MMA Authors Mobile Couponing Primer and Establishes Structure for Engagement

Committee Releases Guidelines to Help Brands Identify and Leverage the Advantages of Mobile Couponing

New York, NY, 30 January 2013 — The Mobile Marketing Association (MMA), the leading global trade association for the mobile marketing industry, today unveils the publication of “The Current State & Promise of Mobile Couponing” as part of the MMA Mobile MarketingUpdates. The primer explores the benefits that mobile couponing offers for marketers to connect with consumers at the point of sale and across the purchase funnel. It was created by a coalition of MMA members that recently formed the Mobile Coupon Ad Unit Standards Committee (MOCAUS).

“As marketers look to engage consumers from awareness to transaction, mobile couponing essentially collapses the purchase funnel. A mobile coupon ad unit is theconnective tissue for the top of the media funnel and a measurable point-of-sale event," said Michael Becker, Managing Director, MMA North America. “Mobile coupons have the potential to drive brand growth by placing thebrand in the hands of consumers with an added incentiveto purchase. It does not get more powerful for marketers.”

“The Current State & Promise of Mobile Couponing” reviews both the advantages and current challenges within the mobile coupon space. Additionally, the document outlines the agenda and objectives of MOCAUS, whichfocuses on establishing a mobile coupon ad unit. Beyond creating standards, the committee will work to develop a consistent language and framework for mobile couponing, as well as heighten business intelligence around strategic mobile coupon tactics.

"Mobile is on the precipice of exploding for marketers and initiatives like mobile couponing will provide a dynamic platform for stronger consumer engagement,” said Adam Lavine, CEO of FunMobility and co-chair of the Mobile Coupon Ad Unit Standards Committee. "Mobile and coupons is a perfect match - a win for consumers, marketers and retailers. The MMA Mobile Coupon Ad Unit Standards Committee will continue to evaluate all strategic intersections for mobile coupons to provide additional directives, standards and best practices for the industry to understand the power of this platform.”

As consumers consider their mobile device as a tool of transaction and brand interaction, there is a monumental opportunity for marketers to connect at the point of salewith mobile coupons. To provide a blueprint for successful mobile coupon tactics, the document also offers a framework that was adapted from the Association of Coupon Professionals digital coupon process. The milestones across the mobile coupon framework include:

  • Setup and Distribution
  • Discovery and Acquisition
  • Presentment
  • Validation and Redemption
  • Reconciliation

“The Current State & Promise of Mobile Couponing” was developed by a working group of MMA member organizations which includes Acta Consulting, Cox Target Media – Valpak, FunMobility Inc., GroupM, Hipcricket,Inmar, Isis Mobile Commerce, Medialets, Mocopay.,RadiumOne, SoundBite Communications, Spotzot, Sprint-Nextel, Univision Interactive Media, Urban Airship, Velti

You can download the whitepaper by filling out this form: http://www.mmaglobal.com/mobile-couponing

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 700 member companies, representing nearly fifty 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 (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.

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FOR MORE INFORMATION CONTACT:

Rebecca Laming

Director of Communications,

MMA
M: +1 917-558-1828

E: rebecca.laming[at]mmaglobal[dot]com

Committee: 
Mobile Coupon Ad Unit Standards Committee