Mobile FirstLook 2014 New York Jan. 15-16: Macy's, eBay, Coca-Cola, Office Depot, Lowe's, Zappos, Anheuser-Busch, REI
October 23, 2013
Macy's is a mobile role model
Registration is open for the third annual Mobile FirstLook: Strategy 2014 conference Jan. 15-16 featuring speakers from Macy's, eBay, Coca-Cola, Office Depot, Lowe's, Amazon's Zappos, Anheuser-Busch InBev, Rue La La, Citi, REI, Campbell Soup, Omni Hotels & Resorts, Forrester Research, Yahoo, The New York Times, USA Today, Frank & Oak, ForeSee and Cumberland Farms. This two-day New York event is a must-attend for brands, retailers, ad agencies and publishers looking to develop and implement mobile-surround strategies and tactics in 2014, a year where rapidly evolving consumer behavior will begin reshaping marketing and retail for the next decade.
At this exclusive summit organized by this publication at the Time & Life Building in Midtown Manhattan, attendees will get to listen and meet with key executives moving the needle for mobile advertising, marketing and commerce. The conference, whose agenda is below, will be limited to only 200 delegates and is divided into brand- and retailer-led keynotes as well as concurrent deep-dive panel discussions with marketers, ad agencies and market researchers on various mobile verticals and disciplines.
"Marketers and retailers can be sure of one thing in 2014: mobile will upend established business wisdom and practices," said Mickey Alam Khan, editor in chief of Mobile Marketer and Mobile Commerce Daily, New York. "Mobile behavior is now deeply embedded in the daily lives of consumers, forcing those interacting with them to rethink their marketing and retail strategies.
"Expect to see more empowered consumers who are one tap away from shifting loyalty if their needs are not fulfilled seamlessly through mobile-driven experiences," he said. "Indeed, 2014 may mark the start of an era where all marketing is mobile."
Mobile's the real thing for Coca-Cola
Key analysis and insight
Completely editorially led, Mobile FirstLook: Strategy 2014 will offer enough insight and analysis for attendees to make informed opinions in a year where the fight for the consumer's attention and wallet will be more intense than ever.
In addition to research on mobile marketing and mobile commerce, the summit will also focus on the issues, opportunities and challenges that lie ahead in mobile advertising, banking and payments, content and publishing, database/CRM, email, legal/privacy, mobile commerce, search and social media.
Also under discussion will be the role of advertising agencies as mobile redefines their role as brand custodians as well as a recap of holiday 2013 from the mobile standpoint.
EBay's iOS 7 app
Attendees will get access to all presentations made at the event.
The event is priced at $695 for two days, which includes breakfast, lunch and cocktails on day one and breakfast and lunch on day two. Refunds will not be given 72 hours before the event or for no-shows on the day of the conference.
For sponsorships including tables, lunch keynotes, moderating slots, seat drops, charging station, breakfast and cocktail hour, please contact Jodie Solomon at .
Mobile FirstLook: Strategy 2014 is part of this publication’s exclusive summit series.
The summit agenda can also be accessed via http://www.mobilefirstlook.com.
Mobile FirstLook: Strategy 2014
Jan. 15-16, 2014
A Napean presentation
Time & Life Building
1271 Avenue of the Americas
8th Floor Gallery
New York, NY 10001
Jan. 15, 2014
7:30 a.m. – 8:30 a.m.
Breakfast and Registration
8:30 a.m. – 8:45 a.m.
Outlook 2014: Defining Themes for a Mobile-Always Approach to Consumer Engagement
Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily
8:45 a.m. – 9:30 a.m.
EBay: How the No. 1 Mobile Commerce Platform Views the Evolution of Retail
What a ride. Starting as an auction site for pez-dispensers and knick-knacks in 1995, eBay Inc. is now the No. 1 mobile commerce platform, with an expected $20 billion in transactions completed on smartphones and tablets in 2013. Quickly adapting from a service geared to mom-and-pop auctions to one that enables fixed retail for established retailers and brands across online and mobile, eBay’s current portfolio includes the eponymous site, the Paypal payment franchise and eBay Enterprise – all with a mobile-first mentality. Through universal multi-screen applications, first-round adoption of iOS 7 and honing in on location, eBay is a role model to all retailers and marketers seeking to understand evolving consumer shopping behavior. In this keynote presentation, attendees will learn:
• How the year ahead will be a game-changer for retail
• How eBay helped retailers approach holiday 2013 differently and lessons learned from the experience
• Importance of a multichannel approach in retail
• Creating personalized experiences, anytime, anywhere and on any device
• How eBay’s Retail Associate Platform allows retailers to understand their customers and drive engagement with shoppers
David Geisinger, head of retail business strategy and innovation, eBay Inc.
