1 ME66_Final 26/7/10 15:50 Page 1

FOR EVERYONE IN MOBILE CONTENT AUGUST 2010 ISSUE 66 WWW.MOBILE-ENT.BIZ

INSIDE THIS ISSUE

MOBILE ENTERTAINMENT
Gettin’ down with Uplinq
What was brewing in San Diego
Aural pleasure
App makers – don’t neglect sound
That’s a bit rich
Mobile ads get all flashy
...and loads more

Equality
street
50 women making an impact
in mobile content
02 ME66_Final 20/7/10 12:10 Page 1
3 ME66_Final 26/7/10 16:17 Page 1

CONTENTS AUGUST 2010 | ISSUE 66

FEATURE STOP PRESS, GO FORWARD

Working in a new media industry like mobile
makes you acutely aware of changing business
models. And when you're a journalist, this
awareness is sharpened by the fact that it's not
just happening to those you write about: it's
happening to you.
Penning all those stories about apps, e-
readers, paywalls and so on – well it's pretty
thought-provoking.
Here at ME, we're very excited about these
new technologies. And again, not just because
they give us a chance to report innovation and progress by others, but
9 CLASS CEILING because they challenge us to ask ourselves questions about how we
It’s not a man’s man’s man’s man’s world. And thank God for that. Men can be so inform and entertain.
tiresome, with their endless sports chat and ill-fitting chinos. Here’s to diversity, In the last year, we've invested heavily in our online presence,
we say. And here’s to the women making an impact in mobile content… launched an iPhone app and established our Monetising Mobile
conference brand. Meanwhile our awards and Meet-Up networking
FEATURE events go from strength to strength, consolidating their collective
position as the industry’s best community-building destinations.
All this activity has inevitably moved attention away from the print
title that started everything off. Let's be honest, in a world in which
immediacy rules, it's becoming harder to justify the effort required to
maintain a well-designed print publication.
We need to go where our readers are. Today, that's overwhelmingly
online. Which is why we've taken the decision to close the magazine.
Our last issue will be October.
Yeah, it’s a bit sad. But for the team here, it’s also a tremendous
16 ON THE UPLINQ opportunity, freeing us up to commit more time and resources to web,
ME went to San Diego to find out what Qualcomm has planned in BREW,
apps and events. Ultimately, it’s all about giving you speedier and richer
power-saving displays, healthcare, augmented reality and more…
access to news and analysis.
And that process will start immediately.
INSIDE THIS ISSUE In November we launch a re-designed website incorporating:
 Richer social media integration
4 OPINIONS  Video interviews
Why mobile is perfect for 3D, and a warning about iPhone myopia.
 Video options for advertisers
 Revamped recruitment resource
12 SOUNDS INTERESTING  Customisable content
App makers need to think about audio ‘design’, says Condiment Junkie
 Deep content archive (cross-referenced by company/product)
 Industry directory
14 AD’S NEXT? The re-launch will continue the amazing progress we've made
What’s the alternative to the banner? And do we really need it?
online in the last year. Key to that process was hiring the peerless
mobile journalist Stuart Dredge as online editor. His contribution
19 EMERGENCY CONFERENCE undoubtedly helped us go from 36,000 uniques a month to 80,000.
ME’s next Monetising Mobile event will be on emerging markets. Be there!
That’s enough to convince us that pretty much anyone connected
with mobile content anywhere in the world is now reading ME online.
22 PRIZE TIME Mobile content has changed drastically since we launched in 2005.
The ME Awards are open, so sort yourself out and enter now. It’s free.
Today, because of smartphones and apps, it's right at the centre of the
world. Thanks to the investment we've made and the expertise of the
24 JOBS team here, ME has become premier source of news, analysis and
Who’s in? Who’s out? Who’s shaking it all about?
community for the burgeoning content industry.
It might not be on paper any more, but we're ready to begin ME’s
36 DISCONTENT
next chapter.
Usually something in here about sex.
Tim Green
25 MARKETPLACE  YOUR GUIDE TO THE MOBILE CONTENT INDUSTRY Tim.Green@intentmedia.co.uk

Download the iPhone app!

Available for free at the iTunes app store
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on 01992 535647 or email katy.grant@intentmedia.co.uk now!
4 ME66_Final 26/7/10 15:35 Page 1
57 per cent
...of Android apps are free,
says Distimo. No wonder.
In some regions, you can’t
buy even if you want to.
IN BRIEF
No Nexus Two
Google has confirmed it will not be
repeating its experiment in the
hardware space. There will be no Nexus
Two, despite Google’s claim that the
first device was a massive success. Eric
Schmidt, Google’s CEO, told The Daily
Telegraph that the Nexus One served
its purpose of pushing the abilities of
the Android operating system, and
paved the way for succeeding devices
like the HTC Desire. He insisted it was
never meant to grab significant market
share in the hardware space. Of course,
where the Nexus One failed was in its
attempt to kickstart an online sales
model for handsets and thus loosen the
grip of the operators on the retailing of
devices. This was a disaster, with
Google accused of mishandling the
logistics involved.
LG to make Android tablets
Korean handset
maker LG is set to
launch the Optimus
series, a multi-
platform range that
will include
smartphones and
tablets. The devices range from entry
to premium level, and there’ll be
around ten launched in the second half
of this year. First up are two android-
powered smartphones, the LG Optimus
One with Google and the fashion-
focused LG Optimus Chic. The latter
incorporates the Android 2.2 Froyo OS.
Intriguingly, LG will be introducing its
first tablet device as part of the series
later this year. This makes it one of the
first companies to use Android to ‘do
an iPad’ – and it accelerates the
blurring of the lines between
smartphones and bigger form factors,
and the companies making them.
Embed with Appsfire
App discovery startup Appsfire has
launched a new App Store search
widget, which can be embedded on any
website or blog. The company
describes it as ‘a cool, neat widget to
be placed on your blog, on your site or
on your web page, that will search the
app store in a fast and elegant way’.
The widget lets users search for an
app, and brings up a list of suggestions.
Appsfire says it will share commissions
on revenue generated by the widget
with websites that embed it.
Kin canned
Microsoft has ditched
its Kin handset after
just a couple of
months on the
market. The devices
were aimed at
bringing messaging,
social features and music to young
people in the US. Now, after a change of
personnel, Microsoft has made the
decision to focus on the Windows Phone
7 launch and will not ship Kin in Europe
as planned. It will incorporate ‘valuable
ideas and technologies from Kin into
future Windows Phone releases’.
4 | August 2010 Mobile Entertainment
5 billion
The world has five billion
mobile subs, which means there
are 1,697,254,041 more to go
before everyone has a phone.
OPINION
Three form
Never mind TV and cinema, it’s mobile with its speedy
replacement cycles that will embrace 3D first, says
Movidius’s Sean Mitchell…
I
t would be hard to have missed mention of 3D
content over the last year. It seems to have
been everywhere.
Due to heavy marketing by film studios and OEMs,
consumers have been led to believe that the most
natural home for 3D entertainment content is cinema
and television. But they’re wrong. The place where 3D
entertainment is going to get the quickest, strongest
traction and really gain widespread acceptance before
moving into the rest of the market, is mobile phones.
The market potential for 3D entertainment is clearly
huge. Cinemas have seen huge returns on ‘3D event’
films such as Avatar. TV manufacturers are pushing the
latest 3D-enabled sets. TV stations are marketing events
that are most naturally suited to a spatial dimension;
sports and
documentaries, while
console manufacturers There is a real possibility
such as Nintendo and
Sony are producing
that mobile 3D platforms
various devices using 3D will outstrip other content
gaming technology.
However, cinema going delievery platforms, and will form
is an occasional treat; an
event. It’s not something
most consumers’ first experience
you can experience day- of owning 3D technology. Once
in, day-out. And people
only tend to buy new TVs again, the mobile phone is
every six to seven years.
Essentially, manufacturers
going to lead the way.
are having to play off the
desire for 3D against the expense of buying a new TV.
And remember, half of the world has already spent
money updating to HD LED TV sets; they’re not likely to
pay for an entirely new set so soon.
In terms of technologies you can own, and therefore
integrate into your life, mobile phones are not only
cheaper than TVs and games consoles, but, critically,
refreshed about every 18 months. Contract expiration
periods and heavy subsidies ensure that the latest
mobile technology is delivered to the hands of
consumers in a way that is now semi-institutionalised.
It’s always been that way.
Mobile phones have proven very adept at picking up
consumer trends such as imaging, video and internet
early in order to differentiate themselves. To be honest,
up to now the technology hasn’t really existed to
reproduce a high-quality 3D experience on mobiles. But
with the latest advances in processing, screen and
88m minutes
That’s how many
minutes of World
Cup coverage were
served by MobiTV.
power technology, it’s now happening. It looks
likely that 3D will feature heavily in next year’s
handset launches.
A very important factor is that mobiles are generally
held about ten to 14 inches from the face. This is
regarded as the ‘goldilocks zone’ for personal 3D; the
sweet spot for 3D screens that do not require the user
to wear 3D glasses, such as the ‘autostereoscopic
parallax barrier’ screens used in Nintendo’s new 3DS 3D
handheld gaming console. This is critical to the mass
adoption of 3D on phones, as 3D glasses – expensive
and cumbersome – are a barrier to adoption. Very few
people would bother to carry around 3D glasses all
the time, let alone continually take them on and off
every time the phone is needed.
Phone cameras can also
easily be placed at the
perfect eyes’ distance apart
(the intraocular separation),
at either end of the
phone, to achieve effective
3D images.
A simple thing that’s also
generally overlooked in the
context of 3D is the small
size of mobile phones, and
their constant presence in
your pocket. This makes
mobile phones ideal for
‘immersive’ video recording
of everyday life. A pocket-
sized phone can easily be moved up to, into and around
scenery and objects in a way that brings the best out of
3D. This, twinned with the fact that video editing is also
about to hit phones in a big way, adds up to an
enjoyable UGC (user generated content) experience.
There are also some really exciting licensing
possibilities here. Networks and phone manufacturers
can make some serious money out of 3D content due to
its likely perception as ‘premium’ content. This will help
it to explode.
I believe there is a very real possibility that mobile 3D
platforms will outstrip other content delivery platforms,
and will form most consumers’ first experience of
owning 3D technology. Once again, in terms of mobile
entertainment content, the humble mobile phone is
going to lead the way.
 Sean Mitchell is CEO of mobile multimedia
processor company Movidius.
www.mobile-ent.biz
12 ME66_Final 30/6/10 10:47 Page 1
6 ME66_Final 26/7/10 17:33 Page 1

Four in five 1bn 8,810

...phones will offer GPS by 2011, The seven figure mark has been Microsoft responded to web
says iSuppli. That's up from 56 per passed for Android downloads, rumours that the Kin sold 503
cent in Q1 2009. So now you says AndroLib. And there are phones with an official figure of
know where you are. 85,000 apps to choose from. 8,810. Still terrible, of course.

