2nd Annual

Mobile Broadcasting Forum 2008

Examining Revenue Generating Strategies to Drive Growth and Profitability and Reviewing

DVB-H Deployments across Europe

Amsterdam, The Netherlands

12th–14th November 2008

Including a Half-Day Pre-Conference Workshop:

What Makes a Good Mobile TV Service?
Recent trials have shown a strong consumer interest
Workshop Leader: In the Chair: in Mobile TV which will soon become a must-have
Peter White Peter White service for mobile operators
CEO CEO
Rethink Research Rethink Research

Your Expert Speaker Panel

Conference Highlights:
Roland Beckmann-Kunz Ralph Thoen
• Vodafone analyse developments of mobile TV in Europe
SVP Content and Digital Commerce Proposition Manager
• Orange compare different business models launched in different countries and regulation
Vodafone Mobile Data Services
consequences
KPN
• Telecom Italia discuss making the right technical decisions to support current and future
Marco Maestri
business in the DVB-H Arena
Mobile TV Solutions Director Giorgio Bruno
• H3G S.p.A. Italy tell how to manage a successful Mobile TV
H3G S.p.A. Italy Senior Engineer
• Korean ICT review Korean case study
Telecom Italia
• LMT explore and compare technical and deployment issues with DVB-H and DVB-T
Olivier Dhotel
• T-Mobile identify advantages and disadvantages of different standards and evaluate what
Head of Broadcast TV Margrit Sessions
will bring mobile TV to the mass market
Orange Group Managing Director
• KPN explore different business models and standards
Tariff Consultancy Ltd
• Mobilkom Austria determine key success factors for Mobile TV roll-out
Balazs Birck
• BBC discuss radio on the move
Head of Innovation and Product Jonathan MacDonald
• Channel 4 establish how to monetise Mobile TV with advertising
Development Senior Consultant – Mobile Marketing
T-Mobile Hungary OgilvyOne Worldwide

Attending this premier marcus evans conference will enable you to: Ervins Kampans Gert Bradl
• Establish different business models and discuss future revenue growth Head of Technology Research System Engineer Mobile Service
• Analyse different technologies that can meet the challenges of better coverage and LMT Latvia Network, Service Enabler
quality requirements Mobilkom Austria
• Learn from lessons of Mobile TV past and recent launches in Europe Bjarne Andre Myklebust
• Evaluate what will bring Mobile TV to the mass market Director of New Media John Ousby
• Examine deployment issues and implementation costs of DVB-H NRK, Norwegian Broadcasting Head of Distribution Technologies,
• Review the status of mobile broadcast regulation in Europe Corporation Audio and Music
• Assess pricing, bundling and packaging strategies BBC
Jaroslav Chaloupka
Category Manager TV and Video Jim O’Reilly
T-Mobile Czech Republic Alliance Manager, Korean ICT Europe
Co Author Digital Korea
Franklin Selgert KIICA
Senior Innovation Manager
KPN Petri Kalske
CEO
Prof. Dr. Claus Sattler Axel Technologies Oy
Executive Director
bmcoforum Harri Pietilä
CTO
Carie Bolsover Axel Technologies Oy
Silver Sponsor: Commercial Interactive Manager
Channel 4

Richard Knight
Strategy and Distribution Manager
Channel 4

Documentation Sponsor: Endorsers: Media Partner:

conferences telecoms series

 Day 1
Sponsor Profiles

12th November 2008

Silver Sponsor: HALF-DAY INTERACTIVE WORSHOP

What Makes a Good Mobile TV Service?

Workshop Leader:
Peter White
CEO
Axel Technologies is one of the leading MobileTV software vendors. Axel Rethink Research
offers a total multistandard MobileTV solution for all kinds of devices. Axel’s
MIDDLEWARE provides the most advanced features for user-friendly services in 13.30 Registration and Coffee
a converged environment. Axel also offers MOBILE TV CLIENT, the All-In-One
TV user interface. Further information www.axel.fi 14.00 Technology Considerations
• Which technologies are REALLY allowed in Europe?
• Which are cheapest?
• How well do they work?

Documentation Sponsor: 14.30 Network Costs and Considerations

• Spreading the costs and partnerships across Europe on Mobile TV

15.00 Examining Business Models and the Route to Market

• Do you adopt a free to air strategy or low priced subscription model?
• Will you introduce advertising, and if so how and when?

Icareus is a leading interactive TV and mobile TV technology vendor. Icareus 15.30 Afternoon Tea and Networking Break
iTV Suite is an interactive TV content production platform for mobile-tv.
Icareus Playout product range, since acquiring Cardinal Information Systems, 15.50 How to Plan your Content Strategy
offers ESG server, Flute server, IP Encapsulator and multiplexer. • Should you pay out high prices for live sport to drive your strategy?
• Should you develop some of your own programming?
For further information please visit www.icareus.com
• Is short form content worth promoting?

