Day 1: Tuesday, April 15, 2008
Master of Ceremonies: Anil Malhotra, Senior Vice President Marketing & Alliances, BANGO
8:00 am–8:30 am
Registration
9:00 am–9:10 am
Welcome from the Mobile Marketing Association
The opening remarks will provide a very brief overview of the recent industry developments and the role of the MMA in shaping these innovations. Current news from the MMA will also be highlighted.
Laura Marriott, President, Mobile Marketing Association
9:10 am-9:30 am
KEYNOTE: Reaching Your Audience in a World of Contradictions
Description to follow
Karim Khalifi, Head of Mobile and Online Advertising, Vodafone Egypt
Adhish Kulkarni, Managing Director, Buongiorno Marketing Services UK Ltd
9:30 am-10:00 am
Face Transforms and a Successful Mobile Campaign
Face transforms was succesfully used in the marketing of a Swedish insurance company. The campaign was awarded Best Mobile Advertising Winner at the Global Mobile Awards in Barcelona 2008.
Stina Akesson, Head of Product Development, Crossmedia Avenue
10:00 am-10:20 am
A Researcher’s Perspective on the European Market
Description to follow
Herve LeJouan, Managing Director Europe, M:Metrics
10:20 am–10:40 am
An Agency’s Perspective on Mobile Marketing: Show Me the Money
Description to follow
Simon Andrews, Chief Strategy Officer- Worldwide, Mindshare
10:40 am-11:10 am
Mobile Marketer Decisions: WAP vs Applications
Learn from a marketer the decisions and challenges of choosing between WAP versus applications and the benefits of each.
Carey Bunks, Senior VP of Development, Yell.com
11:10 am-11:30 am
Networking Break
11:30 am-12:00 pm
Collaborating to Make Mobile Advertising Work
Sponsored by Jinny Software
-Why mobile operators, advertisers, and solution providers must work together to make mobile advertising a success
-How the commercials can make it win-win for all concerned
-Why the subscriber must, and can, be a willing part of the new business model
Cathal O'Toole, Product Manager, Jinny Software
12:00 pm-12:30 pm
Critical Success Factors for Mobile Marketing
An overview of recent mobile advertising campaigns, best practices and learnings as well as elaborating on the critical success elements which ensure branch and partner success.
Alexandra Deutsch, Managing Director, Out There Media GmbH
12:30 pm-1:30 pm
Lunch
1:30 pm-2:10 pm
Brand Equity of Revenue Generation: The Role of Mobile Marketing
Given the state of mobile development and mobile marketing sophistication across geographic regions, this panel focuses on how different marketers are using mobile to engage the consumer for both brand awareness and revenue generation. Do marketer strategic objectives tend to focus on one over the other? Do objectives evolve after mobile success is achieved? Do goals change based on wireless strategy utilized or by demographic? This panel will explore all of the issues and opportunities surround brand equity and revenue generation.
Moderator: David Murphy, Editor, Mobile Marketing Magazine
Justin Richardson, Divisional Vice President, Mobile, Playboy Media Group, Playboy Enterprises, Inc.
Daniel Rodrigues Costa, Co-founder, MobX- Mobile Marketing
Rob Kramer, Director of Sales, Media & Entertainment, VeriSign Inc.
2:10 pm-2:30 pm
How to Generate & Run Mobile Youth Communities for Operators
Description to follow
Arda Kertmelioglu, Mobiel Marketing & Business Development Director, MOBILERA
2:30 pm-3:15 pm
Mobile Advertising: Perspectives on the Global and EMEA Market
The Global mobile advertising value chain has been defined and is starting to grow. As marketers engage in this new medium we’ve seen rapid growth in demand and campaign budgets, available ad inventory and the ability to make an efficient and effective media buy across operators in off-deck mobile content.
Join this panel of experts as they discuss: measurement, targeting, on versus off deck and more.
Moderator: Nick Lane, Managing Director, direct3mobile Ltd
Chris Locke, Senior Strategy Manager Mobile, AOL LLC
Richard Hurring, Director, Marvellous
Massimo Pattano, Marketing Operation, Dada Ad
James McDonald, Head of Mobile, Unanimis
Hugh Mark, Marketing Communications Manager, Nokia Corporation
3:15 pm-3:45 pm
Networking Break
3:45 pm-4:05 pm
Google’s Perspectives on Mobile
Description to follow
Christian Hernandez Gallardo, Head of Strategic Parnerships, Google
4:05 pm-4:25 pm
Mobile and Online: Digital Marketing Partners (1+1=10)
Description to follow
Jonathan Bass, Managing Director, Incentivated
4:25 pm-4:45 pm
Building A Successful Mobile Marketing Industry: The Role of Guidelines
Guidelines play an integral role in the development of the mobile marketing industry as guidelines are key to ensuring a consistent and quality customer experience.
Markus Munkler, Senior Manager Industry Initiatives, Vodafone Group Services
4:45 pm-5:30 pm
Wireless Operator Roundtable: Mobile Advertising
Always a popular session at the Mobile Marketing Forum, this panel discusses the opportunities and challenges in mobile marketing from a wireless operator perspective. This Forum’s panel will also focus on the operator’s perspectives on mobile marketing and advertising and how these opportunities will impact revenue streams and consumer experience.
