HEAR EXPERT CASE STUDIES FROM:

Transcription

HEAR EXPERT CASE STUDIES FROM:
Hear detailed analysis of:
Social Networking, Navigation,
Local Search & Advertising
location based
Services 2007
Learn How To Exploit The Commercial Opportunities
And Maximise Revenue From Location Based Services
Monday 8th October – Thursday 11th October 2007, Hotel Melia Avenida America, Madrid, Spain
HEAR EXPERT CASE STUDIES FROM:
■ AlejandroRomero,HeadofMobileInternet,VODAFONE SPAIN
■ RaphaelGoumot,HeadofLBSMarketing,ORANGE FRANCE TELECOM
■ MartinKneifel,LBSProductManager,3 AUSTRIA
■ MikkoMatinnen,HeadofContentServices,ELISA
At LBS 2007 you will hear how to develop,
deploy and generate revenue from:
MobileLocalSearch&Discovery
LocationEnhancedMobileAdvertising
MobilePersonalNavigation
■ TheresDahl-Eldin,ProductManager,3 NORDIC
MobileSocialNetworking
■ OfirYaffe,HeadofProductDevelopment,ORANGE ISRAEL
Workforce&AssetManagement
MobileVideo&UserGeneratedContent
■ DavidPepper,ManagingDirector,TIMEOUT
■ MarkSlade,ManagingDirector,4TH SCREEN ADVERTISING
■ VelipekkaKuoppala,VPSales&Marketing,BLUESKY POSITIONING
■ MichaelLightfoot,HeadofBusinessDevelopment,MULTIMAP
■ IanCurran,M2MProductManager,O2
■ SeniorRepresentative,TELEFONICA MOVILES
■ CharlesSword,HeadofMobileAdvertising, YAHOO!
Post Conference Workshop
Driving Revenue From Mobile
Navigation & Social Networking
Led by CITYNEO
Thursday11thOctober2007
■ GrahamFrench,SeniorDirectorofProductEngineering,SHOZU
Media Partners
wireless
industry
partnership
Location Based Services 2007
Learn How To Exploit T
Conference Day One – Monday 8th October 2007
09.00 Registration and coffee
09.30 Opening remarks from the chair
MARKET ANALYSIS
09.40 Analysing The Location Based Services (LBS) Market And
Identifying Future Growth Areas
•QuantifyingcurrentLBSadoptionandusagepatternsand
identifyingwhichservicesaregeneratingrevenueindifferent
markets
•Identifyingbarrierstomassmarketuptakeandforecasting
growthareas
•ForecastingthefuturesizeoftheLBSmarketandquantifyingthe
revenueopportunities
•Understandinghowcustomerconfidencein,andawarenessof,
LBSwillimpactitslongtermsuccess
•Evaluatingwhatimpactfunctionality,usabilityandpricingwill
haveontheLBSmarket
Speaker to be confirmed
c heck www.iir-conferences.com/LBS2007 for the latest speaker
announcements
10.20 Galileo Project Update: Analysing How Galileo Will Impact The
LBS Market
•Examiningthecurrenttimescalesforthecompletionand
implementationofGalileopositioninginfrastructure
°Satellitedeployment
°Groundstations
°Equipmentdevelopment
°Commerciallaunch
•UnderstandingwhatimpactGalileowillhaveonmobilenetwork
operators
•DeterminingtowhatextentGalileowillenablegrowthintheLBS
market
•UnderstandinghowGalileowillenhanceyourcurrentservice
offeringandanalysingtherevenueopportunitiesarising
Andrew Sage
Director & Galileo Adviser
HELIOS TECHNOLOGIES
11.00 Networking & refreshments
OPERATOR
•Assessingtheimportanceoftheuserexperienceinthesuccessof
LBSandanalysingwaystooptimiseQualityofService(QoS)
°Howdoyouachieveaseamlessuserexperience?
