2nd Annual

Location Based Services and

Local Search Forum 2009
Examining Revenue Maximising Strategies and Determining the Success of LBS

The LBS market

LBS
Amsterdam, The Netherlands

12th-14th January 2009 is predicted to reach

$447 million in 2009
Mobility is the single most important benefit of mobile communications. If ever there
Including a Half-Day Pre-Conference Workshop:
was an ideal market that could capitalise on the benefits of mobility, it has to be LBS
Reviewing the Global LBS Market and Addressing the Challenges
Workshop Leader: In the Chair:
Hans De Bruijn Simon Glassman
Managing Director
Director, Segment Marketing Wireless
LBS Consulting
Tele Atlas

Your Expert Speaker Panel:

Key Highlights:
Andrea Gualtieri Dusan Hamlin Jukka Hautala
• Orange explore how to market LBS successfully and review mobile location
Director Marketing Managing Director CEO
based advertising
Consumer Inside Mobile Reslink Solutions
• H3G Italy discuss key success factors for LBS take-up
H3G S.p.A. Italy
• T-Mobile review the future of the social networking
Daniel Appelquist Mark Ellwood
• Telecom Italia evaluate mobile navigation services and business opportunities
Raphael Goumot Senior Technology Partner Manager
• Vodafone establish how Mobile 2.0 is changing the face of LBS services
Director, Start-Up Strategist Reslink Solutions
• O2 examine evolving emergency initiatives with E-call
Programme Vodafone Group R&D
• Yell discuss how local search marries with LBS
Orange Hans De Bruijn
Ivano Costa Managing Director
Ian Curran Senior Manager Domestic LBS Consulting
Head of Telematics and Mobile Services,
Key Benefits of Attending: M2M Communications Innovation Malte Schloen
• Assessing current LBS market developments O2 and Business CEO
• Exploring strategies to make LBS more attractive to customers Development Locr GMBH
• Reviewing the role of the operator in the value chain Laurent Benveniste Telecom Italia S.p.A.
• Addressing the success of an open business model Director of Location Rory O’Neill
• Understanding the importance of interoperability of applications Advertising Solutions John Brendan Riordan Director Solutions and
Orange Senior Consultant Alliances Marketing
Manager Blackberry (RIM)
Carey Bunks Swisscom
Head of Product and Tony Reeve
Technology Development Simon Glassman Manager of International
Yell Director, Segment Product Marketing
Marketing Wireless T- Mobile
Andrew Scott Tele Atlas
CEO
Rummble Dr Chris Drane
CEO
Kristof Van Den Seeker Wireless
Branden
CEO
Silver Sponsors La Mosca

Documentation Sponsors Media Partner

conferences telecoms series

 Day 1
Sponsor Profiles

12th January, 2009

Silver Sponsors: HALF-DAY INTERACTIVE WORSHOP

Reviewing the Global LBS Market and Addressing

the Challenges
Workshop Leader:
Hans De Bruijn
Managing Director
LBS Consulting

Tele Atlas delivers the digital maps and dynamic content that power some of the 13.30 Registration and Coffee
world's most essential navigation and location-based services (LBS). The information is
the foundation for a wide range of personal and in-car navigation systems and mobile 14.00 Workshop Leader’s Opening Remarks
and Internet map applications that help users find the people, places, products, and
services they need, wherever they are. The company also works with business partners 14.10 Examining the LBS Market Challenges
who trust its digital map data to deliver critical applications for emergency, business, • Highlighting current global trends in LBS and identifying revenue
fleet, and infrastructure services. Through a combination of its own products and
generating services
partnerships, Tele Atlas offers digital map coverage of more than 200 countries and
territories worldwide. The company was founded in 1984 and today has approximately
• Forecasting future revenue growth areas
2,400 full-time staff and contract cartographers at offices in 24 countries and uses a • Addressing the challenges - location accuracy, availability and cost of
sophisticated network of professional drivers, mobile mapping vans, and more than the location
50,000 data resources to deliver highly accurate and up-to-date digital maps. For more • Who are the essential drivers of location based services?
information, visit www.teleatlas.com.
14.50 Discussing Future LBS Positioning Technologies
• Reviewing technologies evolving towards state-of-the-art LBS
• Benefiting from LBS services with high precision, high usability and high
speed

