Guillaume

SAVE MA Communication European Communication School

1st of December 2011

Corporate Events Management

Your assignment is to produce a commercial viable two-day B2B corporate event. You are required to prepare a project, which covers in detail, all the elements necessary to validate your idea. Assignment details Concept and research of your corporate event 1. Identify the industry of your corporate event and explain why you have chosen that industry. I have chosen to create an event about the digital media industry, not only because we live in a society that has increasingly grown reliant on communication and latest technological gadgets, but it is also by far one of the most dynamic and profitable industries. Indeed, it is absolutely fascinating to observe how the Internet, music, film, gaming or mobile industries have changed and evolved over the last decade. Even more interesting is to note how fast these new technologies that revolutionized those industries and made their offering more affordable to consumers. For example, within the space of a few years, the rise of smartphones has turned our habits upside down. Since the 1990s, this particular industry has improved its customers accessibility to the Internet thanks to twelve technological breakthrough called: GSM, CDMA, WAP, I-mode, GPRS, EDGE, UMTS TDMA, CDMA, W-CDMA, TD-SCDMA and 3G. Browsing seamlessly the Internet on our smartphone whenever and wherever we want, has changed our habits and the way we interact with the world. This has a domino effect, which forces the whole mobile industry to adapt and re-invent itself in order to serve our needs. Thus, those innovations and new ideas create wealth. Therefore, the industry needs business-centered events in order to share new advances and move forward. 2. What part of the industry will you be focusing on and why? It is reasonable to say that the smartphone revolution has not reached its full potential yet. It is very clear that the mobile industry is going to play a major part in our daily life particularly as a consumer. This event will naturally be focused on the mobile industry. More precisely, I will develop my event on the next stage: the mobile revolution will take us. I personally believe the offline mobile micropayment has ripened yet and will offer rich rewards. 1

3. Identify the core topical themes that have appeared during your research on your chosen area. Why are these areas so topical at the moment? The mobile industry is very dynamic and forever mutating. I have identified several core topical themes, which have appeared, during my studies. Though careful observation, the mobile micropayment trend can be divided into two tendencies: the online mobile micropayment and the offline mobile micropayment. The online mobile micropayment represents all the different ways that allow consumers to purchase virtual goods on the Internet. A virtual good can be defined as a non-physical object purchased for use in online communities or online games context. For example, a Facebook user can use his smartphone to buy a virtual cow, which he can use on a social game such as Farmville. Virtual goods can also be classified as services. There are many ways we can purchase these virtual goods via a mobile phone: audiotel (a code is provided by pay-per-call), sms+ (a code is provided by a pay-per-sms website), internet+ (the purchase of the virtual good is added by the Internet service provider to the customers Internet bill) and credit card. The offline mobile micropayment offer the opportunity for consumers everywhere to complete purchases, in a shop with their mobile phones. This technology implies that the consumers credit card has been integrated in his mobile phone, thanks to an application and the Near Field Communication (NFC) chip, which effortlessly communicates with a point of sale (POS). I decided to concentrate on the offline mobile micropayment trend as it will undoubtedly become the next and most significant worlds innovation, which will change and shape our consumption patterns. This new trend is possibly more interesting than when Google launched its own offline mobile micropayment system, named Google Wallet, on the nineteenth of September 2011. Moreover, Paypal, part of the eBay group, is also planning to launch its own service in the next year or so, forcing the hand of other big players like Apple to launch their own application. In conclusion, we are now living at a turning point in the mobile micropayment history. 4. What is the market map and value chain for your industry? Comment tu arrives du Digital Media au Offline mobile micropayment First, the market map of the offline mobile micropayment begins in the NFC chip markers laboratories. Needless to say, without the technological advances made by the NFC chips, it would be impossible to complete a purchase. The application used in a smartphone mimics a credit card, thus making the later redundant and no longer necessary. The current main chipmakers are NXP, Inside Secure and Broadcom. From now on, all these chips will be integrated in smartphones. Therefore, the handsets OEMs are the second link in the chain. Nokia was the first handset OEM that successfully incorporated the NFC chips on mobile phones. A little bit later, it was Samsungs turn to focus on this technology. For the time being, these two companies remain leaders in the field of integrating an NFC chip in mobile phones. At this stage, it is particularly interesting to observe two trends. The first one is the cooperation between NFC chipmaker and handset OEM, as it is the case for Sony Ericson and NXP. The second one is to note that Google, which develops a Wallet application, has a partnership agreement with Samsung, to integrate some of its technologies into the Samsungs smartphones. 2

