M-Days presents mobile strategies for companies¶

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M-Days will be held for the ninth time next year – in Hall 11 of Frankfurt Fair and Exhibition Centre on 13 and 14 May 2014. A strategy is essential when companies decide to introduce mobile solutions. "The number of areas of application is rising and the need for expert advice on how companies can use mobile technologies efficiently and profitably is growing congruently. This development has prompted M-Days to make the subject of strategic mobile management a core theme", says Ruth Lorenz, Vice President 'New Events', Messe Frankfurt. "Mobile strategy is the way in which mobile technologies will be implemented in the corporate fields of production, logistics, sales and marketing." Correspondingly, M-Days is structuring the new core theme in accordance with the emerging market segments: mobile strategy, mobile enterprise, mobile commerce, mobile marketing and mobile media.

A mobile strategy is a must
Mark Wächter, Chairman of the Mobile Group of the German Digital Business Association (Bundesverband Digitale Wirtschaft – BVDW) and member of the M-Days Congress Advisory Board, says: "The mobile business must be one of the top priorities for management today. Companies without a mobile strategy will soon be swamped by the mobile wave. It is essential that, in particular, customer-oriented corporate divisions, such as marketing, sales and customer support, take due account of the growing use of mobile devices among customers." Something that applies to a related area of application, such as sales, also holds good for the demands of industry and the manufacturing sector. Thus, control processes for production, logistics and materials flow can be optimised using developments from mobile telephony, integrated control technology and modern devices. Klaus Liebe, Business Unit Manager, Zühlke Engineering GmbH, says the chances for such machine-to-machine applications are good: "Smartphones are universal operating and display devices, not just 'smart' telephones. They are the tools, remote controls and control units of the future. In this connection, user industries need new business models to satisfy their customers' demand for new, more individual products in an even shorter time and at lower costs."

Five core mobile segments in the industry and service sector
The potential for optimisation through the use of mobile solutions in the industry, trade and service sector can be seen in five core segments. They are the areas of application mentioned above, mobile marketing for sales and marketing and mobile enterprise for production, logistics and corporate organisation. Particularly important at present and for the near future is, however, the introduction and integrated management of mobile commerce systems, the heart of every sales-driven company, regardless of whether it operates in the B2B or B2C field.

With reference to payment for digital content, as offered by mobile communication providers, media companies, brand owners and television stations, Björn Spielberg, Head of Corporate Marketing of payment specialists and M-Days exhibitor, net mobile AG, explains: "An increasing number of customers are using the full spectrum of our expertise: not just payment solutions but also complete interactive mobile services – and this on a modular basis regardless of scope and customer target group, up to and including convenient payment via the mobile-phone bill."

In the media sector, more and more companies are using mobile technology to reach product and content oriented target groups. "Media reception is changing and mobile devices are playing a leading role in this. G+J Digital is also affected by this, which is the reason we are currently pushing ahead with the digital transformation of our core business and giving special emphasis to mobile media formats", explains Oliver von Wersch, CEO of G+J Digital. "In this way, we aim to achieve a significant increase in the mobile reach of our media brands." Mobile media applications show how important the introduction of mobile strategies is for the success, the survival and the growth of companies. Therefore, M-Days – Trade Fair and Congress Forum for the Mobile Business – has introduced a separate segment to take account of the potential of mobile technology as a strategic corporate-management tool: mobile strategy is in the conceptual focus of M-Days alongside the four core themes mentioned above. And will, therefore, be one of the fixed points of the presentation and lecture programme in terms of structure and content at the coming M-Days in May 2014.

Correct implementation
To integrate mobile applications skilfully into existing structures and IT systems with full regard to networking aspects – this is the challenge currently facing many companies. Felix Heimbrecht, Innovation Director of SapientNitro, explains this from the mobile-marketing point of view: "Mobile telephony is well established as a fast-growing channel. However, consumers use several devices and expect context and device-optimised services that interact smoothly at all points of contact. 'Omnichannel' is the name of the latest challenge."
Some companies are already striking out in this direction, e.g., Galeria Kaufhof recently launched a multi-channel retailer campaign designed to link all existing online and offline activities. Nina Ehrenberg, Head of E-Commerce at Kaufhof, explains: "Consumers want to be able to experience the Galeria Kaufhof brand on all channels, e.g., at home on their computer, mobile via smartphone and while shopping downtown. Companies wanting to attract and retain customers must offer more than just access via a desktop computer." Brand owners have also seen the writing on the wall. Discussing his company's strategy, Uwe Storch, Head of Media at Ferrero and member of the M-Days Expert Advisory Board, says, "Mobile technology offers outstanding communication opportunities. However, to make effective and efficient use of them, campaigns must be conceived and planned on a 'mobile first' basis. In other words, they must be device-oriented. This new way of thinking is now taking place in many companies."
On 13 and 14 May 2014, M-Days – Trade Fair and Congress Forum for the Mobile Business – presents innovations, standards, technologies and devices in Hall 11.0 of Frankfurt Fair and Exhibition Centre.

M-Days profile
M-Days – Exhibition with Conference Forum for the Mobile Business – reflects all aspects of developments in the mobile market. With 133 exhibitors from eleven countries and almost 4,700 visitors, the event for mobile communication, sales and content solutions is the biggest congress and fair for the mobile internet. With the focus now more than ever on the European market, the spectrum of subjects covers five core subject areas for the mobile internet: strategy, commerce, enterprise, marketing and media. M-Days is organised by Messe Frankfurt GmbH in cooperation with the marketing and content partners, 11 Prozent Communication agency und GS1 Germany GmbH.

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