2nd Annual Lbs And Local Search Forum 2009 - Sales

2nd Annual

Location Based Services and Local Search Forum 2009 Examining Revenue Maximising Strategies and Determining the Success of LBS Amsterdam, The Netherlands Sheraton Amsterdam Airport Hotel

The

13th - 14th January 2009

LBS market

LBS

is predicted to reach $447 million in 2009 Mobility is the single most important benefit of mobile communications. If ever there was an ideal market that could capitalise on the benefits of mobility, it has to be LBS

In the Chair: Simon Glassman

Director, Segment Marketing Wireless Tele Atlas

Your Expert Speaker Panel:

Key Highlights: • Orange explore how to market LBS successfully and review mobile location based advertising • H3G Italy discuss key success factors for LBS take-up • T-Mobile review the future of the social networking • Telecom Italia evaluate mobile navigation services and business opportunities • Vodafone establish how Mobile 2.0 is changing the face of LBS services • O2 examine evolving emergency initiatives with E-call • Yell discuss how local search marries with LBS

Key Benefits of Attending: • • • • •

Assess current LBS market developments Explore strategies to make LBS more attractive to customers Review the role of the operator in the value chain Address the success of an open business model Understand the importance of interoperability of applications

Raphael Goumot Director, Start-Up Programme Orange

Laurent Benveniste Director of Local Advertising Solutions Orange

Tony Reeve Manager of International Product Marketing T- Mobile

Ian Curran Head of Telematics and M2M Communications O2

Daniel Appelquist Senior Technology Strategist Vodafone Group R&D

John Brendan Riordan Senior Consultant Manager Swisscom

Carey Bunks Former Head of Mobile Yell

Ivano Costa Senior Manager Innovation and Business Development Telecom Italia S.p.A.

Hans De Bruijn Managing Director LBS Consulting

Andrew Scott Founder and CEO Rummble Kristof Van Den Branden CEO La Mosca Rory O’Neill Director Solutions and Alliances Marketing Blackberry (RIM)

Chris Cannacott Account Director Inside Mobile Dr Chris Drane CEO Seeker Wireless Simon Glassman Market Director, Wireless Tele Atlas

Jukka Hautala CEO Reslink Solutions Malte Schloen CEO Locr GMBH Mark Ellwood Partner Manager Reslink Solutions

Silver Sponsors Documentation Sponsors

conferences

Media Partner

telecoms series

Sponsor Profiles

Silver Sponsors:

Tele Atlas delivers the digital maps and dynamic content that power some of the world's most essential navigation and location-based services (LBS). The information is the foundation for a wide range of personal and in-car navigation systems and mobile and Internet map applications that help users find the people, places, products, and services they need, wherever they are. The company also works with business partners who trust its digital map data to deliver critical applications for emergency, business, fleet, and infrastructure services. Through a combination of its own products and partnerships, Tele Atlas offers digital map coverage of more than 200 countries and territories worldwide. The company was founded in 1984 and today has approximately 2,400 full-time staff and contract cartographers at offices in 24 countries and uses a sophisticated network of professional drivers, mobile mapping vans, and more than 50,000 data resources to deliver highly accurate and up-to-date digital maps. For more information, visit www.teleatlas.com.

Reslink is a Finnish software company that specializes in mobile phone solutions for proof-of-attendance and location-sensitive data capture. By using new technologies such as NFC phones and RFID tags, any organization can immediately prove where their employees went, at what time, and what they did whilst there. www.reslink.fi

The BlackBerry® solution allows users to stay connected with wireless access to email, data, phone, web and organiser features. With the BlackBerry solution, you can enhance the productivity and efficiency of your organisation by pushing data out to where it's needed most—your mobile workforce.

Documentation Sponsors:

Cellfind (Pty) Ltd (“Cellfind”) was formed in September 2003, with the goal of becoming the leader in GSM location based services for Africa. The company purchased a technology license from a UK-based company, MI-International, for a product that had been operating on 6 cellular networks in the UK since June 2003. This product is known as Mapamobile. Cellfind operates both active and passive location based services. Both MTN and Vodacom, South Africa’s largest cellular networks, support Cellfind’s active services such as Look4help. However, Vodacom is the only network in South Africa with the requisite Location Manager technology platform to support passive (tracking) location based services. Therefore, although the Cellfind services are designed to operate across all networks as they do in the UK, the South African services are currently restricted to the Vodacom

locr is a photo sharing community with a focus on geotagging. The locr software (for mobile phones, digital cameras, GPS data loggers and PCs) automatically tags photos with GPS data, shows their position on digital maps and generates for each photo descriptions of the locality. The locr online community enables users to upload photos, archive them in albums and swap them interactively with friends and acquaintances. For more details, see www.locr.com.

