The market for mobile banking and other mobile financial services is growing at an ever increasing rate, with customer adoption in the US set to grow to 56 million users in the next few years. Institutions that have led the way are already seeing customer loyalty, return per customer and customer acquisition benefits. The question now is not if I should enter this market, but how do I compete in the mobile banking space? Mobile Financial Service Congress, 2-3 December, Miami, Florida, will provide critical insights to overcome technical and budgetary challenges, and winning strategies for fully exploiting the mobile channel.

1. Mobile Financial
Services Congress 2009
Wednesday 2 and thursday 3 December 2009, Miami, Florida, uSa
Critical insights and winning strategies to overcome technical
and budgetary challenges to fully exploit the mobile channel
HEaR FRoM kEy kEy REaSonS to attEnD:
inDuStRy SPEakERS: ■ Discover the critical success factors for launching your mobile product
Brandon McGee,
VP and Senior Project Manager, ■ Optimize your mobile offering to fully exploit the unique growth and
Mobile Banking, marketing opportunities of the mobile channel
HuntinGton Bank
■ Maximize your market share with winning strategies to drive adoption
Ginger Schmeltzer,
and build your customer base
Senior VP, SuntRuSt Bank
Robert Rankin, Senior VP,
FiFtH FiRSt Bank
EVEnt HiGHLiGHtS: toP CoMPaniES
armin ajami, REPRESEntED:
VP, WELLS FaRGo ■ Practical case studies on
Juli anne Callis, CEO, successful mobile launches ■ HUNTINGTON BANK
niH FEDERaL CREDit union ■ SUNTRUST BANK
Jeff Dennes, ■ Essential debate on the industry ■ FIFTH THIRD BANK
Executive Director, uSaa solution to driving adoption
■ WELLS FARGO
Robert Mark, Channel
Manager Mobile and Alerts, ■ Showcasing the latest vendor ■ NIH FEDERAL CREDIT
anZ nationaL solutions and next generation UNION
Jane E. Cloninger, technology ■ USAA
Director, EDGaR,
Complementary workshop, ■ EDGAR DUNN &
Dunn & CoMPany ■
presented by Fiserv and M-Com: COMPANY
toshihiro uchida, VP, Web
Technology Group, Wireless, Learn to maximize ROI in the ■ FIDELITY
FiDELity inVEStMEntS mobile business model INVESTMENTS
Gold sponsors: Silver sponsors: Co-sponsors:
®
MAKE THE MOBILESHIFT.
REGiStER noW:
online: www.arena-international.com/mobilefinance tel: +44 (0)20 7753 4268
Email: book@arena-international.com Fax: +44 (0)20 7915 9773

2. Free Pre-Conference workshop Day One Wednesday 2 December
understanding how to calculate and Building a compelling internal business case for
build a successful business case for mobile banking
investing in the mobile channel 08:30 Registration and refreshments
Tuesday 1 December 2009, 2.00 pm - 5.30 pm 08:55 Chairman’s opening remarks
Led by Fiserv and M-Com Brandon McGee, Vice President and Senior Project Manager,
HuntinGton Bank
Workshop is free to attend for conference delegates
09:00 keynote address: understanding the business models
and adoption trends that are driving the industry and
building a persuasive business case for mobile banking
● Assessing the market demand for mobile financial services; market
drivers and adoption trends; and the implications for the banking
industry and for your institution
Exposing the underlying demographic trends that are driving
about the workshop: ●
growth and how banks should tailor their approach to capture
In the current economic downturn, it is more important than these market segments
ever to adopt an enterprise-wide mobile financial services ● Forecasting the development of the mobile market to understand the
strategy that will provide a significant return on investment, size of the opportunity and where to direct investment to capitalize
while enhancing the banking experience of your customers on the mobile channel
and reducing channel costs. Brandon McGee, Vice President and Senior Project Manager,
HuntinGton Bank
09:30 keynote address: non-online Bankers and the
During the pre-conference workshop you will learn:
● What drives value and ROI when it comes to mobile banking,
Mobile Channel: Lessons from the Frontline
alerts and payments for banks and credit unions? (Case Study: anZ national)
● How to go about understanding which customers to target for
● What information and data elements you need to assemble
mobile banking
a business case for investing in mobile?
