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What does Google’s purchase of AdMob mean for mobile advertising?

November 10, 2009

Google now has three out of four bases covered

Google Inc. has signed a game-changing agreement to acquire mobile ad network AdMob for $750 million in stock in a move that validates mobile advertising as an effective marketing medium.

Google is hoping that this acquisition will enhance its existing expertise and technology in mobile advertising, while also giving advertisers and publishers more choice in this fast-growing area. The deal will help Google in its efforts to develop more effective tools for creating, serving and analyzing emerging mobile ads formats and expand beyond its traditional focus on search advertising.

googleadmob

…

…Google’s acquisition of AdMob ups the ante on mobile advertising

Founded in 1998 by Stanford Ph.D. students Larry Page and Sergey Brin, Google is a top Web property in all major global markets, albeit largely monetarily successful in its search advertising business. It has recently made mobile an increasing focus of its business.

AdMob, San Mateo, CA, is one of the leading mobile ad networks specializing in banner ads for brands such as adidas, MTV, Land Rover and Toshiba that run on publisher sites such as CBS, AccuWeather, Cellufun, MovieTickets.com, Lonely Planet and Stitcher. These ads run across iPhone sites and applications, as well as those based on Google’s Android platform. Founded in 2006, the 140-employee AdMob won $47 million in funding from investors such as venture capital firms Sequoia Capital and Accel Partners.

AdMob and Google share a common investor in Sequoia Capital, a well-known Silicon Valley eminence.

“We’ve been talking about the awesome opportunity that mobile marketing brings to the world,” said Mike Wehrs, president/CEO of the Mobile Marketing Association, New York. “Some people understand that, and this deal shows that the largest and best-known advertising company—Google—understands the awesomeness of the opportunity, and they understand where this is going.

Google’s rationale
Mobile advertising is a rapidly growing and competitive space, and Google and AdMob are currently specializing in different areas.

Though Google offers many forms of mobile advertising, its focus to date has been on mobile search ads, while AdMob’s focus has been mobile display ads and in-application ads.
Google dubbed AdMob the quintessential Silicon Valley startup and claims that it is generating impressive year-on-year revenue growth.

Both companies have approved the transaction, which is subject to customary closing conditions.
As this ecosystem continues to grow, the company expects these new marketing media to offer significant benefits.

Google believes that advertisers will be better able to engage mobile users with AdMob’s ad formats. The deal will bring new innovation and competition to mobile advertising and will lead to more effective tools for creating, serving and analyzing emerging mobile ad formats, per Google….

This news was picked from and details continue @

CLICK TO READ comments from analysts and industry professionals listed below:
Andy Miller, CEO of Quattro Wireless, Waltham, MA
Paul Palmieri, president/CEO of Millennial Media, Baltimore, MD
Paran Johar, New York-based chief marketing officer of Jumptap
Patrick Moorhead, director of emerging media at Razorfish, Chicago
Michael Chang, CEO of Greystripe, San Francisco
Gib Bassett, director of marketing at Interactive Mediums, Chicago
Gary Schwartz, president/CEO of Impact Mobile, New York
Eric Harber, president and chief operating officer of HipCricket, Kirkland, WA
Dave Gwozdz, CEO of Mojiva, New York
Zohar Levkovitz, CEO of Amobee, Redwood City, CA
Ken Willner, CEO of Zumobi, Seattle
Zaw Thet, CEO of 4Info, San Mateo, CA
Susan Marshall, vice president of marketing at ChaCha Mobile, Indianapolis, IN
Alec S. Andronikov, CEO of MoVoxx Inc., Los Angeles

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Google acquires AdMob for $750 million! (press release & AdMob Video)

November 10, 2009

“Google has acquired AdMob for $750 million, a huge price for an innovative start-up that has pioneered online ads on mobile and now smart phones.”

