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The 2016 Agenda: Building A Winning Mobile Product Strategy

The Open Mobile Summit London is Europe’s influential gathering of mobile product visionaries from leading b2c brands that are reinventing the rules of mobile customer experience, engagement and monetisation. Take a look at the 2016 conference agenda below to understand how mobile is distrupting consumer life.

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Day 1 – 27th June, 2016

09:00

09:15

Chairman's Introduction

Chairman: Mark Lee, Co-Founder, Moonshot Product Accelerator

09:15

09:45

Re-Engage with your Old Favourites

Last year 69% of the growth in mobile-app usage came from existing users, this is over 3x as much as last year. The gains to be made from directing your marketing and engagement efforts towards existing users are manifest.

  • Identify that minority of ‘super users’ and their key usage behaviour in order to take full advantage of the opportunity they provide
  • Consider what impact the profile of your users – ‘super users’ and ‘casual users’ – should have on your monetisation model, especially given that the conversion rates from ‘free’ to ‘paid-for’ products remain low
  • Bridge the gap between product and marketing: How can customer-behaviour insights from the product team be used to increase the efficacy of my marketing, and vice versa?

Clement Haider, Senior Product Manager, Shazam

09:45

10:15

The Full Journey: Awareness, Discovery, Consideration, Transaction

The app stores are more crowded than ever before and consumers’ appetite to explore and take risks is decreasing. Take a look at how to push the consumer all the way through the funnel to result in transactions.

  • Explore the full extent of deep links and mobile SEO to bring users immediately into the most valued part of the product, increasing valuable discoverability and engagement upon arrival
  • Discuss how to move a customer from browsing behaviour through to transaction in order to increase conversion rates
  • Close up on the m-commerce and fashion space: How are high value purchases encouraged on mobile? How do you build personalised discovery and recommendation experiences?

David Giusti, Senior Product Manager, Mobile, Lyst

10:15

10:45

IoT: Mobile And The Connected Lifestyle Dream

Mobile has always been thought of as a personal tool. With the rapid increase in connected homes, smart transport and IoT devices, mobile products will soon only be as powerful as the digital entities they are integrated with.

  • Learn how to take advantage of open APIs and educate external stake holders on the benefits of open APIs in order to empower your product by incorporating the functionality of others products and services
  • Explore how to leverage developer portals and create your own using third parties, both as an enhancement and as a distribution channel for your app
  • Hear winning examples of truly integrated mobile-physical experiences, e.g. How mobile can increase real footfall in connected retail

Daniel Richardson, Head of Product Research, JUST EAT

10:45

11:15

Networking Coffee Break

11:15

11:45

Hype to Reality: The Impact of Big Data on Mobile Product

Big Data has been talked to death, but when it comes to understanding how to collect, analyse and make improved product iterations from it; most are still behind.

  • Explore the connection between data science and product development and how the Trainline have been making iterative improvements to their app based on an overhaul of how they analyse their customer behaviour data
  • Understand how to bake mobile innovation into real world infrastructures, such as the rail ticketing network, by identifying the key external data sources and managing real time data
  • Take a look at the data flowing across the wider business, such as customer services, to ensure a full feedback loop between the mobile product and the benefit to rest of the business

Dave Slocombe, Product Owner Mobile Apps, Trainline

11:45

12:15

Solving Mobile Conversion Issues

Tangible goods have been somewhat left behind in the m-commerce revolution. Getting consumers to complete their transaction via their phone has been a friction point. However, in-carrier billing is the tipping point to buck this trend.

  • Explore how carrier billing can be incorporated into m-commerce apps to create a smooth customer journey resulting in increased purchasing success rate
  • Reveal the benefits of ‘phone-on-file’ carrier billing to replace credit cards with phone numbers and understand how to build into the billing back end
  • Hear from Boku the latest innovations in carrier billing and the best types of goods that can be billed in this manner

Jon Prideaux, CEO, Boku

12:15

12:45

Breaking the Walls of the App: Voice and Camera Integration

Gone are the constraints of the traditional UI, as a new world of augmented reality and voice command looms large. Innovative camera, voice and sensor integrations allow the physical world to be brought into the mobile experience.

