My Content | Page 16 | MMA Global
  2. My Content
  3. My Content
  2. My Content
  3. My Content

My Content

[member release] Now do you see what I'm talking about?

NOW DO YOU SEE WHAT I'M TALKING ABOUT Design students use MMS to explore the way we communicate MOUNTAIN VIEW, CA, September 18, 2002—Nokia and Contra Publishing today announced the launch of see what I'm talking about?, a book exploring how multimedia messaging (MMS) is changing the way in which we communicate. Four design students at the Central Saint Martins College of Art and Design in London were given a sneak preview of the MMS future, by trying out the Nokia 7650 imaging phone several weeks before its commercial launch. They created an MMS community in Europe and documented their experience in a new book. In preparing for the launch of MMS enabled phones, Nokia loaned several Nokia 7650 phones to their advertising agency, Contra, as research tools. Four Central Saint Martins students - Jo Jackson, Harriet Banks, Tom Vernon-Kell, and Rory Brady - then approached Contra with an idea for an MMS related book, and got the green light from both Contra and Nokia to produce one using the Nokia 7650 phones. "It was exciting to be among the first to use the technology, and to experiment with it as a new design tool and communication medium. What's more, we've successfully documented the birth of a new mode of expression, and that's pretty cool," said Jo Jackson. The students' experiences are documented in see what I'm talking about?, which has been printed by Contra Publishing. The book is structured as a timeline and presents a visual and textual dialogue, illustrating the multidimensionality of MMS messaging. The Nokia 7650 phone has an integrated VGA camera that allows users to take and send multimedia messages, incorporating color images, text and sound. The students shared messages with one another for four weeks and created a new mobile community based on instant multimedia messaging. Contra CEO Antti Ohrling said: "As an ad agency, we were drawn by the idea that multimedia messaging could be used as a base for creating new, interactive communities. This project shows that when you combine talent with technology and innovation, the results are inspiring." Designed to be an experiment in social interaction, the students found that whereas many forms of electronic communication tend to abbreviate and limit shared experiences, the imaging phones accomplished the opposite: "It expanded and enhanced our ability to express ourselves and share that. It puts the human back in e-form communications," said Harriet Banks. Christian From, Senior Marketing Manager, Nokia said, "We felt this project was a great opportunity to see what would happen when four visually talented young people were given MMS phones to use as they please. And the results are far more exciting than we anticipated. This book is a good illustration of how rich MMS is as a communication means." For further information on see what i'm talking about? and updates on its availability, please visit the web site www.seewhatimtalkingabout.com # # # Contact Information Contra Timo Suokko tel +358 9 415 4111 [email protected] Lora Benson Tel +44 7801521034 [email protected] Nokia Mobile Phones Communications Tel. + 358 7180 08000 [email protected] www.nokia.com About Contra Publishing Contra Publishing is a subsidiary of Contra Integrated Creative Services, an advertising agency with offices in London, Helsinki, San Francisco, Singapore and Beijing. About Nokia Nokia is the world leader in mobile communications. Backed by its experience, innovation, user-friendliness and secure solutions, the company has become the leading supplier of mobile phones and a leading supplier of mobile, fixed and IP networks. By adding mobility to the Internet Nokia creates new opportunities for companies and further enriches the daily lives of people. Nokia is a broadly held company with listings on six major exchanges. About the MMA The Mobile Marketing Association is the premier global association that strives to stimulate the growth of mobile marketing M commerce and supporting technologies. MMA members include agencies, advertisers, handheld device manufacturers, carriers and operators, retailers, software providers and service providers, as well as any company focused on the potential of marketing via mobile devices. The Association is committed to fueling the advancement of mobile marketing business opportunities across all appropriate industry sectors through ongoing research and the development of standards and guidelines that foster the introduction of sponsor and marketing-supported content and M commerce experiences that enhance consumers lives. More information is available at www.mmaglobal.com.