See the press release below. But before, here’s a video interview with Omar Hamoui, founder and CEO of AdMob, on all this and more, as well as a tour of company’s offices: (interview starts at 1:50)

“Google to Acquire AdMob

MOUNTAIN VIEW, Calif.–(BUSINESS WIRE)–Google Inc. (NASDAQ:GOOG) today announced that it has signed a definitive agreement to acquire AdMob, a mobile display ad technology provider, for $750 million in stock. This acquisition will enhance Google’s existing expertise and technology in mobile advertising, while also giving advertisers and publishers more choice in this growing new area.

“Mobile advertising has enormous potential as a marketing medium and while this industry is still in the early stages of development, AdMob has already made exceptional progress in a very short time,” said Susan Wojcicki, Vice President of Product Management at Google. “AdMob is the quintessential Silicon Valley startup–generating impressive year on year revenue growth–and we’re excited to welcome this talented team to Google.”

“I think people underestimate how important ads have been to funding the development of innovative content on the Internet. Our goal all along at AdMob has been to make it possible for developers and publishers to bring their products and ideas to mobile with the same business model,” said Omar Hamoui, Founder and CEO of AdMob. “We’re proud of the progress we’ve made towards accomplishing this goal, and joining Google will only accelerate this process, ultimately leading to very real benefits for end users around the world. As publishers and developers generate more revenue from their mobile products, they will invest more, and their mobile offerings will become richer, more creative and more robust.”

The deal will help Google in its efforts to develop more effective tools for creating, serving and analyzing emerging mobile ads formats. As this ecosystem continues to grow, the company expects these new marketing media to offer significant benefits:

Advertisers will be better able to engage mobile users with AdMob’s ad formats.

Publishers and developers will be able to monetize their content more effectively, which has benefits for the wider mobile ecosystem

Users will see more relevant ads and ultimately get access to more ad-supported content and applications – improving their mobile experience

“Attracting the world’s top engineering talent and people with entrepreneurial vision to Google has always been crucial to our success. AdMob’s proven track record in innovating at speed will help maintain that culture–which is why we are so excited to be working with them,” added Vic Gundotra, Vice President of Engineering at Google.

Both companies have approved the transaction, which is subject to customary closing conditions.”

This news was picked from and

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Reebok mobile video campaign claims 50 percent CTR

November 8, 2009

“Reebok issued a call-to-action via social media sites asking consumers to view a mobile video and enter a sweepstakes by opting-in to the brand’s mobile database, achieving close to a 50 percent click-through rate.

reebok-logo\

Reebok tapped Mogreet’s mobile video marketing platform for the campaign. In addition to Reebok, Mogreet clients include Warner Brothers, Lionsgate, Starwood Hotels and Def Jam Recordings.

“Brands have been yearning to reach out to new and existing customers with a high-quality and engaging rich-media experience on mobile phones,” said James Citron, CEO of Mogreet, Venice, CA. “While many marketers are excited by the ubiquity of text messaging, it doesn’t offer much in the way of engagement, interactivity or emotion, compared to a television ad, for example….

…Consumers were urged to text one of two keywords—REEBOK or RBK—to the short code 21534. Those who text in receive the following message in return:
“This message is checking your handset’s video capabilities. Another message will arrive soon. Reply HELP REEBOK for info, STOP REEBOK to end. Msg & data rates may apply.”
If their phone supports video, Mogreet sends them a Reebok mobile video via MMS. If their phone does not support video, they receive a text message similar to the following:
“Ur phone doesn’t support video. Go 2 http://www.mogreet.com/vw/dlde1×7a from ur computer.”

This news was picked from and details continue @ http://www.mobilemarketer.com/cms/news/advertising/4588.html

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Sony Ericsson revealed X10, their first Android!

November 3, 2009

xperia-x10

“The Xperia X10 may be Sony Ericsson’s first Android phone, but the company is already labelling it as the flagship handset for an entire family of similar devices coming out in the first half of 2010.

