Chair’s Welcome

Chair: Michael Nutley, Editor-in-chief, New Media Age, the leading weekly interactive and marketing title.

Mike Nutley has been a business journalist for 23 years, covering a number of areas including software, telecommunications, construction and leisure. He took over as editor of New Media Age in July 2000, and was promoted to editor-in-chief last year. As editor-in-chief he maintains a strategic overview of the entire new media sector, from both a client and a service provider perspective.

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MARKET OVERVIEW: Internet-on-the-move, Mobile Retailing whatever term you wish to use offers masses of growth potential for retailers, but poor user experiences and hidden data charges have limited the amount of people who can use their mobile to access the Web.

However 2008 is set to be the pivotal year when many of the barriers will be addressed and increasing numbers of consumers will start to surf the web on the move.

At this session Aaron Rattue will cover:

• Setting the Scene - What are the established ways of buying in the UK retail scene;.
• The Mobile Market in the UK - Trends in ownership and sales of mobile phones and the current level of usage of non voice and SMS services;
• Already a significant channel - What is currently bought on mobiles across Europe. The growth of music, games and videos;
• Enabled users spend more - How the capabilities of the handset are linked to expenditure;
• We have been here before - the parallel of the internet in the UK - the last new way of buying to have an impact in the UK -  what types of purchases are booming;
• The wind blows from the East - Examples from around the world;
• What is the recipe for success and how big can it be?

Aaron Rattue, Business Group Director, GfK Telecoms

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Mobile technology is moving on at pace

In this session retailers will learn more about how mobile fits into current retail channels looking at how developments such as Near Field Communications (NFC) will impact on retailers and the way they interact with customers.

Mr Mark Cody, Channel Business Manager – Interactive, Telefónica O2 UK Limited

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Mobile Marketing - how brands can integrate with other channels to build a mobile audience.

During this session retail companies will learn how to make the best use of mobile marketing campaigns within existing marketing strategies, and how to monitor and measure the success of mobile campaigns.

You will also learn about payforIT, which is a new payment mechanism introduced by UK mobile operators for charging on the mobile internet. This session will also take a look at the UK’s first mobile shopping mall, 2shop4, which is set to revolutionise the way mobile users shop. 

Until now buying on mobile has been very limited but new technologies are bringing a whole new dimension to mobile shopping – allowing users to buy products instantly through the mobile internet and text codes.

This presentation will cover …
·  The current challenges facing mobile retailing.
·  What is required to win on mobile
·  Discuss best use of mobile marketing campaigns

Guiom Peersman, Managing Director, Dialogue Communications. ► Read Biog

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Consumer research and the measurement techniques of mobile advertising

Global consumer research agency Millward Brown teams up with mobile ad agency Aerodean to highlight the latest innovations in mobile survey technology. 

They will provide research studies that can measure how much ad awareness and brand consideration can be generated by banner ads on mobile web portals.

Duncan Southgate – Account Director – Millward Brown
Chris Bourne – MD, Aerodean

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CASE STUDY: PayPoint

The Light Agency is a mobile technology company which specialises in solutions for the retail sector with clients including Sainsbury and Mars.

- Introduction to M BAR GO®
- Introduction to SHOP SCAN SAVE
- Case study insights from Sainbury's trial
- Case study insights from PayPoint trial

Stefan will also highlight some of the latest mobile retail innovations including the closed-loop mobile CRM platform M BAR GO® which is installed in 19,000 PayPoint terminals across the UK, and Celebrate, the virtual to physical gifting application on Facebook.  The Light Agency also runs SHOP SCAN SAVE®, the 35,000 member mobile discount
club which runs on the M BAR GO® platform.

Stefan Magnusson, Managing Director, The Light Agency

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Q & A session moderated by chair: Guiom Peersman
and Stefan Magnusson, Chris Bourke/Duncan Southgate  chair

Lunch

Chairperson’s welcome back

The psychology of the mobile consumer

Jon will highlight the challenges and opportunities involved in incorporating a mobile channel into your multi-channel strategy.  Jon will also be looking at the psychology of the mobile consumer.

Jon Beverley, Business Development Director, Sponge

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Multi Channel Convergence …  
Convergence is rapidly moving everything to the mobile phone, making the need for trusted mobile media measurement, data and insight even greater than ever. 

In this session Paul Goode from M:Metrics,will show how retailers can benefit from the latest market intelligence including tools that map the behavioural measurement of the most active mobile media consumers.

Paul’s been at the forefront of enabling the mobile content and applications market since the mid-90’s as an innovator within multinational mobile companies. 

Paul Goode, Paul Goode, SVP Business Development & Senior Analyst, M:Metrics Ltd

Not available for general download – please contact Tina Lorkin tlorkin@mmetrics.com with your full contact details if you wish to have a copy

Case Study: Tesco Every little helps to beat the competition ….

 With over 250,000 unique visitors per month to its mobile portal Tesco’s is breaking new ground with the way retailers can use the mobile platform to interact with its customers. 

During this session Infomedia Services’  Michael Tomlins will highlight what it takes for a retailer get to grips with the mobile platform as well as the key factors needed to create an effective mobile ‘interaction’ between retailer and customer.
Retailers should be in no doubt that customers want to interact with trusted traditional brands via their mobile handset. Tesco Mobile and InfoMedia are working closely to deliver even more customer friendly products and services on the portal, driving even greater uptake in 2008.
Tesco Mobile is one of the biggest MVNO’s in the UK. InfoMedia has built and deployed a fully managed WAP Portal offering a full portfolio of mobile content downloads, a broad range of editorial services from Conde Nast, 365 Digital Media, Reuters and FoneStarz as well as a growing range of Tesco services including Clubcard integration and store locators. InfoMedia provide dedicated staff located within Tesco Mobile to drive the proposition forward and leverage greater value from Tesco Stores and Tesco.com.

Michael Tomlins, Commercial Director,
Infomedia Services and Mark Slade, 4th Screen Advertising

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Panel session – So you know you should get started, that your customers are ready and willing so what’s stopping you – a chance to ask those questions that are niggling you..  

Panel chair: Alex Farber: New Media Age:

Panelists

• Mark Bamber, MTV and Director of Digital Viacom Brand Solutions International
• Michael Tomlins/Mark Slade Info Media Services/4th Screen Advertising
  
• Jon Beverley – Sponge
  
• Rachel Wright – Phone Valley
• Aaron Rattue – global research – GfK
• Paul Goode -  MMetrics
  

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Drinks and networking sponsored by Sponge