Telemedia Magazine

ISSUE 39 | £4.99

making interactive communications payIN

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PAYMENTS

Mobile payments will grow at 39% between now and 2020Future Market Insights (FMI) projects the mobile payment transaction services market will expand at a CAGR of 39.1% during the period 2014-2020, driven by ticketing and top ups >> 11

PAYMENTS

High value mobile contactless payments to be accepted across Europe by 2017MasterCard has announced that everyone will be able to pay with their contactless-enabled device for high value payments (above £30 in the UK) at all contactless terminals in Europe by 2017. >> 11

PAYMENTS

Apple Pay is here: but is it really going to change payments?14 July, saw the launch of Apple Pay in the UK. Many of the leading banks and some 250,000 merchants are already live with it and its has garnered many column inches in the media and much breathless oration on TV. The web is alive with the sound of Apple Pay. >> 12

PAYMENTS

New global retail study reveals consumer demand for new ways to pay

GAMING

Shoppers around the world are demanding a transformation in their retail experiences, a study by MasterCard has revealed. Retailers are under increasing pressure to adopt new payment technologies, as shoppers demand simpler and more innovative ways to pay, MasterCard’s first Retail Social Listening Study has revealed, ahead of the Mobey Forum’s Mobey Day in Barcelona on 14-15 October.

The gaming sector, especially online casinos, are leading the way in terms of using charge to mobile technology, Telemedia magazine can exclusively reveal. Leading telemedia player txtNation has bagged a series of big deals with i-gaming billing companies to add charge to mobile to the payment stacks of many leading casinos, and business is brisk.

In a world first, the MasterCard study in partnership with PRIME Research, analysed 1.6 million unprompted online conversa-tions around shopping and retail, across 61 markets in order to understand consumer experience over the last 12 months.

The global social listening study identified some of the key trends within the shopping and retail space, in order to provide retailers with stronger insights and understanding of their audience. Key findings from the study indicated retailers are experiencing a shift in consumer expectations, requiring new and richer experiences, which will enable consumers around the world to shop at the ‘speed of life’.

The study also finds that convenience was the most positively discussed aspect of new digital payment methods in shopping and retail related conversations (77%), with the travel sector leading the way in terms of the highest share of coverage. Consumers spe-

Media revolutionMark Challinor kicks off our focus on Interactive Media with a look at what publishers want from digital and and how the telemedia industry can deliver it

Going digitalPaul Skeldon shows how Safari Mobile’s digify.it plat-form can help publishers... by showcasing Telemedia magazine as an app on their great new platform

Casinos are increasingly using charge to mobile for initial offerings and sign ups with a view to them upselling them to longer term credit card use – and its working, with i-gaming companies reporting excellent conversion rates.

“We are seeing huge momentum in the i-gaming sector for charge to mobile, with the £30 limit not being seen as a barrier as it’s usually for an initial offering,” says Michael Whelan, head of txtNation. “The sector has taken a lot of education, but now they have got it they have embraced it totally and en-

FEATURING

>> 5

>> 4

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TxtNation leads the “charge to mobile” in Gaming

More news, views and analysis at www.TelemediaOnline.co.uk

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2 More news, views and analysis at www.TelemediaOnline.co.uk

Leading telemedia players Fonix and ImpulsePay listed in the Tech Track 100

sumer payments in the past 12 months. Its customers are prin-cipally in media, entertainment and digital commerce industries and include Channel 5, Comic Relief, Powwownow and Daily Mail Group.

Formerly Orca Digital, the enlarged group was established last year after chief executive Rob Weisz, merged Orca with his mobile payments company Fonix Interactive. The business has seen sales growth from £4.8m in 2014 to £28.5m in

2015.The Tech Track list is based

on average annual sales growth over the last three years. ImpulsePay’s place on the list is thanks to the success of both

the ImpulsePay and BillMobile brands that help businesses quickly and easily take payment of up to £30 from consumers with a little as two clicks on their mobile phone.

The BDO Sunday Times Hoscox Tech Track announced the annual Tech Track 100 (an independently ranked list of the UK’s fastest growing technology companies based on size, turnover and profit) - and reveal that two leading Telemedia companies are “on the up”.

INDUSTRY

Mobile messaging, payments and telephony company, Fonix at number 34 in the annual business report, while ImpulsePay, a pioneer of the Charge to Mobile sector, was listed as the 10th fastest grow-ing technology business in the UK.

Launched in 2014, Fonix’s payment, messaging and telephony software processes more than 200,000 transactions every day, and has handled in excess of £56m of con-

3 Making interactive communications pay

TRAVEL

Mobile accounts for a significant part of the growth in the travel bookings sector, with its share doubling from 12% to 23%, according to the latest study by Criteo.

Having analysed a sample of over 1 billion bookings from over 100 of the top travel sup-pliers and online travel agents (OTAs), Criteo has identified a number of key trends which can offer travel providers insights into how to optimise their strategies and take advantage of the increasing opportunities on mobile platforms.

Mobile apps are generating 49% of the mobile revenue is now generated from mobile apps thanks to in-app advertis-ing and tracking and this had increased from 12% just a year ago.

Device use varies depending on multiple factors as expected, however, smartphones are clearly the most effective de-vice upon which to close same day bookings – 47% on mobile, 58% on mobile and tablet.

Attribution is still a challenge for marketers as cross-device usage is significant in this sec-tor.

In terms of smartphone book-ings, online hotel travel agencies are generating significantly more business from mobile platforms than the suppliers themselves – 21% vs 7%. www.criteo.com

INDUSTRY

Mobile making a significant and growing contribution to travel, study finds

„More than 350 Number Ranges at Top Rates makes us Reseller Number One!“

Ying Guo, Sales Manager

“Charge to Mobile is a grow-ing technology and we are very proud to have been recognised as leading this growth,” said Chris Newell, CEO of Im-pulsePay. “The whole sector will continue to grow over the next few years and we expect to be leading the way.”

Weisz previously spearhead-ed Mobile Interactive Group’s commercial division, which topped the Tech Track 100 in 2008 before it was bought for £37m by American mobile mar-keting giant Velti in 2011.

Commenting on the an-nouncement, Weisz said: “Being ranked by Tech Track is a huge achievement and testa-ment to the hard work and energy delivered by the team at Fonix over the last 18 months.

“Mobile payments, in par-ticular carrier billing, is entering an era where consumers enjoy secure, frictionless payments

and a growing number of merchants across an increas-ingly diverse number of sectors are rewarded with massively improved conversion rates.”

Not only was ImpulsePay the highest listed mobile payments provider, it was also the com-pany with the lowest number of employees, ten!

“Growth can be achieved with a strong, determined and intelligent team. You don’t need to be the biggest, just the best,” continued Newell. “We also have great clients who had the vision to see how mobile payments could help their busi-ness and now have the results to back that up.”

ImpulsePay expects further sales growth over the next few years as the company capi-talises on Charge-to-Mobile’s increasing popularity. www.fonix.comwww.impulsepay.com


CONTENT

New findings released today by Brightcove, reveal that more than seven in ten consumers see ‘room for improvement’ with their on-demand and live viewing experiences – with more varied (35%), relevant (32%) and easier to find content (22%) cited as the top changes needed.

The report – ‘A New View’ – conducted by Vanson Bourne on behalf of Brightcove questioned more than 4,000 consumers across Europe to find patterns in the way audiences watch digital content today.

The report suggests that more than a third of European view-ers now use mobile (33%) and tablet (34%) devices to watch video content, and four in ten (41%) use more than one screen as part of their viewing habits (known as ‘second screening’).

Online video content is now being consumed 24/7. While the evening still dominates (55%), daytime (24%), overnight (15%) and morning (6%) viewing are increasingly popular times of the day for catching up on the latest shows.

Many are realistic about the necessity of ads, with over four in ten respondents saying they expect advertising if content is free. Another 12% reported ‘there’s nothing wrong with ads’ and some even said they enjoyed them.

However, 39% of viewers want ads to be shorter and 31% want to be able to fast-forward through them, suggesting the perception of ads still requires improvement.

The research groups the viewers of tomorrow into four distinct categories or ‘tribes’, characterised by their viewing habits, expectations and prefer-ences.

The Digital Natives, who fall in the Generation Z demographic, are highly connected and like to use multiple devices to view video content, sometimes at the same time. 67% use their mobiles. Of all the tribes, this group are the biggest ‘binge watchers’ at one third (33%) and watch the most online/on-de-mand video content (or VOD) at 10 hours a week. A third (36%) of this group post on social networks talking about content they’ve seen, most often in the

morning.The millennial generation

has grown up in the midst of a technological revolution and are multi-screen junkies. Of all the tribes, this group is most likely to buy products seen in video content. Nearly two thirds (60%) of this group have a tendency to second screen whilst watch-ing video content, and one in twenty use three screens. Of all the groups, this tribe are least loyal to live TV programmes, but most willing (31%) to pay for premium channels.

