Two Packed Days of Focused Information

Day 1: Breakfast Workshop: 7.00am-9.00am Mobile Marketing Association

The "Why" of Location-enabled Mobile Marketing: Understand Location as Key for Creating Customer Value and Engagement
The Mobile Marketing Association and the leaders of is its Location Committee show you how effective use of location is a key factor in driving value for both your firm and your customers. In this session we'll review location's role within branding, commerce, relationship social media and customer care marketing

Day 1 : 9.00 – 17.30
Opening Keynote Presentation: 9.00 – 9.30 From Navigation to Location: Discover the Routes to Success and Avoid the Hypes
Understand the evolution: Discover how navigation, LBS, social and connected devices will mature Realize the potential: What are the market opportunities and challenges for future connected, navigation and location offerings? Define your role: Uncover how automotive companies, device manufacturers, content/service providers and technology vendors will benefit - Who will lead and who will follow? Thilo Koslowski, Vice President & Distinguished Analyst – Automotive, Vehicle ICT, Mobility, Gartner, Inc.
Plenary Presentation:9.30 – 10.00 Evolution of Location: Monetization and the Future
From online to mobile, check-in to barcodes: uncover what the evolving act of multi-media platforms means for local advertising Review the local and location landscape: Discover where the real revenue streams within the LBS, LBA and Local space are Discuss emerging technologies within the LBS space and discover how they can drive LBA and social location Surojit Chatterjee, Senior Product Manager, Google
Plenary Panel Debate: 10.00 – 10.45 Connecting People Places and Things: Advertising and Social Networking in the Location Ecosystem
Discuss the future of advertising and social networking: where are the opportunities for the automotive and location industry? Analyse and uncover where the real revenue is in a world where people, places, and things are all connected Create compelling user journeys through your service and develop seamless real-time solutions Analyze the differentiation of services through using a combination of social networking local search and advertising Hype vs. Usage: Cut through the propaganda and decipher if advertising is a real monetization technique Discover where to draw the line between usability and driver distraction whilst allowing for workable integration Mike Schneider, Senior Vice President, Director Digital Incubator, A&G Louis Brugman, VP Product Planning, Pioneer Automotive Technologies, Inc. Chris Peralta, Head of Location Services Marketing - North America, Nokia Michael Metcalf, Product Management, Social + Location Yahoo! Moderator: Janice Partyka, Contributing Editor, GPS World
Networking Coffee Break: 10.45 – 11.15
Location Track	Navigation Track
Chairman	Chairman
Tyler Bell, Director of Product, Factual	Marc Prioleau, Managing Director, Prioleau Advisors
Show MeThe Money: Discover The Winning Business Models For LBS 11.15 – 11.45	Market Analysis:11.15 – 11.45 Navigation Evolution 2020: Where Are We Going?
Identify key revenue streams for LBS, data, social location and LBM, and secure the winning strategies Find the right model for your business: Freemium, ad based, white label or enterprise, which will triumph? Understand how a location enabled future will push profits and drive partnerships Greg Sterling, Founder, Sterling Market Intelligence	This is a perspective on how the navigation and LBS segments are likely to evolve in the next five years with additional perspective on the rest of the decade. The focus will be on many current trends and what the implications are by 2015 plus navigation and LBS scenarios for 2020. All of the major navigation platforms will be analysed and forecasted-from in-vehicle navigation to PNDs and Smartphones. How will the explosion in navigation and LBS apps continue to impact the three main navigation platforms? Find out how traffic information is changing navigation How navigation and LBS apps integration will be managed in I-V navi and PNDs? Identify – and prepare for – new opportunities for navigation and LBS Egil Juliussen, Principal Analyst and Fellow, iSuppli
Panel Debate: 11.45 – 12.30 Beyond A Place: Tap into the Gold Mine Behind Local Search	Panel Debate: 11.45 – 12.30 Beyond Navigation: More Than Just A to B
