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 TRUSTeTRUSTe 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 MMAThe 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. # # #