MMF: APAC (Singapore) - April 14 & 15, 2010: Agenda

April 13, 2010 – 10:00 - 13:00

Mobile Marketing 101 Workshop

 The practice of mobile marketing is growing rapidly throughout the world.  Over 4 billion people worldwide carry a mobile phone and there are nearly 6 billion other mobile-enabled devices in use. This abundance of mobility is fostering a burgeoning marketplace, a marketplace with global reach and local relevance for consumers and businesses alike. Estimates vary, but it is evident that mobile marketing, both as a direct medium and enabler of traditional sales and marketing channels, is on its way to being a multi-billion dollar industry.  A significant challenge for many businesses, however, is figuring out how to leverage mobile marketing to engage and service their customers.

 In this intensive mobile marketing workshop we introduce mobile marketing, discuss many facets and show you, through the review of industry leading case studies and examples, how mobile marketing can be used to engage consumers at every stage of the customer lifecycle: awareness, acquisition, relationship, support and within mobile-enhanced social media engagements.

 Participants will develop:

•  A thorough understanding of mobile marketing and how and when to use it, and which parts of it
• The skill to begin immediately integrating mobile marketing into their organization’s marketing programs
• The knowhow for measuring and adjusting their mobile programs

In the workshop you will be introduced to:

• The three general areas of mobile marketing (direct, multi-channel and product) and the application of mobile commerce and advertising
• A detailed review of the eight pathways (SMS, MMS, Email, Voice, Content, Mobile Internet, Bluetooth, Applications) that can be used to engage consumers through and with the mobile channel
• A detailed review of the mobile marketing ecosystem, its players and how to work with them
• How to plan, organize and partner for the successful development and launch of your mobile marketing programs
• How to monitor and report on the success of your programs
• How to review common case studies and discuss scenarios for conceptualizing a mobile marketing campaign that will help you achieve your branding marketing objectives
• How to review the steps for planning a proper mobile marketing campaign to reduce barriers of entry and to integrate your mobile endeavors into a long-term multi-channel marketing strategy
  

Workshop Is being conducted by:

Jojit Alcazar: Head of Mobile Advertising, Smart Communications
Paul Berney: Managing Director, Europe -  Mobile Marketing Association
Barney Loehnis:  Head of Digital, Asia Pacific, Ogilvy One
Konny Zsigo: President, Wireless Developer Agency

April 13, 2010 – 14:00 - 17:00

Mobile Analytics: Data Mediation and the Advertising Ecosystem: Sharing the carriers’ 360-degree-view of the subscriber with the rest of the mobile advertising Ecosystem

 The recent increase in mobile internet usage is a result of the following key factor: flat-rate and pay-as-you-go billing models, which are easier for the subscriber to understand; larger, touch-sensitive screens pioneered by the likes of the iPhone and other smartphones; and netbooks, data cards, and other internet-ready devices. This sharp rise in mobile data uptake, however, has not yet translated into increased demand for mobile advertising.

One of the fundamental ingredients in an effective internet advertising solution is the ability to leverage behavioral data for optimal ad selection. Because of its close relationship with the subscriber, mobile carriers own the richest source of data to drive effective targeted advertising in any channel. However, the industry lacks a proven method of turning the raw data into valuable insights, and standardizing the interface between carriers and advertising systems.

   Ad targeting systems should be able to leverage subscriber data in an anonymous way and optimize the match between specific ad campaigns and available profiles. The result will be higher eCPMs and a growth in the overall appetite for mobile advertising. A contextually-aware data mediation platform is the essential link between carrier and advertiser – the spark the mobile ad marketplace needs to get rolling.

