Corporate Events Management Assignment - Guillaume Save (European NFC Summit 2012)

8/3/2019 Corporate Events Management Assignment - Guillaume Save (European NFC Summit 2012)

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CorporateEventsManagement

Yourassignmentistoproduceacommercialviabletwo-dayB2Bcorporateevent.Youare

requiredtoprepareaproject,whichcoversindetail,alltheelementsnecessarytovalidateyour

idea.

Assignmentdetails

Conceptandresearchofyourcorporateevent

1.Identify the industry of your corporate event and explain why you have chosen thatindustry.

Ihavechosentocreateaneventaboutthedigitalmediaindustry,notonlybecausewelive

in a society that has increasingly grown reliant on communication and latest technological

gadgets,butitisalsobyfaroneofthemostdynamicandprofitableindustries.Indeed, it is absolutely fascinating to observe how the Internet, music, film, gaming or

mobileindustrieshavechangedandevolvedoverthelastdecade.Evenmoreinterestingisto

note how fast these new technologies that revolutionized those industries and made their

offeringmoreaffordabletoconsumers.

For example, within the space of a few years, the rise of smartphones has turned our

habits upside down. Since the 1990s, this particular industry has improved its customers

accessibility to the Internet thanks to twelve technological breakthrough called: GSM, CDMA,

WAP, I-mode, GPRS, EDGE, UMTS TDMA, CDMA, W-CDMA, TD-SCDMA and 3G. Browsing

seamlesslytheInternetonoursmartphonewheneverandwhereverwe want,haschangedourhabitsandthewayweinteractwiththeworld.Thishasadominoeffect,whichforcesthewhole

mobileindustrytoadaptandre-inventitselfinordertoserveourneeds.Thus,thoseinnovations

andnewideascreatewealth.Therefore,theindustryneedsbusiness-centeredeventsinorderto

sharenewadvancesandmoveforward.

2.Whatpartoftheindustrywillyoubefocusingonandwhy?

Itisreasonabletosaythatthesmartphonerevolutionhasnotreacheditsfullpotential

yet. It is very clear that the mobile industry is going to play a major part in our daily life

particularlyasaconsumer.Thiseventwillnaturallybefocusedonthemobileindustry.More

precisely, I will develop my event on the next stage: the mobile revolution will take us. I

personallybelievetheofflinemobilemicropaymenthasripenedyetandwillofferrichrewards.

GuillaumeSAVEMACommunication

EuropeanCommunicationSchool

1stofDecember2011


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5.Whatspecificangleisyoureventlookingat?Howdidyouvalidatethis?Saywhythereis

aneedfortheseissuestobecoveredinacorporateforum.

Becausetheofflinemobilemicropaymentisaverynewandstutteringtrendinthemobile

industry,myeventaimsathelpingallthedifferentactorsofthismarket,butmorespecifically

merchants,tounderstandtheNFCsadvent,itsproblematic,itsperspectives,butalsothenew

consumptionpatternsandtheredefinitionofthemicropaymentindustrythatitimplies.Indeed,

howcoulda merchantbuiltan efficientNFCmarketingstrategyifhedoesnotunderstandhowthecustomershabitshavechanged?

Thatiswhy,Ithink,afirsteventaboutthetechnologicalprogresses,whichhaveledtothe

NFCtechnology,isimportant.Thankstothisrecontextualization,theaudiencewouldbeableto

understandthesmartphoneevolutions andhowtheseevolutionsallowpeopleto experiencea

new kind a shopping, especially a local shopping. Then, to consolidate this theoretical

knowledge, I will propose them a paneldiscussion, a case study and a conference abouthow

practicallybuiltanefficientNFCstrategy.

Also,itseemedimportanttometomaketheaudienceunderstandhowfundamentalisthe

securityissue.Indeed,atthemoment,customersstillbelievethatacreditcardissaferthantheNFCofflinemobilemicropayment.ThatiswhyIwouldreallylikeStarbucksSVPandGMDigital

VenturesAdamBrotmantoexplainwhydidhiscompanyfailtopreventaveryplausiblefraud

attempt,andhowdiditimproveitssecuritysystem.Ofcoursethisnewtechnologywillmakethe

customerslifeeasier.Butbecauseitsimplifiespeopleslife,companieshavetounderstandhow

tobetterprotectthissystemfrome-criminal.Again,Iwillcombinetheoreticalknowledgewitha

verypracticalcasestudy.

