tag:blogger.com,1999:blog-56852554722826725212024-03-08T08:09:32.670+00:00Telemedia360All round interactive mediaUnknownnoreply@blogger.comBlogger114125tag:blogger.com,1999:blog-5685255472282672521.post-81598011082633584772013-06-27T17:16:00.000+01:002013-06-27T17:16:01.797+01:00Time for Payforit to come out fighting
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<br />
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So is this International Mobile Payments week, or what? Out
of nowhere there have been a raft of launches of mobile payment services, some
of them pretty disruptive IMHO, and, of course, the Payforit Summit, which took
place in London on Wednesday and attracted quite a crowd.<o:p></o:p></div>
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<br /></div>
<div class="MsoNormal">
The two biggest initiatives in the world of m-payment that
we have seen this week has been the launch of Zapp, but VocaLink and Zinc by
WorldPay – both products that look to up the ante in terms of making
simple mobile payments easy to do, ubiquitous and perhaps even something that
consumers will actually start to use. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Of course they are up against some stiff competition, but
they seem to have decided that now is the time to bolt out of the gate and
really start pushing mobile payments to both merchants and consumers with the
idea that someone has to if any of this is going to take off.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
In light of all this, the Payforit Summit was particularly
interesting. Now, Payforit is quite a slick payment took now, for digital goods
and, if they can get it down to really low value transactions (and improve the
outpayments still further) they are certainly on to something. It could have a
bright future. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
But a glance around the room at the event this week showed
that, while a large crowd was keen to come along and learn more, it was a crowd
made up of all the people who already know about Payforit. Where were the
retailers? Where were the games providers? Where were the publishers, content
owners and so forth? <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I am not denigrating the organisers of the event: they did a
fantastic job and it was a really interesting and informative conference. But
the people who really need to know about it – not least so that they can
start, as trusted brands, to push it at consumers – were conspicuous by
their absence. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Now if you look at the marketing oomph that, say VocaLink,
has put into launching Zapp and, to a lesser extent, WorldPay into rolling out
Zinc, you see that the key now to getting these great mobile payments services
used in anger by consumers comes down purely to marketing. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Payforit has a niche to fill and it can do it very well. But
unless everyone knows that it is there and in particular it is pushed hard at
the merchants who could get consumers using it then it will languish as an also
ran.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
There are a growing array of payments tools out there and no
one – merchants nor consumers – really knows what to do. So they do
nothing. This is what is holding back m-payments. It will take an Apple or a
Google to come along and stick a sexy front end over a banks payment tools to
get it into the mainstream, and by then it could well be too late for many of
these other products to work. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
So, Payforit people, why don’t you get together and each put
in a bit of bunce and get some proper marketing to merchants done around this.
It is these guys that should be at your events and should have gone home late
last night, fed, watered and really seriously looking at how to implement
Payforit on their sites. Ding ding. Round two….<o:p></o:p></div>
<!--EndFragment-->Telemedia 360http://www.blogger.com/profile/13061942220215140141noreply@blogger.com0tag:blogger.com,1999:blog-5685255472282672521.post-17643789644525029312013-06-07T18:37:00.000+01:002013-06-07T18:37:00.476+01:00Mobile brain drain
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<span lang="EN-US">On a recent trip to Moscow to the excellent
DEMO Europe event – where tech start-ups pitch to an audience of other
techheads, VCs, angels and the press – I was astounded by how advanced,
creative and focused mobile and online technologists are in Russia, Russian
Federation countries and Turkey. It really put into perspective how small,
really, the UK and developed European markets actually are. And how excited and
forward thinking these ‘new’ regions are.<o:p></o:p></span></div>
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<span lang="EN-US">But the real eye-opener for me was in
talking to the US Ambassador to Russia, Michael McFaul, and entrepreneur Gentry
Underwood (founder of Orchestra and developer of Mailbox, recently sold to
Dropbox). Neither really told me anything about technology or the mobile market
that I didn’t already know, but rather they offered a stark reminder of how
politics impacts the world of mobile and online tech.<o:p></o:p></span></div>
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<span lang="EN-US">The issue is that of education and
immigration. Ambassador McFaul was passionate about how, despite front line
political issues between Russia and the west being a bit sticky right now
(namely because of Syria and US policy on the Middle East), behind the scenes
the two countries are working very closely together to share technological
expertise and, for the Americans, to tap into huge wealth of knowledge and
creativity in digital technology in the former Soviet Union.<o:p></o:p></span></div>
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<span lang="EN-US">The problem is that there are not enough
‘brains’ in the US – and to some extent the UK, Germany, France and Spain – to
offer creative new ideas and the creation of new products that create new
markets. Especially in mobile.<o:p></o:p></span></div>
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<span lang="EN-US">Both McFaul and Underwood, are concerned
that massive tech brands such as Apple, Microsoft, Google and Facebook are
taking all the best brains, leaving a paucity of top flight engineers,
designers and technologists to help develop other, smaller and more
entrepreneurial businesses. <o:p></o:p></span></div>
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<span lang="EN-US">But there is also, according to both McFaul
and Underwood, another issue at play: the way that the economic downturn has
created an atmosphere that is unfriendly to foreigners. <o:p></o:p></span></div>
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<span lang="EN-US">Currently, in the UK and US, the best
foreign students – who can afford a western education – are being educated and
developed to a very high level, but rather than being allowed to use that
knowledge to better the economies of the countries they have been educated in,
they are ‘encouraged’ to go home. And they take their skills with them.<o:p></o:p></span></div>
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<span lang="EN-US">The official UK policy is to attract the
best and brightest from overseas to study here – but only if they can pay
through the nose to do it. And the visa application process – and indeed the
visas on offer themselves – are so convoluted that they are very hard to
fathom. Looking at them, however, you see that student visas almost all insist
that the student, on graduation, doesn’t have much leave to remain. We are
actively turning these highly skilled people away.<o:p></o:p></span></div>
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<span lang="EN-US">Couple this with an enormous backlog of
visa applications for students to study in the UK and what one Home Office
insider describes as “utter ineptitude”, it doesn’t look good.<o:p></o:p></span></div>
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<span lang="EN-US">The education systems in the UK and US are
also woefully behind the times when it comes to teaching the kind of skills
needed to foster the mobile technologists of the future too. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">With the big IT giants draining the top
domestic brains from the workforce, and with these highly educated foreign
graduates going to China, India Russia, Turkey and Brazil, the developed world
is teetering on the brink of being left behind in the digital technology race.<o:p></o:p></span></div>
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<span lang="EN-US">Of course, there are many brilliant people
in each country, but if you look at it purely as a numbers game, there are more
of them elsewhere than there are in the UK and, increasingly, in the US. And
they are increasingly getting funding for their ideas. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">So what needs to be done? Better education
is obviously key: we need to create more digital brains domestically. We also
need investment in start-ups. But we also need to look at the value that
foreigners bring to any market. And this is perhaps the hardest issue:
especially given the current climate of anyone foreign being seen simply as a
benefits claimant who gives nothing back. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">But the other thing that my jaunt to Moscow
showed me was that any old enemy can become your friend and friendship is more
productive and rewarding all round than mistrust and downright hatred.<o:p></o:p></span></div>
<!--EndFragment-->Telemedia 360http://www.blogger.com/profile/13061942220215140141noreply@blogger.com0tag:blogger.com,1999:blog-5685255472282672521.post-30021355473374177062013-05-24T18:57:00.000+01:002013-06-06T18:58:15.104+01:00Playing the numbers game
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<span lang="EN-US">Consumers are once again getting confused –
this time with the burgeoning number of, well, numbers, with an Ofcom study
showing that many people don’t understand the call rates associated with 03, 08
and 09 numbers and turning away from using them – often not making important
calls – because they fear massive call charges.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">This is all very reminiscent of 20 years ago
when premium rate numbers ended up all over the papers because of massive bills
‘inadvertently’ racked up by ‘unsuspecting’ callers. But is this really the
case?<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">Alright, adult and other proper premium
services have always relied on high call rates for their premium products But,
for a while, back in the 1990s, many businesses adopted freefone numbers for
customer contact as they were getting so many calls. These days, however, a
growing amount of contact with businesses is through IM, email, skype, text and
even social media channels. As a result, businesses have started to use premium
or local numbers again for call centres calls – to justify having call centre
staff.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">While I am clearly not your average
telephone user, I have long used chat services and IM and email to contact
businesses as it is cheaper, quicker and easier. ‘Normal’ callers however don't
always trust these ways of contacting business.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">As a result, Ofcom is looking to re-order
numbering. Again. It is also proposing insisting on putting more warning
messages in calls to tell people exactly what they are likely to be spending
when they call a particular number.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">But will this make any difference? Probably
not. To be told that a call is going to cost £X per minute doesn’t really tell
you how much the call will cost, as the one variable in the equation is time. <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">Similarly, the move could be damaging to an
already damaged PRS business, where margins are getting tighter and call
volumes are on the slide. <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">While the arbitrage market goes from
strength to strength (for better or worse) it is predicated on leveraging more
and more international traffic. Domestic calling to ordinary companies for help
and advise, or for important things such as enquiries to HMRC (the tax office)
– something cited by Ofcom as a particular issue – are not really fit
for purpose any more. While I am all for operators make some money out of
calls, sometimes you have to pick your battles. Confusing ordinary people is
not the modern way.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">As more and more OTT services start to
arrive – especially apps that let you call PRS numbers from mobile at a
landline rate – then any premium on mobile calling is starting to be
eroded. Maybe, while Ofcom has its rethinking cap on, it needs to look at a
