• The MMA will host an informational event for current and prospective MMA members in Buenos Aires. The event will be held from 2:00 - 4:00pm on Tuesday, March 25 at Buenos Aires Sheraton Hotel. Attending will enable all delegates to hear the MMA’s plans for Argentina – please register through an email to [email protected]. Attendance is free of charge. 

• Mobile Marketing Forum: The MMA will host a Mobile Marketing Forum in São Paulo at the Sofitel on Wednesday, March 26, 2008.  The Mobile Marketing Forum will feature many speakers from throughout the region – as well as from abroad.  If you are interested in attending this event, please register at www.mobilemarketingforum.com 

• The MMA will hold a MMA LATAM launch event on Thursday, March 27, 2008, from 1:00 - 3:30pm, at the Sofitel in São Paulo.  The event will feature a discussion around the prioritization of key initiatives for the region, guest presentations from MMA member speakers from the United States and Europe, as well as a discussion around establishment of the LATAM Board of Directors.  Attendance is free of charge.

• The MMA will host an informational event for current and prospective MMA members in Mexico City.  The event will be held from 9:00am - 12:00pm on Friday, March 28 at the W Hotel in Mexico City.  At this event, the MMA will outline their plans for the region as well as discuss next steps in Mexico.  Registration for this event can be made through an email to [email protected] and is free of charge.

• Chairman: Tom Daly, Group Manager, Strategy & Planning, The Coca-Cola Company
• Vice-Chairman: Gene Keenan, Vice-President of Mobile Services, Isobar
• Treasurer: Michael Bayle, Senior Director, Global Mobile Monetization, Yahoo!
• Secretary: Maria Mandel, Executive Director of Digital Innovation, OgilvyInteractive
• Director at Large: Michael Becker, EVP, Business Development, iLoop Mobile, Inc.
• Laura Marriott, President, Mobile Marketing Association

• Amanda Richman, SVP, Director of Digital Services, MediaVest USA
• Chirag Bakshi, Vice-President. Messaging, VeriSign Inc.
• Craig Kirkland, Director, Messaging & Voice Services, Alltel Wireless
• Cyriac Roeding, EVP, CBS Mobile, CBS Interactive, CBS Corp. & Chairman Emeritus )Global & NA), Mobile Marketing Association
• David Oberholzer, Vice-President, Corporate Development, Limbo Inc.
• Diana Pouilot, Director of Mobile Advertising, Google, Inc.
• Doug Busk, Vice-President, Industry Relations, SinglePoint
• Greg Clayman, EVP, Digital Distribution and Business Development, MTV Networks
• Jeffrey Glass, Partner, Bain Capital Ventures
• Jeremy Wright, Global Director, Mobile Brand Strategy, Nokia
• Jim Manis, President & CEO, 1024 Wireless Services
• John C. Burris, Vice President Wireless Data, Sprint Nextel
• Jordan Berman, Executive Director of Media Innovation, AT&T Mobility
• Louis Gump, Vice President, Mobile, The Weather Channel Interactive
• Matt Champagne, Director, Product Management, Microsoft )MSN & Windows Live)
• Mitch Feinman, SVP, Fox Mobile Entertainment
• Nick Macilveen, Director of Carrier Relations, OpenMarket Inc.
• Ryan Hughes, VP Digital Media Programming, Verizon
• Steve Livingston, Chief Marketing Officer, mBlox
• Venetia Espinoza, Group Manager, Mobile Applications and Partner Programs, T-Mobile USA
• Webster Lewin, Director of Mobile Marketing, R/GA

• March 26, São Paulo )Sofitel São Paulo)
• April 15 & 16, London )Hilton London Metropole)
• June 10 & 11, New York )Marriott Marquis Times Square Hotel)
• September 2008, Latin America )City TBD)
• October 7 & 8, Europe )City TBD)
• November 13, San Diego )includes MMA Global Awards Ceremony)  )Loews Coronado Bay Resort)
• Q4-2008, Asia Pacific )City TBD)

Direct: +44 )0) 207 017 4246
[email protected]