IN BRIEF OPINION
Sony Ericsson posts
E12m profit
The Swedish handset
maker Sony Ericsson
has continued its
rehabilitation,
posting earnings of
e12 million for its
Majority rules
second quarter Forget the hype around apps, and think about what works
ending June 30th, compared to a loss
of e213 million in 2Q09. It’s the second for mainstream users – especially those in developing
successive quarter that the firm has
posted a net profit, following earnings
markets, says Buzz City’s KF Lai…
of e21 million in 1Q10. Sony Ericsson’s
sales for the quarter were e1.76 billion,
a 25 per cent increase sequentially and sophisticated smartphones. Browsing technology has

a 4 per cent increase year-on-year,
from 11 million units shipped (down 20
per cent). The improved performance
was underpinned by good sales of
Satio, Xperia and other smartphones.
Admoda doubles mobile
ad traffic in a year
UK ad network Admoda has continued
its rampaging progress: it now serves
over 7.5 billion ads per month with
sister firm Adultmoda. The firm, which
is entirely self-funded and in profit, has
grown steadily since launch four years
ago. And it's done so despite rejecting
around 70 per cent of all publisher
registrations in order to maintain a
high quality of sites and apps for its
advertisers. It also recently updated its
customer interface to include an
overhaul of country and handset data
presentation, a new campaign planner
for advertisers and a comprehensive
revenue breakdown per country for
publishers.
Wave in a million
Samsung has sold
one million units of
its flagship Bada
phone, the Wave.
The announcement
should be a source
of pride for the
handset firm, which has gambled on
creating its own smartphone platform
for its higher-end devices. The firm
also makes Windows, Android and
Symbian phones so its Bada move
raised some eyebrows. The success of
Wave should help vindicate its strategy
to build a platform that can deliver an
ecosystem and act as a source for
apps.
If you want an Android
app, do it yourself
Google has launched the DIY App
Inventor for Android, with a view to
encouraging product development for
those with no programming knowledge.
Google says the platform can be used
for everything from games and quizzes
to social apps. It also lets people tap
into Android features like GPS and
text-to-speech, as well as external sites
like Twitter. The DIY space is currently
dominated by third party firms like App
Makr, although Nokia offers something
similar called Ovi App Wizard.
I
f companies are serious about making money from
mobile, they mustn’t be dazzled by the latest
technology. Instead, they should focus on
understanding consumers and their engagement with
their phones – how they use it, when they use it, what
they use it for. Only then will they attract and retain the
large audiences that in turn attract large ad revenues.
The current hype around the App market is a perfect
example of how companies are putting technology
ahead of their audiences. Due to all the hype around
the space, many companies seem to think that all they
need to do to create a profitable mobile strategy is to
develop an app.
But apps can’t help companies reach the large
audiences advertisers value. Apple’s iPhone accounts for
14 per cent of the global
smartphone market – and
the smartphone market is In markets where
only 17 per cent of the
total population of
accessing the internet via
mobile users. the mobile is cheaper and easier
Far better to invest
time and money trying to than via landline connections,
understand your consumers are hungry for
audience. This is of
particular importance if exciting content. And if this can
you are planning a pan-
European or even a global
be offered at low cost funded
campaign. Consumer through advertising, large
interaction with mobile
phones differs greatly audiences will follow. It’s
between regions as does
the sophistication of
a win win for advertisers
handsets. So mobile
strategies must be tailored accordingly.
At BuzzCity we are continually asking our
communities for first hand feedback. We use this info to
develop new content platforms that attract large
numbers of consumers who remain engaged with, and
loyal to, the platform.This is something that rates highly
on an advertiser’s list of priorities.
Our latest venture – the free mobile gaming platform
Djuzz – is a case in point. The fact that we are able to
provide the content free of charge is due to the revenue
we can generate from advertisers, attracted to the high
level of interest and engagement from consumers.
The high consumer figures can also be attributed to
the fact that the content is accessible via the mobile
web and as such consumers do not require highly
been available for many years and so doesn’t receive
the column inches of the latest App or augmented
reality device.
But if it’s a diverse and profitable audience you’re
after, it can certainly deliver the results.
Since it launched in January 2010, Djuzz has served
12.8 million free games to 22.6 million unique visitors
across Java, Symbian and Android. We’ve learned that
the service reflects events in the real world, with the
most notable example being the World Cup.
Djuzz delivered 8.3 million games to 14.8 million
uniques in June. That's up 295 per cent in terms of
downloads and 335 per cent in terms of unique visitors
from May. Prior to the World Cup, football games grew
on average 64 per cent in
monthly downloads but
between May and June
this grew to 709 per cent.
Other sporting events
such as The Indian
Premier League, World
Twenty20 and various
international cricket
tournaments in the first
six months of the year
also saw increased
downloads of cricket
games by surfers in India,
Bangladesh and Sri Lanka.
Developing content on
accessible technology
platforms is becoming
ever more important as
the markets in the emerging world start to develop and
offer significant opportunities for growth.
In markets where accessing the internet via the
mobile is cheaper and easier than via landline
connections, consumers are increasingly hungry for
exciting new content and if this can be offered at low
cost through advertising, large audiences will follow.
It is a win-win scenario for advertisers who are also
able to promote their brands to what is often an
entirely new market for them.
For those companies interested in tapping into larger
and more profitable communities of mobile users, the
only strategy to use is one that ensures audiences and
not technologies, take centre stage.
 KF Lai is CEO of Buzz City

6 | August 2010 Mobile Entertainment www.mobile-ent.biz

07 ME66_Final 26/7/10 14:56 Page 1
08 ME66 Monetising Mobile 26/7/10 13:18 Page 1

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sin es
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n et dat
o up ew pp
M n a
et bile the ne
G o n ho
M o iP
E
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How to get ahead in emerging markets

India • Brazil • South Africa • Middle East • And more

Tuesday, September 28th

The Soho Hotel, 4 Richmond Mews, London

Conference & Dinner from £199

Gold Sponsor

An ME Event

For sponsorship and delegate booking information contact:

Katy Grant on 01992 535647 or email katy.grant@intentmedia.co.uk
9,10,11 ME66_Final 26/7/10 16:43
These senior sisters are making mobile a more equitable and diverse industry for us all. Hurrah, we say. Clockwise from top left, they are: Forrester’s Julie Ask, Sony Ericsson’s Balbir Blugan, Layar’s
Claire Boonstra, US Cellular’s Mary Dillon, Fox Mobile’s Amelia Gammon, Shazam’s Beatrice Farina, Vodafone’s Lee Epting, Cherry Media’s Julia Dimambro
Head girls
N
ow that everyone from the retired
schoolteacher to the teenaged
school-leaver has a smartphone, it’s
safe to say that mobile content has finally
pulled away from its techno-centric roots to
emerge blinking into the glare of
mainstream adoption.
Mobile is for everyone. It’s supposed to be
a communications medium, stupid. So we
should expect its businesses to be reflect its
diverse appeal.
To be honest, it doesn’t. Not yet. Those
male-oriented tech roots endure. But
talented women are in evidence, and we’re
pleased to namecheck some of them here.
As ever, we may have missed some out.
Please email our omissions and your
complaints to the usual address…
JULIE ASK
Principal analyst, Forrester
When ME asked its audience to suggest
names for this list, Ask came up more than
most. One of the analysts that wields true
influence in this space.
KATE BARRY
General manager, PlayPhone
PlayPhone is one of the big winners in the
post-D2C era, one of the few to flourish in
transferring its skills to B2B, social media
more. Barry is one of its key players.
www.mobile-ent.biz
Page 1
BALBIR BLUGAN
App acquisition manager, Sony Ericsson
As part of its reinvention around
touchscreens, SE is looking afresh at apps –
with former THQ exec Blugan in charge.
CLAIRE BOONSTRA
Co-founder, Layar
AR is undoubtedly mobile’s new new thing.
And Layar, the firm founded by Boonstra, is
its biggest champion.
JENNIFER BYRNE
Director of business development, Verizon
Wireless
Verizon has always been associated with
content, thanks to Get It Now and V-Cast.
Byrne was involved with all of this, and is
now taking the operator into new areas.
LAUREL CHAMBERLAIN
Director of digital engagement, Turner
Broadcasting EMEA
Under Chamberlain, Turner has become
deeply committed to mobile, and thanks to
brands like Ben X, it has serious clout.
ERICA CHRISS
VP of strategy and biz dev, Greystripe
In the midst of the Apple/Adobe spat,
Greystripe made much of its Apple-
approved rich ad formats. Nice one, Erica.
TOP 50 FEMALE EXECS
Time again for ME to put the spotlight
on the top 50 high-flying female execs
in mobile content…
CHERYL DALRYMPLE
CFO, Admob
$750m sale to Google? AdMob must have a
decent CFO. Step forward Cheryl Dalrymple,
one of the original AdMobbers.
MARY DILLON
CEO of U.S. Cellular
The only female CEO of a US wireless carrier
– albeit it a tier two carrier. Just a few
months into the job. Will be interesting to
see her approach to content
JULIA DIMAMBRO
MD, Cherry Media
We make no apologies for the perennial
appearance of Dimambro in our various top
Verizon’s Jennifer Byrne exec lists – just as she makes no apologies
(top) and Accel’s Judy for being the face of mobile porn.
Gibbons
LEE EPTING
Director of branded content services,
Vodafone
Epting moved from Nokia to front Vodafone’s
360 launch. It was not the greatest success,
but Voda ain’t giving up. And with WAC, JIL
and the rest in the ascendant, Epting could
yet make a huge impact.
BEATRICE FARINA
Marketing communications director, Shazam
Shazam has 75m users, and there are
Mobile Entertainment August 2010 | 9
9,10,11 ME66_Final 26/7/10 16:44
TOP 50 FEMALE EXECS
Clockwise from top left: InMobi’s Anne Frisbie, GoFresh’s Sabin Irrgang, Beep Marketing’s Helen Keegan, Loopt’s Alice Lankester, Telenor’s Sissel Henriette Larsen, Gartner’s Carolina Milanesi,
Neomedia’s Laura Marriott, Nokia’s Mary McDowell, Mach Mobile’s Bernadette Lyons, Sky’s Emily Lloyd
persistent rumours of a big-money
acquisition. Farina’s job is a lot bigger than it
used to be.
TANYA FIELD
Director of mobile data group, Telefonica O2
One of the most senior figures in the
European content space. Field oversees
Telefonica group strategy in UI, advertising
and mobile internet.
ANNE FRISBIE
head of InMobi North America
Some ad networks flare briefly and then fall
off the radar. Others are like InMobi and
seem to grow and grow. The firm’s next big
project is Europe and the US. Frisbie will be
taking on AdMob, Apple, Millennial, Mojiva…
AMELIA GAMMON
VP of international, Fox Mobile
With two years at Fox and a spell at Universal
before that, Gammon knows as much as
anyone about movie and TV licensing. Good
at catching trout too.
JUDY GIBBONS
Partner, Accel
After a board level career in mobile
companies, Gibbons started funding them in
one of the telco world’s busiest VCs. Also CEO
of Mippin.
TAMARA GRUBER
VP of marketing, Crisp
Big year for Crisp, which under Gruber
launched new rich media ad formats and ran
campaigns with Intel, Ford, VH1, Stanley, and
other major brands.
MADELINE HERDRICH
VP of mobile (North America), Paramount
Formerly a senior exec at AT&T, Herdrich
knows her way round US mobile, and now
leads wireless strategy for one of the big
league Hollywood studios.
10 | August 2010 Mobile Entertainment
Page 2
SABINE IRRGANG
COO, GoFresh
Co-founder of the German firm, which forged
a mobile social space long before Facebook
entered the scene. The ‘itsmy’ service now has
five million user created pages.
JESSICA KAHN
VP of engineering, Tapulous
Kahn may be the industry’s most acclaimed
female engineer. She worked at Apple on the
Safari bowser team before moving to one of
the pioneers of the app space. Tapulous was,
of course, bought by Disney this year.
DeNA’s Tomoki Namba HELEN KEEGAN
(top) and Zed’s Founder, Beep Marketing
Michaelia Negri Look up ‘networking’ in the dictionary and
you’ll find a picture of Helen Keegan.
Everyone loves Helen, doyenne of MoMo,
Swedish Beers and a myriad other mobile
get-togethers…
SANYU KIRULUTA
team lead, developer relations EMEA, RIM
As the BlackBerry moves inexorably towards
the consumer space, RIM is focusing more
and more on its app strategy. Kiruluta is
central to the planning process. Look at for
‘super apps’ – coming soon.
ALICE LANKESTER
VP of marketing, Loopt
This Silicon Valley veteran left Photobucket to
join what has become one of the giants of
the social location sector, with over four
million users. Good move.
SISSEL HENRIETTE LARSEN
director, apps and content, Telenor Group
Been around since the dawn of our
marvellous industry – first with Telenor then
DRM firm Beep Science then back to Telenor
again, where she heads up the operator’s
content strategy. Larsen has also been a MEF
board member.
EMMA LLOYD
Head of mobile, Sky
Sky is big in mobile thanks to apps and
streaming deals with operators. Former BT
exec Lloyd has been its head of mobile for
two years.
CATALINA LOU
European sales director, EA
Lou paid her mobile dues at iFone and Glu
and is now helping EA replicate its console
success in mobile.
BERNADETTE LYONS
MD of Mach Mobile
Big year for Lyons and Mach Mobile
(formerly End2End), which is transferring
what is learned as a games portal manager
into the app store payments space.
LAURA MARRIOTT
Director, Neomedia
After a sticky start, there’s genuine
movement in the barcode space that
NeoMedia owns all the key IP for. Marriott
has all the experience to maintain it.
SARAH MCCLUSKEY
Commercial director, 4th Screen Advertising
MIG’s ad division 4th Screen is starting bring
in the big agencies and brands. McCluskey is
a key member of the team.
KRISTIN MCDONNELL
CEO, Limelife
LimeLife operates at ‘the intersection of
community, shopping, and entertainment’,
and purchased Tapatap last year. McDonnell
is a powerful driver of new retail ideas.
MARY MCDOWELL
EVP, mobile phones unit, Nokia
She’s been a board member since 2004, but
last month McDowell got promoted to head
of devices. Nokia’s poor recent form should
give her lots of leeway to try new things.
www.mobile-ent.biz
9,10,11 ME66_Final 26/7/10 16:44
Clockwise from top left: Com2Us’s Ji-Young Park, MEF’s Rimma Perelmuter, Google’s Diana Pouliot, Obopay’s Carol Realini, Nokia’s Liz Schimel, Motorola’s Christy Wyatt, Smaato’s Petra Vorsteher,
Turkcell’s Melis Turkmen, Out There Media’s Kerstin Trikalitis, Quattro Wireless’s Lynn Tornabene
CAROLINA MILANESI
VP of research, Gartner Mobile Devices
Milanesi leads the research for mobile
devices worldwide and is responsible for the
forecasting and market share in this area.
CASSANDRA MILLHOUSE
Director of product marketing, Amdocs OSS
With data and payments moving centre
stage, Amdocs is in high demand. Millhouse
is an eloquent communicator for the firm
that bought MX Telecom earlier this year.
TOMOKO NAMBA
CEO, DeNA
DeNA’s Mobage Town social network makes
$500m a year. Under Namba, the Japanese
firm has moved into the US and China, and
launched apps on iPhone.
MICHAELIA NEGRI
Country manager, Zed UK
Negri is the woman re-fashioning the UK
from one of Zed's blind spots to its flagship
B2B operation. An eye-catching deal with
games retailer Game has already been done.
JI YOUNG PARK
CEO, Com2Us
Park is one of the most successful of all female
CEOs in our business. She founded Com2uS in
2000, and it’s still the Korean games publisher
with the biggest global footprint.
RIMMA PERELMUTER
Executive director, MEF
The face of the industry’s own trade body –
one she has guided to well over 150
members since her recruitment a decade ago.
DIANA POULIOT
Director of mobile advertising, Google
Given Eric Schmidt’s pronouncements about
mobile – and that swoop for AdMob – you
can imagine how significant Pouliot’s
contribution could be.
www.mobile-ent.biz
Page 3
LUCIA PREDOLIN
Director of international marketing,
Buongiorno
Ten years ago Buongiorno sold ringtones.
Now it’s a veritable giant of mobile marketing,
B2B and community services. Predolin is part
of the team behind the transformation.
CAROL REALINI
CEO, Obopay
Among the dozens of acquisitions made by
Nokia, Realini’s Obopay is one of the most
intriguing. The market for person to person
payments could eclipse anything seen so far.
LIZ SCHIMEL
SVP of music, Nokia
Nokia has successfully reached out to the
record labels, with Schimel directing the
strategy. Fair to say, some Nokia music
services have worked better than others, but
hers is still a massive job.
LYNN TORNABENE
CMO, Quattro Wireless/Apple
Formerly with Google's DoubleClick division
and now – wouldn’t you know it – with
Apple, thanks to the latter’s purchase of
Quattro earlier in 2010.
KERSTIN TRIKALITIS
CEO, Out There Media
Out There’s concentration on largely
message-based operator campaigns has
been a huge success. Trikalitis is the high
profile boss, but she should share her
inclusion here with co-CEO Daphne Loukas.
MELIS TURKMEN
Head of mobile marketing and advertising,
Turkcell
Some of the best innovation comes out of
emerging markets. That’s the case with
Turkey, where mobile marketing is well-
established and often experimental.
Turkmen is one of the space’s premier execs.
TOP 50 FEMALE EXECS
PETRA VORSTEHER
EVP, Smaato
Co-founder of one of the German firm,
which is one of the world's fastest growing
ad 'optimisers' – now in 220 countries with
40 plus networks.
LAUREN WALTER
HTC’s Cher Wang. If you Head of international, Flirtomatic
have a Desire phone, Being head of international at Flirtomatic is
you’ll know what a quite a role given that the multi-award
great job she’s done.
winning social networking has expanded
into German, US and Oz – and is clearly
looking at other destinations.
CHER WANG
Chair, HTC
From maker of crap Windows phones to
Apple’s closest competitor in the sexy
smartphone space in less than five years .
The transformation is a total credit to
Taiwanese founder Wang.
CHRISTY WYATT
Corporate VP, software and services, Motorola
Wyatt has been with Moto for years, so she
must be enjoying the company’s
renaissance thanks to sleek Android devices
like the Droid.
JEANNIE YANG
Diirector of product alchemy, Smule
Products like Ocarina, which combine music
with play and community, have made
Smule one of the boundary-pushers in
mobile apps. Yang guides such projects
‘from concept through completion’.
FIAMMA ZARIFE
Diirector of value added services and
roaming, Claro
The country that put the B in BRIC is a
magnet for content makers, with its vast
and music-mad subscriber base. Claro has
over 30 million subs, and Zarife is directing
the VAS strategy.
Mobile Entertainment August 2010 | 11
12 ME66_Final 26/7/10 15:37 Page 1

