AGENDA
08:00am-08:40am | Registration |
08:45 am - 08:50 am Master of Ceremonies: Tom Navasero – Founder , Glocal Media Networks Pte Ltd. | |
08:50am-09:00am | Welcome from the Mobile Marketing Association The opening remarks will provide a very brief overview on the state of the industry, recent industry developments and the role of the MMA in shaping these innovations as well as discuss the new developments and releases from the Mobile Marketing Association (MMA). Mike Wehrs: President and CEO, Mobile Marketing Association Opening notes will talk about the need and role of an industry body like MMA and the highlight the importance of Singapore taking on the mantle to help build the industry in partnership with industry body. Tan Yen Yen: Chairperson of SiTF |
09:00am-09:20am | Keynote: Infocomm Development Authority of Singapore Guest-of-Honor: Dr. Tan Geok Leng: Chief Technology officer IDA Singapore |
09:20am – 09:35am | Presentation: Visual code and its impact on the mobile marketing eco system Industry perspectives on the economic impact of Visual Code technology on the Mobile and Advertising industries. Learn firsthand about the effort of the industry with support from government to help improve citizens lifestyle using mobile Ken Chua: Chairman VCC Singapore |
09:35am – 10:05am | Best of the world and future gazing: Innovations, trends, services that makes you believe in the future … This session will demonstrate the innovation that is happening globally in mobile. Passionate entrepreneurs working tirelessly to push the boundaries of mobile devices and services as we know it. Insights into the latest innovations, trends around media, advertising m-commerce / payments and social communities in the future – and what is hot today. Harald Neidhardt: CMO & Co-Founder of Smaato Inc. Kei Shimada: CEO, Infinita Inc., Japan |
10:05am – 10:20am | Latest Data and Trends on Mobile … Based on data from Southeast Asia, this session will share insights & trends on what is actually happening today on mobile internet across these diverse markets Jeff Merkel: General Manager Asia & Latin America, Ad Mob. |
10:20am – 10:35am | Making Money with Mobile Advertising: Success Stories and more… Brand awareness or revenue generation? This is one of the most asked questions with regards to mobile marketing and measuring mobile’s success. This session will focus on a discussion around how to (and if you can) monetize the mobile channel – including information sharing around results, revenue and brand awareness. Kerstin Trikalitis: CEO Out There Media |
10:35am – 10:50am | Our Digital Future: An agency’s perspective for 2013: This presentation will demonstrate how technological developments can and will affect the future of the digital/mobile environment as we know it today. It will identify the likely changes to the media landscape by 2013, discuss what will be the logical NSEs (Next-Step Effects) for communication agencies and marketers and will outline how our future might be by 2013. Andreas Vogiatzakis: Managing Director –Malaysia , Omnicom Media Group |
10:50 am- 11:05 am Networking Break | |
11:05am – 11:35am | Opportunities for Mobile Marketing & Advertising in Asia: The Global mobile marketing and advertising value chains have been defined and are 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: mobile marketing versus mobile advertising, measurement, targeting, on versus off deck and more. Moderator: Manoj Dawane: CEO, People Infocom Pvt. Ltd. Panelists: Andreas Vogiatzakis: Managing Director Malaysia , Omnicom Media Group Kerstin Trikalitis: CEO, Out There Media Russell Buckley: Vice president of Global Alliances - Admob Jimmy Poon: Managing Director, Puca |
11:35am -11:50pm | Successful Mobile marketing case studies: Where are the key opportunities for mobile marketing in 2009? As marketers look to engage with customers and prospects on tighter budgets, mobile is an opportunity to increase their ROI potential. These companies will present their view on the subject. Marco Gavin: Mobile marketing leader , Procter and Gamble |
11:50pm – 12:05pm | ROI or ROMO: Understand your return on Marketing Objectives: While a well executed mobile marketing campaign brings great value to a brand, the results are often not represented in ways that a brand owner can easily understand or articulate internally. How can the mobile marketing system work together to provide relevant ROI reporting? Alec Wing: CEO, Adtag |
12:05pm – 12.20pm | Massive mobile marketing power of TV and Mobile – sharing the views on Asia’s mobile marketing adoption and successful brand integration , including the dangers and delights of “branding “ interactive TV. Colin Miles : Founder and EVP, i-Pop |
12:20am – 12:35pm | Creating mobile marketing campaigns that are not invasive or irrelevant: Address how to work best with agencies and clients in creating the ad, and how to make the advertising beneficial to the consumer. Anuj Khanna: CEO, Affle |
