08:30                Registration & Morning Coffee

09:30                Opening Remarks from the Chair

Eamon Hession, Chairman, Mobile Marketing Association of Ireland & CEO of Púca

09:40                Analysing the Irish Mobile Market & Emerging Trends

Chris Hanley, Director, Vodafone Ireland        

10:10                Using the Mobile Medium in Multi-Channel Campaigns

·         Identify the challenges to using mobile advertising for your company

·         How to position your effort in the mix

·         Analysis other models

·         Develop interaction in each campaign

Olive Fogarty, Managing Director, OgilvyOne   

10:40                Mobile Marketing in the Mix

·         What is the role of the mobile device and a new channel?

·         How to successful add this channel to your mix

·         How to you maximise  

·         User interaction and evaluation

·         Reporting

·         Understanding the limits of a campaign and what objectives can be meet

Mark Congiusta, Head of Interactive, Irish International BBDO  

11:00                Coffee Break & Showcase Visit

MODERATOR:  Mr. Shane McGonigle, President, Institute of Advertising Practitioners in Ireland       

11:30                Importance of the Right Metrics

·         What are metrics?

·         What are you doing with them?

·         Reporting structure

Alexandra Rehak, Research Director, Analysys Mason Group (US)

11:50                Identifying your Addressable Mobile Market  

·         Identifying the market value by media device

·         Pre-qualify your push audience device capability

·         Dynamic mobile rate card

Ian Deakin, CEO, Pervenio

12:00                Driving Mobile Advertising through Personalization  

·          Importance of personalization & relevance of getting mobile advertising accepted

·          Analysing current click through rates

·          How can we improve them?

·          Building trust

Cathal O'Toole, Product Manager - Mobile Advertising, Jinny Software

12:20                Utilizing Subscriber Intelligence & Behavioural Targeting

·          Building rich subscriber behaviour profiles based on individual mobile data usage.

·          Delivering Personalized Recommendations for mobile content, mobile search & mobile advertising.

·          The importance of incorporating behavioural and contextual relevance in mobile data strategies.

·          Proven Results from implementations with mobile operators worldwide.

David Moran, CEO, ChangingWorlds

12:40                CASE STUDY: Where are the opportunities for advertisers?

Karina Carroll, Content Business Development, RTE

If you would like to submit a question to the panel please email it to speakers@i-ep.com

13:00                Networking Lunch

MODERATOR:  Paul Durrant, Director, Internet Service Providers Association of Ireland

14:20                Creating a Mobile Website

With mobile devices, such as the iPhone, now offering a better mobile browsing experience gaining ground, do companies need a mobile-specific website?  Is a trans-coded site good enough?  Managing devise diversity. What part does content discovery play in better interaction? What are the advantages of offering a mobile-specific website and how can it be used to drive traffic to existing content?

James Pearce, CTO, dotMobi

14:40                Mobile Web Advertising

·          Just what are the opportunities?

·         Altering the experience to make for a better experience

Gabriella Janni, Marketing Strategist, Google Ireland  

15:10                Data Protection & Privacy Laws - Overcoming the legal challenges in a mobile marketing environment.

Rob Corbet, Partner, Arthur Cox

15:30                CASE STUDY:  Developing a targeted Advertising Campaign

How does a brand ensure success in achieving their strategic objectives when there are so many vendors in the mobile space? Learn how to pitch is orchestrated to achieve brand goals and objectives

Donald Douglas, Managing Director, Return2Sender

15:50                Afternoon Coffee Break

16:15                Market Leaders: What are their thoughts on Mobile Advertising

This is a chance to meet the leading brands in the market and ask them about their view and experiences in relation to mobile advertising. If you would like to submit a question to the panel please email it to

speakers@i-ep.com

Chairperson: Association of Advertisers in Ireland Ltd. *

Chris Hanley, Director, Vodafone Ireland*

Peter McPartlin, Strategic Director, Carat Agency

Leo Moore, Creative Director, McCann Erickson

Donald Douglas, Managing Director, Return2Sender

Eamon Hession, CEO, Púca

17:00                Closing Remarks

Will the Mobile Channel be more effective as a sales or advertising medium?