Telly addicts are a part of the Generation X age group that has a tendency to be highly educat-ed and family orientated. Of all the groups, television was most important to their lives (55%). This group watches less VOD content at seven hours a week and the majority (72%) prefer to do so on their PC or laptop. Over half of this group schedule

GAMING

Gaming sector<< 1thusiastically.”

The move is excellent news for the charge to mobile industry as casino gaming has a very broad appeal and, more over, adver-tises in mainstream media such as cinema and TV. This can only

European digital audiences are 24×7 and multiscreen – but they have distinct ‘tribes’

to watch entertainment, live sport or time-sensitive events like political elections or variety show finals.

Baby Boomers make up most of the Devoted Spectators tribe. This group are the most keen news watchers and will mainly watch programmes at home. Three-quarters (75%) of this group are loyal watchers of their favourite programmes, but watch the least digital video content of all the tribes at just five hours a week. Perhaps sur-prisingly, a fifth of this group use more than one screen at least some of the time when watch-ing content.

Anil Jain, Senior Vice President & General Manager, Media at Brightcove comments on the study: “Despite all these evolv-ing patterns in viewers’ expecta-tions and preferences for digital television, across the board au-diences are looking for relevant, varied and high-quality content that entertains or informs them, across platforms and screens.

“As broadcasters plan for their future, extra care should be taken to marry rich content with optimal delivery, discover-ability and relevant advertising in relation to both the content and viewer. The more tailored the content is, the more accept-ing viewers are to advertising – which in turn helps broadcasters achieve business goals. www.brightcove.com

help but get the message that charge to mobile is a great way to quickly pay for entertainment and is likely to mark the begin-nings of charge to mobile getting some real mainstream momen-tum.

“The biggest hurdle to getting

any vertical to use charge to mo-bile is that there were very few user case studies: that has now all changed,” says Whelan.

There is also the added advan-tage – as increasingly witnessed by these i-gaming companies – of the ability to bulk message mo-

bile users and include a link that takes them straight to the charge to mobile page to make an initial deposit to play. This is helping drive very rapid uptake and is putting a big smile on the face of the gaming industry. www.txtnation.com


FROM THE EDITOR

Dealing with the digital dilemma

Paul Skeldon. editor

money from it.As you will see in the features

in this issue, we get an insight into what the publishing world wants from digital – and from telemedia in terms of moneti-zation – as well as then explor-ing other facets of the digital dilemma.

For instance, how do you actually go about digitizing your content cost effectively? How can you use the data it creates to add value to your advertisers that can end up on the pub-lisher’s bottom line?

We also explore how charge to mobile can be used to make snackable digital content some-thing that can be easily paid for with microbilling, making it more appealing to consumers to actually pay for the things they enjoy.

And finally, we look at how to target and retarget con-sumers and offer them easy ways into the content and beyond.

As our focus shows there are many ways to make digital media work and to make it pay.

And we are putting our money where our mouth is and offering this issue of Tele-media magazine digitally with the digifi.it platform. Check out the website. www.telemediaonline.co.uk@telemediaTweets@MrSkeldon

THE BIG GUY Paul Skeldon [email protected] DIRECTOR Victoria Wren [email protected] & CONSULTANTS Rory Maguire, Toby Padgham, Chris Newell, Edward Boddington, John Strand, Peggy Ann Salz, Bruce Pharoah, Paul Dunone, Jarvis Todd, Sheldon Johns, Mark Birkett, Eric Feltin, Tim GreenSALES & MARKETING [email protected] DIRECTOR Annika Micheli [email protected] Jarvis Todd [email protected] SUBSCRIBE www.telemedia-news.comCIRCULATION ENQUIRIES Ellie Gold [email protected] WE’VE BEEN LISTENING TO Dr Hellier, James I Delete, TV SmithWHAT WE’VE BEEN AMUSED BY KingsmenWHO WE’VE BEEN FOLLOWING @WindsorJohnHoldenWHAT WE’VE BEEN READING ABOUT Sapiens, Yuval Noah HarariAUGUST 2015 WILL BRING... Talks to change Part 4 of the Code

TELEMEDIA MAGAZINE is published five times a year and circulated in print to qualified readers and downloaded in digital format to 12,000+ requested readers.BUSINESS ADDRESS: Ground Floor, Virginia Cottage, Nash Lane, Scaynes Hill, West Sussex, RH17 7NJ, UK. Web: www.telemedia-news.comOverseas subscriptions and non qualified readers can obtain Telemedia Magazine with an annual subscription rate of £15 / E20. Refunds on cancelled subscriptions will be provided at the publisher’s discretion, unless specifically guaranteed within the term of subscription. © World Telemedia Ltd. All rights reserved. No part of Telemedia Magazine may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying and recording on any information storage or retrieval system without the written consent of the publisher. The contents of Telemedia Magazine are subject to reproduction in information storage and retrieval systems. Repro and Print by Trio Offset

The publishing industry is the latest in a long line of main-stream entertainment services that are having to go digital. It all started with music, then books, then films. Now news-papers and magazines – many of which have toyed with digital – are having to embrace it fully and make it pay.

And that is why this issue of Telemedia magazine is focused on digital publishing and the monetization thereof – and it paints an interesting picture.

The publishing industry knows that it has to fully embrace digital, and that that means not only creating a load of digital content, but linking it all together and coming up with interesting ways to pack-age it up and get it out there. Oh and of course how to make

cifically highlighted their prefer-ence for not necessarily needing to take their wallet on every trip and being able to use mobile payments when they travel.

Rewards and benefits for the consumer were the most vocifer-ously and positively discussed topics across social media when it came to shopping and retail (38% share of coverage of the six aspects measured).

Entertainment was the sector leading the way, where rewards & benefits were most discussed. Consumers expressed eagerness for further acceptance of NFC payments allowing them to receive rewards for using them regularly, such as with MasterCard’s Fare Free Friday’s in London.

After rewards and benefits, consumer discussion of which retailers do and do not accept newer forms of payment was the

second most discussed topic ac-cording to the study (21% share of coverage of the six aspects measured).

Consumers discussed exten-sively their desire for retailers to integrate new payment systems, with conversations about fashion being most prominent in terms of sector.

Fashion focussed shoppers were the most keen to shout about retailers who accept new methods of payment, such as contactless acceptance and mo-bile payment capabilities.

In addition, Twitter was high-lighted as the most frequently used social media platform globally when it came to online conversations about retail and shopping.

Carlos Menendez, Execu-tive Director for International Markets at MasterCard explains “The wave of social engagement we see every time new payment

PAYMENTS

New ways to pay

<< 1

innovations are rolled out truly reflects the demand and desire for new and more convenient ways to pay. It also shows that payments have really moved into the heart of the shopping experi-ence – causing frustration when not accepted and engagement when fast, easy and personal.”

Mobey Day is an annual event that brings together the finance, technology and telecoms in-dustries globally for two days of

sharing, learning, analyzing and collaborating.

Themes for Mobey Day 2015 include HCE and tokenization, value added services in mobile payments, consumer engage-ment and the importance of design in mobile finance and blockchain technology and virtual currencies. Find out more about Mobey Day’s website. www.mastercard.comwww.mobeyday.com


REGULATION

see that PPP and MNOs now understand that working with Merchants in this area is vital.

This pragmatic approach of Industry is aligned to the regula-tory responsibility for thorough DDRAC to be conducted by parties in the value chain. For a merchant, the expectation is that ‘reasonable endeavours’ are made to ensure ads aren’t placed in children’s apps/sites.

Before delving into what is ‘reasonable’, what exactly is the problem? A lot of publishers do not specify what type of ads they want on their sites/apps. Categories for advertising aren’t granulised - and when selecting a sector such as ‘entertainment’, there may be children’s services included, as the app developer hasn’t specified an age range.

Also, none of the blind net-works – including Google – can guarantee 100% that this will not happen – Google terms state an accuracy rate of 90%. So, not only are advertisers exposed to the whims of the publisher from a regulatory perspective, they are also being penalised fi-nancially as they have to pay for the wasted inventory that have absolutely no interest in their ‘anti virus software’.

So, what are the ‘reasonable endeavours’? Currently there are two approaches for control-

ling ad placement in such media. Firstly, there is White listing. By

citing specific sites and apps for ad placement, it’s impossible to build full list of appropriate sites - so advertisers just go for large known apps/sites but miss out on traffic from the large number of lesser-known publishers.

Then there is Black listing. This is the process of selecting cat-egories by working with media companies to block specific sites/apps. This requires regular post advertising analysis of traffic (needing further blocking), moni-toring alerts of inappropriate ads that require further action and on-going support from customer services for complaint monitor-ing and refund policy. To deploy a black listing approach, the merchant needs to undertake the above list of on-going actions – which costs time and money.