SOUND IN GAMES

Interesting
sounding app
The graphical quality of mobile
content has improved beyond
recognition in the app era. But
usually the audio is primitive.
“Missed opportunity,” says
Condiment Junkie’s Russ Jones.
Stuart Dredge asked why…

I
n the games space, sound and music has
always been integral to the whole play
experience – from the electronic
melodies that supported early Mario games
to the orchestral suites written for today’s
epics. Now, with smartphones becoming
genuine games platforms in their own right
that attention to detail is being carried over
into the mobile space.
But can the same be said of apps? The
honest answer must be no. Fact is, many
apps come with rudimentary sound at best,
but often no audio at all.
London-based sound specialist
Condiment Junkie thinks this is pretty
terrible, and a lost opportunity both
creatively and commercially.
The company describes itself as a sonic art
and sound design house, and works with
brands to create ‘sonic identities’ across
different platforms, including TV, radio,
websites and now mobile. If you’ve used
Jamie Oliver’s 20 Minute Meals iPhone app,
that’s them – working with developer Zolmo.
Russ Jones, Condiment Junkie’s creative
director, expresses bemusement at the
plethora of silent smartphone apps, saying
that adding sound creates a ‘tactile
element’ and reinforces whichever brand
has commissioned the app. He thinks
developers have often had their priorities in
other areas, whether it’s back-end tech,
graphics or user interfaces.
“It’s not been foremost in their priorities,
and unless you pay attention to it, you don’t
necessarily miss it,” he says. “Once you do
see it, it’s a much fuller experience. Time is
running out for the old attitudes though: in
two to three months, if you don’t have
sound, you’re going to stand out.”
Jones admits that sound can be seen as
somewhat intangible – if people are
deciding how to spend their development
budget, splashing the cash on audio may “It was also things like sonic ergonomics.
seem like it’s unlikely to make them extra They were going to have Jamie reading out
money or generate more downloads. each step in the recipes, but we suggested
However, Condiment Junkie’s preferred that this would get annoying over time, so
method is to work with brands on all we had him doing one line every four or five
aspects of their sonic branding, including steps,” says Jones. “It’s another major part of
mobile, rather than just tack on sounds to our approach: when you’re doing sound for
an existing mobile app at a late stage an app like that, silence is as important.”
in development. Needless to say Jones
Jones talks about Time is running sees the app space as full
how the company of potential, and is
might work with a
out for the old already formulating ideas
hybrid car attitudes though: in two for how sound could
manufacturer to bring a new dimension
design the way the or three months, if you to the iPad. It’s already
vehicle sounds –
but then carry that
don’t have sound, you’re worked on one app:
Phaidon Design Classics,
through to its going to stand out. which is a collection of
advertising and any design milestones –
Above, top: Russ Jones, spin-off mobile apps too. “If someone’s been taking in Le Corbusier, Starck, the clothes
creative director at
in the app and then logs onto the website, peg and the Braun portable radio, among
Condiment Junkie.
Below: The Jamie Oliver it’s the same. We’ll do any individual part of 1,000 products.
app won an Apple it, but ideally you’re involved in every single “Every sound had to have a certain
Design Award touchpoint of that brand.” craftsmanship and quality to it,” says Jones.
In the case off the Jamie Oliver app – “So we went to a watch museum and
which won an Apple Design Award –there recorded all these beautiful sounds – clicks
were navigational and button noises, as well and chimes – and used that as the basis for
as a ‘sonic ID’ for the start of the video clips. the sound in thes app.”

