|
|
|
 |
|
| Message from the MMA |
 Dear Readers,
Welcome to the June 2008 edition of the Mobile Marketing Association’s (MMA) Mobile Marketing Messenger.
It has been quite the month for news for the association. Our most recent developments include:
- Board of Directors
- The MMA has launched our Latin American (LATAM) branch and has elected our first LATAM Board of Directors.
- For
the first time in our history, the MMA has a Global Board of Directors
that represents leadership from all regions of the world.
- Events
- On
June 10 & 11 in New York, we held our most successful industry
event, the Mobile Marketing Forum, which had participation from 800
individuals from across the ecosystem and the globe – and more brand
and agency participation than ever before.
- The MMA announced the location for our Fall European event which will be hosted on October 7 & 8 in Budapest.
- Market Research
- We
have kicked off the development for the Annual Attitude & Usage
Study for the MMA with research partner Synovate. In addition to
highlighting mobile marketing receptiveness trends in the US and
markets in Europe and Asia, this year, we will include markets in Latin
America to the overall study. We expect to launch the study, for all
regions, in November 2008. The research continues to be free to all MMA
global and regional member companies.
- Organization
- This week, the MMA established its New York office which will help us better respond to member needs on the east coast.
- São Paulo will soon be established as the base of operations for the MMA in LATAM.
- MMA
LATAM has hired a Regional Managing Director, Terence Reis, who joins
our expanding international team to broaden the reach of the MMA and
ensure a positive experience for consumers globally.
- We
are expanding the MMA Staff Team and will be announcing the addition of
new team members in the Finance, Marketing, Research and Membership
teams.
- Michael Hogan has joined us as VP – Finance & Operations based in our New York office.
- And finally, we also announced that I will be leaving the MMA by end of year 2008.
Since
I have been involved with the organization since 2005, MMA membership
has experienced over 15 times growth and the association has
established global headquarters and regional chapters in Asia Pacific
(APAC), Europe, Middle East & Africa (EMEA), North America (NA) and
Latin America (LATAM). Within the past three years, the MMA has
established more than 20 new committees leading in the areas of
Participation TV, Education, Measurement, Privacy, Mobile Advertising,
Women In Wireless and so on, each of which adhere to the MMA’s mission
to develop guidelines and best practices, remove obstacles to
sustainable market development and educate the industry on mobile
marketing. The MMA has been at the forefront of establishing global
guidelines for Mobile Advertising and the Code of Conduct and has
worked regionally to launch Consumer Best Practices, Mobile Commerce
and Mobile Search educational documents, among other key initiatives.
We continue to respond proactively to member and industry changes in
order to position ourselves to be the world’s leading trade association
for mobile marketing and the source for best practices which protect
the consumer experience. We have created a strong community that is
committed to respond in an action oriented manner to the key issues and
opportunities to grow our global industry. This is your association and
we look forward to continuing to build a healthy and viable mobile
marketing ecosystem with you.
Many of you have contacted me over the last few weeks to pass along
your thoughts and best wishes and I thank you for your kindness. I am
proud of our community and the collaborative nature by which we conduct
ourselves within the industry and the association. Thank you all for
your ongoing contributions, support and encouragement. I will plan to
see you at our upcoming Fall events.
Regards,
Laura Marriott
President
Mobile Marketing Association |
| MMA Committee News |
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 or the MMA members' only
site.
Featured Committee News
- Academic Outreach
It’s time to reserve your copy of the June issue of the International
Journal of Mobile Marketing (Vol. 3, No. 1, June 2008). Download the Order Form Here
- Nomenclature
The MMA has recently published an updated version of the Mobile Marketing Industry Glossary. Download the Glossary Here
Please email suggestions, comments and new terms (with proposed definitions and related sources) to glossary@mmaglobal.com.
New Committees
The following sub-committees have recently been formed and/or
re-launched under the Mobile Advertising Committee:
- Display
- Mobile Messaging
- Mobile Video & TV
For more information on all committee initiatives or to participate, please contact committees@mmaglobal.com. |
| Hold the Phone! |
Hold
the Phone! will feature articles written by MMA members. Hold the
Phone! will be published on a bi-monthly basis. Please direct
your comments and suggestions to editor@mmaglobal.com.
