The areas tested were design, print, online and cross-media communication. In addition, "soft" factors such as personal commitment, competence, management, work processes as well as a manageable size and proximity to the wishes and requirements of the client were also evaluated.
 

Since November 2010, around 150 advisors in the sales force and around 150 sales support employees at Post- Finance have been creating their documentation for business customer visits "on demand". They can personalize each brochure and tailor the content to the business customer. They are delivered within two working days of ordering. For this innovation, the advertising agency In Flagranti, together with the prepress and application developer NC AG and the bookbindery Burkhardt, received the Swiss Post award for the most innovative supplier in 2011. PostFinance advisors use a reader-friendly ordering tool to compile brochures individually with just a few mouse clicks. They can select from around 50 different documents those that are tailored to the customer's concerns and situation. They can also address the customer personally and specify their customer advisor. With this solution, PostFinance is setting several benchmarks in Switzerland: optimized sales process, customer proximity, delivery within two days, high-quality bound brochure. The tool can also be expanded for mobile use on smartphones or notepads. pan

Music tastes have changed since the last survey. Current hits are very popular with listeners, explains program director Karin Müller. Anything older than 5 years is old, regardless of which decade the song actually comes from. Radio 24 has therefore put together a new music mix, which has been on air since the beginning of June.

The new music is also to be supported visually. The current print campaign "We hit you" is intended to present Zurich's private radio station in a modern and witty way.

Responsible at Radio 24: Monica Gomez (Marketing Co-Head), Eliza Garbacik (Marketing Co-Head). Responsible at Hesskisssulzersutter: Tamás Kiss (Creative Direction), Florian Bachofen (Art Direction), Dieter Boller, Michèle Bianchi (Text), Gaby Häfliger, Thomas Blumer (Consulting).

Together with the Swiss Diabetes Association and the cantonal diabetes associations, Freicom organized the Circus Day for children with diabetes for Sanofi-Aventis in various cities throughout Switzerland. For the Tour de Suisse, Freicom organized the presentation of the Sanofi-Aventis-sponsored Type 1 cycling team, in which diabetics take part. Other projects include media work, support during the Tour de Suisse and a campaign for the new BG Star blood glucose meter.

Responsible at Sanofi-Aventis: Dominique Durgnat (Product Manager), Fabrizio Guidi (Marketing & Sales Director). Responsible at Freicom: Reinhard Frei, Christian Jauslin, Raffael Soppelsa.
 

The contributions on the topic of "brand" were just as diverse as the participants. The congress was attended by small B2B companies, large branded companies, agencies and associations. The range of forums included practical case studies of successful brand management, the latest scientific findings on brand perception and how to turn your own employees into valuable brand ambassadors. The organizer Stephan Feige, management consultancy htp St. Gallen, emphasized that brand management is once again an important topic after the crisis and that companies are once again looking to the future.

Social media in modern brand management

The topic of social media was omnipresent and was discussed at practically all forums - this is hardly surprising when you consider that new offerings are constantly being added to the market and media interest has once again increased significantly compared to last year. In addition, current figures show that two thirds of the largest Swiss companies already actively maintain social media accounts. Facebook is the most intensively used platform, but only 22% of companies have a social media strategy.

Sascha Lobo, guru of the social media scene, advised companies to take a relaxed approach when dealing with the digital public. Three principles are decisive for successful communication: simplicity in the sense of precise and concise messages, sympathetic communication and arousing interest through an attractive, relevant and news-oriented topic setting. It was mentioned several times that negative statements are also part of the "image of a brand on the Internet". It is therefore not a question of presenting a permanent fair-weather period, but of providing companies and customers with an interactive communication platform that contributes to the sovereignty and credibility of a brand.

Patrick Möschler, Head of Social Media at Swisscom, was delighted with the importance attached to the topic in his company. CEO Carsten Schloter is continuously expanding social media activities. The company already has 30 employees working on brand management on Twitter, Facebook and YouTube, and profiles on Xing and LinkedIn are being planned. Ole Rauch, Head of Marketing at Swiss Olympics, impressively describes the change in strategy from print (association magazine) to social media community. The reasons for the change were as follows: Saving finances, enabling interaction with readers, generating new audiences (mainly young people), immediate accessibility, web is also an archive, building a community and image factors. However, it should be borne in mind with this change that readers 50+ are lost, the texts are shorter and the costs can be reduced in the short term. However, with 27,000 newsletter subscribers, 15,000 Facebook fans and 30,000 to 40,000 visitors to the website, those responsible are satisfied with the changeover.