The Xperia X10, however, is not being touted loudly as an Android smart phone so much as a Sony Ericsson handset using the Android platform and allowing users to download apps not only through Android Market but also through Sony Ericsson’s own PlayNow arena that offers apps, music, wallpapers and games.

The X10 will have Sony Ericsson’s Timescape for unified contacts and communications as Facebook, Twitter, SMS messages and emails are all combined and threaded, much like on the Palm Pre.

The Mediascape function is a new interface that brings all media together, including what is stored on your phone, YouTube content and new photos and videos from your friends’ online feeds.

Mediascape and Timescape are integrated so content from friends is recognised and connections are made and the “infinite button” is an exclusive feature to Sony Ericsson, collecting all of your interactions with one person, from shared YouTube videos to text messages to Twitter mentions.

Another cool feature is intelligent face recognition, which recognises up to five faces in any picture and connects them into your social phonebook…”

This news was picked from and details continue @ http://siliconrepublic.com/news/article/14300/comms/sony-ericssons-x10-android-is-the-first-of-many

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New version of LAYAR makes Augmented Reality Social

August 31, 2009

MOBILIOUS has reported Worlds First MOBILE Augmented Reality Browser; LAYAR IN June 26, 2009.

And now only a day ago they have announced an upgrade to its service that adds social features to the act of looking at data on top of the world around you.

layar2

If you’re using Layar to look through your mobile phone’s camera and see real estate listings for the buildings nearby, social network messages left by your friends in a particular place or Flickr photos from the area – you can now share that data set’s layer with anyone else by sending them its URL. Layar hopes that it will eventually offer thousands of layers to view the world through and this feature will allow users to tell their friends by email, Facebook, Twitter etc. how to “see the world as I see it.”

Layar is only available for Google Android phones today but the company is testing an iPhone version that is expected to be available next month. Layar was just made globally available on Android two weeks ago.”

This news was picked from: http://spinvalleypost.com/

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Nokia N97 Mini? Looks like it :)

August 26, 2009

“Europe : The Nokia N97 Mini has been spotted on the French website BeGeek.fr, another mind blowing scoop for BeGeek. They seem to have a knack of sourcing all the Nokia pre-launch coming models – they did the same for the Nokia N900 tablet.

NokiaN97Mini

No official announcement from Nokia but it is very likely that the official announcement will be made shortly before or during Nokia World 2009, which rolls out next week. Even the name of the Nokia N97 Mini has not been confirmed and no mention of this name can be found in the world of on-line Nokia. So expect it to be called by another name.

The photo can be backed up by more previously leaked details of what the Nokia N97 Mini is all about :
- 2.9 inch screen with resolution of to 640 x 360 pixels
- Internal memory of 8GB compared to 32GB on Nokia N97 full size version
- Removal of the D-pad making it less difficult to use
- Camera will be mid-ranged at 5 Megapixels or less
- Available in the shops prior to Xmas ( at a push )

Finally, preparing a lower specification Nokia N97 is a damn good idea during a recession. Nokia seems to changing direction for its long term global marketing plan with new products such as the Nokia Booklet 3G and now scaled down versions of trailblazing handsets like the Nokia N97. All this bodes well for Nokia as it comes under attack from other manufacturers as Mobile Phone Sales Decline and Smartphones Grow.”

This news was picked from: http://www.3g.co.uk/PR/August2009/Nokia-N97-Mini-Photo-Scoop.html

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Microsoft OneApp Connects Emerging Markets to Popular Mobile Phone Apps

August 25, 2009

“Microsoft today is launching OneApp, a new software application that allows “feature phones” to run popular mobile phone applications such as Facebook, Twitter, Windows Live Messenger and Mobile Wallet.

Feature phones are mobile phones that are capable of running some apps but that lack the capabilities of smartphones.

