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Digital Intelligence
Your monthly review of new research and trends in digital marketing
November 2010

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Digital Strategy Consulting


After years of anticipating the mobile web, it seems most marketers are struggling to make it work for them. Latest research here in the UK revealed half of firms don't check their sites on mobiles - and we'd speculate that for those that do the findings can be pretty uncomfortable. Most brands fail to ensure their sites work well on mobile browsers, and fail to give consumers what they're most likely to be looking for on the move. Digital strategies need to play to the consumer's mindset as well as the strengths of the channel, and like the early days of the web, more brands get it wrong than right.

Exceptions include Gap in the US, where this month their Facebook places promotion (10,000 jeans for the first 10,000 consumers to use their mobiles to 'check-in' at their checkouts) was clearly a great route to crowd-sourcing in mobile social spaces, creating 10,000 signposts for other consumers to follow.

Facebook also had us adding more 'fan' badges as their online ad targeting propelled them to take nearly a quarter of US web display ads. For media planners the offer of campaigns with almost no media wastage is intoxicating, and even the British Royal Family are now targetable - embracing Facebook with the launch of their first monarchy page; time to become 'Friends' maybe?

And finally if you're a busy digital exec planning to escape off the grid this Christmas, rest assured you can now check your emails even while climbing Everest - thanks to the Nepalese telco planting the mountain's first 3G base station. You never need be away from email again!

Enjoy the research and news roundup - full stories and data at the end of the jump.


Best from all @ Digital



Danny Meadows-Klue
Founder and Chief Executive
Digital Strategy Consulting

 

Trends
www.DigitalStrategyConsulting.com/intelligence

Number of web searches: Top 10 countries
Billions of searches: Worldwide internet searches increased from 90 billion in December 2008 to 131 billion in December 2009, a rise of 46%.

Digital Strategy - Number of web searches: Top 10 countries. Billions of searches: Worldwide internet searches increased from 90 billion in December 2008 to 131 billion in December 2009, a rise of 46%

Internet visits: Top 10 European countries
Netherlands and UK lead in intensity of web use. Number of times the internet was accessed by average visits per visitor (September 2010)

Digital Strategy - Internet visits: Top 10 European countries. Netherlands and UK lead in intensity of web use. Number of times the internet was accessed by average visits per visitor (September 2010)

Top 10 sites in Spain: Search and social dominate list
More than 90% percent of the Spanish internet population use the web for search and social networking, according to new data.

Digital Strategy - Top 10 sites in Spain: Search and social dominate list. More than 90% percent of the Spanish internet population use the web for search and social networking, according to new data

Regional e-Intensity index score: UK
London is the centre of internet use in the UK.

Digital Strategy - Regional e-Intensity index score: UK. London is the centre of internet use in the UK

Size of the internet economy: UK
Sector size as a share of 2009 GDP.

Digital Strategy - Size of the internet economy: UK. Sector size as a share of 2009 GDP

Top 20 web properties in Poland
Most visited web properties in Poland ('000 people per month).

Digital Strategy - Top 20 web properties in Poland. Most visited web properties in Poland ('000 people per month)

James Murdoch: Digital newspapers 'will act more like cable channels' for ads
Newspapers will increasingly to act more like cable channels as they move to the web and mobile apps, creating a wholesale marketplace for advertising, according to James Murdoch, James Murdoch, News Corp.'s chairman for Europe and Asia.
Keep reading...
15/11/2010

19.2m UK households online... but digital divide remains
Around 19.2 million UK households are now online, but just 26% of those on the lowest incomes have access to the web, according to new research. In its first ever collation of trends in "e-society", the Office for National Statistics (ONS) reveals that 83% of families with children have online access.
Keep reading...
12/11/2010

Web users 'ignore generic photos online'
Random or stock images on websites are often ignored by users, who generally prefer to look at 'real' people, according to a new report. The study, from web design consultant Jakob Nielsen, used an eye-tracking survey to discover that "big feel-good images that are purely decorative" are mostly ignored online, while stock photos or generic people are also intentionally disregarded.
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08/11/2010

