MMA Releases “U.S. Consumer Best Practices for Messaging” 7.0
December 11, 2012
In addition, the MMA also announces a strategic development to advocate more effectively for marketers and the industry at large.
New York, NY, 11 December 2012 — The Mobile Marketing Association (MMA), the leading global trade association for the mobile marketing industry, today unveils the seventh edition of the “U.S. Consumer Best Practices for Messaging” (CBP 7.0). These best practices provide guidance to activate common short code messaging programs over U.S. carrier networks.
CBP 7.0 is the MMA’s compilation of accepted industry practices, common U.S. wireless carrier policies, and regulatory guidance that have been agreed upon by a coalition of MMA member companies and industry executives. The most significant change from the CBP 6.1 version released in May 2011 is the seamless alignment of the CTIA Audit Standards with the CBP 7.0 document.
“The seamless integration of CTIA’s Audit Standards with MMA’s Consumer Best Practices for Messaging is the latest effort that CTIA and our members are making to demonstrate our commitment to protect wireless users by ensuring that mobile marketing campaigns are following these important guidelines. As businesses, nonprofits and other organizations continue to rely on wireless to connect with their audiences, it’s vital that consumers know they can trust mobile marketing initiatives,” said Jeff Simmons, Assistant Vice President, Technology Programs, for CTIA—The Wireless Association
Since its introduction in 2005, the industry has looked to the CBP as the foremost guide to follow and apply common short code text messaging programs within the marketing mix. The MMA and CTIA worked together to consolidate the Audit Standards and CBP to ensure both documents were in alignment. Effective immediately, the MMA has determined that it will no longer issue CBP updates.
Going forward, the CTIA will continue to advise and audit the carrier community, while the MMA will assume a more prominent role as an advocate for the marketing community. The evolution of the MMA’s role will allow the association to advocate more effectively for its membership and the industry when it comes to common short code messaging programs.
To continue to develop messaging as a viable marketing tool, the MMA will focus on next generation messaging marketing frameworks, guidelines, best practices and standards, such as text messaging, multimedia messaging, long-code messaging, mobile email and in-app push notifications. The MMA will continue to work closely with the CTIA and other industry authorities.
“In light of the CBP 7.0 aligning with CTIA standards, we felt it was time for the MMA to focus on setting standards for next generation messaging experiences,” said Michael Becker, Managing Director, MMA North America. “The MMA is committed to advancing the mobile marketing movement in its entirety, and will continue to work with the CTIA and advocate on behalf of the marketing industry on common short code messaging programs. However, we will also focus on new advancements in cross-channel messaging. ”
“U.S. Consumer Best Practices for Messaging” was developed in collaboration with the following MMA member companies and partners: 4INFO, Inc., Cincinnati Bell Wireless, CTIA and Mobile Messenger.
You can download the CBP by filling out this form: http://www.mmaglobal.com/cbp
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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