This supplement is an independent publication from Raconteur Media

July 1 2009 MOBILE MARKETING

ment is due; and, the hot thing right now, mobile applications or “apps”. “Mobile apps are the latest new mo- bile content category,” says Andrew Bud, Pocket power chairman of the Mobile Entertainment Forum, which represents companies Mobile marketing is set for big things, as brands providing entertainment content for mobile phones. “We have had ringtones realise its power to drive engagement and sales, and logos and games and mobile video, says David Murphy but this is the next great content catego- ry and it’s very exciting. We are seeing y whatever metrics you want 10 mobile advertising networks are cur- clear evidence that apps will be a very to use to measure it, mo- rently delivering 20bn page impressions successful content category that appeals B bile is powering ahead as a every month,” he says. “Whatever aspect to customers and generates revenues.” marketing channel. In May, of mobile marketing you look at, there’s For that, the industry has not Nokia, the Internet Advertising Bureau (IAB) a very good story to tell.” Motorola or any of the other traditional and PricewaterhouseCoopers reported players to thank, but the upstart Apple, that the UK mobile advertising market MISUNDERSTOOD whose iPhone and associated App Store, was worth £28.6m in 2008, a 99.2 per One of the problems the sector faces is have revolutionised attitudes towards cent increase on the previous year. The that, like any new channel, it is misun- what a mobile phone is and what you number of people using their phone to derstood. The term, ‘mobile marketing’ can do with it. Apps are, as they sound, access content online is also increasing. is somewhat nebulous, and few outside small applications for a mobile phone, In the UK, the Mobile Data association of the industry really know what it em- intended to divert, amuse, and some- reports that 17.38m people used their braces. For many people, their only ex- times promote. Apps such as games are phone to access the Internet in Decem- perience of interacting with a brand via sold, while branded apps, created by ber 08 compared to 16.7m a year earlier, mobile is probably when they text their brands to engage with customers and while in the US, comScore reported in vote for their favourite X-Factor contest- prospects, are usually given away for free. March that the number of people using ant. Text voting, of course, has suffered John Wade, director of digital strategy at their mobile device to access news and a number of scandals in recent years, digital agency Wunderman, says mobile information on the Internet more than but Edward Boddington, chairman of apps have piqued marketers’ attention doubled between January 2008 and Jan- AIME (The Association for Interactive and made brands think differently about uary 2009. And according to the mobile Media & Entertainment) the trade body mobile’s role in the marketing mix. “In marketing firm, Netsize, the percentage for the premium rate industry, says he’s the past, brands have tended to measure of companies’ digital marketing budget confident the industry can win back the mobile purely in direct response terms, allocated to mobile is set to rise from 18 public’s trust by providing more trans- such as the number of clicks on an ad,” per cent in 2008, to 30 per cent in 2010. parency and customer care. he says. “But we are seeing more open- “Everywhere I look, I see reasons to Text voting aside, however, mobile ness on our clients’ part to consider apps be cheerful,” says Paul Berney, managing marketing covers a whole range of dis- as brand engagement devices and meas- director, Europe, of the Mobile Market- ciplines. Mobile advertising, which us- ure them on slightly softer metrics such ing Association, the body charged with ers see if they browse around the mobile as brand awareness and recall.” promoting mobile as a marketing chan- internet on their phone, probably gets nel globally. Berney concedes that the the most attention, but the sector also ONE BILLION APPS mobile marketing industry is not very includes sales promotion, through text & In just nine months after its launch, good at sharing these success stories, but win campaigns; direct response (all those there were 1 billion downloads from says there are plenty to talk about. 5-digit shortcodes you see on press ads Apple’s App Store, and according to fig- “You can look at the advertising-fund- and billboards; text voting; mobile search; ures from Strategy Analytics, the App Bob Jeffrey, CEO of ad agency JWT worldwide, ed ‘Please call me’ SMS campaign in S. mobile CRM, where companies use the Store captured a 12 per cent volume Africa that generated 22m commercial phone to tell customers their goods have explains why after years on the sidelines, mobile messages a day, or the fact that the top been despatched, or their next appoint- continued on page three marketing’s time may finally have arrived page 3

Appetite for Apps Global force Multichannel mobile Mobile applications are booming, as consumers All around the world, brands are tapping into To make a success of mobile marketing, integrating discover a world of fun and entertainment on the power of mobile to amuse, engage and the mobile activity with what the brand is doing their mobiles. page 6 persuade consumers. page 8 in other channels is key. page 11 propinquity-media mobi targeted, mobile - proximity markeing Mobiventures Limited is the holding organisation for a group of companies operating in the digital communications space, providing both services and platform solutions to a global marketplace. Key solutions include proximity marketing, including but not limited to Bluetooth, as well as SMS marketing, mobile gaming and social networking solutions.

Mobiventures constantly seeks to invest in, acquire and build new businesses within this sector enabling brands to access a full range of innovative products and services.

One of Mobiventures focus companies is Propinquity Media

Propinquity Media is a proximity marketing company that combines various technologies with Bluetooth in order to add value to this underutilised technology and provide static or interactive location based services, information and rich media to mobile phones and devices.

An example of the above is its partnership with Millwall Football Club that has led to the creation of an interactive Bluetooth installation which allows two way communications between the mobile phones of the fans and a network of Bluetooth nodes that covers the total seating area of the stadium. The big screen is used to communicate to fans and the fans will be able to interact with the services via BlueTooth or SMS; this level of interaction is a mobile first and fans will be able to use the services throughout the match. Their interactions will feed into a Millwall loyalty scheme which is part of the service and the Millwall management believes that this will lead to a 10% uplift in the sale of merchandise and associated products.

In addition Millwall will utilise the hardware, software and media planning expertise that Propinquity and Mobiventures offer to create additional revenue streams.

Another example is the partnership with BBC 1xtra’s Rampage Sound a Notting Hill Carnival first. Bluetooth Nodes will be installed within key areas at the carnival at Notting Hill allowing the carnival crowds to download exclusive content directly into their mobile phones. The opportunity exists for organisations such as the Metropolitan Police to utilise this immediate method of communication on issues such as anti-gun and knife crime to the public with the use of media like video.

All of the above are easy to install, involve minimal investment and provide huge returns to the host of the Bluetooth nodes (venues); also with all of the above examples, it is possible to capture the mobile number of the recipient (provided they have opted-in) to be able to provide other offers or to gather more data in the form of feeback from the recipient.

Propinquity Media is always seeking new sponsors and partners for their innovative products across a broad range of venues. So if you would like to find out more please get in touch.

Typical usage scenarios for proximity marketing: t: +44 (0)7830 459770 Restaurants & Cafes / Bars, Nightclubs and Casinos e: [email protected] Cinemas & Theatres / Schools, Colleges, Universiies & skype: propinq.info Student Unions / Exhibiions & Events / Retail Outlets & Shopping Centres / Airports & Train Staions. for Mobiventures call +44 (0)7740 611413 MOBILE MARKETING 3

continued from page one Tim Dunn, head of mobile market- home in front of a PC surfing the inter- a fair usage cap) for a fee of around £5 per ucate people, and I think the operators ing at Mobile Interactive Group, which net, he or she does not worry about the month. Many people, however, don’t real- have done a good job for non-contract share of the mobile applications market provides mobile marketing services for cost of doing so, having paid a monthly ise these plans exist, and so the number of customers, offering internet access for a in 2008, despite a handset penetration of several large clients, including ITV. subscription to their internet service people browsing mobile websites and in- one-off fee of around 50p a day.” only 2 per cent. Since the launch of the Jonathan Bass, managing director of provider. In the mobile world, until rela- teracting with mobile campaigns on their In a sense then, mobile marketing App Store, operators and other handset mobile marketing agency Incentivated, tively recently, things were different. You phones is lower than it could be. But John may still be a work in progress, but ac- makers have launched their own in a bid which counts British Airways and the paid your monthly tariff for talk time Mew, head of mobile at the IAB, believes cording to Incentivated’s Bass, those to emulate Apple’s success. COI among its clients, feels the industry and texts, but any data you downloaded things are moving in the right direction. brands that have been brave enough to is simply not good enough at marketing was charged by the megabyte, which led He says: “There is still a long way to go, try it have found the results very much to THE NEXT LEVEL itself. “There is a lack of understanding to some big bills, and left a lot of people and there is still a massive disparity be- their liking. “When we ran our Bowtime Those working on the marketing coal- of the marketing bit of mobile market- with the perception that accessing the tween the amount of time a user spends promotion for Strongbow, we signed up face have their own views on what needs ing in the industry,” he says. “There are a internet on your phone is very expen- on their phone and the share of media 100,000 people, and we got a 39 per cent to happen now to move the channel to lot of small, tech companies who know a sive, especially since no one knows what spend for mobile advertising, but things response rate to the CRM campaign that the next level and get more brands us- lot about the technology, but not why it a megabyte of data represents. are starting to fall into place.” followed,” he says. “Those kinds of results ing it. “The challenge is getting mobile would be deployed, or what constitutes As evidence Mew points to a 109 per should be enough to make any brand as part of a brand’s integrated thinking a good result. When we hire people, we FLAT RATE DATA cent increase in the number of people marketer sit up and take an interest.” for campaigns nine months down the look for marketing knowledge and ex- The situation today is much better, with on flat rate data tariffs in 2008 over 2007. line; too often it is bolted on as an af- perience; the mobile bit we can teach.” most of the UK’s operators offering flat “109 per cent growth in a year is mas- David Murphy is editor of Mobile terthought so there’s not enough budget The other thorny issue is data, or rath- rate (aka ‘all you can eat’) data tariffs, which sive,” he says. “We would like everyone Marketing Magazine or it sticks out like a sore thumb,” says er the cost of it. When someone sits at offer unlimited internet access (subject to to be on flat rate, but it takes time to ed- www.mobilemarketingmagazine.co.uk

MOBILE MARKETING TOOLS With JWT worldwide CEO, Bob Jeffrey Talking advertising, technology and tie- Mobile advertising Estimated global mobile advertising spend, wearing with worldwide CEO of creative Nothing in the mobile space has Q&A been hyped quite as much as mo- 2008-2014 ($Millions) agency, JWT. By James Silver bile advertising. Presently, the majority of mobile advertising spend “Mobile advertising was tre- (about 75-80%) comes from the mobile content What’s your all time fa- Which city is now the global capital mendously overhyped,” says Mark providers, but within three years we expect the vourite advertisement? of advertising and which are the cit- Slade, managing director of 4th brands’ spend to account for over 50% of total Bob Jeffrey: The Volkswa- ies to watch? Mark Slade Screen Advertising, which sells mo- mobile advertising campaign spend,” says Nick gen ad “Think small”. BJ: In terms of destination and the bile advertising inventory. “It’s quite Lane, chief researcher/writer, mobileSQUARED. (http://adage.com/century/ stimulation that exists here, I’m going unhelpful when you see analysts predicting hundreds campaigns.html) to say New York. Cities to watch would of millions of pounds in the market in a short time.” 5,000 I don’t know how tough you are about be San Paolo, Mumbai and Shanghai. dress codes at JWT, but as a rule should Stefan Bardega, a director of media agency Me- $4.96bn Name the technological invention diaCom, says that clients who have tested mobile 4,000 advertising creatives wear ties? which has had the single biggest im- have become repeat users, so while budgets are BJ: The dress code here is completely pact on advertising? small, they are growing. 3,000 25% yoy casual. But years ago, when creative BJ: I’m going to say TV, because TV was One of the difficulties brands face is that the mar- people were walking around, look- the first mass medium, so it was beyond ket is very fragmented. “It is painful, because there 2,000 ing like slobs, I had a creative partner advertising, it transformed the culture. are around 25 ad serving platforms, and the ad serv- who deliberately wore a tie, white shirt Also TV in my estimation was the sin- ing technology is not as robust as what you get for 1,000 and blue blazer because he was con- gle biggest thing which began to export online advertising,” says Harry Dewhirst, operations vinced that clients were so unaccus- American culture to the rest of the world. director at RingRing Media, which plans and buys 0 tomed to that wardrobe that he had The industry has been predicting mobile ads across all networks on brands’ behalf. 2008 2009 2010 2011 2012 2013 2014 a greater chance of getting edgy work mobile marketing to be The Next Big Yodel Digital also plans and buys mobile media. approved. My view is that [JWT staff] Thing for years now. Any sign that its Chairman Mick Rigby says part of the challenge, and Idle screen search enables the user to search di- should wear whatever they want, but moment is finally here? the fun, of mobile advertising, is that new opportuni- rect from an application on their handset. Nuance, they should err on the side of the un- BJ: I believe that now more than a ties constantly present themselves. the company behind the T9 predictive text entry expected versus the predictable. couple of years ago. I’ve always been a One underused tactic in the UK is text message system has a solution called T9Nav. Tapping out the How has the NY advertising scene big believer in mobile and I’ve always advertising, where some of the 160 characters avail- first few letters on the phone’s keypad returns a list changed from the hard-drinking, thought it was an underleveraged weap- able are given over to a promotional message. Rap- of all matching content. So tapping out ‘932’ (‘wea’ hard-living world of the TV show on in our communications arsenal. But id Mobile Media offers this type of advertising via for example, might bring up a weather application Mad Men? I think the ubiquity and popularity of its ad2text platform, and CEO Jeremy Copp says on the phone, as well as links to online weather re- BJ: I think it’s actually become too serious. the iPhone and the applications that brands are keen to trial the system. sources, and the names of any contacts beginning My view of advertising is that conceptu- exist on that is paving the way for more Russell Buckley, vice president global alliances at with those letters. ally we should be closer to Hollywood specific advertising applications. mobile ad network AdMob, says that mobile advertis- Yahoo also has an idle screen solution, and Charles than Wall Street. When I travel the world When are you clients telling you the ing is popular in English-speaking countries such as Sword, director of monetisation, Yahoo Mobile, Eu- and go to places like India and Brazil, it downturn will be over? the Philippines and Indonesia, among consumers who rope, says the company’s relationships with mobile reminds me of the energy that existed in BJ: Most clients are fairly conservative have no PC, but use their phone to go online. “Procter operators – it provides search services for 70 opera- the business when I first got into it. and are saying the second half of 2010. & Gamble talk about wanting to address the next bil- tors around the world - will be vital in getting its idle What is the one thing no advertising Coach or First-Class? lion consumers, and they won’t find them in the US or screen solution embedded on handsets. man or woman should ever be seen BJ: I’m a pragmatist, I try Europe,” says Buckley. “It’s all about developing mar- without? to fly coach as much as I kets, and smaller pack sizes. To advertise something The best of the rest BJ: I would say some kind of smart- can. But on long-distance like that, mobile is the only game in town.” n฀Bluetooth/Proximity marketing – brands can send phone device... flights, I pretty much fly free content to users’ phones, but must be careful Mac or PC? Business class. I rarely fly Mobile Search not to be perceived as “spamming” them. BJ: I do both! First Class anymore. The mobile search market is made up of made-for-mo- n฀Mobile response – buy a 5-digit shortcode and bile specialists, such as Taptu, and the internet search use it on print adverts to offer an easy response giants. Google’s mobile search offering can rank results mechanism. This report is published in association with: based on how far they are away from the user’s current n฀Mobile sales promotion – Text & win campaigns location – useful if you’re searching for a shop close by. can drive sales.

