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| Message from the MMA |
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Dear Readers,
 Welcome
to the April 2008 edition of the Mobile Marketing Association’s (MMA)
Mobile Marketing Messenger. Whew! What an incredible month of activity
it has been for the MMA in all regions of the world!
First of all, we are pleased to announce that the MMA has officially
launched its LATAM chapter on March 26 & 27 in São Paulo. The event
SOLD OUT and drew attendees from across the mobile ecosystem. It was a
great opportunity for companies and members from across the globe to
experience the opportunities in the fast growing Brazilian market. The
same week, the MMA also sent a delegation to Buenos Aires, Argentina
and Mexico City, Mexico, where we met with another 150 plus individuals
in these markets. We are currently in the midst of the elections for
the Board of Directors and look forward to helping LATAM build a
sustainable industry for mobile marketing.
As the MMA ‘goes global’, we are thrilled to announce the release of
our GLOBAL Mobile Advertising Guidelines. The Guidelines were the
result of collaboration from our Mobile Advertising Committees in all
regions and now include guidelines for display (mobile web and
downloadables) and messaging (MMS and SMS). For more information,
please refer to the committee section below. The MMA will be releasing
other key guidelines over the course of the next few months – and we
anticipate a significant number of announcements around our June Mobile
Marketing Forum event – as well as Committee meetings to be held on
June 9.
In March, the MMA announced that its Women in Wireless committee has
partnered with The Wireless Foundation’s Wireless AMBER Alerts program.
Nearly 800,000 children go missing in the US alone each year. Over the
past ten years, the AMBER Alerts program has been credited with
returning over 350 children safely. With the advent of the mobile
alerts program in May 2006, the ability to reach the public on a mass
scale quickly became possible. This is an opportunity for those in the
wireless industry to use technology and the power of mobile to make a
genuine difference in their community and save a child’s life. We
encourage you, your friends and colleagues to sign up for this
important program by texting the word “AMBER” followed by a space and
your 5-digit US ZIP Code to 26237 or by going to www.wirelessamberalerts.org.
March was also a month for establishing a new regional presence for the
MMA. The MMA opened its London based operations and hired Managing
Director, Paul Berney, to join the MMA team (Laura and the EMEA Board
are very happy to have Paul on board). Paul is a welcome addition to
the expanding MMA forces and we welcome his leadership in growing the
mobile channel and helping our MMA membership in the EMEA region. The
MMA also hosted its Mobile Marketing Forum in London on April 15 &
16 and we appreciate the contributions and sponsorships from all of our
MMA member companies who participated.
We will also soon be announcing our Global Board of Directors – as well
as expanded presence in other regions and markets. Watch our newsletter
for more! And please do not hesitate to contact any one of the MMA team
if we can assist in any way. The MMA is your membership organization.
Finally, our flagship event, the New York Mobile Marketing Forum will
be held on June 10th and 11th at the Times Square Marriott Marquis. If
you are interested in attending or sponsoring this event please click here to find out more. We look forward to seeing you there!
Regards,
Mobile Marketing Association
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| MMA Committee News |
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Each
month the Committee News column will profile the efforts of the MMA
committee initiatives. For more detailed information on committee
initiatives, please visit the committee pages on the MMA members only
site.
Featured Committee News
- Mobile Advertising
The MMA just released Global guidelines for Mobile Advertising to
ensure a consistent approach to mobile advertising worldwide. The
guidelines provide improved formats around mobile web and have added
new guidelines for messaging (including SMS and MMS) and downloadables.
The MMA has also introduced a publication called Mobile Advertising
Overview which will help those new to the space get educated.