MMA Retains peter c. fuller WORLDWIDE

MOBILE MARKETING ASSOCIATION RETAINS PETER C. FULLER WORLDWIDE FOR GLOBAL INTEGRATED COMMUNICATIONS AND MANAGEMENT SERVICES Firm to Aggressively Drive New Membership, Initiatives and Member Benefits MOUNTAIN VIEW, CA, September 16, 2002—The Mobile Marketing Association (MMA) has retained peter c. fuller WORLDWIDE as its agency of record. The firm, which has a long history with wireless marketing, will provide integrated PR, marketing and management services that will increase new membership, drive new initiatives and establish the MMA’s leadership in the mobile marketing industry. Peter Fuller will be the MMA’s executive director. In 2000, Fuller founded the Internet Measurement Initiative (IMI), an organization that quickly became the leading voice for change in audience measurement. Several major corporations including Microsoft, AOL Time Warner and Yahoo! were members. The MMA and the American Association of Advertising Agencies were listed among the IMI's strategic partners. Now called The Digital Media Measurement Council, the IMI is part of the Advertising Research Foundation. “As the leading voice for wireless, the MMA is taking an aggressive approach to new initiatives and new membership. We are seeing its role expand globally as new technologies are introduced and consumer adoption of wireless marketing increases. We needed a firm that could execute quickly on a global scale while providing enhanced support for our membership base. peter c. fuller WORLDWIDE was the perfect match,” said Perry Allison, MMA chairman. The MMA soon will roll out a several new member benefits and rapidly expand its offerings in Asia, Allison added. “We are pleased to have the MMA as a client,” said Peter Fuller, MMA executive director and president of peter c. fuller WORLDWIDE. “The association has an extremely progressive leadership and tremendous momentum. In an industry that is evolving rapidly, the MMA is the leading voice for the industry and consumers.” # # # About the MMA The Mobile Marketing Association is the premier global association that strives to stimulate the growth of mobile marketing M commerce and supporting technologies. MMA members include agencies, advertisers, handheld device manufacturers, carriers and operators, retailers, software providers and service providers, as well as any company focused on the potential of marketing via mobile devices. The Association is committed to fueling the advancement of mobile marketing business opportunities across all appropriate industry sectors through ongoing research and the development of standards and guidelines that foster the introduction of sponsor and marketing-supported content and M commerce experiences that enhance consumers lives. More information is available at www.mmaglobal.com. About peter c. fuller WORLDWIDE peter c. fuller WORLDWIDE is a Silicon Valley-based integrated public relations and marketing firm specializing in product and company launches, non-profit industry association PR and event management. More information can be found at: www.petercfuller.com .

