September 2, 2011
Mobile Marketing Association Announces Co-Chairs to Drive China Local Council
DCCI and GroupM China to jointly co-chair council with the support of 40 leading companies, aim to spearhead development of the mobile marketing community in China
Shanghai, 2 September 2011, – The Mobile Marketing Association (MMA) announced today that its China Local Council will be co-chaired by Yanping Hu, Founder and President of DCCI, and Tony Chen, Managing Director of Interaction, GroupM China. As Co-Chairs, they will guide and oversee the China Local Council and its industry initiatives.
The two were elected at the first China Local Council membership meeting in Shanghai on August 30, 2011. Representatives of forty leading organizations in the mobile marketing industry attended the meeting. These included Aegis Media, Coca-Cola, DCCI, Google, GroupM, Madhouse, InMobi, OMG, Renren, SOHU, Unilever, VivaKi and Yum.
“MMA’s China Local Council is poised to lead the implementation of standards for the mobile marketing and advertising ecosystem, leveraging global guidelines, best practices, measurement and metrics, analytics and so on, while educating and driving awareness through its initiatives. These encourage local companies to actively participate in building mobile as the next biggest media for advertising and marketing, in one of the world's most vibrant mobile economies,’ said Tony Chen.
“Mobile is most powerful when mobile advertising and marketing play an integral part in the marketing mix by enhancing other traditional and digital media. The China Local Council presents a great opportunity for us to rally as an industry, to increase adoption and engagement with both consumers and brands alike,” said Yanping Hu. “This unique medium offers true 360-degree marketing.”
The elected Co-Chairs will also be a part of the MMA Regional Leadership Committee, the collaborating body across the Asia Pacific region. They will work closely with the MMA’s Regional Board of Directors to determine the organisation’s strategy and priorities.
“We are very happy to see the evolution of the mobile marketing industry thru this initiative and look forward to working closely to help build the industry” said Rohit Dadwal, Managing Director, Mobile Marketing Association, Asia Pacific. “The Chinese mobile market is the world’s largest mobile market and is still growing at a staggering rate. Over 920 million people in the country now own mobile phones and over 318 million people now use mobile phones to access the Internet, which offers tremendous potential for the growth of mobile advertising and marketing. The rich content offerings possible through mobile Internet could make mobile the connective tissue for all mediums of advertising and marketing,”
Dadwal was optimistic about the potential of the industry, and said, “With penetration and adoption reaching critical mass, the industry could see exponential growth in advertising spends in the coming months and years.” Based on what we have seen in developed markets like Japan and USA, we expect mobile marketing and advertising spends to constitute between 3 to 5 per cent of media spends by 2015.”
According to DCCI (Data Center of China Internet), the mobile advertising market in China was worth RMB 1.67 billion in 2010. Boosted by the popularity of smart phones, it is estimated that the market will grow by 70% and reach RMB 2.84 billion by the end of 2011.
The China Local Council was launched in April 2011 to serve the growing needs of the mobile marketing community in the country. By working closely with service carriers, application developers, brands, agencies and other important partners, the MMA China Local Council aims to build a sustainable ecosystem for the mobile marketing industry in China and to be the leading association for nation-wide consultation on key industry issues including measurement and metrics, mobile advertising guidelines, codes of conduct and consumer best practices.
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 American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit For information relating to the MMA’s Mobile Marketing Forum series, please visit
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Jade Lu
Country Manager - Mobile Marketing Association China
Office: +86 188 2110 9532 | Mobile: +86 159 0197 1127
Email: [email protected] | Skype: jade.lu33
Rice Communications for MMA
Tel: +65 6221 8047
Shruti Soni
Nicholas Lim