New Digital EconomicsExecutive Brainstorm
9-10 November 2011, Guoman Tower Hotel, London
Harnessing personal data to revolutionize customer engagement
0830 - 1715, Thursday 10th November 2011, Guoman Tower Hotel, London
Co-located with Telco2.0 I Cloud2.0 I M2M2.0 I Digital Entertainment2.0
"93% of strategy execs said that exploring new business models is as important in this current economic climate as cutting costs and retaining customers."
STL Partners Brainstorm Participant Survey


M-commerce (commerce enabled by mobile connectivity) now amounts to far more than purchasing ringtones and other digital content using a handset. So-called SoLoMo (Social, Local and Mobile) Internet services are using the huge volumes of personal data being captured by smartphones to engage with consumers in innovative and potentially compelling ways. At the same time, new intermediaries are looking to give consumers greater control of their digital identities and personal data to help them realize the economic (and social) value of these latent assets. These trends, and the technological and commercial innovation associated with them, open up many new – and potentially disruptive - opportunities and threats across multiple sectors (retail, advertising, banking, telecoms, media and technology) and have significant policy implications for government, regulators and 'civil society' in general. Data is becoming so important to social-economic development, it has even been described by some commentators "as the oil of the 21st Century." Building on the World Economic Forum's 'Re-thinking Personal Data' project, this Executive Brainstorm brings together specially-invited senior executives, experts, entrepreneurs, investors and government representatives to explore 'M-commerce 2.0'.

Format and Draft Agenda (5 sessions spread across 1 day)
Each session uses STL’s ‘Mindshare’ interactive format to achieve pre-set learning goals. The sessions comprise short stimulus presentations (new research, case studies or use cases), structured small group discussion on round-tables, panel debates and instant voting.


  • M-commerce 2.0 - Redefining consumer engagement: how the mobile Internet is changing consumer behavior, the emergence of new multi-screen ecosystems, the evolving legal climate and the significance of new technologies, such as HMTL5, NFC and cloud computing.
  • Advertising and Marketing 2.0 - Using personal data to drive highly-relevant, timely and interactive consumer engagement
  • Content & Application Delivery Networks – How CDNs can turbo-charge cloud services
  • Payments 2.0 – Sustainable business models that grow the whole ecosystem
  • Apple, Google, Microsoft, Amazon, the Great Game – Who will win out in the fast-evolving digital economy, and how to cooperate with them?


0800 Registration Open

0830 Welcome, Introductions & Warm Up

  • Facilitator: Simon Torrance, CEO, STL Partners

0900 Advertising and Marketing 2.0: Exploiting the true power of Social, Local and Mobile

Introduction / Background – Click Here

Key objectives of this session

  • Understand the value of new methods of mobile-based commerce
  • Explore the opportunities to leverage customer data to create new advertising models
  • Share best practice in location-based services and m-commerce


  • Executed well, personalised, cross-platform advertising, integrated with offers and innovative payment services will be welcomed by consumers.
  • Google, Apple and Facebook are building strong positions in the nascent personalised advertising market.
  • Media companies can use the personal data captured by mobile handsets to offer tailored content services, while enabling advertisers to target very specific and localised audiences
  • Search and maps-based local commerce services will grow rapidly as smartphones and tablet computers proliferate.

Key questions to debate

  • How will the m-commerce market evolve?
  • How quickly will it disrupt traditional advertising and payment models?
  • What kinds of personalised marketing approaches best leverage mobile capabilities?
  • What kinds of integrated m-commerce use cases will be most successful in the future?
  • Are the Internet companies going to dominate this market, consigning telcos and content companies to ancillary roles?

Presenters and Panelists
Short stimulus presentations x 3, followed by debate with participants using our ‘Mindshare’ interactive technology, followed by a panel discussion (with 2 additional panellists):

  • David Gosen, European Managing Director, Nielsen
  • Nicolas De Cordes, VP Marketing Vision, Orange Group
  • Alistair Goodman, CEO, Placecast
  • Tim Sefton, Director New Business Development, Telefonica O2 UK
  • Mary Carol Harris, Head of Mobile Market and Business Development, Visa Europe

1030 Break (and Exhibition)

1100 Personal Data 2.0: Leveraging a new class of social and economic asset

Introduction / Background – Click Here

Key objectives of this session

  • Create a shared understanding of the commercial opportunities from creating ‘trust frameworks’ that put users in control of their personal data
  • Share latest output from the World Economic Forum’s Re-thinking Personal Data project
  • Showcase innovative companies and developments in the Personal Data space
  • Assess the potential of these activities to support or disrupt existing industries


  • Laws and regulations relating to Personal Data are out of step with consumer behaviour, market requirements and technological development
  • Giving individuals control over their personal data will create a radical shift in the way private and public sector organisations interact with consumers/citizens
  • Innovation will be driven in large part by start-ups, but there are big opportunities for major corporations and local government wishing to play a prominent role in this emerging space
  • Trusted brands like telcos and banks have a golden opportunity to take advantage of the emerging Personal Data market, but will be too cautious and miss out

Key questions to debate

  • What method of communicating the social and economic value of Personal Data will work best with industry and government?
  • What do the new business concepts and developments on show in this session mean for established companies?
  • What are the best ways to engage consumers/users and other players in the Personal Data ecosystem?
  • Where will the smart investment money go in this market?