MOBILE MARKETING

Publisher: Dominic Rodgers Editor: David Murphy For more information about Raconteur Media publications The information contained in this publication has been obtained from Contributors: Michael Dempsey, Nick Huber, Andrew in The Times and The Sunday Times, please contact Freddie sources the proprietors believe to be correct. However, no legal liability can Leslie, Ingrid Lunden, David Murphy, James Silver Ossberg T: 020 7033 2100 E: [email protected] be accepted for any errors. No part of this publication may be reproduced Design: Hervé Boinay W: www.raconteurmedia.co.uk without the prior consent of the Publisher. © RACONTEUR MEDIA 4 MOBILE MARKETING

group, through content which com- bines humour and interest – such as the application which turns the mo- bile into a ‘Fit girl finder’. Keep it relevant, please Mobile marketing evangelists watch the future like hawks. The ‘sleeper’ says Grill, is mobile networking The mindset of both operators and advertisers needs personal space at your peril. Anything and the power of recommendation. unwanted or intrusive is a risk.” Brands need to track what people are to change before mobile marketing can reach its full He says that research shows that saying about them on Twitter – and potential, writes Andrew Leslie while people love receiving content react. Some already do. Irn Bru, the that is relevant or timely, they don’t like lurid orange soft drink, for exam- rands are often slow to He points to the model used by Blyk, it if they feel something is being pushed ple, follows 979 people and has 715 embrace new marketing where users receive £15 a month cred- at them. Even matching content to the followers. The numbers may not be B channels, much to the frus- it in exchange for leaving their phones target group may not be enough. You huge – but sensitivity to huge num- tration of those who cham- open to receiving brand messages, as need to think about what people will bers is something else that will need pion them. But in the mobile marketing one possible way forward. be doing at particular times of day. to change in favour of smaller but loy- world, even the most enthusiastic sup- Mobile operators also need to work A scattergun approach will merely al audiences. The back and forward porters are hyper-aware of the risks that more closely together, says mobile be irritating. That said, according to brand chat on Twitter fulfils another run alongside the opportunities. They consultant Andrew Grill. They are not Walshe, people who search and buy of Grill’s prescriptions – ‘something know that before mobile marketing can maintaining the customer data that digitally have stronger relationships that doesn’t smell like an ad; some- begin to move on from its current hit- advertisers need, he says. They do it in with brands by about 15 per cent, so if thing you refer to every day’. and-miss status and start reaching its Sweden, he adds, but not in the UK. the right approach can be found, there Both Grill and Milliship see the mo- real potential, there needs to be a radi- But the real challenge to making a is likely to be a responsive audience. bile device as metamorphosing into a cal change of mindset on the part of success of mobile marketing lies in the Steve Griffiths, managing director remote control, through which cus- both operators and media buyers. need to think differently about what of iconmobileUK, agrees about the tomers access a raft of different func- The consensus is that operators a brand message is in this medium. If need for relevance. “By putting old tionalities held on the internet. “The need to re-think how they work. Tar- mobile is simply perceived as another models onto mobiles, you are not desktop revolution is slowing,” says iffs based on minutes and texts, with thread in a conventional campaign, it thinking about the value you are pro- Milliship. “In the future the mobile will an added premium for data, need is unlikely to provide a satisfactory re- viding to the customer. Mobiles are have the same power as the laptop.” to move to a service-based model. sult. The key lies in considering afresh inherently personal. You don’t want to “Think of it as everyone sharing in- “They consider the application revo- the nature of the relationship between be spammed with stuff that isn’t rel- formation with the mother- lution a godsend, because they can consumer and brand. Peter Walshe, evant.” He points to the Lynx ship,” says Grill. charge more for it,” says Simon Milli- global account director at market ‘Weapons of mass seduc- ship, managing director, VML Europe. research agency, Millward Brown, tion’ campaign as a “But in the end, operators are just the stresses the importance of recognising good example of pipelines; they need to re-consider the unique nature of the mobile. “It is creating brand af- Lynx: a great where the value lies in the equation.” a very personal device. You invade this finity with a target branded app

PROMOTIONAL FEATURE unparalleled performance on the with the audience, while, at the same road, and will provide real-life thrills time, strengthening brand awareness in to our lucky winner. the gaming audience – a segment that Qualifying to win the Mercedes SL is getting increasingly out of its teens, Introducing iPhone ‘play for real’ games is easy: With every lap completed, more affluent, and largely overlapping players get ranked on a global online with the racing fandom sphere. Upstream, the largest player in the global mobile ies Upstream’s “play for real” philoso- leader-board, available on-line at phy. The game is currently undergo- www.brawngpcontest.com TRY IT YOURSELF interactivity and marketing space, will be introducing ing the approval process to be released The competition among players is Currently undergoing approval, the a genre-changing game for Apple’s iPhone and iPod on Apple’s AppStore. fierce, as a higher ranking translates game will soon be available on Apple’s into more entries into the final draw AppStore for £2,49 (€2,99/$3,99) – so Touch. True to Upstream’s “play for real” philosophy A TEAM OF WINNERS for the Mercedes SL. Players can quali- you can download it yourself soon that mixes casual gaming with real prizes, “Brawn To create the most exciting racing fy until November 1st, after which time and get the thrills of the Brawn GP GP Racing” is the first GP iPhone game and offers a game, one needs not only a great all valid entries will be entered into a Racing experience. development team, but also an in- draw and the winner will be selected. While this may be the first game in world-class racing experience and the opportunity to depth understanding of how real this new genre, it is certainly not the win a real Mercedes SL roadster. racing works. For this reason, Up- THRILLS BEYOND CASUAL last; Upstream is already looking into stream partnered with the Brawn GP GAMING several new titles that will once again Formula One Team, current leaders The game literally puts you into the up the ante with innovative game TAKING MOBILE GAMING TO of the 2009 FIA Formula One World driver’s seat, and the stakes are really concepts, more chances to win, more THE NEXT LEVEL Championship, and Fishlabs, one high. Racing takes a whole new dimen- prizes and more fun! Upstream’s marketing philosophy of the premier iPhone developers, sion when you know that the prize is concentrates on leveraging common, known for some of the best 3D gam- real. Remember that you don’t have to ABOUT UPSTREAM natural but rarely combined human ing titles on the platform. be the best player to win – while skill Upstream (www.upstreamsystems.com) appetites: our love for games, flirting The result is the best Racing game is rewarded with more chances to win, is the leading mobile marketing com- with luck, our attraction to high-value on the iPhone. With 4 original tracks, anyone can be the winner, even after pany in the world with operations in prizes and our inclination for personal combining some of the most challeng- completing a single lap. more than 40 countries. Its list of cus- and entertaining interaction. The “play ing GP track elements, realistic 3D tomers includes some of the largest for real” approach to promotional Brawn GP Racing on the iPhone graphics and life-like GP handling, the IT’S MARKETING! THE BEST OF Mobile Operators in the world such as game design has been doing just that game is a treat for both hardcore Brawn ITS KIND. Vodafone, TIM, Orange, America Mov- using familiar, low-tech interaction teraction, entertainment with brand- GP fans and casual gamers alike. This is not merely a branded piece of il, Telefonica and T-Mobile as well as media such as premium SMS. Signa- consumer connection, smartphone merchandise. The unparalleled expe- blue chip Brands including Nestlé, The ture campaigns such as “100 days 100 gaming is the logical next step. PLAY FOR REAL rience offered by “Brawn GP Racing” Coca-Cola Company, Shell, BSkyB and SLK” for Vodafone Italy have proven Combining gaming with actual A great performance in-game should puts the consumer in the exciting world ESMAS. Upstream has received inter- that Upstream’s mix of gaming, prize prizes, casual thrills with real-world also be awarded in real-life. A brand- of Brawn GP by combining racing with national acclaim for its work including winning and 1-to-1 marketing works competition, is not just a twist in play, new Mercedes SL roadster is the a vivid sense of competition. Emotion- most recently the MAMA 2009 Gold wonders for consumer marketing and but a truly distinct genre of entertain- grand prize for one lucky winner! al engagement of consumers brings Award (Mobile Advertising and Mar- revenue generation. ment. In-game action is extended and While not quite as fast as the Brawn them into Brawn GP’s world and state keting Awards) for ‘best use of mobile in Only recently, with the advent of enriched with thrills beyond casual GP cars, the Mercedes SL provides of mind, helping the brand connect driving revenue and sales’. devices such as the iPhone, did mobile gaming, as players can take their game phones start to offer the potential for to a new level by competing against more engaging gaming experiences. other players for real-world prizes. For a company so versed in mixing Brawn GP Racing will be the first game with prize, promotion with in- such genre-defining title that embod- MOBILE MARKETING 5

large video files that may cost a couple before sending unsolicited market- mobile users from “unwanted com- of dollars in data usage charges,” says ing messages by text or other elec- munications” from marketers. Deloitte, the accounting firm, in a re- tronic communications. The code includes requirements for Privacy rules port on mobile advertising. However, there is an exception to its 700-plus member companies to Mobile campaigns need to comply this rule. This is when someone’s de- make it easy for users to stop receiving with various regulations. In the UK, tails are collected in the course of a sale ads, and for marketers to take reason- mobile marketers must comply with of goods or services, provided market- able steps to keep customer data safe. the Data Protection Act, which re- ing relates only to similar items. More While there is no shortage of reg- quires that information is collected detailed guidance is available from the ulations controlling mobile market- fairly and that people have the right to Information Commissioner’s Office. ing, Jon Nugent, director, at Price- opt out of having their personal data Mobile advertising is also governed waterhouseCoopers, an accounting used for marketing purposes. by the British Code of Advertising, firm, says mobile marketers can More specific legislation includes Sales Promotion and Direct Market- turn compliance with the rules to The Privacy and Electronic Com- ing. In addition, the Mobile Market- their advantage. munications Regulations 2003, ing Association, which represents the “Compliance does not just benefit which state that companies should mobile industry, has a code of con- consumers but will help advertisers obtain the consent of individuals duct for mobile marketing to protect win the trust of the public,” he says.

