Documente Academic
Documente Profesional
Documente Cultură
REALITY BITES
Virtual Realitys
second coming
CITY CLICKERS
The cities putting
mobile at the centre
of regeneration
TRADING PLACES
Charting the evolution of
programmatic and what
it means for mobile
DIGITAL DEMOCRACY
How the ballot box
is going mobile
www.millennialmedia.com
MARCH 2015
CONTENTS
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well tell you what you need to do.
brand
STRATEGY
NEWS REVIEW
8 Network Effect
THE NEW
TELEVISION
12 FULL SPEED
AHEAD
We look at the
growing popularity of
corporate accelerator
programmes
DIGITAL
DEMOCRACY
17 THE DISRUPTORS
The hottest startups put
under Kirsty Styles spotlight
REDEFINING
PREMIUM
Teads CMO Rebecca Mahony
on the benefits of outstream
video ad formats
REALITY BITES
The latest news from the
worlds of augmented and
virtual reality
THE OPENX
APPROACH TO
PROGRAMMATIC
ADVERTISING
CELEBRATING
EXCELLENCE
2014 Mobile Marketing
Award winners revealed
30 SIM CitY
How mobile tech
is driving Smart
City projects
around the UK
THE SALES
MACHINE
How Simartis Bubble
platform works
LOCATION
STATIONS
xAds Theo Theodorou
on the power of
location data
PLATFORM
PLAY
49
CANDIDATE
IS KING
In conversation
So says Digital
with Phunware VP,
Gurus Matt Hawkes
advertising evangelist,
Jon Hook
50
BUCKLEY
ON...
Location lessons
learned from the
ZagMe launch 15
years ago
@mmmagtweets
We create
amazing ads.
Bluequest_fullpage_210x280_MWC_March2015-v5.indd 1
MARCH 2015
COMMENT
brand STRATEGY
BY CHRIS BERTIN, GROUP MOBILE COMMERCE MANAGER AT MOTHERCARE
othercares mobile journey started
in May 2011, when we launched
dedicated mobile sites built on the
Demandware mobile platform. But we really
ramped things up after that we were set a
three-month target to build our first app.
It was tempting at first to do something
quick and dirty that we could look to
improve once the initial pressure of hitting
the deadline was over, but we soon
decided to go in the opposite direction
and try to achieve something special
right off the bat. People come to
Mothercare when theyre about to
begin one of the most life-changing
experiences they will ever go through.
We felt we had a duty to reflect the
Mothercare ethos of offering advice,
guidance and help instead of just an
easy way to shop on your phone.
We believed in a content-driven strategy
and wanted to give customers reasons to
come back to the app every day. We wanted
the app to be useful in order to achieve
downloads, but more importantly we
wanted to remain on our customers
phones for the long term.
We were fortunate in finding a good
partner, NN4M, to work with and that
some of the content we used to populate
the app already existed within the business.
We therefore set out to create a dedicated
features section in the app that included
a week-by-week Pregnancy Guide,
Mothercare TV for advice and help videos,
a Baby Name Generator, Contraction and
Kick Counters, and a collection of free
lullabies and nursery rhymes.
The app seemed the right place to
bring all these great features together in a
convenient location for mums, dads and
mums-to-be.
Rave reviews
When the app launched, initially on iPhone
only, the reaction from customers exceeded
our expectations. We made it to the top spot
in the App Stores Lifestyle chart and 24th in
the overall chart, and we gained rave reviews
and feedback from our customers. The only
thing we hadnt really anticipated was a
slight backlash from our Android-owning
Digitally-led business
Were fortunate that the success of the
apps helped raise the profile of
mobile within the business. Since
then, weve seen mobile grow to
become a huge part of our online
proposition. During our peak Q3, 75
per cent of our online traffic came
from mobile devices, (50 per cent
viewed our mobile site, 18 per cent
viewed our full site via tablet and 7
per cent came from our apps). App
conversion is also, on average, more than
double that of our mobile site, and our
app is downloaded every two minutes.
This proves what we have long believed
that our customer base is tech-savvy and
predisposed to using mobile to browse
and shop. As Im sure every parent knows,
bringing up children takes over your life,
so mums and dads have less and less time
to sit down at a PC to shop. Five minutes
here or there on the phone can be the only
opportunity they have to engage with us.
Weve enjoyed great success with our
apps, but we know we cant stand still.
