Monetising Messaging Services takes place on 14 - 17 March 2011 at Dexter House, London. Come and hear industry leaders discussing the future of messaging, and how to transform messaging traffic into new revenue streams.

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SERVICES
Evaluate and maximise the future potential of messaging services
and understand how to develop innovative VAS that drive
revenues and secure your competitive advantage
KeyNOTe PReSeNTATIONS
FIND OUT hOw TO l Shaun Gregory – Managing Director
l Combat SMS commoditisation of O2 Media
l Transform future messaging traffic into new revenue streams l Keith Nurcombe – Head of O2 Health
l Capitalise on strategic collaboration with third party service PLUS exClUSIVe INSIGhTS FROM
providers to secure your competitive advantage
Kim Bybjerg, Managing Director of M2M,
l Develop unique and innovative VAS to differentiate your offering KPN Group
l Exploit the future opportunities of VAS including mobile Sergio Cozzolino, Mobile ICT Sales Manager for
advertising, m-commerce, m-health and M2M Corporate Customers, Telecom Italia
Juergen Pillinger, Senior Business Development
Manager, Orange Austria
ADDITIONAl leARNING OPPORTUNITIeS
l Pre-Conference Workshop – 14th March Razvan Barbulescu, Mobile Advertising Senior
Learn how to extract value from messaging services in a commoditised market Product Manager, Vodafone Romania
Led by Frederic Bertolino, Independent Messaging Consultant
(Former Director for Messaging & Voice Products Development, Saadi Hussain, Head of Commercial
Telefónica O2 Czech Republic) Propositions, BT
l Post-Conference Workshop – 17th March Wolfgang Seibert, VP Business Marketing &
Understand how to exploit the potential of M2M to stimulate revenue growth Messaging, Deutsche Telekom
Led by Kim Byberg, Managing Director M2M, KPN
Mohamed Salheen, Head of Business Solutions &
Propositions, Mobily
“This event will be a great opportunity for you to really
challenge your thinking on the way SMS can work in Rémi Provendier, Head of Mobile & Online
Payment Solutions, SFR
multiple environments.”
Elvin Altun, Mobile Marketing Unit Head, Turkcell
Keith Nurcombe, Head of O2 Health, Telefónica O2
Oscar Jenkins, Director of Mobile Marketing, MDA
“This will be the place to meet industry leaders and get a
Senior Representative, Blyk Media
new perspective on how to monetise your existing assets.”
Vit Soupal, Senior Head of M-Payments & Partner
Razvan Barbulescu, Mobile Advertising Senior Product Manager,
Solutions, T-Mobile Czech Republic
Vodafone Romania
Senior Representative, MMA
Register now at www.monetisingmessaging.com

2. Are you struggling to develop innovative offerings to drive messaging
revenues and differentiate yourself in the market?
Do you want to avoid the risk of becoming a “bit pipe” for third party traffic?
If your answer is yes, then Telecoms IQ’s Monetising Messaging Services event is the one for SERVICES
you. Don’t miss this exclusive opportunity to delve into the future of mobile messaging to hear
how to stimulate revenue generation. Come and learn from fellow mobile messaging experts
on how to combat SMS commoditisation and develop and leverage innovative VAS to secure
your competitive advantage into the future.
why yOU MUST
Gain exclusive insight into issues including: Be TheRe
l The future of mobile messaging – the MDA will be presenting stacks, apps and failed ideas
l How some of the best in the business have successfully developed and deployed l Benefit from 14
innovative VAS including: operator case studies
• M2M delivery platforms demonstrating how to
• High value M-health services successfully monetise
• Tactical M-payments strategies your messaging services
l How to successfully implement “opt-in” permission based advertising to drive revenue
growth l Learn how to develop
l How to meet and respond to the demands and expectations of your volatile youth segment and implement
innovative VAS to
Monetising Messaging Services will demonstrate first-hand where you should invest your differentiate your
money in order to ensure a return on investment. Case studies from across Europe and the
offering and secure
Middle East will give you the practical know-how and industry intelligence required to realise
your competitive
the tactical and strategic opportunities that will drive revenue growth.
