- SMS will grow continue to grow
This may come under the heading ‘no shit Sherlock’. However, it is worth pointing out that in the current climate there will be a move away from mobile internet advertising and ad led content towards SMS. Even in 2008, some ad agencies were declaring that SMS was still the killer app for mobile marketing. With the current climate the move will be towards more direct and functional campaigns, such as Swift Cover’s vehicle insurance quotes by SMS. - Bluetooth marketing will grow
With the change last year in the Ofcom regulations, which saw Bluetooth as a broadcast, not a personal medium, a number of companies started to offer this as a proximity marketing solution. With the growth in these companies and the potential from Bluetooth we will see many more campaigns in 2009. - QR
My scepticism to QR (Quick Recognition) Codes, or 2D Bar Codes has changed this year. Whilst they have been around for some time, I tended to believe that they were useful only in Japan and were too niche for the European market. In the last year, however, the use of QR codes has made the idea more accessible to the public. For example, the newspaper City AM has a QR code on the front page in every issue. Pepsi also ran a QR campaign this year.
The advantage of using the codes is that it provides the user with very fast access to further information – this could be anything from an SMS to a mobile link to an application download. This offers an ideal way to use mobile to enhance a print campaign.
The real killer app in the QR world will be when handsets have the readers as standard. Top end Nokias have then as standard, and Google intend to include one in their next release of Android. Although this will represent a tiny percentage of the mobile market, it is likely that other handset manufacturers and mobile networks will follow suit. - MMS will grow … but it will continue to remain niche
MMS has a place in mobile. It is considerably less important than SMS - on a peer to peer level, most people use it very occasionally. However in the advertising and marketing area there is real potential. It offers a neat way of delivering pictures and video to handsets. This is particularly the case with couponing and ticketing (see below), so expect to see a growth in this area in 2009. - Mobile Couponing and Ticketing will increase
The potential in coupons and tickets sent to mobile has not been realised. The biggest opportunity for it’s increase comes from the current economic climate, where the drive to reduce costs will be the overriding factor for many companies. Add to this the need to reduce carbon emissions, and it becomes clear that mobile tickets are an obvious choice. One example of a form of ticketing is the mobile airline check in being offered by British Airways and some other companies. This delivers the 2d barcode that is on web tickets and boarding passes, but offers the advantage of not requiring a print out. If it’s safe enough for airports then it is easily safe enough for any type of event. The barcodes will have to be delivered by MMS of course. - Location Based Services (LBS) will NOT take off
Whilst I have always liked the idea of services that are linked to, or based on the user’s location, I have never been convinced that they will take off for one simple reason. Cost. In the UK the two issues are the charges made by the networks for location hits and the cost of converting postcode to Lat and Long data. Unlike most other countries in the world, in the UK the postcode to Lat/Long data must be bought on a yearly basis.
For both companies and individual users the cost of LBS versus the benefit is not significant enough. If you add to this the fact that Google, for example offer good mobile mapping and location services for free, it hardly seems worth developing your own. - Mobile internet overtakes PC based internet use
OK, maybe not in the UK as a whole, but a combination of flat rate tariffs, better handsets and mobile USB ‘broadband’ will see a significant increase in the number of mobile internet users. Worldwide there will be more people connecting through their mobile network than a land-based ISP.
Why is this significant for mobile marketing? With more internet users, propositioning content, and especially ad content for the mobile market becomes much more important. Whilst things like ‘mobile search’ will remain limited, applications that use the mobile internet will increase, along with the opportunities for ad funded content. - Mobile security will become a bigger issue
With more mobile applications such as banking and payment, along with an increase in mobile internet and marketing, expect to see more debate about security on handsets. An independent survey found that 5.6 million people in the EU already access financial information from their mobile phones, a 23.6 per cent jump from 2007. And with this jump expect to see an increase in scams such as phishing.
On the marketing side, network operators may also introduce spam filtering for SMS if the levels of marketing increase. - Targeted and Niche Advertising will grow
… just as untargeted mobile advertising will fail materialise. Sticking a banner on a mobile portal is not the way forward for mobile advertising. Neither will the way forward come from PPC (Pay Per Click) models such as Google’s Adwords. The fact remains that the mobile internet experience is not one of search and browse in the same way as a PC.
Targeted advertising, such as Blyk’s service will be the way forward. Blyk have around 200,000 UK subscribers under 24 years old who receive free calls and SMS in return for receiving advertising content. It’s a clear, simple relationship that both advertisers and the Blyk users know and understand. - The Iphone will become ‘just another phone’
Don’t get me wrong, I’ve been an Apple fan for years … Macs, Ipods etc. They have great products and superb design. The iphone is great too. Well, great for what it is. The fact remains that the iphone is just one product in a smartphone market that represents little more than 20% of users. And in that market there is stiff competition from Blackberry, Nokia and now the Google Phone.
Underlying this, is the fact that most people want a phone to make calls and send SMS. They don’t want to listen to music or watch videos. That, after all, is what you do at home! Many people do not want to be connected to their email all the time. They actually want to get a way from it.
I predict that the iphone will be like the Apple Mac – a great product for a niche of highly enthusiastic users. In mobile marketing terms it means that some of the high profile campaigns, such as the Guiness game, will fail to light the imagination of many people. ‘This will change everything’? I don’t think so.
Wednesday, December 17, 2008
Top Ten Mobile Marketing developments for 2009
Around this time of year it seems as though everyone is in the business of making predictions. Sticking your neck out these days can leave yourself open to ridicule later on, but never one to shy away from a bit of controversy, here’s my Top Ten Mobile Marketing Developments for 2009:
Wednesday, December 10, 2008
Mobile Email bigger than SMS? I think not!
