Regardless of what sector or industry you belong to, the fact remains that the enfant terrible of travel is here to stay and the influence that mobile technology has in shaping our industry and its travel consumers is proving enormous. After years of false predictions and hype, it seems that mobile has finally crossed over into the mainstream and is becoming as vital to online travel as the advent of the web.

The technology exists, consumers are socially ready and the mobile market is rocketing, but how can you enter, gain traction and see real returns in this complex and rapidly evolving sector? Whether you are planning to launch a mobile strategy or want to ensure that you are on track and ahead of your competitors, our industry gurus will show you the ins and outs of the mobile ecosystem and keep you at the cutting edge.

* Cut through the hype and fluff - Why should you focus limited resources on this relatively young and unproven force?

* Analyze the potential pitfalls, resources, goals and risks that need to be considered in order to succeed

* Find the right mobile initiative for you - Discover the most relevant and lucrative mobile options for your company and how can you integrate them into your existing commercial strategy?

* Target Business vs Leisure travelers - How do their needs differ and which will yield the highest return on your mobile investment?

* What's next? How will the evolution of mobile and social media continue to change the travel industry landscape?