Pre-Conference Workshop - 26th June (Full day)

Technical Strategies for implementing UMA onto the operator’s network

Workshop Leaders: Steve Shaw, Director of Marketing, Kineto Wireless (USA)
Jakob Larsen, Consultant, inCode Wireless (Sweden)

UMA represents a cost effective network upgrade to enable an operator to offer converged offerings and increase operational performance, amongst other advantages. However, the merging of the unlicensed and often public Wifi network to the private cellular network is not without difficulty and a number of complications must be addressed for successful implementation. Issues of radio planning, network resource optimisation and deciding how and where resources can be optimised with UMA, will be carefully addressed in an informal and interactive workshop setting.

Session 1 - General overview of UMA

• Specifications
• Capabilities

Session 2 - Business Drivers for UMA

• Fixed mobile substitution
• Counter threat from mobile VoIP

Session 3 - UMA Service Elements

• Subscriber requirements
• Pricing/packages
• Service access control

Session 4 - Deploying UMA

• Radio planning
• Network elements
• Impact to Mobile Core

Session 5 - Role of UMA in Network Evolution

• UMA and IMS
• UMA and 3G evolution

Registration - 09.30
Workshop Begins - 10.00
Workshop Closes - 17.00

Steve Shaw is the director of marketing for Kineto Wireless, the innovator and leading provider of converged cellular/WiFi solutions. Steve is responsible for Kineto’s go to market strategy for its UMA-compliant IP network controller for fixed and mobile network operators. Steve has more than 15 years experience in product, marketing, and business development roles with telecommunications companies. Steve holds a bachelor of science in computer science from the University of Southern California.

Jakob Larsen is a consultant at inCode Wireless, with a strong background in both telecommunication and finance, including business modelling and technology evolution analysis within the wireless industry. During the past year, he has been involved in several UMA related engagements for various clients.

Post-Conference Workshop - 30th June (Full day)

Packaging, marketing and selling a UMA service

Workshop Leader: John Strand, CEO, Strand Consult (Denmark)

Convergence represents a number of advantages to the operator but what does it mean to the customer? A better understanding of the customer perspective is essential if UMA is to be successfully implemented. Marketing, packaging and sales issues are of crucial importance in ensuring profitable and successful service implementations.These aspects will be worked through and discussed in detail in an informal and interactive workshop setting.

Session 1 - Current market analysis

• Mobile market - mapping technical evolution from GSM to UMTS and beyond and how this relates to pricing and other commercial strategies, a look at the pricing of products from Austrian, Danish, Swedish, German and Belgian markets
• Fixed market evolution, ISDN to DSL and beyond, pricing and strategy

Session 2 - Looking at the main drivers for UMA adoption

• Entering the broadband market from a fixed and mobile perspective
• Broadband evolution, a look at the current climate given the constant infringement of new technologies from both fixed and mobile
• Current threats and opportunities for fixed line and mobile players in this area
• Where does UMA fit into the equation and what are the main obstacles to its commercial success?

Session 3 - the UMA dream

• UMA market interconnection
• Best case scenarios for the fixed, mobile and broadband service providers and technology vendors
• Commercial realities

Session 4 - Traffic and cash flow analysis

• Who owns which networks?
• Who own the traffic and the subscriber?
• How will the networks work together?
• Who will take the revenues, and who will pay the cost?
• What will the customer experience?

Session 5 - Which solution, which customer?

• Advantages and disadvantages of the UMA solution
• Segmentation
  • The residential market
  • The business market
• Packaging the UMA product
• UMA’s impact on churn pricing, regionally, nationally, internationally
• Marketing UMA
  • The residential market
  • The business market
• The terminal market

Session 6 - Overcoming major challenges for UMA success

• Technology
• ServicesM
• Pricing
• Distribution
• Marketing
• Obstruction of the UMA market
• Technological obstructions
• Pricing obstructions
• Marketing obstruction

Registration - 09.30
Workshop Begins - 10.00
Workshop Closes - 17.00

Strand Consult has specialized in analyzing sales processes and evaluating their performance in a fast changing global marketplace.We provide strategic recommendations on how to optimize sales processes to aid our customers sell more products in less time at lower costs.

John Strand is the CEO of Strand Consult. As one of the best-known consultants in the business, he has advised over 100 players in the mobile industry. He has a background in Sales and Marketing in the IT and Publishing Sector and from 1989 has been consulting on strategies, sales and marketing, ending as a partner in a consultancy company prior to founding Strand Consult in 1994.