8:00am-9:00am | Registration Sponsorship opportunity available | |||
Master of Ceremonies: Erica Chriss, VP Strategy and Business Development, Greystripe | ||||
9:00am-9:05am | 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. The MMA will also feature the launch of some of its recent news, including the Global Attitude & Usage Study, as well as highlight the launch of the new MMA website, www.mmaglobal.com. Laura Marriott, President, Mobile Marketing Association | |||
9:05am-9:10am | Mobile Campaign Introduction Sponsored by Neustar Diane Strahan will walk through the basics of using 2D barcodes in mobile marketing – and then invite the audience to participate in their own demo. This fun, interactive demo will direct you to the code for this evening’s cocktail reception, and entry in a chance to win prizes! Neustar would like to offer special thanks to Mobile Discovery and Neo media for their support. Diane Strahan, VP Mobile Services Group, NeuStar Inc. | |||
9:10am – 9:40am | KEYNOTE Carrier Leadership Roundtable – How Mobile Operators Are Encouraging Brand Participation Sponsored by Acision The keynote session will feature a fun, Q&A style discussion around how wireless carriers are helping to facilitate brand engagement within the mobile channel. The session will be moderated by MMA North America Chairman Tom Daly, of The Coca-Cola Company, who will lead this discussion on the pros and cons of mobile and how we, collectively, can help drive sustainability and innovation in mobile. The panel would like to acknowledge its sponsor, Acision, for their assistance in programming. Moderator: Tom Daly, Group Manager, Strategy & Planning, The Coca-Cola Company Lisa-Anne Uhrmacher, GM, Mobile Advertising, Sprint Melis Turkmen, Mobile Marketing & Advertising Unit Head, Turkcell Richard Robbins, Director, Media Innovation, AT&T Mobility | |||
9:40am-10:10am | Mobile Marketing: Connecting With Consumers at the Speed of Life Sponsored by MediaFLO Join Bob Bradley as he discusses the future of marketing on mobile TV and details how content providers and advertisers may extend their brands into this medium. With mobile TV poised to become a pervasive reality, this session will help you better understand the benefits of TV platforms and their content lineup, delivering the details you need to be an agile mobile marketer today. Bob Bradley, Senior Director of Content, Licensing and Advertising Sales, MediaFLO USA | |||
10:10 – 10:30am | Case Study: Shell Oil The first time the MMA saw this case study was at the Mobile Marketing Forum last month, in Argentina. We were so impressed with the creativity and results of this campaign, as well as the focus on productivity through the mobile channel, that we asked Nidal to join us in San Diego and present again. We guarantee you will be as captivated as we were! Nidal Barake Awar, Director, Tedexis | |||
10:30am – 11:00am | Carrier Mobile Advertising Cristy Burgan, VP Marketing, Acision Jonathan MacDonald, Mobile Marketing, Ogilvy Worldwide | |||
11:00am-11:30am Networking Break Sponsorship opportunity available | ||||
11:30am–11:50am | Case Study: MGM Grand Hotel – Mobile Marketing Program Overview Case studies help Mobile Marketing Forum attendees apply the knowledge they are gaining on mobile marketing to real-world examples in mobile. We welcome MGM Grand Hotel to share their experiences in mobile marketing. Michael Perhaes, Assistant VP Marketing, MGM Grand | |||
11:50am-12:30pm | Innovative Ways for Using Mobile The MMA has assembled this panel of experts to share the innovative ways they have used mobile to drive brand awareness, consumer engagement and greater utilization of the mobile channel. Join this panel of experts from the financial services, media, gaming, agency and advertising worlds to learn how you can leverage mobile to achieve creativity and innovation in all your initiatives. A panel that should not be missed! Moderator: John Styers, President, Moblico Juliet Randall, Sr. Director Global Marketing, Western Union Dave Oberholzer, VP Corporate Development, Limbo Pete Distler, CEO, Smarter Agent Soren Schafft, GM North America, Jamster Richard Ting, Executive Creative Director, R/GA | |||
12:30pm-12:50pm | ||||
12:50pm-1:20pm Lunch Speaker: Integrated Thinking: Mobile as A Key Component To An Effective Digital Media Strategy Sponsored by Third Screen Media Scott Kelliher, Telecom Category Director, Platform-A | ||||
Transition Break | ||||
