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Mobile Entertainment & Commerce
...the analyst view
Edition Twenty - 23rd May 2007 | |
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Dear [fname]
Mobile advertising comes of age
This is the month that mobile advertising really hit the mainstream. Having been often cited as a key content type in the coming years, May 2007 has seen a flurry of activity within the sector as everyone from Microsoft to the GSM Association to big brands and small communities start to get on board.
AOL this month bought Third Screen Media, a leading mobile advertising network in the US just days after Microsoft acquired French mobile ad agency ScreenTonic. These two deals alone by two of computing and Web 1.0 leading players are enough to signal that the drive to get mobile advertising up and running is serious.
Couple this with the fact that the GSM Association is developing a mobile advertising code of practice and everyone from community sites to big brands are looking at how mobile plays a part in their marketing — and, in the case of communities, funding — of goods and services and we have the makings of a very hot sector for 2007.
But be warned, its not all plain sailing and many of those that are getting on board had better be prepared to make mistakes — this is, after all, an untested area for many marketers and brands. Speaking at the Mobile Advertising & Marketing Conference taking place in London last week, John Doyle, Product Manager for leading mobile personalization company ChangingWorlds, described the necessity of implicit behavioural profiling to ensure the success of mobile advertising and the need to readdress the definition of targeted advertising in the mobile environment.
According to Doyle “Advertising is another form of content that must be highly personalized over mobile and not just using basic demographic profiling. Highly targeted and relevant adverts far beyond the level achieved in traditional methods of advertising must be realized.”
Doyle believes that intelligent profiling is essential in order to deliver mobile advertising that is relevant, attention grabbing and that will illicit a response that can be measured. He explained that ad ‘relevance’ needs to be re-evaluated for the mobile environment where a very personal device must offer only information and advertising that is strictly related to personal interests.
Yours
Paul Skeldon
paul.skeldon@contentfutures.com
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GSMA to promote common standards and code of practice for mobile advertising…
The GSM Association (GSMA), which represents more than 700 mobile operators serving 2.4 billion users, has launched a Mobile Advertising Programme to drive the development and success of advertising on the medium of the ‘fourth screen’. The Programme will be directed by the GSMA’s Mobile Media and Entertainment Group, which includes leading operators from around the globe.
“The mobile phone can offer advertisers a level of immediacy, intimacy and personalisation that cannot be matched by other mediums,” says Bill Gajda, Chief Commercial Officer for the GSMA. “To realise this potential, the mobile industry, the advertising industry and the content industry need to come together to better define what advertising should look like on a mobile phone and how its effectiveness should be measured.”
The programme will seek consultation with players from across the marketing, advertising and mobile industry value chains to promote a consistent approach to the delivery and measurement of mobile advertising. Through collective action, the mobile industry has the opportunity to enhance the mobile user experience while building mobile into a valued marketing medium for advertisers.
The GSMA intends to ensure that standards established include metrics for measuring the effectiveness of mobile adverts and for optimising the commercial models and formats of adverts for different kinds of mobile content. The Programme will also promote codes of conduct to facilitate the development of marketing techniques that will enhance, rather than diminish, the mobile user’s experience. The opportunity for advertisers to communicate with their customers in innovative and targeted ways will be balanced with safeguards to properly protect personal privacy.
“The opportunities of the mobile entertainment and advertising market are both vast and challenging,” says Ben Hirsch, Director - Market Development, Group Customer Marketing at Orange. “By working together to define a common approach to formats, delivery, inventory management and measurement, the operator community can ensure that it serves both advertisers and customers in the most effective ways possible.”
Read More: http://www.gsmworld.com/news/press_2007/press07_33.shtml
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First ad-supported mobile community game portal goes live with Bouygues
Miyowa, a supplier of mobile instant messaging and entertainment services for communities, has launched the first free community game portal for Bouygues Telecom. From now on, Bouygues Telecom customers can directly download one of four initial games available — one new game will be being released every month — simply by accessing the 0€ Games portal, which enriches the existing range 1€ Games, 1€ Ringtones, 1€ Logos and 3€ VIP. In parallel, Miyowa also offers an advertising-free portal for those customers willing to pay for it.