It is also crucial that every single link in the chain understand the complex financial

mechanismthathidesbehindthesimplicity,andhowtheredefinitionofthefinancialecosystem

shouldleadtoawin-winprocess.Finally,Iwouldvalidatethiseventwiththisideaofunderstandingthecomplexitybehind

thesimplicity,becausealotofNFCeventsseemtodonotreallyunderstandhowimportantthe

understandingofthisnewtechnologyiscrucialtohelpawholefinancialecosystemtoevolve

thankstoit.

Agenda

5.Writetheagenda foryourcorporateevent; explainwhy thoseissuesneedtobeon theagenda and the commercialviability behind your topic ideas. You should have enough

topicsandsessionstocoveratwodayeventwithamixtureofcase-studies,presentations

andpaneldiscussions.

DayOne

1Presentation

Understandingtheadventofofflinemobilemicropayment.

-FrommobilephonetotheconsumersSwissarmyknife.

-Onlinemobilemicropayment:premiseoftheNearField

Communicationtechnology.

-Thesmartphonesinvasionastheofflinemobilemicropayment

revolutionstriggeringfactor.


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2Presentation

Adaptingsmartphonestechnologytoextendyourtargets.

-Ashorthistoryofthesmartphonestechnologicalevolutions.

-AtechnicalanalysisoftheintegratedNFCchip.

-WhatnewpossibilitiesthisNFCsmartphoneofferstotheconsumer?

3Presentation

ExploringhowNFCcreatesanewshoppingexperience.

-Thenewreal-timem-commercelocation-basedplatform.-Thesingletapexperience.

4-Paneldiscussion

Higherinthecloud:discussingWalletomnipresenceinthefuturecustomers'life.

UnderstandingtheWalletsroleinthecitizenslife. Willwalletreplaceofficialdocuments? Willitbepossibletocreateaworldwildwalletdocumentsrecognitionsystem? Howpublicpowershouldtakepartinit?

5Presentation

Revolutionizing consumption patterns by reinventing commerce as a Mobile Local

Commerce.

-Understandingthenewconsumersbehavior.-Revitalizingthelocalcommerceactivitybycommunicatingwithcustomers.-BeopentotheWeb2.0media:startadialogue.

6-Paneldiscussion

HowadoptingabespokeandefficientNFCstrategy?-Understandingyourtargetsandtheirneeds.

-Adaptingyourbusinessoffers.

-Rewardingyourbestcustomers.

-Efficientlyusingthesocialmedia.

-Communicatingwithyourtargets.

-RoadmaptolaunchingaNFCstrategy

7-CaseStudy

SmallbusinessandMultinational:somuchincommon.

-Inthiscasestudy,byexplaininghowtheysucceededinimplementingasuccessfulNFCstrategy,Jean-FranoisMahtoute,aFrenchrestaurantowner,andNatalieStanisich,

SeniorProjectManagereCommerceatGuess,willshowhow,inanycase,aNFCstrategy

hastofollowsomeineluctablestepsregardlesshowbigisthebusiness.

8Presentation

Conversingwithcustomerstoimprovetheirloyalty.

-Howefficientlyusesocialmediatobeintouchwithcustomers.

-Personalizingproductsoffers.


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DayTwo

1-Paneldiscussion

Becausesimplicitydoesnotrhymewithinsecurity:

WhyaNFCsystemissurerthanacreditcard?

-Donotmakethesamemistakesasallnewtechnologies.

-TheNFChardwaresecuritysystem.

-TheNFCsoftwaresecuritysystem.

2-Casestudy

TheJonathan'sStarbuckscard.

-Thefirstsocialpaymentexperiment.

-Becauseacompanyhasalwaystotakecontrol.

-Amorepersonalizedservicetoasaferdatabasecontrol.

3Presentation

CapitalizingtheNFCtechnologytobecomeaBank2.0.

-FollowingtheconsumershabitstonotbeincompetitionwithNon-Banks.

-SimplifyingClient-to-Businesspayments.

-IncreasingClient-to-Clientbankingservices.

4Presentation

Collaboratingbetweenfinancial,mobileandretailsecosystemstocreatea"win-win"deal.

-Theredefinitionofthefinancialecosystem

-Wheninterdependenceisasynonymofeconomicgrowthandanantonymofmonopoly.

-WhyaretrustedservicesmanagersneededtoensureabalancedNFCecosystem?

5Workshop E-commerceStreet

-By roaming our two NFCs market chain repro- ductions Behind M-commerceStreetandM-commerceStreet-,youwillmeetallthelinks

players of the NFC chain, experience the new marketing, communication

andcostumer loyaltyperspectivesthat this revolutionary technology offers

you,whilebeingguidingbyeachlinksgreatestspecialsts.

