Mobile TV and Video Services 2009

Establish the Future of TV Business across Multiple Platforms and Learn How Revenue Models Will
Evolve for the Benefit of Your Organisation

Amsterdam, The Netherlands

16th–18th November 2009

Including a Half-Day Pre-Conference Workshop

on 16th November 2009
Mobile TV: Business Model and Opportunities

Workshop Leader: In the Chair:

Peter White Jan Larsson Prof. Dr. Claus Sattler
CEO Senior Corporate and Business Executive Director
Rethink Research Development Manager bmcoforum
TeliaSonera International Carrier

marcus evans Expert Speaker Panel

Anton Giulio Lombardi Jukka Helin
Director of Regulatory and Institutional Director Broadband Service and Product
Attending this Premier marcus evans Conference Affairs Management
Will Enable You to: 3 Italia TeliaSonera
• Analyse development of mobile TV and video in Europe Jakub Brzeczkowski Bernd Reul
• Compare different business models launched in different regions Director Content TV/VOD Director of Strategy and Business
• Explore converging technologies to provide seamless TV on Orange / France Telecom Development
Mobile TDC
• Address user experience and quality issues Klaus Pilz
• Review regulatory framework and business models Senior Project Manager Francesco Pugliese
• Assess pricing, bundling and packaging strategies Swisscom Broadcast Mobile TV and Portal Development
Director
Learn from Key Practical Case Studies: Markus Otte 3 Italia
• KPN present their Mobile TV success story Senior Manager Content Distribution
• NRK explore adoption of DMB Mobile TV in Europe MTV Networks Germany Vincent Grivet
• Orange converge internet TV and mobile TV as a way forward in Vice President Mobile TV
an all-IP world Bjarne Andre Myklebust TDF
• Teliasonera highlight key factors for successful mobile TV Director of Mobile Content Services
business models NRK Paul Overbury
• Swisscom demonstrate the importance of video encoding and Consultant Core Network Design and
quality for success Petri Kalske Delivery
• H3G Austria outline future growth strategies and challenges CEO Orange UK
• MTV explain how they keep customers tuned-in Axel Technologies
Paul Selten
Peter White Product Manager Mobile TV
CEO KPN
Rethink Research
Christian Haspl
Chris Liu Product Manager TV
Managing Director H3G Austria
Fjord London
Philip Jay
Prof. Dr. Claus Sattler Head of New Service Development
Executive Director BBC
bmcoforum
Aleksandra Bosnjak
Keith Breed Senior Analyst
Silver Sponsor: Research Director SNL Kagan
Tariff Consultancy
Kohinoor Lal Verma
Solution Product Manager - Mobile TV
Ericsson

conferences telecoms series

 Day 1

Sponsor’s Profile 16th November 2009

Half-Day Interactive Workshop

Why Attend this Conference?
Mobile TV and video is definitely big business and has the potential to
contribute significantly to an operator’s bottom line in the very near MOBILE TV: BUSINESS MODEL AND OPPORTUNITIES
future. The initial hype is over, technologies and handsets are now
Workshop leaders:
better able to cope with the services, business models are being revised
Peter White
and we are seeing commitments for deployments in the near, medium CEO
and long term. Rethink Research

13.30 Registration and Coffee

marcus evans Mobile TV and Video Services 2009
conference will explore the markets for both mobile TV and mobile
video services in Europe and beyond. We will explore why this sector is
one of the fastest growing mobile content segments and why
consumers are keen on watching TV and video on the move using
mobile devices. With improvements in technology and the right
strategies to boost adoption, the expectation is that operators will
generate more revenue from these services. This conference will be the
perfect platform for market players to discuss the next steps to achieve
success and profitability with their service offerings.
We will examine operator mobile TV and video strategies and present
14.00 Workshop Leader’s Opening Remarks
14.10 Overview of Current State of the Mobile TV Market
• Fundamental aspects of mobile TV past present and future
• Reviewing technology choices
• Analysing the regulatory impact on mobile TV and video in Europe
14.50 Choosing the Right Mobile TV Business Model
• Reviewing the history of business models for unicast and broadcast mobile
TV services
• Description of different value chain structures
• Analysing major key players in the industry
• Recommendations for making mobile TV successful

case studies from the market leaders sharing their experiences in this 15.30 Afternoon Tea and Networking Break
area. These presentations will educate our attendees on how to fine-
15.50 How to Monetise Mobile TV?
tune their own strategies to ensure the profitability of their mobile TV
• Establishing revenue generating strategies for Mobile TV
and video strategies. • Reviewing various pricing models
• How should multimedia services be packaged?
• Which offer should be given and which pricing structures should
be adapted?
Who Should Attend This Conference?
Senior Representatives from: 16.30 Workshop Leaders Closing Remarks

