Dear Readers,

Welcome to the May 2007 edition of the MMA’s Mobile Marketing Messenger.

2007 continues to be a year of rapid growth both for the mobile industry and our association. Our membership continues to experience vertical growth and the number of key initiatives being undertaken by our membership is also skyrocketing! Mobile advertising continues to a hot topic for all in the ecosystem. We are seeing more brands and agencies engage the mobile channel, the number of consolidations continues to grow – as well, the number of associations with interest in guidelines and best practices around our mobile marketing industry also increases. To respond to the growing interest, the MMA is establishing partnerships with some key associations. The goal is to drive the creation of a single global industry mobile advertising approach – ultimately providing simplicity of mobile market participation for companies worldwide. The MMA is also beginning to increase its focus in the mobile content arena, with the launch of the Urban Special Interest Group and will be launching a number of key new initiatives in mobile content. Announcements are forthcoming.

On June 6 & 7 in New York, the MMA will be hosting its Mobile Marketing Forum (http://www.mobilemarketingforum.com/). The response and enthusiasm for this event has been overwhelming! We have participation from MMA membership from all regions of the world, we have speakers from the brand, agency, operator and technology enabler communities, and we have the launch of a number of significant initiatives from MMA committees. It is shaping up to be an event not to be missed! We would like to thank our corporate, media and association sponsors for their continued support of the MMA and our events. If you are not planning to join us in New York, we look forward to seeing you at our other 2007 events – in Amsterdam, Los Angeles or Hong Kong.

As always, please do not hesitate to contact us as you begin your mobile marketing journey or as you continue to drive successes in your existing initiatives and campaigns. The Mobile Marketing Association’s success is based on its member’s leadership and contributions. Thank you for your ongoing support and enthusiasm. We are building the mobile marketing industry, globally, together.

We look forward to seeing each of you soon.

Regards,

Mobile Marketing Association

MMA MEMBER DIRECTORY
The Mobile Marketing Association (MMA) will issue a Membership Directory in the 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.  

The Mobile Knowledge 
By Laura Marriott | May 17, 2007 | ClickZ
To view the complete article, please click HERE.

Yahoo's Commitment to Mobile
By Laura Marriott | May 17, 2007 | ClickZ
To view the complete article, please click HERE.

Press Releases
Mobile Marketing Forum Showcases Agency, Brandy and Media Company

MMA Attracts Industry Leaders to its Mobile Marketing Forum

BVDW Section Mobile to Become the German Representative of the Mobile Marketing Association

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.

NA MMA Committee Meetings On June 5 in New York, each of the MMA North American committees and working groups will be meeting to discuss projects and priorities for upcoming education, guidelines and releases. If you are a current MMA member and interested in participating in the committee activities, please check the MMA member only home page for more details on upcoming meetings.

Academic Outreach Committee- Industry Hournal of Mobile Marketing
The Academic Outreach Committee will release the June 2007 edition of the International Journal of Mobile Marketing on June 6. The Journal will highlight a number of topics in mobile marketing including Parameters of Mobile Advertising, Branding Cross Media Effects, Consumer Impact from Mobile Advertising, and much more! To order your copy, go to http://mmaglobal.com/modules/content/index.php?id=318

Consumer Best Practices
The NA Consumer Best Practices committee will release the next edition of its US CBP Guidelines in June. The updated guidelines will include guidelines defining WAP (mobile web), Interactive Voice Response (IVR), charitable contributions and modifications to guidelines concerning interactive television. Please watch for news discussing this important release!

Mobile Advertising
The NA Mobile Advertising committee is releasing its next revision of guidelines which highlight new sections on downloadables and MMS – as well as discusses the new testing lab initiative.

Mobile Marketing Strategies & Best Practices
The Mobile Marketing Campaign Strategies & Best Practices Committee will release its much anticipated white paper on Mobile Marketing Technologies & Reach at the Mobile Marketing Forum on June 6. The white paper details the mechanics behind launching a mobile campaign and focuses on downloadable, streaming content, mobile web, and messaging. It is a valuable tool for marketers seeking to understand the mechanics of a mobile campaign.

Upcoming Releases
Other releases to follow in the coming months include:

• Education
  1. Mobile Commerce
  2. Mobile Promotion & Sweepstakes
  3. Mobile Search Use Cases
  4. Off Portal Market Overview
• Guidelines
  1. Consumer Best Practices
  2. EMEA Mobile Advertising Guidelines

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.

Mobile TV World Forum (London, England) June 11 – 12, 2007

Alexander Resources Seminar (Dallas, Texas) June 12 – 13, 2007

Practical Mobile Marketing Today (London, England) June 25 – 26, 2007

ad:tech Miami (Miami, Florida) June 26 – 27, 2007

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 2007. 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 MMA has also partnered with MMA chapters and associations in specific countries to join the MMA global and regional initiatives. Member companies in the UK, Spain, Austria and Germany may now participate in MMA regional activities through our partnership with MMA national chapters in UK, Spain and Austria – and BVDW Section Mobile in Germany. Additional new national partnerships will be announced shortly. The MMA will be launching committee initiatives in each region to define the education, research, guidelines and best practices for the mobile media industry. A complete list of committees and opportunities, by region, can be found at http://www.mmaglobal.com/

And finally, the MMA has recently concluded its Board of Director meetings in all regions – and will be launching some exciting new initiatives in the coming months! Watch for announcements highlighting new opportunities to get involved.

Helio: Sr. Manager, Web Services (Los Angeles)

NMS Communications: Marketing Account Manager (New York/New Jersey)

Zingy: Director of Marketing (New York, NY)

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.