Conference - Agenda, List of Speakers

1. Customer Data and Experience Management in
Next Generation Telecoms
Understanding the Importance of Achieving Accurate and up-to-date Customer Data and the
Emerging SDM Market to Maintain Strong Customer Experience for Business Profitability
Barcelona, Spain
26th – 28th October, 2009
Including a Half-Day Pre-Conference Workshop on 26th
October 2009:
Effective Customer Data Management in Next Generation
Telecoms
Workshop Leader:
Bill Demakakos
Director
KPMG
In the Chair:
Adina Pangica Ostrovsky
Product Marketing Manager
Amdocs
Attending this Premier marcus evans Conference
will Enable you to:
• Explore the opportunities and challenges of integrating customer marcus evans Expert Speaker Panel:
data systems Federico Cesconi Sven Michelsen
• Hear from leading operators about their transformation projects Director Business Intelligence Director CRM and Loyalty
• Optimise customer experience management by enabling a single Cablecom H3G
view of the customer
• Monetise customer data through personilisation techniques Rastko Ulic Mohamed Saleh
• Utilise customer data effectively for marketing campaigns Director CRM Director Executive and Decision Support
• Learn about visualisation and data mining tools for better Telenor Systems Technology (IT-DWH)
customer data analysis du
• Collect and optimise analysis of pre-paid customer data Laura Capella
Head of Marketing Intelligence Janis Mikelsons
Fastweb Director Network Information
Learn From Key Practical Case Studies: Lattelecom
Vesa Jaakkola
• Belgacom create “one version of the truth” by integrating Programme Director Eckhard Freund
fixed and mobile systems Elisa Head of Project Management
• Cablecom highlight benefits of building customer-centric Telefonica O2
data warehouse and integrating customer feedback Tomas Hejkal
• Fastweb address how data intergration across all systems Value Proposition Manager Dan Stoenescu
helps to achieve better customer profiling and segmentation Telefonica O2 General Manager Systems Development
• Turkcell discuss integrated touchpoint management for end Romtelecom
to end customer experience Gulcin Alici
• Telefonica O2 manage the customer experience by CRM Programme Leader Uri Forenberg
delivering and maintaining data quality Turkcell BI Architect and Bi Implementations
• KPN capitalise during recession by transforming their BI Manager
landscape Joris Lindenhovius Bezeq
• Orange establish a foundation for efficient master data Manager IT Business Intelligence
management KPN Wim Casteur
Business Intelligence Manager
Early Bird Special Offer: Thomas Reichel Belgacom
Senior IT Architect
Book by 03/09/09 and save 10% KPN Huguette Rey
Senior Business Intelligence Analyst
To Book Online Go to: Jose Simoes Orange
www.metelecoms.com Researcher
Fraunhofer Institute FOKUS Bill Demakakos
Director
Sponsors Profile: Senior Representative KPMG
Alcatel-Lucent
Andrew Chalmers
Adina Pangica Ostrovsky Product Manager
Product Marketing Manager TM Forum
Amdocs
conferences telecoms series

2. Day 1
marcus evans 26th October 2009
Half-Day Interactive Workshop
Sponsor Profiles: EFFECTIVE CUSTOMER DATA MANAGEMENT IN NEXT GENERATION
Effective Customer Data Management in Next Generation Telecoms
Workshop Leader:
Alcatel-Lucent (Euronext Paris and NYSE: ALU) is the trusted partner of Bill Demakakos
service providers, enterprises and governments worldwide, providing Director
solutions to deliver voice, data and video communication services to end- KPMG
users. A leader in fixed, mobile and converged broadband networking, IP
13:00 Registration and Coffee
technologies, applications and services, Alcatel-Lucent leverages the
unrivalled technical and scientific expertise of Bell Labs, one of the largest 14.00 Workshop Leader’s Opening Remarks
innovation powerhouses in the communications industry. With operations
in more than 130 countries and the most experienced global services 14.10 Highlighting the Role of Customer Data Integration in the
organisation in the industry, Alcatel-Lucent is a local partner with a global Telecoms Industry
reach. Alcatel-Lucent achieved revenues of Euro 16.98 billion in 2008 and is • Recognising the value and importance of customer data
• Viewing customer data as a profitable asset
incorporated in France, with executive offices located in Paris. For more
• Aligning the process and organisation to its need, unifying the data
information, visit Alcatel-Lucent on the Internet: http://www.alcatel- • Discussing how to deal with privacy and data protection issues
lucent.com • Highlighting the external exposure of customer data to drive business processes
along value chains
14.50 Reviewing Architectural Options in Implementing Customer
Data Integration
• Exploring new platforms to integrate into the legacy infrastructure
• Deployment challenges and how to overcome them
Amdocs is the market leader in customer experience systems innovation, • Establishing which functionality is essential to successful customer data
integration
enabling world-leading service providers to deliver an integrated, innovative
• Best practices to successful customer data integration
and intentional customer experienceTM at every point of service.
