Mobile Marketing Association Releases Update to Consumer Best Practice Guidelines

Guidelines reflect new services and growing adoption of mobile channel

Boulder, CO - March 21, 2006 — The Mobile Marketing Association (MMA) (www.mmaglobal.com) today announced the release of version 2.0 of the MMA Consumer Best Practices Guidelines for Cross-Carrier Mobile Content Services. The guidelines were written by the MMA’s Consumer Best Practices Committee comprised of wireless carriers, aggregators and content providers. The MMA also held an industry forum, in January 2006, where interested constituents also provided their feedback.

"I am very pleased with the leadership and industry consensus that this committee has achieved in setting standards that will significantly improve a consumer's experience when interacting with shortcodes for content on their phones," said David Oberholzer, Associate Director - Content Programming, Verizon Wireless and MMA Consumer Best Practices Committee Chairman. "These guidelines continue to set the rules by which carriers and content providers engage the consumer in the mobile marketing space.”

The revised guidelines address the following areas for mobile content services:
 Chat
 Affiliate marketing
 Interactive Television

"The development of the revised guidelines reflects continued collaboration within the industry," said Laura Marriott, executive director of the MMA. "These rules, common across all carriers, continue to ensure that the consumer’s experience is protected and content providers adhere to the rules the industry has established. The MMA continues to lead in the development of these initiatives, key to growing the utilization of the mobile channel."

The guidelines were originally created to empower consumers by providing the highest level of privacy and control over the content delivered to their mobile phone. The guidelines also establish efficiencies and standards for brands, advertisers and carriers that expedite their ability to meet growing consumer demand for fast, easy-to-use mobile content services.

The current version of the Consumer Best Practices guidelines can be viewed at http://www.mmaglobal.com/bestpractices.pdf

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association is an action-oriented association designed to clear obstacles to market development, to establish standards and best practices for sustainable growth, and to evangelize the mobile channel for use by brands and third party content providers. MMA members include agencies, advertisers, hand held device manufacturers, wireless operators and service providers, retailers, software and services providers, as well as any company focused on the potential of marketing via the mobile channel. The Mobile Marketing Association’s global headquarters are located in the United States. For more information, please visit www.mmaglobal.com

For more information
Valerie Christopherson
Global Results Communications
[email protected]
+1.949.681.8120

Laura Marriott
Executive Director, Mobile Marketing Association
[email protected]
+1.303.881.9153

Mobile Marketing Association Announces New Board of Directors

Board companies and caliber reflect broad excitement in and continued growth of the mobile channel

February 10, 2006 — The Mobile Marketing Association (MMA) (www.mmaglobal.com) today announced the 2006 MMA Board of Directors. Comprised of 20 member companies, the new board assumes their roles immediately. The MMA also highlights that Louis Gump, Vice-President Mobile, The Weather Channel assumes the MMA Global Chairman role for 2006.

Members of the MMA Executive Committee have also been elected for 2006. In addition to the Chairman, the Executive Committee includes: Jean Berberich, Procter & Gamble; Matt Champagne, Microsoft/MSN; Mitch Feinman, Fox Mobile Entertainment and John Styers, Sprint Nextel.

“This year, we have a remarkably strong and diverse board to guide the MMA; they and their companies are among the most influential participants in the mobile marketing space today,” said Louis Gump, Global Chairman for the MMA and VP Mobile, The Weather Channel. “I look forward to serving our membership, with the Board of Directors, to drive the development of a consumer-friendly, professional and sustainable mobile marketing industry while working with the many people and organizations across the marketplace.”

“The MMA Board of Directors plays a pivotal role in helping to shape the mobile marketing industry and influence the continued direction of the association,” said Laura Marriott, executive director of the MMA. “For 2006, I welcome back many returning board members as well as six new board members from across the mobile marketing ecosystem. 2005 was an incredible year of growth for the MMA as the number of participants and mobile marketing campaigns increased by the thousands. The MMA thanks the outgoing board members for their significant contribution and support of the MMA in 2005.”

