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Mobile Web 2.0 '07
Ensuring ROI for interactive mobile internet services by creating improved mobile user experience and fostering interactive mobile web applications
17-19 September 2007, London, UK
Main Agenda
Registration & Refreshments
08:30
Speed Networking and Opening Remarks
08:45
Chair’s Introduction: Neil McCartney, Chairman, McCartney Media
08:50
OPENING KEYNOTE | Who is Mobile Web 2.0 - Network Independent Services and Controlling the Digital Footprint
09:00
- Which players will be involved in Mobile Web 2.0: examining content providers, broadcasters, web communities and mobile operators
- What is at stake: Why do diverse players want to become involved?
- Net neutrality in mobile: Is it possible?
- Assessing threats: legal, social, trust, copyright
- How does IMS enable Mobile Web 2.0?
- Tony Fish, Founder, AMF Ventures
- Ajit Jaokar, CEO, FutureText Authors of Mobile Web 2.0
Assessing Mobile Web 2.0: Mobile Web and Market Demand
Search | Monetizing Search: How Can Lessons from the Web Apply to Mobile Web 2.0?
09:30
- Understanding the parallels between monetizing search and monetizing the interactive mobile web
- Assessing the potential for mobile-specific search engines
- Evaluating the role easy-to-use mobile search will play in enabling Mobile Web 2.0 uptake
- Mitch Lazar, VP Business Development, Yahoo!, Europe
Internet meets the mobile world: Skype Case Study of Enabling Skype- Operator Partnership
09:50
- Internet vs. mobile economics: access, distribution and choice of services
- The future of mobile communications? Optimizing flat-rate pricing, customer support and quality of service
- What are the business benefits for operators?
- Incentivising users to grow the community
- Eric Lagier, Director of Business Development, Hardware and Mobile, Skype
Disruptive Innovations | Examining the Impact of the Mobile Web on Traditional Mobile Business Models: A Critical Assessment of Convergence of Web, Media, and Telecom Spheres
10:10
- What revenue streams are there for MNOs besides the revenue from the flat rate subscription?
- Assessing current trends in convergence: Will the web squeeze out mobile operators?
- Examining Reed, Moore and Metcalfe’s Law in an era of converged services
- Prof Ed Candy, Technology Director, 3
Refreshments and Exhibition Visit
10:30
Enterprise | Will the Enterprise Community Embrace Mobile Web 2.0? - Monetising Collective Business Intelligence
11:10
- How are enterprises using mobile applications for productivity and training
- Reviewing Enterprise Mobile Web 2.0 applications: What does the corporate world want? What is available?
- What are the operator’s revenue streams for Enterprise Mobile Web 2.0 compared to Entertainment Mobile Web 2.0
- Examining the Enterprise 2.0 value chain
- Assessing trends in business devices and how business Mobile Web 2.0 apps can adapt to them
- Rakesh Mahajan, Director of Mobility, BT Global Services
Market Demand | Is Large Scale Adoption a Dream for Tomorrow or a Reality Today - T-Mobile’s Experiences
11:30
- Examining user interface and design approaches that lead to adoption
- How can operators improve retailer awareness and educate users
- Assessing connectivity everywhere and connection speed in user uptake
- Market trends in demand for services: Will Mobile Web 2.0 applications drive increased data usage by adapting to the specifications of mobile devices?
- Dr. Ingo Schneider, VP Consumer Product Marketing, T-Mobile International
PANEL DISCUSSION: End User Experience | What Makes Mobile Web 2.0 User Experience?
11:50
- What does the end user want from the operator?
- Evaluating user sensitivity trends: choice, richness and speed
- Re evaluating claims that the closed garden existed to protect quality of experience
- What is the value of pre-installed 2.0 services to end users?
- Assessing how widgets affect user perceptions and experience
- Chair: Gerard Grech, Strategy & Business Development Director Content Division, Orange,
- Alan Moore, Founding Director, SMLXL
- Sokratis Papafloratos, CEO, Trusted Places
- Eran Wyler, CEO & Founder, InfoGin
Networking Lunch
12:30
Business Models for Monetising Mobile Web 2.0
Operator Role | What Role will the Operator Play in Mobile Web 2.0: Towards a Smart-pipe Business Model?
14:00
- Assessing the business case for moving to flat-rate pricing
- How will mobile operators benefit from increased data usage generated by flat rate pricing?
