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TheTMSway Weekly Radar on Mobile Marketing and Business

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Mobile internet revolution takes Zimbabwe by storm

Zimbabwe entered a new digital era last week Friday when the largest mobile phone network Econet Wireless launched its mobile broadband package available to their estimated 4.5 million subscribers.  Econet CEO Douglas Mboweni said this was the most ambitious project they had undertaken since 1998 when the company was launched adding the broadband would be pivotal in reconstructing the country’s economy. Reporting from Harare our correspondent Simon Muchemwa said three broadband packages were being offered; “On the Go” for customers on the move using internet capable handsets and laptops, the “@Home” package for home users surfing for leisure, school and light business and “@Work” for business users.

MMA announces 2011 Asia Pacific board of directors

SINGAPORE: The MMA (Mobile Marketing Association) (www.mmaglobal.com) has announced its 2011 Asia Pacific board of directors. The key focus areas for the new board will be to accelerate the growth of mobile marketing and advertising, oversee the release of next generation advertising and mobile marketing standards and best practices, streamline and foster the burgeoning mobile marketing marketplace across industries, collaboratively support industry self-regulation and consumer protection efforts, and oversee the production of enhanced industry measurement, metrics, and educational programs and solutions.

Asia-Pacific Drives the Boom in Global Mobile Handset Market

Emerging economies like China, India and Indonesia are ahead of other advanced countries when it came to buying mobile handsets, said market analyst firm ABI Research. In its latest report titled “mobile device shipment market data,” the research firm has predicted that the global shipment of mobile phones will have reached 1.34 billion by the end of 2010.

PLDT to transform into ‘multimedia group’ in 3 years

MANILA, Philippines – Two to three years from now phone giant Philippine Long Distance Telephone Co. (PLDT) expects to complete its transformation from a traditional telecom service provider to a “multimedia communications group,” a move seen necessary to arrest declining revenues. The phone giant has, in fact, started to move its subscribers away from traditional telco services over to the Internet by providing them with options—starting with mobile Internet browsing. Looking forward, the PLDT group also intends to construct a smart grid, which can deliver electricity from suppliers to consumers using two-way digital technology to control appliances at consumers’ homes.

Internet, Mobile at Forefront of Election Coverage

NBC’s “Nightly News” on Tuesday flashed a clip of Barack Obama speaking on the night he was elected president two years ago, with anchor Brian Williams remarking on how much younger Obama looked. Plenty had changed in two years, and news organizations harnessed firepower on the air and online to record a long, tough political night for the Democratic president. Republicans were making strong inroads in Congress, and it was clear from the coverage who was to blame. “This is about President Obama tonight,” Fox News Channel’s Bill O’Reilly said. Voters were saying, “Look, we gave you a chance and you’re not cutting it. It doesn’t mean you’re not going to cut it next year or the year after. But right now, you’re not cutting it,” he said.

Monetising the mobile Internet

We’ve all heard the big numbers: there are more than 4.6 billion mobile phones in the world, many countries have more cellphones than people and there will be more smartphones than PCs in most countries by 2013. The fact however remains that mobile advertising in 2009 accounted for a paltry $1 billion to $2 billion of the $460 billion global advertising market, even if growth rates are impressive at 20% or more per year in most markets

Analysis: Canada mobile market offers profit model for others

(Reuters) – Unlimited wireless data plans are almost unknown in Canada, and that’s a strategy telecom carriers elsewhere are starting to emulate as they look for ways to cope with booming demand and capacity limits. BCE’s Bell Canada, Rogers Communications and Telus Corp — Canada’s “Big Three” telecoms — command profit margins that are the envy of the industry. They have an historical advantage over their peers because Canadians accept that they have to pay for as much capacity as they use

Taiwan market: Chunghwa Telecom expects to reach 1 million mobile Internet-access subscribers in 2011

Chunghwa Telecom (CHT) plans to offer less expensive mid-range smartphone and tablet PCs to increase the number of its mobile Internet-access subscribers from 700,000 currently to one million in 2011, according to the company. Offering high-end smartphones by Apple, Samsung Electronics and HTC has driven the global smartphone market to take off, but in the Taiwan market less expansive models matched with relatively low monthly rates are key to expanding user bases, CHT pointed out.

Telecom Argentina’s 9-month earnings up 30 percent

Telecom Argentina S.A. reported Wednesday that its net revenues increased by 30 percent to 1.3 billion pesos ($325 million) in the first nine months of this year amid growth in broadband internet and mobile devices that foster text messaging and other added services. Earnings per share increased by 31 centavos to 1.33 pesos on Argentina’s exchange during the nine-month period, and the company’s American Depository Receipts rose by 38 cents to $1.65.

