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Download the Forum Brochure Here
Pre-conference Workshops – 3 May, 2011
Workshop 1: Mobile Marketing Workshop: Global Truths of Mobile Marketing: Essentials for Successful Consumer Engagement
Workshop 2: Advertising, Analytics and App Stores: How to Drive New Revenues through the Mobile Marketing Ecosystem
Workshop 3: Social Mobile Commerce: Best Practices in Integrating Social and Mobile to Drive Revenue
Day 1 MMA Forum – 4 May, 2011
| 8:00 | Registration Opens |
| 9:00 - 9:05 | Master of Ceremonies Michael Becker: Managing Director, North America; Mobile Marketing Association |
| 9:05 - 9:15 | Welcome from the Mobile Marketing Association: Consumers are Mobile; Are You? Greg Stuart: Global Chief Executive Officer; Mobile Marketing Association |
| 9:15 - 9:35 | Keynote: The New Rules of Engagement with Digital and Mobile Consumers The climate has changed for brands – how is Unilever responding to the changing consumer and marketing landscape? Rahul shares Unilever’s new rules of engagement and how this is shaping their media choices. Rahul Welde: Vice President - Media, Asia, Africa, Middle East and Turkey; Unilever |
| 9:35 - 9:55 | Keynote: Mobile Advertising – A View of the World Insights into the world of mobile advertising and marketing, case studies and real services which are making mobile the medium to reckon with and be truly called the 7th Mass Medium. Tomi Ahonen: Author, Speaker and Consultant |
| 9:55 - 10:15 | Keynote: The Consumer Perspective on Mobile Advertising and its Impact on mCommerce This presentation will look at the data to understand the consumer and their usage, habits and sentiment around mobile advertising and its impact on mCommerce. What is the dynamic nature of the changing landscape of the digital world and how do consumers alter their purchasing behavior due to the introduction of commerce, and understanding how this all links to mobile advertising? Naveen Tewari: Founder & Chief Executive Officer; InMobi |
| 10:15 - 10:35 | Presentation: Surprise is Half the Battle! Creating Mobile Experiences Your Consumers Will Never Forget There is far more you can do with mobile marketing than text & win promotions, display banners and mobile sites. Inject mystery and surprise in your mobile campaign and see what develops. Andrew Knott: Chief Digital Officer; Euro RSCG |
| 10:35 - 10:45 | Award-winning Case Study: Global Winner of the MMA Global Awards 2010 for “Best Use of Branding” Sports Sponsorship Goes Mobile Anuj Kumar: Executive Director; Affle |
| 10:45 - 11:20 | Networking & Coffee Break Sponsored by: Navteq |
| 11:20 - 11:30 | Award-winning Case Study: APAC Winner of the MMA Global Awards 2010 for “Best Use of Relationship Building ” MTR Mobile Application and Mobile Augmented Reality Jason Chiu: Chief Executive Officer, Cherrypicks |
| 11:30 - 11:50 | Keynote: Mobile Advertising as a Key Platform for Balancing Two Key Advertiser Needs The two key advertiser needs are creating a connection and reaching out to large consumer bases. Marico (a leading FMCG company) places an argument for the potential of the medium & how brands can grow with it. Aditya shares the need to dig for insights, build customized communication packages for the moblie platform and agree on metrics that deliver results on both equity and business. Aditya Save: Head Media; Marico India Limited |
| 11:50 - 12:10 | Keynote: 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. Avtansh Sharma: Alcatel-Lucent |
| 12:10 - 12:40 | Panel: A Brand’s View on the Potential of Mobile Advertising and Marketing The panelists will be discussing whether brands should lead the way in investing in the mobile and if the brands should be investing more in mobile advertising and marketing to help build the industry, which they will benefit from in the long run. What are the potential challenges and ecosystem changes / development they expect to be managed by the industry for brands to fully utilize the potential of mobile as truly an engagement medium for all the traditional marketing mediums? Moderator: Tomi Ahonen: Author, Speaker and Consultant Panelists: Victor Fernandez-Lahore: Unilever Danilo J Mojica II: Director, Head Wireless consumer Division; Smart Communications Inc Aditya Save: Head Media; Marico India Limited |
