Two thought leaders in their own right have joined the agenda for Camerjam’s M-Football event. David Cushman, who this week launched the consultancy firm 90:10 Group, will lead a business roundtable on how to use social media to mobilise the World Cup next year. David’s experience at Brando Digital, where he was Director of Social Media, and Emap, place him as a keynote thought leader on the subject.

In addition, Volker Hirsch will be leading a session on how mobile advergaming can be used to deliver brand objectives during the football event in South Africa next year. Volker certainly knows his stuff , particularly with his experience at Hands-On Mobile and Connect2Media.

Guildford, UK, 2nd November, 2009: Mobile broadband connections will exceed fixed-line broadband connections in 2011, according to a new report Taking Internet Mobile: UK, to be released by research and analyst house mobileSQUARED on November 5th.

By 2011 the number of active 3G devices in the UK will be 36.3 million, as well as 6.4 million dongles/embedded devices, taking the total number of mobile broadband connections to 42.7 million versus expected broadband Internet users of 42.5 million.
While the analyst house predicts Internet usage over the mobile phone to remain below traditional fixed-line usage during the forecast period of 2009-2014, the company’s research has revealed that between 1-10% of a company’s Internet traffic is already being generated from a mobile device.

“Mobile will become the primary access point for brands and businesses communicating with its consumers within two years,” said Nick Lane, chief analyst at mobileSQUARED, and author of the report. “Mobile is always-on, and the average user carries their device for an average of 16 hours a day. So if a company or brand is not already considering how to use mobile, then they need to because their customers are.”

However, not all of the 3G broadband connections in 2011 will be used for surfing by UK consumers. The report forecasts the number of mobile Internet users in the UK will top 32 million by 2014 (equating to 90% of 3G broadband subscribers), but believes the 32 million figure could be reached faster with clearer data pricing from UK operators as well as the introduction of variable data pricing.

“Data pricing in the UK is still confusing,” adds Lane. “Mobile operators and high-street retailers produce monthly magazines dedicated to handsets and tariffs, how can that not be confusing to the consumer? The number of mobile Internet users would expand even faster if mobile data pricing reflected existing models, such as variable pricing to appeal to the different demographics. The cash-poor, time-rich youth democratic cannot afford the flat-rata plans, so why not offer a data pricing concession to encourage adoption?”

During the forecast period 2009-2014, mobileSQUARED predicts mobile content and services revenues (including apps) in the UK will almost treble from revenues of £242.1 million in 2009. Similarly, the analyst house forecasts revenue from the core Internet-based mobile advertising models of banners and links, search and tenancy, to be worth £83.7 million in 2014.

The full report will be released at the Taking Internet Mobile Roadshow, being held at 76 Portland Place, London from 1:30pm. The Roadshow where research companies Lightspeed Research will be unveiling their research on the UK’s mobile Internet behaviour, and Trendstream will reveal how social behaviour on mobile will become one of the most powerful channels. All research is contained in the Taking Internet Mobile: UK report

Other speakers at the Roadshow include Microsoft, Movenpick (part of Nestle), Qualcomm, Pepsi, Vodafone, Ogilvy Worldwide, O2, Airwide Solutions, Mediacom, Flirtomatic, WeLoveMobile, Bango, iome, Sponge, Sony.
The Roadshow is sponsored by Airwide Solutions, Qualcomm, Bango, Smaato and Movenpick

To find out how to attend the Roadshow and receive a complimentary copy of the Taking Internet Mobile: UK report   or purchase the report from November 6th)   please visit www.mobilesquaredroadshow.com. The Taking Internet Mobile Roadshow is produced by events specialists Camerjam.

According to figures from a new survey into the German mobile advertising market 92 percent of 16-24 year olds in Germany would accept mobile advertising if they were incentivised. In the lead up to the Mobile Advertising Germany conference on 14 January 2010 in Dusseldorf, Aeneas Strategy Consulting & Management have released a factsheet from their consumer survey of the German market that also includes comparative figures from a survey on the U.K. market in June 2009. The figures also show that the German market has the potential to grow as only 19 percent of mobile users access the mobile internet more than once a month, compared with 62 percent in the U.K. as of June 2009.

The second phase of the Mobile Advertising U.K. project will take place in May/June 2010, culminating in an event for 150+ senior players from the mobile and advertising industries. As I get more access to the German research findings I will post them here.

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.
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