Deutsche Telekom confirms its guidance for the full year 2010

Deutsche Telekom confirmed its full-year forecasts after a strong third quarter. Excluding the effects of the joint venture in the United Kingdom, Deutsche Telekom expects to generate adjusted EBITDA of approximately EUR 20 million and free cash flow of at least 6.2 billion euros. At the end of the first nine months, adjusted EBITDA amounted to 14.9 billion, while free cash flow amounted to EUR 4.8 billion.

TheTMSway Weekly Radar on Mobile Marketing and Business

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Seven Significant Trends in Mobile Usage

Understand the landscape and how it’s changing. With mobile penetration in the US estimated by eMarketer at nearly 80% this year, and the increasing sophistication of handsets, there is a mature mobile market with a critical mass of users increasingly receptive to marketing and content. As the space becomes more important for marketers’ efforts, they must keep pace with the changing scene.

Nokia slams critics with redefined mobile strategy

At Nokia World in London the handset manufacturer shared its vision and strategy as it unveiled a new line of smartphones and new initiatives to help Ovi developers monetize their applications. The 2010 edition of Nokia World is already unique in Nokia’s history due to the recent appointment of Stephen Elop as the new CEO and the resignation of Anssi Vanjoki, currently executive vice president of Nokia’s Mobile Solutions unit. Needless to say there is lots of speculation about Nokia’s future.

Consumers expect more immediacy from mobile than email: ExactTarget exec

Immediacy is what differentiates mobile marketing from its email counterpart, according to an ExactTarget executive. While the two channels are complementary ones that should tie together in multichannel campaigns, the campaign that simply mimics an email strategy in mobile will fail. Marketers should adjust their tactics accordingly, said R.J. Talyor, director of product marketing at ExactTarget, Indianapolis.

Can new CEO save Nokia from mobile oblivion?

Mr. Elop currently heads Microsoft’s business division and previously held senior executive positions in a number of United States-based public companies, including Juniper Networks, Adobe Systems Inc. and Macromedia Inc. Nokia’s manifold challenges include its smartphone business, which has a relatively uncompetitive platform—Symbian—that is losing out to Apple’s iOS and Google’s Android. “The key issue here is user experience,” said Nick Jones, Egham, Britain-based vice president and distinguished analyst at Gartner. “Apple and RIM have shown that owning your own platform can be valuable, but it must be a platform people want to use, so one thing Steve must do is fix the platform strategy.”

Mobile data consumption continues to accelerate: study

Mobile data penetration rates are expected to reach 80 percent by the end of the year, according to Validas research. The mobile software provider examined data consumption from more than 74,000 consumers’ wireless bills for its “Wireless Data Consumption, Analysis and Trends, 2009 – 2010” report. The research indicated that the number of mobile owners using data in some form jumped about 15 points, from 35 percent to 50 percent, between the end of 2009 and the midway point of 2010.

How to measure QR codes to determine customer behavior

As QR codes gain traction in the United States and marketing departments embrace the technology in new campaigns, the need to measure their success becomes even more important. Once you take the plunge and add QR codes to your printed materials, implementing procedures to measure the code’s success is the next step. With the right software, it is possible to track how many scans a code receives, the location the scan took place, and even the time of day the scan occurred. Here are a several ways companies can measure the QR codes they include on their marketing materials to determine customer behavior:

Nielsen: Android Users Click The Most Ads, Followed By Windows Mobile And iOS

Nielsen today released a new study in conjunction with the AppNation conference in San Francisco regarding users who click ads in the various mobile platforms. Again, Android comes out a winner with roughly one-third of users having clicked on an in-app ad.  Surprisingly, Windows Mobile came in second with 29% of users clicking in-app ads, followed by Apple’s iOS at 26%.  Rounding out the top five, Palm came in at number three with 22% followed by Blackberry at just 15%.  ”Other operating systems” came in at number five with 24%.

The Influence of Mobile on Social Marketing’s Future

Mobile platforms and location-based networks could take social marketing to the next level. As the increase in smart device ownership helps put the mobile web in the pocket of more and more Americans, mobile will play a greater role in all forms of content consumption—including social media.  US marketers surveyed in June 2010 by PRWeek and MS&L Group believed mobile social would have important consequences for their brand.