Presenters and Panelists
Short stimulus presentations x 3, followed by debate with participants using our ‘Mindshare’ interactive technology, followed by a panel discussion (with 2 additional panellists):

  • William Heath, Founder & Chairman, Mydex
  • Kaliya Hamlin, Founder, Personal Data Ecosystem Consortium
  • Marcel Van Galen, CEO/Founder, QIY
  • Luk Vervenne, CEO, Synergetics
  • Herve Le Jouan, CEO, Privowny
  • Richard Benjamins, Director of User Modeling, Telefonica Digital

1230 Lunch

1330 Content & Application Delivery Networks: New Mobile and Federated CDN/ADN Opportunities

Introduction / Background - Click Here

Key objectives of this session are to explore:

  • New developments in mobile content delivery networks, app prioritisation/acceleration and quality of experience
  • Federated content delivery networks in practice
  • Industry confidence in telcos’ overall CDN prospects, and specifically mobile and federated business models


  • Telcos are looking for ways to improve quality of experience for their data users, while lowering costs
  • Operators are also hoping to find new revenue sources from enabling partners to deliver content or application to end-users more effectively
  • The opportunities and challenges of mobile and fixed ADNs/CDNs are very different
  • Federating Application Delivery Networks (ADN) and CDNs is one possible way for telcos to compete with CDN global players
  • There is no ‘one size fits all’ strategy for operators, although the need to reduce costs and improve quality for customers is common

Key questions to debate

  • How is the CDN/ADN market evolving?
  • Who are the major players and what do they do?
  • What roles should telcos take in the evolving CDN/ADN market?
  • Should operators be building their own CDN and ADN platforms, or allow incumbent Internet CDNs to extend their reach into their networks?
  • What do the timelines for implementation look like?

Presenters and Panellists

  • Dean Bubley, Senior Associate, Telco 2.0 Initiative
  • Paolo Campoli, Head of SP Architectures & CTO, Cisco

1415 Digital Money 2.0: New Business Models at the intersection of offline, online and mobile

Introduction / Background - Click Here

Key objectives of the brainstorms

  • To clarify the strategic opportunities within the emerging global 'Digital Money' market
  • To share latest innovations and case studies of success/failure from around the world
  • To explore the opportunity of leveraging 'personal data' to create new business models
  • To help understand how the ecosystem will develop, roles of different players and how to manage non-traditional partnerships
  • To determine how best to 'grow the pie' for Digital Money for the benefit of all

Hypotheses to test

  • Purchasing transport tickets will be a leading-edge application, so speed and ease-of-use in consumer solutions are absolutely key
  • There will be a battle royal between the Internet players and telcos for 'control points' within the Digital Money value chain
  • Digital Money will grow, driven by Internet players and telcos eager to capture more transactional data online and offline
  • Mashing up contextual, real-time Personal Data with other data can stimulate new business models. Telcos have a unique role in this space.
  • Vendor fragmentation, user confusion/apathy and poor regulation will delay mass-market adoption in many countries
  • Any solutions that depend on new handsets will be slow to take-off

Key questions for debate

  • Studies make it clear that consumers around the world see the potential value of Digital Money. So how can we build a vibrant ecosystem that directly addresses consumer needs
  • How can co-opetition be managed such that the success of different players in the market supports others?
  • How can we leverage related developments from around the world that are already getting traction - such as EMV chip card, SEPA and Identity standards - to create market enablers?
  • How can we use mobile strong authentication capabilities to strengthen the security of and trust in the offline/online payment scenarios?
  • How can payments facilitate the world of new services enabled by NFC?
  • How could real-time personal data be leveraged in the short term in the Digital Money space?

Presenters and Panellists
Short stimulus presentations x 3, followed by debate with participants using our 'Mindshare' interactive technology, followed by a panel discussion (with 2 additional panellists).

  • Charmaine Oak, Senior Associate Analyst, Digital Money, STL Partners
  • Thomas Gregory, Head of Digital Payments, Barclaycard
  • Stefan Reinhardt, SVP Sales, ClickandBuy (a Deutsche Telekom company)
  • Daniel Angel, Head of Mobile Payments, Everything Everywhere
  • Johan Lindstrom, Business Leader, eCommerce Payments Europe, Mastercard Worldwide
  • Innovators Showcase; Janos Koka, Chairman and CEO, Cellum

1615 Amazon, Apple, Facebook, Google, Skype - the Great Game

Introduction / Background - Click Here

Key objectives of this session

  • To establish how the distribution of profits is shifting in the TMT sector
  • To explore what telcos can learn from the leading disruptors
  • To identify the size of  the threat presented by the disruptors to telcos’ core business
  • To identify opportunities for telcos to co-operate with the disruptors for mutual benefit.


  • The big five disruptors typically have stronger brands than the leading telcos
  • Unlike telcos, the big five disruptors are trusted by investors to spend heavily pursuing new growth opportunities
  • Apple’s and Google’s strength in the smartphone and tablet markets means they are well-placed to lead the rapidly evolving mobile commerce market.
  • Amazon, Apple, Facebook, Google and Skype are each building potent two-sided platforms that leave them well-placed to act as brokers between businesses and consumers
  • Telcos can learn a lot from the net giants’ single-minded focus on the consumer experience.

Key questions to debate

  • What is the overall ‘Great Game’ - the battle for power between the new rival empires (Apple, Google, Facebook, telcos etc.) – and how will it play out?
  • Will iOS and Android carve up the smartphone and tablet OS market between them?
  • How will the “patent wars” impact the balance of power in the mobile ecosystem?
  • How can telcos exploit the growing conflict between the disruptors to their advantage?
  • How will HTML5 alter the balance of power in the great game?

Presenters and Panellists
Short stimulus presentations x 3, followed by debate with participants using our 'Mindshare' interactive technology, followed by a panel discussion (with 2 additional panellists):

  • Horace Dediu, Associate Analyst, Mobile Platforms, Telco 2.0 Initiative
  • Keith McMahon, Senior Analyst, STL Partners
  • Chris Barraclough, Chief Strategist, STL Partners
  • David Gosen, European Managing Director, Nielsen

1730 Close


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