“Marketing—The Mobile Channel” is a day-long program dedicated to exploring the strategies, successes and barriers to marketing through mobile devices

CTIA WIRELESS 2007®, the world’s largest event for the wireless industry, said it will offer a full-day program: Marketing –The Mobile Channel on Monday, March 26 which will explore the strategies, success and barriers to marketing through mobile devices. CTIA WIRELESS® takes place March 27-29, 2007 at the Orange County Convention Center in Orlando.

The program will address how the mobile channel is complementing traditional forms of advertising, helping businesses build loyalty and awareness by engaging wireless subscribers in interactive dialogues. New uses for Short Message Service (SMS), Common Short Codes (CSC), Multimedia Messaging (MMS), Mobile TV, Mobile Advertising, and Mobile Search will be explored during the program.

“Targeted, precise messages aimed at receptive audiences are the holy grail of advertising,” said Robert Mesirow, Vice President of Operations and Show Director for CTIA WIRELESS®. The mobile channel provides brands, content providers and agencies a new means to target consumers. The program’s sessions and real-life case studies will demonstrate how some businesses are using the third screen to reach 200 million North American consumers whose mobile devices are an integral part of their daily lives.”

The keynote speaker, John Hadl, CEO of Brand in Hand, will address the audience at 9:15 a.m. on some of the opportunities and obstacles to adoption of mobile marketing strategies by brand marketers. He is an advisor to several leading mobile companies and a number of major brand marketers in the U.S. More than 50 “in market” mobile campaigns have been developed under his stewardship and he is currently the Strategic Advisor of Procter & Gamble’s Consumer Innovation group for mobile.

Session topics will include mobile commerce, international influencers, advertising and marketing, aggregator corner, carrier review and case studies. Speakers include executives from ALLTEL, AT&T Mobility, Digitas, Disney Mobile, DraftFCB, Helio, mBlox, ShopText, Sprint, Telephia, Third Screen Media and Verizon Wireless.

Sponsors of Marketing the Mobile Channel include Third Screen Media, NeuStar, Advertising Age, RCR Wireless News, The Canadian Wireless Telecommunications Association, Common Short Code Administration, the Mobile Marketing Association and CTIA – The Wireless Association®.

Also taking place at CTIA WIRELESS® on Monday, March 26 is Billboard’s Mobile Entertainment Live! conference (formerly MECCA), presented by Mozes, in association with QuickPlay Media. This one-day event encompasses the current state of mobile entertainment and what the future might hold. Guided by Billboard's global editorial team, CTIA and an advisory board of industry experts, attendees will discover how they can participate in, and profit from, the mobile entertainment revolution. Attendees will also learn from and network with the visionaries defining the mobile space today, and gain development, marketing and consumer insights from leading analysts and end users. For more information on Billboard’s Mobile Entertainment Live! including the complete agenda, visit www.billboardevents.com.

Source: CTIA WIRELESS 2007