Mobile & Tablet Summit

8.15 Registration & Networking Breakfast Registration & Networking Breakfast

8.30 Chairperson’s Opening Remarks Chairperson’s Opening Remarks

8.45 KEYNOTE SESSION: The Connected Consumer: What Mobile Strategy Makes Sense For Your Business To Meet This Growing Demand? Consumers are more digitally connected today than ever before, and with the projection of 80 billion connected devices by 2020, businesses need to adjust to today’s environment to reach the growing population who are constantly on the go. Car shoppers play an integral part in the mobile experience, researching vehicles and values right at the dealership. Andy Lapin, chief architect for Kelley Blue Book’s KBB.com, will share what the company is doing to meet car shopper expectations while delivering high user experience, providing insight into the strategies and business reasons for implementation for KBB.com mobile and tablet products to better serve consumers who aren’t accessing the site via desktop or laptop. Lapin will also share the technical and business reasons for mobile and tablet adoption, and what it means to users and bottom line. During this keynote presentation, attendees will gain insight into real-world examples from Kelley Blue Book’s KBB.com mobile and tablet product line: How to choose the right mobile and tablet strategies that are best for your organization Learn the technical and business reasons for mobile and tablet adoption Gain insight into how KBB.com mobile and tablet products are used by users, and why Kelley Blue Book implemented these environments in addition to desktop and laptop

9.20 Keynote Session: Delivering editorial & relevant retail across platforms: Joss & Main and thrill-driven flash-sales on tablet, phone, and desktop Paul Toms, Senior Director of Marketing, Joss & Main/Wayfair John Mulliken, Co-Founder/SVP Strategic Initiatives, Wayfair.com, Joss & Main Relevancy is key in retail, especially in an ecosystem with e-mail proliferation, the emergence of multi-category-killer mass e-retailers, and platform fragmentation. A new generation of editorially-driven content retailers has emerged under the working title of “flash sales” or “event retailing”. Joss & Main’s co-founder and head of marketing share lessons from their experience growing zero to $100m in under 2 years by focusing on product design, acquisition, and retention across platforms. Designing an immersive tablet experience ‘on the fly’; it’s all about leveraging your assets Driving a conversion funnel tactically, while staying true to a very high brand experience bar Setting product priorities in a world of low-hanging fruit; balancing ‘obvious’ wins and big swings Identifying the right segmentation strategies through test & learn Paul Toms Senior Director of Marketing, Joss & Main/Wayfair Paul is the Sr. Director of Marketing for Joss & Main, where he and his team focus on new member acquisition, member engagement, product development, and pricing analytics. Prior to his current role, Paul spent five years at Joss & Main's parent company, Wayfair, the world's largest pure play e-commerce company for home furnishings and decor. While at Wayfair, he he [read more] John Mulliken Co-Founder/SVP Strategic Initiatives, Wayfair.com, Joss & Main John Mulliken, Co-founder of Joss & Main and SVP of Strategic Initiatives at Wayfair,com, is responsible for several key growth areas: private sales (including home oriented 72 hour flash sale site Joss & Main), licensing, as well as a range of new product development and marketing initiatives. Prior to joining Wayfair, John worked at The Boston Consulting Group, wh [read more]

9.55 Keynote Session: Transforming Air Travel through the Use of the Mobile Channel Jonathan Stephen, Head of Mobile & Emerging Technologies, JetBlue Whether for business or simply for pleasure, mobile has had a major impact on air travel. More and more airlines today are using this channel for travel services, commerce, and marketing. And with the ever changing landscape of innovation and technology, Airlines are now more than ever embracing these capabilities as well as extending their brand through these channels. Session topics include: Understanding the travel ribbon A day in the life of a connected traveler A look ahead at “What’s Next” Case studies and highlights This session will discuss how JetBlue Airways has used this technology to not only engage with their customers, but also improve the travel experience for the connected traveler. Jonathan Stephen Head of Mobile & Emerging Technologies, JetBlue Bringing more than ten years of experience in the mobile industry, Jonathan Stephen leads the Mobile & Emerging Technologies group at JetBlue Airways with the responsibility of driving JetBlue’s overall mobile strategy. Prior to his tenure with JetBlue, Jonathan was the Director of Global Industry Initiatives with the Mobile Marketing Association (MMA), where he directed the vari [read more]

10.30 Keynote MOBILE INNOVATION SPOTLIGHT Leave with dynamic strategies to take your mobile programs to the next level during our technology spotlight sessions.

