Wednesday, January 4 9:00 AM - 10:15 AM Track I - ME1: Getting the Bling Bling: From Ringtones, Ringtunes, Advertainment to Games & Custom Branded Experience The entertainment experience in the mobile environment is evolving from novelty platform to what will be nothing short of a fully realized world of games, music, video, advertising and branding experience. While the developing relationship between the consumer and content provider may be dependant on platforms, technology, standards and gateways, the goalposts are now in full view. And most importantly, the consumer is ready to embrace the relationship, both as participant and paying customer. In fact, the resistance of the consumer to mobile add-on fees has easily out-paced the early barriers experienced by the first generation broadband content pay packages. In this session we will explore the mobile entertainment experience, from product packages to the advertainment and branding experience. Jason Wells, Vice President Mobile Sales, Sony Pictures Digital Sales and Marketing Scott Jensen, VP, Licensing, Mforma Mitch Rotter, Director, Entertainment Media, InfoSpace Mobile Michael Pinto, President, CEO, mobZilla Carolynne Schloeder, CEO, Moderati Inc. Bryan Biniak, Senior Vice President/General Manager of Wireless, AGInteractive & President, Agmobile, American Greetings Corporation Timothy Shey, Creative Director and co-founder, Proteus, Moderator Mitch Rotter, Director, Content Acquisition and Licensing, InfoSpace: Mitch Rotter, director, content acquisition and licensing for music, has more than a decade of experience in the music and entertainment industry. He joined InfoSpace from New Line Cinema, where he most recently served as senior vice president for soundtracks and music development. In that position, Rotter oversaw the major motion picture studio division responsible for music development, soundtrack releases, and music marketing. Among Rotter’s many accomplishments, he established New Line Records and under his direction, New Line Records went from zero to more than $15 million in revenues. In addition to negotiating soundtrack deals with major record labels and song production and licensing deals with artists, managers, record labels, and music publishers, Rotter also served as executive producer for two Grammy-nominated soundtracks, I Am Sam and Lord of the Rings. Rotter joined New Line Cinema as senior director in 2000. Earlier in his career, Rotter worked as a new media project manager for Capitol Records, where his duties included managing the online presence of Capitol Records and Blue Note Records and its many artists. A keynote speaker and featured lecturer at numerous industry gatherings, Rotter is a voting member of the National Academy of Recording and Sciences. Jason Wells, Vice President Mobile Sales, Sony Pictures Digital Sales and Marketing: As Vice President of Mobile Sales for Sony Pictures Digital Sales and Marketing, a division of Sony Pictures Digital, Jason Wells will be responsible for bringing Sony Pictures Entertainment properties into the mobile space by developing new content and products. Wells brings with him years of experience in business development, management consulting and business launch strategy. Most recently he was vice president of business development for Handango, where he directed the content and distribution business units. Prior to Handango, Wells was founder and president of Globient Corp, where he opened new channels in Europe, Asia and Latin America for technology companies. As a former management consultant with AT Kearney, Wells worked with telecommunications giants such as Sprint and Telstra to launch and grow new businesses. He has worked extensively throughout Europe, Asia and Latin America in channel development, marketing and strategy roles. His professional experience includes a tenure at Marriott International where he was instrumental in establishing new ventures. Wells has a master's degree in business administration from the Wharton School, a master of arts degree in economics from the University of Utah and a bachelor of arts degree in economics from Brigham Young University. Carolynne Schloeder, President, Faith West: Carolynne Schloeder is responsible for directing Faith West's US operations, including its mobile content business and technology licensing for US customers. Carolynne's combined expertise in analytical marketing, digital music and wireless services gives her unique insight into the future of wireless audio content and technology. Prior to helping establish Faith West in 2002, she headed all online initiatives and strategic planning at Listen.com and helped build that start-up into a top-ten online music site. Carolynne was also responsible for market development for Visto, an early developer of Web-based applications for mobile access to enterprise data, and launched two-way paging while managing the customer base for SkyTel. Carolynne holds a bachelor's degree from Stanford University and an MBA from Harvard Business School. Michael Pinto, President, CEO, mobZilla: Mike has 15 years of entrepreneurial experience including 8 years of international business development. Most recently Mike entered the European wireless entertainment space in early 2000 leading a start-up team to profitability in 6 months. He is responsible for leading the overall vision of the company as well as planning the commercial distribution strategy. Prior to mobZilla Mike was the Managing Director of Sonar Telecom, a European-based wireless service provider which specialized in selling wireless entertainment products to major media properties. While at Sonar he successfully signed and led the national launch of the first branded interactive phone version of "Who Wants To Be A Millionaire". Prior to Sonar Mike was the Managing Director of Advanced Telecom Group, a European-based company specializing in premium billing and content aggregation. Mike led a team that aggregated premium sms billing with 23 operators in 6 countries, and formed strategic revenue partnerships with over 50 media and content companies, including major magazine, newspaper and television networks. A partial client list while at those companies includes; Monstermob, Lycos, Telegraph.co.uk, Cat Games, Stealthnet Interactive, TV5 Spain, Canal Sur, Grupo Correo, Bauer Group, The Phone House (60 independent shops), Active Media, Wicked Colors, RTL 4, Teletext (Valencia, Galicia, Canal Sur), Channel 25 Barcelona, DooYoo (bought by Yahoo!), and BattleMail. Bryan Biniak is the Senior Vice President and General Manager of the mobile