The problem is only going to get worse, since Google launched its new automated system that matches up simi-lar logins with patterns and demographics (not cookies as logins are normally wiped). This will push advertisers to more of a ‘placement’ approach rather than display (to avoid age inap-propriate issue). An additional problem is individuals have networks (at home/office/pub-lic) - so inappropriate targeting

will get worse.To monitor age inappropriate

advertising, MCP has developed a solution, called Age Inappropriate Scanner (AIS) with some larger industry players who are keen to demonstrate proactive compli-ance to regulatory obligations.

AIS is a spin-off from MCP’s VeriScanner tool – an automated ad scanner (online and social) operating 24/7 in 6 European countries including UK. Not only does it capture the full consumer journey through to service landing page, it also provides a plethora of commercial informa-tion (competitive analysis, new flows, new services), as well as being a necessary compliance-monitoring tool.

MCP is also developing an online checking facility to establish if the referring app or site is kid-intensive – called ‘KidsCheck’. It will be a real-time solution, allowing merchant to reject or accept an ad on the basis of the app id or the site URL. The service provides a rating of each site, based upon a continuing accumulation of sites and apps, targeted specifically at children.

Declan Pettit is Director of Moni-toring Compliance Partners www.monitoringcomplian-cepartners.com

The famous US marketing pio-neer, John Wanamaker said over 150 years ago: ‘Half the money I spend on advertising is wasted; the trouble is I don’t know which half’. One would think that today, with all our profiling metrics, advertising spend would be better targeted – yielding a more favourable effective spend ratio. This would appear not to be that case, especially when it comes to who you don’t want to see your ad.

Telemedia Week ran an article (15th July) concerning the results of a recent Childnet survey, which revealed that 12% of kids have accidentally spent money on an in-app purchase. This is only part of the problem kids face when navigating their favourite app. Rory McGuire, MD of AIME, warned in the article: ‘It is very important therefore that young people…are also aware that an advert they see may not be appropriate for their age.

Under PPP and MNO Codes, a merchant is responsible for all advertising. Recently, MNOs took to issuing a ‘Pink’ card to merchants, where the marketing journey – which is generally out-side of direct merchant control – is age inappropriate. This Pink card requires them to take down ad within 24hrs, or as agreed with the MNO. It’s positive to

Eyes wide shut

Making sure that your ads aren’t seen by everyone is becoming increasingly important – especially with regulators and networks getting more concerned about youngsters seeing age inappropriate content. Declan Pettit explains what can be done

http://www.monitoringcompliancepartners.com/

http://www.monitoringcompliancepartners.com/


different too, with video screens at every turn - the emphasis will really be on company presenta-tions and meetings areas. There’s even a dedicated corner for you to book a pre-arranged TV interview with the editor of Telemedia Magazine – this can then be used as valuable corpo-rate video content for your own site, You Tube, Tele-media TV and course Telemedia Online.

As you might expect, the team at WT HQ are also now working hard to select the very best city locations for another packed schedule of evening events. Prague may not be “just about the beer” but don’t worry, it’s sure to feature as part of a net-working schedule that includes; a Gala Dinner on the 10th, Evening Drinks on the 11th and a “tasting” session for those “hair of the dog diehards” that don’t

Over the coming weeks we’re looking forward to seeing how this “revamped” industry gather-ing will take shape. When I asked event organised Jarvis Todd to ex-plain his thinking behind some of the format changes he explained:

“Information exchange has often been a challenge [in this highly competitive industry], with speakers often reluctant to “spill the beans” – this year we’ve mixed it up by introducing a vari-ety of new formats to stimulate the exchange of thoughts, ideas and information”

There will be four major ple-nary sessions (covering industry trends, billing, infrastructure and new vertical markets) supported by “country updates” and “city breakouts”. The updates being short sharp “drop in” sessions (on the show floor); where delegates can gain a general understand-ing of a wide range of global markets. However the breakouts will give everyone an opportunity to enjoy a change of scene with like-minded colleagues; as they gather in specially selected city venues to discuss areas of com-mon interest – whilst sampling some local culture.

The show floor looks a little

Backed by Telemedia powerhouses including Oxygen 8, International Premiums, Telecom 2. Kwak, Talk Talk Business, txtNation and Phonegroup, the 51st World Telemedia show has officially launched. With a no-nonsense theme of “Carrier Billing for Premium Content, Service & Applications”, the show returns to the wonderful city of Prague on the 10th to the 12th November.

World Telemedia Prague PreviewEVENT SCHEDULETUESDAY 10 NOVEMBER12:00 NOON Registration Opens15:00 – 16:00 CITY BREAKOUTS• International PRS• Premium Content• UK Telemedia17:30 KEYNOTE PRESENTATION GLOBAL OPPORTUNITIES FOR TELEMEDIA

17:00 – 19:00 EXPO LOUNGE• Company Presentation/ Meeting

Areas • Keynote Presentation• Corporate Video Area • Country Update Area • Welcome Drinks & Refreshments20:30 OPENING PARTY & GALA DINNERWEDNESDAY 11 NOVEMBER10:00 – 16:00 COUNTRY UPDATES11:00 – 13:00 CARRIER BILLING13:00 – 14:30 DIRECTORS LUNCH15:00 – 17:00 STRATEGIC TELECOMS16:00 – 19:00 CITY BREAKOUTS• Premium Content • UK Telemedia • International PRS21:30 EVENING DRINKS RECEPTIONTHURSDAY 12 NOVEMBER11:00 – 13:00 KEY TELEMEDIA VERTICALS11:00 – 13:00 COUNTRY UPDATES13:00 WORKING LUNCH & FAREWELL DRINKS 15:00 CZECH BEER TASTING

For full speaker list and updates see www.wtevent.co.uk

10-12 November 2015

platinum sponsors

gold sponsors silver sponsors partners

wish to rush off on the last day. World Telemedia 2015 is set

to be another high tech orgy of business networking and infor-

mation gathering - with the emphasis on helping

everyone make the right con-

tacts during their time in Prague. So now is definitely the time to get in touch

with the events

team and start thinking

about how you can capitalise on this fantastic and

seemingly “evergreen” commer-cial forum.

A call for papers has now gone out with responses due by the end of September and the show floor is now open to book meet-ing areas, table tops, stands, mini lounges and hospitality areas.

See www.wtevent.co.uk/rates/ for more details or contact [email protected] (+44 7711 927092)

http://www.wtevent.co.uk


PUBLISHING

The publishing business has embraced digital, but how can it effectively monetize it and make it work to its advantage? Here Mark Challinor discusses what the media needs to do, how micropayments hold the key and what the telemedia industry can bring to the party

Readers today consume content anytime and anywhere, and the plethora of ways to do so grows by the minute. But let’s take the long view for a minute. Let’s look at the landscape they find them-selves in.

The Internet of Things makes it a truly connected world 24/7, where we are now identified by geolocation or an IP address.

News media companies realise the role interactive technologies are now playing – and that they will continue to play a big part in future business models. The trick, though, is how to monetise this new world. As print revenues decline, digital monies are not replacing them fully yet.

Mobile, for example, is seen by many as an add-on and not the premium channel it deserves to be. News media companies reach more people today than ever – through largely a print-plus-digital offering/portfolio. I could argue that we deserve better.

More creativity abounds now – more investment in trying new ideas, better structures, etc., with road maps, customisation, and creative advertising solutions across platforms. These all add to the mix.

And then there is data. The fu-ture winners, according to Enders Analysis, are those who have a firm grip on their audiences and where they are going using data. That’s why many media compa-nies are seeing data as the Holy Grail, capturing, manipulating, and exploiting their data now in this new era of Big Data.

When adding first-party data (via competitions, subscriptions,

etc.) to the market and industry data that’s available freely, a pow-erful picture can emerge that’s attractive to advertisers.

So, it’s all simple, isn’t it? Well, not quite – but news media is get-ting there. There is still much to learn, get right, and understand. And a significant piece of the jigsaw puzzle, I believe, is in the area of direct payment solutions – that is, charging for content direct to the user’s mobile phone bill. That’s charge to mobile.

So, where does mobile pay-ment technology fit in? News media is focused on develop-ing mobile products more than anything else. But a whole range of technology companies – app stores, operators, payment com-panies such as Barclaycard and Visa, etc – are going to have a big impact on how publishers make money. We are still on first base.

For instance, would giving read-ers the option to pay for media content through mobile phone operators give a boost to circula-tion sales? If someone goes into a shop and buys a carton of milk, it feels wrong to put it on your plas-tic card. The same could be said of picking up a daily newspaper.

