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June 15, 2011
| 9:00-9:05 | Welcome and Introduction Michael Becker: Managing Director, North America; Mobile Marketing Association |
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| 9:05-12:30 |
Sponsored by:  Introduction by: Scott Jensen: Vice President of Digital Products; The Weather Channel Instructor John Arnold: Director of Education; Mobile Marketing Association |
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| 12:30-2:00 |
Lisa Peterson: Director of Marketing & Business Development; Neustar Intelligent Cloud Matthew Valleskey: Director of Marketing, Mobile & Registry Services; Neustar, Inc. |
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| 2:00-5:00 |
Advertising, Analytics and App Stores: How to Drive New Revenues through the Mobile Marketing Ecosystem Hannu Verkasalo: Chief Executive Officer; Zokem Ltd. |
ROUNDTABLES
| 2:15-5:15 |
Roundtable for Brands and Retailers: "Insights into Advanced Mobile Marketing Targeting Strategies and Tactics: The 360 View of Consumer Engagement (Qualified Brands & Retailers Only) Mark Fiske: Director Business Development Mobile; The Gap |
| 2:30-5:30 | Roundtable: Bringing Mobile Marketing Leadership to the Newspaper & Publishing Industry (Qualified Publishers Only) In partnership with: Newspaper Association of America and the Tribune Company Sponsored by:  Facilitator: Andy Vogel: SVP, Digital/Mobile; Tribune Company Presenters and Breakout Moderators: |
MMA Forum DAY 1
June 16, 2011
| 8:00 | Registration Opens |
| 9:00 | Master of Ceremonies Nicole Skogg: Chief Executive Officer; SpyderLynk |
| 9:00-9:05 |
Welcome from the Mobile Marketing Association
Michael Becker: Managing Director, North America; Mobile Marketing Association Greg Stuart: Global Chief Executive Officer; Mobile Marketing Association |
| 9:05-9:30 |
Embracing the Changing Face of Publishing and Consumer Engagement — Don't Get Left Behind
The future will be personalized and Tribune Co is embracing rapid-fire changes across the media landscape, including the very definition of what news organizations and media means. More than half of Americans obtain their local news from mobile devices, a number that will only increase. How do companies create new distribution models around relevant content with consumer’s trust – such as the Los Angeles Times, the country’s largest metropolitan daily? The key will be guiding readers to new devices and platforms, while delivering audiences and solutions for advertisers and marketers. Eddy Hartenstein: President & CEO; Tribune Company and CEO & Publisher; Los Angeles Times |
| 9:30-9:50 | Mobile Marketing in Review: It’s Still a Consumer Backed World – Strategies For Success John Hadl is a luminary in the mobile marketing industry. Since the earliest days in the North American market John has worked with and developed industry leading and award winning mobile marketing strategies and programs for some of the largest firms on the planet. In this presentation John and one of his clients, Lou Paskalis, Vice President of Global Media zg American Express, share insights how some of the world’s largest marketers are evaluating mobile to drive their business objectives. John L. Hadl: Partner; U.S. Venture Partners, Managing Partner & Founder; BrandinHand, Inc. Lou Paskalis: Vice President of Global Media, Content Development and Mobile Marketing; American Express |
| 9:50-10:10 |
Mobile Strategy & Tactics…without the Theatrics |
| 10:10-10:30 |
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. Marcus Startzel: Senior Vice President of Sales; Millennial Media |
| 10:30-10:50 | MMA Award Winner Brand Tribute Kraft Foods, Inc., winner of the 2010 MMA Overall Excellence Award. Session features a tribute video and insights on the anatomy of Kraft’s award winning 2010 mobile marketing programs. Tribute Video, Created by Hyperfactory Ed Kaczmarek: Director of Innovation, Consumer Experiences; Kraft Foods |
| 10:50 -11:20 | Networking & Coffee Break Sponsored by:  |
| 11:20-11:40 | The Consumer Perspective on Mobile Shopping & Commerce Currently data is lacking in the mobile ecosystem and we don’t fully understand how consumers prefer to use mobile devices while shopping. By leveraging InMobi’s global network of over 200 million consumers in over 125 countries to research this issue in depth, this session will dive into consumer sentiment around the mCommerce experience, consumer choice on how to leverage a phone while shopping, and how mobile advertising impacts consumer interactions. The research will include sentiment by platform and outline the profile of mCommerce users. Attendees will take away an understanding of how best to engage shoppers via a mobile device and how consumers have altered their purchasing behavior due to the introduction of mobile devices. Anne Frisbie: Head of North America; InMobi |
