- Kanishka Agarwal, VP New Products, Telephia
- Sectors
- Formats
Mobile TV Middle East 2008
3-4 November, Jumeirah Beach Hotel
Conference Agenda
Day One Wednesday 15th November 2006
Chairman's Welcome
09:00
Industry Overview
The Current Situation of the Mobile TV Industry
09:15
- Signs that Mobile TV is a burgeoning industry rather than a flash in the pan
- How to advance from a niche product to an everyday feature of 2 billion phone users' lives
- Where to look for inspiration: Best efforts made so far
- Industry collaboration for standards or a VHS/Betamax-esque standards war?
- Ray Derenzo, VP EMEA, MobiTV
Business Models & Who Owns Whom
Increasing ARPU through TV Content and Related Premium Content
09:45
CARRIER
- The potential for further-capitalising on success: Spin-off programs and new stars
- Interactivity based on programs, related games and themed ring tones: Who will benefit from these potentially massive revenues?
- Will traditional mobile games fall redundant replaced by TV related formats?
- Will consumers ultimately be 'sticky' to the media companies rather than the carriers?
- Patrick McGalliard, Director - Consumer Partner Development, Sprint
Emerging Media Company MVNOs: Pushing Mobile TV to the Forefront of Convergence
10:15
MVNO CARRIER
- Media companies branching out into mobile telecoms to further push their offering
- A ready and waiting sticky solution: Loyal consumers enthusiastic for further relations with their favourite entertainment
- Taking a risk and the costs incurred
- Is this the beginning of a trend or just a few individual cases?
- Damien Brady, CEO, Extreme Mobile UK
Networking and Coffee Break
10:45
Defining the Mobile Advertising Ecosystem
11:15
- Mobile Video ad types and current usage
- Business models of advertisers, publishers, aggregators
- Carriers: Benefits and Value
- The future of video advertising on mobile devices
- Tom Burgess, CEO, Third Screen Media
Mobile TV: Win-win Situation or a Zero-Sum Game?
11:45
INTERACTIVE PANEL DISCUSSION
- Telcos, content providers and broadcasters: Who owns the consumer?
- Arguments for and against a revenue-sharing model and co-operation
- Searching for a sticky solution and the need for ROI
- Will mobile TV be 'the killer application'?
- Ray Derenzo, VP EMEA, MobiTV
- Patrick McGalliard, Director - Consumer Partner Development, Sprint
- Damien Brady, CEO, Extreme Mobile
- Sam Leinhardt, CEO, Penthera Technologies
Live-Streaming versus Made for Mobile Content
The Future of Made for Mobile: Remakes of the Old and Familiar or Brand New Content?
12:30
- Live sport and news: Is it most popular delivered as it appears on traditional TV or do viewers prefer it to be adapted for the smaller screen?
- The financial cost of re-editing programmes for mobile
- The success of delivering the familiar: ‘Mobisodes’
- Made for Mobile: A brand new media and the skills required
- Made for Mobile dilemmas and the potential predicaments
- Clint Stinchcomb, SVP New Media, Discovery Networks
Lunch
13:00
Genuine Reality TV: Examining the Demand for and Success of User-Generated Mobile TV
14:00
- The most successful cases and building a commercial model
- Does user-generated mobile TV have longevity or will the novelty wear off?
- Initial investment requirements and potential ROIs
- Creating a portal to communities and premium services for increased ARPU
- Bill Jeffries, VP of Network Development, Revver
Is Off-Deck the Way Forward for Mobile TV?
14:30
- Benefits for the consumer by going off deck and the services currently available
- The carriers' balance of off deck and on deck services and the monetizing opportunities
- Solving the problems presented by heterogeneous networks and technologies
- Maintaining the relationship between all parties for the ultimate service
- Greg Clayman, VP Wireless Strategy & Operations, MTV Networks
The Fourth Screen: Creating Value-Adding Content
15:00
INTERACTIVE PANEL DISCUSSION
- Initiatives to encourage meaningful Mobile TV content creation
- How successful have initiatives been and what is the interest from budding Mobile TV producers?
- The effect on Mobile TV's reputation caused by bad content in early stages
- Will there ever be an independent profitable Mobile TV industry? What are the restraints currently?
- Jonathan Nash, CEO, Nano Network Inc
- Frank Chindamo, President and Chief Creative Officer, Fun Little Movies
- John Katzman, Film Director
Networking and Coffee Break
15:45
Regulations and New Media RIghts
Content Protection for Mobile TV
16:15
- Protecting rights and securing revenues
- Service and content protection technologies
- How th carious standards are faring in the real world
- Case study: TU Media
- Doug Lowther, VP Marketing, Irdeto
Media Rights Complexities
16:45
INTERACTIVE PANEL DISCUSSION
(Short presentation introducing the Panel Discussion)
- The specificities of Media Rights and the Mobile TV industry
- Steve Masur, Senior Partner, MasurLaw
The ever-diminishing size of the slices of the pie: Are long-winded rights agreements stifling the fledgling industry?
