Download Marketing-The Mobile Channel - Mobile Marketing Association

Marketing-The Mobile Channel
April 4, 2006
Las Vegas, Nevada
GENERAL SESSIONS
9:00am
Welcome Address
Like never before, the mobile channel has provided brands, content providers and agencies a new means to target their
consumers, anytime and anywhere. Learn about the mobile channel in this one day event dedicated to understanding
current and future trends in the mobile marketing ecosystem. Louis Gump, Global Chairman of the Mobile Marketing
Association, will kick off the day.
Louis Gump, VP Mobile, The Weather Channel & Chairman, Mobile Marketing Association
9:15am
Keynote Address: Mobile, the New Channel
Trace the evolution of the mobile channel through the eyes of an Ad Agency. Join Sara Fay, CEO of Isobar, U.S. as she
provides insights into mobile use, including brand perception and spend increase. Ms. Fay was recently selected as one
of the top 100 people the writers of Media magazine would like to have lunch with.
Sarah Fay, CEO, Isobar, U.S.
9:45am
The Mobile Advertising Ecosystem
Sponsored by Third Screen Media
The rapid growth of the mobile media channel provides many new and unique opportunities for Advertisers, Publishers
and Carriers alike. But entering the mobile media ecosystem from any angle can appear overwhelming at first.
Technology and media consumption patterns combine in a variety of emerging environments. Tom Burgess outlines the
four basic mediums that comprise the mobile channel: WAP, SMS/MMS, Downloaded Applications, and Video; and
describes the requirements and specialized solutions for how each medium is unique in its ability to reach an audience
and attract customers. Specific insight on Carrier, Publisher/Aggregator, Advertiser, and Consumer perspectives are
provided.
Tom Burgess, CEO, Third Screen Media
10:20am
Networking Break
10:45am
Mobile Marketing: From the Research Perspective
Consumers are using their mobile phones in more ways than you might think. This wireless industry primer will highlight
the latest statistics and facts about mobile subscribers in the U.S. market, what trends are driving market dynamics and,
what we can expect to see in the coming months.
Sid Gorham, CEO, Telephia, Inc.
Will Hodgman, CEO, M:Metrics
11:25am
Value of Mobile for Brands
Learn how brands are leveraging the mobile channel. This session will discuss some of the campaigns, lessons learned,
and successes achieved by using this hot new channel.
Moderator
Jamie Wells, Managing Director, TCS Mobile
Panelists
Jim Cannella, National Director of Corporate Partnerships, House of Blues
Kristen Fox, Manager, Product Marketing, Mobile ESPN Publishing
Todd Anderman, President, Dennis Digital
12:10pm
Lunch
Sponsored by Airwide Solutions
According to a recent survey commissioned by Airwide Solutions, 89% of brands will use text and multimedia messaging
to reach their audience by 2008. Despite enthusiasm to adopt mobile marketing, growth is still inhibited by business and
technology complexity of the wireless environment. Jay Seaton will give some insights on what has made the potential
brand initiators reticent to try mobile marketing. Mr Seaton will discuss brands' business and technology requirements
and will propose areas where carriers could help.
Jay Seaton, Chief Marketing Officer, Airwide Solutions
BREAKOUT SESSIONS
TRACK ONE: MOBILE MARKETING 101
TRACK TWO: MOBILE MARKETING 201
1:30pm
1:30pm
SMS & Premium SMS Primer
This session will focus on the basics of Mobile Marketing
including the use of text messaging to initiate interaction
with mobile subscribers. Learn how to use this interaction
to establish a platform to distribute content, including
content that subscribers value and are willing to purchase.
Moderator
Craig Daitch, Manager, Interactive Strategy, Organic, Inc
Panelists
Brian Singleton, Senior Vice President Operations, New
Motion, Inc.
Kyle Crawford, Director of Wireless Products, NeuStar
Lisa Black, Vice President, Business & Marketing
Development, Lifetime Online, Lifetime Entertainment
Services
2:15pm
Integrating Mobile with Traditional
Media
This session will discuss how to define and launch a
successful mobile marketing campaign by integrating with
your current cross media initiatives.
Moderator
Soren Schafft, General Manager (Acting), Mobile Media
North America
Panelists
Anil Malhotra, CEO, Bango
Carrie Seifer, Director of Emerging Technologies,
CondeNet/Conde Nast
Gene Keenan, Director of Mobile, Freestyle Interactive
3:00pm
Networking Break
Emerging Mobile Marketing Trends
What is the outlook for the Mobile Marketing industry in
2006 and beyond? Find out how the wireless industry is
fueling new opportunities for advertisers, media companies
and content providers. This session will focus on a few of
the new technologies for 2006 including mobile couponing,
mobile search, non-profit marketing and viral marketing.
