Day One - Tuesday,
Sept. 14, 2010
9:00 am – 9:30 am
YPA National Marketing Division Meeting (Colonnade Room)
10:00 am – 11:15 am
Special Client-Only Briefing (open to clients of BIA/Kelsey
advisory services)
11:15
am – 12:30 pm
Networking Lunch
Conference Begins
12:30
pm – 1:00 pm
Yellow Pages, Local Search and the Path to New Digital Revenues
BIA/Kelsey
analysts will kick off the conference with their perspectives on the state of
the global Yellow Pages and local search industry and provide a roadmap for how
DMS Õ10 will help attendees seize near-, mid- and long-term opportunities in
both traditional and digital media.
Tom Buono, CEO, BIA/Kelsey
Charles Laughlin, SVP and Program Director, The Kelsey Report®,
and Managing Editor, BIA/Kelsey
Neal Polachek, President, BIA/Kelsey
1:00
pm – 1:45 pm
DMS '10 Keynote: Howard Lerman, CEO, Yext
Yext is one of the
company’s at the forefront of the new paradigm of local performance-based
advertising. Cofounder and CEO Howard Lerman will offer a compelling vision for
how small-business advertisers will drive leads in the future.
Moderator: Charles Laughlin, SVP and Program
Director, The Kelsey Report®, and Managing Editor, BIA/Kelsey
1:45
pm – 2:10
pm
Understanding the Small-Business Advertiser
BIA/Kelsey
will present breakthrough primary research on how small-business advertisers
view the various opportunities presented to them to generate leads — from
traditional media to local search, verticals, mobile and social media.
Steve Marshall, Director of Research and
Consulting, BIA/Kelsey
2:10
pm – 2:30 pm
The
BIA/Kelsey Interview: Stephane Marceau, CMO, Yellow Pages Group
CanadaÕs Yellow Pages
Group has largely weathered the storm that has afflicted other print
publishers, in part due to its innovation is local search, vertical development
and other new products. Learn how YPG Ògot it rightÓ and where it will go next.
Moderator: Charles Laughlin, SVP and Program
Director, The Kelsey Report®, and Managing Editor, BIA/Kelsey
2:30
pm – 3:00
pm
Networking Refreshment Break
3:00 pm – 3:45 pm
The iPad — A Game Changer for
Directories and Local Search?
The
iPhone has been a huge catalyst for innovation in mobile Yellow Pages. It’s
no wonder, given Apple sold more than 3 million iPads through June (it was released
in April), topping US$2 billion in sales. This is more than Apple pulls in from
iPods and roughly half of iPhone sales. Will the iPad and other tablets, with
much larger screens, prove to be an even more significant form factor for digital
directories? We’ll ask some early adopters to show us their built-for-iPad
apps and share their views on the impact this new form factor will have on the
industry.
Michael Prichard, Founder and CTO, Willowtree Apps
Ron Mintle, President and CEO, Yellow Magic
Mike Wilson, GM and VP, Digital Media, Yellowbook
Moderator: Michael Boland,
Program Director, Mobile Local Media
3:45
pm – 4:30 pm
Ins and outs of Reputation Management — The Next Wave of
SMB Support
Reputation
management is widely viewed as the next big thing in small-business marketing.
BIA/Kelsey has forecast the e-mail, reputation and presence management space
will grow from US$460 million in 2008 to US$3.1 billion in 2013. WeÕll ask some
players in the midst of this issue to tell us why reputation management makes
sense for directory publishers.
Emad Fanous, Cofounder, Solfo/YellowBot.com
Brendan King, CEO, VendAsta Technologies
Moderator: Matt Booth, Senior Vice
President and Program Director, Interactive Local Media
4:30
pm – 5:30 pm
Mobile Local Leaves the Laboratory
Mobile
local search has become an established product category with real revenue opportunities.
The big questions for us: How much, how fast and is it “new money” or
cannibalized from somewhere else? We will hear from mobile advertising leaders
about the money in mobile, and how revenues will grow over the next few years.
Ivan Braiker, CEO, Hipcricket
Carey Bunks, Group
VP of Mobile, European Directories
Matt Myers, CMO, Shooger
Mathias Schroeder, Cofounder and Chief Product Officer, Adaffix
Moderators: Michael Boland, Program Director, Mobile Local Media
and Charles Laughlin, SVP and Program Director, The Kelsey Report®,
and Managing Editor, BIA/Kelsey
5:30
pm – 7:30 pm
Networking Reception in ÔThe Big DÕ
WeÕll celebrate the
drinks and food of ÒThe Big DÓ at our fabulous networking reception.
|
|
AGENDA |
Day Two - Wednesday, Sept. 15, 2010
8:30
am – 8:45 am
Day 1: What We Learned - Tom Buono, CEO, BIA/Kelsey
8:45
am – 9:30 am
DMS '10 Spotlight: The Deal a Day Phenomenon
The Òdeal
a dayÓ phenomenon has swept the local Web. More than US$300 million has been
invested, and BIA/Kelsey estimates that annual revenues will surpass US$2
billion by 2014. Deal a day is pure pay for performance — companies only
get paid when they sell an offer. But is there more? Where do directories fit
in? Find out more from two leaders in the space.
