Mobile Web 2.

0
And Monetizing the Mobile Internet
London, UK | 17-18th September 2007

Key Themes

Mobile Web 2.0, or the phenomenon of leveraging mobility and the handset to
enhance user’s relationships via web-enabled communities and other two-way
interactions, is fast gaining traction with mobile network operators as a way to
drive differentiation and enhance user experience. Advances in operating
systems, browser technology, and user interface, have enabled high profile
Mobile-Web deals, including Vodafone’s agreement with MySpace and Orange’s
link-up with Bebo, T-Mobile’s partnership with eBay. With high interest from
operators on all continents and increased user data usage, Mobile Web 2.0 is
poised to alter the way people interact with their phone and their world.
However, fragmentation in devices and systems, combined with questions about
user experience and the business models that will effectively monetise Mobile
Web 2.0 for operators, have led some to doubt the maturity of Mobile Web 2.0

The current Mobile Web 2.0 is characterised by

More and more mobile operators are migrating to flat-rate pricing

schemes, including recent announcements by TeliaSonera and Telefonica,
enabling full uptake of mobile web services

Potential for using location based tagging to enhance user generated

content identification, and community networking

Development of mobile browsers and widgets to manage the web

experience on the the device.

Moves towards standardisation and efforts to create a seamless web-

mobile experience for long tail sites

High interest in mobile advertising as a new revenue stream for users and
as an effective marketing tool

Early adopters already demonstrating the potential for leveraging device

features to enable on-the spot blogging

In the first European event dedicated exclusively to Mobile Web 2.0, Informa T&M
is responding to the emerging questions on how diverse players can capitalise on
mobility by hosting a 2-day Mobile Web 2.0 conference in London, the week of
September 17th, 2007. Informa Telecoms and Media’s Mobile Web 2.0 and
Monetizing the Mobile Internet conference will provide a forum for the leading
industry thought leaders from across the globe to discuss the most pertinent
strategic and technical issues in the field. The event will build on Informa’s strong
conference experience, the expertise of our invaluable advisory board, and
market research to produce a truly market-driven conference. More than 20
speakers, over two days, will deliver their knowledge and insight through an

Page 1 of 10
innovative conference format that will encourage interaction and discussion of the
critical issues throughout.

Advisory Board

To help Informa realise this conference, we are consulting our invaluable Advisory
Board of those leading the development and innovation in Mobile Web 2,0
Advisory Board members to date are:

Ajit Jaokar, FutureText and Co-author of Mobile Web 2.0

Tony Fish, Co-author of Mobile Web 2.0 (TBC)
Daniel Appelquist, Vodafone, and W3C Best Practices Working Group
Prof. Ed Candy, Technology Director, Hutchison Whampoa
Ken Blakeslee, Web Mobility Ventures
Tomi Ahonen, 3G Strategy Consultant

We are currently looking to expand the advisory board with representatives from
the enabling technologies and the internet world. If you are interested in
becoming a member please contact us directly.

Benefits of Attending

Participating in the conference will enable you to:

1- Interact and discuss critical issues with leading industry figures from
across the Mobile Web 2.0 value chain.
2
3-Understand why mobile network operators are exploring Mobile Web 2.0:
who are they and in what markets are they operating?

1- Discover what Mobile Web 2.0 applications—blogging, dating,

communities, and user generated content— are on the market and in
development, and examine why operators want them on their network
2
3- Learn from pioneering thought leaders about the future prospects for
Mobile 2.0 applications that will drive user adoption

1- Determine business models that will generate revenue for operators while
attracting customers through flat-rate pricing.

1-Investigate what browser and user interface challenges they see to

providing superior user experience.

Event Format

Informa Telecoms and Media produces over 100 specialised telecoms conferences
every year, providing timely and relevant business intelligence to established
telecoms operators as well as media and web partners looking to capitalise on
mobility. Informa conferences have acted as forums for the exchange of
knowledge, ideas and technical know-how, as well as providing a valuable
opportunity for full value chain interaction in a variety of fields

Page 2 of 10
The Mobile Web 2.0 and Monetizing the Mobile Internet conference will be the
premier opportunity for device, OS and application platform vendors, cross-
platform designers and advertising solution providers to meet with mobile
operators, internet giants, developers. This event has a unique format, which will
make Informa’s tested and professional conference highly accessible to innovative
start-ups through developer discounts.

- Keynote sessions will occur on each of the three mornings, with

established, exciting and innovative players in the sector presenting their
MVNO strategies and viewpoints in both presentation and interview form

- Networking Breaks and social events will also form an integral part of
the event, to allow you to interact with you peers in a laid-back and
relaxed atmosphere.