division of American Greetings Interactive (AG Interactive). Biniak is responsible for all wireless initiatives including technology and application development, content licensing and creation, content distribution, marketing and sales. As part of AG Interactive, Biniak recently created exclusive partnerships with high-profile brands such as Def Jam, Univision and Fuse TV and has overseen acquisitions of key content providers including MIDI RingTones and European powerhouse, K-Mobile. The division employs more than 120 people worldwide in the United States, France, Spain, Germany, Belgium and the United Kingdom. AG Interactive is the digital subsidiary of American Greetings Corporation, a $2 billion a year, publicly traded company. It distributes its products through 700 retail stores and management of over 6 million linear square feet of retail space in over 115,000 retail outlets including Target, Wal-Mart, Kmart, and Albertsons. American Greetings creates products for over 150 brands including Disney, Warner Bros., Nickelodeon and Sports Illustrated among others. AG Interactive has over 127 million unique visitors a year and includes AmericanGreetings.com, Bluemountain.com, eGreetings.com and Beatgreets.com. The company also serves as the exclusive greeting card publisher for MSN, Yahoo, AOL and Earthlink, among others. American Greetings’ New Ventures division includes Create & Print, Instant Messaging and Email products and services. Formerly, Biniak served as Executive Vice President of Sales and Marketing for Moviso, a wireless subsidiary of Vivendi Universal. Biniak was involved in the sale of Moviso to InfoSpace in January of 2002, which was acquired for $25 million. In addition, Biniak served as Chief Operating Officer of Premium Wireless Services, the predecessor to Moviso, which owned and operated YourMobile NetworksÑü a consumer Internet portal that has distributed over 100 million ringtones to over 15 million consumers in 85 countries around the world. Biniak negotiated its sale to Vivendi Universal for $15 million. Biniak founded and served as Chief Executive Officer of China-based MusicZone - a mobile media services company serving wireless carriers, device manufacturers, and media companies in China, Hong Kong, and Taiwan. Additional positions include Vice President of the MIT Media Lab spin-off called Harmonix Music Systems based in Tokyo and Los Angeles; Director of Entertainment and Technology for Marlar International; Vice President of Business Development for the Motion Picture Corporation of America; and an executive at Trimark Entertainment. Biniak currently serves as a member of the Cellular Telecommunications Industry Association’s (CTIA) Executive Committee, Chairman of CTIA’s Downloadable Content Committee, as well as the Co-founder of the Mobile Entertainment Institute at the University of Southern California. Biniak holds a bachelors degree in International Relations, Business & Economics from Boston University and attended the University of Ceara in Forteleza, Brazil. Scott Jensen, Vice President, Licensing & Brand Partnerships, MFORMA: Scott Jensen manages MFORMA’s partnerships with brand owners and media companies and is primarily responsible for the acquisition and management of entertainment brands. Prior to joining MFORMA, Jensen was president of NuvoStudios, a leading wireless games developer. Previously, Jensen was a member of the management team that founded SportSkill, where he negotiated contracts with the NFL, MLB, and Fox Sports. Earlier Jensen was vice president of business and legal affairs at StreamSearch, where he helped launch the first online film and music festival. Jensen began his career as a practicing attorney, specializing in advising entertainment and technology clients. Timothy Shey, Creative Director and Co-founder, Proteus: As leader of Proteus' creative efforts, Timothy Shey has been responsible for the creative direction of hundreds of successful client engagements since 1996, integrating knowledge of user experience design, interface engineering, usability, and branding to create compelling interactive experiences. Clients who have benefited from Proteus’ services in web development, wireless applications, interactive television, and consumer electronics include Speedpass, ExxonMobil, FOX Sports, ABC, Sprint, AT&T Wireless, Sony, Ericsson, and Motorola, with whom Proteus produced the first-ever wireless interactive television experience for FOX Sports' Super Bowl XXXVI broadcast. Most recently, Proteus has developed wireless entertainment and enhanced television solutions for HBO ("The Sopranos") and Discovery Communications ("Trading Spaces: Home Free," "American Chopper"), and partnered with AT&T Wireless, McDonald’s, and NBC to produce the official wireless games and alerts for the 2004 Olympic Games, to be featured on over 320 million pieces of consumer packaging and NBC’s national television broadcasts. Mr. Shey's work has featured by media outlets including The Wall Street Journal, The Washington Post, Wired, The San Francisco Chronicle, USA Today, Wireless Week, Advertising Age, TechTV, and the Gartner.com website, and has earned Proteus an American Advertising Award as well as two International WAP Award nominations, the first ever for a U.S. company. In 2004, their work for Gibson Music earned several industry honors, including International CES 2004’s Best in Show. Since 2001, Proteus has served as lead mentors for the AFI Enhanced Television Workshop, where they produced innovative new prototypes for ITV such as the first interactive long-form commercial, for Callaway Rule 35, and an enhanced AFI Life Achievement Award broadcast. Proteus also worked with ABC to develop wireless interactive television experiences for The View: His and Her Body Test in 2003 , which was nominated for an Emmy for interactive television, and to produce multiple seasons of interactive television with FOX Sports, including the popular Sprint Virtual Manager (MLB on FOX) and Sprint Virtual Coach (NFL on FOX). Mr. Shey was profiled by Washington Techway's 2002 "Young Lions" issue as one of the D.C. area's ten leading technology executives under age thirty. Prior to co-founding Proteus, Mr. Shey was a National Merit Scholar, and graduated with Honors from The George Washington University, where he studied English and Fine Arts. He serves as co-chair of the AIGA D.C. Experience Design community, which promotes advancement of the practice of user-oriented design, and regularly speaks at national and local industry events such as AdTech, CES, and AFI’s eTV Creative Showcase.