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: Mobile Internet and Social Networking
Discussion on the new directions the digital business ahs taken and the changes on consumers habits. The web 2.0 usage on mobile and the social networking experiences, consumers 2.0 profile, behavior and habits.
Dalton Yamaguishi, Mobile Manager, Abril
9:30 am-9:50 am
KEYNOTE: Within Arm’s Reach of Desire
Description to Follow
Tom Daly, Group Manager, Strategy & Planning, The Coca-Cola Company & MMA NA Board of Directors member
9:50 am-10:20 am
Mobile Marketing Opportunity Showcase
Sponsored by MobX – Mobile Marketing
All the communications or transactions on the mobile network are potentially advertising media spaces. Mobile content and value added services could be monetized via advertising and sponsorship. The mobile phone can provide interactivity and responsiveness to the traditional media. The mobile media has a huge potential that is still far from being fully explored. This session will show how to get it done, how to make it real, how to turn the potential into reality. Some cases and real mobile marketing opportunities will be presented.
Eduardo Jacob, Chief Executive Officer, MobX – Mobile Marketing
Sponsored by MobX – Mobile Marketing
All the communications or transactions on the mobile network are potentially advertising media spaces. Mobile content and value added services could be monetized via advertising and sponsorship. The mobile phone can provide interactivity and responsiveness to the traditional media. The mobile media has a huge potential that is still far from being fully explored. This session will show how to get it done, how to make it real, how to turn the potential into reality. Some cases and real mobile marketing opportunities will be presented.
Eduardo Jacob, Chief Executive Officer, MobX – Mobile Marketing
Marcelo Costa de Oliveira, Chief Innovation Officer, MobX- Mobile Marketing
10:20 am-10:40 am
A Researcher’s Perspective on the Brazil Market
Roberto Ferrero Vazquez, Business Unit Director, Nielsen Mobile
10:40 am-11:00 am
CASE STUDY: f.biz
Terence Reis, Head of Mobile Marketing, f.biz
Marcelo Castelo, Director and Partner, f.biz
11:00 am-11:25 am
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, b e a willing part of the new business model
Cathal O’Toole, Product Manager, Jinny Software
11:25 am-11:45 am
Networking Break
11:45 am–12:15 pm
How the MMA will help to develop the Brazilian market and how the Brazilian market will contribute to the development of the MMA globally
Moderator: Federico Pisani Massamormile, Chief Executive Officer, HANZO
Panelists: Fabiana Sabatini, Marketing Operational Manager, Dada Ad
Gabriel Mendes, VAS Director, TIM
Laura Marriott, President, Mobile Marketing Association
12:15 pm–12:45 pm
Session Title (TBD)
Sponsored by Microsoft (MSN & Windows Live)
Sponsored by Microsoft (MSN & Windows Live)
Description to follow
Osvaldo Barbosa de Oliveira, Director General, Microsoft (MSN & Windows Live)
12:45 pm-1:30 pm
Lunch
1:30 pm-2:10 pm
Brand Equity or 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 surrounding brand equity and revenue generation.
Moderator: David Oberholzer, VP Corporate Development, Limbo Mobile & MMA NA Board of Directors member (& Former Chairman of the MMA US Consumer Best Practices Committee)
Alexandre Borin, Ericsson
Ann Williams, Chief Executive Officer, Okto
Ronaldo Fernandes, Country Manager, Moviclips
Ricardo Aldave, Head of Business Development, Mobile Computing S.A.
2:10 pm-2:30 pm
Overview of Mobile Marketing In LATAM: Case Studies from Mexico, Colombia, Chile and Argentina
Dario Palacio, Vice President Mobile, Cyclelogic
2:30 pm-2:50 pm
An Agency Perspective on the Potential of Mobile Marketing
Andre Zimmermann, Country Manager Brazil, Media Contacts
2:50 pm-3:15 pm
Mobile Advertising: Perspectives on the Global and LATAM 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 US carriers in off-deck mobile content. Join this panel as they discuss: measurement, targeting, on versus off deck and more.
Michael Bayle, Senior Director, Global Mobile Monetization, Yahoo! & MMA NA Board Treasurer
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 US carriers in off-deck mobile content. Join this panel as they discuss: measurement, targeting, on versus off deck and more.
Michael Bayle, Senior Director, Global Mobile Monetization, Yahoo! & MMA NA Board Treasurer
3:15 pm-3:45 pm
Networking Break
3:45 pm-4:05 pm
D2C Mobile Destination: How to create a successful direct to consumer business
Ron Czerny, Chief Executive Officer, Playphone
Ron Czerny, Chief Executive Officer, Playphone
4:05 pm-4:25 pm
Club20202: Mobile Permission Marketing Platform
How operators and brands can create a sustainable business giving value to consumers?
Alberto Benbunan Garzon, Business Development Director, Mobile Dreams Factory
4:25 pm-4:45 pm
Number Portability: A threat or an opportunity
Andreas Blazoudakis, Chief Executive Officer, Yavox
4:45 pm-5:15 pm
Building A Successful Mobile Marketing Industry: The Role of Guidelines (A US Example)
Guidelines play an integral role in the development of the mobile marketing industry as guidelines are key to ensuring a consistent and quality consumer experience. Mr. Oberholzer will highlight the role of the MMA Guidelines in helping to build the mobile marketing ecosystem and industry in the United States.
David Oberholzer, Vice President Corporate Development, Limbo Mobile & MMA NA Board of Directors member (& Former Chairman of the MMA US Consumer Best Practices Committee)
5:15 pm-5:55 pm
Wireless Operator Roundtable
Always a popular session at the Mobile Marketing Forum, this panel discusses the opportunities and challenges in mobile marketing from a wireless operator perspective, both in the Latin American region and abroad. 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
Volkan Bicer, Project Manager, Turkcell
Rafael Magdalena, Brasil Telecom
Rodolfo Derenne, Directoria de Novos Negocios, Oi
5:55 pm-6:00 pm
Closing Remarks
Laura Marriott, President, Mobile Marketing Association
6:00 pm – 8:00 pm
Business Networking Reception
Sponsored by Yahoo!