The following executives are also on the 2006 MMA Board of Directors: Chris Black, Cingular Wireless; Jay Emmet, mBlox, Inc.; Kristen Fox, Mobile ESPN Publishing; Gene Keenan, Freestyle, part of the Isobar network of digital marketing services; Heidi Lehmann, Third Screen Media; Kyle Levine, T-Mobile USA; Christine Loredo, America Online, Inc.; Jim Manis, m-Qube,Inc.; Dan Mosher, VeriSign; David Oberholzer, Verizon Wireless; Jon Raj, VISA USA; Cyriac Roeding, CBS Corp.; Carrie Seifer, CondeNet/Conde Nast; Dave Whetstone, MobiTV, Inc. and Eric Wheeler, OgilvyInteractive North America.
As part of the transition, Jim Manis, m-Qube, Inc., steps down as the Global Chairman, a position he held for three years, and assumes the Chairman Emeritus role on the Board of Directors.
MMA Board and Executive Committee members serve a one year term. For more information, please see www.mmaglobal.com

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association is an action-oriented association designed to clear obstacles to market development, to establish standards and best practices for sustainable growth, and to evangelize the mobile channel for use by brands and third party content providers. MMA members include agencies, advertisers, hand held device manufacturers, wireless operators and service providers, retailers, software and services providers, as well as any company focused on the potential of marketing via the mobile channel. The Mobile Marketing Association’s global headquarters are located in the United States. For more information, please visit www.mmaglobal.com

For more information:
Laura Marriott
Executive Director, Mobile Marketing Association
[email protected], +1.303.881.9153

Valerie Christopherson
GRC
[email protected], +1 949 306 6476

MOBILE MARKETING ASSOCIATION HOSTS CONSUMER BEST PRACTICES INDUSTRY FORUM

Event Brings Together Industry Experts to Discuss Mobile Marketing Best Practices

January 11, 2006 — The Mobile Marketing Association (MMA) today announced that it hosted over 80 delegates from the mobile community at its Consumer Best Practices Industry Forum held in Broomfield, CO on Wednesday, January 11, 2006.

The MMA Consumer Best Practices Industry Forum promotes cross industry cooperation by providing an opportunity for wireless service providers, aggregators, brands, advertising agencies and content providers to collaborate on the development of standards and best practices for the mobile marketing industry. Topics covered at the industry forum included best practices around chat, interactive TV, viral marketing and affiliate marketing. Feedback and comments were taken by participants at the meeting and will be considered for integration into the next Consumer Best Practices guidelines document, due to be released in February 2006.

The current version of the Consumer Best Practices guidelines, released in May 2005, can be viewed at http://www.mmaglobal.com/bestpractices.pdf

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association is an action-oriented association designed to clear obstacles to market development, to establish standards and best practices for sustainable growth, and to evangelize the mobile channel for use by brands and third party content providers. MMA members include agencies, advertisers, hand held device manufacturers, wireless operators and service providers, retailers, software and services providers, as well as any company focused on the potential of marketing via the mobile channel. The Mobile Marketing Association’s global headquarters are located in the United States. For more information, please visit www.mmaglobal.com

For more information:
Laura Marriott
Executive Director, Mobile Marketing Association
[email protected], +1.303.881.9153

MOBILE MARKETING ASSOCIATION ANNOUNCES MMA AWARD WINNERS

Event Recognizes Global Mobile Marketing Leaders and Innovators

November 30, 2005 - The Mobile Marketing Association (MMA) (www.mmaglobal.com) today announced the winners of its 2005 annual awards program honoring leaders and innovators in the global mobile marketing space. The six awards were presented November 29th at the MMA’s Annual General Meeting and Awards Dinner in Los Angeles.

"The Mobile Marketing Association Awards acknowledge companies and individuals whose efforts continue to advance the mobile marketing industry," said Laura Marriott, executive director for MMA. "We applaud our winner’s accomplishments and continued dedication to the market.”

The MMA received a significant number of nominations across all six award categories and finalists were chosen by the Awards Selection Committee. The winners of the 2005 awards are:

Best Use of Mobile Marketing in Europe, Middle East and Africa (EMEA)

• Aerodeon Turkey
• Finalists include: Mobiento Mobile Marketing and 12snap Germany GmbH.

Best Use of Mobile Marketing in North America (NA)

• Juice Wireless, Inc.
• Finalists include: Mobile 365 and m-Qube, Inc.

