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All round int
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Issue 35 NOV/DEC 2012
88% of the worlds mobile users now engage in content and
m-commerce
nearly nine in ten (88 per cent) of the worlds mobile media
users now engage in mobile content and commerce up from 82 per cent
in 2011 according to the findings of the MEFs latest annual global
consumer survey.
Conducted in partnership with On Device Research, the study
across 10 countries which defines mobile commerce as anyone using a
mobile phone for research, purchase or banking reveals that the
mobile market is maturing, with 80 per cent of all consumers using
their phones for research, rising to 88% among over. Similarly 55
per cent of people have purchased from their mobile but the figure
is 64 per cent for over 35s.
The biggest rises in mobile content and commerce are in growth
markets, including Qatar (73 per cent in 2011 to 86 per cent in
2012), India (85 to 90 per cent) and South Africa (89 to 95 per
cent). In contrast mature markets such as the UK have remained
static at 91 per cent for 2011 and 2012.
The lions share of mobile commerce is still centred on digital
purchases rather than real ones, however considerable growth is
taking place in the physical sector. In 2012, 54 per cent bought
digital products, unchanged from 2011. But 31 per cent purchased
physical items in 2012 rising from 24 per cent in 2011.
The report reveals that 80 per cent of people now use their
phone for research, up from 58 per cent in 2011, of which 69 per
cent then went on to make a purchase via mobile.
There is also a rise in mobile banking, with 64 per cent of
consumers now use their devices to conduct mobile banking (up from
57 per cent in 2011). Interestingly, payment via card has taken
over from operator billing, with 27 per cent of those surveyed used
a card for m-commerce, against just 14 per cent making payments via
the phone bill (not including purchasing airtime).
Entertainment (25 per cent) and convenience (26 per cent) are
the primary reasons for engaging in mobile commerce but trust is
also important with 13 per cent citing from a brand I know and
trust as a key reason for purchasing via mobile. 35 per cent of
respondents admit that concerns around trust are acting as a
barrier to purchasing more from a phone.
THIS MONTH...News The latest news from the industry, along with
analysis of what that news means, including: Choice of device
shapes shoppers path to purchase 3 Bango offers operator billing on
Google Play in Oz 4 Mobile now the go to place for news, says
Mojiva 5 GlobalCharge goes live with operator billing from MACH 6
Juniper scales back NFC forecast thanks to pesky iPhone5 7 Sports
fans embrace free wifi in stadia, finds EasyNet study 8 mfortune
scoops best mobile gambling award 9 Orca Digital gets on the
Deloitte Fast 500 list 9 Cherry Sauce paints explicit picture of
mobile adult 9
Analysis EDItOrIAl 2013: the year of telemedia? 2012 was the
year of mobile. 2013 promises even more for telemedia, Paul Skeldon
believes 11tElECOMS A world without mobile On the 25th anniversary
of GSM, John Strand thinks the unthinkable 12tElEMEDIA VCS dominate
iTV Ed Boddington explains how voice short codes have come to be
the new taste of interactive TV 13rEtAIl Loyalty pointers Krishna
Subramanian, CMO, Velti explains why iOS6s Passbook is so
significant 14tHE futurE 2013: bring it on As 2012 draws to a
close, experts from Accenture look at how 2013 is shaping up for
telemedia 16
DIrECtOry The leading industry directory of services 21
continued page 2>>>
Latest news at www.telemedia-news.comCatch our blog at
www.telemedia360.blogspot.com
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Mobile device shapes a shoppers path to purchase, TradeDoubler
report shows
>from page 1 88% of global mobile users now using
m-commerce
with the Xmas 2012 shaping up to be the biggest m-commerce event
to date, brands and retailers need to make the most of the
opportunity. A real understanding of how a shoppers path to
purchase is influ-enced by their specific device and operating
system is vital to making the most of that opportunity, according
to Tradedoublers research report Mobile Devices & Behaviour,
released this week.
Mobile Devices & Behaviour reveals that on the path to
purchase, iPhone owners are canny and confident users of apps and
performance-based channels to enhance their shopping experiences
and search for bargains. 75% of iPhone owners surveyed use apps
daily and 28% search for vouch-ers and coupons at least once a
week. 25% search for vouchers in-store and 22% receive
location-based special offers. 21% have price comparison apps and
23% have daily deals installed on their iPhones, whilst 20% use
their phone as a loyalty card.
iPhone owners are the most engaged users, and are most likely to
access the mobile web daily (80%), research products weekly (46%)
and make purchases weekly or more often (20%).
Despite BlackBerry owners being most likely to describe
m-commerce as a frustrating experience, they are still active
shoppers, representing an affluent and time-poor group second only
to iPhone owners in regularly researching products
(31% at least weekly), hunting down cou-pons and purchasing
weekly or more often using their handsets (13%).
Android owners are the second most likely group to describe
mobile purchasing as a frustrating experience and they lag behind
when it comes to engaging with their device for mobile commerce
with only 10% purchasing weekly, making them currently the least
important target.
The rapid growth in tablet ownership adds complexity, but also
opportunity to the mobile commerce landscape. 23% of smartphone
owners already own a tablet and an additional 36% plan to acquire
one within the next year. Tablet owners are more likely to convert
research on their de-vice into a purchase, with 35% saying it is a
preferred means of purchasing products. They are significantly more
likely to buy higher ticket items, with nearly one in five (18%)
having spent more than 500 in one transaction.
An effective mobile site is essential for those targeting a
broad mobile audience. Android owners are far more likely to
research purchases on the mobile browser, 19% versus 9% who use
apps. A place on price comparison sites, offering strong
integration with barcode apps, becomes essential for influencing
purchase deci-sions for this group.
Our research shows that shoppers paths to purchase on mobile can
resem-
ble a maze, says Dan Cohen, Market Unit Leader, Tradedoubler. So
understanding how different mobile devices and oper-ating systems
influence and drive con-sumer behaviour from the initial research
through to the point of purchase is vital.
For example, unlike experienced iPhone users, many Android
owners are experienc-ing a smartphone for the first time. Howev-er,
given the platforms growing share, it will become increasingly
important to engage Android owners effectively, he says.
The report recommends that brands and retailers looking to take
advantage of mobile should adopt a seamless approach across online
and off-line channels with mobile-optimised websites and tracked
affiliate programmes, reinforced by special daily deals, voucher
codes and other relevant performance marketing initiatives to drive
additional revenues.
