1 ME52_Final 18/5/09 12:59 Page 1

JUNE 2009 ISSUE 52 FOR EVERYONE IN MOBILE CONTENT

www.mobile-ent.biz

MOBILE ENTERTAINMENT

Appy birthday
A revolution in a year:
The Apple App Store approaches its first anniversary
3 ME52_Final 18/5/09 13:11 Page 1

ISSUE 52
June 09

Dotcom crash 2.0?

News 4-6
’ve got this

I apocalyptic theory
about web 2.0. At
first it was just running
around my head, a
nagging doubt that
Features wouldn’t go away. Slowly
13 Content in a flash I began to share it with
Is the memory card the content industry’s frightened-looking
secret weapon? colleagues. Then, I began to see others voicing
similar thoughts. Perhaps I’m not delusional
after all. Perhaps web 2.0 really is set for an
16 MIG to kil for
Already a massive presence in transactions almighty crash. A bit like, well, web 1.0.
and ads, MIG turns its attention to site My utter lack of faith in the current state of
building and apps with Kilrush. these new social media services began at
Mobile World Congress as I fielded incessant
questions about Twitter. I wasn’t a user then. I
19 Testing, testing
What does the app store era mean for those am now. Got to admit, it can be fun, but I still
specialising in porting, QA and localisation? don’t get where the cash is coming from. I
We found out. cannot conceive any meaningful revenue
stream other
9 ME Awards kick-off We can all construct than
23 App Store milestone
The iPhone App Store attracted one billion The categories are confirmed. Get your theories about new advertising.
downloads in nine months; the content entries in. Gotta be in it to win it. And as we’ve
industry will never be the same. business models, seen from
but in the end YouTube and
Coming up to a
year for the someone has to pay. Facebook –
each
App Store!
Reference Section immeasurably more sticky than Twitter – ad
revenue is incapable of paying the bills.
26 Appointments
What’s more, those bills are rising. YouTube
30 Shows and Facebook add users and content at a
dizzying rate every day. But many of the new
31 Product Focus participants are from emerging markets, and
therefore lack the disposable income to interest
32 Databox advertisers. Pure cost, in other words.
We can all construct elaborate theories about
34 Charts new business models, the power of free, etc,
but in the end someone’s got to pay. So is it
37 Network Subs really that outlandish to wonder whether these
sites will soon say: that’s it you lot, pay us $5 a
46 Discontent
month or we’re going bust. It’s a topsy-turvy
world where people pay £50 a month for a
satellite TV subscription they hardly ever watch,
Mobile Entertainment magazine – but baulk at the mere mention of a fee for a
service they organise their lives around.
your direct link to the content biz So where does mobile stand in relation to
No other B2B mobile content news source hits more eyeballs. this? Well, it could be a salvation of sorts. On
Here's why: mobile you can charge for bulk messaging,
create mini games based on micro-payment,
 Monthly direct-to-desk print circ: 8,012 even chuck a few quid on the monthly sub for
 Monthly digital downloads: 2,236 access. Operators already do it for Skype and
 Online uniques: 50,379 (Google Analytics) Spinvox. It’s not that outlandish.
 Email news digest subscribers: 13,869 So there it is, out in the open: without drastic
action web 2.0 is f**ked. I could get used to
Need to get your message across? Work with Mobile Entertainment magazine to maximise
this plain speaking. Next month I will explain
your exposure and reach all sectors of the industry, using print, online and events.
why The Rolling Stones are now, and have
Contact Tom.Roberts@intentmedia.co.uk for more details or call +44 (0) 1992 535647 always been, tedious fakes.
Tim.Green@intentmedia.co.uk

www.mobile-ent.biz June 2009 3

4-5 ME52_Final 18/5/09 16:49 Page 1

 NEWS

Nielsen’s Silver sparkle

Data agency backs prestigious mobile content awards in the run-up to this year’s exciting big night
NIELSEN Online has signed up
as a Silver Partner of the ME Silver Partner
Awards 2009.
The research specialist, which
runs a flourishing mobile
division, will benefit from
extensive branding in the run up
to the industry’s big event and
high visibility on the night itself.
Nielsen signed up as ME
opened the nominations process
for this year’s awards, making
one notable addition to the
familiar categories, namely the
new ‘Best App Store’.
The 2009 ME Awards take
place on Thursday October 1st
at The Royal Garden Hotel in
West London.
For more info on sponsorship,
table sales and other ticket
enquiries contact
Jodie.Holdway@bhpr.co.uk or
call +44 (0) 1462 456 780.
Please turn to page nine
for a full preview of this year’s
event, with a list of the awards
categories, details about the
judging process and instructions
on how to enter.
www.mobile-ent.biz It’s time to start getting excited about the upcoming ME Awards 2009 and your chances of winning...

B2O key to Zed

X
Player X gives Zed ‘one-stop shop’ offer for portal partners
ZED’S faith in the operator
portal led it to purchase UK
publisher and aggregator
Player X.
The Spanish mobile
content giant told ME that,
despite its own heritage in
D2C services, the residual
power of the operators – and
their willingness to outsource
the management of their
content operations – means
that B2O (business-to-
operator) must be at the heart
of its future strategy. Player X
distributes games into multiple
operators and wholly manages
O2 UK's and Telefonica’s
mobile games portals.
Diego Conforti, Zed’s
corporate project MD, said:
“Owners of portals are
increasingly looking to work
with partners that
understand users and their
habits. We do, and it’s our
strategy to provide a one-stop
Conforti: “Portal owners look to work with partners that understand users”
shop to these companies.
Player X, with its in-depth
knowledge, will help us.”
Zed bought Player X for an
undisclosed sum, following
several weeks of speculation.
Player X will keep its brand
and founder Tony Pearce will
stay on for a year, at least.
The move will strengthen
Zed’s games portfolio, which
currently consists of mostly
in-house productions. Player
X also has a video
production arm and a video
distributon channel called
GeekTV.
www.zed.com
Counting down to
Mobile Music Now
TICKETS are selling fast
for next month’s Mobile
Music Now conference
and networking dinner.
The event, which takes
place on Thursday July 9th
at BAFTA in London, will
gather 150 execs from the
space, including operators,
vendors, labels, service
providers and more.
Speakers include:
 Barney Wragg, formerly
head of digital at EMI and
senior VP at Universal
 Alex Vlassopulos, head
of business development
(digital), Sony Music
 Antony Douglas, head
of content, O2 Telefonica
 Jonathan MacDonald,
consultant at OgilvyOne,
MD of JMA
 Tim Grimsditch, head
of global product
marketing (music), Nokia
 Frank Taubert, CEO,
24-7 Entertainment
 Juan Paz, head of
research, Music Ally
Delegate places cost
only £259 +VAT. To book
your place contact:
Rob.Baker@intentmedia.
co.uk or call +44 (0)1992
535 647. For sponsorship
opportunities, contact:
Tom.Roberts@intentmedia
.co.uk
www.mobile-ent.biz

4 June 2009 www.mobile-ent.biz

4-5 ME52_Final 18/5/09 16:49
Volti’s Surash Patel (left)
with Frog Capital’s Mike
Reid and host Tori Campbell
Media Momentum winners
FLIRTOMATIC, Muzicall,
Velti, Shazam and Player X
were the mobile companies
listed among Europe's 50
fastest growing digital firms.
They took their place on
the list assembled by the UK
investment bank GP
Bullhound. This annual
event, of which ME was a
media partner and judge,
comprises a league table of
companies ranked by
percentage growth in turnover.
N97 goes
stateside
COULD the notoriously
lukewarm US consumer
be the first to get the
Nokia N97 and its
embedded Ovi app store?
Possibly, since Nokia
US has made the Nokia
N97 available for pre-
order for $699. However,
Vodafone also has a
holding page, so time will
tell. Either way, the
touchscreen/QWERTY
phone will ship some time
in June, although Ovi
shoud have been made
available for download to
selected Nseries devices
by the time you read this.
www.nokia.com
www.mobile-ent.biz
Page 2
This year, European firms
were included for the first
time, and GP Bullhound
disclosed that the collective
revenue of the 50 was
€1,103m. It was €380m in
2006. The mobile finalists
were as follows:
 Flirtomatic/Handmade
(5th), 580 per cent growth.
 Muzicall (7th), 360 per
cent growth.
 Velti (13th), 120 per
cent growth.
Introducing the
‘on-game portal’
Like an on-device portal, but users can find it on phone screens
THE flexible retailing
specialist, Accumulate, has
unveiled a new concept
called Flexion that embeds
on-device portal features
inside a game download.
Accumulate believes the
idea will drive games
downloads by making it easier
for consumers to find new
products and purchase them
using flexible pricing options.
Flexion users download
games for free and then
purchase or rent them via a
multitude of pricing options
such as ‘try-before-you-buy’,
‘rent for the day’ or ‘have-a-
go for 25p’. They can also
browse and download other
games in the partner's portal.
Accumulate says it also
enables consumers without
 Shazam (22nd), 84.5 per
cent growth.
 Player X (33rd) 59.6 per
cent growth.
It was a good night for
Velti, named as the fastest
growing large company, and
for Shazam, which scooped
the judge's award for
'uniqueness of offering'.
The overall winner on the
night was Seatwave, with
growth of 2203.1 per cent.
www.mediamomentum.co.uk
Lauritzson: “Everybody wins”
credit on their phones to
download a game (because
the download is free until
activated), eradicates refunds
for failed downloads and
avoids the traditional problem
with on-device portals – that
consumers don't know what
they are or where to find
them on their devices.
Khanna’s
new manor
FORMER Tanla and
Netsize exec Anuj
Khanna has launched a
new start-up, Wireless
Expertise, to advise on
mobile service deployment.
He believes the demand
for apps, mobile
broadband, m-commerce
and advertising is bringing
more brands to mobile –
but that many are hindered
by poor user metrics,
segmentation, development
skills and marketing
expertise. Over the last 12
years Khanna has worked
with over 100 operators
across 30 countries, so he
has a wealth of experience.
Khanna said: “We aim
to expedite the
deployment of mobile
services by bringing
together cohesive solutions
for our customers, and
adding key competencies
from the entire spectrum
of the telecommunications,
internet and IT solutions
value chain.”
wirelessexpertise.com
The firm believes the
concept will appeal to
operators and vendors
looking for embedded games,
making it viable to load
multiple games and monetise
them all. The Flexion
wrapping engine prepares any
java app or game in mere
minutes.
Jens Lauritzson,
Accumulate’s UK MD, said:
“Flexible pricing does a lot,
but limits you to the operator
deck. Publishers need to
maximise every download
they get. Flexion does this,
but it links back to the portal
so everybody wins.”
Accumulate is a well-
established specialist in
mobile retailing.
www.accumulategroup.com
[IN BRIEF]
Voda and Yahoo else
Vodafone and Yahoo are getting a
divorce and seeing other people.
Voda UK will terminate its two-year
exclusive with the search giant on
ads when the deal expires in June. It
will then be free to work with
multiple partners and thereby
maximise ad revenues. There have
been murmerings about this deal
for some time, with the received
wisdom being that agencies want to
work with their choice of partner to
buy ad space from operators.
Downgiorno
Buongiorno generated revenue of
€67 million in its first quarter to
March 31st, down 15.1 per cent year-
on-year. However, the company's
EBITDA was up slightly at €8.4
million from €8.2 million 12 months
earlier, while its net losses narrowed
to €67.3 million from €75 million.
The Italian D2C has since agreed a
€87 million refinancing agreement
to support content 2.0 initiatives
such as Peoplesound (formerly
Blinko) and its HelloText social
networking service.
Next of Kindle
Amazon has unveiled a new Kindle
that’s 3.7 inches larger than the
Kindle 2. The Amazon Kindle DX
features a 9.7-inch, 1200×824 pixel
display, and appears to be a pitch at
the newspaper and mag world, with
the New York Times and Washington
Post reportedly set to launch pilots
on it. It can hold a whopping 3,500
books. The DX costs $489, and is
only available in the US. Amazon is
taking DX orders online and plans to
start shipping this summer.
Motally: serve
yourself
Analytics specialist Motally is now
offering mobile site owners a self-
serve analytics solution. The hosted
service tracks, processes, and reports
all data across mobile web pages. It
works on the basis that customers cut
and paste a few lines of code into a
common header or footer on a
mobile site. Then, when a user
requests a page, data is sent to a
Motally server, which tracks,
processes, and reports it. This
enables customers (operators,
brands, etc) to track usage, maximize
ROI, measure actual mobile
advertising effectiveness and
ultimately optimise product offerings.
Thumbplay’s DIY
mobile music
portals
US D2C specialist Thumbplay has
launched a marketing solution that
it says will enable record label
marketing departments to create
artist-led portals. OPEN Pro service,
developed with help from
Universal's A&M/Octone unit, also
comes bundled with what Thumplay
is calling its Widgetron widget
maker, which takes the form of an
automated tool that can create
bespoke content and playlists.
June 2009 5
6 ME52_Final 18/5/09 16:18
 NEWS
Vodafone embraces
app store model
Operator storms back into content space with new distribution channel
VODAFONE has thrown
down the gauntlet to handset
companies, with a bold new
initiative to wrest back some
control of the content market.
The world’s second biggest
operator has been promising
a radical shake-up of its VAS
strategy since it recruited
Pieter Knook from Microsoft
early in 2008.
And here it is: ‘a single
point of access to Vodafone’s
global customer base’
through which developers
can distribute apps and
charge directly for them
through Vodafone’s billing
system. There will also be
access to APIs on
enhancements like LBS and
simplified micro-payments.
To all intents and purposes,
it’s an app store that reaches
T-Mobile UK to stream
Paramount movies
PARAMOUNT keeps
banging away at at the
mobile movie market – the
studio is launching a movie
service with T-Mobile UK.
T-Mobile will extend its
VOD service to include full
movies from Paramount such
as X-Men Origins: Wolverine.
Paramount launched a
similar service with Motorola
in April 2008, but Moto's
financial woes brought about
an early closure six months
later. In March, Paramount,
this time in association with
Acetrax, agreed to provide
movies to Samsung Mobile’s
online download store.
6 June 2009
Page 1
Vittorio Colao wants to help Vodafone customers make more money
260 million people and
doesn’t rely on credit card
payments.
The initiative represents
the first major operator
Wolverine’s happy about the news
James Rowe, head of
content for T-Mobile UK,
said: “Services like VOD+
push the boundaries but also
offer real value.”
The project will be
powered by Saffron, which
already runs the existing VD
service for the operator.
www.t-mobile.net
riposte to the aggressive
incursion of Apple, Nokia,
Google, RIM and others into
the entertainment space –
and an implicit admission
Out There heads west
MOBILE ad specialist Out
There Media is expanding into
the UK and Germany, buoyed
by operators’ abandonment of
exclusive partnerships.
The firm, which is based in
Greece, has enjoyed
substantial success in Eastern
Europe, launching into
territories like Bulgaria where
there was previously no
mobile advertising activity at
all. Now, it believes the time
is right to target Western
countries, because of carriers’
new willingness to work with
multiple network partners.
Kerstin Trikalitis, CEO of
Out There, told ME:
“Operators are responding to
media buyers, who don’t want
to be told who to work with
that the portal model and its
top-down approach is bust.
Vodafone will start the ball
rolling via the Joint
Innovation Lab (JIL)
initiative, which helps
developers create widgets for
an audience of up to one
billion customers (across the
four JIL networks).
“Vodafone is making these
changes to make it easier for
third parties to develop
attractive new services as
well as bill and support our
customers through our
network capabilities in all
markets,” said Vittorio Colao,
CEO of Vodafone. “We will
help them to make more
money while providing our
customers with the innovative
services that they want.”
www.vodafone.com
Out There CEO Kerstin Trikalitis
and can’t understand why
they can’t reach all mobile
users through their preferred
partner.” This reasoning may
be why Vodafone recently
decided not to continue using
Mkhoj ad
boom
TRAFFIC across Mkhoj’s
mobile ad network grew
253 per cent in Saudi
Arabia in the three
months to March.
It was the highest jump
amid an overall 25 per
cent increase for the
Indian ad specialist,
which is proving the vast
potential for mobile
advertising in so-called
emerging markets.
Mkhoj’s Hemant Kumar
sees no sign of a slowdown
in these markets: “The
developed nations tend to
use the mobile phones as
a mode of snacking where
the level of engagement is
less and it is just another
way of being connected
while on the move. But in
case of developing
nations, the mobile web
forms the only medium of
connectivity and the
consumption is higher.”
www.mkhoj.com
Yahoo as an exclusive ad
partner in the UK.
It’s an opportunity for Out
There, which has 15 operator
agreements in 14 European
countries, and says 38 million
of its 100 million connections
are exclusively available
through its Mobucks mobile
advertising marketplace.
Out There has run over
150 campaigns, which create
150 million ad impressions
per month and says that, in
the last quarter of 2008, the
use of MMS as an advertising
medium was roughly double
that of SMS. It’s also the
power behind VIPNet’s Blyk-
style ad-funded venture
called Tomato Plus.
www.out-there-media.com
www.mobile-ent.biz
MIG Advert 8/5/09 16:58 Page 1
8 ME52_Final 14/5/09 16:38 Page 1

