It's MY mobile phone!... give consumers control on mobile marketing

Moderator: Anne Meilhac

Preferred time:

14:00

by Christophe Martin and Anne Meilhac, Gemalto

THEME:
Marketing is on the fourth screen !
Mobile marketing has been a big buzz over recent years and the buzz grew last year as big brands, and large telecom operators launched more and more marketing campaigns on the mobile. Mobile Marketing has become a reality, but is it still controversial as to how effective it is and whether or not it will become a maintream activity. Brands find it appealing but complex, consumers find it intrusive so far, many concerns arise around the user experience.

WORKSHOP OBJECTIVE:
In this workshop we propose to brainstorm about your experience of mobile marketing: can the experience be good enough, that mobile marketing is a viable activity? is the user going to accept marketing on his/her mobile phone in the long term?

We'll structure the workshop with 3 interactive activities:

* What are the brands key business objectives ?
* How do end-users feel about today's marketing on the mobile phone? Build your own mood board !
* Recommendations to the industry... including "how to manage my identity, my personal data and my benefits"

We'll finish discussing examples of mobile marketing and identity management practices under preparation today.

Room:

Réunion 2

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