• Gain an understanding of the measurement and metrics of the mobile advertising business
• Gain skills in developing customer related campaigns and an in-depth understanding of the customer preferences
• Gain an overall understanding of the challenges to leverage mobile data as a marketing tool

In this intensive mobile marketing workshop you will be introduced to:

• Mobile marketing, we’ll discuss many facets and show you through the review of industry leading case studies and examples
• How to translate rich behavioral data to actionable insights
• How mobile marketing can be used to engage consumers
• Mediation between such insights and the adverting marketplace
• Insights of consumers at every stage of the customer lifecycle: awareness, acquisition, relationship, support and within mobile-enhanced social media engagements

Workshop is being conducted by:

 Christian H. Cadeo: Head of Brand Advertising, APAC,  AdMob
Dr. K F Lai: Chief Executive Officer,  BuzzCity
James Lamberti: VP Marketing, InMobi
Anurag Patnaik: Director of Product Management, Analytics, Openwave Systems, Inc
Milind Sattur: Head - Pricing, Planning & Research, Navteq Media Solutions        

08:00

Registration
 

08:45 - 08:50  Master of Ceremonies  -  Mark Laudi: Managing Director, Hong Bao Media (Holdings)

08:50-09:00

Welcome from the Mobile Marketing Association

 The opening remarks will provide a very brief overview on the state of the industry, recent developments and the role of the industry body, like MMA, in helping foster the growth of the industry.  

 Sean Rach: Director, Digital Media & Corporate Events, Prudential Corporation Asia;  Chairman, Mobile Marketing Association Asia Pacific

09:00-09:20

Keynote: Mobile – One-to-One and One to a Billion

 The mobile is the only medium that is simultaneously mass and personal. It is increasingly emerging as the most important medium for brands and agencies in the coming years. The mobile is driving the shift from Advertising to Invertising and CRM to Customer Relationship Monetisation.

 Rajesh Jain: Founder-Chairman and Managing Director, Emergic Venture Capital Pvt Ltd.

09:20-09:35

Mobile and Mobile Media Usage Trends Around the World, and the Key Implications for Mobile Marketers and Advertisers

 How has consumers’ usage of mobile and mobile media evolved over the last year? Who are the ripe targets for mobile marketing and how should advertisers be connecting with them? How can advertisers more effectively target consumers over mobile? What is the role of standardized measurement and metrics in growing mobile marketing?

 Hanis Harun: Global Executive Director, Consumer Research & BASES, The Nielsen Company

09:35-09:50

Mobile Analytics

 The recent rise in mobile data uptake has not yet translated into increased demand for mobile advertising. Mobile carriers have long owned the richest source of raw data to drive effective targeted advertising. However, the industry lacks a proven method of turning the raw data into valuable insights and standardizing the interface between carrier and advertising systems.

 Henry Stevens: Director of Media and Entertainment, GSM Association

09:50-10:05

Internet and Mobile: Are the Lines Blurring?

 This session focuses on the fast blurring of lines between mobile and online business when it comes to content consumption and advertising. Is there an eventual path to “web parity” here?  Should there be?  Convergence -under what conditions and timeframes?

 Neeraj  Roy: Chief Executive Officer, Hungama Digital Media Entertainment; Chairperson, MEF Asia

10:05-10:15

Mobile Advertising: The Screen is the Limit

  An overview of mobile advertising market size at an APAC level and its outlook. How to manage the right mix of various mobile advertising models with in the Ecosystem given its  issues and challenges

 Jayesh Easwaramony: ICT Consulting and Head of Telecoms Research, Frost & Sullivan Asia Pacific 

10:15-10:35

Panel: Has Mobile Reached its Tipping Point? Usage Trends Key Implications for Mobile Marketers and Advertisers

 The panel will discuss the value behind informed decision making using metrics. How are advertisers targeting consumers and where is mobile lacking in targeting capabilities? How are advertisers measuring mobile programs? Can mobile research findings be integrated with other methodologies? A view into the future for mobile research and what the landscape will look like in two years.

 Moderator:

Mark Laudi: Managing Director, Hong Bao Media

 Panelists:

Rohit Dadwal: Managing Director, APAC, Mobile Marketing Association
Jayesh Easwaramony: ICT Consulting and Head of Telecoms Research, Frost & Sullivan Asia Pacific 
Hanis Harun: Global Executive Director, Consumer Research & BASES, The Nielsen Company
Neeraj  Roy: Chief Executive Officer, Hungama Digital Media Entertainment; Chairperson, MEF Asia
Henry Stevens: Director of Media and Entertainment, GSM Association

10:35 - 11:10

Networking Break

11:10-11:25

Case Study Presentation - Insights into Mobile Advertising and Marketing in the Phillippines Market

 Snapshots of mobile Internet usages and its unique consumer behaviors. Insight to country specifc ecosystem, enabling  innovation and accelerate adoption

 Jojit Alcazar: Head of Mobile Advertising, Smart Communications

11:25-11:40

A Brand's Secret Weapon - Mobile

 Leveraging case studies from a range of marketers, Sean will discuss the changed media landscape and how leading brands are setting themselves apart by incorporating mobile marketing into their repertoire. The brands who do this reap rewards including increased brand perception, customer loyalty and sales.