advantage
If you have any questions about the conference agenda and our expert speaker panel, or
would like to speak yourself, feel free to contact me directly on +44 (0) 20 7368 9576; I will be
l Challenge your thinking
happy to help.
on the future of
I look forward to meeting you in March 2011! messaging with key
All the best speakers from the MDA
and the MMA
Kate Gray, Conference Producer, Telecoms IQ
PRe-CONFeReNCe wORKShOP – MONDAy 14Th MARCh 2011
Registration and coffee will begin at 09.30.
The workshop will take place between 10.00 & 16.00 with appropriate breaks for lunch and refreshments.
Learn how to extract value from messaging services in a commoditised market
This interactive workshop will focus on generating innovative ideas and benchmarking cost-effective strategies that will drive messaging
revenues in today’s market. You will also take an in-depth look into how messaging is likely to evolve over the coming years and how you can
capitalise on the opportunities presented by “Next Generation Messaging”.
Session 1: Determining how to grow your messaging revenues Session 2: Establishing how messaging will evolve in the coming
when the service is becoming a commodity years and understanding how you can capitalise on this
l Exploiting traditional marketing approaches l Explaining and leveraging the concept of Next Generation Messaging
– Promotions to drive your revenues
– Price elasticity l Forecasting the future for messaging and exploring potential
– Bundles scenarios based on:
– Micro-segmented approaches – End-user experiences
– Cross-selling and up-selling – Barriers to adoption
l Developing and leveraging Value Added Services (VAS) – Investment needed and expected benefits for the end-user and
– What VAS have been developed to date and why has the uptake the operator
been so poor?
– What VAS could be developed in the future to optimise uptake and
usage?
Led by Frederic Bertolino, Independent Messaging Consultant
(Former Director for Messaging & Voice Products Development, Telefónica O2 Czech Republic)
Register now by contacting us on + 44 (0) 20 7368 9300

3. POST-CONFeReNCe wORKShOP – ThURSDAy 17Th MARCh 2011
Registration and coffee will begin at 09.30.
The workshop will take place between 10.00 & 15.00 with appropriate breaks for lunch and refreshments.
Understand how to exploit the potential of M2M to stimulate revenue growth
KPN has developed its own unique approach to target the M2M market. During this workshop, members from the KPN M2M team will give
you exclusive and in-depth insight into how they are approaching their customers in this emerging market.
Key topics to be addressed include:
l Understanding how the KPN control centre works and evaluating the benefits for their customers
l Determining how to maximise your users’ understanding of the wireless business and other opportunities that are available
This session will be highly interactive and there will be plenty of opportunities to ask questions, brainstorm and share your own examples of
what is, and what is not, working in this space.
Kim Byberg, Managing Director M2M, KPN
yOU CAN exPeCT TO MeeT DIReCTORS AND heADS OF PLUS see the results of
Telecoms IQ’s exclusive
Monetising Messaging Services Research
l Product Development 5%
5% Project
l Product Marketing Western Europe Would it make your job a lot easier if you
35% knew what your customers wanted from
l Messaging
Eastern Europe 20%
their mobile phones?
Scandinavia
l Value Added Services Telecoms IQ have conducted a survey
Middle East and collected over 500 responses from
l Strategy end-users like you and me, in an effort to
Africa
establish exactly what customers want from
l Innovation 35% their mobile phones.
Book your place at the conference and gain
exclusive access to the results.
Find out what your customers really want!