Consider the logic: there are more people with mobile phones than credit cards in the world, so mobile billing could be a way to increase sales. The potential is most definitely there.

It could be argued that app stores and a whole new breed of apps – such as Uber and OpenT-able being just two of many – are already doing a decent job of taking much of the pain and hassle out of paying for stuff and

content on mobile. No terminals need to transact.

But for “non-app” sales, or for reaching consumers without a credit card or those who don’t want to use one, it could be a good way of tapping into users who don’t yet pay for things with a mobile device.

I feel that what’s needed is an education exercise from the tele-media industry to publishers to iron out the trust and fear factors – assuring them there is no risk – and explain of the benefits.

Another hot topic is whether or not this new way to pay would help users make mobile advertis-ing payments. Near field com-munications (NFC) allows mobile users to pay for items simply by tapping bank cards on payment points. This surely has big poten-tial. If NFC payments do really take off – ApplePay and Android-Pay are leading the charge – it could provide an interesting and powerful new way to track the impact of advertising on a range of purchases, particularly at point of sale.

This element has been missing for advertisers thus far, and news media companies, as “trusted” brands at the very heart of buying decisions, could be well placed to take advantage of new develop-ments and efficiencies in the mobile retail process. Think of the e- and m-commerce and brand extension opportunities.

Education, again, is and will be key. There is still not enough knowledge – and a fear of the unknown – in media businesses and their agencies and advertis-ers, which keeps this from being

fully explored and ultimately exploited. Curiosity is there, but perhaps there is not enough to take that curiosity to the next stage without help.

One reason media busi-nesses such as newspapers have struggled to charge for content is because they need to charge either all (pay the entire subscrip-tion fee for all the content) or nothing (which sometimes, for some of the not-so-smart- or-ganisations, then results in many ugly, non-targeted banner ads and popups everywhere).

All of a sudden, with m-pay-ments, there is an economically viable way to charge arbitrarily small amounts of money per article, section, hour, video play, archive access, or maybe even news alert.

If micro-payments take off, then I can begin to see interesting possibilities. Media companies may start paying commenters for their input. Imagine a com-ment post that passes a certain number of votes, receiving a tiny fee. Maybe powerful celebri-ties will retweet a news brand’s promotional football tweets, thus receiving a fee linked to the number of people reached.

A Swedish payment company thinks it can “save newspapers” – their words. That claim caught my eye of course. But there is something interesting here. In the UK, many newspapers see circula-tion numbers declining when only charging less than a cup of coffee on cover price. But, pay-ment company Klarna thinks it has built a tool that can help ease newspapers’ transition to digital,

Media revolution


PUBLISHING

and they feel it could ultimately save the industry.

The company thinks its one-click payments could revolution-ise the way we consume media online and on mobile. It built the business around the idea of shift-ing payments until after you’ve bought something online, rather than before.

It basically lets any retailer put the equivalent of Amazon’s “buy with one click” button on its site. Click the Klarna button, then input your e-mail address and post code. That’s it. You’ve bought your item. The buyer then gets an e-mail asking them to fill in payment and delivery details. This method radically improves conversion rates’ – the percent-age of people who actually follow through with a purchase after looking or putting it in their shop-ping basket.

The technology remembers

your computer, smartphone, or tablet, meaning you only have to fill in payment details once. Next time you go to any enabled site, you can literally buy with one click. This has turned into a billion-dollar idea for Klarna and maybe a nuance that the direct billing industry in general might want to consider.

It has now started working with Bonnier AB, the Nordic media gi-ant, to offer customers an easier and simpler way of accessing articles. Browsers visiting Bonnier sites can pay €1 for a day pass with one click and will soon be able to alternatively buy individu-al articles for small sums.

The company isn’t the first to try this. The New York Times, Wall Street Journal, The Washington Post, News UK here in London and the entire German news-paper industry have all recently partnered with Dutch start-up

Blendle to offer micropayments for articles.

Blendle says: “Lots of people have tried to do micro-payments but they all require you to download an app or sign up first. People don’t want to do that. If people see this complex subscrip-tion sign up, people will just go somewhere else, but if you can provide them with an instant ‘buy this article for 10p,’ they’d do it.”

Or, what if a writer pro-grammes the ability for only 1,000 people to read a story, with the price for reading it increas-ing by say, one penny with each additional reader? Alternately, what if the writer of a story was willing to share a certain amount of royalty with fans who were willing to annotate and enrich the story with context, background, and trivia?

Today, the mechanisms to enable the above all involve sig-

nificant programming effort and friction. But in the near future, a simple-to-use and understand-able mobile payment mecha-nism can remove friction and make consumption, paying, and revenue-sharing all happen in the background.

The argument and cautions against m-payments is that the model breaks the typical mon-etisation dynamic by unbundling publications and selling articles by the slice to subscribers. Price per piece. This model could therefore be (argued by some) devaluing a publisher’s content. It introduces a level of “friction” in the content discovery process because readers have to decide, with each and every article they want to read, whether it’s worth the money.

On the surface, the model sounds “interesting,” but some think it might be leading

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PUBLISHING

publishers down the same path to pennies the music industry slid down nearly a decade ago if used in the same way.

It didn’t work for music: streaming music is cannibalising song downloads a la Spotify. It didn’t work for video, and it espe-cially won’t work for news if the shelf life of an article has much less value to consumers than the evergreen media they consume multiple times.

That’s why, for instance, many journalists today are reportedly told to write articles without a date stamp if possible, to give the content more shelf life and “resurrectable” opportunities.

Many people are no longer interested in paying per tune or DVD; they are more interested in paying for a license to listen to any song or watch any movie on any device. The same might be true for certain media, which

brings us to what could be called “Netflix for news”. Today, the most user-friendly consumption model for music, video, and news is the all-access/one-subscription model. A number of new digital magazine publishing houses are now considering some form of “Netflix for news” to their readers for a monthly fee.

Currently, though, many offer just flat PDF-like replicas, created using off the-shelf, digital publish-ing solutions, and do not support frictionless discovery of content. They do little more than present images of a publisher’s content, which can’t be searched, shared, or enhanced with digital features. The value to users, publishers, and advertisers is limited at best.

Things need to change. But maybe seeing the opportunity for m-payments will accelerate that change. I think that a change will happen once publishers start

to use push notifications better, informational e-mails for mobile screens better, creating a better experience all round such as by using data; creating tailored rich media offerings; getting closer; incorporating the concept of time, location, and context (TLC), etc.

This is indeed happening now, granted, more quickly for some than others, but it’s certainly starting to happen. Then the us-ers see the added value and are more receptive to commercial offerings.

All this can happen quickly, too. We are at first base, indeed, but we can score a goal in a mat-ter of weeks and months, not years. There are highly skeptical audiences out there. I know from working inside The Telegraph in London when a paywall was introduced how tricky it can be to monetise audiences.

But be relevant, be contextual, be adaptive, and be closer than you’ve ever been. The rewards with monetising those audiences through payment solutions will get a whole lot easier.

Mark Challinor is former Director of Mobile Platforms, Telegraph Media Group, and is currently Global President, International News Media Asso-ciation and CEO, Media Futures www.INMA.org [email protected]@gmail.com

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11Direct Operator Billing in Motion

Direct Operator Billing in Motion

Watch out for paymentsRory Maguire explains why watches and mobiles are going to be the key to spontaneous purchases – especially in publishing

Developing a complexMasha Cilliers outlines how complex mobile payments have become and considers the full extend of what CM is competing against

Picture thisPaul Skeldon takes a look at how charge to mobile could find a leading role in the world of movies – by revolutionising how cinemas operate16 17

venience. In the second quarter of 2015, tap transactions in Europe grew by almost 170% year on year and consum-ers already using contact-less have tapped 20% more. Contactless spend tripled in Europe com-pared to Q2 2014. In Q2 2015, half of contactless transactions took place in grocery stores; followed by 14.5% at restaurants and bars, and 10% at general retail stores.

Chris Kangas, Head of Contactless Payments

fingerprint or a PIN code on their mobile phone or other device. However, currently this is only avail-able at selected retailers. By 2017 all contactless terminals will be upgrad-ed to allow higher value payments.

Europeans increasingly tap for their everyday purchases as they benefit from its speed and con-

>> 12

>> 12

PAYMENTS

PAYMENTS

According to FMI, prolif-eration of mobile devices and increasing adoption of mobile money services across financial institu-

MasterCard already an-nounced last year that contactless would be accepted at every point of sale across Europe by 2020.

