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MMA Forum Day 1
4th October 2011
| 08:00 | Registration Opens | |
| 09:00 |  | Master of Ceremonies Paul Berney Chief Marketing Officer Mobile Marketing Association |
| 09:00-09:10 | | Welcome from the Mobile Marketing Association Greg Stuart Global Chief Executive Officer Mobile Marketing Association |
| 09:10-09:40 |   | Opening Keynote: The Future of Marketing Mobile has empowered an irrevocable change in consumer behaviour worldwide. What does this mean for brands? This presentation is an exploration of the new marketing landscape. Pete Markey Board Member; The Marketing Society and Chief Marketing Officer; RSA Group |
| 09:40-10:05 |  | Unilever’s Mobile Manifesto Twenty-five percent of the world is online now, but the next 75 percent will mostly get online via mobile – and mostly in D&E markets. This makes Mobile an incredibly important channel for Unilever as evidenced by their recent iAD deal with Apple. Babs Rangaiah, VP Global Media Innovation (and ranked 2nd best marketing tweeter in the UK: @babs26 :-) will talk about how Unilever is using mobile to market some of the best FMCG brands in the world. Babs Rangaih Vice President of Global Communications Planning Unilever |
| 10:05-10:30 | .jpg){kind=small} | BRAND KEYNOTE: Driving Mobile Capability Globally A significant challenge for marketers is to learn how to obtain the efficiency and scalability globally with mobile marketing, and still maintain local relevance and engagement with their customers on a one-to-one basis. Attila Weisz Digital Marketing Manager – IMC The Coca-Cola Company |
| 10:30-11:10 | Networking & Coffee Break | |
| 11:10-11:35 |  | The Use of Mobile to Run Content, Offers, and Drive Traffic to Sporting Games has Proved Beyond Doubt that it Gets The Medium In this session Chris will review the NHLs success with creating a league wide, multi-channel, mobile marketing strategy, for every team in the league while maintaining a local and unique consumer engagement experience for each team. Christopher Golier Vice President of Mobile Marketing and Strategy National Hockey League |
| 11:35-12:00 |  | KEYNOTE: Transforming Air Travel through the Use of the Mobile Channel There is no question that mobile has transformed the way we work, live, and play. But what about air travel? Whether for business or simply for pleasure, mobile technology has impacted all phases of the travel life cycle. With advanced data networks and increased smartphone adoption, travelers now have instant access to information almost anywhere, anytime! So fasten your seatbelt, make sure your seat back and folding trays are in their full upright and locked position, and prepare for this discussion on how Mobile will transform the future of air travel. Jonathan Stephen Head of Mobile JetBlue Airways |
| 12:00-12:25 |  | The Digital Impact on the Revolution Haidy Melika Brand Manager Teama Processed Cheese Best Cheese Company |
| 12:25-13:30 | Lunch & Networking Break | |
| 13:30-13:55 |  | How The Weather Channel is Using Mobile As a leader in the mobile space since 1999, The Weather Channel has learned a few things about how a publisher and brand can use mobile to serve customers, advertisers and partners. Hear lessons learned – and mistakes made – while developing a mobile strategy, planning ahead for tablets, working with partners, integrating social experiences, using digital marketing, reaching consumers in a multi-screen world and more. Scott Jensen Vice President of Digital Products The Weather Channel |
| 13:55-14:20 |  | Mobile as a Tool for Marketing and innovation: Mahou - San Miguel’s Experience as one of the Most Active Spanish Brands in Mobile Marketing This discussion will include: using Mobile Apps to create brand's engagement by providing services and entertainment to the users and why we need a mobile portal in a brand where we don't have a website. Eloisa will also share case studies including Mobile Advertising: using new formats and rich media to engage, the first iAd in Spain, and innovation: Message in a bottle; how we created the first interactive bottle and promoted it through TV, and the use of geolocation. What is Mahou – San Miguel’s view for the future? Integration and main challenges for marketers. Salvador Carillo Chief Executive Officer Mobile Dreams Factory |
| 14:20-14:45 |  | How the BBC Engages its Audience with Mobile This presentation will include the BBC's vision for mobile, how the BBC's audience use mobile as well as the BBC's approach to using mobile for marketing communications. We will also include lessons learned & tips for success. Our partner will also present a Case Study from Kieran Bourke, Mobext. Simon Lloyd Director of Media Engagement and North, Marketing and Audiences BBC |
