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Welcome.. And An Introduction To The Mobile Web

An overview of the mobile web and how it compares to the fixed web. We will examine context of use, limitations and advantages and how it's about to change everything

Justin Oberman-CEO, MoPockets

10:30–11:00

Who, What, Where And Why Of The Mobile Web

This session answers what services are currently in demand from around the world, what demographics are using them and why are they being used.

Eswar Priyadarshan, CTO Quattro Wireless

11:00-11:30

A Business Case For Developing A Mobile Site

A business perspective on what you need to know when developing a mobile site. We will examine the various technologies and services that will take your site mobile as well as time needed, costs and expected ROI.

Rick Cecil- Director of User Experience, FRY

Understanding Mobile Search

Understanding how the mobile search engines work for both organic and paid search and how to use keywords and link strategies. Learn where to bid and the different ways to bid as well as examining the various mobile search advertising programs available.

Jorey Ramer- VP Corporate Development, JumpTap

Networking Lunch

Mobile Billing and Payment Options

The answer to converting a greater share of cash and card transactions to mobile transactions is to make them easier and faster for all mobile users.

This panel will discuss security and fraud issues for your visitors and how WAP billing and SMS fit into the world of mobile billing and payments. Learn how WAP billing and SMS are proving to be an important tool for use by banks, and others in customer service industry, and how to avoid the headaches of billing, while easing the use for the customer.

Adam Kerr- VP North America, Bango

Brian Johnson- Sr. VP Americas and Asia Pacific- mBlox

1:30 – 2:15

Panel: Mobile Marketing Strategies, What Works and What Doesn’t

This session will give you an overview of how mobile marketing differs from all other media and its advantages and disadvantages. Mobile ad campaigns, strategies and case studies will be discussed

Tony Phillip- CEO, UpSnap

Jason Thibeault- CTO, GoWare

Moderator: Annie Turner-Partner and Sr. Editor, GoMo News

Get Noticed: Getting The Media To Take You Seriously

How to get the media to listen to you, report on you, and cover you with positive results from one of the top PR minds in the industry. How to contact the media, what media you should be talking to, how to write the perfect pitch, when and how to follow-up , how to learn what the reporter is covering before they cover it (assuring you get in) ,overviews on how to arrange a media tour and how to get the editors to give you 30 minutes

Peter Shankman- CEO, The Geek Factory

2:45 – 3:30

Mobile Communities: What Are They And How Do I Make Them Work For Me?

A discussion on mobile social networks and how they extend the reach of social interaction. How to create a special interest community related directly to your brand or service and how to monitize your community.

Dan Rosenberg- VP of Business Development , Rave Wireless

Myk Willis- Chief Technology Officer, mVisible

David Harper-Founder, Winksite

Moderator: Justin Oberman-CEO, MoPockets

3:30 – 4:00

How dotMobi Enables The Mobile Web

Understanding how dotMobi bridges the gaps between handset manufacturers, mobile carriers and content providers by using identity services, tools and directory services

James Pearce- Vice President of Technology, dotMobi

4:00 – 4:30

How 10,000 Users Have Created Standards Compliant Mobile Websites On Their Own…In Just A Few Minutes.

"The mobile web from the standpoint of content is in its absolute infancy", admits Neil Edwards, CEO - dotMobi. What's missing is an easy-to-use tool that will enable anyone to quickly create & publish mobile web content that works seamlessly across all mobile phones. This presentation will demonstrate how anyone who can check email and browse the Internet, can build professional looking, fully standards compliant mobile websites on their own... in just a few minutes

David Hill-Director Mobile Web Initiatives, mobiSiteGalore

Opening Night Network Reception In Exhibit Hall

Remarks From The Chairperson

Ajit Jaokar-Co- Author of the book “Mobile Web 2.0” and Founder of Futuretext      

9:15 - 10:30

Super Session:

Meet The Mobile Browsers

This open discussion will introduce you to the leading web browsers. You will hear directly from the experts on how to effectively display web pages for commerce, entertainment and news in order to provide a desktop-like web experience