Tim OÕShaughnessy, CEO and
Cofounder, Living Social
Perry Evans, Founder
and CEO, Closely
Moderator: Peter
Krasilovsky, VP and Program Director, Marketplaces, BIA/Kelsey
9:30 am – 10:15 am
Making Sense of Major Markets
Big
cities have become tough markets for Yellow Pages in recent years. TheyÕre Òtoo
big,Ó Òtoo diverseÓ and Òtoo advanced digitally.Ó Is it time for directory
publishers to abandon big cities — and all those consumers — or are
they just failing to think creatively enough about the problem? WeÕll have
a candid discussion with leaders grappling with these questions.
Isabelle Lascombe, Marketing Director, PagesJaunes
Paul Plant, Founder, Radicle Consulting
Moderator: Charles
Laughlin, SVP and Program Director, The Kelsey Report®, and Managing
Editor, BIA/Kelsey
10:15
am – 10:45 am
Networking Refreshment Break
10:45
am – 11:15 am
Distributing Directories in a Mixed-up, Multiproduct, Opt-Out
World
Facing
shifting usage patterns, severe cost pressures and a growing movement to
legally limit distribution of phone books only to those who say they want one,
the distribution business has become more important and complex than ever
before. WeÕll get some expert views on how this often overlooked side of the
business is evolving.
Tim Dinovo, Senior VP, Product Development Corp.
Pete Rand,
Operations Director, LinkDirect
Maggie Stonecipher, Assistant VP of Paper, Print and Delivery, Dex One
Moderator: Bobbi
Loy-Luster, Vice President and Senior Analyst
11:15
am – 11:35 am
The BIA/Kelsey Interview: Ken
Ray, VP and CMO, AT&T Advertising Solutions
AT&T is the biggest player in
global Yellow Pages, and its efforts to innovate across all platforms, from
print to Internet Yellow Pages, mobile and social, have influence across the
industry. WeÕll get a view from the top from one of AT&TÕs key strategists.
Moderator: Neal
Polachek, President, BIA/Kelsey
Social Media + Yellow Pages = A New Lease on Life?
Directory
publishers worldwide have been investing in ambitious social platforms. Some
say they are getting more leads from Facebook than Google; no surprise given
FacebookÕs recent 500 million user milestone. The goal is to create rich
content via consumer reviews and engage with a new set of users otherwise
disengaged from Yellow Pages brands. How are these efforts faring? Can Yellow
Pages publishers realistically make the shift from traditional to social media?
Paul Dawalibi, President and CEO, Praized
Media
Michael Francesconi, Director, Content and Community, CityGrid
Media
Zeev
Gruber, VP Marketing and Business Development, Golden Pages Group
Andrew Shotland, Proprietor, LocalSEOGuide.com
Moderator: Andrew Shotland
12:15
pm – 1:30 pm
Networking Luncheon in Exhibit Hall
1:30
pm – 2:30 pm
The Future of Digital Yellow Pages
According
to BIA/KelseyÕs most recent global Yellow Pages forecast, digital revenues will
account for 39 percent of total revenues by 2014, and will top half of all
revenues in many markets well before then. WeÕve gathered some of the brightest
thinkers in online directories and local search to dissect the online business
models being pursued by major directory publishers worldwide. Are these models
viable? Are publishers trying to do too much or too little? What must the
directory industry do to give itself a fighting chance in the coming years?
Eitan Ackerman, Executive Director, Marketing and Sales Engineering, Amdocs
Sivan Metzger, GM, Kenshoo
Local
Neil Salvage, Executive VP
Advertising, CityGrid Media
Gregg Stewart, President, 15Miles
Moderators: Matt
Booth, SVP and Program Director, Interactive Local Media and Charles
Laughlin, SVP and Program Director, The Kelsey Report®, and Managing
Editor, BIA/Kelsey
2:30 pm – 3:20 pm
Verticals Showcase: Maids, Shades and Auto Repair
Vertical
search has been gradually migrating from its original core of travel, jobs and
homes to more explicitly local categories, including home and personal
services, retail and professional services. In this special showcase, weÕll get
a taste of how some of the more compelling local verticals out there generate
content, attract users, form partnerships and, of course, make money.
Jim Delli Santi, CEO and Cofounder, LikeList
Jad Dunning, Founder, President and CEO,
DriverSide
Moderator: Peter
Krasilovsky, VP and Program Director, Marketplaces, BIA/Kelsey
3:20 pm – 3:40 pm
The BIA/Kelsey Interview: Lem
Lloyd, VP of Channel Sales, Yahoo
Yahoo has long been a key player in
local search and a close partner to directory companies. WeÕll ask YahooÕs
channel guru for his take on the evolution of local online sales.
