At a time when advertisers are heavily investing in mobile, do you know how to take advantage of this potentially lucrative revenue stream? With such a wealth of customer data at your disposal, how can you effectively leverage this to develop relevant and targeted mobile campaigns with advertisers and brands? Telecoms IQ’s Mobile Advertising will bring together mobile operators and MVNOs from across Europe to learn how to convince advertising companies and brands to work with them and how to collaborate with advertisers to develop successful mobile advertising campaigns that drive revenues for both the mobile operator and the advertising companies. Download the brochure now for further details.

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Mobile
Advertising
4th-7th July 2011, Sheraton Park Lane, London
The only
mobile
Learn how to develop profitable mobile advertising campaigns advertising
and deliver relevant location based marketing that reaches the event for
operators
right audience at the right time to compete with OTT players
and led by
operators
Key Issues To Be Addressed:
12 Operator Case Studies
• Understand how to leverage mobile advertising Led By:
to drive new revenue streams and enhance the
Shaun Gregory, Managing Director of O2 Media,
customer experience
Telefónica O2 UK
• Learn how to develop and enable targeted
location based marketing campaigns that ensure Elvin Altun, Mobile Marketing Unit Head,
relevance to your customers Turkcell
• See how to use your customer data to develop Ludovic Lévy, Director of Mobile Advertising,
profitable campaigns with advertising brands Orange
• Evaluate different strategies for increasing customer
opt-in for your mobile advertising campaigns Saadi Hussain, Head of Commercial Propositions,
BT Global Services
Plus, take advantage of the additional learning Gavin Gibbons, Senior Product Manager, Mobile
opportunities: Advertising, Deutsche Telekom
Pre-Conference Workshop – Monday 4th July 2011
Determining how to incorporate a location based marketing campaign Razvan Barbulescu, Mobile Advertising Senior
into your mobile advertising strategy to optimise relevance and add Product Manager, Vodafone Romania
value to your customers
Lucie Chmarová, Advertising Services Manager,
Post-Conference Workshop – Thursday 7th July 2011 T-Mobile Czech Republic
Understanding how to develop an opt-in advertising campaign that
your customers will be attracted to and your advertising brand will Sergio Cozzolino, Mobile ICT Solutions VP & GSMA
want to invest in Smart Card Group Chairman, Telecom Italia
“A great opportunity to get a valuable insight “Mobile Advertising is a major growth opportunity
into the role operators will play in transforming for telecoms operators, media, internet and
the mobile advertising landscape” advertising stakeholders alike – the fast pace and
upcoming evolutions will be very exciting.”
Reg Cox, Director of Operations, Dr. Nejc M. Jakopin, Head of Staff Position, Corporate
GSMA Strategy & Programme Management, E-Plus Mobilfunk
Produced by:
Register now at www.mobileadvertisingeurope.com

2. At a time when Mobile Advertising companies and brands are investing in mobile, do you Case Studies Not To Be
want to know how to take advantage of this lucrative revenue stream?
Missed
And, do you need to learn how to leverage your customer data to enable relevant and
targeted advertising campaigns that satisfy both your customers and advertisers? v Hear Turkcell share their
experience and best practice in
If so, take advantage of Telecoms IQ’s Mobile Advertising event for mobile and developing profitable advertising
integrated operators alike, where you will learn how to leverage your assets to develop campaigns
advertising campaigns that drive revenues for both you and your advertising brand.