Breakout Tracks: | Driving Consumer Interaction Through Entertainment & Fun Mobile has long been thought of as a medium to drive engagement. Join these sessions to learn how mobile marketers are leveraging mobile to deliver entertaining and effective services to consumers in all geographies. MC: Mickey Alam Kahn, Editor in Chief, Mobile Marketer.com | What Every CMO Should Know About Mobile Advertising Let’s move beyond the hype around mobile advertising and focus on the essential knowledge that all CMOs need for launching a strong and successful mobile advertising campaign. MC: Rita Chang, Reporter, Advertising Age | Help?! How To Start In Mobile Marketing And let’s not forget the basics! If you are new to mobile, this track will focus on the building blocks of getting started in mobile marketing. Sure to be a popular session, make sure you have your questions ready. MC: Tracy Ford, Associate Publisher and Editor, RCR Wireless News | |
Session 1 1:20pm-1:40pm | Case Study: Direct to Consumer Thumbplay is one of the industry’s leaders in providing direct to consumer services for mobile content. Learn from an expert on how you can leverage the D2C market to drive consumer engagement. Ken Hayes, EVP of Carrier Relations, Thumbplay | Using Mobile Advertising to Drive Engagement How can mobile advertising be used to drive consumer engagement? Join two experts as they discuss how to effectively leverage mobile advertising to achieve campaign success. Paul Palmieri, President and CEO, Millennial Media Marc Henri Magdelenat, Director of Sales and Mobile Advertising, Microsoft | How to Get Started in Mobile Marketing, Using Real-World Case Studies Michael Kurtzman, Managing Director of Mobile Advertising, Sybase 365 | |
Transition Break | ||||
Session 2 1:45pm-2:10pm | Mobile Couponing: Perspectives from Retailers Mobile couponing has been talked for some time as a great way to engage consumers through the mobile channel. Cellfire and its retail customers will discuss how they have managed to successfully implement mobile coupon campaigns to build consumer engagement. Moderator: Scott Ullmann, VP Sales Support, Money Mailer Brent Dusing, CEO, Cellfire Karl Schmidt, Director of Promotion, General Mills Stephen Lawrence, Customer Management Group, Aberdeen | Location Based Services & Mobile Marketing: Finally Here! Sponsored by Loc-Aid Location-based services have long been heralded as the “silver bullet” for mobile marketing. Join this session as panelists discuss the realities of location services and new options to explore for your campaigns. Moderator: Jim Manis, President & CEO, 1024 Wireless Services John Kavulich, Head of QIS Location Products & Services, Qualcomm Lisa-Anne Uhrmacher, GM, Mobile Advertising, Sprint | An Introduction to Mobile Advertising Sponsored by ChangingWorlds Stephen Oman, Global Program Director, ChangingWorlds | |
Transition Break | ||||
Session 3 2:15pm-2:35pm | Marketing to Urban Youth Marketers looking to bridge wireless technology and urban entertainment will enjoy this session from a true pioneer in mobile and urban marketing. Mike Johns, Founder & CEO, UrbanWorld Wireless | Bringing Brands into Mobile To gain real-world insights, examples are pivotal. Join Joao Machado for new case studies on how established brands have leveraged mobile in their campaigns, innovatively. Joao Machado, Digital Group Director, Mediaedge:CIA | Mobile Communities: An Operator’s Perspective Turkey’s largest mobile operator, Turkcell, will share their experiences in launching a mobile community in Turkey (one of the fastest growing mobile communities in the world!) Learn the what and why of how Turkcell achieved their success. Melis Turkmen, Mobile Marketing & Advertising Unit Head, Turkcell | |
Transition Break | ||||
Session 4 2:40pm-3:10pm | How Emerging Technologies Can Drive Opportunities for Mobile Marketing & Content Enough about what you can do today, let’s spend some time talking about how emerging technologies can help optimize and drive opportunities for your mobile campaign. These two experts will share their experiences. Randy Haldeman, CMO & VP Sales, Apptera Jay Highley, Head Sales, Marketing & Business Development, ChaCha | Mobile Advertising Business Models: What is the Right Model for Success? Ok, so you know you want to launch a mobile advertising campaign, but which business models will help ensure your success? These experts will share their secrets to success and help every CMO know which business models are the right ones for mobile advertising. Jason Spero, VP of Marketing, AdMob John Hadl, Founder & CEO, Brand in Hand | Defining Strategic Objectives for Mobile Marketing Success Two of the industry’s leading content companies will share their perspectives on how to define strategic objectives and ensure your mobile marketing program success. Each of the panelists brings a long history of success in Europe, coupled with strong programs in the United States. If you are new to mobile, you will enjoy this enlightening session. Massimiliano Pellegrini, CEO, Dada Entertainment Fabrice Sergent, CEO, Cellfish Media, LLC | |