- Overview of market developments and first movers in adopting flat rate pricing
- Learning how to leverage customer databases and customer trust when forging web partnerships
- Can the MNO play an anti-piracy role to create leverage with content providers without impinging on net-neutrality?
- Kennet Radne, SVP Products and Services, TeliaSonera
Mobile Web 2.0 Partnerships | Examining Current Deals between Mobile Operators and Internet Companies to Offer Popular Web 2.0 Applications on the Mobile
14:20
- Understanding how operator-Web 2.0 deals work?
- Assessing key advantages in the quality of experience and ease of access
- Examining how operators and web companies benefit from partnerships
- Building cross-platform communities: Pikeo.com, Soundtribes.com
- Gerard Grech, Strategy & Business Development Director, Content Division, Orange
Social Networking | Utilising Mobile Web 2.0 for Social Networking Activities
14:40
- Evaluating the market: Overview of major content categories and 3G penetration
- Determining the mobile subscriber audience for social networking sites
- Reviewing the demand for social media activities including photo messaging and user-generated video
- Examining current projections for audience demographics and size
- Paul Goode, Senior Vice President and Senior Analyst, M:Metrics
Mobile Advertising | To What Extent Can Operators Enable Personalised Mobile Advertising - Identity and Location Information
15:00
- What level of ad personalisation is currently possible: looking at current examples
- Are advertising algorithms advanced enough to allow for individualised ad campaigns?
- Will mobile web communities help segment the market and provide for easier and more effective advertising?
- Assessing the effectiveness of current mobile-advertising strategies and their attractiveness to sponsors
- Mark Bole, CEO, Shozu
Refreshments and Exhibition Visit
15:20
Using Mobile Web 2.0 to generate brand impact
15:40
- Working with what you have
- Content Optimisation techniques
- A picture says 1000 words
- Case Studies: Including Nike, Coke, Smirnoff, Fiat and more
- Daniel Rosen, Head of AKQA Mobile
Content Communities | Building Content-Focussed Social Networks to Drive Mobile Subscriber Retention
16:00
- Evaluating how social recommendation technologies enhance the community
- Determining how to integrate content and community and evaluating user experience compared to other content delivery applications
- Assessing the importance of people discovery in creating a sticky community
- What makes Mobile Web 2.0 networks different. How are device capabilities leveraged by MyStrands?
- How do content-communities interact with mobile and content players: understanding operators and content provider needs
- Atakan Cetinsoy, VP Business Products, MyStrands
UGC | Case study | Assessing Business Models for Treating the Customer as the Employee in User Generated Communities
16:20
- Examining the economics behind paying the user for content
- Examining the mobile sphere as the perfect environment for creating attractive user remuneration structures: leveraging billing processes and the idea of ‘pay-to-play’
- Understanding the role that remunerated user generated content plays in operator strategy
- Gilles Babinet, CEO, Eyeka
WRAP-UP PANEL DISCUSSION: What is Mobile Web 2.0 for the Different Players?
16:40
- Examining the mentality of Web 2.0 as it applies to the mobile space
- Determining which players investigating the space
- Reviewing the range of web 2.0 applications
- Mark Bole, CEO, Shozu
- Russell Buckley, Managing Director, AdMob
- Neil McCartney, Chairman, McCartney Media
- Andrew Fisher, CEO, Shazam
- Guido Argieri, West Europe Manager, Dada.net
Chair’s Closing Remarks, Neil McCartney, Chairman, McCartney Media
17:10
Registration and Refreshments
08:30
Chair’s Remarks: Ken Blakeslee, Chairman, WebMobility Ventures
08:50
Market Opportunities | Bringing Mobile Web 2.0 to Life: Captivating the User
09:00
- What is the role of Mobile Web 2.0 in the consumer’s digital lifestyle?
- How to navigate evolution from "Web 2.0" to Mobile Web 2.0 and beyond?
- Reviewing usage, usability, and data pricing
- Contrasting the browser models to single purpose applications in mobile
- What are the opportunities and challenges of the long tail?
- What are the key enablers for innovation?
- Mike Short, Chairman, MDA and VP Research and Development, O2 Group
Evaluating Technology and Application Strategies to Create the Mobile Web 2.0 Ecosystem
Mobilising the Long-Tail | Enabling the Move of Web 2.0 Applications to Mobile: Primer on How to Capitalise on Mobile to Enhance Existing Web Services with Minimal Investment
09:20
- What is the value of creating an attractive mobile design?
