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Mcommerce Summit New York May 12: eBay, Target, HSN, Carrabba’s Italian Grill, Sunkist, Jewelry Television

May 11, 2011

Please click here to register for the Mcommerce Summit: State of Mobile Commerce 2011 conference, New York, Thursday, May 12

Registration is open for the annual Mcommerce Summit: State of Mobile Commerce 2011 on May 12 featuring speakers from eBay, Target, HSN, Carrabba’s Italian Grill, Sunkist and Jewelry Television. This day-long New York event is a must-attend for all marketers and retailers interested in the ins and outs of mobile commerce.

At this event organized by this publication at the National Museum of the American Indian across from Manhattan’s Battery Park downtown, attendees will get to listen and meet with key executives moving the needle for mobile commerce. The conference, whose agenda is below, will be limited to only 200 delegates.

“The Mcommerce Summit will be a day-long immersion on mobile commerce strategy and tactics and where the market is today,” said Mickey Alam Khan, editor in chief of Mobile Marketer and Mobile Commerce Daily, New York.

“This is indeed the breakout year for mobile commerce, and those marketers and retailers without an mcommerce strategy will realize, much to their chagrin, how much money they’ve left on the table,” he said. “This event will help attendees kickstart any mobile commerce plans they have and offer valuable tips to those already participating in the future of retail.”

Food for thought: Carrabba's Italian Grill

Senior executives from eBay, Target, HSN, Carrabba’s Italian Grill, Sunkist and Jewelry Television will spell out their mobile vision, strategy, tactics and integrated retail plans.

Also, key players in the space will support with mobile commerce trends that will affect retail, exclusive research on mobile shopping and mobile shoppers, the ABCs of an effective mobile store and CEO tips on mobile as a traffic driver to retail.

The event is priced at $495 for the day, which includes breakfast, lunch and cocktails.

Mobile is a steal: HSN

For sponsorship, please contact Jodie Solomon at

Please click here to register for the Mcommerce Summit New York. The agenda is below.


Mcommerce Summit: State of Mobile Commerce 2011
Thursday, May 12, 2011

A Napean presentation

National Museum of the American Indian
Diker Pavilion
Bowling Green
New York, NY 10004
(Directions: Directly across from Battery Park in downtown Manhattan and at the beginning of Broadway)

8 a.m. – 8:45 a.m.
Registration and Breakfast

8:45 a.m. – 9 a.m.
Welcome Address: State of Mobile Commerce 2011

Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

9 a.m. – 9:30 a.m.
Opening Keynote
Sunkist: How a leading supplier of fresh fruit drives consumption with mobile in and out of retail
As the oldest operating citrus cooperative nationwide owned by thousands of citrus growers in Arizona and California, it is hard to imagine this 120-year-old organization at the forefront of technology, retail and marketing. And yet Sunkist is deploying SMS, mobile sites, applications and retail-driven mobile tactics to push consumption of fruit in and out of stores. There is even a Sunkist Daily Diet mobile app. In this opening keynote session, attendees will learn:

 What expectations have been set for mobile
 Why the simultaneous launch of mobile sites and an app
 How to measure success without mobile commerce
 Sunkist’s approach to mobile marketing
 Sunkist’s retail strategy with mobile’s role outlined
 Design sensibilities that work
 How Sunkist promotes its mobile properties
 Mobile’s role in driving consumption within the retail stores
 Tips for mobile newbies within the brand and retail environment

Julie DeWolf, director of retail marketing, Sunkist

Vanessa Horwell, chief visionary officer, ThinkInk

9:30 a.m. – 9:45 a.m.

9:45 a.m. – 10:30 a.m.
Mobile commerce trends: How rapid retailer and consumer adoption of mobile will forever change the retail landscape
Mobile commerce – or mcommerce, as transactions on or enabled by mobile devices are known – is set to stamp retail like no other channel has. By next year’s end, one out of two phones in subscriber hands will have Web browsers and app-download capability, not to mention the millions of wireless mobile tablets from Apple, Samsung, Research In Motion, Hewlett-Packard, Dell and Motorola. It is only a matter of time before millions of consumers turn to their mobile devices to buy books, music, movies, apparel and accessories, consumer packaged goods and electronics items, in addition to booking hotel rooms, car rentals and flights – all activities currently comfortably conducted from computers. However, such purchases upend long-accepted notions of retail time, space and marketing. In this session, attendees will learn:

 How mobile commerce will have an outsize influence on retail decisions
 Why retailers don’t have the luxury of sitting this one out
 What do consumers want from their mobile devices – and their retail relationships
 How security fears may not be that big of an issue after all
 Which retailers get mobile
 How mobile’s potential to generate to sales in-store is as big as on-device
 Can mobile cannibalize store-based sales, making it the ultimate price-comparison weapon

Dan Fine, director of digital experience, Target
Ivan Braiker, CEO, Hipcricket
Ran Farmer, North America managing director, Netbiscuits
Nick Cook, director of business development, Usablenet
Jay Highley, president, Pangea Partners

Stacey Larson, president/CEO, One Media Group

10:30 a.m. – 10:45 a.m.

