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| Message from the MMA |
(Updated: 05/02/2006)
 Dear Readers,
Welcome to the June 2006 edition of the MMA Messenger.
Wow!
Was it a rocket ship or a trade show or a launch party? As evidenced
by the 400 attendees (up from 200 last June in New York) at the
Mobile Marketing Forum in New York last week, growth in our space is
nothing short of astounding. Participants filled the room and lined the
walls at times. Perhaps even more notable was the breadth of attendees
across industries, and the presence of more international visitors than
we have seen before.
The deep
cross-industry representation enables us all to be stronger and more
informed; further, the international attendance indicates how much we
can add as well as learn from our esteemed counterparts in other
countries.
Here are some of the themes I
took away. First, mobile advertising is growing up rapidly. Next,
off-portal content is receiving long overdue attention. And video is
now complementing ring tones and screen savers to provide a very rich
experience. The subtext is that we are seeing broader growth and
adoption across platforms as mobile marketing continues its march
toward the mainstream.
Our membership in
the organization has doubled in the last six months alone, leading to
about 200 members in our global group, plus an additional 120 in
affiliated chapters. We now have member representatives from about 22
countries.
As if that weren’t enough, we
just launched the International Journal of Mobile Marketing (Volume 1,
Number 1), contributing to the thoughts and body of knowledge that will
enable us all to make more informed decisions. If you would like to
order a copy, please download an order form at http://www.mmaglobal.com/uploads/Journal_Order_Form_final.pdf.
I want
to extend our appreciation to the hundreds of people in hundreds of
organizations who have helped to advance the Mobile Marketing Forum,
the action teams, and our publications over the last two months. The
collective impact is remarkable, and you are a part of making history…
a consumer-friendly history.
We
still have lots of work to do. Further, we are always looking for ways
to improve and serve our membership. Various committees are engaged in
critically important work; we are developing events for the fall, and
our members are learning from and working with each other. Please watch
over the next few months for more information about fall events, and
keep the ideas and results coming.
In
short, we are in an extraordinary time. So hold on to your hats. We
will not only establish practices that work in the dawning of a new
stage in our industry, but also build a strong foundation that will see
us through this very robust and productive growth experience.
Regards,
Louis Gump
Chairman, Mobile Marketing Association &
Vice-President Mobile, The Weather Channel
| Back to top ^
| MMA In the News |
(Updated: 05/02/2006)
MMA to release guidelines for Annual Awards Program
The
MMA will be releasing the guidelines and application forms for its
annual awards program the week of June 19th. Watch for more
information http://www.mmaglobal.com/modules/content/index.php?id=119
MMA’s Mobile Marketing Forum Spotlights Success of Mobile Channel
Networking and Strategy Event Attracts More Than 400 Companies and Reflects Growing Momentum of Mobile Channel
To view the complete release, please click HERE.
Mobile Marketing Association Launches The International Journal of Mobile Marketing
Journal Provides A View Into The World Of Mobile Marketing
To view the complete release, please click HERE.
Growing Mobile Marketing Association Membership Reinforces Strength of Industry
Global Association Membership more than doubles in the past twelve months
To view the complete release, please click HERE.
Mobile Marketing Association Opens Global Headquarters
MMA Adds Resources To Support Association Growth
To view the complete release, please click HERE.
Marketing Through Common Short Codes
BY Laura Marriott | June 15, 2006
Click Z
To View Direct Article, please click HERE.
At
the Mobile Marketing Association's (MMA's) Mobile Marketing Forum (MMF)
last week in New York, almost every publisher, brand, and agency that
spoke about its mobile marketing campaigns and successes, mentioned
common short codes (CSCs). Unknown to many, CSCs are the five- or
six-digit text messaging (or SMS) numbers marketers provide to
consumers so they can interactively engage in a campaign.
To view the complete column, please click HERE.
Measuring WAP Ad Campaign Success
BY Laura Marriott | June 1, 2006
ClickZ
To View the Direct Article, Click HERE
WAP,
or mobile Web, adoption is growing in North America. According to
M:Metrics, approximately 10 percent of consumers use the mobile Web for
gaming, messaging, and browsing. Demographics skew higher for male
users, and overall mobile Web users are generally in the 18-44 year old
age group (though predominantly within the 25-34 age range). In terms
of income, mobile Web users have large disposable incomes, with 38
percent earning over $75,000 and 22 percent earning over $100,000. In
Europe, WAP adoption numbers are even higher.