- Who will incentivize "long tail" sites to adapt for mobile, and what strategies can they employ?
- How can existing Web 2.0 applications and communities take advantage of specific mobile features? - Location? - Identity? - Device features (camera, key pad)?
- What partnerships can web companies form with operators to ensure an attractive experience that drives uptake and revenue growth?
- James Pearce, VP Technology, Dotmobi, USA
PANEL DISCUSSION: Widgets Discussion | Integrating the Customised Web into the Mobile Device: Do Widgets Play a Major Role in Driving the Culture of Personalisation?
09:40
- Assessing the potential for widgets to drive uptake and continued use through quality of service
- Examining data transfer levels
- Comparing trends in the role of widgets on the desktop and the mobile device
- Evaluating the future outlook for widgets as Mobile Web 2.0 solutions: Will widgets optimise screen space in the long run?
- Stefan Lechere, VP European Business Development, Netvibes
- Ajit Jaokar, CEO, Futuretext
- Gero Steinroeder, Head of Business Development & Partnerships, WidSets, Nokia
- Franck Poisson, CEO & Founder, WebWag
Asian Perspective | Lessons on mobile social networking
10:20
- Building communities across platforms
- Avatars and digital branded content
- Gifts, personalization and customization
- From interactive to engagement
- Cases including Cyworld, Kart Rider, Elven Legends
- Tomi T Ahonen, Author and Consultant, Hong Kong
Refreshments and Exhibition Visit
10:40
Mobile Web | What Happened to Mobile Web?
11:10
- Assessing past successes and failures: recap of first attempts
- Determining the capabilities of the current mobile web: How has the experience changed?
- Examining how current development projects are evolving: What future mobile web possibilities
- Is Mobile Web 2.0 an evolution of mobile web or a revolution?
- Daniel Appelquist, Senior Technology Strategist, Vodafone
PANEL DISCUSSION De-Fragmentation | Will W3C Mobile Web Best Practices Help End Fragmentation of Standards and Enable a Coherent Web Experience?
11:30
- What is the current status of user experience and accessibility of long-tail web pages, and what are the key challenges to the mobile web experience?
- What are the key tenets of the W3C best practices and are they being applied?
- Examining one web: assessing whether the dotmobi domain will enable a seamless mobile/web 2.0 experience and examining alternative models
- What role does the long-tail play in successful uptake of Mobile Web 2.0 and what role will it play in advertising revenue?
- Philipp Hoschka, Deputy Director, W3C
- James Pearce, VP Technology, Dotmobi
- Alan Patrick, Principal, Broadsight
- Tom Hume, Director, FuturePlatforms
- Gregory Gorman, Director of Business Development, The Open Group
Developer Relations: Orange Start-up Program Case Study: Assessing the Challenges and the Business Case for Building Developer-MNO Relations
12:10
- What is the operator business case for fostering a creative Mobile Web 2.0 development ecosystem?
- What are the challenges of building the relationship between the individual developer and a large operator, and what resources are required?
- What are the key elements of Orange’s Start-Up Program?
- Evaluating Orange’s Partner Camp Model: How have the camp and other initiatives approached developer/operator relations?
- What do operators look for in winning developers?
- What can MNOs realistically expect from developers? interoperability and devices
- Martin Duval, Global Director, Business Development & Partnerships with Start-Ups & VCs, Orange
PANEL DISCUSSION Broadcast | Examining Business Models for Delivering Interactive Content Across Platforms
12:30
- How did interactivity evolve for TV and how can interactive TV utilise mobile?
- What features does the end user want: How to decide which internet features applied well to TV
- What sorts of business partnerships enable interactivity to expand into traditional media forms
- Evaluating the opportunities presented by interactivity: Who will be the new players?
- Nicholas Wheeler, Managing Director, ITN On
- John Varney, Managing Director, Maximum Clarity
- Michael O'Farrell, Chair & Executive Director, dotMobi Advisory Group
Networking Lunch
13:00
Web Perspective: Evaluating the Web Development Ecosystem
14:30
- Examining Amazon’s open approach to developers: leveraging open API
- What specific actions has Amazon taken to encourage innovation?
