The GSMA, in partnership with OgilvyOne Worldwide, presented the CMO Forum: "Mobile as a True Marketing Channel - Realizing the Opportunity". This invitation-only event brought together the leaders from the mobile marketing/advertising industry, to focus on the challenges of increasing the use of the mobile "channel" for advertising and marketing purposes.

The CMO Forum took place at the GSMA Mobile World Congress in Barcelona in February. The CMO Forum was a unique event that brought together marketing executives from around the globe to discuss key issues associated with using mobile as an effective channel for a broad range of products and services.

At the CMO Forum the following messages were identified:

• Brands and content players feel that mobile has great potential but far more needs to be done to create a platform which is large scale and cost-effective.
• The potential opportunity for the operator community is huge.
• This opportunity will only be realised if operators add data mining to their core skills.
• A standard approach to customer profiling and metrics is required and the recent announcement from the 5 UK operators is a positive move.
• Over planning/thinking is too often used as an excuse for not entering the mobile advertising market. The best way to learn is to enter the market.
• A successful mobile marketing (or 'Two-Sided') play for operators requires a separate business unit.

For more information about the outcomes of the CMO Forum, please download:

• "Sound bytes" from Mobile Enterprise and the GSMA (PDF)
• Executive Summary (PDF)
• Keynote and Session Presentations*
  *Note: At this time, the CMO Forum presentations are available to attendees, only. Attendees will need their My Congress Experience user name and password. Presentations will soon be available for those that did not attend.

The next CMO Forum will be held in Macau at the 2008 Mobile Asia Congress, November 18 - 20, 2008. Details regarding the agenda will be provided at a later date.

On June 3 - 4, 2008 in Atlanta, GA, the The Mobile Innovation Marketplace is holding our inaugural event in the Americas. The Mobile Innovation Marketplace event will focus on innovation, with a specific emphasis on mobile media, entertainment and advertising.

Space is limited so plan to register soon.