Innovation Award in Europe, Middle East and Africa (EMEA)

• Ki-Bi™ Mobile Technologies Ltd.
• Finalists include: Kameleon Technologies and Satama Interactive.

Innovation Award in North America (NA)

• MobileLime
• Finalists include: Third Screen Media and Vibes Media.

Innovation Award for Creativity

• Fox Mobile Entertainment
• Finalist in the category is GoTV Networks.

The winner of the 2005 MMA Award for Outstanding Individual Achievement in Mobile Marketing is Jack Philbin, co-founder and president of Vibes Media.

The Awards Selection Committee members were Brad Farkas, i-Hatch Ventures; Laura Marriott, Mobile Marketing Association; Soren Schafft, Mobile Media; Jean Berberich, Procter & Gamble; John Hadl, Quigley Simpson Interactive; Philip Greenfield, RMG Connect Worldwide; Jan Sasse, Satama Interactive; and Kathryn Volpi, U.S. Cellular Corp.

Research Shows Growing Interest in Mobile Marketing

Consumers most interested in mobile couponing

November 29, 2005 — The Mobile Marketing Association (MMA) and Synovate today announced the release of the first phase of a mobile marketing effectiveness study which is being conducted for the Mobile Marketing Association membership.

The two phase study will establish a benchmark for the industry and enable brands and content providers to understand the value of the mobile channel. During the first phase, almost 1,400 consumers aged 13 to 65+ were surveyed regarding their attitudes and usage of mobile technology. Phase Two of the research will measure the effectiveness and perception around real world mobile marketing campaigns and is expected to be released in the first half of 2006.

“The initial research further reinforces the growing appeal and impact of mobile marketing with the 13-34 age group,” said Laura Marriott, executive director for the MMA. “Consumers are receptive to mobile value-added services as long as the consumer can define frequency of the marketing and the nature of the content via their mobile device. The MMA is committed to developing standards to ensure a quality consumer experience and the MMA Best Practices will continue to play a critical role as mobile marketing matures.”

The Attitude and Usage study specifically shows that most consumers are interested in applications that provide information on products and services. They are especially interested in applications for mobile couponing, personal account information and downloads. Being able to make these mobile offers “exclusive” may encourage opt-in behaviour and reduce the perceptions of spam.

“Marketers that emphasize mobile marketing benefits will maximize mobile marketing success.” said Beth Ritchey, Vice President, Synovate Tech and Telecom. “Accentuating how opting-in to mobile marketing messages will give adopters an inside track to information, savings, downloads, special offers, etc. and creating offers that are unique and compelling will encourage participation."

The results of the study will be made available to all MMA members.

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association is an action-oriented association designed to clear obstacles to market development, to establish standards and best practices for sustainable growth, and to evangelize the mobile channel for use by brands and third party content providers. MMA members include agencies, advertisers, hand held device manufacturers, wireless operators and service providers, retailers, software and services providers, as well as any company focused on the potential of marketing via the mobile channel. The Mobile Marketing Association’s global headquarters are located in the United States. For more information, please visit www.mmaglobal.com

About Synovate
Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 4,000 staff across 46 countries. More information on Synovate can be found at www.synovate.com.

For more information:
Laura Marriott
Executive Director, Mobile Marketing Association
[email protected], +1.303.881.9153

Jennifer Chhatlani
Vice President, Synovate Marketing & Communications
[email protected], 1.312.526.4359

MOBILE MARKETING ASSOCIATION ANNOUNCES 2005 LEADERSHIP AND INNOVATION AWARD FINALISTS

Awards Recognize Industry Leaders In Advancing Mobile Marketing Worldwide

Bellevue, Wash., Nov. 15, 2005 - - The Mobile Marketing Association (MMA) (www.mmaglobal.com) today announced the finalists for its 2005 annual awards honoring leadership and innovation in the mobile marketing space. The six awards will be presented on November 29 at the MMA’s Awards Dinner in Los Angeles.

“The sheer volume of nominations we received is a testament to how quickly the mobile marketing marketplace is evolving around the world,” said Laura Marriott, executive director of the MMA. “Our finalists demonstrate innovative, best-in-class technologies and campaigns that fully leverage the mobile medium as an anytime, anywhere marketing channel.”

