MobiU2012 Summit: Mobile Everything
September 24, 2012
Microsoft Innovation Center, Chicago
SOLD OUT! We may find more capacity but only an HMC member can get you tickets
Final Closing Keynote added: Michael Bayle, SVP/GM Mobile, ESPN, will talk about Mobile and Passion Marketing
Keynotes added: Stephen Surman, former VP Digital Strategy, Anheuser-Busch, talks about Marketing Trumps Mobile.
Chris Brown, VP Product Management, Apartments.com, addresses Mobile vs. Stationary Behaviors
Click on “Curriculum” and “Speakers” tabs for more information.
Every demographic and psychographic is increasingly addicted to their mobile devices. Every innovation trend is altered by it. And every mobile technology has unique capabilities to disrupt the competitive field. Learn how from the brands blazing the trail at the MobiU2012 Summit.
Hear from brand innovators with experience at marquee companies such as: Anheuser-Busch, Apartments.com, Best Buy, Blue Cross Blue Shield, Cars.com, Deloitte Digital, Encyclopaedia Britannica, Kimberly-Clark, United Airlines, Walgreens and others as they discuss innovation in the mobile sector and provide insights into the behaviors of the “new” mobile consumer. Click on the “Speakers” or “Curriculum” tab for more details. Over 200 brands, marketers, agency representatives and product managers spanning the B2B and B2C channels from North America are expected to attend MobiU2012.
Tickets to the Mobile University Summit include free admission to the Mobile University Reception afterwards from 6:15-9:00pm. Enjoy free hors d’oeuvres and drinks while you network and learn more in our Experience Hall.
Mobile University™ is the creation of the Heartland Mobile Council, a Chicago-based non-profit whose mission is to bridge the gap between marketers and the mobile industry. The confluence of consumer retailers, brands, researchers and agencies – combined with the presence of the “average consumer” – make Chicago, the Heartland of America, the best place to learn how to utilize mobile technologies to communicate with your customers.
Mobile University is made possible by the generosity of our Sponsors and support of our Partners. Thanks to Microsoft as our Host Sponsor!
CURRICULUM (last year’s curriculum here)
MONDAY, SEPTEMBER 24th
The first step in creating successful mobile marketing programs, or any successful digital marketing program for that matter, is to forget about technology entirely. Technology is often a solution to a yet to be defined problem. Marketers first need to find an itch that shoppers or consumers need or want to be scratched and define the role of their brand in Scratching That Itch. In his opening keynote, Steve will demonstrate how marketing principles determine the success of mobile programs. He draws on his 14 years of digital marketing experience with Anheuser-Busch and Procter & Gamble to provide you with a framework to scratch your consumer’s next itch.
Track 1 – Trends/Technology
Everyone wants information where they are and when they need it. Since there is so much content that is free on the Web, not everyone is willing to pay a premium for content. But how do you know what information to trust? How can you be sure that the information you are getting is up to date, unbiased, and accurate? And how many people even care and are willing to pay a small amount to feel confident in what they are getting from their apps and from the Web? At Britannica we have been wrestling with these questions, and we believe we have a mobile value proposition that allows us to serve our loyal user base at the highest level and maintain profitability. In this session we will discuss the product and business models behind our mobile strategy.
Track 2 – Demographics – BUSINESS TRAVELERS
United’s most valuable customers, global business travelers, are mobile; traveling 24/7 all over the world. Business travelers want information that’s fast, accurate, and easy to access. Just as it’s important to provide accurate and consistent information across all channels, it’s equally important to keep that information up to date in a fast pace changing environment on a global level. Our customers also use a variety of devices to stay connected; smartphone, blackberry, feature phones, tablets, laptops, etc. In this session we’ll discuss United’s strategy to provide highly mobile users with relevant data and information, regardless of how they choose to connect. We will also talk about features, enhancements, and options we’ve developed and deployed to make the business traveler’s life easier. Your consumer may not be as demanding as our business travelers…yet. But they will be soon. Come to this session and learn ahead of the curve.
Track 1 – Trends/Technology
What is convenience? But really, think about that question. It used to be a pretty simple concept, being on the corner meant you were the most convenient location. Times have changed, where your store is located can still be very relevant, but so is where your customer spends their other time. Convenience is now about being in the customer’s pocket, with easy access from their phone. Not just a phone call away, but a touch of the screen. This idea has continued to evolve to the point where some lucky brands have even been invited into user’s social circles for the ultimate convenience and connection. At Walgreens we look at the largely untapped power of social media, geo-location and mobile and ponder these kinds of questions every day. In this session we will share a some of the answers we’ve found.
