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| Message from the MMA |
(Updated: 05/02/2006)
 Dear Readers,
Welcome to the May 2006 edition of the Mobile Marketing Messenger.
It has been an incredible quarter of growth for both the industry
and the Mobile Marketing Association (MMA). Mobile messaging,
mobile web, content and video continue to see new advancements and
growth – and, the number of new entrants into the space continues to
escalate. Our membership, comprised of more than 300 member
companies world-wide, also continues to take leadership positions in
the growth and development of the mobile channel. Sometimes, it
is tough just keeping up!
Over the past few months, the MMA has launched a number of key
initiatives for the industry and the association. In March, the
Consumer Best Practices Committee, chaired by Dave Oberholzer from
Verizon Wireless, launched version 2.0 of Consumer Best Practices
(CBP). Our CBP continues to set the baseline set of rules/ best
practices by which our industry plays. CBP are important to
simplify the mobile channel to make it easier for brands and content
providers to enter the space, understand the rules and protect their
consumer. The CBP Committee is already working on the next
revision of the Best Practices which will be launched in
September-06. The MMA has also launched three new committees:
Mobile Video & Television Committee; the Off Portal Special
Interest Group; and the Advocacy Committee. Each committee is
working on advancing the best practices and guidelines for our industry
– and evangelizing these in the community. As always, if you are
not currently involved in the MMA but would like to join our thought
leaders in growing and developing the mobile channel, join today.
Beyond membership and committee growth, the MMA is also experiencing
its own rapid growth. The MMA has recently moved into its new
global headquarters in Boulder, Colorado, USA, hired new staff to meet
the growing needs of our membership and is in the process of launching
new regional and national chapters worldwide. 2006 will continue
to be an exciting year of growth and development. Thank you all
for your ongoing contributions, support and interest in our industry
and our association.
Please join the MMA at our Mobile Marketing Forum on June 7 in New
York City. The program will be valuable for those seeking to add
mobile to their initiatives – or those looking to learn more about how
to improve on their existing campaigns. We have a strong roster
of speakers and sponsors, for more information please see www.mobilemarketingforum.com
Finally, as evidenced by the contributions in our newsletter this
month, our MMA member companies continue to take a leadership position
in industry mobile initiatives. I hope you enjoy the new format
and find the contributions valuable. If you have suggestions for
enhancements or general feedback, please do not hesitate to contact us
at editor@mmaglobal.com
From all of us at the MMA, we look forward to seeing you in June in NYC.
Regards,
Laura Marriott
Executive Director
Mobile Marketing Association
| Back to top ^
| MMA In the News |
(Updated: 05/02/2006)
Mobile Marketing Association Announces June Mobile Marketing Forum
June conference will provide new insight into mobile marketing successes
To view the complete release, please click HERE.
Mobile Marketing Association Announces The Creation of a Mobile Video & Television Committee
New committee will work toward setting industry-wide guidelines for advertising
To view the complete release, please click HERE.
Mobile Marketing Association Releases Update to Consumer Best Practice Guidelines
Guidelines reflect new services and growing adoption of mobile channel
To view the complete release, please click HERE.
What Services Are Driving Mobile Internet Usage?
BY Laura Marriott | May 18, 2006
To View the Direct Article, Click HERE
Mobile content services and data usage are
growing faster than ever before. Yankee Group predicts the 2006
worldwide market for wireless data will be approximately $104 billion.
The worldwide infotainment market, defined by Yankee Group as premium
entertainment and information mobile content, is predicted to be
approximately $35 billion of that $104 billion. Within the infotainment
market, ring tones account for approximately 40 percent of the total,
followed by gaming, graphics, video, and audio/music. One key factor
for market growth is consumer interest in device personalization,
entertainment, and fun. But what types of services and approaches are
driving mobile Internet usage?
To view the complete column, please click HERE.
Mobile Marketing Best Practices: Understanding the Rules
BY Laura Marriott | May 4, 2006
To View the Direct Article, Click HERE
What
role do standards or best practices play in the mobile marketing
industry, and how do we create the best practices by which our industry
adheres?
