Advocacy and the MMA

Jim Manis
Senior Vice President
m-Qube, Inc./VeriSign
Chairman Emeritus, MMA

The MMA has organized an advocacy outreach initiative to the FCC, FTC and other public policy makers designed to educate key decision-makers on the nature and status of the “off-portal” common short code driven industry, and the good work we have undertaken to create and publish rules of engagement through the MMA Consumer Best Practices.  This is an important initiative of the MMA as our industry continues to undergo rapid growth and expansion.

Last month, the FTC and FCC provided an opportunity for the MMA Advocacy Committee, with the support and participation of CTIA and Wiley, Rein & Fielding, to discuss how our industry works and review in detail the MMA Consumer Best Practices.  These meetings were successful and productive, and underscored the power of the consumer when demanding access to mobile data, news and entertainment in an “open garden” environment.  Consistent with this power is the MMA approach to best practices that ensures control is in the hands of the consumer through standards developed by representatives of those who create and deliver value to the consumer. 

Feedback drew attention to unique concerns about marketing to children, the importance of clear dispute resolution paths when questions arise, and the need for clear advice of charge in advertising materials.  In general, I thought there was a good and healthy dialog that netted consistent acknowledgement that all participants that the industry are taking the correct steps for healthy and sustainable growth.

More discussions like this with a wide range of audiences are important as our industry continues to expand.  Premium SMS revenues grew at a rapid pace over the last 18 months.  New premium services are expanding rapidly and will undergo further growth and modifications as new network functionality makes richer messaging formats available and as new revenue models emerge.  Sponsorship revenue models and higher value mCommerce services will create more opportunities for consumer interaction.  This somewhat fragile but yet dynamic and pervasive new channel presents each of us the challenge of delivering better value to the consumer while focusing on customer retention and loyalty. We are all partnered in this shared goal.  <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />