This document provides an agenda for the Mobile Merger online conference occurring on September 15, 2011. The conference will include 36 unique sessions around mobile topics from 8:00am to 1:45pm, with keynotes, panels, workshops, and presentations. Attendees will be able to participate live or watch recordings on demand.
2. Company Lineup
DiVe inTo moBiLe. WHaT iS WHaT aRe THe
aLL onLine. moBiLe meRGeR? TaKeaWayS?
While everyone else is staging expensive des- Mobile Merger is an online event aimed at helping Mobile from A-Z, including how to develop a mo-
tination events, we’re busy bringing the same you incorporate mobile into your business. Dive bile website, the business of iPhone apps, how to
experience to you in a remote setting. No travel into 36 unique sessions around mobile market- launch a successful mobile product, text message
required. You don’t have to spend a fortune on ing, mobile advertising, mobile design, mobile campaign development and execution, enabling
travel, hotels and meals to attend. This confer- development and much more. 27 hours of original compelling and interactive engagements, in-store
ence is completely online. You “attend” from content will be recorded for on demand replay mobile strategies for retailers, location-based
the comfort of your home or office, using your later. Engage and strategize with our expert mobile marketing, channeling success in mobile
computer to watch, listen and participate with speaker lineup. Network with other professionals advertising, contextual applications, emerging
speakers and attendees in 36 unique sessions on in our private group. Review days worth of mobile technologies, mobile commerce, tips for design-
mobile. Join any session live or watch later as ev- building materials in our mobile locker, a value- ing apps, mobile recruiting, 2D barcodes and
erything will be recorded for playback on demand. add for all attendees. more.
Space is limited. Secure your spot today.
3. inTRoDuCTion & KeynoTe ToWn HaLL
moBiLe meSH CHanneLinG SuCCeSS
8:00am - 8:30am in moBiLe aDVeRTiSinG
Geoff Peterson 8:30am - 9:15am
Mobile Merger
Founder Jeff Plaisted
Microsoft
The official kickoff to Mobile Merger. Mobile Mesh is our keynote Director of U.S. Sales and Strategy, Mobile Advertising
session filled with input, soundbytes, mini interviews and short
videos featuring over 30 mobile leaders and experts in the indus- Successfully leveraging mobile apps, browsers, search, video,
try, from Fortune 500 companies to emerging organizations. Geoff and rich and local media to meaningfully impact the bottom line
Peterson, Founder of Mobile Merger, will facilitate this collection of can be challenging even for the most seasoned marketer. Join
findings giving the audience key insight into every facet of mobile us during this presentation to learn how world class brands are
to start the event from mobile marketing, mobile advertising, mo- breaking through the white noise of the medium and are utilizing
bile commerce, mobile development, mobile recruiting and much these and other mobile advertising channels to drive consumers
more. Companies and participants in this “mesh” will be updated through the purchase funnel – from awareness through purchase
leading up to the event. Stay tuned! and beyond – at scale.
SiTuaTion Room moBiLe LaB
HoW To: LaunCH a 3 STepS To a poWeRfuL
SuCCeSSfuL moBiLe TexT meSSaGe CampaiGn
pRoDuCT 8:30am - 9:15am
8:30am - 9:15am Kim Dushinski
Mobile Marketing Profits
Saj Sahay President
Hewlett-Packard
VP, Channel Marketing, Palm Global Business Unit In this session, learn the three critical steps to conducting
effective text message campaigns for your business, including
You’ve developed a mobile product or service such as an app, how to create a magnetic offer, how to successfully market
game, tool or device. The next step is to launch and go-to- your campaign and how to properly execute a strategic cam-
market. How do you do this correctly? This session will give you paign. Get campaign ideas and live demos from an expert and
everything you need from Situation Analysis & Competitive Land- mobile industry veteran in this interactive workshop.
scape, Product Positioning & Identifying Key Point Of Differentia-
tion, Competitive Analysis & Key Rebuttal Points, Go-to-Market
Launch Plans and Pricing Strategy.