The varying patterns of behaviour across different devices eave
marketers with two options when it comes to devel-oping a mobile
strategy for performance marketing: target solutions at the groups
who are most engaged with shopping on their devices, or develop a
strategy that can work across devices and channels by side-stepping
the limitations and frustra-tions of certain platforms. We believe
that by targeting investment carefully, brands and retailers may be
able to achieve both, advises Cohen.
Andrew Bud, Global Chair MEF explains: MEFs 2012 report shows
how far mobile has come as a channel for both consumer engagement
and entertainment. Across the world, mobile content and commerce is
increasingly the most convenient way to discover, to choose and to
buy. The data has profound implications for brands, retailers and
financial institutions, as well as the content and entertainment
industry. We cannot be complacent: the report also reveals that
trust is still a significant barrier for consumers and the industry
must collaboratively address that to sustain growth.
NEWS
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Telstra first to offer Bango billing in Google Play, as operator
billing starts resurgencetelstra subscribers using Google Play can
now purchase digital content without resorting to sending SMS
messages or the limitations of credit cards, as Bangos integration
of Google Play goes live. Users now enjoy friction-less operator
billing powered by Bango, paying on their phone bill, without the
need to register personal details.
Bango expects to deliver further opera-tor connections into
Google Play in the coming year, as Android continues to forge ahead
in the connected device market.
More than an application store, Google Play is all the stuff you
love in one place, delivering music, books, movies and apps
straight to hundreds of millions of users around the world.
Operator billing is emerging as an ideal billing method for such a
wide-range of digital categories. The proliferation of content rich
devices running Android, coupled with the sim-
plest online payment method available, is the basis for a truly
transformative global business.
Bango is one of the worlds leading mobile payments and analytics
compa-nies. App stores, publishers and content providers use Bango
to collect payment from mobile device users for online con-tent and
services.
Bangos pervasive presence across app stores and the mobile web
creates a platform effect for its partners, lead-ing to more
identified mobile users and maximizing the number of single-click
payments. The result is a one click pay-ment experience and
significantly higher rates of collection.
This is the experience that Telstra sub-scribers on Google Play
will now enjoy.
Telstras Director of Consumer Applica-tions and Services,
Freddie Jansen Van Nieuwenhuizen, said the new service
would make it easier for Australians to acquire the latest games
and content for their mobile devices.
Aussies love their mobile apps. Telstra research shows that on
average we download 36 apps each year and one in five of those are
paid for. With more than 700,000 games, apps, books, movies and
magazines now available on Google Play, including a wide selection
of paid titles, many of our customers have told us they would like
a simpler way to buy.
Bango CEO Ray Anderson added: Android is winning the battle for
smart-phone market share. As user numbers soar, we will see an
increasing flow of developer talent and compelling content
channelled through Google Play. Were expecting that operator
billing from Bango will boost conversion rates and de-veloper
monetization. Its a new weapon in Googles armoury.
NEWS
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Mobile now the go to source for news, but it all depends on
experience finds Mojivapeople who read the news arent necessarily
giving up one plat-form in favour of a different or newer platform,
but are instead morphing into multi-platform consumers for
different news experiences. So says Amy Vale, VP, Global Research
and Strategic Communications of Mojiva, following the launch of the
companys latest report: the state of mobile news consumption.
The Mojiva report supports indus-try research that indicates the
United Kingdom has the highest percentage of frequent mobile news
users at 46.8 percent, and is the EU5 country (France, Germany,
Italy, Spain and the United Kingdom) with the highest
smart-phone-based news consumption.
The study also finds that 20 percent of UK respondents get their
primary news updates from their smartphone or tablet and more than
half of UK smart-phone owners (52 percent) check two
or more news sites or apps from their devices daily.
Eight percent of UK smartphone owners read news on their devices
while watching TV in the evenings and 65 percent will pay more
attention to mobile ads if the content is relevant to the actual
news story they are reading or watching on their mobile device.
The top three factors for mobile advertising receptiveness in
the UK are personalization/relevance (24 percent),
humour/entertainment (20 percent), and a minimal presence of fewer
ads overall (16 percent).
Nearly 70% of UK smartphone re-spondents would not pay for a
sub-scription to access their favourite news source from their
smartphone or tablet.
Reading the news in print, or even online, is a much more
immersive ex-perience given the nature of the screen size, whereas
reading news on a mobile device gives consumers up-to-the-min-
ute information on breaking news the second it becomes
available, wherever they may be, explains Vale.
NEWS
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GlobalCharge goes live with direct operator billing in Germany
with MACHmicropayments specialist Global-Charge is now live with
MACHs direct operator billing service in Germany. This latest move
has allowed Global-Charge to rollout frictionless payment
capabilities across its clients mobile apps, broadening customer
reach and creating new revenue streams by allow-ing charges to be
made directly to an end-users mobile phone bill.
According to MACH research carried out earlier this year, 37% of
smartphone users in Germany use direct operator billing as their
preferred payment meth-od. Using MACHs Direct Billing Gate-way,
GlobalCharge is now supporting end-users in Germany with this fast
and convenient one-click payment method, charged directly to their
mobile phone bill, when purchasing apps or in-app goods. By
offering a direct and sophisti-cated billing method, MACH provides
a
new revenue stream for app stores and content providers, while
also support-ing dynamic app pricing and innovative business
models.
Simon Coates, Commercial Director, GlobalCharge, said: With
MACHs Direct Billing Gateway we are now delivering direct operator
billing capability to our clients without them having to set up
individual agreements with each Ger-man operator in the market.
MACHs ability to enable real-time monitoring of transactions and
flexible price points means that we can provide our mer-chant and
developer customers with true e-commerce functionality across their
app propositions.
Additionally, of course, merchants and developers are also
benefiting from the ability to rapidly expand their customer bases
by monetizing pre-and post-paid mobile users who dont own
a credit card, he added.Michael De Jongh, Global Head of
Sales, Mobile Billing & Payments, MACH, concluded: Through
this agreement, MACH is providing the glue that unites apps and
content developers with op-erators, simplifying the apps landscape
in Germany. The ease of use that direct operator billing brings,
especially when compared to other payment methods like credit
cards, has been shown to im-pact how often consumers buy goods from
app stores.
As a result, direct operator billing both stimulates merchants
revenue streams and elevates the role of the operator, placing it
directly in the e-commerce value chain. As purchasing becomes
easier, consumer spending increases leaving direct operator billing
with the potential to boost the entire mobile content
ecosystem.
NEWS
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-
Juniper scales back NFC growth forecast thanks to Apples iPhone
5 ommissionjuniper research has revised its forecasts for the
global NFC market, significantly scaling back its growth estimates
for the North American and Western European markets.
While the report finds that by 2017 the proportion of
NFC-enabled smart-phones will be only marginally below previous
estimates, global NFC retail transaction values are now expected to
reach $110bn in 2017, significantly below the $180bn previously
forecast.
According to the report, Apples deci-sion to omit an NFC chipset
from the iPhone 5 has reduced retailer and brand confidence in the
technology, leading to reduced POS (Point of Sale) rollouts and
less NFC campaigns. This in turn will lead to lower NFC visibility
amongst consumers and fewer opportunities to make payments,
threatening a cycle of NFC indifference in the short term.
While many vendors have intro-duced NFC-enabled smartphones,
Apples decision is a significant blow for the technology,
particularly given its previous successes in educating the wider
public about new mobile services said report author Dr Wind-sor
Holden. Without their support, it will be even more difficult to
persuade consumers and retailers to embrace what amounts to a
wholly new means of payment.
The report found that Apples move would impact most dramatically
on markets in North America and Western Europe, where transaction
values would exhibit a two year lag on previous forecasts as
retailers delay POS invest-ments.
Conversely, retail transactions in NFCs heartland in Japan and
Korea are likely to experience little or no impact from the
decision. It also observed that lower than expected adoption of
Google Wallet allied to a delayed launch of the ISIS NFC project in
the US would
also have a negative effect on that market.
The report does suggest, however, that despite Apples decision,
NFC trial consumer feedback e.g. at the London Olympic venues and
in Singapore - has been extremely positive, suggesting strong
latent interest when services are more widely deployed.
Also, both MasterCard and Visa have certified several NFC
service solutions and datacentres, including those of Giesecke
& Devrient and Gemalto.
NEWS
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Sports fans embrace idea of fast, free, stable wifi at
events
research released this month by Easynet and iBAHN shows sports
fans are waking up to the idea of free, fast and stable WiFi
connectivity when they attend a match.
One in five (19%) respondents said that they had checked for
WiFi in a sports venue and 37% of those who have checked said they
had used it to go online. The survey clearly shows sports fans
preference for free WiFi: only 3% of respondents said that they
would pay for WiFi access at a stadium/track.
Interestingly, although the vast majority of the 1,945
respondents in the YouGov SixthSense report said that they would
not pay for WiFi to get special content, 11% of those who had
visited a venue in the past two years said that they would pay for
WiFi to get live commentary, and 12% said they would pay to get
real-time replays.
19% agreed with the idea of being able to order and pay for half
time refreshments on their mobile devices through WiFi.
Easynet and iBAHN, as part of the Connected Everywhere*
consortium, champion the benefits of the connect-ed fan and the
rich, interactive stadium experience.
Adrian Thirkill, Easynets UK manag-ing director says: We need to
show fans and event-goers that technology can enhance a visit to a
stadium rather than detract from the main event. As the sec-ond
screen evolves, using a tablet to access information synchronised
with an event will become second nature.
Thirkill cites the example of Reflink in rugby at the very basic
level, a single station radio available at major matches and
international games for 10, on which fans can hear what the
officials are saying to the players. Just listening brings the
pitch experience to life, gives an insight into the game and helps
explain the rules to fans who are new to the sport. This has huge
potential to evolve into a visual media-rich experi-ence.
In the US, visitors to events including the Super Bowl get a
rich, personalised, interactive and collaborative experience and
can even order, and pay for, half time refreshments without having
to queue.
Graeme Powell, managing direc-tor iBAHN EMEA says: We think that
the British sports fan is on the cusp of embracing fast, secure and
stable WiFi at events. If we look back to pre-broad-band internet,
users would not dream of downloading video or even music. The
availability of broadband trans-formed the way people used the
inter-net. In the same way, the availability of free WiFi will
fundamentally change and improve the sports fans experience at
stadiums.
He continues: Technology doesnt have to be intrusive.
Collaboration and information-rich integrated content can create an
unforgettable experi-ence. Think about London 2012: it was classed
as the first truly digital games, with unprecedented use of social
me-dia. The volume of tweets, images and videos was huge.
NEWS
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mFortune beats off stiff competition to claim m-award
Orca Digital ranked 90th fastest growing tech firm on the
Deloitte EMEA 500bango has announced Orca Digital, the leading
provider of telecoms and converged media solutions, today announced
that it number 90 on the De-loitte Technology Fast 500 EMEA 2012, a
ranking of the 500 fastest growing technology companies in EMEA.
Rank-ings are based on percentage revenue growth over five years.
Orca Digital grew 1,371% percent dur-ing this period. Orca Digitals
CEO, Will Neale, credits technical innovation and a rapidly
evolving landscape with the companys revenue growth, Behind Orca
Digitals growth is strong de-mand for its voice short code
products, which enable enterprises to provide a more memorable and
price transpar-ent contact number for mobile phone
users, as well as growing interest in our multi-platform
broadcasting and event streaming solutions.David Halstead, Deloitte
United King-dom and partner in charge of the Deloitte Technology
Fast 500 EMEA pro-gramme said Being one of the 500 fast-est growing
technology companies in EMEA is an impressive accomplishment. We
commend Orca Digital for making the Deloitte Technology Fast 500
EMEA with a phenomenal 1,371% growth rate over five years.Alongside
other high growth London-based technology companies, Orca Digital
is emerging as one of Europes key success stories. With only 15
staff it generated over 5m in revenue in its last financial
year.
mobile sportsbook specialist mFortune has beaten off stiff
competi-tion in the EGR 2012 awards to win Best Mobile Product
award beating William Hill, Betfair, Sky Bet, and Paddy Power.EGR
official judges said: Mobile sports-book operators have dominated
this category for a number of years, however mobile casinos are
coming of age. The judges felt that mFortunes huge growth
in the last year and its laser-like focus on mobile was hugely
impressive generating even more impressive results. More than 2.3m
unique players have played mFortune games since its launch three
and a half years ago representing a breakthrough number of players
through a standalone mobile offering. James Goode, Head of
Marketing and Strategy for mFortune added: In a sector where
hundreds of millions of pounds are
spent to maintain competitiveness, it is mFortune who have
stolen the lead in the mGaming sector. Understanding the core
dynamics that are linked to delivering an mGaming experience, is
the key reason for mFortunes rapid growth and success. Its such an
incredible recognition and we are all extremely proud and very
hungry for more success in this sector.
