Very excited to announced a new partnership in China. Asia is a great fit for our technology and I expect we’ll be doing much more in the region this year.


MENLO PARK, CALIFORNIA and DONGGUAN, CHINA – Foocaa, Inc., the leading gateway to China’s affluent households, and Incoming Media, the premium mobile engagement platform, today announced a partnership for video monetization via Foocaa’s smartphone community apps.

Foocaa’s Ziizaa and Fooki apps, which allow residents of high-end condominiums to access utilities and services within their communities, will now include Incoming’s premium video SDK. Incoming’s SDK pre-loads high quality video content onto smartphones and notifies the user with personalized timing using patented machine-learning technology.

Videos are delivered over WiFi so users’ mobile data allowance is not used. The notification appears at a customized moment for each user based on their daily routine, to be as unobtrusive as possible.

Foocaa and Incoming will deliver video content such as information about local apartment communities, weather and sponsored messages to Foocaa’s 3m+ households under management.

“Foocaa chose to partner with Incoming based on their unmatched technology,” said Tony Huang, CEO Foocaa. “Their team has spent many years developing intelligent video delivery that puts a quality user experience at the center of their solution. Incoming will help us realize the enormous potential revenue in the China market from delivering targeted video communications to our high-end demographic.”

 “China is the most dynamic smartphone market in the world, and the Foocaa team are clearly leaders in the digital community space,” commented Mark Adams, CEO, Incoming Media. “It has been outstanding to partner with a forward-thinking company that understands the power of video to engage and monetize smartphone users. We are looking forward to growing with Foocaa in China over the coming years.”

About our friends at Foocaa:

Foocaa-tech is a Chinese-based technology company, providing digital solutions to over 3,000 communities and directly serving over +3 million affluent Chinese households as their trusted ‘Digital Hub’ of choice, connecting an ecosystem of Chinese households to their private communities.

Foocaa’s turnkey platform digitally integrates, connects, and modernizes Chinese communities and creates a connected ecosystem. In doing so, Foocaa has created a curated gateway to the top 25% of the Chinese consumer segment through being a valuable community provider and technology partner.

Incoming Live in the Philippines with Globe


Very excited to announce our first mediaphoneX deployment in Asia, with Globe Telecom, the Philippines’ leading mobile carrier. Our SDK is hosted in the popular SEATS restaurant reservation app, an initiative of the Globe Digital Ventures team.

The Philippines is the perfect market for Incoming’s technology. It’s a truly a mobile-first market, with 117% subscriber penetration. And they happen to love social media, holding the number one spot in the world for time spent on social networks.

SEATS is a great example of using high-quality mobile video to engage users at the perfect moment, with relevant messaging about restaurant deals, and brands. Building a contextual profile in a privacy-protecting manner is key to delivering the right video in the most appropriate context for the individual. As Glenn Estrella of Globe comments:

“Globe chose to partner with Incoming based on their unique technology. Their team has spent many years developing a mobile video notification that puts a quality user experience at the center of their solution. We are looking forward to seeing an increase in engagement and additional monetization opportunities for both SEATS and MYNT, and other applications to come.” said Glenn Estrella, Vice President of Globe Telecom’s Digital Ventures and President of AdSpark.

“Globe is always out looking for new innovations to help businesses flourish. Through this new acquisition of mediaphoneX, we have redefined push notifications from as simple as SMS to videos that direct you to the website,” Estrella stressed.

Globe are a particularly innovative and forward-thinking telco, which makes them fantastic a fantastic partner for an early stage company like Incoming. Look out for a number of new app launches, including financial services app MYNT, from Globe Digital Ventures and Incoming Media in 2017.

If Rio was Mobile-First, then Tokyo will be the Pre-positioned Olympics


There’s no question that the Rio Olympics has been a streaming success, cementing mobile’s place as the first screen for video.

US TV ratings have declined 20% from London in 2012 but video streaming has boomed. Akamai delivered more video traffic in the first three days of Rio than during the entire 2012 London games.

