The UK’s specialist trade association the Association for Interactive Media and Entertainment (AIME) relaunches this month under the new name of the Association for Interactive Media and Micropayments (aimm).
This follows a major strategic review in which the association looked at their current offering to members. The industry is changing and many members are shifting their focus away from traditional premium rate activity using carrier billing towards other micropayment technologies. The current membership comprises of organisations across the value chain and includes the major broadcasters, mobile and fixed line telephone operators, intermediaries, service providers and merchants. In the last three years there has also been an increase in charity membership as aimm’s work has helped make short code texting a major success story in this market.
aimm strives to support current members in the best ways possible and have adapted the membership structure to ensure they continue to provide more of what members want and need. At the start of 2017 the association changed the levels of membership on offer, simplifying it into three levels of Bronze, Silver and Gold. Bronze is primarily aimed a overseas companies, Silver for those who wish to be active in the industry and network with other members, and Gold, who want to have a prominent voice, be key influencers and maximise their business potential. The benefits are now more generous and relevant to the market needs of today. Members have always valued the opportunity to gather together with others in the industry’s ecosystem to debate issues in a secure environment through aimm’s working groups. Gold membership now allows unlimited access to all working groups.
aimm is a not for profit organisation funded by its members and run for its members. It is important that the organisation continues to grow and part of the strategy is to move into new areas where exiting members are becoming active. The new growth will come from targeting vertical markets such as society lotteries, online publishers and entertainment ticketing. aimm will also move in to alternative micropayment markets and initially will target certain areas such as Fintech as they are early adopters of micropayment technologies.
The shift in direction led to the renaming of the association, from AIME to aimm. A significant brand review has taken place. The logo and the way they communicate have been overhauled to ensure the new brand reflects the redefined vision, mission and values of the association. The website and all material now reflect a forward thinking trade association giving members more of what they need. aimm have also developed a special logo for exclusive use by their gold members.
The creative work was an evolution rather than a revolution. The familiar and memorable colours have been retained with a fresher, more up to date look and feel. aimm has also developed a strap line which encapsulates their positioning ‘creating the conditions for growth in micropayments’
“This year has seen a major overhaul of aimm. We have listened to our members and will continue to support and help them in the development of their businesses. The industry is changing and aimm is now ‘fit for purpose’ to support our members better and with a real focus on growth. This is a very exciting time for aimm and I am delighted to be part of it.” Neil Johnson, Chairman.
