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New Directions In Mobile (NMK)

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When: October 3rd, 2006
Location: 01Zero-One, Hopkins St, Soho, London W1F 0HS.
Price: £80.00 Reduced to £50.00 if you are eligible for a discount.
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There's no denying mobile's huge impact on the economy, communications, entertainment and social interactions. The development of content and services for mobile is a major growth industry. This afternoon event will examine some of the key developments in mobile: how mobile and wireless technology has changed the way we do things, relevant and unobtrusive marketing, trends to watch and future opportuntities, and key innovations and business models...

NB: In the last day prior to the event we are accepting payment by credit / debit card ONLY. Please select this option on the booking page. Thank you.

Nobody likes spam especially on their mobile, nobody wants to be pestered by intrusive and uninvited scamsters. Is this the best we can hope for from our portable friend? Can the mobile be a valuable marketing channel for brands without alienating the customers they so dearly want to engage with? Where next for mobile content and services?

The development and proliferation of the mobile phone has been one of the defining technological developments of our time. There’s simply no denying the huge impact that the mobile has had on the economy, communications, entertainment and on social interactions. The development of content and services for mobile is a major growth industry.

With more and more businesses incorporating mobile into their marketing mix, is mobile the right place right time medium that marketers dream of? How can businesses stay abreast of consumer behaviour and make the most of the business opportunities that mobiles present?

This afternoon event will examine some of the key developments in mobile: how mobile and wireless technology has changed the way we do things, trends to watch and future opportuntities, and key innovations and business models.

SESSION 1: Mociology and Mocio-economics

Mociology relates to how mobile and wireless technology has changed the way we do things: downloading realtones and caller tunes to personalize our phones, using location based services to find a restaurant or find out what’s on at the local cinema, or watching the day’s goals on a Saturday afternoon. What are the business models that allow us to monetise consumers’ use of and interaction via their mobile devices. Is the growth of mobile content being hindered by both unrealistic business models and interoperability?

• Why will consumers pay more for mobile content and services (such as mobile Instant Messaging) than its online counterpart?
• Does the current range of content business models favour the mobile networks, rather than facilitate the needs of consumers and content distributors alike?
• Is the uptake of content hindered by the lack of a broadband-style model for downloading – where you get more or less unlimited usage for a flat fee?
• Are location based services - which allow mobile targeting via contextual search based on not only where you are but also what you are doing - the cash machine that will drive mobile revenues and the service that can match SMS as mobile’s killer app?
• Are the myriad platforms, formats and phones forcing consumers to side load content from the internet, rather than accessing it directly to their wireless devices?
• Is i-mode the Betamax of mobile? A great platform to deliver content, but likely to be usurped by other mobile content platforms because it’s inoperable across networks?

Mociology & The Mobile Zeitgeist: Paul Walsh - CEO, Segala
Business models for mobile content and services: Helen Keegan - MD, Beep Marketing
Mobile innovation: Steve Flaherty - Founder, Keitai Culture

SESSION 2: Mobile & The Real World

The consumer gets what the consumer wants, as the old adage goes. But what do consumers really want from their phones and how are these requirements being met by real businesses?

Case study: Richard Hurring – Marvellous Mobile
Paul Goode - VP Product Development & Senior Analyst, M:Metrics
Alfie Dennen - Co-founder, Moblog UK

ENQUIRIES:
For any enquiries regarding this event please email marketing@nmk.co.uk

About the Speakers:

CHAIR: Hilary Kelsh
With over 15 years experience in the creative and digital communications industries; the last 8 focused on business development through sales, marketing and pr; Hilary brings a wealth of both practical and strategic knowledge to businesses wishing to grow and consolidate. Hilary recently completed contracts with View and FRUKT. Prior to FRUKT Hilary was Business Development Director with agency.com. In an ambassadorial role she represented agency.com’s London office at several industry events among which were The Marketing Forum 2004, Forrester Conference, NMK, 01ZeroOne – Creative Learning Lab at Westminster Kingsway College and BIMA.

Paul Walsh - CEO, Segala
Paul is the co-founder and CEO of Segala, a leading authority and provider worldwide for web accessibility and mobile content trustmarks, testing and certification services. Paul is Segala's W3C advisory committee representative, a member of the mobile web initiative steering council and sponsor of the W3C's first incubator activity initiative to develop content labelling standards for the web. He is also Chair of BIMA (British Interactive Media Association), a trading association for the interactive industry.

Helen Keegan - MD, Beep Marketing
Helen has 10 years experience in retail followed by 5 years in marketing. With 3 years, hands-on experience in mobile marketing, she runs Beep Marketing a mobile marketing consultancy. Beep provides mobile campaign management, consultancy and various courses in the art and science of mobile marketing. Helen also runs the mobile marketing course for the Institute of Direct Marketing and is a guest lecturer at the University of Westminster.

Steve Flaherty - Founder, Keitai Cullture
A qualified engineer with 16 years experience in high technology marketing, Steve Flaherty is now developing an independent mobile data & wireless consultancy Keitai Culture, specialising in creating and delivering mobile innovation. Prior to founding Keitai Culture, Steve held a number of key positions within the high-technology industry. These included business consultant at Cable & Wireless, UK general manager for Taiwan's Behaviour Technology Corporation and head of Mobile Data & Wireless for both Rare Technology and Red Hot Chilli.

Paul Goode - Vice President, Product Development, M:Metrics
Most recently, Paul served as Director, Managed Developer Programs for Metrowerks. Paul came to Metrowerks from Motorola, where he oversaw the entertainment server group, which delivered Motorola’s hosted java and entertainment platforms. While in this capacity, Paul was a founder of the Mobile Game Interoperability Forum, which he later merged into the OMA. Prior to his work with in the mobile development community, Paul co-founded Motorola’s m-commerce venture, PersonalOffer.com, which enhanced broadcast radio with real-time music sales and interactive advertising using voiceXML. At De La Rue (Oberthur), Paul worked with Motorola and the world’s leading financial institutions to create a two-slot mobile phone to reload electronic cash, which seemed a good idea at the time.

Richard Hurring - Commercial Director, Marvellous Mobile
Richard has over 16 years experience in mobile, much of this time at Vodafone. Whilst there Richard conceived and created Vodafone Target, the mobile marketing partnership programme run by Vodafone. Now at Marvellous Richard remains a mobile evangelist and pioneer, passionate about bringing brands to life on mobile.

Alfie Dennen, - Co-Founder, MoBlog UK
Alfie Dennen is a web developer working in both mobile and user generated content arenas. Socially motivated and user created sites such as moblogUK (www.moblog.co.uk) and We're Not Afraid (www.werenotafraid.com) show his interest in the power of the web and mobile to create social space and meaning. Alfie heads up business development at moblogUK.


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