What Marketers Can Learn from Global Media Trends

Making sense of worldwide shifts in media usage and ad spending trends. The global advertising and media industry has been going through massive changes in recent years, between the inexorable shift from traditional to digital channels and a recession that damaged markets around the world. To help marketers make sense of the often-conflicting data and shed some light on the trends that will have the greatest effect on their business, eMarketer collaborated with Starcom MediaVest Group to produce the “Global Media Intelligence Report.”

Research and Markets: China’s Mobile Advertising Market Grows in 2010 – Big Brands Take Action

This report is an update to “China’s Mobile Advertising Market: Sales-Oriented Ads First, Brand Ads Second” published in June 2008. The Chinese mobile advertising market has changed considerably since Chinese operators launched 3G services in May 2009. This report analyzes the impact of these changes. The network upgrade to 3G at the end of 2008, the increasing base of mobile Internet users, and the development of the mobile network have together created a growing market for mobile advertising.

Indian youth to spend $9 bn on mobile Internet by 2012

The operators in India definitely have a reason to focus on data services. According to a report by mobileYouth, the operators will earn $7.7 bn from data usage by youth in India. Also, the spend on mobile Internet by the young population in India will cross $9 bn by 2012. The report throws light on some very interesting facts about the mobile usage trends of the young mobile users in the country. The report says, the Indian youth are increasingly using their mobile handsets to access the Internet. For 75% of Indian youth, their first exposure to the Internet is most likely to be through mobile phone.

7 key trends mobile marketers need to know: eMarketer keynote

NEW YORK – An eMarketer analyst revealed seven key trends that mobile marketers need to know during a keynote address at the digiday: Mobile conference. Noah Elkin, senior analyst at eMarketer, New York, offered up the following list of trends shaping the mobile marketing space: No. 1 Mobile usage has become pervasive.

 ABI Research: Mobile Internet Usage And Mobile Broadband Technology Continuously Growing

According to the ABI Research report, approximately c of the world’s population will subscribe to mobile-broadband services and due to the increasing Internet-surfing smartphone users it will boost to 1.5 billion in 2015. Mobile Operator and mobile providers are starting to capitalize the increasing revenue growth in mobile broadband services, according to a new report.

TheTMSway Weekly Radar on Mobile Marketing and Business

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Big Potential for In-Store Mobile Marketing

“Consumers have already demonstrated that they like to research products online before buying them in a store,” said Jeffrey Grau, eMarketer senior analyst and author of the new report “Mobile Shopping from In-Store: A Potential Game-Changer.” “Until now, researching online and buying in a store have been sequential activities that take place hours, days or even weeks apart. But customers who bring their Web-enabled mobile phones with them into a store can do online research at the point of a purchase decision.”

Opinion: A New Publishing Frontier

For advertisers and marketers, e-readers — which captivate with their convenience, portability and access to a huge library of content — represent an exciting new avenue to connect with consumers. Already, owners of devices such as the Kindle, Sony Reader and Barnes & Noble’s Nook say e-readers are prompting them to read and access an increased amount of text. Apple’s iPad continues the devices’ evolution. But what do consumers want and expect from e-readers? Our research reveals insights into both this and how businesses can tap into this growing market. Here, our key findings:

A mobile strategy does not just mean rolling out an app: panelist

Although having a mobile strategy is critical, most companies do not actually have one, according to a speaker at the Luxury Interactive 2010 Conference. A lot of brands have an application and call it a mobile strategy. Companies such as Nike, Sephora and Ralph Lauren have applications and are incorporating other aspects of mobile into their multi-channel campaigns.

7 in 10 Consumers Act upon Mobile Email

Sixty-eight percent of global consumers act upon email they receive on a mobile device while using a desktop PC, according to [pdf] a new report from digital marketing firm e-Dialog.Majority of Consumers across Regions Act upon Mobile Email at PC. While the PC remains the primary manner in which consumers access their email, analysis from “Global Perspectives” indicates mobile email activity presents new challenges and opportunities for email marketers.

How the Entertainment Industry Can Move Beyond the Click

Interaction time translates to real-world branding impacts. Online marketers recognize the inadequacy of the clickthrough as an ad performance metric but still rely on it for its simplicity and ease of use. A joint study from comScore and MediaMind (formerly Eyeblaster) gives marketers in the entertainment industry reason to look further, to measures of interaction and dwell time, for a more accurate indication of performance.