For mobile TIPS FOR A SUCCESSFUL MOBILE AD CAMPAIGN marketing to work, the consumer must 1. Lead with the marketing ideas when interacting with their favourite brands. be in control, says Don’t let the excitement surrounding mobile mar- 4. Respect the consumer Nick Huber keting and various new mobile technologies blind The customer should always be able to say yes or you to what’s best for your brand. Start with your no to anything they receive on their mobile phone. consumer and ask what are you are trying to do? Communications with the consumer should be How are you trying to reach that consumer? Let that limited to a reasonable number with clear and fre- define the role of mobile advertising. quent directions on how to unsubscribe. he mobile phone is a power- the ads. Privacy means respecting the 2. Keep it simple 5. Integrate mobile into the overall marketing mix ful marketing medium, but user’s right to it, and preference means Choose an application that is easy for the consumer If mobile advertising is treated as an integral part T campaigns can backfire if that campaigns and promotions must to use. Avoid complicated technologies or those of what you do, then you’ll have a better chance of they are seen as intrusive. be relevant to the interests of the user. that very few consumers are using and the need to reaching your goals. Adding a “call to action” (al- Industry best practice says that ad- Size matters too. Experts say that download special software. lowing a customer to call, text or email for more in- vertisers should stick to the “three P’s” mobile marketing ads should be tai- 3. Make it fun, interesting and useful formation about a product) makes ads truly interac- – permission, privacy and preference. lored to the small screen. Consumers want entertainment, fun, and useful fea- tive and measurable. Permission means the mobile phone “Mobile advertising cannot suc- tures, such as free content for their mobile phone, Source: Mobile Marketing Association user choosing to “opt in” and receive ceed if it requires users to download

PROMOTIONAL FEATURE mobile network tariffs do they have? Even if their phone technically allows Measure of success them to access the mobile internet, would they ever try it themselves?” It’s arrived – The year Its supporters say that mobile marketing works, while And the most effective type of mo- its critics say the industry needs to produce the bile marketing? Some of the most im- of Mobile Marketing evidence, says Nick Huber pressive returns on investment have come from simple text messaging, Author – Tim Dunn, Head of Marketing Services, Kershaw says. ccording to Jonathan Mew, stand their mobile habits deeply,” “It’s far, far quicker to text ‘yes’ Mobile Interactive Group head of mobile at the Inter- says Edward Kershaw, vice president to a mobile short code you see in a A net Advertising Bureau, a of mobile media at Nielsen Online, TV commercial than to remember a Mobile marketing should be be posted to Facebook, Bebo successful mobile ad cam- a research company. “What kind of URL for next time you boot up your celebrating its 10th birthday! and MySpace accounts, giving paign can get click-through rates of up phones do they tend to have? What PC,” he says. In the early days, before the the experience real viral reach. to 20 per cent, which is much higher ubiquitous 5-digit shortcode The Home Office, trying to than the low-to-mid single digit rates was invented, we used to run target the notoriously difficult typically achieved by Internet ads. RETURN ON INVESTMENT big on-pack text’n’win cam- 11-16 year old demographic for Calculating the return on invest- paigns by putting four mobile an anti Knife Crime campaign ment of mobile advertising is particu- numbers onto each pack and called ‘It doesn’t have to hap- larly difficult, however, because cus- Despite accounting for only 8% of the worldwide smartphone market the user having to pick one at pen’, launched an application tomers use different mobile networks, share, the iPhone operating system, including iPhone and iPod Touch random to send in their code! called Pocket Beatz, a music and operators have been reluctant to devices, is responsible for 43% of mobile web ads served. An ad served Things have changed mas- studio for your mobile. Filled pool their customer data. is defined as someone viewing a page on which an ad appears on their sively for mobile, and whereas the scope with grime beats, loops and synths, us- This means that advertisers lack phone while browsing the internet or using a mobile application. for our creativity was once 160 charac- ers can compose a sequence of sounds, comprehensive data on customer de- ters, we now have MMS, iPhone and and forward the app to their mates. The mographics, tastes and web brows- Worldwide Smartphone Share Comparison (%) other applications, fast mobile internet, campaign used Bluetooth in cinemas ing habits; data that would help plan virals, video, image recognition and and shopping centres in knife crime n Handset Sales (Gartner) their campaigns and calculate ROI more - We are able to really engage au- hotspots to deliver the right message. n฀Ads served (AdMob) from ads. diences with new technologies. Rimmel have recently taken the lead The mobile industry has promised 50 The range of marketing activities in mobile in cosmetics, having a per- to provide more data. Later this year 52 has broadened. Far beyond simple manent mobile internet site, created to the GSMA, the mobile industry asso- 40 text’n’win, brands now push boundaries capture young women and teenagers 43 ciation, says it will publish an “audited in various fields – experiential, media surfing the mobile web. The site is con- mobile measurement service”, com- 30 36 placement, outdoor and TV activation. stantly updated with new products and prising data on the web browsing hab- At The O2, the mobile operator has users can download promotional videos, its of customers, of the leading mobile 20 created a unique mobile approach to read make-up tips, win free samples, and operators in the UK. Customers in the live experience. A video booth, called sign up to be a Rimmel Ambassador. 17 survey are anonymous. 10 ‘Create’, has been built where users se- There are endless possibilities avail- 12 Operators hope that having better 9 9 lect from a choice of pop videos, dance able to marketers and there has never 8 3 2 2 2 information about their customers will 0 5 1 in front of a blue screen, and then the been a better time to expand and in- help them target ads more effectively. Symbian RIM Windows iPhone Android Palm Other combined video clip of the users su- vest in the channel and go mobile. “If you have a target audience for perimposed with the band is sent to the Integrated mobile and digital com- Source: Gartner/AdMob your product, you need to under- user’s phone as a memento. It can also munications – www.migcan.com 6 MOBILE MARKETING

id Weeks, a product manager for M crosoft UK. “We’re not doing a Goo App Store avalanche on it...The ones at the top of the on Marketplace will be the ones that are most downloaded. There wil Users will increasingly rely on tools to help other ways that we can mone them navigate the ever-expanding world of that are more beneficial.” Integrated mobile and digital communications In-app advertising is also on mobile applications. By Ingrid Lunden rise. First pioneered by mobile vertising firm Admob, the idea i We’ve helped... pple has seen some wild Pam Deziel, VP of Soft- use an app’s download page, or success with mobile apps - ware Product Manage- estate on the app itself, to promot ...Comic Relief raise A which can cover anything ment at Palm, is on fig- other apps. There is still a lot from games and music, uring out how to present room for growth in this mo £7.8 million to productivity tools and social net- this content to people in some 1,500 publishers h via text donations working facilitators - seeing 1 billion a way that’s intuitive to signed up, a downloads from its App Store before navigate and use. the comp for Red Nose Day its first anniversary in July. Some users will be happy has ser Now the rest of the industry is scram- to buy from the list of the 125 mill 2009 bling to capitalize on the hype with apps most popular apps, but it ads wit of their own targeting the substantial doesn’t give much entry to developers Apple’s ap bulk of non-iPhone users worldwide. just breaking in. Now a load of adver- There are already 50,000 apps, and tising and marketing opportunities counting, on the Apple App Store. Palm have opened up to give more apps a leg ... Shelter increase says it is porting some 30,000 apps on up. Among them are the services being to its new WebOS platform (used for run by the apps stores themselves. Get- loyalty and the Pre). Nokia says it’s adding some Jar, for example, which only offers free 500 pieces of content a week currently apps, gives developers the option to retention of to Ovi. The Google Android Market re- advertise in its “new and cool section” ported 5,000 apps a month ago. Mean- of the store for a flat rate, or to pay direct debit donors while, Microsoft is promising apps in on a scale depending on the number the region of tens of thousands for of downloads they receive, similar to Marketplace. And that’s not including Google’s model for online advertising. app stores from RIM/BlackBerry, Get- Google, too, offers an ad-placement Jar, Vodafone, O2’s Litmus project, Sony service for its Android market. Ericsson, and many, many others. Microsoft might be missing a trick It’s no surprise, then, that one of the in this area when it launches. “We’re biggest areas of attention, according to not monetising in that way,” says Dav-

Nokia N97 ... raise Touch me One product is rewriting the rule book for awareness what makes a great portable device, and it of ‘It doesn’t have to starts with a touch screen. By Ingrid Lunden happen’ anti-knife pple’s iPhone has unit sales Big improvements on video, crime campaign in the millions - only a dent processing power and bat- A in the overall world handset tery life are giving the new- market, which according to est iPhone top reviews, and the International Telecommunications the hype that’s surrounded Union, totals over 4bn. But it has nev- Apple’s move into mobile seems ... ertheless impacted the collective psyche not to have abated: the company claims provide seamless com- of mobile users everywhere, who rec- 1 million devices sold in the first three munication on the device build a mobile ognise the iPhone, even if they don’t days of sales. Here are four other touch- through voice, texting, email, and so- own one themselves. screen devices to watch in the market: cial networking, without needing to advertising strategy That influence has also stretched into Samsung Jet. Part of a growing switch applications. the industry itself, and is evidenced in base of devices that are not “smart- Nokia N97. Nokia is still the biggest large part by the number of touch- phones” but based on pared-down handset maker in the market, but it’s screen devices hitting the market this feature phone capabilities. Could managed to lose claim to being the most ...AEG and O2 year from Apple’s competitors. it be that devices like this, at lower exciting one. This is their attempt to “I think touch screens are a logical price points but retaining a wealth right that, with a phone that combines build the progression, especially in the mobile of functionality, will move app touch screen with keyboard, but reviews consumer space,” says Laurence Painell, stores and other mobile data usage so far have been mixed, particularly in world’s Windows Product Manager for Micro- even further into the mass market? the crucial US market. The company is soft, who says we will also be seeing Samsung claims that it had pre-or- now trying to get back into the centre first touch screens on netbooks and other ders of 2 million units for the Jet. of innovation with an Intel partnership, mobile portable devices. “What I HTC Hero. HTC has been the early and of course, its Ovi app store. find [even] from a busi- mover with Android devices, and this Amazon’s Kindle. Not a handset as interactive ness perspective is that is the latest in that line-up. This de- such, but a sign of the other kinds of venue it’s much easier to nav- vice picks up on two key trends: first innovative devices that use the touch- igate using touch. You the Android onslaught. There will be screen interface, link up with wireless feel more productive at least 13 Android-powered devices networks, and allow you to consume from a navigation hitting the market from now until Endless Possibilities... content and communicate while on the perspective.” December, according to IntoMobile. move. Like Apple’s iPhone, the Kindle In June, Apple And second, like the Palm Pre - which has an early mover advantage, but there > Want to learn more? Contact the team on... launched its latest has yet to be given an official release are and will be more devices like this t +44 (0) 207 921 5599 e [email protected] iPhone, the 3GS. date outside the US – the Hero puts a in future from other players, too. And big accent on integration. It claims to some, like Plastic Logic, are focusing on www.migcan.com HTC Hero automatically unify your contacts and making the devices lighter and thinner. MOBILE MARKETING 7