A best practice is a technique or methodology that,
through experience and research, has proven to reliably lead to a
desired result. Once best practices are determined, commitment is the
key to ensuring success in overall adoption and support. Mobile
Marketing Association (MMA) members and the mobile industry at large
have developed and adhere to the MMA Consumer Best Practices Guidelines
to ensure that as the mobile content market develops, consumers not
only have a positive mobile experience but are also treated fairly by
all in the value chain.
To view the complete column, please click HERE.
| Back to top ^
| MMA Committee News |
(Updated: 05/03/2006)
MMA Committees and Working Groups are
working diligently to release new materials in time for the MMA’s June
Mobile Marketing Forum event. Upcoming releases from MMA
committees include:
- MMA’s International Journal of Mobile
Marketing (MMA-IJMM) – June release by Academic Outreach Committee,
chaired by Michael Becker, iLoop Mobile
- Mobile Search Consumer Insights Primary Research Survey –
June release by Mobile Search Committee, chaired by Christine Loredo,
AOL LLC and Eric McCabe, JumpTap.
- Short Code Primer for use by brands and content providers –
June release by Short Code Working Group, chaired by David LaPlante,
Twelve Horses and Christian Loredo, Mobile Accord.
Each of the MMA committees are developing new
tools to assist members and non-members leverage, understand and put
best practices around the capabilities of the mobile channel.
Highlights of other upcoming releases include:
- Mobile Marketing Effectiveness Study – release
by the Metrics Committee, chaired by Gene Keenan, Isobar, Wayne Irwin,
LogicaCMG and Jamie Wells, TCS Mobile. The Mobile Marketing
Effectiveness Study is Phase Two of the MMA’s study which was launched
in Q4-05 – and made available for free of charge to all MMA members.
- Off Portal Primer – release by the Off Portal Special
Interest Group, chaired by Steve Leonard, GoldPocket Wireless, Ran
Farmer, Dynetic and Frederic Guarino, Lagardere Active North America.
If you are interested in any of MMA Committee
initiatives, please contact the MMA to get involved today.
Committees are the best means to take a leadership position in helping
to develop our growing industry. Contact mma@mmaglobal.com today.
| Back to top ^
| Hold the Phone?! |
(Updated: 05/03/2006)
Hold the Phone?! is a new
bi-monthly column written by Tom Burgess, CEO of Third Screen Media for
the Mobile Marketing Association. The column will discuss a
variety of hot topics as they relate to mobile marketing, mobile
advertising and our industry. Alternating with Hold The Phone?!
will be feature ‘guest column’ articles written by MMA members. Please
direct your comments and suggestions to editor@mmaglobal.com.
 What a global view of mobile marketing and advertising can teach the United States
Thomas
Burgess
CEO, Third Screen Media
Historically, the United States has lagged behind many of the
world’s most advanced nations in the adoption of new media
channels. With the exception of TiVo/DVRs, most media
technologies since the invention of radio have initially witnessed
higher international usage rates than the US. In 1939, there were
20,000 television sets in London, compared to only 7,000 in the US; yet
in the decades that followed, the US quickly developed into a TV
culture where families lived and ate meals around their TV. The
same will ring true for another technology that is shaping the way
Americans get their information: the mobile phone.
Take a flight to London, Paris, Seoul or Mumbai, and you’ll see
mobile components to advertising campaigns as soon as you step off the
plane. From soda cans to giant billboards, mobile contests
abound. TV advertising encourages users to respond via mobile,
subway platforms have Bluetooth-enabled content hotspots and viewers
enjoy soap operas on their phones, courtesy of advertising.
To view the entire article, please click HERE. | Back to top ^
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| Research, Publications & Statistics |
(Updated: 05/03/2006)
Number of Current US Wireless Subscribers
213,935,677 - Source CTIA (http://www.ctia.org/), May 18, 2006
The Emergence of Mobile Video
Watching
video on a mobile phone is a very recent phenomenon, in the very early
stage of the product lifecycle. Twenty-eight percent of the
mobile phones in the market offer the capability, one percent watch
today and twelve percent show interest in viewing mobile video in the
next six months.