Using payment ser-vices such as Apple Pay, consumers can already make higher value (+£30) contactless transac-tions by authenticating themselves with their

vendors around the world are upgrading their POS systems to facilitate mobile payment, and FMI

solutions that can help retailers to reduce queu-ing at the cashier or make life easier for consumers when they commute every day. For example, 1.2million contactless transaction are made with Transport for London each day, making it one of the largest contactless merchants worldwide. In Russia, contactless pay-ments are now available in Moscow at parking me-ters, on the Metro and at ticket vending machines

Future Market Insights (FMI) in its research report, titled, “Mobile Payment Transaction Services Market: Global Industry Analysis and Opportunity Assessment 2014-2020” projects the mobile payment transaction services market to expand at a CAGR of 39.1% during the period 2014-2020.

MasterCard has today announced that everyone will be able to pay with their contactless-enabled device for high value payments (above £30 in the UK) at all contactless terminals in Europe by 2017.

tions and other vendors are the key factors driving the mobile payment transaction services market. Merchants and

Europe at MasterCard adds: “The list of retail-ers accepting contactless never stops growing. Over the last quarter, we have announced new accep-tance deals across Europe with major retailers like Ikea and McDonald’s. The drive to full contactless acceptance is taking hold. In July 2015, 43% of new terminals installed had contactless capability which is up from 21% the previous year.”

MasterCard contactless technology is one of the

18

Mobile payments will grow at 39% between now and 2020 driven by ticketing, transfers and top ups

High value mobile contactless payments to be accepted across Europe by 2017


expects this trend to con-tinue during the forecast period.

Key factors that can impede the growth of the mobile payment trans-action services market include issues with data security and privacy, and limited awareness among consumers. FMI estimates these factors to have a moderate impact on the mobile payment trans-action services market growth.

On the basis of key applications, FMI has segmented the mobile payment transaction services market into

money transfer, merchan-dise purchase, airtime top-ups, bill payment, ticketing, and ‘others’.

In terms of market value, money transfer segment accounted for 51.1% share of the mobile payment transaction market in 2014. However, the segment is expected to lose 780 BPS by the end of 2020. In contrast, merchandise purchase segment is anticipated to gain traction during the forecast period, account-ing for 49.9% share of the overall market revenue by 2020.

Airtime top-ups, bill payment, ticketing, and

PAYMENTS

Mobile payments<< 11

PAYMENTS

Contactless payments

at a number of local and regional bus routes. In St. Petersburg contactless is also available at turnstiles of the underground, at bus routes and trams.

Javier Perez, President MasterCard Europe, concluded: “Consumers in 40 European countries are endorsing the contactless payment experience as part of their day-to-day life. 61% of MasterCard in-store transactions are contactless in the Czech Republic, while similar growth trends are being seen in Poland (41%), in Hungary (27%) and in Slovakia (27%). Every time consumers see the con-tactless logo, they can use any contactless enabled device whether it’s a card, a mobile phone or another contactless enabled form factor to pay at home but also abroad.”

<< 11

its digital wallet can entice potential cus-tomers to purchase or switch to an iPhone, but the feature doesn’t appear to be compelling enough. According to Henry Morland, VP of Products at Brightpearl: “While many commenta-tors remain enthusiastic about the service, one of the biggest challenges for Apple Pay is the double side of adoption, both from the retailers and from consumers. Recent research has highlighted that more than 60% of iPhone 6 us-ers who tried Apple Pay once didn’t use it again because they forgot or weren’t sure the store they were in accepted it. A separate report from Forrester found only

but awareness doesn’t always lead to usage. Gallup finds that only 21% of iPhone custom-ers actually use the Pass-book app, and iPhone represents just half (48%) of the smartphone market. Though Apple is better positioned to drive adoption than some of its digital wallet competitors, it still has a way to go before Apple Pay becomes ubiquitous.

Only 6% of consum-ers surveyed by Gallup say they are very likely or likely to start using Apple Pay in the next 12 months. This reality isn’t unique to Apple, as Gallup’s analysis shows that most customers are still looking for value in a digital wallet provider.

Apple may hope that

PAYMENTS

Apple Pay is here: but is it going to change payments?14 July, saw the launch of Apple Pay in the UK. Many of the leading banks and some 250,000 merchants are already live with it and its has garnered many column inches in the media and much breathless oration on TV. The web is alive with the sound of Apple Pay.

That said, thanks to all the media hoopla, it has made everyone think about mobile payments, which, for the charge to mobile end of the tele-media industry can only be a good thing.

But the real issue is whether it will actually gain that much real trac-tion? According to Gal-lup, 65% of consumers are at least somewhat familiar with Apple Pay,

But is it going to revo-lutionise payments? Well, yes and no. Apple Pay – in its first iteration at least – is really just a brand using NFC con-tactless payments for in-store payments. It also has limited reach: not everyone has an iPhone and pretty much no one has an Apple Watch.

27% of iPhone custom-ers trust Apple when it comes to mobile digital wallets.”

Rob Weisz, MD of mobile messaging and payments company Fo-nix puts it well when he says: “Apple Pay will be great for certain things, not everything. This is what everyone misses with mobile payments: it won’t replace anything it will be a collection of dif-ferent payment services that offer increased con-venience. The consumer will chose which to use and when. Apple pay will sit alongside credit card and charge to mobile and all the others. The key will be user behav-iour – that is what will create a mobile pay-ments eco-system.”

‘others’ segments col-lectively accounted for 8.3% share of the mobile payment transaction services market revenue; FMI estimates it to drop to 6.9% by the end of forecast period.

The global mobile pay-ment transaction volume is anticipated to reach 106 Bn by 2020. In terms of volume, merchandise purchase segment is anticipated to account for 39.8% share of the mar-ket, witnessing increase of 670 BPS.

Use of mobile payment services for money trans-fer is expected to witness a decline of 430 BPS in its

market share by the end of forecast period. Fur-thermore, airtime top-ups segment is also antici-pated to lose 480 BPS and account for 19.2% share of the market volume by 2020.

Africa and Asia Pacific are the two most lucra-tive regions for mobile payment transaction ser-vices market. In terms of value, these two regions collectively accounted for nearly 58% share of the global market in 2014. FMI forecasts that these two regions will continue to dominate the global market during the fore-cast period.

A key development in the global mobile pay-ment transaction services market is that Asia Pacific will outpace Africa to be-come the largest market. FMI estimates Asia Pacific mobile payment transac-tion services market to account for 27% of the global mobile payment transaction service mar-ket revenue by 2020.

Among all the regions, North America is poised to witness the significant growth. North America held a 22.8% value share of the global market in 2014, and it is antici-pated that by 2020, it will increase to 24.9%.


Experian automates SMS to improve call centre efficiencyCASE STUDY

Experian is a leading global information ser-vices company, provid-ing data and analytical tools for their clients around the world. Ex-perian help businesses to manage credit risk, prevent fraud, target marketing offers and automate decision-making. The company also helps people to check their credit report and credit score, and protect against identity theft. In 2014, Experian was named by Forbes magazine as one of the “World’s Most Innova-tive Companies.”

Experian has been using the same CRM system to capture and store contact information for candidate and tenancy ap-plications for many years. An integral element of this process is the validation of a number of key pieces of information which

form the core basis of the application. Al-though the system had been the foundations of their customer contact operations, they needed to be able to reach their increasingly mobile audience at a time most convenient for them.

This meant enhancing the systems functional-ity by adding a robust SMS solution that seam-lessly integrated with the excising system. Experian relies on hav-ing the most accurate contact informa-

tion recorded for all key contacts associated with an application.

Whilst this information has been captured his-torically, the mobile con-tact channels were manu-ally validated leaving room for human error and offering an extremely time consum-ing process. They began looking for a solution that effortlessly automat-ed this costly process. They found Oxygen 8.

Oxygen8 is providing a multi-layered mobile validation and messaging gateway which has been seamlessly integrated with the Experian candi-

date and tenancy valida-tion system through the use of steadfast API’s.

As a result, the Experi-an team can work from one platform to conduct multiple activities, saving valuable time, improv-ing user experience and increasing productivity.

To further compliment the improved mobile

data validation; the Experian systems now have automated in-built text messaging triggers to chase ap-plication information

from all relevant parties to ensure all SLA’s are hit. An imperssive 40% of candidates responded within an hour of receiv-ing the automated SMS.

“It’s great having Oxy-gen8 as a partner, the multi-channel technol-ogy solutions mean we can easily add further functionality to our existing systems with the use of APIs as we grow our business,” says Tim Rooney, Commer-cial Director, Experian Consumer Information Services.