Transition Break | ||||
Session 5 3:15pm-3:40pm | Creating Opportunities through Social Communities What are brands doing in mobile when it comes to social networking? What opportunities and challenges lie ahead? Join these experts for the latest insights! Brandon Lucas, Sr. Director, Mobile Business Development, MySpace Andrew Osmak, SVP, Business Development, Lavalife | Data Driven Insight into Mobile Advertising Trends Once you have effectively launched a mobile advertising campaign, the next step is to quantify its success, regardless of ad serving platform, carrier network or agency. Join these leading research companies as they discuss the how and what of mobile measurement. Moderator: Louis Gump, VP of Mobile, The Weather Channel Interactive
Jesse Goranson, SVP Account Management Mark Donovan, Sr VP Products & Sr Analyst, comScore M:Metrics | How to Use Voice Based Applications to Drive Consumer Adoption Every consumer in the world knows how to use their mobile device for voice based services. As such, it is no surprise that voice-based mobile campaigns offer some of the highest success rates in the industry. Join this session as the panelists discuss how to use voice applications successfully to drive consumer adoption. Moderator: Gene Keenan, VP Mobile Strategies, Isobar Chris Black, President, SingleTouch Don Calamaro, VP of Sales, Jingle Networks | |
3:40pm-4:00pm Networking Break Sponsorship opportunity available | ||||
Master of Ceremonies: Erica Chriss, VP Strategy and Business Development, Greystripe | ||||
4:00pm-4:20pm | How the US Army is Using Mobile Advertising to Reach the Hispanic Population Jose Manuel Montenegro, Director of Account & Media Services, Sensis | |||
4:20pm–4:40pm | Mobile Marketing Services Holistically: A Case Study on Obama Mobile In the United States, mobile has long been used to drive interactions with political constituents. Join this panel as they discuss how mobile was leveraged to help Obama’s presidential campaign, including text messaging, voice and mobile web. Dennis Becker, CEO, CommerceTel Michael Becker, EVP Business Development, iLoop Mobile Jeff Lee, President, Distributive Networks | |||
4:40pm-5:15pm | Round Table: Driving Mobile Marketing Success & What Can We Expect in the Future Sponsorship opportunity available At Mobile Marketing Forums, we generally save the carrier panel for last – this time, however, we have assembled a 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! Moderator: Russell Buckley, Global Chairman, Mobile Marketing Association and VP Global Alliances, AdMob Scott Delacourt, Wiley Rein, LLP and MMA Legal Counsel Richard Robbins, Director, Media Innovation, AT&T Mobility Jeff Sellinger, EVP & General Manager, CBS Mobile René Link, Corporate Strategy & Development, Product Marketing and Business Development, VeriSign | |||
5:15pm-5:30pm | Closing Remarks A summary of the day’s events and what you can expect in the evening festivities. Tom Daly, MMA Chairman North America and Group Manager, Strategy & Planning, The Coca-Cola Company Laura Marriott, President, Mobile Marketing Association | |||
6:30pm Cocktail Reception Sponsored by Neustar and the Mobile Marketing Association Please join the cocktail reception immediately preceding the Global Awards Dinner and Ceremony. | ||||
7:45pm Dinner & Global Mobile Marketing Awards Ceremony A not to be missed Global Awards Dinner & Ceremony, acknowledging the industry’s best from around the globe! If you have not already bought your ticket, please visit the MMA booth in the exhibit hall prior to 5:30pm today and secure your ticket to this exciting event. Master of Ceremonies: Gene Keenan, VP Mobile Strategies, Isobar Special Keynote: Chris Murphy, Director, Digital Marketing, adidas With cameo appearances by MMA award judges and special guests | ||||