radical shake up of numbering and what can be used where. <o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<span lang="EN-US">I’d be interested to hear what you think…<o:p></o:p></span></div>
<!--EndFragment-->Telemedia 360http://www.blogger.com/profile/13061942220215140141noreply@blogger.com0tag:blogger.com,1999:blog-5685255472282672521.post-18066371347459826022013-05-10T18:56:00.000+01:002013-06-06T18:57:33.966+01:00The people have spoken: and they want mobile PoS
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<span lang="EN-US">As 2013 progresses apace, we edge ever
nearer to mobile payments breaking through into mainstream use. A study by
Timetric reveals that consumer demand is going to force retailers, mobile
companies and technology providers to start implementing true mobile point of
sale technologies in shops. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">Meanwhile, Square – which takes payments
from cards onto smartphones – has decided to start wrapping local
recommendations into its payments app in a drive to start to make
recommendation more relevant. The thinking behind Square’s approach is to not
rely on who is checking in where, but who is buying what where and what you
yourself have bought. This, it believes, will help drive more mobile sales as
users start to trust the recommendations.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">This move away from being location-specific
recommendation and with recommendations from friends driving viral uptake of
services or sales, is something that we are likely to see a lot more of over
the coming months. Its not so much about what your limited number of friends
recommend, but more about what people who like what you like, buy what you buy
and so on that will drive the next era of mobile-social recommendations.<o:p></o:p></span></div>
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<span lang="EN-US">This in turn, believes, Square at least,
will drive more mobile payments.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">But as consumers get evermore used to
spending money on and through the mobile devices, there is potentially a black
cloud looming. The UK’s Office of Fair Trading (OFT) has launched an
investigation into whether kids – though or exclusively – are being unduly
pressurized into making in app and in game purchases – especially within
in free games.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">The OFT believes that this is on the rise
and that thousands of pounds are being somewhat coerced out of innocent players
and its is being assisted by the growing ease with which consumers can pay
in-app.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">And this is quite a conundrum. One of the
key USPs for mobile payments – especially seamless and buried payment
processes – is this ease of use. Sadly, it seems that that very ease of
use is being taken advantage of and millions of pounds are being pulled out of
peoples’ pockets unwillingly.<o:p></o:p></span></div>
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<span lang="EN-US">It should be stressed that, at this stage,
the OFT is not investigating specific breaches of the Regulations. The OFT is
inviting stakeholders, including games developers and hosting services, to
provide information to help it understand the prevailing practices in this
market. It has set an initial deadline of 28 June for submissions. This
consultation itself is expected to last until October 2013, at which point the
OFT will indicate its intentions going forward. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">Until the OFT publishes its initial
findings those involved in supplying freemium apps will need to consider
whether they are doing enough to ensure parents are aware of the practical
steps they can already take to protect children including .<o:p></o:p></span></div>
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<span lang="EN-US">making sure a child using a smartphone/iPad
doesn’t know the password/pin needed to make purchases.<o:p></o:p></span></div>
<!--EndFragment-->Telemedia 360http://www.blogger.com/profile/13061942220215140141noreply@blogger.com0tag:blogger.com,1999:blog-5685255472282672521.post-55946139215032578902013-05-01T18:55:00.000+01:002013-06-06T18:56:21.967+01:00Time to love SMS again...
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It comes as no surprise that SMS revenues for operators are
set to be hammered by OTT messaging services such as iMessage and Whatsapp to
name but two. I know I use both extensively and now find it quite shocking when
I actually have to send a text. And if text is the only option, I now try and
use Facebook messaging instead – especially now I can flick my friends
faces across the screen while waiting for a reply.<o:p></o:p></div>
<div class="MsoNormal">
The rise of messaging technologies that act a bit like text
is unsurprising: for starters its largely free, so of course people are going
to use it. But I think it also reflects once again how out of touch with
consumers network operators are. SMS became a mass market consumer tool pretty
much by accident: it wasn’t designed to be used by users, it was for engineers.
As more people used and started to want to share more stuff such as photos – as
they increasingly were with email – operators gave us MMS. And it was rubbish.<o:p></o:p></div>
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Now operators face the same problem again. While consumers
got used to doing more and more with email – but couldn’t do it via mobile
easily – they wanted to do it with text. And the operators blew it. Now they have
people wanting to do much more with their messages: share their location, share
content and data, find out who else is near them and message them and generally
start to combine all the thinks they can do with social and mobile and other
apps into messaging.<o:p></o:p></div>
<div class="MsoNormal">
And the operators appear once again to have blown it. At
least if the recent research by Informa for the FT is to be believed (See front
page). Users are flocking in droves to these free OTT messaging services, while
social media DM is also eroding SMS numbers. <o:p></o:p></div>
<div class="MsoNormal">
And it is set to cost the operators dearly. They are already
seeing SMS profits drop and the decline appears, currently, to be exponential
as more smartphones hit the market and more users switch messaging services to
save money and get more functions.<o:p></o:p></div>
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But the operators don’t have to just stand by and watch it
happen. SMS still has one great USP: its cross network and, so long as you can
get a signal, it works. Operators need to look at how to capitalise on this and
turn SMS into something far richer and far reaching for all users.<o:p></o:p></div>
<div class="MsoNormal">
While there are moves to let text users update Facebook et
al using text. The operators need to look at how to develop an all encompassing
messaging service, not limited to 160 characters, that allows seamless sending
of photos, movies and data, that can use location information and can be of
variable charges – to allow for purchasing of things – to make it relevant
and leverage its cross network, work anywhere capability.<o:p></o:p></div>
<div class="MsoNormal">
Text need not die and it would be a shame if it did, but
only the operators can save it now…<o:p></o:p></div>
<!--EndFragment-->Telemedia 360http://www.blogger.com/profile/13061942220215140141noreply@blogger.com0tag:blogger.com,1999:blog-5685255472282672521.post-48527764862510174362013-04-26T18:55:00.000+01:002013-06-06T18:55:31.824+01:00Counting the cost of falling in love with mobile
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<span lang="EN-US">As the week of the FT Digital media
conference, the mGaming and mSports Summits draw to a close, the word of mobile
lies in an interesting position. After years of anticipation of this year being
the “year of mobile”, it seems that the backlash, to some degree, has started. <o:p></o:p></span></div>
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<span lang="EN-US">Its like a newly dating couple: the worlds
of media, retail, commerce, sport, gambling and gaming have all blurted out “I
love you” on the second date and now they are suddenly having second thoughts.
And like many relationships, that real problem is cost and getting on with each
others friends.<o:p></o:p></span></div>
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<span lang="EN-US">Let me explain. One of the key messages
coming out of the crop of mobile events this week is that mobile is the key to
not just delivering a new sales channel, but rather it is the tool to gather
vast amounts of data on consumers and use that to personalize down to an almost
individual level. <o:p></o:p></span></div>
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<span lang="EN-US">But with this comes the problem that every
vertical market looking to use mobile in some way is now looking in very
realistic terms at how much all this is going to cost. And its not a good look.<o:p></o:p></span></div>
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<span lang="EN-US">The thing about using mobile to gather data
and to slice and dice and expertly market and control consumer behaviour is
that it requires so much work – not least to connect all the databases for all
the other channels these companies already use.
To achieve any meaningful results from doing this, compared to the level
of extra business it might deliver, delivers no real ROI.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">I go to a lot of these mobile conferences –
heck, I chair most of them – and the message is getting ever more frenzied
from the mobile technology community, showing cornucopia of things that can be
done with mobile, data and CRM. The problem is that no one is listening to what
the customers of this tech are saying. They want a cheap, new way to sell more
stuff and they don’t want to spend much to achieve it.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">Two years ago, the argument to get an app
or m-website (or both) was reasonably clear and the cost relatively minor.
Extending this first foray into mobile into actually trying to create
omni-channel businesses and use the data and technology to any great end is a
very different proposition.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">One thing that has become clear to me over
the past month is that what is going to happen is that ‘digital’ companies –
the Amazons, the online games and gaming firms, eBay and so on – are all
going to steal a march. They are starting from a digital standpoint. An
established bricks and mortar business will struggle.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">As one wag at mGaming Summit put it to me,
its like Europe after World War Two. The countries that were bombed to oblivion
now have super fast railways and highways as they basically got to build them
in straight lines over the ruins. In the UK – analagous here to traditional
businesses – we can never achieve that as we have to build our roads and
railways and airports around thousands of years of history and sacred
monuments. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">This is what is happening in the mobile
world. Long on promise, but to deliver it, it is going to take a lot more than
the likes of, say, Weve, claiming to have 50million opted in mobile users to
market to. That is immaterial. Making it happen is too expensive for the
results it can, currently, yield. Maybe this year is the year that mobile
starts looking online for a new lover? <o:p></o:p></span></div>
<!--EndFragment-->Telemedia 360http://www.blogger.com/profile/13061942220215140141noreply@blogger.com0tag:blogger.com,1999:blog-5685255472282672521.post-29722451195993136752013-04-14T18:53:00.000+01:002013-06-06T18:54:17.976+01:00Ads boom, while social declines... inevitable?
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<span lang="EN-US">With the mGaming and mSports Summits just
around the corner on 24 April, it is interesting to see that two big things
have happened that will have an impact on both these industries – and of
course beyond – that perhaps take everyone in the telemedia industry by
surprise: mobile advertising is actually starting to boom and established
social media is starting, ever so slightly, to wane.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<span lang="EN-US">Mobile advertising has been growing slowly
for the past decade but, much as has been the case in retail and commerce, it
has finally come into its own. Brands are really getting it now and thanks to
consumers doing every more on mobile rather than PCs, its reach is extending. <o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<span lang="EN-US">This of course is great news for anyone
running any sort of premium mobile service as it offers a perfect storm of
offering access to punters at the point of use.