- What are web developers looking for: experiences from Amazon’s web services evangelism work
- Jeff Barr, Senior Manager of Web Services Evangelism, Amazon
PANEL DISCUSSION: User Interface | Evaluating UIs and Browser Support of Mobile Web 2.0
14:50
- What are the current challenges to providing a UI that is responsive to the user?
- What are the constraints for developers when adapting to different mobile screens:
How will this change as phones evolve? - Assessing strategies for leveraging intuitive user interactions with fixed Web 2.0 and mobile data services to create the optimal Mobile Web 2.0 interface
- How successfully do existing browsers adapt to the mobile device restrictions?
- Comparing strengths of browsers on the market for enabling Mobile Web 2.0
- Evaluating user-interface as a gateway to usage and revenue: Can the screen be developed to allow users to access what they want and also to steer them to sites that will generate revenue?
- Dr Nicholas Allott, CTO, OMTP
- Patrick McVeigh, CEO, SoonR
- Andrew Greenhalgh, Director, Market Analysis, Mobility Group, Intel
- Michael O'Farrell, Chair and Executive Director, dotMobi Advisory Group
- S Prashanth, CEO, Akmin Technologies
WEB-ing your mobile phone: Use the WEB concepts to improve MOBILE PHONE User Experience
15:20
- Phone 2.0: revolutionizing how users perceive and use the Phone by harnessing Mobile-Web convergence
- Determining how Usability is taking center stage-the Internet model
- Assessing strategies for utilizing WEB Experience to overcome the challenges to Usability on the mobile phone
- Examining how Phone 2.0 mentality will impact the user Experience and mobile operator revenue models
- Re-Wrapping the value chain and Safeguarding the operators’ position
- Shlomo Wolfman, COO, Starhome
Creating a New User Experience: Combining Mobility and Collective Intelligence
Start-ups | Evaluating the Mobile Web 2.0 Start-up Ecosystem
15:40
- Integrating mobility: what mobility features are start-ups concentrating on?
- Where do we see new start-ups : Who is investing in what?
- How do Mobile Web 2.0 propositions differentiate?
- Evaluating new propositions: showcase of launches in recent months
- Rudy De Waele, mTrends
Coffee break and Exhibition Visit
16:00
Communities| Case Study: Understanding Social Networking Communities and their Revenue Streams
16:20
- Understanding mobile communities: What are they? Who are they?
- Determining the relationship between Web 2.0 and Mobile 2.0 communities: Who are the key community players in the Mobile Web 2.0 space?
- Examining user motivations for joining a community and assessing member retention trends in communities
- What key factors make communities succeed on both screens?
- Evaluating revenue streams for communities and operators: subscriptions, crossselling, content purchasing and increased usage of SMS
- Mark Curtis, CEO, Flirtomatic
Blogs | Evaluating the Utility of the Device to Bloggers: A Creative Tool at the Moment of Inspiration?
16:40
- Understanding how bloggers work: creating uptake campaigns to reach beyond the early adopters
- Assessing the role of roaming agreements in enabling the blogger to post on the go
- Evaluating Mobile Web 2.0 capabilities in attracting bloggers and determining what add-on features will enable higher ARPU from mobile blog users
- Alfie Dennen, co-founder, MoblogUK
Language Based Communities | Turkcell-im Benim Case Study: Addressing Language and Privacy Issues to Attract casual users in Turkey
17:00
- Assessing existing Web 2.0 services for Turkish speakers and creating a Turkish offer
- What does the Turkish market want?
- Examining the step by step approach for the uptake of Mobile Web 2.0 : from Turkcell-im Benim to full Web 2.0 usage
- Controlling the dark side of 2.0: How will Turkcell’s strategy for controlling adult content and piracy infringements evolve?
- Ercüment Kenger, Business Development, Turkcell
WRAP-UP PANEL DISCUSSION | Mobile and Networking | Beyond Web 2.0:
Exploring Applications that will make the Handset the Networking Tool of Choice
17:20
- Reviewing existing applications and recent start-ups
- Examining different categories of applications and comparing their potential for revenue generation and MNO market differentiation
- Assessing underexploited device and operator assets
- Alan Patrick, Principal, Broadsight
- Jouko Ahvenainen, COO & Co-Founder, Xtract
- Andrew Greenhalgh, Director, Market Analysis, Mobility Group, Intel
Chair’s closing remarks: Ken Blakeslee, Chairman, WebMobility Ventures
17:50
