We’ve seen the media reports about China’s red hot Web and mobile industries, but it’s time to discover the truth. This session will dive behind what you see in the media today to give you a better understanding of how the Chinese Web and digital media industries work. What key social, economic and technology drivers exist? What differences can we expect as China’s mobile and Web companies grow? How does consumer behavior adjust as the Web becomes more prevalent for more people? How does one adequately engage this market? This session will explore these questions and more, highlighted by case studies and best practices from some of the most regarded consumer brands. With the more 244 million people expected online by the end of 2008, now is the time to get a clear picture of this dynamic, evolving industry.