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mkodo Mobile Newsletter - February 2010

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GSMA Launch Mobile Media Metrics


The GSMA and comScore, Inc., in partnership with operators O2, Vodafone, Orange, T-Mobile and 3UK, today announced the official UK launch of the GSMA Mobile Media Metrics (MMM) product, a pioneering census-level solution for mobile media reporting. Taking irreversibly anonymised mobile Internet usage data from all five UK mobile operators, the service will provide comprehensive insights into mobile media consumption, empowering brands and agencies to plan effective and focused campaigns for the mobile medium.

The Mobile Media Metrics service provides a rich, aggregated view of mobile Internet usage behavior, enabling market-level analysis of site visitation and engagement metrics, such as page views, time spent on specific sites, and device types and features.

Based on pre-production data*, 16 million people in the UK accessed the Internet from their mobile phones in December 2009, viewing a combined total of 6.7 billion pages and spending an aggregate of 4.8 billion minutes online during the month. The top 10 sites accounted for 70 per cent of both total pages viewed and total time spent online on mobiles during the month.

Mobile Internet usage is accelerating, driven largely by the rise of smartphone devices, which are now used by one fifth of the total UK mobile subscriber base, according to comScore’s MobiLens survey. Significantly, while smartphone users represent just 29 per cent of the UK total mobile Internet audience, they accounted for 47 per cent of total page views, and 51 per cent of the total time spent online in December 2009.

The top mobile web sites in the UK in Dec, by numbers of unique users were:



Facebook achieved a reach of 31% amongst the total number of (unique) users accessing the mobile web in December.

For full details on the mechanics of the data collation process and even greater detail on the UK market go to the GSMA's Mobile Media Metrics area


Mobile Sportsbetting to boom in 2010

As mobile technology changes and as consumer sophistication regarding mobile devices grows it is apparent that embracing the mobile platform is essential for betting and gaming operators.

Already, betting operators can see mobile accounting for upwards of 10% of turnover - that makes mobile an essential channel and a massive opportunity going forward.

This month, E Gaming Review, the leading industry publication for UK betting and gaming, spoke with Mark Gibson of mkodo about which elements would make the biggest of splashes in the mobile pond this year.

To read the full article


MDA statistics on UK Messaging in 2009

Yet another record year as MDA reveals UK sends 11 million text messages an hour in its latest messaging report. The continued growth of messaging is highlighted by a 2009 daily average of 265 million text messages and 1.6 million picture messages.

Total number of text messages (SMS) sent in:

  • 2009 total 96.8 billion (23% increase on 2008)
  • 2008 total 78.9 billion (39% increase on 2007)
  • 2007 total 56.9 billion (36% increase on 2006)

Total number of picture messages (MMS) sent in:

  • 2009 total 601 million (9% increase on 2008)
  • 2008 total 553 million (23% increase on 2007)
  • 2007 total 449 million (34% increase on 2006)

Seasonal drivers still appear to propel the use of Picture Messaging, with 4.5 million picture messages being sent on Christmas Day itself, while Network Operators’ figures also indicated an upturn in picture messaging during the recent cold snap.

Text messaging traffic over the recent festive period continued to rise proportionately. Christmas Day 2009: 441,805, 870 (31% increase on 2008) New Years Eve/Day 2009/10: 874,033,799 (21% increase on 2008)

For more info on the MDA's most recent Mobile Trends report click here


Text-it launching Mobile CRM for major motor trade organisation

Text-it is a new and innovative SMS after-sales text messaging service, which has been specifically developed for the motor trade by Versitec 2000 Ltd and mkodo. Text-it will be rolling out in March through a trial phase for selected franchises who have relationships with Transglobal and the Retail Motor Industry Federation.

Text-it has been designed to

  • increase customer retention and loyalty
  • reducing marketing spend
  • provide a valuable customer feedback channel
  • create a simple SMS reminder system via mobile
  • involve minimal time or resource from the dealer

When customers visit dealerships using the service, their basic contact details are captured including mobile phone number. This info is collected, with the customer's permission, when the car is delivered for MOT, service, or other repair at the garage.

When the work is complete, the dealership checks a box against the customer database record which triggers a courtesy text alert to the customer advising them that the car is ready for collection. This is convenient for the customer and saves the dealership time making outbound calls or handling inbound calls from customers needing a time update.

When the customer collects the vehicle this triggers a second message the following day to checks whether they were happy with the service If dissatisfied a system-generated email or text to the service manager alerts the dealership to make the call and deal with the disgruntled customer. This enables problems to be dealt with swiftly and to the satisfaction of the customer.

Stuart Godfree, Executive Director, mkodo commented: "We are delighted to be involved in this service. It demonstrates mobile messaging use at its best: as part of an ongoing business process that offers a convenient and useful service to our clients' customers whilst meeting the clients' strategic objectives. The combination of mkodo's expertise in interactive messaging and Versitec's expert knowledge of the motor trade means that Text-in provides a robust and innovative solution to real issues in car dealership customer service.

Tim Gill, Versitec 2000 said: "The system is designed to be an integrated automated process saving time and resource for dealerships. It also offers a professional, consistent and relevant service to customers to build loyalty and maximise take up of repeat MOTs and car servicing."



BBC to reach out with Mobile News Apps

The BBC unveiled its mobile apps strategy this week at Mobile World Congress today, saying that it will kick things off with three iPhone applications and then ramp up quickly on all mobile platforms.

The first official BBC app for the iPhone will launch in April and will be focused on news content. The second app will launch soon after and focus on sports content. The third app the BBC says it is loking at would bring BBC’s iPlayer service to more mobile platforms.

Erik Huggers, the BBC’s director of future media and technology, said that the BBC is starting with the iPhone, but it is their goal to be inclusive of all mobile platform but that the current platform fragmentation is causing issues - "25 versions of the iPlayer is madness, is it really necessary to have that much of a fragmented market? Can you make it easier for content providers to get services out there?” Huggers asked the manufacturers and operators in Barcelona.