MMA Partners with TRUSTe to Explore Wireless Privacy Guidelines

MOBILE MARKETING ASSOCIATION PARTNERS WITH TRUSTe TO EXPLORE WIRELESS PRIVACY GUIDELINES Nonprofit Industry Associations Mobile Marketing Association and TRUSTe Form Partnership to Guide Industry and Lawmakers With Wireless Privacy Concerns LOS ANGELES, June 20 - The Mobile Marketing Association (MMA), a global association that strives to stimulate the growth of mobile marketing, M commerce and supporting technologies, and TRUSTe, the leading third party privacy seal and certification program, have teamed-up to form a partnership that will-enable both groups to help the mobile marketing industry take advantage of cutting-edge wireless technologies while addressing sensitive privacy issues. The partnership is part of MMA's interest in facilitating self-regulation in the mobile marketing industry while maintaining a focus on consumers' rights to protect personally identifiable information. In recent months, TRUSTe has begun building a coalition to develop a set of wireless guidelines similar to its Web privacy seal program. As part of this partnership, MMA will be a leading voice in the coalition, helping to recruit participants and implement standards industry-wide. "The combined efforts of the MMA and TRUSTe among other leadership organizations will result in a coalition that will be a driving force in shaping privacy issues in the developing mobile marketing arena," said Barry Peters, MMA Privacy Committee Chairman. "The MMA brings to the table its membership of influential companies in the wireless arena who are deploying innovative and technologically advanced applications to make wireless a commonly-used and viable marketing vehicle. This, along with the world-renowned privacy initiatives of TRUSTe, will create a partnership that will move the development of the mobile marketing industry and its self-regulation forward at an accelerated speed." Through this partnership, the MMA will be given a seat on the TRUSTe Wireless Privacy Committee, and TRUSTe will actively work with MMA member companies to include them in TRUSTe privacy initiatives to ensure their proper representation. "We are glad to work with the Mobile Marketing Association, a leadership organization that will provide valuable perspective and insight as TRUSTe seeks to extend its privacy safety net to wireless consumers," said Fran Maier, Executive Director of TRUSTe. About TRUSTe TRUSTe is an independent, nonprofit organization dedicated to enabling individuals and organizations to establish trusting relationships based on respect for personal identity and information in the evolving networked world. Founded in 1997, TRUSTe runs an award-winning privacy certification and seal program. Its seal programs are considered Safe Harbors for the Children's Online Privacy Protection Act (COPPA) and the EU Safe Harbor Framework. The TRUSTe seal is currently displayed on all of the Internet's portal sites and has been rated as the most trust-invoking seal online and the most visible symbol on the Internet. Today, TRUSTe maintains the largest privacy seal program with nearly 2,000 Web sites certified throughout the world. TRUSTe is based in Silicon Valley with an office in Washington, DC. About The MMA The Mobile Marketing Association is the premier global association that strives to stimulate the growth of mobile marketing M commerce and supporting technologies. MMA members include agencies, advertisers, handheld device manufacturers, carriers and operators, retailers, software providers and service providers, as well as any company focused on the potential of marketing via mobile devices. The Association is committed to fueling the advancement of mobile marketing business opportunities across all appropriate industry sectors through ongoing research and the development of standards and guidelines that foster the introduction of sponsor and marketing-supported content and M commerce experiences that enhance consumers lives. More information is available at www.mmaglobal.com. # # #

MMA extends reach into Hong Kong and China region for Mobile Marketing momentum

MMA extends reach into Hong Kong and China region for Hong Kong - April 24, 2002 - The Mobile Marketing Association (MMA), in an increased effort to expand its international presence in the Asia Pacific region has today announced the addition of Daniel Pipala, CEO of IBS Limited as a regional Board member and Chairman of the Privacy Committee for the region. In addition to increasing the MMA's Board membership base, Daniel will be responsible for guiding the organization in establishing standards and guidelines of practice for mobile marketing initiatives across all mobile protocols and mediums in the region. Perry Allison, VP of Strategic Alliances, SkyGo and Co-Chair for the MMA Global said, "After focusing our global expansion efforts in Europe, we are now focused on the Asia Pacific region and welcome the addition of Daniel Pipala to the MMA. It is with the help and support of committed companies like IBS Limited, that we can continue our expansion efforts and continue to drive the development of the Mobile Marketing industry. " Mr. Pipala, CEO of IBS Limited, said, "I am pleased to represent the MMA in this capacity. Asia Pacific continues to see unprecedented growth in mobile media applications and services. This mobile media evolution is creating a number of opportunities for enterprises to communicate directly with their customers like never before. To meet these opportunities effectively, advertisers, agencies and mobile carriers alike will need to adopt a common set of advertising principles, specifically suited for mobile devices and environments that bridge local government established privacy ordinances and overall advertising industry standards of practice. " About IBS Limited IBS delivers Wireless interactivity to mobile users, revenue generating services to Network Operators, and global deployment of enterprise applications. Through IBS services and technology, carriers, enterprises and content providers are now empowered to reach the global market and deliver information to any mobile device across multiple networks and protocols. This ability enables IBS customers to launch innovative mobile media content campaigns, applications and services in order to meet demand, enhance customer service and earn revenues from the mobile data marketplace. IBS continually sets the standard for wireless messaging initiatives throughout the world through its vast partnership Network. The IBS ME platform is an unparalleled global messaging network that covers over 500 operators in more than 100 countries. IBS has extensive experience in developing and deploying wireless strategies for Fortune 100 clients in the telecommunications and financial services sectors. IBS enterprise customers include IBM, DOW JONES, ASIAN WALL STREET, SIEMENS and INTERACTIVE TELECOM . For more information, please contact IBS at: Mobile/SMS 85290214981, [email protected]. About the MMA The Mobile Marketing Association is the premier global industry trade association devoted to hand held device manufacturers, carriers & operators, software providers, agencies, marketers & retailers, advertisers and service providers of mobile marketing and advertising. A global organization, the MMA global board of directors consists of the leading companies in the mobile arena, including; AOLMobile, AT&T Wireless (NYSE: AWE), AvantGo, Avesair, Cingular, Comverse (NASDAQ: CMVT), Contra Integrated Inc., D2 Communications, Doubleclick (NASDAQ: DCLK), eBay (NASDAQ: EBAY), Iquity Systems, Logica, Carat Interactive, Microsoft (NASDAQ: MSFT), Mobliss, Motorola (NYSE: MOT), Nextel Communications, Nokia (NYSE: NOK), Ogilvy Interactive, Oracle Mobile, SkyGo, Sprint PCS (NYSE: PCS), Telephia, Weather.com, , Unilever, Verizon (NYSE: VZ), and Vindigo, all directed to the goal of fostering the rapid growth of the mobile advertising industry by establishing voluntary guidelines that address key industry and consumer issues. For more information, visit the MMA website

