Mobile Marketing Association Announces Mobile Marketing Forum Line Up for October
Events in Eastern Europe and South America extend reach and impact of mobile marketing knowledge
New York, London, UK, Singapore & Sao Paulo: September 18, 2008 — The Mobile Marketing Association )MMA) )www.mmaglobal.com) today outlined its Mobile Marketing Forum )MMF) agenda for October, which includes events in Budapest, Hungary, and Buenos Aires, Argentina. Featuring industry leaders from both continents and across the mobile value chain, the events will showcase relevant regional topics plus the latest developments in mobile marketing technologies and best practices, and highlight the real-world mobile marketing experiences of brands.
Topic highlights across the events include cross media integration, social community campaigns, leveraging mobile for brand awareness, loyalty and direct response, mobile analytics and integration, business models, the mobile internet, mobile usage, and the iPhone’s impact on mobile adoption.
“For those new to mobile, the Mobile Marketing Forums provide the ideal opportunity to learn how to effectively engage the mobile channel, whilst for companies who have already successfully deployed campaigns, the MMF events offer opportunities to expand their existing knowledge base,” said MMA President Laura Marriott. “It will be particularly exciting to hear from companies in the Eastern European and South American markets about their experiences of mobile marketing.”
The events take place in Budapest on October 7th and 8th in Budapest and in Buenos Aires on October 14th.
Further fixtures for 2008 will include the North American and Asia Pacific Mobile Marketing Forums.The North American MMF, held in San Diego on November 13th, also incorporates the MMA Global Awards Ceremony.
The Mobile Marketing Association )MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America )NA), Europe Middle East & Africa )EMEA), Latin American )LATAM) and Asia Pacific )APAC) branches. For more information, please visithttp://www.mmaglobal.com.
MOBILE MARKETING ASSOCIATION PUBLISHES MOBILE APPLICATIONS WHITE PAPER
Provides Concise, Actionable Overview of Technical and Business Considerations for Ad Campaigns Using Mobile Applications Such as Games, Social Networking, Maps and Multimedia Players
New York, London, UK, Singapore and Sao Paulo: Sept. 10, 2008 - The Mobile Marketing Association )MMA) )www.mmaglobal.com) today announced the publication of its latest educational resource: a white paper on mobile applications. Developed collaboratively by MMA members ScreenTonic, Unkasoft Advergaming, Vodafone Group Service Ltd. and Yahoo!, within the MMA Mobile Advertising Committee, the paper provides an overview of the mobile applications available to advertisers and the key considerations for optimizing both campaign effectiveness and the overall user experience. The paper also describes the major types of mobile applications in use today, including social networking, games, multimedia, maps and directory services – in terms of their technical features and requirements, and the opportunities that they create for advertisers, agencies, mobile operators and application developers.
Ad unit types, including banners, tagged ads and full-page ads
Application connectivity types, including intermittently and non-connected applications
Ad serving, targeting and rendering
Response options
Success drivers
The white paper is just one of the MMA’s extensive library of information and resources available for use, from specific topics such as Mobile Search to basics such as the Mobile Marketing Industry Overview and the more advanced MMA International Journal of Mobile Marketing. The MMA also publishes guidelines on Conduct, Consumer Best Practices and Mobile Advertising, due for re-release in October this year following a period of public comment. They are all available to download fromhttp://www.mmaglobal.com/modules/article/view.article.php/1419.
ENDS
About the Mobile Marketing Association )MMA) The Mobile Marketing Association )MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 650 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and in 2007 it formed the North America )NA), Europe Middle East & Africa )EMEA), Latin American )LATAM) and Asia Pacific )APAC) branches. For more information, please visit www.mmaglobal.com.
