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  • US Mobile Market Ready for Location-Based Advertising

    INTERVIEW: Location-based advertising (LBA) is still in its early stages – and has so far mostly been rolled out in European markets, including France, Romania and Germany.

    Now TechnoCom has brought a mobile advertising and marketing content delivery platform to the US where it believes the opportunities are huge.

    Smartphone.biz-news spoke to Janice Partyka, vice president of external affairs at TechnoCom, about its SpotOn GPS application and plans for combining location-aware advertising with navigation.

    TechnoCom last month announced that it was launching SpotOn GPS, a mobile navigation system that offers turn-by-turn navigation, search and mapping.

    Nothing particularly startling in that. But where this hosted solution differs is that it is a mobile advertising and marketing content delivery platform that combines advertising with navigation.

    What makes this interesting – especially at a time when budgets are being fiercely scrutinised – is the potential it offers carriers and brands to increase the effectiveness and reach of advertising and promotional messaging.

    The argument is that the return on investment from mobile advertising dollars is greatly enhanced by presenting ads, coupons and offers to consumers at select times, in the right places and close to points of sale.

    Recent figures show that the mobile advertising market in the US is expected to reach USD $2.3 billion, roughly 25 per cent of the overall market by 2011.

    Janice Partyka, vice president of external affairs at TechnoCom

    The largest segment is expected to be mobile couponing reaching almost USD $4 billion by 2011 or 42 per cent of the overall market.

    Janice Partyka, vice president of external affairs at TechnoCom, said a key factor in launching the navigation system was their popularity as mobile applications.

    "We see it as a marketing and advertising pipe," she said. "In Europe there are offerings that combine navigation with advertising and marketing. But we are the first to introduce it to the US."

    Appeal of LBS

    Location-based advertising has been shown to yield significantly higher conversion rates with direct response modes, such as click-to-locate and click-to-navigate, compared to non-location-based advertising.

    This makes LBA and navigation an appealing combination.

    Helping drive the adoption of both is that fact that for end-users, ad-funded navigation can represent a balance between exposure to advertising and access to reduced-cost, or potentially free, navigation.

    Partyka told smartphone.biz-news that market research shows that a large percentage of people say "yes" when asked if they would be interested in an offering that deferred subscriber costs.

    "We have to be smart about it and not make the advert very intrusive," she said.

    "It has to be relevant to who they are and what they are doing."

    So while someone might appreciate receiving an offer from a nearby restaurant at lunchtime, they are unlikely to be so well disposed to getting one at midnight.
    "That’s not useful. Relevance is really important," said Partyka.

    She said that as well as carriers – the traditional channel for navigation – there were other options for SpotOn GPS.

    These include affinity groups, such as airline mileage rewards programs, shopping clubs or travel clubs, all of which can offer search listings of their inventory, suppliers, and partners.

    Partyka said that, for instance, a mileage program can list restaurants or hotels that offer their customers extra mileage incentives.

    The mileage program member may decide to view hotels on a map, receive coupons, offers and advertisements; click-tocall; connect to a website to see rates and book nights; and click-to-navigate to the business’s location.

    Partyka said this extends the reach of partners to get bookings.

    She said SpotOn GPS has other applications, such as a large retailer branding the application to always show its locations on maps, provide special offers that are regionally or outlet-specific, highlight certain vendors, and display loyalty messages.

    Other customers, such as wireless operators, may opt for third-party advertisements that SpotOn GPS offers as a bundle.

    Flexible Revenue Model

    But Partyka said that what SpotOn GPS also offers is flexibilty when it comes to the revenue model being used.

    While the traditional method is for navigation to be offered to end users on a monthly subscription, TechnoCom’s app can be be adapted to its customer’s requirements.

    The revenue models include subscriptions, premium content fees and advertising transaction fees.

    So this can range from a client paying the full fee or chosing a mix of reduced subscription with a share of advertising revenues – to the extent that it could is heavily discounted or even free.

    Partyka said that how customers end up working the charge with the end user depends on them.

    "In some cases they would not charge the end user for the service," she said.

    So, for example, it could be part of the American Express offering for Platinum Card holders, with the cost fully absorbed by membership charges or promotion budgets.