r Mi- Google TOP-SELLING APPS SINCE 2008 the list nes that will be 11. Bejeweled 2, Games, PopCap Games Inc. netise 12. Flick Fishing, Games, Freeverse Inc. 13. TETRIS, Games, Electronic Arts on the 14. iBeer Updated, Entertainment, Hottrix ile ad- 15. Touchgrind, Games, Illusion Labs ea is to 16. Tweetie, Social Networking, atebits or real 17. Koi Pond, Entertainment, The Blimp Pilots omote 18. SCRABBLE, Games, Electronic Arts a lot of 19. MONOPOLY Here & Now: The World Edition, Games, model: Electronic Arts have 10. Ocarina, Music, Smule Source: Distimo, www.distimo.com p, and mpany served The company is looking to extend to An- App Store, games dominate the paid- illion droid Market and other app stores now, for apps space in terms of popularity within and the idea is also being adopted by oth- since launch (see table), but in the last s apps. ers, too, including GetJar, which shares two months, according to Distimo, some of the same backers as AdMob, and other kinds of applications have crept mobile marketing firm Velti. into the top 10: iFitness, Classics (a QR code technology is hampered by slow uptake due to lack of understanding Meanwhile, it appears that book app) and photo-editing soft- the business model for apps ware, ColorSplash. is something of a moving There is bound to be a lot more de- target. While they were large- velopment in terms of what will work ly free at launch, now more best and what will fall by the wayside apps are relying on a charging when future stores get into the swing of model. Research from one app it. “[Most of the] data points are about Can you hear the bells store tracking company, Dis- the number of applications being down- timo, found that more recently, loaded, but this whole ecosystem is still successful apps with a higher price in an early stage. They download it once tag tended to stay higher ranked for but maybe they never use it again. We’re longer, and that there are a decreas- probably still in the very early stage of and whistles? ing number of apps that are free. this application ecosystem,” cautions A raft of new technologies could take the usefulness used data it had on its customers - not What people are willing to down- Florian Seche, VP in charge of Europe just billing address, but also age, relative load is changing, too. Overall, on the at handset maker HTC. of mobiles to a totally new level. Now we just need to interest in fitness, and willingness to get start using them, writes Ingrid Lunden SMS promotions - to send texts to peo- ple within a three-mile radius of a gym, PROMOTIONAL FEATURE he gadget guru in all of us loves The world of marketers may be equally offering them five days of free member- the idea of using your phone disengaged. “I’m not convinced brands ship plus a personal training session. O2 T as a wallet or a scanner: bran- understand all the opportunities that says 7.5 per cent of users responded to dishing your handset instead mobile offers,” says Shaun Gregory, MD the initial texts, 3,200 then visited a club, Mobile Marketing on of fumbling for money and cards, or of O2 Media. He says mobile advertising and 340 of them became members. It holding it up to a little square of scram- technology roughly falls into two catego- plans to do more campaigns in future. bled boxes for instant information, in- ries. The first is “stuff you can do today,” “Over the years, services like LBS have Any Device? stead of all that tedious key-prodding. such as messaging, pictures, video and been overhyped as the holy grail on mo- Every mobile device has its own capabilities and But how close is this to reality? click-to-call. The second is “stuff you bile,” says Gregory. “You need location- Technologies like near-field com- can do tomorrow” like QR codes. “This based technology, but you also need its own specifications. Big screen or small? Images munication (for wallet functionality) is the part that the advertising commu- preferences. The reason Fitness First was or text? Which mobile browser? Reaching out to and QR codes (those squares of boxes) nity doesn’t quite understand,” he says. so successful is because it was targeted may have hit the mainstream in Japan, Of all the technologies that may to those interested in sports and looking consumers through their mobiles raises dozens of where they’re used regularly in maga- get incorporated further into mobile out for themselves. Location-based on questions. Dr Frank Gielen reports zines, billboards and points of sale, services, location-based services may its own doesn’t do much.” but they have been slower in coming be the most ubiquitous today and There are bright spots on the horizon tively. Most importantly, it auto- to the UK and the rest of Europe. perhaps tomorrow. There are many for all these bells and whistles. Nokia, matically optimizes mobile content What’s the holdup? Experts say it’s mapping applications, and a raft of for one, has committed to NFC chips to match the specifications of any a chicken-and-egg conundrum. Peo- information services, that pinpoint in devices in future, and marketers are mobile device. ple in the West simply don’t use their your location and deliver results based becoming more sophisticated in how phones regularly enough as code-scan- on this, using GPS or cell-tower data: they can leverage these technologies TOTAL CONTROL ners or payment devices to make this how well depends on your device and to make mobile campaigns stand out. HOW IT USED TO WORK Siruna’s advanced technology allows second nature. But there is also the is- the app. On a more basic level, opera- “Applications like QR codes and visual In the past, marketeers would cus- developers to exploit the full breadth sue of devices: NFC needs chips built tors have access to data about users search are the first developments of the tomize content for the most popu- of features available on any given into devices; and with visual codes, a that might not be real-time, but is still unique format of mobile,” says Scott lar smart phones on the street. The device from direct calling or texting reader often needs to be downloaded an effective way of incorporating loca- Seaborn, head of mobile for Ogilvy. downside? Several versions would from mobile content to the activation to work with your camera, but it might tion into marketing. “Mobile banner ads, videos, and SMS have to be developed (and main- of built-in GPS receivers, cameras, etc. not work on the next code you encoun- A recent campaign for Fitness First on will grow, but you’ll also see more of tained) from scratch and new ones Updates are also a breeze as modifica- ter because of proprietary issues. the O2 network is a typical example. O2 these other unique formats.” added as new devices were released. tions are automatically propagated in Even worse, there would always be the mobile version. a number of incompatible devices CASE STUDY: THE ART EXHIBITION and subsequent lacunas in the target CLEAR ADVANTAGES audience. Cost-effective mobile development, greater interactivity, broader reach, Consumer brands like Fanta are trying out services well - a spokesperson says there will also be signs A NEW WAY easier maintenance and total peace of like QR codes in selected markets to improve user explaining how the codes work. Further afield, Will What about a fully managed so- mind. Siruna takes care of the techni- engagement, but almost equally, there are non- Hawkins, new business director at digital market- lution that ensures your mobile calities so you can give your creativity commercial applications appearing. This July, a ing agency MMT Digital, reports that in France, a content looks great on any device? full reign. public art project called Street Art Dealer will install series of informational “totem poles” along the D- Well, that solution now has a name: works of art by Tomoko Takahashi, James Powder- Day beaches in Normandy feature QR codes that Siruna. Siruna is a unique platform For more information: ley, and graffiti artist Zeus throughout the centre of take the viewer to a web page from which they can enabling developers to turn web- www.siruna.com Bristol. The organisers, Steal From Work and C6, view short videos on their mobile phones about sites and web applications mobile +44 (0)750 603 9430 will provide QR codes alongside the art for viewers what happened, where they are standing. “It’s very quickly, efficiently and cost effec- [email protected] to interact with and potentially purchase them as good,” he promises. 8 MOBILE MARKETING

Between 2005-07, ads on Indian mo- biles were primarily delivered via SMS, says Tewari. “But it reached the stage where SMS advertising became intru- Emerging sive and obnoxious – people were re- ceiving text messages every two minutes from different advertisers.” So, in came a ‘Do Not Disturb’ facility from the regulators and uninvited messages were reduced. Today, marketing is starting to opportunity shift from text to mobile internet. In Brazil, where only around 15 mil- lion people – just 10 per cent of sub- Mobile marketing is booming in India, where mobile scribers - use their phones to browse the Web, mobile marketing plays a sup- devices rather than computers are the primary means of porting role to mainstream media. accessing the internet. James Silver reports on emerging “We are a very ‘traditional media’- orientated country,” says Leonardo markets and how they may come to influence the West. Xavier, general director of Pontomobi, a Brazilian mobile and digital market- hen mobile advertising they all have a very high standard of liter- ing agency. “We try to use this as an marketplace firm, Ad- acy in English and they all have relatively opportunity to develop more interac- W Mob, was founded in low penetration of fixed-line broadband, tive advertising with traditional chan- 2006, it served about which means they’ve leapfrogged the PC nels, especially press and TV.” 200 million advertisements to mobile generation in favour of mobile.” He cites a promotion for Cadbury users around the world in its first six Buckley adds that with global brands Adams’ product Halls cough-drops for months of business. Today it serves looking for their next billion consumers which Pontomobi designed an interac- over 6 ½ billion ads-per-month, many in developing countries, interest in us- tive campaign in partnership with MTV, of them in developing world nations. ing mobile to reach them is very high. in which the audience were invited to In the firm’s latest set of figures, Indo- Naveen Tewari, founder and CEO send an SMS in return for a “surprise In many developing countries, mobile is the primary form of web access nesia, India and the Philippines are sand- of mobile ad-network mKhoj, which phone call” from the TV show’s host. wiched between the US and the UK as has offices in Mumbai, Bangalore, Sin- “It’s a very simple idea, but we’re show- to boost online mobile use within the bile marketing agency Upstream, which the top five marketplaces for mobile ad- gapore and California, says that as re- ing traditional media planners that they next 3-5 years. In the meantime, he operates in 40 countries, says the trend vertising consumption worldwide – and cently as “a couple of years ago”, only can use mobile as a tool to create more says, SMS will remain the main way is particularly apparent in Africa. there are good reasons for that, explains 2m Indians were surfing the internet interactivity with audiences.” for marketers to engage with consum- “In countries like Tanzania and Russell Buckley, AdMob’s vice-president on mobiles - compared with 35-40m While in percentage terms mobile ers via mobile. Nigeria you see mobile payments of Global Alliances. “What those devel- today. web-browsing remains small – prima- Elsewhere in the developing world, becoming in effect the leading banks oping markets have in common is that “From a marketer’s perspective, you rily due to the country’s high tariffs mobile phones are playing an ever- in terms of attracting small-size cus- the operators in those countries have actually don’t have any other digital – Xavier says initiatives, including a greater role in everyday transactions, tomers in great numbers,” he says. always run very attractively priced fixed medium to reach to a mass audience, government investment programme including ‘high-street’ banking. Marco “They are using their mobile phones rate or effectively-priced data packages, apart from mobile,” he says.” in free wi-fi in public spaces, is certain Veremis, founder and president of mo- to pay directly at supermarkets and

JWT, whose clients include Diageo, the fact that “a device that is with “So it’s the lack of uniformity, and you all the time becomes very com- in the US, at least, no single carrier Johnson & Johnson and Microsoft, recently pelling to advertisers.” covers the entire country. If I take my appointed worldwide digital director David The real “game-changer”, he argues, device and go from here to Kansas, has been the success of Apple’s iPhone. even though this is a T-Mobile device, Eastman to oversee the global agency’s “There is a clear demand from clients the chances are in Kansas I’m going push into digital. In his first interview, he now and the iPhone is responsible for to be roaming with AT&T and their talks ‘personal media’ and tipping points that. In the US, iPhone only has 8 per rules for how they interpret [techni- INTERVIEW cent of the mobile phone market. But cal] information are different. These with James Silver in New York the twist is that 43 per cent of all mo- hurdles are the reasons why it’s taken bile web-browsing, here, is done on so long for personal media to happen. he idea came out of advertis- on a 24/7 basis. Yet, the years passed, iPhones. The iPhone’s operating sys- But now there’s an irresistible urge for ing giant JWT’s branch in San and mobile marketing remained the tem was so immensely usable that ever brands to be in this media space and T Juan, Puerto Rico. Entered Cinderella of advertising platforms, since it arrived, the industry talks in the industry will find a way to make it for last week’s Cannes Lions a nerdish add-on best left to digital terms of ‘before the iPhone’ and ‘after work. So the next thing you’ll see will festival, the campaign for Centennial micro-agencies. However, according the iPhone’.” be greater uniformity of browsers.” Communications, was entitled Phon- to JWT’s incoming worldwide digital Global agencies like JWT, built for Also around the corner will be a estar and is perhaps best described as director, all that is poised to change. ‘traditional’ media campaigns, have way for consumers to make ‘micro- ‘American Idol - on a mobile phone’. Speaking in the company’s swish Lex- come in for flak for being slow to re- payments’ with their mobile phones, 4,000 participants took part in a talent ington Avenue offices in New York – spond to digital, including mobile. says Eastman. “The ability for mo- show in which they sung down their recently fitted with new TV and ani- “JWT isn’t at the forefront of this,” biles to make in-store or in-situation mobile phone lines. Sony BMG then mation studios - David Eastman says says a well-placed observer. However, micro-payments will really change picked 10 finalists, from which the the medium’s moment has come. David Eastman, JWT Eastman, who has only been with the things. These devices will end up re- Puerto Rican public chose a winner – “People have been talking about company for four months, explains placing your credit card – your card using their mobiles. [mobile marketing] being ‘on the point,” Domino Pizza advertising ex- that there were perfectly good histori- details will be stored on its SIM card. While the Phonestar campaign can cusp’ for a very long time indeed, since ecutive Rob Weisberg told a recent cal reasons that mobile, in particular, The micro-payment aspect was what hardly be described as high-tech, the 1998 or 1999,” he says. “But the prom- edition of Business Week magazine. remained sidelined. took so long to crack – in other words, fact that JWT are chalking it up as a ise, back then, was so far ahead of the “Marketers, especially consumer “If I build content for the web, I it cost so much in terms of the soft- success story for mobile marketing technological reality, that it turned brands, have to take mobile seriously have to think about which browsers ware needed and the hardware needed signals that the company is finally the consumer off for quite some time. now. You have to be where your cus- are going to be used to view it. There by the retailer that for anything less getting serious about the medium as Now the technology for what more tomer works, lives and plays.” are only four or five browsers and than £10 it was never worth it. Now, an advertising platform. Indeed, the and more people refer to as ‘person- But why is ‘personal media’ sud- you have to test your content through it’s at the point where it’s ubiquitous agency are currently working on an- al media’ is beyond where everyone denly on the radar of advertising those, as well as the latest and earlier and very cheap. other mobile campaign for an “iconic” thought it was going to be and the mega-agencies and big-name brands? versions. From a mobile perspective, “Ten years ago people used to talk New York brand, although they won’t marketing department of every client Eastman replies that a number of there are about 17 browsers, but each in wistful terms about your phone be- reveal the client’s name. that we have is asking ‘And what can important factors have converged handset works with them in a different ing a ‘digital wallet’. I’m not For more than a decade, mobile had we do over mobile?’” to create “a tipping point”. Among way. So if a client came to us and said sure anyone really believed routinely been predicted to be the in- And don’t just take Eastman’s word them, he cites vastly-improved tech- I want to develop a mobile campaign, it back then, but now we dustry’s ‘new frontier’ - a brave new for it. Leading marketers in the US re- nology, what he calls the “real-time- we’d have to do about 600 or 700 tests. do. That’s why there’s more world in which brands and the latest tail sector are starting to say the same ness” of the medium, typified by the And that situation only gets worse the potential with these devices technology interacted with consumers thing too. “We’ve reached a tipping popularity of social-networking and more phones there are. than with anything else.” MOBILE MARKETING 9

