Telco 2.0™ Industry Brainstorm
Telco 2.0™ Industry Brainstorm
Telco 2.0™ Industry Brainstorm
Telco 2.0™ Industry Brainstorm
Telco 2.0™ Industry Brainstorm
Telco 2.0™

Designed and facilitated by:
STL Partners Ltd

Supported by:
Telvents

Moriana Group
EuroTelcoBlog

Telco 2.0™
Telco 2.0™

Platinum Partners
Intel
Cisco

Platinum Partner
GSM Association

Silver Partners
Aepona
Alcatel-Lucent
Asset House
Comverse
ip.access
LogicaCMG
Openet

Coffee Breaks Sponsor
Radialpoint

Associate Sponsor
jNetX

Gold partners
TelecomTV
Moriana

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Partners
Endorsed by Cable and Satellite
Endorsed by the Communications Research Network
Endorsed by Connect World
Endorsed by European Communications
Endorsed by FierceMobileContent
Endorsed by FierceWireless
Endorsed by the Fixed Mobile Convergence Association
Endorsed by Fokus
FTTH Council
Endorsed by IMS Forum
Endorsed by IMS Plugfest
Endorsed by Intellect
Endorsed by MobiAdnews
Endorsed by the Mobile Marketing Association
Endorsed by Mobile Payments World
Muniwireless
Endorsed by NOC Online
Endorsed by Screen Digest
Endorsed by Silicon.com
Endorsed by the SIP Center
Telemedia
TVover.net
Vanilla Plus
Endorsed by the WiFi Alliance
Endorsed by ZDnet

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 hereClick 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

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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