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Day One - Tuesday September 26
Re-Evaluating the Strategies for Developing Effective Business Plans in the Changing MVNO Value Chain
Registration and coffee
8.15
Speed networking
9.00
Your opportunity to get to know your peers before the start of
the conference and set a relaxed and informal atmosphere
Chairperson’s opening remarks
9.20
- Tammy Parker, Principal Analyst – North America, Informa Telecoms & Media
Assessing the Success of a Wholesale Strategy in Maximizing the
Opportunities Created by MVNOs for Carriers
09.30
Keynote Presentation
CARRIER
- Examining the evolution in Sprint’s criteria for partnering with potential new
MVNOs as a result of the growing MVNO trend:
- ensuring differentiation of the MVNO’s offer in a more competitive market
- determining the optimum number of MVNOs to host
- Examining how Sprint’s wholesale team manages the MVNO business:
- what is the role of the team and its place within the carrier’s strategy?
- has the team’s relationship with its partner MVNOs enabled successful launches?
- How has the carrier’s wholesale strategy contributed to the its position in the mobile market?
- How is the MVNO market likely to evolve, and what steps will Sprint take to adapt its strategy to new developments?
Speaker(s):
- Thad Langford, Vice President, Strategic Partners, Sprint Nextel
Q&A with David Bottoms, Vice President, Strategic Partners, Sprint Nextel
10.00
Examining How the MVNO Value Chain is Evolving to Succeed in a More Mature Market
Evaluating the Successful MVNOs to Date and Reviewing the New Business Models that are Emerging
10.15
MARKET OVERVIEW
- What have been the success stories and disappointments of the first wave of MVNOs in the North American market?
- What type of MVNOs have demonstrated growth and margin potential, and what are their key success factors?
- What are the entry barriers to the MVNO business model?
- What are the alternative business models to extract more value from wireless:
- branded device portals, branded content portals, off-deck content services, co-branding, data–only MVNOs, private label MVNOs
- Evaluating the new business opportunities created by the emergence of the MVNO Aggregator (MVNA) concept: will it enable the launch of micro-segment MVNOs?
Speaker(s):
- Hamilton Sekino, Telecommunications Industry Partner, Diamond Cluster
Refreshments and Exhibition Visit sponsored by
10.45
Assessing the Mobile Market Following the Launch of Major MVNOs and Examining the Growth Opportunities for Future MVNOs
11.20
PANEL SESSION
- Examining the current status of the MVNO market in North America: who are the key players and what has been their impact on the mobile market?
- Which MVNOs are most likely to succeed in the MVNO market and what makes them attractive opportunities as mobile brands?
- What are the next steps for the market to evolve:
- will business models change?
- which brands will enter the market?
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Speaker(s):
- Matt Johnson, Founder and CEO, Visage Mobile
- Hamilton Sekino, Telecommunications Industry Partner, Diamond Cluster
- John Dilley, AVP, MVNO Sales,Comverse
- Mark H. Thompson, Associate Director - Wholesale Business Solutions, Verizon Wireless
- Samvit Raina, VP global delivery, Patni Computer Systems
Understanding the Economics of the MVNO Value Chain and
Evaluating the Financial Viability of Launching an MVNO
12.10
MVNE/MVNO
- Evaluating the costs of launching an MVNO depending on the chosen business model:
- Which business model allows for the most flexibility?
- In which business model is it easier to reach profitability?
- How to minimize operating costs by outsourcing some activities to MNO partner or MVNE?
- How can MVNOs minimize the cost of acquisition?
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- What are the key elements to ensure a new mobile offering’s profitability for the different players in the value chain (new MVNO, host carrier, MVNE, content provider)
- How can MVNOs ensure their funding is adequate
- How can entrepreneurs find investing partners without too much dilution?
- Facing increasing competition: is consolidation the only future for MVNOs and alternative service providers to be profitable in the mobile market?
Speaker(s):
- Frédéric Lavoie, Vice President, Business Development, Modelcom, Canada
Determining Which Market Segments Offer Potential Growth Opportunities for New MVNOs
What is the Business Case for Launching an MVNO Targeting the Enterprise Market and What are the Optimum Strategies to Create a Profitable Offer?
