ADOBE DIGITAL MARKETING SYMPOSIUM 2014

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July 24, 2014 | Singapore
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Attend the Government breakout at Adobe Symposium

Right after the Digital Marketing Symposium morning keynote we will be dedicating a special session for government aimed at showcasing how digital transformation is driving efficiency and sharing how the latest technologies are leading to best practices in E-Government.

When:

Thursday, 24 July
Time: 9:00am – 6:00pm

Where:

Marina Bay Sands
Sands Expo & Convention Centre
10 Bayfront Avenue, Singapore

Agenda

9:00am – 12:15pm
12:15pm – 1:30pm
Lunch
1:30pm – 1:40pm
Digital Disruption and Its Impact on Governments
Erica Fensom
Head of Government Affairs APAC, Adobe
1:40pm – 2:00pm
The Future Of Digital Government
David Nuescheler
VP Enterprise Technology, Adobe
2:20pm – 2:40pm
Government on the Go: Bringing Service Access to the Citizen
Michael Jackson
Director, Healthcare / Public Sector Strategy, Adobe
2:40pm – 3:10pm
Afternoon Tea
3:10pm – 3:30pm
Citizens on the Go: Engage Anywhere, Anytime, and on Any Device
Michael Jackson, Director, Healthcare / Public Sector Strategy, Adobe
Yip See Wai, Senior Solutions Consultant, Adobe Marketing Cloud, SEA, Adobe
3:30pm – 4:00pm
Applying Forms Technology to Improve Efficiency and Transform Operations
Dave Welch
Senior Director Adobe Experience Manager Forms Products, Adobe
4:00pm – 4:30pm
Panel Discussion: Challenges and Opportunities for Digital Government Transformation
Tony Katsabaris - Moderator
Michael Jackson, Director, Healthcare / Public Sector Strategy, Adobe
Dave Welch, Senior Director Adobe Experience Manager Forms Products, Adobe
Erica Fensom, Head of Government Affairs APAC, Adobe


Erica Fensom
Digital Disruption and Its Impact on Governments
Erica Fensom
Adobe
Head of Government Affairs APAC
New digital technologies have changed the way people communicate. Citizens expect to be able to interact with organisations instantly through social media and mobile tools. This discussion will focus on how government can harness these dramatic changes in the lives of Singaporeans to better engage, serve and inspire them.
David Nuescheler
The Future of Digital Government
David Nuescheler
Adobe
VP Enterprise Technology
Adobe believes successful digital government can be achieved with a very simple proposition – deliver government services that are so engaging, citizens want to use them. Adobe’s vision for the future of digital government identifies what policymakers and agencies need to do to deliver public services that are personalised and efficient. Making online transactions work for the citizen and adopting a ‘government as a platform’ approach will help governments realise deeper cost savings and drive enhanced public services.
Michael JacksonYip See Wai
Citizens on the Go: Engage Anywhere, Anytime, and on Any Device
Michael Jackson, Director, Healthcare / Public Sector Strategy, Adobe
Yip See Wai, Senior Solutions Consultant, Adobe Marketing Cloud, SEA, Adobe
Mobile technology is changing the way citizens find information and interact with services. Fueled by private-sector experiences, citizens are demanding 24x7 access, on any device, to online services such as permit applications, driver's license renewals and tax payments. This session examines how to expand an agency’s breadth of online services while effectively creating, publishing, tracking, managing, and updating its expanding mobile presence.
Michael Jackson
Government on the Go: Bringing Service Access to the Citizen
Michael Jackson
Adobe
Director, Healthcare / Public Sector Strategy
Mobile technology has transformed the way government departments are able to deliver public services. From case workers to city planners, government teams are able to do more of their jobs outside of the office, translating to better services for citizens and increased efficiency. This session examines how to deliver effective tools, training, and workflow processes for government workers out in the community.
Dave Welch
Applying Forms Technology to Improve Efficiency and Transform Operations
Dave Welch
Adobe
Senior Director Adobe Experience Manager Forms Products
As the first step in many essential agency operations, forms perform a vital role in your agency’s mission. While traditional simple forms collect and organize much needed information, more advanced forms technology can do so much more, while providing a better user experience for the citizen. Agencies can now seamlessly integrate digital forms—and the document services engine behind it—with a constituent-facing portal to deliver fully automated forms processing and more, across any device, any time. This session will show how today's forms technology can dramatically improve operational efficiency across an agency.
Michael JacksonDave WelchErica Fensom
Panel Discussion: Challenges and Opportunities for Digital Government Transformation
Tony Katsabaris - Moderator
Michael Jackson, Director, Healthcare / Public Sector Strategy, Adobe
Dave Welch, Senior Director Adobe Experience Manager Forms Products, Adobe
Erica Fensom, Head of Government Affairs APAC, Adobe
Digital technologies are changing how government agencies engage with information, ideas and knowledge. From making internal processes easier to driving citizen self-service, the opportunities for increasing the efficiency dividend are everywhere. While the transition from static content to digital has been relatively straightforward, some government agencies have struggled to change traditional transaction-based services to digital experiences. This discussion with Adobe’s panel of experts will discuss some of the challenges and opportunities for governments in embracing digital government. Learn what governments around the world are doing to help their workforces, businesses and citizens make greater uses of the technology.
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Serving The Social Citizen
Singapore Leads The World In The Provisioning Of e-Services
Keith Timimi
VML Qais
Chairman
The next generation of citizens expect more, however, Social media, mobile apps and video content have become ingrained in their lives. To keep up with this modern, socially-connected citizen, government agencies and ministries need to:

