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Day One: Wednesday 28th May, 2008
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08.30 | Registration and welcome coffee
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08.50 | Opening remarks and welcome from the Chair
Tim Parsons, Co-Founder, Mobile Monday Sydney
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| THE MOBILE MULTIMEDIA OPPORTUNITY |
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09.00 | Keynote presentation: Fostering mobile content innovation through partnerships and alliances
- Bringing the open source world to mobile
- How can each player in the open ecosystem work together to
drive mass market adoption and improve the user experience?
- What technologies will have the most impact on
mobile content?
- Future directions and strategies for the successful monetisation
of mobile content
Nicholas E. Heller, Strategic Partnership Development,
Media & Publishing, Google
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09.40 | Keynote presentation: Requirements for delivering compelling mobile content
- Pros and cons of the various business models
- The various business elements (carriage, media packaging,
distribution, content provision) and who should do what?
- The importance of end-user pricing, capped prices and
advertising sponsorship
- Using the mobile platform to complement existing media platforms
Peter Mercier, Head of Mobile, BBC Worldwide
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10.20 | Keynote presentation: Mobile media business models – from Bits to Clicks
- How monetisation models are evolving from telco centric to
media centric
- Embracing the open internet and internet content brands
- Differentiation through simplicity, value and customer experience
Bill Burton, Director of Media, BigPond
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10.50 | Speed Networking and Morning Tea
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| MOBILE INTERNET- THE GATEWAY TO NEW MOBILE CONTENT |
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11.50 | Operator panel discussion: The rise of true mobile internet: threat or opportunity?
- Think WiMax. Think Skype. Think iPhone. Is there going to be a
shift away from existing telco-centric models?
- Will operators become ‘just dumb pipes’?
- Are handset manufacturers and MVNOs gaining the upper hand
over operators?
Christina Fevre, Head of Content, 3 mobile
Claire McFarland, Manager – Content and Portals, Optus
Michael Padden, General Manager, BigPond Mobile Network
Matthew Whittingham, Head of Entertainment, Vodafone Australia
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12.30 | News.com.au case Study: Understanding the mobile internet user and developing a sophisticated user experience
- The mobile internet user
- Ensuring ease of use and accessibility
- Creating stickiness and attracting a new audience
Paz Saavedra, Product Manager, News Digital Media
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13.00 | Lunch
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14.00 | Panel discussion: Effectively implementing a D2C strategy
- Effectively implementing a D2C strategy
- How can content owners and operators develop
collaborative strategies?
- What is the key to creating a compelling off-deck
consumer proposition?
- Audience segmentation and marketing of D2C services
- Billing challenges for off-deck transactions and
ensuring transparency
Chris Kettle, Co-Founder, My247.com.au
Chris Noone, Group Mobile Director, Ninemsn
Chris Watt, Acting Head of Mobile Services, Fairfax Digital
Jose Barea, Manager, Premium and Off Portal Services, Optus
Peter Mercier, Head of Mobile, BBC Worldwide
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| REGULATION, PROTECTION AND INNOVATION |
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14.45 | Using new technologies to enhance the 24/7 mobile news experience
Kylie O’Reilly, Managing Director-Commercial, AAP
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15.15 | Afternoon tea
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15.45 | Payment on-the-fly: the future of mobile commerce
Dinuke Ranasinghe, Director of Product and Innovation, PayPal
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16.15 | Panel discussion: Developing a coherent DRM strategy?
- Is protective technology keeping pace with the pace of mobile
internet downloads?
- Apportioning responsibility between content provider, consumer,
carrier and distributor
- Developing effective DRM distribution models
- Ensuring a high degree of interoperability between
DRM technologies
Anny Slater, Principal, Slaters Intellectual Property Lawyers
Gavin Parry, General Manager, Sales and Digital, Sony BMG
Paul Buchanan, General Manager, Soundbuzz Australia
Adrianne Pecotic, Executive Director, Australian Federation
Against Copyright Theft
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17.00 | End of Day One and Networking Drinks
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Day Two: Thursday 29th May, 2008
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08.30 | Arrival and welcome coffee
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08.50 | Opening remarks and welcome from the Chair
Claudia Sagripanti, Chairperson, AIMIA Mobile Content Industry Group
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| MOBILE TV: COMING TO A SCREEN NEAR YOU |
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09.00 | Coming to a small-screen near you soon!
