The mobile academy belfast

The Mobile Academy Belfast is an innovative part time learning course for professionals in Northern Ireland who want to understand the mobile ecosystem, hatch a new mobile business or product idea, bring mobile know-how into their organisation, or perhaps move their career on.

The Mobile Academy is a new style of programme created by University College London (UCL) and Mobile Monday London to focus on design, technology & business within the mobile ecosystem. Mobile Monday Belfast and Ulster University (School of Computing and Mathematics) are licensing this programme for the first time ever, and offering it to professionals in Northern Ireland


About the Course

The course is run over 5 weeks from 27th April to 25th May 2016. Six 1--hour lectures will take place every Wednesday. On days 1, 2, 4 and 5 the lectures run from 09:00 - 17:00. Day 3 runs from 13:00 - 21:00. On day 5, the final day, there will be 'drop in surgeries' and an end of course party late into the night.

Our lecturers are predominantly practitioners and professionals with a huge experience in the mobile eco-system, and a few are also lecturers at Ulster University.

Upon completion of the course, Ulster University will offer CPD certification, along with the opportunity to build towards a qualification, through Ulster University's Flexible Framework. for full details regarding Ulster University accreditation, please contact Dr George Moore (


Course Principles and Structure

The Mobile Academy is a practical programme teaching how to start and continue developing new ideas and businesses. It provides a grounding in business, design and technology of mobile. There are four principles that guide what we do, how we present ourselves to the outside world, how sessions are designed and how we deliver the participant experience:


We engage expert industry practitioners as tutors. They give practical advice, toolkits and case studies based on their years of experience, failures and successes.

User Centered

Participants are encouraged to identify and talk to their users at the earliest opportunity - keeping them involved as they develop their product and proposition. The course includes an introduction to user research techniques and when to use them.


We bring together people from a range of backgrounds and with diverse skills to increase the opportunities to learn from each other.

Co Curation

Organisers, tutors, participants and industry collaborators all get involved in the production of each course. Participants contribute to sessions with learnings from their own experiences, they share helpful material and volunteer their products to be worked on as case studies.

Download The Mobile Academy Belfast BROCHURE

Supporting Northern Ireland's Mobile Ecosystem



Sessions are organised in to 4 areas and are coded as follows: G: General, B: Business, D: Design & T: Technology.

CodeDateTimeSession Tutor
Day 1
G1 Weds 27 April 09:00-10:00Welcome to the Programme Norbert, Colm, George
G2 Weds 27 April 10:15-11:15Meet & decide on your project Norbert, Colm, George & student
B1 Weds 27 April 11:30-12:30 The Mobile Landscape Colm Hayden (Anaeko)
T1 Weds 27 April 13:30-14:30Technology Overview Leo Galway (UU)
B2 Weds 27 April 14:45-15:45 Business Model Canvas Mark Roberts (Xcel Partners)
D1 Weds 27 April 16:00-17:00 Designing for Mobile Norbert Sagnard
Day 2
B3 Wed 04 May09:00-10:00 How to write a Business CaseSandy McKinnon
T2 Wed 04 May 10:15-11:15 HTML5 & Mobile Web Rachel Gawley (Appattic)
D2 Wed 04 May11:30-12:30 Defining your Value PropositionNorbert Sagnard (Sagnard Assoc.)
D3 Wed 04 May13:30-14:30 Defining Design PrinciplesMichael McGlade (Yellow)
D4 Wed 04 May14:45-15:45 Creating the Core Customer JourneyGareth Dunlop (Fathom)
D5 Wed 04 May16:00-17:00 How to write User StoriesJerry Staple (Origin Digital)
Day 3
G3 Wed 11 May 12:30-13:15 Work on your group projectNorbert, Colm, George & student
T3 Wed 11 May 13:15-14:15 iOS EssentialsAndrew Gough (GCD)
T4 Wed 11 May 14:30-15:30 APIs & Back EndsRoger Wallace (Anaeko)
D6 Wed 11 May 15:45-16:45 Building Desirable ProductsKyle Gawley (
T5 Wed 11 May 17:30-18:30Android EssentialsRichard Davies (UU)
T6 Wed 11 May 18:45-19:45 Cross PlatformKevin Lewis (Gravity)
D7 Wed 11 May 20:00-21:00 PrototypingBrian Douglas (Coding Fury)
Day 4
B4 Wed 18 May 09:00-10:00 Branding Damien Cranney
B5 Wed 18 May10:15-11:15 The Mobile Payments LandscapeRhidian John (Cybersource)
D8 Wed 18 May 11:30-12:30 Design ReviewRick Monro (Fathom)
B6 Wed 18 May13:30-14:30 Mobile MarketingShane McAllister (Mobanode)
B7 Wed 18 May14:45-15:45 DIY PRJonny Campbell (Brewbot)
B8 Wed 18 May16:00-17:00 Marketing your App Shane McAllister (Mobanode)
Day 5
B9 Wed 25 May09:00-10:00 Building a Business Denis Murphy (Anaeko)
T7 Wed 25 May10:15-11:15 Other Mobile TechnologiesColm Hayden (Anaeko)
B10 Wed 25 May11:30-12:30 Lean Startup Diane Roberts (Xcel Partners)
D9 Wed 25 May13:30-14:30 DIY User ResearchAdrian Campbell (Design Zoo)
B11 Wed 25 May14:45-15:45 Getting FundingDiarmuid Moloney (Rotor)
B12 Wed 25 May16:00-17:00 LegalScott Kennedy (CFR)
G4 Wed 25 May 17:30-18:30 Drop in Surgeries10 Expert Tutors