Learn from the strategies that your peers have developed to encourage their customers v See how Telefónica O2 UK have
to opt-in to marketing campaigns to enable targeted advertising and how they are developed a targeted location
combining it with location based technologies to send offers to the right customer in the based marketing campaign
right place at the right time. that ensures relevance to their
customers
Make sure you are part of this unique event and learn how to convince brands to work
with you to advertise their products and how to leverage applications as a channel to v Understand how Orange are
positioning themselves in the
deliver mobile advertising. The programme will be led by our expert speaker panel,
advertising ecosystem and
including: leveraging it to enhance the
customer experience
Managing Director of O2 Media, Telefónica O2 UK
Mobile Marketing Unit Head, Turkcell v Examine how Telecom Italia
are combining new technologies
Advertising Services Manager, T-Mobile Czech Republic
with SMS and MMS to enhance
Director of Mobile Advertising, Orange campaign effectiveness
Mobile Advertising Senior Product Manager, Vodafone Romania
Head of Staff Position, Corporate Strategy & Programme Management, E-Plus Mobilfunk v Hear how BT are combining
Director of Operations, GSMA M-Payments with mobile
advertising to complete the sales
Reserve your place today and learn how to develop effective and relevant advertising transaction
campaigns that compete with OTT players and secure your place in the mobile advertising
value chain. v Understand how Vodafone
Romania have developed an
I look forward to seeing you at the event in July, attractive opt-in campaign to suit
both the advertiser and the
customer
Joanna Sturgess v Hear from T-Mobile Czech
Conference Producer Republic how they are
Telecoms IQ leveraging location based
marketing to deliver targeted
P.S. Book and pay before 13th May 2011 to SAVE up to €700 advertising campaigns
visit www.mobileadvertisingeurope.com now to secure your place
Pre-Conference Workshop: Monday 4th July 2011
Registration and coffee will begin at 09.30.
The workshop will take place between 10.00 & 16.00 with appropriate breaks for lunch and refreshments.
Determining how to incorporate a location based marketing campaign into your mobile advertising
strategy to optimise relevance and add value to your customers
In this workshop delegates will learn how to successfully develop a location based marketing campaign and incorporate it
into their mobile advertising strategy. Learn how to leverage location based advertising to add value for your customers
and ensure optimum ROI for your advertising brand.
Key topics to be addressed:
v Examine and analyse examples of successful location based marketing campaigns
v Establish what customer data to use and how to gather it
v Understand which technology upgrades are required to enable location based marketing
v Determine how to deliver location based marketing campaigns in real time
v Examine where to set the geo-fenced area and determining how to limit the number of offers that a customer receives
v Learn how to leverage “pull” location based advertising including location aware services with relevant content
v Determine how to incorporate a location based campaign with your existing mobile advertising campaigns
Led by: Stephane Gantchev, Co-Founder, MobileMonday Sofia
Register now by contacting us on +44 (0) 20 7368 9300

3. Conference Day One: Tuesday 5th July 2011
09.00 Registration and coffee
14.40 Understanding how Orange are positioning themselves in
09.25 Welcome address the advertising ecosystem and how they are leveraging it
Joanna Sturgess, Conference Producer, Telecoms IQ to enhance the customer experience
09.30 Opening remarks from the Chair followed by a v Understanding the role of the operator in the advertising ecosystem
speed networking session and how Orange are positioning themselves in the value chain
v Determining how operators can leverage advertising and work with
09.50 Learning from Turkcell how they are using mobile as a brands to generate additional market share
mass media and marketing channel v Developing effective revenue share models
v Examining the power of mobile over alternative advertising and v Establishing how operators can work with brands to enhance the
marketing channels customer experience:
v Identifying the need for mobile marketing products and Turkcell’s v Analysing the steps that Orange have taken so far in this area and
Award Winning Cases: evaluating their success
v Opt-in Database Ludovic Lévy, Director of Mobile Advertising, Orange
v Mobile Advertising
v Campaigns 15.20 Examining the “Deal or No Deal” campaign by Vodafone
v Evaluating the success of Turkcell’s mobile advertising strategy and and Kraft to understand how brands embrace mobile
the ROI achieved
marketing to reach their business targets
Mobile Marketing has come a long way and is finally reaching the
Elvin Altun, Mobile Marketing Unit Head, Turkcell mainstream. Mobile is changing the consumer and marketing
10.30 Determining how to leverage new technologies to landscape. Vodafone Turkey will share their experiences from their
enhance campaign effectiveness and whether to combine “Deal or No Deal” campaign that has been selected as a 2011 GSMA
them with traditional mobile advertising channels finalist in the Best Mobile Advertising and Marketing category.
