NEW LOOK Telemedia Magazine

ISSUE 37 | £4.99

making interactive media pay

www.telemedia-news.com

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Mobile payment adopters driving ‘sharing economy’ trend, finds PaymPeople who use mobile banking are four times more likely to be happy sharing money with friends and family, according to new research from Paym, the payment tool that uses a mobile number. >> 11

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Online payments via mobile boom worldwide, UK leads the wayWhen it comes to paying for online transactions using mobile, the UK is way out in front, according to figures from the latest quarterly Mobile Payments Index from payment technology company Adyen. >> 12

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The Interview

To find out more about what is happening with Charge to Mobile we asked ImpulsePay’s Commercial Director, Paul Paterson, to answer a few of our questions >> 15

paymEntS

Could there be a better business case?In the increasingly digital world – and in a world where advertising on mobile is a challenge – charge to mobile offers merchants not only a new way to get consumers to pay, but also the potential for new revenue streams and engagement. >> 16

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Merchants reach 47% more UK customers with charge to mobile, study finds

markEtIng

Marketers gamble on Apple Watch app success

New research from ImpulsePay reveals that Charge to Mobile reaches one and a half times as many consumers as credit cards and over four times as many as PayPal.

The research proves that with over 85 mil-lion active mobile subscriptions in the UK

As the Apple Watch goes on sale, new research from digital marketing agency Greenlight reveals that one in three marketers (32%) are thinking about building an app for the Apple Watch this year, while almost one in ten (8%) are already making plans to do so. Greenlight found that one in five marketers (19%) have ordered or plan to order a smart watch, while over half (57%) have no plans to buy one.

alone, Charge to Mobile – known globally as Direct Carrier Billing – has the largest share of users of any mobile payment op-tion in the UK.

Online merchants have the potential to reach 93% of all adults in the UK by includ-ing a Charge to Mobile option at check-

mPayments Summit previewThe mPayment Summit on 9 June 2015 in London will showcase Charge to Mobile in all its glory. Here is what to look forward to

The Internet of Cha-ChingsOisin Lunny asks the experts what impact new connected devices will have on telemedia and commerce

Microsoft addscharge to mobileto Windows 10Microsoft is to bring carrier billing to all Windows 10 devices, opening up charge to mobile to millions

Marketers expect consumers to use the Apple Watch to receive notifications (62%), make contactless payments (56%), access email or messaging apps (48%), and re-motely control functions on their smart-phone, such as music (40%). Less than a third (29%) think consumers will use smart watches to shop online, while just one in four (26%) expect consumers to speak into watches to search the web.

featuring

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3 Making interactive media pay

markEtIng

Brands spend a record $200bn on digital marketing as shoppers migrate to mobile and tabletsNew research from Juniper Research has found that global brand and retail spend on digital marketing activities will reach $200bn this year, up by 15% on 2014 levels.

The research suite, Digital Retail Marketing: Loyalty, Promotions, Coupons & Advertising 2015-2019, observed that nearly 70% of the net increase on digital marketing spend this year would be concentrated on mobile and tablet devices, as brand strate-gies evolve to deliver campaigns within an omnichannel digital environment.

According to the research, factors behind the migration to smartphones and tablets include their capabilities to en-able timely, targeted, person-alised campaigns, to enhance customer engagement and to

Mobile messaging significantly enhances customer relations, sales and marketing and customer insight – and can help employee relations – yet many companies aren’t really embracing it yet.

analyse the relative success of campaigns. It noted that, in the case of mobile coupons, redemption rates were typically significantly higher and costs per redemption much lower than for traditional mechanisms

such as direct mail or newspa-per coupons.

Additionally, the report highlighted the potential for us-

Hospitality, and Utilities. Many organizations in these indus-tries have failed to adopt holis-tic mobile messaging strategies that support company-wide use cases, as 62% have at least two messaging platforms deployed, and 78.5% have more than one active initiative.

According to the research, the greatest benefit of mobile messaging across these indus-tries is its ability to improve customer experience and em-ployee relations. As one type of solution does not fit all, these organizations tailor their mobile

ing predictive analytics on the wealth of online data generated through consumer activities on websites and social media. It observed that predictive analytics was increasingly being used in real time, with retail-

ers able to tailor advertising and product promotion while a customer is browsing their websites.

messaging implementations to meet requirements within their industry segments.

Top takeaways from this cross-industry analysis reveal that business leaders in these sectors are driving new invest-ments in mobile messaging and are closely involved in specification, selection, and deployment. These businesses are also finding that maximizing investments requires integrat-ing mobile messaging into structured business workflows,

However, the research claimed that brands need to develop marketing strategies to cater for an audience which increasingly media meshes or media stacks: that is, uses mul-tiple screens simultaneously for digital activities which are either related or unrelated.

It also stressed the impor-tance of maximising the poten-tial of digital media throughout the entire retail lifecycle rather than purely to drive product awareness and/or one-off footfall to stores. According to research author Dr Windsor Holden, “The beauty of mobile and online marketing channels is that they can play an active role throughout the retail life-cycle, from product discovery to product purchase, enhancing customer value through per-sonalised promotions.”

and that it is easiest to do this if IT can utilize a workflow engine from a trusted vendor to quickly create services and address functional needs.

“Although use cases can differ in terms of how global enter-prises are utilizing mobile mes-saging, these findings revealed that no matter what sector, businesses need to take a long-term, purpose-led approach to their mobile messaging invest-ment,” says Robert Parker, Group VP, IDC Insights.

So finds a study by IDC spon-sored by OpenMarket titled “Exploring the Impact of Mobile Messaging on Customers, Employees and Operations” which reveals results from 600 technology decision makers representing global enterprises.

The newest findings reveal key insights into how mobile messaging is being used in the following industries: Automo-tive, Consumer Packaged Goods (CPG), Education, Financial Services, Healthcare, High Tech, Media & Entertainment, Trans-portation & Logistics, Travel &

mESSagIng

Messaging key to customer service, sales and workforce, finds survey

4 More news, views and analysis at www.telemedia-news.com

paymEntS

Carrier billing is number one payment channel for digital content in Germany, finds DIMOCOWith 112.6 million mobile subscribers, carrier billing is the number one digital content payment method with the widest potential reach in Germany. While mobile handset penetration is 139.2%, with many people having two mobile devices, only 35% of the population owns a credit card.

So finds the latest DIMOCO Carrier Billing market special, produced in cooperation with Juniper Research and Price Waterhouse Coopers. The study also finds that the digital content market in Germany will increase to €4.623 billion revenue in 2018

Leading the way is the e-book, e-magazine and e-newspaper market, likely to account for €1.684 billion of the total by 2018. E-games comes second at €1.569 billion in 2018. Home videos will hit €761 million and digital music €609 million.

“Digital content is being increasingly consumed on mobile devices, as the number of smart-phones in Germany has gone up by 20% in just the last 2 years,”

says Gerald Tauchner, DIMOCO Co-Founder and CEO, comparing figures from DIMOCOs’ Germany Carrier Billing market specials 2014 and 2015.

The German mobile network market is operated by Telekom Germany (35% market share), Vodafone (28% market share) and Telefónica Germany (37% market share including the brands O2 and e-plus).

Integrating Carrier Billing into the checkout process lets digital content providers as well as consumers benefit from a num-ber of aspects, says DIMOCO. While consumers prefer Carrier Billing if the payment method is available, and are more likely to purchase digital content due to its simplicity, convenience and security, companies profit from higher conversion rates and a bill-

ing method available on multiple screens.

Conversion rates, measured in Europe, go up to 70% for first time transactions (credit card billing: only 10 %) and up to 80-88% at repeat digital content purchases (credit card billing: only 20 %).

On the German market, available via DIMOCO, services, transitional goods and digital content on all digital channels can be monetized as one-off or subscription service transactions within a price range of €0.19 and €30, depending on the mobile network operator. The entire digital content market in Europe is expected to be worth €37 billion in 2018, approximately €7.2 billion of that amount will be billed via Carrier Billing in Europe.

out – an additional 47% when compared to a stand-alone credit card option at checkout, or an additional 325% more than PayPal.

The figures are compared to the 58 million credit cards that were in circulation in the UK in early 2014, of which only 66% were active, and the number of UK registered PayPal accounts, of which there are 20 million.

The comparison also takes into account similar smart-phone apps that allow users to pay for goods direct from their mobiles such as Barclays’ Pingit,

which in 2014 had been down-loaded just 2.5 million times (equivalent to only 3% of active mobile subscriptions).

Charge to Mobile is the term for the technology that allows a customer to make a purchase via their phone, in a quick transaction without entering their credit card data. The cost is then charged to the customers’ mobile phone account, or taken from the available credit if they are on a pay as you go tariff.