2008 Mobile Marketing Association Global Award Nominations Deadline Approaching
Submissions for Global and Regional Awards Accepted Through September 15
New York, London, UK, Singapore, and São Paulo, Sept. 8, 2008—The 2008 Mobile Marketing Association Global Awards process is underway and this year’s submissions are demonstrating remarkable and successful marketing programs from across all regions. The Global Awards are open to all industry players and honor the leaders in mobile marketing and media from regions including North America, EMEA, APAC and Latin America.The deadline for nomination is September 15, and can be submitted by category HERE.
The 2008 Mobile Marketing Association Global Awards categories include:
Best Use of Mobile Marketing - seven categories including:
Branding
Direct Response
Promotion
Relationship Building
Product/Services Launch
Search Marketing
Cross Media Integration
Innovation Award
Innovation Award for Creativity – two categories including:
Technology
Media
Mobile Marketing Academic of the Year )individual)
Outstanding Individual Achievement in Mobile Marketing )individual)
Mobile Marketing Association Award for Overall Excellence )company and/or committee)
All winners are selected by the MMA’s Award Selection Committee, comprised of press, analysts and industry leaders, and will be presented at the MMA Awards Dinner on November 13, 2008 in San Diego. Details on award guidelines, along with instructions on how to submit nominations can be found HERE.
About the Mobile Marketing Association )MMA) The Mobile Marketing Association )MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 650 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and in 2007 it formed the North America )NA), Europe Middle East & Africa )EMEA), Latin American )LATAM) and Asia Pacific )APAC) branches. For more information, please visit www.mmaglobal.com.
Mobile Marketing Association Publishes Mobile Search White Paper
Provides overview of key mobile Internet function, associated strategies, business models and challenges
New York, London, UK, Singapore & Sao Paulo: Aug. 28, 2008 - The Mobile Marketing Association )MMA) )www.mmaglobal.com) today announced the publication of its latest educational resource; a white paper on mobile search. Developed by the MMA’s Mobile Search Task Force, the paper provides an overview of search on the mobile Internet, outlining how it differs from traditional web-based search, how it meets the needs of consumers and the opportunity it provides to operators and marketers. It also discusses mobile search challenges, strategies and business models, incorporating case studies from JumpTap and Medio Systems Inc.
The MMA Mobile Search Task Force, chaired by AOL LLC and JumpTap, came together to develop common business models, operating procedures and technology interfaces that allow operators to offer an integrated, carrier-branded mobile search experience to their subscribers, as well as help brands and content providers to monetize their opportunities in the mobile ecosystem. This white paper, available to download, was developed in collaboration with representatives from 4INFO, Inc., Aegis Mobile, LLC, Alltel Wireless, Cricket Communications, go2 Media, Gold Mobile, iCrossing, Jingle Networks, Medio Systems, Inc., Miscrosoft )MSN and Windows Live), mInfo Information Technology Co., Ltd., Motricity, Nielsen Mobile, Publicis NA )denuo Group, Leo Burnett & Starcom), Qualcomm, Single Touch Interactive, Inc., The Weather Channel Interactive, TMP Directional Marketing, V-ENABLE and Yahoo!
The white paper is just one of the MMA’s extensive library of information and resources available for use, from basics such as the Mobile Marketing Industry Overview and the more advanced MMA International Journal of Mobile Marketing. The MMA also publishes guidelines on the Code of Conduct, Consumer Best Practices and Mobile Advertising, the latter due for re-release in October this year following a period of public comment. All resources are available for download.
About the Mobile Marketing Association )MMA) The Mobile Marketing Association )MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 650 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and in 2007 it formed the North America )NA), Europe Middle East & Africa )EMEA), Latin American )LATAM) and Asia Pacific )APAC) branches. For more information, please visitwww.mmaglobal.com.
