The Programme

Day One Wednesday 3 September 2008

Registration

Opening remarks from the Chair

Where have we been? Where are we going? The future development of LBS

• Where have we come from? analysing LBS
• Current LBS market developments
• Discussing the enablers and barriers in LBS
• Sourcing sustainable revenue streams
• The expansion of LBS throughout industries
• Video case study: examples of applications and services

Brage Bjontegaard
Senior Product Manager Messaging and LBS
Telenor

Demonstrating Telenor’s open 3rd party LBS strategy

• Discussing the advantages of Telenor’s strategy
• Exploring the status of LBS in the Norwegian market

Aggregation: the importance of cross-network interoperability

• Discussing the need for a fully aggregated market
• Case study: location enabling off portal services and search
• What happens next? The international potential for interoperability

Morning refreshments and networking

• Role of location technology today and future
• Importance of hybrid solutions for support of future location-based services
• Role of sensors in enabling enhanced navigation experience

Creating a sustainable economic system for navigation and LBS on mobile

• Introduction to Bouygues' open walled garden economic system
• Commercialising content for "free", financed through mobile advertising
• Context and objectives of Bouygues Telecom's mobile advertising trials
• Determining the economic viability of navigation services as vehicles for mobile advertising
• Evaluating results from Bouygues Telecom's "free" navigation services on mobile
  

Lunch

Closing the gap between current applications and user need

• Understanding user needs for LBS
• Reviewing the current state of available applications and how they meet user needs
• Interpreting user behaviour in order to improve and expand applications

Enriching mobile service experience through context awareness

• Context awareness: a step forward in LBS
• Detailed analysis of key applications
• Context aware social communities: enhancing user experience
• Exploring the future potential of ongoing trials
• Highlighting European research into LBS

Afternoon refreshments and networking

Examining new services based on secure WLAN positioning

• Assessing potential means of collecting positioning from different sources and integrating them in a common platform
• Evaluating the potential applications for LBS based on secure WLAN positioning
• Describing experimental services and scenarios

Panel discussion:
Generating mass uptake- making LBS indispensable to the consumer

• Addressing the emergence of applications within the current market in relation to consumer need

Closing remarks from the Chair and close of Day One

Day Two Thursday 4 September 2008

Registration

Opening remarks from the Chair

Optimising revenue streams in LBS

Generating revenue through LBS: an overview

• Revenue and subscriber development for LBS
• Looking at different business models and associated challenges
• What role does advertising play?
• What applications and services will be the key revenue drivers in the next five years?

Monetising Location Based Services

• Examining the true potential for LBS revenue
• Evaluating current methods of revenue acquisition
• Defining the areas in need of improvement in order to facilitate mass uptake

Morning refreshments and networking

Elif Tozge
Mobile Marketing and Value Added Services
TURKCELL

End-user awareness: successfully marketing LBS

• Assessing the importance of marketing LBS
• Addressing the concerns associated with current marketing strategies
• Analysing potential marketing method

Detailing the developments in handset based LBS and local search

• Nokia device evolution and the importance of local search
• Exploring context based search and services

Zone detection: how a fresh approach to mobile location can deliver incremental revenue for mobile advertising campaigns and social networking applications

• Zone detection vs. standard location methods
• Using location to provide real value to mobile social networks without the need for GPS
• Scaling existing location platforms to meet the needs of social networking
• Operator dependent vs. operator independent approaches
• Location aggregation: which site or platform will win consumer trust?

Panel discussion:
Spreading the cost- where should revenue come from?

• Addressing the efficiency of current revenue streams, and where methods could be improved.

Electronic Toll Collection project, O2 Czech Republic

• Project overview
• Expansion of the system for telematic services and traffic management
• Plans to expand the e-toll system across the Czech Republic
• Enabling further telematic services through the system
• Potential cooperation of e-toll systems in Central Europe

Detailing the latest OMA projects in LBS

• Specifying the current aims and objectives of the OMA
• Assessing the functions and performance of currently deployed services
• Articulating the developments of services currently being tested

Afternoon refreshments and networking

Location based mobile and web social networking: an evolving business model for revenue generation

• Discussing consumer perception of location based social networking
• What differentiates LBS social networking from other social networks
• What the consumer is willing to pay for- fee based to ad supported
• What makes proximity based advertising more compelling

Cellfind case study: engaging the consumer through valuable services

• Marketing: what works and what does not?
• Commercial models: annuity is King
• Adding value to customers, not just costs
• The way forward: new products

Closing remarks from the Chair and close of conference