The MMA Mobile Advertising Guidelines can be downloaded from:
www.mmaglobal.com/mobileadvertising.pdf
The MMA Mobile Advertising Overview white paper can be downloaded from:
www.mmaglobal.com/mobileadoverview.pdf
New Committees
The following committees have been formed and launched within the past 90 days:
- Mobile Banking (Sub-Committee of Mobile Commerce)
- Downloadables (Sub-Committee of Mobile Advertising)
- Mobile Messaging (Sub-Committee of Mobile Advertising)
- Mobile Video & TV (Sub-Committee of Mobile Advertising)
- Mobile Web (Sub-Committee of Mobile Advertising)
For more information on all committee initiatives or to participate, please contact committees@mmaglobal.com.
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| Hold the Phone! |
Hold
the Phone! will feature articles written by MMA members every second
month. Please direct your comments and suggestions to editor@mmaglobal.com.
Avoiding the novelty trap and breaking into mainstream
By: Warren Billington, VP of Sales – Mobile Marketing, 5th Finger
 This article was contributed by Mobile Marketer and can also be found at www.mobilemarketer.com.
Bend it like Brady, not like Beckham – how mobile marketing can avoid the ‘novelty’ trap and break through to the mainstream
As an Australian, my idea of ‘football’ always involved a round ball.
Goals, not touchdowns were the aim of the game. Having recently moved
to the U.S., it’s a different story. It’s hard to see what lasting
impact David Beckham’s move to the U.S. will have on a country that’s
not obsessed with his kind of football. In many ways, you could say the
same about the realm of mobile marketing.
For many countries, including Australia, mobile marketing is already a
part of the strategic tool kit for brands. Here, there’s still some
work to do in integrating a mobile component as part of an extended
marketing campaign. In some quarters, it’s seen as an afterthought, or
worse, not a thought at all. |
| Global Research, Publications & Statistics |
On
Wednesday, April 29, The Nielsen Company will officially launch
TotalWeb - a new cross-platform service that combines mobile Internet
measurement from Nielsen Mobile with PC internet measurement from
Nielsen Online. TotalWeb shows online publishers and advertisers what
the total, unduplicated audience of a website is across mobile and
home-PC Internet traffic, effectively showing the audience "lift" that
is provided by mobile Web. "For the first time, publishers and
advertisers can quantify, site by site, what the incremental value of
the mobile Internet audience is," said Nic Covey, director of insights
at Nielsen Mobile. "Mobile Internet adds substantially to the overall
audience of many sites and Nielsen's first, integrated Internet
measurement service shows subscribers just how much." In preparation
for the launch, Nielsen provided Mobile Marketing Messenger with
sample, category-level data that shows how some categories see more
lift from mobile web traffic than others (see chart). The full TotalWeb
report is available today from Nielsen by contacting David Gill,
director of client services, at david.gill@nielsen.com
Mobile Media Reach
Source: Limbo’s Mobile Advertising Report, First Quarter 2008
For the full report, click here.
21st Century Mobile Marketing - Global insights into the world's most
advanced mobile market: Japan
Tokyo-based
Infinita Inc. has just released its new research report "21st Century
Mobile Marketing: Global Insights from the World's Most Advanced Mobile
Society: Japan. Including interviews with industry experts and more
than 20 campaign case studies, the 188-page report provides detailed
insights into the state and future of Mobile Advertising and Marketing
in one of the most mature markets worldwide.
Which
factors have contributed to where we stand today, what are the forces
driving the industry at the moment, and which challenges and
opportunities does the market face in the coming years? Taking Japan as
an example of an advanced mobile society, what developments can be
expected in other markets, which are fast catching up technologically
and with regard to user adoption?
Detailed
information about the report, as well as a free 6-page white paper
summarizing key findings, and a document providing the full table of
contents and sample pages are available here.
The
full report, priced at US$ 3,000 for a company-wide license, is
available at a 10% discount to Mobile Marketing Association (MMA)
Members. For further information, please contact Christopher Billich at
billich@innita.co.jp.
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| Articles |
 Mobile Advertising: READY FOR PRIMETIME
Jeffrey R. Miller, President, Telescope Inc.
If Winston Churchill was around today, he might say something along the
lines of, “TV is not the best marketing channel, except for the fact
that there are none better.” That may be starting to change with the
explosion of participation media – connecting interactive media to the
reach of traditional media. This coincides with the growth of mobile
marketing for brands, agencies, content owners, and mobile operators.