12 | August 2010 Mobile Entertainment www.mobile-ent.biz

13 ME66_Final 15/7/10 10:53 Page 1
14-15 ME66_Final 26/7/10 17:59 Page 1
MOBILE AD MARKET
Is it better to be rich?
The birth of Apple’s iAd format has focused attention and hype on rich media in-app ads. Mobile advertising with
video, expandable banners, GPS and more is certainly the new thing, but is it the best thing, ponders Tim Green…
C
ast your minds back to 2007 if you
can. I know. Seems like a million years
ago. In a way, it was. That was the
year of the first mobile advertising feeding
frenzy, the year that Microsoft, AOL and
Nokia made big money swoops for
Screentonic, Third Screen Media and
Enpocket respectively. They were prescient
moves, if you think about it – correctly
guessing that advertising would be one of
mobile's hottest new sectors. But like so
much M&A activity in tech, it's not what you
gamble on that counts, but when you
gamble on it.
Spool forward to 2009/10 and suddenly
the investors are hot for mobile advertising
again, with Google paying $750m for
AdMob and Apple bringing Quattro under
its wing. These deals are being transacted in
14 | August 2010 Mobile Entertainment
a market governed by client-based apps,
and companies like Screentonic with their
carefully cultivated operator relationships
are no longer at the centre of things.
The emergence of the app and the
explosion in off-portal mobile sites has
decreed a new complexion for the ad
market. On one side is the 'blind network'
Ads for Toy Story 3 offering money for traffic, with banner ads
(main pic) were used to placed on an unspecified but targeted
show off the iAd publisher sites. One the other is the ad
format. 4th Screen’s
Mark Slade (above)
network offering premium inventory and
believes the format is a increasingly enabling rich media formats
good thing for the through which to communicate. Typically
market. these formats are expandable, run video
and can interrogate the internal functions of
the phone such as camera, contacts,
calendar, GPS and accelerometer.
Apple has wasted little time entering and
attempting to own the latter. We shouldn't
be surprised. This is where the premium
brands and the premium publishers can be
found – brands and publishers that rather
like the iPhone and all it stands for. The iAd
format Apple launched on July 1st is
pitched squarely at them.
And it seems to be working. Apple CEO
Steve Jobs told the Worldwide Developer
Conference that he estimated 48 per cent of
spending on mobile advertising in the US
from July to December would go via iAd,
with $60m already committed from brands
like Nissan, Chanel, GE, Sears, JC Penny and
Disney among the buyers.
He showed a Nissan iAd incorporating a
mini-app showing you how far you can
drive on $1 in the new Nissan LEAF
compared to other cars.
www.mobile-ent.biz
14-15 ME66_Final 26/7/10 17:59 Page 2
Within a few weeks, bold claims from
individual developers were already being
made, with one claiming $1,372 in iAd
revenues in one day. That was Justin Ting,
who said that his LED flashlight app had
delivered an unheard-of CPM of $147.55,
and a click-through rate of 11.8 per cent.
But even he admitted it was based on
novelty and hype.
Typically Apple’s entry into the market
has been simultaneously cheered and
hissed by competitors – even though many
dispute its ‘we got there first’ claims. On the
supportive side is 4th Screen, the UK firm
that’s been chipping away at the premium
publishers for years and believes Apple’s
halo effect can only help.
Mark Slade, MD of 4th Screen, says: “I’m
chuffed with iAd, and I hope it has a big
impact because it can only bring major
advertisers into the space. And if they want
Shazam, MTV and Global Radio they have to
come to us.”
Of course, 4th Screen can support ads as
rich as anything iAd can offer. Indeed, it
recently launched an ‘Engagement Platform’
to do just this, with access to iSlide, video,
intersticials, location, augmented reality and
www.mobile-ent.biz
MOBILE AD MARKET
This iPhone ad for Dockers was one of the first to incorporate the accelerometer feature in the Apple device.
overlays. Slade believes these rich formats
are helping mobile become the medium for
a genuine emotional engagement with a
brand. “Mobile should be about more than
direct response,” he says.
It seems to be working. Slade confirms
that 100 per cent of ads served in the US,
and 25 per cent in the UK, are rich media.
Other firms have been equally keen to
showcase their new ad formats. Greystripe
has already developed one authored with
Adobe Flash (forbidden by Apple) but
converted into HTML5 (supported by
Apple), so ads built with it could be
deployed in apps and mobile sites. It claims
to reach 14 million unique users a month.
“Apple’s selection of an ad format almost
identical to ours is a testament to the
incredible potential of interactive, rich
media mobile advertising and the value of
customer engagement,” says Michael
Chang, CEO of Greystripe. “After iAd,
Madison Avenue will begin to change its
expectations on what mobile advertising
should really be.”
Needless to say, the real drama in Apple's
Admoda’s Terry Jackson
says 90 per cent of entry into the ad space was never going to
clients re-book on his be about mere formats.
mostly blind network. No, the juice was in the strategy. It hit
when Apple revealed in a June 7th blog that
it would disable iOS 4 ads (in particular their
vital reporting tools) from networks
associated with rival OSs. AdMob/Google in
other words.
What excitement. AdMob Founder Omar
Hamoui was understandably alarmed.
“This change threatens to decrease – or
even eliminate – revenue that helps to
support tens of thousands of developers.
The terms hurt both large and small
developers by severely limiting their choice
of how best to make money. And because
advertising funds a huge number of free
and low cost apps, these terms are bad for
consumers as well,” he said at the time.
Thus far, Apple does not appear to have
carried through its threat. But the story is far
from over.
But all this drama ignores the fact that
iPhone remains a small part of the overall
mobile ad marketplace. There are dozens of
networks flourishing by addressing the
market eschewed by rich media specialists:
that of direct response ads targeting mobile
sites visited by feature phone users.
Look at BuzzCity. Its ad impressions were
up 61 per cent in Q2, with a 25 per cent
increase in the number of publishers joining
a network targeting mass market
subscribers in 200 plus countries.
Meanwhile its close competitor InMobi says
its mobile ad network generates 16.9 billion
monthly impressions across 108 countries.
In the UK, Admoda/Adultmoda has
stealthily doubled its traffic in a year to over
7.5 billion ads per month across over 2,000
publishers. And it's done so despite
rejecting around 70 per cent of all publisher
registrations in order to maintain a high
quality of sites and apps for its advertisers.
Terry Jackson, CEO of Admoda, attributes
growth to a focus on client and advertiser
needs. “We only develop features and tools
that the majority of our clients need, to
maximise current and upcoming market
opportunities in mobile traffic,” he said.
Although Admoda does offer the option to
premium advertisers to choose their inventory,
most traffic is blind. But plentiful metrics
ensure 90 per cent of Admoda clients rebook.
Total spend on mobile advertising still
barely registers on total global ad outlay.
Still, the solid track record of companies like
Admoda, AdMob and InMobi – and the
agency excitement around rich formats
provided by Apple, Greystripe, 4th Screen
and the rest is keeping the mobile ad space
very hot right now.
Got a few million to spare?
Invest in it.
Mobile Entertainment August 2010 | 15
16-17 ME66_Final 26/7/10 16:03 Page 1
UPLINQ CONFERENCE 2010
Uplinqed In
Just because it doesn’t have a show named after it, doesn’t mean BREW has gone
away. Tim Green went to San Diego to hear about Qualcomm’s plans for the OS –
and its other tech projects…
W
hat’s in a name? Quite a lot when
you are Qualcomm’s head of
naming (it must have one, surely).
You don’t change the identity of the firm’s
showpiece event from BREW to Uplinq just
because it sounds better.
No, the switch was all about Qualcomm’s
embrace of the multi-platform market.
Gone are the days when Qualcomm
could focus all its efforts in the content
space around its own BREW channel. Today,
Qualcomm wants to support developers on
all platforms.
Well, all except the one beginning with ‘i’.
As CEO Paul Jacobs said in his keynote,
‘the BREW conferences were focused on just
one platform; Uplinq focuses on many.’
When he revealed that Qualcomm’s
Snapdragon processor powers 37 Android
16 | August 2010 Mobile Entertainment
handsets, including the 4G HTC EVO, you
could see his reasoning.
Interesting then, that so much of the talk
at the show was about BREW – or more
specifically the new iteration BREW MP.
Those with longer memories will know that
the platform could be described as a ‘first
gen’ app store, one that has generated $2bn
for developers since 2001. But since iPhone,
Android and the rest smashed the operator
walled garden, it has been looking for a
new identity.
According to Jacobs, 250 million
subscribers use BREW MP handsets, and
with sexy new devices like the HTC Smart
bringing the platform into 2010, Qualcomm
clearly believes BREW MP can bring apps
and smartphone functionality within the
grasp of the masses. In fact, Qualcomm
made the platform free to carriers and
developers in January and as a result
landed new commitments from AT&T,
Sprint, HTC and Samsung.
“We’re uniquely positioned to create low-
cost smartphones for the masses,” Jacobs
says. “We think Brew MP platform represents
the largest developer opportunity out there
in terms of scale and consumer reach.”
So, how does this square with
Qualcomm’s obvious backing for Android?
Jacobs says: “We support Android, but we
feel BREW can function a tier down from it.
Operators are looking for a diversity of OSs.
I must admit I thought BREW was headed
for the very low end, but operators wanted
it to deliver richer media so that’s the way
we’ve developed the platform.”
Specifically, it will do this by tightening
up its approach to APIs so that developers
can leverage advanced capabilities like
Bill Stone, president of touchscreens, rich multimedia and window
FLO TV management while setting clear guidelines
with device makers on things like memory
storage and screen size.
The market has reacted positively, albeit
with caveats. There was evidence of the
potential for BREW MP in emerging markets
when Qualcomm confirmed that the
Chinese portal Sina, would host a new
application store to bring BREW to
Asian buyers.
www.mobile-ent.biz
16-17 ME66_Final 26/7/10 16:03 Page 2
Meanwhile Verizon, the operator most
closely associated with BREW MP thanks to
its Get It Now portal, responded by reducing
developer fees, implementing an
app-recommendation feature and
shortening app approval time to drive sales.
However, the carrier’s chief marketing officer
John Stratton added: “We remain committed
to the BREW platform. It’s a huge
addressable opportunity. But we need to
work harder to unleash it and turn it into
something meaningful.”
Away from BREW, Qualcomm did its usual
job of showcasing the various innovations
it’s committed to. Although the firm makes
vast revenues from network technologies
and chipsets, it recognises its responsibility
to nurture concepts that stimulate great
demand for those processors and
infrastructure services.
All of which explains the historic
investment in broadcast TV (MediaFLO nee
FLO TV), widgets (Plaza), personalisation
(Xiam), apps (BREW), display (Mirasol) and
even healthcare.
Here are the main developments:
www.mobile-ent.biz
UPLINQ CONFERENCE 2010
FLO TV
Bill Stone, president of FLO TV, was candid
enough to admit that Qualcomm is not
happy with the performance of the service
(still didn’t divulge user numbers). Now,
though, it looks as if there could be a way
back for FLO as a datacasting channel. There
was much talk about how FLO could play a
major role in the distribution of new
publishing formats. The 580MB Wired iPad
download was mentioned many times.
Funnel that overnight through FLO rather
than over the cellular network, and
everybody wins – went the argument.
AUGMENTED REALITY
Qualcomm announced a development
platform in partnership with Unity (just on
Android for now) and a $200,000 developer
competition. Interestingly, it is focusing on
what it calls ‘vision-based’ AR, rather than
the kind that uses a compass and GPS.
Vision-based AR uses a planar map, which is
recognised by the camera and contains a
trigger that generates graphics. The initial
focus is on games, but the team did hint at
intriguing applications such as overlaying
an in-car radio with instructions on
how to use it.
MIRASOL DISPLAYS
This MEMS-based tech offers a battery life
somewhere between the weeks offered
by the electrophoretic display in
e-readers, and the ten hours offered by
iPad. Importantly, though, Mirasol can be
used in sunlight and runs video at 30
frames per second. The tech’s been
around a while, but Qualcomm confirmed
it will be live on an e-reader this winter.
Rumours it will be Kindle won’t go away.
MOBILE HEALTH
Qualcomm’s heavy involvement in
healthcare is a little beyond the remit of
ME, but what about the revelation that
medicinal pills are being trialled with
radio functionality inside them? They’re
not used for diagnosis, but compliance. In
other words, the pills communicate with
an external receiver, so medics can be
sure you’ve taken your dosage.
Mobile Entertainment August 2010 | 17
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advertising and mobile search making up the rest.” — www.emarketer.com

Pre-Conference Seminars Conference & Exposition

October 5, 2010 October 6-8, 2010
MOSCONE CENTER WEST SAN FRANCISCO, CA

CTIA Enterprise & Applications 2010 is where brand marketers, agencies,

content providers and application developers learn how to monetize content and
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Exhibits and events like the Mobile Marketing & Promotion seminar, the
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19 ME66_Final 26/7/10 16:49 Page 1
Book your place at Monetising Mobile: How to get ahead in emerging markets
Email katy.grant@intentmedia.co.uk
Region to be cheerful
So much of the growth and innovation in mobile is coming from emerging markets such as India, South Africa and Brazil.
That’s why ME’s next Monetising Mobile conference in September will be dedicated to these exciting new markets…
L
ast month, Vodafone delivered its
quarterly results. They were very good
– and the bumper was mostly due to
the operators’ performance in emerging
markets, with turnover down 1.7 per cent in
and up 10.5 per cent in Asia Pacific and the
Middle East.
It’s a pattern that’s being repeated across
the mobile market, in all areas from handset
sales to voice revenue to value added services.
Global mobile penetration now stands at 69
per cent, with 45 per cent of the world's
mobile users coming from the Asia region.
There’s no doubt that emerging markets
present a tremendous opportunity for
mobile companies both within them and
overseas. What’s more, the unique
conditions inside these territories (relative
absence of broadband, cash economies etc)
are nurturing new and innovative business
models that could have applications in
every mobile market.
This is why Mobile Entertainment has
chosen to emerging markets as the focus of
its next Monetising Mobile event. Previous
attendees will know that Monetising Mobile
is a new kind of conference that combines
informed discussion with networking.
The event includes a three-hour
conference running from 5pm to 8pm
followed by dinner and networking from
8.00pm to midnight.
It will address topics such as:
 Operator strategy on mobile value added
www.mobile-ent.biz
services – walled gardens v D2C
 Availability of carrier billing
 Successful content services: ringbacks in
India, ad-funded SMS in South Africa...
 Handset penetration and brand market
shares
 What type of mobile advertising works
best – and how to implement it
 The enduring power of IVR services
 The best aggregators to know
 How to localise and when not to
Monetising Mobile: How to get
ahead in emerging markets
Tuesday, September 28th
The Soho Hotel
4 Richmond Mews, London
Tickets cost £229 plus VAT
To book your ticket contact: Katy
Grant on 01992 535647 or email
katy.grant@intentmedia.co.uk
Gold Sponsor
The Gold Sponsor for this event is
Hungama Mobile, India's largest mobile
content and marketing specialist.
Our speakers
 Keynote: Anu Shah, CEO, IMI Europe
An overview of the content market in
key regions from one of the sector’s
biggest specialists
 Simon Davies, MD Europe, Snaptu
Putting the internet into the hands of
feature phone users
 Gary Corbett, commercial director,
Oxygen8
An insight into South African VAS market
 Neeraj Roy, Hungama
What does the content-buying Indian
consumer want?
 Shailendra Pandey, senior analyst,
Informa
Key stats an insights from the world’s
emerging markets
 Anuj Khanna, CEO, Wireless Expertise
Data and analyses of the Indian market
 Rob Jonas, VP for Europe & Middle
East, InMobi
The mobile advertising market in India,
Asia and the Middle East
 Andreas MacMahon, account director,
Accumulate UK
Ppre-loaded content distribution in
emerging markets
 Dave Moreau, CEO, Fonestarz
How to get your content into the Middle
Eastern region
 KF Lai, CEO, Buzz City
Djuzz and the market for try ‘n’ buy games
Plus more speakers to be confirmed...
Dave Moreau Gary Corbett
Look how many people
came to the last
Monetising Mobile. KF Lai Rob Jonas
Better book now...
Mobile Entertainment August 2010 | 19
20-21 ME66 ME Awards DPS Advert 26/7/10 13:25 Page 1

2010
AWARDS
The Mobile Content Industry’s
Premier Awards Event
Thursday, November 18th 2010
The Royal Garden Hotel, Kensington, London W8
20-21 ME66 ME Awards DPS Advert 26/7/10 13:25 Page 2

2,750 + VAT
Tables of ten £
£295 + VAT
Single Places

AWARD CATEGORIES
DEVELOPMENT & PUBLISHING
Best Gambling Company
Best Adult Company
Best Games Company
Best Location Company
Best Social Media Company
Best Mobile Book Company

SERVICES
Best Video Service Provider
Best Music Service Provider
Best Games Service Provider
Best Transactions Provider
Best App Developer
Best Mobile Web Publishing Platfor
m
Best Advertising Network
Best B2B Content Provider
Best App Store

OPERATORS & HANDSETS

Best Handset Company
Best Developer Programme
Best Operator

SPECIAL AWARD
Most Innovative Company
Outstanding Contribution to Mobile
Content

For sponsorship opportunities con

tact:
Katy.Grant@intentmedia.co.uk or
call +44 (0) 1992 535647
For table sales and ticket enquiries
contact:
Kathryn.Humphrey@intentmedia.c
o.uk or call +44 (0) 1992 535647
22 ME66_Final 26/7/10 17:25 Page 1

ME AWARDS 2010

AWARDS

And the winner You have days left to nominate

your company for the fifth
annual ME Awards, which takes

could be… You place on Thursday November

18th at London’s Royal Garden
Hotel. Read on and then do it...

