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Mike Lister....

Having obtained a degree in graphic design Mike Lister did everything from shooting advertisements and making radio commercials to the design and layout of the Observer Colour Magazine. By 23 he was Head of Design at PA Advertising, a division of PA Management Consultants. At 28 he was Creative Head of David Baker Associates, a below-the-line advertising agency, and managing a team of 23 designers. Meanwhile, in his spare time, Mike invented a very profitable system of photographic lettering and set up a company, Safelight, to commercialise it. For the next 25 years he ran Safelight as a highly successful Marketing Communications, Multimedia Design and Events Company. Work involved TV titles and film animation, video and CD-ROM production and print design as well as staging conferences and events for up to 3000 people. Major clients included the Ministry of Defence, Sainsbury’s, Lloyds TSB, ASDA/Wal*Mart, Gallo Wine, Hyder plc, Volkswagen/Audi, Abbey Life plc, Informix, GE information Services, KBC process Automation plc, Arco Chemicals Inc., Mercury Communications plc, P&O Containers plc, Unilever Industrial Holdings plc, Higgs and Hill plc, Information Builders, Lucas Industries plc, Compuware, McDonnell Douglas Inc and The Wellcome Trust. Safelight pioneered computer graphic systems in Europe and Mike funded and helped design and test graphic software packages for USA companies like AVL (Audio Video Laboratories) and Artronics. In 1980 he founded Dimension Technology to create Calypso software using his proprietary windows interface. Eighteen months before the launch of Microsoft’s Windows, Calypso was hailed as a brilliant success by the UK computer press, but being early to market made funding difficult. Calypso was developed at the European beta test site for Stepstone’s Objective C, the programming language later acquired by Next Computer which became the basis for Apple software as well as the first browser WorldWideWeb. Mike subsequently developed Maxima, an interactive digital video production tool which sold well in the UK, USA and France. He adapted it for PIPS (Performance Indicators in Primary Schools) an interactive CD-ROM which he donated, with development funding, to Durham University. In 2000 Mike founded Netusability Ltd to improve his web-tracking and video streaming software. He held four USA patents pending and was funded by $6m from eVerger (owned by Aegis plc and Warburg Pincus). As CTO he ran development teams in the USA and UK but eVerger pulled out in the dot-com crash. Mike bought back his software and became Director of Customer Experience for the strategy division of i-level, Europe’s largest Internet advertising agency. It provided access at senior level to major corporations and the opportunity to experiment using his software to analyse internet behaviour. Clients included Teletext, the COI, Orange, Sony, Yell, News International, RAC and Cosmos. Mike’s non-confidential results included eBay: 3.8% increase in UK online purchases, then applied globally; AA car insurance: online conversions up from 2.7% to 7%, value £10m in first year. Increased retention in years two and three valued at £100m; Sky TV: 63% increase in online subscription purchases; the Guardian Soulmates: visitors increased 122%. Paid subscriptions up 62%. Advertising revenue up 8%; and Deutsche Bank global forex trading: active traders doubled in four months. These results were gained by using qualitative techniques: since 1998 Mike has spent more than 4,000 hours interviewing over 2,000 people purchasing from websites, and also quantitative techniques: 30,000+ hours analysing on and offline purchasing behaviour and trawling through web analytics,CRM and call centre data. Mike was Principal Business Fellow in the School of Management, at the University of Southampton from 2009 to 2011, and Visiting Professor at London Metropolitan University. Mike is now concentrating on writing a book about 21st Century advertising. Memberships: Mike Lister is a Life Member of the British Kinematograph Sound and Television Society (MBKSTS); a Member of the Usability Professionals Association (MUPA); a Member of the Association for Computing Machinery (MACM); and a Member of the Parliamentary Internet Communications & Technology Forum (PICTFOR)
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Mike Lister....

Having obtained a degree in graphic design Mike Lister did everything from shooting advertisements and making radio commercials to the design and layout of the Observer Colour Magazine. By 23 he was Head of Design at PA Advertising, a division of PA Management Consultants. At 28 he was Creative Head of David Baker Associates, a below-the-line advertising agency, and managing a team of 23 designers. Meanwhile, in his spare time, Mike invented a very profitable system of photographic lettering and set up a company, Safelight, to commercialise it. For the next 25 years he ran Safelight as a highly successful Marketing Communications, Multimedia Design and Events Company. Work involved TV titles and film animation, video and CD-ROM production and print design as well as staging conferences and events for up to 3000 people. Major clients included the Ministry of Defence, Sainsbury’s, Lloyds TSB, ASDA/Wal*Mart, Gallo Wine, Hyder plc, Volkswagen/Audi, Abbey Life plc, Informix, GE information Services, KBC process Automation plc, Arco Chemicals Inc., Mercury Communications plc, P&O Containers plc, Unilever Industrial Holdings plc, Higgs and Hill plc, Information Builders, Lucas Industries plc, Compuware, McDonnell Douglas Inc and The Wellcome Trust. Safelight pioneered computer graphic systems in Europe and Mike funded and helped design and test graphic software packages for USA companies like AVL (Audio Video Laboratories) and Artronics. In 1980 he founded Dimension Technology to create Calypso software using his proprietary windows interface. Eighteen months before the launch of Microsoft’s Windows, Calypso was hailed as a brilliant success by the UK computer press, but being early to market made funding difficult. Calypso was developed at the European beta test site for Stepstone’s Objective C, the programming language later acquired by Next Computer which became the basis for Apple software as well as the first browser WorldWideWeb. Mike subsequently developed Maxima, an interactive digital video production tool which sold well in the UK, USA and France. He adapted it for PIPS (Performance Indicators in Primary Schools) an interactive CD-ROM which he donated, with development funding, to Durham University. In 2000 Mike founded Netusability Ltd to improve his web- tracking and video streaming software. He held four USA patents pending and was funded by $6m from eVerger (owned by Aegis plc and Warburg Pincus). As CTO he ran development teams in the USA and UK but eVerger pulled out in the dot-com crash. Mike bought back his software and became Director of Customer Experience for the strategy division of i-level, Europe’s largest Internet advertising agency. It provided access at senior level to major corporations and the opportunity to experiment using his software to analyse internet behaviour. Clients included Teletext, the COI, Orange, Sony, Yell, News International, RAC and Cosmos. Mike’s non-confidential results included eBay: 3.8% increase in UK online purchases, then applied globally; AA car insurance: online conversions up from 2.7% to 7%, value £10m in first year. Increased retention in years two and three valued at £100m; Sky TV: 63% increase in online subscription purchases; the Guardian Soulmates: visitors increased 122%. Paid subscriptions up 62%. Advertising revenue up 8%; and Deutsche Bank global forex trading: active traders doubled in four months. These results were gained by using qualitative techniques: since 1998 Mike has spent more than 4,000 hours interviewing over 2,000 people purchasing from websites, and also quantitative techniques: 30,000+ hours analysing on and offline purchasing behaviour and trawling through web analytics,CRM and call centre data. Mike was Principal Business Fellow in the School of Management, at the University of Southampton from 2009 to 2011, and Visiting Professor at London Metropolitan University. Mike is now concentrating on writing a book about 21st Century advertising. Memberships: Mike Lister is a Life Member of the British Kinematograph Sound and Television Society (MBKSTS); a Member of the Usability Professionals Association (MUPA); a Member of the Association for Computing Machinery (MACM); and a Member of the Parliamentary Internet Communications & Technology Forum (PICTFOR)
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