You can have the best secure algorithms and technology but this doesn’t guarantee that you are 100% safe. Today’s highly advanced computer criminals are not going to expend any effort with hacking the sophisticated encryption methods you have set in place. Instead, they focus on the weakest link, and this, in most cases are the people.

Social engineering is the term coined by the famous hacker Kevin Mitnick. He used psychological manipulation techniques to get confidential information, instead of expending energy and hacking into the system. These methods exploit typical human traits such as gullibility, curiosity, sympathy and greed, a much easier and effective strategy.

Phishing is one method that is widely used. Phishing can be used to obtain credit card details, passwords and usernames by claiming to be a legitimate company. Generally, frauds send e-mails which directs the recipient to a fake web site, that looks like the exact replica of the official site, and it is there that users are asked to enter their sensitive data.

In the case of mobile phones, messages claiming to be from a bank request users to call the number provided in the message. After dialing the number, users are asked to enter their account number and PIN. Gullibility kicks in…

When creating a service, bear in mind that validating the identity of your users is the primary security task that should not be forgotten. At the same time, the users must have a system where they can identify that they are interacting with the genuine service and not a replica. A challenge-response scenario is the easiest way for both parties to prove that they are who they claim to be. For example, some banks provide customers with a picture which appears when logging onto their account, thereby letting them know that it is a genuine web site. For banks to know that it is actually you on the other side, they send two SMSes with passwords for your account. When you enter the first password, the dialogue prompts to “enter the new password”. At this stage, even if a fraud obtained your primary data, they will not know that the new password requested has been sent to you via SMS, and will therefore not be able to complete the transaction.

What these examples show us, is that even with all the technologically advanced security systems that banks put into place, it is crucial to factor human error and vulnerability into the equation, as they can make even the most sophisticated security systems redundant.

What does one do?

1. Invent a scenario where both parties identify each other as the genuine article.
2. Only then get yourself busy by implementing hi-end encryption and all that follows.

One of the most popular tools for it is – Instant Mobilizer (IM) by dotMobi.

This in fact, is a transcoder. IM takes existing web sites and automatically converts it to a mobile-friendly format without you having to go through the hassle of programming and content management. It re-flows web pages to a single vertical column by resizing images and changing site navigation. The service is free, if you purchase one of the .mobi domains from several hosting companies.

Although this may sound good on paper, in reality, the end result is not so. The reason for it is, when we create a web site, things like coding standards are often not one of our first priorities. Instead we tend to give more preference to the look and feel of a web page. So, what happens is that when you insert your web page to IM, you may end up with a complete mishmash.

There is a list on IM website that says the following features may not appear correctly:

• Image maps
• Flash objects
• Frames
• Certain forms depended on JavaScript
• JavaScript pop-ups and mouseover behaviors
• Tables used for layout purposes

Click this link for more information: http://instantmobilizer.com/test-your-site.php.

If you own a small business and have a relatively simple website, then by all means, do give it a go. But do bear in mind that it can only serve as a provider of information about your business: phone number, address, maps and driving directions. If your web site is e-commerce based and you think that IM can convert the payment system of your web page…think again, because it can’t.

Anyway, something to remember would be, who is the target audience of this service? If you don’t have time or don’t want to spend money on creating a mobile web site, you can use IM to quickly convert your webpage and check whether there is any interest in the mobile version of it. If there is a decent amount of visitors and the traffic is satisfactory, then maybe it can encourage you to create a mobile site from scratch. But if you are thinking on a larger scale and plan to make money from mobile Internet, then Instant Mobilizer is not the right choice for you.

There is also a number of web tools such as moFuse, Zinadoo and Movylo that allows you to make a simple mobile site using templates and a WYSIWYG editor.

It only takes a few minutes to make a simple but visually pleasing mobile page. However, using such constructors does have its flip side; you are limited by a number of pre-defined templates. Mobile sites created with these services can serve as an information provider for small and medium businesses or be a news and weather platform. But as in the case of IM, if you want to sell content or products then you have to look elsewhere. Although, moFuse did recently add the Google Checkout function to their suit. So if this type of money transactions suits you, do give it a go.

Keep an eye open for the updated tools mentioned in this article, as developers often add new functionality and useful features.

There are two ways for villains to sniff the data – in the air and when it is stored on servers. The thing is USSD signal itself is not encrypted when it is transferred over the air. People seem to talk a lot about it being a big security hole. But the GSM channel that carries the signal has built-in encryption, authentication, authorization and accounting protocols. It’s not like an easy thing to hack. It will cost a copious amount of cash to buy equipment which can do it. And then villains have to chase you wherever you go to trace the signal. And then you make a ten dollars transaction.

