Adobe Symposium 2016

26 July, 2016 | The Star, Pyrmont, Sydney | #AdobeSymp

Digital Government at Digital Marketing Symposium

Discover the benefits of moving to a digital government strategy by engaging with citizens across a variety of platforms, driving efficiency in government and making it easier for citizens to engage with government.


Tuesday, July 28

Morning General Session 9.00am–12.15pm at The Star
Government Luncheon: The Digital Transformation Agenda 12.15pm–1.30pm
Welcome Address by Dominic Perrottet, NSW Minister for Finance, Services and Property 1.30pam–1.50pm
The Citizen’s Journey to Digital 1.50pm–2.10pm
The Economics of Digital Government in Australia 2.10pm–2.30pm
Open Source and Technology Strategy for Government 2.30pm–2.50pm
Afternoon Tea 2.50pm–3.10pm
Adobe Sneaks: What's Next for Digital Government Technology? 3.10pm–3.30pm
Connecting the dots – Tourism Australia’s digital transformation through the CFO lens 3.30pm–3.50pm
Situational Awareness for Law Enforcement and Field Workers 3.50pm–4.10pm
Government Panel: How is Digital Transforming Citizen Engagement? 4.10pm–4.30pm
* Agenda is subject to change
Government Luncheon: The Digital Transformation Agenda
Paul Shetler
Digital Transformation Office
The newly formed Digital Transformation Office is charged with transforming government service delivery to better meet the needs of all Australians. Paul Shetler, the CEO for the DTO, joins us to discuss the digital transformation agenda.
Welcome Address
Hon. Dominic Perrottet MP
NSW Minister for Finance, Services and Property
The NSW Government has embraced the opportunities to improve its interaction with citizens through digital experiences. The Hon. Dominic Perrottet outlines the government's vision and his approach to innovation.

About Dominic
The Hon Dominic Perrottet MP is the Member for Hawkesbury in the NSW Legislative Assembly. He previously served as the Member for Castle Hill from 2011 - 2015.

He was appointed Minister for Finance and Services in April 2014, and in April 2015 this portfolio was expanded to include property and innovation.

Dominic grew up in the Hills District and was educated at Redfield College and Oakhill College before graduating from Sydney University with a Commerce/Law degree. Before entering parliament, Dominic worked as a Solicitor at Henry Davis York Lawyers in the areas of banking restructuring and insolvency law.

He is married to Helen and they are the proud parents of Charlotte, Amelia and Annabelle.
The Citizen’s Journey to Digital
Erica Fensom
Head of Government Affairs, APAC
With digital advances in banking, retail and communications, citizens have new expectations for good customer service. Erica explores how citizens are using new technologies and discusses how governments across the world are transforming public services to meet the new digital customer service paradigm.

About Erica
Erica Fensom is Head of Government Affairs, Asia-Pacific at Adobe and is responsible for technology policy and regulatory affairs in the region.

A corporate strategist and communicator, Erica has worked at the intersection of government, new technology and strategic communications for 15+ years. She is passionate about Digital Government and has worked with governments across North America, South America, Europe and Asia-Pacific. At Adobe, Erica works to build partnerships with government and leverages her public sector experience to enable e-government and digital solutions.

Prior to her current role, Erica was Director, Government Relations at BlackBerry managing global public policy initiatives in the U.S., U.K., Australia and Latin America. She worked with governments to build new partnerships in South America and Asia, and was part of an industry coalition working with NGOs to create a socially responsible mineral sourcing framework for the electronics industry.

Before joining BlackBerry, Erica worked at the Canadian Embassy in Washington D.C. in media and advocacy. In that capacity, she co-created, the first digital network of friends of Canada in the U.S., enabled by the Government of Canada. She also worked at the Canadian Broadcasting Corporation.

Erica has worked extensively with international trade associations on behalf of the technology industry, including with the Information Technology Industry Council and the U.S. Chamber of Commerce. She is a member of the Board of Directors at the United States Information Technology Office (USITO) advocating for the U.S.-China economic relationship. Previously, she was a board member at the Canadian American Business Council.

She holds an MBA from Georgetown University with an honors certificate in International Business Diplomacy from the School of Foreign Service in Washington D.C. and a Bachelor of Commerce from McGill University in Canada.