Stéphane Hareng, VP Marketing of Miyowa, describes the potential success of m-advertising: ”With a saturation rate of 81% in France, the mobile phone has become the first media, after television in terms of audience. This statistic ensures that the mobile phone will soon become the next main target of advertisers and brands. It is a new economic business model for Miyowa and the entire mobile industry, but which has enormous potential if you consider the success of the Internet.”
Olivier Laury, Director of i-mode and WAP Content at Bouygues Telecom commented: “This is a first for Bouygues Telecom. It highlights without any doubt what the advertising ground swell will be in mobile phones as of this year; the most important thing is giving the customer the choice of models - with or without advertising.”
Initially launched at Bouygues Telecom, Miyowa will extend its free content to other European and Asian mobile operators.
Read More:http://www.miyowa.fr/
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Strongbow Cider to back up TV ad campaign with mobile ads, location based couponing and WAP site
Brewers Scottish & Newcastle’s is to use mobile in an advertising campaign for its Strongbow cider brand for the first time. The campaign will encourage people to choose Strongbow as their first drink of the evening and supports Strongbow’s current TV campaign focusing on ‘Total First Pint Refreshment’.
The £300,000 campaign begins on 21st May and will run for six weeks and is being implemented by mobile marketing agency Incentivated and Emap Radio. It follows the success of Emap Advertising’s sponsorship campaign for Scottish & Newcastle’s Foster’s brand last year.
The campaign sees the creation of ‘Strongbow First Pint Friday’ in 66 pubs across major UK conurbations including Birmingham, Edinburgh, Newcastle & Manchester, where the first 100 people into the venue on a Friday night will each receive a free pint of Strongbow. Listeners to Emap’s Kerrang! Radio and Big City Network – eleven stations in total – will be encouraged to go to the venues through live presenter reads and on-air trails.
The campaign is targeting 25 to 35 year old men and a Strongbow WAP site is being created. Emap Radio is working in partnership with Incentivated to provide a location based service, where consumers can text a number then their location is detected; details of their nearest Strongbow First Pint Friday venue will then be sent to them. The WAP site will host a wide array of content this audience would want to download on a Friday night, including ringtones, jokes and wallpapers. Details of the WAP site will be sent to an Emap Advertising text database every Friday afternoon at 3pm to remind them to take advantage of ‘Strongbow First Pint Friday’. Street teams will also operate outside each venue encouraging people in.
Fiona Seath, Brand Manager-Strongbow at Scottish & Newcastle UK said: “We were impressed with the creative campaign Emap Advertising produced for Foster’s last year and we are delighted with the campaign they have created for Strongbow brand. Once again Emap Advertising has delivered a campaign that will engage our target audience and position the brand perfectly. We look forward to a successful run of Friday night events across the UK for our consumers.”
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Sky gets interactive TV services embedded in Motorola handset
UK broadcaster BskyB is rolling out its interactive TV application Sky Anytime on mobile. As well as offering access to an on-demand library of updating news, entertainment and sports, Sky's Anytime application also provides an access point to Sky's range of live mobile TV services.
There are now over 30 TV channels streamed over 3G networks supported by in-stream programme information and fast channel switching. The Anytime application also allows customers to use their mobile phone to programme their Sky+ boxes remotely, place bets through SkyBet and search their full seven day electronic programme guide (EPG), Anytime on Mobile replicates the standard Sky EPG, allowing for an intuitive and fully accessible mobile content experience.
Interactive mobile data solutions company weComm has developed the Sky Anytime on Mobile application for BSkyB, and has worked closely with Motorola to port the application to the MOTO Z8 for pre-installation in the factory. The Z8 is a 'kick-slider' smartphone running the UIQ on Symbian OS platform with a Motorola soft key implementation.