- Content, content and content – key trends, needs & opportunities
- Bringing the lounge room experience to the small screen
- Making a Telco into a media player – technology behind the scenes
- Are We There Yet? The ongoing evolution of the Australian Mobile
TV ecosystem
Ben Kinealy, General Manager, TV and Video, BigPond
Scott Taylor, General Manager, Mobile Multimedia Rich Media
Services, Telstra
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09.30 | Panel discussion: Producing content that meets the requirements of the mobile TV platform
- Gauging what type of content appeals to the mobile TV viewer
- Considerations for filming for the small screen
- On demand mobile TV vs. live programming
- Encouraging users to view mobile TV through interactive services
Angelo Tilocca, Manager, Content Licensing, ABC Content Sales
Ben Liebmann, Vice President, Licensing, FremantleMedia
Ben Kinealy, General Manager, TV and Video, BigPond
Mark Bamber, Director of Digital, Viacom Brand Solutions
International
Mike Walsh, MD, Tommorrow
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10.15 | Morning Tea
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10.45 | License negotiation and brand promotion for content owners
- The rationale behind mobile entertainment licensing
- What are content owners looking for licensing partnerships?
- Distribution strategies to promote branded content
- New opportunities in personalised and targeted advertising
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Pradeep Mittur
Vice President – Interactive and Mobile, Asia Pacific
Paramount Digital Entertainment
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11.15 | Roundtable discussions
Roundtable 1: Mobile advertising led by Geoffrey Handley, New Business Director-Asia Pacific, The Hyperfactory
Roundtable 2: Content licensing led by Ben Liebman, VP, Licensing, Fremantle Media
Roundtable 3: Mobile social communities and UGC led by Clive Burcham, Executive Director, The Conscience Organisation
Roundtable 4: Mobile TV led by Jim Shomos, Executive Producer, Forget The Rules
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12.00 | Lunch
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| MOBILE SOCIAL MEDIA AND COMMUNITY BUILDING |
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13.00 | Transferring the success of online communities to the mobile interface
- How is mobile moving into the equivalent of the web 2.0 world?
- Can the mobile interface deliver a compelling user experience?
- Creating a viable mobile social application
- Aligning your community with the appropriate operator and
content hoster
Nick Love, Business Development Director, Fox Interactive Media
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13.25 | Catering to today's multimedialist mobile user
- How is a community created?
- Strategies for generating loyalty and reducing churn
- The marketing potential of social communities
- What do mobile communities offer advertisers?
- Creating and encouraging user involvement
Martin Hoffman, CEO, Loop Mobile
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13.50 | Convergence or divergence: what do consumers really want?
- Designing products and services with the user in mind
- Gauging what users want from how they navigate around portals
- Do we really want our mobiles to do be able to do everything?
- How technology can facilitate the perfect mobile
content experience
Michael Beresford, General Manager, User Contract Design, Consumer Products, Telstra
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| USER EXPERIENCE |
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14.15 | Vignette Digital Services Hub
- Effectively manage potentially enormous inventories of digital assets
- Target content to the right customer or groups of customers
- Sell content online, collect payment, pay suppliers, and so on
- Provide content in multiple formats for the many devices customers use
Bertrand de Coatpont, Senior Product Manager, Vignette
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14.40 | Afternoon tea
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15.10 | The iPhone
The iPhone: Love it or hate it, it's changed the expectation of what the mobile customer experience can be. In just over 10 months the iPhone has gone from Apple's first release phone to the most used mobile browser in its key market. Why is the iPhone different from a customer experience perspective? How will this impact mobile content consumption? Oliver will present the strengths and weaknesses of the iPhone, and invite a few people from the audience to provide their thoughts and opinions.
Facilitator: Oliver Weidlich, Usability Specialist, Ideal Interfaces
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| MOBILE ADVERTISING AND MARKETING |
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15.50 | Using mobile as part of your overall marketing strategy
- Using mobile as part of your overall media strategy
- Deconstructing the mobile ecosystem: what are the tools
and how you can use them
- Effectively integrating mobile into a brand’s
communication campaign
- Barriers to mass deployment – understanding the
technical obstacles
- Driving success through meaningful interaction with the
consumer – award winning case study
Geoffrey Handley, New Business Director – Asia Pacific,The Hyperfactory
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16.15 | Driving ad revenue through content discovery
- How search can distill behavioural profiles and ensure a more
targeted approach for advertisers
- Ensuring ads connect with the content being viewed
- Opportunities in viral marketing and advertainment
- Working with partners to deliver a compelling experience to users
Willie Pang, Head of Yahoo! Search Marketing, Yahoo! Search Marketing
Tommaso del Re, Head of Mobile, Yahoo!7
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16.40 | Location-based Services and Bluetooth Proximity Marketing
- How to reach the right person, in the right place at the right time
- Transforming retail environments and OOH media into an interactive communications channel
- Engage with consumers in a positive and memorable way to drive measurable sales and increase brand awareness.
