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Off-Deck Mobile Content 2007
Driving Content Revenues and Enabling Revenue Share Models
30 January-1 February 2007, Beverly Hilton Los Angeles, USA
Special Focus Day Agenda
Day One 30 January
Delivering Profitable Off-Deck Business Models
Coffee and Registration
08.30
Speed Networking
09.00
A chance to get to know your peers before the start
of the conference and set a relaxed atmosphere.
Chair’s Address: Driving Mobile Search
09.10
MARKET OVERVIEW
- How has search evolved from the PC internet to mobile telephony? How should the two be differentiated?
- What are search revenues now, and how are they forecast to grow in the future?
- How is a surge in mobile content (especially long-tail content) increasing the demand for accurate mobile search?
- What challenges and opportunities does mobile search present to the mobile industry?
- Eric McCabe, VP Marketing, JumpTap and Co-Chair MMA Mobile Search Committee
Assessing the Search Business Case
Identifying Strategies To Drive Mobile Search Uptake
09.30
CARRIER
- How important is mobile search for carriers?
- How can mobile search platforms be used to drive an increase in both content consumption and data usage?
- What can carriers do to promote mobile search?
- What is the revenue impact of partnering with white label search engines?
- Kathy Volpi, Director Product Management and Marketing, U.S. Cellular
Who Should Provide Mobile Search?
09.55
PANEL DISCUSSION
- White label or branded? Examining the key players.
- Will an increase in mobile search providers confuse the user, or is there a market for branded, specialized and niche search offerings?
- What role can established internet search engines play in mobile searching?
- Are we going to see the emergence of a dominant search provider, or is intense competition likely to continue for some time?
- Deep Nishar, Product Management Director, Google Mobile
- Mike McSherry, Co-Founder and SVP Emerging Technologies, Amp'd Mobile
- Anil Malhotra, Co-Founder and SVP Alliances & Marketing, Bango and Co-Chair MMA Off-Deck Committee
Case Study: Google Mobile
10.35
SEARCH ENGINE
- How is Google acting as an innovator in the mobile search market? What are some success stories?
- How has growth in mobile search affected revenues and margin gains?
- What lessons has Google learned from its experiences?
- What is Google’s view on an important issue facing mobile search?
- Deep Nishar, Product Management Director, Google Mobile
Coffee and Networking
11.00
Maximizing Mobile Search Revenues
How Are Search Providers Leveraging Revenues From Search?
11.30
- How can mobile search be monetized?
- What are the benefits of advertising models?
- How will sponsored keyword and paid searches work?
- How can pay-per-click models be exploited to generate revenue from search traffic?
- How can content owners use search to drive revenues?
- Barry Chu, Product Management Director, Medio Systems
How Can The Revenue Pie Be Best Divided To Satisfy All?
11.55
PANEL DISCUSSION
- Looking beyond ARPU to ARFO (‘Average Revenue From Others’).
- How can mobile search be monetized into new revenue streams for carriers, service providers, and content owners?
- Who will profit from mobile search now and in the future?
- What partnerships can be created, and how will these affect revenue share?
- Kathy Volpi, Director Product Management and Marketing, U.S. Cellular
- Michael Bayle, Senior Director Search Marketing, Yahoo!
- Jim Souders, SVP Worldwide Operations, Action Engine
New Technologies Driving New Revenue Potentials
12.35
- How can the user interface be improved by new technologies?
- Is there a case for the pre-loading of search applications onto devices?
- What are the technical obstacles that restrict development of mobile search, and how can they be overcome?
- What is the future of mobile search? Are we likely to see an increase in demand for voice-based searching?
- Jim Souders, SVP Worldwide Operations, Action Engine
Lunch
13.00
Improving the User Experience of Search
Developing Search To Meet The Demands Of Users
14.30
SEARCH ENGINE
- What are mobile users actually searching for?
- To what degree is mobile searching about finding information, rather than browsing?
- What advantages do search developers with specifically tailored mobile solutions have over the traditional search engines?
- How can the industry best serve the needs of users today and in the future?
- Matt Champagne, Director Mobile Product Management, Microsoft and MMA Executive Committee Member
How Can Mobile Search Be Personalized?
14.55
- How do personalization and profiling enhance the content discovery process for mobile users?
- What are the challenges of providing personalized mobile search?
- How can intelligent personalization enhance the usability and relevance of mobile search?
- What are the key considerations? To what degree will users accept ‘profiling’ and ‘mapping’ of their behavior? What are the boundaries?
- Stephen Oman, Programme Director, ChangingWorlds
Networking Break
15.20
What Are The Benefits Of Location-Based Search (LBS)?'
16.00
CARRIER
- How can mobile search be 'localized'?
- How will consumers use LBS technology?
- Can the local ‘corner store’ be attracted to the mobile search business case, or is mobile search only for the big players?
- How are revenue share models affected by LBS technology?
- Michael Buttrey, Director Wireless Data Information Products, Sprint
Ensuring Users Are Provided With Relevant Results
16.25
PANEL DISCUSSION
- How has the surge in the mobile content market intensified the need for effective and user-friendly search tools?
- What characteristics of mobile limit search engines in providing users with relevant results?
- How can the navigational interface of the mobile internet be structured to reduce click-distance and boost usability?
- How can search providers ensure relevant results are retrieved for users?
- What partnerships can be formed to help reduce the pain in the mobile search process?
- Michael Buttrey, Director Wireless Data Information Products, Sprint
- Mike McSherry, Co-Founder and SVP Emerging Technologies, Amp'd Mobile
- Matt Champagne, Director Mobile Product Management, Microsoft and MMA Executive Committee Member
- Stephen Oman, Programme Director, ChangingWorlds
End of Special Focus Day
17.00
