Brochure for North America's biggest mobile LBS conference. The Location Business Summit USA, 14-15 September, Crowne Plaza, San Jose Join MTV Networks, AT&T Interactive, Yahoo!, Bloomberg, Palm, Nokia, Ogilvy, Open Street Map, Gartner, Brightkite, Layar, SCVNGR, Booyah and many more key executives at The Location Business Summit USA. Following on from last years incredibly successful conference (Metaplaces) this will bring you everything you need to make sure your business capitalises on the LBS boom.

1. The place for leading location executives to do business
SAVE
$300
REGIST
ER
before
August
6
2010 ,
The Location Business Summit USA 2010
September 14-15, Crowne Plaza, San Jose
Utilize Context, Advertising and
Local Search to Secure Profits
and Maximize Revenue
The only event that unites LBS Enablers, Carriers
Expert Speakers Include:
and Solution Providers to explore emerging profit
strategies and business models
• Evaluate the current market and profit potential - Get
an exclusive look at the current LBS market, understand the Gary Gale, Gene Chuang,
Director, Ovi Places Executive Director
effects of consolidation and gain key insights into business
of Engineering,
models for 2010 and beyond buzz.com
• Optimize local search for mobile - Discuss advertising
models and monetisation opportunities; examine the use of
local data in revenue management
• Understand where we are now with LBA - Get to grips with Michael J Becker, Michael Metcalf,
advertisers’ wants and needs. From Location Based Marketing Managing Director Product Management
to push marketing, coupons to sponsored POI; find out how to North America
generate serious profits from LBA
• ‘Proof of Presence’ and the impact of Location Based
Social Networking - Analyse the impact of Facebook,
Foursquare, Twitter and the ‘check-in’ on the LBS industry,
explore user-experience and transform the hype into revenue
Dirk Shaw, Rob Lawson,
• Key strategies for LBS Data and Content - Infer trends Senior Vice CMO
President
and analytics through data; understand user generated vs
propriety content, privacy management and the future of
matching data points
Location Sponsor: Co Sponsors:
Dave Daetz, Sr. Matt Meisnieks,
Director, Corporate Head of Customer
& Business Development
Development
Full Conference Agenda & Speaker List Inside - Open NOW!

2. ABI research forecasts 82 million worldwide subscribers of
location-based mobile social networks by 2013
The Location Based Services market is booming. The companies that figure out how
to capitalize on this emerging trend are going to generate huge profits. If you want to
be one of them, you must attend The Location Based Summit USA 2010.
Ten years ago the US military opened up This is why The Location Business “Online local ad spend is estimated
their GPS satellite system for commercial Summit USA 2010 was created – so that to grow 5% to $14.9billion in 2010,
use, enabling vastly increased GPS you have one place to go to in order to get before growing at a higher single digit
accuracy. Big expectations and predictions the information and contacts you need to rate in 2011”.
followed, but it’s taken until now for the make your LBS company thrive.
revolutionary potential of this technology to Canaccord Adams
start to take hold.
“Mobile Local Search Users to Reach
On top of that you’ll hear up-to-date,
US consumers are now taking notice – they Almost 1.5bn by 2014 as GPS Migrates
exclusive market data that you can use
are sharing their location on social media, into Mass Market Handsets” as a solid basis for making business-critical
taking part in Location Based Gaming and Juniper Research decisions and forecasting the moves you
using services to track their children, pets need to make sure your revenue increases
and cars. LBS terms like ‘geocaching’ and in pace with the industry as a whole.
The current surge in LBS use is just the
‘POI’ are now widely used and understood.
beginning, now is the time to set your
The Location Business Summit USA
The growth in consumer interest, coupled game plan for the next few years - if you
2010 is the most business focused LBS
with the meteoric rise of smart phones wait or make uninformed decisions, you
conference you will attend this year. Our
and an evolving mobile broadband will lose out to your competitors.
agenda is tailored specifically on the core
infrastructure, has led many industry Read the summit agenda enclosed in business issues facing LBS companies
analysts to forecast unparalleled growth this brochure and you will see that every who are trying to monetize their offerings
across all sectors of LBS in the next two session is focused on a critical topic faced and lay the foundations of a sustainable
years. by your LBS business. LBS ecosystem.
