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Day One • 8 November 2005
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| 08.20 |
Registration
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| 08.50 |
Chair's Address
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KEYNOTE SESSION: MIGRATING THE OS FROM THE
SMARTPHONE TO THE FEATUREPHONE SEGMENT
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| 09.00 |
Operator
Consolidating the OS and Rationalising the Operator’s
Choice of Platform
- What are the challenges and requirements faced by operators in
selecting an OS platform?
- Integrating the OS with the hardware – controlling costs and
reducing time-to-market
- How can the industry truly innovate and provide a compelling
user experience through the mobile OS?
Nabeel Mardi, Vice President for Terminal Strategy and Innovation, T-Mobile International |
| 09.30 |
OS KEYNOTE
ROUNDTABLE DISCUSSION
Reviewing the Roadmap of the Major Players in the Open
OS Space
- What is the roadmap from here for the major players in the
OS space?
- A consideration of the impact of OS on the Featurephone and
mid-range segment
- Analysing individual strategies for decreasing the time-to-market
of OS releases
- Customising the OS to enhance the user experience and drive
the use of data services – new developments, technological
potential
PLUS: Interactive Q&A Session with Audience
Chair: Anders Wasterlid,
, VP Products & Devices, O2 UK
Keynote Panellists:
Cyril Meurillon, Director, Strategic Technologies, PalmSource
George Grey, Pre sident & COO, SavaJe
David Wood, EVP, Symbian
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| 10.30 |
Chair's Address
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| 11.00 |
Investment Analysis
Re-evaluating the Mobile Software Market and Future Trends
- What is the real value of the mobile software market?
- High-end and feature-rich OS
- Midrange feature phones
- Low-end
- Assessment of the current market and future opportunities
- To what extent is the experience of the PC world instructive to
the mobile market?
Dr Richard Windsor CFA, Communications Equipment Analyst, Nomura International |
CAPTURING THE MID-RANGE AND FEATUREPHONE MARKET
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| 11.30 |
Fulfilling the Specific Requirements of Mid-range Users
through the Real Time OS (RTOS)
- Gauging the potential of RTOS performance
- Keeping the BOM (Bill of Materials) of traditional and vanilla
handsets lower through the RTOS
- Utilising the flexibility of the RTOS to customise the device and
enhance efficiency
Bryce Johnstone, Worldwide Ecosystem Marketing Manager, Cellular
Systems, Texas Instruments |
| 12.00 |
Building the Mobile Handset to Meet Personalisation
Requirements and Decrease Time-to-Market
- Ascertaining the challenges of building and upgrading the handset
- Integrating the hardware and software
- Building the OS: integrated vs. modular approach
- Time to integration
- Time-to-Market
- Support to customers and partners
Steven Baker, Director of Marketing – Software Business Unit, TTPCom |
| 12.30 |
Lunch & Exhibition Visit
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| 13.45 |
Capturing the Mass Market: Evaluating the Market
Opportunities and Understanding Subscriber Behaviour
- The difference between subscribing to data services and using
these services
- Mobile handsets, consumer electronics devices or wireless data
communication enablers?
- Enabling application platforms: availability versus usage
- Balancing the technology with usability and user requirements
- Market sizing for the future
Malik Saadi, Principal Analyst, Informa Telecoms & Media |
| 14.15 |
JAVA/FLASH/BREW
PANEL: Considering the Scope of Application Platforms to
Create a Personalised User Experience
- Transferring the rich multimedia experience from the internet
to the mobile
- Achieving easy and cost-effective customisation through the
mobile software
- What revenues opportunities exist in this context
- Supporting branded services through the applications platform
Chair: Neil Mawston
, Associate Director – Global Wireless Practice, Strategy Analytics
Panellists:
Matt Millar, Practice Director for Mobile and Devices, Macromedia Consulting EMEA
Larry Rau, Director Business Strategy and Development, Sun Microsystems
Marcelo Valdez, Senior Director, Qualcomm
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| 15.15 |
SUN/JAVA
Engaging with a Mature Technology to Promote Rich
Applications and Facilitate True Customisation
- Providing choice for the end user through JAVA
- Utilising rich APIs to support features, functionalities and services
across phones and truly customise applications
- Building successful corporate partnerships to further enhance the
mobile experience
Larry Rau, Director Business Strategy and Development, Sun Microsystems |
| 15.45 |
Refreshments & Exhibition Visit
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CONSIDERING OPEN SOURCE AND IMPLICATIONS ON
THE MOBILE SOFTWARE MARKET
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| 16.15 |
LINUX: ELF
Evaluating the Rise of Open Source and the Implications on
the OS and Application Platforms Space
- Considering the momentum – why open source, why now?