4. ToWn HaLL SiTuaTion Room
moBiLe HaS a SeaT aT THe THe eVoLuTion of
inTeGRaTeD maRKeTinG THe moBiLe WeB
TaBLe – noW WHaT? 9:15am - 10:00am
9:15am - 10:00am Thomas Arend
Mozilla
Jeff Hasen Principal Product Manager Mobile
Hipcricket
Chief Marketing Officer The web goes mobile. More people access the web on their
mobile devices than on desktop computers. And they are not just
Whether 2011 is the Year of Mobile is immaterial – mobile repre- browsing anymore! The way we interact with the web on the go
sentation in brand and agency discussion is commonplace. So has changed our lives, our social behavior, and business models
what did the early years teach us? More importantly, how can drastically. And new technologies and web innovation are about
we take those learnings and create meaningful products and to introduce even more dramatic shifts. Join the session to see
programs today? What we will cover in the session: The good live demos and to learn about several topics. Mozilla: driving
and the bad – case studies that should be repeated and those innovation in an open web, Mobile Browsing today: it’s your web
that should be buried six feet under. How to measure a cam- – anywhere you go, Beyond browsing: how our interaction with
paign’s success or failure. The evolving behaviors and interests the web is changing, The slow extinction of mobile apps: HTML5
of mobile subscribers, including how marketers can stay current & Friends turn the web into a platform for awesome apps, What’s
and on the lookout for the trends that will stick. The importance next: technology and business models for web app stores, Mobile
of aligning mobile efforts with business goals. vision: 24 thoughts on how mobile technology is changing.
moBiLe LaB ToWn HaLL
HoW To: meRGe moBiLe enaBLinG CompeLLinG,
TeCHnoLoGieS inTo inTeRaCTiVe moBiLe
ReCRuiTinG enGaGemenTS
9:15am - 10:00am 10:00am - 10:45am
Carrie Corbin Diane Strahan
AT&T Neustar
Associate Director of Staffing, Talent Attraction Vice President of Mobile Registry and Registry Services
AT&T is a leader in mobile technology, so it only makes sense Today’s technology and communications segments are experi-
that they are also a leader in using mobile technology for encing explosive growth, diversification and subsequent market
recruiting. So where do you start? Do you need an iPhone app fragmentation. In a society where consumers are increasingly on-
to recruit? What about an iPad or Droid app? Have you mobile the-go, businesses and advertisers face exceptional challenges
optimized your career site? Do you utilize SMS text messages towards reaching the masses with truly compelling messaging.
for communicating with candidates? What about QR/Data Matrix With consumers progressively turning to their wireless devices
Codes? Hear how AT&T has explored each of these technolo- as a preferred method to access information and content, mobile
gies and how they’ve incorporated them into their sourcing, talent marketing and advertising provides an unprecedented oppor-
network and events strategies. tunity to overcome these barriers. Mobile enables brands and
advertisers to establish personal, real-time connections with
interested consumers. However, many organizations have yet to
take advantage of mobile’s true value...
5. SiTuaTion Room moBiLe LaB
LeGaL iSSueS in TuRBo-CHaRGe youR
moBiLe maRKeTinG SoCiaL meDia STRaTeGy
10:00am - 10:45am 10:00am - 10:45am
Monica Desai Jeff Stautz
Patton Boggs HootSuite
Partner Director of Mobile
As more and more people ignore the cord and do their work and We all know social media tools are incredibly powerful for mar-
socializing on the go, the opportunities to sell targeted products keting, crisis management and building relationships – but do
and information on mobile platforms has skyrocketed exponen- you know how can your organization can harness that power? In
tially. Mobile marketing provides rich opportunities for advertisers, this non-typical presentation, industry veteran and HootSuite’s
application makers, and wireless providers to reach consumers Director of Mobile Jeff Stautz will walk you through the reasons
wherever they are. As companies increasingly take advantage to use social media tools. While avoiding hackneyed buzz-
of those opportunities, federal and state regulators looking to words and jargon, he’ll share tips for executing campaigns and
make sure consumers are not being victimized by this trend. show how to tweak, tune, and turbo-charge your brand’s social
This session will provide an overview of the legal issues in the presence. He’ll also share topical examples of successes and
growing world of mobile marketing. Ms. Desai will review the legal missteps, and demonstrate how to listen, amplify, and measure
landscape that mobile marketers should take into account, includ- your impact. You’ll leave with a toolbox of practical skills you can
ing federal and state laws, privacy issues, industry guidelines, and begin implementing right away.
data protection requirements.