A senior director at the independent mobile SEVEN has claimed that mobile email will be bigger than SMS. Isabelle Dumont, Senior Director, Marketing at SEVEN said: "email will be the main messaging application on the phone" she said "as users won't be able to use IM or SMS for all communications. This will result in a lot of consolidation around email in terms of user behaviour going towards email."
I totally disagree with this view.
Seven, who represent a small number of users in the UK mobile market, consist of highly active users and early adopters. Inevitably they are the most likely to use email.
Looking at the UK as a whole, the figure is much lower - less than 30% at the last count. It cerainly has grown in the last few years, but why won't everyone be using email instead of the more costly SMS?
There are two principle reasons:
Not everyone wants mobile email
For a majority of people, their phones are for calls and SMS. With the current range of tariffs and phones anyone who wants email on their phone can pretty much have it by now. There may be a few people where cost is the barrier, but unless mobile internet/email is universally free that will always be the case. The remainder have made a choice NOT to have email. I have heard people give all kinds of reasons: I don't need it, I don't want to be disturbed, the handsets are too small.
SMS is easy and contained
I have email on my phone, yet I still send SMS. The reason for that is simple, SMS is immediate. I look at them straight away because I know they will be short. What's more, all of my SMSs are for me - I have no spam (well very little at least).
Dealing with emails, on the other hand takes up much more time. I have to sift through things from Spam, to newsletters before I get to the ones I want. Many of my emails will take a while to download as they have attachments, and others will take a long time to reply to. So, even though I have an always on email connection, I only check it a few times each day, simply because dealing with emails is time consuming.
SMS is not time consuming in the same way. I can read and send them walking along the road. And if I send one I get a reply very quickly.
I am sure that many users feel as I do, which is why I think that email use will not increase that much. My guess would be around 30-35% of mobile users.
I totally disagree with this view.
Seven, who represent a small number of users in the UK mobile market, consist of highly active users and early adopters. Inevitably they are the most likely to use email.
Looking at the UK as a whole, the figure is much lower - less than 30% at the last count. It cerainly has grown in the last few years, but why won't everyone be using email instead of the more costly SMS?
There are two principle reasons:
Not everyone wants mobile email
For a majority of people, their phones are for calls and SMS. With the current range of tariffs and phones anyone who wants email on their phone can pretty much have it by now. There may be a few people where cost is the barrier, but unless mobile internet/email is universally free that will always be the case. The remainder have made a choice NOT to have email. I have heard people give all kinds of reasons: I don't need it, I don't want to be disturbed, the handsets are too small.
SMS is easy and contained
I have email on my phone, yet I still send SMS. The reason for that is simple, SMS is immediate. I look at them straight away because I know they will be short. What's more, all of my SMSs are for me - I have no spam (well very little at least).
Dealing with emails, on the other hand takes up much more time. I have to sift through things from Spam, to newsletters before I get to the ones I want. Many of my emails will take a while to download as they have attachments, and others will take a long time to reply to. So, even though I have an always on email connection, I only check it a few times each day, simply because dealing with emails is time consuming.
SMS is not time consuming in the same way. I can read and send them walking along the road. And if I send one I get a reply very quickly.
I am sure that many users feel as I do, which is why I think that email use will not increase that much. My guess would be around 30-35% of mobile users.
Monday, October 06, 2008
Flight Checkin by Mobile
This is the kind of application I love. Lufthansa, the German airline are implementing a check in by SMS system.
Passengers will soon be able to have a complete check in service, including seat allocation and boarding card, through their phone.
The system uses a 2D barcode delivered to their handset which can be scanned to access the departure lounge or other areas.
Click here for more information on Mobile Ticketing.
Passengers will soon be able to have a complete check in service, including seat allocation and boarding card, through their phone.
The system uses a 2D barcode delivered to their handset which can be scanned to access the departure lounge or other areas.
Click here for more information on Mobile Ticketing.
Thursday, October 02, 2008
DMA Mobile Marketing Guide
As part of my role with the DMA (Direct Marketing Association) Mobile Council, I have contributed to a series of help notes which have formed a mobile marketing guide.
These cover all the current tools, such as SMS and Mobile Web as well as emerging tools such as QR (quick recognition), LBS (location based services) and Bluetooth applications.
Each help note explains what the tool or technology is, how it works and some examples of how it has been used.
The guides are free to everyone - click here to go to the DMA Mobile Council site
These cover all the current tools, such as SMS and Mobile Web as well as emerging tools such as QR (quick recognition), LBS (location based services) and Bluetooth applications.
Each help note explains what the tool or technology is, how it works and some examples of how it has been used.
The guides are free to everyone - click here to go to the DMA Mobile Council site
Tuesday, September 02, 2008
SMS helps call centres ..
... to improve communicaton and cut costs.
No surprises here, but call centres have found that switching to SMS can greatly improve customer satisfaction. No more waiting in a queue, or navigating a complex IVR system to find out a simple piece of information such as a current balance.
A recent report states that:
'SMS efficiently replaces the need for live agents, as well as IVR systems, for many simple service inquiries including order status, payment reminders, account activity alerts, delivery notifications, security alerts, and more, allowing live agents to spend time on dealing with more complex customer inquiries.'
Systems such as our own txt4ever allow SMS Marketing and SMS Customer Relationships to be easily managed through web-based interfaces or IP-based systems.
No surprises here, but call centres have found that switching to SMS can greatly improve customer satisfaction. No more waiting in a queue, or navigating a complex IVR system to find out a simple piece of information such as a current balance.
A recent report states that:
'SMS efficiently replaces the need for live agents, as well as IVR systems, for many simple service inquiries including order status, payment reminders, account activity alerts, delivery notifications, security alerts, and more, allowing live agents to spend time on dealing with more complex customer inquiries.'
