Breakout Masterclasses
Breakout Masterclass Sessions
14:30 - 16:00
Crash Course in Mobile Web - Why Mobile and Why Now?
Masterclass Objectives:
With mobile launches becoming ever more prevalent, whether it is Apple’s iPhone, Google’s Android platform or Yahoo’s onePlace, the message is clear, mobile web is coming and you’d better get onboard. The development of new handsets, the introduction of flat data rates and a greater customer awareness of mobile services has aided the market’s growth. However for many companies, mobile web strategy is still unclear; this Masterclass will explore the opportunities available to businesses in the mobile space and offer the tools and tactics needed to get attendees’ offerings off the ground.
Agenda:
- Introduction to Mobile Web
- Understanding Mobile Web Content and Services
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- What is the mobile web?
Definition
Characteristics
- What is the difference between Web 2.0 and Mobile Web 2.0?
- Why should I be interested?
- Speed introduction to Mobile Web acronyms
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- What can mobile web do for my business?
- Examining successful examples of mobile web content and services
- Assessing why mobile is different to web
- Discussing business models for mobile web
Paul Ruppert, Founder, Global Point View, USA & Scott Schelle, Owner, Tasman Technologies
16:30-18:00
Communicating with Customer via the Mobile: Building Integrated and Converged Advertising Campaigns
Masterclass Objectives:
Mobile is the final frontier for advertising in the communications market we know today. In the western world, where it’s not unusual for countries to have mobile penetration in excess of 100%, a device carried by people for the majority of their waking day is a marketer’s branding dream. Advertising for mobile has arrived and this Masterclass will provide attendees with the knowledge to effectively build integrated and converged advertising campaigns to successfully communicate with the customer via their mobile phone.
Agenda:
- Understanding the basics of mobile advertising
- Promoting services through mobile advertising
- Establishing the ROI for mobile advertising
- Advertising and industry standards on mobile
- Examining mobile advertising options
- Building your mobile advertising campaign
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- SMS still delivering results
- Proximity marketing via Bluetooth
- Targeting advertising though location based information to deliver a contextual and relevant experience
- Banners
- User generated content
Harald Neidhardt, CMO & Co-Founder, Smaato Inc. USA
11:30-13:00
From Mass Marketing to Mass Personalisation - Ensuring Relevant and Contextual Services for the User
Masterclass Objectives:
With the web so vast, and the mobile screen so small, personalisation is one of the hottest mobile web topics right now. Making relevant and contextual information available to users in a timely and appropriate manner is vital for the propagation of mobile web services. The key to this is the effective use of customer intelligence, location information and a targeted approach. This Masterclass will equip attendees with the fundamental insight into mobile web personalisation and provide them with the knowledge to build highly relevant and contextual products and services.
Agenda:
- Understanding the importance of personalisation in mobile web services
- Determining how to add value through personalisation
- Strategies for contextualising services for the user
- Ensuring access to critical real-time data to improve direct consumer marketing
- Using segmentation methods and targeting rather than the traditional blanket approach
- Creating customer intimacy through real-time marketing and relevant offer extensions
- Establishing the impact of leveraging proactive offers on customer satisfaction and ARPU
- Interpreting customer data in order to identify and develop targeted services
- Utilising customer intelligence information to target the alpha user
- Exploring the benefits of location based services
- Gauging how to build a level of personalisation into services
- Assessing partnership options within the value-chain
Michael Halbherr, Vice President Location Based Services, Nokia gate5
16:30-18:00
Designing for the User - Launching Your Mobile Site
Masterclass Objectives:
This Masterclass will enable just about any one who wants to build a mobile website and publish mobile content online to do exactly that, in minutes. By the end of this session attendees will be able to build their own full-featured, fully standards compliant mobile website all by themselves, and what's more ... they can guarantee that the website they build will work consistently on any mobile phone. And to do this, you don't need any technical know how, or prior experience in building websites, you don't even need to download or install any software.
Agenda:
- What is the difference between a mobile and internet website?
- Build it Yourself - How to build a complete mobile website step by step from scratch ... in minutes
- Easy Compliance - 100% automatic standards compliance without breaking sweat
- Jazz it Up: How to jazz up your mobile website with some really cool features
- Advanced Features - Enable m-Commerce, mobile advertising, mobile portals & more
Masterclass leader: David Hill - Director - Mobile Web Initiatives, www.mobiSiteGalore.com, India
