounted due to the delivery of cached responses to user ad requests. Cache busting techniques should be used for all sites and ad serving organizations. The following techniques are acceptable:

1. HTTP or WAP Header Controls The ad counter should employ standard headers on the response, in order to minimize the potential of caching a time-sensitive advertisement. For example, these standard headers could include one or more of the following, as applicable: 2. Random Number assignment techniques to identify unique serving occurrences of pages/ ads. Publishers and ad serving organizations should fully disclose their cache busting techniques to buyers and other users of their data. Filtration: Filtration of site or adserving transactions to remove non -human activity is highly critical for accurate, consistent counting. Filtration guidelines consist of two approaches: (1) filtration based on specific identification of suspected non-human activity, and (2) activitybased filtration (sometimes referred to as “pattern analysis”). Each organization should employ both techniques in combination. Organizations are encouraged to adopt the strongest possible filtration techniques. Display Filtering: If there is reason to know that an ad could not have been seen by the user (for instance, if it is determined that the ad was not within view of the user), this also should be considered when tracking impressions. Such impressions for ads that are reasonably known not to have been viewed should be differentiated for reporting purposes. Rich Media Ad Impressions: As with display ad impressions, the measurement of Rich Media ad impressions should occur as late in the process as possible. In addition to the limitations noted above in

regard to the limited current implementation of client-side counting of display ad impressions, client-side counting of mobile Rich Media ads is further complicated by limitations on the number of redirects allowed by some carriers. Again, to the extent possible, measurers should attempt to count as close to the “opportunity to see” as possible, and should move toward implementation of client-side counting under a clearly defined timeline. Click Measurement Considerations: Ad impressions related to Click Measurement are those ads that include clickable content; that is, content on which the user may click to obtain additional content or to initiate a transaction or other activity. Comprehensive mobile click guidelines are beyond the scope of this document. Those interested in measuring mobile clicks are advised to follow the same general principles as are spelled out in the IAB Click Measurement Guidelines (see www.iab.net) until such time as new guidelines for clicks that are specific to the mobile web environment are developed. To download complete IAB-MMA Mobile Web Advertising Measurement Guidelines please visit: http://mmaglobal.com/ MobileWebMeasurementGuidelines_final.pdf or http://www.iab.net/media/file/ MobileWebMeasurementGuidelines_final.pdf Source - Interactive Advertising Bureau (IAB), Mobile Marketing Association (MMA)

LEGISLATION

IAB-MMA Mobile Web Advertising Measurement Guidelines – Part II For the first time, standardized key metrics for measuring advertisements have been established for the mobile interactive industry. Developed in a joint effort by the Interactive Advertising Bureau (IAB) and the Mobile Marketing Association (MMA) with the assistance of the Media Rating Council (MRC), the “Mobile Web Advertising Measurement Guidelines” provide a framework to govern how ad impressions are counted on the mobile Web. This section of the guidelines covers general reporting, disclosure and auditing parameters: General Reporting Guidelines: General reporting parameters (dayparts, weekparts, time zones, etc.) provide for consistency and comparability. These should be based on the logical application of information about the usage patterns of the medium. In order to provide for more standardization in mobile web measurement reporting, the following general reporting parameters are recommended. Note that these are only two of the possible reporting parameters that may be used. If parameters in addition to time and location are reported, similar rules should be defined and applied. Time:

Day - 12:00 midnight to 12:00 midnight Time Zone – Full disclosure of the time-zone used to produce the measurement report is required. It is preferable, although not a current compliance requirement, for certified publishers or ad servers to have the ability to produce audience reports in a consistent time-zone so buyers can assess activity across measurement organizations. For US-based reports it is recommended that reports be available on the basis of the Eastern time-zone, for non US-based reports this is recommended to be Greenwich Mean Time (GMT). Week — Monday through Sunday Weekparts — M-F, M-Sun, Sat, Sun, Sat-Sun Month – Three reporting methods: (1) TV Broadcast month definition. In this definition, the Month begins on the Monday of the week containing the first full weekend of the month, (2) Four-week periods – (13 per year) consistent with media planning for other media, or (3) a calendar month. For financial reporting purposes, a month is defined as a calendar month. Additional Recommendation: Dayparts – Mobile usage patterns need further analysis to determine the usefulness of establishing effective and logical standardized reporting day parts. We encourage such analysis to determine the need for standardization of this measurement parameter.