We are thinking about a beacon trial later
this year to see how we can use mobile
in-store, and looking further ahead we also
see great potential in wearables, given the
importance of health monitoring for mums,
mums-to-be and their little ones. We also
have the luxury of a little longer than
three months to fully think through and
implement our mCommerce strategy. MM
www.mobilemarketingmagazine.com
NEWS REVIEW
MARCH 2015
NEWS
REVIEW
Alex Spencer casts an eye over some of the biggest stories in
the mobile space since our last issue
www.mobilemarketingmagazine.com
MARCH 2015
NEWS REVIEW
GAFA revenues
Mobile accounted for 69 per cent of
Facebooks total ad revenues in Q4
2014, making $2.48bn for the company.
By comparison, a year earlier mobile
ads brought in revenues of $1.49bn, or
53 per cent of the total.
GAFA profits
Apple sold a record 74m iPhones in
Q4 equivalent to 34,000 iPhones
every hour for three whole months
up 46 per cent year-on-year, thanks
to the popularity of the iPhone 6 and
iPhone 6 Plus. Over the same period,
however, iPad sales dropped 18 per
cent, to 21.4m units.
@mmmagtweets
ANALYSIS
MARCH 2015
Network Effect
David Murphy looks at what the rise and
rise of programmatic means for the mobile
advertising ecosystem
www.mobilemarketingmagazine.com
MARCH 2015
ANALYSIS
Programmatic defined
WE STILL WANT
TO BUILD THE STUFF
THAT WINS AWARDS
AND YOU DONT
NECESSARILY GET
THAT BY FOUR OR
FIVE PCS TALKING
TO EACH OTHER
JAMES CHANDLER, MINDSHARE
@mmmagtweets
ANALYSIS
MARCH 2015
Key acquisitions
So what does all this mean for the traditional
mobile ad networks? Some have responded
by partnering with or buying programmatic
companies. InMobi has tied up with The
Rubicon Project, while Millennial Media
bought Jumptap towards the end of 2013 to
get into the DSP business, then also acquired
Nexage more recently to tick the SSP and
exchange boxes.
Games like Angry Birds are a prime source of programmatic inventory on mobile
Mobile monetisation
I still think the ad networks will have a large
role to play in mobile monetisation going
forward, says OpenXs Kramer. According
to Flurry, 86 per cent of consumers
time in mobile is spent in-app. Mobile
10
www.mobilemarketingmagazine.com
MARCH 2015
Location play
Finns company is one of a new breed
looking to satisfy the insatiable demand
for data, in particular location data, from
companies operating in the programmatic
What next?
So while the battle for location data
supremacy rages, whats next for
programmatic? The consensus seems
to be that the shift from RTB to private
marketplaces will continue this year. 2015
will be a big year for PMPs, says Millennial
Medias Tran. Its an interesting evolution,
where we have gone from the managed
world to RTB and then halfway back to the
world of PMPs and Programmatic Direct,
so its essential that the two worlds start
merging, that we dont have two or more
solutions. We need just one solution with
multiple different ways you can buy to
allow the advertiser to do what they want.
Jay Fowdar, chief product officer at
Byyd, which rebranded from Adfonic when
it pivoted from an ad network to a DSP a
year ago, also expects to see growth in the
ANALYSIS
@mmmagtweets
11
ANALYSIS
MARCH 2015
12
Crowded space
Competition for certain accelerators can be
high,Telefnicas Wayrahas received more
than 29,000 pitches worldwide and has an
admission rate of just 1.6 per cent,but in
an increasingly crowded accelerator space,
most new programmes are now going
down the specialist route.Female Propeller
for High Fliersin Dublin only accepts
female-led startups, while theEyeFocus
Acceleratorin Berlin is dedicated simply to
innovation in eye care.
Many UK brands are now flocking to
this kind of innovation as an alternative to
in-house R&D or M&A activity. Companies
are using the accelerator model to help
with technological innovation, or to build
an ecosystem around a specific product,
like the Nike+ Fuel Lab. Some have opted to
collaborate with existing programmes, such
www.mobilemarketingmagazine.com
MARCH 2015
Unanswered questions
But, there are risks, and unanswered
questions around the model. How do you
ANALYSIS
@mmmagtweets
13
ANALYSIS
MARCH 2015
Acceleration stations
TelefnicaWayra
Founded: 2011, March 2012 in the UK,
totalling 14 established across Latin
America and Europe
14
Microsoft Ventures UK
www.mobilemarketingmagazine.com
MARCH 2015
ANALYSIS
EY Startup Challenge
Some large companies, such as Ernst
& Young, have opted to create short
@mmmagtweets
15
COMMENT
16
MARCH 2015
www.mobilemarketingmagazine.com
MARCH 2015
COMMENT
THE
DISRUPTORS
Kirsty Styles looks at the latest crop of innovative apps and
mobile services vying for consumer and advertiser attention
he mobile industry hasnt quite yet
delivered on the whole new world
it promised instead the focus
seems to be on delivering, or perfecting,
innovations weve all been talking about for
years already. With sales halted on the current
version of Google Glass, plus wearables
like Nike FuelBand consigned to the scrap
heap, its clear that smart-device makers are
doing some soul-searching. Despite several
launches at CES, Apples iWatch (due this
spring) is just about the only wearable on
everyones mind.