- Evaluating the technical complexities and interoperability issues
- Exploration of the revenue opportunities offered by application
development and the LINUX community, and viable business models
Robert Reive, VP of EMEA, Montevista |
| 16.45 |
HANDSET
Case Study: Linux for Mobile
- Understanding the market momentum behind open source
software and the benefits it delivers
- In an OS agnostic environment, how do Linux–based handsets
provide a more compelling user experience?
- Focus on the Asian market and the rapid adoption of Linux for mobile
- Evaluating the technical considerations and requirements in
selecting open source technology
Greg Besio, Corporate Vice President – Mobile Devices Software, Motorola |
DEVELOPING A VIABLE BUSINESS MODEL IN A
FRAGMENTED MARKET
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| 17.15 |
OPERATOR
Too Many Platforms? Clarifying Intellectual Property
and Royalties
- Mitigating the complexities of multiple platforms and revenue
opportunities
- Supporting multiple device platforms – overcoming the
challenges of increasing fragmentation in the handset space
- Clarifying the royalties structure in an expanding value chain
- Examination of existing DRM solutions and the way forward
Marcos Eguillor, TEM OMA Co-ordinator, Telefónica Móviles Spain |
| 17.45 |
Avatars go Mobile - Personalisation of the Handset
- Evaluating the success of the Web Avatar market
- Extending self expression to the mobile sphere through mobile Avatars
- Developing and deploying innovative mobile services to enhance and personalise the subscriber experience – Avatar Caller ID, Avatar SMS/MMS and internet services
Tal Dagan, AVP, General Manager, Comverse Mobile Avatar |
| 18.15 |
End of Day One
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Day Two • 9 November 2005
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| 08.50 |
Chair's Address
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KEYNOTE SESSION: DISCOVERING FUTUREINNOVATIONS
IN MOBILE SOFTWARE
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| 09.00 |
OPERATOR
Operator Perspective: Using the Application Platform or OS
to Personalise and Promote New Data Services
- Working together to develop powerful and capable devices for
the ease of use of new applications and services
- Projections on future uptake, consumer trends and user
education
- “Wish List” – what the operator really requires from the mobile
software platform
Alexander Gerstner, Head of Terminal Service Management, Vodafone Global |
| 09.30 |
OPERATOR
Providing True Customisation Whilst Maintaining the Brand
- Can operators provide users with true customisation whilst
maintaining strong branding?
- Considering the depth of customisation – from the screen to the
application layer
- Personalising the device whilst managing the branding
requirements of the operator and the handset manufacturer
Matthias Hilpert, Head of Product Marketing & Planning, Orange UK |
| 10.00 |
Content Provider
Case Study: Assessing the Development Process Behind
Creating Rich & Compelling Applications
- What is involved in developing an application on the J2ME
platform?
- Evaluating the difference between J2ME handsets in the context
of application development and deployment
- “Write Once, Run Anywhere” – how far along is the industry in this
respect?
- How can the industry facilitate the development of compelling
applications from third party providers?
Christopher Kassulke, CEO, Handy-Games |
| 10.30 |
Refreshments & Exhibition Visit
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TECHNICAL PERSPECTIVE: DISCOVERING FUTURE
INNOVATIONS IN MOBILE SOFTWARE 2
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| 11.00 |
Handset
Offering a Rich User Experience via the Evolution of
Handset Software in the IMS World
- What are the software requirements for IMS?
- Evaluating the potential of the IMS handset to provide a rich
user experience and drive usage of data services
- Coping with interoperability – offering a consistent experience
across various IMS devices
Oliver Cadene, Technology & Application, LG Mobilcomm France
(awaiting final confirmation) |
| 11.30 |
Rising to the Handset Challenges of the Converged Device
- What are the architectural issues underlying the converged
cellular handset?