6Workshop BehindE-commerceStreet

-By roaming our two NFCs market chain repro- ductions Behind M-commerceStreetandM-commerceStreet-,youwillmeetallthelinks

players of the NFC chain, experience the new marketing, communication

andcostumer loyaltyperspectivesthat this revolutionary technology offers

you,whilebeingguidingbyeachlinksgreatestspecialsts.


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Daytwo:

1- Casestudy:TheJonathansStarbuckscardAdamBrotman(SVPandGM,DigitalVenturesatStarbucksCoffeeCompany)

2- Paneldiscussion:Becausesimplicitydoesnotrhymewithinsecurity:Whya NFCsystemissurerthanacreditcard?

MikeShadmani(VP,GlobalPayPassProductDevelopmentatMasterCard)Emmanuel Eyraud (Service Risk & Security Manager at Gemalto)

JoseMiguelEsparza(E-crimeAnalystandSecurityResearcheratS21seclabs)

3- Presentation:CapitalizingtheNFCtechnology:anewpositionforBanksLoreal LeGate (Director, Global Communications - Emerging Payment Technologies at

AmericanExpress)

4- Presentation: Collaborating betweenfinancial,mobileandretailsecosystemstocreateawin-windealJanRottiers(HeadofProgrammeatOrangeFTGroup/NFCContactlessPayments)

LewisNolan(VP,MarketDevelopmentMobileandContactlessatVisaEurope)

5- Workshop

6- Workshop

8. What kind of companies is your event for identify the top 50 companies (buy

side/end-user)

- Zara- H&M- Mango- Jules- Lewis- Bershka- NewLook- Etam- Camaieu- Celio- Guess

- McDonald- Quick- KFC- Flunch- Briochedore

- IKEA

- But

- Conforama- Fly

- Accordhotels

- EtapHotel

- Formule1- Ibis

- Novotel- Mercure

- Sofitel

- YvesRocher

- Sephora

- Marionnaud- Nocib

- JouClub

- ToysRus

- KingJouet


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- Subway- Paul

- Dcathlon- GoSport- Sport2000- Intersport- MadeinSport

- GalerieLafayette- Carrefour- Auchan- SuperU- Intermarch- E.Leclerc- Gant- Cora- Fnac

9.Whospecificallyfromthosecompaniesformsyourtargetaudience?Definethembyjob

titlesandcompanytypes.

- HeadofEmerging/InnovativePayments- DirectorofEnterpriseGrowthStrategy- MoneyMovement- VpOnline/Web/InternetChannels- HeadofDigitalChannels- HeadofDigitalNetworks- DirectorofTransactionServices- DirectorofDirectChannels- DirectorofDirectMarketing- HeadofM-commerceandE-commerce- HeadofMobileStrategy- HeadofMobileProductDevelopment- HeadofMobileProductInnovations - SeniorVicePresident,MobileContactless- DirectorofMobileMarketing- SeniorVicePresident,MobileBusiness- HeadofEmerging/DigitalPayments- HeadofMobileChannel - VicePresident,MobileBrandStrategy - ExecutiveDirectorofPaymentAcceptance- DirectorofCustomerExperience- SeniorVicePresident,LoyaltyMarketing- HeadofInnovativePlatforms- HeadofMobileWallet- VicePresident,StrategicBusinessDevelopment

