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Provisional Agenda Speakers Page

DAY 1: 22 September 2009

Section 1:
The Location Economy - WHERE is where it's at

9.00 How map democratisation and free access to location data is changing the business landscape

Find out how you can benefit from Yahoo!’s endeavor to “capture the world’s geography as it is called by the world’s people” and help create a location-aware Internet.

Dr Tyler Bell, Head of Product, Yahoo! Geo Technologies

9.30 Collision course: How will the location value chain evolve in the next 3 - 5 years?

In this presentation, Strategy Analytics will:

Detail the changes in the location market’s value chain and its impact on each link
Quantify the revenue flows for key players in the value chain
Analyse the strategies of innovative developers and publishers to extend their presence across platforms
Map the critical battlegrounds and business models in 2010 and beyond
Evaluate the distribution of location service revenues by payment profile

David Kerr, Senior VP of global wireless practice, Strategy Analytics

Data and map democracy

10.00 Creating the infrastructure to generate innovation

GeoData democracy; Who benefits from making the data available and accessible to all?
The business case for sharing datasets
How to use communities to keep the datasets clean and legal
How to create value in LBS when everything is free to the user
Are base maps becoming irrelevant?

Moderator: Egil Juliussen, Principal Analyst, iSuppli
Sean Gorman, CEO & Founder, Fortius One
Steve Coast, Founder, Open Street Map
NEW! : Maggie McCullough, Director, PolicyMap at The Reinvestment Fund
Dr Tyler Bell, Head of Product, Yahoo! Geo Technologies

10.30 COFFEE BREAK

Section 2:
No Map, no where!

Maps have become a commodity virtually overnight. At the same time they are revolutionising how we access information and interact with each another.

11.00 Key stats and facts on the LBS opportunities

How do you estimate LBS market opportunities?
Get a drilled down analysis of the key LBS market segments, their potentials and growth patterns
Assess the real size of each LBS segment and where investments make more sense
Identify each platform potential in supporting LBS in the future.

Egil Juliussen, Principal Analyst, iSuppli

Monetising maps

11.15 Location Aggregation, the Next Wave of Location Access

Free and open access to location data has been offered by high profile devices but today still represents a small portion of the market. This session will analyse the trends in mobile location data access. SMS Aggregation changed the game for SMS services, will Location Aggregation do the same for Location?

Analysis of Web services location access: never port again
Get the latest on network based opportunities for new services: location access for web apps, WAP apps, Facebook widgets...
Location Privacy and Permission: what do consumers want?
Discuss what partnership you need to rapidly finalise and who will emerge as leaders in this space
Investigate pricing models in such rapidly developing market

Tasso Roumeliotis, Founder and CEO, WaveMarket

11.35 The map’s treasure chest

Access to, management of and payment for the maps is never simple and requires perfect understanding of all available options. Making the map pay becomes a whole new ballgame!

Explore map availability globally, cost and fitness for purpose
As the value moves away from the map and into the upper content layers, what are the prospects for map providers?
Licensing rules and cost depending on platforms. Are map licences progressing according to the market’s need?
Is the map becoming the Operating System?
What is the current location granularity of most use to the advertisers?
Analyse map interface partnership solutions and risks
Understand the different ways to make the map pay; discover the trends and market drivers
Explore the winning advertising models on web maps

Moderator: Jon Spinney, Adjunct Lecturer, University of London

Ian white, CEO, Urban Mapping
Darren Koenig, Director of Wireless, Internet and Telecom, Tele Atlas
Uri Levine, Co-Founder and President, waze

Keith Ippel, President & COO, Lat49
Juha Christensen, Chairman, CloudMade

12.15: LUNCH BREAK

Section 3: Speakers Page
Mix and mash – add context for cash

The context behind the location is where the true value is to be found. The difficulty is adding intelligence to a lat/long.

Business models track

Value added delivery track

2pm: Context platform

2pm: Case study: LBSN

Connecting digital and physical locations

Location will be central to the “anytime anywhere” web, from social interactions to content access and delivery to marketing and commerce. Understanding the complex relationships between locations, people and time enables a new conceptual mapping of the world where the digital and the physical can ubiquitously connect and provide value to the end-user.