    "Someone else might make a minimum charge but much less than what would have found before," she said.

    Speedy Launch

    Designed as a turn-key solution, SpotOn GPS can be ready for service launch within sixty days of contract signing.

    Partyka said the app does what any other navigation, search and mapping service does.

    Worldwide rich mapping options include street maps, 3-D map views and satellite images. Location-specific traffic and weather are also offered.

    She said it is initially being supported on Windows Mobile, Blackberry and Java handsets but will be coming out on Android in Q3 and the iPhone Q4 2009.

    Based on LocatioNet’s amAze GPS service, it has has been white-labeled by leading international carriers and service providers, including Bouygues France, Orange Israel, Vodafone Romania and Telegate Germany.

    Partyka said SpoOn GPS is aimed at a wide range of end-users with access to international local search databases, and text and voice prompted instructions in thirteen languages with more being added.

    Other features being developed include user generated content, such as enabling users to identify where speed traps are located.

    TechnoCom expects to have its first customers for SpotOn GPS shortly, according to Partyka: "This is the beginning of the market. We have clients that are ready for it."

  • Wireless Broadband World Africa 2009: South Africa to Allocate WiMax This Month

    Paris Mashile, chairman of the Independent Communications Authority of South Africa (ICASA), has said that WiMax spectrum in the country will be allocated within 30 days with operators getting 30 MHz each.

    ICASA published its final decision on the awarding of radio frequency spectrum. The document included the selection process of suitable companies, how much spectrum should be allocated to each operator and whether licences will be awarded to national or regional players.

    On the question of how the remaining WiMax spectrum will be dished out, ICASA decided to allocate 30MHz per operator on a technology-neutral basis, and stipulated that six additional national licences will be issued in the 2.5GHz band.

    This decision drew sharp criticism from various industry players, including Neotel. It was argued that limited spectrum not only increases the cost of providing WiMax services, but also limits the speeds which can be offered to end users.

    Neotel’s CTO, Angus Hay, said: “Neotel is of the opinion that it would not be possible to operate a WiMax wireless access network at maximum efficiency, and pass on benefits if operators are each awarded only 20MHz of spectrum in the 2.5GHz band.”

    “In particular, this spectrum limit places a limit on the transmission speed possible, which is one of the key benefits of a technology like WiMax to the end customer. Neotel therefore shares the view of many WiMax experts that 30MHz per operator (a re-use factor of 3, with 10MHz per sector, three sectors per base station) is the least required for an operator to build a network to deliver true broadband services to the customer.”

    ICASA Chairman Paris Mashile recently indicated that the process for licensing the sought after 2.6 GHz and 3.5 GHz spectrum – typically referred to as WiMax spectrum – will be announced towards the end of July. Speaking to Biz-News Mashile, was non-committal as to the exact date, “ We have 30 days to announce, remember we are not only dealing with WiMax but all the scarce resources,” he said.

    Mashile provided insight into what is contained in this document, which includes that the spectrum will be technology neutral, that there will be a 30% HDI requirement and that spectrum will initially be handed out on a beauty contest model followed by a spectrum auction.

    The first document regarding the awarding of radio frequency spectrum states that a company to which spectrum will be allocated must be minimum 51% black owned with an emphasis on woman in line with broad based BEE. This was widely criticized by industry, and the 30% HDI requirement is likely to be welcomed by industry as a more sensible criteria.

  • Successful IFA Business Model Drives Markets in 2009


    ADVERTORIAL: Product debuts and important industry topics such as ecology, lifestyle, HDTV & wireless communications the main features at IFA 2009

    For the second time, and with an even more comprehensive show, the leading brands of the consumer electronics and electrical home appliances industries will be jointly represented on the Berlin Exhibition Grounds at IFA 2009.

    Traditionally a large number of new technologies and products make their debut at IFA.

    IFA Director Jens Heithecker: "In 2008 the industry took the IFA to pole position with a previously unmatched number of product debuts. IFA 2009 will be building on this."

    Dr. Rainer Hecker added: "High-quality, wide-ranging brand presentations will once again feature significantly at IFA 2009 in Berlin.

    "The consumer electronics range of products covers the entire market.