Y
ou’re brilliant you are. Your
product/service is outstanding. We
love everything about it. If only you
could get some kind of recognition. If only
there was an industry event of some
description that brought together the cream
of the mobile content business to celebrate
all that’s brilliant in this wonderful industry.
You’re not going to believe this.
There is such an event. The ME Awards. On
November 18th. At the Royal Garden Hotel.
Amazing.
You really should enter. It costs nothing –
and we’ve extended the deadline to
Monday August 16th to give all the
stragglers a chance to nominate themselves.
This year we’ve tweaked the categories a
little to reflect changing trends in the space.
We’ve introduced a new Best Location
Company award to reflect the rise of
companies making GPS-enabled products,
and there’s also recognition for m-book
specialists. We have also reprieved the D2C
award after an outcry when we decided to
sideline it.
Think you can win? Enter now…

ME AWARDS 2010
DEVELOPMENT AND PUBLISHING
Best Gambling Company
Best Adult Company
Best Games Company
Best Location Company
Best Social Media Company
Best Mobile Book Company
Best D2C Company How can my company enter? When is the deadline for submissions?
SERVICES Send a short pitch document (no more August 16th.
Best Video Service Provider than 500 words), containing information
Best Music Service Provider about your successes and innovation in What’s the judging process?
Best Games Service Provider the mobile content space – and stating The winners are decided by a judging
Best Transactions Provider the category you wish to enter – to panel, which consists of around 400 execs
Best App Developer ME-awards@intentmedia.co.uk from all sectors of the business.
Best Mobile Web Publishing Platform
Best Advertising Network What’s the nominations process? Can I sponsor the event?
Best B2B Content Provider The ME team decides on the shortlists, Yes. There are a number of promotional
Best App Store basing its decisions on nomination pitch possibilities available. Please contact
documents and consultation with katy.grant@intentmedia.co.uk or
OPERATORS AND HANDSETS industry insiders. +44 (0) 1992 535647.
Best Handset Company
Best Developer Programme
When are the Awards? Thursday November 18th at The Royal Garden Hotel, London, UK.
Best Operator The ME Awards is a
night devoted to How much is it to attend? A single place costs £295 +VAT and tables of ten are priced at
SPECIAL AWARD celebrating the best of £2,750 +VAT. For details of table sales and other ticket enquiries contact
Outstanding Contribution to Mobile Content the best in the industry kathryn.humphrey@intentmedia.co.uk or +44 (0) 1992 535647.

22 | August 2010 Mobile Entertainment www.mobile-ent.biz

23 ME66_Final 16/7/10 12:13 Page 1
24 ME66_Final 26/7/10 16:05 Page 1
RECRUITMENT
JEFF JORDAN
Jimmy Mac is coming back
James McDonald departs 2ergo for big role at Adfonic, and there are key moves at Mojiva, Wapple, Nokia and Aspiro…
JAMES MCDONALD, aka Jimmy Mac,
has joined Adfonic as commercial
lead. The former O2 Media sales chief
will take responsibility for all sales and
biz dev at the UK mobile ad network.
He arrives after a relatively short stint
at 2ergo.
JEFF JORDAN has joined booyah’s
board of directors. The CEO of
OpenTable will bring many years of
experience to the maker of the
MyTown social location app. Jordan
had seven years at eBay and PayPal,
before joining OpenTable in May
2007. MyTown grows by more than
100,000 players a week and users
spend about an hour per day in
the service.
CHARMAINE EGGBERRY is the new
SVP of marketing at Nokia, with
responsibility for Go-To-Market
Operations (GTMO). She was previous
MD of EMEA, at RIM.
ALISTAIR HILL has left ComScore,
where he was a senior analyst for four
years, to set up his own business.
Mobile Interactive Group has three
new strategic advisers, namely PETER
PARMENTER (director of business
development at EA Mobile EMEA),
SUSIE MOORE, (head of brand at O2)
and PAUL WRIGHT (formerly director
of sales at Sky Digital Media). They
will consult on respectively, OEM
and international biz dev, agency
24 | August 2010 Mobile Entertainment
CHARMAINE EGGBERRY
comms business and global
mobile ad strategy.
Mojiva has begun its expansion into
Europe with the opening of a London
office and the appointment of NICK
MARSH as director of sales, EMEA. The
ad network is well-established in the
US, but less well-known across the
pond. Marsh was previously with
Microsoft as group head of strategic
agency and client partnerships. He has
also worked for News International
and Yellow Pages.
GUNNAR LARSÉN is Aspiro Music’s
new head of international sales and
business development. He is well
known to the mobile content business
after five years at RealNetworks
working with both the games and
music divisions.
ASH CHOUDHURY has been
appointed head of digital marketing,
Nokia UK & Ireland. He spent the last
two years working for Fiat Group HQ
and previously worked for Xerox
and Canon.
FABIO PEZZOTTI has departed Italian
web-based app specialist Mobango
for fresh challenges.
Mobile web specialist Wapple has
appointed ED HOFFMAN to drive
growth in America and to head-up a
new office. He will be the MD of
Wapple North America, and be based
Sponsored by
GUNNAR LARSEN PETE PARMENTER
in Carlsbad, California. Hoffman joins There are three new directors at Velti
from Netbiscuits. London. They are: HONEY ARNEJA,
who joins as director of loyalty; ROB
The former CTO of Vodafone UK, BEECROFT, the new director of brand
CHRIS BURKE, is the new chair of GPS and agency; and CHRIS BODDICE,
and location-based services director of advertising.
specialist Navmii.
MEF has confirmed its new global
The TV equipment firm Telegent has board as follows: RON CZERNY
made FORD TAMER its new CEO. (Playphone), MARK HARDING
Tamer brings more than 20 years of (KPMG), GERRIT JAN KONIJNENBERG
experience to the role, from Khosla (Vodafone), ROB LEWIS (Omnifone),
Ventures, Broadcom, Agere and LUCA PAGANO (EA Mobile), PATRICK
Dazel Corporation. PARODI (Shazam), JAMES PARTON
(Telefónica), NEERAJ ROY (Hungama),
The Mobile Data Association has three GARY SCHWARTZ (Impact Mobile),
new board members. They are: OSCAR BILLY WRIGHT (Nokia).
JENKINS, CEO of Dynmark
International; SHAWN BROWN, head New York based adsmobi has added
of sales at Dialogue Communications; two new sales directors. THOMAS
and ROGER CRAVEN, CEO of Vir2. ANDERSON departed JumpTap to
become the new sales director, while
Aussie content specialist MobileActive WANDRILLE PRUVOT joins as sales
has appointed DREW KELTON as non- director EMEA. He was recently with
executive director. He was formerly Buzz City, and will be based in Paris.
president of enterprise services at Both report to RAMY YARED, the new
Bharti Airtel. MD of adsmobi.
ChaCha keeps on adding execs. The ASSAF BACIU, formerly of Nuance, has
text for answers service has recruited been made Upstream’s VP of product
MICHAEL KLEIN as director of sales, management. He will lead the
and TIFFANY ASHLAND and KEVIN development of next generation
BLAINE as senior account executives. mobile marketing solutions.
 Does your firm have a position to fill? If so, you should advertise on the
appointments page that’s read by everyone in the content business: yes, this
one. We also offer a complementary online service. Either way, every exec in
the business will be reading about your vacancy. Contact Katy Grant at
Katy.Grant@intentmedia.co.uk or call +44 (0)1992 535647 for more info.
www.mobile-ent.biz
25 ME66_Final 23/7/10 10:46 Page 1

RECRUITMENT

International Apps Proposition Manager

Global MNO
Germany – Excellent basic bonus package

Senior Manager – Mobile Marketing

Global MNO
CONTACT KATY GRANT TO Germany – Excellent basic bonus package

Head of Mobile Advertising

ADVERTISE
Global MNO
Germany – Excellent basic bonus package

Sales Director
Mobile Advertising Network

HERE London – Excellent package equity

Sales Director
Mobile Advertising Network
Singapore – Excellent package equity

Katy.Grant@intentmedia.co.uk looking to further your career in

tel: +44 (0) 1992 535647 the Mobile and Digital markets?
VISIT OUR WEBSITE for a full list
of our current opportunities.

www.mobile-ent.biz Mobile Entertainment August 2010 | 25

26 ME66_Final 26/7/10 15:56 Page 1

EVENTS

2010 Calendar
This year’s diary is full to bursting with must-see industry events. Which ones are you taking your expense account to...?

 AUGUST 2010
August 25th-26th
Edinburgh Interactive
Edinburgh Film House, Edinburgh, Scotland
www.edinburghinteractivefestival.co.uk

Edinburgh Interactive is pitched at execs from

film, TV and interactive media.

 SEPTEMBER 2010
September 14th-15th
Nokia World
ExCel, London
http://events.nokia.com/nokiaworld

Nokia is in one hell of a fight right now, and

its annual showcase – located in London for
the first time – will reflect how it’s getting
on. Expect to see lots of N8 goodness, and
plenty of focus on Symbian 3 and Meego.

September 20th Monetising Mobile: Emerging Markets (September 28th) ME’s second Monetising Mobile event will retain the
ME Meet-Up, sponsored by InMobi formula that proved so successful with the 150-plus attendees of the app-focused show in May. But this time the
24 London club, London subject under discussion will be the growing power of the world’s emerging mobile regions. We’ll be looking at
www.mobile-ent.biz how to get a foothold in these regions – and find out what they can teach the ‘mature’ territories too.

The industry’s premier networking event October 6th  NOVEMBER 2010

returns to its cool London home. This one
UPCOMING...
Adweb 3.0 November 9th-10th
will be supported by InMobi, which will be Cornell Club, New York August 25th-26th SEE 2010
on hand to discuss its plans for expanding http://adweb30.com Edinburgh Interactive
Beurs van Berlage, Amsterdam
its ad networking in the UK and Europe. www.seefuturemobile.com
September 20th
A conference designed to foster deal making,
ME Meet-Up
September 28th networking and discovery of solutions for Symbian gets a lot of crap thrown at it, but
Monetising Mobile: Emerging Markets buyers and sellers in digital advertising. September 28th remains the world’s biggest smartphone
Soho Hotel, London Monetising Mobile: OS. With Symbian v3 imminent, this could
www.mobile-ent.biz October 6th-8th Emerging Markets
be the most interesting SEE event for years.
CTIA Wireless and Entertainment 2010
October 5th-6th
ME’s second Monetising Mobile conference San Francisco, USA November 23rd-24th
The Mobile Marketing
will examine the potential of mobile Forum, Europe Cross Video Days
content markets in regions such as Russia, The autumn CTIA event is more content- Paris, location tbc
Eastern Europe, India and the Middle East. focused than its spring counterpart. It’s October 6th-8th www.mobilevideodays.com
located in San Fran this year, so remember CTIA Wireless and
September 28th-29th to wear flowers in your hair... Entertainment 2010
This European film-orientated event takes
Mobile VAS Asia place over two days, and includes a mobile
October 19th-20th
Intercontinental Grand Stanford, Hong Kong October 19th-20th Mobile Marketing Asia stream – Mobile Video Days.
www.informatm.com/mobilevas Mobile Marketing Asia 2010 2010
Kuala Lumpur, Malaysia November 30th-December 1st
This event returns for its second year, October 19th-20th
Mobile Apps World
Apps World
putting the spotlight on mobile media Top executives examine mobile marketing Olympia, London
services across the Asia Pac region. in Asia emergent territories. www.apps-world.net
November 9th-10th
SEE 2010
 OCTOBER 2010 October 19th-20th This event will look at the rise of the app
October 5th-6th Mobile Apps World November 23rd-24th
marketplace across three workshop zones:
The Mobile Marketing Forum, Europe Prospero House, London Cross Video Days
marketing, developers, and TV
Thistle Marble Arch Hotel, London November 30th- apps/operator and handsets. Speakers
www.mobilemarketingforum.com A new event hits the UK this autumn, December 1st include Telenor’s Sissel Henriette Larsen,
exploring the apps space. Speakers are from Apps World Verizon’s Scott Ellis and others.
MMA’s moving roadshow rolls into the UK. Microsoft, INQ, BBC and more.