8 June 2009 www.mobile-ent.biz

9,10,11 ME52_Final 18/5/09 15:09 Page 1

Silver Partner
ME AWARDS 

Royal appointment
The fourth annual ME
ME Awards 2009 Awards evening will take
place on Thursday, October
2009

DEVELOPMENT & PUBLISHING

Best Gambling Company 1st at London’s Royal Garden
Best Adult Company
Best D2C Company Hotel. It could be your year.
Best Games Developer Here’s a preview, and a guide
Best Games Publisher to the awards categories…
Best Music Label
Best Video Company

AWARDS
Best Social Media Company
hat time will Jess Gwyther stop

Thursday, October 1st 2009

SERVICES
Best Video and TV Service Provider
Best Music Service Provider
Best Games Service Provider
The Royal Garden Hotel, Kensington, London W8
Best Transactions Provider
Best Mobile Publishing Platform
Best Marketing & Advertising Company
Best Search and Location Company
Best App Store
OPERATORS & HANDSETS
Best Handset Company
Best Operator
SPECIAL AWARD
Outstanding contribution to mobile content
www.mobile-ent.biz
www.mobile-ent.biz
W dancing? Which of the sponsors
will the comedian offend most
viciously? Will anyone from Apple turn up?
The answers to these questions – along
with who will win the big gongs on the
night – will be revealed at the ME Awards
this October.
Now into its fourth year, it’s back to the
Royal Garden Hotel for an event that will
once again bring together all the creative
and technical talent that is driving what we
modestly believe to be the world’s most
exciting technology/entertainment sector.
In this special preview, you can find out
how to enter the ME Awards, how we pick
the winners and how to get a ticket for the
night itself…
June 2009 9
9,10,11 ME52_Final 18/5/09 15:09 Page 2

 ME AWARDS

DEVELOPMENT & PUBLISHING OPERATORS &

 Best Gambling Company HANDSETS
Who’s eligible?
This award is for innovators that have successfully deployed a mobile gambling
service, whether through an operator portal or D2C channels.  Best Handset
Probability Company
LAST YEAR’S WINNER: PROBABILITY Who’s eligible?
Vendors that have done the
 Best Adult Company most to support the content
Who’s eligible? market through device
The ‘late night’ sector faces several challenges, but this hasn’t stopped many design, content service
specialists generating original material and creating new channels for new and provision and support for
Apple
established adult brands. This award is their showcase. developers and publishers.
Waat Media
LAST YEAR’S WINNER: WAAT MEDIA LAST YEAR’S WINNER: APPLE

 Best D2C Company  Best

Who’s eligible? Operator
Any company with a branded product offering sold and marketed D2C. Not Who’s eligible?
just those with a ringtone heritage, but also mainstream brands with Carriers with a forward-
consumer-facing sites and content. Zed thinking content strategy,
good relationships with
LAST YEAR’S WINNER: ZED content providers and
effective consumer-facing
 Best Games Developer channels.
O2

Who’s eligible?
Any developer with a track record in mobile – whether for old-school Java LAST YEAR’S WINNER: O2
games or the new native app store platforms.
Ideaworks3D
LAST YEAR’S WINNER: IDEAWORKS3D

 Best Games Publisher

Who’s eligible?
Any company that commissions, markets, distributes and sells mobile games
through operator portals, D2C content channels or app stores.
EA Mobile
LAST YEAR’S WINNER: EA MOBILE

 Best Music Label

Who’s eligible?
Any music label with a flourishing mobile unit producing dedicated mobile
content (ringtones, ringbacks, bundles) and using the wireless channel to
promote artists or events.
Sony BMG
LAST YEAR’S WINNER: SONY BMG

 Best Video Company

Who’s eligible?
Any creator of original made-for-mobile video, for distribution on both
operator portals and direct-to-consumer channels.
Sky
LAST YEAR’S WINNER: SKY

 Best Social Media Company

Who’s eligible?
Firms that run community-based services giving members the chance to blog,
share, flirt, text etc via the mobile channel.

LAST YEAR’S WINNER: FLIRTOMATIC Flirtomatic

10 June 2009 www.mobile-ent.biz

9,10,11 ME52_Final 18/5/09 15:09 Page 3

ME AWARDS 

SERVICES SPECIAL AWARD

 Best Video & TV Service Provider
Who’s eligible?  Outstanding
Specialists that provide operators, content portals or media companies with a contribution to
platform to power commercial mobile TV and video streaming/download
services. QuickPlay
mobile content
Who’s eligible?
LAST YEAR’S WINNER: QUICKPLAY This is the ME team’s
award for the individual
who’s done most to
 Best Games Service Provider further the cause of the Anssi Vanjoki
Who’s eligible? mobile content market –
Firms that provide technical services to the games sector – from aggregation to whether through example or evangelism.
connected platforms through to handset porting to flexible retailing.
Selatra
LAST YEAR’S WINNER: ANSSI VANJOKI
LAST YEAR’S WINNER: SELATRA

 Best Music Service Provider

2009
Who’s eligible?
Companies providing a platform for the provision of content such as MP3,
ringtones and ringbacks or apps that facilitate the discovery or
recommendation of music. Shazam

LAST YEAR’S WINNER: SHAZAM

AWARDS
 Best Transactions Provider When are the Awards?
Thursday, October 1st at The Royal Garden Hotel,
Who’s eligible? London, UK.
Those specialists providing a ‘back-end’ payments platform that allows content
providers and operators to charge consumers for content. How can my company enter?
Bango
Send a short pitch document, containing relevant
information about your company and stating the category
LAST YEAR’S WINNER: BANGO
you wish to enter, to me-awards@intentmedia.co.uk.

When is the deadline for submissions?

 Best Mobile Publishing Platform July 1st 2009. Finalist shortlists will be published on
Who’s eligible? July 27th 2009.
Companies providing mobile sites and CRM systems that help brands or
operators establish a dedicated mobile presence through which to promote or What’s the nominations process?
Volantis The ME team decides on the shortlists, basing its
sell their products.
decisions on nomination pitch documents and
consultation with industry insiders.
LAST YEAR’S WINNER: VOLANTIS
What’s the judging process?
 Best Search & Location Company The winners are decided by an invited judging panel,
which is drawn from the ME contacts book and
Who’s eligible? consists of around 400 execs from all sectors of the
Any firm powering search and LBS solutions through the mobile handset, or business. Members of the jury are sent a PDF
giving partners a location-based dimension to existing services. Taptu containing details of the shortlisted companies. They
then base their decisions on this document and their
LAST YEAR’S WINNER: TAPTU own industry experience. Jury members vote in
confidence and cannot vote for themselves or
associated companies.
 Best Marketing & Advertising Company
Who’s eligible? How is the ‘outstanding contribution’ award decided?
Those that use cellular networks, Bluetooth, barcodes and so on to execute This is not a vote. It’s decided upon by the ME team.
However, we do accept suggestions from readers.
advertising and marketing campaigns via the mobile handset. Admob
How much is it to attend?
LAST YEAR’S WINNER: ADMOB For details of table sales at the awards and other ticket
enquiries contact Jodie.Holdway@bhpr.co.uk or call

 Best App Store +44 (0) 1462 456 780.