9:45 a.m. – 10 a.m.
10 a.m. – 10:45 a.m.
Forrester Research: How In-Store and On-Device Mobile Payments May Influence Multichannel Shopping
At the start of 2013, Forrester Research announced expectations that mobile payments would hit $90 billion by 2017. Since then, payments franchises including PayPal, Square, ISIS, Google Wallet and Amazon – as well as card giants Visa, MasterCard, American Express and Discover – have continued the fight to the top, introducing a spectrum of mobile wallets, email and proximity programs, all while struggling with issues that include privacy concerns, customer adoption and retailer participation. One thing is certain: slow-but-steady acceptance of mobile payments will change the in-store and on-device retail experience for brands and retailers alike. Ask Apple, Starbucks, McDonald’s, Pizza Hut, Amazon, Macy’s and Walgreens, where one click, tap-and-sign or wave is almost all that is required of the transaction process. In addition to sharing proprietary research, this session will discuss:
• Forrester’s new mobile payments forecast
• What these new findings mean for marketers and retailers
• Lessons learned from 2013
• What to expect in mobile payments in 2014 and beyond
Denée Carrington, lead mobile payments and digital wallet analyst, Forrester Research
10:45 a.m. – 11 a.m.
11 a.m. – 11:30 a.m.
Advertising: Why Isn’t the Pie Bigger?
As consumer activity moves to mobile devices such as smartphones, tablets, smartwatches and smartglasses, marketers look to follow those eyeballs. However, mobile’s share of multichannel advertising budgets is not matching audience numbers. This session will discuss:
• Trends in mobile advertising, including opportunities and challenges
• Brand, retailer and agency issues with targeting, measurement, cookies and tracking
• Role of advertising agencies, ad networks and real-time bidding exchanges in media buying
• Which channels are getting the ad dollars
Jennifer Okula, senior vice president, Millward Brown Digital
David Hewitt, vice president and global mobile practice lead, SapientNitro
Jonathan Perelman, vice president of agency strategy and industry development, Buzzfeed
11 a.m. – 11:30 a.m.
Ad Agencies: Defining Their Role in a Rapidly Evolving Mobile-Influenced Advertising and Marketing Environment
Technology has turned upside down the relationship between advertising agencies and their clients. Brands and retailers often bypass agencies in favor of direct dealings with mobile vendors who increasingly offer creative, technology and media services. This session will discuss:
• How mobile has changed the agency’s relationship with clients and role in the advertising and marketing process
• Who owns mobile within the agency
• How the creative development and media planning and buying have changed, along with mobile’s intersection with multichannel campaigns
• What clients are saying about mobile, and what that means for agencies, media and service providers
Chia Chen, senior vice president of North American mobile lead, DigitasLBi
Richard Ting, executive vice president and global executive creative director, R/GA
11:30 a.m. – 11:45 a.m.
11:45 a.m. – 12:15 p.m.
Banking and Payments: Why the Stalled Progress in Mobile Payments
The promise of the mobile phone as the wallet has not been fully realized. While service providers such as Square and Google Wallet have made inroads, the market has not seen much success with ISIS or even mobile efforts from the leading payment franchises. This session will discuss:
• Overhyped, underdeveloped: Is that the state of mobile payments?
• Stumbling blocks: merchant adoption, device incompatibility or consumer acceptance?
• Why near field communication, or NFC, has not taken off
• What the credit card companies are up to and how they intend to defend their point-of-sale turf from mobile challenger Square
Richard Char, global head of digital networks and merchant services for Global Enterprise Payments, Citi
Dave Banks, chief information officer, Cumberland Farms
11:45 a.m. – 12:15 p.m.
Content, Media and Publishing: Monetization and Advertising Challenges Loom Large
Without doubt, consumers are now reading more on mobile devices such as smartphones, tablets and ereaders than desktop computers and laptops. That evolving behavior is threatening the economics of content on mobile: advertising dollars are not following eyeballs, nor do paywalls work for commoditized news and content categories. This session will discuss:
• How mobile is jeopardizing established media models without transference of adequate ad dollars and subscriptions from print to online and now to mobile
• How publishers can monetize mobile even as supply completely outstrips demand
• The new face of media planning and buying: Programmatic buying, real-time exchanges and ad networks
• User behavior on smartphones versus tablets, and what that means for content producers
Craig Etheridge, senior vice president of digital and mobile ad sales, USA Today
Meredith Levien, executive vice president, The New York Times
Patrick Albano, vice president of social, mobile and innovation sales, Yahoo
Jeff Malmad, head of mobile, Mindshare
12:15 p.m. – 12:30 p.m.
