Mobile Marketing Forum '07

• Current data on mobile usage, content usage and advertising
• Roles and relationships within the mobile advertising and marketing ecosystem
• Who, if anyone, is controlling the industry and what is the effect of uncertainty around the value chain?
• Which business models are currently being used and to what effect? Is mobile advertising and marketing a successful venture for anyone yet?

• What is ‘mobile advertising and marketing' and what distinguishes advertising from marketing? What effect do these distinctions have for mobile?
• Determining the major issues in moulding a successful mobile advertising and marketing industry
• What are the different types of marketing available for mobile? Does each have equal effectiveness or revenue potential?
• How do advertisers and advertising agencies view the mobile channel and what is their current approach? What type of activities are they engaging in and how much budget is being invested?
• Where are the operators in the marketing and advertising ecosystem and how are their relationships with partners evolving?
• Finding an addressable market: what does the consumer want from mobile advertising and

• Understanding user profiles and behavioural data
• How important is the operator to reaching critical mass for advertising?
• Should operators branch out or stick to what they know best? Where is the future place of the operator in the marketing value chain?
• Dealing with the barrier of data download charges

• How can consumer be brought value? Encouraging acceptance of advertising by emphasising the user experience
• Does relevant mean unintrusive? What does it mean for advertising to be unintrusive?
• How to make a bargain with free or subsidised content in exchange for advertising
• Can profiling become a self-defeating exercise? When consumer relevance eliminates effectiveness for the advertiser
• If ‘personal' is the watchword for mobile, how much say does the consumer have in the decision about what's relevant to them?
• What are the elements of a good consumer profile? Adding location, behaviour and preference to demographics

• How to get people to discover the marketing message: gaining critical mass without spam
• How to translate the consumers' attachment to their phones into discovery of marketing messages
• Awareness of advertising needs to come before brand awareness in order to drive brand awareness
• How to manage discovery when the advertiser wants to promote brand awareness only and does not have a downloadable product. How to strike the balance between guaranteed discovery and maintaining consumer privacy

• What is the current structure of the mobile advertising market and how do operators and mobile marketers envisage a brand fit?
• What are the benefits of mobile for advertisers?
• How is mobile different from existing media platforms?
• What do advertisers need to understand about the mobile medium?
• Can brands work within the structure of the market at present or does it need to be more solidly set down?
• How can mobile get onto the radar for big

• How do brands look at advertising? How is a campaign viewed?
• Who is it that brands want to engage with and how do they want to engage with them?
• What features do brands want in campaigns? What would ideally come from a mobile campaign?
• What money and time is currently being put into mobile and how will this change?
• Are advertisers using mobile to engage an existing audience or to make money directly from it?

• What type of advertisers will take the lead with mobile advertising?
• FMCG lead the way with the web: what are these brands doing with mobile?
• What are the differences in brand objectives between FMCG and big brand and how do these different brand objectives translate to use of the mobile channel?
• How does mobile fit with current and future communications

• How compatible are brand objectives and consumer needs?
• Is it possible for everyone in the advertising ecosystem to get value from advertising?
• How relevant is relevance to brand awareness campaigns? Is niche targeting worth the investment?
• Providing value for the consumer through advertising

• What are the creative formats for advertising on mobile?
• How can creativity be assured on such a small device?
• Should creatives be designed according to handset size or should they be adapted at the point of production?
• What features need to be kept in mind when designing for mobile?
• Who in the value chain should take responsibility for the creatives? At what point should there be consultation and with whom?

• Driving uptake of advertising at the consumer level
• Does money have to come directly from mobile? Or will mobile become a facilitator of revenue from other sources?
• What are the timescales for advertising to become a significant source of income for media agencies, advertisers and operators?
• What kind of ROI could an advertiser expect from different types of

• How does a campaign start life and who needs to be involved at its inception?
• What sort of details does an agency, media buyer or advertiser need to plan a campaign?
• What is the lead time for a mobile campaign and which variables affect it?
• Finding the right people to speak to at each level of the value chain and what these people have to contribute
• Which campaign features are unique to mobile and which are

• Why does the mobile advertising and marketing industry need standards? Who and what is being missed as a result of industry fragmentation?
• What terminology should be used - agreeing definitions for metrics, terminology, pricing and delivery
• Who should take the lead and who should set the standards? GSMA, MMA, IAB, operators, a new group?
• Can mobile advertising and marketing make anyone any money without watertight cross-industry

• How to engage customers at the point of interest in a way that creates an ongoing relationship
• Mobile as the link between the physical and virtual world
• What is the ROI for response marketing techniques?
• Is the pervasiveness of text and win worth holding onto and integrating in a new way, or should the industry just move on?
• Understanding the limitations of the small screen and how it links with other

• Ensuring mobile is viewed not just as a small-screen version of the Internet: why mobile should be differentiated from the web
• How do pricing structures compare between the web and the mobile? Are auctioned click-through rates still the most relevant charging model?
• How do users' different behavioural patterns on web and mobile affect the usefulness of the channel?
• What can mobile learn from the web?
• What moves are internet giants making in the mobile space and how will this affect the reputation of mobile as an advertising and marketing medium?

