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DAY ONE - Wednesday 12th July
Successful Off-Deck Strategies and Business Models
Speed Networking: An Opportunity to Meet your Peers and Set a Relaxed
and Informal Atmosphere
09.00
Opportunities Represented by Off-Deck Services & the Enabling Business
Models
Chairman's Opening Remarks
Enabling Off-Deck Services in the US
09.10
MARKET OUTLOOK
- Current off-deck services in the market
- What are the carrier's attitudes and strategies towards off-deck
content?
- How are content providers maximizing the off-deck opportunity?
- The Future: the market landscape in 5 years
- Tammy Parker, Editor & Principal Analyst North
America, Informa Telecoms & Media
Creating a Carrier Independent Environment to Deliver Services Direct
to Customers
09.30
CONTENT PROVIDER
- Examining the content providers off-deck business models
- Determining the optimum pricing strategy; flat rate or pay as
you go
- Ensuring the service is easily discoverable
- What is the chosen billing and payment mechanism?
- Balancing the on and off-deck strategies for optimal results
- Scott Mills, EVP & CFO, BET Mobile
How can Carriers Help Enable the Off-Deck Environment?
09.55
CELLULAR CARRIER
- What are carriers doing to help drive the success off-deck services?
- How will carriers monetize the off-deck opportunity?
- How are carriers balancing the on-deck and off-deck services?
- What is expected of content providers and aggregators for a successful
partnership?
- John Styers, Director of Data Communications
Service, Sprint
Bringing the Brand to the Consumer as an MVNO
10.20
MVNO
- Business strategies and objectives for becoming an MVNO
- Defining the target market: who is the service aimed at and when
will the target subscriber numbers be reached?
- How much of an impact does branded content have on customers
when choosing a carrier network?
- How will MVNOs manage their own content against competitor off-deck
content?
- Daniel Torras, Senior Research Director, Mobile
ESPN
Networking Break & Refreshments
10.45
Who Owns What? Re-Defining Areas of Ownership & Responsibilities
The Future of the Aggregator in a Direct to Consumer Environment
11.15
AGGREGATOR
- Will there be a need for aggregators in a direct to consumer
environment?
- Positioning the aggregator if deals are made directly between
carriers and content providers
- Developing a strategy which enables the aggregator to stay in
the loop
- Embracing alternative market segments and altering the business
direction
- Jay Emmet, President-Americas, mBlox
Minimising the Operational Impact of Off-Deck Services on Carriers
11.40
CELLULAR CARRIER
- How will the roles of the carriers and content owners evolve
with the rise of off-deck services?
- Which services should carriers outsource and which should they
maintain internally?
- Who will own the customer in the off-deck environment?
- Understanding how to allocate customer service resource
- Chris Langdon, VP Wireless Solutions, Telus
Mobility
Enabling Super-Distribution and Limiting Revenue Leakage with DRM
12.05
- How can carriers track content as it will be coming from multiple
sources?
- Who is responsible for ensuring the rights owner is protected
and receiving the correct revenues?
- Can super-distribution be considered as an alternative revenue
generating business model?
- Enabling super-distribution for increased revenues
- Speaker name to be confirmed, Microsoft
Lunch for Delegates & Speakers
12.30
Overcoming the Obstacles to Succeed in the Off-Deck Environment
Working Off-Deck: The Benefits, Drawbacks and Revenue Share Models
14.00
PANEL DISCUSSION
- How are content providers delivering content direct to their
customers?
- What are the benefits and drawbacks of going direct to customer?
- Carriers strategy to act as a buffer between the content provider
and the customer
- Pleasing all parties: Challenges in developing a mutually beneficial
revenue share model
- Introductory presentation: Nandi Gurprasad,
VP Global Alliances, Bango
- Panelists: Jeremiah Zinn, Senior Director of
Product Development, MTV Networks
- Clint Stinchcomb, SVP New Media Operations,
Discovery Communications, Inc.
- Brian Biniak, SVP & General Manager, Mobile,
AG Interactive
- Carsten Boers, President, Flytxt
Reviewing the 'MMA Guidelines' and the Double Opt-In' Code of Conduct
14.50
PANEL DISCUSSION
An opportunity to discuss with the authors what their future plans
are in evolving the ‘Double Opt-In' code of conduct. Is it likely
to remain as it is or will the uptake of off-deck services drive a
change in strategy?
- Laura Marriott, Executive Director, MMA
- John Styers, Director of Data Communications,
Sprint
- David Oberholzer, Chairman MMA Best Practices
Community, Verizon Wireless
- Soren Schaft, General Manager, Mobile
Media North America
- Jay Emmet, President-Americas, mBlox
Leveraging Existing Platforms for Off-Deck Services
15.40
- A BREW carriers strategy to enable off-deck services
- Using SMS in conjunction with other platforms
- Responding to customer requests when they don't have the "existing"
services
- Educating customers through advertising
- John Cregier, Senior Director Product Development
& Management, U.S. Cellular
Networking Break & Refreshment
16.05
Creating a Homogenous Market for Successful Off-Deck Content Delivery
16.30
- Ensuring successful content delivery in a fragmented US market
- Overcoming the differences in networks (GSM, CDMA) when launching
offdeck services
- Delivering content between the different carrier micro-environments
- Ensuring content is compatible with all terminals and operating
systems
- Dan Mosher, Director of Mobile Content Services
& Head of Jamster, Verisign
Complying with Regulations and Content Protection Standards
16.55
- What are the existing regulations and content protection standards
in the US market?
- Is the carrier or content owner responsible for protecting the
consumer?
- How are age verification and parental controls enforced in an
off-deck environment?
