Agenda

Oct. 22, 2007

8:00-9:00 Registration and Networking Breakfast

9:10-10:00 Is Content Really King on Mobile?
One content-driven MVNO from major media has shut down and another is faltering. Data pickup in the U.S. is not as strong as many had hoped, and most consumers continue to cite price and coverage as the key reasons they buy into a phone and network. How important is mobile content and major-media brands to the mobile eco-system after all, especially when peer-to-peer communication, photo-swapping and mobile social-media seems more important to mobile users than formal content? Hollywood is now competing head to head with user-generated media on the same platform. How will UGC media move more in the direction of polished mainstream media and how will major-media brands still leverage their wares on a one-to-one communications platform, where users prefer speaking to each other? This panel will take a cold, hard look at the challenges facing both branded media and user-generated content as both try to carve a place on a platform where the voice channel remains the true king.

Andres Jordan, Vice President of Innovation and Business Development, T-Systems North America (Deutsche Telekom)
Brent Friedman, Creator, Writer, Producer, Afterworld
Hans Hanspal, EMC
Michael Arrieta, Senior Vice President, Sony Pictures Digital Sales and Marketing
Moderator: Michael Stroud, CEO, iHollywood

10:00-10:10 Featured Presentation:
The Future is Now - How to Make it all Mobile
William J. Hoffman, CEO, NeoMedia Technologies

10:10-10:40 Keynote: Fireside Chat
Paul Scanlan, President, Co-Founder, MobiTV
Moderator: Michael Stroud, CEO, iHollywood Forum

10:40-11:00 Featured Presentation
Donald Wong, Vice President, CTO, Rich Digital Media, EMC

11:00-11:30 Networking and Showcase

11:30-11:50 Keynote: Email Marketing for Third Screen
Keynote session will cover ExactTarget’s research on optimizing email for mobile devices and focus on the continuing relevance of email in a mobile and Web 2.0 world.

R.J. Taylor, Strategist, ExactTarget

11:50-12:40 Mobile TV: Worldwide Early Learnings
While it remains a big question mark in the U.S. market, the take up of streaming and live television around the world has been impressive. The world has much to teach U.S. programmers about the likely tastes and patterns used for this fledgling medium. What have we learned at this early stage about how, where and when people want their Mobile TV? What sort of programming works best? Can existing TV brands easily re-fit programming to this format, or does it require substantial new investment and discrete mobile-ready content?

Bill Sanders, VP Mobile Networks, Sony Pictures Television International
Peter Laurin, VP Multimedia, System Integration and Hosting, Market Unit North America, Ericsson
Ryan Hughes, Vice President of Digital Media, Verizon
Roy Isacowitz, Marketing Director, IP and Mobile TV, NDS
Dr. Muzibul Khan, Vice President, Product Management, Engineering, Wireless Terminals Division, Samsung
Gerard Power, Sr Director Strategic Marketing, Alcatel-Lucent USA
Moderator: Todd Board, Senior Vice President, Ipsos Insight Technology & Communications

11:50-12:40 And Now a Word from Our Sponsor
Ad-support has driven the proliferation of every mass medium since WWII — from radio and TV to cable and the Internet — and it seems poised to do the same for mobile. But what are advertisers looking for in mobile entertainment? Will branded entertainment and product placement be as important here as they are on other platforms? Mobile has tremendous global potential, so how will multi-national brands manage their campaigns — perhaps even synchronize them — from region to region? Many big brands are learning more about mobile marketing from overseas than they are in the U.S. So, what do the world markets have to teach us? And if both media and consumer brands are extending themselves globally via mobile, then how can the two of them partner for more-effective use of the mobile medium as it penetrates new and important markets? This panel engages mobile marketing as it is evolving both in the U.S. and also overseas.

Featured Presentation: Handheld entertainment
Jeff Oscodar, CEO, Handheld Entertainment

Angela Steele, Director, Starcom USA
Mark Renshaw, Digital Strategist, Leo Burnett/Arc Worldwide
Daniel Tibbets, Studio Chief, GoTV Networks
Michael Carter, President & CEO, MyThum Interactive
Moderator: Rick Sizemore, Co-Founder, Chief Strategy & Development Officer, MultiMedia Intelligence

12:40-12:50 Featured Presentation:
Lee Hancock, Go2

12:50-1:30 Lunch

1:30-2:20 Laid-Back: Mobile Gaming Goes Casual
After years of chasing the hard-core gamer with watered down console franchises on mobile, many developers now recognize that simple, casual play rules the deck. Overwhelmingly, classic titles like Tetris and Pac-Man continue to dominate bestseller lists. But there is nothing simple about making these games attractive to users, let alone finding and marketing to audiences who approach these titles, well, casually. How are games companies addressing the unique design and distribution challenges posed by casual gaming on cell phones?

