Agenda
Day One - 2nd September
BUILDING AND MAINTAINING A HEALTHY, ENTHUSIASTIC MOBILE NFC ECOSYSTEM
Registration and Coffee
08.30
Speed Networking
08.50
Chairman’s Welcome
08.55
- Mike Short, Chairman, MDA; VP R&D, O2
The Operators’ Ecosystem Questions Determining the Success or Failure of NFC
09.00
- Where is the money in NFC?
- How big is the NFC pie? What is the operator’s slice of the pie going to be? When will the NFC pie be ready?
- How does this compare to other current projects? If NFC is too long-term then will operators shift their focus in favour of more obvious value-bringing services?
- How positive is the industry following consumer trials?
- Altug Acar, Division Head of Business Development, Turkcell
The Business Model Kinks: How Can They be Ironed Out and By Whom?
09.30
- With the mobile NFC business model not clearly established compared to the credit card model, are players justified in being wary of receiving less than their fair share?
- How serious is the threat to operators’ and financial institutions’ control of their own branding? Are there any case studies in a similar vein which can be learnt from?
- With the telcos’ and banks’ collaboration referred to as "cooptition", how can headway be made without debilitating suspicion or aggression?
- With super-powers such as bank and telcos in the mix, will smaller merchants, transport companies and the loyalty scheme industry be overlooked and left under-funded?
- Mary Carol Harris, Head of Mobile, Visa Europe
What is the Long-Term Role for the Trusted Service Managers?
10.00
- What is the current role of TSMs for the fledgling mobile NFC industry?
- As the ecosystem develops and matures, will trust develop between the services to render TSMs obsolete?
- How can TSMs extend their offering to retain their vital role in the success of mobile NFC?
- Should TSMs concentrate on evolving to specialise in specific NFC areas e.g. transport?
- Chua Thian Yee, CEO, CASSIS International Pte Ltd
What is Required from the Ecosystem for Cross-Industry Mobile NFC Success?
10.30
- Cooperation and collaboration amongst competitors is vital for setting standards and increasing usability for consumers: Is successful "cooptition" possible?
- What figures and projections are retailers and loyalty scheme operators looking for before they can be persuaded to join the bandwagon and educate consumers to the vast array of uses for NFC?
- How is the operator’s role viewed by the rest of the ecosystem?
- Which section of the industry is least enthusiastic about NFC but most desired to join by operators etc?
- Christian Séré-Annichini, Head of New Business Development, SFR
- Dion F. Lisle, Senior Vice President, Growth Ventures and Innovation, Citibank
Networking and Coffee Break
11.15
MOBILE NFC TRIAL CASE STUDIES: WHAT PRIOR EXPERIENCE DOES THE INDUSTRY HAVE TO WORK WITH?
What is Vodafone’s Mobile NFC Viewpoint?
12.00
- What research has Vodafone carried out into the viability of Mobile NFC? What have the results been?
- What are the opportunities and challenges presented to Vodafone by NFC? Do the pros outweigh the cons thus far?
- Stephanie Manning, Chief Engineer, Research and Development, Vodafone Group
How Successful Have NFC Trials for Mobile Payments Services Been?
12.30
- Who are the main drivers for mobile NFC trials and which stakeholders need persuading to participate?
- How great is the communication required? How is collaboration achieved?
- How is trial success measured? Which factors are taken into consideration?
- What changes are required to be made before commercial launches can happen? How will these be tested?
- Dion F. Lisle, Senior Vice President, Growth Ventures and Innovation, Citibank
O2 Wallet Case Study: Managing Ticketing and Payments in Central London
13.00
- How was the trial initiated and how was full cooperation in the ecosystem reached?
- How were challenges which arose during the study tackled?
- Which aspects of the trial were the most effective? Which application of the wallet was the least utilised?
- What has been learnt from the trial and how can this knowledge be leveraged?
- Claire Maslen, Head of NFC Programmes, O2 UK
Networking Lunch
13.30
The NFC Forum: Advancing Near Field Communication
14.30
- The NFC Forum's achievements of 2008: Core specifications and enablement of certified devices
- User cases for NFC and programmes from around the world
- Overview of technology architecture and NFC Forum specifications
- Additional programmes sponsored by the NFC Forum
- Jerome Juvin, NFC Forum and European Business Development Manager - Near Field Communication (NFC), NXP Semiconductors
BEYOND PAYMENTS: WHAT IS THE TRUE POTENTIAL SCOPE FOR MOBILE NFC?