In an environment where consumers are
“Location-based services will be a “Mobile paid search spending is
already getting used to free LBS – finding
$13 billion business by 2013” expected to grow 45% to $295.4 business models and practices that can
ABI Research Million in 2010 and potentially reach deliver real revenue is both your biggest
$1.2 billion by 2012” challenge and your biggest opportunity.
eMarketer
But big growth raises
big questions: We have taken the time to research all the
Returning for the second year The
angles so that you will come away with a
• What’s the best way to tackle privacy Location Business Summit USA is
comprehensive body of knowledge about
issues and avoid negative consumer fast becoming the most important
the state of industry and the expected
backlash? LBS business conference in North
near-term developments.
America – making it the meeting place
• What LBS services do users want and
Attend this Summit and discover expert for this industry’s most vital thinkers
what are they willing to pay for?
opinions on how to prepare for the privacy and top executives.
• With handset makers and other big concerns that lie ahead. Find out how
players bundling in LBS services as free how advertising agencies and corporate You need key business intelligence.
value adds, how can smaller companies marketers want to use Location Based You need high level contacts. You
monetize their services? Advertising. And hear some of today’s need The Location Business Summit
most innovative social media companies USA. Book your seat today.
• What industry standards are likely to
discuss what’s next for Location Based
emerge for Location Based Advertising
Social Media and gaming. I LooK foRwARd To MEETIng
(LBA) and how will they be regulated?
yoU In SAn JoSE
Nokia, MTV Networks, Yahoo, Brightkite,
By arming yourself with the latest Bloomberg, Layar, AT&T interactive,
forecasts, predictions and analysis of these Booyah, MMA, Palm, Ogilvy and many
vital questions you’ll be in a strong position Lucy Lincoln
more key players will debate how to Conference Organiser
to make the smart strategic choices that optimize local search, overcome platform TheWhereBusiness
will secure your future in the LBS industry. lucy@thewherebusiness.com
fragmentation and debate the future of Tel: +44 (0) 207 375 7595
Location Based Advertising.
Register online at www.thewherebusiness.com/LocBizBrochure

3. ConfEREnCE AgEndA - dAy 1 - SEPTEMBER 14, 2010
LoCATIon BASEd SERvICES REvEnUES wILL gRow AT 156% fRoM $1.7 BILLIon In 2008 To $2.6 BILL
Presentation: LBS Evolution - Market Presentation: Implement Successful The Death of Tracking:
Movements, Revenue Models and Strategies to Optimize Local Content How Location Can Now Predict
Emerging Trends • Discover how crowd-sourced data can Where You Will Be (And Who Will Be
• Get the latest LBS hype cycle analysis challenge proprietary data sets With You)
and key stats and facts on where the • Best methods to manage content from a • Why the future of LBS is not where
industry is now range of different sources you’ve been but where your going
• Explore the hottest trends in Location • Examine the best format and right • Understand Location Based AI and its
Based Advertising, Location Based delivery to get local content in the right effect on the industry
Social Networking and Local Search way • Discover the future of App evolution –
• Get the lowdown on the state of LBS • How to profile users through ‘reality from tracking to predicting your location
ecosystem and identify the key players mining’ to optimize content delivery
in the space Rip Gerber, President & CEO, LOC-AID
Gene Chuang, Executive Director of
• Understand consolidation trends and Engineering, buzz.com, AT&T Interactive
what this means for the future of the Case Study: Revolutionize Business
LBS industry NetworkiNg LuNCh Break
Intelligence Using a 1000 Year
Thilo Koslowski, Vice President and Old Tool: the Map- The Story of
Practice Leader Automotive, Vehicle ICT, Bloomberg’s BMAP
LAA, Gartner Presentation: Extract Intelligence
from Location to Infer Trends and • Understand the importance of the Map:
Build ‘Tribes’ Why adding context can boost profit
Panel: Profit from the Potential and save money
• How to infer trends and analytics from
Growth in Local and Mobile Search captured historical data • Real-time, near real-time, historical
data and forecasting integrated with
• Discover the best ways to optimize local • How to work with behavioural location
contextual information: Hurricane
search results for mobile data to get the right message to the
tracking tools, damage/impact
• Examine the best business models right person at the right time
forecasts, current events
for search – and learn how to build • Understand the importance of
• Understand multi-dataset analysis in a
profitable advertising models keeping data points consistent across
single platform
• Learn who will ultimately own search applications
• Get the lowdown on the importance of
data and what this means for you • Find out who is already exploiting
data utilization over ownership as key to
• Examine who in web search is best location data and understand its
profits
positioned to capitalise on mobile potential for your business
• How the addition of user-generated
search Tony Jebara, Co founder and Chief
content integration into the BMAP
• Explore how local search will evolve on Scientist, Sense Networks
platform can change the way
the web and other mobile devices information is handled
Moderator: Tina Whitfield, CEO, Presentation: Geobabel and the Andre Parris, Global Business Manager,
EquisGlobal Open Places Database Energy and Commodities, Bloomberg LP
Dan Gilmartin, Vice President of • “You’re fluent in Gowalla, I’m fluent in
Marketing, Where, Inc. Foursquare”: Bridging the Geo language
Greg Sterling, Sterling Market
Presentation: Augmented Reality
barrier
Intelligence – New Money Making Medium or
• Your place is not my place: How to Novelty fad?
