Doing Business On-line

Program - Day One

27-28 November 1995, Golden Gate Hotel, Sydney
8.15	Coffee and Registration

9.00	WELCOME FROM THE CHAIR
	Philip Dutchak, Editor,
	Convergence

9.10	WHAT ARE THE MARKET DEVELOPMENTS FOR ON-LINE SERVICES?
	*	The opportunities and threats of electronic commerce
		-	a world of browsers or immediate responses to changing market demands?
	*	Market assumptions
		-	size, growth pattern, shape
	*	Crucial areas for commercial viability of on-line service providers
	*	Consumer marketing issues
		-	will marketing on-line increase price competition?
	*	What will determine a viable on-line "consumer front-end"
		-	deployment and pricing of ISDN services
	Dr Roger Buckeridge, Senior Consultant,
	Cutler & Company

9.50	KEYNOTE ADDRESS; CONSUMERIZING ON-LINE SERVICES
	*	Are On-line Services ready for business?
	*	How to tempt on-line shoppers
		- eg. shopping mall directories
	Jack Davies, President,
	America OnLine International, USA (invited)

10.30	Morning Coffee

10.50	FINDING YOUR MARKET; WHAT IS THE PROFILE OF A TYPICAL ON-LINE USER
	*	Age      * Sex    * Demographics
	*	Income  * Psychographics
	Panel: John Scott, Technical Director, Radiant Publications; 
	Paul Wilson, Chief Executive Officer, Pegasus Networks

	CARRIER PERSPECTIVES FOR ON-LINE SERVICES
11.30	TELSTRA’S DIRECTIONS FOR ON-LINE SERVICES
	*	Telstra's evolutionary plan - narrowband to midband to broadband
	*	Building partnerships with content developer
	*	Working together with government and business for Co-operative Multimedia Centres
	*	On-line services for industry and retail
	Peter Bakunowicz, General Manager, Market Development,
	Telstra Multimedia

12.10	OPTUS' ON-LINE SERVICE PLANS
	*	Carrying on-line PC services through cable network
	*	Impacting pricing and consumer expectations for services
	Brendan Yell, Business Strategist, On-Line Services,
	Optus Vision

12.50	Lunch

	ON-LINE ELECTRONIC PUBLISHING
2.10	ON-LINE SERVICES IN THE MARKETING MIX
	*	How do on-line services fit into an organisation's marketing strategy?
	*	How the features of the MSN can be used to fulfill the traditional elements of a marketing plan in a more effective manner
	*	What about the Internet?
	Jane Donald, Business Development Manager,
	On Australia

2.50	CASE STUDY: THE SYDNEY MORNING HERALDS PRACTICAL EXPERIENCES WITH ON-LINE SECTIONS
	*	Reasons for going on-line
		-	creating interfaces for the Internet and Home Pages
	*	Interactive sections for users
		-	e-mail
		-	weekly statistics on visits
	*	Surprises and difficulties
		-	lessons learnt
	Tony Sarno, Editor, Computers & Communications,
	Sydney Morning Herald

3.30	THE USER EXPERIENCE OF ON-LINE PUBLISHING
	*	Hitches and glitches
	*	Feedback - measuring consumer responses
	Panel:Steve Watson, National Sales Director,
	Rolling Stone Magazine & Next Media;
	Mark Pullen, Sales Manager,
	Dymocks City Business & Education

4.10	Afternoon Tea
4.30	DOMESTICATING ON-LINE SERVICES
	*	Business models - assessing business models of on-line services
	*	Licensing - hints for content licensing
	*	Marketing - law and policy update for marketing on-line
	*	Enforcement - obstacles for cross border traders
	Noric Dilanchian,
	Carroll & O'Dea Solicitors

5.10	LICENSING AND REGULATORY ISSUES
	*	Privacy and data protection
	*	Content restrictions and regulations
	*	Defamation
	*	Copyright and trade marks (across the globe)
	Peter Leonard, Partner,
	Gilbert & Tobin, Technology Lawyers

5.50	Close of Day One