Mobile Focus 2008 Stockholm Media Event

MobileFocus2008 event - Mobile Media is King -
Summary
from Thomas Lidforss - Business Dealmaker by Thomas Lidforss (aka tlidforss)

The Mobile Focus 2008 event took place on Nov. 6, at Kista Science Tower, Stockholm,
http://www.sciencetower.com/

A quick summary of this event can be summed up as 3 quot;mustsquot; and some marketing and technology
tidbits.

 Ease of use a must
 Flat data plan at a quot;reasonable pricequot; a must
 Easy content monetization models a must
 Adobe Air mobiles and INQ OS vs. Apple OSX, Google Android, Microsoft Windows Mobile,
Nokia Symbian
 Big belief in LTE with a faster time to market than earlier technologies
 Nokia quot;Yes We Canquot; be better than Apple, Google and Microsoft
 Self publishing, Social networking Services (SNS) and media publishers will drive markets
 Mobile media will the driver
 Mobile TV is personal TVBridging paper and mobile media

.
Details from this event will come in newer blog posts from Thomas Lidforss International

MobileFocus2008 event - Introduction and Mobil
magasinet
Introduction to the MobileFocus2008 event by Linus Brohult, chief editor Mobil magazine.
http://www.mobilbusiness.se

Linus talked briefly about the big rise, finally in mobile data by quoting info from TeliaSonera who
has reported a 430% growth. This gives though a skewed impression, most of that growth has come
from the USB dongles for quot;Turbo 3Gquot; laptop modems but later we could see that statistics from
TeliaSonera's introduction of iPhone.

Mobil Business is also publishing a very good mobile phone and services magazine. Interesting to see
that they just like most PC Magazines started performance benchmark testing to get score values for
both performance as well as real live test on battery lifetime. Battery lifetime varies wildly on 3G
phone from just under 3h to over 8hrs. Good to know if you are hunting for a useful phone for
continuous internet use. Recent issue includes good tests of all new (except BlackBerry Storm) 3G
touch phones.

More from this event will come in newer blog posts from Thomas Lidforss International

MobileFocus2008 event - Who will drive mobile
media?
quot;Media companies and mobile operators - Who will drive mobile media?quot;
Morris Packer from Bonnier AB, responsible for mobile media presented

Who is driving the media? - Mobile media is quot;the mediaquot;
http://www.bonnier.com/Default.aspx?epslanguage=EN-GB

Morris presented a story about the first 5k days of the web and it is all about the economy stupid
quoting Bill Clintonquot;. Morris also used an example; They ran an ad for Spotify the music streaming
service offering 4k free invites in the daily paper Expressen, http://www.expressen.se , the give away
invites offer disappeared right away
quot;Media companies and mobile operators - Who will drive mobile media?quot;
Morris Packer from Bonnier AB, responsible for mobile media presented

Who is driving the media? - Mobile media is quot;the mediaquot;
http://www.bonnier.com/Default.aspx?epslanguage=EN-GB

Morris presented a story about the first 5k days of the web and it is all about the economy stupid
quoting Bill Clintonquot;. Morris also used an example; They ran an ad for Spotify the music streaming
service offering 4k free invites in the daily paper Expressen, http://www.expressen.se , the give away
invites offer disappeared right away.

User generated content is also a key driver, an example, the Bambuser company allows everybody
with a 3G camera/video phone to become a reporter and get the news streamed via

http://bambuser.com
Bambuser is used for - online streaming TV from this event

Mobile broadband, blogs, twitter and streaming are changing how elections are done. Just see what
happened in USA for the 2008 election.

 Mobile media is driven by the users
 Bluetooth used for peer communications between users (kids who don’t have internet service
on their phones) for videoclips
 Email has become a service for old people
 Multimedia and live streaming for new generation of users
 Consumers are the new media creators

Another little story, you have to remind people nowadays to call 112 (in US 911) to report an accident
before, you send in a video clip to the newspaper.


MobileFocus2008 event - Learning from Asia's
mobile market for your future
Benjamin Joffe, CEO +8* and founder Mobile Monday Beijing presented “The invisible media
revolution: learning from Asia's mobile futures”

Benjamin Joffe founded http://www.plus8star.com +8* is a cross marketing company focusing on
China-Korea-Japan markets.