Moderator
Laura Marriott, Executive Director, Mobile Marketing
Association
Panelists
Brendan Benzing, Vice President Product Management,
InfoSpace
David LaPlante, CEO, Twelve Horses
James Eberhard, CEO, Mobile Accord
Jim Conti, VP Business Development, Cascada Mobile
2:15pm
Carrier Predictions – 2006 & 2007
Mobile Couponing? Streaming video? Chat? What are
the services that the carriers see will impact and drive our
mobile marketing industry. Learn, with the carrier experts,
what trends are emerging in the mobile space and what
impact these will have on brand mobile marketing
campaigns.
Moderator
Eric Wheeler, Senior Partner, Executive Director, Ogilvy
Interactive North America
Panelists
Chris Black, Director, Cingular Wireless
Dave Oberholzer, Associate Director, Information,
Messaging & Off-net Programming, Verizon Wireless
John Styers, Director of Data Communications Services,
Sprint Consumer Solutions
3:00pm
Networking Break
BREAKOUT SESSIONS
TRACK ONE: MOBILE MARKETING 101
TRACK TWO: MOBILE MARKETING 201
3:30pm
3:30pm
Finally! Mobile Strategies that Really
Work!
Sponsored by Kikucall
Everyone’s going mobile, and you can’t afford to be left
behind. But with the endless possibilities of this new
medium, where do you begin? Every successful mobile
product and every high-response mobile campaign is
based on one critical component – a strong mobile
strategy. In this panel, you will learn how brands, agencies,
and publishers like you build mobile strategies that ensure
success.
Moderator
Brian Hecht, CEO, Kikucall
Panelists
Carsten Wierwille, Executive Producer, R/GA
Matt Straznitskas, Partner, Special Services, MEC
Interaction
Matt Jones, Director Mobile Products, USATODAY.com
Stephen Smyth, Vice President, Media, Reuters
4:15pm
A Global Perspective on Mobile
Marketing
This is not a drill ...Mobile marketing is taking off
worldwide: Mobile Internet advertising in Asia; MMS
multimedia messaging in Europe; interactive SMS
throughout the world. In this session, we will explore what
marketers are doing around the world, what is working,
and how smart companies are preparing to capitalize on
what is perhaps the most important marketing channel to
date.
Moderator
Mike Baker, CEO, Enpocket
Panelists
Adrienne Becker, SVP & General Manager-Strategic
Development Group, Nielsen Entertainment
Lee Hancock, CEO, go2 Directory Systems, Inc.
Ulrich Pietsch, Managing Director, 12snap Germany
GmbH
5:00pm
Local Broadcasters: Driving
Adaptation of Mobile Video Services
and Pushing Mobile Advertising
Sponsored by U-Turn Media Technologies
Until now, mobile video services have been driven national
broadcasters on carrier or third party tiers. Recently
though, a number of local stations have begun offering text
and video services on a non-subscription, advertising
based model. This panel will examine the role local
broadcast stations can have in driving adaptation of mobile
video services and the growing role they will play in
defining mobile advertising.
Moderator
Izzy Abbass, President-North America, U-Turn Media
Technologies
Panelists
Derrick DeCarlo, Vice President of Convergence
Marketing, Local Solutions Network
Neal Oberg, Director, Digital Media, Morgan Media
Stations
Vui Le, Co-founder, President and CEO, Vuico
4:15pm
From Hype to Reality: Mobile
Marketing in the Real World
Produced by Billboard
To follow
Moderator
Antony Bruno, Editor, Digital/Mobile, Billboard Magazine
Panelists
David Dorn, Senior Vice President New Media Strategy,
Rhino Entertainment
Jonathan Anastas, Vice President Marketing, Network
LIVE
Joshua Dern, Vice President of Digital Media, Fuse TV
Mike Johns, CEO, UrbanWorld Wireless
Keynote: Delivering Relevance Through Mobile Search: Bringing the Ondeck and
Offdeck Worlds Together
How are mobile consumers accessing information today and what’s in the future? This session will investigate how
mobile search will evolve and where opportunities exist to promote premium and ad-funded content and services via
search. Learn how search will grow from the on deck experience to off deck world and how new scenarios will be
introduced to enrich the overall search experience.
Matt Champagne, Director Product Management, MSN Mobile
5:20pm
Closing Remarks
Jeff Simmons, Director of Technology Programs, CTIA
5:30pm
Event Ends