Fees for mobile payments are now comparable to the fees charged for credit card or PayPal transactions and have

paymEntS

Merchants reach more customers<< 1 moved a long way from the

30% transaction fee charged by app stores.

“The goal for Charge to Mobile has always been to reduce the rates enough in order to compete head to head with credit cards as a payment method,” adds Paul Paterson, Commercial Director of ImpulsePay. “A great deal of work has been done by the Charge to Mobile providers and the network operators, and as a result new transaction fees of only 9.9% were introduced last year, alongside simpler pay-ment flows.”

The research makes a stark comparison to marketers’ adoption of mobile. Despite this week’s ‘Mobilegeddon’, which saw Google alter its search al-gorithm to favour sites that are “mobile-friendly,” less than two-thirds (65%) of marketers have already optimised their website to cater for mobile users, while just over a fifth (22%) have built a mobile web app.

Following Google’s action, brands with poorly optimised mobile sites may see steep dives in their visibility that could push them into relative obscurity for their key target terms. Despite pressure to maintain SEO visibility, just over half (51%) of marketers who don’t have a mobile website, plan to build one this year.

“The Apple Watch may be shiny and new, but it’s also com-pletely unproven. There’s no telling how consumers will use it or if it will even take off. Building apps for it may pay off, but it’s a massive gamble; and one that most marketers aren’t willing to take,” said Andreas Pouros, COO and Co-founder at Greenlight.

“By comparison, Google estimates that around 50% of searches are conducted from mobile devices, through mobile browsers and its own search apps. Despite this, less than a fifth (18%) of marketers plan to optimise their website this year. With so much at risk, even marketers who have already developed a mobile website would be better off putting their money into improving the user experience and targeting mobile users than build-ing a smart watch app that could be dead in the water within months.

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Apple watch

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from thE EdItor

Giving consumers what they want – and need

commErcE

Mobile purchases to account for a third of 2015 UK retail e-commerce sales

paul Skeldon. editor

Across 2015, a third of all online sales in the UK will take place via smartphones and tablets, predicts eMarketer. By 2019, that figure will rise to over 40%.

eMarketer estimates that UK retail e-commerce sales will rise 14.5% this year to reach £60.36 billion ($99.39 billion), driven by an improving economy, shoppers’ increasing usage of mobile devices for making pur-chases and expanded options for purchase delivery. Indeed, digital will be the main driver of overall retail sales growth, and as a consequence, its share of total retail sales will increase to 14.4% in 2015.

This will place the UK atop the global rankings when it comes to ecommerce’s portion of total retail sales, No. 2 on the list will

page 11 shows, Mirosoft is build-ing charge to mobile into how users can purchase Windows 10 related stuff. This really does put carrier billing – the other name for Charge to Mobile – on the public’s radar.

The move by Microsoft will see potentially hundreds of millions of people worldwide start to use carrier billing routinely to pay for software and content. It will be a boon to users in the developing world, where mobile technology has surpassed all other forms of connectivity and indeed pay-ments. It will also be a boon to the many millions of Windows users in the developed world.

For the charge to mobile indus-try, it puts the technology front and centre in consumer minds. Actually that’s wrong. It doesn’t. It actually makes the payment pro-

be China, with a 12.0% share, while the US will be well back at 7.1%.

Meanwhile, the growth trajec-tory for mcommerce sales is particularly steep, with a rise of 30.3% forecast this year. eMarketer predicts UK retail mcommerce sales will reach £19.92 billion ($32.80 billion) in 2015, and by 2019, that figure will climb to almost £37 billion ($60.93 billion).

“That mobile is playing an in-

cess something that consumers don’t think about, just some-thing they do. And that is way more important.

In fact, we don’t want con-sumers to think about it. They shouldn’t even notice it. They should just click and pay and all is well.

And that is what the Microsoft deal offers. And it is what the new look Telemedia magazine is also offering. We want to get the telemedia industry properly represented to vertical markets across the world so that they too can deliver the ease and simplicity of carrier billing to their consumers.

That journey starts here. Enjoy.

creasingly important role in the retail shopping habits of UK con-sumers is without question, be that via smartphone, phablet or tablet. What this demonstrates, though, is that digital shopping and buying long ago entered the mainstream for most UK con-sumers, and buying via mobile is just the next step. Indeed, device-agnostic buying, thanks to users’ familiarity with these various device types, is becom-ing the norm,” commented Bill Fisher, analyst at eMarketer.

Tablets are particularly signifi-cant for UK mcommerce sales growth. As more consumers have embraced these devices for lean-back browsing of po-tential purchases, retailers have made greater efforts to make sure their tablet retail sites and apps are particularly rich and responsive.

THE BIG GUY Paul Skeldon [email protected]

ArT DIrEcTor Victoria Wren [email protected]

conTrIBUTors & consUlTAnTs Matthew Leach, Aideen Shortt, Sheldon Johns, Andrew Darling, Peggy Ann Salz, Ritesh Gupta, Alexandra Franklin, Paul Dunone, Bruce Pharoah, Christabel Farrah, John Strand, Melvin de Vere, Victoria Hawes, Peter Welburn

sAlEs & MArkETInG [email protected]

ProDUcTIon DIrEcTor Annika Micheli [email protected]

PUBlIsHEr Jarvis Todd [email protected]

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Well here it is: the new look, bi-monthly Telemedia magazine, incorporating Charge to Mobile Review. And it looks great. It also serves a higher purpose: it is here to get the message about mobile payments and charge to mobile out there to the merchant com-munity that can benefit from what is on offer.

But let’s not get bogged down in payments. What teleme-dia really offers to the world is payments combined with engagement and data and it is already being widely used in the broadcast and media industries. The opportunity lies in extending this messaging to other verticals and showcasing how it all works together.

Part of the battle is already being done. As the lead story in Charge to Mobile review on


Show prEvIEw

mPayments Summit previewCharge to mobile – or direct operator billing – is a well kept secret. But one that needs to be told. Research by Juniper Research shows that carrier billing allows vendors to profit from 60% higher conversion rates for first time transactions and 70% higher conversion rates for second transactions compared with credit card billing – if they use carrier billing. And 75% of European users prefer carrier billing if the payment option is available for digital content purchases.

payments; How to turn engagement into payments and payments into relationshipsFeaturing: OpenMarket, mGage, TxtNation, IMI Mobile

GETTING CONSUMER BUY-IN AND DELIVERING CUSTOMER SERVICEA look at how to create consumer awareness, gain con-sumer buy in and gain consumer trust. This session will cover: Marketing of services; Customer acquisition; Working with merchants to reach consumers; Branding of services; Service flow; Regula-tion of services – and what is there to protect consum-ers; Handling complaints & bill shock; Strategies for mitigating refunds and charge backs; Managing data around consumers and clients alikeFeaturing: EE, Three, Vodafone, AIME, ImpulsePay

THE M-PAYMENT LANDSCAPETim Green, Editor, mobilemoneyrevolution.com puts charge to mobile in some context, we take a wry romp through the complex mobile payments landscape as-sessing what else is out there, what it offers and where charge to mobile fits in.

LEADING BY EXAMPLESo who is doing a great job within vertical markets and what are the secrets of their success? We line up a range of key players who already have digital payments services up and running and assess what they do and why it works. Featuring case studies from: Charity; Media; Gaming & Gambling; TV; Travel & Transport; and more

BREAKOUTS: HOW CAN IT WORK FOR YOU?Following on from our wealth of case studies, the audi-ence gets to break out with leading experts from the Charge to Mobile industry to discuss how what they have just heard can be applied to their businesses and busi-ness sectors.Featuring: TxtNation, IMI Mobile, ImpulsePay, Fonix, OpenMarket, mGage

NEXT STEPS AND FUTURE STRATEGIESSo where is the market going and what can you do to stop it boiling over and burning your spuds? Panel dis-cussion featuring: Claire McLaughlin, BBC; Dr Windsor Holden, Juniper Research; Mark Challinor, Future Media Inc; Tim Green, mobilemoneyrevolution

The mPayment Summit on 9 June 2015 in London aims to blow the lid off the cause of Charge to Mobile. Here is what to look forward to.