    "It includes innovative, flat-screen TVs, home cinema systems, high-resolution media and intelligent networking solutions, as well as all types of mobile devices.

    "As regards electrical home appliances, the focus is on ease of use and health and wellness where fridges, washing machines, tumble driers, dishwashers, kitchen appliances, hairdriers and personal hygiene appliances are concerned.

    "In both product sections an eco-friendly approach and using water and electricity in a responsible manner are at a premium."

    IFA is the meeting place of leading international companies from both industries.

    As the leading venue for doing business it moves markets, as it comprehensively serves and targets the structures of the wider trade. With its unique flair IFA provides the perfect setting for the ultimate experience of consumer electronics and home appliances brands.

    Thus IFA combines fascinating innovations and exciting entertainment with a show. What is more, Berlin is where media political decisions are made.

    "IFA brings the markets together in a unique way. It provides an ideal platform for international retailers, buyers, consumers, the industry and the media," Dr. Rainer Hecker continued.

    "This autumn at IFA 2009 we will be sending out clear and positive signals to the economy."

    TecWatch – the name says everything

    The TWF has taken off in a new direction. In future, as the IFA TecWatch, it will be offering European research projects, developers from industry, international trade associations, as well as German research institutions and universities an exclusive platform for presenting product firsts.

    In 2009 the main topics will be devoted to assisted living, the personal home, innovative audio and smart interfaces. Thus TecWatch will without a doubt be the international attraction for technologically interested exhibitors, visitors, experts and the media.

    Trade visitors and the media can register as of now

    Starting in June, trade visitors can purchase their ticket to the IFA in comfort from the online ticket shop, at a reduced advance sales price.

    Alternatively, they can redeem a ticket voucher. The IFA ticket shop is open at www.ifa-berlin.com.

    Be it special travel packages, the Fast Lane, an exclusive reception area or leading specialist forums, starting now the IFA Website has information on special services for trade visitors coming to IFA.

    As of now members of the media who can submit proof of their identity as journalists can register online under "Press" on the IFA website.

    Advance registrations will be accepted until 20 August 2009.

    Information available under "Press" on the IFA website includes press releases, press appointments with exhibitors at IFA and the organisers of IFA, innovations at IFA and press photos of IFA.

    Amy MacDonald to open IFA 2009 live in the Summer Garden.

    With her album having gone double platinum and reaching top spot in the UK charts the mega star will take to the stage with an exclusive performance presented by IFA in the Summer Garden on Thursday, 3 September 2009.

    Tickets for the IFA Summer Garden concert with Amy Macdonald are available as of now from all the usual outlets as well as under: +49/ 1805-570 060.

    Online tickets are available at: www.eventim.de or www.ticketmaster.de.

    Costing 35 euros (plus advance booking fee), these tickets let holders not only enjoy the concert but also grant admission to IFA on any of the subsequent days. More details on the programme of events at IFA 2009 can be found at www.ifa-berlin.com/ Events.

  • Corsair Launches new 'Extreme' Series High-Performance SSDs


    Corsair has added another "s" to solid state storage with its latest offering – Speed.

    The Extreme Series X32, X64 and X128 high-performance SSDs, in 32GB, 64GB and 128GB densities respectively, offer read speeds of up to 240MB/s and write speeds of up to 170MB/s.

    Built using the renowned Indilinx Barefoot controller and Samsung MLC NAND flash memory, the Extreme Series can justifiably claim to have the highest performance currently available on the market.

    Jim Carlton, VP of Marketing at Corsair, said the combination of the Indilinx Barefoot controller, Samsung flash memory, and 64MB of on-board cache delivers "blistering, stutter-free performance".

    He said the SSDs eliminateg the bottleneck imposed by traditional mechanical hard disks.

    "The new Extreme Series SSDs are ideal for use as primary drives in desktop and notebooks systems, and also for RAID 0 configurations in high-performance desktops for enthusiasts who want extreme performance," he said.

    All Extreme Series SSDs feature end-user upgradable firmware to allow for new features to be added, such as the upcoming TRIM command for Windows 7 and other operating systems, which maintains optimal performance over time.

    Firmware upgrades and support for the Extreme Series SSDs will be available via Corsair’s website, and drives can be updated without the need to wipe data from the SSD, ensuring seamless upgrades.

