Dear Readers,

Welcome to the November 2006 edition of the MMA’s Mobile Marketing Messenger.

What an incredible Fall it has been!  From east coast to west coast to Europe to Asia, I have had the pleasure of spending time with our MMA members across the globe.  From running into Debra Bluman from Zingy in a hotel lobby in Las Vegas, to traveling to Turkey with John Styers from Sprint and Jim Manis from m-Qube, I am hearing the same message from our members.  Our industry is on fire!  Brands are expressing interest in mobile en masse, agencies are establishing mobile experts and, in some, mobile divisions and new technology enablers are entering the space every day.  Overall, there seems to be a need for more mobile experts in our industry in order to be able to manage the growth and keep pace with the increasing number of inquiries.  But one thing is for certain, the energy and enthusiasm shared by all those in our industry is contagious.  We are in a very exciting time of growth.  Mobile marketing has arrived! 

In two weeks, we will host our largest events of the season in Los Angeles.  First, we will host the Mobile Marketing Forum (MMF), in partnership with DEMXX, on November 28.  The MMF has become the premier event for mobile marketing and is the best place to learn new techniques and network with our industry’s leaders and innovators.  Following the MMF will be the MMA Annual Awards Ceremony.  The annual awards program celebrates the leading companies and individuals in our global mobile marketing industry.  Finally, on November 29, we will host our Annual General Meeting for all MMA global members in good standing.  Join us to find out the latest opportunities to maximize your membership – and learn what is happening in your association.

Our MMA committees have also been hard at work launching a number of significant programs.  The Mobile Advertising Committee recently launched its third revision of the mobile advertising guidelines – a widely anticipated industry release.  The guidelines define the formats and best practices for mobile web and messaging.  Check them out on the MMA website at mmaglobal.com/mobileadvertising.pdf.   Thank you to the Mobile Advertising Committee for your hard work in achieving this milestone.

We look forward to seeing you in Los Angeles!

Regards,

Laura Marriott
Executive Director
Mobile Marketing Association

MMA MEMBER DIRECTORY
The Mobile Marketing Association (MMA) will issue a Membership Directory 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. 

Mobile Marketing Success Fuels Significant Membership Growth for MMA
To view the complete release, please click HERE.

Mobile Marketing Association Releases Update to Mobile Advertising Guidelines
To view the complete release, please click HERE.

M obile Marketing Association Announces 2006 Award Finalists
To view the complete release, please click HERE.

Mobile Marketing: Back to the Basics
By Laura Marriott | November 16, 2006 | ClickZ
To View Direct Article, please click HERE.
Though there's much excitement around mobile marketing's advanced features, some of the most asked questions I receive regard the basics: What is mobile marketing? How do I get involved? What mobile marketing tactics should I utilize? What tactics are best suited for my brand category? Who do I call to get started? And even, what is a short code?
To view the complete article, please click HERE.

Mobile Web Advertising Revisited
By Laur a Marriott | November 2, 2006 |  ClickZ
To View Direct Link to Article, please click HERE.
Perhaps one of the most talked about initiatives in the mobile marketing space is mobile advertising. And though I recently wrote a column on the subject, given the excitement around it I think it's time for a brief update focused on the mobile Web.
To view the complete article, please click HERE.

Mobile Marketing in Turkey
By Laura Marriott | October 19, 2006 |  ClickZ
To View Direct Link to Article, please click HERE.
Last week, the Mobile Marketing Association (MMA) hosted its Mobile Marketing Forum EMEA in Istanbul, Turkey. Attendees included over 180 industry leaders from countries on three continents. The event featured discussion and debate surrounding how to drive the mobile marketing industry forward not only in Turkey but worldwide.
To view the complete article, please click HERE.

Mobile Advertising Guidelines
The MMA’s Mobile Advertising Committee has launched its third revision of the Mobile Advertising Guidelines.  The guidelines were published by the Mobile Advertising Committees’ mobile web sub-group chaired by Stephanie Bauer (Verizon Wireless) and includes best practices and formats for mobile web.  The guidelines can be accessed at www.mmaglobal.com/mobileadvertising.pdf

Mobile Marketing Effectiveness Study: Attitude & Usage
The Metrics Committee will launch its annual attitude and usage study at the Annual General Meeting on November 29.  The study is available free of charge to all MMA members.  The study provides insight into mobile marketing adoption and usage in the United States.

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?! will feature ‘guest column’ articles written by MMA members every second month. Please direct your comments and suggestions to editor@mmaglobal.com. 

