Day 1: 28th June 2006

Day 2: 29th June 2006

Day 1 | Day 2

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9.00 Chair's Opening Remarks

The MMA Code of Conduct

Nick Wiggin

Managing Director,

MMA UK,

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09.20 Open Discussion: What is mobile marketing?

Do not miss this first of a kind summit opening! Led by Nick Wiggin the summit will commence with an open discussion where you will be able to have your say from the outset.

What does mobile marketing mean to you? What effect do the various definitions of mobile marketing have on our mobile campaigns? Does a universally accepted definition of mobile marketing even exist?... Lets create one!

This is the perfect way to kick start 2 exciting days focused on your mobile marketing needs.

Participants: All

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09.50 Mobile Marketing in the US blows past the rest of the world

Attend this session to gain the most up-to-date statistics of how mobile marketing is being deployed in the US

• More than 25% of US brands have toiled in US mobile marketing in 2005, with over 50% planning to take the plunge in 2006 - Find out who the biggest players will be in this market over the next 12 months
  
• Hear 5-6 of the hottest real brand case studies of how McDonald’s, Johnson & Johnson, and Unilever and more have posted extremely successful mobile results

Nihal Mehta,
CEO,
Ipsh!

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10.20 CASE STUDY: Why should brands reward customers using mobile marketing?

• Find out how mobile marketing will improve traditional methods of customer retention and increase loyalty to brands
  
• See how to make qualified increases in customer acquisition via mobile and increase your brand awareness… quickly
  
• Utilise mobile to connect with your consumer
  base... quickly!

Ramesh Kumar,
Business Development Director,
Activemediatech

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10.50 CASE STUDY: The secrets of running successful Mobile Marketing campaigns

You will benefit from a range of case studies and shared detail on how the UK market is developing with relevant market data. Attend this session to hear how the biggest names including Walkers, Coca Cola and many more topical brands market via mobile.

Alex Meisl,
CEO,
Sponge Ltd

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11.20 Coffee Break & Networking

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11.50 The Mobile channel: engaging consumers every step of the way

Hear Incentivated demonstrate the effectiveness and versatility of the channel with examples covering flight information, minicab safety, charity donations, membership and reward programmes, mobile meter readings and more.

Robert Thurner

Commercial Director

Incentivated

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12.20 PANEL: Stay up to date and offer the latest mobile marketing technologies and capabilities to your advertisers

Leading minds from the mobile marketing space will discuss the very latest issues and what’s driving the need for mobile-focused products.

• Technology landscape: What is the current state of mobile marketing solutions? What lessons have been learnt in the past?
  
• Technology exchange: Which technologies are bringing end users the highest returns? How is the mobile being used to deliver marketing messages? What are the tracking and monitoring capabilities of this marketing medium?
  
• Technology forecast: What mobile marketing capabilities will exist tomorrow? How will solution providers stay on top of end user demand to deliver more effective marketing solutions for mobile?

Tim Jemison, CEO, Zoove (formerly Teleractive)
Nihal Mehta, CEO, IPSH!
Ramesh Kumar, Business Development Director, Activemediatech
Mark Hardwick, CEO, Ymogen

Moderator: Nick Wiggin

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13.00 Lunch & Networking

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14.00 CASE STUDY: Delivering results-led mobile marketing with Mercedes - Benz

Attend this session to learn from the most progressive brands. You will see how Mercedes-Benz have deployed a mobile marketing strategy, monitored their campaign and used the results to further customer interactivity – so that you can do the same!

Tony Bean,

Head of Business Development,
Ymogen

Katie Driver

BJK&E

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14.30 Engaging the mobile consumer through richness and relevance

• Enpocket will unveil findings from leading MMS work with Vodafone, Siemens and more
  
• Discover how new technologies can help you ensure that you communicate the right promotion to relevant customers
  
• Find out how to build long-lasting relationships with the consumer and eliminate scattergun mobile marketing to avoid negative brand perception

Jeremy Wright,
Co-founder,
Enpocket

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15.00 CASE STUDY: SHOP SCAN SAVE - Case study of television region pilot with Sainsbury’s

• Hear how TLA’s M BAR GO initiative works and take away the transferable lessons for your business
• Understand the business models involved with marketing via mobile and apply them to your business for a complete mobile marketing strategy
• See the KPI’s set by Sainsbury’s in their campaign to win customers via the mobile channel
• Understand how TLA have worked with brand owners (P&G, Unilever, Masterfood and more) to deliver successful mobile campaigns and hear real results!

