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.
Monday, March 03, 2008
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
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