Asian e-Marketing May 2011 by MediaBUZZ Pte Ltd

May 2011

Mobile Marketing & Advertising ( Part 1 )

Mobile Marketing Association Springboard Research’s TopFo10 rum Finds Consumer Engagement Predictions in 2011, page 22 is Relationship-driven, Based on Personal and Emotional Connections. Page 35

Alcatel-Lucent’s Optism™ Yahoo: Science is Insight, Mobile Advertising Solution, Not Hindsight!, page 41 Page 27

Global Mobile Threat Study

Out ThereSecurity Media’sVulnerabiliState-of-the-art Finds ties at Advertising an all Time Highs for Mobile Marketplace, Mobile page 44 Devices, Page 17

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.

Daniela La Marca Editor-in-Chief Asian eMarketing

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

MAY 2011

INSIDE THIS ISSUE:

MOBILE MARKETING & ADVERTISING (Part 1) RESEARCH, ANALYSIS & TRENDS

Global “Living with the Internet” Study Reveals that Smartphones and Notebooks Both Have a Different Role to Play in Online Usage

Location-based Check-in Services are Attractive but Overhyped

Market for Media Tablet and eReader Semiconductors Exploded Last Year

Facebook is Shaping Up to Be a Strong Competitor to Mobile Operators

Android to Drive Doubling of Smartphone Market by 2016

Social Networking and Internet Access are Key Drivers of Mobile Content

Demand for Mobile Travel Content has Doubled in the Last Year

The Asia Pacific PC Market posts 7% YearOn-Year Growth amid Weak Consumer Spending APeJ IT Services Market Estimated to be US$ 52.9 Billion this year, according to Springboard Research Global Mobile Threat Study Finds Security Vulnerabilities at an all Time Highs for Mobile Devices

Sybase® Unwired Platform 2.0 Offers Most Expansive Enterprise Mobility Solution for Developing and Managing the Entire Life Cycle of Native and Web Apps across Key Mobile Device Platforms

Google New Resources Helps Businesses to Expand Internationally

COMPANIES & CAMPAIGNS

Mobile Marketing Association Forum Finds Consumer Engagement is Relationshipdriven, Based on Personal and Emotional Connections

Thought-Provoking Sessions Kick-off This Year’s Digital Debate at ad:tech Singapore

LEGISLATION

Privacy and Security in the new Mobile World

BUZZWORD

Location-Based Service (LBS)

APPOINTMENTS

IMPRINT

BEST PRACTICES & STRATEGIES

Location-Based Services Gain Relevance

Mobile - Taking Direct Marketing to the Next Level

Why Mobile Advertising Will Ignite a Creative Renaissance

TECHNOLOGIES & PRODUCTS

Alcatel-Lucent’s Optism™ Mobile Advertising Solution

Qualcomm’s Commercial Release of Augmented Reality Platform for Android

ADVERTISE WITH US! Take a look at our rates!

RESEARCH, ANALYSIS & TRENDS

Global “Living with the Internet” Study Reveals that Smartphones and Notebooks Both Have a Different Role to Play in Online Usage Internet users in Asia are better planning their online visits although online shopping and creative activities remain spontaneous. Wary of the addictive nature of the web, consumers across the globe are now generally trying to stay more focused and make better use of the time they spend online. These were the key findings from the ‘Living with the Internet’ study, a worldwide survey across 11 countries – Brazil, United Kingdom, France, Spain, Russia, China, India, Japan, Mexico, Canada and the US. The data was culled from 7,000 participants aged between 16 and 54 years old. This comprehensive study, a collaboration between Microsoft Advertising, MEC and Mindshare Worldwide, was designed to gain better insights on consumer’s web behaviour and how marketers and brands can tap into these insights to enhance their communication strategies. Globally, the data revealed that 79 percent of the respondents said that they had planned their activity on the Internet in advance so that they could stay more focused and do more in less time.

This figure was fairly consistent in Asia as well, with Japan topping the list in the proportion of planned visits at 89 percent. Similarly, planned activity had also outranked spontaneous activity in the two other Asian superpowers polled in the survey – China and India – which scored 76 percent and 72 percent respectively. Interestingly, this trend was somewhat curbed when it came to transactional and creative activities – with almost half of these activities said to be spontaneous in China and India. General Manager of Microsoft Advertising, Asia, Jason Scott said: “Despite the vast extent of content and endless possibilities on the web, random general surfing is on the decline in favour of a more time-efficient, planned and deliberate approach. With people being more focused on their Internet journeys, there is thought that this would raise concerns for advertisers looking to market their brands online.” “But the insights gleaned from this survey suggest that by understanding how, when and where the potential consumers spend their time, advertisers can then better engage with their target audience. It is no doubt that advertisers definitely have to work harder to get peo-

RESEARCH, ANALYSIS & TRENDS

ple’s attention with better targeting and creative strategies.” The study also ranks online consumer behaviour across six different criteria – content creation, communication, surfing, entertainment, information and transactions (a detailed breakdown of each criteria is listed in the appendix).

videos and gaming is the motivation for going online for 30 percent of all online occasions – which is significantly higher than the other two markets. Results in China and India proved similar with 18 percent of time spent on unplanned surfing, followed by transactions at 12 percent and content creation at 10 percent.

Users in Asia spend the most time communicating and seeking information Globally, communication takes up the bulk of online time, representing 32 percent of all activity, followed by information, which accounts for 22 percent. The study, however, revealed that there is a clear contrast in the types of digital content that consumers interact with, and the devices through which they access that content. •

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India has the most social Internet users in Asia. Indian users spend nearly half their online time (49 percent) on communication, followed by information seeking (35 percent) and entertainment (30 percent). Ranked lower is unplanned surfing (18 percent), content creation (14 percent) and transactions (12 percent). In China, communication takes the lead (41 percent), followed by information seeking (30 percent). Entertainment in the form of music,

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Information seeking takes a considerable lead in Japan (47 percent), followed by communication (41 percent). The rest of the online criteria determined in the survey are significantly lower with entertainment (14 percent), surfing and transactions at nine percent and creation at six per cent.

These results provide implications for marketers with regard to media placement, message and content development and budget prioritization. The emphasis for content and placement across markets such as India and China needs to be quite different to maximize engagement,” said Jon Wright, Regional Director for MEC Analytics and Insight.

sumers are using, allowing brands to modify their content by device. The study shows that across China, India and Japan, smartphones are surpassing notebooks as the main method for accessing information. Notebooks however remain the main device used for transactions and entertainment. With each device playing a different role, advertisers must customize their content and delivery dependent on their business objectives. “Consumers are becoming ever more sophisticated and conscious of using specific devices to access certain types of content at different times and locations. This is something that Microsoft and MEC will be investigating further. Marketing sophistication certainly has a way to go to keep up with today’s technology user,” Jon Wright added.♦ Source: Global study from Microsoft Advertising, MEC and Mindshare

Smartphones and notebooks both have a different role to play in online usage In addition to understanding usage behaviour, the study also sought to identify which portable devices con-

RESEARCH, ANALYSIS & TRENDS

Location-based Check-in Services are Attractive but Overhyped One of the most important developments in mobile social networking is the emergence of location-based “check-in” services of the type championed by Foursquare and quickly being copied by rivals like Facebook, according to Ovum’s new research report Mobile Social Networking: Services and Monetization. “Check-in” services have the potential to drive revenues for social networks and this is creating a lot of excitement. But Ovum warns that the buzz is tipping into hype and creating a bandwagon effect that could undermine check-in services before they have had a chance to really take off. Location-based check-in services use promotions as incentives to drive consumers to a bricks and mortar store in their vicinity where they can collect a reward or redeem discounts and special offers – a winning scenario for advertisers and consumers. “What is so appealing about this concept is that it mixes social networking and advertising in a proposition where the value benefit is obvious to consumers.” says Eden Zoller, principal analyst with Ovum’s consumer practice and author of the report. “It also uses location technology in a way that is simple, intuitive and of course social.”

The model adopted by Foursquare and others also has affinities with the one used so successfully by online social commerce provider Groupon, and this is no doubt contributing to the excitement. “We are witnessing a mobile social commerce gold rush but many of the companies coming to the market are doing so with ‘me too’ propositions. The wide availability of such undifferentiated services and growing competition could create fall-out”, advises Zoller. Foursquare is the poster boy for mobile location-based check-in services, but it is not the only one and is being joined by a growing number of players, including Facebook with its Facebook Deals service. “Facebook’s entry into the market is significant as it has the scale and influence that could make the concept mainstream,” observes Zoller. “When Facebook introduces new features its members take note and try them”, concludes Zoller.♦ Source: Ovum

