On July 15, it will be two years since I joined the MMA – having previously served on the MMA Board of Directors – and what an incredible voyage it has been thus far! Over a 900% growth rate in new membership and association revenues; new regional chapters in Europe, Middle East & Africa (EMEA) and Asia-Pacific (APAC); Mobile Marketing Forum events which have grown significantly with our most recent hitting almost 700 attendees; and, a membership base which now has participation from over 2700 active member individuals. The time has flown by and I would like to thank a few people for their commitment to growing our industry and association – and ultimately helping us be successful:

• Jim Manis, 1024 Wireless Services & MMA Chairman 2003-2005
• Louis Gump, The Weather Channel Interactive & MMA Chairman 2006
• Cyriac Roeding, CBS Corp & MMA Global & NA Chairman 2007
• Richard Saggers, Vodafone Group Services & MMA EMEA Chairman 2007
• Sandy Agarwal, Enpocket & MMA APAC Chairman 2007
• MMA Board of Directors & Executive Committee members – 2005, 2006 & 2007
• MMA Committee leadership & participants
• MMA sponsors and contributors
• MMA Staff & Contractors – with a special thanks to MMA staff members Stacey Sayer, Jeremy Zimmerman and Denise Ocampo

And a very special thanks to my good friends, Jim & Louis, for making that first trip out to Colorado to hire me. What a journey it has been!

The Mobile Marketing Association is made strong though the commitment of our membership. The months and years ahead will continue to see the MMA reinforcing our leadership through education and evangelization of the mobile channel as well as increased focused on expanding the guidelines and best practices for our industry. Our overall goal is to ensure the continued development of a healthy and vibrant mobile marketing industry inclusive of mobile advertising and content. Thank you all for your contributions, I look forward to building our combined successes over another two years!

The MMA Messenger will be taking a month off in July 2007 – so enjoy the summer month and we will be back on-line in August. See you soon.

Regards,

Laura Marriott
President
Mobile Marketing Association

MMA Articles

What’s the ‘Deal’ with Participation TV?
By Laura Marriott | June 28, 2007 | ClickZ
To view the complete article, please click HERE.

Participation TV: Beyond American Idol
By Laura Marriott | June 26, 2007 | RCR Wireless News Mobile Content and Culture
To view the complete article, please click HERE.

Playing by the Rules
By Laura Marriott | Summer 2007 | European Communications
To view the complete article, please click HERE.

The Need for Mobile Measurement
By Laura Marriott | May 31, 2007 | ClickZ
To view the complete article, please click HERE.

MMA Press Releases
DOTMOBI ADVISORY GROUP AND MOBILE MARKETING ASSOCIATION FORM GLOBAL INDUSTRY ALLIANCE

MOBILE MARKETING ASSOCIATION MEMBERSHIP CONTINUES STEADY GROWTH

MARKETING, MEDIA AND ADVERTISING TOOK CENTER STAGE DURING SOLD OUT MMF

MMA INCREASES FOCUS ON MEASUREMENT OF MOBILE MARKETING SUCCESSES

GSMA AND MMA COLLABORATE TO ACCELERATE GLOBAL DEVELOPMENT OF MOBILE ADVERTISING

MMA ANNOUNCES FORMATION OF PARTICIPATION TV COMMITTEE

MOBILE MARKETING ASSOCIATION’S INTERNATIONAL JOURNAL OF MOBILE MARKETING NOW AVAILABLE

MMA UPDATES ADVERTISING GUIDELINES WITH FOCUS ON DOWNLOADABLE CONTENT AND MOBILE

MOBILE MARKETING FORUM HIGHLIGHTS MOBILE ADVERTISING, MEDIA AND ENTERTAINMENT

MOBILE MARKETING FORUM ANNOUNCES ADDITIONS TO ITS KEYNOTE ROSTER

MMA MEMBER DIRECTORY
The Mobile Marketing Association (MMA) will issue a Membership Directory in July 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 asap (mma@mmaglobal.com).  Advertising opportunities in the MMA Member Directory are still available.  For more information, please email sponsor@mmaglobal.com. 

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.

New Global Committee – Measurement
The Measurement launched in early June and will focus on three areas: 1) an advertising currency definition & quantification, (2) definition of mobile success as part of a cross media marketing mix, and (3) education on the importance of measurement to brand marketer engagement of the mobile channel.  The committee is chaired by Tim Goudie, The Coca-Cola Company and Hervé LeJouan, M:Metrics.  Board sponsorship is provided by Tom Daly, The Coca-Cola Company.

New NA Committee – Participation TV
The Participation TV committee will establish a set of guidelines for all companies that provide services for the distinctive needs of the interactive/participation TV sector.  The committee is chaired by Katrina Moran, Granada America and Troy Sample, Telescope Inc.

NA Off Portal Content
The NA Off Portal Content Special Interest Group has released the Market Opportunity – Guide to Off  Portal.  The Backgrounder can be downloaded from http://www.mmaglobal.com/offportal.pdf   The white paper provides a background of the off portal space, a summary of the opportunity, and relevant information for consideration in launching an off portal web site.

