Mobile Codes - Barcode Advertising Ready for Primetime?
What’s the Rosetta Stone for unlocking the economics behind the untapped advertising market for barcodes?  Network operators, brands and enterprises alike are seriously implementing mobile advertising and marketing strategies many are way past trials and are allocating real budget dollars. A range of mobile advertising approaches are available- from text message campaigns to video clips to banner ads to interstitials and in-content delivery.
The challenge:  How do you deliver ads in a fragmented carrier ecosystem with differing mobile web, device and operating standards and encoding?  Why generate traffic for a generic mobile web site landing page when you can instead dynamically serve up the right page based on what the consumer is asking for in his one simple click? 
This panel will look at the lessons learned from those who are at the forefront of mobile advertising and marketing.  Further, the group will explore how in today’s real-time world, barcodes now allow consumers, network operators and enterprises to interact seamlessly on the global stage.  See how connected networks give them a better world and better experience.        
Expected Attendees: A mixture of mid to senior level marketing from both the Telecoms and advertising industry.

Mobile Media Metrics: Register Here
The development of mobile as a media channel has accelerated over the last two years, with millions of consumers now using the mobile Internet on a regular basis to access anything from their football team’s scores to their favourite social networking sites.  Advertising plays an important role in supporting all traditional media, such as TV, radio and print, and has been instrumental in the development of new media such as the Internet. For all these traditional media, audience measurement is commonplace (for example, listener/ viewer/ reader numbers), for the internet, audience measures such as unique user and page impression have been developed to enable media owners to quantify the performance of their media properties, media planners to understand consumer consumption of the internet, and brands and advertisers to assess how to communicate with their customers.  As the market for mobile advertising develops, the media industry is demanding that an independent and robust approach to mobile audience measurement is developed.  The GSMA has worked with its mobile network operator members to define a common process and methodology for mobile audience measurement allowing media owners, publishers, advertisers and agencies to better understand the nature of mobile internet browsing.  The initiative is called Mobile Media Metrics ("MMM").  The GSMA has worked with an independent, third-party measurement partner in the UK, comScore (www.comscore.com), to develop methodology for MMM, using anonymised, aggregated, non-personal mobile browsing data from each of the five Operators in the UK.  Following this successful proof of concept, the full, audited commercial service of MMM is launching in the UK in February 2010.
Expected Attendees: Operators, Media buyers/planners and advertisers

Capitalizing on the Embedded Mobile and M2M Opportunity
With the slowing of voice revenue, data services represent one of the largest opportunities for growth within the world’s operator community.  And no market seems as large as that of embedded mobile and machine-to-machine communications.  With nearly a 10:1 ratio of machines to people, the potential is large, but addressing this business requires a unique approach.  This workshop will provide a detailed overview of the market and tangible, proven actions mobile operators and companies from various vertical industry sectors, such as healthcare, automotive, consumer electronics, clean tech and security, can take to profitably capitalise on the opportunity.  Included will be case studies presented by enterprises themselves on what they require from mobile operators, as well as operators' vision of their role in the embedded mobile market.  In addition, a review of the embedded mobile ecosystem and key technologies will be provided.  The audience gain an improved knowledge of the market, the key players, the technology and the business models.
Expected Attendees:  Analysts, media, MNOs, embedded mobile module and component manufacturers, applications developers

Mobile Money for the Unbanked Workshop - Open by invitation only
The GSMA’s Mobile Money for the Unbanked Working Group has been established with the aim of extending the reach and reducing the cost of Mobile Money services in developing countries, with a focus on the unbanked population. This session is open to Working Group members including mobile operators, finance institutions and Mobile Money technology providers. To express interest in the Mobile Money for the Unbanked programme, please contact mmu@gsm.org.

Mobile Codes - Barcode Advertising Ready for Primetime?
What’s the Rosetta Stone for unlocking the economics behind the untapped advertising market for barcodes?  Network operators, brands and enterprises alike are seriously implementing mobile advertising and marketing strategies many are way past trials and are allocating real budget dollars. A range of mobile advertising approaches are available- from text message campaigns to video clips to banner ads to interstitials and in-content delivery.
The challenge:  How do you deliver ads in a fragmented carrier ecosystem with differing mobile web, device and operating standards and encoding?  Why generate traffic for a generic mobile web site landing page when you can instead dynamically serve up the right page based on what the consumer is asking for in his one simple click? This panel will look at the lessons learned from those who are at the forefront of mobile advertising and marketing.  Further, the group will explore how in today’s real-time world, barcodes now allow consumers, network operators and enterprises to interact seamlessly on the global stage.  See how connected networks give them a better world and better experience. 
Expected Attendees: A mixture of mid to senior level marketing from both the Telecoms and advertising industry.

