Women in Wireless

The mission of Women in Wireless is to empower and develop female leaders in mobile & digital media. We do this through leadership development, mentoring, inspirational series of panels and webinars, job boards, philanthropic support for relevant charities and networking events.

2nd Annual World-wide Multi City Speed Networking Event

Women in Wireless

2nd Annual World-wide Multi City Speed Networking Event                                     - Evening of Sept 11th, 2012

For the second year in a row, thousands of professionals, throughout the world, who connect with the mission of Women in Wireless, will unite to meet, mingle and ‘speed network’.

Join us in New York, San Francisco, Singapore, Dallas, Calgary, Los Angeles, Chicago, Boston, and Hamburg for this unique coordinated event.

New York, 7pm EDT start time

San Francisco, 7pm PDT start time

Los Angeles, 7pm PDT start time


Dallas, Partner Event, September 13th


Boston, 7pm EDT start time


Singapore, Calgary, Chicago, Hamburg will be updated soon…


Here’s a fascinating Women in Wireless panel discussion at MobileMonday Toronto.  (by MaRScentre)

Veronika Sonsev Insparq
Heidi Lehmann Moxie Q
Polly Liberman Celtra, Inc

Maria Ocampo Women in Wireless

Learn about role of women in leadership positions and get inspired by a panel of successful women leaders from the communications industry.

Interested? Don’t forget to vote Start-up Junkies - Girl Addicts by SXSW Panelpicker 2013 

Check out more at http://mobilemondaytoronto.com/


Recap - Women in Wireless Panel @ Mobile Marketing Forum 2012 NYC

Women in Wireless Panel @ Mobile Marketing Forum 2012 NYC

[INFOGRAPHIC] What Do Marketers Need from Their Agency?


Women in Wireless is seeking a Program Management Intern

As a Program Management intern, you will have the opportunity to work with leading women in the mobile industry. You will report to Veronika Sonsev and Charlotte Fors (co-chairs of the organization). You will be a key part of our executive team and will have direct impact on delivering our mission. You will be responsible for managing and administrating Women in Wireless sponsored projects as defined by the executive team.
Estimated hours required: 10-15 per week. This is an unpaid position.

Women in Wireless was established to develop and empower female leaders in digital media. We pursue this mission through the following taskforce groups: Networking, Panels & Inspiration, Mentoring, Careers, Communication and Philanthropy.
Women in Wireless organize regular networking events at most of the major mobile and interactive conferences. We’ve produced panels for a number of shows, including the Mobile Marketing Forum and CTIA, and we launched a successful mentoring program in 2011.

Key responsibilities:
Develop and manage the Women in Wireless growth strategy for 2012.
Establish and manage the Women in Wireless leadership council — this will be a senior board of women in the mobile field who will provide guidance and mentorship for the member base.
Manage and administer the Women in Wireless website, which is currently being developed. No programming skills are required for this.
Develop and manage the Women in Wireless membership database.
Assist the leadership team with the production of Women in Wireless networking events and represent the women in wireless at industry functions.
Participate and administer the Women in Wireless bi-weekly executive meetings.

Skills required:

  • Entrepreneurial drive and the desire to make a difference
  • Keen interest in the mobile and/or digital media field
  • College Degree
  • Proficiency with MS Office (Excel, Outlook, PowerPoint)
  • 1-2 Years previous business experience

Candidates should contact melissa.fudor(at)womeninwireless.org.
Please send your resume and a cover letter (or email) explaining why you are interested in the Program Management internship.


Women in Wireless London Launch

(Article originally published on SOMO Global)

By Kirsty Styles (Communications Executive, SOMO)

Jerri DeVard addressed the few men braved the Women in Wireless London launch with “welcome to our world, we have expertise in discomfort!”  Said with a smile and charm, she won everyone over immediately.

In a lemon dress, the tall African-American Executive VP and CMO of Nokia cut an interesting figure, and brought with her a truly inspirational story that left time poor women in the crowd scrambling to call their mother, wherever in the world she is.