| 14:45-15:10 |  | Premium Publishing for Tablets & Smartphones Neelay will present how The Economist approached the fast evolving world of tablets and smartphones. He will walk us through the inner workings of the successful Economist ‘digital editions’ on iPad, iPhone and Android and provide some insight into their development, adoption and consumption. Neelay will also touch on how The Economist plans to marry these and future successful apps with its existing thriving print subscription business. Neelay Patel Commercial Director The Economist Digital |
| 15:10-15:35 |  | Making of The Human Body App An insider’s view of the making of DK’s The Human Body App, the Penguin Group’s most ambitious digital product. The talk will show the development process from idea to delivery and highlight key lessons learnt. Roz Carter Head of Digital Projects Dorling Kindersley |
| 15:35-16:05 | Coffee & Networking Break | |
| 16:05-16:30 | .jpg){kind=small} | How Debenhams has Embraced Mobile Commerce Mobile commerce is rapidly changing how consumers shop and engage with retailers. In the UK today over a third of consumers have shopped through their phone and smartphone penetration is forecast to exceed 50% by 2012. Since 2010 Debenhams, the UK’s leading department store chain, has launched a number of mobile commerce initiatives to capitalize on the growing consumer adoption. This presentation will share insights on Debenhams mobile apps, mobile site, LBM, SMS and mobile coupons launches. Harriet Williams Head of Digital Development Debenhams Retail PLC |
| 16:30-16:50 |  | Branded Content, Digital Branches and Marketplace: BMO Financial Group Lays out Bank of Montreal Mobile Strategy Mobile touches all aspects of every business. Learn how BMO Bank of Montreal drives value for its brand and connects with its customers through a branded content in digital branches and mobile content. Pritesh Gandhi Sr. Manager Digital Strategy, eChannel BMO Financial Group |
| 16:50-17:20 |     | Panel Debate: Personalisation versus Privacy |
| 17:20-17:30 |  | Closing Remarks Alexandra Deutsch CPO - Out There Media Vice Chair - MMA EMEA |
| 17:30-19:30 | Cocktail Reception Sponsored by:  | |
MMA Forum Day 2
5th October 2011
| 08:00 | Registration Opens | |
| 09:00-09:05 | | Master of Ceremonies Rohit Dadwal Managing Director, Asia Pacific Mobile Marketing Association |
| 09:05-09:30 |  | A Global CMO Perspective William shares a Global CMO perspective on some of the key findings from the CMO Council's State of Marketing 2011 Report. He will also discuss the advent of Mobile Relationship Marketing and the merits of the Global Mobile Channel for Marketers, and the Engage at Every Stage MRM Thought Leadership Campaign Teaming the CMO Council and the MMA. William Ogle CMO Council Advisory Board Leader Chief Marketing Officer Motorola Mobility |
| 09:30-09:55 |  | Global Insights on Consumer and Business Mobile Adoption and Readiness In 2011 Google in partnership with the Mobile Marketing Association completed two groundbreaking global studies into the mobile readiness of consumers and businesses. The consumer studies evaluate consumer mobile usage, mobile activities, m-commerce, advertising and motivations of use across 30 markets. The business study focused on five markets (United States, United Kingdom, France, Germany and Japan) and evaluated the mobile readiness, mobile spend, mobile website usage and m-commerce activities of businesses. In this discussion Google will unveil the global findings from both studies and provide tools for mining and access the results of each study. Jonny Protheroe Research Manager |
| 09:55-10:20 |    | Discussion: EMEA by the Numbers A run through of market data in EMEA revealing the size of the market, the reach of mobile, the scale of adoption, the differences between countries and much more from a range of industry experts. Including: Jeremy Copp Vice President, Mobile comScore Europe Shailendra Pandey Senior Analyst Infomra Stephen Yap Group Director TNS |
| 10:20-10:40 |  | The Journey of a Marketer This session is dedicated to explain how carriers turn into solution providers for marketers. Berna Akyüz, will share the experience of Turkcell, one of the leading operators in Mobile Marketing, converting itself into an enabler to provide solutions for daily marketing needs and problems of the brands within the new and ever changing environment of the digital world and social media. Berna Akyüz Öğüt Mobile Marketing & Loyalty Management Division Head Turkcell |
| 10:40-11:00 | Coffee & Networking Break | |
| TRACK 1: LEARN MORE Master of Ceremonies: Rohit Dadwal Managing Director, Asia Pacific Mobile Marketing Association |  | TRACK 2: DO MORE Master of Ceremonies: Jonathan Kelly Head of Mobile Advertising Vodafone Group | ||