The app store concept has transformed the user experience Can I sponsor the event?
of buying content and made it possible for content Yes! There are a number of promotional possibilities
providers large and small to reach consumers. This award is for app store available. Please contact Simon.Harvey@bhpr.co.uk or
owners – whether they are handset vendors, operators or independents. call +44 (0) 1462 456 780.

www.mobile-ent.biz
www.mobile-ent.biz June 2009 11
12 ME52 13/5/09 09:31 Page 1

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12 June 2009 www.mobile-ent.biz

13-14 ME52_Final 18/5/09 13:05
The
memory
lane
In the era of over-the-
air downloads, the
memory card is still
flying the flag for
‘physical’ music and
video, as Tim Green
found out…
www.mobile-ent.biz
Page 1
eaders of a more mature
R vintage, like me, will probably
smile every time they hear a
phone user complain that their new
device has a paltry 512MB of internal
memory. 512! I remember my first
computer had just four – and I
thought that was paradise. You could
get half a dozen pics on that. If you
had a digital camera.
And now here we are in 2009 and
the SD Association has announced a
series of extended capacity cards,
named SDXC, that will likely start
with 64GB of storage, but could offer
multi-terabyte capacities in five years.
Just to get that into perspective, a
2TB memory card can store 480
hours of high-def movies or 136,000
hi-res photos. There are also plans to
increase data reading and writing
speeds to over 100MB per second,
with a roadmap to over 300MB per
second.
When the technology was
announced, James Taylor, president of
the SD Association, said: “With
SDXC, consumers can quickly
download higher quality content to
their phones, including games, video
and music – giving them a richer
MEMORY CARDS 
media and content experience.” In
choosing the world ‘download’ rather
than embed, Taylor overlooked the
fact that card manufacturers are still
experimenting with pre-loading
content onto cards, not just as a
sweetener to boost sales of handsets,
but as a standalone offer to tempt
consumers.
This is a strategy that goes back to
the earliest days of removable phone
Hope is a
dangerous thing.
Hope can make a
man insane.
memory, to an era when MMC cards
(remember them?) roamed the earth.
The first moves came in 2005, when
ROK Entertainment, Nokia and
Granada Ventures teamed up to put
The Shawshank Redemption on an
MMC. At around the same time,
Sony Pictures Digital launched its
‘Movies on Memory Cards’ initiative
with films including Hitch,
The Shawshank Redemption
was given the MMC
treatment by ROK way back
in 2005. Did it catch on?
Ghostbusters, Stuart Little and Spider-
man for £19.99 at The Carphone
Warehouse.
Maybe they were all thinking of
Red’s quote from Shawshank: “Hope
is a dangerous thing. Hope can drive
a man insane.” Why? Because they
were charging full whack for a
product that came in a thumbnail-
sized box – and doing so just as the
consumer was considering a move
away from physical storage. Brave.
The fact that the memory card
never materialized into a viable
content medium didn’t prevent
experimentation with the idea. Last
September, for example, France’s
PNY Technologies shipped cards
bundled with a free EA game having
already run similar trials on games
like Brain Challenge and Rayman.
Interestingly, PNY didn’t embed the
content itself, but gave away an
access code which gave the user a
free download once they had
launched a WAP session. The idea
was to encourage browsing as much
as downloading.
PNY says the project yielded over
100,000 units sold. Laure Lapègue
PNY’s European category manager
June 2009 13
13-14 ME52_Final 18/5/09 13:05
 MEMORY CARDS
for Flash Media, says: “It was a really
good result considering the cards
were mainly sold in general stores
where people are not 100 per cent
focused on flash memory.”
While games publishers like EA
experiment with the format, it’s
probably fair to say that handset
vendors contribute the most activity,
using content to complement their
devices. According to FlashRite,
which recently pre-loaded the latest
Pink album on a card for an
unnamed vendor, it works.
FlashRite’s Julian Ratcliffe says:
“Because the promotion was so
successful, there have been repeat
orders for further cards and volumes
are past 40,000 units.”
Another company at the forefront
of this activity is distributor Peak
Development, which has loaded TV
shows and music onto cards with a
big ‘FREE content’ message on the
front. Creative packaging completes
the offer. Nigel Furmston,
commercial sales director at Peak,
says: “We have put Christmas Hits on
snowman shaped USBs, Rayman
content onto a rabbit shaped USB
and even loaded a selection of
Universal Music MP3s onto 100,000
microSD cards, which we packaged
14 June 2009
Page 2
CEDAR: Looking for an educational role
inside a bespoke matchbox sized
carton.”
Meanwhile, the biggest memory
company of them all, SanDisk, leads
from the front. Last September, it
attempted to revive the physical
music markets with SlotMusic, which
had the backing of all major labels.
Even though the target was clearly
the phone owner, it even launched a
dedicated MP3 player range called
SlotRadio to play them.
The response was muted, but it
didn’t stop the firm returning six
months later with a product pitched
specifically at operators. The SanDisk
Service Delivery Card (SDC) can be
pre-loaded with data, applications
and promotional offers that integrate
with existing operator services.
Yoram Cedar, executive VP and
general manager of OEM and
corporate engineering at SanDisk,
sees an educational role for the
format. He says: “These customised
cards highlight applications and
services for the operator and show
end users how to get the most out of
their mobile experience.”
Sandisk has yet to disclose sales
figures for these products, and has
faced criticism for its persistence with
a physical format in a world of over
the air downloads. Its response is that
retailers like the high-value small
footprint nature of the product and
that there are a whole army of users
out there who prefer Wal-Mart to
Apple’s iTunes.
Doron Garfunkel, commercial
director of OK Media, a European
card manufacturer, agrees: “Even in
this day and age fans like to have
something physical in their hand,
especially on limited edition runs.
And for some software, such as
learning tools, portability is also a
winning feature.”
Who’s on the
cards?
Peak Development
A UK-based flash memory
supplier and major SanDisk
distributor. Offers retail
packaged card specifically for
mobile phones.
www.peak-uk.com
+44 (0)1489 796979
OK Media Group
German manufacturer that can
duplicate and blister-package up
to 50,000 memory cards a day.
www.okmedia.biz
+44 20 76 88 67 89
FlashRite
UK and US distributor with a
solid track record in content
bundling. Successfully pre-
loaded a Pink album on a card
for a handset vendor and
agreed a deal to bundle
entertainment products on
Lexar cards in January.
www.flashrite.com
+44 (0) 845 094 1002
SanDisk Corporation
The world's largest supplier of
flash memory products and the
only company with the rights to
manufacture every card format.
Launched SlotMusic format last
September, pre-loading major
label music onto packaged SD
cards.
PNY Technologies
French manufacturer known to
the mobile content community
for partnering with EA Mobile,
Gameloft and others on the pre-
loading of games in branded
cards.
www.mobile-ent.biz
Project2 23/4/07 12:31 pm Page 1
16-17 ME52_Final 18/5/09 14:31 Page 1

 KILRUSH

View to a
MIG has spent 18 months and £1 million building its new mobile publishing platform Kilrush. The firm’s
CEO and founder Barry Houlihan told Mobile Entertainment why…
obile Interactive Group

M (MIG) is one of Europe’s

outstanding success stories.
In five years, the London-based firm
increased its turnover from £251,817
to around £65 million. And it did so
without public funds. This success
was based around a messaging
platform that powered the
astonishing growth in text services
for TV shows and consumer-facing
brands. Landmark projects such as
Live8 and TV shows like The X-
Factor set new highs for consumer
engagement with mobile. In January,
MIG confirmed it had delivered half
a billion mobile marketing
interactions since launch.
But MIG was never solely about
text services; it’s not called the
Mobile Messaging Group. Flat rate
data plans and smartphones have
changed the way the public use the

The way the public

use the channel has
changed and MIG
had to respond.
mobile channel, and MIG knew it
needed to respond. Hence Kilrush,
the new mobile publishing division.
Eighteen months in the building, this
new business unit has been created to
give brands the ability to move the
viewing public beyond voting into
much richer services.
Kilrush will now sit alongside
MIG’s other divisions: Jigsaw (cross
platform digital solutions), 4th
Screen Advertising (mobile
advertising) and New Toy (live
experience technology). Meanwhile a
new brand, Mobile Interactive
Technology (m-commerce, messaging
solutions and interactive platforms),
has been established to manage
infrastructure so that MIG can
become the group corporate identity.
A highly experienced management
team has also been put in place to
run the business.
MIG CEO Barry Houlihan (inset) is one of the
pioneers of text voting for shows such as Britain’s
Got Talent (main picture). Now he hopes to take
mobile interaction beyond texting and into much
richer media with Kilrush
ME talked to MIG’s Barry Houlihan The mobile internet is hardly new. better. We did look at acquisitions, but
about the new launch… Mobile publishing companies have they were all overpriced, to be honest.
been around for years. Did you
How do you define Kilrush? consider an acquisition? So you did it yourself…
As a next generation provider of It’s true, we are a little late into this, Right. MIG has always grown
mobile internet services that works but in being so we’re creating a new organically through private funding,
across all handsets, operators and market, one in which all companies, so every new development has to be
OSs. There’s been a huge change in both large and small, can build at the right pace. In the end we
the landscape of mobile since we integrated mobile and digital invested £1 million in Kilrush. It’s
launched, largely because of Apple communications strategies. our biggest ever launch, and one we
and the growth of the smartphone In a sense, we were late into SMS had to get right. I’m confident it’s the
space. Brands are looking to move too, but it hasn’t done us any harm. In best mobile internet publishing
beyond messaging in their use of the the past, we had to refer our solution on the market.
mobile channel. We built Kilrush to customers to mobile internet
give them a site-building tool that specialists, and we were always a little What’s the benefit to customers?
non-technical staff can use to create uneasy about it because we thought Kilrush has been designed to be easy
sites in minutes. the technology could be so much to use for marketing teams so that

16 June 2009 www.mobile-ent.biz

16-17 ME52_Final 18/5/09 14:31 Page 2

KILRUSH 

Find out more at the

Kilrush will be formally unveiled to ME readers at the Meet-Up
event on Thursday June 10th…
ME’s legendary networking party – MIG will be inviting its own guests,
Meet-Up – is the perfect channel for but there are around 150 places available
publicising a new launch, which is why to ME readers. We expect demand to
Mobile Interactive Group (MIG) are exceed supply, so we will allocate places
sponsoring the next one. to a lottery basis. Please send an email
Come along to the opulent 24 to: Meetup@intentmedia.co.uk.
London venue and you’ll get a chance There’s no charge for entry. Please
to find out about all of MIG’s various include your full name and job title in
divisions, including Kilrush, in the the email. We will mail you back by the
company of around 300 mobile end of May to tell you whether your
content execs. application has been successful.
MEET-UP: WEDNESDAY, JUNE 10TH, FROM 6PM
24 LONDON, 24 KINGLY STREET, LONDON, W1B 5QP

The MIG family

Mobile Interactive Technology
MIT’s ‘m-commerce, messaging solutions and interactive
platforms’ power competitions, quizzes, polls and feedback
services services for prime time TV shows and major
brands. It uses the MIDAS platform to deliver bulk
messaging CRM and list management.

rich sites can be built quickly. And,
just as important, the platform puts
mobile into the heart of a digital
operation. This not only makes it
possible to create integrated
campaigns across TV, online and
mobile, but also saves on cost.
Our first media customer is ITV
and there are other major contracts
pending across multiple sectors. With
Kilrush, ITV’s digital people can
continue to execute mobile activity
even though the mobile unit has been
closed. Other companies will be able
to build their own networks of sites to
drive customer acquisition – gambling
companies, for example. They would
traditionally make do with a WAP
banner. We give them Kilrish and
they get access to an affiliate network.
How does Kilrush fit with your
other business divisions?
Well, for a start, thanks to 4th Screen
Advertising we can see how limited
the roots to market are for mobile
advertising now. Every Kilrush site
will become part of the 4th Screen
Advertising network, which will grow
it exponentially. We’re also aware of
the growth in app stores and are
offering partners app development
through Jigsaw, and these products
can be distributed across Kilrush sites.
New Toy
This ‘live experience technology’ design agency takes mobile
into physical locations using installations based on NFC,
text-to-screen, mobile ticketing and so on.
4th Screen Advertising
Specialist ‘mobile advertising agency’ offering ad serving
platform Mpression and agency services to clients including
O2, 3UK, Virgin Media, Bauer, Tesco Mobile, Barclaycard
and more.
Jigsaw
A ‘cross platform digital solutions agency’ that champions
an integrated communications approach, and executes
integrated marketing campaigns for brands beyond the core
mobile channel.
Kilrush
MIG’s new mobile internet publishing arm, set up to give
brands the means to create rich sites in minutes.