| 12:40 - 12:50 | Award-winning Case Study: APAC Winner of the MMA Global Awards 2010 for “Best Use of Cross Media Integration” Pepsi Music Revolutionary on Mobile Joshua Maa: Founder and Chief Executive Officer; Madhouse |
| 12:50 - 14:20 | Networking & Lunch Break |
| 14:20 - 15:50 | TRACK 1: Engagement – Mobile Social Media Master of Ceremonies: Dilip Mistry: Head Mobile Advertising -Asia Pacific; Microsoft Advertising |
TRACK 2: Insights –Consumer, Metrics and Privacy Master of Ceremonies: Michael Becker: Managing Director, North America; Mobile Marketing Association |
| 14:20 - 14:40 | Presentation: Successful Use of Mobile as an Integral Part of Consumer Engagement and Social Media An outside-in view of a brand’s use of mobile as an innovative and interactive consumer experience making it personal, easy and always available. The presentation talks about how banking is embracing mobile to engage users in new scenarios. Aman Narain: Global Head of Remote Banking (Online & Mobile); Standard Chartered Consumer Bank |
Monitoring the Consumer Transactional Itinerary with Mobile User Metrics The mobile advertising and commerce space is raved with many new reports of high growth forecast. How will this affect your market and you? GfK will present some actual mobile user metrics and give everyone a deeper insight in this area, as well as the drivers needed for growth and success. Fredrik Hallberg: Managing Director; GfK, NIS |
| 14:00 - 15:00 | Presentation: Mobile Advertising & the Opportunities to Engage Consumers with Social Media on Mobile Rogier shares experiences and learnings on the success of social media on mobile and the growth opportunities all over the world. How do consumers engage with their mobiles – how and when do they use their mobiles and what are the consumers are interested in? Rogier van den Heuvel: CCO; eBuddy |
Presentation: 360-degree View on Consumer Behavior On-device consumer panels in the Asia-Pacific region confirm that marketers need to re-adjust their strategies and thinking regarding how to get the consumer's attention. The session discusses the empirical results regarding the correlations between apps and web face time, and device types and demographics, highlighting that 360-degree analytics on consumer behavior provide actionable insights for mobile marketers. Hannu Verkasalo: Chief Executive Officer; Zokem |
| 15:00 - 15:20 | Presentation: Mobile Marketing – Consumer Centric Engagement Successful mobile marketing requires a delicate balance between meeting existing consumer needs and creating demand for novel expectations. This session provides consumer strategies in key Asian markets to help address the central role of consumer engagement and empowerment. Madanmohan Rao: Author, Co- Editor; Asia Unplugged: The Wireless and Mobile Media Boom |
Delivering the Right Message: Context and Relevance Insights on the value provided to brands and consumers by delivering advertising through location and behaviorally targeted mobile adverting and marketing. Jeff also shares mobile media buying strategies and tactics that help establish the right measurements of success with the medium Jeff Tennery: Senior Vice President, Publisher Services; Millennial Media |
| 15:20 - 15:50 | Social Media Panel: Mobile is Critical to Social Media, but is it Vice-versa? Is it important to integrate mobile into your media mix to best leverage the potential of social. The discussion will include what type of customer engagement is possible through mobile that isn’t possible through other marketing channels. Can mobile social networks be leveraged to build loyalty, raise awareness among key influencers, and drive revenue and opportunity to have an ongoing and relevant dialogue with your customers to keep them coming back? Moderator: Andrew Knott: Chief Digital Officer; Euro RSCG Panelists: Michael DeSouza: VP Media; Buzz City Ian McKee: CEO; Vocanic Pte Ltd. Vinod Thadani: Regional Mobile Director - India & South Asia; GroupM Robert Woolfrey: Director , Brand Advertising, SEA InMobi |