Like Jerri, her audience want to be happy and successful. Before us, it felt like we had the embodiment of just that. “I wanted to be successful personally too, jobs come and go, your family is always there” she added.

The Women in Wireless launch couldn’t have been better timed, coinciding with the news that the pay gap in London is the largest in the UK, almost 23%, childcare costs stop women from going back to work, while female unemployment has risen by 7,000.

Jerri has two children, and committed with her husband that they would be ‘present’, there would always be someone to sit down and have dinner with them.  She has turned down meetings to be at their special moments.

“We all stand on someone’s shoulders” she said, of the need for women to help guide others to success . She mentors young women around the world, giving them anything from an email, a text, to a shoulder to cry on. As a teacher, you have to ask ‘How can I help you?’

“Can you have it all?”, the age old question came from the audience. “Maybe you can’t have it ‘all’ at the same time. But we owe it to ourselves to find out what ‘it all’ is. You make it work.”

She finished her address with the words of Nicky Giovannia, the American writer and activist: “I really don’t think life is about the I-could-have-beens. Life is only about the I-tried-to-do. I don’t mind the failure but I can’t imagine that I’d forgive myself if I didn’t try.”

On Work
The best thing you can say to someone in business is, ‘I’d like your help’.

Know your strengths and play to them.

There is no substitute for being good at what you do – you have to be good to enjoy it, you have to enjoy it to be good.

Lean to those people who think differently to you.

Find those people at work who will give you an honest opinion about who you are and how you are perceived.

On Family
Your mum is someone who loves you, and also someone you can trust [not  necessarily  guaranteed in a relationship]

Friends tell you what you want to hear.

Her mum put herself through college after having two children, ‘isn’t being my wife and the mother of my children enough for you?’ her husband urged. ‘No. I want to do more.’ She rose to become the Commissioner for Literacy for the State of Massachusettes.

On Relationships
Be careful who you choose to take on your journey.

(Source: womeninwireless.org)

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Golden Seeds Presentation: Mobile Overview & Trends

On April 12, Women in Wireless members Kristine Van Dillen, Polly Lieberman, and Veronika Sonsev gave a presentation for Golden Seeds, the third largest angel investor network in the United States. Attendees of this event were provided with an overview of the mobile industry and its current trends, plus predictions for its future.

Topics covered during this presentation included:

  • Mobile Penetration
  • Mobile Usage & Consumption
  • Monetization of Mobile
  • Distribution & Discovery
  • Convergence
  • Future of Mobile

Interested in viewing the full presentation? See below:

Mobile Industry Overview & Trends part 2
View more PowerPoint from EMFella

Interview with Theresa Spralling, CEO of Women of AT&T - People Don’t Care How Much You Know Until They Know How Much You Care

By Elizabeth Fella

I met Theresa Spralling, Senior Associate Director at AT&T, through a friend of mine who recently began the Business Sales Leadership and Development Program (BSLDP) with AT&T, which is a training program for recent grads that prepares them for a future position with the company.

Although not all individuals in the BSLDP have a direct work relationship with Theresa, she is very well known with everyone involved in this program. Each person I met in BSLDP gave me nearly identical responses when they found out about my upcoming interview. They all said something along the lines of, “I LOVE Theresa, she’s awesome!”

Upon meeting Theresa, I realized what everyone was talking about. Not only was she recently named the CEO of Women of AT&T, but she is also genuinely kind and inspiring. This was remarkably clear to me even after our relatively short interview. It was a pleasure to sit down with Theresa and get her thoughts and advice for females. You’ll find her answers below:

Elizabeth: So as the CEO of Women of AT&T, why do you think it’s important for women to network with other women and be involved in organizations like Women of AT&T and Women in Wireless?

Theresa: It teaches you a lot about yourself. I joined Women of AT&T to get to know women like me. I needed a network of people who could help me outside of the workplace. At my job, it is important to me to have my manager and bosses know that I’m doing a great job. I joined WOA because I wanted an organization to accept me for who I was and see the goodness in me as a leader. This organization has helped me to grow even though it doesn’t have anything to do with my performance evaluation at the end of the year. That’s one of the reasons I joined. You learn to lead and grow AND learn about yourself. So I know who I am, I know my worth, and I know there’s more work for me to do to fully  realize my potential

Elizabeth: What advice would you give to young females, who have recently graduated and are just entering the work force?