From a business per-spective, the SMS solu-tion has improved call centre proficiency, saving time and money on out-bound phone calls that

didn’t get an-swered. For those can-didates that responded to the SMS, the overall

application turnaround time was on average 2.5 days quicker. Which in turn ensures that internal contact SLA’s are met. This level of improved efficiency has had a dramatic impact on the teams productivity, they are achieving more and to a much higher standard

Thanks to Oxygen8’s messages solutions, contact agents are now able to take advantage of the built in prompts; enabling them to follow up on missing customer information automati-cally. This has vastly im-proved the quality of the candidate data they can now obtain. It’s much more of an effective pro-cess that the traditional, more manual, methods of chasing outstanding information, largely due to the unprecedented open rates SMS mes-saging generates, when compared to other marketing channels such as email. www.oxygen8.com

An integral element of this process is the validation of a number of

key pieces of information that form the core basis of an application

ImpulsePay_Advert dps Sept 2015.indd 1 16/09/2015 15:13

ImpulsePay_Advert dps Sept 2015.indd 1 16/09/2015 15:13

16

Watch out for paymentsA good colleague who has been in the pay-ments business for many years Tweeted a few months ago “I have just paid for my coffee with my Apple Watch”– clearly proud of the joined up technology between the coffee shop, the watch, the phone, the mobile network, and the bank that enabled a spontaneous purchase to happen so smoothly. Just to dampen his moment of pride and creating a twist on what he had just said, I Tweeted back “My goodness, that was an expensive coffee!”.

Joking aside though, the introduction of a seam-less method of paying for a spontaneous purchase (without the need to carry cash) comes with enormous upsides that will enable the creation of new consumer products and services.

As consumers are acquiring en masse, smart and portable technol-ogy they are also creat-ing material changes to the way they access and consume on line services as well. A quiet revolution is occurring in the supply of online content and ser-vices to keep up with this mass consumer behaviour change.

Digital publishers are changing strategies as their traditional model of free content, funded by

advertising is suffering from reduced revenue as the available ad inventory shrinks on the smaller mobile screen. The use of a paywall is not a new concept to enable charging for content but existing payment meth-ods fail to get conversion as asking for credit card details through a mobile screen is a sure way to kill a sale. Charge to Mobile is coming to the rescue.

Traditional ticketing is also undergoing a digital revolution as consumers no longer want to buy tickets solely from devices connected to printers or from hard to reach ticket retailers and are welcom-ing spontaneous easy methods to purchase and redeem tickets without the need for paper or lengthy credit card registration.

The digital ticket func-tionality currently exists on considered purchases such as flights and some trains and bus routes, but for spontaneous pur-chases for both travel and entertainment a supply revolution is underway.

In the same way that a watch can create a seam-less coffee purchasing ex-perience (see the recent

Nat West adverts for how this can make consumers happy about their spend-ing!), Charge to Mobile is behind both of the quiet revolutions occurring in digital publishing and ticketing.

Charge to Mobile is a

seamless method of taking a decision to purchase by a consumer and completing that purchase with two simple steps. Agree to the purchase – step one, then agree that the charge can be applied to the mobile bill – step two. No credit card needed, no PINs and passwords needed and values can start at 10p

and go to £30 in a single transaction.

This is such a simple method for consumers to transact that the financial regulators in Brussels, carved out an exemp-tion for Charge to Mobile

transactions from

formal financial regulation. This recog-nises across Europe (through the guidance provided by AIME) that the potential for simple spontaneous purchases to be placed on to the mobile telecoms bill is significant for consumers and digital businesses . It also recognises that what

is good for the consumer of digital content is also good for consumption of ticketed services.

Imagine the difference this will make when faced with a car park prepay-ment you currently have to find cash or call a num-ber and relay your credit card details, security code and car registration number.

Instead, a simple 2D barcode scan and your car reg details (or a photo) will charge this to your mobile account. Imagine also the con-sumers who do not have credit cards (approxi-mately 26% of the adult population and 99% of under 18’s) and wish to jump the bus that has stopped taking cash. A simple browse to the bus service and the ticket is paid for via the two step agreement.

Through the creative work of several AIME Members working on en-abling Charge to Mobile for the providers of digital content and ticketed ser-vices, it will not be long before I can read special-ist advice on a business issue, while riding the bus to the cinema and pay for all three without a credit card (or watch) transac-tion in sight!

Rory Maguire is MD of AIME www.aimelink.org

More news, views and analysis at www.TelemediaOnline.co.uk

Rory Maguire takes a look at how charge to mobile is increasingly likely to be the go to method for spontaneous purchases and that publishers, content owners, ticketing companies and pretty much everyone else should sit up and take note


Picture thisOne of the key places that charge to mobile could make a killing is in cinema: it’s a spontaneous purchase and results in a ticket. But why stop there? Using payments could just make cinema the first charge to mobile ecosystem. Paul Skeldon explains

Cinema should be one of the key early adopters of mobile payments. It is often a spontaneous pur-chase decision; it is often researched and booked online; and is something that could clearly benefit from being dragged into the 21st century.

And yet the only real mobile experience you get today at the cinema is a clunky version of the website to book a ticket – which needs a credit card – if you are lucky.

Yet it could all be so different. I should be able to book and pay for my cinema experience on my handset using Apple Pay, PayPal or charge to mo-bile in one click. I can find the film. I can choose my seats. I should be able to pay – all with my phone.

And I should be able to use my phone as the ticket. I should also be able to use my phone to get snacks and interact with trailers and even get a ride home.

What cinema goers today actually want is a ticket on their mobile as the end point of the process of finding the film, at the cinema they want to see it, in the seats they want to sit in. The payment process is part of that, but to understand how mobile payments can shape the cinema ex-perience you really need to understand the wider cinema experience.

The key to this is in

using payments, as ever, to close the loop between mobile marketing and re-ceiving ‘the goods’, which in this case is the cinema experience.

Cinema related promo-tions such as vouchers for free admission and reductions on confection-ary are increasingly being delivered via the mobile handset. The next step is to make the purchase – the actual payment – part of the click through from here. And as ever, charge to mobile could offer the ideal solution, since it is quick and easy to do and relatively low value.

The process is then completed by the ticket being delivered to the handset, so users can jump the queue. You could even apply this to then pre-buying refreshments.

In fact, the whole pro-cess is very much akin to the click-and-collect phe-nomenon that is sweep-ing the retail sector: the only difference is that you are collecting a slice of Hollywood (and possibly some nachos).

All over the world, payment provider Boku already uses charge to mobile and its e-money licence as an option for low-cost convenience purchases for ticketing and for pay-ahead for a coffee as ‘a click-and-collect item.’

In fact, Boku estimates that 25% of click-and-

collect transactions come via the mobile – rather than from within an e-commerce environment – so there is a good fit with mobile payments, especially carrier billing.

German cinema chain CinemaxX is starting to see how this can be replicated for the movies. It has partnered with payment app Yapital to let cinema goers buy their ticket and their refresh-ments using the Yapital app. The catch is that they have to use the app to scan a barcode at the cinema to initiate the process, and rather than being aimed at making the cinema going process better, it’s a sop to get people used to using mobile payments.

“Big blockbusters regu-larly attract millions of spectators to cinemas. As

one of the largest opera-tors of modern multiplex cinemas, CinemaxX is a crucial partner to help establish mobile payment with Yapital in people’s daily lives,” explains Karsten Cornelissen, Man-aging Director at Yapital. “It’s just so easy to pay for the ticket, snacks and drinks quickly, simply and safely with the one device that I have with me at all times - my smartphone.”

While it is clear that consumers could benefit from making the process easier, there are benefits for the cinema chains too. Juniper Research analyst Nitin Bhas, whose report into mobile ticketing for transport and events/en-tertainment predicts that global m-ticketing will top 16 billion tickets in 2015 alone and could rise to 32 billion by 2019, believes

that: “Mobile ticketing solves key problems for facility operators whether in the transport or events markets. The ability to sell and deliver tickets through the mobile chan-nel without the need for extra staff or real estate has a significant impact on operator profitabil-ity, especially as user numbers are continually increasing and need to be supported with minimal investment.”

So what will make cinemas start to take this seriously? The obvious benefits of more tickets with lower staff costs is a clear boon, but changes in user habits and devices will be what makes this go. www.boku.comwww.cinemax.dewww.yapital.com


Developing a complexThere are a plethora

of payment tools on mobile, but does

innovation improve performance or

lead to complexity? Masha Cilliers ponders

what is on offer and what each brings to

the world of e and m-commerce – and

what charge to mobile is up against

wallets that have been used for specific needs and within specific indus-tries e.g. Skrill (Money-bookers) or Neteller. A couple of years ago both Visa and MasterCard have launched their versions of wallets V.me and Masterpass respec-tively. These are similar to PayPal as they store card information, but differ in that they do not carry cash balances, so they can be used for easy checkout at retailers.

Prepaid Prepaid cards are pre-dominately cobranded with the international payment systems and as such can be accepted as Cards above without any additional technical sys-tem. However, there are other prepaid schemes such as U-cash and PayPoint in the UK and various branded tokens (Xbox) whereby consum-ers can upload cash at retail locations and it ef-fectively converts it to a token which can be used for purchases online. These are very useful for non- or under-banked and for the migrant com-

ers as such. Basic level of international sales can be supported with acceptance of just cards, however, it has to be understood that in some countries consumers pre-fer to use other payment methods and if a retailer doesn’t incorporate them into the checkout page the conversion will suffer.

