2nd Annual

Next Generation Messaging

Forum 2009
Exploring Current and Forward-Thinking Strategies to Profit From and Promote Next Generation
Services in the Messaging 2.0 Environment

Worldwide consumer spending on

Berlin, Germany
mobile messaging is estimated to INCREASE to
20th–22nd April 2009 $88 billion by 2012,
accounting for OVER 40% of total consumer spending

Including a Half-Day Pre-Conference Workshop on mobile data services

Mobile messaging is an integral part of the mobile industry and contributes significantly to total mobile
Driving Messaging with Social Networking and Location service revenues. Indeed, in 2012 text messaging alone should contribute nearly 40% to overall data
services revenue.
Based Services

Conference Highlights In the Chair

• T-Mobile reviews the messaging ecosystem and the need for Chris Lennartz Sirous Kavehercy
strategic partnerships VP Product Marketing Market Development Director
• Telefonica O2 provides an overview of the PayForIt Initiative Airwide Solutions Acision
• BT explores messaging in a converged world
• Telenor reviews the need for an end to end hubbing solution
Your Expert Speaker Panel
• An overview of Google’s entry into the
messaging industry Wolfgang Seibert Ola Korsmo Iain McCallum
VP, International Business Market Director Head of Interactive
Marketing and Messaging Telenor Global Services Messaging
T-Mobile International Telefonica O2
Key Benefits of Attending Nikos Kryvossidis
• Review mobile instant messaging business models Patrick George Director, Partner Solutions Dave Wisely
• Explore the business ecosystem and partnerships in the road VP – Marketing and – EEMA Head of Mobility Research
to Messaging 2.0 Product Management – Google BT
• Achieve the converged messaging experience Communication Services
• Create new value added services with social networking and Belgacom – ICS Peter Grupp Cagdas Degirmencioglu
location based technology Independent Consultant Senior Specialist,
• Understand the revenue potential of mobile advertising Heinz Lorenz Greenwich Consultants Messaging
• Explore the interconnection and interoperability challenge Independent Consultant Former Senior Product Turkcell
• Highlight future challenges in the move to next generation Former Head of Messaging Manager
mobile networks Mobilkom Austria Sunrise Jacek Powalka
• Determine the benefits of the Rich Communication Suite Managing Director
for operators Tony Reeve Roberto Minerva GOH Ltd
Senior Marketing Manager – Focal Point
Proposition and Business Long Term Research Anna Grandt
Manager Telecom Italia Head of Interaction Design
Silver Sponsors T-Mobile Ocean Observations
Chris Lennartz
Rick Chandler VP Product Marketing Steve Holmes
Treasurer and Wireless Airwide Solutions Partner IT/Commercial
Workgroup Leader Dept.
EEMA Martijn Brouns Baker & McKenzie
Senior Solutions Architect Sr. Product Marketing
BT Manager Barbara Rinero*
Acision Systems Development
Gerion Wolff Researcher
Senior VP, Marketing Daniel Doulton Telecom Italia
and Strategy Co-founder and Chief
Materna Strategy Officer * subject to final confirmation
SpinVox
Christian Petit
Marketing Director
Orange/France Telecom

