April 25, 2011


Mobile Marketing Association Extends Global Footprint to China
Launches China Local Council to stimulate the growth of mobile marketing and associated technologies in the country  
Shanghai, April25, 2011 – The Mobile Marketing Association (MMA) today announced the launch of its China Local Council to serve the growing needs of mobile marketing in the country. The Council will bring together the entire mobile ecosystem including carriers, application developers, brands, agencies and other important partners to drive a range of programmes aimed at creating a professional and sustainable mobile marketing industry in China.
“The Chinese mobile market is growing at a staggering rate. Over 860 million people in the country now own mobile phones and over 303 million people now use mobile phones to access the internet, representing a significant opportunity for advertisers. With mobile penetration and adoption reaching a critical mass, it is only natural that the mobile experience is now about enriching content and media with the convenience of converged services. The China Local Council is poised to lead the implementation of guidelines and best practices and to drive awareness and networking initiatives in one of the world’s most vibrant mobile economies,” said Rohit Dadwal, Managing Director, MMA Asia Pacific.
The MMA China Local Council co-founders include HuYanping, General Manager, DCCI; Joshua Maa, Founder & CEO, Madhouse Inc.;KF Lee, CEO, Aegis Media Greater China;Bessie Lee, CEO, GroupM China;Yifei Li, Greater-China Chair, VivaKi; andElaine Ip, CEO, OMG China.
Some of the immediate priorities for the Council are:
  • Increasing the adoption of existing MMA Best Practices and Guidelines and recommending adaptation for local market conditions where appropriate
  • Evangelizing and promoting mobile as an important marketing medium for Chinese brand managers and advertising agencies
  • Developing suitable metrics and creating mobile marketing/advertising tools for the industry
Speaking at the launch, Dadwal added, “With its remarkable reach and economic viability, the mobile channel has the potential to overtake traditional mass media. While the mobile marketing industry in China has seen considerable growth in the past few years, the opportunities it presents can only be leveraged to capacity through greater industry collaboration, education and the implementation of relevant guidelines offering industry players a roadmap to success.”
The China Local Council will be headed by two elected co-Chairs who 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 Regional Board of Directors to determine strategy and priorities.
“Asia Pacific remains one of the strongest regions for mobile marketing, with mobile penetration being higher than any other region globally. Our mission at the MMA is to build a sustainable ecosystem for the mobile marketing industry in the region and to be the leading association for region-wide consultation on key industry issues such as measurement and metrics, mobile advertising guidelines, codes of conduct and consumer best practices,” said HuYanping,General Manager,DCCI, one of the co-founders of the MMA China Local Council.
“Through the China Local Council initiative we aim to considerably increase mobile marketing momentum in China. In the coming months the Council will implement a range of educational and networking programmes that will help bring the tremendous mobile opportunity in China to reach its full potential,” said Joshua Maa, Founder & CEO, Madhouse Inc., another co-founder of the MMA China Local Council.

For information on how to participate in the Local Council in China, please contact the MMA membership team at [email protected].
About the Mobile Marketing Association (MMA)
TheMobile Marketing Association (MMA) is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 700 member companies, the MMA is an action-oriented organization with global focus, regional actions and local relevance. The MMA’s primary focus is to establish mobile as an indispensable part of the marketing mix. The MMA works to promote, educate, measure, guide and protect the mobile marketing industry worldwide. The MMA’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM) and Asia Pacific (APAC) branches. For more information, please
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