Chair's Address: Enabling Off-Deck Services In The US
09.10
MARKET OVERVIEW
What are the challenges and opportunities of delivering off-content in the US? Is the market ready for large off-deck uptake?
Does uptake in off-deck content signal the beginning of the "walled garden"?
What are current off-deck revenues compared to on-deck revenues, how are these likely to change in the future?
How are carriers and content providers responding to off-deck and opportunities?
What is the outlook for the future of off-deck services?
Levi Shapiro, Director Audience Metrics, Telephia
Capitalizing on Off-Deck Developments
How Are Content Owners Driving Off-Deck Growth?
09.30
CONTENT OWNER
How important is the provision of new and specially tailored content for offdeck platforms? What type of content is most demanded by consumers?
Should a linked ecosystem between mobile telephony, the internet, television, music and movies be encouraged, rather than just making short clips of existing content available on mobile phones?
How can content providers collaborate together to create networks or ‘shopping malls’ of off-deck sites, in an attempt to attract a wider demographic?
How can content be best extended across multiple carriers?
Thomas Gewecke, SVP Digital Business Group, Sony BMG
Do Carriers Support A More Web-Like Model Of Content Offering?
09.55
CARRIER
Should carriers play an ISP-like facilitating role or a more content controlling role?
Are carrier costs involved in facilitating the provision of off-deck content resulting in reduced margin gains?
To what extent are carriers focusing only on the short-tail, and surrendering the long-tail to independent off-deck content?
As users migrate off-deck, how can the carrier best monetize their data-traffic?
Does carrier support of the off-deck experience increase customer loyalty and reduce customer churn?
Chris Black, Director Mobile Marketing and Interactive Media, Cingular Wireless and MMA Director
Collaborating Between Carriers, Aggregators, And Content Owners
10.20
PANEL DISCUSSION
To what degree are content owners frustrated by the lack of control over carrier decks? What level of flexibility do carriers aim to offer their content providers?
How can aggregators assist content owners to reach across multiple carrier networks?
What level of control must content owners surrender when working with aggregators?
How can partnerships between key actors in the value chain be created to deliver ‘friendly’ off-deck content?
Chris Black, Director Mobile Marketing and Interactive Media, Cingular Wireless and MMA Director
Thomas Gewecke, SVP Digital Business Group, Sony BMG
Martez Moore, VP Strategy and Business Development, BET Holdings
Are Traasdahl, CEO, Thumbplay
Fredrik Ruben, Head of Sales for North America, Ericsson IPX
Coffee and Networking
11.00
Sponsored by:
Identifying Roles in the Value Chain
Off-Deck Growing Pains: How The Market Must Evolve To Create A Profitable Mobile Commerce Environment?
11.30
What are the market trends in both the on-deck and off-deck mobile commerce market?
What are the specific benefits and challenges of the off-deck business model?
What challenges are carriers experiencing?
What challenges are content providers experiencing?
How must the off-deck market evolve to ensure growth and success of direct-to-consumer content?
Steve Shivers, General Manager, OpenMarket
US Off-Deck Market 'State of the Union' From A European Perspective
11.55
EUROPEAN CASE STUDY
What are the key similarities and differences between European and US offdeck content markets?
What lessons can be learnt from European off-deck deployment?
Are the two markets likely to see a greater convergence in content offerings, or will they remain differentiated? Why?
How important is the implementation of a dedicated off-deck strategy for US businesses wishing to extend their mobile presence?
Graeme Ferguson, former Vodafone Director Global Content Development and current Independent Mobile Content Consultant
Lunch and Networking
12.20
Lunch Sponsor
Introducing Feasible Business And Revenue Share Models
13.45
PANEL DISCUSSION
Are current off-deck business practices and models unstable? What needs to be changed so that the ecosystem becomes in balance?
In a rapidly growing market, how can revenue share models successfully be accomplished?
Which sections of the value chain are perhaps too greedy for a larger share of the revenue pie?
What is the role of aggregators/middlemen? Are they reducing the potential revenue share of content owners, or are they necessary to secure brand exposure?
Are aggregators becoming increasingly pressured by the entry of bigger players into the game?