    The Corsair Extreme Series X32, X64 and X128 solid-state drives are available immediately.

    No information is available yet on pricing.

  • STEC Signs $120 Million Deal for ZeusIOPS SSDs


    STEC has signed an agreement with one of its largest enterprise storage customers for sales of USD $120 million of ZeusIOPS SSDs in the second half of 2009.

    With this agreement signed, the company is now forecasting revenue from the sale of its ZeusIOPS drives will exceed USD $220 million in 2009.

    Manouch Moshayedi, chairman and chief executive officer of STEC, said the agreement reflects the enterprise storage manufacturer’s continued commitment to integrate STEC’s SSD technology into the manufacturer’s systems.

    He said it validates significant storage system performance improvements enabled by STEC’s ZeusIOPS SSDs in these enterprise systems.

    "We are pleased to see that sales of our customer’s enterprise storage systems utilizing our ZeusIOPS drives have grown significantly over the past few years," he said.

    "Our customers have helped evangelize this technology and we are glad to be partnered with them as we expect that they will help drive further innovation in SSD usage in the highest-end of the enterprise storage markets."

    The STEC ZeusIOPS SSD product family offers an array of options for enterprise system architects. ZeusIOPS SSD provides a wide range of interface options, spanning Fibre Channel to SAS to SATA, as well as the widest range of capacity options, spanning 73GB to 1TB.

    Fundamental to the ZeusIOPS product family is the proprietary SSD architecture which renders an enterprise-optimized storage device with an unprecedented combination of performance and energy efficiency.

  • Verbatim Boosts Portable Hard Drives with SureFire FW800/USB2 HDD Line


    Verbatim has launched a new line of portable combo FW800/USB2 HDDs available in capacities of 250GB, 320GB and 500GB.

    The company says the rugged palm-sized FireWire drives combine power, convenience and reliability with a compact, sleek design that can be plugged into almost any computer.

    The bus-powered drives are equipped with one USB 2.0 port, and one FireWire 800 port to deliver high-speed transfer rates of up to 800MB/sec. for FireWire 800 connections and 480MB/sec. when connected with USB 2.0 – without requiring an AC power adapter.

    Ready to use right out of the box, all cables are included.

    Housed in a durable black aluminum-extruded case with a fingerprint-resistant matte finish, the 2.5" drive features a 5400rpm spindle speed and 8MB of cache memory to optimize performance.

    A black protective carrying case designed to match the sleek lines of the SureFire HD is also included.

    Verbatim’s new SureFire portable HDDs weigh 0.41 lbs. (186g), and measure 3.13" x 5.0" 0.66" (81mm x 128mm x 15mm), making them easy to transport from system to system and place to place.

    The suggested retail pricing is USD $109.99 for the 250GB version, USD $139.99 for the 320GB version and USD $179.99 for the 500GB drive.

    The complete package includes a SureFire hard drive, FireWire 800-800, FireWire 800-400, USB 2.0 and USB power cable for systems limiting power over the USB port, a carrying case and a user guide.

  • Virident Appoints DeMartino to Focus on Web 2.0 Data Center Presence


    Virident Systems has appointed industry veteran Bob DeMartino to drive the growth of its GreenCloud server platforms in Web 2.0 data centers.

    DeMartino joins Virident from Sun Microsystems bringing over twenty years of sales and market development experience with both large, established enterprise and start-up technology firms.

    In the mid-‘90s, DeMartino managed Sun’s enterprise business in the Central US region to well over half-a-billion dollars in revenue, and helped develop Sun’s channel strategy including reseller incentive programs and coverage models.

    DeMartino left Sun for several successful startups, yet returned to Sun in 2008 to lead their Web 2.0 effort, including managing the Web 2.0 Customer Executive Advisory Council, composed of 30 leading web companies.

    He was responsible for USD $280 million in worldwide revenues within the Web 2.0 infrastructure, working with companies such as EBay, LinkedIn, Yahoo, and Mixi.
    The GreenCloud server platform is based on Storage Class Memory and is a pioneer in SmartScaling.

    Virident VP of sales and dervices Michael Hunt said: "Bob’s experience with major accounts and system selling to the enterprise data centers together with his in-depth understanding of the major challenges facing customers in the SaaS and Web 2.0 industry are key assets that will help drive early customer adoption for us.