RESEARCH, ANALYSIS & TRENDS

Market for Media Tablet and eReader Semiconductors Exploded Last Year According to International Data Corporation (IDC), the market for media tablet and eReader semiconductors exploded last year, and will continue to grow in the future, as content consumption truly goes mobile, providing OEMs and consumers with intelligence, storage, connectivity, and software. Worldwide revenues for Media Tablet and eReader semiconductors grew over 2,000% to $3.3 billion in 2010 as semiconductor suppliers enabled original equipment manufacturers (OEMs) to bring new products to market less than eight eight months after the iPad was launched, according to the latest consumer semiconductor study from IDC. With the arrival of Android Honeycomb, dual core processors, and increased bandwidth, IDC expects Media Tablet and eReader semiconductor revenues to grow by 120% year over year in 2011. “The opportunity for semiconductors in Media Tablets and eReaders has exploded and semiconductor suppliers are scrambling to bring to market semiconductor and software platforms to enable these products,” said Michael J. Palma, Research Manager for Consumer Semiconductor Research at IDC. “Beyond semiconductors, these suppliers are also providing OEMs with much of the system software as well as support for access into app stores, which is helping to dramatically shorten product design cycles.” Tablets are defined by their connectivity, user interface, and battery life. Semiconductor firms provide the technology to enable these features, with touchscreen controllers and sensors providing the rich user experience; baseband modems, Wi-Fi chipsets, and related integrated circuits (ICs) providing connectivity; specialized semiconductors managing the battery life; and the overall device is managed by application processors (APUs). Highlights At 99% share of APU shipments, the ARM processor architecture dominated this market in 2010 and is expected to lose only a few points in 2011 as the MIPs and x86 architectures struggle for a role in the market. Media Tablets and eReaders are two devices that share components but whose bills of materials (BOM)

are optimized for very different functions. The 2010 average Tablet semiconductor BOM was nearly one and one half times as much as the BOM for eReaders. Storage and memory ICs accounted for 40% of the semiconductor revenue opportunity in 2010, but falling prices for Flash and DRAM will drive system BOM cost reductions through 2015, leading these components' share of semiconductor costs to fall nearly in half over the forecast period. Market Outlook The appeal of Media Tablets will drive the semiconductor revenue opportunity to a five year compound annual growth rate (CAGR) of 31%. "For the next several years, we will see rapid innovation cycles for products launched into the marketplace and semiconductor suppliers will continue to satisfy evolving end user requirements over the coming years," added Palma. The IDC report Worldwide Media Tablet and Semiconductor Forecast: The Explosion of an Opportunity provides worldwide revenue forecasts for application processors, Flash and DRAM, connectivity, display related sensor power management, and other semiconductor categories for Media Tablets and eReaders. The report also includes semiconductor bill of materials (BOM) for the two system categories, as well as a unit shipment forecast of application processors by architecture.♦ Source: IDC

RESEARCH, ANALYSIS & TRENDS

Facebook is Shaping Up to Be a Strong Competitor to Mobile Operators Facebook is shaping up to be a strong competitor to mobile operators that are in danger of underestimating the threat it poses, according to Ovum. In their new report Mobile Social Networking: change drivers & key players the independent telecoms analyst states that Facebook is much more than a social network – this is just a starting point and its domain spreads much wider. However operators are being slow to wake up to the extent of Facebook’s ambitions and tend to view it as a benign, non-competitive presence that they are keen to form partnerships. Eden Zoller, author of the report and Ovum principal analyst, said: “Facebook is encroaching directly on mobile operator territory and should not be underestimated”. “It has come a very long way since it first launched Facebook Mobile in 2006. It is now a force to be reckoned with in mobile with over 200 million users interacting with the service via mobile phone. It is much more than a social network and is better viewed as an increasingly rich platform for communications and content. Facebook wants to integrate with everything and be the main way that people consume and share information, anywhere and on any device.” Facebook has made several moves that have placed it in competition with mobile operators. It has an integration deal with Skype for voice communications and in November 2010 unveiled an email offering. Meanwhile, it is turning increasing attention to location-based services with its Places platform and is pushing into mobile advertising in the shape of the Facebook Deals ‘checkin’ service. Facebook apps dominate app stores across most smartphone operating systems.

Zoller continued: “There is also intense ongoing speculation that Facebook will come out with its own phone, which in some respects would be the final piece of the puzzle. However, we don’t think that Facebook is in any rush to launch its own hardware just yet, although it could be interested in working with partners on a customised device platform. This would in effect make Facebook a social operating system.” Despite this competition from Facebook, mobile operators are keen to partner with it, for example by offering easy access to its services and address book integration. Zoller added: “While there are good reasons why operators should wish to partner with Facebook, they should be more alert to the fact that it is shaping up to be a strong competitor. It is only by understanding Facebook fully that operators can engage with it effectively, be that on a collaborative or competitive basis.” Just last year Facebook expanded its footprint in Asia, by opening a new office in Singapore to tap on the fast growing number of advertisers and users in this region. They are considering plans to launch more offices in northeast Asia, having offices in places like Tokyo and Malaysia already, which focus however on developers and engineering and not on regional media buyers and agencies. Facebook has 500 million users, logging on in over 70 languages worldwide and has therefore started to translate their site into various Asian languages and dialects, which have delivered incredible results. Facebook’s spokesperson said that many of its users access its site from a portable device, but that the company is nevertheless not planning to launch a mobile phone any time soon, although they have over 200 million people around the world now using Facebook on the mobile, growing at a faster pace than PC usage.♦

RESEARCH, ANALYSIS & TRENDS

Android to Drive Doubling of Smartphone Market by 2016 The Asia Pacific smartphone market will double in size by 2016 to hit shipments of 200 million, predicts Ovum in a new forecast. Globally, it will hit 653 million shipments, accounting for some 30% of shipments derived from the Asia Pacific market. Android will drive the growth and will emerge as the dominant platform, dramatically outperforming Apple with a massive 20 percent lead on market share, finds the independent telecoms analyst. Ovum principal analyst Adam Leach predicts that smartphones will grow at a compound annual growth rate of 12.5 percent between 2010 and 2016 and will account for approximately 32 percent of the mobile phone market in Asia Pacific alone, saying: “The smartphone market will see significant growth over the next five years, once again outperforming the wider mobile phone market. We will see dramatic shifts in dominance for smartphone software platforms, with Android storming into the lead with 38 percent market share, compared to Apple iOS’ 19 percent, by 2016 in Asia Pacific alone”. Leach continues: “The success of the Android platform is being driven by the sheer number of hardware vendors supporting it at both the high and low ends of the market.”

According to Leach, Ovum expects at least one other platform to achieve mainstream success within the forecast period. This could be an existing player in the market such as Bada, WebOS, or MeeGo, or it could be a new entrant to the market place. He believes further that the partnership between Nokia and Microsoft has redrawn the smartphone market and will result in a significant reduction in shipments of Symbian-based handsets as Nokia transitions to Windows Phone as its primary smartphone platform. However, Nokia still expects to ship 76 million Symbianbased handsets so there will be shipments beyond 2012 and in some regions into 2016. Leach continued: “For Microsoft the deal provides a committed handset partner that has the potential to make Windows Phone a mainstream smartphone platform. The risk to Microsoft is that other handset makers may choose not to compete with Nokia and may turn their backs on Windows Phone.”♦

According to Ovum’s forecast, just behind Apple iOS will be Windows Phone, with 22 percent market share by 2016, followed by BlackBerry OS, with nine percent.

RESEARCH, ANALYSIS & TRENDS

Social Networking and Internet Access are Key Drivers of Mobile Content Consumption Singapore, with the world’s third largest penetration of smart phones, is at the forefront of the changing world of mobile. Presented in Singapore today, TNS Mobile Life shows that Singaporeans are demanding more from their devices than ever before with a clear focus on what is on the phone rather than the phone itself. This marks an opportunity and a challenge for companies looking to get a piece of the local market. Singapore seen as an indicator of global mobile trends The TNS Mobile Life study revealed that Singapore, which has the world’s third highest penetration of smartphones (72%), more than twice that of developed Asia, is one of the most active and demanding countries. Singaporeans do more on their mobile devices in every aspect of mobile activity, surpassing the global average twice in terms of mobile internet access. The

range of activities that Singaporeans want to do with their phones are also more advanced in comparison to their global counterparts. This is driven by a high demand for social content, location-based services as well as functionalities that enable ‘anytime anywhere’ access to services. “You only have to travel on the MRT to see how much those of us in Singapore rely on mobile devices at every point of the day”, said James Fergusson, Managing Director, Global Technology Sector, TNS. In fact Singapore is the top Asian country in terms of mobile device ownership and one of the most advanced in terms of mobile adoption which makes it the ideal testing ground for new solutions and content. “What we’re seeing here is a glimpse into the future of other countries round the world,” Fergusson added. Accessibility to social content an increasing key consideration in device purchases More than one in four global consumers stated that

RESEARCH, ANALYSIS & TRENDS

content and apps are a key consideration at the point of purchase, and 61% of Singaporeans agree with this. However, handset brand is still considered an important factor in product decision making across developed (44%) and emerging (77%) markets. Fergusson continued, “The real interest comes when you see how and what Singaporean users rely on in their mobile devices. Across the board, Singaporeans are more active users of core services from SMS (98% in Singapore vs. 74% in developed Asia) to mobile internet (62% in Singapore vs. 31% globally).” Singaporeans also vary when it comes to drivers for future product choice, demonstrating a clear interest in a wide range of services. Social networking applications are increasingly important with Facebook being the number one accessed website on mobile devices in Singapore. Video calling is set to grow with 52% of those surveyed stating an interest in the technology.

Demand for tablets on the rise but not necessarily at the expense of other devices Tablets are adding to the number of smart devices available across all markets, generating substantial momentum, with intended ownership rates at 15% globally. Singapore once again showed extraordinary results, with 42% of Singaporeans indicating interest in buying one within the next six months. Seventy-six percent of those potential tablet owners intend to buy it as an additional mobile device rather than as a replacement. “If you look at when Singaporeans are using their devices it also throws up some interesting information,” added Fergusson. “You see a massive spike in mobile usage during the daily commute and in the late evening, while all mobile activity dips dramatically as Singaporeans eat dinner. However, the statistics suggest that those of us in Singapore are sharing lunch with distant friends and relations, hence the level of social networking in-

creases around lunchtime each day.” Now into its sixth year, TNS Mobile Life is the result of more than 25,000 hours of interviews with over 34,000 respondents in 43 countries. TNS Mobile Life has set a precedent in its scope, depth and breadth of information on mobile consumers’ behavior and decision influencers. It provides a complete understanding of consumer experience with mobility today as well as insights on how this will change tomorrow, which is increasingly vital to companies competing for a piece of the highly lucrative mobile consumer market and for those who want to reach out to their consumers in a more meaningful and compelling way.♦ Source: TNS Mobile Life www.discovermobilelife.com

RESEARCH, ANALYSIS & TRENDS

Demand for Mobile Travel Content has Doubled in the Last Year The number of consumers accessing travel information via mobile devices when on holiday has doubled in the last year, according to a global survey of 1,700 people carried out by digital travel content specialists, Frommer’s Unlimited, the B2B business of Frommer’s®, a branded imprint of Wiley.

cated travel content and, more often than not, they are relying on this content to guide them through an unknown destination. Businesses need to respond to this by bypassing the gimmicks and offering reliable and trustworthy mobile travel content that can offer immediate up-to-date answers to the questions that consumers have when on holiday.”

Fifty-two percent of respondents said that they were most likely to access travel information on their mobile devices when travelling, compared to 27% in 2010. Respondents aged between 18 and 34 were the biggest advocates, with 72% of this age group accessing mobile travel content on holiday, compared to only 48% in 2010.

When selecting a holiday destination, respondents rated “things to do” (92%) as the most influential factor, followed by “price” (86%). This suggests that consumers are feeling more economically stable than last year when “price” was rated as the most influential factor.

The survey also revealed the top six types of mobile travel content that consumers want when on holiday. The most important function is seeing points of interest like attractions, restaurants and shops on a map (57%), followed by key phrases in local languages (55%), local offers (51%), itineraries and walking tours (50%), local etiquette and customs (49%), and tipping and currency converters (45%). Interestingly, the 18-34 age bracket expressed an increased interest in accessing information related to local etiquette and customs and it ranked as the third most important type of content for this age group. Giles Longhurst, Frommer’s Unlimited director Europe, Middle East and Africa unveiled the survey results at the Travel Distribution Summit organised by Eye For Travel in London today and said: “The rise of the smartphone and the launch of the iPad since our last survey have clearly led to a more prominent demand for mobile content. Consumers are expecting instant, sophisti-

In terms of influencing holiday decision making, the survey revealed that user reviews on travel websites and travel guidebooks are equally important with 81% of consumers considering them very influential. Editorial content on travel websites came a close second with 80%. Social media has become more notably important in holiday decision making, with 36% of respondents considering online social networks as influential, compared to 22% in 2010. This indicates that using social media as a means of planning travel will be increasingly important to businesses. Businesses should also look to engage with holidaymakers via social networks when they return home as over half (51%) of all respondents indicated they are likely to post a hotel review online, and over one third of all respondents would post travel photos (38%) or share their travel experiences on Facebook (33%). The survey revealed that travellers are increasingly

RESEARCH, ANALYSIS & TRENDS

more reliant on digital content in all phases of the travel cycle, considering many types of information as influential to their decision making than in prior surveys. The most common time to look for destination information online continues to be before deciding where to go (93%); however, over 77% now look for destination information online when booking accommodation and flights, compared to less than 48% in 2010. There have also been significant rises in demand for destination content after booking but before leaving, while on holiday and after returning.

When planning a holiday consumers ranked “description destinations” and “special offers and deals” as the most important travel content, with 88% each. At the booking stage, “maps of destinations” (83%), is the most important closely followed by airport transportation information and city or resort guides (81% each). After booking but before travelling consumers rated weather as the most important information (85%), followed by attractions, events and maps (84% each).

consumers continue to encounter many negative experiences on travel websites. The most common problems are confusing websites, poor site navigation and insufficient destination information, with 58% each. This suggests that by addressing these common complaints, businesses could benefit from opportunities to engage successfully with consumers before, during and after their holiday.♦ Source: Frommer’s® Unlimited, a branded imprint of Wiley

Despite this increased demand,

RESEARCH, ANALYSIS & TRENDS

The Asia Pacific PC Market posts 7% Year-On-Year Growth amid Weak Consumer Spending International Data Corporation (IDC) reports that the PC market in the Asia Pacific region (excluding Japan) grew 1% sequentially and 7% year-on-year in 2011 Q1, reaching now 26.8 million units. Consumers remain distracted by inflation and competing product categories like Media Tablets. Fortunately, countries like Indonesia and Korea were stronger than expected, but the weight of China and India kept the whole region from exceeding IDC's forecasts. "Inflation and other competing consumer devices are not the only rea-

sons weakening PC market growth, as supply chain risks due to the recent earthquake in Japan also add uncertainty to the market," said Bryan Ma, Associate Vice President for Client Devices Research at IDC Asia Pacific. "Still, commercial spending is expected to improve later this year to help keep the region moving to around 10% growth in 2011", he added. Despite the Lunar New Year slowdown in its home market of China, Lenovo remained the top vendor in the region, with its market share higher than the same period one year ago.

HP was down in unit terms compared to its performance last year, but at least it finally managed to arrest its share losses through a recovery in countries like China. Dell's regional share rebounded from last quarter with strong performances in both China and India markets. ASUS too, was able to gain ground through on-going channel expansion to lower tier cities in China.â&#x2122;Ś

Table: Asia Pacific (ex. Japan) PC Shipments by Vendor in 2011 Q1 (Preliminary) vs. 2010 Q4 and 2010 Q1

14 Note: Founder's shipments are included under Acer from 2010 Q4 onwards.

RESEARCH, ANALYSIS & TRENDS

APeJ IT Services Market Estimated to be US$ 52.9 Billion this year, according to Springboard Research The total Asia Pacific excluding Japan (APeJ) IT Services spending in 2011 is expected to grow by 8.7% over 2010 riding on dual waves of outsourcing services (especially on the application side) and new IT projects specifically on “Cloud” and “Smart Infrastructure”, finds Springboard Research, a leading innovator in the IT Market Research industry that has been just recently acquired by Forrester.

“The high skew towards discrete services in the region clearly highlights the fact that the IT services market in APeJ is still in the maturing phase as opposed to some of the more mature economies of the West and Europe where outsourcing services can constitute close to 50% of the total IT Services spend”, noted Seepij Gupta, Associate Research Manager - IT Services at Springboard Research.

The Springboard Research report APeJ IT Services Report - 2010 analyses the prevalent trends in the IT Services market along with market sizing, forecasts, key service providers with rankings and key IT solutions trends. It also highlights the future “mega trends” that are expected to shape the IT Services market in 2011. The report further found that the market is estimated to reach $52.9 billion by 2011, with China, Australia and India contributing 72% to the total spending and shows that 64% of the IT services spending come from discrete services, majorly infrastructure support and integration related services and the remaining 36% from outsourcing services.

For more mature IT markets such as Singapore and Australia, growth is primarily led by investments into new technologies such as Cloud services and Smart Infrastructure. Some developing countries like India and China are also leapfrogging and adopting these new technologies and business models while driving the markets’ volume, thanks to a fast adoption of more traditional services such as managed services (India) and IT outsourcing (China). These cumulatively drive the growth of IT Services in the region. Going forward, Springboard Research expects the IT services market in APeJ to continue its rapid develop-

RESEARCH, ANALYSIS & TRENDS ment and maturation which will be driven by:

process,

1. Shortage of resources and skills: Recruiting, training and retaining qualified IT personnel is becoming a major challenge for end user organizations and they are increasingly opting to outsource the management of their IT assets (both infrastructure and applications) to one or several third party service providers. 2. Complex IT environments: As the IT sprawl of organizations continue to grow and become more complex with new technologies being adopted, it is becoming increasingly difficult for the organizations to manage their IT effectively and efficiently. This situation calls for access to best-of-breed functionalities and services which a service provider can provide. Springboard Research expects IT consulting services in particular to benefit from this trend. Innovations in the Managed Services space: Springboard Research believes that 2011 will see an expansion of managed services beyond basic infrastructure management to include more application‐ related services. As more organiza-

tions seek to reap the benefits of a better integrated approach to managed services, there will be a clear move towards application outsourcing that combines infrastructure and application management to yield better application performance at a lower cost. As this trend continues to gain strength, the lines between SaaS and managed services will increasingly blur. Proliferation of “Everything-as-aService” As cloud computing continues to gain market prominence, everything is increasingly being packaged/productized as a service to replace CAPEX outlays in favour of more variable OPEX spending. Perhaps too easily dismissed as a cheap marketing ploy, this dynamic is really a reflection of client demands for far greater flexibility, predictability and time‐to‐market when investing in information technology. These new delivery models and methodologies enable service providers to help their clients be smarter about the way they consume IT, and for instance to link the maintenance costs of their IT systems to the value generated by the processes and supported by these systems. “These emerging trends

will not only benefit the clients, as they pay only for what they consume, but will also help the IT services market to mature to a whole new level”, noted Fred Giron, VP IT Services, Springboard Research. “Springboard Research strongly believe that this shift to new services will transform the way IT is delivered and consumed and moving forward, “as-a-service” will be an integral element for almost everything IT consumed by organizations”, Mr. Giron added.♦ Source: Springboard Research

RESEARCH, ANALYSIS & TRENDS

Global Mobile Threat Study Finds Security Vulnerabilities at an all Time Highs for Mobile Devices Juniper Networks has found in their recent study of global mobile threats that enterprise and consumer mobile devices are increasingly exposed to a record number of security threats, which include an alarming 400 percent increase in Android malware and highly targeted Wi-Fi attacks. By looking into recent malware exploits, the study has both outlined several new areas of concern and provided recommendations on essential security technologies and practices to help consumers, enterprises/ SMBs, and governments to protect themselves from mobile device exploits. As smartphones will soon take over from PCs as the personal and professional choice for computing, cyber criminals are looking to exploit mobile device weaknesses. The gap between hacker skills and an individual’s or organization’s defences is widening which highlights the need for increased mobile security vigilance, as well as stricter, more tightly integrated mobile security policies and solutions.

