SMAATO Press: Smaato releases new white paper on Mobile Advertising Optimization

Smaato releases new white paper on Mobile Advertising Optimization

NEW YORK, June 1, 2009 – Smaato, the leading global mobile Ad Optimizer, released today its new white paper on Mobile Advertising: “Higher revenues with mobile Ad Optimization & global Ad Network aggregation.” The white paper can be downloaded at

The white paper describes the opportunities mobile publishers and developers have to monetize their inventory world wide. It explores how different mobile fill rates can be expected from mobile ad networks and what types of pricing tiers are out there for mobile inventory. It also explains how ad revenue optimization works, and helps to realize the true potential of mobile inventory.

“Publishers of mobile websites & developers of cool mobile apps face the growing challenge of matching their expanding global popularity with the daunting task of filling their ad inventory associated with those very services. Smaato identified this issue many moons ago, and is capitalizing on the provision of global mobile ad optimization using its SOMA platform. Smaato has come from nowhere and gained significant experience and footprint in this section of mobile advertising and marketing in a very short, yet incredibly successful, period” states Nick Lane, Chief Researcher / writer, mobileSQUARED.

The information featured in the white paper is based on the experience of Smaato’s ad ops and engineering teams over the last years in order to boost mobile ad revenues and give mobile publishers the opportunity to maximize their Ad ARPU.

“The buzz in the mobile advertising space is around delivering the right ad to the right person – even better if this occurs in the right context. But the real issue publishers face is how to identify – in real-time – the right ad network to deliver the right results,” added Peggy Anne Salz, Chief Analyst at MSearchGroove (MSG). “Smaato, a global company whose own evolution shows its grasp of the key issues impacting the mobile advertising business ecosystem at all levels, has gained significant traction through its ability to dynamically identify the ad networks that monetize publishers’ inventory best. This innovation is core to Smaato‘s competitive advantage and pivotal in moving the mobile advertising industry to the next level.”

Meet Smaato at MMA New York: Harald Neidhardt, CMO & Co-Founder of Smaato, will moderate a panel at the MMA Forum: International Innovation in Mobile – What are the trends for the future? June 3rd, 12:30 – 12:50pm.

Press contact Smaato Inc.
Harald Neidhardt
CMO & Co-Founder
Smaato Inc.
3 Lagoon Drive, Suite 170
Redwood Shores, CA 94065
Phone (USA): +1 (650) 286 11 98
Phone (Europe) +49 (40) 35 71 83 88

About Smaato Inc.
Smaato is a pioneering mobile advertising company that operates the mobile ad optimization platform called SOMA (Smaato Open Mobile Advertising) and partners with mobile publishers, developers, ad networks and operators.

SOMA’s unique feature is the aggregation of multiple leading ad networks globally to maximize mobile advertising ARPU in more than 200 countries. SOMA can be easily integrated with ad networks, ad inventory owners (publishers, developers and operators) and 3rd party ad technology providers.

Smaato is an active member of the Mobile Marketing Association, the Advisory Group and the German Digital Media Association BVDW. Smaato received a Top 100 Private Company Award by AlwaysOn Media (2009 & 2007) and was an Andrew Seybold Choice Awards finalist at CTIA 2008 for best Newcomer, among other awards.

Smaato Inc. is based in Redwood Shores, California. The privately held company was founded in 2005 by an experienced International management team. The European headquarters are in Hamburg, Germany.

About mobileSQUARED
mobileSQUARED offers the very latest bespoke research, analysis, forecasting, and insight on the mobile data market. From in-depth reports, to agile research in as little as 48 hours, business model analysis, unique market data, and contract publishing, our team of industry experts deliver it. Our complimentary research newsletter is published every six weeks, which offers in-depth analysis on key areas of the mobile data market – sectors, companies, territories and individuals. For more information, please visit

About MSearchGroove
MSearchGroove is a leading source of in-depth analysis and commentary on mobile search, mobile advertising, and social media. Peggy Anne Salz, Founder and Chief Analyst, leads a committed team of industry experts, undertaking custom research and consulting projects. Her most recent series of practical how-to white papers covers the basics of mobile advertising and mobile analytics, indisputably establishing her as a mobile advertising authority. For more information, please visit:



Guys, it is about time to leave your laptop at home and move your buck out of your comfortable armchair! Let’s spare a moment to immerse yourself in the beautiful nature ecosystem. But, You guys must be wondering where to find such place in the highly-urbanised Singapore.