15.30 Afternoon Tea and Networking Break

Reslink is a Finnish software company that specializes in mobile phone solutions for
proof-of-attendance and location-sensitive data capture. By using new technologies such
15.50 Where Do We See the LBS Industry Heading in the Next Five
as NFC phones and RFID tags, any organization can immediately prove where their
employees went, at what time, and what they did whilst there. www.reslink.fi
Years?
• Discussing the flow of value-added content and services coming to the
market
• Looking beyond the basic GPS routing function to innovative, location-
based content and services

16.30 Workshop Leader’s Closing Remarks

The BlackBerry® solution allows users to stay connected with wireless access to email,
data, phone, web and organiser features. With the BlackBerry solution, you can enhance 16.40 End of the Workshop
the productivity and efficiency of your organisation by pushing data out to where it's
needed most—your mobile workforce.

Documentation Sponsors:

Cellfind (Pty) Ltd (“Cellfind”) was formed in September 2003, with the goal of
becoming the leader in GSM location based services for Africa. The company purchased
a technology license from a UK-based company, MI-International, for a product that had
been operating on 6 cellular networks in the UK since June 2003. This product is known
as Mapamobile.
Cellfind operates both active and passive location based services. Both MTN and
Vodacom, South Africa’s largest cellular networks, support Cellfind’s active services such
as Look4help. However, Vodacom is the only network in South Africa with the requisite
Location Manager technology platform to support passive (tracking) location based
services. Therefore, although the Cellfind services are designed to operate across all
networks as they do in the UK, the South African services are currently restricted to the
Vodacom
locr is a photo sharing community with a focus on geotagging. The locr software (for
mobile phones, digital cameras, GPS data loggers and PCs) automatically tags photos
with GPS data, shows their position on digital maps and generates for each photo
descriptions of the locality. The locr online community enables users to upload photos,
archive them in albums and swap them interactively with friends and acquaintances. For
more details, see www.locr.com.
About your Workshop Leader
Hans de Bruijn (1963) joined in 1998 Routs Laeven and Partners, an
international training and consulting company. He worked as a business
trainer, consultant and personal coach.
In 2004 a successful B2B Telecom Reseller in the Dutch market asked
Hans to setup the iKids business (track and trace with gps / gsm personal
phone) in EMEA and Australasia. He managed to persuade SK Telecom to
invest. The first 6 month he was the interim-CEO of this company and
switched to the position of COO.
After SF Alert Hans worked as a sales and business development
consultant on establishing a company in vehicle track and trace solutions.
His role was to develop the ideas into an international business concept.
In 2006 Hans joined Romtrac as an international business development
manager. He invented the gps device and together with the CTO he
created the concept. He started as a COO He lived in Holland, United
Kingdom (London) and Thailand (Bangkok).
Currently Hans is working as a business consultant for LBS, financials,
telecoms.

Seeker Wireless, the world leader in mobile location technology, is a privately held
company founded in 2003 by pioneers of cellular location, with over 30 years of
experience in the industry. Seeker’s innovative solutions enable their customers to deliver
highly accurate location-based services, such as zone-based charging and localised
mobile advertising.
Day 2 Booking Line
Tel: +44 (0) 20 3002 3315
13th January, 2009 Fax: +44 (0) 20 3002 3005

08.30 Registration and Morning Coffee PARTNERSHIPS, ECOSYSTEMS AND 3RD PARTY DEVELOPERS
09.00 Chair’s Opening Address 14.10 Application Developer Case Study
Simon Glassman Discussing Real World Challenges for Applications
Director, Segment Marketing Wireless Developers and LBS Consumers
Tele Atlas • Demands of users in the real world
• The future: Location based information overload
OVERVIEW OF THE CURRENT LBS MARKET • Navigating the location API jungle
• How do consumers utilise an LBS applications in the wild?
09.10 Operator Case Study Andrew Scott
Understanding Key Success Factors for LBS Take-up CEO
• Spreading LBS to consumers and ensuring privacy and security Rummble
• Understanding what the customer thinks and the importance of user
friendliness 14.50 Operator Case Study
• Establishing prerequisites for successful mass deployment LBS: Marketing Innovative Services Through Partnerships
• Does the current business ecosystem allow innovative LBS to reach with Start-Ups and Developers' Programmes
the customer? • Why communities of developers are important to the LBS market
Andrea Gualtieri evolution? From serving specific market needs to challenging
Director Marketing Consumer dominant players
H3G S.p.A. Italy • What's hot from LBS start-ups? Examples of innovative location-based
services
09.50 Operator Perspective • How to develop and market 3rd parties LBS product and services? An
Fulfilling User Needs for LBS operator's perspective: the Orange Partner programme
• Understanding user needs for LBS • What are the ecosystem and success factors to deliver innovative services
• Reviewing the importance of the mobile phone with 3rd parties? A new paradigm for LBS with the rise of APIs
• Interpreting user behavior to improve LBS service Raphael Goumot
• Leveraging customer information to create a context driven service offering Director, Start-Up Programme
John Brendan Riordan Orange
Senior Consultant Manager
Swisscom 15.30 Afternoon Tea and Networking Break

