Guest-of-Honour Dr Yaacob Ibrahim Minister for Information ...

Guest-of-Honour
Dr Yaacob Ibrahim
Minister for Information, Communications and the Arts
Sponsors:
Supporting Partners:
Organised By:

Asia Pacific ICT Summit (APICTS) is the leading conference that offers a platform for key leaders in the ICT
industry to come together to exchange ideas, explore new opportunities and establish network. Attended by top
executives from the region’s most prominent organisations - comprising of infocomm and enterprise business
leaders, C-level executives, entrepreneurs and ICT professionals. Delegates can look forward to an informative
session with the panel of speakers and invaluable networking with the influential.
The theme for the coming Summit, “Success with Digital Engagement”, aims to provide insights on the trends of
ICT business landscape and how technology changes the way in business engagement and collaboration. The
two-day Summit will present and discuss opportunities, technology trends and issues surrounding digital
engagement.
PARTICIPANT PROFILE FOR 2011 EVENT
By Job Title
By Industry
3% 2% 2% 2%
6%
5%
8%
17%
34%
4%
6%
8%
10%
21%
18%
8%
22%
12%
12%
Sr. Mgrs & Mgrs
C-level CEO, CIO, CTO, COO
GMs, SVP, VPs
Others
SR. Dir & Directors
MDs, Country Heads
Executives
E-Business Solutions Provider Communications / IT Consultancies
Corporate End Users
Education
IT / Software Developers
Manufacturers of Communications / Computer Equipment
Communications Authorities
Government / Regulatory Authority / Defence
Small & Medium Enterprises
Media / Entertainment
Carrier / Network Operators
Financial / Banking
Systems Integrators
PROGRAMME HIGHLIGHTS
13 March 2012 14 March 2012
Mining for Ultraviolet Data and a New Approach to Social
Fostering Digital Engagement - ICT Industry Outlook & Key
Initiatives by IDA
Everyone’s Human: The Truth About Online Consumers
Panel Discussion: Exploring the new Frontier of Digital Engagement
Keeping Pace With The Web 2.0 World
Digital Engagement in HRM
Panel Discussion: Trend in Online Engagement
Masterclass: Digital Marketing Strategy
In Dialogue: Little Red Dot as a Digital Hub
What's Next After Social Media
Driving a Social Media in an Enterprise
Building a Vibrant Interactive Digital Media Industry: Nation as An
Innovation Platform by MDA
Online Reputation Management
Panel Discussion: Insight on Digital Marketing Tools
Panel Discussion: Mobile Engagement
Masterclass: Social Analytics Knowhow in 60mins
Information is correct at the time of print.

Visit www.apicts.com for more information
and updates on programmes and speakers.
S P E A K E R S / PA N E L I S T S HI G H L I G H T S
Keynote Speakers
Marshall Sponder
Founder of WebMetrics Guru INC.
Author of Social Media Analytics:
Effective Tools for Building,
Interpreting, and Using Metrics, US
Rodrigo Becerra Mizuno
Managing Director of the
Government Industry and Solutions
Team in Worldwide Public Sector,
Microsoft
Aman Narain
Global Head of Remote Banking
Standard Chartered Bank
Aubeck Kam
Chief Executive Officer, MDA
Damien Cummings
Online & Social Media Director
Consumer & SMB, Dell Global
–
Ronnie TAY
Chief Executive Officer, IDA
Eddie Chau
Chairman, SiTF
Chief Executive Officer, Brandtology
Charlie Pownall
Managing Director & Lead Digital Strategist
Burson-Marsteller Asia-Pacific
Dr. Lai Kok Fung
Chief Executive Officer,
Co-Founder of BuzzCity
Nic Hall
Head of Practice Areas, TNS Singapore
Dan Neary
Vice President and General Manager,
International, Skype
Ian Loon
Director/Head of Mobile Practice, Southeast Asia
Starcom MediaVest Group Singapore
Roger Yuen
Chief Executive Officer, Clozette Pte Ltd
Councillor & APICTS Organising
Committee
Vic Sithasanan
Chief Executive Officer
FutureLab Asia
Loren I. Shuster
Country Director , Singapore &
Emerging Markets, Google
Tim Hird
Managing Director
Robert Half International Singapore
Nick Fawbert
CEO, Third Space Consulting
Shum Mew Toong
Regional Director, ASEAN,
Compuware
Vijoy Varghese
Organising Chairman, SiTF
Country Head, Tata Consultancy Services,
Singapore

REGISTRATION FORM
To register for APICTS 2012,
1) Visit www.apicts.com to book and pay online; or
2) Complete the details below and return it to apicts@mediacorp.com.sg or fax +65 6252 3998. 98
Register by
3 Feb 2012 to
enjoy Early Bird
Special!