Amdocs provides solutions that deliver customer experience excellence, 15.30 Afternoon Tea and Networking Break
combining the software, services and expertise to help its customers
execute their strategies and achieve service, operational and financial 15.50 Effective Customer Data Management to Achieve Best Customer
excellence. A global company with revenue of $3.16 billion in fiscal 2008, Experience and Profitable Growth
• Highlighting the benefits of reduced capital and operational expenditure through
Amdocs has approximately 17,000 employees and serves customers in more
customer data integration
than 50 countries around the world. For more information visit • How unified data impacts on a higher quality of end-user experience
www.amdocs.com • Analysing customer satisfaction and decreased churn
• Reviewing possibilities of additional revenue through innovative business models
16.30 Workshop Leader’s Closing Remarks
16.40 End of Workshop
About Your Workshop Leader:
Mr. Demakakos was Head of IT Delivery at Vodafone for over 8 years. He
joined KPMG in Fall 2008, as a Director in Advisory, focusing on the
Information Communications and Entertainment (ICE) sector. Key areas
of interest include Master Data Management and Information
Governance, IT Architecture, Strategy and Governance and
Corporate/Enterprise Performance Management.

3. Booking Line
Day 2 Tel: +44 (0) 20 3002 3277
Fax: +44 (0) 20 3002 3016
www.metelecoms.com
27th October 2009
08:30 Registration and Morning Coffee 14.50 Operators Case Study
Transforming Telecoms Now and Turning Telecoms Data into Valuable
09.00 Opening Address from the Chair Intelligence
Adina Pangica Ostrovsky • Transforming telecoms into an integrated business tool
Product Marketing Manager • Understand what propels the sudden interest in data management
Amdocs • Using data as an asset and leveraging data that is already available
• What are challenges and what will be the gains?
09.10 Association Perspective • Simplifying the business processes to greatly reduce costs
Pursuing Profitability in a Challenging and Competitive Environment: a • Addressing the impact of current economic decline
TM Forum Study Dan Stoenescu
• The TM Forum – what it is and how it works General Manager Systems Development
• Problems facing the industry Romtelecom
• The study
– The foremost threats and challenges to service providers 15.30 Afternoon and Networking Break
– Upcoming opportunities
– Understand the impact on the business and operations support systems IMPORTANCE OF CUSTOMER DATA FOR RETENTION AND LOYALTY
– Bring clarity and insight to what is important in these turbulent times PROGRAMMES
• Establishing the view of the industry in the next 3 years
Andrew Chalmers 15.50 Operator Case Study
Product Manager Analysing Pre-Paid Customer Data and Creating Effective Retention and
TM Forum Loyalty Campaigns
• Understanding the potential of pre-paid market
INTEGRATING DATABASES AND CREATING A SINGLE VIEW OF CUSTOMERS • Collecting and optimising analysis of prepaid customer data
• Establishing how to use customer behaviour and usage data to create effective
09.50 Solution Provider Perspective customer segmentation
Enhancing Customer Experience through Data Management • Using the customer data for up-selling and cross-selling in pre-paid customer
• Creating a single view of a customer that helps run business processes in real time base context
• Highlighting benefits of data management from architectural and marketing • Providing consistent customer experience using customer data across
perspectives multiple channels
• Using customer data as an asset and leveraging a single accurate view of a customer at • Leveraging the data to develop effective retention and revenue
all times maximisation campaigns
• Handling all customer interactions in a personalised and efficient manner Rastko Ulic
Adina Pangica Ostrovsky Director CRM
Product Marketing Manager Telenor
Amdocs
THE USE OF DATA IN VALUE BASED SEGMENTATION AND CRM
10.30 Morning Coffee and Networking Break
16.30 Operator Case Study
10.50 Operator Case Study Value Based Segmentation and Customer Value Proposition
Integrating and Managing Different Databases • Addressing how data integration across all systems helps to achieve better profiling and