ToWn HaLL SiTuaTion Room
HoW LoCaTion-BaSeD THe aRT of moBiLe
moBiLe maRKeTinG HaS paRTneRSHipS
infeCTeD SoCiaL meDia 10:45am - 11:30am
10:45am - 11:30am Doug Bremicker
Weather Central
Patrick Flanagan Vice President, Business Development
Simon Property Group
Vice President of Digital Strategy This session will take a look into the business development
end of the mobile industry. You will learn about what it takes to
Leading strategies on how businesses with physical locations navigate the waters in the mobile space to effectively promote
can maximize their impact in social media through mobile mobile products and services, and form partnerships with key
marketing. Patrick Flanagan, Vice President of Digital Strategy stakeholders, services providers, carriers and others. Find out
at Simon Property Group (SPG), will provide a playbook of about the benefits of partnerships to your mobile business.
how incorporating location-based technology into an integrated Discover challenges and obstacles and how to overcome them.
marketing platform that is driven by social media can help Hear strategies and best practices for building successful mobile
meet the demands of today’s increasingly mobile consumer, partnerships.
drive foot traffic and foster stronger sales. This presentation
will provide attendees with a case study of how location-based
mobile applications, paired with other experiential marketing
approaches, can transform brick-and-mortar retail centers into
interactive environments that enhance the consumer shopping
experience now and into 2012.
6. moBiLe LaB ToWn HaLL
HoW To: uTiLize TaBLeTS in THe STaTe of
youR moBiLe STRaTeGy moBiLe aDVeRTiSinG
10:45am - 11:30am 11:30am - 12:15pm
Asokan Thiyagarajan Paran Johar
Samsung Telecommunications Jumptap
Director, Platforms and Technology Strategy Chief Marketing Officer
Discover the following: growing consumer awareness and adoption The buzz about mobile devices is fueling the digital advertising
of tablets, the profile of a tablet buyer, uses of tablets by consum- discussion. These new platforms are creating valuable new op-
ers, how they interact differently with tablets vs. PC’s and smart- portunities for marketers, yet mobile pricing models and tracking
phones, impact of operating systems and app stores, price points, metrics are drastically different from PC web and evolving. Keep
willingness of consumers to pay for devices, apps in marketplace up with the latest insights on what works from Jumptap CMO
and add-on’s, what tablet features consumers like, need, want and Paran Johar as he reveals State of the Industry survey results.
must have, tablet trends now and a forecast for 2-3 years, in addi- How are people spending? Where is the money going? What’s
tion to recommendations on ways to build your brand using tablets. next?
SiTuaTion Room moBiLe LaB
3 pHaSeS of GeTTinG aHeaD of THe
moBiLe ReCRuiTinG moBiLe innoVaTion CuRVe
11:30am - 12:15pm 11:30am - 12:15pm
Kane Cochran Laura Merling
Bernard Hodes Group Alcatel-Lucent
Director, Digital Innovation and Mobile SVP, AE Platform and Strategy
This fast-paced session will walk quickly through the three With the advance of enterprise applications designed for the
phases of mobile recruitment (Phase I: Mobile Web, Phase web, iPhone, Android and an ever growing world of connected
II: SMS, Phase III: Mobile Applications) using live examples, devices, identification of the next big thing in app development is
conceptual mockups and prototype demos. During this session, critical for commercial success. Mobile app innovation is creating
Kane will move past the basics and showcase ideas for how to signficant opportunities for businesses/enterprises. In this ses-
take your mobile recruitment strategy to the next level. Many sion, we’ll walk through how to advance the value of your busi-
key recruiting concepts will be covered. On-Demand SMS Job ness through API and app development, utilize mobile technolo-
Search live. Social Integration with ways to leverage Faceboook gies to reduce costs, increase revenue, and improve efficiency
and LinkedIn to personalize the mobile experience. Leverag- and services through new distribution channels. Discover how
ing Location including GPS in smartphones and location based to drive innovation internally and externally to position your busi-
services like Foursquare to create an engaging “local” mobile ness ahead of the curve.
experience for events and job search. Augmented Reality, going
beyond the buzz, looking at opportunities for how it could really
work for recruitment.