16.30 Reviewing Advertising Strategy and Other

Technology Influences
• Reviewing different technologies: Pay TV, Placeshifting, MBMS, etc.

16.40 Q&A

17.00 End of the workshop

About your Workshop Leader

Peter White co-founded Rethink Research Associates in 2002. Before that he
had been founder and managing director of ComputerWire since 1984, until
ComputerWire was sold to the Datamonitor Group in 2002.

In his work at Faultline Peter has built an understanding of Wired and Wireless
Triple Play models and is particularly expert in the delivery of video files and all
forms of IPTV, as well as in the various content protection, conditional access
and digital rights management technologies.

Peter has built a deep understanding of the impact that IP is having on all of
the entertainment fields, and calls his service Faultline because of the deep
faults that can potentially devastate companies operating in consumer
electronics, broadcasting, content delivery and creation, and
telecommunications, as content is delivered digitally.

Peter has advised major players and start up ventures, and has both written
and validated business plans in the area.
Day 2 Booking Line
Tel: +44 (0) 20 7647 2390
13th November 2008 Fax: +44 (0) 20 7647 2249

08.30 Registration and Morning Coffee 14:10 Operator Perspective

Comparison of DVB-H Launches in Different Countries
09.00 Chair's Opening Address • Comparing different business models in countries where DVB-H broadcast
Peter White has been launched
CEO • Understanding consequences of regulation differences and the subsequent
Rethink Research organisation of the value chain
• Learning from this comparison as to which organisation and business
OVERVIEW OF THE MOBILE TV MARKET models make broadcast most successful
Olivier Dhotel
09:10 Keynote Presentation: Head of Broadcast TV
Opening Address: Realising Mobile TV Potential Orange Group
• From trials to introduction to mass market – different stages on the mobile
TV markets 14.50 Operator Case Study
• From frequency allocation to the right business model – Lessons Learned from Italy: Managing a Successful Mobile TV
value chain dynamics Service
• Personalisation in heterogeneous Europe • From 3G streaming to DVB-H broadcasting
• Challenges on the way to a successful commercialisation • How H3G positions within the value chain structure
• What do users tell us? • Facts and figures from the H3G business operations
• Mobile TV's opportunities for content providers, broadcasters and mobile • Promoting mobile TV take-up: content offering and pricing evolution
operators • Producing and exploring new formats specific for mobile TV
Roland Beckmann-Kunz • Enhancing personal TV experience with interactivity
SVP Content and Digital Commerce • Target the user with possible advertising formats
Vodafone • 3 Power proposition
Marco Maestri
9:50 Solution Provider Perspective TV Solutions Director
Enabling Mobile TV Success Stories H3G S.p.A Italy
• Unified All-In-One User Interface for all TV and Video services as a basis of
good user experience and acceptance 15:30 Afternoon Tea and Networking Break
• How to manage Operator Specific Mobile TV User Interface and usability in
a broad device portfolio? 15.50 Operator Case Study
• How to achieve and manage a wide diversity of terminals? Why there are The Experience of Mobile TV Roll-Out in Austria
no devices available and when will the situation improve? • Determining key success factors for a roll-out
• Interactivities and other advanced services as alternative revenue sources • Managing a quick launch scenario for the MNO
Petri Kalske Harri Pietilä • Creating a bearer agnostic user experience
CEO CTO • Addressing the quality issues
Axel Technologies OY Axel Technologies OY Gert Bradl
System Engineer Mobile Service Network, Service Enabler
10:30 Coffee and Networking Mobilkom Austria

BUSINESS MODELS 16:30 Interactive Panel Discussion:

DVB-H vs 3G - Two Complementary Winning Approaches or
10:50 Three Years on, More Than 13 million Broadcast Users on Competing Technologies
Multiple Devices – The Korean Case Study • Discussing Mobile TV deployments 3G and DVB H in different countries
• Outlining future growth challenges and strategies • Evaluating prospects for future
• Lessons learned from DMB (terrestrial and satellite) business models on the • Assessing service quality and coverage
rocky road to profitability • Determining cost –§ saving approaches
• Explaining how current and future cooperation, regulation, technologies
and competition affect the market The panel will be joined by key speakers from both days
• Discussing future revenue growth and value added strategies
17:10 Chair's Closing Remarks
Jim O’Reilly
Alliance Manager, Korean ICT Europe 17:20 End of Conference
Co Author Digital Korea
KIICA

