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The 2015 Agenda: A Winning Mobile Product and Marketing Strategy

This is the definitive industry summit for the leaders of the new converged mobile economy. Take a look at the 2015 conference agenda below to understand how mobile is distrupting consumer life.

Day One, 9th November


Creating Remarkable Consumer Experiences Every Day

The Weather Channel, which was primarily a TV operation has been transformed into a mobile powerhouse. With a mobile focus that is driven by data understand how the company has become one of the top mobile properties in the US.

  • Explore the importance of leveraging data to understand people's daily habits and rituals to help create more relevant messaging and targeting
  • Address the significance of incorporating dynamic creative into mobile products and apps in order to exceed users’ expectations and personalize every experience
  • Find out what this mobile-first organization is doing to connect to consumers in surprising ways and discover which trends they will be betting on in the future.

Curt Hecht, Chief Global Revenue Officer, The Weather Company

Fireside Chat with Rich Miner, Google Ventures

Rich co-founded Android and is a pioneer in the mobile space. He now leads Google Ventures’ East Coast investment team and will share on the latest trends, how technology is shaping the consumer experience and future of mobile.

Rich Miner, General Partner, Google Ventures
Connie Loizos, Silicon Valley Editor, TechCrunch

Vision from Havas and Plastic Mobile

Hear from one the world’s largest advertising agencies their vision for mobile creative, technology and business best practice.

Sean Lyons, Global Cheif Digital Officer, Havas Worldwide
Melody Adhami, President and COO, Plastic Mobile

Transforming Traditional Brands: Tackling Omni-Channel Products

The transformative process to ‘mobile and digital’ has impacted some of the best-loved brands the hardest. For traditional brands sorting the hype from reality when it comes the potential of mobile is costly but offers huge advantages.

  • It is not all about mobile! Look at the full omni-channel product picture and understand how mobile services can be used to enhance the core services
  • Look at ways to deliver new value to the customer through integrated connected services throughout the product life
  • Wade through the multitude of omni-channel analytics and performance data to get a clear picture of the services that make a quantifiable difference to your customer experience

Joe Megibow, CDO, American Eagle
Marie Floyd Tahir, SVP Digital Customer Experience, Wells Fargo
Stefan Happ, EVP Global Emerging Payment, American Express

Mobile First Versus Mobile Only: The Pros and Cons of Forgoing the Web

In March 2015, for the first time ever the number of mobile-only adult Internet users exceeded the number of desktop-only Internet users. This global milestone is a reminder that mobile screens are now primary for most users.

  • Take a closer look as to which content categories mobile use dominates, such as maps and social, compared to those still dominated by desktop, to design appropriately for your company
  • Understand how to evaluate your product strategy according to the services you provide to make the call as to when to develop on mobile only
  • Think about the ‘micro moments’ that drive search behaviour and consider these in your design for providing mobile specific tools and services that are life changing to the user

Joel Flory, CEO, VSCO
Mike Grishaver, SVP Product, Etsy
Sam Shank, CEO, HotelTonight
Jeremy Wacksman, Chief Marketing Officer, Zillow
Brad Griffith, CEO, Gametime

Moderator: Brian O’Malley, Partner, Accel VC

Performance and Branding: Blurring the Marketing Funnel

Brand and performance marketing are converging on mobile, as both app developers and brand advertisers are seeing the importance of making the right impression, from the first impression.

  • Explore importance of the mobile platform as powerful branding tool to speak to consumers and how to leverage branding formats, such as video, to engage, convert and retain target consumers
  • Learn how to leverage brand specific apps and games to drive organic social sharing, product discovery and purchase intent to increase engagement among new and existing consumers

Djamel Agaoua, SVP Worldwide Sales, Cheetah Mobile

Actions Speak Louder Than Page Views

Tim Trefren, Co-Founder, Mixpanel

Track 1: Mobile Product That Packs a Punch Track 2: Mobile Marketing: Closing The Physical To Digital Gap

Mobile Product: Creating Simplicity from Complex Features

Apps are no longer just a sales route, but rather a significant and unique part of the overall product and/or service. Companies that are leading in mobile are using their app to create simplicity in their product, despite dealing with complex features.