• Highlighting the link between customer data management, corporate strategy and segmentation
datawarehousing • Defining segmentation strategy based on customer value and on
• Integrating fixed and mobile database systems prospect markets
• Marketeers are from Venus and IT developers are from Mars: How to make them work • Using value based segmentation to differentiate services at different
together? touch points
• Reviewing technical enablers and processes for building the "one version of the truth' • Developing micro segments and marketing campaigns
• Discussing how it helps to achieve greater customer satisfaction
Wim Casteur
• Learning how to structure value proposition to different market segments
Business Intelligence Manager
Belgacom Laura Capella
Head of Marketing Intelligence
11.30 Solution Provider Perspective Fastweb
With an “All About ME” network, analysts have estimated that personalised services can
17.10 Operator Case Study
reach $17 billion worldwide by 2014, yet subscribers are challenged with multiple
Turkcell CRM Transformation Project: Integrated Touchpoint Management
obstacles to personalising their services. This session describes how service providers can
for End to End Customer Experience
utilise subscriber data to support a step-by-step evolution of the “All About ME” network
• Defining the strategies and roadmap of the project
Senior Representative • Integrating all customer interaction data trough customer touchpoints and creating a
Alcatel-Lucent unique contact history
• Positioning all customer touchpoints based on the customer life cycle stages and
12.10 Operator Case Study differentiating the services accordingly
Maximising Benefits from Customer Data Management • Differentiating customer services at each customer touchpoint based on the 360
• On the way to effective information management - setting the right goalsand targets degree customer data
• Uniting data and systems – private and corporate customers • Predicting risky customers based on customer contacts and eliminating their churn risks
• Project realisation - technical, organisational and financial issues at each contact
• Customer behaviour data analysis – objectives and methods • Reviewing what was learnt
• Prediction of next customer action - reducing the number of service denials Gulcin Alici
Janis Mikelsons CRM Programme Leader
Director Network Information Turkcell
Lattelecom
17.50 Interactive Panel Discussion
12.50 Luncheon Organisational Challenges in Data Warehousing
• Recognising the importance of data and information in management decisions
13.50 Coffee and Networking Break • How to resolve this issue between various departments
• Addressing the organisational change aspects of data warehouse projects
14.10 Operator Case Study • Modification of business processes and behavior patterns within an organisation
Building a Customer - Centric Data Warehouse The panel will be joined by key speakers from both days
• Getting real customer feedback from different touch points
• Integrating customer data systems and customer feedback into one platform 18.30 Closing Remarks from the Chair
• Creating a unique view of customers and improving customer experience
18.40 End of Day 2
and services
• Understanding what kind of software to use
• Highlighting tools and methodologies to analyse this feedback
• Closing the loop with the customers
• Discussing what was learnt from this project
Federico Cesconi
Director Business Intelligence
Cablecom

4. Booking Line
Day 3 Tel: +44 (0) 20 3002 3277
Fax: +44 (0) 20 3002 3016
www.metelecoms.com
28th October 2009
08.30 Registration and Morning Coffee 14.10 Operator Case Study
Innovations that Drive BI Transformation in Telecoms
09.00 Opening Address from the Chair • The suffocation in innovating your legacy IT
• The BI mindshift: breaking with legacy, not just IT
MANAGING CUSTOMER EXPERIENCE • Providing an out of the box alternative
• Single version of the truth as a foundaton for success
09.10 Operator Case Study • An insight into why years of economic decline can make your BI
Managing Customer Experience by Delivering and Maintaining department flourish!