Seeker Wireless, the world leader in mobile location technology, is a privately held company founded in 2003 by pioneers of cellular location, with over 30 years of experience in the industry. Seeker’s innovative solutions enable their customers to deliver highly accurate location-based services, such as zone-based charging and localised mobile advertising.

Founded in 2000, UbiESt SpA is Italian leader provider of cartographic technologies and developer of mobile location based services for business and consumer markets. The company is Grand Prize Winner at NAVTEQ Global LBS Challenge 2008 with UbiSafe, a mobile service for emergency needs and GPS locating and tracking of familiars.

Complimentary accommodation booking service Should you require accommodation whilst attending a marcus evans conference, please do not hesitate to contact our accommodation agent Travelocity who will be more than happy to make a reservation for you. Please quote the name of the marcus evans conference you are attending. Tel: +44 (0) 161 601 4038, Fax: +44 (0) 161 968 9310 Email: [email protected] http://www.travelocity-business.co.uk/marcusevans

Business development opportunities 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: [email protected]

Day 1

Booking Line

13th January, 2009

Tel: +44 (0) 207 647 2390 Fax: +44 (0) 207 647 2249

08.30

Registration and Morning Coffee

14.10

09.00

Chair’s Opening Address

LBS: Marketing Innovative Services Through Partnerships with Start-Ups and Developers' Programmes • Why communities of developers are important to the LBS market evolution? From serving specific market needs to challenging dominant players • What's hot from LBS start-ups? Examples of innovative location-based services • How to develop and market 3rd parties LBS product and services? An operator's perspective: the Orange Partner programme • What are the ecosystem and success factors to deliver innovative services with 3rd parties? A new paradigm for LBS with the rise of APIs

Simon Glassman Director, Segment Marketing Wireless Tele Atlas

OVERVIEW OF THE CURRENT LBS MARKET 09.10

Operator Perspective Fulfilling User Needs for LBS • Understanding user needs for LBS • Reviewing the importance of the mobile phone • Interpreting user behavior to improve LBS service • Leveraging customer information to create a context driven service offering

Raphael Goumot Director, Start-Up Programme Orange

REVENUE MODELS

John Brendan Riordan Senior Consultant Manager Swisscom

14.50

Solution Provider Perspective Location-Sensitive NFC Phone Services • Who, where, when and what? • Proof-of-attendance and location-sensitive data capture • Benefits of a location-enabled NFC phone • Looking at use cases Jukka Hautala CEO Reslink Solutions

Mark Ellwood Partner Manager Reslink Solutions

10.30

Morning Coffee and Networking Break

10.50

Operator Case Study Telecom Italia and Mobile Navigation Services: Evaluating Business Opportunities and the Role of the Operator in the Navigation Value Chain • Highlighting the importance of the operator • The impact of 3rd party application developers on the role of the operator • Highlighting the factors pushing the carriers to increased openness • Assessing revenue-share models within the value chain

Laurent Benveniste Director of Local Advertising Solutions Orange 15.30

Afternoon Tea and Networking Break

15.50

Current and Future Advertising Models for Location Based Advertising • Understanding the great opportunity that location provides for mobile advertising • Successfully reaching the target audience, what they want and where they want it • How much advertising will the user accept? • The future of LBS targeting/advertising for Europe Chris Cannacott Account Director Inside Mobile

16.30

11.30 Establishing BlackBerry Applications that Delight Customers During the session we will demonstrate applications that provide location based services to Enterprise and Consumers that run on BlackBerry, including: • Location Based Services on BlackBerry • Presence and mobile commerce – the new retail • Personal safety applications

Moderated by: Malte Schloen CEO Locr GMBH

Rory O’Neill Director Solutions and Alliances Marketing Blackberry (RIM)

On the Panel: Luigi Cappel Sales and Marketing Manager GeoSmart Maps Ltd

PARTNERSHIPS, ECOSYSTEMS AND 3RD PARTY DEVELOPERS

Laurent Benveniste Director of Local Advertising Solutions Orange

Application Developer Case Study Discussing Real World Challenges for Applications Developers and LBS Consumers • Demands of users in the real world • The future: Location based information overload • Navigating the location API jungle • How do consumers utilise an LBS applications in the wild?

12:50

Andrew Scott Founder and CEO Rummble Lunch

13:50

Coffee and Networking Break

Interactive Panel Discussion: Can GPS Enabled Handsets Support Mass Market LBS? • Reviewing the impact can GPS-enabled handsets have on mobile operators’ service revenues • Discussing how important are GPS-enabled handsets for driving the LBS and navigation services markets? • Assessing what are the regional trends for GPS-enabled handsets and opportunities in developed and emerging markets • Gauging what is the impact of growing GPS penetration on the overall handset market?

