Autograss Forum

In brief: The Meffy awards, the 10th annual MEM Conference (the Mobile Entertainment Market), and the release of a new must-read Smart Enablers Guide outlining how everyone can/must work together to deliver a good consumer experience and streamline payment. The last weeks have seen a flurry of activity and announcements around the Mobile Entertainment Forum (MEF) – the global trade body for the mobile media and entertainment industry. I discuss the key takeaways and progress made with Rimma Perelmuter, MEF Executive Director.

A raft of announcements and events from the Mobile Entertainment Forum (MEF) signals a new level of excitement and activity in the global mobile media industry. From the advance of smartphones and app stores to the widespread recognition that service enablers (offered by mobile operators and handset makers) are essential to the health and wealth of the entire business ecosystem, the industry is in a new phase of development and mindset. As Rimma Perelmuter, MEF Executive Director, puts it: “There’s a real sense in this $36 billion global industry that we are at a new stage of innovation. We’re seeing consumers around the world using their mobile phones as their key point of access to content and media, and the industry is evolving to make that user experience one that is more engaging and more holistic.”

PERSONALIZATION PLAYERS & VODAFONE 360

Against this backdrop, this year’s Meffy award is much more than a recognition of excellence and innovation. It’s a welcome confirmation that the industry is experiencing a true coming of age, striking out in new directions and defining new areas of opportunity around mobile apps, mobile commerce and cross-platform content and technology.

In fact, this year’s awards saw the introduction of seven new categories that reflect key industry trends and point the way to where the action is. A particularly important one this time around was content discovery and personalization, a category I developed together with Kim Arazi, Member Relations Director, and judged as part of my duties for the third consecutive year.

The decision was a tough one as always, and the range and calibre of companies focused on technology to unlock the value in profile data (demographics, browsing patterns, purchases) to generate real revenues was impressive.

One entry that underlines the tangible business value of personalization was Vodafone 360, the Vodafone app store. Here a personalization engine (powered by Xiam, a Qualcomm company), which provides recommendations based on user behavior, was at the center of the mobile operator’s strategy to deliver a richer retailing experience. The impact of personalization was measurable and Vodafone later revealed anayltics to Mobile Entertainment that show four times more customers buy on the basis of recommendation than on promotion.

Other entries included CSL MyNet Personalized Mobile Internet Service (powered by AMDOCS Interactive), another exceptional example of how personalization technologies are allowing operators to offer value in the off-portal space, and Taptu, a mobile search and discovery company making its mark by indexing the Mobile Touch Web to expose touch-friendly content people can enjoy on their touch devices.

MEFFY WINNERS & FANCHARGE

Another category that shows the coming of age of consumer engagement was mobile advertising. I also judged the category and was struck by the shift in mobile marketing approaches away from sales pitches to enhanced experiences. Indeed, agencies and brands are correctly embracing mobile as a mass media and focusing their efforts on innovative ways to place mobile at the center of a 360-degree experience.

An excellent example of this was the winning entry. Go! Go! Lions, an integrated mobile campaign carried out with the Seibu Lions, a Japanese major-league professional baseball team, used the Fancharge platform, an integrated suite of mobile marketing and fan engagement applications for live sports and entertainment, to deliver everything from content to coupons to commerce. (Click on the image below to see this impressive campaign — and thanks to Fancharge for sharing and hosting this video.)