  • Consider how can an app can extend the usefulness of a pre-existing brand or product by increasing its value and relevance
  • How can you meaningfully integrate mobile content and functions, such as location based and contextual functions, with your product, utility, or service?
  • Multi-App Approach: Discuss the future of Deep Linking in order to identify and transport users to and in apps. Understand the new consumer experiences advanced deep linking can enable

Joff Redfern, VP Product, LinkedIn
Amanda Richardson, VP Product, HotelTonight
Jocelyn Mangan, SVP Product Management, OpenTable
Tim Trefren, Co-Founder, Mixpanel
Laurent Sellier, VP of Product, Eventbrite

Moderator: Hany Nada, Managing Partner, GGV Capital

The Emergence of ‘Living Services’

The emergence of “living services” is being driven by the digitization of everything and by ‘liquid expectations’ – expectations that will rise across every industry as innovation increases in any industry.

  • Understand how enterprises need to strengthen their understanding of customers, through data and analytics, to match their increasingly liquid demands in a world where almost everything is digitized
  • Take a look at how design will be impacted as organizations seek to deliver impactful yet consistent services using challenging new interaction types such as voice, gesture and location across a range of new devices

Steve Weinswig, Managing Director, Fjord

How to Build a Successful App at Scale

It’s not enough to build a great app. You need consumers to want to download it and, depending on the business, you need to be able to scale it globally.

  • Get insights into TripAdvisor’s approach to building the world’s most popular travel app (downloaded 190 million times) by offering consumers invaluable travel features and insights whilst in destination
  • Explore the test-and-iterate culture necessary to design features consumers love, at speed, to stay ahead of competitors and constantly trialing new product innovations
  • Learn strategies for encouraging app downloads and pulling in repeat use in a way that is scalable

Adam Medros, SVP of Global Product, TripAdvisor

Nurturing a Community with Mobile

Mobile opens up entirely new business models. As every customer has the ability to connect in real-time the brand and their peers, this creates entirely new opportunities for companies to build, maintain, and grow customer relationships

  • The value of building a dedicated, loyal community that interacts not only with the brand but also with each other. Is there an associated ROI with harnessing a strong brand community?
  • How do you bring Millennials and younger generations into your community? What are the attributes that are necessary in building this community?
  • Look at methods to grow your community fast through a well-managed omni-channel strategy including communications tools such as push alerts, SMS and messenger platforms. 

Christophe Gillet, Director, Audience Product, Vimeo
Manish Chandra, CEO, Poshmark
Ken Dodelin, VP Digital Product Development, Capital One
Sylvain Grande, VP Product, SoundCloud

Moderator: Pete Maulik, Managing Partner, Fahrenheit 212

Future of Apps: Mobile-First, But Not Mobile-Only

The recent launch of the Apple Watch has introduced wearable devices to the mainstream and changed how we think about mobile development. As hardware evolves, so too does the fundamental way we think about apps across all screens.

  • Get an overview of Evernote’s mobile strategy and how its approach has shifted in light of new hardware technology and platforms
  • Explore the design challenges and best practices for distilling a complex app into a valuable experience for smaller screens and shorter sessions
  • Understand the role of predictive apps in creating a unified and seamless experience to mirror what users are trying to accomplish across all their connected devices

Jamie Hull, VP of Mobile Products, Evernote

Role of Mobile in Entertainment Marketing

For many in the entertainment business, the growth of mobile is both a huge opportunity AND an emerging competitor. How do we use mobile as a communication platform while also educating consumers on the limitations of the small screen (particularly if you’re in the business of delivering the world’s biggest screens)?

Eileen Campbell will share the engagement strategy IMAX deploys to get small screen viewers into big screen auditoriums.

Eileen Campbell, Chief Marketing Officer, IMAX Corporation

Small Screen Storytelling: Mobile Publishing

46% of people now access news on their phones on a weekly basis – a major shift in the way news is consumed by audiences; influencing formats and business models. The publishing world is at last embracing mobile and so much has already been learnt about how consumer digest news.

  • Look at how to experiment with fresh formats and editorial styles on mobile and which have paid off in terms of increasing traffic numbers
  • Close-up on how complex information can be presented through a mobile screen size and which mobile specific tools and features can be used to allow for an easily digested, user experience
  • Tackle the elephant in the room – how can mobile bring further revenue for traditional and digital publishers and what new business model has mobile unveiled?