Academic Outreach – International Journal of Mobile Marketing
The June 2007 edition of the International Journal of Mobile Marketing, released by the MMA’s Academic Outreach committee, is now available!  Go to http://mmaglobal.com/modules/content/index.php?id=318 to subscribe to the world’s only journal dedicated to mobile marketing.

Recent Committee Releases

• Industry Glossary, issued by the Nomenclature task force
• Mobile Advertising Guidelines, issued by the NA Mobile Advertising committee
• Understanding Mobile Marketing: Technology & Reach, issued by the Mobile Marketing Campaign Strategies & Best Practices committee
• Off Portal Backgrounder, issued by the Off Portal Special Interest Group

Upcoming Committee Releases
Committee deliverables to be released in the coming months include:

• Education
  • Mobile Commerce
  • Mobile Promotion & Sweepstakes
  • Mobile Search Use Cases
• Guidelines
  • NA Consumer Best Practices
  • EMEA Mobile Advertising Guidelines

NEW COMMITTEES – MARKETING TO CHILDREN, IVR and COMMUNITIES & UGC
The MMA will soon be launching three new committee initiatives which include:  Marketing to Children & Interactive Voice Response (IVR) – both sub-committees of Consumer Best Practices as well as a Communities & User Generated Content (UGC) committee.  If you are interested in participating in any of these new initiatives, please contact committees@mmaglobal.com

For more information on all committee initiatives or to participate in any of these groups, please contact committees@mmaglobal.com or go to http://mmaglobal.com/modules/content/index.php?id=326.

BBVA (Universal McCann)

Friendly’s iScream Give Us a Shout campaign (Cellit Mobile Marketing)

Visa’s Mobile Viral Marketing Campaign (Madhouse)

Pepsi Super Bowl (Sprint Mobile Media Network)

Coca-Cola Videogoals (Universal McCann)

GOODYEAR HI-Q AUTOMOTIVE’s CAMPAIGN TO MEASURE CUSTOMER SATISFACTION (Touchwork)

PEPSI & GNCTRKCLL (Aerodeon Turkey)

Mobile Messaging Analyst
MMA Members Receive a 20% Discount on this publication
To view complete details, please click HERE.

The Four Pillars of Successful Mobile Marketing
Chapter excerpt from Mobile Persuasion: Perspectives on the Future of Influence
Published by Stanford University's Mobile Persuasion Lab, April 2007
by Eric Holmen, President, SmartReply, Inc.
Mobile marketing has potential to make the mobile phone experience miserable. Because mobile communications are highly personal, they differ from other advertising-enriched technologies, including radio, TV and web. Mobile advertisers have little understanding of the recipient’s environment when messages are delivered. With TV or Internet advertising, marketers can be fairly certain of conditions and engagement with content. That is not the case with mobile ads, though done well, mobile marketing offers great value to advertisers and recipients.
For the complete article, see HERE

MOBILE MARKETING FORUM
Presented by the Mobile Marketing Association
October 9 & 10, 2007, Europe (in partnership with Informa)
November 14, 2007, Los Angeles, USA
December 6, 2007, Hong Kong (in partnership with Mobility World (Beacon Events))



Join us for the premier event in Mobile Marketing discussing the latest tips, trends, strategies and case studies for mobile marketing. Mobile, the hot new channel, always on, always available and everywhere!  Visit http://www.mobilemarketingforum.com/ for additional details!

2007 SPONSORSHIP OPPORTUNITIES
The MMA has released its 2007 Mobile Marketing Forum sponsorship kits.  With THREE MORE 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.

MOBILE MARKETING DINNER & AWARDS – MARK YOUR CALENDARS!
The MMA will be hosting its annual awards ceremony on November 14, 2007 in Los Angeles.  More details to follow soon.

MOBILE MARKETING ASSOCIATION – ANNUAL GENERAL MEETING – MARK YOUR CALENDARS!
Additional details to follow.
October 8, 2007 - Europe
November 15, 2007 – Los Angeles
December 7, 2007 – Hong Kong

ad:tech Chicago (Chicago, Illinois) July 31 – August 1, 2007

The Mobile Marketing Association continues to build its presence in markets all over the world. The MMA currently has over 400 member companies in over 42 countries and is expanding membership daily. The MMA has launched regional chapters in:

• Asia Pacific
• Europe, Middle East & Africa
• North America

The MMA will be launching its Central & Latin America chapter in late September 2007.  Laura Marriott will be in Brazil and Argentina in Late September and will be available to meet with prospective member companies. If you are interested in taking a leadership position in defining the future of the mobile marketing industry, contact us today! mma@mmaglobal.com

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.

THERE WILL BE NO NEWSLETTER DISTRIBUTED IN JULY 2007.

Register for our newsletter today by clicking HERE.

Contact Information
Mobile Marketing Association
1670 Broadway, Suite 850
Denver, CO  80202
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.