Fee Early Bird^ Regular Group
(3 pax &
above)
SiTF Member S$528 S$588 S$488
Non-member S$628 S$688 S$588
No. of passes
Amt
(SGD)
^Early Bird Special is valid if payment is received by 3 Feb 2012, after which regular fees apply. | All fees are indicative of the fees payable per
delegate in Singapore Dollars and are subject to prevailing Goods & Services Tax (GST), bank charges, credit card's administrative fee. | Full
payment is required upon registration for admission to the Summit. | Confirmation will only be sent via email. Walk-in delegates will only be admitted
on the basis of space availability at the Summit and with immediate full payment. | Fee includes all lunches, refreshments and documentation. | The
Organisers reserve the right to make any amendments that it deems to be in the interests of the Summit without any notice.
Delegates’ Details
1
Delegate (s) Name Designation Email Contact No. Mobile No.
Total
2
3
4
5
Organisation
Billing Address
Country
Contact Person
Postal Code
Designation
Email Tel Fax
Mode of Payment
Telegraphic Transfer
Account Name: MEDIACORP VIZPRO INTERNATIONAL PTE LTD. Bank name: The Hongkong and Shanghai Banking Corp Ltd
(21 Collyer Quay, #01-00 HSBC Building, Singapore 049320) Account Number: 147-151252-001 (Swift Code: HSBCSGSG).
Indicate APICTS and name(s) of delegate(s) when remitting the payment. Bank charges are to be deducted from the participating
organisation’s own account and the full fee must be received by the event organiser. All payment to reach by 2 March 2012.
Cheque
Cheque must be made payable to MEDIACORP VIZPRO INTERNATIONAL PTE LTD and mail to: (ATTN: APICTS 2012)
MediaCorp VizPro International, Caldecott Broadcast Centre, Andrew Road, Singapore 299939. Indicate the name(s) of
delegate(s) at the back of the cheque. All payment to reach by 2 March 2012.
Credit Card Payment (additional 3% administrative fee will be charged)
Please charge the total expense to my credit card. MasterCard Visa Expiry date: …………
Card No: …………………………………………………............................................. CVV (3 Digit Security Code): …………
Cardholder’s Name
(as appears on card): ……………………………………………………………………………………..…………………………………….
Cardholder’s Signature: …………………………………….....................................….................. Date …………………………...
Cancellation/Substitution Policy
Cancellations received in writing up to 30 days before the event will be subject to administration fee of SGD100. No refunds will be made thereafter.
Substitution of personnel is welcome at no extra charge by contacting the Organisers. The Organisers reserve the right to change the programme,
cancel or postpone the event due to unforeseen circumstances. The Organiser is not responsible for any loss or damage as a result of a substitution,
alternation, postponement, or cancellation of an event.
© APICTS 2012. All rights reserved.
