As advancement in networks and devices continue to provide a rich set of media capabilities, mobile media services are also evolving to adapt to the principles of interactivity that grow over the consumption of mobile content. According to a market research, it is estimated that the value of interactive products and services in the UK will reach £2 billion by 2010. The Mobile Interactive Media Conference 2009 will examine and address top-of-mind business issues, across areas such as mobile entertainment, mobile learning, mobile travel and culture, lifestyle and sports.

In addition, the MIMA also highlights and celebrates the successes, innovations and excellence in this ever-growing industry. The MIMA Awards are taking place on the evening of 8th of December 2009 in central London. A champagne reception precedes the gala dinner, during which industry leaders and delegates will have the opportunity to meet each other and celebrate.

Award Categories:
The Mobile Interactive Media Awards 2009 call for entries are now open. It’s free to enter. Gold, Silver and Bronze will be presented in each category. This year’s categories are as follows:-

• Best Mobile Infotainment Service
This category is about interactive media and digital content specifically developed for news and reference. It includes media news and information portals, search engines, directories, weather and mapping websites.

• Best Mobile Application Store
The award for best mobile application store recognises the most compelling platform that offers a great variety of value added services and attract new mobile users.

• Best Mobile Media Distribution Platform
This category recognises the contribution that middleware and software application developers to enhancing the service delivery environment and attracting new mobile users.

• Best Original Content for Mobile Entertainment
The category for best original content for mobile entertainment recognises the innovative contribution that operators, manufacturers and suppliers have shown in mobile entertainment industry.

• Best Use of Mobile in Tourism or Travel
This category aims to highlight best practice, innovation in tourism or travel and attracting new mobile users. Includes informative mobile sites covering tourism, travel and leisure activities, as well as retail sites for accommodation, flights, insurance, rental cars, leisure and tourist activities.

• Best Use of Mobile in Culture, Lifestyle and Sport
This category is related to mobile content designed to preserve and present cultural heritage, promotion arts & lifestyle as well as innovation in promoting sports.

• Best Use of Mobile in Learning and Education
This category is to recognise excellence in serving the needs of learners to acquire knowledge and skills, transforming schools, universities and other educational institutions through interactive, personalised and distributed learning resources through mobile technologies.

• Outstanding Contribution to Mobile Interactive Media
This award is for an individual who has made a significant contribution to the growth and success of the mobile interactive media. Judged by a group of industry peers, this award recognises the person's substantial contribution to the industry as a whole, rather than to any one company.

We are delighted to invite the teams behind these outstanding accomplishments to this special event.

Agenda

09:00 Registration and refreshments

09:20 Chair’s opening remarks

09:30 Entertaining mobility
• From voice to sms to rich media to ?
• Mobility = mobile phone? or more than that?
• The land of free content no more?

Chris Liu 
Managing Director
Fjord London

10:00 Video Ringtones: The next big thing in Mobile Personalization?
• Evolution of personalization--what does the consumer want today?
• Ringtones become both rich media and social media
• Video ringtone support over various handset platforms-has it arrived?
• Video Ringforward--even more sexy than RBT

Jonathan Medved
Chief Executive Officer 
Vringo

10:30 The future of mobile music
• Setting the scene: Where are we coming from - MP3 format, DRM, mobile phones vs mobile MP3 players
• What´s different in mobile music vs PC-based music ? Keyboard / direct track access, noisy environment, storage
• Full track business models: 
- à la carte DRM
- à la carte DRM-free
- music flatrates (content rental) 
- all you can keep
• Challenges and developments: The digital long tail, piracy, the role of labels, music discovery methods, recommendation engines, playlists, metadata, music tagging services 
• Accompanying music services: Ringtones, ringbacktones, ad-funded music, music recognition services

Ralf Plücker
Head of Music
Vodafone D2 GmbH

11:00 Networking and refreshments

11:20 How the travel sector is embracing mobile
• The mobile landscape and future trends
• Why travel suppliers are turning to mobile as part of their distribution, promotion and marketing strategies
• How they are using mobile and what are the results
• Mobile case studies for hotels and airlines

Gerry Samuels
Founder & Executive Director
Mobile Travel Technologies 

11:50 Meeting customer expectations through mobile innovations
• Differentiating between customer expectations and actual experience
• Optimising the mobile channel in the travel industry
• How will personalised on demand services and experiences force service providers to rethink their operational structures

David Paice
Marketing Manager
Cathay Pacific Airways

12:20 Panel Discussion: The role of partnership in developing a profitable mobile travel ecosystem
Panelists will analyse mobile travel value chain and how partnerships between operators and third party aggregators will influence the industry? Focus will be on what are the difficulties in implementing a workable business model?

12:50 Lunch

13:50 Mobile learning – finding the sweet spot
• What is mobile learning, why use it? 
• What does the sweet spot look like? 
• Case studies that illustrate the business rationale 
• Lessons from the filed 
• Fad or biggest thing since email?

Hanif Sazen
Chief Executive Officer
Saffron Interactive

14:20 Mobile learning for knowledge management
• Providing access, usage and the effectiveness of learning delivered via blackberry
• Disseminating assessments and evaluations through interactive and trackable solutions
• Easy integration with LMS
• Describing experimental scenarios

Charles Beckham
Chief Technology Officer & Senior Director
Sun Learning Services
Sun Microsystems

14:50 Panel discussion: The educational potential enabled by location-based applications
Panelists will analyse key challenges that must be addressed to transform mobile learning into a force for dynamic educational impact. Focus will be on how stakeholders are combining location and social networking applications to unleash the educational potential of mobile technologies?

15:20 Networking and refreshments

15:40 Maintaining and developing a world class label in sports
• Describing how Real Madrid are reaching and growing a worldwide fan base through mobile content services 
• Identifying worlwide distribution strategies
• Creating a worldwide Real Madrid fan community through mobile social networking 
• Mobile interaction between the club and the fans

Pedro Duarte
Mobile Marketing Manager
Real Madrid FC

16:10 What is Mobile Social Media?
• How are people engaging with mobile social media?
• How will mobile social media evolve? (IM, VoIP, Mobile TV, etc.)
• Hype versus Reality?

Chris Wade
CEO
ShoZu

16:40 Chair’s closing remarks

16:50 End of Conference

19:00 Champagne reception

20:00 Gala Dinner and Awards Ceremony