On 13 February ORANGE organised in Warsaw a conference under a theme of "From Advertising to Messaging".  Its principal event was the only lecture in Poland by Rishad Tobaccowala, one of the world most famous marketing innovators.

The most crucial issue of the conference was modern technologies and their influence on future marketing. “The development of technology revolutionises media and their relationships with receivers. Efficient marketing in digital world requires a totally different approach”, says Rishad Tobaccowala, selected by “Time” one of five world greatest innovators.

In his lecture he stressed that new technologies changed not only market reality but also the client who became more demanding and who expects absolutely perfect products and services. According to Tobaccowala, the future belongs to companies who are capable of providing the widest range of new services and products, and, at the same time, adjusting their offers to expectations of individual receiver. “ With systematically decreasing effectiveness of advertising and the growth in the significance of interactive media, a real challenge for future marketing is transmission of an appropriate piece of information to the appropriate client who needs the particular piece of information. Advertisement which “attacks” receivers who are not interested in it may the most often have the opposite effect from what was intended”, claims Tobaccowala.

After the presentation, an open discussion took place participated by experts and invited guests, i.e. Rishad Tobaccowala, Iwona Kossmann, a PTK Centertel Board Member and Amadeusz Król, the Board Vice-chairman of AWR Wprost an the co-organiser of the conference.  Discussions concerned e.g. the role of new media and their specific features as related to traditional media. Particular attention was drawn to Third-generation mobile telephony: “Services provided by ORANGE have long exceeded telephone connections and text messages. Nowadays, thanks to unlimited access to the Internet and multimedia services which cover e.g. live television and VoD (Video on Demand), a mobile phone evolves to be not only a tool of communication, but also a new medium, thanks to which each receiver is offered expected transmission”,  summarises Iwona Kossmann.

Presentations on mobile marketing were given by ORANGE representatives, as well as representatives of  Mobijoy and Avantis, m-marketing companies. Moreover, the partners of the conference, namely Sony Ericsson, Samsung and Starcom Next managed by Rishad Tobaccowala presented their services on specially prepared stalls.