Speed reading
However, the Uno Noteband is worth
checking out. The device, which has just
completed a successful crowdfund on
Indiegogo, comes pre-loaded with Spritz
fast-reading software. Spritz promises to
help you read a 300-page book in 90 minutes,
by showing you one word at a time in the
same place on-screen eradicating the eyemovement required to read a line of text. This
might be the key to keeping your New Years
resolution to read more books.
Another new app, Bond, could help you
keep your promises of regular contact with
family and friends. Bond lets you set regular
reminders to reach out to certain people, on
whichever platform they prefer.
Meanwhile, the handset market is still
pretty hot, with Chinese upstart Xiaomi
sealing its position as the worlds third-largest
handset maker, and rousing investment
rumours from the likes of Facebook. Xiaomi,
founded in 2010, has just unveiled a couple of
handsome handsets that are shorter, thinner,
lighter and cheaper than the iPhone 6 Plus.
Although failing in its bid to get a slice of
the Chinese device market, Facebook has
made an interesting acquisition in the form
Virtual reality
And where would video be without, next-gen
video (virtual reality)? Gamers are clearly
the big winners in the growth of VR, and
mobile games are already tipped to outsell
consoles this year. But advertisers, too, will
Eye tests
And where theres bells and whistles tech,
theres also a real drive to create the products
and services that help every day. Covering
everything from assistive technologies for
people with disabilities, to quantified self
applications, 2015 is surely the year that
health products, and health data, hit the big
time. In Berlin, MiMi is using smartphones
to make hearing aid technologies accessible
to all. Peak Vision is likewise bringing cheap
eye tests to the developing world via its
smartphone app.
Bigger data is also helping smart city
innovation trickle down to smart towns.
MK:Smart is a 16m project currently
smartening up Milton Keynes, proving
that smart city projects can be done on a
smaller scale. The company behind this was
just bought up by Huawei, while Samsung
Ventures has invested in London-based
IoT startup Everythng, so its certainly a
battleground to watch going into 2015.
Keep an eye on eye-tracking and
facial-recognition, long-tipped to come
into mainstream usage, plus even more
mobile-first product customisation, such as
that just announced at BBC News. Mobile
money, again led by Apple, is also likely to
become just another thing we do come
2016. But dont think about that now
theres a whole year of improvement and
iteration to do first. MM
www.mobilemarketingmagazine.com
17
COVER STORY
MARCH 2015
OPEN FOR
Mobile BUSINESS
Martin Price, VP Product at OpenX, tells David Murphy how the
company is advancing the art of programmatic advertising for mobile
he history of OpenX dates back
to 2008, when it started out as
an ad serving company it was
a UK startup that migrated to Southern
California with considerable success. So
much so, in fact, that today it is recognised
as one of the leading programmatic
exchanges both Stateside and in the UK.
And mobile is an increasingly important
part of its global platform.
While the ad serving business is still
an integral part of the OpenX platform,
it is its real-time ad exchange and SSP
(Supply Side Platform) that are now its
core offerings. The company works with
more than 1,000 publishers and advertisers
around the world serving billions of
ad impressions a month. Of note, the
number of monthly impressions served
is second only to Google. OpenX Mobile,
which includes mobile web publishers,
app developers and buyers, is the fastest
growth area for the company.