Sustainability is treated "sustainably"

Daniel Meyer, CEO of Kraft Foods Switzerland, and Ralph Huggel, Country Manager Switzerland at Chiquita, emphasized that anyone who thinks that responsible action is merely a trendy topic of recent years is mistaken. It is rather the case that their companies have been implementing sustainability concepts for many years, but that communication is only now really getting underway as public interest has increased. Meyer rejects the idea that the term sustainability is suffering from inflation. The term is indeed often used, but there is no other term for it. Meyer also believes that if every company, from production to the end customer, worked on sustainability, it would be a win-win situation for everyone.

Sustainability using the example of "Chiquita"

What exactly does sustainability mean in the context of brand management? A sustainable attitude in the areas of the environment, agriculture, labor and human rights as well as trade union freedom and anchoring these in the corporate and brand concept favors a positive image transfer to the brand. The principle in Chiquita's sustainability strategy is "cooperation instead of confrontation" and means for practical implementation: it is not worth arguing with environmental associations, trade unions and social institutions. However, active cooperation can be worthwhile for both parties. For example: As an environmental organization, the Rainforest Alliance has not only pushed for improvements, but has also designed the system of improvements itself. Chiquita's concrete goal is to become the global leader in the fruit industry as a sustainable large-scale producer. Following the 1993 certifications with the Rainforest Alliance, a logo supplement was used to communicate the sustainable cooperation with Rainforest. In addition to television advertising and PR advertorials, active communication was pursued from 2005 onwards. Since then, there have been 40 million contacts worldwide in connection with the collaboration with Rainforest.

Who organizes the "Day of the Brand"?

Promarca, the management consultancy htp St. Gallen, the European Sponsoring Exchange (ESB) and the University of St. Gallen are jointly launching the Brand Day. Anastasia Li-Treyer, Director of Promarca, formulates the tasks of the Swiss Brand Congress as follows: "The aim is to inspire people who have an affinity with brands and their environment. In a country like Switzerland, which is poor in raw materials, knowledge, innovation and creativity ensure prosperity. These are all factors that characterize branded products and therefore branded companies. A good reason to use the "Brand Day" to provide information about the contribution of brand companies to Switzerland as a business location, to create transparency with regard to specific Swiss framework conditions and, thanks to the Swiss Brand Congress, to learn about the latest scientific developments". Sinikka Jenni

Following last year's launch, the agency once again conceived and designed all communication media for the 2011 follow-up campaign. Hangers, brochures, direct mails as well as decorations in all branches promote the youth product in the catchment area of BEKB/BCBE.

Responsible at BEKB/BCBE: Karl-Martin Wyss (Head of Marketing), Marianne Sterchi (Marketing Communications). Responsible at Komet: Thom Pfister (CD), Kasper Kobel (AD), Tamara Janes (graphics), Antonia Bekiaris, Isabella Jungo (text), Simon Schatzmann (head of consulting), Emma Isolini (consulting). Photography: Michael Sieber.
 

What it's about: An accused lawyer would not defend himself. A sick doctor would have his diagnosis made by a colleague. Even a hairdresser has to get his hair cut. The communications industry, on the other hand, very often orders its layouts and texts without outside expert help. My thesis is this: In the trade journals for the advertising industry, one does not find extraordinary, witty and creative advertising as expected, but self-made, boring and unattractive junk.

This phenomenon does not only apply to design studios and advertising agencies. The big savers of creativity are the publishing houses, promotional product manufacturers, printers, mediaspace providers, recording studios, Internet services, address marketers, event and poster companies, marketing academies, the Sawi, and so on.

An advertising company that calls itself "rosarot ideennetz" writes the word "enthusiastic" as a headline on its ad. In any case, I was not. The "Swiss crm forum" has moved me to write this motz. An advertisement to shoot at the moon. I don't understand the people responsible for this appearance. They are talking to intelligent, young people who are interested in advertising.

Don't they want as many participants as possible at their event? I wouldn't take part. It already seems deadly boring. The company "Silverspot Recording Studio" tries to tell me something on a full-page ad with a speaker stuck in a strawberry and a lens in an orange. But what? There are many more examples, such as the publishing houses with all their magazines lined up like at the kiosk. But I don't have enough space for that here. I assume that all these creations are tinkered with in-house by desktoppers. Someone who has mastered Indesign is far from being a good graphic designer or copywriter. What, then, could be the reasons? "It costs us nothing and is much faster. The advertisers are too complicated. What is Mr. Müller from Marketing there for? He can do that, too."

