 Dear Readers,
Welcome to the April 2007 edition of the MMA’s Mobile Marketing Messenger.
Last week in London, the MMA launched
its Europe, Middle East & Africa (EMEA) regional chapter of the
MMA. The chapter was met with interest from both the EMEA press
community as well as our global and regional members. It is an
exciting time for the MMA as we formalize our initiatives in the EMEA
region and create a sustainable mobile marketing industry
world-wide. The EMEA chapter is chaired by Richard Saggers, Head
of Mobile Advertising for Vodafone Group Services. The EMEA
regional chapter also brings together the MMA national chapters in the
UK, Spain and Austria. Now, MMA members who join the MMA at the
global or regional level are able to participate in the activities in
UK, Spain and Austria without incurring additional membership
fees. The MMA’s goal is to launch global guidelines and best
practices initiatives at both global and regional levels are very
important. If you are interested in participating in the EMEA MMA
activities, please contact us.
The MMA also announced a new
partnership with BVDW Section Mobile, in Germany, last week. BVDW
Section Mobile is the largest mobile organization in Germany and the
MMA has partnered with BVDW to become the MMA in Germany. BVDW
Section Mobile/MMA Germany will play an integral role in MMA EMEA and
we look forward to their continued support.
In North America, we have launched two
new committee initiatives focused on diversity. The Urban Special
Interest Group and the Women in Wireless Committee launched at CTIA,
and are focused on increasing the awareness and opportunities for these
important segments. The NA committees are hard at work and we
expect to be launching four significant committee initiatives in May –
from each of the Off Portal, Marketing Strategies & Best Practices,
Mobile Advertising and Consumer Best Practices Committees. The
AOC committee has also launched a monthly Industry Review which
highlights the key news items, per month, within our global
industry. This newsletter is available on the members only site –
free of charge – for all MMA members.
With the launch of new regional
chapters and new committee initiatives, membership continues to sky
rocket in all regions. All current MMA members are listed on the
MMA website and we will be launching our first Membership Directory
shortly.
We look forward to seeing everyone at
our upcoming Mobile Marketing Forum, June 6 & 7, 2007 in New
York. The event is poised to sell out (again this year) – so if
you have not yet registered, please do so immediately. All
information on the event can be found at www.mobilemarketingforum.com.
We have an excellent line up of speakers and sponsors, and thank both
members and non-members for their continued support.
See you at the MMF in June.
Regards,
Mobile Marketing Association  
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MMA MEMBER DIRECTORY
The
Mobile Marketing Association (MMA) will issue a Membership
Directory in the spring of 2007. The Member
Directory will provide a vital industry resource for those looking to
expand their initiatives into mobile. If you have not already
responded with your company profile information, please do so
immediately (mma@mmaglobal.com). Advertising opportunities in the MMA Member Directory are still available. For more information, please email sponsor@mmaglobal.com.
2D Codes: Coming to a Phone Near You
By Laura Marriott | April 19, 2007 | ClickZ
To view the complete article, please click HERE.
Targeting a Specific Mobile Demographic
By Laura Marriott | April 5, 2007 | ClickZ
To view the complete article, please click HERE.
Press Releases
Mobile Marketing Association Announces EMEA Chapter
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Each month the Committee
News column will profile the efforts of up to four (4) of the MMA
committee initiatives. For more detailed information on committee
initiatives, please visit the committee pages or the MMA members only
site.
Academic Outreach Committee- Industry Review
The
Academic Outreach committee oversees publication of the MMA Industry
Review. The Industry Review is a monthly recap of key happenings
in the mobile industry. This month's issue includes exciting news from
CTIA as well as recent news around messaging and mobile advertising.
The MVNO space was also of significant interest in April with two major
carriers, BT and KDDI, announcing their intention to launch. The
Industry Review also contains highlights on new research from
eMarketer, IDC, Telephia, Media Screem and Broadcast Music reviews
mobile broadband usage and growth in many mobile content areas. Go to http://mmaglobal.com/modules/newbb/viewforum.php?forum=53 to read the entire issue.
Consumer Best Practices
The
NA consumer best practices committee will release the newest version of
the CBP guidelines in May. Included in the updated guidelines
will be off portal, IVR, modifications to interactive television and
charitable contributions.
Mobile Advertising
The
NA mobile advertising committee is set to release an update to its
mobile advertising guidelines in May. The document will contain
ad specifications for mobile web and downloadable applications, as well
as information regarding MMS. The committee is also working to
develop a testing lab from which to test ad sizes on handsets
world-wide.