Bank transfersSome markets have launched a real-time bank transfer scheme, which allows the consum-ers to pay the retailers directly from their bank account whilst giving ‘authorisation-type’ confirmation to the retailers before they provide goods and ser-vices. The most widely used schemes are Ideal (Netherlands), Sofortu-berweisung (Germany), Poli (Australia). In the UK, Vocalink has been working on launching Zapp which effectively does the same thing but only via mobile app.

WalletsThe most known wallet globally is PayPal. But there are many other

munity who otherwise would not have means for paying online.

Mobile walletsMost recent innovation to make headlines is based on allowing pay-ments via mobile phone by using the phones at the contactless accep-tance locations. ApplePay was launched last month in the UK and it has already been running in the US for some time. Other providers such as Samsung, Android and Microsoft are not far behind. They use what is known as tokenisa-tion technology allow-ing payment cards to be converted to a token which is then issued for each phone and stored in its secure element. No card details are shared during the transaction and the tokens are use-less unless used by the phone to which they were registered. Im-portantly this payment method is also available online and within the app as such making it a consistent journey across the channels.

Not a month goes by without an announce-ment of another pay-ment mechanism being launched either in Europe or in the US. Each coun-try, however big or small, is working on developing standards, schemes and regulations to address rapidly growing ecom-merce sales.

But what does that mean for the retailers? Should they add every payment mechanism ev-ery time one is launched or should they wait until the said payment is firmly rooted in consumer behaviour? Let’s look closely at a range of dif-ferent payment methods to consider how we might answer these questions.

CardsThere are domestic and international cards in most European countries. Historically some of the domestic cards were proprietary brands (such as Switch, Carte Bleue, Laser) but presently most of them have been cobranded with the main network brands Visa and MasterCard and can be accepted by the retail-


MPOS (Mobile ‘Point of Sale’ device)Whilst not a payment method in itself, it is worth mentioning that with the extent of the innovation in the mobile and tablet devices there are now a number of solutions allowing ac-cepting cards via such a device. This is suitable for small retailers and for those that want to check out the consumers at various locations in the store rather than just at the tills.

ConcernsMuch research suggests that whilst the consumers don’t love their banks, they trust them most with their money and payments. It will take new comers, even those with well-known brands,

a long time to earn con-sumers trust on a large scale.

There are also technol-ogy limitations. For exam-ple most contactless ter-minals are programmed not to accept transactions over a certain value (£20 in the UK), although it should be possible to accept customer verified (e.g. Touch ID) transac-tions for any amounts.

Consumers are still concerned about security when making payments online or over mobile. This gives advantage to established brands such as international card schemes and also banks.

Interoperability can be a problem. Many new payments are based on a new technology and each implementation is different from another.

Also, large players (e.g. Apple) enforce their own standard whilst not being the same as others. That means more different in-terfaces for the customer and more integrations for reatailers.

Finally rules and regula-tions regarding issuance and acceptance of pay-ment mechanisms are getting stricter and are not always very clear.

Retailer strategiesIntegrating each new payment instrument or an acceptance method can be costly and more importantly requires a big commitment from techni-cal resources that may be more urgently needed elsewhere.

Some retailers do choose to embrace the innovation partly due

to the new benefits but often due to the posi-tive marketing effect it carries.

The reality is, many payment methods don’t make it to the finishing line: they don’t become mass payment products and have to be with-drawn. Or they merge with others and change shape which will require additional integration work. Thus those retail-ers who have worked hard to support such pay-ments early on may feel disappointed.

But waiting to see the maturity of a payment method may mean that you are missing out on its current benefits. For example, mobile pay-ments via premium SMS have not taken off in a large way, however, in

the early 2000s some digital content providers embraced it and have sold their products to a much wider consumer segment that they would otherwise have been able to target with card acceptance only.

There is also a wave of new payment service providers who can make it easy to integrate new features and take this burden partially away from the retailers.

In summary, retailers should consider not just the hype but also the tan-gible benefits each new payment method may bring them before decid-ing whether to ‘jump’ or wait.

Masha Cilliers is a pay-ments and e-commer consultant


PUBLISHING

Mobile messaging: here to save the publishing industry?

Mobile, the key to engagementThe important first step for publishers is getting to know their customers directly. But the chal-lenge is customers don’t want to be part of the digital publishing revolution. For them the physical product is part of the appeal and as such they don’t wish to communicate with publishers via email or be pushed down the route of a digital subscription.

However, that’s not to say you can’t use digital devices or mobiles to get to know them. SMS is the ideal way to engage with these customers on mobile, as it is quick, effective, and more personal than email. Using SMS to get to know your customers has valuable implications for publishers. It not only gives them a way to communicate directly with their customers, it increases engagement and reduces acquisi-tion costs.

Getting the customer’s detailsThe key is obtaining their num-bers is to provide a genuine value or incentive for your customers to give you their personal data.

Think about providing a special offer or competition for your cus-tomers. For example, you could run a special promotion for your customers, where if they text a short code they can receive a free product or service. You could take this concept even further, and give your customers an incentive to share the promotion with their friends.

The classic example of this

Publishers need to engage consumers through digital – and they need to make money from them. But how do they do that? Could mobile and, in particular, Payforit m-payments hold the key? Juan Ageitos thinks it might just be

is Uber, when you share your Uber promo code with a friend and they sign up, you get £10 off. Similarly, you could run a competition to give away a major prize where the entry mechanism consists of entering the draw by sending your details via SMS.

Payforit holds the keyEmbracing mobile doesn’t need to be a push towards digital publications. Publishers must embrace mobile to improve their customer experience, particularly when it comes to acquiring new subscribers.

Lets face it, the user experience of subscribing to a newspaper or magazine is not great. Customers either have to use a coupon that’s always too small to fill in all the details, or they have to go online, which is something they were trying to avoid in the first place. The process of paying, especially using offline methods, is quite daunting too. Not many people feel comfortable mailing in a piece that has your credit card details on it.

Publishers can adopt ser-vices such as Payforit to make the payment and subscription process much quicker and easier, to overcome these payment and subscription barriers. With Payforit, it becomes possible for a publisher to set up a subscrip-tion service where a person could SMS their address, and their desired subscription to a short code, and that would be it. The customer gets their publication

with just a few taps, and it is charged to their mobile phone bill at the end of the month. Much quicker and simpler than signing up using a computer.

For the publishers, it creates a simple and painless process for customers to engage with pub-lishers, streamlines the process and decreases the acquisition costs for new subscriptions. And given most people carry their phones with them all the time, the window publishers have to acquire new customers would grow exponentially.

Our research has shown that 46% of users would be more likely to purchase products or services on their mobile if they didn’t have to provide card or address details and could instead pay in two clicks.

With the publishing industry looking for new ways at recaptur-ing its user base and establishing direct relationships with its cus-tomers, mobile messaging must play a vital role. With a high open rate and ability to resonate with audiences regardless of their their technical savvy, mobile messaging perfect tool to improve customer experience and relationships. And, with the broader adoption of Payforit, mobile messaging has the potential to dramatically improve the customer acquisition and retention process. It could even be the industry’s saviour.

Juan Ageitos is Senior Marketing Manager, mGagewww.mgage.com

The steady decline of the publish-ing industry has been well docu-mented over the past few years. The rise of the internet, mobile and social media have created an environment where people want news and content at all times, but are more reluctant to pay for it. And, as more eyeballs shift towards digital technologies, ad-vertising revenues for traditional publishers has dwindled.

While some publishers such as Buzzfeed, Gawker and Huffing-ton Post have thrived in the new business environment, many others have struggled to em-brace technology and grow their readerships.

The customer disconnect Overlooking the issue of declin-ing revenue from advertising or sales for a moment, one of the biggest challenges the publishing industry faces is the disconnect they have with their customers.

Most end users of the more traditional publishers buy their daily newspaper from the local store, or buy hard copies of their books from their favourite retailers. Even though many customers are fiercely loyal towards publishers, particularly in the case of newspapers and magazines, it’s the retailers and shopkeepers who hold the rela-tionships with the customers, not the publishers.

So how do publishers go about forging meaningful relationships with their customers? Mobile messaging is the key.


PUBLISHING

Read all about it

successful it would be. However, it has been something of a suc-cess. Asking people to take out a paid subscription to view content has paid off, with 727,000 sub-scribers reported in the first quar-ter – earning the publisher more than its online advertising. While digital ads brought in $32.9 mil-lion, the paywall raised a $37.7 million in 2013.

