Conference Agenda
Tuesday, 16 November, 2010
App Planet Forum
Mobile applications are the subject of the new gold rush, with players from across the whole ecosystem panhandling for riches. Like California in 1849, some will strike it rich, some will do reasonably well and some will lose everything, but what decides which category you fall in? This one-day stream, aimed squarely at the mobile developer, will give an unrivalled insight into the common success factors exhibited by those that have struck it rich and highlight the perils that await the unwary.
Truly, 2010 is the year of the mobile developer. This is the year that the balance of power shifts to those with the creative skill, technical knowhow and above all, the strategic marketing savvy to create a commercially successful app. The App Planet Forum will arm mobile developers with an independently validated strategy on the best way to go to market, to maximise revenue and how to effectively leverage partnerships across the whole ecosystem.
Thursday, 18 November 2010
Applications
10:45 – 12:15
The success of Apple and their App Store continues - as a consequence we are seeing the rise of a variety of these application marketplaces from mobile operators, platform providers and handset manufacturers, amongst others and fragmentation becomes a significant issue.
This session will examine the impact of fragmentation and strategies to counter it. It will also delve into the latest innovations available to developers and how these are impacting the consumer, as well as pertinent issues such as pricing and marketing, channels to market and delivery mechanisms and how to get the application experience to the mass market.
Mobile Broadband
10:45 – 12:15The Mobile Broadband market is evolving rap¬idly, fuelled by the arrival of many new types of devices. It remains a huge growth opportunity with analysts predicting that up to 2 billion subscribers will utilise Mobile Broadband services over the next 5 years.
Flat-rate data plans have stimulated data usage at a time when the idea of using data services on mobile was a new experience for most people. Since then, the world has seen an explosion in data usage, with social networking sites driving much of the traffic. It is now time to monetise this traffic.
With a number of the largest operators in the world announcing their intention to scrap unlimited data plans, this session will explain the business model for Mobile Broadband and the pricing options for the mobile operator.
The Mobile Broadband market is evolving rap¬idly, fuelled by the arrival of many new types of devices. It remains a huge growth opportunity with analysts predicting that up to 2 billion subscribers will utilise Mobile Broadband services over the next 5 years. Flat-rate data plans have stimulated data usage at a time when the idea of using data services on mobile was a new experience for most people. Since then, the world has seen an explosion in data usage, with social networking sites driving much of the traffic. It is now time to monetise this traffic.With a number of the largest operators in the world announcing their intention to scrap unlimited data plans, this session will explain the business model for Mobile Broadband and the pricing options for the mobile operator.
Embedded Mobile
10:45 – 12:15The massive uptake of global embedded mobile devices is widely anticipated and predictions vary from 180 million connections by 2012 to 50 billion by 2020. Although numbers vary significantly, the key message remains - as "human" connections reach saturation point, future growth of mobile telecommunications will come from "things" instead of people.
What can we learn from current deployments in terms of the key business aspects of these services: scalability, profitability, compatibility, compliance, distribution and customer care?
In this session, we will present a number of operator, vendor and enterprise case studies from different vertical segments that are heavily involved in embedded mobile business covering the areas of green technology, consumer electronics, automotive and utilities
Mobile Money – Part One
10:45 – 12:15With over 80 deployments already live across the globe the question is no longer whether there is a market for mobile money, but how profitable can these services be?
This session will attempt to answer this question with a discussion of how to develop the right business model - one that maximises the opportunity to create a profitable mobile money business within each market. In addition, through presentations and a final panel discussion, the session will cover the importance of finding the right value proposition, what partnerships are key and how to define the right implementation road map for a successful mobile money service.
Mobile Advertising
13:45 - 15:15We are at a tipping point for the mobile advertising and marketing segment. Behavioural analytics and consumer data are now available to those that want them. Media planners and buyers can now see the likely return on their investment and the marketplace is littered with stories of enormous conversion rates off the back of small investments. However, consumers are still wary of mobile advertising impinging on their personal space, despite the compelling evidence that permission-based marketing delivers positive results.
This session will highlight the best-in-class mobile advertising campaigns from across the Asian region, focusing on their common success factors and identifying future trends, throwing out the more interesting and diverse challenges that advertisers have to address correctly and quickly to avoid being sidelined by a new type of competitor.
Network Capacity
13:45 - 15:15We are now familiar with graphs and articles detailing the exponential growth of data consumption on today's smart phones and intelligent wireless devices. However, what is at the implication of this growth on the operator networks and how much traffic is too much?
Solutions to address this problem such as data throttling using policy control functions, Wifi offload and the use of unpaired spectrum are all being examined by the operator community. This session will look at these solutions and how operators can save on network costs while delivering the required bandwidth to users.
Mobile Health – Part One
13:45 - 15:15The challenges to bring mHealth services to the mass market are still significant and the creation of a strong and collaborative ecosystem could be the only way to overcome them.
This session will discuss the key challenges that are preventing mHealth from becoming a mainstream business, including: a lack of collaboration between key stakeholders, concerns around the privacy of digital medical records and technical certification during the mobile device R&D process. During the session, case study presentations and a closing panel discussion will explore these key challenges and how to overcome them.
Mobile Money – Part Two
13:45 - 15:15Following on from Mobile Money - Part One, this session will provide a closer examination of the key business challenges faced when developing a profitable Mobile Money service.
Solutions to these challenges will be provided through case study presentations highlighting the different implementations of successful mobile money services and the key elements of each, including: how to convert registered customers into active users of a service; how to manage the networks of financial agents; and how to exchange the range of mobile services beyond domestic P2P or bill payments.
Mobile Publishing
15:45 – 17:15There is much uncertainty surrounding the growing mPublishing segment and the mobile strategy for many publishers remains unclear. Digital publications show clear potential, and the hype surrounding the iPad has cast new light on this growing market.
In Asia, the concept of mPublishing has been well established for the last three years. Both China and Japan have shown strong growth in this area with mobile network operators at the centre.
This session will examine the emerging business models within mPublishing, drawing on the experience of both Japan and China to support a strategy for mPublishing with the operator at the centre.
Mobile Health – Part Two
15:45 – 17:15The ways that mobile technology can improve the delivery and reach of healthcare services are many, from the prevention and treatment of chronic diseases and remote monitoring to the provision of educational campaigns and the digitalisation of medical records.
The rate of technological advancement in the area of mHealth is tremendous and there is no question of the differences that technology and the growth of innovative devices can make, in both developed and emerging markets.
This session will cover the impact of the latest technological developments within mobile health, exploring the essential business models for the global realisation of mHealth services and discussing the increased role of new, intelligent devices.
Mobile Government
15:45 – 17:15The ubiquity of mobile phones in today's society has led to many new developments in the way governments connect with the population. Many governments are leading the way in this growing area as mGovernment becomes an established and recognised practice.
This session will focus on two aspects of this dynamic space – mEducation and mDemocracy. It will provide an overview of each discipline, demonstrating how mobile technology is improving both areas, highlighting the business opportunities and challenges for the mobile industry and showcasing the latest developments, ideas and applications within these fields of mGovernment.
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