Back in 2012, social mobile was massive but adoption of video was still nascent. Facebook’s famous mobile pivot had just begun. Snapchat Stories and Meerkat’s live streaming debut at SXSW were still more than two years away.

Now in 2016 mobile video is ascendant. The BBC Sport mobile app set a weekly record with 4.4m unique users, including 2.7m uniques in a single day. In China the Games are on mobile for the first time. 67 percent of Chinese viewers watched on their smartphones, even though state broadcaster CCTV imposes a 30-minute delay. Australian broadcaster Channel Seven smashed records, with 2.8m streams on the first day of competition.

Mobile video will continue its gold medal performance at Tokyo 2020

According to Cisco, 75% of the world’s mobile data traffic will be video in 2020, up from 50% today. If growth continues at this rate, the network infrastructure that delivers streaming over the Internet will be under pressure.

5G networks promising increased speeds and capacity are on the horizon, but the actual standards are still being written, and widespread rollout is not a sure-thing by mid-2020.

Broadcasters need mobile streaming strategies that deliver both an excellent user experience, and guarantee underlying ad revenue

One approach is smoothing peaks and troughs in network utilization by separating video delivery from consumption. However sports, like few other media properties (news and singing contests?) contain the bulk of their value in ‘live’. Content pre-positioning does have a role to play though.

Depending on the viewer’s timezone relative to Tokyo, it could make sense to pre-position highlight clips of the favorite team or particular sports according to user preferences. This can be done while the mobile is connected to WiFi, or pushed out over off-peak cellular networks. When fans wake up, their package of swimming or track finals is available in instant start-HD, free of any network delivery issues.

For the live events generating millions of concurrent streams, this isn’t an option, but intelligent delivery still has a place. Ad units for each live event can be delivered ahead of time. This allows them to be inserted in to the live stream as the primary ad unit, or as a backup if there are delivery issues with the streamed version. Guaranteed play out means maximum fill rates and no lost revenue opportunities.

Mobile world records will once again be set at Tokyo 2020 as audiences continue their migration from linear TV. Olympic broadcasters and rights-holders have time to plan pre-positioning strategies as both viewers and advertisers demand increasing quality and performance from their video experience.

Mark Adams is CEO of Incoming Media. We use high quality video and machine intelligence to enhance the value of mobile subscribers. If you’d like regular Gold Medal updates on the business of mobile, please like this post and follow me.

How Trading Doritos for Data is Transforming Mobile


Imagine you had to choose between using Facebook and buying a packet of corn chips?

Such a choice might seem hard to imagine in affluent San Francisco or Sydney, but in emerging markets like India, opportunity costs are on an entirely different scale.

The Wall Street Journal noted yesterday: “Nestlé SA, Coca-Cola Co. and others selling consumer products to India’s 1.2 billion people say that as their poorest customers start spending on smartphone data, they have fewer pennies left over for snacks, sodas and shampoo.”

The WSJ does caution that “the evidence for this trend is largely circumstantial…data consumption is accelerating rapidly, while at the same time sales growth at some of India’s largest consumer companies has slipped to a two-year low”. The macro trends appear to support the argument.

India’s smartphone user base is now over 220m, second only to China, and ahead of the US. Adoption has been driven by intense price competition among the 150 brands of Android-powered devices on the market, with entry-level options available for under $100.

While smartphones are getting cheaper, data is still relatively costly, and most consumers pay as they go, rather than opt for monthly plans. So for many, casual browsing on a smartphone is not affordable unless some other discretionary spending is forgone.

Data costs real money for consumers, for a reason. Billions have been sunk into building out 3G and 4G networks. And operators require a return to make the economics work. At some point, the consumer runs out of wallet, and even in high-growth markets, ARPU peaks and starts to decline.

Operators are looking at alternative revenue sources to increase ARPU, and brands are looking at new ways to engage consumers. It’s easy to see brands and operators forming partnerships where subscriber attention is exchanged for subsidized data, text and calls.

Rolling out these type of programs should be done in a sensitive way. Brands can’t bombard subscribers with hundreds of ads, degrading the user experience. Facebook’s Free Basics initiative faced criticism for perceived restrictions on sites that could be accessed, and violations of net neutrality principles.

