Mobile and the brand advantage (Summary)

Network Outputs - Digital Business

Meeting Details

Host: Daily Telegraph

Venue: Daily Telegraph, London

Theme: Mobile and the brand advantage

Guest Speakers: Paul Cheesbrough CIO - Daily Telegraph, Mani Safa Head of Mobile - Daily Telegraph

Summary

The Daily Telegraph Group hosted the 3rd ESG of the ITW mobile (EtM) network in October, joined by early adopters in mobile from across sectors. This document summarises some of the insights emerging from the discussion. The power of the network is derived from the collective experience of its members.

Members at this ESG addressed:

1. An in depth case study of the Telegraph’s experience with the Mobile Web, Applications and the TLabs facility – an innovation centre jointly sponsored by Adobe, Apple and Google.
2. The investment case for mobile: the board level issues, the business case and scaling the investment.

Meeting Agenda: Innovation and research group 3

12:30 Lunch, networking

13:00 Welcome, introductions, network update Matthew Wolstenholme, Director, ITW Networks

Roundtable of introductions - Name, role, organisation, corporate key facts?

13:20 1. Member case study: The Daily Telegraph: reaching new readers through mobile

Paul Cheesbrough, CIO, The Daily Telegraph Maani Safa, Head of Mobile, The Daily Telegraph

• The Daily Telegraph’s corporate strategy and marketing objectives
• Role of digital media and mobile in delivering the strategy and objectives
• Experience of engaging internal customers on the mobile business case
• Overview of The Daily Telegraph’s mobile solutions:
  1. Mobile web July 2009 saw the re-launch of Telegraph Mobile, its site on the mobile web.
  2. Applications Investment has been made in applications, both free and paid-for and across multiple platforms (Android, Blackberry, iPhone).
  3. T-Labs T-Labs is a joint venture between the Telegraph, Google, Apple and Adobe – and is a source of R&D and innovation for the co-sponsors.

With ongoing Q&A addressing questions such as:

• How can and is mobile being used to change the business model?
• How can mobile be used to grow the market, and market share?
• How can mobile be used to communicate and engage internal staff?
• How can mobile be used for brand development?

15:20 2. Experience sharing discussion: The investment case for engagement through mobile

• How have members convinced their Boards to invest in mobile?
• How are organisations deciding on how much to spend on mobile, and when?
• Is the business case for mobile different from the business case for investing in other channels of engagement?

16:30 Roundtable of insights and lessons learned

16:40 Visit to the T-Labs

16:50 Close