The mobile carriers are the next link in the chain. For obvious reasons, it would be unwise to create a mobile micropayment system, especially an offline one, without a mobile carrier, which would easily allow a consumer to be identified by their own mobile phone number, as supposed to simply using a smartphone. After these three steps, the customer is now able to use a smartphone equipped with the NFC technology. Now, the customer has to integrate his credit card into his smartphone. The first step is to choose an application that will create a link between the customers bank account and the point of sale. This is where the battle takes place amongst all the giants of the industry, all wanting to gain market share dominance with their in-house apps. Thus, influencing and dictating how we live and spend our money for decades to come. The stakes could not be higher as they will be at the center of everything we do in the modern world. As I said, only Google has launched its wallet. But, Paypal, Isis and Apple will soon follow suit with their own. The second step is to integrate a credit card into a smartphone wallet application. Therefore, two new kind of the chain protagonists will show. The first one is obviously the customers card issuing bank as the customers details will be sent via his smartphone, to his bank (Barclays, Bank of America, BNP Paribas and so on). Thus, he allows his bank to recognize him. But no banking information is in the global system yet. A bank cannot allow one of its customers alone to use his smartphone to make a purchase. That is why this issuing bank has to send the customers account information to a trusted service manager (First Data, First Trust, SunTrust, PNC and so on). It is only at that point that those checks can certifies the identity of the user and can confidently validate the purchase through a process which allow the smartphone to pay with the credit card integrated system. Henceforth, the customer can go shopping in any shop that is equipped with a NFC technology compatible point of sale. Therefore, financial services like American Express, Visa or MasterCard, which are credit cards makers, are the next link in the chain. Indeed, beforehand, a customer would have checked out with his credit card. Thus, to pay the merchant, he would have introduced his credit card in a regular point of sale, which would have connected the customers banking information to the merchants one. With the NFC technology, the process has not changed, but the equipment did. As the credit card is now dematerialized in the smartphone, merchant just need a new kind of point of sale. That is why those financial services cannot be avoided. Last but not least, the final link in the chain is obviously merchants. Indeed, as the offline mobile micropayment only modifies the way customers use their credit cards thanks to a technological progress, it absolutely changes nothing for the merchants except that they would have to be equipped with a new point of sale. That is why it is fair to say that all the current merchants, who sell goods or services and accept customers to pay them by credit card, can be included in the market map of the offline mobile micropayment. To sum up, here is a diagram of the offline mobile micropayment industry: 3

5. What specific angle is your event looking at? How did you validate this? Say why there is a need for these issues to be covered in a corporate forum. Because the offline mobile micropayment is a very new and stuttering trend in the mobile industry, my event aims at helping all the different actors of this market, but more specifically merchants, to understand the NFCs advent, its problematic, its perspectives, but also the new consumption patterns and the redefinition of the micropayment industry that it implies. Indeed, how could a merchant built an efficient NFC marketing strategy if he does not understand how the customers habits have changed? That is why, I think, a first event about the technological progresses, which have led to the NFC technology, is important. Thanks to this recontextualization, the audience would be able to understand the smartphone evolutions and how these evolutions allow people to experience a new kind a shopping, especially a local shopping. Then, to consolidate this theoretical knowledge, I will propose them a panel discussion, a case study and a conference about how practically built an efficient NFC strategy. Also, it seemed important to me to make the audience understand how fundamental is the security issue. Indeed, at the moment, customers still believe that a credit card is safer than the NFC offline mobile micropayment. That is why I would really like Starbucks SVP and GM Digital Ventures Adam Brotman to explain why did his company fail to prevent a very plausible fraud attempt, and how did it improve its security system. Of course this new technology will make the customers life easier. But because it simplifies peoples life, companies have to understand how to better protect this system from e-criminal. Again, I will combine theoretical knowledge with a very practical case study. It is also crucial that every single link in the chain understand the complex financial mechanism that hides behind the simplicity, and how the redefinition of the financial ecosystem should lead to a win-win process. Finally, I would validate this event with this idea of understanding the complexity behind the simplicity, because a lot of NFC events seem to do not really understand how important the understanding of this new technology is crucial to help a whole financial ecosystem to evolve thanks to it. Agenda 5. Write the agenda for your corporate event; explain why those issues need to be on the agenda and the commercial viability behind your topic ideas. You should have enough topics and sessions to cover a two day event with a mixture of case-studies, presentations and panel discussions. Day One 1 Presentation Understanding the dvent of offline mobile micropayment. a - From mobile phone to the consumers Swiss army knife. - Online mobile micropayment: premise of the Near Field Communication technology. - The smartphones invasion as the offline mobile micropayment revolutions triggering factor. 5