7. ToWn HaLL SiTuaTion Room
THe WoRLD of muLTipLe HoW To: LeVeRaGe ViDeo
SCReenS anD ConTexTuaL in youR moBiLe STRaTeGy
appLiCaTionS 12:15pm - 1:00pm
12:15pm - 1:00pm Jim Eadie
MTV Networks
Mark Doherty Senior Vice President, Digital Business Development
Adobe
WW Evangelist Consumers are embracing mobile devices that offer exceptional
video and TV capabilities. In this session, you’ll learn how to use
2010 has seen Flash technology evolve into a multi-screen this phenomenon as a content producer, publisher or marketer.
web and application platform, created to drive innovation on the Discover ways to monetize video and have compelling mobile
web and deliver new experiences on desktops, mobile phones, video and TV content. Learn how this is different or adaptable
netbooks, tablets and televisions. In this session we’ll look at eco- from the programming that occurs today, and discuss whether
system challenges and learn how to leverage the Abode Creative the market is big enough given the limitations of the “live” stream
Suite to create stunning, rich and cost effective applications. broadcasts as compared to TV.
moBiLe LaB ToWn HaLL
THe BuSineSS of emeRGinG TeCHnoLoGy
ipHone appS “moBiLiTy”
12:15pm - 1:00pm 1:00pm - 1:45pm
Greg Raiz Harry Martin
Raiz Labs Verizon Wireless
Founder and CEO Director, Advanced Technologies
This workshop will cover the business of building iPhone applica- Today there are newly emerging technologies including 4G LTE
tions. It will address the risks and the potential rewards of produc- (long term evolution) networks and a host of others. What does
ing an application and having it for sale in the iTunes App Store. this mean to businesses and customers? How does everyone
The session will cover the following aspects of the business includ- benefit using smartphones, tablets, laptops, netbooks and
ing: how to pick an application concept, what makes an application gaming devices? How will this change the mobile landscape
successful, building a business vs. building an app, the highs and and open ways to do business? What new revenue streams will
lows of success, getting noticed in a sea of 200,000+ apps, apps emerge in mobile as a result of these new technologies?
that compliment your core business, pricing your application and
App Store business models, designing and developing – what to
expect, is your app social? (email, Facebook, Twitter, etc.), costs of
building applications, marketing app basics, application rejections,
resources and tools, and beyond the iPhone (Android, Blackberry,
Web).
8. SiTuaTion Room moBiLe LaB
moBiLe GaminG: HoW To DeSiGn a SeamLeSS
pReSenT anD fuTuRe WeB To moBiLe expeRienCe
1:00pm - 1:45pm 1:00pm - 1:45pm
Ron Czerny Omar Green
PlayPhone Intuit
Founder, CEO and Board Member Director, Strategic Mobile Initiatives
Mobile gaming is experiencing explosive growth on various Clearly more and more consumers and small businesses are
platforms from iPhone to Android and across all major telecom making the move to mobile to help manage their day to day lives.
carriers. Discover the lay of the land for the gaming industry in With that migration comes the demand – and expectation – for
mobile around the world. Find out how to deliver and aggregate seamless utility between their Web and mobile experiences.
binary content to mobile devices, how to take advantage of mobile Rather than having services live separate lives via their desktop
social gaming, and how advertising works in gaming from in-game or Web applications, customers are looking for instant gratifica-
advertisement opportunities to partnerships. tion in an end to end experience independent of what device
they’re using to access their information. The problem? No one is
providing this seamless experience yet – and if they are, it is not
meeting customer expectations. We will explore the ways that
companies can and are making the successful translation of Web
to mobile and how that will result in customer delight and uptake
of new mobile services across the market.
ToWn HaLL SiTuaTion Room
THe fRameWoRK foR a WHaT’S WoRKinG WiTH
TRue “moBiLe” empLoyee moBiLe enTeRTainmenT?
1:45pm - 2:30pm 1:45pm - 2:30pm
Michael Notaro John Fletcher
Accenture SNL Kagan
Sourcer Analyst, Mobile
Discover how to truly take your workforce mobile, outside the of- Join this session to get facts straight from a leading analyst
fice walls and into the virtual world. Get an understanding of what in the mobile industry on mobile entertainment. Learn about
a “day in the life” of a virtual employee looks like, including the leading apps for games, video/TV and music, how big the U.S.
apps, software, services and technologies that are essential to smartphone market is now (and in ten years) and if the iPhone
conducting business and staying plugged-in at all times. Discuss and Android audiences are large enough on their own to justify
real-world strategies to keep pace with the fast changing role of an app-only approach to mobile. Also discover what are some
virtual employees outside of the brick and mortar cultures of old, leading mobile advertising trends and an update on fast growing
and how mobile technologies are integrated. location-based services.