26 | August 2010 Mobile Entertainment www.mobile-ent.biz

27 ME66_Final 26/7/10 16:31 Page 1

DEALS

Deals
It’s back by popular demand. Yes, the deals page has returned at last. And it’s now in 3D and with a free carry case…

FUNDING
Zattikka has secured $5.5m to fund further R&D and geographic expansion of its social games business.
Social shopping startup Shopkick has banked $15m in a Series B funding round led by Greylock Partners.
DEAL
OF THE MONTH
InMobi has raised $8m in Series B funding to open a Japanese office and expand operations in existing markets.

Social network Flirtomatic has raised $9 million in a Series C round to fund further international growth.

India’s fast-expanding ad network InMobi has raised $8 million to fund further geographic expansion.

Google has invested $100m in social games giant Zynga, and the result could be a service called Google Games.

Glu has raised $13.5m from existing shareholders and new investors to fund ‘persistent, cross-platform mobile games’.

Foursquare has closed a $20 million funding round of Series B funding led by VC firm Andreessen Horowitz.

M&A
Disney has bought superstar iPhone app developer Tapulous for an undisclosed sum. Expect lots of Mouse-based products.

Aspiro has sold its business to Lobus Mobil for SEK 42 million ($5.4 million). It will now focus on music services.

HP purchased mobile music specialist, Melodeo. The firm is best known for its nuTsie service and streaming music apps for iPhone. Disney/Tapulous
The app store era is barely
two years old but such has
SERVICE AND PRODUCT LAUNCHES been its impact that the
sector has already produced a
FoneStarz has signed its first full track deal, supplying music products for Vodafone NZ. handful of superstar
companies. You’d put Shazam,
Apples’ iPad is now available in Austria, Belgium, Hong Kong, Ireland, Luxembourg, Mexico, Netherlands, New Zealand and Singapore.
ngmoco, Gowalla and
Mini phone maker Modu is to launch its range of devices and accessories in the UK via PurelyGadgets. Foursquare firmly in this
group. But arguably topping
Flurry has unveiled an AppCircle cross-selling network, which lets developers promote apps within the apps of other developers. the tree would be Tapulous.
This is the iPhone games
Shazam has launched its premium app on Android after huge success on iPhone.
developer whose apps
Gamecot has opened a B2B app marketplace to facilitate deals between developers and publishers. incorporate music tracks that
users pay for through in-app
Google has unveiled a DIY app building tool called App Inventor to stimulate product creation from non-techie users. payments. Tapulous’s
pioneering business model is
Sharpcards has been re-born as Jeego ahead of the launch of its own m-greetings app on iPhone and Android.
now part of the Disney
adaffix has exported its caller lookup app to the US. It’s teamed up with Yellowbook to power the search function in the service. empire, and its tech will
doubtless be employed in
Opera has released the Opera Mini 5.1 browser to improve the browsing experience on feature phones. apps from the Mouse’s music
stars (Jonas Brothers, Miley
LG has revealed its Optimus series of smartphones and tablet devices. Should be ten by the end of the year.
Cyrus, etc) and its movie and
Puma has launched its sport-oriented touchscreen phone in 19 countries across Europe and Africa. TV releases. It’s the first
example of an app specialist
Qualcomm has launched the Vive recommendation service to help people share app preferences with friends. being bought by a traditional
media company and, for
Disney, it represents the first
major mobile acquisition
PARTNERSHIPS AND LICENSING since it went on a bit of a
Zed has snapped up the mobile rights to all Monty Python content. It’ll also power the mobile storefront for games retailer Game. spree in the mid-noughties
and bagged Living Mobile,
GetJar has signed a deal with Belgacom to offer its free app storefront from the Belgian operator’s portal. Starwave and Enorbus. All
eyes will now be on the other
Muzicall and IMImobile have formed a partnership to promote ringback adoption in Europe.
app sector giants. We
4th Screen has won a deal to handle mobile advertising inventory for vouchercloud. It’s been downloaded by half a million consumers. keep hearing rumours
about Shazam...
Qualcomm is taking BREW to China. Its new Chinese app store will be managed by web portal SINA.
www.mobile-ent.biz Mobile Entertainment August 2010 | 27
28 ME66_Final 26/7/10 16:06 Page 1

CHARTS

Charts
Check here every month for the best selling games, ringtones and mobile apps from across the market...

RINGTONES TAGGING ARTISTS & HANDSETS

RINGTONES.COM SHAZAM FLYCELL FLYCELL
TOP EURO MUSIC TONES, AUGUST TAGGING, AUGUST US TOP RINGTONES, AUGUST US TOP DOWNLOAD HANDSETS, AUGUST
SONG ARTIST SONG ARTIST MODEL VENDOR
1 WE SPEAK NO AMERICANO YOLANDA BE COOL AND D CUP 1 RUDE BOY RIHANNA 1 8520 (CURVE) RIM (BLACKBERRY)
2 THE CLUB IS ALIVE JLS 2 BEDROCK YOUNG MONEY 2 SGH-T749 (HIGHLIGHT) SAMSUNG
3 LOVE THE WAY YOU LIE EMINEM FT. RIHANNA SONG/ARTIST 3 MY CHICK BAD LUDACRIS FT. NICKI MINAJ 3 SCH-U450 SAMSUNG
4 WAVING FLAG KNAAN 1 WE SPEAK NO AMERICANO 4 NEED YOU NOW LADY ANTEBELLUM 4 8330 (CURVE) RIM (BLACKBERRY)
5 NOT AFRAID EMINEM YOLANDA B COOL FT. D CUP 5 BABY JUSTIN BIEBER 5 SGH-A877 (IMPRESSION) SAMSUNG
6 SHOUT SHOUT FOR ENGLAND 2 PACK UP 6 ALL THE WAY TURNT UP ROSCOE DASH 6 GT365 (NEON) LG
7 BILLIONAIRE TRAVIE MCCOY ELIZA DOOLITTLE 7 ROGER THAT YOUNG MONEY 7 VX9200 (ENV3) LG
8 GETTING OVER YOU DAVID GUETTA 3 AIRPLANES 8 BREAK YOUR HEART TAIO CRUZ 8 VX11000 (ENV TOUCH) LG
9 ALL THE LOVERS KYLIE MINOGUE B.O.B FT. HAYLEY WILLIAMS 9 4 MY TOWN BIRDMAN FT. DRAKE 9 GR500 (XENON) LG
10 SURFIN BIRD THE TRASHMEN 4 STEREO LOVE 10 TELEPHONE LADY GAGA 10 SGH-A887 (SOLSTICE) SAMSUNG
SOURCE: MOBILESTREAMS EDWARD MAYA SOURCE: FLYCELL SOURCE: FLYCELL
5 LOVE THE WAY YOU LIE
EMINEM FT. RIHANNA

RINGTONES 6 BILLIONAIRE
TRAVIE MCCOY
MUSIC
RINGTONES.COM 7 CALIFORNIA GURLS MELODI SOUTH AFRICA MELODI USA
TOP EURO FUNTONES, AUGUST KATY PERRY REALTONE SOUNDALIKES, AUGUST REALTONE SOUNDALIKES, AUGUST
SONG ARTIST 8 BANG BANG BANG SONG ARTIST SONG ARTIST
1 SILENCE I KILL YOU ACHMED THE DEAD TERRORIST MARK RONSON 1 NOTHIN ON YOU B.O.B FT BRUNO MARS 1 CALIFORNIA GURLS KATY PERRY
2 GIGGETY GIGGETY GIGGETY GOO FAMILY GUY 9 ONE 2 ALEJANDRO LADY GAGA 2 ALEJANDRO LADY GAGA
3 PICK UP YOUR PHONE, SIMPLES MEERKAT SWEDISH HOUSE MAFIA 3 CALIFORNIA GURLS KATY PERRY 3 NOTHIN ON YOU B.O.B FT BRUNO MARS
4 RING DING DING CRAZY FROG 10 CLUB CAN’T HANDLE ME 4 NEED YOU NOW LADY ANTEBELLUM 4 AIRPLANES B.O.B FT. HAYLEY WILLIAMS
5 MOM, MOM, MUMMY, MUMMY, LOIS FAMILY GUY FLO RIDA FT. DAVID GUETTA 5 BILLIONAIRE TRAVIS MCCOY FT BRUNO MARS 5 FIND YOUR LOVE DRAKE
6 YOU HAVE A MEERKAT MESSAGE MEERKAT SOURCE: SHAZAM 6 ACAPELLA KELIS 6 BILLIONAIRE TRAVIS MCCOY
7 OH MY GOD YOU KILLED KENNY STAN 7 EENIE MEENIE SEAN KINGSTON 7 HEY SOUL SISTER TRAIN
8 WHERE’S MY MONEY MAN FAMILY GUY 8 IN MY HEAD JASON DERULO 8 NOT AFRAID EMINEM
9 SAW! LET THE GAME BEGIN 9 WHEN I LOOK AT YOU MILEY CYRUS 9 BULLETPROOF LA ROUX
10 A PHONE CALLE, FRICKING SWEET FAMILY GUY 10 STEREO LOVE EDWARD MAYA 10 BREAK YOUR HEART TAIO CRUZ
SOURCE: MOBILESTREAMS SOURCE: MELODI MEDIA SOURCE: MELODI MEDIA

RINGTONES VIDEOS & WALLPAPERS

JAMSTER FONESTARZ TOP VIDEOS, FONESTARZ TOP WALLPAPERS,
TOP RINGTONES, AUGUST AUGUST AUGUST
SONG ARTIST VIDEOS WALLPAPER
1 CALIFORNIA GURLS KATY PERRY 1 LUCY PINDER 1 ENGLAND CREST
2 AIRPLANES B.O.B 2 HAYLEY IN PINK 2 SUN-KISSED MARIA
3 WE SPEAK NO AMERICANO YOLANDA B COOL AND D CUP 3 LADY GAGA – TELEPHONE 3 BUTTERFLY SWIRL
4 LOVE THE WAY YOU LIE RIHANNA 4 WII-FIT GIRLFRIEND 4 TIGER STORM
5 JUST BE GOOD TO GREEN PROFESSOR GREEN 5 FAT LES – VINDALOO 5 PLAYBOY FLAMES
6 I LIKE IT ENRIQUE IGLESIAS 6 DAVID AFTER THE DENTIST - YOUTUBE 6 HUG ME
7 MY FIRST KISS 3OH!3 7 BABY HULK - YOUTUBE 7 PLAYBOY RAINBOW LOGO
8 ALEJANDRO LADY GAGA 8 TINCHY STRYDER BEHIND THE SCENES 8 DIAMOND THEME
9 ALL THE LOVERS KYLIE MINOGUE 9 BEACHED AS BRO! 9 MONKEY TEASE
10 KICKSTARTS EXAMPLE 10 MICHAEL JACKSON - MAN IN THE MIRROR 10 NEON DICE
SOURCE: JAMSTER SOURCE: FONESTARZ SOURCE: FONESTARZ

GAMES ARTISTS & GAMES

JAMSTER BINBIT LATIN AMERICA BINBIT LATIN AMERICA
TOP GAMES, AUGUST TOP ARTISTS, AUGUST TOP GAMES, AUGUST
GAME PUBLISHER SONG ARTIST SONG ARTIST
1 THE SIMPSONS ARCADE ELECTRONIC ARTS 1 ESTUVE A PUNTO DE... MIGUEL BOSE 1 X-RAY SCANNER MOBILEACTIVE
2 HOTEL TYCOON RESORT EFUSION GMBH 2 GIVE IT 2 ME MADONNA 2 X-RAY SCANNER 2.0 MOBILEACTIVE
3 FARM FRENZY UNITED FUN TRADERS 3 YO NO SE MANANA LUIS ENRIQUE 3 LIE DETECTOR KIT MAKER
4 WEDDING SALE MADNESS DIGITAL CHOCOOLATE 4 DESDE CUANDO ALEJANDRO SANZ 4 DEVILS AND DEMONS HANDY-GAMES
5 JOJO’S FASHION SHOW 2 CONNECT2MEDIA 5 COMO DUELE RICARDO ARJONA 5 SEX SAFARI HANDY-GAMES
6 PREDATORS GAMELOFT 6 COLGANDO EN TUS MANOS CARLOS BAUTE 6 TOURNAMENT ARENA SOCCER THUMBSTAR GAMES
7 DOWNTOWN TEXAS HOLD’EM ELECTRONIC ARTS 7 TE QUIERO NIGGA 7 DEATH PREDICTION KIT MAKER
8 MONOPOLY WORLD ELECTRONIC ARTS 8 MENTIA MIRANDA 8 ASSAULT TEAM 3D MOBILITY ZONE
9 SUPER COLLAPSE GAMEHOUSE 9 LOOKING FOR PARADISE ALEJANDRO SANZ 9 WWE SMACKDOWN VS. RAW ‘09 THQ
10 BEJEWELED TWIST POPCAP GAMES INTERNATIONAL 10 MARIPOSA TRAICIONERA MANA 10 GHOST SENSOR MOBILEACTIVE
SOURCE: JAMSTER SOURCE: BINBIT SOURCE: BINBIT