Determine key strategies for identifying a place, whether it’s a location, POI or a statue in a square? Winning big in local search: What are the traditional guys doing to stay relevant, and which viable business models are successful From global search to national search, to local and hyper local: Learn how to optimize search without compromising reach and relevancy Alok Deshpande, Co-Founder, Loopt Lilia Martinez-Coburn, VP Product BluLabel Gib Olander, Vice President of Market Development,Localeze	Explore what services will generate real revenues as the business model for stand-alone navigation becomes harder to justify Overlay and integrate ultra-local content and perishable POIs with turn-by-turn navigation to provide a complete experience whilst minimizing driver distraction Discuss how to take advantage of the shift from close platforms to open source environment: Creating the Social Map: Examine the relationship between location and social networking, and provide aggregated social experience with check-ins and contextually-relevant offers Christian Dwyer, SVP & GM, AOL/MapQuest Hakan Kostepen, Director, Planning & Innovation, Advanced Product Development & Strategy, Panasonic Automotive Systems Josh Marti, CEO, Point Inside Noam Bardin, CEO, Waze Daniel Popkin, VP Global CoPilot Sales, ALK Technologies Ralf Hug, Founder & President, Trajectory Group LLC
*Roundtable Lunch Break:* *12.30 – 13.45*
Presentation: Local, Mobile and Social 13.45 – 14.15	Keynote Presentation: 13.45 – 14.15 Location Based Services in an Automotive Context
Find out where the local deal space is heading, and realise the importance of local engagement and loyalty Discuss the challenges of scaling a local, mobile, social model Uncover Shooger's approach to the local deal space, and hear key strategies for success Anand Narasimham, President, Shooger	The evolution of classic navigation system towards a smartphone driven LBS ecosystem What role can OEMs play in the LBS ecosystem and why does vehicle integration matter? Integrate LBS into the vehicle and create a holistic user experience that doesn't end when leaving the car Break down the current developments in the market for navigation system and how OEMs are affected Andreas Winckler, Senior Advanced Technology Engineer, BMW Group Technology Office
Presentation: 14.15 – 14.45 Whose App Is It Anyway?	Panel Debate: 14.15 – 15.00 Complete the LBS Experience: How to Integrate Apps and Content in the Vehicle
Uncover whether your map is working for or against your company Discuss how you can make sure time spent developing your brand and user experience will resonate across all your “markets” Learn the factors to consider when choosing a service provider to empower your brand to resonate with users and become more lucrative to advertisers Hear examples of companies who have successfully implemented their own branded location based services Mike Cottle, Vice President Sales, deCarta	Exploit navigation as a platform for other services in the vehicle: What are the best monetization opportunities? Profit from the transformation of the vehicle into a personalized mobile device with coupons, reviews, and recommendations Enable rich content plus a multitude of app interfaces whilst minimizing driver distraction Hear the best solutions to safeguard the vehicle and ensure security in an open source environment Analyze which platforms and standards will optimize deployment and get maximum support Who will win in the race for the in-car app experience in terms of branding and profits? Moderator: Egil Juliussen, Principal Analyst and Fellow,iSuppli Byron Shaw, Managing Director - GM Advanced Technology Silicon Valley, General Motors Robert Acker, GM, Aha Radio for Harman Joel Andrew Hoffmann, Business Strategist, Intel Automotive & Director, Treasurer and Marketing Chair,GENIVI Doug Welk, Chief Engineer of Advanced Infotainment and Driver Interface, Delphi
Presentation: 14.45 – 15.15 Spatial Location and Privacy Discuss what a 'realistic expectation of privacy' from a location standpoint can be SMS targeting, Geofencing, check-in data: are certain types of spatial data more sensitive from a privacy standpoint than others? Find out whether location and other types of spatial data fit into existing privacy protection frameworks Kevin Pomfret, Director, Centre of Spatial Law and Policy
*Networking Coffee Break:* *15.00 – 15.45*
Presentation: 15.45 – 16.15 Spatial Networking: Communicate and Collaborate with People in your Immediate Proximity	Panel Debate: 15.45 – 16.10 Utilize Crowd-Sourced Data to Provide a Traffic-Centric Service
Gain Insight into the current spatial networking landscape, and enable public and private real-time communication and collaboration between strangers and friends Uncover hidden interest profiles from people nearby, and address the challenges that are unique to spatial networking Learn about the future technologies that will accelerate proximity-based interactions Discover new commercial opportunities when using in proximity as a filter for creating a social network Michael Metcalf, Product Management Social & Location, Yahoo!	Integrate Department of Transport data with cameras, incident reports and crowd-sourced data – and consolidate it into a valuable format for a multitude of devices Go beyond simply spotting jams: Create a traffic-centric commuter advisor with integrated social networking, eco-routing and coupons Explore the shift from satellite to digital radio – and the impact on traffic Overcome key challenges for traffic providers like latency and accuracy Discover how differentiate your own product in the face of commoditization Find out what traffic-centric services people are most likely to pay for Moderator: Roger Lanctot, Senior Analyst & Director for Business Development for the Global Automotive Practice, Strategy Analytics Barry Sandler, VP Sales, TrafficLand Phyllis Reuther, Manager, Advanced Technology Research Lab: Mobile Analytics Group, Sprint Barry Tremeer, Product Manager - Traffic, TomTom