Other Meffy 2010 Winners:

• App Store Blockbuster
  CBS Mobile for ‘NCAA March Madness on Demand’ [Check it out here]
• Business Intelligence
  Motally for ‘Motally’
• Consumer Experience
  FindaProperty.com for FindaProperty
• Content Discovery & Personalization
  Taptu for ‘Touch Search’
• Cross Platform Content
  Zed Group for ‘Planet 51’
• Cross-Platform Technology
  MTS for ‘Omlet.ru’
• Games
  PopCap for ‘Plants vs Zombies’
• Innovative App
  CBS Mobile for ‘CW City-Wize iPhone App’ [Check it out here.]
• Innovative Business Model
  Mob4Hire for ‘Crowd Sourced Mobile Testing’
• M-Commerce
  Wau Movil for ‘First Gateway Service Offer in Latin America’
• Mobile Connected Device
  Novatel Wireless for ‘MiFi Intelligent Mobile Hotspot’
• Mobile First Innovation
  Tata Teleservices for ‘English Seekho’
• Music Service
  Shazam for ‘Shazam Encore’
• Social Media
  Handmade Mobile for ‘Flirtomatic’
• Technology Innovation
  Layar for ‘Layar Reality Browser’
• TV & Video Service
  CBS Mobile for ‘TV.com Android & iPhone Mobile’

The MEF Outstanding Contribution award went this year to Dr. Andrew Hsu, the inventor of modern touchscreen technology for mobile handsets. Thanks to Rimma, Kim and the excellent team at Hotwire PR (especially Morgan Evans) for arranging a briefing with Andrew.

Andrew and I discussed how touchscreen has revolutionized the device landscape and explore progress and learnings around the Fuse, a prototype device that brings together captive touch with tilt-sensing, squeeze-sensing and haptics. An awesome experience and more in the podcast next week!

PODCAST WITH RIMMA PERELMUTER

Meantime, I caught up with Rimma Perelmuter, MEF Executive Director, to connect the dots in a long string of MEF announcements and releases.

While the Meffys are certainly a good way to gauge what’s hot and what’s on the horizon, the Business Confidence Index (BCI), based on survey of MEF members, is an even better measure of revenue and business trends in the now $36 billion mobile media market – up from $32 billion in 2009. Rimma walks through the results and discusses the opportunities for growth around smartphones, apps, payments and commerce. She also discusses the top three challenges: consumer awareness and trust, fragmentation and operating systems.

Based on the survey it’s clear that the industry must collaborate to create the business models that will allow everyone to make money on mobile media. To provide companies a roadmap to navigate this new terrain the MEF released a Smart Enablers Guide that builds on the organization’s existing initiative to show how access to service enablers (such as location information) can provide business benefits.

It’s a meaty document chock full of case studies and member survey results on topics including the role of the mobile operator, the spectrum of smart enablers, and the battle looming ahead in the value chain.

Contributions and columns I will be writing for the MEF publications and newsletters will go into more depth, but Rimma starts us off with a high-level overview of why this initiative deserves the support of all the stakeholders.

And finally, Rimma discusses the global agenda and progress in the MENA region. In mid-June MEF celebrated the co-founding of its first office in the Middle East. The office,  based at the  Qatar Science & Technology Park, an innovation hub, will be responsible for localizing strategic MEF initiatives. The Middle east was identified in surveys as a key growth market for the mobile media sector.