NetworkiNg Coffee Break handle ambiguity in Geo referencing
• Understand how to solve Geo Babel to • Get a breakdown of the opportunities of
create unified industry standards AR integration with Mobile Marketing,
LBA, POI data, Special offers and
Case Study: Discover how the Gary Gale, Director, Ovi Places, Nokia coupons
Ticketing Industry has utilized LBS
• Find out how AR should be optimized
to Increase Venue Profitability NetworkiNg Coffee Break
to ensure an intuitive and user friendly
• Discover how ReserveX harnessed experience
location relevance to sell event tickets Must Know Facts on Geo API’s and • Understand how AR is becoming a new
and drive revenues How They Impact You medium for brands and content creators
• Examine why building key partnerships • How will Augmented Reality change
• Get an overview of the current Geo API
is integral to ReserveX’s business model the way Apps are sold and content
landscape
• Utilize revenue management techniques monetized
• Understand what’s on offer, from whom
with location to add value to both
and how it profits you Matt Miesnieks, Head of Customer
brands and users
Development, Layar
• Discover the new trends and the latest
Kelly Tompkins, CEO & Founder, Geo API’s that could revolutionise your
ReserveX Inc. solution
NetworkiNg DriNks reCeptioN
Tyler Bell, Director of Platform
Technologies, Alikelist, Inc.
Updated agenda online: www.thewherebusiness.com/locationbusinesssummitusa

4. ConfEREnCE AgEndA - dAy 2 - SEPTEMBER 15, 2010
LIon In 2009. By 2014 gLoBAL LBS REvEnUES wILL hAvE SURPASSEd $14 BILLIon- ABI RESEARCh
Panel: Open up New Routes to Presentation: What Ad Agencies Panel: Understand Mobile ‘proof of
Profits, How Context Creates New Want from Location Enhanced presence’ and the effect of Location
Business Value for LBS Advertising: An Insider’s Guide Based Social Networks to Drive Growth
• What are the options to benefit from • Understand how to best engage with and Push Consumer Engagement
location context platforms advertisers and brands • Examine the pioneering role ‘Check-ins’
• How adding context can enhance • What are the processes and what have played in tracking opt in consumer
behavioral marketing and targeting information do advertisers really want interactions with places or products
• How to enable comparisons and • How do advertising agencies view the • Explore the concept of a new ad unit based
relationships between two places future of context enhanced advertising on incremental store visits or purchases
to integrate recommendations and • Get to grips with the importance that are linked to location based marketing
discovery of outreach and education for both • Analyse QR codes and debate if they will
advertisers and consumers be a viable way to deliver location based
Moderator: Thilo Koslowski, VP & Practice marketing and capture proof of presence
Leader Automotive, Vehicle ICT, LAA, Dirk Shaw, Senior Vice President, 360
Gartner Degree Digital Influence, Ogilvy PR • Discover the role Near Field Connection
will play in linking marketing with proof of
Tina Whitfield, CEO, EquisGlobal presence and mobile transactions
Presentation: Your Social Network
is Sitting Next to You: Proximity as a Moderator: Wilson Kerr, Founder & Principal
Panel: Platform Fragmentation and Consultant, Location Based Strategy, LLC
the App: Make Money and Protect Social Network
Matt Galligan, Founder & CEO, Simple Geo
Your Bottom Line • Demographics of Place: How
movements through the physical world Dan Melinger, Co-Founder & CEO, Socialight
• How to handle platform fragmentation: give important clues about you Scott Stemmermann, Director, Digital
the importance of creating open Distribution, MTV Networks
• Competition in Place: Competing for
standards?
elbow room with those in your physical Gene Chuang, Executive Director of
• Take a fresh look at mobile platforms social network Engineering, buzz.com, AT&T Interactive
and understand how they should play a • Real Time Collaboration: The
part in your business model decision Conway Chen, Director, Business
emergence of anonymous collaboration Development, Booyah, Inc.
