Informa Telecoms & Media Shop - MAPOS USA '07
 

MAPOS USA '07

Shaping the Future: from Enterprise to Mass-Market Multimedia

26-27 June 2007, St. Regis Hotel, San Francisco, USA

Main Agenda

Day One, Tuesday 26th June 2007

From Smartphone to Mass-Market; The Drivers and Direction of Mobile OS

Registration & Refreshments

8.30

Networking Session

8.50

Speed Networking: A chance to get to know your peers before the start of the conference in a relaxed and informal atmosphere.

Chair's Welcome Address

9.00

The Mobile Carrier's Requirements

Effectively Fulfilling the Operator's Requirements of the Mobile Application Platform & OS

9.10
Operator
  • Comparing the difference software can make to consumer and enterprise offers
  • Examining the operator's platform requirements for device - comparing the ideal software scenario with achievable realities
  • How the operator's OS & platform requirements will evolve as services and applications take centre stage - how can software best meet the needs of the enterprise customer? What emerging technologies are most significant?
  • Best practice examples from today's marketplace
  • Addressing the question of openness - to what levels should an Open OS be truly open to third parties? How should security be balanced with openness? Assessing the advantages and threats.
  • Edward Schmit, Director, Enterprise Development Program, Cingular, USA

The Carrier-Developer Relationship: Enhancing the Availability and Integration of Great Applications in the US Mobile Marketplace

9.40
Operator
  • Case study: examining a current service success story and its developer ecosystem
  • How mobile operators can foster a great development community - and the advantages this can bring
  • Examining the role of the operator in application and services development
  • Assessing the drivers to operator-led and operator sponsored applications development
  • How the development landscape will evolve to 2010 - what are the requirements that need to be met?
  • Analysis of the changing market for third party applications
  • Jared Peterson, Director, Application Developer Program, Sprint Nextel, USA

The Direction of Open OS in the US Market

The Microsoft Mobile Roadmap: Leveraging Platform Success in both Enterprise and Consumer Markets

10.10
Microsoft
  • How consumers are using the Microsoft Mobile device; the functionalities that will come to be expected on the smart device in 2007-08
  • How far synchronization with the PC needs to be offered
  • Discussion of the proliferation of Windows 6 for mobile - examining the place for Windows on consumer, mass-market devices
  • How the Microsoft brand will grow in the consumer market
  • Addressing corporate and consumer segmentation through software
  • A Senior Representative, Microsoft, USA

Refreshments and Exhibition Visit

10.40

The Symbian Roadmap: How Open OS Devices can be Effectively Developed for the Mass-Market Consumer Environment

11.10
Symbian
  • Case study: Symbian open OS implementations in the 2007-2008 marketplace
  • The impact of open OS on key stakeholders in the device value chain: benefits and challenges
  • Can open OS trickle down to the lower tiers, where proprietary OS with application platform has currently dominated?
  • Comparing the benefits and ecosystem of OS on silicon with separate applications and baseband chips. Case example: the Symbian-Freescale partnership
  • Building the software ecosystem to add value to the platform and enabled services
  • Java's place in a flexible open OS
  • Jerry Panagrossi, VP of US Operations, Symbian, USA

Linux OS... the Dominant Player by 2010?

Key Lessons from the Mobile Linux Market

11.40
LINUX
  • The benefits and issues for telecom carriers and handset makers
  • The practical role of open source for mobile device
  • Roadblocks and what can be done about them?
  • A forward look into possible futures
  • Benoit Schillings, CTO, Trolltech, Norway

What a Standard Linux Platform Can Bring to the Mobile Industry, and How it can be Achieved

12.10
  • Opportunities for differentiation and innovation
  • Assessing the impact of Linux on today's development cycles and ROI
  • A look at industry efforts to standardize
  • Motorola's experience in integrating Linux
  • What's needed to drive development forward and support the growing ecosystem
  • Christy Wyatt, Vice President, Ecosystem & Market Development, Mobile Devices, Motorola, USA

Fireside Chat with OS Speakers

12.40

An opportunity to address your questions to the morning's OS speakers in a relaxed setting

Networking Lunch and Exhibition Visit

13.10

A Critical Assessment of Linux's Maturity in Mobile and Impact on the Mobile Value Chain

14.30
  • An overview of the mobile handset industry and the market place for Linux
  • The value proposition for linux and the questions it creates for mobile
    • for device vendors
    • for operators
    • for application and software developers
  • Picking through the commercial Linux distributions
  • The roadmaps of the standardization bodies (LiMo, LiPS, Linux Foundation MLI) - what's achievable, when and by whom
  • The role of Linux as an alternative to conventional RTOS, middleware, and UI; today's integrations, benefits and development challenges
  • Understanding Linux as an applications environment
  • Malik Saadi, Principal Analyst, Informa Telecoms & Media, UK

Focus: Platform Security Interactive Panel Discussion

Addressing the Question of Application Access for a Secure, Stable Mobile Platform