 2 Presentation 3 Presentation 4 - Panel discussion 5 Presentation - 6 - Panel discussion 7 - Case Study 8 Presentation

Adapting smartphones technology to extend your targets. - A short history of the smartphones technological evolutions. - A technical analysis of the integrated NFC chip. - What new possibilities this NFC smartphone offers to the consumer? Exploring how NFC creates a new shopping experience. - The new real-time m-commerce location-based platform. - The single tap experience. Higher in the cloud: discussing Wallet omnipresence in the future customers' life. - Understanding the Wallets role in the citizens life. - Will wallet replace official documents? - Will it be possible to create a world wild wallet documents recognition system? - How public power should take part in it? Revolutionizing consumption patterns by reinventing commerce as a Mobile Local Commerce. - Understanding the new consumers behavior. - Revitalizing the local commerce activity by communicating with customers. - Be open to the Web 2.0 media: start a dialogue. How adopting a bespoke and efficient NFC strategy? - Understanding your targets and their needs. - Adapting your business offers. - Rewarding your best customers. - Efficiently using the social media. - Communicating with your targets. - Roadmap to launching a NFC strategy Small business and Multinational: so much in common. - In this case study, by explaining how they succeeded in implementing a successful NFC strategy, Jean-Franois Mahtoute, a French restaurant owner, and Natalie Stanisich, Senior Project Manager eCommerce at Guess, will show how, in any case, a NFC strategy has to follow some ineluctable steps regardless how big is the business. Conversing with customers to improve their loyalty. - How efficiently use social media to be in touch with customers. - Personalizing products offers. 6

 Day Two 1 - Panel discussion Because simplicity does not rhyme with insecurity: Why a NFC system is surer than a credit card? - Do not make the same mistakes as all new technologies. - The NFC hardware security system. - The NFC software security system.

2 - Case study The Jonathan's Starbucks card. - The first social payment experiment. - Because a company has always to take control. - A more personalized service to a safer database control. 3 Presentation Capitalizing the NFC technology to become a Bank 2.0. - Following the consumers habits to not be in competition with Non-Banks. - Simplifying Client-to-Business payments. - Increasing Client-to-Client banking services. 4 Presentation Collaborating between financial, mobile and retails ecosystems to create a "win-win" deal. - The redefinition of the financial ecosystem - When interdependence is a synonym of economic growth and an antonym of monopoly. - Why are trusted services managers needed to ensure a balanced NFC ecosystem? 5 Workshop E-commerce Street - By roaming our two NFCs market chain repro- ductions Behind M- commerce Street and M-commerce Street -, you will meet all the links players of the NFC chain, experience the new marketing, com- munication and costumer loyalty perspectives that this revolutionary technology offers you, while being guiding by each links greatest specialsts. 6 Workshop Behind E-commerce Street - By roaming our two NFCs market chain repro- ductions Behind M- commerce Street and M-commerce Street -, you will meet all the links players of the NFC chain, experience the new marketing, com- munication and costumer loyalty perspectives that this revolutionary technology offers you, while being guiding by each links greatest specialsts. 7

Speakers and delegates 7. Identify who you would invite to speak at your event on each of your topics. Day One: 1- Presentation: Understanding the advent of mobile micropayment. Jurgen Wassmann (Group Head Emerging Payments, Global Products & Solutions at MasterCard) 2- Presentation: Adapting mobile phones technology to extend your targets. Timo Lehtikevar (Head of Bluetooth and NFC SW at Nokia) 3- Presentation: Exploring how NFC creates a new shopping experience. Peter Boctor (Director of Mobile Development at Zaarly) 4- Panel discussion: Higher in the Cloud: Discussing wallets omnipresence in the future consumers life. Bonnie Sherman (Director, Digital Wallet at PayPal) Bernardo Hernndez (Head of Emerging Products at Google) Benjamin Vigier (Product Manager - Mobile Commerce at Apple) Jean Michel Gadrat (President, Forum Services Mobiles Sans Contact) 5- Presentation: Revolutionizing consumption patterns by reinventing commerce as a MoLo Business. Stephanie Tilenius (Vice President, Commerce at Google) 6- Panel discussion: How adopting an efficient NFC strategy Olivier Soumoy (Marketing of contactless services at Orange France (Cityzi City of Nice) Thorge Loh (Project Manager, e-/m-commerce at Deutsche Bahn) Richard Lawrence (Senior Manager, Mobile, Contactless and Innovation Strategy at Visa Europe) 7- Case Study: Small business and Multinational: so much in common. Jean-Franois Mahtoute (Owner of Les pieds dans le plat) Natalie Stanisich (Senior Project Manager eCommerce, Guess) 8- Presentation: Conversing with customers to improve loyalty. Moran Lerner (Director - Finance Loyalty Proposition and Strategy Development at Velti) Jean-Franois Novak (CEO, Adelya) 8