Mobile coupons: What those savings really cost you

Invented over a century ago as anonymous pieces of paper that could be traded for discounts, coupons have evolved into tracking devices for companies that want to learn more about their customers’ habits. Although they might look similar to those in Sunday newspaper circulars, many of today’s digital versions use bar codes packed with information about the coupon: the date and time it was obtained, viewed and redeemed; the store where it was used; perhaps even the search terms typed to find it.  Increasingly, retailers are marrying this data with information discovered online and off, such as guesses about your age, sex and income, your buying history, what websites you’ve visited, and your current location or geographic routine — creating profiles of customers that are more detailed than ever, according to marketing companies.

Obama Proposes to Double Airwaves for Mobile Internet

President Barack Obama proposed today almost doubling the airwaves available for smartphones, laptop connections to the Internet and new wireless devices. Obama signed a memorandum that commits the U.S. to free up 500 megahertz of government and commercial spectrum in the next decade to meet demands for mobile access to broadband services. The proposals may face resistance from television station owners such as CBS Corp. and News Corp.’s Fox Broadcasting that gave up airwaves as part of their switch to digital signals last year, and have sought to keep their remaining allocation. Wireless carriers led by AT&T Inc. are seeking more spectrum.

More China Challenges For Google

If 2010 is anything, it is the year the Internet went mobile. In the U.S., the fast acceptance of the iPad, and then the iPhone 4, has shown that what was missing was not people’s willingness to go mobile, but the lack of good mobile infrastructure and user-friendly products. Now, Google’s Android mobile OS has joined the fray, offering Apple good solid competition, and offering consumers a wealth of products to choose from. Ever since Google launched Adwords in June 2002, the company has become a literal cash machine, offering consumers everywhere the capability, as advertisers, to launch highly targeted ad campaigns globally.

Mobile Web browsing volume greatest during evening hours: Opera

Marketers in the mobile space should pay special attention to the four-hour block from 8 p.m. to midnight, according to a new report released by Opera Software ASA. Opera’s State of the Mobile Web Report for May 2010 detailed usage statistics for a number of worldwide mobile Web browsing trends. Among key findings was the discovery that the hours from 8 p.m. to midnight see a disproportionate amount of the mobile traffic over the course of a day on the Opera Mini mobile Web browser.

Mobile Provides Valuable Link To Hispanic Demographic

The Hispanic population is a very mobile-savvy demographic, ripe with potential for brands reaching out to them, a new report published today by eMarketer suggests. Hispanics have their mobile phones with them more than African Americans and even more than non-Hispanic whites, the report suggests, adding that marketers who are just turning to mobile will “find a market well ahead of them.”

Mobile coupons help retailers track customers

Last month, Tara Kuczykowski walked into a Target store in Columbus, Ohio, pulled out her mobile phone and handed it to the cashier. The cashier scanned the digital coupon on the phone’s tiny screen, and Kuczykowski got $1 off sandwich-size Ziploc bags. Target got something, too: another entry in its database about her. Invented over a century ago as anonymous pieces of paper that could be traded for discounts, coupons have evolved into tracking devices for companies that want to learn more about the habits of their customers. Although they might look similar to the ones in Sunday newspaper circulars, many of today’s digital versions use special bar codes that are packed with information about the life of the coupon: the dates and times it was obtained, viewed and, ultimately, redeemed; the store where it was used; perhaps even the search terms typed to find it.

TheTMSway Weekly Radar on Mobile Marketing and Business

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Research and Markets: Tips, Tricks & Techniques for Mobile Advertising – What Marketing Executives Need to Know to Capitalize on Mobile Ads

In Tips, Tricks & Techniques for Mobile Advertising, ExecSense examines what marketing executives need to know to capitalize on mobile ads – everything from smartphone apps to interstitial advertising to traditional mobile direct marketing methods such as SMS or MMS messaging, as well as new opportunities such as the iPad.

Advertisers to find new ways to target consumers via mobile Internet

SINGAPORE : Advertisers need to find new and more interesting ways to reach out to regional consumers via mobile internet. In a survey, Internet search engine Yahoo said as much as half of the mobile users in emerging markets in Southeast Asia are surfing the web using their phones these days. More people in countries like Indonesia and Vietnam now have mobile phones to log onto the Internet. And they are using them to access the Internet because of factors like attractive tariffs, more 3G networks and affordable data plans. Mobile Internet penetration in Indonesia – the largest and fastest growing online market in Southeast Asia – jumped to 48 per cent from 22 per cent last year. In Vietnam, mobile Internet access nearly doubled to 19 per cent.

Samsung, Verizon Lead the US Mobile Subscriber Market

According to a new report from comScore, Inc., covering the three-month period ending April 2010, the leading mobile phone maker in the US market was Samsung, which accounted for 22.1 percent of the market. Moreover, the report, which was aimed at the mobile subscribers market, shows that Verizon Wireless was the leader in the carrier area, with market share of 31.1 percent.