11:40-11:55

How a Global Brand is Using Mobile

This global brand will present some of the opportunities and cases the brand is exploring, some of the challenges they face and the importance of having the mobile part of their media mix.

11:55-12:10

Drivers that are Increasing Mobile Internet Adoption and Leading to the Acceleration of Mobile Advertising   

How a major brand (Nokia) has taken advantage of the latest mobile technology to create new marketing outreach programs and potential revenue streams through mobile advertising. The presentation outlines the importance of leveraging different ways of connecting consumers to content and the benefits of creating high-performance advertising optimized to drive user engagement.

 Chris Schaumann: Head of Online Sales & Marketing, Southeast Asia & Pacific, Nokia Pte Ltd

12:10- 12:25

Driving Mobile Mainstream – Innovations from Across the Ecosystem in Europe

 What can we learn from Europe? What are the big trends in mobile marketing. Which strategies, approaches, and solutions are working for European brands? The presentation will feature examples from brands.

 Paul Berney: Managing Director, Europe -  Mobile Marketing Association

12:25-12:40

Fresh Thinking - Seven Rules for Effective Mobile Advertising

 Eric Kip: Director, BLYK

Mobile Advertising 2.0

 The mobile phone is a highly targeted device with typically one user. This represents an option for powerfully accurate and relevant communication messages to be delivered to instantly engage users with campaigns and content resulting in increased campaign effectiveness.

12:55 - 13:50

13:50-14:00

Case Study Presentation - Can Mobile Advertising Mirror the Market Penetration?

 With consumers carrying mobile devices just about everywhere, advertising investments in mobile seem like a central element of any campaign. This is amplified with the increasing capabilities of mobile devices, including improved browsing features, mobile games, content and applications for virtually every consumer need. 

Ruben E. Maislos: Founder, VP Business Development, Pudding Media
Heather Wee: Head of Mobile Advertising & TV, Maxis Mobile Services

14:00-14:15

Rethinking Mobile Marketing: Turning Subscribers into Audiences

As mobile usage grows worldwide, it is increasingly important for global brands to expand the use of mobile to create a dialogue with consumers in a simple and engaging way. Why is mobile important? Why should brands integrate mobile devices to their mix marketing? What are the best practices?

 Richard Fraser:  Marketing & Strategy, Multimedia Applications, Alcatel-Lucent

14:15-14:30

In Service Advertising  Business - a Perspective

 The value added service provider’s business model is built on the foundation of the carrier consumer subscription and business subscription services. However, with the rise of mobile advertising and marketing, a new kind of customer has appeared: advertisers. This presentation will explore how in-service advertising is evolving into media companies, serving the needs of marketers to effectively connect with right target group of consumers on the go.

 Atul Madan: Vice President, Mobile Advertising, Comviva

14:30-14:45

Deliver the Best Engagement Rates with  Interactive SMS Campaigns

 This discussion will talk about including and promoting products and brands and reaching a wider audience using mobile and securing engagement with the audience to facilitate return on investment.

 Anne Meilhac: Mobile Marketing Director, Gemalto

14:45-15:00

Is Location-based Advertising the Future of Proximity Marketing?

 Location is an attribute unique to mobile and can drastically influence the way a marketer interacts with a consumer. There are two ways it’s being used in mobile marketing right now. An overview will be given on Location Based Advertising coupled with Proximity Marketing to help compare and contrast ideal situations and ideal brand types. Can this lead to successful business models and establish campaign success metrics?

 Sandy Agarwal: Director, Asia Pacific and Middle East, Navteq Media

15:00-15:20

Panel - Mobile Data Mediation Opportunity

 This panel will explore challenges the different players within the ecosystem are facing and possible solutions. The panel will address questions around the biggest challenges preventing mobile advertising from realizing its potential. What kind of insights are needed to fulfill the demand and how do operators, brands and publishers view the opportunity?