NEWS
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NEWSCherrySauce paints explicit mobile adult picture
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OPINIONFROM THE EDITOR
2013: the year of telemedia?2012 could have finally been the
year of mobile that pundits have hankered after since the mid
1980s. But now that mobile is well accepted, could 2013 be the year
of telemedia? Paul Skeldon takes a look beyond the turkey and
trimmings
so that was 2012. On a personally level it wasnt one of my
favourites, but also I think from an industry point of view it went
a lot better than perhaps we all thought it would at the start of
the year. We only have to stay out of triple dip recession in the
first half of 2013 and we are laughing.
2012 was notable of course for the 25th and 20th anniversaries
of GSM technology and SMS respectively, but it also marked the
watershed point at which more smartphones than normal phones were
in use in the US (with the UK not far behind). The year also saw
the rise of the tablet with more than 10% of m-commerce likely to
be carried out on a tablet this Christmas: a massive increase on
last year.
In many regards I think that in years to come, technologists may
well deem 2012 to have been the year of mobile. And lets face it we
have been waiting for it to be the year of mobile for at least the
25 years since GSM technology was mooted.
But what does it mean for 2013 that everything is now so mobile?
From a commerce point of view, Christmas 2012 offers a great
insight into how mobile is likely to be used across the retail
sector in the coming months. And its not as straightforward a
picture as you might imagine. Shoppers are not simply switching to
a smartphone or a tablet and lying back on the couch and buying
things there instead of on their PC or in a store. Oh no.
For starters, different devices are being used for different
(and often multiple) parts of the sales journey. Advertising on
websites, TV, in magazines and newspapers and on mobile itself
often prompts some smartphone based research. This initial research
is often then done in more depth on a laptop or tablet. For small
ticket items the purchase often then occurs on one of these
channels from home, but for the bigger ticket items, a visit to a
retailer is often done and then how the goods are purchased can be
anything from there and then in the store, to showrooming to click
and collect to going home to think about it then buying on
mobile.
Tablets, meanwhile, are being grabbed when the mood takes and
lead to surfing and some buying but also a lot of social
interaction about potential purchases.
Location services and mobile targeted ads are some way off the
mainstream, but 2013 is likely to see these things also added into
the mix.
So retail and mobile is a heady mix, with some really
interesting things to come in 2013.But the wider telemedia world
also has some really key developments taking shape. Media is
increasingly becoming inter-
active and digital and consumers are increasingly ready to pay
for some things. Growing numbers of consumers are using digital
channels to consume multimedia content and increasingly are seeing
that paying for value-adds often in app has some real value.
On the back of this, but with a much wider remit, ,microbilling
is about to explode on mobile in 2013 for everything from buying a
can of coke to paying for carparking to having a flutter on the
nags to buying things in app.
And there is a growing move to make operator billing easier and
more straightforward to deliver these services. We are, I believe,
going to see some true telemedia payment coups in the coming year
and, but this time next year, operator microbill-ing will be a
natural part of the mix. We might even see retailers starting to
get on board with that too: which will make 2014 look even more
interesting. Merry Christmas and a Happy New Year!
Editorial Editor Paul Skeldon [email protected] | Sales &
Marketing [email protected] | Production Director Annika
Micheli [email protected] | Publisher Jarvis Todd
[email protected]
To subscribe, please go to www.telemedia-news.comWhat weve been
listening to James Arthur | What weve been amused by Jarvis Todds
tales from the old days | Who weve been following #telemedia | What
weve been reading about Neil Young | Jan 2013 will bring... a very
slow start with a lot of wobbles, but hopefully some green shoots
before spring
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OPINIONJohn Strand
On the 25th anniversary of the development of GSM technology,
John Strand wraps up 2013 for us wondering what the world may have
been like had there not been a mobile revolution
A world without mobile
more than 5.6 billion people in the world use a mobile phone.
Teenagers who grew up with mobile phones cannot imagine how their
parents lived in the dark ages without mobile phones and personal
computers. Today many people consider mobile technology as a
natural thing, something that you use without thinking. It is
important to reflect on life before the GSM standard. Before the
digital mobile technology came along, there were a number of analog
solutions. In Europe and the Nordic countries people used the NMT
450 analog technology.
Twenty-five year ago on 7 September 1987, the GSM vision was
launched when a group of operators from 13 countries signed a
memorandum of understanding in Copenhagen. There were 15
representatives in total: France, Germany, Italy, Sweden, Norway,
Denmark, Finland, Spain, Netherlands, Belgium, Portugal, Ireland
the United Kingdom, and two independent operators, Cellnet and
Racal-Vodafone.
The Copenhagen agreement created the framework for Eu-ropes
response to the mobile technology race, which at the time was a
competition between the Americans, Japanese and Euro-peans. The
objectives were many, but one of them was to ensure that Europe and
European technology were the foundation for the next generation of
mobile telephony.
Many of the leading mobile technology companies have their
origin in the Nordics. Nokia and Ericsson are leading lights. The
question is whether the Nordic region will play a key role in
mobile technology in the future. Although the chances of a new
Nordic behemoth, for example a new Nokia or Ericsson is limited, we
believe that the heroes of the future will come from small
innovative companies that will join together in large networks, so
their services and products can enter the global economy.
In addition to the shift in power, there is also a shift in
conscious-ness. People no longer focus on the region or nation
where a company comes from, except if it comes from China.
It is almost impossible to quantify the advances made to our
society by the GSM agreement in Copenhagen 25 years ago. Few of us
imagined how much modern mobile communications would change our
lives for the better. Indeed mobile technology has transformed in a
number of areas such as economy, growth, employment and innovation,
creating no less than a revolution.
The list of benefits from the GMS standard is long, but how
about the fun? Here are some observations from a humorous angle.1.