But for gambling and sports in particular it offers the way to reach out
to users, create new service – and to develop a lucrative revenue stream
of their own based around the services they offer on mobile above and beyond
just the content.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<span lang="EN-US">Much of what will be covered in the mGaming
and mSport Summits will centre on the commerce and marketing paradigms offered
up by mobile and for once this won’t be pie-in-the-sky, but will be grounded in
something tangible. <o:p></o:p></span></div>
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<br /></div>
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<span lang="EN-US">No wonder then that Weve – the joint
venture between the networks in the UK to pool their databases to offer a
better marketing platforms – is essentially telling businesses they are
going to be left out if they don’t sign up… or is that just marketing? I’m a
cynic about Weve, but they will be at the mGaming Summit on 24 April, so I
shall ask them.<o:p></o:p></span></div>
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<br /></div>
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<span lang="EN-US">But perhaps tempering the joy of mobile
marketing finally breaking the £500m mark, is a worrying global study that
suggests that “the kids” aren’t “down” with Facebook, Twitter and the like any
more. No this doesn’t spell the end of social media as we know it, but it does
give pause to those that are betting the farm on social. They can reach a lot
of people, but unless you seed the youth market, you will be using social to
reach ageing gits like me… and we have cash, but are as tight as you like. <o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<span lang="EN-US">The whole realm of social will be tackled
on the 14 April at the summits, but it wil be vital that the experts on hand
get to tell us all where the next social media platform is lurking…. Let’s hope
their teenage kids have shared this with them and not just grunted incoherently
from beneath Harry Styles hair while staring disconulately at their Vans. <o:p></o:p></span></div>
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<br /></div>
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<span lang="EN-US">To find out the answers to these tricky
questions – and much much more – sign up here for the Summits<o:p></o:p></span></div>
<!--EndFragment-->Telemedia 360http://www.blogger.com/profile/13061942220215140141noreply@blogger.com0tag:blogger.com,1999:blog-5685255472282672521.post-27929118423619766282013-03-26T18:51:00.000+00:002013-06-06T18:52:06.526+01:00What retailers really want from mobile telemedia
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<span lang="EN-US">Last week saw the massive Internet
Retailing Expo take place at the NEC in Birmingham, which once again featured a
huge mobile spin off conference that grows and grows year on year. And jolly
interesting it was too. But there was something missing: operators. Not for
want of asking, but they were a bit thin on the ground – especially given
that the 4000 people who came along were almost all retailers charged with
developing their omni-channel retailing.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">In was great to hear so many ideas from top
retailers about how they are using mobile and about how, to them, mobile is no
longer just a channel but part of the whole way they interact with consumers
across all channels. To them mobile is not a platform, just part of what they
do and how they build a cross-channel customer experience.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">Funny how there was no mention really of
network operators, nor indeed of the network operator joint venture Weve, set
up to bring mobile marketing and payments expertise to the retail and brand
businesses.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">Only this week, as one of our main stories
reveals, Vodafone UK CEO Guy Laurence laughingly told a gathering in London –
in a somewhat confused analogy – that “brands and retailers not signing
sign up to Weve, will be like not signing the Beatles”. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">On paper Weve looks like it might be quite
an interesting proposition. Born out of project Oscar, it could well start to
make mobile payments easy to do for retailers and it could well help with some
joined up mobile marketing. But as important as not signing the Beatles? I
don’t think so.<o:p></o:p></span></div>
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<span lang="EN-US">In fact, to any old lags from the mobile
industry it is all very reminiscent of the thinking behind operator portals
back in the mid 2000s (BA – before Apple). Back then the operators moved
too late and too slowly to try and tap up the then burgeoning content business
which had, until that point, done nicely through independent providers. It was
all part of the plan to stop operators becoming dumb pipes. That, as is easy to
see today, didn’t work. MNOs aren’t quite dumb pipes yet, but they certainly
don’t really have much of the content market do they? As Juniper Research
found, they account for just 6% of content sales worldwide.<o:p></o:p></span></div>
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<span lang="EN-US">Likewise, Weve appears to be a similar land
grab – this time for the retail and brand space around marketing and payments. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">Of course, there are many people already
doing mobile marketing and payments quite well. They don’t need the operators.
Weve aims to stomp into this market and soak it up for the operators. Will they
succeed? Given past operator form no. It will be too big, too didactic and move
too slowly. The operators are up against Google and Facebook here. These two
giants of the new economy already have mobile marketing in their grasp. Google
has the ability to to make a good play in mobile payments. It's a tough scene
to muscle in on.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">As with the content portal days, MNOs have
the idea that their brand identities are revered by consumers: they are not.
Google and Facebook, while not revered, have a certain cache with consumers.
They certainly are revered by other brands, retailers and the companies they
face. Vodafone and O2 et al don't have that. <o:p></o:p></span></div>
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<span lang="EN-US">They need to woo retailers and brands. They
need to come up with a better name than Weve to do it. It will be interesting
to see how this ends up, but I am prepared to make a small wager that in five
years time youngsters will wonder what you are on if you say “remember Weve?” <o:p></o:p></span></div>
<!--EndFragment-->Telemedia 360http://www.blogger.com/profile/13061942220215140141noreply@blogger.com0tag:blogger.com,1999:blog-5685255472282672521.post-60320290177699050222013-03-15T18:51:00.000+00:002013-06-06T18:51:22.122+01:00Betting on sports
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Mobile gambling and sport are both growth areas for the
telemedia industry and our annual events – produced in conjunction with
iGaming Business and Sporting Business – are set to take place at the
Brewery in London on 24 April. Their timing could not be more prescient.
Gambling, especially sports betting and ‘soft’ services such as bingo and
lotteries, are rapidly becoming mainstream services – and its all thanks to
mobile and tablets.<o:p></o:p></div>
<div class="MsoNormal">
The growth in mobile bingo is being driven by the services
also featuring chatrooms, and much of the experience of going to ‘real bingo’
is being replicated online – something that has driven these services to become
very popular with female smartphone and tablet users. <o:p></o:p></div>
<div class="MsoNormal">
Sports betting is also seeing continued growth. Sports bets
has really been the proving ground for mGaming over the past five years and
this is set to continue. Again, the addition of social media elements is also
driving its use. Only this week, pro footballer – with York City, it still
counts – Dave McGurk has launched a socially driven mobile peer-to-peer betting
service called Bets of Mates (who said footballers weren’t clever? Though would
you have got that from Rio Ferdinand?) which is being pitched as a social
‘bet-work’.<o:p></o:p></div>
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This enabled friends to bet with each other in a fantasy
football style league on footy games. While it may not give the big gambling
operators sleepless nights, it does show that gambling is becoming ever more
acceptable and that mobile social is proving to be a key platform.<o:p></o:p></div>
<div class="MsoNormal">
While these soft games have started to make mobile gambling
ever more widespread, proper gambling has also seen some key developments. No
longer viewed as the poor relation of online, mobile is now becoming the
proving ground for many new start ups and services. <o:p></o:p></div>
<div class="MsoNormal">
Real money casino gaming is growing in popularity, and it
can be no coincidence that former Betfair kingpin <span lang="EN-US" style="font-family: Verdana; font-size: 11.0pt; mso-ansi-language: EN-US; mso-bidi-font-family: Verdana;">Gerard Cunningham, who founded virtual currency casino
Koolbit has launched the first real money poker offering – on mobile.<o:p></o:p></span></div>
<div class="MsoNormal">
Hot on the heels of this, Glu Mobile in the US has also
rolled out real money gambling on mobile. I smell a trend. Glu partnered with
probability late last year and this is its first offering. It plans up to 15
more real money mobile games through 2013.<o:p></o:p></div>
<div class="MsoNormal">
So why all this attention to real money casino games on
mobile? Games – and gambling games in particular – are becoming big money
spinners as this is where the consumers are. The UK market allows real money
gambling on mobile, so why not? It is what consumers want – from bingo through
to ‘proper’ games.<o:p></o:p></div>
<div class="MsoNormal">
And this is what mGaming Summit seeks to capitalise on.
Mobile gambling is established – now is the time to make it grow. And these
mobile first offerings are an encouraging sign that mobile’s time has come.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
BOOK YOUR PLACE AT MGAMING SUMMIT at http://www.mgamingsummit.co.uk/register<o:p></o:p></div>
<!--EndFragment-->Telemedia 360http://www.blogger.com/profile/13061942220215140141noreply@blogger.com0tag:blogger.com,1999:blog-5685255472282672521.post-88547800653862726042013-03-09T18:52:00.000+00:002013-06-06T18:53:06.433+01:00Will gambling be what makes m-payments fly?
