Mobile Search & Off Portal Content '07

Increasing revenues by directing consumers to mobile content and entertainment

24-25 April 2007, Crowne Plaza London, St James

Sales Hotline
+44 (0)20 7017 5506

Main Agenda

View:
Day One
Day Two

Day 1 24 April 2007

Considering the Current Mobile Search Business Models

Search and content discovery within the Off-Portal FT Mobile News Reader

09:15

Keynote

Analysing the impact of personalisation, search and content discovery on increasing content consumption.
Mobile advertising, cross marketing and promotions.
Who will profit from an increase in usage of the new service?
Is there a solid case for investment?

Stephen Pinches, Head of Mobile, FT
Mark Bembridge, MD, Leiki UK

Analysing the future market for mobile search

09:40

Keynote

What are the expectations for search? Will consumers ever ‘browse' on the mobile web?
Is the growing wave of excitement surrounding mobile search justified?
Who will profit from an increase in usage of the new service?
Is there a solid case for investment or is it just a gimmick?

Mark Chan, Senior Product Marketing Manager - Mobile Search, Sprint Nextel

How to bring users the results they need fast and efficiently?

10:05

Keynote

The consumer feedback from the mobile search since the launch
Differentiating search for mobile: Which services are even better suited to mobile than Internet?
What is the future for mobile search sponsored links and local search?

Myles Runham, General Manager UK and Europe, Ask.com

Transferring the Internet search model to mobile

10:30

Keynote

How does the popularity of mobile search advertising compare to that of the Internet at a similar stage?
Pay-per-click versus pay-per-call: what are the pros and cons?
Exploiting the mobile's inherent characteristics: Is there a future for voice-recognition search?
Should the displayed search results be WAP sites or would this create a false mobile Internet?

Michael Bayle, Senior Director, Global Monetization, Connected Life, Yahoo! Mobile

Networking break

10:55

The Principles of Usability for Mobile Search

11:25

On-device, On-portal or off-portal: Should it matter to a user where content is located when searching?
What lessons from the fixed line world apply to the mobile context?
What extensible technologies in the market today can improve the user experience with search on a mobile device?
How do we make mobile search more personalized and localized to the user?

Michael Wehrs, VP and Chief Technical Evangelist, AOL Wireless

Branded search versus white-label solutions

11:50

Panel Discussion

What are the pros and cons of white-label solutions to the operator?
To what extent would branded search appeal to the consumer and influence their decision-making?
Do branded solutions draw too many disappointing comparisons with the Internet?
Should operators be wary of their brand facing dilution in the face of globally recognised search-engine brands?

Darcie de Freitas, Product Manager, Windows Live Search for Mobile, Microsoft
Tony Philipp, CEO, UpSNAP Inc
Michael Bayle, Senior Director, Global Monetization, Connected Life, Yahoo!
Myles Runham, General Manager UK & Europe, Ask.com
Christian Goswami, Product Management Strategist, Openwave
Michael Wehrs, VP and Chief Technical Evangelist, AOL Wireless

Exploiting Mobile's Mobility with Local Search

Refining mobile search for mobile consumers: A location-based service

12:30

Case Study

How popular has location-based mobile search been with consumers?
What are the difficulties in implementing the service?
What are the possible business models and which is likely to prevail?
When will the service be adopted by the mass-market? What needs to change before this can happen?

Maximilian von Schierstädt, Director Content Products, Find New Experiences - Multimedia, Nokia

Lunch

12:55

Monetizing mobile search through the advertising model

Successfully marketing mobile search advertising as a medium

14:10

What is the attraction of mobile search for companies? How enthusiastic are they to embrace the new medium?
How do advertising charges rate compared with Internet search advertising? To what extent is this expected to increase in the coming 24 months?
Are click-to-call rates favoured? How successful is this as a charging mechanism?
What effect would localised mobile search have on the industry?

