Category Archives: Newsletter

Welcome to 2011! I hope you, your family and friends enjoyed a peaceful and happy festive season.

I had planned to bring you a celebratory Position Update this month, filled with positive news about Locatrix Communications, and looking towards the year ahead. However, following the flooding that occurred in South-East Queensland last week, damaging thousands of properties and changing tens of thousands of lives, it just didn’t feel appropriate. Instead, we’ve decided to publish a brief perspective of the disaster and also to provide suggestions for how our friends both in Australia and overseas can contribute to Queensland’s rebuilding effort.

I received dozens of e-mails and text messages asking how we fared in the floods. In summary, we’re fine – though we did have to close our Brisbane office for much of last week, with power outages and road closures impacting the CBD. And while the extended Locatrix family experienced some property damage and extended power outages, I’m relieved to report that everyone is safe and well. I’m also pleased that our primary hosted services facility wasn’t impacted, maintaining 100% uptime for our customers during the flood period. Our office regained power on Sunday afternoon, and we were able to resume normal operations on Monday morning.

There’s many news sites and archives containing photographs and video imagery of the flood and its aftermath, some examples are here and here. But we each saw first-hand evidence of mother nature’s ferocity that will remain with us for the rest of our lives.

How You Can Help

Thousands of Queenslanders were and continue to be severely impacted by the floods. The Australian Red Cross is on the ground in 25 locations across the state managing and assisting with evacuation centres. It is also assisting to manage the Premier’s Disaster Relief Appeal, which as of Sunday has raised more than A$85 million to help those most in need. Please consider contributing to these efforts by donating if you can, as every amount will help restore a sense of normalcy to people’s lives.

Back to Normal

Next month, we promise to be back with a much more positive Position Update, including new customer and product announcements, and details of where we will be exhibiting at the Mobile World Congress in Barcelona. Until then, I wish you a happy and safe January.

A couple of months ago we were meeting with a product manager for a European mobile operator, who confessed he had a big problem with mobile social networking. His manager had done a “link deal” with one of the big social networks – you can probably guess which one – and with much fanfare, a new link and logo appeared on that operator’s mobile home page.

At first glance, this initiative had a tremendously successful outcome for the MNO. Their mobile Internet usage saw double-digit percentage growth overnight. And kept growing.

A week later, the operator announced increased usage caps for all of its data plans. No great problem here, as subscribers rapidly became new mobile social networking enthusiasts, often in their thousands each day. But certainly less revenue per MB.

In fact everyone was terribly pleased until later in the month they discovered that while overall mobile data was substantially up, their on-portal traffic had actually decreased, by more than 30 percent. And adding to that dilemma, ARPU decreased for nearly every VAS product they offered to their subscribers.

So while the social networking traffic was increasing, the mobile operator had become a dumb pipe – and found themselves dramatically exposed to churn in a competitive market. Because “m-site” social networking on network A is an identical experience on network B. And C. Or even D. Popular social networking sites are attracting millions of unique visitors to their mobile portals every month, and while mobile data usage rises, the ARPU curve – from data usage alone – is trending ever downwards. What should be an opportunity for mobile operators can very quickly become a massive problem.

To help mobile product and VAS managers meet this challenge, we devised the Locatrix (Re)Engage Workshops. Our thesis is this: mobile operators don’t need to “introduce” social networking services – their subscribers are already there. Instead, they need to formulate and execute strategies which provide a re-engagement path, via and through existing social networking services such as Facebook, Twitter and Friendster.

Delivered in either half-day and full-day seminar formats, our (Re)Engage Workshops help mobile product managers and network executives better understand the demographic mix of social networking users, and teaches them how to create a subscriber engagement strategy by working within the social networking paradigm. Creating, for example, a framework for injecting your mobile brand and VAS solutions into social networking portals, and helping your customers promote their favorite services to their friends. And while we of course present engagement examples based on Locatrix solutions and services, there is no ongoing commercial obligation from the (Re)Engage workshop – just an opportunity to learn and refresh your strategies for leveraging mobile social networking within your subscriber base. And (Re)Engaging with your customers!

There’s more information about the Locatrix (Re)Engage Workshops on our website, but for a limited time we are offering a free half-day (Re)Engage Workshop to qualifying operators who are readers of this newsletter: simply mention “Position Update” when you contact us, or use this special e-mail link.

A major theme from this year’s Mobile World Congress, and a topic I hear repeated when speaking with mobile operators around the world, is how to create “value” in the mobile internet beyond data carriage. (And if you’ve noticed the price of mobile data reducing in every market worldwide, you aren’t alone).

This month we are profiling Locatrix/XLF, our hosted enabler-access and application framework solution. Mobile “enablers” – network elements that provide location, subscriber identity and profile, SMS/MMS messaging and charging – are powerful network assets that can create tremendous value for an operator and their subscribers, through facilitating personalized, interactive and monetizable consumer experiences.

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G’day from Brisbane, where I’ve returned after the Mobile World Congress in Barcelona, the GSM Association’s annual conference, exhibition, and ‘economy-defying’ gathering of the entire mobile industry.

Rather than re-hash the news items from the conference itself, I thought we’d devote this month’s newsletter to a rundown on what for us were the top four mobile location topics to emerge last month.
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