Archive for the ‘Blog’ Category

Mobiletech Pulse June/July 2009

Written by Jon Arne Sæterås

Product Director

Tuesday, September 1st, 2009

Finally the Mobiletech Pulse covering the summer months is ready. No dramatic changes during summer, but still some interesting changes.

More in depth information is available upon request. Previous Pulse reports are available on Slideshare.

Mobiletech powering Washington Post

Written by

Friday, August 28th, 2009

It is not every day Mobiletech get such coverage in the press as today. The reason is of course our friends and customers over at the Washington Post.

The Washington Post is well known in the internet business for their determined and whole-hearted efforts, awarded by numerous awards. So obviously, good tools is important for them when they now set out to conquer the mobile web.
For us Mobiletechers it has been a great experience to work with such highly skilled professionals who truly understand the power of mobile web. We are looking forward to the future! Some great stuff is ahead!
Here are a few links to Norwegian press coverage today:
And also a page in Aftenposten print edition:
Click to enlarge
And thank you also for all greetings and messages on twitter today!

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Mobiletech Pulse May 2009

Written by

Friday, June 26th, 2009

We have the pleasure of publishing the second Mobiletech Pulse report. This issue includes:

  • top mobile operators
  • top devices and browsers
  • a quick look into mobile serach
  • Norwegian official mobile internet metrics, and also introducing the Swedish equivalent.

More in depth information is available upon request.

Escenic Mobile explained

Written by Jon Arne Sæterås

Product Director

Wednesday, June 24th, 2009

As you know we attended the Escenic Partner and Customer Day a while back. We did our debut as film producers by filming our presentation of the Escenic Mobile Solution. So, the quality of the video clearly suggests that this is our first time operating a camera for this purpose :)

Anyway, we would like to share it with you! Here it is:

Escenic Mobile Solution by Mobiletech from MrMobiletech on Vimeo.

iPhone app? Mobile Web? Widget?

Written by Jon Arne Sæterås

Product Director

Friday, June 12th, 2009

Almost every day we get questions about applications versus mobile internet sites. “What should we do?” iPhone applications are of course the type of application most of the people we are talking to mean. IPhone applications are currently very (very!) popular in all segments and gets lot of attention. Why isn’t Mobiletech surfing the iPhone wave? Well, we believe in the open internet as the platform for innovation and application development. In this blog post I will try to explain what that means and why we believe this is the way to go.

First, let’s talk some of the phenomenon of iPhone apps. I’ll not try to describe how, but Apple has done what so many have tried before; to create a closed ecosystem (similar to a good old walled garden), but more b2c, or even c2c, than the traditional walled garden. By this approach Apple, motivate the developers and early movers around the world to enter the eco system. Well, enough about that. Apples App store has proven to be a success.

Further, the iPhone is the most successful mobile communication device of our time. Nothing less than revolutionary. So of course we understand all our customers who really want to join the iPhone party by creating apps and getting millions of downloads and easy access for your customers.
Let’s stop, and think about this… There are few issues that are easy to forget.
The iPhone represents only about 25-30% of the global mobile internet users. (Admob). What about the rest of the users with other handsets? When you enter the mobile application track it is likely that there, at some time, will emerge requirements to support other platforms as well. For example Android, Palm/WebOS, Symbian, RIM Blackberry, Java midlets and so on. Not to forget all the different “Appstore clones” (Ovi Store, Android Market, Play Now, SkyMarket Blackberry app world etc.) you need to rely on for distribution. You probably see why this is bad for business… You’ll need a building full of cheap labor to make this happen! Another interesting issue we have experienced in this relation is that the demand (and budgets) for an iPhone application often comes from the marketing people in an organization. Nothing wrong with marketing people (!), but a marketing organization is not capable of handling software distribution and maintenance. In some cases the demand and requirements are not aligned or attached to any internet strategy at all. In the current troubled and challenging times, this might not be the best way to spend money. “But the marketing value”, you say? Good question. There is not too much statistics on this area. Let’s try to break it down anyway. Being in the appstore itself, gives close to zero marketing value. You still have to do an effort to tell your users to go digging in the Appstore to find your application. It’s really hard to enter the “top lists” in appstore. If you do, you can’t rely on being there for long. Apple control these lists and you have no option of buying your app a top rank or even advertise for your app i the appstore. So presence in the appstore is not enough. However, if you are lucky many users find your application and downloads and installs it. Then you have an icon on the users’ home screen. That’s great! Now we can start talking about marketing value. But do the users actually use your application after download? Pinch Media have done some research. The findings are interesting. For free applications, 80 percent of people who downloaded the application used it once and then never again. For paid applications less than 1/3 used the application again the day after download. Only 1% of users tend to like the application and use it regularly.