    "As Virident grows, we are building a world-class team to support the needs of our customers and we are proud to add Bob to the team."

  • Successful IFA Business Model Drives Markets in 2009


    ADVERTORIAL: Product debuts and important industry topics such as ecology, lifestyle, HDTV & wireless communications the main features at IFA 2009.

    For the second time, and with an even more comprehensive show, the leading brands of the consumer electronics and electrical home appliances industries will be jointly represented on the Berlin Exhibition Grounds at IFA 2009.

    Traditionally a large number of new technologies and products make their debut at IFA.

    IFA Director Jens Heithecker: "In 2008 the industry took the IFA to pole position with a previously unmatched number of product debuts. IFA 2009 will be building on this."

    Dr. Rainer Hecker added: "High-quality, wide-ranging brand presentations will once again feature significantly at IFA 2009 in Berlin.

    "The consumer electronics range of products covers the entire market.

    "It includes innovative, flat-screen TVs, home cinema systems, high-resolution media and intelligent networking solutions, as well as all types of mobile devices.

    "As regards electrical home appliances, the focus is on ease of use and health and wellness where fridges, washing machines, tumble driers, dishwashers, kitchen appliances, hairdriers and personal hygiene appliances are concerned.

    "In both product sections an eco-friendly approach and using water and electricity in a responsible manner are at a premium."

    IFA is the meeting place of leading international companies from both industries.

    As the leading venue for doing business it moves markets, as it comprehensively serves and targets the structures of the wider trade. With its unique flair IFA provides the perfect setting for the ultimate experience of consumer electronics and home appliances brands.

    Thus IFA combines fascinating innovations and exciting entertainment with a show. What is more, Berlin is where media political decisions are made.

    "IFA brings the markets together in a unique way. It provides an ideal platform for international retailers, buyers, consumers, the industry and the media," Dr. Rainer Hecker continued.

    "This autumn at IFA 2009 we will be sending out clear and positive signals to the economy."

    TecWatch – the name says everything

    The TWF has taken off in a new direction. In future, as the IFA TecWatch, it will be offering European research projects, developers from industry, international trade associations, as well as German research institutions and universities an exclusive platform for presenting product firsts.

    In 2009 the main topics will be devoted to assisted living, the personal home, innovative audio and smart interfaces. Thus TecWatch will without a doubt be the international attraction for technologically interested exhibitors, visitors, experts and the media.

    Trade visitors and the media can register as of now.

    Starting in June, trade visitors can purchase their ticket to the IFA in comfort from the online ticket shop, at a reduced advance sales price.

    Alternatively, they can redeem a ticket voucher. The IFA ticket shop is open at www.ifa-berlin.com.

    Be it special travel packages, the Fast Lane, an exclusive reception area or leading specialist forums, starting now the IFA Website has information on special services for trade visitors coming to IFA.

    As of now members of the media who can submit proof of their identity as journalists can register online under "Press" on the IFA website.

    Advance registrations will be accepted until 20 August 2009.

    Information available under "Press" on the IFA website includes press releases, press appointments with exhibitors at IFA and the organisers of IFA, innovations at IFA and press photos of IFA.

    Amy MacDonald to open IFA 2009 live in the Summer Garden

    With her album having gone double platinum and reaching top spot in the UK charts the mega star will take to the stage with an exclusive performance presented by IFA in the Summer Garden on Thursday, 3 September 2009.

    Tickets for the IFA Summer Garden concert with Amy Macdonald are available as of now from all the usual outlets as well as under: +49/ 1805-570 060.

    Online tickets are available at: www.eventim.de or www.ticketmaster.de.

    Costing 35 euros (plus advance booking fee), these tickets let holders not only enjoy the concert but also grant admission to IFA on any of the subsequent days. More details on the programme of events at IFA 2009 can be found at www.ifa-berlin.com/ Events.

  • JAJAH Embraces Online Dating Industry


    JAJAH has been chosen as the IP platform for online dating sites Match.com and eHarmony.

    The expansion of JAJAH’s platform to service the rapidly growing online dating industry gives users the ability to talk, SMS and leave voice messages for prospective partners, while keeping their personal details private.

