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Transcript
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