Day two: 1- Case study: The Jonathans Starbucks card Adam Brotman (SVP and GM, Digital Ventures at Starbucks Coffee Company) 2- Panel discussion: Because simplicity does not rhyme with insecurity: Why a NFC system is surer than a credit card? Mike Shadmani (VP, Global PayPass Product Development at MasterCard) Emmanuel Eyraud (Service Risk & Security Manager at Gemalto) Jose Miguel Esparza (E-crime Analyst and Security Researcher at S21sec labs) 3- Presentation: Capitalizing the NFC technology: a new position for Banks Loreal LeGate (Director, Global Communications - Emerging Payment Technologies at American Express) 4- Presentation: Collaborating between financial, mobile and retails ecosystems to create a win-win deal Jan Rottiers (Head of Programme at Orange FT Group / NFC Contactless Payments) Lewis Nolan (VP, Market Development Mobile and Contactless at Visa Europe) 5- Workshop 6- Workshop 8. What kind of companies is your event for identify the top 50 companies (buy side/end-user) - IKEA - Yves Rocher - Zara - But - Sephora - H&M - Conforama - Marionnaud - Mango - Fly - Nocib - Jules - Lewis - Accordhotels - Jou Club - Etap Hotel - ToysRus - Bershka - Formule 1 - King Jouet - New Look - Ibis - Etam - Novotel - Camaieu - Mercure - Celio - Sofitel - Guess - Mc Donald - Quick - KFC - Flunch - Brioche dore 9

- - - - - - - - - - - - - - - -

Subway Paul

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Dcathlon Go Sport Sport2000 Intersport MadeinSport Galerie Lafayette Carrefour Auchan Super U Intermarch E.Leclerc Gant Cora Fnac

- - -

La confederation des buralistes de France La confederation nationale de lartisanat, des metiers et des services La confdration natinale de la boulangerie La confederation de lartisanat et des petites entreprises La confdration nationale des fleuristes de France La confdration franaise de la boucherie boucherie-charcuterie traiteurs La fdration franaise des pharmaciens La Poste SNCF RATP

9. Who specifically from those companies forms your target audience? Define them by job titles and company types.
- - - - - - - - - - - - - - - - - - - - - - - - - Head of Emerging/Innovative Payments Director of Enterprise Growth Strategy Money Movement VpOnline/Web/Internet Channels Head of Digital Channels Head of Digital Networks Director of Transaction Services Director of Direct Channels Director of Direct Marketing Head of M-commerce and E-commerce Head of Mobile Strategy Head of Mobile Product Development Head of Mobile Product Innovations Senior Vice President, Mobile Contactless Director of Mobile Marketing Senior Vice President, Mobile Business Head of Emerging/Digital Payments Head of Mobile Channel Vice President, Mobile Brand Strategy Executive Director of Payment Acceptance Director of Customer Experience Senior Vice President, Loyalty Marketing Head of Innovative Platforms Head of Mobile Wallet Vice President, Strategic Business Development - - - - - - - - - - - - - - - - - - - - - - - -

Contactless Services Director Head of Mobile Development Head of Mobile Payments Director of Mobile Payments Head of NFC Vice President of Mobile Financial Services Director of Business Development Head of Innovation Director of Mobile Development Vice President of Commerce Product Manager - Mobile Commerce Vice President, Global Contactless and Mobile NFC Solutions in Advanced Solutions and Innovation Division Senior Manager, Mobile, Contactless and Innovation Strategy Director - Finance Loyalty Proposition and Strategy Development Marketing of contactless services Project Manager/M-Commerce Head of Mobile b usiness development Head of Bluetooth and NFC SW NFC Middleware Engineer Director, E-Commerce Operations Senior Project Manager eCommerce VP, Global PayPass Product Development NFC Marketing Manager E-crime Analyst and Security Researcher

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- - - - - - - - - - -

Director of Partnerships Director of NFC Product Development VP Innovative Development Service Head m-Payment Senior Manager Strategic Marketing Director Innovation and Banking Head of Programme VP, Market Development Mobile and Contactless Director, Global Communications - Emerging Payment Technologies Head of Security SVP and GM, Digital Ventures

