- Sectors
- Formats
Mobile Advertising & Marketing
Exploring the new revenue stream's potential for the entire value chain
16-17 January 2007, Millenium Hotel, Paris Opera, France
Conference Agenda
Mobile Marketing & Advertising - Day 1: 16th January
Coffee and Registration
08:30
Speed Networking: A chance to get to know your peers before the start of the conference
Chairman's Welcome
09:15
- Mike Kent, General Manager for EMEA, JumpTap
Keynotes
Coca-Cola Case Study: Delivering your brand message to the palm of your consumers hand
09:30
INDUSTRY FORUM
- What are the benefits to brands when advertising on mobile?
- What is key for a successful advertising campaign on mobile
- How far can brands target their consumers on mobile?
- The role of advertising in the acceleration of on- and off-portal mobile content
- The consumers' acceptance of mobile advertising
- Olivier Le Garlantezec, E-Marketing Manager, Coca-Cola
- Marc-Henri Magdelenat, Associate Director, ScreenTonic BRAND
The Peugeot 207: Taking advantage of the Mobiles features for their biggest ever car launch
10:00
BRAND
- Which factors convinced Peugeot to advertise through mobile?
- The processes required from initial decision to campaign roll-out
- Feedback from stakeholders: the public, employees, the industry and media
- What are the signs that mobile will be a major channel in the near future?
- Kristian Cholmondeley, Digital Executive, Peugeot
- Jon Carney, Joint MD, Marvellous Mobile BRAND
Clarifying the Value Chain and Business Models
Who comprises the mobile advertising and marketing value chain and what are their roles?
10:30
OPERATOR
- Operators, solution providers, ad agencies, media buyers: Who are the most important players in the value chain?
- Smashing the traditional business model: Who'll be top of the food-chain?
- The role played by operators: How can they add value?
- How is revenue being shared amongst the value chain and how is that likely to evolve?
- Marc Montaldier, Head of Mobile Marketing, Orange France & President of MMA France
Driving industry collaboration to accelerate speed to market
11:00
- How can advertisers increase economies of scale to further mobile's profitability?
- Building sustainability through hard work and creating quality campaigns through collaboration by ad agencies, buying agencies, solution providers and advertisers
- Sharing information amongst the value chain to build benchmarks and reduce the focus on specific campaigns
- Exciting ad agencies to motivate them to play an active role
- Neil Hughston, Managing Director, Saatchi & Saatchi Interactive
Networking Break & Refreshments
11:30
Understanding operator involvement: What is the operator's role in mobile marketing and advertising?
12:00
OPERATOR
- How can the operator be actively involved in the marketing and advertising process?
- What value can operators add for brands and agencies?
- Using advertising to the operator's advantage: Creating customer loyalty and retention
- Operators and mobile marketing and advertising: What is the foreseeable future?
- John Styers, General Manager: Mobile Media Network, Sprint
- Dave Barker, MD Europe, Enpocket
Threats to the status quo posed by alternative business models
12:40
BRAND
- Multiple operator networks and multiple advertising agreements: simplifying mass-marketing and advertising for advertisers
- Is the off-portal business model another means for brands to reach their target market?
- Will increasing numbers of brands going off-portal reduce operator power?
- Can becoming an MVNO be another means of communicating your brand?
- Tim Faircliff, General Manager of Consumer Media Business in the UK and EMEA, Reuters
- Tom Burgess, CEO, Third Screen Media
Lunch
13:00
Clarifying relationships in the value chain for industry advancement
14:10
PANEL DISCUSSION
Moderated by Bena Roberts, BKI Media
- To what extent is the industry being restrained by uncertainty surrounding the value chain?
- For whom is mobile marketing and advertising a golden opportunity? Are there any surprise losers?
- Which business models are most likely to prevail?
- Who needs to collaborate and what should the next steps be?
- Melis Turkmen, VAS Management Content Services & Partnering Mobile Marketing, TURKCELL
- Antti Ohrling, Co-Founder, Blyk
- Chris Gorell-Barnes, CEO, BrandHand
- Dave Barker, MD Europe, Enpocket
- John Styers, General Manager, Mobile Media Network, Sprint
- Stefan Van Dyck, Business Development, Proximus
- Laura Marriott, Executive Director, Mobile Marketing Association
Educating Stakeholders to Establish the Industry
Educating the advertising industry to the potential of mobile marketing and advertising
14:55
PANEL DISCUSSION
Moderated by David Murphy, Editor, Mobile Marketing Magazine
- Creative ad agencies, media buying agencies, brands and consumers: Who will be hardest to convince?
