The Johannesburg Summit :
Date: 20 July 2009 to 21 July 2009
Time: 07h30 for 08h00
Location: Indaba Hotel, Johannesburg
Hotel Map: View
Hotel Telephone Number: 0118406600

Day 1 :

8h15 - 8h55: Mobile SA perspective
Rick Joubert, co-chairman, Mobile Marketing Association SA Council & executive head of Mobile Media, Vodacom

• 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.

9h35 - 10h05: Mobile presence – integrating mobile into a range of marketing and business touch points
Tanya Howard, product manager, Mobile Advertising Portfolio, Vodacom

• Dispelling the myths of mobile marketing
• The scale of mobile today – its growth, potential and unique characteristics
• Mobile presence - how effective mobile strategies do not work independently in a vacuum
• The multiple dimensions of a real world mobile presence – creating and enabling multiple interactive touch points with consumers
• The real economy opportunities – understanding the mobile presence opportunity for media; brands and businesses.

10h05 - 10h35: Coffee and networking

10h35 - 11h05: 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

11h05 - 11h50: 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.

11h50 - 12h30: 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.

12h30 - 13h30: Lunch

13h30 - 14h20: 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.

14h20 - 15h00: Mobile and the LSM 4-8 black male
Craig Irving, founder, Consumer Insight Agency

• Hot off the press research study commissioned by Soccer Ladume and undertaken the Consumer Insight Agency (cia) into the attitudes and behaviour of black males aged 20-40 in LSM 4-8 and their mobile usage.

15h10 - 15h50: 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.

15h50 - 16h20: It's about the MESSAGE not the medium
Kali Ilunga, founder, Spoken Ink

• Mobile campaigns are like dating: meet my needs baby
• How to generate leads, advertise and sell all through mobile
• McCarthy Motors case study.

Day 2 : Mobile Solutions Showcase

08h00 - 08h30: SMS marketing best practice
Dr Piet Streicher, managing director, BulkSMS

• Companies have an ethical responsibility to use SMS communications sensitively and to comply with mobile messaging industry regulations to uphold industry standards and consumer rights. At a technical level, companies required mechanisms to adhere to these regulations, including automatic opt-in to, or opt-out from a contact list via SMS. A demonstration of technical solutions to allow companies to roll out permission based SMS marketing campaigns.

08h35 - 09h05: Location-based advertising
Lorraine Deane, New Media Development Manager, MapIT

• Advertisers and marketers need to look at ways of differentiating themselves to customers and prospects. A very powerful way of achieving differentiation is by offering up relevant, targeted information that makes use of precise location.  Proximity marketing, location based searching and geo-contextual advertising are some of the opportunities that marketers and advertisers will have access to in the near future. A demonstration of location-based advertising campaigns and advice on how to optimise the opportunities.

09h10 - 09h40: Account applications via mobile and other engaging consumer experiences
Derek van Wyk & Jan van Wyk de Vries, TransUnion Credit Bureau

• Marketers have only just begun to understand the opportunities that can be created via mobile – from media, to smart application processing.  TransUnion’s solution offers processing power that leverages multiple data streams into an intelligent marketing process. Here’s what you can expect from TransUnion showcase:
• An introduction to the mobile/data platform, with various solutions we have including the Assegai Award winning MobileCredit solution
• Harness the power of different data streams and analytical decisioning to create responsible and powerful direct marketing
• Unpack the possibilities in various data elements being used to make intelligent marketing decisions – all via mobile!

09h45 - 10h15: What is working in mobile and what is not
Chris Rolfe, CEO, Mobilitrix

• The cellphone is a personal, useful tool, but in order to really understand what role it can play from the business and consumer side, a few things need to be understood by business.
• Mobilitrix showcases the value of a pan-African mobile platform, USSD, text, ethical practises, and cross platform mobile possibilities using HTML and static media.

10h20 - 10h50: Vodacom mobile media – reaching quality audiences using mobile media
Rick Joubert, executive head, Mobile Advertising for Vodacom

• Vodacom Mobile Media offerings: smart applications and clever use of technology to facilitate marketing communications.
• Vodafone live: 2.6 million active monthly users
• Player23: SA’s largest rugby fan destination
• Please Call Me: service delivers 7.5 billion text messages a year.
• AdMe: leading opt-In mobile Marketing platform
• The GRID: first social media chat application that allows users to share places and experiences with friends

10h55 - 11h25: Uncovering the mystery of mobile campaign measurement
Ahmed Kajee, CEO, Cellsmart

• I know half of my marketing works, i just don't know which half!
• If this sounds familiar, then this session is for you. The mobile marketing mix, including mobile messaging, mobile advertising and mobile media measurement techniques, tools and concepts will be explored, discussing how you can get both halves of mobile marketing to work for your brand. Return on marketing investment is one of the most elusive measurement concepts, and involves much more than creating and implementing an exciting campaign. A successful campaign is about sales conversions, lead translation, and revenue contributions to the bottom line from marketing efforts, we’ll also explore ways of achieving realistic ROMI results with mobile marketing, and work through case studies showing practical results using the mobile marketing mix.  

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