Program

Mobile content has become a diverse field: WAP sites, iPhone-formatted sites, desktop HTML pages. More video, more apps, and the mobile Web. What works best? Do you develop a Web site or a mobile app? Do you bother with streaming video? In some countries (e.g. South Korea), mobile TV is ubiquitous. Here, it's still fractured, and no one is sure who wants to pay for it. Where is mobile content headed? Our panel of experts will investigate what makes content compelling on today's mobile devices.

PAUL REDDICK CEO Handmark	MICHAEL SCHNEIDER CEO Mobile Roadie	JENNIFER STENGER Licensing & Business Development, Mobile Markets Associated Press	BRENDON KRAHAM Senior Director of Ad Sales AdMob

LANCE ULANOFF (Moderator) Editor-in-chief PCMag.com

There's a lot more to monetizing an app than the up-front price. There are ad-supported and paid versions, plus potential subscription fees. There is extra content, which can be purchased a la carte (such as wallpapers, ringtones, or extra functionality). Which models work best for the media industry when developing a mobile app? This panel will examine how it all breaks down across TV networks, magazine publishers, newspapers, books, and related industries.

CHERYL LUCANEGRO (Moderator) SVP Ad Sales Pandora Media, Inc.	JEFF HASEN Chief Marketing Officer HipCricket	RACHEL PASQUA Director of Strategy, Emerging Technologies iCrossing	ALISTAIR GOODMAN CEO Placecast

JENNIFER OKULA Vice President, Data Innovation Safecount

This panel will discuss how to make your mobile content attract customers. In the early days, customers purchased content based on tiny three-word titles and descriptions on low-res screens. That meant licensed, well-known properties did well, and original IP didn't. Now, the field is wide open. As a result, there are thousands of apps out there, and it's tough to get noticed. Our experts talk about how to do it the right way.

CHRIS QUICK (Moderator) Mobile Media Analyst The Nielsen Company	BORIS FRIDMAN CEO Crisp Wireless	JEFF LITVACK GM, Mobile and Emerging Products Associated Press	MYK WILLIS CEO and Founder Myxer

PATRICK MORK VP, Marketing GetJar

This session will focus how to develop great marketing campaign strategies, build brand value and create strong customer relationships via the world’s most personal communication device.

MICHAEL BECKER VP, Mobile Strategies, Mobile Labs iLoop Mobile, Inc.	AIMEE VILES VP, Emerging Media Bravo Media

We're all tired of hearing "[current year plus one] is the year of mobile video!" Instead, this panel, packed with mobile-savvy TV and media executives, will focus on practical issues: what consumers want, what hasn't worked, and what needs to change. Today's mobile TV problems are legendary: stuttering video feeds, expensive monthly plans, confusing channel guides, and the lack of a true broadcast mobile TV standard in the U.S. Is there a model? What about watching Hulu on a netbook, and switching between that and an iPhone? After this panel, we're sure you'll agree: who needs DVD drives anyway?

SASCHA SEGAN (Moderator) Mobile Editor PCMag.com	DERMOT WATERS Director of Technology and Business Strategy CNN	MICHAEL HIRSHOREN VP, Sales Rhythm NewMedia	JAY HINMAN Senior Director of Partner & Product Marketing MobiTV

Wrap up session featuring talks from two major media organizations about mobile strategy - Robert Spier, director of content development and mobile OPS for NPR, and John Waanders, head of mobile for Bloomberg Media. Each will provide perspective on strategic mobile development. Dan Costa leads the follow up discussion and Q&A.

DAN COSTA (Moderator) Executive Editor PCMag.com	ROBERT SPIER Director, Content Development and Mobile OPS NPR.org	JOHN WAANDERS Head of Mobile Bloomberg Media

This session will provide a detailed overview of today's mobile platforms, to help you decide where to target development efforts. We'll go over the kinds of apps that could work best for your organization, how much development will cost, what the design and development process is like, and how to find developers to work on your project.

MICHAEL BOORD Acting Global Director Associated Press	JEFF LITVACK GM, Mobile and Emerging Products Associated Press

What do you want your apps to do? In this workshop we'll discuss use cases for several kinds of apps, and step through the various things users might want to do. (Hint: avoid throwing in features that "extend the brand" but are actually useless for customers.) We'll also go over the differences between native apps (for the iPhone, Android, BlackBerry, and other platforms) and mobile Web sites (like iphone.facebook.com or m.cnn.com). In some cases, a (lavishly designed) mobile Web destination, with specific iPhone, BlackBerry, Android, and other formats and dedicated URLs, would be more sensible.

PAUL REDDICK CEO Handmark Inc.

Let's say you wanted to get started tomorrow morning. How long is a typical development cycle? Do you need to hire artists or audio professionals? What about a UI designer? Who will build your app for you? What do they need? Will they be able to communicate with each other? In this workshop we'll go over software developers kits, test machines, and development models, as a sort of "producer or project manager's overview" of how the process will work from start to finish. The goal is to have everyone working efficiently with the right information. The last thing you need is for, say, an artist to spend a week creating assets for a feature the designers had actually deleted last month—all because the artist was still working off of an old design document. (This happens more often than you might want to believe.)

MICHAEL HIRSHOREN CEO Rhythm NewMedia	IAN GELLER Director of Business Development Pandora Media, Inc.

Touch gives you freedom to design new buttons in addition to dragging and flicking. Hardware buttons are fixed, not to mention different from phone to phone—but lots of folks still swear by their QWERTY-equipped BlackBerrys and Sidekicks. How does this all affect app design? Example: BlackBerry OS apps need a Storm/Storm2 version as well as non-touch versions. Windows Mobile apps are either touch, no touch, or have a special UI overlay to deal with (TouchFLO, Samsung TouchWiz). iPhone, Android, and webOS apps are all touch.

BRIAN MEEHAN Head of Worldwide Product Development Sourcebits

Your app is done - but unfortunately, it's still only the beginning. Brock Batten, co-founder and creative director at Mobile Roadie, will discuss the hidden quirks of getting apps ready for distribution on different platforms, along with how versioning and staged releases can increase your bottom line.  with Brock Batten (Mobile Roadie)

BROCK BATTEN Co-Founder & Creative Director MobileRoadie.com

This session will explore the the four aspects of social ubiquity, People/Time/Place/Activity and how when they combine they become a disruptive force in the market.

MICHAEL GARTENBERG Partner Altimeter Group and Technology Columnist	DAN COSTA (Moderator) Executive Editor PCMag.com