“The last 18 months have produced a non-stop barrage of newsworthy threat events, and while most had been aimed at traditional desktop computers, hackers are now setting their sights on mobile devices. Operating system consolidation and the massive and growing installed base of powerful mobile devices is tempting profit-motivated hackers to target these devices,” Jeff Wilson, Principle Analyst, Security at Infonetics Research. “In a recent survey of large businesses, we found that nearly 40 percent considered smartphones the device type posing the largest security threat now. Businesses need security tools that provide comprehensive protection: from the core of the network to the diverse range of endpoints that all IT shops are now forced to manage and secure.” Malicious Mobile Threats Report 2010/2011 was compiled by Juniper Networks Global Threat Center (GTC) research facility, a unique organization dedicated to conducting around-the-clock security, vulnerability and malware research tailored specifically to mobile device platforms and technologies. The GTC has tracked ever more sophisticated attacks from 2010 and 2011, such

RESEARCH, ANALYSIS & TRENDS

as, Myournet/Droid Dream, Tap Snake and Geinimi as well as the pirating of the “Walk and Text” application, new threat vectors for mobile cybercrime, and the potential for exploitation and misuse of mobile devices and data. Key Report Findings Include:

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App Store Anxiety: The single greatest distribution point for mobile malware is application download, yet the vast majority of smartphone users are not employing an antivirus solution on their mobile device to scan for malware. • Wi-Fi Worries: Mobile devices are increasingly susceptible to Wi-Fi attacks, including applications that enable an attacker to easily log into a victim’s email and social networking applications. • The Text Threat: 17 percent reported that infections from SMS Trojans sent SMS messages to premium rate numbers, often at irretrievable cost to the user or enterprise. • Device Loss and Theft: 1 in 20 customer devices were lost or stolen, requiring locate, lock or wipe commands to be issued. • Risky Teen Behavior: 20 percent of all teens admit sending inappropriate or explicit material from a mobile device. • “Droid Distress”: The number of Android malware attacks increased 400 percent since summer 2010. “These findings reflect a perfect

storm of users who are either uneducated on or disinterested in security, downloading readily available applications from unknown and unvetted sources in the complete absence of mobile device security solutions,” said Dan Hoffman, Chief Mobile Security Evangelist at Juniper Networks. “App store processes of reactively removing applications identified as malicious after they have been installed by thousands of users is insufficient as a means to control malware proliferation. There are specifics steps users must take to mitigate mobile attacks. Both enterprises and consumers alike need to be aware of the growing risks associated with the convenience of having the Internet in the palm of your hand.” In order to guard against growing mobile malware threats, the report recommends the following:

oversee and control pre-adult mobile device usage and protect against cyberbullying, cyberstalking, exploitative or inappropriate usage, and other threats For Enterprises, and SMBs:

•

For Consumers:

•

• • •

•

Install an on-device antimalware solution to protect against malicious applications, spyware, infected memory cards, and malware-based attacks on the device. Use an on-device personal firewall to protect device interfaces. Require robust password protection for device access. Implement anti-spam software to protect against unwanted voice and SMS/MMS communications. For parents, device usage monitoring software can help

• •

Governments

Employ on-device anti-malware to protect against malicious applications, spyware, infected memory cards and malwarebased attacks against the mobile device. Use SSL VPN clients to easily protect data in transit and ensure appropriate network authentication and access rights. Centralize locate and remote lock, wipe, backup and restore facilities for lost and stolen devices. Strongly enforce security policies, such as mandating the use of strong PINs/Passwords. Leverage tools to help monitor device activity for data leakage and inappropriate use. Centralize mobile device administration to enforce and report on security policies.♦

Source: Juniper Networks report “The Malicious Mobile Threats Report 2010/2011"

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Location-Based Services Gain Relevance Many people look at technical changes askance or often they even reject it from the beginning. So, it is no surprise that it took location-based services a bit time before it was adopted by the mainstream as an enhancement of the mobile channel for marketing measures. The continuing hype around mobile can easily mislead us to neglect the basics with regards to content. Only those who understand the advantages and innovative nature of this medium can use mobile marketing in an all-encompassing way, as Tomi T. Ahonen, the popular author, consultant, and motivational speaker who recently attended the MMA Forum in Singapore, always emphasizes. He notes that most experts focus exclusively on the aspects of the mobile device as being the most personal medium in the world. Unfortunately, their approach often falls too short by mistaking the "most personal medium" with "personallytailored advertising channels", although the importance of an "opt in" is always pointed out.

Ahonen opens up other perspectives by explaining how mobile changed the world by giving us his seven aspects that make the medium and hence mobile marketing unique:

1. Mobile is generally regarded as the first personal mass media; It is the only medium that is always carried around; It is always on; No other medium has a built-in payment function; Only mobile phones are always available at the â&#x20AC;&#x153;point of creative inspirationâ&#x20AC;?; 6. No other medium can determine as accurately any given target group; 7. Only mobile devices can also measure the social context of media consumption. These seven points provide mobile devices an additional qualitative dimension that did not exist in this form before. When taking a closer look at the truly unique features of the medium it becomes pretty fast, and pretty clear that location-based services (LBS) will become more and more relevant for advertisers and

2. 3. 4. 5.

BEST PRACTICES & STRATEGIES

retailers as they are now commonly used and provide the opportunity to target specific users of the mobile Web at the point of sale. Groupon already goes a step further and sells location-based deals in real time. Starting in the US, Grouponâ&#x20AC;&#x2122;s new service offers its users the chance to redeem coupons acquired immediately and not just the next day. They note that this is the next logical step in expanding their offerings on mobile phones by providing immediate location-based services including mobile couponing. Merchants and restaurants can steer the way their mobile campaigns are targeted by offering promotions, for instance, only outside peak hours.

The recently published figures of the search engine giant Google are no less spectacular with sales in mobile advertising breaking the one billion dollar margin. In particular, the positive acceptance by the consumer, combined with the versatility and predictability of promotional success, will see couponing playing a major role in the mobile advertising market, which is a good reason to obtain a clearer picture of this ever changing environment and its concepts, actors and evolving technologies. Coupons are used for short-term sales promotions in the retail and consumer goods industry and have established them as a concept in performance marketing. While mobile couponing has not revolution-

ized the classical concepts such as "buy-one-get-one-free", percentage discounts or free products, it has extended its applications with features such as location-based services, involvement in social media, interest-driven targeting, redemption in real time, and their continued availability on smartphones. With the progressive spread of mobile devices, more and more providers will enter the market and offer different approaches in the implementation of mobile solutions.â&#x2122;Ś By Daniela La Marca

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Mobile - Taking Direct Marketing to the Next Level The mobile channel is having a significant and positive impact on direct marketing. In fact, with the integration of the mobile medium, marketing has never been so direct, interactive and engaging. Whether delivering communications straight to the consumer via the mobile device or using mobile to enhance traditional direct marketing channels, brand communications incorporating a mobile element are making direct marketing more immediate, targeted and successful than ever before and are allowing consumers to act on the point of impulse. Consumers have an increased expectation of the ability to instantly interact with brands and organisations, and for many, mobile represents an access point that allows them to get the things they want, when they want. This expectation presents an opportunity for marketers to interact with the target consumer on a one to one, contextually relevant basis that cannot be overstated. Mar-

keters should consider how they will deliver that instant interaction and what happens when they open up a two way dialogue with consumers. Often the intention of marketing has been to interrupt consumers and invite them to follow a call to action traditionally to access a website, make a phone call or go in-store. But now, rather than interrupt, a brand can enhance the consumer experience and foster a relationship built on interaction and value. All consumers have to do is click on a link, download an app, text a short code, or scan a mobile barcode to access a wealth of multimedia information or achieve an instant connection with the brands of their choice. If that information or interaction offers value based on utility or entertainment then the interaction is likely to be a success and repeated. Offering that relevance and value is also made more achievable with mobile, enabling marketers to incorpo-

BEST PRACTICES & STRATEGIES

rate contextual relevance into their communications, ensuring that content is tightly tailored to the consumer according to who they are, where and when they are and also what they are doing. The mobile channel offers a greater level of targeting and the ability to deal with everyone as individuals, while location-based services allow marketers to know where an individual is and what time of the day it is. Mobile can also allow a marketer to understand the need and state of individuals based upon what they are doing on their handsets. With all the options that the mobile device presents, the traditional techniques of direct marketing are now taking a new direction as mobile calls to action or mobile executions provide instant engagement.

Indeed, research has shown that ad awareness increases when delivered via mobile, whilst incorporating a mobile call to action in advertisements not only increases a consumerâ&#x20AC;&#x2122;s likelihood to respond, but also the likelihood of them then making a purchase. In this way, brands using mobile are achieving significant cut through in a cluttered marketplace and reaching the consumer in innovative and relevant ways. By using mobile, brands can inform and influence purchase decisions, whilst also fostering a rich, engaging, long-term consumer relationship as no other channel can. Consumers develop an active relationship with brands as they can easily interact with the product, the digital content and the brand itself.

Who knows what the future holds for direct marketing? What is certain is that the incorporation of mobile holds huge potential for consumer targeting and engagement and therefore campaign effectiveness. The inclusion of a mobile execution or a mobile call to action not only creates a direct response mechanism that consumers will be more likely to interact and engage with, but it also enables brands to create communications that are targeted based on real consumer need, location and time. Combining this with the ability to accurately gauge the effectiveness of a campaign or a specific channel, will allow brands to maximise their marketing spend, and deliver marketers a truly winning mix.â&#x2122;Ś

Mobile also pays dividends in terms of campaign analytics, increasing the traceability in terms of ad delivery, ad impressions, and clicks in real time, as well as a wealth of resulting information about who and where the consumer is in order to gauge the effectiveness of the campaign. Brands can also track multiple different channels in order to monitor where the responses have originated from, allowing marketers to determine the cost effectiveness of various channels and correctly allocate marketing budget to ensure maximised return on investment.

Paul Berney, CMO and Managing Director for EMEA, Mobile Marketing Association

BEST PRACTICES & STRATEGIES

Why Mobile Advertising Will Ignite a Creative Renaissance teve Jobs said, “Most mobile advertising really sucks.” We at InMobi agree and while our approach may be different than that of Mr. Jobs, it’s impossible to deny that iAd brought some much-needed attention to mobile creative execution.

time you saw a PC banner ad that you actually remember?” and I usually answer this myself with, “Never.” On mobile things are going to be different.

We are convinced the important differences between mobile and the PC Web will spark the re-emergence of creative as a driving force in digital advertising.

Creative with high production values has already had a huge impact in the mobile advertising space. iAd alone doubled the spending on mobile display in the US and this demonstrates a real pent-up demand for high quality creative in the mobile channel. Advertisers driven by the demise of television viewership, the failure of creative on the PC Web, and the success of performance base advertising in digital, now see a golden opportunity to leverage the creative potential of mobile devices.

