The MMA has historically approached messaging as an essential component of smart mobile marketing.
Over the last ten years, messaging has evolved from being the centerpiece of a brand’s mobile efforts to becoming an important, but often hard to implement and integrate, component of an overall mobile marketing effort. The messaging opportunity should be included as part of a more holistic approach to mobile marketing especially as enterprise services and RCS develop and mature.
The Committee will strive to educate the market about the utility, safety and innovation inherent to mobile messaging programs, from SMS to Advanced Communications, such as RCS.
The Committee has prepared the initial educational guidance on RCS, scheduled for release in March 2018. In the months that follow, and as more real-time case studies manifest themselves, the Committee will be issuing regular reports on new developments, interesting use cases and statistics and research on the roll-out of RCS.
Messaging is a universal mobile tool, but the rules are indigenous to each region. This program is only open to MMA members doing business in the US (Global and North American members).