The rise of 'connected devices': 16bn devices online by 2020... including your fridge
More than 16 billion internet-enabled devices will be hooked up to the web by the end of the next decade, according to a new report. Consultancy firm Analysys Mason predicted that even fridges of the future could be connected to the web, and able to place an order with your local supermarket to replenish dwindling supplies.
Keep reading...
04/11/2010

Tech-savvy UK graduates face highest unemployment in 17 years
Graduate unemployment has risen to its highest level for 17 years, with many UK university leavers valuing remote working, according to new research. According to a recent study, the graduate class of 2009 found that 8.9 percent were out of work in January 2010, the highest unemployment level since 1993.
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03/11/2010

Dutch audience spent most time on portals
People in the Netherlands racked up the most website visits per month in Europe, and spent the most time on web portals, according to new data. The 11.9 million internet users in the Netherlands age 6 or older spent an average of 31.9 hours online in September 2010, with the Web portals category, which includes Microsoft, Yahoo! and AOL, leading the way at 7.2 hours.
Keep reading...
02/11/2010

Mount Everest gets wired up for web
Climbers at the top of Mount Everest, the world's highest peak, will now be able to make video calls and surf the Internet on their mobile phones, a Nepalese telecom group claims. Ncell, a subsidiary of Swedish phone giant TeliaSonera, says it has set up a high-speed third-generation (3G) phone base station at an altitude of 5,200 metres (17,000 feet) near Gorakshep village in the Everest region.
Keep reading...
02/11/2010

UK firms 'unaware they are being talked about online'
Despite its vast potential, many companies have yet to capitalise on social media's ability to not only listen to customers, but analyse conversations and turn the information into bottom-line benefit, according to a new survey. Many organisations cling to old paradigms, using social media for one-way flow of marketing messages, instead of capitalising on the opportunity to monitor, analyse, and participate in millions of conversations among consumers.
Keep reading...
02/11/2010

Dutch and Brits are Europe's top web visitors
People in the Netherlands and the UK racked up the most website visits per month in Europe, according to new data. The study, from ComScore, revealed that the Netherlands ranked highest among European countries in terms of frequency of internet visitation with 78.2 visits per visitor in September 2010.
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02/11/2010

Internet worth £100bn a year to UK economy
The internet is worth £100bn annually to the UK economy, comprising 7.2% of the gross domestic product, which is expected to reach 10% within five years, according to a survey commissioned by Google. The figure represents a higher proportion than the construction, education and transport industries.
Keep reading...
01/11/2010

Government web monitoring plan faces privacy backlash
The government's revival of a multibillion pound plan for communications companies to store data on UK emails, web traffic and phone calls has been criticised by the Information Commissioner. Christopher Graham UK information commissioner said the government's plans for an "intercept modernisation programme", which would allow security services to track all UK email, social networking and web traffic, appear "disproportionate when any perceived benefits that might be gained from retaining this data are set against the risks to privacy involved".
Keep reading...
01/11/2010

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Digital marketing audits
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Social networking
www.digitaltrainingacademy.com/socialmedia

Facebook use: Top 10 countries
Indonesia eclipses the United Kingdom as the second-largest Facebook market behind the united States, with 29.8 million users.

Digital Strategy - Facebook use: Top 10 countries. Indonesia eclipses the United Kingdom as the second-largest Facebook market behind the united States, with 29.8 million users

Top 10 countries for social networking (visits)
Millions of unique monthly visitors to social networking sites in August 2010.

Digital Strategy - Top 10 countries for social networking. Millions of unique monthly visitors to socila networking sites in August 2010

Top 10 countries for social networking (time spent)
Average number of hours spent on social networking sites, per visitor in August 2010.

