Archive for September, 2007

PlayBoy on your Mobile, the website of the famous men’s magazine, is planning to bring content to mobile devices. In a deal with mobile content service provider Quattro Wireless, they’ll offer non-nude Playmate photos and lifestyle content like the Playboy Advisor column and the Playboy Joke of the Day. This content will be combined with targeted advertisements from premium sponsors such as AXE Vice body spray and Sony Pictures Home Entertainment. 

Playboy on your mobile

Web Goes Mobile – Subscribe now kindly invites you to the ‘Web Goes Mobile 2′ Seminar which will take place at Business Faculty, Brussels on Thursday, 8 November 2007 (8h30-14h).

The first edition of this seminar last year was very successful with more than 100 participants. On this year’s program we have invited a panel of leading national and international speakers. Representatives from Emakina (BE), Screentonic (FR) and eBay (BE) will be sharing their field experience on the Mobile Internet. Keynote speaker Tom Weiss (UK), author of ‘Mobile Strategies’ and ex-Vice President of T-Mobile will give insights in the most effective mobile strategies.

Subscribe now for this seminar – places are limited.
Program of the seminar (8h30-14h):

» PlazZza, the Mobile Market Place
Speakers: Olivier de Decker (Mobistar) & Karen Kennes (Proximus)» Moblog, building your Mobile Community
Speaker: Brice Le Blévennec (Chairman, Emakina)

» Mobile Advertising, the Next Media Channel ?
Speaker: Philippe Huysmans (VP International, Screentonic)

» eBay’s initiatives on the Mobile Internet
Speaker: Alexis van de Wyer (Head of Marketplace, eBay Belgium)

» Effective Mobile Strategies
Speaker: Tom Weiss (Author of ‘Mobile Strategies’, and ex-Vice President of T-Mobile)

Afterwards a free lunch is offered to give you ample opportunity for networking and knowledge sharing.

We hope to welcome you at this seminar in November!

Mobile MySpace

Yesterday, the successful American blogging site MySpace has launched a free version for the mobile phone. Like the web version, it is possible to send and receive messages and friend requests, to comment on photos, to post alerts, to update blogs, and to find and search for friends.
This mobile version used to cost $3 a month, but has now become free of charge. In return the user will receive mobile advertisements.
Read more in the Baltimore Sun.

Cold feet slows down mobile marketing

Mobile marketing offers great possibilities to advertisers: personalization, large reach, interactivity, … The expectations have been high for years and the growth analyses of reputed agencies are very optimistic. Yet it seems this market doesn’t seem to get jumpstarted in Belgium. What’s wrong and what needs to happen to get the development of this market started?

Déjà vu
The current period reminds me of the early days of the Internet (1998 – 2000). Back then the Internet was a promising new medium with new opportunities for advertisers. The expectations during those ‘hype’ years were very high, with a lot of enthusiasm of the media, advertisers and analysts. Yet the Internet has become a successful marketing medium only 7-8 years later. From this period we can learn a few valuable lessons.

Cases, numbers and evangelization
To get mobile marketing higher on the menu of large advertisers and media agencies, the sector needs to work on the following priorities:
1. Cases: the sector must collaborate with advertisers to work out cases in which mobile marketing is effectively integrated into advertising campaigns. The goal must be clear from the start: to invest in order to learn together.
2. Numbers: marketers and advertisers will only be convinced of the advantages of mobile marketing if these can be proven with strong numbers. These numbers must preferably be analyzed in the language of the advertisers. The efforts done by the IAB and InSites for BMB (Belgian Mobile Mapping) are without a doubt important steps in the right direction.
3. Evangelization: advertisers are in fact risk-fearing managers. For understandable reasons, they won’t easily change concepts that have proven good service for years. It takes a lot of energy and evangelization power to bring new ideas to these decision makers. An important role here is reserved for the telecom operators.

Don’t be afraid to experiment!

Don’t be afraid to experiment!
And yet, cases, numbers and evangelization won’t suffice. We need advertisers to be more courageous and willing to experiment. From the early years of the Internet we remember that the best results regarding impact and efficiency can be obtained by the ‘early adopters’. Though today click through rates on banner campaigns is merely at 0,1%, for the first campaigns it used to be above 3%! The honour, the sweat and… the results are for those who get over their cold feet first.