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<span lang="EN-US">Those of you who read my missive on Mobile
World Congress earlier this week will have seen that payments through mobile
had a very high profile at the show. Visa and Mastercard are both on board with
mobile payments projects with with Vodafone and Telefonica respectively and
many other bit part players were also on hand to offer their wares. <o:p></o:p></span></div>
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<span lang="EN-US">Now Visa Europe has invested in a 15% stake
in our chums at Mobile Money Network. <o:p></o:p></span></div>
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<span lang="EN-US">Things in mobile payments are really moving
apace. The move by these big brands to get on board means that very soon public
confidence in mobile as a payment channel will go through the roof and we will
really start to see this move as a market. Finally.<o:p></o:p></span></div>
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<span lang="EN-US">But what does this mean for the telemedia
sector? Well its good and bad news. The big boys muscling in on mobile payments
means that suddenly things are very competitive. On the Brightside though,
there should be such an uplift in consumer confidence in mobile as a billing
tool that direct to bill mobile payments are going to explode.<o:p></o:p></span></div>
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<span lang="EN-US">And there will very much still be a role
for PSMS and payforit led microbilling for not just all the things that they
currently used for, but increasingly for all manner of other micro-purchases
around the social and retail sectors.<o:p></o:p></span></div>
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<span lang="EN-US">The growth in mobile payments for all
manner of services – both digital and real world – is going to have a
knock on effect across all manner of vertical markets: and it is within these
that telemedia really has its opportunity.<o:p></o:p></span></div>
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<span lang="EN-US">The main areas are of course those that we
are concentrating our events programme on this year, namely: gambling, sports,
live events, media, marketing and commerce. While there is much that can be
delivered with telemedia as ‘premium content’ across all these sectors (which
the events will major on), the billing and payment side of things is, both
figuratively and literally, where the money is.<o:p></o:p></span></div>
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<span lang="EN-US">Our forthcoming m-gambling event on 25
April and our Mobile Sports Summit on 26 April feature extensive sessions on
billing and payment (featuring luminaries such as OpenMarket. WorldPay, Ukash,
ixaris, StubHub, Consult Hyperion, Zappit, Sports Revolution and Oxygen8), but
also aims to bring the whole telemedia family into these verticals, offering
them the chance to parade their expertise and experience in front of dedicated
audiences from the gambling sector and the sports business.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">In May we are delving into the connected
digital entertainment space, again bringing dedicated audiences from the worlds
of TV, print, online, marketing, live events and commerce/retail to learn what
telemedia – and payments and micropayments in particular – can do for their
businesses.<o:p></o:p></span></div>
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<span lang="EN-US">Between them, these four events help set
out telemedia’s table in some of the many vertical markets that telemedia can
start to deliver benefits – not least through payments. Next year we hope
to add more (why not let us know which verticals you’d like us to tackle?).<o:p></o:p></span></div>
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<span lang="EN-US">But the current mainstream interest in
mobile as a payment channel – now on the mainstream news thanks to PingIt
from Barclays and now Visa and Mastercard’s entry into the fray – creates
the perfect environment to win new business and start to place telemedia where
it should be at the heart of commerce.<o:p></o:p></span></div>
<!--EndFragment-->Telemedia 360http://www.blogger.com/profile/13061942220215140141noreply@blogger.com0tag:blogger.com,1999:blog-5685255472282672521.post-26672426151821034322013-03-05T18:50:00.000+00:002013-06-06T18:50:41.975+01:00NFC debunked in its own showcase?
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Well that’s another Mobile World Congress done and dusted –
my 15<sup>th</sup>. God I am a glutton for punishment. It was striking this
year, however, that it was a bit like some of the early Barcelona events in
2004/5 when the thing was dominated by Nokia and Sony (in partnership with
Ericsson back then) were offering cool new handsets. There was a distinctly
‘old skool’ feel to proceedings here in 2013.<o:p></o:p></div>
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The problem (well one of the many) at this year’s MWC was
that Apple and Google weren’t there. OK, so Apple never is, but Google used to
have a stand so big it had a slide on it. This time out no big stand and,
perhaps more tellingly, not Eric Schmidt giving the keynote.<o:p></o:p></div>
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On its own this wasn’t such a downer – Android probably no
longer needs to really blow its horn loudly in the mobile world to get noticed.
But taken all together, these omissions marked out the show as pretty second
rate for me.<o:p></o:p></div>
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It also left the way clear for Nokia and Sony to hog the
limelight. Where once these two companies were cutting edge behemoths that had
the show in the palm of their hand, these days they are very much the also rans
of the mobile world. OK, so they got a lot of press coverage, but they don’t
really bring anything new to the party. Worse, they give a twisted view of the
industry to the outside world. <o:p></o:p></div>
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Aside from this, there was one interesting phenomenon at the
show: payments. Mobile payments was everywhere. Visa and MasterCard became the
doyens of the show – trying to fill Apple and Google’s golden slippers –
with their announcements and pronouncements on mobile payments. Visa is very
much in the NFC camp and is hoping, I think, to force that on us all whether we
want it or not by sheer pressure. That and getting it installed in Samsung’s
next gen handsets. <o:p></o:p></div>
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MasterCard is taking a more delicate approach, extending its
PayPass mobile wallet to be more secure and more useful.<o:p></o:p></div>
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All good stuff, but is it a threat to telemedia? It is
interesting that these two giants of the financial services industry now appear
to be really driving mobile payments. Operators at the show seemed to just lap
it up, finally grateful for some leadership on this. But could these bank
products for mobile see things like Payforit take a tumble?<o:p></o:p></div>
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The general consensus at the show was ‘Payforwhat?” Of those
that had heard of direct operator billing, most foresee a bright future in
microbilling and beyond (see our lead story). It will be years before
NFC-enabled mobile wallets will be ubiquitous. For now direct operator billing
has the chance to make a killing.<o:p></o:p></div>
<!--EndFragment-->Telemedia 360http://www.blogger.com/profile/13061942220215140141noreply@blogger.com0tag:blogger.com,1999:blog-5685255472282672521.post-80113701938407099932013-02-22T18:49:00.000+00:002013-06-06T18:49:52.737+01:00Will payments figure at MWC?
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With the world’s mobile industry packing its white shirts,
sports jackets and jeans for Barcelona, consumers – many of whom are in
track suits or suits – have been busily getting stuck in to buying things on
mobile. And it seems that given the right payment mechanisms, they are happy to
spend more than just the normal micropayment for goods and services.<o:p></o:p></div>
<div class="MsoNormal">
New research from performance marketing company Intela finds
that more than half of UK smartphone users are happy to spend more than £10 on
their mobile phone, while the numbers coming out of ImpulsePay about Payforit
suggest that some merchants are getting around £6 average spend and a
conversion rate of nearly 80%.<o:p></o:p></div>
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Does this mean that mobile payments has arrived? Well, it
already had, I’d argue. What this truly augers is that consumers are readily
spending on mobile, aren’t now limited by price points and have shucked off the
fear of PRS, because no one talks about PRS anymore.<o:p></o:p></div>
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What we aren’t yet seeing are consistent ways in which
consumers can use mobile to buy physical goods – other than using iTunes,
Amazon or other pre-reg card services – especially at the higher end of the
market. That said, I bought a new iPad on my old iPad, which felt strangely cannibalistic,
but at the same time fittingly mobile.<o:p></o:p></div>
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While Intela’s data is heartening and interesting, for the
telemedia community the ImpulsePay Payforit numbers are the real meat here. The
revamped design – which now includes in some instances one click for returning
customers – is delivering huge conversion rates, high spends and some
impressive average spends. No wonder Three’s Rory Maguire has joined in with
ImpulsePay – it will be interesting to see what he can do to increase its
penetration amongst merchants. <o:p></o:p></div>
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It will also be interesting to now see that, with Payforit
gaining some consumer use and trust, whether we are now witnessing the endgame
for PSMS. It still has its uses right now, but could Payforit now that it has a
brand image actually replace it? And what would the consequences of that be?<o:p></o:p></div>
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As I iron my best brogues for MWC next week, I have been
scanning the conference schedule and find that, while there is a lot about
mobile money, mobile payments is pretty poorly represented. I also would be very
surprised if Payforit gets a look in. Shame really, as these sorts of
technologies are the future of mobile payments and, as I argued last week in
this newsletter, are the future of network operators. <o:p></o:p></div>
<div class="MsoNormal">
4G has singly failed to either fill the Treasury with gold
doubloons or set the business or consumer market alight. It's the same as 3G
only faster really – even the operators know that, that’s why they have only
stumped up £2.3billion in licence fees this time (3G licences went for
£23billion back in the day).<o:p></o:p></div>
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It will be interesting to see what the real talk about all
this stuff is at the new site of MWC. For those of you not going, I shall
report back anon. <o:p></o:p></div>
<!--EndFragment-->Telemedia 360http://www.blogger.com/profile/13061942220215140141noreply@blogger.com0tag:blogger.com,1999:blog-5685255472282672521.post-76116529558294736432013-02-15T18:47:00.000+00:002013-06-06T18:47:53.766+01:00The sad death of Alex Ruff
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No one at Telemedia Towers is their usual ebullient selves
following the sad passing last weekend of Alex Ruff. Our lead story this week
is naturally a very fitting tribute to Alex, by one of his oldest friends
Telemedia-news publisher Jarvis Todd. <o:p></o:p></div>
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We are going to put together a special tribute to the great
man in the next issue of telemedia-month – out at the end of
February/early March – and we need your help: any fond memories you have of
Alex, any photos, stories or just thoughts and messages would be greatly
received so that we can see him off in style. Send them to <a href="mailto:paulskeldon@me.com">paulskeldon@me.com</a> by 28 February.<o:p></o:p></div>
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The world of media and telemedia that Alex leaves behind is
almost unrecognisable from the one he started out in many moons ago. It used to
be all about the telephone, the beast that sat on a table with a coiled wire
and a plug in the wall. These days it is all about not just voice engagement,
but digital interaction – the computer has won out. But, as the latest figures
from comScore show, the world of computers is now also the world of telephones.