Digital Strategy - Top 10 countries for social networking (time spent). Average number of hours spent on social networking sites, per visitor in August 2010

Top 10 Facebook games
Ranked by daily active users (millions).

Digital Strategy - Top 10 Facebook games. Ranked by daily active users (millions)

YouTube boosts stickiness with search topic suggestions
YouTube is trialling a new service called 'Topics on Search', giving viewers examples of related searches. The tool, available on the video sharing site's beta testing area 'TestTube', uses an algorithm that looks at video tags, comments, shares, viewing patters, and other signals.
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15/11/2010

The battle for your data: Facebook and Google in GMail contacts row
Rivalry between Google and Facebook is intensifying, with the world's two biggest internet companies locking horns over the export of user's contact data from GMail to Facebook, with Google even encouraging its users to file a complaint against the social network. Recently, Google blocked Facebook access to the GMail contacts API, saying that it would no longer let other services, including Facebook, automatically import its users' email contact data for their own purposes, unless the information flows both ways.
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12/11/2010

YouTube debuts new mobile ad formats as videos on-the-move soars
Three in four (75%) of YouTube Mobile users say that their mobile is the number one device they use to watch YouTube videos, according to new stats issued by Google. According to Nielsen, YouTube Mobile is the number one video viewing mobile website in the US, with more than 7.1MM monthly unique users.
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12/11/2010

Google denies rumours of building Facebook rival 'Google Me'
Google has denied building a social network to compete with Facebook, despite months of rumours that the internet giant was working on a new social platform 'Google Me'.
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12/11/2010

Facebook accounts for nearly 1 in 4 display ads in US
Nearly 1.3 trillion display ads were delivered to U.S. Internet users during the third quarter, up 22% on last year, according to new data. comScore's overview of the U.S. online display advertising market for Q3 2010, which showed strong gains following softness for much of 2009.
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10/11/2010

Queen launches official Facebook page
The Queen has launched a Facebook page for the British Monarchy, attracting over 100,000 'likes' in its first day. The official British Monarchy page was launched at 8am yesterday on Facebook, allowing users to connect with the Royal Family online.
Keep reading...
09/11/2010

Gap gives away 10,000 free jeans on Facebook Places in US
Gap is giving away 10,000 pairs of jeans today (November 5) in the US, via Facebook Places, the social network's recently launched location tool. Starting at the time of store opening at 10 am EST, Gap is offering one free pair of its basic five-pocket jeans to the first people who visit a men's or women's Gap store in the US and "check in" via Facebook Places while they're there.
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05/11/2010

Facebook Mobile offers 'deals' based on user location
Facebook has launched a new 'deals' service on its mobile application, which send users special offers to users based on their location. The move offers advertisers another way to target Facebook users geographically, and the social network looks to boost its ad revenue. The service will initially launch in the US, and Facebook has not disclosed when 'Deals' will roll-out internationally.
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05/11/2010

Twitter tests ads in Tweet stream
Twitter has announced plans to include Promoted Tweets into the stream of user updates, and has begun testing user reaction to the service on the micro-blog's partner site HootSuite. In a blog post announcing the move, the company said it has reached the third step of a multi-part process.
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03/11/2010

Samsung debuts first-ever YouTube mobile ad to promote Galaxy Tab
Samsung Electronics has become the first UK advertiser to run display advertising on YouTube's mobile site to promote its iPad rival, the Galaxy Tab. The YouTube mobile advertising forms part of a wider marketing launch campaign for Samsung's Galaxy Tab, which will run across in-game advertising with Playstation, reach blocks on Facebook, online search and display, mobile advertising, OOH and print.
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03/11/2010

Facebook buys content-sharing site Drop.io
Facebook has bought most of Drop.io, an online content-sharing service, for an undisclosed sum. Drop.io is a service that lets users create a "drop" where they can share documents, videos and other digital content.
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03/11/2010

