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The 2016 Agenda: A Winning Mobile Product and Marketing Strategy

This agenda has just been released and we’re currently selecting the industry’s brightest minds to speak. If you’d like to get involved, please email helen@openmobilemedia.com

Day One, 29th November - 7:30am - 7:30pm

PLEANARY KEYNOTE PRESENTATIONS

The Decline of Mobile Apps. What Next?

The reality is that app adoption has begun to slow significantly. Smartphone users are comfortable with a small core of daily apps (about a dozen) that support key functionalities. So, what next?

  • The rise of the big apps – look at the rise of the major apps taking on more OS functionality and offering a wider range of services, e.g. Uber within Facebook, discuss the likelihood of the app ecosystem consolidating to a handful of major players
  • Are chat bots bigger than apps? Chat bots - artificial intelligences that can engage in conversation via a text messaging platform – are not new but have now become a lot smarter. How are brands looking to use them as the next customer experience platform?
  • IoT – The digital to physical gap is not only getting narrower but also ever more important for a successful customer journey. Take a look at some of 2016s best brand case studies

Networking Coffee Break

Transforming Traditional Brands: Blending Physical and Digital

The transformative process to ‘mobile and digital’ has impacted some of the best-loved brands the hardest. For traditional brands sorting the hype from reality when it comes the potential of mobile is costly but offers huge advantages.

  • It is not all about mobile! Look at the full omni-channel product picture and understand how mobile services can be used to enhance the core services
  • Look at ways to deliver new value to the customer through integrated connected services throughout the product life
  • Wade through the multitude of omni-channel analytics and performance data to get a clear picture of the services that make a quantifiable difference to your customer experience

Networking Lunch Break and Lunchtime Workshops - to run your own lunchtime workshop contact david@openmobilemedia.com

Be the first to see the list of speakers – Click here to download the brochure now
TRACK 1 – MOBILE PRODUCT STRATEGIES TRACK 2 – GO TO MARKET AND APP ENGAGEMENT

Must-have Apps: Reengaging your Users

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?

Making an App go from Zero to Hero

Launching a new mobile product and getting noticed, whether it is an extension of an existing brand or entirely new, is getting increasingly harder.

  • Findability: get app store optimization right from the beginning
  • Walk through the dos and don’ts of growth hacking
  • Leverage mobile web to capture the customer before moving to a loyalty-based app experience

Deploy Machine Learning to Improve the Customer Experience

As a modern brand you are now collecting a lot of data about users from a number of touch points – giving a true, holistic view of the customer. Discuss how machine learning can deliver a personalized app experience.

  • Look at how the app’s feature, content and layout could be altered according to the users’ previous brand interaction and buying history
  • Explore how far along the system is with its ability to learn and respond – what does this tech progression look like?
  • Discuss app personalisation steps that can be implemented before full machine learning is introduced such as self-identification

The Fluid App Experience: Acquisition, Activation and Retention

Marketers now recognize that their consumers use multiple devices at different times throughout the interaction with their brand. This means that user behaviour evolves throughout the lifecycle of an app. How do you keep users coming back?

  • Enable the customer to enhance their daily physical environment by using contextual, social and personal data to create more targeted, relevant mobile app experiences
  • Explore how to market fluidly between the app lifecycle stages (acquire, engage, grow) to create a positive, enriched, personalized experience throughout the app user’s journey
  • Discover a more people-centric marketing approach: Improve your knowledge of your target audience by combining device linking, location-based marketing, and analytics to engage at the right moments and ultimately drive mobile growth

Networking Coffee Break

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, mobile SEO and progressive onboarding tips 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?

Get Inspired to be More Creative with Mobile Advertising

As marketers, and their agencies, increasingly invest in the mobile channel striking the balance between data-driven targeting and creativity remains a challenge. We discuss the implications.

  • Discuss how to creatively enage the user on mobile using combinations of features such as video, sound and gamification to drive ROI
  • Combine art and science by using formats that trigger results both behaviourally (in terms of interactions, App Indexing and clickthroughs) and attitudinally (in terms of brand recall and purchase intent), whilst controlling traffic fraud
  • Data or creativity? No need to choose. Consider a cross-device marketing strategy to maximize segmentation and creativity

Monetization: Validate the Value of Mobile by Pushing Users to Convert in-App

Building a mobile app these days is easy. However, monetizing that same app has become nearly impossible. Whether you are pushing for users to convert or looking for alternative revenue streams such as advertising, your mobile product has to generate revenue to survive.

  • Getting consumers to complete their transaction via their phone has been a friction point, especially with physical or high value goods.
  • Reawaken the experience from browsing behaviour through to transaction and boost conversion rates
  • Get the timing right: Look at key periods of the day to encourage users to transact via mobile
  • Explore carrier billing and payment options – What is the best, and simplest, way to pay? What role will biometrics have?
  • Will we see customers overcome their internal anxieties and make bigger purchases via mobile?
  • Strike the balance between a simplified one-tap-approach and a full range of options and choices in terms of conversion rates

The Era of Engagement Marketing: Hear Case-Studies and Success Stories

The internet changed how products and services are marketed; from mass marketing to transactional marketing. With the growth of social and mobile, a bigger shift is happening now towards a new Era of Engagement Marketing that is focused on building lifelong relationship with your customers.