Page 3 of 10
Networking Opportunities

Networking and Meeting System

All pre-registered delegates at the Mobile Web 2.0 &
Monetizing the Mobile Internet will be given the unique
opportunity to access the whole attendee list online 2
weeks prior to the event, during the event and for up to 3
months after the event. Initiate introductions, network
and set up meetings with hundreds of participants of your
choice, in order to maximise your investment in the event.
Ensure you register early enough to take full advantage of
this valuable networking tool!

Speed Networking
A chance to get to know your peers before the start of
the conference each morning and help set a relaxed and
informal atmosphere!

Cocktail Drinks Reception

All participants at the Evolving Mobile Partnerships and
MVNOs Boston Conference will be invited to join a
cocktail drinks reception at the end of day 2. This
opportunity will give you the chance to discuss the
topics of the day in a more informal environment with
other delegates, speakers and sponsors.

Interactive round table discussions

Interactive sessions where all delegates and
speakers are encourages to speak up,
facilitating name recognition and increased
networking opportunities post session

Online Conference Blog

A before the event forum where you can meet
virtually and get to know each other before
meeting in person, and update your entries via
the mobile while at the conference!

Rosalind Piggot
Conference Researcher, Strategies and Markets
Informa Telecoms and Media
Email: rosalind.piggot@informa.com

Page 4 of 10
Conference Workshops

Pre and post conference workshops will form an integral part of the Mobile Web
2.0 and Monetizing the Mobile Internet Conference. Successful workshop titles
may include:

- ‘How to encourage websites to take their portal mobile’

- ‘Scripting for web and mobile’
- ‘How to work with application developers’
- ‘Leveraging the advertising potential of Mobile Web 2.0’
- ‘Providing customer support to Mobile Web 2.0 users’

If you would like to develop any of these ideas further, or if you have new ideas
for prospective workshops at the event, please contact:

Rosalind Piggot, Conference Researcher, Strategies and Markets

rosalind.piggot@informa.com
+44 (0)207 017 5240

Expected Audience

We are expecting 100+ delegates from the following backgrounds:

- Vice Presidents, Senior Directors, Heads of Department and

Managers of:
 Service Discovery ,Business Development, Global Development,
Product Management, Emerging Products, Business Development
and Marketing, Marketing, Channel Marketing, Strategy, Technology
Strategy, Strategic Partnerships, Strategy and Planning, Wireless
Services, Services, Operations, Sales, User Experience, User
Interface, i-mode, Multimedia, 3rd Party Services, Portal revenue,
Research

- Company
 Web Communities and Bloggers that drive the growth of Web 2.0
and will contribute to mobilising user generated content and social
network activity
 Search Engines that have successfully utilised advertisement to
generate new revenue and that will enable effective sharing of
Mobile Web 2.0 generated content
 Mobile Operators that are already partnering with web
communities, offering open-access to the web, and those exploring
user experience options
 Device Manufacturers enabling use of the mobile web by
providing key advances in battery life and integrated features
 Browsers that make Mobile Web 2.0 possible by providing access
to the internet
 Operating systems vendors that partner with operators, device
makers and web communities to enable partnerships preference
high user experience quality
 Application Developers who are creating Mobile Web 2.0
applications leveraging remote access and mobile device

Page 5 of 10
 capabilities that mobile operators will use to differentiate and drive
uptake
 Advertising Companies bringing revenue solutions for mobile
operators
 Cross-platform enablers and consultants that enable websites
and content providers to leverage mobile

-
- Geographical Breakdown
 Europe - 50%
 Asia Pacific- 12%
 North America – 15%
 Middle East – 10%
 Rest Of World – 13%

Who attended Informa Telecom and Media Mobile Web 2.0 related
events?
Vodafone, TeleSonera, Helio, MoBlog, MySpace, MyStrands, Three, Google, Yahoo,
Orange, Mozilla, Opera, Cosmote, France Telecom, Symbian, Sony Ericsson,
Verizon, Eyeka, ChangingWorlds, Tapuz Mobile, Telefonica Moviles, Universal
Mobile, Telenor, Turkcell, i-mode, BSkyB, Panasonic, NTT DoCoMo, Magyar
Telekom, T-Mobile, Widsets, PlusMo, Loopt, AdMob, Sun Microsystems, dotMobi, FT,
Ask, Flirtomatic, Entriq, Nokia, Palm, Trolltech, Sprint Nextel, Cingular, OMTP,
Research in Motion, Sony Ericsson, Motorola, Qualcomm, Shozu, BBC, AOL,
WeeWorld, Sony Pictures, Openwave, Cyworld, M6 Networks, MTV, Coca Cola, 02,
MTV Mobile