• Proactively engage with and inspire stakeholders in the digital communities they inhabit
• Go beyond useful services, and focus on making them both useable and enjoyable
• 'Atomize' services using apps, APIs and social channels to extend utility and reduce friction in the real world as well as the digital realm

Keith Timimi, Chairman, VML Qais, will talk through the process of planning, building and measuring next generation frameworks, with inspiring case studies from around the world.
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David Nuescheler
David Nuescheler
Adobe
VP Enterprise Technology
As VP for Enterprise Technology, David Nuescheler leads product innovation and strategy for Adobe’s Enterprise products and brings his vast expertise in Web Experience Management to bear for Adobe’s comprehensive enterprise solution set. Nuescheler drives the Adobe enterprise technology vision and architecture and is responsible for the platform’s user experience and technology incubation. Nuescheler joined Adobe through its acquisition of Day Software. He joined Day in 1994 and was instrumental in growing the company from a small multimedia agency to a leading enterprise content management software company. He created the basic concept for the original Communiqué, now Adobe CQ5, and has guided product development to create a truly advanced content management and infrastructure platform. Nuescheler has led various international technical standardization initiatives and is a member of the Apache Software Foundation. Nuescheler has been awarded for his work in standards and open source on various occasions including being nominated twice for the JCP Spec-Lead of the Year Award, Two Star-Spec Lead Awards and the Lifetime Achievement Award of the "Best of Swiss Web" Association.
Dave Welch
Dave Welch
Adobe
Senior Director Adobe Experience Manager Forms Products
Dave Welch is the Sr Director of the LiveCycle and Adobe Experience Manager forms products at Adobe. He is responsible for commercial and public sector solutions incorporating electronic documents, web content management, and collaboration technologies to support business efficiency, citizen and force engagement, mission readiness, mobility, and content security. Dave oversees product strategy, product management, engineering and support , worldwide. Over the course of his 12 years with Adobe, he has been senior director of engineering and director of engineering for AEM Document Services, LiveCycle and additional Adobe enterprise software technologies and teams. Dave joined Adobe as part of the company’s acquisition of Accelio (formerly JetForm Corporation), where he held various executive and senior management positions. He earned a Bachelor of Science degree in Computer Science from the University of New Brunswick in Canada.
Matthew Langie
Matthew Langie
Adobe
Senior Director, Strategic Marketing
As Senior Director of Strategic Marketing for the Digital Marketing Business Unit at Adobe Systems, Langie is responsible for marketing the company’s industry-leading digital marketing solutions generating over one billion dollars in revenue. His responsibilities span go-to-market strategy, messaging and positioning, pricing & packaging, sales enablement, competitive intelligence and product evangelism.

Langie has extensive experience in software and technology marketing, including leadership roles at Omniture, WebTrends, Infor Global Solutions, Datastream and Hewlett-Packard. He served as vice president of marketing for Timeline Computer Entertainment, a software company founded by the late, best-selling author Michael Crichton, and he led marketing and business development for the software technology research lab at Intel. He began his career in the U.S. Air Force, leaving the service at the rank of Captain.