OPENING KEYNOTE: WHAT IS CHARGE TO MOBILE AND WHAT IS THE OPPORTUNITY?Dr Windsor Holden, head of forecasting & consultancy at Juniper Research outlines what that charge to mobile is and what it means for merchants

MORE THAN JUST PAYMENTS – MAKE IT ENGAGINGCharge to mobile is more than just about how to offer payments to consumers, it is all about how to use mobile to engage and connect with consumers and lead them to the payment. This session will cover: How to use SMS, apps and mobile messaging to engage consumers; New revenue models for using content charging rather than ad-funding; How to gather and use data from mobile engagement and

As a taster for World Telemedia Prague in November – and while the industry is gathered in one place – we take a look at next steps in service development and industry advancement. Sessions include:WHAT THE MERCHANTS WANTWe hear what key end user sectors want from telemedia companies. Featur-ing: Retailers; Broadcasters; Media companies; Charities; Publishers; Gaming & Gambling providersRULES, REGULATIONS AND DEVELOPMENTS – AND THEIR IMPACTFrom PSD2 to the eMoney licences and beyond, what is the industry facing and how does it impact delivering engaging p-pay solutions?WHERE DOES REGULATION GO NOW?Following the judicial review of PPP what is the regulatory landscape like and what does it mean for NGNs, affiliate marketing and co-reg issues?AIME INDUSTRY UPDATES With the industry gathered in London for the M-Payment summit, AIME will be running three workshops:• What does 13th Code Mean for you?• What does new guidance mean for you?• What does special conditions mean to you?

PLUS mGaming Summit 2015 Covering: Where charge to mobile fits into the gam-ing landscape; How to combine engagement with payments; Chargebacks; Outpayments; Rules and regulations; Mobile marketing; Text engagement; Text based reengagement; Payments as a UX and engage-ment tool; The next steps in mobile gaming

UK

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rEgUlatIon

Central to the announced di-rection are a full review of Part 4 (Investigations, Procedures and Sanctions) of the PhonepayPlus Code of Practice, a review of the independence of the Code Com-pliance Panel (plus other areas such as more legally robust pro-cedures and reliance on skilled resources) and a review of the sanctions guide and administra-tive charges.

All of this with industry input and collaboration.

The reviews should ensure that while the regulatory role is not undermined, investigations into services that are causing (or may cause) consumer detriment is treated proportionally, fairly and with the rights (human and legal) of the providers busi-nesses as well as the consumers taken into consideration.

There is no doubt that pre-mium rate regulation is more complex than most. This is the only regulatory area that the promotion, payment, product and post-sales support fall under the same umbrella and thus the rule set feels complex for a merchant currently using credit or debit card payments and wishing to utilise Charge to Mo-bile as an addition. To grow the opportunities, we need to as-sure digital and voice merchants that they have business surety of predictable outcomes if the

complex rule set is inadvertently breached. After all, 3000 other companies use premium rate successfully.

Industry also needs the assur-ance that damaging practices applied by a small subset of companies and individuals are dealt with swiftly and effectively to ensure continuation of a level competitive playing field and to remove the reputational damage that can be caused by deliberate scams infrequent though they are.

The operating environment for digital content and services is also complex. The rapid adop-tion by active consumers of smartphones and internet ac-cess moved consumer services into the internet where they are discovered through an alterna-tive ecosystem of advertising and promotional markets. While providers adapt to new and emerging marketing techniques they also need to gain a rapid understanding of the risks cre-ated by rogue affiliates, under-hand advertising practices de-ployed by others and consumer journeys that commence in the dark corners of the internet.

This complexity requires a fleet-of-foot understanding by the regulator that can only come from working closely with the industry that is experienced with the opportunities and the

potential issues. The tests of the new indus-

try collaborative approach by PhonepayPlus was the recent exercise of an AIME initiative to create a rapid response team of relevant expertise who can gath-er to discuss emerging issues. Consumers were being forced off their chosen mobile website onto inappropriate promotions by advertising intermediaries acting without the advertiser’s authority. The issue, once identified and a resolution plan agreed, has been placed back into the hands of the advertisers to work with the agencies and bar the practice. This did not need a regulatory response, but set in motion a resolution for an emerging consumer issue.

We believe that PhonepayPlus is now on a path that is commit-ted to working closer with the industry, while still maintaining its consumer protection role and without compromising its independence. Reform requires a huge amount of activity and we hope that both the outgoing and incoming chairs provide the moral support to the Executive to achieve this. Regulating on an even keel is a tough nut to crack.

Rory Maguire is Managing Director of AIME

Anyone attending the Phone-payPlus forum on 30th April who had missed the last forum would be forgiven for thinking that someone had kidnapped their senior management and sent in body doubles, as the opening presentations from Jo Prowse and Andrew Pin-der reflected a sea change in the stance towards the broad industry and indicated strongly and positively, their post-Judicial Review tactical direction that stunned the 150 strong industry audience into silence.

Certainly a humble Phonepay-Plus with a lot of lessons learnt recently and a lot of industry pressure for reform in many ar-eas – not least from AIME – but a wiser, stronger and more col-laborative regulator is emerging as a result.

Regulatory reform has been clearly needed since 2013 and we have witnessed operational changes – mainly occurring in the background – under the leadership of Prowse. We have also received in private, verbal commitments for changes to come, but the future direction was really made public for the first time at the Forum, nearly two years on since the moment in time in 2013 after the use of emergency procedures against multiple companies, that be-came the catalyst for change.

What is next for PhonepayPlus?

Following the judicial review of the regulator, things are going to have to change at PhonePay Plus (PPP) – but what is that change likely to look like? Rory Maguire offers his view


mESSagIng

Mobile payments may grab all the headlines, but as a channel it is so much more powerful because it is, at heart, a messaging channel. So what can be done with telemedia based messaging and how can it work with payments? Paul Skeldon takes a look

Most business have been forced into adopting a ‘mobile first’ strategy, because that is where the consumers increasingly are these days. But mobile first doesn’t mean replicating existing marketing and promotion mod-els just on a smaller screen, it is forcing a rethink of how brands engage consumers.

And increasingly, this engage-ment is something that spans more than just the old school model of advertising-response-sale-repeat and one of building relationships and using every touchpoint to engage with con-sumers, through every channel at every point of the sales cycle.

This is perhaps what is so inter-esting about mobile payments: not that it can just be a new way to pay, but that the payment process itself can be part of the engagement and relationship model.

And telemedia is one of the key technologies for delivering this. While telemedia is the key technology behind charge to mobile as a payment model (see p11-18 for our new magazine Charge to Mobile Review), it is

also a messaging tech-

nology. And messaging means engagement.

According to research by IDC for OpenMarket, 82% of the high-tech companies surveyed consider SMS to be effective for customer alerts. “Businesses in all industries are adopting a ‘mobile first’ strategy to engage mobile customers, through customer promotions and offers, alerts, and surveys to increase the relevance and immediacy of a ‘call to action’,” says Jay Emmet,

General Manager of OpenMar-ket.

Indeed, 87% of travel and hos-pitality respondents are currently piloting or in production with mobile messaging programmes that include customer promo-tions.

Not only does messaging and engagement help build brand loyalty and re-peat business, it serves a higher purpose – and

more

than pays for itself – through the data it generates. “The greatest value for mobile messaging to sales and marketing depart-ments is its ability to gain deeper customer insights, enhance multichannel delivery capabil-ity, and differentiate or improve the customer experience,” says OpenMarket’s Emmet.

Nowhere is this more likely to succeed than in the broadcast sector. As more shoppers turn to digital devices for shopping

and spend their time constantly plugged in, it is time for broad-casters to engage these con-sumers with smart advertising technology before they become left behind by the digital world. Dan Wagner, CEO and Founder of Powa Technologies, believes that smart advertising is crucial when trying to engage customers today.

“Smart advertising is the key to broadcasters avoiding

obsolescence, enabling viewers to immedi-

ately interact with adverts in real time directly,

unlocking rich customer engagement opportuni-

ties as the ad is playing, rather than leaving it

to chance that they will remem-ber later,” he says.

“Brands are flocking to digital advertising because it offers

a level of interaction and accountability not seen in

other more passive medi-ums. Broadcast has long guaranteed a huge mass audience, but busi-nesses are effectively walking in the dark, with only the loose correlation of viewing

figures and sales uplift to go by when judging ROI.”

To meet this need, Powa Tech-nologies’ mobile commerce plat-form PowaTag enables brands to transform advertising in any medium into an instant transac-tion point that can be engaged through a smartphone. Users can scan the screen or simply hold their phones up to recognise specialised audio tags, allow-ing them to instantly complete anything from purchases and donations to entering competi-tions and requesting product information.

Television is still the biggest advertising sector globally and this year the UK will spend around £3.8bn (almost a quarter) on television ads, compared to £2.5bn on print, £910m on outdoor and £492m on radio. Cinema is the second fastest growing ad format in the UK, but only accounts for one per cent of the total market. Digital ad growth will be driven predomi-nately by mobile (23 per cent), social media and video (both 18 per cent).

The total UK advertising mar-ket is expected to grow by 5.5 per cent to £15.8bn, almost two-thirds faster than in the US and the rest of Western Europe.

With UK smartphone penetra-tion at 62 per cent, the majority of viewers will now have a smart device close at hand providing the ideal opportunity for retailers to actively connect with them through broadcast. By taking this opportunity to engage with consumers, retailers would be able crack a whole new audience and revenue.