        Sponsored by: Openwave Systems, Inc

 Moderator:

Anand Chandrasekaran: Director of Product Management, Openwave Systems, Inc

 Panelists:

Sandy Agarwal: Director, Asia Pacific and Middle East, Navteq Media
Dr. K F Lai: Chief Executive Officer, BuzzCity
Jeff Merkel: Vice President and Managing Director, APAC,  AdMob
Heather Wee: Head of Mobile Advertising & TV, Maxis Mobile Services

15:20-15:30

Case Study Presentation - Mirror Football

  An insight into a large-scale, ad-supported service that combines print, online and mobile channels in a truly integrated way. 

 Colin Miles:  Executive Vice President & Co-founder, i-POP Networks

15:30 - 16:10

Networking Break

16:10-16:20

Case Study Presentation:  What Will be the Role and Relevance of SMS in the 3G Era?

 Abhijit Saxena: Chief Executive Officer, NetCore Solutions

16:20-16:35

Mobile Giving: Is it Cause Marketing or Commerce? 

 Jim’s talk focuses on response metrics, Haiti disaster relief case studies, and demographics around mobile giving as a broadcast channel, its impact on the mobile medium and the future of mobile marketing.  Will cause media accelerate the growth of mobile business and commerce? Learn about the story and success behind the mobile giving Haiti relief effort -- arguably the most successful mobile marketing initiative ever.

 Jim Manis: Chairman & Chief Executive Officer, Mobile Giving Foundation

16:35- 16:50

Mobile Commerce - What Makes it Viable?

 Is mobile the most personal device and if yes will it truly replace the wallet? This session explores how ease of use of mobile leverages commerce activities: e.g. mobile shopping, wallet, ticketing, couponing, etc. How is mobile commerce being embraced by brands to build awareness and to promote the use of their products and services?

Tarik Husain: Global Director, mCommerce, Sybase 365

16:50-17:10

m-Commerce Implementation Strategies 

 As the Internet finds its way into our purses or shirt pockets, mobiles are starting to track our location. Tomorrow they will replace our wallets and credit cards. One day, they may very well turn into intelligent assistants capable of anticipating many of our wishes and needs. But for all these changes to happen, key issues of interoperability, usability, security, and privacy still need to be addressed.

 Moderator:

Shriram Adukoorie: Chief Executive Officer, Four Interactive

Panelists:

17:10-17:25

 Social media represents 6 of the top 10 sites visited by Asian mobile internet users. As real-time becomes the new prime time and people demand instant content, experience and engagement that is seamless via the handset, how are regional brands responding?

 John Kerr: Director, Edelman Digital Asia, Edelman Public Relations Singapore

17:25- 17:40

Brands Best Practices: Permission Database & Adopting and Enforcing Guidelines

 The presentation will reveal 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 a very successful transition for the organization into the mobile advertising world.

17:40- 17:50

Case Study Presentation - Behavioral Targeting & Segmentation

17:50- 17:55

Closing Remarks

18:00pm – 19:30pm

Business Networking Reception

Grand Copthorne Waterfront

08:00

Registration

09:00 – 09:10   Master of Ceremonies -  Paul Berney: Managing Director, Europe -  Mobile Marketing Association

09:10-09:30

Keynote Session: Ubiquity of Infinite Possibilities

 Inside the Mobile Value Chain: Mobile has proven itself to be far more capable and effective in reaching out, connecting people and businesses to bear new value and revenue. Mobile advertising has become mainstream with all parties in the mobile ecosystem working together to integrate mobile into overall media objectives.

 Kei Shimada: Founder & Chief Executive Officer, Infinita

09:30-09:45

Strategies for Maximizing Reach Using Mobile Advertising

 This session analyzes the limited reach potential of standard mobile advertising mediums and highlights strategies for maximizing reach using SMS and audio advertising.

Matthias Kunze: Managing Director, Yahoo! Mobile, APAC

09:45-10:00

The Mobile Search Opportunity

 Search is a global topic. Local search is where you live and work. Local is mobile. Changing consumer behavior, evolving advertiser needs and tech developments have created a billion dollar mobile local advertising opportunity. What is the state of monetizing the mobile channel? Why is local at the heart of taking advantage of a huge market opportunity?                  

