|
|
|
 |
|
| Message from the MMA |
|
Dear Readers,
Welcome to the March 2008 edition of the Mobile Marketing Association’s
(MMA) Mobile Marketing Messenger. As spring begins to unfold, the MMA
is ramping up with activity across the globe.
On March 27th, the MMA will launch the Latin America chapter in
São Paulo. We are excited about the launch and welcome current and
prospective MMA members to participate in the event. For more details,
please visit the MMA Events Calendar at www.mmaglobal.com.
On April 15th and 16th, the Mobile Marketing Forum comes to London.
There is still time to register for this event where the industry's
thought leaders will present. Join us to hear from leaders representing
Publicis Groupe, AOL Europe, Google, Nielsen, Orange, Vodafone, and
many others. Click here to find out all the details.
Next, the Big Apple welcomes the New York Mobile Marketing Forum 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 soon!
Regards,
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 on the MMA members only
site.
Featured Committee News
- Education
The Campaign Strategies & Best Practices Committee recently merged
with the Education Committee to educate and evangelize the role of
mobile in cross media mobile marketing and advertising. The committee
will work closely with the MMA to ensure effective outreach to brands,
advertisers and agencies world-wide.
- Mobile Advertising
As the MMA prepares to release its first version of Global Mobile
Advertising Guidelines, it seems appropriate to re-launch the Mobile
Advertising Sub-Committees for global participation. The following
Mobile Advertising Sub-Committees are accepting global MMA
participants:
- Downloadable Applications
- Mobile Messaging
- Mobile Video & TV
- Mobile Web
- Mobile Commerce
The MMA Mobile Commerce Committee has begun work on the 2D Barcode
Style Guidelines which will be made available for committee and public
review and comment in April. Watch the website for additional
information on how to submit your comments.
- Academic Outreach
The MMA (AOC Committee) recently posted its March 2008 Industry Review which can be downloaded at http://mmaglobal.com/modules/newbb/viewforum.php?forum=53.
New Committees
The following committees have been formed and launched within the past 90 days:
- Mobile Banking (Sub-Committee of mCommerce)
For more information on all committee initiatives or to participate, please contact committees@mmaglobal.com.
|
| Global Research, Publications & Statistics |
|
Each
month the Global Research, Publications & Statistics section will
aim to feature studies representing the global mobile community. This
month, content from across three continents is highlighted below.
  
Nielsen Releases New Mobile Advertising Data
This
month, Nielsen Mobile, a service of The Nielsen Company, released
data from its Q4 2007 Mobile Advertising Report. According to
Nielsen, 58 million U.S. mobile subscribers have seen advertising on
their phones and at least 28 million have responded in some
way. As this sample shows, teens ages 13-17 are the most
likely to say they recall seeing any mobile ads: 46% of data users
ages 13 to 17 say they have seen a mobile ad in the prior 30
days (compared to just 18% of adults 55 and older). For more
information about Nielsen's analysis of mobile advertising or other
mobile audience research, contact Kanishka Agarwal, VP of Mobile
Media, Nielsen Mobile, kanishka.agarwal@nielsen.com.
M:Metrics reports that text-based marketing is growing steadily across
Western Europe and the US. The measurement firm reports that the number
of mobile subscribers who have received an ad via SMS grew at a rate of
15 percent in Western Europe from May 2007 to January 2008 and in the
US, about 27 percent.
 21st Century Mobile Marketing - Global insights into the world's most advanced mobile market: Japan
Presented by Infinita Inc.
According to industry data released by Japan's largest advertising
agency Dentsu in late February, mobile advertising expenditures in the
Japanese market in 2007 increased by almost 60% compared to the
previous year, reaching ¥62.1 billion (ca. SD 582 million). This result
tops even Dentsu’s own optimistic prognosis, published 12 months
earlier, by 12%. An impressive performance in an advertising market
close to saturation - total advertising expenditures in Japan only grew
by 1.1% from 2006 to 2007, and by 1.7% between 2005 and 2006.
Mobile Marketing Association (MMA) Member Discount
“21st Century Mobile Marketing – Global insights into the world’s most
advanced mobile society: Japan”, published by Infinita, Inc., will be
available at a 10% discount to Mobile Marketing Association (MMA)
Members. For further information, please contact Christopher Billich at
billich@infinita.co.jp.
