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<br /> BARCELONA!<br /> INSIGHT<br /> REPORT<br /> The mobile<br /> operator journey<br /> from advertising to<br /> marketing, and<br /> how to navigate it.<br /> MOBILE<br /> EUROPE<br /> EUROPE'S WIRELESS MAGAZINE issue no. 217 August/September 2011 www.mobileeurope.co.uk<br /> ALSO INSIDE:<br /> ROAMING<br /> STRUCTURES TO<br /> CHANGE<br /> > Rival telcos<br /> to be allowed to bid for<br /> separate roaming<br /> contracts.<br /> P09<br /> POLICY<br /> CONTROL<br /> > Find the money<br /> How mobile operators are<br /> using policy control to<br /> target and generate new<br /> service revenue streams.<br /> P34<br /> MOBILE MARKETING:<br /> Scan for your future<br /> NEXT LEVEL<br /> NETWORK<br /> OPTIMISATION<br /> > Getting the low down<br /> on how new tools are<br /> being used to optimise the<br /> user experience.<br /> P39<br /> Equip yourself to meet the challenges<br /> <a title="mobile europe aug/sept 2011 page 1" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=1"> BARCELONA! INSIGHT REPORT The mobil</a> <a title="mobile europe aug/sept 2011 page 2" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=2"> Equip yourself to meet the challenges </a> <a title="mobile europe aug/sept 2011 page 3" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=3"> “I need a high performance signal analyzer that w</a> <a title="mobile europe aug/sept 2011 page 4" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=4"> </a> <a title="mobile europe aug/sept 2011 page 5" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=5"> Contents August/September 2011 nd-up from Res nor</a> <a title="mobile europe aug/sept 2011 page 6" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=6"> Comment editor: keith dyer Can the industry affor</a> <a title="mobile europe aug/sept 2011 page 7" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=7"> </a> <a title="mobile europe aug/sept 2011 page 8" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=8"> News results...results l Everything Everywhere ER</a> <a title="mobile europe aug/sept 2011 page 9" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=9"> News operator WiFi WIFI BECOMING STRATEGIC </a> <a title="mobile europe aug/sept 2011 page 10" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=10"> News advertising & marketing O2 ENTERS OFFERS MAR</a> <a title="mobile europe aug/sept 2011 page 11" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=11"> News roaming legislation l M2M roaming EC OUTLINE</a> <a title="mobile europe aug/sept 2011 page 12" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=12"> News innovation l NFC in Turkey LEGACY CULTURE ST</a> <a title="mobile europe aug/sept 2011 page 13" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=13"> News consumer survey l operator app channels CONS</a> <a title="mobile europe aug/sept 2011 page 14" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=14"> News Vodafone and O2 results VODAFONE SEES NORTH-</a> <a title="mobile europe aug/sept 2011 page 15" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=15"> News German spectrum l Greek spectrum l Radisys a</a> <a title="mobile europe aug/sept 2011 page 16" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=16"> </a> <a title="mobile europe aug/sept 2011 page 17" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=17"> MOBILE EUROPEINSIGHT REPORT The operator journe</a> <a title="mobile europe aug/sept 2011 page 18" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=18"> INSIGHT REPORT SPONSOR'S FOREWORD At Velti, w</a> <a title="mobile europe aug/sept 2011 page 19" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=19"> SPONSORED INTERVIEW GROWING REVENUE AND RETENTION</a> <a title="mobile europe aug/sept 2011 page 20" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=20"> SPONSORED INTERVIEW KEITH DYER: Why did Orange Sp</a> <a title="mobile europe aug/sept 2011 page 21" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=21"> SPONSORED INTERVIEW However the targeting marketi</a> <a title="mobile europe aug/sept 2011 page 22" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=22"> ???????? INSIGHT REPORT EVOLVING BEYOND ADVERT</a> <a title="mobile europe aug/sept 2011 page 23" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=23"> INSIGHT REPORT Figure 1: Total mobile ad spend, </a> <a title="mobile europe aug/sept 2011 page 24" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=24"> INSIGHT REPORT Mobile Advertising Value Chain 20</a> <a title="mobile europe aug/sept 2011 page 25" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=25"> INSIGHT REPORT Figure 3: UK mobile display fore</a> <a title="mobile europe aug/sept 2011 page 26" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=26"> ???????? INSIGHT REPORT released in the Nether</a> <a title="mobile europe aug/sept 2011 page 27" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=27"> INSIGHT REPORT M-COMMERCE: THE DRIVING FORCE </a> <a title="mobile europe aug/sept 2011 page 28" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=28"> INSIGHT REPORT </a> <a title="mobile europe aug/sept 2011 page 29" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=29"> INSIGHT REPORT the store, and help them get the</a> <a title="mobile europe aug/sept 2011 page 30" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=30"> SPONSORED FEATURE INTERACTIVE SMS - THE NEXT GEN</a> <a title="mobile europe aug/sept 2011 page 31" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=31"> SPONSORED FEATURE Interactive SMS, by Gemalto ·</a> <a title="mobile europe aug/sept 2011 page 32" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=32"> SPONSORED INTERVIEW GOING MOBILE: CHANGING THE MI</a> <a title="mobile europe aug/sept 2011 page 33" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=33"> SPONSORED INTERVIEW I gave up trying to predi</a> <a title="mobile europe aug/sept 2011 page 34" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=34"> Advertorial: Video optimisation HANDLING THE MO</a> <a title="mobile europe aug/sept 2011 page 35" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=35"> Advertorial: Video optimisation JUST-IN-</a> <a title="mobile europe aug/sept 2011 page 36" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=36"> Policy Management MOBILE'S MONETARY POLICY Pol</a> <a title="mobile europe aug/sept 2011 page 37" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=37"> Policy Management bandwidth caps, particula</a> <a title="mobile europe aug/sept 2011 page 38" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=38"> </a> <a title="mobile europe aug/sept 2011 page 39" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=39"> </a> <a title="mobile europe aug/sept 2011 page 40" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=40"> Policy Management Keep an eye out for work</a> <a title="mobile europe aug/sept 2011 page 41" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=41"> Network optimisation HOW LOW CAN YOU GO? Driv</a> <a title="mobile europe aug/sept 2011 page 42" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=42"> Network optimisation to cover the entire</a> <a title="mobile europe aug/sept 2011 page 43" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=43"> measure is provided for users over any period. </a> <a title="mobile europe aug/sept 2011 page 44" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=44"> Diary & Notes CONFERENCE HIGHLIGHTS </a> <a title="mobile europe aug/sept 2011 page 45" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=45"> </a> <a title="mobile europe aug/sept 2011 page 46" href="http://viewer.zmags.co.uk/publication/91f7c87d?page=46"> </a>