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Opening Remarks by Jason Heller, EVP Laredo Group, and digiday:MOBILE Emcee

Keynote Panel: The State of Mobile Marketing - Analysts from the leading companies with data on mobile marketing usage in the US divide the reality from this hype as they discuss: response rates and campaign sizes, appropriate approaches to measurement, top spenders now and future, SMS vs WAP banners vs in-app advertising, emerging ad formats, ROI vs online display, search and email along with the impact of targeting on performance. Attendees will come away with a solid understanding of where mobile marketing is now and how they should best focus their initiatives in this fast changing medium.
Moderator: Kathryn Koegel, Principal, Primary Impact

Panelists:
Evan Neufeld, VP, Senior Analyst, Mobile, comScore
Ali Rani, VP Digital Strategy, Dynamic Logic
Julia Resnick, VP, Mobile Media, Nielsen   Download
Lynn Tornabene, CMO, Quattro Wireless 
 
Can The App Save Mobile? The app is lighting up the eyes of brand marketers and creating a rush to develop and deliver content and appvertising to consumers on their mobile devices. Will the app save mobile media and marketing from the years of hype, big promises, and frustrating potential? In this session, you'll hear from the experts on what the future really holds for the app and if there is a genie in the bottle.
Moderator: Vijay Chattha, Chief Talker, AppLaunchPR a division of VSC

Speakers:
Eric A. Litman, Chairman & CEO, Medialets
Terri Walter,  Vice President, Emerging Media, Avenue A Razorfish
Robert Victor, Business Product Manager, Mobile, Google

The Mobile Case Study Showcase: Mobile experts present 10-minute case studies in multiple categories: Mobile Campaigns, Apps, Websites, and more. All presenters will release real data on in-market mobile media and marketing. This is much more than just talking about what works. It is all about real results.

Download: AdMob

Download: ChaCha

How To Innovate with New Mobile Ad Units: What are the best new mobile ad untis for mobile today? Which formats are driving the future of the medium and what are the ROI drivers now? What should brands look for when they want to maximize performance and create maximum impact? In this session you'll discover the innovative mobile units of today and what will be the mobile ad units of tomorrow.
Moderator: Adam Hirsch, Chief Operations Officer Mashable.com

Panelists:
Ben Mosse, Director, Mobile, Associated Press  Download
Maria Mandel, Senior Partner, Executive Director Digital Innovation, Ogilvy

Brand Spotlight Presentation: How are marketers and advertisers leveraging the enormous power of mobile marketing? In this session we will present a case study on how brands can connect and interact with their customers, create brand advocates and gain valuable insights using mobile. This case study, will examine how consumers engage with mobile media and how brand communications are being revolutionized by the platform.

Download: Tina Whitfield, "What is Marketing 2010?"

The Mobile Commerce Experiment: There is a slew of mobile commerce experimentation starting to pop up on mobile networks and devices. From Papa Johns' mobile site which allows consumers to place pizza orders to P&G's microsite which allows customers to purchase products through the Drugstore.com mobile site, branded direct response campaigns seem to be picking up steam fueled by mobile commerce applications. When will we reach a tipping point in the consumer psyche in regards to making purchases through a mobile Internet site or an App?  eCommerce was a huge driver in the growth of Internet advertising; is this the final piece of the puzzle for mobile?
Moderator: Jeremy Arnon, Senior Director, Business Development, Quattro Wireless

Speakers:
Darren Cross, Director of Business Development, Fandango
>Alistair Goodman, Chief Executive Officer, 1020 Placecast

The digiday:DEBATE The Smartphone Race: Everyone has an opinion about iPhone vs. Android, Blackberry vs. iPhone, Pre vs. Android.  While the iPhone has a huge first mover advantage, Android and BlackBerry are formidable foes (and we'll see about the Pre). There is room for everyone and the smartphone war over the next 2 years will be great for the industry. In this final session of the day you'll hear and participate in a lively debate about predictions and future of the Smartphone and what it means for consumers and advertisers.
Moderator: Dan Frommer, Senior Reporter, The Business Insider

Speakers:
Jeremy Wright, Head of Global Brand Strategy, Nokia Interactive
Jennifer Byrne, Business Development, Verizon
Dave Gwozdz, CEO, Mojiva
Anne Frisbie, Head of North Americas, InMobi - Formerly mKhoj