18
Demand Fusion
OpenX solves the problem of
fractured demand with its groundbreaking Demand Fusion technology,
which fuses real-time bidding and ad
network demand into a single, unified
auction. So in the previous scenario, if
the highest bid comes from an ad network,
which then refuses the impression, and
the next highest bid comes from the
real-time auction, the real-time bid will
win the impression. The effect of this
for the publisher is to drive up the price
and maximise the yield by increasing
www.mobilemarketingmagazine.com
SPONSORED FEATURE
COVER STORY
WE BELIEVE
IN ENABLING
ADVERTISING
FORMATS THAT FIT
BETTER WITH THE
User experience
In addition to efficiency and transparency,
OpenX is also committed to improving the
user experience. We believe in enabling
advertising formats that fit better with the
user experience and that can be bought
and sold programmatically, says Price. A
low-resolution 320 x 50 banner is not going
to deliver the greatest experience on a 1080p
high-definition mobile device, so we are
committed to introducing more ad units
that are more engaging and innovative, and
also non-intrusive.
An example of this is the OpenX Native
USER EXPERIENCE
AND THAT CAN BE
BOUGHT AND SOLD
PROGRAMMATICALLY
different characteristics and challenges
including differences in integration types
such as SDKs and APIs; multiple ad formats,
such as native and interstitials; and diverse
data signals required by buyers. As a result,
we reimagined the best way to monetise
inventory for our in-app SSP product from
the ground up, says Price.
OpenXs new in-app SSP solution
leverages its proprietary Demand Fusion
technology to enable an optimised
@mmmagtweets
19
ANALYSIS
MARCH 2015
20
www.mobilemarketingmagazine.com
Commercial break
There is another potential reason for the
rise of video marketing: familiarity. Video is
actually easier for brands to get their heads
around, says Zac Pinkham, MD of mobile
ad platform Millennial Media. If theyve not
done mobile before and you start talking to
them about rich media units and interstitials
and swipe, they can get a bit lost. But all
MARCH 2015
WEVE SEEN
A GROWTH IN
DEMAND FOR
SNACKABLE, BITESIZE CONTENT
ON MOBILE AND
HAVE STARTED TO
CREATE CONTENT
SPECIFICALLY FOR
THE PLATFORM
DAVID AMODIO, CHANNEL 4
ANALYSIS
Major focus
Smartphones and tablets together make up
around a quarter of traffic to 4OD but, vitally,
half of the services 11m-strong database of
registered users signed up on mobile.
Different environment
If youre just translating the TV content onto
mobile then thats very easy for brands,
@mmmagtweets
21
ANALYSIS
MARCH 2015
22
www.mobilemarketingmagazine.com
MARCH 2015
ANALYSIS
Four of the top 10 global trending videos on YouTube in 2014s were ads from (L-R) Nike, Budweiser, clothing company Wren and the 20th Century Fox film Devils Due
Rapid growth
So given the rapid growth in digital video
consumption, could it potentially dethrone
THERES A BIG
OPPORTUNITY FOR
BRANDS TO USE DIGITAL
VIDEO CONTENT TO
COMPLEMENT AND
AMPLIFY THEIR TV
CAMPAIGNS
When Snapchat introduced ads to its messaging app in
2014, it went straight for video. The very first ad was for a
20-second trailer for Universal Pictures movie Ouija
@mmmagtweets
23
ANALYSIS
MARCH 2015
24
www.mobilemarketingmagazine.com
MARCH 2015
ANALYSIS
Internet voting
In true, lumbering bureaucracy fashion, two
different groups in parliament have been
consulting simultaneously on proposals
around a digital democracy. Speaker John
Bercows Digital Democracy Commission
has just produced its report, stating that
internet voting could be online in time for
the 2020 general election, while also noting
that parliamentary language and procedures
will need to be simplified by then if we have
any hope that everyone can understand
what the House of Commons does.
Voter engagemnet
The UKs Political and Constitutional
Reform Committeehas likewise just
finished accepting submissions on voter
engagement, covering proposals including
automatic registration, online voting
and votes at 16. The former should be of
particular interest to those who want more
tech solutions in powerful places, given that
moves by the Government Digital Service,
tasked with transforming the British state
for the 21st Century, has tried to streamline
voter registration and knocked almost 1m off
the register in the process.
The Labour Party published its Digital
Government report in November last
year, calling for a digital government
infrastructure thats accessible to all. It cited
figures from BT estimating that internet
access means an equivalent extra 1,064
every year for each new user. But the study
points out that while the less well off are less
likely to be online, 80 per cent of government
interactions are with the poorest 25 per
cent of people.
A new model for digital democracy is
shaping up in the form of DemocracyOS,
a cross-platform, open-source tool for
debating and voting thats being developed
by a group of young professionals in
Argentina. Its creators explain it like this:
@mmmagtweets
25
ANALYSIS
MARCH 2015
Labours NHS Baby campaign struck a strong social media chord with would-be voters
Big data
So if we arent going to
have a digitally-enabled
election in the UK
this time, how are the
campaigns shaping up?
