DIAMOND BAR, Calif. – Today's automotive consumers increasingly rely on their mobile devices to make purchases and do product research. To help automotive professionals understand the opportunities this trend presents, Steve Yankovich, eBay vice president of mobile, will discuss the growing impact of mobile as a medium for automotive customers at the Specialty Equipment Market Association (SEMA) Business Technology Symposium. The event will take place at 10 a.m. on July 27 at the Renaissance Hotel in Long Beach, Calif.

As part of the keynote address, Yankovich will outline how mobile has become an increasingly influential medium when it comes to auto purchases, especially with mobile innovations such as VIN barcode scanning to upload vehicle information, and one-click parts finder technology to locate vehicle-specific parts and accessories.

“Mobile enables customers to shop or source vehicles, parts and services right when they’re thinking about them, while they’re on the go,” Yankovich said. “Customers are most likely to remember a part that they need or think of a vehicle that they are interested in while they’re at an auto show, talking with a friend at an event or just strolling past a unique vehicle at a parking lot. That’s why automotive is such a great fit for mobile.”

In his role at eBay, Yankovich creates new products to leverage the eBay platform across all of eBay Inc.’s properties. He is also responsible for eBay’s mobile business, and product development worldwide on platforms including the iPhone, iPad, Android, Windows Phone 7, BlackBerry and the mobile web. Under Yankovich’s leadership, eBay Mobile has become the largest player in the m-commerce space. eBay generated nearly $2 billion in mobile sales in 2010, and is expected to reach $4 billion in 2011.

Additional panels taking place at the symposium include:

•     Manufacturer and Distributor Online Marketing Essentials – Famous Rhodes, senior director of eBay Motors, and industry thought leaders from Swirl, Part Authority, Falken Tire and Cie Studios will discuss how auto parts businesses can leverage online marketing channels such as Facebook, Twitter, YouTube and eCommerce to engage with customers and generate new leads.

•     Product Design and Manufacturing Technology That Could Change the Aftermarket – Executives from SEMA, Whole Hog Technologies and Wohlers Associates will provide insight on how design innovation, the latest in scanning tools, CAD/CAM software and additive manufacturing machines will impact the aftermarket industry.

•     Connecting with Customers: Effective Content Marketing – Robert Rose of Big Blue Moose will share expertise on how businesses can create and effectively deliver tailored, compelling content to engage with their customers.

•     Capture, Manage & Nurture Leads to Win More Customers – Kristen Knipp of HubSpot will discuss how to successfully attract leads and efficiently convert them into loyal customers.

The SEMA Business Technology Symposium is an annual event developed by the SEMA Street Performance Council to provide attendees with insight on strategies and best practices in the fields of eCommerce, digital marketing, social media and business development. To learn more about the SEMA BTS or to register for the conference, visit http://www.sema.org/bts.