Tammy Robinson , Manager, Games, Verizon Wireless
Paul Whitaker,Games Manager, North America, Nokia
Anthony Borquez, VP, Online & Mobile Business Development, Konami
Michael Romero, Director, Global Retail Marketing & Business Development, Sandisk
Erica Chriss, VP of Strategy and Business Development, Greystripe
Michael Temkin, CTO & SVP, Product Development Hands-On Mobile
Moderator: Maarten Noyons, Managing Director, IMGA

1:30-2:20 Re-Mixing Music on Mobile
Selling music over the air has had a sluggish start in the U.S. market even as sales soar in Asia. But even if U.S. mobilistas do not embrace the phone as a music player, the cell phone has become part of the music marketing and distribution eco-system. Whether it is pushing users to ringtones or using the mobile Web and SMS to promote artists and cement relationships with consumers, the phone is one of the most compelling tools in the music industry’s arsenal. What are the success stories in using mobile to enhance and extend music brands? How are some of the major music companies and their mobile partners leveraging the platform for their talent here and now?

Jeffrey L. Straughn, Vice President, Strategic Marketing, Island, Def Jam
Daren Tsui, Chief Executive Officer, mSpot
John Rosso,SVP, Citadel Interactive
Michael Romero, Director, Global Retail Marketing & Business Development, Sandisk
Tom Lee, Senior Manager, New Product Development, U.S. Cellular
Rolf Schmitz, VP, Business Development - Mobile, PC, Internet Coding Technologies
Moderator: Neil Strother, Analyst, Jupiter Research

2:30-3:00 Two Case Studies

Case Study I
Personalization 2.0: What mobile entertainment providers need to know about persona-shifting:
First, advertisers grappled with time shifting. Then cable providers fretted over place shifting. Now, mobile entertainment providers need to consider the next frontier in consumer behavior: persona shifting. Each of us can take on any number of personas throughout the day. One minute we’re watching Sunday morning cartoons with the kids. The next minute, we’re rabid football fans checking our Fantasy Football lineup. Consumer behavior can change in the blink of an eye. Marketers, mobile operators and entertainment providers who recognize these shifts and deliver content uniquely targeted to our personas can gain a significant competitive advantage. This session will cover ways companies can use the Web to understand, adapt to and anticipate the needs of the ever-changing consumer.

Conleth O'Connell, CTO, Vignette Corporation

Case Study II: Slot Education
Michael Romero, Director, Global Retail Marketing & Business Development, Sandisk

3:10-4:00 The Post-Carrier World: Off the Portal Reservation
While on-deck content distribution remains the most powerful means for getting entertainment content into consumer hands, the U.S. market in off-portal distribution is beginning to follow European trends, where up to 70% of content is “off-deck.” This shift has tremendous implications for media brands trying to establish direct relationships with consumers and leverage their own marketing muscle in developing mobile audiences for their product. Who is doing what in this space, and what are the challenges and opportunities for media brand to circumvent the carriers and go D2C (direct to consumer)?

Chris Petrovic, Vice President, Digital Media, Playboy
Bob Bilbruck, Vice President, Mobile Strategy, US Modular
Conleth O'Connell, CTO, Vignette Corporation
Anil Malhotra, Founder and SVP, Alliances and Marketing, Bango
Terrence Coles, Digital Advertising Competency Co-Lead, EMC
Jon Michael Bukosky, Managing Partner, BFD.media.group
Moderator: Debra Kaufman, Editor, Mobi-lize

3:10-4:00 Media Gets the Message
SMS messaging turns virtually any other medium — TV, print, radio, even concert halls — into interactive experiences. Text messaging is evolving into a remote control for other media — a way for people to interact with other entertainment forms. Who are the real innovators in this space? Who is succeeding in making a real connection between entertainment and consumers via messaging, and how will simple SMS start linking into other opportunities, like m-commerce?

Featured Presentation: IQzone
Michael Bates, CEO, IQzone

Kyle Crawford, Director, Mobile Products, NeuStar Inc.
Paul D. Smith , CEO, mPulse
Steve Livingston, Chief Marketing Officer, mBlox
Victor Siegel, CEO & President, Blue Frog
Alexander Pigeon, VP, International, MLB Advanced Media, LP
Moderator: Avi Greengart, Principal Analyst, Mobile Devices, Current Analysis

4:10-4:40 Keynote

Salil Dalvi, General Manager, Wireless, NBC Universal

4:50-5:30 iHollywood Roundtables

Pre-registered attendees may participate in this roundtable networking session to discuss industry topics and exchange business cards. We will have roundtables with different topics led by moderators. you will discuss the topics. To view the roundtable topics, CLICK HERE.

5:30-7:00 Networking After Party