My point here is that the appstore is a compelling distribution model. It has proved great, but you are not in control over the process. Apple is. As a business model, the Appstore is not too different from the “CPA models” Scandinavian mobile service companies know. Apple takes a fairly big slice of the cake.
Mobiletech believe in the internet as distribution model. Internet is the best possible distribution channel around! And it keeps getting better! You are in control of the complete value chain as well as distribution and business model. Internet is well known among your customers and (if you choose your mobile site software wisely) you content can be consumed by your users regardless of what device they have. Mobile internet also has a much more stable user base. Over all, the mobile internet usage is growing at lightning speed of course, the point is that users who have found your site on mobile internet usually comes back regularly.
You want access to GPS, offline usage, home screen icon and all the other cool iPhone stuff, you say. No problem! You can have all this. And not only for the iPhone but for all devices! Still using the ultimate distribution channel of all; Internet. iPhone 3Gs will support access to native functions, such as the GPS, from any mobile internet site. As will many other devices; Blackberry, Windows devices, Symbian etc. The W3C standard for this is soon ready to go. The Mobiletech software will of course support this.

Home screen icon is also an out of the box feature for mobile internet services today. Not many know, but instead of using marketing money on guiding the user into the app store, use half the money to tell him how he can use his favorite internet tool, the browser to enjoy your services.

Offline usage is also currently possible. HTML5, which is used in newer mobile browsers such as iPhone, Androids etc., defines a way to use the mobile web site offline. Together with javascript this client side database feature enables feature rich and interactive applications in offline mode, completely transparent to the end user.

I know what you are thinking; “fair arguments, but still something missing”. Yes, there is. It’s the “x-factor”. If you are confident you have an application that will reach the top 25 list, and you have x-factor-budgets (over time), you should give iPhone apps a try. If you want a long term solution, reaching all your audience, use internet. Anyway, remember to do this work according to your internet strategy!

Well, how can we help you with the x-factor? There is a thing called widgets (You have probably heard this word 1000 times with 1000 different meanings). Widgets are a standard. Soon finished from the W3C, currently supported by Opera, Vodafone, Nokia and others. A widget is a self contained, offline web application running locally on your device. The standard is 100% device independent and uses internet as distribution model: Runs and looks like an application, and still uses internet standards and distribution! Quote me in a few years: “Widgets will be huge!”. You get the best from both worlds. You can distribute your widget through your favorite app store, the internet memory cards, email, sms etc. The matrix below summarizes the differences on some common key selling points.

iPhone Native appsite/application running in the browserWidget standard
Offline accessYesYes, HTML5Yes
Access to gpsYesYes + other means of location userYes
Distribution modelAppstoreInternetInternet and various appstores
Business modelApple decides (Appstore)Internet modelInternet model
Available from home screenYesYesYes
CompabilityOnly compatible with targeted versions of iPhoneCompatible with all devices with internet connection and a browser.Compatible with all devices conforming to W3C standards

Is it worth 10 000 Euro for an iPhone application on a propriatory platform to reach 30% of your potential users while creating yourself a maintenance problem when you could have used the same amount of money to reach 100% of your audience, with the same features as an native application and use the Internet as distribution?

You have probably figured it out already: Mobiletech can’t wait to create mind-blowing widgets together with you! It’s a tad early to roll out widgets yet, but don’t worry, we will tell you when you can line up in front of our sales office. During 2009 we will see many new mobile devices capable of running widgets. Even Google has concluded that the internet is the ultimate platform and have announced that for example Google latitude will not be available as a native application but as a web based application running in the browser.

This discussion above might seem a tiny bit heavy to one side. True. Don’t misunderstand me. iPhone apps can be great! Especially for games and other heavy features. Mobiletech is happy to help you refine your iPhone application idea and put it into a bigger perspective. We have great partners for iPhone application development as well. Further, we provide tools for measuring usage of your application whether it is an iPhone app, widget, mobile internet site, Android app or whatever. We provide the analytics.

Full presentation from Pinch Media

Mobiletech Pulse April 2009

Written by Jon Arne Sæterås

Product Director

Friday, May 29th, 2009

Today we have release our first mobile statistics report starting with the month of April. Each month we hope to bring you a summary of the mobile trends in Scandinavian region. As you may know, Mobiletech is hosting a vast number of mobile portals and sites in the Scandinavian region. The statistics gathered are based operational data from these sites and additional services.

So the statistics does not reflect the complete market situation in Scandinavia, but only inside the “Mobiletech sphere”. We do however believe that the reports presented give good pointer to what direction the market is heading.

The contents of the report may change from issue to issue where we choose some topics to dive into or we find some fun facts that we would like to share with you. If you have any suggestions or wishes please tweet us at (tag the tweet with #mobilepulse)

In this issue we are giving special attention to the Norwegian market. Special thanks to TNS-Gallup who have allowed us reuse their data which shows the Unique Users, Page Impressions and Session for the top 12 Norwegian mobile sites. It makes for some interesting reading.

Mobile internet in Scandinavia

Written by Jon Arne Sæterås

Product Director

Tuesday, April 21st, 2009

Our own Michael B. Sandager and Hans L. Theisen, from media|works have had a look at the Scandinavian mobile internet landscape and produced this report showing trends and developments. The numbers and data base in this informal report are collected from Mobiletechs and media|works’ systems and experiences. It should be noted that the data is not representative for the Scandinavian mobile internet landscape as a whole. 