CASe STUDIeS NOT TO Be MISSeD
Visit the website to find out more
about this exciting project
l See how Telefónica O2 are combatting SMS commoditisation
l Hear the MDA’s alternative outlook on the future of mobile messaging –
stacks, apps and failed ideas Association Partners
l Hear how SFR and BT have developed effective m-payment strategies to
drive mobile usage
l Evaluate the success of Telecom Italia’s innovative NFC deployment
strategies and the ROI achieved
l Gain in-depth insight into how Vodafone Romania are implementing
“opt-in” permission based advertising to drive revenue growth
l Understand how O2 Health and Orange Austria are leveraging high
value M-Health services to re-establish their competitive advantage
l Learn from KPN and Mobily the future potential of M2M for radically Media Partners
increasing messaging usage and revenues
l Take an active role in the cross-operator panel discussion on the future
of mobile messaging services
FOR MORe INFORMATION
For all speaker / sponsorship enquiries please contact: Follow us on Twitter
@telecomsforum
Kate Gray, Conference Producer, Telecoms IQ
Join our Linkedin group
+ 44 (0) 20 7368 9576 • Kate.Gray@iqpc.co.uk
‘Telecoms Networking Forum’
Register now by emailing telecoms@iqpc.co.uk

4. CONFeReNCe DAy 1 – TUeSDAy 15Th MARCh 2011
09.00 Registration and coffee • Examining why and how to develop a cross-operator m-payments
infrastructure to secure third party buy-in and maximise revenue
09.25 Welcome address growth
Kate Gray, Conference Producer, Telecoms IQ • Developing an m-payments solution that can easily be integrated
across all user handsets to maximise the user experience and drive
09.30 Opening remarks from the Chair followed by a speed usage
networking session • Understanding how to optimise security and data protection to drive
m-payment adoption usage, and maximise your ROI
09.50 Examining how Telefónica O2 are stepping into “the new Saadi Hussain, Head of Commercial Propositions,
world” and changing the game to generate new revenues BT Global Services
• Understanding the messaging challenges facing operators in today’s
competitive market place 14.40 Understanding how SFR have developed an effective
• Establishing how O2 are combatting SMS commoditisation to drive m-payments strategy to drive mobile usage and revenue
revenue growth generation
• Identify and overcome the challenges of “the new world” to regain • Understanding how SFR have developed and implemented an
your competitive advantage effective m-payments strategy
• Evaluating O2’s success in changing the game • Establishing how SFR have overcome the challenges of implementing
Shaun Gregory, Managing Director of O2 Media, Telefónica O2 their m-payments strategy to drive mobile usage
• Determining how SFR have transformed customer usage into
10.30 Examining the future of mobile messaging – stacks, apps revenue generation
and failed ideas • Evaluating the success of SFR’s m-payments strategy and the annual
KPI results and ROI achieved
• Understanding whether the lack of investment and innovation has
killed SMS Rémi Provendier, Head of Online & Mobile Payments Solutions, SFR
• Determining whether mobile network operators have missed the &
next generation of messaging President, Internet+ Association
• Establishing if mobile apps have shifted the balance of power away
from mobile operators 15.20 Learning from T-Mobile Czech Republic how to develop
• Evaluating where the money is in messaging and how operators can and deploy an m-payments strategy to stimulate revenue
maximise these opportunities for future revenue generation generation and mobile usage
Oscar Jenkins, Director for Mobile Marketing, • Examining how T-Mobile have developed and delivered their
m-payments strategy to drive messaging revenues
MDA (Mobile Data Association)
• Understanding the challenges that T-Mobile faced when developing
their strategy and how they overcame them
11.10 Morning refreshments
• Determining how T-Mobile ensured optimal buy-in from their
11.40 Evaluating whether service based pricing will survive in customers
the messaging world • Evaluating the overall success of T-Mobile’s m-payments strategy in
terms of customer take-up and ROI
• Understanding if the substitution of messaging through IP services
and Social Networks is just industry hype or already reality Vit Soupal, Senior Head of M-Payments & Partner Solutions,
• Determining whether customers are willing to pay for messaging T-Mobile Czech Republic
services in an IP world
• Establishing the role of the mobile operator in an IP-based 16.00 Afternoon refreshments
environment
16.30 Establishing how to meet the demands and expectations
• Determining how Deutsche Telekom has addressed these challenges
of your volatile youth segment
Wolfgang Seibert, VP Business Marketing & Messaging, Deutsche • Understanding how to identify the needs of a highly unpredictable
Telekom and fragmented market in order to develop valuable messaging
services
12.20 Developing and leveraging Near Field Communication • Determining how to monitor and respond to the rapidly evolving needs
(NFC) to enhance the user experience and expectations of your youth segment to maximise service usage
• Examining the market surrounding NFC and the latest GSMA • Establishing the key influencers within this segment and using this
initiatives insight to understand the future demands of these customers and
• Understanding the strategies for deployment and quantifying the gain a competitive advantage
success of different NFC applications • Understanding how to develop VAS that meet the expectations of
– M-payment youth customers first time round to optimise take-up and usage
– M-ticketing Senior Representative, Blyk Media
– M-advertising
17.10 Panel discussion: What is the future for mobile messaging
• Examining the trade-off between proximity and remote services to
services?