•UnderstandinghowLBSaccessibilityimpactsuptakeandusage
ofLBS
°LBSontheoperatorportal
°LBSbuttononhandset
°LBSlinksonsearchengine
•CreatingaconvergentLBSenvironmenttoeducateusersand
ensurerepeatusage
•Drivingusageandrevenuesbydevelopingcompellingpricing
plansandLBSbundles
Mikko Matinnen
Head of Content Services
ELISA
12.00 Examining The Impact Of Network And Device Convergence In
Delivering Profitable LBS
OPERATOR
•Evaluatingthedevelopmentofuserexperienceasservicesevolve
fromWAPandSMSbasedLBS
•Examiningtheimportanceofamulti-layer,multimediauser
interfaceindeliveringdynamicLBScontent
•Understandinghowthemovetowardsdeviceconnectivityand
convergenceandhowthiscanenablereal-timelocationon
differentdevices
•ExamininghowconvergedLBSwillmaximisebenefitsforthe
userandtheoperator
Raphael Goumot
Head of LBS Marketing
ORANGE FRANCE TELECOM
12.40 Lunch
14.00 Examining How To Use Location To Generate Revenue From
Fixed Mobile Substitution (FMS)
•ExamininghowtodeliverlocationbasedFMSsolutions
•Outlininggeo-fencingfunctionality
Andrew Grill
General Manager, Sales & Marketing
SEEKER WIRELESS
POSITIONING TECHNOLGIES
14.40 Assessing The Suitability Of Hybrid Positioning Technologies
As A Vehicle To Deliver High Quality LBS
•Analysingcurrentpositioningtechnologiesandtheirperformance
indifferentenvironments
•EvaluatingtheperformanceimprovementsandimpactonQoS
thatahybridsolutionwilldeliver
°Accuracy
°Yield
°Latency
•Examiningthetechnicalchallengesofdeployingahybridsolution
thatincorporatesmultiplelocationtechnologies
•Identifyingwhetherhybridlocationsolutionswillbetheenabler
formassmarketLBSuptake
Will Brown
Director, Technical Marketing
QUALCOMM EUROPE
15.20 Networking & refreshments
15.40 Examining How SIM-Based A-GPS Will Impact LBS Usability
And Drive Revenue
11.20 Evaluating The Key Factors That Will Drive Success In The
LBS Market
•Understandinganddevelopingbusinessmodelsandpricingplans
forgeo-fencingsolutions
•Overcomingthetechnicalchallengesofdeployinglocationbased
FMSsolutions
•IdentifyingandevaluatinglocationenabledFMSapplications
•Analysingthetechnicalchallengesandfunctionality
improvementsofdeployingSIM-basedA-GPS
°Reductionintimetofirstfix
°Improvedbatterylife
•ExaminingtheimpactofSIM-basedA-GPSonhandset
performanceandevaluatingtheeffectthiswillhaveontheend
user
•AnalysingtheadvantagesofSIM-basedA-GPSindifferent
environmentsandtheirimpactonLBSperformance
•EvaluatingtheimportanceofSIM-basedA-GPSontherollout,
uptakeandsuccessofmassmarketLBS
Velipekka Kuoppala
Vice President Sales & Marketing
BLUESKY POSITIONING
16.20 Analysing How To Optimise Location Solutions For Mobile
Devices
•Identifyingandovercomingthechallengesofdeliveringlocation
measurementsinthemobileenvironment
°Accuracy
°Location
°Devicetype
•Determininghowtodeliverperformanceoptimisationforlocation
measurement
•Examininghowtolinkandintegratelocationwithexisting
applicationsandservices
Mr Hiroyuki Goto
Technical Director
TOSHIBA MOBILE COMMUNICATIONS
17.00 Panel Discussion: Are Hybrid Technologies The Answer?
Examining The Pros And Cons Of Different Positioning
Technologies And Their Suitability For Mass Market LBS
Panellists taken from the day’s speakers will discuss the latest strategies
and techniques to drive mass market LBS uptake and usage
17.30 Closing remarks from the chair
17.40 End of conference day one
NETWORKING DRINKS RECEPTION
IIRwouldliketoinviteyoutojointhespeakers
anddelegatesataninformaldrinksreception
whereyoucandiscusstheday’sissuesina
relaxedenvironment
‘Learned a lot from market players in the front line’
ThereseCory,Analyst,JuniperResearch,LBS2006
The Revenue Opportunities And Maximise Returns From Location Based Se
Conference Day Two – Tuesday 9th October 2007
09.30 Opening remarks from the chair
MOBILE LOCAL SEARCH AND ADVERTISING
09.40 Examining How To Generate Revenue From Mobile Local
Search
• Examining marketing strategies and techniques for raising
awareness of mobile local search
• Developing partnerships with strong brands to drive uptake and
usage of mobile local search
• Delivering usability improvements to enhance mobile local search
° Click to call
° Photos
° Reviews
• Understanding the role of the operator and evaluating ways of
generating revenue from mobile local search
° Content aggregation
° Bundling
° Mobile advertising
• Developing compelling pricing strategies to generate mass
market usage
Charles Sword
Head of Mobile Advertising
Yahoo!