2.10
- Determining the mobile needs of the enterprise market to evaluate the potential of an MVNO: how well are existing carriers fulfilling the requirements of the enterprise market?
- What types of enterprises would benefit from an MVNO:
- large companies operating their dedicated MVNO?
- smaller businesses using a flexible MVNO offering tailored services for enterprises?
- What is the optimum business model for launching an enterprise MVNO?
- What types of value-added services should an enterprise MVNO offer: data, e-mail, roaming, other?
Speaker(s):
- Andrew Cole, President, CSMG Adventis
Exploiting the Revenue Potential of the Hispanic Market in the US Following Increased Competition from Targeted MVNOs
2.40
MVNO
- Examining whether the Hispanic market is still underserved following the launch of several targeted MVNOs
- What are the opportunities to differentiate a new MVNO within an already targeted segment?
- Determining which sub-market to target: all Latin American, communities from specific countries, immigrants?
- Determining the types of voice and data services to include in a mobile offer for the Hispanic market
- Developing marketing campaigns in the Spanish language to maximize the impact of the launch
Speaker(s):
- Alejandro Bosque, CEO, Dexa Wireless
Refreshments and Exhibition Visit sponsored by
3.10
Tweens and Mobile: Imagine the Opportunities
3.45
MVNO
- Examining the ‘Tween’ Lifestage
- What is a Tween?
- Psychographic development and its impact on the mobile technology landscape
- Tweens’ influence on household spending
- The role of mobile technology in the context of a tween’s life:
- family, friends, school, culture
- Ways that mobile technology supports and extends exploration during this lifestage
- R-E-S-P-E-C-T
- The importance of respecting kids and parents
- Understanding the lifestage and its impact on mobile usage
- How mobile tech can facilitate discussions about independence and responsibility within the family
- Creating a cell phone service for kids that that parents can trust
- Get in the game: The rules of the playing field (respect, fun, exploration, safety)
Speaker(s):
- Daniel Neal, CEO & Founder, Kajeet
Identifying Which Market Segments are Currently Underserved and Offer the Optimum Opportunities for MVNOs
4.15
PANEL SESSION
- What are the opportunities in targeting specific age groups: youth market, senior or ‘silver’ market?
- Can the ethnic-based MVNO model be extended to new population segments and how to make it work?
- Which other market segments are potential profitable targets for new mobile brands: sports and leisure fans, magazine readers, travellers, others?
Panellist(s):
- Daniel Neal, CEO and Founder, Kajeet
- Max Smetannikov, VP business development and analysis, Global Advertising Strategies
- Fedor Smith, Director of Strategy, Atlantic-ACM
- Mark E. Sloan, Vice President Professional Services Group, Convergys Corporation
End of Day One
5.00
We are pleased to invite conference attendees to an informal networking dinner at the Manhattan Penthouse.
Day Two - Wednesday September 27
Ensuring Differentiation by Developing Unique Content and Value Added Services, and Optimizing the MVNO’s Operational Model for Effective Delivery
Registration and coffee
8.45
Chairman’s opening remarks
9.15
Guy Zibi, Director, Pyramid Research
Delivering Compelling Content Services to Attract
your Core Market and Encourage Spending
Examining the Opportunities Created by MVNOs for Content
Owners to Maximize their Mobile Revenues
9.30
MVNO
- Understanding the technical and commercial requirements to adapt content to the mobile market
- Examining the place of the content owner in the MVNO value chain:
- managing its relationship with the host carrier
- developing a new partnership with the MVNO
- ensuring the content delivered to both parties is differentiated to avoid cannibalization
- What are the opportunities for content owners to maximize their mobile position within the MVNO value chain:
- is there an opportunity for all content owners to start their own MVNO?
- what are the benefits of developing branded content portals in association with a carrier?
- is off-deck content the best model for content owners to reach mobile customers?
