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Dear Readers,
Welcome to the September 2006 edition of the Mobile Marketing Messenger.
The Fall trade show season is upon us
once again – and it is looking to be a busier Fall than most with more
and more events coming online in all regions. The MMA itself
hosts some of its largest mobile marketing events of the year in the
Fall – with the Mobile Marketing Forum and Annual General Meeting in
EMEA in Istanbul, Turkey in October, followed by our Global Mobile
Marketing Forum and Annual General Meeting in Los Angeles in
November. It is a busy time. The MMA events offer the
industry one of the best opportunities to learn how to engage the
mobile channel – as well as identify new opportunities for those well
versed in mobile. Adoption of the mobile channel is skyrocketing,
be a part of it by planning to attend one of these upcoming events.
The MMA Global Awards deadline for
submissions is fast approaching. Don’t forget to submit your
entries for our 2006 Global Awards program. The deadline for
submissions, in all categories, is September 30, 2006. For
details on the awards program and for a copy of the submission form,
please see below for more information. The Awards will be
presented at the MMA Awards Dinner on November 28, 2006 in Los Angeles.
Fall also brings with it change – and
with the changing of the leaves, we will also be launching changes to
some of our foundation guidelines. Both Consumer Best Practices
and Mobile Advertising Guidelines will see some significant updates in
late September, early October. Watch the MMA website for more
information.
From the MMA, thank you all for your
continued support of our association and our initiatives. The
association and industry are stronger due to the commitment and passion
shared by all in the mobile space. I hope to see each of you on
the trade show circuit this Fall. The MMA and its members will be
represented at events in Europe & the Middle East, North America
and Asia Pacific. If you would like to meet with the team, please
let us know.
All the best for a successful Fall season!
Regards,
Laura Marriott
Executive Director
Mobile Marketing Association
 
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2006 MMA AWARDS PROGRAM
Nominations
are being accepted for the MMA’s 2006 Awards! This is your
opportunity to recognize industry leaders and their commitment to
excellence in marketing the mobile channel. Awards will be given
in the following categories:
- Best Use Of Mobile Marketing
including branding, direct response, promotion, relationship building,
product and/or services launch, search marketing and cross media
integration
- Innovation Award
- Innovation Award for Creativity including technology and/or media
- Outstanding Individual Achievement In Mobile Marketing
- Mobile Marketing Association Award For Overall Excellence (Company and/or Committee)
For more information, please click HERE.
To download a nomination form for Innovation categories, please click HERE.
To download a nomination form for all categories (except Innovation), please click HERE.
The deadline to submit nominations is September 30, 2006.
The
2006 Awards Dinner & Ceremony will take place immediately following
the MMA's Mobile Marketing Forum, November 28, 2006 in Los Angeles,
California.
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. Membership information is being compiled and the
directory will be issued in the next few weeks.
Mobile Marketing Association Announces Awards Judges
Annual Event Recognizes Industry Leaders in Advancing Mobile Marketing Worldwide
To view the complete release, please click HERE.
More than 20 New Members Join Mobile Marketing Association
Global Validation of Mobile Channel Fuels Membership Growth
To view the complete release, please click HERE.
The ABCs of Mobile Marketing, Part 1
By Laura Marriott | September 7, 2006 | ClickZ
To View Direct Link to Article, please click HERE.
Mobile
marketing has experienced enormous growth over the past year because
technology innovations have allowed us marketers here in North America
to conduct campaigns across carriers. The industry also smartly created
the means for brands to monetize the mobile channel and to make it fun
for consumers, while enabling those brands to create and solidify their
position with consumers -- and to make money. It's win-win.
To view the complete article, please click HERE.
Location-Based Services: Ready for the Main Stream?
By Laura Marriott | August 24, 2006 | ClickZ
To View Direct Link to Article, please click HERE.
For
years, we've used the same example when discussing location-based
services: imagine you're walking past a Starbucks and a coupon for a
dollar off a latte is pushed to your mobile device just as you pass the
store. Wow. An overused example, perhaps, but also a sign of things to
come?
To view the complete article, please click HERE.