David Perpich, SVP Product, New York Times
Akshay Kothari, Product Lead – LinkedIn Pulse, LinkedIn
Julia Beizer, Director of Mobile, The Washington Post

Moderator: Maribel Lopez, Founder, Lopez Research

The Never Ending App Experience

Marketers now recognize that their consumers use multiple devices at different times throughout the interaction with their brand. This means that user behaviour evolves throughout the lifecycle of an app. How do you keep users coming back?

  • Enable the customer to enhance their daily physical environment by using contextual, social and personal data to create more targeted, relevant mobile app experiences
  • Explore how to market fluidly between the app lifecycle stages (acquire, engage, grow) to create a positive, enriched, personalized experience throughout the app user’s journey
  • Discover a more people-centric marketing approach: Improve your knowledge of your target audience by combining device linking, location-based marketing, and analytics to engage at the right moments and ultimately drive mobile growth

Steve Sloan, Senior Vice President of Partnerships and Product Strategy, Marketo
Josh Todd, CMO, Localytics
Christopher S. Dean, CEO, Swrve
Jonathan Eccles, Product Manager, Pandora

Making Mobile a First-Class Citizen

Despite years of mobile-first headlines, many companies still lag behind. Hear from a company that made a dramatic shift from web to mobile. TaskRabbit built a mobile competency in-house and now mobile is rivalling the web for the most trafficked and highest converting platform.

  • Discuss strategies and tactics for building mobile competency in a web-biased company and the true advantages of doing so – from SEO to consumer opinion
  • Explore the challenges that arose from both a development and management perspective
  • Explore tactics to ensure feature parity across platforms and how to work cross functionally to elevate mobile in your organization

John Vars, Chief Product Officer, TaskRabbit


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Day Two, 10th November


2020: Evolution of Creativity

By 2020, 85% of customers will manage their relationships without talking to a human. And by then, the best experience for humans will be delivered by machines. Look ahead to the world of marketing in 2020.

  • Explore how creativity should and will evolve in the age of seismic technological and cultural transformation
  • Discuss the future uses of big data and how brands will be able to pursue a far more personalised experience for individuals
  • Discover, with Rei Inamoto, how Insights, Interface and Intelligence are shaping our culture and the world around us

Rei Inamoto, Chief Creative Officer, AKQA

Apocalypse or Golden Age? Machine Learning Meets with Mobile

It is fast becoming a reality that your phone knows your schedule and routine better than you do. Explore the vast array of ways mobile tools can outsmart their users through Artificial Intelligence (AI), machine learning and deep linking.

  • Explore how personalization is improving exponentially through machine learning, and understand the possibilities this opens when paired with ‘deep linking’ between apps to deliver new levels of user experience
  • Look at the potential of geofencing, and retargeting to improve content marketing and personalization of digital tools and services.
  • What does this mean for advertising? Will location awareness, and context sensing be the commonplace method for integrated branding by allowing advertisers to seamlessly place products into existing content?

Danny Bernstein, ‎Director, Product Partnerships - Integrations, Google
Mark Roltston, Founder and Chief Creative, Argo Design
Giorgos Zacharia, CTO, Kayak

Moderator: Sharon Weinbar, Partner, Scale Venture Partners

Making the 5%: Differentiating Your App with Dynamic User Experiences

Over 50 million mobile apps are downloaded daily. One in four is abandoned within 24 hours. In other words, creating a successful app is incredibly difficult. Pressure from internal and external sources to increase downloads, engagement, and create new and/or enhance existing revenue streams is constant.

  • Data-driven context: The anatomy of a “location” data point and how to put it to work in your experience.
  • Categorizing behavior: Learn how to categorize user actions and what to do with the results.
  • Building App modes: putting the power of place to work in your app to anticipate user needs, monetize your app, and differentiate your app experience.
  • Case studies to demonstrate what leading apps are doing and current best practices

Mike Schneider, VP of Marketing, Skyhook

The Personalised TV Experience Through Mobile

The entertainment world has shifted. Technology has merged. Phones are TVs and TVs are phones. Take a look at how mobile products for TV and Video are redefining this traditional service.