<o:p></o:p></div>
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Smartphones – and increasingly tablets too – are
increasingly becoming the way in which consumers interact with the world. The
PC is on its way out, the computer is now a portable device, which opens up a
whole new level of interaction with the world around us. It also opens up huge
opportunities for business.<o:p></o:p></div>
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The next stage of development is already underway: the tie
up between these devices, the internet and TV – something that Alex worked on
tirelessly and with great vision over the past few years. <o:p></o:p></div>
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The world he leaves behind is much changed and one that
offers huge benefits to us all. I hope that his legacy can be the continuation
of growth and development of our industry into these new areas. <o:p></o:p></div>
<!--EndFragment-->Telemedia 360http://www.blogger.com/profile/13061942220215140141noreply@blogger.com0tag:blogger.com,1999:blog-5685255472282672521.post-68379234303562414652013-01-25T18:48:00.000+00:002013-06-06T18:48:53.354+01:00Mobile World Congress approaches
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<span lang="EN-US">As February hoves into view our minds turn
to Mobile World Congress and sunny Barcelona. But things will be different this
year. Since Barcelona won the bid to keep on hosting the congress, the show is
moving a few miles down the road to the other Fira, which promises, you’ll be
glad to hear, better catering and greater ease of locomotion from stand to
stand. It is also really hard to get to for all those that aren’t staying out
there, in the wilds near the airport.<o:p></o:p></span></div>
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<span lang="EN-US">But this is only a small cosmetic change in
what the new Mobile World City has to offer. BCN – for that is what the
locals abbreviate it to, not Barca: that's the footy team – is to be the centre
of excellent for mobile all year round. The plan is that congress and a mobile
music festival in September will offer huge one off events for the business and
the consumer, respectively, while the city will play host all year to a series
of mobile development programmes and a mobile exhibition.<o:p></o:p></span></div>
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<span lang="EN-US">All this goes to make BCN the Mobile World
Capital, in the words of the GSMA, and is a much needed boon to the Spanish
economy. It also might shift the centre of gravity of the mobile world firmly
to the Iberian peninsular.<o:p></o:p></span></div>
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<span lang="EN-US">But what all this really hopes to achieve
is to create a much more co-operative ecosystem for mobile development,
something that everyone in the telemedia industry should welcome. <o:p></o:p></span></div>
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<span lang="EN-US">For MNOs, the industry stands at a
crossroads. The risk of becoming dumb pipes hangs ever present. Meanwhile
m-commerce is becoming the real raison d’etre for mobile use among consumers –
with payments set to be the real battle ground. But what is painfully lacking
is any real co-operation between the operators to make it happen. <o:p></o:p></span></div>
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<span lang="EN-US">For a proper user experience, networks have
to work together to offer seamless cross network services. For retailers
looking to embrace mobile commerce, costs and prices and payments have to be
the same across all networks. Yet agreement is so very slow.<o:p></o:p></span></div>
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<span lang="EN-US">And the result is that other third party
services are coming along that are going to steal a lot of this business from
the operators. Hell, even the banks are working more closely together and more
rapidly to make mobile payments works. One has to wonder what the role of the
operators is actually going to be? Just maybe dumb pipes?<o:p></o:p></span></div>
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<span lang="EN-US">But the initiative in BCN aims to help put
a stop to that, by changing the mindset of how the whole mobile industry works.
It is, of course, a massive undertaking, but get it right and mobile could be
transformed. <o:p></o:p></span></div>
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<span lang="EN-US">So, while you strap hang on a bus out of
town to the new Fira with a banging hangover, just remember that it is all for
a very good reason: the future of mobile.<o:p></o:p></span></div>
<!--EndFragment-->Telemedia 360http://www.blogger.com/profile/13061942220215140141noreply@blogger.com0tag:blogger.com,1999:blog-5685255472282672521.post-21669421619230011242013-01-17T21:28:00.001+00:002013-01-17T21:28:50.227+00:00The path of least resistance
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<span lang="EN-US">Facebook’s been
busy. While everyone in the telecoms media – and some of the mainstream
press – got overly excited about what they all confidently predicted was
going to be a mobile OS/handset/strategy announcement this week (then rapidly
backtracking when it turned out NOT to be mobile, but search), everyone pretty
much as missed that the social network has moved into mobile.<o:p></o:p></span></div>
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<span lang="EN-US"><a href="http://www.telemedia-news.com/newsitem.aspx?id=4403" target="_blank">In Canada, Facebook is running a limitedtrial of voice calling over wifi between Facebook contacts</a>. OK, so its hardly
going to have Vodafone quaking in its superannuated boots, but it marks a big
step. More and more people – there are more than a billion on Facebook now
– use IM on the site to talk to each other. Adding voice is a natural
progression and marks the start of a shift in customer usage.<o:p></o:p></span></div>
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<span lang="EN-US">Consumers will take the path of least
resistance when it comes to, well, anything pretty much and if it slowly
becomes easy to make calls to all intents and purposes, across Facebook via
wifi, then people will.<o:p></o:p></span></div>
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<span lang="EN-US">And while many of you are now sniggering
and my niaivity, bear in mind HMV. In 2002 it was a £1billion business, surfing
the boom in CD and DVD purchasing and the rabid hunger for computer games. Just
ten years later its shares are worthless and it is likely to go to the wall.
Why? It didn’t understand that consumers want the easy life. Music, film, books
and games are all digital content that can be downloaded wherever and whenever
the user wants. And it was cheaper, but
that I think is red herring. It's the simplicity and how the medium suits the
content. <o:p></o:p></span></div>
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<span lang="EN-US">Apart from purists who want something to
hold and sleeve notes to read (and I was one, and I love vinyl), why would you
schlep to a shop buy a CD and schlep home to listen to it when you can pull it
out of the air, track by track if you want, and listen to it there an then.<o:p></o:p></span></div>
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<span lang="EN-US">It killed HMV, Blockbuster Video and
Jessops. It will kill others. Several are dying as you read this. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">And the same could happen with Facebook’s
little trial in Canada. Make something easy – and in this case free
– and people will use it. With a social media generation coming of age,
how long before paying to make calls on a mobile is viewed as something your
old dad does? <o:p></o:p></span></div>
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<span lang="EN-US">AS HMV et al have proved, the pace of
change of technology drives the pace of change of consumer behaviour and this
change is becoming increasingly rapid. Businesses die very quickly these days,
especially ones with high overheads.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">The launch of Facebook graph and its lean
into search also plays a role. It could act like a really deep directory that
allows you find people and talk to them – not just your mates, but
businesses and more.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">It is an interesting time in mobile
telecoms: OTT services are at a very early stage and they will ravage the
industry. In ten years, as with the music industry, the movie industry, the
retail industry and so on, the names of the companies that you make calls
through will be very different to the ones we lionize today. Things are
changing. The revolution has begun.<o:p></o:p></span></div>
<!--EndFragment-->Telemedia 360http://www.blogger.com/profile/13061942220215140141noreply@blogger.com0tag:blogger.com,1999:blog-5685255472282672521.post-76558334244172704212013-01-14T08:57:00.000+00:002013-01-14T08:57:00.309+00:00Micropayments in Online & Mobile Games: a Growing Industry Opportunity
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<br />
<div class="MsoNormal">
There has never been a better time to be a gamer. As we move
into 2013, gaming technology, the devices we play them on and games developers’
business models all now concentrically focus on satisfying the consumer demand
for high quality, addictive games and making sure these are seamlessly
available, whenever we want them. Of course, this also means that the gamer has
developed extremely high expectations from games, conversely making it
increasingly difficult to be a games developer. The ‘freemium’ model has
expanded exponentially, especially throughout the mobile and online gaming
industry, with many consumers now regarding ‘free’ as the staple requirement
for most pick up and play games.</div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
So if this is what the gamer wants; free, fast but
increasingly fun games on both mobile and online platforms, then how can
developers make sure they are getting their just, financial reward for all
their hard work? The perfect recipe for a successful, ‘viral’ game is often
debated, but how much consideration is put into the best way to gather this
financial re-numeration once a game takes off? <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
In-game purchases within the freemium game have redefined
the way that consumers engage with games content, with 40% of those who have
played a freemium game having made an in-game purchase (<a href="http://www.factbrowser.com/facts/7816/"><span style="color: windowtext; text-decoration: none; text-underline: none;">IYOGI</span></a>) and a staggering
51% of revenue from freemium mobile games coming from transactions over £12 (<a href="http://blog.flurry.com/bid/67748/Consumers-Spend-Average-of-14-per-Transaction-in-iOS-and-Android-Freemium-Games"><span style="color: windowtext; text-decoration: none; text-underline: none;">Flurry</span></a>).
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Freemium games are also now pulling in wider demographics
and also presenting new challenges for content discovery and billing on the
move. It is now essential to consider and understand a fast, constantly
developing suite of micropayments, as well as consider how consumers find and
engage with games content and the different monetisation strategies available
for Games Developers and Publishers. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Taking a quick look at the available payment options, it’s
easy to draw out the main benefits behind each one, seeing why it is so crucial
to choose the right payment mechanic, as well as developing a high quality game.
Card payments, the stalwart of the payment industry, offer developers wide
access to the market and a robust, trusted infrastructure to go with it. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
But what about that margin of unbanked customers who fall
within the demographic that many Games target? Considering the benefits of
using a Prepaid solution would help Games Developers and Publishers to access
this untapped demographic of gamers, with Prepaid enabling the conversion of
cash into online payment and potential for the use of Prepaid cards as an
outsourced gift voucher system. And what if the game requires a snappy,
seamless payment mechanic to minimise abandonment of an in-game purchase? Well
then it may be useful to consider direct-to-bill payment mechanics, whereby
gamers could make the decision to purchase in-game and have the charge put
directly onto their phone bill, all in just a few clicks. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Of course, this is a simplified view of the payment mechanic
spectrum and there is a much deeper discussion needed to iron out which payment
mechanic would be best for freemium or even premium games developers. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
If you are a Game Developer or Publisher and interested in
entering this discussion about which payment mechanic is right for you, then
AIME is running a joint panel event with Games Industry trade body UKIE, which
will focus on this discussion and answer other crucial questions such as:<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
What best motivates a premium purchase; removal of ads,
additional features, more rapid in-game advancement, or prestige items? <o:p></o:p></div>
<div class="MsoNormal">
Is the freemium model working and will there be a return to
upfront paid content?<o:p></o:p></div>
<span style="font-family: "Times New Roman"; font-size: 12.0pt; mso-ansi-language: EN-GB; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">The event takes place at UKIE’s central London
premises on 24th January, 2013. To get involved in this Industry debate and or
if you have any questions, please contact David Ashman by email on <a href="mailto:davidashman@aimelink.org"><span style="color: windowtext; text-decoration: none; text-underline: none;">davidashman@aimelink.org</span></a>. </span><!--EndFragment-->Telemedia 360http://www.blogger.com/profile/13061942220215140141noreply@blogger.com0tag:blogger.com,1999:blog-5685255472282672521.post-32681677405577948462013-01-11T12:21:00.000+00:002013-01-11T12:21:00.914+00:002013: the year of mobile payments?