Research Reveals Stunning Success for Mobile Marketing

Research Reveals Stunning Success for Mobile Marketing Independent research commissioned by the Mobile Marketing Association quantifies benefits of mobile campaigns March 19, 2002 - Independent research released today by The Mobile Marketing Association (MMA) quantifies the successes that consumer brands are achieving through the use of mobile as a marketing channel. The study, performed by digital research company InterQuest, analysed campaigns in the UK, Germany, and Italy. Among its conclusions are:
  • There is between a 71%- 96% recall rate by consumers in response to mobile marketing campaigns
  • Nearly 70% of respondents would most likely or definitely recommend that friends receive mobile marketing messages
  • 43% feel that the campaigns they receive via SMS have a positive impact on the advertised brand, with only 7% having a negative opinion
  • Consumer intent to follow a brand prompt produced an overwhelming response, with over 40% of respondents agreeing that they would (visit a website, view an ad). On average, less than 5% stated that receiving a campaign decreased their desire to respond to the advertiser's message.
The study also concluded that the mobile campaigns which performed best in driving consumer intent were typically based on multiple messages being received, allowing for greater interaction between the consumer and the brand. The findings also demonstrated that the positive impacts of mobile campaigns fade only gradually over time; with one campaign generating 76% aided recall, 15 days after it took place. The MMA study covered six campaigns undertaken by mobile marketing firms 12snap, Flytxt, and Mindmatics. The size of the campaigns varied from 10,000 to over 30,000 participants. In general, the target audience was in the 16-26 age range. Steve Wunker, European Co-Chair of the MMA stated, "This independent research verifies the power of mobile marketing. Across several key dimensions, mobile has proven to be spectacularly effective for brand owners. Brands have been crying out for this kind of independent data, and I'm delighted but not surprised with what the results have revealed." About the Mobile Marketing Association: The Mobile Marketing Association is the worldwide leader in promoting the growth of marketing via mobile phones. With 120 members, it unites network operators, media companies, marketing agencies, technology specialists and others to set standards, educate the marketplace, and assist the public and regulators in understanding the industry. About InterQuest: InterQuest is a pioneer in consumer research conducted over mobile phones and the Internet. InterQuest operates in two main markets- the UK and Scandinavia, serving clients in the media and telecomm sectors. Clients include Nokia, MSN, VNU and the Times