LEGISLATION

planations, reporting standards (if applicable), reliability of results (if applicable) and limitations of the data should be included in the disclosure. Auditing Guidelines:

Location: If information about the geographic location of the users is collected and reported, any limitations to the methods used should be disclosed. Ambiguities in wireless operator routing should be accounted for in location determination and estimated through processes derived from carrier/ad server cooperation. Disclosure Guidance: Media companies and ad serving organizations should fully disclose their ad impression recording process to buyers and other users of the ad impression count data. An organizationâ&#x20AC;&#x2122;s methodology for accumulating mobile advertising measurements should be fully described to users of the data. Specifically, the nature of measurements, methods of sampling used (if applicable), data collection methods employed, data editing procedures or other types of data adjustment or projection, calculation ex-

General: Third-party independent auditing is encouraged for all adserving applications used in the buying and selling process. This auditing is recommended to include both counting methods and processing/controls as follows: 1. Counting Methods: Independent verification of an activity for a defined period. Counting method procedures generally include a basic process review and risk analysis to understand the measurement methods, analytical review, transaction authentication, validation of filtration procedures and measurement recalculations. Activity audits can be executed at the campaign level, verifying the activity associated with a specific ad creative being delivered for performance measurement purposes. 2. Processes/Controls: Examination of the internal controls surrounding the ad delivery, recording and measurement process. Process auditing includes examination of the adequacy of site or ad-server applied filtration tech-

niques. Although audit reports can be issued as infrequently as once per year, some audit testing should extend to more than one period during the year to assure internal controls are maintained. Audit reports should clearly state the periods covered by the underlying audit testing and the period covered by the resulting certification. â&#x2122;Ś

To download complete IAB-MMA Mobile Web Advertising Measurement Guidelines please visit: http:// m m a g l o b a l . c o m / MobileWebMeasurementGuidelines_final.pdf or http://www.iab.net/ m e d i a / f i l e / MobileWebMeasurementGuidelines_final.pdf Source - Interactive Advertising Bureau (IAB), Mobile Marketing Association (MMA)

LEGISLATION

Every Cloud has a Silver Lining Cellphone Location Data and Privacy Issues Stories about investigations probing informationsharing by mobile applications that have been illegally obtained or transmitted via smartphones, are being heard more often nowadays. These probes examine, in general, whether the app makers have fully explained to users the types of data they collect and why they need the information, especially a user's location or a unique identifier for the phone, as collecting such information about a user without proper notice or authorization in general violates the law. The Wall Street Journal (WSJ) reported, for instance, just a few months ago, that popular applications on iPhone and Android mobile phones transmit information about their users and their locations to outsiders, including advertising networks, as they found when testing 101 apps. According to WSJ, 56 of these apps transmitted the phone's unique device identifier to other companies without users' awareness or consent, and 47 of the apps transmitted the phone's location in some way, while five sent a user's age, gender and other personal details to outsiders. At the time they were tested, 45 apps did not provide privacy policies on their websites or inside the apps. The WSJ findings are significant because there is the potential for criminal action, but it will definitely intensify concerns over privacy and the widening trade in personal data. Right now, the probes focus on whether app makers violated the Computer Fraud and Abuse Act that was crafted to help prosecute hackers and could be used to argue that app makers "hacked" into users' smart phones. It is indeed a bit strange that both Apple and Google, which oversee digital stores that offer mobile applications, have been asked to provide information about their applications and app makers, but none of them have responded to requests for comment.

Google recently agreed to strict privacy rules and said it would ask users before sharing data with outsiders as part of a proposed settlement with the FTC, which had claimed it violated user's privacy on its social network, Google Buzz. However, according to comScore, both have previously disclosed that they use location data, in part, to build giant databases of Internet WI-Fi hotspots. The question here is how to discern between good and evil: Is it simply collecting information to get a better understanding of the users and markets or are we talking about spying attacks, intrusion of privacy and trade in personal data? Cell phones have many reasons to collect location information, such as helping to provide useful services like local-business lookups and social-networking features, or to improve networksâ&#x20AC;&#x2122; ability to route calls more efficiently just to mention a few. Google, for instance, said it uses some of the data to build accurate traffic maps, as the cell phone's location data can provide details about, for instance, how fast traffic is moving along a stretch of highway. The widespread collection of location information is the latest frontier in the booming market for personal data. Until recently, most data about people's behavior was collected from personal computers, which meant data was generally tied to a city or a post/zip code, but it was tough to be more precise. The rise of Internetenabled cell phones, however, allows the collection of user data tied with much more precision to specific locations. It is this new form of tracking that raises questions from government officials and privacy advocates who are asking companies why they are storing customer-location data on phones. Raising questions about who has access to what could be sensitive information about the location and movement of a phone user is a sensible precaution. We all know that discretion is the better part of valor! â&#x2122;Ś By Daniela La Marca