For more information on APICTS ,please contact:
T: +65 6359 7467 | F:+65 6252 3998 | Email: apicts@mediacorp.com.sg | Address: MediaCorp VizPro International, Caldecott Broadcast Centre, Andrew Road, Singapore 299939

Time Day One: 13 March 2012
8.00am - 8.45am
9.00am - 9.20am
9.20am - 9.35am
9.35am - 10.20am
10.20am - 10.50am
10.50am - 11.20am
11.20am - 11.50am
11.50am - 12.50pm
Registration, Morning coffee & tea
Programme
Welcome & Opening Address
Vijoy Varghese, Organising Chairman, SiTF
Address by Guest-of-Honour
Dr. Yaacob Ibrahim, Minister for Information, Communications and the Arts
Keynote1: Mining for Ultraviolet Data and a New Approach to Social Media
‒ What is Ultraviolet data (information which we either failed to collect, or which we have collected, but is not useful for analysis
and insights) and how to work with it. The analogy of "ultraviolet" to cover platform capabilities (the unused features of
software that most of us don't use, but which may be more valuable than the parts we do use).
‒ Social Analytics - how we can improve the way Analysts and Stakeholders use platforms, and the data they get as a result, but
adding a different approach to how Analytics is conducted, and who runs it.
‒ The role of Analytics – the importance of a Chief Analytics Officer and the need for one in every agency, to better inform agency
heads, stakeholders and clients of the best selection of vendors and the best use of the data, as crucial.
Marshall Sponder, Founder of WebMetrics Guru INC. and Author of Social Media Analytics: Effective Tools for Building,
Interpreting, and Using Metrics, US
Morning Tea break and Visit of Exhibitions
Fostering Digital Engagement – ICT Industry Outlook and Key Initiatives by IDA
In this session, IDA will share on the outlook of the infocomm industry, the initiatives undertaken by IDA – the national infocomm
champion – to foster digital engagement among businesses, consumers and citizens as well as upcoming plans that the industry can
look forward to in 2012.
Ronnie Tay, Chief Executive Officer, Infocomm Development Authority of Singapore
Everyone’s Human: The Truth About Online Consumers
- Practical insights on digital consumers and how to segment them for more relevant engagement
- Brand interaction – understanding the need for a dual proactive and reactive strategy on digital platforms
- Identifying the most appropriate and effective digital channel to engage your target audience
- Ways and means to connect with your customers at different touch points
- Common pitfalls when using digital media to engage your customers
Nic Hall, Head of Practice Areas, TNS Singapore
Panel 1: Exploring the new Frontier of Digital Engagement
Presenting a session on how to engage the new customer in the social media and digital space. How do brands and businesses
connect and interact online with their customers more effectively and build virtual relationships How can organisations extend their
online personalities to engage and communicate directly with customers and clients, and to sustain these relationships The session
will delve into the impact of digital engagement and social media for brands and organisations, and the opportunities and
challenges of this new frontier of digital marketing
12.50pm - 1.00pm
2.00pm – 2.30pm
2.30pm - 3.00pm
3.00pm - 3.30pm
3.30pm – 4.30pm
In Panel:
Roger Yuen, Councillor & Summit Organising Committee, SiTF, and CEO, Clozette, Singapore
Charlie Pownall, Managing Director, Lead Digital Strategist (Asia Pacific), Burson Marsteller
Damien Cummings, Online Director, Asia Pacific & Japan, Dell Global
Ian Loon, Director/Head of Mobile Practice, SEA, Starcom MediaVest Group
Loren Shuster, Country Director, Google Singapore
Lunch
Digital Engagement in a Changing Business
Keeping Pace With The Web 2.0 World
Faced with rising customer expectations and increasing competitive pressures, web site owners and managers are applying new
technologies — such as AJAX, Flex, and Rich Internet Applications (RIAs) — to deliver a more interactive, engaging and customized
user experience. One thing still holds true: Visitors’ expectations are high when it comes to performance, no matter how rich the
experience delivered. Consider the recent Aberdeen Group finding that one-second delays in response time can reduce conversions by
7 percent; and that the average online shopper waits a scant four seconds before going to a competitor’s site.