Quality
• Reviewing the next generation service environment Joris Lindenhovius Thomas Reichel
• Scaling inevitable for SPs - transparent to end-users Manager IT Business Intelligence Senior IT Architect
• Focus remains on the end user perspective of their service KPN KPN
• Understanding all aspects of data and network service performance to maintain
end-user satisfaction
Eckhard Freund
VISUALISATION AND DATA MINING TOOLS
Head of Project Management
Telefonica O2 14.50 Visualisation and Data Mining Tools for Better Customer
Data Analysis
• Data mining and analysis to enable intelligent business decisions
09.50 Operator Case Study • Enabling accurate data extraction and creating better target segments
Personalised Customer Experience Management through 1-to-1 • Using datamining or an actual dialogue with customers to create the best
Dialogue with Customers customer experiences
• Customer experience as part of the customer lifecycle strategy • Using location data for predictive analysis
• Collecting and using customer data in the dialogue with the customer
• Building and running an online customer panel Jose Simoes
• Creating experiences through social networks and co-creation Researcher
Fraunhofer Institute FOKUS
Sven Michelsen
Director CRM and Loyalty 15.30 Afternoon Tea and Networking Break
H3G
LEVERAGING CUSTOMER DATA FOR VALUE PROPOSITION AND NEXT
10.30 Morning Coffee and Networking Break
GENERATION USER SERVICES
10.50 Operator Case Study
Quick Wins in a Complex and Evolving Environment
15.50 Operator Case Study
• Maintaining accurate customer data in a changing IT environment Data Management and Its Impact on B2B Value Proposition Design
• Reviewing integration issues, product catalogue, customer data integration and Customer Experience
• Highlighting long term and short term strategies: building and maintaining EDW • Utilising the marketing advantage of an integrated telco operator
vs. quick wins • Linking soft and hard customer data into value proposition design and further
• Bezeq case study: leveraging EDW to create a low cost in-house campaign marketing activities
management solution to improve customer experience and increased call centre • Addressing the importance of data for customer experience management
productivity • Driving improvement activities based on customer data collection
• Highlighting key learnings and things to avoid
Uri Forenberg
BI Architect and Bi Implementations Manager Tomas Hejkal
Bezeq Value Proposition Manager
Telefonica O2
NEXT GENERATION TELECOMS DATA ARCHITECTURE
15.30 Afternoon Tea and Networking Break
11.30 Managing Data for Effective Decision Making
• Challenges in managing data 16.30 Operator Case Study
• How much does poor data quality cost you? Customer Information as a Central Asset in Producing Next
• What structures do you have in place to ensure your data is fit for purpose? Generation User Services
• Building and adopting a data management framework can provide a competitive • Information capture and usage - control and benefits for the customer
advantage • Service requirements when using service platform approach - from technology to
– strategy definition usability
– data management, including MDM and meta-data management • Agile software development in practice - experiences
– data quality, including cleansing Vesa Jaakkola
– data governance, including ownership and process design Programme Director
• Benefit realisation Elisa
Bill Demakakos
Director MASTER DATA MANAGEMENT FOR BETTER BUSINESS EFFECT
KPMG
17.10 Operator Case Study
BI TRANSFORMATION Establishing the Foundation for Efficient Data Management
• Highlighting the role of master data within an organisation
12.10 Operator Case Study • Deciding on data reform project: where to begin?
BI Framework and Infrastructure for Telecoms Startups and Its Impact • Reviewing MDM architecture
on Having a Proper / Clean Customer Data for Future Analysis • Streamlining key business processes
• Do telecoms startups need proper BI infrastructure from day one? • Determining the policies, procedures and data governance standards for
• Focusing on operational reporting requirements versus operational/analytical needs managing master data across the organisation
• Why it is important to get a 360° view on customers at early stages? Huguette Rey
• Exploring the opportunities and challenges of integrating customer data in Senior Business Intelligence Analyst
startups and the impact on customer data quality in the future Orange
• When is the right time to get more customer insights and see the real
customer value? PERSONALISED SERVICES AND ADVERTISING THROUGH CUSTOMER
Mohamed Saleh DATA MANAGEMENT
Director Executive and Decision Supportive Systems Technology (IT-DWH)
du 17.50 Targeted Advertising through Customer Data and Behaviour Analysis
• Position yourself as a viable advertising channel
12.50 Luncheon • Making advertising relevant to the customers
• Making the customer base interesting and creating a relevant audience for advertisers
13.50 Coffee and Networking Break • How to make it acceptable to consumers, advertisers and regulators
18.30 Closing Remarks from the Chair
18.40 End of Conference

5. Customer Data and Experience Management
in Next Generation Telecoms
Booking line Barcelona, Spain
Tel: +44 (0)20 3002 3277
Fax: +44 (0)20 3002 3016
www.metelecoms.com 26 – 28 October, 2009
About this conference:
Developing Customer Data Management strategies will allow operators to
extract more revenue from their services and deliver highly personalised
digital media services. marcus evans Customer Data and Experience
Management in Next Generation Telecoms conference will identify
and analyse the business and technology factors that will influence the
development and implementation of effective customer data
IMPORTANT – Please do not remove or obscure the above label. It contains vital information management strategies for next generation telecom networks and
Code: A B C D F X UK-AM2796 services. We will also examine the impact this has on the experience
customers have when they sign up to or consume a particular telecom
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During this conference we will discuss the tools and procedures that make
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it possible for service providers to leverage data from a wide variety of
internal sources to create customer-centric service and customer-
Postcode Tel
responsive products. Key industry players will analyse how Subscriber Data
Fax Email Management employs common data from various internal sources in
ways that can be analysed and acted upon to offer a better customer
AUTHORISATION Signatory must be authorised to sign on behalf of contracting organisation experience in the next generation telecommunications environment.
Industry experts will also link all this to the experience the customer has
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