Mobile Marketing Association Extends Global Footprint to India | MMA Global

Mobile Marketing Association Extends Global Footprint to India

May 5, 2009

Launches India Local Council to stimulate the growth of mobile marketing and allied technologies in the country 
Mumbai, May 05, 2009
– The Mobile Marketing Association (MMA) today announced the launch of its India Local Council to serve the growing needs of the mobile marketing communities in the country. The Council will bring together the entire mobile ecosystem including carriers, application developers, brands, agencies and other influencers to drive a range of programmes aimed at creating a professional and sustainable mobile marketing industry in India.

“The Indian mobile market is growing at a staggering rate. Over 380 million people in the country now own mobile phones representing a significant opportunity for operators. 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 India 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.

Today, the MMA India Local Council membership includes representation from 34 leading organisations in the field such as Admob, BDA Connect, Coca-Cola, Google, Group M, Hungama, Indiagames, Microsoft, mKhoj, mobile2win, Nokia, Reuters, Vodafone, Tata Teleservices, Velti and Yahoo! India among others.
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
  • Escalating the evangelism and promotion of mobile as an important marketing medium for Indian brand managers and advertising agencies
  • Educating and networking with telcos, brands, agencies, press and members
  • Building 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 India 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 India 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. Through the India Local Council initiative we aim to considerably increase the mobile marketing momentum in India. In the coming months the Council will be implementing a range of education and networking programmes that will help the tremendous mobile opportunity in the country reach its full potential,” said Mike Wehrs, President and CEO, MMA.

Current member companies of the India Local Council include:

1)    ActiveMedia13)    GroupM25)    SMS Country
2)    AdMob14)    Hungama26)    Soundbuzz
3)    Affle15)    Indiagames27)    StratosHear Technologies
4)    Air2Web16)    Mauj28)    Tata Teleservices
5)    Amit Bose17)    Microsoft29)    TELiBrahma
6)    Arena Mobile18)    mKhoj30)    Thomson Reuters
7)    BDA Connect19)    Mobile2win31)    ValueFirst
8)    Buongiorno20)    Netcore Solutions32)    Velti
9)    BuzzCity21)    Netway India (    Vodafone
10)    Coca Cola22)    Nokia34)    Yahoo! India
11)    Four Interactive23)    Oorja Mobile 
12)    Google24)    Quasar 

For information on how to participate in the Local Council in India, please contact the MMA membership team at [email protected].

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, Latin American (LATAM), Middle East & Africa (MEA) 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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Shruti Soni
Rice Communications on behalf of MMA
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