Targeting senior executives and decision-makers at brands, ad agencies, publishers, retailers and service providers, this event is focused entirely on holiday strategies incorporating mobile into the multichannel mix from a marketing and commerce perspective.

This holiday season will mark the first time where mobile will play a key role in marketing, shopping and buying decisions, according to Mickey Alam Khan, editor in chief of Mobile Marketer and Mobile Commerce Daily. To not have a mobile element in the holiday marketing and commerce outreach will mean a lost opportunity for brands to get closer to customers and prospects.

This New York based summit is limited to around 200 executives on a first-come, first-served basis; and will be held in the auditorium of the National Museum of the American Indian.

Program Agenda

7:30am – Registration and Light Breakfast

Speaker:

Mickey Alam Khan, Editor-in-Chief, Mobile Marketer and Mobile Commerce Daily

This holiday season will be the first where mobile will play a key role in shaping shopping and buying decisions for todays convenience-seeking, bargain-hunting consumer. More Web-enabled smartphones in the market will play a critical role in influencing how consumers interact with content, marketing and commerce over the holidays. So what mobile-enabled strategies and tactics should marketers and retailers employ to ensure the attention and business of the holiday consumer? Hear session panelists discuss:

• Whats the risk of not including mobile in the holiday plans?
  
• What makes this holiday season for mobile different from years past?
  
• Which brands are getting it right for mobile and why?
  
• Is there such a thing as a holiday mobile strategy?
  
• The one thing marketers and retailers can indeed, must do to mobile-enable their holiday campaigns and commerce efforts
  

Speakers:

Andrew Koven, President of eCommerce and Customer Experience, Steve Madden Maria Mandel, Vice President of Media and Marketing Innovation, AT&T Ad Solutions, and North America Chair, Mobile Marketing Association Paul Palmieri, CEO, Millennial Media Jamie Wells, Director of Global Trade Marketing for Mobile Advertising Solutions, Microsoft Jason Taylor, Vice President of Global Product Strategy, Usablenet Joy Liuzzo, Senior Director of Marketing and Mobile Research, InsightExpress

Moderator:

Mickey Alam Khan, Editor-in-Chief, Mobile Marketer and Mobile Commerce Daily

A retailer of hip and trendy apparel and accessories, Kenneth Cole is said to have attributed 1.5 percent of overall revenue to mobile. Not surprisingly, this mobile commerce performance is the result of Kenneth Coles integration of mobile within its multichannel efforts that include online, in-store, mail , outdoor and display advertising. The retailer is working hard to ensure that all touch-points are consumer-friendly. In this keynote, find out:

• What role mobile advertising and commerce will play in the upcoming holiday season
  
• How Kenneth Cole views mobile in the multichannel context
  
• Which tactics resonate in mobile
  
• Which mobile channels matter to Kenneth Cole and why
  
• What other retailers and marketers can learn as they finalize holiday plans including mobile
  

Speaker:

Tom Davis, Vice President of eCommerce, Kenneth Cole

Trends indicate that more consumers will engage with mobile advertisements, Web sites, applications and mobile search functionality this holiday season than in previous years. It is also reflective of ease with which consumers are migrating their online browsing habits to mobile, especially on Apple iPhone and iPad, BlackBerry and Google Android devices. What will a bad experience on mobile mean for the brand in terms of loss of loyalty? Expect this session to discuss:

• How todays shoppers are being trained to have the same expectations on mobile as they do on the wired Web
  
• What an inadequate mobile presence will be for brand loyalty, reputation and sales
  
• What the shopper expects from a mobile experience
  
• Defining a consumer-friendly, holiday-oriented mobile ad, site and application
  
• Great customer experiences from previous mobile campaigns, sites and applications
  
• Mobile data trends and what this portends for marketers and retailers for the upcoming holidays
  

Speakers:	Patti Freeman Evans, vice president and research director, Forrester Research Shira Simmonds, president, Ping Mobile Eric A. Litman, chairman/CEO, Medialets Jay Highley, president, Pangea Partners Michael Ahearn, vice president of marketing strategy, iLoop Mobile Bryce Marshall, director of strategic services, Knotice
Moderator:	Ocean Fine, Mobile Marketing Consultant

Close to $600 million will be spent this year on mobile advertising, while the comparable numbers for mobile commerce are anyones guess. What is clear, though, is that more spending will shift from online to mobile. However, given mobiles short history, there is little precedent to determine allocation of funds for mobile campaigns or mobile commerce efforts. But the decisions have to be made as more consumers start interacting with ads and buying through smartphones and tablets such as the iPad. Panelists in this session will discuss:

• What is the process to allocate budgets for mobile in terms of marketing, technology, people and commerce and can marketers adapt from other channels
  
• Can mobile learn from the Internets early years in terms of budgets or is it a bad idea?
  
• How much to spend on mobile presence development, including ads, sites, applications, SMS campaigns, search, social media and retail store integration
  
• Invest in mobile branding or direct response and where to place the dollars
  
• The formula for an effective mobile media buy
  
• For mobile commerce site, application, SMS or all three?
  