Wagner adds: “Brands are no longer willing to spend millions of dollars on advertising campaigns if they are unable to effectively measure the results. By creating interactive smart ads, broadcast-ers will be able to combine their huge reach with the visibility of digital campaigns, enabling the medium to retain its spot as the leading platform.”

Rules of engagement

By taking this opportunity to engage with consumers, retailers would be able crack a

whole new audience and revenue


commErcE

It started with a click Mobile payments are on the rise, but it is how they are used alongside other telemedia technologies that is the key. Here Juan Ageitos takes a look at how mobile and mobile payments are the key to click and collect

This year the amount of time UK adults spend daily with mobile devices will surpass the amount of time spent online via desktop and laptop computers. Indeed research from insights provider eMarketer indicates that UK adults will spend an average of 2 hours, 26 minutes each day with mobile devices. Brands can no longer afford to ignore mobile, especially those in the retail industry.

Mobile payments look set to hit the tipping point we’ve long been waiting for in the coming months, with Apple Pay expect-ed to do a lot to raise consumer awareness and trust of paying via their phones. However, the real challenge for retailers will be to integrate mobile into an-other of the retail sector’s hot-test topics – click and collect.

Click and collect as a whole is on the rise and smartphones and tablets provide almost infinite access to stores from practically every sofa all over the country. Once exposed to this unprecedented level of convenience, today’s increas-ingly time-poor consumers are unlikely to revert to their pre-tech habits.

THE PERFECT PARTNER At a recent event, we heard how Hummus Bros is already using mobile to enable con-sumers to pre-order and pay for their lunch so that they can avoid the queues and spend more of their lunchtime enjoy-ing their lunch.

And it’s not just them that have jumped on this trend. Many other brands are now rolling out click and collect

platforms – Debenhams, O2, KFC, Gourmet Burger Kitchen and Starbucks are just a few who are continu-ing to push digital innovation as part of their mass person-alisation and customer conve-nience strategy.

By ramping up their mobile offerings through mobile order-ing or payment services, con-sumers can order and pay for their product and collect it at a time and place that suits and this is something we expect to see a lot more of over the com-ing months.

With consumers now spend-ing more time on mobile, being able to pay through a mobile device has become more popular than ever. All of the major retailers are now looking at this as it plays well to the convenience trends consumers are demanding. The business model for retailers will be improved as they don’t have to factor in delivery costs, giving click and collect the perfect platform to expand, not just in-store but also in remote loca-tions like train stations, as well as through partnerships with eBay, Argos and Café Nero.

Deloitte forecasts a 20% in-crease in click and collect loca-tions across Europe to around 500,000 as this becomes ‘a fundamental part of ecom-merce’. With home delivery unable to cope with the volume of ecommerce, click and collect will spread, with more lockers being set up for example, and more partnerships such as that between eBay and catalogue store Argos which allows con-sumers to purchase items on

the online retailer’s and have them delivered to the catalogue store for pick-up.

DEATH OF THE CARDThis is an exciting time for mobile payments – it is an op-portunity for marketers to grab with both hands and enhance their customers’ experience with mobile. With the antici-pated launch of Apple Pay and Samsung Pay attracting many customers, there is a lot more focus on m-commerce and mobile payments.

As more people adopt mobile payment services, they will see how easy and convenient the process is. The momentum is rapidly building so brands need to move quickly or risk the very real possibility of being left behind.

Juan Ageitos is Senior Market-ing Manager, mGage

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11Direct Operator Billing in Motion

Direct Operator Billing in Motion

The InterviewTo find out more about what is happening with Charge to Mobile we asked ImpulsePay’s Commercial Director, Paul Paterson, to answer a few of our questions

Blurring the lines?Simon Lord discusses the rise of digital payments and the impact they are having on the ongoing struggle between high street and ecommerce retailers

Out with the oldOliver Ripley takes a look at where

wallets fit into the m-payment landscape and what they mean for charge to mobile

15 16

vices are far more open to sharing money with others – 58% are happy to, compared with 15% of all adults.

The growth of Paym and increased willingness to share money with friends and family comes against the backdrop of the rise of the sharing economy. Internet-based companies enabling ser-vices such as car sharing, house rental and even pet sharing are starting to take off – a report for innovation charity Nesta1 found 25% of

money with friends and family are shifting. At launch, Paym revealed reluctance among UK consumers to self-identify as a borrower of money from others, with only one in eight (12%) people willing to do so. This figure has increased 33% in the last year, with one in six (16%) now happy to say they use IOUs with friends and family as an easy way to share costs.

The most recent survey also revealed that users of mobile payment ser-

>> 12

>> 12

paymEntS

Microsoft adds charge to mobile to all Windows 10 devices

paymEntS

Mobile payment adopters driving ‘sharing economy’ trend, finds Paym

Announced at the Microsoft Build 2015 event, the computer giant shared its plans to expand carrier billing support to all Windows

Marking the first anniver-sary of its launch on 29th April 2014, Paym has already processed nearly £44 million of payments. Paym is available through 16 banks and building societies covering more than 90% of UK current accounts, with 2.25 mil-lion customers’ mobile numbers now registered to receive payments through the service.

The Paym service is growing further still – Na-tionwide Building Society will join in May.

Attitudes to sharing

digital purchases from Microsoft’s Marketplace to your cell phone bill. As long as your carrier allows you to, that is.

you add this trend to the wider growth in the sharing economy, mobile payments look set to be a real growth area over coming years.”

Paym found 18 to 24-year-olds are most likely to borrow and lend money among friends and family as a regular part of managing their money. They transfer money every few weeks for drinks (51%), food

Microsoft is to bring carrier billing to all Windows devices, so that users can buy software and services for all their devices in one simple quick way via their mobile phone bill in the US – something that could supercharge the carrier billing marketplace.

People who use mobile banking are four times more likely to be happy sharing money with friends and family, according to new research from Paym, the payment tool that uses a mobile number.

devices, including tablets and desktop computers. Currently, it is only available on cell phones, but soon, you’ll be able to charge all

UK adults used internet technologies to share as-sets/resources over the last year.

Craig Tillotson, Manag-ing Director of Paym explains: “Advances in technology are mak-ing sharing easier than ever – Paym means you can pay back friends and family using just their mobile number. We’re using our mobiles more than ever – and not just for phone calls. When

17

12 More news, views and analysis at www.telemedia-news.com/c2m

paymEntS

Online payments via mobile boom worldwide, UK leads the way

When it comes to paying for online transactions using mobile, the UK is way out in front, according to figures from the latest latest quarterly Mobile Payments Index from payment technology company Adyen.

In Q1 2015, 44.4% of online payments in the UK were made using a mobile device up from 36.9% for the correspond-ing period in 2014 – with smartphones accounting for 66% of that figure compared with 64.9% in 2014.

Online payments made using mobile devices continues to rise globally accounting for 27.2% of the total online pay-ments made in Q1 2015 – up from 25.8% on the

traditionally high online spending period of Q4 and up a massive 39% on the corresponding period last year.

The average transaction value (ATV) of digital goods pur-chased via tablets has sur-passed the figure for desk-tops/laptops for the first time since Adyen began publishing the Mo-bile Payments Index in June 2013.

The US market showed impressive growth in Q1, with 26.7% of payments

online being made on mobile, an increase of nearly five percentage

points over the past six months. This rate of growth compared

favorably with Europe, which increased only two percentage points in the same period.

However, Europe led the way overall,

with 28.6% of payments

online made

with mobile. Mean-while, Asian mar-kets

have for the

first time broken the

20% barrier for online mo-

bile payments.The Index shows that

the average transaction value (ATV) for the digital goods industry has risen across all platforms over

the past 12 months. Digi-tal spend online increased 28% and 30% respectively for desktops/laptops and tablets, but the greatest leap was over mobile devices, where the ATV rose 37% year-on-year to €28.27. While smart-phones are growing fastest, the quarter saw tablets with an ATV of €32.66 surpass desktops/laptops (with an ATV of €31.19) for the first time.

“The UK’s position as the world’s number one in mobile pay-ments speaks volumes for the country’s pay-ments infrastructure, its highly competitive mobile network landscape and the general populations’ continued willingness to exploit new payment channels,” adds Myles Dawson, UK Country Manager, Adyen.

The move has taken many by surprise, but isn’t that hard to fathom. Microsoft boasts the largest carrier billing footprint of any eco-system. The number of mobile operators the company has partnered with stands at 90, and we won’t be surprised to see the number grow higher in the future.

Microsoft is also widely used all over the world and, while this is only US at the moment, it makes sense that it will be rolled out across developing markets to al-low the vast numbers of Windows users who have

no credit card of bank account – but have a cell phone – to enter the digi-tal and app economy.

