Program

Despite explosive growth in mobile device adoption, the mobile economy still falls short of its potential. To improve mobile revenue and profits for everyone, it’s critical for all of the players in the ecosystem — carriers, operating systems, application developers, chip designers and equipment makers — to find new ways to communicate, collaborate and interact. Here are the main areas they need to do so:

1.The Mobile Experience: Platforms and Design

Track A Talking points:

What are the biggest barriers to innovation in mobile Platforms today, and what changes should we push for in the next few years to overcome them?

  • Operating systems (OS) need differentiation, and user experiences within the OS must be unified. Services need to be desirable across OS platforms, and yet show unity across them. What do we do to appropriately and efficiently differentiate our services and bridge platforms to deliver an amazing user experience? What do we need from the OS platforms to make this possible?
  • What are the barriers that platforms have created that impede great end user experience? What data could OS platforms deliver to enable companies to offer a better customer experience?
  • How do you design for an “organic” vs. a “transactional” mobile experience?
  • What’s an ideal first run experience for an app?
  • What will it take for app notifications and push notifications to become part of a healthy flow into and within the app experience?
  • Users have multiple devices (on multiple platforms) they use throughout the day. Should your app have cross device consistency?
  • Will user experiences improve dramatically if apps can do a better job of passing data amongst themselves within the OS?

Track B Talking Points:

What are the mobile UI features today that are most ripe for innovation, and what changes should we push for in the next few years?

  • OS’s own the in app payment experience. However some are better than others. What design enhancements are needed in the systems / business models that would help enable a cleaner customer experience and better monetization.
  • What are the barriers that platforms have created that impede great end user experience? What could we do together to overcome these challenges?
  • What data could OS platforms deliver to give companies the ability to have a better customer experience?
  • When will voice UI reach mainstream commercial maturity? What about gesture recognition? What are ecosystem needs to help accelerate the adoption.
  • Can a new OS platform emerge solely on the back of a superior UI?
  • User experiences will improve dramatically when apps do a better job of passing data amongst themselves within the OS.

2. Can mobile monetize?

What are the three most promising areas the industry should harvest in order to deliver revenue to app developers, and how do brands and marketers play in here?

Track B: Exchanges, Ad Networks, Analytics and App Store optimization

  • What are the analytic metrics the ecosystem needs to be aware of to drive downloads, engagements, and better business? Are developers fully aware of the data they can access?
  • How do the big tech companies fit into the mobile monetization ecosystem?
  • How is monetization different across mobile platforms? What causes these differences and will they persist?
  • What are the major catalysts that will drive mobile advertising?
  • There is a massive disconnect between ad dollars spent on mobile and user engagement on mobile. Where do we stand at that curve today?
  • Can the ecosystem be made less complicated, should we care?
  • What are the major catalysts that will drive mobile advertising, to parity with web adverts?

Track A: User Acquisition

  • What is driving user acquisition trends today? How are developers dealing with discovery? Is there more innovation and progress to be made here?
  • How do publishers/developers balance engagement and ads?
  • Are Free and Freemium still viable and important business models? If so, explain a successful model, and how it can be replicated.
  • What kinds of “offers” are best received by consumers?
  • Will brand advertising dollars supplant performance/user acquisition dollars in 2013?

3. Mobile Commerce – the rise of context and personalization

What are the three most promising areas where smartphones can reshape the purchase of physical goods?

Talking points:

  • Is ‘show-rooming’ a real trend? What are retailers doing to harness this? Can they turn it to their advantage?
  • What tools are developers and brands using to harness mobile for commerce? Does geo-fencing hold promise? Couponing?
  • How can small businesses tap into this? The GPS in phones should be able to drive traffic to the most local retailers, but how can they participate? Is there room for a new player here?
  • Will Amazon dominate mobile retail as it does PC Internet retail, and what does that tell us about the importance of “scale” in mobile commerce and how the playing field will balance accordingly?
  • Is there an easy way for developers to tap into this?
  • If NFC is overhyped, as some people say, how important are the other protocols and players in defining the future of mobile commerce?
  • Is Apple’s dominance in app store with nearly 500 million itunes accounts with credit cards, a silent tsunami? Is passbook a trojan horse to physical goods payments?

4. The Future of Infrastructure

Todays consumers have an insatiable appetite for more bandwidth. What is the future of infrastructure in an “always on” society, and how can we create an ecosystem where consumption = more revenue and not just greater cost.

Talking points:

  • Have the operators finally become just conduits, or do they have capabilities with mass appeal to the mobile community.
  • Is there a way to transition out of silo’d business models into a win-win-win scenario for Apps, Infrastructure, Operator, and Handset providers?
  • The back and forth dominance of carriers vs. handset manufacturers is this a good thing for the community?
  • Is there a low-cost way to provide an LTE experience to rural America?
  • Is WebRTC the next evolution of “the Network” or just another fad. What is the business benefit for all?

5.The Mobile as remote control for life

Beyond web surfing and messaging, what are the three most promising areas mobile devices can control life in the physical world?

Talking points:

  • Where do mobile devices sit in the home today? How are people using smartphones or tablets in the home? Controlling TVs? Thermostats? Alarm systems?
  • The digital living room is a complex ecosystem with many different parties playing a role. How do we get them to work together? Do we need new standards or can individual companies drive the rest?
  • Will consumers be comfortable putting this much control into the hands of device makers?
  • How does the industry foster more apps for ‘remote controlling’ daily life?
  • How do we connect legacy equipment like refrigerators and alarm systems to smart phones? Or does this process have to wait for a gradual rebuilding of home networks?
  • Beyond the home, how are manufacturers and other enterprises connecting their operations for mobile control?

6. What’s next for enterprise?

What are the types of next generation mobile apps and services that will provide the most value for the enterprise?

Talking points:

  • Enterprise mobile trends are moving quickly. What problems have been settled and what remain open questions, and what are the tools that will help address them?
  • Will mobile enterprise devices have dual personalities or will we continue to have one device for personal use and one for work? If the former, what is the best way to do this, i.e, on the app level, or network level? What technologies are interesting here? What needs to be developed? Where’s the opportunity for collaboration?
  • In Silicon Valley, we often talk about Mobile Device Management (MDM) as a settled subject, and we are now looking for what comes next, but where do we actually stand in MDM adoption? And what is needed in MDM to spur progress? What are enterprise customers and CIOs looking for at this moment?
  • What other apps and services (often driven by consumers?) will empower mobile workforces?
  • Will IT’s moves to protect enterprise from from BYOD trends be enough in itself to spur growth?
  • How secure can we really make mobile devices? How do enterprises balance the demand for mobility and the need to protect their data and networks?

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