10.30 Morning Coffee and Networking Break REVENUE MODELS

LOCATION BASED APPLICATIONS – NFC, NAVIGATION 15.50 Operator Case Study

AND LOCAL SEARCH Boosting Revenue with Mobile Location Based Advertising
• Understanding the great opportunity that location provides for mobile
advertising
10.50 Solution Provider Perspective
• What role does advertising play in generating sustainable revenue stream?
Location-Sensitive NFC Phone Services
• Successfully reaching the target audience just in place and just in time
• Who, where, when and what?
• How much advertising will the user accept?
• Proof-of-attendance and location-sensitive data capture
• Benefits of a location-enabled NFC phone Laurent Benveniste
• Looking at use cases Director of Location Advertising Solutions
Orange
Jukka Hautala Mark Ellwood
CEO Partner Manager
16.30 Current and Future Advertising Models for Location Based
Reslink Solutions Reslink Solutions
Advertising
• Understanding the great opportunity that location provides for mobile
advertising
11.30 Operator Case Study • Successfully reaching the target audience, what they want and where
Telecom Italia and Mobile Navigation Services: Evaluating they want it
Business Opportunities and the Role of the Operator in the • How much advertising will the user accept?
Navigation Value Chain • The future of LBS targeting/advertising for Europe
• Highlighting the importance of the operator
Dusan Hamlin
• The impact of 3rd party application developers on the role of the operator
Managing Director
• Highlighting the factors pushing the carriers to increased openness
Inside Mobile
• Assessing revenue-share models within the value chain
Ivano Costa 17.10 Interactive Panel Discussion:
Senior Manager Domestic Mobile Services
Can GPS Enabled Handsets Support Mass Market LBS?
Innovation and Business Development
• Reviewing the impact can GPS-enabled handsets have on mobile
Telecom Italia S.p.A.
operators’ service revenues
• Discussing how important are GPS-enabled handsets for driving the
12.10 Establishing BlackBerry Applications that Delight Customers
LBS and navigation services markets?
During the session we will demonstrate applications that provide location based
• Assessing what are the regional trends for GPS-enabled handsets and
services to Enterprise and Consumers that run on BlackBerry, including:
opportunities in developed and emerging markets
• Location Based Services on BlackBerry
• Gauging what is the impact of growing GPS penetration on the
• Presence and mobile commerce – the new retail
overall handset market?
• Personal safety applications
Moderated by:
Rory O’Neill
Director Solutions and Alliances Marketing Malte Schloen
Blackberry (RIM) CEO
Locr GMBH
12:50 Lunch The panel will be joined by key speakers of both days

13:50 Coffee and Networking Break 17.50 Chair’s Closing Remarks

18.00 End of Day Two

Day 3 Booking Line
Tel: +44 (0) 20 3002 3315
14th January, 2009 Fax: +44 (0) 20 3002 3005