Amit Mital, corporate vice president of Microsoft’s Unlimited Potential Group and Startup Business Accelerator, says OneApp will help bring more applications and services to emerging markets such as those served by Blue Label Telecoms of South Africa, the launch partner for the new technology. “OneApp is a technology that is going to help people do things they couldn’t do before — anything from paying their bills to helping diagnose their health issues or just staying connected with friends and family,” Mital says.

More than half of the people in the world own mobile phones, but many of those phones have difficulty accessing popular mobile applications, including social applications such as Facebook and other helpful applications to deal with finances, healthcare, tourism and education.

“When people see these apps running on a feature phone, their eyes light up. It’s pretty exciting,” says Tim McDonough, senior director of Mobile Product Management at Microsoft. “What we’re letting you do is get access to the applications and services you want from a device you already own. If you don’t own a PC, or you share a PC, your mobile phone may be your first or only computing device.”

McDonough says OneApp will complement Microsoft’s Windows Mobile strategy. OneApp was designed from the ground up, with emerging markets in mind, to help users gain more power from feature phones that have limited memory, processing and other capabilities. For users, it appears as a single application through which they can access all the mobile apps they want…”

This news was picked from and continues @ http://www.microsoft.com/presspass/features/2009/Aug09/08-24OneApp.mspx

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Nokia’s Booklet 3G – A Netbook/Laptop from Nokia

August 24, 2009

“Nokia doesn’t make phones. It makes portable devices. And it appears the Finnish company also doesn’t make netbooks. Instead it makes “mini-laptops”.

Announced today is a brand-new, 3G equipped min-laptop, the Booklet 3G. The 10.1-inch screen and Atom processor put it clearly in the netbook market, but it comes with some extras you won’t find elsewhere; the kind of extras you’d expect from a cellphone manufacturer.

First, the thin (2cm) aluminum case holds an HDMI-out port, along with the usual webcam, Bluetooth and SD card reader. It also has a 3G radio in the form of HSPA and a hot-swappable SIM card slot, and faux-GPS (Wi-Fi triangulation) hooked up to Ovi Maps.

The price? That will be announced on September 2nd, but expect to see this heavily subsidized on a cellphone plan, at least in Europe where people actually buy Nokia phones, sorry, devices.”

This news was picked from: http://www.wired.com/gadgetlab/2009/08/nokias-booklet-3g-is-not-a-netbook/

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Apple says Google Voice app alters iPhone

August 24, 2009

iphonegoogle

“IPhone maker Apple Inc told U.S. regulators it has not approved Google Inc’s Voice application, which could challenge the wireless industry’s giants, because it interferes with the iPhone “user experience.”

Apple told the Federal Communication Commission (FCC) on Friday that the Google app appears to replace the iPhone’s core mobile telephone functionality and user interface with its own system for telephone calls, text messaging and voicemail.

“Contrary to published reports, Apple has not rejected the Google Voice application, and continues to study it,” Catherine Novelli, Apple vice president for worldwide government affairs, said in a letter to the FCC…

…The FCC, chaired by Julius Genachowski, wants to know why Apple rejected the Google Voice and what was discussed among Apple, Google and AT&T Inc, the exclusive U.S. carrier for the iPhone.

Responses by the companies were due on Friday. The FCC had no immediate comment.

The application by Google, which has entered the wireless market with its own smartphone operating system called Android, is seen by some as a competitive threat to the voice services that come with the iPhone.”

This news was picked from & continues @ http://www.reuters.com/article/technologyNews/idUSTRE57K52N20090823?sp=true

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Fixed-line giant sets sights on mobile market with new product

August 15, 2009

In the face of cut-throat competition in the Turkish communications market following the introduction of third-generation (3G) technology, Turkey’s fixed-line giant Türk Telekom has intensified its quest to enter the mobile market with its latest product, dubbed Wirofon.

cem-yilmaz

Enabling subscribers to make phone calls in a WiFi service coverage area, Wirofon offers “mobility to fixed lines.” Introducing the new product at a press conference in Antalya on Thursday, Türk Telekom General Manager Paul Doany said the company expected to regain some of its former subscribers who have switched to the 3G GSM network with Wirofon.

