Off Deck Mobile Content & Search '07

An Opportunity to Meet your Peers and Set a Relaxed and Informal Atmosphere Strategies for the Success of Off Deck Content

 

• Tremendous progression in off-deck services in the past year, what is the strategy for the next two years?
• Has the ‘walled garden’ sufficiently collapsed? How can the carriers further enable the success of off deck?
• What has the impact of off-deck services been on carriers and content owners
• Outlining the most successful off-deck case studies in the US?

• Will carriers make it simpler for content owners to go off-deck?
• Balancing carriers’ streaming service and third party streaming services and protecting carriers’ revenue
• How are carriers balancing the promotion and revenue opportunity of both on-deck and off-deck content?
• What do carriers expect from content owners and aggregators for a successful relationship?
• Which technologies will enable off-deck streaming?
  • Broadcast
  • 3G

• Detailing the agreements finalised with carriers to provide off-deck services?
• How much control are carriers enabling content owners in offering offdeck services?
• Understanding which content types fly with consumers and expanding the content offering
• What are the current frustrations and what can be done to overcome them?

• Outlining the pros and cons of both on-deck and off-deck models?
• Should the customer be left to the operator or the content owner?
• What specific benefits does the off-deck model bring?
• When would be the optimum time for media and entertainment brands to embrace the off-deck model fully?

• Does the customer associate content with the carrier or the content provider?
• What operational implications do off-deck services have on carriers and how can it be minimised?
• Should carriers be outsourcing certain services? If so, which?
• Who will provide the customer services for off-deck services and understanding how to allocate the resources

• How can carriers create a homogenous cross-carrier environment for consumers?
• Allowing content providers to manage their pricing, billing, product delivery, customer support and management
• How can carriers should their payment services and adjust the charges for providers accordingly
• Customer experience; Focussing on value proposition, proper conduct of the industry and content quality

• Outlining the value of off-deck services to each player in the value chain
• Understanding who should play which role to develop successful offdeck launch strategies
• Does revenue share complicate matters? If so, how can it be simplified?
• Case study: Examining the most successful products and the impact of a collaborative approach

• Ensuring existing legislations and guidelines do not inhibit reaching the customer directly
• How can content owners work around operator and MMA guidelines?
• Communicating with the operators to develop more agreeable terms
• How far will off-deck content go once barriers have dropped?

• Understanding the fine balance between offering adult content and promoting adult content
• Is the US market ready for adult content on mobile?
• Protecting your brand by ensuring your ‘adult content’ offering reaches only those who want it
• Exploring ‘soft’ promotional techniques to reach your target market

Protecting Minors by Complying with Legalities of Age Verification Offering adult content on mobile is only the easy the part, ensuring the content doesn’t fall into the hands of minors is the challenge. Join our lively panel discussion to find out what legal restrictions are in place and how age verification techniques can be employed to prevent access.

• Outlining the full mobile proposition
• Lessons from the early days: how was adult content promoted in a nascent market?
• Successfully working with carriers to drive the uptake of adult content
• What was the response from operators and consumers?
• Advice: How can the US market apply best practice from a mature market?

 

• What were the targets set before launch of off-deck services?
• Has consumer uptake reflected predicted figures?
• Marketing initiatives to drive growth of off-deck services
• What are the visions for future?

• Developing consumer focussed off-deck propositions
• Investing more effectively to market mobile content to different consumer segments
• Educating consumers to ensure they know can discover and access your offering
• Case study of a successful marketing campaign to promote ‘off-deck’ content

• Selecting and implementing an effective off portal platform and strategy?
• Cutting through the increasing digital "noise" as channels fragment?
• How can technology reverse the model of distribution and ensure
• increased content consumption, repeat orders and delivery of marketing messages?
• How do mobile publishers aggregate their communications and
• content delivery activities under one umbrella?
• Aggregators or in house capabilities - the big decision?

• What was the predicted ROI before launch and when is that ROI
• expected to be recovered?
• How have off-deck services impacted revenues and margin gains?
• What are the strategies to further drive the uptake?
• Lessons learnt for the future

• Identifying the synergies between the US and the European market in order to transfer best practice
• How is off-deck content marketed in Europe to ensure consumers can easily discover it?
• What is the most user friendly billing system?
• Which best practices can the US market adopt to increase its success?

• What is the impact of a lack of homogeneity in the US market for billing?
• How can a homogenous environment be achieved?
• Which billing approaches are showing promise in the US market?
• What are the challenges which need to be resolved for a successful billing system?

• Does PSMS have a role to play in the US? Would consumers prefer PSMS or direct to bill?
• Subscription vs. A la carte: Encouraging the uptake of subscription services for a steady revenue stream
• Decreasing the settlement and turn around time of collecting revenue from carriers and aggregators

• What are the specific content protection challenges when offering offdeck services?
• Successfully tracking content which is coming from multiple sources
• Who is responsible for ensuring the rights owner is protected and receiving the correct revenues?
• Promoting super-distribution as an alternative revenue generating business model

Now it’s your turn to get involved! In groups, you will have to identify three issues related to user experience and how you think the industry can best tackle them. After the discussion you’ll be asked to outline your findings to the rest of the audience.

• Identifying the value of off-deck content for advertisers, content owners and carriers
• Presenting facts and figures to advertisers to entice them to embrace the medium
• Getting the ball rolling: Who needs to act first?
• How will consumers react to advertising? Ensuring it is relevant and interesting for consumers and not interruptive

• How will consumers react to ad-funded content?
• Ensuring consumers aren’t frustrated by ad-funded content
• How much exposure will advertisers want? Balancing the advertisers and consumers interest?
• How close are we to developing a successful ad-funded model?

• What was the aim of the ad campaign?
  • Raise awareness
  • Increase sales
• Selecting relevant content to associate with and understanding exactly who the target audience is
• Ensuring the ad will resonate with the target market
• Results: what was the consumer response and how was the success rate measured?