A GLOBAL PERSPECTIVE What we can learn Countries in emerging markets figure prominently in mobile adver- tising network AdMob’s list of the top 10 countries for mobile ad requests. AdMob’s Russell Buckley says the mobile web is popular in from Japan English-speaking countries where consumers typically do not own a PC, but can access the internet on their phone, thanks to competi- tively-priced, “flat-rate” data tariffs. Once considered the spiritual home of mobile Ad Requests by Geography - April 2009 communications, Japan is being caught up by the West thanks to the iPhone and other ‘smart’ devices, Country Requests % of Requests %Share Change United States 3,538,714,000 47.0% -0.5% reports James Silver Indonesia 813,863,841 10.8% 1.6% India 447,079,855 5.9% -1.7% n April 2008, JWT’s global chief, Philippines 298,303,054 4.0% 0.1% Bob Jeffrey, gathered top staff for a United Kingdom 254,014,870 3.4% 0.5% “big meeting” on Rolex - one of the Canada 168,366,971 2.2% 0.4% I firm’s many household-name clients South Africa 125,325,923 1.7% 0.1% – in which his agency unveiled its latest Saudi Arabia 99,635,571 1.3% -0.1% creative work from around the world to France 94,083,136 1.2% 0.3% the luxury watches brand’s bosses. Mexico 93,927,678 1.2% 0.4% In an effort to convince their client of Other (1) (2) 1 601 958 002 21.3% the growing importance of digital - pre- Total 7,535,272,901 100.0% vious Rolex campaigns had tended to be print-orientated - he took a snap decision Region Requests % of Requests %Share Change to fly JWT’s creative director from Japan North America 3,707,273,534 49.2% -0.1% into New York City. “He came into the Gadgets: big in Japan Asia 2,206,105,880 29.3% -0.3% meeting with his cell-phone and showed Western Europe 645,994,709 8.6% 1.0% the CEO of Rolex all the different appli- handsets, which are pretty basic in their phone bills become, in effect, Africa 376,774,577 5.0% -0.7% cations on it and how we could take our terms of their capabilities.” their bank account.” Latin America 235,319,029 3.1% 0.3% Rolex ideas and make them work online Similarly, marketing messages on In Serbia and Turkey, he adds, consum- Eastern Europe 142,650,560 1.9% -0.3% and on mobile,” recalls Jeffrey. Japanese mobiles currently mostly ers are using their mobile phones to buy Oceania 85,541,331 1.1% 0.1% The JWT CEO recounts this anec- consist of standard advertisements tickets for the national lottery. It’s within Other (2) 135,613,281 1.8% dote to illustrate the technical cutting- for device ring-tones, wallpaper and such non-traditional areas – niches like Total 7,535,272,901 100.0% edge and unique ‘emotional’ role mo- downloadable games, as well as ban- everyday shopping and lottery-participa- (1) Other includes 50 countries having more than 10 million requests. (2) Other includes unclassified requests where bile devices play in Japanese culture. ner recruitment and e-commerce ads tion - that the “leapfrog” mobile markets the country of origin could not be determined. Targeted ads were not shown to these requests. “[In the Rolex meeting], I was try- for consumer goods, he says. of the developing world look set to influ- ing to demonstrate how Japan is really Meanwhile, the big global brands have Source: AdMob ence innovations in the West. ahead of everyone else and we should so far steered clear of the platform alto- take our cues from that,” he says. “I see gether. Does Lagerling see that changing Japan, from my standpoint of running anytime soon – particularly as take-up Over the past twelve months, Gard- a global network, as an inspiration for of iPhone is thought to be rocketing – ner says he has noted ever-growing in- what is possible on the mobile device.” with estimates of between 700,000 and Nobody’s fools terest from clients about running cam- The origins of mobile marketing in Ja- 800,000 units sold in Japan to date? paigns on mobile devices. “It’s getting pan can be traced back to February 1999, “In the US we only really saw spending From recipe tips to roosters on web-cams, many to be a pre-requisite and brands are when telecoms giant NTT DoCoMo, on mobile phone campaigns by top tier realising that it is a very cost-effective which currently has 54 million custom- advertisers after the arrival of the iPhone branded ‘apps’ on mobile phones are designed by platform for reaching people,” he says. ers, making it the country’s biggest pro- and the early Android handsets and I boutique digital agencies, like Stockholm, Amsterdam In five years time mobile marketing vider of “mobile voice, data and multi- see that trend coming in Japan too,” he will be “massive”, he adds, particularly media services”, launched ‘i-mode’. replies. “I expect we’ll see a whole new and New York City-based Perfect Fools. James Silver when richer delivery ‘Flash’-style plat- Although the i-mode platform ini- breed of advertiser who hasn’t spend meets the firm’s CEO, Patrick Gardner forms arrive and smartphones allow tially consisted of – according to one much time on mobile, now willing to opted-in users to receive location- analyst - “quite primitive micro-sites”, leverage mobile as a platform.” ecking away at a keyboard in Gardner. “The idea is that if you’re living based advertising – say, coupons for and had just 1 million customers Another trend analysts expect to his Broadway office in Man- the Pacifico lifestyle, it’s more relaxed so discounts in stores. “There are so post-launch, by March 2001 its base see in Japan is increased use of mobile P hattan’s Midtown, Patrick you can set him on your phone as your many possibilities with these [devic- had boomed to 20 million. phones as payment devices. “Many Gardner is downloading ‘live’ alarm clock and wake up to the sound of es],” he says, waving his own iPhone Indeed, the sector as a whole has small purchases for sodas, food, lottery pictures of Claudio, a rather magnifi- the rooster. By running this [campaign] about. “We haven’t even begun to ex- grown exponentially since i-mode’s tickets, cigarettes, those sorts of things cent Mexican rooster. “Those are his on iPhone, which so many people are us- ploit the tip of the iceberg.” launch. Today, the mobile advertis- are already done with phones,” explains hens right there,” he explains, as the ing nowadays, we’re reaching our target ing market in Japan is estimated to Christian Lindholm, director and part- somewhat fuzzy images of poultry audience of young, early-adopters. The be worth $1.2bn – approximately five ner of digital services agency Fjord. strutting and feeding appear on his campaign has also shown up in an array times the size of the US market. “When you can establish a connection laptop screen. “And Claudio’s the white of online blogs and sites, so the viral ef- However, while the Japanese were between the buyer and the brand, then one, hiding in the background.” fect has been strong too.” undoubtedly the pioneers in mobile that creates a mobile marketing oppor- Claudio is not just any old rooster. Perfect Fools, which launched in communications, the market-trans- tunity, [allowing] the customer to opt-in As the star of an advertising campaign 2002, saw a similar impact with a forming success of the iPhone - and to different schemes offering discounts. “celebrating the chilled out lifestyle of recent mobile-platform campaign the anticipation surrounding Google’s “Marketing was traditionally a one- Mexico”, for the Mexican beer brand Pa- for gaming company Unibet, which Android, which has yet to launch in Ja- way type of communication – that will cifico, he’s a rooster with an entourage ran during the French Open tennis pan – has recently seen the West streak increasingly turn into a dialogue,” he and, who knows, maybe even an agent. tournament. The interactive brand- ahead in terms of design, capability continues. “Commerce will go mobile A co-production between Perfect Fools building application enabled its au- and overall web-browsing experience. and transactions will become more and Seattle-based agency Creature, the dience to use their phones to place “Not very much advertising is being personalised. That will be some sort iPhone-only application allows users bets in ‘real time’, chat with others done on smartphones in Japan at the of revolution before our eyes.” to download a “Pacifico Alarm Clock” about what was happening on court moment because smartphones as a So what does Lindholm think the - featuring Claudio crowing - as well and get all the latest tournament news. segment of the market are small - sort UK and Western Europe’s mobile as a ‘live’ stream of his life, from a Web- “In Europe it was the second most of a sub-set,” explains Japan-based marketing industries can learn from cam feed trained on his coop in “a dusty downloaded sports application dur- John Lagerling, vice president of mo- Japan’s experience? backyard” in Cuernavaca, a resort town ing the period it was running,” he bile advertising marketplace firm, Ad- He ponders this for a moment. “Many outside Mexico City. says. “And the format could mob, and a former Google executive. experts in the mobile industry now call “He lives in a cage, hosted by a Swedish be used over and over “If you look at total marketing- Japan ‘Mobile Galapagos’ – interesting non-farmer, who’s been feeling his way again for different spend [on mobile] here now, it’s near- to study, but it’s evolved in such unique and blogging about his experiences,” says sporting events.” ly all done on traditional mass-market ways it is difficult to copy.” 10 MOBILE MARKETING

With voice and text revenues declining, MOBILE INTERNET USER INCREASE mobile advertising offers operators a lifeline, says Nick Huber After a slight dip in 2007, the number of people using their mobile phone to access the internet in the UK grew steadily during 2008, and has increased more rapidly in 2009. In the US, mobile users are taking to the web with enthusiasm. The number of people ac- cessing the web from their phone has increased by 47 per cent over the last two years.

Number of people accessing the web on their mobile (Millions) n UK n฀US

70 75.57M

67.38M 60 63.58M 57.20M 50 51.25M 40

30 Towards an ad-funded future 20 10 15.02M 12.06M 11.99M 12.82M 13.49M

0 obile operators are hav- vertising medium. Mobile operators In the UK, the mobile advertising April 07 October 07 April 08 October 08 April 09 ing a tough year. After are hoping to cash in. They are offer- market is small but growing fast. In Source: comScore M a decade of rapid ex- ing customers flat-rate web access data 2008 the market was worth £28.6m, pansion, growth rates services, free calls over the internet, and but grew by nearly 100 per cent over are faltering and Western markets are free access to popular networking sites the year, according to research by the Jeremy Makin, international devel- mobile customers. The idea is to turn already saturated. Most customers al- such as Facebook, Bebo and MySpace. Internet Advertising Bureau and ac- opment manager for Vodafone mar- customers into “fans”, he says. ready have phones, and revenues from Smartphones like Apple’s fashion- counting firm, PricewaterhouseCoop- keting solutions, says mobile adver- Gregory’s former employer, Blyk, is traditional services – voice and text – able iPhone, and its App Store, have ers. Across Europe, the Middle East tising is “strategically significant” but considered one of the most pioneer- appear to be in long-term decline. also fuelled demand for the mobile and Africa, advertising sent to mobile admits that revenues “have perhaps ing of ad-funded mobile services. The But amidst the gloom, there has web and also mobile advertising. phones jumped more than 55 per cent not reached what we originally ex- virtual mobile network lets its 200,000 been a recent surge in the number of Experts say that Vodafone and Orange in the same year to $1.1bn. pected as quickly as we expected.” customers have free calls and texts in people accessing the Internet through are the most active in mobile advertis- Some experts have claimed mobile But growth is picking up; Makin says return for receiving ads on their mo- their mobile phone. In the first quar- ing. Both have large web portals, which operators have been slow to the wake-up that revenue growth from mobile adver- bile phone. ter of 2009, almost 9m Britons used are accessed via a mobile phone and en- to the potential of mobile advertising. tising is in the “double digits and nearly Brands advertising on the service, their phone to access the internet or tertainment, news and advertising. Most mobile operators only intro- triple digits” across the company. which is targeted at 16-24 year olds, used an instant messaging application “Orange and Vodafone haven’t given duced flat daily rates for mobile web He predicts that mobile marketing include Yell, the directories company, on their mobile within the previous up on the idea of becoming a media access in 2007, according to Brad Rees, will become more closely integrated Penguin, the publisher, and Calvin 30 days, according to Nielsen Online, company on top of traditional telecom Chief Executive Officer of Mediacells, into companies’ marketing campaigns. Klein, the fashion label. a research company. operations,” says Julian Theys, an analyst a research company specialising in the Other operators are also optimistic Other operators hope to learn Advertisers are beginning to take specialising in mobile media at Screen mobile handset market. Before then, about prospects for mobile advertising. from the experience of internet ad- the mobile phone seriously as an ad- Digest, a media research company. charges were based on the amount O2, the mobile operator which has vertising to help them grow mobile of web data used – a price per mega- the exclusive handset contract for Ap- ad revenues. byte – leaving many customers with a ple’s iPhone in the UK, has created “We are trying to take the internet nasty shock when opening their first a new division called O2 Media. O2 ethos to the mobile advertising mar- monthly bill. Media’s managing director, Shaun ketplace and offer customers com- “It really was the mobile equivalent of Gregory, says: “I think mobile adver- pelling content, while at the same binge drinking tequila,” says Rees. “Once tising has arrived and operators will time providing brands with the op- you are bitten by the mescal bug you lead the way.” portunity to reach as many relevant never want to drink tequila again.” O2 Media’s strategy, says Gregory, is eyeballs as possible,” says Neil An- Mobile operators are cautiously op- to link brands and advertisers in order drews, head of Mobile Advertising at timistic about mobile advertising. to provide useful and fun services for mobile operator, 3.