9. moBiLe LaB ToWn HaLL
Top 10 TipS foR puReLy moBiLe =
DeSiGninG appS THaT SeLL puReLy LoCaL
1:45pm - 2:30pm 2:30pm - 3:15pm
Jen Gordon Brian Knapp
Tapptics Loopt
Owner Chief Administrative Officer
We all want our apps to achieve some kind of business objective, The thing that makes a geo-social network pop has nothing to
whether it brand awareness, interacting with existing services, or do with the latitude/longitude coordinates. The mobile phone is
perhaps it’s a business model unto itself. Regardless of the goal, the only piece of technology that connects our online and offline
there are global mobile design techniques you can use to: help world (not a tablet, not a laptop). The key to making geo-social
your app get noticed, create aesthetic value that keeps users services huge is to recognize this nexus, and design connected
engaged, and create a flow that encourages users to take action mobile experiences that improve consumers’ experience in their
within your app. This session will cover the Top 10 Design Tips that local community. If it’s mobile, it needs to be social (phone calls
will help you achieve these goals. may be out of style, but at the end of the day, your phone is still a
tool for communicating). And local – this is where mobile lives.
SiTuaTion Room moBiLe LaB
muSiC ConTenT in a BuiLDinG foR BLaCKBeRRy
moBiLe WoRLD 2:30pm - 3:15pm
2:30pm - 3:15pm Tyler Lessard
Research In Motion
Jay Frank Vice President, Global Alliances and Developer Relations,
CMT
Senior Vice President of Music Strategy Join this session to learn about developing mobile applications
and content services for BlackBerry Smartphones and the Black-
The rise in smartphone usage has also resulted in a rise of Berry PlayBook tablet. Discover what the market opportunity is
music in the mobile space. Yet there’s no one solution to how and how to take advantage of the growing BlackBerry user base
that music is consumed. From YouTube videos, subscrip- around the world. Find out what the latest application trends are
tion services, information apps, radio apps, OTA downloads, and how you can take advantage of the BlackBerry platform to
sideloaded tracks and more, consumption habits are all over create unique and differentiated experiences. Also learn best
the place. As the SVP of Music Strategy of CMT, Jay Frank is practices for monetizing your applications through in-app pur-
synergizing music content across all platforms. He will explain chasing, advertising and carrier billing.
what these new habits mean for the mobile business, the mu-
sic business, and how the consumers will benefit from it all.
10. ToWn HaLL SiTuaTion Room
HoW To: maKe appLyinG moBiLe
money WiTH moBiLe TeCHnoLoGieS To
3:15pm - 4:00pm VeRTiCaL inDuSTRieS
Kent Griffin 3:15pm - 4:00pm
PayPal
Product Manager, Mobile Chuck Sacco
Movitas
Learn about the growing space of mCommerce and how you Vice President, Client Strategy
can start to monetize your app or site. Whether you’re looking
to sell digital goods, open a mobile storefront, or closing cross- Mobile represents both opportunities and potential disruption
border deals, you can learn what it takes to get this done. to how industries position their products and services. Often
We’ll cover some of the best-practices and the latest trends in overlooked beyond the broad projections about mobile usage is
integrating payments into your app or site. how companies in specific vertical markets can understand the
opportunity and then apply specific tactics. This session will offer
a framework that industries can use to help identify the potential
opportunity, with some specific tactical examples of mobile as
used in the recruitment and hospitality verticals.
moBiLe LaB ToWn HaLL
moBiLe CommeRCe: moBiLe SeCuRiTy:
appS oR BRoWSeR? THe eLepHanT in THe Room
3:15pm - 4:00pm 4:00pm - 4:45pm
Eve Richey Gary Schwartz
Dell Impact Mobile
Head of Mobility CEO
Have you decided whether to move forward in the mobile space There are mobile phones in every shopper’s pocket alongside
with an app or a mobilized website? This decision is critical for any their wallet. As plastic and identity transition across to the new
business. Companies today know their customers are trying to in- m-wallet, is there an elephant in the room? While many of the
teract with their brand on mobile devices. What should a business concerns are hyped, the channel is under scrutiny. Is mobile
do to make their mobile interactions best in class? Should you build commerce fraught with security and privacy concerns? X9.org,
a mobile browser site? Build an app? Optimize for android, iOS or MEF and other organizations are working hard to develop stan-
Window Phone 7? What about Blackberry? Take a deep dive and dards to keep legislation at bay. How can we build shopper and
learn all about these choices in this session. shop confidence in this new channel?