www.mobile-ent.biz June 200917

19-20 ME52_Final 18/5/09 16:35 Page 1

APP TESTING 

Porting In the post walled-garden era for

content, what happens to the
companies offering to tackle
fragmentation and localisation?
Mobile Entertainment investigated…

in a storm? lu’s Greg Ballard made a lot

G of headlines 18 months ago

when he revealed that the
mobile version of Transformers came
in 25,000 SKUs – across Europe
alone. That’s multiple formats times
multiple operator APIs times multiple
languages. The admission had an
element of despair, but it also served
as a warning to outsiders: don’t even
think about getting into this business,
it’s a bloody nightmare.
Since then, of course, the industry
has undergone a radical
transformation. The operator walled
garden, patrolled by huge publishers
such as Glu, Gameloft and EA, is
being challenged by an open app-
store model that in theory offers
access to all and sundry. Last month,
Vodafone added its name to the list
of giants entering the app store space,
promising to open up and simplify its
APIs to reduce the fragmentation
issues for developers.
A number of companies now offer
services to help tame fragmentation.
DeviceAnywhere, for example, offers
a Software-as-a-Service (SaaS)
solution that provides instant access
to more than 2,000 devices on over
30 different carriers from a PC.
Meanwhile, France’s Mobile
Distillery offers an automated porting
suite called Celsius that lets
developers port and backfill an app
from a single Java source code to
more than 1,000 devices worldwide.
In the area of localisation,
Universally Speaking, Partnertrans,
BabelMedia and others exist to bring
apps to different regions round the
world.
So the question for the companies
offering services such as porting,
testing, QA and localisation is this:
are the changes sweeping across the
industry good or bad for services
specialists in the space? It’s a tricky
Handsets and operating systems are released and updated so quickly that it can sometimes seem a bit of a blur one. It certainly changes the

www.mobile-ent.biz June 2009 19

19-20 ME52_Final 18/5/09 16:35 Page 2

 APP TESTING

dynamics of the market. The old

operator portal model required a
centralised approach targeted at giant
companies with global distribution.
Now, there are thousands of content
creators out there. But they still need
to meet QA criteria. The market is
still there, just in a different form.
The other new factor to consider is
the growing importance of the
emerging markets. Accelerating
mobile subscriptions in the BRIC
countries, Africa and the Middle East
offer opportunities for content
providers, and their localisation
partners. Here’s what the insiders
think…

Have you seen any general signs of

the fragmentation issue being
‘tamed’?
Faraz Syed, CEO, DeviceAnywhere:
The numerous initiatives aimed at
bridging the OS divide just added to
developer headaches, forcing them to
develop for even more platforms, or
risk minimal uptake. Even initiatives
based on the same platform, such as
Linux, are diverse enough to
necessitate independent testing.
So the issue of fragmentation is
likely to remain in the future, with
mobile operators and handset
manufacturers both seeing the mobile
OS as a unique selling point. All
parties have made it clear that they
do not want a repeat of the PC
industry where they hand over their
destiny to American software makers.
Hardware fragmentation is also a
consideration, often overlooked when
people discuss this issue. The
diversity of handsets across multiple
operators around the world already
Dialect is important... most people
aren’t aware that there is no single
Indian or Chinese language.
presents a stumbling block to
companies bringing content and
applications to the public, with
numerous combinations of interfaces,
processors, screen sizes and
connectivity requiring a myriad of
versions to be built and tested.
What’s your view of something like
JavaFX? Will it make development
across different devices easier?
Faraz Syed: JavaFX represents an
exciting opportunity for bridging the
TOP-BOTTOM: DeviceAnywhere’s Faraz Syed, Babel Media’s Keith Russell and Partnertrans’ Iris Ludolf
divide between multiple screens,
making the deployment of rich apps
across a number of platforms much
simpler. However, it is another mobile
operating system for which to
develop, and it’s targeted at the high-
end feature phone market, whereas
the real growth is in the lower-end.
Fragmentation issues are likely to
plague the development community
for the foreseeable future and there is
no single panacea in sight.
How do you assess the impact of
app stores?
Iris Ludolf, director, international
operations, Partnertrans: App stores
provide a fantastic opportunity for
small games that didn’t find a market
before, as they were too small or too
niche to be published via regular
means. However, in order to increase
user accessibility and reach an ever
bigger market it is imperative to have
those applications localised.
Faraz Syed: As more app stores are
created, certification and testing
remain the greatest barriers to
realising revenues quickly from
mobile application development. As
operators, handset makers and even
operating platforms begin to launch
in the marketplace, the time and
money spent on the certification of
apps looks to spiral out of control,
and the quality of those certification
processes will play a key role in the
success of those app stores.
What are the challenges and
opportunities presented by the
growth in India and China?
Iris Ludolf: Apart from the many
technical aspects, on the language
side there a quite a few dialects you
have to cover to access the full
potential of those markets. And
actually many people aren’t aware
that there is no single Indian or
Chinese language.
Does connectivity create an
opportunity? If an app connects to
the network, then surely that adds
a new layer of complexity.
Keith Russell, VP, sales and
marketing, BabelMedia: It is a
testing nightmare to be honest,
because each network and handset
behaves slightly differently. This
means you don’t really know for sure
the app will work until you test it in
the network, with that SIM card on
that handset. No emulator will tell
you for sure, so welcome to the flying
tester, armed with a clutch of phones,
and a plane ticket as he roams the
globe testing in-network.
As content gets richer, are you
seeing more audio in mobile apps?
What challenges does this bring?
Iris Ludolf: I haven’t seen too much
of this yet in games. Audio obviously
takes up more memory than text and
most games are still targeted at
mobile users with a wide range of
handsets, so memory remains an
important consideration. We did a
few recordings for mobile games,
though, but as we are experienced in
audio recordings for other platforms
as well, there were no specific
challenges.

20 June 2009 www.mobile-ent.biz

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ME awards advert 11/5/09 12:51 Page 1

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23-24 ME52_Final 18/5/09 13:19
billion
After a month, Steve Jobs said: “I’ve never seen anything like this in my career for software.” In less than a
year, the Apple App Store marked its billionth download. Mobile Entertainment reflects on a revolution...
or all the current obsession
F with app stores, there’s a
strong argument that there’s
nothing new about the idea at all.
Smartphone stores like Handmark,
GetJar or Handango – doggedly
selling not just games but currency
converters and other productivity
programmes – all have a good claim
to have been there long before
Apple. Nokia might say the same
about Download. Even Vodafone
about Live!
But however you define it, the
inescapable fact is that no one got
content sales right before Apple.
Not really. The problem was always
twofold. First, a fatal lack of access
for suppliers. Look at the games
sector. It now has three major
publishers, the rest having departed
due to an inability to get their
salespeople in front of operators,
www.mobile-ent.biz
Page 1
APP STORE 
happy returns
and their products in front of the
public. This bottleneck put out the
flame of creativity that all
entertainment markets need to
Numbers in store
Cost of SDK $99
flourish, and which inevitably come Number of app downloads One billion in nine months
from smaller teams. Number of apps 37,000+
The second major hurdle was the Average apps per device 27
appalling user experience. We’ve all Number of iPhone programmers 11,162
heard the story of 32 clicks to Average app selling price of $2.63
download an application, of scary Estimated daily revenue $1 million
premium reverse billed SMS and of
WAP billing landing pages with Sources: Apple, Admob, 148Apps
little clear explanation as to what
they are.
What Apple did, of course, was
solve both of these problems The others
brilliantly. Launch date
Now, let’s not ignore the fact that BlackBerry App World March 2009
Apple had substantial in-built Google’s Android Market October 2008/March 2009 (paid)
advantages over its ‘competitors’ Nokia’s Ovi May 2009
such as they existed. First, it had a Palm’s App Catalog 2009 tbc
tech-savvy demographic with an Windows Marketplace for Mobile 2009 tbc
innate trust of the Apple brand.
June 2009 23
23-24 ME52_Final 18/5/09 13:19 Page 2
 APP STORE
The best sellers
Free
1. Facebook
2. Google Earth
3. Pandora Radio
4. Tap Tap Revenge
5. Shazam
6. Pac-Man Lite
7. Backgrounds
8. Touch Hockey FS5
9. Labyrinth Lite Edition
10. Flashlight
11. Urbanspoon
12. Movies
13. iBowl
14. Lightsaber Unleashed
15. Sol Free Solitaire
16. MySpace Mobile
17. Virtual Zippo Lighter
18. The Weather Channel
19. BubbleWrap
20. Remote
Most iPhone users are
existing iTunes users.
There’s no nervousness
about payment.
But I’d argue even more
significant was Apple’s pre-existing
billing arrangement with its users.
Virtually all iPhone users are
existing iTunes users when they get
their devices. The effect? No
nervousness or confusion about
entering into a payment scenario
with the handset company – and
100 per cent credit card usage. It’s
not something Motorola, say, could
ever achieve.
And yet, the App Store’s huge
success – one billion downloads,
37,000 apps – was itself the cause
of some discontent. As the store
became busier it became harder for
users to navigate, and for products
to get visibility. The approvals
24 June 2009
source: Apple
Paid
1. Crash Bandicoot Nitro Kart 3D
2. Koi Pond
3. Enigmo
4. Bejeweled 2
5. iBeer
6. Moto Chaser
7. PocketGuitar
8. Flick Fishing
9. Tetris
10. Texas Hold’em
11. Super Monkey Ball
12. Pocket God
13. Cro-Mag Rally
14. Ocarina
15. Fieldrunners
16. iFart Mobile
17. Touchgrind
18. iHunt
19. iShoot
20. Monopoly Here & Now Edition
process began to get longer and
longer. Additionally, the store also
attracted the attention of edgier
products and Apple took flak for
banning some (The Sun, Nine Inch
Nails, various fart products) and
allowing others (Baby Shaker).
Some of these issues may be
resolved by the new iPhone 3.0
software which, among other
upgrades, allows developers to set
ages restriction and lets parents
switch on access controls. But the
basic problem of discovery remains.
In the second year of the Apple
App Store, we’ll see how the iPhone
firm addresses this, and whether
the incredible momentum of the
concept can be sustained.
A touch more opinion...
“Pre-App Store, there was a widely
accepted truism that ‘people don’t
download apps’. Post-App Store, it’s
obvious that they love to, provided it’s
easy and that they understand what the
app does. The App Store has added a
huge new dimension for AdMob…
many developers, including ad
agencies with sponsored apps, give
their apps extra visibility by advertising
in other apps – it’s simply the most
efficient route to market.”
Jason Spero, Admob
“The biggest impact is the awareness it has created about the nearly
limitless capabilities of smartphones. This is a vital mindset shift for
consumers. There have also been important learnings about what it
takes to create an exceptional user experience. This is a great
advantage for the next generation of app development.”
Are Traasdahl, Thumbplay
“It’s moths to a light. Suddenly, everyone ‘gets’ mobile and wants to
invest in it. Apps are back on the map and interest in WAP is declining
sharply. This will be temporary, and a unified app and WAP strategy
seems most sensible to me.”
Shashi Fernando, Saffron Digital
“In a few months’ time we will see where the customer goes and
which store will survive. But alternatives to the operator business
model are always welcome.”
Bibiana Hesseler, mobivention
“It’s changed the way brands and publishers think about mobile
advertising. The impact on agencies has been phenomenal,
particularly in the US, where large numbers of agency employees are
experiencing the Apple revolution first hand.”
Stephen Upstone. AdInfuse
“Given our successes with Zippo and
A&E, the app store has helped us to
broaden our relationships with brands,
agencies and media companies. As the
iPhone delivers a real entertainment
experience, it’s also opened up the
opportunity for us to create our own
products.”
Jon Vlassopulos, Moderati
“We’ve seen a surge in non-iPhone apps from sites such as GetJar,
which can in part be put down to iPhone. People get a great iPhone
app, then show it friends who have other devices, then these friends
then go and look for apps of their own...”
Scott Seaborn, OgilvyOne
“It hasn’t affected our business. Yet. No doubt it will when we can
work out how to get Apple to allow content retailing competition
for iTunes.”
Dave Moreau, Fonestarz
“It’s finally got MoS focusing on apps. I’m spending a lot of my time
focusing on new ideas and developing new apps.”
Patrick Hagenaar, Ministry of Sound
www.mobile-ent.biz
25 ME52_Final 14/5/09 16:32 Page 1

www.mobile-ent.biz June 2009 25

26 ME52_Final 18/5/09 15:04 Page 1

Sponsored by
 RECRUITMENT

BBC’s big switchover

Richard Titus changes channels barely six months into his mobile gig with the UK institution...
MARK KORTEKAAS has taken
over as controller of BBC Audio
and Music Interactive and of BBC
Mobile. He replaces RICHARD
TITUS (above), who left to join
the Daily Mail. Kortekaas has held
roles at at NBC, Sony Online
Entertainment and CBS. He’ll
report to BBC Future Media &
Technology director Erik Huggers.
RAY DERENZO has been promoted
to chief marketing officer at MobiTV.
He’s spent the last four years at the
streaming TV giant as SVP of
product, programming and
marketing, with responsibility for
user experience of MobiTV’s
products – now he has a broader
marketing role.
Sony Ericsson haas confirmed
ANDERSON TEIXEIRA as its new
president of US and North America.
KRISTIAN TEAR will succeed Teixeira
as head of Western Europe. Teixeira
has been part of Sony Ericsson since
the formation of the venture in 2001.
The flexible pricing specialist
Accumulate UK has appointed 3UK
programme manager RICHARD
RAYNOR as technical delivery
manager. He’ll work on the
company’s new Flexion offering.
Ray Derenzo’s role expands at MobiTV
LG Electronics has added three key
recruits to its UK brand marketing
team: FIONA LANDSBERG as brand
manager, NATASHA KHAN as digital
marketing executive and SYLVAIN
BERRIER as research and insight
manager. The department has created
sponsorship deals with Formula One,
Fulham Football Club and Harrods.
US-based platform provider
Motricity has appointed ALLYN
HEBNER as CFO. He was
previously the chief accounting
officer at T-Mobile USA.
New York’s ad-funded games
network Cellufun has a new CEO.
He is NEIL EDWARDS, well-known
as the CEO of dotmobi. Now
Edwards will expand Cellufun’s
international audience.
JAMES SCALPELLO is set to depart
his senior marketing role at THQ
Wireless at the end of this month.
He presided over high profile
campaigns on products such as Top
Trumps, Star Wars and Wall-E in his
time at the games publisher, but is
stepping down now that THQ is
moving away from Java mobile
games and into high-end portable
devices, like iPhone.