Theresa: Bring YOU to the table. Know that you are unique, that you have value, and that is what the corporation is looking for. No matter what company you work for. You are the deciding factor from being good to great. Corporations do have guidelines, but you are you. You are unique and should never forget to bring yourself to the table. The fact that you have a personality, show it. The fact that you are smart, show it. You know how to get things done, show it. While corporations will spend time and much money to train young people, they still want you to be you. It’s that uniqueness that they’re trying to capture. So know who you are and bring that person to the job everyday.

Elizabeth: What do you wish you knew as a young female?

Theresa: I wish I had a program like we do have now (Business Sales Leadership and Development Program). In this program, we pick the best and brightest and directly support their personal and professional growth and development. We help uncover all the good stuff our participants have to give and we take it to the next level. I wish I had that.

I also would trust more of a network. I really thought I was the only one out there having to fight my way through, make my way through, help myself up. While in retrospect, there’s always been a network of support out there for me. I just didn’t know how to tap into it. So I’d like to tell young women now, there is a network out there; you just have to know how to tap into it. You tap into it by getting actively involved in your communities. There are people like me who will share the lessons they’ve learned and will do it willingly. The only expectation is when you learn it you pass it on.

Elizabeth: In what ways can young females cultivate their leadership abilities?

Theresa: Volunteer and get actively involved. People don’t care how much you know until they know how much you care. Leadership starts with caring, caring about the bigger picture, the end result, not about yourself. So get involved with your community and your workplace. Get involved building relationships. And then find a need. Leaders are developed not born. Find a need, get actively involved, and then execute a solution that fulfills the need and impacts the lives of others. You’ll find out so much more about yourself and all of a sudden you’re the go to person. When you share that information, you will emerge by caring more about the greater good, not just about yourself

Elizabeth: What helped you break through the glass ceiling in a male dominated industry?

Theresa: I haven’t broken it yet. I bump my head on it; bump my head on it every single day. I must continue to try.  This is one reason why I’m excited about this new leadership role as CEO of Women of AT&T. I’m excited to become the example that it can be done. It is being done. AT&T is doing a good job as a corporation but there’s far more we can do. We should be the rule, not the exception. Every woman coming into AT&T should know this is the right place for growth, opportunity, and breaking through that glass ceiling. We still however, oftentimes find ourselves sitting at that male dominated table in a male dominated environment.

Elizabeth: What are your thoughts on females and finding that work life balance?

Theresa: I’m an empty nester; I don’t have to pick up kids, cook dinner for them or care for aging parents. Imagine if I had a family at home. I would be difficult for me.  The hours and demands of a corporate environment often strain a female.  And guys are strained too; I applaud the guys who are actively engaged in directly supporting their families even though this is still considered a non-traditional role for men. Let’s face it, most of the time, the female is the one and only who has to balance home and work life so we’re left trying to balance that scale, but there really isn’t a balance. I don’t mind admitting to you that for me, there never has been a work life balance. I work because I want to create a better life for my family. There are times I have to give 150% and then some.   The balance comes when I have the good sense to take time off and recharge and then plug back into work. But there’s never been, for me anyway, an even scale where I could do my job and really fully attend to my family, there’s a sacrifice to be made. And I find that women more often are the ones that make that sacrifice.  Unfair, but we’re getting there.

We get there by talking it through, and working it through with corporations like AT&T, who understand and value family as part of our lives. We’re getting there with women who are knocking it down in the workplace with their husbands at home sharing the responsibility or managing the entire household. But that is the exception, not the rule. When that becomes common place, when you can accept a role no matter what the job demands and  time constraints are and not feel guilty as a female, we will have succeeded in breaking down these barriers. For some reason, many females feel like we have to wear that superman cape and do it all. In my mind, guys don’t have to do this; they just have to be good at what they do. We impose so much responsibility on ourselves. I encourage my young daughter to have her husband help with the children; she should not assume that full burden. She has a career as well. That career should be equally valued and equally respected in her household.  While we are not there yet, we’re getting there. There are women who are getting close to experiencing what I have described.  They are setting examples and paving the way. We are smart enough, we are good enough, and here we come, Get ready guys!