• Current state of the mobile browser
• User habits from around the world
• The do’s and don’ts of design
• Advantages of the mobile browser
• Understanding the limitations
• New technologies that improve user experience
• Trends and evolving browsing behaviors

Jon S. von Tetzchner-CEO, Opera

Anna M. Chagnon- President & CEO, Bitstream
Sanjiv Parikh- Director for the Emerging Business Team, Microsoft
David Staas- Director of Product Marketing, Openwave
Craig Cumberland- Head, Technology and Applications Marketing, Mobile Software Sales and Marketing, Nokia

Randy Cavaiani- VP of Marketing and Business Development, Novarra

Super Session:

Meet The Mobile Search Engines: An Open Discussion On Functionality, Limitations and Advantages

Consumers want to get the relevant answers that they are looking for fast and efficiently.
This key session will focus on the latest developments in mobile search, its limitations as well advantages to the fixed internet and its affect.

• Defining mobile search and its differences to PC based search
• Factors that make a successful search experience
• Profitable business models
• Delivering personalized and relevant information
• Factors that drive usage and increase ARPU
• On and off deck content search
• Establishing partnerships
• Location based search
• Using keywords
• The future of search and discovery

Gummi Hafsteinsson- Product Manager, Google Mobile

Craig Cumberland- Head, Technology and Applications Marketing, Mobile Software Sales and Marketing Nokia
Jorey Ramer- VP Corporate Development, JumpTap

Brendan Benzing, VP Product and Marketing, InfoSpace, Inc

Delivering The Ubiquitous Web Experience

In the Web 2.0 world, it is said that there are more web applications that are better fit for mobile than the desktop. The combination of adopting web standards and technologies such as Ajax, Flash and Rich Internet Applications including rendering technology are enabling these Web 2.0 applications. They are increasingly driving the rich Web interaction and experience that WAP technology fell short on.

This session will address the importance of providing untethered Web experience to provide ubiquitous Internet experiences from the desktop to the mobile world and beyond. It will also explore new and emerging business opportunities and models by using the mobile browser as a possible application platform. The session will also include a hands-on demonstration for creating these next generation Internet experiences, showcasing tools and techniques for transforming the desktop Web experience to one that is "on-the-go".

• New services, revenue streams and emerging business models for Mobile 2.0
• Removing the barriers that will enable mobile Web through adopting ubiquitous Web technologies     and standards

• The role of the browser as the next application platform

Jon S. von Tetzchner- CEO, Opera

12:15 – 1:15

Lunch - Exhibits Open

Track 2:Design and Development

Led By: Cameron Moll

1:15 – 2:00
Expanding To Mobile Commerce: Mobile Web Trends and Strategies

With more than 236 million mobile phone users in the U.S. and 2.7 billion users worldwide, more and more consumers are living a mobile lifestyle. The mobile phone has become as essential as a person’s keys and wallet, and this shift in behavior is opening a wealth of opportunity for marketers wishing to reach, impact and sell in ways never leveraged before. This panel of industry thought leaders will examine the advance and growth of the mobile commerce segment and trends and strategies marketers must know in order to stay ahead of the competition.

Dan Wright- CEO & Co-founder, mPoria

David Gill, Director of Mobile Media,Telephia

Indy Bishop- Dir. of Marketing, Moosejaw Mountaineering Menekse Gencer- Director of Business Development, PayPal Mobile, PayPal, Inc

1:15-1:40

Mobilize Your Web Content In 10 steps

This session is designed to give you an understanding on the mobile Web, and how the use of Web standards help create effective Web sites and applications that work well on mobile devices.

Matt Womer- W3C Mobile Web Initiative Lead, Americas

2:00- 2:30

Building Consumer Confidence In Mobile Payments

Providing consumers with a transparent and safe payment method is important in building consumer confidence in mobile payments.  This session will examine the various payment options and show how to achieve more transactions.