Who would be the worlds richest man today if Carlos Slim had not
invested in mobile telephony in Latin America? What would have
happened to all the other wealthy people if they had no mobile
technology to invest in?2. What would all the Apple fans have done
for an icon if there were no iPhones?3. How would the world look
like if Motorola, Nokia, RIM and other mobile technology companies
never had their ups and down?4. How else might we have learned
about all the stupid and embarrassing stuff that celebrities do, if
we had no SMS or MMS which later ended up in the press?5. How else
would have so many corrupt politicians and officials have made
fortunes if not by issuing mobile licenses?6. How many journalists
would be out of a job if they did not have mobile technology to
write about?7. With all the court cases about mobile patents, how
else would judges, lawyers, and patent experts have a made a living
with the advances in mobile technology and its intellectual
property spinoffs?8. What would it have meant for the camera
industry had there been no mobile technology? Would Kodak and Agfa
still be domi-nant players? Would there be a market for digital
cameras?9. What would it be like to ride in a train or bus or be in
public place if there were not cell phones ringing? How much more
cum-bersome would it be if we still had to use phone booths?10. How
many romantic relationship would never have blos-somed because shy
men and women could not flirt with SMS?
There is no shortage of changes that mobile technology has
brought to our lives. The fact is that modern mobile commutation is
here to stay thanks to the GSM agreement signed 25 years ago
We at Strand Consult can only say congratulations, and thank
you, to the vision of founders of the GSM standard. Given the
excitement of the last 25 years we look forward to the next 25, and
hope in that in 2037 we will write yet another note of
congratula-tion on the 50 years of GSM technology.
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OPINIONAIME
Over the months we have seen Vopice Short Codes become ever-more
popular especially around interactive TV services. Edward
Boddington, chairman of AIME and CEO of Harvest Media group charts
their rise and looks at what they might have to offer in 2013 and
beyond
Voice short codes: dominating interactive TV
over the last few months we have seen the successful launch of
Voice Short Codes (VSCs) on TV screens for voting for-mats
including BBCs The Voice and Strictly Come Dancing, ITVs Britains
Got Talent and The X Factor and Fives Big Brother. This is after a
number of years of lobbying by AIME with VSCs having been top of
the Interactive Broadcast Forums agenda during this period.
The successful launch of VSCs is a prime example of Industry
stakeholders all working together to achieve a collective
objec-tive. Particular credit should go to the Mobile Operators,
BT, Broadcasters and AIME for driving this through.
I am delighted to write about the success of VSCs, both
opera-tionally and from a viewers perspective and have highlighted
some details below.
VSCs allow viewers to vote from mobiles and landlines at the
same cost that is promoted on screen. Previously, view-ers had to
pay a premium for calling a 09 premium number from a mobile and
this could often be as much as three or four times the stated cost.
Hardly an ideal situation and I estimate that several hundreds of
thousands of pounds have already been saved as a result of VSCs and
this will turn into millions of pounds of savings to consumers
shortly. I expect that VSCs will be used more than 09 in due course
and have been pleasantly surprised by the uptake so far. This
clearly demonstrates that viewers appear to have understood the
on-screen messag-ing and credit should go to the Broadcasters and
Production companies for getting this right.
VSCs are quick and easy to use and there have been very, very
few viewer complaints and or queries so far. From a service
providers perspective, we have been delighted by the way VSCs have
been integrated so successfully into BT RIDEs platform for high
volume TV events, also allowing for easy reporting. Capacity has
not been an issue. There is no latency with VSCs, so theyre easy
and practical to use where its not always feasible to use other
channels such as SMS with the short voting windows.
Due to the shorter 5-7 digit numbers for VSCs, they are easier
to remember than the 11 digit standard telephone numbers;
some-thing I expect will help build volumes over time.
The clearer price messaging on screen also contributes to a
bet-ter viewing experience, removing some of the clutter on screen.
As well as this clarity, consumers who ring outside the announced
voting window are protected by the ability for VSCs to be set to
non-chargeable, unlike text voting methods.
I expect that over time, VSCs will result in more sponsorship
in-
tegration as it will be possible to use SMS bounce backs to
mobile handsets assuming opt-in from the audio message.
The one area that I would like to see progress on is better
payouts from the mobile operators to service providers. Currently,
VSC out-payments are around 25% less than 09 and this gap needs to
be narrowed and preferably eliminated entirely!
To summarise, the successful launch of VSCs is a real feather in
the cap for the Industry. Too often, we focus on the negatives and
not enough on the positives. VSCs have resulted in the following:
Cost savings to viewers which will be substantial over time Better
viewing experience Another channel to interact with from mobile
handsets Greater opportunities to integrate sponsors Reduced
payouts and so lower margins for industry.
-
ANALYSIS
Amid the excitement surrounding the iPhone 5 launch, some
critics pointed out that lack of NFC was a real retail turnoff.But
was it that Passbook is really the key to Apples place in
m-retailing? Krishna Subramanian, CMO, Velti explains
Loyalty pointersconsider what matters more to retailer and
consum-ers: providing one more way to pay for things (when your
wallet is already full of cards) or delivering an entirely new way
to deliver coupons, loyalty points, and other value-added shopping
offers and services? Apple calls its new shopping service Passbook,
and this is perhaps the most under-rated feature of iOS 6.
While the sudden appearance of the Passbook icon on the iPhones
home screen may have some users scratching their heads, its premise
is simple: Passbook is an app for receiving, managing, and using
offers, tickets, and loyalty points. People can receive these
itemscalled passesvia email, web, or SMS, or a brand-specific,
Passbook-capable app from the App Store can deliver them directly
into Passbook. To redeem the pass, the user simply clicks on it and
a barcode appears. The merchant then scans it to apply the
discount, redeem loyalty points, etc.
Brands and consumers in the US have already been quick to
embrace the new service, and Passbook-enabled apps for brands such
as Ticketmaster and American Airlines quickly entered the top 10
free apps in the App Store. Uptake in the UK has not yet been as
rapid, but once brands begin integrating and promoting the new
service it is likely to become equally as successful here.
On the face of it, Passbook is a nice convenience and offers
consumers a simple way to manage and make use of the offers they
find beneficial without having to stuff their wallets with coupons.
However, on closer consideration it delivers much more than that,
and Passbook is poised to become a major force in retail and in the
customer loyalty space.
Now, brands have a direct channel to deliver offers right into
their customers pocketsno waste, no coupons to be left at home, so
no missed opportunities. Passbook apps give the brand a dedicat-ed,
persistent presence on the most personal device in the con-sumers
life; in-app notifications of newly received offers re-engage
customers where other apps can fade from memory and use.