Sales Director
Mobile Agency
Germany Excellent Basic bonus

Business Development Manager

Mobile Services
London c£60,000 bonus package

Content Manager
Mobile Content
London Excellent package

Business Development Director

Mobile Marketing
Singapore Excellent basic bonus package

Senior Project Manager

Mobile Agency
Germany Excellent package

looking to further your career in

the Mobile and Digital markets?
VISIT OUR WEBSITE for a full list
of our current opportunities.

26 June 2009 www.mobile-ent.biz

27 ME52_Final 18/5/09 11:34 Page 1

 RECRUITMENT

Swift response to
recruitment
Mobile move pays dividends for Aardvark Swift
Aardvark Swift is a specialist mobile
entertainment recruitment agency
that was among the first to
recognise the potential of the
mobile marketplace. It has worked
in the sector since the company's
formative years and was
instrumental in placing many of the
initial Nokia N-Gage team way back
in 2003.
Such is its knowledge and history,
Aardvark Swift now claims an
unrivalled list of contacts. Indeed,
companies such as Buongiorno,
Arvato Mobile and Capcom Mobile
have all recently used its services to
recruit sales, marketing and
technical staff. Aardvark also counts
mobile game developers, such as
Glu Mobile and EA Mobile, among
its clients.
“Aardvark's move into mobile
entertainment was a natural one,”
explains Daniel Johnson (pictured),
who heads up the mobile desk at
Aardvark Swift. “Many of our
gaming clients and candidates were
stepping across from traditional
video games as the sector grew.
Because of our established games
industry network, we began to deal
with most mobile games developers
and publishers.”
Inevitably, Aardvark Swift took its
expertise from games into new
content areas. “The challenge for us
was to expand the mobile desk and
move away from just supplying
mobile games staff and recruit for
the wider mobile entertainment
industry,” adds Johnson. “We’ve
been successful in recent years, and
we now also recruit for content
developers, publishers, aggregators,
platform holders and operators.”
Critical to the firm’s success has
been the quality of candidates.
Aardvark Swift is proud of the fact
that many vacancies are filled by
searching a candidate database put
together over 20 years. Johnson
JOHNSON: Extending reach into the wider
mobile entertainment industry
says: “We have found that many of
the skills required by mobile clients
can be found on our existing
database of candidates, so the
transition for us has been made
easier. And, if the right candidates
can’t be found on our database, we
offer different recruitment methods
to satisfy our clients’ needs – such
as advertised search and
headhunting.”
The recruiter ensures that this list
is kept fresh and up to date by
using a rolling advertising
programme in trade press,
proactive networking and the
constant quest for referrals from
existing candidates and clients.
Importantly, Aardvark Swift’s
database search option is free,
unless a client finds the person
they’re looking for.
Independently owned, Aardvark
Swift is a small, flexible company,
with 15 members of staff. It has ten
recruitment consultants, each
specialising in a business area. This
enables it to offer the highest levels
or service to its respective
clients/candidates.
www.aswift.com

www.mobile-ent.biz June 2009 27

MMN advert 11/5/09 13:30 Page 1

An ME Event

Platinum Sponsor

The essential conference for mobile music Gold Sponsor

professionals returns to London

The huge potential of mobile music The speakers:
With millions of consumers in emerging markets using the
phone as their sole digital medium, the potential of mobile
music is enormous.
 Barney Wragg
Over the last 18 months, the industry has responded to this Formerly head of digital at
promise with highly innovative services such as: EMI and a VP at Universal

 Nokia Comes With Music

 TDC Play
 Omnifone MusicStation  Alex Vlassopulos
 Sony Ericsson Play Now Plus Head of business development
 Shazam music ID (digital), Sony Music

Mobile Music Now is the perfect opportunity to find out more

about these ideas and forge new business relationships.

 Antony Douglas
About Mobile Music Now
Head of content, O2 Telefonica
The unique event will take place on Thursday July 9th at BAFTA,
195 Piccadilly, London.

150 top execs from the space will attend, including operators,
vendors, labels, service providers and more.  Jonathan MacDonald
MD of JMA, Consultant at OgilvyOne
Delegate places cost only £259 +VAT. Sponsorship packages,
running through Mobile Entertainment in print and online,
start from £650.
 Tim Grimsditch
Head of global product
What You Get marketing (music), Nokia
Mobile Music Now is a new kind of conference – affordable
and social. It starts at 4.30pm and runs into the evening, with
a speed networking system and informal dinner.

Speakers and topics will include:  Frank Taubert

 Exclusive mobile music market research - with a copy CEO, 24-7 Entertainment
for every delegate
 Panel session Q&A with leading mobile industry execs
 Speed networking opportunity: meet the speakers
 Informal three course dinner + coffee
 Juan Paz
 Refreshments – including post-dinner bar
Head of research, Music Ally

Our sponsors:
24-7 Entertainment: The Platinum Sponsor of the first Mobile Music Now conference is 24-7 Entertainment. This pioneer in the
digital music space offers a platform that has powered millions of downloads for retailers, telcos, software and hardware
manufacturers, record labels and media companies. It boasts a catalogue of full tracks, ringtones and videos from over
12,000 music labels.

Muzicall: Gold Sponsor Muzicall is currently reviving the European ringback market with a service and shared platform that
enables off-portal brands to sell ringbacks, and also invites brands to access the ringback as an advertising channel.

For more information contact the following:

Content: Tim.Green@intentmedia.co.uk Sponsorship: Tom.Roberts@intentmedia.co.uk
Delegate Bookings: Rob.Baker@intentmedia.co.uk, or visit www.mobile-ent.biz/events
29 ME52_Final 18/5/09 10:38 Page 1
source
Stuck for a stat or just looking to expand your mind? Find everything you need right here...
N
umbers. We love them. You
love them. And they’re all here
in Mobile Entertainment
magazine’s reference section. It’s a
one-stop shop for all the content-
based numerological and statological
information you can possibly imagine.
Our run-down of key operator
subscriber numbers is here again. As
usual, our Games Spotlight page
focuses on the hot new titles coming
out soon. We also have a round-up of
all the latest industry research, a
comprehensive show and conference
guide, and a run-down of best-seller
charts from across the mobile
content market.
www.mobile-ent.biz
There’s also the Product Focus,
which picks out a selection of the
content, hardware and services either
just launched or coming to market.
INDEX
SHOWS P30
What’s more, every month Mobile ME’s very own travel guide, with MWC instead of Thailand
Entertainment magazine publishes the
Mobile Marketplace, an invaluable PRODUCT FOCUS P31
Best of this month’s content, hardware and services
directory of key product and service
providers in the space. Put simply, DATABOX P32
Be warned: contains content of a statological nature
there’s something here to satisfy every
number cruncher and any PowerPoint CHARTS P34
presentation. The ups and downs of a typical content sector
If you have any queries about the NETWORK SUBS P37
data, or would like to submit Who’s got the most connections?
information for any of the pages in this
MARKETPLACE P39
section, just send an email to: Mobile content product and service providers
tim.green@intentmedia.co.uk.
June 2009 29
30 ME52_Final 18/5/09 11:19
 SOURCE: EVENTS
FORTHCOMING HIGHLIGHTS
June 2nd-4th
Licensing International
2009 CALENDAR
June
June 2nd-4th
E3 2009
Los Angeles, USA
www.e3expo.com
Its format keeps changing, but
E3 is still the place to be for
game publishers, developers
and distributors.
June 2nd-4th
Licensing International 2009
Las Vegas, USA
www.licensingexpo.com
More than 525 exhibitors with
6,000 brands and properties -
all in just three days.
June 2nd-5th
Java One 2009
San Francisco, USA
java.sun.com/javaone
Sun Microsystems’ annual Java
developer conference returns to
the Moscone Center. What with
this and the BREW event (see
below), be prepared to travel.
June 3rd-5th
Brew 2009
San Diego, USA
brew.qualcomm.com
Qualcomm’s annual developer
and partner conference. Visitors
should expect a bit of BREW,
some MediaFLO and a whole
lot of Plaza.
June 3rd-4th
Mobile Web 2.0 Summit
London, UK
www.mobilewebsummit.com
Osney Media presents this
conference looking at the next
generation of mobile. Expect
social networking, UGC,
widgets and mnore to be high
on the agenda.
June 10th
ME Meet-Up
London, UK
www.mobile-ent.biz/events
30 June 2009
Page 1
June 2nd-5th June 3rd-5th
Java One BREW
June 10th-11th
Open Mobile Summit
London, UK
www.openmobilesummit.com
Network with the power players
in mobile and internet today.
June 23rd
Mobile Internet Summit
2009
Singapore
www.mobilenetasia.com
June 23rd-24th
Mobile Entertainment
Market (MeM) 2009
London, UK
www.mem09.com
The Mobile Entertainment
Forum’s annual exhibition and
conference event, produced in
partnership with Informa.
July
July 9th
Mobile Music Now
BAFTA, London, UK
www.mobile-ent.biz/events
Mobile Entertainment is hosting
this popular music networking
event and conference in
association with the digital
music specialist 24-7
Entertainment and ringbacks
pioneer Muzicall (see box).
July 14th-16th
Develop Conference
Brighton, UK
www.developconference.com
The developer event that likes
to be beside the seaside.
Mobile execs will be drawn to
the new Evolve sessions.
July 21st
Casual Connect Seattle
Seattle, US
http://seattle.casualconnect.org
Brings together the most
talented and knowledgeable
experts in casual gaming.
June 10th June 10th-11th June 23rd-24th
Meet-Up Open Mobile Summit MeM
August
August 13th
Edinburgh Interactive
Festival
Edinburgh, UK
edinburghinteractivefestival.com
Part of the Edinburgh Festival,
the EIF will embrace game
development and publishing,
including mobile platforms.
September
September 11th-15th
IBC
Amsterdam, Netherlands
www.ibc.org
The annual shindig for the
broadcast TV business. There’ll
be blinking lights everywhere,
but also a growing mobile zone.
October
October 1st Meet-Up (June 10th) Back and better than ever. New format,
ME Awards 2009 new venue, same excellent networking opportunities. Sponsored
London, UK by MIG. Places will be allocated on a lottery basis, so to RSVP
www.mobile-ent.biz/me-awards please send an email to: Meetup@intentmedia.co.uk.
It’s back to the Royal Garden
Hotel for the single biggest
party in the content calendar.
October 5th-9th
MIPCOM
Cannes, France
www.mipcom.com
Back to Cannes for the annual
event for ‘key decision-makers
in the digital and audiovisual
content industry’.
October 6th-9th
CTIA Wireless IT &
Entertainment
San Diego, USA
www.wirelessit.com
CTIA Wireless’s content-
focused fall (that’s autumn for
any Limey readers) event Mobile Music Now (July 9th) ME is hosting this networking
arrives in San Diego for the first event and conference in association with digital music specialist
time. After Las Vegas, the sheer 24-7 Entertainment. Ringbacks pioneer Muzicall is also
blandness of San Diego will be supporting MMN. To book your place now contact:
deliriously welcome. Rob.Baker@intentmedia.co.uk or call +44 (0)1992 535 647.
www.mobile-ent.biz
31 ME52_Final 18/5/09 12:52 Page 1

SOURCE: PRODUCT FOCUS 

new stuff
A selection of new content, hardware and services...