10.20 Understanding The Business Models And Commercial
Opportunities Presented By Mobile Local Search
• Understanding how advances in handset functionality, mapping
quality and location information impact the market for mobile
local search
• Examining ways to encourage repeat usage of mobile local search
° Flat rate tariff
° Ad funded
° Quality of Experience (QoE)
• Understanding the mobile local search value chain: identifying
where the real value lies
• Analysing online search and discovery business models and
determining to what extent these can be adapted for the mobile
market
• Evaluating how mobile local search can encourage the uptake and
usage of mobile navigation
° Is mobile local search the key enabler for mobile navigation?
Andy Walker
CEO & Marketing Director
M-SPATIAL
11.00 Networking & refreshments
11.20 Examining 3 Austria’s LBS Portfolio And Determining How To
Drive Revenue From Points Of Interest (POI)
• Analysing 3 Austria’s LBS offering and understanding where LBS
fits into the wider content portfolio
° POI search
° Friendfinder
° Mapping
• Analysing 3 Austria’s pricing strategy for each LBS and
determining how this impacts uptake and usage
° How does data pricing affect LBS usage?
• Evaluating how POI can be linked with other mobile content and
services to drive revenue
° Mobile social networking
° Mobile advertising
• Examining how to position your LBS successfully to drive revenue
from target market groups
OPERATOR
Martin Kneifel
LBS Product Manager
3 AUSTRIA
12.00 Evaluating The Market For Generating Revenue From Location
Enabled Mobile Advertising
• Understanding the opportunities that location provides for mobile
advertising
• Evaluating and analysing which types of mobile location services
will be most attractive to advertisers
• Evaluating the market potential for big brand mobile advertising
linked to LBS
° What are the barriers preventing big brands from entering the
LBS market?
• Ensuring advertising does not reduce the QoE for the end user
° How much advertising will the user accept?
° Is there a business case for ad funded LBS?
° What type of mobile advertising will be most successful?
° Will advertising increase consumer scepticism in LBS?
• Analysing current location based advertising campaigns
Steve Page
CEO
MOBILE COMMERCE
12.40 Lunch
14.00 Advertiser Perspective: Delivering A Successful Mobile
Advertising Campaign
• Identifying mobile advertising campaign objectives
• Evaluating to what extent different mobile advertising formats can
meet campaign objectives
• Analysing successful campaign strategies and determining how
to drive future success
Mark Slade
Managing Director
4TH SCREEN ADVERTISING
MOBILE SOCIAL NETWORKING AND USER GENERATED
CONTENT
14.40 Understanding How To Drive Revenues From Linking Location
With Social Networking
• Analysing how communities interact and examining how location
can enhance mobile social networking
• Evaluating what value location adds to mobile communities and
how this will drive usage levels
• Determining the role of mobile buddy finder applications in
building sustainable communities and increasing usage
• Analysing the business models behind generating revenue from
buddy finders
° What revenues can be generated from mobile advertising?
OPERATOR
09.00 Registration and coffee
Alejandro Romero
Head of Mobile Internet
Vodafone Spain
15.20 Networking & refreshments
15.40 Examining How Geotagging Can Drive LBS Usage Through
Mobile Social Networks And User Generated Content
• Understanding geotagging and determining to what extent
this can encourage usage in mobile social networks and user
generated content
• Capitalising on the increased popularity and awareness of webbased geo-spatial services to drive mobile usage
• Developing mobile applications that link user generated content,
communities and location
° Using location bookmarks to post user generated content
° Linking mobile applications with web based social networks
• Determining to what extent operators can generate revenue from
geotagging
° Evaluating the user and community as a vehicle for promoting
LBS
Graham French
Senior Director of Product Engineering
SHOZU
16.20 Panel Discussion: Determining Whether The LBS Market Is
Ready For Mobile Advertising
Panellists taken from the day’s speakers will discuss the latest
strategies and techniques for driving revenues from mobile advertising
17.00 Closing remarks from the chair
17.10 End of conference day two
‘My professional curiosity has been more than satisfied with
numerous technical issues addressed in detail from the
perspective of practical deployment. I have especially enjoyed
the open discussions with the experts in the field.’