14.55
OEM
  • How can we strike a balance between the needs of ISVs and platform security?
  • How far should platforms be open to third party developers? Can applications like VoIP clients be effectively sandboxed?
  • Could third party interfaces provide justifiable benefit?
  • How can we most effectively control what trusted and un-trusted applications can access?
  • Can the problem of interference between applications be addressed at the OS development stage?
  • Panellists to include:
  • Hossam Bahlool, Product Manager, Application Development Platform, Research in Motion, Canada
  • Jerry Panagrossi, VP of US Operations, Symbian, USA
  • Venkat Eswara, Senior Manager, Global Solutions, Motorola Services, Networks and Enterprise, Motorola, USA
  • Panel Chair:
  • Tim Raby, MD, OMTP, UK
  • Benoit Schillings, CTO, Trolltech, Norway

Refreshments and Exhibition Visit

15.40

Optimum Platforms for Large Volume Devices

Making Platform Choices for the Feature Phone: Developing a Predominant OS Partnership v's Managing Multiple Operating Systems

16.10
OEM
  • Critical questions in the decision to choose the platform
  • The ideal ecosystem around a mobile platform, contrasting vertical and horizontal markets
  • Comparing proprietary and Open OS solutions - best practice, benefits and challenges
  • Examining why low-end devices have predominantly closed OS; a performance/BOM issue or based on the usability of Proprietary vs Open OS?
  • Case study: Fulfilling operator requirements at the feature phone tier
  • Maintaining software quality and time to market with a community of suppliers… when is the most efficient solution to pull more development in-house?
  • Sten Minor, GM, Sony Ericsson Mobile Communications, Sweden

As Value Shifts from the OS to Applications and Services… Will, and Should, OS become a Standardized Commodity?

16.40
OEM
  • When all developers require is a standard API and run-time environment, where is the advantage in differentiating at the OS level?
  • With the value shift to web applications (see Day Two's focus on the Web Experience), will OS inevitably become a commodity as users find what they need on the web?
  • How can we balance the benefits of OS standardization with differentiation in the current marketplace?
  • Will there be a industry initiative to standardize the commodity parts of the platform… where will we see the drive for this?
  • Do we need a common industry initiative where we can put the commodity part of the software as a standard?
  • Panellists to include:
  • Kiran Prasad, Principal Engineer, Software Development, Palm
  • Sten Minor, GM, Sony Ericsson Mobile Communications, Sweden
  • Christy Wyatt, Vice President, Ecosystem & Market Development, Mobile Devices, Motorola, USA
  • Chair:
  • Jagdish Rebello, Director And Principal Analyst, iSuppli Corp., USA

Closing Remarks by the Chair of Day One

17.30

Networking Drinks Reception

17.45

All participants of MAPOS USA are invited to an exclusive drinks reception at the close of Day One. This informal gathering will give you the chance to discuss the day's issues with speakers and delegates in a relaxed setting.

Day Two, Wednesday 27 June 2007

Driving User Experience and Web Interaction: The Ideal Platforms and Application Ecosystems

Registration & Refreshments

8.30

Networking Session

8.50

Speed Networking: A chance to get to know your peers before the start of the conference in a relaxed and informal atmosphere.

Chair's Welcome Address

9.00
  • Chair: John Jackson, Vice President, Consulting & Senior Analyst, M: Metrics, USA

Opening Keynote Perspectives

Making the Right Platform Investments to Increase Service Satisfaction: Key Decisions in Usability & Platform Integration

9.10
Operator
  • Case study: examining the Alltel Celltop platform and service
  • Balancing time to market with optimum usability - how the trade off decision can be made
  • Examining latest advancements in usability and how these are changing the mobile landscape
  • Critical assessment of the role the platform and its usability can play in increasing ARPU
  • Scott Moody, Director, Consumer Multimedia Services, Alltel, USA

The Internet Experience on a Personal Device: Key Strategies for a Rich, Multimedia Platform and Compelling Content Ecosystem

9.40
OEM
  • Achieving the richest multimedia experience with available technologies:
    • Technical advancements to make multimedia accessible and customizable
    • The importance of personalization and the strategies to achieve this; flickr, blogging, video upload.
    • Using the web browser to enable web 2.0 services
  • Partnership experience in the content space; models for streamlining content accessibility and purchase
  • Beyond the platform; how innovation from the developer community can best be supported
  • Robert K Sears, Chief Architect, Multimedia Experiences, Nokia, USA

Defining the Optimum Application Platform

Presentation by Windows Live Mobile, USA

10.10
 

Looking to the Future of Mobile Java: How We Can Foster Further Interoperability across Java Implementations

10.40
JAVA
  • Analysis of the installed base of Java on enabled phones
  • Understanding how best Java can be integrated as an environment for cross-platform applications
  • What the open sourcing of Java will mean to the applications environment and ecosystem
  • Minimising the differences: Examining and addressing the fragmentation of Java across implementations
  • Re-examining the standardization of Java
  • The future of the "write once, execute anywhere" ideal
  • Larry Rau, Chief Technical Architect, Client Software Group Sun Microsystems, USA