Why Hispanic Marketers Need To Consider Mobile
By Michael Foschetti, Managing Director, Mobisix
 Mobile
marketing is emerging as a powerful marketing tool for all marketers,
but those trying to reach the Hispanic segment should really take note.
While online penetration and general
technology adoption among the Hispanic segment lags the general market,
the Hispanic segment significantly over-indexes in mobile phone and
data usage. A 2007 Mobile Marketing Association (MMA) study found that
75 percent of Hispanic consumers own a mobile phone and use it
regularly. They are also much more receptive to mobile marketing
messages, particularly coupons, status alerts about accounts, and
sweepstakes or contests. The rate of text message usage is also growing
dramatically, increasing by 39 percent over the last 12 months,
according to a recent M:Metrics study.
|
| Global Research, Publications & Statistics |
Each
month the Global Research, Publications & Statistics section will
aim to feature studies representing the global mobile community.
Audience Profiling Makes Mobile Web Advertising More Efficient
For
mobile Web marketing to be truly successful, brands will need to know
where to best reach their audiences. To enable that targeting, Nielsen
Mobile recently launched a service called Mobile @Plan that allows
advertisers to find their target audiences across 200 leading mobile
websites. The service provides audience profiles based on leisure
activities, life events, electronics ownership, media use and
brand-level purchase activity across travel, auto, finance, food and
beverage, real estate, pets and more. Nielsen shared with MMA Messenger
a sample of the data that shows how beverage marketers could use Mobile
@Plan to more efficiently reach consumers of bottled water or energy
drinks over mobile (see above).
“Every
mobile website has unique audience characteristics," said Kanishka
Agarwal, VP Mobile Media for Nielsen. "Mobile @Plan allows marketers to
use profiles to optimize their mobile Web advertising, while also
allowing publishers to sell on the targeted value of their audience."
For more information on Mobile @Plan, contact Kanishka Agarwal at kanishka.agarwal@nielsen.com
Mobixell Survey Shows Potential for Ad-Sponsored Content in Rich Media Services Like MMS and Mobile Video Clips
Research from Mobixell Networks has revealed that mobile phone users
are more receptive to accepting ad-sponsored content in rich media
services like MMS and video clips, as well as through traditional SMS
text messaging. Thirty-five percent of 16-35 year olds would use more
MMS and 29 percent would use more video services if they were offered
at a reduced rate or for free in return for receiving mobile adverts to
their phone. Overall reactions to receiving ad-sponsored content were
positive. They comprised of 46 percent of existing MMS users and 13
percent of non-users saying that they would be likely to use the
service when offered discounted or free. The figures for video services
were 35 percent of existing video service users and 13 percent of
non-users answering positively.
Read the Full Article
|
| Articles |
Age Appropriate Services: What Does the Future Hold?
Laura Marriott, President, Mobile Marketing Association
This article was contributed by RCRWirelessNews and can also be found at HERE.
 For
those in mobile, the topic that still causes our colleagues to ‘giggle’
is the topic of Adult content. And in my role as President of the
global Mobile Marketing Association (MMA), it is a question I often
receive in regards to the role that the MMA will play in defining the
rules for adult services. However, as I have learned, the services that
we want to ensure proper protections and controls on are broader than
adult-oriented and include a range of services which we will term age
appropriate content and contact services. Some operators and vendors in
our ecosystem refer to Age Appropriate content as content and contact
services which are not appropriate for persons under the age of 18. As
an industry, determining our rules around not only a consistent
definition but a consistent approach will be key to ensuring a common
understanding of the age appropriate ‘industry’ globally.
Adding Mobile to the CRM Mix
By Patrick McHugh, executive vice president, Neolane, Inc.
 It’s
the moment that every marketer who considers themselves “tech savvy”
dreads—when that new medium for reaching customers transitions from
bleeding to leading edge. It happened with e-mail and Internet
marketing, and now, after rapid adoption in Europe, it’s happening here
in the States with mobile marketing and mobile CRM.
Marketing is undergoing a fundamental shift. The emergence of mobile
CRM presents new opportunities to build lucrative customer
relationships, while at the same time creating more complexity around
related processes, functions and roles.
|
| MMA Events |
|
The Mobile Marketing Forum Series
Join the Mobile Marketing Association at our upcoming Mobile Marketing Forums:
- Latin America- 3rd Quarter
- Budapest- October 7-8, 2008
- San Diego- November 13, 2008
- Macau – 4th Quarter
For information on any event in the Mobile Marketing Forum series visit www.mobilemarketingforum.com.
