

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
Based on a major industry research initiative.
Background
For context click here.Invitees
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Operators: Senior Management in charge of Advertising, Innovation/New Product and Services, Strategy, Content;
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Advertising Community: Agency with 2-3 client companies;
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Enablers: Google, Yahoo, MSN;
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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
Interactive 'Mindshare' Debate with Audience
15:15 Break
15:30 The Way Forward
Interactive brainstorm, voting and discussion by participants on:
- Issues and opportunities
- Required next steps
All
Interactive 'Mindshare' Debate with Audience
17:00 Close
CLICK HERE FOR AN INVITATION TO THIS WORKSHOP
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