Navigate?Digital?Disruption?In?China
Dane?Anderson,?Vice?President,?Research?Director?&?Region?Manager,?Forrester?Research
The?world’s?customers,?competitors,?and?partners?have?gone?digital,?turning?established?industries?upside?down.?

The?impact?is?especially?strong?in?China?where?a?digitally?savvy?population?invents?remarkably?

innovative?breakthroughs?and?adopts?them?at?massive?scale.?

In?this?session,?you?will?learn:
What?digital?disruption?is?and?why?it?matters.How?a?successful?digital?business?behaves.The?steps?

and?conditions?required?to?build?a?digital?business.

Content?That?Travels
Dirk?Eschenbacher,?Creative?Director?and?Chief?Marketing?Officer,?Zanadu
Content?helps?customers?get?a?better?picture?of?your?products?and?services.?

Content?creates?context,?inspiration,?support,?and?confirmation.?

Content,?if?strategic?and?focused,?adds?substantially?to?the?customer?experience.?In?this?session,?you?will?learn:
Why?content?marketing?needs?a?solid?strategy.How?content?marketing?taps?into?the?heart?of?the?brand.

How?to?make?content?marketing?engaging.

Build?An?Ecosystem?To?Win?In?Your?Customers'?Mobile?Moments
Julie?A.?Ask,?Vice?President,?Principal?Analyst,?Forrester?Research
Brands?can't?act?like?destinations?and?expect?that?consumers?will?download?their?apps?or?visit?their?mobile?websites.?

They?must?engage?their?customers?where?they?already?are.?In?this?session,?you?will?learn:
What?key?challenges?brands?face?today?in?mobile.Where?to?find?engagement?opportunities?in?mobile?moments.

How?you?can?win?customers?during?their?mobile?moments.

Book?Unveiling?With?CITIC?Press
Julie?A.?Ask,?Vice?President,?Principal?Analyst,?Forrester?Research
Forrester?Research?will?officially?launch?the?Mandarin?version?of?our?book?The?Mobile?Mind?Shirft.?

Join?co-author?Julie?A.?Ask,?who?will?present?key?ideas?from?the?book,?and?get?your?copy?of?the?book?autographed?at?the?Summit.

Industry?Panel:?Path?To?A?Digital?Business:?Build?An?Architecture?That?Supports?Your?Customer-Centric?Strategy
Charlie?Dai,?Principal?Analyst,?Forrester?Research
Many?Chinese?organizations?have?already?started?some?format?of?digital?journey?with?the?highly?digitized?Chinese?consumers.?

?However,?the?transformation?to?build?a?digital?business?is?a?lot?more?challenging?as?many?Chinese?organizations?

do?not?have?a?well-designed?business?technology?architecture.?

In?this?industry?panel?discussion,?following?key?topics?will?be?discussed?among?the?business?leaders?from?top?Chinese?organizations:
Top?3?priorities?to?consider?when?planning?a?cross-function?digital?strategy

.Unique?aspect?for?China?in?terms?of?digital?transformation?path,?and?in?what?context.?

Key?capabilities?and?strategies?your?current?technology?architecture?needs?to?support?the?transformation.

Organization?and?cultural?changes?needed?to?align?with?the?new?architecture?and?the?impact?to?your?business?in?the?initial?stage.

Gene?Cao,?Senior?Analyst,?Forrester?Research
Customers?in?China?are?more?connected?than?ever?before.?These?customer?are?having?higher?buying?power,

?digitally?savvy?but?avoiding?advertising.?

To?understand?customer's?context?like?when,?where?and?why?this?person?engaging?with?brand?becomes?marketer's?top?priority.?

From?this?session,?you?will?learn:
Why?context?is?important?to?bring?successful?marketing?How?context?changes?marketing?

How?to?invest?in?big?data?to?activate?contextual?marketing?

Clement?Teo,?Senior?Analyst,?Forrester?Research
Learn?to?weave?social?media?throughout?the?marketing?RaDaR?(mapped?to?customer?life-cycle?journey),?

build?a?business?case?for?investment,?

and?execute?the?right?tactics.?In?this?session,?Clement?will?discuss:
The?steps?and?conditions?required?to?build?a?successful?social?marketing?program.

What?a?successful?social?marketing?looks?like,

?using?a?couple?of?examples.

How?to?measure?the?right?social?metrics?to?gain?insights?and?improve?over?time.

Creating?A?Digital?Bank?Through?Customer?Experience?And?Innovation
Paul?Cobban,?Managing?Director,?Chief?Operating?Officer,?Technology?and?Operations,?DBS?Bank

In?order?to?maintain?business?performance,?

banks?must?find?new?value?propositions?and?holistic?customer?experiences?before?the?digital?new?entrants?eat?their?lunch.?

?DBS?are?building?on?their?successful?customer?experience?transformation?to?link?innovation?processes?and?eco-systems?

to?deliver?a?new?digital?bank?offering.?

?Learning?from?start-ups,?

DBS?have?taken?a?new?approach?combining?data?analytics?and?deep?customer?immersion?to?develop?unconventional?offerings?

to?their?digital?savvy?customers.?

Learn?how?DBS:

Evolved?their?customer?experience?program?to?drive?new?value?propostions.

Formed?partnerships?to?build?world?class?capabilities?in?data?analytics.

Tested?their?digital?bank?offering?through?a?series?of?rapid?experiments.

The?Global?eCommerce?Opportunity:?How?Chinese?Brands?Can?Tap?Into?Digital?Shoppers?Around?The?World
Zia?Daniell?Wigder,?Vice?President,?Research?Director,?Forrester?Research
eCommerce?growth?continues?to?surge?in?every?market,?

and?increasingly?brands?are?looking?beyond?their?borders?to?boost?revenues.?

While?China’s?eCommerce?market?is?—?and?will?remain?—?the?largest?in?the?world,?

other?markets?present?growing?opportunities?for?Chinese?brands?willing?to?take?their?digital

know-how?overseas.?How?can?brands?take?advantage?of?new?international?markets?

?Join?us?for?this?session?as?we?address:
eCommerce?markets?presenting?the?biggest?opportunities?for?Chinese?brands.

Proven?effective?strategies?for?companies?entering?these?markets.

Evaluating?the?cross-border?model?versus?launching?local?operations?in-country.