v Analysing the role of traditional channels such as SMS and MMS in v Understanding the dynamics of a mobile marketing campaign
mobile advertising campaigns v Determining how brands can maximise the effectiveness of a
v Leveraging new technical solutions to target customers effectively campaign by partnering with an operator
based on their preferences: v Establishing how to use mobile advertising in promotional
v NFC applications campaigns to target the right person, at the right time, in the right
v TAG applications location, via the right channel, with the right offer
v Establishing how to combine these solutions to boost B2B2C v Understanding the importance of mobile advertising to reach
advertising campaigns potential customers
v Finding the right customer balance between privacy and v Evaluating the overall success of the campaign in terms of customer
convenience take-up and ROI
v Evaluating the effectiveness of traditional versus innovative Emre Kanaat, Senior Manager of Mobile Marketing & Business
campaigns and determining when to combine the two to achieve Partners Management, Vodafone Turkey
optimum effectiveness
Sergio Cozzolino, Mobile ICT Solutions VP & GSMA Smart Card 16.00 Afternoon refreshments
Group Chairman, Telecom Italia 16.30 Examining recent and future developments in Deutsche
11.10 Morning refreshments Telekom’s mobile advertising strategy
Deutsche Telekom is already active in mobile advertising in more than
11.40 Panel Discussion: Can you change the negative ten European markets. In this session the speaker will talk about the
perception of mobile SMS advertising? the new globally standardised platform that they are using to
v How can operators develop an effective communication strategy integrate local features. In addition, you will learn about the new
with their customers so they know what data is being shared? formats and channels that Deutsche Telekom are developing to
v How can operators let their customers know that they recognise the deliver campaigns to their customers.
intrusion? Gavin Gibbons, Senior Product Manager, Mobile Advertising,
v What can operators offer their customers in return for sharing their Deutsche Telekom
data?
17.10 Determining how to measure the success of your mobile
v How can operators gain the trust of their customers as the
gatekeeper of their personal information?
advertising campaign
v Collaborating with your brand to determine their requirements
panellists include:
v Understanding how to set the criteria for success when the brand
Dr. Nejc M. Jakopin, Head of Staff Position, Corporate Strategy &
and the operator have different objectives
Programme Management, E-Plus Mobilfunk
Razvan Barbulescu, Mobile Advertising Senior Product Manager, v Evaluating the pros and cons of using different criteria to measure
the success of your campaign
Vodafone Romania
v Number of clicks
12.20 Understanding how the GSMA are working with UK v PoS discounts
mobile operators to develop a standardised process for v Number of leads generated
mobile advertising v Conversion rate
v Examining the history of GSMA and mobile advertising in the UK v Understanding which tools you need to be able to implement and
v Determining what is real and live today in mobile advertising when to monitor the success of a mobile advertising campaign
v Understanding what the market needs the GSMA to deliver v Determining how to present the results of your marketing campaign
v Analysing the GSMA’s mobile advertising roadmap to secure future buy in
Reg Cox, Director of Operations, GSMA For speaker updates, please visit
www.mobileadvertisingeurope.com
13.00 Lunch
14.00 Mobile advertising at E-Plus – a path to new business 17.50 Closing remarks from the Chair
models for operators 18.00 End of conference day one
v Understanding the rationale and key drivers behind mobile
advertising at E-Plus
v Identifying your assets and determining how to exploit them
v Understanding how Gettings has created a new mobile advertising
business model at E-Plus
v Evaluating the success of Gettings and mobile advertising at E-Plus
Dr. Nejc M. Jakopin, Head of Staff Position, Corporate Strategy &
Programme Management, E-Plus Mobilfunk
For your booking enquiries you can email us now telecoms@iqpc.co.uk

4. Conference Day Two: Wednesday 6th July 2011
09.00 Registration and coffee 13.50 Understanding how m-payments can be combined with
mobile advertising to complete the sales transaction
09.30 Opening remarks from the Chair v Examining the processes involved from start to finish of a mobile
David Stansell, Managing Consultant, PA Consulting advertising and m-payments campaign
09.40 Examining O2’s journey from an operator to a leading v Identifying the barriers faced in delivering such a campaign and
connectivity service brand how they can be overcome
v Understanding how O2 have developed themselves as a customer v Understanding the commercial framework between mobile