The potential to integrate location-based services with
Pass-book makes the offer even more compelling and means passes can
be sent according to time and location-specific triggers; for
example, a customer walking past a store or caf can get an alert to
highlight that Passbook contains relevant offers or promotions.
Passbook may also make it easier for brands to track the
perfor-mance of the offers they push out to customers. By seeing
which coupons are actually redeemed, and how, brands could finally
close the loop and apply robust analytics to their conversions.
Customer loyalty programs often seem better on paper than they
do in practice. By rewarding customers with loyalty points
that they can redeem for goods and services, you build stronger
relationships, encourage higher spending, and foster brand
affin-ity. However, its clear that not all customers find points
useful.
34% of reward points go unredeemed and expire, and to a large
extent this is because they are difficult to track and redeem. That
means that typically more than a third of loyalty programmes
represent wasted effort by the brand and undelivered value for the
customer.
But help is finally at hand. Loyalty is going to get a makeover
this decade, driven by the personal connection with consumers that
the mobile device facilitates. And Passbook will be the vehicle
that takes loyalty to the next level. It provides convenience, ease
of use, and provokes action (via geo fenced features, push
notifications, etc.) that drives conversion and loyalty on the
device consumers depend on most in daily life.
With Passbook, loyalty points are updated in real-time as theyre
accrued; customers can see how many they have at a glance, and can
redeem them as easily as swiping their phone. Higher re-demption
rates may require brands to reconfigure the economics of their
programmes but the impact on customer loyalty makes them well worth
the effort.
It is worth considering how Passbook will impact existing
loyalty programmes, such as Nectar in the UK. Whereas you might
think that Passbook would erode some of the value in these schemes,
its far more likely to augment the schemes already in the market by
adding more convenience and boosting redemp-tion options. With so
many points going unredeemed in the cur-rent loyalty landscape,
Passbook adds a further redemption layer, giving the consumer
increased flexibility to redeem points when they are in shopping
mode in store or at point of sale.
Furthermore, Passbook enhances the ability of consumers to track
their loyalty points and review their reward status in real time.
This process was far from intuitive previously, requiring
con-sumers to log in to their accounts and carry cards, but
Passbook streamlines this through a single app, delivering the
information that shoppers need straight to their device. With these
factors in mind, Passbook is entirely complementary to existing
loyalty schemes and will make a positive contribution to the way
that consumers are able to engage with them.
Brands and retailers stand to benefit from the increased sales
and conversion rates that Passbook will help to drive. But thinking
about the model more broadly, there is no real reason why the
Passbook concept should be confined to iOS devices alone. To
deliver even broader relevance to the retail chain, Passbook
could
Retail
-
ANALYSISRetail
also be translated onto other platforms to work with Android
and/or Google devices as well, becoming a truly device-agnostic
brand engagement channel in the process. This would increase the
relevance of Passbook even further from brands in the knowledge
that they could reach all consumers, regardless of device type,
direct to the shop-in-their-pocket. Indeed, the failure to migrate
Passbook-like functionality to other operating systems may well
lead to reluctance by brands to support those devices, effectively
robbing the retail environment of a large chunk of its customer
base and potentially contributing to a decline in sales for the
de-vice manufacturers. The question really is not if, but how
quickly the Passbook model can be integrated with other
devices.
By enabling brands to offer a differentiated loyalty solution
for the age of mobile, Passbook will effectively add new life to
loyalty programs. Not only will it stimulate redemption, it will
also enable brands to capture new kinds of customer interactions
and track the detail in conversions, thereby facilitating the
future customisa-
tion of loyalty and marketing programs in the effort to make
them even more attractive.
Passbook is the just the beginning of a previously untapped
dimension in mobile that stimulates consumer interaction to turn
unknown customers into clearly defined brand advocates. By
creatively integrating existing consumer data with Passbook data,
brands can benefit from unrivalled, actionable insights about their
customers. They can then use this insight to build differentiated
loyalty programmes that offer high-value and high relevance. In
this way, Passbook delivers innate potential to play a key role in
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and retailers will be able to make infinitely better-informed
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2013With the new year just around the corner, we asked some of
the boffins at consulting form Accenture to give us their views on
what 2013 has in store for media and telecoms.
unlocking the complex ecosystemIn 2013 we will see the key
players evaluating their own ecosystems and establishing what their
niche is in order to identify revenue generation opportunities, and
as a result we will see more creative thinking about strategic
alliancesby stuart orr, managing director, communications industry,
accenture uk & ireland
2013 is a year that we expect to herald more major developments
in the communications and media industries, as operators battle to
compete and keep pace with rapidly evolving consumer demands.
2012 was marked by a flurry of mergers and acquisitions, such as
Googles $12.5bn purchase of US phone maker Motorola Mo-bility and
Sonys acquisition of Ericssons 50 percent in the two companies
smartphone manufacturing joint venture.
Perhaps the most noteworthy element of Sonys deal is that it
typifies what has become clear to many within the industry, that
communications businesses need a wider ecosystem to really compete
on the global stage. This realisation drove many of 2012s deals,
and will continue to influence operator strategies as we move into
2013.
Gone are the days of being able to pick up new custom-ers
through inter-operator churn, or even rely on growth by offering
impressive hardware or network coverage. In order to simply
survive, the service provider of today is locked in a struggle to
add value by building an ecosystem that provides customers with
compelling content and services.
Operators have realised that they need to break out into new
areas of the value chain, and over the next 12 months we will see
the key players evaluating their own ecosystems and establishing
what their niche is in order to identify rev-enue generation
opportunities. Some will follow players such as KPN and BT in
building IPTV platforms, and developments such as BTs acquisition
of football and rugby broadcast rights
in the UK have set the scene for intense competition to win
highly prized triple play customers.
Many will look at the competition and conclude that the answer
lies outside their own company walls. Consequently it is likely
that well witness several deals where communica-tions companies are
buying media companies, and vice versa. We will also see more
strategic alliances as a result.
Indeed, the changing dynamic of the ecosystem is there for all
to see in the newfound willingness of traditional rivals to strike
deals and alliances. The new mobile commerce scheme established by
Vodafone, O2 and EE and the network sharing deals between Vodafone
and O2, are the kind of scale plays which will be crucial to
long-term success. Recognising those opportunities for sharing
capital investments with a competi-tor, whilst unpalatable to some,
is becoming standard across the industry.
