Singapore | 23-25 April, 2012

Welcome and Introduction

AM Workshop - Sales Workshop: Selling Mobile Advertising

Looking for the next big idea to show your advertising clients? Selling Mobile Advertising shows you the key strategies and knowledge you need to attract new revenue through mobile advertising sales.

This 3-hour workshop is lead by The Mobile Marketing Association, and the workshop contains expert mobile selling advice from some of the leading companies and mobile sales people in the industry. You’ll also see examples of mobile advertising campaigns and solution-selling models that deliver results for advertising buyers and revenue for sellers.

Key Takeaways

• An understanding of the mobile media marketplace
• What buyers say about mobile salespeople
• Overcoming objections from mobile buyers
• The unique selling benefits of mobile media
• How to sell mobile as a solution to advertising problems
• How to structure a mobile sales team
• How to attract digital budgets, traditional budgets, and mobile budgets
• How to activate engaging mobile experiences with mobile advertising space
• How to create a mobile sales presentation
• How to respond to RFPs with mobile solutions

John Arnold Director, Education Mobile Marketing Association	Ichiro T. Jinnai Regional Director cyber communications inc. Branch Office (Asia)	Craig Law-Smith Director, Strategy and Business Development, Asia Pacific Amobee
Barney Loehnis Head, Digital, Asia Pacific Ogilvy & Mather

Sponsored by:

Lunch

PM Workshop - Insights Into Mobile Marketing Strategies and Tactics for Effectively Targeting Today's Consumers

This workshop is designed to bring together senior marketing leaders in brand and retailer communities to create peer-to-peer discussions and share strategic insights and tactics on what is working and what is not working in mobile marketing across marketing sectors. The future of mobile marketing depends on taking advantage of context. How do brands translate results into ROI? How do we manage and evaluate inventory and how do we as an industry standardize these models? Attendees will have a chance to learn from leading brands, agencies, ad network publishers and analysts in an engaging, interactive environment.

Workshop Format:
Opening Keynote and Discussion – The State of the Mobile Industry: Overview of the Mobile Marketing Analytics Landscape

Presenting Sponsor - Poynt: How Brands and Marketers Can Use Context to Directly Connect with Consumers – Hyper–local Consumer Engagement

Case Studies Review: Stories from Successful Mobile Marketers on Building User Engagement and Measurement for Leading Brands
Tigerspike/Woolworths

Interactive Breakout Session: In teams, participants will be asked to collaborate on strategy, tactics and creativity to solve a mobile marketing brand campaign challenge.

Panel & Group Q&A

Keynote: Hanis Harun Global Executive Director, Consumer Insights and Innovation (Telecom) Nielsen
Alex Burke Managing Director, Asia Pacific Tigerspike	Jason Chiu Chief Executive Officer Cherrypicks	Margaret Glover-Campbell Senior Vice President, Marketing and External Communications Poynt

Sponsored by:

Registration Opens

Opening Remarks

Welcome from the Mobile Marketing Association

Rohit Dadwal Managing Director Mobile Marketing Association Asia Pacific Limited

Opening Keynote
A Smarter Tomorrow, In Our Hands Today

This topic would encompass mobile as a key component of our digital future, the need for meaningful and immersive consumer/citizen engagement, as well as a clear focus on innovation as a driver of development, all key pillars of the MDA’s digital media strategy.

Michael Yap Deputy Chief Executive Officer Media Development Authority

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 start to the Forum.

Chad Wollen Group Head, Consumer Futures Vodafone PLC

The New Media Landscape: The Emergence of New Technologies and the Impact of Mobile

New platforms and enabling technologies are making branded content available wherever consumers want to be. Consumers interact with each other online and across their mobile devices by providing a quick new way to share all things digital - in one simple step. But what’s good for users is challenging for media and advertisers. In this session, Marcel Fenez, Global Leader Entertainment and Media for PWC, will discuss his vision, the ever-changing landscape.

Marcel Fenez Global Leader Entertainment and Media PricewaterhouseCoopers

The War of Mobile Ecosystems - How Local Brands Set Themselves Up to Win in the Rapdily Changing Mobile Landscape

In 2012, local brands find themselves at a historic juncture, where unprecedented market trends, new technologies, new ways of reaching customers, and rapidly evolving customer behaviors enable them to better understand, target, and reach consumers. In this talk, we will look at the opportunities and challenges local brands face in the mobile space in the increasing flat world we have today for mind share, and return on investments. We will review best practices for one to design, develop, distribute, and monetize their innovation and to leverage the opportunities in exciting consumers and influence their buying behaviors.