Mobile Marketing Strategies & Best Practices
The
mobile marketing strategies & best practices committee will release
its Marketing 102 white paper in May. The white paper details the
mechanics behind launching a mobile campaign and focuses on
downloadable, streaming content, mobile web, and messaging. This
paper has been highly anticipated by all members of the association.
EMEA Committee Launches
The MMA has launched several new committees within EMEA. They include:
- Code of Conduct & Consumer Best Practices
- Mobile Advertising, led by David Barker, Enpocket & Markus Münkler, Vodafone Group
- Mobile Couponing, led by Alberto Benbunan Garzón, Mobile Dreams Factory
- Mobile Video & Television, led by Arda Kertmelioglu, Mobilera
Participation is open to all MMA members within the EMEA region.
More information on MMA committees is available at http://mmaglobal.com/modules/content/index.php?id=326. If you are interested in participating, please contact committees@mmaglobal.com.
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Mobile Messaging, the next generation
Jay Seaton, Chief Marketing Officer, Airwide Solutions
Next-generation mobile messaging networks are evolving much as the Internet has already transformed into Web 2.0.
To view the complete article, please click HERE.
Mobile to beat all advertising odds
Russell Buckley, Managing Director, AdMob
Despite
the popular belief that mobile advertising is a new kid on the block,
it’s actually been around for almost ten years in one form or another.
However, it’s only recently been delivering on its promises and the
consistent ROI desired by marketers.
To view the complete article, please click HERE.
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TWO PART WEBINAR SERIES: MAY 15 & 17, 2007
The Mobile Web - Leveraging the biggest consumer marketing in history
Sponsored by Bango
For more information, please click HERE.
Interested in webinar sponsorship? Many months for 2007 are already sold. Email sponsor@mmaglobal.com for additional details!
MOBILE MARKETING FORUM
Presented by the Mobile Marketing Association
June 6 & 7, 2007, New York Marriott Marquis
Join
us for this two 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!
2007 SPONSORSHIP OPPORTUNITIES
The
MMA has released its 2007 Mobile Marketing Forum sponsorship
kits. With FOUR Mobile Marketing Forums scheduled for 2007, these
events offer opportunities for budgets of all sizes. To view
more, please visit www.mobilemarketingforum.com.
CALL FOR SPEAKERS
The
MMA continues to accept speaker proposals for its 2007 events! If
you have a creative, interesting, and fun idea for submission, please
click HERE.
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With the launch of the EMEA
chapter, the MMA has also announced its Global Board of Directors,
chaired by NA Chairman Cyriac Roeding, CBS Corp. The members of
the MMA Global Board of Directors includes:
- 21 Communications, David Turchetti, CEO
- AKQA Mobile, Daniel Rosen, Group Head
- CBS Corp., Cyriac Roeding, EVP Wireless
- dotMobi (Mobile Top Level Domain, Ltd), Neil Edwards, CEO
- Enpocket, Inc., Sandy Agarwal, Managing Director-Asia Pacific
- Fox Mobile Entertainment, Mitch Feinman, SVP
- mBlox, Inc., Jay Emmet, President
- Microsoft (MSN and Windows Live), Matt Champagne, Director, Mobile Product Management
- Mobile Dreams Factory, Alberto Benbunan Garzón, Director
- Mobile Marketing Association, Laura Marriott, Executive Director
- Mobile Marketing Association Spain, Sixto Arias, President & Founder
- Nokia Corporation, Jawahar Kanjilal, Director, Multimedia Experiences
- OgilvyInteractive, Ken Mandel, CEO, Neo@Ogilvy, Asia Pacific
- The Coca-Cola Company, Tom Daly, Group Manager, Strategy & Planning
- The Hyperfactory, Geoffrey Handley, New Business Director-Asia Pacific
- Vodafone, Richard Saggers, Head of Strategy and Planning Future Products
The MMA welcomes newsletter
contributions from MMA members in all geographies. As the MMA
continues to expand, we will be launching newsletters in each region –
expected in Q3-07.
If you would like to get involved in any of our global initiatives, please email mma@mmaglobal.com
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The Mobile Marketing Association distributes our newsletter at the
end of each 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
Opinions
expressed in the Mobile Messenger articles are those of the
authors. The MMA does not endorse trademarked products mentioned
in this publication; their inclusion is solely at the discretion of the
authors.
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The MMA is located at 75 Manhattan Drive, Suite 204, Boulder, CO 80303 |
Mobile Local Search
Mobile Messaging Analyst