Bytemobile HTC Magic

Unison Available: Now

IN A NUTSHELL:
Available: Now
The second coming for Google Android, this time
wholly touchscreen and exclusively through Voda.
Bytemobile has been around for years, but thanks
to its network-centric speciality (optimising data
consumption for operators), it’s hovered on the
periphery of the content scene. That’s changing
now, as data services move into the mainstream
and those operator customers need help delivering
data-efficient entertainment services.
Bytemobile is diversifying from a technical role
into one that assists on content strategy. Proof of
this came with the launch of its new Unison Mobile
Internet Platform. The aim is to provide a
framework that can help deliver widgets, mobile site
transcoding, ad insertion and other data applications.
Unison comprises three elements: the
Optimisation and Services Node (OSN), the Web
Fidelity Suite and the Media Fidelity Suite. The latter It’s taken seven months for the second official on the phone – from contacts to Android Market
two indicate the company’s push into content. Android phone to surface, and here it is, another apps. Having said that, the Magic remains
HTC effort, this time available exclusively on superficially very similar to the G1. Inside the
The Web Fidelity Suite includes: Vodafone. The HTC Magic is now on sale in the device is a 3.2 megapixel camera, MP3 player,
 Content adaptation and web page transcoding UK, with other Voda opcos to follow. 512MB of memory and microSD memory card slot.
 Widget Bar application The white phone is based on the same OS as There’s no 3.5mm headphone.
 Ad insertion application the T-Mobile G1 but it has abandoned the clunky It will be interesting to track this one. The G1 has
physical QWERTY keyboard in favour of a more been warmly received by users, but even they admit
The Media Fidelity Suite includes: lightweight 3.2-inch touchscreen. There are a it’s ugly. The Magic is clearly better looking. The
 Media optimisation for managing the impact of bunch of new hard buttons on the front, most other question is how it will perform against the
escalating video traffic with effective bandwidth significantly the search key, which trawls everything Blackberry Storm, another of Voda’s big exclusives.
management.

Galaxy
On Fire
Available: Now

Following the successful

launch of Galaxy On Fire
and its sequel for mobiles
last year, German-based
developer Fishlabs
Entertainment returned to the
game and beefed it up for a
fully-fledged launch on Apple’s iPhone. Fishlabs Entertainment, Michael Schade. “We have
It begins from the same position as the original, embraced this criticism and created an extensive
and players can expect over 20 hours of gameplay update for the full version.”
as they help humanity fight off a vicious and The company will also launch a free, ‘lite’
aggressive alien race, hell bent on wiping it out. version of the title in a move designed to help
However, Fishlabs is determined not to sit on its boost sales of the title even further.
laurels and has actively used Apple’s user review
IN A NUTSHELL:
system to work out any of the kinks that were IN A NUTSHELL:
Data optimisation expert moves into content with
a platform to deliver widgets, site transcoding, ad
present in the original release. “We have received a iPhone version of hit alien invasion game from
great deal of praise, but also criticism from the Apple-centric German coder.
insertion and other data applications.
iPhone player community,” said the CEO of

www.mobile-ent.biz June 2009 31

32 ME52_Final 18/5/09 12:55 Page 1

 SOURCE: DATABOX

databox
A selection of stats from across the mobile industry...

Shock report: oldies

like the weather
A Comscore report on EU mobile
web trends reveals over-55s flock to
weather and financial sites while
teens like social networks.
The study said 4.4 per cent of the
over 55s check mobile forecasts, with
4.1 per cent visiting stock trading
sites and four per cent accessing their
bank details. Conversely, 15.2 per cent
of 12 to 17-year-olds visit sites like
Bebo and MySpace, with web search
the next most popular activity at 9.5
per cent and entertainment news at
9.1 per cent.
In terms of devices, mobile
subscribers aged 13-17 years are
more likely to own an LG or Sony The data is based on three-month
Ericsson, while 18-24 year-olds are 80 average user surveys in France,
per cent more likely than the average Germany, Italy, Spain and the UK to
subscriber to own an iPhone. the end of February.

A site more valuable

Mobile internet-related revenues other Asian markets (over ten per Vendor market shares
grew between 15 and 25 per cent) – regions that are supposed were as follows:
cent in the year to 4Q2008, says to be robust in the current crunch.
ABI Research. In Europe the ARPU contraction Vendor %
The growth of the mobile web was between five and eight per cent. Nokia 36.2
was good news in a report that was ABI states that mobile data Samsung 17.8
dominated by the depressing (messaging and mobile internet) LG 8.8
revelation that overall mobile ARPU contributes 38 per cent of SonyEricsson 5.6
dropped between five to 15 per cent. Japanese ARPUs, and around 25 to RIM 3.0
Soberingly, the biggest falls were 30 per cent for many European Apple 1.5
in China, India and a number of operators.
Device decline
Admob’s advert ascent Handset shipments fell 11 per cent year-over-year to reach 258 million in
Q1. Not great news, but could have been worse. ABI Research says the
Mobile ad requests across the requests came from within apps, result significantly exceeded the previous forecast of 253.5 million and
AdMob network increased by 17 per with Android requests increasing by declared “green shoots are sprouting”. As a result, it revised its
cent in March to 7.7 billion. an average of 47 per cent per month forecasts for 2009 from minus 8.4 per cent to minus eight per cent.
It seems like only yesterday we all between November and March.
gasped when AdMob notched one By comparison, in the first five
billion all-time requests. The months following the launch of the
network now does more than that in
less than a week.
App Store in the US (July to
November 2008), requests from the
Apple pips others
Interestingly, the new metrics iPhone increased by an average of iPhone and iPod Touch apps 2009, with iPod Touch taking 28
show half of iPhone/Android ad 88 per cent per month. account for 84 per cent of total per cent.
app usage. This should change when
A study from Flurry confirmed Nokia, Palm and Microsoft enter
Twenty is plenty the received wisdom that Apple
dominates the app space even
the app space, and Android and
RIM build on their recent
The average free iPhone app is used 19.9 times, then discarded. And, though the combined installed launches. Indeed, Venturebeat
according to the Greystripe mobile ad network, iPhone users engage with base of iPhone and iPod Touch reports that Android is already at
these products for around 9.6 minutes per session. The stats are from is only 37 million. Flurry says 16 per cent of the market. Not bad
Greystripe's latest quarterly metrics report and are based on data gleaned iPhone accounted for 56 per cent for one device and six months of
from the 600 free iPhone apps and games in its ad network. of mobile app usage in April availability.

32 June 2009 www.mobile-ent.biz

Project5:Layout 1 19/11/08 17:25 Page 1
34 ME52_Final 18/5/09 17:47 Page 1

 SOURCE: 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 top Euro music tones, May
Song Artist Flycell US Top Ringtones, May Flycell US Top Download Handsets, May

1 Bonkers Dizzee Rascal Song Artist Model Vendor

2 Poker Face Lady GaGa 1 I Love College Asher Roth 1 CU920/CU915/Vu LG

3 Please Don’t Leave Me Pink 2 Kiss Me Thru The Phone Soulja Boy 2 Shine (CU720) LG

4 Sex On Fire Kings Of Leon 3 Beautiful Akon 3 SGH-A767 (Propel) Samsung

5 Jai Ho! Pussycat Dolls 4 Crack A Bottle Eminem 4 (Wild Card) M1000 Kyocera

6 Surfin’ Bird The Trashmen 5 Ain’t I Yung LA 5 8310 (Curve) RIM

7 I’m Not Alone Calvin Harris 6 Gives You Hell All American Rejects 6 W350i/a/c Sony Ericsson

8 Halo Beyonce 7 Day N Nite Kid Kudi 7 SGH-A867 Samsung

9 Beautiful Akon 8 Turnin Me On Keri Hilson 8 SGH-A737/A736 Samsung

10 Back In Black AC/DC 9 Rockin’ That Thing The Dream 9 SGH-I617 Samsung

Source: Mobilestreams 10 Beep Bobby Valentino 10 W580/i Sony Ericsson

Ringtones.com top Euro voicetones, May Source: Flycell Source: Flycell

1 Simples! TV advert
2 Cadbury Eyebrows TV advert
3 Compare The Meerkat TV advert
4 Giggety Giggety Goo Family Guy
5 Only Fools And Horses OST
6 Resident Evil Text Fun alert
7 Answer That You Tart Fun alert
8 Dump Valve SFX
9 The Fatman’s Calling Family Guy
10 Mom, Mommy, Lois Family Guy Music
Source: Mobilestreams USA realtone soundalikes, May
South Africa realtone soundalikes, May

Ringtones 1
2
My Life Would Suck...
Everybody Knows
Kelly Clarkson
John Legend
1
2
Boom Boom Pow
Blame It
Black Eyed Peas
Jamie Foxx
Zed top truetones, 15th April - 15th May
3 You Found Me The Fray 3 Turn My Swag On Soulja Boy
Song Artist Shazam Tagging
4 Day N Nite Kid Cudi Vs Crookers 4 Poker Face Lady Gaga
1 Poker Face Lady GaGa May
1 In For The Kill 5 Love Sex Magic Justin Timberlake 5 Day N Nite Kid Cudi Vs Crookers
2 I Hate This Part Pussycat Dolls
La Roux 6 Please Don’t Leave Me Pink 6 Sugar Flo Rida
3 Liberata Pep’s
2 I’m Not Alone 7 Run Leona Lewis 7 Dead And Gone TI Ft JT
4 I Kissed A Girl Katy Perry
Calvin Harris 8 Reach Out Hilary Duff 8 We Made You Eminem
5 Sweet About Me Gabriella Cilme
3 I Remember
6 American Boy Estelle 9 Away Enrique Iglesias 9 Right Round Flo Rida
Deadmau5 & Kaskade
7 Infinity Guru Josh Project 4 Number 1 10 Thinking of You Katy Perry 10 I KNow You Want Me Pitbull
8 Don’t Stop The Music Rihanna Tinchy Stryder Source: Melodi Media Source: Melodi Media
9 The Boy Does Nothing Alesha Dixon 5 Boom Boom Pow
10 Disturbia
Source: Zed
Rihanna Black Eyed Peas
6 Bonkers Video & wallpaper
Zed games, 15th April - 15th May Dizzee Rascal Fonestarz top videos, May Fonestarz top wallpapers, May
Game Publisher 7 Jai Ho!
1 Brand New Sexy Cam 1 I Love You MSG
The Pussycat Dolls
1 Bubble Boom Challenge Zed 2 Lady GaGa – Poker Face 2 Pink Dolphin
8 I’m Yours
2 Life Is A Love Story Zed
Jason Mraz 3 Wii Fit Girlfriend 3 Beer Emoticon
3 Life Is A Fiesta Zed
9 Warrior’s Dance 4 YouTube’s Baby Hulk 4 Happy Smiley
4 Pumpet Adventure Zed Prodigy 5 Sexy Bathtime Flirts 5 Angry Emoticon
5 Bacterium Zed 10 Tiny Dancer
6 Glamour Girl Greetings 6 I’d Rather Be...
6 Sniperops Zed Ironik
7 Brain Coach 2 Zed 7 Angry Kid 7 Sweetheart
Source: Shazam
8 Trash Racer Zed 8 YouTube’s Laughing Baby 8 I Saw This And Thought Of You
9 4online Zed 9 T.I. Ft Just Timberlake – Dead And Gone 9 You Belong To Me
10 The Hangman SHow Zed 10 Right Round – Flo Rida 10 Roxanne Pallett
Source: Zed Source: FoneStarz Source: FoneStarz