Aghh, too much hassle, right?

Imagine that bad guys had no success with your ten bucks. Then your signal arrives to operator, where data is decrypted within network. No need to panic, as operators have their own system of security. If you need you can ask for end-to-end encryption, when data is encrypted from the user to your service all the way through. Though, governments usually don’t allow operators to do it, as they are quite curious.

Now, all the aforementioned stuff applies to SMS as well. So USSD is, at least, as secure as SMS. Which is the most popular format for mobile commerce. But unlike SMS, USSD is not stored on servers for months and years to come, and it doesn’t leave traces on your mobile phone, as it is session-based.

Nobody really questions SMS, as nobody really questions security of credit cards. Well, maybe someone, but the cards are still widely used. This month a San Francisco man was sentenced to 13 years in federal prison for stealing 1.8 million bank and credit card numbers. Guess what? Banks are still there and credit cards are alive and well. It is instilled in people’s minds that they are safe, so they continue to use them. Thus finding holes in USSD is not the best idea – there are plenty of popular types of money transactions which are often hacked but still widely used.

The point is – it is useless to discuss the security of USSD out of service context. Firstly you need to define what your service is, what money is transferred. With default settings, USSD may not be secure for one million dollar transaction, hence you will have to adjust the channel for your particular needs. Remember also, that scenario for a service can provide high level of security by itself.

Follow these steps, if you are thinking of using USSD:

1. Specify the sum of money.

The level of security depends on the quantity of money involved. If your service is using micro/small payments, then standard GSM security is enough. For bigger transactions you would probably want to install additional encryption. Remember, though, better locks cost more, so count your money too.

2. Analyze network infrastructure.

Look at the whole network and see what parts of it don’t meet your security requirements. This may be the part where a signal goes from the mobile user to the operator’s server and then to your server. In this case, you can encourage users to install java applications to enhance the level of security.

If you are concerned about potential insecurity within the operator’s network, negotiate your needs with the operator. Keep in mind, that in many countries encryption/decryption of data within an operator is regulated by the government.

Finally, don’t forget about protecting your own service.

3. User experience is numero uno.

You can bury your business if clients have to go through numerous steps to install protection, such as going to different offices, buying a new SIM card, etc. Keep the balance between security and user experience. People want it simple.

4. Tell everybody how safe you are.

Make people trust your service by executing a marketing campaign, giving them guarantees, etc.

Don’t put security on the top, look at USSD from the point of business opportunity. It certainly can provide you with one.

We’ll certainly come back to this topic again later.

So, why on Earth Apple would make such useless device (according to geeks) which costs at least half a grand? What is the audience for it? As always, Apple thinks different. And with iPad, they are probably thinking of your mom, dad, kids and maybe even your grandma and grandpa.

When it comes to user experience, seems like iPad is the best thing ever created, to get people with no knowledge about computers to the digital world. Browsing web, watching movies, emails, photos – all common tasks are executed in this device with ease and elegance. Your mom is likely to appreciate the slick and showy look of it. Using fingers to manipulate certainly adds to the appeal, as it significantly improves user experience. It is almost like in a Sci-Fi movie, i.e. cool as hell.

These people don’t need multitasking. They don’t need to read The New York Times and watch Youtube simultaneously, while looking through photos. They want just casually do one thing at a time, like reading a newspaper in the kitchen, or watching movie while on a train. And all that is without the complications of PCs.

Let’s leave aside comparison to Kindle – reading books is just one of the functions that iPad have, and it is not the main one. Though Apple is exploring the new market with iBooks, it is likely to succeed with it. iPad have this aesthetic appeal, as all the products that Apple designs. Ignoring technical characteristics, imagine, what your girlfriend would like more as a present, a bland Kindle or a trendy piece of glass with a lovely apple on the backside? And still, if she doesn’t want to read books she can enjoy other functions, which Kindle doesn’t have. And the price is not that different – but iPad is not only a book reader.

As always, Apple fans will be buying it, just because it is Apple. It may also be the first introduction to Mac OS for Windows users. They may finally follow the hype, as 499$ is not that much. And many people will buy it as addition to their home PCs and notebooks.

There is also this niche, people new to computers, which can be quite considerable. Creating services for them, one should follow the prime example – the iPad itself. Simplicity. The NY Times demonstrated the new app for reading their web site at the iPad presentation that perfectly represents this philosophy. Even inexperienced users can learn how to use it in two minutes. Easy and useful web sites and apps are likely to have big success with this market.

Bashing every new Apple device seems like a nice tradition. We, however, think that Stevie will again make loads of cash, and very much deserved, as iPad is truly an innovative gadget. Just wait and see.

