September 26, 2006

Committee to Develop Mobile Commerce Best Practices and Guidelines

New York, Sept. 26, 2006 — The Mobile Marketing Association (MMA) (, today announced that it has launched an m-Commerce Committee to develop best practices, standards and other guidelines for mobile-commerce initiatives. The committee will serve as a consortium between wireless carriers and key players in the m-commerce ecosystem, including brands, retailers and media. The committee’s goal is to create a framework that provides consumers with a simple, consistent, user-friendly m-commerce experience across the industry.

The m-Commerce Committee, chaired by Mark Kaplan, founder and chief strategy officer of Assembly, LLC., and Eswar Priyadarshan, founder and chief technical officer of Quattro Wireless Inc., will focus on three key areas:

• Defining the m-commerce ecosystem, marketplace and customer experience
• Creating guidelines and best practices to enable a “one-click” m-commerce experience for consumers
• Creating a consortium for carriers and select members of the ecosystem to facilitate guidelines, best practices, operations and intellectual property for both digital and physical goods
“Mobile commerce will become a critical element to drive the adoption of the mobile channel and mobile advertising both for digital and physical goods,” said Laura Marriott, executive director of the MMA. “The MMA continues to take a leadership position in the development of the emerging mobile marketing industry.”

“Consumers and carriers both want the same thing: an open, standardized, secure but easy-to-use m-commerce experience for the physical goods marketplace,” said Mark Kaplan, founder and chief strategy officer of Assembly, LLC. “The m-Commerce Committee has been created to help achieve that vision and, in turn, ensure that m-commerce lives up to its potential for both brands and consumers.”

“We’re pleased to be working with the MMA to further drive the use of the mobile medium by way of establishing more consistent and consumer-friendly m-Commerce experience for mobile advertisers and digital goods merchants,” said Eswar Priyadarshan, founder and chief technical officer of Quattro Wireless Inc., a leading mobile advertising service enabler.

Membership in the committee is open for participation to all MMA members. For more information, please contact [email protected]. For information on MMA membership, 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]