December, 2006 Issue 17 Message from the MMA  MMA News  MMA Committee News  Hold the Phone?! New Mobile Marketing Campaigns  Research, Publications & Statistics  Welcome to New Members  MMA Events Global Highlight  Member Job Postings Message from the MMA Dear Readers, Welcome to the December 2006 edition of the MMA’s Mobile Marketing Messenger. 2006 has been a tremendous year of growth for the industry and our association.  We would like to take this opportunity to thank all of our members and industry colleagues for your support in helping to build a professional and sustainable mobile marketing industry.  We would also like to congratulate each of the MMA 2006 Global Annual Award winners.  The Awards program highlights an outstanding excellence by all winners and finalists world-wide.  Details on the winners and finalists can be found at http://mmaglobal.com/modules/content/index.php?id=382 From all of us at the Mobile Marketing Association, have a wonderful holiday season.  All the best for a happy and healthy New Year! Regards, Mobile Marketing Association MMA News MMA MEMBER DIRECTORY The Mobile Marketing Association (MMA) will issue a Membership Directory in the beginning of 2007.  The Member Directory will provide a vital industry resource for those looking to expand their initiatives into mobile.  Advertising opportunities in the MMA Member Directory are still available.  For more information, please email sponsor@mmaglobal.com.  2006 MMA Annual Mobile Marketing Guide To view the 2006 MMA Annual Mobile Marketing Guide, presented by the MMA, and included as a Special Advertising Section of Ad Age, please click HERE. To view the MMA page with this information, please click HERE. Mobile Marketing Association Releases Second Issue of MMA International Journal of Mobile Marketing To view the complete release, please click HERE. MMA Declares 2006 as a Banner Year for Mobile Marketing To view the complete release, please click HERE. Mobile Marketing Association Honors Industry Leaders and Innovators To view the complete release, please click HERE. MMA Releases Update to Consumer Best Practices Guidelines To view the complete r elease, please click HERE. Mobile Marketing 101: Best Practices By Laura Marriott | December 14, 2006 | ClickZ To View Direct Link to Article, please click HERE. When discussing mobile marketing basics, we must consider the Mobile Marketing Association's (MMA's) "Consumer Best Practices (CBP) Guidelines.”  I initially wrote about the "CBP Guidelines" in May. The guidelines were updated in November, so let's review the areas of significant change. To view the complete article, please click HERE. MMA Committee News Consumer Best Practices Industry Forum, January 11, 2006 (Denver, CO) The Mobile Marketing Association's Consumer Best Practices (CBP) Committee, will be holding its annual Industry Forum in Denver, CO on Thursday, January 11. The intent of this forum is to solicit additional input from the broader industry at large on the Consumer Best Practices guidelines. The Industry Forum is open to all MMA members and interested parties. For more information, please click HERE. Purchase the MMA International Journal of Mobile Marketing today! The MMA International Journal of Mobile Marketing (MMA-IJMM), the world’s first journal dedicated to mobile marketing, is tasked with helping the industry better understand the emergence of the mobile channel and its use for marketing.  The MMA-IJMM is issued by the MMA Academic Outreach Committee and contains research and contributions from academics, industry experts and thought leaders. Order your copy by clicking HERE. Hold the Phone?! Hold The Phone?! will feature ‘guest column’ articles written by MMA members every second month. Please direct your comments and suggestions to editor@mmaglobal.com.  The Key to Mobile Content Adoption: A Great User Experience By:  DP Venkatesh, CEO of mPortal It is safe to say that mobile content consumption has not reached its potential in the United States. Despite occasional “bubbles” of popularity for some mobile applications and content, consumer adoption has been less than stellar. Some blame the “walled garden” carrier set-up in the United States that prevented third-party content providers from easily offering content to users. With the walled gardens now a memory and mobile content consumption still not up, we need to examine the real root cause: usability. Beyond mobile content profitability, there is a greater potential cost of the usability challenge: without customer adoption of content and other applications, the innovative nature of mobile technology will not be fully realized in the United States. What operators and handset manufacturers need is a unified approach that will