Lynette Cowen,
Client Services Director,
The Light Agency

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15.30 LIVE DEMONSTRATION SESSION: Making it happen: the nuts and bolts of mobile direct marketing campaigns

Pamir will create a live mobile direct marketing campaign in front of you - Full participation is required as we delve into real-time mobile marketing.

All phones should definitely be switched ON for this session!

Tim Williams,
VP Operations,
Flytxt

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16.00 Mobile Marketing - A contemporary bridge between consumers & brands

All eyes are looking towards the mobile to see how this contemporary channel can be effectively utilized to benefit the marketing of branded goods and services

• Learn about how today's companies are bridging the divide between brands and consumers from a plethora of international case studies ranging from direct marketing campaigns and consumer interaction applications through to mobile commerce opportunites!

Sachin Gajree
UK Marketing Manager
Netsize Group

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16.30 Coffee Break & Networking

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16.50 Let the customer speak!

Hear from the worlds leading mobile marketing end users deploying your technologies across multiple industries and see where your product is missing potential revenue

• Your customer: Hear leading end users take you through the most important functions of their mobile marketing campaigns
  
• Customer mindshare: Let our panel of brand advertisers tell you what they want, what they have found and how they are using your mobile focused solutions
  
• Emerging industries: Hear users across multiple industries discuss the challenges they face when implementing a full mobile marketing strategy

Peter Birch, Head of Interactive Sales, ITV

Simon Andrews, Founding Partner, Big Picture

David McDonald, Head of Mobile, Filmnight Digital

Moderator: Nick Wiggin

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17.20 CASE STUDY: ITV go interactive

The ITV will be joined by the Mobile Interactive Group to run through a range of products offered.

• Take away real ITV case studies highly
• Fighting the range of creative executions they have in store for future campaigns and hear how to increase creativity in your mobile marketing approach
• See real world results for mobile interactive sponsorships, advertorials and interactive airtime – make your marketing efforts go the extra mile

Peter Birch,
Head of Interactive Sales,
ITV

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17.50 Integrating the Mobile Phone into the Media Mix

YOC will take you through 3 essentials of marketing via mobile for winning strategies to apply in your mobile advertising.

1) Engagement - Interacting with brands over the mobile-phone

2) Creation - Tangible brand experiences between consumer and product with a mobile-phone

3) Relationship - Entering in to a CRM dialogue in a unique and personalised way

Richard Malley, Executive Director, YOC

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18.20 THE OFFICIAL
Mobile Marketing Association (MMA)
NETWORKING RECEPTION

Join your peers to reflect on the first day of the summit and build those all important relationships with key contacts at the MMA evening drinks reception

Day 1 | Day 2

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09.00 Chair’s Opening Remarks
Nick Wiggin MD, MMA UK

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09.15 CASE STUDY: Understanding the uniqueness of the mobile medium

Take away the very latest case studies with real results!

• Why should you add mobile to your current marketing strategy?
  

• How to achieve successful integration of mobile marketing - the ultimate catalyst for interaction!
  

• How will tomorrow's consumers differ from todays?

Geoff Morley,
Managing Director,
MindMatics

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09.45 CASE STUDY: Achieving mobile marketing success

Attend this session to hear a real-world case study on an Ogilvy client. You will see how Ogilvy have guided their client to success via mobile and how to target the correct audience in your campaign delivery.

Do not miss the chance to gain the essential tools you need to monitor, track and implement your very own mobile marketing campaign... The Ogilvy way!

Maria Mandel,
Partner Director of Digital Innovation,
Ogilvy Interactive

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10.15 CASE STUDY: Mobile advertising - how do we make the dream a reality?

The Big Picture will cover key issues in making mobile advertising mainstream including:

• How to gain consumer acceptance from your target audience
  
• Ensuring appropriate content/context for correct delivery of a mobile campaign
  
• Encouraging brand investment
  
  Plus key learning’s from other markets along with the very latest developments in the mobile marketing space

Simon Andrews,
Founding Partner,
Big Picture

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10.45 Coffee Break & Networking

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11.05 INTERACTIVE ROUNDTABLES

mformobile are proud to bring you interactive roundtables to ensure you leave London with an in-depth knowledge of how you and your competitors address the critical issues facing the mobile marketing space.

What are roundtables?

A selection of small, topic focused interactive discussions – each compromising between 10 and 12 participants – that are designed to enhance your learning and give you practical know-how to apply to your business.

What will I learn?