- Scalable platform architectures in next generation mobile phones
- A consideration of the processor in implementing and delivering
services
Peter Davies, Symbian Partner Manager, ARM
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| 12.00 |
TECHNOLOGY DISCUSSION
Application Technology – New Innovations, Opportunities
and Challenges
Technically focus discussion amongst industry specialists on the
software and device challenges and issues faced in the developing
solutions for innovations.
- IMS Handsets
- Converged Handsets
- Mobile TV
- Presence-based Application
Panellists:
Peter Davies, Symbian Partner Manager, ARM
Dr Ali Taner, Applications 1 Manager, Panasonic Mobile
Communications
Simon Filipiak, VP Product Management, Esmertec
Antoine Martin, Vice President Engineering, Realeyes 3D
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| 13.00 |
Lunch & Exhibition Visit
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THE SOFTWARE ECOSYSTEM AND THE EVOLVING
VALUE CHAIN
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| 14.30 |
OMTP
OMTP: Analysis of Deliverables to Date and Future
Initiatives
- Limiting the effects of fragmentation and facilitating common
standards
- What is the status of the organisation, and what deliverables
have now been finalised?
- Customisation: setting the parameters for operator
customisation of the UI
Mats Nilsson, Managing Director, OMTP |
| 15.00 |
Adopting a Platform Approach for Wireless and Multimedia
Handset Convergence
- The evolution of feature phone software from "vertical"
applications to a "horizontal" platform approach
- Reducing time-to-market for converged multimedia devices
through a portable and scalable platform strategy
- New IMS services and handsets: the next-gen software
architectures enabling their deployment
Richard Sfeir, President & CEO, SKY MobileMedia |
| 15.30 |
Standards
Too Many Technologies? Too Many Standards?
With an increasing number of technologies in the MAPOS arena,
standardisation is increasingly important to encourage interoperability
and ensure a consistent user experience. However, a number of issues
emerge with the increasing number of parties involved in the
standardisation process, raising issues of:
- Conflicting standards
- Which standards for which technologies?
- To what extent have standards been effective in increasing
interoperability, and what are the standards for the future?
Chair: Mark Newman, CRO, Informa Telecoms & Media
Panellists:
Philipp Hoschka, W3C, Deputy Director for Europe & Mobile Web
Initiative Activity Lead
Marcos Eguillor, TEM OMA Co-ordinator, Telefonica Moviles Spain
Mats Nilsson, MD, OMTP
Mark Duesener, Technical Manager, Vodafone & Mobile Service
Architecture Initative
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| 16.15 |
Refreshments & Exhibition Visit
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EDUCATING THE CONSUMER MARKET AND ENRICHING
THE USER EXPERIENCE
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| 16.45 |
SECURITY
Focus on Virus Protection: Mitigating the Threat of Mobile
Vulnerabilities
- Cutting through the hype – evaluating the true extent of the
mobile virus threat
- Differences between the mobile and the PC world
- What virus control solutions are on the market, and what
partnerships are being established to integrate this function into
the handset software?
Ray Gurvitz, Business Development Director – Mobile Security
Solutions EMEA, McAfee |
| 17.15 |
How Usable are Mobile Applications?
- WAP’s legacy and user expectations
- Lessons learnt and the state of the art
- Making applications central to the user experience: techniques
and budget requirements
- Consideration of strategies to increase usability and improve
customer experience
Vincent Helyar, Senior Consultant, Serco Usability Services |
| 17.45 |
End of Day Two
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Day Three • 10 November 2005
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| 09.00 |
Chair’s address
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KEYNOTE SESSION: ESTABLISHING THE USABILITY
STRATEGIES OF MARKET LEADERS
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| 09.10 |
Operator
Driving Innovation & Quality in Delivering Mobile Services:
The Role of User Experience Work in the Mobile World
- Motivations & drivers for User Experience work in the mobile
service industry
- Setting up a Corporate User Experience Team: the case of
mobilkom austria group
- Addressing areas of conflict in this process and ensuring ROI
- Bringing together quality and innovation: strategic concepts
Gregor Matjan, Head of Market Planning and Trend Exploration Mobilkom Austria |
| 09.40 |
Operator
Operator Perspective: A Technical Insight on
Personalisation through the Terminal Software
- High-end segment: analysing the capability of the OS to push
usage of advanced features boost branding opportunities for the
operator and third parties
- Mid- to low-end: selecting the right platforms to boost usage of
services in the mass market – what technical challenges are
faced by operators?