12:35pm – 12:50pm | Case study: SPH, a leading traditional media brand in Singapore will present how they have successfully embraced New media: mobile to great satisfaction Geoff Tan : Senior Vice President, Singapore Press Holdings |
12:50pm-1:40pm Lunch Mobile Marketing Consumer Best Practices will be distributed | |
1:40pm – 1:55pm | Mobile Advertising: Mobile advertising is probably the fastest growing sector of mobile marketing and is carrying huge revenue expectations in the future. As inventories grow to match the demand and the budgets available for mobile advertising what are the critical factors that will affect its success and uptake? Mr Turochas Fuad: Yahoo! Mobile, Head of Southeast Asia. |
1:55pm – 2:10pm | Mobile advertising network as a full service offering: Innovative mobile advertising with practical examples on how a brand can use mobile to drive a relationship with positive results with their customers. Also highlight the success of branded campaigns to date. Sandy Agarwal: Director, Head Nokia Interactive Asia Pacific |
2:10pm – 2:25pm | What does it take for a mobile internet advertising campaign to be successful in Asia: Targeting is the key to any successful advertising campaign. Right ads served at the right time to the right audience can make all the difference in the campaign results. An insight into a successful mobile advertising campaign starts “Glocal”. Abhay Singhal: Co-founder & Vice President, Global Ad Sales, mkhoj |
2:25pm – 2:40pm | Strategies for Maximizing Reach using Mobile Advertising: This session analyzes the limited reach potential of standard mobile advertising mediums and highlight strategies for maximizing reach using SMS and audio advertising. Ruben E. Maislos: Founder, Pudding Media |
2:40pm – 2:55pm | How do you take advertising from a cost item to a revenue item in your P&L: An advertiser and publisher perspective on how mobile advertising has grown and insights on ‘ad supported’ gaming. Samir Bangara: COO, India games |
2:55pm – 3:10pm | New Digital Media applications and services to drive the Mobile Data services Adoption… a compelling mobile data application and/or campaign can offer every consumer in the world the capability to tap into the wonderful world of Mobile Data Jessie Liu: Managing Director, Gigafone APAC |
3:10pm 3:45pm | Can we accelerate the adoption of mobile advertising: What are the ways the industry can help accelerate the adoption of mobile advertising? This group will explore: opportunities and limitations of mobile ad campaigns, Challenges of selling mobile ad inventory, what content publishers need in a mobile partner, consumer readiness, campaign metrics, richer media, analytics and optimization, evolving initiatives, standards, and reporting. Moderator: Matthew Aujla: Managing Director, Digital Direction Panelists: Sandy Agarwal: Director, Head Nokia Interactive Asia Pacific Marco Gavin: Mobile marketing leader , Procter and Gamble Samir Bangara: COO, India games Andre Monza: CEO, Color Zip SEA Ltd. |
3:45pm-4:00pm Networking Break | |
4:00pm – 4.15pm | *Looking into the Operator’s Role in the Mobile Advertising Value-Chain: Is it in the best interest of all mobile advertising relevant parties that the operator manages the mobile advertising value-chain. Ofer Razon : Director of Marketing, Mobile Advertising, Comverse |
4:15pm – 4:30pm | Conversation: The Carrier’s Perspective on Mobile Advertising: The wireless carrier is our key to mobile advertising engagement and success. Learn from one of Asia’s leading wireless carriers on how to get engaged in mobile advertising and how to help the carrier be successful in their mobile advertising initiatives. Danilo J Mojica II: Director, Smart Communications Inc. |
4:30pm –4:45pm | Telco’s best practices: Permission database & adopting and enforcing guidelines etc: With insights into other new media products which have earned great traction with consumers, revenue and accolades. Adopting and enforcing guidelines and best practices has helped it’s very successful transition for the organization into the mobile advertising world. Melis Turkmen: Mobile Marketing & Advertising Unit Head Turkcell ( Turkey) |
4:45pm – 5:30pm | Operator Panel: Opportunities for Partnerships with the Operator. Operators play a pivotal role in making mobile marketing a success. 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 the role they play in creating a sustainable market while protecting the consumer experience Moderator: Tom Navasero – Founder , Glocal Media Networks Pte Ltd. Panelists: Melis Turkmen: Mobile Marketing & Advertising Unit Head- Turkcell Danilo J Mojica II: Head Wireless consumer Division, Smart Communications Inc Kang Aik Siang: Director Consumer products Mobile – Singapore Telecommunications Limited Ofer Razon : Director of Marketing, Mobile Advertising, Comverse |
