Speed Networking: A chance to get to know your peers before the start of the conference and set a relaxed and informal atmosphere
Day One Wednesday 6th September 2006
Registration & Morning Coffee
8.30
Introduction & Speed Networking session
9.00
Chairman's Welcome and Opening Remarks
9.15
- Nick Lane, Principal Analyst, Mobile Content & Applications, Informa Telecoms & Media
Business Case & Business Models
Building The Business Case And Comparing Different Business Models For Mobile Search And Discovery
9.25
- Defining the difference between mobile search and discovery
- Examining the revenue opportunities mobile search and discovery
creates for operators:
- advertising
- content commissions
- browsing revenues
- Leveraging mobile search and discovery to drive on and off portal content take-up
- Weighing up the pros and cons between white label search applications and partnering with branded search engines
- Determining how important customer ownership is and selecting a search and discovery business model accordingly
- Evaluating the cost of investment for implementing different types of search and discovery capabilities
- Forecasting the revenue potential of mobile search in terms of:
- increased usage
- Steve Page, CEO, Mobile Commerce
Developing Strategies To Drive Take Up And Usage Of Mobile Search
9.55
SEARCH ENGINE
- Analysing average usage of mobile search in terms of:
- customer penetration
- monthly usage
- duration of sessions
- Assessing the key criteria for optimising the user interface to encourage increased usage of search and content discovery
- Weighing up the advantages associated with prime positioning of search bars on portals with the disadvantages of enabling customers to access off portal content easily
- Evaluating the effectiveness of push links, recommendations and community driven initiatives for increasing usage
- Examining examples of effective marketing campaigns for increasing
mobile search usage:
- promotional links
- SMS / MMS campaigns
- TV
- Developing 3G handset strategies to drive penetration of devices with good user interfaces for mobile search
- David Thevenon, European Operations Programme Manager, Google
Overcoming The Technical Challenges Of Developing An Effective Search Application To Work Within A Restrictive Mobile Environment
10.25
OPERATOR
- Examining the key device constraints for mobile search and how
these impact the accuracy of search applications:
- size of keypad
- size of screen
- Analysing how the mobile Internet environment differs from the
fixed Internet environment and how this affects users behaviour
of mobile search:
- short bursts of usage
- location and time sensitive information
- time saving use
- time wasting use
- Overcoming device and environment constraints by developing innovative presentation of search and discovery content for mobile devices
- Comparing different technologies for delivering search results and assessing the suitability of each for mobile search
- Daniel Appelquist, Senior Technology Strategist, New Business and Innovation, Vodafone Group Services
Networking Break
10.55
Examining The Evolution Of Mobile Search From Its History In The Internet To Its Future In Mobile Networks
11.25
- History: Foundations in Internet Search, 2005 mobile search early trials and deployments
- Examining current and future business models surrounding mobile search
- Examining white label tools to discover carrier on-portal content
- Analysing the developing importance of personalization, analytics and recommendations
- Evaluating the future of advertising, key words, and paid inclusion for mobile search
- Brian Lent, CEO, Medio Systems
Examining The Strategies Of The Key Players In The Mobile Search Value Chain And Assessing Who The Likely Winners Will Be
11.55
PANEL DISCUSSION
- Examining the revenue opportunities for different players in the
mobile search value chain:
- mobile operators
- fixed Internet search engines
- mobile specific search engines
- white label search applications
- handset vendors
- Assessing to what extent fixed internet search engines have an advantage delivering mobile search over mobile operators
- Comparing the pros and cons of big brand search engines with mobile specific search engines
- Evaluating the value of customer information to different players in the mobile search value chain
- John Conlon, Head of Content, Virgin Mobile
- Martin Vendel, Head of Product Area Mobile, Marketing, Products & Services, TeliaSonera
- Alastair France, Solutions Architect, Openwave
Pay Per Click
Exploiting Pay Per Click Models To Generate Revenue From Off-Portal Traffic
12.25
- Examining case studies of carrier-branded mobile search deployments:
- customer penetration
- monthly usage
- popular search terms
- revenue generation
- Identifying key vertical markets where pay per click for mobile search is most valuable
- Assessing how to improve quality and relevance of off-portal, mobile web results
- Evaluating how best to blend on-portal and off-portal results to maximise revenue potential
- Developing an approach to evolve off-portal search traffic into pay per click business propositions
- Dan Olschwang, President & CEO, JumpTap
Lunch
12.55
Weighing Up The Revenue Potential Of Pay Per Click Models For Mobile Search
