"93% of strategy execs said that exploring new business models is as important in this current economic climate as cutting costs and retaining customers."
STL Partners Brainstorm Participant Survey

Next Generation Mobile Marketing
& Commerce

Thursday 12th June, 2014 (Day 2)


The Executive Brainstorms use an interactive format called ‘Mindshare’. This involves short, specially prepared presentations (new research, case studies, use cases) to stimulate group brainstorming on roundtables, the output from which is then reviewed by a panel of experts to inform a vote on key issues to address and industry next steps.
Our expert facilitators are supported by interactive technology to enable a uniquely productive debate. 
Apply to participate



0800 Registration Open and Light Breakfast served


0845 Event Start: Welcome, Agenda, Warm-up and Introduction

Host and Moderator: Andrew Collinson, COO & Research Director, STL Partners/Telco 2.0 Initiative


0900 Accelerating Innovation in the Telecoms and Technology industries: What is the best strategy?

The confluence of the internet, faster fixed and mobile networks, and smarter devices will continue to drive digital disruption and innovation for all industries.  For telecoms and many parts of the technology stack, in particular, there is a need to shift from a focus on infrastructure to one delivering innovative platforms, applications, services and solutions.

There are several options for telecoms and technology players seeking to innovate:
Build; Partner; Buy; Arm’s-Length Investment.

This session explores each of these options and outlines some overall approaches for supporting specific corporate and services strategies.

Stimulus speakers:


0945 The Innovation Showcase

Live on-stage demos of specially selected cutting edge Mobile Marketing, Media and Commerce technology solutions from leading innovators from around the world. Each innovator receives 5 minutes to demo their innovation to the entire audience. Click here for more details.


1130 Coffee Break and 1-2-1 Networking Meetings

Post demo one-on-one meetings and networking between the innovators and the audience.


1230 Lunch Break


1330 Four Workshops in Two Parallel Streams

Format: Each workshop comprises 3 short (10 minute) stimulus presentations covering cutting-edge research, case studies, or use cases. The topic is then discussed by participants on round tables, who also input their ideas and votes via interactive technology. A panel of additional experts reviews the feedback and discusses key issues. The participants vote on ‘next steps’.

Stream A: Mobile Brand Engagement - New Relationships and New Media


1330 Mobile Brand Engagement: New assets, relationships, and sales

Latest predictions suggest that this year adults will spend, on average, more time on non-voice mobile and tablet activities than watching TV. Yet what brands and their agencies are currently doing with mobile is very basic today. Much deeper appreciation of the power of mobile networks, devices and computing capabilities is needed to create richer ways of engaging with consumers. By thinking about the full lifecycle of consumer engagement and the mobile as a tool to integrate them all, a myriad of new marketing opportunities are possible.

In this workshop we share new research undertaken by STL Partners to explore:

  • The use of mobile for brand engagement across the full 'wheel of commerce'
  • New ways of gathering richer customer data (profiles, activities and preferences)
  • Creative ways to incentivise loyalty and advocacy

Stimulus speakers and panellists include:


1445 Mobile Music and Video: How should service providers and content owners partner to maximise customer lifetime value and new distribution?

Telcos and other service providers (such as newspapers, retailers, etc.) can use mobile entertainment services like music, video, books and games, as a way of maximising customer lifetime value (by lowering churn and increasing ARPUs). Content owners see these players as partners to drive new revenue streams and licensing opportunities. All good in theory, but execution is everything - what are the lessons from the leading players?

  • What are the best (and worst) examples of bundling and other partnership models from music (the most digitised) and video (the hardest to deliver) for all forms of mobile entertainment?
  • How and why did (or didn’t) they work?
  • What are the lessons for how to make it work best for all parties?
  • Keith McMahon, Senior Analyst, STL Partners/Telco 2.0 Initiative
  • Matthias Kohtes, Head of Business Development, ePlus
  • Andy Fletcher, Senior Director Product Lifecycle, EA Games
  • Andrew Collinson, COO & Research Director, STL Partners/Telco 2.0 Initiative (Moderator)


Stream B: Big Data, Customer Data - Privacy, Permissions, and Monetisation


1330 Digital Identity, Data Privacy & Permissions: How to prepare for and innovate with new regulations?

Since data is the lifeblood of all companies operating in the digital space, the EU’s new General Data Protection Regulation (DPR) will have a profound effect on their business - and not just those based in the EU, but around the world as other regulators are influenced by the EU’s stance. Businesses will, in theory, no longer be able to target market-specific profiles nor collect individuals’ data without explicit consent, so tailoring brand experiences could become extremely difficult. Some feel this threatens digital innovation and investment. Others see this as a golden opportunity to create a differentiated relationship with customers based on more explicit notions of trust, transparency, control and fair value exchange.

