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 Dear Readers,
Welcome to the October 2006 edition of the MMA Messenger.
Fall
has arrived with a splash of color and new ring tones from New York to
Istanbul. For many of us, the autumn schedule includes
opportunities to learn from each other, in person or from afar.
The
MMA has just concluded the Mobile Marketing Forum in Istanbul, Turkey.
Attendees included active leaders from countries on three continents.
The presenters did a great job of showing varied and practical ways to
participate in the market on both sides of the Atlantic. A few themes
emerged:
First, mobile web now delivers enough reach to attract
major brands. While text is still going strong with advertisers such as
FinansBank, Coca-Cola and adidas, it is now being complemented by
mobile web campaigns from compan ies like Microsoft, Shell, and Toyota.
Second, brands and agencies are starting to become more numerous and
active in this space. For example, a year ago about four Turkish firms
were reportedly conducting mobile marketing activities; now there
apparently are fifteen to twenty with many more corresponding marketing
programs. We are seeing similar growth in other countries. Third,
video is growing as a legitimate mobile content delivery and marketing
tool. We saw multiple compelling video implementations. Collectively,
these trends underscore a dynamic marketplace that is growing up.
We
thank all attendees of the event – and owe a special thank you to
Aerodeon Turkey and Turkcell for their support and encouragement.
The
MMA Global Board of Directors would also like to announce that it has
named Eric Wheeler as Vice Chairman and Treasurer for the remainder of
2006. As CEO of Neo@Ogilvy North America and Managing Director of
OgilvyInteractive, Eric will be a strong leader and advocate for the
mobile marketplace. Eric will become MMA Global Chairman in January
2007.
Lastly, how many MMA members have read the headlines
recently about ethics breaches and poor business practices? How many of
us think we can’t affect this? For anyone who feels somewhat helpless,
it might be useful to remind ourselves what the MMA is all about. Our
goal is to serve as a catalyst for delivering the promise of mobile to
consumers in a way that we all can be proud of. We have the chance to
get it right in this emerging industry. Within this context, you may
wish to ask yourself, “What am I doing to contribute to mobile
marketing in a very principled, pragmatic and consumer-friendly way?”
Regards,
Louis Gump
Chairman, Mobile Marketing Association &
Vice President Mobile, The Weather Channel 
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2006 MMA AWARDS PROGRAM
Nominations
have closed for the 2006 MMA Awards Program and the MMA would like to
thank everyone who submitted an entry! Winners will be
announced at the 2006 MMA Awards Dinner & Ceremony which will take
place immediately following the MMA's Mobile Marketing Forum, November
28, 2006 in Los Angeles, CA.
For more information on the Dinner & Ceremony, please click HERE.
MMA MEMBER DIRECTORY
The
Mobile Marketing Association (MMA) will issue a Membership Directory in
fall (November) 2006. The Member Directory will provide a vital
industry resource for those looking to expand their initiatives into
mobile.
Advertisin g opportunities in the MMA Member Directory are still available. For more information, please email sponsor@mmaglobal.com.
Annual Mobile Marketing Forum Event Reinforces Year of Growth in EMEA
Event Evangelizes Mobile Marketing Successes in EMEA Region
To view the complete release, please click HERE.
Mobile Marketing Association Creates m-Commerce Committee
Committee to Develop Mobile Commerce Best Practices and Guidelines
To view the complete release, please click HERE.
Mobile Advertising: What's In It for the Consumer?
By Laura Marriott | October 5, 2006 | ClickZ
To View Direct Link to Article, please click HERE.
With
the launch of some of the latest mobile advertising campaigns, there's
been much talk in regard to the value and impact advertisements will
have on all players in the mobile marketing space. What's not been
discussed recently is how mobile advertising may impact the consumer.
As the head of the leading trade association for mobile marketing, I've
been approached by many consumers who simply want to understand, "what
it means for me."
To view the complete article, please click HERE.
A Very Large Opportunity for Mobile Marketing
By Laura Marriott | September 21, 2006 | ClickZ
To View Direct Link to Article, please click HERE.
The
Asia-Pacific region boasts the world's largest number of mobile phone
subscribers, as well as some of the m ost active text messaging users.
To view the complete article, please click HERE.