10:45 a.m. – 11:30 a.m.
Understanding the mobile shopper: Data, actionable insight and analysis
How does the behavior of consumers shopping on mobile differ from online, store or catalog? Consumers don’t shop channels – they shop brands. However, being early days, retailers and marketers are still in the process of understanding what makes the mobile shopper tick. And knowing which buttons to press and which not to will mark the difference between success and failure in the years ahead when mobile commerce shopping becomes entrenched behavior alongside retail, ecommerce and catalog transactions. Market researchers in this session will discuss:

 Who is the mobile shopper, how influential this demographic is and what patterns of behavior are developing
 The mobile shopper mindset: Some shopping behavior is common to all mobile shoppers, others unique to a shopping category; some are categorized as light mobile shoppers, others as heavy; and what portable tools work and don’t work in the shopping process
 Mobile by the numbers
 Benchmarking 120 mobile commerce sites across 15 verticals for 100 criteria: findings, trends by categories and feature set, who is doing what and why, what works and what doesn’t and best practice

Nick Fotis, digital strategy manager, Arc Worldwide
Kathryn Koegel, chief of insights, Primary Impact
Jill Dvorak, senior consultant, FitforCommerce

Joy Liuzzo, senior director, InsightExpress

11:30 a.m. – 11:45 a.m.

11:45 a.m. – 12:30 p.m.
The mobile store: Best practice in design, merchandising, payments, marketing and traffic analysis
The mobile store, be it a Web site or application, is the beating heart of mobile commerce. A user-friendly experience on a smaller screen is not an option but a necessity. Simply translating a traditional Web site to mobile will not work – not when consumers shop differently on a mobile device and with a different mindset and level of patience, but harboring expectations of a uniform experience across channels. This session will offer valuable best practice on:

 How to design a mobile store for user-friendly navigation, page loads, images, shopping, search and checkout
 How to merchandise on a mobile commerce site or application, positioning SKUs on the homescreen and secondary pages and offers that will seal the deal
 How to offer frictionless checkout through payment options that inspire confidence in mobile commerce
 How to drive traffic to the mobile site or application with targeted marketing across pertinent media and retail channels
 Analyzing shopper traffic patterns for searching, shopping, order completion and shopping cart abandonment

Dave Sikora, CEO, Digby
Gary Schwartz, CEO, Impact Mobile
Marc Plante, director of product development, Neustar
Eric Rickson, director of mobile analytics, Webtrends
Marc Saulino, vice president of sales, Bango
Kent Hathaway, senior group manager of digital experience, Target

Marci Troutman, CEO, Siteminis

12:30 p.m. – 12:45 p.m.

12:45 p.m. – 1:15 p.m.
Pre-Lunch Keynote
Jewelry Television: How to sell specialized items on mobile
As the largest retailer of loose gemstones nationwide and one of the top electronic jewelry retailers, Jewelry Television relies heavily on TV and ecommerce via to generate sales and interest. Now, the network is looking to mobile to drive revenue growth. But are consumers open to buying gemstones and jewelry from a mobile commerce site and application? In this session, attendees will learn:

 Why mobile is key to Jewelry Television’s future prospects
 Why its customers may be inclined to buying jewelry and gems via mobile
 Big screen to mid-screen to small screen: Does the customer mindset change?
 The retailer’s mobile strategy
 Merchandising on the mobile site and the JTV app
 Pricing strategy and consistency
 How the returns process works
 How to integrate and cross-promote the mobile channels with others
 Early results of the mobile effort
 Best-practice tips

Tim Engle III, senior vice president of strategy, Jewelry Television

Scott Todaro, senior director of product strategy, Demandware

1:15 p.m. – 2 p.m.
Sponsored lunch break

2 p.m. – 2:30 p.m.
Post-Lunch Keynote
Carrabba’s Italian Grill: How mobile enhances the restaurant retail experience
The 25-year-old Carrabba’s Italian Grill is one of the leading casual dining chains serving Italian fare across more than 200 locations nationwide. The Tampa, FL-based company’s aim is to serve handmade Italian food in a warm, casual environment where each dish is made to order in the kitchen from recipes handed down the generations of the Carrabba family. So what does mobile have to do with a restaurant chain that offers a neighborhood bistro feel and allows online ordering? Indeed, Carrabba’s has been participating in mobile for a relatively short time and has built a solid foundation to allow for engagement with its customers. In this keynote, delegates will learn:

 What drivers prompted Carrabba’s to enter mobile
 What mobile vehicle was the catalyst in achieving C-level support and approval on the implementation of a mobile program
 How the mobile space is used as a lever to further engage with the customer, drive traffic and increase sales
 How Carrabba’s uses location-based social applications to further engage with their customer-base while increasing frequency of visits
 How the brand developed a mobile Web site and how it is used to accomplish its goals and objectives
 How the SMS program has not only evolved to its current state, but also how it serves a catalyst for engagement and as a sales driver

Jamie Miller, brand marketing manager, Carrabba’s Italian Grill

Dan Butcher, associate editor, Mobile Marketer and Mobile Commerce Daily

2:30 p.m. – 2:45 p.m.

