Agenda
How to industrialise Telcos’ role in supporting online and mobile advertising and marketing
16th October, The Grange Hotel, London, 0830 - 1800
Using the ‘Mindshare’ interactive process this Summit is made up of short, specially prepared ‘stimulus presentations’, interactive audience feedback via collaborative technology, votes on key topics, in-depth panel discussions and supported by expert ‘analysts-in-residence’ to process feedback in real time. Additional networking will take place in an exhibition area.
Key themes to address:
- 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?
- Best examples in the market today?
- How the entire value chain can grow the opportunity?
Specifically, we will be looking at:
- MMA/GSMA White Papers on Inventory and Metrics – What improvements are needed?
- Media Planners and Buyers - What do they really need from Operators?
- Targeting methods – Which will be most effective, and how to enable them?
- Integrated Advertising and Marketing Campaigns – How could mobile add unique value?
- Cross-Industry Roadmap – What things do we need to fix, by when and by whom?
Facilitator: Chris Barraclough, Managing Director, STL Partners (Editor, Telco 2.0™/GSMA "Telcos Role in the Advertising Value Chain" Market Study)
Analyst-in-Residence: Jim Cook, Founder, MobiAdNews
0830 Welcome - Agenda, Process, Introductions
Chris Barraclough, STL Partners - Output from Telco 2.0™/GSMA EMEA and US Brainstorms in March. Latest market developments since then.
0900 Real Needs of (Upstream) Customers
Stimulus Speakers and Panelists:
Needs of Brands – Nick Strauss, Senior Planner, Mather Advertising
Needs of Content Owners - Sunil Gundeira, VP Mobile EMEA, Walt Disney Internet Group
Needs of Media Agencies - Richard Wheaton, Managing Director, Neo@Ogilvy
Interactive ‘Mindshare’ Debate with Audience
1030 The Break
1100 Creating ‘industrial platforms’ that satisfy customers’ needs?
Where are we aiming to be in 3-5 years’ time? Where are we today?
Stimulus Speakers and Panelists:
Mobile Operator View - Frank Boulben, New Business Development Director, Vodafone Group
Entertainment Industry View - Andrew Bud, Vice Chairman, Mobile Entertainment Forum
Status of GSMA/MMA activities - Henry Stevens, Business Development Director, GSMA
Interactive ‘Mindshare’ Debate with Audience
1230 The Lunch
Demos of Cutting Edge New Tools/Products - Exhibitors from Innovation Forum
1345 Case Studies
Best practices in telco, media and online sectors that serve this market
Stimulus Speakers and Panelists:
Wind (Italy): Lessons from a cutting-edge new project - Tarek Wahba, Senior Manager, Orascom Telecom
Yahoo! In Europe - Charles Sword, Head of Mobile Advertising, Yahoo! Europe
Virgin Media Case Study: Lessons in ‘Four Play’ - Victor Malachard, Snr Director, Infospace
Interactive ‘Mindshare’ Debate with Audience
1500 How to leverage telco assets most effectively to add value to advertisers?
The practicalities of Targeting and Measurement
Stimulus Speakers and Panelists:
Where’s the True Value in the Data? - Tony Riley, Founder, Mobile Enterprise
How to Extract Valuable Data? - Steve Van Zanen, Vice President, Acision
How to Enable Real-Time Policy-Based Ad Management? - Joe Hogan, CTO, Openet
Interactive ‘Mindshare’ Debate with Audience
1615 The Tea
1645 Industry Roadmap
What needs to happen to meet (upstream and downstream) customer requirements?
Final Brainstorm and Vote on most important issues that need to be resolved 3, 6, 12 months.
Stimulus Speakers and Panelists:
Carl Rijsbrack, VP Business Ventures, Alcatel-Lucent
Panel Review:
Richard Saggers, EMEA Chairman, Mobile Marketing Forum
Andrew Bud, Vice Chairman, Mobile Entertainment Forum
Henry Stevens, Business Development Director, GSMA
1800 Close & Drinks Reception
Demos of Cutting Edge New Tools/Products
Exhibitors from Innovation Forum
