9:00am Opening Remarks
Master of Ceremonies – Melis Turkmen, Mobile Marketing Manager, Turkcell
9:05am Welcome from the Mobile Marketing Association
The mobile channel provides brands, content providers and agencies a new means to target their consumers, anytime and anywhere. The opening remarks will provide an overview on the state of the industry as well as discuss the new developments from the Mobile Marketing Association.
Laura Marriott, Executive Director, Mobile Marketing Association
9:15am Keynote Address
Sponsored by Turkcell
Yusuf Azoz, Head of Content Services and Partnering, VAS Management Unit, Turkcell
9:50am The Mobile Advertising Ecosystem
Sponsored by Third Screen Media
As the demand for data services on mobile phones is expanding rapidly around the globe, Carriers, Publishers, and Content providers are scrambling to find successful business models to support the mobile platform. Market Research has shown that although consumers have a strong desire to receive music, video, and Internet content services on their handset devices, there remains a threshold for the number of subscription-based services for which mobile users are willing to pay. As Publishers are moving toward an advertising model to subsidize subscription fees and increase audience sizes, a new business ecosystem is evolving to support the mobile advertising industry. This presentation will highlight the mobile advertising value chain from Agencies and Brands, to Aggregators, Content Providers, Publishers, Carriers, and Consumers. The presentation will further explore the ecosystem from the perspective of the 4 media types: WAP/Mobile Internet, Video, Java/Brew applications, and SMS/MMS, with advertising case studies and examples, as well as predictions for ad growth in each channel.
Heidi Lehmann, VP Content Acquisition & Strategy, Third Screen Media
10:20am The Mobile Market: A Market Research Perspective
The mobile market is experiencing phenomenal growth around the world. Join Ms. Zoller as she identifies emerging trends and the impact the growth will have on mobile marketing.
Eden Zoller, Principal Analyst, Ovum
10:50am Integrating Mobile Into Cross Media Campaigns: The Weather Channel Case Study
The Weather Channel is one of the leaders in the industry for deploying new mobile services. This session will highlight the methods that have been adopted by The Weather Channel to drive the adoption of the mobile channel.
Louis Gump, VP Mobile, The Weather Channel Interactive & Global Chairman, Mobile Marketing Association
11:10am Coffee Break
11:30am Mobile Internet & Mobile Search: a promise or a reality?
Mobile internet looks very promising but there are many factors that must be taken in consideration about the limitations, environments, situations and adaptations. This session will discuss the future of the mobile internet as well as the role of mobile search.
Didier Kuhn, CEO & Co-Founder, ScreenTonic S.A.
Eric McCabe, VP Marketing, JumpTap, Inc.
Sixto Arias Sanchez, Managing Director, Mobchanics & Chairman, MMA Spain
12:15pm Direct Effects of Mobile Marketing on Retail Business
In today’s challenging retail environment, access to and interaction with time-limited customers is profoundly imperative. Mobile marketing is a proven marketing method and effective problem solver in all aspects of the retail sector. Smart mobile marketing applications can help retailers efficiently interact with their customers, collect insightful consumer data, increase the shopping basket size, and drive shopper satisfaction and loyalty.
Fatos Burak, Marketing Manager, CarrefourSA
Tolga Alici, Mobilera BiliÅŸim ve Ä°letiÅŸim Teknolojileri Tic. A.Åž.
12:35pm A U.S. Carrier’s Perspective on Mobile Marketing
Sprint Nextel is one of the largest wireless operators in the United States. This session will highlight the strategies and initiatives being undertaken by Sprint Nextel in the emerging mobile channel. A focus will be placed on mobile advertising and Sprint’s recent announcements surrounding targeted advertisements.
John Styers, General Manager of Mobile Advertising, Sprint Nextel
12:55pm Lunch
2:15pm Mobile Marketing Case Studies: Financial Services & Beverage
Deniz Güven, AVP, Marketing Services & ADC Marketing, Finansbank
Ä°SMAÄ°L UÄžUR ÖÄžLÜ, Marketing Manager Colas, Pepsi Bottling Group
Pinar Bilican, Campaign Manager, Aerodeon Turkey
2:45pm Mobile Marketing Case Studies: A Profile of Success
The session will feature case studies highlighting Microsoft’s successes in the mobile market in Europe as well as specific examples of mobile marketing successes in Turkey.
Dilek Ergenekon, Marketing Manager, Frito Lay
Matt Champagne, Director, Microsoft (MSN & Windows Live)
3:25pm Sustainable Relationship Marketing on Mobile
The premise is that every brand should have a portion of it's marketing budget dedicated to mobile. Why because most of their customers have a phone, and if executed properly, the channel can provide a sustainable and financially rewarding relationship for the brand. But how do you best execute it, and how do you keep consumers engaged? This is also based on lessons learned from the Mobile Marketing industry in Japan and Korea.
- Case Study utilising WAP and Push Messaging - O2 UK Content Marketing Programme -
O2 Extras
- Case Study utilising Communities - Universal Music France - Music Chat
Mo Firouzabadian, Managing Director, Buongiorno Turkey
3:45pm Networking Break
4:00pm Emerging Trends in Mobile Marketing: Mobile Commerce & Direct to Consumer
Join two industry experts as they discuss emerging trends in the mobile commerce and direct to consumer markets. Two mobile opportunities posed for growth in the global marketplace.
Anil Malhotra, Chief Alliance Officer, BANGO
Mark Kaplan, Chief Strategy Officer, Assembly, LLC
4:40pm Mobile Insurance Applications & Database Marketing
Kurt Onur, Managing Partner, Pharos Consulting
Tümay Büyükarslan, Marketing Manager, BP
5:00pm Roundtable Discussion: Mobile Marketing Opportunities & Challenges
This roundtable discussion includes experts from the wireless operator, agency and vendor sharing their perspectives on the current state of the mobile marketing industry including opportunities, obstacles and perspectives on how to drive the industry forward.
Jim Manis, SVP, VeriSign & Chairman Emeritus, Mobile Marketing Association - moderator
David Barker, Managing Director, Enpocket Europe
Gene Keenan, VP Mobile, Isobar International
John Styers, General Manager of Mobile Advertising, Sprint Nextel
Mark Palmer, Founder, Maverick Planet
Melis Turkmen, Mobile Marketing Manager, Turkcell
5:55pm Closing Remarks
Laura Marriott, Executive Director, Mobile Marketing Association
Louis Gump, VP Mobile, The Weather Channel Interactive & Global Chairman, Mobile Marketing Association
Melis Turkmen, Mobile Marketing Manager, Turkcell
6:00pm Wine Tasting for all Mobile Marketing Forum attendees