08.30 Registration and Morning Coffee 12.10 Lunch

09.00 Chair’s Opening Remarks 13:10 Coffee and Networking Break

Simon Glassman
Director, Segment Marketing Wireless ALTERNATIVE LBS MODELS
Tele Atlas
13:30 Operator Case Study
SOCIAL NETWORKING AND WEB 2.O Examining Evolving Emergency Initiatives with E-call
• Reviewing E-Call technology and its infrastructure
09.10 Operator Case Study • Addressing the benefits of E-Call for increased safety, cost reduction
Social Networking: An Evolving Business Model for and environmental impact
Revenue Generation • Discussing its public and commercial versions
• Developing concepts for location enabled social networks • Pan-European interoperability - assessing the socio-economic impact
• Understanding key challenges facing a location enabled social network of the system at the European level (Pan-European Field Operational
• Managing privacy and security Tests)
• Examining the revenue potential that this creates for network operators Ian Curran
Tony Reeve Head of Telematics and M2M Communications
Manager of International Product Marketing O2
T- Mobile
14.10 How to Truly Move Forward with the Inclusion of Location
into Game Play
09.50 Operator Case Study
• Creating an effective and accessible mobile gaming experience
Mobile 2.0 Location
• What is the consumer perspective?
This presentation will examine how social networks, web services APIs,
• Exploring La Mosca city games - keeping it very simple, usability and
device APIs, mobile widgets, mashups and the rise of the mobile web is
user friendliness to drive the take-up
changing the face of location-based services
• Discussing the future of location based games
Daniel Appelquist
Kristof Van Den Branden
Senior Technology Strategist
CEO
Vodafone Group R&D
La Mosca
10.30 Morning Coffee and Networking Break
14.50 Afternoon Tea and Networking Break
10.50 How to Monetise the Potential Advertising Revenues from
Mobile Social-Networking Services
15.10 Local Search Engine Perspective
• Reviewing established mobile social networking service in some How Local Search Marries with LBS
regions • Exploring the role that business directories play in that relationship
• Addressing the growth in revenues with social networking community • Reviewing the vision at Yell about how to structure the user
• Working out a business model to monetise users proposition
• Discussing how mobile communication could benefit from social • Establishing business models that seem to be the logical development
presence and which application fields can be addressed of that vision
• Creating a compelling value proposition with the combination of
Hans De Bruijn location and local search
Managing Director
LBS Consulting Carey Bunks
Head of Product and Technology Development
Yell
ALTERNATIVE LOCATION BASED TECHNOLOGIES
15.50 Interactive Panel Discussion:
11.30 Solution Provider Case Study
Is GPS really necessary?
Moving From Simple POIs to Real Content
"Beyond the Map" Moderated by:
• The evolution of enhanced content – 2D and 3D imagery and beyond Dr Chris Drane
• Leveraging the power of the community – integrating user generated CEO
content Seeker Wireless
• Real world and real time data – using dynamic content to deliver
The panel will be joined by key speakers of both days
superior navigation and new LBS experiences
Simon Glassman 16.30 Chair’s Closing Remarks
Director, Segment Marketing Wireless
Tele Atlas 16.50 End of Conference

Complimentary accommodation booking service

Business development opportunities
Does your company have services, solutions or technologies that the
conference delegates would benefit from knowing about? If so, you can
find out more about the exhibiting, networking and branding
opportunities available by contacting our sponsorship division.
James Driscoll on +46 8 678 6040,
email: JamesD@marcusevansse.com
Should you require accommodation whilst attending a marcus evans
conference, please do not hesitate to contact our accommodation agent
Travelocity who will be more than happy to make a reservation for you.
Please quote the name of the marcus evans conference you are attending.
Tel: +44 (0) 161 601 4038,
Fax: +44 (0) 161 968 9310
Email: marcusevans@travelocity-business.co.uk
http://www.travelocity-business.co.uk/marcusevans
 Location Based Service and Local Search Forum 2009

Please write in BLOCK CAPITALS AM2748

marcus evans: Marcus Evans Ltd Registration Details
CONFERENCE: LOCATION BASED SERVICE AND LOCAL SEARCH FORUM 2009
Sales Contract DATE(S): 12TH-14TH JANUARY 2009
PLEASE COMPLETE THIS FORM AND FAX TO
VENUE: AMSTERDAM, THE NETHERLANDS
VENUE TO BE CONFIRMED 1 MONTH PRIOR TO CONFERENCE DATE
Fax: +44 (0) 203 002 3005
COMPLIMENTARY ACCOMMODATION BOOKING SERVICE

Should you require accommodation whilst attending a marcus evans conference, please do not hesitate
Name: to contact our accommodation agent Travelocity who will be more than happy to make a reservation for
you. Please quote the name of the marcus evans conference you are attending.
Tel: +44 (0) 161 601 4038, Fax: +44 (0) 161 968 9310 Email: marcusevans@travelocity-business.co.uk
Position: http://www.travelocity-business.co.uk/marcusevans

Note: Do not fax this form to the hotel

E-mail: Payment Method

Please charge my:

Name: n Visa n Mastercard n Eurocard n Amex n Diners Card

Position: Card Billing Address:

E-mail:

Name: City: Postcode:

Position: Card Holder’s Name:

E-mail: Signature:

n n n nn n n nn n n nn n n n
nnn n n /n n
Organisation: Card Number:

Visa CVC Number or MasterCard CVV Number: Expires:

Address: (Last three digits on the back of the card)

CONFIRMATION DETAILS – After receiving payment, a receipt will be issued. If you do not receive a
letter outlining the conference details two weeks prior to the event, please contact the Conference
Coordinator at marcus evans.