Creative’s impact on advertising is well understood and has been the focus of agencies for almost all of the 20th Century. As advertising began its migration to the PC Web expectations were sky high. Sadly instead of ushering in a new era of creativity, Internet advertising creative has earned a tarnished reputation.

Mobile advertising ignites a creative renaissance

Why creative on the PC Web failed Creative on the Internet is generally viewed as either a nuisance, with the continued persistence of unfriendly formats such as pop-up windows or it is seen as purely factual and mundane, lacking any emotional impact. For example, formats such as Google search ad copy or tiny graphical ad badges offer little opportunity for creative talents to shine. To illustrate this point I sometimes ask audiences when I speak, “When was the last

Creative did not work on the PC Web like it did in television for a variety of reasons. Initially the PC Web did not support animation, video, and website designs were visually austere, and progressed only to become more cluttered and confusing. The least quantifiable and what I believe is the most impactful reason why advertising creative never evolved, is the nature of the content that drove the PC Web’s success.

BEST PRACTICES & STRATEGIES

The PC Web is primarily a factbased medium. Consumers love to “Google” facts and figures, look-up information in Wikipedia, read the news online, get driving directions, research major purchases, browse travel sites, the list is endless – sadly all these tasks are just fact based searches. The entire medium lacks a major element that has traditionally made advertising on television so compelling and that essential element is storytelling. The lack of storytelling is what drove PC Web advertising to be entirely fact based. Performance based ads with compelling offers and coupons succeeded, because the PC Web became synonymous with factual content. There was no place for any story to be told. Mobile, your personal entertainment destination Mobile content on the other hand is almost entirely entertainment or

story based. Games are by far the most popular form of content on the iPhone. The charts on the iTunes store are dominated by games and entertainment apps. With the monumental success of Angry Birds, this game alone is poised to define the medium, much in the same way Pac-Man did for early video games. Consumers will clearly see soon this division of content by device. The PC will be relegated back to the office, and will survive purely as a mundane business machine, relegated to dull, serious tasks. The smartphone will be the “fun place”, where you go to relax and be entertained – exactly like television. What does this mean for advertisers?

the content. While we have seen movies and games pioneer mobile advertising, youthful brands, such as athletic apparel and inexpensive cars have been quick to follow. In 2011, as the smartphone moves from the early adopter to the mainstream, expect to see more conservative brands embrace mobile and its creative potential.♦ By Gregory Kennedy, Head of Developer Community, InMobi This is a part of InMobi’s thought leadership whitepaper series from the Mobile World Congress 2011 which focuses on concepts that will define the next phase of mobile advertising.

For advertisers this means high impact creative execution will be the new standard on mobile devices. Consumers will expect the advertising to be as entertaining as

TECHNOLOGIES & PRODUCTS

Alcatel-Lucent’s Optism™ Mobile Advertising Solution During the MMA Forum in Singapore earlier this month, Asian e-Marketing was fortunate to have the chance to interview Mr. Avtansh Sharma, APAC Advertising Solutions Director for Alcatel-Lucent on their Optism™ Mobile Advertising Solution. Their Optism™ Mobile Advertising Solution offers, according to him, an innovative business model and creates mobile media that supports permission- and preference-based targeting, so mobile users can engage in conversations with their favourite brands and advertising inventory is aggregated across multiple mobile networks to provide the reach valued by brands, enabling their clients to play a significant role within the mobile advertising ecosystem. A key feature of Optism is its media arm which interfaces with brands and media agencies on behalf of Alcatel-Lucent’s clients’ to resolve relationship gaps. As a new business model, the Alcatel-Lucent Optism Mobile Advertising Solution goes beyond simply providing technical capabilities to offer go-to-market support, and media sales and campaign support to advertisers. Brand communications are delivered via interactive SMS and MMS messaging, offering an innovative way to grow revenues by improving subscriber experiences. The Optism Mobile Advertising Solution serves the needs of three distinct groups:

1. Mobile Operators - by enhancing the value of your media inventory, so you can become a full participant in the mobile advertising value chain. The Solution creates responsive and targeted, highreaching media that is particularly valued by advertisers. The media is then made readily available to advertisers. 2. Brands, marketers, media buyers and sellers - by providing access to a highly responsive, scalable and effective dialogue media that is permission and preference-based and can be targeted to specific user profiles. Media buyers and sellers access a simple interface for booking campaigns and receiving consistent reporting. A single entry point provides access to the inventory of multiple mobile operators. 3. Subscribers - by providing them with valuable information and offerings from the brands they are most interested in, while enabling them to retain control of their personal information and preferences. Subscribers' privacy is always safeguarded. The Optism Mobile Advertising Solution encompasses everything needed to participate in the growing mobile advertising opportunity. It establishes a global ecosystem that connects with media agencies, advertisers and marketers, which in turn enables advertisers and marketers to connect with their subscribers and engage them in relevant conversations with the brands that interest them. Each member of the ecosystem shares in the revenue generated from the mobile advertising opportunity.

TECHNOLOGIES & PRODUCTS

edge on how the advertising and media industry works, which triggered the decision to invest in getting the right people on board. Alcatel-Lucent has since then worked hard with their peers in the advertising industry to find out and understand what would work and what are the key requirements for operators.

At the heart of the Alcatel-Lucent Optism Mobile Advertising Solution, is a hosted advertising platform that connects directly into the clients’ network, enabling advertisers to easily book campaigns across multiple mobile operators. The platform relies on a scalable, open architecture with a plug and play approach for mobile operators and providing the following components for performance:

•

IT & Security - The VPN tunnel connecting your network to the platform via the Internet is protected against unauthorized use of your information and network resources. Ad Delivery Server - Preintegrated Alcatel-Lucent SMS and MMS gateways and ad delivery adaptors simplify the integration of your infrastructure with the Solution platform and reduce the traffic load generated by dialogue messages. Media Inventory Booking Tool Media agents use this tool to book campaigns according to the geographic region and specific audience segment they want. Campaign and Inventory Manager - Media sellers use this tool to build different types of campaign templates. This tool also tracks what is being purchased and when, so AlcatelLucent can ensure the traffic load imposed on your network stays within bounds. Reporting and Invoicing - For media sellers, the Solution generates a report detailing the performance of a completed

campaign, which is sent along with an invoice for the campaign. You also receive a report of any activities reaching your subscribers. • Dialogue Manager and Ad Selection Server - A scripting tool that enables advertisers to build messaging dialogues with subscribers. The Ad Selection Server can also be integrated with your applications to create a targeted ad for a given purpose. Sharma explained: “What we do in Optism is that we offer it as a fully hosted and a managed solution to the operators which they can offer as a new lifestyle service available to their subscribers instead of all the spam they end up receiving today”, adding: “Today the information flows much faster than through the traditional media and the way people now look for information or receive information has completely changed. So this is where messaging is a very important and powerful channel, where operators can have complete control and we want them to get the real value out of it. Therefore Optism is continuously profiling mobile users on a dynamic basis, as we are aware that consumers’ preference change constantly.” The Mobile Advertising Solution was actually launched last year during the MMA Forum after three years of hard and extensive work with the advertising industry, according to Avtansh Sharma. Alcatel -Lucent already then realized that the operators, although they have the audiences, didn’t really know how to monitor mobile users and in general did not have deep knowl-

“So this is where we not only bring the technical solution to the operators, we have built up the capability to help them, by launching this particular opt-in service towards their subscribers, explaining how to offer and how to maximize opt-in from the subscribers, how to get their attention, and further to that managing the complete profiling for them. Apart from that, on the other side, we bring on board media selling and buying relationships, depending upon the media landscape in any one country we partner with the local media sellers, which is very important as they know the pulse of the market”, AlcatelLucent’s APAC Advertising Solutions Director revealed. According to him, MMA is bridging the two industries of telecommunication and marketing/advertising, which is quite a challenge and he praises their on-going work. Emphasizing again that mobile has to provide targeted reach, it is often more a matter of where and which of the markets are mature enough for this from a financial point of view. In certain emerging markets, the advertising spend is so low that operators would not be able to start right away as there isn’t any economy of scale. However, the outlook for mobile marketing is extremely positive, and is confirmed by data from mobile ad networks and ad spending trends, due to key factors that bring mobile marketing a step forward which are smartphone penetration, mobile Internet usage and unlimited data plans.♦ By Daniela La Marca

TECHNOLOGIES & PRODUCTS

Qualcomm’s Commercial Release of Augmented Reality Platform for Android Juniper Research expects Mobile Augmented Reality (MAR) to generate global revenue of US$1.5 billion by 2015, due to the increase in Augmented Reality (AR) enabled smartphones, which went from eight million in 2009 to 100 million in 2010. MAR solution provider have, in fact, been around for quite some time, and probably the best known are Layar, Junaio, and Wikitude, but now a big player, Qualcomm, has entered the market. The company introduced its Augmented Reality Platform for Android smartphones that enables developers to create ARbased applications and market them commercially. The Qualcomm AR solution offers a new interactive entertainment and information platform, where developers can build, with its rich feature set, highperformance, interactive 3D experiences on real world images, such as those used in print media (books, magazines, brochures, tickets, signs) and on product packaging. The award-winning AR platform enables a broad range of experiences that entertain, engage and inform consumers with a new form of interactive media. The platform supports multiple development environments: the AR Android Software Development Kit (SDK) of Qualcomm with the Android tool chain and

SDK as well as NDK enables development in Androidknown environments. Through a special AR-extension with the Unity 3 tool, games can be developed much faster. Moreover, there is a web application to create and manage different image resources, which can be used with both development environments. Thanks to Qualcomm’s innovations in advanced computer vision algorithms and close integration of hardware and software, the effect of this performance is a higher fidelity user experience in which graphics content appears more real against a real world background. While applications built on the platform will run on all Android smartphones using Android 2.1 or above, optimal performance will be delivered on phones using Qualcomm’s Snapdragon chipset. With more than 6,000 registered developers, the company is looking forward to a new generation of AR applications available in the Android Market and other application stores. Qualcomm’s AR platform is developer.qualcomm.com/ar.♦

available

http://

TECHNOLOGIES & PRODUCTS

Sybase® Unwired Platform 2.0 Offers Most Expansive Enterprise Mobility Solution for Developing and Managing the Entire Life Cycle of Native and Web Apps across Key Mobile Device Platforms SAP AG and Sybase, Inc., an SAP company and industry leader in enterprise and mobile software, continue to deliver on their commitment to make mobile the new desktop with the release of their next-generation Sybase® Unwired Platform 2.0 and the unveiling of an enhanced version of their software development kit (SDK), which is planned to be generally available within the next few months. As one of the industry’s leading and most expansive mobile enterprise application platforms, these latest releases help businesses of all sizes better respond to real-time business dynamics through cost-efficient, simplified deployment, development and management of native and Web-based mobile applications on a wide array of device types.

