July 09 Round up

Members & Colleagues,

Welcome to the Association for Interactive Media & Entertainment (AIME) monthly newsletter, K&N News, which provides you with a brief summary of the work AIME has been doing for members and for Industry over the last month. The purpose of AIME is to create an environment of consumer confidence and trust within which we can promote the commercial interests of our Members and encourage Industry innovation.

Each month we will update you on how we are achieving this through the policy issues and initiatives the association and members are driving forward, the Industry consultations we have been working on, the stakeholder meetings and Industry events we have been attending as well as the news & PR we have distributed. Each month we will also be showcasing new and innovative applications/services developing in the Interactive Media Industry.

This month we are pleased to welcome new members Channel 4 & GFM Holdings

Chairman's (not so!) Brief

Many of you will have already packed your bags and shot off for the sun, but for those who remain to read this (or troubled enough to download on holiday!), I'm sure you'll agree August is always a good time for reflection and planning.

With AIME's response to the Ofcom Scope and PhonepayPlus (PPP) 12th Code Review all but submitted, I'd have hoped we could start to see a clearer way forward for industry, working towards a planned and appropriate regulatory framework in which member business can flourish. What this lengthy process and that of many other consultations have exposed is that, my word is it a lengthy process. As necessary as it is to work with our members and represent a joined up industry to regulators, we have a greater need to address key issues ourselves, self regulate where possible and keep pace with a fast moving industry. To this end it has been gratifying to see many of the AIME objectives and initiatives over the past 24 months come to fruition, and I believe our continued efforts to lead industry is already reaping benefits for members. I have noted some of our successes so far this year below:

Mobile Terminating Provider Best Practice

A key benefit for companies adopting this is acknowledgement by PPP that best practice will negate the current SP escalator fine.

AIME Participation Broadcast using Mobile Best Practice

Demonstrating an industry working collectively to raise standards

Customer Care Best Practice

All identified elements highlighted by AIME are now being looked at by PPP & at ILP (e.g. number checker effectiveness; centralised industry database; complaint definition, process & redress)

Launch of AIME 087 Affiliate Service

Establishing greater reach to resellers, in support of their business

Scope Review included:

AIME recommendation for a promoter registration scheme (taking much from our 2007 feasibility study)
AIME call for greater pricing transparency (Ofcom noted AIME's work e.g. callcosts.co.uk)
AIME review of value chain and focus on proportional responsibility
AIME recommendation for customer care, complaints handling and redress

PPP 12th Code Discussion:

AIME recommendation for principles based Code, backed by detailed help notes
AIME recommendation to focus on proportional responsibility (e.g. IP registration / pass through)

PPP Funding

Having called for a review, we were pleased to see PPP appoint KPMG
Interviews with AIME & members enabled greater inspection of core & non-core functions, accountability, fines, levy & collection.

Higher Rate Tariffs

AIME business case for higher rate tariffs on fixed line submitted to Ofcom and waiting for consultation

We continue to provide the conduit for member communication not only with regulators, but many other stakeholder groups on issues such as Payforit and alternate billing, Mobile Operator Code changes, Mobile Marketing, Age Verficifation, Higher Rate PRS....

We now have to look ahead to the remainder of 2009, ensuring we continue as an effective industry voice and provide members with value for money service into 2010. Our challenges for the rest of the year include, but definitely won't be limited to:

Increasing good industry news output / PR campaign
Working through AIME's Interactive Broadcast Forum on SMS & VSC voting, review of regulatory requirements, refunds, compliance costs/best practice
Ofcom Autumn consultation on PTV2 (separation of advertising from editorial)
Working with radio broadcasters & publishers on PRS best practice
PPP 12th Code
3 year development plan for AIME, to better support member business

Thank you for your continued support

Edward Boddington
AIME Chair

Showcase

Refund Solution For Broadcasters And Content Providers

Those attending the AIME Interactive Broadcast Forum (IBF) last week will be aware of how regulatory compliance costs have slowed sector growth. For large voting shows, part of this cost is due to refund requirements for votes not counted or received out of vote window. Last week's meeting highlighted the investment already made by many members to implement
effective refund mechanisms, and of note AIME Member MX Telecom made the group aware of a project which may improve efficiencies further.