Anne will suggest solutions to the key challenges ahead:

How to provide solutions that work at scale,
How to make the services powerful enough for their use to become self-evident
How to ensure everyone in the value chain makes money

Anne Bezancon, President, 1020 Placecast

How Loopt is monetising social, contextual and local content

Breakdown the proven advertising models: partnership and ecosystems
The future of location-aware ad formats – such as transactional/ couponing activity
The value of historical location data (and the privacy concerns involved)
Profiling in practice: how to do it, how to use it, how well it’s working

Alok Deshpande, Co-Founder and Chief Software Architect, Loopt

2:30 About Where: Transform a location into a place

Smarten up dumb data; how to benefit from location/ context platforms
Analyse the potential value and identify monetisation models for each context type: content, communication and entertainment
How to generate a DB of validated POIs to enable marketing and discovery
How to enable comparison and relations between two places, integrate recommendations and discovery
How to ensure personal contacts provide the context when local info is poor and doesn’t enable advertising model
How to make profiling work for the advertisers without risking a public backlash
How to marry live behaviour information with consumer segmentation data to enable perfectly targeting advertising

Moderator: Thilo Koslowski, VP, Gartner
Ian White, CEO, Urban Mapping

Sylvain Grande, Head of Product & Business Development, Places - Nokia

Guido Burger, Senior Business Development Manager, Oracle
Anne Bezancon, President, 1020 Placecast

2:30 Make location social

The rise of social networking applications on mobile devices has proved to be a great opportunity for the carrier to keep the ARPU high, but what’s the next stage?

What are the LBSN revenue business models for the operators, device and service providers?
How to build a community from scratch; and how to use existing ones.
From social networks to social media: how brands can monetize their mobile extension
How to grow the networks scale and usage frequency

Moderator: Claudio Schapsis, LBS Strategic Development executive, BDNooZ

Shailendra Jain, Co-Founder and CEO, Abaqus Inc.
Dan Melinger, President, Socialight
Alok Deshpande, Co-Founder and Chief Software Architect , Loopt

Christian Wiklund, Founder & CEO, Skout, Inc.

Mark Disbrow, General Manager, Alcatel-Lucent location business

3.15 Enabling Operator Centric Services

How to create a carrier-led “first access route” to mobile services
The position of operators in the future mobile app market
The role of operators in the widget economy and in building the One Web
How can operators give access to native phone function safely?

Morgan Gillis, Executive Director, LiMo

Case study: Logistics data analytics
3.15 Influence key enterprise decisions through location data analytics

Enterprise location data can come from a variety of sources, each with very varied customers needs, hardware requirements and business models. GE is now pooling this resource, not only to re-route its customer fleet, but also to change its business altogether

The “data as a service” business model
Adapt the analytics processes to the end customer
Success stories that should not always be translated into ROI

Stephen N, Ulanoski, ex- SVP & General Manager - Telematics Solutions, GE Capital

3.45 COFFEE BREAK

4.30 Tier one operators: Opening Location Opportunities for ALL Phones

Wireless carriers in the US historically have been careful about opening up location access but as some devices offer open access, the thinking is changing. Hear how some carriers are taking an aggressive approach to opening up their services to offer developers the power and access they need to create innovative products.

Changes in Policy: how carriers are opening up access to location and other services
What third party apps do the customers really want on their phones?
Carrier Positions on Privacy and Security of LBS applications
Key models to provide and support services that leverage the power of the operator network
The position of operators in the maturing mobile app market
The value of WAP- / SMS-based LBS today
What advertising revenue opportunities are now open to the carriers

Moderator: Andrew Shikiar, Director of Global Marketing, LiMo Foundation
Stephen Jemente, Product Manager, Location Based Services, Metro PCS
Tim Hanlon, Executive Vice President/Managing Director, VivaKi Ventures/Publicis Groupe
Tasso Roumeliotis, Founder and CEO, WaveMarket
Kate Kingberger, Director, Wireless Internet Development, CTIA

5.10 The Web as the location platform and the widget opportunity

Discuss the opportunities and risks for building a location service empire running on top of a browser.

What’s the shape of the widget market to come, and who will profit the most?
The position of the browser in the location industry
Key opportunities for app providers, carriers and device manufacturers
Limitations of the widget infrastructure: control and availability
What are the solutions for device API access, privacy and control issues?

Moderator: Eric Chan, Mobility Consultant, Mobileslate
Doug Turner, Mobile Engineer, Mozilla Fennec
Jonathan McPhie, Product Manager, Google
Dave Daetz, Senior Director of corporate development, Palm Inc.
Raj Singh, VP of Business Development, Skyfire
Lars Erik Bolstad, VP of core technology, Opera Software
Dan Gilmartin, VP of marketing, uLocate

5.50 PM: End of Day one and Cocktail reception

DAY 2: 23 September 2009 Speakers Page

9 AM Keynote: Consumer preferences

How to measure proof of concept and identify consumer preferences

This presentation will benchmark a number of mobile LBS concepts, adding in findings from other LBS concepts already in GfK normative database.