Speaker(s):
- Thomas Desarnaud, VP Marketing, Universal Mobile, France
Determining the Optimum Value Added Services for the MVNO’s Target Customers, and Overcoming the Challenges
of Supporting Them
10.00
MVNE
- Examining the range of value-added services that can be offered to MVNO users
and their revenue potential: e-mail, content, instant messaging, PTT, roaming
- What are the technical requirements of offering a variety of content services:
downloads, ringtones, video, MMS?
- Reviewing the technology required to provide data services on CDMA and GSM
- Understanding the cost and timescale implications of offering a range of data services: how will it impact the MVNO’s time-to-market and ROI?
- MVNO case study: providing data platforms for data-rich MVNO offerings
Speaker(s):
- Frank C. Bennett, President, MVNO Services, InPhonic
Refreshments and Exhibition Visit sponsored by
10.30
What are the Key Services an MVNO Should Concentrate on to
Differentiate its Offering?
11.00
PANEL SESSION
- Is there a scope for innovative services based on voice?
- Is it necessary for MVNOs to own their content to maximize their differentiation?
- Are there specific types of content that the major carriers don’t offer, which could be provided by MVNOs?
- What types of services are likely to generate most profits from MVNOs in
the future?
Speaker(s):
- Adrian Van Haaften, CMO, Callwave
- DP Venkatesh, founder & CEO, MPortal
- Leo Chan, Director of Wireless Solutions, Powernet Global
- Navin Mehta, Vice President Applications Services, Networks and Enterprise, Motorola, Inc.
Examining the Opportunities Created by Convergence
in the Development of the MVNO Market
12.00
MVNO
- Examining Key Business Priorities and Operational Requirements for a Cable Operator to Enter the Mobile Market
- Extending brand identity and existing bundles to encourage customers to take up mobile services
- What challenges did Vidéotron,face when entering the MVNO market?
- What new business requirements did they identify and prioritize?
- What was the impact of launching the mobile service on their existing BSS/OSS systems?
Speaker(s):
- André Gascon, Vice President, IT, Vidéotron, Canada
- Camilla Dahlen, President, Highdeal Inc., USA
Determining Optimum Models and Partnerships to Manage the Back Office Operations of the MVNO
Managing the Implementation and Launch of a New MVNO Offering
1.50
MVNO
- Examining the key challenges in developing the MVNO’s business plan which facilitates the negotiation with the host carrier
- Developing a roadmap to the implementation of the MVNO:
- creating a detailed plan towards the launch of the MVNO
- developing the infrastructure and back office model
- establishing partnerships with MVNEs and back office solution providers to set up the MVNO’s business
- Choosing which content to offer and developing attractive services
- Launching the MVNO: determining the optimum time to launch the MVNO and how to market it to maximize uptake
- Examining how Embarq has worked so far and the lessons learnt from its experience
Speaker(s):
- Michael L. Miller, Wireless IT Implementation, Embarq
- Michael Michie, Solution Partner, BusinessEdge Solutions
Structuring a Flexible MVNO Business to Maximize its Profitability in the Long Term
2.20
MVNO
- What are the key operational requirements of building an MVNO’s structure that fits its business objectives?
- Determining which aspects of the business to outsource and insource, and when an MVNO should use an MVNE
- Planning the timeframe for implementing the MVNO’s business and launching the offering: how long does it take?
- Ensuring the MVNO’s operational model is flexible: how much should an MVNO’s operational structure change over time?
- Examining how the MVNO market has evolved in the last 2 years and drawing lessons from previous launches
Speaker(s):
- Matt Johnson, Founder and CEO, Visage Mobile
Managing a Low-Cost Operational Model to Launch a Discount MVNO
2.50
MVNO
- Examining the key aspects of a discount MVNO model, and the opportunities for launching one in the US
- Determining how the MVNO can cut costs in its operations compared to the host carrier:
- operating with a smaller workforce
- developing a ‘no frills’ approach
- Is prepaid the optimum model for MVNOs to implement a low-cost operation: is the cost of service deployment significantly lower than for postpaid services?
- What is the role of the MVNE in lowering the operational costs of the MVNO?