If you would like to contribute research news to this section, please send to Editor editor@mmaglobal.com
|
| Articles |
 Sowing Seeds: Why Planning for Experimentation in Emerging Media Pays Off
By Patrick Moorhead, National - Mgr. - R&D, A| Razorfish
The debate continues to rage in digital media – is mobile at or near
maturity? Is 2008 the year mobile is going to matter? When will mobile
media be a truly valuable channel investment for marketers?
While opinions vary, lately I’m inclined to take a somewhat
controversial position – the year that may turn out to matter most in
mobile was last year. Further, I suggest from now on, the year that
will matter most in mobile is going to be last year. Not 2007, but
whatever the previous year happens to be. I can hear the collective
“huh?”, so let me explain a little, and in the process shed some light
on mobile as a marketing tool. More importantly I’ll explain why we
believe so firmly in staking out budgets and strategies for testing
emerging media channels as a regular part of the ongoing planning
process.
 The Role of Mobile Advertising in Messaging
By: Oz Eleonora, North America VP, Acision LLC
No single player can make mobile advertising a success on their own.
The deep technical requirements and dynamic nature of the emerging
segment require an ecosystem of players. Mobile bandwidth limitations
make access QoS a critical issue, thereby making carriers equal
partners in the game. At the same time, carrier dominance is a thing of
the past. Each player will need to recognize their own value-add and
focusing on making it their core business. Trying to cover too many
aspects of the eco-system oneself is what creates disproportionate cost
structures, which in turn lead to unworkable revenue share demands. |
| MMA Events |
|
The Mobile Marketing Forum Series
Attend the Mobile Marketing Forum in London, April 15-16, 2008. Hear
from speakers like Christian Gallardo Hernandez, Head of Strategic
Partnerships for Google Inc., Steve Ricketts, Head of Third Party
Services for Orange and Jeff Herrmann, Vice President- Mobile Media
Segment for Nielsen Mobile as they discuss current trends and the
future of mobile marketing.
For information on the Mobile Marketing Forum series visit www.mobilemarketingfourm.com or click below for information on specific events.
April 15 - 16, London
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.
 |
| Sponsored Industry Events |
|
CTIA - Marketing the Mobile Channel (Las Vegas, NV) March 31, 2008
Mobile Entertainment Live (Las Vegas, NV) March 31, 2008
ad:tech (San Francisco, CA) April 15 - 17, 2008
OPA '08 forum for the Future (London) May 14 - 16, 2008
Mobile Internet World EMEA 2008 (Munich, Germany) May 19, 2008
Financial Times - Business of Mobile Conference (Brussels, Belgium) May 19 - 20, 2008
 |
| Global Highlights |
The
Mobile Marketing Association has ‘officially’ become a global trade
association with regional chapters established in every region of the
world!
Latin America Launch
The MMA is launching its Latin America (LATAM) chapter this week! Local
events are being held in Buenos Aires, São Paulo and Mexico City to
discuss the elections process, membership benefits as well as value for
the MMA in region. The MMA is also hosting its first Mobile Marketing
Forum event in São Paulo which is a SOLD OUT event! To join in the
events, please visit our event calendar or contact rsvp@mmaglobal.com for more information.
MMA Board of Directors Update
Europe, Middle East & Africa (EMEA) Board of Directors Election
The MMA has launched the election for the EMEA Board of Directors –
voting will be open from Monday, March 24 until Friday, April 4. A
voting ballot has been sent to the main point of contact for each MMA
EMEA Regional member company. There is one vote per MMA member company.
There are currently 21 candidates for the 10 elected positions on the
EMEA Board of Directors.
If you have questions in regards to the election, please email mma@mmaglobal.com.
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 |
Mobile Complete - Senior Marketing Manger: Europe
The Hyperfactory - Account Manager
The Hyperfactory - Mobile Integration Director (New Business)
Gold Mobile - Sales/Business Development
Nielsen Mobile - Measurement Science Analyst
Nielsen Mobile - Account Analyst
Nielsen Mobile - Director of Engineering
Mobile Marketing Association - Managing Director, APAC
Mobile Marketing Association - VP- Research & Metrics
Mobile Marketing Association - Director, Finance & Operations
Mobile Marketing Association - VP Membership & Sales
Nokia - Senior Manager, Ad Funded Message Service
 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
|
| 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 April 23, 2008 for the April 30 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.
|
|
|
|
|
|
If you are interested in advertising in