  • Learn how to achieve continuous engagement across multiple channels based on who the customer is and what they do and look at how to continue this over time
  • Hear case studies about brands that have managed to reengage their existing customers with new, targeted digital experiences
  • Content consumption: explore how to deliver the content medium that your users specifically want to digest

Have We All Become a Bit App-Happy? The Resurgence of Mobile Web

Brands have spent time and money focusing on apps – making them the priority mobile product. Now it’s time to realistically look at the customer journey and explore how your users interact with your brand.

  • With apps being further simplified, it’s important to look at what can be done with mobile web (basic html and javascript)
  • Look at the user journey from initial capture (more often on mobile web) and how to move through to app experience for loyal customers
  • How do you tie content that is presented in an app on a non-standard browser – deep link and smooth transitions

Exploit Marketing Analytics to Build a Multidimensional View of the Customer

  • If you’re engaging the consumer across multiple channels, understand the important data metrics to consider
  • Leverage data to understand people's daily habits and rituals to help create more relevant messaging and targeting
  • Use your audience data to segment according to behavior and activity to create authentic, flexible, personalized messages
  • Examine the real alternatives of cookie gathering on mobile (e.g. location data) and find new ways to track customers cross-platform and accurately identify cost per download
  • Associating Value: Find out how to delineate mobile performance and make the case for mobile investment
Be the first to see the list of speakers – Click here to download the brochure now

Stay in touch for 2016

Day Two, 30th November - 7:30am - 4:30pm

PLEANARY KEYNOTE PRESENTATIONS

The Age of the Bot: Applied Artificial Technology

Artificial Intelligence is not new, but the underlying technologies have reached an inflection point. AI is entering a commercialization phase and every product and industry sector is being reimagined using an AI­ first approach

  • Explore how brands and customer experience can keep a personal touch in the age of machine interaction and bots in order to make sure that brand integrity is upheld
  • Identify the UX design that enables in-depth, natural customer communications
  • Hear winning examples of how brands are integrating bots – what does it look and feel like?

Networking Coffee Break

Ad Blocking on Mobile: Consumers Push Back

At least 419 million people (22% of the world’s 1.9bn smartphone users) are blocking ads on the mobile web. Adblocking is now the most hotly discussed topic in the digital media industry. Many publishers and advertisers have hoped that mobile platforms and walled gardens would offer a refuge from adblocking…but that is unfortunately not so. There is a silver lining though – what does this mean for advertisers and publishers?

  • Look at how the brands/agencies will need to adapt their content, placement and ad strategy to continue to attract users
  • Understand the value of advertising to publishers and how to adapt subscriptions models to encourage the reader to consumer advertising

Networking Lunch Break and Lunchtime Workshops - to run your own lunchtime workshop contact david@openmobilemedia.com

Be the first to see the list of speakers – Click here to download the brochure now
TRACK 1 – MOBILE PRODUCT STRATEGIES TRACK 2 – UX, DESIGN AND NEW TECHNOLOGY

Moving from Bricks to Clicks

Retail reinvention is not a simple process, and it’s also a slow process. There is still huge debate as to whether online or in-store is the better performing channel. The rise of mobile has recently added a new level of complexity to the process of retail reinvention.

  • Look at the importance of omnichannel solutions in regards to increasing consumer spend
  • 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

Developing a Cross Platform Strategy: Designing Beyond Mobile and Desktop

  • Explore how are companies are dealing with an expansion of devices, such as connected TVs, home hubs, where do you draw the line for platform design and how do you streamline the design process
  • Get to grips with the importance of offering a seamless transition, so users can perform a task on device and finish it on another
  • Take a closer look at how the UX can be designed to reduce user frustration when they switch between devices as well as encouraging the user to change device or use them simultaneously to enforce one another

Validate Your Product via Behavioural Analytics and Testing Methodologies

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
  • Examine 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?
  • Once you’ve got an app full of content how do you logically and fairly validate the effectiveness of the content and layout features?

Make the Most of Each Platform: Designing for Android vs IoS

It’s the ultimate question but how do you design an app in a UX and UI that is optimized for the IoS user vs the Android user?

  • Dig into the material differences between user interfaces and functionalities of the two platforms
  • Assess the behavioural differences of the two platform users - do some industries favour one OS over the other? And what impact does it has on conversion rates?
  • Put the platform at the heart of your design: Assess the usage, limitations and user differences between the two platforms and create a UX with that platform at the front and center of your design template

Networking Coffee Break

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

The Future of Voice: What Next?

Now that Siri, Alexa and OK Google have become commonplace, where do we go next? Another perfect storm of market conditions is brewing for a second wave of virtual personal assistants and conversational interfaces, exceeding the first in both intelligence and pervasiveness.

  • The Rise of the Machines: Assess the impact of devices like Amazon Echo and its pervasive intrusion into the consumer’s life in terms of the opportunity to speed up search and give brands a deluge of new data
  • The next user interface: How do natural voice and language make it more accessible? Where are we with natural language

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
  • Explore methods to increase efficiency in the product team using methods such as 'Full Stack Product Thinking' to unleash mobile first product development in a platform agnostic way

IoT: Closing The Physical To Digital Gap

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 stakeholders 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

Product Considerations when Designing for the Enterprise

When building products for enterprise usage there are a number of key considerations to evaluate to ensure a robust, business ready app.

  • Take a look at the security concerns and requirements that enterprises will want your app to comply with such as the data encryption level whilst data is in transit, to ensure that your app is fit for business usage
  • Explore the increased emphasis that should be put on product testing and user feedback and evaluate how much product direction should be determined by the customers
  • Discuss the best way to integrate into other existing business tools and products e.g. API strategy, to ensure maximum value to the enterprise
Be the first to see the list of speakers – Click here to download the brochure now

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