Find out how to mine and compare your service to the industry norms using criteria such as: appeal, uniqueness, relevance and willingness to pay
Get statistics on mobile advertising consumer acceptance
Identify best practices when launching a new location-based service

Rob Barrish, Senior VP, GfK

9.30 Keynote: Data Mining

Mine customer location data to provide business intelligence

With a startling array of service possibilities, a wide range of fledgling business models and breakneck innovation in both the web and mobile domains ... look at how the location landscape is set for volcanic change

How is the geoweb likely to develop and provide tangible value?
Which vertical markets and what type of players are best placed to cash in fast on context-based location data?
Which bets look good for longer-term returns: looking at key players, and market segments
How to conduct business in LBS now it has moved from a technology to a media business
Understand how LBS providers can use application data to create behavioural trends
See case studies highlighting how your company can profit from reality mining through real world case studies
Determine the types of datasets that are more likely to produce best value

Tony Jebara, Chief Scientist & Co-Founder, Sense Network

10.15 COFFEE BREAK

10.45 Bill for content to build and grow mobile location services

How will content be distributed, consumed and monetized in the future?
The new channels to market in mobile LBS
Integrate your app with the phone UI and core functions
Monetize content: What are the mechanisms for the whole supply chain to profit at a sustainable level?
Connected or not connected content?
Mobile billing: The key to providing value through out the chain

Moderator: Nitesh Patel, Senior Analyst - Global Wireless, Strategy Analytics
Fraser Campbell, CEO, Wcities
Marc Kleinmaier, Business Development - LBS & Search, Forum Nokia Americas
Chris Ackermann, Director of Business Development, Travel Channel
Dean VonBank, VP marketing, Navteq

Section 4:
Managing privacy, data ownership and control

Privacy: Legal risks

11.15 Location data and privacy; the legal perspective

What is location data and do any restrictions apply even if it is not itself personal data?
How can consents be obtained from children?
Who owns the data? Who owns content posted by third parties?
How can permissions be obtained for further use?

Alan Sutin, Chair of Global IP & Technology practice, Greenberg Traurig

Privacy framework

11.45 The impact of privacy on the LBS models

W3C Geolocation API Specification: Best practice on Geocoding the web
- How long can you keep the data?
- In what circumstances can you retransmit the data?
How to manage privacy at 4 levels: dbase, comm. network, middleware, device, web app level
Evaluate the risks associated with privacy issue blowing out in the open
What does the user expect to get in exchange for giving his location

How the interaction between application, location aggregator and advertising agency going to evolve
Delivering opt in or out choices without loosing the client

Moderator: Dev Khare, Vice President, Venrock
Jon Peterson, GeoPriv working group, IETF

John Morris, General Counsel; Director, Internet Standards, Technology and Policy Project, Center for Democracy and technology
Doug Turner, Mobile Engineer, Mozilla

Jonathan McPhie, Product Manager, Google
Lars Erik Bolstad, Co-Chair, W3C’s Geolocation working group

12.45 PM: LUNCH BREAK

Section 5: Speakers Page
Social data marketing; from LBA to crowd sourcing

There are two sides to the location industry: On one side you provide valuable information related to the location of your customer, on the other you collect your customer’s data and create business intelligence out of it. Which business are we in?

Profiling

2.15PM: Profiling advertising: Is it worth the money and the risk?

While the opportunities for high impact advertising are plenty, the models are neither simple nor trusted …
What are examples of local or profiling advertising that have the level of impact the advertiser is looking for?
What are the factors that make local and profiling ad models more expensive? Which models are working?
What type of data is used when profiling a user? Location? Search? Personally identifiable information?
What level of information is most appropriate for an advertiser?

Kristine Van Dillen, Director of Industry Initiatives & Partnerships, MMA

Local search

2.45 Mobile local searching for perfection

How to get in the search market and stay there: Will Internet search powerhouses lead the way on mobile or can others carve their niche?
How to create the ecosystem to support profitable local ad models
How to adapt web content for mobile applications and local advertising
As mobile search boxes multiply, who will ultimately access the search (targeting) data?
How to get the optimum result from mobile searches by compiling data sets

Moderator: Rob Groot, Principal, Evident Strategies
Greg Sterling, Editor, Local Mobile Search

Jorey Ramer, Founder and Vice President of Corporate Development, JumpTap

Kenn Raaf, Mobile Advertising, Search & Commerce Business Development, Boost Mobile
Tom Wailes, Senior Director, local product & design, Yahoo!

LBA

3.15 How to create valuable inventory and enable brands to target their placements

The future ad models and how to make them work
What is the current location granularity of most use to the advertisers?
How to create a platform that enables advertisers to reach the desired target
How to demonstrate the value of geo-enabled content and applications to advertisers and agencies
How to capture the necessary metrics to make the case for location based campaigns

Moderator: Lisa Peterson, President, Peterson Mobility

Christian Dwyer, Senior Vice President and General Manager, MapQuest
Kristine Van Dillen, Director, Industry Initiatives & Partnerships, MMA
Blair Swedeen, VP of Market Development, 1020 - Placecast

Surojit Chatterjee, Product Manager, Mobile Ads, Google

Shawn Gunn, Director of Business Development & Advertising Affiliations, NAVTEQ

4PM: Conference Ends

Provisional Agenda Speakers Page

DAY 1: 22 September 2009

Section 1: The Location Economy - WHERE is where it's at

Section 2: No Map, no where!

Section 3: Speakers Page Mix and mash – add context for cash