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Consumer Best Practices
The Consumer Best
Practices (CBP) Committee will be releasing an update to the CBP
Guidelines in late September. Watch the MMA website for more
information.
Mark your calendars for the next Consumer Best Practices Industry
Forum to be held in Denver, Colorado on Thursday, January 11,
2007. The Forum will be open to all interested industry
participants. Additional details to follow closer to the event.
m-Commerce
The MMA has recently launched
a Mobile Commerce (m-Commerce) Committee. The committee is open
to all members of the MMA. For information, please refer to the
Members Only Forum.
Mobile Advertising Standards
Mobile
Advertising guidelines and best practices are one of the key
initiatives being undertaken by the MMA. MMA Ad Standards
committee members are currently working on research and guidelines
around:
Messaging
Mobile web
Mobile television & video
Downloads
The
Committee will be releasing updated guidelines in September --
with new formats to follow later in the Fall. For a current
version of the mobile advertising guidelines, 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.
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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.
 ThinkPad, Think Lenovo, Think Mobile, Think Big 
Thomas Burgess
CEO, Third Screen Media
In the course of the past year, we’ve
seen many major brands dip their toes in the mobile advertising
pond. And for good reason. The water was pristine and
inviting. The pond has grown into a large body of water, and the
swell of many major brands, publishers, agencies and carriers joining
in has led the banks to flood. Our pond runneth over.
Now that the water has been tested,
more brands than ever are diving in. When once an average mobile
advertising campaign neared $25,000, some now average well over
$350,000. With an ever-growing inventory from which to choose,
major brands are realizing the possibilities of the mobile platform,
including reaching a targeted, influential consumer base that has
become increasingly mobile.
To view the entire article, please click HERE.
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Reach the Mobile Consumer
Chapell & Associates' president explains how to reach mobile audiences.
As posted on iMediaConnection.com
August 18, 2006
By Alan Chapell (Chapell & Associates)
This article was submitted to the MMA by Chapell & Associates
To view Direct Article, please click HERE.
One
of the most cited features of mobile phones is just how personal they
are. Mobile devices are frequently used, rarely shared, and often
carried with consumers wherever they go-- a recipe unmatched by most
other forms of media. But just how adept are mobile marketers at using
personalization?
To read more, please click HERE.
AdMob Gets Backed By Sequoia Capital, Adds to its Board of Directors
As posted on Adotas.com
September 8, 2006
This article was submitted to the MMA by AdMob
To view Direct Article, please click HERE.
It
has been announced that AdMob, a global online mobile ad network formed
earlier this year, will be receiving Series A funding from Sequoia
Capital. The capital will be used to support continued growth, expand
sales and marketing efforts, as well as to accelerate the development
of Web-based products and services.
To read more, please click HERE.
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 Academic Review
Understanding the Common Short Code: Its Use, Administration, and Tactical Elements
Michael Becker, EVP Business Development, iLoop Mobile, Inc.; Michael Ahearn, Senior Director of Marketing, iLoop Mobile, Inc.
Including editorial contributions from:
Richard Vile, VP Wireless Products, NeuStar, Inc.
Prepared for the Global Mobile Marketing Association
(For more information, or to discuss this article in more detail, please contact Michael Becker at research@mmaglobal.com)
With the proliferation and fragmentation of media touch points,
consumers are becoming harder and harder to reach effectively.