  • Explore how to exploit a tighter integration with hardware and OS-owned components of the mobile device, including Google Cards, Siri, cameras and movement sensors to boost engagement through visual search and augmented reality
  • Envisage a voice-dominated mobile ecosystem: What does this mean for the app itself and for the traditional access devices, the smart phone and tablet?
  • Prepare your app now for the rise of voice by changing feature names and rethinking the logic involved in navigating an app to avoid lagging behind revivals in the future

Davide Mazzanti, Senior Mobile Product Manager, Home24

12:45

02:00

Networking Lunch Break

02:00

02:25

Combatting Checkout Friction

Lack of customer confidence. Payment declines. These three things all contribute to the checkout abandonment problem; a problem putting $147B at risk in mobile sales. Understand the issues that cause checkout abandonment and how you can solve it to convert more of your shoppers to buyers. Key insights:

  • Details of the Checkout Conversion Index.  A study of 650+ websites and the checkout experience that establishes a model for evaluating a frictionless checkout experience.
  • A review of the Checkout Conversion Calculator.  An interactive tool that helps merchants baseline themselves against the industry and to help pinpoint the elements of their checkout that might be causing Checkout Abandonment.
  • Case studies of merchants across several industries that experience checkout abandonment and steps they have taken to address it

Scott Fitzgerald, SVP Marketing, BlueSnap

02:25

02:55

Jump Starting Enterprise Innovation in Mobile

For the global enterprises innovation does not come easy. But the risk is that antiquated business processes kill big companies. Coca-Cola have taken a unique approach to bring radical digital innovations to Coke’s distribution and marketing processes.

  • Look at why traditional enterprise can struggle to keep up with new developments and how incubating start-ups can save them from becoming another Blockbuster?
  • Understand the brand benefits that can be gained by taking new products to the consumer that are disassociated from the original core brand image
  • Reveal what can other companies can learn from Coke in the dicey game of investing in start-ups and how start-up should approach enterprise when looking for similar partnerships

Marius Swart, Global Director Innovation & Entrepreneurship, The Coca-Cola Company

02:55

03:35

Panel: Going Global: Expanding Beyond Home Territories

All too often companies focus just on what they know – their own market. Learn to back out and take a global perspective on your product and market to increase adoption rates in new territories.

  • Understand how to assess and embrace the diversity that your audience or market offers in order to offer different perspectives and lenses with which to view your product
  • Research methodologies for understanding new markets, encompassing both in-situ research and market-research partnerships to outline the key aspects of localisation
  • Explore how to reach user tipping point in new markets by evaluating tried and tested roll-out approaches, to ensure the required user base for the optimum app experience

Yovav (Jay) Meydad, VP of Product, Moovit
Alice Newton, Head of Product, WorldRemit
Marius Swart, Global Director Innovation & Entrepreneurship, The Coca-Cola Company
Benjamin Retourné,
Lead Product Manager, BlaBlaCar

Moderator: James Pipe,
Senior Product Manager, Deliveroo

03:35

4:00

Building Bridges with the Behemoths of Mobile

Audiences now consume most of their news on mobile phones. How people consume their news on their phones is very different to how they used to read their news. Enter, the major tech platforms that have become the key distributors of news content.

  • Take a closer look into the developing relationship between the traditional publishers, and the Silicon Valley platforms (e.g. Facebook, Google, Apple) to understand the potential benefits (such as AMP – accelerated Mobile Pages) and hurdles of this new economy
  • Explore the impact this is having on publishers’ business models in a world where they have less control and what new revenue models may look like
  • On platform vs off platform. Destination vs Distribution. What will this mean for innovation?

Anthony Sullivan, Director of Product, The Guardian

04:00

04:20

Coffee Break

04:20

04:45

Give Users What They Want, at All Times

It’s time to get to grips with the emerging world of true app personalisation and customisation on a user-by-user basis. Learn how you can make every data point count towards your bottom line.

  • Gain an overview of the methods, including machine-learning techniques and artificial intelligence, that can help you serve the most relevant content to your users and thereby ensure maximum engagement
  • Maximise the lifetime value of your users by tailoring their app experience, speeding up time to end-goal completion while simultaneously encouraging long-term engagement
  • Hear case studies on anticipatory design – assess patterns of typical user behaviour at specific times and locations in order to give the user what they want at each particular juncture, including predictive marketing.

Ramzi Rizk, Co-Founder and CTO, EyeEm

04:45

05:20

Panel: The Elephant in the Room: Making Mobile Fit for Business

Ensuring your mobile product has a purpose in relation to your wider offer – whether desktop, bricks-and-mortar or both – is key to survival in our mobile-saturated world.

