MMA SmartBrief: Europe, Middle East, & Africa Edition

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13 February 2013

News for mobile marketing professionals

Campaigns and Case Studies

Swarovski uses augmented reality in mobile-centered campaign
Swarovski is promoting its Tropical Paradise spring/summer line with a cross-platform campaign that includes augmented reality. Consumers can learn more about in-store displays marked "AR" by using a shopping application. The campaign also includes a contest tailored for U.K. shoppers and an application and microsite available in several languages. Luxury Daily (07 Feb.)

BBC looks to mobile to build global sports news audience
Sports news from around the globe is the focus of BBC.com's new mobile application, which offers scores, stats, news and commentary. The BBC hopes to tap the large audience on mobile devices for the network's international sports website. M&M Global (08 Feb.)

Industry News

MasterCard's Benjamin Jankowski to head Festival of Media
Global Awards panel
MasterCard's Benjamin Jankowski will be joined by representatives from several global brand giants, including Unilever, Avon and Nestlé, to judge the Festival of Media Global Awards 2013. More judges are to be announced later. The event will be in Montreux, Switzerland, in April. M&M Global (06 Feb.)

U.K. competition will send 20 entrants to Mobile World Congress
The U.K. government's Trade and Investment body is sponsoring a contest that will send representatives from 20 of the country's leading mobile companies to the 2013 Mobile World Congress in Barcelona. The contest will also allow one company to proclaim itself "U.K. Most Innovative Mobile Company 2013." CNET (11 Feb.)

Axiom Telecom looks to expand footprint in Middle East
Mobile payments across the Middle East are on the way from Axiom Telecom. The distributor of mobile devices hopes to increase profits by as much as 25% this year as it adds 40 more outlets in the Gulf area. The company also is considering acquisitions in the mobile space. Telecom Lead (India) (11 Feb.)

Market Trends and Research

Q4 sees surge in mobile advertising globally
Europe was in second place behind North America for total mobile ad impressions in the fourth quarter of 2012, according to an Opera Mediaworks report. Growth in mobile advertising during this latest period was twice that of any other quarter that year, the report said. Meanwhile, Android achieved a slight lead in global impression volume on smartphones, even as iOS remained the leader in monetisation. Mobile Marketing Magazine (08 Feb.)

SmartQuote

We spend our time searching for security and hate it when we get it."

--John Steinbeck,
American author

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