Renato Filjar, Senior Research Engineer, Ericsson, LBS 2006
ervices
Conference Day Three – Wednesday 10th October 2007
09.30 Opening remarks from the chair
NAVIGATION
09.40 Driving Revenues From Mobile Personal Navigation
• Identifying the key user requirements that will drive mobile
navigation uptake and usage
° How can you deliver high QoS and accuracy?
• Determining whether consumer awareness and experience of in
car navigation will aid the uptake of mobile personal navigation
• Analysing the pricing strategies and revenue sharing models
behind personal mobile navigation
° Where does the operator sit in the value chain?
• Linking Points of Interest (POI) with mobile personal navigation to
deliver a platform for mobile advertising
OPERATOR
Ofir Yaffe
Head of Product Development
ORANGE ISRAEL
10.20 Evaluating The Role Of The Operator In Mobile Navigation
• Examining where the operator currently sits in the navigation
value chain
• Analysing the impact on the operator of on and off deck navigation
and devising strategies to drive revenue from both
• Linking location with the operator service portfolio to deliver a
converged navigation offering
° Will the consumer want to use mobile local search in
conjunction with navigation?
• Analysing and overcoming the technology challenges for
delivering mobile navigation
° Network based fix
° Handset based fix
° Real-time analysis
• Examining whether mobile navigation will compete with the in car
navigation market and evaluating the operator’s role
OPERATOR
Duilio Coratella
Program & Process Manager for Mobile Services
TELECOM ITALIA
11.00 Networking & refreshments
11.20 Analysing The Success Of 3 Sweden’s Mobile Navigation
Service Launch
• Identifying and analysing the drivers behind 3 Sweden’s mobile
navigation launch
• Identifying customer segments and developing marketing
strategies to successfully target them
• Analysing techniques for encouraging uptake and usage of mobile
navigation services
• Examining penetration rates achieved and revenue generated
from mobile navigation services
° What lessons were learnt from the service launch?
OPERATOR
Theres Dahl-Eldin
Product Manager
3 Nordic
12.00 Evaluating How To Link Location And Context To Deliver
Compelling LBS
• Examining how to link customer profiles and usage patterns with
location to build up a contextual overview
• Understanding how to deliver context aware LBS over a multi
layer user interface
° How can existing services be enhanced with location and
context?
• Determining to what extent context will drive the LBS market
° How can context be used to develop targeted mobile
advertising?
David Pepper
Managing Director
TIMEOUT
12.40 Lunch
13.40Evaluating The Impact Of Fixed And Mobile Data Convergence
On Location Enabled Communities
• Integrating location and mobility into social networking as an
enhancement and service enabler
° Examining how to link mapping data with mobile communities
• Evaluating how web management and preparation of mobile LBS
will impact usage and uptake
• Understanding how geospatial mapping is a key enabler for
location enabled communities
• Determining to what extent converged LBS drive mobile social
networking
• Examining how location and convergence will enhance social
networking
° Real-time community
° Geotagging
° Mapping
Michael Lightfoot
Head Of Business Development
MULTIMAP
ENTERPRISE LBS
14.20 Analysing How Operators Can Generate Revenue From
Workforce Management LBS
Analysing the market for workforce management LBS
•
• Understanding the business case for delivering workforce
management LBS
• Linking workforce management LBS with an organisation’s duty
of care and corporate social responsibility
• Examining workforce management case studies
° Lone worker protection
° Call centre operation
OPERATOR
09.00 Registration and coffee
Ian Curran
M2M Product Manager
O2
&
Senior Representative
TELEFONICA MOVILES
15.00 Examining How To Develop Applications And Revenues From
WiFi LBS
• Understanding the market and business case for WiFi LBS
° Enterprise
° Office environment
• Assessing the technology requirements and cost implications for
delivering WiFi LBS applications
• Identifying and analysing LBS applications for the enterprise
market
• Determining to what extent WiFi/GPS integration will drive
revenues from enterprise LBS
Speaker to be confirmed
15.40 Closing remarks from the chair
15.50 End of conference day three
NEW Online Networking at LBS 2007!
