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AOP Event: Mobile - will it ever work for publishers?

When:
Jul 16, 2007 from 09:00 to 11:45
Where:
AOP offices
The combination of flat-rate data access tariffs and the younger demographics increasing mobile usage means that publishers can seize new revenue opportunities, but they have to create new services and use new channels of distribution. This forum will bring together industry experts to discuss and debate the next steps.  

Date: 16 Jul 2007
Time: 09.00am to 11.45am
Venue: AOP offices

Address: Queens House, 55-56 Lincoln's Inn Fields, London WC2A 3LJ

Register: Booking form

 

Details:

 

The combination of flat-rate data access tariffs and the younger demographics increasing mobile usage means that publishers can seize new revenue opportunities, but they have to create new services and use new channels of distribution.

 

With emerging flat-rate data packages, and the end of the operator’s walled garden, what opportunities does the mobile internet now offer publishers?

 

  • How can publishers effectively distribute their content through mobile services?
  • How should you be preparing mobile content for consumption?
  • What’s the impact of the increasing functionality of handset manufacturers?
  • What’s the commercial angle? Should you pursue on-portal deals? Or would you rather make your own mobile route?

 

This forum will bring together industry experts to discuss and debate the next steps.

 

09:00 Registration and breakfast

 

09:45 Welcome and introduction

 

09:50  Chair’s opening remarks
Chair: Tim Green, executive editor, Mobile Entertainment Magazine

 

09:55 Opening up the operator portal

Dario Betti, international data marketing manager, T-Mobile

  • How can publishers effectively distribute contact via portals?
  • Will content publishers who rely on portals need to learn new lessons?
  • Will the relationship will change from a buying to selling relationship?
  • Are we seeing first steps of the death of the operator portal?
  • What is the impact of flat-rate data packages?
  • Are the flat-rate announcements enough to enable rich media services?

 

10:15 Questions and discussion

 

10:20 Publisher case study: FHM

Mike Burgess, creative director, Emap Mobile

 

  • Preparing mobile content for consumption  
  • What works, what doesn’t
  • What’s the impact of increasing handset functionality?

 

 

10:40 Questions and discussion

 

10:45 Mobile Advertising – what does it mean for publishers?

 

Nick Lane, principal analyst, head of research services, mobile content and applications, Informa Telecoms & Media

 

  • Ad funded content – what does it mean for publishers?
  • What are the business metrics of mobile advertising effectiveness?
  • What are publishers doing in the space?
  • What content will people pay for still, in an era of ad-subsidised content
  • Is the market mature? Is the ecosystem there
  • Can’t buy aggregated inventory
  • How will business models change?

 

11:05 Questions and discussion

 

11:10  Mobile TV – the future of mobile? Jeremy Flynn, ceo and co-founder, D2See

  • What genres are going to work?
  • How can you take “second screen” content and transfer it to “fourth screen”
  • What are critical success factors? Dos and don’ts
  • How does linear terrestrial TV work on mobile? Both technically and commercially
  • Is there a suite of genres that relates to mobile video? What works in the market? 

 

11:30  Questions and discussion

 

11:45  Close

 

For booking information, click here.
For more information please contact AOP at: events@ukaop.org.uk or 020 7400 7566.

Register: Booking form

Booking contact: Natalie Martin

Email: events@ukaop.org.uk

Telephone: 020 7400 7566

 

 

 

 

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