- Successfully complying with all regulations
- Samuel Kramer, LLP, Baker & McKenzie
DAY TWO - Thursday 13th July
Customer Focused Off-deck Service Deployments
Chairman's Opening Remarks
09.00
- Nick Lane, Principal Analyst, Informa
Telecoms & Media
Balancing On and Off-Deck Strategies for Greater Data Revenues
09.20
UK CARRIER CASE STUDY
- Examining O2 UK's on and off-deck strategies and how they are
being managed
- How has the relationship with third party content owners evolved
with the rise of off-deck services?
- Regularly maintaining and updating the decks to ensure up-to-the
minute information
- Analyzing consumer usage patterns to personalize decks
- How is mobile search enabling greater uptake of products?
- Hugh Griffiths, Head of Data, O2
UK
Ensuring Consumers are Easily Discovering Off-Deck Content
Creating Targeted Content and Creatively Marketing it to the Consumer
09.45
CONTENT OWNER
- Creating relevancy by associating your content with compelling
shows/brands/celebrities
- Using context to market via Broadcast, Internet, billboard, radio
etc...
- Creating niche content and investing more effectively to market
mobile content to various customer segments
- Educating users so they know exactly where and how to find content
- Interview with Jeremiah Zinn, Senior Director
of Product Development, MTV Networks
- Followed by a presentation from: Brian Biniak,
SVP/GM, AG Interactive & Board Member, MEF Americas
Developing Creative Content and Guaranteeing Content Discovery
10.30
PANEL DISCUSSION
- Developing consumer focused off-deck propositions
- Spreading the word: what level of marketing and promotion is
required?
- Personalizing user interfaces to ensure content discovery
- Exploring the benefits of tailored interfaces for different market
segments
- Stephen Oman, Programme Director, Changing Worlds
- Marc Theermann, CMO, Everypoint
- Jorge Rincon, COO, Up-Mobile
- Harry Kargman, CEO, Kargo
- Chris Smith, VP Telco Business Unit, Volantis
Networking Break & Refreshments
11.00
Real-Time Sports Application for World's Largest Sporting Event
11.30
- Developing pus vs. pull content
- Examining off carrier deck strategies for content distribution
- Using mobile advertising as a revenue source
- Examining the importance of graphics
- What are the global differences in adoption
- Marc Theerman, CMO, Everypoint
How Will Mobile Search Enhance and Monetize Off-Deck Content?
How are Search Engines Monetizing Mobile Search?
11.55
- How are the on and off-deck strategies differing?
- What are the pros and cons of each route?
- Latest products and developments in mobile search
- Matt Champagne, Director of MSN Mobile, Microsoft
The Impact of Mobile Search on Content Discovery
12.20
PANEL DISCUSSION
- What will the search landscape look like in five years?
- What has the consumer response been to search? Will an element
of education be required?
- Will search make content discovery easier and cheaper?
- When will advertising revenues become realistic and how will
they alter the business model?
- Adam Sororca, VP & GM Search Services, Jumptap
- Matt Champagne, Director of MSN Mobile, Microsoft
- Todd Tran, Managing Director, Minick UK Chris
Langdon, VP Wireless Solution, Telus Mobility
Lunch for Delegates & Speakers
13.00
Funding Off-Deck Content with Advertising Revenues
What Opportunities does Off-Deck Content Present to Advertisers?
14.30
ADVERTISING AGENCY
- Where does mobile fit into the traditional advertising channels?
- Is the mobile medium growing momentum as an advertising tool?
- What are the expectations from advertising through mobile?
- customer reach
- impact on sales
- raising brand awareness
- What is the ROI expected on advertising through mobile?
- Brandon Berger, Head of Innovation Group, OgilvyOne
Sponsored Mobile Content: Measuring the Impact on Brand Strategy
14.55
CONSUMER BRAND
- What level of advertising will be considered acceptable from
a consumer point of view?
- How will carriers encourage uptake of sponsored content?
- Will the download rate be high enough for advertisers to justify
spend?
- Is it likely to be a realistic and achievable revenue stream?
- details of speaker to be confirmed
What are the Different Off-Deck Billing Models?
Networking Break & Refreshments
15.20
Billing via the Carrier, the Aggregator or Directly Billing the Customer
15.40
PANEL DISCUSSION
- Overcoming the lack of homogeneity in carrier billing environments
- Is there a universal solution or is each case different?
- How can the revenue share model be evolved?
- How does the balance lie between the carrier and the content
provider?
- What benefits can aggregators bring to the value chain?
- Outlining the current options available to directly bill the
customer without the use of short codes
- Moderated by: Nandi Gurprasad, VP Global Alliances,
Bango
- Panelists: Jorge Rincon, COO, Up-Mobile
- Chris Black, Director of Mobile Marketing &
Interactive Media, Cingular Wireless
- Jay Emmet, President-Americas, mBlox
- Raomal Perera, CEO, Valista
- Craig McDonald, VP North America Sales, Valista
Establishing an Effective Off-Deck Billing Environment
16.20
- What are the pros and cons of the available billing approaches?
- Which approaches are showing promise in the US market?
- How can the challenges created by the lack of homogeneity be
overcome?
- What changes need to occur and who needs to drive them for an
efficient billing system to arise?
- Stoyan Kenderov, Director of Business Development,
North America, Amdocs
The Future: Mobile Content in an all IP World
16.45
- Current trends in cellular telephony and their impact on mobile
entertainment
- Which new players will wireline-wireless convergence introduce
to the value chain?
- What will the impact be on content and wireless telephony as
new players enter the market?
- How are content owners and carriers developing their strategy
for the dawn of IP?
- David Chamberlain, Principal Analyst-Wireless,
In-Stat
CLOSE OF CONFERENCE
17.10
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