It is with great pleasure that we present to you a brand new edition of the Netsize Guide 2010, Mobile Renaissance. For the first time in its 9-year history the book is now updated in its publication year with five new interviews and hot new 2010 telecommunications market data. We´ve kept the original 2009 data, providing you with a unique quarterly view on the mobile telecommunications market trend in 40 countries globally.

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We´d also like to stay in touch with you via social media. Follow @NetsizeCorp and @NetsizeGuide on Twitter. You can also visit our Netsize Guide microsites – Mobile Renaissance and the Netsize briefing room on MSearchGroove – where you are welcome to post your suggestions regarding new topics and trends you feel we should explore in the Netsize Guide.

We are confident you will benefit from the content and case studies we are covering in our upcoming projects, and we look forward to learning what content and companies you would appreciate most.

1. Relevancy Rules

   The ability to deliver the right message to the right person is one of mobile’s biggest selling points. Add the right context (content, location and timeliness of the message), and the relevancy of the message is boosted in a major way. Precise targeting is the top reason for marketers to include mobile marketing in their plans.

   

   Mobile Marketing Drivers (Source: Netsize Mobile Marketing Survey 2009). Copyright 2009-2010 Netsize. All rights reserved. www.netsize.com

2. Inhibitors Vary

   Starting with mobile marketing will find you overcome a few hurdles. The quality of your database, in particular acquisition of opt-in mobile numbers and maintenance of data quality might be a concern, and adherence to rules and regulations. What should be a realistic expectation on conversion ratios, and how to objectively measure campaign results? What tools to use and how to integrate with your existing CRM or campaign systems? Discuss these questions with your mobile marketing provider to set the strategy that is right for you.

   

   Mobile Marketing Inhibitors (Source: Netsize Mobile Marketing Survey 2009). Copyright 2009-2010 Netsize. All rights reserved. www.netsize.com

3. Messaging Leads the Pack

   The survey uncovers a decidedly positive attitude toward mobile marketing approaches and formats that build on the popularity and usability of text messaging and made-for-mobile destinations. For reaching a mass market, SMS is best positioned by far. Quick and easy to use, well understood, and flexible to be used for two-way text communications and in combination with more advanced media and formats, such as the mobile web, barcodes and also mobile applications.

4. Keep the Customer

   Mobile marketing is used to acquire new customers as well as to retain existing customers. In the given economic circumstances it does not come as a surprise that retention marketing is showing strong growth. Mobile marketing adds value to loyalty programs, where relevant and timed messages increase the closeness of the brand to the consumer, and provide stimuli for him to act, or as some say, spend.

5. Teams Work

   Mobile marketing is team work. While companies are convinced of the benefits of mobile marketing, the vast majority of companies still lack the resources and know-how to achieve their goals alone. Activities that are typically outsourced to an external service provider are campaign execution, and analytics and reporting.

   

   Mobile Marketing Resources (Source: Netsize Mobile Marketing Survey 2009). Copyright 2009-2010 Netsize. All rights reserved. www.netsize.com

To learn more about how companies make the most from mobile marketing, visit www.netsize.com. Here you can also download the full Netsize Mobile Marketing Survey Summary Report (free pdf download).

Netsize offers mobile payment solutions based on operator billing (through premium SMS, MMS and WAP for example) for 100 mobile operators in 28 countries, reaching over 1 billion billable subscribers worldwide, and provides mobile messaging, with SMS and MMS delivery to over 200 countries.

Netsize was founded in 1999 by Stanislas Chesnais, who will remain as CEO. Prior to this capital increase, Gemalto already held 24% of Netsize. Headquartered in Levallois Peret, near Paris, France, Netsize employs approximately 180 people. Netsize will continue to operate as a stand-alone company within the Gemalto Group.

Olivier Piou, Chief Executive Officer of Gemalto, stated: “Gemalto invested in Netsize back in 2001 and was the first and largest outside investor in Netsize. It is natural extension of our long term relationship that Gemalto now becomes Netsize’s majority shareholder. Netsize’s mobile payment platform complements our rapidly expanding mobile software and services offering.”

“Netsize has been a pioneer in mobilizing business and commerce” commented Philippe Vallée, Executive Vice President for Telecom at Gemalto. “Netsize’s “one click” mobile payment solution is a key brick in enabling the monetization of mobile phone downloads and app-stores”.