Track 2 – Demographics – NEW PARENTS
New parents are some of Blue Cross Blue Shield of Illinois’ most highly engaged consumers and we saw an opportunity to leverage their motivation for better health outcomes through mobile. Recently, we began an initiative to enhance our maternity care management program and deliver the program’s benefits to a wider audience. This lecture covers how we created a successful mobile campaign for this program by looking inward at challenges within our own organization. We incorporated research from new parents and a diversified group of experts in the field of maternity that created insights we used in our initiative. Drop in to hear more about how we developed our program and learn why our research led to a separate mobile experience for moms and dads.
Track 1 – Trends/Technologies
The law generally lags technology – sometimes to a wide margin. However, enterprising plaintiffs’ lawyers have not been reluctant to file claims against well-intentioned companies for mobile, location-based and other digital media related campaigns. With the advent of new marketing campaigns, such as friend forwarding and loyalty programs, companies need to be aware of all the laws and regulations that may potentially apply. David’s presentation will address the current state of the law, discuss the kinds of marketing and privacy-related lawsuits being filed and offer suggestions for avoiding risk and mitigating liability.
Track 2 – Demographics – MILLENIALS
Millennials are the most mobile generation ever. In particular, 45 percent of teenage Millennials (13-17) report to have a smartphone. For them, media on mobile comes as no surprise, it’s actually an expectation. But in order to capture the attention of this hyper-connected generation, marketers must approach them with a cool (but not too cool), creative, and fun experience that is memorable and social sharing-worthy. During this session, Pandora and OMD will discuss a successful case story with Gatorade targeting teenage Millennials and dissect the campaign’s challenge, solution and results. The session will uncover the latest habits and trends of teenage Millennials as well as the importance of personalizing and creating unique experiences that matters most to this generation.
Track 1 – Trends/Technology
With the continued growth of mobile traffic, Cars.com has set a high priority on developing innovative mobile products across multiple platforms. Today, Cars.com offers a mobile website, iPhone application and Android application, designed to help consumers shop for and research cars while using a mobile device. By analyzing the behaviors of auto shoppers, it is clear that the use case for consumers can be different by platform. The Cars.com mobile products allow consumers to bridge the physical world with the digital world by providing the essential car shopping tools any place, anywhere. Come to this session to learn about the evolution of Cars.com mobile and how consumer behaviors differ based on channel, whether in-person, online, mobile, tablet, app or mobile web.
Track 2 – Demographics – YOUNG MALES
Best Buy customers have been at the leading edge of mobile adoption and actively use both tablets and smartphones as part of the purchases process. In this session we will discuss the emerging trends we are seeing with our customers as they use mobile during their path to purchase. In addition, we will share a Back to School mobile advertising case study, where Best Buy targeted and engaged students with a unique partnership. Join us to hear how the brand that makes technology works for you is integrating mobile marketing into its marketing mix.
Track 1 – Trends/Technology
Innovations in mobile technology are moving at a rapid pace and leaving a trail of disruption in their wake. Convention wisdom suggests that mobile commerce is exciting, but may still be too small to stand on its’ own in most retail categories. Deloitte will share new research that attempts to quantify current and projected influence of mobile on in-store sales and provide compelling evidence for why mobile should be a C-suite issue and not simply a marketing initiative. In fact, a successful mobile strategy is one that not only drives mobile commerce but also influences brick-and-mortar conversion and enhances the omni-channel customer experience.
Track 2 – Demographics – MOMS
No one can deny the tremendous growth in mobile usage, smartphone adoption, app downloads, tablet growth or the fact that Moms especially have enthusiastically embraced these new devices, services and technology. Yes, Moms love mobile. Kimberly-Clark brands are mobilizing to ensure we continue our conversation with Mom how, when and where she chooses. We’ll examine how several of our brands have learned to love mobile just as much as Mom, especially when all Moms are not alike.
Much of the justification to spend on mobile comes from the assumption that mobile user behavior is drastically different from the behavior of “stationary” users. But is this always the case? And if usage patterns aren’t drastically different, did you just blow a wad of cash? Chris Brown, VP, Product Management at Apartments.com, examines this topic through the lens of actual data from Apartments.com’s mobile and desktop applications, looking at the differences – and similarities – in behavior and how both justify the investment in mobile.
Mobile & Passion Marketing
Michael Bayle, SVP/GM Mobile, ESPN
Sports is one of the original “mediums” to connect people – perhaps the original social network. Fans are insatiable for content surrounding their teams and players of choice, irrespective of time zone and geography. Learn how ESPN programs to the always connected fan across all screens, and how marketers are adapting to this fast-pacing medium. Hearing how a brand on the forefront of this new medium has managed its fastest growing audience will give you great insights on how to manage the incoming mobile tide.
