Evolving Mobile Applications and Usability 2008

Creating Innovative Applications, Improving Usability, and Capitalising

on Mobile Device Developments

Madrid, Spain

4th–6th
June 2008

With new players entering a fiercely

competitive market, now is the time
to develop and implement a strategy
that embraces innovation and
Including a Half-Day Interactive Workshop maximises mobile usability.

Working with Various Platforms to Develop

Ground-Breaking Mobile Applications
Your Expert Speaker Panel:
Martin Duval Adrien Pitrat
Director, 'Orange Start Up Programme' Usability Expert
Conference Highlights: Orange Bouygues Telecom
CEO
• Orange on delivering corporate open innovation
Bluenove
• O2 on delivering a rich mobile experience Roland Schwaiger
Johanna Sarviharju Senior Project Field Manager
• Vodafone on optimising web 2.0 Deutsche Telekom
Director, User Experience
• BT on open platforms and security issues Blyk
Tim Haysom
• Blyk on growing mobile together with young people
Roberto Minerva Chief Marketing Officer
• TeliaSonera on increasing customer usability by OMTP
Head of Business Applications Area
launching white label clients Telecom Italia
• KPN on deploying DVB-H mobile TV in the Netherlands Alistair Hill
Bernd Hoogkamp Analyst
Head of Mobile Community M:Metrics
TeliaSonera International Carrier
Key Benefits of Attending: David Pollington
• Explore the pros and cons of developing innovative Alan Duric Senior Manager, Terminals Research
applications on various platforms Chief Technology Officer Vodafone
Telio
• Learn how to design and develop applications that
optimise usability Kilian Schlöder
Alard Weisscher Project Field Manager
• Overcome standardisation and security issues Customer Insight Specialist Deutsche Telekom
• Close the gap between the perception and reality Vodafone
of the current mobile user experience Kaisa Niemelä-Oksala
Bojan Lekovic Principal Consultant
• Capitalise on new and existing technologies Strategy and Innovations Manager, Omnitele
• Discover new strategies to improve the mobile web experience Mobile Devices
KPN
Franklin Selgert
Senior Innovation Manager
Colin Blanchard
KPN
Security Risk and Compliance Lead
BT
Fredrik Backner
Dr Oliver Schmitt Director, Content Business Development
Media Partners: TeliaSonera
Mobile Data Marketing and Sales Manager
O2
Mathias Fraisse
Pierfranco Rodi Product Expertise Manager
Senior Researcher Bouygues Telecom
Telecom Italia

conferences telecoms series

 Day 1

Forthcoming Events 4th June 2008

INTELLIGENT TELECOMS BILLING AND CRM FORUM 2008 HALF DAY INTERACTIVE WORKSHOP
7-9 April 2008 Prague, Czech Republic
This marcus evans event will explore the telecom industry’s shift to IP and its
impact on billing and CRM systems. We will address the key challenges affecting
the market and present case studies that combine billing functions with CRM Working with Various Platforms to Develop
activities, therefore providing a holistic approach to solutions. This will ultimately Ground-Breaking Mobile Applications
affect telcos’ ability to remain competitive in the market. Delegates will essentially
learn how to turn the challenges of converging new services into competitive
advantages by optimising CRM activities and billing processes simultaneously.
13:30 Coffee and Registration
MOBILE BACKHAUL STRATEGIES
8-10 April 2008 Amsterdam, Netherlands
13:50 Workshop Leader's Opening Remarks
This marcus evans conference will provide a technical insight into mobile
telecommunication backhaul planning in a logical and in-depth manner. We will
examine key backhaul technology options (such as the migration to IP, Ethernet
14:00 Comparing Available Application Platforms
and next generation microwave technologies) now available to operators and • Assessing the strengths and weaknesses of each platform
which ones deliver the best cost-control option for maintaining and developing • Learning which platforms facilitate the best user experience
next generation networks. • Understanding which platforms pose the biggest challenges to
application development
NEXT GENERATION MOBILE MESSAGING FORUM 2008 • Developing cutting edge applications on top of each available
9-11 April 2008 Amsterdam, Netherlands platform
The marcus evans Next Generation Mobile Messaging Forum 2008 will explore
this emerging area in the industry and discuss the business opportunities that
exist here for market players. After the boom in mobile messaging which still 14:40 Analysing the Role of New Market Players
accounts for as much as 20% of mobile operators and service provider profits, • Exploring the Android platform
operators need to develop strategies to leverage the opportunities being • How is application development likely to be affected?
presented by IP and 3G technologies and to migrate to the next generation of • Developing in an open platform environment
mobile messaging services. The marcus evans Next Generation Mobile • Threats and opportunities
Messaging Forum 2008 provides attendees with a unique opportunity to hear
cutting edge presentations from industry leaders who are entering the market
armed with enhanced next generation communication services and strategies, 15:20 Coffee Break
guaranteed to be the paragon for growth in the telecoms services arena.