Speaker(s):
- Thomas Winter Aabo, Founder and President, Telcome
Refreshments and Exhibition Visit sponsored by
3.20
Choosing the Optimum Billing Solution to Maximize the MVNO’s Revenues and Ensure Customer Satisfaction
3.50
- Examining the benefits and challenges of developing billing solutions for the various price plans:
- is prepaid the most cost-effective choice for MVNOs’ billing solutions?
- is it economic to implement a postpaid billing solution for your MVNO target market?
- what are the pros and cons of hybrid models?
- What are the technology requirements to develop billing solutions, and who to partner with to implement them?
- Enabling revenue assurance strategies to ensure the MVNO’s profitability
Speaker(s):
- Jim Hunt, General Manager, Voyager Postpaid Billing, BCGI
What Are the Key Technical Challenges an MVNO Faces When
Building its Back Office Model, and How to Overcome Them?
4.20
PANEL SESSION
- Evaluating what aspects of its operations an MVNO should outsource
- Determining who to partner with to manage the MVNO’s back office and service provision
- How to be prepared for unexpected operational challenges?
- What are the optimum methods to test the MVNO’s operations are ready to launch?
Panellist(s):
- Joe Gensheimer, COO, Movida Celular (to be confirmed)
- John Green, Wireless Industry Partner, BusinessEdge Solutions
- David Grigg, Solutions Manager, Qualution
- David Sult, Vice President, Global Telecom ICN, Fair Isaac Corporation
End of Day Two
5.00
Join other attendees and discuss the issues of the day at an informal drinks reception.
Day Three - Thursday September 28
Going to Market and Ensuring the Long Term Profitability of the MVNO: Distribution, Marketing,
Customer Care
Registration and coffee
8.45
Chairperson’s opening remarks
9.15
Ozgur Aytar, Senior Analyst, Pyramid Research
Optimizing Distribution Strategies to Ensure Maximum
Reach of the MVNO’s Offer
Securing Deals with Retailers Which Optimize the Retail Distribution
Opportunity
9.20
MVNO
- Determining whether retail is the optimum choice to reach the MVNO’s customers in a cost-effective way
- Should the MVNO’s distribution channel be different from the carrier’s?
- Determining whether to partner with a single retailer or to establish multiple retail partnerships
- Identifying the right retail outlets to partner with according to the shopping habits of the MVNO’s customer base
- Negotiating partnership deals with retail outlets which make optimum use of the in-store marketing opportunities
- What lessons have been learned in the development of the distribution strategy: pre-launch and post launch?
Speaker(s):
- Peter Furnish, Director of Channel Marketing, Virgin Mobile Canada
Examining the Opportunities of Developing Distribution Strategies
Without Partnerships With Major Retailers
9.50
MVNE
- What are the benefits and challenges of launching an MVNO without using the
mainstream retail channel for its distribution?
- Examining how to optimize the distribution through independent agents:
- ensuring wide coverage in the areas and outlets that are right for the MVNO’s market segment
- negotiating commissions that are cost-effective for the MVNO and the agents
- Evaluating the opportunity of internet distribution: which groups of customers is it most suitable for?
- What types of MVNOs are most likely to succeed with a non-retail distribution model?
Speaker(s):
- Scott Merkle, SVP & GM, Versent Mobile
How to Avoid Ruining a Good MVNO Business Model With a Weak
Distribution Strategy
10.20
PANEL SESSION
- Understanding why distribution is a key component of the MVNO’s business model
- Examining the various distribution models and how to use them to optimize the MVNO’s reach
- Determining which distribution model is most suited to the MVNO’s target market
- Looking at innovative distribution strategies which have been successful in other markets: internet-only distribution, street resellers
Panelist(s):
- Whitey Bluestein, Strategic Advisory Services, Bluestein & Associates
- Peter Furnish, Director of Channel Marketing, Virgin Mobile, Canada
- Alex Paskoff, Senior Vice President, Marketing & Business Development, Brightpoint
Refreshments and Exhibition Visit sponsored by
11.00
Developing Effective Marketing Strategies to Maximize the
Uptake and Profitability of the MVNO
Developing an Innovative Marketing Strategy to Manage the Launch
and Long-Term Success of an MVNO
11.30
MVNO
- Developing a recognizable brand which attracts the target market
- Determining whether to have a big launch or take a progressive approach
- Examining the benefits and challenges of various marketing strategies to raise brand awareness:
- advertising the MVNO’s offer: finding the right language and selecting the right USPs
- identifying which media are most likely to reach the target market
- Developing a PR strategy to gain maximum exposure
- Ensuring the launch strategy can develop into a longer-term marketing model
Speaker(s):
- Steve Stanford, CEO, Voce
Evaluating the Challenges of Creating Customer Loyalty in Mobile and
Developing Strategies which are Targeted to the MVNO’s Segment
12.00
- Examining what makes mobile customers churn and to what extent MVNOs
experience better customer loyalty than carriers
- How important is the MVNO’s brand in creating customer loyalty and how to
make it work?