10. Why would they want/need to attend?

Obviously, they need to attend this event because they would seize an opportunity to understand how the NFC revolution is taking place, and how they can be a part of the new revolutionary way to grow a business. Because, it is fair to say that the advent of the NFC technology is going to completely redefine the consumers habits, all the parties of the offline mobile micropayment industry have to understand the complex reasons of this change and the new rules it implies. Therefore, our event, as opposed to our competitors', will help our audience to perfectly comprehend and master the ineluctable advent of the NFC thanks to a recontextualization of technological progresses, how it will create a new way to shop locally, how to secure this new shopping process and how to fit it to their own business.
Sponsorship 11. Define the buy/sell side relationship. What types of companies sell/provide services to your audience?

To completely understand the buy/sell side relationship, it has to be kept in mind that this events aim is to convince merchants that the NFC technologys advent is, without any doubt, as important and revolutionary as was the credit cards democratization. In fact, the way that people consumes is going to change in the next few years. The complete system is going to refocus on local commerce and to open the possibility of a new local economic growth. Therefore, all the links in the offline mobile micropayment chain, from the NFC chipmakers to the financial services, would be well advised to favour the advent of the NFC technology in France, and more globally in Europe. Thus, directly or indirectly, seven types of companies sell or provide services to the merchant audience. Firstly, it seems obvious that without any NFC chipmaker, there would be no NFC technology and industry. That is why, by providing NFC chips to handset OEMs, which, by extension, would allow their customers to use their smartphones as a credit card, NFC chipmakers are the first service provider we can identify.

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Secondly, the whole concept of the offline mobile micropayment rests on the capability of using ones smartphone to complete a purchase. Thus, handsets OEMs are the first key service provider. Thirdly, as far as mobile carriers are concerned, the problematic is also quiet simple: to be able to use ones smartphone as a credit card, one needs a mobile phone contract. Therefore, customers have to be bound with a mobile carrier to be able to complete a purchase. Mobile carriers are an indirect service provider. Fourthly, it is also obvious that operating system developers are vital to connect a smartphone and a credit card. They are the link between the technical side of the NFC industry and the financial side of the system. That is why they have to be considered as an important piece of the system. They are direct providers to merchants. Indeed, the wallet application, which has been setting up on the smartphone, has to be recognized by the merchants point of sale. Fifthly, by assuming primary liability for the consumers capacity to pay, issuing banks provide a financial service to merchants. Sixthly, by providing customers with credit cards, financial services, such as MasterCard or Visa, are explicit merchants providers. Seventhly, trusted services managers can be considered as a merchant service provider because they make sure that a customer is able to integrate his credit card on his smartphone. Therefore, they provide merchants with a new and more secure way of paying.
12. Identify the top 50 companies that could sponsor your event.

NFC chipmakers: - Inside Secure (based in France) - NXP (for Android devices) - Broadcom Handset OEMs: - Acer - Motorola - Alcatel - Nokia - Apple - Palm - Asus - Sagem - Blackberry - Samsung (+ Google) - Garmin - Sanyo - HTC - Siemens - Huawei - Sharp - LG - Sony Ericson Operating system developers: - Android - Apple - Microsoft - Digitalairways - Morpho - Thinkandgonfc - Airtag

Mobile carriers: - - - Bouygues Tlcom SFR (Vivendi) Orange (France Tlcom)

Issuing banks: - - - - - - - - - Banque Populaire BNP Paribas Caisse dpargne Crdit Agricole Crdit Lyonnais Crdit Mutuel HSBC La Poste Socit Gnrale

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 Trusted services managers: - First Data - First Trust - SunTrust - PNC - Gemalto (Valimo) - Ericsson IPX - GlobalPlatform - Trusted Logic
13. Why would they sponsor, what are the benefits to them?