MVNO EXECUTIVE FORUM 15:40 Application Development Strategies on Specific

7-9 May 2008 Barcelona, Spain Platforms
This conference is the 3rd in the marcus evans MVNO series and will show • Symbian
potential MVNOs how to enter the market successful and current MVNOs how to • Windows Mobile
create a profitable and sustainable business model. This event will provide insight • Linux Mobile
into the operator business case for hosting MVNOs, developing successful
partnerships and explore the role of the MVNE in making the MVNO model work.
It will assess the variety of MVNOs operating in the market and illustrate through 16:20 Application Development Strategies on Specific
case studies how they achieved the success they have to date. Moreover, the Platforms (continued)
conference will discuss how to successfully differentiate your service offering to • Java ME
drive uptake and profit. • S60
• Android
MOBILE PAYMENTS FORUM
16-18 June 2008, Madrid Spain
This forum aims to provide a wider view of the mobile payments industry going 17:00 Workshop Leader's Closing Remarks and End of Workshop
beyond the technology facilitating its deployment. Leveraging the expertise of key
players in the mobile payments industry, the marcus evans Mobile Payments
Forum 2008 will assess the m-payment market and opportunities for mass
deployment in 2008.

TELECOMS CRM, CEM AND USER EXPERIENCE 2008

18-20 June 2008 Prague, Czech Republic
This marcus evans case study driven conference will provide a platform for
telecom operators and service providers to discuss key strategies that will enable
them to reduce churn, increase retention and customer loyalty, and minimise
costs associated with CRM activities. We will explore the evolving market and
discuss innovative strategies to interact and engage with a more sophisticated
customer base. We will also examine best practices for measurement, analysis
and data management strategies in addition to overcoming organisational and
integration challenges.

For further information on any of the above events please get in touch with
Sumreen Rizvi on sumreenr@marcusevansuk.com
 Booking Line
Day 2 Tel: + 44 (0) 20 7647 2390
Fax: + 44 (0) 20 7647 2249
5th June 2008

08:30 Coffee and Registration 14:20 Operator Perspective

Examining Virus Protection and Security Issues on
09:00 Chair's Opening Remarks Mobile Handsets
• Examining the advancements in mobile technology and the
RESPONDING TO AN EVOLVING ENVIRONMENT risks they present
• Coping with an open platform
09:10 Opening Address • Preventing mobile key loggers, spyware and malware
Capitalising on a New Application Environment • Effect on enterprise users
• Assessing the evolving mobile landscape (e.g. Nokia Ovi, Apple Colin Blanchard
iPhone) Security Risk and Compliance Lead
• Delivering what end users really want BT
• Exploring new ways to profit from existing mobile applications
• Lessons learnt from the success of music and music phones OPTIMISING NEW AND EXISTING TECHNOLOGIES
Kaisa Niemelä-Oksala
Principal Consultant 15:00 Operator Perspective
Omnitele Integrating Mobile Functionalities into the Open Web 2.0
World
09:50 Operator Perspective • Combining voice calls, SMS and other features with upcoming
Understanding the Android Technology and its Potential information channels
Impact • Assessing network abstraction, open interfaces and IMS as
• Examining how the introduction of the Android platform can underlying infrastructures
impact the mobile market • Understanding what community members really want
• Assessing how the technology can change the way services • Integrating communication features in today's text based communities
are provided • “Saturday Night Swarming” case study
• Android usage examples Roland Schwaiger
Roberto Minerva Senior Project Field Manager
Head of Business Applications Area Deutsche Telekom
Telecom Italia
15:40 Afternoon Tea and Networking
10:30 Morning Coffee and Networking
16:00 Operator Perspective
10:50 Operator Perspective Assessing IMS and its Impact on Mobile Devices
Examining the Evolution of Social Networking Sites and the • IMS developments and the impact on mobile devices
Impact on Mobile Applications • Addressing the availability of IMS enabled phones – will they exist?
• Assessing the growing usage of social networking sites • Moving towards VoIP
• Understanding the changing demands and importance to mobile • Assessing the impact on WiMax licensed 3G devices
users Alan Duric
• Creating mobile applications that encourage more usage of the Chief Technology Officer
mobile web Telio
• Delivering a holistic experience for end users
Bernd Hoogkamp 16:40 Operator Perspective
Head of Mobile Community Using On Device Portals for Mobile Content Presentation
TeliaSonera International Carrier • Moving beyond WAP
• Assessing the market opportunities for ODPs
11:30 Operator Case Study – Orange • Overcoming challenges of consumer uptake of mobile services
Delivering 'Corporate Open Innovation' • Full mobile web browsing vs. specifically designed mobile portals
• Understanding the 'Open Innovation' philosophy Mathias Fraisse
• Exploring the 'Orange Start Up Programme' Product Expertise Manager
• Developing an innovative mobile/web 2.0 ecosystem Bouygues Telecom
• Closing the gap with external innovation
Martin Duval EVOLVING USER INTERFACES AND MOBILE DEVICES
Director, 'Orange Start Up Programme'
Orange 17:20 Operator Perspective
CEO
Striving for Simplicity with an Increasingly Complex Mobile
Bluenove
Interface
• Keeping it simple and lean (e.g. the re-design of the MMS)
OPENNESS, STANDARDISATION AND SECURITY ISSUES • Adapting full web browsing to different phone specifications
• Assessing the limits of user personalisation
12:10 Open Mobile Operating Systems • Simplifying user interactions using new technologies (e.g. multi-modal
• Dealing with OS segmentation interactions)
• Does open mean unlocked?
• Understanding the security implications Adrien Pitrat
• Threats and opportunities of new entrants Usability Expert
Bouygues Telecom
Tim Haysom
Chief Marketing Officer 18:00 Chair's Closing Remarks and End of Day One
OMTP

