Programme - mSport Summit 2013

-- This listed programme may be subject to change at any time by the organiser --

8.30 – 9.00 Registration and coffee

9.00 – 9.10 Welcome and introduction from the chair

Paul Skeldon, Editor, Telemedia-news.com

9.10 – 9.45 The Mobile Shift: How connected devices are changing consumer attitudes and behaviour

Mobiles are ubiquitous and mobile web and app use has become a fundamental utility in consumers’ lives especially amongst the younger age group for whom conventional media such as TV and print is becoming less relevant. According to Skopos; MTrack research 1 in 4 UK “digital actives” use mobile for sports content, with sports news, info and updates being key to their use, therefore it is increasingly important for sports organisations, brands and sponsors to engage with fans on their mobile devices.

• Learn about the prevalence of mobile devices in daily life is changing consumer behaviour.
• How is the second screen mentality changing and enhancing sports consumption?
• Understand how fans consume sports information on their devices
• Address the impact of the 4G/LTE rollout and the increasingly pervasive nature of Wifi in public places, including stadia.
• Understand how sports fans want to engage with brands on their devices

Speakers:
Hesham Al-Jehani, Product Manager Mobile, ComScore Europe

9.45 – 10.15 Leveraging brand and sponsorship assets on mobile

It has always been a major challenge to activate a sponsorship programme so that it achieves all of its strategic objectives, however it is now recognised that traditional activation strategies are no longer sufficient to maximise impact and marketing spend, therefore new efforts are imperative.

• How can traditional activation strategies be seamlessly integrated with new technology based efforts?
• How best can brand assets be adapted and modified in order to best use the mobile and tablet platforms
• Creating content for connected devices.
• What are the most effective activation strategies on mobile
• Learn how mobile strategies such as content distribution, location based marketing, video and social networks can be effectively incorporated to increase revenues and return on investment

Speakers:
Gordon Lott, Managing Director, Havas Sports and Entertainment Ignition UK
Patrick Murphy, Director, Atomic Sport

10.15 – 11.00 Using fans’ location to monetise and engage

Fans now expect to participate if not in the action then at the very least by sharing the action with friends. Organisations and brands need to address proximity technology whether it be using location as a marketing and loyalty tool, adopting NFC technology to increase revenues or simply embracing the dynamics of the stadium environment. When placed within a location that has a wealth of visual stimuli and competing marketing messages, the mobile call-to-action needs to be as compelling as possible.

• What is location based technology and how can it add value?
• Best practice location based marketing techniques in the sports environment.
• Understand the benefits and effective implementation of SoLoMo (Social, Local, Mobile)
• Learn about NFC and the role it can play in marketing and sales
• Address the relevance for the fan – what’s in it for them?
• Using partnerships with Mobile Network Operators to exploit in-stadia opportunities
• Understand the technological limitations to location based activities – in particular bandwidth and Wifi availability in-stadia.

Speakers:
Navin Kekane, Director of Partnerships, International, StubHub
Rob Oubridge, Founder, Aqueduct
Gareth Balch, Two Circles
Jim Hart, Vice President Global Sales, Mirror Image

11.00 – 11.30 Networking coffee break

11.30 – 12.15 Developing effective apps

Social networks are the most used apps on mobile devices, and it is crucial for sports organisations and associated brands to incorporate their use into a comprehensive strategy along with the opportunity to create proprietary apps and HTML5 sites to manage and engage their user base.

• Learn about the technology and benefits/risks of native apps versus HTML5
• Understand intelligent front end design and responsive design for mobile devices
• Exploring how mobile and apps have changed relationships with the consumer
• Demystifying the technologies available and which are useful for marketing managers – AR codes, NFC, location, augmented reality
• Defining the purpose of apps within your mobile marketing strategy
• Successful targeting through mobile and apps
• Address how companion apps fit within the mobile strategy

Speakers:
Paul McNea, Co-Founder, BetFuze
Will Muirhead, Founder and CEO, Fanatix
Ben Salama, Managing Director, Accenture Mobility

12.15 – 13.00 Marketing and Advertising

While the basic tenets of marketing remain unchanged by platform, there are many ways to optimise marketing for the mobile device in order to acquire new customers, develop the market and increase overall revenues