MMA Takes the Lead on Issuing Point of View on Privacy Guidelines

MMA Takes the Lead on Issuing Point of View on Privacy Guidelines Point of View Statement Provides the First Privacy-related Framework for Location-based Targeting and Spurs Industry Debate March 11, 2002 - In an effort to establish privacy standards for the mobile marketing industry, the MMA (Mobile Marketing Association) has issued a series of suggested guidelines designed to raise awareness and spur debate among mobile operators and marketers engaged in the practice of location-based targeting. These guidelines express the MMA's point of view on the need to protect subscribers' privacy while maintaining the integrity and effectiveness of mobile marketing campaigns, and serve as the first call-to-action for privacy standards in North America. The MMA's point of view on privacy and location-based targeting provides a framework that creates a mutually beneficial environment for both subscribers and mobile marketers. As part of the point of view's suggested guidelines, the MMA recommends:
  • That its members not merge personally-identifiable information with mobile subscribers' location information without confirmed opt-in consent from the individual subscribers;
  • That members who wish to share subscriber information with third-parties should do so only with the subscriber's consent;
  • That full disclosure must be made if using anonymous or aggregate location information for marketing purposes;
  • That subscribers should be able to opt-out of programs at any time, even if they have already agreed to receive marketing campaigns
      The MMA is also urging organizations storing location information to implement security measures ensuring that data is not lost, misused, intercepted or altered. "The MMA's point of view on location-based targeting is meant to both protect the consumer and further the growth of mobile marketing, providing a win-win situation for both subscribers and companies within the mobile industry," said Barry Peters, vice president, Emerging Media & Relationship Marketing for Carat Interactive and chair of the North American MMA Privacy Initiative. "With these suggested guidelines, we are initiating discussion on what needs to be done so that mobile marketing can continue to expand and be a viable option for both operators and marketers alike. We look forward to maintaining our leadership role in driving this discussion in the months ahead, and welcome any feedback or ideas from all organizations." The MMA's suggested guidelines are the result of many months' research, work and deliberation by MMA board members, who include some of the premier names in the mobile marketplace Other well-respected mobile industry and privacy-related organizations, including CTIA and TRUSTe, also offered input into the crafting of the MMA's suggested guidelines. The organization expects to have them officially adopted as guidelines by the MMA by this summer. About the Mobile Marketing Association: The Mobile Marketing Association is the premier global industry trade association devoted to hand held device manufacturers, carriers & operators, software providers, agencies, marketers & retailers, advertisers and service providers of mobile wireless marketing and advertising. A global organization, the MMA global board of directors consists of the leading companies in the wireless arena, including; AOLMobile, AT&T Wireless (NYSE: AWE), AvantGo, Avesair, Cingular, Comverse (NASDAQ: CMVT), Contra Integrated Inc., D2 Communications, Doubleclick (NASDAQ: DCLK), eBay (NASDAQ: EBAY), Iquity Systems, Logica, Lot21, Microsoft (NASDAQ: MSFT), Mobliss, Motorola (NYSE: MOT), Nextel Communications, Nokia (NYSE: NOK), Ogilvy Interactive, Oracle Mobile, SkyGo, Sprint PCS (NYSE: PCS), Telephia, Weather.com, Unilever, Verizon (NYSE: VZ), and Vindigo, all directed to the goal of fostering the rapid growth of the wireless advertising industry by establishing voluntary guidelines that address key industry and consumer issues. For more information, visit the MMA website at: ../../../. Click here to view the MMA Global Board Privacy Committee Location Point of View

