Conference Agenda
Day One, Wednesday 25 March, 2009
Registration and Refreshments
08.30
IPTV Keynote Session: Innovating the IPTV Experience
9-10
- Christopher Schlaffer, Chief Innovation Officer, Deutsche Telekom Group
IPTV Keynote Session: Multimedia and Convergence & Regulation: Putting the Customer at the Centre of the New Competitive Landscape
- Christophe Forax, Member of the Cabinet of Viviane Reding, Responsible for Audiovisual, Media, Internet; and Network & Convergent Services
IPTV Keynote Session: The Individual TV Experience
- Eric Cooney, Head of Solution Area TV/CEO, Tandberg Television
Networking Break
10.00
Chair’s Welcome and Speed Networking
10.50
- Mike Short, Vice President Research & Development, O2, UK
THE GLOBAL OVERVIEW: LESSONS LEARNT AND THE TECHNOLOGICAL OUTLOOK
Industry Overview
11.00
- What is providing resistance to expected take-up of mobile TV and how is it being addressed?
- From cellular streaming to broadcast - taking tentative steps in video and TV
- Gian Paolo Balboni, Head of Innovation Trends, Telecom Italia
The Austrian Example: DVB-H Rollout Success and Looking to a Hybrid Future
11.25
- Austrian regulatory framework: a blueprint for DVB-H license tender?
- Establishing a collaborative end-to-end business model with built-in flexibility and understanding players’ roles in the value chain at an early stage
- Euro 08: rolling-out services according to demand and the risk of a single host feed
- Assessing the viability of convergence of cellular and broadcast services for enhanced mobile TV offering
- Christian Hapsl, Senior Product Manager, Mobile TV, 3, Austria
Early Adopters and Next Generation Technologies: the Korean Perspective
11.50
- Getting a return on investment
- What do customers want to watch on their phones and how much are they willing to pay?
- Case studies of mobile TV in Korea
- Lessons learned : Content, Terminal, Network, User behaviour
- Dr Young-Kil Suh PhD, CEO, TU Media Corporation, South Korea
INTERACTIVE PANEL DISCUSSION
Analysing Hybrid Solutions: Beneficial Convergence for Integrated Services
12.15
- How can cellular and broadcast be combined to maximize coverage and overcome spectral limitations of DVB-H?
- How can different content requirements be fulfilled with a hybrid approach?
- Can coherent integration be optimized for interactive services?
- Does merging of cellular and broadcast achieve the ‘long tail’?
- Chair: David Stansell, Principal Consultant, PA Consulting, UK
- Christian Hapsl, Senior Product Manager, Mobile TV, 3, Austria
- Gian Paolo Balboni, Head of Innovation Trends, Telecom Italia, Italy
- Chem Assayag, Business Development Director EMEA, Qualcomm MediaFLO
- Bosco Eduardo Fernandes, Mobile TV Working Group Chair UMTS Forum
- Espen Erikstad, CTO, Rubberduck Media Lab, Norway
Lunch
12.50
MOBILE ADVERTISING A REALITY! EXPLOITING MOBILE MEDIA SPACE TO MONETIZE MOBILE TV
The Realities of Making Mobile Advertising Work
14.10
- Offsetting low ARPU with new advertising revenues
- Off-portal or on-portal? Negotiating the role of MNOs in finding the most effective route to users
- Bringing down barriers: the role of partnerships in mobile advertising
- Setting the rules for advertising in a one-to-one relationship - how much is too much?
- Name. Mobile Manager, Internet Advertising Bureau, UK
INTERACTIVE PANEL DISCUSSION
Weighing up Considerations, Overcoming Challenges and Maximising Opportunities in Mobile Advertising
14.35
- Beyond pre-roll and banners - how can advertisers innovate for new platforms and new markets?
- Measurability of subscriber behaviour and usage: how can chipset tracking be exploited?
- What are the initial indicators of brand metrics?
- Exploiting hybrid solutions to know your viewer better
- Exploiting the true functionality of mobile: location, immediacy and personalized communication
- Scott Seaborn, Head of Mobile Technologies, Ogilvy Group, UK
- Patrick Parodi, CMO and GM, EMEA, Amobee
- Tim Hussain, Head of Mobile Advertising, BSkyB, UK
- Mark Slade, Managing Director, 4th Screen Advertising, UK
- Mick Rigby, Chairman, Yodel Digital, UK and Co-Founder, Monkey Communications, UK
Understanding the Mobile TV Audiences
15.05
- The Innovative Millenials: are the tech-savvy 16-25 year olds the market to target for mobile tv?