• How to effectively use the intimacy of the mobile medium to engage with existing customers
• Harnessing CRM techniques through mobile to increase brand loyalty and image.
• Devising metrics to track effectiveness of loyalty schemes
• How can consumer behaviour be applied to CRM initiatives?
• Real life case study and user figures

• What's a reasonable CPM? Does it make sense to keep mobile cheap for advertisers in the beginning?
• Who's setting the prices at the moment and can it continue?
• Pricing advertising according to content: should there be premium advertising on mobile? How can this be decided?
• Niche targeting = niche charging: does mobile warrant an entirely new pricing model to ensure value for all?

• How do strategic media agencies fit into the value chain?
• What sort of reaction does mobile get from media strategists?
• Does a media agency need to understand the unique creative issues for mobile marketing?
• How are media agencies making sure that mobile ads get

• What types of inventory exist for marketers and who owns them?
• What are the challenges and benefits of these inventories - compared to each other and to their relations in other media?
• What are the corresponding demographics for the different inventory types?
• Accessing inventory; the best channels for getting the message

• Looking for common standards in measuring the effectiveness of mobile campaigns
• Tracking consumers once they've left the mobile space: how can the effectiveness of an integrated campaign be measured?
• What are the analytical models currently being used?
• The place of DRM expertise in a successful business model
• Are there other ways of measuring a campaign than counting impressions, click through and click-to-call rates?

• How effective are SMS campaigns and what is the growth trend?
• How do SMS and MMS compare and differ as marketing tools?
• Should SMS and MMS be viewed as competing services or as complementary?
• Will mobile messaging in general remain a dominant marketing channel in the

• What are the applications and benefits of mobile coupons?
• Examples of mobile coupon initiatives and the results
• Why have mobile coupons not yet been the ‘killer' marketing application that many predicted?
• Increasing the value to the consumer through personalisation
• Comparing push and pull techniques for mobile

Enabling best practice in mobile marketing using experience from the non-mobile space

• How do the Internet, TV and print publishers generally approach advertising and marketing?
• How do non-mobile channels approach the buying and selling of either individual or integrated advertising?
• What is the non-mobile channels' experience and opinion of mobile advertising and marketing?
• What do different types of advertisers want from their advertising channels and how can mobile fit in with these

• What is the business model for a totally ad-funded offering?
• User metrics and consumer feedback
• What is the incentive for advertisers and how are they engaging with consumers?
• Appraising the potential future of ad-funded mobile service

• Which services are most likely to adopt ad-funded models?
• Will users be more accepting of advertising in one content type than another?
• Creating a valuable working relationship between advertisers, and the mobile and entertainment industries
• Ensuring consistently relevant marketing messages throughout the life-time of the

• Is ad-funded entertainment a potentially disruptive business model?
• What are the features and benefits of ad-funded versus ad-supported? What are the different models?
• How can advertisers be assured that consumers will pay attention to ads in return for content?
• Will ad-funded or supported content cannibalise revenue from paid-for

• Is there anything special about the mobile TV business model compared with traditional TV?
• What is the current and potential uptake of mobile broadcast and streamed TV, and what audience does it offer?
• How does mobile TV represent a convergent and interactive space, and how does this affect brand advertising?
• How can different TV advertising formats take advantage of the personal aspect of

• How to find the acceptable level of advertising in mobile TV formats
• Creating new paradigms for advertising: using interactivity to create demand for advertising from the user
• User statistics: who would use mobile TV and would ad-supported increase penetration?
• What are the opportunities for interaction with the mobile TV

• What are the features of made-for-mobile content versus repurposed material?
• How can mobile video be a vehicle for marketing and advertising?
• Product placement and sponsorship: is mobile a special circumstance for DRM?
• Will the consumer get bored of repeat viewing of advertising in or through downloaded

• What sort of deals are mobile games producers making to market their content? On portal and off portal
• How is the mobile channel used to market games - is it a stand-alone channel?
• Who decides the pricing model for marketing mobile games and what are the issues?
• How does made-for-mobile content compete with big brands for mobile advertising