Enhance your end user’s online experience to increase revenue, decrease cost and build brand loyalty by optimizing your web and
application performance and benchmarking yourself against the best-of-class.
Shum Mew Toong, Regional Director, ASEAN, Compuware
Digital Engagement in HRM
Tim Hird, Managing Director, RobertHalf International Singapore
Case Study – Harbour City, Hong Kong
Harbour City is Hong Kong’s largest shopping mall and has been active in engaging their shoppers via the digital space. Let Karen
share with you Harbour City’s experience and success in digital engagement.
Karen Tam, Assistant General Manager – Promotions and Marketing of Harbour City, Wharf Group; also Vice Chairman of the Hong
Kong Advertisers Association
Panel Discussion: Trend in Online Engagement
A diverse group of trend-watchers, authors, travellers, analysts and content builders are gathered to discuss with the
audience on the state of social media and online influence in the region. The panel will discuss and extrapolate on what
will drive digital engagement in coming years and what technologies, trends and ideas we must keep an eye on.
In Panel:
Preetam Rai , Technologist and Educator (Singapore)

4.10pm – 4.30pm
4.30pm - 6.00pm
Jacky Peng, COO of BuKe ( 步 客 ), Shanghai based mobile apps developer, former podcaster and bridge-blogger
Karen Tam, Assistant General Manager – Promotions and Marketing of Harbour City, Wharf Group; also Vice Chairman of the
Hong Kong Advertisers Association
Kounila Keo, Influencer, Cambodia Also Digital Manager, BBC Media Action of British Broadcasting Corporation
Dr. Serkan Toto, Independent Consultant, Japan Correspondent For TechCrunch
Tai Tran, Investor and Influencer, Vietnam
Afternoon tea break
A Masterclass in Digital Marketing Strategy
A blueprint for a practical integrated deployment of digital marketing techniques
The Southeast Asia digital industry has moved so far and so quickly that we rarely get a chance to take a breather and work out the
best strategic environment for digital marketing. When demands are instant and deadlines tight we often find ourselves
implementing digital marketing as a firefighting exercise – deploying our resources and staff on an ad-hoc basis to whatever
becomes the biggest priority at the time.
In this Masterclass, you will be exposed to a blueprint for developing a long term solution to these challenges which covers route
planning and an analysis of a company’s external environment, internal resources and capability. Nick will discuss on how to
articulate digital marketing strategies that support existing activity, and also how to capitalise on new digital strategic options to
create sustainable differential competitive advantage. He will also touch on meeting typical marketing strategy options such as
positioning and specification of the marketing mix, and the rationale for not choosing certain strategies.
Finally he reviews how resources can be deployed and the organisation structured to meet the strategy.
Nick Fawbert, Partner, Third Space Consulting
6.00pm Closing Remarks & End of Day 1

Time Day two: 14 March 2012
8.00am - 8.45am
Registration, Morning coffee & tea
9.00am - 9.10am
9.10am - 10.10am
10.10am - 10.50am
10.50am - 11.20am
11.20am - 11.50am
11.50am - 12.20pm
12.20pm – 12.50pm
12.50pm – 2.00pm
2.00pm – 2.30pm
2.30pm - 3.30pm
3.30pm – 4.30pm
4.30pm - 4.45pm
4.45pm - 6.00pm
Morning opening - Master of Ceremony
In Dialogue: Little Red Dot as a Digital Hub
This session will discuss the policies, infrastructure and programmes the government have in place to help businesses leapfrog to the
digital platform.
