B.T. wanted to build a tactical strategy for the use of mobile as a new media. Key employees needed to understand how the mobile media would influence their business - the threats and opportunities that this new technology poses to revenues from advertisers and readers.

Moreover, B.T. wanted to harness the know-how of their employees to create a tactical strategy for implementing mobile services. In other words B.T. wanted non-technical people with insight of their core business to develop concepts for a new range of products and services. In order for this to take place, key employees needed to understand how mobile business and technology work as well as which services are successful and why.

The morning session invested time in educating participants about mobile business and technology. Mobile Identity consultants presented a range of case studies from media and publishing to illustrate technology and business benefits. After the morning session, particpants were split into brainstorming groups which Mobile Identity facilitated to develop a range of new products and services.

In order to evaluate the concepts against B.T.'s business strategy, Mobile Identity and the project sponsor hosted an executive briefing session where senior managers were presented with the concepts developed during the workshop. This session ensured concepts could be prioritised correctly and that high level decision makers were supportive of the opportunities presented by mobile media for B.T.

The concepts were summarised into a report, prioritised by B.T. in cooperation with Mobile Identity consultants. The report also included a tactical mobile strategy, cost overviews, pricing and implementation issues identified by Mobile Identity consultants during the process.

Key benefits from the workshop include:

- Education of key middle managers about the opportunities, challenges and issues presented by mobile media.

- Creating an understanding of how mobile business is being used by the most innovative media and publishing companies around the world.

- Development of 30 new product and services concepts that could be implemented immediately in their business.

- Buy-in from managers involved in the successful launch and marketing of new services.

- Assessment of infrastructure required to enable the new mobile services.

- Employees now think about mobile when developing new ideas in the business.