In this workshop we share new analysis from STL Partners to explore:

  • The practical realities of the data protection regulations and timing of them
  • New ‘privacy and permissions management frameworks’ that enable service innovation
  • Practicalities of creating a new, differentiated relationship with end-users based on trust
  • What are the potential roles for operators?
  • How should the telecoms industry work collaboratively
    • In-market between operators?
    • Across sector boundaries?

Stimulus speakers and panellists

  • Toby Stevens, Director, Enterprise Privacy Group
  • Antony Beswick, Founder and Head of Etalio Initiative, Ericsson
  • Matt Stroud, Head of Corporate Strategy, Everything Everywhere
  • Anthony Dornan, Consultant, STL Partners/Telco 2.0 Initiative
  • Philip Laidler, Director of Consulting, STL Partners/Telco 2.0 Initiative (Moderator)

Background research on this topic here


1445 Mobile Data Analytics: How to make money from this new discipline?

Mobile devices and the networks that connect them generate a huge amount of uniquely rich, real-time, local and persistent data that has a myriad of high value uses for both private commercial and public services. Despite significant investment in this sector by internet players and mobile operators, most organisations are not taking full advantage of the opportunities, partly due to a lack of understanding about what mobile analytics is, how it works, and its benefits.

In this workshop we share new research to explore:

  • What do we mean by mobile data analytics?
  • What are the opportunity frameworks and what is the size of the opportunity?
  • What are the most compelling commercial use cases for mobile data analytics?
  • What are best approaches to engaging with the end-users to deliver value?
  • What is the role of ‘Digital Identity’ in opening up new market opportunities?

Stimulus speakers and panellists

  • Kimon Zorbas, Director & CEO, Digital Business Consulting Group
  • Niall Murphy, CEO, Evrythng
  • Tim Davis, CEO, Elicit, Associate Consultant, STL Partners/Telco 2.0 Initiative
  • Adhish Kulkarini, CMO, Lumata Group
  • Philip Laidler, Director of Consulting, STL Partners/Telco 2.0 Initiative (Moderator) 

Background research on this topic here


1600 Networking, Exhibition & Coffee Break


1630 The Future of Mobile Marketing - How, when and where will money flow?

Mobile marketing - “the use of new mobile capabilities to optimise the management process of identifying, anticipating and satisfying customer requirements profitably" - is still in its early days. The increasing power of mobile devices, the capabilities of the networks connecting them and the data they generate is not fully understood by business leaders today. The CMO and CIO functions within enterprises are likely to merge to become the key corporate function as mobile becomes the central glue for customer management and facilitating the full ‘wheel of commerce’. Nimble SME’s and internet players will increasingly challenge the hegemony of traditional brands.

In this closing panel we explore:

  • A new vision for ‘mobile marketing’
  • Which innovations and trends will win out
  • How to build a roadmap, from near-term tests to long-term transformation
  • What the event participants think (via instant votes on the questions above)

Stimulus speakers and panellists

  • The Agency: Jon Hook, Head of Mobile, Mediacom
  • The Creative: Daniel Rosen, Global CEO, Joule
  • The Brand: Geoff Seeley, Group Communications Planning Director, Unilever
  • The Medium: Claire Valoti, Head of Advertising, Facebook
  • The Telco: Emre Sayin, Chief Commercial Officer, Vimpelcom
  • The Advisor: Paul Berney, Managing Partner EMEA, mCordis
  • Andrew Collinson, COO & Research Director, STL Partners/Telco 2.0 Initiative (Moderator) 


1730 Event Close



Go to Day 1

Return to the Agenda Overview

Formerly known as

Created by

STL Partners

STL Partners

Platinum Sponsors



Silver Sponsors



Event Partner


Sponsorship Opportunities


© 2014 STL Partners
Telco 2.0 is a trademark of STL, which trades as STL Partners