2nd Annual

Location Based Services and

Local Search Forum 2009
Examining Revenue Maximising Strategies and Determining the Success of LBS

The LBS market

LBS
Amsterdam, The Netherlands

13th - 14th January 2009 is predicted to reach

$447 million in 2009
Mobility is the single most important benefit of mobile communications. If ever there
was an ideal market that could capitalise on the benefits of mobility, it has to be LBS

In the Chair:
Simon Glassman
Director, Segment Marketing Wireless
Tele Atlas

Your Expert Speaker Panel:

Key Highlights:
Raphael Goumot Laurent Benveniste Tony Reeve
• Orange explore how to market LBS successfully and review mobile location
Director, Start-Up Director of Local Manager of International
based advertising
Programme Advertising Solutions Product Marketing
• H3G Italy discuss key success factors for LBS take-up
Orange Orange T- Mobile
• T-Mobile review the future of the social networking
• Telecom Italia evaluate mobile navigation services and business opportunities
Ian Curran Daniel Appelquist John Brendan Riordan
• Vodafone establish how Mobile 2.0 is changing the face of LBS services
Head of Telematics and Senior Technology Senior Consultant
• O2 examine evolving emergency initiatives with E-call
M2M Communications Strategist Manager
• Yell discuss how local search marries with LBS
O2 Vodafone Group R&D Swisscom

Carey Bunks Ivano Costa Hans De Bruijn

Former Head of Mobile Senior Manager Managing Director
Key Benefits of Attending: Yell Innovation and Business LBS Consulting
• Assess current LBS market developments Development
• Explore strategies to make LBS more attractive to customers Andrew Scott Telecom Italia S.p.A. Jukka Hautala
• Review the role of the operator in the value chain Founder and CEO CEO
• Address the success of an open business model Rummble Chris Cannacott Reslink Solutions
• Understand the importance of interoperability of applications Account Director
Kristof Van Den Inside Mobile Malte Schloen
Branden CEO
CEO Dr Chris Drane Locr GMBH
La Mosca CEO
Seeker Wireless Mark Ellwood
Rory O’Neill Partner Manager
Director Solutions and Simon Glassman Reslink Solutions
Alliances Marketing Market Director, Wireless
Blackberry (RIM) Tele Atlas

Silver Sponsors

Documentation Sponsors Media Partner

conferences telecoms series

Sponsor Profiles
Silver Sponsors:
Tele Atlas delivers the digital maps and dynamic content that power some of the
world's most essential navigation and location-based services (LBS). The information is
the foundation for a wide range of personal and in-car navigation systems and mobile
and Internet map applications that help users find the people, places, products, and
services they need, wherever they are. The company also works with business partners
who trust its digital map data to deliver critical applications for emergency, business,
fleet, and infrastructure services. Through a combination of its own products and
partnerships, Tele Atlas offers digital map coverage of more than 200 countries and
territories worldwide. The company was founded in 1984 and today has approximately
2,400 full-time staff and contract cartographers at offices in 24 countries and uses a
sophisticated network of professional drivers, mobile mapping vans, and more than
50,000 data resources to deliver highly accurate and up-to-date digital maps. For more
information, visit www.teleatlas.com.
Reslink is a Finnish software company that specializes in mobile phone solutions for
proof-of-attendance and location-sensitive data capture. By using new technologies such
as NFC phones and RFID tags, any organization can immediately prove where their
employees went, at what time, and what they did whilst there. www.reslink.fi
The BlackBerry® solution allows users to stay connected with wireless access to email,
data, phone, web and organiser features. With the BlackBerry solution, you can enhance
the productivity and efficiency of your organisation by pushing data out to where it's
needed most—your mobile workforce.
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Documentation Sponsors:
Cellfind (Pty) Ltd (“Cellfind”) was formed in September 2003, with the goal of
becoming the leader in GSM location based services for Africa. The company purchased
a technology license from a UK-based company, MI-International, for a product that had
been operating on 6 cellular networks in the UK since June 2003. This product is known
as Mapamobile.
Cellfind operates both active and passive location based services. Both MTN and
Vodacom, South Africa’s largest cellular networks, support Cellfind’s active services such
as Look4help. However, Vodacom is the only network in South Africa with the requisite
Location Manager technology platform to support passive (tracking) location based
services. Therefore, although the Cellfind services are designed to operate across all
networks as they do in the UK, the South African services are currently restricted to the
Vodacom
locr is a photo sharing community with a focus on geotagging. The locr software (for
mobile phones, digital cameras, GPS data loggers and PCs) automatically tags photos
with GPS data, shows their position on digital maps and generates for each photo
descriptions of the locality. The locr online community enables users to upload photos,
archive them in albums and swap them interactively with friends and acquaintances. For
more details, see www.locr.com.
Seeker Wireless, the world leader in mobile location technology, is a privately held
company founded in 2003 by pioneers of cellular location, with over 30 years of
experience in the industry. Seeker’s innovative solutions enable their customers to deliver
highly accurate location-based services, such as zone-based charging and localised
mobile advertising.
Founded in 2000, UbiESt SpA is Italian leader provider of cartographic technologies and
developer of mobile location based services for business and consumer markets. The
company is Grand Prize Winner at NAVTEQ Global LBS Challenge 2008 with UbiSafe, a
mobile service for emergency needs and GPS locating and tracking of familiars.
Business development opportunities
Does your company have services, solutions or technologies that the
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 1 Booking Line
Tel: +44 (0) 20 3002 3315
13th January, 2009 Fax: +44 (0) 20 3002 3005