Erica is based in Sydney, Australia where she lives with her husband and two daughters. She enjoys skiing, travel and spending time outdoors with her family.
Digital Government Transformation
Presented by Ric Simes, John O’Mahoney & Frank Farrall
Deloitte Access Economics
Deloitte presents the results of new research commissioned by Adobe that quantifies the benefits of digital technologies in Australian government agencies and the economy as a whole.

About Ric
Ric is one of Australia’s best-known economists and a regular media-commentator on economic trends, financial sector regulation and government policy changes. For almost a decade, Ric has led the Sydney practice of Access Economics, now part of Deloitte Touche Tohmatsu. He provides economic advice across a range of industries including financial markets, the digital economy, transport, regional development and indigenous affairs. Previously, Ric has held positions in academia, the financial sector and the Commonwealth treasury, and he was a Senior Economic Adviser to Prime Minister Paul Keating in the 1990s.

About John
John specialises in the digital economy and how it is changing business, government and everyday life. He leads a range of research projects including economic contribution reports, cost benefit analyses, and business change projects. John was previously a Senior Economic Adviser to Prime Ministers Kevin Rudd and Julia Gillard, where he had specific responsibility for broadband and communications policy. He has worked for the Australian Financial Review, the NSW Government, and in the University of Sydney’s Faculty of Economics and Business. And is the co-author of Australia’s two best-selling high school economics textbooks Australia in the Global Economy and The Market Economy, now in their fifteenth editions.

About Frank
Frank Farrall is the Lead Partner for Deloitte Digital and an information technology specialist who has been delivering innovative business solutions to clients in Australia, Asia and the USA since the late 1990s. He has substantial experience in the delivery of mobile applications development, social media and digital content management initiatives, as well as large scale broadband telecommunications programs of work. His client base spans telecommunications and financial services industries and includes federal and state public sector organisations. Prior to beginning his career at Deloitte, Frank led large-scale e-commerce and broadband technology initiatives in the US telecommunications sector for organisations such as KPMG and Sprint. He holds a Masters of Business Administration from Clemson University and a Bachelor's degree from Lipscomb University in the United States.
Open Source and Technology Strategy for Government
David Nuescheler
VP of Enterprise Technology
Open technologies and new digital applications play an increasingly important role within the public sector. Technology strategy must be integral to public service delivery, for government agencies to achieve economic benefits, cost savings and citizen engagement goals. David discusses Adobe's open technology strategy and what is most important to focus on for the next five years.

About David
As VP for Enterprise Technology, David Nuescheler leads product innovation and strategy for Adobe’s Enterprise products and brings his vast expertise in web experience management to bear for Adobe’s comprehensive enterprise solution set. Nuescheler drives the Adobe enterprise technology vision and architecture and is responsible for the platform’s user experience and technology incubation. Nuescheler joined Adobe through its acquisition of Day Software. He joined Day in 1994 and was instrumental in growing the company from a small multimedia agency to a leading enterprise content management software company. He created the basic concept for the original Communiqué, now Adobe CQ, and has guided product development to create a truly advanced content management and infrastructure platform. Nuescheler has led various international technical standardisation initiatives and is a member of the Apache Software Foundation. Nuescheler has been awarded for his work in standards and open source on various occasions including being nominated twice for the JCP Spec-Lead of the Year Award, Two Star-Spec Lead Awards and the Lifetime Achievement Award of the "Best of Swiss Web" Association.
Adobe Sneaks: What's Next for Digital Government Technology?
Brian Paget
Technical Director, Content and Analytics
The pace of change for digital government leaders is increasing every day. Agencies are now focusing on giving citizens a more personalised and customer-focused experience. In this session, Brian will discuss the rapidly changing technology environment for government and give a sneak peek at new digital tools that enable amazing digital experiences for citizens.

