Consumer Best Practices

The MMA’s primary focus is on consumer protection and privacy since industry growth without consumer satisfaction is not sustainable. The MMA therefore strives to align its members and industry stakeholders generally with consumers needs and wants to ensure a positive mobile experience. Learn more


Case Studies

Thunder Wheels Contest
Thums Up Thunder Wheels (Mobile2win)
This March, Thums Up introduced the “Thunder Wheels” offer. Users would have to SMS the unique code printed under the Thums Up crown to 58558 and win a Apache Motorbike every hour. The promo was communicated through TVC, Print, Outdoor, POS and Radio.
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Mobext_Citroen
Citroën C4 Picasso (Mobext)
For the launch of C4 Picasso, Citroën would like a different mobile web presence in its media plan. Mobext built the campaign based on two insights: different experience for iPhone and Smartphone users and permission of other handset users to interact with the campaign in the same placement.
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Research

MMA Study
US Mobile Phone Text and Web Usage 2009 Study Executive Summary
Luth Research’s recent SavvyQuest™ omnibus survey of wireless phone users with text or web access capabilities fielded from June 9 to June 11, 2009, netting 1001 respondents with demographics balanced against U.S.
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Articles

Mike Wehrs, president and CEO of the Mobile Marketing Association (MMA)
Mobile marketing: Mayberry or the Wild West?
Protect consumers and you protect the opportunity. That maxim applies to mobile marketing, where U.S. expenditures on mobile marketing for 2009 are $ 1.7 billion, according to MMA research. This prediction is expected to grow by about 26 percent to $2.16 billion next year.
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Education

Code of Conduct for Mobile Marketing*
Consumer privacy standards when marketing to the mobile phone.

Consumer Best Practices (United States)*
A compilation of accepted industry practices, wireless carrier policies and regulatory guidance.

Mobile Advertising Guidelines*
Global mobile advertising formats and best practices for display and messaging.

Mobile Marketing Industry Glossary*
A common set of terms and definitions applicable to mobile advertising and marketing.

*To open documents: Left click to open, or right click and "Save As" to save specific file. 

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