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Global Strategies in Mobile Marketing Revealed at CTIA WIRELESS I.T. & Entertainment 2008®


August 14, 2008

Perspectives from Carriers, Brands, Consumers and Ad Agencies Address the Fundamental Changes Taking Place in the Global Mobile Marketing Space

Washington, D.C. – CTIA WIRELESS I.T. & Entertainment 2008® has announced details of the mobile marketing sessions comprising this year’s education program.  With an increased presence by international brands, carriers, research firms and ad agencies, Marketing – The Mobile Channel will provide detailed analysis into the future of mobile marketing worldwide. CTIA WIRELESS I.T. & Entertainment takes place September 10-12, at Moscone West in San Francisco.

As mobile saturation approaches nearly 80 percent in the U.S. there is little argument that mobile provides an incredible opportunity for brands to interact with nearly every consumer demographic. The mobile marketing track is based on four fundamental components driving the segment, including opportunities, impediments, enablers and mobile commerce. These components will be examined from the perspective of various stakeholders including agencies, content providers, brands and wireless providers throughout the sessions.

“CTIA has always been a place for marketers to come together and examine the opportunities for reaching consumers via their mobile devices,” said Robert Mesirow, vice president and show director for CTIA. “We have a great lineup of speakers who are preparing to deliver case studies, metrics and strategies that demonstrate the powerful reach of brand messages over the mobile channel that strengthen and extend more traditional forms of advertising.”

Marketing – The Mobile Channel sessions and speaker highlights include:

  • Mobile Marketing and Advertising Metrics: Establishing Meaningful Benchmarks and KPIs. Experts from Bango, Kinetic, Nielson Mobile and M:Metrics will outline the metrics needed to drive substantial investment in mobile content delivery and how new benchmarks can showcase mobile’s capabilities compared to other media. Moderated by Adam Guy, general manager of research firm Compete.
  • Mobile Marketing Ecosystem: What Carriers Want? An important piece of the puzzle, carrier representatives from Alltel, AT&T, Sprint, T-Mobile and Verizon Wireless will address what they want out of marketing deals and how to best align with the critical issues raised by consumers, content providers, aggregators and application providers. Moderated by Eric Bader, partner of Brand in Hand, Inc.
  • Mobile Marketing Ecosystem: What Brands and Agencies Want? Representatives from Yahoo! and Magic Johnson Enterprises will join marketing agency experts from Ansible to examine what they want out of marketing deals and what it will take for mobile to become an integral part of their peers’ overall marketing strategies. Moderated by Mark Lowenstein, managing director of Mobile Ecosystems.
  • Legal Issues – Keeping the Perfect from Becoming the Enemy of the Good. As the industry continues to implement and seek solutions to consumer protectionism, truth in advertising and marketing to children, lawyers from AT&T, Verizon Wireless and Virgin Mobile will discuss how the industry is responding to some of its toughest issues to date. Moderated by Michael Altschul, executive vice president and general counsel at CTIA–The Wireless Association®.
  • mCommerce: Device, Application, or Technology? The entire ecosystem is interested in monetizing the transaction capability of the mobile phone. Advanced device capabilities coupled with billing applications and emerging technologies, such as NFC and OTA, are working together to make it happen. mCommerce notables from Nokia, Moblico, Vivotech and Obopay will address the opportunity for off-deck growth in the U.S. and determine the viability of this financial concept to drive consumer action and directly impact sales. Moderated by Karen Webster, president of Market Platform Dynamics.
  • Consumers, Mobile Devices, and LBS – Defining the Marketing Zen Moment. The mobile device is perfectly suited for new and engaging ways to reach consumers – in the right place and at the right time. Logistically astute experts from Loopt, Tele Atlas, Millennial Media and LOC-AID Technologies will discuss the power of reaching consumers and their devices with location-related content. Moderated by Tracy Ford, editor/associate publisher of RCR Wireless News.
  • The Common Short Code Potential: Picking Apart the Pieces of the Puzzle. Common Short Code (CSC) campaigns are enabling the creation of an entirely new mobile business model that is driving accelerated revenue growth for various businesses, including wireless carriers. To ensure the long-term sustainability of CSC, developments are in place to institute a code of consumer best practices and monitoring efforts to ensure campaigns are in compliance and running according to submitted specifications. An array of mobile marketing professionals from HipCricket, Sprint, Neilson Mobile, OpenMarket and Wireless Media Consulting will gather to examine the value of each piece of this process. Moderated by Jeff Simmons, director of technology programs at CTIA – The Wireless Association®.
  • Accelerating Mobile Use: Upsetting the Mobile Paradigm. Even as mobile devices continue to evolve as an engaging and effective marketing medium, barriers constructed by customers, brands, marketers and service providers have slowed mobile marketing acceptance. Panelists from QuickPlay Media, Group M, Vibes Media and Thumbplay set the record straight on misunderstood portions of the mobile paradigm, providing the truth to springboard mobile growth. Moderated by Christopher Isaac of PricewaterhouseCoopers, LLC.

For a complete listing and agenda for Marketing —The Mobile Channel sessions, visit http://www.wirelessit.com/info/educational_sessions.cfm#Marketing_-_The_Mobile_Channel.

Note to reporters and analysts: online press registration is open at: 
http://registration.itnintl.com/ctiawite08/reg/regPress.aspx

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About CTIA WIRELESS I.T. & Entertainment 2008®
CTIA WIRELESS I.T. & Entertainment 2008, the largest wireless data event in the industry, truly embodies the ever-changing, dynamic and innovative world of wireless data in enterprise and in entertainment. This is the one show that brings key audiences such as enterprise users, solution providers, content owners and mobile distributors together to form strategic partnerships, service industry needs and create new innovations in wireless data. For more news visit http://www.ctiashow.com/.

CTIA -The Wireless Association® is the international association for the wireless telecommunications industry, representing carriers, manufacturers and wireless Internet providers. CTIA is also recognized as the premiere producer of two annual technology events representing the complete wireless, mobile and Internet industries: CTIA WIRELESS I.T. & Entertainment 2008 takes place in San Francisco, September 10-12; CTIA WIRELESS 2009 takes place in Las Vegas, April 1-3. Visit http://www.ctia.org/.

For More Information:
Cheryl Delgreco    
Media Strategies for CTIA   
617-723-4004    
cdelgreco@msipr.com   

Karen Blondell
Media Strategies for CTIA
310-325-6405
kblondell@msipr.com