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 ensure 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,
member companies, 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.
|
| Global Highlights |
Latin America (LATAM) Update
LATAM Board of Directors
In early June, the MMA announced its Latin America (LATAM) Board of
Directors for our inaugural Board in the region. The Board members were
announced as follows:
Executive Board Committee Member
- Chairman, Federico Pisani Massamormile, CEO, HANZO (Rio de Janeiro, Brazil)
- Vice-Chairman, Omarson Costa, Senior Business Development Manager - Latin America, Microsoft Corporation (São Paulo, Brazil)
- Treasurer, Eduardo Jacob, CEO, MobX- Mobile Marketing (São Paulo, Brazil)
- Director at Large: Ibrahim (Aby) Mcmillan, CEO Abril Digital, Editora Abril SA (São Paulo, Brazil)
- Secretary: To be announced
- Terence Reis, Managing Director, LATAM, MMA (São Paulo, Brazil)
Latin America Board of Director Members
- Adriana Knackfuss, Interactive Marketing Manager, The Coca-Cola Company (Rio de Janeiro, Brazil)
- Alexandre Manuel Madeira Fernandes, Director of Products & Services, Vivo S.A. (São Paulo,Brazil)
- Ann Marie Williams, CEO, Okto (São Paulo, Brazil)
- Eugenio Velasco, Mobile Services Director, Televisa Digital (México City, Mexico)
- Ezequiel Abramzon, Digital Media Director, The Walt Disney Company Latin America (Buenos Aires, Argentina)
- Ezequiel Jones, Media Director – Southern Cone, Unilever de Argentina S.A. (Buenos Aires, Argentina)
- Felipe Muñoz, Sr. Director, Latin America, Yahoo! Inc. (Buenos Aires, Argentina)
- Guillermo Rivaben, Marketing Director, Telecom Personal S.A. (Buenos Aires, Argentina)
- Marcelo Catelo, Mobile Marketing Director, F.biz (São Paulo, Brazil)
- Renato Ciuchini, Director for New Business and Strategic Planning, TIM Brasil (São Paulo,Brazil)
- Roberto Vazquez Ferrero,
Telecommunications Market & Consumer Research Director for Latin
America, The Nielsen Company – Nielsen Mobile (Buenos Aires, Argentina)
Regional Office & Staff
We are also in the process of establishing our first office in the
region which will be based in São Paulo, Brazil. We have recently hired
a Managing Director for the region, Terence Reis, who has been a long
time advocate for the MMA in the region. We are very happy to have
Terence on the team and look forward to working with him and the Board
to expand the MMA presence in the region.
Europe Update
UK Local Council
In early July, the MMA will launch the UK Local Council to be managed
by Paul Berney, Managing Director for EMEA for the MMA. Details will be
circulated to all EMEA and UK based members and prospective members
shortly. We encourage you to get involved in this exciting initiative.
Fall MMF Event
The MMA EMEA Branch will be hosting its Fall event, in partnership with
Informa, in Budapest on October 7 & 8. If you are interested in
participating, please contact forum@mmaglobal.com for more information.
Asia Pacific (APAC) Update
The MMA in APAC continues to focus on expanding membership and driving
brand awareness in the APAC region. If you are interested in helping to
grow the MMA in region, please contact apac@mmaglobal.com.
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 |
Azuki Systems: Director of Business Development - West Coast (Southern California - L.A. desired)
Handmark Inc.: Director, Advertising Operations (Kansas City, MO)
NeuStar: Product Marketing Director, Wireless Products (Sterling, VA)
Ad Infuse, Inc.: Advertising Sales Director (New York City, USA)
Ad Infuse, Inc.: Advertising Sales Manager (San Francisco, USA)
Ad Infuse, Inc.: Advertising Sales Manager (Los Angeles, USA)
 Purchase the MMA International Journal of Mobile Marketing today!
NOW
AVAILABLE! Volume 3 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, Former VP - Industry Relations, SinglePoint
|
| Our Distribution Schedule |
|
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 July 23, 2008 for the July 31 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.
To unsubscribe from MMA mailings, send an email to editor@mmaglobal.com
|
|
|
|
|
If you are interested in advertising in