Systems such as our own txt4ever allow SMS Marketing and SMS Customer Relationships to be easily managed through web-based interfaces or IP-based systems.
Friday, August 01, 2008
Credit Crunch? What Credit Crunch?
The latest figures form the Mobile Data Association (DMS) show a continued rise in SMS during the last quarter. Figure of 6.4 billion messages per month in the UK surpassed both the sector's expectations and the general economic trend. Some of this has undoubtedly come about with the grown in text messaging for business.
At the same time, mobile data - the mobile web - usage has increased to 16.5 million users in the UK, just over a quarter of mobile phone owners.
With greater business application as well, SMS is expected to rise by 30% in 2008.
Maybe it is either too soon or too tenuous to link to the Credit Crunch, however, it would appear that as with some other sectors, an economic contraction may increase SMS. Aside from the fact that many people are using bundles and thus have no opportunity to cut back, for both businesses and consumers SMS can represent a reduction in costs compared to phone calls.
At the same time, mobile data - the mobile web - usage has increased to 16.5 million users in the UK, just over a quarter of mobile phone owners.
With greater business application as well, SMS is expected to rise by 30% in 2008.
Maybe it is either too soon or too tenuous to link to the Credit Crunch, however, it would appear that as with some other sectors, an economic contraction may increase SMS. Aside from the fact that many people are using bundles and thus have no opportunity to cut back, for both businesses and consumers SMS can represent a reduction in costs compared to phone calls.
Thursday, July 31, 2008
Tuesday, July 29, 2008
Location Based Services (LBS)
One of the great advantages of mobile phones is that not only do they move around, but in general it is possible to tell where they are. Thus if the mobile user needs to know the local transport information, the nearest cash point, or even the local weather, a service provider should be able to tell them quickly and easily.
Location based services have been available on mobile for some time. But why haven't they taken off?
The answer, as is often the case, is MONEY. In order to get a location 'hit' the service provider must directly or through an aggregator, get an agreement to collect the LBS information from them. Unfortunately all the mobile networks want to charge a monthly minimum for this plus a cost per location hit.
More often than not this is passed on to the user through Premium SMS. The problem is that the users clearly do not value this information enough to pay for it on any grand scale. Even the TfL cabwise service, which allows you to text to recieve information of your nearest licensed taxi, charges 35p to cover their costs.
You may think that by providing this information for free the networks will benefit - better customer relationships, more mobile web usage, higher grade handsets sold etc.
Will the networks ever get to the point where they realise it is better to give away this information than charge for it? I very much doubt it. They only see revenue as the way forward.
There are, however a few examples of LBS which as been funded by advertising. Travel FC is a new LBS giving travel information of all things to Manchester United supporters. And it is sponsored by Manchester United themselves.
The thing that may throw the cat amongst the pigeons is Google. They are currently collection data from users about the position of each mobile mast and reverse engineering their own LBS. Of course Google WILL give this away for free and probably make an API available for anyone to do it. Where that leaves the networks it remains to be seen, but once again a web company has shown the mobile world how things should be done.
Location based services have been available on mobile for some time. But why haven't they taken off?
The answer, as is often the case, is MONEY. In order to get a location 'hit' the service provider must directly or through an aggregator, get an agreement to collect the LBS information from them. Unfortunately all the mobile networks want to charge a monthly minimum for this plus a cost per location hit.
More often than not this is passed on to the user through Premium SMS. The problem is that the users clearly do not value this information enough to pay for it on any grand scale. Even the TfL cabwise service, which allows you to text to recieve information of your nearest licensed taxi, charges 35p to cover their costs.
You may think that by providing this information for free the networks will benefit - better customer relationships, more mobile web usage, higher grade handsets sold etc.
Will the networks ever get to the point where they realise it is better to give away this information than charge for it? I very much doubt it. They only see revenue as the way forward.
There are, however a few examples of LBS which as been funded by advertising. Travel FC is a new LBS giving travel information of all things to Manchester United supporters. And it is sponsored by Manchester United themselves.
The thing that may throw the cat amongst the pigeons is Google. They are currently collection data from users about the position of each mobile mast and reverse engineering their own LBS. Of course Google WILL give this away for free and probably make an API available for anyone to do it. Where that leaves the networks it remains to be seen, but once again a web company has shown the mobile world how things should be done.
Friday, July 18, 2008
Payforit
A great idea for mobile payments has been typically cocked up by the mobile networks money-grabbing approach.
What is Payforit
In short, it is a Wap-based mobile payment system. It works in a similar way to Premium SMS by deducting a payment off the user's phone bill, but is triggered via a wap site, rather than an SMS.
There are two key advantages of Payforit:
A simple click that can be built into a WAP browsing experience
Payments for up to £10 can be taken
This is exactly the kind of thing that I would love to include in our mobile content management platform, immedia24.com
However there are downsides:
The number of mobile users with WAP is small - the latest figures from text.it show WAP browsing levels at around 27% in the UK.
The cost to merchants of offering payforit and the amount that the networks take from each payment.
This last point is the one that will prevent Payforit from being truely ubiquitous. In terms of setting up as a merchant I have been quoted between £250 per month and £1500 per month depending on who you ask. For a new payment system in a relatively new market this is nothing short of outragous. Who would be in a position to risk this, apart from large brands with money to burn?
Similarly the networks are taking a similar chunk of money to Premium SMS - it varies according to the amount taken, but merchants will see little more than 50 or 60% of the payment value after VAT and Network charges.
Compare this to online payments systems such as Paypal or Google checkout, as you will see that they take a relatively small fee for transactions. Even online credit card processors such as Worldpay or Protx charge a small amount each month to their users.
Once again, the networks just don't get it. All they have to do is charge a small amount per transaction and the Payforit system will become a genuine mobile payment system for all.