Noting that mobile services attract consumers and are replacing fixed lines, Doany said, “With this technology, we now expect to replace cell phones with fixed lines,” adding that they will shortly introduce the product to subscribers for use. Türk Telekom still has about 18 million home and work landline subscribers. The company has developed Wirofon with the technical support of their affiliate technology provider firm Argela.

“All of the Türk Telekom subscribers who have access to WiFi can benefit from this product. We offer them a cheaper way of communication,” Türk Telekom Marketing and Communications Manager Erem Demircan said. Argela General Manager Bülent Kaytaz said Wirofon will also offer video call services.

With Wirofon technology, it will be possible to connect to PC cameras via the Internet. Fixed line users will need to have a cell phone that has a WiFi connection feature or any computer that has an Internet connection to use this service. Subscribers will pay Kr 9 per minute for video calls, including taxes.

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Top 40 best free Palm apps from Blorge

July 13, 2009

device

“Looking for free apps for your Palm? Check out this compilation of what we think are the top 40 best free Palm apps @ Top 40 best free Palm apps from Blorge “

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Everybody is talking about it: “Will Google OS beat Windows?”… I would say YES on many platforms…

July 13, 2009

“Can Google’s Chrome OS Challenge Windows in the Fast-Growing Netbook Market?

Google’s new Chrome Operating System (OS) represents a direct challenge to Microsoft’s hegemony in the burgeoning market for netbook software, according to iSuppli. Google’s Chrome OS will launch in the second half of 2010 and will initially target netbook PCs. However, the OS will not only run on netbooks based on Intel’s X86 architecture microprocessors, but also those using ARM-based chips, clearly showing the operating system is targeted at very low-cost netbooks….

google-chrome-five_1439439f

…Google versus Goliath

The announcement of Chrome sets the stage for battle royale between Google and Microsoft.

“Google’s launch of the Chrome Web browser served as a preliminary bout in the company’s battle with Microsoft, taking on the market leading OS, Internet Explorer,” said Matthew Wilkins, principal analyst, compute platforms research, for iSuppli. “However, with the PC OS version of Chrome, Google is ringing the bell for the main event.

“The arrival of the Chrome OS is a direct threat to one of Microsoft’s main revenue streams: sales of the Windows operating system for netbook PCs. It also comes at a time when Microsoft is on the eve of launching its most promising operating systems in a number of years: Windows 7.”…

…

…Google’s Chrome OS: A boon for wireless operators?

A key aspect of Chrome, and a major differentiator from Google’s Android, is that it runs in the “cloud,” meaning it’s essentially a Web-based OS, rather than one that entirely resides in the actual device’s hardware. This feature also distinguishes Chrome from the new wave of other mobile operating systems.

“The Chrome OS stimulates data traffic usage on mobile devices such as netbooks and Mobile Internet Devices (MIDs) by encouraging users to access applications running on the cloud,” said Jagdish Rebello, senior director and principal analyst at iSuppli. “Because of this, Google’s Chrome OS has the potential to drive increased data usage on netbooks and notebooks in a way that allows operators to monetize this data traffic.

“Revenue from broadband access will be a very important component of the data revenue of total revenues of wireless carriers worldwide. iSuppli projects that global revenue from mobile broadband access will grow to more than $180 billion in 2013, up from $61 billion in 2008.”…”

This news was picked from and details continue @ http://www.cellular-news.com/story/38480.php?s=h

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Twitter + iPhone 3Gs + Augmented Reality = TwittARound

July 10, 2009

“This is a video of the first beta version of TwittARound – an augmented reality Twitter viewer on the iPhone 3GS. It shows live tweets around your location on the horizon. Because of video see-through effect you see where the tweet comes from and how far it is away….