Srikanth Raju Head, Ecosystem, APAC Nokia

Fireside Chat: Not All Screens are Created Equal

In a world of multiple internet devices, how should marketers think about these screens? Are they just sheets of glass that deliver content? Or are they something more? Do they have distinct personalities? Does a mother in Shanghai interactive differently with her smartphone than a bachelor in Singapore? Do consumers in India watch TV differently than those in Indonesia? As marketers, should the content we create be tailored to the screen and audience on which it will appear? Join Nick Seckold and Todd Paris as they discuss the challenges and opportunities facing marketers and advertisers in today’s multiscreen environment. Gain a deeper understanding off the attributes, nuances, and relationships consumers in Asia have with the screens in their lives.

Todd Paris General Manager, Specialist Sales, Asia and Americas Microsoft Advertising	Nick Seckold Head, Digital, Asia Pacific Mindshare Asia

Mobile Media Innovation in 2012

Smartphone penetration is accelerating, hitting critical mass level of mobile subscribers in major APAC countries in 2012
. Many advertisers are slow to catch on to this new consumer trend and offer poor user experience on this new platform. Innovative advertisers have noticed the attractiveness of the new platform and witnessed great business results by mobilizing their websites and adopting mobile-specific ads. Mobile media is evolving; there is a greater chance for advertisers to differentiate themselves and appeal to consumers in unprecedented ways. Mobile is no longer a great addition, but a critical component of the media mix for all types of advertisers; brand and performance-driven.

William Easton Regional Director, Mobile Sales and Operations, Asia Pacific Google

Connecting to the Unconnected

The next step for big brands. Considering that 30% of mobile-based searches have local intent, it’s more important that ever to deliver services that target consumers’ needs. Hear what a global remittance leader has learned in introducing mobile services and how you can apply those learnings to your own business.

Gregg Marshall Head, Mobile Transaction Services Western Union

Should Brands Leverage Traditional Established Vendors, or Venture into Unproven, but Highly Disruptive, Startups for Their Mobile Expertise?

With a rapidly growing global mobile ecosystem with mobile related startups being launched daily, it has become increasingly difficult for brands and agencies to effectively leverage these innovations and still meet specific and well-defined metrics in their mobile initiatives. In today’s panel we will explore disruption, the role it could/should play with brands, with agencies and the disruptors themselves, and how to further align to meet collective expectations.

Moderator: Zach Piester Managing Partner Silver Creek Partners

Panelists:
Dr. Lai Kok Fung, Co-Founder and Chief Executive Officer, BuzzCity
Ian Loon, Head, Mobile Practice, Southeast Asia, Starcom MediaVest Group Singapore
Akshay Mehra, Venture Director, Innosight
Zia Zaman, Founder and Chief Executive Officer, Beaver Lake Capital

Tracks

Tracks

Closing Remarks

Rohit Dadwal Managing Director Mobile Marketing Association Asia Pacific Limited

Registration Opens

Welcome from the Mobile Marketing Association

Barney Loehnis Head, Digital, Asia Pacific Ogilvy & Mather

Leading the Agency Evolution: Meet the Growing Demands of the New Media Centered Around Mobile

Ashutosh Srivastava Chief Executive Officer Mindshare Asia

How Unilever is Framing the Mobile Opportunity from a Mobile Perspective

Mobile is an incredibly important channel for Unilver as evidenced by their continual success and dynamic campaigns. In this session, Fito, the Director of Media Innovation at Unilever, will talk about how they are using mobile to market some of the best FMCG brands in the world.

Victor Fernandez-Lahore Director, Global Media Innovation Unilever

2012…Year of the Dragon and Digital Advertising

In the world of connected mobile devices, advertising will dramatically change and evolve like never before. The consumer-advertiser relationship now extends to billions of consumers on a global basis, yet speaks to each consumer individually. With innovative technology, mobile advertising can learn what consumers do and react accordingly to achieve the highest success for advertisers and publishers.

Trevor Healy Chief Executive Officer Amobee

Panel Discussion: Are We Getting Ahead of Ourselves?

Why should we be worried? What are the current dynamics that pose themselves to limit the growth of any new medium? Every medium has its time and with the innovation and growth are we trying to kill a medium before it is even truly born? What needs to be done to help nurture the same?