• Are apps still a viable way for brands to with those around you
connect with consumers? • Proactive User Privacy: The myths and NetworkiNg Coffee Break
• The saturation of the app market: opportunities for privacy as physical
How far do operators, online portal, networks become social networks Case Study: How the World’s Biggest
mobile web go to provide a realistic Michael Metcalf, Product Management, Brands are Utilizing Location Based
alternative? Yahoo! Geo Technologies Marketing to Maximize Revenue
Dave Daetz, Sr. Director, Corporate & NetworkiNg LuNCh Break Streams and Increase Profitability
Business Development, Palm, Inc.
• How we used location based gaming/
Marc Kleinmaier, Business Development Social Networking to develop content
Panel: Moving Beyond the Mobile
Manager – LBS, Nokia information about relevant customers
Banner Ad: How to Engage Real
NetworkiNg Coffee Break World Consumers at the Point of • Using coupons as an incentive to drive
Purchase surrounding traffic through to purchase point
Panel: Location Based Advertising • What brands want in a solution to maximise
• Bridge the gap between ‘Research
potential and revenue
– Avoid Common Pitfalls and Open Online/Buy Offline’ and track consumer
purchases with linked campaigns Speakers for the session to be announced
the Door to Sustainable Profits
• How is the growth of the Smartphone soon, please check the website for updates
• Understand consumer response, pushing SMS into irrelevance
usage and attitude to mobile location Panel: Build Sustainable LBS Business
advertising • Is location based push marketing
effective or too obtrusive? Models for 2011 and Beyond
• Explore industry standards and debate • Examine if passive geofence marketing
which model we should all be working • Identify key ways to add value for the user
does actually work when everything is free
towards
• Understand where we stand with mobile • Explore the success of the ‘freemium’
• Examine current churn rates and payments. How far away are ‘one click model and ad based services
response times and what they suggest payments’, and what does this mean for
about the ROI of LBA LBM/ LBA? • Discover the best routes to market for
smaller players in the LBS space
• Discuss the best models for LBA: • How to tackle indoor location and
Should we now ignore Apps and focus mapping to maximise consumer • Future-proof your business and understand
on mobile web? engagement key developments for the coming year and
beyond
Moderator: Lisa Peterson, President, Rob Lawson, Chief Marketing Officer,
Brightkite Representative from NAVTEQ
Peterson Mobility
Michael J Becker, Managing Director, Dan Gilmartin, Vice President of Marketing,
Tony Bristol, Senior VP Business
North America, MMA Where Inc
Development, Poynt
Anne Bezancon, Founder and President, Kelly Tompkins, CEO & Founder, ReserveX
Michael J Becker, Managing Director
Placecast Inc.
North America, MMA
Chris Mahl, SVP & Chief Brand Alchemist, John Booth, Senior Product Marketing
SCVNGR Manager, AT&T Mobility
For more information email: lucy@thewherebusiness.com

5. SAVE
$300
REGIST
ER
before
August
6,
2010
“The most effective way to meet
5 Easy Ways to Register Date & Venue
all the people I wanted to all in one September 14-15, Crowne Plaza, San Jose
place”
@ Email lucy@thewherebusiness.com Accommodation
President and Co-Founder, Waze with your full contact details
We have arranged a discounted room rate at the
“Everyone I met was within one 8 Register on the website at:
www.thewherebusiness.com/
Crowne Plaza in San Jose and reservation details will
be sent to you when you register. It is recommended
degree of separation in terms of that you book early to take advantage of this offer.
business interests. There was a LocBizBrochure
diversity of attendees from across Group Discounts
the eco-system, but all were ( Call the booking line on Early-bird offers could save you $300!
directly engaged in the LBS space” +44 (0) 207 375 7595 For group discounts please email
lucy@thewherebusiness.com
New Venture Marketing Manager,
Intel
* Mail this form to (Please be aware discounts cannot be
TheWhereBusiness Team, applied retrospectively)
7–9 Fashion Street, How to Pay
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discussions and collaborations your credit card details
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Chief Scientist & Co-Founder,
+44 (0) 207 375 7576 will receive an invoice
Check/Draft: Payable to FC Business Intelligence Ltd.