• Through active discussion rather than passive listening, you will be able to benchmark your own strategies against those of your competitors
  
• You will be able to question colleagues from within the industry and get expert answers to your specific questions
  
• Roundtables are an extremely effective method of identifying who you would like to spend more time speaking with, both during and after the summit

Make sure you don’t miss out on this unrivalled opportunity.

• Leveraging mobile into your marketing mix
  
• Mobile marketing legislation: where do you stand?
  
• Gaining consumer acceptance and retaining it
  
• Mobile marketing technology over the next 5 years
  Switching potential brand advertisers to adopters
  
• Marketing your mobile solutions!

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12.05 Mobile Marketing - Why we don’t call them things mobile phones anymore

• Learn about the rise and rise of mobile ownership and what it means for your business
  
• How to take advantage of the SMS phenomenon for increased returns for your mobile activity
  
• Take note of the essential comparisons and differences between dot-com and dot-mob and organise your marketing budgets to include the channel!
  
• Hear the very latest predictions for the future of mobile marketing and make tomorrows decisions… today!

Marc Lewis,
Founder & Chairman,
The Light Agency

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12.35 Lunch & Networking

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13.25 Impact of mobile on marketing and retailing films

• Gain a comprehensive overview of how the films market value mobile and see the current channels used by studios - lights, camera... Mobile!
  
• Discover the opportunity mobile provides to studio executives for promotion of film and transfer the valuable lesson for success with your campaigns
  
• Is mobile just a promotional channel or a genuine revenue driver? Find out how to use this channel to ensure it drives revenue for your company

David McDonald,
Head of Mobile,
Filmnight Digital

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13.55 Making mobile content profitable for all businesses

Open platforms and web tools can be consolidated to support the whole mobile content process from service creation, discovery, delivery, billing & revenue settlement/accounting.

This session will demystify the process and act as a ‘how to’ guide to enable your company to make money out of a range of mobile products.

Sohrab Jahanbani,
Managing Director,
Touch Software Ltd

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14.25 Broadening the reach of mobile advertising

Find out about the latest solutions for Mobile Direct Response Marketing (MDRM), which enables consumers to respond directly to an advertisement of a brand, product or service using their mobile

• Flexible Response: Find out how to provide response using various mechanisms including email, SMS, MMS, WAP, voice to transfer consumer interest to sales!
• Serve All Demographics: There is a need to ensure that all market demographics are served, especially the older, wealthy consumers.
• Spontaneity and End-user Control: Find out how you can enable spontaneity and end-user control for direct response.

Gerry Christensen,
CTO,
Zoove (formerly Teleractive)

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15.15 Coffee Break & Networking

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15.35 Your mobile marketing rights!

Attend this session to find out where you stand in terms of current marketing regulation, where mobile fits and how to avoid hot water when advertising via mobile. Claire Forbes will take you through:      

• The advertising codes – general rules
• Direct marketing and data-protection issues, including ‘soft opt-in'
• Sales promotions, including terms & conditions, use of premium rate numbers
• Targeting children

Claire Forbes

Director of Communications

Advertising Standards Authority (ASA)

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16.05 MOBILE MARKETING: The network operators perspective panel

Let the leading mobile network operators talk you through where they fit into the mobile marketing ecosystem

• Network operators landscape: Hear the MNO’s take you through where they believe mobile marketing will be in the next 5 years
  
• Mobile marketing power: Who really holds the power to marketing via mobile?
  
• Partnering with MNO’s: Hear the MNO’s discuss the partnerships that have worked for them

Hugh Griffiths, Head of Data Products, O2
Jonathan Bill, Head of Content, Vodafone UK

Moderator: Nick Wiggin

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16.35 Mobile TV advertising - a breakthrough for advertisements via the mobile channel?

Attend this session to see the results from an international Ericsson study with leading participants of the Mobile TV value chain. You will see how mobile TV will assist you in driving your marketing messages over the next 3 years and learn how to get your brand seen via the real third screen!

Reinhold van Ackeren,
Head of Mobile Marketing,
Ericsson Business Consulting

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17.05 Emerging trends in mobile marketing

Take away a full academic review on mobile marketing research with applied case studies.

• Discover the very latest on mobile brand and media portals
• See the most up to date business models for brands and media companies
• Take advantage of emerging opportunities in mobile advertainment and in-game advertising
• Take away the knowledge of how to use mobile applications to enhance total brand experience

Ville Virtanen,
Researcher,
Helsinki School of Economics

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17.35 Chairman’s closing remarks

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Day 1 | Day 2

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