Langie currently serves Board Vice Chairman of the Internet Marketing Association, a professional organization with nearly 800,000 members worldwide. He is Director Emeritus of the Digital Analytics Association and is a recognized thought leader in the analytics and digital marketing industry. Langie is a highly sought after speaker at digital marketing conferences, trade shows and other industry events focused on innovation in new and emerging digital channels, such as social media, mobile, and online video.

Langie holds a Bachelor of Business Administration degree from the University of Notre Dame. He holds an MBA from the University of Texas, where he was recognized with the Texas Business Hall of Fame foundation award and scholarship.
Erica Fensom
Erica Fensom
Adobe
Head of Government Affairs, Asia-Pacific
Erica Fensom is Head of Government Affairs, Asia-Pacific at Adobe and is responsible for technology policy and regulatory affairs in the region.

A corporate strategist and communicator, Erica has worked at the intersection of government, new technology and strategic communications for 15+ years. She is passionate about Digital Government and has worked with governments across North America, South America, Europe and Asia-Pacific. At Adobe, Erica works to build partnerships with government and leverages her public sector experience to enable e-government and digital solutions.

Prior to her current role, Erica was Director, Government Relations at BlackBerry managing global public policy initiatives in the U.S., U.K., Australia and Latin America. She worked with governments to build new partnerships in South America and Asia, and was part of an industry coalition working with NGOs to create a socially responsible mineral sourcing framework for the electronics industry.

Before joining BlackBerry, Erica worked at the Canadian Embassy in Washington D.C. in media and advocacy. In that capacity, she co-created Connect2Canada.com, the first digital network of friends of Canada in the U.S., enabled by the Government of Canada. She also worked at the Canadian Broadcasting Corporation.

Erica has worked extensively with international trade associations on behalf of the technology industry, including with the Information Technology Industry Council and the U.S. Chamber of Commerce. She is a member of the Board of Directors at the United States Information Technology Office (USITO) advocating for the U.S.-China economic relationship. Previously, she was a board member at the Canadian American Business Council.

She holds an MBA from Georgetown University with an honors certificate in International Business Diplomacy from the School of Foreign Service in Washington D.C. and a Bachelor of Commerce from McGill University in Canada.

Erica is based in Sydney, Australia where she lives with her husband and two daughters. She enjoys skiing, travel and spending time outdoors with her family.
Michael Jackson
Michael Jackson
Adobe
Director, Healthcare / Public Sector Strategy
Michael Jackson is an inspiring technology strategist who brings over 15 years’ experience helping organizations of all sizes break through conventional barriers to operational effectiveness. A popular speaker, Mr. Jackson has been invited to present at conferences throughout North America on the roles of applied technology in private and public sector enterprises.

As Director of Healthcare Strategy at Adobe Systems, Mr. Jackson leads program management and market development for a portfolio of Digital Experience Solutions, including web / mobile / social consumer engagement, business process management (BPM) and data analytics, for healthcare organizations and government agencies worldwide.

His recent accomplishments include establishing Adobe’s Health Payer Solutions Group, and providing operational vision and leadership for its modular Health Insurance Exchange (HIX) solutions, selected by the US Centers for Medicare and Medicaid Services to be integrated into the Federally Facilitated Exchange (FFE) model in at least 24 US states, as well as multiple state-based and private commercial insurance exchanges.

Mr. Jackson earned an MBA as well as a Bachelor’s degree in Management Information Systems from the University of Baltimore. He is also a veteran of the US Coast Guard, where he proudly served as a Petty Officer.
Yip See Wai
Yip See Wai
Adobe
Senior Solutions Consultant, Adobe Marketing Cloud, SEA
"I'm the person who helps bridge the requirement between Marketing and IT, empowering the end user the flexibility on managing the online digital experience for their customer while allowing IT to face the challenge in today's fast changing digital language" explains See Wai, Senior Solutions Consultant.

See Wai's role at Adobe focus on the technical consulting of the Adobe Marketing Cloud solutions with extensive expertise in Adobe Experience Manager.

See Wai has over fourteen years of experience in the industry, in Asia Pacific. He joined Adobe in 2008, having been in technical roles in R&D, project delivery and architecture in the Enterprise space. See Wai have worked on the architecture and implementation many Singapore Government related portals like NS Portal, Onemotoring and Singapore Tourism Portal. See Wai is also a founder of the popular Singapore Parenting Portal Kiasuparents.com
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