•Examining the various mobile payment options and platforms, which are preferred by customers?
•Payment security issues
•One-click payments
•Pay per access and subscription services

•Negotiating billing rates

•Achieving more transactions, higher conversion and low refund levels

•New innovations and applications

Martin Harris, SVP Sales, Bango

1:40- 2:00
Managing Device Diversity

Device diversity represents one of the biggest challenges for the Mobile Web - each new feature, updated capability or extended attribute is another variation in the delivery context that must be addressed by content and service providers. To operate in such a rapidly changing environment, adaptation solutions must constantly keep up-to-date with the properties of new devices to ensure that the end-user experience is optimized.

• How to create and make use of device descriptions to deliver optimized end-user experiences.
• Technical challenges faced by adaptation systems and solutions to address these challenges.
• Insight into mobile community efforts, such as those in the W3C
• How YOU can influence the future of the mobile Web

Dr. Rotan Hanrahan- MobileAware

2:30 –3:00
The Future of Retail, Why Mobile Matters Most For Local Search

The mobile phone is increasingly becoming the most important tool for local search. Businesses that once relied on paper, or even the Internet, can now connect to consumers on a far more relevant level using mobile devices. This session will look at the challenges of local search – including:

• How customers search for items, locate the best deals and purchase all over the mobile web
• Carrier, LBS and consumer challenges
• Examining key players in the market
• Case studies on successes
• How businesses can effectively use this tool

Alex Muller- CEO GPShopper

2:00- 2:30
Deploying Mobile Widgets

Widgets are becoming common on the Web. With the proliferation of full web browsers on the Mobile Web (i.e. browsers supporting the Web standards like Javascript and CSS), we are seeing the deployment of Widgets on the Mobile Web. Widgets lend themselves naturally to the Mobile environment due to their simple, monolithic format. However, this is a new area and there are many pitfalls associated with the deployment of Widgets to the Mobile Web such as standards, optimization, access to device APIs etc.

• Design issues relating to the Mobile Web
• Practical examples from iPhone, Nokia and Opera

Ajit Jaokar-Co- Author of the book “Mobile Web 2.0” and Founder of Futuretext

3:00 – 4:00
Panel: Mobile Advertising: Targeting Your Message To A Qualified Audience

The mobile channel is quickly becoming one of advertisings fastest growing areas. This panel of experts will go over the steps necessary to design and effective mobile advertising campaign.

• What you need to start a mobile campaign
• Tying your advertising to your mobile website
• Building brand awareness via the mobile
• Developing customized campaigns to engage your target audience
• Advertising guidelines
• Costs involved
• Industry challenges
• Case studies on effective mobile campaigns
• Branding vs direct response, which is right for you?

Zaw Thet- CEO, 4Info
Omar Tawakol- Chief Advertising Officer Medio Systems
Dan Flannegan- CEO, Brand Anywhere

Eswar Priyadarshan, CTO Quattro Wireless

Frank Riva-Sr. Director Industry Markets, Apptera

Moderator: Annie Turner-Partner and Sr. Editor, GoMo News

2:30- 3:00
Pragmatic Mobile Ajax- An Ajax Library for Constrained Browsers in Action

The Frost Ajax library is a tool for Ajax development on constrained browsers, such as those on mobile phones or gaming consoles. Frost provides the community with a library that can help to implement Ajax powered mobile web applications and widgets, it is an open source
project and available under a MIT license. It is intended to make Ajax development on those devices possible and easier.

• How and why the Frost library came to life
• Underlying approach, differences to other libraries
• Browser support and supported devices
• Demos, how to use Frost and what it can so
• Best practices in developing Ajax powered web applications on constrained devices

Rocco Georgi- Co-Founder, Pavingways

4:00- 4:30
How Advertisers Are Seeing ROI From Buying and Selling Mobile Web Ads

The mobile web is now showing both content providers and advertisers the money. This session will cover both how to buy mobile ads on other sites and how to sell mobile ads on your site.