MX Telecom announced the introduction of a cross network Mobile Crediting solution. This allows partners to apply monetary credit to both pre-pay and post-pay users' accounts on all major UK mobile networks. It is initially being trialed in partnership with leading mobile agency Sponge as the centre piece of the Coca-Cola Summer on-pack promotion for Sprite, Fanta, and Dr Pepper, where users can simply text-in to receive 50p of mobile credit for free.

Thomas Green, Head of Business Development at MX commented, 'Providing a monetary credit to end users may well solve the long-standing issue of consumer refunds for broadcasters and content providers. Crediting allows partners not only to bill mobile phones through MX Telecom, but also reverse those transactions should the need arise'.

Opportunities For Mobile Marketing

Mobile Crediting opens up a completely new channel in mobile marketing for brand building, customer acquisition, competition prizes and more. "We always aim to support innovation in the ways that consumers can utilise their mobile device in their everyday lives and also in growing the opportunities for mobile marketing.", commented Rory Maguire, Head of Payment Services at 3, "This offering has huge potential and offers real and tangible benefits to our customers".

Representation

Meetings

Attended PPP Forum on 12th Code - 1st July
AIME quarterly meeting with PPP - 3rd July - attended by Chair & Vice Chair
PPP ILP working group meeting on Number Checker - 14th July
PPP working group meeting on Customer Care - 14th July
Meeting with Mobile Broadband Group re Mobile Complaints - 17th July
AIME Executive Board Meeting - 22nd July
AIME Interactive Broadcast Forum - 24th July
12th Code Working Group meeting (conference call) - 28th July
PRS Industry Group Meeting - 28th July - attended by Vice Chair

Mobile Terminating Provider (TP) Best Practice

AIME regulatory round table on 21st April 09 led to Mobile Terminating Provider (Aggregator) working group being formed to share compliance best practice
Working group produced Best Practice code for Mobile Terminating Provider Compliance - distributed on 1st July
Eight AIME Member Terminating Providers now signed up to code - WIN, mBlox, Oxygen8, 2ergo, Tanla, Zamano, MX Telecom, Dialogue Communications - others to follow
PPP fully supportive of AIME's code
Exclusive story in New Media Age - 16th July
Press Release distributed 16th July - coverage in ME, Telemedia News, Mobile Marketing Magazine, TMC net
Copies of the code available from zoe@aimelink.org

AIME Merchant Promoter Registration Scheme

AIME has been lobbying for a Merchant Promoter (point of sale information provider) registration scheme since 2004
AIME working group formed November 2008, service description document produced and proposal obtained from supplier for November 09 launch
Ofcom/PPP now declared an interest to introduce a registration scheme in the Scope Review & 12th Code discussion paper
Industry scheme currently on hold, however AIME working group in August to further develop project plan and AIME to meet with PPP to discuss their scheme proposals further

Number Checker/Customer Care

AIME highlights importance of accurate Number Checker for customer care and to stop enquiries escalating to complaints
AIME research in to accuracy of PPP Number Checker in May 09 led to ILP working group being formed
AIME attended ILP Number Checker & Customer Care working group meetings - 14th July
PPP looking at customer care processes again based on input from AIME board
AIME continue to lobby PPP on importance to Industry of an accurate Number Checker for customer care

Industry Value Chain

In May 09 AIME created a simplified Industry Value Chain & descriptors document, which has been endorsed by MEF
AIME has presented the value chain to ILP and PPP
AIME is now using new value chain descriptors in its communication with and responses to Ofcom and PPP consultations

Interactive Broadcast Forum

Callcosts.co.uk launched - 6th July - simple website for Interactive Broadcast participants to easily locate premium rate tariffs on their own network
Very well attended forum meeting - 24th July
Presentations from Paul Whiteing, CEO, PPP & Rupert Marsh, Director of ICT Policy, Department for Business, Innovation & Skills (previously BERR & DTI)
Agenda items - Feedback from recent campaigns, Tariff transparency progress, regulatory overview, scenario planning, refunds, SMS update, Voice Short Codes & Industry PR
AIME to host SMS working group to continue discussions on reintroducing SMS votes for high profile shows
AIME to analyse challenges facing the use of Voice Short Codes in Broadcast
AIME currently updating its Mobile in Participation TV Services Best Practice Guidelines, in particular scenario planning and refunds