Stanislas Chesnais, Founder and CEO of Netsize, added “Gemalto’s investment will facilitate our expansion into new markets such Latin America, Africa and South East Asia. We look forward to leveraging Gemalto’s digital security technology to make mobile payments even more pervasive and convenient”.

Investor Relations
Vincent Biraud
M.: +33(0) 6 08 48 33 23
vincent.biraud@gemalto.com

Corporate Communication
Rémi Calvet
M.: +33(0) 6 22 72 81 58
remi.calvet@gemalto.com

About Netsize
Netsize is a leading mobile communications and commerce enabler. Netsize solutions include Mobile Messaging, with SMS and MMS delivery in 200 countries; Mobile Payment through operator-based billing (Premium SMS, MMS and WAP) in 28 countries; and Mobile Content Management platforms with publishing & editing tools to manage messaging services and mobile Internet portals. Netsize manages more than 60 million mobile transactions per month for 800 customers worldwide, including Fortune 500 companies. With 180 employees in 10 offices worldwide, Netsize provides both robust technical infrastructure and marketing expertise to support this successful deployment on a global scale.

For more information about Netsize please visit www.netsize.com

About Gemalto
Gemalto (Euronext NL 0000400653 GTO) is the world leader in digital security with 2008 annual revenues of €1.68 billion, and 10,000 employees operating out of 75 offices, research and service centers in 40 countries.

Gemalto is at the heart of our evolving digital society. The freedom to communicate, travel, shop, bank, entertain, and work—anytime, anywhere—has become an integral part of what people want and expect, in ways that are convenient, enjoyable and secure.

Gemalto delivers on the growing demands of billions of people worldwide for mobile connectivity, identity and data protection, credit card safety, health and transportation services, e-government and national security. We do this by supplying to governments, wireless operators, banks and enterprises a wide range of secure personal devices, such as subscriber identification modules (SIM), Universal Integrated Circuit Card (UICC) in mobile phones, smart banking cards, smart card access badges, electronic passports, and USB tokens for online identity protection. To complete the solution we also provide software, systems and services to help our customers achieve their goals.

As the use of Gemalto’s software and secure devices increases with the number of people interacting in the digital and wireless world, the company is poised to thrive over the coming years.
For more information please visit www.gemalto.com.

The largest mobile network operator is Vodacom (52% market share, source: Vodacom), MTN is second (35% market share, source: MTN) and Cell C, a subsidiary of Saudi Arabia’s Oger Telecom, is third (4.2 million subscribers, 8.8% market share, source: Cell C). Some 7% have 3G subscriptions.

Mobile, anyone?

South Africa is a very attractive market for mobile services. According to a report from Frost & Sullivan, demand for mobile content services in South Africa will grow by an average of 15 per cent per year until 2013.

It is also the most advanced mobile territory in Africa, with a European-style infrastructure, and consumers whose first introduction to telecoms and the web comes from mobile. Mobile broadband usage is as common as fixed line.

The Mobile Marketing Association recently released some interesting statistics about the phenomenal growth in this market and the current state of mobile adoption in South Africa, as summarized in an article by 20fourLabs.

South Africa is a nation sparkling with confidence, higher than many parts of the world (source: Bureau for Economic Research), and with great ambitions as the 2010 World Cup is gripping this sports mad country!

Launching mobile content services in South Africa

In November Netsize launched its mPayment operator-based billing solution with South Africa coverage with MO premium and MT premium billing. On Vodacom and MTN (total 87% market share) both MT and MO premium are available, and a long number for sending and receiving messages.

Multiple price points per short code are possible. MO premium is available on Cell C with a single price point per short code. For the most common price points shared short codes will be available.

Applications …

Popular mobile applications include banking (money transfer services), advertisement (mobile marketing) and entertainment (content/infotainment and social networking).

Whereas traditional direct marketing and online marketing is costly and less effective due to the language situation and lack of broadband access, mobile is providing an alternative marketing channel. Direct and personal, it has the widest reach of all in this vast country.

With 4 times more people using sms than email, it is clear that in this country the mobile is everyone’s “first screen.”

Regulatory aspects

As most countries, South Africa has put in place industry self regulation. The WASPA Code of Conduct promotes fairness and decency in dealings with subscribers and members in the content value chain.

Advertising must follow the rules in the Advertising Code of Conduct, with clear communication on pricing matters. Operators have set some specific rules as well in particular for MT subscription services.