Tickets are priced at £750 per delegate, excluding VAT of £150. Tickets can be purchased online from Get Invited incurring a booking fee.

If your employer is kind enough to pay for your registration, has less than 50 employees, is based in NI and is an Invest NI client, they can benefit from the Skill Advancement Grant (SAG), at a rate of 50% of external invoiced costs (£375 + VAT). Participating employers would need to get agreement from their INI Client Executive first, then apply to INI, then register their interest with The Mobile Academy Belfast.

Download the Skill Advancement Grant (SAG) Brief


Course tutors have been selected because of their unique experience across the 3 aspects of the course - Technology, Business and Design.

Terms and Conditions

The Mobile Academy, Terms and Conditions

Please note the following terms and conditions for participants on The Course which is copyrighted by The Mobile Academy Limited (TMA) and operated in Belfast (NI) under license by Sagnard Associates Ltd (SAL, Co. Nr. NI 052311) on behalf of Ulster University and Mobile Monday Belfast.

  1. Participants may cancel their enrolment and receive a refund, less booking fees and administrative costs, up to 7 working days before The Course starts. Refunds are not available subsequently.
  2. Participants' registration details will be shared with The Hosts.
  3. Material provided as part of The Course is made available for participants' own use. It is not to be copied, reproduced, republished, uploaded, posted, transmitted, distributed or in any other way used, in whole or in part, for any other purpose without the express written permission of TMA.
  4. TMA/SAL reserve the right to remove The Participant from The Course or exclude The Participant from the venue of The Course if the behaviour or demeanour of The Participant is considered unacceptable.
  5. No refund will be given in respect of a participant being unable to attend any part of The Course for any reason.
  6. TMA/SAL reserve the right to cancel a course, make changes to the programme, replace a tutor or change The Course venue. If The Course is cancelled by TMA/SAL, Course Fees will be refunded less booking fees.
  7. TMA/SAL accept no liability for loss or damage to The Participant's property and shall not provide any insurance cover whatsoever to The Participant.
  8. The Participant is solely responsible for determining whether The Course is sufficient and suitable for the needs of The Participant. TMA/SAL do not provide any guarantee in respect of the standard of The Participant's abilities on completion of The Course.
  9. Views expressed by tutors and TMA/SAL staff are their own. TMA/SAL do not accept any liability for advice given or views expressed by tutors or in any notes or documentation provided to Participants.
  10. Subject to limitations in law, the liability of TMA/SAL to The Participant with respect to the provision of The Course, the cancellation, postponement, or amendment of The Course, any negligence, any breach of contract, or arising in any other way out of the subject-matter of these Terms and Conditions, will not extend to:any indirect losses or damages, or to any loss of profits, loss of contracts or opportunity, whether direct or indirect, even if TMA/SAL had been advised of the possibility of those losses or if they were within TMA/SAL's contemplation; or any costs or expenses incurred by any person or organisation in connection with travel, accommodation, reservations or other arrangements.
  11. The warranties and undertakings given by TMA/SAL in these terms and conditions are, to the extent permitted by law, given in lieu of all implied conditions, warranties, representations or other terms, including any relating to satisfactory quality, fitness for a particular or any purpose, or the ability to achieve any particular result.