What is Payforit
In short, it is a Wap-based mobile payment system. It works in a similar way to Premium SMS by deducting a payment off the user's phone bill, but is triggered via a wap site, rather than an SMS.
There are two key advantages of Payforit:
A simple click that can be built into a WAP browsing experience
Payments for up to £10 can be taken
This is exactly the kind of thing that I would love to include in our mobile content management platform, immedia24.com
However there are downsides:
The number of mobile users with WAP is small - the latest figures from text.it show WAP browsing levels at around 27% in the UK.
The cost to merchants of offering payforit and the amount that the networks take from each payment.
This last point is the one that will prevent Payforit from being truely ubiquitous. In terms of setting up as a merchant I have been quoted between £250 per month and £1500 per month depending on who you ask. For a new payment system in a relatively new market this is nothing short of outragous. Who would be in a position to risk this, apart from large brands with money to burn?
Similarly the networks are taking a similar chunk of money to Premium SMS - it varies according to the amount taken, but merchants will see little more than 50 or 60% of the payment value after VAT and Network charges.
Compare this to online payments systems such as Paypal or Google checkout, as you will see that they take a relatively small fee for transactions. Even online credit card processors such as Worldpay or Protx charge a small amount each month to their users.
Once again, the networks just don't get it. All they have to do is charge a small amount per transaction and the Payforit system will become a genuine mobile payment system for all.
Thursday, May 29, 2008
US starts to get SMS
Has the US started to get the concept of SMS? Subways in the States are now offering discount vouchers by SMS.
Shameless Plug: Our own Mobile Vouchers system has been available through txt4ever.com for two years!
http://www.blogger.com/img/gl.link.gif
Shameless Plug: Our own Mobile Vouchers system has been available through txt4ever.com for two years!
http://www.blogger.com/img/gl.link.gif
Friday, May 23, 2008
Hello by SMS
Celebrity news site hellomagazine.com is launching daily MMS and SMS news.
Subscribers to the MMS service will receive one each week day, containing a latest news story from hellomagazine.com including image. SMS subscribers will receive a latest headline to their phones.
To subscribe to the MMS service, users can text HELLO1 to 62233 and for the SMS, HELLO2 to 62233.
Each MMS messages cost £1 and the SMS alerts cost 25p. The service is only available to UK mobile subscribers.
Currently attracting over 1.5 million unique users per month, Hellomagazine.com Editor Verity J. Smart, said: “ A launch of a mobile service has been long overdue, and I feel that it will be an important addition to our digital canon. A natural extension of a web presence is a mobile offering. ”
Subscribers to the MMS service will receive one each week day, containing a latest news story from hellomagazine.com including image. SMS subscribers will receive a latest headline to their phones.
To subscribe to the MMS service, users can text HELLO1 to 62233 and for the SMS, HELLO2 to 62233.
Each MMS messages cost £1 and the SMS alerts cost 25p. The service is only available to UK mobile subscribers.
Currently attracting over 1.5 million unique users per month, Hellomagazine.com Editor Verity J. Smart, said: “ A launch of a mobile service has been long overdue, and I feel that it will be an important addition to our digital canon. A natural extension of a web presence is a mobile offering. ”
Mobile Advertising - where next?
The analysts, Gartner recently predicted that worlwide mobile advertising would account for revenues of nearly $3 billion in 2008. But is this just the tip of the iceberg? Can be more be made out of mobile advertising?
So far, much of the mobile advertising has been focussed along traditional web models. Yahoo and Googles applications have largely ensured that they have produced mobile version of exsiting web products.
However this fails to recognise that mobile is a very different medium indeed. It differs in the following ways:
Most people have their phone with them most of the time
For many, their phone is also about their indentity - it's a statement
It is used for relatively brief periods of time - snacking
It's location can be known
Screen sizes and lack of keyboards limits some of the fucntionality
The mobile is, arguably, far more suited to tracking individual behaivour than traditional interent - the devices are rarely shared and the mobile number can be used as a form of ID.
If this is matched with information the operator holds then a significant amount of information can be known about the user and their habbits.
That is the upside for advertisers. On the downside, surely users will feel intruded if marketeers use this information to create a form of highly targetted mobile marketing?
To a large extent, this is very much the case. In western Europe, at least, users shy away from anything that appears to be too 'big brother.'
However, there is also a case to be made that we are subject to highly targetted advertising already ... just not on mobile.
Loyalty cards allow retailers to collect detailed information about buying habits and direct mail is tailored to those habbits.
Gmail looks at the content of emails and delivers adwords accordingly.
In both cases however there is a clear trade-ohttp://www.blogger.com/img/gl.link.gifff - reduced costs or other benefits from the retailer, or in the case of Gmail, a specific service.
So highly targetted mobile marketing can work if the users gain a clear benefit from it and they do not feel that it is unecessarily instrusive.
The advantage of targetting, is that users will not receive ads for irrelevant products and services - just those that are likely to be of benefit to them.
So far, much of the mobile advertising has been focussed along traditional web models. Yahoo and Googles applications have largely ensured that they have produced mobile version of exsiting web products.
However this fails to recognise that mobile is a very different medium indeed. It differs in the following ways:
Most people have their phone with them most of the time
For many, their phone is also about their indentity - it's a statement
It is used for relatively brief periods of time - snacking
It's location can be known
Screen sizes and lack of keyboards limits some of the fucntionality
The mobile is, arguably, far more suited to tracking individual behaivour than traditional interent - the devices are rarely shared and the mobile number can be used as a form of ID.
If this is matched with information the operator holds then a significant amount of information can be known about the user and their habbits.
That is the upside for advertisers. On the downside, surely users will feel intruded if marketeers use this information to create a form of highly targetted mobile marketing?