Refreshments and Exhibition Visit Interactive Panel Discussion

11.10

Desperately Seeking Standards?: Creating the Ideal Development Environment for Great Mobile Applications

11.40
JAVA
  • Addressing the struggle to write for different APIs - how big a problem is out there?
  • The issues the mobile developer faces in today's environment; BREW, .NET, S60, Blackberry experiences
  • Case study: Examining the total cost of API variation in terms of development time and coding resources
  • What are the developer's requirements of an effective API ecosystem?
  • Panellists to include:
  • Larry Rau, Chief Technical Architect, Client Software Group Sun Microsystems, USA
  • Quentin Miller, Software Architect, Windows Live Mobile, USA
  • Martin Kropat, Product Manager, QUALCOMM Internet Services, & Member of BREW Developer Relations team, QUALCOMM, USA
  • Mark Bole, CEO, ShoZu, USA

Networking Lunch and Exhibition Visit

12.30

The Internet Browser as the Centre of the Mobile Experience

Using the Mobile Browser as the Horizontal Application Framework and Runtime Environment

14.00
Operator
  • The browser as a cross-application framework for mobile: Investigating the capabilities of browser functionality; the potential to be realized and the problems to address
  • Using widely known web technologies in the mobile space to open up mobile application development to a wider base of developers, lowering the entry barriers
  • Running applications over the internet: Balancing the amount of code running on the browser with the memory limitations of a portable device
  • Meeting the challenges of browser integration
  • Guillermo Caudevilla Laliena, R&D Engineer, Vodafone Group Research & Development, Spain

Interactive Panel Discussion

How Can We Most Effectively Use the Browser to Achieve Web 2.0 - Like Experiences and Services on Mobile?

14.30
Operator
  • What advantages and opportunities for differentiation can be created through applications using the browser as the only client?
  • How great a potential does a browser-based application environment have in the mobile world?
  • What problems are still to be overcome for the browser in the mobile arena? Where will the solutions to these challenges be found?
  • Will the browser ever become the predominant application environment? What does this mean for Java, BREW and alternatives?
  • Examining the evolving role of Ajax in light of Apple's platform choices
  • Will the problems of browser interoperability create further fragmentation in the software ecosystem? How can this be avoided?
  • How can the user interface challenges and opportunities of the mobile browser be most cost effectively realised?
  • Panel chair:
  • Matt Womer, W3C, Mobile Web Initiative Lead - North America
  • Panellists to include:
  • James Pearce, VP of Technology, dotMobi, Ireland
  • David Pollington, Senior Manager - Terminals Research, Vodafone Group R&D, UK
  • Robert K. Sears, Chief Architect, Multimedia Experiences, Nokia, USA
  • Scott Hedrick, Executive Vice President, B2B Marketing, Opera, Norway

Refreshments and Exhibition Visit

15.15

Rising to the Mixed On- and Off-Line User Experience to Achieve Greatest Service "Stickiness"

15.45
  • The web-enabled mobile as a truly personal device as opposed to the "un-personal" computer - how does this affect the usage? How can the personal nature of the device be used to deliver a more compelling web experience?
  • How the nature of the User Interface has changed: Active Home Screen, Core Application UI, Mobile Internet, and On Device Portals - best practice examples
  • Creating a unified experience: web or local applications. Should the experience be different from the user perspective?
  • Understanding the limitations in delivering a smooth on-line and off-line experience: what is really needed from the OS and hardware? How this can best be achieved to maximise usage and exceed user expectation
  • Mikael Tellhed, Technical Director & Co-Founder, TAT, Sweden
  • Hampus Jakobsson, Vice President Marketing & Co-Founder, TAT, Sweden

Web-Based Applications - Widgets

Widgets: Mobile's Door to a PC-Like Experience and Development Ecosystem… or simply Marketing Spin?

16.15
Interactive Panel Discussion & Demonstrations
  • Defining what a mobile widget really is
  • Web applications and native applications compared
  • Advantages of widgets to the development ecosystem: What do I need to know to make a widget?
  • Case study: the development of the demonstrated widget
  • How widgets can be used to dynamically update the capability of the mobile device - complimentary or a threat to OTA?
  • Understanding and addressing the challenges of the widget environment
  • The future for widgets

This panel and Widget Q & A will start with demonstrations of innovative mobile widgets and web applications Panelists and widget demonstrators to include:

  • Jason Ling, Head of Mobile Products and Technologies, MySpace.com, USA
  • Kaj HeGe Häggman, Co-Founder, Head of Business Development & Marketing, Nokia WidSets, Finland
  • Krishna Vedati, CEO, Plusmo, USA
  • Panel Chair:
  • Scott Weiss, Principal, Usable Products Company, USA

Closing Remarks by the Chair of Day Two

17.15