PANEL DISCUSSION: "Payments will not be the Killer Application for Mobile NFC" What is the Full Scope of Possibilities for Mobile NFC?
15.00
- Which sectors are keenly observing developments in Mobile NFC with a view for future involvement?
- Which NFC applications are being touted as the Next Big Thing for mobile and what makes them so suitable?
- What are the most unusual and interesting uses for NFC which have been suggested and are any of them realistic?
- How easy is it for an interested company to join the NFC ecosystem? Could some barriers to entry be easily dismantled?
- Hugh Cockwill, Chief Operating Officer, The Light Agency
- Tommy Jensen, CEO, adeye
- Stephanie Manning, Chief Engineer, Research and Development, Vodafone Group
- Vincent Berge, Co-Founder and General Manager, Mobile Distillery
- Michel Bayings, Contactless NFC (Payment) Specialist, Sr. Management Consultant - Business Innovation,
Logica Management Consulting
French Case Study: Mobile NFC Transport Ticketing
15.45
- An overview of a mobile ticketing case study
- Did passengers understand and easily adapt to the mobile ticketing proposition?
- What changes could be made to further improve the service?
- How will mobile ticketing affect the travel industry: Pros and Cons
- Dominique Descolas, Project Manager (Smart Ticketing & Telecoms), Veolia Transport
Networking and Coffee Break
16.15
The Scope for NFC Applications: Commercial and Not-for-Profit
16.45
- What original uses for NFC are being considered and how do these vary commercially?
- How will NFC applications eventually be able to help businesses? What level of investment will be required?
- What is the time scale for these new applications?
- Saadi Hussain, Head of Commercial Propositions, BT
IMPROVING THE REACH OF MARKETING CAMPAIGNS WITH MOBILE LOYALTY SCHEMES AND COUPONS
Will Loyalty Schemes Find Their Niche in Mobile NFC?
17.15
- To what extent is the loyalty industry excited by the prospect of mobile NFC?
- How will mobile NFC enhance loyalty scheme programmes? What improvements will retailers be looking for in order to invest?
- What trials have been run and how successful have these been?
- What should be the #1 priority for speeding up mobile NFC loyalty schemes?
- Hugh Cockwill, Chief Operating Officer, The Light Agency
WILL THE SMART POSTER PHENOMENON SPREAD WESTWARDS?
UK Case Study: Smart Posters in Action and Other Travel-Centric Innovations
17.45
- What did the Blackfriars Station trial consist of and how successful was it?
- Did consumers adapt easily to the NFC concept or was there some confusion?
- Would NFC be considered as part of the marketing mix if ownership of NFC-enabled phones increased to a critical mass?
- How else can NFC be utilised in and around London’s transport system? Are advertisers interested?
- Dr Janko Mrsic-Flogel, Head of Mobile Innovation, Transport for London
Display and Play NFC Demo Session With Networking Drinks
18.15
Day Two - 3rd September
NFC-ENABLED MOBILE DEVICE FOCUS: WHAT DO THE MANUFACTURERS THINK?
Speed Networking
08.30
Chairman’s Opening Comments
08.55
- Alex Rolfe, Editor, Mobile Payments World
What Do Handset Manufacturers Think of NFC and the Current Situation?
09.00
- Have the Standards Agreements affected the manufacturers’ NFC plans to their advantage or disadvantage?
- Before users can participate in a commercial launch they will need an enabled handset: Are operators prepared to subsidise these?
- Will only specific handsets be NFC-enabled or will, like cameras, the capability become widespread over a short time in the developed markets?
- Nick Mirza, NFC Business Development Manager, EMEA, Nokia
Presentation tbc
09.30
NFC Mobile Devices and NFC Acceptation Points - Market Penetration Strategy
10.00
- NFC devices and SIM cards (SMX vs. SWP)
- Applying the right pressure in the right areas
- Proprietary vs. Open NFC solutions
- How to overcome the Chicken & Egg syndrome
- David Brendl, m-Commerce & NFC Product Development Manager, Telefonica O2 Czech Republic
MOBILE NFC CONSUMER TRACTION AND USER-EXPERIENCE
Why are Consumers Interested in NFC and How Can the Industry Meet their Expectations?
10.30
- NFC trial press coverage has excited consumers but do they still have concerns and reservations?
- Amongst the consumers who are interested in NFC, which aspects do they find the most attractive?