Research provided by The NPD Group 
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)
Achieving Spontaneity: The Key to Mobile Marketing Campaigns that Work (Zoove)
By Tim Jemison, CEO
There
is an undeniable shift in the media consumption habits of
Americans. We’re going online more than we’re tuning in.
We’re texting, blogging, photographing and watching videos on our
phones instead of just calling from them. We’re listening to
podcasts instead of simply reading the newspaper. As a result,
marketers are shifting their focus as well, finding new ways to create
the dialogue between brands and consumers. This month Merrill
Lynch downgraded its forecasts for traditional ad spending in
newspapers, radio and broadcast media. At the same time,
non-traditional forms of marketing – including mobile marketing,
branded entertainment, and video-on-demand – are projected to grow at a
compound annual rate of 14.8% to $253.7 billion in 2010 according to
media research firm PQ Media in a report out this month.
To view the complete article, please click HERE.
Understanding
Mobile Marketing: Going beyond text-message mobile marketing
campaigns with branded interactive applications (The Cielo
Group)
By Dean Macri, President
For
consumer-brand companies and their agencies, this paper explains the
important differences between traditional text-message mobile marketing
campaigns and mobile campaigns executed within an interactive
application dedicated to your brand.
Brand managers allocating
their ad budgets to interactive marketing want more than simply “click
through transactions.” They want to build relationships with
targeted consumers through content and communities. Evidence can
be seen in the success of web destinations centered on branded
lifestyle content and social networks such as P&G’s
HomeMadeSimple.com and Pepsi’s MountainDew.com.
To view the entire article, please click HERE.
Marketing in a Wireless Wonderland: Why On-the-Go Gamers are a Marketer’s Dream (Greystripe, Incorporated)
April 17th, 2006
Author: Michael Chang
To View Direct Article, please click HERE.
At
this year’s largest wireless convention CTIA in Las Vegas, a watershed
moment occurred for mobile marketing. Carriers acknowledged the
advertising revenue value and rightly so expressed their desire to find
ways to make more money from it as data has become commoditized.
To view entire article, please click HERE.
Creative Mobile Marketing (isph!)
By Aaron Watkins
ipsh!'s creative lead discusses mobile content and knowing your mobile audience.
While
we all still consider mobile "new media"-- with a predicted 45 percent
of brands looking to interact with users on their mobile phones in
2006, how do agencies effectively tap this medium to target an audience
and generate measurable results? What makes a user pick up the phone
and send a text message or enter a phone number on the web to receive
content? How do you go from being just another ringtone or wallpaper to
conducting a truly viral campaign that drives brand awareness and
generates opt-ins?
To view the entire article, please click HERE.
Making the Mobile Web a Reality in North America (dotMobi)
By Alexa Raad, Vice President, Marketing and Business Development
The
Face of the Web, the annual study of Internet trends by Ipsos Insight,
reports that Internet browsing with mobile phones is showing robust
growth in many global markets. France and the U.K. are exhibiting the
strongest growth in this trend, and in Japan, 4 in 10 adults browse the
Internet on their wireless handset, double the rate from 2003. However,
in the U.S. and Canada, growth in Internet browsing on a mobile phone
is flattening.