Panel: Carrier and User Data – Refining the Most Precious Commodity of the Digital Age As mobile internet traffic grows exponentially, so too does the mobile subscriber data associated with it and the potential to realize significant commercial benefits from extracting and refining this data. Carriers, being the gatekeepers of these vast reservoirs of subscriber interactions and communications, have an incredible opportunity, and can help facilitate insights into the real-time behaviours and intentions of subscribers with the wider ecosystem. Moderator: Rachel Ooi: Regional Head, Convergent & Mobile Advertising, Asia Pacific, Middle-East & Africa; Ericsson AB Panelists: Christian Goswami: Director Product Management; Openwave Systems Fredrik Hallberg: Managing Director; GfK NIS Anne Meilhac: Business Development, Europe & Asia; Gemalto Jeff Tennery: Senior Vice President, Publisher Services; Millennial Media |
| 15:50 - 16:20 | Networking & Coffee Break Sponsored by: Navteq |
| 16:20 - 18:00 | TRACK 3: Engagement – Multi Channel Approach Master of Ceremonies: Dillip Mistry: Head Mobile Advertising -Asia Pacific; Microsoft Advertising |
TRACK 4: Global View on Mobile Marketing Master of Ceremonies: Sonya Madeira Stamp: Managing Partner; Rice Communications |
| 16:20 - 16:40 | Presentation: Engaging with the "Next Billion"Consumers In emerging economies 700 million people willjoin the middle class and trillions of dollars of new discretionary income will be earned and spent. It is imperative that global brands capitalize and engage with their "next billion" consumers. Case studies outlining how global brands have started to engage these consumers will be shared. Chris Hobson: Chief Operating Officer; Txteagle |
Presentation: China’s Mobile Marketing Landscape Presentation on China’s mobile marketing trends and consumer centric engagement plans using mobile as the medium. How is mobile playing an integrated part of the marketing mix to help with reach in the cross-media scenarios? Joshua Maa: Founder and Chief Executive Officer; Madhouse |
| 16:40 - 17:00 | Presentation: Applications-the New Frontier for Mobile Advertisement Dollars This presentation will focus on tools designed for brands to easily get their app & brand onto consumer’s handsets. How can brands leverage their web traffic to go mobile? How can you promote your cross platform apps without diluting your marketing message? How do you target consumers who are using multiple different types of handsets and operating systems? Patrick Mork: Chief Marketing Officer; Getjar |
Presentation: How U.S. Brands Are Mobilizing Their Marketing Efforts This presentation will feature case studies on leading mobile marketing campaigns in the USA that leverage mobile as the cornerstone to their overall marketing campaigns. Michael Becker: Managing Director, North America; Mobile Marketing Association |
| 17:00 - 17:20 | Presentation: How Location Makes the Difference in Mobile Advertising Maximizing relevance has become a mantra for forward-thinking brands and their agencies. But how can mobile really compete with the data and tracking of online to achieve relevance, engagement and better ROI? Sandy will explain how location can add new layers of context to consumer behavior, resulting in ad targeting that drives deeper, more immediate engagement and action from consumers. Ogl Redzic: Vice President, Sales & Business Development, APAC; Navteq Media |
Presentation: Mobile Marketing Success Factors in 360 degrees from Turkey This session is dedicated to share Mobile Marketing Campaign and Advertising cases from local and global brands in order to understand the success factors of an effective mobile marketing usage with cross media integration from advertiser and agency point of view. Firat Ertem: Head of Mobile Marketing; Rabarba |
| 17:20 - 17:40 | Presentation: Conversations to Conversions A presentation on the potential of e-Commerce in the social media and mobile age. The session will cover learnings from the US market and their application in the Asia Pacific region, the online and mobile behaviour of consumers in the region and insights on how e-Commerce will progress in the market with the highest internet usage in the world. Darren Fifield: Managing Director, Asia-Pacific; e-Dialog Inc |
Presentation: Mobile Marketing and its Success in Indonesia Case studies of successful mobile marketing in the fastest growing mobile internet market. Shinta W. Dhanuwardoyo: Chief Executive Officer; Bubu.com |