- Assessing the impact of the different incentives and loyalty strategies to create
customer loyalty:
- extra minutes or discounts to calls made at certain times or to certain numbers
- differentiated services to encourage loyalty
- tying loyalty schemes to the brand’s other products
- Improving customer services to implement the retention strategy and create a
strong relationship with the customers
Speaker(s):
- Bill Barhydt, Chief Executive Officer, Sennari
Using Price as a Differentiator: Developing Innovative Pricing Plans
and Marketing the MVNO’s Offer to Attract and Retain Customers
1.45
MVNO
- Examining the role of price in reaching new customers and retaining them
- Developing a range of price plans to provide choice while maintaining a level of
simplicity: using elements of postpay to make prepay attractive
- Marketing strategies to target the right people and clearly communicate the
MVNO’s offer
- How has Liberty Wireless’ offer worked so far in terms of customer reach, ARPU
and retention?
- Examining the next steps for Teleplus: what are the benefits of launching a new
MVNO brand?
Speaker(s):
- Marius Silvasan, CEO, Teleplus (Liberty Wireless)
How Can MVNOs Optimize their Customer Acquisition and Retention
Strategies to Generate Revenues in a Competitive Market?
Participants will break out into small groups to discuss the strategies for MVNOs to
acquire new customers and create a loyal user base. The following aspects of a
successful customer acquisition and retention strategy will be discussed:
2.15
Group Discussion
- How should MVNOs use pricing models to attract new customers, and how does price competition affect carriers’ and MVNOs’ revenues?
- How should the MVNO differentiate its offer to maximize customer acquisition and retention?
- What are the optimum strategies to deliver a customer experience which creates maximum satisfaction?
- What are the other key factors to ensure customer loyalty: marketing, branding, services?
Refreshments and Exhibition Visit sponsored by
2.50
Exploiting the Handset as a Key Differentiator in the
MVNO’s Offering
Developing a Handset Strategy Which Attracts the MVNO’s Target
Market and Increases Service Uptake
3.10
- What are the challenges faced by MVNOs from a handset perspective?
- How to think through the handset component in conjunction with the network and services components for an integrated strategy
- Managing a handset strategy for MVNOs which do not have the leverage of high volume purchases
- What types of features should the handsets offer to suit the target market?
- What are the opportunities to use the handset to communicate with the enduser and encourage uptake of content services?
- Examining case studies of MVNOs who have an integrated handset strategy
Speaker(s):
- DP Venkatesh, CEO, Mportal
Examining How Handset Customization and Application Level
Personalization Can Encourage Service Usage and Revenues
3.40
- Using handset customization to optimize the MVNO’s branding and increase differentiation of the MVNO
- Enabling customized applications which are a key element of the MVNO’s
unique offering – and relevant to their branding
- Examining how application level customization can drive users to the MVNO and
enable viral growth
- Examining how handset personalization can be a more cost-effective use of the
handset than offering an expensive range of devices
- Using the handset to communicate with customers and increase loyalty
- Examining how existing MVNOs are using handset customization as a key
differentiator for their offer
Speaker(s):
- Nick Desai, Chief Creative Officer, Juice Wireless
Chairman’s closing remarks and discussion
4.10
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