| 11:40-12:00 |
Pandora Everywhere: Engaging Consumers Across Multiple Devices
Pandora Founder and Chief Strategy Officer Tim Westergren will talk about the ubiquity of the popular radio service as the result of mobile phones and connected devices. Millions of people engage with Pandora throughout the day on consumer electronic devices, in their car, at their office, at the gym and all points in between. Tim Westergren: Founder and Chief Strategy Officer; Pandora |
| 12:00-12:20 | Successful Mobile Advertising – Increasing ROI for Brands Permission based mobile advertising stimulates consumer engagement while generating an ROI for brands. In this session, The Gap and Out There Media share mobile advertising best practices and the results of case studies from around the world. Mark Fiske: Director Business Development Mobile; The GAP Kerstin Trikalitis: Chief Executive Officer, Out There Media |
| 12:20-12:40 |
Evolution of LBS and Hyper-Local Marketing: from Advertising to Commerce
The intersection of mobile, location and commerce will be the next major economic driver. Hear from WHERE and Mobext how they improve relevancy through location and context to drive consumer engagement, beyond helping someone find a nearby Starbucks to get a coffee. Moreover, Groupon discusses how they engage consumers at a local level. Moderator: Nick Macilveen: Vice President Carrier Partnerships & Industry Relations; Zong Panelists: Sarah Amitay: V.P. Mobile Marketing; Mobext James Citron: Chief Executive Officer; Mogreet Scott Hendrickson: Vice President, Ad Sales; WHERE, Inc.
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12:40-1:40
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Networking & Lunch Break Sponsored by:  |
| 1:40-2:40 | TRACK 1: What’s Next for Mobile Advertising and Content: Consumer Engagement, Today and in the Future Sponsored by:  Master of Ceremonies: Maria Mandel: Vice President Marketing & Media Innovation, AT&T AdWorks |
TRACK 2: Direct & Mobile Influenced Commerce: What’s Next with Mobile Payments and Consumer Engagement Sponsored By:  Master of Ceremonies: Cindy Tai: Vice President, Products & Marketing; OpenMarket |
| 1:40-2:00 |
Activating the Consumer: Compairing Mobile to Online
Learn similarities and key differences between mobile and online marketing. Valuable information on how to leverage various mobile marketing tactics from messaging, mobile web, in-application and video as well as some advancements in geo-location/LBS, m-Coupons/m-Commerce and social media mobile practices Maria Mandel: Vice President Marketing & Media Innovation, AT&T AdWorks |
Navigating the Complex Mobile Payments Landscape Get fresh research and lessons learned from the mobile payments program of a large Western Union utility client with 6.1 million annual bills and notifications programs—programs, run in partnership with Syniverse, that demonstrate the revenue and customer relationship building potential of SMS/MMS payments. Attendees will leave with a strategic approach to creating a successful mobile plan for addressing today’s 95 million text message users in the U.S. Steve Kramer: Vice President, Electronic Payments; Western Union |
| 2:00-2:20 | The Future of Mobile Video: Anytime and Anywhere Engagement Content is king and in this session industry leaders discuss that state of mobile video and content for effective consumer engagement. Moderator: Kunur Patel: Mobile Reporter; AdAge Panelists: Jay Hinman: Senior Director, Marketing; MobiTV, Inc. Ujjal Kohli:Chief Executive Officer, Rhythm NewMedia Adam Solomon: VP of Digital Ad Products and Technology; MTVN Digital |
Branded Content, Branches and Marketplace: BMO Financial Group Lays out Bank of Montreal Mobile Strategy
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| 2:20-2:40 | Understanding Mobile Advertising: Messaging, Rich Media, Audio, Search, Geo-location Moderator: James Citron: CEO, Mogreet Panelists: Boris Fridman: Chief Executive Officer; Crisp Media Danielle Lee: VP Mobile Advertising Products; AT&T AdWorks Shawn Schwegman: Chief Marketing Officer; ChaCha Brent Turner: EVP, Call Advertising Products; Marchex |
What’s on the Horizon with Mobile Payments: How All the Pieces Come Together
Moderator: Mickey Khan: Editor-in-Chief; Mobile Marketer & Mobile Commerce Daily Panelists: Doug Busk: Mobile Brand Strategy - Global Connections; The Coca-Cola Company Jay Emmet: General Manager; OpenMarket Chris Wuhrer: Vice President of Global Innovations; First Data David Youker: Senior Director, Mobile Commerce for America; Sybase 365 |
| 2:40-3:00 | Networking & Coffee Break |
| 3:00-3:20 |
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. In this discussion Doug explains exactly how The Coca-Cola Company obtains global reach and local relevance for consumer engagement. He will explain the capabilities they developed and how The Coca-Cola Company approaches the challenges and opportunities of embracing mobile marketing. Doug Busk: Mobile Brand Strategy - Global Connections; The Coca-Cola Company |
