MMA Releases Update to Consumer Best Practice Guidelines | MMA Global

MMA Releases Update to Consumer Best Practice Guidelines

March 21, 2006
Mobile Marketing Association Releases Update to Consumer Best Practice Guidelines

Guidelines reflect new services and growing adoption of mobile channel

Boulder, CO - March 21, 2006 — The Mobile Marketing Association (MMA) ( today announced the release of version 2.0 of the MMA Consumer Best Practices Guidelines for Cross-Carrier Mobile Content Services. The guidelines were written by the MMA’s Consumer Best Practices Committee comprised of wireless carriers, aggregators and content providers. The MMA also held an industry forum, in January 2006, where interested constituents also provided their feedback.

"I am very pleased with the leadership and industry consensus that this committee has achieved in setting standards that will significantly improve a consumer's experience when interacting with shortcodes for content on their phones," said David Oberholzer, Associate Director - Content Programming, Verizon Wireless and MMA Consumer Best Practices Committee Chairman. "These guidelines continue to set the rules by which carriers and content providers engage the consumer in the mobile marketing space.”

The revised guidelines address the following areas for mobile content services:
 Chat
 Affiliate marketing
 Interactive Television

"The development of the revised guidelines reflects continued collaboration within the industry," said Laura Marriott, executive director of the MMA. "These rules, common across all carriers, continue to ensure that the consumer’s experience is protected and content providers adhere to the rules the industry has established. The MMA continues to lead in the development of these initiatives, key to growing the utilization of the mobile channel."

The guidelines were originally created to empower consumers by providing the highest level of privacy and control over the content delivered to their mobile phone. The guidelines also establish efficiencies and standards for brands, advertisers and carriers that expedite their ability to meet growing consumer demand for fast, easy-to-use mobile content services.

The current version of the Consumer Best Practices guidelines can be viewed at

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association is an action-oriented association designed to clear obstacles to market development, to establish standards and best practices for sustainable growth, and to evangelize the mobile channel for use by brands and third party content providers. MMA members include agencies, advertisers, hand held device manufacturers, wireless operators and service providers, retailers, software and services providers, as well as any company focused on the potential of marketing via the mobile channel. The Mobile Marketing Association’s global headquarters are located in the United States. For more information, please visit

For more information
Valerie Christopherson
Global Results Communications
[email protected]

Laura Marriott
Executive Director, Mobile Marketing Association
[email protected]