5 MOBILE MARKETING TRAILBLAZERS

Orange Wednesdays Ad-funded calls and texts Perhaps the best-known mobile marketing campaign, In return for receiving adverts on their mobiles, Blyk Orange Wednesdays offers two-for-one cinema tick- customers get free texts and calls. ets to all Orange mobile and broadband customers. Free “reverse call” texts Customers text ‘FILM’ to 241, or call the number, and Vodafone pre-pay customers in South Africa who are are sent an electronic coupon, which is redeemed at a running low on credit can send a free message over participating cinema. A marketing campaign to publi- the network, asking the recipient to call them back. cise the offer featuring the Wicked Witch of the West According to Vodafone, 22m of these messages are from the Wizard of Oz with her friend Vicky, has been sent each day. The service is also available in Spain, running across cinema, TV, radio, press and posters. Egypt, and the Czech Republic Free Web calls Location, location, location In 2007, 3 launched the UK’s first mobile handset to Virgin Media customers can find and book cin- enable free calls over the internet. The phone, de- ema tickets or a table at a restaurant through a veloped in partnership with Skype – the voice over mobile internet portal offering location-based internet protocol (VoIP) technology supplier – lets information. The service, called RoundU, is free, customers make free calls to other Skype customers. and includes listings information from sources The phone can also be used to make normal calls including toptable, Itchy guides and Thomson and to access 3’s internet services. business listings. MOBILE MARKETING 11

ers to take up cinema seats for quiet mid-week viewings, this programme benefits from the conventional hype around film releases and obviously hit Integrated approach on a latent public demand. The idea of communication be- Integrating various channels to make the most of a single marketing campaign tween a brand and the public has witnessed some outlandish activity. is never simple, but it is a challenge that has to be faced in an economic climate When marketing group Your Opin- where consumers are feeling the pinch, writes Michael Dempsey ion Counts (YOC) launched in Berlin, public attention was captured via a text exchange. A Porsche was suspend- ne business that knows Townsend thinks the iPhone marks a include free digital downloads from ed from a crane with people invited to all about moving tradi- big opportunity for mobile market- the adverts via wi-fi connections, or text in and vote on the vehicle’s fate. O tional advertising onto ing. “Mobile was the poor relation in games that allow them to interact with Should it be lowered to the ground new media is CBS Out- the marketing mix, but with the arriv- other players in the vicinity right up gently or just dropped? The inevitable door. This is the company that owns al of the iPhone you can do so much there on a public screen. childish but predictable desire to wit- poster sites at key locations around more.” Gizmos and gadgets are only At telecoms group Orange, head ness an expensive machine smashed to London and has transformed the part of the answer, and Clusta looked of mobile advertising Steve Ricketts earth won over, wrecking a sports car London Underground with a series hard at the behaviour of consumers thinks that 5-digit shortcodes mark but confirming YOC’s ability to judge of giant video screens in place of the in the Westfield location. “People will a shift in marketing relations. Short- what fascinates the public. familiar paper and paste adverts that want to interact with digital displays codes link straight through from a YOC is employed by brands like once dominated the tube system. The there because they spend time wait- mobile to a website or call centre and Mobile: an interactive medium Coca-Cola, Nike and Samsung, in- newly-opened Westfield shopping ing for partners or family members to hence represent a very significant tegrating their digital campaigns centre in West London hosts CBS emerge from shops.” This ‘dwell time’ single point of contact. “Mobile can substance of the brand and the deal with traditional media. This can in- Outdoor’s digital advertising screens as marketers refer to waiting around, stand alone or it can be used to open that is on offer. volve planting shortcodes in print and now it’s looking at extending the is a window of opportunity for CBS up a conversation between the con- Orange has partnered with Italian and TV adverts to elicit consumer reach of these screens via the iPhones Outdoor to engage with its audience sumer and a brand. When you use a mobile marketing giant Buongiorno responses. One recent campaign for of Westfield’s visitors. CBS Outdoor via software written by Clusta. shortcode within an advert you seem to produce the two for the price of one Kraft foods drew 450,000 responses is working with digital agency Clusta Nicky Cheshire, director of CBS to get more responses.” discount coupons at the heart of its via online and traditional adverts, to allow iPhone users in Westfield to Outdoor’s digital division, talks of Orange’s own research among UK Orange Wednesdays scheme, original- with 80,000 of those replies register- interact with its giant digital advertis- capitalising on the enthusiasm that mobile users indicates that mobile ly devised by mobile marketing firm ing their details to be used in further ing screens. has met the giant digital advertising media is viewed as more personal than Flytxt, whose agency business Buon- permission-based marketing. This Russell Townsend set up Clusta as screens. “The public wants a greater other established channels. The speed giorno acquired in 2007. This is the campaign also led to 500,000 product a design agency in Birmingham 12 dialogue with adverts and Westfield at which a mobile user can connect to world’s largest mobile voucher cam- samples being distributed among the years ago. Since then Clusta has ex- gives us a venue where we can experi- a brand via a shortcode means that a paign outside of Japan and is credited consumer community YOC had cre- panded to open offices in London ment using the Clusta software.” Op- very personal connection is possible. with delivering three million extra ated. Campaigns that integrate the and Los Angeles, and digital design tions available to Westfield visitors But whether the relationship thrives visits to UK cinemas every week. As a mobile phone with established mar- has come to dominate its portfolio. who’ve got an iPhone to hand may or withers still relies entirely on the simple deal that encourages consum- keting channels are here to stay.

Adfortel is provider of the patented VoiceAds Engine. An opt-in platform for advertisers and mobile operators which enables a new and innovative way of mobile advertising.

Targeted at the caller Advertisers VoiceAds Engine position The primary function of the Advertisers are nowdays confronted with the following 1. VoiceAds VoiceAds Engine is the re- marketconditions: 2. SMS placement of the standard 3. Voicemail • Declining acceptance of traditional media waiting tone (…toot…toot…) by notification • Declining effectiveness of traditional media 4. Missed call a VoiceAd. This happens dur- notification • Budget shift to ‘New Media’ (internet & mobile) ing the period that the call is 5. Prepaid notification being ‘built up’. The caller will hear New mobile channel number of customers 6. mobile internet the telephone ringing ‘at the other The VoiceAds Engine gives advertisers a new way of end’ and, at the same time, will mobile advertising, with an enormous potential reach listen to a VoiceAd. During this pe- and high effectiveness: the target group will always 7. gaming riod of time, the VoiceAds Engine 8. mobile TV hear your advert. This new media channel is highly will ensure that VoiceAds targeted at 9. video calling effective: VoiceAds are always heard by the target 10. MMS the proile of the caller are played, with group before the call begins. Because of focused a maximum length of 10-15 seconds. usage per customer targeting on only the target group(s), there is no The average waiting time is 15 seconds, waste and every advertising euro is spent on the Integration therefore, the VoiceAds can be heard in target group(s). To implement the VoiceAds Engine, connection to their entirety. the mobile network of the operator is required. The VoiceAds Engine will be placed in the network and will Operators Profiling be driven by our VoiceAds Campaign Manager. Existing In today’s telecom market – where rates are under The most important goal is to ensure that the campaign planning systems can be integrated with our pressure – increasingly more operators are introducing right target group is reached at the right time. For VoiceAds Engine. so-called adfunded services. By using Adfortel’s VoiceAds that reason, VoiceAds have to be relevant, par- ticularly within the personal environment of the Engine operators are offered the following beneits: About Adfortel caller: the mobile phone. On the basis of a selection • A handset independent solution Adfortel was established in May 2007 and is both a of details, which are acquired during the registration • Low investment in technology, high ROI technology provider and full service provider. For more process, the proile of the caller can be established. • A higher ARPU by media sales revenue information go to www.adfortel.com.

ADVERTISING FOR TELEPHONY | ADFORTEL B.V. | Beukelsdijk 107 | 3021 AE Rotterdam | The Netherlands | t: +31(0)10 478 29 29 | www.adfortel.com | [email protected] 12 MOBILE MARKETING