TreeTop Walk 010Last Sunday, my girlfriend brought me for a trip down to HSBC TreeTop Walk, the first of its kind in Singapore that offers a bird’s eye view of the community of plants and animals that live in the forest canopy.


I have resisted myself for bringing any gadgets to this place but I just couldn’t bear to keep my HTC phone at home. GPS and Google map are actually helpful in terms of getting us to Venus Drive’s car park (though most of the time, the phones are actually not much use except for adding loads during the trail) Morale of the story, if you have 2 phones like I do, just bring one for the trip.   

 TreeTop Walk 060


The Free-standing suspension bridge connects the two highest points (Bukit Peirce and Bukit Kalang) in MacRitchie and the total length The total length of the walkway is about 250m and its height from the forest floor varies, with the highest point at 25m.


I didn’t expect to see such a beautiful scenery in our forest.  I guess the location of the bridge has been carefully selected so as to see different segments of the tropical forest. I can imagine how magnificent the area  will be during sunrise or sunset. But you won’t get the chance to see it as the bridge will only be opened between timings 9am – 5pm (Tue-Fri)  and 8.30am – 5pm (weekends and public holidays). Monday will be closed. So disappointing!!

TreeTop Walk 035 (Picture) Central Catchment Nature Reserve

This is my first trip to the TreeTop Walk so I didn’t know that dogs are not allowed in the nature reserve. I don’t exactly know the rationale of such rule  set by National Park but apparently, the monkeys got pretty agitated when they saw my dog which was why I hand-carried my dog almost throughout the trip.(Man, don’t think that carrying a small dog is easy! it can be a tiring task!!) I am not going to bring my dog again if I happen to come for a second visit.


PLease be mentally prepared before you go. The distance to the entrance of the TreeTop Walk is approximately 4.5 km (it is about 1.5 – 2 hour of walking) from the MacRitchie Reservoir Park and 2.5 km (45 mins – 1 hr walk) from the carpark at Venus Drive. A round trip including the TreeTop Walk is about 7 to 10 km (3-5 hours depending on your walking pace)


Note: Getting to Venus Drive By Bus: Take bus nos. 132, 163, 165, 166, 167, 640, 855 or 980


For more information, you may wish to visit National Park website


p.s. I have uploaded some more photos. You may wish to view it in my facebook here.


BuzzNet Tags: ,,,,






The current crisis has wiped out the global market confidence but not the ambitions of the entrepreneurs.


And the Association of Small and Medium Enterprises (ASME) and the Rotary Club are aiming to recognise those who have succeeded this year despite the many obstacles. 



















The Entrepreneur of the Year Award is now into its 21st year. It seeks to honour successful entrepreneurs who have been able to recognise opportunities, take appropriate actions and accept the associated risks.
Past winners include homegrown firms like Charles and Keith, Breadtalk and Qian Hu.


What are the qualifying requirements? 

  1. The Candidate must be an entrepreneur who has been in business for at least three years, and has demonstrated outstanding entrepreneurial qualities in growing and developing the business.
  2. The Candidate must be a Singapore Citizen or Permanent Resident, who is above 21 years of age.
  3. The Candidate’s company must have a minimum 30% local equity.
  4. If the Candidate owns between 10% and 30% of the Company’s shares, he/she has to be nominated by the Board of Directors.
  5. Total fixed production assets of the Candidate’s company should not exceed S$30 million. Total number of employees must not exceed 400 if the Candidate’s business belongs to the service industry.
  6. The Candidate’s company must neither be a listed company nor a subsidiary of a listed company.
  7. The Candidate’s company must hold at least three years of audited books of accounts, which must be submitted for evaluation.

Submissions for the award will close at noon on June 30, 2009. Visit the website at



14 May 2009 I was invited for the media launch of HTC Magic at Raffles Hotel Ballroom. (Finally, Magic has come to Singapore!!Yeah!!).  Thanks to Rina from The Right Spin Pte Ltd for inviting me to this exciting launch of the 2nd Android Phone by HTC. The launch was accompanied by a magic show by Jeremy Pei. Watch the video below.