Do you want more insight and case study testimonials? Come to the Web Goes Mobile seminar, organized by on November 8th (see

Ultra Mobile Device, the new money maker

Lately we’re seeing a convergence of different technologies into one device. The Apple iPhone, probably THE hype of 2007, is the ultimate example: a mobile phone, MP3 player, and a PDA with WiFi all in one.
This kind of Ultra Mobile Device (UMD) will be the new money maker, gaining popularity among a wide audience in the next 5 years, and selling up to 95 million pieces by 2012, predicts ABI Research. The devices will be used to surf, to listen to music, to navigate, to telephone, to transfer data such as mail, instant messages and pictures, with more applications to follow.

Apple iPhone

Google launches AdWords & AdSense for Mobile

In July we reported that Google is working on a mobile search engine. This month, this mobile search is extended with the functionality of AdWords, Google’s advertising program. Early adopters can experiment with placing their search ads on the Google’s mobile search pages for free until Nov. 18.
Meanwhile, Google also announced their AdSense for Mobile program.

VW launches mobile traffic service

Volkswagen drivers in The Netherlands can now use their mobile phone to obtain road, traffic & weather information. Last month, VW has sent out a mailing introducing their ‘Volkswagen Mobiel’ service, which can be downloaded free of charge by all clients. This way, the car brand wants to constantly stay in touch with its clients and wants to give them a positive feeling and ‘something to talk about’.


Mobile bus tickets in Antwerp and Ghent

Today, a test project with mobile bus ticketing starts in the cities of Antwerp and Ghent. The project, a collaboration between mobile operator Proximus and De Lijn, is the first of its kind in Europe.

The concept is kept simple: you send a SMS message to a shortcode and you receive another message back, which serves as electronic ticket for the bus. If the test in Antwerp and Ghent goes well, it will be extended for the rest of Flanders in 2008. At the moment De Lijn only works with Proximus, so subscribers from Mobistar and Base can not yet participate.

De Lijn

Google patents SMS payment service

In May, we discussed several mobile payment services.

Google is jumping the band wagon, this week patenting their new Gpay service. Google has yet to communicate on Gpay, but the sms payment service should become available on every mobile phone, smartphone and PDA. It will allow to pay small amounts with a simple SMS message and also to transfer money to another person.

Explosive growth expected for Mobile Entertainment

According to a recent report from the market research bureau Informa Telecoms & Media, the worldwide market of Mobile Entertainment will more than double in the coming 5 years, with an expected revenue of 38 billion dollar in 2011. For suppliers and transporters of mobile music, TV and video services and mobile games there are some pretty years ahead.

Mobile music services remain popular
Mobile music today represents about two third of the revenue of mobile entertainment services. In 1998, this industry took a moderate start with the supply of monotone ring tones. The past few years it has grown out to become a worldwide billion dollar business, a strong resource of revenue for the music industry.
Typically, a distinction is made between personalisation services (for example ring tones, ringback tones) and consumption services (full-track downloads and streaming). While the personalisation services are stagnating, a strong growth is expected for the consumption services. This growth is driven by alternative prices of data transport, more bandwidth and better, more personalised search engines.

Mobile TV and video, the future killer app?
Since a few years, mobile TV and video services are being labeled as the future ‘killer app’ for the mobile phone. The introduction of high quality displays, 3G networks and adapted content ensure the build-up of a significant user base. A positive push for mobile video is also expected from Web 2.0 video sharing applications, which allow the mobile phone to be used as a recharging device.
We will still have to wait a few more years for the general use of mobile TV in Belgium. For the time being, the price tag of data services, the limited penetration of adapted devices as well as the lack of clarity concerning transmission protocols are the main obstacles. On the positive side, we notice a good collaboration on this domain between the mobile operators and the television corporations.

Mobile games

Mobile games, especially popular in Asia
Despite the fact that mobile games represent more than 10% of the mobile entertainment revenue, they are only used frequently by a limited group of ‘early adopters’. In most Western markets only about 5% of the subscribers have already bought mobile games. On the Asian markets, in particular South-Korea and Japan, that number is already a lot higher. For many game producers such as Ubisoft and Gameloft, mobile games already mean a higher revenue than the traditional console games. This market will further grow as a result of larger ‘try-before-buy’ possibilities and the introduction of online multi-player games on mobile platforms.

It goes without saying that the mobile phone is ultimately convenient for the consumption of entertainment. To give this industry further impulses in Belgium, it will be necessary to have adapted prices for data traffic as well as an accelerated penetration of multimedia devices. Which means a lot of work for the mobile operators, especially now they’re confronted with decreasing revenues from mobile calls.