implement a complex mobile CRM project in well under eight weeks. Basic schemes to Mobile money-off redeem and monitor discount vouchers are a far less challenging proposition. Mobile CRM can be executed within Customer Relationship Management (CRM) is a much-abused days, says Hugh Cockwill Chief Operating Officer at Mobilize, which produces soft- term. Michael Dempsey looks at what it means in the world ware allowing retailers to redeem mobile of mobile marketing coupons. “There is a lot in the press about ‘pay by mobile’ but I think loyalty is where RM grew out of the first generation of website. Bar staff entered the mobile voucher mobile will score. We can set a campaign large call centres where agents were ex- number via Commidea terminals and drink- up at really short notice and give retailers C pected to personalise conversations with ers received a free bottle of Coors Light. The the ability to read campaign redemption customers using information about pre- software that authenticated these vouch- information very quickly after the initia- vious calls that popped up on the agents’ computer ers came from Eagle Eye Solutions, where tion of the campaign.” screen. In theory, this conversation would create a director Steve Rothwell enthuses about The potential for enhanced customer space the call centre agent could use to cross-sell oth- voucher redemption rates of 10 per cent on loyalty and closer consumer relation- er products. However CRM was seized on by the IT many campaigns. Occasionally he has seen ships that mobile offers is huge. But eve- industry as an excuse to sell elaborate software pack- a mobile voucher push redemption rates ry mobile marketing campaign should ages to corporate clients. In the ensuing sales frenzy, as high as 30 per cent, and he claims that remain cautious about content. One CASE STUDY the meaning of CRM became stretched to cover just ease of use is the secret of this success. business that studies every con- about anything a software salesman thought a busi- “The holy grail of mobile vouch- ceivable type of CRM project is ness might need. But the mobile phone has given ers is authentication and redemp- Unica, a US software house that Pharmaceuticals giant CRM the chance to get back to its roots, cementing a tion at the point of sale.” Rothwell specialises in pulling marketing bond of loyalty between a brand and its consumers. notes that keying in a simple campaigns together by assessing GlaxoSmithKline Money-off vouchers and coupons are a well-es- number is more reliable than at- the data they have captured. The has seized on the tablished way of trying to bind customers to repeat tempting to scan information objective is to provide the client potential of mobile purchases, while gathering basic information on the off a phone’s screen and doesn’t with a consistent marketing product’s consumers. But reaching for the scissors and interfere with the work of hard- profile across different media. messaging to cutting out vouchers is an inelegant process. People pressed counter staff in a hectic Elana Anderson, Unica’s vice prompt patients forget to carry the voucher with them, processing the environment such as a bar at Christ- president for product market- information backward to the brand is troublesome mas. Tracking the redemption rate ing maintains that mobile mar- to make medical for the small retailer, and overall redemption rates are instantly via an online connection keting only really adds to the appointments says low. Flashing an electronic voucher straight to a mobile gives the vendor an immediate mix when people remember phone and then giving the retailer the ability to redeem snapshot of just how each cam- how it differs from posters and Michael Dempsey the voucher while simultaneously transmitting custom- paign is progressing. The lifespan print campaigns. “The impor- er data makes the whole process a lot more appealing of the electronic vouchers can be tant thing is to remember that Some vaccinations, such as and starts to provide businesses with genuine CRM. expanded or contracted depending text is a very personal channel, GSK’s ground-breaking anti- Commidea is a payments systems business whose on the success of the scheme. people get annoyed if you just cervical cancer preparation chip and PIN products authenticate mobile vouchers. If this flexibility is one attractive blast out material.” Winning Cervarix, need to be taken in This eliminates a huge handicap thrown up by the tra- facet of mobile CRM then short mobile CRM initiatives still stages at carefully arranged in- ditional paper vouchers, says Ian Rutland, marketing lead-times is definitely another big need to start with the right idea, tervals in order for the drug to director at Commidea. “The beauty of mobile vouch- plus. Traditional CRM efforts have but the rapid pace of roll-out be effective. ers is their flexibility. You can make them single use, often assumed the mantle of Na- means that smart operators will GSK has linked the dispensing or as create them as a viral marketing initiative that poleonic campaigns, with strategy know when they’ve got it right of Cervarix to an SMS broadcast consumers can text onwards to their friends.” and support weighing heavily on very quickly indeed. service that patients can opt-in This flexibility was seen in action at bars in the the minds of planners. Research to. The service uses software Pitcher & Piano chain during the Christmas of 2008. conducted for Blackberry maker Mobile vouchers went from mobile marketing com- Coors Light beer was promoted through mobile phone Research In Motion (RIM) in- down well with Coors pany Incentivated to manage vouchers that drinkers requested from the Coors dicates that many companies can Light drinkers registrations and to send out reminders to arrange second and third vaccinations. These PROMOTIONAL FEATURE have to be tailored to each indi- vidual prescription, with the first mation; or a fully click-enabled cam- reminder sent 21 days after the Mobile marketing – it’s easier to paign – allowing anyone to use their initial jab, and the next reminder mobile phone camera to ‘snap’ your arriving 144 days later. logo, poster advert or even TV ad to The SMS broadcasts are fol- get started than you might think receive more information about your lowed up by a final message company, products and offers straight asking patients to confirm With everyone talking about Mobile So how do you get started? At the ious fashion brand Amanda Wakeley to the palm of their hand. they’ve taken all three shots Marketing as the greatest thing since heart of all mobile marketing is the – 70 per cent of all sales were directly Mobile marketing allows you to in- and to contact their doctor if sliced bread, it can appear quite a fact that it must provide value to the attributed to the EMP created mobile teract directly with your audience, the they have failed to make the daunting prospect to add the disci- consumer to trigger interaction. To marketing campaign. benefits are enormous. You need to do appointments. Running across pline to your marketing mix. do that the marketing must be tar- One of the greatest benefits of mobile it, do it right, but do it now. the UK, Germany, Denmark Yet it doesn’t have to be that way geted and engaging. If you get that marketing is the fact there is something and Greece, this campaign and in fact any company that employs balance right then you can achieve for everyone. The variety of available For more information on how took Incentivated and GSK print advertising or has visible logos excellent results. campaigns means that you will be able to run an outstanding mobile just five days to set up. (e.g. retail outlets), poster ads or even At EMP we provide strategic advice, to find a solution that fits your brand, marketing campaign contact EMP Robert Thurner, commer- TV advertising can use Mobile Mar- creative expertise, as well as industry- matches your audience’s desires and on [email protected] or cial director at Incentivated, keting to reach consumers, allowing leading technology, to help you create works within your budget... and create 0780 3594697 / 0759 5154753 attributes this rapid set-up to them to engage with your brand when and deliver long-term strategy and more accurate metrics than any other or visit www.empuk.net the software-based environ- they choose to do so and providing campaigns that will excite your target form of marketing. Adrian Clarke, CEO of EMP ment of mobile marketing you with immediate response. audience, creating a stronger emo- It could be a simple, well targeted that allows projects to move You are probably finding it harder tional attachment to your brand, as SMS campaign – sending a text mes- forward at a pace that would and harder to efficiently reach your tar- well as having a positive effect on your sage with a specific offer, notice or be unthinkable using conven- get audiences using traditional media. bottom line. piece of information to an audience tional media. The matching of While at the same time a demographic Our experience in this sector, gar- that opted in to receive such infor- mobile technology with a vital shift has occurred that now sees an entire nered while working with brands such health education role by an generation rely on their mobile phones as American Express, Microsoft, SKY, organisation of GSK’s stature for all forms of entertainment, research Nike and many SMEs, means that we marks the acceptance of mo- and comparison. Mobile marketing has know how to create effective and prof- bile marketing techniques as now become essential for almost any itable campaigns – as proved by the mature, tried and trusted. consumer brand – including yours. recent success we had with the prestig- MOBILE MARKETING 13

PROMOTIONAL FEATURE net mobile AG – Delivering Mobile Media Services to Brands, Agencies and Network Operators right across Europe net mobile AG is the leading provider of interactive mobile media applications (Switzerland), Universal Pictures (UK 4 (UK), Bauer Radio (UK), Global & USA), Sony Pictures (USA), Play- Radio (UK), UBS (Switzerland), RTL and value-added services to broadcasters, publishers, production companies and boy (UK) and many more. II (Germany), T-Online (Austria), mobile network operators across Europe. Warner Music (Germany), BBDO MOBILE APPLICATION (Germany) and many more. he company is behind many over the management and hosting of DEVELOPMENT of the biggest digital agencies the entire mobile portal for Swiss op- We have been developing mobile ap- MOBILE BILLING GATEWAY providing the technology erator Sunrise. plications for a number of years, pre- Mobile Content is a growth market T € that powers award-winning Net Mobile AG also provides mo- dominantly for Java (J2ME) enabled estimated to expand to over 60bn mobile marketing campaigns, mobile bile internet publishing services to handsets. The advent of the iPhone in 2011. One of the drivers of this web and application development, Universal Pictures and Sony Pictures has created a new wave of public and growth is the seamless integrated one- messaging, ticketing and barcode sys- International, delivering cutting-edge corporate interest in this space and click or one-text billing mechanism. tem integration, as well as being the portals for new movie releases across rightly so. Net Mobile is capable and Mobile micro-billing is perfect value leader in enabling interactive broad- North America and Europe, further experienced in delivering iPhone, for the consumer. It is easy to handle cast services to UK, Swiss and German underlining its capacity to help big Android, Symbian, BlackBerry and from both a consumer and merchant media companies like Bauer and Glo- media companies offer dynamic and J2ME applications. perspective via the seamless order- bal Radio, Channel 4, RTL and MTV. innovative entertainment for con- Our applications can also integrate delivery billing process. Building on its past success, net sumers who want to be ‘ahead of the deeply with back-end systems includ- Via direct connectivity to the car- mobile AG has achieved stellar rev- pack’. In addition, Playboy Interna- ing live market information, content riers’ billing systems, Net Mobile is enue growth of €42.5m (49 percent tional selected Net Mobile to manage Lourens de Beer, Managing management systems, billing and able to provide merchants with an increase year on year) for the first its mobile marketing and content dis- Director, Net Mobile UK through our diverse range of API’s easy to integrate and secure billing half of 2008/2009 financial year after tribution on a Pan-European basis in a we can connect to any advanced en- interface for their services, regard- successfully integrating MINICK AG, seven figure deal which gives Playboy ‘We develop and host complex mo- terprise system. less whether those services are mo- including its UK operation, into its access to every single major European bile solutions entirely on our own Our team of 20 developers in bile or web-centric. corporate structure. The move reflects mobile operator. platform providing our customers un- Shanghai offers express porting of All mobile subscribers can be the group’s increasing business and Companies that use Net Mobile’s precedented control over their various applications across a wide range of billed, from pre-paid users to credit wider portfolio of solutions for its re- services take advantage of the benefit campaigns and provides a unified view handsets to ensure our clients cover subscribers. The reach of our mobile gional clients. Set against the present of more than 15 years of experience of end use activity across SMS, MMS, a big range of mobile devices in an payment solution covers over 350m economic climate, net mobile AG is (MINICK was founded in 1994) and Mobile Internet and Mobile applica- economical manner. individuals which our merchant bucking corporate financial trends expertise in developing cutting-edge tions.’ said Lourens de Beer, Managing Clients already using Net Mobile’s partners can bill via one single in- and pressing ahead with the delivery interactive solutions which are man- Director of Net Mobile UK. Mobile Application Development terface at competitive payout rates of even more innovative customer aged across robust and reliable tech- Here are some examples of key Net services include: Cash.ch (Switzer- from premium sms to credit card service offerings and making Mobile a nology platforms. The company Mobile service delivery solutions and land), MTV (Germany), Universal billing. More importantly Net Mo- real business opportunity. has built one of the largest premium the customers who use us: Pictures (USA), MobiPro (UK) and bile consults its partners on regula- messaging networks in Europe and many more. tory requirements and helps set up operates its own v-SMS and v-MMS MOBILE PORTAL service descriptions in local languag- centres with direct connections to DEVELOPMENT MESSAGING GATEWAY es where required by operators or many mobile networks. Service pro- By using Net Mobile’s portal module, SMS has become one of the four regulatory bodies. Net Mobile’s bill- viders, agencies or network operators publishers can create stylish mobile most used communication channels ing gateway is currently used by over who would like to benefit from Net portals that automatically support and on the planet next to voice, e-mail 500 merchants and has completed Mobile’s experience are able to ob- are optimized for the entire relevant and instant messaging. The utilisa- over 200m billing transactions in 20 tain full flexibility by building an in- global base of handsets (>3,000). tion of SMS as a communication countries including Algeria, Austria, house technology operation or have The mobile web has experienced tool is limitless. SMS can be used in a Belgium, Czech Republic, Denmark, the opportunity to license one of the phenomenal growth globally these wide variety of cases, for e.g. sending Finland, France, Germany, Holland, most successful mobile service plat- past few months. Page impressions out pollen alerts, sending a football Ireland, Morocco, Norway, Poland, forms in the market. and unique visitors are explod- match score, ordering goods from a Slovenia, Spain, South Africa, Swe- Our service platform is one of the ing and the mobile Internet is now catalogue or vehicle tracking. What den, Switzerland, Tunisia, United most comprehensive solutions within emerging as a new profitable distri- do you need to start communicating Kingdom and USA. the industry with a broad range of bution channel for content and serv- with your target group via SMS? A Clients already using Net Mobile’s Theodor Niehues, CEO net supported functionalities. The plat- ices. It is now fast becoming a ‘must highly reliable, low cost and simple Mobile Billing Gateway include: mobile AG form has been continually enhanced have’ for Brands and Media Owners to use messaging gateway from Net Universal Pictures (USA, UK), MTV since 1998 with over 200 man-years of to have a significant presence on the Mobile is the answer. (Germany), Super RTL (Germany), ‘We have experienced tremendous R&D investment. mobile internet landscape and al- One interface for all types of mes- Bob Mobile (Pan Europe), Universal growth across Europe and have devel- This full service in-house platform ready a solid revenue stream can be saging, standard SMS, premium SMS, Music (DE), Moustik (Switzerland) oped a very strong business particu- capability is a key differentiator from developed in this channel. standard MMS and premium MMS, and many more. larly in the German speaking markets. Net Mobile’s competitors, many of Clients already using Net Mobile’s easy to integrate into your application We plan to further strengthen our whom simply act as brokers for a portal module include: Ringier (Swit- and supported by our own high avail- To Contact us UK operation through continued myriad of platform and technology zerland), CNN (UK), MTV (Germa- ability network operating centre. Tel: +44 207 405 0747 investment and the introduction of module providers. ny), Mobilkom (Austria), Swisscom Clients already using Net Mobile’s General email: [email protected] additional products and services that Messaging Gateway include: Channel Web address: www.net-m.co.uk have proven successful in mainland Europe.’ Said Mr. Theodor Nieheus, JOIN US CEO of Net Mobile AG. The primary objective for 2009 -10 is the implementation of more global To find out more about the explosive growth and how the mobile download portals for several of Eu- internet landscape is opening up join us at AIME Knowledge Semi- rope’s largest mobile network opera- nar: “Untangling the Mobile Internet – It’s more than just WAP and tors. Net mobile AG already manages the iPhone” mobile and web-based store fronts, in- Thursday 16th July 2009 cluding video, audio and game down- 6.30pm – 8.30pm, Portland Suite, Grange Fitzrovia Hotel, loads, as an outsourced service for 20-28 Bolsover Street, London, W1W 5NB leading operators such as Vodafone For more details, please visit: Germany, Swisscom, O2 Ireland, EP- http://www.aimelink.org/KN/UntanglingMobileNet.aspx lus in Germany, and has recently taken 14 MOBILE MARKETING Let me entertain you Mobile entertainment could follow a paradigm being set on- line. Focus groups indicate that when services are at an all- young people are online, they tend time high, and so are not to pay for anything, and yet these are the same people who will fork out the number of business substantial cash for what Zimmerman models supporting them. calls “tangibles”: electronic devices, By Ingrid Lunden clothes, tickets to a concert and so on. “You need to figure out how to bundle value into devices and other tangibles pplication portals, and the because people are willing to pay for attention they’ve had since them,” he says. “Amazon and Apple A the launch of Apple’s App are two examples.” Store, have provided a ma- There is another key area emerg-

