Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood, Santa Monica Tuesday, June 12th 12:30 PM – 1:45 PM Track IV: Mobile Commerce and Content - The Mobile Web, Off Deck Content, Mobile Search and Advertising Options As hundreds of millions of consumers nationally and billions worldwide make and rely on for mobile their primary communications tool, the value of the market as a commercial vehicle explodes in unimaginable ways. What will the services of the future be, who will participate in delivering those services and how will the revenue be both generated and shared in the process is a fascinating discussion. It is clear that the basic bottleneck of both technology, content and revenue which currently rests within the universe of the service provider will evolve into a shared experience among many tiers of players. Much like the cable industry’s evolution into an expanded relationship with partners, the service providers are entering and experimenting in a world of MVNO, Mobile Virtual Network Operators which may typically be a branded form of mobile access for the consumer to web based content access to the consumer which the service provider may enhance or simply enable. In this session, we will begin to explore how the new expanded technology, content and revenue based relationships are evolving. Fredrik Ruben, Head of Sales, North America, Ericsson Dorrian Porter, CEO, Mozes, Inc. Alexa Raad, Vice President, Marketing and Business Development, mobile Top Level Domain Lee Hancock, Chief Executive Officer and founder, go2 Brian Lent, CEO, Medio Andy Jedynak, Chief Marketing Officer, WeatherBug, AWS Convergence Technologies, Inc. Cliff Friedman, Senior Managing Director, Constellation Ventures, Moderator Fredrik Ruben, Head of Sales North America, Ericsson IPX: As a member of the initial start-up team of Ericsson IPX, Fredrik Ruben has held various positions within the company, based out of both South East Asia and Europe and was instrumental in building up Ericsson IPX. Only a few years after its creation, Ericsson IPX has grown to be a leading aggregator of connections to mobile operators globally, providing a vast range of content providers with mobile billing and messaging services. In his current position, Ruben oversees the commercial activities in the North American market based out of the New York office and is also a member of the IPX Global Sales Management Team. Prior to joining Ericsson, Ruben held various positions within retail banking, enterprise sales and was a part of one of the most successful IT start-ups in Scandinavia. Fredrik Ruben has an M.Sc in Industrial Engineering and Management from Linkoping University in Sweden and from the Nanyang Technological University in Singapore. Ruben was furthermore a 2002 Hans Werthén Fund Laureate of the Royal Swedish Academy of Engineering Sciences. Dorrian Porter is the founder and CEO of Mozes, Inc., a mobile search company based in Palo Alto, California that connects consumers with information at the point of inspiration. Previously, Dorrian was a co-founder of HigherMarkets, Inc., where he helped pioneer the concept and delivery of on-demand, multi-tenant software applications. As CEO in 2002, Dorrian guided the company to its acquisition by SciQuest, a Nasdaq listed company, and through June 2005 led SciQuest's sales & strategy for the university market. Prior to co-founding HigherMarkets, Dorrian practiced corporate and securities law at Wilson Sonsini Goodrich & Rosati in Palo Alto, California where he represented a wide range of technology companies. Prior to joining WSGR, he worked in Canada as a corporate associate at McCarthy Tetrault, an analyst at Harrowston, Inc. (now TD Capital) and at the Canadian Parliament, including the Prime Minister's Office. He received a law degree and an MBA from the University of Toronto and Bachelor of Social Sciences from the University of Ottawa. Lee Hancock, CEO and founder of go2®, is one of the early pioneers in the mobile content industry, having started and launched the world’s first mobile, local search directory and movie guide in 1999. Based on his ideas around making accurate and compelling local information more easily and quickly available over mobile phones and other portable devices, go2 has attained more than 10 U.S. patents, and has several others pending in the fields of local internet search and content. Since 1999, Hancock helped go2 survive through the Internet bubble and today he is actively leading the expansion and deployment of location enabled go2 Mobile Content Network™, which today is the most-trafficked, location-enabled network of mobile websites in the U.S. The go2 Mobile Content Network currently consists of over 150 integrated mobile websites, including over 130 mobile websites dedicated to specific colleges and universities throughout the U.S. and is visited over 2 million times every month by mobile phones users on virtually all major U.S. carriers. All go2 mobile content sites are fully integrated and personalized for users through go2's patented location technologies and, where available from carriers, incorporate the ability to automatically locate users with GPS-like LBS technologies. go2 enjoys industry-leading deck placements on the mobile web menus of most major wireless carriers in the U.S., including Alltel, Amp’d Mobile, Boost Mobile, Cingular, MetroPCS, Revol, Sprint Nextel and Verizon Wireless. go2 also offers a premium downloadable Java application, go2 mGuide™, currently offered through Cingular and Sprint Nextel. Hancock was a co-founder of inBuilding Systems Corp., a provider of high-speed Internet access for multi-tenant office buildings, which was successfully sold in 2000. Earlier in his career he was the head of the corporate department of a 200-person California law firm, Allen Matkins, where he specialized in mergers and acquisitions, and representing VC backed companies and VC investors. Hancock, who is also a CPA, is on the board of directors of Inabled Online Corp., a digital directories and advertising company in San Diego, California. Hancock received the Ernst & Young Entrepreneur of the Year award in Orange County, California in 2000. Hancock has spoken at a variety of trade shows which include: Digital Hollywood Fall 2006, Mobile Marketing Summit 2006, Building Blocks 2006, 2006 LBS Developers Conference, Digital Hollywood at CES 2007, Billboard Mobile Entertainment Live at CTIA 2007 and Off-Deck Mobile Content 2007. Brian Lent, CEO, Medio Systems: Brian co-founded Medio Systems in 2004 from his role as an Entrepreneur-In-Residence at Mohr Davidow Ventures. Previously the founding CEO of Intelligent Results, a business analytics software company, Brian also held various senior technical and marketing management positions at Amazon.com leading