- LaconfederationdesburalistesdeFrance

- Laconfederationnationaledelartisanat,desmetiersetdesservices

- Laconfdrationnatinaledela

boulangerie- Laconfederationdelartisanatetdes

petitesentreprises

- LaconfdrationnationaledesfleuristesdeFrance

- Laconfdrationfranaisedelaboucherieboucherie-charcuterie

traiteurs

Lafdrationfranaisedespharmaciens

- LaPoste- SNCF

- RATP

- ContactlessServicesDirector

- HeadofMobileDevelopment

- HeadofMobilePayments- DirectorofMobilePayments

- HeadofNFC

- VicePresidentofMobileFinancialServices

- DirectorofBusinessDevelopment

- HeadofInnovation

- DirectorofMobileDevelopment

- VicePresidentofCommerce

- ProductManager-MobileCommerce

- VicePresident,GlobalContactlessandMobileNFC

SolutionsinAdvancedSolutionsandInnovation

Division

- SeniorManager,Mobile,ContactlessandInnovationStrategy

- Director-FinanceLoyaltyPropositionandStrategy

Development

- Marketingofcontactlessservices

- ProjectManager/M-Commerce

- HeadofMobilebusinessdevelopment

- HeadofBluetoothandNFCSW

- NFCMiddlewareEngineer

- Director,E-CommerceOperations

- SeniorProjectManagereCommerce

- VP,GlobalPayPassProductDevelopment- NFCMarketingManager

- E-crimeAnalystandSecurityResearcher


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- DirectorofPartnerships - DirectorofNFCProductDevelopment- VPInnovativeDevelopmentService- Headm-Payment- SeniorManagerStrategicMarketing - DirectorInnovationandBanking- HeadofProgramme- VP,MarketDevelopmentMobileandContactless- Director,GlobalCommunications-EmergingPaymentTechnologies- HeadofSecurity- SVPandGM,DigitalVentures

10.Whywouldtheywant/needtoattend?

Obviously, theyneed to attend this event because they would seize an opportunity to

understand how the NFC revolution is taking place, and how they can be a part of the new

revolutionarywaytogrowabusiness.

Because, it is fair to say that the advent of the NFC technology is going to completelyredefinetheconsumershabits,allthepartiesoftheofflinemobilemicropaymentindustryhave

tounderstandthecomplexreasonsofthischangeandthenewrulesitimplies.

Therefore,ourevent,asopposedtoourcompetitors',willhelpouraudiencetoperfectly

comprehend and master the ineluctable advent of the NFC thanks to a recontextualization of

technologicalprogresses,howitwillcreateanewwaytoshoplocally,howtosecurethisnew

shoppingprocessandhowtofitittotheirownbusiness.

Sponsorship

11.Definethebuy/sellsiderelationship.What typesof companiessell/provideservicestoyour

audience?

To completely understand thebuy/sell side relationship,ithastobe kept in mind that

thiseventsaimistoconvincemerchantsthattheNFCtechnologysadventis,withoutanydoubt,

asimportantandrevolutionaryaswasthecreditcardsdemocratization.Infact,thewaythat

people consumes is going to change in the next few years. The complete system is going to

refocusonlocalcommerceandtoopenthepossibilityofanewlocaleconomicgrowth.

Therefore, all the links in the offline mobile micropayment chain, from the NFCchipmakers to the financial services, would be well advised to favour the advent of the NFC

technologyinFrance,andmoregloballyinEurope.

Thus, directly or indirectly, seven types of companies sell or provide services to the

merchantaudience.

Firstly, it seems obvious that without any NFC chipmaker, there would be no NFC

technology and industry. That is why, by providing NFC chips to handset OEMs, which, by

extension, would allow their customers to use their smartphones as a credit card, NFC

chipmakersarethefirstserviceproviderwecanidentify.


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Secondly,thewholeconceptoftheofflinemobilemicropaymentrestsonthecapabilityof

usingonessmartphonetocompleteapurchase.Thus,handsetsOEMsarethefirstkeyservice

provider.

Thirdly,asfarasmobilecarriersareconcerned,theproblematicisalsoquietsimple:tobe

able touse onessmartphone asa credit card,one needsa mobile phone contract.Therefore,

customers have tobeboundwith a mobile carrier to beable tocompletea purchase. Mobile

carriersareanindirectserviceprovider.

Fourthly, it is also obvious that operating system developers are vital to connect asmartphoneanda creditcard.TheyarethelinkbetweenthetechnicalsideoftheNFCindustry

and the financial side ofthe system. That iswhy they have tobeconsideredasanimportant

piece of the system. They are direct providers to merchants. Indeed, the wallet application,

whichhasbeensettinguponthesmartphone,hastoberecognizedbythemerchantspointof

sale.

Fifthly,by assumingprimary liability fortheconsumers capacity to pay, issuing banks

provideafinancialservicetomerchants.

Sixthly,byprovidingcustomerswithcreditcards,financialservices,suchasMasterCard

orVisa,areexplicitmerchantsproviders.Seventhly,trustedservicesmanagerscanbeconsideredasamerchantserviceprovider

becausetheymakesurethatacustomerisabletointegratehiscreditcardonhissmartphone.

Therefore,theyprovidemerchantswithanewandmoresecurewayofpaying.

12.Identifythetop50companiesthatcouldsponsoryourevent.