Its Barack Obamas
2012 election campaign
that usually springs to
mind when considering
great digital election
campaigning. Harper
Reed was certainly an
unusual suspect when
he was appointed CTO
for the campaign,
heading into the Oval
Office with a beard and
thick-rimmed glasses
that youd be more
likely to find in
Shoreditch than in
the White House. But
the victory won here
is among the greatest
examples the world
has ever seen of big
data being made
genuinely useful,
26
www.mobilemarketingmagazine.com
MARCH 2015
ANALYSIS
@David_Cameron - 905k
@nick_clegg - 207k
@nigel_farage - 184k
@conservatives - 132K
@libdems - 79.6k
@ukip - 79.2k
@natalieben - 49.5k
@mmmagtweets
27
AWARDS
MARCH 2015
Celebrating
Excellence
Partners
Intelligent Targeting
28
pantone 647
www.mobilemarketingmagazine.com
pantone 647/40%
pantone 144
MARCH 2015
AWARDS
Winner: Drawbridge
Highly Commended: BlisMedia
Winner: Publicis-Blueprint
Vue Tablet App
Highly Commended: iRiS Software
Systems and Kempinski Hotels
iRiS Guest Valet
Winner: Mindshare
@mmmagtweets
29
ANALYSIS
MARCH 2015
SIM Cities
Tim Maytom looks
at the smart city
initiatives, largely
powered by mobile
tech, springing up
around the UK
THE OPPORTUNITY
TO DEVELOP NEW
TECHNOLOGIES FOR
SMART CITIES IN THE
UK IS MASSIVE
DAVID WILLETTS, MP
30
www.mobilemarketingmagazine.com
Massive opportunity
The opportunity to develop new
technologies for smart cities in the UK is
massive, says MP David Willetts, former
chair of the UKs Smart Cities Forum.
We want to make sure that we are at the
forefront of this digital revolution so we can
stay ahead in the global race, designing new
innovations in the UK and exporting them
across the world. With around 80 per cent of
the UKs population living in cities, we need
to ensure that they are fit for purpose in the
digital age.
MARCH 2015
ANALYSIS
Businesses and consumers in Norwichs London Street have benefitted from the citys experiments with mobile
@mmmagtweets
31
ANALYSIS
MARCH 2015
RETAIL IS AT A
TURNING POINT
IN TERMS OF THE
CONVERGENCE
OF ON AND OFFLINE SHOPPING
EXPERIENCES
MIKE POTTS, HAVAS MEDIA
Turning point
Retail is at a turning point in terms of
the convergence of on and off-line
shopping experiences, says Mike
Potts, chief data officer at Havas
Media, which ran its own
smart city project in Oxford
to manage traffic and parking
issues. This is going
to bring significant
change to the make-up
and use of cities. Expect
more to be made of
the road transport
network in getting
32
www.mobilemarketingmagazine.com
MARCH 2015
ANALYSIS
Norwichs mobile revolution has taken in vendors at Norwich Market (above) and the Forum (below)
Big plans
Within the pilot period, the Norwich BID
has big plans for how the solution can
be used to engage both residents and
visitors. The system was used as part
of a Christmas tree trail over the festive
period, with similar deployments planned
for Norwichs City of Ale festival, Easter
egg hunts and the GoGoDragons event,
which will see 80 large painted sculptures
of dragons, all equipped with beacons,
placed around the city.
The team behind the solution is
confident that even if the smart city doesnt
receive the funding from Re-imagine the
@mmmagtweets
33
COMMENT
MARCH 2015
Redefining
Premium on Mobile
Rebecca Mahony, CMO of Teads, argues that high-end brands can find
the inventory they need on mobile, if they are prepared to look beyond
instream ad formats
he word premium is perhaps the
most overused word in marketing.
Products ranging from food and
drink to clothes and housing have all been
described as premium at one time or
another. Advertising is not exempt a quick
search for premium on Mobile Marketings
website calls up 96 pages of results thats
almost 1,000 articles.
Its a word that has been abused over the
last 10 years, and its definition can include
anything from professional content to blogs
to video-sharing sites to, at the extreme end
of the scale, anything that doesnt constitute
adult content.