To a large extent, this is very much the case. In western Europe, at least, users shy away from anything that appears to be too 'big brother.'
However, there is also a case to be made that we are subject to highly targetted advertising already ... just not on mobile.
Loyalty cards allow retailers to collect detailed information about buying habits and direct mail is tailored to those habbits.
Gmail looks at the content of emails and delivers adwords accordingly.
In both cases however there is a clear trade-ohttp://www.blogger.com/img/gl.link.gifff - reduced costs or other benefits from the retailer, or in the case of Gmail, a specific service.
So highly targetted mobile marketing can work if the users gain a clear benefit from it and they do not feel that it is unecessarily instrusive.
The advantage of targetting, is that users will not receive ads for irrelevant products and services - just those that are likely to be of benefit to them.
Wednesday, May 21, 2008
Mobile Glossary
I've put a link here to a link to a glossary of common mobile terms that may be useful.
The links below are for the search engines to follow, so there isn't anything worth reading here (hey, we all need traffic):
Mobile Marketing
bulkSMS
Premium SMS
Online Text messages
The links below are for the search engines to follow, so there isn't anything worth reading here (hey, we all need traffic):
Mobile Marketing
bulkSMS
Premium SMS
Online Text messages
Wednesday, April 16, 2008
The MMS Picture Frame
Not all technology is good. MMS, for example, has never reached the full potential that the networks hoped. A combination of cost, compatability and need meant that most users didn't see the point, or used it rarely.
However, a neat new application of the MMS system has been employed in a new digital photo grame.It can receive pictures directly from a mobile phone to be instantly displayed on a mantlepiece.
The 7-inch Parrot DF7700 Digital Photo Frame claims to be the first to market that accepts photos sent to it via MMS.
The device has an integrated SIM card with a dedicated call number and a log-in or password is not required when sending photos to the Frame via MMS. It also features a USB connection and an SD card slot for more conventional methods of photo transfer.
Photos are automatically resized to optimize memory which has a capacity of storing over 500 photos in its internal flash memory. These can be displayed on its high-resolution TFT screen in slideshow mode, or as a single picture. It includes automatic image rotation and a built-in light sensor that adjusts the LCD’s brightness as room lighting changes.
Given that digital picture frames were one of last Xmas's biggest sellers, the MMS Frame may well capture people's imagination.
However, a neat new application of the MMS system has been employed in a new digital photo grame.It can receive pictures directly from a mobile phone to be instantly displayed on a mantlepiece.
The 7-inch Parrot DF7700 Digital Photo Frame claims to be the first to market that accepts photos sent to it via MMS.
The device has an integrated SIM card with a dedicated call number and a log-in or password is not required when sending photos to the Frame via MMS. It also features a USB connection and an SD card slot for more conventional methods of photo transfer.
Photos are automatically resized to optimize memory which has a capacity of storing over 500 photos in its internal flash memory. These can be displayed on its high-resolution TFT screen in slideshow mode, or as a single picture. It includes automatic image rotation and a built-in light sensor that adjusts the LCD’s brightness as room lighting changes.
Given that digital picture frames were one of last Xmas's biggest sellers, the MMS Frame may well capture people's imagination.
Monday, March 03, 2008
Most people aren't interested in social networking from their operator
I could have said this for free, but after commissioning a survey with SSI for Martin Dawes systems, it turns out that over 70 percent of social network users said they wouldn’t join a social network launched by their mobile service provider.
'It suggests mobile subscribers aren’t fully convinced about the relevance of social networks to their personal or business lives.' As one report states.
The problem is that fundamentally, people don't trust their network. Roaming charges, data charges and other rip-offs means that people do not trust their mobile operators.
'It suggests mobile subscribers aren’t fully convinced about the relevance of social networks to their personal or business lives.' As one report states.
The problem is that fundamentally, people don't trust their network. Roaming charges, data charges and other rip-offs means that people do not trust their mobile operators.
The ins and outs of mobile age verification
One of the often touted advantages of mobile content is that, unlike say the internet, it has a built in age verification system. Although operators can control what goes on their portal, with the growth of third party content providers and delivery systems such as our own, immedia24.com, the process is more complex. How does it work? Does it ensure that minors do not access adult content?
Mobile age verification was established on a self-regulatory basis across all UK mobile networks in 2004. As with other changes in the MNO (mobile network operator), these were brought about by the threat of government intervention and not the altruism of the networks themselves.
The difficulty with understanding how it works on mobile is that the information is difficult to find. There is a copy of a document buried somewhere on the Orange website, but cannot be found anywhere else.
The principle of adult controls are that mobile users must prove that they are over 18 before they can receive content restricted by the MNOs. However, with the exception of chat rooms, they are not specific about what constitutes adult content – would, for example, the type of images found in FHM be considered adult? There is no clear definition for this, but instead, the policy makes a vague statement that the over 18 rule will be defined as ‘consistent with standards used by other media’.
Content, when delivered through MNO portals is monitored. Content delivered through third party portals, such as immedia24.com, needs to be controlled externally.
Shortcodes
Shortcodes, the five or six digit numbers attached to premium rate messages have been the focus of adult verification. The way a shortcode works, is that a user must send a text to this code and in return will receive either an SMS with a URL link (such as immedia24.com) or an MMS with the content. So codes starting with 69xxx and 89xxx are restricted to age verified phones. For shortcodes, phones are locked by default and age verification MUST be made before content can be provided. This is usually done by sending a message to the user asking them to contact customer services to verify their phone.
Proof of age is made using a credit card, where a small sum is deducted and then refunded by the network. This process can usually be done through a phone call, WAP or online.