• Best strategies for mobile marketers to consider
• How to incorporate the mobile web into current campaigns, painlessly
• Selling ads on your mobile site and turning traffic into revenue
• Finding the right channel(s) for your ad
• Profiling geographic and demographic data
• Cost involved with placing an ad
• Targeting and personalization of your message
• Personalizing to the viewing device

Omar Hamoui- CEO AdMob

3:00- 3:30

Making My .mobi

This session will give you and understanding of the the rationale and applications of .mobi compliance and best practices

James Pearce- Vice President of Technology, dotMobi

4:30- 5:00
Navigating The Mobile Marketing Landscape

Mobile marketing offers advertisers a unique and special way to reach consumers and develop a one-to-one relationship.  Though the opportunities are endless, as with any marketing and promotional campaign, there are legal rules of the road that must be followed. Many of these are unique to the mobile arena.  Proactively dealing with these issues can help a campaign be a success and avoid unwanted consequences later. 

This session will give attendees an overview of the hot issues that apply to mobile marketing and practical tips to help advertisers, service providers and all participants in mobile marketing take advantage of the mobile opportunity.

• Text messaging campaigns
• Sweepstakes
• Can spam for wireless

• Privacy

Gary Kibel-Davis & Gilbert LLP

3:30- 4:15

Web Performance Strategy For The Mobile Phone Era

Given the iPod’s success, we’d be foolish to underestimate the market potential of the iPhone and similar devices that will let consumers view full web pages on the go. These devices will open up a new can of worms for companies who design their web sites for standard desktop browsers and toss off a version for the simplified interfaces of today’s web-enabled phones.

Organizations will need to redouble their efforts to ensure that users have superior experiences across every channel, wireless or otherwise, even as those channels proliferate. This calls for a coherent web strategy that starts with web performance.

• How to improve the mobile web experience and, thus, the success of the device
• How to identify any web performance problems on the fly and fix them
• how to objectively measure the quality of the actual customer experience on any platform across any connection in any geography under any load
• Other factors affecting the mobile web experience, including bandwidth and processing power.

Faraz Syed-CEO, Mobile Complete

Manny Gonzalez-Sr. Director of Mobile Technology, Keynote Systems

James Pearce- Vice President of Technology, dotMobi

4:15- 4:40

Smart Phone Security "Perfect Storm - What's The  Forecast?

This presentation will discuss smart phone usage born on the consumer side and now invading the enterprise. Symantec will provide data and recommendations on how IT managers, CIOs and CSOs can prepare for and deploy handheld mobile device security (namely smart phones), and the governance challenges that come along with this evolving technology.

Smart phones-the latest step in mobile device evolution-must be secured in, and out of the enterprise:
•Integrated Protection: Protection from unwanted network intrusions, as well as from viruses, Trojans, and worms
• Centralized Management: Administrators must be able to configure, lock, and enforce security policies either remotely or locally
• Comprehensive Response: Enterprises need automatic wireless security and application updates that ensure current on-device protection

Paul Miller- Sr. Director of Mobile and Wireless, Symantec

4:40- 5:00

A Power Users Perspective On Effective Mobile Web Design And Open Discussion.

Who are the major sites that are doing well and why? Learn from these examples of succesful mobile web design.

With no less than eight major phone operating systems and four major browsers to contend with, Brett will show how to sort thought these challenges when designing a site.

Brett Tabke-CEO, Webmaster World

                  6:00- 7:30                                   Networking Reception in Exhibit Hall

Extending Your Media Brand To Mobile

Newspapers, magazines and other media are using this innovative new medium to reach their customers. This session will show how early adapting companies are creating new sources of revenue while capitalizing on the emerging mobile marketplace.

• Why establish a mobile presence?
• How does one create compelling mobile experience?
• What business models available to generate revenue?
• How to drive traffic to your mobile site?
• Case studies of successful deployments by media companies

Boris Fridman- CEO, Crisp Wireless

9:30 - 10:00

Operator Content Guidelines: What You Need To Know

To provide consumers with the information and tools they need to make informed choices when accessing content using a wireless handset, CTIA and the participating wireless carriers have voluntarily adopted Guidelines for Carrier Content Classification and Internet Access. Mark will discuss these important guidelines as well as content rating standards.

Mark Desautels- Vice President, Wireless Internet Development, CTIA

Super Session:

Mobile Social Networking and Mobile Communities

As mobile devices get better and consumers get more acclimated to using the mobile web, people are discovering they can use their mobile phones to not only tap into the virtual communities they've built on their PCs but also find entirely new communities based on their current geographic location, interests and needs.