But for brands, video advertising
placements that are genuinely premium
and by premium they mean situated on wellrespected, well-known, professional sites
are hard to find and are often considered to
be the Holy Grail of advertising. Their scarcity
has forced many brands to carefully consider
their video advertising campaigns as they
fondly recall the relative risk-free nature of
offline advertising.
Premium inventory
The problem is not that genuine premium
video advertising does not exist; it is down
to its availability, or apparent lack thereof.
Due to the industrys preference for instream
video advertising (ad formats that replicate
the TV model and place video advertising
before video content) the video ad sector
suffers from a lack of premium video
advertising inventory.
Publishers often sell out of their instream
video advertising inventory months in
34
www.mobilemarketingmagazine.com
SPONSORED FEATURE
COMMENT
Instream video
Outstream formats
OUTSTREAM
VIDEO ADVERTISING
FORMATS ENABLE
HIGH-END BRANDS
TO EMBRACE VIDEO
ADVERTISING ON
SMARTPHONES
AND TABLETS,
REASSURED THAT
THEIR BRAND WILL
NOT BE THROWN
INTO QUESTIONABLE
ENVIRONMENTS
@mmmagtweets
35
ANALYSIS
MARCH 2015
Reality Bites
Tim Maytom considers the resurgence in interest in augmented and
virtual reality and looks at the tech vying for consumers attention
ithin the space of one week in
January, Google shuffled its
Glass project out of the spotlight,
retiring the current model with no hint of
when a replacement would materialise,
while Microsoft added some dazzle to its
Windows 10 announcement by unveiling
the HoloLens. With so many major
manufacturers now working on headsets
for virtual reality, augmented reality and
every other kind of reality you could ask
for, has its time finally come?
HoloLens
VR headsets have been in existence for over
50 years, and while weve come a long way
from the first devices, which were so heavy
36
AR AND VR HEADSETS
ARE ALL ABOUT
GETTING RID OF
THE LAST BIT OF
DISTANCE BETWEEN
THE PHYSICAL AND
DIGITAL WORLDS
Our very own Alex Spencer tests the Oculus Rift (left),
while Microsofts HoloLens (above) shows off its
mixed reality environments
www.mobilemarketingmagazine.com
Oculus Rift
While Microsoft is just entering the headset
market, Facebook-owned Oculus has
been operating there since 2012, when the
prototype of its Rift VR headset was unveiled
at E3. At CES 2015 at the start of this year, the
company unveiled the latest iteration of its
Rift device the Crescent Bay and outlined
its plans for the immediate future.
MARCH 2015
ANALYSIS
Microsofts HoloLens (right) places virtual content over your view of the world (above)
Magic Leap
Google Glass was certainly the most markettested of the AR headsets on the market, but
with the Explorer program ended and Glass
placed under the control of Nest CEO Tony
Fadell while it undergoes its nebulous next
stage of development, where does that leave
Google in this market?
The answer may not come from its Glass
team, but from an independent startup it
has been supporting. Last October, Google
was among the lead investors in a $542m
(361m) round of funding for Magic Leap,
a virtual and augmented reality company.
Sundar Pichai, senior vice president of
Android, Chrome and apps at Google joined
the firms board of directors and there were
rumours that the investment came after a
failed acquisition bid by Google.
Recent patent applications by Magic
Leap have hinted at the direction the
company is taking, and it seems as though
Google may be developing the company
into the natural successor to Google
Glass. Magic Leap is apparently working
on a headset that would project directly
onto the users retina, enabling it to fill
entire rooms with digital images and
Embracing AR
While the technology behind all three
of these systems is incredible, there will
no doubt be a long teething period between
the concepts weve seen and the arrival
of polished, consumer-ready hardware.
But perhaps the more important question
to consider is whether or not the public
will ever truly embrace augmented and
virtual reality.
AR and VR headsets are all about getting
rid of the last bit of distance between the
physical and digital worlds. Perhaps the
lesson learned from the poor reception for
Google Glass, and VRs 50 years hoping for
mainstream acceptance, is that we simply
dont want technology to become that
integrated into our lives. MM
@mmmagtweets
37
ANALYSIS
MARCH 2015
38
www.mobilemarketingmagazine.com
SPONSORED FEATURE
ANALYSIS
@mmmagtweets
39
ANALYSIS
MARCH 2015
AN EXPERIENCED TEAM
One key factor in the design of the Bubble solution is the
fact that the company behind it, Simartis, was founded by
experts who had worked in the marketing departments of
a variety of major MNOs, including Orange, Vodafone and
Deutsche Telekom. So they have first-hand experience of
the trials and tribulations faced by operators.