As we all know, these advertising spaces don't cost a penny. But if I make a bad impression or no impression at all, then all that money is wasted without any effect. The advertising media hit their target group very precisely. I know from the response to my column that important decision-makers from the advertising scene look in there. So be creative! Readers will then take notice. But briefly another example: In the Weltwoche of June 1, Axel Springer's TVStar magazine created an ad exclusively for Weltwoche. Not only is it hideous, but it also comes with a coupon to fill out, cut out (see scissors) and send in. Dear Roger, if I were you, I would not tolerate such advertisements on Glückspost level in your intelligent, photo- and typographically cleanly designed magazine.

My pick-up: I don't want to give our Nati a bad name. They showed a fresh and cheeky football on this holy English turf. Stay creative and light-hearted!

Theophil Butz, once a star advertiser (quote Ringier), now an inspirer and, as of now, a mothballer. "Not an easy role, but a necessary one, which I perform here every fortnight." Please send any relevant information to [email protected].
 

KPM's most striking work at the moment is certainly the communication for the new exhibition of the Natural History Museum of the Burgergemeinde Bern, "Riesenkristalle - der Schatz vom Planggenstock". KPM planned the media work for this exhibition, wrote the media texts and organized the vernissage with former Federal Councillor Adolf Ogi. "Although we like to accompany cultural events and often provide communications support, we are not restricted to the cultural sector," says KPM founder and owner Rolf Kästli (49). "The sectors we work for have gradually crystallized over the years. " For example, Kästli and his team shaped the repositioning of the Swiss School of Journalism MAZ: the agency advised the educational company on the development and implementation of its new marketing strategy. Other notable clients of the Bern agency include the Swiss Federal Customs Administration, Gerber, the SOS Children's Village, the Cleven Becker Foundation, the professional association of professional social workers Avenir Social, the Federal Office of Sport FOSPO and the Emme Regional Ice Sports Center. Kästli, who comes from a family of building contractors, also holds several mandates in the construction industry: at flat roof manufacturer Gyger, at Flexobau, at the Swiss Gravel and Concrete Industry Association FSKB, at Kies AG Aaretal and also at Kästli AG Bauunternehmung, which was founded 125 years ago by his great-grandfather and is now run by Kästli's brother and his brother-in-law. Rolf Kästli has also been on the Board of Directors of Kästli AG since 2008. He is primarily responsible for the repositioning and strategic direction of the company.

From advocate to mouthpiece

Born in the Swiss capital in 1961, the "Bärner Gring" could never have dreamed that he would one day become a marketing and communications professional. Kästli grew up with two brothers and two sisters in Bern-Bolligen. At the age of 18, before finishing school, he went to the USA for a year and then became involved in voluntary youth work in order to give back some of the formative experiences he had had in America. On his return, Kästli decided not to join his father's construction business - as his older brother Daniel and his cousin had already expressed this plan when asked by his grandfather. "I couldn't follow the same career path as them," says Kästli with a grin. "I also didn't want to plan my life for managing an SME with over 300 employees so early on, but rather enjoy it a little longer." In 1981, Kästli began studying law. He wanted to become a Bernese advocate, i.e. a lawyer, because he hates injustice. After seven years of studying at the University of Bern and several internships, Kästli had achieved his goal - but was still not there yet: "I embarked on my studies with great enthusiasm and high ideals, and I found the internships with lawyers and at court very exciting," he says. "Nevertheless, I couldn't really imagine a life as a lawyer, judge or in administration. I completed my studies anyway, because I learned that you finish what you start."

After his exams, Kästli received a lifeline: he was offered the opportunity to work as an academic lawyer. "I thought that might be something and went to Hamburg for a year on a National Fund scholarship," he says. "That was a great time. Being able to live it up abroad in my early 30s was something special." Nevertheless, after this year, Kästli is certain that scientific work suits him even less than the job as an advocate: "I like to think things through, but something has to happen afterwards, otherwise I get nervous." At 33, Kästli is faced with the question: What are you going to do now? The answer comes quickly. He gets married and starts a family, so he is forced to earn money. As a newcomer with a legal background, he took over the management of the Higher College of Management HFU in Bern, a profit center of the former Feusi Bildungszentrum AG, which is now called PHW Hochschule Wirtschaft Bern. While working, he trained as a marketing manager and supported his wife with family work. After three years at Feusi, Kästli decides: "I don't want a boss anymore. I lived well without a boss before, and I want it to be like that again in the future." So in February 1997, "out of a desire to build something up myself", he founded the KPM agency. Kästli started with marketing positioning and strategy consulting, with company and market situation analyses. He quickly built up a client base that not only wanted a new strategy and positioning from KPM, but also the subsequent communication. "That's how I slipped into the communications sector," reports Kästli. "My customers argued that I now knew the company and they would trust me. So I tried to develop communication that matched the strategy. That worked well. Over the years, the communication tasks eventually developed into an ever-increasing proportion of the agency's turnover."