So what’s new for HTC Magic in Singapore? First of all, HTC Magic, unlike HTC Dream, will be made available to all 3 Telcos in Singapore. This is certainly a good news to non-SingTel customers. Furthermore, any upgrades on HTC Magic will be done directly through HTC instead of over-the-air provided by Telcos. You can save on your data charges :).


The HTC Magic is light and handy [113mm (L) x 55.56 (W) x 13.65 mm (T) and weighs 116g (with battery)] The 1340mAh Lithium-ion battery gives you a standby time up to 420 minutes in a GSM network.     

HTC Magic Launch@Raffles Hotel 018

Despite a small 3.2-inch TFT-LCD flat screen, typing on the touch screen has been reasonably comfortable (at least for a guy like me).

HTC Magic Launch@Raffles Hotel 022

We tried watching Channel News Asia Live on Magic. I was impressed by the fast HSDPA connectivity and the high processing power in this device. The graphic was excellent with 320×480 HVGA resolution screen. But, the picture quality taken by its 3.2 megapixel camera is poor.  


There are value-added application for this Android-powered HTC Magic. Besides Google applications such as Gmail and Calendar, business users will still be able to enjoy Microsoft Exchanges and other 3rd party applications such as Blackberry and Digital Compass. Digital Compass is pre-installed in the phone. 


With Google’s plan of providing street view of Singapore, the in-built G-Sensor will certainly prepare users for better street navigation in the future.


Initial impression


– Responsive interface and good graphics

– Google applications



–  poor camera quality


The new HTC Magic will be available from early June 2009 at all authorized resellers at a suggested retail price* of S$1,048. Standard retail HTC Magic package will come with a 2GB microSD card.

HTC website:


*All prices are subject to pricing policies of individual operators.




Product review on Sony walkman

I would like to make known to you guys that the review of Sony Walkman is up at The Neo Dimension! But….it is not written by me. I have passed the device to a lady friend of mine who is rather new in the Singapore blogosphere.  This is her first review on technology product and I have to say that it is a very well-written one. You may wish to read her review below.

“ Ok, so some of you might have seen the new wearable Sony Walkman® on advertisements. If you are thinking of getting one of these lovely MP3 players, then you have come to the right place. Here, I will give you a showdown of Sony’s latest Walkman® MP3 player – NWZ-W202.

The Physical Design

NWZ-W202 features a new wearable style that does not involve any headphone cords. Well to be exact, the cord is stiff and shaped such that the set warps around your head. So you can say goodbye to the days when you have to wrestle with tangled cords that always gets into the way.

The earpiece does fit comfortably, though it required a bit of time to find the right angle to wear it and getting used to it. Once worn correctly, the player sets snugly around the head and stays in place even when I ran with it. Therefore, this set should serve sports enthusiasts and gym goers very well. However, the mini USB port on the bottom of the right earpiece is not covered, so people who sweat a lot might have to be a little more careful not to let sweat enter the mini USB port.

For users who carry their laptops or bags in one hand and thus have the habit of operating their players single-handedly might want to note the following point. The only time I found the design not-so-user-friendly was when I removed the headset to pick up a call and I tried to put the player back on single-handedly. Perhaps the complication arises from the fact that I had long hair and I was trying to cover up the player with my hair. Users who have short hair or have their hair tied up shouldn’t have problems wearing the player single-handedly.

Features of the device

The Sony Walkman® NWZ-W202 offers a memory of 2GB. I find that 2GB memory is decent enough, though I would always welcome a bigger storage capacity. And like all other Sony Walkman®, the NWZ-W202 offers good sound quality.

MMF@suntec 27 - 29 APR 014

All the controls are on the right earpiece. The jog dial and volume controls are on the bottom, and the shuffle switch is on the back. To switch on the player, first separate the two earpieces which are held together by a magnet, and then press and hold the jog dial. To switch off the player, you simply attach the two earpieces together. It was quite easy to get used to the controls, so operating the device should be a smooth experience for most people. The shuffle switch is more difficult to operate while wearing the player though.

NWZ-W202 features this ZAPPIN™ function whereby users can listen to 4 seconds excerpts (ZAPPIN™ short) or 15 seconds excerpts (ZAPPIN™ long) then select the song they want to listen to. To change to ZAPPIN™ playback, simply press and hold the jog dial until “Zappin in” is heard when the player is in normal playback mode. To trigger between ZAPPIN™ short and ZAPPIN™ long, press and hold the jog dial until “Zappin short” or “Zappin long” is heard. When you hear the excerpt of the song you want to listen to, simply press the jog dial and you will be back in normal playback mode.

