Mobile Marketing Association to Host Workshops on Mobile Marketing Basics, Measurements and Analytics | MMA Global

Mobile Marketing Association to Host Workshops on Mobile Marketing Basics, Measurements and Analytics

March 26, 2010

Singapore, March 26, 2010 – The Mobile Marketing Association (MMA) will host two mobile marketing workshops on April 13, 2010 to introduce interested marketers to the medium and address questions around the metrics behind mobile advertising campaigns. The workshops will be held at the Grand Copthorne Waterfront in Singapore, ahead of the 2nd Annual MMA Forum Asia scheduled on April 14 and 15, 2010.

“With Asian mobile users constituting approximately one third of the world’s overall market, the region has proven to be a hotbed for innovative mobile marketing campaigns. Keeping this in mind, MMA’s activities in the region have focused on educational and networking initiatives to encourage a better understanding of mobile marketing and advertising as well as industry guidelines and best practices. With these workshops, we hope to provide brands, agencies, network operators, content providers and technology developers across the region with a roadmap for using the mobile channel as an effective marketing tool that produces targeted, measurable results,” said Rohit Dadwal, Managing Director – APAC, Mobile Marketing Association.

Workshop I: Mobile Marketing 101, 10.00 am – 1.00 pm
The first workshop titled will introduce participants to the various facets and available platforms for mobile marketing. Presenters will provide a detailed overview of the mobile marketing ecosystem and share success stories from across the region. The workshop will arm participants with a ‘how to’ guide on planning, organising and partnering for the development and launch of mobile marketing programs as well as monitoring and reporting on the success of these programs. Participants will also learn how to integrate their mobile marketing initiatives into their long-term multi-channel marketing strategy.

The Mobile Marketing 101 workshop will be conducted by Paul Berney, Managing Director – Europe, Mobile Marketing Association; Barney Loehnis, Head of Digital, Asia Pacific, Ogilvy One; Jojit Alcazar, Head of Mobile Advertising, Smart Communications; Konny Zsigo, President, Wireless Developer Agency.

“This workshop will help participants understand the role that mobile can play within communication strategies, both as a strategic and long term channel, as well as a tactical tool for driving direct response and engagement. We'll cover the creative, media, and service/utility angles of mobility; and we will also provide insight in to global best practice as well as local nuances across Asia.  If your target customers or consumers have a mobile device, then you should attend,” said Barney Loehnis, Head of Digital, Asia Pacific, Ogilvy One.

Workshop II: Mobile Analytics, 2.00 pm – 5.00 pm
The second workshop, sponsored by Openwave Systems Inc, aims to facilitate an understanding of customer preferences and the measurement and metrics of mobile advertising. Participants will gain skills in developing customer related campaigns by translating rich behavioural data to actionable insights.

The Mobile Analytics workshop will be conducted by Anurag Patnaik, Director of Product Management, Analytics, Openwave Systems, Inc; Christian H. Cadeo, Head of Brand Advertising, APAC,  AdMob; Dr. K F Lai, Chief Executive Officer, BuzzCity; Emmanuel Allix, VP & MD, APAC, InMobi; Milind Sattur, Head - Pricing, Planning & Research, Navteq Media Solutions.

“Mobile internet usage has witnessed significant growth recently in developed regions, especially in Asia and this demand is good news for the entire mobile advertising ecosystem,” said Anurag Patnaik, director of product management for analytics, Openwave Systems, Inc. “Mobile analytics plays a significant role in measuring data usage patterns and can ultimately help mobile advertising to catch on and thrive. We’re hoping our Mobile Analytics workshop will help participants gain deeper insight on how they can better engage subscribers to ultimately build effective mobile advertising campaigns.”

“Adding the layer of location to other targeting (contextual, device, demographic) makes the advertising message highly relevant, significantly improving the likelihood of user action. It is about influencing the customer close to the point of purchase,” said Milind Sattur, Head - Pricing, Planning & Research, Navteq Media Solutions.

Delegate Fees
The fees for the Workshops are as follows:
                                                                         MMA Members                    Non-members
Mobile Marketing 101 Workshop              US$75                                  US$100
Mobile Analytics Workshop                        US$75                                  US$100
Combined                                                     US$120                                US$160

The 2nd Annual MMA Forum Asia, built around the theme ‘Now and Next’, will bring together over 250 participants from across the globe and cover a diverse range of subjects including emerging technologies, mobile search, mobile analytics, mobile success stories and social media among others. To see the full agenda, and find out about registration, go to

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin America (LATAM), Middle East & Africa (MEA) and Asia Pacific (APAC) branches. For more information, please visit

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