NFCchipmakers:

- InsideSecure(basedinFrance)- NXP(forAndroiddevices)- Broadcom

HandsetOEMs:

Operatingsystemdevelopers:

- Android- Apple- Microsoft- Digitalairways- Morpho- Thinkandgonfc- Airtag

-Motorola

-Nokia-Palm

-Sagem

-Samsung(+Google)-Sanyo

-Siemens-Sharp

-SonyEricson

-Acer

-Alcatel-Apple

-Asus

-Blackberry-Garmin

-HTC-Huawei

-LG

Mobilecarriers:

- BouyguesTlcom- SFR(Vivendi)

- Orange(FranceTlcom)

Issuingbanks:

- BanquePopulaire

- BNPParibas

- Caissedpargne- CrditAgricole

- CrditLyonnais- CrditMutuel

- HSBC

- LaPoste- SocitGnrale


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Trustedservicesmanagers:

- FirstData- FirstTrust- SunTrust- PNC- Gemalto(Valimo)- EricssonIPX- GlobalPlatform- TrustedLogic

13.Whywouldtheysponsor,whatarethebenefitstothem?

First,eachprotagonistofallthedifferentlinksinthechainhastosponsorthistoshow

how they are involved in the democratization of the NFC technology. Because this NFCtechnologyisnewinEurope,andisgoingtoturnourconsumptionhabitsupsidedown,allofthe

economicsystemspartieshavetoconvincebothmerchantsandconsumersthattheirproductis

thesecurest,mostefficient,simplest,mostenjoyableonethatsomeonecouldfindtousetheNFC

technology.Theywanttobeperceivedaspioneers.Thatiswhytheydohavetobeapartofthis

event,whichisgoingtobeoneofthemostinformativeoneforEuropeanmerchants.

Moreover,thismarketisverycompetitive.Forexample,GoogleandSamsungenteredinto

a partnership agreement while HTC, LG Electronics, Motorola Mobility, Research in Motion,

SamsungMobileandSonyEricssondecidedtosupportGooglesrivalIsis.Thus,eachsidehasto

provethattheirsystemisgoingtobecomethemarketleader.Logically,theycannotaffordtomissoneofthebiggestB2BNFCconferencesinEurope.Thisisa hugeopportunitytoconvince

themoreinfluentialcontinentalmerchants,andgainmarketshare.

Also,everyplayerofeachlinkinthechainhasitsowninteresttoattendthisevent.For

instance,assmartphonesaregoingtobethekeydeviceoftheconsumerslife,thehandsetOEMs

dohavetoshowthattheyareinvolvedintheNFCadventtosucceedin gainingtheconsumers

confidence,andthen,makingthemchosetheirsmartphonesinsteadoftheircompetitors.Thus,

theywouldsucceedincreatingaloyaltyrelationshipbetweentheconsumerandhissmartphone.

Tosumup,eachNFCverticalagreementssystem,forinstance:NXP+SonyEricson+Isis,

hastoproveitssuperiorityoveritscompetitors,andeachplayerineachlinkinthechainhasto

convinceconsumersthatitisthebestinitsownfield.

14.Explainthecommercialviabilityofyourevent.

First, oureventwill be hold in Strasbourg to tell theEurope that theNFCrevolution is

coming.Therefore, itisabsolutelyplausibleto saythattheNFCtechnologywillevolve.Thus,it

willsurely beneededto holdanotherevent next year aboutthe new roleof the wallet inthe

consumerslife.Forexample,PaypalhaspubliclyannouncedthatitsPaypalwalletwilloffer

muchmoreopportunitiesthanGoogleWalletdoes.Also,forsure,newsecuritysystemswillbedevelopedaswellasnewtechnicstoincreasethem-marketingortheconsumersloyalty.

Financialservices:

- JCB

- MasterCard

- Visa


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Inotherwords,becausethisisonlythebeginningoftheNFCinEurope,wewillbeableto

usethetechnologicalprogress,thenewsecurityrulesorthenewfinancialagreementstohold

newconferencesinStrasbourg.

Geographicallyspeaking,SouthAmerica,AfricaandtheMiddleEastareprobablythemost

profitablegeographicpartsbecausethereisnoNFCmarketyetintheseareas.Indeed,theNFC

technologyhasbeenlaunchedinJapanfewyearsago.Also,alotofconferences heldinAsiaand

intheUnitedStatesofAmerica,wherethefirstworldwildwallethasbeenlaunched.Thesetwo

marketsseemtobemuchmorecompetitive,butitcouldbeinterestingtoholdoneeventintheUS, especially in Los Angeles, to observe whether the American audience appreciate our

methodology.

Marketing

15.Identifythecompetitiveevents.Howdoesyoureventdifferfromthem?