Mobile Marketing Association Releases Europe Bluetooth Marketing Guidelines for Public Review
- Feedback intended to encourage wider implementation of recommendations -
London, UK: Aug. 26, 2008 - The Mobile Marketing Association )MMA) )www.mmaglobal.com) today announced the release of its European Bluetooth Marketing Guidelines for public consultation. The guidelines provide a set of recommendations and best practices intended to provide an introduction to companies that want to understand and use Bluetooth based marketing techniques within their mobile marketing programmes. They are the result of collaboration between MMA member companies within the MMA Global Proximity Committee, representing all parts of the mobile marketing ecosystem, including operators, content providers, agencies, brands and technology enablers.
Currently the guidelines refer to Bluetooth-based marketing, with future versions planned to cover other technologies such as Wi-Fi, Near-Field Communications )NFC) and location-based services. Topics covered include the advantages and uses of Bluetooth marketing and guidelines on delivery, content and legislation.
The forum for comment will remain open until 5pm GMT on September 26, 2008, when the feedback will be reviewed and the document finalized, with the release of the updated guidelines planned for late October 2008. For information on where to access the guidelines, please click here.
“Bluetooth has several clear advantages that make it an attractive way to distribute content but must have consistent deployments,” said Laura Marriott, MMA President. “As with other forms of mobile marketing communication, it is important to provide guidelines that ensure a positive user experience.”
About the Mobile Marketing Association )MMA)
The Mobile Marketing Association )MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 650 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and in 2007 it formed the North America )NA), Europe Middle East & Africa )EMEA), Latin American )LATAM) and Asia Pacific )APAC) branches. For more information, please visit www.mmaglobal.com.
Mobile Marketing Association Opens Global Mobile Advertising Guidelines for Public Feedback
- Consultation designed to further industry acceptance and adoption for mobile marketing growth -
New York & London, UK, Singapore, August 8, 2008: The Mobile Marketing Association )MMA) )www.mmaglobal.com), today announced the opening of its global Mobile Advertising Guidelines for public feedback. The MMA’s global guidelines are designed to encourage the uptake of mobile advertising by brands worldwide whilst enhancing and protecting the customer’s experience by creating a framework for brands and media companies to deliver mobile advertising in a positive and consistent way.
The opportunity for public comment will remain available until 5pm GMT on September 5, 2008, at which point the feedback will be reviewed and the document finalized, with the release of the updated guidelines planned for early October 2008. The current version of the guidelines can be downloaded HERE and comments can be entered on the Public Forum site.
“In order for the mobile marketing industry to grow, guidelines that ensure ease of entry for brands and agencies and consistency of experience globally are vital,” said Laura Marriott, MMA President. “The MMA feels that it is important to open its Mobile Advertising Guidelines for public comment to ensure their acceptance across the wireless and advertising industries and to further the causes of industry standardization, best practice and positive consumer experience.”
Since their release in April this year, there are the following revisions to content:
Mobile Web Guidelines:
Added recommendation on automatic resizing of Mobile Web banner ads
Multimedia Messaging )MMS):
Revised the MMS Ad Unit and Aspect Ratio recommendation)s)
Updated the Audio Formats best practices
Revised the Size recommendations
New Mobile Video and TV guidelines including the following:
Ad Units
Aspect Ratios
About the Mobile Marketing Association )MMA)
The Mobile Marketing Association )MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 650 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and in 2007 it formed the North America )NA), Europe Middle East & Africa )EMEA), Latin American )LATAM) and Asia Pacific )APAC) branches. For more information, please visit www.mmaglobal.com.
2008 Mobile Marketing Association Global Award Nominations Now Being Accepted
Mobile Marketing Award Winners to be Announced at Annual Event in November
New York & London, UK, Singapore, São Paulo, July 22, 2008—Nominations are now open for the 2008 Mobile Marketing Association Global Awards, the premiere awards program honoring the leaders in mobile marketing and media. The Global Awards are open to all industry players and highlight the leaders in mobile marketing from every region of the world.This year’s event will take place during the Mobile Marketing Association’s )MMA) Mobile Marketing Forum and Awards Ceremony, held on November 13 in San Diego )www.mobilemarketingforum.com).