“Last week’s announce-ment from our partner Microsoft, is huge,” says Ray Anderson, CEO of mobile payment com-pany Bango. “Microsoft expects to have 1 billion devices running Windows 10 in three years’ time, unifying the entire device range, including PCs, tablets, smartphones and Xbox. This makes for a compelling platform for developers: much larger than any previous Win-dows, iOS and Android proposition alone. Mi-crosoft’s Windows Store

paymEntS

Microsoft adds charge to mobile to Windows 10 paymEntS

Sharing economy<< 11<< 11

promise a huge range of software, games, apps and other content, includ-ing those written for .Net, Win32 and crucially, iOS and Android. The store also includes subscription payments for the first time.”

Anderson continues: “I was delighted to see Mi-crosoft introduce carrier billing as standard across all of these devices, even those without mobile network capabilities, like the PC or Xbox. Microsoft has stated that carrier billing increases total payments by 8x per month in emerging mar-kets and 3x in developed markets. This presents

mobile operators with a massive revenue oppor-tunity.”

The global carrier billing market has been growing year on year, largely based on sales of app content on smart-phones. With this single move, Microsoft will supercharge the global carrier billing market. Google Play has been the biggest market op-portunity to date. Now Microsoft’s commitment to carrier billing for all Windows 10 devices will further excite the world’s mobile network opera-tors and supercharge the global carrier billing market.

(40%) or transport costs (31%). Over half (51%) of workers and colleagues collate IOUs purchasing coffees and lunch for each other.

There is an agreed etiquette about shar-ing money, with £100 deemed the largest amount most people feel comfortable sharing. Three quarters (74%) say that the reason for borrowing money should always be explained and they also have the right to turn down a request for money if they do not approve of what it is for (77%).


rEtaIl

O2 Germany to offer carrier billing for German Amazon purchases

Case stuDies

gamIng

Boku drives PlayStation top ups via carrier billing

One of the most startling early forays into using charge to mobile has come from Amazon in Germany, which has leapt on the technology to make it easier than ever to purchase from Amazon on mobile.

Recognising that e-commerce is increas-ingly becoming mobile, Amazon in Germany has taken some early steps into allowing the use of carrier billing for users of some Android devices in the country.

The move comes off the back of a deal struck Telefonica Deutschland and UK billing company Bango and comes as part of a thrust by the German operator to offer charge to mobile across a range of apps stores and con-

Since 2013, Sony Network Entertainment and Sony Computer Entertainment have been working with payment provider Boku to provide PlayStation users the ability to charge up their Sony Wallet using their phone bill so that they can buy content – such as downloadable games, add-ons, themes, movies and TV shows, as well as subscriptions to the Music Unlimited service – from the PlayStation Store.

tent services in Germany.The partnership estab-

lishes Bango as a stra-tegic partner, powering Deutsche Telekom’s pay-ments across the range of popular app and content stores, including Black-Berry World, Facebook and Mozilla’s Firefox Mar-ketplace. The partnership is significant in its huge reach, and in opening-up several of Deutsche Tele-kom’s European markets through a single point of integration.

The partnership en-ables Deutsche Tele-kom to accelerate DOB deployment, bringing frictionless ‘one click’ payment for apps, music, games and other digital content, to its subscrib-ers across Germany and other European markets.

DOB enables consum-ers to charge the cost of

Launched in July 2013 in the UK, the process, carry-ing the Payforit branding, makes it easier for users to obtain PlayStation Store and Sony Entertainment Network content and wal-let top-ups with mobile op-erator billing can be made through the Sony Enter-tainment Network Account Management website and PlayStation®Store on PlayStation3.

Mobile operator billing works in conjunction with all major UK mobile network operators and is one of several choices

digital purchases to their mobile bill, in one click, without the need for credit/debit cards, or to register personal details. DOB has emerged as the fast path to monetization for mobile content devel-opers, and most of the world’s leading content ecosystems are racing to adopt it as widely as pos-sible. Bango has emerged as the de facto global leader in DOB, powering many of the world’s larg-est app stores, includ-ing Amazon, BlackBerry World, Facebook, Firefox Marketplace, Google Play, Windows Phone store and with more than 130 live operator connections.

Today Bango fulfills a vital strategic role in the app store payments space, connecting an ever-widening group of app stores and Mobile

offered to the consumer when they are looking to buy content, and runs alongside PayPal and card payment.

Once the user has picked Charge to Mobile as the option they want to use, they enter the amount they want to top up and their mobile number. They then get a text from Sony to which they reply “Y” to confirm the ‘purchase’ payment. Payment is then confirmed on screen. The Wallet has now been topped up and can used to make purchases.

Network Operators (MNOs) to one-click op-erator billing. Deutsche Telekom selected Bango because of this leader-ship in powering pay-ment for app stores, and the partnership is a further endorsement of Bango’s platform ap-proach. As the company that has partnered with most of the giants of mobile, driving opera-tor billing forward on a global basis, Bango is the natural partner as large MNOs seek to harness their billing capabilities in order to drive revenue from digital goods.

Bango CEO Ray Ander-

After a first launch in the UK, the service was opened in Germany in Oc-tober 2013. In the US, the integration came ahead of September 17th release-date of GTA V, perhaps the most anticipated PS3 game launch of the year.

Vice president at Sony Network Entertainment Europe, Gordon Thornton, said in a statement, “We are always looking at new ways to give our customers more choice in terms of content, accessibility and payment methods, and are pleased to be able to

son also explains: “Bango is proud to build on our long-established part-nership with Deutsche Telekom. This agree-ment reaffirms Deutsche Telekom’s commitment to providing the very best, frictionless pay-ment experience, for the largest possible number of subscribers.”

Bango has also launched one-click car-rier billing for Etisalat across 19 countries in the Middle East and Africa, has introduced carrier billing solutions to Indo-nesia and have brought Facebook into the Pay-forit community.

offer the option of mobile operator billing, which is becoming more and more popular.”

His colleague Eric Lem-pel, Vice President, Sony Network Entertainment International, adds: “Of-fering customers the best entertainment content across the PlayStation Store and Sony Entertain-ment Network is our top priority. Mobile billing is another secure and conve-nient way for users to fund their wallet for immediate access to the content they want.”

With Payment Page, you are in control. Create, manage and edit your Payment Page through the ImpulsePay dashboard.

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the interview

Leading the chargeTo find out more about what is happening with Charge to Mobile, we asked ImpulsePay’s Commercial Director, Paul Paterson, to answer a few of our questions

Telemedia Mag: What does the current situation look like for Charge to Mobile?Paul Paterson: Charge to Mobile has always been a strong payment mechanism due to the support from the network operators and the industry as a whole. For the first few years after its inception, Charge to Mobile was seen as just an alternative to Premium SMS. Now, with much wider adoption, Charge to Mo-bile is a far superior offering and we’re finally starting to see uptake in new sectors.

A lot of work is being done, especially here at Im-pulsePay, to update the user experience and to allow merchants to offer a wider range of services that can be paid for using Charge to Mobile.

TM: Payout rates always used to be a sticking point for Charge to Mobile, how has that changed?PP: Originally, when Charge to Mobile was seen as just an alternative to PSMS the payout rates reflected that. Now however, for any business that is new to premium rate payments, the fee can be as low as 9.9% - close to credit card rates for the £5 - £30 transactions that Charge to Mobile is ideally suited for.

TM: So, do you see many new merchants signing up?PP: As an industry we still have to work hard to get interest from the massive community of digital merchants that don’t already know about Charge to Mobile. The increase in payout rates has done a huge amount to improve that, but educating these new merchants is key to growing the Charge to Mobile market.

One of the biggest challenges is removing the technical and regulatory barriers to entry for Charge to Mobile, especially if a merchant is not used to the complexities of dealing with mobile. At ImpulsePay we’re working hard to make life easier for new mer-chants and grow the industry.

TM: What has ImpulsePay been working on recently?PP: Our focus has been to make it as easy as possible for merchants to get started with mobile billing. To help with that we’re launching our new Payment Page, a solution that allows merchants to have branded

payment screens which are also fully compliant with the rules.

Payment Page is a different way of approaching mo-bile payments and caters for a wider range of service types, whilst addressing the significant compliance challenges of launching a new service.

Our new Payment Page editor allows merchants to design their own Payment Pages quickly and easily, through an online interface. Each page is then checked and approved for compliance, vastly reducing the regulatory uncertainty of running a Charge to Mobile service.

There are also other new features, such as automat-ed split testing of Payment Pages, to find out which one performs best. It’s really easy to compare dif-ferent payment pages using the new Payment Pages platform. Just create your A and B sites and we’ll serve each one alternatively to let you see how each one is performing.

TM: Who should use Charge to Mobile?PP: We believe that the barrier to entry for Charge to Mobile has now been significantly reduced with the combination of increased payout rates and ImpulsePay’s new Payment Page. Any merchant that sells digital content should now be looking seriously at Charge to Mobile.

If you want to add a mobile billing option to your checkout to increase your audience, then Charge to Mobile is the perfect solution and with ImpulsePay you can be up and running in a matter of days.

TM: What does the future hold for Charge to Mobile?PP: The introduction of the more competitive payout rates, combined with the innovative processes that make it even easier to launch services, mean that the Charge to Mobile will go from strength to strength.

We’re seeing more and more new services launched using Charge to Mobile and I suspect there are many that we can’t even predict at the moment. If you think that Charge to Mobile might be right for your business it almost certainly is – so get in touch.

16

Could there be a better business case?In the increasingly digital world – and in a world where advertising on mobile is a challenge – charge to mobile offers merchants not only a new way to get consumers to pay, but also the potential for new revenue streams and engagement. Rory Maguire tells you how

If you are in the busi-ness of producing digital content – either text, images or video – or are providing digital services such as etickets, or enter-ing the new world of Cloud Gaming, then you may have one of several methods of funding your content production, services or gaming: it’s a brand strategy cost, relies on ads or you have a paywall.

If your company is funding the content as part of its brand strat-egy and you want many consumers to access it for free, for example a bike shop that pays for the video production of its staff reviewing bikes and providing repair tips, you may have some inter-ests in selling premium services but it’s not top of your agenda.

If your company is reli-ant on advertising to fund the content, for example a reviewer of laptop com-puters that consumers visit before they buy else-where, then bad news, your consumers are now accessing your content via their smartphones and either there is no space for advertising inventory

or your consumers are abandoning your site due to advertising clutter. Read on.

If your company has a Paywall using credit cards and other payment facilities, for example a daily news service, good news, your company has a great forward looking strategy, but bad news, you are not getting the 47% of consumers who abandon purchases due to the information being requested or the 26% of the population that don’t have access to digital cur-rency. Read on.

And if you are a cloud gaming provider and are using either intru-sive advertising or your traditional app store monetary facilities to charge your consumers, bad news, you are only getting 70% of your revenue and your advertis-ers are not getting the click-throughs. Read on as Charge to Mobile is a new concept that you may have missed.

Charge to Mobile is the abil-ity to charge the supply of digital content, ticket-ing, gaming and services to the mobile account of the consumer. Consumers love it as it democratises digital currency for them (who does not have a mobile phone?) and allows for spontaneous

purchases often, with a single button press to commit the charge. Do not confuse this term with ‘Mobile Payments’ which is a phrase that will get retailers panick-ing that they have not yet cracked this particu-lar nut with their con-sumers as they abandon their desktop purchasing habits for mobile.

Charge to Mobile is different. How?

One provider of digital services – videos, games, music etc – who origi-nally enabled its store through credit card and eMoney experienced a threefold jump in usage and a doubling of rev-enue when they enabled Charge to Mobile in the first month. Some con-sumers substituted usage

of their credit cards and e-money to avoid the ac-count verification barrier, providing greater choice for the stores consumers and together with the net upside in revenue meant no going back for that provider.

Conversion - the scary term held over the heads of the Sales Director - jumps from 40% at best to 77% once Charge to Mobile is enabled alongside other payment options. Additionally, an engagement strategy is immediately enabled us-ing B2C messaging that can will (if performed with skill) create repeat sales and build consumer loyalty.

The ability to charge small values for your content overcomes the

nightmare scenario exercised by one fairly well known branded web ser-vice recently. Des-perate to plug the declining advertis-ing revenue as the users migrated from their large screen laptops to smartphones with diminished ad inventory, the ad manager enabled a random forced redirect of its consumers to its advertisers sites. Neither the advertiser nor the consumer were happy about this and it created brand damage as a result. If only they had read this

article beforehand!Charge to Mobile is

available from every large mobile network in the UK and some smaller virtual mobile networks and has been stan-dardised to enable swift implementation through the networks contracted intermediaries. Payout rates are favourable compared with other payment mechanics and together with the increased usage by enabling all consumers, the financial justification becomes a breeze.

Consumers do not need to preregister or enable the payment facil-ity. It exists by default to a majority of consumers and in most cases, where the consumer is access-ing your content across 3G or 4G mobile internet, the consumer does not even need to pass over any sensitive personal data.

All they need to do is agree to purchase your content, service, ticket or game by pressing the big green ‘Buy Now’ but-ton!

Rory Maguire is Manag-ing Director of AIME

more news, views and analysis at www.telemedia-news.com/c2m


Out with the oldThe way that consumers pay for goods and services is set for exponential change. Smartphone use is increasing across the globe, bringing with it a revolutionary change in the payments ecosystem. Not only are there charges to mobile options, but also wallets and, soon, Apple Pay. But there is more to it than ‘build it and they will come’ with payments, as Oliver Ripley explains

Mobile payments are expected to increase by more than 1000% world-wide in 2015 according to research published in the Deloitte, Technology, Media & Telecommunica-tions (TMT) Predictions report. Retailers and e-stores must act now to take advantage of this radical shift in buying behaviour.

Ensuring that a compel-ling mobile payment service is in place, will increasingly be seen as a key differentiator, with merchants and retailers championing this new era of digital commerce set to reap the rewards.

The mobile payment industry is clearly growing fast and is now seen as a means for providing customer value, rather than just a transaction-enabling platform. The consumer wants to interact with any retailer at any time, through any

device and from any location.

They also expect to be able to pay for products in a seamless consistent manner, which is where the mobile wallet excels (see box), but where also charge to mobile solu-tions and their related engagement technologies such as SMS come in.

The general consensus in relation to all types of m-payments, but par-ticularly mobile wallets, is that the market is still waiting for ‘The One’ – a killer mobile payments solution that provides measurable value to both the users and to the merchants who invest in it.

To reach this nirvana of mobile payments will mean striking a pragmatic balance between what is possible,

technologically speaking, and what modern con-sumers will actually use.

These consumers have to have a perceived value in any new payment sys-tem or they will continue to use their credit and debit cards in shops and online. Consumers are habitual creatures and they need to be coaxed into shifting their pay-ment behaviours.

Simply telling them there is another payment service available is just not good enough. They need to understand how it will benefit them or they will continue to use the payment enablers

they have been using for many years.

Many initial mobile wallet vendors – includ-ing Google Wallet – made the mistake of as-suming user acceptance would happen automati-cally after launch. When users failed to adopt the new service, they were left scratching their heads and wondering why nobody was using it.

2015 will see ad-ditional key players in tech entering the mobile payments space, most notably with the launch Samsung Pay and Apple Pay. These launches are expected to further revolutionise the mobile payment market and many are looking at this as the trigger that will accelerate the adoption of mobile payments in the UK.

For any mercahnt to succeed in the crowded mobile payments space, they will need to identify the correct solution for both its business and customers, deliver the right technology and be

set up to monitor and assess

the complete process post launch.

Oliver Ripley is senior solutions consultant at Xoomworks Digital and the author of a white paper ‘From Lydian Coins to Mobile Payments’

Where’s wallets?A simplistic view of the mobile wallet can be split into 3 basic categoriesREMOTE ONLY MOBILE WALLETSAccessible from any mobile device regardless of how smart they are or what operating system they use. PayPal currently has almost 160 million registered users PROXIMITY BASED WALLETSUsed at an in store point of sale POS terminal. Typically the mobile devices use contactless tech-nology (NFC) or barcode/QR code readers.OMNICHANNEL WALLETSThese wallets support both remote payments and proximity payments. In other words, they are a combination of both of the previous wallets and are following the current trend for e-tailing known as omnichannel commerce.

18 More news, views and analysis at www.telemedia-news.com/c2m

With the recent news around mobile devices in UK shops reaching £54bn a year within the next decade, the scope for mobile payments is huge. The latest statistics reveal an estimated 1.7 billion desktop users in 2014, compared to 1.9 billion mobile devices this year. The need to capitalise on this growing market is high, so we are seeing businesses look at adopt-ing more mobile-friendly strategies.

E-commerce rep-resents an estimated 15.2 per cent of all UK purchases. While this figure still seems low, it is worth noting that the UK remains ahead of the rest of Europe. We are now seeing the consis-tent move of internet traffic going to mobile and tablet, with devices in many cases account-ing for more than 50 per cent of all site visits. With this in mind, it is worth noting that conversion rates from browsing are still very low versus desk-top. One of the reasons behind this is down to the perceived levels of

Blurring the lines?

Simon Lord discusses the rise of digital

payments and the impact they are

having on the ongoing struggle between high street and ecommerce

retailers

risk when purchasing goods from a tablet or mobile.

With nearly eight out of 10 people not feeling their details are ad-equately protected when shopping online, mobile payments still have a way to go to capitalise on the market. There is a great-er level of trust in the se-curity of desktops rather than mobile payments. In order to increase conver-sion rates, we are likely to see an emphasis on making mobile payments increasingly safe and simplistic.

In 2013, PayPal launched a new mobile-based application called ‘PayPal Here’, aimed at bridging this gap be-tween browsing and pur-chasing. The new system, which provides a secure way of paying for goods over mobile, has enjoyed success, with $27bn of mobile payments being generated in 2013.

Perhaps the biggest mobile payment launch was by tech-giants Apple. The ‘Apple Pay’ service, which uses NFC (near-field communication),

launched at the end of last year, offers the consumer a simple way to pay by simply scanning their phone. Despite it being in the early stages, it has enjoyed some suc-cess, with the payment method being accepted in nearly 700,000 loca-tions.

However, it is worth noting that these forms

of mobile payments are still in their infancy, and with the recent news of Amazon pulling the plug on its mobile wallet ap-plication in January 2015, there is still a long way to go.

The business model for high street retail businesses is adapting. We are now starting to see a blurring of both e-commerce and the high street, with sofa.com an early adopter of an on-line business model that uses traditional retail. As consumers want to

experience the product before purchasing, these physical stores are vital for maximising sales.

The success of this has resulted in the retailer pursuing a wider strat-egy, looking to open six strategic flagship stores to increase its coverage of the UK population.

With this in mind, it is likely that the most suc-

cessful businesses will be those that best integrate this new model in the coming years. Online sales are increasing by 18 per cent year on year in the UK. Online spend-ing is estimated to grow from £132.05bn in 2014 to £156.67bn in 2015, reaching a potential £185.44bn in 2016.

Another example of how online purchases are evolving is the rise in click and collect. As cus-tomers can now collect their products from local destinations, rather than

being forced to wait for delivery, the process is now far more convenient and flexible for the con-sumer. Amazon and Asos have been particularly dominant in this trend, operating hundreds of click and collect locations throughout the UK.

Mobile payments will likely change the landscape of purchasing goods both online and on the high-street as they become more popular. Whilst we are still seeing many consumers shy away from purchasing goods via mobile devices, this will likely change, as payment becomes easier and safer. Retailers that operate in certain markets will blend both paying for goods online and using physical loca-tions to take advantage of this, recognising the need for flexibility from the consumer. One thing is for sure: e-commerce is open for business.

Simon Lord is managing director at Altium, a cor-porate finance and M&A specialist

With nearly eight out of 10 people not feeling their details are adequately

protected shopping online, mobile payments still have a way to go


mEdIa

Time to deliver some TLC to news media

PSMS and IVR to great effect, so it isn’t a massive step to look at how the technology compa-nies that supply these and have done for years can help with a wider digital strategy and pay-ments.

But there is more to it than just delivering micropayments

for content and services. Ac-cording to research by Enders, the closer [organisations] get to consumers, the better the opportunity. It is about un-derstanding consumers and delivering TLC: time, location, context relevant engagement – and that includes payments.

The closer they get to ‘me’ the more willing the consumer is to spend. There is also the growing range of a new breed

News media has long been a user of telemedia technology, but now they need to bring it together

with IoT, m-payments and more. They need TLC – time, location, context, says Mark

Challinor

of m-commerce app, such as Uber and the idea that every-thing needs to be e-commerce enabled to make clicking and buying really easy.

This is all creating an environ-ment where m-payments works and is understood and adopted by consumers and that media

groups also need to get to grips with understanding. It is early days and there is a lot of educa-tion still to be done among news media companies and to some extent agencies.

Paywalls have been adopted as a way of monetising content, but that is just the very first step. Really it is about develop-ing the right experience for the consumer, so that the payment part is a seamless and easy part

of the overall experience.Consumers certainly get it.

But they are demanding and want a great customer experi-ence every time and they don’t always get it. As everyone has tried to keep pace with the demands from technology, the customer experience has some-times suffered.

There is way more to it than just ‘going mobile’. As the Daily Telegraph learned, people arrive at your site not just by picking up their iPad and open-ing your app, but from adverts, search and even things like Flipboard and other media apps and social media sites. All this puts a real strain in getting the UX right – and adding payments is just part of that tall order.

Mark Challinor is CEO of Media Futures and Vice President of The International News Media Association (INMA)

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It is true to say that news and news media organisations have been slow to adopt and adapt to new technology, but it is tough to know how to. The Internet of Things (IoT) and smart watches is set to confuse things still further. But growing interest in mobile payments and charge to mobile is going to accelerate how news media does react and adapt to – and adopt – technology as they won’t be able to not do so.

Juniper Research already pre-dicts that there will be 200bil-lion mobile transactions by 2020, up from a pretty impres-sive 72billion today and micro-payments for things like in-app purchases will explode, driven by better carrier billing payouts and general acceptance of the technology.

With this now so plain, news media knows that it has to embrace this.

The sector has always used ‘telemedia’ technology, such as

It is about developing the right experience for the consumer, so that the payment part

is a seamless and easy part of the overall experience


To paraphrase the mighty Derek Zoolander, the Internet of Things (IoT) is So Hot Right Now. If Zoolander was investing in startups, he might well be funding a ‘Magnum’ bandana that speaks to the tiniest mobile phone, ever. A further wave of connected mobile devices will soon be saturating the mass market. We can peek into this next wave of human behavior by looking at current changes to one of our funda-mental activities as consumers, shopping.

UK retail industry body IMRG’s eRetail Index guide showed a staggering 45% Year on Year (YoY) growth in the use of mobile devices for retail, while their mCommerce Index showed that smartphones now account for 1 in 4 of the UK mo-bile commerce sales, with 39% YoY growth compared to 21% for tablets. Tina Spooner, CIO at IMRG explains: “Put simply, mo-

commErcE

The Internet of Cha-ChingsWhy mobile is the future of shopping

With the launch of the Apple Watch, Oisin Lunny asks a panel of experts how new forms of connected mobile devices will revolutionize our relationship with retail

bile and tablet devices are now part of our retail DNA. Consum-ers are looking for high quality, cross-channel experiences, and engagement from brands at each stage of their journey – and mobile devices form a key part of how that engagement occurs.”

Consumers have an expec-tation that their interactions with a brand can pivot around mobile devices. Simone Wil-liams, Head of e-Commerce at East, explains how they are responding, “Our demo-graphic is slightly older than the smartphone obsessed millennial, so we are seeing the strongest growth from tablet traffic, 160% YoY. We have undertaken a fundamental redesign of all of our systems to offer streamlined multi-channel access to our products. From an optimized email platform, to in-store tablets for staff and customers, mobile devices are

at the heart of our new retail experience. We have also upgraded our ERP technology so that any one of our stores and warehouses can supply stock for any customer in any location. We are completely challenging the idea of separat-ing retail and ecommerce into silos. Consumer behavior and new technology means it’s all merging into one.”

For a brand this silo-smashing trend is disruptive and trans-formative. Ken Kralick, the Head of Ecommerce Europe for Puma explains, “We partner with wholesale vendors, stores and ecommerce outlets, which are all very different customer touchpoints. Customers are noticing the web is open 24/7, so although our retail partners get more sales, our ecommerce gets the customer support que-ries in the evening. The larger a company gets with its ecom-merce reach, the more interest-


ing the multi-channel customer experience gets. Customers talk less about the website and more about the brand. The web store is now the store that is in between all of the retail locations.” Puma also have an innovative response to show-rooming, consumers using their mobile devices to order online while in store. “Showrooming is being flipped. People are now untethered to retail via their mobile devices, but we can incentivize these sales because we can track the multi channel user journey.”

Jonathan Ranger, Chief Rev-enue Officer at voice of the cus-tomer platform Kampyle, has access to millions of customer insights. He can see a mobile future: “UK online sales from mobile doubled in 2014. Brands are having trouble keeping up with that.” Jonathan warns against investing in new tech without first understanding what customers want, “Brands tend to replace consumer inti-macy with technology online. Putting a lot of tech in front of shoppers creates greater dis-tance from the consumer which is the opposite of the intent to improved experience.” He added, “The best websites ac-tually lessen their dependence on technology and instead focus on actively listening to online consumers. Listening helps online brands prioritize technology choices based on what customers want, improv-ing both customer experience and the agility in which brands can optimise for results.”

Aside from the high street, how do online-only innovators reach a multi-channel audi-ence? Nish Kukadia, CEO of Secret Sales explains, “Mobile adoption is a massive shift in terms of customer acquisition. We can see the ROI from reach-ing mobile shoppers almost instantly. Our ad campaigns get a better Cost Per Acquisi-tion (CPA) from TV than any

other channel largely because people are watching TV with their smartphones to hand. We see a bump in web traf-fic within 3-8 seconds of our adverts. Once we have acquired a new customer we ensure they receive communications that are relevant. There are 70,000 different variations of our daily emailout. With 60% of our sales coming from mobile devices, a smooth user journey is fun-damental to our success as a business.”

Eva Pascoe is something of a legend in technology circles, she co-founded Cyberia, the world’s first Internet café, and was MD of Europe’s first online fashion store. Now at The Retail Practice, an analyst firm hired by big brands to deep dive into the future, she is ever the evan-gelist for innovation. “Mobile is the answer to retail’s prayers in terms of customer engagement and loyalty, and helps retailers achieve what I call the “mini-mum viable utopia” for shop-pers. With innovations such as

Apple Pay, what happens on an EPOS can happen on a mobile device. Every employee is a cashier and every point in the shop is a money taking point. This solves the biggest cus-tomer satisfaction issue, long queues. This is a fundamental change in our retail behavior of the past 100 years. The trans-formation won’t be painless, but it will be worth it, and it’s the future. Every retail strat-egy should be a multi channel strategy.”

So with brands, retailers and ecommerce providers riding the wave of consumer mobile adoption, what’s next for the multi-channel high street? Eva continues, “Technology will naturally extend beyond the purchase and change how we interact with brands after-wards. Algorithms and 2-way SMS notifications are being used to ensure the optimal delivery experience. We are seeing exquisite IoT enabled packaging that can control its own recycling lifecycle. The

customer doesn’t want to be bothered with the technical de-tails; they just want persistency of experience and excellence of experience.”

As people are connecting to brands via their mobile devices, an expectation for frictionless interactions is becoming the norm, and there is little toler-ance for anything less. 86% of customers will quit doing busi-ness with a company because of a bad customer experience; this is up from 59% just four years ago.

Sienne Veit, Director, Online Product at John Lewis, elabo-rates: “Customers want to be able to shop seamlessly across all channels and mobile is now the go-to choice alongside visit-ing our shops. Today, over half of the traffic to johnlewis.com comes from mobile and tablet devices and we’ve also seen an increase in the conversion rate of traffic to sales. We’ve placed a significant focus on developing our mobile strategy and have more enhancements planned for our app later this year.”

Regardless of the channel, mobile devices are smashing the siloes between advertising, acquisition, purchase, customer service and even packaging recycling. With the launch of new kinds of connected de-vices such as the Apple Watch, with payment and market-ing ecosystems in place from launch, I think we are going to see a complete blurring of the retail customer experience. Connected mobile devices will become the stores between the retail locations, and the glue across the entire customer ex-perience. As we can see, smart brands and retailers are already embracing the mobile powered revolution.

Oisin Lunny is the Senior Market Development Manager at enterprise mobile engagement specialists OpenMarket

Customers are noticing the web is open 24/7, so although our retail partners get more sales,

our ecommerce gets the customer support queries in the evening.

Ken Kralick, the Head of Ecommerce Europe for Puma

commErcE


mGAMING mPAYMENTSmGAMINGDo you love mobile as much as your cusTomers?

Join mobile operators and payment service providers as they outline how direct operator billing can work as a viable micropayment mechanism for interactive services, digital content, ticketing and physical goods across a wide range of vertical sectors.

Media Partner In association withAIME DRINKS

Will be held directly after the show

ALL DELEGATES

WELCOME

www.msummits.com

9 June 20151 America Square, London EC3N 2LB

COMPLIMENTARY PASSES

A limited number of complimentary passes have been set aside for pre-qualified buyers / merchants if they intend to: Recommend, authorize or implement micro payment technologies or influence the development of premium billable content or service.

EXPECT TO LEARN

• What carrier billing is and why you should be using it

• How easy is it to implement a range of working solutions

• The various conditions of payment and how to get the best rates

• How progressive businesses are already “booming” thanks to mPayments

• The industry and the providers that can help you get the most out of it

HEAR FROM

BBC • ITV • Virgin Trains • Vodafone • EE • Three • O2 • DIMOCO • ImpulsePay • Oxygen8 • FSA • OpenMarket • IMI Mobile • mGage • Fonix • AIME • PhonePay Plus • Ofcom • Juniper Research

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ments in conversion rates.Creator is based on an in-

tuitive experience canvas that includes drag-and-drop tools, asset libraries and widgets; it dramatically reduces the time and complexity from ideation to publishing content on a website. While typically a substantial e-commerce build or update might take a month, updates can be live within min-utes with Creator.

Creator effectively removes IT or agency resource costs from any given omni-channel deployment or Web campaign by allowing even the technical novice to create and publish rich content. By delivering a drag-and-drop user experi-ence analogous to PowerPoint for digital content marketing,

markEtIng

Rapidly deploy rich creative across all channels with ZMags CreatorContent marketing technol-ogy specialists, Zmags, has launched its Creator platform, giving in-house marketing professionals the tools to rap-idly deploy attention-grabbing digital experiences without the need for complex coding.

At launch, Creator is live with early retail adopters: high-fashion handbags and acces-sories retailer Brahmin, fashion retailer New York & Company and luxury department store Neiman Marcus.

Early adopters of Creator are already seeing significant uplifts in engagement rates and a rapid return on investment: 50 percent increase in page views during the critical first ten sec-onds, 10x increase in page view times and double digit improve-

Creator users have the freedom to add animation or video to a Web experience in seconds or experiment with digital of-fers and make online pricing updates, on the fly.

“Sixty-nine per cent of modern marketing profession-als feel hampered by a lack of time,” says Brian Rigney, CEO of Zmags. “They are all too often locked in to over-reliance on either IT departments or third-party agencies to create and code Web experiences. The process and cost of deploying rich immersive e-commerce experiences is often prohibi-tive. Creator helps marketers overcome those hurdles by empowering them with the self-service tools they need to make an instant impact.”

And its early customers are very impressed. “Creator has made me rethink how I design and create content for the web,” says Paul S. Carroll, vice president, Digital and E-com-merce Creative at New York & Company. “It’s amazing — like taking a straitjacket off. And the results? User engagement has been comparable to some of the biggest weekends in the retail calendar.”

Alison Katz, director of Direct-to-Consumer at Brahmin, shared the handbag retail-ers’ success: “By using Zmags’ Creator solution, Brahmin has more than doubled its click-through rate and is driving more online revenue as a result. We are earning a 20:1 return on our investment.”

Products and services

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WTM 2014 HP AD.indd 1 16/09/2014 17:11

mGAMING mPAYMENTSmGAMINGDo you love mobile as much as your cusTomers?

Join mobile operators and payment service providers as they outline how direct operator billing can work as a viable micropayment mechanism for interactive services, digital content, ticketing and physical goods across a wide range of vertical sectors.

Media Partner In association withAIME DRINKS

Will be held directly after the show

ALL DELEGATES

WELCOME

www.msummits.com

9 June 20151 America Square, London EC3N 2LB

COMPLIMENTARY PASSES

A limited number of complimentary passes have been set aside for pre-qualified buyers / merchants if they intend to: Recommend, authorize or implement micro payment technologies or influence the development of premium billable content or service.

EXPECT TO LEARN

• What carrier billing is and why you should be using it

• How easy is it to implement a range of working solutions

• The various conditions of payment and how to get the best rates

• How progressive businesses are already “booming” thanks to mPayments

• The industry and the providers that can help you get the most out of it

HEAR FROM

BBC • ITV • Virgin Trains • Vodafone • EE • Three • O2 • DIMOCO • ImpulsePay • Oxygen8 • FSA • OpenMarket • IMI Mobile • mGage • Fonix • AIME • PhonePay Plus • Ofcom • Juniper Research

Building Charge to Mobile

Hitting a mobile target

APPLY [email protected]

Sponsors

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aimeAssociation for Interactive Media & Entertainment (AIME) is a not-for-profit trade organisation promoting excellence, and representing the commercial interests of our member companies involved in the interactive media, mobile and entertainment industries – where consumers engage with entertainment services across converged media platforms, and pay for content using micropayment technologies.

Contact details: www.aimelink.org | [email protected] | twitter: aimetweets


Felix Telecom



Felix Telecom is expanding. If you’d like to enjoy the benefits of working with a team of experts that have been leading the way in audiotext since 1994 - get in touch.

Contact [email protected] www.felixtelecom.com

Number cruncherEach issue we take a look at the interesting stats floating around about the telemedia industry and the associated areas that we cover to get a snap shot of what is going on out there. This month we take a look at Mobile Squared’s PRS Annual Review for 2014 – which contains some key predictions and trends for 2015. Here is what it says – draw your own conclusions

Felix Telecom



Felix Telecom is expanding. If you’d like to enjoy the benefits of working with a team of experts that have been leading the way in audiotext since 1994 - get in touch.

Contact [email protected] www.felixtelecom.com

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