conferences telecoms series

Sponsor Profile Day 1
20th April 2009
13.30
14.00
14.10
As the global-market-leading provider of next-generation mobile messaging and
wireless internet infrastructure, applications and solutions, Airwide Solutions has
one focus: To enable your revenue to keep pace with the burgeoning consumer-
driven mobile messaging and wireless internet market.
We have a long history of success. For more than 15 years, Airwide has helped
boost our customers’ messaging revenue streams and subscriber confidence, while
protecting infrastructure investments.
• A truly flexible approach: Our open architecture enables operators to effectively
monetize their mobile messaging growth without disrupting existing
14.50
infrastructure.
• A history of industry firsts. From the first text message ever sent to the
introduction of the first SMS router and A2P MMSC, Airwide continues to
pioneer new technologies.
• A robust global presence: Airwide’s products are used by more than 120 wireless
operators in 48 countries.
• A record of tested, proven products: A commitment to protect infrastructure
investment and minimize disruption and risk during new technology
introductions underpins all Airwide’s product development. 15.30
In an unpredictable marketplace, Airwide helps you maintain control.
15.50
16.30
MATERNA is a leading software company in the field of information and 16.40
communications technology. The Communications Business Unit supplies service
platforms, premium content services and voice and video applications. MATERNA is
also a successful MVNE and an internationally recognised supplier of fixed-line
network services. CUSS solutions for airlines and airports are also part of the
portfolio. Its ability to meet difficult and complex challenges for its customers
makes the company one of the most sought-after partners for network operators,
service providers, companies and agencies.
www.materna.com
Acision is the world’s leading messaging company, providing communication
solutions for over 300 network operators and service providers globally. As the
messaging partner of choice, our proven products and services, experienced people
and leading service innovation allow organisations to meet the challenges in
today’s converging telecommunications market. We are at the heart of our
customers’ strategic business services, working together to enable them to achieve
profitable and sustainable growth.
PRE-CONFERENCE HALF-DAY INTERACTIVE WORKSHOP
Driving Messaging with Social Networking and Location Based
Services
Registration and Coffee
Workshop Leader’s Opening Remarks
Providing a Complete and Compelling Mobile Social Networking
Experience to Drive Mainstream Adoption and Sustained Usage
• Overcoming the technical challenges of functionality, performance and user friendly
interfaces
• The importance of providing a unified address book with unified contact addresses
(portal IM, email or phone number)
• Highlighting the importance of a unified messaging platform for better
interoperability between messaging platforms and social networking communities
to deliver greater value and freedom to subscribers
• Using location and presence services to enhance and facilitate social networking
and collaboration
Combining Messaging with Location Based Advertising as a Killer
Service
• Understanding the essential role mobile messaging plays in driving advertising
revenue
• Exploring different business models to drive this location based advertising model
• Reviewing the main challenges for location based advertising
• Assessing the potential for location based social networking to drive mobile
advertising
• Evaluating results of current geo-messaging trials
Afternoon Tea and Networking Break
Rehauling Pricing and Charging Models in the Migration to Next
Generation Mobile Networks
• How will the move towards increased bandwidth with LTE and WIMAX impact
pricing of messaging?
• How are operators preparing for such an eventuality and what will the impact be
on their revenue models?
• Finding revenue streams beyond pure messaging: verification methods, M2M, LBS,
advertising, SMS alerts
Workshop Leader’s Closing Remarks
End of Workshop
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 European Sponsorship Director,, marcus evans Stockholm tel: +46
8 678 6040, email: JamesD@marcusevansse.com
 Booking Line
Day 2 Tel: +44 (0) 207 647 2390
Fax: +44 (0) 207 647 2249
21st April 2009

08.30 Registration and Coffee 14.50 Vodacom Case Study

Extending Messaging Revenues with the New Short Voice
09.00 Chair’s Opening Remarks Messaging and Visual Voice Mail Services
Chris Lennartz • Examining the SVS launch: strategies and objectives
VP Product Marketing • Providing an overview of Vodacom’s marketing campaign
Airwide Solutions • Exploring future business models
• Reviewing the benefits of the advertising model and of building third party
MOBILE INSTANT MESSAGING AND BEYOND: INVESTIGATING BUSINESS partnerships
MODELS, PARTNERSHIPS AND THE BUSINESS ECOSYSTEM Speaker to be confirmed

09.10 Operator Perspective 15.30 Remonetising the Killer App

Reviewing the Mobile IM Messaging Models and Exploring
Partnerships with ISPs
• What are the business implications of developing mobile IM services?
• Operator positioning in the market and developing partnerships with ISPs
• Overcoming the hurdles and difficulties of partnering with ISPs
• Creating a revenue model that will encourage partnerships
Christian Petit
Marketing Director
Orange/France Telecom
09.50 Keynote Presentation
Building a Messaging Ecosystem by Creating Strategic Partnerships
with Internet IM Providers
• Are partnerships the only way to drive mobile messaging services: social
networking, IM etc?
• Examining the benefits and disadvantages of partnering with IM providers
• Creating a business case to build a successful revenue share model
• Highlighting the role of the operator and looking at methods to ensure the
indispensability of the operator in the value chain
• Building a unique speech engine to exploit contextual data
• Speech products: creating value from user behaviour in any market
• Rapidly monetising millions of users
• Meeting the demands of Tier 1 scalability
• Reaching a critical mass of repeat users
Daniel Doulton
Co-founder and Chief Strategy Officer
SpinVox
16.10 Afternoon Tea and Networking Break
16.30 Interactive Panel Discussion
The Impact of the Rich Communication Suite Initiative
• Understanding the business benefits of RCS for operators
• Offering users a richer messaging experience
• Application and services available with RCS
• Enhanced messaging enabling a large variety of messaging options
The panel discussion will be joined by speakers from both days