To view the complete column, please click HERE. | Back to top ^
| MMA Committee News |
(Updated: 05/03/2006)
MMA Committees have been hard at work on
new initiatives and have recently launched two key publications for
both members and non-members alike. Recent releases
include:
- MMA’s International Journal of Mobile Marketing (MMA-IJMM)
Released
on June 7th by the Academic Outreach Committee, chaired by Michael
Becker, iLoop Mobile, the MMA-IJMM is the world’s first journal
dedicated to mobile marketing 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 and contains research and
contributions from academics, industry experts and thought leaders.
To sign up for an annual subscription, please visit -- http://www.mmaglobal.com/uploads/Journal_Order_Form_final.pdf
- Short Code Primer
The Short Code Primer, for use by brands
and agencies, was released in early June by the Short Code Working
Group, chaired by David LaPlante, Twelve Horses and Christian Loredo,
Mobile Accord. The Short Code Primer to provide an overview of
the process that a brand, content provider, agency or technology
provider should follow when considering launching a short-code-based
marketing campaign or initiative.
To download a copy of the Primer, please visit - http://www.mmaglobal.com/shortcodeprimer.pdf
Highlights of some of the next releases, to follow in the next 30 days, include:
- Mobile Search Consumer Insights Primary Research Survey
The
Mobile Search Committee will be releasing its results from its primary
market research study. The results will be available, free of
charge, to all MMA members.
- Mobile Advertising Guidelines (Update)
The Ad Standards
Committee will be releasing an important update to the current Ad
Standards formats for mobile web. Watch for an announcement to follow
in the next two weeks.
The MMA will also be launching a number of
new committees in the coming months. Watch the Members Only site
for more information.
Academic Outreach Committee-CALL FOR ARTICLE SUBMISSIONS
Mobile Marketing Association’s Journal of Mobile Marketing, December ’06 Issue
- The use of the mobile channel for marketing,
i.e. mobile marketing, is a growing worldwide phenomenon. Commercial
mobile marketing initiatives began in 1997 and published research on
the topic first appeared in 2001. Since then the field of mobile
marketing has drawn the attention of academics and industry
practitioners alike. Companies throughout the world have invested
heavily in the creation and use of mobile marketing technology and
services and academics have conducted a number of conceptual and
empirical studies on mobile marketing in order to understand this
powerful and growing phenomenon; however, there is still limited
knowledge on mobile marketing enablers and key drivers.
For details on the call for article submissions, please click HERE.
Committees are the best means to take a
leadership position in helping to develop our growing industry.
MMA Committee participation is open to all MMA member companies.
Contact mma@mmaglobal.com today. | Back to top ^
| Hold the Phone?! |
(Updated: 05/03/2006)
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.
 Advocacy and the MMA
Jim
Manis
SVP, m-Qube/VeriSign
The MMA has organized an advocacy outreach initiative to the FCC,
FTC and other public policy makers designed to educate key
decision-makers on the nature and status of the “off-portal” common
short code driven industry, and the good work we have undertaken to
create and publish rules of engagement through the MMA Consumer Best
Practices. This is an important initiative of the MMA as our
industry continues to undergo rapid growth and expansion.
Last month, the FTC and FCC provided an opportunity for the MMA
Advocacy Committee, with the support and participation of CTIA and
Wiley, Rein & Fielding, to discuss how our industry works and
review in detail the MMA Consumer Best Practices. These meetings
were successful and productive, and underscored the power of the
consumer when demanding access to mobile data, news and entertainment
in an “open garden” environment. Consistent with this power is
the MMA approach to best practices that ensures control is in the hands
of the consumer through standards developed by representatives of those
who create and deliver value to the consumer.
To view the entire article, please click HERE. | Back to top ^
Back to top ^
| Research, Publications & Statistics |
(Updated: 05/03/2006)
Camera Phones Capturing Audiences
The NPD Group
Capturing photos with a camera phone is clearly a social affair.
Snapping photos of family members outpaced all other types of photos
taken at 84%. Spontaneous moments and friends were the next most
popular photo subjects. Current camera phones lend themselves well to
these types of close-up people shots, or spur-of-the-moment images.
View more research from The NPD Group, HERE.
Understanding the Evolution of Pricing Trends in Mobile Services (Portio Research Ltd)
A new market analysis published April 27, 2006
An
analysis of pricing trends for voice and data services in mature and
developing mobile markets, to help you understand how prices change as
mobile services mature in different market conditions.
To view complete details, please click HERE.
| Back to top ^
| Articles |
(Updated: 05/03/2006)
Integrating Mobile into the Mix
ipsh! pulls
off the first cross-continental mobile campaign as part of an
integrated global marketing effort for Elizabeth Arden's Fantasy
fragrance.
