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Ofcom helps protect customers against unexpected roaming charges

Ofcom helps protect customers against unexpected roaming charges

UK service providers must notify customers when they connect to a different network

New rules from UK telecoms regulator Ofcom will protect customers when they use their mobile phone on a foreign network. In addition, customers will be alerted if they are inadvertently roaming, perhaps because they're near an international border.
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Global smartphone market is set for recovery, says new forecast

A new forecast from research specialists Canalys shows the smartphone market is set to recover next year. Worldwide shipments declined by 12% last year but that decline is expected to slow to 5% this year.
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Vodafone and Three plan to merge their UK businesses

Vodafone and Three plan to merge their UK businesses

New Hutchison/Vodafone network would be biggest UK operator

Vodafone Group plc and CK Hutchison Group Telecom Holdings Limited have agreed to combine their UK telecommunication businesses, respectively Vodafone UK and Three UK. The merger will create a large new network operator to compete with Virgin Media O2 and EE.
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UK mobile payment service Paym to close in March 2023

UK mobile payment service Paym will close on 7th March 2023. The service, which allowed users to make and receive payments using their mobile phone numbers, was launched in 2014.
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Qualcomm legal action moves forward in the UK

Qualcomm legal action moves forward in the UK

Which? seeks payout for Samsung and Apple smartphone owners

Consumer protection organisation Which? has been given permission by the UK's Competition Appeal Tribunal to represent Apple and Samsung smartphone buyers in a legal case against chip manufacturer Qualcomm.
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Opinion Articles

Monday, December 24, 2012

Are brands missing a trick with mobile?

Dave Katz writes:

It has been reported recently that consumer spend via mobile is on the increase this Christmas. Further confirmation has come from research indicating that 20% of the expected £4.6bn of total online shopping will be carried out using smartphones and tablets.

Dave Katz, Managing Director of Ybrant Digital UK

If consumers want to browse, research and purchase via mobile, then is it not something of a surprise that only 7% of adspend in the UK currently goes on mobile?  Isn’t that the best channel for brands to be communicating through?  The statistics above not only demonstrate how we have progressed in terms of technological growth and how we interact with brands digitally as part of our everyday lives, but they also hide the massive disparity between the investment in time from consumers on mobile device versus the money spent by brands in that same space.

Shopping on mobile has doubled in two years - almost 40% of the UK population has now shopped on a mobile at some point. However the percentage of total online adspend on mobile devices remains at around 1%. It poses the question, are brands and agencies still underestimating the power of mobile?  The basic theory of advertising is that brands seek to be placed in front of their audiences, whilst maintaining as positive an RoI as possible. Therefore if an entire medium is under- valued, there is clearly a huge amount to be made by advertisers that over-invest in that medium, ahead of their direct competitors.

This year in the UK, 16% of all search queries were made via mobile, a growth rate of 60% since 2011. This growth rate will have probably doubled by 2013, and many brands could have missed out on an obvious and rewarding mobile advertising strategy. Those that choose to ignore the growth of this medium, in a sense have failed to understand what the customer wants.

Where not stating here that mobile is the number one digital marketing channel, quite the contrary, you need a lot more tools in the toolbox to achieve the objectives of a competitive retail brand these days. But as a global mobile ad network, and from a group perspective as a global media company, our proven track record in integrated online campaigns taught us that including mobile as an important element in your plan is vital. There aren’t too many service providers out there that can say that based on experience.

It is worth considering how prominent a part of your marketing mix mobile currently is. If it is no part at all – then there is a clear opportunity. It is likely that your competitors are also not overly active in mobile either – so you have got time to steal a march on them. It is also worth considering that about 40% of all Facebook page impressions in the UK are now on mobile – so if you can find a Facebook specialist like Ybrant Digital that is also a mobile specialist (we served just under 2bn mobile ad impressions last month; and as a PMD we are certainly one of the leading experts globally on marketing in the social space) then there is an enormous opportunity to make hay right now, whilst the sun is shining. If nothing else, you might find that Santa leaves you an extra present under the tree this year.

Dave Katz is Managing Director of Ybrant Digital UK.

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Recent Podcasts

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Doug Suriano of Tekelec talks about net neutrality for mobile networks

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Ofcom prepares the UK for 4G, WAC joins the GSMA and O2 talks about compensation

Podcast - 25th July 2012

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