• What are the drivers of mobile communities?

• The difference between online and mobile communities

• What kinds of services are most attractive to consumers?
• What the industry must do to grow usage rates
• Increasing customer retention through mobile communities
•Where is the money: Ad funded or subscription based?

Shawn Conahan- Founder, Chairman and CEO, Intercasting Corp.
Antonio Vince Stabl- CEO, Gofresh itsmy.com

R. Paul Singh- President and CEO, PixSense
Moderator: Rick Cecil- Director of User Experience, FRY

Privacy, Access, And Law Enforcement In The Mobile Information and Entertainment Age

As concerns about consumer privacy, net neutrality, and access by law enforcement to mobile devices and applications continue to grow, providers of mobile information and entertainment services face an increasing array of regulatory requirements that can impact their service offerings. This session will explore the various privacy, access, and law enforcement issues that can result, including current and pending regulatory requirements that are shaping the way in which providers of mobile information and entertainment services operate, including:

• Legislative and regulatory initiatives to protect consumer privacy
• Net neutrality and the struggle over who has the right to control access to mobile platforms, services, and applications
• Legislative and regulatory initiatives to secure access by law enforcement agencies to mobile platforms, services, and applications

Todd Daubert- Partner, Kelley Drye & Warren

11:30 – 12:30

Super Session: Mobile Web Infotainment Case Studies

From leading entertainment & CPG brands, companies are discovering the power of implementing a mobile element with their marketing campaigns.  However when tailoring your campaign, the options are numerous – from polling, alerts, mobile clubs, GPS-enabled services and many more – and at times can seem quite confusing.  This session will show real world successes and obstacles that companies had to deal with when going mobile

Learn from the worlds leading mobile enablers and media companies on what has worked (and what has not) in case studies involving the worlds leading media and entertainment companies

•Customize mobile editions of your information and entertainment website

•Monetizing your content

•Adding content downloads to increase usage

•Marketing strategies that work

Traci Van Deventer- Director, Mobile Products, The Weather Channel Mobile
Keith Gerard- CEO, Mdog
Steve Leonard- General Manager, Motricity

                                            BREAKOUT SESSIONS

Track 4: Network Strategies:

1:30- 2:00

RSS As A Tool To Mobilize Content

This session will cover how large and small publishers can benefit by mobilizing their content via their RSS feeds.  The emergence of  RSS Syndication and RSS Readers changed the way people consume Web content.  The same principles that made RSS successful on the Web can also be applied to the Mobile Web and benefit publishers.

Benefits for publishers mobilizing via RSS include:
 

• open standard that can work across the myriads of devices and carriers
• little or no integration and development cost
• faster more usable experience on small screens/keypads
• personalized and timely content
• increased usage with less data cost

John Goodall-CEO, Litefeeds

1:30- 2:15

Discussion: Mobile Operators: Trapped or Saved by the Mobile Web?

Mobile Operators’ traditional bases of success depend on their being in charge of customer relationships and controlling the revenue streams, however, revenues and margins of the main mobile revenue streams (voice and narrowband messaging) are under pressure, and prospects for new revenue streams are intimately linked to the multi-dimensional mobile Web, which exhibits several distinctively different characteristics from the fixed Web. Also, Major Web players are trying to enter the mobile space and hence are at odds with the mobile operators

The logjam will be difficult to break, and the outcomes will be influenced by multiple factors including:
• Regulatory and public policies regarding “wireless net neutrality”
• Applications of technologies such as traffic or packet shaping
• New spectrum allocations
• Eventual role of upload as well as download capacity
• Balance of negotiating power between mobile and fixed operators, Web players, Content owners, mobile device suppliers.