This experience is embedded in the DNA of the
company. And that has only been enriched over time,
as we have gained more staff, says Ionescu. The MNO
experience within the company has enabled us to design
Bubble with the issues that MNOs face in mind. All of our
products are moulded in that spirit.
Alex Voiculescu
Partner, founder
Martin Kammer
Advisor to the
board
Ruediger Strack
Advisor to the
board
Moldcell
Moldova
Daniel Lynch
Member of the
board
Third-party advertisers
Vlad Orghidan
CTO; 15 years of
Telco and IT&C
experience
Raluca Cristurean
Head of customer
value management
Consultancy
Division; 16 years
of Telco experience
40
Iulian Topliceanu
Head of operations,
maintenance and
support; 14 years
of Telco and IT&C
experience
Iris Constantinescu
Sales director;
20 years of IT&C
experience
Cristian Chiru
Customer value
management
expert; 11 years of
Telco experience
Silvia Bogatu
Account manager;
15 years of Telco
experience
www.mobilemarketingmagazine.com
Ram Ramamoorthy
APAC business
development & sales
director; 28 years of
IT&C experience
Andrew Pope
Business
development &
area sales director;
10 years of Telco
experience
SI
N
CE
20
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SH
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TA
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want to know more?
Download the Donky
Demo App or call us now:
Search for Donky Messenger app on iOS and Android
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10 September
22 October
SPONSORED FEATURE
INTERVIEW
Seeing Is Believing
Hot space
Location is a hot space right now, as brands
realise that a mobile users location history
offers valuable insights into the types of
things they might be interested in.
Mobile location technology is gaining
momentum in Europe, and its only a
question of time before it becomes a key
part of the media mix, says Theodorou.
The European market is very advanced and
hungry for the latest and greatest in digital,
which places us in an ideal environment that
is receptive to our technology.
Recent xAd campaigns in Europe include
work for Starbucks and Asda, where the
company generated over 60 per cent lift in
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43
Create mobile
Create
mobile
moments that matter.
moments that matter.
SPONSORED FEATURE
COMMENT
Making
sense
of the multi-device world
Netbiscuits CEO Daniel Weisbeck says brands must tailor their content
to the many devices consumers use and the various ways they engage
n the beginning was the web,
which you accessed, in almost
every instance, on a PC. And then
came mobile, which presented brands with
a problem: how to display their web content
on something with a much smaller screen
and often much poorer connectivity.
Some responded by doing nothing,
leaving users to pinch and zoom their
way around a full website on their mobile
phone. Which, no matter how smart the
smartphone, was never a good experience.
Others built dedicated mobile versions
of their websites, offering users a better
experience, but one which often compared
badly to the full website in terms of
interactivity and engagement. And others
went down the responsive or adaptive route,
amending the content of the site on the fly,
depending on the form factor of the device
it was being viewed on.
Silver bullet
But while responsive design looked like a
silver bullet for a while, its clear now that
this is only a solution if brands are asking
themselves how best to use it. How do
you present online content in the most
appropriate, engaging manner, based
on the form factor of the device as well
as contextual factors such as location,
connection quality, and the time of day?
Its clear that the content a mobile user
wants when browsing on a poor connection
in the morning, in a session lasting barely a
minute, is different to what the same user
will expect when browsing on a tablet in the
evening sat at home on a fibre broadband
wi-fi connection.
And as the number of devices on which
consumers can engage with you continues
Getting analytical
The key to cracking this problem, of course,
is analytics. There are a number of analytics
solutions that can deliver reams of data on
your users, but most fail on big datas biggest
challenge visualisation and interpretation.
To make sense of big data, brands need
it presented in such a way that makes it easy
to see what sort of connection users are
on. Which devices have the biggest bounce
rates? Who spent the longest time on the
site and who spent the most money two
questions that often have different answers.
With access to this kind of data, presented
in a way that makes it easy to interpret, you
can start to make sense of the numbers, and
www.mobilemarketingmagazine.com
45
SPONSORED FEATURE
INTERVIEW
Platform Play
We talk to Jon Hook, VP, advertising evangelist at Phunware
heres a tendency in mobile for
companies to opt for point solutions:
to work with one company to build
an app, another for advertising, another still
for location-based services. Its a strategy thats
rarely popular with the IT or procurement
department, requiring the integration of
multiple SDKs and logins, and one that also
rarely delivers the most effective results for the
company concerned.