Thecompetitiveeventsare:

- NordicCardMarkets,18-19January2012,Copenhagen,Denmark.- TransportTicketing2012,24-26January2012,London,UK.- TheNordicNFCSymposium2012,25-27January2012,Stockholm,Sweden.- Mobilepayments&NFC,30January2February2012,London,UK.- GSMAMobileWorldCongress,27February1March2012,Barcelona,Spain.- NFC2012,13March2012,Helsinki,Finland.- NFCTicketingEurope2012,20-21March2012,London.- Wima2012,11-13April2012,Monaco.- NFCWorldCongress,17-19September2012,Nice,France.

First,ithastobeobservedthatifallthiseventstalkabouttheNFCatsomepoints,only

fiveofthemarefocusingonthistechnology.Indeed,theNordicCardMarketseventisonlygoing

totalkabouttheNFCtechnologybecausecreditcardsaregoingtobeintegratedinsmartphones.

Also,itisobviousthattheNFCTicketingEurope2012doesonlytackleonespecificpossibilityof

thisrevolutionarytechnology.

Butwhatreallydiffersoureventfromtheothersisthefactthatitisnotaneventthatonly

allowspeopletoshow,withoutanylogicalreflexionprocess,whattheyaredoingwithNFCintheirowncountry.AsopposedtoourbiggestcompetitorNFCWorldCongress,basedinFranceas

well, our event allows our audience to understand why consumers are changing their

consumptionpatterns,howdoesitchangethewholeindustryfunctioning,and,finally,howto

builtanefficientNFCstrategy.

Toproveourpoint,itisremarkabletoobservethatanyofourcompetitorsseemtohave

understood the key importance of the local mobile commerces advent. Therefore, how could

someoneexplaintoamerchanthowtobuiltaveryefficientNFCstrategywhetherthismerchant

has not already understood the fact that, for instance, his customers smartphone open the

possibilityofasimplerandcheapernewloyaltystrategyandpositioning?Inconclusion,ourFrance-basedeventisnotacompilationofwhattheNFCtechnology

allowsconsumersandmerchantstodo,andwhatitchangesintheglobalindustry;butawell


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structuredeventthatmakeouraudienceunderstandthepremisesandtheexplanationsofthis

advent,thecomplexityofthisnewtechnologyandhowitcouldbeefficientlyusetoincreasethe

localeconomicgrowth.

16.WhatarethehighlightsandUSPsofyourevent?

There will be severalhighlights during this event. First, thepanel discussion about thewallets omnipresence in the future consumers life will undoubtedly catch the audiences

attentionbecauseofthespeakersexpertiseandbecauseofthefiercecompetitionbetweentheir

companies.

Then,theaudiencewillhavetheprivilegetohearStephanieTileniusdefiningtheMobile

LocalCommerce.

Moreover,thecasestudy,thatexposesthesimilaritiesbetweentheNFCstrategiesofa

smallbusiness and a multinational,will beattentivelyfollowedasitgives key informationto

launchabespokeNFCstrategy.

Also,theBecausesimplicitydoesnotrhymewithinsecuritypaneldiscussionisakeyonebecauseofthefactthataMasterCardspecialist,aGemaltosecurityspecialistandaS21seclabsE-

crime analyst will discuss how sure is the NFC system, which matter has to be entirely

understoodto reassureandconvince customers.Thus,thispresentationwillgive theaudience

thetoolstocommunicateabouttheNFCssecuritysystem.

Withoutanydoubt,thewin-windealpresentationwillperfectlyprovetotheaudience

that if all the offline mobile micropayment industry parties are moving forward in the same

direction,eachlinkinthechainwillbenefitfromtheNFCrevolution.

FinallyeventsmainUSPwillbetheM-commerceStreetworkshop.Indeed,byroaming

throughourtwoNFCsexhibitionvenuesBehindM-commerceStreetandM-commerce

Street-,theaudiencewillmeetallthekeyplayersoftheNFCchain,experiencenewmarketing

strategies, communication and customer loyalty, as well as getting accustomed to the

perspectivesthisrevolutionarytechnologywillbring.Attendeeswillbeguidedbytheworld's

leadingauthorityoftheindustry.Thus,theywillbeallowedtogleanthroughallthetheoretical,

technical and practical information required to launch an efficient and bespoke NFCstrategy,

whilstbuildingupaprestigiousandbespokeaddressbook.

