Filmed on the site of Ad Tech Shanghai we interview Lucy Lee, Business Development Director for Phonevalley China. Phonevalley is the mobile arm of Publicis Group and is one of the few integrated MNCs doing agency work in China. Ms Lee discusses how this affects doing business in China compared to local companies. Lee sheds light on some of the challenges faced that come with operating in China and how they have been overcome. Phonevalley is known for using a wide range of elements in their campaigns including SMS, MMS and WAP technologies. Ms Lee reveals which platforms have proven to be most effective and which channels have worked most successfully for Phonevalley's clients. We also touch on some of the major events in 2008 that have impacted mobile media for now and in years to come. To find out more, tune into this iTV-Asia program.

Lucy Lee has over nine years experience in the telecommunications, Internet and advertising industry in China. She is currently heading the business development of Phonevalley in China, the mobile arm of Publicis Group, which is the fourth largest

Prior to her position at Phonevalley, Ms Lee had worked with Orange, the second largest European telecommunication carriers for over seven years in both China and France. Lee has held different positions from Marketing Consultancy, Communications and Strategic Marketing to looking for business opportunities for Orange in China, including partnership with Chinese carriers, service providers, academic research institutions and universities.

Ms Lee is also one of the co-founders and organizers of Mobile Monday Beijing and Shanghai chapters, a leading worldwide networking event focusing on mobile topics.
Ms Lee holds a MBA from Paris University (Sorbonne), and also has a bachelor degree of economics from Shanghai University of Finance and Economics.

Lucy Lee is a native speaker of Chinese. She also speaks English and French.