● Understand which services ‘offline’ customers adopt and how
● What a successful internal ‘pitch’ looks like? they use them
Attendees will also receive a complimentary ROI White ● Assess the operational and financial impacts of mobile banking
Paper and Spreadsheet Model to assist with building for non-online bankers
Robert Mark, Channel Manager Mobile and alerts, anZ nationaL
the Business Case for Investing in Mobile Banking, Alerts
and Payments. 10:00 Featured keynote: Lifting the lid on a winning business
model for mobile banking
● Understanding the phenomenal growth of mobile banking in the US
about the workshop leaders: and what the trend of exponential growth means for the market, the
banking industry and individual institutions
Robert Mark
● Revealing the true costs of developing and implementing a mobile
Channel Manager Mobile and alerts
solution – what you need in the budget to launch successfully
anZ national ● What are the essential services that an mbanking platform needs to
Robert is an experienced mobile banking and payments offer and what is the most cost effective way to develop them?
practitioner currently based in Auckland, New Zealand and ● Generating a return on your investment – How a mobile solution can
working for ANZ National, New Zealand’s largest financial cut costs and boost profits for your institution
institution. Over the last 18 months Robert has been focused ● Looking to the future of mobile to determine how banks should
on building a profit generating mobile banking channel and be designing their mid and long term strategies for technology
establishing a development roadmap that will continue to extend investment and channel development, and exploring the possible
New Zealand’s position as a leading adopter of mobile banking impact on other retail and commercial banking channels
and payments technology. In addition to Mobile Banking, Robert ● Case study: Outlining USAA’s successes in the mobile space to date
has extensive experience with both card and mobile based and plans for the future
contactless payments solutions and is an avid follower of mobile Jeff Dennes, Executive Director, uSaa
banking and payments developments around the world. 11:00 Morning refreshments and networking
Serge van Dam overcoming the technical challenges of implementing
Head of Marketing a mobile banking solution
M-Com
Serge is responsible for understanding and developing the 11:30 Panel discussion: Critical trends in technology
markets M-Com operates in, and works with M-Com's customers that will determine the success of your mobile
to ensure they leverage the value the mobile channel brings banking offering
to them and their consumers. This also includes M-Com's ● Exploring the different channels and platforms:
relationships with channel partners, analysts and other industry ● Which are most suitable for the banking product?
● Which do you have to incorporate for a successful product?
stakeholders. Prior to joining M-Com, Serge fulfilled a number of
● How can you optimize user experience across multiple device
IT and project management roles with an emphasis on financial,
types and operating systems?
electronic billing and transaction management systems. ● Assessing the impact of smart phones and the ‘application store’
● Which device manufacturers are doing the most to enable mobile
banking and what more can be done to support this emerging
REGISTER ONLINE NOW! technology? How can the banking industry encourage device
manufacturers to do more to support mbanking?
www.arena-international.com/ armin ajami, VP, Sr. Product Manager, Mobile Banking, WELLS FaRGo
Jeff Dennes, Executive Director, uSaa
mobilefinance Richard Crone, Founder and CEo, CRonE ConSuLtinG LLC

3. Day One Wednesday 2 December Day Two Thursday 3 December
12:15 Panel discussion: developing the platform Defining your enterprise strategy for the mobile channel
in-house vs. buying a vendor solution and
08:30 Registration and refreshments
evaluating the vendor market
This panel will pick apart the vendor market to make sense of the 08:55 Chairman’s opening remarks
diverse range of solutions and help you determine which is best
for your business. 09:00 keynote address: Differentiating your mobile
● Evaluating the pros and cons of building in house vs. choosing offering through branding, design of the user
a vendor solution to launch or upgrade your mobile platform experience and product functionality to gain
● The critical criteria for selecting a best-of-breed vendor solution a competitive edge in the mobile market
● Making sense of a crowded vendor market, finding the right partner ● Defining your mobile brand to achieve true differentiation in
Ginger Schmeltzer, Senior Vice President, Sun tRuSt Bank a crowded market
Robert Rankin, Senior Vice President, FiFtH tHiRD Bank ● Successfully innovating in a rapidly changing and developing
toshihiro uchida, Vice President, Web technology Group, market place – how can you predict the trends and capitalize
Wireless, FiDELity inVEStMEntS early on the opportunities?