Tosumup,ouruniquesellingpropositionswillbe:Firstly,thelogicalreflexionprocess

thatmakesouraudienceunderstandtheNFCrevolutionandhowtobeapartofit.Secondly,the

qualityandtheheterogeneityof theeventsspeakers.Thirdly,ourworkshop.Fourthly,holding

oureventinStrasbourgisalsoauniquesellingpropositioninthatoureventsendsasymbolic

messagetothewholeEurope:Therevolutionisatyourdoor,getreadynow!

17.ListallthemediumsandsourcesyouusedduringyourresearchincludingallwebURLsand

articles,whichwasthemosteffective?

- http://www.adelya.com/2-37092-Home.php- http://www.airtag.com/AIRTAG-rejoint-le-Forum-des.html- http://androidcommunity.com/isis-google-wallet-competitor-to-run-on-android-20110923/- http://blogs.barrons.com/techtraderdaily/- http://blogs.computerworld.com/19162/nfc_how_apples_using_google_for_the_iphone_wallet - http://blog.lefigaro.fr/medias/2011/04/momo-le-paiement-mobile-face-a-1.html- http://blog.viadeo.com/fr/2011/11/17/nfc-app-media-sociaux-mobilite-smartphone-banque-2-0/


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- http://blogs.wsj.com/digits/2011/10/26/nearer-and-nearer-nfc-chipmaker-celebrates-numbers/- http://www.businessmobile.fr/actualites/nfc-apres-nice-cityzi-debarque-a-strasbourg-39763705.htm- http://www.connecthings.com/node/77?language=en- http://www.dealerscope.com/aggregatedcontent/nfc-chipmaker-ships-10m-units-date-2011- http://www.degroupnews.com/actualite/n6763-nfc-sans_contact-application-cityzi-mobilite.html - http://www.dmnews.com/nfc-more-than-digital-wallets/article/215793/- http://www.engadget.com/2011/06/16/sony-ericsson-signs-deal-with-nfc-chip-maker-gets-ready-to-do-

t/

-https://www.facebook.com/jonathanscard

- http://www.fiercemobilecontent.com/story/google-wallet-rival-isis-confirms-support-android/2011-09-22

- http://fr.locita.com/mobile/la-technologie-nfc-changera-t-elle-les-habitudes-du-consommateur/- http://geoloco.tv/speakers - http://www.gemalto.com/nfc/tsm.html- http://www.generation-nt.com/afmm-mpme-paiement-mobile-operateurs-actualite-988221.html- http://gigaom.com/2011/10/24/nfc-chipmaker-ships-10m-units-to-date-in-2011/- http://www.good.is/post/lessons-from-the-end-of-the-free-for-all-starbucks-card-experiment/ - http://jonathanstark.com/card/#give-a-coffee - http://imsinstantpay.blogspot.com/2011/08/nxpi-nfc-chip-maker-stock-soars-130-in.html - http://www.insidevirtualgoods.com/us-virtual-goods/ - http://www.itespresso.es/la-tecnologia-nfc-proximo-objetivo-de-cibercriminales-55869.html - http://www.journaldunet.com/solutions/systemes-reseaux/nfc/- http://www.journaldunet.com/ebusiness/commerce/paypal-wallet-1111.shtml- http://mashable.com/2011/11/02/paypal-wallet/- http://www.mastercard.us/google-wallet.html- http://www.micropaiement.pro/micropaiement-mobile-paiement - http://www.micropaiement.pro/categorie/micropaiement-mobile (allarticles)- http://www.microsoftgamefest.com/london_conferencedetails.htm- http://www.mobileeurope.co.uk/news/news-analysis/8299-ericsson-ipx-to-become-nfc-trusted-services-

manager

- http://www.mobiles-actus.com/test/mobile.htm- http://www.moneo.net/infos-legales.html- http://news.cnet.com/8301-13846_3-20011153-62.html- http://www.nfcrumors.com/07-24-2011/what-is-a-trusted-service-manager-tsm/- http://www.nfcrumors.com/tag/iphone-5-nfc-chip-maker/ - http://www.nfctimes.com/news/major-wireless-chip-supplier-broadcom-announces-first-nfc-chip - http://www.nfcworld.com/ - http://www.nfcworld.com/2010/08/13/34302/apple-hires-nfc-expert-as-mobile-commerce-product-

manager/

- http://www.nfcworld.com/nfc-phones-list/#available - http://www.nfcworld.com/2011/08/25/39363/deutsche-bahn-to-roll-out-touchtravel-across-germany/- http://www.nfcworld.com/events/ - http://www.nfcworldcongress.com/ - http://www.nfcworldcongress.com/conference - http://www.nicerendezvous.com/car/201005219045/nice-ville-nfc-lancement-du-sans-contact-mobile-