“The MMA has seen increasing success over the last year in mobile marketing programs world-wide as they are becoming a key piece of many brands’ overall marketing strategy,” said Laura Marriott, president of the MMA.“The MMA Global Awards are a great way for companies to showcase their hard work and commitment to the mobile channel.”
The 2008 Mobile Marketing Association Global Awards categories include:
Best Use of Mobile Marketing - there are seven categories for the Best Use of Mobile Marketing Award which include:
Branding
Direct Response
Promotion
Relationship Building
Product/Services Launch
Search Marketing
Cross Media Integration
Innovation Award
Innovation Award for Creativity – there are two categories for the Innovation Award for Creativity which include:
Technology
Media
Mobile Marketing Academic of the Year )individual)
Outstanding Individual Achievement in Mobile Marketing )individual)
Mobile Marketing Association Award for Overall Excellence )company and/or committee)
Awards may be presented by geographic region, dependent on the applications received. The four global regions which may be recognized with separate awards include:
Asia Pacific
Latin America
Europe, Africa & Middle East; and
North America
Nominations are open to the public and are to be submitted by email prior to the nomination deadline. Winners will be selected by the MMA’s Award Selection Committee and presented at the MMA Awards Dinner on November 13, 2008 in San Diego. Details on award guidelines, along with instructions on how to submit nominations can be found HERE.
About the Mobile Marketing Association )MMA)
The Mobile Marketing Association )MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 650 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and in 2007 it formed the North America )NA), Europe Middle East & Africa )EMEA), Latin American )LATAM) and Asia Pacific )APAC) branches. For more information, please visit www.mmaglobal.com.
Mobile Marketing Association Releases Global Code of Conduct
Guidelines address the effective and responsible use of the mobile channel world-wide
New York & London, UK, Singapore, São Paulo – July 15, 2008 - The Mobile Marketing Association )MMA) )www.mmaglobal.com), which represents 650 member companies worldwide, today released its Global Code of Conduct, designed to provide guidelines that all Mobile Marketers should consider and build their mobile marketing initiatives around. The MMA Global Code of Conduct, or “the Code”, is intended to guide companies within the mobile ecosystem so that they can effectively, and responsibly, leverage the mobile channel for marketing purposes, whilst always protecting the consumer experience.
Produced by the MMA’s NA Privacy Committee, with input from MMA Regional Board of Directors in APAC, LATAM and EMEA, the Global Code of Conduct updates the 2007 revision and aligns the Code with generally accepted global privacy principles.It has five categories:
Notice – The fundamental principle of the MMA Privacy Code of Conduct, informing users of the marketers’ identity or products and services offered and the key terms and conditions that govern an interaction between the marketer and the user’s mobile device.
Choice & Consent - Respecting the right of the user to control which mobile messages they receive by obtaining consent )opt-in) and implementing a simple termination )opt-out) process.
Customization & Constraint – Ensuring that collected user information is used to tailor communication to the interests of the recipient and is handled responsibly, sensitively and in compliance with applicable law. Mobile messages should be limited to those requested by the user and provide value such as product and service enhancements, contests, requested information, entertainment or discounts.
Security – The implementation of reasonable technical, administrative and physical procedures to protect user information from unauthorized use, alteration, disclosure, distribution, or access.
Enforcement & Accountability - The MMA expects its members to comply with the MMA Privacy Code of Conduct and has incorporated the Code into applicable MMA Guidelines, including the U.S. Consumer Best Practice )“CBP”) Guidelines. Until the Code can be enforced effectively by a third party enforcement organization, Mobile Marketers are expected to use evaluations of their practices to certify compliance with the Code.
“The MMA believes that strong consumer privacy standards are essential to the success of mobile marketing by protecting mobile users from unwanted communications on their mobile devices. It is only through industry support of strong privacy guidelines that the power of mobile marketing can reach its full potential,” said Russell Buckley, MMA Global Board Chairman and Managing Director, Europe for AdMob.