The MMA received a significant number of nominations across all six award categories and finalists were chosen by the Awards Selection Committee.

Best Use of Mobile Marketing in EMEA (Europe, Middle East & Africa)

• Aerodeon Turkey
• Mobiento Mobile Marketing
• 12snap Germany GmbH

Best Use of Mobile Marketing in NA (North America)

• Juice Wireless, Inc.
• Mobile 365
• m-Qube, Inc.

Innovation Award in EMEA (Europe, Middle East & Africa)

• Kameleon Technologies
• Ki-Bi Mobile Technologies Ltd.
• Satama Interactive

Innovation Award in NA (North America)

• MobileLime
• Third Screen Media
• Vibes Media

Innovation Award for Creativity

• Fox Mobile Entertainment
• GoTV Networks

The winner of the award for Outstanding Individual Achievement in Mobile Marketing will be announced at the awards ceremony on November 29th.

No award will be presented this year for the Overall Excellence Company and/or Committee.

The Awards Selection Committee members include: Brad Farkas, i-Hatch Ventures; Jan Sasse, Satama Interactive; Jean Berberich, Procter & Gamble; John Hadl, Quigley Simpson Interactive; Kathryn Volpi, U.S. Cellular Corp.; Laura Marriott, Mobile Marketing Association; Philip Greenfield, RMG Connect; and, Soren Schafft, Mobile Media.


ABOUT THE MOBILE MARKETING ASSOCIATION:
The Mobile Marketing Association is an action-oriented association designed to clear obstacles to market development, to establish standards and best practices for sustainable growth, and to evangelize the mobile channel for use by brands and third party content providers. MMA members include agencies, advertisers, hand held device manufacturers, wireless operators and service providers, retailers, software and services providers, as well as any company focused on the potential of marketing via the mobile channel. The Mobile Marketing Association’s global headquarters are located in the United States. For more information, please visit www.mmaglobal.com

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For more information:
Laura Marriott
Executive Director, Mobile Marketing Association
[email protected]

NOMINATIONS FOR MOBILE MARKETING ASSOCIATION AWARDS DUE THIS WEEK

November 2, 2005 Marks Closure Of The Nomination Process!

WHAT: The nomination process for the Mobile Marketing Association will close this week on Wednesday, November 2, 2005. The awards honor the contributions of leading companies and individuals that have significantly influenced the global mobile marketing industry.
“Our goal in running this annual awards ceremony is to provide recognition to the companies and individuals who are developing innovative technologies, services and programs to drive the use of the mobile channel as an integral component of the marketing mix,” said, Laura Marriott, executive director of the Mobile Marketing Association. “The nominations will be evaluated based on contribution, innovation, success and general influence on the mobile marketing industry worldwide.”

WHO: The Mobile Marketing Association is an action-oriented association designed to clear obstacles to market development, to establish standards and best practices for sustainable growth, and to evangelize the mobile channel for use by brands and third party content providers. MMA members include agencies, advertisers, hand held device manufacturers, wireless operators and service providers, retailers, software and services providers, as well as any company focused on the potential of marketing via the mobile channel. The Mobile Marketing Association’s global headquarters are located in the United States. For more information, please visit www.mmaglobal.com.

WHEN: The deadline for nominations is November 2, 2005. The Mobile Marketing Association Awards will be presented at the MMA Annual General Meeting Awards Dinner on November 29, 2005 in Los Angeles.

HOW: Nomination forms, and details, can be found on the MMA web site located at http://www.mmaglobal.com . All nominations should be faxed or emailed to [email protected]. For questions, please contact +1.303.881.9153.

Mobile Search Working Group Established to Help Monetize the Wireless Web

Mobile Search will be the next value driver for operators and brands

BELLEVUE, WA, October 5, 2005 — The Mobile Marketing Association (MMA) today announced the establishment of a Mobile Search Working Group designed to establish guidelines for a search marketing ecosystem. The Mobile Search Working Group will help operators maximize value from search as well as provide an efficient search ecosystem for advertisers and content providers in the mobile space.