Earlier we discussed that nowadays there is a lack of mobile services which have a place for effective advertising and which offer solutions to questions mentioned above. Well, as promised, we shed some light as to why Ads-n-Balance stands out from other offers in the market.

This service combines the following:

• An easy way to check balance on any mobile phone (by dialing a simple service number, e.g. *100#).

• Each balance message contains a targeted ad.

Ads-n-Balance is currently the one, if not the only one, mobile service which all users use constantly and where ad placement is not out of place. Subscribers check the balance several times a day. It means that they get your targeted message every day, all year round! Basically it’s the only legit and almost as effective as TV way of advertising on mobile phones.

The major advantage of this service is that all mobile users visit it regularly, and most importantly, they are doing it by their own will. That’s why this service is unique – it reaches broad audience and advertising is not intrusive. Much like banners on a website, ads don’t prevent user from getting valuable info.

It is currently the only mobile balance inquiry service in the world that supports targeted advertising. Targeting of ads can be:

1. Geographical. You can focus your campaign on specific regions and location of the user.
2. Demographic. You can deliver ads to the age group and gender of your choice.
3. Behavioral (it includes: answers to the polls, preferences, and actions of subscribers). Past choices and actions can be recorded and used for a better understanding of the user needs. You can use them to aim your offers to particular people.

To put it simple, Ads-n-Balance provides a great way for unobtrusive and targeted advertising on mobile phones with the goal to reach as many consumers with mobile phones as possible. We have checked its effectiveness by advertising our Eyeline services through it. Ads demonstrate 30% response rates which are way better than those of TV and SMS.

If you want a more detailed information, contact us at info@eyeline.mobi.

All of these media have three things in common:

1. A guaranteed number of people reached. Advertisers have a good idea of how much money they need to spend to reach a certain number of potential consumers in particular context.
2. People gather around these media because they are interested in something, be it a TV show or a web site. They don’t turn on TV to watch commercials, they just happen to be there during the breaks in the show which they enjoy watching.
3. One may say – people don’t flock around billboards to enjoy reading about “Always Coca-Cola”. But every day they take a glimpse and absorb this message. As in television, radio and Internet ensures consistency of a marketing message.

The same is not true for mobile advertising. When a mobile user receives an unsolicited SMS with an ad on his/her personal mobile phone, the message it carries becomes irrelevant. The recipient no longer controls the situation as in the case of other media. He or she are not there for something they want. As a rule they become irritated and quit paying attention. Or they sue. In addition, advertisers can’t really measure the number of eyes they attract, as there is no indication whether he/she has read the message.

Besides that, how many times can you assault your subscribers with spam? Once a week maybe? A more frequent reach will drive them nuts and will likely harm your reputation. But sending your message once a week doesn’t guarantee neither that the user will notice it, nor that the message will be consistent enough to get imprinted in the consumer’s mind.

Maybe mobile marketers should concentrate on creating services that give value to mobile users? Services, to which people come on a daily basis, which are not a collection of ads but something of value to them. This way, ads will no longer annoy users, and advertisers will attract people’s eyes without being too obvious and too aggressive.

So to answer the question – are mobile phones the right media for advertising? Indeed they are, if the right approach is used.

Later we will talk about one of such services – Eyeline’s Ads-n-Balance. Stay tuned.

USSD Phase 1 (pull operation), described in GSM 02.90, handles mobile initiated requests. In this phase no real time session is held, as it is only able to pass information from a mobile phone to the USSD service with a confirmation.

USSD Phase 2 (push and pull operation), described in GSM 03.90, handles network-initiated requests and establishes interactive dialogue between USSD application and mobile phone. If a user don’t perform any actions the connection is released by a time out. This phase also allows to push information from network to a users’ handset.

Often overlooked, USSD technology helps users quickly and easily access information and services, and provides endless business opportunities for mobile service providers.

How does it work? User’s perspective.

1. User enters a short USSD service number on the mobile phone (e.g *100#) and press “call”.

2. USSD service receives the request and responds by sending a menu to the user.

3. The user enters a character that corresponds with his/her selection.

Usability

• Fast response. Unlike other short-message protocols which use store-and-forward technique, it offers session-based communication. Information is sent directly from a mobile phone to an USSD platform during a real-time session, avoiding SMSC in the processing path. As a result, a user don’t experience any latency while sending requests to a service.

• Worldwide access. All USSD request are rooted back to the home network. Dialing an USSD number while in roaming in another network will lead to a service which is in home network. This helps users to access their favourite services from other countries.

