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Thursday, November 18, 2010

More than 100 million European mobile users have received SMS advertising

A new report from research company comScore says 100 million mobile phone subscribers in the UK, France, Germany, Spain and Italy have seen SMS advertisements. In addition, more than 57 million subscribers said they’d seen an ad on their mobile phone when browsing the internet or accessing an application.

This means that SMS ads reached 43.6% of the estimated 230.5 million mobile users in the ‘EU5’ countries, while web or app ads were recalled by nearly a quarter of the total mobile audience.

Most SMS ads were for products, services or brands. These reached 26.3% of mobile consumers, with 5.7% responding to the ads. Conversely, SMS ads asking for charitable donations were seen by 4.2% of people, with 11.6% of recipients responding.

Overall, smartphone users were twice as likely to be exposed to mobile advertising as the average mobile subscriber. In the UK, nearly two out of three smartphone users (62.7%) recalled having seen an ad while browsing or using an app.

Jeremy Copp, European VP Mobile at comScore, said “While the majority of mobile adverts are still effectively distributed via SMS and good response rates indicate acceptance among mobile phone owners, the growing smartphone adoption across all EU5 countries continues to enable the emergence of richer mobile advertising. Mobile web and app ads increase the possibilities of accessing prime audiences and provide advertisers with additional marketing opportunities beyond traditional mobile techniques.”

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Opinion Articles

4G doesn't come to Three

Mark Bridge writes:

Earlier today, Three.co.uk published a blog post headlined “4G comes to Three”. But it hasn’t.

I spent most of this morning here at Mobile World Congress muttering about the blog before returning to it this afternoon. And suddenly it’s changed.

The blog post remains. The headline is completely different. Now we’re told “Three to launch leading edge 3G service”.

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How far does it go, mate?

Geoff Varrall of RTT writes:

About 15,000 years ago some indigenous Northern Australians decided that they needed a more efficient way of talking to each other than just shouting a lot.

And blowing into a long cylindrical tube proved to be just what was needed and seriously useful fun – the dawn of the didgeridoo.

Trumpets and bagpipes were invented at about the same time. The ancient Greeks used the trumpet in battlefield communication to devastating effect.

The way you can tell that your didgeridoo is better than everyone else’s didgeridoo is to blow into it and see how far the sound goes.

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Last week at The Fonecast: 20th February 2012

Mark Bridge writes:

Any sufficiently advanced technology is indistinguishable from magic. So said Sir Arthur C Clarke.

Last week’s magic was supplied by imaging company Scalado, which announced a new product called ‘Remove’. The clue’s in the name: it can automatically remove unwanted people from photos taken on a mobile phone. Expect to see it on a handset near you before too long.

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Last week at The Fonecast: 13th February 2012

Mark Bridge writes:

It’s not been a good week for Nokia staff, with 4000 of them likely to lose their jobs from factories in Finland, Hungary and Mexico. The company says it’s moving device assembly to Asia, where it’ll be closer to component manufacturers. The three scaled-down factories will remain open with a new focus on smartphone customisation.

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Could a new legal framework for FRAND principles end the mobile patent wars in 2013?

Mark Bridge writes:

I’m not the first person to point out that mobile phone patent battles are raging all around us. They’ve been going on for years.

However, the topic of FRAND patents - those designated as ‘industry standards’ and therefore required to be licensed on Fair, Reasonable And Non-Discriminatory terms - has become an increasingly newsworthy topic.

In the last couple of weeks we’ve reported on an EC investigation into Samsung’s licensing of mobile patents and a Motorola/Apple legal battle that involves FRAND licensing.

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