• March 26, São Paulo
• April 15 & 16, London
• June 10 & 11, New York
• November 13, San Diego )includes MMA Awards Ceremony)

- MMA announces its First Mobile Attitude and Usage Study for five key Western European markets -

London UK, 15 January 2008 —

To help brands and marketers identify key market trends, mobile subscriber usage patterns, and success metrics for mobile marketing in Western Europe, the Mobile Marketing Association )MMA) )www.mmaglobal.com) today announced the results of its inaugural Mobile Attitude and Usage Study for five markets in Western Europe. The study surveyed 1,535 participants in the UK, Germany, Italy, France and Spain and provides actionable insights into the region’s consumer mobile usage by demographic group and awareness. The report also identifies usage of mobile phone features and services, and interest in and concerns about specific applications.

The study’s key findings include:

One in ten mobile users in the Western European markets is highly interested in mobile marketing and another three in ten indicate moderate interest.   This level of interest translates into an overall growth opportunity for mobile marketing.

Italian and Spanish consumers are most interested in mobile marketing. Over half of all users in Italy and Spain are at least moderately interested in mobile marketing and similar proportions express potential to opt-in.

2-way text messaging is the most important mobile feature across all age groups. The ability to send and receive SMS was at the top of the list for all age groups except teens, for whom it ranks second to camera functionality. Across the Western European markets surveyed, seven in ten have experience with text messaging, with the most text-savvy consumers in Italy and Spain. Over half of all users surveyed use SMS at least weekly and 37% are daily users. Daily use is most common among 13 – 24 year olds.

Western European consumers poised for an increase in mobile marketing. 15% of all consumers surveyed have had some experience with mobile marketing. Mobile phones are almost universal and most phones are equipped to receive mobile messages. More than half use text messaging at least weekly and 7 in 10 are familiar with the technology.

Interactive voting, receiving ads and product/service information are the most common applications of mobile marketing. 18 – 34 year olds have the highest rate of participation in mobile marketing efforts. However, age is not strongly predictive; interest levels are similar across ages 13 – 54.

Across all regions surveyed, mobile coupons, status alerts about accounts/purchases and special sales have greatest appeal. Over half the users have increased data usage to some extent in the past year vs. slightly under half reporting an increase in voice usage.

"This study confirms that mobile users in Western Europe already appreciate mobile marketing and have a desire to opt in to receive relevant product and services," said Richard Saggers, MMA EMEA Chairman and Head of Mobile Advertising, Vodafone Global Services. "These results indicate Italy and Spain are significantly advanced users of mobile, and already have the most experience with mobile marketing and are therefore more likely to participate. At least 60% in all age categories surveyed have experience with text messaging, indicating a big opportunity for marketers.”

“Western Europe represents a significant opportunity for mobile marketers.  One in three consumers surveyed indicated that their mobile phone is highly important to them and they are very dependent on it. With consumers acknowledging their mobile is always on them, brands need to begin integrating mobile into their marketing campaigns ASAP. Clearly, mobile is proving its potential value as a marketing tool,” said Laura Marriott, President of the MMA.

The 2007 Mobile Attitude and Usage Study was conducted by Synovate, a global market research firm, on behalf of the MMA. The study is available, free of charge, to all MMA members today. The MMA has conducted similar studies in the U.S. and Asia Pacific which were also conducted by Synovate and released in Q4-07.

ENDS

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 mobile channel for use by brands and content providers. The 500+ global 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 Europe Middle East & Africa )EMEA) and Asia Pacific )APAC) divisions. The Latin American )LATAM) division will be launched in Q1-08. For more information, please visit www.mmaglobal.com

FOR MORE INFORMATION:

What:     The MMA-IJMM uniquely provides industry and academic insights into the mobile channel and its use for marketing. Issued twice annually by the MMA Academic Outreach Committee, the MMA-IJMM article contributions are made by industry experts, thought leaders and other global academic leaders. Articles in this edition address:

·          How text messaging is being used by the presidential campaigns
·          How consumers perceive free offers and the implications for mobile marketing
·          Image recognition as an opt-in method
·          Participation TV
·          Business models used in Asian countries
·          Legal issues for interactive promotions