Mobile Search & Discovery

DAY ONE – 15^th March 2007

08.30 Registration
09.00 Opening remarks from the ChairPeggy Anne Salz, Editor & Producer, MSEARCHGROOVE, and Author of Mobile Search & Content Discovery

White label vs. branded mobile search solutions
09.30 The web as people want it, on mobile§     What does Web 2.0 mean for mobile?§     When a browser becomes more than a browser§     How search and discovery can be utilised to increase ARPU§     How mobile will become the innovation platform for these servicesTimo Bruns, Executive Vice-President for Mobile, Opera
10.00 Developing and monetising the off-deck experience§     How do operators monetise off portal searches?§     Data traffic/browsing charges§     Who takes care of billing off portal?Philippe Kerignard, Partner Relationship & Off Portal Content Manager, Bouygues Telecom
10.40 Delivering mobile content responsibly§     What are the concerns?§     Challenges of the mobile internet§     Vodafone's response towards protecting younger usersAnnie Mullins, Head of Content Standards, Vodafone
11.20 Coffee and networking break
11.40 MSN/Windows Live talks mobile search§     Why is mobile search so important for consumers? For operators? For advertisers?§     What makes a successful search experience for consumers?§     What are the attributes of a successful search business for mobile operators?-   Bringing the on-portal and off-portal worlds together-   Getting advertising scale-   Partnering for the best user experience and business results§     What does the future of mobile search look like?Senior level representative, MSN

12.20 Roundtable Discussion: Walled garden or open?§ Opening up to the wider internet: defining the implications for MNOs and content owners§ Will offering more choice to consumers drive down ARPU?

13.00 Lunch
14.00 Yahoo! discusses search on the mobile Internet§ Why mobile search is different to desktop search§ How mobile search delivers instant gratification to usersJames Tipple, Director of Marketing, Yahoo! Connected Life, Yahoo! Inc.
14.40 Search solutions – assessing which partnership is best for you§ What are the pros and cons of each?§ Who should partner with whom?§ Will partnering with a branded search engine dilute my brand?§ Which search engine has the most revenue potential?Dominique Schmid, Head of Provider Management, SwisscomPhilippe Kerignard, Partner Relationship & Off Portal Content Manager, Bouygues Telecom

15.20 Mobile music projects in the Netherlands Universal Music Mobile has become a major player in the mobile phone market, active in more than 50 countries in Europe, Asia Pacific, Latin America and South Africa.Dedicated to extending the reach of UMG artists and properties in the mobile world, the company provides content and operating services to more than 75 telcos and B2C service providers. This in depth case study will examine how they have used search and discovery within the context of mobile musicRitchie Kremer, Netherland Country Manager, Universal Music

16.00 Coffee and networking break

16.20 Total mobile user experience – the wide approach to mobile search & discovery§ The winning ingredients for a full solution§ Technology§ Content expertise§ WAP execution§ Vertical vs. generic search – how to win in both worlds§ Is personalisation really that important?§ Mobile browser or mobile consumer?§ How mobile search merchandises content

Avichai Levy, CEO, Targetize Innovative Solutions

16.50 Challenges of bringing the PC broadband experience to 3 UK’s customers§ X Series - lessons learnt from bringing the X Series services to 3 UK's customers o Windows Live Messenger o Yahoo Search o Podcasting o Ebay o Sling o Orb o SkypeRobert Wells, Head of Mobile Broadband, Hutchinson 3G UK

17.30 Discussion podsUnique networking opportunityEnsure you address the issues that are closest to you heart. The discussion pods are several themed table discussions running concurrently. Simply choose the topic that is of most interest to you. Each discussion is facilitated to engender constructive debate. This format guarantees that you will meet people with the same interests: perfect for networking, forming partnerships, finding suppliers and identifying potential clients. Delegates tell us that the contacts they make in these sessions are the ones they are most likely to keep in contact with after the event. Topics will be chosen during the event to ensure they are up-to-date and relevant.