establish where the revenue opportunities for all mobile operators lie
• Is there still on-going potential for traditional SMS services?
• Evaluating Telecom Italia’s NFC market experiences and the lessons
• What is the role of telecoms operators in an IP driven world?
learnt
• How can operators maximise the future revenue opportunities
Sergio Cozzolino, Mobile ICT Sales Manager for Corporate Customers, associated with m-payments?
Telecom Italia • How can operators maximise the potential of location-based
& advertising?
Chairman, SCaG (Smart Card Group), GSMA • Do m-health services have the potential to reshape the medical
world?
13.00 Lunch Panellists will include:
Saadi Hussain, BT Global Services
14.00 Learning from BT Global Services how to develop an
Oscar Jenkins, MDA (Mobile Data Association)
effective m-payments strategy to drive usage
• Understanding the business case for investing in m-payments 17.50 Closing remarks from the Chair
• Determining what third party partnerships you need to develop to
maximise the potential and value for your customers 18.00 End of conference day one
Register now by contacting us on + 44 (0) 20 7368 9300

5. CONFeReNCe DAy 2 –weDNeSDAy 16Th MARCh 2011
09.00 Registration and coffee 13.50 Understanding how O2 Health are developing and
leveraging their m-health services to provide a high value
09.30 Opening remarks from the Chair service
• Recognising SMS as a simple, accessible VAS to raise health awareness
09.40 Understanding how MNOs can leverage their mobile
and generate additional revenues
advertising and marketing strategy to compete with OTT • Understanding how O2 Health has overcome the user perception of
service providers m-health messaging as a limited VAS
• Examining how the mobile has become the “7th mass media” channel • Establishing how O2 Health are leveraging their m-health services in
• Assessing the value of data in mobile advertising and marketing – the current climate to drive mutually beneficial revenue growth
what do MNO s and OTT service providers know and need to know • Determining how to drive m-health service usage and evaluating
about their customers? future opportunities to establish a competitive advantage
• Understanding how to leverage your data to create relevant
advertisements – right person, right time, right location, right channel Keith Nurcombe, Head of O2 Health, Telefónica O2
and right offer
14.30 Examining how Orange Austria have developed a unique,
• Determining the extent to which operators are using their mobile
advertising and marketing strategy to compete with OTT service customer-centric m-health solution to create value for
providers and regain their competitive advantage their customers
• Maximising the value and overcoming the key challenges of • Understanding the rationale behind Orange Austria’s decision to
developing and implementing “opt-in” databases within your invest in developing their own m-health solution
customer base • Examining how Orange Austria have successfully developed and
leveraged their m-health solution to add value to their customer
Evrim Dirik, Senior Mobile Advertising Manager,
offering
Deutsche Telekom • Determining how Orange Austria have overcome the challenges of
implementing the solutions within their existing infrastructure
10.20 Examining Turkcell’s award-winning mobile marketing
• Evaluating the success of Orange Austria’s m-health solution and the
strategy potential for future development
• Examining the mobile marketing ecosystem
• Understanding how Turkcell developed their mobile marketing Juergen Pillinger, Senior Business Development Manager,
strategy Orange Austria
• Identifying the need for mobile marketing products and the most
effective scenarios 15.10 Afternoon refreshments
– Campaigns 15.30 Learning from KPN’s experiences of using M2M to help
– Opt-in Database
customers transform their business to capture new
– Mobile Advertising
revenue streams
