Panel on Mobile Cross Media Integration at Mobile Marketing Forum in Hungary

by: Bena Roberts Wednesday, October 8th, 2008

I moderated a really exciting panel on cross media integration in Hungary at the MMA.

Who was in the panel?

Moderated by Bena Roberts, Founder & Editor, GoMo News

Panelists:
Mark Wachter, Representative, BVDW
Harald Neidhard, CMO & CO-Founder, Smaato Inc.
Miklos Gyertyanfy, Head of Business Development, origo
Attila Vamos-Hegyi, Head of Partner Wholesale Dept, Magyar Telecom
Stefan Meyer-Spickenagel, Head of Mobile, GroupM

Key points?
Cross Media integration is vital.
Lufthansa is a leader in mobile in Germany and Group M managed a 360 degrees mobile campaign with all players in the mobile value chain to get the right mix of mobile, barcodes, online and mobile sites.

Integrating with TV will be huge – but just needs a bit of time.

At the moment online and mobile is a given for integration but new media is in the starting phase.

IPTV offers huge potential for cross media integration in the world.

Cross media integration is already occurring with especially in Hungary with mobile barcodes and scratch card services that enhance mobile or online experience – adding more channels into the equation is vital.
What is holding the market back?

Brands failure to integrate mobile from day one.

Lack of inventory from outside of the mobile operator.

Lack of mobile innovation in being able to push their inventory to other sectors ( I have a huge idea on this and will explore).

In short:
The panel went on and on – it was supposed to be 35 minutes but lasted nearly one hour because everyone got involved and question were being asked and fired. This is definitely a hot area – unfortunately my recording of the panel didn’t work.