I can see the meeting now:
"OK, so we're doing a mobile content conference. Any ideas for names?"
"Nah, too hard to remember."
"Mobile Content World?"
"Nope, there's one of those already..."
"I know! MoCollywood!"
"Sheer brilliance! Consider yourself promoted!"
I kid you not. And they're having an awards ceremony too, called... the MoCoscars.
Go on, industry-that-excels-in-silly-branding, beat that!
UPDATE - It seems that "MoCollywood" is Mobile Content World, rebranded. Which makes it all even sillier. Anyway, the organisers are claiming it now combines the "fun, interactivity and energy of music festivals... with the networking opportunities and hard hitting strategic inspiration offered by traditional conferences". If you're interested, it runs from 2-3 October at Old Billingsgate in London.