Phunware set out to address this issue
when it started work on its Multiscreen as
a Service (MaaS) platform six years ago.
The idea was to build an all-embracing
horizontal stack composed of best-ofbreed individual components that perform
brilliantly in isolation, but that add up to
more than the sum of their parts when
used in conjunction with each other.
Having built the platform, Phunware has
spent the last couple of years completing
the jigsaw with the acquisition of several
companies. These include Simplikate and
Digby in the location space; TapIt, a supplyside platform for mobile advertising; and
most recently, Odyssey Mobile Interaction,
which specialises in delivering highimpact premium mobile advertising. The
advertising acquisitions enable Phunware
to offer brands, agencies and publishers a
suite of vertical advertising solutions that
leverages the capabilities and insights from
SDKs like content management, push,
analytics, and location marketing to target
audiences across mobile.
Engineering-led heritage
Given Phunwares robust, engineering-led
heritage, its perhaps not surprising that it
takes a thoughtful, consultative approach
to its business activities.
Were not out to sell apps, or ads, or
location, says Hook. Its more a case of
working with a business to discover what
issues or challenges it has, and then looking
at how our technology can help to solve
those problems.
WWE is a case in point. The
entertainment behemoth wanted to
discover whether it could move fans
around in an arena in a way that enhanced
their experience, said Joe Lalley, WWEs
vice president of digital products and
operations. The availability of new mobile
technologies enabled us to do that, and it
helped us manage the flow of crowds, which
is important in terms of delivering a great
fan experience, he says.
At WrestleMania 30, Phunware used a
combination of iBeacons, notifications and
its mobile content management system to
provide fans a bevy of benefits: directions
to their seats, alerts about autograph
signings, instant replays of live action, and
the ability to order food from their seats.
The event saw some 170,000 user-initiated
actions from 8,000 unique devices. While
many businesses question the viability of
iBeacons, WWE and Phunware deployed
44 iBeacon campaigns throughout
WrestleMania 30 that delivered an average
30 per cent click-through rate.
Platform integrity
One of the reasons Phunware campaigns
work so well, says Hook, is the integrity
of the platform. Our location tech is
independently proven to be more accurate
than Apples or Googles, and far more
accurate than location data being pulled via
the advertising exchanges, he says. We can
also do location and geo-fencing at scale,
which means we can keep the geo-fences
as tight as they need to be and still get the
numbers the campaign needs, without
targeting people who are too far from the
store to respond.
This idea of integrity is a recurring theme
in the Phunware story. Im not sure how
you can advise a company on how they
need to re-architect their infrastructure
if theyve never built this stuff. How do
you know the use cases, feature sets and
requirements of what the infrastructure has
to do? Thats why the Fortune 5000 trusts
us with their mobile and go-to-market
strategy, says Hook. MM
@mmmagtweets
47
The mobile communications revolution is driving the world's major technology breakthroughs. From wearable devices
to connected cars and homes, mobile technology is at the heart of worldwide innovation. As an industry, we are
connecting billions of men and women to the transformative power of the Internet and mobilising every device that we
use in our daily lives. The 2015 GSMA Mobile World Congress will convene industry leaders, visionaries and innovators
to explore the trends that will shape mobile in the years ahead. Well see you in Barcelona at The Edge of Innovation.
WWW.MOBILEWORLDCONGRESS.COM
AN EVENT OF
SPONSORED FEATURE
COMMENT
Emerging technology
Mobile and digital is a key pillar of whats
hot in emerging technology. At ground
level it is evolving rapidly, so much so it
is completely changing behaviours and
the way we interact.My mobile device,
for example, has become a conduit for
the many new and popular ways we can
now communicate, including Facebook,
Instagram, Snapchat, WhatsApp, Twitter,
Internet of things devices such as Nest are set for a big year
www.mobilemarketingmagazine.com
49
COMMENT
MARCH 2015
BUCKLEY ON
LOCATION
More than a decade after its launch, Russell Buckley considers the
lessons learned from pioneering location-based marketing service ZagMe
years ago, I helped get a UK startup
off the ground that had ambitions
to conquer location-based
marketing. In hindsight, we were ludicrously
ahead of our time. The world is only now
catching up with our vision of the future.
That said, we had a lot of success at the
time, recruiting 85,000 consumers to the
service and running 1,500 campaigns for the
likes of Burger King, Reebok and TopShop.
Now that location seems to be a hot topic
again, heres a recap of what we learned.
15
50
www.mobilemarketingmagazine.com
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