After registering as a delegate for LBS 2007, you will be
automatically registered for IIR’s online networking tool.
This secure site opens a week prior to the event and allows you to:
• Interact with, send messages to and organise meetings
with other registered participants at LBS 2007
• Upload your profile and interests
• Stay up to date with the latest agenda and speaker additions
all within a fully secure and private environment
N.B. Ensure you take advantage of this new networking tool by registering early
In 2011, the total population of GPS-enabled location-based services
(LBS) subscribers will reach 315 million, up from 12 million in 2006
Source: ABI Research
For Sponsorship and Exhibition opportunities contact:
Ed Malkoun, Business Development Director, IIR Telecoms
Tel: +44 (0)20 7017 7113 email: [email protected]
POST-CONFERENCE WORKSHOP
10 reasons to attend LBS 2007
Driving Revenue From Mobile
Navigation & Social Networking
Thursday 11th October
Hotel Melia Avenida America, Madrid
Led by CITYNEO
Registration and coffee will commence at 09.00. The workshop will run between
09.30 and 15.30 with appropriate breaks for refreshments and lunch.
Workshop Objectives
By attending this workshop you will gain an insight into the latest
techniques for linking mobile navigation with social networking.
You will learn how fixed and mobile data convergence impacts
navigation and social networking as well as hearing how to deploy
services that will attract subscribers, drive revenues and give you
the competitive edge. The workshop will give you the opportunity
to analyse mobile navigation and social networking in an informal
environment.
Session One
Overcoming The Challenges Of Providing High Quality
Location Based Services
• Customer Perception
• Functionality
• Cost • Usability
• Accuracy
• Handset availability
Session Two
Driving Uptake, Usage And Revenue From Mobile
Navigation
• Market
• Applications
Geographical breakdown of attendees from LBS 2006
• Challenges
• Links to advertising and
mobile local search
Session Three
Using Mobile Navigation To Drive Revenues From
Mobile Social Networking
• Market segments
• Geo-tagging
• Location aware mobile UGC
1. Hear how Orange France Telecom are delivering
profitable LBS from network and device convergence
2. Learn how Vodafone Spain are driving revenues from
location enabled social networking
3. Understand the business models behind Yahoo’s
successful mobile advertising strategy
4. Examine the key factors driving Elisa’s LBS strategy
5. Learn from Orange Israel’s mobile personal
navigation portfolio
6. Hear how 3 Sweden’s mobile personal navigation
service is driving revenues
7. Evaluate Telecom Italia’s mobile navigation strategy
and determining the role of the operator
8. Learn about hybrid and SIM based A-GPS solutions
9. Understand how Timeout are driving revenue by
linking context and location
10. Hear how Mulitmap are driving demand for LBS
through fixed and mobile data convergence
UK 25
Western Europe 15
North America
14
Eastern Europe 12
Scandinavia • Buddy Finders
• Context
11
Southern Europe 10
Workshop leader: Joanna Truffaut, LBS Marketing & Business Development Manager, CITYNEO
Middle East
8
Africa
4
Asia
1
Associate sponsor
When operators are looking for an innovative way to provide fixed-mobile solutions, they turn to Seeker Wireless. Seeker has already launched with one well known
European operator, with another operator due for launch later in 2007. Seeker’s current Seeker Zone™ product offering supports Fixed Mobile Substitution (FMS),
allowing mobile operators to offer an equivalent fixed service using unmodified 2G and UMTS handsets with an amazing 99.5% in-zone reliability and with zone sizes
that vary from 100 metres to 500 metres in most environments. Seeker provides more than just fixed mobile substitution or HomeZone type solutions as the technology
can also be applied for standard handset location, resulting in similar accuracy to that of Seeker Zone™, using a 2G or 3G handset via a SIM toolkit application or
embedded handset software. For more information please visit www.seekerwireless.com
Media Partners
Berg Insight offers premier business intelligence to the telecom industry. We produce concise reports providing key facts and strategic insights about pivotal developments in our focus areas. Our vision
is to be the most valuable source of intelligence for our customers. To date we have provided analytical services to hundreds of clients in 40 countries on six continents. Our customers range from many
of the world’s largest mobile operators, IT companies and telecom vendors, to venture capitalists, technology start-ups and specialist consultants. Find out more at www.berginsight.com
European Communications Now in its 16th year, and published on a quarterly basis (spring, summer, autumn and winter issues), European Communications is established as the leading journal
addressing communications issues essential to the competitive success of operators, service providers, communications product suppliers, network infrastructure suppliers and enterprise
businesses active in the deregulating European market. The magazine focus includes such core subjects as 2.5 / 3G mobile/wireless networks, broadband networks, fixed networks, billing and
customer care, internet and e-commerce, security/fraud management, satellite comms, call centres/CTI and regulatory issues.