Paywalls clearly have a place, but making the payment of the paywall – or for instant access to bits of content without one – is going to be key to getting the people to pay for content. It has to be quick and easy and seam-less. Filling in credit card details and entering personal informa-tion isn’t going to cut it: the user wants the content instantly not after a lot of thumb work, espe-cially on a small device.

But could the answer be right under the noses of many of these media companies? Many news-papers have long used charge to mobile services – or PRS as its was once called – to charge consumers for all sorts of phone based services. These services are designed for micropayments, for quick snacks of entertainment and put the charge for doing so on the consumers phone bill.

This chimes beautifully with models that print media compa-nies are trying to exploit to get

Print media needs a sure fire way of monetising digital, but could they already be sitting on a way to make payments for snackable content really easy. Rob Weisz explains

consumers to pay small amounts of money for small bites of content.

Television companies face similar challenges: how to make money from a more pay as you go kind of content consumption. Ad revenues on all but the main channels are being hit hard, yet online advertising can’t make up the shortfall. Charging for con-tent, as in the newspaper world, seems the obvious answer, but is there a thirst among consumers for a pay-as-you-go model for TV content?

Sky’s launch of NowTV back in 2012 aims to tap into this, but will it be able to persuade users to part with small increments of cash for content: content more over that was more typically found online for free.

Many analysts expressed concern that Sky’s NowTV launch would cannibalise its existing pay-per-service model, and would shift the company towards a more a la carte pricing model. This hasn’t happened as of yet, but it has shown how there is a shift it consumer taste and demands.

And it won’t just be Sky that has this problem: it will affect all commercial TV companies as they look to keep up with where consumer eyeballs are and what that means for their ad revenues.

Again, TV companies already use the technologies that could well help them serve a more snacking, pay-as-you-go TV content viewing model. Many already use voice shortcodes and have, in the past, used premium SMS for voting services, the mar-ket for snackable instant content could be best served by technol-ogy that they already have famil-iarity with and, in some cases are already using elsewhere in their business already.

And why stop there with ‘tradi-tional’ media? The likes of Netflix and even Spotify could well capi-talise on charge to mobile as an instant payment tool. With more films being watched on tablets and phones, and with Spotify needing to take on Apple Radio head on, having access to a pay-ment technology that can allow for instant microbilling could well be the way to make entertain-ment make some money.

Rob Weisz is CEO at Fonixwww.fonix.com

Reading the paper over a boiled egg in the morning or sitting down to watch the TV with the family of a Saturday night was once the norm. These days, with media running across a host of digital and physical channels, and choice of content – not to mention a bewildering array of content providers, being a media consumer has never been so rich.

But this richness for the consumer has left many media companies poorer. The internet may have democratised access to information, but that has seen what was once paid for become free to the end user. And this has cost many media companies dearly – whether they be tradi-tional ‘inkies’ or TV, as well as newer entrants such as satellite and cable providers.

So what can they do to put it right? Paywalls? Subscriptions? In-App purchasing? Online and mobile ads? All these things are potential ways for media compa-nies to try and gather revenues. The one thing they can’t do is nothing.

To date, for media companies the answer has largely been to use paywalls. But the jury is out as to how effective, long term and acting alone a paywall can be. When the New York Times in-stalled a paywall, there was much doubt in the industry as to how


PUBLISHING

We live in a digital world and publishers, more than anyone, know what this means for busi-ness. On the one hand, digital can make their content reach far more people and can be richer and way more trackable. On the other, however, it is difficult to ‘go digital’ properly and, often, the ROI is unclear.

But it needn’t be that dif-ficult. The problem, for publish-ers without deep pockets, is how to get from the traditional way of creating a paper product to a fully digital offering that can be seen by consumers on an ever-widening range of devices.

Traditionally, this has meant creating many different ver-sions of the ‘product’ and putting them in their respec-tive channels. While, much of this revolves around mobile, and the advent of adaptive and responsive design has gone some way to making sure that publishers can create their magazines on other devices, but its not the best way for mid-tier publishers to achieve digital nirvana.

What makes digital publish-ing interesting is that it offers unparalleled levels of tracking. You can know exactly what anyone does with your con-

Media wants – needs – to make digital work and make money, but how can publishers do this in practice? Paul Skeldon shows how one platform aims to do just that

without breaking the bank.“Digital media means your

content, everywhere,” says Garry Pattenden, Commercial Director Safari Mobile (UK), which has rolled out a solu-tion that allows publishers to “create once and publish it everywhere. The key is that it takes the content in once and you can then purpose it for all sorts of devices with all man-ner of add ons – extra content, interactive features, video and more – relatively easily and cost effectively.”

Safari’s digifi.it platform is a set of complex APIs that turn one lot of content from publish-ing tools such as InDesign or Quark Express into digital ver-sions for any device or channel

that you want to reach.“It’s a bit like Google translate

in a way,” says Pattenden. “you put the content in and tell it to translate it into ‘every language’ and it does it – it translates html5 into apps, web, social, mobile and print.”

This clearly has advantages for many publishers, offering a relatively simple way to make their content digital in the first case. Of course, there is more to digital than just ‘digitising’ print content – important as this first step is – in reality, digital versions need to take the print version further. Digital allows for the addition of deeper and richer content and can often tie together all the many ‘multime-dia’ offerings many publishers

Your content; everywhere

tent – something you can never really do with print media on its own – and this is where digital makes a big difference to publishers and why its so imperative to get it right: it is where the ROI and indeed the growth is.

So how do you go about mak-ing this happen, especially on a budget and without having to employ reams of new staff or buying expensive new kit? Safari Mobile (UK) might just have the answer. Its Digitfi.it platform is designed to let pub-lishers turn their print content into digital, for consumption across a broad range of devices easily and effectively – without vastly increasing workload and


PUBLISHING

audience, groups and even in-dividuals and more importantly allows you to retarget them based on what they have done in the past few weeks,” says Pattenden. “And you don’t have to be a statistics graduate to do it either. The sales manager can do it and deliver meaningful,

real time data to his publisher to help shape strategy on the fly.”

It also provides a much bet-ter way to bring in advertisers. In the days of pure print, the publisher sold them an audience that were, by virtue of the fact they’re reading the magazine; they might be interested in a certain “type” of advertising. In the digital world – and with tools such as Digifi.it – the publisher can show the adver-tiser exactly who is interested in what and provide a much more targeted and valuable audience to each advertiser.

This is how it pays for itself and this is how to monetise digital publishing: the data is the key.

And it worksThis isn’t just theory anymore, this is something that publishers can actually benefit from right now. Digifi.it client, The Watch Finder successfully digitised its content and saw conversions up by 28% resulting in an increase in revenue of £300,000 in ten

months.Ergonomist publisher Grove

House Publishing is another typical example of an old school publisher that needed to go digital, but didn’t know where to start. “The company was paper based for years and published magazines that were typically tucked into a farmer’s back pocket. But with a younger generation entering the busi-ness, the company needed to become more digital and social,” says Pattenden. “But they didn’t know where to turn and feared that to go digital would cost a lot of money – with no clear idea of whether there would be an ROI or not – and may involve totally rethinking all their work-ing practices.”

It is early days for Grove House, it is currently just ren-dering its publications as digital, but eventually it too will start to add more content and make it more interactive and rich.

And in time the paper publication – which will still be great for getting information out there and for throwing in the back of a tractor – will act as a teaser or lead in for the richer digital version where the readers can drill deeper into the content they need to know more about.

This will also feed into how the company sells its advertis-ing space: offering advertis-ers totally targeted ads at the people who want to see them.

This is the win for the pub-lisher. Digital makes for a better product, but it also can deliver better value for money for more advertisers. This is the ROI. This is why this is so important. What are you waiting for?

To see digifi.it in action and to get your interactive digital copy of Telemedia magazine search Telemedia Magazine on your App Store

have siloed across their sites. Many have video, webinars, podcasts and more: digital al-lows this to be put together with the written content to offer a fuller experience for the reader.

AnalyticsGoing digital is a must for all publishers, not least because they have to be wherever their readers are, to offer a service and to place their advertisers wares in front of the right audi-ence in the right way.

And this is where digital comes into its own. It is so easy to see who is reading what, and where they are reading it – not just where in terms of device, but also in terms of actual geo-location.

“Digifi.it goes way beyond what Google Analytics offers,” explains Pattenden. “We can look into web pages, apps, mo-bile sites and see not only who is looking at what, but what they dwell on, what they skip, what they then go an do – and much more.”

This all paints a picture of the audience and what they do, but can also drill down and segment out groups and, in theory, even profile individuals and what they are doing.

``Our tools let you profile the

Digital versions need to take the print version further: digital allows for the deeper and richer content and

can tie together all the ‘multimedia’ offerings publishers have in siloes across their sites


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