    Online daters can call each other using JaJah’s VoIP on their normal phone.

    This feature could be a key one – and could see JAJAH do well out of the market for Internet dating communications.

    Trevor Healy, JAJAH CEO, said its IP platform meant privacy is no longer an issue for those looking for love online.

    In what is certainly a bold claim, he added: "By removing the privacy concerns around making that phone call, the JAJAH platform is giving more people the chance to find true love sooner."

  • Successful IFA Business Model Drives Markets in 2009


    ADVERTORIAL: Product debuts and important industry topics such as ecology, lifestyle, HDTV & wireless communications the main features at IFA 2009.

    For the second time, and with an even more comprehensive show, the leading brands of the consumer electronics and electrical home appliances industries will be jointly represented on the Berlin Exhibition Grounds at IFA 2009.

    Traditionally a large number of new technologies and products make their debut at IFA.

    IFA Director Jens Heithecker: "In 2008 the industry took the IFA to pole position with a previously unmatched number of product debuts. IFA 2009 will be building on this."

    Dr. Rainer Hecker added: "High-quality, wide-ranging brand presentations will once again feature significantly at IFA 2009 in Berlin.

    "The consumer electronics range of products covers the entire market.

    "It includes innovative, flat-screen TVs, home cinema systems, high-resolution media and intelligent networking solutions, as well as all types of mobile devices.

    "As regards electrical home appliances, the focus is on ease of use and health and wellness where fridges, washing machines, tumble driers, dishwashers, kitchen appliances, hairdriers and personal hygiene appliances are concerned.

    "In both product sections an eco-friendly approach and using water and electricity in a responsible manner are at a premium."

    IFA is the meeting place of leading international companies from both industries.

    As the leading venue for doing business it moves markets, as it comprehensively serves and targets the structures of the wider trade. With its unique flair IFA provides the perfect setting for the ultimate experience of consumer electronics and home appliances brands.

    Thus IFA combines fascinating innovations and exciting entertainment with a show. What is more, Berlin is where media political decisions are made.

    "IFA brings the markets together in a unique way. It provides an ideal platform for international retailers, buyers, consumers, the industry and the media," Dr. Rainer Hecker continued.

    "This autumn at IFA 2009 we will be sending out clear and positive signals to the economy."

    TecWatch – the name says everything

    The TWF has taken off in a new direction. In future, as the IFA TecWatch, it will be offering European research projects, developers from industry, international trade associations, as well as German research institutions and universities an exclusive platform for presenting product firsts.

    In 2009 the main topics will be devoted to assisted living, the personal home, innovative audio and smart interfaces. Thus TecWatch will without a doubt be the international attraction for technologically interested exhibitors, visitors, experts and the media.

    Trade visitors and the media can register as of now

    Starting in June, trade visitors can purchase their ticket to the IFA in comfort from the online ticket shop, at a reduced advance sales price.

    Alternatively, they can redeem a ticket voucher. The IFA ticket shop is open at www.ifa-berlin.com.

    Be it special travel packages, the Fast Lane, an exclusive reception area or leading specialist forums, starting now the IFA Website has information on special services for trade visitors coming to IFA.

    As of now members of the media who can submit proof of their identity as journalists can register online under "Press" on the IFA website.

    Advance registrations will be accepted until 20 August 2009.

    Information available under "Press" on the IFA website includes press releases, press appointments with exhibitors at IFA and the organisers of IFA, innovations at IFA and press photos of IFA.

    Amy MacDonald to open IFA 2009 live in the Summer Garden

    With her album having gone double platinum and reaching top spot in the UK charts the mega star will take to the stage with an exclusive performance presented by IFA in the Summer Garden on Thursday, 3 September 2009.

    Tickets for the IFA Summer Garden concert with Amy Macdonald are available as of now from all the usual outlets as well as under: +49/ 1805-570 060.

    Online tickets are available at: www.eventim.de or www.ticketmaster.de.

    Costing 35 euros (plus advance booking fee), these tickets let holders not only enjoy the concert but also grant admission to IFA on any of the subsequent days. More details on the programme of events at IFA 2009 can be found at www.ifa-berlin.com/ Events.