BUZZWORD

Sandboxing A developer’s “sandbox” - sometimes also called a working directory, a test server or development server is where he keeps his individual working copy of the code base and where he builds, tests and debugs the modules he is working on. Concisely, sandboxing means testing in an environment that isolates untested code changes and outright experimentation from the production environment or repository in the context of software development including Web development and revision control. It protects "live" servers and their data from changes that could be damaging to a mission-critical system or which could simply be difficult to revert, regardless of the intent of the author of those changes. Sandboxes replicate, at least, the minimal functionality needed to accurately test the programs or other code under development, e.g. usage of the same environment variables as, or access to an identical database to that is used, the stable prior implementation intended to be modified; there are many other possibilities, as the specific functionality needs vary widely with the nature of the code and the application[s] for which it is intended. The concept of the sandbox is typically built into revision control software such as Concurrent Versions System (CVS) and Subversion (SVN), in which developers "check out" a copy of the source code tree, or a branch thereof, to examine and work on. Only after the developer has, hopefully, fully tested the code changes in their own sandbox would the changes be checked back into and merged with the repository and thereby made available to other developers or end users of the software.

Sandboxing has improved security, particularly in the case of Google Chrome, Adobe Reader X, and mobile devices. Chrome implemented a sandbox to protect the browser, Reader X, to encapsulate PDF viewing, and mobile devices to protect apps from interfering with the security of the phone’s underlying operating system and other applications running on the device. Sandboxing, however, is not a magic bullet, as clientside attacks against sandboxed applications evolve and iOS jailbreaking (removing limitations on an Apple device) has led security researchers to pay close attention to sandbox exploits. ♦

By further analogy, the term "sandbox" can also be applied in computing and networking to other temporary or indefinite isolation areas, such as security sandboxes and search engine sandboxes, that prevent incoming data from affecting a "live" system, or aspects thereof, unless defined requirements or criteria have been met.

APPOINTMENTS

Digital marketing industry veteran, Simone Barratt, has been promoted to President of GSI Global Marketing Services International following 10 years as Managing Director of e-Dialog International, an integrated digital marketing solutions provider within the GSI Commerce Marketing Services Division. In this newly created role, Simone will be responsible for developing an international presence and providing strategic leadership and direction to drive business growth across EMEA and APAC for the GMS product portfolio. She will also oversee overall global operations and international business affairs for the product businesses. In addition to this strategic guidance, Simone will continue in her role as Managing Director of e-Dialog International, providing leadership across the agency’s global accounts.

Simone Barratt

Simone is a member of the DMA Email Marketing Council and has over 20 years of experience in direct and digital marketing. She started one of the earliest new media companies in London, which was incorporated into the Interpublic Group. Since 2000, Simone has been working with e-Dialog to establish and grow the company in the UK. In this time, she has expanded its client base across Europe and more recently established an office in Asia Pacific. Under Simone’s leadership, e-Dialog International has worked with globally recognised brands including British Airways, Skype, Reuters, and Philips. Simone’s new role will involve collaborating with e-Dialog and GSI’s partner companies ClearSaleing, FetchBack, PepperJam, M3 Mobile and MBS Insight to help launch their products and services across international markets.

Mediabrands announced today the appointment of Julie Yap as Senior Business Intelligence Analyst, Asia Pacific. Based in Singapore, Julie will lead the design and implementation of business intelligence solutions that harness the power of Mediabrands’ investment in data and data warehouse platforms such as Mediabrands Marketing Intelligence Platform (MIP). Julie will draw on her industry-specific Business Intelligence and Database skills to consult, design and deliver solutions for Mediabrands clients that fulfil their analytical and reporting requirements. In addition, Julie will work to streamline data flow as well as improve data quality and accuracy for their clients. Julie joins Mediabrands from GroupM Asia Pacific. As Business Analyst, Global IT, Julie helped implement the company’s Digital Campaign Management tool. She was also closely involved in converting in-house reporting to Business Objects XI R3, and setting up GroupM’s Global Data warehouse system. Prior to GroupM, Julie was Senior Consultant at Accel Solutions, where she managed a team of analysts that gathered user requirements and designed report specifications for clients. Early in her career, Julie worked for MTV Asia as a business systems executive and at Maxtor Peripherals as a software engineer.

