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• Applications provider:  Repeat winner HipCricket Inc., a Kirkland, Washington, based marketer that drives new revenue and customer loyalty for broadcast stations and consumer brands through strategic and measurable mobile marketing interactivity.  HipCricket has delivered successful campaigns for customers including Clear Channel Radio, Premiere Radio Networks, Sandusky Broadcasting, NBC, Coca Cola, Staples, Hershey’s and Jameson.
• Aggregator:  OpenMarket Inc., a Seattle-based provider of mobile messaging and financial payment processing systems for direct-to-consumer )D2C) mobile commerce; and
• New Customer:  Philadelphia-based M3 Mobile Marketing, a provider of mobile technology used to communicate with customers of large companies in order to raise brand awareness, drive revenue and stimulate greater return on advertising. M3 Mobile Marketing creates and integrates brand-specific mobile advertising campaigns and leverages its technology to execute and support them.

• Best Use of Mobile Marketing - seven categories including:
  • Branding
  • Direct Response
  • Promotion
  • Relationship Building
  • Product/Services Launch
  • Search Marketing
  • Cross Media Integration
• Innovation Award
• Innovation Award for Creativity – two categories including:
  • Technology
  • Media
• Mobile Marketing Academic of the Year )individual)
• Outstanding Individual Achievement in Mobile Marketing )individual)
• Mobile Marketing Association Award for Overall Excellence )company and/or committee)

Mobile Marketing Association Opens Global Mobile Advertising Guidelines for Public Feedback

1. Mobile Web Guidelines:
   • Added recommendation on automatic resizing of Mobile Web banner ads
2. Multimedia Messaging )MMS):
   • Revised the MMS Ad Unit and Aspect Ratio recommendation)s)
   • Updated the Audio Formats best practices
   • Revised the Size recommendations
3. New Mobile Video and TV guidelines including the following:
   • Ad Units
   • Aspect Ratios

• Notice – The fundamental principle of the MMA Privacy Code of Conduct, informing users of the marketers’ identity or products and services offered and the key terms and conditions that govern an interaction between the marketer and the user’s mobile device.
• Choice & Consent - Respecting the right of the user to control which mobile messages they receive by obtaining consent )opt-in) and implementing a simple termination )opt-out) process.
• Customization & Constraint – Ensuring that collected user information is used to tailor communication to the interests of the recipient and is handled responsibly, sensitively and in compliance with applicable law. Mobile messages should be limited to those requested by the user and provide value such as product and service enhancements, contests, requested information, entertainment or discounts.
• Security – The implementation of reasonable technical, administrative and physical procedures to protect user information from unauthorized use, alteration, disclosure, distribution, or access.
• Enforcement & Accountability - The MMA expects its members to comply with the MMA Privacy Code of Conduct and has incorporated the Code into applicable MMA Guidelines, including the U.S. Consumer Best Practice )“CBP”) Guidelines. Until the Code can be enforced effectively by a third party enforcement organization, Mobile Marketers are expected to use evaluations of their practices to certify compliance with the Code.