Retail sales via mobile internet forecast to more than double in three years

Mobile phone users bought nearly £123million of goods in the UK in 2009 using their smartphones, according to a new report, and this figure looks set to more than double in the next three years. As total online retail spending in 2009 was £21.2bn – or a market share of 0.6 per cent – this means that by 2013, mobile internet sales could reach £275million, or the four per cent of the overall market, claim analysts Verdict and Ovum, who have released a joint study.

Smartphone Usage Set to Dominate Hong Kong Mobile Market

Hong Kong consumers are at the forefront of global smartphone usage. Almost half (48%) of respondents in Hong Kong own a smartphone, more than double the global rate of 23%. “Until fairly recently, smartphone or PDA phones were owned by a very specific group of consumers – mainly tech geeks and business ‘road warriors’”, says Marc de Lange, Director – Technology Sector. “But in the coming year, Hong Kong will reach an important milestone as more than half of all mobile phone owners start to carry a smartphone in their pockets.”

What politicians can learn from mobile marketers

The Obama campaign used SMS, mobile internet sites, apps, mobile video, mobile advertising and Interactive Voice response to get its message through to a previously disinterested, disaffected or disenfranchised electorate; clearly to great effect. It was thought that the Democrats’ use of mobile would change modern political campaigning forever, with political parties everywhere switching to copy them.

Mideast accounts for 5% of world mobile market

The Middle East accounted for five percent of the global mobile telecoms market last year, according to a report released on Wednesday. Last year, the mobile telecoms industry was worth $846bn, down slightly from $848bn in 2008, according to a report by market research firm Dataxis Intelligence. The Middle East accounted for five percent of the global market, or around $42.3bn.

Mideast to see fastest growth in mobile data

Mobile data traffic will be the strongest in the Middle East and Africa (MEA) followed by the Asia-Pacific and North America as revenue from voice gets saturated and operators focus on alternate sources of revenue. According to Cisco’s annual Visual Networking Index (VNI) forecast 2009-2014, the MEA will witness a growth at 133 per cent CAGR followed by the Asia-Pacific of 119 per cent and North America at 117 per cent. Global mobile data traffic will increase 39 times from 2009 to 2014, as per the latest figures from the networking major. By 2014, annual global mobile data traffic will reach 3.5 exabytes per month (or a run rate of more than 42 exabytes annually).

Email marketers ‘should step up to the mobile marketing plate’

Email marketing is undergoing an “exciting” series of changes which marketers need to keep abreast of, an expert has said. Writing for Media Post, Gretchen Scheiman said the changes were being influenced by mobile and social marketing. “While these channels are both far broader than email in many respects, there is a component of each that is simply ´messaging´. That´s where email marketers need to step up to the plate and take some ownership. Both are messaging opportunities that go to an inbox,” she explained.

MMA Publishes Whitepaper On Opportunities Presented By Oversize Mobile Ad Units

The Mobile Marketing Association (MMA) today published a new Whitepaper aimed at providing a comprehensive overview of the opportunities presented by oversized mobile ad units measuring 320 pixels in width or larger. With the growing availability of larger-screened devices like smartphones and tablets- brands, agencies and other members of the mobile marketing ecosystem need to understand the potential of engaging an audience using larger, rich media ads that were once not available on the limited screen real-estate of feature phones and first-gen smartphones.

Mobile social networking growing in US

New figures have shown that social networking is the fast-growing category of mobile-based web use in the US. The statistics from comScore – which could be useful to those deploying mobile marketing campaigns – show 14.5 million users accessed a social networking app in April, up 240 per cent on the same month last year. Online news apps were the second fastest-growing type of mobile app content, followed by those dealing with sports information.

Mobile advertising, a revenue source for telcos

Advertising, in the operator’s share of revenue, is still a very small portion of the pie. In 2009, mobile advertising revenue worldwide was estimated to be US $2 billion. This is expected to increase over the next 4 fours. According to Madan, approximately US $1.3B came from the US and Japan itself. With regard to future projections, Madan said, “There are many estimates. They range varies from US $12 billion to $19 billion, by 2014. It is still nascent so estimates are widely fluctuating.” In the India, the market is expected to be roughly about Rs. 500-600 crores in the next 2-3 years, which means around 500-600 crores in the next 2-3 years.

Mobile Internet surges in the Philippines at 5%

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Internet usage in the Philippine region has a dramatic surge from zero percent in 2009 to five percent this year. One very important factor seen to this notable growth is the attractive tariffs and demand for social networking, according to Neilsen Media Philippines’ Net Index study.

