Billboard and GoMo News un-conference

March 31, 2009

SCHEDULE

Agenda (subject to change)

Mobile Entertainment Live! Spring 2009
March 31, 2009
Las Vegas Convention Center, Las Vegas, Nevada

9:00am – 9:10am
Opening Remarks

9:10am – 9:15am
Special Presentation
Speaker: Aasim Saied, Chairman & CEO, Logic Wireless

9:15am – 9:45am
Brand Keynote
Few companies touch as many areas as mobile entertainment as MTV Networks, be it music, movies, TV shows or games. In this one-on-one interview with Billboard’s Antony Bruno, MTV EVP of digital distribution Greg Clayman will outline for attendees which types of content are gaining traction, which aren’t, and how the business models behind offering them to consumers are evolving in the year ahead.
Greg Clayman, EVP Digital Distribution, MTV Networks
with
Antony Bruno, Executive Director of Content & Programming, Digital/Mobile, Billboard

9:50am – 10:35am
Making Content Pay: The Profits & Pitfalls of Mobile Advertising
Ads have the potential to monetize mobile entertainment content just like they do on other platforms like TV, radio and on the Internet. Achieving that potential, however, is the difficult part. This panel convenes content providers, advertisers and wireless operators to weigh the revenue opportunity of ad-supported entertainment against the impact on customer adoption, as well as to discuss the best ways of integrating the two so all can benefit.
Moderator:
Mike Wehrs, President/CEO, Mobile Marketing Association
Speakers:
Cheryl Lucanegro, VP of Advertising, Pandora
Taylor Cascino, Strategic Partner Development Associate, YouTube
Frank Barbieri, Founder/CEO, Transpera
T.J. Person, SVP, Mobile Strategy, GMR Marketing

10:35am – 10:50am
Networking Break

10:50am – 10:55am
Special Presentation
Speaker: Dave Gwozdz, CEO, Mojiva

10:55am – 11:25am
Keynote
When automotive manufacturer Kia drove into the mobile market, it chose to do so through a branded application on the Imeem music service created for the G1 Android phone. In this revealing keynote interview, hear Kia explain its decision to get into mobile advertising, why it choose to do so through a mobile music application, and get the inside scoop on how the deal came together.
Michael Sprague, VP of Marketing for North America, Kia
and
Steve Jang, Chief Marketing Officer, Imeem
with
Antony Bruno, Executive Director of Content & Programming, Digital/Mobile, Billboard

11:25am – 11:40am
Case Study: Mobile Music and Ads
Island Def Jam has taken many steps to build a sustainable mobile ad business around its many mobile music offerings. From the IDJ Mobile service, to partnerships with mobile social networking companies, to iPhone applications, the groundbreaking label is looking to mobile advertising as one way to generate revenue from what traditionally was a more promotional activity. In this presentation, Island Def Jam’s Christian Jorg will outline what’ they’ve done, how it’s worked and what’s next on the horizon.
Christian Jorg, SVP New Media & Commerce, Island Def Jam Music Group

11:40am – 11:45am
Special Presentation by ChaCha

11:45am – 12:30pm
Building the Premium Experience
It’s no secret that advertisers like to attach their brand to a premium entertainment experience. But how does one create that on a tiny mobile phone with a limited user interface? Today’s mobile phones contain new features and technologies that are pushing the boundaries of what we once thought was impossible, and this panel investigates which are having the most impact on entertainment content creation, distribution, and adoption. Includes touch-screen interfaces, open development platforms, and more.
Speakers:
Peter Koo, VP, Multimedia Portfolio Management, Ericsson
George Linardos, VP Product Development, Nokia
Eric Litman, CEO, MediaLets
Steve Glagow, VP Marketing Operations, Orange
Max Mead, VP Business Strategy & Development, PointRoll

12:30pm – 1:30pm
Lunch

1:30pm – 1:35pm
Special Presentation

1:35pm – 2:05pm
Q&A WITH ROB THOMAS
As frontman for Matchbox Twenty as well as a successful solo artist, Rob Thomas is one of the music industry’s most bankable stars. With a new solo album on deck, Thomas will join Billboard’s own Bill Werde in an intimate Q&A to discuss the artistic and songwriting process behind the new release, as well as how he uses mobile platforms to communicate with fans, distribute his music and strengthen his brand.
Moderator:
Bill Werde, Editorial Director, Billboard

2:05pm – 2:50pm
Bring in the Agencies: What Advertisers Want From Mobile Entertainment
What are agencies and brands looking for from mobile entertainment? What kind of content do they want to be associated with, and which audiences hold the most appeal? What is more compelling to advertisers – mobile’s personal nature, or migration of consumer attention from other platforms like television and online? The rubber meets the road as this panel of top ad agency minds and media networks will seek to answer these questions and more as they examine where the mobile advertising market fits into their clients’ overall marketing plans.
Moderator:
Paul Palmieri, CEO, Millennial Media
Speakers:
Brian Bos, Sr VP, Convergence Director, Mindshare
Derek Handley, CEO/Founder, The Hyperfactory

2:50pm – 3:20pm
Corporate Speed Dating/Networking Break
Sponsored by Microsoft
The new way of business networking! Corporate “speed dating” is the best way to gain one-on-one exposure to other attendees. Chat for a two-minute period before rotating to the next executive. Collect as many business cards as possible and foster relationships that could be profitable for years to come.
Moderator:
Steve Hegenderfer, Group Product Manager, Developer Experience Team, Mobile Communications Business, Microsoft

3:20pm – 3:25pm
Special Presentation by NeoMedia
Iain McCready, CEO, NeoMedia Technologies

3:25pm – 3:40pm
Nielsen Mobile Data Presentation
Drawing on custom research, Billboard sister company Nielsen Mobile will outline exactly who is using mobile entertainment applications today, how they feel about mobile advertising, how they interact with mobile applications in general, and much more in an exclusive presentation for Mobile Entertainment Live attendees.
Presentation by:
Jerry Rocha, Director of Mobile Media & Advertising, Nielsen

3:40pm – 4:20pm
From the Mouths of Babes
Produced by Frank N. Magid Associates
The Millennial Generation is leading the adoption of mobile content, but what do they really want on this platform? Observe a focus group of teenage mobile users convened exclusively for the Mobile Entertainment Live audience by research group Frank N. Magid Associates as we explore some of the more pressing questions hanging over the mobile entertainment and advertising fields. Is the slowing economy affecting their overall entertainment spending habits? Will mobile users accept advertising on their mobile phones? Be sure to hang around for this insightful panel where both the Magid Millennial Strategy Program moderator and attendees will have the opportunity to ask these pressing questions and more.
Introduction by Jill Hill, Senior Vice President, Frank N. Magid Associates
Moderator:
Kristin Dykstra, Research Associate, Frank N. Magid Associates

4:30pm – 6:00pm
Mobile Marketing Un-Conference
Produced by GoMo News
Open to all Mobile Entertainment Live attendees

Join Ogilvy, NeoMedia, JumpTap and others for a new style, open floor discussion on Interactive New Media in a Vertical Market, including mobile music, barcodes, video, advertising platforms and more!

Enjoy a cocktail while you network with and learn from your colleagues in this unstructured conference format.

10:00pm – late
Official Mobile Entertainment Live After-party
Blush Boutique Nightclub inside the Wynn Las Vegas
Network with Mobile Entertainment Live attendees at one of Vegas’ hottest nightclubs! Get complimentary VIP entrance, and complimentary open bar from 11pm-midnight. SPONSORS

Presenting

Corporate

Media