<META CONTENT=\The output is about 544 billion yuan, up 13.1% over 2007.
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  WEB2.0 social nettrade into a new favorite
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  WEB2.0 began in 2007, had sown the seed of hope for the network, blog, podcasts, dig-off , circle of friconclusions, videos, a concept of a many people feel because the network had new time is coming. However, when the time towards the exterminate of 2007, only social network fruition. October, Microsoft 240 million U.S. dollars eabandony sectionicipation Facebook1.6% sconsider,UGG Bailey Button Boot Chestnut, which means because this created in 2004 by Harvard student social networking sites, only 3 years to be worth 15 billion. This is somewhat similar to Google bought Youtube last year in October the case.
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  Today, social networking has been seen as the future development of the Internet, MySpace and Facebook, the giant development of hundreds of millions of users. China, as the second largest Internet market by the impbill from the U.S. Not surprevoltly, for young companies, social networking is still an open field of opportunity. Thus, China’s entrepreneurs are full of enthusiasm for social networking and impulses, in their encoufuryment, some areas of social nettradeing on the Internet started budding. In addition to almost exbillly the same with Facebook social network of university campus networks, as well as occupying a seat network, 100 million poly mesh, and many began to move closer to social networks or the development of related industry networking giant. End of the year, Facebook also enter the Chinese market in the country to seek comeans. Who gets the unknown, but the Chinese society is built on top of interpersonal communication, social networking sites should not exist in China \Although China’s social nettradeing site, mostly on foreign websites copy or transfer, but if we play to local powers,Herve Leger racer back dress, I believe the future will concanue to heat up this piece in the field.
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  integrate resources from various quarters preparing for the Olympic media
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  2008 is Olympic year, 2007, separate ways the media have begun to \China Central Television is the only television media to get the Olympic Games TV rights organization. CCTV is wayping up preparations for the 2008 Olympic Games educateing, gain experience, educateing team and educateing qualified personnel, integration of Taiwan’s program resources, and highlight the professionalism of the Olympic covefury, authoritative, let the world know China thhard the Olympics to show Chinese people a new spirit. CCTV first set, fifth set of programs have introduced the \Beijing 2008 \CCTV sports channel was officially adaptd to the Olympic rings as the symbol channel.
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  In the print media, the Guangzhou Daily Press Group, Tianjin Daily Newspaper Group, Southern Media Group and a number of newsthesis press agencies have developed short, medium and long-term Olympic coveirritation plan planning efforts to increase the introduction of the Olympic special issue. In addition, press agencies, press agencies and online media launched a bpath comeans between the vertical and horizontal. \; including Zhejiang Online, Shenzhen News, Sports Nettrade, including more than 20 newspapers joined the Sina website launched portal sites such as \
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  nettrade media in early 2005, Sohu will be to huge amounts of money to win an Olympic sponsorship. September 10, 2007, Sohu held a press conference in Beijing, officially launched its Olympic strategy. Morgan Stanley expects China’s online advertising market in 2008 reached 2.4 billion U.S. dollars in rate, compared with 2007, an increase of 45%, this is undoubtedly a huge cake placed in front of several doors. In front of a huge market, would not lag behind other network media. Sina played with the slogan \In addition, Sina, Tencent, Netease, TOM, MSN Chinese nettrade, Fenghuang Wang, China,Ugg Boots Bailey Button Fancy Chocolate, Yahoo form alliance Olympic covefury, crush the situation become clear.