Moderator: Peter
Krasilovsky, VP and Program Director, Marketplaces, BIA/Kelsey
3:40
pm – 4:10 pm
Networking Refreshment Break
4:10 pm – 4:45 pm
Web Sites: The Basic
Listing of the 2010s?
Over
the years, directory publishers have gone back and forth about hosting SMB Web
sites. Are they strategic, or are they a non-core revenue stream? The pendulum
seems to be swinging back in favor of the view that Web sites are a strategic
necessity. More publishers see owning the Web site as a proxy for owning the
relationship with the small-business advertiser. Why? WeÕll put that question
to a panel of operators.
Andy Klein, Founder, Chairman and CEO, Spotzer
Alf Poor,
GM, WebsPlanet USA
Jeff Whitehead, Head of Social Media, 3L System Group
Moderator: Steve
Marshall, Director of Research and Consulting, BIA/Kelsey
4:45
pm – 5:30 pm
Leads-Based Selling: Salvation or False Hope?
These
days, itÕs hard to find a publisher that admits to being in the Yellow Pages
business. Instead, the narrative is all about being in the business of
delivering quality leads to small-business customers. So what does this really
mean, in practical terms? How does the transition to a leads-based business
affect sales, systems, revenues and profitability? Ultimately, the question is
whether the movement to leads-based selling is a fundamental shift in the
business or just clever marketing. WeÕll ask those who are in the midst of the
shift to explain how it all works.
Stephen Gibbons, VP of Marketing, Urban Strategies, Dex One
Daniel Shaked, Founder and CEO, No Problem
Andy Sims, Global Director of Advertising, Skype
Moderators: Bobbi
Loy-Luster, VP and Senior Analyst BIA/Kelsey and Michael Taylor, Director,
Business Development, BIA/Kelsey
5:30
pm – 8:00 pm
Networking Reception
|
|
AGENDA |
Day
Three - Thursday, Sept. 16, 2010
8:30 am – 8:45 am
Day
2: What We Learned – Jed Williams, Analyst, BIA/Kelsey
8:45 am – 9:15 am
Google’s Latest Word on Local
Google
is a reigning powers in local online advertising. But its relationship with the
reseller community has undergone substantial changes in the past year. Todd Rowe,
Google’s Director of Global SMB Reseller Partnerships, will present Google’s
latest thinking on local, and offer an update on its approach to working with
local AdWords resellers.
Moderator: Matt Booth, SVP and Program Director, Interactive Local Media, BIA/Kelsey
9:15
am – 9:45 am
DMS '10 Spotlight: Microsoft’s Local Love Connections
Sometimes,
the local online space feels like a dating game, as companies with one set
of assets pursue partners that “complete” them. Microsoft is certainly
an eligible player in this game. But how willing is it? It is generally assumed
that Microsoft could play a major role in the directory space — but only
if it sees directory as truly strategic. We’ll hear from Microsoft’s
advertising point person about how the company views the local opportunity,
where its strengths lie and its approach to partnering.
Randy Wootton, VP, Global Search and
Online Marketplace, Microsoft Advertising
Moderator: Neal Polachek, President, BIA/Kelsey
9:45
am – 10:15 am
Networking Refreshment Break
10:15
am – 11:00 am
Self-Service — It’s Closer Than You Think
If
you ask directory publishers if self-service is part of the future of their
industry, they will probably say yes, a small part, and its impact is a long
way off. But quietly, companies are emerging to attack bits and pieces of the
small-business marketplace without the benefit of a sales force. Is self-service
sneaking up on the Yellow Pages industry? And can directory publishers benefit
from self-service?
Alexandre Rambaud, Founder and CEO, AgendiZe
Darren Waddell, VP of Marketing, MerchantCircle
Moderator: Steve Marshall, Director of Research and Consulting, BIA/Kelsey
11:00
am – 11:45 am
Engagement Drivers for Online Yellow Pages
Online
directories are adding more sizzle to the consumer experience. Not just maps,
but 3-D maps. Not just photos, but the ability to virtually walk down the streets
of London or Vienna. More and more, content and functionality is being added
to IYPs to make the user experience richer and more valuable. How successful
are these efforts? What else can IYPs do to drive user engagement?
Matthew Bottomley, Director of New Media
Product Marketing, Yell
Jim Schoonmaker, CEO, EveryScape
Moderator: Michael Boland, Program Director, Mobile Local Media
11:45
am – 12:00 pm
Yellow Pages 2015: Transforming the Enterprise
By
now weÕve absorbed a terabyte of insight on the new direction of Yellow Pages
— more diverse, more leads driven, much less print focused. Now weÕll
gather together some thought leaders and explore how it all falls together.
What changes are in store organizationally, culturally, financially, to make
the business viable in 2015 and beyond?
Conference Ends