28 | August 2010 Mobile Entertainment www.mobile-ent.biz

29 ME66_Final 15/7/10 09:37 Page 1

Title Publisher Title Artist Title Category

1 Mafia Wars Digital Chocolate 1 I Gotta Feeling Black Eyed Peas 1 Cool Fire-Breathing Dragon Versaly
2 Deal or No Deal MDM I-play 2 California Gurls Katy Perry 2 Lion conVISUAL
3 Fishlife Thumbstar 3 Rock That Body Black Eyed Peas 3 Burning Phoenix Rising Versaly
4 Pillowfight I-play 4 Baby Justin Bieber ft. Ludacris 4 Toy Story 3 Toy Story 3
5 Klitschko Boxing Artificial Life 5 ESPN Sportscenter Theme ESPN 5 Rainbow Summer Breeze Mobstar Media
6 Fast Food Calorie Counter Concrete Software 6 OMG Usher ft. will.i.am 6 Lots-O'-Huggin' Bear: Hug Me! Toy Story 3
7 Ace Roller Texas Hold Em Handy X 7 BedRock Young Money ft. Lloyd 7 Rest in Peace conVISUAL
8 Aces Solitaire Pack Concrete Software 8 Not Afraid Eminem 8 3D Hearts Versaly
9 Cocktail Mixer Remixed Handy X 9 Find Your Love Drake 9 Absolutely Alice Alice in Wonderland
10 Ace Roller Slots Handy X 10 Your Love Is My Drug Ke$ha 10 Poolside Hottie Pink Frosty
11 Lego Batman Player X 11 Hey, Soul Sister Train 11 Eye Danger conVISUAL
12 Clash of the Titans Glu 12 How Low Ludacris 12 Hot Rihanna Washes Car Rihanna
13 Ghost Sensor Mobile Active 13 There Goes My Baby Usher 13 Orbital Drop Nick Acosta
14 My Mileage Tracker Handy X 14 TiK ToK Ke$ha 14 International Soccer conVISUAL
15 AOE III: The Asian Dynasties Glu 15 American Honey Lady Antebellum 15 Kristen Stewart In Black Versaly
16 Scarface Last Stand Disney 16 Rude Boy Rihanna 16 Bar Code Slipknot
17 TextTwist Turbo Real Networks 17 Forever Drake Kanye Lil Wayne Eminem 17 Brunette All Wet Pink Frosty
18 Jewel Quest Deluxe I-play 18 College Football Gameday ESPN 18 Snarling Wolf Versaly
19 Diner Dash: Flo on the Go Glu 19 Nothin' On You B.o.B ft. Bruno Mars 19 African Lion National Geographic
20 Brain Tester 24-Pack vol 2 Digital Chocolate 20 Cowboy Casanova Carrie Underwood 20 Love Doggie conVISUAL
30 ME66_Final 23/7/10 12:28 Page 1

CHARTS

BPLAY SMARTPHONE ENTERTAINMENT CHARTS

THRU JULY 15, 2010
TOP 20 THEMES TOP 20 GAMES
SMARTPHONE ENTERTAINMENT CHARTS SMARTPHONE ENTERTAINMENT CHARTS
THRU JULY 15, 2010 THRU JULY 15, 2010
TITLE CATEGORY PUBLISHER TITLE CATEGORY PUBLISHER
1 IBERRY 2.0 TODAY PLUS TODAY PLUS MAGMIC 1 BEJEWELED PUZZLE EA
2 SLIPSTREAM NEXT GEN MAGMIC 2 TEXAS HOLD'EM KING 3 CARDS/CASINO MAGMIC
3 IBERRY PINK TODAY PLUS TODAY PLUS MAGMIC 3 MAHJONG SOLITAIRE CARDS/CASINO MAGMIC
4 IWIDGETS NEXT GEN MAGMIC 4 TETRIS PUZZLE EA
5 EXPLORER 2.0 NEXT GEN MAGMIC 5 FAMILY FEUD STRATEGY/BOARD GLU
6 IBERRY HORIZON TODAY MAGMIC 6 SOLITAIRE LEGENDS 2 CARDS/CASINO MAGMIC
7 GLITTER TODAY PLUS TODAY PLUS MAGMIC 7 THE SIMS 3 STRATEGY/BOARD EA
8 PRIMEBLACK ZEN COCKY CULTURE 8 SPADES CARDS/CASINO MAGMIC
9 SALTWATER ANIMATED MAGMIC 9 SCRABBLE STRATEGY/BOARD EA
10 TINKER BELL DISNEY DISNEY 10 PHASE 10 CARDS/CASINO MAGMIC/FUNDEX
11 IHD ZEN COCKY CULTURE 11 RISK STRATEGY/BOARD EA
12 PINK MAGIC ANIMATED MAGMIC 12 ARMIES OF WAR STRATEGY/BOARD GLU
13 LEATHER EXECUTIVE ZEN COCKY CULTURE 13 COD: MODERN WARFARE 2 ACTION/ARCADE GLU
14 GLITTER MOTION ANIMATED MAGMIC 14 TWILIGHT: ECLIPSE PUZZLE REALARCADE
15 RAINFOREST ANIMATED MAGMIC 15 BLACKJACK HIGHROLLER CARDS/CASINO MAGMIC
16 BEACHES OF THE WORLD ROTATING BACKGROUND MAGMIC 16 SUDOKU PUZZLE MAGMIC
17 TINKER BELL PINK DISNEY DISNEY 17 BRAIN UP PUZZLE MAGMIC
18 IBERRY PSYCHEDELIC TODAY PLUS MAGMIC 18 SIMCITY DELUXE STRATEGY/BOARD EA
19 IBERRY EDGE TODAY PLUS TODAY PLUS MAGMIC 19 CHUZZLE™ PUZZLE POPCAP
20 URBAN GRAFFITI ROTATING BACKGROUND MAGMIC 20 WHO WANTS TO BE A MILLIONAIRE® 2010 STRATEGY/BOARD CAPCOM
SOURCE: MAGMIC GAMES - BPLAY SOURCE: MAGMIC GAMES - BPLAY

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30 | August 2010 Mobile Entertainment www.mobile-ent.biz

31-34 ME66_Final 26/7/10 16:21 Page 1

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INLOGIC PARTNERTRANS online version has also been designed to
+421 904 628 889 01273 229030 offer readers a directory of all products and
www.inlogic.eu www.partnertrans.com services in the content industry. A presence in
this section ensures that your company’s
details are easily found, keeping you one step
ahead of your competitors.
INMOBI SMART SMS
The standard package includes:
020 3286 6785 +966 149 403 46  1/4 page advert in each issue
www.inmobi.com www.smartsms.com.sa  Regular editorial coverage in the
dedicated column
 Company details listed in the online directory
with web link and marketplace index
KATINA SPLASH
078 3366 4075 0870 934 2666
www.katinaleisure.com www.splashnews.com

To get your company featured here contact

WWW.MOBILE-ENT.BIZ/MARKETPLACE Katy.Grant@intentmedia.co.uk
t: +44 (0) 1992 535647
MOBILE ADVERTISING VIDEO/PICTURE AGGREGATION

Mobile Entertainment August 2010 | 31

www.mobile-ent.biz
31-34 ME66_Final 26/7/10 16:21 Page 2

MOBILE MARKETPLACE
AFFILIATE PROGRAMS MOBILE SERVICE PROVIDER

LOCALISATION SOFTWARE DEVELOPER

32 | August 2010 Mobile Entertainment www.mobile-ent.biz

31-34 ME66_Final 26/7/10 16:21 Page 3

MOBILE MARKETPLACE
SMS SERVICES MARKETPLACE NEWS

And now for

something
completely
mobile
Spain-based mobile content provider
Zed Worldwide has snapped up global
mobile rights to cult British comedy
brand Monty Python.
As part of a deal struck with rights
holder Space Enterprises, Zed will
create and sell exclusive games, apps
and personalisation content –
including video clips from the TV
series and movies. The Monty Python
content will be available at the
beginning of Q3 2010 across various
platforms, including the iPhone.
It was a busy July for Zed, which inked
a deal to power the mobile content
storefront for UK games retailer GAME.

mobivention’s first
Android adventure
German content specialist mobivention has launched a wallpaper series for
Android. Its new app, a first for the company on Android, bundles four
background images featuring Hello Kitty and others. They can be purchased at
€0.99 or €0.50 on Android Market. The Sony Ericsson PlayNowTM portal will also
offer these apps to users of the Sony Ericsson X8, X10, X10 Mini and X10 Mini
Pro. mobivention’s next product launches will include Android themed apps and
live wallpaper. They should be available in Q3 2010.

GetJar gets Belgian

Browser based app store GetJar is to make its 75,000 free apps available on
CONTACT KATY GRANT TO ADVERTISE IN Belgacom’s portal. The deal makes Belgacom the latest carrier to license GetJar’s
App Catalogue Express (ACE) white label catalogue solution. Others include Sprint,

MOBILE
Sony Ericsson, Rogers, 3UK, The Carphone Warehouse and Virgin Mobile France.
Ilja Laurs, GetJar’s CEO, said: “The demand for apps continues to soar and many
operators and other third parties are eager to introduce an app store, without
needing to manage the sourcing and moderating of thousands of individual apps.”

MARKETPLACE
Katy.Grant@intentmedia.co.uk
tel: +44 (0) 1992 535647
InMobi raises $8 million
The ad network InMobi has raised funds that will be used to open a Japanese
office and support the expansion of operations in the US, Europe, Asia Pacific
and Africa. The $8 million Series B injection came from Kleiner Perkins Caufield &
Byers and Sherpalo Ventures. The latest round of funding brings the company’s
total to $15 million to date. InMobi says its mobile ad network generates 16.9
billion monthly impressions across 108 countries.

SEND YOUR NEWS TO TIM.GREEN@INTENTMEDIA.CO.UK

www.mobile-ent.biz Mobile Entertainment August 2010 | 33
31-34 ME66_Final 26/7/10 16:21 Page 4

MOBILE MARKETPLACE
MARKETPLACE NEWS DISTRIBUTION

Ringback to front
Muzicall and IMImobile have formed a
partnership to promote the adoption of
ringbacks in Europe. These two giants
will offer a fully managed service.
IMImobile will draw from its
experience in delivering RBT
technology in Asia-Pacific and Africa,
while Muzicall will use its best practice
framework to maximise the impact of
ringback marketing.
The two companies are on a
mission to prove that the relative
underperformance of RBT in Europe is
not to do with any cultural aversion,
but purely down to awareness and
implementation. In the past 12
months Muzicall has grown the
number of RBT subscribers across its
managed services by more than 300
per cent.

BuzzCity makes a
good impression
Asia-based ad specialist BuzzCity enjoyed a 61 per cent rise in impressions in Q2,
delivering 12.8bn across 200 countries.
BuzzCity revealed the stats in the latest Global Mobile Advertising Index.
During the quarter, 44 markets delivered monthly traffic exceeding ten-million
impressions per month – an increase from 32 markets in Q1. New advertisers
including Malaysia Airlines, Adidas, Puma and South African football brand,
Homeground, were also added. TV, media and web players such as Google, Yahoo
and MSN also increased their mobile advertising spend.
There was a 25 per cent increase in the number of publishers joining the network.

Gamecot’s B2B app marketplace

A new online trading
area that facilitates deals
between developers and
publishers has been
launched by India’s
Gamecot. The site invites
developers to sign up and submit images and videos with some information
about their app or game. This is then made available to publishers that are also
site members. Interested publishers can then purchase licences for titles.

ImpulsePay adds Payforit 3

Mobile payments specialist ImpulsePay is offering Payforit 3 to merchants in the
UK market. Payforit was established a couple of years ago as a standardised and
transparent way for accredited intermediaries to take mobile micropayments for
content and services. According to ImpulsePay, the update offers a better
graphical flow and a clearer 3-step purchasing process.

SEND YOUR NEWS TO TIM.GREEN@INTENTMEDIA.CO.UK

34 | August 2010 Mobile Entertainment www.mobile-ent.biz

35 ME66_Final 26/7/10 16:00 Page 1

OPERATORS

Network Subs
Key operator subscriber numbers from around the world...