jor catalyst for the world of mobile en- ing in mobile entertainment, where Racing Team © Oskar Kihlborg/Ericsson tertainment - that catch-all category the content is actually marketing, but that covers content from mobile TV, entertaining or useful enough to keep CASE STUDY – ERICSSON music and games, to ringtones and users engaged. wallpapers and social networking. Last year’s award-winning campaign For years, the key debate for mobile for Lynx deodorant may be setting the Creating and maintaining a worldwide brand in the face of massive content people was whether to offer bar for how elaborate these can be- competition is a complex and expensive process says Michael Demp- services “on-deck” or “off-deck” - within come. The Lynx Effect is an all-in-one sey. If a business is going to promote the brand by investing in some- a mobile operator’s walled garden or di- mobile portal dedicated to the single thing as costly as building and crewing an ocean-going yacht it needs rectly via the mobile internet - and how The iPhone is big on entertainment man on the prowl (tongue-in-cheek to make the most of it. to manage charges and development as- of course): dating advice, chat forums, The 10th Volvo Ocean Race set sail from Spain in October 2008 fin- sociated with this. Now app stores offer offerings to include ad-funded games. user-generated content, mobile wallpa- ished on 27 June 2009 in Russia. Swedish telecoms giant Ericsson is a third way of targeting the consumer. WeROK has already been providing pers and other material gets added to estimated to have spent over £30m on putting two yachts into the 8 The result has been an explosion of TV, email, comics and chat services, all the site regularly - along with promo- strong field and linking this endeavour to a much broader global mar- mobile content, much of it from outfits free, since April this year. tional slots for the products, of course. keting initiative that thrives on mobile communications technology. with no previous distribution outlet. “The More recently, there has been a great- Ogilvy last year developed a mar- Ola Rembe, communications boss at Ericsson Racing Team, strenu- value has moved around: 93 per cent of er focus on advertising within long-tail keting-led app for Guinness, aimed ously resists talk of this programme as mere sports sponsorship. “This content in the iPhone is value that wasn’t content, courtesy of these app stores. at the 20,000 British people traveling is part of our sales and marketing toolbox.” he explains. As the teams there before,” says Sean Kane, global head “Games are a low hanging fruit. You to Hong Kong for the Rugby Sevens battled it out across 37,000 miles of ocean towards the race finish of mobile at social networking site Bebo. start from there until you can serve tournament. “We made a city guide in St Petersburg their pitstops at locations such as Cape Town and Even in these recessionary times, the more complex ads that will go after for the event. When users pressed a Boston were accompanied by an Ericsson Pavilion, designed to im- mobile content industry feels confident other niche markets,” says Alex Moukas, button, the phone would speak phras- press the company’s customers and underline the brand principles of enough to forecast average revenue CEO of mobile marketing company es in Cantonese,” says Scott Seaborn, tenacity and technical mastery that Ericsson hopes to reinforce. growth of 28 per cent next year, ac- Velti, which has traditionally focused head of mobile for Ogilvy. “It’s essen- Keeping this whole effort afloat and in touch with a vast community cording a recent survey from KPMG. on mass-market, direct marketing cam- tial in a city where, for example, most of interested parties were online and mobile portals. These tied Erics- The Mobile Entertainment Forum paigns based around services like SMS. cab drivers don’t speak English.” son’s brand to both corporate customers and the general public. The currently values the mobile content But what to do with totally free con- Another mobile city guide, from mobile portal provided live updates on the race as the eight vessels market at $32bn worldwide. The rev- tent, which, after all, is here to stay? Spoonfed, offers Londoners entertain- vied for the lead. “The race comes to life through satellite technology enue models behind that number, Observers say the clever publishers ment listings based on their location at that allows the public to recreate courses and tracks and see compass however, appear to be all over the map. will be those that embrace free and any moment. The service is provided as bearings and speeds” says Ericsson spokesman Dave Curl. The MEF says that most mobile enter- use it to a wider marketing advantage. a freebie so that it can amass data for The ability to follow the yachts via a mobile campaign was built into tainment revenue comes from charged “People are consuming for free, so its revenue-generating product: selling the race plan from the very start by Ericsson. Each yacht had a media content, with advertising accounting for it’s very clear you can’t compete on mobile marketing services to compa- crewman whose sole role was to pump out information on events, only 10 percent of its figure, according price longer term,” says Barney Wragg, nies that list events. Spoonfed plans to seeding the online connections and mobile phones of an interna- to Andrew Bud, its chairman. a consultant who was formerly the extend the service to other cities as well. tional fan base. That does not mean there isn’t still digital head of music label EMI. “The These infotainment campaigns have Ericsson studied its mobile community in detail and identified a huge potential for rich content funded upside is an understanding that you yet to make it to top ten downloads lists, range of character types including influential professionals and blog- by advertising. In the past, analysts have a much bigger market with pas- but they reveal an encouraging sign in gers, as well as sailing enthusiasts whose experience of the mobile speculated the biggest opportunities for sions and interests that add up to cre- terms of how mobile entertainment is portal helped to drive both product adoption and brand awareness. mobile entertainment advertising might ating something very bespoke. The en- getting consumed. Golden Gekko, the Generating content that Ericsson describes as “exciting, accessible be in mobile TV: figures from Juniper tertainment industry says, ‘hell, it’s all digital agency behind the Lynx cam- and immediate” the yachts underlined the company’s communica- Research in 2008 predicted that revenues going to advertising,’ but now you can paign, says that when it develops an app tions technology credentials, while generating a powerful buzz dur- from this would reach $2.5bn by 2013. target customers with exclusive tickets for multiple devices, collectively, devices ing the nine months of the race and beyond. By the time one of the The ad-funded services out there are and other promotions. That all adds up from Nokia, Blackberry, Sony Ericsson two Ericsson yachts, Ericsson 4 was confirmed as the winning vessel growing. WeROK—an ad-funded, free- to a lot of CDs being sold for £9.99.” and others outnumber Apple down- in this epic voyage, the mobile portal had gained 30m hits. Ericsson content-over-WiFi portal run by ROK Andy Zimmerman, an MD at con- loads by a factor of 10 to 1. The bottom had won a race and a dedicated global audience. Entertainment - has just expanded its sultants Accenture, thinks mobile line is, it’s not all about the iPhone. MOBILE MARKETING 15

the mobile telephone. Take GPS devices including other smartphones. The next Helen Keegan, like the Tom Tom for example. Imagine major change in consumer behaviour mobile marketing, The future of an application that turns the device into came with the launch and success of the advertising and your own personal tour guide or con- Apple App Store, which to date has seen media specialist cierge. Wireless devices like Tom Toms well over 1bn downloads, and today has The future of mobile hold great potential for creative work. At more than 50,000 apps. is that mobile will just be a normal mobile marketing Ogilvy we like to use new technologies to The iPhone has driven the creation part of the marketing mix. It will be solve old problems and with mobile we of new ad formats for both the mobile almost invisible, in that people won’t We asked four leading thinkers in the mobile marketing have lots of opportunity to create branded web and in applications, which play to know whether they are browsing on utilities - to turn marketing into a service. the core strengths of the iPhone as the the mobile web of the “full fat” web; space to give us their thoughts on what the future of An application we have developed for alpha handset in the mobile medium. they will just be looking at Facebook mobile marketing might look like… IBM which is being used at this year’s AdMob has been the major player in or the BBC, or checking email, so Wimbledon tournament is a case in creating advertising on iPhones over their consciousness of how they are point. It’s an augmented reality and the past year and has created unique doing that will disappear. The focus Westley Gillard, As peer-to-peer reviews continue to visual search application for the G1 An- ad units with features like touch to will be on making brands’ services retail solutions provide a powerful aid to purchasing droid phone. As you point the phone at call, touch to watch video, and even and products accessible, however an- director, Velti Plc decisions, geo-tagging will mean con- various parts of the Wimbledon village, the ability to go straight to a brand’s yone wants to get hold of them and The capabilities of fu- sumers will be able to leave ‘virtual it recognises where you are which way pages within social media sites like that’s the priority. ture mobile technol- post-it notes’ for other consumers to you’re facing and brings up information Twitter and Facebook. Mobile technology is moving for- ogy, when used by ‘digital natives’, or pick up in certain stores, offering their about the building you’re looking at, in- It’s also obvious that consumers ward, and there are some exciting individuals that have only lived in a thoughts, advice or comments to oth- cluding the current score if you point it find the iPhone interface easier to en- innovations around and we will see digital age, should establish mobile er shoppers. Retailers in turn will be at one of the courts. Smart, intelligent gage with the ads they see, both within mobile being used in some interesting marketing as a de-facto part of every able to provide extra data through ‘in- applications like this that make people’s apps and on the mobile web. Not only ways in the future, but we should not consumer’s lifestyle. telligent’ goods. Shoppers, using their lives easier, more fun, or more informed, are we finding consistently higher re- get carried away with the new shiny From a retail perspective, in the fu- phone as a reader, can then scan the are the future of mobile. sponses to ads, but far higher conver- thing, when a good, reliable mobile ture mobile ‘click-and-buy’ technol- goods to verify provenance and origin sion to the advertisers’ call to action. website and old fashioned SMS are ogy will increasingly allow shoppers to ahead of making a buying decision.” Russell Buckley, As to the future, it’s already here – on still really important. There is a lot consume, and have brand experiences, vice president, the iPhone at least. Sophisticated and of mileage left in messaging for cus- wherever and whenever they want. For Scott Seaborn, global alliances, rich media ad formats and landing pag- tomer service, saying thank you, get- instance, image recognition technol- head of mobile AdMob es, real scale (over 1bn ads per month), ting feedback, the simple things. It’s ogy will mean that consumers can take technologies, Apple’s iPhone has un- the parallel importance of apps as well not about push advertising, it’s about a photo of an item of clothing, and via Ogilvy Group UK doubtedly had the biggest single im- as web, strong measurability, case stud- having a proper relationship with cus- the mobile internet, find out where Let’s not forget that mo- pact on mobile advertising in the last ies, location awareness and - proof of tomers who want to have relationship to buy it for the best price online and bile is not just about telephones. There year and in turn, gives us a clue as to the pudding - brands already commis- with you. purchase it via their phone. This search is a whole bunch of wireless devices that what the future holds. sioning multi-million dollar advertising It’s easy to get carried away with the could also provide the consumer with do not support voice calls but are still It was very clear from the start that campaigns. As other handsets reach the technology, but good marketing be- the name of the nearest stockist to their very much in the mobile space. Mobile iPhone’s user-friendly interface and fixed bar that Apple has raised, all this will gins and ends with good service. You current location, where they could re- also means ‘in transit’ and thus mobile rate mobile web pricing led to far more come to all mobiles, benefiting advertis- have to make it easy for people to find deem a discount mobile voucher. marketing can and will grow outside of mobile web usage than on other phones, ers and consumers alike. and buy your stuff and do it again. “Defying the tube strike, EMP’s mobile marketing drove 70% of all sales in our stores” Prestigious fashion brand Amanda Wakeley EMP are a mobile marketing specialist, delivering engaging & measurable services that ensure our clients ROI. Whether increased sales, attracting new customers, re-engaging existing customers or creating brand awareness.

• Our teams have worked with American Express, Microsoft, SKY, Nokia, Vodafone, NIKE • An SME or a global brand - we have campaigns to it your budget, from £500 to £500K • Guaranteed results or your money back!!

EMP work with clients to decide which mobile technology best suits their business model using an array of tools at our disposal. By applying our experience in technical, strategic and creative methodologies as well as taking into account historical data from past successes, we will utilise the most appropriate technology for every service and each client.

The ‘right tools for the job’ can be anything from a simple and effective SMS-based service that allows consumers to receive information about products and services, right through to the cutting edge in Image Recognition, such as our image zoning example below. Here, the consumer’s mobile phone is effectively turned into a mobile mouse, replicating a web interaction, and they can choose one of the three objects to make a decision and hopefully win a prize.

Why don’t you try it out now below! www.empuk.net | Tel: +44 (0) 7507 791 170 or +44 (0) 7595 154 753 | [email protected]