WAA And WMA Merge To Expand Global Forum For Standards In Mobile Marketing

WAA And WMA Merge To Expand Global Forum For Standards In Mobile Marketing Leading industry bodies join forces to set standards and deliver new benefits for members NEW YORK, January 10, 2002 - The Wireless Advertising Association (WAA) and the Wireless Marketing Association (WMA) have announced today that they will be merging to create the Mobile Marketing Association (MMA). The two leading bodies in mobile marketing and advertising standards have formed the new organisation to consolidate efforts and resources in their common goal to foster the mobile marketing industry and protect the interests of both the consumer and industry players. The new Mobile Marketing Association brings together the global members of the WAA, such as Unilever, AOL, Ogilvy Interactive, DoubleClick and Nokia, with the WMA's strong UK membership, which includes network operators Orange, BT Cellnet and Vodafone, media owners and content providers News International, Freeserve and Lycos, and consumer brand owners like drinks manufacturer Diageo. The WAA's decision to rename as the Mobile Marketing Association following the merger with the WMA was to reflect the broader impact of this powerful medium and its increasing value across the marketing mix. In creating a united forum, the MMA aims to promote the industry growth further, establish effective standards and take a strong stance on privacy and consumer protection. The new MMA European Committee will be headed up by Chair Cyriac Roeding of 12snap, with co-chairs Steve Wunker from Brainstorm and Booky Oren of Comverse. Following on from his role as Chairman of the WMA, Steve Wunker will be responsible or developing the MMA in the UK. Of the merger, Cyriac Roeding commented: "This is a great step ahead for both the WAA and the WMA. The newly expanded MMA is clearly the leading organisation for Mobile Marketing in Europe. Mobile phones are already becoming a core medium in the marketing mix of the world's largest brands, and our members will be seen as the leaders in this field. Current members will have input into the global standards we will put together, and so directly influence the mobile marketing industry." Steve Wunker added: "The MMA now has a much broader membership base, which is vital if we are to gain mass acceptance of mobile as a marketing medium. Over the coming months, we will be working together on a variety of research projects to better understand how consumers react to the medium in the long term and how best to control key issues like privacy and fraud." MMA Chairman Robert O'Hare comments: "We are delighted to be forming a new global forum with both the WAA and the WMA to address the issues of mobile marketing. It is an industry that has already taken off massively around the world and in order to continue its growth we need to work together to create a self-regulating forum which looks after the interests of both the industry and the consumer." Head of Global Expansion for the MMA, Perry Allison said: "The industry is moving on very quickly with developments in technology, and a greater acceptance by consumers of the mobile as a marketing medium. Today's marketers have a responsibility to carry standards into the next generation of mobile marketing and we are looking forward to leading the industry as the MMA." The Mobile Marketing Association will hold its first meeting under its official title on 28 January 2002 in conjunction with the Mobile Marketing & Advertising Conference in London, UK. IBC's second Mobile Marketing & Advertising event is the official conference of the MMA. The conference will feature issues such as creating compelling marketing on mobile devices and how to build customer loyalty, and includes top level speakers from advertisers, operators, content providers and advertising agencies. For more information about the Mobile Marketing & Advertising conference please visit www.ibctelecoms.com/mobmarketing About the MMA The Mobile Marketing Association is the premier global industry trade association devoted to hand held device manufacturers, carriers & operators, software providers, agencies, marketers & retailers, advertisers and service providers of mobile wireless marketing and advertising. A global organization, the MMA global board of directors consists of the leading companies in the wireless arena, including; AOLMobile, AT&T Wireless (NYSE: AWE), AvantGo, Avesair, Cingular, Comverse (NASDAQ: CMVT), Contra Integrated Inc., D2 Communications, Doubleclick (NASDAQ: DCLK), eBay (NASDAQ: EBAY), Iquity Systems, Logica, Lot21, Microsoft (NASDAQ: MSFT), Mobliss, Motorola (NYSE: MOT), Nextel Communications, Nokia (NYSE: NOK), Ogilvy Interactive, Oracle Mobile, SkyGo, Sprint PCS (NYSE: PCS), Telephia, Weather.com, WindWire, Unilever, Verizon (NYSE: VZ), and Vindigo, all directed to the goal of fostering the rapid growth of the wireless advertising industry by establishing voluntary guidelines that address key industry and consumer issues. For more information, visit the MMA website at: www.mmaglobal.com.

Other Member Resources

For guidance around getting the most out of your membership, please contact:

North America and Global Membership
[email protected]
Interested in joining the MMA, please contact
Greg Stuart, CEO
[email protected]
Europe Membership
Giovanni Romero, CEO, MMA Europe & UK
[email protected]
MEA Membership
Melis Ertem, MMA MEA Managing Director (Türkiye, Middle East, Africa)
[email protected]
APAC Membership
Rohit Dadwal, CEO, MMA Global APAC
[email protected]

LATAM Membership
Fabiano Destri Lobo, Managing Director, LATAM
[email protected]
M: +55 11 99313 1362
S: fdlobo