Ivano Costa Senior Manager Innovation and Business Development Telecom Italia S.p.A.

12.10

Operator Case Study Boosting Revenue with Mobile Location Based Advertising • Understanding the great opportunity that location provides for mobile advertising • What role does advertising play in generating sustainable revenue stream? • Successfully reaching the target audience just in place and just in time • How much advertising will the user accept?

LOCATION BASED APPLICATIONS – NFC, NAVIGATION AND LOCAL SEARCH 09.50

Operator Case Study

Carey Bunks Former Head of Mobile Yell Ivano Costa Senior Manager Innovation and Business Development Telecom Italia S.p.A. Kristof Van Den Branden CEO La Mosca 17.10

Chair’s Closing Remarks

17.20

End of Day One

Day 2

Booking Line

14th January, 2009

Tel: +44 (0) 207 647 2390 Fax: +44 (0) 207 647 2249

08.30

Registration and Morning Coffee

12.10

Lunch

Chair’s Opening Remarks

13:10

Coffee and Networking Break

09.00

Simon Glassman Director, Segment Marketing Wireless Tele Atlas

ALTERNATIVE LBS MODELS 13:30

SOCIAL NETWORKING AND WEB 2.O 09.10

How Local Search Marries with LBS • Exploring the role that business directories play in that relationship • Reviewing the vision at Yell about how to structure the user proposition • Establishing business models that seem to be the logical development of that vision • Creating a compelling value proposition with the combination of location and local search

Operator Case Study Social Networking: An Evolving Business Model for Revenue Generation • Developing concepts for location enabled social networks • Understanding key challenges facing a location enabled social network • Managing privacy and security • Examining the revenue potential that this creates for network operators

Carey Bunks Former Head of Mobile Yell

Tony Reeve Manager of International Product Marketing T- Mobile 14.10 09.50

Operator Case Study

Daniel Appelquist Senior Technology Strategist Vodafone Group R&D Morning Coffee and Networking Break

10.50

How to Monetise the Potential Advertising Revenues from Mobile Social-Networking Services • Reviewing established mobile social networking service in some regions • Addressing the growth in revenues with social networking community • Working out a business model to monetise users • Discussing how mobile communication could benefit from social presence and which application fields can be addressed

Ian Curran Head of Telematics and M2M Communications O2 14.50

Afternoon Tea and Networking Break

15.10

How to Truly Move Forward with the Inclusion of Location into Game Play • Creating an effective and accessible mobile gaming experience • What is the consumer perspective? • Exploring La Mosca city games - keeping it very simple, usability and user friendliness to drive the take-up • Discussing the future of location based games

Hans De Bruijn Managing Director LBS Consulting

Kristof Van Den Branden CEO La Mosca

ALTERNATIVE LOCATION BASED TECHNOLOGIES 11.30

Solution Provider Case Study

Operator Case Study Examining Evolving Emergency Initiatives with E-call • Reviewing E-Call technology and its infrastructure • Addressing the benefits of E-Call for increased safety, cost reduction and environmental impact • Discussing its public and commercial versions • Pan-European interoperability - assessing the socio-economic impact of the system at the European level (Pan-European Field Operational Tests)

Mobile 2.0 Location This presentation will examine how social networks, web services APIs, device APIs, mobile widgets, mashups and the rise of the mobile web is changing the face of location-based services

10.30

Local Search Engine Perspective

15.50

Interactive Panel Discussion: Is GPS really necessary? • GPS does not work in-doors, in shopping malls, and in urban canyons • Turning GPS on in your mobile runs the battery flat within a couple of hours • GPS accuracy is not needed for the overwhelming number of LBS applications • Wi-Fi and Cellular location provides sufficient accuracy almost all LBS applications other than navigation • So, why bother trying to put GPS in every handset, why not focus on a combination of Cellular and Wi-Fi

Moving From Simple POIs to Real Content "Beyond the Map" • The evolution of enhanced content – 2D and 3D imagery and beyond • Leveraging the power of the community – integrating user generated content • Real world and real time data – using dynamic content to deliver superior navigation and new LBS experiences Simon Glassman Market Director, Wireless Tele Atlas

Moderated by: Dr Chris Drane CEO Seeker Wireless On the Panel: Andrew Scott Founder and CEO Rummble Daniel Appelquist Senior Technology Strategist Vodafone Group R&D Kristof Van Den Branden CEO La Mosca 16.30

Chair’s Closing Remarks

16.50

End of Conference

Location Based Service and Local Search Forum 2009 AM2748

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LOCATION BASED SERVICE AND LOCAL SEARCH FORUM 2009

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