Martin Herdina, CEO and founder of fatfoogoo AG is an experienced internet and telecoms professional with broad industry experience. Prior to starting fatfoogoo Martin has successfully defined and led the implementation of multi-million dollar projects for T-Mobile International, Yahoo Int’l, AT&T Wirless and Skype for managing and delivering intangibles such as ringtones, wallpapers and mobile games. Combining these experiences with his strategic track record as VP Product for ucpmorgen and Director Product Marketing for Qpass in Seattle, USA make Martin an expert and thought leader in emerging market segment around virtual goods and services. Martin has broad media and press experience, has been speaking at a number of industry events (IIR, IBC, etc.) and is a recognized expert and reference for European journalists and editors around virtual asset trading and mobile DRM. Before joining ucpmorgen, Martin has been driving the mobile content strategy at T-Mobile Austria, being responsible for mobile entertainment and mobile navigation services. Martin has been studying international business and computer science at the University of Innsbruck/Austria and at Hawaii Pacific University/USA.