Event to take place Sept. 11 in Los Angeles.

Billboard revealed today (July 24) that Paul Reddick, Sprint’s VP of business development and product innovation, will be the opening keynote speaker for the Billboard MECCA Fall 2006 conference. The mobile entertainment industry event, which is being presented by SMS.ac and part of CTIA Wireless I.T. & Entertainment 2006, is a one-day event taking place on September 11 at the Westin Bonaventure Hotel in Los Angeles.

As VP of business development and product innovation for Sprint, Reddick is responsible for all of the company’s partner and developer programs. He also oversees all of Sprint’s mobile entertainment initiatives, including the Sprint Music Store, which is the first full-song wireless music download service to go live in the U.S.

Reddick will kick off the MECCA Fall 2006 program with the opening state of the industry address. In his address, Reddick will outline both the growth of mobile entertainment to date, as well as the remaining challenges that must be faced in order for the industry to expand even further.

“We’re honored to have someone of Paul Reddick’s stature in the wireless industry present the opening keynote at MECCA,” said Tamara Conniff, executive editor and associate publisher of Billboard. “His involvement in this event really illustrates how far this mobile entertainment conference has come in such a short amount of time.”

Reddick’s keynote address will start a full day of quality programming that will bring together the leading voices of both the wireless and entertainment industries. Additional speakers include:

Tom Wheeler, managing director, Core Capital Partners; Greg Ballard, CEO, Glu Mobile; Rio Caraeff, VP & GM, Universal Music Mobile; John Harrobin, VP of marketing, Verizon Wireless; Rob Tercek, founder, Multimedia Networks; Michael Arrieta, SVP digital sales and marketing Sony Pictures digital; Anil Malhotra, chief alliance officer, Bango; Brian Seth Hurst, CEO, The Opportunity Management Company; Joey Carson, CEO, Bunim/Murray Productions; Mark Donovan, M:Metrics; Michael Grossi , VP of business development, Helio; John Smelzer, SVP of business development, Fox Interactive Media; Michael Gallelli, director of segment marketing, T-Mobile; Mike Gaumond, VP & GM digital media services, Motorola; Antony Bruno, digital/mobile correspondent, Billboard Magazine; Tom Ryan, SVP, digital & mobile strategy and development, EMI; Anthony Stonefield, CEO, USA Wireless; Brian McGarvey, VP and GM, Americas, Vivendi Mobile Games; Greg Clayman, VP of wireless operations & strategy, MTV Networks; Dave Ulmer, senior director of marketing, Motorola Media Services; Anthony Batt, founder/CEO, Buzznet; Alex Campbell, co-founder & CEO, Vibes Media; Steve Glagow, dir. partners and operations, Orange; Rajesh Khera, director of mobile solutions, RealNetworks; Dr. Willms Buhse, CoreMedia/vice chair, OMA DRM Group; Steve Johnson, CEO, Choicestream; Stephen Davis, president, mobile & online media, InfoSpace; Mika Salmi, CEO, Atom Films.

For more information on Billboard MECCA Fall 2006, visit www.billboardevents.com or contact Michele Jacangelo at 646-654-4660. For information on registration and group discounts, contact Erin Parker at 646-654-4643. For sponsorship information, contact Karl Vontz at 415-738-0745. For hotel information, contact the Westin Bonaventure Hotel at 213-624-1000. For press credentials, please contact Lila Gerson at 212-255-8455.