18.30 Chairman’s closing remarks and end of day one

DAY TWO – 16th March 2007

  09.20 Opening remarks from the ChairPeggy Anne Salz, Editor & Producer, MSEARCHGROOVE, and Author of Mobile Search & Content Discovery   Search Advertising
09.30 Determining the best advertising model§     Why it simply will not do to imitate internet advertising models§     How the technological constraints of the mobile phone make advertising difficult§     Establishing the success of pay-per-click, click-to-call and banner advertising models§     Embracing targeted advertising – why it’s more important than ever§     WAP Push§     Could in-game advertising be the answer?Alex Siewert, Director of Inspiration, Abbott Mead Vickers BBDO
10.10 Visions of how content will be consumed and sold moving forward§     Impact of search advertising for on/off portal content sales§     Is there a place for digital content sales via high street physical retailers?§     Will consumers accept ad-funded or brand funded content?Michael Tomlins, Commercial Director, PartyMob

10.50 Fireside chat: Orange discusses their experience with placing sponsored ads on portalsIn this session, Peggy Anne Salz, a seasoned journalist, will conduct a candid interview with Steve Ricketts to learn more about Orange’s mobile Internet strategy and how they are forging ahead in the business. If there are any specific questions you would like answered, you can email them in advance to claudia_morgan@osneymedia.co.ukSteve Ricketts, Third Party Services Marketing Manager, OrangePeggy Anne Salz, Editor & Producer, MSEARCHGROOVE, and Author of Mobile Search& Content Discovery

11.30 Coffee and networking break   On device portals
11.50 The role of ODPs: Keep content simple - & keep customers downloading more§     What are the most important factors when considering content?§     What part does relevance play?§     Content needs to be easy to discover and compelling if users are to be re-engaged after early disappointing experiences of WAP§     Why keyword search is not the whole answer§     ODPs - proven to increase Operator data ARPU§     Targeting... Operators need to think macro and micro...§     Personalisation - recognition that users are not the same person all the time – but increasingly users rely on one mobile device and want easy access to information of relevance to them at a time of their choiceDave Evans, Chief Technical Officer, Surfkitchen   Recommendation, personalisation and community
12.20 Developing a social network on the mobile Internet with peer to peer recommendation§     Establishing a mobile community by connecting people on the basis of their search§     Why we can’t expect computers to do a human job

§ Ascertaining whether there is a market

Morgan Holt, Director of Television, Music and Television, Hutchinson 3G UK
13.00 Lunch
14.00 Revolutionising search - FT’s intelligent personalisationThe Financial Times has had a direct WAP service for a number of years and was keen to make this service accessible to mobile networks.Their readers are busy people and they want to provide them with the news easily and conveniently. This detailed case study will discuss how FT.com has taken steps to take the frustration out of mobile searchChris Osborne, Head of Mobile, Financial Times
14.40 Enriching the user experience (and service provider) through personalisation§     Why keyword search is not enough§     Tying the branches with dynamic content linking§     Every click counts: discovering personal content without searching§     Maximising purchase rates with targeting of mobile ads§     Automatic community creation: it’s not just for finding Mr/Ms RightPetrus Pennanen, CEO and founder, Leiki Oy
15.20 Coffee and networking break   Multimodal search – the future of search and discovery
15.40 Craze Productions discusses their experience with machine recognition systems§     What are machine recognition systems and how do they work?§     Assessing the uptake of the technology by consumers§     Determining the impact of camera search on content revenues§     Predicting the future for machine recognition systemsSam Kleinman, Director, Craze Productions

16.20 Roundtable Discussion: The future of discovery§ So, where do we go from here?§ Voice-enabled search§ Point and click – camera search§ Assessing the likelihood of consumer uptake of new technologies§ QR codes, image recognition, near field communications (NFC) and point and search – what are the possibilities?

17.00 Chairman’s closing remarks and end of conference