Julie Yap

APPOINTMENTS APPOINTMENTS

Integrated creative agency iris Singapore has appointed Clarence Chiew as its new deputy creative director. Chiew joins from JWT Singapore, where he was associate creative director, and will take up the position in June reporting in to creative director Subha Naidu. Prior to joining JWT in 2006, rising through the ranks of senior copywriter and creative group head to associate creative director, Chiew was copywriter for communications agency 10AM from 2003 and prior to that worked at Crush and Orange Interactive.♦

Clarence Chiew

Microsoft Advertising has announced the appointment of Jonathan Hardy as Sales Development Director of Microsoft Advertising and Publishing Solutions, Greater Asia Pacific. Bringing in more than 10 years of regional experience and over two decades of both traditional and digital advertising experience, Jonathan will drive integrated campaigns for clients across the region. In his new role, he will report to Jason Scott, General Manager, Asia, Microsoft Advertising, and will still be based in Singapore. Jonathan joined Microsoft in 2010, having taken up the role of Specialist Sales Director, Microsoft Advertising and Publishing Solutions, Greater Asia Pacific. Prior to Microsoft Advertising, Jonathan founded Energy Media Networks in Hong Kong in 2005, wo rking closely with clients including the New York Times Media Group, Reuters and Conde Nast.

Jonathan Hardy

Before Energy Media Networks, Jonathan was the international advertising director of Fortune, and later moved onto join DoubleClick as international business development director. He has also had stints at Cheney Communications and Newsweek.♦

Equinix, Inc., a provider of global data center services, announced that Todd Handcock has been named chief marketing officer and vice president of marketing and strategy for Asia Pacific. Handcock joins Equinix from British Telecom (BT) where he was most recently vice president of Asia Pacific Business Transformation, accountable for leading BT’s major investment and expansion program in the region. Handcock will lead Equinix’s strategic planning and execution of the product and marketing roadmap in Asia Pacific. Prior to joining BT, Handcock was Asia Pacific vice Vice president President at Descartes Systems Group and general manager of Global Alliances and Accounts with Maves International Software. Handcock also held senior management positions at Ometraco Group and Cott Corporation. He began his career in Asia at the Canadian Embassy in Indonesia. Todd Handcock

Handcock holds a bachelor’s degree from the University of Calgary and a postgraduate diploma in Asia Pacific Management from the McRae Institute of International Management at Capilano College in Vancouver.♦

APPOINTMENTS Sony Wong has been appointed Managing Director for PHD Singapore. Sony will be responsible for driving PHD’s leadership position and growth in Singapore. He commences his role in July 2011 and will report to Torie Henderson.

Jimmy Lee

Sony Wong

Sony joins PHD from Hawley and Hazel where he has been Singapore Country Manager. He has held a variety of senior positions spanning bluechip brands and media agencies in a career of over twenty years. Sony led Carat Singapore, where he played a key role in expanding the new business footprint before moving to Maxus as Managing Director for Singapore. Sony was later promoted to Managing Director of Mindshare in Singapore, where he led his team in winning several major business pitches and industry awards. Earlier in his career as a marketer, Sony helped FMCG conglomerates such as Asia Pacific Breweries and Unilever, to launch new products, expand market share and develop innovative communication campaigns.♦

Mediabrands announced two appointments that substantially strengthen the agency’s digital expertise in Asia Pacific: Nick Tulloch, Regional Digital Manager, Mediabrands Asia Pacific Nick is responsible for delivering high value digital services to regional clients and he will play an important role in leading and developing client relationships. Further, Nick’s wealth of experience in digital display and search will help Mediabrands’ clients to devise creative, innovative solutions that maximize ROI and improve business performance. Previously, Nick was Digital Account Manager at Initiative UK, where he was responsible for managing the pan-European digital campaign for one of the world’s largest rental car companies. Prior to Initiative, Nick was Senior Digital Planner and Buyer at OMD in London, where he oversaw planning and buying for the Post Office’s online advertising campaigns. Nick began his communications career at Manning Gottlieb OMD. In his new role, Nick reports to Arun Kumar, Head of Digital, Mediabrands Asia Pacific.♦

