“This necessary book is the kind
of roadmap we all wish we had back in 2001. It will guide you to
success in mobile advertising, hopefully helping you to cross the
chasm from unproven to proven success for your brand. It will help
technologist think about what they can bring to the table, and
investors think about where to invest.”
From the Foreword, Greg Stuart, Former CEO,
IAB, Coauthor, What Sticks?
Mobile Advertising
Supercharge Your Brand in the Exploding Wireless Market
Chetan
Sharma, President, Chetan Sharma Consulting Chetan Sharma is one
of the leading strategists in the mobile industry. Executives from
wireless companies around the world seek his accurate predictions,
independent insights, and actionable recommendations. He has served
as an advisor to senior executive management of several Fortune 100
companies in the wireless space. Chetan has helped several players
in the ecosystem develop their mobile advertising strategy. Some of
his clients include NTT DoCoMo, Disney, KTF, Sony, Samsung, Alcatel
Lucent, KDDI, Virgin Mobile, Sprint Nextel, AT&T Wireless, Reuters,
Qualcomm, Reliance Infocomm, SAP, Merrill Lynch, American Express,
InfoSpace, BEA Systems, and Hewlett-Packard.
Chetan is the author of four other books on the
mobile industry. He has patents in wireless communications, is
regularly invited to speak at conferences worldwide, and is an
active member in industry bodies and committees. Chetan is
interviewed frequently by leading international media publications
such as Time magazine, New York Times, Wall Street
Journal, BusinessWeek, Japan Media Review, Mobile
Communications International, and GigaOM, and has
appeared on NPR, WBBN, and CNBC as a wireless data technology
expert. He frequently addresses several telecommunications industry
trade delegations to the United States, such as executive teams from
Japan, Korea, and Finland. He served on the U.S. advisory committee
of the Korea-Pacific U.S. StatesJoint Conference on wireless
and multimedia. Chetan has published several articles and industry
reports on a wide variety of topics.
Chetan is a sought-after strategist on IP matters in
the wireless industry. He has advised clients with some of the
biggest patent portfolios in the world and has worked with players
across the wireless value chain. He has been retained as an expert
witness and advisor for some of the most prominent legal matters in
front of the International Trade Commission (ITC) including
Qualcomm vs. Broadcom and Ericsson vs. Samsung.
Chetan is an advisor to CEOs and CTOs of some of the
leading wireless technology companies on product strategy and IP
development, and serves on the advisory board of several companies.
Chetan is a member of IEEE, IEEE Communications Society, and IEEE
Computers Society. Chetan has Master of Science and Electrical
Engineering degree from Kansas State University and Bachelor of
Science degree from the Indian Institute of Technology, Roorkee.
Joe Herzog Senior Director, Search Products,
InfoSpace. Joe Herzog has more than
twelve years of experience in mobile data and media product
management and marketing. An accomplished leader of new product
launches, he helped conceive and launch a significant mobile
platform and many breakthrough new consumer mobile products,
including; InfoSpace’s first mobile local search ads, voice
interfaces, consumer GPS applications, iPhone application, and 411
maps application. At InfoSpace, Joe is responsible for developing
new search strategies and products for the Web; he currently directs
the product management of the metasearch product line, interfacing
with Google, Yahoo, Microsoft/Live, and IAC/Ask. In 2006 and 2007,
he led the InfoSpace local search web and mobile product lines and
product teams, which were subsequentlysold to Idearc in
October 2007 for $225 million. He also led the teams that launched
InfoSpace’s mobile search offerings in 2005.
Prior to joining InfoSpace, Joe held product
leadership positions at two mobile software start-ups: ViAir for
wireless e-mail and CTS for mobile fraud prevention. Before entering
the world of mobile data, Joe worked for Microsoft cofounder, Paul
Allen, at his multimedia software company Asymetrix. In his position
as National OEM Sales Manager, he helped launch a series of market
leading Windows Multimedia software products with major PC OEMs such
as IBM, Dell, Compaq, Toshiba, and Gateway.
Joe’s areas of expertise include overall
go-to-market planning, strategic planning and positioning and
product management team building. He has a Master of Business
Administration degree from the University of Montana and is an
active member of Montana Academy of Distinguished Entrepreneurs
(MADE) and also has a Bachelor of Science degree from Montana State
University in Marketing.
Victor Melfi, Chief Strategy Officer and Senior
Vice President, VoiceBox Technologies Victor Melfi has extensive
professional expertise in technology strategy, direct marketing, and
advertising. He was in the Strategy and Media practice in the New
York office of Booz-Allen and Hamilton where his client work
included IBM, AT&T, MCI, McGraw-Hill, and the Omnicom Group, after
which he oversaw the reengineering of the Global Promotion,
Selection and Analytics business and systems at Reader’s Digest,
Inc. He led a successful 1997 IPO of Multiple Zones as CEO, and
subsequently led and sold two other technology companies. Recently,
Victor served as Chief Strategy Officer of InfoSpace and now holds
the same title at VoiceBox Technologies in Bellevue, Washington.
Victor has done extensive technology strategy
consulting for the CEOs of many of the world’s leading technology
companies. Victor was educated at Shimer College, Oxford University,
and Yale University, where he received his Master of Business
Administration degree and was named the Jesse Morrow Johns Scholar
in Advertising Victor has served on the board of several technology
companies and professional associations including the Mobile
Marketing Association. He has published articles on a variety of
technology topics.