2.00
PANEL DISCUSSION
- Assessing the popularity of pay to click models in the fixed internet domain and predicting its level of success in the mobile environment
- Examining different pay per click revenue models for operators:
- increased traffic revenues
- purchase commissions
- connection commissions
- Identifying key mobile search verticals where pay per click is appropriate
- Developing pay per click business propositions to attract merchants for the service
- Forecasting the size of the pay to click revenue opportunity in mobile search
- Sean Walker, General Manager Mobile Search Europe, Yahoo Search Marketing
Comparing Different Models For Monetising Mobile Search
2.30
PANEL DISCUSSION
- Assessing the pros and cons of transfering fixed Internet search revenue models to the mobile environment
- Identifying new mobile search revenue generating techniques
- Examining non intrusive advertising models to drive search and discovery revenues
- Quantifying the revenue potential of different mobile search models
- Overcoming technology constraints for monetising search
- Dan Olschwang, President & CEO, JumpTap
- Brian Lent, Founder & CEO, Medio Systems
- Steve Page, CEO, Mobile Commerce
- Bredndan Benzing, Vice President of Mobile Search, Platforms and Ad Solutions, Infospace
Content Personalisation Techniques
Personalising Portals To Improve The Speed And Ease Of Content Discovery
3.00
- Examining key drivers for portal personalisation:
- improve ease of content discovery
- increase usage and duration of session
- increase content revenues
- exploit the unicast nature of mobile
- Overcoming menu navigation hurdles and reducing click distances to improve ease of use
- Comparing the costs and benefits of portal personalisation, themed content grouping and usage based grouping
- Quantifying the benefits of moving relevant content closer to the customer
- Analysing to what extent personalised, dynamic menus increase mobile internet usage and session duration
- Examining techniques to encourage users to opt in to implicit profiling to enable highly personalised portals
- John Doyle, Director Marketing and Product Management, ChangingWorlds
Networking break
3.30
Driving Content Discovery Using Advanced Personalisation Techniques
4.00
- Tracking users' behaviour during on-line sessions and building user profiles
- Comparing content based personalisation with collaborative filtering techniques
- Developing personalised dynamic interfaces to ensure relevant content is closest to the user
- Evaluating the reliability of intelligent mapping and personalisation
technology for targeted marketing and recommendation activities:
- what impact will poor performance have on customer behaviour and loyalty?
- Quantifying the impact personalisation will have on increasing data ARPU
- Atakan Cetinsoy, VP Business Products, Musicstrands
Building The Business Case For Personalised Recommendation To Enhance Content Discovery And Drive Content Revenues
4.30
- Examining research to suggest the effectiveness of recommendation as a content discovery technique
- Comparing the effectiveness of personalised and generic recommendation in driving content revenues
- Assessing the technical challenges recommendation engines must
overcome to work effectively in the mobile environment:
- device compatibility
- breaks in service availability
- bandwidth availability
- QoS
- billing issues
- Determining the optimum placement and timing of personalised recommendations to maximise their impact
- Evaluating the potential of personalized recommendation in driving
new revenue streams:
- building communities through recommendation
- Neil Flanagan, CEO, Alatto
PANEL
5.00
Moderated by Peggy Anne Salz
- John Doyle, Director Marketing and Product Management, ChangingWorlds
- Atakan Cetinsoy, VP Business Products, Musicstrands
- Neil Flanagan, Chief Executive Officer, Alatto
End of conference day one followed by Networking Drinks Reception sponsored by InfoSpace
5.15
Day Two Thursday 7th September 2006
Morning Coffee
8.30
Chairman's Welcome and Opening Remarks
9.00
- Steve Page, Chief Executive Officer, Mobile Commerce
Driving Search Usage & Revenues
A Carriers Guide to Making Mobile Search Decisions
9.10
- Brendan Benzing, Vice President of Mobile Search, Platforms and Ad Solutions, Infospace
Qix - Removing Barriers to Revenue Producing Features on Mobile Handsets
9.40
- Bill Templeton, Sales Director, Europe, Zi Corporation
Determining What Type Of Content Users Are Searching For And Using This Knowledge To Drive Your On-Portal Strategy
10.10
SEARCH ENGINE
- Identifying key segments who use mobile search and analysing the content different segments are searching for
- Categorising content into time wasting and time saving content and determining which categories are of most interest to different segments
- Analysing the key time saving and time wasting content that users search for
- Determining whether to build a one size fits all portal or introduce degrees of personalisation based on segment or individual content preferences
- John DeVitis, Product Unit Manager, Windows Live Mobile Search, MSN
Networking break
10.40
Building Mobile Communities Through Search And Discovery
11.10
