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“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, Joe Herzog, and Victor Melfi

Published by John Wiley, Feb 2008

Hardback, 432 pages, 68 figures

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. States Joint 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  subsequently sold 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.

 

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