Mobile Internet
The age verification process for the mobile internet differs from operator to operator, where some restrict sites by default, but others have an optional ‘parental lock’:
All MNOs have content filtering for WAP and mobile internet - the system varies depending on the operator:
- Vodafone - all content filtered with extensive controls in place by default
- T-Mobile and Virgin - all content filtered
- O2 - content filtering optional as part of parental controls
- 3 - Walled garden - adult content only available as paid content through their portal
The problem with this is that on O2, for example, unless a parent is both aware of the parental lock and how to set it, there is nothing to stop minors from accessing adult content.
On the other hand, with Vodafone or T-Mobile, the content blocking is something of a blunt instrument, where many acceptable sites are blocked simply because they are not known to that network’s filters. The more cynical observer may suggest that it is used as a means to block many third party sites and pushes the user into those sites which are accessible from the operator’s portal, such as Vodafone Live! Or T-Zones.
So should parents be worried that in spite of certain controls, the mobile web means that their children are accessing unsuitable content? The answer is that generally speaking they should not worry. Firstly, the shortcode numbers are tightly controlled. The mobile web does not represent a back door to unsuitable content for two reasons: firstly, it is only on O2 where content controls must be added. The other networks filter out adult content automatically. Secondly, very few minors access the mobile web – the primary reason being one of cost. Unless they are on a subscription, with a data tariff, the costs of surfing are almost prohibitive. Very few minors have a subscription and even fewer have a data tariff.
Whilst the MNOs have not dealt with the issue with the clarity and consistency that many would like, the age verification procedures are, generally speaking, highly effective.
Mobile age verification was established on a self-regulatory basis across all UK mobile networks in 2004. As with other changes in the MNO (mobile network operator), these were brought about by the threat of government intervention and not the altruism of the networks themselves.
The difficulty with understanding how it works on mobile is that the information is difficult to find. There is a copy of a document buried somewhere on the Orange website, but cannot be found anywhere else.
The principle of adult controls are that mobile users must prove that they are over 18 before they can receive content restricted by the MNOs. However, with the exception of chat rooms, they are not specific about what constitutes adult content – would, for example, the type of images found in FHM be considered adult? There is no clear definition for this, but instead, the policy makes a vague statement that the over 18 rule will be defined as ‘consistent with standards used by other media’.
Content, when delivered through MNO portals is monitored. Content delivered through third party portals, such as immedia24.com, needs to be controlled externally.
Shortcodes
Shortcodes, the five or six digit numbers attached to premium rate messages have been the focus of adult verification. The way a shortcode works, is that a user must send a text to this code and in return will receive either an SMS with a URL link (such as immedia24.com) or an MMS with the content. So codes starting with 69xxx and 89xxx are restricted to age verified phones. For shortcodes, phones are locked by default and age verification MUST be made before content can be provided. This is usually done by sending a message to the user asking them to contact customer services to verify their phone.
Proof of age is made using a credit card, where a small sum is deducted and then refunded by the network. This process can usually be done through a phone call, WAP or online.
Mobile Internet
The age verification process for the mobile internet differs from operator to operator, where some restrict sites by default, but others have an optional ‘parental lock’:
All MNOs have content filtering for WAP and mobile internet - the system varies depending on the operator:
- Vodafone - all content filtered with extensive controls in place by default
- T-Mobile and Virgin - all content filtered
- O2 - content filtering optional as part of parental controls
- 3 - Walled garden - adult content only available as paid content through their portal
The problem with this is that on O2, for example, unless a parent is both aware of the parental lock and how to set it, there is nothing to stop minors from accessing adult content.
On the other hand, with Vodafone or T-Mobile, the content blocking is something of a blunt instrument, where many acceptable sites are blocked simply because they are not known to that network’s filters. The more cynical observer may suggest that it is used as a means to block many third party sites and pushes the user into those sites which are accessible from the operator’s portal, such as Vodafone Live! Or T-Zones.
So should parents be worried that in spite of certain controls, the mobile web means that their children are accessing unsuitable content? The answer is that generally speaking they should not worry. Firstly, the shortcode numbers are tightly controlled. The mobile web does not represent a back door to unsuitable content for two reasons: firstly, it is only on O2 where content controls must be added. The other networks filter out adult content automatically. Secondly, very few minors access the mobile web – the primary reason being one of cost. Unless they are on a subscription, with a data tariff, the costs of surfing are almost prohibitive. Very few minors have a subscription and even fewer have a data tariff.
Whilst the MNOs have not dealt with the issue with the clarity and consistency that many would like, the age verification procedures are, generally speaking, highly effective.
Two Trillion Texts in 2008
The latest report from Research and Markets predicts that over 2 trillion texts will be sent this year - that's two for each subscriber each day.
Although other mobile data and content services are starting to grow, SMS still represents the killer app for mobile. The authors of the report state: "This supports our claim that of the various new telecoms technologies and innovations over the last few decades, there can only be one conclusion drawn – the most popular services are usually communications-based – not entertainment, not information, but communications."
Banks and financial services sectors are beginning to take a greater mobile commerce, particularly m-payments and m-banking. Focus has also turned to the developing markets, where mobile phones are being viewed as an opportunity to reach the masses that would not otherwise use m-payment or m-banking services.
Although other mobile data and content services are starting to grow, SMS still represents the killer app for mobile. The authors of the report state: "This supports our claim that of the various new telecoms technologies and innovations over the last few decades, there can only be one conclusion drawn – the most popular services are usually communications-based – not entertainment, not information, but communications."
Banks and financial services sectors are beginning to take a greater mobile commerce, particularly m-payments and m-banking. Focus has also turned to the developing markets, where mobile phones are being viewed as an opportunity to reach the masses that would not otherwise use m-payment or m-banking services.