460_Map-PhilippinesIn a report published in Manila Times, the research firm said that affluent young Filipinos are expected to spend more time surfing on the Internet through mobile phones. Neilsen Media has seen this consistent trend given that the cost of mobile devices and Internet access in the region are going down.

The study has revealed as well the activities that drive to mobile Internet usage in the region with instant messaging on top of the list at 77%, followed by e-mail at 75%, and short messaging service (SMS) at 59%.

Meanwhile, the social networking sites (SNS) made it as the most popular social media activity at 53%, followed by user-generated content at 30%. Blogging and forums, on other hand, are considered the least popular activities in the region with 7% and 11%, respectively.

The Philippines has over 29.7 Internet users, and Manila is considered a home to the largest user-base Internet in the country. The study, in this effect, was able to provide a strategic picture of the country in terms of online activities, cross-media usage habits, lifestyles and psychographics to their brand preferences.

Advertisers in Africa allot more than 50% of interactive marketing budgets in Mobile

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Some of the biggest success stories in the mobile space came from Africa with advertisers in the region spent more than 50% of its interactive advertising budgets to mobile, Starcom’s Ravi Kiran said.

mobile-marketingThe African region became a hot topic among marketers during the Mobile Conversations 2010 conference in India as Starcom’s Ravi Kiran cited some of the biggest success stories in the mobile space, which actually happened in the region. In an Afaqs article, Mr. Kiran substantiated his points saying that more than 50% of interactive budget for the African region got routed to mobile marketing, compared to Asia (2.5%) and 1.3% to US and Europe regions.

Explaining to this inspiring occurrence, he said that one has to look at the unique mobile marketing services that are being offered in the region. The mobile is also the only pan-African social infrastructure in the region, and how it is connecting the African market nowadays has become a case study worldwide.

There were some other points raised during the conference, and Kiran ended up with an enticing tip saying that a “simplified language is required to convince marketers to invest in the medium”. Whilst mobile marketing is treated as another format of marketing, the principles of traditional marketing have to be applied as well.

He added, “We should tell marketers about how it can be used for marketing instead of talking or explaining the technology behind it. Also, we should encourage marketers to experiment with mobile marketing with scale.”

TheTMSway, the leading mobile company, picks 2 Strategic VP from FOX / Newscorp

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TheTMSway, a Hong Kong based company which provides a platform of services to create, manage, and distribute mobile campaigns in real time from any media (online and offline) to worldwide targeted consumers, has announced today that it has appointed Jonathan Ellis, a Senior Vice President on Sales and Partnership at Fox Asia; and Ben Money, a Vice President on Research and Strategic Sales at Fox Asia to assume roles at TheTMSway, following the recent appointment of jonathanBernhard Glock, a former Media Chief at Procter and Gamble.

TheTMSway welcomes Jonathan Ellis as new CEO of TheTMSway, and Ben Money as Managing Director on Strategic Sales and Data Management. The two are new line ups of the company executives who will be based in Hong Kong. Jonathan Ellis will be in charge of the company’s strategy and business development with Frederick Saurat, Co-Founder of TheTMSway, and Bernhard Glock.

“We are a young company with strong technology assets and a clear vision about the future of the mobile as a medium which must be considered as a real time bridge between brand media campaigns and consumers. I believe the success of a company is largely based on its team and with Bernard Glock, John and Ben we are starting to create a Dream team”, said Frederick Saurat, Co-Founder of TheTMSway.

TheTMSway will also launch this quarter a customization of its platform of services dedicated to Social Network markets, offering brands a mother board to manage their social engagement through different social networking sites (SNS).  The platform will provide the tools to deliver mobile coupons, invitations, and rewards directly from social posts driving the audience to the point of sales or events.

Bernhard Glock and Jonathan Ellis will provide their expertise and vast knowledge in the industry to guide the company towards global growth. Meanwhile, Ben Money will lead the strategic responsibility to organize the TMS metrics and data ‘Factory’.

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About TheTMSway Ltd

TheTMSway (www.tmsshortcodes.com) is a Hong Kong based company which provides a platform to develop, monetize, and promote mobile business. Based on a new technology (a new search engine of shortcodes), Telco’s neutral for real time interaction between Media and Mobile Internet, TheTMSway connects brands to consumers using the Mobile Medium as “1 click” bridge to engage in conversation and deliver personal content (marketing or transaction). In complement to its self-service platform www.tmsshortcodes.com, TheTMSway provides premium services for media and global brands.