centric brand advertising and m-payments
v Analysing O2’s customer insight and demonstrating how mobile fits v Analysing the lessons learnt and evaluating the success of the
into the media mix campaign
Saadi Hussain, Head of Commercial Propositions,
v Determining how O2 have developed a mobile advertising strategy
BT Global Services
by creating a personalised media business built on trust with their
customers
14.30 Permission based mobile advertising at Vodafone
v Learning from proven case studies of precision targeted messaging
Romania: Understanding how to develop an advertising
campaigns and location based marketing campaigns
strategy that suits both the advertiser and your
v Evaluating the success of these campaigns customers
v Discussing the next steps for O2 in mobile advertising v Determining how to obtain permission from your customers to
Shaun Gregory, Managing Director of O2 Media, Telefónica O2 UK deliver advertising campaigns directly to them
10.20 Understanding how T-Mobile Czech Republic are v Establishing how to advertise to the right customer, at the right
leveraging location based marketing to deliver targeted time, in the right place
advertising campaigns v Understanding the competitive advantage that an operator has in
v Analysing the different geographical criteria to enable targeted permission based mobile advertising and how it can be exploited
marketing: Razvan Barbulescu, Mobile Advertising Senior Product Manager,
v Customer billing address Vodafone Romania
v Most frequent location of mobile phones and customers
v Current location of mobile phones and customers 15.10 Afternoon refreshments
v Examining the different advertising campaigns that T-Mobile is
running with advertisers: 15.30 Learning from Hi3G Denmark how to develop an in app
advertising campaign
v Understanding the criteria that T-Mobile are using to target
v Examining the new possibilities that smart phones present to
customers effectively
advertisers
v Evaluating the success of T-Mobile’s advertising campaigns with
v Understanding how advertising can be delivered in app
advertisers by examining the response and conversion rate
Lucie Chmarová, Advertising Services Manager, T-Mobile Czech v Determining how to develop in app advertising strategies
Republic v Learning from proven case studies and examining trends from the
Nordic region
11.00 Morning refreshments Kåre Carlsen, Content Manager, Hi3G Denmark
11.30 Building the business case for investing in mobile 16.10 Establishing how to convince brands to partner with
advertising and marketing mobile operators for their advertising campaigns
v Quantifying and justifying the investment required, particularly in v Understanding the extent to which brands perceive mobile
the mobile advertising platform, and analysing the expected ROI advertising as an effective way to reach potential customers
v Determining how to minimise the time taken to integrate a mobile v Analysing brand requirements and determining what you can offer
advertising platform with your network architecture and the them as an incentive to try mobile advertising:
associated costs v A reduced price for a promotion
v Establishing how to measure the success of your mobile advertising v Offering free targeting criteria instead of charging per parameter
and marketing campaign used
v Determining how to convince senior management to ‘believe’ in v Evaluating the cost-effectiveness of developing a tailor made
mobile advertising and marketing as a tool for revenue generation solution to your meet the brands’ requirements
For speaker updates, please visit v Establishing how to present the results of your campaign to secure
www.mobileadvertisingeurope.com future investment
Senior Representative, France Telecom España
12.10 Panel Discussion: How can mobile operators work more (Awaiting final confirmation)
effectively with brands to ensure successful mobile
advertising campaigns? 16.50 Closing remarks from the Chair
v What do brands want from a mobile advertising campaign?
v What do operators want to achieve from a mobile advertising 17.00 End of conference
campaign?
v How can operators and brands find the right balance to meet both
their needs?
v What technology do operators have and how can it be leveraged to Save up to
reach a wide audience?
v How can operators and brands develop win-win revenue share
€700 if you
models? register and
Panellists include: pay
Ludovic Lévy, Director of Mobile Advertising, Orange
Eden Zoller, Principal Analyst, Ovum
by 13th May
12.50 Lunch 2011
© Telecoms IQ 2011. Due to unforeseen circumstances the programme may
change, and IQPC reserves the right to alter the venue and/or speakers.
Register now at www.mobileadvertisingeurope.com

5. Post-Conference Workshop: Thursday 7th July 2011
Registration and coffee will begin at 09.30.
The workshop will take place between 10.00 & 16.00 with appropriate breaks for lunch and refreshments.
