This is the archived SXSW 2012 schedule. Please see the current schedule here.

Location Tracking: Threatening or Value-added?

#sxsw #loctrack

The ability of consumer electronics to sense location has no doubt opened the doors to a new dimension of mobile services that include navigation, local search, contextual social connectivity, and mobile advertising/marketing. And consumers have clearly iterated a preference to have these services delivered through their mobile devices, as evidenced by sharp declines in personal navigation device businesses over the past two years. But the vast opportunities of this new dimension come with an equally vast array of technological, safety, privacy and marketing issues, among others, that must be evaluated and addressed. In this session, leaders from different groups invested in the future of location technologies - from the device side to content developers to mobile marketers - will discuss the importance of location capabilities in mobile devices for evolving the consumer’s relationship to and affinity for their brands. Panelists will illustrate examples of value-added consumer use cases and discuss how marketers and application developers must prioritize the development of contextually relevant, sticky services to drive mobile advertising growth.


Cameron Clayton EVP, Digital Prod The Weather Channel

Cameron Clayton
Executive Vice President, Digital Product
The Weather Channel

As executive vice president of product at The Weather Channel Companies, Cameron leads the teams responsible for the company’s mobile and digital applications, interactive television, consumer applications software, international efforts, and product development for®. He oversees TWC’s mobile product portfolio which includes offerings such as the No. 2 most popular application on all smartphones.

Clayton most recently served as senior vice president of mobile and digital applications. Under his leadership, TWC’s mobile product line has become a recognized industry leader and one of the top application developers in any category. Prior to that, he was vice president of business development at TWC, where he was responsible for all distribution relationships for Web and mobile, including all the major wireless carriers and wireless content aggregators. His work has resulted in the widespread availability of products and content from TWC including The Weather Channel mobile download and multimedia offerings.

Clayton joined TWC in 2004 as manager of business development, developing distribution relationships for Previously, he was director of sales and marketing for a regional Internet service provider and a director of business development for MSN in New Zealand.

Clayton is part of the Mobile Marketing Association (MMA) board representing TWC and participates in several other mobile industry groups. A native of New Zealand, Clayton has been in the United States since 2001 and lives in Atlanta with his family.

Christopher Peralta Head of Location & Advertising Svcs Nokia

Christopher Peralta oversee Nokia’s corporate relationships with key ecosystem partners and strategic partnerships in the Silicon Valley, establishes a relationship network and strategies for such partnerships, targeting a strategic collaboration in the area of Location and Commerce Services, as well as Consumer Internet Services.

Previously, Mr Peralta was the Head of Location & Advertising services for Nokia in North America. In this role, Peralta was responsible for innovative mobile navigation and location-aware services that connect users to personalized content and experiences that are both locally and socially relevant.

Peralta has more than a decade of experience in the Mobile Services industry managing large portfolios and key accounts in multiple regions spanning Australia, South East Asia, Latin America and North America. Throughout this time, Peralta has lead and evangelized new mobile Internet behaviors that bring value to consumer’s daily lives through contextually aware experiences.

Joe Brown Editor-in-Chief

NYC Native
Popular Science-->WIRED-->Gizmodo

Louis Gump CNN VP Mobile CNN

Louis Gump

Louis Gump is vice president of CNN Mobile, responsible for managing CNN’s mobile business globally. Named to this position in July 2009, Gump is based in CNN’s world headquarters in Atlanta and reports to KC Estenson, senior vice president and general manager of
Recognized internationally as a seasoned leader in the mobile marketplace, Gump directs CNN’s mobile strategy and development to meet consumer needs and grow overall reach, usage and revenue. In this capacity, Gump coordinates among divisions to deliver world-class content across multiple mobile platforms including mobile web, downloadable applications, video and messaging.
Before joining CNN, Gump worked at The Weather Channel, where he led their mobile business. Prior to joining The Weather Channel, Gump served as director of business development at ExpoExchange, business development manager at 3MC and consultant for the former Andersen Consulting.
Since 2003, Gump has served on the Board of Directors for the Mobile Marketing Association (MMA), where he is past global chairman as well as past global treasurer. Last year, he received the MMA’s first annual Lifetime Achievement Award for his leadership. Gump is active in other industry associations including the Cellular Telecommunications and Internet Association (CTIA). He has also been named one of the “Top Ten mobiThinkers” in the world, an award given by to recognize pioneers in mobile marketing.
Gump received his MBA from Darden School of Business at the University of Virginia and holds a bachelor’s degree from Duke University.

Siobhan Quinn Prod Mgr Foursquare

Siobhan is the Engagement Product Manager at foursquare and works with the rest of the product and engineering teams to develop and drive feature development for the mobile application.

Before joining foursquare, Siobhan was Product Manager of Blogger at Google, the web's largest blogging platform and the 7th most visited website worldwide (Alexa). There she focused on the product vision and strategy for Blogger's presentation platform (The Blogger Template Designer), and worked closely with engineers to oversee the execution of that vision through the entire product life cycle.

In addition, Siobhan led Google's effort to bring Typography to the web and launched the Google Font API & Directory.

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