Financial services: - JCB - Master Card - Visa

First, each protagonist of all the different links in the chain has to sponsor this to show how they are involved in the democratization of the NFC technology. Because this NFC technology is new in Europe, and is going to turn our consumption habits upside down, all of the economic systems parties have to convince both merchants and consumers that their product is the securest, most efficient, simplest, most enjoyable one that someone could find to use the NFC technology. They want to be perceived as pioneers. That is why they do have to be a part of this event, which is going to be one of the most informative one for European merchants. Moreover, this market is very competitive. For example, Google and Samsung entered into a partnership agreement while HTC, LG Electronics, Motorola Mobility, Research in Motion, Samsung Mobile and Sony Ericsson decided to support Googles rival Isis. Thus, each side has to prove that their system is going to become the market leader. Logically, they cannot afford to miss one of the biggest B2B NFC conferences in Europe. This is a huge opportunity to convince the more influential continental merchants, and gain market share. Also, every player of each link in the chain has its own interest to attend this event. For instance, as smartphones are going to be the key device of the consumers life, the handset OEMs do have to show that they are involved in the NFC advent to succeed in gaining the consumers confidence, and then, making them chose their smartphones instead of their competitors. Thus, they would succeed in creating a loyalty relationship between the consumer and his smartphone. To sum up, each NFC vertical agreements system, for instance: NXP + Sony Ericson + Isis, has to prove its superiority over its competitors, and each player in each link in the chain has to convince consumers that it is the best in its own field.
14. Explain the commercial viability of your event.

First, our event will be hold in Strasbourg to tell the Europe that the NFC revolution is coming. Therefore, it is absolutely plausible to say that the NFC technology will evolve. Thus, it will surely be needed to hold another event next year about the new role of the wallet in the consumers life. For example, Paypal has publicly announced that its Paypal wallet will offer much more opportunities than Google Wallet does. Also, for sure, new security systems will be developed as well as new technics to increase the m-marketing or the consumers loyalty. 13

In other words, because this is only the beginning of the NFC in Europe, we will be able to use the technological progress, the new security rules or the new financial agreements to hold new conferences in Strasbourg. Geographically speaking, South America, Africa and the Middle East are probably the most profitable geographic parts because there is no NFC market yet in these areas. Indeed, the NFC technology has been launched in Japan few years ago. Also, a lot of conferences held in Asia and in the United States of America, where the first world wild wallet has been launched. These two markets seem to be much more competitive, but it could be interesting to hold one event in the US, especially in Los Angeles, to observe whether the American audience appreciate our methodology.

Marketing
15. Identify the competitive events. How does your event differ from them?

The competitive events are: - - - - - - - - -

Nordic Card Markets, 18-19 January 2012, Copenhagen, Denmark. Transport Ticketing 2012, 24-26 January 2012, London, UK. The Nordic NFC Symposium 2012, 25-27January 2012, Stockholm, Sweden. Mobile payments & NFC, 30 January 2 February 2012, London, UK. GSMA Mobile World Congress, 27 February 1 March 2012, Barcelona, Spain. NFC 2012, 13 March 2012, Helsinki, Finland. NFC Ticketing Europe 2012, 20-21 March 2012, London. Wima 2012, 11-13 April 2012, Monaco. NFC World Congress, 17-19 September 2012, Nice, France. First, it has to be observed that if all this events talk about the NFC at some points, only five of them are focusing on this technology. Indeed, the Nordic Card Markets event is only going to talk about the NFC technology because credit cards are going to be integrated in smartphones. Also, it is obvious that the NFC Ticketing Europe 2012 does only tackle one specific possibility of this revolutionary technology. But what really differs our event from the others is the fact that it is not an event that only allows people to show, without any logical reflexion process, what they are doing with NFC in their own country. As opposed to our biggest competitor NFC World Congress, based in France as well, our event allows our audience to understand why consumers are changing their consumption patterns, how does it change the whole industry functioning, and, finally, how to built an efficient NFC strategy. To prove our point, it is remarkable to observe that any of our competitors seem to have understood the key importance of the local mobile commerces advent. Therefore, how could someone explain to a merchant how to built a very efficient NFC strategy whether this merchant has not already understood the fact that, for instance, his customers smartphone open the possibility of a simpler and cheaper new loyalty strategy and positioning? In conclusion, our France-based event is not a compilation of what the NFC technology allows consumers and merchants to do, and what it changes in the global industry; but a well 14

structured event that make our audience understand the premises and the explanations of this advent, the complexity of this new technology and how it could be efficiently use to increase the local economic growth.
16. What are the highlights and USPs of your event?

