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Mobile devices are rapidly becoming the dominant way of accessing on-line services. It is increasingly important to make this content usable for the current 4.6 billion mobile users globally, but also increasingly painful for the content owners. All dimensions of this space is growing at an accelerating pace driven by improved handsets, mobile subscriber growth, a massive shift in consumer behavior and the fall of mobile operator’s walled garden strategies.
When Eric Schmidt, CEO of Google says “We plan to make mobile the answer to pretty much everything” it is a sign that mobile is becoming the most important on-line media – and perhaps the most important media worldwide. More and more companies no longer test this ‘fun new communication channel’ – because mobile is becoming a part of the company’s core communication and distribution strategy.
Optimizing mobile services based on the end users device, browser, location, interaction model and social context makes these services more relevant and usable. This boosts traffic and amount of recurring users, and improves mobile conversion rates. It is essential to utilize all the unique aspects of the mobile channel in order to unlock the full value of mobile enabled services, B2B/B2C customer paths and creation of new business models.
These are the some of the issues that Mobile Copenhagen will address this year. Along with interesting case-stories that emphasize the suggestions above, this third Mobile Copenhagen will be inspiring and educational for all participants. However, Mobile Copenhagen is also a major networking event. A new addition to this year’s conference is the Networking Dinner – a great chance to meet colleagues and players from all over the mobile industry.
We look forward to seeing you at the third Mobile Copenhagen conference on Thursday the 16th and Friday 17th September 2010.
Steffen Krabbenhøft
Chairman & Mobile Director, Mediacom
Michael Buch Sandager
Chairman & CSO, Mobiletech
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Thursday september 16th |
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12.30 - 13.00 Registration
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13.00 – 13.20 Opening remarks from the Chairmen of the Conference
Steffen Krabbenhøft, MediaCom and Michael Buch Sandager, Mobiletech
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Wellcome to a Mobile World
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13.20 – 14.00 Keynote speaker: What separates the Mobile Phone from other Marketing Channels?
There are many different marketing tools to reach the end user. Paul Berney from Mobile Marketing Association (MMA) has an in depth knowledge of what makes the Mobile Phone different compared to other traditional marketing channels. For instance the Mobile Phone is the only channel where you can access your customers 24 hours a day – year round – no matter where they are situated geographically.
Paul Berney, Managing Director EMEA, Mobile Marketing Association, England
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14. 00 – 14.30 Keynote Speaker: An analysis of the market place and the typical Mobile User.
AC Nielsen monitors the marketplace for Mobile Phones and the behaviour of the Mobile User as part of their extensive coverage of Scandinavia and the rest of the world. Based on their analytics you will get a unique and visionary idea of what services the present and future Mobile Phone user are using on a regular basis today – and what services they will expect in the near future. The focus will be on the experienced users – who are using the phone for much more than just making phone calls and text messaging (SMS)
Tim Larsen, Head of Business Clients, The Nielsen Company
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14.30 – 14.45 Coffee Break
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Mobile Marketing today
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14.45 – 15.05 The big Picture - Which platforms are available for Mobile Marketing Campaigns? And what is the meaning of the different technical terms?
SMS, Android, Grid Technology, Displays, Apps, Call-2-Action, Barcodes or M-Commerce?
The Mobile Phone is capable of much more than text Messaging (SMS). The 2 Chairmen of the Conference will give you the big picture and let you know what the different terms means. They will also give you an idea of when to use the different technologies.
Steffen Krabbenhøft, MediaCom og Michael Buch Sandager, Mobiletech
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15:05 – 15.20 Case story: Kiloo, iPhone apps,
How to accomplish more than 3.5 milllions download via the Iphone platform?
Kiloo has the answer – because that’s what they have done over a short period of time. This Case will present their success story.
Jacob Møller, Chief Executive Officer, Kiloo
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15:20 – 15.40 Case story: Copenhagen Fashion Week at Mobile Copenhagen
Wonderful Copenhagen will tell how the fashion world is using mobile to communicate at Mobile Copenhagen. Furthermore, Ole will tell about the both positive and negative learning of mobile application development in relations to events and destinations.