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December 2006 MMA International Journal of Mobile Marketing
The
December 2006 volume of the MMA International Journal of Mobile
Marketing will be in print soon. This next volume provides a
unique, international, look at the diverse topics pertinent to mobile
marketing, including insights from the United States, Australia,
Finland, Bangladesh, the United Kingdom, Korea, and other regions from
around the world. The research and conceptual pieces within
Volume 2 explore the nature of mobile marketing and the variables that
drive its acceptance in various regions around the world, the
technology behind location aware marketing, mobile TV, related value
added services, and more.
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.
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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.
 How-To Guide for Going Off-Portal 
Alfredo Narez
VP Marketing, Air2Web
The mobile marketing industry is exploding as brands, agencies,
marketers and carriers invest more in multi-modal advertising and
marketing strategies. Marketers crave new revenue opportunities, ways
to replace lost advertising revenues and new methods for extending
brands into the mobile channel via participatory experiences with
consumers. But increased fragmentation in our industry continues to
cause confusion among companies aiming to launch new mobile marketing
campaigns.
To view the entire article, please click HERE.
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The Long & Short of Short Code Marketing
To view the MMA webpage with this information, please click HERE.
Game Genre Downloaded to Mobile Phone
To view the MMA webpage with this information, please click HERE.
Zoove Corp. Releases Mobile Marketing Study
Results Call for Changes in Mobile Marketing Campaigns
To view the complete research, please click HERE.
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Time To Get In The Game?
Originally published as a Mobile Insider column in MediaPost, 2006
August 22, 2006
By Steve Smith
This article was submitted to the MMA by Greystripe
To view Direct Article, please click HERE.
IN-GAME
ADVERTISING HAS BEEN ONE of the most obvious entry points for the
ad-supported game model, but until now I have seen more trials and
promises than actual deployments. All according to who you ask, mobile
gaming seems ripe for sponsor underwriting. Some market researchers
insist that portable gaming is booming and will be a $5 or $7 billion
business by 2011 or so.
To read more, please click HERE.
Forgetting the "Marketing" in Mobile? How Advertisers Can Gain Advantage in the Wireless World
As posted on Adotas.com
August 14, 2006
By Brian Hecht
This article was submitted to the MMA by Kikucall
To view Direct Article, please click HERE.
After
years of “coming soon,” the age of Mobile Marketing finally seems to be
upon us. You only need to take a casual stroll through the mall, or a
leisurely flip through the television channels to see the telltale
signs of a tipping point: On a recent trip to the mall, I spotted a
major retailer sporting window displays urging passers-by to enter a
“text-to-win” contest by sending a text message from a mobile phone.
To read more, please click HERE.
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Membership Continues to Soar!
The Mobile Marketing Association’s membership continues to skyrocket.
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.
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SPONSORSHIP OPPORTUNITIES STILL REMAIN
Limited sponsorship opportunities are still available for the following 2006 MMA events:
- 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, with sponsor JumpTap for October's exciting webinar. October’s topic will be:
Mobile Search & Advertising - Where Do I Start?
Sponsored by JumpTap
Wednesday, October 25, 2006
1:00pm ET
To register, please visit http://mmaglobal.webex.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
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, Disney/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.
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Mobile Broadband Americas (Las Vegas, NV), October 18-20, 2006
ad:tech Shanghai (China), October 18-19, 2006
MEM Asia (Singapore), November 1-2, 2006
ad:tech New York (New York), November 6-8, 2006
Mobile TV (New York), November 14-16, 2006
III Mobile VAS Conference (Russia), November 16-17, 2006
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MMA Hosts Mobile Marketing Forum EMEA
The
MMA hosted its Mobile Marketing Forum EMEA in Istanbul, Turkey on
October 10, 2006. Over 180 delegates from three continents
attended the event to discuss the opportunities and challenges in the
global mobile marketing industry. For details on the event,
please click HERE.
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-six countries. Join today - for more
information, click HERE.
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New Motion, Inc./MobileSidewalk: Product Manager (Irvine, CA)
New Motion, Inc./MobileSidewalk: Online Marketing Manager (Irvine, CA)
New Motion, Inc./MobileSidewalk: Online Search Manager (Irvine, CA)
NBC Universal: Interactive Television Technical Producer (New York, NY)
NBC Universal: Interactive Television Technical Producer (Universal City, CA)
MobileLime: Campaign Operations Coordinator (Watertown, MA)
MobileLime: Lead QA Engineer (Seattle, WA)
U-Turn Media Group: Affiliate Sales Executive (Denver, CO)
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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: +1.303.499.0952
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