- Uncharted territory: the need to move with caution and potential for expensive mistakes
- Are players being too cautious? Could collaboration be agreed upon more swiftly?
- Who has the most to gain, and the most to lose?
- The extent to which the process is preventing the industry from advancing
- Vance Hancock, Chief Legal Counsel, Saxon Mills LLC
End of Day One
17:30
Day Two Thursday 16th November 2006
Chairman's Welcome
08:55
- Tammy Parker, Principal Analyst, Informa Telecoms & Media
Mobile TV Deployments around the Globe
South Korea's Experience as the World's First Commercial Mobile TV Service
09:00
CARRIER
- Initial reasons for the choice of DMB technology
- The success of the business model 18 months after launch
- Mistakes made and how they were tackled
- Predictions for service evolutions in the coming 24 months
- KTF Speaker name to be confirmed
Mobile TV European Deployment
09:30
CARRIER
- Giuseppe Piersantelli, Technical Specialist, Broadcast Solutions Innovation, Telecom Italia
Preparing the Networks, Decision-Making and Roll-Out: A Stateside Story
10:00
CARRIER
- Initial challenges: Geographic availability and suitability of devices for 3G
- The user experience: Perceived content and service quality feedback
- Long form versus short form, ad paid content, place-shifting versus time-shifting, made for mobile. What does the consumer watch?
- Economies and uncertainties: What the industries need to decide on ASAP
- Sean Durkin, Product Development Manager - MobileTV, Verizon Wireless
Networking and Coffee Break
10:30
The Unique Case of MediaFLO: an Independent Success
11:00
- Standardization and international deployments of MediaFLO
- Technical advantages to an independently developed technology
- Proprietary technology drawbacks: Achieving economies of scale through the modification of standard equipment
- Developing a compelling wholesale content offering
- Jeff Brown, Director of International Business Development, QUALCOMM MediaFLO
Leveraging Mobile TV Technologies to Drive Further Revenues
11:30
- In what ways can the Mobile TV technologies be put to further use?
- How can Mobile TV technology integrate and extend existing operator services?
- What would the advantages and disadvantages be to the consumer?
- How can the mobile experience be differentiated from the traditional TV experience?
- Vinod Valloppillil, VP Product Marketing, Roundbox
The Possibility of One Technology Emerging as the Mobile TV Standard
12:00
INTERACTIVE PANEL DISCUSSION
- The benefits to introducing a Mobile TV standard technology
- Mobile TV roaming: a local, national or global answer?
- The winners and losers: Potential revenues and losses
- Coverage issues:
- Mobile TV: A glimmer of hope for return on 3G investments?
- KTF Speaker to be confirmed
- Giuseppe Piersantelli, Technical Specialist, Broadcast Solutions Innovation, Virgin Telecom Italia
- Jeff Brown , Director, International Business Development, QUALCOMM MediaFLO
Lunch
12:30
Mobile Devices and their Role in Providing a Successful Offering
Broadcasting to Multiple Platform Types - Value Chain and Business Model Implications
13:30
- Broadcasting to more than mobile phones: How does this affect players in the value chain?
- The strategic considerations players must take into account
- What are the implications for secure access and digital rights management?
- An overview of resulting business models and revenue creating opportunities
- Sam Leinhardt, CEO, Penthera Technologies
Securing and Enabling Advanced Mobile TV Services
2:00
- Protecting pre-recorded or stored content and the applicable business models
- Interactive Platforms on Mobile Devices: Enhancing the viewing experience by adding voting, chatting, commerce and games
- Advanced electronic program/service guide technologies: What does the user want to see and what can be delivered
- Fixed/mobile convergence: Time shifting, place shifting and the fine line between
- David Fagelston, Director, Mobile Business Development, NDS
Presenting Devices to the Consumer to Encourage Mobile TV Adoption
14:50
- Mobile TV-enabled devices offered for commercial services and trial periods
- Consumer feedback: Enthusiasm and disappointment
- Device capabilities, technology performance and quality of content: which is the make or break feature or is it a combination of the three?
- The role of devices in ARPU-increasing interactivity
- James Thomas, Nokia
Blinded by Science: the Need to Remember the User Experience is Key
15:20
PANEL DISCUSSION
- Attracting the masses: How attractive is the current mobile TV technology offering and where are improvements required?
- Confusing the consumer and the need for technology to remain invisible
- Has picture quality reached its pinnacle? Are there still advances to be made? What would be the optimal number of frames a second?
- Application start up times, buffering and failure rates: the technological restraints causing the user to switch off
- A prediction for Mobile TV technology in the next 5 years
- Kanishka Agarwal, VP New Products, Telephia
- Playboy Speaker name to be confirmed
- Vinod Valloppillil, VP Product Marketing, Roundbox
- Sean Durkin, Product Development Manager - MobileTV, Verizon Wireless
End of Conference
17:15
