- Fifth Edition Examines Mobile Engagement of the Consumer -

New York; London, UK; Singapore and Sao Paulo, 18 December 2008 — The Mobile Marketing Association (MMA) (www.mmaglobal.com) today announced the publication of the fifth edition of its award-winning MMA International Journal of Mobile Marketing (IJMM). The December 2008 issue of the IJMM touches on a number of important mobile marketing themes including engaging consumers through the mobile phone; exploring consumer perceptions, attitudes and behaviour, mobile search and advertising, technology and services, and network provider business strategy.

Specific articles include:

• Mobile Advertising: Does Location-Based Advertising Work?
• Mobile Social Networking: The Brand at Play in the Circle of Friends with Mobile Communities Representing a Strong Opportunity for Brands
• University Students’ Attitudes Toward Mobile Political Communication
• Making Search Work for the Mobile Ecosystem: Implications for Operators, Portals, Advertisers and Brands
• Mobile Phone Users’ Behaviours: The Motivation Factors of the Mobile Phone
• Sold on Mobile Advertising: Effective Wireless Carrier Mobile Advertising and How To Make it Even More So

Published by the MMA’s Academic Outreach Committee (AOC) twice annually, in June and December, the journal provides a medium for academics, students, and industry professionals from around the world to share their insights and research on how the mobile channel can be effectively used for marketing. The AOC is comprised of volunteers from various MMA member companies and universities and is led by Michael J. Becker, iLoop Mobile and Michael Hanley, Ball State University.

The IJMM is available by subscription and the order form can be downloaded from the MMA website: http://www.mmaglobal.com/resources/international-journal-mobile-marketing.

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin America (LATAM), Middle East & Africa (MEA) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com.

FOR MORE INFORMATION:

EMEA & Global
Jen Allen, Becca Daniel or Louise Amon
Mi liberty Ltd
Tel: +44 207 751 4444
Email: [email protected]

NA & APAC
Valerie Christopherson or Kirsten Woodard
GRC for MMA
Tel: (949) 608-0276
Email: [email protected]

LATAM
Maria Ramirez or Julio Gama
Newlink PR
Tel: 305 5327950
Email: [email protected]