The Cape Town Summit :
Date: 23 July 2009
Time: 07h30 for 08h00
Location: The Cape Sun hotel, Cape Town
Hotel Map: View
Hotel Telephone Number: +27 21 4885100

8h15 - 8h55: Mobile SA perspective
Rick Joubert, co-chairman, Mobile Marketing Association

• The numbers, the reach and by demographic groups
• Average time and any other useful analysis data
• How marketers are utilising the mobile medium i.e. where is the money being spent, what categories constitute the primary advertisers?
• Mobile integration with other media
• Major trends which could be emanating from any of the above
• Legislative influences, governance codes
• About the MMA in SA
• Global perspective in the SA context.

8h55 - 9h35: Mobile campaigns – critical success factors
Gustav Praekelt, CEO, Praekelt Consulting

• Large scale integrated mobile campaigns utilising SMS, mobi, streaming video, and Please call Me’s
• Showcase of SA and international mobile campaigns highlighting the success factors for each
• Planning, executing and measuring integrated mobile campaigns
• Metrics and analytics – how to plan and measure success
• Advertising guidelines/standards
• Case studies including Pan-African campaigns.

10h05 - 10h35: Coffee and networking

10h35 - 11h05: The mobile marketing mix - a strategic approach to implementing mobile marketing

Ahmed Kajee, co-chairman, Mobile Marketing Association SA Council & CEO, Cellsmart

• What is the mobile marketing mix?
• What are the key drivers behind mobile marketing?
• Distinguishing mobile marketing, mobile advertising and mobile media
• Pratical approach to mobile campaign implementation and strategy development.

11h05 - 11h50: The future of mobile media targeting
Tyler Reed, founder & director, TinyImpact

• Introduction to mobile targeting
• Leveraging mobile targeting to drive ROI
• Difference between relevant and contextual targeting
• Advertising and content targeting
• Targeting while respecting privacy

11h50 - 12h30: Enabling customer relationship management through a mobile centric approach
Raymond Buckle, CEO, SilverstoneCIS

• With almost 90% penetration, Mobile is the medium that makes the CRM philosophy possible in SA
• Mobile is personal, allows instant response and interactivity with the ability to track and measure interaction across multiple communication and interaction channels
• You don’t need to look hard to find a reasons to communicate with your customers, but when you do make sure you exploit the opportunity to increase share of wallet, improve customer service, differentiate your brand and learn more about him or her.

12h30 - 13h30: Lunch

13h30 - 14h20: Mobile entertainment
Candy Goodman, director, Mo-B

• Mobile entertainment is the convergence of telecommunications and entertainment. Candy will showcase a number of case studies and ideas that will help you leverage the range of mobitainment activities available (from multimedia content downloads, branded games, messaging, to interactive IVR, mobisites and mobile fan clubs) to drive your marketing message through entertaining your target market.

14h20 - 15h00: Mobile social networking
Vincent Maher, portfolio manager: Social Networking, Vodacom SA 

• Mobile social networking is one of the most compelling uses of mobile Internet today and is growing at a rapid rate. Recently the growth of location-based services and their integration into social networks offers a significant opportunity for convergence between mobile and physical campaigns. This talk outlines industry trends and uses the Grid as a case study for location-based campaigns integrated into social networks.

15h00 - 15h40: Mobile and the LSM 4-8 black consumer
Craig Irving, founder, Consumer Insight Agency

• Unique insights into the attitudes and behaviour of black males aged 20-40 in the LSM 4-8 categories, about their mobile usage. What turns them on, what turns them off, how mobile integrates with their life styles. Hot-off-the-press research study commissioned by Soccer-Laduma and undertaken by the Consumer Insight Agency (cia).

15h55 - 16h30: Mobile consumer insights
Saurav Gauhathakurta, senior research executive, The Nielsen Company

• An executive summary presentation about the key indicators, directions, and influences in the mobile market based upon 4 000 interviews in SA.
• Market performance: Share of new and intended purchase, demographic and user segment delivering share gains, competitive threats from new user groups and technology
• Customer demand: Segments planning to buy a new phone, triggers to switching, device feature combination preferences
• Customer satisfaction: Influence of device on network provider, performance metrics for loyatly, 3G functionality driving replacement decisions, competitors' strengths in customer experience and satisfaction
• Distribution and channel: Preferences, trends in consumer willingness-to-pay for cellphones and purchase habits.

16h30 - 16h45: Coffee and networking

16h45 - 17h45: Mobile Marketing Association membership briefing

• Delegates are encouraged to stay for this extra session to learn about the benefits of membership to the MMA in South Africa and in particular, the major initiatives being planned over the next year.

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