21 October, London
Immediate release
James Cameron, james@camerjam.com, +44 (0)7940 749874

“Mammoth opportunity” for brands to use mobile during the 2010 FIFA World Cup™

The 2010 FIFA World Cup South Africa™ could be the tipping point for mobile marketing, leading advertising executives have predicted. During the globally significant tournament “mobile media usage will increase by 25 percent compared with the same time last year”, according to comScore analyst Alistair Hill, meaning the time has never been riper for brands to sharpen their mobile marketing strategies.

Sean Pashley, CCO of South African mobile agency Starfish, says: “The opportunities (of South Africa 2010) are mammoth: from World Cup SIM cards pre-loaded with content to advergames, instant messaging applications, tourism services such as location-based and translation services, entertainment services [telling users] what’s on, where and branded content.”

Mark Linder, global client leader at WPP, believes that mobile is the only truly personal medium when it comes to the FIFA World Cup™. “If a brand is involved with the World Cup and wants to create real closeness with its audience, there is no channel more intimate than that personal companion in our pocket.”

In today’s cautious economic environment however, brands and marketers are increasingly focusing on ROI and accountability, something mobile is uniquely equipped to deliver, Linder adds. “Today it is possible to create accountable mobile experiences that cut across all platforms, all operators and reach almost all markets,” he says. “A variety of calls to action such as short-codes, QR codes or click-to-call make mobile perfect for measuring campaign effectiveness.”

In addition, the lucrative smartphone market is growing, driving a rapid increase in the number of ads served on mobile. Global smartphone shipments have topped 500m (about 15 percent global penetration) according to the Tomi Ahonen Almanac 2009, with average smartphone penetration across UK, Germany, Spain, Italy and France now approaching 20 percent.

For many users in South Africa, a mobile device is the only connection to the Internet and 40 percent of the population have WAP-enabled phones. In terms of digital advertising reach therefore, mobile far outstrips online.

Hear more of what both Mark Linder and Sean Pashley have to say on the topic, and mingle with a whole host of other leading mobile thinkers, at the one-day Camerjam M-Football conference. Taking place in the technologically impressive Emirates Stadium, London on January 21, 2010, the event will bring together brands who are active in mobile and those who are seeking to evolve their digital strategy onto mobile. These brands will come together with stakeholders from the entire mobile ecosystem and through an array of conference formats and networking opportunities, will work through future mobile strategies, learn from each other and create business deals that will take advantage of the FIFA World Cup™.

The Camerjam event, which is in partnership with veteran innovative conference producer Peter Giblin (Rising Tide, Digital Alley), will bring together CxOs and senior executives from brands, agencies, media planners, media buyers, operators, handset manufacturers, chipset manufacturers, ad networks, technology providers, enablers and leading mobile players from around the world.

“The 2010 FIFA World Cup South Africa™ presents the mobile industry with a unique opportunity,” says Camerjam founder, James Cameron. “South Africans are extremely mobile savvy and some of the most innovative mobile campaigns - such as Vodacom’s ‘Please-Call-Me‘ - to date have come from this region. Whether it be via messaging, branded utility or by simply building a mobile web presence, brands must take advantage of the spike in mobile usage that will occur during the World Cup.”

Notes to editors

To find out more about the event and the latest mobile marketing strategies for football

Read more of Sean Pashley’s thoughts on mobile and the 2010 FIFA World Cup™ in this interview with mobiThinking.

About Camerjam

Camerjam is a conference and events company with a passion for all things mobile. We specialise in bringing together top executives and the brightest minds in the mobile industry to deliver real learning opportunities for all participants. By consistently coming up with new and innovative conference formats, Camerjam events not only promote enhanced networking opportunities and idea exchange, but crucially, create environments where business deals can be brokered.
http://www.camerjam.com
follow us: @camerjam
call us: +44 (0)7940 749874
email us: hello@camerjam.com

™ World Cup 2010 is a trademark of FIFA

According to the UK Association of Online Publishers, their members view mobile as the most important business area over the next 12 months. 86 percent of of respondents to their survey are planning to build mobile websites next year, giving a clear indication that growth in mobile usage fuelled by smartphones has finally convinced publishers that mobile is worth investing in

In addition, mobileSQUARED, Lightspeed Research and Trendstream are putting together the most comprehensive study into the UK mobile Internet market. The research will help businesses access the 18 million mobile internet users in the UK and will deliver extensive figures on usage levels, mobile advertising, apps, social media and features a survey with over 6,000 UK consumers. The full results of this research will be made available exclusively to attendees of the Taking Internet Mobile seminar on 5th November 2009 in London. Seminar attendance is £350 including the half-day event delegate pass, full strategic research report to take away and post-seminar networking. (Research report usual price £3,200).

ÆNEAS STRATEGY  announces the launch of the Mobile Advertising Germany research project with Camerjam to stimulate and inspire mobile advertising industry

Berlin, Germany - September 15, 2009 - According to the preliminary findings of a new consumer research study of the German market, more than 90 percent of 16-24 year olds have a positive attitude towards mobile advertising if they are placed in control of how they are exposed to it. These results form part of ambitious and far-reaching primary research project, that has already taken place in the Netherlands and the U.K, with the goal of stimulating and inspiring the mobile advertising industry.

The initial findings also showed that compared to the U.K., Germany is definitely in an early adopter phase regarding mobile internet usage. In Germany, 19 percent of mobile users access the mobile internet once a month or more compared to 62 percent in the UK (11 percent once a week for Germany and 38 percent for the U.K.). This shows the clear growth potential in the market as uptake and usage of the mobile internet continues to increase.