Built on proven technology, Sybase Unwired Platform and SDK are designed to enable customers to create user-friendly applications that mobilize business processes and workflow and real-time access to back-office systems across the enterprise to help improve efficiency, responsiveness and overall productivity. With the exponential growth of personally owned and corporate-liable mobile devices entering the enterprise, businesses are seeking a comprehensive and integrated platform to simplify the development, deployment and security of their mobile application landscapes across a widening array of device types. A recent survey by Kelton Research highlighted that in 2011, 65 percent of the IT managers surveyed said they plan to develop and deploy five or more mobile apps this year, and another 21 percent expect to imple-

TECHNOLOGIES & PRODUCTS ment 20 or more mobile applications. “We are reaching an inflection point in the industry, where developing and deploying mobile apps tops the priority list this year for a majority of enterprises,” said Stephen Drake, Program Vice President, IDC. “The influx of powerful smartphones, tablets and innovative applications is driving widespread consumption of mobile technology, making return on investment in mobile IT much more transparent for companies. Software suppliers delivering a comprehensive, standards-based platform capable of orchestrating the entire mobile framework will demonstrate the most success in this market.” Leading the Way to Help Companies Mobilize Sybase Unwired Platform 2.0 and the enhanced SDK address the needs of both mobile and Web developers by providing a comprehensive, standards-based environment for the development of customized native and Web applications across various device platforms. Additionally, IT can manage the entire application life cycle from deployment (tooling) to provisioning, managing and updating through Sybase’s industry-leading mobile device management solution, Afaria®. Highlights of the expansive new capabilities for developers and IT managers include:

•

Hybrid Web Container delivers all the advantages associated with customized Web application development, combined with rich native application functionality, while leading the way via support of industrystandard development environments such as HTML5, JavaScript and CSS. SDK for native application development, including a user interface (UI) framework, connectivity, device Integration and Mobile Business Object libraries.

•

Cross-platform support for consistency across key mobile platforms, including iOS, BlackBerry and Windows Mobile, and Android support is planned for availability in the second quarter of 2011. Integration with back-end systems via SAP-certified connectors, open standard connectors, such as JDBC and RESTful Web services, and the ability to cache data. Industry-leading security, including single sign-on for SAP back-end systems, encrypted HTML5 Web storage and encrypted data transport.

By enabling mobile access to corporate information systems anytime, anywhere for a wide array of end users, including executives and management, as well as field and sales representatives, businesses can typically experience a lower total cost of ownership (TCO) and higher return on investment (ROI). “The pervasiveness of mobility and impact on consumers to businesses make it one of the most profound transformations in IT history, and it is a key driver for enabling SAP and Sybase to reach one billion people by 2015,” said Dr. Raj Nathan, Executive Vice President and Chief Marketing Officer, Sybase. “It is proven that regardless of industry or size, a mobile enterprise is a fertile field for business innovation, competitive growth and profitability. With the release of our next-generation Sybase Unwired Platform and SDK, customers can now take the offensive and embrace mobility by more easily developing highly productive mobile apps that will drive bottom-line results.”

mation across key industries including manufacturing, consumer products, utilities, high tech, oil and gas, and retail. These new mobile apps join the Sybase® Mobile Sales application for SAP CRM and the Sybase® Mobile Workflow application for SAP Business Suite released in 2010. “Over the past 18 months, SAP has been releasing technologies enabling the rapid creation and deployment of mobile apps through our platform and development tools,” said Dr. Nathan. “Today, we are announcing several packaged mobile apps that will drastically reduce the costs and time needed for organizations to implement a mobility strategy. Enterprise mobility is a phenomenon that transcends all borders in the workplace and SAP is out in front of this trend as it revolutionizes the mobile space by making mobile the new desktop.” “We see a paradigm shift in business today with companies delivering real-time business applications that take maximum advantage of the explosive growth in mobileempowered workers,” said Jack Gold, President of J. Gold Associates, LLC. “The new mobile apps, such as those announced by SAP and Sybase, have the power to accelerate business by enabling mobile workers to make more informed decisions regardless of location, and enhance engagement levels with customers and partners. The resultant significant increase in worker productivity will create a quick ROI and maximize the company bottom-line results.”♦ Source: SAP and Sybase

Sybase Unwired Platform 2.0 is currently available and the SDK is planned to be generally available in the coming few months. Further SAP and Sybase boost mobile worker productivity in key industries with a series of new mobile apps built on Sybase® Unwired Platform aimed at mobilizing business processes and business infor-

TECHNOLOGIES & PRODUCTS

Google New Resources Helps Businesses to Expand Internationally Google’s innovative search technologies connect millions of people daily around the world with information and make it a top web property in all major global markets. Google’s targeted advertising program provides businesses of all sizes with measurable results, while enhancing the overall web experience for users. Now, the company introduced a number of new resources for businesses to expand internationally. The Google Global Market Finder is a free online tool for advertisers to find new markets overseas. This tool will be available as part of Google Ads for Global Advertisers, a new website and hub for businesses to identify, reach, and engage with customers worldwide.

These new tools help businesses of all sizes address traditional barriers to international expansion, such as finding the right customers, translating their websites and ad campaigns into local languages, and reaching customers in foreign markets with relevant ads. “There are 1.9 billion consumers online worldwide and tens of millions of businesses looking for products and services on the web,” said Aliza Knox, Google’s Managing Director of Online Sales in Asia-Pacific. “The Global Market Finder and Google Ads for Global Advertisers help advertisers, including the 154,000 SMEs in Singapore, convert these consumers and businesses into customers and grow their business globally.”

TECHNOLOGIES & PRODUCTS

According to the International Enterprise Singapore, export of goods grew 22% from 2009 while exports of services grew 15%, reaching S$479 million and S$111 billion respectively in 2010. The Internet is also increasingly playing a major role in the purchase and marketing of goods and services across borders. Eighty-five percent of Internet users globally have purchased something online, according to a Nielsen Consumer Report. Singapore businesses can take advantage of the information, tools and marketing platforms available on the Web to find and engage new markets on a global level. Global Market Finder helps businesses answer the question: who are my potential customers overseas? Businesses enter keywords that describe their product or service and select the region they’d like to explore. The Global Market Finder automatically translates those keywords into any one of 56 languages used in the selected region. It then ranks each location by opportunity based on factors like local search volume, suggested bid price, and competition for each translated keyword.

•

Find the right market for their products and services using tools like the Global Market Finder and the Consumer Commerce Barometer. • Translate their website and ad text using Google Translate Web Element and Google Translator Toolkit. • Reach new customers with relevant online ads using services like Google AdWords. • Understand options for international payment, shipping, and customer service. Google has already helped hundreds of thousands of businesses reach new customers in foreign markets. The Global Market Finder and Google Ads for Global Advertisers website will help even more businesses realize their global potential.♦ Source: Google Inc.

Google Ads for Global Advertisers is a new website where businesses can learn how to expand into foreign markets. It contains tools and tips to help businesses:

COMPANIES & CAMPAIGNS

Mobile Marketing Association Forum Finds Consumer Engagement is Relationshipdriven, Based on Personal and Emotional Connections After two days of intense discussion, involving some of the world’s largest brands, agencies and publishers, the Mobile Marketing Association Forum Singapore (MMAF) brought together over 260 delegates and speakers from different parts of the mobile marketing and advertising industry. Industry luminaries made connections, shared knowledge, considered strategies and otherwise debated and discussed the future direction of the industry. This year’s MMAF focused squarely on the consumer, and many speakers shared that effective advertising had to be engaging for the consumer to achieve the best results. Another theme that emerged was the strong successes displayed by permission marketing campaigns throughout the region. Asian e-Marketing had a chance to talk briefly with Mr. Michael J. Becker, MMA’s Managing Director in North America, who showed real excitement about what happens in Asia, saying: “The nice thing about Asia is that you get the complete spectrum, which you don’t necessarily get in other markets, not to mention the big numbers. In the North America market we get really excited

when we get 100,000 downloads, but in Asia it is more like we got 10 million!” Michael was also extremely impressed by the technology presentations at the forum as well, like the iButterfly augmented reality solution which is, according to him, one of the coolest technologies that he has seen in a long time. It is actually an entertaining iPhone application that uses AR, motion sensors, and GPS functions to collect coupons, or as Michael describes it: “Basically they have created an augmented reality solution and what they did was, when I hold up my phone and I look out to the world via the lens of the camera, butterflies start floating on the screen and those butterflies are icons to coupons related to the businesses. If you swipe your camera you capture the butterfly - each has a different set of coloring and scheme - so you can catch these butterflies and create a collection of all of these unique things. So I’ll go as far to say that you have a really beautiful implementation of a very simple marketing and incentive process called coupons.” A lot has been going on recently at MMA since hiring Greg Stuart as global CEO in the middle of last year. The Association’s concerted effort to focus on brands

