Eight New Board Members Add to MMA’s growth | MMA
February 21, 2005
Air2Web, go2® Directory Systems, Intrado, IPSH!, OgilvyInteractive Worldwide, Third Screen Media, Twelve Horses, and Visa Join Mobile Marketing Association Board of Directors

Eight new board members add to MMA’s growth and provide insight into the fastest-growing new advertising medium.


Mountain View, CA, February 21, 2005—The Mobile Marketing Association today announces that Air2Web, go2 Directory Systems, Intrado, IPSH!, OgilvyInteractive Worldwide, Third Screen Media, Twelve Horses, and Visa have joined the organization and its board of directors.

“We are very excited to have these eight new members join our board,” said Jim Manis, MMA global chair and senior vice president of m-Qube. “Advertisers and brands are adding mobile marketing as a premium component to their cross-media campaigns. These new members will help the MMA and the industry make mobile marketing easier, efficient, accessible and measurable to all who want to use its power to connect with consumers on a personal level.”

New Members Join
Air2Web is a leading provider of wireless applications and gateway services for carriers and enterprises. The company has been involved in mobile marketing globally for more than five years and is a pioneer in the space.

“We are very excited about joining the MMA and its board and look forward to using our international experience with mobile marketing to help shape and grow the US industry,” said Sara Rothfeder, VP of Marketing for Air2Web.

go2 Directory Systems, operates the leading mobile, location-based Yellow Page directory and movie guide service in the U.S. Lisa Fields, go2 Director of Sales, said, "The go2 WAP-based directory has over 1,000,000 unique mobile phone users every month who are searching for nearby products and services. This extraordinary medium has allowed national businesses to connect to ready-to-buy go2 end-users at the local level through wireless service providers since 1999. Through the MMA, we hope to guide the industry in WAP-based mobile advertising and user-interaction."

Intrado Inc. is a leading global provider of integrated data and telecommunications solutions, delivering the core of the nation's 9-1-1 infrastructure and, through its bmd wireless subsidiary, a family of core network messaging solutions, including new SMS spam filtering technology. The company is working to help the industry build guidelines to insure a positive, spam-free consumer mobile marketing experience.
“Intrado is pleased to become a member of the Mobile Marketing Association. As a new MMA member we salute the efforts to establish industry-wide guidelines and look forward to participating within this global association to help shape the future of important initiatives including SMS spam,” said Laura Marriott, Director of Mobility Product Marketing for Intrado.

IPSH! enables companies to reach existing and potential new customers through innovative mobile marketing strategies including reminders, promotions, ring-tones, pictures, games, one-touch voting mechanisms, interactive 2way polling/reporting, live events, interactive chat, and MMS (multimedia messaging services). The company has completed over 300 successful mobile marketing campaigns since 2001 and has been an MMA member for two years and is joining the board for the first time in 2005.

“We are pleased to join the MMA Board during this crucial and exciting time for the mobile marketing industry,” said CEO Nihal Mehta. “The organization is the single leading force behind the industry and we are pleased to be able to help it define the future of mobile marketing.”

OgilvyInteractive Worldwide is one of the largest and most prestigious global interactive advertising agencies in the world and has been a leader in the mobile marketing space for more than five years OgilvyInteractive was also one of the first members of the MMA in 2000.

“We are re-engaging with MMA because the industry is expanding so rapidly. Our clients are increasingly requesting campaigns that feature mobile marketing as part of their cross-media campaigns,” said Eric Wheeler, senior partner and Executive Director, OgilvyInteractive North America. “We look forward to working with the association and the industry to help it pioneer mobile marketing.”

ThirdScreen Media allows companies and their customers to extend business into the mobile channel by producing and managing a personalized, relevant presence. Through ThirdScreen Media's Mobile Advertising Network, companies have access to a broad suite of mobile advertising products including media planning, buying, tracking, and optimization.

“Mobile marketing is the most personal and effective marketing medium in use today,” said Heidi Lehmann, executive vice president of ThirdScreen Media. “We look forward to helping the MMA establish a series of best practices for the industry.”

Twelve Horses, an international provider of mobile text (SMS), email, fax and voice messaging through a single platform, secured their membership because CEO Dave LaPlante knows that, with 2.5 billion messages sent every month, the U.S. is poised for explosive Short Message Service (SMS) growth.

“Following the European lead, millions of consumers regularly use two-way messaging to enter contests, respond to billboard ads, and trigger mobile commerce transactions,” LaPlante explained. “Text messaging also provides one of the smartest and most distinctive opportunities for businesses and organizations to forge customer relationships and loyalty.”

Visa USA, the global leader in electronic payments, is joining the MMA to help provide positive, universally accepted metrics for mobile marketing measurement.

"Mobile marketing campaigns provide a compelling way to connect with consumers,” said Irené Waldman, Director of Promotional and Loyalty Marketing, and new MMA member Visa USA. "The medium will give us the opportunity to create a memorable tie-in for cardholders, adding to the bottom line for Visa's Members and merchants."

# # #

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. More information is available at www.mmaglobal.com.