2:45 p.m. – 3:30 p.m.
CEO Tips
Mobile as a traffic driver to retail and other channels
Mobile is not only effective as a transaction platform itself but also as a traffic driver to retail stores and online. SMS and MMS marketing, banner advertising, rich media units, mobile bar codes, mobile coupons, mobile-optimized email, applications and mobile sites all add legs to retail – where most of the sales occur even 15 years after ecommerce arrived and more than a century after the catalog’s debut. Can mobile amplify retail? Here experts make the quick case for:

 SMS and MMS: Alerts, deals, coupons, video and links to destinations
 Banner advertising: branding or direct marketing, the call to action matters
 Rich media: getting the consumer’s attention in creative ways is paramount
 Mobile bar codes: fad or here to stay?
 Mobile coupons: Driving traffic or driving down margins?
 Email: the killer application and mobile’s unsung hero
 Applications: soaker of hype and Apple and Google as godparents
 Mobile sites: the workhorse may have the final laugh

Brian Deagan, CEO, Knotice
Patrick Collins, CEO, 5th Finger
Eric Litman, CEO, Medialets
Tim Miller, CEO, Sumotext
Andrew Paradise, CEO, AisleBuyer
Alistair Goodman, CEO, Placecast

John Styers, vice president of corporate strategy and industry relations, 3Cinteractive

3:30 p.m. – 3:45 p.m.

3:45 p.m. – 4:15 p.m.
High Tea Keynote
HSN: Crafting a video-centric iPad strategy for retail
HSN, one of the leading television retailers, has a razor-sharp focus on mobile commerce for its customers, following them across developing technological platforms as it continues to improve the HSN shopping experience. The company currently has applications for the iPhone, Android and Windows 7 phones, as well as an optimized mobile Web site. In December, HSN launched a dynamic app for the Apple iPad. With the launch, HSN became the only retailer offering a video-centric iPad experience that allows consumers to watch live streaming video and 15 channels of archived video, as well as the ability to program their own channels based on their preferences. The keynoter will discuss:

 How HSN aims to include the best features of the experience on mobile
 How the HSN iPad app, which is a video-centric, customized experience, allows users to stream live video from HSN and HSN2 or watch previously-aired content from the network’s video library on the top of the screen while simultaneously browsing related products on the bottom half of the screen
 HSN’s mobile strategy
 App vs. mobile Web: Learnings
 What customers are buying on mobile
 Why mobile is key to HSN’s future

Ed Deutscher, director of technology, and advanced services, HSN

Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

4:15 p.m. – 4:30 p.m.

4:30 p.m. – 5 p.m.
Closing Keynote
eBay: How the world’s No. 1 mobile retailer is using mobile bar codes and QR codes for customer engagement
As the world’s largest mobile retailer which generated $2 billion in mobile commerce in 2010, eBay has the inside track on what resonates with consumers on mobile devices. One of the areas of growing interest within the San Jose, CA-based digital auction and retail platform is the use of mobile bar codes. In this keynote, eBay’s top mobile executives will discuss:

 How eBay views mobile within the multichannel context
 The future of mobile commerce
 Who are eBay’s mobile customers, how they engage with the brand and what they buy
 How mobile bar codes and QR codes play into eBay’s overall mobile strategy and what makes this technology relevant
 How eBay executes its bar code efforts and results so far
 Whether mobile bar code scanning has scale with users and devices and what it means for mobile commerce and marketing
 Game-changers in mobile commerce in 2011

Steve Yankovich, vice president, eBay Mobile
Rob Veres, general manager, RedLaser

Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

5 p.m.
Raffle for Dom Perignon vintage 2000

5 p.m. – 6 p.m.
Sponsored Cocktail Break

Hotels in the Lower Manhattan neighborhood (from nearest to farthest):

The Ritz-Carlton Battery Park, Two West Street, New York, NY 10004; tel: 212-344-0800; please click here for the Web site

New York Marriott Downtown, 85 West Street at Albany Street, New York, NY 10006; tel: 212-385-4900; please click here for the Web site

W New York Downtown, 123 Washington Street (entrance on Albany Street), New York, NY 10006; tel: 646-826-8600; please click here for the Web site

Millennium Hilton, 55 Church Street, New York, NY 10007; tel: 212-693-2001; please click here for the Web site

Please click here to register for the Mcommerce Summit: State of Mobile Commerce 2011 conference, New York, May 12. Price $495

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