Online seminar

If you would like to know more on how to launch mobile content services in South Africa and Netsize mobile messaging, billing and marketing solutions, we invite you to view the Netsize online seminar on South Africa at www.netsize.com.

In our latest report, “Netsize Mobile Marketing Survey 2009: Can companies and brands rise to challenge and cash in on the mobile marketing opportunity?”, we explore the do’s and don’ts.

Key results

• Companies and brands bullish on mobile marketing benefits, but lack skills set to execute campaigns
• Strong growth ahead for SMS and MMS messaging, positive outlook for branded apps and mobile websites
• High interest in targeting consumers, but high concerns that opt-in databases won’t deliver

Click here to request your free copy of the 12-page Summary Report of this study, and we’ll send you an email with your personal download link to the report.

We’ll present the results of this study at the MobileSQUARED Roadshow “Taking Internet Mobile” seminar in London, November 5, 2009.

• International survey reveals companies and brands bullish on mobile marketing benefits, but lack skills set to execute campaigns
• Strong growth ahead for SMS and MMS messaging, positive outlook for branded apps and mobile websites
• High interest in targeting consumers, high concerns that opt-in databases won’t deliver

Among the key findings:

• Mobile is part of the mix to attract and keep customers: The vast majority of respondents (56%) currently use mobile to acquire new customers. But that will change as respondents follow through on their plans to boost customer retention and loyalty through mobile marketing (64%), streamline transactions (37%) and enable commerce and sales using a mobile device (37%).
• Messaging is essential: Usage of MMS is poised for significant growth, with with 22% of respondents revealing plans to double deployment in the next six months. The use of SMS messaging is also on the rise, but will move from a one-way message to a two-way conversation.
• Marked interest in more innovative formats: Respondents reported use of branded content will increase from 29% to 35%, use of branded apps will rise from 23% to 35%. Finally, use of mobile coupons and QR codes will jump from 20% to 31%.
• Mobile marketing is teamwork: The vast majority of respondents (47%) outsource to providers that can meet their requirements for a fully-managed marketing solution. Campaign execution services was the most sought-after skill (57%), followed by measurement, analytics and reporting (54%), technical services and integration (52%), and mobile campaign management (52%).
• Quality of opt-in campaign databases is a main concern: One-third of respondents (32%) expressed concern over the quality of the customer mobile phone numbers stored in their opt-in databases.

“Market adoption of mobile marketing is accelerating. The survey results and analysis show companies and brands recognize the business benefits associated with mobile marketing and are serious about integrating mobile in their strategies,” says Stanislas Chesnais, Chairman and CEO, Netsize. “Respondents told us they are increasing use of messaging to engage in conversations with consumers on their mobile phone, and stepping up efforts to harness other exciting formats and approaches such as WAP sites, mobile websites and branded content. This momentum can only grow as the economy picks up steam.”

ABOUT THE REPORT

“Netsize Mobile Marketing Survey 2009: Can companies and brands rise to challenge and cash in on the mobile marketing opportunity?” is available from www.netsize.com.
The survey was conducted by Netsize to determine the role and usage of mobile marketing and the perceived business benefits. In total 221 respondents from four regions (Europe, Americas, Asia Pacific/Australia and Africa/Middle East) participated in this online survey for the period from September 15, 2009 through October 1, 2009.

Netsize, leading mobile commerce and communications enabler, today announced the launch of its Global market survey for Mobile Marketing.

The survey aims to uncover the extent to which mobile marketing has become a mature instrument in the marketing mix. Researched topics include strategic drivers, tactics, resources, opt-in data and short term plans for deployment.

The survey follows the one that Netsize conducted end of 2008 in collaboration with Informa Telecoms & Media as part of the Netsize Guide 2009. The study found that the number of companies that spend over 5% of their digital budget on mobile was expected to increase from 30% to 49% by 2010, a growth of 63%.

“The results very clearly suggested that mobile marketing is bound to become main stream,” says Stanislas Chesnais, Chairman and CEO, Netsize. “This year’s survey provides a reality check: how are companies moving ahead with mobile marketing in the current economic frame, and what did they do to enable successful campaigns.”

The Netsize mobile marketing survey report will be published begin October. A summary of the report is available free of charge to all participants.

Participate in the survey

Netsize is currently conducting a global survey on mobile marketing. The survey aims to obtain insight to what extent mobile marketing has become a mature instrument in the marketing mix.

