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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, April 29, 2013

Hanging on the Telephone

Are we waiting for mobile marketing to make a move?

Mark Bridge writes:

At the beginning of the 21st century I moved from Vodafone to work for its Vizzavi multimedia portal, wooed by talk of context-specific advertising that would one day use a customer’s location and search history to ensure any ads were precisely targeted. And I’m not the only person who’s been seduced. Consumers, ad agencies, client companies and mobile networks have all been promised much by mobile marketing.

Yet more than a decade later that kind of sophistication seems to be lacking from most mobile marketing messages.

As a result, I was looking forward to last week’s Hanging on the Telephone event. It promised a look at the challenges and pitfalls of mobile marketing… and a glimpse of the future, too.

Helen Keegan chaired the session with contributions from Rube Huljev of Infobip, Amanda Singleton from Qustodian, Stephen Jenkins of Millennial Media and Strategy & Innovation Consultant James Cooper.

Stephen pointed out that consumer engagement should be the main focus of mobile advertising. “Mobile needs to cut through everything,” he explained. “The banner is just the gateway to the content experience. Rich media allows you to do much more using the native characteristics of the device”.

Rube also emphasised the importance of targeting. “It’s not a shotgun approach with mobile, it’s definitely a sniper. The best thing you can get from mobile is knowing your user personally.”

James described the current mobile marketing environment as being a “sort-of Cambrian period where there’s a huge amount of innovation going on. Loads of new species emerging. We’re tracking over 200 different mobile ad platforms - and that’s just the ones we can find.”

Questions from the audience (and answers from the panel) covered a diverse range of topics including consumers who weren’t tech-savvy, future platforms for mobile marketing, the role of mobile payments, agency ad buying and the death of the mobile banner.

Finally, each panel member was finally asked what single step they’d recommend a client took to get started on their mobile journey:

Rube: “know thy customer”

Amanda: “personalise the messaging as much as possible”

Stephen: “build a mobile web site”

James: “devote people as mobile specialists”

Yes, mobile marketing has promised a great deal - and it certainly has the potential to deliver. Yet it’s clear from the discussion that the focus needs to be on more than just technological innovation.

As Amanda emphasised, the basics of traditional marketing are still as important as ever. The best-performing Qustodian campaign was successful because of its timing and content. “It was contextually relevant, it was interesting, it was really funny. Generally, if you make stuff funny, interesting and useful, people will engage with it.”

‘Hanging on the Telephone’ was recorded as a podcast for Heroes of Mobile. For more details, follow @heroesofmobile or #hotmf on Twitter.

Our programmes can be received automatically every week by subscribing free via iTunes or by using our RSS feed. You can also listen to this programme on our website audio player or by downloading the mp3 file.
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