5:30pm-5:45pm | The MMA: An overview of activities and how can you participate: Some of its recent news, including Research (the Global Attitude & Usage Study), as well as highlight the Guidelines and Best practices, Standards and its role as an dynamic industry as well as organizations helping to educate and build the mobile marketing ecosystem thru opportunities for dialogues about the important issues impacting members and participants. Mobile Marketing Association |
5:45pm-5:50pm | Closing Remarks Jimmy Poon: Chair, MMA APAC, Managing Director, Puca Inc. |
5:50pm – 8:00pm Business Networking Reception | |
Mentor Program Innovative companies (5 min presentations) to showcase their value proposition followed by a round of Q&A 7:00pm - 8:00pm | |
8:00am-8:50am | Registration |
8:50am – 9:00 am Master of Ceremonies: Mark Laudi: CEO, Investor Central | |
9:00am-9:10am | Opening Remarks Russell Buckley: Global Chair, MMA & Vice President of Global Alliances, AdMob Inc., |
9:10am – 9:30am |
Keynote Session: Global mobile marketing topics. Market size, trajectory, examples of overall success overall: Building a Sustainable Industry |
9:30am – 10:05am | An Agency’s Perspective on Mobile Marketing: When will the mobile marketing wave arrive? Ubiquitous and omni-functional- they say it is what computers have become. Then what is stopping mobile from becoming a mass adopted marketing medium? Moderator: Shalabh Pandey: Digital Engagement Marketing Consultant Panelists: Brian Stoller: Partner Invention, Miindshare Asia Pacific. Mark Seegar : Digital Lead, OgilvyOne Worldwide Ranjan Reddy: Vice-President- Sales Arena Mobile (NeoMobile Group) Ryan Lim: Business Director, Blugrapes Pte Ltd. |
10:05am – 10:50am | Brands/Agency case studies: In the current time there is no more efficient medium than mobile - Mobile media is evolving itself to be the key to ensuring success in achieving strategic objectives, being part of a complete marketing campaign. Case Study 1: Visual technologies and its impact in the real world. How brands have effectively chosen the technology from augmented reality to interactivity to interact with the consumers Howard Hunt: Regional Business Development Manager, The Hyperfactory. ------------------------------------------------------------------------------------------------------------------------------------------ Case Study2: Love and Money – learning from an agency on how to engage users in a “relationship with the brand” via mobile; and explore “what does it cost to get it right?” Barney Loehnis: Network Director Asia, Isobar Global. ------------------------------------------------------------------------------------------------------------------------------------------ Case Study3: Mobile campaign as an Interactive channel - Learning’s from Mobile targeted ads and its relevance to simplify media planning effort with interactive element to keep the consumers engaged. Joshua Maa: CEO, Madhouse Inc. |
10:50am – 11:05 am | Value of a partnership: Value of an operator engaging an agency for mobile advertising operations. A best practice of how an innovative approach has helped answer some of the challenges of engagement for a leading telco. Jojit Alcazar: Vice President. WolfPAc Mobile Inc. |
11:05am- 11:20 am Networking Break | |
11:20am – 11:55am | Integrated marketing: The global mobile marketing and advertising value chains have been defined and are starting to grow. As marketers engage in this new medium, we’ve seen rapid growth in demand and campaign budgets, and the ability to make an efficient and effective media buy across traditional media to leverage on mobile Moderator Thomas Pramotedham: Co-founder AdTag Services Panelists: Colin Miles: Executive Vice President –I-POP networks Rajiv Hiranandani: Co-founder, Mobile2Win India Pvt. Ltd. Domenico Pezzaniti: CEO , Beepcast Adam Dune : CEO, AURA Interactive Pty Ltd |
11:55am – 12:10pm | Case Study: Experiences in Blending Mobile Marketing with Digital Outdoor Media to deliver self expression, interactions, loyalty marketing, activations and many other benefits to consumers and clients. Srikanth Ramachandran: Director, At Life Pte Ltd. |
12:10pm – 12:25pm | Case Study - Mobile Portability: How the Internet can be Integrated on the Mobile Phone, while the market data widely supports the growing strength of the medium, the session aims to bring to light the importance of the need for mobile internet in its own backed by relevant content and monetization plans. Joerg Krahnert: Director Business development, Net Biscuits |
12:25pm – 12:40pm | Presentation Topic: Building and Growing the Mobile Application Marketplace while understanding the traditional and new approaches to build the industry. Dilip Mistry: Head of Mobile Services, Microsoft Asia |
12:40pm – 12:55pm | Case Study: With the multi modal rollout of search on mobile devices. Take a close look at the key drivers driving adoption and the behavior patterns of users across multiple modes like SMS, USSD and WAP Kiran Konduri: Co-founder, Four Interactive |
12:55pm-1:40pm Lunch