08.30 Registration and Morning Coffee 12:50 Lunch

09.00 Chair’s Opening Address 13:50 Coffee and Networking Break

Simon Glassman
Director, Segment Marketing Wireless 14.10 Operator Case Study
Tele Atlas LBS: Marketing Innovative Services Through Partnerships
with Start-Ups and Developers' Programmes
OVERVIEW OF THE CURRENT LBS MARKET • Why communities of developers are important to the LBS market
evolution? From serving specific market needs to challenging
dominant players
09.10 Operator Perspective
• What's hot from LBS start-ups? Examples of innovative location-based
Fulfilling User Needs for LBS
services
• Understanding user needs for LBS
• How to develop and market 3rd parties LBS product and services? An
• Reviewing the importance of the mobile phone
operator's perspective: the Orange Partner programme
• Interpreting user behavior to improve LBS service
• What are the ecosystem and success factors to deliver innovative services
• Leveraging customer information to create a context driven service offering
with 3rd parties? A new paradigm for LBS with the rise of APIs
John Brendan Riordan
Raphael Goumot
Senior Consultant Manager
Director, Start-Up Programme
Swisscom
Orange

LOCATION BASED APPLICATIONS – NFC, NAVIGATION REVENUE MODELS

AND LOCAL SEARCH
14.50 Operator Case Study
09.50 Solution Provider Perspective Boosting Revenue with Mobile Location Based Advertising
Location-Sensitive NFC Phone Services • Understanding the great opportunity that location provides for mobile
• Who, where, when and what? advertising
• Proof-of-attendance and location-sensitive data capture • What role does advertising play in generating sustainable revenue stream?
• Benefits of a location-enabled NFC phone • Successfully reaching the target audience just in place and just in time
• Looking at use cases • How much advertising will the user accept?
Jukka Hautala Mark Ellwood Laurent Benveniste
CEO Partner Manager Director of Local Advertising Solutions
Reslink Solutions Reslink Solutions Orange

15.30 Afternoon Tea and Networking Break

10.30 Morning Coffee and Networking Break
15.50 Current and Future Advertising Models for Location Based
10.50 Operator Case Study Advertising
Telecom Italia and Mobile Navigation Services: Evaluating • Understanding the great opportunity that location provides for mobile
Business Opportunities and the Role of the Operator in the advertising
Navigation Value Chain • Successfully reaching the target audience, what they want and where
• Highlighting the importance of the operator they want it
• The impact of 3rd party application developers on the role of the operator • How much advertising will the user accept?
• Highlighting the factors pushing the carriers to increased openness • The future of LBS targeting/advertising for Europe
• Assessing revenue-share models within the value chain Chris Cannacott
Ivano Costa Account Director
Senior Manager Inside Mobile
Innovation and Business Development
Telecom Italia S.p.A. 16.30 Interactive Panel Discussion:
Can GPS Enabled Handsets Support Mass Market LBS?
11.30 Establishing BlackBerry Applications that Delight Customers • Reviewing the impact can GPS-enabled handsets have on mobile
During the session we will demonstrate applications that provide location based operators’ service revenues
services to Enterprise and Consumers that run on BlackBerry, including: • Discussing how important are GPS-enabled handsets for driving the
• Location Based Services on BlackBerry LBS and navigation services markets?
• Presence and mobile commerce – the new retail • Assessing what are the regional trends for GPS-enabled handsets and
• Personal safety applications opportunities in developed and emerging markets
Rory O’Neill • Gauging what is the impact of growing GPS penetration on the
Director Solutions and Alliances Marketing overall handset market?
Blackberry (RIM) Moderated by:
Malte Schloen
PARTNERSHIPS, ECOSYSTEMS AND 3RD PARTY DEVELOPERS CEO
Locr GMBH
12.10 Application Developer Case Study On the Panel
Discussing Real World Challenges for Applications
Developers and LBS Consumers Luigi Cappel
• Demands of users in the real world Sales and Marketing Manager
• The future: Location based information overload GeoSmart Mas Ltd
• Navigating the location API jungle The panel will be joined by key speakers of both days
• How do consumers utilise an LBS applications in the wild?
Andrew Scott 17.10 Chair’s Closing Remarks
Founder and CEO
Rummble 17.20 End of Day One
Day 2 Booking Line
Tel: +44 (0) 20 3002 3315
14th January, 2009 Fax: +44 (0) 20 3002 3005