While this can be a pretty handy way to find your songs, my grievances about the player is that once you select a song and go back to normal playback, the player doesn’t automatically go into ZAPPIN™ mode so that you can select your next song. Instead, it just continues to play the next song as it would in normal mode. It would be lovely if there is an option to go back to ZAPPIN™ mode automatically so that you can continue to select songs. So for myself, I have chosen to keep forwarding to the next track until I find a song that I like instead of using the ZAPPIN™ feature. Nonetheless, ZAPPIN™ is still a cool feature to have.

­Battery life

NWZ-W202 has quick charge ability where 3 minutes of charging will provide approximately 90 minutes of playback time. This is handy when you’re in a rush and needs to power up your player quickly.

Sony claims that playback at MP3 128 kbps will give approximately 12 hours of playback time, whilst playback at WMA 128 kbps or AAC-LC 128 kbps will give approximately 10 hours of playback time. It takes about 1.5 hours to charge the player fully.

Of course I didn’t get the full 10 hours of playback when I tested the player, but when fully charged, the player can certainly last you throughout the day.


In conclusion, the Sony Walkman® NWZ-W202 is definitely a strong contender to Apple’s iPod shuffle and should appeal to gym goers who want a practical, simple player with good sound quality.

The NWZ-W202 comes in five juicy colours (Black, Pink, Green, Purple and White) and retails at SGD129.



– Cordless style

– Player fits snugly and holds well during exercise

– Comfortable controls

– Simple interface

– Good sound quality

– Decent battery life & quick charge

– Affordable price

– Choice of colours


– Mini USB port is not covered

– Limitations of ZAPPIN™ feature “

Sorry guys, I can’t reveal her blog site as she has said to me that she will rather remain anonymous.

Movie review for the European union film festival

Untitled In conjunction to the upcoming 19th European Union Film Festival (EUFF), I was invited to the EUFF’s Bloggers Movie Nite for an exclusive preview of the Swedish Movie Wolf (Swedish title Varg) at the Swedish Embassy Residence. 

The story goes about a middle-aged man, Klemens (starred by Peter Stormare), who lives alone in the wilderness, watching the reindeers. His young nephew, Nejla (starred by Robin Lundberg) admires him and wants to follow in his footsteps. But neither his mother nor the modern society will allow that to happen. One day, the herd is attacked by a wolverine and they react without regard of the protection law for the wolf.   

The movie is beautifully filmed with magnificent, jaw-dropping scenery of the  snow mountains at the northern part of Sweden. Prior the movie preview, I expected the movie to be rather slow-paced. However, I would like to comment that the movie has been well-paced and the director’s message of the cultural difference within Sweden has been well-summarized in this 95-minute movie.

Further, Wolf introduces the audience to the Sami, the indigenous people of Northern Sweden who have their own language, culture, faith and the way of life as well as explore the Swedish justice system in a way that shows the conflict between tradition and modern-day society.

Movie Trailer

Wolf will be screened on the 7 May 2009 during 19th European Union Film Festival (EUFF) at Golden Village VivoCity. Tickets are available for sales at Golden Village website:

Besides Wolf, the 19th European Union Film Festival (EUFF) will be featuring 19 critically acclaimed films across several different genres such as Hunting and Gathering (France), London to Brighton (UK), and Playing Solo (Finland) to provide varied viewpoints into the EU’s member nations.

The festival will be officially opened on the 7 May 2009 at Golden Village VivoCity by Guest-of-Honour RAdm (NS) Lui Tuck Yew, Acting Minister for Information, Communications and the Arts, and will be run until 17 May 2009.    


For more information, please visit the website:


Meet global business leaders at mobile marketing forum asia 2009 in singapore

Mobile Marketing Forum Asia 2009 is organized by Mobile Marketing Association (MMA) and co-organized by Singapore infocomm Technology Federation (SiTF). Supported by Infocomm Development  Authority (IDA) of Singapore, the forum brings together the entire mobile marketing ecosystem to discuss developments and best practices in the industry at Suntec City Convention Centre.


I was very glad to be invited by Joan and Jeff from the Rice Communication as the technology blogger for this event. The event is truly a cohesive community of mobile businesses. Within the short 2 days, visitors will be expecting more than 40 talks on mobile marketing and the available technology that has changed the way businesses communicate with their customers.