Benjamin presented mainly views on China, Korea and Japan mobile markets and users.

The World-wide mobile market is 3.3B users, of that

 Asia 40%
 ROW 12%
 North America 8%
 Latin and South America 11%
 Europe 29%

The 3G market is >70% in Korea and Japan. In Japan more than $1B market for mobile music.

The mobile TV market is >30% in Korea and Japan. 70% of all phones are TV enabled.

D2 Communications, a mobile marketing firm says the mobile ads market is $700M, ads are using
QR coded ads.

Blyk an ad sponsored UK MVNO operator is e.g. targetting 15-25 year old people, free phone
service plus about 200 SMS per month. http://www.blyk.co.uk/

Good examples of money making mobile services in Asia:

Mobile auctions MobaOku (DeNA) in Japan has $7.4B m-commerce in Japan.
http://www.dena.jp/en/services/ecommerce.html#mbok

Mobile books example 2M books sold (of one book) for about 8 Euro apiece. Benjamin also stated,
one major reason for good penetration of mobile commerce in Japan is that they introduced a flat fee
data plans already back in 2004.

The last example concerns Mobile SNS (social networking). In a sharp contrast to almost
everywhere else in the world, in Japan, Korea and China, social networking services are profitable
including the mobile version.

Good examples;

The mobile social networking site mbga in Japan has 10M users with communities of games.
http://www.mbga.jp/.pc/

The mobile social networking site mixi in Japan http://mixi.jp/ has 10M users

The mobile social networking QQ in China http://qq.com/ has 50M mobile users and 520M USD in
revenue with 87% coming from users.

The mobile social networking site cyworld in Korea http://www.cyworld.com/cymain/index.asp has 6M
users where 80% of revenue coming from users.

Finally, Asia is getting a mobile lifestyle infrastructure, use of 3G plus flat-fee data means media
drives mobile services, devices and indirectly need for infrastructure.


MobileFocus2008 event - Is mobile content
revolution here? Views from Norway

Mikal Rohde, Schibsted, Head of mobile busines, Schibsted Corp. presented, ”Is the content revolution
for mobile phones a reality now?”

Mikal represented views from Norway. He started his career with marketing at Netcom, GSM mobile
operator in Norway.

Opinions from Mikal:

 The value UIs and ease of use for a user
 Walled garden is a dead concept
 flat-fee reasonably priced data is needed
 more ad paid services
 internet with mobility
 20k iPhones represents about 50% of all internet traffic vs 5M other phones

UI friendly is the key to success, even the new Nokia's are too hard to use still

Google's strategy with Android+Chrome+AdWords = key indication of a driving direction for the future

Use all advantages of knowing about the user to build useful services, quality on ads needed. The
next big wave is ads on the mobile internet and by 2011 $12.8B market according to Gartner group.


MobileFocus2008 event - Your daily newspaper
goes mobile

”The Daily Newspaper goes mobilequot; - presented by Jan Helin, Aftonbladet, chief editor and publisher,
http://www.aftonbladet.se

Jan started by presenting his views on use of mobile phones in Japan. Another interesting comment
about the philosophy at Aftonbladet internet, use your gut feeling and decide to do something even if
you are not quite sure it will be a big hit. This was the case for introducing scannable tags in the
printed newspaper, the quot;beetaggquot; project.

Reflections from Japan;

 Simple media business model in Japan
 Too complex and expensive business model for content providers here in Sweden
 UI simplicity, press a button and the service works
 Low flat fee broadband

The quot;Beetagg projectquot;;

Introduce the use of tags for printed media used to get a direct connection with your readers.
Importance of taking a strategic decision to go even if you don't know where you will end up

Results;

1. Worlds first paper with a moving image - use tag click on phone ad in paper and get a
video on phone

2. Makes an paper article longer - see pictures from an event
3. Have a dialog with the readers - vote on a question
4. Service personalized to your needs - get the updated news for an item
5. Customer clubs and ad solutions - just started this part of the project

What is a quot;Beetaggquot;?

Beetagg from Connvision is used for coding, QR and Datamatrix not good enough quality (to use on
daily newspaper paper quality), the reader can also as an open solution reader, read these other two
open standards. Support is there for secure solutions also where you can verify that use user e.g. only
can click once and participate in a survey or buy something.

