Events / Mobile Advertising

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Monday 16th October, 2006. Free Entry (and one iPod to win!)

After years of proselytizing and prognosticating, the development of a true mobile advertising market in China may finally be upon us.

In addition to Focus Media recently purchasing (Kaiwei Diangao) Dotad Media Holdings for $30 million and China Mobile’s “M-Dream” choosing Fractalist China Inc. as its exclusive advertising agency (China Mobile thus becoming one of the largest advertisers in China) , a gaggle of VC-backed projects were set up in 2006 to develop tools and networks that hope to take advantage of emerging mobile advertising media.

Advertising on wireless wapsites only started to appear in March of this year, but monthly sales reached nearly 1 million Yuan in July according to SinoCast China IT Watch. Some industry watchers estimate that mobile phone advertising in China will generate nearly 500 million Yuan in revenue this year—double last year’s market value, and growing at a compound annual rate of 38%. Yahoo, Google, Sina, Baidu and other industry heavyweights are piling into this advertising sector.

With so much of China’s advertising innovation emerging from the “new media” hotbed of Shanghai, Mobile Monday will take a stab at assessing this newest of new media, and addressing some of the concerns:

What are the roles of operators to block or permit user info surfing free sites that do not belong to China Mobile m-dream? Will China Mobile even matter in the long run? How is mobile an extension of online – but is it really? What does mobile advertising enable? There are many applications available on the market. Will mobile search supplant desktop search in China, for example? What are the “goldilocks” limits on this new medium? Spam will surely crop up, and we need to understand tolerance levels as many customers are already fed up. How to measure this market? Segmentation and tracking of clicks is a key to healthy development, as traditional media agencies are currently dubious that there is enough evidence to convince their clients to make the jump to mobile Three true thought-leaders in the mobile advertising sector will fuel the debate at our inaugural event.

Panelists:

Joshua Maa, CEO and Founder, Madhouse

Joshua Maa has over 14 years of managerial experience in Greater China’s New Media, Entertainment, and Consumer Marketing industries. He is former Founding CEO of Rock Mobile Corporation, Greater China’s leading Mobile Music Entertainment Service Provider, where he raised US$8.5M in 2 rounds of financing from Legend Capital, Walden International, Acer Technology Ventures, and Siemens Mobile Ventures. At Rock Mobile, he built a team of 160 professionals and made RMC the leading Mobile Music Service Provider in Greater China. Before founding Madhouse, Joshua was EVP at TOM Online, China’s largest Wireless Value-Added Service Provider by revenue. At TOM Online, Joshua directed Wireless Business & Operations and International Business Development, leading 450 professionals and contributing to over 90% of total company revenue, which grew to reach well over US$16 million monthly in 2005.

About Madhouse: Founded in March 2006, Shanghai-based Madhouse Inc. is China’s most intelligent interactive mobile media agency. A recognized specialist focusing exclusively on mobile media and advertising, Madhouse brings advertisers together with mobile media publishers to realize the power of mobile advertising. Madhouse offers three key services: MadSolutions: mobile marketing solutions and campaign management services; MadServing: a highly intelligent in-house ad serving and reporting platform; MadNetwork: China’s leading network of affiliate WAP sites that Madhouse represents to advertisers. The Madhouse team consists of over 70 professionals drawn from 4A Agencies, interactive media, mobile carriers, WVAS, and the IT industries. www.madhouse.cn

Alvin Wang Graylin, CEO and Co-founder , mInfo Inc.

