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Day One, Tuesday 6 June 2006
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| 08.30 | Registration and Welcome Coffee
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| 09.00 | Welcome and Opening Remarks from the Chair
Mobile Content State of Play – the good, the bad and the ugly |
| | Gary Hayes, Director, Laboratory for Advanced Media Production
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| 09.10 | Mobile content industry landscape
What consumers want – results from the Australian mobile phone lifestyle index |
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| ENTERTAINMENT UNTETHERED |
International Keynote
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| 09.20 | Engaging customers through mobile entertainment
- Content trends on a regional and international scale
- Delivering low cost, high value content
- Cross media opportunities on the mobile platform
- Who owns the customer as industry transforms?
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| | Ira Rubeinstein, Executive Vice President, Sony Pictures Digital Entertainment
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| 09.50 | TV to Go - Effective programming for the mobile
- forget the rules case study
- Tailoring quality and quantity for TV over mobile to meet viewer demands
- The commercial landscape for mobile productions
- Augmenting existing broadcast brands to gain cross platform engagement
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| | Jim Shomos, Creator and Executive Producer, Forget The Rules
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| 10.20 | Morning Tea
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Panel Discussion
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| 11.00 | Carrier Panel session – Fulfilling the promise of 3G
- Delivering on the content and application potential of 3G
- The crumbling of the walled garden
- The growing acceptance of mobile advertising
- The promise of local search
- The proliferation of mobile digital entertainment
- The direct to consumer market
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| | Mark Mulder, General Manager of Content and portals, Optus Scott Taylor, General Manager of Content and Services, 3 Australia
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| CREATING MOBILE COMMUNITIES |
Case Study
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| 11.40 | Communities – find the way into the truly viral market
- Public/private broadcasting – sharing our thoughts, videos and photos with strangers
- Tribal communication – sharing with out friends
- Tapping into niche markets through user-created communities
- Viral referrals – the strongest marketing tool there is
- Case Studies: Kink Kommunity and Tribz
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Panel Discussion
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| 12.10 | Exploring the benefits of mobile communities
- Key factors when looking to cultivate a mobile community
- The role of loyalty programs, peer ratings and reviews, referrals, game leader boards, tournaments, buddy lists as community builders
- Partnerships in delivering a community experience
- Using communities for marketing and merchandising efforts
- Demand generated user-to-user interactions
- Capturing the ‘friends and family’ network effect
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| | Paul Gruebar, Product Marketing Manager Premier and Youth, 3 Australia
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| 13.00 | Networking Lunch
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| USER EXPERIENCE – DELIVERING ON THE PROMISE |
Panel Discussion
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| 14.00 | Creating a compelling – customer focused experience
- The perfect mobile content experience for the customer
- Rising to the challenge of device management and optimisation
- Key technology enablers
- Successful assimilation into existing billing mechanisms
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| | Cyrus Allen, General Manager, Telstra Product Management, Telstra Corporation Steve Watson, General Manager Group Portals and Entertainment, Legion Interactive
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Case Study
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| 14.40 | Mobile Media: Mobile as a new opportunity
- Increasing customer acquisition & stickiness
- Off & on-portal mobile internet
- MMS news with premium offers
- Readers blogs, games and voting
- Case studies from: Eurosport, Endemol, Emap, Ocasiao, La Gazetta dello Sporte/Edistar
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| | Peter Egberts, Business Development Director, South Pacific Region, Netsize
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| 15.10 | Speed Networking
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| 15.50 | Afternoon Tea
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| 16.20 | Creating mobile content differentiation and brand experience through a consistent user interface
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| | Dr. Yan Zhuang, Director Business Development, QUALCOMM Internet Services
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| 16.50 | Roundtable discussions
Roundtable one: Mobile Communities
Facilitated by Jennifer Wilson, Head of Mobile, HWW
Roundtable two: User Experience
Facilitated by Oliver Weidlich, Usability Specialist, Ideal Interfaces
Roundtable three: Mobile Media
Facilitated by Peter Egberts, Business Development Director, South Pacific Region, Netsize |
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| 17.20 | Closing remarks from the Chair
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| 17.30 | Close of Day one and networking drinks
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Day Two, Wednesday 7 June 2006
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| 08.30 | Arrival and Welcome Coffee
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| 09.00 | Welcome and Opening Remarks from the Chair
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| MAKING MOBILE CONTENT PAY |
International Keynote
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| 09.10 | Harnessing content to stand out from the competition
- Leveraging content and rich media to market services that fit specific lifestyles
- Building on the brand and creating stickiness
- Getting the content mix right
- Does a good brand experience = a good user experience?