Sense Networks
“The event was well worth my 20
hours of flying time from Africa”
Head of Mobile and Content,
BOOK NOW! Book before
August 6, 2010
Standard
Price
Garmap register NOW & save money SAVE $300
Gold and silver passes include your food
Gold Pass:
and beverage at the conference: continental
breakfast, coffee, snacks, 3 course lunches
• 2 day conference pass $1495 $1795
• Access to post-event proceedings (slides &
and the networking reception. They give
audio)
you an access-all-areas pass to the event,
meaning you can attend all sessions/
workshops/tracks. Silver Pass: $1345 $1695
Register for a GOLD PASS and
receive the AUDIO stream too! • 2 day conference pass
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Call the booking line on +44 (0) 207 375 7595 to reserve your place today!

6. The place for leading location executives to do business
SAVE
$300
REGIST
ER
before
August
6
2010 ,
The Location Business Summit USA 2010
September 14-15, Crowne Plaza, San Jose
4 Key Reasons to Attend The Just imagine what you could learn
Location Business Summit USA from these expert speakers:
MTV Networks, Scott Stemmermann, Director, Digital
1. Market information you won’t find anywhere else! Distribution
Get your hands on exclusive market data. Understand the state of AT&T Interactive, Gene Chuang, Executive Director of
the LBS space now, meet all the key players and get to grips with Engineering, buzz.com
consolidation. Hear the latest forecasts for future development Mobile Marketing Association, Michael J Becker, Managing
and recognize the best ways to boost revenue and build market Director, North America
potential. Analyze trends, opportunities and dangers alongside Ogilvy PR, Dirk Shaw, Senior Vice President, 360 Degree
market data compiled especially for this conference. Digital Influence
Yahoo! Geo Technologies, Michael Metcalf, Product
2. Key topics you need to know about now Management
The LBS industry is changing fast and we ensure that the agenda Booyah,Inc. Conway Chen, Director, Business Development
reflects this. Months of research have gone into ensuring that our Nokia, Gary Gale, Director, Ovi Places
agenda represents the key issues relevant to the industry right Bloomberg LP, Andre Parris, Global Business Manager,
now. The show is closely vetted and advised by a panel of experts Energy and Commodities
to make absolutely sure that we provide maximum value for you. Where, Inc., Dan Gilmartin, Vice President of Marketing
3. Dream line-up of speakers Open Street Map, Steve Coast, Founder
Layar, Matt Miesnieks, Head of Customer Development
With speakers from every corner of the industry this event
guarantees to provide cutting edge business intelligence; inside Palm, Inc., Dave Daetz, Sr. Director, Corporate & Business
Development
information that will take your business to the next level. Join
Nokia, Marc Kleinmaier, Business Development Manager – LBS
Nokia, Bloomberg, MTV Networks, Sense Networks, Brightkite,
Where, Yahoo, Ogilvy and many more key executives from across Gartner, Thilo Koslowski, Vice President and Practice Leader
Automotive, Vehicle ICT, LAA
the value chain to examine vital strategies for the LBS Industry.
EquisGlobal, Tina Whitfield, CEO
4. Cement your company’s place in the ecosystem Location Based Strategy, LLC, Wilson Kerr, Founder and
Meet with senior level executives from across the entire LBS Principal Consultant
sphere and the world of LBA. Make new contacts, build upon Sterling Market Intelligence, Greg Sterling
existing relationships and make sure your business is represented LOC-AID, Rip Gerber, President & CEO
at the Location Business event of the year. Alikelist, Inc., Tyler Bell, Director of Platform Technologies
ReserveX Inc., Kelly Tompkins, CEO & Founder
Sense Networks, Tony Jebara, Co founder and Chief Scientist
3 EASY WAYS Peterson Mobility, Lisa Peterson, President
TO REGISTER TODAY! Poynt, Tony Bristol, Senior VP Business Development
Brightkite, Rob Lawson, Chief Marketing Officer
Email: lucy@thewherebusiness.com
Placecast, Anne Bezancon, Founder and President
Call: TheWhereBusiness Registration Team on SCVNGR, Chris Mahl, SVP & Chief Brand Alchemist
+44 (0) 207 375 7595 Simple Geo, Matt Galligan, Founder & CEO
Online: On the secure website at Socialight, Dan Melinger, Co-Founder & CEO
www.thewherebusiness.com/LocBizBrochure NAVTEQ, Representative
AT&T Mobility, John Booth, Senior Product Marketing Manager
Register now to benefit from early-bird discounts and SAVE $300!