12:50 Luncheon
Business development opportunities
13:50 Coffee and Networking Does your company have services, solutions or technologies that the conference
delegates would benefit from knowing about? If so, you
can find out more about the exhibiting, networking and branding opportunities
available by contacting our sponsorship division.
James Driscoll on +46 8 678 6040,
email: jamesd@marcusevansse.com
 Booking Line
Day 3 Tel: + 44 (0) 20 7647 2390
Fax: + 44 (0) 20 7647 2249
6th June 2008

08:30 Coffee and Registration 14:20 Operator Case Study - Blyk

Growing Mobile Together with Young People
09:00 Chair's Opening Remarks • What mobile services do 16-24s really want?
• Focusing on the key user experience moments
09:10 Operator Case Study – KPN • Testing with the users
Deploying DVB-H Mobile TV in the Netherlands • Diverse mobile devices – challenge or opportunity
• Exploring the DVB-H environment in the Netherlands Johanna Sarviharju
• KPN mobile TV handset requirements Director, User Experience
• KPN DVB-H pilot results Blyk
• Assessing the market position and the launch
Bojan Lekovic IMPROVING USABILITY WITH BETTER APPLICATIONS
Strategy and Innovations Manager, Mobile Devices
KPN
15:00 Operator Perspective
Understanding Why Usability is the Key to Driving
MOBILE WEB DEVELOPMENTS
Successful Application Uptake
• Examining the role of application integration
09:50 Operator Perspective • Keeping the customer in control
Delivering a Rich Mobile Internet Experience • Avoiding the “surprise” factor
• Encouraging the development and use of mobile internet • Overcoming the disclaimer challenge and billing issues
• Breaking down the barriers of mobile application development
Franklin Selgert
• Optimising the small screen through customisation
Senior Innovation Manager
• Working with key internet and content players to improve the mobile
KPN
internet space
Dr Oliver Schmitt 15:40 Afternoon Tea and Networking
Mobile Data Marketing and Sales Manager
O2 16:00 Operator Perspective
Exploring Strategies to Deliver Highly Valuable Services
10:30 Morning Coffee and Networking to End Users
• Facilitating the initiation of mobile applications
10:50 Operator Perspective • Enabling a convenient interaction with mobile services and portals
Optimising the Mobile Internet Experience through Web 2.0 • Providing the user with highly relevant information and service offerings
• Examining current mobile browsing and download trends Kilian Schlöder
• Using open source to improve mobile internet capabilities Project Field Manager
• Assessing the effect of new market entrants Deutsche Telekom
• Analysing the key factors that will improve web 2.0 for mobile devices
David Pollington 16:40 Operator Case Study – TeliaSonera
Senior Manager, Terminals Research Increasing Customer Usability by Launching White
Vodafone Label Clients
• Making services available as clients (e.g. mobile TV and messenger)
EXAMINING THE PERCEPTION AND REALITY OF THE USER • Key menu and usability challenges
EXPERIENCE • Effect of re-configuring terminals to a higher degree
• Lessons learnt
11:30 Operator Perspective Fredrik Backner
Exploring the Perception of User Experiences and Services Director, Content Business Development
Delivered TeliaSonera
• Overview of human machine interfaces
• Exploring the changing user experience MOBILE AND HOME CONVERGENCE
• Helping the user reach services wanted
• Capability of using the device on multiple networks (convergence) 17:20 Operator Perspective
Alard Weisscher Enabling Converging Experiences between the Home
Customer Insight Specialist Environment and Mobile Devices
Vodafone • Increasing mobile device interaction with the desktop
• Delivering a holistic experience and improving usability
12:10 Analysing the Current Mobile Content Experience • Developing applications that increase customer usage
• Usage measurement across various devices • Threats and opportunities for mobile operators and service providers
• Assessing the user experience across different content types Pierfranco Rodi
• Perceived QoS and usability in different segments Senior Researcher
• Capitalising on key findings to differentiate services and gain Telecom Italia
competitive advantage
Alistair Hill 18:00 Chair's Closing Remarks and End of Conference
Analyst
M:Metrics

12:50 Luncheon
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Fax: +44 (0) 161 968 9310
Email: marcusevans@travelocity-business.co.uk
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Evolving Mobile Applications and Usability 2008

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CONFERENCE: EVOLVING MOBILE APPLICATIONS AND USABILITY 2008

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DATE(S): 4TH–6TH JUNE 2008

VENUE: MADRID, SPAIN Contact: Ben Hillary

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