efforts in data mining, data warehousing, CRM, and e-commerce search engines. Prior to Amazon, Brian was a principal and Director of Applications at Junglee (acquired by Amazon.com) pioneering new internet database technologies. As an NSF and Department of Defense ONR Fellow, Brian held various research and development positions at IBM Almaden Research Center and Silicon Graphics. At Stanford, Brian co-founded the MIDAS (Mining Data At Stanford) group in 1994, the lab that spawned the Google crawler and search engine. He has contributed to several professional publications and is a patent holder on the topic of Data Mining, Information Retrieval and Database Systems. Brian sits on a number of technology advisory boards in the areas of search, advertising and customer analytics. Brian holds a B.S. in Computer Science from the University of Nevada Reno, M.S. and Ph.D. Candidacy in Computer Science from Stanford University. Andy Jedynak, Chief Marketing Officer, WeatherBug, AWS Convergence Technologies, Inc.: Andy Jedynak is the executive primarily responsible for driving growth across all company businesses, including consumer, government, professional, broadcast and education. He is also responsible for all traditional marketing activities such as branding, advertising and communications. Previously, as Senior Vice President and General Manager, Consumer Division, Jedynak led AWS’ consumer-facing digital businesses, including web, mobile and broadcast television syndication. In that capacity, he led the growth of the WeatherBug business from a concept in 2000 to one of the top Internet properties worldwide. Jedynak came to AWS from NBC in 1999 to take the company to the next level. He has been a company officer since 2000 when he was named Vice President of Business Development and appointed to the Board of Directors. In terms of daily market share, WeatherBug became the #1 News and Information property in 2004, and it ranks among the top ten Internet properties overall. In terms of online loyalty (measured as “days visited per user per month” by comScore Media Metrix), WeatherBug has consistently ranked among the top five in the nation for the past three years. Prior to joining AWS, Jedynak spent nine years at NBC working within a number of disciplines, including sales, marketing, and television producer. He also developed what was widely considered NBC's most profitable and innovative local Internet business. He was a key player within the NBC Television Stations Division, acting as project manager for Internet product development, launching the online local MSNBC news initiative in San Diego, and introducing a number of digital and cross-media best practices. Jedynak is regarded as a leader in the Digital and Television industries, and has spoken before a number of audiences, including Internet World, ANA, OPA, OMMA, iMedia Summit, IAB, Ad Club, Frequent Traveler Marketing Association, Marketing Sherpa Subscription Marketing Conference, World Research Group’s National Online Privacy Conference, and the National Association of Television Program Executives (NATPE). He is a regular columnist, writing on issues relating to media convergence, online advertising and the evolution of Internet. He currently serves as co-Chair of the IAB Mobile Committee. Jedynak graduated from the University of California in 1988 with a double emphasis: Communication and Computer Science. While there, he was Editor-in-Chief of “Informative Networks on Computers,” a pre-World Wide Web online and print publication which focused on, and predicted, the evolving role of Internet in everyday life. Papers include “The Role of the Sponsor in the Evolution of Internet as a Fourth Mass Medium” in 1988. Before beginning his career in Television and Digital Media, Jedynak played professional basketball in Europe. Clifford H. Friedman, a Senior Managing Director of Bear Stearns, is responsible for Partnership investment activities. Mr. Friedman brings over 25 years of venture capital, investment, financial, technical and media expertise to the Fund. Mr. Friedman currently serves as a director to the following companies; Net Insight AB, TVONE, Vivid Logic, Widevine Technologies and Origin. Additionally Mr. Friedman has served as a director of and/or advisor to the following companies: Savvis Communications, MTM Technologies, CSTV, Fathom Online, Capital IQ, Active Health Management, The Street.com, Network 24, TV Azteca (Mexico’s second largest broadcast network), Netscape and InterTrust. From January 1996 through August 1997, Mr. Friedman served as a Senior Vice President of Universal Studios where he was responsible for the creation and development of the Studio’s New Media Group. Mr. Friedman’s responsibilities at Universal Studios included working with all of Universal’s divisions to develop, execute and create investments, acquisitions, strategic alliances, multimedia applications, international expansion and other new business opportunities. From February 1995 through January 1996, Mr. Friedman served as Vice President--Strategic Development at NBC, where his responsibilities involved leveraging existing franchises to create new business opportunities. While at NBC, he helped to form the joint venture between NBC and Microsoft (MSNBC) and formulated NBC’s Latin American strategy. From 1990 through January 1995, Mr. Friedman was a Senior Managing Director in the Media and Technology Group at Bear Stearns. During this period he was ranked an "All American Analyst" by the Institutional Investor Magazine poll of Wall Street institutional clients. While at Bear Stearns, he published "New Age Media--The Merging of Media, Communications, Computing and Consumer Electronics" in 1993 and a follow-on publication, "New Age Media II," in 1994. During this period, Mr. Friedman also led Bear Stearns’ efforts to raise $225,000,000 to launch the New Age Media Fund, Inc. and helped advise several major media and technology companies. From 1985 through 1990, Mr. Friedman was a Senior Securities Analyst in the High Technology Group at Cyrus J. Lawrence Inc. From 1981 through 1985 he was a Senior Engineer at Hazeltine Corporation’s Wheeler Research Laboratory where he was involved in the analysis, design, fabrication and testing of advanced communications systems, designed simulation software and developed new business areas. Mr. Friedman earned a Bachelor of Science in Electrical Engineering and Computer Science from Polytechnic Institute of New York, a Masters of Science in Electrophysics from Polytechnic Institute of New York and a Masters of Business Administration in Finance and Investments from Adelphi University. He has been awarded two patents in the field of communications and has been published in various international technical and financial journals.