Wolfgang Seibert SOCIAL NETWORKING AND LOCATION BASED SERVICES

VP, International Business Marketing and Messaging
T-Mobile International
17.10 Operator Case Study
10.30 Morning Coffee and Networking Driving Revenue and Value with Location Based Social Networking
• Leveraging user-generated content as a driver for location based social
networking
10.50 Solution Provider Case Study • Reviewing the advantages and disadvantages of a location-based advertising
‘Mobile Messaging 2.0’: Creating Fusion between Yesterday’s business model
Architecture, Today’s Revenue and Tomorrow’s Demands • Looking at other business models based on licensing and revenue-sharing models
• How important will messaging be for future generations? • Overcoming privacy concerns and the cost of data plans as primary obstacles for
• How to evolve the SMS business and architecture to scale new heights mass market
• How to align messaging to power trends like mobile advertising and mobile
internet Barbara Rinero*
• How to organise the messaging architecture to be ready for IMS and SDP Systems Development Researcher
Telecom Italia
Chris Lennartz
VP Product Marketing
MOBILE ADVERTISING
Airwide Solutions
17.50 Location- New possibilities for Next Generation Mobile Messaging
11.30 Google Case Study • Recent technology research demonstrating "Better than GPS" accuracy indoors
Overview of Google’s Entry into the Messaging Market with and out
Google Talk • Location as a factor in authentication for messaging and social networking e.g. location
• What are the full features of Google Talk and where’s the value add? marking messages used for m-commerce or social networking to prove authenticity (in
• How to bring LBS into the mix to enhance the messaging offering addition to time and date identity etc.)
• What are the implications of the open access software approach, particularly on • Leaving and collecting information at a specific location
user interaction? • Location as a core service in operator networks
• Outlining the benefits of the advertising model and user receptivity
Rick Chandler
Nikos Kryvossidis Treasurer and Wireless Workgroup Leader
Director, Partner Solutions – EEMA EEMA
Google Senior Solutions Architect
BT
12.10 Solution Provider Perspective
Turning Volume into Value - from Concept to Practice 18.30 Operator Case Study
• Concept – differentiation pays off Overview of the PayForIt Initiative
• Process - launching a differentiated offering • Understanding of how PayForIt works in a WAP transactional environment
• Solution - identifying requirements that ensure a sustainable business model • Exploring the optimisation between the in-built, proscribed subscriber protection
• Making it happen - case studies in the PayForIt scheme rules and the requirement for market and revenue growth
Martijn Brouns and profitability
Sr. Product Marketing Manager • Optimising PayForIT scheme rules to deliver the best possible customer experience
Acision whilst maintaining the protective elements
• Understanding the impact of the “Single-Click” and “Basket” developments in
12.50 Lunch the v2.0 of the scheme rules on subscriber behaviour
Iain McCallum
13.50 Coffee and Networking Break Head of Interactive Messaging
Telefonica O2
14.10 Operator Case Study
The Future of P2P MMS and New Business Models 19.10 Chair’s Closing Remarks
• An overview of P2P MMS: pricing, penetration, trends
• Promoting awareness and driving demand with better marketing campaigns 19.20 End of Day 2
• Creating new business models and sustainable revenue with ad-sponsored models
• Driving uptake with better user experience and relevancy of mobile ads is key
Cagdas Degirmencioglu
Senior Specialist, Messaging
Turkcell
 Booking Line
Day 3 Tel: +44 (0) 207 647 2390
Fax: +44 (0) 207 647 2249
22nd April 2009