estrosi-ministre-industrie.html

- http://www.nytimes.com/2011/05/24/technology/24pay.html?_r=1- http://www.paug.fr/2011/09/slides-des-presentations-sur-le-nfc.html- http://www.pcmag.com/article2/0,2817,2393283,00.asp- http://pool7.kermeet.com/C/ewe/ewex/buzzness2012/- http://www.poptronics.fr/Les-biens-virtuels-un-business-si - http://pro.clubic.com/e-commerce/paiement-en-ligne/actualite-439870-visa-manie-carotte-baton-

pousser-adoption-paiement-nfc.html

- http://www.readwriteweb.com/archives/a_more_personal_classified_zaarly_brings_mobile_co.php - http://sanscontact.wordpress.com/tag/cityzi/ - http://www.smartinsights.net/reports/index.php/reports/tsm-for-nfc-market-2011.html


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- https://squareup.com/cardcase- http://techcrunch.com/2011/08/10/the-vast-starbucks-conspiracy-jonathans-card-wasnt-faked/- http://www.techyou.fr/2011/08/26/le-nfc-met-le-contact/- http://www.terrapinn.com/conference/near-field-communication-world-asia/index.stm - http://triad.news14.com/content/top_stories/649606/paypal-wallet-aims-to-put-transactions-in-the-

cloud

- http://www.trusted-logic.com/spip.php?article13 - http://www.twistimage.com/blog/archives/the-real-business-of-virtual-goods/ -

http://ubacto.com/flux-pages/-100000002784.shtml- http://www.uic.org/forms/spip.php?article1161 - http://us.generation-nt.com/mobile-payment-nfc-google-wallet-isis-manufacturers-news-3153731.html- http://www.vendingmarketwatch.com/news/10280070/first-near-field-communication-conference-

planned-for-spring-2012

- http://www.wbresearch.com/emergingpayments/- http://www.wired.com/epicenter/2011/05/google-launches-nfc/- http://www.wired.com/epicenter/2011/05/paypal-sues-google-wallet/- http://www.youtube.com/watch?v=am8t6iZ7up0- http://www.youtube.com/watch?v=DsaJMhcLm_A- http://www.youtube.com/watch?v=gKGptWtzeaU&feature=relmfu- http://www.youtube.com/watch?v=gZGoXvzW4WU- http://www.youtube.com/watch?v=NKuUzNnb8a- http://www.youtube.com/watch?v=ueJEICjlQTo

Undoubtedly,themosteffectivesourcewastheGoogleWalletproductlaunchvideo:

http://www.youtube.com/watch?v=am8t6iZ7up0

18.Whoarethekeyindustrybodies/associations/regulatorsandhowshouldtheyparticipatein

yourevent?

Thekeyindustrybodies,associationsorregulatorsare:

- GSMAssociation.- GlobalPlatform.- EuropeanPaymentsCouncil.- NFCForum.- MinistredelEconomie,desFinancesetdelIndustrie,chargdelIndustrie,delEnergie

etdelEconomienumrique.

- Forumdesservicesmobilessanscontact.- VilledeNice.- VilledeStrasbourg.- MobileContactlessServicesForum.- AssociationFranaiseduSansContactMobile.

Definitely, all these bodies/associations/regulators have to be integrated in the M-

commerceStreetworkshop.Itisimaginablethattheycouldbescatteredinthemarketmap

and provide help or information about specific regulation rules for instance. It is highly

important to make sure that these bodies/associations/regulators will be a part of the event

because they will propose a neutral and objective point of view to the merchants on their

matters.


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Also, thanks to their objectivity, it is important to make sure that oneor twospeakers

from these associations are going to take part in panel discussions. They could bring very

interestingproblematicthatsubjectiveprofessionalswouldsometimesliketoavoid.

19.Createapowerfulstraplineandtitleforyourevent.

Thetitleofyoureventwouldbe:NFCEuropeanCongressAndthestraplinewouldbe:Understandingthecomplexitybehindthesimplicitytobea

partoftherevolution.

20. Create a two pages brochure for yourevent for yourdelegates.Thisbrochureshould have

enoughinformationandexcellentmarketingcopyinordertoencouragedelegatestoregisterto

attendyourevent.


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Documents

Corporate Events Management Assignment - Guillaume Save (European NFC Summit 2012)