CEO Perspectives – “ Digital Content and Services”

Reinventing The Mobile Internet

This presentation will shed light on how to enable and lead the global mobile ecosystem. As the opportunity for Internet players, mobile operators and mobile device manufacturers is growing at an unprecedented pace, there is a need to reinvent mobile communication to reach and engage consumers, and to define the key elements necessary to provide compelling mobile experiences. David will also provide a perspective on market trends and revenue strategies for Asia.

David Ko, Managing Director and Vice President, Yahoo! Connected Life, Asia Pacific

Mobile Broadband - Bringing True Value to Customers: An Operator's Perspective

StarHub will share its experience in building, rolling out and marketing its mobile broadband service in Singapore, as well share its vision to deliver the next generation of mobile broadband services across the island.

Adit Harinasuta, Head of Services and Solutions, StarHub

Using Device Management to Mobilize the Internet

Mobile operators and service providers are promoting increased mobile internet activity with new, compelling services as a route to meet increasingly diverse customer needs and drive new revenue streams. The flexibility to customize handsets and services delivered to customers is critical in capitalizing on the mobile internet opportunity. Operators must be able to seamlessly deliver and manage a host of new applications and services targeting both consumer and enterprise market segments, and running on an increasing number of device types over both traditional and new networks, including WiFi and WiMAX. This session explains how Device Management (DM) technologies can drive up adoption of mobile data services and applications through seamless service provisioning, remote support, over-the-air application management and control, and customer experience measurement. It shows how the ability to distribute and update mobile applications, remotely pinpoint problems and issues, and proactively manage application settings and policies, play an important role in delivering a true mobile internet experience.

Matt Bancroft, Chief Marketing Officer, MFORMATION

Mobile Advertisement – New business models for mobile operators in maturing markets

Advertising opens growth opportunities in a flat rate world for basic services - so, why is mobile advertising attractive and what are the potentials? What can be the role of mobile operators in the mobile advertising value chain? What are the challenges and competitors? How does mobile advertising fit into the Web 3.0 service world and into the world of converged media? Is mobile advertisement a suitable business model for the Asian markets? The presentation discusses a real live Use Case, Mobile Advertising at a leading European mobile operator.

Stephan Dieter, Managing Consultant, Detecon Consulting

Mobilising Retail Brands

With the advent of high-speed mobile networks and a new generation of feature-rich mobile phones, major retail brands should be looking to develop their own mobile web strategies independent of the mobile phone carriers, making their presence felt direct to mobile users. The mobile phone of today can offer a rich multi-media experience and enabling entirely new ways for brands to convey their message. On Device Portals, mini Java applications that can be installed by the user on most new mobile phones provide a way for brands to develop new relationship with their customers. New video players are becoming available that will allow mobile phone users to transcode existing Internet videos on-the-fly while Bluetooth and WiFi access networks can enable event and location-based strategies. Mobile advertising is set to become a multi-billion dollar industry.

Maurie Dobbin, Managing Director, TeleResources Engineering

Gone is the era of interruption based marketing and advertising... anytime, anywhere, always on, always available... mobile is enabling the marketer to engage with their consumer like never before. Join the Mobile Marketing Association to discuss: How to engage mobile successfully? How can mobile be integrated into traditional and digital media? How do brands effectively use creative to launch successful mobile initiatives - and what mobile media types have been utilised most successfully? These industry leaders will explore the role the Mobile Marketing Association has played in developing our global mobile marketing industry, the role of guidelines and best practices as well as share, first hand, what works and what doesn't using global case studies and examples.

Moderator:
Jimmy Poon, Managing Director, Púca (China)

Panellists:
Emmanuel Allix, Director, Group M
John Maguire, General Manager, Asia-Pacific, CRE8 Limited
Matthias Kunze, Director, Mobile Monetization, Yahoo! Connected Life, Asia

Personalisation of Navigation to Enhance the Mobile User Experience

We see a future where more useful map content will be easily transferable to mobile devices, and more widely used to facilitate local search. Applications from local search to gaming, field services to mobile workforce management, consumer to enterprise, and web to wireless, will be enhanced by the ability to show maps and offer context based on location information.