Understanding how to develop an opt-in advertising campaign that your customers will be attracted to
and your advertising brand will want to invest in
In this session delegates will learn how to develop and market an attractive user interface for their opt-in advertising
campaigns. Delegates will discuss what they can offer their customers in return for opting-in to their campaigns as well
as how they can regularly review their preferences to suit their changing needs.
Key topics to be addressed:
v Learn how to design a simple and flexible user interface that enables customers to set their own preferences
v Determine how to market your opt-in campaign and encourage your customers to opt-in quickly
v Evaluate the effectiveness of using different offers to encourage your customers to opt-in
v Establish how to encourage your customers to regularly review their preferences to optimise the relevance of the
adverts they receive
v Determine how to speed up the opt-in process in order for your campaign to hit a wider audience
v Understand how to minimise the time taken to remove customers that opt-out in order to reduce customer complaints
For announcements on the workshop leader, please visit: www.mobileadvertisingeurope.com
You Will Meet And Network With: Meet Prospects For Your Mobile Advertising
Solution:
Heads/Managers/Product Managers of: 80% of the delegates will use this event primarily to network.
• Mobile Advertising Position yourself as a leading solution provider to global mobile
operators at Telecoms IQ’s Mobile Advertising conference.
• Mobile Marketing
• VAS Attendees have an active interest in
• Content Services hearing from:
• Mobile Services Innovation
• Mobile advertising platform solution providers
• Entertainment • SMS advertising solution providers
• Location based marketing solution providers
5%
5% If you have a solution for Directors of Mobile Advertising
Western Europe and Heads of Mobile Marketing, we can help you connect
Eastern Europe with your prospects. Our conferences attract senior
20% 40% players responsible for budget allocation.
Scandinavia
Middle East
For more information on sponsorship opportunities, contact:
Africa
30%
Dale Harris, Sponsorship Sales Manager, Telecoms IQ
+44 (0) 207 368 9500 Email: sponsor@iqpc.co.uk
Share Your Ideas For more information on the conference programme and
speaking opportunities, contact:
Joanna Sturgess, Conference Producer, Telecoms IQ
Follow us on Twitter @TelecomsForum Join our Linkedin group
+44 (0) 20 7368 9300 Email: telecoms@iqpc.co.uk
“Telecoms Networking Forum”
Media
Partners:
Register now at www.mobileadvertisingeurope.com

6. Mobile Advertising 5 WAYS TO REGISTER
Tel: +44 (0) 20 7368 9300
Monday 4th July 2011: Pre-Conference Workshop Fax: +44 (0) 20 7368 9301
Tuesday 5th & Wednesday 6th July 2011: Two-Day Conference Post: your booking form to
Thursday 7th July 2011: Post-Conference Workshop IQPC UK, 2nd Floor,
To speed registration, please provide the priority code located on the mailing label or in the box below.
129 Wilton Road, London
SW1V 1JZ
my registration code is IGC_MA_SLIDE
Online: www.mobileadvertisingeurope.com
Please contact our database manager on +44 (0) 20 7368 9300 or at database@iqpc.co.uk quoting the registration
code above to inform us of any changes or to remove your details. Email: telecoms@iqpc.co.uk
Delegate Rates
Package Tick book & Pay by
13th may 2011*
book & Pay by
17th June 2011*
Standard Pricing
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IQPC recognises the value of learning in teams. Groups of 3 or more
Full Access Pass Save €700 Save €300 booking at the same time from the same company receive a 10%
4 Pre Conference Workshop €2,899+VAT €3,299+VAT €3,599+VAT
4 Two Day Conference discount. 5 or more receive a 15% discount. 7 receive a 20% discount.
4 Post Conference Workshop Only one discount available per person.
Three Day Pass Save €500 Save €200
4 Two Day Conference AND
Pre Conference Workshop
€2,299+VAT €2,599+VAT €2,799+VAT Venue & Accommodation
OR
Post Conference Workshop VEnUE: Sheraton Park Lane,Piccadilly, London, W1J 7BX
Two-Day Conference Save €250 Save €150
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any other offer. All prices are exclusive of UK VAT. VAT will be charged at 20% from 01/01/2011. Travel and accommodation are not included in the conference fee;
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however we have put together a HotelMap that displays discounted
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Please photocopy for each additional delegate
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