Nick Tulloch

Mike Zeng, Digital Head, UM China Mike’s appointment as Digital Head of UM China reflects the fact that UM is focused on the development and expansion of UM’s digital offering in the region. UM has made several strategic investments that have extended existing digital partnerships as well as imported relevant, effective technology that differentiates UM from the competition. Mike will be responsible for leveraging the power of digital for clients and will work closely with UM’s local team in China, as well as Arun Kumar, Head of Digital, Mediabrands Asia Pacific.

Mike Zeng

Previously, Mike was Business Director and Media Head at Tribal DDB Shanghai, where he managed a team of 15 that was responsible for overseeing integrated digital services for clients such as VW China, McDonald’s and Acer. He is reporting directly to Simon Woodward, CEO, UM China. ♦

APPOINTMENTS

OMD announced the appointment of Steve Blakeman as Chief Executive Officer, for the Asia Pacific region. Steve will lead OMD operations, drive existing client satisfaction as well as drive growth and enhance OMD’s value-proposition across the region. Blakeman began his career at JWT and has over two decades of experience in advertising, media and marketing communications. He joins OMD from IPG, where he occupied the position of Chief Integration Strategy Officer, Asia Pacific, dividing his time between Universal McCann, Initiative and McCann Erickson on global clients such as Coca- Cola, Johnson & Johnson and MasterCcard. Blakeman has established a reputation for innovation and thought leadership by developing creative channel planning solutions and data driven analysis to deliver tangible business benefit to clients. Prior to IPG, Steve worked as Managing Partner at Omnicom Media Group owned media agency, PHD where he successfully launched their second office in the UK. Steve Blakeman He will commence his role at OMD at some point in the third quarter of 2011, reporting to Barry Cupples, CEO, Omnicom Media Group, Asia Pacific.♦

Steve Blakeman

The Mediabrands promoted Daniel Simon to Chief Operating Officer (COO) of Asia at UM and Initiative. Daniel will be responsible for maintaining each company’s independence, driving operational synergies as well as managing day-today challenges throughout G14 and World Markets in Asia. Daniel joined UM in September 2006, as CFO of UM, Asia Pacific. In 2008, he was appointed CFO of Mediabrands, Asia Pacific and in March 2010, he was named a Member of the Board at Mediabrands, Asia Pacific, which saw him involved in Asia’s management while still CFO. Before joining Mediabrands, Daniel worked for Saatchi & Saatchi as CFO of its Asia Pacific operations. Daniel Simon

Daniel has nearly 20 years of experience both in advertising and the Asia Pacific region and graduated from Tthe Wharton School of the University of Pennsylvania with a Bachelor of Science in Economics.♦

Emerson Network Power has appointed Anand Sanghi as president of its Asia market operations. The Asia Pacific business is comprised of three strong teams in China, India and Asia, where Sanghi will report directly to Stephen Liang, Emerson Network Power Asia Pacific president. In his new role, Sanghi will assume full leadership and general management responsibility for Emerson Network Power’s Asia organization covering Australia and New Zealand, South East Asia, Japan, South Korea, and Pakistan. The appointment is indicative of Emerson Network Power’s business in the region which has seen steady growth through the years despite fluctuations in the economy and the company’s core IT&C markets. It also reflects the company’s confidence in its strategy in the region, as it continues to expand with new customers, partners, and geographies.

Anand Sanghi

APPOINTMENTS

Sanghi joined Emerson in 1994 as a business planner for Copeland, now part of Emerson Climate Technologies. He held several roles of increasing responsibility in Copeland and was later promoted to director of planning and business development in Emerson Electric in Asia Pacific based out of the corporate office in Hong Kong. He moved to Emerson Network Power in Asia Pacific in 2001 as director of planning, then product management, service and marketing. Most recently, Sanghi was vice-president of operations for Emerson Network Power in Asia. Sanghi has an MBA from the Indian Institute of Management, Ahmedabad and a Bachelor’s degree in Electrical & Electronics Engineering from the Indian Institute of Technology, Madras. Sanghi is married with two small boys, and is based in the regional headquarters in Manila. ♦