“The Mobile Search Working Group is another example of industry wide collaboration within the Mobile Marketing Association,” said Jim Manis, Global Chair of the MMA and senior vice-president M-Qube. “Mobile Search will help carriers monetize out-of-garden content and capture advertising revenues, while allowing merchants to target consumers at the moment they are looking to buy. The Working Group, within the Mobile Marketing Association, will work to establish the guidelines and best practices around the mobile search ecosystem”

The goal of the working group is 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 merchants and content providers monetize their opportunities in the mobile ecosystem. The Mobile Search Working Group will help establish the guidelines for companies, across the value chain, to help them better understand and create value from the mobile search experience.

The Chairperson of the Mobile Search Working Group is Eric McCabe, Vice President of Marketing for JumpTap, Inc. “Mobile search is more than indexing web pages – it’s about marketing to customers who want to buy. The fast-growing mobile data market needs mobile-specific search solutions to give the world’s two billion wireless users a quick, easy, and fun entry point to content within the walled garden as well as on the mobile web,” stated McCabe. “The Mobile Search Working Group is a collaboration of experts from the mobile telecom, search, and content industries. The purpose is to advance the uses of mobile search by carriers, advertisers, and content providers in the expanding mobile economy.”

The Mobile Search Working Group is open for participation to all current Mobile Marketing Association members. For those companies and individuals interested in joining, please contact Laura Marriott, MMA Executive Director at [email protected].

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association is an action-oriented association designed to clear obstacles to market development, to establish standards and best practices for sustainable growth, and to evangelize the mobile channel for use by brands and third party content providers. MMA members include agencies, advertisers, hand held device manufacturers, wireless operators and service providers, retailers, software and services providers, as well as any company focused on the potential of marketing via the mobile channel. The Mobile Marketing Association’s global headquarters are located in Bellevue, WA. For more information, please visit www.mmaglobal.com

For more information:
Laura Marriott
Executive Director, Mobile Marketing Association
[email protected], +1.303.881.9153

Mobile Marketing Association Welcomes New Members
Rapidly Growing Membership Reflects Value Top Marketers Place in the Mobile Channel

BELLEVUE, August 23 — The Mobile Marketing Association (MMA) today announced that 27 new members have joined the association in the last few months. The Mobile Marketing Association is an action-oriented association designed to clear obstacles to market development, to establish standards and best practices for sustainable growth, and to evangelize the mobile channel for use by brands and third party content providers.

“We are thrilled to have these industry leaders join our association,” said Laura Marriott, MMA Executive Director. “Industry awareness and excitement about the power of the mobile channel has been steadily increasing. The MMA is at the center of this opportunity and will leverage its member’s strength and commitment to create collaborative guidelines and best practices for using mobile data to reach consumers.”

New MMA membership additions include: Buongiorno USA; Distributive Networks, LLC; Dwango Wireless; I-Jump; Juice Wireless, Inc.; JumpTap; Lucent Technologies; M:Metrics; Mobile Information Access (MIA); Mobile Messenger; Mobile Phone Applications (Mophap); NeoMedia Technologies, Inc.; Opera Telecom USA; Phonebites; Quigley Simpson Interactive; Simplewire; Sony Pictures Digital; TextingNow, LLC; The Concept Studio (“TCS”); Tira Wireless; USATODAY.com; US Cellnet Information, Inc.; Virtu Mobile; VML; Wireless Services Corp.; Yahoo!; and, Zapptrio.

The MMA also welcomes Rouben Haroutoonian, Executive Vice President, Dwango Wireless and Joe Barone, President, Virtu Mobile to the MMA Board of Directors.

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association is an action-oriented association designed to clear obstacles to market development, to establish standards and best practices for sustainable growth, and to evangelize the mobile channel for use by brands and third party content providers. MMA members include agencies, advertisers, hand held device manufacturers, wireless operators and service providers, retailers, software and services providers, as well as any company focused on the potential of marketing via the mobile channel. The Mobile Marketing Association’s global headquarters are located in Bellevue, WA. For more information, please visit www.mmaglobal.com.

For more information:
Laura Marriott
Executive Director, Mobile Marketing Association
[email protected]
+1.303.881.9153