• Evaluating the success of the mobile marketing campaigns in Turkey • Understanding the differences between the new mobile market and
and examining the lessons learnt the traditional market
Elvin Altun, Mobile Marketing Unit Head, Turkcell • Determining how customers’ requirements are changing and how
mobile operators should respond to drive revenue growth
11.00 Morning refreshments • Examining how KPN have helped their customers succeed with M2M
in the new mobile market
11.30 Evaluating the value of “opt-in,” permission based • Evaluating KPN’s customers’ success and the ROI achieved
advertising and the extent to which it will drive revenue
Kim Bybjerg, Managing Director of M2M, KPN Group
growth
• Assessing the power of mobile advertising over alternative 16.10 Learning from Mobily how to develop, implement
advertising channels to stimulate revenue generation and leverage an M2M message delivery platform to
• Understanding the value of “opt-in” campaigns to drive customer
differentiate yourself in the market and maximise your ROI
usage
• Examining the vision for Mobily’s M2M delivery platform
• Understanding how to effectively promote “opt-in” campaigns to
ensure that your customers do not “opt-out” completely • Presenting the business case and overcoming the challenges of
engaging top management behind M2M messaging services
• Determining how to integrate mobile messaging campaigns with
wider, above the line (ATL) campaigns • Bridging the knowledge gap between mobile operators and end-
users to minimise the time to market of new services
• Evaluating the success of Vodafone Romania’s mobile advertising
strategy and the ROI achieved • Evaluating the results of Mobily’s M2M strategy and establishing
how they can be interpreted to predict the future potential of M2M
Razvan Barbulescu, Senior Product Managers for Mobile Advertising, services
Vodafone Romania Mohamed Salheen, Head of Business Solutions & Propositions, Mobily
12.10 Learning from the MMA ‘s experiences to optimise 16.50 Closing remarks from the Chair
the effectiveness of your permission based marketing
campaigns 17.00 End of conference
• Establishing the difference between “opt-in” and “opt-out” campaigns
for driving usage
• Understanding how to effectively promote “opt-in” campaigns to
ensure that your customers don’t “opt-out” completely Tell US whAT yOU ThINK
• Recognising the value of regular communication with your customers
to offer them the opportunity to selectively “opt-out” of promotions
• Overcoming and respecting the demographic differences across your Follow us on Twitter
target audience to maximise targeting and acceptance @telecomsforum
– Catering for language differences
– Respecting cultural differences Join our Linkedin group
Senior Representative, MMA (Mobile Marketing Association) ‘Telecoms Networking Forum’
12.50 Lunch Come and share your ideas.
© Telecoms IQ 2010. Due to unforeseen circumstances the programme may change, and IQPC reserves the right to alter the venue and/or speakers
Register now at www.monetisingmessaging.com

6. Monetising MeSSaging ServiceS 5 WAYS TO REGISTER
14–17 March 2011 • Dexter House, London Online: www.monetisingmessaging.com
To speed registration, please provide the priority code located on the mailing label or in the box below. Tel: +44 (0) 20 7368 9300
My registration code is SS1 Fax: +44 (0) 20 7368 9301
Please contact our database manager on +44 (0) 20 7368 9300 or at database@iqpc.co.uk quoting the registration Email: telecoms@iqpc.co.uk
code above to inform us of any changes or to remove your details. Post: your booking form to
Monday 14th March 2011 – Pre-Conference Workshop:
IQPC Ltd,
Learn how to extract value from messaging services in a commoditised market 2nd Floor,
Tuesday 15th – Wednesday 16th March 2011 – Two-Day Conference 129 Wilton Road,
Thursday 17th March 2011 – Post-Conference Workshop: London, SW1V 1JZ
Understand how to exploit the potential of M2M to stimulate revenue growth
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