COUNTRY OPERATOR SUBSCRIBERS COUNTRY OPERATOR SUBSCRIBERS

WESTERN EUROPE EASTERN EUROPE
UK VODAFONE 18,704,000 HUNGARY T-MOBILE 5,207,000
T-MOBILE 16,608,000 CROATIA T-MOBILE 2,885,000
3 5,591,000 CZECH REPUBLIC T-MOBILE 5,458,000
O2 20,960,800 O2 4,922,700
ORANGE 16,110,000 VODAFONE 2,984,000
GERMANY VODAFONE 34,774,000 RUSSIA MEGAFON 49,117,000
T-MOBILE 39,330,000 MOBILE TELESYSTEMS 68,700,000
O2 15,400,300 VIMPELCOM 49,971,000
E-PLUS 18,712,000 TELE2 13,302,000
FREENET (DEBITEL + MOBILCOM) 17,621,000 UKRAINE KYIVSTAR GSM 22,285,000
DRILLISCH (VICTORVOX) 1,969,000 UKRAINIAN MOBILE (MTS) 17,780,000
ITALY VODAFONE 22,403,000 SLOVAKIA O2 463,100
3 8,931,000 T-MOBILE 2301000
WIND 17,900,000 ASIA PACIFIC
TIM 31,921,000 AUSTRALIA 3 6,052,000
FRANCE ORANGE 25,354,000 OPTUS 8,225,000
SFR 20,226,000 TELSTRA 10,191,000
BOUYGUES 9,894,000 VODAFONE 3,274,000
VIRGIN 1,600,000 CHINA CHINA MOBILE 508,367,000
SPAIN VODAFONE 17,069,000 CHINA UNICOM 142,799,000
MOVISTAR 23,993,200 TIBET TELECOM 46,780,000
ORANGE 11,620,000 HONG KONG 3 1,456,000
YOIGO 1,318,000 SMARTTONE 1,164,000
NETHERLANDS VODAFONE 4,708,000 INDIA BHARTI AIRTEL 110,511,416
T-MOBILE 5,474,000 BSNL 58,756,598
KPN 6,739,000 IDEA CELLULAR 51,454,402
TELE2 417,000 TATA INDICOM 46,796,033
IRELAND VODAFONE 2,119,000 RELIANCE 86,117,663
O2 1,717,500 VODAFONE 82,846,000
3 1,200,000 JAPAN NTT DOCOMO 55,186,000
METEOR 1,017,000 THAILAND AIS 28,282,300
SWEDEN 3 (INCLUDES DENMARK) 1,423,000 DTAC 19,271,000
TELENOR 1,958,000 TRUE MOVE 15,400,000
TELE2 3,343,000 SINGAPORE SINGTEL 2,976,000
NETCOM 5,608,000 STARHUB 1,884,000
NORWAY TELENOR 2,977,000 MOBILEONE 1,718,000
NETCOM 1,650,000 LATIN AMERICA
TELE2 463,000 ARGENTINA MOVISTAR 15,453,400
DENMARK TDC 3,202,000 COLUMBIA MOVISTAR 8,810,900
SONOFON 2,018,000 COMCEL 27,357,000
GREECE VODAFONE 6,255,000 BRAZIL VIVO 48,847,200
COSMOTE 8,800,000 CLARO 42,278,000
WIND (PREVIOUSLY-QTELECOM) 4,967,000 MEXICO TELCEL 58,360,000
T-MOBILE 9,064,000 MOVISTAR 16,518,400
BELGUIM MOBISTAR (ORANGE) 3,421,000 VENEZUELA MOVISTAR 10,613,800
BASE 2,992,000 NORTH AMERICA
BELGACOM MOBILE 3,829,000 CANADA BELL 6,707,000
POLAND VODAFONE 3,451,000 ROGERS 8,365,000
ORANGE 13,736,000 TELUS 6,413,000
T-MOBILE 13,482,000 USA SPRINT 48,281,000
PORTUGAL VODAFONE 5,813,000 T-MOBILE USA 33,420,000
TMN 7,084,000 VERIZON WIRELESS 89,013,000
OPTIMUS 3,326,900 US CELLULAR 6,131,000
SWITZERLAND ORANGE 1,566,000 AT&T 81,596,000
SWISSCOM 5,543,000 Source: Mediacells was established in 2004 to assist clients in making more money out of mobile. The
SUNRISE 1,487,000 company provides accurate and actionable intelligence to the mobile, media, retail, research and
AUSTRIA T-MOBILE 3,387,000 information sectors. www.mediacells.com

www.mobile-ent.biz Mobile Entertainment August 2010 | 35

36-37 ME66_Final 26/7/10 17:39 Page 1

p party, sponsored by Zed…

Memories of last month’s ME’s Meet-U

On the morning of July 19th, Zed

announced that it had won the deal
to mobilise Monty Python film and
TV content. By the evening, it was
time for something completely
different. A networking party, no less.
Yep, over 150 content execs
descended on the exclusive 24
London venue for an evening of
conversation, drinking and business
development. Among the attendees
were representatives of Nokia,
Vodafone, GetJar, 3UK, RIM, WWE,
e.
IPC Media, Mobcast and many mor
Here’s a gallery that proves what
a good time they all had. If you
missed it, make sure you sign up for
the next one…

Zed alert!
After more than ten years, Zed has
established itself as one of the
world’s giants in mobile content. In
2009, it bought Player X as part of
a strategy to grow its business
beyond D2C and move into the
operator and media space. In the
UK, this strategy is starting to
deliver.
Zed has already closed a deal to
power a mobile storefront for the
market leading UK games retailer Check out those smiles. What
Game, and has also become the exactly is making Strike New
official mobile content partner for Media’s Alex Rahaman (left),
Monty Python – and iconic brand Wireless Expertise’s Anuj
that has traditionally been under- Khanna (middle) and Bango’s
represented in wireless. Nandi Gurprasad (right) so
If you would like to speak to Zed happy? Could be the flourishing
about a potential partnership, content market. Could be beer.
email the UK sales director Adam
Maxted at Adam.Maxted@zed.com.

36 | August 2010 Mobile Entertainment www.mobile-ent.biz

36-37 ME66_Final 26/7/10 17:44 Page 2

Meet-Up on
September 20th
Save the date!
ME is delighted to confirm the
next Meet-Up, sponsored by the
fast-growing ad network InMobi.
As before, the venue will be the
opulent 24 London venue in the
UK capital. Come along and you’ll
get the chance to find out about
InMobi’s rapid expansion plans in
the company of key mobile
content execs.
Please send an email to:
meetup@intentmedia.co.uk.
Include your full name and job
title in the email. If demand
exceeds supply, we’ll allocate
spaces on a lottery basis. There’s
no charge for entry.

Meet-Up
Monday September 20th
24 London
24 Kingly Street
ME’s executive editor Tim Green London W1B 5QP
(below) has Zed’s UK country
manager Michaelia Negri locked Email: meetup@intentmedia.co.uk
in a vice-like embrace. He’s just
so incredibly grateful she paid
for all the drinks. She’d
obviously like to get away, but
the force is too strong...

Drinking, biz dev, trying to

remember who you’re
speaking to. So many ways to
occupy your time at an ME
Meet-Up. Try to spot WWE’s
Gillian Hughes, Voda’s Aaron
Johnstone and others turning
the networking up to 11...

BE A MEET-UP SPONSOR
Imagine hosting your own profile-raising product launch party but getting the bargain. This is what Meet-Up does. It’s a hassle-free and affordable way to
someone else to do all the work! And then imagine getting masses of launch a new product or service – or just raise your company’s industry profile
exposure in the world’s leading content trade publication and web site into – in front of your own invited guests and a general industry audience.

Contact Katy Grant at 01992 535647 or email katy.grant@intentmedia.co.uk for more.

www.mobile-ent.biz Mobile Entertainment August 2010 | 37
38 ME66_Final 26/7/10 15:59 Page 1

FAVOURITES
That’s yer slot MAREK PAWLOWSKI,
founder, MEX conference
mobile
Most of the time, the whole point of
rtain men t is to repli cate real- worl d experience WHICH PHONE DO YOU CURRENTLY
ente
the med ium of the handset: you OWN?
conveniently through
drive a car usin g the tilt func tion. No need for iPhone.
can play
e com part men t. Well, not
pedals, dashboard or a glov
ts to tidy thing s up this way. Consider WHAT’S THE BEST PHONE YOU’VE
everyone wan
tran sform s your iPhone
Jackpot Slots, a peripheral that EVER HAD AND WHY?
le slot mac hine . Not virtu ally. But with Motorola Timeport. There’s nothing
into a casino-sty
d band it-sty le lever.
the addition of an actual one arme caught
better than manually re-entering WAP
ulou s. And so wou ld anyo ne settings each time you want to go
Frankly it looks ridic ine online.
ins for that genu
using one. What’s next? Some curta
night-mode experienc e? WHAT PHONE WOULD YOU LIKE NEX
T?
Preferably one in a colour other than

Apple’s melody Mann

silver, white or black.

much hilarity and HOW MANY TEXTS DO YOU SEND

The antenna-gate issue prompted
reud e from the rank s of App le refuseniks in our A DAY?
schadenf
ht back through the medium A few.
industry. But one fanboy foug
than Man n, com pose r of hundreds of topical
of song. Jona WALLPAPER?
ditties, rhymed as follows:
called worse things A photo of an old boat yard on the
‘And you can call me a fan-boy, I’ve been River
their anti- apple strings Arun, near Littlehampton.
But gizmodo just ridiculous, pulling
n proto type , get over it and move on
You bought a stole FAVOURITE MOBILE GAME?
.’
Or hey even better, let’s all sing this song
admire his devotion Hooked on Angry Birds.
It’s not Cole Porter, but you have to
to the cause. FAVOURITE APP?

The mollusk you must ask

I’ve been missing Nokia SportsTracker
since moving to iPhone.
had his day in the
The real Paul the Psychic Octopus has
, perh aps) – and may well be being MOBILE INTERNET BOOKMARKS?
sun (month in the tank
. But his legend and Dabr, Google Reader and BBC.
served with a light dressing right now
commercial potential live on.
world’s favourite ANYTHING YOU’D GLADLY PAY FOR
The inevitable mobile cash-in on the
usk pund it came last month in ON MOBILE THAT YOU CURRENTLY
clairvoyant cephalopod moll
uTou chLa bs’ new Ask the Octo pus app. Here’s CAN’T GET?
the form of
vs. iPho ne (win ner: Android), Half price money?
what we asked him: Android
(win ner: Jolie ), apps vs. brow ser (winner:
Jolie vs. Aniston
e (win ner: metaverse). WHAT’S THE
browser), string theory vs. multivers
WORST IDEA

Qualcomm’s big drive

YOU’VE SEEN IN
MOBILE?
Karazuba couldn’t The unwinnable ‘I’m
It’s a safe bet that QuickLogic’s Paul
q conference last more open than you’
wait for the end of Qualcomm’s Uplin
it was borin g, but because he was debate in the mobile
month. Not because
motorbike offered as a platform space.
the winner of the Harley-Davidson
t a way to go home, eh?
prize to delegates. Wha

MOBILE ENTERTAINMENT
Mobile Entertainment
SUBSCRIPTIONS magazine – your direct link
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If you or one of your colleagues would like to request content news source
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Please note that this is a controlled circulation title  Monthly direct-to-
Executive Editor: Sub-Editor: Production Manager: and subscription criteria will be strictly adhered to. desk print circ: 8,012
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Associate Editor: Advertising Sales Manager: Publisher/Managing Director: be reproduced in any form or by any means without Need to get your message across? Work with Mobile
STUART O’BRIEN KATY GRANT STUART DINSEY prior permission of the copyright owners. Printed by Entertainment magazine to maximise your exposure
Stuart.Obrien@intentmedia.co.uk Katy.Grant@intentmedia.co.uk Stuart.Dinsey@intentmedia.co.uk Pensord Press, NP12 2YA and reach all sectors of the industry, using print,
online and events.
Editorial Production Manager: Design: Mobile Entertainment is published 12 times a year
HELEN FRENCH JAMES MARTIN by Intent Media ~ Saxon House, 6A St. Andrew Contact Katy.Grant@intentmedia.co.uk for more
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EDITORIAL: +44 (0)1992 535646 ADVERTISING: +44 (0)1992 535647 FAX: +44 (0)1992 535648
30 | August 2010 Mobile Entertainment www.mobile-ent.biz
32 ME65_Final 15/6/10 10:24 Page 1
40 ME66_Final 23/7/10 10:21 Page 1