Evening Mobile Networking Reception
Mobile University speakers have nothing to sell. Ok, maybe they want to sell you a flatscreen TV, diapers, cars, photos, or educational content. But they aren’t selling any mobile services so you can trust them. Through case studies and/or research they will help you understand how to navigate the tricky waters of the ever-changing mobile industry. If you’re interested in speaking, you must be a brand or bring a brand to speak with you. Please contact firstname.lastname@example.org.
Anthony Arguelles joined the Cars.com team in 2011 and is the Local Mobile Solutions Manager. In this role, Anthony works to enhance Cars.com’s mobile site and mobile apps to better serve car shoppers on the go. He also assists with the development of mobile advertising products for car dealerships to help them reach this growing segment. Anthony will continue to monitor the growing mobile space to help Cars.com identify opportunities of growth on multi-media platforms and lead the third-party mobile automotive space.
Before his role at Cars.com, Anthony worked at Sprint for 9 years as a Regional Marketing Manager. In this position, he focused on developing strategic mobile marketing plans and executed consumer-facing campaigns across multiple markets. Anthony earned a bachelor’s degree in Information and Decision Sciences from the University of Illinois at Chicago and an MBA from Governors State University.
Michael Bayle is Senior Vice President and General Manager of ESPN Mobile. A former Yahoo! and Microsoft executive, Bayle develops and manages all aspects of ESPN’s mobile strategy and execution, including content production, programming and publishing on every ESPN Mobile platform. Most recently, Bayle was Vice President of Monetization and Marketing at Amobee, a leading mobile marketing developer. Prior to Amobee, Bayle was Senior Director of Global Mobile Monetization at Yahoo!, where he launched Yahoo’s mobile advertising business, while building a global team that created mobile campaigns for Fortune 500 partners in 29 markets.
Bayle is a graduate of Stanford University, with B.S. and M.S. degrees in Computer Science, as well as a bachelor of arts in Japanese. He is also co-founder of Drink Exchange, a monthly global internet networking event.
Corey leads the Online Health Management initiative for Blue Cross Blue Shield of Illinois, New Mexico, Oklahoma and Texas. As part of his responsibilities, he develops digital solutions for managing high-risk medical conditions. Most recently, he led the development of a successful web and mobile based program designed to increase access to care for mothers experiencing high-risk pregnancy. In addition to his work at BCBS, he serves as Principal Editor of Science and Technology for Dain Clutch Publishing where he directs the acquisition, development, and publication of media related to technology.
Prior to BCBS, Corey developed digital behavioral health interventions for Inflexxion Inc. Further, he served eight years in the U.S. Army and Army Reserves, where his most notable deployments included Operation Iraqi Freedom and Operation Noble Eagle. He holds a Master in Computer Information Systems from Northwestern University and a Master of Public Health from Boston University.
Sarah is a ten-year veteran of PepsiCo and is currently Sr. Marketing Manager for Gatorade. Prior to PepsiCo she worked at SymphonyIRI and at Adbot.
Sarah has her B.A. in Marketing from University of Illinois at Urbana-Champaign – College of Business and her MBA from Northwestern University – Kellogg School of Management.
As Vice President of Product Management, Chris is responsible for managing the strategic direction and execution of the Apartments.com portfolio of products for consumers and advertisers. Apartments.com is the leading apartment rental site in the U.S. with more than 17,000 communities representing all 50 states.
Chris is a five-year veteran of Apartments.com team, prior to which he served as a group product manager at Cars.com. Since joining the Apartments.com team in July 2007, Chris has led efforts in mobile development, including native apps, mobile web and SMS-enabled marketing products.
Chris earned a bachelor’s degree in journalism from Michigan State University and an MBA from the University of Chicago Booth School of Business.
Will Lajoie is marketing director of mobile innovation and promotional development for Best Buy. He lead the definition and launch of the Deal of the Day program and mobile value propositions. During his time at Best Buy Will has also served as the marketing lead for program development within Best Buy’s financial services, loyalty, and Geek Squad initiatives. Prior to joining Best Buy, Will was one of the early employees at LinkShare and was the client services lead on the Dell and FordDirect affiliate programs.
Will holds a bachelor’s degree in Literature from the University of Notre Dame and an MBA from the University of Michigan. He lives in Minneapolis with his wife, Dana, and two daughters.