There will be several highlights during this event. First, the panel discussion about the wallets omnipresence in the future consumers life will undoubtedly catch the audiences attention because of the speakers expertise and because of the fierce competition between their companies. Then, the audience will have the privilege to hear Stephanie Tilenius defining the Mobile Local Commerce. Moreover, the case study, that exposes the similarities between the NFC strategies of a small business and a multinational, will be attentively followed as it gives key information to launch a bespoke NFC strategy. Also, the Because simplicity does not rhyme with insecurity panel discussion is a key one because of the fact that a MasterCard specialist, a Gemalto security specialist and a S21sec labs E- crime analyst will discuss how sure is the NFC system, which matter has to be entirely understood to reassure and convince customers. Thus, this presentation will give the audience the tools to communicate about the NFCs security system. Without any doubt, the win-win deal presentation will perfectly prove to the audience that if all the offline mobile micropayment industry parties are moving forward in the same direction, each link in the chain will benefit from the NFC revolution. Finally events main USP will be the M-commerce Street workshop. Indeed, by roaming through our two NFCs exhibition venues Behind M-commerce Street and M-commerce Street -, the audience will meet all the key players of the NFC chain, experience new marketing strategies, communication and customer loyalty, as well as getting accustomed to the perspectives this revolutionary technology will bring. Attendees will be guided by the world's leading authority of the industry. Thus, they will be allowed to glean through all the theoretical, technical and practical information required to launch an efficient and bespoke NFC strategy, whilst building up a prestigious and bespoke address book. To sum up, our unique selling propositions will be: Firstly, the logical reflexion process that makes our audience understand the NFC revolution and how to be a part of it. Secondly, the quality and the heterogeneity of the events speakers. Thirdly, our workshop. Fourthly, holding our event in Strasbourg is also a unique selling proposition in that our event sends a symbolic message to the whole Europe: The revolution is at your door, get ready now !
17. List all the mediums and sources you used during your research including all web URLs and articles, which was the most effective ?
http://www.adelya.com/2-37092-Home.php http://www.airtag.com/AIRTAG-rejoint-le-Forum-des.html http://androidcommunity.com/isis-google-wallet-competitor-to-run-on-android-20110923/ http://blogs.barrons.com/techtraderdaily/ http://blogs.computerworld.com/19162/nfc_how_apples_using_google_for_the_iphone_wallet http://blog.lefigaro.fr/medias/2011/04/momo-le-paiement-mobile-face-a-1.html http://blog.viadeo.com/fr/2011/11/17/nfc-app-media-sociaux-mobilite-smartphone-banque-2-0/

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http://blogs.wsj.com/digits/2011/10/26/nearer-and-nearer-nfc-chipmaker-celebrates-numbers/ http://www.businessmobile.fr/actualites/nfc-apres-nice-cityzi-debarque-a-strasbourg-39763705.htm http://www.connecthings.com/node/77?language=en http://www.dealerscope.com/aggregatedcontent/nfc-chipmaker-ships-10m-units-date-2011 http://www.degroupnews.com/actualite/n6763-nfc-sans_contact-application-cityzi-mobilite.html http://www.dmnews.com/nfc-more-than-digital-wallets/article/215793/ http://www.engadget.com/2011/06/16/sony-ericsson-signs-deal-with-nfc-chip-maker-gets-ready-to-do- t/ https://www.facebook.com/jonathanscard http://www.fiercemobilecontent.com/story/google-wallet-rival-isis-confirms-support-android/2011-09- 22 http://fr.locita.com/mobile/la-technologie-nfc-changera-t-elle-les-habitudes-du-consommateur/ http://geoloco.tv/speakers http://www.gemalto.com/nfc/tsm.html http://www.generation-nt.com/afmm-mpme-paiement-mobile-operateurs-actualite-988221.html http://gigaom.com/2011/10/24/nfc-chipmaker-ships-10m-units-to-date-in-2011/ http://www.good.is/post/lessons-from-the-end-of-the-free-for-all-starbucks-card-experiment/ http://jonathanstark.com/card/#give-a-coffee http://imsinstantpay.blogspot.com/2011/08/nxpi-nfc-chip-maker-stock-soars-130-in.html http://www.insidevirtualgoods.com/us-virtual-goods/ http://www.itespresso.es/la-tecnologia-nfc-proximo-objetivo-de-cibercriminales-55869.html http://www.journaldunet.com/solutions/systemes-reseaux/nfc/ http://www.journaldunet.com/ebusiness/commerce/paypal-wallet-1111.shtml http://mashable.com/2011/11/02/paypal-wallet/ http://www.mastercard.us/google-wallet.html http://www.micropaiement.pro/micropaiement-mobile-paiement http://www.micropaiement.pro/categorie/micropaiement-mobile (all articles) http://www.microsoftgamefest.com/london_conferencedetails.htm http://www.mobileeurope.co.uk/news/news-analysis/8299-ericsson-ipx-to-become-nfc-trusted-services- manager http://www.mobiles-actus.com/test/mobile.htm http://www.moneo.net/infos-legales.html http://news.cnet.com/8301-13846_3-20011153-62.html http://www.nfcrumors.com/07-24-2011/what-is-a-trusted-service-manager-tsm/ http://www.nfcrumors.com/tag/iphone-5-nfc-chip-maker/ http://www.nfctimes.com/news/major-wireless-chip-supplier-broadcom-announces-first-nfc-chip http://www.nfcworld.com/ http://www.nfcworld.com/2010/08/13/34302/apple-hires-nfc-expert-as-mobile-commerce-product- manager/ http://www.nfcworld.com/nfc-phones-list/#available http://www.nfcworld.com/2011/08/25/39363/deutsche-bahn-to-roll-out-touchtravel-across-germany/ http://www.nfcworld.com/events/ http://www.nfcworldcongress.com/ http://www.nfcworldcongress.com/conference http://www.nicerendezvous.com/car/201005219045/nice-ville-nfc-lancement-du-sans-contact-mobile- estrosi-ministre-industrie.html http://www.nytimes.com/2011/05/24/technology/24pay.html?_r=1 http://www.paug.fr/2011/09/slides-des-presentations-sur-le-nfc.html http://www.pcmag.com/article2/0,2817,2393283,00.asp http://pool7.kermeet.com/C/ewe/ewex/buzzness2012/ http://www.poptronics.fr/Les-biens-virtuels-un-business-si http://pro.clubic.com/e-commerce/paiement-en-ligne/actualite-439870-visa-manie-carotte-baton- pousser-adoption-paiement-nfc.html http://www.readwriteweb.com/archives/a_more_personal_classified_zaarly_brings_mobile_co.php http://sanscontact.wordpress.com/tag/cityzi/ http://www.smartinsights.net/reports/index.php/reports/tsm-for-nfc-market-2011.html