• What makes a successful mobile marketing strategy? What have we learned from desktop marketing?
• How to create a content and technology platform that meets the needs of connected devices
• How can companion apps be used to enhance the fans’ experience?
• What strategies can companies adopt – cross-platform or segmented or a hybrid of the two?
• Learn the intricacies of app store submission, positioning and optimisation.
• Understand the differences between mobile search and desktop search
• Hear about the best CRM practices to encourage loyalty and increase revenues
• Address how can companies such as Facebook, Twitter and Google can be used to promote your brand
• Hear about the benefits and structures of permission based marketing
• Understand the range of tactics available including QR codes, augmented reality, push notifications, advertising on mobile devices, video distribution and SMS marketing among others
• Delivering a content strategy that will make app users loyal customers by providing the content they want in the format they want

Speakers:
Paul Whitehead, Global Commercial Director, We R Interactive
Craig Massey, CEO, Last Second Tickets
John Constantinou, Head of Sponsorship, Orange

13.00 – 14.30 Lunch

14.30 – 15.15 Mobile Payments – The key to the future

Despite the hype around mobile payments, there are endless interpretations as to what constitutes a mobile payment. In general the m-payment sector can be broken down as follows:

1. Payment ON the mobile
2. Payment WITH the mobile

M-payments are currently at a nascent stage but the ubiquity of mobile devices in almost every region of the world, regardless of economic status, points to a time, not too far out in the future, when it will be difficult to distinguish between online and mobile payments.

• How is mobile redefining the consumer buying experience?
• What is Payforit4 and why will it make a difference to operators?
• Understand micro-payments and how they can make a difference. How can content and assets be adapted and deployed to take advantage of micropayments.
• Why does the mobile experience need to be different and what are the optimal payment strategies on mobile devices?
• Understand the additional security and fraud challenges
• Address the current roadblocks including user trust issues.
• How best to involve the MNOs in a cost-efficient manner to fully incorporate direct billing as a viable solution.
• Does NFC have a role as a payment mechanism?

Speakers:
Brigitte Ricou-Bellan, General Manager International, StubHub
Mike Davies, Sales Director, PayPal
Chris Newell, CEO, ImpulsePay

15.15 – 15.40 Case Study: Engaging sports fans on their mobiles - delivering differentiated fan experiences through analytics

The Second Screen is increasingly becoming an important part of the viewing experience, particularly in sport. Before, during and after the match, there is no doubt that fans are eagerly engaging on their mobiles, tablets and on the web, in search of insights, discussion and context to their consumption of sport content. In terms of insight that goes beyond basic statistics, there is a lack of supply both to meet this demand and to integrate this insight into the wider experience. This talk will introduce one way of achieving this aim, specifically discussing:

The role of analytics in delivering a differentiated fan experience, both from educational and commerical perspectives
IBM TryTracker, a project launched by the IBM, Aqueduct and the Rugby Football Union during the last RBS 6 Nations Rugby tournament
The future of advanced analytics in sport and the associated challenge of helping organisations convert fans into customers

Speaker:
Matin Jouzdani, Associate Partner Global Business Services - Advanced Analytics, IBM

15.40 – 16.00 Case Study: Best practice

Hear from a rights holder about how mobile and tablets are redefining the sports experience. Learn about the opportunities to transform the experience of fans and participants inside and outside stadia. Understand how the sporting experience and fans’ loyalty can be enhanced on the back of connected technologies.

Speaker:
Richard Ayers, CEO, Seven League

16.00 – 16.30 Coffee break

16.30 – 17.15 Sports and Gambling: Thoughts for the Future – Expert Panel

The mobile industry and mobile gambling are in a state of constant flux, and a collection of experts will identify and discuss the ongoing and upcoming trends that will make an impact on gambling revenues, and recognise the ones that won’t.

• What will be the effect of upcoming technologies – 4G and pervasive Wifi?
• What are the next generation business models and business partnerships?
• What are the roadblocks to effective mobile strategies, and what are the trends
• Key success factors such as deployment of Wifi in-stadia – is the investment worth it?
• How best to adopt and incorporate the full range of connected devices – mobiles, tablets, Smart TVs.
• Are different strategies necessary based on operating systems (iOS v Android v Windows 8)
• How will convergence between companies and sectors (such as video gaming) emerge and affect sports and gambling?
• Understanding the changing roles of internet giants such as Google, Amazon and Facebook
• New demographics – is there a new consumer group that will emerge to be monetised?
• What are the technological and operational gamechangers?
• Will regulation change the industries and what must be done to accommodate any changes?