My favourite feature of the app, by the way, is the ability to use offline mode, so I can sync everything I want on WiFi then get on a plane and enjoy the read.

I wanted to draw your attention to the stats — particularly the premium elements. This information may well be useful for business plans.

Here’s a quote from their announcement on Friday:

The Guardian’s iPhone app has been downloaded more than 400,000 times since its launch in January, while the newspaper’s separate mobile website now accounts for more than 10% of total digital traffic.

Guardian News & Media, publisher of the Guardian, the Observer and the guardian.co.uk website network – which includes MediaGuardian.co.uk – revealed the first usage figures for the iPhone app on Friday.

The Guardian app, which debuted in the Apple’s App Store on 19 January, has been downloaded 403,388 times to date.

The app offers limited access to some Guardian content for free, while users can pay £2.99 for six months, or £3.99 for an annual subscription giving full access. The figures show that 67,258 users have opted for a paid-for subscription.

That bit in bold (my bold, I should point out) is the money shot. It means that in the first six months, The Guardian has generated (67,258 x £2.99) £201,101.42 in gross revenue or about £140k after Apple takes their share. Or close to £300k if you extrapolate those figures out across 12 months. (I also haven’t accounted for users, like me, who opted for the £3.99 annual subscription).

I dare say you couldn’t depend on the iPhone app revenues to cover the newspaper’s internet connection costs for the year, however it’s at least a contribution. One would assume that the 16% who subscribed are likely to do so again next year too.

On a related point, I wonder how Apple’s digital news distribution plans will change things? If The Guardian and The Telegraph both become available on that, I may well swap to using that, provided it’s a reasonable cost.

Here is the video:

You see, the other day I was sitting in the School Library working hard on a piece of History work, when a class came in and began working on the available computers. The class was a mixture of boys and girls who were thirteen/fourteen years young.
A group of these boys, who were sitting in front of me, immediately used the internet to find pictures of action-hero/game characters to photograph on their phones to use as wall-papers.

And you know what?
It made me realise… What is the point in having premium products when pretty much anything you could ask for is readily available on the internet for free?

Personally, I’ve NEVER bought a ringtone, wall-paper, game, application or anything of the sort. I know for one fact, it’s a con. I’ll end up being tied to an endless subscription of other crap I don’t want, and costing me the earth to fund too! But also I know I can get whatever I want, whenever I want it, completely free.

I’ve never completely understood why at least presently, why companies such as Jamster, or the dozens of others who offer such a costly services still manage to get customers. Then again, people will never cease to amaze me!

However, say my Mum for instance, a perfect example of someone who doesn’t quite comprehend how much of a rip-off the Ringtone/wallpaper business is.
About a year or so ago she went through this phase of buying ringtones from T-Mobile. Now a ringtone according to T-Mobile was a thirty second, low quality clip from a song. Now my Mum over a period of say half a year bought only around two or three, but it actually set her back £2.50 per tone.

That’s £2.50 for a poor sounding, thirty second sample of a song. iTunes (as much as I dislike the service) offers a full track for 79p. How on earth does this make any sense?

Of course, me being the money-tight, and scared of spending person that I am, told my Mum off several times for such lavish expenditure on such a poor quality product. However, it was a case of, “I want, I get”.

I think the same can be said to the other more “adult” services which are available to mobile users. Dare I reiterate the countless adverts that appear on several channels after ten o’clock – but the point is people pay (quite a lot) for something which they can get for free. I don’t understand it, but I’m not going to try and understand it.

Although saying that, I wonder how much of a future these companies have. I can only imagine (and hope really), that as we get more technologically in gear, and as new generations become more equipped to the world of mobiles and computers that maybe in the near future such rip-off schemes may not exist.
I can’t blame T-Mobile, Jamster, or any of the other companies mainly for this; as actually I think its part stupidity on our behalf too. It’s just amazing how thirteen year olds are already grasping the concept of getting what they want for no cost. As Bluetooth, and probably, better technologies come into existence, I can only imagine that sharing, and moving our media around devices will only get easier, and quicker.

I can also only hope for the sanity of myself, and quite possibly many others, as dodgy ringtone manufacturers will cease to exist. Stick a nice classical piece as your ringtone – it’s what I’ve done!

Send any e-mails, questions or anything else to samantha@mobileindustryreview.com

And another. And another. And woosh. Across what appeared to be a few minutes, she was text-bombed.

Whether by mistake or by design, she ended up with a heck of a lot of premium rate texts being delivered to her handset. The reader describes it thus:

The 72 unsolicited reverse SMS texts were sent at two second intervals, my daughter was on a trip in her car, when her phone ‘in box’ filled up, she deleted the total content, when it filled up again in the blink of an eye, she again deleted the whole lot, and to this day, we have no idea what the content actually contained.

WIN (as the aggregator in question providing the connectivity for another company who originated the texts) refunded this amount after the reader complained.

All is well, yes?

Well not quite. The reader is — rightly — appalled by the matter. He, I suspect, is thinking that the mobile industry is a normal industry. It’s regulated after all. Right? So this sort of thing shouldn’t keep happening. Right?

Whilst there’s no current complaint, the reader’s astonishment, shock and bewilderment in dealing with both WIN, Ofcom and PhonePayPlus was one I wanted to highlight.

I don’t think he understands how this sort of thing was allowed to go on. And, in many cases… still does continue, only in different ways.

It’s a sad state of affairs when my response to the reader is thus: I’m pleased you got your money back. Let’s move on.

What else can you say?

It’s a seedy industry. It’s roots are seedy. Only a percentage play fair.

It’s a lot better than it used to be, here in the UK.

But there’s still a huge issue between the aggregator supplying the connectivity — and the client companies they work with abusing the aggregator’s connections, often resulting in fines.

What can you do?

Be responsible.

Yes and no. The aggregator viewpoint is simple: They can’t monitor every message. They can’t check every single new service launched. They don’t have the resources. Or they choose not to have the resources.

It’s cheaper to pay the fines, refund the complaints and skim where possible.

It’s all changing though — as premium text message begins to wane in popularity, we’ll begin to free ourselves collectively from the menace that is the premium rate scammers.

Once you get to the likes of the Apple iTunes App Store, the opportunity for scamming seriously diminishes.

Ah dear.

Nice.

Not a bad return for a premium rate text message eh?

I will hopefully get some more details soon.

Such evidence includes 4,500 complaints made in the first three months of this year, up 40 percent on last year), and 33 mobile services with total fines in excess of £360,000 in the first three months of the year.
PhonepayPlus will now be targeting unsolicited promotions, especially text messages; Price transparency and the use of words that indicate content is ‘free’ and subscription services like ringtones and the use of the STOP command. The results are out in July – hopefully the threat of coming under the regulator’s microscope will get all the cowboys to smarten up a bit.