Communication needs eye contact

For a long time, Kästli worked as a lone wolf. He took over the project management and called in the right people from his network for the implementation. In 2006, KPM began to grow gently: Kästli hired his first permanent employee. "That was a big step for me," he says modestly. "When you're on your own, one more is already a doubling. " Over the next two years, the cautious expansion continued and two employees were added. In 2009, Kästli found his current deputy as well as a concept developer and a marketer. KPM is still working in this constellation today. And Kästli swears by his team: "My people are on top of the projects. They finish on schedule and the result is just right. That's what sets us apart. "

On such a basis, an agency expansion is a calculable risk. This is why Kästli is planning to bring graphic design expertise under his roof this year: "So far, we have outsourced almost everything visual to external network partners. But now I want to build up the relevant expertise in-house," he says. "In the next month or two, I will also be hiring a Managing Director to take care of the further development of KPM, especially the development and expansion of the online area, which is becoming increasingly important. I know a bit about it now, but I need a digital native for a job like this."

Rolf Kästli inherited his entrepreneurial spirit and his desire to get stuck in and deliver tangible results from his father. The building contractor has strongly influenced his second eldest son, right down to the way Kästli treats his customers: "Communication is 'personal business'," he says. "As with construction, you have to be a professional craftsman. Beyond that, it's all about trust, about understanding the customer and being able to implement what they need. This has a lot to do with the people who come together. We are the right agency for clients who want to implement a strategy in a down-to-earth, tangible and timely manner. We're not the right partner if it's just a matter of communicating something quickly and with a lot of flourish. Visuals and creation are important aspects of communication, but I think the client often achieves more effective results with a solid, good 'Büez' than with quick, highly creative work that everyone thinks is great but whose impact is dubious. The most effective communication is still vis-à-vis, clear and open." For Kästli, solid work also means defining parameters in the run-up to a project that can be used to measure and adjust what the client and agency have achieved with a communication measure. "I often find that clients state that their goal is to communicate," reports Kästli. "When I then ask them what content they want, they are unclear. At this point, you have to take the time to clarify why the company wants to communicate, what it wants to achieve and what is necessary to do so. That's what 'down-to-earth' means to me."

Kästli has found a catchy slogan to describe his services: "Simple. Exactly. Like this." He explains: "When you deal with KPM, you get a clear, simple result, without any unnecessary fuss. It's professionally created, focused on the essentials and exactly how our customer imagined it - even if they had no or only a vague idea at the start of the collaboration. That is our claim." Kästli already learned how to work without any pushback during his studies. The agency manager still remembers his law professor's verdict on one of Kästli's reports: "I think, Mr. Kästli, you didn't have enough time to be brief."

Running for inner peace

Those who always work with precision and focus on the essentials need an outlet for their brain. Kästli gets this from exhibitions, a small theater performance, a fascinating dance performance - or from sport. He played handball close to the top level until he was 26. Today, he still keeps his eye on the ball, albeit on the tennis court. In winter, Kästli seeks balance on the slopes, and he also clears his head by jogging. Next to his desk hangs the poem "how to work better" by artist duo Peter Fischli and David Weiss. Kästli has added the line "be calm" for himself: "if not, go running!". How many KPM projects received the finishing touches during the race remains his secret, however. Anne-Friederike Heinrich

In French-speaking Switzerland, Groupe E is the equivalent of Axpo in German-speaking Switzerland. The company supplies electricity to the areas of Fribourg, Neuchâtel and parts of Vaud. An image campaign is now to reflect the dynamism of the Groupe, show its multifaceted commitment to its customers and, above all, place them at the center of all activities. The agency Numéro 10 has also developed a new slogan for this: "Our energies flow for you". The plural form is appropriate to emphasize the diverse activities of the group and the various forms of energy supplied. Numéro 10 won the mandate in a pitch among four agencies. The image campaign is to be seen against the background that the electricity market could soon be liberalized. One focus of the communication is on the attractiveness of renewable energy. "We decided this even before the events in Japan," says strategist Gilles Aeby. Various advertisements have been designed. One spot is mainly used internally for visitors and at trade fairs. Numéro 10 also designed the showroom at Groupe E. The film adopts the idea of the claim and visualizes the flow of energy with flowing images. No models were used in any of the media, but "real customers" from a street casting. "We wanted to keep it simple and authentic." Suitable B2B subjects were also designed for customers from the business world. pan