| 17:40 - 18:00 | Presentation: It’s In The Game - Effective Marketing Through Mobile Interactive Entertainment This session will share the astounding size and opportunity of mobile game marketing. Learn more about demographics and psychographics of mobile gamers and learn from marketer case studies. The session includes an engaging ‘under the hood’ peek at the evolution of mobile content and the breadth of possibilities of marketing integrations. Vishal Gondal: Founder & Chief Executive Officer; India Games |
Presentation: Permission Marketing in an Emerging Market Setting Michael Palacios: Managing Director Philippines; Havoc Digital |
Cocktail Reception
18:00-20:00
Grand Hyatt Gallery
Day 2 MMA Forum – 5 May, 2011
| 8:00 | Registration Opens |
| 9:00 - 9:05 | Master of Ceremonies Tony Poulos: BSS Evangelist, TM Forum and Anchor; The Telecom Channel |
| 9:05 - 9:25 | Keynote: Leveraging Mobile Marketing at The Coca-Cola Company How does Coca-Cola view the potential of mobile marketing, how they are approaching it globally and where does it fit in their marketing mix? This session will share views on the role that mobile plays in connecting and engaging with millions of Coca-Cola customers around the world. Gavin Mehrotra: Director International Media; The Cola-Cola Company |
| 9:25 - 9:45 | Keynote: Consumer Centric Engagement - Past, Present and Future The future of mobile is already here. Blending learnings from the past with current innovations from around the world gives us an amazing opportunity. Mobile is ready for primetime and we have the opportunity to reinvent how brands engage with their customers. Joseph O'Konek: Chief Executive Officer; CSL Limited |
| 9:45 - 10:05 | Keynote: The Cornerstone to Mobile Engagement - A Successful Mobile Marketing Campaign Mobile or devices such as tablets are considered as the key element to give the consumer seamless experience in the brand marketing and are crucial to connecting people and brands. Sun Young showcases some of the scenarios in content, cross media platform etc. using mobile as a convergence tool for marketers. SunYoung Lee: CEO; Isobar Korea |
| 10:05 - 10:20 |
Presentation: How to Integrate Mobile Marketing into the Carrier Business |
| 10:20 - 10:30 | Award-winning Case Study: APAC Winner of the MMA Global Awards 2010 for “Best Use of Direct Response” Hong Kong Tourism 720 Marketing Innovations Jason Chiu: Chief Executive Officer; Cherrypicks |
| 10:30 - 11:00 | Networking & Coffee Break Sponsored by: Navteq |
| 11:00 - 11:30 | Panel: The Agency Shout Out An exciting session at the MMA Forum event for agency to compete and demonstrate their unique Point of View on mobile marketing and advertising. The agency representatives will talk about their BIG IDEA on Mobile advertising, Mobile Social Media, Innovation, Reputation and Tomorrow’s media landscape . The Forum attendees will have an opportunity to select the best “shout out” based on Strategy, innovation, USP and very importantly entertainment Moderator: Emmanuel Allix: Founder and Managing Director; Isalis Asia Panelists: Andrew Knott: Chief Digital Officer; Euro RSCG Mark Newton:Media Director, APAC and EMEA; Possible Worldwide Nick Pan: Qais Consulting Pte Ltd Ranganathan Somanathan: CEO-Malaysia; Starcom MediaVest Group |
| 11:30 - 11:50 | Presentation: Insights on the Youth Consumer and Mobile Advertising in India For every youth brand, India is a market not to be ignored. The India youth could be a rebel or a conformist, carefree or ridden with responsibility, free-spirited or rooted in traditional values. To market anything to the Indian youth, who is today spoilt for choice anyway, you need to work very closely with them to understand them. And it’s the same for mobile advertising. Antti Ohrling: Co-founder; BLYK |
| 11:50 - 12:10 |
Presentation: Multiplying the Advertising Effect with Enhanced Sensitive Targeting Power Rachel Ooi: Regional Head, Convergent & Mobile Advertising, Asia Pacific, Middle-East & Africa; Ericsson AB |
