Mobile Marketing Trends Revealed at CTIA 2006

— September 13, 2006

Mobile marketing is completely changing the way we're watching and interacting with television and other entertainment content, finding information and communicating with others – whether that be a customer, colleague or friend. In the not-too-distant future, we'll be able to make purchases and receive targeted information directly from advertisers from anywhere in the world. The state of mobile marketing and its tremendous possibilities will be discussed and forecasted at a one-day event, Marketing – The Mobile Channel, Wednesday, Sept. 13 during CTIA WIRELESS I.T. & Entertainment 2006, in room 411 of the Los Angeles Convention Center (LACC).

“Mobile commerce is just getting started in the United States, and that's a huge step for us. We have seen a number of mobile trends take off in Asia, and during the conference we'll discover several new developments underway here in the U.S.” said Robert Mesirow, vice president and show director, CTIA WIRELESS I.T. & Entertainment. “Mobile marketing is one of the most creative methods for connecting people on a global scale, and as an organization, CTIA is committed to providing the best environment to share these ideas. We are excited about this year's mobile marketing program and look forward to the speakers sharing their insights.”

Highlights of Marketing—The Mobile Channel include:

  • The conference begins with a Keynote presentation from Jon Vlassopulos, vice president of business development at Endemol USA, a global leader in television entertainment programming. Endemol produces reality TV programs such as Fear Factor, Big Brother and Extreme Makeover: Home Edition. Vlassopulos will discuss new steps they are taking to make the most of the mobile channel and how mobile will impact the consumer interface.M
  • A panel on Ad-Sponsored Content will include speakers from Amobee, Fox Interactive Media, Hachette Filipacchi Publishing, Jumptap, mFoundry and VeriSign. This discussion will explore the pros and cons of the current subscription-based model versus the currently popular and wildly successful ad-sponsored model.
  • Leading wireless carriers will sound off on the future of off-portal content and initiatives to implement consumer protection controls in the Carrier Panel. Speakers from Cingular Wireless, Sprint Nextel, T-Mobile, Verizon Wireless and Virgin Mobile will discuss what the industry is doing to balance consumer drive for unlimited content with the responsibility to protect consumers from unwanted intrusion. Hear how the industry is taking proactive steps to automatically monitor short code programs and keep the mobile channel a clean and safe place to conduct business.
  • Marketing agency representatives from ARC Worldwide, Draft FCB, Impact Mobile and Sixteen30 will join attorneys and venture capitalists to reveal their strategies for spreading

    the word about the power of the mobile medium in an Advertising Strategy Panel. Attendees will learn how technology is providing numerous opportunities for advertisers to engage interested consumers through wireless devices.

  • Tom Burgess, CEO of Third Screen Media will give an overview of the various business models employed by advertisers, publishers, aggregators, content providers and carriers in a discussion titled Defining the Mobile Advertising Ecosystem.
  • Earlier this year, Mariah Carey teamed with Pepsi and Motorola to create more than 20 original ringtones that she wrote and recorded specifically for mobile devices. In a case study presentation, the marketing team behind the campaign will provide exclusive insights into the results of this promotion in key areas including impact on sell-through for particular handset models, customer brand perception and buying influence. Members will also discuss the process of building the partner ecosystem needed to launch this large-scale promotion and incorporate feedback received from participating carriers.

“While mobile marketing is the best new way to reach the coveted 18-34 demographic, a lot of marketers are finding that these new campaigns are reaching a much broader audience than they ever imagined,” said Steve Largent, president and CEO of CTIA-The Wireless Association. “The use of Common Short Code in so many television programs today clearly demonstrates that consumers are interacting with entertainment content through their mobile device. People of all ages and backgrounds are taking part in the campaigns.”

Marketing – The Mobile Channel is sponsored by ThirdScreen Media, Neustar, Advertising Age, Canadian Wireless Telecommunications Association, Mobile Marketing Association and RCR Wireless News.

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