Days Hours Minutes Seconds

Sir Martin Sorrell                    
CEO, WPP                    
Hugues Pietrini          Patrick Hoffstetter 
President             Chief Digital Officer 
ORANGINA SCHWEPPES                         RENAULT 

Keynote Opening Speech by Sir Martin Sorrell, CEO of WPP

Mobile media and social networks; are they a major issue for publishers, producers and big brands? What changes can they cause in media consumption, business models, and the balance between the major players? Are mobile and social networks two distinct dimensions of the same revolution? Is this the continuation of the internet revolution? What global ecosystem will arise from the development of these networks and what mergers/competitions will emerge with traditional media and notably television?


Gérard Hermet
President of GfK NIS, GfK

Roberto Mauro
Director of Strategy and Business Development, SAMSUNG

Laurent Schlosser
Head of Mobile, MICROSOFT

 Is the Mobile’s Economic Potential Comparable to the Web’s back in 1998?
1- Internet Mobile: Applications & Usages

iOS, Androïd, Windows Phone7, Symbian, Blackberry OS, Bada...: market share and major strategic options for the different environments.

  • Level of openness and economic models.
  • Available technology and compatibility.

What are its uses?

  • Equipment by country/geographic zones (Europe, USA, Asia)
  • Type and frequency of use
  • Percentage of users who have made a purchase on a mobile phone (applications or goods and services)
  • User characteristics: age, sex, income

Mobile application typology

  • Practical applications
  • Game applications
  • Community and social applications (Foursquare etc)
  • Free v paid applications
  • Media access providers
  • Brand related applications
  • Downloading videos or music

Revenue by type of applications

  • Games
  • Day to day
  • Utilities

Are we witnessing the birth of a new ecosystem, comprising innovative models, companies, and 100% mobile brands, which will have a predominant position in the mobile media, like Google, Amazon and Facebook on the Web?

 2- Who will be the winners of the mobile economy?

Who are these mobile entrepreneurs?
Are they individual entrepreneurs, game creators, Web entrepreneurs, CEOs, or professionals who previously worked for operators, software publishers and animation studios? Is leadership becoming centralized in a particular region: Asia, Europe, California?

What are the characteristics and benefits that enable the mobile to differentiate itself from the fixed Internet and produce its own leaders?

  • Instant availability thanks to flash memory and always having the terminal at hand.
  • Geolocation
  • The fun angle: the mobile isn’t a work tool, or a professional environment, it’s 100% leisure the exact opposite of a PC

Which applications are successful worldwide?
Why are they so successful? What is their economic model and what revenue do they generate?

Conclusion: Who will tomorrow’s mobile leaders be?


Anindya Datta

Yann Lechelle
Founder, APPS FIRE

Jonathan Beeston
Global Marketing Director, EFFICIENT FRONTIER


Search and Catalogue Ranking: Main Battlefields
Mobile Searching; a new challenge?

How do users get onto a mobile site? Do they use rating applications (stores) and, if so, which ones? Is store rating replacing searching and is this set to last? Will searching be as strong on the mobile as it is on the web? Who will the predominant players be: traditional search engines (Google, Yahoo!, etc.), operating systems (iOS, Androïd, Windows Phone7, Symbian, Blackberry OS, Bada, ...), or even operators? What is and will be the economic model for mobile search and ratings: pay-for-position, keywords, links?

What methods will improve ranking?

What are the techniques which will improve search ranking? Marketing/commerce techniques such as, Buzz, word of mouth, mobile publicity? Online/offline publicity, PR... The tricky techniques: buying placement in official catalogue, entries in unofficial catalogues, offering paid applications for free over a limited period.

10.15 – 10.45 am Break (demonstration)

Pierre Steiblen
Country Manager, QUALCOMM

Frank Kelcz
Head of Media Technology Investment, SEB VENTURE CAPITAL

Moderator :

Alexis Helcmanocki
CEO, Mobile Tag

Standards and Performance Technology: What will the drivers be in the evolution of mobile over the next 5 years?

The power of microprocessors, display speed, flash memory, standard video, 4G... What are the real influences of technology in the success of smartphones and tablets? Technology reviews, what will come to revolutionise telecommunications and final performance in the next five years?


Michael Chaize
EMEA Flash Platform Evangelist, ADOBE

Yohan Founs
Director of Mobility and Rich Applications, VALTECH

Sebastien Girard
Marketing Director, LG

Smartphones or Tablets? More than just a matter of user-friendliness, they are also at the root of a major shake-up in strategy

For nearly 30 years now, Windows has had an almost all-out monopoly on microcomputing. The success of tablets could well put an end to a situation that was never really an inconvenience. The monopoly of OSs isn’t the same in the case of smartphones (new uses, limited user-friendliness…) or tablets (environment that is potentially comparable to using a PC). If tablets are successful, this will mean a boost for the mobile environment, and the constraints that go with it, over the Windows environment. On the one hand, a monopoly would be replaced by a duopoly but, on the other, creative freedom and economic independence would end up being subjected to infinitely more stringent conditions. What is the position with regard to smartphones, tablets and other mobile environments, and to what extent do these encroach on fixed telecoms?

  • A presentation of the latest market innovations.



Jules Minvielle

Simon Dawlat

Xavier Carrillo Costa

Creation and the Rise and Fall of a Free Mobile Label
1- Why create a free mobile app?

What are the sources of revenue from free applications, what is the rationale behind monetisation and what are its possibilities? Is the goal to increase brand or publisher awareness, sell advertising space, find sponsors or create brand franchising?

2- What is the lifecycle for mobile apps?

