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Pre-Conference Workshop
Le Meridien Piccadilly, Central London, Wednesday16 th November 2005

Effective mobile CRM
 
ABOUT THE WORKSHOP

Introduction:

Minimising churn and increasing ARPU is of vital importance to mobile operators today. This workshop discusses the key components of an effective CRM program, with special focus on cost-effective use of the mobile medium to deliver core CRM elements. The workshop covers both frameworks and hands-on case studies from leading operators.

   
WORKSHOP AGENDA
09.30 Delegate registration and coffee
10.00

Session run by
Anders Hakfelt
Managing Director
MindMatics Ltd

Session 1: What does good CRM look like?

  • CRM frameworks and strategies
  • Best practice examples from various industries
  • Mobile CRM: An opportunity for mobile operators
11.10 Morning refreshments
11.25 Session run by
Carsten Steffen
Managing Director Europe
Theorem Inc

Session 2: Customer insight: leveraging subscriber data

  • Mobile subscriber data and what it is telling us
  • Segmentation opportunities
  • Effective data mining: Systems and organisation
  • Dealing with data protection and privacy
11.35 Lunch
13.40 Session run by
Anders Hakfelt
and Kai Bühler

Session 3: Designing a mobile CRM programme that works

  • Mobile CRM strategy and target setting
  • Data analysis and segmentation
  • Implementation and campaign delivery
  • Analysis and refinement
14.50 Afternoon refreshments
15.05 Session run by
Kai Bühler
CEO
plan_b media AG

Session 4: Reality check: Current status of CRM in the mobile industry

  • Case studies from leading operators
  • Campaign types, metrics and results
  • Q&A
16.15 Close of workshop
   
ABOUT YOUR WORKSHOP LEADERS

Anders Hakfelt is co-founder and Managing Director of MindMatics Ltd. He has extensive experience of delivering interactive mobile services for leading operators, brands and broadcasters across Europe.

Prior to MindMatics, Anders advised leading telecom operators and handset manufacturers on strategy and operations with consulting firms PRTM and Roland Berger & Partner. He has also held positions in industry with Ericsson and Nortel

Dr. Kai Bühler is founder and CEO of plan_b media AG. Kai has particular expertise in the areas of mobile content and implementation of mobile CRM programs for mobile operators.

Prior to plan_b, Kai worked on e- and m-business projects for leading European companies with consulting firm Droege & Co. Kai has also held Marketing and Strategic Planning positions in industry with Siemens and Philips.

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