- Combining what we know about TV habits with what we know about mobile habits
- Analysing divergent regional consumer habits - the relevance of cultural identity
- Content for viewer groups
- Alistair Hill, Associate Analyst, ComScore M:Metrics, UK
UNDERSTANDING REGULATORY FRAMEWORKS
Regulatory Framework and Business Models as Key Issues Towards Mobile TV Mass Markets
15.30
- What can we learn from established regulatory frameworks in advanced markets?
- Which generic business models can be seen today?
- Case studies: Country-specific commercial business model implementations
- Professor Claus Sattler, Executive Director, Broadcast Mobile Convergence Forum, Germany
Break
15.55
The German Perspective: Regulatory Lessons Learnt and Questions Asked
16.45
- DVB-H vs DVB-T: the cost benefits of using existing infrastructure
- Regulatory difficulty and the presence of neutral actors in the value chain. Will there be new applicants for media licences focused on mobile?
- National rollout vs regional, local mobile TV services
- Ronan de Renesse, Senior Analyst, Head of Mobile Media, Screen Digest, UK
Re-evaluating Cellular Mobile TV Possibilities
17.10
- Solutions at lower capex and opex with MBMS technology
- Allocating spectrum dynamically according to content delivery and user demand
- Does 3G network sharing facilitate the takeup of cellular Mobile TV?
- Optimising content provider relationships to drive revenue from niche and mass markets
- Bosco Eduardo Fernandes, Mobile TV Working Group Chair UMTS Forum
China: the Effect of Live Events on Mobile TV Takeup
17.35
- Olympic overview: analysing the peak of mobile tv viewing in China
- Global impact of worldwide events - emerging market interest and preference for live free tv
- Minimising the inevitable post-event trough - using realtime events as a launchpad for long term services
- What will cause the tipping point for mobile tv adoption?
- Lin Sun, President, ChinaNex, China
Close of Conference followed by IPTV Awards
18.00
Day Two, Thursday 26 March, 2009
IPTV Keynote Session: Content Consumption in the Youth Market
9-10
- Myles MacBean, Vice President Technology and Operations, Disney Interactive Media Group
- Rik Missault, Vice President, Multimedia & Ventures, Carrier Business Group, Alcatel-Lucent
- Stephen Nuttall, Director, Sky Broadcasting’s Commercial Group, BSkyB
IPTV Keynote Session: Credit Crunch Investment Challenge Session: IPTV - Where do the Good Opportunities Lie?
- Simon Cornwell, Partner, Amadeus Capital
- Julie Meyer, CEO, Adriane Capital
Networking Break
10.00
Chair’s Introduction
10.50
- William Cooper, Founder & Chief Executive, informitv
ENSURING ROI WITH THE RIGHT CONTENT AT THE RIGHT PRICE
Nordic Case Study: Minimum Spend, Maximum Gain
11.00
- Using third-party mobile solutions to reduce capex and opex in developing applications for mobile content
- Internet goes Mobile - The Mobile keeps you online
- ‘Extreme mobile blogging’ and the importance of user-generated mobile video to capture the youth market and reduce marketing cost - Telenor strategy
- What are the limitations on UGC as a market opportunity?
- Magnus Forsbrand, Founder and CEO, Forsbrand Telecom; Former Deputy CEO of Vodafone Sweden
INTERACTIVE PANEL DISCUSSION
Is Pay Mobile TV Viable?
11.25
- The pros and cons of an ‘all you can eat’ flat-rate data plan: who needs unlimited access?
- Who pays the bills? Understanding the parent-funded youth market
- Value perception: cameras, FM radio, why not TV? Reviewing the roadmap of free-service adoption
- New value chains for mobile content: Can operators avoid ‘dumb pipe’ syndrome in providing web access?