- Where does a brand go when it wants to start out in mobile marketing and advertising?
- How can players find out how to integrate mobile marketing with other channels?
- Who should a brand work with from various groups in the industry?
- Mixing technology with creativity: Are groups within the industry collaborating sufficiently to maximise mobile's potential?
- How can direct response SMS raise media buying agencies' bargaining power?
- Using traditional media to encourage consumers to interact with brands through their mobiles
- Marc Montaldier, Head of Mobile Marketing, Orange France & President of MMA France
- Peter Northing, Director of Content Products, 3
- Supratim Biswas, Vice President - Product Management & Technology, Infospace
- Alexandre Mars, CEO, Phonevalley
- Kristian Cholmondeley, Digital Executive, Peugeot
- Jon Carney, Joint MD, Marvellous Mobile
Is mobile just an element within digital campaigns or does it have the strength to stand alone?
15:40
- How much emphasis should there be on digital marketing within a whole advertising and marketing campaign?
- Where does mobile fall into digital marketing? How much emphasis is purely on mobile?
- Should mobile be included within digital marketing, or should it be a stand alone method?
- Comparisons of web and mobile marketing: which has a greater niche/relevancy?
- Mark Boyd, Director of Content, BBH
Audience Discussion
16:10
Is it wise to group new media as 'Digital Departments' or does this oversimplify contrasting media?
- Led by:Mark Boyd, Director of Content, BBH
Networking Break & Refreshments
16:25
Experimenting with Mobile Marketing: Challenges and Opportunities
16:55
OPERATOR
- Mobile marketing challenges facing operators
- The opportunities provided by mobile marketing
- Examining mobile marketing case studies
- What is the potential of mobile marketing and what are the predictions for the future?
- Melis Turkmen, VAS Management Content Services & Partnering Mobile Marketing, TURKCELL
Advertising Relevantly
Providing consumers with relevant content they appreciate
17:25
OPERATOR
- How enthusiastic are consumers to receive communications with brands on their personal handsets?
- At what levels should research be undertaken before creating a mobile campaign?
- How important is it to provide consumers with high quality content and what guarantees success?
- Is creating a viral campaign the ultimate goal? Which other campaigns are desirable?
- Peter Northing, Director of Content Products, 3
Respecting how personal the device is and developing campaigns accordingly
17:55
- Mobile campaigns must add value for the consumer: How can this be achieved?
- Learning from the Internet and avoiding banners and unsophisticated spamming
- What should be taken into consideration before recommending mobile as part of the marketing mix for any campaign?
- Building two-way communications or increasing brand-awareness: Which is mobile most suited for?
- Jonathan Bass, Managing Director, Incentivated
Networking Drinks
18:30
Mobile Marketing & Advertising - Day 2: 17th January
Ad-Funded Mobile Entertainment
Coffee and Registration
08:30
Speed Networking: A chance to get to know your peers before the start of the conference
Chairman's welcome
08:55
- Patrick Parodi, Chairman, MEF
Keynote
09:00
- Antti Ohrling, Co-Founder, Blyk
Mobile TV
Mobile TV: Integrating advertising into content
09:30
PANEL DISCUSSION
- Which models have been experimented with to what varying degrees of success?
- Banning Banners: Is product placement the only solution?
- How will brands running their own channels affect content producers' revenues?
- Will the end result be purely branded channels and shows?
- Ian Mullins, CEO, Yamgo
- Sibley Law, President, Saxon Mills
- Bruce Renny, Marketing Director, ROK
- Bena Roberts, BKI Media
Mobile Gaming
Beyond the male 15-34 stereotype: Targeting niche markets with ad-funded mobile gaming
10:15
- Building a game around a brand: Which markets do games have the potential to reach?
- Will the era of advertising funded games increase the advertisers reach in the targeted market?
- How successful have websites attached to mobile games been? How have advertisers used the information such interactivity has divulged?
- How powerful is voting and short quizzes for building relationships?
- Christopher Kassulke, CEO, HandyGames
Networking Break & Refreshments
10:45
Mobile gaming: The natural home for mobile advertising
11:15
PANEL DISCUSSION
- Why are mobile games so suitable for mobile advertising?
- Reaching the elusive male 15 - 34 group: How much are advertisers prepared to pay?
- Technology savvy generation: Will consumers expect a dividend from the profits?
- How will advertising in games evolve in the near future?