Its essential that operators evolve their offering and part-ner
with industry players or even rivals to remain competi-tive.
However, in todays saturated telecoms market there is one more
critical and sometimes overlooked factor in the battle for consumer
loyalty customer service. Consumers have demonstrated their
willingness to switch between op-erators, and as the services
operators offer increase in volume and complexity, the customer
experience will be key. Any operator that can differentiate and
personalise its customer service will be well-positioned in the
battle for brand loyalty in 2013.
ANALYSISPredictions for 2013
A very big yeAr?
-
the consumer is king of contentConsumer content creation and
curation is set to dominate in 2013 as more consumers are given the
tools to cre-ate and access content on demand, with more control as
to how, where and when they access this content across multiple
platforms, changing the very concept of the channel as we know itby
charlie marshall, strategy lead, media & entertainment
industry, accenture uk & ireland
the way in which consumers engage and interact with content over
the past few years has changed exponentially. In 2013, we expect
this trend to continue as consumers move further towards two
specific categories; content creation and content curation.
Looking at content creation, we anticipate that consumers will
start taking greater ownership and control of the actual creation
process. In addition, the content they will produce will challenge
the industry as it becomes increasingly profes-sional in
output.
This will in part be driven by the increased availability of the
tools and the technology required to create professional user
gen-erated content, but also by a step change in consumers
mentality as their concept of the nature of the editorial process
shifts.
Where once the camera in mobile handsets was a curse that added
no value to service providers, now companies are asking how they
provide ever more sophisticated tools for consumers to capture,
edit, upload and share more content, whilst ensuring that it boosts
the bottom line.
What does this mean for businesses in the media and
com-munications industries? They must respond to the demand and
provide the tools and the devices that can deliver this content
directly into consumers hands. And they must ac-cept and harness
consumers roles as part of the content creation process.
The second, and arguably most impactful, development we are
expecting in 2013 is the way that consumers engage with con-tent,
taking charge of curating their own content experiences.
ANALYSISPredictions for 2013
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ANALYSISPredictions 2013
Traditionally, when a consumer wanted to choose what content to
engage with, they would reach for the nearest local TV or radio
listing. Here, the schedule dominated, with content curated for
consumers by the media owners them-selves. In many ways the content
and associated behaviours were being dictated to consumers by
broadcasters yet now those roles are reversing.
This has evolved radically in the last few years as consum-ers
have found their own tools to access content on demand, with more
control as to where and when they access that content across
multiple platforms.
In 2013 we will see more consumers bundling different types of
content together. Through a mix of linear, on de-mand and archive,
consumers will curate content into their
own channels and playlists. This new experience may be less
about the content itself,
and more about the wider digital experience around that content
and how consumers engage with it.
Communications service providers need to think about how they
create platforms for providers to publish content and the shift in
consumer behaviour that will ensue. They will also need to identify
just how that content is orchestrated across multiple screens, both
creatively and technically.
We can expect to see platforms and tools set up to man-age this
curation concept, with YouView an excellent early stage example of
that. Towards the end of 2013 we might even begin to find ourselves
asking What is the future of the traditional channel?
operating model optimisationGlobal operators are already driving
down costs by harmonising their IT estate and processes across
their footprint, while independent operators need to leverage their
own strengths by focusing on consumer segmentation, person-alised
customer service and innovative local partnershipsby stuart orr,
managing director, communications industry, accenture uk &
ireland
the next 12 months are going to see some of the most challenging
in memory for mobile network operators not just in Europe, but
right across the globe.
Economic turbulence, declining revenues and rising debt levels
are piling pressure on the operators. And while they struggle to
manage these conditions, they are fighting off increased
competition from disruptive players and chasing growth along with
global expansion.
How can operators ensure they are ready to meet these
challenges? The rapidly evolving marketplace has already led to
major organisational change, but operators need to do more still to
optimise their operating models for efficiency and competitive
advantage in a global arena.
Global operators have already started to harmonise their IT
estate and process across their
footprint, and we will see a continued trend for centralis-ing
everything within the business, from network and service operations
all the way to buildings and business process.
These developments present both an opportunity and a threat to
smaller independent operators. These players face particular
challenges, as they struggle to obtain competitive deals on network
equipment, while their inability to purchase at scale limits access
to the most sought-after smartphones and tablets in advance of
their rivals.
Access to capital for multinationals, able to raise money on the
global stage, is also significantly cheaper than for those that
need to raise money locally. The interest rates on borrowing can be
eye watering compared to what the global operator networks enjoy.
In addition, new products and services also require constant
innovation, and the global operators are better-equipped to drive
this between their various country operations.
So how can the independent operators compete? They lack the
scale to make significant cost and efficiency savings by
consolidating their functions. However such consolidation carries
the risk of becoming more remote to customers, and while global
operators are driving down costs in this way lo-cal players can
seize the opportunity to maximise their local presence and
knowledge. Consumer segmentation, person-alised customer service
and innovative local partnerships are just some of the areas where
independent operators can focus their operating models to achieve
competitive advan-tage.
Given the dramatic changes the industry is experiencing, both
sets of operators will continue to face major challenges. However
those that can optimise their operating models, whether its to
drive efficiencies or differentiate their services, will be
best-equipped to succeed.
-
the fact that most organisations in the communications and media
industries are re-evaluating their business models and how they
make their money is by no means a new trend for 2013. It doesnt
however make it any less relevant.
The whole value ecosystem around communications and media is
changing. Whats interesting is how this has been driven in large by
arguably the three major players in the digital space; Apple with
hardware, Amazon with ecommerce and Google with search
advertising.
Of course, there are many other organisations such as Facebook
and eBay you could look to as well, but it is the way in which
these three have leveraged themselves into the media and
communica-tions markets and shaped business models around them
where we can draw our lessons.
What many organisations operating in the communications and
media space need to be asking themselves is How do my
economics fit into this new world, and how do I preserve,
protect and diversify my revenue streams?
Organisations need to consider how they can participate in the
new models around them. How can I, as a broadcaster, explore
ecommerce services? How can I, a mobile operator, deliver a bet-ter
and more integrated hardware experience for my customers than I
have previously? How can these companies better leverage brands and
new content?
