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Day One, Wednesday 13 June 2007
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| 08.30 | Registration and Welcome Coffee
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| 09.00 | Welcome from the Chair and opening address
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| THE MOBILE CONTENT MARKET-TRENDS, CHALLENGES, OPPORTUNITIES |
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| 09.10 | Mobility and content-entertainment everywhere
- Content, context and speed - Driving mass market mobile content adoption through the provision of a better user experience
- Internet or over the air - which distribution channels for content will prevail and what are the related business models?
- New distribution means new opportunities, but who will be in control?
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| 09.40 | Making content a compelling converged proposition
- When is convergence likely to make money for the operators and why?
- An incumbent perspective on what it takes for an operator to prepare for, launch and market converged offers successfully
- A simple segmentation view to scope and size the opportunities
- Possible future converged offers for the business and consumer markets and likely impact on mobile content
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| | Pawel Grochowicz, General Manager, Next Generation Consumer, Telecom New Zealand
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| 10.10 | Speed Networking
Bring 100+ business cards |
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| 10.50 | Morning Tea
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| 11.10 | Carrier Fireside Chat:
After the Garden - Moving towards an off-deck content approach
- Power to the people - what are the benefits of enabling the subscriber to build their own deck?
- What lessons can be learnt from global off-deck deployment and data charging models?
- As users migrate off-deck, how can carriers best monetise their data-traffic? What areas should the carrier control in the off-deck transaction?
- Are current off-deck business practices and models unstable? What needs to be changed?
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| MOBILE TV AND VIDEO SERVICES |
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| 11.50 | Case study presentation:
Effective programming for the mobile
- Tailoring quality and quantity for TV over mobile to meet viewer demands
- Programming for transitory viewing habits
- Packaging existing TV content to give mobile TV vitality
- Augmenting existing broadcast brands to gain cross platform engagement
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| 12.15 | Presentation:
Identifying opportunities in the Mobile TV market
- The threats and opportunities for TV producers?
- How business models will change and where will the power lie?
- How can producers and broadcasters plan for a mobile TV future?
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| | Jon Penn, Senior Vice President, Asia Pacific, FremantleMedia Licensing Worldwide
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| 12.40 | Networking Lunch
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| 13.45 | Case Study:
Key issues facing content providers in the delivery of services over Mobile TV
- How is mobile usage influencing TV programming and customer experience?
- How is technology impacting content production and delivery?
- Assessing the tolerance of consumers to advertising
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| 14.10 | Case study:
3 Mobile Ashes Series-Case study - Integrating mobile content and marketing successfully
- Defining a compelling mobile content proposition
- Developing an integrated sales and marketing approach to drive awareness and uptake
- Customer usage patterns-if we build it, will they come?
- Key learnings
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| 14.35 | Presentation:
Video Content - An overview of what’s working and what’s selling
- What types of content are working in US (Comedy, drama, adult, news, etc)
- What is the best way to deliver this content and who is doing it?
- Examples of UGC and mobile content hits and why this is so
- Short Showcase of US Vs. OZ content
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| | Frank Chindamo, President and Chief Creative Officer, Fun Little Movies
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| 15.00 | Presentation:
Mobile video - Stepping stone to “mainstream media” or major destination for creative content? What is mainstream media today?
- Case study of made-for-mobile productions that have led to major TV deals
- Funding original mobile video content - international trends Vs Australian reality
- Opportunities mobile video provides original content makers
- The challenge for Australian mobile operators
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| | Jim Shomos, Creator and Executive Producer, Forget The Rules
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| 15.35 | Afternoon Tea
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| 16.05 | Special Event:
One hour Mobi-Fest video showcase – Proudly sponsored by the Portable Film Festival
Judging Panel:
Jack Ford, Managing Director, Sony Pictures Television International
Jim Shomos, Executive Producer, Forget The Rules
Andrew Apostola, Creative Director, Portable Film Festival
Frank Chindamo, President and Chief Creative Officer, Fun Little Movies |
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| MOBILE ADVERTISING |
Session sponsor: Communicator Interactive
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| 16.45 | Case study:
Oh no! Not ads on my phone as well! Making sense of mobile advertising
- Overview of mobile advertising model
- What is effective mobile advertising?
- How does the mobile marketing campaign empower consumers?
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| 17.10 | Case study:
Customised advertising for mobile phone television - The NRK experience
- The world’s first test of customised advertising for mobile phone television in Norway
- An innovative, high-involvement marketing tool for advertisers
- New mobile TV advertising business models and advertising formats
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| | Gunnar Garfors, Director of Development, Division of Development and New Media, NRK
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| 17.35 | Case Study:
Mobile-bringing advertising to the consumer?