How do we move from the concept phase to the development and promotion phase, and keep the app for as long and as high up in the ratings as possible?
The Ratings War (or first on track)
Who are the ratings operators for each environment (Android, independent stores?). What part do ratings play in brand success? How does a brand get onto the ratings ladder? What parallel tactics can be used to boost a brand artificially and how effective are these in the long run? What are independent stores’ chances of success?

3- What second lives do mobile brands have?

How is a franchising policy devised, e.g. Angry Bird, the film? Who can you discuss it with? Which players are involved in the operation and under what conditions?

4- Is it possible to achieve the same success on the iPhone, iPad and Android together?

Is a successful application necessarily confined to a single platform? What are the constraints and limits to portability?


Michael Schade


Jean-Laurent Wotton
Director of Performance Marketing, BADOO

Moderator :
Fréderic Thuard

Economic Models for Paid Applications
1- Which paid applications are successful?

A review of paid applications that are successful in terms of use and profitability. Are these practical applications, professional or consumer software programmes, offline media mobile sites, multi-user games, or other types of software? Why are these applications so successful? Is it possible to define a set of standard criteria for success? What is the average price and the total revenue generated?

2- How do you sell paid applications?

What makes a user agree to pay for an application? Because the application is unique, essential and no free alternatives are available? Is there a standard paid-application model and a standard free-application model?

3- How do you promote a mobile application?

How can an app be advertised directly on a mobile platform? Do you have to pay to feature in the rating? How effective is web advertising, or offline ads that are starting to make headway in major towns and cities and in Metro/Underground stations? Push techniques, such as SMS, MMS, stores?

4- How much does a mobile app cost (to create, host, promote and secure a return)?

What is the business model for a mobile application?

12.25 – 1.45 pm Lunch

Tony Wang
General Manager, TWITTER

Keynote by Tony Wang, General Manager for TWITTER

Having previously been based in Twitter's headquarters in San Francisco, where he was involved in business and product development, Tony Wang is now the head of Twitter's operations in Europe and the General Manager of Twitter UK.

Tony will discuss the impact of social networks and the development of mobile on Twitter's operations and progression, as well as that of the entire marketplace. 


John Earner
Vice President, PLAYFISH

Nathan Clapton
VP of Mobile Partnerships, TRIPADVISOR

Julien Codorniou
Head of Platform Partnerships, FACEBOOK

Facebook Apps & Mobiles: two competing worlds that will never meet?
1- A short debrief on applications that have been highly successful on Facebook

Which applications (rate of use, user typology, generated revenue, etc.)? Everyone is familiar with Farmville, but apart from games and Zynga, what other successful applications are there? How many applications does Facebook host and what is their breakdown by number of users (decile scale)?

2- How can these applications find their place in the mobile world?

What is the reality of the mobile social web? How can Facebook, an integrated development environment, find its way onto Android or iOS, which are different integrated development environments unlikely to accept any form of private subdomain? What sort of world will the merger of the Facebook and mobile universes create?


GBS Bindra
Global Innovation Director, LOGICA

Keynote by GBS Bindra, Global Innovation Director of LOGICA

GBS Bindra, having worked for more than twenty years in innovation, is one of the globe's leading innovators, designing and creating new products and technologies that have helped keep Logica as a worldwide leader in technology development.

 Within his role as the Global Director of Innovation at Logica, GBS is responsible for inspiring and driving Logica's innovation initiatives, aligning these developments with the strategic goals of the company, while working in close proximity with the executive committee.

GBS will share his expertise regarding the technology which will shape and drive the future mobile ecosystem, and the potential and impact that these advancements will have on the marketplace.  


Chris Hewish
Head of Global Interactive, DREAMWORKS ANIMATION

Philippe Rapin
Head of Mobile Development Europe, KONAMI

Achille Coenegracht
Director of Business Development, AQUAFADAS SAS

Adapting Products, Characters, Off  and Online in the Mobile World
  • Which worlds, formats, stories and characters are the most successful when they are adapted for mobile?
  • Games, films or TV series?
  • Which economic models are used for these adaptations? What is the turnover for rights holders? For producers?
3.25 – 3.55 pm Break (demonstrations)

Phil Dixon
Director (VP) Technology, BETFAIR

Justine Ryst
Director of Digital & Licensing, ENDEMOL

Craig Marshall-Nicholls
Snr Director Products & Solutions, JIBE MOBILE

The Revenue-Sharing Model

The revenue-sharing model is a good way to get started in the mobile business without having to allocate a substantial budget for it, recruit a dedicated team, or commit to structural expenditure, at a time when no return-on-investment model has yet proved its worth.

What are the principles of revenue sharing?
Which operators are involved in producing applications? What percentage of expenditure is covered: in full or in part only? What content (videos, games, sports, entertainment, news) and which billing models are best suited to revenue sharing? Micropayment? Premium-rate SMS or MMS? Microbilling systems “Wap Billing Carrier”? What prices are normally charged for this content (average price, top price)?

Example of revenue-sharing applications

  • Type of product/content/service
  • Tariffs and payment method
  • Key to revenue sharing and percentage of production costs borne by the co-producer
  • Long-term commitment by producer/rights holder
  • Who owns the generated user database?


Chris Hewish
Head of Global Interactive, DREAMWORKS

Alex Powell

Olivier Pierre
President, BULKYPIX

Davide Pirola
Founder, JFDP LABS

Moderator :
Frédéric Thuard
EVP, Appannie

TOP 10 Mobile Applications that Generate Turnover
  • Games
  • Widgets
  • Practical apps (battery optimisation, positioning, time…)
  • Sports apps
  • News apps
  • Music apps
  • Film, TV series and programme apps