Over 160 execs descend on BAFTA theatre to thrash it out at ME-hosted event.
Monetising Mobile took place last night in central London, bringing together developers, brands, OEMs, operators and more to hear a series of speakers share knowledge of how to make money from mobile applications.
The 160-strong audience included execs from companies such as Endemol, EA Mobile, Navitime, Digital Chocolate, WWE, Penguin and Unanimis.
They heard a succession of short business-focused presentations followed by two animated roundtables.
* Shazam's CEO Andrew Fisher described how the music ID specialist experimented with a freemium model and fine-tuned its company branding to achieve 75m active users.
* AdMob's Russell Buckley walked through the process of loading ads inside mobile apps. He described how Jaguar spent £1m on such ads last year and how AdMob writes cheques totalling £100,000 a month to games developer Backflip Studios.
* Bango's CEO Ray Anderson also trumpeted the potential of the freemium model urging developers to "surf that free app fad."
* Apprupt's Jascha Samadi talked about 'white-label mobile app stores' describing how brands such as FT and Men's Health have used Apprupt's tech to earn affiliate fees from downloads of third party apps.
* Matt Pollitt from ustwo discussed the problem of how to track your app across multiple stores, and how his firm has attempted to resolve this with its PositionApp product.
* Golden Gekko's Caroline van den Bergh explained how DIY app services such as her company's Tino are helping brands to make apps in hours for modest outlay using web-based tools.
* A panel session on business models got especially worked up about the merits of free. It comprised Nicholas Lovell from Gamesbrief, David Gibbs from Sky, Charles Damen from Mach, and Charles McLeod from Metaflow.
* A second panel session: Ask the app store owners talked about smart APIs, super apps, carrier billing, netbooks and more. It comprised execs from O2, Vodafone, Intel, RIM, GetJar and Nokia.
Monetising Mobile was supported by Platinum Partner Intel, Gold Partners GetJar, MACH, O2 Litmus and Metaflow, plus Silver Partners Bango, Tanla Mobile, Adfonic and Apprupt. The pen sponsor was ImpulsePay.