For communications service providers, the age old question of
voice and text revenues remains, as well as how they finally begin
to properly monetise data services. Its not a new question, but its
as critical in 2013 as its ever been.
Life is now multiplatform. So how do the different screens we
have as part of our daily media lives interact with each other and
what forms of creativity and technology are required to
orches-trate the consumer experience across those screens?
ANALYSISPredictions for 2013
brave new business modelsAs the communications and media
industries continue to re-evaluate their business models, we can
expect to see more focus on specific verticals, while consumers
move to new forms of payment for content and servicesby charlie
marshall, strategy lead, media & entertainment industry,
accenture uk & ireland
-
ANALYSISPredictions 2013
One immediate challenge for the content industries will be how
to respond to the potential trend of the all you can eat
subscrip-tion models moving towards an la carte world. In the next
five years, we will see fewer people spending the same fixed sum
with one provider on a monthly basis, as they move to spend more
with a number of different direct providers to suit their content
needs. All this will be enabled by new super platforms that high
speed broadband can make a reality.
Alongside this, there will be considerations for advertisers as
the pull of more targeted, interactive experiences continues to
challenge traditional linear advertising models. In particular,
will we reach a point in 2013 where the whole industry can move
together? Or will individual media owners still be wrestling on
their own with
the risks and challenges of moving to a new world of
advertising?The way in which we look at social will also change.
Content
providers, operators and broadcasters alike will evaluate
whether it is simply a form of marketing, or whether it can become
a form of actual distribution for getting their content out to
their customers.
Its not just about direct consumer revenues. We can also expect
to see a lot more telco companies, those that are unsure of whether
they can own a significant enough piece of the consumer pie, trying
to come up with industry B2B proposi-tions based on providing
efficient and effective routes to market for other players.
Arguably this is the only remaining source of revenue beyond
consumers and an area that still represents real opportunity.
the end of the downturn: tech implicationsWhile operators remain
under cost pressure, savings and operational efficiencies in the
network will be only one focus, with new growth opportunities
through content, payments and the connected home becoming an
increasing priorityby warren tucker, network lead, accenture uk
& ireland
whether or not 2013 sees the end of the economic down-turn, the
continuing decline in telco revenues is a challenge to be met by
converting growth in subscribers and data to revenue and
identifying adjacent markets, while freeing up cash for investment
in the network.
The speed and quality of networks are now key differentia-tors
in the competition for revenue and market share (Accenture Mobile
Web Watch research 2012). In order to remain profitable operators
need to find innovative ways to reduce network costs while ensuring
they can deploy capacity quickly. One key strategy will be further
network sharing agreements, already a notable feature of
next-generation network deployments during the downturn,
particularly in developed markets. Network sharing not only reduces
costs; it also accelerates deployment speed while filling gaps in
network coverage.
Network outsourcing is relatively early in the maturity curve
and could represent an opportunity for companies to achieve a
competitive edge in 2013. Operators will turn to centralising,
consolidating and outsourcing across broader sets of back-office
network activities, including testing, provisioning, inventory data
management and expense management, as well as related ap-plications
and infrastructure.
We also expect some operators to pursue an aggressive
simplifi-cation agenda, decommissioning products that are driving
cost up in the network and focusing investment on greenfield builds
instead of maintaining expensive legacy products. The demand to
invest in new technology will continue to build but we predict
op-erators will focus their innovation drive on reducing
operational costs as economic uncertainty lingers into 2013.
Accenture analysis shows that return on invested capital (ROIC)
for operators in the past 10 years has declined by up to 32
percent, but that content, platform and device manufacturers all
showed
growth of up to 50 percent in some cases. So it is clear that,
currently, operator investments are being monetised by content,
device and over the top (OTT) players. Driving their revenues up
requires that telcos find their place in the ecosystem and compete
with the OTT players. We note three key areas which could make a
difference: video, payments and home security.
Content remains a differentiator and requires a clear strategy.
Video represents over 50 percent of network traffic today and
services like YouView have shown how operators can find a place in
the ecosys-tem and take a stake in the OTT world. We believe that
this model could transpose to mobile, especially with the advent of
4G services and emerging mobile content delivery network (CDN)
players.
Operators have a unique and trusted billing relationship with
their customers and time is running out to capture serious mar-ket
share in charging and payments. Companies like Barclays, Visa,
MasterCard and PayPal already have services in the marketplace.
These are at the application layer and research such as Accentures
Mobile Web Watch shows that 70 percent of consumers are still
worried about data security, so this could provide a short-term
opportunity for operators to step in.
Finally, the overall connected home market is expected to grow
to over $300Bn by 2016 (GSMA Vision of Smart Home 2012), so the
router as the point of technology consolidation in the home is an
opportunity for telcos to grab an early share. Home security is a
massively under-penetrated market in the UK, in stark contrast to
the numerous customisable, managed and monitored services available
for a monthly fee from the US operators. Few compa-nies offer this
in the UK but it can raise ARPU annually by around 400 per
household. While publicity around video and content abounds, the
GSMA Vision of Smart Home report predicts home security market
revenues in 2016 will be worth $110bn versus OTT/VOD at $31bn.
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MWC2013_FA01_op.ai 1 15/8/12 4:54 PMMWC2013_FA01_op.ai 1 15/8/12
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tyntecSMS interaction: 2-Way SMS Dialogue, Outbound &
Inbound, Mobile Authentication & Number Lookup.
Contact: Scott Crowley Tel+49-89-202451204,
[email protected]
ViatelPremium SMS Premium rate numbers IVR Specialists in
Scandinavia Safe payments
Contact: Phone: +46 8 50601015, Email: [email protected]
www.viatel.se
Kwak Telecom LtdLeading provider of International payouts
numbers & domestic premium rate numbers
Contact: Tel +357 22 022300,
[email protected]
MasvozSpanish leading provider in Voice Services, Micropayments
solutions & Sms services
Contact: Carlos Jimnez. 0034 902 500 807,
[email protected]
XonaduWhite label providers of real text dating & sms chat.
Real women = real revenue
Contact: Will Douglas, E. [email protected], Tel: 0333 332
0133 www.xonadu.com
Orca DigitalUKs leading provider of interactive platforms for
mobile, web and TV
Contact: [email protected] // 020 8819
5710www.orcadigital.com
Silverstreet BVSilverstreet provides global, mobile advertising
and broadcast solutions.
Contact: Tel.+44 207 060 5480www.silverstreet.com