34 June 2009 www.mobile-ent.biz

35 ME52_Final 15/5/09 12:28 Page 1

SOURCE: CHARTS 

Bplay Smartphone Entertainment Charts

Thru May 1, 2009
Top 20 games Thru May 1, 2009 Top 20 themes
Smartphone Entertainment Charts Smartphone Entertainment Charts
Title Category Publisher Title Category Publisher
1 Daytona USA Action/Arcade Magmic 1 iBerry 2.0 Today Plus Next Gen Magmic
2 Texas Hold'em King 3 Cards/Casino Magmic 2 Saltwater Animated Magmic
3 The New York Times Crosswords Puzzle Magmic 3 Solar Slideshow Next Gen Magmic
4 Brick Breaker Revolution Action/Arcade Real Arcade 4 Beaches of the World Next Gen Magmic
5 Text Twist Turbo Puzzle Real Arcade 5 Cities of the World Next Gen Magmic
6 Sudoku Puzzle Magmic 6 iBerry Pink Today Plus Next Gen Magmic
7 Brain Tester 24-Pack Puzzle Digital Chocolate 7 Tinker Bell Pink Disney Disney
8 Chuzzle Puzzle PopCap 8 iBerry Neo Today Plus Next Gen Magmic
9 Call of Duty 4 Action/Arcade Glu Mobile 9 Tickled Pink Today Today Magmic
10 Bejeweled Puzzle EA 10 Reflex Color Icon Magmic
11 Euchre Cards/Casino Magmic 11 Tinker Bell Disney Disney
12 Monopoly Strategy/Board EA 12 iBerry 2.0 Today Today Magmic
13 Spades Cards/Casino Magmic 13 Amaranth Zen Zen Magmic
14 Hearts Cards/Casino Magmic 14 Tranquil Garden Animated Magmic
15 Spore Action/Arcade EA 15 Beachfront Animated Magmic
16 Bookworm Puzzle PopCap 16 iBerry 2.0 Zen Zen Magmic
17 Brain Tester 24-Pack Puzzle Digital Chocolate 17 iBerry Neo Zen Zen Magmic
18 Wheel of Fortune Deluxe Puzzle Sony/Handmark 18 Pooh and Tigger Disney Disney
19 Ka-Glom Puzzle Magmic 19 Mickey and Minnie Disney Disney
20 Guitar Hero 3 Mobile Action/Arcade Hands-On 20 Ohio State Buckeyes College Airborne

The Getchart - April 2009

GetJar – Appsolutely Everything
Top 20 Applications April
2009 Top 20 Devices April
2009 Top 20 Devices April
2009
Downloaded North America Global
Application Category Devices Devices
1 eBuddy Email & Messaging 1 Samsung Instinct M800 1 Nokia N70-1
2 Nimbuzz Email & Messaging 2 LG CU920 2 Nokia 3110c
3 Opera Mini Web browser Productivity 3 Samsung A867 Eternity 3 Nokia 6600
4 Google Maps for mobile featuring Latitude Maps 4 Samsung T919 Behold 4 Nokia N73
5 Facebook Mobile Social & community 5 Sony-Ericsson K800i 5 Nokia 6300
6 Super Bluetooth Hack Lifestyle 6 LG CU720 6 Sony-Ericsson K800i
7 Yamee Email & Messaging 7 Sony-Ericsson W580i 7 Nokia 7610
8 GlassPlayer music player Music 8 Motorola MOTOROKR Z6m 8 Nokia 6120c
9 qeep Social & community 9 Samsung SGH i617 9 Nokia 5300
10 MajiPlayer Music Player Music 10 Motorola V3r 10 Nokia 6233
11 Dictionary Information 11 Nokia N70-1 11 Sony-Ericsson W200i
12 MagicBlueHack Lifestyle 12 BlackBerry 8100 12 Nokia 3230
13 Pleex Productivity 13 Sony-Ericsson W760 13 Nokia 6630
14 FileExplorer Productivity 14 Motorola RAZR V3a 14 Samsung SGH E250
15 KD Player Music 15 Nokia N73 15 Nokia 3500
16 Windows Live Social & community 16 Nokia 6120c 16 Nokia 5200
17 Kamus Lengkap Information 17 Nokia 5310 XpressMusic 17 Nokia 5310 XpressMusic
18 Azan Religion 18 BlackBerry 8310 18 Nokia N95
19 FileLock Productivity 19 Nokia 6085 19 Sony-Ericsson K550i
20 FaceWarp Entertainment 20 Nokia 6300 20 Nokia E71

www.mobile-ent.biz June 2009 35

Playphone charts 6/5/09 15:18 Page 1

Title Publisher Title Artist Title Category

1 Hannah Montana Star Moves Disney 1 The Climb Miley Cyrus 1 JEOPARDY! Clue Crew Jeopardy
2 Flavor of Love IGfun 2 You Can Get It All Bow Wow 2 Blue Water Beach National Geographic
3 Win At Texas Hold'em I-play 3 La La Land Demi Lovato 3 Haters Make Us Famous Pink Frosty
4 Wheel of Fortune Deluxe Sony Pictures 4 Tonight Jonas Brothers 4 Bloo Screen Home for Imaginary Friends
5 Hannah Montana in Action Disney 5 Come On Get Higher Matt Nathanson 5 One Shall Stand Transformers
6 Spider-Man 3 Sony Pictures 6 Hoedown Throwdown Miley Cyrus 6 Music & Rap Graffiti
7 Call of Duty 4 Glu 7 Knock You Down Keri Hilson 7 Stormalong Harbor Misadventures of Flapjack
8 Super Mah Jong Quest I-play 8 Blame It (ft. T-Pain) Jamie Foxx 8 Amazing City Scape Pink Frosty
9 Gem Drop Real Networks 9 My Love The-Dream 9 I pooted Home for Imaginary Friends
10 Deal or no Deal: Million Dollar Mission I-play 10 The Fear Lily Allen 10 Miley Loves Playing Guitar Disney
11 Solitaire 4-Pack Digital Chocolate 11 Turn My Swag On Soulja Boy Tell`em 11 Spider-Man Swing Spider-Man 3
12 2008 Weakest Link I-play 12 Boyfriend Pleasure P 12 Spring Tink I Love Flowers Peter Pan
13 Q*Bert Sony Pictures 13 Bless the Broken Road Rascal Flatts 13 Hannah Montana: Pop Star Disney
14 I-play Bowling I-play 14 Kiss Me Thru The Phone Soulja Boy Tell'em 14 Lara - Climbing Mountain Tomb Raider: Underworld
15 Hannah Montana Secret Star Disney 15 Dead And Gone (ft. J.Timberlake) T.I. 15 Shut Up and Kiss Me Pink Frosty
16 South Park 10: The Game Real Networks 16 No Vacancy by JG Thirlwell Venture Bros. 16 Flaunting Her Curves Tila Tequila
17 Jeopardy! Deluxe Sony Pictures 17 My President (ft. Nas) Young Jeezy 17 Dolphins True Love Romance
18 Collapse! Chaos Real Networks 18 Last Time Trey Songz 18 Obama 08 Picture Barack Obama
19 High School Musical Senior Year Disney 19 Next To You Mike Jones 19 Grey Wolf Portrait National Geographic
20 Wheel of Fortune Road Trip Sony Pictures 20 Stanky Legg GS Boyz 20 Butterfly Cool Designs
37 ME52_Final 18/5/09 09:08 Page 1

SOURCE: OPERATORS 

network subs
Key operator subscriber numbers from around the world

Country Operator Subscribers Country Operator Subscribers

Western Europe
UK Vodafone 18,537,000 Mobile TeleSystems 54,420,000
T-Mobile 16,794,000 VimpelCom 42,200,000
3 (includes Ireland) 4,868,000 Ukraine Kyivstar GSM 23,456,000
O2 19,080,000 Ukrainian Mobile (MTS) 19,910,000
Orange 15,815,000 Slovakia O2 413000
Italy Vodafone 23,068,000 Asia Pacific
3 8,450,000 Australia 3 1,892,000
Wind 16,400,000 Optus 7,238,000
TIM 35,274,000 Telstra 9,300,000
France Orange 24,524,000 Vodafone 3,740,000
SFR 19,300,000 China China Mobile 457,250,000
Bouygues 9,300,000 China Unicom 133,365,000
Greece Vodafone 5,542,000 Hong Kong 3 1,276,000
Cosmote 6,280,000 Smart tone 1,118,000
Wind 16,400,000 India Bharti Airtel 85,650,000
Israel Cellcom Israel 3,117,000 BSNL 46,228,000
Pelephone 2,400,000 Idea Cellular 34,210,000
Netherlands Vodafone 4,360,000 Tata Indicom 31,763,997
T-Mobile 4,900,000 Reliance 61,345,000
KPN 1,937,000 Japan NTT DoCoMo 54,155,100
Ireland Vodafone 2,247,000 Thailand AIS 26,774,000
O2 1,713,000 Dtac 18,213,000
3 (includes UK) 4,868,000 True Move 12,448,000
Meteor 1,002,000 Singapore Singtel 2,870,000
Sweden 3 (includes Denmark) 1,079,000 StarHub 1,742,000
Telenor 1,837,000 MobileOne 1,631,000
Tele 2 3,118,000 Latin America
Djuice (Pannon) 3,475,000 Argentina Movistar 14,652,700
Norway Telenor 2,396,000 Brazil Vivo 42,276,000
Netcom 1,580,000 Claro 35,668,000
Germany Vodafone 34,412,000 Mexico Telcel 54,381,000
T-Mobile 36,000,000 Movistar 14,662,000
O2 13,978,000 North America
E-Plus 17,027,000 Canada Bell 6,449,000
Debitel 13,140,000 Rogers 7,338,000
Denmark 3 (includes Sweden) 1,079,000 Telus 5,981,000
TDC 3,011,000 USA Sprint 50,031,035
Sonofon 1,783,000 T- Mobile USA 32,100,000
Belguim Mobistar (Orange) 3,752,000 Verizon Wireless 70,800,000
BASE 3,241,000 Alltel 13,319,000
Belgacom Mobile 3,705,000 US Cellular 6,200,000
Poland Vodafone 2,642,000 AT&T 74,871,000
Orange 14,054,000 Africa
T-Mobile 13,000,000 Algeria Algerie Telecom 2 880 538
Portugal Vodafone 5,267,000 Wataniya Telecom 4,989,491
TMN 6,732,000 Egypt Vodafone 15,202,000
Optimus 3,058,000 ECMS 18,911,000
Switzerland Orange 1,510,000 Morocco Ittissalat Al-Maghrib 13,327,000
Spain Vodafone 16,039,000 Nigeria Globacom 22,000,000
Movistar 23,436,000 MTN Nigeria 20171000
Orange 11,224,000 South Africa MTN 16,173,000
Eastern Europe Vodacom 36,000,000
Czech Republic T-Mobile 5,300,000
Source: Mediacells was established in 2004 to assist clients in making more money out of
O2 5,187,000 mobile. The company provides accurate and actionable intelligence to the mobile, media,
Russia Megafon 41,740,000 retail, research and information sectors. www.mediacells.com

www.mobile-ent.biz June 2009 37

ME evolve advert 11/5/09 16:12 Page 1

be inspired

14 JULY 2009

evolve
evolve is a new one-day event which will open the Develop
Conference on Tuesday 14 July, and a new track within the conference
on Wednesday 15 July. Evolve will focus on how to develop games for
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and new markets like social and casual gaming. It will help game
developers tackle the issues arising from emerging platforms and
digital marketplaces, connected gaming, user-generated content
and cross-over between games and Internet services.
Who’s Speaking?
How Today's Social Networks Will Change How You Make, Play
and Sell Games Tomorrow
Kristian Segerstrale, Playfish
Panel: The Fight for Playtime: What Do Social Networking Sites
Have to Offer the Games Industry?
Chair: Tom Armitage; Limvirak Chea, Google; Chris Thorpe, MySpace
Panel: After the iPhone Honeymoon: Where Next for Apple's Mobile
Chair: Mathew Kumar, Freelance Journalist; Alan Yu, ngmoco; Michael
Schade, Fishlabs; James Brooksby, doublesix;
Chris Byatte, Chillingo
20 Great Innovations in Casual, Social and Mobile Games That
You Should Steal
Stuart Dredge, Pocket Gamer

Resetting the Game. Panel: Opportunities and Hurdles for Mobile Gaming
David Perry, Creative Director of Acclaim Games Chair: Mark Fletcher, Nokia

KEYNOTE Taking Your Game to iPhone and Android, Without Killing Your
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Chris White, Glu
The Long Tail and Games: How Digital Infectious: How Viral Games Capture an Audience of Millions
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KEYNOTE The European Free to Play Market
Thomas Bidaux, Ico Partners

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39-45 ME52_Final 18/5/09 13:34 Page 1

MOBILE MARKETPLACE
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DYNAMO...............................................+44 (0)1382 348635
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ELITE ........................................................+44 01543 268826
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FLUID PIXEL STUDIOS ...........................+44 01642 384336
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FROGGIE ...................................................+34 954 98 08 48
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The Mobile Marketplace offers a complete marketing package of print,

online and editorial visibility, allowing companies to maintain contact with
readers each month without the cost of full display advertising.