Elizabeth: Which one of your many accomplishments are you most proud of and why?

Theresa: Knowing that I am whole and I am not defined by the letters behind my name. I’m defined by the work that I do and the people I help, and the lessons I learn, and the information I share. Yes I have accomplished a lot but there’s so much more to do. It’s not about the title, it’s about the worth. My greatest accomplishment is realizing my own net worth. I am rich beyond measure because I understand I bring value to the table. I have led large organizations including Toastmasters International, as the District Governor for the state of Georgia, with over 6000 members strong.  A lot of people would say that’s a great accomplishment. While I was named 100 Top Women of Influence in Georgia, people would say that was the accomplishment, even with the CEO for Women of AT&T title, people would say Theresa, that’s the accomplishment, but I would say that it’s me understanding there’s more. More for me to do, I feel compelled to do that.

Elizabeth: What females inspire you?

Theresa: Dr. Maya Angelou. I look at her and think, that’s my grandmother’s wisdom and to know she had that type of wisdom even as a young girl.  I encourage you to read her story.  I am inspired by her because of the power she has possessed throughout her life and her ability to overcome tragedy. At the age of 7 she was raped by her mother’s boyfriend. She told on him and he was sent to jail. He was eventually let out on bail and was murdered that night by Maya’s uncles. As a result, Maya believed that because she spoke up, she caused his death. So she refused to speak.  For years she remained silent. Thankfully, she eventually found the courage to speak and found the power of her voice. This tragic experience was the inspiration for her first and most well-known book, I Know Why the Caged Bird Sings. I’m inspired by that. We all have a voice and there is power in that voice when we use it.

I also look up to Michelle Obama. I admire the strength and the fortitude that this woman has and through all of the controversy and political strife, she remains a lady, a mother, a wife and a professional.  May I remind you that President Barack Obama actually interned for her long before he became president.

And one more, Nancy Reagan. Full of grace, always appropriate. She ran the White House in my opinion. And very few people realized that until after president Reagan left office. Mrs. Reagan was the mastermind behind it all. She proved that you can make a lot of things happen quietly, silently, yet appropriately.

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Event Recap: Presentation Skills Bootcamp

By Elizabeth Fella

WiW recently presented Part IV of their Educational Series, a workshop on presentation delivery skills. The class, Think Outside of the Slide: How to Deliver a Powerful Presentation, was taught by Martha Denton, founder of The Presentation School and a Presentation Coach for TEDx. The workshop covered all the essentials of successfully developing and delivering your presentation.

Developing Your Presentation

Martha began by providing attendees with tons of useful tips on ways to develop their presentations. First and foremost, it is important for the presenter to know their audience. At the start of developing a presentation, always ask yourself who, what when, where, why, and how.

It is also important to realize that the culture of your audience plays a role in the development of a presentation. For example, the way you present to an English audience will be different from the way you present to a German audience. Different cultures place value on different things and it is vital to realize that when developing your presentation. It is also important to take into account corporate culture. Research the internal language of an organization and use it in your presentation. Lastly, remember color culture when designing a presentation. If you are presenting to Coca-Cola, do not show up with a presentation with a blue color scheme, the color of Pepsi, its biggest competitor.

Furthermore, properly planning out your presentation is fundamental in the development stage. In order to find your message, write an outline. You can also use a mind map to organize your ideas around a core topic. Once you have your core topic, storyboard your content to decide how you want to lay everything out.


Martha also offered attendees tips for the actual presentation. Before presenting, she says to visualize being awesome. Picture yourself giving an amazing presentation. There is great power in visualization, and imagining yourself succeeding will help you to actually succeed.

In addition, Martha recommends picking four people in the audience who are actively engaged and making them your eye contact points. It makes presenting to larger audiences less intimidating because although there may be 200 people in the room, you are only focusing on the four individuals who are your eye contact points.