- Why depth of engagement is more important than reach and frequency
Alleviating security and privacy concerns
Adam Dunne, Sales & Marketing Director, AURA Interactive Pty Ltd
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17.05 | Using the mobile medium as a complementary advertising channel
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Opportunities and pitfalls when adding mobile into the media mix
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Enhanced targeting opportunities and creative considerations
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Response mechanisms
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Keeping consumers engaged and building acceptance
Matt Houltham, Partner, ZenithOptimedia
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17.30 | Closing remarks from the Chair and the close of conference
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Mobile Advertising Day: 30th May, 2008
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08.30 | Registration and welcome coffee
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08.50 | Opening remarks and welcome from the Chair
John Galloway, MD, MediaMe
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| EXPLOITING THE POTENTIAL OF MOBILE ADVERTISING |
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09.00 | Keynote presentation: Mobile advertising- a question of when, not if
Demystifying the mobile advertising value chain
- Differentiating mobile advertising from online and
traditional media
- Mobile mechanics – overview of the different forms
of mobile advertising
- How will mobile advertising evolve?
Mark Bamber, Director of Digital, Viacom Brand
Solutions International
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09.30 | Unleashing the full power of the mobile advertising inventory
- Targeting ads to consumers where and when they are
actively engaged
- Understanding what constitutes scale for advertisers – working
with the media industry to value customer data
- Moving towards a shared and aggregated platform: the key to
getting media buy-in
- Protecting the user experience – ensuring ads have user consent
Amanda Brook, General Manager, Mobiles and Strategic Marketing, Sensis
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10.00 | Ad funded mobile content: over-hyped or the ultimate win-win model?
- How can brands use mobile creatively to enhance their product?
- Leveraging information about the subscriber base
- Consumer attitudes towards mobile advertising
- What advertisers expect from partners in the value chain
Rob Belgiovane, Executive Creative Director, BWM
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10.30 | Speed Networking and Morning Tea
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| MOBILE ADVERTISING BUSINESS MODELS AND FORMATS |
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11.10 | Advertising as part of an integrated offering based on the off portal model
- Mobile as a serve-all access point for the mobile Internet
- Opportunities for cross-medium ad campaigns
- Formats that work, from branded mobile minisites to
click-to-call and click-to-sample
- Maximising reach and usability
- Combining ad-funded content with opportunities
for personalisation
Chris Noone, Group Mobile Director, Ninemsn
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11.40 | Panel discussion: Beyond the hype- making mobile advertising into a viable revenue stream
- Understanding and reconciling the often conflicting concerns of
operators, advertisers and technology enablers
- How advertisers can deliver value to the subscriber and prevent
poor user experience
- Identifying critical barriers to growth
Chris Noone, Group Mobile Director, Ninemsn
Peter Birch, Head of Sales - Digital Media, Network Ten
Angus Beattie, Mobile Advertising Product Manager, 3 mobile
Geoffrey Handley, New Business Director- Asia Pacific, The
Hyperfactory
Chris Taylor, General Manager, Network Advertising, BigPond
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12.30 | Lunch
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| DELIVERING SUCCESSFUL MOBILE ADVERTISING CAMPAIGNS |
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13.30 | Case study: Generating brand impact through mobile: lessons from a successful mobile advertising campaign- Ford
- The limitations vs. the advantages of the mobile medium
- Factoring mobile into the campaign strategy and issues to
consider
- Tracking the progress of the campaign, from concept to
implementation
Tim Burton, Customer Loyalty Manager, Ford Motor Company
Angus Beattie, Mobile Advertising Product Manager, 3 mobile
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14.00 | Mobile creativity defined: Leveraging mobile to achieve campaign success
- Leveraging mobile strategies to achieve campaign success with the consumer
- Convincing marketers to do a mobile campaign
- Creating advertising opportunities that are unique to mobile
Ensuring a good consumer experience
Cameron Wall, Technical Director, G-nius Mobile Intelligence
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14.30 | Integrating brands with entertainment- when content really is king
- To what extent does branded content drive consumption of
mobile content?
- Achieving scale, measuring effectiveness and reach
- Are there creative limitations?
- How brands can use mobile to offer applications that add value
to the consumer
Dave Mallam, MD, Cogs Media
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15.00 | Factoring mobile into media buying and planning- considerations, concerns and opportunities
Kerry Field, Director, MindShare Interaction
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15.30 | Afternoon tea
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16.00 | Panel discussion: Using mobile to drive brand awareness
- Where does mobile fit in the marketing mix?
- Mobile advertising vs. traditional media – a comparison
- What is required to gain consumer acceptance?
- To what extent does mobile enable deeper relationships with
otherwise hard-to-reach audiences?
Horden Wiltshire, CEO, m.Net Corporation
Dave Mallam, MD, Cogs Media
Kerry Field, Director, MindShare Interaction
Sascha Hunt, Head of Digital & Direct BT Financial
Cameron Wall, Technical Director, G-nius
Moderator: Jim Shomos, Writer/Producer, Let's Talk Pty Ltd
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16.45 | Closing remarks from the Chair and close of conference
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