Kim Luegers is the Director of Mobile and Emerging Media at Pandora. In this role, Luegers is tapped to provide thought leadership strategy to further advance Pandora’s mobility offering through data-driven insights. As Pandora’s primary mobile evangelist, Luegers is integral in helping bands, brands and fans unite across multiple platforms within the Pandora listening experience.
Luegers joined Pandora in early 2011 from DRAFTFCB, where she led emerging media strategy and planning for the Chicago office. Luegers began her career in advertising, buying & planning traditional media in Chicago and worked at both Mediaedge and OMD. In 2012, Luegers was ranked third in Business Insider’s list of The 21 Most Powerful Women In Mobile Advertising. In 2010, she topped Mobile Marketer’s list of Women to Watch.
Luegers is a proud alumnus of Indiana University’s Kelley School of Business.
Within the Kimberly-Clark Digital & Relationship Center of Excellence, Kyle works across brands on digital, social, mobile and CRM strategy development and tactical execution of commercial programs and platforms. Prior to Kimberly-Clark, Kyle worked at several agencies with clients including Harley-Davidson, AIG, Markel American Insurance, Humana, Blue Cross Blue Shield of Minnesota and Kimberly-Clark. Kyle also spent nearly a decade in B2B healthcare eCommerce in marketing strategy and account management.
Michael N. Ross is the Senior Vice President, General Manager of Education, at Encyclopaedia Britannica, Inc. He is responsible for spearheading the development of Britannica’s digital and print products and the sales and marketing activities for North American schools and libraries. Prior to joining Britannica in 2002, Michael held executive positions at several publishing companies. He began his career as an editor for Time-Life Books, and worked for three years in their Tokyo bureau. Michael was inducted into Printmedia’s Production Executives’ Hall of Fame in 2002 and the Educational Publishing Hall of Fame in 2009.
He has a B.A., summa cum laude, from the University of Minnesota (where he was recently named “An Alumni of Notable Achievement); an M.A. from Brandeis University; and a certificate from Stanford University’s Advanced Management College.
Jazz is an experienced professional with over 8 years of consulting experience. His main focus and areas of interest include Multichannel Retailing, eCommerce, and Mobile. Some of his most recent project experiences have included developing the mobile vision and stategy for a $9B company, developing a digital strategy for an innovative Retailer with a social/community based business model, and defining the next generation global eCommerce platform for a Fortune 100 Retailer looking to expand eCommerce operations internationally. Jazz also leads several thought leadership and practice building efforts for Deloitte’s Multi-channel practice. He most recently led the research and development of the white paper “The Dawn of Mobile Influence” which presents first hand research on consumer’s use of mobile devices when shopping in stores and quantifies the mobile influence on store sales.
Jazz holds a BS in M.I.S and Operations from the University of Arizona and a MBA with a focus in Strategic Operations from Cornell University.
Bobby is part of the leadership team for Deloitte’s Retail & eCommerce Practice with 12 years of experience in both consulting and operations.
Bobby’s primary focus is on growth strategy and execution for retail and consumer companies related to eCommerce, mobile and digital growth & operations. He has specific experience partnering with senior executives to define executable strategies and business cases to secure capital funding and board-level support. He’s recently led (or is leading) several digital efforts encompassing strategy, market research, design, planning, organizational / operational change and implementation.
Bobby has published relevant work in major industry publications including Shop.org, Forrester and Retail Merchandiser Magazine. Additionally, he has been recognized as an educator in the space, serving as a guest professor and advisor at several universities.
Stephen has spent 14 years leading the digital marketing programs for some of the world’s largest consumer goods brands. As former Vice President of Digital Strategy for Anheuser-Busch, Stephen was responsible for setting direction and developing marketing plans to support the company’s U.S. portfolio, including Budweiser and Bud Light. Previously, Stephen led digital marketing for Procter & Gamble’s Baby & Toddler Care and Feminine Care divisions, where he had responsibility for brands like Pampers, Tampax, and others. Stephen is currently serving as an advisor to start-ups in residence at The Brandery, a top-ranked seed stage consumer marketing venture accelerator located in Cincinnati.
Stephen is a graduate of Cornell University, where he received a bachelor’s degree in engineering. He also holds a master’s degree in computer science from Northern Kentucky University and an MBA from the University of Chicago. @stephensurman
Jeff Ulrich has worked in the Airline business for over 25 years. His background is as varied as the number of years he’s worked for Continental and now the new United; from Call Centers to Airports to Technology, all of his experience has focused on enhancing the Customer Experience. In his current role as Sr. Manager Innovation, his overall goal is to deliver and implement technologies that make sense and provide exceptional customer service.