Derek Callow: Head of Marketing, Google - SEA

10:00-10:15

Mobile Advertisers are Moving from Experimental to Full Implementation

 Innovative mobile advertising with practical examples on how a brand can use mobile to drive a relationship with positive results with their customers. Also highlights the success of branded campaigns to date.

 Manish Ladha: Head of Mobile Services, Consumer & Online (Greater Asia-Pacific), Microsoft

10:15-10:25

Case Study Presentation - Insights into Mobile Advertising and Marketing in the Indonesian Market

 Presentation considers facts and figures, cultural context in Indonesia and an entry window to overcome and proliferate mobile media industry in Indonesia.

 Joseph Lumban Gaol: Chief Executive Officer, M-star Indonesia

10:25-10:35

Case Study Presentation: Creative Mobile Marketing Campaigns - Helping Build Successful Engagement for Effective Advertising

 Shinta W. Dhanuwardoyo: Founder/Chairperson, Bubu.com, CEO, Mojopia

10:35 - 11:15

Networking Break

11:15-12:45

Track Sponsored by:  Affle

11:15-11:30

A Brand and its Mobile Objectives

 How has a leading brand leveraged their presence in the mobile space to create a niche to their consumer marketing and engagement campaigns? Look forward to leveraging more of the brand’s marketing dollars on mobile – is it an objective or a wish waiting to be heard?

 Mayank Pareek: Executive Officer - Marketing and Sales, Maruti Limited

11:30-11:45

What ‘Being Brave’ Can Do For Your Advertising Message And Medium

 How has some early investment and brave decisions to experimentation helped gain a position as the leaders in the mobile marketing ecosystem? Embracing new technology, channel and measuring the return showcases the capability of the evolving landscape of mobile.

 Vinod Thadani: Regional Mobile Director, GroupM Interaction, South Asia

11:45-12:00

Agency’s Perspective on Mobile Marketing & Advertising

 Discussion on maximising ROI from mobile marketing & advertising, and how can operators drive mobile advertising revenues. Developing successful mobile advertising campaigns, reaching out to the target audience with relevant advertising - how possible is customization?

 Sam Balsara: Chairman and Managing Director, Madison World

12:00-12:15 

Brand Building - A Fruitful Partnership

 How does a brand ensure success in achieving their strategic objectives in the mobile space? What does it really take for an agency and publisher to partner to generate a successful mobile advertising program?

 Raja R. Peter: Head - Media, United Spirits Limited

12:15-12:40

Inside the Mobile Advertising Partnership: A Panel Discussion with an Advertiser, Telco and Its Publisher

 Come hear how brands, a Telco and a media network have worked together to create successful mobile campaigns in order to build the ecosystem in the industry. Learn about key findings, lessons learned, and how mobile has been integrated into the brand’s overall digital media objectives. Participants will also discuss the need for ad-tracking and how it works in mobile and what a publisher can do to help make mobile campaigns successful.

 Moderator:

Anuj Khanna: Chief Executive Officer, Affle Pte Ltd

 Panelists:

12:40 - 13:50

13:50-14:00

Case Study Presentation:  The Digital Glue - Harnessing a Potent Mobile Mix

Adam Dunne: Chief Executive Officer, AURA Interactive

14:00-14:15

How Publishers Approach the Mobile Channel

Reuters began to introduce mobile advertising to one of the most popular mobile internet sites in the world. This session will give an overview of the issues a global publisher faces introducing mobile advertising and share some of the successes the Reuters has already had.

 S. N. Bhaduri: Country Manager, Reuters India

14:15- 14:30

Turning Mobile Advertising into a Real Business

 There has been a lot of trial and error on both the sides of brands and agencies as well as operators in the past two years. But what is it that really makes mobile a substantial part of the media mix? What is it that makes or breaks a mobile campaign and what are the ingredients for successful mobile advertising from brands’ and agencies’ as well as from an operator’s point of view. 2010 really is the year of mobile advertising - it is time to turn mobile advertising into a real business and the mobile into a medium in its own right.

