Michael Bordash

IBM Chief Mobile Marketing Technology & Development Leader

Michael was CTO of Xtify :: Mobile Customer Engagement before being acquired by IBM. He now heads up realtime marketing and mobile messaging technology at IBM. Prior to joining Xtify, Michael was VP, Development at Experian Marketing Services where he led development, software architecture and QA teams for the CheetahMail product line. Michael is a published technical author (Web Professionals Handbook, Wrox Press) and a former columnist (Linux Magazine, “LAMP Post”).

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Panel: A Companion, Not A Web Site: Contextualizing The App Experience
Date/Time: 12:15 PM
Five years into the app revolution and most branded apps still feel like portable Web sites. Fine, but mobility demands more. The next generation of app leverages device intimacy, requires real time responsiveness to location, need, user history, preference. It uses the inherent capabilities of the device to push experiences that map to the moment. What are those technologies and techniques? Who is using them? How can we build apps that serve, not just inform and that help build brands, not just extend them onto another platform?

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