The Mobile Marketplace and its associated online version has also been designed to
offer readers a directory of all products and services in the content industry. A presence
in this section ensures that your company's details are easily found, keeping you one
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The standard package includes:

 1/4 page advert in each issue  Regular editorial coverage in the dedicated column
 Company details listed in the online directory with web link and marketplace index

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www.mobile-ent.biz June 2009 39

39-45 ME52_Final 18/5/09 12:24 Page 2

MOBILE MARKETPLACE
GAMES DEVELOPER MOBILE GAMING PARTNERSHIPS

BAFTA award winners DYNAMO GAMES are

celebrating their FIFTH BIRTHDAY in style with their
latest games excelling in the market:
CRYSTAL MAZE
Retro Classic - Best selling mobile game in June, Mobile Game
FAQ's - 82% - Gold Award

CHAMPIONSHIP MANAGER MOBILE SERIES

Winner of a prestigous BAFTA award. Five versions and counting.
98% - MobileGameFAQ's, 9/10 PocketGamer Gold Award

DYNAMO SPORTS
Under a new branding of games from the company, Dynamo will be
specializing in Sports Strategy games for Football, Baseball,
American Football, Basketball, Ice Hockey, Golf, F1, NASCAR, Cricket &
Tennis.

FOOTBALL TYCOON ®
This is Dynamo's first game to be unveiled under the Dynamo
Sports umbrella. It is due for release at the end of May 2009 and
has already been nominated for an IGF Mobile award.
www.football-tycoon.net

If you are looking for high-quality mobile game development by an experienced

player, look no further:
 J2ME development  BREW  iPhone development
 Handheld Console development for DS and PSP
 Google Android, Flash Lite & Blackberry

Check out our new company website: www.dynamogames.com and get in touch.

LOCALISATION CONTENT PROVIDER

40 June 2009 www.mobile-ent.biz

39-45 ME52_Final 18/5/09 12:24 Page 3
MOBILE MARKETPLACE
AFFILIATE PROGRAMS
GAME DEVELOPMENT STUDIO Dynamo Games
All games claim to be addictive,
but when a title is so compelling
that it has contributed to marriage
break-up, then you have to take it
seriously: Championship Manager is
such a game.
After a hugely successful life on
PC and various consoles over the
past two decades (believe it or not
the franchise made its debut in
1993), the iconic football
management sim is being readied
for the iPhone and iPod Touch by
Eidos, Beautiful Game Studios and
Dynamo Games.
This new version, Championship
Manager 2009 Express, gives
players the ability to interact with
their players on an individual
basis, deal with the club's board
over expectations and finances,
face the full glare of the press with
post-match press conferences, as
well as watch the match unfold in-
front of your eyes thanks to the
games' 2D match engine.
The development team is
delighted with the job done in
porting a huge PC game into the
handheld format. “We have worked
hard on refining the game for the
iPhone platform and feel what we
have achieved is a really in-depth
representation of the famous
brand,” says Dynamo Games'
www.mobile-ent.biz
COMPANY
SPOTLIGHT
Brian McNicoll. “We hope all
Champ Man fans can see that we
have carefully designed the game
to make it as realistic as possible.”
Of course, no developer knows
Champ Man (as the fans
affectionately call the game) better
on the small screen than Dundee-
based Dynamo Games, which has
already created a much-lauded Java
version of the title. The step up to
iPhone/iPod Touch was an obvious
one. “The revolutionary capabilities
of iPhone and iPod touch make it a
compelling platform and we have
designed the Championship
Manager gameplay specifically for
theses devices,” said general
manager of Championship
Manager, Roy Meredith. “We're
excited to continue to evolve the
features and think players are
going to love it.”
Publishing partner Beautiful
Games Studios praised the work of
Dynamo Games: “It’s great to be
working with them again on the
entertaining Championship
Manager,” said external producer
at BGS, Allison Archer. “The iPod
Touch and iPhone provide a great
platform for gamers and deliver a
unique experience for those
wanting to manage on the move.”
www.dynamogames.com
June 2009 41
39-45 ME52_Final 18/5/09 12:24 Page 4

MOBILE MARKETPLACE
MOBILE ANALYTICS SOFTWARE DEVELOPER

LOCALISATION ADULT CONTENT

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• Voice overs across all languages
• Full casting service
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• Highly experienced voice directors and engineers

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Tel: +44 (0)1480 210621 info@usspeaking.com www.usspeaking.com

42 June 2009 www.mobile-ent.biz

39-45 ME52_Final 18/5/09 12:24 Page 5
MOBILE MARKETPLACE
DEVELOPER
MOBILE BROADBAND
Bango
One of the content industry’s
biggest opportunities in 2009 is
the opening up of the US market to
WAP billing for off-portal content.
It’s something that Bango is urging
all content providers to take
advantage of.
According to the mobile web
payment provider, the US market
has grown dramatically over the
past 12 months, thanks to the WAP
billing switch. In February 2008,
US revenues accounted for just five
per cent of the company's
business; one year later that had
increased to 57 per cent.
Much of the change has been
driven by US operators, who have
given their backing to increasing
WAP billing, mainly due to the
associated reduction in customer
service issues – a major concern
given the many problems arising
from Premium SMS transactions.
Many of the firms Bango is
targeting with its call to arms are
those who are either based in the
UK, or currently sell into it, but are
yet to move into the US. “The US
market is huge,” says Sarah Keefe,
VP of marketing at Bango,. "It has
over 270 million mobile phone
users, of whom 175 million can
browse and buy through Bango. To
put it in perspective, each of the
top three US networks is –
www.mobile-ent.biz
COMPANY
SPOTLIGHT
individually – larger than the whole
UK market put together.”
She is also quick to put to rest
any concerns over the difficulty of
diversifying into the market:
“Anyone who’s selling content in
the UK can benefit from the same
single-click seamless WAP flow in
the US market.” Bango itself does
much of the legwork, according to
Keefe, who explains that the firm
has worked hard to ensure that it
has direct integration with the
leading off-portal carriers in the
US, such as AT&T, Sprint, T-Mobile
and Virgin Mobile.
Of course, the US market is
dominated by subscriptions, which
makes it different from most other
markets. Keefe says this isn’t a
problem, as Bango's payment
platform supports features like
automatic renewals and re-tries to
ensure that its partners aren't put
at a disadvantage.
Alongside downloadable content,
Bango is keen to stress the
potential of mobile marketing
opportunities for customer
acquisition – another area opening
up in the US. This comprises on-
portal advertising, search
marketing with the carriers and on
search engines such, plus mobile
advertising on third party sites.
www.bango.com
June 2009 43
39-45 ME52_Final 18/5/09 12:24 Page 6

MOBILE MARKETPLACE
INTERACTIVE MOBILE SOLUTIONS SALES AND MARKETING

( )

VIDEO/PICTURE AGGREGATION CONTENT DISCOVERY

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Blog: www.splashnewsonline.com
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Video: www.splash-video.com

44 June 2009 www.mobile-ent.biz

39-45 ME52_Final 18/5/09 12:24 Page 7
MOBILE MARKETPLACE
PUBLISHING PLATFORM
Dialogue
Dialogue is a specialist in mobile
GAMES DISTRIBUTOR billing, which launched its Payforit
single click purchasing system at
the beginning of this year to
supplement its existing
subscriptions-facilitating service.
Designed to provide a standard
across all UK network operators,
the Payforit platform strives to be
as flexible as its partners are.
Offering single click purchasing
and subscriptions, Payforit gives
partners – which include
operators, public sector
organisations, corporates,
enterprises, retailers, and
entertainment and media suppliers
– a single, branded and consistent
mobile payment experience,
designed to build consumer
confidence.
With offices around the globe, in
countries stretching from the UK,
to Sweden and all the way to
Australia, the company is ideally
placed to help operators and other
rich content providers to offer a
consistent way to sell their
products to customers.
In 2009 the company stepped
up the expansion of its global
presence, following the opening of
a new office in Cape Town, South
Africa. The new unit has been
opened specifically to help the
company deal with the level of
demand they expect from its WAP
billing deals with South African
operators. It’s well-recognised that
www.mobile-ent.biz
COMPANY
SPOTLIGHT
South Africa is one of the world’s
most advanced territories for data
services.
Guiom Peersman, MD of
Dialogue, said: “We are thrilled to
be able to introduce WAP billing in
South Africa by offering our
customers an easy to use complete
billing and collection service that
we will continue to focus on
throughout 2009.”
However, Dialogue is far from a
one-trick billing pony. It also offers
its partners ‘off the shelf’
marketing campaigns, designed to
help take advantage of the
mobile’s unique route to market. It
supports the ability to push those
campaigns through messaging,
and via the construction and
publishing of mobile websites.
Alongside those routes to market,
it also offers interactive campaigns
such as competitions, voting,
auctions, as well as SMS
messaging for customer care. It
also has the ability to supply
reporting tools that analyse and
monitor the results of those
campaigns.
Dialogue has looked to expand
beyond the mobile arena, and has
begun offering the ability to use
Payforit on a PC. Coming with the
same flexibility as the mobile
version, the PC payment system
gives shoppers the choice to pay
for a product through their mobile.
www.dialogue.net
June 2009 45
46 ME52_Final 18/5/09 12:28 Page 1

Send your pictures and gossip to

tim.green@intentmedia.co.uk

We take content extremely seriously in Mobile Entertainment. But not here...

(Dis)content She missed out

Commiserations to Rebecca
Geldard, who carried the hopes of
the mobile content business on
her delicate shoulders last
month at the final of the Miss
UK competition. ‘Bex’ had
been selected by the users
of Flirtomatic – a sponsor
of the event – to
represent the mobile
social network, but
failed to carry off the
tiara. Still, a great
night was had by the
Flirtomatic team,
assorted retired footballers, soap stars and other
micro-celebrities. ME’s Tim Green, the most
microscopic celeb of them all, was also present.
The shiny-headed Green was delighted to find a
hair brush in the goody bag.
Party on
So the worst kept secret
came out and Zed has
bought Player X. The
strategic fit between the
two companies has been
analysed widely, but
what’s less discussed is
what the purchase will
mean for industry
partying. The Player X
holy trinity of Pearce,
Honka and Munford has
kept many mobile execs pissed for the last four
years. When we posted a ME-Mail about this
topic, we got a reassuring email response straight
back from Tony Pearce, who may or may not have
been in a bar at the time. Anyhow, we’re delighted
to re-publish this classic pic of Tony.
favourites
Flemming Lund,
CEO, Inmobia
Which phone do you currently own?
N95 8GB.
What’s the best phone you’ve ever had and
why?
Boldly connecting people Samsung D500, amazing resolution for its
Well done Nokia for getting some delicious time in 2004.
product placement in the indisputable movie
blockbuster of the year, Star Trek. Although set in What phone would you like next?
the 23rd century, the movie features a sequence Nokia N96.
in which the adolescent Jim Kirk takes a call on
his car phone, which is branded Nokia and trills Current ringtone?
the Nokia ringtone. Cheeky of the vendor to Spider-man.
assume it will still be a prominent brand in 200
years. Will Ovi Store have trumped App Store? Favourite mobile game?
EA: Need For Speed.
This is Tribal
Favourite mobile internet sites?
Tap Fring. I know it’s more an app but it really
ME was asked to help
adds value to my work.
judge the MEX User
Experience awards last
Anything you’d pay for on
month, which involved a mobile you can’t get?
watching a bunch of Peace and quiet.
promo videos from the
entrants. One, from Worst idea you've seen in
Mobile Tribe, stood out mobile?
by virtue of its utter weirdness. Nothing strange Countdown in the days to
about the product – an app for aggregating social year 2000 on a STK
media tools – but the video featured an animated menu; the operator could
man who looked like a child’s Playmobil toy, but not remove it afterwards
who spoke in a deep and thoroughly incongruous – and it was on millions
male voice. What’s more he was introduced as of SIM cards.
Nigel Tuffnel, the name of the Spinal Tap lead
guitarist. We could see no discernable irony.

MOBILE ENTERTAINMENT Executive Editor: Tim Green

Tim.Green@intentmedia.co.uk
Online Editor: Stuart O’Brien
Stuart.Obrien@intentmedia.co.uk
Managing Editor: Lisa Foster
Lisa.Foster@intentmedia.co.uk
Reporter: Ben Furfie
Ben.Furfie@intentmedia.co.uk
Advertising Sales Executive: Tom Roberts
O’Brien Green Tom.Roberts@intentmedia.co.uk
Design: James Martin
CONTACTS James.Martin@intentmedia.co.uk
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Total average monthly net circulation per
issue for January 1st 2007 to December
31st 2007 was 8,012.

EDITORIAL: +44 (0)1992 535646
ADVERTISING: +44 (0)1992 535647
FAX: +44 (0)1992 535648
Mobile Entertainment is published 12 times a year
by Intent Media ~ Saxon House, 6A St. Andrew
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© Intent Media 2009. No part of this
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Pensord Press, NP12 2YA

46 June 2009 www.mobile-ent.biz

Melodi 18/3/09 12:04 Page 1
Inmobia 15/5/09 10:30 Page 1