COMPANIES & CAMPAIGNS and marketers as well as the marketing side of the business is a more and more obvious and natural transition which the industry has been undergoing since 1997. “If you really start thinking about it, 2003 or 2005 is when the whole world was mobile enabled, it was basically when the US finally caught up, and then right about now the 2009/2010 timeframe, pretty much the whole story prior to that was R&D, technology, trial, experimentation. In the 2009/2010 timeframe, it started moving into a marketing discussion and budgets started to be allocated from the marketing side rather than the technology and R&D side. So we are now seeing a real true story of a marketer enabled channel, not a technology driven channel”, Michael explained. That is indeed confirming the feedback I got from forum participants, who told me that they feel so good being part of an event that combines marketing and technology, driven by the demand and need of the consumer and delivery of value to the consumer. Michael elaborated: “It’s a consumer focused, value driven relationship between brand and consumer via the mobile channel. Previously it was a potential discussion, now it is an implementation discussion, so that’s really exciting.” MMA recognized the trend and started to deliver a number of new assets to the industry, launching the global truth in regional relevance in mobile marketing, an entire educational series underwritten by the Coca-Cola Company that teaches people the global truth about mobile and how it is regionally applied within their marketplace. MMA is uniquely suited to do this as it is the only global trade association. The North American Marketing Forum, which is four times the size of the Singapore Forum, will be held in New York from June 15-17, 2011, and some 700-800 people are expected to attend. Industry

leaders will talk about how they are leveraging and using mobile, for example, Eddie Hartenstein, the Editor of The Tribune and other CEOs and CMOs from major organizations. The Association will also announce a project with Google, where Google has just completed a 30 market consumer attitudes and users study and a five market business readiness study as well that will be presented, cobranded and released with MMA. Another big program that MMA is launching in July, for the first time, is the CEO/CMO Summit, which will bring together around 125 senior global leaders. Since their last interview with Asian e-Marketing, MMA has also developed a new class of premium member, which includes global companies that have invested a significant amount of time, money and resources to underwrite and support the building of assets for the industry. “Coca-Cola has underwritten education; Millennial Media has joined and they are underwriting the publication of research; InMobi

has joined and they are underwriting the CEO Summit and enabling us to build that asset for the industry”, Michael added. Seven companies have joined so far as premium members, but without a doubt we can expect more, considering that MMA has, right now, about 750 members and that number is growing very quickly.” This year’s event in Singapore featured agencies instead of ad networks, namely QAIS Consulting, Possible Worldwide, Starcom MediaVest and Euro RSCG, that took part in the agency shout-out, where each had five minutes to present how they are gearing up to take on mobile advertising and marketing and helping their clients (brands) to explore the medium of the future. The “Pitch” has been another highlight of this year’s Forum, where innovative young start-ups had the opportunity to show off their new technology within six minutes using only their product demos, no presentations and no videos. Six companies took part this year, covering

COMPANIES & CAMPAIGNS a range of products: location-based services; mapping; electronic billing; mobile apps; and remote camera viewing. For the audience, this was a glimpse into the future, and a chance to be exposed to exciting new products in the ever innovating mobile marketing and advertising industry. It seems that everything is moving to the small screen and I liked Michael‘s metaphoric description of the mobile future meeting digital media when compared to traditional media by describing how the Amazon River meets and merges with the Rio Negre: “It’s really fascinating to see two rivers that meet and it takes them nearly four miles to merge because when they meet they are moving at different temperatures, different speeds and have different densities and so it takes them time to mix together and manage, the exact same thing is happening in marketing. You now have the traditional marketing river meeting with the digital marketing river and they are co-existing in the same riverbed of consumer engagement, but they are not merging and they are not merging for a number of different properties, how we measure media engagement,

how we engage the consumer, the tools that we use to interact with the consumer, and the mediums by which we use to communicate with the consumer, there are all of these different things happening.” Michael continues: “What’s interesting is that mobile is bringing them together, mobile is the one medium that co-exists in both the traditional and digital, because I will use mobile, like digital advertising and digital engagement to drive people into traditional retail. I’ll use mobile when they are in traditional retail to look at a product and learn more about the product and become more informed about that good or service and then eventually buy it at traditional retail. So mobile is the one element that co-exists in both worlds and will be the unifying factor to bring us back to a common set of marketing practices and then the undercurrents in that are all tied into mobile too: privacy; consumer identity management; digital rights management; content management services and solutions; 360 view of consumer engagement, all these other buzz words. So I am excited about this meeting of waters market analogy, it’s an analogy of a great natural phenomenon that perfectly

aligns to what is happening here. You have the major catalysts, you have the undercurrents that are eventually bringing us back to a unified practice of marketing, where we will no longer be talking about mobile marketing, it will be just marketing and then there are all the different elements of the media just beneath it.” Michael’s counter-part Rohit Dadwal, Managing Director, Mobile Marketing Association, Asia Pacific definitely agrees and actually even goes a step further by saying: "The entire industry is now speaking the same language: consumers are not subscribers, or profiles, or devices,” he said. “This new medium is helping build personal relationships with the consumer by establishing emotional connections. It is time for the industry to go from competing amongst ourselves to partnering to compliment other media.”♦ Thank you MMA for doing such a terrific job! By Daniela La Marca

COMPANIES & CAMPAIGNS

Thought-Provoking Sessions Kick-off This Year’s Digital Debate at ad:tech Singapore After welcoming over 1,500 attendees to last year’s third annual conference for Singapore’s interactive marketing community, dmg :: events, the leading conferences and exhibitions organizer for the global digital marketing community, has its fourth annual regional event this year on June 16 and 17 at the Suntec Convention Centre. The organizer is expecting to draw a record number of attendees by offering valuable networking opportunities and insight from experts through seven keynotes and over 24 breakout sessions covering social media, mobile marketing, metrics, augmented reality and more. The adoption rate of digital marketing among Asian companies has been growing rapidly over the past year as businesses recognize that they must go beyond the boundaries of traditional media in order to reach their audience. As use of social media tools and platforms becomes increasingly influential on consumer purchasing decisions and brand perception, marketers need to adapt their models to more flexible frameworks through the use of digital platforms and tools.

Therefore ad:tech Singapore is expected to see a 20 percent increase in exhibitors with a strong interest from companies around the Asia region and includes a number of new initiatives, like:

•

Start-up Pavilion: An area of the show floor dedicated to propelling the growth of new companies in the marketplace. • Online Business Matching: Dedicated business matching program which is exclusive only to attendees of ad:tech Singapore to ensure they meet with the right people before or at the show. By bringing together a broad scope of industry players from brand advertisers, traditional and interactive agencies, portals, to on-line publishers and technology providers, ad:tech Singapore 2011 will be the epicenter for online advertising and digital marketing experts to exchange best practices and discuss key global trends and phenomenon that are transforming the digital marketing landscape. The two day Exhibition and Conference will bring together movers and shakers across all industries with

COMPANIES & CAMPAIGNS one thing in common: to share insights into how digital innovation is transforming every facet of the marketing industry through keynote presentations, panels and workshops that feature the biggest and brightest minds in the industry such as:

•

Deb Henretta, Group President Asia, Procter and Gamble; • Michael Smith Jr., Head of Global Tech Initiatives, Yahoo! Southeast Asia; • Kerry McCabe, General Manager, Advertising & Publishing, Asia Pacific, Microsoft Advertising; • Hélène Blanchette, Head of the 1:1 Experience Service, Go to Market Strategy, Asia Pacific, Fuji Xerox Pte. Ltd. Those just starting to explore what digital can do for their business can get their feet wet at a session about how to transition from traditional to digital advertising, while veterans can gain new insights from topics like the growth of location-based services, and everyone can benefit from sessions that get down to the bottom of hotly debated topics like getting value out of social media metrics. Breakout sessions will dive deeper into some of today’s biggest questions around digital.

“2011 will see more brands jump onto the digital marketing bandwagon to create distinct experiential campaigns for their target audiences. Online advertising spend will see an increase, particularly in content, apps and social media by companies who want to build a strong online brand presence, which their customers can engage with, relate to and ultimately trust", said Nirvik Singh, Chairman & CEO, Grey Group Asia Pacific. “ad:tech Singapore is an excellent conduit to connect with key players in the digital and interactive space – successful brands that have carved their names in the technology arena, experts and thought leaders all converged at one location. This is an event not to be missed!” he added. ad:tech wants to do its part in driving innovation in Singapore, so this year’s event will have a number of new initiatives geared towards start -ups and entrepreneurs. An online business matching program will ensure participants network with the right people to move ideas forward and a start-up pavilion on the show floor will be dedicated to propelling growth of new companies.

through the IMAP programme which enables Singapore incorporated companies to receive subsidies of up to 50 percent of their participation cost. “Digital is constantly innovating and changing so it’s important that we bring the industry together every year to share those big ideas and key insights. This exhibition has become a robust marketplace for real business transactions where marketers and agencies uncover new opportunities to grow their business,” said Paul Beckley, Vice President, ad:tech Singapore. “The great thing about our conference is it offers such a wide breadth of content that no matter what level you’re at with digital, just learning what it can do or operating a full-service creative agency, you are going to walk away from the conference with invaluable information for your business.” added Beckley.♦ For more information, please visit http://www.ad-tech.com/ singapore. EARLY BIRD RATE still available until 25 May 2011!

For the very first time, ad:tech Singapore has received funding from International Enterprise Singapore

LEGISLATION

Privacy and Security in the New Mobile World The new role of the customer at the centre stage in marketing, particularly when it comes to mobile, has made privacy and personalization two key areas to address in 2011 and beyond. The fact that mobile is so much more personal than any other channel and allows brands to tailor their messages far more closely to the consumer also creates a balancing act between the demand for personalization and the need to protect consumer data and privacy. Whilst customers want to cut out irrelevance and maintain control over what they receive, this also means sharing a certain level of information about their personal lives, which does not always sit happily with concerns over how they share that data and how it will be used. Establishing a middle way between these two elements will therefore be of central importance for the industry as mobile progresses. MMA recognises the fact that there are growing privacy concerns given the kind of consumer data that is put out there through the use of various mobile services. We have seen some progress in terms of practices employed by industry members and are continuously working toward a more transparent and secure consumer environment. We at MMA have seen tremendous response from our members when it comes to initiatives related to consumer privacy. It is high on the priority list as there is a clear understanding that it is an absolutely essential component for sustaining the industry and helping it grow.