Friday, February 22, 2008
Monday, February 18, 2008
Mobile Apps still not popular with users
A study by AppTrigger found that 57 per cent have not advanced their use of mobile phones in five years.
Despite 74 per cent believing that the services offered have improved more than half (57 per cent) of UK mobile phone owners use their phone for the same things that they did in 2003, according to a study by telecom application connectivity specialist AppTrigger.
According to the study, nearly half of the users said they have never received sports, retails promotions etc.
The producers of the study believes that mobile phone operators are largely locked into proprietary application suites and hindered by complex connectivity issues. However, an explination may simple be that most users just want to make calls and send SMS on their mobile.
Interestingly, those users who did download apps, the majority of 14-24 year olds were interested in games and ringtones. The 24-35 age group used more PDA style applications such as diary systems. The biggest surprise was in the 35-55 age group - these were the greatest users of mobile internet.
Despite 74 per cent believing that the services offered have improved more than half (57 per cent) of UK mobile phone owners use their phone for the same things that they did in 2003, according to a study by telecom application connectivity specialist AppTrigger.
According to the study, nearly half of the users said they have never received sports, retails promotions etc.
The producers of the study believes that mobile phone operators are largely locked into proprietary application suites and hindered by complex connectivity issues. However, an explination may simple be that most users just want to make calls and send SMS on their mobile.
Interestingly, those users who did download apps, the majority of 14-24 year olds were interested in games and ringtones. The 24-35 age group used more PDA style applications such as diary systems. The biggest surprise was in the 35-55 age group - these were the greatest users of mobile internet.
Monday, February 04, 2008
Quote of the Day
Cyriac Roeding, the head of CBS Mobile, speaking at a conference said:
'How do we expect anyone to take this seriously as an advertising device… So let’s make it simpler–let’s talk about usability, let’s not talk about the next 15 menu items, and let’s not try to copy another medium … If you are trying to make this the next online page, you will fail…because this is a new medium in its own right.'
Absolutely spot on. When it comes to mobile, more is not better. It all comes down to the simple fact that most people are using their phones for calls, SMS and as a phone book. Packing it with other features only appeals to a small minority.
'How do we expect anyone to take this seriously as an advertising device… So let’s make it simpler–let’s talk about usability, let’s not talk about the next 15 menu items, and let’s not try to copy another medium … If you are trying to make this the next online page, you will fail…because this is a new medium in its own right.'
Absolutely spot on. When it comes to mobile, more is not better. It all comes down to the simple fact that most people are using their phones for calls, SMS and as a phone book. Packing it with other features only appeals to a small minority.
Thursday, January 31, 2008
Useful Info
In an attempt to shed a bit more light on the terminology of the weird and wonderful world of mobile, I have put together some glossary/explanation pages here:
Mobile Internet
Mobile Ticketing & Couponing
Mobile QR Codes
Mobile UGC
Mobile Social Media
Mobile Widgets
Mobile ad funded content and services
Mobile TV
Bluetooth Advertising
Mobile Internet
Mobile Ticketing & Couponing
Mobile QR Codes
Mobile UGC
Mobile Social Media
Mobile Widgets
Mobile ad funded content and services
Mobile TV
Bluetooth Advertising
UK Regulator to Look At Roaming Data Charges
About time too!
Following a recent report from the European Regulators Group, Ofcom, the UK telecoms regulator is too look at the charges for using data abroad.
The average price charged to UK users abroad was over £4 per megabyte, although prices of £7 per meg or more are charged to customers not on special tarrifs. The £4 also takes into account that some operators such as 3 have no roaming charges or lower charges where they have European partners.
Ofcom's Chief Executive acknolwedged that data roaming charges represented a significant barrier to business. With the growth of mobile email and smart phones, such as the i-Phone, it is the roaming charges that is ultimately the barrier to useage.
The report also noted that whilst calling and SMS roaming charges had come down, they are still over 3 times the cost of use at home. Not exactly a bargain.
Ofcom will be looking to see if it has the regulatory powers to deal with data charges
Following a recent report from the European Regulators Group, Ofcom, the UK telecoms regulator is too look at the charges for using data abroad.
The average price charged to UK users abroad was over £4 per megabyte, although prices of £7 per meg or more are charged to customers not on special tarrifs. The £4 also takes into account that some operators such as 3 have no roaming charges or lower charges where they have European partners.
Ofcom's Chief Executive acknolwedged that data roaming charges represented a significant barrier to business. With the growth of mobile email and smart phones, such as the i-Phone, it is the roaming charges that is ultimately the barrier to useage.
The report also noted that whilst calling and SMS roaming charges had come down, they are still over 3 times the cost of use at home. Not exactly a bargain.
Ofcom will be looking to see if it has the regulatory powers to deal with data charges
Thursday, January 24, 2008
Young people don't trust their mobile operator
Yes, shock horror! The surprise news is that young people have little trust in their mobile operator, little loyalty to them and will regularly switch networks.
In an extensive survey of 14-27 year old's in London, New York, Munich and Barcelona, many cited a 'lack of trust' as their reason for changing mobile operators.
Customers were nervous about the charges from using data services, and limited their mobile web access and wap downloads as a result.
Years of cynical pricing of data and for roaming has obviously put of many of their younger customers. The survey also showed that they are not attracted by fancy incentives such as mobile TV or other content. As with consumers of all ages they were interested in good customer service and clear, transparent pricing and billing.
It's not exactly rocket science, but once again, the networks have failed to understand how to keep their customers (in this case younger customers) happy.
In an extensive survey of 14-27 year old's in London, New York, Munich and Barcelona, many cited a 'lack of trust' as their reason for changing mobile operators.
Customers were nervous about the charges from using data services, and limited their mobile web access and wap downloads as a result.