Polycom today announced several enhancements to its executive staff, further strengthening the company’s sales and marketing leadership and execution in Asia Pacific. Leading the pack is Hansjoerg Wagner, current President for Polycom Asia Pacific and the newly appointed Senior Vice President of Global Field Operations. Based in Singapore, Hansjoerg’s role now includes global service sales, global sales processes, and Polycom’s global cloud initiative. Polycom expanded leadership team also includes: •

Gary Testa as vice president of the Global Cloud and Service Provider Solutions Group. A 25year sales and marketing veteran with a track record of success at such companies as IBM Tivoli Software and Ditech Networks, Inc., Testa will be responsible for driving global sales and business development for the full range of Polycom’s service provider partners and managed service customers, and will lead Polycom’s initiatives for cloud-based and mobility-based UC solution adoption.

•

Steven Li remains vice president of China. Li has driven China revenues to a record 11% of consolidated revenues in Q1 2011 and, over the past several years, catapulted Polycom’s position in China to overall market leader.

•

Michael Chetner is promoted to vice president of Asia Pacific (except China). Chetner, previously country manager for Australia and New Zealand, generated consistent revenue growth and record revenues and increased market share for that region.

•

Paul Newell is promoted to vice president of Asia Pacific Field Operations. Building on Newell’s success with APAC’s Unified Communications strategy, he will now be responsible for driving the region’s strategic initiatives, partner relations to include UC alliances, services providers and systems integrators, and business operations.

•

In June, Kate Hutchison will join Polycom as the company’s new chief marketing officer and executive vice president. Hutchison brings nearly 20 years of executive marketing leadership and brand transformation experience at several of the world’s most successful enterprise software companies, including VMware, Citrix Systems and BEA. Reporting to Polycom President and CEO Andy Miller, Hutchison will lead product marketing, corporate marketing, industry marketing and global field marketing. Hutchison’s background in software, virtualisation, and emerging technologies are expected to accelerate the evolution of Polycom’s brand as it transforms into the software powerhouse that’s enabling the UC Everywhere vision.

Polycom is making these announcements on the heels of another record quarter, in which the company generated significant revenue growth across all geographies. These executive appointments also build on Polycom’s hiring of several world-class executives in 2010 and earlier in 2011 – all designed to position the company for optimal growth and performance in the dynamic UC market.♦

APPOINTMENTS

PHD Malaysia has promoted Audrey Chong to the post of General Manager. Audrey previously held the position of Senior Business Director at PHD Malaysia. In her new role, Audrey will be charged with the leadership and raising the profile of PHD Malaysia, spanning the functions of strategic planning, buying and business development.

Audrey Chong

Audrey has started her career in advertising and soon found her calling in media. She has serviced blue-chip brands such as F&N Coca Cola, CIMB, L’Oreal, Tourism Malaysia, Heineken, DiGi and more. She has worked for Bates, Zenith, Initiative, MEC, Optimedia and most recently for Starcom. Her promotion is effective immediately.

Meanwhile, Ken Chang will take-over Jonathan’s previous role of Specialist Sales Director, Microsoft Advertising and Publishing Solutions, APAC (Southeast Asia, Korea, Australia, New Zealand). Also based in Singapore, Ken will report to Kerry McCabe, General Manager for APAC. Ken was previously the Director of Strategic Alliances for Microsoft's Consumer and Online Group in Asia Pacific and was in charge of extending Microsoft's consumer presence in Asia Pacific through its online properties and consumer solutions including MSN, Windows Live, Office Live, Xbox, Bing, and more. Ken has been with Microsoft for over five years. His first role was managing Business Development and Partner Strategy for Microsoft's Small Business Group in the United States, before relocating to Asia. Prior to Microsoft, Ken was responsible for Business Development and Strategy at Wells Fargo Bank's Payment Solutions division in San Francisco, California and held senior Management positions at eHow.com (now a Demand Media company) Williams-Sonoma, Inc., and Sony Licensing.♦

In line with its focus on growth in the emerging markets, Orange Business Services has appointed Le Tuan as General Manager of ASEAN. Tuan assumes responsibility for operations in Singapore, Malaysia, Indonesia, Philippines and Thailand in addition to his role as Asia Pacific Director of Channels. Before he joined Orange in 2009, Tuan was general manager of F5 Networks responsible for sales in Indonesia, Singapore and Vietnam. His career also includes nine years in Microsoft in sales and management positions.♦