YouTube's 'Promoted Videos' tops 500 million views
Advertising is beginning to pay off for Google's YouTube, and it has now has served 500 million views of its paid Promoted Videos, a service it launched less than two years ago. The news follows Google CEO Eric Schmidt's recent hints that YouTube is "nearing profitability."
Keep reading...
03/11/2010

YouTube co-founder steps down
YouTube's CEO and co-founder Chad Hurley is stepping down from the position to take on an advisory role at the site. The transition has been undergoing and his duties at YouTube have shrunk for the past two years.
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02/11/2010

Social networks increase traffic sent to online retailers by 13%
Social networks are sending nearly 13% more traffic to online retailers this year than last year, according to Experian Hitwise, the online competitive intelligence service. The company's analysis, taken from their latest report "Getting to grips with Social Media" reveals that social networking sites accounted for 11.6% of all UK Internet visits during September, representing a year on year growth of 4.3%.
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02/11/2010

People that 'like' branded content aren't customers - study
Nearly two thirds (60%) of people who 'like' or share branded content online are not its customers, with many feeling positive about the company after, according to new research. The study, from YouTube and supported by the Internet Advertising Bureau, highlights the real opportunity for marketers to include harder messaging in their social media content and advertising.
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01/11/2010

Virgin to roll out 100MB broadband from December
Virgin will roll out its superfast 100Mb broadband service from December onwards, with pre-registration to sign up for the super-fast network already being accepted. The service offers Virgin customers nearly twenty times the UK's average broadband speed, which is 5.2Mb, according to Ofcom's Broadband Speeds report.
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01/11/2010

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Digital regulatory compliance - get it right, right now
www.DigitalStrategyConsulting.com
Regulation of web content, advertising and personal data is now stronger than ever. Is your firm compliant? And are you truly sure? Have our consultants join your team to troubleshoot and give you the real picture. Email our team for more information: TheTeam@DigitalStrategyConsulting.com.
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Mobile
www.DigitalTrainingAcademy.com/mobilemarketing

Growth in mobile advertising verticals
Comparing year-on-year revenue growth of different mobile advertising verticals from Q3 2009 to Q3 2010.

Digital Strategy - Growth in mobile advertising verticals. Comparing year-on-year revenue growth of different mobile advertising verticals from Q3 2009 to Q3 2010

Mobile campaign destinations: US
Almost half of mobile advertisements send traffic to sites.

Digital Strategy - Mobile campaign destinations: US. Almost half of mobile advertisments send traffic to sites

Mobile internet devices vs computers: 2009
Mobile internet devices outsold computers in 2009 by 144 million units.

Digital Strategy - Mobile internet devices vs computers: 2009. Mobile internet devices outsold computers in 2009 by 144 million units

Mobile Video use by European country
Mobile subscribers who watch TV/ video on Mobile phones, July 2009 vs July 2010 ('000 people per month).

Digital Strategy - Mobile Video use by European country. Mobile subcribers who watch TV/ video on Mobile phones, July 2009 vs July 2010

Half of UK firms fail to check own sites on mobiles
British firms are neglecting the needs of consumers accessing websites from mobile devices, according to research released today by 1&1 Internet. From a study of 530 small firms, 53 per cent have never checked the appearance or functionality of their website for Smartphone users.
Keep reading...
10/11/2010

Tesco debuts mobile website for non-food items
Tesco Direct has launched a mobile website, letting shoppers buy non-food and household items, directly from mobile phones. This launch is the first step in the supermarket's strategy to expand and develop mobile websites for core Tesco sites, with others set to follow.
Keep reading...
09/11/2010

Smartphones account for 65% of mobile traffic
Smartphones generate 65% of global traffic, despite accounting for 13% of the market, according to new research. The study, from research firm Informa, found that average traffic per user (ATPU) will increase by 700 percent over the next five years, as consumers continue to use the internet and smartphone figures rise, the firm said.
Keep reading...
05/11/2010

