Google believes that mobile represents a sociological shift in how users relate to both the digital and physical world. Businesses that understand this will win. Advertisers are no longer asking "Why should I invest in mobile?" but instead they are asking "How should I invest in mobile?" How can brands win moments that matter, make better decisions, and go bigger faster with mobile? Google's Tim Reis poses five crucial mobile questions every business executive should be asking today and shares examples of businesses that are leveraging mobile successfully.

Brands need consumer strategies not mobile strategies. Understanding who the customer is, what she does and needs throughout her day, how and in what modes she interacts with other media and brands is the real key to know what the “moments” are when mobile is the critical touchpoint. In our signature panel of marketers, OMMA mobile kicks off by asking brands to talk about their customers first and mobile second. Where are mobile programs solving real marketing problems, serving customers in the name of the brand, and helping marketers understand their customers better? Once the luster fades from the bright shiny object that is mobile, how does it mature into a channel, not a silo?

Mobile is on the tongue of the collective industry. We're all moving to more people focused strategies that leverage how consumers engage in mobile. In this keynote, Colin will address broader concerns that are affecting our industry's path to progress in mobile marketing and the three areas agencies and brands need to focus upon.

From branded apps that no one but their CEOs downloaded to QR codes stupidly slapped on moving vehicles, the epic fails of mobile are legion when marketers throw money at the next new thing. But what have we learned from “failing fast?” With cautionary tales from the front lines, our OMMA Mobile agency panel comes at things a bit differently. When don’t you need an app? What are all the ways that an otherwise clever mobile Web build can be wasted with poor execution and distribution? Some of the most experienced buyers, planners and strategists help you see what you probably won't see coming when trying to execute that perfect mobile plan.

One RFP, three mobile solutions providers. Have at it. OMMA Mobile’s master BBQ chef Jordan Greene creates a fictional brand in need of a solution. How do three different mobile marketing companies respond to his RFP, present their plan and think on their feet to answer his and the audience’s Q&A?

Engaging consumers, hairstylists and cosmetology students takes three different mobile approaches to reach success. L’Oreal’s salon brand shares its multi-pronged approach of integrating mobile strategically (and differently) for a variety of customers.  How do you put together a mobile strategy, thinking about the customer first? Where does mobile fit on the path to purchase consumer journey and how do you achieve success?  Discover how to drive business through mobile marketing.

Last holiday retailers scrambled to capture the new consumer behaviors around mobile shopping and in-store smartphone use. This year, they need to stop scrambling and start integrating mobile presence and utility into a larger brand strategy. App or mobile Web? Partner with third party shopping apps or own the customer yourself? Drive store traffic or get them into the m-commerce channel? And is there any defense against e-commerce poachers who want to steal your customers right out of Aisle 5? How are older, mobile-wiser retailers going to meet the holiday challenge?

It isn’t just about store locators and local services listings, let alone slavishly checking in on an app just to say hi to the world. Location and time awareness are the next great opportunities for any brand to be of use to customers. In our big think panel we explore how brands are creatively activating mobility to enhance the consumer’s experience in their environment, find what they need, provide contextually relevant entertainment and get closer to the consumer anywhere.

When the TV goes on, the smartphones and tablets come out. Yet again, consumers created new “second screen” modes of use long before marketers and publishers have figured out how to capture this new energy. Are the second screens of this century disrupting one of the most lucrative media models, TV, of the last century? And if they really are opportunities for leveraging the distracted mobilized viewer, what is the plan among TV networks to keep those eyeballs engaged with programming and advertising?