Page 6 of 10
 Projected Attendance by Sector*

Operator 27% Application Developer/ Web 2.0 Developer 18%

Internet Company/ Search Engine 15% Blogger/ Consultant/ Press 11%
OS/ Browser 15% Ad Companies 6%
Handset Manufacturer 9% Other 4%

Projected Senior Level Attendance*

CxO, Board Level and VP 45% Project/ Product Manager 25% Analyst/ Consultant/ Journalist 15%
Marketing/Sales 8% Technical 7%

* indicates projections based on previous Informa Mobile Communities and User Generated Content
(2006) Mobile Search (2006 and 2007) and Mobile Application Platforms and Operating Systems
Conferences (2005 and 2006)

Page 7 of 10
Event Background

The Mobile Web 2.0 Conference is the 1st event in Informa Telecoms and Media’s in
Europe to dedicate itself exclusively to enabling and monetising Mobile Web 2.0.
Related past events include:

Mobile Search and Discovery- London, January 2006

MAPOS – London, September 2006
Mobile Search and Discovery- London, September 2006
Mobile Communities and User Generated Content– London, November 2006
Mobile Search and Off Portal – London, April 2007

Testimonials

Mobile Search
• ‘Excellent Opportunity to examining the relevance of this emerging trend
for our content technologies’ (M.W. T-Mobile International) 2006
• ‘The confer3nce addressed cutting edge issues for mobile carriers and
content providers’ ( Fast Search and Transfer) 2006
• ‘A thought provoking event and a welcome addition to the conference
schedule’ (Mobile Commerce) 2006

Mobile Communities and User Generated Content– London, November

2006
• ‘An invaluable source of market intelligence and learning, a genuine
networking opportunity’ (GW Primedia Ltd)
• ‘A good start to an unknown area’ (SA Turkcell)

Mobile Application Platforms and Operating Systems events –

• ‘High-calibre of attendees- everyone I met added real value’ (DW,
Symbian) 2005
• ‘Great Crowd—First time, glad I came, now wondering how to put the group
topics into action’ (R.K. Intrinsyc) 2006

Mobile Press:
• “…[C]arriers/operators are now linking their brand name to web 2.0/mobile 2.0
related content…” (Guest author, “Understanding Mobile 2.0” blog on
Read/WriteWeb
• “Mobile is going to be the next big internet phenomenon. It holds the key to
greater access for everyone – with all the benefits that entails.” Eric Scmidt, CEO
Google in FT afticle “ Let more of the world access the internet” March 2006
• “The social networking phenomenon is leaving the confines of the personal computer.
Powerful new mobile devices are allowing people to send round-the-clock updates
about their vacations, their moods or their latest haircut.” (B. Stone and M. Richtel,
New York Times, April 30. 2007)
• “As 2006 winds down, Mobile Web 2.0 winds up to punch its way into prominence
next year and beyond.” (Judy Breck “Mobile Web 2.0 on little cat feet.” Smart
Mobs
• "Mobile 2.0 is not "the Future." it is services that already exist all around us. These
services are maturing at an amazing rate and what they are doing is effectively
knitting together Web 2.0 with the mobile platform to create something new: a

Page 8 of 10
new class of services that leverage mobility but are as easy to use and ubiquitous
as the Web is today. These services point the way forward for the mobile data
industry." Daniel Appelquist, Dan’s Blog (2.0)

Page 9 of 10
About Informa Telecoms and Media

Informa Telecoms & Media is the leading provider of business intelligence to global
telecoms and media markets.

Our aim is to provide actionable, strategic advice and forecasting on all aspects of
converging mobile, fixed, entertainment and IT markets.

Driven by constant first-hand contact with the industry our team of analysts and
researchers produce over 300 annual events and intelligence services including
news and analytical products, in-depth market reports and data sets

We benefit from outstanding people, including 100+ analysts, researchers and

journalists across 14 countries. Our customers include major blue-chip vendors,
operators, and regulators in addition to key players from the financial and content
communities.

We are proud of the role we play in bringing the industry together and keeping
100,000 individuals better informed.

For more information on Mobile Web 2.0 and Monetizing the

Mobile Internet, please contact:

For programme content and speaking opportunities:

Rosalind Piggot, Conference Researcher, Strategies and Markets
Tel: +44 (0)20 7017 5240 rosalind.piggot@informa.com

For sponsorship and exhibition opportunities:

Elizabeth Carter, Portfolio Sales Associate
Tel: +44 (0)20 7017 5829 elizabeth.carter@informa.com

For marketing opportunities and registration:

Kate Lewis, Marketing Manager, Strategies and Markets
Tel: +44 (0)20 7017 5753 kate.lewis@informa.com

Page 10 of 10