Marketers, brands, enterprises, ad agencies and content owners have
recognized the absolute necessity of cutting through the media
cacophony to find ways of engaging their audience in an informative,
interactive, and entertaining way (Bauer et al. 2005, Byron
2006). With the universal adoption of mobile devices into the
consumers’ lifestyle, mobile marketing has become the most obvious
solution to this problem. The most common form of mobile marketing is
when marketers enhance their traditional media channels with a mobile
call-to-action in order to create a personal interaction that consumers
value (Becker 2005). Dupree & Bosarge (2006) support this notion,
“with the advent of wireless technologies, all bets are off regarding
media touch points; the home-based tether has been severed and media
consumption locations are virtually anywhere. Handheld and portable
devices from smart phones to PDAs redefine the relationship with media,
making it an increasingly personal choice.” Leading industry brands and
marketers are committing anywhere from 5 to 25 percent of their
near-term advertising and promotional marketing budgets to interactive
digital media–including mobile (Airwide 2006; Pearse 2005). Airwide
Solutions also notes, from a recent study they conducted, that by 2008
89% of brands expect to be using text and multimedia messaging to reach
their audience (Airwide 2006). A recent study by The Shosteck Group
validates this claim, estimating that mobile advertising, which is a
subset activity of mobile marketing, will generate in excess of $10
billion in annual revenues by 2010, up from $1 billion today (The
Shosteck Group 2006). Mobile marketing is here to stay and is
increasingly becoming a critical component of any brand or content
owner’s marketing mix. If 20th century marketing was defined by radio,
television, and most recently the Internet, there is a reasonable
argument that 21st century marketing will be the “mobile
century” and have mobile at its core.
To view the complete Academic Review, please click HERE.
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Membership Hits New Heights!
The Mobile Marketing Association’s
membership continues to grow at record rates. We welcome the
following new members to the MMA:
- Action Engine
- AzoogleAds
- Cellit, LLC
- Funmobile Limited
- J.D. Power and Associates
- Lightspeed Research
- Mobio Networks
- Toyota Motor Sales USA, Inc.
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
Sponsorships are available for the following MMA events:
- Mobile Marketing Forum EMEA (October 10, 2006, Istanbul, Turkey)
- MMA Annual General Meeting EMEA (October 11, 2006, Istanbul, Turkey)
- Mobile Marketing Forum GLOBAL (November 28, 2006, Los Angeles, CA)
- MMA Annual General Meeting GLOBAL (November 29, 2006, Los Angeles, CA)
- Webinar Series
For more information, please click HERE.
MMA EVENTS
NEW MMA WEBINAR SERIES
The
Mobile Marketing Association (MMA) is launching a monthly webinar
series. Each month, the series will highlight a topic that is
relevant to mobile marketing. September’s topic will be:
Mobile Marketing 101
An Introduction to the Mobile Channel
Sponsored by VeriSign, Inc.
Wednesday, September 20, 2006
1:00pm ET
To register, please visit http://mmaglobal.webex.com
MMA webinars are free of charge and open to everyone.
Sponsorship opportunities are available for upcoming webinars. For more information, please contact webinar@mmaglobal.com.
MOBILE MARKETING FORUM
Presented by the Mobile Marketing Association
October 10, 2006, Istanbul, Turkey
November 28, 2006, Los Angeles, CA
Join us for these one day
conferences 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:
MOBILE MARKETING ASSOCIATION ANNUAL GENERAL MEETINGS
Join
the MMA for its 2006 Annual General Meetings. Please note, the
MMA Annual General Meeting EMEA is open to all MMA Members. The
MMA Annual General Meeting Global is limited to MMA Global members only.
-
October 11, 2006, Istanbul, Turkey
-
November 29, 2006, Los Angeles, CA
For more information both the EMEA and Global MMA Annual General Meeting, please click HERE.
MMA SPONSORED EVENTS
OMMA (New York, NY), September 25-26, 2006
MIXX Conference & Expo (New York, NY), September 25 & 26, 2006
iMobicon (Seoul, South Korea), September 26-27, 2006
Direct Marketing Association Conference & Exhibition (San Francisco, CA), October 14-19, 2006
Entertainment & Media Forum (Beverly Hills, CA), October 17-19, 2006
Mobile Broadband Americas (Las Vegas, NV), October 18-20, 2006
ad:tech Shanghai (China), October 18-19, 2006
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MMA Launches Mobile Marketing Forum EMEA
The
MMA will be hosting its first events in the EMEA region in early
October. Events include a Mobile Marketing Forum and an Annual
General Meeting. For details, please see HERE for more information!
What: MMA Mobile Marketing Forum EMEA
When: October 10, 2006
Location: Istanbul, Turkey
What: MMA Annual General Meeting EMEA
When: October 11, 2006
Location: Istanbul, Turkey
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 - http://mmaglobal.com/modules/content/index.php?id=59
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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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