Nick Hynes, CEO, The IMW Group (The Search Works & The Technology Works)

Using analytics to prove to advertisers the value of mobile search

14:35

Current analytics into mobile search: Is investment in the area a sound one?
Using analytics to interest the advertising world which would increase consumer usage thereby creating a virtuous circle
How can usage be analysed and advertising success measured? Why are advertisers demanding results with mobile more than traditional media?
No longer a short-term gimmick - will search maintain its position as a revenues enabler in the long-term?

Dan Olschwang, CEO, JumpTap

The winners and losers in sponsored mobile search

15:00

Which brands express an interest in advertising through mobile search? Who initiates this interest?
Are these brands in the industries most searched for by mobile consumers and therefore most likely to benefit through sponsorship?
Which industries will be fuelling the mobile sponsored search market in the future?
Is a pay-per-call business model likely to prevail or will pay-per-click remain?

Darcie de Freitas, Product Manager, Windows Live Search for Mobile, Microsoft

What is the effective commercial model for generating Advertising and Search revenues?

15:25

What are the key enablers required by the advertising industry?
What are the barriers to a successful mobile search, discovery, and advertising implementation and how can they be avoided?
What are the most promising key technologies for the mobile advertising industry?

Michael Libes, Chief Architect, Medio Systems

Networking break

15:50

Search as the vehicle for transporting traffic to the world of advertising

16:20

Panel Discussion

Will mobile advertising live up to the hype and genuinely drive profitability of mobile data?
How should mobile search be handled to ensure it becomes a necessary factor in consumers' lives?
Will consumers welcome mobile advertising or view it as an invasion of privacy?
What are the changes required to encourage consumers to use search thereby rendering them perfectly placed as targets for advertising?

Dan Olschwang, CEO, JumpTap
Nick Hynes, CEO, The IMW Group (The Search Works & The Technology Works)
Mark Chan, Senior Product Marketing Manager - Mobile Search, Sprint Nextel
Andy Walker, CEO, m-spatial

Personalization

Personalized Mobile Content Discovery

16:50

Usability challenges of wireless internet
How personalization enhances the content discovery process for mobile users
Ensuring relevence with intelligent content recommendations

Stephen Oman, Programme Director, ChangingWorlds Ltd

Recommendation Engines

Recommendation engines simplifying search for consumers and extending mobile's role as a communications device

17:15

Panel Discussion
moderated by Peggy Anne Salz

How can recommendation engines simplify the user's search experience?
Do recommendation engines restrict the user experience? Is generalising an exact science?
Building successful communities through the use of recommendation engines: Another form of communication for consumers
The potential role user-generated content and social networking will play in the increase in data use and ARPU

Atakan Cetinsoy, VP of Business Products, MyStrands
Simon Hossell, Director of Europe, Gracenote
Daren Gill, VP of Business Development, ChoiceStream
Dr. Petrus Pennanen, CEO, Leiki

Champagne Reception sponsored by Medio Systems

17:55

View:
Day One
Day Two

Day 2 25 April 2007

How Does Off-Portal Affect the Mobile Telecoms Industry?

How will the increase in off-portal content affect the mobile telecoms industry?

09:15

Operator Keynote

How closely will the on-portal pattern continue to follow that of the ISP-dominated 1990s?
For how long will operators maintain total-control?
What are the barriers currently blocking open access?
Should operators fear or welcome an open system?

Juhani Kivikangas, VP, Head of Business Management, Content - Business Area Mobility, TeliaSonera

Who are the movers and shakers in the off-portal industry?

09:40

Keynote

What are the restraints preventing more consumers accessing off-portal content?
How are content owners creating differentiation to create a unique mobile offering?
Which off-portal models have been the most successful to date?
What is the part played by mobile search, sponsored links and complementary marketing?

Julia Dimambro, Managing Director, Cherrysauce

Bringing down the walled-garden: Freedom for all or a threat to the status quo?