Catherine Thommen worked as a producer, editor and presenter at Telebasel from 2007 to 2010. Since then, she has worked as a journalist and producer for the SRG subsidiary tpc. This was announced by Schweizer Radio und Fernsehen SRF on Thursday.
 

As part of the repositioning, the Website completely revised. The new Retailpartners online presence is designed to immerse visitors directly in the projects realized through an emotional and striking visual language and make the company immediately tangible. Thanks to new functionalities, potential customers can obtain information quickly and easily: reference projects can be filtered according to the areas "Corporate", "Retail" and "Gastro" as well as by solution and customer. A short summary with images can be generated as a PDF document for each project.

Responsible at Retailpartners: Thomas Stiefel (management), Aleksandra Koman Varga (text and project management). Responsible at Future Connection: Martina Waser (consulting), Annette Truniger (project management), Reto Moebus (design), Gregory Plüss (front-end development), René Alessandri (back-end programming).
 

In a survey conducted by Werbewoche, industry experts confirm the remarkable growth in mobile advertising in recent months. And they all expect further steep growth. Marc Lottenbach, Head of Publishing at 20 Minuten Online, has noted "significant growth in revenue from in-app advertising at 20 Minuten" over the past twelve months. And Stefano Buzzi, Head of Advertising Market at Tamedia's Newsnetz, puts it in a nutshell: "We expect growth of over 50 percent for the current year compared to 2010. Overall, however, the share of mobile advertising in total advertising sales is still in the single-digit percentage range." At NZZ, Remo Baumeler, Head of Online Advertising Market, predicts revenue growth of 20 to 25 percent this year, which corresponds to last year's growth. He adds: "The prospects remain good, the potential is far from exhausted. "Simon Morton, CEO of the online advertising agency Admazing, also expects the mobile advertising market to grow by 50 percent per year and is promising products developed for this purpose. Michael Baum, Managing Director of the marketing company Stailamedia, which specializes in mobile advertising, refers to the German market, where the Federal Association of the Digital Economy (BVDW) recorded growth of almost 40 percent in the mobile advertising market in 2010. "I see development in Switzerland at least on a par with Germany," comments Baum, adding: "Overall, the industry will grow even more strongly in the coming year." Finally, the answers from Google provided by the Swiss press office indicate that this is a global phenomenon. In the third quarter of last year, annual revenue from mobile advertising amounted to one billion dollars, and at the same time, mobile search queries increased 2.3-fold worldwide. More than 80,000 content providers have registered on the AdMob network, which Google acquired in November 2009, in order to generate advertising revenue. In the past year, traffic has increased three and a half times and now amounts to 2.7 billion queries per day.

The focus for mobile advertising is on apps, especially on the iPhone and also on Android devices. Says Newsnetz-Buzzi: "A large proportion of advertising money is currently flowing into the iPhone. Advertising within apps is widely accepted by advertisers and also offers more opportunities than advertising on mobile sites." And Baum from Stailamedia reveals that the advertising options on apps are more flexible than on mobile websites, especially when it comes to pre-rolls, interstitials and expandable ads, and that higher CPMs can be achieved. Advertising on tablets, on the other hand, is not yet an issue. "At the moment, there are hardly any projects for tablets, neither on the supply side nor on the customer side," says Simon Morton, confirming the assessments of the other interviewees. However, it is also widely expected that tablet advertising will increase in the future. A development that Google is already preparing for with new advertising formats that are specially optimized for the possibilities of tablets. In the last six months, traffic via tablets on the AdMob network has increased by 300 percent.

When it comes to marketing mobile advertising, it is clear that a lot is still in flux. "We market mobile advertising ourselves," says NZZ-Baumeler, adding that intermediaries/marketers also have a good chance in this growing market, provided the right offers are found. Marc Lottenbach also relies on self-marketing, but admits: "However, mobile advertising is booked via all channels, most frequently via agencies or directly with 20 Minuten Online." Meanwhile, Stefano Buzzi from Newsnetz reports: "The majority of bookings are made via agencies, as is also the case with traditional online advertising. Direct bookings make up around ten percent." And Simon Morton concludes: "The traffic is generally still too small for strong self-marketing and it is therefore necessary to bundle the reach via networks." In addition, the complexity of mobile advertising is high and there is little experience, which is why customers rely on the support of intermediaries and marketers.