Ole Kjaer Mansfeldt, R&D Manager, Wonderful Copenhagen
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Mobile Commerce
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15.40 - 16.10 Mobile Commerce in the Nordic Region
PayEx is on of the biggest clearing houses in Scandinavia and they have a 100% focus on Mobile Commerce. PayEx launched their own solution for NFC payments last year and they have several thousands students in the universities using PayEx for purchasing services at the university. PayEx will let us know – how they expect the Mobile Phone to be an every day instrument when it comes to buying on-line.
Mikael Hellberg, PayEx
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16.10 – 16.30 Case Story: M-commerce at DSB (Danish Railways)
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16.30 – 16. 50 Case Story: TBA on our website www.mobilecopenhagen.com/font>
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16.50 End of day 1
18.00 – 22.00 Networking Dinner
(Restaurant i Copenhagen City. The venue will be announced later)
Please remember to sign up for the dinner – it is available for only DKK 995,-
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Friday september 17th |
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09.00 – 09.20 Opening remarks by the Chairmen
Steffen Krabbenhøft, MediaCom and Michael Buch Sandager, Mobiletech, Mobile Communication
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Mobile Communication
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9.20 – 10.00 The Mobile Phone as a mean of Communication
The Mobile Phone increases the possibilities of direct interaction with the users no matter where they are located. You will often see TV-shows interacting with the mobile users – i.e. through the voting procedure for the X-Factor competition – or as a way for the viewers to send a birthday greeting to the Queen. The newest generations of Mobile Phones enhances the possibilities and makes it easier to “think” user-interaction into live television. Get a feel for what we can expect in the future…
Christiane Vejlø, Digitale trends og Elektronista livsstilsekspert, But Why
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10.00 – 10.25 Case story: Al Jazeera: Make your reader your reporter
Peder Drege, Adactus, Norge
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10.25 - 10.45 Case story: Smartrunner.com
Smartrunner.com makes it possible for the users to let their Mobile Phone function as their personal trainer. Smartrunner utilises modern technologies as apps and GPS data – to create a cool service for their users.
Alexander Trommen, Smartrunner.com, Germany
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10.45 – 11.00 Coffee break
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Mobile advertizing
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11.00 – 11.45 Mobile add networks
15 years ago the concept of banner-adds were brand new. We are now all familiar with terms like the number of unique viewers, clickrates etc. The same types of statistics are available for Mobile Sites. Smaato is one of the worlds leading companies in the area of analysing banner - adds. They are in charge of advertising campaigns in more than 220 countries and have access to 40 International networks. Get an insight into how they look at the future of mobile advertising and get the insiders tip on what type of marketing that gives you the greatest response.
Harald Neidhardt, CMO & Co-Founder, Smaato
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11.45 – 12.45 Lunch
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12.45 – 13.10 Choosing the right channel strategy – The difference between success and failure
Picking the right Channel Strategy is essential for difference between success and failure. You need to know what to choose to get it right. Hans Theisen from Mediaworks is an expert in this area. He has among others worked with customers like Danske Bank, Telia and Dong Energy. You will learn more about what to pay attention to in this area and get the fundamentals right for your future Mobile success.
Hans Theisen, media|works aps
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13.10 – 13.30 Award Winning - Case Story: Adidas
This case story won the category for “Best Display EMEA” at the Mobile Marketing Awards 2009 in Los Angeles.
Emil Salonen, Sales Director, Mobiento, Sweden
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13.30 – 13.50 Case Story: Sprite goes mobile
Printed vouchers and discount coupons will not exist in the future. The Mobile Phone will be the new media for these types of marketing activities. This case tells the story of how Sprite distributed 2500 free sodas as part of the “Sell Your Mother” Campaign.
Jesper Katz, CSO, MOBNET, and David Ventzel, CMO & Founder, ScreenTicket
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The future of the Mobile World
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13.50 – 14.20 Keynote Speaker : Put the emphasis on the User and the Content
The display-devise is just a way of showing content. The future will give us many different types of handheld terminals and many different ways to distribute content. It is very important to make a clear distinction and separate technology from content. If you choose a strategy, where you will develop applications/content for a specific technology – you will run a huge risk of becoming obsolete with the technology.
The future at Opera is called One Web – the content should be available for everybody – no matter where you are or what type of Terminal/display devise you are using.
Opera, Norway
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14.20 – 14.30 Closing remarks from the Chairmen
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