10:05

Panel Discussion

Will mobile search be the ultimate application to drive data consumption and raise ARPU?
Will operators begin recouping their investments in 3G if consumers choose to travel off-portal?
Will consumers become more loyal to their favourite brands on mobile than their chosen operator?
Should operators merely exist as a data-pipe to facilitate mobile services? What are the arguments for and against this?

Juhani Kivikangas, VP, Head of Business Management, Content - Business Area Mobility, TeliaSonera
Steve Page, CEO, Mobile Commerce
Anthony Sheehan, Director of European Business Development, QUALCOMM Internet Services (QIS)
Ray De Silva, Strategic Business Development Manager, Mobile Internet & Content Services, Vodafone

Networking break and refreshments

10:45

Taking the plunge: Who moves off-portal?

The operator's role now and in the future

11:15

Operator

Are brands happy to be on the operator portal? How many would go off-portal if the costs were lowered?
For whom is the revenue-share model most compelling? Is the model sustainable?
If you can't beat them, join them! How should operators and content owners be collaborating to provide the consumer with the optimal user experience?
Content residing off-portal with billing on-portal: Is this the future of the mobile web?

Ray De Silva, Strategic Business Development Manager, Mobile Internet & Content Services, Vodafone

Questions and Answers with the BBC

11:45

Matthew Postgate, Executive Producer - Mobile, BBC

The benefits of remaining on-portal for reaching new consumers with alternative content

12:05

Case Study

Which are the most popular of Aardman's productions on mobile? How do these compare with the most popular TV/Cinema productions?
Success on portal: Download figures, demographics, new material production, countries and languages
Does Aardman have the interaction required with their audience to successfully move away from the operators' portals?
Has Aardman considered funding their product with advertising to offer content free to the consumer?

Andre Burgess, Managing Director, Crucible Media

Lunch

12:35

How to get there? Mobile content discovery

A new channel for advertisers and a new role for the mobile phone?

A Pepsi Case Study: Using the smallest of screens for customer relationship building

13:50

Case Study

What are the motivations for advertising off-portal through mobile?
Do brands see mobile content as a means to deliver short-term promotional content or creating a long-term channel of communications with their consumers?
Which brands hold an interest in off-portal? What are the reasons for and against?
Will brands increasingly advertise through mobile to cut through the clutter? Which brands are suited and which are not?

Graham Darracott, Strategic Partner, Graphico

Launching off-portal promotional sites as part of the marketing mix

14:15

Case Study

Which consumers does Sony hope to attract through off-portal promotional mobile web sites? To what extent have they succeeded in this?
Business models considered and the final decision: How complicated is the process and could it be improved?
How will the content available on promotional sites evolve and which new products could be added in the future?
Which promotions have had the greatest impact to date and have they succeeded in attracting audiences to cinemas?

Jason Wells, SVP Mobile Entertainment, Sony Pictures

Is advertising the ultimate means to funding mobile content?

14:40

Panel Discussion

Is brand advertising the key to taking off-portal to the next dimension?
Which format holds the most appeal to consumers and advertisers: Banners, pre- and post-feature ads or ads disguised as the content itself?
Who should profit from the advertising model: Should it be used to replace data charges or give further profits to operators and content creators?
Do consumers share the same excitement concerning mobile content advertising as players in the industry?

Graham Darracott, Strategic Partner, Graphico
Mike Nutley, New Media Specialist, Canon Europe
Jana Eisenstein, UK Managing Director, Screentonic
Mark Curtis, CEO, Flirtomatic

Networking break and refreshments

15:20

Mobile Web Security: Optimising the Off-Portal Experience for All

Securing minors from accessing inappropriate content

15:50

Operator Case Study

How important are the revenues from 18+ content currently and what are the projections for these in the future?
What is the choice of security applications on the market available to operators?
Is installing security applications the responsibility of the consumer, the operator or the handset manufacturer?
Are the security applications available infallible or have consumers called for an increase in protection for minors

Jonny Shipp, Head of Content Standards and Policy, O2

Chairman's closing remarks and end of conference

16:15