Speakers:	Alexandre Mars, CEO, PhoneValley, and Publicis Groupe head of mobile Paul Gelb, national manager for emerging media, Razorfish Thom Kennon, vice president of strategy, WPP Groups Wunderman Dave Geipel, chief operating officer, QWASI Gowri Shankar, president/CEO, SinglePoint Caitlin Remby, East Coast head of sales, Navteq Media Solutions
Moderator:	Lindsay Woodworth, Director of Marketing, 2ergo

The nation's most popular sports cable network is also one of the most visited properties across mobile channels. ESPN has harnessed the power of its brand and packaged content in just the right way to deliver sports scores, updates and news via the mobile Web, applications, video, television and SMS alerts. The network is one of the few that has an entire team with resources dedicated to monetizing mobile while making the experience for both consumers and advertisers as pleasing as watching games on a regular TV set. This holiday season, ESPN is set to innovate even further. In this session, attendees will learn:

• What ESPN has planned for this holiday season
  
• The network's experiences with mobile over the previous holidays
  
• How ESPN handles its mobile ad sales process
  
• The integration of mobile with other delivery channels
  
• Best-practice tips for advertisers and brands, publishers and ad agencies for an effective holiday season
  

Speaker:

John Zehr, Senior Vice President and General Manager, ESPN Mobile

Mobile advertisings growth is only as good as the platforms that run the ads. Given the mountain of evidence, major media brands are leaving no stone unturned to offer advertisers a package comprising mobile sites, applications, SMS alerts and social media integration. The goal is to deliver a seamless branding experience across all channels. Attendees will learn:

• How publishers and broadcasters are creating optimal contextual experiences for advertisers to run their holiday-oriented display, search and rich media campaigns
  
• What kind of offers are likely to resonate over the holidays
  
• Key best-practice tips for creative across all mobile platforms and operating systems including Apple iPhone and iPad, Googles Android, Research In Motions BlackBerry, Nokias Symbian and others
  
• Campaign performance tracking, measurement and analysis
  
• How to make an effective media buy on mobile
  

Speakers:	Cameron Clayton, Vice President of Mobile, The Weather Channel Craig Etheridge, Vice President of Mobile Advertising Sales, Gannett Digital/USA Today Katie Juhl, Manager of Mobile, National Geographic Global Media Scott Drake, Vice President of CNBC Digital Technology and Products
Moderator:	Dan Butcher, Associate Editor, Mobile Marketer and Mobile Commerce Daily

Kraft Foods got wide acclaim for its iPhone-based iFood Assistant which offered more than 7,000 recipes to consumers looking for food options. The food giant topped that effort off with a new iPad application that yet again sets the bar for food-related mobile content and applications. In this session, Krafts agency will spell out:

• How Kraft develops its mobile applications
• What is the companys mobile approach to the holidays
• The role played by the iPhone and iPad applications for consumer outreach
• What are the expectations from Krafts mobile efforts

Speaker:	Derek Handley, CEO, The Hyperfactory
Moderator:	Rimma Kats, Editorial Assistant, Mobile Marketer and Mobile Commerce Daily

For many marketers and retailers, holiday 2010 will be their first or second season incorporating mobile into multichannel plans. It pays to heed lessons learned from the Internets early days of what to do and what not to do. For example, SMS is governed by special rules in terms of opt-ins and list usage. Also, a banner ad that clicks through to a regular Web landing page and not one that is mobile-optimized may result in a lost sale or wasted branding impression. In this session, attendees will learn from the experts the key dos and donts to avoid any consumer or regulatory run-ins over the holidays, including:

• The one unexpected thing that may happen over the holidays
• Working with wireless carriers for effective mobile advertising and marketing
• How to avoid site and application spikes and crashes during Black Friday, Cyber Monday and key shopping periods
• How to deploy an effective SMS campaign for the holidays, including appropriate copy, measurement and database marketing
• Key elements in a user-friendly mobile site and application: design, search, functionality and frictionless shopping and transactions
• Creative and offers that encourage click-throughs to mobile-optimized landing pages
• Back-end issues with mobile commerce: order-taking, inventory management and warehouse connectivity to mobile commerce and ecommerce engines

Speakers:	Stephanie Bauer Marshall, Manager for Mobile Advertising, Verizon Digital Media Eric Harber, President, Hipcricket Pete Langlois, Director of Mobile Product Innovation and Strategy, Neustar Jennifer Okula, Vice President of Data Innovation, Safecount Annette Tonti, CEO, MoFuse
Moderator:	Marci Troutman, CEO, Siteminis

A luxury brand survives not just on quality or exclusivity but also the way it is marketed to the target audience to stoke desire. Marketing is key to portraying the brands values. So is the mobile medium ideal for marketing or commerce decisions? Find out what the maker of Waterford Crystal and Wedgwood and Royal Doulton china expects from mobile as part of the multichannel mix. In this keynote, attendees will learn:

• Can mobile really represent a luxury brands values
• What role can mobile play in a luxury brands marketing and retail efforts for the holidays and beyond
• Which makes more sense mobile site, application, SMS or all three
• How mobile needs to closely integrate with the brands multichannel efforts
• What are luxury brands biggest issues with other channels and how mobile and online can help
• The mobile holiday wish list

Speaker:	Leisa Glispy, Director of Global eCommerce, Waterford Wedgwood Royal Doulton
Moderator:	Mickey Alam Khan, Editor-in-Chief, Mobile Marketer and Mobile Commerce Daily

Delegates can network and mingle with speakers, moderators, sponsors and DMA executives.

Directions

A Beaux Arts building, this Smithsonian museum is directly across from Battery Park downtown and at the start of Broadway. Entrance is from the ground floor to the right of the main steps.

Please show up early. All attendees have to pass through a metal detector since the museum is a federal building.