087

087 (except 0870) designated as PRS, and will be regulated by PPP from 1 August 2009
AIME has launched an 087 affiliate package for 087 resellers
AIME PR to be distributed in PPP information packages
For more information on our 087 affiliate package please contact zoe@aimelink.org

Publisher Best Practice

AIME currently assessing need for Publisher Best Practice on use of PRS
Exploratory stakeholder relationship meetings with publishing associations to be held in August

Payforit

Payforit Management Group currently working on Version 3.0 of the Payforit Scheme Rules - in particular ways to improve end-user experience for Payforit web-payments.
Several AIME members submitted suggestions for version 3.0 to the Payforit Management Group.
In order to digest the feedback and provide a valuable presentation, the Payforit version 3.0 workshop hosted by Orange has been postponed until September

Industry Consultations

Ofcom PRS Scope Review

AIME Response submitted 24th July following detailed discussions with members, including working group in June

Ofcom Audience Participation in Radio Programming - Use of PRS

AIME Response submitted 31st July following meetings with relevant AIME members
AIME will continue to hold Stakeholder relationship meetings with Radio companies and associations in August

PhonepayPlus 12th Code of Practice Discussion Paper

AIME response extension 7th August
Executive Board Members David Sheridan and Rory Maguire met with PPP in June for initial discussion
AIME working group conference call to formulate response - 28th July
Response circulated to members for feedback

Ofcom Broadcasting Code Review

Deadline 4th September
AIME currently considering response

Ofcom Wholesale charges for Number Translation Services and Premium Rate Services

Deadline 8th September
AIME currently considering response

Ofcom PTV2 Update

AIME liaising with new team in charge managed by Matthew Bourne
Ofcom currently conducting Consumer Research
Consultation due out in Autumn 09

Industry consultations & AIME responses can be found in the members' area of the AIME website

Information

Knowledge & Networking Seminar 'Untangling the Mobile Internet' sponsored by Net-Mobile - 16th July - Speakers included Aljazeera Network, Net-Mobile, Wapple.net & IAB
Seminar Write Up & Speaker Presentations
64 news articles on AIME website in July 09
10 member email alerts sent out including:
- Raconteur Media Mobile Marketing Supplement
- Summary of PhonepayPlus Forum
- AIME draft response to Ofcom Scope Review
- AIME draft response to PhonepayPlus 12th Code Discussion Paper
- AIME draft response to Ofcom Audience Participation in Radio Programming Consultation

Member News

Networking

NEW members Channel 4 & GFM Holdings
PhonepayPlus forum networking - 1st July
Knowledge & Networking Seminar 'Untangling the Mobile Internet' - 16th July - 50 seminar attendees networked with sponsor Net-Mobile & Speakers
AIME K&N Industry Golf Day - 21st July
- Winner - Nigel Tatlock, Talkster
- Winning Team - AIME (Toby Padgham, Nigel Tatlock, Alastair Walton)
- Longest Drive - Paul Doran, Switch Communications
- Nearest the Pin - Nigel Barnes, Telemedia Hub
- Digger - Ibs Ali, Net-Mobile
AIME supporting association at Media Enterprise 2009
AIME supporting association, and interviewed by Raconteur Media, for Mobile Marketing Supplement in The Times, published 1st July

Dates for your diary!

4th September - Deadline for Ofcom Broadcasting Code Review

8th September - Deadline for Ofcom Wholesale Charges for Number Translation & Premium Rate Services

15-16th September - Mobile Web Europe - AIME Supporting Association, member discount

15-18th September - 4G World - AIME Supporting Association, member discount

22nd September - AIME General Meeting - Members only

28-29th September - Social TV Forum - AIME Supporting Association, member discount

19th October - MediaGuardian Changing Advertising Forum - AIME Supporting Association, member discount

18-20th November - The Media Festival - AIME Supporting Association, member discount

23rd-25th November - Mobile Web 2.0 - AIME Supporting Association, member discount

If you would like further information on any of AIME's activities, initiatives or benefits of membership please contact me on zoe@aimelink.org.

Kind Regards,
Zoe Patterson
General Manager

Subscribe to receive all future AIME newsletters & information about our K&N events