- Examining the rise in user generated content creation in the fixed and mobile environments
- Identifying indicators to suggest the size of the market for user
generated based mobile communities:
- examples from Asia
- Delivering search, discovery and recommendation capabilities to user generated content to drive mobile communities
- Evaluating the revenue potential of pursuing this business strategy
- Michael P. Brady, Senior Director, Business Development, FAST Search and Transfer
Optimising The User Experience For Mobile Search And Discovery To Drive Usage
11.40
- Defining the key criteria for creating a good mobile search user
experience:
- ease of use
- performance/speed of web page loading
- “look and feel” of search results
- relevancy
- Harnessing the unique properties of the mobile environment to deliver innovative search applications
- Developing strategies to optimise the first time use of mobile search to encourage repeated usage
- Examining the effectiveness of innovative presentation of search information to drive usage
- Reducing the number of clicks to find relevant content
- Alastair France, Solutions Architect, Openwave
Weighing Up The Pros And Cons Between White Label Search Applications And Partnering With Branded Search Engines
12.10
PANEL DISCUSSION
- Comparing the business models for white label and branded search
- Examining the additional functionality that white label applications offer operators
- Examining the benefits of partnering with established branded search engines
- Assessing the potential threat of partnering with branded search engine providers
- Evaluating whether partnering with a branded search engine will increase or decrease on-portal browsing
- Assessing the impact a search engine partnership will have on browsing and advertising based revenues
- Assessing the importance of customer ownership based on your business model
- John DeVitis, Product Unit Manager, Windows Live Mobile Search, MSN
- Mike Brady, Senior Director, Mobile Solutions, FAST Search and Transfer
- Steve Page, CEO, Mobile Commerce
Lunch sponsored by:
12.50
Driving Mobile Search Revenues With Innovative Advertising Initiatives
2.15
PANEL DISCUSSION
- Evaluating what customers are willing to accept in terms of advertising
- Examining key advertising models being explored for mobile search:
- keyword advertising
- auctioning listings / res ults model
- sponsored links
- recommendations
- banner advertising
- Comparing different advertising models in terms of cost, effectiveness, ease of implementation and revenue potential
- Jean-Benoit Van Bunnen, Marketing Manager Service Discovery, Orange UK
Vertical Search
Examining What Search And Guides Can Do For Brands
2.45
- Determining how to increase brand visibility on mobile
- Examining mobile search and guide features which can exploit a brand
- Developing promotion and marketing options to engage consumers
- Lawrence Bergh, Product Development Manager, Red Bee Media
Exploiting Local search As A Key Search Application For The Mobile Environment
3.15
- Positioning local search as a key vertical mobile search application
- Examining the motivations for mobile operators to offer own-branded mobile local search services
- Comparing the pros and cons of web crawled and structured content
for mobile local search:
- Accurate identification of relevant businesses and amenities
- Delivery of single-click access to rich content such as descriptions, photographs and what's on
- Inclusion of user generated content
- Developing a dynamic interface to optimise relevancy of search
options and results based on:
- location
- time of day
- day of week
- Monetising mobile local search through highly contextual performance based advertising
- Andy Walker, CEO, m-spatial
Networking break
3.45
Exploiting Event Programming To Drive Discovery And Take Up Of Key Content
4.15
- Defining event programming and examining how successfully it is used by other media to drive take up of key content
- Determining suitable content to be themed
- Assessing how to add value to key content using event programming
- segmentation of on-portal content
- Developing strategies for creating event themed packages:
- assessing potential content and advertising partners
- Analysing investment, ROI and click analysis
- Stephen Dunford, CEO, Celltick
Embracing Off-Portal Browsing To Dramatically Increase Content Revenues
4.45
- Reducing operator fear of customers going off-portal
- Analysing the average percentage of on-portal and off-portal browsing to determine the extent that browsing revenues could be increased by easing access to off-portal content
- Examining different pricing models for charging for on-portal and offportal browsing which maximise revenues whilst not penalising users
- Gathering additional profiling data from off-portal browsing and using it to improve the relevancy and attractiveness of on-portal content
- Forecasting projected off-portal transport revenues over five years
- Off-net meets Web 2.0.
- Evaluating RSS search & delivery for off-net news & information services
- Weighing up content “SEARCH” for browsing services versus content “CHANNELING” for subscription based services
- Karel De Beule, Business Development, SIRIUS-MTI
Closing remarks from the Chair
5.15
End of conference
5.25