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| | Meagan Henderson, Head of Univeral Music Mobile Australia, UNIVERSAL MUSIC MOBILE INTERNATIONAL
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| 09.40 | Telstra – Meeting the challenges of converging mobile and
broadband content services
- Broadband/Mobile Convergence
- Cellular/Broadcast Convergence
- Optimising customer ARPU and reducing churn
- What will convergence offer the customer?
- Seamless service access through multi-channel delivery
- One-click customer experience
- Messaging, application and content transparency
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| 10.10 | Voice of the Consumer Forum
- A panel of ‘real’ customers discuss their experiences
- What role does the mobile play in their lives
- What do they like and what frustrates them
- What do they want their mobiles to do in the future
Moderator: |
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| 10.50 | Morning Tea
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| MOBILE MARKETING, BRANDING AND COMMERCE |
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| 11.20 | Premium SMS – Global overview and future trends
- Market trends per country
- Evolutions towards wap and event based billing
- Case study MSN Micropayment project
- Using PSMS, IVR and Credit card for digital conten
- Payment platform
- Key learnings
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Case Study
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| 11.50 | How mega-brands use mobile to market to a worldwide
fan base – Manchester United case study
- Deepening customer relationships
- Delivering high quality brand experience
- Targeting with personalised services and content
- Importance of attitudes and motivation of your customer
- Using mobile as a virtual storefront
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Panel Session
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| 12.20 | Compelling consumers to seek and download mobile content?
- Who is downloading and what are they downloading?
- Segmentation strategies
- Converting the first time user to a mobile content regular
- Global content versus local content
- Carrier distribution versus off-portal distribution
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| | Mal Jago, Managing Director, Coastalwatch.com Jason Barnes, Business Development Director, News & Content, Fairfax Digital
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| 13.00 | Networking Lunch
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| MOBILE VIDEO AND TV |
Case Study
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| 14.00 | Switched On: Making Mobile TV work
- What TV works on mobile?
- Creating a loyal customer following for mobile TV
- Lessons learned about consumer demand for mobile TV
- Content packages to drive user uptake
- Creating demand for interactive TV on the mobile
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Case study
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| 14.30 | Made-For-Mobile: Innovation in Mobile Films
- What is the user demand for mobile films?
- Revenue drivers for user-generated content
- Managing a portfolio of passive and interactive mobile films
- DRM and licensing issues
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| Panel Discussion |
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| 15.00 | Developing the mobile broadcast market
- The potential of different mobile video and TV content
- What kind of programming do mobile viewers want?
- The relationship between television content providers, channel owners and mobile operators
- Legal and technical issues
- Producing original mobile video and TV cost effectively
- Which content promises the greatest return on investment?
- The benefits of various pricing models
- Which delivery method works best?
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| | Sam Hall, GM, Interactive, Endemol Southern Star Brad Keeling, Founder and Marketing Director, Slice Wireless Ben Kinealy, Product Marketing Manager, TV & Entertainment, 3 Australia
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| 15.50 | Afternoon Tea
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| MOBILE GAMING |
Case Study
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| 16.15 | Game on! Enhancing the mobile gaming experience
- Success stories of multiplayer and 3D gaming
- How to generate revenue with effective business models
- Billing issues – challenges and opportunities
- Operators’ strategies to support games developers
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| | Jonathan Pugh, Project Manager / Systems Architect, Viva La Mobile
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| MOBILE MUSIC |
Panel Discussion
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| 16.40 | Mobile music – getting into the groove
- Creating and maintaining a successful mobile music brand
- Valuating consumer responses to commercial offerings
- Packaging and pricing models
- DRM – paid for, pass along and other distribution models
- What does the future hold for mobile music
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| | Michael Tame, Operations and Marketing Manager, The Music Network
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| 17.15 | Content retrospective – what works, what doesn’t?
- Music, TV, gaming, interactivity, peer to peer, user generated, mobile dating, comics, online communities
- When is creating content for a niche market a profitable proposition
- Off Deck and MVNO options
- Will there ever be a killer application?
- Payment options
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| | Moderator: Dan Rosen, CEO & Founder, Nomad NetworX
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| 17.55 | Remarks from the Chair and end of Conference
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