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AgendaThe MEX speaking programme educates, provokes debate and provides a context for networking at the conference. The programme is constantly evolving and the key themes are summarised below. If you would like to be involved, please contact Marek Pawlowski (marekpawlowski@pmn.co.uk or +44 (0)7767 622957).
08:30 - 09:00 Registration, coffee and pastries 09:00 - 10:30 SIMPLY A BETTER EXPERIENCE Better user experiences start with understanding customers. There is an enormous diversity of interactions which influence the way they perceive, purchase and use products. Every aspect, from retail packaging to UI design, combines to create an overall impression in the customer's mind. Long-term success in the mobile telecoms industry will be directly linked to companies' ability to understand how requirements differ across customer segments and manage the increasingly complex web of insight, partnerships and technology required to deliver better products.
Keynote: Mike Stevens, Research International Expert opinions from: Anat Amir, Head of Usability, O2 Peter Baldwin, CEO, MSX Matt Millar, Head of Consulting, Adobe 10:30 - 11:00 Morning coffee 11:00 - 12:30 COMMUNITY CONVERGENCE Communities exist everywhere. In the workplace, among the neighbours in your street, online - anywhere there is shared affinity, there is the possibility for a community to emerge. Companies which can understand the complexity of their customers' communities and provide tools which enable them to participate more effectively and with unique mobile capabilities will benefit from greater subscriber loyalty and pricing power.
Keynote: Frederick Ghahramani, Director and co-founder, AirG Expert opinions from: Mike Beeston, Managing Director, Fjord Alexis Michaelides, Director and co-founder, UKStreetsounds.com Gunnar Larsen, Director, EMEA, Real Networks Dan Ake, CEO, MobileSignal Jane Vincent, Visiting Fellow, Digital World Research Centre, University of Surrey 12:30 - 13:00 ACCESS WIRELESS Mobile device users accept inconveniences in usability and utility in exchange for the many advantages provided by the wireless technologies. However, these problems combined with device complexity present significant, even insurmountable barriers to individuals with cognitive impairments. Understanding the needs and abilities of this diverse population, provides a basis for enhancing the mobile user experience for all users.
13:00 - 14:00 Lunch 14:00 - 16:00 LIVE! BUILDING A CUSTOMER EXPERIENCE This participatory session provides an opportunity to work through the process of building a highlytargeted MVNO, enabling you to learn from the experience of our workshop leaders in key areas such as consumer research, product management, user testing, marketing and commercial strategy. After a brief introduction from the chairman, our panel of workshop leaders define a target market and show how an MVNO could deliver a tailored service offering. The conference breaks out into group roundtable sessions, with each delegate participating in a series of 10 minute practicals with a workshop leader, looking in detail at the individual stages of building an MVNO. To conclude, the chairman and panel return to the stage to share their experiences from the group practicals and present the final business plan. Programme
16:00 - 16:30 Afternoon tea 16:30 - 17:30 MEET THE CUSTOMERS, UNDERSTAND THE INSPIRATION Industrial design consultancy Alloy returns to MEX after last year’s successful ‘Meet the customers’ session with more direct evidence of how customers really behave with their mobile devices. The challenge to the mobile industry for the next growth phase is not what services can be provided, but how to access and use them. Handset usability has restricted uptake of multimedia content. Gus Desbarats, Chairman of Alloy, will explore what issues surround the challenge of creating a device conceived with the sole intention of enabling easier access and use of multimedia services. Gus will be supported by the core design team from Alloy who will share their views on how they derive inspiration from real people in real situations to create a more compelling device. Speakers: Gus Desbarats, Chairman, and the Alloy design team. 17:30 - 18:00 EXPERIENCE CO-CREATION In her presentation, Ms Bouty will highlight how winning companies put the user experience at the center of their strategy formulation. She will introduce the breakthrough concept of experience cocreation developed by CK Prahalad and V Ramaswamy, who see the co-creation of unique user experiences as the next practice in value creation.
18:00 onwards Please join us for drinks in the galleria of The Great Eastern Hotel Day Two, 1st June 2006 08:30 - 09:00 Registration, coffee and pastries 09:00 - 10:30 INTERACTING WITH THE REAL WORLD Mobile devices are evolving from tools for person-to-person communication and enabling users to interact with their physical environment. Point-of-sale applications, mobile ticketing, billboards which broadcast content – the world around us is starting to find a digital voice of its own – and this presents unique interface challenges for the mobile industry.
Keynote: Fabio Sergio, Interaction Design Strategist Expert opinions from: David Wentker, Head of Mobile Innovation, Visa Jacques LaPointe, Director, Product Management, Zi Corporation Don Cameron, Vice President of Marketing, Mobiqa Per Ogren, Head of User Experience, TAT 10:30 - 11:00 Morning coffee 11:00 - 12:30 INTRA-DEVICE AND MULTIPLE INTERFACE CHALLENGES Supporting several usage methods within the same device is becoming a key requirement as manufacturers seek to incorporate an ever broader range of features into their products. In parallel, there is a growing need to maintain consistency of interface across a device families. This presents a new design challenge for UI architects and a commercial issue for product managers focused on reducing the bill of materials and time-to-market. The resulting drive for platform technologies is fuelling intense competition among technology providers.
Keynote: Andrew Borovsky, Adobe Expert opinions from: Laurent Mauvais, Interaction Architect, UIQ Technologies Francis Djabri, User Experience Manager, OMTP Benoit Schillings, CTO, Trolltech Goran Svennarp, Senior Marketing Director, Obigo 12:30 - 13:00 SPEED, COVERAGE AND QUALITY OF EXPERIENCE Providing a consistent user experience over hybrid networks
13:00 - 14:00 Lunch 14:00 - 14:30 10 REAL WORLD INSIGHTS - KEY MESSAGES FROM REAL USERS Speaker: Tracy Ross, Principal Researcher, Mobile Telecoms, ESRI 14:30 - 16:00 MOBILE ADVERTISING - MISSION OR EXPLORATION? Mobile advertising is a broad term, from using the mobile device as a response channel for other advertising media to content where the promotion, transaction and delivery all occur within the mobile environment. Mobile users typically operate in missions defined by the amount of time they have available, the task they need to complete and their physical location. The challenge for marketeers is to understand these missions and deliver promotions which assists in their completion, rather than distracting them from their current task like TV or print advertising.
Keynote: Jim Souders, Senior Vice President, Worldwide Field Operations, Action Engine Expert opinions from: Sarah McVittie, CEO, Re5ult Mark Slade, Managing Director, 4thscreen John Doyle, Product Marketing Director, ChangingWorlds Dean Bubley, Analyst, Disruptive Analysis 16:00 - 16:15 Closing remarks from the chairman 16:15 - 16:45 Please join us for afternoon tea in the galleria of The Great Eastern Hotel before leaving for your flight or connection. (c) PMN Publications 1995 - 2008. All brands and product names are acknowledged and may be trademarks or registered trademarks of their respective holders. |