Mobile application innovation in EU

The second session at Connect 2007 in Madrid is Application Innovation with John Orlando, NMS CMO moderating and panelists:

• Gianluca Ferranti, Director of Marketing, Reitek S.p.A.
• David Springall, CTO, Yospace
• Colm Healy, CEO, XIAM
• Anssi Tauriainen, CEO, Aito Technologies

This panel is slide presentations and covers material that's interesting, but mostly already familiar to me.  So my comments will be brief...  (sorry).

Gianluca's focused on video infotainment which appears to be taking off in Italy.  While he's active in some really cool stuff, today's talk covered market statistics and more conventional applications.

Yospace has their "SeeMeTV" service running on 12 operators now, but David comments that it's been a struggle compared to launching a service on the Internet.  If you're not familiar with SeeMeTV, it's a service that allows subscribers to upload cameraphone videos via MMS.  Others can browse content that people have uploaded.  It costs 30 pence or more to download a clip.  The original contributor gets money everytime someone watches their clip.  The revenue share is 10%.  The SeeMeTV service bridges 12 operators, so contributors get cash back from users across multiple operators.  Paybacks to contributors are via PayPal, not the operator.  All-in-all, it's a mobile service which could be run over-the-top but, based on David's comments, they only work through operators because operator endorsed (on-deck) is the only viable approach today.  Even so, they don't get customer demographics from the operators, just billing and an on deck position.

Colm from Xiam is focused on mobile advertising.  Xiam's edge is in automated analysis of subscriber demographics so it's possible to target content to users when the price points is 30 cents or 1-2 Euros.  On the Internet, Amazon can show dozens of potential offers, but on the mobile phone there is only space and time to make a very few offers.  Currently they get 3X click through by targeted offers on mobile phones at Orange UK.

Anssi is founder and CEO at Aito is focused on providing customer analytics to mobile operators.  Their software mines the operator's data to figure out the services individual customers use and the constraints and problems they encounter.  The goal is to figure out specific problems that need to be fixed, both technical issues and communication issues.

Interesting, but running over slightly which killed the Q&A which would have been the best part.

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