This news was picked from & details continue @ http://i.document.m05.de/?p=685

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Christian Dior makes fashion statement with mobile marketing

July 8, 2009

“Luxury brand Christian Dior has made mobile fashionable in its multichannel effort to promote its iconic Lady Dior handbag.

dior

The LVMH-owned apparel and accessories brand has made its black-and-white Alfred Hitchcock-like film, “The Lady Noire Affair,” available to iPhone users via a new application. Consumers can watch a trailer, the entire movie and its making all from their iPhone.

“With in-market competition and global demand for luxury goods at unprecedented levels, the world’s most respected designers and luxury brands are recognizing that old-fashioned marketing tactics are no longer the most viable means of engaging target audiences, particularly in a world dominated by online and mobile device usage,” said Paul Palmieri, president/CEO of Millennial Media Inc., a Baltimore, MD-based mobile ad network….”

And to ‘fashion-up’ your day a bit; here is the actual movie. Enjoy :)
Jem R

This news was picked from & details continue @ http://www.mobilemarketer.com/cms/news/video/3624.html

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Nokia Ovi Maps gives a fresh breath to mobile/online mapping!

July 6, 2009

NewOviMaps

New version of Nokia Ovi Maps, launched in UK last week and it is “enhanced through additional features and services, opening up a new world of possibilities with better maps than ever before: high resolution satellite and terrain maps – both in 2D and 3D views – 3D landmarks for over 200 cities, rotation, tilting, night view, and fly-overs and fly-throughs. Ovi Maps on the device offers also enriched POI information by Lonely Planet, Michelin and Wcities, as well as a weather service that provides 24 hour and 5-day forecasts.”

Really interesting & slick user interfaces; have a look when you have a chance:
“The latest version of the Ovi Maps for your device is available for download at www.nokia.com/maps.The Ovi Maps Beta on the web is accessible at www.maps.ovi.com.”

Wish you all a great week!

Jem R.

This news was picked from and details continue @ http://www.3g.co.uk/PR/July2009/New_version_of_the_Ovi_Maps_Now_Available.html

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Footwear Giant Foot Locker’s Mobile Strategy

July 1, 2009

“…Foot Locker offers consumers mobile coupons, text alert services, has a mobile VIP club, a mobile Web site and has done text to win promotions.

Foot Locker is a specialty athletic retailer that operates approximately 3,800 stores in 21 countries in North America, Europe and Australia.

4465

…To join the mobile VIP Club, consumers are encouraged to text JOIN to short code 562537. Or, they can go to the VIP Club’s mobile site at http://vip.footlocker.com from any Web-enabled phone.

Consumers that text in get a coupon texted to their phone for $10 off their next purchase of $50 or more. This coupon can only be redeemed in-store.

…The VIP Club’s mobile site gives consumers 24/7 access, since members always have their phone on them.

VIP members also get advanced notice of new product arrivals and get offers and content from Foot Locker partners.

Membership is customizable so users can choose preferences to receive more info about the brand and products they want to hear about.

The mobile site at http://mobile.footlocker.com to find a store, get directions, or click to call. Consumers can even bowse sneakers and buy them right from their phones…”

The article was picked from & details continue @ http://www.mobilemarketer.com/cms/news/database-crm/3581.html

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Free Calls Forever: Three (UK) Launch Nokia N97 With Skype!

June 30, 2009

(UK) “It’s the new flagship smartphone that’s got everyone talking and it’s coming to 3 – the only network in the UK currently promoting free Skype on the Nokia N97, as well as most of their handset range.

Three

Announcing itself as the world’s most advanced mobile computer, the N97 isn’t afraid to make big shouts, and now it has arrived. 3 is the first operator to embrace free Skype-to-Skype calling and IM on the phone via the Skype on 3 application.