Moderator: Laura Marriott, President, Mobile Marketing Association
Elvin Altun, Turkcell
Richard Saggers, Head of Mobile Advertising, Vodafone Group Services & MMA EMEA Chariman
Marc Montaldier, Directeur Business Development Advertising, Orange & President, MMA France
5:30 pm
Closing Remarks
Laura Marriott, President, Mobile Marketing Association
Richard Saggers, Head of Mobile Advertising, Vodafone Group Services & MMA EMEA Chairman
5:45 pm- 7:30 pm
Business Networking Reception
Day Two: Wednesday, April 16, 2008
Master of Ceremonies: Matthew Snyder, Founder & Chief Executive Officer, Analog.Digital.Objects Inc (ADObjects, Inc.)
8:00 am-8:30 am
Registration
9:00 am-9:45 am
KEYNOTE: What do Media Planners Want from Mobile Advertising?
Description to follow
Moderator: Jim Cook, Managing Director Internationl, MobiAd News
Stefan Meyer-Spickenagel, Head of Mobile, GroupM
Thomas Curwen, Publicis
Claire Valoti, Mindshare
Nick Suckley, Founder, Agenda21Digital
Session produced in partnership with MobiAd News
9:30 am- 10:00 am
Session Title (TBD)
Description to follow
Steve Ricketts, Head of Third Party Services, Orange UK
10:00 am-10:20 am
Metrics & Measurement: The Role of Each in Mobile Marketing
Description to follow
Jeff Hermann, Vice Presient Mobile Media Segment, Nielsen
10:20 am- 10:40 am
CASE STUDY: TBD
Description to follow
Anil Malhotra, Senior Vice President Marketing & Alliances, BANGO
10:40 am- 11:05 am
Mobile Marketing in the Automotive Sector
Description to follow
Marc Mielau, Marketing Innovations, BMW Group
11:05 am-11:30 am
Networking Break
11:30 am- 12:15 pm
PANEL: Mobile Advertising Success Stories
Mobile Advertising seems to be at the top of the list when it comes to interest and enthusiasm from the mobile community. Join this panel of experts as they debate what works and what doesn’t- and how we can ensure success to help move the industry forward.
Moderator: Henry Stevens, Director Media & Entertainment, GSM Association
Patrick Parodi, CMO & General Manager EMEA, Amobee
Ilicco Elia, Mobile Products Manager, Reuters
Richard Saggers, Head of Mobile Advertising, Vodafone Group Services
Shaun Gregory, Managing Director, BLYK
Kerstin Trikalitis, Managing Director, WIN SA
12:15 pm-12:45 pm
CONVERSATION: Driving Interest in Mobile Marketing Globally
How do we ensure success of mobile marketing globally? Join this discussion as two experts from the UK debate how to grow the enthusiasm and energy for mobile marketing worldwide.
Dan Rosen, Founder, AKQA Mobile
Eamon Hession, CEO, Puca Technologies & Chairman MMA Ireland
12:45 pm- 2:00 pm
Lunch
2:00 pm - 2:30 pm
Bluetooth: Using Proximity Services to Drive Consumer Interactions
Description to follow
Stefan Hohmann, CEO, Bluepod MEdia Ltd.
Alberto Benbunan, Founder & Corporate Development Officer, Mobile Dreams Factory
2:30 pm-2:50 pm
Real World Connection
This session will examine how to use picture recognition and mobile coupons to drive consumer interactions.
Scott Seaborn, General Manager, Magnet Harlequin
2:50pm-3:15 pm
Data Driven Insight into Devices, Operators and the Use of the Mobile Web
The AdMob network currently serves more than 2.3 billion ads every month from 160+ countries around the world. This process drives huge amounts of data about who currently uses the mobile web, the kinds of handsets they're using and mobile websites they're browsing. AdMob will share some of this data and the opportunities it opens up for the mobile marketing industry.
Russell Buckley, Managing Director EMEA, AdMob
3:15 pm-3:45 pm
Networking Break
3:45 pm- 4:05 pm
Opportunities for increased revenue in a Mulitmedia Environment
In order to deliver the best experience possible to consumers over TV's, PC's and Mobiles new services must be introduced. Today the telecoms, media and internet industries have extraordinary possibilities to collaborate - opportunities that are not being realized. Working in new ways we can increase adoption of new services and increase revenues for media, internet, telecoms and advertising services. This presentaion will demonstrate the road to the beginning of a global exchange between internet, media and telecoms service providers.
Donya Ekstrand, Head of Marketing & Communications, Ericsson
4:05 pm-4:30 pm
Where R U?
Using mobile location based services as an extension of Facebook and other social networks, as a vehicle for brands to engage the world’s most active and rapidly growing audience in a cost effective and results-driven manner.
Many approaches have been taken in marketing location, and other value added services with social networks. Brian Levin of Useful Networks will walk the audience through a real-world example of a recent successful approach to providing a friend finder LBS service (sniff™) as an extension of one of the world’s largest and fastest growing social networks. The audience will gain a better understanding of:
· The overlap and key differences between social networks and friend finding services
· The optimal functional and business model to promote uptake and usage of LBS services
· How to position social networking value added services in the market; complement, not compete
· How brands integrate into mobile social network extensions as a way to gain meaningful exposure to users
Brian Levin, Chief Executive Officer, Useful Networks
4:30 pm-5:00 pm
Case Study: Mobile Banking
Description to follow
SIxto Sanchez, CEO/Mobile Marketing, Mobext
Ivan Rodriguez, Caja Madrid
Elia Mendez, New Technologies Manager, Caja Madrid
5:00 pm-5:15 pm
Closing Remarks
Laura Marriott, President, Mobile Marketing Association
Richard Saggers, Head of Mobile Advertising, Vodafone Group Services & MMA EMEA Chairman