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<br />
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With Christmas now safely tucked away behind us, everyone
connected with mobile commerce is pouring over how well or not mobile retailing
did. While High Street stores didn’t do very as well as would be hoped, online
commerce had a very good yuletide. And mobile made great strides within this.</div>
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<o:p></o:p></div>
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Some 20% of online sales came through mobile channels this
year as consumers demonstrated just how much they like the ease and convenience
of doing it. But mobile’s influence didn’t just amount to cannibalising high
street sales, in many cases it actually drove a large proportion of those
sales, with more consumers than ever using mobile to research products, respond
to ads, use vouchers and generally start their shopping sprees on mobile.<o:p></o:p></div>
<div class="MsoNormal">
This is all good news for the mobile sector, which I think
can now finally say that 2012 was the year of mobile. We have talked for many
years about when the year of mobile will arrive (since about 1992 in my case),
but now it has.<o:p></o:p></div>
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But it hasn’t panned out quite how many thought. A lot of
the mobile sales that did happen – both of hard and fast goods and digital ones
– happened on tablets, most commonly the iPad. <o:p></o:p></div>
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The tablet, it seems, is shaping up to actually be a rather
good way of shopping, creating what is being hailed variously as ‘couch
commerce’ or t-commerce. <o:p></o:p></div>
<div class="MsoNormal">
But what does this mean for telemedia and in particular the
payments side of things? <o:p></o:p></div>
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Well, tablets offer that excellent mix of being able to use
apps and websites and so there is slowly emerging a split in payments. Apps are
getting all manner of cool in-app billing tools – not least Payforit4 – and so
there are many opportunities there for the sector. <o:p></o:p></div>
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The m-website side of things, however, still offers
something of a conundrum. Most websites still rely on card payments or PayPal
and so it is anyone’s guess as to whether micro-payment technologies can muscle
in on this. That’s something for us all to work on in 2013.<o:p></o:p></div>
<div class="MsoNormal">
In the digital content ecosystem, direct operator billing is
coming to the fore and we are going to see a lot more of this over the coming
months. As this week’s <a href="http://www.telemedia-news.com/newsitem.aspx?id=4391" target="_blank">top story</a> shows, O2 has signed a deal with MACH to make
this even more prevalent and the launch of O2’s Charge to Mobile platform is a
welcome step forward for consumers at least who are increasingly buying digital
content.<o:p></o:p></div>
<div class="MsoNormal">
This is going to be one of the key areas of development
through the year as more services are rolled out that can exploit this sort of
technology to deliver great and simple ways to buy things on phones. <o:p></o:p></div>
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And who knows we may yet see this sort of thing start to
make some headway in turning mobile into a ubiquitous payment mechanism for
anything. 2012 may well have been the year of mobile, but I am now waiting for
the year of mobile payments to really hit the mainstream. <o:p></o:p></div>
<!--EndFragment-->Telemedia 360http://www.blogger.com/profile/13061942220215140141noreply@blogger.com0tag:blogger.com,1999:blog-5685255472282672521.post-60049127780844886712012-12-12T12:12:00.000+00:002012-12-12T12:12:01.216+00:00Bring on 2013
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So that was 2012. On a personally level it wasn’t 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.<o:p></o:p></div>
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2012 was notable of course for the 25<sup>th</sup> and 20<sup>th</sup>
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.<o:p></o:p></div>
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In many regards I think that in years to come, technologists
may well deem 2012 to have been the year of mobile. And let’s 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.<o:p></o:p></div>
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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. <o:p></o:p></div>
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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.<o:p></o:p></div>
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and lead to surfing and some buying but also a lot of social interaction about
potential purchases.<o:p></o:p></div>
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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.<o:p></o:p></div>
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So retail and mobile is a heady mix, with some really
interesting things to come in 2013.<o:p></o:p></div>
<div class="MsoNormal">
But the wider telemedia world also has some really key
developments taking shape. Media is increasingly becoming interactive 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.<o:p></o:p></div>
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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.<o:p></o:p></div>
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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 microbilling 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!<o:p></o:p></div>
<!--EndFragment-->Telemedia 360http://www.blogger.com/profile/13061942220215140141noreply@blogger.com0tag:blogger.com,1999:blog-5685255472282672521.post-59883084367059560042012-11-29T11:06:00.000+00:002012-11-30T11:04:13.251+00:00PURELY CREATIVE – An apology and clarification <!--[if gte mso 9]><xml>
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<!--StartFragment-->
<br />
<div class="Body1">
Back in
early November we wrongly reported in our editorial blog From my Hat to my
Shoes, that PPP had levied a fine of <span style="font-family: "Arial Unicode MS"; mso-ascii-font-family: Helvetica; mso-bidi-font-family: "Times New Roman";">£</span>800,000 against a company
called Purely Creative for a misleading scratchcard campaign that attracted 15
complaints. This was wrong. The company fined <span style="font-family: "Arial Unicode MS"; mso-ascii-font-family: Helvetica; mso-bidi-font-family: "Times New Roman";">£</span>800,000 by PPP was in fact
Churchcastle Ltd. NOT Purely Creative.<o:p></o:p></div>
<div class="Body1">
<br /></div>
<div class="Body1">
Churchcastle
was fined for a newspaper campaign that used a PRS number to claim prizes for
word search competitions which racked up huge phone call costs. The company
also bombarded people with up to four promos a month.<o:p></o:p></div>
<div class="Body1">
<br /></div>
<div class="Body1">
Purely
Creative was not involved in this at all. Purely Creative is looking to
minimise the effects of a harsh European Courts of Justice (ECJ) ruling on PRS
promotions that it feels we're made "by the ECJ based on what Purely
Creative sees as the wider implications of the ECJ<span style="font-family: "Arial Unicode MS"; mso-ascii-font-family: Helvetica; mso-bidi-font-family: "Times New Roman";">’</span>s extreme interpretation of paragraph 31 of Schedule 1 to
the Unfair Commercial Practices Directive implemented in the UK by the Consumer
Protection from Unfair Trading Regulations 2008.<o:p></o:p></div>
<div class="Body1">
<br /></div>
<div class="Body1">
<br /></div>
<div class="Body1">
Purely
Creative seeking to try and get the effects of this minimised as it effects the
whole PRS industry.<o:p></o:p></div>
<div class="Body1">
<br /></div>
<div class="Body1">
<br /></div>
<div class="Body1">
The basic
question before the ECJ was very specific: it concerned whether, if a consumer
has been told he or she has won or will win a prize, it is a breach of the law
if the consumer has to or may incur any cost whatsoever in claiming that prize.
The ECJ said <span style="font-family: "Arial Unicode MS"; mso-ascii-font-family: Helvetica; mso-bidi-font-family: "Times New Roman";">‘</span>yes<span style="font-family: "Arial Unicode MS"; mso-ascii-font-family: Helvetica; mso-bidi-font-family: "Times New Roman";">’</span>, even if it is the cost of a local rate telephone call, a
short bus ride or a postage stamp.<o:p></o:p></div>
<div class="Body1">
<br /></div>
<div class="Body1">
The ECJ<span style="font-family: "Arial Unicode MS"; mso-ascii-font-family: Helvetica; mso-bidi-font-family: "Times New Roman";">’</span>s interpretation will have an operational impact on all
businesses and charities in the European Union that operate promotions that
offer prizes. National Lotteries are not exempt. As such we are surprised by
the scope of the ruling and believe that other businesses and institutions will
be equally surprised once they become aware of the full implications.<o:p></o:p></div>
<div class="Body1">
<br /></div>
<div class="Body1">
In
October the ECJ upheld its ruling. More on this in January.<o:p></o:p></div>
<div class="Body1">
<br /></div>
<div class="Body1">
Once
again, apologies to Purely Creative who were not fined by PPP and have never
been so.<o:p></o:p></div>
<!--EndFragment--></div>
<!--EndFragment-->Telemedia 360http://www.blogger.com/profile/13061942220215140141noreply@blogger.com0tag:blogger.com,1999:blog-5685255472282672521.post-79700978030331867442012-11-23T14:41:00.000+00:002012-11-23T14:41:00.622+00:002013: a challenging year for operators?
