Mobile Communities & User Generated Content '07

A chance to get to know your peers before the start of the conference and set a relaxed atmosphere

• What has been the trend in the uptake of mobile community services?
• What has been consumer feedback and how has it been acted upon?
• What are the most important changes pending for a seamless user experience?
• How are operators hoping to reap further rewards from the services? Are they planning for the short- or long-term?

• What are the barriers facing communities considering mobile launches and how should these be confronted?
• What would be the components of the ideal operator/community relationship?
• How are consumers adjusting to mobile communities? Do they understand the restrictions of mobile compared with PC?
• Hopes and dreams for the future of mobile communities

• How are web-based teams approaching the new territories presented by mobile?
• Will web-based companies recreate and/or replicate their success on mobile?
• To what extent do early-movers have the advantage?
• How will web-based communities strategise to incorporate the unfamiliar mobile value chain?

• Social networking is ideal for mobile: How can the complexity involved in going mobile be overcome?
• There are already several communities available on mobile. Should operators partner with them, and how?
• Do consumers need educating on the benefits of social networking via mobile vs. the PC?
• What are the future opportunities and challenges for social networking on mobile?

• Will the predominant business model for mobile communities reflect that of PC-based sites once one has emerged?
• Is establishing communities and increasing traction before deciding on monetisation innovative or foolhardy?
• Where could revenues potentially derive from? Could there be any surprises?
• Potentially, how high a percentage of ARPU could derive from communities?

• How should the industry tackle consumer expectations for free mobile communities such as those on the PC Internet?
• The advantages to offering the user-friendly, short-term access fee
• Is the strong business case for automatically renewed subscriptions diminished by bad consumer experiences?
• How can the compromise of free access with peripheral charges be optimised?

• With flat-rate data charging an increasingly common operator offering, how likely is a data-revenue share model in the near future?
• Would the social networking site be wise to agree with operators to pay consumers' data bills?
• With reported subscription model disappointments, which business model is most likely to prevail?
• Blending revenue-share, low subscription and ad-funded models: Will a model emerge combining communities' many opportunities and benefits?
• Learning from Trial and Error and Predictions for the Winning Business Model Formula

• Do communities present the majority of paid impressions on mobile? Which other content is attractive to brands and could synergies be created?
• What evidence is required by the advertising industry to increase the rates paid per page impression?
• Which advertising possibilities are social networking sites trialling and which are considered to be the strongest contenders for a long-term option?
• Which brands are the most interested in taking part in mobile communities? Are there any surprises?

• Is it viable for a brand to enter mobile communities and user-generated content industries?
• What is the scope for creativity in brands' presence in mobile communities? Who should collaborate to further develop this?
• Do communities present the ultimate form of mobile advertising or are they simply part of the mobile mix?
• What are the do's and don'ts?

• Brands leveraging social networks - both mobile and web - what are the options, benefits and dangers?
• Getting better UGC - social nets generate content, how do you make it better?
• Distribution models - what are they? Have Youtube, Myspace and Facebook got it all sewn up?
• Moderation and control - these are the brands' pressing questions - how can they be solved?

"Ads will change the entire mobile content business model"

The Social Networking Evening Event

• Has it been proven that churn is reduced as a direct result of successful communities? Can communities outweigh operator loyalty?
• What type of User-Generated Content retains consumers' loyalty and how can this offering be developed and extended by operators?
• Which communities are the most popular and is there a direct correlation with user experience? Should operators act strategically to enhance this experience?
• What are the 3 most important actions to promote a positive user experience and what should be avoided at all costs?

• The implications of brand-reputation damage on the future of mobile communities: Operators,advertisers and providers
• Simple and effective age verification tools for protecting minors from adult content
• Employing professional moderators: Weighing up the benefits against the expense
• The pros and cons of self-moderation and dealing with varying opinions on acceptable content

• What research was undertaken before committing to launching the mobile community?
• Consumer reactions to the service in the early months
• What changes were made to the service as the community increased in members? How easy was it to implement these changes?
• Lessons learnt and plans for the future

• The mobile features offered by the magazine and the development of the community
• Have readers been confused by the blurring of boundaries?
• What effect has the mobile community had on consumer involvement and loyalty? What percentage of the readership is entailed?

• How did Virgin Mobile Canada prepare for the launch and which were the final problems to be solved?
• Did consumers immediately understand the UGC concept?
• Launching mobile communities: How to get onto a carrier deck...and do you need to?

A brand new case study detailing the integration of a mobile service on top of a web community, and how it can create extra value for the users

• The development of NASCAR In-Field Parking PC-based community
• The demographics visiting In-Field Parking: Would a mobile site be popular?
• The opportunities and barriers presented by mobile communities
• How will PC- and mobile-based communities develop over the next 5 years?

• Should operators assume a role whereby they direct traffic to data-thirsty communities?
• Are the portals over-burdened already with communities? Should operators encourage sites to move 100% off-portal?
• How can operators act strategically to increase consumer loyalty and retention?
• Currently viewed as a gimmick and innovative, how can operators help to maintain the momentum and bring mobile communities to the mainstream?

• Addressing the chasm between the masses and individuals: What makes a community?
• Making mobile video social, building communities out of shared experiences
• Leveraging social networking to glue communities together
• Business models and added value for mobile operators and MVNOs

• Facts about IM and social networks on fixed internet
• Who is the market for UGC and what are their expectations?
• What is the mobile operator’s place in the UGC value chain?
• Some pitfalls to avoid in mobile operators strategies
• The key factors for mobile presence success

• Outlining the pros and cons on both on-decks and off-decks models for Mobile communities
• What can the off-deck model offer to Mobile communities?
• Tactics for creating traffic off-deck. What will comprise a successful Off-deck billing strategy
• How mobile operators will enable off-deck
• Lessons learnt and plans for the future: case study "Moblr.mobi"