| 3:20-3:40 | Fireside Chat: Reviewing How Molson Coors Canada is Building Relationships and Engaging Consumers with Mobile Michael Carter: President Mobile; Olson Paul Lipson: Director of Digital Marketing; Molson Coors Canada |
| 3:40-4:10 |
Panel: Generating Retail Foot Traffic and Sales Through Integrated Multi-year Strategies
Mobile has changed the face of traditional retail and commerce forever. Consumers are using their mobile devices to not just buy goods and services but to find stores, contact businesses and make informed decisions prior to making a purchase at traditional point-of-sale. In order to optimize consumer engagement in retail a 360 degree view of the retail experience is needed. In this session you’ll learn how big box retailers, leading consumer goods manufactures and their agencies create this experience for optimal consumer engagement. Moderator: Jon Beber: Director of Business Development; BilltoMobile Panelists: Jennifer Hatherley: Vice President Mobile Marketing and Digital Innovation; Beeline Group Margita Labhard: Strategy and Business Development, New Business Customer Solutions Group; Best Buy, Inc. Jack Philbin: Co-Founder & President, Vibes Media Karen Stermitz: Shopper Marketing Innovation Manager; Hewlett-Packard Company |
| 4:10-4:40 | The NHL's Use of Mobile to Run Content, Offers, and Drive Traffic to Games has Proved Beyond Doubt that it Gets The Medium In this session Chris will review the HHLs 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 |
| 4:40-5:00 |
Global Insights on Consumer and Business Mobile Adoption and Readiness
In 2011 Google in partnership with the MMA, 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 for the first time the global findings from both studies and provide tools for mining and access the results of each study. Owen Charlebois: Global Manager, Advertising, Marketing and Media Research; Google |
| 5:00-5:30 |
Closing Remarks
Michael Becker: Managing Director, North America; Mobile Marketing Association |
| 5:30-7:30 |
Cocktail Reception Sponsored by:  |
MMA Forum DAY 2
June 17, 2011
| 8:00 |
Registration Opens
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| 9:00-9:05 |
Master of Ceremonies
Laurie Blum: VP of Media and Mobile; Carlson Marketing Worldwide |
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9:05-9:35
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Creating Assets and Access in the Intention Economy
Mobile communications do not have to be a tactical endeavor, it can be a deep strategic one enabling companies to run leaner, to reach audiences in new and novel ways, to redefine a company organizationally, and create new markets with new revenues. In ‘creating assets and access in the intention economy’ Alan Moore will show how mobile communications plays the key role in this rapidly evolving story Alan Moore: Founder; SMLXL |
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9:35-10:05
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Creating a Mobile Show Stopper: How Brands Deliver Mobile Web and Apps that Drive Customer Engagement
Citysearch, CNN and eBay share insights on creating, designing, operating and evolving a high-impact mobile web experience for consumer engagement and how the effort requires more than just mirroring a brand’s website. How do you tune the mobile web to be exactly that - mobile? How do you use phone-specific features such as GPS to make your brand or service contextually relevant? What elements make a mobile site deliver an app-like experience? Learn the answers to these and more. Moderator: Ted Verani: Vice President of Sales and Marketing; Trilibis Mobile Panelists: JP Bedoya: Director of Products; Citysearch Craig Kirkland: Director of Mobile Products; CNN Deepak Thomas: General Manager; eBay Classifieds |
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10:05-10:35
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Mobile Technology and the Live Music Experience Technology has changed the live music experience, and created new opportunities for artists, promoters, brands and fans. The experience is no longer exclusive to concert halls or amphitheaters, but extends to multiple touch points before, during and after shows. Tools like mobile apps and social networking sites, coupled with VIP events and experiences, encourage more interaction and enhanced live music experiences for fans. This session will explore all the ways new media and technology are being harnessed to better connect fans, brands and bands around live events. Russell Wallach: President; Live Nation |
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10:35-10:55