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<span lang="EN-US">This week saw leading analysts Accenture
publish – with some fanfare it has to be said – its predictions for the
communications, media and entertainment industries and finds that times are
getting tough for all three sectors as they all chase the same consumers and
each tries to ‘own the customer’.<o:p></o:p></span></div>
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<span lang="EN-US">Particularly at risk are network operators,
who, says Accenture, can no longer rely on churn to sign up new users, but have
to actively attract them with better services, better devices and better
prices. But they are having to do this against a backdrop where the likes of
Google, Facebook and Sony – not to mention Apple – who are not only doing
a good job of offering services that consumers want that tread on the toes of
operators, but also own the delivery channel and the devices.<o:p></o:p></span></div>
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<span lang="EN-US">According to Accenture, the only way that
operators can try and survive is to create their own ecosystems – and that
increasingly means partnering.<o:p></o:p></span></div>
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<span lang="EN-US">In fact we are at the dawn of an age of MNO
partnerships unlike anything we’ve seen before. From a consumer point of view
its great as it means better services and, with the possible exception of
overpriced 4G, better prices.<o:p></o:p></span></div>
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<span lang="EN-US">But its not just the telcos that are facing
problems. The whole value ecosystem around communications and media is
changing. What’s 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. <o:p></o:p></span></div>
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<span lang="EN-US">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
communications markets and shaped business models around them where we can draw
our lessons. <o:p></o:p></span></div>
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<span lang="EN-US">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?”<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">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 better and more
integrated hardware experience for my customers than I have previously? How can
these companies better leverage brands and new content? <o:p></o:p></span></div>
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<span lang="EN-US">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. It’s not a new question, but
it’s as critical in 2013 as it’s ever been. <o:p></o:p></span></div>
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<span lang="EN-US">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 orchestrate
the consumer experience across those screens?<o:p></o:p></span></div>
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<span lang="EN-US">One immediate challenge for the content
industries will be how to respond to the potential trend of the all you can eat
subscription models moving towards an à 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.<o:p></o:p></span></div>
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<span lang="EN-US">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?<o:p></o:p></span></div>
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<span lang="EN-US">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. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">2013 is shaping up to be quite an
interesting – not to mention challenging – year. I’m rather looking
forward to it….<o:p></o:p></span></div>
<!--EndFragment-->Telemedia 360http://www.blogger.com/profile/13061942220215140141noreply@blogger.com0tag:blogger.com,1999:blog-5685255472282672521.post-51739981156319730712012-11-16T14:41:00.000+00:002012-11-16T14:41:00.778+00:00Christmas is coming... and m-commerce is ready to get fat
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<span lang="EN-US">As Christmas approaches, I am getting very
excited. I can’t hardly sleep for anticipation. I pace. I fiddle. I can’t
concentrate. No, not because I am counting down the days until Santa arrives at
Telemedia Towers, but because soon, very soon, the deluge of predictions as to
how much commerce will be done on mobile around Christmas are but days away
from deluging my in box.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">It’s my favourite time of year. Everyone,
usually, gets very carried away about how much shopping people are going to do
over mobile this year compared to last and how the mobile retail revolution is
upon us. It validates me and makes me not feel like such a dork for doing all
my Christmas shopping on my phone for the fourth year running. I am, it makes
me feel, not alone.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">But while I wait, <a href="http://www.telemedia-news.com/newsitem.aspx?id=4321" target="_blank">Verdict Research</a> has
looked into how much commerce is going to be done via mobile by 2017 and
concluded that, in its words, “m-commerce is set to grow a whopping 504%
between now and 2017 – resulting in almost £1 in every £4 spent online being
through a mobile device in 2017”.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">What? Only 25% of online shopping being
done on mobile by 2017? Really? Already there are more smartphones in the US
than normal phones (51%, a milestone reached this week) and sales of
smartphones and tablets combined are likely next year to outstrip PC sales. By
2017, the way everyone will connect to the web will be via a smartphone, a
tablet, or some sort of combination of the two (a smablet?). Now, a lot of this
will be via wifi, but is it still mobile or is it online? <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">In fact, it doesn’t matter. It will all be
digital commerce and by 2017 I don’t think any organization is going to really
care where the sale comes from, so long as it comes. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">What I think we will find is that most
‘e-commerce’ will be initiated from something running what we think of today as
a mobile OS, and so, even if its running off wifi via a tablet on someones’s
desk (or even a laptop come to that) its m-commerce.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">What Verdict’s findings overlook is the
natural convergence that is happening between devices, networks, operating
systems and people’s habits. Touch screen devices – smartphones, iPads,
Andriod tabs, even the Surface – all offer a much better user interface
than desktops. They are also cheaper, more flexible and convenient. They are
going to be the mass market tool for web access in 2017 (if not long before
– I reckon they are already well on their way to being so, as Christmas
data will reveal: the reason I am so excited). <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">What Verdict does get right (well, sort of)
is that it believes that consumers will use mobile to research what they want
to buy, but won’t actually purchase through mobile because, they don’t feel
comfortable transacting through mobile.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">Here, the researchers have a point – up to
a point. Right now there is some consumer wariness about paying using mobile
payments. But there are two things wrong with this argument. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">Firstly, most commerce transacted through
mobile devices can be done through PayPal, iTunes, or sites that have stored
card details. It is not different to online shopping in that regard – its just
a different device.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">Secondly, mobile payments that actually use
mobile are already starting to gain consumer trust here in 2012. Thanks to
charity donation initiatives, the rise of Payforit and the use of in-app
payments for gamers, gamblers and consumers of adult are starting to get people
using m-payments. Initiatives underway by everyone from banks to retailers to
network operators are going to see the use of m-payments rocket – not by 2017
but during 2013. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">I believe that by 2017, mobile will be THE
payment tool of choice for most people.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">So, while I am excited about Christmas and
all the positive reinforcement I am going to get from the analysis, I am also
looking forward very much to Christmas 2017 (only 1825 sleeps away!) to be
proved right: everything will be mobile and your kids will marvel at how ‘online’
used to be accessed from a big box that sat on a table.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">Happy mobile shopping!<o:p></o:p></span></div>
<!--EndFragment-->Telemedia 360http://www.blogger.com/profile/13061942220215140141noreply@blogger.com0tag:blogger.com,1999:blog-5685255472282672521.post-17903998574792600062012-11-07T12:31:00.003+00:002012-11-07T12:31:46.037+00:00WORLD TELEMEDIA 2012: That was the show that was
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This year’s World Telemedia in Marbella once again showcased
how the telemedia sector is growing and, while booming maybe putting it too
strongly, there is cause for some cheer.<o:p></o:p></div>
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What the event showcased was that there is still plenty of
money to be made in ‘traditional’ telemedia services, as well as offering an
insight into how new opportunities around publishing, TV, social media and all
things m-commerce are all starting to offer some lucrative new markets.<o:p></o:p></div>
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According to David Ashman from AIME’s state of the nation
address charity, virtual goods through the likes of Facebook and other services
and international payments are all growth areas, helping propel PRS earnings,
according to PPP figures at least, to nearly £1billion in the UK alone.<o:p></o:p></div>
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In Germany, virtual goods are worth some £139.3million while
the UK is not far behind with £93.1million. The UK has the largest average
spend of some £19 per person who spends on virtual goods, which the French have
really embraced it spending £28 per person.<o:p></o:p></div>
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Facebook is, unsurprisingly, leading the march, with some
15million of its European users purchasing virtual goods, of which three
quarters are doing so via Zynga games.<o:p></o:p></div>
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But, as Ashman pointed out, as Facebook has announced a
phase out of its Facebook Credits and the cancellation of its Facebook Wallet,
there is now a huge opportunity for telemedia billing services to mop up here. <o:p></o:p></div>
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But the traditional markets are also doing well. According
to AIME figures chat and dating is a £1billion market, and accounts for some £33.5million
of UK PRS revenues and is expected to grow by some 57% in 2012, making it
potentially the soaraway success of the PRS market, if it can be capitalised on
effectively and scams and bad press are avoided.<o:p></o:p></div>
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Adult is also a rich area for PRS, generating some
£125.7million in the UK. <o:p></o:p></div>
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Psychic however seems to be on a downward trend, showing a
4% drop in PRS revenues this year against the while PRS industry largely being
up by an average of 9.5%.<o:p></o:p></div>
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The other potential growth area for all content types – including
the psychic sector – is in delivering in-app billing for developers. Many
are following the freemium model, offering free ‘lite’ versions that either
generate revenue through in-app purchases or upgrades to richer versions from
within the app. This is starting to be a growth area for the sector, with
Payforit ideally positioned – and it has form here, as we saw last year – to
help offer this to non-iOS store apps. <o:p></o:p></div>
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To this end, AIME is developing a PRS flow model for
Payforit in apps and is working with MACH to deliver these services through
2013.<o:p></o:p></div>
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But all of this is nothing without balanced regulation,
argued Square1’s Mark Birkett. Complaints about PRS services are up, he said,
but that is largely down to closer scrutiny by the regulator and the apportioning
of ‘blame’ across the whole value chain. This, Birkett believes, is a good
thing, but PPP has to have balance in how it adjudicates, since we are seeing
some very high fines being levied for issues that previously would have
attracted much less censure. <o:p></o:p></div>
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So what does the coming year hold? There are issues of media
fragmentation several speakers warned and the industry has to be keen to look
at how different billing mechanisms suit different people in different
circumstances depending on how they are looking to consume media and services.
This is something that has to be addressed through the coming year – and
something we shall see a lot more of at the next World Telemedia in 2013.<o:p></o:p></div>
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There will also be an increasing focus on m-commerce, video
services and cross-media offerings. The industry is also seeing a smattering of
new start-ups which is encouraging, said Shawn Brown from Converto, He believes
that we are going to see a lot more clever applications and monetisation around
mobile social commerce offerings.<o:p></o:p></div>
<div class="MsoNormal">
That is true, said Graham Halling from Spoke in his opening
keynote, but the industry and the new start ups face the challenge of
developing the right business models to support an growing amount of
interactivity across media types. Brands, TV companies, print and charities are
all looking at how to generate monetisable interactivity and new services are
emerging, but working out how to monetise them is a challenge.<o:p></o:p></div>
<div class="MsoNormal">
The good news is that these verticals need guidance in how
to do this, and that is something that telemedia business can help them with. <o:p></o:p></div>
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One challenge that the whole business is going to face,
believes Halling, is the emergence of Me-tail, where brands and retailers
slowly start to become media outlets for relevant media and content around what
they sell, either as advanced marketing or as a revenue stream. This is going
to be very challenging for the established media, but also presents an
opportunity for the telemedia sector.<o:p></o:p></div>
<!--EndFragment-->Telemedia 360http://www.blogger.com/profile/13061942220215140141noreply@blogger.com0tag:blogger.com,1999:blog-5685255472282672521.post-67043707951059881592012-10-29T13:00:00.000+00:002012-10-29T13:00:11.441+00:00Me-tail – the key to telemedia's bright future?