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https://squareup.com/cardcase http://techcrunch.com/2011/08/10/the-vast-starbucks-conspiracy-jonathans-card-wasnt-faked/ http://www.techyou.fr/2011/08/26/le-nfc-met-le-contact/ http://www.terrapinn.com/conference/near-field-communication-world-asia/index.stm http://triad.news14.com/content/top_stories/649606/paypal-wallet-aims-to-put-transactions-in-the- cloud http://www.trusted-logic.com/spip.php?article13 http://www.twistimage.com/blog/archives/the-real-business-of-virtual-goods/ http://ubacto.com/flux-pages/-100000002784.shtml http://www.uic.org/forms/spip.php?article1161 http://us.generation-nt.com/mobile-payment-nfc-google-wallet-isis-manufacturers-news-3153731.html http://www.vendingmarketwatch.com/news/10280070/first-near-field-communication-conference- planned-for-spring-2012 http://www.wbresearch.com/emergingpayments/ http://www.wired.com/epicenter/2011/05/google-launches-nfc/ http://www.wired.com/epicenter/2011/05/paypal-sues-google-wallet/ http://www.youtube.com/watch?v=am8t6iZ7up0 http://www.youtube.com/watch?v=DsaJMhcLm_A http://www.youtube.com/watch?v=gKGptWtzeaU&feature=relmfu http://www.youtube.com/watch?v=gZGoXvzW4WU http://www.youtube.com/watch?v=NKuUzNnb8a http://www.youtube.com/watch?v=ueJEICjlQTo

Undoubtedly, the most effective source was the Google Wallet product launch video : http://www.youtube.com/watch?v=am8t6iZ7up0
18. Who are the key industry bodies/associations/regulators and how should they participate in your event?

The key industry bodies, associations or regulators are: GSM Association. GlobalPlatform. European Payments Council. NFC Forum. Ministre de lEconomie, des Finances et de lIndustrie, charg de lIndustrie, de lEnergie et de lEconomie numrique. Forum des services mobiles sans contact. Ville de Nice. Ville de Strasbourg. Mobile Contactless Services Forum. Association Franaise du Sans Contact Mobile.

Definitely, all these bodies/associations/regulators have to be integrated in the M- commerce Street workshop. It is imaginable that they could be scattered in the market map and provide help or information about specific regulation rules for instance. It is highly important to make sure that these bodies/associations/regulators will be a part of the event because they will propose a neutral and objective point of view to the merchants on their matters. 17

 Also, thanks to their objectivity, it is important to make sure that one or two speakers from these associations are going to take part in panel discussions. They could bring very interesting problematic that subjective professionals would sometimes like to avoid.
19. Create a powerful strapline and title for your event.

The title of your event would be: NFC European Congress And the strapline would be: Understanding the complexity behind the simplicity to be a part of the revolution.
20. Create a two pages brochure for your event for your delegates. This brochure should have enough information and excellent marketing copy in order to encourage delegates to register to attend your event.

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