November 27, 2006

Guidelines establish foundation for mobile cross carrier services

Boulder, CO, Nov. 27, 2006 — The Mobile Marketing Association (MMA) ( today announced the latest release of the MMA Consumer Best Practices (CBP) Guidelines for Cross-Carrier Mobile Content Services. The updates are published by the MMA’s Consumer Best Practices Committee, which is comprised of leading wireless carriers, aggregators and content providers.

"The Consumer Best Practices Guidelines set by the MMA, continue to set the standard by which carriers, aggregators and content providers offer services in our emerging mobile marketing industry,” said David Oberholzer, Associate Director - Content Programming, Verizon Wireless and MMA Consumer Best Practices Committee Chairman. "The MMA CBP Committee continues to stay abreast of issues that impact our industry and respond in a collaborative, consistent manner to ensure a positive consumer experience.”

The revised guidelines address the following areas for cross-carrier mobile content services:
• Advertising and promotion (including the addition of language for marketing to children and clarification around the use of ‘free’ terminology in advertising and promotional materials)
• Customer care (additions to include the processing of deactivation files, spending cap limits and bill face descriptions)
• Word of mouth marketing (viral marketing)
“The MMA continues to ensure that consumer privacy is enforced in its latest release of the

Consumer Best Practices Guidelines,” said Laura Marriott, executive director of the MMA. “The industry support towards launching these guidelines, which establish the foundation on which our industry operates, is outstanding and well received by the entire ecosystem."

The guidelines are updated by the MMA Consumer Best Practices Committee twice a year. Current CBP Committee members include: Alltel Wireless, Cingular Wireless, denuo (a Publicis Groupe Company), Enpocket, Inc., Jamster, mBlox, m-Qube, Inc.(VeriSign, Inc.), MTV Networks, MX Telecom, Opera Telecom USA, SinglePoint, Sprint Nextel, Teligence, The Weather Channel Interactive, T-Mobile USA, and Verizon Wireless.

The most recent version of the Consumer Best Practices guidelines can be viewed at The MMA will host its annual industry forum, on January 11, 2007 in Denver, CO, in order to solicit feedback around issues impacting the mobile marketing industry. For details on the industry forum, please see

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global association which strives to stimulate the growth of mobile marketing. The MMA 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, 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

Valerie Christopherson or
Kirsten Woodard
Global Results Comm. (GRC)
+1 949 608 0276
[email protected]
[email protected]