Apple to bypass networks with own iPhone SIM card?
Apple has reportedly teamed with SIM-card manufacturer Gemalto to create a 'special' SIM card that could allow the company to offer telephony services direct rather than rely on third party carriers. According to a report on technology news site GigaOM, the move would let customers buy and activate iPhones directly from Apple's stores. They could also connect online via Apple's iTunes App Store.
Keep reading...
02/11/2010

PlayStation phone: Pictures leaked of Sony's Android games device
Pictures of Sony Ericson's widely rumoured 'PlayStation phone' have been released, confirming speculation that the electronics giant is set to take on Apple in the smartphone market. Speculation that a Sony PSP (Play Station Portable) mobile smartphone was in development have been circulation since early September.
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01/11/2010

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Accelerating Digital Brands: Could we help your team achieve more?
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It's never mattered more. The web, search, email and social media have become the critical tools every firm has to get right. Yet most digital strategies deliver less than half their potential. Why?

We've spent ten years helping agencies, brands, business services and governments find the right digital strategy for them. From building new online entertainment sites to finding new ways to connect with customers, we're front-line practitioners who share our knowledge and skills with others. Not only do we help companies get this right we also coach their teams to build their knowledge and intuition. Email the trainers at Admissions@DigitalTrainingAcademy.com
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Advertising
www.DigitalStrategyConsulting.com/intelligence

Top 10 display advertising publishers: UK
Facebook accounts for almost one third of all ad impressions among top publishers (billions, Q3, 2010).

Digital Strategy - Top 10 display advertising publishers: UK. Facebook accounts for almost one third of all ad impressions among top publishers (billions, Q3, 2010)

Online display advertisers: UK
Top ten advertisers based on billions of online display advertising impressions (221 billion impressions (221 billion impressions, Q3, 2010).

Digital Strategy - Online display advertisers: UK. Top ten advertisers based on billions of online display advertising impressions (221 billion impressions (221 billion impressions, Q3, 2010)

Top 10 advertising networks: UK
Based on thousands of unique visitors, July 2010 vs July 2009

Digital Strategy - Top 10 advertising networks: UK. Based on thousands of unique visitors, July 2010 vs July 2009

Google integrates contextual AdSense ads into AdMob
Google is bringing its contextual AdSense ads to its AdMob platform, the mobile advertising technology it bought in 2009. Google's AdSense focuses on context, serving up ads the software believes match the website's content. The move means AdSense ads aimed at either iPhone or Android users will now be dropped into apps running AdMob - albeit only when a standard AdMob ad is not to hand.
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10/11/2010

65% of UK advertising now includes a website address
The majority of all UK print and television advertising now includes a web address, with British consumers preferring to be directed to .uk addresses than .com, according to new research. The study, from domain name organisation Nominet UK, reveals the increasing use of website addresses in UK advertising. The research is included in Nominet's annual Domain name industry report for the first time.
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05/11/2010

UK display ad market grows 34%: Facebook remains top dog
UK consumers were exposed to 221 billion display ads during the thirds quarter of this year, representing a 34% rise on the same period last year. 221 billion display ads during the third quarter, marking a 34-percent increase versus year ago (which stood at 164,734 billion impressions).
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04/11/2010

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Ecommerce
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Public Sector cuts 'impact retail spend this Christmas'
More than a third of people intend to reduce their spend this Christmas, with 65% of people planning to start their shopping early in order to spread the cost in the wake of the Government's spending cuts, according to a new forecast.
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10/11/2010

Asos woos independent designers in online fashion push
Asos is developing a new feature on its online fashion that it hopes will encourage smaller, independent designers to sell through its website. The company said the 'Asos Marketplace' initiative - allowing small boutiques to sell their fashion products to Asos customers - should boost traffic to its site and drive further sales when it is launched before Christmas.
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09/11/2010