Graeme Ferguson, former Vodafone Director Global Content Development and current Independent Mobile Content Consultant
Kevin Bertram, CEO, Distributive Networks
Rodger Raderman, Co-Founder and Chief Marketing & Product Officer, Veeker
Jeff Janer, Chief Marketing Officer, Third Screen Media
Defining Industry Standards and Guidelines
The Implementation Of New MMA Guidelines
14.25
How has the development of a common set of standards for cross-platform standardization fostered the market?
What guidelines are in place to ensure uniformity across the entire off-deck mobile content value chain?
What are the issues that need to be resolved between key actors?
How should the MMA strategize for the future?
Can overbearing regulation stifle business growth?
Lee Hancock, CEO & Founder, go2
The Future Of Industry Advertising Guidelines
14.50
PANEL DISCUSSION
A chance to review MMA and Consumer Best Practices guidelines.
How has the opening of registrations for dotMobi domains changed the mobile internet landscape? What is the future of dotMobi?
What is the role of the W3C and its mobileOK trust mark scheme?
How can the industry tackle deceptive off-deck advertising and marketing, especially from affiliate partners?
How is age verification while surfing off-deck enforced?
Miriam Apfel, VP Campaign Management, Enpocket
Glenn Roland, Business Development Manager Americas, dotMobi
Chris Petrovic, VP, Digital Media Business Development, Playboy Entertainment Group
Lee Hancock, CEO & Founder, go2
Coffee and Networking Break
15.30
Coffee Break Sponsor
Barriers To Off-Deck Adoption: Carriers And End Consumers
16.00
CARRIER
What marketing approach by the carrier best supports successful off-deck content choice for consumers?
What pricing models will work? Data plans? Pay-per-click? Flat-rate plans?
To what extent is billing integration with the carrier better for the overall customer experience?
What areas should the carrier control in the off-deck transaction?
How important are carrier delivery partners in providing off-deck content?
Scott Moody, Director Multimedia Content Services, Alltel Wireless
Ensuring Content Owners Are Protected In A Digital Mobile Age
16.25
PANEL DISCUSSION
What are the challenges of DRM across off-deck content offerings?
How are content owners and rights holders protected, and who has responsibility to ensure all dues are met?
How can DRM facilities be best provided?
How does DRM enable new off-deck opportunities?
Brad Spahr, Director Mobile Entertainment, Sony Pictures Home Entertainment
Richard Conlon, VP Marketing and Business Development, BMI
Kelvin Rowlette, EVP Global Sales and Business Development, July Systems
Markku Mehtala, VP Business Development, Beep Science
Focusing on the Customer and Total Off-Deck Experience
Coffee and Networking
08.30
Coffee Break Sponsor
Chair's Address: An Industry Veteran's Perspective
09.00
Ted Cohen, Managing Partner TAG Strategic and Chairman Mobile Entertainment Forum Americas
Examining the Market: Case Studies
How Are The Latest Off-Deck Numbers Relevant To The Industry?
09.10
DATA ANALYSIS
What are the key numbers for all players in the off-deck content market, and how can they be interpreted?
Based on industry data, what are the hot issues affecting off-deck models?
How can industry players reflect upon these issues?
How is the off-deck market forecast to change?
Seamus McAteer, Chief Product Architect and Senior Analyst, m:metrics
Content Provider Analysis: Fun Little Movies
09.35
CASE STUDY
How is Fun Little Movies acting as an innovator in the off-deck content market? What are some success stories?
How are off-deck offerings affecting revenues and margin gains?
What lessons has Fun Little Movies learned from its experiences?
What is Fun Little Movies’s view on an important off-deck issue?
Frank Chindamo, President & Chief Creative Officer, Fun Little Movies
Content Provider Analysis: Napster Mobile
10.00
CASE STUDY
How is Napster acting as an innovator in the mobile arena? What are some success stories?
How does Napster approach the carrier deck, MVNO and off-deck offerings?
What lessons has Napster learned from its experiences? To what degree are carriers restrictive towards content providers?
How does Napster view the importance of the PC versus the importance of the mobile phone?
Is there a conflict between on-deck and off-deck, or are there opportunities for complementary relationships between content owners and carriers?
Brad Duea, President, Napster
Content Provider Analysis: Sony Pictures
10.25
CASE STUDY
How is Sony Pictures acting as an innovator in the off-deck content market?
What are some success stories?
How are off-deck offerings affecting revenues and margin gains?
What lessons has Sony Pictures learned from its experiences?
What is Sony Pictures’ view on an important off-deck issue?