• Casual gaming goes free: could the industry survive the loss of download revenue from casual gaming?
• Will the entire gaming business model change from pay-per-download to totally ad-supported?
• If ad-supported, free games proliferate, will any users still pay for premium content?
• How can the success of an advertising model be measured in gaming?
• What effect will advertising have on the uptake of games and will revenue per game change with an advertising model? How will this affect overall

• Evaluating the effect of data download charges on the popularity of mobile music
• What are the objectives of music brands and how do they align with mobile?
• What is the model for distributing music content in response to mobile marketing?
• Optimising the unique features of music: what is the pricing model for music content or inventory on a music site when the artist is at the top of the

• Maintaining traffic after track download: can mobile keep the dialogue with the consumer alive?
• Integrating music with other content
• What will open standards for music downloads mean for advertising and marketing on mobile?
• How much does music say about the consumer? User behaviour and community

• How does UGC actually work on mobile and is it more relevant to the personal mobile experience than to any other medium?
• Are there any successful business cases for advertising and UGC?
• What demographics indulge in UGC and what is their potential for advertisers?
• Viral marketing: what opportunities does the peer-to-peer distribution of UGC present for mobile advertising?
• Can UGC help engage consumers with

• How is social networking translating from the Internet to mobile?
• Who uses social networking on mobile?
• What are the unique challenges of social networking for marketers?
• Where is the value for the user in marketing through social networking

• Is paid search a proven business model for mobile and what are the available pricing structures?
• How can sponsored links on a small screen suit both consumer and advertiser objectives?
• Are there limits to mobile search other than just screen size? How will people actually use search and is this useful to advertisers?
• What is the ROI on pay per click? Does mobile reduce click

• Does advertising through search engines lead to greater uptake of rich content?
• What are the benefits and challenges of using on and off portal search for the discovery of marketing messages?
• How can search be used for cross-media campaigns?
• What is the relationship between search, content and

• What are the benefits of partnering with a branded search engine for advertisers?
• What do white label applications offer operators and how do these benefits translate to advertising clients?
• Comparing advertising revenues and browser traffic on branded and white label search applications
• What impact do branded portals and white label applications have on the mobile advertising value chain?
• How are consumers influenced by branded or white label solutions and how does this affect response to

• Who owns the idle screen and how can the space be used?
• Aligning search activity with personalised idle screen advertising
• Integrating one-to-many capability with targeted advertising and brand messages
• What are the benefits and risks of removing ‘intention' from the consumers' discovery of mobile

• Is local search advertising the future of ads on mobile?
• What is the role of advertising in navigation and search, and what is the role of navigation and search in advertising?
• How can local search advertising capitalise on consumer behaviour?
• Is local search relevant for all advertisers or will it only offer opportunities for

• Clarifying what needs to be done to make LBS a reality.
• Is there scope to incorporate or involve marketing messages in LBS or is it just the information that is useful?
• What do GPS, A-GPS and cell-ID technologies offer, how do they differ and who holds the location information?
• Making location information available across networks and applications for maximum campaign

• What are the benefits of Bluetooth and infrared technologies for delivering marketing messages?
• Delivering branded rich content at the point of interest
• What is the consumer reaction to push marketing based on location?
• How to integrate proximity marketing into wider

• Managing the personal relationship consumers have with their phones: maintaining a sensitive approach
• Is opt-in or opt-out a more acceptable approach? And which is more meaningful for advertisers?
• Keeping track of multiple SIMs and recycled numbers to minimise unwanted marketing messages
• How to balance ‘opt-in' with contextual and personal messages: can opt-in allow for useful

• What are the main objectives and features of the directive and how directly applicable are its components to the mobile space?
• How does the EU view the development of new advertising techniques using the mobile channel?
• What effect will the proposed Audiovisual Media Services Directive have on the growth of mobile

• Can advertising work without interoperable platforms?
• How has technology fragmentation affected content usage growth and should this be a lesson for advertising?
• Is it feasible to ask advertisers and agencies to understand and work with fragmentation?
• Getting advertising to the masses: how can advertisers get scale in an inherently fragmented

• What effect will widespread Wi-Fi networks have on mobile phone usage and data consumption, and how will this impact advertising and marketing?
• Incorporating IP and wireless broadband into a communications strategy to deepen relationships with customers
• What is the difference in proposition between IP and Wi-Fi technology, and operator

• How great is the penetration of rich-media handsets?
• How much of a problem is handset fragmentation and can it be overcome?
• Do handsets need further capabilities, functionality or user-friendly features to support advertising and