Hugh Jedwill, Executive Director, Heartland Mobile Council, opens the 3rd Annual Mobile University Summit

1. Welcome Session
Hugh Jedwill
CEO, Mobile Anthem
@mobilebranding
Executive Director, Heartland Mobile Council
@heartlandmobile
#MobiU2012
Presented by the Heartland Mobile Council

2. #MobiU2012 @mobilebranding @heartlandmobile
Why the HMC Exists
• Know marketing • Know technology
• Can throw a good party • Can throw a good hackathon
• Branding, awareness, loyalty • Downloads, pageviews, scans
Marketing conferences cover the best brand case studies, Mobile
conferences covers the latest technology potential

3. #MobiU2012 @mobilebranding @heartlandmobile
TM
The Heartland Mobile Council is a Chicago-based
non-profit whose mission is
to educate brands on how to use mobile effectively
The confluence of retailers,Our Belief researchers and agencies
CPG brands,
– combined with the presence of the “average consumer” –
The HMC is the Trusted Partner to Educate Brands
make Chicago and the Heartland the ideal location to learn how
on how to use Mobile
to utilize mobile technologies to reach the average consumer

4. #MobiU2012 @mobilebranding @heartlandmobile
About The Heartland Mobile Council
• Our Mobile UniversityTM programs have SOLD OUT
Seminars: SOLD OUT. Mobile Couponing, 4/25; Mobile & Moms, 6/21
Summit: SOLD OUT.

5. #MobiU2012 @mobilebranding @heartlandmobile
Mobile University Promise
• Safe Learning Environment
• HMC is a non-profit
• 100% volunteers
• Brand Speakers have nothing to sell
• Comprehensive Curriculum
• Purposeful selection of topics
• Topics determine who speaks (typically vice versa)
• Broad education covers core subjects
• Experiential Learning
• Lifestyle Technologies, Charities & Arts/Entertainment
• Insights into everyday use
• Learning by doing

6. #MobiU2012 @mobilebranding @heartlandmobile
Mobile University Theme:
Mobile Everything
“So what used to fit in a building
now fits in your pocket,
what fits in your pocket now will
fit inside a blood cell in 25 years”
- Ray Kurzwell, Futurist

7. #MobiU2012 @mobilebranding @heartlandmobile
Mobile University Theme:
Mobile Everything
• 2000 Mobile Marketing was…a 12 city event tour
• 2004 Mobile Marketing was…premium text messages
• 2008 Mobile Marketing was…mobile ads
• 2010 Mobile Marketing was…mobile apps
• 2012 Mobile Marketing is…mCommerce, LBS, mWeb,
mSearch, mCoupons, mApps, SMS, QR Codes, Augmented
Reality, SoLoMo, mVideo, mGames

8. #MobiU2012 @mobilebranding @heartlandmobile
Mobile University Theme:
Mobile Everything
2014 Mobile Marketing will be…Mobile Everything.
• Helping with the little things:
• And the big things:
• With you all the time:
• On you all the time:
• In you all the time: QuickTime™ and a
decompressor
are needed QuickTime™ and a
to see this picture.
decompressor
“…what fits in your
are needed to see this picture.
pocket now will fit
inside a blood cell…”

9. #MobiU2012 @mobilebranding @heartlandmobile
Housekeeping Notes
• Keep your Phones on! Check-in
• Stay connected with WiFi
o Look for the Microsoft guest network on your WiFi list. Then use login &
Password provided at check-in
• Tweet your conference experience
o Twitter hashtag: #MobiU2012
o Presentations will have the hashtag and twitter handle of speakers
• Microsoft Innovation Center Information
o Restrooms are past MPR3
o Summit area: Registration tables through MPR3
• Register for Shortlist, our program/networking guide
o getshortlist.com/MobiU2012
o Login through LinkedIn, FB or Twitter
o MobiU2012 Summit program at your fingertips
o Network with your fellow attendees

10. #MobiU2012 @mobilebranding @heartlandmobile
Housekeeping Notes
• Two Contests
1. Most tweets wins an Xbox! Must use hashtag #MobiU2012
2. Best SparkReel mVideo wins $100 Best Buy giftcard!
• Join the MobiU group on SparkReel (bit.ly/SRmobiU)
• Capture the best 30s video here at the Summit on your
smartphone (cool, funny, pithy, memorable, etc.)
• Email it to mobiu@sparkreel.com
• Subject line = video title
• Body text = video description
• Join us for the MobiU Reception/Experience Hall, 6-9pm
o Networking, Free Food & Drinks
o Experience Hall exhibits open for demos and discussion

11. #MobiU2012 @mobilebranding @heartlandmobile
Curriculum: 10am -3pm
10:15 Opening Marketing Trumps Mobile
Keynote
11:00 Content MPR1/2 MPR3
Millennials
1:00 SoLoMo MPR1/2 MPR3
New Parents
2:00 Compliance MPR1/2 MPR3
Bus.Traveler

12. #MobiU2012 @mobilebranding @heartlandmobile
Curriculum: 3pm - 6pm
3:00 Young Males MPR1/2 MPR3
X-Channel
4:00 Moms MPR1/2 MPR3
Showrooming
4:50 Closing Mobile vs. Stationary Behaviors
Keynote
5:20 Closing Mobile & Passion Marketing
Keynote

13. #MobiU2012 @mobilebranding @heartlandmobile
MobiU2012 Experience Hall
• Microsoft Mobile Products • Crowdsourced video content
• Mobile Couponing • Low-income job placement
• QuickPrint 1hr Photos • Conference networking & program
• Levi’s Case Study • Mobile Payments
• Event planning for Millennials • Mobile Moms
• Interactive Marketing Association • QR Contact Cards
• QR Creative Gallery
• Secure videoconferencing

14. #MobiU2012 @mobilebranding @heartlandmobile
MobiU2012 Experience Hall
• Charities
• Recycle to Eradicate Poverty
QuickTime™ and a
decompressor
are needed to see this picture.
• Tees at Risk
QuickTime™ and a
decompressor
are needed to see this picture.

15. #MobiU2012 @mobilebranding @heartlandmobile
MobiU2012 Attendee: Geography

16. #MobiU2012 @mobilebranding @heartlandmobile
MobiU2012 Attendee: Backgrounds
5%
19% 35%
Mktr/ProdMgt
Agency/Consultant
Tech/Mobile
Other
41%

17. #MobiU2012 @mobilebranding @heartlandmobile
Thank you to our Sponsors!
And our Partners/Contributors!