08.00 Registration and Coffee 14:10 Delivering Converged Messaging within an IMS Framework
• Understanding the benefits of implementing an IMS solution
09.00 Chair’s Opening Remarks • Is the time ripe for IMS deployment, in terms of standards, technology
Sirous Kavehercy and products? What still needs to be done to get it ready for
Market Development Director
mainstream deployment?
Acision
• Overcoming the challenges of integrating IMS with legacy systems
• Reviewing innovative and cost effective services with IMS and customer feedback
USER INTERFACES AND USER BEHAVIOUR
• Examining the operational aspects of an IMS solution compared to existing SMS
operation processes
09.10 Operator Case Study
• What are the expectations of mobile phone providers from the vendors of IMS
Understanding User Experience and User Behaviour in Social
Messaging Contexts systems
• Assessing how different services meet different customer needs • Will IMS finally deliver a converged messaging offering?
• How will converged messaging affect user behaviour and promote the uptake of Heinz Lorenz
social network services? Independent Consultant
• Exploring the role of the operator as owning the customer: building a user profile
Former Head of Messaging
using real-time context information to add value and encourage customer
Mobilkom Austria
stickiness
• Understanding the importance of the user interface to determine positive user
14.50 Unleashing the Potential of Mobile Social Networking
uptake
• Assessing the role and revenue potential of mobile social networks
Tony Reeve • Looking at opportunities in combining social networks and UGC and location
Senior Marketing Proposition and Business Manager based services
T-Mobile • Improving your positioning: identifying the role of the operator and the need for
partnerships
09.50 Exploring How New User Interfaces will Influence Mobile Messaging? • Identifying the benefits of partnering with established social networks vs. creating
• What is the impact of new devices and user interfaces, such as the iphone, your own
windows mobile on user behaviour?
Peter Grupp
• Understanding the challenge of lack of standardisation and the impact on
Independent Consultant
revenue growth: which operating system will prevail?
Greenwich Consultants
• Taking account of the challenges and creating a valid messaging platform in a
Former Senior Product Manager
multi-vendor environment
Sunrise
• Assessing the role of and the competition presented by terminal vendors
Anna Grandt 15.30 Afternoon Tea and Networking Break
Head of Interaction Design
Ocean Observations 15.50 Operator Perspective
The Interconnection Challenge to Deliver
10.30 Morning Coffee and Networking Converged Messaging
• Reviewing the current interconnectivity issues relevant to developing a converged
10.50 How to Express Brand Uniqueness and Personality in Technology offering
Based Marketing? • Providing an update on open connectivity
• Branding as a part of customer experience • Looking at the hubbing model: case study
• Loyalty program branding in respect of the company’s umbrella brand
• Customer intelligence supporting the branding - creative solutions in intelligent Patrick George
call routing and IVR systems VP – Marketing and Product Management – Communication Services
• Multi-stage and multi-channel approaches in campaign management Belgacom – ICS
• Case studies: Meteor Mobile Communications, Plus GSM, Polish Telecom
Jacek Powalka 16.30 Operator Case Study
Managing Director Creating an End to End Hubbing Solution
GOH Ltd • Understanding the limits of achieving full international reach with SMS
interoperability via bi-lateral roaming agreements
NEXT GENERATION NETWORKS AND CONVERGED MESSAGING • Assessing the benefits of SMS hubbing
• Exploring the business model through the GSMA hubbing structure
• Introducing end to end quality through service level agreements
11.30 Solution Provider Perspective • Introduction into other types of hubbing beyond SMS
Practical Application Examples to drive NGN Revenues of Today
MATERNA is a leading software company in the field of information and communications Ola Korsmo
technology. The Communications Business Unit supplies service platforms, premium Market Director
content services and voice and video applications Telenor Global Services

Gerion Wolff THE MOVE TOWARDS NEXT GENERATION MOBILE

Senior VP, Marketing and Strategy
Materna
NETWORKS: CONSIDERATIONS

12.10 Operator Case Study 17.10 Operator Case Study

Exploring the Impact of New Terminals and Wireless Broadband on
Messaging in a Converged World
Mobile Messaging
• BT’s converged network
• Will mobile broadband have a positive or negative effect on messaging?
• Messaging in an all-IP world
• How will embedded 3G devices impact user behaviour? What will the preferred
• Issues and barriers
device for IM be and how will this impact revenue growth?
• Research results
• Assessing the impact of WLAN and WiMAX on messaging
Dave Wisely • Reviewing the impact of unlimited data on the role of the operator
Head of Mobility Research
Roberto Minerva
BT
Manager – Focal Point Long Term Research
Telecom Italia
12.50 Lunch

13.50 Coffee and Networking Break 17.50 Legal Perspective

Location Based Advertising, Mobile Marketing and Data Protection
• Understanding the data protection concerns linked to mobile marketing
• Assessing the EU data protection requirements applicable to mobile marketing
• Understanding the terms ‘opt in’ and ‘opt out’
• Enforcing this regulation
• Looking at self-regulation
Steve Holmes
Partner IT/Commercial Dept.
Baker & McKenzie

18.30 Chair’s Closing Remarks

18.40 End of Day 3

 2nd Annual

Next Generation Messaging Forum 2009

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