12:30 p.m. – 1 p.m.
Database/CRM: Potential to Build Relationships on Mobile Lies Unexploited
Even as consumers move their work, life and play activities to mobile, marketers are struggling to keep pace with their marketing outreach on the most personal medium of all time. SMS and optimized email clearly are not being used to their full scope to add mobile to their multichannel CRM mix. This session will discuss:
• Why more mobile databases are not being developed – and at what ultimate cost
• The struggle with analytics and measurement
• Apple Passbook integration and what more can be done to involve brands and retailers
• Why common short codes are key to drive traffic and customers to other retail channels including stores
Dave Martin, senior vice president of media, Ignited
Jennifer Veesenmeyer, vice president of digital analytics, Merkle
Sheryl Kingstone, director, Yankee Group
Ethan Song, founder/CEO, Frank & Oak
12:30 p.m. – 1 p.m.
Email: Optimization for Smartphone Screens is Key to Retaining Consumer Interest
Depending on the research cited, email is one of the top three activities on smartphones. Yet emails not optimized for mobile remain one of the biggest pet peeves of consumers, costing brands, retailers and publishers lower open and click-through rates and lost business from shifting loyalty. This session will discuss:
• Why marketers are neglecting to optimize email for mobile devices
• Issues with rendering over smartphones
• How to optimize emails for mobile keeping in mind marketing messages, retail transactions and ad-supported news emails
• The importance of mobile-optimized landing pages after the click-through
Steve Rowen, managing partner, RSR Research
1 p.m. – 2 p.m.
Sponsored Lunch Break
2 p.m. – 2:30 p.m.
Legal/Privacy: Big Data, Big Brother, Big Issues
The legal landscape around mobile is characterized by unsettled issues over privacy, data collection, ad targeting, tracking and legislation that could dilute the full potential of mobile advertising, marketing and commerce. Add to that government surveillance concerns over consumer-data sweeps, fueling suspicion over the fill extent of cooperation from wireless carriers, social media networks, content producers and digital giants. This session will discuss:
• Consumer concerns over data collection and such information’s end use
• The difference in approach toward privacy in the European Union versus the United States and what that means for mobile
• Pending legislation nationwide and overseas: Do Not Track, right to be forgotten, Mobile Bill of Rights and data profiles
• How the cookie crumbles: why advertising suffers from lack of cookies on mobile Web
Michael Hazzard, partner, Arent Fox
Joseph Rosenbaum, partner, Reed Smith
Christopher Loeffler, associate, Kelley Drye & Warren
2 p.m. – 2:30 p.m.
Mobile Commerce: The Runaway Hit in Mobile and Retail’s Savior
The brightest spot in retail is mobile commerce. Not only does mobile generate sales on sites and applications optimized for mobile devices, it also drives traffic into stores, albeit with Amazon-favored showrooming as the constant threat. This session will discuss:
• Trends in mobile commerce, including spend numbers and differences in behavior over smartphones versus tablets, mobile Web sites versus applications and ecommerce versus mcommerce
• Responsive Web design or dedicated mobile sites: how Google is influencing decisions
• Why showrooming is here to stay and what to do about it
• Is mobile advertising and marketing driving mobile commerce?
Michelle Eten, divisional vice president of digital retail, REI
Kasey Lobaugh, chief innovation officer, Deloitte
Christopher Barcelona, executive creative director, Resource
Joe Lallouz, cofounder, Grand Street
Dan Kenger, digital creative director, Gin Lane Media
2:30 pm. – 2:45 pm.
2:45 p.m. – 3:15 p.m.
Search: How Mobile is Cannibalizing Desktop Search and What it Means for Key Players
The single column structure of smartphones has forced Google to rethink its business model in the mobile context. Consumers are no longer just typing words in a box, but searching via maps and voice commands, expecting results to be instantaneous, local and clickable to a mobile site or phone number. This session will discuss:
• How mobile has changed search behavior and what that means for retailers, brands and publishers
• Turning around an ocean liner: Google’s challenge ahead as it adjusts to fewer paid search ads on smartphones and lower CPMs with search-oriented wearable devices, cars and Google Glass
• How in-site mobile search is key to mobile commerce browsing, shopping and sales
• Best-practice tips for mobile search, including pointers for the after-effects of Google Enhanced campaigns
Bryson Meunier, director of SEO strategy, Resolution Media
Doug Platts, vice president of search strategy, iCrossing
Michael Boland, senior analyst and vice president of content, BIA/Kelsey
2:45 p.m. – 3:15 p.m.