Presented by FiSERV and M-CoM ● Understanding the functionality that your customers really want and
need so you can direct investment of resources to the areas that will
13:00 Lunch and networking offer the greatest returns
Doug Peacock, Vice President, online Banking / M&i Mobile,
Defining winning mobile product strategies MaRSHaLL & iLSLEy CoRPoRation
14:30 integrating mobile effectively with your multi-channel
strategy for a cohesive brand experience and greater 09:30 Lessons from online – developing a strategy for
customer loyalty and profitability mobile financial services to fully optimize your use of
● Outlining the how the unique aspects of the mobile channel can be the mobile channel and avoid costly mistakes
exploited to further develop a cohesive brand image ● Exploring the key similarities and differences between the mobile
● Capturing the offline market – how to enroll and register customers and online; defining the unique qualities of the mobile channel
who are not using your online channel and the potential applications for banks and financial institutions
● Strategies to add value through each customer interaction ● Critical lessons from the growth of online – the common pitfalls
● Putting the customer experience at the center of the brand strategy encountered by institutions and how they can be avoided in the
● Exploiting the mobile channel to enhance customer connectivity launch and development of mobile
Carl Snyder, President, Zions internet Bank, ZionS Bank Calvin Grimes, Product Manager, Mobile Money, FiSERV
15:00 Case study: Developing a full service mbanking 10:00 Featured presentation: nokia’s mobile solutions for
platform that incorporates the latest innovations the next billion - cash goes mobile
to fully engage customers ● Lifting the lid on Nokia’s mobile banking solution, and the role that
● Revealing innovation that leads to cutting edge product development a non-financial institution will play in the mobile banking space
● Assessing the strengths and limitations of currently available Mary McDowell, Executive Vice President, Head of Product
technology and the impact on product development Development, nokia (tbc)
● Innovating for the customer experience – building the services that
your customers want and need 10:30 Morning refreshments and networking
● Working with a vendor partner to develop a full service offering –
weighing the costs against the potential benefits Powerful strategies to realize the full potential of
Presented by MSHiFt
the mobile platform
15:30 Afternoon refreshments and networking 11:00 analyzing mobile banking customers to understand
16:00 Establishing the critical functionality and features how they differ from other clients – understanding
your vendor solution or in-house development must the implications for a successful mobile strategy
have to be successful ● Critical analysis of the mobile banking customer – how they differ in
● Outlining the essential functionality and usability criteria to take terms of balances, profitability, retention and channel usage
advantage of the most popular services and platforms ● Key trends from the research and how they translate to a business
● The role of mobile alerts as a key component of a strong mobile offering case for mobile banking
● Designing for adaptability and scalability to take advantage of future ● Creating a banking strategy for your institution that capitalizes on
innovations in capability and application how customers use the channel
● Ensuring integration across the business to offer a full service Ginger Schmeltzer, Senior Vice President, SuntRuSt Bank
range on the mobile device
● Preparing to offer the next generation of mobile financial services 11:30 Examining how mobile banking and mobile payments
armin ajami, VP, Sr. Product Manager, Mobile Banking, WELLS FaRGo will propel opt in mobile marketing
● Mobile phones are present in every other channel experience.
16:30 Creating conversation and engaging with a new By 2012 it's predicted that 40%-50% of all sales will be cross-
generation of customers through innovative channel enabled setting the stage for mobile self-service, mobile
marketing strategies that take advantage of the payments and mobile marketing.
unique nature of the mobile channel ● Unlike any other entity in the history of payments innovation,
● Assessing the impact of Facebook and the iPhone on what the next wireless carriers and merchants hold several critical, leverage-able
generation of customers want from their bank assets for redefining the payments ecosystem using all seven (7)
● Integrating the lessons from marketing through social media to mobile channels (voice, text, WAP2, Apps, NFC, Bluetooth and the
create an interactive brand marketing strategy embedded Camera).
● Finding the line between interactive and intrusive ● This session will address the strategic positions, innovative funding
● Moving from brand awareness to brand involvement – engaging with models and mobile processing options that are device, carrier and
customers to create loyalty through the mobile medium bank independent that require little or no changes at the physical
Juli anne Callis, Chief Executive officer, niH FEDERaL CREDit union point of sale (POS) for acceptance.