• Introduction to location-based and location-aware applications
• Future & personalization of digital maps
• What to consider before building a mapping-enabled application; Strategy for updating mapping content and applications
• Real-world examples

Mark Steele, Chief Operating Officer, APAC, Tele Atlas Asia-Pacific Pte Ltd

The New Face of Usability

Improvements in network speeds and device capability have put the user experience at the forefront of consumer expectations. 2008 is likely to see rapid development of smartphone user interfaces (UIs) resulting in a slew of device releases. There will be more pressure to build unique and compelling UIs as a key competitive advantage for operators and handset manufacturers to attract both consumer and business users. Personalization of services and applications is a component that companies can leverage for financial opportunities. Going beyond just ‘pretty’ interfaces, developers must rethink how UI improvements will further push the boundaries of software integration, and impact how users experience integrated business and personal services. Those that can find innovative breakthroughs will be able to reap the rewards from this opportunity. John will provide an overview of what the next wave will look like in this mobile evolution and what it means for the industry, for both developers and users.

John Starkweather, International Director of Product Management, Microsoft

Case study: Maximising the Mobile Lifestyle of End Customers

Maxis Malaysia selected the paybox Mobile Wizard to maximise the mobile lifestyle of its over 8 Mil subscribers. The service delivery platform is a comprehensive, integrated portfolio of best practice solutions - turning prospective customers into loyal customers as efficiently as possible to increase profitability along each phase of the customer development lifecycle. With Mobile Wizard, Maxis sets up, launches and tracks new mobile services through one platform to speed up time-to-market of new products, hence improving marketing efficiencies and user experience.

Eckhard Ortwein, Chief Executive Officer, Paybox Solutions AG

End of Day One of Mobile & Interactive Services Stream

Capitalising on Content Delivery and Personalisation

Offering personalized content and targeted, interactive services will gain customer loyalty and increase revenues. These services draw on the inherent advantages of operators, namely customer preferences and access speed of their networks. For mobile operators, the key is diversity in their offerings and the ability to create a compelling consumer experience.

• Services that will be the most popular in Asia – location-based services, parental controls and content recommendations and delivery based on user-generated profiles.
• Examining how to use the advantages of the operator network to deliver these services across multiple devices and channels.
• Analyzing revenue models for the services – which should be fee-based and which should be offered as part of the operator’s core offerings.

Simeon Coney, Vice President of Strategic Development, AdaptiveMobile

Mobile Entertainment – Key Revenue Driver

Mobile data and content services is an ever growing business with huge potential as is reflected by the diverse players all vying for this market. More consumers are using their mobile phones for everything from SMS news alerts to viewing video clips. Content and entertainment services form a major chunk of the mobile operator’s data revenues and will continue to be a key driver with the deployment of next generation commercial networks.

• Content in any network – future beyond the carriers
• Bringing the internet experience onto the mobile
• How to best sell mobile entertainment to average customers
• Using the right business models to enjoy successful market expansion

Mahesh Prasad, President, Applications Solutions and Content Group, Reliance Communications

Rich Communication Suite (RCS) initiative - "Working together to commercialize rich communication".

The Rich Communication Suite initiative is a constellation of operators from all over the world and leading infrastructure and handset vendors, working
together to secure commercialization of rich IMS based communication services such as Enriched Call, Enhanced Phonebook and Enhanced Messaging.
The objective is to proactively establish interconnectivity between operators globally and secure interoperability between all major vendors to
speed up and facilitate the adoption of these mass market services. During the presentation, Dr. Masami Yabusaki will present the ongoing activities
within the RCS Initiative, as well as perform a live demonstration of the RCS features.

Dr. Masami Yabusaki, Vice President, IP Core Network Development, NTT DoCoMo

Consumer Demand for Services － Drivers for Next Generation Mobile Networks (NGMN)

• Assessing the opportunities and challenges brought about by the growing demand of the mobile market, especially with the introduction of new multimedia value-added services
• Forecasts and comparisons made among alternate technologies such as HSPA ＋ , LTE, WiMAX and UMB
• Examining the strategy of mobile operators to migrate their UMTS network to NGMN and how the NGMN solution creates the opportunity to succeed
• Evaluating the cost of migration and the ROI analysis of migration strategies
• Enabling the co-existence of NGMN with other networks and the facilitation of smooth migration

Donglin Shen, VP Wireless Technology, ZTE USA Inc.

The Next Frontiers in China and India

• Scoping and bridging the chasm in mobile telephony between major metros, lower tier cities and rural China and India
• Contrasting purchase habits and choice drivers between major metros and lower tier cities, and understanding the strategic go-to-market implications
• Leveraging applications to create depth and boost ARPU in major metros, drawing from learnings in developed markets
• Identifying the telco brands best positioned to succeed in China and India as these news frontiers are breached, and what we can learn from them

Hanis Harun, Executive Director, Telecommunications Industry Practice Group, Asia Pacific, The Nielsen Company