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MOBILE MARKETING: Scan for Your Future BARCELONA! INSIGHT REPORT The mobile operator journey MOBILE from advertising to marketing, and EUROPE how to navigate it. EUROPE’S WIRELESS MAGAZINE S issue no. 217 S August/September 2011 S www.mobileeurope.co.uk ALSO INSIDE: ROAMING STRUCTURES TO CHANGE > Rival telcos to be allowed to bid for separate roaming contracts. P09 POLICY CONTROL > Find the money How mobile operators are using policy control to target and generate new service revenue streams. P34 NEXT LEVEL NETWORK OPTIMISATION > Getting the low down on how new tools are being used to optimise the MOBILE MARKETING: user experience. Scan for your future P39 Equip yourself to meet the challenges of LTE-Advanced. Accelerate your drive to the forefront. Be first to market with up-to-date Agilent LTE-Advanced resources, expertise and test tools. That’s thinking ahead. That’s Agilent. Thhe LTE-E AdA vanced Porrtft olio Deesis gngn libraarir es foro LTEE-A physical layer Geenerate LTE-A siggnals to today’y s stana dards and beyond Analyze multiple LTE-A signals simultaneously Download an in-depth LTE-A App Note Visit www.agilent.com/find/LTE-A-Insight © 2011 Agilent Technologies, Inc. U.S. 1-800-829-4444 Canada 1-877-894-4414 “ I need a high performance signal analyzer that will take me well into my wireless future.” How about 4G and beyond? The problem with time is it never stops moving forward. Imagine a high performance signal analyzer that delivers seamless integration now, but also over time to maximize flexibility, scalability and bench top longevity. Meet the new Agilent PXA signal analyzer, just one of the test tools in the X-Series, an evolutionary approach to signal analysis that spans instruments, measurements and software. With upgradable hardware including CPU, hard drives, I/O, memory, and expansion slots, it’s ready to evolve with you starting now. PXA Signal Analyzer (N9030A) Up to 75 dB of SFDR* over 140 MHz analysis bandwidth for multi-carrier analysis Up to -87 dBc 3GPP ACLR dynamic range LTE and HSPA+ are just two of numerous one-button measurement applications Agilent 89600 VSA software for deep capture and analysis Save up to 40% on measurement applications and 9LVLWXVDW view LTE ACLR, W-CDMA, Noise Floor Extension app notes at www.agilent.com/find/future *spurious free dynamic range © 2010 Agilent Technologies Equip yourself to meet the challenges of LTE-Advanced. Accelerate your drive to the forefront. Be first to market with up-to-date Agilent LTE-Advanced resources, expertise and test tools. That’s thinking ahead. That’s Agilent. The LTE-E AdA vanced Porrtft olio Deesis gng libraarir es foro LTEE-A- physical layer Generate LTE-A siggnals to today’y s sts andards and beyond Analyzy e multiple LTE-A signals simultaneously Download an in-depth LTE-A App Note Visit www.agilent.com/find/LTE-A-Insight © 2011 Agilent Technologies, Inc. “ I need a high performance signal analyzer that will take me well into my wireless future.” How about 4G and beyond? The problem with time is it never stops moving forward. Imagine a high performance signal analyzer that delivers seamless integration now, but also over time to maximize flexibility, scalability and bench top longevity. Meet the new Agilent PXA signal analyzer, just one of the test tools in the X-Series, an evolutionary approach to signal analysis that spans instruments, measurements and software. With upgradable hardware including CPU, hard drives, I/O, memory, and expansion slots, it’s ready to evolve with you starting now. PXA Signal Analyzer (N9030A) Up to 75 dB of SFDR* over 140 MHz analysis bandwidth for multi-carrier analysis Up to -87 dBc 3GPP ACLR dynamic range LTE and HSPA+ are just two of numerous one-button measurement applications Agilent 89600 VSA software for deep capture and analysis Save up to 40% on measurement applications and 9LVLWXVDW view LTE ACLR, W-CDMA, Noise Floor Extension app notes at www.agilent.com/find/future *spurious free dynamic range © 2010 Agilent Technologies “ I need a high performance signal analyzer that will take me well into my wireless future.” How about 4G and beyond? The problem with time is it never stops moving forward. Imagine a high performance signal analyzer that delivers seamless integration now, but also over time to maximize flexibility, scalability and bench top longevity. Meet the new Agilent PXA signal analyzer, just one of the test tools in the X-Series, an evolutionary approach to signal analysis that spans instruments, measurements and software. With upgradable hardware including CPU, hard drives, I/O, memory, and expansion slots, it’s ready to evolve with you starting now. PXA Signal Analyzer (N9030A) Up to 75 dB of SFDR* over 140 MHz analysis bandwidth for multi-carrier analysis Up to -87 dBc 3GPP ACLR dynamic range LTE and HSPA+ are just two of numerous one-button measurement applications Agilent 89600 VSA software for deep capture and analysis Save up to 40% on measurement applications and 9LVLWXVDW view LTE ACLR, W-CDMA, Noise Floor Extension app notes at www.agilent.com/find/future *spurious free dynamic range © 2010 Agilent Technologies u.s. 1-800-829-4444 canada: 1-877-894-4414 BARCELONA! INSIGHT REPORT The mobile operator journey MOBILE from advertising to marketing, and EUROPE how to navigate it. EUROPE’S WIRELESS MAGAZINE S issue no. 217 S August/September 2011 S www.mobileeurope.co.uk ALSO INSIDE: ROAMING STRUCTURES TO CHANGE > Rival telcos to be allowed to bid for separate roaming contracts. P09 POLICY CONTROL > Find the money How mobile operators are using policy control to target and generate new service revenue streams. P34 NEXT LEVEL NETWORK OPTIMISATION > Getting the low down on how new tools are being used to optimise the MOBILE MARKETING: user experience. Scan for your future P39 Contents August/September 2011 Results round-up from northern Europe. Legacy issues Policy enabling hampering personalised monetisation service introduction as well enforcement REGULARS FEATURES EDITORIAL VIDEO OPTIMISATION Keith Dyer says that while the Greek government’s dash What are the requirements for the optimisation of video 04 for the cash is understandable, it shouldn’t be repeated. 32 streamed across mobile networks, and how should operators best optimise video content? (Sponsored article) NEWS Ericsson, Nokia and Telenor results; Survey shows appetite POLICY CONTROL 06 for carrier provided WiFi calls; Olaf Swantee to take over at From bandwidth management to revenue generation, Everything Everywhere; O2 enters offers market; InMobi Europe 34 those selling the solutions are hoping to make the wider shows mobile ad growth of 21% from Q1 to Q2 2011; EC outlines strategic case for policy within the operator. "profound" changes to roaming market; TeliaSonera joins FT-Orange and Deutsche Telekom’s M2M; Legacy culture stifling change; NETWORK OPTIMISATION Consumers ready to pay for better access and quality; Vodafone and With operators taking steps to gain a customer-centric 3 launch own app store channels; Turkcell launches Android NFC. 39 approach, how does gaining a customer view impact upon network optimisation decisions and processes? DIARY A selection of the major mobile events and conferences in 42 the weeks ahead and a glance at some of the stories to have missed the real news pages. INSIGHT REPORT INTRODUCTION AND FULL CONTENTS Keith Dyer introduces this issue’s Insight Report into mobile 15 The benefits advertising and marketing. The report points the way ahead for of aiming operators in this field, guided by new research and analysis. low in SPO NSO R’ S FO REW O RD network optimisation Alex Moukas, CEO of report sponsor Velti, welcomes this 16 Insight Report from mobileSQUARED, and says that the time is ripe for operators to take the step to the next level of mobile advertising and marketing. go to www.mobileeurope.co.uk for the latest information on mobile Mobile Europe |3 Comment editor: keith dyer Can the industry afford to look to the long term? Governments find it hard to turn down a short term buck at the expense of long term MOBILE tax revenues at the best of times. When they are neck deep in the largest financial crisis to hit their country in modern memory, it is understandable that they take every EUROPE opportunity they can to maximise short term gain. Editor: Keith Dyer [email protected] That appears to be what is happening in Greece, where the Direct tel: +44 (0) 20 7933 8999 government is renewing 2G spectrum licenses for Wind Hellas Production Manager: Tania King and Vodafone Greece, whose license terms for 900MHz and 1800MHz spectrum expire next year. Cosmote, the incumbent Sales Manager: Shahid Ramzan operator that has much less spectrum at 900MHz than its rivals, [email protected] does not see its license expire for a few more years. It will be keen Direct tel: +44 (0) 20 7933 8980 to acquire more sub-1GHz spectrum as it then seeks to refarm it Commercial Director: Justyn Gidley for 3G and 4G services. [email protected] Direct tel: +44 (0) 20 7933 8979 And so the Greek Government is fulfilling a dual purpose. It is determined to extract the maximum value possible from the Publishing director: Chris Cooke spectrum, and it is hoping that by going for an auction it will ISSN: 1350 7362 attract bids for 900MHz spectrum from Cosmote, pushing up the price. The operators are crying foul, and one consultant has warned Free Subscriptions that there may even be a refusal to bid, in protest. Mobile Europe is a controlled circulation monthly magazine available free to selected personnel at the publisher’s discretion. If you wish to apply for regular free copies then please write to: I’m not one of those who automatically assumes governments should give away spectrum.
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