To view complete article, please click HERE. | Back to top ^
| Academic Review |
(Updated: 05/03/2006)
 Academic Review:
Mobile Ecosystem & Strategic Alliances-- Practice, Elements, and Framework
Michael Becker, CTO, iLoop Mobile, Inc., April 25, 2006
Prepared for the Global Mobile Marketing Association
(For more information, or to discuss this article in more detail, please contact Michael at research@mmaglobal.com)
The mobile age is upon us and the use of strategic alliances amongst
the players within the mobile ecosystem is rapidly becoming a business
imperative (Overby, 2005). This is due to the fact that the mobile
industry, like other technically volatile and emergent industries
(Porter 1990, Doz and Hamel 1998), is becoming increasingly impacted by
the effects of globalization, the spread of inter-linked heterogeneous
technology, and global acceptance of harmonized standards, all of which
are blurring the boundaries of previously autonomous, unrelated,
industries and firms that serve them (Contractor & Lorange 2002;
Gomes-Casseres 1996; Bergquist & Betwee 1995). The cumulative
effect of these trends is making it increasingly evident that the
mobile ecosystem players—brands, content owners, marketing agencies,
media & retail companies, enterprises, application providers, and
even network providers—wishing to launch mobile and mobile enhanced
initiatives (Becker 2005) will find it prohibitively difficult to fully
internalize (while not exposing themselves to unnecessary risks) the
necessary systems, processes, technology, skills, know-how, marketing,
and managerial expertise needed to develop and sustain a competitive
advantage in the markets they serve (Dacin et al. 1997, Glaister &
Buckley 1996; Akio 2004; Gates 1993; Taysen 2004; Porter 1990). Firms
interested in offering compelling mobile and mobile enhanced services
are turning to strategic alliances with complimentary firms, and in
some cases competitors, to reduce their risk, gain access to
technology, know-how, new markets (local, national, and global),
marketing expertise, and products and services in order to excel in
today’s fast paced technically and socially complex mobile market. This
paper discusses the nature of the mobile ecosystem and the use of
strategic alliances by the players within it. It identifies key
strategic alliance elements, and concludes with a framework that
practicing managers may consider when formulating and managing their
strategic alliances.
To view the complete Academic Review, please click HERE. | Back to top ^
| Welcome to New Members |
(Updated: 05/03/2006)
The
Mobile Marketing Association’s membership continues to grow at record
rates. Watch for an upcoming release highlighting our latest
members.
Join other industry leaders in spearheading the development of a
sustainable mobile marketing industry! See our current member
list HERE.
Contact mma@mmaglobal.com to learn how your company can become involved! | Back to top ^
| Upcoming Events |
(Updated: 05/03/2006)
Sponsorship Opportunities
MMA sponsor packages are now available online for the following events – please click HERE for more details!
- Mobile Marketing Forum, June 7, 2006 (New York, NY)
- Mobile Marketing Forum, November 28, 2006 (Los Angeles, California)
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
June 7, 2006 - NYC
Learn from the experts in 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! Join Us. Visit www.mobilemarketingforum.com for details!
Attendee space is limited. Register today!
MMA Sponsored Events
Digital Marketing Conference (New York City), June 8 & 9, 2006
Off Deck Mobile Content (New York City), July 12 & 13, 2006
Other Industry Events
Wireless Leadership Summit (New York City), June 27 & 28, 2006
| Back to top ^
| Global Highlights |
(Updated: 05/03/2006)
As the use of the mobile channel, by
brands and third party content providers, continues to grow, the MMA is
expanding into new geographies. Laura Marriott, Executive
Director for the MMA, was recently in Brazil where a meeting of
interested companies was held to discuss launching a Brazil and Latin
American chapter. Over 27 member companies attended the meeting
to discuss a Brazil chapter and the role of its member companies in
taking a leadership position in the development and growth of the
mobile channel in the Brazilian market.
Other markets currently under development include:
- Asia-Pacific: China, Singapore, India
- Central & Latin America: Argentina, 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 (mma@mmaglobal.com).
Also, for those who are interested in joining
the MMA, the global chapter welcomes representation from across the
globe. Membership in the global chapter currently includes member
companies from over twenty countries. | Back to top ^
| Member Job Postings |
(Updated: 05/03/2006)
ipsh!: Inside Sales, San Francisco, CA
MobileLime: Marketing Communications Manager, Watertown, MA
MobileLime: Mobile Application Developer, Seattle, WA
Sensei Inc.: Vice President of Marketing, Boca Raton, FL
mFoundry: Client Services Manager, Sausalito, CA
The Weather Channel: Director of Mobile Ad Sales, Atlanta, GA
Boost Mobile: Senior Manager, Prepaid Handset Pricing, Irvine, CA
Boost Mobile: Senior Manager, Customer Loyalty, Irvine, CA
Alltel: Staff Manager & Designers, Little Rock, AR
Alltel: Staff Manager & Senior Product Engineers, Little Rock, AR | 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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