Social Media: Retrofitting an Old Web Model to Mobile
Usage patterns on Facebook, Twitter, Instagram and others indicate that social media now is largely a mobile game. Questions, however, remain on whether these large networks can adequately monetize mobile to pay off investments and please investors while struggling to prove ROI on ads and sponsored posts on smaller screens. This session will discuss:
• How the key social media players – Facebook, Twitter, YouTube, Instagram, Pinterest, LinkedIn and Google+ – will shape advertising and marketing messages on mobile
• The struggle to monetize social media on mobile
• Lingering issues for mobile from social media ROI on the PC Web
• Will marketing overload turn off consumers from continuing engagement over mobile social media?
Kerry Kennedy, vice president of ecommerce, Omni Hotels & Resorts
Erik Rogstad, managing director, AKQA
3:15 p.m. – 3:30 p.m.
3:30 p.m. – 4 p.m.
Holiday Recap: Analyzing Mobile Marketing and Mobile Commerce Over the Holidays
With more consumers shopping over smartphones and tablets this holiday season versus years gone by, one thing is clear: mobile’s role as the influencing medium over search, shopping and buying is firmly established. But did retailers and marketers fully realize the potential of mobile in their holiday mobile marketing efforts? This session will discuss:
• Biggest trends over the holidays
• Which retailers and brands stood out for their holiday mobile marketing and mobile commerce efforts
• Examples of tactics and strategies that worked and that did not
• How this past holiday season will influence mobile in the year ahead
Zach Barkus, manager of mobile and emerging media, Campbell Soup Co.
4 p.m. – 4:15 p.m.
4:15 p.m. – 5 p.m.
Office Depot: How the Office Supplies Retailer Weaves Mobile Into Marketing
Having come from simple roots in 1986 with the opening of its first store in Fort Lauderdale, FL, Office Depot has grown dramatically over the past 25 years. The office supply store sold $10.7 billion-worth of products and services in 2012 and is looking to grow that number still. Its main tactic? Listen to customers and anticipate their needs. One of the ways that Office Depot is carrying out this mantra is via its focus on mobile. Whether through synchronization across platforms, mobile application or mobile point-of-sale, Office Depot is striving to stay on top of things. This keynote will discuss:
• Insight on the outcome of efforts including iOS, Android and augmented reality
• Performance review of back-to-school, Black Friday and Cyber Monday
• Holiday 2013 recap
• A look into January’s Back-to-Business initiative
• Key engagements and goals for 2014
Gabriel Cabrera, head of mobile business strategy and program owner, Office Depot
5 p.m. – 6 p.m.
Sponsored Cocktail Reception
Jan. 16, 2014
7:45 a.m. – 8:45 a.m.
8:45 a.m. – 9 a.m.
Hello Again: Brands and Retailers Discuss Mobile Strategies for 2014
Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily
9 a.m. – 9:45 a.m.
Macy’s: Going from Department Store to America’s Omnichannel Store
After having touted the title as one of the leading department stores in the United States for years, Macy’s no longer wants to rule the roost in the traditional sense – rather it wants to lead the omnichannel race. The company recognized the shift to mobile ahead of the curve and has worked to make the gap between stores, computers and mobile seamless for more than five years. With more than 800 stores nationwide and millions shopping online, Macy’s strives to benefit its customers by uniting all of the different channels in a way that also strengthens business. In this discussion, attendees will learn:
• How Macy’s mobile strategy has evolved
• How the Macy’s customer is using mobile for both discovery and transaction
• Why mobile commerce and engagement is important to retailers
• Highlights of mobile initiatives from fall and fourth-quarter 2013
• What is ahead for Macy’s and what is new and trending for 2014
Martine Reardon, chief marketing officer, Macy’s
9:45 a.m. – 10 a.m.
10 a.m. – 10:45 a.m.
Anheuser-Busch InBev: How the World’s No. 2 Brewer Paves the Path to Purchase via Mobile
With more than 200 brands including Budweiser, Stella Artois, Corona and Hoegaarden, Anheuser-Busch InBev prides itself on being consumer-centric and sales-driven in an age when digital innovation is key. While mobile can be seen as a road-bump to a company that is unable to take advantage of mobile commerce, Anheuser-Busch pursues strong ties between mobile and social media and incorporates that into a variety of campaigns. From mobile gaming to real-time polls and mobile ad campaigns to applications, the world’s No. 2 brewer is doing all it can to pave the entire path to purchase. This keynote session will discuss:
• Deconstructing Anheuser-Busch InBev’s mobile framework
• How apps are leveling the playing field between small and large companies
• How quick consumption patterns play into Anheuser Busch’s mobile strategy
• Anheuser-Busch InBev’s mobile strategy for the FIFA World Cup
• How the brewer deals with measuring ROI from digital campaigns
Hugo Hanselmann, global director of digital, CRM and licensing, Anheuser-Busch InBev
10:45 a.m. – 11 a.m
11 a.m. – 11:45 a.m.