Moderator: Dilip Mistry Senior Director Microsoft Advertising Division

Panelists:
William Easton, Regional Director, Mobile Sales and Operations, Asia Pacific, Google
Victor Fernandez-Lahore, Director, Global Media Innovation, Unilever
Trevor Healy, Chief Executive Officer, Amobee
Barney Loehnis, Head, Digital, Asia Pacific, Ogilvy & Mather

How Dell is Learning to Utilize Mobile into Their Marketing Mix

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. In this session, we will hear from one of the top brands globally and how they are utilizing mobile.

Damien Cummings Online Director, Asia Pacific and Japan Dell

Mobile Cross Platform Products Targeting, Engaging, and Monetizing Users of Live Sport

Mobile Moments and Mobile Movements

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 digital agencies in Asia about the key things you need to avoid in order to create a successful mobile marketing campaign.

Barney Loehnis Head, Digital, Asia Pacific Ogilvy & Mather

The Formula for Creating “New Markets” from Zero

Akihisa shares his thoughts from the early days of mobile advertising when he established the world's largest mobile marketing agency to date (past) and his view on the journey that industry has taken (present) with insights on where it is headed (future) in order to develop a whole new market and promote the growth of this new market.

Akihisa Fujita Executive Vice President & Chief Representative Dentsu Digital Holdings Inc. (Singapore)

Case Study
In a Saturated App Market, What Makes an App Stand Out and Become a Consumer Favorite?

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 Senior Vice President, Marketing and External Communications Poynt

Live Sports are Complemented by Mobile

ESPN’s success with creating compelling stories surrounding Sports drives users to consume TV-envy engagement minutes on mobile devices. Whether watching live on TV at home or a bar, in the stands at a sporting event, or following along in absence of being in front of a television or radio, fans have flocked to mobile devices to access instant scoring, live gamecasts, live video and radio broadcasts, video highlights, in-depth commentary and analysis, and player and team stats. With the advent of social media, fans are part of the experience of Sports — the original social media. ESPN will walk us through how it approaches the mobile ecosystem including platforms and distribution to ensure it fulfills the obligation of its motto: To Serve Sports Fans. Anytime. Anywhere.

Michael Bayle Senior Vice-President and General Manager, Mobile ESPN

Blazing New Trails in an Exciting Market: Experiences, Learnings and Insights

Kerstin shares valuable knowledge and experience gained through working with the leading operators, as well as the top advertisers and brands in Asia, in introducing and establishing mobile advertising in the demanding markets of the Asian region.

Kerstin Trikalitis Chief Executive Officer Out There Media

Understanding Audience Beyond an Overwhelming Statistics

Many Mobile Marketing Players, both local and global, jump into the Indonesia Market driven by statistics. Only little understand the ecosystem and critical success factors to succeed in the Indonesia market. Letʼs hear Indonesian Industry leaders share their insights on this pannel.

Moderator: Joseph Lumban Gaol Chief Executive Officer m-Stars

Panelists:
Rajat Basra, Technical Advisor, Managing Director, M2M Interface, an associate of Omnicom Media Group
Kiki Rizki, Country Manager, Mig33
Andi Sadha, Chief Executive Officer, Activate

Fireside Chat: Welcome to the Mobile Era. Resistance is Futile.

The mobile era started more than four 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 categoric shift in thinking, action, and reaction for marketers, technologists, and developers.

Matt Briant Mobile Platform Director Dentsu Asia Digital Division	Robert Woolfrey Managing Director, SE Asia Millennial Media

Online to Offline Revolution

Online-to-Offline (O2O) marketing platforms bridge the divide between the online world and offline world. The O2O platform that would be studied in detail includes iButterfly (HK, SG, MY, Indo etc) and TownCheck (HK & SG). Showcases of how major household brands such as Pacific Coffee, Adidas, MTR, Centrum, Unilever, Citibank, Samsung, etc. ran their campaigns on these platforms. A few upcoming technologies related to O2O at the retail outlet and physical locations will also be discussed.

Jason Chiu Chief Executive Officer Cherrypicks

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 answer these questions and will provide actionable insights for integrating mobile as an indispensible part of your marketing mix.

Moderator: Rohit Dadwal Managing Director Mobile Marketing Association Asia Pacific Limited

Panelists:
Ashutosh Srivastava, Chief Executive Officer, Mindshare Asia
Rahul Welde, Vice President, Media, Asia, Africa, Middle East and Turkey, Unilever
Xin Ye, Chief Executive Officer, Casee, A Velti company

Closing Remarks

Rohit Dadwal Managing Director Mobile Marketing Association Asia Pacific Limited