Presentation: 16.15 – 16.45 Enriching The Contextual Experience For Real Results	Panel Debate: 16.10 – 16.55 Discuss The Changing Roles of PNDs and Tier 1s as they Compete for OEM Business
Gaming, loyalty and interaction with consumers - Discuss the value add of AR and gaming for LBS solutions Uncover which strategies you can employ to ensure the different degrees of consumer engagement Analyze how AR and gaming are the Holy Grail of consumer interaction Hear working cases of brands utilising GPS and AR to enhance real world connections and locations Keith Lee, CEO, Booyah	Explore the changing business models for OEMs and consumers as the number of companies in the navigation value chain increases Define the role and selling points for PNDs and Tier 1s as the app model overturns embedded navigation’s custom designs Discuss how Automotive OEMs can secure easy-to-manage partnerships, provide in-vehicle connectivity and maintain safety and security Find out how the OEMs can differentiate their offering in the vehicle with PNDs working with multiple partners and consumers loyal to PND HMI Low cost embedded units: Will price be the determining factor? Todd Farnsworth, Business Development Manager - Automotive and Powersports, Garmin Automotive OEM Robert Gee, Product Line Manager Connected Systems and Services, Continental Automotive Interior Division Angel Mercedes, Business Development Manager – Telematics, T-Mobile USA M2M Ralf Hug, Founder & President, Trajectory Group LLC
Case Study: 16.45 – 17.15 MTV Networks: Locate Me!: MTV’s Global Approach to Socializing TV	Case Study: 16.55 - 17.25 Delivering a Quality in-Vehicle Internet Experience: Pioneer on Zypr
Discover MTV’s big successes (and challenges) in tying content to real-world locales Hear how social TV gets mobile: Uncover how apps & second screens are taking center-stage It’s a big [local] world: Find out where the global opportunities lie Gerry Gouy, Senior Director, Business Development, International Digital Media MTV/Viacom International Media Networks	Analyze the HMI of existing in-vehicle infotainment solutions and discover how to meet true driver requirements by combining many services into a simplistic voice-centric interface Overcome long design cycles and provide and provide a flexible service that allows OEMs to change in-vehicle services as needed Explore Zypr's advertising-based business model and get advice on providing adverts that are useful and relevant, not intrusive and annoying Louis Brugman, VP Product Planning, Pioneer Automotive Technologies, Inc.
*Networking Drinks Party:* 18.00 onwards

Day 1 Day 2 Top

Day 2: Breakfast Workshop: 7.00am-9.00am Mobile Marketing Association

The "How" of Location-enabled Mobile Marketing: A Review of What it Takes to Get the Job Done
The Mobile Marketing Association and the leaders of its Location Committee show you exactly how to develop and launch location-enabled mobile marketing programs. We'll accomplish this dissecting location enabled-mobile marketing programs and shedding light on their core elements

Day 2: 9.00 – 17.30
Plenary Keynote: 9.00 – 9.30 The Key to Success: Vision, innovation and differentiation for solutions that mesh Location With Social Networking
Innovate and Integrate local search, social networking and location based services into apps Understand why innovation and differentiation are critical to creating value Compare the strategies of Apple and Google: Apple creates premium solutions that we want to buy and Google gives it away for free by having us "watch the ads Business models: What are the realistic viable choices for location based services applications Philippe Kahn, CEO, Chairman and Co-founder, Fullpower Technologies, Inc. makers of MotionX
Plenary Presentation: 9.30 – 10.00 Putting Location Into Context of a Connected World
Identify the deeper link between connecting people, contextual information and the world How the ‘Cloud Content’ is impacting and impacted by location awareness Match up business and consumer needs of ubiquitous, seamless location aware information and content to specific devices Kanwar Chadha, CMO, CSR