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The New Landscape: How Permission Powers Brand Engagement Trust, loyalty and value exchange are keys to building long term relationships between people and brands they care about. This presentation discusses how marketers can use different levels of permission and preferences to create engaged and responsive audiences and how to move beyond impressions to drive effective ROI for brands. Thomas Labarthe: Vice President of Mobile Advertising; Alcatel-Lucent |
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10:55 -11:25
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Networking & Coffee Break |
| 11:25-11:40 | How to Boost Sales via Mobile Mobile is global, mobile is local. In this session you’ll learn how Turkcell , the leading mobile operator in Turkiye with a multi-national footprint, has launched and supported award winning mobile marketing programs that engage consumers and boost sales. Elvin Altun: Mobile Marketing Director; Turkcell and MMA, Turkiye Co-chair |
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11:40-12:10
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Panel: Engaging Consumers with the Mobile Operator – Opportunities and Strategies for Engagement
The mobile carrier is at the heart of the consumer’s mobile experience. In this session you’ll hear from leaders of the four major United States mobile operators and their vision of the future of this experience, including new models of advertising, commerce and permission-based engagement. Moderator: Kate Kingberger: CTIA - The Wireless Association Panelists: Fredrik Hallberg: Managing Director; GfK Network Intelligence Solution Joseph Kearney: Associate Director, New Market Development; Verizon Wireless Michael Niemann: Senior Manager - Mobile Advertising; T-Mobile Ellen Roberson: Director, Mobile Marketing and Interactive Media; AT&T Mark Yarkosky: Director, Product Development – Wireless Services; Sprint |
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12:10-12:30
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Panel: Mobile with Local Television – The Audience is There, Are You? |
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12:30-12:50
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Forget Everything You Know About Mobile Marketing: How to Make it Work and to Craft the Best Model with Mobile Agencies
If you are to efficiently engage consumers through mobile marketing, you must dare to mistrust your Web education. Forget about Apple and drive robust mobile strategies that mingle with your digital strategy. Find out the best process to allocate budgets for mobile in terms of marketing, technology and agencies - more spending will shift from online to mobile this year. Alexandre Mars: Chief Executive Officer; Phonevalley and Head of Mobile; Publicis Groupe |
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12:50-1:25
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The Pitch: Five Companies Faceoff to Show How Their Innovation and Value Proposition is Unique
This session is different than any other session you’ll attend. It is sales pitch! Some things can’t be explained in written words, you need to see it and hear it. No amount of brochures or signage can replace the moment when someone sees your solution JUST WORK. That's what The Pitch is for. Five companies are sponsoring The Pitch so that they can have the opportunity to convince the audience that they have something really different, really new and special to show off. At the end, the audience will vote for their favorite pitch. The winning company will receive a plaque and the honor of winning The Pitch: MMA Forum New York 2011. Faciitator: Dorrian Porter: Chief Executive Officer; Mozes Inc.  “You've built it, but will they come?" Mike Vann: VP Business Development  “Connect to customers in a tap-and-go world” Fang Cheng, Co-founder and CEO  “Say Good-bye to Impressions, Say Hello to Driving Customers” David Schlink: National Account Executive  "Instant targeted smart phone insights. The Right Audience. Right Now." Dean Wiltse: Founder  “Velti's 5ML: HTML5-powered content for rich media ads, web apps and more.” Trevor Hamilton, Director, Mobile Solutions, Brands & Agencies |
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1:25-2:20
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Networking & Lunch Break Sponsored by: Vibes Media  |
| 2:20-3:20 |
TRACK 1: Engaging Consumers In Traditional Media: In Venue, Print, Television and Out of Home Media |
TRACK 2: Leveraging Consumer Insights from Data & Research for Actionable Results Sponsored By:  Master of Ceremonies: Julia Roland: Vice President; Synovate |
| 2:20-2:40 | Sports Meets Mobile - How the Cleveland Cavaliers are Engaging Consumers in Live Venue and Beyond Embracing the fourth screen - today’s sports fans are able to choose how and when they want to communicate with their favorite teams. What makes some organizations better than others at communicating and engaging with the fans and how does technology play a role in sports fan marketing and monetization? Ben Davis: Chief Executive Officer; Phizzle Jeff Ryznar: Director of Strategic Marketing; Cleveland Cavaliers |