In terms of pricing models, fixed CPM prices are clearly in the foreground today, and it is expected that this will remain the case for premium inventory, but that other performance models will also become established over time. Higher prices are currently paid for mobile advertising compared to online advertising. One reason for this is that users are usually reached exclusively by advertising on a very personal device in an often personal environment and the attention and click rates are correspondingly high.

In addition, demand is relatively high, but supply is rather low, meaning that there is currently excess demand in the mobile sector. It is to be expected that prices will fall as inventory increases and roughly match the previous online prices. The special targeting options that are available for advertising in the mobile sector are currently hardly used. This involves targeting according to technical criteria such as operating system (iOS, Android), device type/screen resolution or mobile provider.

Targeting based on the user's location, known as location-based services, is of particular interest. Simon Morton points out that with the many targeting options based on socio-demographics or user interests, online advertising is much more advanced today. Nevertheless, mobile advertising is increasingly being booked by all customer segments, as the publisher representatives confirm. In the case of marketers, Admazing mainly sees experienced customers for whom online advertising is now an integral part of the marketing mix and who want to go one step further. Meanwhile, Stailamedia distinguishes between two groups: On the one hand, companies that have launched mobile applications for their customers and want to push them to the top of the download charts as quickly as possible. On the other hand, the focus is currently on brand communication.

According to Google, 79% of all websites globally do not have a mobile landing page, i.e. they are not optimized for use on mobile devices. This clearly shows that although the topic of mobile is very popular, expertise and experience in this area is still far from being sufficiently established everywhere. The communications industry is clearly building up expertise in this area. Stefano Buzzi, for example, says: "Know-how has grown noticeably in recent months and is now considerable at many agencies." But Simon Morton qualifies: "A lot of additional training and experience is still needed in this area." As in the entire online sector, the complexity is high. And Michael Baum laments: "Unfortunately, both advertising segments still lack the large creative budgets to actually produce a separate subject for each campaign objective." There is still a lot of testing and experimentation going on in mobile advertising. Many things are being done for the first time, as many of the advertising spaces and technologies have only recently become available.

Reliable and comparable reach and success figures are needed in order to plan and manage mobile campaigns effectively. Google sums up the current situation as follows: "Most people don't understand their mobile traffic, be it on their websites or in their campaigns." That's why they want to help advertisers, site operators and agencies to better understand the special characteristics of the mobile sector. In Switzerland, mobile users are not shown separately in the current Net-Metrix figures, but are treated in the same way as other online users. According to Buzzi, Tamedia is interested in "credible usage figures that reflect all channels" and is therefore supporting a Wemf project that will make it possible to compare the figures for the various channels from next year. The criteria for a successful app are the download charts and the corresponding ratings. Baum points out that the exact download figures for apps are rarely published, however, which is why unique users cannot always be determined. Page impressions, on the other hand, can be easily identified by integrating an ad server. Christoph J. Walther

MOBILE TRENDS

The following aspects are particularly important for assessing future developments in the mobile sector:

Growth: Unlike new technologies in the past, smartphones are spreading much faster. Swisscom sold 322,000 mobile devices in the first quarter, more than half of which were smartphones. And revenue from mobile data transmission by Swisscom customers rose by 23.1% compared to the previous year.

Rich-Media: There is still hardly any video advertising on mobile devices. This will change as soon as speeds and availability continue to increase, the cost of mobile data transmission decreases and more flat-rate tariffs are offered.

LBS (Location Based Services): Enormous opportunities for completely new campaigns and forms of advertising will open up if location-based data is one day combined with profile information and recommendation marketing from social networks - assuming user consent and data protection.

mCommerce: Experience shows that users in the mobile sector are more receptive to payment models. Shopping and paying with a click on a smartphone is already a reality today. The mobile share of eCommerce will be an important growth factor in the coming years, which is why not only publishers with payment apps for content, but also more and more retailers are setting up mobile-optimized online stores with corresponding payment models.

NFC (Near Field Communications): If cell phones are equipped with an NFC chip, they can be used to pay securely at the POS. But they can also be used for ticketing and couponing. Because it is lucrative to participate in such payment streams with business models, a wide variety of solutions with this abbreviation will be the talk of the town in future.