The report is written in Danish. The highlights are

  • 50% increase in page impressions last 6 months
  • 100% increase in page impressions last 12 months
  • >100% increase in number of unique users last 12 months
  • Number of page impressions per session has increased by 20% last 6 months


Mobile internet: A Shining light in troubled times.

Written by Jon Arne Sæterås

Product Director

Tuesday, March 17th, 2009

Much has been written about the growth of the mobile internet and the effect of the iPhone on the mobile browsing habits of thousands of millions internet users. This blog hopes to slice through these statistics and provide some thoughts on ways in which content owners and publishers can make use of these trends.

Firstly, lets take a look at the numbers. – Some startling statistics from a number of sources have been appearing which highlight some very exciting trends:

  • ComScore reports that among the audience of 63.2 million people who accessed news and information on their mobile devices in January 2009, 22.4 million (35 percent) did so daily; more than double the size of the audience last year.
  • U.S mobile data revenues grew 7.3% in the final quarter of 2008 compared to same quarter in 2007.
  • Growth of the mobile web in the UK was eight times faster than that of the PC-based internet in the third quarter of 2008, according to Nielsen Online.
  • Smartphone growth has been a stand out with 3.7% growth in smartphone in Q4 2008 compared with the same period last year. Source: Gartner.
  • In Europe, IDC’s European Mobile Phone Tracker, vendors shipped 9.3 million units in 4Q08, 25.9% higher than the 7.4 million shipped in 4Q07. Source: IDC European Quarterly Mobile Phone Tracker, February 24, 200
  • In Europe also, Apple achieved a 10.7% market share in the smartphone segment, making it the third biggest segment player in Western Europe. Source: IDC European Quarterly Mobile Phone Tracker, February 24, 200

The statistics are swimming against the current economic trends. In fact some would argue the recession has helped sped up the migration to mobile data and voice use as people look to rationalise their communication spend by ditching their traditional fixed connection, including fixed broadband. The ‘cutting of the cord’ effect seems to be gaining some notoriety. A study from The Nielsen Company says that more than 20 million U.S. telephone households (17 percent) are wireless substituters—homes without landlines that rely solely on a mobile phone for their home telecommunications. Whatever the case, one clear trend is blinding its way forward, more and more people will be using the mobile web to get information more and more often.

While the trend toward mobile internet is fascinating, we still have problems with traditional internet sites being presented incorrectly for mobile. We are not alone in believing that a correctly formatted mobile site is going to deliver a better experience for mobile uses as well utilising the unique features of mobile like location and movement. In fact some of the big boys agree with the launch of rolling out “m.” mobile sites specifically formatted for mobile including,, (the m. Is a different story addressed here - ) The mobile version of facebook has been a big success and many of the major newspapers in each region have opted for sites optimised for the mobile phone and the iphone in particular e.g We at Mobiletech would go as far to say that sites and services built for mobile will start to become a major success in their own right, developing a loyal following amongst mobile only users.

With better service analytics, the case for mobile will be further strengthened by the application of a common currency across the mobile internet. The mobile internet has more information than the traditional such as location, movement and presence. This information can be utilised to achieve better inventory management and ad performance – ultimately leading to the mobile channel being one of the most valuable to content owners as a source of revenue. TNS gallup statistic here in Norway are powered by Mobiletech’s mobile metrics tool Mobiletech would like to have the opportunity to demonstrate the immediate effects of a well designed and executed mobile site. Talk to us about how we can give you the tools to thrive in today’s fastest growing media channel.

SMS keyword notation

Written by Jon Arne Sæterås

Product Director

Tuesday, March 3rd, 2009

SMS is here to stay :) To get the user to send keywords to a short code is a very effective distribution model, easy to track and the perfect way to engage your customers.

However, if you look around you will find diverse ways of telling the poor user how and what to do. Especially when the keyword consist of two parts, i.e. one “main keyword”, then a variable part, for example the email address.

To illustrate, a trend I have seen in Norway is this notation:

"Send SMS <NEWS> to 9999"

What does this tell the user? Well, we experience that many users will do exactly that; typing and sending it which results in no keyword found, because the keyword is not <NEWS>  but NEWS.

The notation <> is used for “variable input”, for example the end user’s email address. Example:

"Send NEWS <your e-mail> to 9999"

So, skip the <> around keywords, you are only confusing the user. You may emphasize the keyword using capital letters, colors, bold etc. Then, for variable input, you can use the <>.

Thank you to all visitors to our MWC booth

Written by Jon Arne Sæterås

Product Director

Monday, February 23rd, 2009

The 2009 Mobile World Congress was a great experience for Mobiletech. Even if the credit crunch has hit hard globally, we experienced great interest among new and old customers.

We would like to take this opportunity to thank all of you who stepped by our booth! We look forward to a great year of mobile in 2009 and hope that we will do more business ASAP.

See you next year in Barcelona!



Regards the Barcelona team


Bjarne Solhaug, Jon Arne Sæterås and Nick Robertshawe


Washington D.C.