The Mobile Advertising Ecosystem: Part I
Submitted by Third Screen Media
Written by Tom Burgess, CEO

This article will be the first of a five part series.

One of the disadvantages of being first in a market is that there is plenty of disorder and chaos.  When Third Screen started in mobile advertising, we knew who all the players should be, we knew that a platform was necessary to connect them and we knew it was going to be big.  So not so surprisingly, the players are in, we have a platform and the industry numbers are growing every quarter.  What we didn’t realize until this past year is the way the business would evolve.  Essentially a mobile advertising ecosystem has formed with a lot of interaction by a community not only of companies, but of consumers.

To view the entire article, please click HERE.

Membership Continues to Grow!

The MMA welcomes the following new members:

• Airborne Entertainment              
• BeVocal, Inc.                
• Brian Patton                 
• Catchwind                    
• Come&Stay                              
• DoubleClick                              
• Ericsson AB                             
• First Data Corp.            
• GoLemur! Inc.               
• iO global limited                        
• ispott, Inc.                                
• LSN, Inc.                      
• Mark Beccue Consulting, Inc.                
• Millennial Media, Inc.     
• MTV Networks              
• NBC Universal                          
• News Over Wireless      
• Obopay, Inc.                 
• Playboy Enterprises      
• PlayPhone, Inc.            
• Qualcomm                               
• Quattro Wireless           
• Reed Smith LLP           
• TeleCommunication Systems, Inc.         
• The Walt Disney Company        
• Wireless Idea Corp/DBA Pure Mobile Solutions

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.  

• Mobile Marketing Forum (November 28, 2006, Los Angeles, CA)
• MMA Annual General Meeting (November 29, 2006, Los Angeles, CA)

For more information, please click HERE.

Details on 2007 events coming soon! 

MMA WEBINAR SERIES
Join the Mobile Marketing Association, for its December webinar. 

Additional details to follow on www.mmaglobal.com. 

MMA webinars are free of charge and open to everyone. 

Webinar sponsorship opportunities for 2006 are SOLD OUT.  For more information on sponsoring a webinar in 2007, please contact webinar@mmaglobal.com.


MOBILE MARKETING FORUM
Presented by the Mobile Marketing Association

November 28, 2006, Los Angeles, CA

The Mobile Marketing Association welcomes Keynote Speaker
Kedar Massenburg, CEO of Massenburg Entertainment Group
to the November 2006 Mobile Marketing Forum.  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!  Sponsor opportunities still available. 

Sponsor today!  Current sponsors include:




2006 MOBILE MARKETING ASSOCIATION AWARDS DINNER & CEREMONY
The Mobile Marketing Association welcomes Keynote Speaker
Bernard Gershon, Senior Vice President, General Manager, Disn ey/ABC Digital Media Group
to its 2006 Awards Dinner & Ceremony.  Join  us for an evening honoring the hottest mobile marketing campaigns of 2006! 
For more information, please click HERE.

MOBILE MARKETING ASSOCIATION ANNUAL GENERAL MEETING
Join the MMA for its 2006 Annual General Meeting.  The MMA Annual General Meeting Global is open to MMA members worldwide!  The event will be held on November 29th, 2006 in Los Angeles, CA, at The Omni Hotel. 
For more information on the MMA Annual General Meeting, please click HERE. 

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.

DEMMX (Los Angeles, CA), November 29 & 30, 2006

3G World Congress & Mobility Marketplace 2006 (Hong Kong), December 4-8, 2006

MMA Asia Pacific Chapter
The Mobile Marketing Association will be launching its chapter in Asia Pacific (APAC) in a few weeks.  If you are interested in being a founding member company for the Asia Pacific region for the MMA, please contact Laura Marriott (laura.marriott@mmaglobal.com)

There are currently 16 MMA member companies based in the APAC region.

MMA Relaunches EMEA Chapter
In early 2007, the MMA will re-launch its regional chapter in Europe, Middle East & Africa (EMEA).  The formalization of a new EMEA chapter will lead to the creation of a new Board of Directors (elected from membership) as well as the launch of MMA committees in the EMEA region.  The following members are eligible for participation in the EMEA regional chapter:

• Members in MMA Global (who reside in EMEA Region)
• Members in MMA Global with offices in EMEA region who would like to play a larger role in EMEA (must be actively engaged in EMEA mobile marketing campaigns)

If your company is a member of MMA Global and would like to participate in the MMA EMEA chapter, please contact Laura Marriott (laura.marriott@mmaglobal.com).  A formal notification will be sent in December outlining the steps to get involved.