Plenary Presentation: 10.00 – 10.30 The Future of the Map
Discover how the new direction of LBS and ubiquitous location is affecting the traditional maps and navigation systems Find out what the new opportunities are and what the shift towards LBA and m-commerce is offering map providers Pinpoint where the openings within indoor and pedestrian mapping are and discover how they will open up the door to a new wave of location applications Find out what the future of mapping holds: is next generation 3D visualization right for you? Gary Gale, Director Ovi Places, Nokia
Networking Coffee Break: 10.30 – 11.00
Location Track	Navigation Track
Chairman	Chairman
Claudio Schapsis, Chief Georilla Officer, Georillas	Marc Prioleau, Managing Director, Prioleau Advisors
Case Study: 11.00 – 11.30 Trip Planning Goes Local: Enabling Travellers to Find the Best Local Places	Presentation: 11.00 – 11.30 Navigation and Emerging Markets: Get Expert Advice on Overcoming Key Challenges Address the issue of incomplete or rapidly changing maps and multiple, fragmented data sources Government assistance vs. obstruction: Understand the unique traffic patterns and traffic data sources and discuss costs and data quality POI collection, validation and updating: Create reliable data from scratch and overcome the need for frequent – and expensive – updates Learn how the demands of emerging markets will accelerate the creation of navigation platforms that will transform the global market Roger Lanctot, Senior Analyst & Director for Business Development for the Global Automotive Practice, Strategy Analytics
Discover what travellers really want and how TripAdvisor is catering to different user requirements on mobile Building audience and user experience first; monetizing second: Uncover key strategies that will pay off long term Analyze how niche content provides value for a media company Nathan Clapton, Head of Mobile Partnerships,TripAdvisor
Panel Debate: 11.30 – 12.15 Industry Insight: Putting the LBA Jigsaw Together Uncover from an agency’s perspective what works and what doesn’t with regards to LBA Discover where the opportunities for your LBS solution lie: Gaming, AR or couponing Spreading the funds: Learn how brands are spending their money and how LBS budgets are allocated Get the lowdown on what agencies and marketers want from LBS Providers, and how this differs from the wants and needs of Brands Uncover if LBA will feed everyone: If not what are the revenue opportunities for LBS players? Compare and contrast opt in and tailored marketing with display ads in the world of apps Moderator: Claudio Schapsis, Chief Georilla Officer, Georillas Anne Bezancon, Founder and President, Placecast Gerry Gouy, Senior Director, Global Business Development, MTV Networks Joao Machado, Mobile Lead, OMD Lisa Peterson, Director, Business Development, Neustar	Panel Debate: 11.30 – 12.15 Navigation Delivery Methods: What Do Consumers Really Want? Smartphones vs PND vs Embedded Units: Debate the pros and cons and consumer behavior Soccer Mom, Commuter, Tourist: Create a compelling value proposition for specific customer segments based on user demands and usage HMI vs. Driver Distraction: Bring rich content into the vehicle, facilitate POI search, enter addresses and participate in social networking without breaching safety – or security Expert advice on merging the in-vehicle and outside-the-vehicle consumer navigation experience Moderator: Roger Lanctot, Senior Analyst & Director for Business Development for the Global Automotive Practice, Strategy Analytics Andreas Winckler, Senior Advanced Technology Engineer, BMW Group Technology Office Dave Daetz, Sr. Director, Corporate & Business Development, Palm Peter Davie, Director Product Management, Licensing Business Unit, TomTom
*Roundtable Lunch Break:* *12.15 – 13.30*
Case Study: 13.30 – 14.00 Integrating Conventional Loyalty Programs with Mobile and LBS Applications Through Social Media Gain Insights into how to deploy a successful LBS campaign that recognizes and rewards customers Discover what lessons have been learnt, and how Tasti D-Lite have enabled customers to make seamless interactions between mobile and online Uncover the consumer benefits of receiving tangible rewards through the social friendly POS application and TastiRewards program BJ Emerson, Social Technology Officer, Tasti D-Lite	Presentation: 13.30 – 14.00 Exploit the Boom in Connected PNDs Get inside information on market growth and revenue potential: Is it too little, too late Evaluate the advantages of a connected PND: Price, Real-Time Information, Consumer Experience of Services & Apps Get advice on choosing the right data rate plan for this application Explore the potential for other services that can be offered once cellular connection is established in the device Angel Mercedes, Business Development Manager – Telematics, T-Mobile USA M2M
