MMA Announces Formation of Best Practices and Metrics Research Working Groups | MMA
February 22, 2005
Mountain View, CA, February 22, 2005—The Mobile Marketing Association today announces the formation of two new working groups: the MMA Best Practices Committee and the MMA Metrics Research Committee. The Best Practices group is led by Mike Baker, President and COO of Enpocket and the Metrics group is led by Jean Berberich, Systems Manager for Procter and Gamble and vice-chaired by Irené Waldman of Visa U.S.A.

Best Practices Committee
The Best Practices committee will work this year to establish a set of guidelines and recommendations for effective, efficient execution of mobile marketing campaigns via SMS, MMS, wireless web and PDA. Core principles will focus on ensuring consumer privacy and a positive, welcomed experience with the medium. On the committee are the following MMA members: Mike Baker of Enpocket; Heidi Lehmann of Third Screen Media; David LaPlante of Twelve Horses; Neil Versen of AvantGo; and Eric Wheeler of OgilvyInteractive Worldwide.

“I am excited to form this working grouping for the MMA,” said Best Practice committee chair Mike Baker (Enpocket). “We will work this year to establish solid principles of execution based on domestic and international experiences with the medium to ensure all parties—brands, advertisers carriers and consumers—benefit positively from their mobile experience.”

The Best Practices committee will meet in Atlanta on March 3.

Metrics Committee
The Metrics committee will work this year to establish the parameters for accurate cross-media return-on-investment measurement guidelines for advertisers, brands and carriers using mobile marketing. Although mobile marketing drives the highest responses of any advertising medium, a central resource for ROI measurement principles has not yet been established for the medium, as it has with traditional advertising. This committee will work to provide those guidelines through the MMA this year. On the committee are the following: Jean Berberich of Procter and Gamble; Lisa Fields of go2 Directory Systems, Nihal Mehta of ipsh!, Karim Sanjabi of Carat Interactive; John Styers of Sprint; Irené Waldman of Visa U.S.A.; and Amy Wilson, of Cingular.

"As a leading brand and strong supporter of mobile marketing, Visa is excited to participate in this very important effort," said Irené Waldman, committee vice chair. "Mobile marketing could be the most effective and personal advertising medium available to brands, and having an universal set of established metrics will give brands the proper tools to measure the medium's potential for outstanding return-on-investment."

The Metrics committee will meet in New Orleans at CTIA on March 13.

Growing the Industry
With more than 165 million mobile consumers and 2.5 billion SMS messages sent each month, the United States is the second-largest single pool of cell phone users in the world (China is first). The cell phone is by far the most personal communication device for consumers and the most coveted media platform for advertisers.

“We will continue to see tremendous growth in mobile marketing this year,” said Jim Manis, MMA Global Chair. The formation of these and other committees will work to drive that growth and provide a stable, efficient and effective mechanism for brands and advertisers to communicate with consumers.”

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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.