Tesco iPhone app lets shoppers scan barcodes for online orders
Tesco has updated its Groceries iPhone app to include a barcode reader that lets shoppers add items to a their online home delivery order. The tool is being targeted at busy parents and time-poor professionals who want to be able to add specific items to their online shopping basket at any time rather than browsing for groceries to add to their shopping lists.
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01/11/2010

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Broadcasting
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iPlayer going global: BBC plans to charge overseas viewers
The BBC has announced plans to make its popular iPlayer online video platform available for International users, for a fee. The announcement was made by John Smith, Chief Executive of BBC Worldwide.
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10/11/2010

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Companies making the news
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Ask ditches search for community answers
Ask.com is cutting 130 engineering jobs and outsourcing its search technology, as the internet icon finally concedes that it cannot compete with Google and Bing in the search market. In a move similar to Yahoo, which recently outsourced its search technology to Microsoft, Ask.com will stop working on its search algorithm and instead hire a third-party company to provide that technology.
Keep reading...
11/11/2010

Google debuts 'Instant Previews' search tool
Google has launched a new tool that allows searchers to see previews of websites before clicking on them in the results page. The "Instant Previews" feature announced Tuesday is meant to help people bypass websites that are either irrelevant or simply too visually cluttered for their tastes.
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10/11/2010

AOL seeks advice on Yahoo tie-up - report
AOL is exploring strategic options for the company which include a possible combination of assets from itself and Yahoo, according to a news report. The Wall Street Journal reported on Sunday that a tie-up of AOL and at least a part of Yahoo's assets are just one of the directions the company is exploring via an advisory team, the Journal reported.
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09/11/2010

East End - the new Silicon Valley? Facebook and Google to invest in Olympic park
Facebook and Google will invest in the East End of London to help create Britain's own Silicon Valley, the Prime Minister has announced. David Cameron said he wants the proposed East London Tech City, which will encompass the Olympic Park, to become the global centre of technological innovation.
Keep reading...
05/11/2010

Best Buy launches online shop in UK
US electricals retail giant Best Buy has launched its UK transactional website, including customer recommendations from a partnership with Reevoo. BestBuy.co.uk will incorporate the advice offered its in-store team, 'the Blueshirts', as well as invite and involve the opinions and recommendations of consumers.
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04/11/2010

Google finally launches Street View in Germany... with added privacy features
Google has launched the first pedestrian-eye view of Germany's streets as part of Street View service, following months of wrangling over privacy. The first town to be mapped on the service is Oberstaufen, in Bavaria.
Keep reading...
04/11/2010

Times paywall: Online reader figures revealed
News Corporation has revealed that 105,000 readers have paid to read The Times and Sunday Times online and via mobiles, since both broadsheet papers' websites went behind a paywall four months ago. The media giant revealed a further 100,000 people have a joint subscription to read the newspapers digitally and in print, the papers add.
Keep reading...
03/11/2010

Ad giant WPP sees revenue soar
WPP has seen its revenues climb 12.2% during the third quarter of this year, with the advertising giant cautiously optimistic heading out of the global economic crisis. Q3 trading update reveals reported revenues up 12.2% to £2.253bn.
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02/11/2010

Alan Partridge bounces back with Foster's funded webisodes
Cult comedy icon Alan Partridge is set to return next week in a series of short web videos funded by beer brand Fosters. The character, played by Steve Coogan, will appear on the Fosters Funny Website in a dozen 11-minute long episodes, beginning on 5th November. A trailer goes live on the site tomorrow (29th October).
Keep reading...
01/11/2010

Google claims record share of online traffic
Google has set a new internet traffic record, accounting for 6.4% of global internet traffic during September, according to new data. The figure, from US-based web security and monitoring firm Arbor Networks, places Google among the largest traffic handlers in the world.
Keep reading...
01/11/2010

Amazon lets Kindle readers 'lend' eBooks
Amazon is set to introduce and e-book lending service for the Kindle e-reader. The e-books can be loaned for a period of 14 days and rather like physically lending someone a book, Kindle users will not be able to read the book during that period.
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01/11/2010

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