Martyn Roetter- Principal TIME Practice, Arthur D. Little

Amy Leyh- Director Of Marketing, Bytemobile

James Pearce- Vice President of Technology, dotMobi

2:00- 2:30
Hyperlinking The Real World..Snap And Get Infotainment For Mobile Marketers

As marketers move beyond vanilla mobile search, they seek to touch consumers in more qualified and contextually-based ways, which generate an instant and lasting brand impression. Enter mobile visual search, one of the fastest growing areas in mobile marketing. Mobile visual search enables consumers to "hyperlink" the real world by allowing them to "snap and get" information or branded entertainment content about any real world image or article. From movie billboards to bookcovers to articles of clothing and cans of soda, we can "snap and get" coupons, branded games, ringtones, full-track music or other content that keeps brands top of mind with consumers.

Ameen Ahmad, VP-Product Management & Marketing, SnapTell, Inc. 

2:15 – 2:45
Driving Network Revenue Through Usability

It’s time for facilitators of wireless content to plant a stake in the ground. Carriers continue to search for new ways to monetize their networks and target services towards customer segments that might not otherwise be interested. But as operators continue to develop these services, one critical detail is often overlooked: usability. How can companies entice consumers to use advanced features when most can’t even get photos off of their camera phones?

• How operators can translate technology advancements into dynamic, streamlined user experiences.
• Why companies continue to struggle to maximize revenue opportunities from their data networks, and why the key to solving this problem lies in usability, not technology.
• How carriers can act as a facilitator for creating and sharing content among mobile communities.
• Easier models for carriers to monetize their data networks and provide end-users with a safe and private avenue for sharing their content.
• Telling statistics that illustrate what the industry is currently doing to decipher the usability puzzle and what still needs to be done.

Dan Shapiro- CEO, Ontela

2:30 – 3:00

Mobile Displays... Driving The Mobile Entertainment Market

This informative session  will give you an overview of todays mobile display technologies as well as displays we will begin seeing in the near future.

See the really cool displays that will enhance the user experirece and help drive the mobile entertainment market to new heights

Steve Sechrist- Senior Analyst, Insight Media

2:45- 3:15
The Business Of Convergence

This session will cover the Multi Access Network approach to converging cellular and WLAN technologies. The convergence of the two technologies will ultimately help achieve true broadband mobility for users, and provide real revenue growth for operators.

Benefits of implementing Multi Access Networks include:
• How they buy fixed operators, mobile operators and service providers time to better predict which services people really want (that cross the chasm into mainstream adoption)
• How they enable operators and providers to earn new revenue streams and increase subscriber loyalty faster
• As an IP-based fixed mobile convergence solution, they provide a strong migration path to IMS – the next generation of IP-based services

Tom Hussey - Dir. of Business Development, Azaire Networks

3:00 – 3:30

Learning For The New Mobile Society

The way that we live, work, play, and learn is being impacted by the increasing mobility of our society. For mobile innovators, it is our responsibility to design for the needs of our changing audience. In this session we’ll examine key trends, design techniques, and technologies that are fast emerging to meet the challenges and changes of today and tomorrow. How do we design for stolen moments of learning, rather than entire classes? We’ll explore world class examples of mobile (m)Learning from academia, government and industry. Learn how to stretch the boundaries of learning technology to include not just eLearning, but mLearning. See how companies like 3Com, Vodafone, Nokia, Symbol and others are delivering value through mobile learning content. Explore advanced concepts like mobile learning games and simulations, location awareness, transcoding, mobile social networking and collaboration.

David Metcalf Ph.D- Researcher, University of Central Florida

3:15- 3:45

Leveraging Location Based Services

The mobile market is on the cusp of a dynamic industry shift, as real-time communications are converging with traditional forms of messaging and delivery. Location-based services (LBS) in particular are beginning to gain prominence with carriers as a way to provide subscribers with additional services including custom advertising and other information based on a subscriber’s location. Major carriers such as Sprint Nextel are leveraging LBS services for everything from employee location to efficiently assign activities and tasks to serving up targeted content to subscribers based on a subscriber’s location.

• The state of LBS
• How client-based applications (mobile widgets) are well within the reach of carriers
• Add these location-based API’s to existing mobile offerings to create compelling and highly relevant mobile data services that can drive Web content consumption on mobile devices and build new revenue streams.

Jonathan Spinney- Sr. Manager of Developer Relations & Marketing Openwave Systems, Inc

3:45 Close of Conference