| 08.30 – 09.00 |
Registration and refreshment
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| 09.00 |
Opening by the arranging committee
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| 09.10 |
Chairmen’s opening remarks
Chairman track 1: Michael Buch Sandager, CEO Denmark, Mobiletech, DEN
Chairman track 2: Steffen Krabbenhøft, Mobile Director, MediaCom, DEN
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| 09.20 |
Keynote speaker, The mobile universe as we see it today
- Which new trends have we seen on the mobile market over the last 12 month?
- Who are the winners – brands, customers, the operators or all of them?
- Branding in a global world
Russell Buckley, VP Global Alliances, AdMob and Global Chairman Emeritus, MMA, UK
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| 10.00 |
Coffee break
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Track 1: Mobile Commerce |
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Track 2: Mobile Marketing / Advertising |
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10.20 Future Insight: Mobile Commerce in Japan
- A US$ 900 million market: Why are 1 out of 3 Japanese mobile Internet users using their mobile to shop? And how is it done?
- How operators, retailers and financial service providers work together to create a compelling mobile shopping experience
- Similarities and differences: Internet shopping vs. mobile commerce
- The present and the future: From mobile online shopping to contactless transactions
Christopher Billich, SVP, Research & Strategy, INFINITA INC., JAPAN
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10.20 Things you need to know about mobile marketing and advertising!
- Mobile adds, is it working?
- What to do and not to do
- How to use mobiles for response
- The Ten Mobile Commandments
Fredrik Oscarson, Mobiento, SWE
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10.55 CASE STUDY: Mobile Commerce in Europe
- Success: Act local, burn global?
- Can you build a shop only for mobile use?
- Where is the profit in mobile commerce?
- mPayment evolution: Hear when to use what
Klaus Jansen-Knor, Sales Director EMEA, Mobile Commerce, Sybase GmbH, GER
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10.55 CASE STUDY: Coca-Cola makes mobile push for Fanta
The campaign was deliberately targeted towards consumers using up – to – date headsets (used by less than 25% of the total mobile audience). This choice was made to tie in with a primary target of tech-savvy consumers in their early 20’s.
- Why use the marketing budget on mobile marketing?
- We only supported a few headset in the beginning, we expect that 25 % of target audience will get new headset in six month
- Marketing and gaming, does it work?
- Were there any surprises?
- Campaign launch in December 2008, this is our results,
Jeff Arbour, Vice President Mobile Integration, The Hyperfactory, US
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11.20 Short break
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11.20 Short break
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11.35 ROUND THE TABLE: What will be the future mobile payment solution?
- Are the operators ready for m-payment?
- Does the business models reflect reality? 20 % revenue stream on digital content, 10% on mobile payment and 1-3 % on credit card
- How do content providers look at the new world for payments?
- Will the biggest mobile payment houses like IPX and Sybase, be bankers in the future?
- When to use mobile payment and when to use other services
- The future value chain?
- The need for a clearing house?
- Jan Hoffman, Mobile Manager, TV-2, DEN
- Mette Grimm Munck, Business Innovation Manager, Danske Bank, DEN
- Morten Hother Sørensen, VP, TDC, DEN
- Peter Bredgaard, CEO, Unwire, DEN
- Mikael Christian Carlsen, Sales Manager, PayEx Solutions, DEN
Moderator: Jane Eis Larsen, VP, ITB, DEN
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11.35 CASE STUDY: Microsoft Mobile Advertising
- Emergence of mobile advertising
- What do Microsoft offer today
- What does mobile advertising look like in the future
Theo Theodorou, EMEA Sales Manager, Microsoft Mobile Advertising, UK
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| 12.10 Lunch |
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Track 1: Mobile Innovation |
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Track 2: Mobile Consumers |
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13.20 CASE STUDY: The mobile advertising market in Denmark
- Who are the players in the Danish market and how to enter the Danish market
- Are the Danish market for advertising big enough, to survive for the future
- Shortlist of results from the Danish market; hear about mobile campaigns, with solid return on investments
Case study: from idea to execution
Carsten Gildum, Founder, Mobile People, DEN
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13.20 CASE STUDY: Analyzing mobile traffic
- How good is mobile analytics? What can it measure?
- What are the options and why is it necessary?
- What can you learn about your visitors and their behaviour?
- How does it compare with traditional desktop tools?
- How to ensuring accuracy and faster reaction times?
Andy Bovingdon, VP Product Marketing, Bango, UK
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13.50 Sound Branding – how use sound in mobile marketing
- What is sound branding
- The power of sound branding in mobile units
- How can ring tones be used as corporate branding like Q8?
Karsten Kjems, Managing Director, sonic branding, DEN
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13.50 CASE STUDY: “Advanced” User Interaction
- User involvement in the innovation process
- Categorising and conceptualising the term mobility
- Development of a mobile diabetes service
- Involving patients, nurses and doctors in the process
- Improving the life of people with diabetes
Dan Saugstrup, Business Consultant (PhD), HiQ, DEN
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14.20 CASE STUDY: Let your future employees find you using mobile!
- Mobile recruitment as a stand-alone platform can be risky
- But if you add additional targeted media you could be on the path to success
- See DONG Energys mobile solutions
- See how DONG Energy converted mobile users
- How radio was brought into play
Hans Theisen, CEO, media|works, DEN
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14.20 CASE STORY: Carlsberg - Festis, Sweden
- How to use mobile marketing when branding a product
- How to develop a mobile strategy – by focusing on the target and your target group
- How to go from 0 to 8.000 direct users in a viral marketing campaign
Peter Lustrup, Sales Director, More Mobile Relations DEN
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14.40 Short break
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14.40 Short break
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14.55 CASE STUDY: Get Customers! – use Mobile Gaming
- Use interactive gaming, to get your customers interest
- How to get customers from Internet adds to the Mobile site
- Give the customers a reason, and they will give their loyalty
David Ruben Karpantschof, CEO, PortaPlay, DEN
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14.55 CASE STUDY: Nokia as the advertising channel
- Nokia Interactive Advertising can bring brands to a potential global audience of 3.3 billion, hear how they do it
- How did Nokia help Dolce & Gabbana to increase brand awareness
- See a live demonstration of Nokia Interactive Advertising
Xavier Jolas, Sales Manager Nordics, Nokia Interactive Advertising, NOKIA Corporation, FIN
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15.15 |
Break with coffee and fruit
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| 15.35 |
Keynote speaker
What are the global trends on the mobile market? Will there be a Mobile 2.0, Local Bases Services, Always on with LTE, Payment with NFC and much more?
Kurt Sillén, Head of Ericsson Mobility World, Ericsson, SWE
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| 16.15 |
Closing remarks from chairmen
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| 16.35 |
Wine, beer and chips sponsored by MEDIACOM
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