- Chair: David Stansell, Principal Consultant, PA Consulting, UK
- Sean Kane, Global Head of Mobile, Bebo
- Ronan de Renesse, Senior Analyst, Head of Mobile Media, Screen Digest, UK
What Content Compels the Viewer to Stay Tuned? - BROADCAST FOCUS
11.50
- Short-term event-based programming
- Traditional TV content: the role of recognisability and brand in driving adoption
- Developing a multi-platform commissioning strategy
- Mobile-first vs place-shifted content
- Melissa Goodwin, Head of Mobile, ITV, UK
INTERACTIVE PANEL DISCUSSION
What Content Compels the Viewer to Stay Tuned? - CELLULAR FOCUS
12.20
- HSDPA channel streaming for niche communities as complementary to limited but wide appeal broadcast
- Shorter, sharper and on-demand - made-for-mobile and recast content
- The role of user-generated content: making interactivity and your one-to-one relationship with the viewer central
- Cross-boundary channels
- Exploiting hybrid solutions to know your viewer better
- Premium adult content
- Ian Mullins, CEO, Yamgo TV
- Julia Dimambro, Managing Director, Cherry Media, Spain
- Ferhan Cook, Co-founder, Any Screen Productions, UK
- Ben Lister, Business Development, Mobile and New Platforms, Channel 4, UK
Lunch
12.50
THE THREE STEPS TO DRIVING UPTAKE : MAKING YOUR CONTENT KNOWN ABOUT, DISCOVERABLE AND USABLE
Marketing Mobile TV: Driving Up Your Viewing Figures
14.15
- Who should drive service marketing when content is part of a package?
- Driving adoption through word-of-mouth - the value of in-store selling, hands-on experience and peer recommendations
- Capitalising on your existing brand relationship with your consumer - learning from major content brands and MVNOs
- Anil Malhotra, SVP Alliance and Marketing and Co-Founder, Bango, UK
Getting to the Content: Reducing the ‘Hassle Factor’ in Accessing Services
14.40
- Offering a single user interface for all content from linear broadcast to WAP video. One-click service?
- Overcoming the challenge of browsing, retaining information and selecting content on a limited display space
- Achieving seamlessness in channel flicking, avoiding overheating and remembering the headset
- Who should provide ‘viewer care’ when things go wrong? - Learning from the customer service relationship between operators and subscribers
- Bjorn Bunte, Senior Product Manager Broadcast TV, Nokia, Germany
INTERACTIVE PANEL DISCUSSION
Handsets: Assessing Availability, Functionality and Interoperability Issues
15.05
- Multistandard chipsets: a solution to economies of scale?
- The 3G iPhone: large memory, low battery use, high quality widescreen display, multiple delivery methods and access to content - the answer to broadcasters’ prayers?
- Google Android: open software platform for mobile and the HTC Dream
- Nokia, N96 and a new mobile tv channel
- Reducing capex and opex with interoperable solutions
- Azzedine Boubguira, VP Marketing & Business Development, DiBcom, France
- Bjorn Bunte, Senior Product Manager Broadcast TV, Nokia, Germany
- Erik Kruse, Strategic Marketing, Ericsson, Sweden
Delivering a High Quality Viewing Experience to your Viewer
15.35
- Listening to the expectations of an audience used to LCD and HD quality
- Negotiating limited display real estate and enhancing the small-screen DVB-H experience
- Assessing new technology: multistandard java and optimized server delivery across varying network conditions
- Eliminating barriers to total immersion - from missing the bus stop to theft risk
- Erik Kruse, Strategic Marketing, Ericsson, Sweden
Break
16.00
NEW WORLD, NEW RULES : MANAGING LEGAL CHALLENGES AND RELATIONSHIPS AS MOBILE, WEB AND BROADCAST COLLIDE
Legal Challenges facing Operators, Broadcasters and Content Providers
16.40
- Negotiating new agreements for broadcasting on the mobile platform
- Achieving multi-territory rights clearance for mobile
- Understanding conditional access and DRM options for mobile content
- Helen Anderson, Associate, Denton Wilde Sapte LLP, UK
INTERACTIVE PANEL DISCUSSION
Learning to Work Together: How the Value Chain can Deliver Value with Effective Collaboration
17.05
- How have broadcasters and telcos forged effective partnerships?
- How have content providers and distributors forged effective partnerships?
- Should operators and content providers have exclusive relationships?
- No-one owns the consumer - understanding the symbiotic relationship of your relationships
- Professor Claus Sattler, Executive Director, Broadcast Mobile Convergence Forum
- Melissa Goodwin, Head of Mobile, ITV, UK
Making Subscription Mobile TV Pay Off
17.30
- Maintaining perceived value of paid content after the novelty factor has worn off - driving adoption by making Mobile TV a ‘life habit’
- Delivering a combinational approach: wrapping up short-form video, linear broadcast content and advertising-supported WAP video in a single price plan
- Luring the viewers with premium packages offering extra mobile content
- Assessing single-purchase options and micropayments for VOD
Close of Event
17.55