Brad Spahr, Director Mobile Entertainment, Sony Pictures Home Entertainment
Coffee and Networking
10.50
Coffee Break Sponsor
Defining Billing and Payment Options: User or Advertiser Funded?
Examining Payment Options In An Off-Deck Environment
11.20
PANEL DISCUSSION
What billing and payment options will users accept for purchasing and downloading content? PSMS or direct-to-bill?
What makes a compelling subscription service? Is it worth selling content on an à la cart basis?
What are the advantages and disadvantages of content owners purchasing wholesale chunks of network capacity, and then building data charges into their own end-user billing?
What kind of e-commerce payment platform can provide the revenue sharing technology necessary for the industry?
What can be done to speed up settlements and the turn-around time of collecting content revenue from aggregators and carriers?
Are Traasdahl, CEO, Thumbplay
Sundar Balasubramanian, Manager Off-Deck Service and Integration, Amp'd Mobile
Mitch Oliver, VP Solutions & Marketing, QUALCOMM Internet Services
Anil Malhotra, Co-Founder and SVP Alliances & Marketing, Bango and Co-Chair MMA Off-Deck Committee
Off-Deck Advertising From A Carrier’s Perspective
12.00
CARRIER
Are consumers ready to accept mobile advertising in return for 'free' content?
What forms of advertising, and how much, will users tolerate?
When will mobile advertising really take-off?
How will an uptake in off-deck advertising affect ARPU and business models?
Hugh Griffiths, Group Strategy, O2
The Appeal Of Off-Deck Content For Advertisers
12.25
ADVERTISING AGENCY
To what extent are independent off-deck sites growing into long-tail niche markets? What ROI can be expected in this area?
How can advertisers juggle and secure prime placement on off-deck sites?
What opportunities are available in direct marketing to focused and loyal users of off-deck content?
What are the benefits of embedding advertising in off-deck content?
Peter Kang, Creative Director, Interactive/Emerging Media, Saatchi & Saatchi LA
Lunch and Networking
12.45
Lunch Sponsor
Evaluating Off-Deck Advertising Opportunities
14.00
PANEL DISCUSSION
What are the challenges and opportunities associated with off-deck advertising, sponsorship, and ‘free’ content?
How can the delivery of brand to consumer be best achieved?
How effective is direct response marketing, and what are some success stories that the industry can learn from?
How necessary is the collaboration between technology vendors, carriers, aggregators, and content owners to ensure the development of a healthy and profitable off-deck advertising market?
Peter Kang, Creative Director, Interactive/Emerging Media, Saatchi & Saatchi LA
Jon Vlassopulos, VP Business Development, Digital Media and Strategic Planning, Endemol
Hugh Griffiths, Group Strategy, O2
Omar Hamoui, Founder and CEO, AdMob
Optimizing the Customer Experience
Keeping The Customer Experience In Mind While Expanding In The US Market
14.40
GROUP DISCUSSION
Maximizing Content Discovery Options For Users
15.20
INDUSTRY BODY
Will mobile websites become a commonplace convention for all businesses, as they have done in the PC world?
Are carrier decks becoming so overcrowded that users are struggling to discover content?
What mediums work best when marketing off-deck content? What are the benefits of content preloading on handsets, SMS, MMS, couponing, and barcoding in directing users off-deck?
How do mobile communities enable users to discover content?
Glenn Roland, Business Development Manager Americas, dotMobi
Coffee and Networking Break
15.45
Coffee Break Sponsor
How Can Search Be Best Offered On Off-Deck Platforms?
16.15
SEARCH ENGINE
What are the different models for monetizing search?
What techniques can be employed to make off-deck searching more userfriendly?
What strategies can be employed to appropriately place content so that it is more accessible through search?
What is the future of mobile search technology?
Michael Bayle, Senior Director Search Marketing, Yahoo!
How Are New Technologies Impacting On Off-Deck Content Offerings?
16.40
How will mass 3G/HSDPA uptake and eventually WiFi/WiMax enabled handsets grow and change off-deck content offerings?
How are carriers and content providers developing strategies in the face of these new technologies?
What is the latest mobile browser and transcoding technology, and how will this change in the future? How will users respond?
Will we be looking at a fundamentally different off-deck market in five years? What is likely to change?
Mitch Oliver, VP Solutions & Marketing, QUALCOMM Internet Services
