Buzzin Mobiles

As I wrote about for www.GenerateSuccss.co.uk mobile online marketing is becoming big news, and every UK business should be considering whether to use this new media to market their products & services.

But with the merging of mobile internet marketing and customer tracking via GPS comes the latest incentive for UK businesses who wish to push local advertising.

There is a whiff of ‘big brother’ when you consider you will be targetted by businesses advertising on the internet because technology knows exactly where you are, when using your mobile phone or PDA to browse the internet or send emails

This technology is already available, and Microsoft are stepping up their mobile services in an attempt to claw back some of the market that has been lost to Google.

Microsoft have suggested that e-mail and instant messaging applications for mobile phones will now display advertisements for the first time. Windows Live will also show advertising.

According to The Times Online, mobile advertising spending in Western Europe is expected to rise from $1 billion in 2007 to $1.5 billion this year, according to eMarketer, the research firm.

Following on from my recent post regarding the probability that Apple are about to launch the new iPhone with 3G capabilities in June, it is reported that Apple are in negotiations with the main record labels. Apple has had problems convincing record labels to agree to a flat rate pricing system in past negotiations.

All individual tracks listed on iTunes sell for 79p with a reduced cost for a complete album and the occassional free track. This ‘one size fits all’ approach is both simple and very successful. But record labels have always wanted to sell current commercial hit singles for more and their back catalogue for less. Hitherto, Apple have won the day and record labels have had to play by the Apple rules.

But if, as expected, the new Apple iPhone comes with 3G capabilities, that opens up another can of worms that has had Apple CEO Steve Jobs and record label bosses around the negotiating table again, this time to agree on mobile delivery licensing deals; and this time according to The Guardian, it looks like Apple are prepared to listen.

Reports that the record labels may have the upperhand and Apple are prepared to negotiate on their terms, follows the announcement of a two-tier pricing plan to download HBO TV shows, earlier this year.

Vodafone UK has realised the importance its customers are now placing on mobile internet use and has restructured its price plans to include access to the internet and email on their mobile as an integral part of the monthly price plan.

Currently Pay Monthly customers pay for additional internet bundle for £7.50 per month. But Vodafone UK will now include mobile internet access.

Vodafone Price plans start at £25 and customers who select a £40 or higher price plan will also for the first time have the choice of unlimited texts, unlimited landline calls or unlimited Vodafone to Vodafone calls.

Ian Shepherd, director of consumer for Vodafone UK said,

“Our customers want simplicity and services that are easy to select, buy and use. Today with our new price plans Vodafone customers have the confidence to browse for as long as they need with no extra costs when checking their e-mail, visiting their favourite social networking sites or making a final bid on eBay.”

Rumour has it that Apple are ready to launch a 3G iPhone this year.

Software developers are currently working on the Beta 5 version of the iPhone 2.0 firmware.

The screenshot (left) is taken from its Network Settings screen and clearly shows the ‘Enable 3G’ option.

Existing 8Gb and 16Gb Apple iPhone models are listed as “Currently unavailable” both here in the UK & in the United States; and stock is almost depleted in UK O2 stores due to the 8GB special offer price.

There is speculation that the new 3G iPhone could be unveiled at Apple’s WWDC08 - Apple Worldwide Developers Conference 9-13 June in San Francisco.

The Financial Times will be hosting a new Business of Mobile Conference in Brussels on 19 and 20 May 2008. Sponsored by Buongiorno, io Global and Solaris Mobile, the two day conference will take place at the Radisson SAS Royal Hotel in Brussels and aims to bring to life the business benefits of an effective mobile strategy.

With worldwide spending on non-voice mobile services set to exceed $250 billion by 2012*, the conference is designed as an opportunity for delegates to take stock of the rapidly changing mobile landscape and identify the right business models, partners and opportunities. It will also tackle how EU regulation will increasingly impact technologies and businesses and whether the mobile Internet is now a viable distribution channel for content.

Confirmed speakers for the Business of Mobile Conference include:

• Steve Main, CEO, Solaris Mobile
• Lex Fenwick, CEO, Bloomberg LP
• Dr Bernd Langeheine, Director Electronic Communications Policy, European Commission
• David Wood, David Wood, European Broadcasting Union
• Gareth O’Loughlin, General Manager, Mobile and Hardware Devices, Skype
• David Perlmutter, EVP and General Manager, Mobility Group, Intel Corporation
• Matthew Postgate, Controller of Mobile, BBC
• Geraldine Wilson, VP, Connected Life, Yahoo! Europe
• Matteo Montan, Integration Executive Officer, BUONGIORNO S.p.A.

These speakers will be addressing some of the following key themes:

• Understanding Mobile Media Consumption: It took the media industry several years to move a small percentage of content spending to the Internet. How long will it take to achieve content revenues on mobile devices?
• Predictions on Tomorrow’s Mobile Business: Where are markets headed and what does this mean for consumers, investment opportunities - and regulation?
• Delivering Mobile Content: Multi-media companies are pushing into the telecoms sector. How is convergence affecting content rights? How can content providers and distributors work together to ensure the end user receives the best deal?
• Lessons in Mobile Marketing: When will mobile content become commercially viable as a vehicle for advertising?
• Tomorrow’s Mobile Partnerships: The success of tomorrow’s value-added content services will depend on building the right partnerships. What new partnership developments can we expect over the next 12 months?

Further information about the conference can be found online at: www.ftconferences.com/mobile

* Portio Research, January 2008