TheTMSway Weekly Radar on Mobile Marketing and Business

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Audit Bureau of Circulations (ABC) To Audit Newspapers On Mobile

Acknowledging the growing number of readers who interact with newspaper content via mobile devices, the Audit Bureau of Circulations said its interactive unit, ABCi, is set to begin measuring newspapers’ mobile audiences, including readership on e-readers, through mobile Web browsers, and through free and paid apps on smartphones and Apple’s new iPad.

TV Business Market: TV stations online ad revenue to reach $1.4 billion with mobile

“Mobile is a new and upcoming medium, and television has a history of understanding new mediums and going after them,” said Borrell. Local online ad revenue of TV stations is anticipated to reach nearly $1.4 billion this year, according to latest study released by Borrell Associates and the Television Bureau of Advertising published in Broadcasting & Cable.

Singapore Reported to Serve More Than 100 Million Mobile Ads during March

At the Mobile Marketing Association Forum, Asia Pacific event held in Singapore last week, a nerd bumped into Jeff Merkel, Vice-President and Managing Director, APLA, of the world’s biggest mobile advertising network, Admob.

Mobile barcodes hit Entertainment Weekly, from Microsoft Tag

Next Fridays issue of Entertainment Weekly will have something a little different in it. The magazine is publishing 2d barcodes from Microsoft in the magazine, to give movie fans a way to see previews of upcoming movies.

Consumers are ready for mobile marketing – and it all starts with text

With 224 million mobile users engaged in texting, SMS has emerged as “the only form of mobile marketing to reach the entire mobile universe,” says a study into mobile marketing and retail published this week by Placecast, the company behind ShopAlerts.

How online and mobile are sales saviours for hotels

Hotels emerging from the global recession need to cultivate as many viable, sustainable revenue streams as possible. Vanessa Horwell, chief visibility officer, TravelInk’d explains how it can be done…

SMS only reliable communications channel during significant events

Working here gives us a unique perspective into the SMS traffic patterns from around the world – in fact, SMS traffic patterns from and to almost 900 wireless carriers. When some significant event occurs somewhere in the world, regardless of it being a local, regional or global event, it can and does affect text messaging to and from that locale.

Online and mobile advertising gains more clout

Online and mobile advertising is slowly but surely asserting its place in the advertising world forcing the traditional advertising agencies to embrace, otherwise become irrelevant, this new media to address a growing new market that is being created by the changing lifestyle of consumers. With this realization, the IMMAP (Internet and Mobile Marketing Association of the Philippines) was born.

How retailers are using mobile to drive consumers into physical stores

National Retail Federation RACie Award-winning firm Placecast today announces the release of a report titled “Retail Goes Mobile: Finding New Consumer Connections Through Mobile Devices” by Kathryn Koegel, President of Primary Impact Research.

Mobile media space expected to grow significantly in future: industry observers

SINGAPORE: The global mobile advertising space is set to grow nearly nine-fold in the next three years to as high as US$17 billion. The rapid growth is expected to result in mobile advertising accounting for about three to five per cent of the world advertising spend within five years.

McDonald’s LBS mobile ads achieve 7 percent CTR – Mobile Commerce Daily

McDonald’s participated in a pilot campaign showcasing Navteq’s location-based mobile advertising services and achieved a 7 percent click-through rate, while also driving consumers in-store.

Sony test program sees 36 percent of consumers opt for mobile tickets

Sony Pictures ran a promotion in which it rewarded participants with “Stepfather” and “Zombieland” movie tickets via mobile. Sony partnered with TPG Rewards for the test program that proved successful for both Sony and Regal Theaters, the largest theater chain in the United States.

Nestlé targets Hispanics with Carnation Evaporated Milk mobile site

Nestlé USA’s Carnation Evaporated Milk is giving lovers of Latin cuisine meal preparation help with a new mobile Web site and custom iPhone application targeted at Hispanic consumers.

SMS Marketing Reaches Users of All Ages

Mobile behavior varies dramatically across demographics: 70% of consumers age 18-29 say they send text messages using their mobile phone, compared with 49% of those age 40-49 and 11% of those age 65+, according to a Merkle Inc. study of mobile adoption and use.

Haiti Earthquake Relief Sees Mobile Giving Gaining Ground in Europe

In the wake of the recent Haiti earthquake, the Mobile Marketing Association (MMA) and its research partner, Lightspeed Research, have released the results of the latest Consumer Briefing reports into mobile giving in the UK, French and German markets, demonstrating that people are increasingly turning to mobile as a way of quickly donating to a cause.