DVB-H RECENT AND PAST LAUNCHES IN EUROPE

Complimentary accommodation booking service
12:10 Operator Case Study Should you require accommodation whilst attending a marcus evans conference,
please do not hesitate to contact our accommodation agent Travelocity who will be
Making the Right Technical Decisions to Support Current and
more than happy to make a reservation for you. Please quote the name of the
Future Business in the DVB-H Arena
marcus evans conference you are attending.
• Discussing the pre DVB-H era
Tel: +44 (0) 161 601 4038,
• Reviewing 2006 Winter Olympic Games DVB-H trial: an opportunity to test
Fax: +44 (0) 161 968 9310
technology and collect user feedback
Email: marcusevans@travelocity-business.co.uk
• Analysing the commercial launch: goals, requirements, choices
http://www.travelocity-business.co.uk/marcusevans
• Reviewing Telecom Italia current offering: devices, content, pricing
• Addressing the future: trends in business and technology
Giorgio Bruno
Senior Engineer
Telecom Italia

12:50 Lunch Business development opportunities

Does your company have services, solutions or technologies that the
13:50 Coffee and Networking Break conference delegates would benefit from knowing about? If so, you can find
out more about the exhibiting, networking and branding opportunities
available by contacting our sponsorship division.
James Driscoll on +46 8 678 6040,
email: JamesD@marcusevansse.com
Day 3 Booking Line
Tel: +44 (0) 20 7647 2390
14th November 2008 Fax: +44 (0) 20 7647 2249

08.30 Registration and Morning Coffee 12:50 Lunch

09.00 Chair's Opening Remarks 13:50 Coffee and Networking

Peter White
CEO 14:10 Advertising Giant Case Study
Rethink Research The Rules of Mobile User Experience
• What is the impact that emotional connection has on Mobile TV
MARKETING AND SALES developments?
• What is the present and future advertiser demand for Mobile TV?
09:10 Operator Perspective • What does brand communication via Mobile TV look like in the future?
Bringing Mobile TV to the Mass Market Jonathan MacDonald
• Evaluating what will bring mobile TV forward and what is holding it back Senior Consultant – Mobile Marketing
• Looking at barriers limiting fast growth OgilvyOne Worldwide
• Understanding the target market, consumer interest and feedback
• Examining mobile voting applications DVB-H AND IT'S COMPARISON WITH OTHER STANDARDS
Jaroslav Chaloupka
Category Manager TV and Video 14:50 Operator Case Study
T-Mobile Czech Republic DVB-H – Friend or Foe to DVB-T?
• Technical similarities and differences
09:50 Successful Mobile TV Pricing • Network planning and deployment issues
• Identifying the best value pricing and bundling models • Differences in business models
• Developing segmentation and differentiation approaches • Separate ways of securing content for small and big screens
• Exploring the strategies for targeted content • Looking at end user devices
• Lessons learned in deploying DVB-H in Latvia
Margrit Sessions
Managing Director Ervins Kampans
Tariff Consultancy Ltd Head of Technology Research
LMT
10:30 Coffee and Networking
15:30 Afternoon Tea and Networking Break
DIGITAL RADIO
15:50 Operator Perspective
10:50 Multiplatform Digital Radio DVB-H vs DVB-T
• Discussing radio on the move - what do audiences want? • Determining the advantages and disadvantages of standards
• Highlighting technology and distribution - the broadcaster perspective • Comparing revenue models
• Exploring future developments - social hardware and radio DNS • Analysing infrastructure and costs involved
John Ousby Balazs Birck
Head of Distribution Technologies Head of Innovation and Product Development
BBC T-Mobile Hungary

MOBILE BROADCASTING CONTENT AND ADVERTISING REGULATION AND LICENCES

11:30 Content Provider Perspective 16:30 Impact of the Mobile Broadcast Regulatory Framework on
Mobile TV Content and DRM Market Kick-Off
• Addressing the opportunities for differentiation: time-shifting • Reviewing the status of mobile broadcast regulation in Europe
• Discussing challenges of DRM for mobile time-shifting content • Analysing national regulatory frameworks on a criteria basis
• Understanding the challenges of storage limitations of devices • Concluding on best practice
• Reviewing the importance of user interface: selecting content and finding it Prof. Dr. Claus Sattler
Bjarne Andre Myklebust Executive Director
Director of New Media bmcoforum
NRK, Norwegian Broadcasting Corporation
17:10 Interactive Panel Discussion
12:10 Content Provider Case Study Solving the Chicken and Egg Problem Between the Broadcast
Generating Profitability of Mobile TV with Advertising Industry and Mobile Industry
• Reviewing C4's mobile site, its content and advertisers who have used it • Overcoming the difficult contractual situation between the two industries
• How will mobile advertising evolve / become mass market? • How to agree on the best mutual revenue sharing model
• How to monetise Mobile TV? • Identifying the opportunities for fast kick off
• Reviewing the developments in the regulatory frame
Carie Bolsover Richard Knight
Commercial Interactive Manager Strategy and Distribution Manager The panel will be joined by key speakers from both days
Channel 4 Channel 4
17:50 Chair’s Closing Remarks

18:00 End of Conference

 Mobile Broadcasting Forum 2008

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DATE(S): 12TH-14TH NOVEMBER 2008

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