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Following the triumph of World Telemedia Marbella we took a
bit of a breather – hence the late arrival of your weekly newsletter. But
what a show that was. So many new and familiar faces, so much talk and
networking – and business – and, of course, quite a lot of fun and games.
I won’t go into the real details of the latter, that is what the World
Telemedia VIP group and Telemedia-news Facebook groups are for (join if you
haven’t already).<o:p></o:p></div>
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In among all this great partying, however, was some really
meaty content. One thing that really stood out for me was the Me-tail theory
espoused by Graham Halling from Spoke in the opening keynote. The idea is that,
while mobile commerce is becoming the de facto place to do business these days,
there is move for brands to look at how to do it themselves.<o:p></o:p></div>
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The argument goes that the likes of Nike know more about,
say, sports than a national newspaper or non-dedicated sports channel, so why
not offer sports news. This suddenly changes the game. Where once media were
king, now brands are. And through this, they start to own the customer not just
when it comes to, in Nike’s case, selling them trainers, but also where they
turn for sports news.<o:p></o:p></div>
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And what’s in it for the telemedia industry? Plenty. You
guys can help these brands monetise their engagements with these consumers, not
only through content billing, but also through monetising social interaction
and user generated content offerings that will go with it.<o:p></o:p></div>
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As Spoke’s Halling put it in Marbella: “Me-tail is an
interesting re-imagining of our industry”. <o:p></o:p></div>
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But we won’t have an industry to re-imagine if we don’t get
to grips with fraud, Josef Bruckschlögl from Kwak Telecom warned delegates in
the day two opening keynote. PBX hacking is still rife, and there are worrying
increases in high jacking, not to mention the raft of new technology frauds
that are being perpetrated, particularly in Russia and China.<o:p></o:p></div>
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In some ways these are old frauds, often delivered in new
ways, but they are still problematic. They cut revenues for everyone in the
value chain, as well as eroding both consumer and potential customer confidence
in using PRS.<o:p></o:p></div>
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And this is the dilemma that we face. There are rich
pickings out there for many as brands and media companies vie to deliver
content and services and monetise them, but unless the industry can present a
clean image to these brands then something else will step in and make it
happen.<o:p></o:p></div>
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The same issues affect billing and m-payments. PRS is still
a great tool for microbilling and may yet have its best days still to come. But
there are increasingly new ways – not least Apple, Amazon and Google
– waiting in the wings to steal much of this brave new world. Oh, and the
operators – who didn’t bother to come to the show, shame on them – are also
trying to grab a piece of the action. Fat chance, IMHO, but we shall wait and
see. <o:p></o:p></div>
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Full show report in next Telemedia Month, out soon!<o:p></o:p></div>
<!--EndFragment-->Telemedia 360http://www.blogger.com/profile/13061942220215140141noreply@blogger.com0tag:blogger.com,1999:blog-5685255472282672521.post-56486594904467333542012-09-21T15:00:00.000+01:002012-09-21T15:00:10.027+01:00Carrier billing rides again<!--[if gte mso 9]><xml>
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Great news from mopay – gaming, social media and dating
services are driving an uptake in direct carrier billing as consumers start to
see that simply adding the charges for these things to their bill while they
are on mobile is actually quite a neat idea.<o:p></o:p></div>
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Couple this with the fact that iPhone5 has no NFC in it and
I think we are starting to see how mobile payments is starting to shape up.<o:p></o:p></div>
<div class="MsoNormal">
And it is all just in time for <a href="http://www.wtevent.co.uk/" target="_blank">WORLD TELEMEDIA MARBELLA</a> on
17-19 October, which is now shaping up to help the telemedia industry
capitalise on this growing movement to alternative, shall we say, ways of
monetising mobile.<o:p></o:p></div>
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With <a href="http://www.wtevent.co.uk/wt_2012/speakers.html" target="_blank">speakers</a> from Spoke, RedBee, Outbrain, Crazy4Media,
BuzzCity, Tradedoubler, Tree, ATS ImpulsePay, Square 1, C3, Kwak, txtnation,
WorldWide Premiums, Converto Group, Sundial, Telserv, AIME, PPP and many more,
the agenda is shaping up to offer a unique insight into how content and
interaction with services can be monetised – often through on carrier and
related third party billing.<o:p></o:p></div>
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The fact that consumers now seem to be getting it –
especially around games, social and dating – really proves that, while the
industry has changed, there is still quite a lot of potential left in telemedia
services. We just have to get the message out.<o:p></o:p></div>
<div class="MsoNormal">
And that is really the theme of <a href="http://www.wtevent.co.uk/wt_2012/home.aspx" target="_blank">WORLD TELEMEDIA MARBELLA</a>:
showing delegates from the media, TV, advertising, chat, dating and adult how
to create engaging services and how to turn that engaging service into revenues
– either directly or indirectly. <o:p></o:p></div>
<div class="MsoNormal">
What is interesting from the mopay study is that some 30%
mobile gamers and 25% of mobile daters are using carrier billing while playing
on mobile. What is more interesting still is that once they have used it they
come back for more. 55% of returning customers complete five or more mobile
transactions once they have discovered mobile billing.<o:p></o:p></div>
<div class="MsoNormal">
The role of mobile payments to monetise social media,
however, is perhaps the most intriguing aspect of all this and <a href="http://www.wtevent.co.uk/wt_2012/home.aspx" target="_blank">WORLD TELEMEDIAMARBELLA</a> will feature award winning company ShowCaster talking about how to
turn live TV events into engaging social offerings – and hinting at how to
monetise these.<o:p></o:p></div>
<div class="MsoNormal">
There is much more detail still to come on the show as we
confirm the last few speakers so keep reading Telemedia-news.com in the coming
weeks as the line up gets finalised – so <a href="http://www.wtevent.co.uk/wt_2012/bookNow_WT/index.asp" target="_blank">SIGN UP HERE</a> to hear from some of the
thought leaders around our industry, see some new ideas in action and, of
course, network you're a*se off at the show.<o:p></o:p></div>
<!--EndFragment-->Telemedia 360http://www.blogger.com/profile/13061942220215140141noreply@blogger.com0tag:blogger.com,1999:blog-5685255472282672521.post-66798219564949711272012-09-17T09:00:00.000+01:002012-09-17T09:00:13.784+01:00Think global… act global
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The introduction by PhonePayPlus in the UK of a mandatory
registration scheme across the whole value chain of PRS providers has had some
interesting upshots. Not only has it made the system more fair for most of
those involved in the industry, as well as protecting consumers to a new an unparalleled
degree, but it has also thrown up some very interesting stats about the use of
PRS and the location of PRS services.</div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
Of the 4000 companies that registered as providers with PPP,
14% have their HQs located overseas, based in 75 countries, including
Australia, Russia, China, India, Nigeria, Argentina, Spain, Germany and the
USA. <o:p></o:p></div>
<div class="MsoNormal">
The attractiveness of the UK PRS market for international
providers and investment is underlined by research published in 2011 by
PhonepayPlus that shows while the average global PRS revenue per capita (based
on 20 bench-marked countries) was US$4.57, in the UK it is US$18.70. <o:p></o:p></div>
<div class="MsoNormal">
In addition, PhonepayPlus’ annual market review, Current
& Future Market for PRS 2011, shows that some providers are capitalising on
the ‘borderless’ reach of global sites, such as Facebook, by facilitating
mobile payments across a range of international markets. In addition, many
UK mobile aggregators are now part of international consortia. <o:p></o:p></div>
<div class="MsoNormal">
And this is, in part, why this year’s <a href="http://www.wtevent.co.uk/wt_2012/home.aspx" target="_blank">WORLD TELEMEDIA</a> event
is being held in Marbella to not only showcase the international nature of the
industry, but also to tap into the growing level of PRS expertise being run out
of the Oligarch’s Playground – not to mention the rest of Europe.<o:p></o:p></div>
<div class="MsoNormal">
Like the show, this issue of Telemedia magazine is also
looking at the international market for PRS services and their impact on
everything from m-commerce to regulation to the some of the new frauds that are
being perpetrated thanks to an increasingly digitally connected and international
user base.<o:p></o:p></div>
<div class="MsoNormal">
And these are vitally important issues. While the
‘traditional’ PRS services of chat, dating, psychic, horoscope and so on are
all doing OK – albeit in a somewhat plateaued graph – the new money is
certainly in exploiting the burgeoning world of apps, m-commerce and digital
media. And, to paraphrase the old Yorkshire adage, where there’s brass, there’s
muck.<o:p></o:p></div>
<div class="MsoNormal">
The world of apps and mobile downloads – not to mention
social media – has brought with it not only a raft of new ways to connect
consumers with content, services, goods and billing, but also new ways for old
scams to be perpetrated. <o:p></o:p></div>
<div class="MsoNormal">
These are detailed in our feature in this month’s magazine
– and will be tackled too in the sessions at <a href="http://www.wtevent.co.uk/wt_2012/home.aspx" target="_blank">WORLD TELEMEDIA MARBELLA</a>
(17-19 October), along with how regulators need to look internationally and
digitally simultaneously to really nip a while new breed of consumer harm in
the bud.<o:p></o:p></div>
<div class="MsoNormal">
And there is everything to play for. These services are no
longer on the edge of consumer markets, but are deeply entrenched in Joe
Public’s everyday digital live – and they are the stuff today of big brands.
Scams and problems that dent consumer confidence in this broad spectrum of
digital commerce is going to have dire consequences all round. <o:p></o:p></div>
<div class="MsoNormal">
So join the debate and book your place at <a href="http://www.wtevent.co.uk/wt_2012/home.aspx" target="_blank">WORLD TELEMEDIAMARBELLA</a> to learn about new services, new ways to make money – and how to make
sure the business is sustainable. <o:p></o:p></div>
<!--EndFragment-->Telemedia 360http://www.blogger.com/profile/13061942220215140141noreply@blogger.com0