In Panel:
Tim Hird, Managing Director, Robert Half
Aubeck Kam, Chief Executive Officer, Media Development Authority of Singapore (MDA)
Eddie Chau, Chairman, Singapore infocomm Technology Federation (SiTF)
Ronnie Tay, Chief Executive Officer, Infocomm Development Authority of Singapore (IDA)
Keynote: The Future of Communications and Citizen Interaction through Digital
Engagement and communication environments in which businesses, governments, and citizens operate has been radically altered
due to an acceleration in both the pace of technological evolution and its subsequent power. This new evolutionary landscape is
extraordinarily complex and the art of disseminating content within it in order to develop relationships, build trust, publicize facts,
brand engagements, monetize transactions, and serve citizens requires surviving a process of "natural selection" which requires a
unique skill set for "survival." Most importantly, the way technology is used for citizen engagements is having major impacts in
society, such as in the Middle East and “occupy” movements. This has been due to a number of factors, not the least of which are a
worldwide movement in many countries towards more open and transparent government, and advances in cloud computing, mobile
technology, and social media. In this talk Rodrigo Becerra will discuss the phenotype of such neo-influencers in business, government,
and society at large, the tools they are using and how they interact with each other both online and offline.
Rodrigo Becerra Mizuno, Managing Director of the Government Industry and Solutions Team in Worldwide Public Sector,
Microsoft
Morning Tea break and Visit of Exhibitions
Case Study: F&N
Driving Social Media in an Enterprise
- Quick overview of social media in numbers
- The effects of social media to businesses
- How an enterprise can use social to its benefit
- What are the building blocks
- 2 Case studies to explain the process and outcome
Vic Sithasanan, CEO, FutureLab
Building a Vibrant Interactive Digital Media Industry: Nation As An Innovation Platform
Singapore’s Interactive Digital Media (IDM) sector has doubled over 3 years to S$1.2 billion of value added and 11,000 jobs in 2010,
registering a CAGR of 26%. There is emerging vibrancy with a budding start-up community, supported by a growing research ecosystem.
This presentation outlines how MDA is supporting and bringing about the ecosystems of start-ups, research and industry. We
then explore the concept of “Nation as an IDM Platform” to facilitate experimentation and to deepen partnerships among members
of the IDM eco-system.
Michael Yap, Deputy Chief Executive Officer, Media Development Authority of Singapore (MDA)
Lunch
Online Reputation Management
The internet and social media makes managing your company or brand reputation much more challenging. How to stop issues
escalating into significant problems How best prepare for potential crises What are the principles for responding during a crisis
Charles Pownall, Managing Director, Lead Digital Strategist (Asia Pacific), Burson Marsteller
Panel Discussion: Insight on Digital Marketing Tools
The speakers will be given 5mins to introduce their platform and follow by discussion on how enterprises can leverage these tools to
engage its audiences.
In Panel:
Dan Neary, Vice President & General Manager, Skype
Kelly Choo, co-Founder & Business Development Director, Brandtology
Roger Yuen, Founder & Chief Executive officer, Clozette Pte Ltd
Panel Discussion: Mobile Engagement
This session will discuss how companies on their Mobile engagement strategy, the implementation process and success of the mobile
campaign.
In Panel:
Dr. K.F. Lai, CEO, BuzzCity, Singapore
Aman Narain, Global Head of Remote Banking (Online & Mobile), Standard Chartered Bank
Preetam Rai , Technologist, Educator and Influencer
Anol Bhattacharya, CEO, GetIT Comms
Afternoon tea break
Masterclass: Social Analytics Knowhow in 60mins
- 4 types of platforms
- 4 types of use cases
- 4 levels of Social Analytics maturity (for ROI)
- 3 use cases for selection tools to match your objectives
- How to formulate a Social Analytics Plan
- Formulating and Measuring Goals, Strategies and Tactics
- Formulating a Dashboard
- Using a new approach to Social Analytics

Marshall Sponder, Founder of WebMetrics Guru INC. and Author of Social Media Analytics: Effective Tools for Building,
Interpreting, and Using Metrics, US
6.00pm
Closing Remarks & Close of Summit
The organiser reserves the rights to amend or change the programme topics, speakers and time slots without prior notice.