MMF@suntec 27 - 29 APR 119 (Picture above) Program Schedule

The 2-day event connects regulators, brands, agencies, content aggregators, carriers, device manufacturers, technology developers and other major players in the mobile marketing industry. The event also includes a special focus on Visual Code to highlight ongoing technology developments with barcodes, zap codes, QR and similar interactive modes of content capture.

MMF@suntec 27 - 29 APR 099

MMF@suntec 27 - 29 APR 100 (Picture above) Complimentary TCC’s Premium Coffee

Another interesting element of the event is live streaming where attendees can text in their questions via the live stream platform which are projected on to the event screen. The live streaming is done by

     MMF@suntec 27 - 29 APR 105 (Picture above) Live Questions from abroad

In my opinion, marketing is about communication with the customers. MMF highlights the key essences of mobile marketing in Asia and this has certainly benefited not only for those who are already in the mobile business but also, companies which are currently exploring mobile as the new channel to engage their customers. 

The event happens on 28 & 29 Apr 2009.

For more information about the event, please visit

Swarm, Share and Save – New Web Portal By DELL

I was informed about the launch of DELL’s latest web portal – DELL Swarm, an interactive website that serves to expand DELL’s business scope in the digital space. Thanks Tania from Ogily for inviting bloggers to attend the session at Geek Terminal. So what exactly Swarm is? A Swarm is a group that forms to buy selected Dell laptops powered by the latest Intel® processors for less.

 DELL 037

How it works?


Start by picking the laptop you would like to purchase.

Be the first buyer to join a Swarm and you’ll enjoy a price lower than’s best discounted price (after cash rebates)


Join a Swarm after, and you’ll enjoy a new, lower price – as will all the other buyers. To see the range of prices, simply slide the Swarm price bar downwards.


When you’re ready to join the Swarm, click on the Buy button, register and we’ll contact you once the Swarm ends and the price is finalised. This happens once the limit of 15 buyers or 72 hours is reached.



To get the maximum discount, grow the Swarm by Sharing with your friends.



If you are not ready to buy, you can follow the swarm. You’ll then receive updates via email and SMS


So when is the launch of the site?

Currently, the site is in Beta and it will be up on 5th May 2009. The following will be the first batch of DELL products of Swarm.

a. Inspiron Mini 12
There’s a new kid in town. One that’s super thin and ultra-portable – the Inspiron Mini 12, weighing in at less than 1.1" thick and 1.236 kg.
• Intel® Atom TM Z530 Processor
• Vibrant 12.1" display
• Advanced wireless options for superior mobility
• Dynamic and customisable user interface

b. Dell Studio 14
Get creative and connected with this personalised, Hi-Def, 14.1" widescreen laptop with rich multimedia features.
• Powered by Intel® Core™ 2 Duo processor T6600 for compact performance
• Experience intuitive interaction with multimedia keys, which illuminate when touched.
• Sleek and Stylish
Products on offer the 2nd week (12th May 2009):

c. Dell Studio XPS M1340
Blending power with elegance, the Studio XPS 1340 is designed to deliver the ultimate mobile laptop experience.
• The latest Intel® Core™2 Duo processors P8600 for blazing fast performance
• Premium design with genuine leather accents, anodised aluminum, edge-to-edge display and
backlit keyboard
• Optional NVIDIA® Hybrid SLI graphics deliver incredibly lifelike videos, movies and gaming
• Watch all your DVD movies in brilliant HD with automated hi-def up-conversion

d. Dell Studio 14
Get creative and connected with this personalised, Hi-Def, 14.1" widescreen laptop with rich multimedia features.
• Powered by Intel® Core™ 2 Duo processor T6400 for compact performance
• Experience intuitive interaction with multimedia keys, which illuminate when touched.
• Sleek and Stylish

Visit on the 5th May 2009! Stay tuned! Tags: ,,,

Movie Teaser: The Storm Riders 2 – The Storm Warriors

I have waited almost ten years for the movie! Finally, The Storm Warriors (风云2) is scheduled for  release at end of 2009.  The Storm Warriors starred by Ekin Cheng and Aaron Kwok is the sequel of the 90s box-office hits The Storm Riders (风云之雄霸天下).  Below are the collections of the video teasers of the movie.