• Simple to use. USSD service is simple to access through practically any GSM mobile phone. A user initiate session by dialing a short code on a default mobile screen which starts with * followed by digits and terminated with # (e.g. *111#). Some of these codes request a single piece of information while others deliver a series of text menus with further navigation.

Functionality

USSD is ideal for a menu-driven applications, therefore it has great potential for mobile banking to perform such operations as balance check, account transactions, payments etc. It is important to note that USSD is not a menu on a mobile phone, but just a bearer for text selections and menus. These menus and texts are not stored on a handset or a SIM card. That’s significantly improves level of security on the users’ side as opposed to SMS messages when data is saved on a device.

Here is the other cases of using USSD:

■ Balance enquiry as alternative to IVR

■ Callback Services

■ Money transaction

■ Informational services ( weather, news, stock market etc.)

■ Voting

■ Reservations

■ Service management (activation / deactivation)

■ Notifications

■ Mobile advertising

USSD + SMS + WAP

USSD can serve as a convergence point for SMS and WAP services. As simple and straightforward service, USSD requires almost no user experience – anyone who can type on mobile devices can use it. With the help of it, service providers can encourage users to visit WAP sites. For example, USSD can respond to a user’s request with an SMS, which can contain a WAP link. This link may lead to a WAP site that is somehow connected with the USSD service which is being used.

Key Benefits

For mobile users:

• Simple to learn, direct access from any default mobile screen.

• Fast response time.

• Supported by 99% of mobile devices on the market.

• Worldwide access to services.

For service providers and operators:

• Can be quickly implemented to existing infrastructure.

• USSD can easily engage users.

• Fast mobilization of business for service providers.

• Cheaper than sending SMS.

In turn, customers demand a higher level of service, which is available 24/7, without the need to wait an excessive amount of time for their call to be answered and to learn about how to deal with IVR systems.

Mobile technologies offer a new alternative which can become a part of an existing solutions. As in the case of a web site or an IVR system, there is no need for human resources, so companies can use it to cut down costs. It is also automated, and since 60% of the world’s population have mobile phones, it can be quickly used by customers at any time and in any place. And it is simple. It’s called Eyeline Call2Service.

How does it work? A company provides a service number for their customers. When they need support they dial this number, which is free, and get a USSD menu, where they can choose from several options. These menu items may include frequently asked questions or information about other support options. This can be a web address or a call center number, which they can use if there is no info they are looking for. The service’s number can also be saved in the user’s phonebook, so he or she later have access to support on-the-fly.

It is important to note, that due to many faces of business, a USSD menu can be used in many creative ways. Moreover, Call2Service can become a part of any self-service system.

There is also a part for marketing in this system. USSD menu may contain new products and special offers, with an option to sign up for a company’s newsletter. A subscriber will then automatically receive SMS if there is update. This way, support and engaging a customer go hand in hand.

MTS (Mobile TeleSystems), one of the largest mobile operators in Central and Eastern Europe, use USSD request system to support their subscribers through *111# portal. About five million MTS users visit the portal every month instead of calling the IVR center. MTS went even further by adding different services, including paid ones. Those are the possibilities available through Call2Service, which can be provided through a toll-free number, which can be called from any mobile operator.

All in all, Call2Service may drastically improve client satisfaction due to availability and prevalence of mobile communication, while being a cost-effective solution for companies providing customer support.

Perhaps mobile advertising is great (it is really great, actually) but you need to serve it in a right way. Maybe mobile marketers shouldn’t consider it as the best and the only method of advertising? Internet didn’t kill TV and outdoor ads in the end, it just became an essential part of any marketing campaign. So why wouldn’t you consider mobile advertising in the same way?

Mobile phone is an exciting tool for advertisers when it is used to connect all sorts of media. Maybe it should be regarded as a kind of remote control for consumers? They see an offer on the billboard, dial a number if they are interested in the offer, and get a discount coupon. Same goes for TV, radio and magazines ads. The point here is that consumers use mobile phone to choose offers they are interested in. Perhaps mobile marketers should make it clear to consumers that the service number they dial to get an offer or discount is something as common as a telephone number or a web address they see in the ads. This way consumers will consider mobile phone as something they can benefit from. Again, flooding them with tons of spam when they dial the service number might be not the best idea. But sending them an offer they saw in an advertisement might be good enough to make them trust you. It is a win-win situation for both parties because once consumers are interested, they will dial your service number, get what they want, and be loyal to you. You will open a marketing channel without being officious.

Anyway, these are just some thoughts for mobile marketers to think over. One thing for sure – being intrusive with customers may destroy reputation of this new thrilling and promising way of reaching a consumer as is mobile marketing.