  • Explore which key mobile-specific features, have been successfully used by traditional companies that prioritised mobile in order to create entirely new services and revenue
  • Look at the reverse: How and why have mobile-first players successfully launched physical and web products (including brick and mortar stores), to compliment their m-commerce strategy with a fully omni-channel strategy
  • Look at how to ensure that all divisions (e.g. desktop, retail, customer service) see value, rather than fear, in mobile channels by considering how mobile can enhance the performance of all departments

Rakhi Rajani, Global Director, Customer Experience and Design, Travelex
John Greger, Head of Product, Mister Spex
Paul Kinlan,
Staff Developer Associate, Google
Tin Cheung,
Head of Solution Engineering, Braintree
Moderator: Nick Francis, Director - Digital and Mobile, StrataPrime

05:20

07:00

Networking Drinks –Sponsored by BlueSnap

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Day 2 – 28th June, 2016

Day 2 Chairman: Jim Stevenson, CEO, Bletchley Group

09:00

09:30

Content Consumption in a Mobile-first World

Google expands on their open source scheme - Accelerated Mobile Pages – aimed reducing publisher costs when creating content across multiple platforms.

Danny Bernstein, Director of Product Partnerships, Google

09:30

10:00

The 2016 Mobile Landscape Overview

Get a comprehensive overview of the global mobile market in 2016 to assess your most effective next product moves.

  • Take a look at regional differences in device ownership patterns and get the latest of global 4G coverage and rollout
  • Understand consumer usage patterns by looking at content from UX and AppOptix, browser Vs app usage and the rise of OTT platforms for b2c marketing
  • Beyond Smartphones – Look at how the definition of mobile has expanded to wearables, connected cars and more to understand how the IoT impacts immediate mobile product considerations

David MacQueen, Executive Director of Apps and Media Strategy, Strategy Analytics

10:00

10:40

Delivering Mobile Innovation at the BBC

1. From Destination to Service – Giving the Audience What They Want

Delivering a valuable and relevant service has become critical to survival. Find out how BBC Sport evolved their strategic approach and proposition to deliver compelling personalised experiences ahead of a massive summer of sport. 

  • Exploring the impact of digital at the BBC and why personalisation is key to driving deeper engagement and loyalty with Sport fan

  • Discover how BBC Sport are leveraging personalisation to get closer to our users and to drive BBC Sport’s transition from a simple destination to a valued, personalised service

  • Understand how we are using hypothesis driven product development and data-driven decision making to maximise audience engagement and to create valuable digital and editorial collaboration

Justin Barrtt, Executive Product Manager, BBC Sport Mobile App & Connected TV, BBC

 

2. TV and companion screen apps working together: an insight into HbbTV2.0

Over the last three years, broadcasters, TV platform providers, and TV manufacturers have been working together within DVB and subsequently in HbbTV to facilitate companion screen services in the home, allowing a mobile app to understand what is being watched on TV and generate a relevant experience, synchronised to frame accuracy against the TV.  This talk provides insight into this, the possibilities offered by the resulting standards, the broadcaster’s role in this, and the work that BBC R&D is undertaking in this area

Jerry Kramskoy, Senior Technologist, Broadcast and Connected Systems, BBC R&D

10:40

11:00

Coffee Break

11:00

11:30

Going from Meh to Awesome

Spotify has continued to wow its users with never ending product innovations. Hear from Shiva Rajaraman about Spotify’s latest product research and lessons learnt.

  • Hack the full stack: Get the inside scoop on how Spotify have approached product testing using new space and programming layers, to make sure they validate the effectiveness of both new content AND new features
  • Getting to know your funnel: Look at how to instrument your traffic to understand what they were exposed to before downloading your app, in order to grow your active users
  • Hear more about Spotify's vision for the role of mobile in a shared environment, such as the living room. Is it always appropriate for mobile to be the central device in the user's life and when does handover to other devices make sense?

Shiva Rajaraman, VP of Product, Spotify

11:30

12:00

Case Study: The Age of Personal Creation: The Science of AI Products

Personalisation and customisation of digital products is one thing, but creating a product that is able to regenerate itself, in real time, each usage session, is truly remarkable.

  • Understand how JukeDeck have been able to democratise the music generation process by turning art into maths through machine learning, allowing the creation of endless, unique audio content
  • Take a closer look at the process of scaling infrastructure that is needed to create artificially intelligent products, dealing with thousands of concurrent requests
  • What next with AI? Hear how AI could touch on other industries to understand how future mobile and digital products could be reinvented

Rob Reng, CTO, JukeDeck

12:00

12:45

Panel: The Brave New World of Behavioural Analytics

At last, it is possible to understand what your users are doing on your app, but do you really know how to make well-founded product and marketing decisions off the back of this surge of incoming behaviour information?