Jeff’s most recently been involved with the design and launch of Continental’s and United’s mobile app. Designing an Airline mobile app presents unique challenges; users tend to be on the go, they need to access information while navigating the airport and juggling luggage. The information is constantly changing and updating, so determining live data requirements vs. data that can be resident in the app is an ongoing consideration. The United mobile app strives to provide the busy traveler with just the right balance of information and functionality.
Zach West is a Social Media Strategist at Deerfield-based Walgreens. Working within the company’s digital marketing team, he is responsible for social media strategy and planning as well as integrating social media into Walgreens’ many consumer-facing initiatives.
Prior to his current role, West joined Walgreens as an Email Programs Analyst most recently worked with the Promotional Planning team managing Walgreens Photo’s online marketing. West has a B.S. in Economics from Purdue University.
W. Don Wortley
Don Wortley is an experienced digital marketing expert with an obsession for finding solutions to today’s business challenges through technology, innovation and research. He has a passion for all things social and mobile. In his role at Best Buy, Wortley was among the first to recognize the marketing potential of social gaming. He recently developed and managed the first-ever branded retail store in the popular social game CityVille, resulting in more than 40 million impressions from media coverage and 1.2 million new fans to the Best Buy Facebook page in eight days. Over the past two years, he helped Best Buy launch its partnership with Shopkick and deployed many new mobile technologies in its connected store pilot.
Wortley holds a bachelor’s degree in economics from Utah State University and a master’s degree in integrated marketing communications from Northwestern University. He and his wife, Elizabeth, live in Minneapolis and are parents to the cutest baby boy in the world.
The Mobile University Experience Hall is a pass to learn about mobile firsthand. We bring exhibitors, NO CHARGE, to our Experience Hall because we believe you need to see their mobile technology, product or campaign. These exhibitors bring ideas that will change the lives of your consumers and will help you understand how you can engage them through mobile.
Please contact Mitch Posado at email@example.com for more information.
Last year we were the first to let you see the Google Wallet. This year Walgreens will demo some of the great work they’re doing in mobile. As a leader in mobile marketing, you will get to see the way their consumers will engage with Walgreens and how they will win the war with “Showrooming.” This is an experience you won’t want to miss! They will be joined by many more experiences so stay tuned.
Below are examples of some Experience Hall exhibitors from last year’s MobiU2011 Summit.
|Buy Something with Google Wallet||Hear the 1st Performance of the Mobile 101 Rap|
|Play with the Cadillac Interactive Window||See The ONE.org Flash Mob|
Microsoft Innovation Center
Aon Center, 200 E. Randolph St.
Chicago, IL 60601
For nearby hotels, check for reservations at one of the following:
Really sponsors are our partners. A “sponsor” pays money and gets tables, media and mentions. As our partner, we work with you to create a unique experience that all attendees will want to be a part of. Our Partnership Team crafts each partnership to highlight your company’s strengths and capabilities. Do you want to talk to brands, marketers, agencies? We will help you in ways that no other conference can – by integrating your business proposition into our the Mobile University Experience. Contact Josh Cole at firstname.lastname@example.org for more information and download our sponsorship summary: MobiU2012 Summit Partnership Options (278)
Registration is based on the role of your job. For Marketers & Product Managers working directly for a brand the regular ticket price is $299. Agencies, Consultancies and Recruiters who buy and sell mobile services pay $400 base price. Those who work at mobile companies, digital companies and others who are selling services pay $500 base price.
The Mobile University is open to all but we recognize that some roles will impact the growth of the industry more than others. As our mission is to educate brands on how to use mobile, we subsidize those who work directly on brands and their brand stewards.
Enroll during our “Early Decision” – pricing increases after August 24th, so enroll early!
|Seller (Mobile &
Digital Tech Co.)
(8/25 – 9/14)
(9/15 – 9/24)
For speaker consideration please review the speaker summary form. Due to the specific nature of our curriculum, you may have a great body of work but we may not be able to feature you at our Summit. Please contact Hugh Jedwill at email@example.com.
For questions regarding sponsorship of this event or others, please contact Josh Cole at firstname.lastname@example.org.
For questions regarding being a exhibitor in our Experience Hall, please contact Mitch Posada, Director of Experience at email@example.com.
For questions regarding registration for this event or others, please contact Jerry Rosenquist, Director of Programming at firstname.lastname@example.org.
Members of the media are welcome and encouraged to attend this event. To request a press pass or for further information, contact Kevin Williams at VIP-Media@heartlandmobilecouncil.com
*Note – to be considered for a press pass, you must produce at least 3 recent examples of your work for review & verification.