 Dear Readers,
Welcome to the January 2007 edition of the MMA’s Mobile Marketing Messenger.
Growth. 2006 can be summarized as a significant year of growth for
both the industry and the association. And, as we enter 2007, the
pace at which our industry is moving is not slowing down. The MMA
is launching new regional chapters in Asia Pacific and (relaunching)
Europe, Middle East and Africa. Our goal is to build industry
awareness and excitement around mobile marketing – as well as launch
guidelines and best practices for all regions.
The MMA has also elected new Board of Directors for both the North
America and Asia Pacific regions. An announcement will follow
shortly announcing the Board representatives in each region.
As we begin a very busy trade show season, I would like to encourage
each of you to reach out to the MMA Board of Directors and MMA Staff to
determine how you can best get involved and leverage the resources that
the MMA has to offer. The MMA will also be hosting its very
successful Mobile Marketing Forum in June in New York City – last year
sold out, so book your plans early!
See you soon!
Regards,
Mobile Marketing Association  
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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.
Consumer Best Practices
The
MMA Consumer Best Practices Committee hosted over 180 representatives
from across the mobile media industry in Denver in early January to
discuss key opportunities and issues impacting our mobile marketing
space. The day after the industry forum the committee met to
integrate feedback into the next revision of the Consumer Best
Practices, set for release in Q2-07. Topics discussed included
affiliate marketing, mobile promotions and sweepstakes, WAP off deck
and Interactive Voice Response (IVR).
Mobile Advertising
The
Mobile Advertising Committee has recently added Michael Bayle from
Yahoo! to a co-chair position within the committee - joining current
co-chairs Heidi Lehmann (Third Screen Media) and Kim Olson (Sprint
Nextel). The Committee has a large number of initiatives planned
for 2007 including expanded customer experience and implementation
formats for mobile web, messaging, downloadables and mobile video and
television. If you are interested in taking a leadership role in
defining the guidelines for the emerging mobile advertising ecosystem,
please contact us.
Academic Outreach– Industry Newsbrief
The
Academic Outreach Committee publishes a monthly industry newsbrief, for
all MMA members, which concisely focuses on key industry announcements
for each month. The newsbrief is accessible for MMA members only
from the Members Only homepage- or by click on the following
link: http://mmaglobal.com/modules/newbb/viewforum.php?forum=53
Women In Wireless
At
the Annual General Meeting in November, we spoke about the launch of a
new initiative for the women leaders of the mobile media
industry. The MMA will be launching a Women In Wireless
initiative to focus on encouraging greater female participation in our
industry. We expect to have news, for MMA membership, on how to
participate and our key objectives shortly.
Purchase the MMA International Journal of Mobile Marketing today!
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.
 In A Publisher’s World Mobile Advertising Reigns Supreme
By: Tom Burgess, CEO, Third Screen Media
In
November, Third Screen Media’s “Hold The Phone!” column introduced the
mobile advertising ecosystem by highlighting the evolution of the
industry. In the coming months, Third Screen will take
a closer look at each of the major players involved—including carriers,
agencies and advertisers, technology providers, publishers and the
mobile subscribers—to show how each entity affects the industry and
what part each will play in the overall growth of the ecosystem.
This
month, Third Screen Media sat down with Matt Jones, director
of mobile strategy and operations for Gannett Digital—which includes
Gannett’s 113 domestic local print and broadcast properties and USA
TODAY—to get the publisher’s perspective on the mobile advertising
industry.
To view the entire article, please click HERE.
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10 Tips for Going Mobile –Today
By Mike Baker, CEO of Enpocket
There’s
never been a better time to launch a mobile marketing program.
There’s a substantial audience of consumers using their mobile phones
to send text messages, share pictures, surf the Web, download content
and even watch TV. And this audience has shown an increasing
willingness to engage with brand communications across these activities.
To read more, please click HERE.
The Consumer On-the-Run Market
Elizabeth Chaney, VP, Consumer Experience Services, iO™ global
On-the-Run Lifestyles: The Convergence of Choice and Control
Individuals
with on-the-go lifestyles are not a new phenomena. The first
opportunity to measure and track it came with the banks’ introduction
in the 1970’s. This simple self-service technology re-defined the
banks’ relationship with their customers.
To read more, please click HERE.
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Mediating effects of Privacy & Preferences Management on
Trust and Consumer Participation in SMS Based Mobile Marketing
Initiatives: Part Two of a Two Part Article
Michael Becker, EVP Business Development, iLoop Mobile, 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
This article is the second part to the November 2006 article
“Mediating effects of Privacy & Preferences Management on Trust and
Consumer Participation in SMS Based Mobile Marketing Initiatives: Part
one of a Two Part Article” http://mmaglobal.com/modules/wfsection/article.php?articleid=642).
Part one of this article presents the hypothesis that a firm’s privacy
and preferences management program could positively influence consumer
trust in a brand and consequently lead to increased consumer loyalty
and consumer participation in the firm’s mobile marketing initiatives,
which in turn could lead to an increase in consumer consumption of the
firms goods and services.
To view the complete Academic Review, please click HERE.
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2007 SPONSORSHIP OPPORTUNITIES
The
MMA has recently released its 2007 Mobile Marketing Forum sponsorship
kits. With FOUR Mobile Marketing Forums scheduled for 2007, these
events are the perfect opportunity 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.
MMA WEBINAR SERIES
Webinar
sponsorship opportunities for 2006 SOLD OUT. Secure your spot in
hosting one of the MMA's monthly webinars in 2007. 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 as they become available!
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Q1-07 is shaping up to be a very active year for the MMA on a global
basis. The MMA is launching new regional chapters in both the
Asia Pacific (APAC) and the Europe, Middle East & Africa (EMEA)
regions.
The Asia Pacific chapter of the MMA will launch on February 7, 2007
in Hong Kong, with over 20 founding member companies. The Board
of Directors is comprised of individuals from 21 Communications, The
Hyperfactory, Nokia Corporation, OgilvyInteractive, Enpocket, Inc.,
Beijing Innovative Linkage Technology Ltd., Buongiorno, CRE8, Ericsson
AB, FOX Mobile Entertainment, Twentieth Century FOX/News Corp., g8wave,
Isobar, M Cashback (Thailand) Ltd., Madhouse Inc., Microsoft (MSN and
Windows Live), Monstermob/9 Squared, Inc., mTLD Top Level Domain, LLC
(.mobi), Openwave, Puca Technologies, Radius-ED Sdn Bhd, The Coca-Cola
Company, VeriSign, Inc., Vidiator, and Yahoo!
More details on the Asia Pacific launch will follow soon.
The EMEA chapter is scheduled to re-launch in early March
2007. A call for candidates for the Board of Directors as well as
founding member companies will be made the week of January 29,
2007. All MMA Global and Regional members are welcome to
participate.
The MMA will also be launching an EMEA Mobile Advertising Committee
initiative. If you are interested in participating, and are based
in the EMEA region, please reach out to mma@mmaglobal.com to get involved.
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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
Nicole Reak, Mobile Messenger Editor
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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