Richard Crone, Founder and CEo, CRonE ConSuLtinG LLC
16:30 Chairman’s summation and close of day one

4. Day Two Thursday 3 December Sponsors and Media Partners
12:00 assessing the market potential of mobile payments Gold sponsors
in north america and how financial institutions need M-Com
to adapt to take part Founded in New Zealand in 2000 and
● Reviewing the development of mobile P2P payments in developing headquartered in Atlanta, GA, M-Com
markets and the impact on adoption of wider mobile banking – is an international mobile banking and
implications for the US market payments solution provider with live
● Dissecting the mobile payments business model – who profits Fortune 500 banking customers across
and how? Asia Pacific and North America. M-Com's
● Evaluating the investments in infrastructure and technology needed core proposition is centered on delivering a positive return on
to support P2P and other mobile payment systems and the pay off
investment through world class adoption metrics for the mobile
for financial institutions
channel while providing the lowest total cost of ownership. For
Jane E. Cloninger, Director, Edgar, Dunn & CoMPany
more information, visit www.mcom.co.nz.
12:30 Lunch and networking
Fiserv : Celebrating 25 years of partnership and
service to the financial services industry, Fiserv is
13:30 Speaker Hosted Roundtables a leader in financial services technology solutions,
Interactive roundtable sessions offer a unique opportunity to come
driving innovation in Payments, Processing Services, Risk &
together with your peers to share best practice and develop solutions
Compliance, Customer & Channel Management, and Business
to critical challenges facing the industry as a whole. Hosted by
industry experts and each focused on a single issue, roundtables are
Intelligence & Optimization. A Fortune 500 company, Fiserv is
an exciting, interactive way to build your personal network and learn ranked No. 1 on the FinTech 100 survey of top partners to the
from the experience and expertise of others. financial services industry and winner of the 2008 Information
Week 500 banking and financial services category. www.fiserv.com
Delegates can attend up 3 round tables and may select from:
ClairMail is the leading provider of proactive
®
Roundtable 1: mobile solutions for banking, payment and
Pinpointing Roi in the mobile banking business model card services, driving new levels of customer trust and loyalty,
Discover how mobile banking can contribute to the bottom line, facilitating cross-sell and enabling near term, measurable cost
what returns established products are generating and the steps savings. ClairMail maximizes mobile adoption, leverage and ROI
you need to take to achieve compelling ROI
through its unified, simple approach to mobile banking – regardless
of the mix of mobile devices, carriers or back-end financial systems.
Roundtable 2:
For more information call (415) 884-7270 or visit www.clairmail.com.
Driving adoption and building your customer base
Develop innovative approaches to marketing the mobile Silver sponsor
platform and share strategies for quickly establishing a strong
customer base.
David Eads, Founder, MoBiLE StRatEGy PaRtnERS MAKE THE MOBILESHIFT.
Roundtable 3: Co-sponsors
Cutting edge innovations and the next generation
of mobile financial services
Meet the market leaders, who will reveal their approach to
product innovation and offer insights on the future of mobile
financial services Media partners
Roundtable 4: FUTURE BANKING Future Banking works with renowned
executives in the industry to provide key
21st century strategies and solutions for Europe
Creating effective marketing campaigns for the decision- makers at Europe’s leading financial services organisations
mobile channel with reliable and accurate intelligence on emerging trends and
This creative think-tank for marketing specialists is your breakthrough technologies, helping them to make informed
opportunity to devise winning strategies for reaching customers decisions. www.banking-gateway.com
through the mobile platform
Mobile technology is a leading
Richard Crone, Founder and CEo, CRonE ConSuLtinG LLC mobilecomms- source of information within
Roundtable 5: technology.com the industry. Our mission is to
Defining the industry strategy for mobile payments
The website for mobile & cellular communications
provide senior executives, decision-
Join this critical discussion to determine the best industry makers and business communities
strategy for taking on the telcos as mobile technology gears up throughout the world with valued information and services,
to replace payment cards by communicating industry developments, offering informed
opinion and promoting our customers' products and services.
15:00 Chairman’s summation www.mobilecomms-technology.com
15:15 Close of conference Published since 1992, Finance Director
Europe has gained a reputation for
informative and authoritative coverage
of the challenges which increased strategic
influence brings. The publication boasts
incisive commentary and analysis from the world’s most
powerful business leaders, alongside investigative and
Do you wish to exhibit your products and services at provocative articles from leading journalists. This service is
this exclusive event? Contact details: Nick McCudden, supported here online by The Finance Director, which is used
as a daily reference point for current opinion and the latest
Sponsorship Manager +44(0) 207 753 4259
developments. www.the-financedirector.com
nicholasmccudden@arena-international.com

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Wednesday 2 and Thursday 3 December 2009, Miami, Florida, USA
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