The document is an agenda for the "Mobile VAS & Applications" event taking place on November 8, 2010 in São Paulo, Brazil. The event will focus on value added services and applications in Latin America, with speakers and panel discussions on topics such as application stores, mobile marketing, payments, and location-based services. The agenda lists the schedule of presentations and panel discussions throughout the day.

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A South Cone Focused
Version From the
November 8, 2010
Successful Series Pestana São Paulo Hotel • São Paulo, SP - Brazil
The One Event in Which You Can Witness and Take Part in Focused,
Deep and Strategic Discussions about the Value Added Services and
Applications Market in Latin America Event Languages:
Portuguese
Spanish
Hear from Operators from: Brazil, Argentina, Chile, Uruguay & Paraguay
www.mobilevasforum.com
Produced by: Media Partner:

2. Agenda – November 8
8:30 Registration 11:15 SDP as an Alternative for Operators to the Handsets Manufacturers’ Application Stores
• VAS ecosystem’s evolution
9:00 Official Event Opening • SDP as a complement to application developers
• SDP and the social networks
• Is it convenient to bet in a standard or to modify the ecosystem?
9:05 Chairperson’s Opening Remarks
Gerardo Kiedanski
Marceli Passoni
VAS Director
Analyst for Latin America
ANTEL URUGUAY
INFORMA TELECOMS & MEDIA
MOBILE INTERNET
9:15 The Evolution of Value Added Services Utilization in Latin America
• VAS incomes evolution for the mobile operators in the region 11:45 Addressing and Analyzing the VAS Services which Generate Utilizations and
• Main trends in services utilization in Brazil, acknowledged throughout researches for MAVAM (Acision Incomes on Mobile Internet
Monitor for Mobile VAS) • Web hosting, Mail hosting, Housing, Antispam and Antivirus services: the peculiarities, numbers and results
Messages (SMS, MMS, e-mail, instant messaging) – for operators and users – for using each kind of service
Entertainment (music, ringtones, images, games, TV, videos) • Which is most important for each part
Internet and broadband access • Future perspectives
Maximo Zucchini
Social networks
VAS Manager Core Network
Payments and banking TELECOM PERSONAL PARAGUAY (awaiting final confirmation)
• Comparing with other South American countries
Eduardo Tude 12:15 More Value and Loyalty on Internet Navigation Through the Mobile
Presidente
TELECO • How to deliver more value to clients at the operator’s portal for them to increase navigation time and come
back to use the service more times
• The positive evolution on Telefonica Móviles Chile’s experience in exchanging the charging “per MB” to “per
APPLICATION STORES hour” and “per type of application”
• How were the excesses on the network limited by offering flat rates
9:45 The Trend to Use Handsets Manufacturers Application Stores: • Quality versus price
• The various business models for handsets manufacturers’ application stores Osvaldo Gac
• Relationship with the operators: how do they get to be part of the applications’ ecosystem? Content Product Manager
• The developers ecosystem TELEFONICA MÓVILES CHILE
• Handsets manufacturer’s application store case study
Speaker to be confirmed. For updated agenda, visit www.mobilevasforum.com 12:45 LUNCH & NETWORKING
VALUE ADDED SERVICES
10:15 The Challenge for the Operators: How to Make Their Own Application Stores Competitive?
• Creating an application’s download channel 14:30 DISCUSSION PANEL - SMS Peer-to-Peer: How to Boost the Market and Increase the
• Operators as a smart-pipe: assuring survival on the VAS segment Average Number of Sent Messages?
• Relationship and business models with the manufacturers and developers • Numbers in the region: Brazil has the worst average number of sent messages
Denis Acatauassu Barreto • Best practices to expand the service in different Latin American countries
VAS & Service Creation Marketing • Price or culture: which is the main barrier that impedes the increase in sent messages?
TIM BRASIL (awaiting final confirmation) Guilherme Facchinetti
Gerente de Marketing Dados
VIVO BRASIL
10:45 COFFEE BREAK & NETWORKING
Maximo Zucchini
VAS Manager Core Network
TELECOM PERSONAL PARAGUAY (awaiting final confirmation)