Years of cynical pricing of data and for roaming has obviously put of many of their younger customers. The survey also showed that they are not attracted by fancy incentives such as mobile TV or other content. As with consumers of all ages they were interested in good customer service and clear, transparent pricing and billing.
It's not exactly rocket science, but once again, the networks have failed to understand how to keep their customers (in this case younger customers) happy.
Friday, January 11, 2008
ARTISTS AND LABELS INVEST IN FUTURE OF MOBILE MUSIC
Immedia24 carried out a survey covering a cross section of the music industry - from artists to record labels - has shown a high level of interest in publishing music onto mobile phones. 90% said that they were offering, or intending to offer mobile downloads of music tracks.
The company launched the survey in order to understand why only some sections of the music industry were selling or distributing to mobile.
So far mobile music sales has been through operator portals in conjunction with major record labels. With a large number of artists and independent labels completing the survey (50% and 20% respectively) it is clear they are looking for a route to sell direct to their fan's mobile phones.
Companies like immedia24 allow artists and labels to deliver content directly to the mobile user, without the need to go through operator portals or the major music download site. Although this gives the artist more control and greater revenue, over 30% of respondents didn't realise that it was possible to do this.
Whilst over 70% saw it as a means to distribute tracks and videos, an equal number saw it as an important medium in which to build an artists profile.
Important factors for a mobile delivery system were the quality of service and ease of use and technical support, along with the quality of the end user experience.
Issues of concern were the download speeds available on mobile along with the return offered by Premium. One responded said 'mobile still seems a bit clunky', whilst another felt that they didn't want to 'alienate fans with spam'.
Although nearly 78% of respondents said they would use MySpace music as a sales route, over half were not aware of other mobile channels such as Numo, Kodime or Immedia24.
Significantly, over 16% said that they did not want to use MySpace as a means to sell to mobile.
Mark Brill, CEO of Ping Corporation explained: 'It's clear that many people in the music industry see mobile music as an important element in their sales and distribution. The independent labels and artists are looking to do that without having to tie into operators or major labels. It is also interesting to see importance that they also place on mobile as a means of promoting artists.' The survey was carried out online by immedia24 between May and August 2007. Of the 150 respondents, 50% were artists, 20% independent record labels and 8% from major record labels.
FURTHER INFORMATION
Immdia24 is a mobile content and billing platform developed by London-based company, Ping Corporation Ltd. The company has been developing systems for messaging to mobile and content delivery since 2003.
For more information contact: Mark Brill Pingcorp/immedia24 - mark@pingcorp.co.uk
Also published at http://www.mobilemarketingmagazine.co.uk/2007/10/survey-reveals-.html
The company launched the survey in order to understand why only some sections of the music industry were selling or distributing to mobile.
So far mobile music sales has been through operator portals in conjunction with major record labels. With a large number of artists and independent labels completing the survey (50% and 20% respectively) it is clear they are looking for a route to sell direct to their fan's mobile phones.
Companies like immedia24 allow artists and labels to deliver content directly to the mobile user, without the need to go through operator portals or the major music download site. Although this gives the artist more control and greater revenue, over 30% of respondents didn't realise that it was possible to do this.
Whilst over 70% saw it as a means to distribute tracks and videos, an equal number saw it as an important medium in which to build an artists profile.
Important factors for a mobile delivery system were the quality of service and ease of use and technical support, along with the quality of the end user experience.
Issues of concern were the download speeds available on mobile along with the return offered by Premium. One responded said 'mobile still seems a bit clunky', whilst another felt that they didn't want to 'alienate fans with spam'.
Although nearly 78% of respondents said they would use MySpace music as a sales route, over half were not aware of other mobile channels such as Numo, Kodime or Immedia24.
Significantly, over 16% said that they did not want to use MySpace as a means to sell to mobile.
Mark Brill, CEO of Ping Corporation explained: 'It's clear that many people in the music industry see mobile music as an important element in their sales and distribution. The independent labels and artists are looking to do that without having to tie into operators or major labels. It is also interesting to see importance that they also place on mobile as a means of promoting artists.' The survey was carried out online by immedia24 between May and August 2007. Of the 150 respondents, 50% were artists, 20% independent record labels and 8% from major record labels.
FURTHER INFORMATION
Immdia24 is a mobile content and billing platform developed by London-based company, Ping Corporation Ltd. The company has been developing systems for messaging to mobile and content delivery since 2003.
For more information contact: Mark Brill Pingcorp/immedia24 - mark@pingcorp.co.uk
Also published at http://www.mobilemarketingmagazine.co.uk/2007/10/survey-reveals-.html
Monday, January 07, 2008
Iphone flops at Christmas despite hype
Maybe a bit of hype in the title, but no surprises that the iphone hasn't had the expected level of sales in the UK.
Although O2 enjoyed a major spike in iPhone sales in the week before Christmas, this was after disappointing sales from the much-hyped 9 November launch.
Most stores are believed to have missed iPhone targets by some distance, with a typical-sized O2 store selling just one iPhone per week.
There are probably a broad number of reasons for this - some are connected to the downturn in spending, others to their competitors (eg the LG Viewty). Ultimately, data charges not withstanding, and PDA style phone has a limited market and the iphone will never be as ubiquitous as Apple would want it to be.
Although O2 enjoyed a major spike in iPhone sales in the week before Christmas, this was after disappointing sales from the much-hyped 9 November launch.
Most stores are believed to have missed iPhone targets by some distance, with a typical-sized O2 store selling just one iPhone per week.
There are probably a broad number of reasons for this - some are connected to the downturn in spending, others to their competitors (eg the LG Viewty). Ultimately, data charges not withstanding, and PDA style phone has a limited market and the iphone will never be as ubiquitous as Apple would want it to be.
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