• Mobile Operators 16.40 End of Workshop

• MVNOs
• Broadcasters and Media Houses
• Content Providers
• Handset and Other Equipment Manufactures
• Solution Providers About your Workshop Leader:
Peter White co-founded Rethink Research Associates in 2002. Before that he
CEOs, CTOs, Vice Presidents, Directors, had been founder and managing director of ComputerWire since 1984, until
Managers and Heads of: ComputerWire was sold to the Datamonitor Group in 2002.
• Mobile Broadcasting
In his work at Faultline Peter has built an understanding of Wired and Wireless
• Mobile TV
Triple Play models and is particularly expert in the delivery of video files and all
• Content Delivery forms of IPTV, as well as in the various content protection, conditional access and
• Business Development digital rights management technologies.
• New Media
Peter has built a deep understanding of the impact that IP is having on all of the
• Product Development
entertainment fields, and calls his service Faultline because of the deep faults that
• Wireless Development can potentially devastate companies operating in consumer electronics,
• Value Added Services broadcasting, content delivery and creation, and telecommunications, as content
• Strategic Development is delivered digitally.
Peter has advised major players and start up ventures, and has both written and
validated business plans in the area.

www.metelecoms.com
 Booking Line
Day 2 Felix Donkor
Tel: +44 (0) 207 647 2390
17th November 2009 Fax: +44 (0) 207 647 2249
FelixD@marcusevansuk.com

08.30 Registration and Coffee 13.00 Luncheon

09.00 Opening Address from the Chair 14.00 Coffee and Networking Break
Jan Larsson
Senior Corporate and Business Development Manager 14.20 Operator Case Study:
TeliaSonera International Carrier Successful Mobile TV Launch in the Netherlands
• Describing KPN’s mobile TV success model
UPDATE ON MOBILE TV AND VIDEO IN EUROPE • Reviewing customer usage and experiences one year after launch
• Challenges to overcome in the near future
09.10 Opening Speech – Operator Perspective: Paul Selten
Reviewing Technology, Consumers and Future of Mobile TV and Product Manager Mobile TV
Video Services KPN
• Analysing key market and eco system trends, drivers and barriers
• Technical overview of the mobile TV and video technologies
• Reviewing successful mobile TV roll-outs 14.55 Operator Case Study:
• How many users adopted mobile TV? Mobile TV in Italy 3 Years Later: A Success Story and Lessons
• Establishing a successful business model Learned
• The mobile TV service: the H3G story
Jakub Brzeczkowski
• Discussing unicast or broadcast?
Director Content TV/VOD
• Reviewing the customer base analysis, channel/content bouquets and
Orange / France Telecom
business model
09.45 Strategies for Successful Mobile Broadcasting Services • Establishing lessons learned
• Developing new business strategies for successful implementation Francesco Pugliese
• Getting the right content Mobile TV and Portal Development Director
• Understanding consumer requirements: 3 Italia
– traditional linear TV
– requirements for VOD service
• Reviewing success and identifying the key issues
MOBILE TV IN USA
Philip Jay 15.30 Reviewing Mobile TV Technologies in USA
Head of New Service Development • Examining the state of progress of ATSC M/H
BBC
• Exploring alternative technologies operating in USA
• Analysing ATSC M/H standards, transmitter, exciter players and devices
MULTI-STANDARD MOBILE TV • Reviewing value chain players: broadcasters operators and software players

10.20 Solution Provider Perspective: Peter White

Creating Successful Mobile TV for Mass Market Adoption CEO
• Coexistence of different technologies, standards and devices: threat or Rethink Research
opportunity?
• What difference, if any, netbooks will make? 16.05 Afternoon Tea and Networking Break
• Reviewing real success factors of mobile TV
• Addressing user experience and user behavior as cornerstones of mobile TV CONVERGING TECHNOLOGIES TO PROVIDE SEAMLESS TV AND
service VIDEO SERVICES
Petri Kalske
CEO 16.25 Mobile TV: The Challenge of a Successful Unicast /
Axel Technologies Broadcast Integration
• Achieving mass market adoption of mobile TV
10.55 Morning Coffee and Networking Break • The need for hybrid network strategies
• Highlighting benefits of unicast-broadcast integration
MOBILE TV LAUNCHES IN EUROPE • Delivering ultimate mobile video experience
• Overcoming integration challenges
11.15 Operator Case Study: • Driving greater profits from hybrid video transmission
Making the Right Decision for Successful Mobile TV
• Reviewing mobile TV enabling technologies Vincent Grivet
• What could be a successful business model for Mobile TV, who will be the Vice President Mobile TV
winners? TDF
• Exploring mobile TV platforms, comparison of streaming and DVB-H
• What will be the future of video on the mobile phone: Live-TV or Video on 17.00 Operator Case Study:
Demand?
Convergence of Internet TV and Mobile TV Services
• Outlining future growth strategies and challenges
• Addressing IP as a key feature of future broadcast services in a converging
Christian Haspl all-IP world
Product Manager TV • Delivering content across the full range of consumer devices
H3G Austria • Addressing significant capital savings and operations efficiencies
11.50 Solution Provider Perspective Paul Overbury
Case Study: Successful Mobile TV Launches in 3 Key Markets Consultant Core Network Design and Delivery
• What challenges did the operators face? Orange UK
• What were the launch strategies?
• Who are the end users? 17.35 Closing Remarks from the Chair
• What are the drivers for subscription and satisfaction?
• How would operator adapt to the future?
17.40 End of Day 2
• Do's and Don'ts
Kohinoor Lal Verma
Solution Product Manager - Mobile TV
Ericsson