Some user statistics after the introduction day:

 45k clients downloaded of which 8k iPhone
 100 - 1k clicks per tag

Sony, ICA, PhoneHouse leading commercial partners. All Swedes and Swedish companies on the
directory website http://www.hitta.se have a tag

Connvision Sweden has a site for design of your own tags for web/blog, see http://www.beetagg.se/

UPDATE: Aftonbladet awarded quot;the Gold Mobile 2008 (Guldmobilen)quot; for this project.

http://www.aftonbladet.se/tagga/article3715093.ab


MobileFocus2008 event - New TV-habits demand a
new TV service
”New TV-habits demand a new TV service” presented by Johan Wahlberg, web strategist at SVT,
http://www.svt.se/

Johan presented the views on TV from a mobile point of view.

What is the mobile from a TV point of view?

 an internet channel
 short and fresh info
 on demand

Limitations due to price, phones,

Mass market eventually with a potential for

 interactivity
 always on consumers

Requirements:

 flat fee reasonably priced needed
 again Johan pointed out the UI ease of use a must


MobileFocus2008 - Experiences, conclusions from
Mobile-TV

”Experiences and conclusions from mobile TV trials” presented by Stefan Vlachos - Viasat head of
mobile TV
http://www.viasat.se/Mobil-tv (side note: the company home page does not work properly in my IE7
browser)

MTG - ViaSatToGo service is available to Tele2 customers, http://www.tele2.se/

About 30 channels right now.

What people say they are going to use and what they do use is the complete opposite;

Here's what they do use:

1. Entertainment 80%
2. Sports
3. Music
4. Kids stuff

5. News

Of the 30 channels, most people use the scheduled areas/channels not on demand views

What is the value of mobile-TV?
-mobisodes - no
-made for mobile - no
-where and when
-why

Conclusion: value of mobile TV - it's your personal TV


MobileFocus2008 event - Media goes mobile, views
from Yankee Group

quot;Media goes mobile” presented by Declan Lonergan, Yankee Group, Vice President, Head of research
YankeeGroup (YG)

Declan used statistics and experiences from Vodafone in UK.

Voda UK most searched;

1. Facebook
2. Bebo

1. eBay
2. Windows Live

Voda UK most visited;

1. Facebook
2. Google
3. BBC
4. MSN

5. Bebo
6. SonyEricsson
7. Yahoo
8. MySpace
9. Windows Live

Mobile universe vs. Advertising universe? - complementary values and crossover activities, mobile
greatest attribute is combo of personalization and ubiquity.


MobileFocus2008 event - Social networking goes
mobile, here's comes the ink, INQ Mobile

“Social networking goes mobile” by Ashley Benigno, INQ Mobile and Hutchison, Mobile Futures
Strategist
Ashley presented the new company INQ Mobile http://www.inqmobile.com/ sponsored by 3,
http://www.three.co.uk/

They have a quot;INQ OSquot; kind of platform which is Qualcomm Brew based with a simple but efficient UI
for the new INQ phones. Speed and simplicity of pre-integrated apps into the new device makes the
use almost instant. They have followed the concept, press a button or one click and the service in
question should work right away without delay.

The INQ phone is based on the previously developed SkypePhone S2. The phone has one click
access to Facebook, MySpace, Skype and 3's portal.

quot;Internet communicators that anyone can usequot; is their slogan. I like this concept with a model for a
quot;cheapquot; phone, easy one touch access to the most commonly used services. INQ mobile's approach is
not to compete with smartphones which they consider too expensive for a big mass market but still
provide quot;cheapquot; easy access to internet services.


MobileFocus2008 - Future of Mobile Applications
according to Nokia

“The future of mobile applications” by Eric Hugo Ovi by Nokia

Eric gave a brief introduction of Ovi by Nokia, the software approach to the Nokia. He showed a
professional video presentation that did not actually say very much about Ovi, more giving a quick
history lesson (I do remember when Nokia used to sell winter tires for cars that all taxi liked during the
winter season) and emotional connection to the future. It was very much like Obama - quot;Nokia, Yes We
Canquot;
Eric used himself, a south african living in Sweden with family relatives in Italy and South Africa as an
example of how international a mobile world has become. A funny little thing, while Eric let the video
present itself, I clicked on the Nokia Ovi website and got error on home page, don't know if you so far
only can access service in UK where it is being introduced.