"Sky Anytime on Mobile has been very successful with exactly the types of people who will buy the MOTO Z8 and this handset is designed exceptionally well to be able to deliver Sky's high quality TV and on-demand content services over mobile," said Stephen Nuttall, Director, Commercial Group, BSkyB, "weComm has delivered a great application whilst continuing to support additional Sky initiatives in mobile."
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Honda to use WAP to enhance Formula One fans’ enjoyment of motorsport
Honda has become the first Formula One motor racing team to offer fans a dedicated WAP site, in a deal with Hicklin Slade & Partners, ITV Interactive and MIG.
Throughout the 2007 Formula One season on ITV1, fans will be prompted via the sponsorship bumpers to access the Honda WAP site by texting the keyword “HONDA” to the shortcode 63330. Whilst on the WAP site users can order a brochure, book test drives, locate their nearest Honda dealer throughout the UK, request call backs from the UK Honda Call Centre, and browse some of the Honda car range. Break bumpers have proved to be an effective launch pad for mobile campaigns and are now integral to ITV sponsorship packages.
Content downloads available via the WAP site include; ringtones, screen savers and wallpapers, launching with visuals of the Honda F1 Team, Rubens Barrichello and Jensen Button. Wallpapers will be updated regularly to reflect the latest Honda action in the F1 Grand Prix season. The WAP site also hosts the most extensive, interactive online brochure in the automotive space – mobile.honda.co.uk
Fans will also have the opportunity to enter a competition to win a tour of Honda’s F1 Headquarters by inputting their email address and mobile number on the WAP site.
The WAP site is part of the new “Hondamentalism” activity, which launched on 6th May with the current Wieden & Kennedy TV spot and supporting website, produced by Midas. Hicklin Slade & Partners have come up with an approach that links the new brand activity with their lead generation brief, using press inserts, online banners / skyscrapers, a national Civic Type R launch mailing, and now, with Mobile Interactive Group, the mobile channel.
Dan Thwaites, Planning Director at Hicklin Slade & Partners said: “As media channels continue to fragment, marketers have to offer consumers a choice in how they spend time with a brand. We’re finding that more and more often, mobile has to be part of that choice.”
Read More: http://mobile.honda.co.uk/honda/wap/index
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Electronic postal orders on mobile not the best way to pay your bills, warns UPaid
The Post Office last week launched ‘Payout’, an electronic version of a postal order which allows companies to send a barcode to a mobile phone. Although the service offers participating companies savings — both in terms of cost and time — on sending out cheques or printed barcodes, mobile payments specialist Upaid doesn’t believe ‘Payout’ offers similar benefits to the general public.
“Whilst payments by mobile phone offer a quick and direct way of transferring money, the Post Office’s ‘Payout’ system seems to be aimed solely at its corporate clients and not the general public,” Simon Joyce, Chairman and CEO at Upaid tells contentfutures.com. “By forcing the recipient of the barcode to make the journey to the Post Office to access the cash and not allowing them to transfer it by phone to a bank or credit card, ‘Payout’ is removing many of the benefits of mobile payments. If the user then wanted to put it into their bank account, another journey to their local branch would be necessary, making an allegedly simple system even more complicated.”
Britons are notoriously bad at paying bills on time, as shown by a recent YouGov survey commissioned by Skywire Software. 30 per cent glance at their bills and then put them aside, whilst 2 per cent, approximately one million people, ignore them altogether, with 18 to 29 year olds being the worst offenders.
According to Upaid, by only allowing people to receive money and not pay bills via their mobile, ‘Payout’ and the Post Office have missed out on the opportunity to improve these statistics and change the public’s often passive attitude to personal debt.
Read More: http://www.upaid.net/press_release.asp?sec_id=2625
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Multi-Platform Gaming
Monday 11th June London
Multi-Platform Gaming is a focused one-day event. It looks at how you can more effectively maximise long-term revenue streams in the delivery of gaming products across multiple platforms. Case studies are key and the format is interactive to encourage fresh ideas from you and your peers. User-experience is the theme this year and the event explores ways to more successfully make, measure and maintain a quality experience for your consumers in order to create longevity for your products and your industry.