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1:40pm – 2:10pm | Visual Code: when it comes to impactful communications with the customers and prospects, Visual Code campaigns can be highly effective with relevant dialogue over multiple channels. Visual code and its importance of being part of your integrated marketing plans to shape the industry. Moderator: James Loo: COO of Y3 Technologies Pte Ltd Panelists: Chris Soh: Managing Director, One Network Entertainment Matthew Teo: Product Manager, Star Hub Jason Tham: Business Development Director, TCM-RFID Pte Ltd Tay Hak Peng: Subject Head for Media & ICT, Catholic High School |
2:10pm – 2:25pm | Visual Codes: Requirements and architecture for mobile data service enabler Alan Hameed: OMA Fujitsu |
2:25pm – 2:50pm | Case studies: Highlighting the collaboration within the ecosystem to help understand why the channel is relevant to the consumers to create the industry together. Mobile is reaching many industries and already bringing results to a variety of industries. We’ll present some of the opportunities in different market sectors and how they are using mobile to satisfy consumer needs and to generate profits. Ken Chua: CEO, iCELL Network Pte Ltd Muhammad Faizal Bin Ibrahim: Services Co-ordinator, National Parks Board Jason Tham: Business Development Director, TCM-RFID Pte Ltd |
2:50pm – 3:05 pm | *Opportunities of mobile marketing and it’s interaction with the legacy network: How to provide a self learning marketing engine to manage campaigns while ensuring your systems are in place to take advantage of a integrated marketing and delivery solution. Peter Nussbaumer: I new communicative solutions GBH |
3:05pm – 3:20pm | *Applications to Drive Consumer Adoption: Viral, social & gaming applications have competed for consumer attention for several years. Insights into innovative applications that can lead to a ‘hockey stick’ in consumer adoption while making money by generating transactional revenue. Kartik Ram: Director of Sales , Velti Inc. |
3:20pm – 3.35pm | Mobile Commerce Case Study: This session will explore how to effectively leverage on mobile commerce by sharing case studies and examples where mobile ticketing, couponing, etc have been successfully deployed. Shankar Narayanan: Co-founder & President, Tagit Pte Ltd. |
Networking Break | |
3:50pm – 4:05pm | The Shift from Mobile Advertising to Engagement: What is engagement: Why now for Asian consumers? Insights on the responsibilities the brands have as well as engaging with the medium and building the social media ecosystem with dedicated mobile content and a little bit more John Kerr: Director, Edelman Digital Asia |
4:05pm – 4:20pm | Mobile Attitude and usage behavior: Usage Trends In Asian Markets and its key implications for mobile marketers and advertisers Kaushal Upadhyay: Associate Director, Client Solutions The Nielsen Company |
4:20pm – 4:35pm | Case study Indonesia : Enabling The Ecosystem for Mobile Advertising - Indonesia is one of the fastest growing markets for mobile advertising. The session will share snapshots of mobile Internet usages and its unique consumer behaviors. Also insights on the role of industry catalyst like MobileMonday is helping to shape the ecosystem, enable innovation and accelerate adoption. Andy Zain: Founder, Mobile Monday Indonesia |
4:35pm – 5:05pm | A perspective on India: Where are the key opportunities for mobile marketing in India in 2009? As marketers look to engage with customers and prospects on tighter budgets, mobile is an opportunity to increase their ROI potential. These companies will present their views on the subject. Moderator: John Kerr - Director, Edelman Digital Asia Panelists: Vinay Kumar: CEO, StratosHear Technologies Pvt Ltd Sandeep Singh: Business Director, Quasar Ranjan R Reddy: Vice President - Sales Arena Mobile (NeoMobile Group) Manoj Dawane: CEO, People Infocom Pvt. Ltd. |
5:05pm – 5:50pm | Panel: Global panel of industry leaders from around the globe to discuss what has brought us to the point we are at today, and what can we expect in the future. We anticipate that this session will be a highly engaging session chock full of dialogue and debate. Not to be missed! Including special highlights on: · Mobile Search: The Consumer's Perception · Mobile Advertising: What do consumers want, where are the opportunities and what are the issues facing mobile advertisers? · Ad supported content: What are consumers' attitudes? Is mobile perceived as a medium, or just a phone? How will this affect the growth of the market? · Content – On and Off Deck · Open or closed networks As well as general discussion around trends which help us to better understand and size the market better Moderator: Mark Laudi: CEO, Investor Central Panelists: Dr. Tan Geok Leng: Chief Technology officer, IDA Singapore Frank Brown : Partner, generator media ventures Harald Neidhardt: CMO & Co-Founder of Smaato Inc Danilo J Mojica II: Head Wireless consumer Division, Smart Communications Inc Mike Wehrs: President and CEO, Mobile Marketing Association |
5:50pm-6:00pm | Mike Wehrs, President and CEO, Mobile Marketing Association |