We regard mobile marketing as the use of a mobile phone for marketing communications, commerce and services, between a company and its targeted audiences.

Please share your views and experiences with others by participating in this survey.

If you would like to receive the summary report, you may fill in your email address at the end of this survey and we’ll send it to you by email at the beginning of October.

The survey will take approximately 10 minutes to complete and participation in the survey is anonymous.

To begin the survey, click here.

Paris, June 9, 2009 — Netsize, leading mobile commerce and communications enabler, today announced the availability of mMarketing V2.0, its web-based solution for managing mobile marketing campaigns.

“This new version enables resellers to provide their customers with a mobile marketing solution that runs out-of-the-box and can be custom-branded,” said Stéphane Roder, Group Marketing Director, Netsize. “Mobile marketing is crossing the chasm towards mass adoption. With Netsize mMarketing channel partners have the opportunity to start capitalizing on this trend in a key segment: small and medium-sized enterprises.”

Netsize mMarketing supports multiple media, including SMS, MMS, and Mobile Internet (WAP). Interactive marketing campaigns are simple to create as mMarketing supports the receipt of SMS responses.

During campaign execution, administrators remain in full control. They have a real-time view on progress and can suspend, resume and abort campaigns at any time. Campaign reports provide details on effective campaign reach and responses, including reply word statistics.

Netsize mMarketing is fully compliant with national messaging rules and regulations, and codes of conduct.

Mobile communications and commerce enabler Netsize today announced that Gameloft, a leading developer and publisher of video games on mobile phones and consoles, will be implementing its mPayment mobile payment solution. This pan-European agreement enables Gameloft customers to purchase games directly via premium SMS or from the Gameloft WAP shop.

In choosing Netsize, Gameloft is taking advantage of the company’s pan-European coverage in WAP billing wherever the offer is available at operators. In the UK, Netsize is an accredited payment intermediary and has implemented the latest proposed Payforit features in its mPayment solution

Netsize mPayment for Payforit lets mobile phone users buy goods and services using their mobile phones and charge the amount directly to their phone bill or deduct it from their pre-pay credit. Gameloft customers will benefit from greater pricing flexibility and more transparent billing. Netsize makes it easier for publishers to integrate mobile payment into their games because of a single integration API. This provides access to all available operator WAP and Premium SMS billing methods, as well as alternative payment methods.

“Mobile payment is critical to our business and our decision to work with Netsize is based on how their platform enables us to give our customers the best buying experience,” says Eve Arakelian, B2C Director, Gameloft. “Netsize provides a solid platform solution that does just that while at the same time being able to handle very large transaction volumes in the most efficient way.”

The new agreement builds on a long and close working relationship between the two companies. Gameloft has grown its European business using Netsize mobile solutions including Premium SMS, Standard Bulk SMS and WAP Billing since 2003.

Ludovic Maupain, VP Marketing and Operator Partnerships, Netsize added: “We’re delighted to be deepening our relationship with Gameloft. Gaming is a key growth segment in mobile value added services globally and Netsize has supported Gameloft in its successful deployment across Europe based on the breadth of our offering in bidirectional messaging, SMS billing and WAP Billing”.

The Gameloft agreement highlights the even wider global opportunities for Netsize in supporting mobile game operators and services. Informa Telecoms and Media estimates that the number of mobile game users worldwide will exceed 100 million in 2009 and is growing by 15% annually. Total mobile game revenues are estimated to reach US$ 4.8 billion globally in 2009 (Source: Informa)

Netsize recently announced that its online payment solution is now fully Payforit 2.0 compliant, making Netsize one of the few accredited payment intermediaries across all UK operators. Payforit is an online payment service that provides a common framework for charging consumers for content and services through the mobile internet and is supported by mobile operators including Vodafone, Orange, O2, 3 and T-Mobile.

About Gameloft
Gameloft (EPA:GFT) is a leading international publisher and developer of video games for mobile phones and consoles. Established in 1999, it has emerged as one of the top innovators in its field. The company creates games for mobile handsets equipped with Java, Brew or Symbian technology. The total number of games-enabled handsets is anticipated to exceed four billion units by 2012. Gameloft games are also available to players on WiiWare and DS, Microsoft’s Xbox LIVE Arcade, Apple’s iPod, iTouch and iPhones, and PCs.

Through agreements with major telephone wireless carriers, handset manufacturers, specialized distributors and its online shop, Gameloft has a distribution network in over 80 plus countries.