“It is the heart and soul of the MMA to ensure a positive, consistent consumer experience, encouraging marketers to get the consumer interaction right first time round so that mobile interactions from brands are not viewed negatively,” said MMA President Laura Marriott.“The MMA Global Code of Conduct creates clear and consistent global guidelines for the careful treatment of each and every consumer interaction to help build a sustainable industry for mobile marketing.”
The MMA NA Privacy Committee developed the Code with participation from the following members:Acxiom Corporation, Ad Infuse, AOL, LLC, AT&T Mobility, Chapell & Associates, iLoop Mobile, Inc., InfoSpace, ipsh!, Microsoft )MSN and Windows Live), Motricity, Neustar, Inc., Pelago, Inc., Procter & Gamble, Qualcomm, Safecount, TxtGroups, Inc., U.S. Cellular Corp., VeriSign, Inc., Verizon Wireless, Vindigo, Wired Assets, Xiam, Yahoo! and Zoove.
The Mobile Marketing Association )MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 650 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and in 2007 it formed the North America )NA), Europe Middle East & Africa )EMEA), Latin American )LATAM) and Asia Pacific )APAC) branches. For more information, please visit
Mobile Marketing Association Releases New Revision of U.S. Consumer Best Practices for Cross-Carrier Mobile Marketing Services
DENVER, CO, July 9, 2008 — The Mobile Marketing Association )MMA), )www.mmaglobal.com), today released version 3.3 of its U.S. Consumer Best Practices )CBP) Guidelines for Cross-Carrier Mobile Content Services. Updated twice annually, the guidelines have become the baseline set of rules for cross-carrier mobile content services that include, but aren’t limited to, text messaging, multi-media messaging, shortcode programs, Interactive Voice Response )IVR) and mobile web.
The guidelines are produced by the MMA’s CBP Committee, whose mission is to develop guidelines which provide measures of acceptable and unacceptable practices for all players in the United States ecosystem.
Modifications to the July 9, 2008 Guidelines include the following key areas: use of wireless carrier SMTP gateways for commercial traffic; handset delivery; clarifications around promotional content and marketing to children; and, expansion of and clarification of guidelines for Free To End User )FTEU), standard and premium rate messaging, mobile web and interactive voice response )IVR).
"The MMA’s Consumer Best Practices Guidelines are the rules for our mobile marketing industry in the United States,” said Laura Marriott, president of the MMA. “The guidelines provide carriers, technology companies, brands, media companies and consumer advocates with the baseline set of rules to ensure a consistent and protected experience for the consumer.The guidelines have also become the rules which the industry monitors and ensure compliance against today.”
The new guidelines also reflect contributions from CBP sub-committees, including IVR, Marketing to Children, Participation TV and Mobile Web. The sub-committees were formed to help facilitate the rapid development of the guidelines to ensure the MMA stays at the forefront of industry development and self-regulation. The MMA Consumer Best Practices Guidelines Committee is comprised of the following member companies: Alltel Wireless, AT&T Mobility, Bango, Buongiorno, Cellfish Media LLC, Chapell & Associates, denuo Group )a Publicis Company), Jamster, Lavalife Mobile, Limbo Mobile, mBlox, Inc., MTV Networks, MX Telecom, Neustar, Inc., Nokia Corporation, OpenMarket, Qmobile Inc., SinglePoint, Single Touch Interactive, Inc., Sprint-Nextel, Sybase 365, Telescope, Inc., The Walt Disney Company, T-Mobile USA, Twistbox, Inc., VeriSign, Inc., and Verizon Wireless.
The Mobile Marketing Association )MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 600 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and in 2007 it formed the North America )NA), Europe Middle East & Africa )EMEA), Latin American )LATAM) and Asia Pacific )APAC) branches. For more information, please visit www.mmaglobal.com.