Mr. Graylin is a seasoned technology entrepreneur and business leader with over 15 years of management experience, six of which are in Greater China. Alvin co-founded mInfo almost two years ago and is intimately knowledgeable about the wireless search and mobile marketing market in China. Before mInfo, Mr. Graylin helped establish the Intel organization in Shanghai in the mid-90’s, and grew its consumer business in China from $50M to $300M over a three year period. He also led Asia Pacific marketing for Intel Online Services in the late ‘90s. Additionally, Mr. Graylin ran the global Enterprise and Consumer business units at Trend Micro (based in Taipei), and security products/services business at WatchGuard Technologies (based in Seattle), with respective yearly revenues of $200M, $100M and $80M. He delivered sizable double digit revenue growth on all three businesses units. Mr. Graylin was also the founder & CEO of two other technology start-ups in the US, one in e-marketing personalization/datamining and the other in online personalized financial analytics. Mr. Graylin started his career at IBM designing next generation processors for mini-computers. Mr. Graylin earned his MBA and MS in EE/CS from the Massachusetts Institute of Technology (MIT), and graduate top of his department with a BS in Electrical Engineering from the University of Washington. Mr. Graylin was born in China, educated in the US, and honed his professional skills in the global marketplace. He is fluent in English, Mandarin and Cantonese.

About mInfo Inc.

mInfo Inc. is the leading provider of natural language mobile search and wireless information services to China’s 440 million wireless subscribers. mInfo provides a wide variety of search content to its users, and its services are available nationwide via SMS, WAP or IM on China Mobile and Unicom’s networks. It also provides various mobile marketing tools/services to both large branded advertisers and thousands of SMEs in the China market. mInfo’s free mobile search services are based on numerous patent-pending technologies making its services truly intuitive to use and its search results highly relevant. mInfo is headquartered in Shanghai, China, and has offices in Beijing, Guangzhou and Chengdu. For more information, please visit www.minfo.com.

Aileen Ku, Director, MindShare Interaction Shanghai

Aileen is a well-rounded media marketing strategist with over 10 years integrated media experience. Taking a media budget and smartly determining where to put it is an art form in itself, Aileen’s diverse background in traditional media, online marketing, creative and client marketing management coupled with international live/work experience has lead a track record of successful case studies. Aileen is currently director of MindShare Interaction for Eastern and Southern China. Before joining MindShare, she worked at Texas Instruments, Universal McCann, Media Contacts, marchFIRST, Leo Burnett…etc. She received a BA in Advertising from Syracuse University, New York and BBA in International Business from Fujen University, Taipei. In her leisure time she enjoys fine dining, traveling and internet surfing.

About MindShare Interaction

MindShare Interaction is the global interactive arm of MindShare- the world’s leading full service media management company under WPP. MindShare Interaction delivers customized digital marketing solutions by integrating insights from traditional media, research and in-house content production. MindShare Interaction is represented in 9 countries in Asia Pacific, with over 100 digital media experts. Recent JV with HYLZ, a leading full service online agency in China, further ensures local insight and intelligent negotiation. MindShare Interaction’s media approach is called Destination Planning- Giving brands a direction to their destination.

Organizers: Founded in Helsinki in 2000, MobileMonday (www.mobilemonday.net) is the most developed mobile industry-related community and event organizer. MobileMonday is already running in more than 40 cities around the world and 400 events are expected to be held worldwide in 2007. The Shanghai chapter of Mobile Monday is founded and organized by seasoned executives of the China information technology industry:

Bruno Bensaid (in China since 1997), now an independent consultant working with European wireless and internet firms, acted as COO of In-Fusio in China, a leading European mobile gaming firm, from 2002 to 2005. Sage Brennan is the general manager of JLM Pacific Epoch, a leading research firm that covers China’s emerging media, entertainment and technology industries. Ranjit Singh, current CEO of Fugumobile, a mobile gaming and marketing company in Shanghai, was previously head of Marketing Solutions at Mobile2win, a leading mobile marketing agency, till the recent acquisition of its China operations Venue: Kathleen’s 5 Rooftop Restaurant and Bar. Address: 325 Nanjing Xi Lu (Huangpi Bei Lu) Tel: 6327 2221. Directions and other info can be found at http://www.kathleens5.com.cn.

10/16/2006 06:30PM at Kathleen's 5 restaurant and bar