There is no doubt that the 2010 FIFA World Cup presents a massive opportunity for brands, as demonstrated by the success of mobile marketing campaigns at the 2006 World Cup and UEFA European Championships in 2008. Today, both the technology and the content are far more robust, sophisticated and widespread so that mobile stakeholders are now starting to understand users' behaviour and interaction with their mobile devices.
The M-Football conference will bring together the various international stakeholders who need to collaborate in order to exploit successfully the enormous opportunities on offer. As a new medium, mobile marketing demands new rules of engagement, requiring cross-pollination of new and existing players in the marketing space.
The conference aims to share case studies, inspire campaigns, explain the technological landscape and introduce potential partners to each other. The format has been designed to facilitate the creation of calls-to-action and future business partnerships, in particular the afternoon business roundtables which promote enhanced networking and an environment to broker business deals.