For more information please visit: http://www.ateonline.co.uk/mpg
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4INFO (www.4info.net) is looking for a Sr. Account Executive to join our team. You will be responsible for identifying and executing on mobile advertising sales for the company.
The position reports to the VP of Business Development and Sales. You will play a critical role in securing and growing mobile advertising sales and is responsible for achieving quarterly sales targets. You will be conducting high level meetings with our clients and/or their agencies. You will gain in-depth understanding of 4INFO’s service offering, but more importantly, how 4INFO service offering can help clients achieve their business objectives.
The ideal candidate will possess an excellent track record of success in new media advertising sales, strong client engagement capabilities and general technical proficiency in mobile data application and deployment.
You will have the opportunity to be part of a passionate sales team with a seasoned technology media team and contribute to our tremendous growth. If you're seasoned professional, passionate, energetic, and thrive in an exciting, dynamic environment, 4INFO’s highly rewarding sales team is for you.
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Starhome provides mobile operators with complete roaming fraud detection and prevention solution removes the need for operators to wait for mandated industry-wide NRTRDE deployment in 2008
Starhome (www.starhome.com) has announced the launch of ICE; its NRTRDE (Near Real-Time Roaming Data Exchange) compliant service designed to provide continuous and instantaneous safeguards against roaming fraud. ICE fulfils the basic layer of Starhome’s complete fraud protection suite, which includes Starhome’s unique Roaming Anti-Fraud (RAF) product for real-time fraud prevention.
This service will enable mobile networks to meet the GSM Association (GSMA) requirements following its conclusion that current measures used to combat roaming fraud are insufficient. In response to this assessment the GSMA has devised NRTRDE to speed up fraud detection and this standard is now mandated for industry wide deployment by 1 October 2008.
“The cost of roaming fraud is rising,” explains Eran Gilad, VP Business Development at Starhome, “it makes up 25 per cent of total revenue leakage." This solution monitors operators’ outbound roamers and can take real-time actions such as disconnecting calls to fraudulent destinations and barring fraudulent subscribers. Implementing Roaming Anti-Fraud together with ICE provides operators with complete roaming fraud detection and prevention.
Nokia Siemens Networks expands its multimedia services for telecom operators with OnMobile’s ring back tone solution
Nokia Siemens Networks announced a global cooperation agreement with India’s OnMobile. The partnership covers the integration and marketing of OnMobile’s market leading ring back tone solution into its music to you (M2Y) download platform.
Nokia Siemens Networks adds OnMobile’s ring back tone solution to their music portfolio offerings and M2Y download platform. With M2Y telecom operators may offer multimedia content to their end-customers such as music and video downloads. M2Y is a managed hosting service, i.e. Nokia Siemens Networks not only provides the technology but also fully operates it.
Mr. Arvind Rao, CEO and Co-founder of OnMobile, remarks: “OnMobile’s expansion from its home Indian market across the region into countries such as Australia, Singapore, Indonesia, Sri Lanka and Pakistan has met with great success – our telecom operator clients are enjoying 8-9% uplifts in their average revenue per user and 10-23% market adoption rates with our RBT managed services.”
For more information, please visit http://www.onmobile.com
Mobile Entertainment Markets Opportunities and Forecasts, 2006-2011
Price: £1490 (Single User) £1990 (Multi User) £2490 (
Enterprise Wide)
The mobile phone has provided a gateway to an ever-widening range of mobile entertainment products and services to cater for burgeoning subscriber demand. While mobile music and infotainment markets - in particular ringtomes and wallpapers - remain popular; exciting potentials exist for both adult content, and especially gambling, casual gaming and TV - with increasing 3G penetration around the world. This comprehensive report provides a thorough evaluation, global analysis and summary of these mobile entertainment developments, with consolidated revenue forecasts, broken down by region and by major entertainment category.
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