| 12:10 - 12:30 | Presentation: Mobile Search & Display: Reaching Consumers at Every stage in the Funnel With the proliferation of smart phones across Asia, the primary way that consumers will come to consume information is on their mobile devices. Given this opportunity, Google will share the latest strategies on how both search and display advertising can work together to significantly influence a brand’s performance from awareness all the way to purchase. Christian Cadeo: Head Mobile for South East Asia; Google |
| 12:30 - 12:50 | Presentation: Engagement and Usage of Mobile Media A telco’s view on monetizing with mobile advertising, keeping in mind what works and doesn’t work in mobile. Heather will share case studies of successful mobile campaigns in the Malaysian marketplace. Heather Wee: Head of New Media: Maxis Communication Berhad |
| 12:50 - 13:00 | Award-winning Case Study: APAC Winner of the MMA Global Awards 2010 for “Best Use of Promotion” The North Face Red Flag Campaign Joseph Tsang: General Manager; Icon mobile |
| 12:55 - 14:00 | Networking & Lunch Break |
| 14:00 - 14:20 | Presentation: Leveraging Mobile in Digital Advertising at Nokia How a major brand (Nokia) has taken advantage of the latest mobile trends to create new marketing outreach programs within their overall digital plans and is exploring the various streams of mobile advertising. The presentation outlines the importance of mobile in their marketing plans by creating high-performance advertising optimized to drive user engagement and conversions. Chris Schaumann: Head of Online Sales & Marketing, Southeast Asia & Pacific; Nokia Pte Ltd |
| 14:20 - 14:40 | Keynote: Accelerating through the Purchase Funnel with Mobile Advertising Join Microsoft for a session on how it is leveraging key consumer insights to inform the product decisions around the next generation of mobile advertising technologies, helping brands reach their target audience and helping their target audience reach them in Asia Pacific, the US and beyond. Dilip Mistry: Head Mobile Advertising -Asia Pacific; Microsoft Advertising |
| 14:40 - 15:30 | The Pitch: 6 Mobile Companies Take 6 Minutes to Faceoff and Sell their Unique Value Position 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. Six startups 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, Singapore 2011. Moderator: Shankar Narayanan: Co-founder & President; Tagit Pte Ltd Participants: Chalkboard Lichi Wu, Director of Business Development Green Post Nigel Hembrow, Business Development Go to Camera Varun Arora, CEO Monterosa Sandra Appelqvist Shownearby Amarpal Singh Quantum Innovations Mohit Sindhwani |
| 15:30 - 16:00 | Networking & Coffee Break Sponsored by: Navteq |
| 16:00 - 16:20 | Keynote: Universal Music Tackles the Mobile Mindset The world's most recognized music brand is embracing mobile with a passion as both broadcast and a publishing platform. It is also key to the marketing efforts for its core digital and traditional businesses. Sandy gives us an insight into how mobile is fast becoming central to the company's plans; delivering new audiences, original content and profit. Sandy Monteiro: President; Universal Music Group International (South East Asia) |
| 16:20 - 16:40 | Presentation: Keys to Creating “Must Have” Mobile Strategies Cut through the hype and discover the secret to creating some of the most pioneering examples of mobile marketing. Join R/GA, one of the world’s leading digital agencies, as they discuss the importance of a clear brand strategy and go behind the scenes of work developed for clients. Case studies will be shared Ronnie Liew: Senior Technical Director; R/GA Singapore |
| 16:40 - 17:10 | Panel: Enabling New Channels - Mobile Beyond Messaging As Fortune 1000 companies jump into mobile for marketing and business solutions, mobile ecosystem players and telco’s talk about what they are doing to enable new services in Asia and the world over and what they’re learning from their counterparts abroad. Moderator: Kerstin Trikalitis: CEO; Out There Media Panelists: Jojit Alcazar: Head Mobile advertising, Smart Telecommunications Aman Narain: Global Head of Remote Banking (Online & Mobile) Standard Chartered Consumer Bank Sinem Soydar: Head Mobile Advertisement Business Unit; Turkcell |
| 17:10 - 17:40 |
Panel: Mobile Advertising and Marketing Potential Antti Ohrling: Co-founder; BLYK |
| 17:40 - 17:45 | Closing Remarks Rohit Dadwal: Managing Director, Asia Pacific; Mobile Marketing Association |