Day 2 - Exploring Near Term Opportunities

0830 - Introductions, Agenda, Warm Up

0900 - Streamlining 3rd Party Service Delivery: Telco as a Channel

How to create an easy-to-use platform for delivering compelling applications to telco subscribers

Key Issues:

• Reducing costs of 3rd party integration with telco systems
• Enabling effective end-user self-service
• Defining standard APIs
• Operational impact of greater 3rd party integration

Key Telco assets to leverage:

• Real time OSS/BSS systems
• Identity Management and Authentication systems
• Device and SIM management

Potential telco value proposition:

• Telco as an efficient and effective retailer of digital goods to end-users

Case Studies x 4, on:

• Enabling a Multi-Service, Self-Service Platform
• Seamless integration of 3rd Party SDK with Telco SDP
• New 'Open Platform' at Telus and BT
• Device and SIM Management

Stimulus Presenters and Panelists:

• Barbara Schmiedinger, Head of Residential Product Marketing, Telekom Austria
• Michael Crossey, CMO, Aepona
• Dominique Schmid, CEO, Sicap

Structured Group Feedback, Panel Discussion (+1) and Debate

1030 - Break (demos in Innovators Zone)

1100 - Advertising, Marketing and Business Intelligence

Where, why and how should the telco industry collaborate to provide value to brands and marketers?

Key Issues:

• Upstream Service Providers (Brands, Agencies, Aggregators, Publishers): How to understand consumers' interests more effectively; how to standardise digital ad formats; How to leverage data (demographic + preference + usage + contextual) to target marketing communications; How to manage campaigns across multiple digital systems and processes and channels; How to create better performance metrics?
• Downstream consumers: how to receive more relevant and timely promotions via appropriate media?
• Telcos: How to create a valuable and scaleable platform to support the needs of marketers?

Key Telco assets to leverage:

• Customer data (for customer profiling and ad personalisation)
• Telco advertising inventory (web portal, handset, idle screen, SMS, MMS, voice)
• Response channel (SMS, MMS, click to call, URL)
• Rating Engine (for performance metrics)

Potential telco value proposition:

• A Telco Platform needs to provide Interactivity – the ability to engage with the customer in an on-going way throughout their lifetime by providing:
  • Standardisation - especially on mobile, to achieve ubiquitous availability of the mobile medium to advertisers (formats, processes, etc.)
  • Response Channel - the ability, as part of the interaction, for customers to redeem vouchers and pay for things with the Telco account
  • Personalisation & Targeting - the capability to target the long-tail with relevant messages
  • Performance tracking - ability to offer cross-operator metrics to brands and agencies

Stimulus Presentations x 3:

• What content producers/retailers really need from Telcos?
• The practicalities of exploiting subscriber data
• End-user acceptance and regulatory lessons from ISP collaboration in the UK
• Key metrics for mobile media

Stimulus Presenters and Panelists:

• Mark Johnson, Global Marketing Director, Comms Industry, SAP
• Paul Magelli, Head of Subscriber Data Management, Nokia Siemens Networks
• Hugo Drayton, CEO, Phorm
• Will Hodgman, EVP, ComScore/M:Metrics

Structured Group Feedback, Panel Discussion (+1) and Debate

1230 - Lunch (demos in Innovators Zone)

1400 - Billing & Payments

How to enable more efficient payment methods between consumers and merchants

Key Issues:

• Payee (Merchant): Identifying and authenticating the other party; checking credit worthiness; maintaining security; realising value of the payment; reducing transaction fees and other costs.
• Payer (Consumer in retail transactions): Identifying and authenticating the other party; maintaining security; protecting precious data - credit card, bank details; automating the process - minimising password entries etc.
• Telco: What role to play in the payments market - appropriate levels of competition and cooperation.

Key Telco Assets to leverage:

• Identity and AAA
• Billing & payments engine for micro (and larger) transactions
• Trusted brands
• Voice minutes as tradeable goods

Potential telco value proposition (for debate):

• Telcos to offer 'electronic wallet' capabilities that support many transaction types in multiple settings - remote (mobile), out and about (NFC), at home (PC).

Stimulus Presentations x 3:

• How are online businesses limited by the billing and payment systems available today?
• Case study of Telco-Bank collaboration in Turkey
• Business model opportunities from 'contactless'
• How to evolve billing capabilities to support new telco payment services

Stimulus Presenters and Panelists:

• Simonetta Lulli, Regional Director, Habbo Hotel/Sulake
• Cenk Serdar, Chief VAS Officer, Turkcell
• MungKi Woo, VP Payments and Contactless, France Telecom
• Joe Hogan, CTO, Openet

Structured Group Feedback, Panel Discussion (+1) and Debate

1530 - Tea (demos in Innovators Zone)

1600 - Industry Next Steps

Which business model innovations will impress the Capital Markets?

Key Issues:

• Investors' view of Telco 1.0 and Telco 2.0
• Selling 'upstream' - where to play in the stack?
• Which latent telco assets are most valuable - how to exploit them?
• Where and how should telcos collaborate to add value to the 'Digital Economy'?

Stimulus Presenters and Panelists:

• Jonathan Dann, Executive Director, JP Morgan
• Trudi Norris-Grey, MD, Strategy & Transformation, BT Wholesale
• Michael Weening, Director, Communications Sector, Microsoft
• Gordon Graylish, VP Europe, Intel
• James Enck, Senior Analyst, Telco 2.0™ Initiative

Structured Group Feedback, Panel Discussion (+1) and Debate

1730 - Drinks and Networking Reception