MMA SmartBrief: Europe, Middle East, & Africa Edition

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05 December 2012

News for mobile marketing professionals

Campaigns and Case Studies

U.K.'s Tapestry connects mobile users with nearby products
A mobile user's digital identity is the key for the new U.K. fashion application Tapestry, which tries to match up consumers with products in the store they're currently visiting. The app encourages users to build up a personal catalog of fashion items they might purchase in the future, which then links with the e-commerce databases of retailers. TechCrunch (28 Nov.)

Ferrari app turns currency into a 3D sports car
Ferrari's application uses mobile features such as augmented reality, cameras and wallpaper, Tricia Carr writes. The paid Ferrari Mania app includes a speed simulator, an alarm clock designed to look like one of the auto's yellow tachometers and a function that allows users to see paper currency "transform" into the shape of a 3D Ferrari. Luxury Daily (03 Dec.)

Industry News

Mobile operators in Europe team to meet Internet messaging challenge
Responding to the challenge posed by various Internet services, major mobile operators in Europe are teaming to develop their own tools for instant messaging and content sharing. The joyn brand made its bow last week in Spain, with subscribers to Movistar -- which is owned by Telefónica -- along with Orange and Vodafone linked via the service. Computerworld UK/IDG News Service (29 Nov.), Techworld (U.K.) (29 Nov.)

Cheil U.K. creates role of mobile chief, chooses Kim de Ruiter
Kim de Ruiter is taking up the new role of head of mobile for Cheil Worldwide's U.K. arm. De Ruiter will be charged with assembling an overall mobile strategy for Cheil U.K., with attention to mobile marketing, campaign development and innovation. M&M Global (30 Nov.)

Market Trends and Research

U.K. Visa sees bright future for mobile payments
Half of U.K. consumers will have a contactless bank card by the end of next year -- and 175,000 contactless payment terminals will be available, as mobile payments rise to account for half of all U.K. Visa payments by 2020, the card service predicts. ComputerWeekly.com (U.K.) (03 Dec.)

Mobile market in Africa to account for big share of world total
Mobile phone subscribers across Africa numbered 821 million, out of the continent's population of 1.08 billion, as of the third quarter, according to ABI. By 2017, Africa should account for 13.9% of the global market, with 1.12 billion subscribers, ABI projects. TechCrunch (28 Nov.)