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In This Issue 16 26 monetizing connected consumers ISSUE 56 | £4.99 RCS: the second coming? 2020 Visions 5G and 8 After several years of John Strand kicks roaming development and much of 2020 with a Gunter Reiss dicussion, RCS – the next detailed breakdown takes a look at generation of text – is of the trends that why roaming is poised to go large in 2020. will shape telecoms still going to be What does that mean? in the year ahead vital with 5G IN THIS ISSUE 16 26 VALUE ADDED SERVICES IN THIS ISSUE Consumers spend 06 DCB AND UK GAMBLING The UK gambling commission has almost $400bn banned the use of credit card. Does this now present DCB with a golden through mobile, opportunity? as games, video, 10 RCS FOR RETAIL With RCS services likely to start to retail and ads get mass adoption in 2020 as more boom networks, brands and consumers get on board, John Wick takes a look at what that means for retailers in particular 12 MOBILE FRAUD Mobile fraud, especially on Android, is growing – but we take a look at how one company is doing it all it can to keep it at bay Mobile is booming, with annual global So finds The State of Mobile 2020 report 14 AFFILIATE GOES GLOBAL consumer spend via the channel likely from App Annie, the mobile data and The rise of global e and m-commerce to reach $380 billion driven by effective analytics company helping brands and is giving renewed vigour to the affiliate mobile ads, games, retail and video. >> 3 marketing world. Here we take a look at where it is playing out and what’s in it BILLING & PAYMENT for telemedia DCB goes vertical – and global COMPANIES YOU Direct carrier billing is finally coming $172.3 million by 2026. into its own: PSD2 and GDPR-friendly, According to Allied Market Research’s SHOULD BE DOING it is starting to fit the bill for a growing report, “Direct Carrier Billing Platform number of mobile services from Market by Content (Application & Game, BUSINESS WITH! 30 #BILLING gambling and dating to car parking, Video & Audio, and Others) and Operating enterprise red transport and even education. Paul System (Android, iOS, and Others): Global CELESTATEL Celestatel is a leading global provider of International Premium rate numbers. We Skeldon what’s driving its rennaisance are directly interconnected Opportunity Analysis and Industry Forecast, with major voice carriers worldwide as well as most of the IPRN Supports + Direct Carrier Billing resellers. Celestatel offers wide range of IPRN numbers worldwide + Credit Cards with various payouts from USD 0.05 up to USD 0.43 and different various payment terms from 7/7 to 30/30. + Online Banking (FPX) channels + E-Wallets 2019–2026”, the global direct carrier billing + Over-The-Counter For more info kindly contact: [email protected] #NETWORK OPERATOR The surge in prominence of mobile gam- platform industry garnered $55.6 million in UK numbers Call centre grade PBX for resellers VoIP, PBX outbound dialler International premium rate numbers PRS/IVR & call handling Payment & number hosting solutions A UK VOICE NETWORK [email protected] ing, a rise in demand for over-the-top (OTT) 2018, and is estimated to generate $172.3 +44 (0)207 058 1000 [email protected] WWW.TELECOM2.NET kwak. „LINKING TELECOMS AND MEDIA THROUGH INTERNATIONAL content and an increase in penetration of million by 2026, growing at a CAGR of PREMIUM RATE SERVICES“ www.kwak-telecom.com e-mail: [email protected] smartphones is driving the growth of the 14.7% from 2019 to 2026. phone: +357 220 223 18 CORE TELECOM #SUPPORT SERVICES #SUPPORT Core Telecom is the UK’s leading provider of UK Numbering solutions. A fully independent network operator since 2005, we offer unprecedented carrier network accessibility across the global direct carrier billing platform market, While, complications related to direct car- globe. With over 35 years of industry experience we can find the right solution for you. t: 0344 504 0000 Seee: [email protected] page 28 w: www.coretelecom.co.uk with research suggesting it will be worth >> 4 More news, views and analysis at www.TelemediaOnline.co.uk 30 More news, views and analysis at www.TelemediaOnline.co.uk kwak. „LINKING TELECOMS AND MEDIA THROUGH INTERNATIONAL PREMIUM RATE SERVICES“ International Premium Numbers. Domestic Premium Numbers. Bulk SMS. Call Center. www.kwak-telecom.com [email protected] +357 220 223 18 „Award Winning Micropayment Provider with global Footprint.