  • Explore how you can carry out a/b testing of UI changes alongside content changes, and learn to evaluate the effect this has on user behavior through analytics
  • Review the data-driven tools and methods through which you can pin down what your users truly love in order to expand on it and drive higher engagement through a personalized offer
  • Explore ways to classify users into behavioural segments and how the product can be customised for each one – what degree of segmentation represents the sweet spot for your business’ overall marketing and engagement push?

Arthur Maas, Head of UK Product, Delivery Hero
Andrius Baranauskas, Head of Product, Vinted
Ruth Guthoff-Recknagel, Chief Product Officer, Rated People

Moderator: James Stevenson,
MD and Founder, The Bletchley Group

 

 

 

12:45

01:15

The Transition to One Tap for "X" 

The first wave of mobile apps packaged choices available on the web on a mobile device. The next wave, such as Uber, simplified these choices into highly personal experiences with almost no interface, available in one tap when possible. Look at how to condense complex user journeys from the web into simple mobile journeys.

  • Discuss the value of customisation and personalisation versus removing choices and options. Should all apps be reduced to one tap for X?
  • Does it make sense to combine simple one tap experiences with the option to browse and customise?
  • Show real world examples from Delivery Hero's experiments and exploration around mobile food ordering

Arthur Maas, Head of UK Product, Delivery Hero

01:15

02:15

Networking Coffee Break

02:15

02:45

Getting Intimate with your Users

The obvious huge advantage of mobile over desktop is the opportunity to get up-close and personal. Explore what this means from a marketing and engagement perspective when dealing with today’s short-on-time consumer.

  • Weigh up how to take full advantage of the intimacy that mobile offers, without overstepping the line with users’ privacy and sense of personal space
  • Explore the pros and cons of various intimate actions with the consumer, such as push notifications. How can you best market your services through them and when is the right time to use them?
  • Gamification is all the talk at the minute: assess how it could apply to your existing model and help drive users’ long-term engagement with your product

Alice Newton, Head of Product, WorldRemit

02:45

03:20

Panel: Building Successful Mobile Marketplaces

At the very heart of success in mobile, is the ability to create entirely new marketplaces: delivering innovative propositions and bridging supply and demand gaps that were previously unexploited. Easy, right? Hear from Europe’s leading marketplace apps.

  • Discover how mobile enables marketplaces in an unprecedental way by making conversational commerce work through 24/7 availability of parties, tech such as push notifications, supply through camera integration, discovery through geolocation, etc.
  • Understand the limitless potentail that mobile marketplace offer and the possible addressible market for marketplaces as mobile increases accessibility for some audience groups that were not such active desktop users before: developing markets, teens, seniors, anyone who does not rely on desktops at work, etc.

  • Explore how discovery methods of the mobile product differ from that of web based product: positive from new discovery channels through app store promos, negative as long tail inventory does not drive so much discovery as on web

Andrius Baranauskas, Head of Product, Vinted
Viktoras Jucikas, CTO, YPlan 
Eduardo Aguilar,
Mobile Product Manager, OneFineStay
John Boughton,
Director of Mobile, TUI Group 

Moderator: Andrew Humpries, Founder, The Bakery

03:20

03:45

Panel: Getting Your Talent to Go Further

The sheer proliferation of new ideas in mobile has put huge strain on the available pool of talent, resulting in a scrappy race for expensive, unreliable resources. Make the most of the talent on offer and get inventive with alternatives.

  • Build your mobile brand with an eye to tapping into the limited talent pool and retaining it. Consider how traditional companies can compete in the talent race with the mobile-firsts and unicorns
  • Review the options for offshoring aspects of development, including nearshoring within Europe, and identify where physical proximity to developers and testers is indispensable
  • Weigh up in-house and agency-led approaches to development, and establish criteria to distinguish between mission-critical work and processes that can safely be outsourced
  • Explore methods to increase effciency in the product team using methods such as 'Full Stack Product Thinking' to unleash mobile first product development ina  platform agnostic way

Dave Thomson, Head of Product and Mobile, Marks and Spencer
Arne Kittler,
Director Mobile Product Management, XING

Moderator: David MacQueen, Executive Director of Apps and Media Strategy, Strategy Analytics

 

03:45

04:15

M&C Saatchi Mobile Presentation

James Hilton, CEO, M&C Saatchi Mobile

04:15

05:00

End of Day Coffee

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