3. HOW TO
15:10 Adapting the Mobile Financial Services to the Brazilian Reality
REGISTER
PHONE:
• Present situation and perspectives on offering mobile financial services in Brazil and Latin America + 55 11 3017-6888
• The regional differences: which services have the greatest potential in each part of the world
• Brazilian market: focus on paying bills and purchasing items, other than transferring money FAX: + 55 11 3017-6919
Speaker to be confirmed. For updated agenda, visit www.mobilevasforum.com
E-MAIL: telecom@ibcbrasil.com.br
15:40 The Evolution of the Location Based Services: Location Based Advertising WEBSITE:
• The business model: partnership between operator and announcer www.mobilevasforum.com
• The advantages and results achieved with a more focused advertising
Gustavo Alvim
Content & Applications Manager
OI BRASIL (awaiting final confirmation)
16:10 COFFEE BREAK & NETWORKING WHO SHOULD ATTEND?
BY COMPANY PROFILE:
16:40 Has the Moment for Mobile Marketing Actually Arrived?
Brazil and Latin American mobile operators, content providers,
• The challenges brought by the privacy law on SMS
• How to create a good opt-in practice and the best practices to approach this base content aggregators, messaging vendors, device manufacturers,
• Sponsored services – how to take money from the “other” pocket application developers, mobile marketing agencies, media companies
Ignacio Nores and consultancies looking into doing business in the region.
Marketing Director
TELECOM PERSONAL ARGENTINA (invited) BY FUNCTION:
Chiefs, Heads, Directors and Managers of VAS, Marketing,
17:10 DISCUSSION PANEL - The Real Goal: Challenges and Opportunities to Increase ARPU
Messaging, Data Services, Business Development, Application,
Through VAS
Content and Brand, Product, Operation, Strategic Planning,
• The importance of VAS for operators’ revenues
Technology, Research, Sales, Commercial.
• How did 3G change the adoption of VAS
• The types of VAS that bring the most revenue to the operators
• The future of VAS: what can we expect?
Gustavo Alvim
Content & Applications Manager
Sponsorship & Exhibition at the Mobile VAS & Applications
OI BRASIL (awaiting final confirmation)
There are numerous unique and creative sponsorship opportunities for you to ensure
Guilherme Facchinetti
Gerente de Marketing Dados that you achieve the maximum ROI from your association with Mobile VAS &
VIVO BRASIL Applications. Contact us to discuss your specific sponsorship objectives – sales,
customer relationships, market research, brand building, channel support or media
17:50 Closing Address relations. We will tailor a package to meet your needs, so you can benefit from
Informa’s proven record of high quality participants. Meet, network and get your brand
in front of the most senior level decision makers from across the Latin American region.
An event analysis report written by an For more information, contact:
Informa Telecoms & Media analyst for Latin America Raquel Freitas - Sponsorship & Exhibition Account Manager
will be sent to all attendees after the event. Tel: + 55 (11) 3017-6833
raquel.freitas@ibcbrasil.com.br

4. METHOD OF PAYMENT:
REGISTRATION FORM – MOBILE VAS & APPLICATIONS – CR0601810
AMEX VISA MASTERCARD DINERS
Full Name: Job Title:
Departament: E-mail Address: Nº Expiry date:
Approving Manager: Job Title: Cardholder’s name:
Company Name:
Signature:
Nature of Company’s Business:
CUIT:
Business Address:
International Bank Transfer (until September 10th , 2010)
ZIP Code: City: State:
HContact Miss Janina Calil - +55 11 3017 6853 or janina.calil@ibcbrasil.com.br
Direct Phone: ( ) Fax: ( ) Mobile Phone: ( ) for Invoice and wire transfer details.
Contact name: Job Title:
Number of Employes: 01 - 99 100 - 199 200 - 499 500 - 999 1000 - 1999 2000 - 4999 More than 5000
BILLING INFORMATION:
Yes, I would like to receive info on future events & services by all communication means. In case you don’t want to receive info, please send an e-mail to cadastro@ibcbrasil.com.br
Contact name:
GENERAL CONDITIONS Job Title:
E-mail:
Date: Phone: Fax:
November 8, 2010
Special Operator Rates* Special Operator Rates* Billing Address:
Early Bird Discount Full Price
Early Bird Discount – until Full price –
Venue: until October, 8 after October, 8
Special Rates for Groups! October, 8 After October, 8
Pestana São Paulo Hotel
Rua Tutóia, 77 Total Investment Total Investment Total Investment Total Investment City:
São Paulo - Brazil State: ZIP CODE:
Mobile VAS & Applications R$ 1799,00 R$ 1999,00 R$ 699,00 R$ 899,00
The Informa Group plc, is presented in Brazil and
Latin America by the IBC and IIR brands. Planning
and Organization of the events in Brazil: IIR
Informa Seminários Ltda. *To be elegible for the Regional Operator Pass,you must be a company providing telecommunications services to an end consumer in Brazil or Latin America. Informa Group Latin America retains the right to not award the operator rate.
TERMS AND CONDITIONS:
The inscription will be confirmed after the Organization receives your registration form
completely filled out, signed and stamped.
A B C D E F G H I J K L M CANCELATION AND SUBSTITUTION: Cancelation can be provided without charges 10 days
beforethe event. After this date, a substitute is always welcome at no extra charge.
Alternatively,we will make a prompt refund less service charge of US$ 300,00. Em todos
os casos, solicitamos notify the Organization about any changes until 12pm from the day before
the event. We regret that no refunds can be made to registered delegates who do not cancel their
participation as described above and do not attend the event. All notifications must be received in
writing by fax, e-mail or letter described on this form.
PLEASE SEND REGISTRATION FORM BY CHANGES IN THE PROGRAM: Our commitment is to provide delegates with the opportunity to
discuss issues, topics and cases of interest presented by experienced speakers. Eventual changes in the
program may be necessary for reasons beyond the organization’s control. Should a speaker be unable
to make a scheduled presentation, we will do everything possible to replace the absent professional by
another who is able to address the same topic. This effort, however, is not a guarantee that there will be
FAX: +55 11 3017-6853 a substitute speaker. By signing this document, I agree with the terms and conditions presented above.
OR E-MAIL TO telecom@ibcbrasil.com.br
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