- Making the mobile internet and content easier for end users
Alessandro Marroni, Handset Applications Design Manager 3 Italy |
| 10.10 |
Symbian OS
Encouraging and Discouraging Mass-Market Customer
Adoption of Rich Mobile Applications
- What are the real obstacles to mainstream user adoption of rich
mobile applications?
- Weighing up the fundamental dilemmas for the mobile
application industry
- Facilitating user acceptance in a technology-driven industry
David Wood, Executive Vice President & Co-Founder, Symbian |
| 10.40 |
Refreshment Break
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COMPARING & CONTRASTING THE UI & BROWSER
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| 11.10 |
The Graphic UI – Ascertaining the Customisation and
Content Opportunities Offered
- How to offer the end user a consistent experience
- Technology challenges of developing the UI
- Working with third parties, content providers and operators
- Meeting the requirements of operator customisation and
branding
Scott Allen,, Marketing Director, Surfkitchen |
| 11.40 |
The Browser – Enhancing the User Experience through
Facilitating New Content Formats
- Breaking down the walled garden – managing a future of
unlimited web access
- Microbrowser technology
- Gauging the impact on how consumers use and interact with
data services
- Case study
Olivier Bartholot, Director, Product Management, Openwave |
| 12.10 |
DEBATE
Contrasting and Comparing Methods of Content
Provision: Browser vs. UI
- The UI/Browser as a key means of customising the handset
- Raising ARPU – Is push or pull of content more effective?
- Operator and third party branding through the MMI – a
consideration of the opportunities offered by both the UI and
browser
Panel Chair:
Andreas Constantinou, Independent Telecoms Consultant
Panellists:
Tomy Kamada, CTO & EVP, Access
Timo Bruns, Vice President, Business Development, Opera Software ASA
Mike Kent, VP Europe, ActionEngine
Peter Molin, Director CTO & VP Product Management, UIQ
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| 13.00 |
Lunch
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CASE STUDIES: APPLYING PERSONALISATION
TO THE HANDSET
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| 14.30 |
Operator
Delivering a Great Customer Experience – The
Device Story
- Key trends and new capabilities in mobile devices – the case of
top quality cameraphones
- Supporting enablers: a look at Device Management
- Strategies for success: case study of i-mode
Neil Fletcher, Head of Future Device Technology and Platforms, O2 Group |
| 15.00 |
Study Results
A Usability Study: How Consumers Really Use
Smartphones
- Using a client application to track user preferences – outline of test
methods
- Key findings on the European and Asian markets in 2005
- Analysing the hard facts: how do consumers really use device
functions, applications services?
- What are the implications of this study on 3G?
Esa Eerola, Head of Software Platform Marketing – Consumers, Nokia Technology Platforms |
| 15.30 |
Refreshment Break
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DEVELOPING & IMPLEMENTING A BETTER USER EXPERIENCE
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| 15.55 |
Roundtable
Working Towards a Seamless User Experience
- How are manufacturers using software to address the end user
and meet their requirements?
- The role of standards in encouraging a consistent user experience
across devices
- Overcoming technical fragmentation to enhance interoperability
and ease of use for the end user
Panellists:
Ola Larsén, Strategic Sales & Product Marketing, Obigo AB
Guy Agin, Product Management, Redbend Software
Philippe Silberzahn, Co-Founder & CEO, Digital Airways
Plus a combination of conference speakers and invited guests
|
| 16.45 |
Design
Focus on Design: Improving the Customer’s Experience
through User-Centric Design
- Studying HCI (Human Computer Interface)
- The HCI specialist’s role in testing new services and helping new
ones to evolve
- Involving the end user – improving usability
Peter Messner, Managing Consultant, Usecon |
| 17.15 |
End of Conference
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