“ VALUE ADDED SERVICES Mobile spend << 1 publishers win on mobile, which paints a bright picture for mobile taking over the world. For starters, according to the report, the global mobile industry is set to contribute ¢4.8 trillion to global GDP by 2023. Mobile-focused companies, such as Uber and Alibaba, have a combined IPO valuation of $544 billion, six and a half times higher than companies without a mobile focus. Consumers averaged 3 hours and 40 minutes on mobile in 2019, up 35% since 2017, and downloaded 204 billion apps. Games, finds the study, make bolstering the success of Snap, all app stores projected to top enables brands to efficiently up 72% of all app store spend. Facebook, Google, Twitter, and $100 billion in 2020. Tencent’s engage with and convert our Subscriptions in non-gaming TikTok. Advertisers will pour Honour of Kings, Sony’s Fate/ valuable Gen Z and Millennial apps fuelled growth in spend, more than $240 billion into ad Grand Order, and Activision audience. As a product from 18% share in 2016 to 28% spend in 2020—up 26% from Blizzard’s Candy Crush Saga are marketer, my goal is to verify in 2019. 2019. examples of games that are product-market fit and grow Spend in gaming and non- dominating on mobile. adoption of effective solutions gaming subs is also driving SUBSCRIPTIONS for our customers. App Annie growth even in mature marketi Subscriptions contribute to VIDEO STREAMING and its Intelligence platform such as the US, Japan, South 95% of spend, with three out Video streaming is also heating have been instrumental Korea and the UK. of four top non-gaming apps up, with nearly 25% of Netflix’s throughout this process, from China, meanwhile, remains monetising via subscriptions, iPhone users also using Disney+ initial research all the way to the largest market, making up with video and dating in Q4 2019, the highest overlap launch.” 40% of global spend. categories propelling app store of users among top video spend as adoption of Tinder, streaming apps in the US, FUELLING DIGITAL MOBILE ADVERTISING Tencent Video, iQIYI, and demonstrating consumers pay TRANSFORMATION It has also been a massive year YouTube climbs. for multiple services. “For brands and publishers for mobile advertising, says Meanwhile, global spend on Furthermore, Gen Z is worldwide, mobile is fueling the study. Brands continue to mobile games reached 56% becoming an increasingly digital transformation,” embrace the unprecedented of all game software in 2019. strategic segment to business. adds Theodore Krantz, Chief reach and value of mobile, Spend on mobile games across Mobile is Gen Z’s native Executive Officer of App language. This demographic Annie. “We uniquely surface is highly engaged with apps: both market data and critical they have 60% more sessions advertising insights to optimize per user in the most popular monetization and help our apps when compared to older customers thrive on mobile.” generations. The State of Mobile 2020 “Snapchat continues to examines macro mobile trends; double down on mobile identifies which leading brands experiences that help and publishers across gaming, real friends communicate fintech, retail, social, video, and visually. As our audience has others are winning on mobile; expanded, so have our app’s and shows how businesses capabilities,” says Kathleen can navigate and reach key Gambarelli, Group Product demographics. Product Marketing Manager The analysis and data in for Performance at Snap. “We this report is based off of data continue to develop powerful from App Annie’s Intelligence advertising technology that platform. Driving value added services for voice and mobile 3 BILLING & PAYMENT DCB goes vertical – and global << 1 rier billing ecosystem hinder the market growth, the surge in us- age of subscription based digital content create new opportuni- ties in the market. DCB certainly has come into its own of late. In the UK, a ban on credit card for online gambling is likely to be a fillip for carrier applications, podcast, eBooks, In Europe, the Nordics lead carrier billing solutions by telcos, billing, offering as it does a great health and entertainment appli- the way. With smartphone while the complicated taxation alternative, with built-in spend- cations through app stores. penetration approaching 90%, system makes doing business in ing limits (see page 6). Based on operating system, carrier billing in these countries the region challenging. In an increasingly regulated the android segment held the has a 10-21% market share For this reason, telcos rolled online world, too, DCB has some highest share in the global from digital content payments. out their own offerings, such key advantages. In Europe, direct carrier billing platform In Norway, DCB is the second as Vivo with its Android app where PSD2 and GDPR are now market in 2018, contributing most popular payment method store in Brazil and Claro with its fully in place to regulate pay- to nearly three-fourths of the for digital gaming, while in music streaming service across ments and use of data, DCB of- total share, and is expected to Finland, it has a 16.2% market the entire region. Also, a great fers a quick and easy to use mo- maintain its dominance in terms share in digital gaming transac- potential here is represented by bile payment tool that requires of revenue throughout the fore- tions, according to SuperData gaming and digital content.
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