Mobile Media Metrics
The development of mobile as a media channel has accelerated over the last two years, with millions of consumers now using the mobile Internet on a regular basis to access anything from their football team’s scores to their favourite social networking sites.  Advertising plays an important role in supporting all traditional media, such as TV, radio and print, and has been instrumental in the development of new media such as the Internet. For all these traditional media, audience measurement is commonplace (for example, listener/ viewer/ reader numbers), for the internet, audience measures such as unique user and page impression have been developed to enable media owners to quantify the performance of their media properties, media planners to understand consumer consumption of the internet, and brands and advertisers to assess how to communicate with their customers.  As the market for mobile advertising develops, the media industry is demanding that an independent and robust approach to mobile audience measurement is developed.  The GSMA has worked with its mobile network operator members to define a common process and methodology for mobile audience measurement allowing media owners, publishers, advertisers and agencies to better understand the nature of mobile internet browsing.  The initiative is called Mobile Media Metrics ("MMM").  The GSMA has worked with an independent, third-party measurement partner in the UK, comScore (www.comscore.com), to develop methodology for MMM, using anonymised, aggregated, non-personal mobile browsing data from each of the five Operators in the UK.  Following this successful proof of concept, the full, audited commercial service of MMM is launching in the UK in February 2010.
Expected Attendees: Operators, Media buyers/planners and advertisers

Mobile Broadband - Unifying the Industry
This seminar will enable delegates to hear firsthand the successes of HSPA+ followed by how the industry has overcome the challenges of supporting voice on LTE.
The first half will update on the latest evolution of HSPA+ as deployed by nearly 30 operators around the world, showcasing examples of real life data speed achieved from the networks and what is yet to come from HSPA+. The second part of this seminar will introduce some of the challenges that LTE has faced in supporting voice on an IP network and how the industry has come together to support a single standard and how it will be implemented.
Expected Attendees: Operators: network management / operations; Analysts; Journalists; Vendors: technical level - CTO and down (both device and infrastructure).

Rich Communication Suite
The Rich Communication Suite seminar for 2010 will focus the business opportunities RCS offers by leveraging a key asset - a user's presence-enabled address phonebook - for business growth. C-Level Operator and RCS industry representatives will share their reasons for investing in RCS; give pre-commercial pilot updates and outline future RCS developments. Content will also include a review of the RCS Business Value Proposition, updates on Trials, Pilot Projects and commercial RCS-like services already launched by Operators as well as the latest news on devices. C-Level and Senior Operator representatives will be speaking. The seminar will end with a broad discussion of the way forward for RCS including updates on plans for the integration of RCS with Social Networking sites and how APIs could be opened up in order to accelerate development of new features. Delegates will be able to participate in a Q&A with a panel of speakers at the end of the seminar.
Expected Attendees: C-Level and Senior Managers for Messaging and Business Development from Operators

Global Perspective: Mobile Spam Reporting and Collective Action
GSMA, Cloudmark, and leading MNOs; AT&T, Korea Telecom and SFR will discuss the results of the recently conducted Anti-Abuse Research Initiative survey. Highlights will focus on understanding the anti-abuse interests of operators and specific approaches to realizing a collective solution. The session will be moderated by James Moran, of the GSMA, and will unveil a global, cooperative effort to address the mobile spam issue.
Key findings:

• Spam is the primary abuse concern for MNOs, with 93% of those surveyed experiencing mobile attacks in the past 12 months; most reported that this is an issue they deal with daily.
  
• 93% of MNOs expect mobile messaging abuse will increase via spam, phishing / smishing, viruses, spoofing, faking and flooding.
  
• 89% of MNOs are willing to work in collaboration for an industry-wide solution.
  
• Operators see the GSMA as having a role in addressing mobile abuse.

Expected Attendees: C-level and VP level MNO attendees with functional areas in Corporate Strategy (CEO,COO), Security, Marketing, Customer Satisfaction and Finance.

mHealth: Collaborating for Universal Care
Following from the morning’s conference sessions, the GSMA Seminar Theatre will host a further two sessions on mHealth. The first of these will outline how the developing world has leapfrogged the developed world in conceptualising and executing mHealth services and the lessons to be drawn in terms of eliminating barriers to entry in the mHealth market. The second session will be looking at how innovative business models will help to truly universalise mhealth services, from subsidies to advertising and connecting mHealth to other mobile services to ensure access to critical services are not compromised.
Expected Attendees: We expect attendees to match the typical delegate profile of MWC attendees, with representation from the operator, vendor, pharmaceutical and medical industries as well as government and NGO representation.