 The Market Just Got Bigger: The Impact Nokia Will Have on the Mobile Advertising Market
By Diana LaGattuta, Head of Marketing, Nokia Interactive
The second half of 2007 saw major online, media and Web giants like
Google, Microsoft, and Yahoo! enter into the world of mobile media and
advertising – a market that has thus far been owned by mobile
advertising start-up and growth-phase companies.
As the former head of marketing of one of these mobile advertising
growth-phase companies, Enpocket, industry players globally have been
asking me how our acquisition by Nokia in October 2007 will affect the
industry and why Nokia, the world’s leading handset manufacturer, would
want to acquire a mobile advertising company in the first place. |
| Academic Review |
 Academic Review: Overview of Customer Managed Interaction Marketing
System Concept and Mobile Marketing’s Fit
Michael Becker, EVP Business Development, iLoop Mobile, Inc.
Over the last quarter century there has been an undercurrent of
activity affecting the direction, role and practice of marketing. The
practice of marketing is going through a metamorphosis. Not a simple
paradigm shift, i.e. a shift in marketing standards and norms, as many
proclaim (Peppers & Rogers 1995; Bejou 1997; Brodie et al. 1997;
Gronroos 1997; Zineldin 200l; Watson et al. 2005), but an isoquantic
shift,,"... a significant technological advancement that dramatically
changes the way people do things and completely re-orients people's
concepts of how things are done" (Myers 1998, p11). Marketing is
certainly faced with an Isoquantic shift. Customers are beginning to
wield significant control over the commercial interaction with
marketers (Locke et al. 2000; Grossman, 2006; Haven et al. 2007) and
new marketing systems, like customer Managed Interactions (CMI), are
emerging to contend with this shift (Mitchell, 2001; Watson, 2004;
Watson et al. 2005; Mitchell et. al., 2006). |
| MMA Events |
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The Mobile Marketing Forum Series
Attend the Mobile Marketing Forum in New York, June 10-11, 2008.
Sessions include case studies from Smirnoff and adidas, full day
workshops on Mobile Advertising and Mobile Marketing 101, and a panel
on Mobile Marketing for Retail. Learn from industry experts like Nihal
Mehta, CEO of buzzd and Louis Gump, VP Mobile for The Weather Channel
Interactive. For a full agenda, click here.
New for 2008: Early Registration the Day Prior to the Event! Onsite registration on Monday June 9, 2008 from 2:30 PM to 5:00 PM. Pick up your badge & event pack.
Miss the registration lines on the morning of June 10. New for this
year, participants can register the day prior to the event on Monday
June 9, 2008 in the afternoon from 2:30 PM to 5:00 PM. You will be able
to pick up your badge and event pack. Register Now
Attention MMA Members!
Take advantage of your 40%+ discount by registering at mobilemarketingforum.com or onsite between June 9 - 11.
For information on the Mobile Marketing Forum series visit www.mobilemarketingforum.com or click below for information on specific events.
June 10 - 11, New York
November 13, San Diego
Speaker Submissions:
With a proven track record of enticing its audience with pertinent
industry topics and knowledgeable speakers, the MMA brings together
leaders and learners in forums specifically designed to provide insight
into the ever-developing arena of mobile marketing. To nominate a
speaker you feel would contribute to MMA events, please click here to complete the Speaker Submission Form. You can suggest speakers and topics.
Sponsorship:
Throughout the year, the Mobile Marketing Association (MMA)
participates in numerous standalone and co-sponsored events, made
possible by company sponsorships.
Event sponsors gain premium exposure with industry leaders and
participants, while increasing their visibility within the mobile
marketing community. Sponsorship is a guaranteed tool to ensuring your
organization gets targeted exposure and participant attention. For
information on sponsoring an event, click here.