About Brian
Brian Paget is the Technical Director for Content & Analytics at Adobe, In Brian’s role he is responsible for identifying, shaping and evangelizing solutions that optimize Web, Mobile, and Social interactions for strategic Public Sector customers and partners. Over the last 5 years with Adobe Brian has architected and delivered unique and differentiated mission capabilities and significant cost savings leveraging Adobe’s AEM, PhoneGap, and Analytics platforms. Prior to Adobe Brian worked in a variety of engineering, product and account management capacities most recently managing the US Civilian business at IBM for WebSphere-DataPower.
Connecting the dots – Tourism Australia’s digital transformation through the CFO lens
Presented by:
John Mackenney, Chief Financial Officer at Tourism Australia
Tom Beeby, Partner at DT
One of the most important elements of digital transformation is to understand its value to the organisation and to the bottom line. This session will highlight Tourism Australia’s experiences in measuring the success of their marketing spend and online content through analytics. Using dashboards and an internal council to help glean insights from the data, learn how Tourism Australia has developed a commercial model and valuation to measure the success of its programs as a government organisation.

About John
John Mackenney is currently the Chief Financial Officer at Tourism Australia where he holds responsibility for finance, procurement and data analytics including digital. This role has been a key business lead for both major back office and digital transformation programs. Prior to this John has held numerous senior finance and transformation roles across Australia and internationally in the Human Services and Government sectors.

About Tom
Tom has fifteen years' experience in consulting, architecture, software engineering and digital strategy, working in startups, product development and agency settings. For the past 5 years he has been at DT, where he is a partner and responsible for managing a large technical team and leading client engagements across DT’s footprint in Australia and New Zealand. Tom has overseen the delivery of some of Australia’s largest digital projects for leading brands including Tourism Australia, Bunnings, Optus and Macquarie Group. Success in digital demands solutions at the intersection of customer experience, operations and technology; Tom’s passion is helping enterprises navigate these waters to achieve market-leading outcomes.
Situational Awareness for Law Enforcement and Field Workers
Craig Bowman
VP of Defense and National Security Programs
Citizens today enjoy unprecedented access to information and data using new technologies. However, governments may not be able to provide the same level of capabilities to their employees due to legacy infrastructure, security concerns, culture, and restrictive policies. This session will explore how we can learn from commercial companies and re-invent the future of providing meaningful information to field-workers, soldiers, and law enforcement officers. We will specifically look at work being done by Adobe Government to enable the next generation of “situational awareness” solutions.
Government Panel: How is Digital Transforming Citizen Engagement?

Moderated by:
Mark Henley, Director, Strategy and Digital Transformation, APAC Adobe Marketing Cloud

Panelists include:
Mark Bayly, Manager, Online Communications, Victoria Police

Professor Jun Murai, Faculty of Environment and Information Studies, Keio University and Member of IT Strategic Headquarters, Japan

Bret Morris, Co-Founder and Director, Gyre Digital, Former Chief Information Officer for the State Government of South Australia
In this session, Mark will lead a discussion with government leaders who have led digital change and innovation.

About Mark
Mark Henley is Adobe’s Director of Transformation and Digital Strategy across AsiaPacific, with a particular focus media and entertainment. As businesses of all kinds strive to engage their customers, many are finding they are unprepared for the challenges of having to create, publish and analyse content. Mark’s specialty is working with senior executives to help build timely and practical strategies to address these challenges. Skilled with a deep technology background, large program delivery and corporate strategy formulation, Mark is uniquely placed to assist Adobe’s customers and prospects in their digital journey.

Before joining Adobe, Mark spent seven years at Fairfax Media as CIO for the Australian Financial Review, Director of Editorial Solutions (Fairfax Metro), and Director of Technology Strategy, Fairfax Media. He has intimate knowledge of the technological and cultural transformations that media companies require as they make the shift to being digital by design. Mark's leadership drove the adoption of a pure digital content platform for the Sydney Morning Herald, The Age and Canberra Times, resulting in Fairfax Media being one of the first name-brand media outlets to adopt a digital first approach to omni-channel media creation.

Prior to Fairfax, Mark worked in the UK, USA and Australia for a start-up specialising in e-commerce and subscription solutions. He held VP roles as country manager and in international sales, and the company was eventually acquired by Digital River. He worked alongside diverse media groups including Disney, WSJ, Bertelsmann and Macmillan.

Mark is based in Sydney, Australia, where he lives with his wife and two daughters. He enjoys cycling, running, good tea and a stimulating book, although usually not simultaneously. Mark can be contacted at