Lastly, Martha provided attendees with tips on presenting yourself during presentations:

Appearance Tips

  • Your mother was right, always remember to stand up straight
  • Don’t wear red, yellow, white, or big print - instead stick to colors that are flattering on you
  • Wear more makeup than usual onstage
  • Don’t wear heals that are too high

For more information on taking your presentation skills to the next level, Martha Denton recommends the books Slide:ology and Resonate by Nancy Duarte. You can also check out The Presentation School’s website to see learn about the different presentation classes offered by Martha and her upcoming events.

A big thanks to Martha for the great workshop and to all the women that participated! Find out about our upcoming Educational Series workshops and all other WiW events by signing up for our newsletter here.

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When Hiring, Preparation Evens the Odds

Photo credit:  Quad Aces by fitzsean, used under Creative Commons License.

***Join us for Anne Libby’s WiW Educational Series “How to be a Hiring Superstar,” January 25th, 2012 in NYC. Click here for more information.

By: Anne Libby

Within a month, it’s clear:  your newest hire isn’t a good fit for your team, or your company.

She’s smart, nice, and has an impressive resume.   Her recommendations shone.   Everyone on the team interviewed her and gave her the thumbs up.    The odds looked great.

Your leadership development depends on your ability to build a strong team.  Now your next hire feels like a bit of a gamble.  

Here are a few basic interview tactics that can make a dramatic difference in your results.   Hiring managers can use these simple steps to help drive the process.   Team members can use them to offer structured input to your manager’s decision process.

Have a well-defined job spec.   A good job description describes responsibilities and expected outcomes in concrete behavioral terms.   A job spec includes skills and experience that a successful candidate will likely bring to the job.   

When a job spec lays out the details with the clarity of a 30 second elevator speech, you’ll source more appropriate candidates, and know what to ask them.   Get this clarity before you start.

Understand your culture.    At work, culture is often a set of unwritten rules:  how we behave, to what we wear, and the language we use.

Culture is visceral.   We might consider it to be a touchy-feely attribute, and think we’ll know the right fit when we see it.  

This would be a mistake.  To find the right fit, we have to be able to articulate the rules and rituals of our culture, and ask questions that identify whether people will thrive in our environment.

When interviewing, craft open-ended questions.   The open-ended question is the killer app.   And open-ended doesn’t mean haphazard or undirected.  

Walk into every interview with a set of pre-defined questions.   Each question should target a factor for job success:  experience, skill, or ability to fit into your culture.

An example for a client-facing job: “Tell me about a time you disappointed a client.”   Someone who has never disappointed a client lacks either experience or honesty.   Unreasonable clients and incompetent colleagues may be red flags:  those who disparage, blame or make excuses won’t be joining my team.   I’m looking for the candidate who accepts responsibility, speaks respectfully about others, and learns from experience.

Pipe down and listen.  Interviews are stressful, and open-ended questions may create uncomfortable silence.  It’s important to avoid filling this silence yourself.   Let a candidate tell you what you need to hear:  stop talking and listen.

Every hire is a significant investment, in money and time.   80% of a successful hire is in preparation – without thoughtful preparation, the process is a crapshoot.  

On January 25th at “How to Be A Hiring Superstar”, you’ll up your game by learning to prepare, with intention.   We’ll delve into how to execute on these and other steps you can take when hiring to increase your odds of success.   You’ll leave with a simple, practical model you can use in your next hire, and suggestions for how to continue to refine your skills.   Please join us!

An expert in managing people in the workplace, Anne is the founder of Anne Libby Management Consulting LLC, where she works with senior leaders, founders, business owners to build excellent general management practices and knowledge into their firms —  hiring the right people, managing individual and team performance, and finding solutions in a wide range of workplace challenges. Find her on Twitter @annelibbyFacebook and at her blog.

About Anne:

An expert in managing people in the workplace, Anne is the founder of Anne Libby Management

Consulting LLC, where she works with senior leaders, founders, business owners to build excellent general management practices and knowledge into their firms — hiring the right people, managing individual and team performance, and finding solutions in a wide range of workplace challenges.