11. SiTuaTion Room moBiLe LaB
an inSiDe LooK aT in-SToRe STRaTeGieS
neaR fieLD CommuniCaTionS foR moBiLe ReTaiLeRS
4:00pm - 4:45pm 4:00pm - 4:45pm
Samir Agarwal Dan Lowden
Nokia Digby
Head of MeeGo Operations Vice President of Marketing
While not a household name, Near Field Communication, or NFC, As mobile commerce continues to grow at exponential rates,
is a set of short-range wireless technologies, typically a distance retailers are continually looking for ways to attract and interact
of 4 cm or less. NFC has many uses in the mobile arena including with their loyal customers whether at home, when mobile or
powering passive targets such as tags, stickers, key fobs or cards, when in-store. Downloadable rich apps and marketing and
as well as performing peer-to-peer communication among others. promotion of the mobile channel are integral parts of strategic
In this session, learn how businesses are taking advantage of NFC and successful consumer engagement. In 2011, we are go-
including VPN authentication, building entry solutions, payment ing to see the emergence of the in-store piece to mobile that
solutions, transit solutions, loyalty solutions and effective sharing, features: Bar-Code Scanning that will automatically bring up
and discover opportunities for your business in the process. product details, video demonstrations and ratings and reviews,
Loyalty programs that will enable a customer to Check-in and
receive special offers when they visit a store and many more
to come.
ToWn HaLL SiTuaTion Room
10 GoLDen RuLeS foR SeTTinG moBiLe ConTexT
BiG SuCCeSS on SmaLL WiTH DiGiTaL SiGnaGe
SCReenS 4:45pm - 5:30pm
4:45pm - 5:30pm Steve Gurley
Symon Communications
Michael Neidhoefer SVP of Global Marketing and Business Development
Netbiscuits
CEO The explosion of consumer-centric mobile innovation is demand-
ing a focus on mobile context. Mobile context is defined as the
The Internet is Mobile. Discover the 10 rules you need to know that match between a consumer’s given physical environment – a
will help you have big success in the short and long term. Hear ex- venue such as a store, hotel or restaurant – and the optimal
pert advice around business cases, decide on content for the best mobile experience – mobile application, ad campaign or com-
mobile web user experience possible, get a lay of the land with mercial transaction – for that environment. This session will
software platforms and service providers, uncover ways to track explore how an burgeoning technology, Digital Signage, can
analytics and statistics, and hear case studies from customers of help developers, venue owners, advertisers, content developers,
Netbiscuits and how they utilize the mobile web. etc. set the mobile context in order to create a more engaging
and immersive mobile experience.
12. moBiLe LaB
THe RuLeS of
QR CoDe uSaGe
4:45pm - 5:30pm
Mike Wehrs
ScanBuy
President
There are a number of ways a consumer can “pull” dynamic
and useful information using their mobile device, and one of
the fastest growing options are mobile barcodes, also called
“quick response” or QR codes. Last year Scanbuy reported
that mobile barcodes experienced explosive growth increasing
1600% over the past year. Brands like Target, Home Depot,
SC Johnson and Verizon are utilizing barcodes to make their
marketing more engaging and trackable. 2D codes can be
easily placed on virtual anything from a print ad to product
packaging to digital display. In one-click, a wide variety of
content can be launched automatically like video demos,
sweepstakes entry, mobile payment, prefilled SMS opt-ins and
much more. Scanbuy will discuss: Recent trends in barcode
scanning – what are people scanning, Why free QR code
services are not really free, Provide case study examples of
how well-known brands have been able to successfully lever-
age mobile barcode campaigns into their marketing and mobile
commerce plans, Best practices in activating mobile barcode
campaigns from start to finish, Leveraging in-depth analytic
data from 2D barcode scans to provide significant insight into
consumer behavior.