Other factors like privacy, device storage and power consumption need to be factored in to ensure that the value exchange doesn’t create issues for both operator and consumer.

Sophisticated techniques like pre-positioning video using off-peak network, and using behavioral signals from the phone to learn when to best engage the consumer will drive adoption across operators and brands.

Operators must develop new revenue streams as ARPU declines. This will drive a wave of innovation in mobile plans and consumer engagement, resulting in a better deal for emerging market consumers.

Mark Adams is CEO of Incoming Media. We use high quality video and machine intelligence to enhance the value of mobile subscribers. Like this and follow me for regular updates on the business of mobile. 

Closing the Gap: Smartphones vs TV


What’s the difference between mobile and television?

About $22billion, at least where advertising budgets are concerned.

It’s known as the “Meeker Gap“, the difference between time audiences spend on mobile and the total dollars put against mobile ad campaigns. It’s a key data point from the Internet Trends Report over the last five years.

People spend 36% of their media time watching TV, so it receives 39% of the advertising spend. Fair enough. But people now spend 25% of their time on mobile, and it’s only getting 12% of the spend. And guess which audience is shrinking versus growing?

These numbers represent one of the greatest opportunities in media and technology right now. So why does this gap exist, and who are going to be the winners when mobile gets its fair share of marketing budget?

Firstly the gap exists because of fundamental issues with the delivery of mobile content. Quite often programmatic ads don’t execute in time, or there are delays due to network latency, or lost cellular coverage. Issues around attribution transparency, analytics and conversion of users have also been identified by marketers as challenges with mobile.

Overall digital is underweight in marketing spend and some of this money is actually flowing back to television. The 2016 Upfronts were a bumper year for the TV business, even as shrinking audiences are spread across an increasing volume of programming. But analysts still predict the long-term decline of TV ad revenues.

The beneficiaries of the mobile ad boom are Facebook, Google and recently Snapchat, a true 21st century media company. The mobile giants will continue to grow. But what about mobile operators and the hundreds of billions they spent over the last decade building out 3G, 4G and soon 5G networks, that allow the Internet majors to flourish?

With a media strategy with video at the center, operators can redirect some of that ad spend away from FB and Google. They have unparalleled first party data, the ability to zero-rate content, and can deploy intelligent content delivery to optimize their networks.

Solutions like Incoming’s artificial intelligence-based approach deliver smart ways of prepositioning video, and brand new contextual analytics. This is a whole new business model for operators as their subscribers turn into audiences, hungry for entertainment. New types of plans centered around premium content, app recommendations and value exchange will emerge as drivers of growth for operators.

Ad spend will continue to flow to mobile, television’s last gasp notwithstanding. But why should all those extra billions be siphoned off by Snapchat, Facebook, and Google? By capitalizing on escalating video consumption and a unique relationship with subscribers, mobile operators can make advertising a source of bottom line growth for years to come.

Mark Adams is CEO of Incoming Media, a startup creating new revenue models for mobile operators using smart video. Like this and follow me for regular updates on mobile, media and the video value chain.

AI drives the next level in mobile media engagement

At Incoming, we are leveraging advanced machine learning to drive the next level of mobile engagement with video. Using AI / ML to fix both personalization of mobile content and timing, and also predictively pre-positioning content to create compelling mobile user experiences.


Incoming Media investor Intel Capital ranked no.1 AI investor

AI techniques are an enabler that promise to really drive mobile media into whole new levels of compelling engagement. Recommendation engines with basic machine learning were the first generation of personalization. AI enables a whole new level of continuously learning what each individual want next.

The ability to deeply understand what each user wants, how they interact with their mobile and to predict what users want next. AI enables the next level of continuous optimization of a personalized mobile relationship.

To learn more about Incoming Media’s solutions for mobile video, please contact us.

TV of Tomorrow 2016 – 5 Minute Defense

Thanks to Colin Dixon of nScreenmedia for organizing this event at TVOT. I’m talking about the benefits of Push Video over streaming. 

See Colin’s site here.

Have a great weekend!