  • Look at the new realms of how to combine customized apps, social media features and traditional video services to deliver a personalized and dynamic TV entertainment experience.
  • Explore the new levels of interactive features, especially with sports, that can be added to mobile and IP products to win the hearts of viewers
  • With ‘unbundling’ becoming a reality, what does the future TV business model really look like and what new opportunities does this offer to outsider start-ups?

Marc DeBevoise, EVP/GM - Entertainment, Sports & News, CBS Interactive
Ryan Spoon, SVP Product, ESPN
Moderator: Ryan Koontz, MD, Woodside Captial

Cross Marketing Effectiveness

When it comes to mobile it is very hard to assess its impact in the wider marketing mix. The Mobile Marketing Association have now measured brand impact and sales results from mobile, with Walmart, MasterCard, AT&T and Coca-Cola. Get insight on:

  • The performance and attribution of video, audio, location and other mobile vehicles as well as the impact of creative
  • How mobile can help brands meet their marketing goals across the purchase funnel
  • The optimal mobile allocation is for various campaign styles

Greg Stuart, CEO, Mobile Marketing Association

Track 3: App Idols And More Product Track 4: Mobile Marketing And Advertising

App Idol: Sprig - How Startups are Reinventing Industries

Sprig considers its mission to make eating well accessible to everyone. By combining the nutrition and sustainability of slow food with the convenience of fast food, Sprig is changing the food business. Head of Product Angela Wise, who previously worked at Uber, will talk about how Sprig was designed to re-think restaurants from the ground up.

Angela Wise, Head of Product, Sprig

Marketing to Millennials

Monoculture is dead, especially when targeting millennials. Learn how to win millennials’ hearts, minds, and wallets with campaigns driven by insights into more nuanced behaviors and attitudes.

  • Find the right tools to understand how millennials behave on digital channels in order to tailor your marketing campaigns
  • Learn all about insight-led segmentation, guided by behavior and preferences, to speak to this audience flexibly and authentically
  • Aim to understand millennials as personas, not stereotypes to create marketing campaign that will bring true value and build brand affinity

Naseem Sayani, Vice President of Business Strategy for Huge West Coast
Eileen Campbell, CMO, IMAX
Moderator: David Wu, General Partner, Maveron

The Rise of On-Demand Economy

In the last year the sharing economy has evolved into something new. Ubiquitous communications, freelance work forces and low transaction costs are giving rise to the on-demand company. Analyse the 2015 on-demand trends and understand its impact on the connected lifestyle.

  • Is it all roses? Look at the realities of launching a new on-demand start-up. From the complexities of city expansion, attracting and retaining supply and ethical and political concerns around employees
  • Discuss the app design features that aid on demand products such as core features for the customer side Vs the supply side
  • Explore how to launch an on demand business with insight on how to create a solution to a problem by employing specific business models that over time become repeatable, scalable, and profitable.

Wes Donohoe, VP Product, Shyp
Rupert Runewitsch, Head of Social & Mobile North America, Leo Burnett
Baldwin Cunningham, Founder/CEO, Partnered
Moderator: Tim Chang, Managing Director, Mayfield

Achieving Creativity on Mobile

As marketers, and their agencies, increasingly invest in the mobile channel striking the balance between data-driven targeting and creativity remains a challenge. We discuss the implications.

  • Discuss how to achieve the right balance of data-creativity in mobile, through use of
  • Combine art and science by using formats that trigger results both behaviourally (in terms of interactions, App Indexing and clickthroughs) and attitudinally (in terms of brand recall and purchase intent), whilst controlling traffic fraud
  • Data or creativity? No need to choose. Consider a cross-device marketing strategy to maximize segmentation and creativity

Bruce Hershey, VP Retail Brand and Marketing, The Mens Warehouse
Moderator: Larry Weber, Chairman and CEO, Racepoint Global

App Idol: Good Eggs

The organic food delivery startup Good Eggs, backed by roughly $52 million from Sequoia Capital and Index Ventures, is all about Local Food. Alon Salnat, the CTO and Co-Founder will highlight key research findings around the mobile grocery shopping experience and how these informed the design and development for the first company's newly launched iOS app.

Alon Salnat , Founder & CTO, Good Eggs


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