- Are the consumers’ interests in parallel with those of the NFC industry? Are there any anomalies which need to be addressed?
- Consumers and/or Prosumers: Which groups are the most interested and how should this be approached?
- Who are consumers looking to as providers of NFC services: Service providers or operators?
- Francesco Iarlori, Business Development, Marketing & Sales Strategies, ICT Advisor - Journalist
- Claire Maslen, Head of NFC Programmes, O2 UK
- Dominique Descolas, Advisor Research-Innovation and Sustainable Development, Veolia Transport
- Michel Bayings, Contactless NFC (Payment) Specialist, Sr. Management Consultant - Business Innovation,
Logica Management Consulting
Networking and Coffee Break
11.15
Preparing the Market for Mobile NFC: Educating Users to Manage Expectations
12.00
- Infra-red and Bluetooth failed owing to lack of consumer education. How can the market be prepared to prevent Mobile NFC joining the ranks of mobile service dead ducks?
- Addressing usability concerns:
- Will there be preference settings e.g. in the case of a user having two credit cards enabled?
- How easy will applications be to download and, more importantly, control?
- Should user interfaces be standardised to simplify the user experience to encourage mainstream acceptance or are consumers more techno-savvy than we think?
- How will NFC phones behave and how will people with NFC phones behave? How can the two be combined for successful commercial launches?
- Christian Séré-Annichini, Head of New Business Development, SFR
WHAT ARE CONSUMERS’ SECURITY CONCERNS AND HOW SHOULD THEY BE DEALT WITH?
Addressing Consumer Fears and Reassurances for Security Concerns
12.30
- How many bank cards are lost per annum versus how many phones are lost per annum?
- In the event of losing a "mobile wallet" consumers will contact their operators, and then their bank/credit card companies. Are the operators/banks etc. prepared for this?
- How easily will operators/banks be able to disable NFC payment capabilities? Will this vary according to the number and range of payment accounts/applications on the phone?
- Will consumers stand to lose money and/or privacy in the event of losing a "mobile wallet"? Is this risk manageable or insurable?
- Geoff Barker, Strategic Propositions Manager, Mobile Payments, CPP Group Plc
Avoiding the Scenario Where Mobile NFC Security Concerns Outweigh the Benefits
13.00
- Are mPayments and identity applications on the mobile device or UICC secure enough?
- Are fears of signal amplification and encryption unscrambling exaggerated? "Wireless brute force" may be profitable for a car... but a phone?
- Mobile devices can never be tamper resistant so will they always be the weak link?
- Is the industry preparing to provoke a fresh storm of criminality or are security fears relatively unfounded?
- David Rogers, Industry Relations Manager, OMTP Ltd
10 MINUTE AUDIENCE DISCUSSION: NFC-Enabled Mobile Phones and Their Practical Implications
13.30
- How will users’ ineptitude at maintaining a full battery affect the success of mobile NFC?
- Who will users contact if e.g. an NFC train ticket fails to work at the train station? Who should users contact?
- "I’d be terrified in case I lost my phone" Is a mobile wallet just too much responsibility for most people?
Networking Lunch
13.40
MOBILE NFC TECHNOLOGY FORUM
Why is There a Need to Define Open and Interoperable Standardised Technology Using Non-Proprietary Technology?
14.40
- To what extent are proprietary solutions a barrier to uptake?
- Would standardisation and one common platform enable consumers to download all the NFC applications simply?
- Should Mifare applications be universally supported?
- Martin Gruber, Marketing Director MST AFC, NXP Semiconductors
How Can NFC Services be Improved by Refining the Technology?
15.00
- How to distribute and manage contactless (NFC) services over the air, remotely?
- How to manage multiple applications in the handset in a secure, still user friendly manner?
- Peter Parkanyi, Project Coordinator, StoLPaN
Choice of the Secure Element?
15.20
- What are use cases for different kinds of secure elements and who is in the "driver seat" of selected use cases
- The beauty of NFC phones comes from the secure element, but which parties have to be involved to enable applications on the secure element?
- Christian Weitzrel, Giesecke & Devrient
Networking and Coffee Break
15.40
Round Table Discussions
16.00
- What is the most pressing issue which needs to be addressed affecting mobile NFC technology?
- How can the ecosystem help developers with the advancements required?
- What are delegates’ ideas for new mobile NFC applications? How would these work and could they realistically be implemented?
Chairman’s Closing Remarks
16.45
End of Conference
17.30