| 11:00-11:25 |  | The Japanese Mobile Market and Advertising's Present and Future Japan has the largest mobile advertising revenue with a strong feature phone ecosystem. On the other hand, the Smartphone market is on a super boom now. We’ll present a summary of the Japanese mobile market and advertising’s present with the information of ecosystem, players and so on. And we’ll introduce various case studies and future trends. Jun Kanbe Executive Vice President & Chief Operating Officer Mediba Inc. |  | The Creative Mobile Revolution: How to Capitalise on the Immersive Experience of Mobile Advertising With the influx of smart phones, the power of creative campaigns has skyrocketed. What are the areas that brands and agencies should address when developing highly creative and immersive ads? Through research and case studies this session will highlight how marketers can use dynamic content to bring their brands to life. Rob Jonas Vice President and Managing Director Europe and the Middle East InMobi |
| 11:25-11:50 |  | Overview of Indonesia's Mobile Marketing In Indonesia, brands have started to engage using mobile marketing in the most creative ways, since the mobile channel can deliver excellent campaign effectiveness and response levels compared to other media. Indonesia boasts one of the biggest mobile-based social networking subs in the world this presentation will discuss the same as well other successful case studies in the country. Shinta W. Dhanuwardoyo Founder of Bubu.com Managing Partner at Nusantara Ventures Bubu.com |  | Innovation in Mobile Advertising Mobile has moved beyond simple banner ads and new innovative formats are being created. This session will explore the latest developments and share lessons learned about implementing them. Charlie Hunter-Schyff Head of Planning O2 |
| 11:50-12:15 |  | Mobile Advertising & the Smartphone Revolution: Perspectives from China As Western brands look to Chinese consumers and Chinese brands to break out into the rest of the world, what role is mobile playing? Dan Wong Chief Operating Officer Madhouse Inc. |  | Mobile Vitamin Supplement for Retailers Feeling Under the Weather Although the Confederation of British Retailers reported a rise in consumer confidence last quarter, consumer intentions to spend are stuck at an all time low, according to Nielsen and the BRC. Shopping habits are changing, as is the role of mobile in the shopping experience as reported recently by Google. This is the moment for mobile savvy retailers to bring in new marketing techniques that helps create differentiation, drive store traffic and deliver powerful calls to action at point of sale. Andy Smith Client Services Director Eagle Eye Solutions |
| 12:15-12:40 | | The Indian Express The growth of mobile marketing in India. Rohit Dadwal Managing Director, Asia Pacific Mobile Marketing Association |  | Driving Consumer Engagement in Middle East & Africa This presentation will reflect MEA-focused case studies that show growth and progress in our Local Social Media and Digital Marketing Measurement & Optimization strategies, Horizontal Direct Marketing efforts, and proven ROI to deliver large scale engagement at a small investment of pennies per impression. Janne Lehtosalo Head of Digital Marketing Nokia |
| 12:40-13:05 |  | Mobile Communities in Africa that Drive Behaviour Change and Increase Brand Loyalty Mobile phones are the device of choice for developing brand communities in developing markets. These communities facilitate conversations between brands and their audiences and mediate discussions between audience members. We discuss the power of harnessing these conversations, as well as the challenges we faced in launching some of the largest mobile portals in Africa. Gustav Praekelt Founder and CEO Praekelt |  | Mobile Messaging: Boosting your Revenues with CRM Campaigns By knowing better their consumers’ needs, interests and preferences, mobile operators, enterprises and brands will increase their revenues with highly targeted deals. But how to engage with consumers over the mobile? In this presentation, we will come back on markets dynamics and blockers, and demonstrate the power of messaging to deploy permission marketing. We will introduce as well Gemalto Interactive SMS channel, a unique messaging channel for opt-in collection, offer promotion, questionnaires and surveys, improving user experience and boosting response rates. Emmanuel Legros Business Development Director EMEA - Gemalto |
| 13:05-14:00 | Lunch & Networking Break | |||
| TRACK 1: LEARN MORE Master of Ceremonies: Rohit Dadwal Managing Director, Asia Pacific Mobile Marketing Association | | TRACK 2: DO MORE Master of Ceremonies: Jonathan Kelly Head of Mobile Advertising Vodafone Group | ||