10.45 Coffee, Refreshments & Networking Break Coffee, Refreshments & Networking Break

11.15 KEYNOTE Panel Discussion And Micro-Sessions: Enhancing And Developing An Optimal Mobile Strategy That Drives Commerce Andy Chu, DVP & GM, Mobile & Community Experiences, Sears Holding Corporation Jason John, VP Online, Mobile and Social Marketing, Gilt Groupe Pete Chelala, VP Mobile Advertising & Products, Viacom Prat Vemana, Director, Velocity Lab and Mobile, Staples Jonathan Stephen, Head of Mobile & Emerging Technologies, JetBlue What capabilities exist for your company in terms of the mobile web today? Executives from multi-channel and media powerhouses present mobile website development, multi-device mobile environments and the means to navigate in such a high growth channel. Return to the office with tactics to differentiate your mobile experience and increase revenues by the end of this interactive panel session. Determining the optimal way to construct your mobile strategy Should you make a site for mobile vs. an app Should you have a cookied customer to enable cross-channel experiences that are seamless Is the “simplified” mobile experience (vs. the web) the best approach for your customer base? Should it be simplified in terms of the customer experience? Enabling sign-ins for customers to browse and tie channel experiences together Creating actions on your mobile device to enable purchases from mobile devices Learning how consumers today respond to mobile web experiences Reviewing page layout, navigation styles Are consumers searching/using navigation in a similar way to online? Are they using search capabilities less or more on mobile? Andy Chu DVP & GM, Mobile & Community Experiences, Sears Holding Corporation Andy Chu is the Divisional Vice President & General Manager of Mobile and Community Experiences at Sears Holdings. Andy leads the product and P&L of Sears and Kmart mobile. Sears Mobile was named 2011 Mobile Retailer of the Year by Mobile Commerce Daily. In addition to Andy's mobile responsibility, Andy also leads the community experiences and outreach programs for [read more] Jason John VP Online, Mobile and Social Marketing, Gilt Groupe Jason joined Gilt Groupe in 2010 and has been leading their online, social, and mobile marketing efforts. Prior to Gilt, he was the VP of eCommerce of Redcats USA, a billion dollar retailer based in France, leading all US eCommerce efforts across its various titles. Jason also has an extensive background in CRM, as he lead Database Marketing for J.Crew, and implemented new CRM systems WBR_AMPERSAN [read more] Pete Chelala VP Mobile Advertising & Products, Viacom Mr. Chelala assumed the role of VP of Mobile Advertising Sales and Products in March of 2012. In this position he is responsible for representing VMN’s Music and Entertainment group to help develop their mobile offerings and go-to-market strategy to engage fans and drive ad sales. Mr. Chelala collaborates with the site and product teams to utilize mobile ad products and inventory in an effort to p [read more] Prat Vemana Director, Velocity Lab and Mobile, Staples Prat leads cross-channel mobile initiatives for Staples.com and Staples stores to drive revenue growth and enhance the cross-channel customer experience. He is additionally charged with leading Staples Cambridge, Massachusetts e-commerce innovation center and global mobile growth initiatives. Under Prat’s direction, the Staples mobile team has recently launched several assets including a mobile we [read more] Jonathan Stephen Head of Mobile & Emerging Technologies, JetBlue Bringing more than ten years of experience in the mobile industry, Jonathan Stephen leads the Mobile & Emerging Technologies group at JetBlue Airways with the responsibility of driving JetBlue’s overall mobile strategy. Prior to his tenure with JetBlue, Jonathan was the Director of Global Industry Initiatives with the Mobile Marketing Association (MMA), where he directed the vari [read more]