Keynote Presentation: 14.00 – 14.30 All things Hyper-Local: Deals, Directions, Details	Presentation: 14.00 – 14.30 Unleash the Commercial Aspects of Indoor Mapping and Navigation
Delve into the hyper-local deal market and hear statistics from real brands who are getting real results Discover how brands are reaching the right audience at the right time with the right information and profiting in a location enabled world David Staas, SVP Marketing, JiWire	Understand the importance of precise positioning for commercial couponing and targeted messaging Utilize loyalty programs to enhance brand value on geo-targeted couponing Uncover the role of carriers in location and user identity resolution, surveillance and privacy protection Discuss the difference between macro-sensing technology and micro-sensing technology in location resolution Phyllis Reuther, Manager Advanced Technology Research Lab: Mobile Analytics Group, Sprint
Panel Debate: 14.30 – 15.15 Exchanging Data for Rewards: How M-Commerce and LBM Can Boost Your Revenues Vouchering, coupons, daily deals and proximity-based offers: Uncover where the real revenue streams are within the LBM space Successfully examine the scalability of LBS and LBM solutions using NFC and QR codes Where are the revenue streams for the SMB’s, and how can they get involved in the space with national retailers? Discover how ads can be linked to transactions: could a new “pay per transaction” rev share ad unit be coming? Bridge the gap between Research Online and Buying Offline (ROBO), and examine how to track ROI and consumer purchases with linked campaigns Moderator – Asif Khan, President and Founder, LBMA Aaron Strout, Head of Location-Based Marketing, WCG Josh Rochlin, CEO, Xtify Adarsh Pallian, CEO & Co-Founder, Geotoko Rob Eroh, Head of Product and Engineering, eBay Local	Case-Study: 14.30 – 15.00 Sony Ericsson’s Indoor Positioning Technologies: What Works & What Doesn’t? Discover why Sony Ericsson is investing in Indoor Positioning and learn about the key applications they have adopted Gain an insight into the different technologies they utilized – which were successful and which weren’t Get exclusive usage statistics and results from their research on Indoor Positioning Magnus Persson, Specialist - Location Based Services Technology, Sony Ericsson
*Networking Coffee Break:* *15.15 – 15.45*	*Networking Coffee Break:* *15.00 – 15.30*
Panel Debate: 15.45 – 16.30 Harness Location Analytics to Mine Invaluable Contextual Information and Intelligence	Panel Debate: 15.30 – 16.05 Ubiquitous Location: Explore the Technology and Business Models for Indoor Mapping and Pedestrian Navigation
Maintain relevant and active location databases, and utilize data information to give to user more control Build communities and analyze trends through successful aggregated open, proprietary and crowd sourced data Mine your way to profits through LBM, LBA and Enterprise data Ian White, CEO, Urban Mapping Rob Bailey, VP Business Development, Simplegeo Andrew Turner, CTO, GeoIQ Duncan Mccall, CEO, PlaceIQ	Exploit new revenue opportunities for mobile carriers, location aggregators, map providers and traditional navigation players created by pervasive location Overcome the technical challenges of battery life, accuracy and connectivity to deliver location everywhere – all the time Last mile navigation: Generate ancillary revenues by targeting users in the shopping mall, parking lot, at events, and in public buildings Explore the impact of RTLS, GPS and MEMs sensors to enable ubiquitous location and indoor positioning solutions Efficiently integrate multi-axis sensors with advanced capabilities like positioning, calibration and intelligent context detection Moderator: Alex West, Research Director, IMS Research Kipp Jones, Chief Architect, Skyhook Wireless Kevin Shaw, Chief Technology Officer, Sensor Platforms George Percivall, Chief Architect, OGC Josh Marti, CEO, Point Inside
	Panel Debate: 16.05 – 16.35 Exploit the Growing Market for Recreational GPS Devices and Apps
	Explore the features provided for golfers, hikers, runners and cyclists and find out how their personal data is analyzed and shared As outdoor apps and dedicated devices grow independently, discuss the case against device cannibalization and the parallels for the PND market Examine the drivers behind the growth of this segment – and the opportunities for hardware manufacturers, sports apparel, map providers, network operators and app developers Create consumer awareness of outdoor apps by marketing outside the point of sale and ensure your app makes money Get the low-down on the geocaching trend. Is it just for fun? Or can you monetize it? Moderator: Alex West, Research Director, IMS Research Larry Fox, Business Development Manager, Trimble Outdoors Bryan Roth, Co-Founder, Groundspeak Kevin Toohill, Founder, Mytopo
*End of Conference*