mobile media market match, rapid warming
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  new media industry, media industry has been hailed as the most assignment value of a sunrise industry. 2007 new media industry has developed rapidly, especially in mobile TV,Lacoste Polo Shirts, car television, media, mobile status of industrial rapid warming light of the entire media industry. Meanwhile, the \
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  by the Xinhua News Agency, Xinhua, China Mobile started the \Break up a circulation of 30 million copies, which means because every day 40 people in China have received a \\delivery outside the public voice and mobile reader suggestions, as Internet users, mobile users and the media focus and researchers debate the hot sectiony.
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  3G Mobile TV is considered one of the main application time, for telecommunications and bpathcascang industries are enormous industry opportunities. Telecom companies can gain more information on fees and charges into traffic; broadcasting companies can obtain a new content distribution channels and realize new revenue processl. Norson Telecom is expected: in 2008 China Mobile TV subscribers will reach 52.2 million, the market rate of about 13 million; then, after two years of rapid growth, China’s mobile TV subscribers by 2010 the number will reach 97.5 million, the market rate of about 2.4 billion.
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  In fbill, operators in China in 2004 began to billively promote mobile TV applications. September 2005, China Mobile entire network of mobile TV service officially opened. In 2006, China Mobile and Shanghai Media Group to launch mobile TV services. August 2007, China Mobile has announced that China Radio International comeans in mobile television. China Mobile also said that the ongoing trial TD-SCDMA network is also about to start mobile TV (MBMS) test, and hopefully in early 2008, the official assignment.
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  2007 年 11 18, SARFT issued a notice, from November 20 CMMB law system into effect. Prior to this, SARFT has been convened in Beijing, Shanghai, Tianjin, Qingdao, Qinhuangdao, Dalian and other cities and six Olympic Games, Guangzhou, Shenzhen, on CMMB mobile TV network deployment testing tasks. Therefore, when the Olympic Games can be used in mobile phones to watch television, just around the corner.
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  Car TV is an important addition to the cell phone mobile media. As of February 2007, China has more than 40 cities one after another on a bus broadcast mobile TV. And authoritative research predicts China’s car from 2006 to 2009, the annual growth rate of mobile TV market will exceed 50%. Among them, the occasion to the Olympic Games, the 2008 year on year growth of more than 80% by 2009, China’s car sales of mobile TV market will exceed 100 million units.
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  2007, the public transportation mobile television advertising published cases of revolt prices. Survey in 2005 put the national automotive advertising market compared to be approximately 20 billion this year, 2008, the market will reach 40 million. Therefore, the car is hitcang the digital mobile TV advertising market structure. However, car mobile TV development has its own problems. Technological uncertainty, the relative profitability of a single processl, the content needs improvement constitutes a car mobile TV industry bottlenecks. Therefore, China’s car mobile TV can not collected a mature industry, the development of the space is very large.
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  competitive brand strategy as an important means of mass media
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  brand strategy is an important strategic industry match, the more intense market competition, the more obvious the role of brand strategy. With the development of the media industry and media market, increased match, brand strategy is morely becoming an important means of competition in the media. CCTV’s \cultural development strategy, an important component.
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  CCTV to \Chinese international channels, children channels, news channels, the economic channel, sports channel, military channel has successfully revised agriculture, the various channels of professional features and quality were enhanced. In 2006, the national TV channel satisfact and section satisfact survey, CCTV swept the two surveys in the top ten. In addition, CCTV has also attached great importance to enhance creativity, conducted by \brand name, the brand benefits of innovation system.
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  SMG Shanghai Media Group also attaches great importance to promoting the brand strategy. \On the basis of bpath group above another with the Beijing Youth Daily and Guangzhou Daily, joint, joint ventures, launched the \The current \SMG Group, with the world’s leading supplier of stock index, \
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  2007 the Southern Newspaper Media Group won the 2006 \award for 6 years. Southern Newspaper Media Group has become the newspaper brand management in a banner. \\) forum, the \phase (space issues, the next discussion, Yu Jian detailed in my blog)

3, trans-regional, cross-media development of new progress (space issues, the next discussion, Yu Jian detailed in my blog)

4, going out strategies to enhance its soft power (size of the problem,air jordans, simply extrbill)

in the newspaper, the \. in 2007, but also with Greece \Following the \adapts in industry structure (space issues, the next discussion, Yu Jian detailed in my blog)

6, from the media industry, the output value of the industry size, book publishing is the largest value category, from 2005 to three consecutive years, 2007 production value over 110 billion yuan. In addition, television advertising, newspaper advertising, magazine publishing, newspaper publishers, are all more than 20 billion production value of the category. mobile media and internet media have achieved rapid growth in mobile media in 2006 the total income reached 88.8 billion yuan, including mobile TV, mobile radio, mobile phone text messaging, mobile gaming, mobile TV, etc.; online media revenues of 25.2 billion, including online games, online advertising, online video, blog, various downloads and so on.
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  within the media industry, the increase in various industries, except newsthesiss and periodicals issued two industries, the output of other industries have varyent degrees of growth. The largest increase in 2005 output value is box office, an increase of nearly 90%. Several other industry is the largest increase in television advertising, journal advertising, radio advertising, cable television fees, they were more than 20% increase. In 2006 the largest increase in output is cable TV charges increase of more than 70%. radio advertising growth is also high, reaching 55%. newsthesis ad growth has been greatly improved over 2005, more than 20%. movie tickets

my blog: http://wo4.80.hk

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