Terms & Conditions

City: Postcode: 1. Fees are in inclusive of programme materials and refreshments.
2. Payment Terms: Following completion and return of the registration form, full payment is required within
5 days from receipt of invoice. PLEASE NOTE: payment must be received prior to the conference date. A
receipt will be issued on payment. Due to limited conference space, we advise early registration to avoid
Phone: Fax: disappointment. A 50% cancellation fee will be charged under the terms outlined below. We reserve the
right to refuse admission if payment is not received on time. Unless otherwise stated on the booking form,
payment must be made in pounds sterling.
3. Cancellation/Substitution: Provided the total fee has been paid, substitutions at no extra charge up to 14
Date: Signature: days before the event are allowed. Substitutions between 14 days and the date of the event will be allowed
subject to an administration fee of equal to 10% of the total fee that is to be transferred. Otherwise all
Signatory must be authorised to sign on behalf of contracting organisation.
bookings carry a 50% cancellation liability immediately after a signed sales contract has been received by
This booking is invalid without a signature.
marcus evans (as defined above) Cancellations must be received in writing by mail or fax six (6) weeks
before the conference is to be held in order to obtain a full credit for any future marcus evans
Register Now conference. Thereafter, the full conference fee is payable and is non refundable. The service charge is
completely non-refundable and non-creditable. Payment terms are five days and payment must be made prior
Your contact at marcus evans: Felix Donkor to the start of the conference. Non-payment or non-attendance does not constitute cancellation. By signing
Tel: +44 (0) 203 002 3315 this contract, the client agrees that in case of dispute or cancellation of this contract that marcus evans will
not be able to mitigate its losses for any less than 50% of the total contract value. If, for any reason,
Fax: +44 (0) 203 002 3005 marcus evans decides to cancel or postpone this conference, marcus evans is not responsible for
covering airfare, hotel, or other travel costs incurred by clients. The conference fee will not be refunded,
FelixD@marcusevansuk.com but can be credited to a future conference. Event programme content is subject to change without notice.
4. Copyright etc: All intellectual property rights in all materials produced or distributed by marcus evans in
Fees conne-ction with this event is expressly reserved and any unauthorised duplication, publication or

n
distribution is prohibited.
2 DAY CONFERENCE + WORKSHOP + ONLINE DOC @ q3745 + VAT 5. Data Protection: Client confirms that it has requested and consented to marcus evans retaining client
n 2 DAY CONFERENCE + ONLINE DOC @ q2895 + VAT information on marcus evans group companies database to be used by marcus evans groups
n
companies and passed to selected third parties, to assist in communicating products and services which
ONLINE DOCUMENTATION @ q695 may be of interest to the client. If the client wishes to stop receiving such information please inform
marcus evans local office or email gleavep@marcusevansuk.com. For training and security purposes
Payment is required within 5 working days. telephone calls maybe recorded.
A 24% service charge has been added to all conference fees prior to the event and is inclusive of 6. Important note: While every reasonable effort will be made to adhere to the advertised package,
programme materials, luncheon and refreshments. VAT will be charged at the country rate where the marcus evans reserves the right to change event dates, sites or location or omit event features, or merge
conference will be held. the event with another event, as it deems necessary without penalty and in such situations no refunds, part
refunds or alternative offers shall be made. In the event that marcus evans permanently cancels the event
for any reason whatsoever, (including, but not limited to any force majeure occurrence) and provided that
the event is not postponed to a later date nor is merged with another event, the Client shall receive a credit
note for the amount that the Client has paid to such permanently cancelled event, valid for up to one year
to be used at another marcus evans event. No refunds, part refunds or alternative offers shall be made.
7. Governing law: This Agreement shall be governed and construed in accordance with the law of England and
the parties submit to the exclusive jurisdiction of the English Courts in London. However marcus evans only
conferences is entitled to waive this right and submit to the jurisdiction of the courts in which the Client’s office is located.