| 14:00-14:25 | .png){kind=small} | Innovation in United States Mobile Marketing Far from being behind Europe in mobile marketing, the U.S. is now ahead in many sectors of the industry. In this presentation, John will outline the key factors driving mobile marketing success in the U.S. and share case studies illustrating innovation in the space. John Styers Vice President Corporate Strategy & Industry Relations 3Cinteractive |  | Using Mobile Gaming to Build Brands: From Mobile Games to Mobile Gamification There are many brands that have created games to increase awareness ... but the next stage is applying game mechanics to marketing efforts in order to really drive consumer engagement and loyalty. This concept is known as Gamification (gamifying marketing). Velti will share the principles behind gamification and best practices on what brands can do to use mobile gaming to build their brand and how they can get started, including some real world case studies on some brands that are making a difference. James O’Connor Head of Mobile Solutions EMEA Velti |
| 14:25-14:50 | | Türkiye, the Real Home of Mobile Marketing Ozgur will discuss mobile marketing in Türkiye with numbers and best practices from the Turkish market. How has Türkiye become one of the world’s most successful marketplaces for mobile marketing? What the lessons that could be transferred to other countries? Ozgur Kolukfaki Unilever & Co-Chair MMA Türkiye |  | Leveraging NFC to Deliver the Ultimate Mobile Shopping Experience This session will provide an introduction to Near-Field Communication (NFC); how it works and how it will change consumers’ lives, what it means to advertisers and what can be learnt from the experiences in Japan and France. Emanuele De Leonardis International Head of Mobile Orange Advertising |
| 14:50-15:15 |   | Mobile Marketing: Revolutionary Insights from the Middle East This presentation will cover quantitative facts about the Mid East mobile environment including: Bluetooth flirting in Saudi, news reporting in Syria, gathering masses in Egypt, Tunis and Bahrain. We will also discuss the mobile phone as a status symbol and money transfers for the labour population in the GCC. Karim Khalifa CEO & Co-Founder Digital Republic Co-Chair MMA Mid East Tarek Miknas Chief Executive Officer Promoseven Group |  | In a Saturated App Market, What makes an App Stand Out and Become a Consumer Favourite? Poynt will provide insights into understanding how consumer behaviour is dynamic and demonstrate how brands can connect directly with the consumer in a contextually relevant manner and influence purchasing decisions. Margaret Glover-Campbell VP Marketing & PR Poynt |
| 15:15-15:40 |  | How Mobile Social Networks are Bridging the Gaps between Brands and Consumers in Pakistan Mobile social networking doesn’t have to be tied to smartphone ownership to be an effective tool for brands, and feature phones dominate many of the developing economies in the world. In this presentation we reveal the success of Pring, a messaging based social network, in delivering results for brands like Nokia and Domino Pizza in Pakistan. Muhammed Nasrullah Chief Technology Officer e-Business | ||
| 15:40-16:00 | Coffee & Networking Break | |
| 16:05-16:25 | | The Mobile Era, 3 Years In The Mobile Era started more than three years ago. It started when we, as mobile consumers, caused great disruption in the way we access content, communicate and interact with the people and businesses that impact our lives. This mobile era now requires a categorical shift in thinking, action and reaction for marketers, technologists and developers. Gavin Stirrat Managing Director, EMEA Millennial Media |
| 16:25-16:45 |   | Marks & Spencer: Creating a Successful Mobile Campaign Mobile Advertising’s reach into the digital media world has been pervasive. But with the expansive growth and untapped potential there are still a number of bumps in the road to successfully landing a mobile media campaign with your target consumer. Join us to hear from one of the top brand marketers in the UK about the five things you need to avoid in order to create a successful mobile marketing campaign. Usama Al-Qassab Marks & Spencer Marie Thirlwall Sr. Mobile Product Manager – EMEA Microsoft Advertising |
| 16:45-17:05 |  | Five global marketing trends to look out for in 2012 Using five key global marketing trends Greg will reveal how savvy CMOs are taking advantage of the increasing number and capability of mobile devices around the world to power consumer engagement and drive sales. Greg Brooks Content Strategy Director C Squared |
| 17:05-17:30 | | KEYNOTE: The Consumer of the Future The final word at our conference goes to mobile consumers and in particular the digital natives who will dominate the future. What do they think the role of the mobile channel will be in their relationship with brands? Do they even want a relationship? A thought-provoking finale to the Forum. Chad Wollen Head of Consumer Futures Vodafone Group; Vodafone |
| 17:30 | Closing Remarks Paul Berney Chief Marketing Officer Mobile Marketing Association | |
| 17:30-18:30 | Cocktail Reception Sponsored by:  | |