- Advertisements that are relevant to the person and media
- Combining of customer, contextual and network data
- Satisfying the needs of the brand while maintaining the customer relationship
- Delivering the best customer experience and minimum ad wastage
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| 18.00 | Panel Discussion:
Exploring the key business models for mobile advertising and TV
- Dealing with consumer price sensitivity - applying the broadcast advertising model to mobile
- How will advertising revenues be shared?
- Tracking the success of campaigns from click through to purchase
- Leveraging partnerships with mobile search companies to optimise traffic
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| | Gunnar Garfors, Director of Development, Division of Development and New Media, NRK
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| 18.30 | End of Day 1 - Session and Networking Cocktail Party
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Day Two, Thursday 14 June 2007
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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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| MOBILE SOCIAL MEDIA AND COMMUNITY BUILDING |
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| 09.10 | Keynote presentation:
Using mobile technology to build and connect communities
- Opportunities for UGC in mobile gaming
- What role will mobile media play in this burgeoning space?
- How content owners, carriers, handset manufacturers and brands can develop and leverage mobile gaming communities to their financial advantage?
- Arrival of multiplayer and connectivity technology coupled with fixed-mobile convergence
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| 09.40 | Keynote presentation:
Creating an avid mobileTV community - A geekTV case study
- Creating the ultimate made for mobile TV channel
- Getting the mix right - premium branded entertainment and user-generated content
- Targeting a niche demographic
- Competitions, geekipedia and shouts - Creating an avid community of geeks
- Creating and building user involvement in the channel
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| 10.10 | Panel Discussion:
Leveraging the marketing potential of interactive communities
- What makes a community successful?
- Viral and grassroots marketing in the community context
- Blogs and consumer reviews as a sale facilitator
- Using communities to build long term relationships
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| 10.50 | Morning Tea
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| 11.10 | Presentation:
Unlocking the power of mobile music communities
- Creating alliances and partnerships with leading social networking sites
- Promoting community around music content
- The future of content discovery and influence of recommendation technology
- Creating an off-portal model that fosters community growth and increased mobile music
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| | Gavin Parry, General Manager, Sales and Digital, Sony BMG
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| 11.35 | Presentation:
Mobile Social Communities- Understanding a new way of social networking
- Creating a new paradigm for personal networking
- Online and mobile vs mobile only approach
- Opportunities to monetise mobile social communities
- Profiling niche communities for targeted advertising
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| MOBILE SEARCH-EMPOWERINGTHE CONTENT CONSUMER |
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| 12.00 | Presentation:
How mobile search will improve revenue opportunities for advertisers and user’s experience online
- How to effectively maximise current advertising campaigns online with mobile search
- Discover how advertisers can tap into quality leads through mobile advertising
- What will be the different options and models available for mobile advertising
- Which verticals will mobile advertising be most appropriate
- How will mobile search really affect consumers online
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| | Craig Wax, Regional Managing Director, Search Marketing Australia, New Zealand, India and South East Asia, Yahoo!
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| 12.25 | Presentation:
Personalised Content Delivery in the Fragmented Interactive World - How to Manage it, Deliver it, Build Personal relationships and How to Keep them
- The Key factors in delivering Personalised Content
- The multiple delivery channels for mobile content
- The new world of Mobile broadcast and user-selected "push" content
- How to build lasting direct audience relationships and profit from them
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| | Dorian Spackman, Head of Business Development & Marketing, Content Business Unit, Acision
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| 12.50 | Networking Lunch
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| MARKETING STRATEGY AND USER EXPERIENCE |
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| 13.50 | Case study:
The challenges and benefits of providing a great mobile user experience
- What do digital customers really want and what defines a great mobile content experience?
- Designing digital media products and services with a user inmind
- What changes would bring about the most enhanced user experience?
- Who owns the relationship and what happens when it breaks down?
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| | Cyrus Allen, General Manager, Customer Experience, Telstra
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| 14.15 | Presentation:
Personalising portals to improve the speed and ease of content discovery
- The role of the operator in promoting loyalty, bandwidth and minute usage
- Leveraging personal information available to the operator
- Resolving problems for advertisers
- Exploring what operators can do to ensure the security and availability of data
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| 14.40 | Roundtable Sessions
- Mobile Search
- Mobile Advertising and TV
- Social Media, Communities and UGC
- Strategy and User Experience
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| | Craig Wax, Regional Managing Director, Search Marketing Australia, New Zealand, India and South East Asia, Yahoo!
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| 15.25 | Afternoon Tea
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| 15.55 | Live End User Forum:
Voice of Consumer Panel
Led by: Oliver Weidlich, Mobile Customer Experience Specialist, Ideal Interfaces |
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| 16.35 | Closed door panel:
2007 and beyond - looking forward, looking back
- Where mobile and mobile content will be in 2, 5 and 10 years
- What will be the role of the handset?
- The current state of the mobile content market. Looking back and forward on 2007
- Staying one step ahead of the mobileYouth population
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| 17.15 | Closing Remarks and Close of Conference
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