12.25 Future of Mobile TV in Norway: DMB Launch in Europe

• Reviewing mobile TV in Norway
• Exploring diffusion, adoption, use and effect of DMB Mobile TV
• Establishing cost efficient coverage of large and rural areas
Bjarne Andre Myklebust
Director of Mobile Content Services
NRK
 Booking Line
Day 3 Felix Donkor
Tel: +44 (0) 207 647 2390
18th November 2009 Fax: +44 (0) 207 647 2249
FelixD@marcusevansuk.com

08.30 Registration and Coffee IMPACT OF LTE AND 4G NETWORKS

09.00 Opening Address from the Chair 13.45 Operator Perspective
Prof. Dr. Claus Sattler Impact of LTE and 4G Networks on Mobile TV and Video Services
Executive Director • Understanding how HSPA, LTE ("4G") support advances services
bmcoforum • Increased bandwidth for personal Mobile TV and Video
• Establishing more economical ways to deliver video content
REGULATORY OVERVIEW • Moving towards next step in user experience: creating a new entertainment
experience and new revenue opportunities
09.10 Opening Speech: • Getting a return on investment
Converging Media and Telecoms Industry to Achieve Nationwide
Bernd Reul
Broadcast Network Roll-Out
Director of Strategy and Business Development
• Reviewing key challenges for operators and broadcasters to address in
TDC
this market
• Factors impacting broadcast mobile TV
• Reviewing regulatory obstacles and technical challenges in Europe
PRICING
Prof. Dr. Claus Sattler 14.20 Pricing Mobile TV and Video Services for Success
Executive Director • Reviewing pricing and bundling of mobile tv and video services in Europe
bmcoforum • How to package the services for users and generate service uptake
• Exploring premium pricing models
09.45 Operator Case Study: Keith Breed
Mobile TV: Between Broadcasting and Mobile Communications Research Director
• Establishing differences and points of contact between mobile regulation Tariff Consultancy
and broadcasting regulation
• Reviewing the role of the client BUSINESS MODELS
• Discussing the protection of minors
• Analysing TV content and operator networks
14.55 Getting the Right Content to Keep Customers Tuned
• Addressing the role of the combined operator
• Reviewing current MTV mobile content offerings
Anton Giulio Lombardi • Understanding the customer preferences
Director of Regulatory and Institutional Affairs • On-portal marketing
3 Italia • Mobile advertising? Strategies for monetising mobile TV
• New devices, new services?
10.20 Morning Coffee and Networking Break
Markus Otte
10.40 Mobile TV within the Context of Hypercompetitive Multichannel Senior Manager Content Distribution
Dynamics in Europe MTV Networks Germany
• Pay-TV hyper-competition and mobile TV
• What will be the impact of mobile TV on multichannel competitive 15.30 Afternoon Tea and Networking Break
dynamics, short vs. long-term?
• How will macro-economic elements impact multichannel operator’s mobile 15.50 Operator Case Study:
TV performance and fragmented infrastructure as they attempt to generate Adopting Successful Mobile TV and Video Services Business Models
interest in new pay TV services? • Highlighting key factors in the business model for successful mobile TV and
Aleksandra Bosnjak video services
Senior Analyst • Analysing advertising-funded and paid for service models
SNL Kagan • Successfully integrating broadcasters and telco operators and the entire
value chain
USER EXPERIENCE AND QUALITY • Mobile TV status in Finland
• Reviewing the impact of the current financial situation
11.15 Next Evolution of Mobile TV Service Experience Jukka Helin
• Offering customers an enhanced experience with optimal display quality, Director Broadband Service and Product Management
easy channel access and simplified browsing TeliaSonera
• Seamless access to rich content services and fast data speeds at home or
on the move 16.25 Interactive Panel Discussion:
• Delivering the best personal TV experience possible with high definition
Handset Availability for Mobile TV and Video Services
mobile television
• Discussing TV on the iPhone
Chris Liu • The importance of user experience on a handset
Managing Director • Exploring handset availability for mobile broadcasting and mobile TV
Fjord London
The panel will be joined by speakers from both days
11.50 Operator Case Study:
17.00 Closing Remarks from the Chair
Video Encoding – Critical Factor for Success with Respect to
Profitability and Quality of E2E Mobile TV Solutions
17.10 End of Conference
• Discussing video encoding
– hardware or software based
– investing or outsourcing
• Addressing streaming solutions, a decisive component to support market success
• Enabling different business models by integrating advertisement tools
Klaus Pilz
Senior Project Manager
Swisscom Broadcast Business Development Opportunities:

12.25 Luncheon Does your company have services, solutions or technologies that the
conference delegates would benefit from knowing about? If so, you can find
13.25 Coffee and Networking Break out more about the exhibiting, networking and branding opportunities
available by contacting our sponsorship division.

James Driscoll, Sponsorship Director, marcus evans Stockholm

tel: +46 8407 2923, email: JamesD@marcusevansse.com
 Mobile TV and Video Services 2009

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