Quest Software, Inc., a leading provider of IT management software, has appointed Gary Saw as Managing Director, South East Asia. Saw has more than 15 years of IT sales and management experience and will be based in Quest Software’s Asia Pacific headquarters in Singapore. He will be responsible for driving revenue growth across Southeast Asia and will work with the wider management team to achieve strategic business expansion in the region. Prior to joining Quest, he spent eight years at IBM driving significant growth within Tivoli Software, part of the IBM software group. Saw holds a B.Sc. (Econ) in Management Studies from the University of London.♦

MOL Global , the parent company of MOL AccessPortal Sdn. Berhad and Friendster, Inc., appointed Internet industry veteran and former Naspers/MIH executive Craig White as President of Global Operations. He will be based in Singapore. White has been responsible for several of the Naspers’ invested Internet and media companies including BuzzCity, ibibo, Lelong.com.my, Multiply, among others, and has more than 20 years of global leadership experience in the Internet and technology sectors. Prior to joining Naspers in Singapore, he was based in Thailand and was the president for M-Web Thailand/ Sanook Online and the managing director for Thailand’s KSC Commercial Internet.♦

APPOINTMENTS

Yahoo! Inc. announced the acquisition of IntoNow. Launched in January 2011, IntoNow has built a platform and companion TV application based on real time indexing of television that deepens the connections between audiences, television content and advertisers. IntoNow has indexed more than five years of US based television programming, creating a rich database to build video discovery and programming experiences. IntoNow is able to identify content down to the airing, episode and time within the program as well as provide program information and links associated with it, all within a matter of seconds, enabling Yahoo! to provide enhanced media experiences and video programming, bolstering its social engagement across the Yahoo! network and on all screens. IntoNow users are able tocan easily engage with friends around the shows they enjoy most and help people discover new shows, discuss favorites with friends and learn more about them, and as well as providinges recommendations for what is currently airing based on their interests and those they are connected to. The application is also integrated with Facebook, Twitter, iTunes and Netflix to enable more sharing and information gathering "IntoNow has built a unique way for people to engage with each other around the content they enjoy," said Adam Cahan, CEO of IntoNow. "Companion applications and devices are changing the way we interact with TV in significant ways. The IntoNow team is excited to be joining Yahoo! to help create new consumer experiences and to be part of Yahoo!'s global scale and reach."♦

iris, an independent, global creative agency that delivers marketing campaigns for their clients, announced the global launch of its new bespoke social media content division Urgent Genius. It will act as a creative hub producing fast and effective online content in response to topical issues and trends for clients such as Sony Ericsson and adidas. Content will be produced in hours and days – the speed required to make a maximum impact in real-time – rather than weeks and months, the time length of typical client/agency approval processes. Urgent Genius is based on the belief that this is the only way marketers can embrace the current need for timely, clever content and stay relevant to today’s consumers. www.urgentgenius.com will go live this week. It will feature examples of Urgent Genius from around the world, as well as content ranked using iris’ unique Urgent Genius Index, which calculates true influence online based on the underlying principles of Urgent Genius. The structure of the new department will see briefs enter from all areas of iris’ integrated disciplines, which include iris’ digital, experiential and PR arms. The effectiveness of content will be measured by the Urgent Genius Index and a bespoke performance-related pay model. Urgent Genius will encompass big ideas as well as smaller tactical pieces, the development of integrated and standalone social media strategies, campaign seeding, consumer feedback management and online reputation monitoring. iris will also create its own unbranded pieces of content based on topical inspired and real-time ideas.♦

Last month Mediabrands announced the appointment of Steven Wang as Director of Application Development, Asia Pacific. Based in Guangzhou, Steven leads Mediabrands’ China Development Centre where the company already has a significant investment in software development resources. Steven is responsible for providing overall strategic direction & and delivery for software development in Asia Pacific and he reports directly to Dene Schonknecht, CIO, Mediabrands Asia Pacific. Steven joins the Mediabrands team from TAL Group, Shanghai, where he served as Department Manager of the firm’s Software Development Center. In this role, Steven managed the development and maintenance of TAL’s proprietary applications. Prior to TAL, Steven worked for Jointech Software in Shenzhen and Yinhoo Software in Xiamen. He also worked for several technology companies in Canada, including SUMmedia, Correlation Technologies and GM Solutions.♦

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