make mobile content easy to find, preview and buy. To view the entire article, please click HERE. New Mobile Marketing Campaigns Cheetos Super Rally (Aerodeon Turkey) .mobi Solutions in Action (dotMobi) IKEA “Gotcha!” (Aerodeon Turkey) Marshall Campaign (Aerodeon Turkey) PR Newswire (iCrossing) Research, Publications & Statistics Consumer Advertising           To view the complete research, please click HERE. News & Information Usage To view the complete research, please click HERE. Text Messaging vs. Instant Messaging on Mobile Phones To view the MMA page containing this research, please click HERE. MObile Advertising, MOre Money: Dissecting Next Generation MNO Advertising Models Suffering from a devalued proposition and diminished audience via traditional media, advertisers are shopping around for better promotional avenues. For brands that have recently discovered the power of the World Wide Web, the leap of imagination to mobile is not a hard one to make.     For more information on this report, please click HERE. Welcome to New Members Membership Continues to Grow! Join other industry leaders in spearheading the development of a sustainable mobile marketing industry!  Contact mma@mmaglobal.com to learn how your company can become involved! A list of all current MMA Global member companies can be found HERE.   MMA Events 2007 SPONSORSHIP OPPORTUNITIES The MMA will be releasing its 2007 Sponsorship Package shortly; stay tuned for additional details on how your company can play a larger role in the upcoming year!  MMA WEBINAR SERIES Webinar sponsorship opportunities for 2006 SOLD OUT.  Secure your spot in hosting one of the MMA's monthly webinars in 2007.  Email sponsor@mmaglobal.com for additional details!   CONSUMER BEST PRACTICES INDUSTRY FORUM The Mobile Marketing Association's Consumer Best Practices (CBP) Committee, will be holding its annual Industry Forum in Denver, CO on Thursday, January 11. The intent of this forum is to solicit additional input from the broader industry at large on the Consumer Best Practices guidelines. The Industry Forum is open to all MMA members and interested parties. For more information, please click HERE. Global Highlights 2006 MMA Awards Dinner & Ceremony The MMA recently held its 2006 MMA Awards Dinner & Ceremony, on November 28, 2006 in Los Angeles, California.  With a sold out crowd of over 250 attendees, the MMA honored industry leaders and innovators within the mobile marketing industry.  Winners and finalists included:  Best Use of Mobile Marketing, Branding WINNER:  The Hyperfactory FINALISTS:  Mobiento Mobile Marketing & H&M, R/GA Best Use of Mobile Marketing, Cross-Media Integration WINNER:  Mobile Dreams Factory and Vodafone FINALISTS:  VeriSign, Inc., Paramount Pictures and Zingy, Inc. Best Use of Mobile Marketing, Direct Response WINNER:  Mobiento Mobile Marketing FINALISTS:  Cellfire, The Hyperfactory Best Use of Mobile Marketing, Product/Services Launch WINNER:  R/GA FINALISTS:  go2 SpeedPoll, ipsh!, Zingy, Inc. Best Use of Mobile Marketing, Promotion WINNER:  Legion Interactive FINALISTS:  Buongiorno, Enpocket and Vodafone Best Use of Mobile Marketing, Relationship-Building WINNER:  Meijer and SmartReply FINALISTS:  Mobiento Mobile Marketing & H&M, Stolichnaya Vodka and Zingy, Inc. Innovation WINNER:  Single Touch Interactive FINALISTS:  Juice Wireless, VeriSign, Inc. Innovation for Creativity in Media WINNER:  Enpocket and Vodafone FINALISTS:  Buongiorno, The Hyperfactory Innovation for Creativity in Technology WINNER:  Mobile Dreams Factory and CEPSA FINALISTS:  AdMob, Inc., Greystripe, Inc. Outstanding Individual Achievement David Oberholzer, Verizon Wireless Overall Excellence Procter & Gamble Again, a special congratulations to our winners! Member Job Postings Blue Frog Media: Online Marketing Specialist (Seattle, WA) Blue Frog Media: Java Developer (Seattle, WA) Blue Frog Media: Controller (Seattle, WA) Enpocket: PR Manager (Boston, MA)  GoLemur!: Junior Marketing Coordinator (New York NY) Helio: Sr. Manager, Desktop Solutions (Los Angeles) U-Tur n Media Group: Technical Project Manager (New York) Velti: Account Manager (New York City)  Our Distribution Schedule The Mobile Marketing Association distributes our newsletter at the end of each month - with a content deadline the week before. Please send your news to editor@mmaglobal.com for consideration. Register for our newsletter today by clicking HERE. Contact Information Nicole Reak, Mobile Messenger Editor Mobile Marketing Association 75 Manhattan Drive, Suite 204 Boulder, Colorado 80303 Office:  +1.303.415.2550 Fax:     +1.303.499.0952 To unsubscribe from MMA mailings, send an email to editor@mmaglobal.com. The MMA is located at 75 Manhattan Drive, Suite 204, Boulder, CO 80303