The research project, which launches today and is spearheaded by Netherlands based consultancy firm ÆNEAS Strategy Consulting and Management, will expertly document the state of the mobile advertising industry in Germany, provide insights into different perspectives throughout the entire mobile ecosystem and identify growth opportunities in the emerging mobile advertising marketplace. The clear aim is to benefit and inspire stakeholders, shareholders and users worldwide about the added value of mobile in the media mix.

“Following our success in the Netherlands and the U.K., we are ready to rumble, and roll this out across Europe and the U.S., starting with Germany and later the Czech Republic. We are pleased to be working with Camerjam to host an event January 14^th 2010, strengthening us in our mission to make advertising mobile.” Says Managing Director of Aeneas Strategy Tarik Fawzi.

Mobile Advertising Germany, already has the growing support of the German market including mobile operator E-Plus, technology provider Alcatel-Lucent, targeting service provider Wunderloop and voice advertising provider adfortel. These will be joined by more operators, creatives, media agencies, brands, enablers, publishers and infrastructure suppliers to bring mobile advertising executives together to inspire the development of the local mobile advertising market at the event organised by Camerjam in Düsseldorf on January 14^th 2010.

“By bringing together the thought leaders in the German market, using interactive sessions and creating innovative conference formats where the key issues can be analysed in detail, the event will be a forum for both the advertising and mobile industries to come together and create a roadmap for driving high growth and revenues from mobile advertising,” according to Camerjam Founder and Managing Director, James Cameron. “Leading executives will share insights, highlight successful campaigns and discuss the opportunities and hurdles facing the market.”

Mobile Advertising Germany will draw upon primary research, including in-depth interviews with 20+ mobile executives, agencies and mobile networks, as well as an online user survey (1000+) and desk research.

To an extent, Mobile Advertising Germany will follow the blueprint of Mobile Advertising Netherlands (H2 2008) and Mobile Advertising U.K. (H1 2009), that were endorsed by leading global mobile marketing organisations, the Mobile Marketing Association (MMA), the Interactive Advertising Bureau (IAB Europe) and the Internet Advertising Bureau (IAB UK).  These projects were sponsored by some 20+ companies including; telecom vendor Alcatel-Lucent; voice application developer Adfortel; mobile application store GetJar; software and systems provider Comverse; GroupM, a leading media buyer; mobile operators and service providers Vodafone, T-Mobile, KPN, and Blyk; and full-service media agencies Starcom, Marvellous, MADS, WebAds, DQ&A, Mindshare, IceMobile, and Mediaedge:cia.

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About ÆNEAS Strategy Consulting and Management:

Headquartered in The Hague, ÆNEAS Strategy Consulting and Management (www.aeneasstrategy.nl) is an international consultancy firm focussed at strategy & business development for the telecommunications market and global mobile industry. The firm has spearheaded the development of innovative mobile advertising strategies on behalf of players in the emerging business ecosystem active in the international arena. It was founded in 2004 by Tarik Fawzi, whose career in the advertising and mobile industries spans 15 years.

http://www.aeneasstrategy.nl

About Camerjam:

Camerjam is a conference and events company with a passion for all things mobile. Camerjam specialise in bringing together top executives and the brightest minds in the mobile industry to deliver real learning opportunities for all participants. By consistently coming up with new and innovative conference formats, Camerjam events not only promote enhanced networking opportunities and idea exchange, but crucially, create environments where business deals can be brokered.

http://www.camerjam.com

Camerjam and leading mobile researchers mobileSQUARED today announced a new conference concept in the form of the mobileSQUARED Roadshow. Taking Internet Mobile, the first in a series of half-day events, will take place in London on November 5 and focuses on giving companies the essential building blocks to evolve their digital strategy to incorporate the mobile Internet.

The concept - where research meets conferencing - gives all conference delegates a 50+ page industry report based on primary research, market insight and the conference presentations in addition to event attendance and the chance to network with industry leaders. The format also differentiates itself from traditional models by charging only £350+VAT for attendance and the report and provides companies with an economically viable way of developing a successful mobile strategy.

Research for ‘Taking Internet Mobile’ will be provided by mobileSQUARED, Lightspeed Research, Digital Architects and Trendsmedia and will cover:

• Mobile Internet usage/trends, mobile Internet-based revenue generation + five-year projections (content, services, mobile advertising)
• Consumer research (500 smartphone users and 500 standard device users) on how consumers use/view/interact with the mobile Internet
• Social media overview exploring how this has penetrated the mobile industry and how companies can exploit this phenomenon
• Exploration of how businesses can evolve their existing online strategy to incorporate mobile

Taking Internet Mobile is just the first in a series of half-day events. The series is designed to educate and inform everyone, from the mobile industry to companies looking to extend their online strategy or looking to gain an understanding on how mobile can drive your business in the future.

Mobile is the only medium that can create a direct relationship between businesses and brands with their customers and consumers to drive 1-2-1 communication, measurement, brand awareness, transactions, cost efficiencies and profits.

As part of our conference guarantee, every delegate will receive a strategic market report based on the research, insight, projections and information included in the presentations.

With our partners, the mobileSQUARED Roadshow provides:

• extensive insight and analysis of selected areas of the mobile market
• bespoke consumer research exploring the topic at hand
• localised online/mobile social media analysis
• localised case studies outlining successful online-to-mobile campaign strategies.
• free market research