June 01, 2006
By Fawn Fitter, www.imediaconnection.com
To View the Direct Article, please click HERE.
Say you're trying to launch Britney Spears' new fragrance, Fantasy.
You know her biggest fans are teen girls. Where are you most likely to
find them? That's right: on their mobile phones.
From
personalized phone accessories to text messaging, the mobile market is
sizzling among young women aged 13 to 24-- and that, in a nutshell, is
why Omnicom's mobile marketing firm, ipsh!, was chosen to develop what
it says is the first truly multinational mobile marketing campaign.
To view complete article, please click HERE. | Back to top ^
| Academic Review |
(Updated: 05/03/2006)
The Academic Review will now be a bi-monthly column.
Please look forward to the July edition of the MMA Mobile
Messenger for this next article.
To view previous Academic Review articles, please click HERE. | Back to top ^
| Welcome to New Members |
(Updated: 05/03/2006)
Membership Growth Continues to Skyrocket!
The Mobile Marketing Association’s membership
continues to grow at record rates. On June 1, we announced the
addition of 100+ members to our overall global membership base.
Since then, the following new members have joined the MMA:
- AirG
- Associated Press
- Fineline Holdings
- Handmark, Inc.
- Helio LLC
- ISIT LLC
- National Public Radio (NPR)
- Send Me, Inc.
- VeeCaster
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!
Logos of our current MMA Global member companies can be found HERE.
| Back to top ^
| Upcoming Events |
(Updated: 05/03/2006)
Sponsorship Opportunities
MMA sponsor packages are available online for the November 28, 2006 Mobile Marketing Forum, presented by the MMA! Please click HERE for more details!
Call for Speakers
The MMA is seeking speakers for its 2006 events!
Please submit your speaker name, speaker bio, topic(s), company bio, and contact information to speaker@mmaglobal.com.
MMA Events
MOBILE MARKETING FORUM
Mobile Marketing Forum presented by the Mobile Marketing Association
November 28, 2006 - Los Angeles, California
Join
us for this one day conference covering the latest tips, trends,
strategies and case studies for mobile marketing. Mobile, the hot
new channel, always on, always available and everywhere! Visit www.mobilemarketingforum.com for additional details as they become available!
SAVE THE DATES
Mobile Marketing Association Annual Awards Dinner
The
Mobile Marketing Association Annual Awards ceremony will be held on
November 28 in Los Angeles, following the Mobile Marketing Forum
event. More details to follow.
Mobile Marketing Association Annual General Meeting
The
MMA Annual General Meeting will be held from 11am – 5pm on Wednesday,
November 29, 2006 in Los Angeles. Additional details on the event
will follow shortly.
MMA Sponsored Events
Off Deck Mobile Content (New York City), July 12 & 13, 2006
Mobile Search & Discovery (London), September 6 & 7, 2006
Mobile Email (London), September 20 & 21, 2006
iMobicon (Seoul, Korea), September 26 & 27, 2006
Other Industry Events
Wireless Leadership Summit (New York City), June 27 & 28, 2006
| Back to top ^
| Global Highlights |
(Updated: 05/03/2006)
MMA International Expansion
As
the use of the mobile channel, by brands and third party content
providers, continues to grow, the MMA is expanding into new
geographies. If you are interested
Markets currently under development include:
- Asia-Pacific: Australia, China, Singapore, India
- Central & Latin America: Brazil, Mexico
- Europe, Middle East & Africa: Germany, Benelux, Poland
If you and/or your company are interested in
launching the MMA in your national or regional market, please contact
the MMA today (Laura Marriott, Executive Director, laura.marriott@mmaglobal.com)
MMA Global Chapter Membership
For
those member companies who are interested in joining the MMA, the
global chapter welcomes member company representation from across the
globe. Membership in the global chapter currently includes member
companies from over twenty-two countries. Join today - http://mmaglobal.com/modules/content/index.php?id=59 | Back to top ^
| Member Job Postings |
(Updated: 05/03/2006)
Zingy: Manager, Product Development, New York, NY
Zingy: Director of Quality Assurance, New York, NY
Zingy: Senior Software Developer, New York, NY
Zingy: Director, Product Development, New York, NY | Back to top ^
| Our Distribution Schedule |
(Updated: 05/03/2006)
The Mobile Marketing Association distributes our newsletter
mid-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
Mobile Marketing Association
75 Manhattan Drive, Suite 204
Boulder, Colorado 80303
Office: +1.303.415.2550
Fax: +1.636.648.9922 or +1.425.635.4617 | Back to top ^ |
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