The smartphone has already taken over the planet. But have we come to terms with how it will transform the brand / consumer relationship? Probably not. In this session we'll look forward to 2016 and discuss the extent to which new mobile models herald 'the end of marketing' (don't worry - you're not out of a job)

We'll look at five predictions for the coming year in mobile, from the rise in 'mobile moments' to new models in data sharing. And we'll discuss how best to position your business to take advantage of them. Topics will also include:

As 2015 draws to a close, we’ll provide a recap of the key insights developed and shared in 2015 – highlighting those that have become best practices and most widely adopted and what we expect to become the norm in 2016, as the industry continues to mature.

In this end of year wrap up, we’ll be discussing:

To serve as a deep dive into the recently released 2015 Mobile Marketing Trends Report, the MMA and Millward Brown will be discussing the characteristics of winning campaigns from both the MMA’s 2015 Global Smarties Awards and the Cannes Mobile Lions.

With the human connection and purpose driven strategies being at forefront for top mobile marketers, this session will focus on the following principles and key tactics to deliver on this proposition, including: