Designed and facilitated by:

Supported by:

Platinum Partners

Platinum Partner

Silver Partners

Coffee Breaks Sponsor

Associate Sponsor

Gold partners

Partners

Agenda - Day Three

Industry Workshop (Invitation Only)
08.30 – 17.00

Telco's Role in the Advertising Value Chain
Ad-funded content/services; and online and mobile advertising enablement services

Click here to view the agenda

Based on a major industry research initiative.

Background

For context click here.

Invitees

Operators: Senior Management in charge of Advertising, Innovation/New Product and Services, Strategy, Content;
Advertising Community: Agency with 2-3 client companies;
Enablers: Google, Yahoo, MSN;
Others: innovative start-ups, aggregators, Telco 2.0 sponsors.

Key themes to address

What are the real needs of the advertising community?
How should operators collaborate on a standard delivery and reporting mechanism to extend mobile reach to ALL mobile users?
How to leverage customer data most effectively to add value to advertisers? What executive decision and analytical tools are needed, and who to provide them?
How the entire value chain can grow the opportunity?

Agenda

The final stimulus speakers will be allocated across the agenda after they have been briefed. In the meantime, see overall event speakers here.

Facilitator: Chris Barraclough, Managing Director, STL Partners

Analysts: Damian Glover

From 07:30 Registration, coffee/tea

08:30 Agenda, Warm up, introductions

08:45 Introduction - Framing the Issue

Opportunities and Issues for telcos and value chain partners.

Results of new major market study (including qualitative and quantitative industry research with Advertisers, Agencies, Content Owners, Enablers, Operators and Vendors).

Chris Barraclough, Managing Director, STL Partners

Interactive 'Mindshare' Debate with Audience

09:30 The Advertising Opportunity

Changes in the Advertising Industry – implications for Advertisers of the rise of Internet and Mobile Channels
Existing unmet Advertiser Needs
Advertising as a means of Supporting Premium Content
Opportunities for Operators to add value

John Baker, Managing Partner, Ogilvy Interactive
Sunil Gunderia, VP, Head of Mobile EMEA, Walt Disney
Stephen Stokols, VP Strategy, BT Retail

Interactive 'Mindshare' Debate with Audience

11:00 Coffee

11:30 Challenges and Issues

The importance of scale in a platform business– learnings from others in the value chain
Barriers to change – Data protection and sharing, targeting and personalisation, ad formats, ad metrics, ARPU culture, CRM limitations etc.

Mads Moller, Vertical Head of Technology, Google
Arie Baak, Senior Consultant, LogicaCMG

Interactive 'Mindshare' Debate with Audience

13:00 LUNCH

14:00 Strategies for Success

Fixed Operator
Mobile Operator
Disrupter

Heinrich Arnold, VP Innovation, Deutsche Telekom
Hugh Griffiths, Strategic Advisor Group Strategy, O2
Richard Saggers, Head of Mobile Advertising, Vodafone Group