11.55 Fathead’s Responsive Design Journey Michael Layne, Director Internet Marketing, Fathead With the recent results of a brand study in hand, the Fathead team set out to redesign fathead.com to satisfy two goals: first, to better connect with their target demographics, especially moms, and second to create an adaptive/responsive web site that would be compatible with any device, very quick to update and delivered by a single code base. After a few weeks of preliminary investigation and conceptualization , an in-house team of about ten people in marketing and technology set out on a six-week project to build the new fathead.com in time for the holiday season. Michael was the “Chief Collaborator” between the marketing and technology groups during the site redesign to ensure that programs goals were met. Now he brings results from this initiative to eTail, walking through the responsive implementation, challenges that they faced, and where the company is headed in the future. Michael Layne Director Internet Marketing, Fathead Michael Layne orchestrates the activities of Fathead.com’s Web Speed Team, a group comprised of marketing, design, technology and content experts, whose mission is to deliver an exceptional user experience while maximizing ecommerce revenue. Layne has held this role since 2006, shortly after Fathead, LLC was launched. He has spoken on previous occasions on the role of web analytics in driving web [read more]

12.30 MOBILE INNOVATION SPOTLIGHT Leave with dynamic strategies to take your mobile programs to the next level during our technology spotlight sessions.

12.45 Lunch For All Attendees Lunch For All Attendees

1.45 How Mobile Is Re-Shaping The Travel And Hospitality Industry Steven Quach, Director of Online Marketing, Hotels.com Mobile’s ubiquitous and on-the-go nature is changing the way people plan and book travel, while equally enhancing the on-destination experience. Hotels.com has been following and feeding the growth as increasingly more customers are accessing their content through smart-phones and tablets. Their award-winning mobile app is driving new customer acquisition, while building loyalty in existing customers through convenient trip management features and mobile-friendly CRM. Hotels.com will share their journey as well as cover some major breakthroughs in Mobile Technology that are challenging conventional customer behavior and forcing an industry to adapt. Industry topline Hotels.com and Mobile Mobile assets Finding new customers and building loyalty Market-level stats Mobile vs Tablet Trends/Breakthroughs NFC Payment Revolution Steven Quach Director of Online Marketing, Hotels.com

2.20 A Mobile Advertising Case Study: Autotrader.com Jose Puente, Director Mobile and Installed Applications, Autotrader.com Autotrader.com has embraced mobile advertising as a key traffic driving channel for their business. Their head of mobile walks through their mobile journey, and presents best practices to gain returns from mobile advertising. Becoming more targeted to reach consumers via mobile devices Going beyond banner ads, CPC campaigns and rich media programs Taking advantage of mobile display, in-app advertising to drive foot traffic into stores Evaluating whether interstitials, games, promotions and coupons are valuable to your programs Determining optimal ways to use location-based mobile advertising Managing your budget effectively with mobile advertising while delivering more meaningful messages Evaluating opt-in loyalty programs or using cookies on your computer to target customers Measuring the effectiveness of your mobile advertising programs Jose Puente Director Mobile and Installed Applications, Autotrader.com

2.55 CLOSING KEYNOTE SESSION: The Responsive Web Design Rollout At Travelocity (Philosophy And Trending) Joshua Bright, Product Manager, Mobile, Travelocity To build for one device at a time or all at the same time? There are pros and cons to both approaches. Travelocity has chosen to bet big on responsive web design which attempt to build for all devices in one fail swoop. Joshua Bright, product manager of mobile at Travelocity, will discuss the growing pains and greatness uncovered throughout the responsive rollout at Travelocity. Presenting the responsive debate Reviewing the challenges of responsive design What has worked best, what hasn’t in Travelocity’s journey Looking towards the future with responsive incorporation Joshua Bright Product Manager, Mobile, Travelocity Joshua Bright is someone who enjoys testing out new ways to solve problems. His current interests revolve around responsive design, mobile analytics, and social ROI. Joshua currently works at Travelocity as a product manager overseeing the redesign of the Travelocity mobile website and has worked on projects ranging from realtime pricing to social commerce.

3.30 Conclusion Of Mobile & Tablet Summit /Afternoon Refreshments Served Conclusion Of Mobile & Tablet Summit /Afternoon Refreshments Served