Ovi by Nokia is the brand

Context is the differentiator for Ovi

 Maps on Ovi
 With social networking
 Open for all developers
 Files on Ovi for your web information
 Comes with music
 Share on Ovi

Ovi by Nokia is being introduced by Orange in UK.

 130 pounds with pay as you go
 40 pounds per month

I think this the correct approach but as they say quot;the devil is in the detailsquot;. I think Nokia's positioning
of Ovi and attempts to quot;open sourcequot; the Symbian environment will determine if this is going to be
a success. Now when more and more mobile phone companies seem to give up on using Symbian, I
have some doubts about Nokia's attempt to become the number one against Microsoft, Apple and
Google. I think Nokia feels the quot;heatquot; though from the Apple iPhone success and recent Google G1
phones with Open Handset Alliance and Android not to ever forget Microsoft with big muscles. Nokia
does really understand the consumer mobile phone and lifestyle market, so from that point of view, the
odds look good.

MobileFocus2008 - iPhone changed the rules for
mobile internet

”iPhone and the changed rules of the game for mobile internet” by Ulrika Steg, Product Manager
Consumer markets, TeliaSonera

Ulrika presented the impact from the Launch of the iPhone.

 28% more data traffic in their 3G network after 1 week, since 160% more data traffic
 Most iPhone users browse outside their portal (the way it should have been everywhere
from day 1 when internet access was possible on a mobile phone!) vs. non-iPhone users
 User cost control important
 iPhone users feel they have internet in a pocket
 80% of buyers men under age 35 and half live in big cities (I think this also depends on the
fact that in big cities you do have 3G coverage, I know a friend of mine living out in the
country in northern Sweden and as he put it, quot;you have to climb up in a f%%%ing tree to get
phone accessquot;)

The good thing about the iPhone launch, it forced the mobile operators to start thinking about how to
offer value priced quot;flat-fee likequot; data plans. Telia has come up with pretty good plans so far, at the
expense of higher price for the phone. The Metro daily paper actually made up a plan, buy cheap
Ryan Air tickets, fly to Rome Italy in the morning, buy the iPhone, fly back home and you save a lot of
money. But this is just the beginning of smart touch phones with turbo 3G access, more phones have
just been introduced and more competition from Tele2, Telenor and 3 will mean better and better data
plans. It will be interesting to see what happens here in Sweden when the new Nokia 5800
XpressMusic phone starts selling at the 279 Euro price for an unlocked phone.


MobileFocus2008 - Get Flashy with Flash a new
nd
channels for rich mobile multi-media

”Flash in your mobile - channel for a rich multi-media massmarket” by Michael Berman
Telenor/Mobilstart and Patrik Nilsson, Adobe

They presented launch of new Rich Internet Applications (RIA) applications and quick snapshot of the
history, how we got here;
PS -> PDF -> Flash -> Air (flash/XML/HTML)

Adobe has created an Open Screen Project to promote Adobe Air among other tools (the Creative
Suite, CS4 Master Collection is the quot;Goldquot; standard to go for). The open Screen Project includes most
chip vendors, Verizon Wireless and SonyEricsson among other companies.

Mobilstart is heavily using Adobe applications and together Michael and Patrik showed a really good
live demo of verious news (http://www.svd.se http://www.dn.se), weather and sports sites displayed on
a mobile phone. Adobe is pushing hard to get away from todays environment where you have to
develop mobile phone applications (very time consuming and expensive in the mobile phone
developer environment today, with too many phones and too many OS environments). You should
also not having to think like a computer user navigating between applications all the time.
Mobilstart by Telenor is offering gateway services for content providers that work with all mobile
operators in Sweden, free to sign up and test drive.