 Kerstin Trikalitis: Chief Executive Officer, Out There Media

14:30-14:45

Mobile Advertising and its Place in the Marketing Mix

 Promoting your products and brands to an ever widening audience on mobile and securing on-going engagement, as well as managing the complexity and dynamics. 

14:45-15:00

What Marketers REALLY Want From Mobile Media!

 What is a global brand's global approach to mobile marketing? As mobile usage grows worldwide, it is increasingly important for global brands to expand the use of mobile to create a dialogue with consumers in a simple and engaging way. Why is mobile important?  Why should brands integrate mobile devices to their marketing mix? What are the best practices? 

15:00-15:20

Brand Panel - A Chance to Question Leading Brands

What are some ways mobile campaigns reach a target audience to maximize their engagement with the brand? What tools are in place to measure the effectiveness of these mobile campaigns? Leading global brands take audience questions about their experience using mobile and how they have integrated mobile into their marketing mix.

 Moderator:

Kei Shimada: Founder & Chief Executive Officer, Infinita

 Panelists:

Aalok Agrawal: Associate Marketing Director, Procter & Gamble
Eric Kip: Director, BLYK  
Rahul Welde: Vice President - Media, Unilever Asia, Africa, Middle East and Turkey

15:20-15:30

Case Study Presentation:  Trends, Survey and Award-winning Cases for Hong Kong Market and Augmented Reality

 Jason Chiu:  Chief Executive Officer, The Cherrypicks Group

15:30 - 16:00

16:00-16:15

Case Study Presentation - Audio Advertising on Mobile:  Can this be Game Changing? 

16:15-16:40

Agency Panel: What Type of Customer Engagement is Possible Through Mobile That Isn’t Possible Through Other Marketing Channels?

Mobile devices sense touch, sound, motion and place, and they can tell where your customers have been and where they want to go.  Mobile offers unique opportunities that brands are only beginning to take advantage of. The panel touches upon: mobile advertising, mobile social communities, mobile payments and location based services as the key drivers for brands to understand and engage.   

        Sponsored by: BuzzCity

Moderator:

Delynn Ho: Regional Director, BuzzCity            

 Panelists:

Barney Loehnis:  Head of Digital, Asia Pacific, Ogilvy One (invited)
Ranganathan Somanathan: CEO, Starcom Mediavest Group & Optimedia Malaysia 
Andreas Vogiatzakis: Managing Director Omnicom Media Group
Vinod Thadani: Regional Mobile Director, GroupM Interaction, South Asia

16:40-17:20

Mobile Ad Networks Shoot-Out 

 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?  Who is best equipped to take us there?

 Moderator:

Ben Poole: Head of Interaction, Asia Pacific, MEC

 Panelists:

Emmanuel Allix: Vice President & Managing Director APAC, InMobi
Michael deSouza: Director Business Development, BuzzCity
Joshua Maa: Chief Executive Officer, Madhouse
Jeff Merkel: Vice President and Managing Director, APAC,  AdMob
Raymond Teoh:  Vice President Advertising Sales, Pudding Media  

17:20-17:55

Global Panel of Industry Leaders

 Thought leaders from around the globe will discuss what has brought us to the point we are today, and what we can expect in the future.  We anticipate this session will be a highly engaging session chock full of dialogue and debate.  Not to be missed! Including special highlights on:

• Android or iphone… where is Microsoft and RIM in the app game?
• Brands choose between Go green vs. Go Mobile: what is the new mantra?
•   Mobile search and location based advertising: where do we draw the line and what is the consumer perception?
•  What role does content play in generating more ad dollars in the ecosystem?
•  Is mobile perceived as a medium or just a phone?

Moderator:

Tom Navasero: Chief Executive Officer, Glocal TV

 Panelists:

Sandy Agarwal: Director, Asia Pacific and Middle East, Navteq Media
Rohit Dadwal: Managing Director, APAC, Mobile Marketing Association
Manish Ladha: Head of Mobile Services, Consumer & Online (Greater Asia-Pacific), Microsoft
Anirudh Patil: Head of Marketing Asia Pacific, Alcatel-Lucent
Henry Stevens: Director of Media and Entertainment, GSM Association

17:55-18:00

Closing Remarks

 Rohit Dadwal: Managing Director, APAC, Mobile Marketing Association