08.30 Registration and Morning Coffee 12.10 Lunch

09.00 Chair’s Opening Remarks 13:10 Coffee and Networking Break

Simon Glassman
Director, Segment Marketing Wireless ALTERNATIVE LBS MODELS
Tele Atlas
13:30 Local Search Engine Perspective
SOCIAL NETWORKING AND WEB 2.O How Local Search Marries with LBS
• Exploring the role that business directories play in that relationship
09.10 Operator Case Study • Reviewing the vision at Yell about how to structure the user
Social Networking: An Evolving Business Model for proposition
Revenue Generation • Establishing business models that seem to be the logical development
• Developing concepts for location enabled social networks of that vision
• Understanding key challenges facing a location enabled social network • Creating a compelling value proposition with the combination of
• Managing privacy and security location and local search
• Examining the revenue potential that this creates for network operators Carey Bunks
Tony Reeve Former Head of Mobile
Manager of International Product Marketing Yell
T- Mobile
14.10 Operator Case Study
09.50 Operator Case Study Examining Evolving Emergency Initiatives with E-call
Mobile 2.0 Location • Reviewing E-Call technology and its infrastructure
This presentation will examine how social networks, web services APIs, • Addressing the benefits of E-Call for increased safety, cost reduction
device APIs, mobile widgets, mashups and the rise of the mobile web is and environmental impact
changing the face of location-based services • Discussing its public and commercial versions
• Pan-European interoperability - assessing the socio-economic impact
Daniel Appelquist
of the system at the European level (Pan-European Field Operational
Senior Technology Strategist
Tests)
Vodafone Group R&D
Ian Curran
10.30 Morning Coffee and Networking Break Head of Telematics and M2M Communications
O2
10.50 How to Monetise the Potential Advertising Revenues from
Mobile Social-Networking Services 14.50 Afternoon Tea and Networking Break
• Reviewing established mobile social networking service in some
regions 15.10 How to Truly Move Forward with the Inclusion of Location
• Addressing the growth in revenues with social networking community into Game Play
• Working out a business model to monetise users • Creating an effective and accessible mobile gaming experience
• Discussing how mobile communication could benefit from social • What is the consumer perspective?
presence and which application fields can be addressed • Exploring La Mosca city games - keeping it very simple, usability and
user friendliness to drive the take-up
Hans De Bruijn
• Discussing the future of location based games
Managing Director
LBS Consulting Kristof Van Den Branden
CEO
ALTERNATIVE LOCATION BASED TECHNOLOGIES La Mosca

11.30 Solution Provider Case Study 15.50 Interactive Panel Discussion:

Moving From Simple POIs to Real Content Is GPS really necessary?
"Beyond the Map" • GPS does not work in-doors, in shopping malls, and in urban canyons
• The evolution of enhanced content – 2D and 3D imagery and beyond • Turning GPS on in your mobile runs the battery flat within a couple of
• Leveraging the power of the community – integrating user generated hours
content • GPS accuracy is not needed for the overwhelming number of LBS
• Real world and real time data – using dynamic content to deliver applications
superior navigation and new LBS experiences • Wi-Fi and Cellular location provides sufficient accuracy almost all LBS
applications other than navigation
Simon Glassman • So, why bother trying to put GPS in every handset, why not focus on
Market Director, Wireless a combination of Cellular and Wi-Fi
Tele Atlas
Moderated by:
Dr Chris Drane
CEO
Seeker Wireless
The panel will be joined by key speakers of both days

16.30 Chair’s Closing Remarks

16.50 End of Conference

 Location Based Service and Local Search Forum 2009

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CONFERENCE: LOCATION BASED SERVICE AND LOCAL SEARCH FORUM 2009
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