As with all of 3’s Skype-enabled phones, making Skype-to-Skype calls on N97s using this application in the UK won’t cost consumers a penny. The phone will be available on contract from £35 a month, with voicemail and 300 minutes/texts. Internet can be added for £5 a month…”

The news was picked from & continues @ http://www.3g.co.uk/PR/June2009/Three_Launch_Nokia_N97_With_Skype.html

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Another Mobile Wallet news: Western Union Mobile to hit global

June 29, 2009

“…

The Western Union Co., together with its Vigo and Orlandi Valuta-branded money transfer services, provides consumers with ways to send and receive money worldwide, as well as send payments and buy money orders.

Western Union entered the mobile finance space in the second quarter of 2008, with an endorsement for a global pilot program by the GSM Association, a global trade association representing more than 750 mobile carriers worldwide.

West_Union_1

The Western Union Digital Vendor Program is open to mobile finance platform vendors who have successfully deployed a mobile money offering.

Certified vendors agree to maintain current version control against the Western Union money transfer service interface…

…Successful mobile money service offerings are typically deployed on a single-country basis and include three service providers working together in a single mobile finance ecosystem, according to Western Union.

Participants in this ecosystem include carriers, financial institutions and mobile platform providers.

Western Union connects into this ecosystem by providing money-transfer capabilities.

The company is certifying mobile platform vendors to reduce integration costs and accelerate go-to-market activities for banks and carriers by creating standard technical deployments.

Once a bank or carrier contracts with Western Union to activate its mobile money transfer service, its consumers will be able to send and/or receive money through Western Union’s global money transfer system, connected to more than 334,000 agent locations in 200 countries and territories…”

The article is picked from & continues @ http://www.mobilemarketer.com/cms/news/banking-payments/3564.html

(note: mobile wallet, mobile commerce, mobile banking… an important space to watch… jr)

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Best Australian iPhone 3GS Deals

June 29, 2009

iphone-3gs

“…Best deal on a 24-month contract: Vodafone’s $69 deal for the 16GB model offers 1GB of data and $400 of calls. On launch day, Optus announced a $10 rebate on its $79 plan which means it offers more calls and texts — but the fact you’ll still have to pay the tethering charge makes it a pricier deal unless you really just want the iPhone to be a phone.

Best deal on a 12-month contract: Optus was originally the only provider offering a 12-month contract, but Vodafone has also added that option, albeit with high handset charges. hard to pick here, though again tethering would be an issue for Optus users.

Best deal for an outright buy: If you can get to an Apple store, then its apparent prices of $879 for the 16GB model or $1040 for the 32GB will be hard to beat.

Best telco for tethering: Vodafone is the best option if tethering is a feature you want to use regularly as (opposed to occasionally) — Optus’ tethering charge puts it out of contention and Telstra’s data allowance is way too stingy…”

Picked from: http://www.lifehacker.com.au/2009/06/best-australian-iphone-3gs-deals/

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Worlds First MOBILE Augmented Reality Browser

June 26, 2009

“SPRXmobile has created what they claim is the world’s first augmented reality browser for mobile phones, named Layar. The program, which will only be available for Android phones at the moment, displays real-time digital information on top of the real-world locations it sees through a mobile device’s camera. Layar does not work by using any kind of image or object recognition, but rather through a combination of camera, compass and GPS.”

SPRXmobile explains:

“Layar is derived from location based services and works on mobile phones that include a camera, GPS and a compass. Layar is first avaliable for handsets with the Android operating system (the G1 and HTC Magic). It works as follows: Starting up the Layar application automatically activates the camera. The embedded GPS automatically knows the location of the phone and the compass determines in which direction the phone is facing. Each partner provides a set of location coordinates with relevant information which forms a digital layer. By tapping the side of the screen the user easily switches between layers. This makes Layar a new type of browser which combines digital and reality, which offers an augmented view of the world.”

picked from & continues @ http://www.psfk.com/

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