Mobile Marketing Awards 2008
The MMA Mobile Marketing Awards are the world’s only global mobile
marketing awards program that recognizes outstanding achievement within
the industry. Do not miss this opportunity to recognize colleagues,
constituents, and industry leaders for their commitment to excellence
in promoting and building the mobile channel!
Awards will be presented at the MMA Global Awards Ceremony on November
13, 2008 in San Diego.
Click here to submit an entry. For more information, email awards@mmaglobal.com.
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| Global Highlights |
This month’s global highlights section focuses on the Board of Director updates for each region.
Global Board of Directors
The MMA Global Board of Directors is comprised of the Executive
Committee members from each region – and the MMA will announce the new
Global Board of Directors and our Global Chairman at the MMA Mobile
Marketing Forum on June 10 in New York.
Europe, Middle East & Africa (EMEA) Board of Directors Election
The MMA has recently elected its EMEA Board of Directors and Executive
Committee. Details on the election results will follow in mid May.
Latin America (LATAM) Board of Directors Election
The MMA will be holding an election for the LATAM Board of Directors.
The schedule for the election is as follows:
- 14 – 25 April - Call for Candidates
- 5 – 16 May - Election Period Open (Ballots sent to key point of contact for each member company in good standing, in each region)
- On or Before 20 May - Board of Directors Elected
- On or Before 30 May - Executive Committee Elections & Chairperson Elected
- Week of 2 June - Board Announcements & Official Transition to New Board
Please contact Laura Marriott, laura.marriott@mmaglobal.com, if you have any questions.
Asia-Pacific (APAC) Board of Directors
The MMA membership has elected a new Board of Directors for Asia
Pacific. The Board of Directors list can be accessed at - http://mmaglobal.com/modules/article/view.article.php/705. Welcome to our new APAC Chairman, Jimmy Poon from Puca China.
North America (NA) Board of Directors
The MMA membership has elected a new Board of Directors for North
America. The Board of Directors list can be accessed at - http://mmaglobal.com/modules/article/view.article.php/706 . Welcome to our new NA Chairman, Tom Daly from The Coca-Cola Company.
Local Councils
Local initiatives are key to the ongoing growth and development of the
MMA – and we have long encouraged local members to collaborate to build
the momentum in their market. If you are interested in launching a
local council and have at least 10 MMA member companies or prospective
companies interested, please contact the MMA at mma@mmaglobal.com. |
| Member Job Postings |
Run The Red do Brasil - Account Director/Business Development – PSMS
Run The Red do Brasil - Account Director/Business Development – Mobile Marketing and Advertising
Run The Red do Brasil - Account Director/Business Development – iTV
MMCast - Director Business Development
Rhythm NewMedia - Business Development Manager – Carrier & Media
Rhythm NewMedia - Senior Manager, Business Development
Incentivated - New Business Director
Incentivated - Upwardly Mobile Account Execs
Incentivated - Senior Account Manager / Agency Sales
SmartReply, Inc. - Vice President of Business Development, Mobile Solutions
The Weather Channel Media Solutions - Mid-West Mobile Account Manager
VeriSign Communications GmbH - Account Manager, Messaging and Mobile Media
 Purchase the MMA International Journal of Mobile Marketing today!
NOW
AVAILABLE! Volume 2 of the MMA-IJMM. The MMA-IJMM is issued by the MMA
Academic Outreach Committee and contains research and contributions for
academics, industry experts and thought leaders
Order your copy by clicking HERE.
"The
IJMM is, put simply, the must-have publication for those who are not
only planning to launch mobile marketing or advertising campaigns, but
for those who want to see success and profits as a result. In an
industry where today's news is already old, the IJMM provides analysis
and education that is both invaluable and undeniably current."
"
- Doug Busk, VP - Industry Relations, SinglePoint
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| Our Distribution Schedule |
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The Mobile Marketing Association distributes our newsletter at the end of each month. Please send your news to editor@mmaglobal.com for consideration.
The next content deadline is May 22, 2008 for the May 29 newsletter.
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.
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