Lowe’s: Understanding the Mobile Intersection Between Shopper and Store
As the second-largest home-improvement retailer worldwide, Lowe’s keeps its customers coming back by focusing on customer service and staying ahead of the curve, especially with mobile. The company has integrated mobile with existing campaigns including its MyLowe’s loyalty as well as creating new mobile-only promotions such as the Vine DIY project initiative to redefine home improvement through mobile. Additionally, it uses its smartphone applications, mobile Web site and how-to publications in Apple’s Newsstand to drive traffic and sales via mobile. This session will cover topics such as:
• The intersection of consumer and in-store mobile
• Cultural guiding principles for mobile teams
• Examples of exceptional mobile capabilities
• Review of the 2013 holiday season
• Expectations for the year ahead
Sean Bartlett, director of mobile strategy, Lowe’s
11:45 a.m. – 12 noon
12 noon – 12:45 p.m.
Rue La La: Crafting a Mobile Strategy that Works Both for Business and Consumer
Each day at 11 a.m., traffic rushes in to the member’s only flash-sale site and customers scramble to get their favorite items before they sell out. One thing aiding in these purchases? Mobile. Since launching mobile commerce in 2009 and following up with a full suite of mobile applications in 2010, more than 40 percent of Rue La La’s sales are now facilitated through a mobile device. Rue La La has capitalized on this to make business over three screens – desktop, tablet and smartphone – a major component of its operations. In this session, delegates will learn:
• How Rue La La went from introducing mobile commerce in 2009 to having almost half of sales come via mobile in 2013
• The best ways to meet the needs of the on-the-go customer
• Using mobile to truly enhance the business rather than as a gimmick
• How to create a mobile strategy that works equally well for both business and consumer
• Outlook for 2014
Michael Putnam, head of project management, Rue La La
12:45 p.m. – 2 p.m.
Sponsored Lunch Break
2 p.m. – 2:45 p.m.
Amazon’s Zappos: Never Letting the Other Shoe Drop with Mobile
Founded in 1999, Zappos began as an online shoe retailer focused on offering the best selection in shoes. In addition to providing the widest selection of footwear products online and on mobile, Zappos has won acclaim for its vaunted customer service – free returns, no questions asked. By combining analytics data, user research and customer feedback, the Amazon-owned Zappos continues to develop its mobile strategy and create applications that find favor with shoppers. This session will discuss:
• The structure of the Zappos mobile team
• How Zappos develops and markets for tablets versus mobile phones
• The importance of creating an m.dot site
• Trends that Zappos team saw in the 2013 holiday season
• Predictions for mobile in 2014
Aki Iida, head of mobile, Zappos
Dave Stevens, mobile web development manager, Zappos
2:45 p.m. – 3 p.m.
Raffle for Dom Perignon
4 p.m. – 4:45 p.m.
Coca-Cola: Setting the Benchmark for Mobile Engagement
Without doubt, Coca-Cola is one of the world’s most admired marketers. The soft drinks giant has set the pace for brands looking to dialogue with their customers via the most personal channel of all time – mobile. Coca-Cola customers are engaged worldwide via all mobile channels including SMS, mobile Web, applications, QR codes, social media and games. The marketer understands that consumers are rapidly adopting a mobile lifestyle, with the key challenge being continuous engagement in the medium or channel of their choice. In this closing keynote, attendees will learn:
• Promise and reality: How Coca-Cola fared in its mobile marketing efforts for 2013
• Consistent consumer engagement over mobile channels
• Projecting for the year ahead in mobile
• Best-practice tips: what to do and what not to do in mobile
Tom Daly, director of mobile and search for global connections, Coca-Cola Co.
Hotels in the Midtown Manhattan neighborhood (from nearest to farthest):
Hotels in the Lower Manhattan neighborhood:
DoubleTree by Hilton Hotel New York City - Financial District, 8 Stone Street, New York, NY 10004; tel: 212-480-9100; please click here for the Web site
Related content: Advertising, Mobile FirstLook Strategy 2014 New York, Macys, eBay, Coca-Cola, Office Depot, Lowes, Zappos, Anheuser-Busch, mobile commerce, mobile advertising, mobile marketing, mobile
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