Day 1

Mobile Advertising and Marketing Awards & Conference
Thursday 12th March 2009


09:00 Registration & refreshments
09:30 Chair’s opening remarks
09:40 Insight into the evolution of the mobile advertising industry and emerging trends.

• Overview of the mobile advertising industry value chain
• Investigating the changes occurring in the mobile advertising value chain
• Is the market value under estimated or over estimated?
• How will mobile advertising develop and could it ever be the dominant advertising media?
• Which player will dominate and control the ecosystem?
Hervé Le Jouan
Managing Director
M: Metrics

10:10 Analysing the role of partnerships between internet
players and operators
• Will partnerships between internet players and operators make mobile
advertising tick?
• How will partnerships between these key players in mobile advertising
benefit end-users?
• Will it be seen as an opportunity or threat in the value chain?
• What are the difficulties in implementing a workable business model?
Xavier Ferret
VP Communication Suite & Digital Advertising
Orange FT Group

10:40 Morning refreshment & networking session
11.00 Identifying techniques for designing and delivering a mobile advertising campaign

• Outlining the design principles and style for mobile advertising
• What types of ads should brand and marketers use to attract customers?
• Finding the right channel(s) for your ad to reinforce brand image and brand loyalty
• Analysing successful deployments to increase ARPU
Dan Rosen
Group Head
AKQA Mobile

11:30 Maximising revenue potential for location based ads
• Outlining the importance of LBA to mobile
• Examining the impact of LBA on companies advertising strategies and channels?
• What opportunities does it provide to increase revenues and brand awareness?
• How all parties in the value chain can get involved to provide profitable
LBA services?
Tanya Field
Director of Content
Telefonica O2

12:00 Lunch
13:00 Searching for an effective mobile advertising
business model
• Analysing the current business model concept
• How long can online advertising models be sustainable for mobile advertising?
• Is shifting revenue share on search based advertising and ad-funded content
a viable model?
• Which business model and strategies will provide the best value to all players?

13:30 Exploring mobile social network and user generated
content to deliver highly targeted mobile advertising
• How big are the marketing and advertising opportunities on mobile
social networks?
• Are social networks having trouble in figuring on how to incorporate advertising?
• Should advertisers focus on big brands rather than focussing on speciality
social networks?
• Are social networks a cumbersome process for advertisers / marketers?
Sean Kane
Global Head of Mobile
Bebo

14:00 Panel discussion: How to tackle effective
measurement of mobile advertising?
Panelists will analyse one of the biggest barriers facing the industry in
discussing the lack of measurement capabilities. Focus will be on what
parameters should be developed to evaluate the effectiveness of advertising
campaigns?

14:30 Afternoon refreshments & networking session
14:50 Assessing the impact of high data traffic charges on
mobile advertising
• Identifying how the current system of data tariffs is affecting the take up of
mobile advertising
• How to ensure that consumers are not directly charged for ad delivery?
• Should data charges be absorbed by advertisers?
• Is there a viable pricing model that will allow the growth of mobile advertising?
Dan Olschwang
CEO
Jumptap

15.20 Driving advertising revenues through SMS & MMS
• Delivering return on investment through messaging services.
• Best of both worlds: SMS gives volume and reach and MMS gives multimedia
flexibility and impact
• The key to successful mobile advertising is engagement and dialogue,
and messaging technologies offer powerful mechanisms to stimulate and
track consumer responses
• Using familiar, proven technologies means a quicker entry to market - and a
quicker route to profitability
Maxwell Wilkie
CEO
Jinny

15.50 Exploring revenue streams through off-portal surfing
• Investigating the portion of mobile data traffic that bypasses the operator portals
• How does off-portal surfing offer a great source of revenue for operators?
• Identifying how operators will monitor user behaviour and offer attractive
business propositions to website owners and advertisers?
• How beneficial is it to mobile users?
Ray Anderson
CEO
Bango

16:20 Analysing mobile advertising regulation and
privacy issues
• Outlining the impact of invalid clicks on customers
• Can user profile be available as a service for carriers in exchange for revenue-share?
• What security policies and procedure are in place to protect data from theft
and misuse?
• Who is responsible for ensuring consumer privacy is maintained?
Ingrid Silver
Partner
Denton Wilde Sapte

16:50 Monetising mobile TV and video on demand
• Examining issues that are preventing mobile TV to be considered as a stand
alone advertising channel?
• Identifying suitable platforms for evaluating mobile TV advertising models
• How important is targeted advertising in the mobile TV business models?
• Free-to air TV v/s mobile TV broadcast. Which one will drive advertising revenues?
Tim Hussain
Head of Mobile Advertising
BskyB

17:20 Chairperson’s closing remarks & end of conference
19:00 Champagne reception