Mobile Measurement & Analytics – a Business Intelligence & eCRM Imperative Consumer adoption of mobile, the proliferation of smartphones and tablets are driving explosive growth in mobile marketing. Analytics should play a crucial role in the development of coherent mobile strategies and prioritization of marketing spend in the same manner as they do with www, search, email, social and display. Learn how some of the leading mobile practitioners are harnessing the power of mobile analytics to evolve their mobile programs, refine their user experiences and inform their eCRM efforts. Michael Ricci: Vice President, Mobile, Webtrends Inc. |
| 2:40-3:00 | The Future of Print: Mobile Bridging Offline and Online Consumer Print is not dead. New technologies such as QR codes, image recognition and digital watermarking are transforming the static printed page into a web browser. In this session, you’ll hear how companies like mywardrobe.com, Sony Music, and musician Jay-Z are engaging consumers in new ways from print using their mobile phones. Adrian Fleming: CEO / Chairman at Davies Fleming, Digital Space (UK) Jeri Owen: Vice President of Marketing; Digimarc |
360-Degree View: What we can Learn from Mobile Consumer Behavior Consumer panels in North America confirm that marketers need to re-adjust their strategies to get the consumer's attention. This session discusses the empirical results, and their implications, regarding the correlations between native app versus mobile web; and device types versus demographics. The findings shared include the first ever published results on iPhone apps usage based on on-device metering. Jesse Haines: Head of Marketing, Mobile Ads; Google Hannu Verkasalo: Chief Executive Officer; Zokem Ltd. |
| 3:00-3:20 | Reaching all Audiences: PepsiCo Details Successes with Multi-cultural Mobile Marketing Programs The Urban and Multicultural consumer continues to over-index in mobile consumption across the board, and outpace the general market in usage patterns. Nearly two-thirds of African American and Latinos are wireless internet users, and American consumers of color are significantly more likely to own a cell phone than their general market counterparts. Additionally, multicultural cell phone owners take advantage of a much wider array of their phones’ data functions compared to general market cell phone owners. This session will discuss the Urban and Multicultural psychographics and cultural codes that go into the insights, strategy, development, and execution of successful multicultural mobile campaigns Introduction by: Troy Brown: President; one50one, LLC |
Leveraging Data to Create Integrated Insights for Rational Business Decision Making Moderator: Julia Roland: Vice President; Synovate Ray Pun: Senior Product Marketing Manager, Mobile; Adobe Omniture Business Unit Joel Rubinson: President; Rubinson Partners Inc. Tony Vlismas: Senior Director, Ad Operations; Motricity |
| 3:20 -3:40 | Networking & Coffee Break |
| 3:40-4:00 |
The Changing Face of Healthcare: How Everyday Consumers are Managing Health via Mobile
Moderator: Brad Vettese: Executive Vice President, Managing Director; IPSH! Panelists: Patrick Collins: Chief Executive Officer; 5thFinger Richy Glassberg: Chief Operating Officer; MedHelp John Styers: Vice President, Corporate Strategy & Industry Relations; 3Cinteractive |
| 4:00-4:30 |
Privacy, Permissions & Preferences: Considerations for Consumer Information & Data Management |
| 4:30-5:00 | What’s Needed to Create the Chief Mobile Officer? How does the brand or retailer start integrating mobile internally across their existing departments? Who is the CMO (chief mobile officer)? Which department is best to champion mobile? How can the brand/retailer fluidly work with store operations, web, brand managers, agency etc. to create a productive channel that adds value to the existing store DNA? This panel will look to answers these questions and will provide actionable insights for integrating mobile as an indispensible part of your marketing mix. Moderator: Gary Schwartz: Chief Executive Officer; Impact Mobile Panelists: Philippe Browning: Vice President; CBS Mobile Joe Lalley: Vice President Digital Products for Global Digital Media; MTV Networks Gautam Lohia: EVP. Emerging Technology; Blast Radius Jessica Rotnicki: Ecommerce North America; Estee Lauder Companies |
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5:00
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Closing Remarks Michael Becker: Managing Director, North America; Mobile Marketing Association |
| 5:00-7:00 | Closing Cocktail Reception Sponsored by: .png){kind=small} |