Day 2 - Exploring Near Term Opportunities
Examples of how to reduce friction and generate new value in the Digital Economy
Case Studies, Use Cases and Industry Next Steps
0830 – 1800
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