Find her on Twitter @annelibby, Facebook and at her blog.


Four Ways to Market Your Mobile App


(Article originally published with permission from Women 2.0)

By Aurelie Guerrieri (Corporate Development, SendMe)

Apps are either hits or misses – or are they?

What if you have a great idea for a safety app, a fitness app, a personalization app, or a privacy app? You build it with sweat equity in your garage, and after weeks or months of agonizing over every feature,  it finally gets uploaded to the app store, and… nothing. Lots of really good, useful apps get buried amongst the mazes of the app stores.

The thinking used to be that if you build a good app, users will come. These dreams were fueled by stories of games turned into overnight hits through word-of-mouth, great press, and of course top rankings in the app stores. Unfortunately nowadays the leaderboards are chock-full of big consumer brands ramping up their mobile presence and of established game publishers.

The days of being able to ignore marketing are over. So what is a small, independent developer to do?

Tip #1: Know Your Metrics

With costs-per-install (CPIs) exceeding $1.50 in the US, it is paramount to ensure that every marketing dollar is a dollar well spent. Ideally, you will want to implement a robust tracking system and measure real-time performance of each marketing channel, although that can be fraught with challenges which are worth another discussion. Then, remember to leverage mobile’s unique targeting capabilities and track the effect of each parameter.

At that point, you should be able to know your CPI by platform, device, time of day and day of week, ad creative type, media partner and media placement type. Use this data to continuously optimize (AB test rigorously) and change parameters dynamically. For example, mobile users tend to be more active consumers on the week-end, so make sure your marketing campaigns are ready to reap the benefits of increased conversions come Friday evening.

Sometimes accurate tracking is a challenge. When a user is connected on wifi, often you can’t tell which device they are connecting from. Lean on the performance marketing teams of your mobile ad networks for tips. And when new entrants or established brands launch “surge” marketing campaigns, the rankings will get disturbed and your performance metrics will change. Stay on top of your data!

Tip #2: Maximize Revenue Per User

Know your retention metrics: apps get used between 5-25 days on averageTrack retention all the way from the user acquisition marketing campaign — the results might surprise you!

Likewise, find the best moments in the user’s lifecycle to introduce upsells. For example, if you offer a free version of your app with an in-app purchase option, you should provide just enough value to engage the user and make them want to upgrade, but not so much that there is no perceived value in the upgrade.

Tip #3: Re-Invest Your Proceeds (Create The Virtuous Loop)

Of course, marketing is expensive. How do you compete with the big guys when you’re on a bootstrapped budget? First, figure out how much you can afford to spend per new user.

Tally up all the revenue sources over a user’s lifetime, whether initial purchase, in-app upsell, or advertising. This represents the maximum amount you can spend to acquire a user, or the breakeven point. Then subtract how much you need to cover the cost of your business (someone’s got to pay for the late night pizzas!), and that leaves you with the maximum CPI you can afford to pay.

If your head is not spinning from spreadsheet overload yet, it’s time to include the viral ratio in your calculations: it represents the number of free app downloads you get from each marketing initiative, from referrals or an improved ranking. You will see dramatically different ratios per campaign and over time. A good tip is to choose app names that are very easy to understand and search for in a few words (e.g., battery saver, daily horoscope).

If your math is right, the more you spend, the more you make, and the more you can spend — the virtuous loop!

Tip #4: Stay On Your Toes

Once you’ve mastered rock solid performance marketing for the mobile ecosystem, be ready for best practices to be turned on their head, and new, exciting mobile marketing opportunities to open up.

About the guest blogger:Aurelie Guerrieri heads up Corporate Development for SendMe, the largest performance-based mobile content provider in the US. SendMe is leveraging its deep mobile marketing expertise to work with up-and-coming app developers. She is also the Co-Chair of the Local & International Chapters atWomen in Wireless. Aurelie is an executive who has helped digital and mobile media start-ups in the Silicon Valley shoot for the stars for almost ten years. You can reach her at aurelie [at]SendMe[dot]com or connect with her on LinkedIn.

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