The MMA recently announced the launch of an initiative focused on the development of a comprehensive set of mobile privacy guidelines to complement its already well-established Global Code of Conduct. The objective of these guidelines is to address the growing need for marketers and consumers to have a transparent, accepted understanding as to how consumer information is collected and used for the purposes of relevant value exchange within a mobile marketing context and across market sectors. The launch of this initiative shows the MMAâ&#x20AC;&#x2122;s and Mobile industryâ&#x20AC;&#x2122;s ongoing commitment to the importance of consumer transparency with regards to privacy issues and data collection. The industry recognizes that in order for marketers and publishers to responsibly and sustainably engage consumers through and with the mobile channel, we need to continuously update how we address the collection, management and use of personal data or related consumer information. Since its inception, MMAâ&#x20AC;&#x2122;s mission has been to educate this influencer network on industry best practices and codes of conduct in order to ensure responsible, un-intrusive provision of mobile marketing services. The goal is to equip these industry players with the relevant knowledge needed for them to self-regulate their activities. MMA recognizes that wireless subscribers have a right to privacy and there are a number of rules that content providers need to abide by in order to respect this right of the subscribers. As per MMA guidelines, content pro-

LEGISLATION

gram, the subscriber must be told how to opt-out of the program. A subscriber can stop participating and receiving messages from any program by sending STOP/ END/ CANCEL/ UNSUBSCRIBE/ QUIT to the short-code used for the program. When sent, these words cancel the subscriber's previous opt-in for messaging.

Rohit Dadwal

viders must obtain approval from subscribers before sending commercial SMS or MMS messages and other content. Directions on how to unsubscribe from the program should be included in the program messaging on a regular basis. Content providers must also always be cognizant of the number of messages they are sending to participants in their programs to avoid a poor user experience. Premium rate programs require double opt-in. The goal of any opt-in is to communicate to the subscriber the financial obligation they are about to incur by entering the program. It is fundamental to the concept of control that a subscriber maintains the ability to stop participating and receiving the messages from a program when desired. To facilitate this capability, upon entering a pro-

It is important for subscribers to understand and be in control of their participation and, therefore, program information must be transparent. Regardless of manner of entry for a subscriber, help messaging commands, phone numbers, URLs and email addresses should result in the subscriber receiving help with their issue. Moreover, HELP messages should not result in premium charges to the subscriber's bill. Additionally, MMA has special guidelines to ensure the legibility of sweepstakes and contests. These cover everything from declaration of prizes to be awarded and the method for awarding such prizes to ensuring that sweepstakes/contests involving premium charges include an alternate free method of entry. A complete copy of rules is expected to be submitted before any such contests are rolled out and prizes need to be age appropriate. The guidelines and other regulatory literature produced by MMA has a

great deal of contribution from its members and is proof of the industryâ&#x20AC;&#x2122;s dedication toward eradicating unethical practices. MMAâ&#x20AC;&#x2122;s main focus is to continue to involve its members in these processes as well as encourage them to adhere to these guidelines in the interest of consumer welfare. We will continue to work towards educating the industry and hope that our members and the industry as a whole use this global wealth of knowledge to avoid any breach of consumer rights. We would like to encourage consumers to be more vigilant when opting into mobile marketing services and to be sure about all the necessary costs and terms involved when participating in any campaigns. We also encourage consumers to continue to raise their concerns and share as much feedback as possible for the industry to learn and grow. Once brands have aligned their strategies to incorporate all of these customer centric elements, the final piece to the puzzle will be establishing what the emerging business models in mobile marketing are and how the ecosystem as a whole will make money in the new world where the end user has control.â&#x2122;Ś By Rohit Dadwal, Managing Director, Mobile Marketing Association Asia Pacific Limited

BUZZWORD

Location-Based Service (LBS) A location-based service (LBS) is an information or entertainment service, which utilizes the ability to track and make use of the geographical position of a mobile device through a mobile network. LBS can be used in a variety of contexts to identify the location of an individual person or object, and help users find the nearest banking cash machine or the whereabouts of a friend or employee. It can also support parcel and vehicle tracking services or mobile commerce when coupons or advertising is directed at customers based on their current location. Personalized weather services and even location-based games can be delivered by LBS. Research forerunners of today's location-based services were the infrared Active Badge system (1989â&#x20AC;&#x201C; 1993), Microsoft's Wi-Fi-based indoor location system RADAR (2000), MIT's Cricket Project using ultrasound location (2000) and Intel's Place Lab with wide-area location (2003). The first consumer LBS-capable mobile web device was the Palm VII which was released in 1999. Two applications made use of ZIP code-level positioning and also share joint first place as a consumer LBS application: the Weather.com app from The Weather Channel, and the Traffic Touch app from Sony-Etak/Metro Traffic. The first LBS service, friendZone, was launched by Swisscom in May 2001, based on Valis Ltd. technology. The service included friend finder, LBS dating and LBS games. The same service was later launched by Vodafone Germany, Orange Portugal and Pelephone in Israel. The first commercial LBS service in Japan was launched by DoCoMo, in July 2001, based on triangulation for pre-GPS handsets, and by KDDI for the first mobile phones equipped with GPS in December 2001. LBS was developed by mobile carriers in partnership with mobile content providers. The main advantage is that mobile users do not have to manually specify a ZIP/Postal Code or other location identifier when they roam into a different location. GPS tracking is the key component to ensure access to mobile web. GPS is based on the concept of trilateration, a basic geometric

principle that allows finding one location if one knows its distance from other, already known locations. GSM localization is the second option. Finding the location of a mobile device in relation to its cell site is another way to find the location of an object or a person. This relies on various means of signal multilateration to find the deviceâ&#x20AC;&#x2122;s geographical position various techniques like time difference of arrival (TDOA) or Enhanced Observed Time Difference (E-OTD). Another example is Near LBS (NLBS), in which localrange technologies such as Bluetooth, WLAN, infrared and/or RFID/Near Field Communication technologies are used to match devices to nearby services. This application allows a person to access information based on their surroundings; and is especially suitable for use inside closed premises or restricted areas. One additional alternative is an operator- and GPSindependent location service based on access to the telecoms network (SS7). This enables accurate and quick determination of geographical coordinates of mobile phone numbers by providing operator-independent location data and also works with non-GPS enabled handsets. Many other Local Positioning Systems are available, especially for indoor use. GPS and GSM do not work very well indoors, so other techniques are used, including Bluetooth, UWB, RFID and Wi-Fi.

BUZZWORD Requirements and Usage In order to provide a successful LBS technology the following factors must be met:

• • •

Coordinate accuracy requirements are determined by the relevant service; Lowest possible cost; Minimal impact on network and equipment.

Some examples of location-based services are:

• • • • • • •

•

Recommending social events in a city. Requesting the nearest business or service, such as an ATM or restaurant. Turn by turn navigation to any address. Locating people on a map displayed on the mobile phone. Receiving alerts, such as notification of a sale or warning of a traffic jam. Location-based mobile advertising. Asset recovery combined with active RFID to find, for example, stolen assets in containers where GPS would not work. Games, where your daily movements make your avatar move in the game or your position unlocks content. Real-time Q&A on restaurants, services, and other venues.

For the carrier, location-based services provide added value by enabling such services as:

•

Resource tracking with dynamic distribution. Taxis, service people, rental equipment, doctors, fleet scheduling. Resource tracking of objects that do not have privacy controls, using passive sensors or RFID tags, such as packages or train boxcars. Finding someone or something. Person by skill (doctor), business directory, navigation,

•

weather, traffic, room schedules, stolen phone, emergency calls. Proximity-based notification (push or pull). Targeted advertising, buddy list, common profile matching (dating), automatic airport check-in. Proximity-based actuation (push or pull). Payment based upon proximity (EZ pass, toll watch).

Mobile messaging plays an essential role in LBS. SMS has been used in combination with various LBS applications, such as locationbased mobile advertising. SMS is still the main channel to mobile phones for mobile advertising/ marketing campaigns. A classic example of a LBS application using SMS is the delivery of mobile coupons or discounts to mobile subscribers who are near to advertising restaurants, cafes, or cinemas. The Singaporean mobile operator, M1 Limited, carried out such an initiative in 2007 that involved many local marketers and was reported to be a huge success in terms of subscriber acceptance. Legal Issues With the passing of the Can Spam Act in 2005, it became illegal in the United States to send any message to an end user without the end user specifically opting-in. This put an additional challenge on LBS applications as far as 'carrier-centric' services are concerned. As a result, there has been a focus on user-centric location-based services and applications which give the user control of the experience, typically by opting in first via a website or mobile interface (such as SMS, mobile Web, and Java/ BREW applications).

2. Personal data in electronic communications: 2002/58/EC; 3. Data Retention: 2006/24/EC.

Directive Directive

The applicability of legal provisions to varying forms of LBS and of processing location data is still unclear. One implication of this technology is that data about a subscriber's location and historical movements is owned and controlled by the network operators, including mobile carriers and mobile content providers. In addition to the legal framework there are several technical approaches to protect privacy using privacy-enhancing technologies (PETs). They range from simplistic on/off switches to sophisticated PETs using anonymization techniques, e.g., related to k-anonymity. Today, only a few LBS systems offer such PETs, e.g., Google Latitude offers an on/off switch and allows sticking one's position to a free definable location. It is an open question how users perceive and trust the different PETs.♦ Source: Wikipedia

The European Union also provides a legal framework for data protection that may be applied for location -based services and more particularly several European directives such as:

1. Personal data: Directive 95/46/ EC;

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, working closely with clients including the New York Times Media Group, Reuters and Conde Nast. 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.♦

Jason Scott

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

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.♦

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.♦

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.♦

APPOINTMENTS 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.♦

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.♦

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.♦

APPOINTMENTS

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.♦

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.♦

APPOINTMENTS 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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