- Ian Mullins, CEO, Yamgo
- Christopher Kassulke, CEO, HandyGames
- Nitzan Yaniv, VP Business Development, Amobee
Mobile Search
The Weather Channel: A case study on how to extend a brand to mobile devices to meet both users and advertisers' needs
12:00
- The Weather Channel mobile story
- Mobile versus web advertising: Differences and similarities
- Mobile advertising: What next?
- Pascal Racheneur, Director - International,, The Weather Channel Interactive, Inc
Mobile Communities
Interactivity in Mobile Communities: The means to building two-way, strong relationships
12:30
- What are the features of communities and mobile social networking which provide perfect advertising conditions?
- To what extent can specific markets be targeted and messages personalised?
- Consumer response to community advertising so far
- How could advertising be further developed to improve the success of campaigns and the entire community experience?
- Samir Addamine, Co-Founder, Head Business Development and Marketing, CLICMOBILE
- Anthony de Anfrasio, Co-Founder, Head of Communicative Strategy, SWITCHMOD
Lunch
13:00
Mobile Marketing & Advertising via SMS & MMS
SMS as a measuring tool for media buying agencies and advertisers
14:00
BRAND
- The variety of uses of SMS for marketing and advertising campaigns
- The current and potential uses of SMS short codes
- Advertisement time and location: To what extent can short codes be traced?
- How can consumer SMS interactivity communicate to an agency the visibility of a campaign?
- How could this measuring tool affect media buying agencies and their pricing strategies?
- Sharon Davidson, Direct Marketing Director, Legal & General
- Paul Berney, Managing Director, Response Mobile
How does the cost and quality of messaging affect the mobile marketing and advertising industry?
14:30
PANEL DISCUSSION
- How would improvements in the reliability of MMS spur the mobile marketing and advertising industry?
- Should operators reduce charges for SMS and premium-MMS to drive the industry and increase usage?
- Would toll-free SMS numbers increase effectiveness of campaigns or simply increase the likelihood of individuals sending mass texts?
- The Holy Grail: Is there a recipe to create viral campaigns through MMS?
- Russell Buckley, Director of European Operations, AdMob
- Tom Burgess, CEO, Third Screen Media
- Supratim Biswas, Senior Director, Customer Solutions, InfoSpace
- Ujjal Kohli, CEO, Rhythm NewMedia
Comparing SMS and MMS: To what extent are these tools encouraging creative agencies?
15:15
- Would consumers interact more with campaigns if they had access to toll-free messaging?
- Why can the reliability of 160 characters not compare with the sights and sounds of MMS for creative marketers?
- How can advertisers be trained to create content for small screens and 5 second clips?
- Pricing models: Is the industry systematically under-charging for mobile campaigns? Are creative agencies discouraged by low returns?
- Alex Meisl, CEO & Co-Founder, Sponge
Networking Break & Refreshments
15:45
Improving Mobile Marketing through Technological Innovations
Mobile Advertising: Gaining advantage through technology
16:00
- Current mobile advertising and marketing technology: An overview
- Is technology currently restraining the mobile advertising and marketing industry?
- Providing a seamless experience for the consumer: Are we nearly there?
- Predictions for the future: Advances we will see in technology in the coming decade
- Supratim Biswas, Vice President - Product Management & Technology, InfoSpace
Increasing loyalty and attracting new custom: Mobile coupons' role in mobile marketing
16:30
- How can Mobile coupons encourgae customer loyalty
- Rewarding, sending alerts, collecting points: Where have mobile coupons been used to effect so far?
- How will the rollout of accompanying technology in shops and service centres affect the uptake of the mobile coupon concept?
- What is the value chain and who stands to profit from the industry?
- Cedric Nicolas, Handset Design and Development Director, Bouygues Telecom
- Cedric Mangaud, CEO, Abaxia
An audience trial and discussion: See what you think of mobile marketing!
17:00
- Pamir Gelenbe, Director Corporate Development and Co-founder, Flytxt
Implications of WAP reliability for sophisticated advertising
17:30
- Why are consumers not using WAP despite the majority of handsets being enabled with the feature?
- Does WAP connection require improvements before it can reliably be used to transmit brands' messages to the quality they demand?
- How can consumers be educated to enter WAP sites for advertising purposes when attempts so far have been disappointing?
- Could ad-funded entertainment be the application which will stimulate consumers to access WAP and finally utilise 3G?
- Russell Buckley, Director of European Operations, AdMob
Chairman's Closing Remarks and End of Conference
18:00
