Mobile Marketing Association Publishes Mobile Search White Paper | MMA Global

Mobile Marketing Association Publishes Mobile Search White Paper

August 27, 2008
Mobile Marketing Association Publishes Mobile Search White Paper

Provides overview of key mobile Internet function, associated strategies, business models and challenges

New York, London, UK, Singapore & Sao Paulo: Aug. 28, 2008 - The Mobile Marketing Association )MMA) ) today announced the publication of its latest educational resource; a white paper on mobile search. Developed by the MMA’s Mobile Search Task Force, the paper provides an overview of search on the mobile Internet, outlining how it differs from traditional web-based search, how it meets the needs of consumers and the opportunity it provides to operators and marketers. It also discusses mobile search challenges, strategies and business models, incorporating case studies from JumpTap and Medio Systems Inc.
The MMA Mobile Search Task Force, chaired by AOL LLC and JumpTap, came together to develop common business models, operating procedures and technology interfaces that allow operators to offer an integrated, carrier-branded mobile search experience to their subscribers, as well as help brands and content providers to monetize their opportunities in the mobile ecosystem. This white paper, available to download, was developed in collaboration with representatives from 4INFO, Inc., Aegis Mobile, LLC, Alltel Wireless, Cricket Communications, go2 Media, Gold Mobile, iCrossing, Jingle Networks, Medio Systems, Inc., Miscrosoft )MSN and Windows Live), mInfo Information Technology Co., Ltd., Motricity, Nielsen Mobile, Publicis NA )denuo Group, Leo Burnett & Starcom), Qualcomm, Single Touch Interactive, Inc., The Weather Channel Interactive, TMP Directional Marketing, V-ENABLE and Yahoo!
The white paper is just one of the MMA’s extensive library of information and resources available for use, from basics such as the Mobile Marketing Industry Overview and the more advanced MMA International Journal of Mobile Marketing. The MMA also publishes guidelines on the Code of Conduct, Consumer Best Practices and Mobile Advertising, the latter due for re-release in October this year following a period of public comment. All resources are available for download.
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 650 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 in 2007 it formed the North America )NA), Europe Middle East & Africa )EMEA), Latin American )LATAM) and Asia Pacific )APAC) branches. For more information, please visit
Valerie Christopherson or
Kirsten Woodard
Global Results Comm.
P: +1 949 608 0276
[email protected]
E: [email protected]
Jen Allen or Louise Amon
Mi liberty Ltd
P: +44 20 7751 4444