For well over a decade, Mobile Europe Magazine and www.mobileeurope.co.uk has reported on and analysed the major developments in wireless technologies and markets. It reaches the decision
makers that count within operators, service providers and OEMs, as well as the large user corporations that have helped drive demand in the world’s leading mobile market. Offering regular news,
news analysis, product and diary sections, combined with in-depth articles, Mobile Europe covers all the issues that matter. As we move into the next generation, the value of impartial, reliable
information is greater than ever before. Mobile Europe has a proven track record in delivering just that.
Mobile search provides consumers anytime, anywhere access to information via the mobile Web. The applications expected to dominate the mobile generation are location based services (LBS).
MobileLocalSearch.net explores the current state of mobile local search technology throughout the industry.
TelecomRedux is an essential intelligence tool for professionals in the world’s converging telecom, IT, wireless and new media industries. It provides lively commentary on major industry events
each working day. TelecomRedux also provides a searchable archive of major industry news releases and produces features and white papers addressing the issues of the day. Visitors to the site
can opt to receive free weekly news briefings, via e-mail, to hone their understanding of the latest developments. www.telecomredux.com
wireless
industry
partnership
The Wireless Industry Partnership (WIP) is the ‘connector’ for the wireless and mobile industry. We give emerging wireless companies an extra edge in getting products and services to market
with our information portal, Go2Market programs and partnerships with wireless organizations and developer programs around the world. Visit us at: www.wipconnector.com
Juniper Research is a UK based analyst house specialising in the identification and appraisal of high growth opportunities across the telecoms and media sectors. We offer expertise in the areas of
wireless and mobile as well as content, applications and device strategies, in the form of high quality analyst reports and bespoke projects. Our client base includes: Cisco; China Unicom, Financial
Times; Goldman Sachs; Korea Telecom, Nokia; NTT DoCoMo; Orange; Sony Ericsson; Vodafone and many more leaders and innovators. Recent studies include a new M-Commerce series focusing
on Mobile Payments, Mobile Ticketing and Mobile Finance. Free white papers and further information can be found at www.juniperresearch.com or via Michele at [email protected]
GPS World is the most complete source for business, technical, product, news and information about the GPS, Galileo and GLONASS markets in all media. Website navigation and email newsletters
are segmented by vertical market so you get just the information you need for your specific application. GPS World’s blended media platform is the industry’s only searchable and applicationspecific knowledge base of GPS and related technologies that’s mapped to the market and the needs of the industry’s core purchasing audience.
European Journal of Navigation is a journal for the professional navigation industry within Europe. Five issues are published per year, containing groundbreaking interviews, the latest news about
business and products and unveiling company views. There are also reviews of interesting applications, articles written from a scientific perspective and features addressing policy and strategy, as
well as a regular overview of activities within the navigation industry.
Location Based Services 2007
Madrid, 8-11 October 2007
CG2413C/M/N/W
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Customer Service manager, IIR Ltd, Cyan House, 1 Canada Road, Byfleet,
Surrey, KT14 7BF
Incorrect Mailing – If you are receiving multiple mailings or you would like us to change any details or remove
your name from our database, please contact our Database Department on +44 (0) 20 7017 7077 quoting the
reference number printed on your mailing label. Alternatively, fax this brochure to the mailing department on fax
number +44 (0) 20 7017 7828 or email: [email protected]. Amendments can take up to six weeks so please
accept our apologies for any inconvenience caused in the meantime.
Additional Requirements – Please notify IIR at least one month before the conference date if you have
any additional requirements e.g. wheelchair access, large print etc.
Tel: +44 (0) 207 0177 694 Fax: +44 (0) 207 0177 812 [email protected]