2010: Local Mobile Ads Expected To Double

Business spending on mobile-marketing will more than triple this year as the category starts a soaring five-year growth trajectory, per a Borrell Associates. Local is the big news: Local mobile spending will double in 2010 as it begins a similar five-year boom.

TheTMSway Weekly Radar on Mobile Marketing and Business

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Consumers Seek Mobile Promotion Input

Input Makes Mobile Promotions More Acceptable. Marketers who send consumers mobile promotions such as coupons and discounts have a significant amount of built-in resistance to overcome, writes MarketingCharts. The percentage of consumers who say they are fine with getting promotions slightly declined from 13% in December 2008 to 11% in February 2010. However, the percentage of consumers completely opposed to mobile promotions also declined in that time period, from 31% to 26%.

Mobile Marketing Association Launches Canadian Council

During CTIA Wireless 2010 held this week in Las Vegas, the Mobile Marketing Association (MMA) (www.mmaglobal.com) today announced the formal launch of its MMA Canada Council.  The launch reflects the latest in the MMA’s efforts to establish regional presence with local focus across the globe.  MMA Canada is led by Michael O’Farrell, Country Manager for the MMA, along with Canadian council co-chairs Ross Buchanan, Director, Digital & Relationship Marketing at MolsonCoors and Andrew Osmak, SVP, Business Development & New Ventures at LavaLife.

India & China to lead global telecom sector capex spend to over $ 224 bn by 2015

The demand for mobile services particularly in the developing markets such as Indian and China will fuel the capex of mobile service providers across the globe to scale over $ 224.5 billion by the year 2015, says a new research from market research firm, The Insight Research Corp.

Mobile Increasingly Important for Small Biz

One-fifth of small businesses “could not survive” without mobile. Mobile and wireless technologies such as smartphones, Wi-Fi hotspots and laptop data cards are becoming more important for small-business owners, according to the “Small Business Technology Poll” from AT&T. More than one-fifth of respondents said they could not be in business at all without wireless technologies, and a further 43% claimed it would be a major challenge. That makes mobile and wireless critical for about two-thirds of small businesses.

Travelers Love the Mobile Web, study

Once upon a time, you had to bring travel guides, maps and paper tickets on every trip. Today, you can just take your smartphone and get access to all of this information without having to lug a couple of books and magazines around with you. Today, according to a new study by analytics firm Compete, 38% of smartphone users conduct travel research on their devices and 28% use their phones to book at least some of their trips and travel activities.

Brands urged to spend more on mobile websites

Brands have been urged to invest more of their mobile marketing budgets in creating an internet site designed specifically for handset owners. Although advertisers are frequently becoming happier to spend money on mobile marketing, industry commentator Kunur Patel claimed they are often missing out on potential customers by focusing on creating apps.

BRIC Mobile Giants Begin to Mature

The BRIC nations of Brazil, Russia, India and China share large areas and populations, fast-growing economies and rapidly expanding technology markets. Mobile communications have surged in recent years as a cost-effective means of connecting consumers spread across great geographic expanses.

Internet mobile marketing set to boom by 2012

Internet mobile marketing is growing, especially in the platforms of the iPhone and Android platforms. In fact, reports say that the emerging market will account form more than a quarter of revenue from mobile apps by 2012. The report also forecasted that mobile app downloads are set to rise for over 50 billion within the next two years. Revenue from these downloads are forecasted to increase by 62 percent.

AT&T Global Messaging 50 plan drops international SMS costs

Today AT&T announced its new Global Messaging 50 package. The $10 per month subscription lets you send 50 text, IM, picture, or video messages from more than 90 countries. The service, clearly not for messaging addicts, charges $0.40 cents for every sent message past the allocated 50. That’s a $.10 savings over the typical $.50 international message cost, or $1.30 for MMS texts. The service kicks off on March 20th.

Mobile Web users increase to 69.9M: Study

The number of mobile Web users increased by 4 percent to 69.6 million in the United States in January, according to Millennial Media’s SMART report. The increase is up from 67 million users and Millennial Media’s unique audience reach increased by 6.88 percent in January, from 54.3 million to 58.1 million unique users month over month to an 83 percent reach of the mobile Web. In addition, there was a third-party study conducted on the growth of mobile fundraising and its audience’s demographic.

Mobile coupon and barcode companies to benefit from the downturn

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A report from Juniper Research claims that companies sending coupons via mobile barcodes will enjoy a massive surge in the coming lean years.

According to the report, consumers looking for savings are far more likely to use targeted coupons sent direct to their phone. Read more