MobileFocus2008 - Simplifying the mobile internet
media
“Simplifying the mobile internet media” by James Pearce, Vice President, CTO DotMobi,
http://mtld.mobi/

I missed this presentation, got stuck discussing with several vendors in the exhibition area. I know all
the important companies are sponsoring dotMobi, primarily to simplify the creation of mobile friendly
sites and the awareness for everybody with a website what it meas to deliver the best possible user
experience on a mobile phone. The best information about dotMobi is the following TypePad blog;

http://dotmobi.typepad.com/

I myself use MoFuse, they make it extremely easy to create a dotmobi website. See,
http://tlidforss.mofuse.mobi


MobileFocus2008 - Mobile phone, your personal
media center

“Mobilen, det personliga navet i mediavärlden” by SonyEricsson.
I missed this presentation also, heard they presented your mobile phone (or as some people say here
in Sweden quot;nallenquot; Swedish for your presented the mobile as the driver andlittle quot;teddy bearquot;) as the
king for your personal media. I know after some discussions that SonyEricsson likes a lot the Adobe
Open Screen Project and they are also working a lot on Android, so I would not be surprised to see
next year some drastically new mobile phones coming out, if SonyEricsson just can improve their
financial results. I have also got the impression that SonyEricsson is kind of losing its interest in
Symbian as a platform. My bet is we will see more Windows Mobile and new Android phones and
support for Adobe services.

The flagship model X1 has already been sold out in Sweden.

SonyEricsson has also an interesting concept with the Xperia panels open developers, you can
customize Xperia phone models by designing your own panels. Will be interesting to see how well this
concept will be picked up.


MobileFocus2008 - The LTE revolution, mobile
multi-media nirvana
“The LTE-revolution” by Mr. X (oops, forgot to write down his name)

Ericsson presented their views on LTE (Long Term Evolution standard):

 Wider pipe
 Flat architecture

 Focus on self optimization and self configuration services in network

Overall goal: Lower the TCO and better radio spectrum flexibility

Converge the LTE/HSPA and LTE/CDMA paths to provide infrastructure that works anywhere in the
world. This is a requirement in the present standardization work for release of 3GPP R8

Major operators around the world on board for this strategy; Verizon Wireless, China Mobile, NTT
DoCoMo and Vodafone

For those readers that need a technology update, see the Agilent presentation.

LTE Protocol Primer
LTE Protocol PrimerPopout
View SlideShare presentation or Upload your own. (tags: protocol agilent)

Ericsson did not say one word about WiMax, they are clearly pushing for LTE as soon as possible.
They are also targeting mobile 150 Mbit/s as a technical goal. I cannot wait until I can get my hands on
such a mobile phone.


MobileFocus2008 - 4G will make media providers
the new mobile operators

“4G enables media providers to become mobile operators” by Reidar Mouhleb, ZTE

Reidar emphasized ZTE's deep involvement in all infrastructure technology areas and their end-to-
end solutions for an all-IP network with Software Defined Radios (SDR) for LTE.

He also believes the rollout and deployment for LTE will be easier than people think, reflecting back
to mid 90s with GSM/GPRS data access where the big differences in network existed between circuit
switched telephony equipment and packet data IP products made everything a lot more difficult. GPRS
once
deployed became obsolete and upgraded to EDGE and then in parallel 3G was deployed. HSDPA as
add-on, then quickly HSUPA, the now being deployed HSPA infrastructure. So conclusion was LTE
will come faster than people think. LTE chipsets in 2009 and later next year the first mobile devices
with new LTE chipsets.
It is interesting to see both ZTE and Huawei have such a big presence in the quot;Silicon Valley of
Swedenquot;, Kista more or less across the street from Ericsson.


MobileFocus2008 - Learn about new rules for your
media rights by Twobirds

”New rules for media rights” by Helene Miksche, Senior Legal Counsel, Bird&Bird
http://www.twobirds.com/

Helene gave an overview of different activities going with the EU countries to harmonize the media
rights' rules across the borders. As an example STIM the old community which collectively distributes
based on rights can no longer work exclusively in Sweden, againt EU rules.

International Confederation of Authors and Composers Societies, CISAC, http://www.cisac.org/ has
recently come up with a new agreement from July 2008 which you have to follow. Not very entusiastic
readings unless you are a lawyer. Bird & Bird has good information on the company website, so help
yourself to a better understanding of media
rights.


Mobile Focus 2008 Stockholm Media Event

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